Skip to main content


Showing posts from May 18, 2018

Pause underperforming ads with this updated AdWords script

It’s no secret that split (A/B) testing is an essential part of a successful AdWords campaign.I’m a big advocate of scientific testing, and it is a core part of how my company, Brainlabs, approaches paid search campaigns.Some time ago, I shared our A/B testing script, which enables you to set up control and experiment campaigns that are alternately paused and resumed, and then emails you when the test has significant results for click-through rate (CTR) or conversion rate (CR).However, there’s no point in running tests if you don’t know how to interpret the results. That’s why we made our Rotating Ad Copy script, which helps you choose which ads from your test have the best performance.We’ve now updated the script to make it even better!What’s new?There are three main updates to the Rotating Ad Copy script:It works better with the expanded text format — better late than never!You can automatically label ads as winners or losers, allowing you to easily check which ones are underperform…

Better Business Bureau reviews are not always better

As someone who works in Local SEO, I have always been a huge advocate for the Better Business Bureau (BBB).Unlike many review sites, including Google,  they take the validity of reviews seriously. I do extensive manual monitoring of the data on the BBB and have found they are one of the most reliable sources of local business data on the internet. Like Google, the BBB also doesn’t accept listings using virtual offices or P.O. boxes and aims to represent the “real world.”Another thing that makes the BBB valuable to business owners is the fact that they use AggregateRating schema on their listings, which earns them gold stars in the search results on Google.[Read the full article on Search Engine Land.]The post Better Business Bureau reviews are not always better appeared first on Marketing Land.

via Marketing Land

Hidden PPC traffic killers

If a pay-per-click (PPC) account and the advertiser’s business model are functioning reasonably well, we often find that a business owner becomes heavily dependent on the PPC channel.“Max the volume!” and “We’re down from last year, I’m very worried” are typical (if vague) remits from clients and bosses deep in the thrall of this perennial growth-driving channel.If you’ve arrived late on the PPC scene, you might not be aware that previous account managers assumed the channel was “naughty” and that PPC needed to be reined in. Sure, there are sources of cash bleed in any PPC account, but there are downsides to an overly defensive stance.Pursuing volume in the context of an “over-tightened” account can cost even more (in the form of high bids, excess use of remarketing and overzealous attempts to find new inventory in other channels that can be enabled via PPC platforms — say, in Display).Even the savviest of us might overlook some of the excess tightening that has crept into an account.…

Why Nike’s AR experiment for Facebook Messenger was a hit with its customers

At this year’s F8 conference earlier this month, Facebook announced that brands can now use its Camera Effects Platform to employ augmented reality (AR) with Messenger bots.Four brands — Kia, Nike, Sephora and ASUS — participated in a closed beta to incorporate this added capability. Kia showed off its Stinger car, Sephora enabled virtual makeup and ASUS enabled a virtual “unboxing experience” for one of its phones.But Nike’s experiment had one result that the other three — and few AR projects to date — have not yet duplicated.It sold out. In an hour.[Read the full article on MarTech Today.]The post Why Nike’s AR experiment for Facebook Messenger was a hit with its customers appeared first on Marketing Land.

via Marketing Land

WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’

The World Federation of Advertisers (WFA) released on Thursday a Global Media Charter aimed at advertisers that will “create the conditions for a marketing ecosystem that works better for brands and consumers.”The charter follows a data manifesto issued by the organization earlier this year.Last year, programmatic advertising platforms were schooled both verbally and financially by brands, most notably by Proctor & Gamble, which pulled millions of advertising dollars from YouTube because of brand safety concerns.WFA worked with Proctor & Gamble and companies such as Unilever, Mastercard and Diageo, as well as advertiser associations in the US, China, Japan, Germany and France, to produce the charter.[Read the full article on MarTech Today.]The post WFA demands that advertisers take actions that promote ‘a better marketing ecosystem’ appeared first on Marketing Land.

via Marketing Land

How to use SEO on LinkedIn

SEO on LinkedIn is too often overlooked, and it’s time you start viewing LinkedIn, just like Google, as a search engine. With access to a whole network of professionals, the opportunities for those who are savvy enough can be endless. LinkedIn is the most popular platform for B2B companies to acquire new clients so being able to optimize your LinkedIn presence has a whole array of potential benefits – both for your personal profile and also for your business.Due to its high domain authority, search engines deliver a lot of results from LinkedIn in the SERPs for certain search terms, particularly those revolving around job roles. This post considers how you can stand out and how to occupy the top spot for your business.Devil in the detailThe first step is to fill out as much of your profile as you possibly can. Don’t be lazy and avoid cutting corners – provide the details which will help to elevate your profile. But don’t just mindlessly fill in all the fields; make sure to be descript…

I Make $1000/Month Outside My Job. You Can Too! This Is How

$1000/month along with your 9-6 job. Fascinating, isn’t it?The first thing someone like you would probably ask if it is true. I don’t blame you. It does indeed sound too good to be true. However, I did something back in the day and here I am sharing my journey with all of you.This is a life-changing article, based on a real-life experience of none other than yours truly.If you’re an analyst or a business consultant working in a corporate job, you too must’ve felt the desire to do something extra after your job, to break the monotony, and maybe even to make an extra buck.While most of us have at some point in our working lives have had this dream, a large number gets stuck working late nights and the desire to do something else goes away with the ever-increasing work pressure.However, what would you say if I told you that there’s a methodical approach that might actually help you earn some extra income? If you follow the steps I took, you’ll realize that making a good amount apart from…

Marketing Day: Twitter updates, Facebook Ads Reporting & LinkedIn’s Sales Navigator

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:Twitter is changing how conversations happen based on user behavior and conduct
May 17, 2018 by Amy Gesenhues
The company says it will use thousands of behavioral signals to filter search, replies and algorithmic recommendations.Facebook updates Ads Reporting & introduces new ‘creative reporting’ metric
May 17, 2018 by Amy Gesenhues
The creative reporting metric lets advertisers compare which ad creative elements deliver the best results across campaigns.3 steps to mastering account-based measurement
May 17, 2018 by Peter Isaacson
All this data we’ve got at our fingertips isn’t useful unless we apply it practically. Contributor Peter Isaacson offers specific steps to help you uncover actionable insights.Why your media decisions matter for campaign location attribution
May 17, 2018 by Gladys Kong
Vendors may seem to hold all the cards for lo…

Twitter is changing how conversations happen based on user behavior and conduct

rvlsoft / In its latest attempt to improve the health of its platform, Twitter says it will be modifying the way conversations happen based on the behavior and conduct of users versus the actual content of their tweets.The site will now use thousands of behavior signals when filtering search, replies and algorithmic recommendations, pushing tweets from offending users farther down the timeline, reports BuzzFeed.Behavior signals that could result in content getting demoted include: users who tweet at a large number of accounts they don’t follow; the frequency a user has been blocked by people they interact with; if a user has created many accounts using a single IP address; and if an account is closely related to accounts that have violated Twitter’s terms of service.According to BuzzFeed, the news was announced during a briefing at Twitter’s San Francisco headquarters earlier this week. CEO Jack Dorsey said many of the company’s past actions to monitor abuse have been …

3 steps to mastering account-based measurement

When it comes to Account-Based Marketing (ABM) measurement, there’s good news and there’s bad news.The good news is that we have the ability to measure everything.The bad news is that we have the ability to measure everything.Whether it’s information flowing from your website analytics tool or from your customer relationship management (CRM) system, there’s more data at our disposal than ever before. But while having access to a wide set of data is a good thing, it’s also created a big challenge for ABM marketers: How do we navigate all these data sources and effectively measure the success of our efforts?Fortunately, given the advent of new technologies and resources, approaching ABM measurement has gotten much easier. As you start to think about your own strategy, here are three key steps to guide your efforts.[Read the full article on MarTech Today.]The post 3 steps to mastering account-based measurement appeared first on Marketing Land.

via Marketing Land

Facebook updates Ads Reporting & introduces new ‘creative reporting’ metric

Alexey Boldin / Facebook is expanding its reporting options since merging its Ads Manager and Power Editor last September.Advertisers will soon have access to an updated Ads Reporting platform that includes a drag-and-drop feature to customize the report around the metrics they want front and center.“This new Ads Reporting experience will enable you to analyze dimensions such as age, gender, placement and more to better understand how your ad performed,” says Facebook.The newly updated reports will include a side panel that lets advertisers edit ads on the same screen as the campaign page so that they do not have to go back and forth between tables in the Ads Manager and editing panel — making it possible to duplicate or delete campaigns, ad sets and ads.Reports will also have a new “creative reporting” metric to give advertisers insight into the creative ad elements — headline, text, call to action, image, video — that are performing best. Any creative used in multipl…