Post by account_disabled on Mar 4, 2024 22:58:01 GMT -5
To expand your territory in search results, your content strategy to include more middle-of-funnel (MOFU) content. MOFU content includes pieces like: Comparison articles Product reviews Case studies Webinars Customer interviews Adding more MOFU content in 2024 will help you maintain a consistent presence in search results and connect with people who are actively evaluating product or service offerings. Paid ad trends Key Takeaways Elevate campaign performance with automation and machine learning Use first-party data for ad targeting Experiment with Microsoft Ads *Insights from Rebekah Leach, WebFX’s Paid Search Results Lead 4. Elevate campaign performance with automation and machine learning AI provides a host of benefits for your paid ads in 2024 — from improving targeting to streamlining costs and more.
Expert insights from rebekah headshot Rebekah Brazil WhatsApp Number Data Leach WebFX’s Paid search Results Lead I see PPC continuing to lean more into automation and machine learning, which can help us run more efficient campaigns. With the time we’re saving from automations and machine learning, it’s increasingly important that we re-invest that time into our campaigns to provide the signals that inform those strategies to improve their learnings and performance. 5. Use first-party data for ad targeting By now, you’ve likely heard the chatter surrounding first-party data. In early 2024, Google plans to take the next step by disabling third-party cookies for 1% of Chrome users.
With Google phasing out third-party cookies, first-party data is the future of digital marketing. So, you’ll want to leverage first-party data — information you collect from customers, site visitors, and app users, for ad targeting. First-party data allows you to understand how people engage with your business, and combining it with machine learning allows you to target the most valuable prospects. To learn more, check out Google’s article on using first-party data to power your ads. 6. Experiment with Microsoft Ads This year, Rebekah anticipates more advertisers turning to Microsoft as a way to reach new users, especially with Microsoft’s AI features.
Expert insights from rebekah headshot Rebekah Brazil WhatsApp Number Data Leach WebFX’s Paid search Results Lead I see PPC continuing to lean more into automation and machine learning, which can help us run more efficient campaigns. With the time we’re saving from automations and machine learning, it’s increasingly important that we re-invest that time into our campaigns to provide the signals that inform those strategies to improve their learnings and performance. 5. Use first-party data for ad targeting By now, you’ve likely heard the chatter surrounding first-party data. In early 2024, Google plans to take the next step by disabling third-party cookies for 1% of Chrome users.
With Google phasing out third-party cookies, first-party data is the future of digital marketing. So, you’ll want to leverage first-party data — information you collect from customers, site visitors, and app users, for ad targeting. First-party data allows you to understand how people engage with your business, and combining it with machine learning allows you to target the most valuable prospects. To learn more, check out Google’s article on using first-party data to power your ads. 6. Experiment with Microsoft Ads This year, Rebekah anticipates more advertisers turning to Microsoft as a way to reach new users, especially with Microsoft’s AI features.