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Date: Fri, 12 Jan 2024 20:18:24 +0000 (UTC)
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Daily Smile

By =F0=9F=94=86Irina Borissova =F0=9F=94=86 =F0=9F=87=BA=F0=9F=87=B8

Hello Digital Trailblazers! It's Irina Borissova, your guide in the ever-ev=
olving world of Search Marketing. With over a decade of mastering Google an=
d Bing Ads, I'm here to share some top tips that have propelled campaigns t=
o stellar heights. =F0=9F=8C=9F 1. Embrace the Power of Negative Keywords:=
=C2=A0 One of the less-talked-about strategies in Google Ads is the effecti=
ve use of negative keywords. You can significantly improve your campaign's =
focus and ROI by identifying and excluding irrelevant search terms. During =
my tenure at Chewy, we refined our negative keyword lists, which led to a 2=
5% reduction in bounce rates. 2. Optimize for Voice Search in Your SEO Stra=
tegy:=C2=A0 With the rise of voice assistants, voice search optimization is=
 no longer optional. Focus on natural language and question-based queries. =
3. Leverage Custom Affinity Audiences in Google Ads:=C2=A0 Custom Affinity =
Audiences allow you to tailor your audience based on specific interests and=
 URLs they visit. Use this to create hyper-targeted ads. This tactic was in=
strumental in the 10% week-over-week sales increase at Hint Water. 4. Use A=
d Extensions Wisely:=C2=A0 Ad Extensions can significantly improve your CTR=
. Implement site links, callouts, and structured snippet extensions to prov=
ide additional information and options to users. At Macy's, strategic use o=
f ad extensions led to a notable increase in CTR and conversion rates. 5. R=
egularly Audit Your PPC Accounts:=C2=A0 I think that a regular audit of you=
r PPC accounts is crucial. Assess everything from keyword selection to ad c=
opy and bidding strategies. During my role at Evoke Giant, regular audits l=
ed to a 15% increase in conversion rates. 6. Keep an Eye on Competitor Tact=
ics:=C2=A0 I think that understanding your competition's strategy is key. U=
se tools like SEMrush or Google's Auction Insights to gain insights into th=
eir tactics and adjust your campaigns accordingly. This approach helped us =
gain a competitive edge at A5 Advertising. Stay tuned for more insights and=
 tips next week. Remember, in search marketing, every click counts, and eve=
ry ad tells a story. Let's write some success stories together! Best, Irina=
 Borissova =F0=9F=94=97 [Connect with me on LinkedIn](http://linkedin.com/i=
n/irinab) P.S. - Residing in San Mateo, CA, and ready to collaborate in PST=
. Let's bring those marketing strategies to life!
Read More
https://www.linkedin.com/comm/pulse/week-search-marketing-insider-tips-from=
-decade-google-irina-mence?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_foll=
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mYyZDBkZmE1MTRkNWZmZDQ2NzgxZDI2YjMzMjgzODgyNTkzZDE2YjdmMWM5OGMwNzAwZTAwMywx=
LDE%3D
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them.
Share this series on LinkedInhttps://www.linkedin.com/e/v2?urlhash=3DQb58&u=
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}
@media (max-width: 991px) {
  .base-template.x-article-base-page {
    max-height: fit-content;
  }
}
@media (max-width: 991px) {
  .base-template.x-article-base-page {
    max-height: fit-content;
    overflow-y: auto;
  }

.base-template.x-article-base-page .base-template__panel {
    width: auto;
    border-width: 0;
    border-style: none;
  }
}
@media (min-width: 992px) {
  .focus-page.x-article-focus-page .focus-page__core-rail {
    flex-direction: row;
  }
}
@media (max-width: 767px) {
  .base-card .duration {
    font-size: 12px;
    font-weight: 400;
  }
}
@media (max-width: 767px) {
  .hide-on-mobile {
    display: none;
  }
}
@media (max-width: 767px) {
  .social-action-bar__button {
    flex-direction: row;
    font-size: 14px;
    color: rgba(0, 0, 0, 0.6);
  }
}
@media (max-width: 767px) {
  .social-action-bar__icon--svg {
    margin: 0px;
    height: 24px;
    width: 24px;
  }

.social-action-bar__button-text {
    padding-left: 4px;
  }
}
@media screen and (max-width: 767px) {
  .social-action-bar .social-action-bar__button--transcript {
    flex-direction: column;
    padding-top: 4px;
    padding-bottom: 4px;
    font-size: 12px;
  }

.social-action-bar .social-action-bar__icon--transcript {
    margin-right: 0px !important;
    margin-bottom: 4px !important;
  }

.social-action-bar__button-text {
    padding-left: 0px !important;
  }
}
@media only screen and (min-width: 30.06em) {
  .card-cta-container-mobile {
    display: none !important;
    width: 0 !important;
    height: 0 !important;
    overflow: hidden !important;
    visibility: hidden !important;
  }

.card-cta-container-desktop {
    display: block !important;
    width: auto !important;
    height: auto !important;
    visibility: visible !important;
    overflow: visible !important;
  }
}
@media (min-width: 576px) {
  .xs\:left-\[-56px\] {
    left: -56px;
  }

.xs\:top-0 {
    top: 0px;
  }

.xs\:left-\[-52px\] {
    left: -52px;
  }
}
@media (min-width: 768px) {
  .sm\:m-0 {
    margin: 0px;
  }

.sm\:w-screen {
    width: 100vw;
  }

.sm\:flex-row {
    flex-direction: row;
  }

.sm\:pl-0\.5 {
    padding-left: 4px;
  }

.sm\:pl-0 {
    padding-left: 0px;
  }

.sm\:text-sm {
    font-size: 14px;
  }
}
@media (min-width: 992px) {
  .md\:absolute {
    position: absolute;
  }

.md\:\!absolute {
    position: absolute !important;
  }

.md\:btn-md {
    height: min-content;
    min-height: 48px;
    border-radius: 24px;
    padding-top: 12px;
    padding-bottom: 12px;
    padding-left: 24px;
    padding-right: 24px;
    text-align: center;
    font-size: 16px;
    font-weight: 600;
    line-height: 1.25;
  }

.md\:btn-md,
.md\:btn-md:visited,
.md\:btn-md:focus {
    cursor: pointer;
    text-decoration-line: none;
  }

.md\:left-0 {
    left: 0px;
  }

.md\:right-0 {
    right: 0px;
  }

.md\:left-\[-52px\] {
    left: -52px;
  }

.md\:left-\[-60px\] {
    left: -60px;
  }

.md\:left-\[-53px\] {
    left: -53px;
  }

.md\:right-\[19px\] {
    right: 19px;
  }

.md\:left-\[-44px\] {
    left: -44px;
  }

.md\:btn-md,
.md\:btn-md:visited,
.md\:btn-md:focus {
    cursor: pointer;
    text-decoration-line: none;
  }

.md\:btn-md:hover,
.md\:btn-md:visited:hover {
    text-decoration-line: none;
  }

.md\:btn-md:disabled {
    cursor: not-allowed;
  }

.md\:m-3 {
    margin: 24px;
  }

.md\:mt-0 {
    margin-top: 0px;
  }

.md\:mt-4 {
    margin-top: 32px;
  }

.md\:mr-4 {
    margin-right: 32px;
  }

.md\:mb-8 {
    margin-bottom: 64px;
  }

.md\:mb-0 {
    margin-bottom: 0px;
  }

.md\:ml-\[-41px\] {
    margin-left: -41px;
  }

.md\:-ml-1 {
    margin-left: -8px;
  }

.md\:mr-0 {
    margin-right: 0px;
  }

.md\:mr-6 {
    margin-right: 48px;
  }

.md\:ml-1 {
    margin-left: 8px;
  }

.md\:ml-\[-12px\] {
    margin-left: -12px;
  }

.md\:block {
    display: block;
  }

.md\:flex {
    display: flex;
  }

.md\:inline-flex {
    display: inline-flex;
  }

.md\:h-56 {
    height: 448px;
  }

.md\:h-4 {
    height: 32px;
  }

.md\:w-full {
    width: 100%;
  }

.md\:w-1\/2 {
    width: 50%;
  }

.md\:w-4 {
    width: 32px;
  }

.md\:w-\[452px\] {
    width: 452px;
  }

.md\:w-\[calc\(100\%\+44px\)\] {
    width: calc(100% + 44px);
  }

.md\:w-\[calc\(50\%-40px\)\] {
    width: calc(50% - 40px);
  }

.md\:w-\[500px\] {
    width: 500px;
  }

.md\:flex-1 {
    flex: 1 1 0%;
  }

.md\:items-center {
    align-items: center;
  }

.md\:justify-center {
    justify-content: center;
  }

.md\:self-auto {
    align-self: auto;
  }

.md\:overflow-x-hidden {
    overflow-x: hidden;
  }

.md\:py-4 {
    padding-top: 32px;
    padding-bottom: 32px;
  }

.md\:px-6 {
    padding-left: 48px;
    padding-right: 48px;
  }

.md\:px-4 {
    padding-left: 32px;
    padding-right: 32px;
  }

.md\:px-3 {
    padding-left: 24px;
    padding-right: 24px;
  }

.md\:py-1\.5 {
    padding-top: 12px;
    padding-bottom: 12px;
  }

.md\:py-1 {
    padding-top: 8px;
    padding-bottom: 8px;
  }

.md\:pt-4 {
    padding-top: 32px;
  }

.md\:pb-6 {
    padding-bottom: 48px;
  }

.md\:pr-\[320px\] {
    padding-right: 320px;
  }

.md\:pr-\[88px\] {
    padding-right: 88px;
  }

.md\:pt-0 {
    padding-top: 0px;
  }

.md\:pl-\[32px\] {
    padding-left: 32px;
  }

.md\:pl-\[41px\] {
    padding-left: 41px;
  }

.md\:pt-6 {
    padding-top: 48px;
  }

.md\:pb-\[200px\] {
    padding-bottom: 200px;
  }

.md\:pt-1 {
    padding-top: 8px;
  }

.md\:text-md {
    font-size: 16px;
  }
}
@media (min-width: 1200px) {
  .lg\:\!absolute {
    position: absolute !important;
  }

.lg\:btn-md {
    height: min-content;
    min-height: 48px;
    border-radius: 24px;
    padding-top: 12px;
    padding-bottom: 12px;
    padding-left: 24px;
    padding-right: 24px;
    text-align: center;
    font-size: 16px;
    font-weight: 600;
    line-height: 1.25;
  }

.lg\:btn-md,
.lg\:btn-md:visited,
.lg\:btn-md:focus {
    cursor: pointer;
    text-decoration-line: none;
  }

.lg\:top-0\.5 {
    top: 4px;
  }

.lg\:top-0 {
    top: 0px;
  }

.lg\:left-\[-48px\] {
    left: -48px;
  }

.lg\:btn-md,
.lg\:btn-md:visited,
.lg\:btn-md:focus {
    cursor: pointer;
    text-decoration-line: none;
  }

.lg\:left-\[-58px\] {
    left: -58px;
  }

.lg\:right-\[8px\] {
    right: 8px;
  }

.lg\:left-\[-56px\] {
    left: -56px;
  }

.lg\:btn-md:hover,
.lg\:btn-md:visited:hover {
    text-decoration-line: none;
  }

.lg\:btn-md:disabled {
    cursor: not-allowed;
  }

.lg\:my-6 {
    margin-top: 48px;
    margin-bottom: 48px;
  }

.lg\:ml-\[-33px\] {
    margin-left: -33px;
  }

.lg\:mb-2 {
    margin-bottom: 16px;
  }

.lg\:ml-\[10px\] {
    margin-left: 10px;
  }

.lg\:ml-1 {
    margin-left: 8px;
  }

.lg\:mb-0 {
    margin-bottom: 0px;
  }

.lg\:ml-0 {
    margin-left: 0px;
  }

.lg\:block {
    display: block;
  }

.lg\:flex {
    display: flex;
  }

.lg\:inline-flex {
    display: inline-flex;
  }

.lg\:hidden {
    display: none;
  }

.lg\:h-\[20px\] {
    height: 20px;
  }

.lg\:h-4 {
    height: 32px;
  }

.lg\:h-6 {
    height: 48px;
  }

.lg\:w-\[20px\] {
    width: 20px;
  }

.lg\:w-4 {
    width: 32px;
  }

.lg\:w-\[calc\(100\%\+56px\)\] {
    width: calc(100% + 56px);
  }

.lg\:w-6 {
    width: 48px;
  }

.lg\:w-\[calc\(50\%-32px\)\] {
    width: calc(50% - 32px);
  }

.lg\:max-w-x-article-width {
    max-width: 816px;
  }

.lg\:flex-col {
    flex-direction: column;
  }

.lg\:items-center {
    align-items: center;
  }

.lg\:pl-\[40px\] {
    padding-left: 40px;
  }

.lg\:pr-1 {
    padding-right: 8px;
  }

.lg\:pl-\[41px\] {
    padding-left: 41px;
  }

.lg\:pl-\[33px\] {
    padding-left: 33px;
  }

.lg\:text-display-lg {
    font-size: 48px;
  }

.lg\:text-lg {
    font-size: 20px;
  }

.lg\:text-md {
    font-size: 16px;
  }

.lg\:text-sm {
    font-size: 14px;
  }
}
@media (min-width: 1440px) {
  .xl\:w-\[50px\] {
    width: 50px;
  }
}
@media (max-width: 767px) {
  .babybear\:invisible {
    visibility: hidden;
  }

.babybear\:static {
    position: static;
  }

.babybear\:right-4 {
    right: 32px;
  }

.babybear\:bottom-0 {
    bottom: 0px;
  }

.babybear\:\!-top-0\.5 {
    top: -4px !important;
  }

.babybear\:\!-top-0 {
    top: -0px !important;
  }

.babybear\:top-0\.5 {
    top: 4px;
  }

.babybear\:top-0 {
    top: 0px;
  }

.babybear\:bottom-\[120\%\] {
    bottom: 120%;
  }

.babybear\:left-3 {
    left: 24px;
  }

.babybear\:-top-1 {
    top: -8px;
  }

.babybear\:z-0 {
    z-index: 0;
  }

.babybear\:btn-sm {
    height: min-content;
    min-height: 32px;
    border-radius: 24px;
    padding-top: 7px;
    padding-bottom: 7px;
    padding-left: 16px;
    padding-right: 16px;
    text-align: center;
    font-size: 14px;
    font-weight: 600;
    line-height: 1.25;
  }

.babybear\:btn-sm,
.babybear\:btn-sm:visited,
.babybear\:btn-sm:focus {
    cursor: pointer;
    text-decoration-line: none;
  }

.babybear\:btn-sm:hover,
.babybear\:btn-sm:visited:hover {
    text-decoration-line: none;
  }

.babybear\:btn-sm:disabled {
    cursor: not-allowed;
  }

.babybear\:m-0 {
    margin: 0px;
  }

.babybear\:my-2 {
    margin-top: 16px;
    margin-bottom: 16px;
  }

.babybear\:mx-0 {
    margin-left: 0px;
    margin-right: 0px;
  }

.babybear\:mx-mobile-container-padding {
    margin-left: 16px;
    margin-right: 16px;
  }

.babybear\:mt-0 {
    margin-top: 0px;
  }

.babybear\:mt-3 {
    margin-top: 24px;
  }

.babybear\:ml-0 {
    margin-left: 0px;
  }

.babybear\:mr-0 {
    margin-right: 0px;
  }

.babybear\:mb-2 {
    margin-bottom: 16px;
  }

.babybear\:mb-0\.5 {
    margin-bottom: 4px;
  }

.babybear\:mb-0 {
    margin-bottom: 0px;
  }

.babybear\:mt-0\.5 {
    margin-top: 4px;
  }

.babybear\:mb-1 {
    margin-bottom: 8px;
  }

.babybear\:mt-\[6px\] {
    margin-top: 6px;
  }

.babybear\:ml-\[-9999px\] {
    margin-left: -9999px;
  }

.babybear\:mb-1\.5 {
    margin-bottom: 12px;
  }

.babybear\:ml-1 {
    margin-left: 8px;
  }

.babybear\:btn-secondary-emphasis {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:btn-secondary-emphasis:visited {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:btn-secondary-emphasis:focus {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:flex {
    display: flex;
  }

.babybear\:btn-secondary-emphasis {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:btn-secondary-emphasis:visited {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:btn-secondary-emphasis:focus {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(0, 0, 0, 0);
    color: #0a66c2;
  }

.babybear\:btn-secondary-emphasis:hover {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(112, 181, 249, 0.1);
    color: #004182;
  }

.babybear\:btn-secondary-emphasis:visited:hover {
    box-shadow: 0 0 0 1px #0a66c2;
    background-color: rgba(112, 181, 249, 0.1);
    color: #004182;
  }

.babybear\:btn-secondary-emphasis:active {
    box-shadow: 0 0 0 1px #004182;
    background-color: rgba(112, 181, 249, 0.2);
    color: #004182;
  }

.babybear\:btn-secondary-emphasis:disabled {
    box-shadow: 0 0 0 1px rgba(0, 0, 0, 0);
    background-color: rgba(0, 0, 0, 0.08);
    color: rgba(0, 0, 0, 0.3);
  }

.babybear\:hidden {
    display: none;
  }

.babybear\:h-\[64px\] {
    height: 64px;
  }

.babybear\:h-\[360px\] {
    height: 360px;
  }

.babybear\:h-6 {
    height: 48px;
  }

.babybear\:h-\[72px\] {
    height: 72px;
  }

.babybear\:h-4 {
    height: 32px;
  }

.babybear\:h-\[27px\] {
    height: 27px;
  }

.babybear\:h-\[1px\] {
    height: 1px;
  }

.babybear\:h-\[48px\] {
    height: 48px;
  }

.babybear\:h-auto {
    height: auto;
  }

.babybear\:h-\[180px\] {
    height: 180px;
  }

.babybear\:max-h-\[225px\] {
    max-height: 225px;
  }

.babybear\:max-h-\[400px\] {
    max-height: 400px;
  }

.babybear\:max-h-4 {
    max-height: 32px;
  }

.babybear\:max-h-\[250px\] {
    max-height: 250px;
  }

.babybear\:min-h-\[134px\] {
    min-height: 134px;
  }

.babybear\:w-1 {
    width: 8px;
  }

.babybear\:w-full {
    width: 100%;
  }

.babybear\:w-\[64px\] {
    width: 64px;
  }

.babybear\:w-fit {
    width: fit-content;
  }

.babybear\:w-\[360px\] {
    width: 360px;
  }

.babybear\:w-11\/12 {
    width: 91.666667%;
  }

.babybear\:w-\[199px\] {
    width: 199px;
  }

.babybear\:w-6 {
    width: 48px;
  }

.babybear\:w-\[27px\] {
    width: 27px;
  }

.babybear\:w-\[1px\] {
    width: 1px;
  }

.babybear\:w-\[100vw\] {
    width: 100vw;
  }

.babybear\:w-\[calc\(100\%-68px\)\] {
    width: calc(100% - 68px);
  }

.babybear\:min-w-full {
    min-width: 100%;
  }

.babybear\:max-w-md {
    max-width: 28rem;
  }

.babybear\:max-w-\[790px\] {
    max-width: 790px;
  }

.babybear\:max-w-\[32px\] {
    max-width: 32px;
  }

.babybear\:flex-none {
    flex: none;
  }

.babybear\:flex-auto {
    flex: 1 1 auto;
  }

.babybear\:flex-1 {
    flex: 1 1 0%;
  }

.babybear\:basis-0 {
    flex-basis: 0px;
  }

.babybear\:basis-1\/2 {
    flex-basis: 50%;
  }

.babybear\:-translate-x-50\% {
    transform: translate(0, 0) rotate(0) skewX(0) skewY(0) scaleX(1) scaleY=
(1);
  }

@media (max-width: 767px) {
    .babybear\:-translate-x-50\% {
      transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(=
1) scaleY(1);
    }

@media (max-width: 767px) {
      .babybear\:-translate-x-50\% {
        transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(0) scale=
X(1) scaleY(1);
      }

@media (max-width: 767px) {
        .babybear\:-translate-x-50\% {
          transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(0) sca=
leX(1) scaleY(1);
        }

@media (max-width: 767px) {
          .babybear\:-translate-x-50\% {
            transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(0) s=
caleX(1) scaleY(1);
          }

@media (max-width: 767px) {
            .babybear\:-translate-x-50\% {
              transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(0)=
 scaleX(1) scaleY(1);
            }

@media (max-width: 767px) {
              .babybear\:-translate-x-50\% {
                transform: translate(-50%, 0) rotate(90deg) skewX(0) skewY(=
0) scaleX(1) scaleY(1);
              }

@media (max-width: 767px) {
                .babybear\:-translate-x-50\% {
                  transform: translate(-50%, 0) rotate(90deg) skewX(0) skew=
Y(0) scaleX(1) scaleY(1);
                }

@media (max-width: 767px) {
                  .babybear\:-translate-x-50\% {
                    transform: translate(-50%, 0) rotate(90deg) skewX(0) sk=
ewY(0) scaleX(1) scaleY(1);
                  }

@media (max-width: 767px) {
                    .babybear\:-translate-x-50\% {
                      transform: translate(-50%, 0) rotate(90deg) skewX(0) =
skewY(0) scaleX(1) scaleY(1);
                    }

@media (max-width: 767px) {
                      .babybear\:-translate-x-50\% {
                        transform: translate(-50%, 0) rotate(90deg) skewX(0=
) skewY(0) scaleX(1) scaleY(1);
                      }

@media (max-width: 767px) {
                        .babybear\:-translate-x-50\% {
                          transform: translate(-50%, 0) rotate(90deg) skewX=
(0) skewY(0) scaleX(1) scaleY(1);
                        }

@media (max-width: 767px) {
                          .babybear\:-translate-x-50\% {
                            transform: translate(-50%, 0) rotate(90deg) ske=
wX(0) skewY(0) scaleX(1) scaleY(1);
                          }

@media (max-width: 767px) {
                            .babybear\:-translate-x-50\% {
                              transform: translate(-50%, 0) rotate(90deg) s=
kewX(0) skewY(0) scaleX(1) scaleY(1);
                            }

@media (max-width: 767px) {
                              .babybear\:-translate-x-50\% {
                                transform: translate(-50%, 0) rotate(90deg)=
 skewX(0) skewY(0) scaleX(1) scaleY(1);
                              }

@media transform: translate(0, 0) rotate(0) s=
kewX(0) skewY(0) scaleX(1) scaleY(1);
     (max-width: 767px) {
                                .babybear\:rotate-90 {
                                  transform: translate(-50%, 0) rotate(90de=
g) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                }

@media (max-width: 767px) {
                                  .babybear\:rotate-90 {
                                    transform: translate(-50%, 0) rotate(90=
deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                  }

@media (max-width: 767px) {
                                    .babybear\:rotate-90 {
                                      transform: translate(-50%, 0) rotate(=
90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                    }

@media (max-width: 767px) {
                                      .babybear\:rotate-90 {
                                        transform: translate(-50%, 0) rotat=
e(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                      }

@media (max-width: 767px) {
                                        .babybear\:rotate-90 {
                                          transform: translate(-50%, 0) rot=
ate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                        }

@media (max-width: 767px) {
                                          .babybear\:rotate-90 {
                                            transform: translate(-50%, 0) r=
otate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                          }

@media (max-width: 767px) {
                                            .babybear\:rotate-90 {
                                              transform: translate(-50%, 0)=
 rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                            }

@media (max-width: 767px) {
                                              .babybear\:rotate-90 {
                                                transform: translate(-50%, =
0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                              }

@media (max-width: 767px) {
                                                .babybear\:rotate-90 {
                                                  transform: translate(-50%=
, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                }

@media (max-width: 767px) {
                                                  .babybear\:rotate-90 {
                                                    transform: translate(-5=
0%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                  }

@media (max-width: 767px)=
 {
                                                    .babybear\:rotate-90 {
                                                      transform: translate(=
-50%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                    }

@media (max-width: 767p=
x) {
                                                      .babybear\:rotate-90 =
{
                                                        transform: translat=
e(-50%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                      }

@media (max-width: 76=
7px) {
                                                        .babybear\:rotate-9=
0 {
                                                          transform: transl=
ate(-50%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                        }

@media (max-width: =
767px) {
                                                          .babybear\:rotate=
-90 {
                                                            transform: tran=
slate(-50%, 0) rotate(90deg) skewX(0) skewY(0) scaleX(1) scaleY(1);
                                                          }

border-radius: 8p=
x;
        border-width: 1px;
        border-style: solid;
        border-color: rgba(0,
0,
0,
0.08);
        background-color: #ffffff;
    .babybear\:flex-row {
                                                            flex-direction:=
 row;
                                                          }

.babybear\:flex-c=
ol {
                                                            flex-direction:=
 column;
                                                          }

.babybear\:flex-w=
rap {
                                                            flex-wrap: wrap=
;
                                                          }

.babybear\:items-=
start {
                                                            align-items: fl=
ex-start;
                                                          }

.babybear\:items-=
center {
                                                            align-items: ce=
nter;
                                                          }

.babybear\:justif=
y-start {
                                                            justify-content=
: flex-start;
                                                          }

.babybear\:justif=
y-end {
                                                            justify-content=
: flex-end;
                                                          }

.babybear\:justif=
y-center {
                                                            justify-content=
: center;
                                                          }

.babybear\:justif=
y-around {
                                                            justify-content=
: space-around;
                                                          }

.babybear\:self-s=
tart {
                                                            align-self: fle=
x-start;
                                                          }

.babybear\:self-c=
enter {
                                                            align-self: cen=
ter;
                                                          }

.babybear\:overfl=
ow-y-auto {
                                                            overflow-y: aut=
o;
                                                          }

.babybear\:rounde=
d-\[0px\] {
                                                            border-radius: =
0px;
                                                          }

.babybear\:border=
-b-1 {
                                                            border-bottom-w=
idth: 1px;
                                                          }

.babybear\:border=
-solid {
                                                            border-style: s=
olid;
                                                          }

.babybear\:border=
-color-border-low-emphasis {
                                                            border-color: r=
gba(0, 0, 0, 0.3);
                                                          }

.babybear\:bg-col=
or-transparent {
                                                            background-colo=
r: rgba(0, 0, 0, 0);
                                                          }

.babybear\:bg-col=
or-brand {
                                                            background-colo=
r: #0a66c2;
                                                          }

.babybear\:p-2 {
                                                            padding: 16px;
                                                          }

.babybear\:p-0 {
                                                            padding: 0px;
                                                          }

.babybear\:py-1 {
                                                            padding-top: 8p=
x;
                                                            padding-bottom:=
 8px;
                                                          }

.babybear\:px-0 {
                                                            padding-left: 0=
px;
                                                            padding-right: =
0px;
                                                          }

.babybear\:px-2 {
                                                            padding-left: 1=
6px;
                                                            padding-right: =
16px;
                                                          }

.babybear\:px-mob=
ile-container-padding {
                                                            padding-left: 1=
6px;
                                                            padding-right: =
16px;
                                                          }

.babybear\:py-3 {
                                                            padding-top: 24=
px;
                                                            padding-bottom:=
 24px;
                                                          }

.babybear\:py-1\.=
5 {
                                                            padding-top: 12=
px;
                                                            padding-bottom:=
 12px;
                                                          }

.babybear\:pt-4 {
                                                            padding-top: 32=
px;
                                                          }

.babybear\:pr-0\.=
5 {
                                                            padding-right: =
4px;
                                                          }

.babybear\:pr-0 {
                                                            padding-right: =
0px;
                                                          }

.babybear\:pl-0\.=
5 {
                                                            padding-left: 4=
px;
                                                          }

.babybear\:pl-0 {
                                                            padding-left: 0=
px;
                                                          }

.babybear\:pt-0\.=
5 {
                                                            padding-top: 4p=
x;
                                                          }

.babybear\:pb-0 {
                                                            padding-bottom:=
 0px;
                                                          }

.babybear\:pt-0 {
                                                            padding-top: 0p=
x;
                                                          }

.babybear\:pb-2 {
                                                            padding-bottom:=
 16px;
                                                          }

.babybear\:text-x=
l {
                                                            font-size: 24px=
;
                                                          }

.babybear\:text-s=
m {
                                                            font-size: 14px=
;
                                                          }

.babybear\:text-\=
[10px\] {
                                                            font-size: 10px=
;
                                                          }

.babybear\:text-m=
d {
                                                            font-size: 16px=
;
                                                          }

.babybear\:text-x=
s {
                                                            font-size: 12px=
;
                                                          }

.babybear\:text-l=
g {
                                                            font-size: 20px=
;
                                                          }

.babybear\:font-b=
old {
                                                            font-weight: 60=
0;
                                                          }

.babybear\:leadin=
g-\[150px\] {
                                                            line-height: 15=
0px;
                                                          }

.babybear\:last\:=
border-b-0:last-child {
                                                            border-bottom-w=
idth: 0;
                                                          }

}

}
}
@media (max-width: 991px) {
  .babymamabear\:px-mobile-container-padding {
    padding-left: 16px;
    padding-right: 16px;
  }
}
@media (min-width: 768px) and (max-width: 991px) {
  .mamabear\:absolute {
    position: absolute;
  }

.mamabear\:right-4 {
    right: 32px;
  }

.mamabear\:-top-0\.5 {
    top: -4px;
  }

.mamabear\:-top-0 {
    top: -0px;
  }

.mamabear\:top-\[58px\] {
    top: 58px;
  }

.mamabear\:-top-1 {
    top: -8px;
  }

.mamabear\:mt-\[68px\] {
    margin-top: 68px;
  }

.mamabear\:mr-3 {
    margin-right: 24px;
  }

.mamabear\:flex {
    display: flex;
  }

.mamabear\:hidden {
    display: none;
  }

.mamabear\:\!h-4 {
    height: 32px !important;
  }

.mamabear\:h-\[100\%\] {
    height: 100%;
  }

.mamabear\:\!min-h-\[32px\] {
    min-height: 32px !important;
  }

.mamabear\:w-\[744px\] {
    width: 744px;
  }

.mamabear\:w-full {
    width: 100%;
  }

.mamabear\:w-\[calc\(100\%-97px\)\] {
    width: calc(100% - 97px);
  }

.mamabear\:min-w-0 {
    min-width: 0px;
  }

.mamabear\:max-w-\[790px\] {
    max-width: 790px;
  }

.mamabear\:flex-shrink-0 {
    flex-shrink: 0;
  }

.mamabear\:container-lined {
    border-radius: 8px;
    border-width: 1px;
    border-style: solid;
    border-color: rgba(0, 0, 0, 0.08);
    background-color: #ffffff;
  }

.mamabear\:container-raised {
    border-radius: 8px;
    background-color: #ffffff;
    box-shadow: 0px 4px 12px rgba(0, 0, 0, 0.3);
  }

.mamabear\:flex-row {
    flex-direction: row;
  }

.mamabear\:flex-col {
    flex-direction: column;
  }

.mamabear\:flex-wrap {
    flex-wrap: wrap;
  }

.mamabear\:items-start {
    align-items: flex-start;
  }

.mamabear\:items-center {
    align-items: center;
  }

.mamabear\:justify-start {
    justify-content: flex-start;
  }

.mamabear\:gap-y-1 {
    row-gap: 8px;
  }

.mamabear\:self-center {
    align-self: center;
  }

.mamabear\:rounded-tr-none {
    border-top-right-radius: 0px;
  }

.mamabear\:px-3 {
    padding-left: 24px;
    padding-right: 24px;
  }

.mamabear\:px-mobile-container-padding {
    padding-left: 16px;
    padding-right: 16px;
  }

.mamabear\:py-3 {
    padding-top: 24px;
    padding-bottom: 24px;
  }

.mamabear\:px-2 {
    padding-left: 16px;
    padding-right: 16px;
  }

.mamabear\:pt-desktop-content-top-margin {
    padding-top: 16px;
  }

.mamabear\:tab-vertical.tab-sm,
.mamabear\:tab-vertical .tab-md,
.mamabear\:tab-vertical .tab-lg {
    justify-content: flex-start;
  }

.mamabear\:tab-vertical.tab-selected:after {
    position: absolute;
    left: 0px;
    height: 100%;
    content: undefined;
    border-left: 4px solid rgba(0, 0, 0, 0.9);
  }

@media (min-width: 768px) and (max-width: 991px) {
    .mamabear\:tab-vertical.tab-selected:after {
      content: "";
    }

@media (min-width: 768px) {
      .papamamabear\:pt-desktop-content-top-margin {
        padding-top: 16px;
      }

@media (min-width: 992px) {
        .papabear\:absolute {
          position: absolute;
        }

.papabear\:btn-md {
          height: min-content;
          min-height: 48px;
          border-radius: 24px;
          padding-top: 12px;
          padding-bottom: 12px;
          padding-left: 24px;
          padding-right: 24px;
          text-align: center;
          font-size: 16px;
          font-weight: 600;
          line-height: 1.25;
        }

.papabear\:btn-md,
.papabear\:btn-md:visited,
.papabear\:btn-md:focus {
          cursor: pointer;
          text-decoration-line: none;
        }

.papabear\:top-\[58px\] {
          top: 58px;
        }

.papabear\:-top-1 {
          top: -8px;
        }

.papabear\:btn-md:hover,
.papabear\:btn-md:visited:hover {
          text-decoration-line: none;
        }

.papabear\:btn-md:disabled {
          cursor: not-allowed;
        }

.papabear\:mx-auto {
          margin-left: auto;
          margin-right: auto;
        }

.papabear\:\!mx-2 {
          margin-left: 16px !important;
          margin-right: 16px !important;
        }

.papabear\:mt-\[68px\] {
          margin-top: 68px;
        }

.papabear\:mt-\[-100px\] {
          margin-top: -100px;
        }

.papabear\:mb-\[18px\] {
          margin-bottom: 18px;
        }

.papabear\:mt-0 {
          margin-top: 0px;
        }

.papabear\:mt-0\.5 {
          margin-top: 4px;
        }

.papabear\:mr-2 {
          margin-right: 16px;
        }

.papabear\:mr-3 {
          margin-right: 24px;
        }

.papabear\:ml-column-gutter {
          margin-left: 24px;
        }

.papabear\:inline-block {
          display: inline-block;
        }

.papabear\:flex {
          display: flex;
        }

.papabear\:hidden {
          display: none;
        }

.papabear\:\!h-4 {
          height: 32px !important;
        }

.papabear\:h-6 {
          height: 48px;
        }

.papabear\:h-\[34px\] {
          height: 34px;
        }

.papabear\:h-\[100\%\] {
          height: 100%;
        }

.papabear\:max-h-\[calc\(100vh-4rem\)\] {
          max-height: calc(100vh - 4rem);
        }

.papabear\:min-h-\[96px\] {
          min-height: 96px;
        }

.papabear\:\!min-h-\[32px\] {
          min-height: 32px !important;
        }

.papabear\:w-\[400px\] {
          width: 400px;
        }

.papabear\:w-content-max-w {
          width: 1128px;
        }

.papabear\:w-core-rail-width {
          width: 784px;
        }

.papabear\:w-right-rail-width {
          width: calc(1128px - 24px - 784px);
        }

.papabear\:w-auto {
          width: auto;
        }

.papabear\:w-\[1128px\] {
          width: 1128px;
        }

.papabear\:w-\[135px\] {
          width: 135px;
        }

.papabear\:w-\[calc\(100\%-97px\)\] {
          width: calc(100% - 97px);
        }

.papabear\:min-w-0 {
          min-width: 0px;
        }

.papabear\:max-w-\[550px\] {
          max-width: 550px;
        }

.papabear\:flex-shrink-0 {
          flex-shrink: 0;
        }

.papabear\:container-lined {
          border-radius: 8px;
          border-width: 1px;
          border-style: solid;
          border-color: rgba(0, 0, 0, 0.08);
          background-color: #ffffff;
        }

.papabear\:container-raised {
          border-radius: 8px;
          background-color: #ffffff;
          box-shadow: 0px 4px 12px rgba(0, 0, 0, 0.3);
        }

.papabear\:flex-col {
          flex-direction: column;
        }

.papabear\:flex-nowrap {
          flex-wrap: nowrap;
        }

.papabear\:items-start {
          align-items: flex-start;
        }

.papabear\:justify-start {
          justify-content: flex-start;
        }

.papabear\:justify-center {
          justify-content: center;
        }

.papabear\:self-start {
          align-self: flex-start;
        }

.papabear\:rounded-tr-none {
          border-top-right-radius: 0px;
        }

.papabear\:border-4 {
          border-width: 4px;
        }

.papabear\:p-details-container-padding {
          padding: 24px;
        }

.papabear\:p-0 {
          padding: 0px;
        }

.papabear\:py-2 {
          padding-top: 16px;
          padding-bottom: 16px;
        }

.papabear\:pt-desktop-content-top-margin {
          padding-top: 16px;
        }

.papabear\:text-xl {
          font-size: 24px;
        }

.papabear\:tab-vertical.tab-sm,
.papabear\:tab-vertical .tab-md,
.papabear\:tab-vertical .tab-lg {
          justify-content: flex-start;
        }

.papabear\:tab-vertical.tab-selected:after {
          position: absolute;
          left: 0px;
          height: 100%;
          content: undefined;
          border-left: 4px solid rgba(0, 0, 0, 0.9);
        }

@media (min-width: 992px) {
          .papabear\:tab-vertical.tab-selected:after {
            content: "";
          }

}

}
}
</style></head> <body dir=3D"ltr" class=3D"font-sans bg-color-background-ca=
nvas w-full m-0 p-0 pt-1" style=3D"-webkit-text-size-adjust: 100%; -ms-text=
-size-adjust: 100%; margin: 0px; width: 100%; background-color: #f3f2f0; pa=
dding: 0px; padding-top: 8px; font-family: -apple-system, system-ui, BlinkM=
acSystemFont, 'Segoe UI', Roboto, 'Helvetica Neue', 'Fira Sans', Ubuntu, Ox=
ygen, 'Oxygen Sans', Cantarell, 'Droid Sans', 'Apple Color Emoji', 'Segoe U=
I Emoji', 'Segoe UI Emoji', 'Segoe UI Symbol', 'Lucida Grande', Helvetica, =
Arial, sans-serif;"> <div class=3D"h-0 opacity-0 text-transparent invisible=
 overflow-hidden w-0 max-h-[0]" style=3D"visibility: hidden; height: 0px; m=
ax-height: 0; width: 0px; overflow: hidden; opacity: 0; mso-hide: all;" dat=
a-email-preheader=3D"true">Hello Digital Trailblazers! It&#39;s Irina Boris=
sova, your guide in the=E2=80=A6</div> <div class=3D"h-0 opacity-0 text-tra=
nsparent invisible overflow-hidden w-0 max-h-[0]" style=3D"visibility: hidd=
en; height: 0px; max-height: 0; width: 0px; overflow: hidden; opacity: 0; m=
so-hide: all;"> =CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=
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=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0 =CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=
=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=8F=C2=A0=CD=
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VkNDYxYmU3YmQ4ZmM5ZDA0NTk4YWU4OTYxNzljNTA1NmQ0OTViNWVmNmYyZDBkZmE1MTRkNWZmZ=
DQ2NzgxZDI2YjMzMjgzODgyNTkzZDE2YjdmMWM5OGMwNzAwZTAwMywxLDE%3D" target=3D"_b=
lank" class=3D"no-underline" style=3D"color: #0a66c2; cursor: pointer; disp=
lay: inline-block; text-decoration: none; -webkit-text-size-adjust: 100%; -=
ms-text-size-adjust: 100%; text-decoration-line: none;"> <span class=3D"tex=
t-xs m-0 text-cool-gray-70" data-test-id=3D"headline" style=3D"margin: 0px;=
 font-size: 12px; color: #56687a;"> =E2=80=9CSun Queen=E2=80=9D |Driving Su=
ccess Through a Digital Strategy| SEM And SEO Strategist | Ex-Google |Ex-Mi=
crosoft | Meta And Instagram Expert| Content Writer| LinkedIn Top Marketing=
 Voice| Influencer| Lets Grow Together </span> </a> </td> </tr> </tbody> </=
table> </td> </tr> </tbody> </table> </td> </tr> <tr data-test-id=3D"newsle=
tter-hero-banner"> <td class=3D"bg-color-surface-accent-4 py-2 px-3 leading=
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0%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; background-color: #dde7f1=
; padding-top: 16px; padding-bottom: 16px; padding-left: 24px; padding-righ=
t: 24px; line-height: 1.25;"> <a href=3D"https://www.linkedin.com/comm/puls=
e/week-search-marketing-insider-tips-from-decade-google-irina-mence?lipi=3D=
urn%3Ali%3Apage%3Aemail_email_series_follow_newsletter_01%3BqqRI%2Fw9XQci69=
SREx5KpQA%3D%3D&amp;midToken=3DAQGsVZCYJO6vnQ&amp;midSig=3D1xdpTQ6jW2Eb41&a=
mp;trk=3Deml-email_series_follow_newsletter_01-newsletter_hero_banner-0-ope=
n_on_linkedin_cta&amp;trkEmail=3Deml-email_series_follow_newsletter_01-news=
letter_hero_banner-0-open_on_linkedin_cta-null-du31ng~lrb2zahh~nn-null-null=
&amp;eid=3Ddu31ng-lrb2zahh-nn&amp;otpToken=3DMWEwNjE4ZTUxYjJlYzFjM2IyMjQwNG=
VkNDYxYmU3YmQ4ZmM5ZDA0NTk4YWU4OTYxNzljNTA1NmQ0OTViNWVmNmYyZDBkZmE1MTRkNWZmZ=
DQ2NzgxZDI2YjMzMjgzODgyNTkzZDE2YjdmMWM5OGMwNzAwZTAwMywxLDE%3D" target=3D"_b=
lank" class=3D"text-color-text no-underline" style=3D"cursor: pointer; disp=
lay: inline-block; text-decoration: none; -webkit-text-size-adjust: 100%; -=
ms-text-size-adjust: 100%; color: rgba(0, 0, 0, 0.9); text-decoration-line:=
 none;"> See what others are saying about this topic:<span class=3D"text-md=
 font-normal leading-regular text-color-brand" style=3D"font-size: 16px; fo=
nt-weight: 400; line-height: 1.25; color: #0a66c2;"> Open on Linkedin</span=
> </a> </td> </tr> <tr data-test-id=3D"newsletter-content-preview"> <td cla=
ss=3D"px-3 pt-2" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adj=
ust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; padding-left: 24px=
; padding-right: 24px; padding-top: 16px;"> <table role=3D"presentation" va=
lign=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=3D"100%=
" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-=
table-lspace: 0pt; mso-table-rspace: 0pt;"> <tbody> <tr> <td class=3D"overf=
low-hidden " style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust:=
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able role=3D"presentation" valign=3D"top" border=3D"0" cellspacing=3D"0" ce=
llpadding=3D"0" width=3D"100%" style=3D"-webkit-text-size-adjust: 100%; -ms=
-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <t=
body> <tr> <td style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjus=
t: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <a href=3D"https:/=
/www.linkedin.com/comm/pulse/week-search-marketing-insider-tips-from-decade=
-google-irina-mence?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_news=
letter_01%3BqqRI%2Fw9XQci69SREx5KpQA%3D%3D&amp;midToken=3DAQGsVZCYJO6vnQ&am=
p;midSig=3D1xdpTQ6jW2Eb41&amp;trk=3Deml-email_series_follow_newsletter_01-n=
ewsletter_content_preview-0-headline_&amp;trkEmail=3Deml-email_series_follo=
w_newsletter_01-newsletter_content_preview-0-headline_-null-du31ng~lrb2zahh=
~nn-null-null&amp;eid=3Ddu31ng-lrb2zahh-nn&amp;otpToken=3DMWEwNjE4ZTUxYjJlY=
zFjM2IyMjQwNGVkNDYxYmU3YmQ4ZmM5ZDA0NTk4YWU4OTYxNzljNTA1NmQ0OTViNWVmNmYyZDBk=
ZmE1MTRkNWZmZDQ2NzgxZDI2YjMzMjgzODgyNTkzZDE2YjdmMWM5OGMwNzAwZTAwMywxLDE%3D"=
 target=3D"_blank" style=3D"color: #0a66c2; cursor: pointer; display: inlin=
e-block; text-decoration: none; -webkit-text-size-adjust: 100%; -ms-text-si=
ze-adjust: 100%;"> <img class=3D"block w-full" alt=3D"Newsletter cover imag=
e" src=3D"https://media.licdn.com/dms/image/D4E12AQGgCQx1_qL5wg/article-cov=
er_image-shrink_600_2000/0/1705089073143?e=3D2147483647&amp;v=3Dbeta&amp;t=
=3DSMkyalbcIoJNQyHbicq2oTggmc5q8No4FNADP43zrcQ" style=3D"outline: none; tex=
t-decoration: none; -ms-interpolation-mode: bicubic; display: block; width:=
 100%;"> </a> </td> </tr> <tr> <td class=3D"py-2" style=3D"-webkit-text-siz=
e-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-tabl=
e-rspace: 0pt; padding-top: 16px; padding-bottom: 16px;"> <table role=3D"pr=
esentation" valign=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0"=
 width=3D"100%" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adju=
st: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <tbody> <tr> <td =
style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-ta=
ble-lspace: 0pt; mso-table-rspace: 0pt;"> <a href=3D"https://www.linkedin.c=
om/comm/pulse/week-search-marketing-insider-tips-from-decade-google-irina-m=
ence?lipi=3Durn%3Ali%3Apage%3Aemail_email_series_follow_newsletter_01%3BqqR=
I%2Fw9XQci69SREx5KpQA%3D%3D&amp;midToken=3DAQGsVZCYJO6vnQ&amp;midSig=3D1xdp=
TQ6jW2Eb41&amp;trk=3Deml-email_series_follow_newsletter_01-newsletter_conte=
nt_preview-0-title_&amp;trkEmail=3Deml-email_series_follow_newsletter_01-ne=
wsletter_content_preview-0-title_-null-du31ng~lrb2zahh~nn-null-null&amp;eid=
=3Ddu31ng-lrb2zahh-nn&amp;otpToken=3DMWEwNjE4ZTUxYjJlYzFjM2IyMjQwNGVkNDYxYm=
U3YmQ4ZmM5ZDA0NTk4YWU4OTYxNzljNTA1NmQ0OTViNWVmNmYyZDBkZmE1MTRkNWZmZDQ2NzgxZ=
DI2YjMzMjgzODgyNTkzZDE2YjdmMWM5OGMwNzAwZTAwMywxLDE%3D" target=3D"_blank" cl=
ass=3D"no-underline font-medium text-sm m-0 text-system-gray-90" style=3D"c=
ursor: pointer; display: inline-block; text-decoration: none; -webkit-text-=
size-adjust: 100%; -ms-text-size-adjust: 100%; margin: 0px; font-size: 14px=
; font-weight: 500; color: #282828; text-decoration-line: none;"> <h2 style=
=3D"margin: 0; font-weight: 500;"> =F0=9F=9A=80 This Week in Search Marketi=
ng: Insider Tips from a Decade of Google Ads Mastery! </h2> </a> </td> </tr=
> <tr data-test-id=3D"newsletter-content-preview--content"> <td class=3D"pt=
-0.5 series-article-body" style=3D"-webkit-text-size-adjust: 100%; -ms-text=
-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; font-fami=
ly: -apple-system, system-ui, BlinkMacSystemFont, 'Segoe UI', Roboto, 'Helv=
etica Neue', 'Fira Sans', Ubuntu, Oxygen, 'Oxygen Sans', Cantarell, 'Droid =
Sans', 'Apple Color Emoji', 'Segoe UI Emoji', 'Segoe UI Emoji', 'Segoe UI S=
ymbol', 'Lucida Grande', Helvetica, Arial, sans-serif; font-size: 16px; pad=
ding-top: 4px;"> <p style=3D"margin: 0; font-weight: 400; margin-top: 0.8em=
; font-size: 1em; line-height: 1.5;"></p><p style=3D"margin: 0; font-weight=
: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;">Hello Digital =
Trailblazers!</p><p style=3D"margin: 0; font-weight: 400; margin-top: 0.8em=
; font-size: 1em; line-height: 1.5;">It's Irina Borissova, your guide in th=
e ever-evolving world of Search Marketing. With over a decade of mastering =
Google and Bing Ads, I'm here to share some top tips that have propelled ca=
mpaigns to stellar heights. =F0=9F=8C=9F</p><p style=3D"margin: 0; font-wei=
ght: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;"><strong>1. =
Embrace the Power of Negative Keywords:</strong>&nbsp;</p><p style=3D"margi=
n: 0; font-weight: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5=
;">One of the less-talked-about strategies in Google Ads is the effective u=
se of negative keywords. You can significantly improve your campaign's focu=
s and ROI by identifying and excluding irrelevant search terms. During my t=
enure at Chewy, we refined our negative keyword lists, which led to a 25% r=
eduction in bounce rates.</p><p style=3D"margin: 0; font-weight: 400; margi=
n-top: 0.8em; font-size: 1em; line-height: 1.5;"><strong>2. Optimize for Vo=
ice Search in Your SEO Strategy:</strong>&nbsp;</p><p style=3D"margin: 0; f=
ont-weight: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;">With=
 the rise of voice assistants, voice search optimization is no longer optio=
nal. Focus on natural language and question-based queries. </p><p style=3D"=
margin: 0; font-weight: 400; margin-top: 0.8em; font-size: 1em; line-height=
: 1.5;"><strong>3. Leverage Custom Affinity Audiences in Google Ads:</stron=
g>&nbsp;</p><p style=3D"margin: 0; font-weight: 400; margin-top: 0.8em; fon=
t-size: 1em; line-height: 1.5;">Custom Affinity Audiences allow you to tail=
or your audience based on specific interests and URLs they visit. Use this =
to create hyper-targeted ads. This tactic was instrumental in the 10% week-=
over-week sales increase at Hint Water.</p><p style=3D"margin: 0; font-weig=
ht: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;"><strong>4. U=
se Ad Extensions Wisely:</strong>&nbsp;</p><p style=3D"margin: 0; font-weig=
ht: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;">Ad Extension=
s can significantly improve your CTR. Implement site links, callouts, and s=
tructured snippet extensions to provide additional information and options =
to users. At Macy's, strategic use of ad extensions led to a notable increa=
se in CTR and conversion rates.</p><p style=3D"margin: 0; font-weight: 400;=
 margin-top: 0.8em; font-size: 1em; line-height: 1.5;"><strong>5. Regularly=
 Audit Your PPC Accounts:</strong>&nbsp;</p><p style=3D"margin: 0; font-wei=
ght: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;">I think tha=
t a regular audit of your PPC accounts is crucial. Assess everything from k=
eyword selection to ad copy and bidding strategies. During my role at Evoke=
 Giant, regular audits led to a 15% increase in conversion rates.</p><p sty=
le=3D"margin: 0; font-weight: 400; margin-top: 0.8em; font-size: 1em; line-=
height: 1.5;"><strong>6. Keep an Eye on Competitor Tactics:</strong>&nbsp;<=
/p><p style=3D"margin: 0; font-weight: 400; margin-top: 0.8em; font-size: 1=
em; line-height: 1.5;">I think that understanding your competition's strate=
gy is key. Use tools like SEMrush or Google's Auction Insights to gain insi=
ghts into their tactics and adjust your campaigns accordingly. This approac=
h helped us gain a competitive edge at A5 Advertising.</p><p style=3D"margi=
n: 0; font-weight: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5=
;">Stay tuned for more insights and tips next week. Remember, in search mar=
keting, every click counts, and every ad tells a story. Let's write some su=
ccess stories together!</p><p style=3D"margin: 0; font-weight: 400; margin-=
top: 0.8em; font-size: 1em; line-height: 1.5;">Best,</p><p style=3D"margin:=
 0; font-weight: 400; margin-top: 0.8em; font-size: 1em; line-height: 1.5;"=
>Irina Borissova</p><p style=3D"margin: 0; font-weight: 400; margin-top: 0.=
8em; font-size: 1em; line-height: 1.5;">=F0=9F=94=97 [Connect with me on Li=
nkedIn](<a href=3D"http://linkedin.com/in/irinab" target=3D"_blank" rel=3D"=
nofollow noopener" style=3D"text-decoration: none; -webkit-text-size-adjust=
: 100%; -ms-text-size-adjust: 100%; display: inline; cursor: pointer; font-=
weight: 600; color: #0a66c2; text-decoration-line: none;">http://linkedin.c=
om/in/irinab</a>)</p><p style=3D"margin: 0; font-weight: 400; margin-top: 0=
.8em; font-size: 1em; line-height: 1.5;">P.S. - Residing in San Mateo, CA, =
and ready to collaborate in PST. Let's bring those marketing strategies to =
life!</p> </td> </tr> <tr> <td class=3D"pt-2 no-underline" style=3D"-webkit=
-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-lspace: 0pt;=
 mso-table-rspace: 0pt; padding-top: 16px; text-decoration-line: none;"> <t=
able role=3D"presentation" valign=3D"top" border=3D"0" cellspacing=3D"0" ce=
llpadding=3D"0" width=3D"100%" class=3D"email-button " data-test-id=3D"emai=
l-button" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 10=
0%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <tbody> <tr> <td valign=
=3D"middle" align=3D"left" style=3D"-webkit-text-size-adjust: 100%; -ms-tex=
t-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <a hre=
f=3D"https://www.linkedin.com/comm/pulse/week-search-marketing-insider-tips=
-from-decade-google-irina-mence?lipi=3Durn%3Ali%3Apage%3Aemail_email_series=
_follow_newsletter_01%3BqqRI%2Fw9XQci69SREx5KpQA%3D%3D&amp;midToken=3DAQGsV=
ZCYJO6vnQ&amp;midSig=3D1xdpTQ6jW2Eb41&amp;trk=3Deml-email_series_follow_new=
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pToken=3DMWEwNjE4ZTUxYjJlYzFjM2IyMjQwNGVkNDYxYmU3YmQ4ZmM5ZDA0NTk4YWU4OTYxNz=
ljNTA1NmQ0OTViNWVmNmYyZDBkZmE1MTRkNWZmZDQ2NzgxZDI2YjMzMjgzODgyNTkzZDE2YjdmM=
WM5OGMwNzAwZTAwMywxLDE%3D" target=3D"_blank" aria-label=3D"Join the convers=
ation" class=3D"align-top no-underline" style=3D"color: #0a66c2; cursor: po=
inter; display: inline-block; text-decoration: none; -webkit-text-size-adju=
st: 100%; -ms-text-size-adjust: 100%; vertical-align: top; text-decoration-=
line: none;"> <table role=3D"presentation" valign=3D"top" border=3D"0" cell=
spacing=3D"0" cellpadding=3D"0" width=3D"auto" class=3D"border-separate" st=
yle=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-tabl=
e-lspace: 0pt; mso-table-rspace: 0pt; border-collapse: separate;"> <tbody> =
<tr> <td class=3D"btn-md btn-primary border-color-brand button-link leading=
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op: 12px; padding-bottom: 12px; padding-left: 24px; padding-right: 24px; te=
xt-align: center; font-size: 16px; font-weight: 600; cursor: pointer; text-=
decoration-line: none; background-color: #0a66c2; color: #ffffff; border-wi=
dth: 1px; border-style: solid; border-color: #0a66c2; line-height: 1.25; mi=
n-height: auto !important; box-shadow: 0 0 #0000, 0 0 #0000, 0 0 #0000 !imp=
ortant;"> <a href=3D"https://www.linkedin.com/comm/pulse/week-search-market=
ing-insider-tips-from-decade-google-irina-mence?lipi=3Durn%3Ali%3Apage%3Aem=
ail_email_series_follow_newsletter_01%3BqqRI%2Fw9XQci69SREx5KpQA%3D%3D&amp;=
midToken=3DAQGsVZCYJO6vnQ&amp;midSig=3D1xdpTQ6jW2Eb41&amp;trk=3Deml-email_s=
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ew-0-readmore_button_-null-du31ng~lrb2zahh~nn-null-null&amp;eid=3Ddu31ng-lr=
b2zahh-nn&amp;otpToken=3DMWEwNjE4ZTUxYjJlYzFjM2IyMjQwNGVkNDYxYmU3YmQ4ZmM5ZD=
A0NTk4YWU4OTYxNzljNTA1NmQ0OTViNWVmNmYyZDBkZmE1MTRkNWZmZDQ2NzgxZDI2YjMzMjgzO=
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" aria-hidden=3D"true" class=3D"no-underline" style=3D"color: #0a66c2; curs=
or: pointer; display: inline-block; text-decoration: none; -webkit-text-siz=
e-adjust: 100%; -ms-text-size-adjust: 100%; text-decoration-line: none;"> <=
span class=3D"no-underline text-white" style=3D"color: #ffffff; text-decora=
tion-line: none;"> Join the conversation </span> </a> </td> </tr> </tbody> =
</table> </a> </td> </tr> </tbody> </table> </td> </tr> </tbody> </table> <=
/td> </tr> </tbody> </table> </td> </tr> </tbody> </table> </td> </tr> <tr>=
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size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; padding-le=
ft: 24px; padding-right: 24px; padding-top: 16px;"> <table role=3D"presenta=
tion" valign=3D"top" border=3D"0" cellspacing=3D"0" cellpadding=3D"0" width=
=3D"100%" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 10=
0%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> <tbody> <tr> <td align=
=3D"left" style=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 10=
0%; mso-table-lspace: 0pt; mso-table-rspace: 0pt;"> Know someone who might =
be interested in this newsletter? Share it with them. </td> </tr> <tr> <td =
class=3D"pt-2" align=3D"center" style=3D"-webkit-text-size-adjust: 100%; -m=
s-text-size-adjust: 100%; mso-table-lspace: 0pt; mso-table-rspace: 0pt; pad=
ding-top: 16px;"> <table role=3D"presentation" valign=3D"top" border=3D"0" =
cellspacing=3D"0" cellpadding=3D"0" width=3D"75%" class=3D"mx-auto" style=
=3D"-webkit-text-size-adjust: 100%; -ms-text-size-adjust: 100%; mso-table-l=
space: 0pt; mso-table-rspace: 0pt; margin-left: auto; margin-right: auto;">=
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> <a href=3D"https://www.linkedin.com/e/v2?urlhash=3DQb58&amp;url=3Dhttps%3=
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252Elinkedin%252Ecom%252Fpulse%252Fweek-search-marketing-insider-tips-from-=
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ollow_newsletter_01%3BqqRI%2Fw9XQci69SREx5KpQA%3D%3D&amp;midToken=3DAQGsVZC=
YJO6vnQ&amp;midSig=3D1xdpTQ6jW2Eb41&amp;ek=3Demail_series_follow_newsletter=
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ter_social_upsell&amp;ts=3Dlinkedin_upsell_cta&amp;li=3D0&amp;t=3Dplh" targ=
et=3D"_blank" style=3D"color: #0a66c2; cursor: pointer; display: inline-blo=
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