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Showing posts from February 15, 2017
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How to use psychological principles to improve ad copy

Studying psychology as it relates to marketing is no new concept. Using emotions to drive decision-making is a theory that marketers have been taking advantage of since the dawn of advertising. In the realm of search marketing, this is no different.However, instead of a 30-second television or radio spot, advertisers have a maximum of 170 characters to get the point across. Google’s expanded text ad makes this a bit easier, but not by much.Typically, the main focus of search marketing has been to increase visibility, but, as certain markets become more competitive, advertisers need to maximize clicks, too. The question is how. Using the following two tactics will not only maximize the efficiency of your impressions but may also use the power of persuasion to inspire a purchase.[Read the full article on Search Engine Land.]

via Marketing Land

Seasonal and holiday link building

Seasonal traffic trends have a tremendous impact on websites, and businesses need to take full advantage of the traffic spikes surrounding specific seasons and holidays — particularly those that are relevant to their products and services.For example, with Google Trends, we can see interest in the term “Valentine’s Day gifts” spikes, unsurprisingly, around Valentine’s Day:Interest begins building in early January and then drastically falls off after Valentine’s Day, around February 16. Websites that sell Valentine’s Day gifts would surely want to be aware of and prepared for these periods of boosted interest.Of course, taking advantage of these surges in interest requires ongoing work throughout the year. You need to launch your link campaign long before a holiday to reap the rewards when interest peaks.At Page One Power, we often have prospects contact us asking to start a link campaign one month before a major holiday, in hopes of securing more traffic and conversions. We have to ex…

How to spice up your TrueView audience strategy on YouTube

A 2016 study by comScore showed that adults are 30 percent more likely to choose online video over TV when given a choice of where to watch video content. Many of us have been running TrueView campaigns on YouTube from within AdWords for a while, but how many of the newer or updated features are you taking advantage of?First, let’s take a step back in time and remember what TrueView was like back in the day:There was a separate interface for TrueView campaigns.Reporting options were pretty limited and very clunky to use.Optimization was limited, with very few bid modifiers or testing options available.As well as limited optimization, there weren’t many decent targeting options.Luckily, things have improved a lot since then, and we can now have much simpler, more goal-oriented campaigns sitting alongside our existing AdWords activity (Search, Shopping, Display and App Promotion campaigns). Thanks to this integration, we benefit from much easier and more extensive campaign reporting and…

Forrester report: VR is not yet ready for marketers

A test drive in a VR car showroom If you’re a marketer rubbing your hands together in anticipation of the virtual campaigns you’ll run in virtual reality, you may want to take a breath.The title of a recent Forrester Research report will likely slow you down: “Virtual Reality Isn’t Ready for Marketing Yet.” (Fee required for non-clients.)The study finds that “critical-mass consumer adoption of high-end VR headsets is five years away,” although 360-degree video “will flourish on low-to-mid-end VR devices in the meantime.”Generally, VR is considered to be immersive and generated environments that change as you move through them. Although 360-degree video can be seen on a headset as an immersive environment, it is a kind of “light VR” because it is a recorded spherical video that is always the same space and events.[Read the full article on MarTech Today.]

via Marketing Land

The psychology of search intent: Converting moments that matter

Nineteen years ago, the company that is now called Alphabet Inc. launched Google Web Search, which would quickly become the most widely used internet search engine in the world.That search engine, which at first relied primarily on text data and backlinks to determine search priority ranking, has become increasingly sophisticated where its myriad features are concerned. Users can now search images, social, video content, equations, geographic locations and much more, and each of these things impact a brand’s search ranking over all, for better or worse.But perhaps even more impressive, and particularly relevant to marketers, is the continuous improvement of Google’s understanding of user intent.Beyond matching keywords alone, Google has parsed its massive stores of data to better understand the phrases, search history and other elements of query to better understand user priorities and states of mind when using the web search platform. As a result, they have optimized their search ran…

PullString now allows marketers to choose their intent engine

In a sign of the evolution of conversational bot platforms, PullString is now allowing marketers to choose from several third-party intent engines instead of the company’s own.An intent engine takes “unstructured input and then [maps] it to known intent” from data supplied by the marketer, co-founder and CTO Martin Reddy told me.He added that, to his knowledge, no other bot platform allows a user to select the intent engine from several choices. Some use a third-party engine, he said, but those are integrated and there is no other option.[Read the full article on MarTech Today.]

via Marketing Land

Improving the social shopping experience: Facebook Shoppable Feed ads

Facebook has been developing its ad offerings for years, and while paid social will always sit firmly at the top of the funnel, the social media giant is particularly focused on ad formats that will encourage users to slide straight down to the bottom and make a purchase.Back in 2015, Facebook released Dynamic Product Ads, which enabled advertisers to serve users ads that were dynamically populated with products they’d previously viewed on site. And now they’re testing out a new ad format in beta: Facebook Shoppable Feed ads.This ad format allows advertisers to use lifestyle or multi-product imagery, alongside a showcase of product-specific units featured in the ad. At first glance, this seems very much a product-focused direct response tool, but is there more to it?How do they look?They consist of two elements: a main image or video with related product images and a second page containing more products. An important feature is that one click on the ad will not take the user to the ad…

What we can learn from the latest trends in voice search

Voice search is currently experiencing exponential growth, and some interesting trends are emerging with regard to how people are using it.Voice search is already a fast-growing movement in the search industry, and the latest figures indicate that it’s starting to win ground in daily use.Digital marketing agency Stonetemple has recently published a study on how Americans use voice commands, which may serve as a useful insight into the future of voice search.Willingness to use voice searchPeople seem to be more comfortable using voice search when they are at home, or alone in the office. There still seems to be a social stigma surrounding the use of voice search in a public place among others, whether it’s at the restaurant with friends, or at the office with co-workers.This brings out an interesting observation that people are still not comfortable while using voice search the way they would use any other type of search.Popularity of search methodsSearching through a mobile browser is…

Marketing Day: Facebook turns up the noise, 2017 Hashtag Bowl winners & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:New for 2017 — Enterprise SEO Platforms: A Marketer’s Guide
Feb 14, 2017 by Digital Marketing Depot
“Enterprise SEO Platforms: A Marketer’s Guide,” from our sister site, MarTech Today, examines the market for enterprise SEO software platforms and the considerations involved in implementing this software in your business. If you are considering licensing an SEO software tool, this report will help you decide whether you need to.Facebook turns sound on by default in videos, debuts TV apps
Feb 14, 2017 by Tim Peterson
By playing videos with the sound on and on people’s TVs, Facebook is upping its push to become a destination for video viewers and video ad dollars.7 tips for small manufacturers thinking about using AdWords
Feb 14, 2017 by Dianna Huff
New to AdWords? Feeling intimidated? In this helpful how-to, columnist Dianna Huff explains how to…

New for 2017 — Enterprise SEO Platforms: A Marketer’s Guide

The “Enterprise SEO Platforms: A Marketer’s Guide,” from our sister site, MarTech Today, examines the market for enterprise SEO software platforms and the considerations involved in implementing this software into your business.If you are considering licensing an SEO software tool, this report will help you decide whether you need to. The report has been updated for 2017 to include the latest trends, opportunities and challenges facing the market for SEO software tools as seen by industry leaders, vendors and their customers.Also included in the report are profiles of 13 leading SEO tools vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing.Visit Digital Marketing Depot to download this MarTech Today report.

via Marketing Land

Facebook turns sound on by default in videos, debuts TV apps

Facebook videos are getting bigger and louder.In the biggest change since December 2013 when Facebook began playing videos automatically in people’s news feeds, Facebook will now play those videos automatically with the sound on by default, the company announced on Tuesday.Facebook announced more news surrounding videos playing on small screens, like larger vertical videos and videos playing a smaller pop-out player like on YouTube. But that’s old news to you since you read about those things last year and the year before, respectively.The switch to sound on will make it more difficult to covertly check Facebook, but there are ways to avoid the noise. “If your phone is set to silent, videos will not play with sound,” Facebook said in a blog post. You can also disable videos playing with the sound on through Facebook’s settings, though I haven’t been able to find that setting yet on Facebook’s site or in its iOS app.If you’re cool with an audible news feed, then you’ll start hearing yo…

7 tips for small manufacturers thinking about using AdWords

In my 17 years as a B2B SEO and marketing consultant, I hadn’t really considered giving PPC a go until Google changed the layout for its search results to remove right-side ads on desktop and to increase the number of ads appearing above the organic results to as many as four.Suddenly, SEO became a whole different ball game, especially since I work with small manufacturers, many of whom are SEO-challenged to begin with. Seeing the lower CTRs and my clients’ listings being pushed farther and farther down on the page, I realized it was time for me to learn AdWords so that I could offer it as a new service.Thankfully, one of my manufacturing clients wanted to begin a small AdWords campaign, so we agreed I’d set it up and manage it — with the understanding that I was in “beta.”Although I brought considerable skills to the table, including direct response copywriting, years of analytics and a deep knowledge of SEO and online marketing, I still found myself making mistakes and having to spe…