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Showing posts from March 20, 2017
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A proven method for building a strong PPC account team

As director of services at an agency, one of my main responsibilities is creating account teams for new clients and making sure existing teams are properly resourced. At Hanapin Marketing, we staff account teams according to the philosophy of available capacity, and we believe that achieving the best possible fit is the first step towards building a solid client relationship. As the saying goes, “Get the people right, and the rest takes care of itself.”A powerful way to staff up larger accounts is what we call the “team of teams” approach. The purpose of  a “team of teams” is to ensure account managers have proper support so they can focus on strategy creation and have the resources needed to handle the implementation. Each individual within the team of teams has a specialized area of expertise — hence they are a part of that specialized “team” as well as the account team — and each person has clear responsibilities.Today, I’m going to share how we go about building a team of teams, t…

Three foolproof steps to excellent AdWords ads

Communicating in the digital age has never been easier. Yet for every single message we send — no matter how simple — we’re required to make an amazing number of decisions. Which medium should I use? Email? Text? Instant message? A phone call (gasp)?And beyond the decision of which medium to use, there are infinite tics and nuances in each and every interaction. Should I use a greeting? What punctuation or capitalization should I use? No exclamation points? Too many? “You” or “u”? Emojis? Those little choices that we all make around each seemingly simple message are aimed at helping to establish a connection with someone, and hopefully, they make the message as compelling as possible.[Read the full article on Search Engine Land.]

via Marketing Land

Advice for AMP-curious publishers

The Accelerated Mobile Pages (AMP) project has some big numbers on the scoreboard: More than 860,000 domains are publishing over 35 million AMPs per week, according to stats shared by Google at a recent AMP developer conference, where the company also announced the expansion of AMP to more than a billion additional users in China and Japan. AMP already represents 7 percent of top US publishers’ web traffic, according to Adobe.As the light, fast-loading mobile format is embraced by leading social platforms, e-commerce sites and content publishers, some digital managers are still trying to evaluate the importance and urgency of AMP with respect to their specific strategies.The AMP-curious include smaller e-commerce sites, professional sites, blogs, academic publishers, niche content sites and even news publishers in small markets. In general, they like what they hear about AMP’s benefits and are eager to improve search performance — but are also juggling a long list of competing priorit…

Report: Bad bots are swarming virtually every website and login page

You know that any report on bad bots is not going to be optimistic when it starts with a comparison to Pearl Harbor.In fact, the fourth annual “Bad Bot Report” from anti-bot service Distil Networks is downright depressing. It continues to document the onslaught of hostile bots that are swarming over websites, login pages and anything else that pokes up its head online.Pearl Harbor is mentioned because, early on the morning of December 7, 1941, a young radar operator saw a huge blip coming toward the naval base. But, because the tech was new and it was difficult to tell friendly planes from hostile ones, the warning was ignored until it was too late.By comparison, the report said, there is a similar challenge in identifying bad bots from friendly ones, even as a major attack is underway.Some bots wear white hats, such as search engine spiders, and they’re relatively easy to spot. Some wear gray hats, like those scraping findings on opinion-gathering sites or gathering competitive info …

eBay to offer 3-day shipping for 20M items in new Guaranteed Delivery policy

Ken Wolter / Shutterstock.com eBay announced today it is rolling out a new Guaranteed Delivery shipping policy this summer, offering three-day or less shipping for 20 million eligible items sold on the site.As part of the program, shoppers will be able to filter results by items available for one-day and two-day delivery times. The Guaranteed Delivery program will not result in extra costs for sellers, but eBay says its sellers must meet “a required set of shipping standards” to be included.“While the majority of items on eBay already ship within three days or less, as well as for free, Guaranteed Delivery will give shoppers even faster delivery options and the confidence that their items will arrive on time,” says eBay Senior Vice President Hal Lawton in the release announcing the new policy.According to the announcement, if an eBay purchase is not delivered by the guaranteed delivery date, the buyer can request to have shipping fees refunded — or, if the shipping was free, the buyer …

A digital marketing CEO’s prescription to cure advertising fraud

Challenges around viewability, media metrics and transparency in the advertising inventory supply chain have festered for more than a decade, and they’ve recently hit a fever pitch. We see marketers increasingly demanding accountability for their digital media spends and looking for transparent and standard metrics to support digital advertising effectiveness. They’re fed up with ad fraud and waste in the supply chain — and so am I.A wake-up call was issued by Procter & Gamble’s chief brand officer in late January at the Interactive Advertising Bureau’s Annual Leadership meeting. Marc Pritchard, marketing leader of the world’s biggest advertiser, lambasted the digital ad industry for creating poor experiences for consumers, and highlighted media and tech giants Facebook and Google for lack of transparency on the performance of campaigns on their platforms, along with uneven inventory quality.Pritchard asserted that he doesn’t “want to waste time and money on a crappy media supply …

Google Posts: GIFs and Videos published directly to SERPs

To relatively little fanfare, Google launched its “Posts” initiative during the US presidential election campaign last year.The launch was accompanied by a landing page that labeled this “an experimental new podium”. That same landing page remains live, unchanged, and with the same call to action at its conclusion to “Join the Waitlist”.Google Posts seemed to be a stripped-back version of Google+, devised with the intention of at least maintaining some of the functionality of a social network after sunsetting Google+.The main premise of Posts had ostensibly been to work as a one-way social platform, where brands or individuals could publish (and be indexed instantly), but without the requisite mechanisms to allow the audience to engage in conversation with the poster or ‘like’ the update.Since that tentative launch, Posts has perennially appeared in and disappeared from the SERPs in various guises, each time with very little fanfare. It initially appeared to be being trialed by a sele…

Is your marketing career progressing as it should be?

As with any industry, digital marketing specialists follow a career path designed to foster growth and take on more responsibility. What’s unique about digital marketing compared to other industries is that the field has only been around for roughly 20 years. Thus, the specific path for progression isn’t as defined. In this post, I’ll share my thoughts around the digital marketing career path, including what specific roles should entail and the time frame for advancement.Please note that the career progression I lay out is not absolute. Careers evolve at different paces depending on a variety of factors. This path is simply what I find tends to produce the best, most consistent employees.Entering the industry: 0–3 monthsFor those beginning a career in digital marketing, the first three months are meant for training and getting a lay of the land. Generally, good training programs will be at least eight weeks and include a variety of readings, exercises and the ability to analyze and ev…

Google is making a big change to exact match keyword targeting in AdWords

On Friday afternoon, Google announced another change to the way exact match keyword targeting works for search ads. Matching for close variants — plurals, typos, abbreviations, adverbs and so on —  will be broadened to include variations in word order and function words in the coming months. With this change, Google may ignore word order and function words when determining whether a search ad should trigger for an exact match keyword.Google introduced close variants in 2012 as a way to capture plurals, misspellings, typos and other versions of exact match and phrase match keywords to broaden reach and coverage and save time building out search keyword lists. Advertisers that wanted tighter control were able to opt out of close variant matching until 2014, when Google removed the ability to opt out of close variants for exact match and phrase match. Bing followed suit the following year.The change reflects Google’s increasing confidence in its machine learning capabilities — in this ca…

What is customer marketing?

B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service.This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that successful, happy customers are also great advocates for your brand.“Your best salespeople aren’t on your payroll,” said Jill Rowley, speaker, startup advisor and social selling evangelist, on the Rethink Podcast. “They’re your customers who are willing to advocate for your brand, your company, your solution, your people.”It’s where the worlds of customer marketing and customer success collide. At Act-On, we see this falling in the Expand (retention) phase of marketing, joining Brand (awareness) and Demand (acquisition). All three phases are important, and they feed into the success of the others.As a view into how some people think of marketing, Act-On is re…