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Showing posts from July 27, 2017

How to test (and perfect) nearly everything in PPC

PPC (pay per click) is a key component of many online marketing campaigns. And while it can drive significant revenue, it’s also one of the most expensive ongoing costs in a campaign. Therefore, it’s key that you test your ads regularly, to make sure you aren’t letting any conversions slip through the cracks.Testing and optimizing is an important part of our job as digital marketers. And I’m not just talking about perfecting your ad copy.At SMX London earlier this year, I gave a talk on how we design and implement tests at Crealytics for both Text and Shopping ads.Carrying on from that, this post will cover three methods you can use for successful testing, two types of testing to help you take performance to the next level, and five common pitfalls that testers often run into. I’ll also illustrate these points with examples from our own internal testing efforts.Deciding which method to useDesigning a good experiment is actually the most important step in getting actionable results. Wh…

3 reasons SEO belongs at the beginning of a project, not the end

Too many marketers still bring SEO in at the end of a content marketing project. They finish a blog post or finalize a new marketing campaign, and at the end of the line, SEO comes in to find related keywords and plug them into content.Unfortunately, this approach is outdated and completely ineffective.Robust, modern SEO research can decipher who your real audience is online, where visitors are in the buyer’s journey, what information they’re looking for, and what content format they prefer. These insights lead to more effective content strategies.But if SEO is only given a voice at the end of the line, it’s too late to utilize the insights it provides. To fully enjoy the benefits — and optimize every piece of content — SEO must be a foundational part of every project from the beginning.[Read the full article on Search Engine Land.]

via Marketing Land

MarTech Recruiter Erica Seidel & Healthgrades SVP Jay Wilson discuss recruiting the right martech role

As the martech landscape continues to evolve at a breakneck speed, finding the right marketing technology talent could arguably be the biggest martech challenge companies face right now.Earlier this year, Jay Wilson, SVP of marketing platforms & services for Healthgrades, and his CMO, Andrea Pearson, decided the organization needed a marketing technology leader who could add a new level of “fervor” to their mission of aggressively going after consumer-engagements.“I play that more traditional martech role, but I also pivot between our CTO and CMO,” says Wilson.Wilson says he’s more tech-forward and that Healthgrades wanted to find a more strategy-forward candidate — someone “squarely in the blur” between technology and strategy.Wilson worked with Erica Seidel, the founder of the marketing recruitment firm The Connective Good, to recruit and hire Healthgrades’ new Director of Marketing Technology.In their upcoming “Inside the Search for the Martech Unicorn” presentation at this yea…

Five things retailers must do this summer to prepare for holiday shopping

For consumers, the holiday shopping season is a long way away; however, retailers know they need to be gearing up over the summertime to be ready for Black Friday and beyond.The importance of the holiday season isn’t lost on retailers, with nearly three quarters admitting that this time of year accounts for ~20% of their annual sales. Meanwhile, retailers experience a lower volume of online sales during the summer. This down time should be viewed as a huge opportunity to properly prepare for the festive season.However, when is the ideal time to begin preparing?In truth, retailers need more time than ever before to effectively plan for peak shopping season. It’s essential they take the time to learn and implement new technologies to help speed up the sales process. With holiday sales reaching a whopping $658.3 billion dollars last year, they can ill afford to be unprepared for the year’s biggest shopping surge.What follows are five key questions retailers must ask themselves now to pre…

5 ways companies can improve their mobile user experience

This past weekend, I bought a Nest thermostat — you know, one of those smart thermostats that looks like a round iPhone and supposedly saves thousands of dollars in energy bills?I mention this purchase for two reasons: First, Nest’s user experience was one of the better ones I’ve ever seen; and second, it got me thinking about how companies could make their mobile user experiences significantly better with just a little bit of effort.If you haven’t purchased a Nest, let me start by talking about why they have such great user experience. In this case, it started with the packaging. Not only was it beautiful (something Apple might have designed), it was clean, intuitive and practical.One of the things I was most impressed with – and this is where the mobile piece starts – is that before one can open the Nest box, there is a sticker on a corner that must first be removed. On that sticker is a simple instruction guiding you to a short URL. In Nest’s case, they know that half of the thermo…

Snapchat’s ad biz has matured but is still a shiny new object for advertisers

Like many of its users, Snapchat’s advertising business has grown into its awkward teenage years. Fortunately for Snapchat, it’s still considered a cool kid among advertisers; unfortunately for Snapchat, it’s still considered a kid.Snapchat’s advertising business has matured over the past year-and-a-half. The company has fashioned its splashiest ad format to be more alluring to brand advertisers while honing its standard ad unit into more of a workhorse for direct-response advertisers. It has added Facebook-style ad-targeting options that incorporate more of its own, advertisers’ and third-party providers’ data into how ads are aimed. It has signed measurement deals with companies like Moat and Nielsen to give brands a better idea of what they’re buying. It has made it easier for small- and medium-sized brands to buy its ads through an advertising API and a self-serve ad-buying tool, while also taking full control over sales of its Discover section’s brand-friendly inventory.Snapchat’…

Evidon launches ‘first commercial-grade’ GDPR solution

Less than a year from now, the General Data Protection Regulation (GDPR) goes into effect.This week, New York City-based Evidon launched a beta version of which it says is “the first practical, commercial-grade solution” to collect user permissions in compliance with GDPR.Called the Universal Consent Platform, it updates the company’s previous Site Notice Platform, which facilitated user consent for the GDPR’s predecessor, the European Union’s ePrivacy Regulation (“Cookie Law”).Although this new platform is intended for publishers of mobile apps and desktop/mobile web sites, CEO and co-founder Scott Meyer told me that his company is also looking at applying the platform to other devices, such as voice-based agents like Amazon’s Alexa or smart car dashboards.Under GDPR, companies with EU visitors need to obtain consent for collection and use of their personal data, which includes browsing behavior. Meyer noted that companies doing business in EU countries should take steps to comply be…

Bynder announces free version of its Digital Asset Management (DAM) software

A screen from Bynder Orbit. This week, digital asset management (DAM) provider Bynder is announcing a free DAM product called Orbit.Essentially, Orbit is a limited-function version of Bynder for small- and medium-sized businesses. The main Bynder software is directed toward enterprises.Available in the fall, Orbit lets businesses create, store, search and share images, videos and other creative files in the cloud, with access shared by team members. There are no limits on the number of users.CEO Chris Hall describes Bynder Orbit as “the first free and widely available DAM [built] for enterprise grade performance and security.”[Read the full article on MarTech Today.]

via Marketing Land

Sylvan Learning’s CMO says she gains insights by living the ‘mom’ experience every day

After fifteen years with Sylvan Learning, Amy Przywara rose through the ranks and was named CMO in June of 2015.She began her career with the company as the director of co-op advertising, traveling around the country to help guide local planning initiatives. During her tenure, Przywara has served in a number of advertising and marketing roles for Sylvan Learning, including the director of national advertising and senior marketing director of advertising and promotions.“I love this brand because we help kids and families value education and support them with a variety of programs that fit their needs,” says Przywara, “We do everything from after school tutoring to teaching a child to read to STEM classes and camps to College Prep to helping a teen write their college essay.”Przywara says that being a mom to three school-age children puts her squarely in the target audience for her brand.“I love talking with my mom friends and gaining insights into the business by living the experience …

What will Google’s expanded policy on harmful content mean for SEO companies?

Google recently announced that it will be expanding its hate-speech policy for publishers that use the company’s ad network.It’s an effort to address concerns about ads funding inappropriate content online. While Google is constantly updating its policies, this particular update could have a significant impact on the way digital marketers select clients.It also raises an important question for SEO companies: do we have a role to play in combating harmful content online? And how should we go about navigating Google’s new policies if so?Google’s new harmful content guidelinesGoogle made the decision to change its policies for a number of reasons, one of the biggest being theearly 2017 Youtube controversy. In an effort to guard against “explicit” content with its restricted mode, the company mistakenly targeted multiple LGBTQ+ creators.In its original response to the issue, YouTube said the mode was only applied to LGBTQ+ issues that also addressed mature subjects such as sexuality and p…

Why Brands use Social Media Listening Tools?

Social media is one of the best ways to build brand awareness. It has now become a priority due to the increasing number of people getting inclined towards different social networking platforms.
Planning the best social media strategy for your business is the trickiest thing for every social media strategists or entrepreneurs. Social media tools help you monitor the growth and popularity of your brand among the customers. Listening tools are very important to understand what people care the most about your business.
This can make the planning simpler and more fruitful. Money spent on social media may go waste if you fail to share good content. Contentmart is the best solution to create shareable content.

$4.99 Coupon HostGator Up to 60% OFF + $4.99  SEOOFBLOG2017 Get 60% OFF Select Domains + Domains for $4.99/mo! Expires on: 2017-10-01 How effective are Social Media Listening Tools?
It is necessary that you choose the right social media tools that fit for your business and you must kno…

5 chatbots to help you analyze ad campaigns right in Slack, Facebook Messenger & Google Sheets

This article has been updated to include more examples since it was first published on October 27, 2016.Yes, a lot has been written about the rise of chatbots, the digital assistants that can live in places where we spend time, like Slack and Facebook Messenger.Brands jumped in early — order flowers in Facebook Messenger or tacos in Slack — and there are chatbots for customer service, health advice and personal shopping assistance, just for a start. But what about chatbots to make the daily work of the digital marketer easier? There’s a chatbot for that.There are now a handful of chatbots designed to help advertisers stay on top of their digital campaigns without having to be in the ad platforms themselves. Here’s a look at a selection of AI assistants to help you monitor, analyze (and in some cases manage) campaigns from inside Slack, Facebook Messenger, Google Sheets and elsewhere.RevealBotWhere can I use it? Slack. Plans to expand to Skype and HipChat and other platforms.What ad ne…

Marketing Day: The psychology of search, B2B marketing & 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:Meet the fake news of the online marketing world (that Google loves!): Review sites
Jul 26, 2017 by David Rodnitzky
Move over, fake news. Columnist David Rodnitzky takes a look at fake facts about online marketing vendors and why Google’s SEO algorithm isn’t separating the fake review sites from the real ones.The psychology of search: Unleashing the power of connection
Jul 26, 2017 by Ryan Shelley
There are many factors that contribute to high search engine rankings, but columnist Ryan Shelley argues that we often overlook the most important one: the user experience.How to approach your B2B marketing like an NFL quarterback
Jul 26, 2017 by Sonjoy Ganguly
You need to have your eye on the whole field — the big picture — to successfully capture and nurture B2B leads, argues contributor Sonjoy Ganguly.Linqia unveils ‘first’ platform for predicting …

How to approach your B2B marketing like an NFL quarterback

As a New York Giants fan, I can’t wait for the NFL season to start in September. There’s something amazing about watching a quarterback like Eli Manning call a play and then suddenly seeing the team perform in perfect unison (maybe not always!) to advance on the field toward the end zone.As competition heats up and becomes stronger and more sophisticated, B2B marketers must begin thinking like quarterbacks — becoming smarter not only about the multi-channel plays they call and the messages they serve, but also about their definitions of success.Here’s how B2B marketers can better quarterback the team past the goal line.[Read the full article on MarTech Today.]

via Marketing Land

Meet the fake news of the online marketing world (that Google loves!): Review sites

A recent visit to revealed some amazing “facts” about online marketing vendors. Did you know, for example, that:One of iProspect’s biggest clients is Circuit City (which went bankrupt in 2008)?iCrossing’s annual revenue is between $1 million and $3 million?Geary LSF (which closed in early 2016) currently has 93 employees and revenue of more than $10M. Oh, and they are the #59 best SEO agency in the US as of July 2017.My company, 3Q Digital, also has revenue between $1 million and $3 million (wrong), has three founders (all of which founded an agency we acquired and only one of which has ever been part of my agency), is located in an office we haven’t rented for four years and is apparently the #7 best mobile marketing company in Australia (if only we had an Australian client).An agency in Lehi, Utah, is ranked #1 in the US for search engine optimization, local SEO, remarketing, Facebook advertising, LinkedIn advertising, YouTube advertising, web design, web development, si…