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Showing posts from February 20, 2017
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How to write PPC text ads in 2017’s sophisticated environment

I’ve been in the paid search industry for a nearly a decade. A lot has changed since I first learned how to write a simple ad with a 25-character headline and two 35-character description lines.Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components. Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before.Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection.”An example of an ad using the IF function This means you can now write mobile-preferred ads without ad customizers or creating a mobile-only campaign. Instead of writin…

Report: E-commerce accounted for 11.7% of total retail sales in 2016, up 15.6% over 2015

According to a recent report from the U.S. Department of Commerce, e-commerce sales brought in $394.9 billion in 2016.The Commerce Department reports online sales grew 15.1 percent in 2016 and accounted for 8.1 percent of total retail sales for the year. Internet Retailer, which covered the Commerce Department’s report last week, noted that the Commerce Department’s retail sales data included items not normally bought online, such as fuel and automobile.Excluding fuel and car sales, Internet Retailer’s calculations showed e-commerce growth slightly higher at 15.6 percent, with online retail sales representing 11.7 percent of total retail sales versus the 8.1 percent reported by the Commerce Department.“U.S. online retail sales grew faster in 2016 than they have in the past three years,” reports Internet Retailer.U.S. E-commerce Sales & Web’s Share of Total Retail(Source: Internet Retailer) Internet Retailer says total retail sales – factoring out fuel, automobiles, restaurant sales…

Facebook Jobs makes having a Page that much more valuable for SMBs

Last week Facebook formally entered the recruiting market. The company announced Jobs on Facebook, a new tool for small businesses (and large) to post jobs and find employees.The company’s blog post focuses on the small business market but larger companies will certainly test and use the new functionality. For the time being, it’s available in the US and Canada.Jobs appear on company Pages but also on a jobs page that includes a range of filters for would-be employees. Users can filter by industry and full or part-time, among other criteria. Facebook users submit their information through an “apply now” button that’s “pre-populated with information from their public profile on Facebook.”Job posting is free, but employers can also pay to boost visibility of their openings:Beginning today, businesses in the US and Canada will be able to post job openings, and their future employees will be able to easily find those posts on their Page or in the new jobs bookmark. This new experience wil…

Turn your email challenges into opportunities to get more personal

Thanks to the power of the internet, digital marketers today have access to unprecedented amounts of consumer data. Unfortunately, many businesses are still not making the most of it. Departments are siloed, campaigns are inefficient, and the disparity between large companies with big marketing budgets and small companies with limited budgets seems to be growing ever wider.If you are an optimist like me, whenever a problem arises, you view it as an opportunity. However, much of the data found in Magnetic and Retail TouchPoints’ recent research report, “Inbox Love” (registration required), shows that marketers are approaching problems as challenges and failing to see the potential for growth.For us to achieve our goals, we must look at our problems and reframe them as opportunities to improve.Coordinate data silosI’m not the first to point out that data represents the biggest opportunity for marketers. The closer you get to combining data silos, the closer you will be to coordinated st…

Snap starts selling Spectacles, accessories online ahead of IPO

If Snap’s Spectacles were more than a marketing ploy to exhibit how hyped people are on Snapchat, then Snapchat’s parent company needs to make them more widely available. And now it is.Snap has begun selling Spectacles online at Spectacles.com. The glasses cost the same $130 as they did for people lining up at the pop-up Snapbots Snap had placed randomly around the country or the brick-and-mortar store Snap erected in New York City for the holidays. But now instead of people paying extra with their time to stand in line, they can pay extra for shipping and handling.As a bonus for people who have already bought Spectacles and need an extra charging case or lost their charging cable, Snap is also selling these two Spectacles accessories online.Snap’s Spectacles have been a successful, if fading, marketing spectacle, but they have not become a successful revenue stream. The company’s first hardware product didn’t bring in “significant revenue,” Snap revealed earlier this month in its reg…

A 9-step guide to increase your landing page conversion rate

Landing pages are a crucial element of inbound marketing strategies. Companies that have increased the number of landing pages from 10 to 15 see 55 percent growth in the total number of leads, so with this in mind, you need to reconsider your marketing strategy.What we’ve noticed over our more than 30 years of experience in the industry is that one of the biggest challenges marketers face is landing page optimization.On average, a typical landing page converts anywhere between 1 percent and 3 percent. But the plethora of companies that are optimizing have landing pages that convert in the double digits.The simple truth is that you don’t get it right the first time. Only after launching, testing, learning and optimizing can you improve your landing page conversion rate. But sadly, it falls under one of the five biggest problems B2B marketers face. To overcome such hurdles, we have put together a nine-step guide to help you optimize landing pages for improved conversions.1. Understand y…

MarTech Landscape: What are VAST and VPAID?

“I need more acronyms in my life,” said no digital marketer ever.And, in the sea of initials in which marketers swim, two acronyms often float by: VAST and VPAID. In this article, part of our MarTech Landscape Series, we look at these two specifications for video ads.The Video Ad Serving Template spec (VAST) was introduced by the Interactive Advertising Bureau (IAB) in 2008.It employs XML script to describe how ads will be served to digital video players in web sites and apps, so the player knows what to do. By letting video players and video ad servers speak common phrases, it allows the servers to provide a single ad type for many kinds of players.[Read the full article on MarTech Today.]

via Marketing Land

The 4 truths of programmatic marketing

How has your communication planning changed over the last 10 years? How do you connect the tech and digital experience with your brand?Arguably, finding the perfect blend of messaging, channel and context to optimize your activity has never been easier. Today, technology makes it easier to store, synthesize, then distill data into useful, sharable actions — well, that’s the theory anyway.Getting it right may be tough, but the tools certainly exist to make it easier.Ten years ago, these tools didn’t exist, but the world of communications was turned upside down when an agency called Naked set up shop in New York. This brilliant bunch of misfits garnered headlines and controversy in equal measures, but at the heart of their offer was a serious, channel-agnostic, data-driven, methodical approach to planning. The approach struck terror in the traditional agency networks whose businesses depended on selling clients big TV budget campaigns.My first experience with Naked began as a client bac…

How marketers can dive into growth marketing

Growth marketing enables marketers to explore how sales and customer success can still be part of their marketing strategy. Here’s how a business can benefit from the latest tactics in growth marketing.Growth marketing refers to an effective combination of marketing, sales and customer success and is an integrated approach to modern content marketing. It has the potential to increase the effectiveness of a marketing strategy with the use of the most relevant tactics for each case.Hubspot recently hosted a webinar on how content marketers can use growth marketing, with Sujan Patel, co-founder of Mailshake & Web Profits, sharing his insights on the latest trends in content marketing.Creating a growth marketing mindsetGrowth marketing can help marketers solve the problems that arise from the emergence of new platforms. It is challenging to pick the right channels for your marketing strategy, especially when cross-channel marketing requires the right strategy to maintain a consistent …

The Ultimate Guide To Joining or Hosting A Twitter Chat

With more than 300 million monthly active users, Twitter is one of the most dynamic and diverse social media platforms out there. That said, there are plenty of ways to use Twitter as your biggest marketing weapon.That said, there are plenty of ways to use Twitter as your biggest marketing weapon.If you have never participated in or hosted a Twitter chat, then you are certainly missing out on a lot. With Twitter chats, not only can you expand your audience, but you can also boost your brand’s image.In a Twitter chat, different individuals talk about a common subject by mentioning the designated hashtag in their tweets. It is usually moderated by someone who also “hosts” the chat. Ideally, a relevant subject is chosen to discuss, and users (including invited experts) share their thoughts on the respective topic.Right now, plenty of tweet chats are taking place on Twitter. So how can you be a part of this?So how can you be a part of this?Start by learning how to participate in a Twitter…