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Natural disasters claim lives and lay waste to property each year. Second to these harsh realities is the dire if not irreversible impact on small businesses. Potential customers in affected areas are concerned with survival, not making a purchase. Brick and mortar locations are destroyed. And advertising efforts fall by the wayside.
“Increase conversions, reduce spend.” - Every AdWords user. Ever. In an ideal world, spending less to make more would be a cinch. There would be chocolate fountains on every street corner. Student loan debt would vanish. Alas. In reality, reconciling the twin desires of growing your customer base while spending less on advertising is no small feat.
There’s a new reason to start cranking out quality content, folks. Facebook appears to be close to launching a brand new targeting method, one that will allow advertisers to target users who share your on-site content on Facebook. Yesterday, Facebook advertising wunderkind Jon Loomer blogged about his experience with this new custom audience.
Wu Tang is for the children; AdWords is for everyone. It’s used by marketers from Boston to Brisbane and, outside of ad extensions (some of which are unavailable in countries that don’t fly the stars and stripes) and policies grounded in legalities, the strategies SEMs use are largely the same. Costs per click, however can vary drastically: As you can see, average CPCs look ...
Budgeting is a chore. Always. Whether you’re pinching pennies to pay rent for an overpriced studio overlooking a dingy alley, or paving the road to internet moguldom, or both, simultaneously, it drives the average red blooded American up the wall. There are ways to mitigate the insanity. There is, however, no way to completely avoid budgeting properly without hamstringing yourself down the road.
Music makes millennials more productive. Fact, not opinion. Our hips wouldn’t even dream of lying. WordStream, like any business brimming with twentysomethings, is a workplace where music matters. Now, I can’t speak for our sensational engineers or unrivaled sales team (we’re hiring!), but on the fifteenth floor, the home of our customer success and managed services teams, i ...
Larry mentioned them in his list of 10 CRO Truth Bombs. WordStream clients are using them to corral leads in droves. They’re cheap. They’re effective. The targeting options are so vast and precise that finding new customers is easier than bullseyeing womp rats in your T-16 back home. I’m talking about Facebook lead ads.
If you’ve read my posts in the past, you’ll know I came to paid search from the world of advanced degrees and elbow patches. While the academia wasn’t quite for me, I’ve managed a number of accounts where I had to use paid search and social ads to find others who are interested in pursuing higher education in its many forms—from locally-targeted advanced degrees to worldwide MOOCs.
At least once a week I’ll click through an AdWords account and stumble upon something I didn’t know existed. Sometimes it’s a targeting method or report. Once, I learned that just because someone clicks an ad and makes a purchase it doesn’t necessarily mean the conversion should be explicitly tied to that click (degrees in English lit. don’t put much emphasis on attribution…weird, I know).
Let’s say you do a Google search, click on a paid ad, and navigate to a site to purchase bespoke pillowcases. In the lower right-hand corner of your browser you notice something lying in wait. After thirty seconds or so spent lost in the intricate stitching details, a live chat box manned by somebody, let’s call them Hodor and Hagrid, materializes. He or she offers assistance. You bite.
Being the little guy can be tough. You’re underfunded. You lack resources. You spend lonely nights eating cans of warmish black beans googling buzzwords like “grassroots” and “bootstrap.” But no matter how many times you nod off to a Seth Godin audiobook on the subway, competing with the biggest and baddest in your vertical can seem daunting.