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Showing posts from January 25, 2016
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Create A Killer PPC Strategy With This 3-Step Process

Throughout my digital marketing career, I’ve had the good fortune to audit numerous paid search accounts. Many of these accounts are missing one critical component: a coherent strategy.Without a solid strategy, how can we ever employ the correct set of tactics to effect positive outcomes for our PPC accounts?Today, I’m going share a process for creating winning strategy that will lead to strong, sustainable results for your paid search program.What Is Strategy, And How Is It Created?In order to create strategy, it’s important to understand what it is. According to the dictionary, strategy is defined as “a plan of action or policy designed to achieve a major or overall aim.”One thing is certain: strategy is not tactics.In conversations with account managers and clients, I’ve heard things such as, “My strategy is to begin ad testing,” or “My strategy is to restructure the account.” Strategy is bigger than that. It’s the path you’re going to take in order to reach goals.Below is a three-…

SMX West Early Bird Rates Expire Saturday. Register Today!

Search Engine Land’s SMX West early bird rates expire this Saturday, January 30. Register today and save $200.Join us for three days of:Quality, unbiased content: SMX is programmed by the Search Engine Land editorial team. So rest assured, you’ll be getting the most out of your investment. We guarantee it. Innovative tactics: Ramp up your performance with proven search marketing tactic. Choose from 50+ sessions in SEO, PPC, local search, mobile, analytics and more! See the agenda. Industry-leading experts: Learn proven, actionable tactics from the most knowledgeable speakers in the industry. Dedicated facetime: Share your success and challenges with like-minded professionals at networking lunches, expo hall reception and the Search Engine Land editorial team during “SMX Office Hours”! Check out all the networking events. Best of all, Google Dance is back! Google is hosting a party for SMX West attendees at its Googleplex headquarters. Be one of the first 500 3-day All Access Pass holders …

UnsubCentral Now Offers Choices Beyond Opt-Out For Email Recipients

When you get an email that you don’t want, you can usually click an unsubscribe link.But many brands would prefer you “opted down” to other choices besides unsubscribing.Today, UnsubCentral, a division of email service provider PostUp, is offering that kind of user choice for brands that utilize multiple email service providers.Its new Preference Center, part of the UnsubCentral platform that was relaunched in July, allows email recipients to select choices besides just unsubscribing, like receiving only special offers or getting less frequent emails.The Austin, Texas-based company cited a report from marketing research firm Smart Insights that 27 percent of email recipients opt-out from receiving more brand communications. Obviously, keeping at least some of those from leaving a list entirely could benefit a campaign’s return-on-investment.UnsubCentral specializes in email compliance and global opt-out list management for companies that use several email service providers (ESPs). If …

Cortana Now Provides Email-Based To-Do Reminders & Deeper Calendar Insights

Microsoft’s personal assistant Cortana has introduced two new very useful features for Windows 10. Both are related to task completion and schedule management.The first feature is to-do remainders gleaned from email. This is similar to how Cortana (and Google Now) mine your email to provide travel reminders. Cortana will now offer that same kind of functionality more broadly to a wide range of “to-dos” in your email exchanges.You’ll be reminded of your intention to do something expressed in email (e.g., make a dinner reservation, call someone, follow-up) and you’ll be able to create a formal reminder if desired.The second feature is calendar insights that help users become smarter or more efficient about scheduling. As the video below explains Cortana will offer recommendations or insights based on patterns and conflicts (e.g., commute hours) to help users avoid tight scheduling, undesirable scheduling or conflicts.The metaphor and model for Cortana is that of real-life assistant. Thi…

Local SEO For WordPress Websites

If you run a small or local business, there is a good chance that your site is built in WordPress.In fact, statistics from BuiltWith.com would indicate that WordPress powers about 50 percent of the entire internet. The exact numbers vary, with other statistics showing WordPress powering 22 percent of new active sites or 58.9 percent of sites where CMS is known.Whatever way you look at it, that’s a lot of WordPress websites.WordPress is not just used for the likes of food blogs and local businesses, though — brands and huge websites use the platform.Further stats from BuiltWith.com indicate that 40 percent of the top 100,000 websites use WordPress, and this number jumps to 50 percent when we look at the top million sites. Businesses like TechCrunch, The New Yorker, BBC America, and even the official Star Wars Blog use WordPress.Why WordPress?There is good reason for this. WordPress is a truly flexible platform. Myriad plugins allow for easy extension of functionality, and a world of th…

3 Methods For Defining Your Content Needs

At this point, we all know we need content for our websites to be successful. However, exactly what that content is can often be unclear. As we’ve heard many times, creating content for the sake of creating content is just a bad strategy and a waste of time.So how do we figure out what content we actually need? The answer isn’t simple, but in order to create content your audience wants (and can find in search results), there are a few places we must look.1. Analyze Search ResultsYou may have a great idea for content, but do you know if it’s been done before? Do you know if people are actually looking for that type of content? Do you know how they’d be looking for that content?This may seem obvious, but one way to get a better picture of your content needs is to take a look at the search results themselves.By searching potential titles, keyword phrases and content topics, you can begin to understand what’s out there, what’s being asked and most importantly, search intent for your targe…

Google Agrees To Pay $185 Million In “Back Taxes” In UK Settlement

Last week the Wall Street Journal reported that Google was negotiating with France and other European governments to settle long running disputes about tax liability. This morning Bloomberg is reporting that Google has agreed to pay the equivalent of $185 million in UK taxes, covering a five year period from 2006 to 2011.Google has also agreed to pay future taxes in the UK more commensurate with UK revenue. “We will now pay tax based on revenue from U.K.-based advertisers, which reflects the size and scope of our U.K. business,” Google said in a statement.The company had been paying most of its taxes through its Irish subsidiary, where corporate tax rates are lower. This practice produced an outcry in the UK and other European countries. In recent years Government officials sharply criticized Google, Apple, Amazon and other US tech companies for “tax avoidance” strategies.Bloomberg reported that during the disputed time frame Google paid only $16 million in UK taxes on roughly $18 bil…

A Fresh Start: 2016’s Marketing Outlook

As an optimist, I always start the year thinking about how to improve. I saw 2015 as a great year for innovations in marketing technology, and the quiet holiday period provided me with time to reflect on opportunities that we can capitalize on in 2016.Each year, we discover new marketing strategies and come closer to solving some of the industry’s toughest challenges, such as bot traffic or attribution.However, in the wake of more access to data, new technologies and demand for personalization, even an optimist like me recognizes that we face as many obstacles as opportunities.So what’s in store for 2016?Customer-Centric MarketingCatering to the individual will continue to be the prominent objective in 2016. With enough data to understand what people want, what they’re looking for and what they’ve purchased, we now have the ability to put the individual at the center of most marketing strategies.There’s enough useful data available to optimize marketing according to people’s preferenc…

How to use Facebook’s new Audience Optimization Targeting

This article was originally published on our sister site ClickZ, but it’s so helpful we thought we’d share it here too.Another week, another Facebook feature. Over the past few years, declining organic reach has become a major issue for publishers using Facebook.While this is partly a rod we’ve made for our own backs due to our ravenous search for ever-increasing ‘Likes’, it’s good to see the platform launching tools that are specifically designed to combat this.I thought I’d check out the new Audience Optimization Tool and see how – and if – it can help get my superbly crafted* social media messages to a wider audience*If you use the word ‘crafted’ to describe your marketing messages, you should probably go home and have a long hard think about your life. Your business will be better off without you.First things first, let’s check out Facebook’s official ‘How To’ guide:This all seems easy enough, although in practice the instructions are rather poorly written. If I currently head to …

Inbound Marketing Fundamentals, Part 1: Getting Your Clients & Customers “Hunting” For You

I’ve found most effective marketing systems come down to one word, one idea. In many ways, the marketing “race” isn’t won by the swiftest runner, but rather, the most consistent, the most deliberate. And this one word that drives marketing success is clarity.Clarity about who your business serves. Clarity about what those people really want. And clarity on how to get in front of and reach those people appropriately.Let’s break this idea down a bit. By the end of today’s article, I want you to have the building blocks to be able to build your own effective “Inbound Marketing System.”This will be part 1 of a two-part series on the topic, and in this article, we’ll dive into some of the underlying ideas that make inbound marketing work and learn how you can put them to use in your business.The Problem With Advertising TodayWhen most people think of advertising or marketing today, they think of commercials, Facebook ads, Google and other types of what we call “push” marketing. There is ab…

MarTech Today: Facebook’s Organic Audience Optimization, Videoo’s Dynamic Playlist & Local SEO For WordPress Sites

Here’s our recap of what happened in marketing tech, as reported on Marketing Land and other places across the web.From Marketing Land:Facebook Makes News Feed More Relevant Again With Organic Audience Optimization
Jan 21, 2016 by Tamar Weinberg
Facebook is helping publishers improve their organic reach and relevancy by offering a tool for targeting posts to interests, demographics and geography.Auto Ad Tech Platform PureCars Can Now Retarget You On Facebook With The Exact Car You’re Interested In
Jan 22, 2016 by Barry Levine
The Charleston, South Carolina-based company says this is the first VIN-level social retargeting for the auto industry.Miami-Based Startup Videoo Wants Its Video Player To “Unlock The Playlist” For Brands
Jan 22, 2016 by Barry Levine
The embedded player scoops up videos on several social networks that have been pegged with a specified hashtag.Local SEO For WordPress Websites
Jan 22, 2016 by Marcus Miller
Thinking about using WordPress for your local business webs…

Parental Control on Android: System Features to Use

Be it a simple smartphone or a tablet, if the device randomly reaches your kid’s hands, you might want to consider filtering the content that can be accessed at an early age. As you may already know, the Internet is filled with content not suitable for kids and even some of the games/apps found on Google Play can be way to violent or sexual for kids. Now, the fact that an Android device is deemed smart from the get go, that means you can actually tweak its settings or even install some applications that can enforce parental control.On newer versions of Android, there are some system features that can help parents filter content seen by their kids. Even though these options are not quite so sensitive and delicate, they are able to offer a minimum level of protection against most risks out there: applications and internet browsing. As you are about to see, some of these settings can only be done for tablets, while others work for smartphones as well.Parental Control Settings on AndroidF…

Google Glass Shutters Social Accounts

Google Glass is beginning to feel like eons ago. The Google Glass social accounts — Twitter, Instagram, and Google+ — have been confirmed to have shut down, 9to5Google reports. Twitter’s Google Glass page returns a 404, as does Instagram’s, and on Google+, the team has bid adieu to its fans and followers.Hi Explorers, we’ve had a blast hanging out with you on G+ throughout the Explorer Program. From now on, if you have any questions about your Glass, you can get in touch with us here: http://ift.tt/1mAn7jlThis announcement, while disappointing for current Google Glass owners, is speculated to help in the transition for Glass away from the consumer focus and into the enterprise. Put simply, Google Glass is not dead, it’s just evolving.We’ve reached out to Google for comment and will update this post when we hear more.

via Marketing Land

Twitter Exodus Culminates Weekend As Key Executives Leave

Copyright Aaron Durand (@everydaydude) for Twitter, Inc. On Sunday, news rippled through the Internet (and mostly Twitter) that at least four key executives were departing from their posts, with rumors circulating that heads of engineering, product, media, and Vine have exited the company.Hours later and after much speculation, Jack Dorsey posted that these individuals left the company on their own volition:Was really hoping to talk to Twitter employees about this later this week, but want to set the record straight now: http://pic.twitter.com/PcpRyTzOlW— Jack (@jack) January 25, 2016Those confirmed leaving the company are Katie Stanton, who headed up Twitter’s media department, Alex Roetter, who headed up the engineering division, Jason Toff, who led the Vine product, and Kevin Weil, who headed up product. (Skip Schipper, VP of Human Resources, mentioned in Dorsey’s post, may be a fifth employee.)All four executives have left for different reasons, but most chose to focus on family. T…

The hidden social media dangers for all businesses

Everyone is telling you to use social media – but who’s telling you to be careful?Despite what some may suggest, social media is not all that new. As far as I’m concerned, it’s old – very old. News groups, email boards, forums, shout-out and guest boxes, rating, review and comment systems etc. You can see where today’s social media originates from.And yet, despite it maturing slowly over time, and having plenty of users and uses, I’m still not seeing many people waving a warning flag, violently pointing to the danger signs or trying to help people see the potentially massive holes that social media has for you, your staff, your company and your reputation.*puts on best old-sea-dog voice*
There be dangers in social media!Sources of risk:Though we can slice and dice this numerous ways, I think sticking to broad and clear labels saves a lot of confusion. I’m sure you can work out the finer details and individual items based on the following…Yourself and employees
Often one of the greates…

Reliance Jio Lyf Handsets to Launch in Feb; Expected to Pack in 50GB of Free 4G Data and 5000 mins of Talktime

Reliance Jio is certainly a company that has managed to keep media guessing as to when its commercial launch would take place. The first credible source to speculate Reliance Jio’s launch was way back in May 2013. Ever since, there have been similar reports every three months, but nearly three years on, the services are yet to start on a commercial basis, except for the soft launch that took place in Mumbai exclusively for employees in December 2015.Needless to say with so many delays in its launch and so many media reports missing the mark, any news regarding Reliance Jio should not be taken with just a pinch of salt but a barrel. With that out of the way, RTN Asia has some interesting news upon Reliance Jio. The website reports that Reliance Jio is slated to launch its LYF branded handsets in the next two weeks. This is possibly a move to have a phased roll-out of the 4G LTE service, so don’t expect Reliance to distribute the Jio SIMs without these handsets at least initially.Accord…

Lenovo K5 Note Launched in China, Features Full Metal Body, Helio P10 and a Fingerprint Sensor

While Lenovo recently launched the Vibe K4 Note for the Indian market, it seems the Chinese market has already been treated to its successor, the Lenovo K5 Note. The latest phablet from Lenovo differs from its predecessor in many ways and the full Metal body is just one of them. The design lines also seem to have changed for good, and overall the K5 Note looks very different from the K4 Note.The K5 Note equips a 5.5-inch FHD display and draws its power from the Helio P10 octa core processor clocked at 1.8GHz which is a significant improvement over the good old MT6753 SoC. Having said that, we are still not sure about idea behind going with 2GB of RAM as it would mark a downgrade from the 3GB RAM in Lenovo Vibe K4 Note. On the storage front, the device offers 16GB of on board memory along with a microSD card slot.Lenovo K5 Note boasts of a 13-Megapixel primary camera with Phase Detection Auto Focus (PDAF) and a dual tone LED flash on the front lies an 8-Megapixel snapper. The phone is …

After Apple, Gionee Plans to Setup Exclusive Stores in India, Seeks Permission for the Same

Gionee is one of the very few Chinese phone makers that decided to strengthen its offline presence in India at a time when most of the other entrants in the market were trying to appease the online market. Now it seems that Gionee is planning to apply for a single-brand license in the country after the rules for applying was recently simplified.Now the company doesn’t need to satisfy the 30% local sourcing condition, a rule that applied to companies investing more than 51% equity for the single-brand retail segment. Further, the relaxation of the rules also meant that the single-brand licence holders could sell products on their own online platforms.As of now, Gionee has been selling the phones via multibrand showrooms and the usual brick and mortar shops which form an important part in the Gionee’s retail chain. It is also worth noting that Apple has also applied for a similar licence with the Department of Industrial Promotion and Policy (DIPP) recently. Gionee is also mulling to in…

Xiaomi Mi 5 Confirmed to Launch on February 24

There has been endless speculations, rumors, leaks and teasers related to the launch of Xiaomi Mi 5, and thankfully they will all end on February 24th, which the company has confirmed to be the official launch date. It’s not clear where exactly the launch happens, as Beijing has been the preferred choice for most high profile launch from Xiaomi, but the date coincides with MWC 2016, scheduled to be held in Barcelona from 22-25 February.Xiaomi has had a tough time to continue their dominance in China and new markets like India, Indonesia and Brazil. The predecessor, Mi 4 was launched way back in July 2014, and it was long rumored that the company skipped launching the Mi 5 in 2015 so that they avoid the Snapdragon 810, which came with its heating issues. Now that Snapdragon 820 is ready and apparently fixed those heating issues, Xiaomi is all set to launch Mi 5 with Snapdragon 820.With those numerous leaks, we now expect Mi 5 to sport a 5.2-inch QHD screen with Gorilla Glass 4, 4GB of …