Search Engine Optimization

Up until a few years ago, conversion rate optimization (CRO) was a niche skill set. By and large, designers were worried about a website's aesthetics; search experts were concerned about information architecture and keyword targeting; IT was preoccupied with site speed and availability; and chief marketing officers were concerned about the overall brand experience. And then this happened:

The most profitable retargeting efforts focus on consumers who have either viewed products but haven't yet made a purchase or who did make a purchase and are likely to buy another related product. In either case, the overall strategy is to attract the consumer at the right time for the right cost. Once identified as suitable to receive a retargeting message, there are five concepts that must be employed to achieve success:

When the initial announcement was made on Tuesday, April 16, the innocuous headline gave no hint of the size of the news to come. It read: "An Update on Google Affiliate Network." But the news was huge. Google Affiliate Network (GAN), at the time the fourth largest affiliate network in the industry, would be shutting down in a few months.

Product Listing Ads (PLAs) are an exciting online marketing campaign that continues to evolve. These image-based search ads have proven to deliver strong clickthrough and conversion rates by capturing users’ attention with product-specific images and pricing information. They allow advertisers to promote individual items within their feed quickly and efficiently, and require less hands-on management than search and display campaigns.