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Search Synergy in 2020
This document discusses six major digital marketing trends for 2020: lifecycle marketing, conversational marketing, insights-driven marketing, technological advantage, rules and regulations, and digital transformation. It also outlines how to combine organic and paid search data from platforms like Google and Bing to track key metrics like clicks, impressions, click-through rate, average position, and costs over time to gain insights on search performance and conversions. The final sentences recommend taking initial small-scale steps to test approaches and begin measuring branded search results.
Search Synergy in 2020
- 1. DATA DRIVEN DIGITALMARKETING Search Synergy Trend Event OrangeValley Robert de Clercq
- 2. Digital Marketing Trends2020 De 6 trends voor 2020 Lifecycle Marketing Conversational Marketing Insights-driven marketing Technological Advantage Rules & Regulations Digital Transformation
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- 6. Data combineren Organic (Searchconsole) ➜Clicks ➜ Impressies ➜ CTR % ➜ Avg Positie Paid (Google / Bing) ➜ Clicks ➜ Impressies ➜ CTR % ➜ Avg pos ➜ Avg CPC ➜ Kosten ➜ Quality Score ➜ Aantal conversies ➜ Conversie ratio ➜ Totale conversie waarde
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- 13. ➜ Data combineren ➜Testen op kleine schaal ➜ Branded search ➜ Meten Eerste stappen zetten