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For a few years now Google has been making big announcements in the spring, and they’ve usually revolved around mobile – in 2013, there was the announcement of Enhanced Campaigns, which did away with the old best practice of creating separate desktop and mobile campaigns. Every year since then we’ve gotten more and more mobile ad types and features, and this year is no different.
If you have heard anything about Facebook advertising, you know it’s extensive (and complicated). If you’ve ever been targeted by Facebook ads, you know it’s almost borderline stalky. And if you have ever tried Facebook advertising out for yourself, you know it’s efficient and cost-effective. While paid search marketing is mostly accomplished by targeting specific keywords tha ...
Whether you’re doing PPC for the first time or you’ve just signed a new client, it can be daunting to know whether or not you’re doing a good job. Sure, we all want to create unicorn ads that have highest CTRs and the best conversion rates, but what’s a good metric for one industry isn’t necessarily good for another.
As a driver of sales, leads, and conversions, we know that paid social works. However, direct selling isn’t necessarily the most important – or attainable – benefit of paid social as an advertising channel. Because social media is the number-one daily activity for American adults, you might be better off thinking about paid social as a springboard for growing relationships be ...
Did you know that people watch 5 billion videos on YouTube every day? In fact, 300 hundred hours of video are uploaded to YouTube every minute! This might not even surprise you, as YouTube is the leading service that made it possible to easily put videos online in 2005. Flash forward to 2017 and if your marketing strategy does not have a video component tied to it, your visib ...
Every day we scour the interwebs for new tricks. New tips to implement or new hacks to exploit. But here’s the thing. When you start analyzing what works across advertising networks today, you start noticing the same trends: The same patterns that result in higher Quality Scores, generate traffic or get you more paying customers are anything but new.
Think about your last few marketing campaigns. Look over some of the emails you sent to prospective customers, or the social media updates you made promoting your brand-new product or service. Read over some of the blog posts you published. How much of this promotional content focused on what your product does? When it comes to marketing, there are two primary approaches you can take.
If you’re anything like me, it takes a lot of time, effort, and risk to find a new salon to trust with my hair. If you’re anything like my lovely colleague, Allen, you’d rather shave your own head than spend your time trying to find the perfect salon. I have such a hard time finding a good hairdresser that I often travel back to Philadelphia to get my hair cut (yes, 6.5 hours for a haircut.
Syndicated content sometimes gets a really bad rap in our industry. Well, I've got a confession to make. You should, too – and here's why. What Is Content Syndication? First, a quick definition: Content syndication is a method of republishing content on other sites in order to reach a broader audience.
There’s a reason Gucci doesn’t do infomercials for tiger print duffels. That Equinox doesn’t offer a discount for January first’s newly health-obsessed. That anthropomorphic Hamsters break dance in front of Kia Souls instead of Range Rovers. Advertising for luxury brands tends to focus on, well, luxury. The happiness they inspire. The quality.
If you’re a small business that needs help with your paid media, there are many, many companies out there that are ready to help. Some are agencies, some are software providers, and others are bundled solutions that may address a wide range of your marketing/advertising needs. In this sea of partners, there are a few questionable business practices that I want you to be on the look-out for.
Sex. It always works to get attention. Power words are so named because they leap off the page (or screen). They arrest attention. Which is exactly what you need when your ads are competing with people’s families and friends for attention on Facebook. Here are seven attention-grabbing power phrases to test in your Facebook ads (along with specific examples from Jon Morrow). 1.
Let me set the stage for you. It’s September 2016, Rob Bucci of STAT Search Analytics has just taken the stage at MozCon. As unsuspecting attendees, we didn’t quite know what we were in for. What he delivered, in my opinion, was the starting pistol for what has become the featured snippet gold rush.
Look, I get it. For the longest time, PPC marketers and SEOs alike have been segmenting brand campaigns and content (those with trademarks and company names) from more generic search terms. After all, branded keywords tend to be “unicorns” — in PPC, these are keywords which generate ridiculously high CTRs (click-through rates of 40, 50 or 60 percent) and Quality Scores (9 or 1 ...
Expanded Text Ads have been the only text ad format available to advertisers for about a week now, and Google is already rolling out innovation in the form of IF functions. “Hold your horses, Allen: what’s an ‘IF’ function?” Frankly, an ad customizer on steroids. According to Google, “IF functions allow you to insert a specific message in your text ads when a condition is m ...
Personalization, or the ability to cater messaging to individual customers, is widely expected to be one of the biggest marketing trends of 2017. That’s in part because it offers brands the potential to deliver precisely what consumers want, as well as the potential for enhanced customer loyalty. But personalization has evolved far beyond simply addressing customers by their names.
If you want a Google AdWords campaign that's both high-converting and low-cost, you need to do a lot of things right. You need to have a well-structured campaign that targets the right number of keywords to make it relevant for the searcher. You need to create magnetic ads to increase your CTRs. You need to bid the right amount to maximize your spending. Plus a lot more.
Remember toward the end of last year when we were all anxiously waiting for 2016 to finally be over? Yeah. With January now behind us, all we can do is look forward – right after we take a quick look back at the most popular posts from the WordStream blog in January. There was a lot going on this month (I’m going after the “Ironic Understatement of the Year” award pretty agg ...
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