What’s going on with Google brand CPC?

In Q1 and Q2 of 2017, Merkle (my employer) reported on a positive trend for advertisers that showed a decline in brand cost per click (CPC) year over year. The CPC of brand terms is often determined by Google’s algorithm as opposed to the competitive landscape, so brands are often left to Google’s mercy in determining the price paid for this traffic. In the case of the mid-2017 decline, it seems advertisers were benefiting from Google’s May ad rank change, which appeared to reduce first-page and...
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Seasonal SEO and evergreen URLs: How to drive seasonal traffic year-round

Now that Christmas and the New Year are well and truly behind us, it’s time to think about next year! While it might seem like an odd time to start planning for the holidays, this time of year is the perfect occasion to reflect on what went well during the last holiday season, how to build on it, and the steps you can take to drive seasonal traffic all year round. Why is seasonal traffic so important? Seasonal website traffic isn’t just a gimmick or something that can be considered a few months ...
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Google and Facebook Claim 60% of 2017 Digital Ad Spend

Implications of the Duopoly’s Market Grip on your Digital Strategy The power and influence of Facebook and Google gets stronger every year and will have a major impact on your digital marketing strategy for 2018. Commentators in the digital marketing space told us last year that the two major online players of Google and Facebook [...] The post Google and Facebook Claim 60% of 2017 Digital Ad Spend appeared first on Search Engine People Blog.
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