Published Articles

Thought leadership in industry publications.

SmartSearch Marketing experts share their knowledge and expertise via industry publications and websites.


Beyond last-click attribution: Other success metrics you should be tracking

Conversions are an important success metric, but they don’t tell the whole story. Columnist Kristie Colby discusses the importance of taking the whole customer journey into account. Digital marketing involves a series of opportunities to engage prospective customers; focus on your buyer’s entire journey, not just their final destination. Read the full text on:


Optimizing Conversions Isn’t Everything! Don’t Neglect What Happens Before & After

Are you maximizing your conversion potential? Columnist Dale Hursh discusses the activities and efforts that occur both before and after the conversion point, noting that focusing efforts here can increase conversions and ROI. Read the full text on:


3 Reasons B2B Marketers Must Embrace Mobile… Now

Have you optimized your B2B website for mobile search? If not, columnist Patricia Hursh explains why you must work to become mobile-friendly immediately. Read the full text on:


5 Trends In Local Search In 2015

Columnist Jason Decker reviews the year’s biggest developments in local search marketing. Which of these has impacted you the most? Read the full text on:


Create a Powerful Landing Page

Conversion – the one word that should drive most marketing decisions, but often doesn’t – is what we all want from a land­ing page. Converting a prospect into a bonafide lead, or better yet, a sale demonstrators landing page effectiveness. Companies invest big money in the who, what, where and how of the busi­ness through a website.The landing page might be beautiful, but it also needs to drive the desired results.
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5 Things New Advertisers Need to Know About Google AdWords Campaign Settings

Google’s default settings often aren’t as advantageous as one might think. Columnist Aaron Slusky explains which settings you may want to change. Read the full text on:


Tips For Getting A New Google AdWords Account Off On The Right Foot

Over the past year, I have launched many new Google paid search accounts. While the basic account structure and setup process have remained relatively consistent over the years, there have been a few recent changes that are worth mentioning.

In this article, I will cover the basics of Google AdWords account setup and share some tips on recent market changes.

Here are seven key steps to creating a new Google AdWords account:

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