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Showing posts from February 26, 2019
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Top trends to increase value for paid search spend

If you’re like many small to medium sized businesses, budget is everything and every dollar counts.And while spending advertising dollars may be a big part of your PPC campaign, it’s really the how behind the spend that matters.More money doesn’t necessary equate to a successful campaign, and before you up your budget for the next quarter, take into account these top trends that can increase the value of your current paid search advertising spend.Getting your ads and landing pages right on mobile is more important than everExpand your reach to millions of potential customers by optimizing your ads and landings pages for mobile device users. Every year, new data is released showing the growing prominence of mobile paid search vs. desktop paid search clicks. According to the Kenshoo Quarterly Trends Report, mobile shopping campaign impressions have more than doubled year-over-year, while click-through rates have stayed consistent. What does this mean to you as a small business?To mainta…

Facebook testing new Ads Manager interface

The campaign level view in the revamped Facebook Ads Manager interface. Screen shot: Duane Brown, Take Some Risk, Inc. Facebook has a new spin on Ads Manager that it has started previewing to advertisers.What’s changing? Last week, word started to get out that Facebook has a new version of Ads Manager in the works. Akvile DeFazio, who heads the agency AKvertise, said she got a look at the new interface Thursday. She compared the look to Reddit with the current navigation tabs at the top going away in favor of drop downs.Wrapped up a call with our Facebook rep and got a peek at the upcoming new Ads Manager interface. Anyone have it yet? Bye=bye top tabs and hello Reddit style drop downs. #fbadschat— Akvile DeFazio (@AkvileDeFazio) February 21, 2019 On Friday, Duane Brown, who heads performance agency Take Some Risk, posted screenshots of the new beta, which he said is only being tested internally at the moment, with no timing given on when it might open up.NEW FB AD MANAGER INTERFACE #PP…

Unlocking metrics that matter

The defining feature of digital marketing is the ability to measure just about anything. That’s a wonderful development, but it can also be a double-edged sword. To borrow loosely from the title of a popular book, the ability to measure everything can cause us to amplify the noise and bury the signal. Here’s how marketers can tune out the noise of top-line metrics and unlock metrics that truly matter for their business.What are top-line metrics?Top-line metrics are common digital media measurements like impressions and views. In a recent eMarketer report, marketers cited a lack of consistent metrics as their number one concern. Perhaps that’s one reason why top-line metrics remain the common currency of industry discussions. After all, a view is a metric that a CPG marketer can easily compare with a TV impression. However, that comparison point has little, if any, value in marketing.Sophisticated brands succeed by measuring the nuances that live below the top-line. To do that, markete…

How AR is whetting restaurant patrons’ appetites

AR hamburger, from Kabaq To some marketers, augmented reality may seem like a solution looking for a problem.But a New York City-based AR-based firm is finding at least one market that is hungry for this kind of visualization: the food industry.Founded in 2016, Kabaq has optimized a proprietary way to capture, generate and render 3D models of food that many observers find realistic. CEO Mike Cadoux said in an interview that his company took two years to perfect its proprietary technique because it knew that cuisine “would have a future.”One file, many platforms. The AR food imagery was launched in the first quarter of last year, on a menu for the Bareburger locations in New York. A dish is photographed in high-resolution from a variety of angles, and then Kabaq optimizes it so that one file, in any of four AR formats, can be distributed to Facebook, Snapchat, any website or app. Kabaq can handle the shoot, or one of several image-capturing trained subcontractors can, or there are tutori…

Top 5 Facebook creative design pitfalls to avoid

Facebook ads have many unique advantages making them one of the best advertising options currently available for businesses of all sizes – if you know how to use them. Facebook’s massive reach and unprecedented custom audience targeting allow you to reach your exact target market, but you must first get their attention. The average person only reads 20 percent of the text on a webpage, but content with visuals gets 94 percent more total views. Creative will make or break your campaign. Below are the five biggest Facebook creative strategy pitfalls to avoid if you want to run a successful Facebook promotion.#1: Not having a specific, testable goalUnless you have a virtually unlimited advertising budget, your Facebook ad dollars shouldn’t be spent on qualitative goals like brand awareness or vanity metrics such as Facebook likes. Instead, your primary aim should be conversions. Ideally, your Facebook ad would catch the attention of just the right person, ready to buy, who immediately cl…

The technical SEO hierarchy of needs

What makes a site become the best site it can be? Healthy, functional sites that have reached their full SEO potential have been optimized based on market and keyword research, E-A-T, content relevance to search intent, backlink profiles, and more. But they all have one thing in common: their technical SEO needs are met.Your site’s technical SEO needs form a hierarchy. If needs lower in the hierarchy aren’t met, needs on the next level are difficult to fulfill. Each level responds to a different requirement in the world of search engines: crawlability, indexability, accessibility, rankability, and clickability.Understanding what each level of the pyramid involves helps make technical SEO look less intimidating without oversimplifying its role in making a website great.The foundations of technical SEO: crawlabilityAt the foundation of the pyramid of technical SEO needs is a URL’s crawlability.Crawlability concerns a URL’s ability to be discovered by search engine bots. URLs that are no…

MarTech beta rates expire Saturday night. Book now!

Save up to $600 off to on-site rates when you book your MarTech pass by March 2!The post MarTech beta rates expire Saturday night. Book now! appeared first on Marketing Land.

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Google revamps Test My Site mobile site speed tool

Google has rebuilt its site speed tool that first launched in 2016, the company announced Monday. Test My Site (which really can be used to test any site without the user being the verified owner) now features more details on a site’s mobile site speed.What’s new? Within several seconds, the tool will generate a report to show you:• The speed of both the entire site and of individual pages and whether the site or page speed is faster or slower compared to the prior month.• A Fast, Average or Slow score for site speed or page speed and a benchmark report against competitor sites.• The potential impact of site speed on revenue and a detailed list of recommended fixes to increase speed on up to 5 pages on the site.• A complete report to download and share with your team.Why you should care. Site speed has been a success metric for ages, and the growth of mobile only amplified its importance. Google cited The State of Online Retail Performance finding that a one-second delay in mobile loa…

Inside look: Third Door Media’s marketing technology stack

Since the first Stackie competition at the 2016 MarTech® Conference, we (the martech community) have been treated to more than 150 incredible marketing stacks submitted by companies as far ranging as Airstream, Microsoft, Cisco, Black Rock, and so many more. The stacks have served as incredible educational tools, providing insight into how these organizations are run and how they manage and think about marketing technologies.While many of these companies have generously shared their information, many more have not. I suspect that some marketers feel as if sharing their stacks may inadvertently reveal trade secrets, proprietary info, or some secret sauce about their operations. Or perhaps that management wouldn’t approve of such transparency. I totally get that.In fact, after serving last year as a judge for the Stackies, I started a conversation internally about presenting Third Door Media’s stack as a way to share and contribute to the community. It felt awkward and uncomfortable for…