The E-commerce advertising platforms typically sell commercial traffic through either second-price auction (SPA) or first-price auction (FPA). SPA was historically prevalent due to its dominant strategy incentive-compatible (DSIC) for bidders with quasi-linear utilities, especially when budgets are not a binding constraint, while FPA has gained more prominence for offering higher revenue potential to publishers and avoiding the possibility for discriminatory treatment in personalized reserve prices. Meanwhile, on the demand side, advertisers are increasingly adopting platform-wide marketing solutions akin to QuanZhanTui, shifting from spending budgets solely on commercial traffic to bidding on the entire traffic for the purpose of maximizing overall sales. For automated bidding systems, such a trend poses a critical challenge: determining optimal strategies across heterogeneous auction channels to fulfill diverse advertiser objectives, such as maximizing return (MaxReturn) or meeting target return on ad spend (TargetROAS). To overcome this challenge, this work makes two key contributions. First, we derive an efficient solution for optimal bidding under FPA channels, which takes into account the presence of organic traffic - traffic can be won for free. Second, we introduce a marginal cost alignment (MCA) strategy that provably secures bidding efficiency across heterogeneous auction mechanisms. To validate performance of our developed framework, we conduct comprehensive offline experiments on public datasets and large-scale online A/B testing, which demonstrate consistent improvements over existing methods.

Does a new year mean new content marketing best practices? Looking into the new year, there are new things to consider for your content marketing strategy, but many things haven't changed. Content marketing is still one of the best ways to ensure your brand remains relevant and continues to drive your site's organic traffic. Creating content has taken on many different forms, but there are still a lot of best practices you need to make sure you are implementing if you want it to be found. This article will review some best practices that content marketers should continue doing and some hot topics emerging in the world of content.

Modern internet growth has created the need for many skills, which are called digital skills. One of these skills is search engine optimization. So people can improve their skills by reading online content from our website. In this article, although our intended readers are beginners, professionals can also refresh their knowledge. If you know about keywords, then you must know about search engine optimization.

Google processes more than 8.5 billion searches every day. That's more than 100,000 searches per second, thousands of which could lead a user to a purchase. It's no wonder, then, that 60% of marketers list SEO as their number one inbound marketing priority. But generating organic traffic comes with challenges. Google has hundreds of billions of webpages in its index, competing for the top spots on search result pages.

SEO testing expert Emily Potter joins us once again to wrap up this season of Whiteboard Friday! Today, she takes you through a few tests that generated unexpected results for her team at SearchPilot, and what those results mean for SEO strategy. Enjoy, and stay tuned for the next season of Whiteboard Friday episodes, expected later this summer! Click on the whiteboard image above to open a high resolution version in a new tab! If you haven't heard of us before, we're an SEO A/B testing platform.

When building a new website, retaining and improving your SEO and organic traffic should be a key design goal. This requires a clear understanding of how SEO and website design work together and careful planning for the site migration. If everything is done correctly, you should retain (and improve) rankings and traffic. Unfortunately, in the real world, this is often not what happens. And then panic sets in.

As 2017 comes to a close, many SEOs will be looking forward and setting some goals for their campaigns in 2018. In this post, I am going to take a look at the SMART goals methodology that can help you set and achieve aggressive, yet realistic goals. SMART goals set out a series of criteria that can be used for setting marketing objectives. This is all wrapped up in the clever mnemonic acronym -- Specific, Measurable, Achievable, Realistic and Timelined -- which makes SMART goals so easy to remember. Specific objectives are crucial to success in any marketing campaign.

Paid and organic search work together like peanut butter and jelly: on their own they are okay, but together they make magic! When it comes to PPC vs. SEO, there is only one strategy winner: integrating both. The key to any optimization strategy lies in the data. In this post, we will quickly take you through linking your Google Ads and Search Console accounts and accessing the right reports to access the insights of both, to optimize your organic and paid search strategy for peak performance. In short, following these three short steps will give you additional organic data in your AdWords reports, which you can then use to improve your organic reach as well as your search ad performance.

This article covers several different methods to help you identify and seize opportunities to promote your site quickly and efficiently. I believe that, when it comes down to it, website promotion works best when based on the Pareto principle – that is, 20% of the pages create 80% of the traffic. This article will help you identify, optimize, and promote your best pages, the 20% that generate most of your traffic. As you probably know already, more and more business owners understand the importance of their website's ranking in Google's search results. As it is the go-to search engine for almost everyone and everything, Google has become the effective reality of the business world.

When it comes to SEO rankings, there are many different factors to consider. There is also the fact that you cannot solely focus on search engines, you need to think about your audience too. This should help you to shape your content and your website. Focusing on obtaining high SEO rankings is important in 2018 but it is certainly not enough. These are some of the things you need to bear in mind in 2018.