Marketing Archives | Page 2 Of 24 | Search Discovery

When and Why to Use Branded Paid Search & How to Test its Impact

Many brands wonder this: “Why should we spend money on branded paid search when we get organic search for free?” We detail here instances where it makes sense to have branded paid search, its benefits, and how to set up a test that delivers useful insights.

How to Optimize Ad Spend with an Automated Bidding Strategy for ROAS and CPA

In an effective automated bid strategy, marketers need to choose the appropriate metrics relative to their goals and set effective target ROAS (return on ad spend) and target CPAs (cost per conversion). This post helps you optimize ad spend within paid search. Embracing machine learning for automated bidding is becoming increasingly important. It’s not a …

How to Optimize Ad Spend with an Automated Bidding Strategy for ROAS and CPA Read More »

How to Leverage Audience Insights in Search Marketing Strategies

Leveraging audience insights in display and social marketing is second nature. But these insights also can and should be a part of your search marketing strategy. This post details the advantages of elevating personas with audience segments

A Data-Informed Framework for Decision-Making

Search Discovery outlines a data-informed framework for decision-making with straightforward, useful constructs (performance measurement and hypothesis validation).

Are You Down with RCT? The Solution to the 360-degree Fallacy

We outline a fundamentally different approach—randomized controlled trial study (RCT)—that does not fall prey to issues faced by marketers and analysts trying to rely on data that’s incomplete and getting worse.

Scroll to Top