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Digital.Marketing

Digital.Marketing

著者： Samuel Edwards
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A podcast covering all aspects of digital marketing including AEO/GEO, SEO, PPC/SEM, CRO and general digital marketing management.2026 Digital.Marketing マネジメント マネジメント・リーダーシップ マーケティング マーケティング・セールス 経済学
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  • Link Cost vs. Link Value: How to Balance the ROI Equation

    Link Cost vs. Link Value: How to Balance the ROI Equation
    2026/05/25
    In this episode, Alex and Molly break down Link.Build's practical guide on link cost versus link value — the equation that separates strategic, ROI-driven link building from simply spending money on backlinks and hoping for the best. Whether you're managing link building in-house, working with an agency, or evaluating whether your current efforts are delivering real returns, this conversation gives you a structured framework for making smarter decisions.Link building should, in theory, provide a solid return on investment. You spend money and time building links. Those links pass authority to your website. That authority increases your rankings. And you end up with more traffic and more sales. But as any experienced link builder knows, that equation does not always flow smoothly. The article published on Link.Build takes an honest look at why, and provides a comprehensive framework for evaluating both sides.The episode walks through eight distinct factors for evaluating the value of any prospective link:Domain authority — the most important single factor, directly influencing how much ranking power a link passes to your site. The article notes that this relationship scales non-linearly, with small differences at the top of the DA scale producing outsized impact.Relevance — links from sources related to your content are more likely to be interpreted by Google as natural and valuable. They also create opportunities to optimize for specific keywords and topics, and tend to be more sustainable over time.Referral traffic — a commonly undervalued benefit. If the referring domain has strong visibility, a well-placed link can generate significant direct traffic independent of any SEO benefit.Internal linking opportunities — different referring sources present different content landscapes. Some are naturally better suited to linking to specific pages or pieces of original research on your site.Relationship benefits — a successful guest post can open doors to repeat placements, introductions to other editors, and ongoing publishing relationships that compound in value over time.Reputational benefits — being featured on a publisher with strong brand recognition can boost your own brand credibility, independent of the link's SEO value.Fit with your link profile — diversity matters. Sometimes a link is worth building simply because it fills a gap in your current backlink profile or covers a category where competitors have presence and you do not.Competitive considerations — links that give you a distinctive advantage your competitors cannot easily replicate carry additional strategic value.On the cost side, the article and episode break down both monetary and time costs in detail. Monetary costs include agency fees, publisher fees, and peripheral tool costs. Time costs — which the episode emphasizes as the most commonly underestimated part of the equation — include research and vetting of prospective publishers, pitching and outreach, content drafting, editing and revisions, follow-up to ensure publication and link placement, and ongoing maintenance to monitor that links remain active over time.The conversation around balancing the link cost and link value equation makes an important point: you will never arrive at exact dollar amounts on either side. But the discipline of estimating both sides, even imperfectly, is what separates strategic link builders from people who are just spending money. Running this equation forces you to make ROI-driven decisions rather than chasing domain authority numbers or link counts without context.Alex and Molly highlight several practical takeaways from the article. First, don't chase domain authority alone — a high-DA link from an irrelevant source may cost more and deliver less than a moderate-DA link from a highly relevant niche site. Second, account for the full cost, especially the time costs of research, pitching, and follow-up that are easy to overlook but add up fast. Third, think about links as investments with compound returns, where a single placement can lead to ongoing relationships and multiple future links. And fourth, factor in sustainability — a link that stays active for years is fundamentally more valuable than one that might disappear in months.The episode also discusses why link outreach can be particularly difficult to cost-estimate. You can invest significant time researching a publisher, tailoring a pitch, and crafting the perfect angle, only to be rejected by an editor who is overwhelmed with queries. That uncertainty makes the pitching phase one of the hardest elements of the cost equation to predict, and one of the most important to account for when evaluating overall ROI.The bottom line: link building is not about getting as many links as possible or chasing the highest domain authority numbers. It is about making smart, ROI-driven decisions about where to invest your time and money. The link cost versus link value framework ...
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    10 分
  • Healthcare Paid Ads in 2026: What the Data Actually Says

    Healthcare Paid Ads in 2026: What the Data Actually Says
    2026/05/21

    Episode summary: In this episode, Alex and Molly dig into the PPC.co market research report Paid Ads Statistics in Healthcare — a data-heavy look at what's actually happening in healthcare paid advertising right now. Costs are climbing, privacy rules are reshaping measurement, patients are behaving like informed consumers, and the old playbooks are breaking down. If you're running healthcare campaigns the way you did two years ago, this conversation will show you what needs to change.

    The conversation covers the full landscape: from a $24.8 billion digital ad market dominated by pharma, to the multi-touch patient journeys that are breaking last-click attribution, to the privacy crisis that has more than half of payer organizations pausing their digital spend entirely.

    What this episode covers

    • Market size: U.S. healthcare and pharma digital ad spend is projected at ~$24.8B in 2025, growing 13% YoY.
    • The pharma dominance problem: pharma accounts for 88% of sector digital spend, leaving providers competing for a much smaller slice.
    • Cost benchmarks: paid search CPCs of $2–$8+ (specialty keywords above $20), conversion rates of 3–8%, and CPAs of $50–$300+.
    • The modern patient journey: 5–6 touchpoints across Google, YouTube, review sites, social, and branded search before conversion.
    • Privacy reshaping everything: HIPAA enforcement and FTC scrutiny around tracking pixels are forcing campaign rethinks.
    • Why trust is the real conversion lever: credentials, reviews, and transparency outperform clever copy every time.
    • First-party data as the long-term advantage: 65% of patients now access portals, creating privacy-safe targeting opportunities.
    • Four patient personas: the Researcher, Urgent Seeker, Caregiver, and Digital Native — and how to reach each one.
    • Channel maturity: search is saturating, social is maturing, CTV is growing, and first-party activation is still early.
    • Tactical advice: landing page optimization, call tracking, service-line segmentation, review generation, empathetic retargeting, and ad copy testing.

    Key stats from the report

    • U.S. healthcare + pharma digital ad spend: ~$24.8B (2025)
    • Pharma share of digital spend: ~88%
    • Average paid search CPC: $2–$8+ (specialty $20+)
    • Landing page conversion rate: 3–8%
    • Average social CPM: $8–$20+
    • Consumers using health tech monthly: ~70% (Gen Z: 79%)
    • Patient portal access: 65% (up from 25% in 2014)

    Who this is for

    Healthcare marketers, hospital and health system CMOs, provider practice managers, digital health growth teams, agency strategists working in healthcare, and anyone trying to make paid acquisition work in one of the most expensive and regulated verticals in digital marketing.

    Learn more

    Full report: Paid Ads Statistics in Healthcare
    PPC.co
    Digital.Marketing
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    16 分
  • B2B SaaS Marketing in 2026: What's Actually Working Now

    B2B SaaS Marketing in 2026: What's Actually Working Now
    2026/05/21

    Episode summary: B2B SaaS marketing has grown up. The era of blasting paid ads, chasing MQLs, and hoping the math works out is over. In this episode, Alex and Molly break down the B2B SaaS Digital Marketing Research Report from Digital.Marketing to explore what's actually working now — and what smart marketing teams need to stop doing.

    The conversation covers why the industry is shifting from volume to precision, why most companies don't have a top-of-funnel problem but a mid-funnel problem, and why the best SaaS companies are building marketing like infrastructure instead of running it like a series of campaigns.

    What this episode covers

    • Why lead-to-customer conversion is still stuck at 2–5% and what that really means for your budget.
    • The shift from paid-heavy acquisition to owned channels like SEO, email, and community — and why SEO converts roughly 2× better than paid.
    • How B2B buyer behavior has fundamentally changed: 94% of buyers rank their shortlist before ever talking to sales, and 61% prefer a completely rep-free buying experience.
    • Why the average B2B buying group now involves 13 people and 11 months — and what that means for your marketing strategy.
    • The privacy-personalization tension: buyers want everything personalized but also want more control and transparency.
    • How AI is becoming a competitive advantage — but only when paired with strong strategy and original thinking.
    • Why net revenue retention is the underrated growth lever, and why fixing the middle and bottom of your funnel matters more than pouring more into the top.

    Key stats from the report

    • Median SaaS growth rate: ~25–30%
    • Lead-to-customer conversion: 2–5%
    • Average sales cycle: ~84 days
    • Paid search CPC (SaaS): ~$5.70
    • Combined TAM across B2B SaaS categories: $300B+
    • Net revenue retention: ~100–105%
    • Typical budget split: 30% paid search, 25% SEO/content, 15% LinkedIn, 10% email, 10% webinars

    Who this is for

    This episode is designed for SaaS founders, CMOs, demand gen leaders, revenue operators, and agency strategists who want a clear-eyed look at where B2B SaaS marketing stands right now — with real benchmarks, practical frameworks, and zero hype.

    The bottom line

    The companies that win in 2026 won't be the ones doing more marketing. They'll be the ones doing fewer things, better. Focus beats volume. Efficiency beats noise. And the teams that grow up with the market are the ones that will own it.

    Learn more

    Full report: B2B SaaS Digital Marketing Research Report
    Digital.Marketing
    SEO.co
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    15 分
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