Marketing Land

Understanding the metrics provided under Google’s Auction Insights and visualizing the data can help you get a clearer view of your account's performance. In this episode, James Hebdon, co-founder and CTO of Paid Search Magic shares his techniques for using Google Sheets and Scripts to transform the information from Google Ads’ Auction Insights into something that’s easier to understand, and is more useful and more compelling to your boss or clients. If you enjoyed this SMX replay, consider checking out our other episodes on improving your YouTube ad performance, using data storytelling to gain top-tier media coverage, SEO that Google tries to fix for you and much more. You can find them on the Marketing Land SoundCloud stream or by heading to www.searchengineland.com and searching "SMX replay."

Making sure that your brand is at every turn of the customers’ path to purchase can help you guide their journey, no matter what stage of the funnel they’re in. Helen Provost, account manager at Google, discusses using YouTube ads in tandem with Google search ads to generate more awareness for your brand and serve the full funnel as well as how to take advantage of Google’s automated offerings to compliment your campaigns.

Your audits and analyses are only as good as your ability to communicate them to management, stakeholders and clients. At SMX Advanced, Sam Marsden, SEO and content manager at DeepCrawl, explained how visualizing data can break down silos and help us, our colleagues and clients make informed decisions faster.

Patrick Stox, SEO specialist at IBM, says the importance of technical SEO may diminish over time, reasoning that, "The more stuff that Google fixes, the more stuff that Bing fixes on their end, the less things we actually have to worry about." Here's Stox's Insights session from SMX Advanced, in which he explains the parts of technical SEO that Google may have already figured out for you.

Amanda Milligan of Fractl discusses the factors that can make your data-driven content more appealing to prominent media outlets as well as industry-leading publications.