Search Engine Land

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's expansion of Travel Feeds in Search Ads lets you display dynamic, real-time data such as prices and availability.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2014/09/google-flight-travel-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is making Travel Feeds available to all hotel advertisers in Search Ads. This will let you showcase details like prices, dates, ratings and images. Google is also experimenting with expanding this format to include things to do, car rentals, and events.</p>



<p><strong>How it works</strong>.</p>



<ul class="wp-block-list">
<li>Travel Feeds in Search Ads display dynamic, feed-based information about hotels, travel activities and more.</li>



<li>Advertisers with an existing travel feed linked to Google Ads will automatically see this data surface in new and existing Search Ads campaigns.</li>



<li>For those without a feed, setup is straightforward, with opt-out options at the account and campaign level.</li>
</ul>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="417" src="https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp-800x417.webp" alt="" class="wp-image-447694" srcset="https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp-800x417.webp 800w, https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp-600x313.webp 600w, https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp-200x104.webp 200w, https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp-768x400.webp 768w, https://searchengineland.com/wp-content/seloads/2024/10/TFSA_1_Option-2.width-1000.format-webp.webp 1000w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>Why we care. </strong>Giving advertisers more opportunities to showcase rich, real-time data from their travel feeds in Search Ads can lead to higher click-through rates and better user experiences. Dynamically integrating data such as pricing, availability, and images directly into ads allows for richer information for potential travelers.</p>



<p><strong>The impact:</strong></p>



<ul class="wp-block-list">
<li>Google claims to have seen up to a 20% increase in click-through rates when advertisers use the full range of Travel Feeds formats</li>



<li>The rich data makes it easier for advertisers to showcase inventory and for travelers to quickly narrow down options</li>
</ul>



<p><strong>What to watch.</strong> Whether Google will successfully expand Travel Feeds beyond hotels to other key travel verticals in the coming months.</p>



<p><strong>Bottom line. </strong><a href="https://blog.google/products/ads-commerce/improve-ad-performance-with-travel-feeds-in-search-ads/">Google is empowering travel advertisers</a> to provide more informative, engaging ad experiences through the power of dynamic feed data in Search Ads.</p>



<p></p>


Google is making Travel Feeds available to all hotel advertisers in Search Ads. This will let you showcase details like prices, dates, ratings and images. Google is also experimenting with expanding this format to include things to do, car rentals, and events.
How it works.
Travel Feeds in Search Ads display dynamic, feed-based information about hotels, travel activities and more.
Advertisers with an existing travel feed linked to Google Ads will automatically see this data surface in new and existing Search Ads campaigns.
For those without a feed, setup is straightforward, with opt-out options at the account and campaign level.




Why we care. Giving advertisers more opportunities to showcase rich, real-time data from their travel feeds in Search Ads can lead to higher click-through rates and better user experiences. Dynamically integrating data such as pricing, availability, and images directly into ads allows for richer information for potential travelers.
The impact:
Google claims to have seen up to a 20% increase in click-through rates when advertisers use the full range of Travel Feeds formats
The rich data makes it easier for advertisers to showcase inventory and for travelers to quickly narrow down options
What to watch. Whether Google will successfully expand Travel Feeds beyond hotels to other key travel verticals in the coming months.
Bottom line. Google is empowering travel advertisers to provide more informative, engaging ad experiences through the power of dynamic feed data in Search Ads.

Google's expansion of Travel Feeds in Search Ads lets you display dynamic, real-time data such as prices and availability.

Google expands Travel Feeds in Search Ads

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-800x450.png" class="attachment-large size-large wp-post-image" alt="What 54 Google Ads experiments taught us about lead gen" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google Ads update lets you generate tailored creative content aligned with specific webpages, enhancing ad relevance and performance.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-800x450.png" class="attachment-large size-large wp-post-image" alt="What 54 Google Ads experiments taught us about lead gen" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/08/What-54-Google-Ads-experiments-taught-us-about-lead-gen.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>You can now input a list of specific webpages, which Google Ads will use to generate customized assets like images and videos. These assets are automatically optimized to match the content of the specified pages, potentially leading to more effective ad creative.</p>



<p>This new &#8220;Page-specific Assets&#8221; capability aims to give advertisers more control over the creative elements powering those campaigns.</p>



<p><strong>How it works</strong>.</p>



<ul class="wp-block-list">
<li>Advertisers can now provide a list of specific webpages to Google Ads.</li>



<li>This triggers the system to generate assets (images, videos, etc.) that are tailored to the content of those pages.</li>



<li>The goal is to deliver ad creatives that are more closely aligned with the user&#8217;s context.</li>
</ul>



<p><strong>Why we care. </strong>This feature allows advertisers to provide a list of specific webpages to enhance asset generation for Performance Max campaigns, potentially leading to better-aligned ad content, improve ad relevance and performance.</p>



<p><strong>First seen.</strong> Adriaan Dekker shared Felix Mayo&#8217;s  findings on <a href="https://www.linkedin.com/posts/adriaan-dekker-google-ads-freelancer-rotterdam_pmax-sea-ads-activity-7250534731614707714-MRO2?utm_source=share&amp;utm_medium=member_desktop">LinkedIn</a>: </p>



<figure class="wp-block-image size-large"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input-800x450.webp" alt="" class="wp-image-447691" srcset="https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input-800x450.webp 800w, https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input-600x338.webp 600w, https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input-200x113.webp 200w, https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input-768x432.webp 768w, https://searchengineland.com/wp-content/seloads/2024/10/page-specific-input.webp 1280w" sizes="(max-width: 800px) 100vw, 800px" /></figure>



<p><strong>What to watch. </strong>How widely adopted this feature becomes, and whether it leads to measurable performance improvements for Performance Max users.</p>


You can now input a list of specific webpages, which Google Ads will use to generate customized assets like images and videos. These assets are automatically optimized to match the content of the specified pages, potentially leading to more effective ad creative.
This new “Page-specific Assets” capability aims to give advertisers more control over the creative elements powering those campaigns.
How it works.
Advertisers can now provide a list of specific webpages to Google Ads.
This triggers the system to generate assets (images, videos, etc.) that are tailored to the content of those pages.
The goal is to deliver ad creatives that are more closely aligned with the user’s context.
Why we care. This feature allows advertisers to provide a list of specific webpages to enhance asset generation for Performance Max campaigns, potentially leading to better-aligned ad content, improve ad relevance and performance.
First seen. Adriaan Dekker shared Felix Mayo’s  findings on LinkedIn: 




What to watch. How widely adopted this feature becomes, and whether it leads to measurable performance improvements for Performance Max users.

Google Ads update lets you generate tailored creative content aligned with specific webpages, enhancing ad relevance and performance.

Google Ads unveils Page-specific Assets for Performance Max

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>This does not impact sitelinks but will impact the search box sitelinks feature.

<div><img width="800" height="457" src="https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-800x457.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-800x457.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-592x338.jpg 592w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-198x113.jpg 198w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-768x439.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920-1536x878.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/10/google-search-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google is deprecating the Sitelinks Search Box, the search box you see under some search result snippets for some categories of queries. This feature <a href="https://searchengineland.com/google-allows-developers-integrate-search-within-site-feature-202597">launched ten years ago</a> and is now being dropped from Google globally, in all languages and regions in starting on November 21, 2024.</p>



<p><strong>What are Sitelinks Search box. </strong>A sitelinks search box is a quick way for people to search your site or app immediately on the search results page. The search box implements real-time suggestions and other features, Google said.</p>



<p><strong>What Google said. </strong>Google <a href="https://developers.google.com/search/blog/2024/10/sitelinks-search-box?hl=en">posted</a> on the Search Central blog that the reason is it being removed is due to lack of use. Google said &#8220;over time, we&#8217;ve noticed that usage has dropped.&#8221;</p>



<p>To &#8220;help simplify the search results, we&#8217;ll be removing this visual element starting on November 21, 2024,&#8221; Google added. Google said it will roll out globally across all search results, in all languages and countries. </p>



<p><strong>What they look like. </strong>Here is a screenshot of what these Sitelinks Search Boxes look:</p>



<figure class="wp-block-image size-full"><img decoding="async" width="586" height="432" src="https://searchengineland.com/wp-content/seloads/2024/10/google-sitelinks-search-box.png" alt="" class="wp-image-447684" srcset="https://searchengineland.com/wp-content/seloads/2024/10/google-sitelinks-search-box.png 586w, https://searchengineland.com/wp-content/seloads/2024/10/google-sitelinks-search-box-458x338.png 458w, https://searchengineland.com/wp-content/seloads/2024/10/google-sitelinks-search-box-153x113.png 153w" sizes="(max-width: 586px) 100vw, 586px" /></figure>



<p><strong>Does not impact Sitelinks or Search. </strong>Google said this does not impact your search rankings or the other sitelinks in the search results. &#8220;This doesn&#8217;t affect rankings or sitelinks otherwise, and won&#8217;t be listed in the Search status dashboard,&#8221; Google wrote.</p>



<p><strong>More details. </strong>Google will remove the&nbsp;<a href="https://support.google.com/webmasters/answer/7552505">Search Console rich results report</a>&nbsp;for Sitelinks Search box and Google will also stop highlighting the markup in the&nbsp;Google <a href="https://search.google.com/test/rich-results">Rich Results Test</a>.&nbsp;</p>



<p>Google said you can remove&nbsp;<a href="https://developers.google.com/search/docs/appearance/structured-data/sitelinks-searchbox">sitelinks search box structured data</a>&nbsp;from your site but added &#8220;:there&#8217;s no need to do so.&#8221; &#8220;Unsupported structured data like this won&#8217;t cause issues in Search, and won&#8217;t trigger errors in Search Console reports. If you decide to remove sitelinks search box&nbsp; structured data, note that&nbsp;<a href="https://developers.google.com/search/docs/appearance/site-names#add-structured-data">site names</a>&nbsp;also uses a variation of WebSite structured data, which continues to be supported,&#8221;  Google added.</p>



<p><strong>Why we care. </strong>The Sitelinks Search Box can be a quick way for searchers to do quick internal search searches for your website directly from the Google search results page. Google said it was not used as much as it used to, but if you did get a lot of usage out of this feature, then you may be impacted in some way.  </p>



<p>Maybe consider making your internal search box more prominent if you are concerned that Google won&#8217;t provide this for your users directly in Google Search.</p>


Google is deprecating the Sitelinks Search Box, the search box you see under some search result snippets for some categories of queries. This feature launched ten years ago and is now being dropped from Google globally, in all languages and regions in starting on November 21, 2024.
What are Sitelinks Search box. A sitelinks search box is a quick way for people to search your site or app immediately on the search results page. The search box implements real-time suggestions and other features, Google said.
What Google said. Google posted on the Search Central blog that the reason is it being removed is due to lack of use. Google said “over time, we’ve noticed that usage has dropped.”
To “help simplify the search results, we’ll be removing this visual element starting on November 21, 2024,” Google added. Google said it will roll out globally across all search results, in all languages and countries. 
What they look like. Here is a screenshot of what these Sitelinks Search Boxes look:




Does not impact Sitelinks or Search. Google said this does not impact your search rankings or the other sitelinks in the search results. “This doesn’t affect rankings or sitelinks otherwise, and won’t be listed in the Search status dashboard,” Google wrote.
More details. Google will remove the Search Console rich results report for Sitelinks Search box and Google will also stop highlighting the markup in the Google Rich Results Test. 
Google said you can remove sitelinks search box structured data from your site but added “:there’s no need to do so.” “Unsupported structured data like this won’t cause issues in Search, and won’t trigger errors in Search Console reports. If you decide to remove sitelinks search box  structured data, note that site names also uses a variation of WebSite structured data, which continues to be supported,”  Google added.
Why we care. The Sitelinks Search Box can be a quick way for searchers to do quick internal search searches for your website directly from the Google search results page. Google said it was not used as much as it used to, but if you did get a lot of usage out of this feature, then you may be impacted in some way.  
Maybe consider making your internal search box more prominent if you are concerned that Google won’t provide this for your users directly in Google Search.

This does not impact sitelinks but will impact the search box sitelinks feature.

Google Search to drop Sitelinks Search Box

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search Engine Land Awards 2024" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Here are all the individuals, agencies and in-house teams who have earned Search Engine Land awards for excellence in SEO in PPC in 2024.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-800x450.jpg" class="attachment-large size-large wp-post-image" alt="Search Engine Land Awards 2024" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2024/04/sela24_1920x1080_d3-2.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Every year, we are delighted to celebrate the best of search marketing by rewarding the individuals, agencies and in-house teams around the world that deliver exceptional results.</p>



<p>On behalf of Search Engine Land and everyone at Third Door Media, we’re excited to announce all 19 winners of the 10th annual Search Engine Land Awards.</p>



<p>Here are the 2024 Search Engine Land Awards winners:</p>



<figure class="wp-block-image size-full"><img decoding="async" width="1112" height="2048" src="https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-scaled.jpg" alt="" class="wp-image-447697" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-scaled.jpg 1112w, https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-184x338.jpg 184w, https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-326x600.jpg 326w, https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-61x113.jpg 61w, https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-768x1415.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/10/Search-Engine-Land-Awards-2024-winners-834x1536.jpg 834w" sizes="(max-width: 1112px) 100vw, 1112px" /></figure>



<h3 class="wp-block-heading" id="h-best-use-of-ai-technology-in-search-marketing">Best use of AI technology in search marketing</h3>



<ul class="wp-block-list">
<li>Navigating New Waters in 2024: <strong>Sail Outdoors</strong>&#8216; AI-Driven Success Story (<strong>Adviso</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-overall-ppc-initiative-small-business">Best overall PPC initiative – small business</h3>



<ul class="wp-block-list">
<li>Liberty Costa Rica Paid Search Performance 2024 (<strong>Liberty Latin America</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-overall-ppc-initiative-enterprise">Best overall PPC initiative – enterprise</h3>



<ul class="wp-block-list">
<li><strong>Megethos</strong> &amp; <strong>Doc2Doc Lending</strong>: Significant Funded Loan Increase at Profitable CAC</li>
</ul>



<h3 class="wp-block-heading" id="h-best-commerce-search-marketing-initiative-ppc">Best commerce search marketing initiative – PPC</h3>



<ul class="wp-block-list">
<li>Navigating New Waters: <strong>Sail Outdoors</strong>&#8216; Triumph in PPC Marketing Amidst 2024 Challenges (<strong>Adviso</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-local-search-marketing-initiative-ppc">Best local search marketing initiative – PPC</h3>



<ul class="wp-block-list">
<li>Scalable PPC Excellence: Driving Growth for <strong>HOTWORX</strong> with Strategic Local Search Initiatives (<strong>HigherVisibility</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-b2b-search-marketing-initiative-ppc">Best B2B search marketing initiative – PPC</h3>



<ul class="wp-block-list">
<li><strong>Corelight</strong> and <strong>Blackbird PPC</strong>: Using First-Party Data for 62% More Pipeline with 36% Efficiency Gains</li>
</ul>



<h3 class="wp-block-heading" id="h-best-integration-of-search-into-omnichannel-marketing">Best integration of search into omnichannel marketing</h3>



<ul class="wp-block-list">
<li>Media unification. Full-funnel approach fuels paid search KPI’s, driving awareness &amp; conversions. (<strong>NP Digital</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-overall-seo-initiative-small-business">Best overall SEO initiative – small business</h3>



<ul class="wp-block-list">
<li>The Great Organic Comeback: How <strong>Amsive</strong> Drove <strong>Squaremouth</strong> from Page 5 to Top 5</li>
</ul>



<h3 class="wp-block-heading" id="h-best-overall-seo-initiative-enterprise">Best overall SEO initiative – enterprise</h3>



<ul class="wp-block-list">
<li>How We Found Our SEO Mojo (<strong>Morningstar</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-commerce-search-marketing-initiative-seo">Best commerce search marketing initiative – SEO</h3>



<ul class="wp-block-list">
<li>How <strong>Logical Position</strong> Improved <strong>Driven Racing Oil&#8217;</strong>s Visibility &amp; Increased Traffic by more than 1000%</li>
</ul>



<h3 class="wp-block-heading" id="h-best-local-search-marketing-initiative-seo">Best local search marketing initiative – SEO</h3>



<ul class="wp-block-list">
<li>Niche Strategy Achieves 179% Increase in Organic Leads for <strong>Aries Car Rental</strong> (<strong>Digital Hitmen</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-best-b2b-search-marketing-initiative-seo">Best B2B search marketing initiative – SEO</h3>



<ul class="wp-block-list">
<li><strong>HigherVisibility</strong> &amp; <strong>Evolve Bank &amp; Trust</strong> – The Path to Prosperity</li>
</ul>



<h3 class="wp-block-heading" id="h-small-agency-of-the-year-ppc">Small agency of the year – PPC</h3>



<ul class="wp-block-list">
<li><strong>Blackbird PPC</strong>: Scaling Business Growth with Elite Efficiency through Advanced Media and Measurement</li>
</ul>



<h3 class="wp-block-heading" id="h-small-agency-of-the-year-seo">Small agency of the year – SEO</h3>



<ul class="wp-block-list">
<li>How our digital PR and blog content efforts drove a +91% YoY increase in non-brand traffic (<strong>Sosemo</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-agency-of-the-year-ppc">Agency of the year – PPC</h3>



<ul class="wp-block-list">
<li><strong>Stella Rising</strong> SEM Team: Success through Profit-Driven Innovation and Excellence</li>
</ul>



<h3 class="wp-block-heading" id="h-agency-of-the-year-seo">Agency of the year – SEO</h3>



<ul class="wp-block-list">
<li><strong>HigherVisibility</strong> &amp; <strong>Evolve Bank &amp; Trust</strong> – The Path to Prosperity</li>
</ul>



<h3 class="wp-block-heading" id="h-in-house-team-of-the-year-ppc">In-house team of the year – PPC</h3>



<ul class="wp-block-list">
<li><strong>Zenni Optical</strong>&#8216;s In-House Paid Search Drives Both Revenue &amp; ROAS Growth by Balancing AI and Manual Management</li>
</ul>



<h3 class="wp-block-heading" id="h-in-house-team-of-the-year-seo">In-house team of the year – SEO</h3>



<ul class="wp-block-list">
<li>From Agency-Dependent to In-House Success: Boosting Organic Revenue by 40% and Reducing Load Speed by 85% (<strong>TurnPoint Services</strong>)</li>
</ul>



<h3 class="wp-block-heading" id="h-search-marketer-of-the-year">Search marketer of the year</h3>



<ul class="wp-block-list">
<li><strong>Jo Juliana Turnbull’</strong>s Year of Impact: 57K Views, 400+ Questions Answered, and a Thriving SEO Community</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1600" height="900" src="https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024.jpg" alt="" class="wp-image-447700" srcset="https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024.jpg 1600w, https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2024/10/search-marketer-of-the-year-2024-1536x864.jpg 1536w" sizes="(max-width: 1600px) 100vw, 1600px" /></figure>



<h2 class="wp-block-heading" id="h-i-m-going-to-smx-next">“I’m going to SMX Next!”</h2>



<p>Select winners of the 2024 Search Engine Land Awards will be invited to speak live at&nbsp;<a href="https://searchengineland.com/smx/next/agenda">SMX Next</a>&nbsp;during our two ask-me-anything-style sessions. Bring your burning&nbsp;SEO&nbsp;and&nbsp;PPC&nbsp;questions to ask this award-winning panel of search marketers!</p>



<p><a href="https://events.searchengineland.com/smx-next-2024">Register here for SMX Next (it’s free)</a>&nbsp;if you haven’t yet.</p>



<p>Congrats again to all the winners. And huge thank yous to everyone who entered the 2024 Search Engine Land Awards and our fantastic panel of judges for this year’s awards.</p>



<p></p>


Every year, we are delighted to celebrate the best of search marketing by rewarding the individuals, agencies and in-house teams around the world that deliver exceptional results.
On behalf of Search Engine Land and everyone at Third Door Media, we’re excited to announce all 19 winners of the 10th annual Search Engine Land Awards.
Here are the 2024 Search Engine Land Awards winners:




Best use of AI technology in search marketing
Navigating New Waters in 2024: Sail Outdoors‘ AI-Driven Success Story (Adviso)
Best overall PPC initiative – small business
Liberty Costa Rica Paid Search Performance 2024 (Liberty Latin America)
Best overall PPC initiative – enterprise
Megethos & Doc2Doc Lending: Significant Funded Loan Increase at Profitable CAC
Best commerce search marketing initiative – PPC
Navigating New Waters: Sail Outdoors‘ Triumph in PPC Marketing Amidst 2024 Challenges (Adviso)
Best local search marketing initiative – PPC
Scalable PPC Excellence: Driving Growth for HOTWORX with Strategic Local Search Initiatives (HigherVisibility)
Best B2B search marketing initiative – PPC
Corelight and Blackbird PPC: Using First-Party Data for 62% More Pipeline with 36% Efficiency Gains
Best integration of search into omnichannel marketing
Media unification. Full-funnel approach fuels paid search KPI’s, driving awareness & conversions. (NP Digital)
Best overall SEO initiative – small business
The Great Organic Comeback: How Amsive Drove Squaremouth from Page 5 to Top 5
Best overall SEO initiative – enterprise
How We Found Our SEO Mojo (Morningstar)
Best commerce search marketing initiative – SEO
How Logical Position Improved Driven Racing Oil’s Visibility & Increased Traffic by more than 1000%
Best local search marketing initiative – SEO
Niche Strategy Achieves 179% Increase in Organic Leads for Aries Car Rental (Digital Hitmen)
Best B2B search marketing initiative – SEO
HigherVisibility & Evolve Bank & Trust – The Path to Prosperity
Small agency of the year – PPC
Blackbird PPC: Scaling Business Growth with Elite Efficiency through Advanced Media and Measurement
Small agency of the year – SEO
How our digital PR and blog content efforts drove a +91% YoY increase in non-brand traffic (Sosemo)
Agency of the year – PPC
Stella Rising SEM Team: Success through Profit-Driven Innovation and Excellence
Agency of the year – SEO
HigherVisibility & Evolve Bank & Trust – The Path to Prosperity
In-house team of the year – PPC
Zenni Optical‘s In-House Paid Search Drives Both Revenue & ROAS Growth by Balancing AI and Manual Management
In-house team of the year – SEO
From Agency-Dependent to In-House Success: Boosting Organic Revenue by 40% and Reducing Load Speed by 85% (TurnPoint Services)
Search marketer of the year
Jo Juliana Turnbull’s Year of Impact: 57K Views, 400+ Questions Answered, and a Thriving SEO Community




“I’m going to SMX Next!”
Select winners of the 2024 Search Engine Land Awards will be invited to speak live at SMX Next during our two ask-me-anything-style sessions. Bring your burning SEO and PPC questions to ask this award-winning panel of search marketers!
Register here for SMX Next (it’s free) if you haven’t yet.
Congrats again to all the winners. And huge thank yous to everyone who entered the 2024 Search Engine Land Awards and our fantastic panel of judges for this year’s awards.

Here are all the individuals, agencies and in-house teams who have earned Search Engine Land awards for excellence in SEO in PPC in 2024.

Search Engine Land Awards 2024: And the winners are…

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-800x450.png" class="attachment-large size-large wp-post-image" alt="What is off-page SEO?" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/09/Modern-off-page-SEO-How-to-build-authority-beyond-links.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Off-page SEO has evolved beyond link building. Learn modern strategies for building authority, reputation and visibility across platforms.

Off-page SEO has evolved beyond link building. Learn modern strategies for building authority, reputation and visibility across platforms.

What is off-page optimization?

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-800x450.png" class="attachment-large size-large wp-post-image" alt="How to design landing pages that boost SEO and maximize conversions" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-design-landing-pages-that-boost-SEO-and-maximize-conversions.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Create landing pages that rank higher, attract clicks and convert visitors into customers by avoiding pitfalls and following best practices.


Over the last several months, I have tried to outline a more strategic approach to SEO. 
This starts with creating a unique SEO strategy, a lightweight SEO plan and upper funnel SEO content ideation using SCAMPER and the Value Proposition frameworks. Finally, this month, I want to look at optimized service landing pages. 
This is the bottom of the funnel: pages that will work for SEO and PPC traffic and are helpful, user-focused pages that are scientifically constructed to convert. 
By following these articles, you can go from top-level strategy to lead gen with a strategic feather in your SEO cap. 
To help in this endeavor, I have created a simple template you can copy and use as you work through this article. 
SEO and CRO: Landing page optimization template
Landing page optimization matters for SEO
Your customers may well browse around your website, but there will always be key pages that aim to drive conversions. We can call these landing pages for convenience, but a customer may land directly or get here via another customer journey. 
The vital bit is that these pages are where the marketing rubber hits the website and you must convince the visitor to do business with you. 
If these conversion pages are not finely tuned, you risk losing traction and seeing your customers return to wherever they came from – never to be seen again! 
In this marketing environment, where more searches result in zero clicks, social networks are not keen on referring traffic and AI marches relentlessly on, when you get someone, you must convince them to take action. 
Below is a simple process for building a high-performance landing page that does just that. A page that will rank highly, drive engagement and have customers knocking on your door to do business with you.  
SEO leaks and leaky landing pages
Before we dive in, some important context helps frame the approach. 
Earlier this year, we had the first major Google search algorithm leak, which covered some elements of how the dominant search engine ranks results. 
There is a lot to unpack, and it is outside the scope of this article. However, one area of insight is user engagement metrics. The general takeaway is that behavioral metrics like clicks, time spent on a page and click-through rates (CTR) influence rankings. 
More recently, SEO expert Cindy Krum has theorized that user engagement may be even more critical for SEO. The general idea is that Google is using users’ behavior in Google Chrome to help understand high-engagement pages. 
Think about this for a second. Google has the most popular web browser, Google Chrome and the most popular mobile operating system, Android. That is a lot of engagement data, and in many ways, it would be crazy if they were not using it! 
This is reassuring, as it means that good SEO and good marketing are the same. Sure, we need to dial in our technical SEO and optimize around the language of our target audience, but we also need to make pages that speak to their wants, needs and pains. 
To create a solid landing page that ranks and converts, we focus on understanding and helping our target audience. That is music to my ears! 
Common landing page problems
Before we outline what to do, let’s look at common problems and what you should avoid.
The page is too complicated. 
Too wordy – message not clear enough
No clear calls to action (or weak calls to action)
Images and wording do not line up
Unclear or flowery language 
There is no lead generation to feed the funnel
Technical niggles like fast sliders etc
Not focused on the needs of the visitor (and is all about you)
There are many reasons a conversion-focused page fails, but these are some of the usual suspects. It is helpful to know what you are trying to avoid upfront! 
Who is the audience?
Before we get started, make sure to carefully define your audience segment. 
This is marketing basics, but essential. Your messaging can only hit the spot if you are talking to a specific audience segment. 
Choose a carefully defined segment and build your page around their pains, needs and wants. 
A perfectly optimized landing page: 10 key elements
Landing pages must quickly and effectively communicate how you can help solve the customer’s problems or help them achieve their goals. 
Most fail because they confuse or overload visitors by trying to do too much. The best landing pages focus on simplicity, clear messaging and leading the visitor through a series of steps towards a call to action. 
As time-challenged marketers, this approach provides a simple framework for creating powerful, optimized landing pages. This removes some cognition regarding how to structure the page, allowing you to focus on what matters. 

					
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There are ten elements for the perfect landing page. 
Generally, the more of these you use, the better. The order can change somewhat, but you can follow this precisely as laid out (and fill this out in our template as you read the document). 
For some businesses, not all elements are needed and things like video can be a barrier, so consider the first six elements absolutely essential and the others icing on the cake. 
Remember, the most effective landing pages have a clear message, outline the stakes of not taking action, build trust and convert into leads or sales. 
The key components are:
1. Clear header section
You have around 10 seconds to make an excellent first impression on your visitors and get them to grasp your offer, or you will lose them forever! 
A few valuable aspects to consider here are:
What do you offer?
How does it make the customer’s life better?
How do they buy it?
It is helpful to ask those questions and ensure you are going some way to answering them immediately. 
Clarity matters here. There should be no complexity or clever wording, just concise, clear messaging. 
The components of your header section should be:
Headline: A clear, concise headline that defines the problem you solve. It should address your customer’s main pain point or goal in as few words as possible.
Sub-headline: A short line explaining the solution your business offers and how it benefits the customer.
Call to action (CTA): A strong and visible button that directs visitors to take immediate action, such as “Buy Now,” “Schedule a Call,” or “Get a Quote.” Consider also a transactional CTA for a mailing list, discount or voucher for those needing more time to take action!
Soft call to action (CTA): A secondary CTA for maybe an email or a download or something to allow you to carry on the conversation (optional)
Hero image: A visual or video that captures attention and reinforces your message (product image, video, or lifestyle shot of your customer benefiting from the solution).
Note: The visitor is not likely to convert here initially but may well bounce back to the top of the page at any point during the following steps. We want a clear, strong call to action so they know exactly what to do! 
2. The problem section
This section covers what will happen if the prospect does not act. You outline the stakes and paint a picture of failure for them to avoid. 
You want a sprinkle of negative to make the positive that follows all the sweeter! Don’t overdo it. 
Some questions to ask:
What are you helping the customer avoid or overcome?
What is the cost of not using your solution? Wasted time etc.
Here, you should: 
Identify the problem: Briefly outline the specific problem your customer is facing, demonstrating that you understand their pain points.
Agitate the problem: Emphasize the consequences of not addressing the problem, creating a sense of urgency. 
3. The solution section
This is where the psychological aspects of this structure start to take hold. You have outlined what you offer and the impact of not buying your product. 
Now, you must follow up with the results the customer can expect and what I like to call the promised land. The positive aspects here feel all the more potent due to the negatives in the problem section. 
Outline your value proposition and justify charging more than competitors by adding value. 
Often, these are things that the business already provides but still needs to articulate. 
The Value Proposition Canvas can help with this process by listing all elements of the product and the relevant benefits. 
Introduce the solution: Present your product or service as the solution to the problem. Be clear about how your offering provides value and solves the customer’s issue.
Benefits list: Highlight three to four key benefits or results your customer will experience by choosing your product/service.
4. Trust-building section
If you do the above well, we will have the visitor’s attention and must get them to trust us. This continues to add layers to the steps above and nurture them towards action. 
To build trust, you have to demonstrate empathy and authority. Empathy shows that you truly understand how the customer feels and authority shows that you have the hard experience to help. 
Example: “We know how frustrating it is to have a website that is converting. This is why we took 25 years of web design and digital marketing experience to create this winning framework for websites that convert every time.” 
In this section, include the following:
Empathy and authority statement: a simple statement that shows empathy and experience. Can be a header and subheader. 
Testimonials: Include customer testimonials demonstrating how your business has successfully helped other people like your target audience. 
Logos or trust badges: Display logos of well-known clients or certifications that build credibility and trust.
5. A three-step plan 
At this point, your visitor should have their credit card in hand. You need to give them a simple, scannable, three-step plan detailing how they proceed. 
The plan must show the customer how easy it is to work with you and get results, removing complexity and making the customer journey clear.
Step 1: What the customer needs to do. (e.g., “Schedule a consultation.”)
Step 2: How your business will help them. (e.g., “We will create a customized plan.”)
Step 3: The desired outcome. (e.g., “Start growing your business”)
It’s best to keep this bit visually simple. Three columns usually do the trick with a 1, 2 and 3 with a short header, an image and a simple description that is as concise as possible. 
Remember that people will skim through the content before reading it thoroughly, so ensure it’s easy to scan and encourages a second, more detailed read.
6. The explanatory section
Not all products are straightforward. While some customers may be hooked by the earlier sections, others will need more detail. 
This is where the explanatory section comes into play.
Here, you can have a paragraph or other page elements, such as FAQs, drop-down menus, etc., that help explain the offer and answer any customer questions or concerns. 
This section is useful for SEO so always:
Clarify the offer: In a paragraph or two, explain your offer in more detail without jargon or technical language. Reinforce how the customer will benefit and why it’s the best solution for their problem.
Overcome objections: Your sales team should be able to provide insight into the most common customer objections. This section can help you overcome some of those and remove any barriers to conversion. 
Include FAQs: If you need to, you can add a series of FAQ questions that are accessible via a drop-down so the customer can skim and pick out the points of interest. 
7. Video (Optional)
Some people prefer video. They may skim the above but a video may be what pushes them forward. Your video, although optional, should simply lay out the steps above. 
This is optional and can create a barrier in some situations, giving you even more potential traction. 
Time – 1 to 3 minutes: Keep it short and sweet. Make it as short as possible. 
Engagement:  Make the first 30 seconds compelling to get people to keep watching.
Video Hosting: be sure to host the video on a professional video hosting platform so it scales and keeps the site loading fast! 
You have already done the hard work here, so simply lay out everything from the process above, and you will grab those users who prefer to watch rather than read. 
Remember, if you use SEO for your content marketing, you may find other ways to make this video work for you!
8. Pricing (Optional)
If suitable for your product, have a pricing table. There is a reason why pricing pages are often some of the most highly clicked pages on a website. 
This reminds me of the old 4Ps of marketing: product and price being the first two. The product has to be right, but so does the price. 
Pricing tiers: If applicable, include pricing options that let visitors see what they’ll get for different service levels. Show that you offer value at each price point.
Options: Customers like options, so have three tiers if possible, even if this means bundling products.
9. Final CTA
Here, I like to have a simple, strong CTA. Typically, just repeat the primary CTA from the top of the page and use both a lightweight (email signup) and heavyweight (buy now) CTA.
Repeat your CTA: At the bottom of the page, repeat the main call to action. Keep it direct and actionable (e.g., “Get Started Now”).
10. Everything else
Visitors may want to know a bit more about you, so anything else you feel is important can go down here. 
Typically this ends up looking like a standard website footer with links to your About us and Contact pages.
Conversion tips
To recap, there are a few guiding principles here to ensure your landing page is effective:
Clarity over cleverness: Avoid using fancy language or creative metaphors that might confuse visitors. Be straightforward and focus on solving their problems, using crystal-clear language. 
Limit distractions: Remove unnecessary links, text, or images that distract from the main call to action. The goal is to guide the customer down the page in a logical, focused way.
Consistent CTA: Use the same primary call to action (e.g., “Schedule a Call”) throughout the page to avoid confusing visitors with too many options.
Mobile optimization: Ensure that your landing page is fully optimized for mobile viewing, as many visitors will access it from their smartphones.
Page load speed: Make sure the page loads quickly. A slow page can cause potential customers to leave before they see your message.
Video hosting: Use professional video hosting so the video can be scaled to the correct bandwidth for the device used to access the page!
Sample wireframe layout for your landing page
This should then give you something that looks like this
Hero section

Headline
Sub-headline
Call to action
Hero image/video
Problem section

Outline the customer’s problem and agitate it.
Solution section

Introduce your solution and highlight key benefits.
Trust-building section

Include testimonials and logos/trust badges.
Plan section

Present a three-step plan to show how easy it is to work with you.
Explanatory Paragraph

Clarify your offer in simple, clear language.
Pricing Section (Optional)

Display pricing options, if relevant.
Final CTA

Repeat the main call to action with emphasis.
The result
The result of this process is a blueprint for a page that will rank, engage and convert. 
Typically, we fill out each section in the template and maybe even scratch this out on a sheet of paper to get a feel for the layout. 
This can then be fed into your web designer or development team to wire it up and make it look pretty. 
This process makes it easy for you to specify high-impact landing pages that remove any ambiguity for your visitors and guide them inexorably toward a conversion.

Create landing pages that rank higher, attract clicks and convert visitors into customers by avoiding pitfalls and following best practices.

How to design landing pages that boost SEO and maximize conversions

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-1536x865.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>An in-depth look at organic search traffic trends and SERP insights across seven industries.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-1536x865.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<figure class="wp-block-image size-large"><a href="https://downloads.digitalmarketingdepot.com/CON_2409_BnchmkRprt_landingpage_post.html?utm_source=sel&amp;utm_medium=post"><img decoding="async" width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png" alt="" class="wp-image-447660" srcset="https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report-1536x865.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/Industry-benchmark-report.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></a></figure>



<p>Website traffic comes from various channels, including search, direct, paid, referral, and social. Search traffic is arguably the most crucial form of traffic since it connects the right audience—with the right search intent at the right funnel stage—to your site via SERPs and helps you answer the questions your customers are asking. </p>



<p>It’s also the only channel that produces reliable, long-term traffic. Unlike paid campaigns, there is no end date for the lifespan of a piece of content. An effective piece of optimized, value-driven, helpful content can continue to rank well for years.</p>



<p>However, identifying organic search KPIs and evaluating your organic search traffic performance poses a challenge. Industry-wide organic search traffic benchmarks are hard to come by due to limited access to the back-end performance analytics of a reliable sample size of websites.</p>



<p>Conductor took on the challenge of identifying industry-specific benchmarks for organic search in 2024 to help brands better evaluate the effectiveness of their organic SEO &amp; content strategies and learn how to adapt accordingly. Visit Digital Marketing Depot to download their <a href="https://downloads.digitalmarketingdepot.com/CON_2409_BnchmkRprt_landingpage_post.html?utm_source=sel&amp;utm_medium=post"><strong>2024 Organic Search Traffic Benchmarks Report</strong>. </a></p>



<p></p>


Website traffic comes from various channels, including search, direct, paid, referral, and social. Search traffic is arguably the most crucial form of traffic since it connects the right audience—with the right search intent at the right funnel stage—to your site via SERPs and helps you answer the questions your customers are asking. 
It’s also the only channel that produces reliable, long-term traffic. Unlike paid campaigns, there is no end date for the lifespan of a piece of content. An effective piece of optimized, value-driven, helpful content can continue to rank well for years.
However, identifying organic search KPIs and evaluating your organic search traffic performance poses a challenge. Industry-wide organic search traffic benchmarks are hard to come by due to limited access to the back-end performance analytics of a reliable sample size of websites.
Conductor took on the challenge of identifying industry-specific benchmarks for organic search in 2024 to help brands better evaluate the effectiveness of their organic SEO & content strategies and learn how to adapt accordingly. Visit Digital Marketing Depot to download their 2024 Organic Search Traffic Benchmarks Report.

An in-depth look at organic search traffic trends and SERP insights across seven industries.

Search traffic benchmarks report for 2024 by Digital Marketing Depot

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing-550x310.jpg 550w, https://searchengineland.com/wp-content/seloads/2021/10/hiring-in-search-marketing.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

Looking to take the next step in your search marketing career? 
Below, you’ll find the newest jobs at brands and agencies in SEO, PPC and digital marketing – as well as positions we’ve shared in previous weeks that are still open. 
Newest jobs in SEO, PPC and digital marketing
SEO Specialist, MMP Associates, Inc (Remote)
Salary: $60,000
Conduct research and prepare reports for potential new clients.
Analyze competitive landscapes and identify opportunities for improvement.
SEO Content Strategist, City Staffing (Hybrid, Chicago, IL)
Salary: $80,000
Plans, executes, and manages written content for marketing web pages. Coordinates review cycles and obtains all approvals to publish new/updated pages on time. Ensures content is up-to-date and accurate.
Plans SEO keywords to optimize organic search performance and manages content marketing editorial calendar.
SEO Content Marketing Manager, NoGood (Remote)
Salary: $80,000 – $100,000
Drive content marketing initiatives for NoGood as well as NoGood’s partners.
Liaison with Product and Marketing teams to ensure all technical SEO best practices are implemented for NoGood and each of our clients.
SEO Manager, Level (Remote) 
Salary: $65,000 – $85,000
You’ll conduct thorough industry research and keyword analysis to create tailored SEO strategies that align with client objectives.
You’ll work closely with internal teams, such as creative and development, and clients to ensure SEO efforts align with broader marketing strategies.
Search Engine Optimization Director, Red Ventures (Hybrid, New York, NY)
Salary: $130,000 – $210,000
Own the organic performance of one (or more) of Bankrate’s vertical businesses and lead a team of 1-5 growth marketing analysts with varying experience levels.
Analyze organic search landscapes to find opportunities that drive valuable traffic and bottom-line value for the business in collaboration with our experience and business teams.
Paid Media Lead, Intelletec,(Santa Monica, CA)
Salary: $100,000 – $130,000
Build new campaigns and optimize existing campaigns in Meta, TikTok, Pinterest, Snapchat, and other paid channels
Optimize campaign performance and coordinate new campaign
Manager, Paid Search, Gap (San Francisco Bay Area, CA)
Salary: $112,100 – $148,500
Manage day-to-day Paid Search activation and execution, acting as the main point of contact with Media Agency resources dedicated to Paid Search
Partner closely with search partners and agency to deliver business goals including but not limited to maximizing incremental demand and return on ad spend and improving efficiencies
Manager, Paid Media, WSJ (New York, NY)
Salary: $95,000 – $120,000
Create an effective strategic framework across paid media channels including Google (Google Ads and DV360), Bing, Facebook, Instagram, Twitter, TikTok, Snapchat, etc.
Optimize US, International, and App strategies for each channel to improve performance and ensure the KPI goals are met.
Paid Search Associate, TorchLight Hire (Remote)
Salary: $80,000 – $90,000
Lead strategy and execution of SEM campaigns, including the day-to-day management of writing ads, evaluating keywords, optimizing performance, and pacing spend.
Collaborate with clients on campaign strategy, key objectives and KPIs, forecasting, and campaign infrastructure pre-planning.
Google PPC Expert, Commerce Pundith (Duluth, GA)
Salary: $60,000 – $90,000
PPC Campaign Management: Create, manage, and optimize Google Ads campaigns to achieve client objectives
Keyword Research: Conduct thorough keyword research and selection for campaigns
More SEO jobs
SEO Specialist, Ballistic Agency (Remote)
Salary: $90,000 – $110,000
Crafting SEO-optimized copy for product listing pages (PLPs) featuring 20+ products
Identifying and fixing broken internal links (404 errors) and creating redirects to maintain site health
Technical SEO Manager, Growth Plays (Remote)
Salary: $75,000 – $100,000
You will own audits, domain and CMS migrations, and reporting build outs.
You will be tapped by account managers when technical SEO arise that are complex and need further investigation.
Sr. Paid Media/SEO Manager, Aviatrix (Remote)
Salary: $148,000 – $184,000
Provide weekly, monthly, and quarterly reports focused on Paid and SEO growth
Manage paid media / SEO agency day-to-day relationships and support contract negotiations
SEO Manager, Equinix (Dallas, TX)
Salary: $111,000 – $185,000
The candidate should possess a strong understanding of search engine algorithms, keyword research, on-page and off-page optimization techniques, link building strategies, and SEO tools.
The candidate should understand the value of research and reporting in SEO and be well versed in site audits and data analysis to guide decision making. 
SEO Strategist, Go Fish Digital (Remote)
Salary: $70,000 – $100,000
Oversee tactical work and execute strategy for technical and on-page deliverables around the client’s goals (pivot strategy when needed)
Create in-depth reports that paint the story of the results
Sr. SEO Specialist, Bullseye Strategy (Remote)
Salary: $73,000 – $80,000
Developing strategy (onsite, offsite, content, & technical)
Responsible for SEO audits of all types (technical, content, keyword, etc.)
SEO Strategist, SuperTokens (Remote)
Salary: $60,000 – $70,000
SEO Strategy Development: Develop and execute a comprehensive SEO strategy to increase organic traffic, improve search engine rankings, and drive user acquisition.
Keyword Research: Perform detailed keyword research to identify high-impact opportunities, relevant to our audience, and optimize content accordingly.
SEO Manager, LaunchDarkly, (Hybrid, San Francisco, CA)
Salary: $114,000 – $134,000
Develop new organic search traffic that builds LaunchDarkly’s profile within the developer and engineering leadership communities, ultimately leading to more positive business outcomes
Build LaunchDarkly’s SEO content roadmap, and collaborate with stakeholders throughout the marketing organization to execute on the roadmap
SEO Manager, Apartment List (San Francisco, CA)
Salary: $125,000 – $168,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
SEO Department Manager, Get Found Fast (Hybrid, Greenwood Villace, CO)
Salary: $80,000 – $90,000
Lead the SEO team to maximize productivity, job satisfaction, and professional growth.
Identify and implement scalable, technical SEO practices that enable reliable organic growth for clients.
SEO Manager. Equinix, (Dallas, TX)
Salary: $111,000 – $185,000
Strong understanding of search engine algorithms, keyword research, on-page and off-page optimization techniques, link building strategies, and SEO tools.
The candidate should understand the value of research and reporting in SEO and be well versed in site audits and data analysis to guide decision making.
SEO Content Manager, Black & White Zebra (Remote)
Salary: $70,000 – $110,000
Meticulously plan and prioritize the cluster development for specific publications
Develop, execute and map keyword plans for those clusters that map to our internal customer journeys
Director, SEO (Team Lead), Growth Plays (Remote)
Salary: $105,00 – $140,000
This role is ideal for a well rounded and experienced people manager with deep expertise in agency services, SEO, and project management.
You will report directly to the CEO and manage several direct reports.
SEO Manager, Apartment List, (Remote)
Salary: $108,000 – $140,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
SEO Manager, Zocdoc, (New York, NY)
Salary: $100,000 – $145,000
Leading a continuous process to identify product, content, UX, and technical SEO projects to grow Zocdoc’s organic search audience.
Conducting audits and research to pinpoint growth opportunities.
SEO Content Strategist, Sagapixel (Hybrid, Cherry hill, NJ)
Salary: $60,000 – $70,000
We’re looking for someone with a solid background in content strategy and on-page SEO who really knows their way around GSC.
You’ll be producing briefs for new content, revising existing content, performing on-page entity optimization, and making sure we’re achieving goals.
SEO Manager, Charlie Heath (Hybrid, New York, NY)
Salary: £103,000 – $143,000
Set and execute our overall SEO strategy, including identifying our target topics and keywords and prioritizing our SEO tactics to achieve our goals
Partner closely with our Content team in the creation and optimization of our blog and web content
SEO Manager, Apartment List (Remote)
Salary: $108,000 – $140,000
Consistently analyze and monitor performance, identifying trends, and developing data-driven insights to guide decision-making and strategy adjustments
Provide regular updates, reporting, and presentations with the broader team and serve as the resident expert in all things SEO
Senior SEO Strategist, Array Digital (Remote)
Salary: $65,000 – $75,000
Constantly identifying long-term goals for all clients and creating plans to effectively achieve these goals.
Developing thorough SEO strategies that focus on the client’s objectives and opportunities.
Senior SEO Strategist, Webify (Remote)
Salary: $70,000 – $90,000
Client strategy planning and prioritizing, including: technical roadmap, content strategy, clients’ competitive landscape, link building/data-oriented PR, product/features – including building specs
Client engagement growth and extension
SEO Manager, Zocdoc (New York, NY)
Salary: $100,000 – $145,000
Leading a continuous process to identify product, content, UX, and technical SEO projects to grow Zocdoc’s organic search audience
Conducting audits and research to pinpoint growth opportunities
More PPC jobs
SEM Marketing Specialist (PPC & SEO), Fenix Lighting USA
Salary: $65,000 – $75,000
Develop and take ownership of our SEO and Pay Per Click marketing efforts
Gain an understanding of our current strategies, identify areas for improvement, execute your plans, and ultimately be able to show positive growth as a result of your work
Paid Media Manager (SEM/PPC), YPM (Irvine, CA)
Salary: $90,000 – $100,000
Build, launch, manage and optimize across multiple paid digital channels / search engine platforms media plans (Google, Bing, etc.) in varying verticals.
Develop and maintain strong, key relationships with clients/brands; communicate with clients and respective Google reps on strategic direction of PPC campaign initiatives, identifying key findings and recommendations
Director, Paid Media | Bankrate, Red Ventures (New York, NY)
Salary: $130,000 – $230,000
Own the paid media performance for all of Bankrate driving key down funnel results
Develop new strategies for Bankrate to penetrate into new markets and expand in existing markets
Associate Director, Paid Search, 80Twenty (Hybrid, San Francisco, CA)
Salary: £120,000 – $140,000
Full ownership of client’s paid search campaigns
Day to day point of contact and consultant for clients running paid search campaigns.
Paid Advertising Lead (FBA, Paid Search, Paid Social), Zappos Family of Companies (Las Vegas, NV)
Salary: $126,500 – $144,000
Develop and implement comprehensive paid advertising strategies to drive traffic, conversions, and revenue growth.
Manage and optimize campaigns across multiple channels, including Google Ads, Facebook Ads, Instagram, YouTube, and programmatic platforms.
Manager, Paid Search, Uqora (Hybris, San Diego, CA)
Salary: $104,000 – $157,000
Strategy ownership: Develop and implement comprehensive SEM strategies to achieve omnichannel business objectives for new customer acquisition and brand defense. 
Campaign Management: Partner with our search agency to manage and optimize paid search campaigns across various platforms, including Google Ads and Bing Ads, ensuring effective keyword targeting, ad copy, bidding strategies and experiment design.
Paid Media Manager, Creative Circle (Hybrid, Miami, FL)
Salary: $60,000 – $75,000
Ensuring agencies are performing effectively and meeting all campaign objectives-Handling daily tracking and optimization of paid media campaigns on Google Ads, Meta Ads, and Amazon – Developing and implementing strategies to improve performance across all platform
Monitoring campaign performance, analyzing results, and provide insights to improve efficiency. Using tools like Google Analytics and Meta Business Manager to generate reports
Performance Marketing Manager, Zealthy, (New York, NY)
Salary: Up to $140,000
Create and implement comprehensive paid search strategies to support the company’s marketing objectives and business goals
You will focus on all channels (new channels such as Snap, TV, streaming, etc. as well existing supporting existing channels such as Meta, etc.)
Manager, Paid Media (Hybrid), Apria, (Hybrid, San Diego, CA)
Salary: $125,000 – $160,000
Develop and execute comprehensive paid media strategies aligned with business objectives across 4 distinct brands (Lofta, ApriaDirect, ApriaHome, and ByramBaby)
Oversee campaign performance and identify optimization opportunities
Senior Manager, Paid Search, Resolute Digital (New York, NY)
Salary: $85,000 – $100,000
Develops planning strategy based on keyword research and search volume data
Selects appropriate paid search engine, SEM tactics and campaign objectives based on client goals
Paid Search Manager, MoneyLion (New York, NY)
Salary: $90,000 – $120,000
Lead the development and execution of integrated SEM & ASO strategies to optimize direct response campaigns, retargeting, app stores and A/B testing of creatives and landing pages
Identify Budget and track pacing on weekly, monthly, quarterly goals.
Search Engine Marketing Manager (SEM), Yelp (Remote)
Salary: $89,000 – $150,000
Manage the day-to-day operations for our paid search marketing strategy, setting up campaigns, optimizing bids, ad copy, landing pages and more.
Monitor and report on daily SEM portfolio performance using our in-house SEM systems and conduct analysis and investigations using Excel, Tableau, and SQL.
Sr. Manager, Performance Marketing, CLEAR (Hybrid, New York, NY)
Salary: $120,000 – $150,000
Develop and implement comprehensive performance marketing strategies to achieve CLEAR’s business objectives.
Manage and optimize performance marketing campaigns across platforms such as Google Ads, Facebook Ads, LinkedIn, and others.
Search Engine Marketing Manager (SEM), Yelp (Remote)
Salary: $89,000 – $150,000
Manage the day-to-day operations for our paid search marketing strategy, setting up campaigns, optimizing bids, ad copy, landing pages and more.
Analyze performance metrics from internal database tools, third party systems, APIs, and data feeds to drive growth in profit. 
Paid Search Marketing Manager, Vanta, (Remote)
Salary: $105,000
Analyze global paid search campaigns and drive daily optimizations as needed across bids and keywords.
Drive short, medium, and long-term workstreams to optimize ad copies, sitelinks, and landing page content for evergreen campaigns and product or campaign expansions.
Director, Paid Search, Digital Matter (New York, NY)
Salary: $136,000 to $165,000 (annual)
Manage execution and performance of search, shopping, display, and video advertising campaigns through the full account management life cycle
Serve as the key player in kick-off meetings, client relationship management, ad-serving, tech stack implementation, campaign optimization, and quarterly business planning.
Other SEM and digital marketing jobs
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Land your next job in SEO or PPC. These brands and agencies are hiring to fill open search marketing positions right now.

The latest jobs in search marketing

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Google's temporary post-election ad restrictions could significantly affect political campaigns' ability to share election-related messaging.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-800x450.jpg" class="attachment-large size-large wp-post-image" alt="" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-800x450.jpg 800w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-600x338.jpg 600w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-200x113.jpg 200w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-768x432.jpg 768w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-1536x864.jpg 1536w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920-150x84.jpg 150w, https://searchengineland.com/wp-content/seloads/2016/01/google-politics-elections-usa2-ss-1920.jpg 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>Google announces temporary restrictions on political advertising related to U.S. elections, effective after the last polls close on Election Day.</p>



<p><strong>Details:</strong></p>



<ul class="wp-block-list">
<li>Pause begins: After polls close on Nov. 5, 2024.</li>



<li>Affects: All ads relating to U.S. elections, their processes, or outcomes.</li>



<li>Includes: U.S. election ads and broader election-related content.</li>



<li>Duration: Temporary, with no specified end date.</li>
</ul>



<p><strong>Why we care.</strong> This update directly affects the ability to promote election-related content immediately after polls close in November. This move could disrupt post-election messaging strategies, a critical time when campaigns often seek to influence public opinion and shape narratives around election outcomes.</p>



<p>With no clear end date for the pause, those running political campaigns will need to plan alternative strategies and closely monitor when the policy is lifted to resume their campaigns.</p>



<p><strong>What&#8217;s exempt</strong>. Public information campaign ads run by state or federal election administration bodies.</p>



<p><strong>Between the lines:</strong> <a href="https://support.google.com/adspolicy/answer/15535182?hl=en&amp;ref_topic=29265&amp;sjid=17372498872857646339-EU">This policy</a> aims to prevent the spread of misinformation during the crucial period immediately following the election.</p>



<p><strong>What they&#8217;re saying:</strong> Google states it will notify advertisers when the policy is lifted.</p>



<p><strong>What to watch:</strong></p>



<ul class="wp-block-list">
<li>How political campaigns adjust their advertising strategies.</li>



<li>Potential impact on public discourse about election results.</li>



<li>When Google decides to lift the restriction.</li>
</ul>


Google announces temporary restrictions on political advertising related to U.S. elections, effective after the last polls close on Election Day.
Details:
Pause begins: After polls close on Nov. 5, 2024.
Affects: All ads relating to U.S. elections, their processes, or outcomes.
Includes: U.S. election ads and broader election-related content.
Duration: Temporary, with no specified end date.
Why we care. This update directly affects the ability to promote election-related content immediately after polls close in November. This move could disrupt post-election messaging strategies, a critical time when campaigns often seek to influence public opinion and shape narratives around election outcomes.
With no clear end date for the pause, those running political campaigns will need to plan alternative strategies and closely monitor when the policy is lifted to resume their campaigns.
What’s exempt. Public information campaign ads run by state or federal election administration bodies.
Between the lines: This policy aims to prevent the spread of misinformation during the crucial period immediately following the election.
What they’re saying: Google states it will notify advertisers when the policy is lifted.
What to watch:
How political campaigns adjust their advertising strategies.
Potential impact on public discourse about election results.
When Google decides to lift the restriction.

Google's temporary post-election ad restrictions could significantly affect political campaigns' ability to share election-related messaging.

Google to pause US election ads after polls close on November 5th

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-800x450.png" class="attachment-large size-large wp-post-image" alt="How to analyze PPC performance metrics" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>Learn how to effectively interpret PPC metrics to align advertising performance with business objectives and unlock growth opportunities.

<div><img width="800" height="450" src="https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-800x450.png" class="attachment-large size-large wp-post-image" alt="How to analyze PPC performance metrics" style="margin-bottom: 15px;" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-800x450.png 800w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-600x338.png 600w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-200x113.png 200w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2024/10/How-to-analyze-PPC-performance-metrics.png 1920w" sizes="(max-width: 800px) 100vw, 800px" /></div>
<p>When it comes to <a href="https://searchengineland.com/guide/what-is-paid-search">PPC</a>, success depends on more than just launching campaigns &#8212; it’s about understanding and analyzing the right performance metrics. </p>



<p>By knowing which data points to focus on and how to interpret them, you can make informed decisions that drive better results and align with your business goals.&nbsp;</p>



<p>This article breaks down the key metrics you need to monitor, from basic to advanced, and shows you how to use them to measure and improve your PPC performance.</p>



<h2 class="wp-block-heading" id="h-how-ppc-transformed-advertising-analytics">How PPC transformed advertising analytics</h2>



<p>When digital advertising first emerged, one of its most exciting features was its ability to offer precise data measurement, something traditional marketing lacked. With PPC, you could track everything:</p>



<ul class="wp-block-list">
<li>How many people visited your website.</li>



<li>How many viewed or clicked your ad.</li>



<li>Even the specific search terms they used to find it.&nbsp;</li>
</ul>



<p>This was revolutionary, giving advertisers unprecedented insights into their audience’s behavior.</p>



<p>Beyond basic metrics, PPC also introduced conversion tracking, allowing advertisers to see the exact ROI for each ad. Compared to traditional advertising or early banner ads, this level of reporting and attribution was a game-changer.</p>



<p>PPC didn’t just offer data &#8212; it allowed for deep dives into ad performance, audience profiling and the customer journey in ways never seen before. </p>



<p>Advertisers could spot trends early, forecast with greater accuracy and gain valuable insights into their competition. Like AI today, PPC disrupted the industry, forcing marketers to adapt to this new data-driven landscape.</p>



<p>However, just having access to all this data isn’t enough. Success depends on understanding and interpreting it effectively. It’s not just about having the information but knowing what to look for and why.&nbsp;</p>



<p>Like the Three-Eyed Raven in “Game of Thrones,” possessing all the knowledge in the world is useless without the context and skill to interpret it. Only then can you turn insights into meaningful, actionable strategies. (If you’re not a GOT fan, thanks for sticking with me!)</p>



<h2 class="wp-block-heading" id="h-reporting">Reporting</h2>



<p>Context is crucial, as it often ties back to the core business and account objectives.&nbsp;</p>



<p><a href="https://searchengineland.com/ppc-reporting-weekly-monthly-quarterly-annual-433799">Weekly, monthly and quarterly reporting</a> of PPC data should align with each client&#8217;s goals. While this may seem obvious, it is not always practiced.&nbsp;</p>



<p>The term &#8220;performance metrics&#8221; can vary significantly among clients, making it essential to establish a reporting structure tailored to different stakeholders.&nbsp;</p>



<p>This ensures you have the analytical foundation needed to meet client expectations, whether through a reporting template from platforms like Swydo or Report Garden.</p>



<p>Personally, I prefer a real-time Looker Studio performance dashboard (or other real-time dashboards), where clients can adjust date ranges and access their own reporting without waiting for specific intervals.&nbsp;</p>



<p>This approach provides immediate insights and allows for the integration of data from various platforms beyond PPC, such as Shopify, Magento, WooCommerce and GA4.&nbsp;</p>



<p>By doing so, you can create a more comprehensive view that offers deeper context beyond just advertising performance.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/effective-ppc-reporting-analysis-431134"><strong><em>3 steps for effective PPC reporting and analysis</em></strong></a></p>



<h2 class="wp-block-heading" id="h-fundamental-ppc-metrics">Fundamental PPC metrics</h2>



<p>Before diving into advanced metrics, it&#8217;s essential to first consider the bread-and-butter metrics. These are the primary data points you review during your daily checks and serve as the foundation for any performance analysis.&nbsp;</p>



<p>Many clients prioritize (and some may even dwell on) these metrics because they are easily understood and have more in common with traditional metrics than the more advanced data. Additionally, these fundamental metrics will serve as the basis for the advanced metrics you examine later.</p>



<p>A quick sample of fundamental metrics would include:</p>



<ul class="wp-block-list">
<li><strong>Impressions</strong>: The amount of people who have viewed your ads.</li>



<li><strong>Clicks</strong>: The amount of people that have clicked on your ad.</li>



<li><strong>Average cost per click (CPC)</strong>: Cost divided by clicks.</li>



<li><strong>Click-through rate (CTR)</strong>: Clicks divided by impressions.</li>



<li><strong>Unique sessions</strong>: Amount of users who have been on your website.</li>



<li><strong>Conversion value</strong>: The amount of revenue generated from a sale.</li>
</ul>



<p>The above metrics often serve as the foundation for most basic PPC reports I’ve encountered.&nbsp;</p>



<p>Google typically provides these metrics natively, with only minimal coding needed to enable conversion tracking for conversion value. I still consider this fundamental as it is essential for analyzing performance.&nbsp;</p>



<p>Your advertising objective should focus on improving the click-through rate of your ads and making them more engaging to enhance campaign efficiency.&nbsp;</p>



<p>This, in turn, can increase the number of impressions and clicks, allowing you to scale performance.&nbsp;</p>



<p>Also, aim to decrease the average CPC, which theoretically enables you to generate more traffic for your spending, particularly when stepping up with display ads.</p>



<p>They serve a purpose and need to be the first point of analysis, especially in identifying campaign disruptions. Some examples would include:</p>



<ul class="wp-block-list">
<li>Clicks are down 75% day on day on Performance Max ads? Feed issues.</li>



<li>Clicks are up 100% day on day on Performance Max ads? Spike in Display channel distribution.</li>



<li>Average CPC up 25% in brand campaign month on month? A couple of new competitors in the market bidding on your brand keywords.</li>



<li>CTR down 20% month on month? Those new keywords aren’t relevant enough.</li>
</ul>



<p>Ultimately, though, all the fundamental metrics won’t be enough to analyze independently if your priority objectives are being met.&nbsp;</p>



<p>Just remember that the next time a client questions why clicks are down 10% year on year or why CTR is down 15%, they need to focus on the fact that POAS is up 25% and LTV is up 15%.&nbsp;</p>



<p>These metrics are directly related to the business objectives, such as becoming more efficient with advertising spend in a year characterized by tougher market conditions and fewer growth opportunities.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/setting-ppc-goals-kpis-metrics-funnel-stage-436531"><strong><em>Setting PPC goals: How to tailor KPIs and metrics for each funnel stage</em></strong></a></p>



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<hr class="wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background"/>



<h2 class="wp-block-heading" id="h-advanced-ppc-metrics">Advanced PPC metrics</h2>



<p>I mentioned a few above, but some advanced metrics include:</p>



<ul class="wp-block-list">
<li><strong>Return on ad spend (ROAS)</strong>: Advertising cost divided by conversion value.</li>



<li><strong>Gross profit</strong>: The amount of gross profit you make for each sale.</li>



<li><strong>Profit on ad spend (POAS)</strong>: Advertising cost divided by gross profit.</li>



<li><strong>Lifetime value (LTV)</strong>: The average value of each user who makes a purchase.</li>



<li><strong>New user acquisition</strong>: The amount of new customers generated.</li>



<li><strong>Returning user %</strong>: The proportion of returning users to your website.</li>



<li><strong>Brand recall</strong>: The % users who can remember your brand from a surveyed group.</li>
</ul>



<p>All of the above can be linked to a common business objective, which can then be translated into advertising goals.&nbsp;</p>



<p>Some metrics are more challenging to obtain than others &#8212; for instance, Google requires a minimum spend of $5,000 on YouTube ads over a 10-day period just to ask one question for its brand lift measurement. </p>



<p>However, only the appropriate metrics are needed for relevant performance analysis.</p>



<p>To elevate your performance analysis, you must shift from relying solely on Google platform data to incorporating a mix of other platforms for a more holistic view.&nbsp;</p>



<p><a href="https://searchengineland.com/how-to-use-google-analytics-4-guide-431630">Google Analytics 4</a> is an obvious supplemental tool, but you can also use third-party attribution or management software like Triple Whale, Profit Metrics, SMEC and Optmyzr for deeper insights.&nbsp;</p>



<p>While this isn&#8217;t always necessary, it becomes a valuable option if your account is large and performance analysis is a collaborative and regular exercise prioritized by the client – especially if Google data alone isn’t trusted.</p>



<p>For instance, Google now tracks lifetime value within the account. However, if tracking was recently installed, it may take time to build accurate data on customer value. More mature and holistic data from other platforms may be used instead in such cases.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/ppc-kpis-track-measure-success-443072"><strong><em>3 PPC KPIs to track and measure success</em></strong></a></p>



<h2 class="wp-block-heading" id="h-business-objective-advertising-objective">Business objective = advertising objective</h2>



<p>If expanding the customer base is one of the advertising objectives, identifying and evaluating LTV and new user acquisition will be essential.&nbsp;</p>



<p>Accurate data is critical, so many look beyond Google tracking. When you’re confident in your data – whether for reporting or optimization – it provides the necessary context for performance analysis.&nbsp;</p>



<p>For example, if a customer’s LTV is around $5,000 and the is on focus on acquiring new customers, metrics like conversion value and ROAS become less relevant.</p>



<p>A campaign targeting only new user acquisition might have a ROAS of 100%, which, at first glance, isn&#8217;t great since you&#8217;ve only generated the same amount you spent.&nbsp;</p>



<p>However, with an average order value of $500 and an LTV of $5,000, your actual ROAS is closer to 1,000% when determining the customer’s future sales.</p>



<p>Accurate evaluation of LTV, combined with precise new user acquisition data, helps achieve your campaign objectives. It also helps identify a target “New User ROAS” that you can regularly analyze and optimize at the campaign level.</p>



<p>If profit is the client’s priority objective, metrics like conversion value and ROAS become less important during performance reviews.&nbsp;</p>



<p>You might have a campaign that generates a 1,000% ROAS (like the example above), but it turns out the client’s margins are very low, and they actually incur a loss with a 75% POAS (where 100% is break-even).&nbsp;</p>



<p>In contrast, another campaign might generate a 500% ROAS, but because the products have better margins, the POAS is 150%.</p>



<p>Without context, anyone analyzing the account would recommend allocating more budget to the first campaign since it achieved double the ROAS.&nbsp;</p>



<p>However, with the business objective in mind, the second campaign would be identified as having the greatest growth opportunity, given its double POAS.</p>



<h2 class="wp-block-heading" id="h-make-your-ppc-performance-analysis-more-meaningful">Make your PPC performance analysis more meaningful</h2>



<p>When analyzing and reporting on PPC performance, the objectives must remain at the core.&nbsp;</p>



<p>Foundational metrics are important, but clients and businesses often fixate on them during performance discussions. Instead, the focus should shift to advanced metrics that better show whether the advertising channel is achieving its goals.</p>



<p>Too much focus on clicks, impressions and average CPC diverts attention from what truly matters. This can also affect how campaigns are managed, risking a misalignment of priorities and drifting performance.</p>



<p>It’s the account manager’s responsibility to guide clients toward the metrics that matter.&nbsp;</p>



<p>Build your reports and dashboards around relevant KPIs that support the performance narrative and assist in deeper analysis of the account, campaigns, products and services.&nbsp;</p>



<p>This approach will help uncover trends, issues, opportunities and insights that position you for long-term success.</p>



<p><strong><em>Dig deeper: </em></strong><a href="https://searchengineland.com/tracking-analyzing-ppc-results-432929"><strong><em>6 tips to track and analyze PPC results</em></strong></a></p>



<p></p>

When it comes to PPC, success depends on more than just launching campaigns — it’s about understanding and analyzing the right performance metrics. 
By knowing which data points to focus on and how to interpret them, you can make informed decisions that drive better results and align with your business goals. 
This article breaks down the key metrics you need to monitor, from basic to advanced, and shows you how to use them to measure and improve your PPC performance.
How PPC transformed advertising analytics
When digital advertising first emerged, one of its most exciting features was its ability to offer precise data measurement, something traditional marketing lacked. With PPC, you could track everything:
How many people visited your website.
How many viewed or clicked your ad.
Even the specific search terms they used to find it. 
This was revolutionary, giving advertisers unprecedented insights into their audience’s behavior.
Beyond basic metrics, PPC also introduced conversion tracking, allowing advertisers to see the exact ROI for each ad. Compared to traditional advertising or early banner ads, this level of reporting and attribution was a game-changer.
PPC didn’t just offer data — it allowed for deep dives into ad performance, audience profiling and the customer journey in ways never seen before. 
Advertisers could spot trends early, forecast with greater accuracy and gain valuable insights into their competition. Like AI today, PPC disrupted the industry, forcing marketers to adapt to this new data-driven landscape.
However, just having access to all this data isn’t enough. Success depends on understanding and interpreting it effectively. It’s not just about having the information but knowing what to look for and why. 
Like the Three-Eyed Raven in “Game of Thrones,” possessing all the knowledge in the world is useless without the context and skill to interpret it. Only then can you turn insights into meaningful, actionable strategies. (If you’re not a GOT fan, thanks for sticking with me!)
Reporting
Context is crucial, as it often ties back to the core business and account objectives. 
Weekly, monthly and quarterly reporting of PPC data should align with each client’s goals. While this may seem obvious, it is not always practiced. 
The term “performance metrics” can vary significantly among clients, making it essential to establish a reporting structure tailored to different stakeholders. 
This ensures you have the analytical foundation needed to meet client expectations, whether through a reporting template from platforms like Swydo or Report Garden.
Personally, I prefer a real-time Looker Studio performance dashboard (or other real-time dashboards), where clients can adjust date ranges and access their own reporting without waiting for specific intervals. 
This approach provides immediate insights and allows for the integration of data from various platforms beyond PPC, such as Shopify, Magento, WooCommerce and GA4. 
By doing so, you can create a more comprehensive view that offers deeper context beyond just advertising performance.
Dig deeper: 3 steps for effective PPC reporting and analysis
Fundamental PPC metrics
Before diving into advanced metrics, it’s essential to first consider the bread-and-butter metrics. These are the primary data points you review during your daily checks and serve as the foundation for any performance analysis. 
Many clients prioritize (and some may even dwell on) these metrics because they are easily understood and have more in common with traditional metrics than the more advanced data. Additionally, these fundamental metrics will serve as the basis for the advanced metrics you examine later.
A quick sample of fundamental metrics would include:
Impressions: The amount of people who have viewed your ads.
Clicks: The amount of people that have clicked on your ad.
Average cost per click (CPC): Cost divided by clicks.
Click-through rate (CTR): Clicks divided by impressions.
Unique sessions: Amount of users who have been on your website.
Conversion value: The amount of revenue generated from a sale.
The above metrics often serve as the foundation for most basic PPC reports I’ve encountered. 
Google typically provides these metrics natively, with only minimal coding needed to enable conversion tracking for conversion value. I still consider this fundamental as it is essential for analyzing performance. 
Your advertising objective should focus on improving the click-through rate of your ads and making them more engaging to enhance campaign efficiency. 
This, in turn, can increase the number of impressions and clicks, allowing you to scale performance. 
Also, aim to decrease the average CPC, which theoretically enables you to generate more traffic for your spending, particularly when stepping up with display ads.
They serve a purpose and need to be the first point of analysis, especially in identifying campaign disruptions. Some examples would include:
Clicks are down 75% day on day on Performance Max ads? Feed issues.
Clicks are up 100% day on day on Performance Max ads? Spike in Display channel distribution.
Average CPC up 25% in brand campaign month on month? A couple of new competitors in the market bidding on your brand keywords.
CTR down 20% month on month? Those new keywords aren’t relevant enough.
Ultimately, though, all the fundamental metrics won’t be enough to analyze independently if your priority objectives are being met. 
Just remember that the next time a client questions why clicks are down 10% year on year or why CTR is down 15%, they need to focus on the fact that POAS is up 25% and LTV is up 15%. 
These metrics are directly related to the business objectives, such as becoming more efficient with advertising spend in a year characterized by tougher market conditions and fewer growth opportunities.
Dig deeper: Setting PPC goals: How to tailor KPIs and metrics for each funnel stage

					
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See terms.
Advanced PPC metrics
I mentioned a few above, but some advanced metrics include:
Return on ad spend (ROAS): Advertising cost divided by conversion value.
Gross profit: The amount of gross profit you make for each sale.
Profit on ad spend (POAS): Advertising cost divided by gross profit.
Lifetime value (LTV): The average value of each user who makes a purchase.
New user acquisition: The amount of new customers generated.
Returning user %: The proportion of returning users to your website.
Brand recall: The % users who can remember your brand from a surveyed group.
All of the above can be linked to a common business objective, which can then be translated into advertising goals. 
Some metrics are more challenging to obtain than others — for instance, Google requires a minimum spend of $5,000 on YouTube ads over a 10-day period just to ask one question for its brand lift measurement. 
However, only the appropriate metrics are needed for relevant performance analysis.
To elevate your performance analysis, you must shift from relying solely on Google platform data to incorporating a mix of other platforms for a more holistic view. 
Google Analytics 4 is an obvious supplemental tool, but you can also use third-party attribution or management software like Triple Whale, Profit Metrics, SMEC and Optmyzr for deeper insights. 
While this isn’t always necessary, it becomes a valuable option if your account is large and performance analysis is a collaborative and regular exercise prioritized by the client – especially if Google data alone isn’t trusted.
For instance, Google now tracks lifetime value within the account. However, if tracking was recently installed, it may take time to build accurate data on customer value. More mature and holistic data from other platforms may be used instead in such cases.
Dig deeper: 3 PPC KPIs to track and measure success
Business objective = advertising objective
If expanding the customer base is one of the advertising objectives, identifying and evaluating LTV and new user acquisition will be essential. 
Accurate data is critical, so many look beyond Google tracking. When you’re confident in your data – whether for reporting or optimization – it provides the necessary context for performance analysis. 
For example, if a customer’s LTV is around $5,000 and the is on focus on acquiring new customers, metrics like conversion value and ROAS become less relevant.
A campaign targeting only new user acquisition might have a ROAS of 100%, which, at first glance, isn’t great since you’ve only generated the same amount you spent. 
However, with an average order value of $500 and an LTV of $5,000, your actual ROAS is closer to 1,000% when determining the customer’s future sales.
Accurate evaluation of LTV, combined with precise new user acquisition data, helps achieve your campaign objectives. It also helps identify a target “New User ROAS” that you can regularly analyze and optimize at the campaign level.
If profit is the client’s priority objective, metrics like conversion value and ROAS become less important during performance reviews. 
You might have a campaign that generates a 1,000% ROAS (like the example above), but it turns out the client’s margins are very low, and they actually incur a loss with a 75% POAS (where 100% is break-even). 
In contrast, another campaign might generate a 500% ROAS, but because the products have better margins, the POAS is 150%.
Without context, anyone analyzing the account would recommend allocating more budget to the first campaign since it achieved double the ROAS. 
However, with the business objective in mind, the second campaign would be identified as having the greatest growth opportunity, given its double POAS.
Make your PPC performance analysis more meaningful
When analyzing and reporting on PPC performance, the objectives must remain at the core. 
Foundational metrics are important, but clients and businesses often fixate on them during performance discussions. Instead, the focus should shift to advanced metrics that better show whether the advertising channel is achieving its goals.
Too much focus on clicks, impressions and average CPC diverts attention from what truly matters. This can also affect how campaigns are managed, risking a misalignment of priorities and drifting performance.
It’s the account manager’s responsibility to guide clients toward the metrics that matter. 
Build your reports and dashboards around relevant KPIs that support the performance narrative and assist in deeper analysis of the account, campaigns, products and services. 
This approach will help uncover trends, issues, opportunities and insights that position you for long-term success.
Dig deeper: 6 tips to track and analyze PPC results

Learn how to effectively interpret PPC metrics to align advertising performance with business objectives and unlock growth opportunities.

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Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

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