LinkedIn’s new dynamic UTMs allow marketers to include custom tracking elements in their ad campaign URLs. For each campaign, marketers can add a dynamic UTM parameter that will automatically be added to the destination URL alongside the account, campaign, and/or creative name. Dynamic UTMs will be available globally by the end of this month.

Google recently announced new changes to streamline conversion data between GA4 and Google Ads. Conversion tracking between these tools never exactly matched, and the new updates don’t fully solve this problem. “Conversions” in GA4 are being renamed to “Key Events”. If you have a Google Ads account linked to GA4, you’ll see “Conversions” synced between the two platforms.

There is a lot of debate surrounding Ad Strength's relevance, with some marketers arguing it’s not useful since campaigns with a 'poor' label often outperform those with an 'excellent' label. Google responded and reinforced its significance as a critical metric. Ad Strength plays a crucial role in assessing campaign assets' breadth and depth, which indicates its potential to generate user engagement across digital channels.

KURU Footwear created a study of the longest and shortest airport walks in the U.S. It resulted in 25 links over DA 80 (including Yahoo, MSN, USA Today, AOL, and Travel+Leisure), 60 syndications, and a total of 125 backlinks. The team used a survey to collect the data, then produced graphics featuring the results. They used Buzzstream to build media outreach lists by reporter location and then pitched the campaign to journalists.

Weglot uses an effective and repeatable strategy in its digital ads. Its copy describes the user problem in a customer's own words. This is paired with creative that connects that customer to Weglot's solution and real KPIs that the customer achieved. The CTA uses objection-focused copy to show how easy it is to get started.

Testimonials on websites are typically buried, too long, or too vague. To make your testimonials more visible, ensure some social proof is above the fold, consider using one as a headline, and make them easy to consume. Make them more effective by showing the target audience that the testimonial writer is one of them, having a testimonial next to each major benefit, avoiding general testimonials and shooting for ‘too many' of them if possible.

Google's new policy on “site reputation abuse”, effective May 5, de-ranks third-party coupon pages on popular sites. It views them as spam meant to manipulate search rankings. This change impacts large news and lifestyle publishers who rely on high-margin revenue from these pages. The decision has sparked debate within the affiliate space, with some supporting Google's move and others defending third-party coupon pages. Despite Google's dominance, new players like Amazon and TikTok are driving innovation and collaboration. The $150B US digital coupon market emphasizes the potential for growth through strategic partnerships.

SEO "Goldilocks zone" is a strategy focused on finding areas with high demand but low competition, making SEO efforts both impactful and sustainable. This article emphasizes the importance of market research, understanding customer needs, and creating unique value propositions to identify and dominate these niches. By using this approach, marketers avoid overcrowded markets and wasted efforts in low-demand areas, ensuring a more strategic and deliberate approach to SEO.

This UTM Builder template helps organize UTMs and campaigns. Enter your base URL and use the dropdowns for the applicable parameters. The full URL is available in the right-most column.

Forums are making a comeback as Google favors sites with genuine user interactions, such as Reddit and Quora, leading to a decline in visibility for traditional niche websites. This change highlights the importance of building dedicated forums to encourage user participation and create valuable, community-driven content. Emphasizing authenticity and engagement can help niche sites regain relevance in search rankings.

Reach your target audience while they are actively engaged and reading content. TLDR offers 10 newsletters and has over 4 million tech professional subscribers including marketers, software developers, product managers, and executives to help you reach your audience effectively. Learn more about running your first campaign with us.

This article provides 10 advanced Google Ads strategies, such as separating broad match keywords from phrases and exact match for different bidding strategies. It explains how to use custom segments to target competitor audiences and how to leverage Microsoft Advertising search term reports for keyword optimization. Other tactics include investing in video assets for Performance Max campaigns, using aggressive bidding strategies to speed up the learning phase, and employing flexible budgeting to adapt to market demand.

To avoid wasting ad spend, start a new campaign with select top-performing keywords. Avoid switching all match types to broad match at once to prevent inefficiencies. Monitor performance long-term, as broad match keywords take time to optimize. Conduct daily search term checks to refine targeting and add negative keywords as needed. Use automated bidding strategies like Target CPA or ROAS, and include thematically similar keywords to enhance learning while avoiding Single Keyword Ad Groups.

This study of over 1 million Google Ads looks at the correlation between Ad Strength and performance, the impact of pinning, and the importance of text formatting. Ads tend to perform best with ‘average' Ad Strength, suggesting it's not something worth optimizing for. Responsive Search Ads and Demand Gen ads both have 40%+ better ROAS when using sentence case text instead of title case. Pinning assets has a negligible impact, while maxing out ad copy character counts tends to hurt performance.

This post shares 8 strategies to experiment with to optimize paywall conversion. These include adding a Free vs. Premium comparison chart, sharing stats on premium user success rates, offering discounts for annual subscriptions over monthly ones, and incorporating dynamic images and copy that match with what users tapped to reach the paywall.

To create high-converting landing pages, focus solely on a single CTA to minimize distractions. Craft a transformation-driven headline that clearly promises a compelling outcome, and address potential doubts with an objection-busting sentence in smaller, italicized text. Enhance the lead magnet's tangibility with a high-quality mockup image and give it a compelling name using frameworks like Hormozi's MAGIC formula. Incorporate tangible social proof with specific endorsements, and ensure the opt-in form is positioned above the fold for easy access on both desktop and mobile devices.

Running Search campaigns alongside Performance Max (pMax) can lead to reduced Search performance. Search Themes can cannibalize Search campaigns by competing with phrase and broad match keywords. A user found that 53% of his pMax budget went to the Search network, limiting his Search campaigns. After removing Search Themes from pMax, spend shifted to Shopping, and Search campaigns began performing again.

Personalization in digital marketing has become a crucial focus for many organizations, as evidenced by the increasing budgets allocated to it. Despite this, a significant number of executives struggle with a unified understanding of what personalization truly means. This lack of clarity can hinder effective implementation and scaling of personalization strategies. There are two primary approaches to personalization: rule-based personalization and AI-driven personalization. Understanding these methods is essential for creating tailored user experiences. Rule-based personalization relies on predefined rules to customize user interactions based on demographics, behaviors, and actions. This approach can be visualized as a flow chart, where specific user actions trigger corresponding responses, such as displaying relevant content or alerts. For instance, if a user is located in a particular region, the website might show them localized content. The advantages of rule-based personalization include its high level of customization and control, allowing businesses to create unique experiences based on collected data. However, it can also be complex and resource-intensive, requiring careful planning and management to avoid potential issues. On the other hand, AI personalization utilizes machine learning to analyze user behavior and preferences in real-time, allowing for dynamic content and product recommendations. This method is particularly beneficial for websites with extensive content or product offerings, as it can scale more effectively than rule-based systems. AI-driven personalization can suggest products based on past purchases or browsing history, enhancing the user experience by providing tailored recommendations. While AI personalization offers scalability and adaptability, it also has limitations, such as concerns over data privacy and the need for sufficient content to recommend. Many organizations may find that a hybrid approach, combining both rule-based and AI personalization, is the most effective strategy. This allows for the establishment of clear rules while also leveraging AI to respond to user behavior in real-time. Ultimately, the goal of personalization is to create a more engaging and relevant experience for users, and businesses are encouraged to take this concept to heart as they develop their strategies.