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Unifying your search and social ad strategies

Change is constant in digital marketing. Experienced marketers realize it’s no longer enough to run campaigns in silos. How can you apply your search marketing expertise to amplify your organization’s social advertising efforts (and vice versa)?Join our paid search and social ad experts as they explore the advantages of unifying your search and social ad strategies. We’ll discuss how advertisers who manage AdWords and Facebook campaigns can create more unified and effective messaging across channels, win more customers and grow revenue.Register today for “Unifying Your Search and Social Ad Strategies,” produced by Digital Marketing Depot and sponsored by Marin.The post Unifying your search and social ad strategies appeared first on Marketing Land.

via Marketing Land

Marketers: Never forget that we are at war

Blockbuster is often cited as the poster child of companies that got blindsided by a new rival. In just six years, Blockbuster went from $6 billion of revenue to bankruptcy, while Netflix went from a few hundred million to $2.2 billion.Blockbuster no doubt made a lot of mistakes on the way to their bankruptcy, and I’m sure that many a business case study has covered these in great detail. My summary of Blockbuster’s folly is that they forgot one simple rule of business: Businesses operate in a state of perpetual warfare.The more successful a business, the more likely it is that hungry competitors are working relentlessly to take away its clients. This can be accomplished by selling the same product for less, providing better service, taking advantage of economies of scale, making a better product, hiring a better sales team and so on.Businesses that don’t act like they are constantly under attack from the competition won’t be prepared to defend their business when the attack comes. An…

The best alternative keyword research tools

Keyword research is an integral part of any search engine optimization strategy – and it doesn’t have to cost a fortune.Keyword research takes up a significant chunk of time, and this is the case for many marketers, website owners and content creators. But it is something that has been expanding outward toward small and medium business owners as well, as having a fully optimized website is a necessity in running a company with any kind of online presence.In the past, it was a matter of putting in the leg work – often for hours a day – to find the best keyword strategy. Today it is much simpler as more tools have been developed to make the job much faster and easier than ever before. Unfortunately, many of those tools are costly and over budget for anyone but enterprise level brands.To keep things more affordable you can use alternative tools – often several to compensate – that are low cost, or even completely free. Here are some keyword research tools that you won’t believe don’t cos…

Hooray! Google My Business descriptions are back

Google My Business (GMB) recently brought back the business description field, which has caused those of us working in the local search industry to say “hooray” and raise eyebrows.Here are a few things you should know about the description and some useful tips to help you make the most of this new change.1. It shows at the very bottom of the Knowledge PanelThe visibility of the description is really poor, which makes me question how much effort to put into creating it.It shows below the address, below questions and answers (Q&A), below Google Posts and below customer reviews. Because its visibility is poor, I would suggest utilizing Google Posts for messages you want to be right in front of your customers’ eyes.2. It does not replace the editorial summaryEditorial summaries are the small descriptions that appear at the top of the Knowledge Panel for popular businesses. Not all businesses have these; they are manually written by Google and cannot be altered. Businesses that have ed…

Is responsive web design enough? (Hint: No)

As mobile-first indexing nears, the need to optimize for mobile has never felt so pressing.Even in its current iteration, mobile search is incredibly important for advertisers and businesses of all sizes. Consider these statistics:A majority of Google searches occur on a smartphone or tablet.50 percent of local mobile searches are for local business contact information, says Hubspot:According to BrightEdge, 69 percent of mobile searchers stated they were more likely to buy from a brand with a mobile site that addressed their concerns.Now, with mobile web design, speed takes precedence over almost any other ranking factor. Unfortunately, I’m not sure if half of the web is seriously optimized for mobile search.According to Think with Google, 70 percent of mobile web pages take 7 seconds to load visual content above and below the fold.Common mobile site errors include:Blocked JavaScript and cascading style sheets (CSS) files.Failed redirects.Poor graphical interfaces (e.g., tiny text and…

How to use a podcast to create smart and usable content

This is Part 3 of a three-part series. Here are Part 1 and Part 2.The more podcast interviews you do, the more credibility and authority will be built around your brand. This, in turn, provides more opportunity to use that authority in your search engine optimization (SEO) and marketing efforts.Using reviewsShow notes, reviews and links from the podcast sites typically include your name. That means when people search for your name, your pages should appear in search result pages.This gives you higher authority and reinforces your personal branding,  which helps when you’re trying to rank higher in the search engines.It also helps you become a successful marketer and leader in your niche.Reach an audience quicklyBeing a guest on the podcast is one of the fastest ways to reach an engaged audience interested in your topic.In fact, podcasts will promote your name, company name, social presence and other links, all of which promote you to audiences as an expert.Once you take up podcasting,…

Five Benefits of Using A Website Builder

A website builder presents many benefits for its users–whether you’re trying to start a simple blog or launch your first eCommerce shop. But to truly reap the benefits, it’s important to understand what a website builder is. Website builders are programs that allow users to easily create sites, usually via a drag-and-drop building interface. For example, normally you’d have to go into the back-end of a site, create a bit of text, and work your way around adding that text to the front-end without compromising the quality of  layout. With a website builder, you can do everything in one sitting with just a few clicks.Building a website is no easy feat. It requires a serious commitment, especially if you plan to monetize your site. Your website is the face of your brand, and consumers will make quick judgements about its validity based solely on appearance. The majority of consumers expect businesses to have a website. And today’s businesses can’t afford to waste time when it comes to sit…

Twitter to launch 8 new pilot series supported by branded in-stream video sponsorships

Twitter is going all in on video at NewFronts this year, announcing more than 30 video content deals with a number of media organizations, including NBCUniversal, Ellen Digital Studios, ESPN, Viacom, MLB, and multiple gaming companies.The social media platform is also developing eight new pilot series via Niche, Twitter’s creator network, and pairing them with brands that will run in-stream video sponsorships during the shows.“These comprehensive video content offerings will consist of scripted original series that are innovative, high quality, and brand-safe,” says Twitter.The eight pilots are listed as follows:Born and Bred with Josh PeckWolf It Down with Tyler FlorenceVoodoo Dating with Matt CutshallCity Tours with Sara HopkinsBar Stars with Aaron ChewningPaint Away with Miel BredouwStyle Series with Brittany SkySWIFF with Wes “Wuz Good” ArmstrongIn addition to the new content opportunities being offered up, Twitter is also launching Live Brand Studios — a service designed to help …

Native isn’t display. Stop treating it like it is.

With consumers installing ad blockers and now browser companies following suit, not to mention ad fraud, domain spoofing, lack of viewability and disastrously poor brand-safety measures as a further body of evidence, let’s be honest with ourselves. Mistakes were made in the first decade of the programmatic revolution.Don’t get me wrong — I’m an optimist. Learning from our previous mistakes is the key to future success, as long as they are not repeated. With over 10 years of programmatic experience under our belts for display and pre-roll video, what have we learned that we can apply to programmatic native? After all, it represented 84 percent of the total that eMarketer expected would be spent on native display last year, and the overall total is predicted to grow to $28 billion in 2018.Despite its growth, marketers often overlook the operative word of native programmatic: Native. In the case of targeting, marketers are guilty of applying the same “reach-at-all-costs” strategy to thei…

Snapchat rebrands Promoted Stories as Story Ads & makes them available via its self-serve ads manager

Snapchat is changing up its Promoted Stories, now calling the ad format Story Ads and making them available programmatically via its self-serve ads manager.Previously only available to advertisers as a fixed slot near the top of Snapchat’s Discover feed, Story Ads will now include the same targeting options and auction-based pricing as Snap Ads, which have been available in the platform’s self-serve ad tool since last June.The difference between Snap Ads and Story Ads is that Story Ads are exclusive to the Discover feed, offering advertisers the chance to purchase a Discover tile that includes three to 10 Snaps. Anyone viewing a Story ad can swipe up to see more content from the advertiser, like a product site, video or app install.With the targeting options available in the ads manager, advertisers will now be able to build a campaign around their Story Ads using Snapchat’s more than 500 predefined audiences.Snap has been ramping up its advertising offerings these past weeks, leading…

Marketing Day: Digital video ad spend, Forrester report on media tech & YouTube TV ads

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:Digital video ad spend keeps rising, with social media (i.e., Facebook) set to see most growth
Apr 30, 2018 by Ginny Marvin
The IAB’s latest video advertising study finds two-thirds of advertisers will shift budgets from TV to digital.First look! Here’s what you can expect at SMX Advanced
Apr 30, 2018 by Chris Sherman
SMX Advanced is unique in so many ways. It’s the premier experts-only conference programmed by the team at Search Engine Land, the publication of record for search marketers. It attracts the biggest group of the world’s most sophisticated marketers for three days of learning and sharing.Forrester’s first report on media tech/services spending shows customer experience and AI are driving budgets
Apr 30, 2018 by Barry Levine
Spending on traditional media agencies is declining, the report says, CMOs are leading customer-facing effort…

Digital video ad spend keeps rising, with social media (i.e., Facebook) set to see most growth

Digital video ad spend among large brands has increased by 53 percent over the past two years, according to a survey released by the IAB, which is overseeing the Digital New Fronts in New York City this week.Just over 350 brand marketers and media buyers with more than $1 million in annual media spend completed the online survey last month.On average, the respondents said 59 percent of their digital/mobile ad spend goes to video, with an average of more than $20 million spent on digital and mobile video ad buys annually. Two-thirds plan to shift some TV budgets to digital video this year. Fifty-six percent said broadcast/cable TV ad spend will remain flat over the next 12 months compared to the previous year. In comparison, more than half of respondents said budgets will increase on desktop/online video, mobile video and advanced TV.Source: IAB Video Ad Spend Study, April 2018 The biggest beneficiary of this ongoing shift to video? Social media, broadly (which largely translates to Fac…

First look! Here’s what you can expect at SMX Advanced

SMX Advanced is unique in so many ways. It’s the premier experts-only conference programmed by the team at Search Engine Land, the publication of record for search marketers. It attracts the biggest group of the world’s most sophisticated marketers for three days of learning and sharing. And it celebrates search marketers with the largest and most prestigious search marketing awards program in the world.Won’t you join us June 11-13 in Seattle? Register here.Need to know more? Buckle up! Here’s my 10,000+ word description of everything SMX Advanced has to offer. Then, register before all of the tickets are sold, as they have every year since SMX Advanced redefined the search marketing conference experience in 2007.2018: Emerging opportunities and new challengesChange is constant in search marketing. Opportunities emerge quickly — sometimes quicker than they can be absorbed. New channels. New technologies like machine learning. New ad options and formats. Even veterans struggle to keep …