Paid Search Marketing

The analysts are coming for your job, not AI (at least not yet). Analysts stopped using Excel years ago; they use Tableau, Power BI, Looker! They see more data than you, and that is what is going to make them a threat to your job. They might not know search, but they know data. In this talk, Wil Reynolds documents his obsession with Power BI and the insights he can glean in seconds which is helping every single client at Seer at the speed of light. Search marketers must run to this opportunity, as analysts miss out on the insights because more often than not they use these tools to report. We use them to find insights.

Your company's unfair advantage to skyrocketing paid search revenue is within your reach, but it's likely outside the control of your paid search team. Good keywords and ads are just a few cogs in the conversion machine. The truth is, the success of the entire channel depends on people who don't touch the campaigns and may not even know how paid search works! Amy Hebdon will look at how design, analyst, UX, PM and other marketing roles can directly impact paid search performance, including the most common issues that arise, and how to immediately fix them to improve ROI and revenue growth.

Digital marketers are ignoring huge opportunities to promote their content through paid channels, and I want to give them the tools to get started. How many brands out there are spending $500+ on a blog post, and then moving on to the next one before that post has been seen by 500 people, or even 50? For some reason, everyone thinks about Outbrain and native ads when we talk about paid content distribution, but the real opportunity is in highly targeted paid social.

Learn about the latest updates to Local SEO, including the 2017 Local Search Ranking Factor study results. Learn how to be more successful at selling your services and setting client expectations for Local SEO. Then, based off the hot-off-the-presses LSRF 2017 data, learn exactly which signals matter the most for local visibility and how to optimize them.

In the past year, Google shook the local SEO world with the Pigeon update, rolled out an entirely new local pack, and has aggressively dabbled in local advertising. Dr. Pete covers the year in review, how it's impacted the local landscape, and what to expect in 2015.

PPC is an easy testing ground for your SEO. Stephanie will explain how to better integrate them and leverage campaign data to influence SEO strategies.

Learn how to rock local pay-per-click (PPC) marketing. This Moz Academy video starts with how to structure a local PPC campaign and walks through the whole process thereafter.

Learn about using ads on Facebook for your local business or clients in this Moz Academy video.

Paid channel advertising—or SEM—is a traffic acquisition technique that virtually every marketer has encountered. But, traffic acquisition is only half the marketing equation. In this webinar, you'll learn how to use A/B testing to improve the efficiency and return-on-investment of your SEM campaigns.

If you're wondering what happened to Google Shopping, Elizabeth will explain all, including how to set up PPC the right way and why it matters for your overall marketing.