Review Google Ads audiences, match types, negative keywords and bidding against the search task, conversion quality and a defined testing plan.
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Linden Schwark
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Articles in this archive
Dataiku and AI in SEO research
Read a corrected historical account of an SEO modelling experiment with Dataiku. Understand why feature importance cannot establish Google ranking causes.
Quora marketing: five practical considerations
Read five considerations for using Quora in marketing, including relevant answers and audience fit. Check current platform rules before planning activity.
User-generated content in marketing
Explore six reasons businesses consider user-generated content, with discussion of how customer contributions fit into content and marketing activity.
PPC ad copy: twelve writing considerations
Use twelve checks for truthful PPC ad copy, responsive search assets and landing-page consistency. Compare click rates with valid enquiries and matching costs.
Single-keyword ad groups: uses and limits
Compare single-keyword and themed ad groups by search intent, message control, measurement and maintenance. No structure guarantees lower acquisition costs.
Omnichannel marketing strategy examples
Explore examples of connecting marketing channels around the customer journey, including message consistency and how people move between online touchpoints.
What is content marketing?
Understand content marketing through a practical customer-question example. Choose a useful format, plan production and review costs and business outcomes.
SEO Q&A: questions from LinkedIn in 2020
Read VSA’s historical LinkedIn SEO questions, with corrected guidance on sitelinks, headings, images, reporting and the limits of ranking claims.
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