Search Engine Marketing Feed

Discover practical and effective ways to keep costs down while hosting your local event. From budget-friendly venues to creative fundraising ideas, learn tips to make your event successful without breaking the bank.

Sun, 22 Jun 2025 14:54:33 +0300

Discover practical and effective ways to keep costs down while hosting your local event. From budget-friendly venues to creative fundraising ideas, learn tips to make your event successful without breaking the bank.

Discover the benefits of sponsoring an event for your brand, from increased visibility and networking opportunities to enhanced brand reputation. Learn how strategic sponsorship can drive growth and engagement for your business.

Sun, 22 Jun 2025 14:54:31 +0300

Discover the benefits of sponsoring an event for your brand, from increased visibility and networking opportunities to enhanced brand reputation. Learn how strategic sponsorship can drive growth and engagement for your business.

Unlock the secrets to attracting top talent effortlessly with our expert job posting advice. Discover strategies that enhance your job listings and draw in the best candidates for your organization.

Sun, 22 Jun 2025 14:52:39 +0300

Unlock the secrets to attracting top talent effortlessly with our expert job posting advice. Discover strategies that enhance your job listings and draw in the best candidates for your organization.

Discover the essential steps and expert tips for firing your first employee with confidence. This comprehensive guide covers everything you need to know to handle the process professionally and compassionately, ensuring a smooth transition for your team.

Sun, 22 Jun 2025 14:52:35 +0300

Discover the essential steps and expert tips for firing your first employee with confidence. This comprehensive guide covers everything you need to know to handle the process professionally and compassionately, ensuring a smooth transition for your team.

Discover the groundbreaking uses for autonomous vehicles that are transforming transportation today. Explore how these innovations are reshaping logistics, enhancing public transit, and improving road safety.

Sun, 22 Jun 2025 14:49:28 +0300

Discover the groundbreaking uses for autonomous vehicles that are transforming transportation today. Explore how these innovations are reshaping logistics, enhancing public transit, and improving road safety.

Discover how Paysafe Mobile Pay revolutionizes your payment experience with seamless transactions. Learn about its benefits, security features, and how to integrate it into your daily life for hassle-free payments.

Sun, 22 Jun 2025 14:49:22 +0300

Discover how Paysafe Mobile Pay revolutionizes your payment experience with seamless transactions. Learn about its benefits, security features, and how to integrate it into your daily life for hassle-free payments.

Meta introduces generative AI video advertising tools

Tue, 08 Oct 2024 19:51:45 +0300

New generative AI video creation tools for advertisers on Facebook and Instagram, Meta announced today.

The tools are rolling out in Advantage+ creative and will be more widely available to advertisers early next year.

Meta rolled out generative AI tools to resize images, change backgrounds and repurpose existing images to create multiple versions of ads in May. Since then, brands have been able to use these capabilities when building out their campaigns on Meta Ads Manager.

AI-powered analytics and optimization are also available to brands in Advantage+ campaigns.

Video Expansion. The tool allows advertisers to create more immersive video ads for Instagram and Facebook users. It generates unseen pixels in each frame to expand the dimensions of the video, making it a more native experience on the platforms.

The new Video Expansion feature was developed in response to the popularity of a similar feature for images.

Image Animation. This lets advertisers add movement to a fixed image on Instagram Reels. Now, advertisers don’t need an original video asset to upload — they can include videos in their campaigns automatically using genAI.

Brand voice and tone. Meta is testing capabilities to improve brand voice and tone in genAI-powered creative, based on feedback from advertisers and agencies. The company also has a tool with voice prompt capabilities for advertisers building out text creative. Advertisers can also upload a brand logo to guide genAI-created visual assets.

Closer creator partnerships. Meta also unveiled a tool to create more integrated creator campaigns. It lets Advertisers incorporate creator content into collections ads on Reels and elsewhere.

The advertiser’s and creator’s handles will appear together, a capability managed through Advantage+ Catalog.

Meta also created a new Partnership Ads Hub where advertisers can manage creator campaigns. It lets them set up partnership ads and other content on one page.

Why we care. Meta and some of their advertisers say fixed images work well down-funnel and are simpler to scale with existing genAI tools. Video is better for telling brand stories at the top of the funnel.

The new genAI video tools let advertisers get involved in video where it matters most, with minimal additional resources. These capabilities, especially Video Expansion, ensure brand videos look native, professional and enticing on Meta platforms.

How to use Microsoft Clarity for deeper website analytics

Tue, 08 Oct 2024 16:00:00 +0300

Microsoft Clarity is one of the best analytics tools you might not know about.

This powerful, free tool enriches your existing analytics and customer profiling, offering deeper insights into user behavior.

This article covers what Microsoft Clarity is and how to set up custom events to maximize its value for your website.

TL;DR

Clarity is a free, no-frills heatmapping and user session recording tool. It adds color to your existing analytics setup and is an essential tool for digital marketers
Seamless integration with Google Analytics 4 allows you to paint a deeper picture of your audiences and how they interact with your site.
Clarity has good prebuilt filters, allowing you to segment out users and answer important analytics questions.
Advanced segment building with Google Tag Manager event integration lets you track anything you want on your website.

What is Microsoft Clarity?

Microsoft Clarity is an analytics tool that provides heatmapping and session recordings.

Heatmaps provide a visual map of how users interact with your webpages, where they click most and how far they scroll down your page.

Session recordings are recordings of individual users’ device screens using your website. Clarity allows you to review different user sessions and see how people use your website.

Many tools, like Hotjar and Mouseflow, offer heatmapping and session recording software, often as part of more comprehensive UX solutions.

However, Microsoft Clarity stands out by focusing solely on heatmaps and session recordings, and it’s completely free.

This streamlined approach makes Clarity easy to use and highly appealing for those looking to get started quickly.

Leveling up your analytics

Analytics tools like Google Analytics 4 (GA4) provide a wealth of user data, but they do not tell the full story of how users interact with and use your website.

GA4 is useful for tracking how users reach your website, what devices they use and how they engage with it.

We can see metrics like button clicks, average time on site and top-visited pages. But there are nuances and bits of information missing in between.

Clarity can enrich this data. It’s like moving from black and white to a color picture.

Where previously you could understand which pages get the most views and which events triggered, now you can actually see:

How users move through the pages.
Where their mouse gets stuck.
When they pause to take a minute to consider.
And so much more.

Clarity is not just an analytics or UX tool; it should be considered a part of the digital marketer’s basic toolkit.

For instance, when running a PPC campaign, its success is only as strong as its weakest link.

You could create a highly targeted Meta campaign with great creative assets, but it will still fall short if the landing page lacks the right flow or clear calls to action.

Microsoft Clarity provides the insights needed to ensure consistency across the entire campaign, from targeting to conversion.

GA4 integration

Clarity has four key sections:

Dashboard.
Recordings.
Heatmaps.
Google Analytics.

All these sections are straightforward to explore and use. Here, I’d like to focus on specific ways to use Clarity to get the most out of it.

A key part of Clarity to utilize is the Google Analytics reports.

There is an integration between Clarity and Google Analytics which needs to be set up first. This is found in Settings and under { } Setup in the sidebar.

This becomes extremely useful as it allows you to delve deeper into pre-existing GA4 segments. Once you select a particular segment in the GA report, you can review these user sessions.

In the GA report screenshot below, I’ve focused on a key referral source: chatgpt.com, which has recently been driving significant traffic to my site.

With Microsoft Clarity, I can now review session recordings from these users to assess whether they are high-quality prospects.

The same can be done for devices, pages and countries based on Google Analytics segments.

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Powerful segmentation

While browsing Clarity’s reports and heatmaps can be interesting, it’s only useful when you start with the right questions.

This is where segmentation comes in. This is one of Clarity’s strengths, thanks to its powerful built-in filters.

For example, I noticed that weekend traffic to my site is high, but conversions are low.

To understand why, I can use Clarity’s filters to isolate weekend traffic, creating a segment that allows me to analyze this specific audience in more detail.

I can make the following filter selections under User info: Last 14 days > Day of the week > ‘Saturday, Sunday’

Along the top bar, we see that I have built a segment of users (I can also save this as a segment for future use).

All my reports in the dashboard, user sessions and heatmaps are now filtered to this segment of users.

I can now investigate what is happening on weekends through heatmaps and session recordings.

Clients often ask me, “What do users typically do before converting? Is there a trend we can improve on?”

While Google Analytics provides previous page paths, it can be difficult to interpret since visitors often navigate the site in a non-linear way.

With Microsoft Clarity, however, you can create a segment for all converters and leads, allowing you to watch their user sessions up to the point of conversion.

I spend considerable time analyzing these sessions to identify common patterns among purchasers and leads.

To do this, we can build a segment where users have reached a custom URL. This could be a thank you page on a form fill or a checkout thank you page.

Below, I have set one up using Clarity’s built-in filters, where the page URL contains “thank-you.”

The same approach can be applied to ecommerce sites with an “add to cart” feature.

You can easily review customers who added a product to their cart but didn’t complete the purchase by filtering for users who visited one page but didn’t reach the next.

See the example below:

Building custom events with GTM

Prebuilt filters are great, but they are limited. There are many instances where you will want to track specific items and actions on your site that are not available out of the box.

Google Tag Manager (GTM) allows you to tag and track a wide variety of events. We can then send these events into Clarity as “smart events” and use them to build custom segments.

This feature allows you to create any event in GTM, send it to Clarity, segment session recordings and gain deeper insights.

Here’s a step-by-step guide to setting this up. (In this example, we’ll track affiliate link clicks, but the process can be applied to any type of tracking.)

Step 1: First, define the question to plan the events you need to track.

In this case, I want to gain a deeper understanding of users clicking on affiliate links and how they interact with website articles before clicking out.

To do this, I need to create an event every time a user clicks on a link to the affiliate target.

Step 2: Connect Clarity and GTM by navigating to Settings > { } Setup.

Step 3: Create the GTM tag within your GTM account. Navigate to Tags > New.

Click to add a new tag type. In the sidebar, you’ll find premade tags for Microsoft Clarity.

I added the “luratic” tag, but any of the Clarity tags should work OK.

Step 4: Configure the tag by adding the Clarity project ID, which can be found under Settings > Overview.

See the orange box in the screenshot below. This tells GTM to push the event into your Clarity account (when triggered).

Add the project ID to the GTM tag configuration, as shown in the first red box.

Search Engine Marketing Feed

Discover practical and effective ways to keep costs down while hosting your local event. From budget-friendly venues to creative fundraising ideas, learn tips to make your event successful without breaking the bank.

Discover the benefits of sponsoring an event for your brand, from increased visibility and networking opportunities to enhanced brand reputation. Learn how strategic sponsorship can drive growth and engagement for your business.

Unlock the secrets to attracting top talent effortlessly with our expert job posting advice. Discover strategies that enhance your job listings and draw in the best candidates for your organization.

Discover the essential steps and expert tips for firing your first employee with confidence. This comprehensive guide covers everything you need to know to handle the process professionally and compassionately, ensuring a smooth transition for your team.

Discover the groundbreaking uses for autonomous vehicles that are transforming transportation today. Explore how these innovations are reshaping logistics, enhancing public transit, and improving road safety.

Discover how Paysafe Mobile Pay revolutionizes your payment experience with seamless transactions. Learn about its benefits, security features, and how to integrate it into your daily life for hassle-free payments.

Meta introduces generative AI video advertising tools

How to use Microsoft Clarity for deeper website analytics

What is Microsoft Clarity?

Leveling up your analytics

GA4 integration

Powerful segmentation

Building custom events with GTM

Google Product Studio launches AI-generated video creation tool

Key PPC ad strategies for home services

Campaign strategy

For short sales cycles

For long sales cycles

Bid strategy

For short sales cycles

For long sales cycles

Keywords strategy

For short sales cycles

For long sales cycles

Ads strategy

For short sales cycles

Visual content and SEO: How to use images and videos in 2025

How are major giants pivoting features to embrace visual search?

Why are visual content and SEO challenging for enterprises and SMEs?

Top trends in visual content and SEO

Featured images and interactive short-form videos

Personalization

Mobile dominance

In-video interaction

7-step process to futureproof your visual content and SEO in 2025

1. Curate

2. Centralize

3. Optimize

4. Distribute

5. Application, experience and infrastructure

6. Governance and checklist

7. Metrics and KPIs

Success stories

Dominate visual search with well-optimized images and videos

Structured data and SEO: What you need to know in 2025

What is structured data?

Vocabulary

Format

Validation

Why structured data matters more than ever

Zero-click search and brand authority

Key schema types to use in 2025

Ecommerce

Informational

Events

How to use structured data in 2025

Entity-based search

Speakable

Multimodal search

Schema nesting

Maximize your search visibility with structured data

The art of AI-enhanced content: 8 ways to keep human creativity front and center

1. Understand AI’s role in content creation

Use AI for repetitive tasks, not original thought

2. Use AI as a creative partner, not your replacement

Refine AI outputs with human insight

3. Customize AI to match your voice

Define your voice

4. Provide clear prompts and feedback to AI

Give context-rich prompts

5. Enhance emotional resonance with AI content

Add emotion, empathy and authenticity

6. Personalize content for your audience

Blend data-driven insights with human understanding

7. Keep your creative process transparent

Share behind-the-scenes insights

8. Embrace AI without losing yourself

Stay true to your voice

Crafting authentic content in the AI era