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Showing posts from August 19, 2019
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Where paywall content stands with SEO: A focus on user experience

Publishers are increasingly adopting the paywalled content approach as a monetization strategy. If there’s anything, paywalled content has helped publishers generate more revenue online. But user experience may have suffered as a result.Paying for content may sound arcane on the Internet, but it’s not a new thing. Newspapers thrived on subscription plans. And high subscription numbers are how publishers justify their ad rates. But with the way the internet has democratized access to knowledge, hardly does anyone pay for content anymore. But that is changing.Adopting the content subscription strategy is on the rise. And it is being endorsed by decision-makers at major media outlets. However, both from an SEO perspective and a user experience angle, paywalls may create concerns.How do paywalls work and are they sustainable?“Can publishers sustain their paywalls?”, this is the question to ask. It’s understandable that introducing sudden changes to a platform may cause user apathy. But is…

Twitter introduces 6-second viewable video ad bids

Twitter is rolling out a new video ad bidding option that allows advertisers to run 15-second or shorter video ads, but only be charged if the ad is viewed for a full six-seconds with pixels at 50% in-view.Twitter called it a “Flexible option for advertisers who care about the completed view metric, but are ready to lean into the mobile-first paradigm and develop short-form assets optimized for in-feed viewing.”Why we should careThis new six-second video ad bidding option takes a page from YouTube’s 6-second bumper ads but offers the flexibility of running longer creatives. It should appeal to brands focused on substantive view rates.“This six-second video ad solution, paired with compelling creative, increased our view rate by over 22%,” said Alice Oliveira, the CSB Brazil marketing director for Dell, who had early access to the video ad bid option.Short-form videos with the sound-off that included clear branding delivered a significantly better ad recall and message association on m…

Quick wins for Magento SEO

Whether you’re migrating your existing online store or starting a new one, Magento is considered the ecommerce platform. In this post we are going to dive into SEO best practices to follow, looking at technical considerations and touching on content strategy. We will predominantly be concentrating on Magento Open Source.What is Magento?Magento is an open-source ecommerce platform developed by Varien. The first beta was launched in 2007. Since then it has had a number of owners (or maybe “custodians” would be a better term) including eBay, a private equity firm and, most recently, Adobe.It’s a beastIn 2017, four years after its initial proposed launch date, Magento 2 was released. This may sound like a long delay, but with 1.84 million lines of PHP code and 239,000 lines of JavaScript – before you even consider HTML, CSS, XML, and other entities – you can appreciate the sheer scale of the task.Given its size, it’s not the easiest ecommerce platform to get to grips with but, when it com…

How to use PPC data to drive more SEO traffic

It’s no surprise that PPC campaigns are great for driving quick results.However, it’s not the only way paid campaigns can bring profit to digital marketers. Integrating your PPC data in your SEO strategy will help you improve your overall performance.Your SEO strategy should be flexible to trends, algorithms, and user behavior. While it takes much time to evaluate SEO results, the PPC data allows you to predict what works and what doesn’t work. Using this information for SEO, you’ll boost your search rankings significantly. In this article, I’ll tell you how to analyze your paid campaigns to determine which keywords resulted in the most significant number of conversions and focus on these phrases to improve your SEO.The differences between SEO and PPC keywordsPay-per-click advertising is an easily controlled digital marketing channel that provides an opportunity to target specific audiences, countries, and the time you want your ads to show up. Due to this fact, you can use PPC report…

Facebook campaign budget optimization: How marketers must prepare for September 1, 2019

If you are using Facebook’s Ads Manager, campaign budget optimization (CBO) will become mandatory for all ad campaigns as of September 1, 2019. If you are using an API tool like AdRules, you have until September 2020 before it is mandatory.If you do any advertising on Facebook, you will be affected by this change. It will apply to both new and existing ad campaigns.If you don’t want a rude awakening on September 1 when CBO activates in Ads Manager and your Facebook campaigns start to behave very differently, you need to start testing campaign budget optimization now.While nobody likes mandatory, sudden changes, this is not all doom and gloom. There are some considerable upsides to CBO. You will have to give up some control over your campaigns after September first, but with CBO:1. You’ll have less to manageIf you spend hours adjusting bids every week, or if you pay someone else to adjust bids every week, much of that bid optimization work will be over.When campaign budget optimization…

Boolean search for social media monitoring: What to track, how to track, and why

If you have any experience with social media monitoring platforms, you know that getting precise results may be tricky at times: Apps can show a lot of noise for brands with common names or, quite the contrary, miss some valuable data behind due to the restrictive filters.That’s when Boolean search fits in perfectly.Boolean search definitionIn a broad sense, a Boolean search is a type of search that combines terms with operators. It’s used in social listening tools, search engines, and other apps. It lets you find precisely what you’re searching for, and exclude what you’re not. I have to mention that not all social listening tools provide Boolean capabilities, but some platforms such as Awario, SproutSocial, or Google Alerts do let you test it before starting your subscription.Dealing with those Boolean queries may look intimidating at first if you aren’t familiar with programming. But the good news is that first of all, not everyone needs Boolean: If you’re monitoring unique keyword…

Four tools your business needs for better metric reporting

Technology has helped businesses in endless ways. But one of the most important benefits it offers to companies is the ability to monitor and measure success, and sequentially, plan for the future.In the past, reporting on important metrics was a rather tricky and time-consuming task that required lots of work and careful calculations. Thanks to modern business technology and advances like AI and machine learning, it is now easier than ever to gather these data points and gauge progress.However, this rapid advancement has led to a whole new set of problems. Although technology has made it easier to collect data, it has left us with an overwhelming amount of information, making it quite difficult to pinpoint what exactly is relevant.Of course, the only way to determine success in any business matter is by first setting goals.What is most important to your business?Do you only care about the bottom line and increasing conversions?What are the components needed to make this happen – such…

ABM goes mainstream: What have we learned and what’s next?

Account-based Marketing is one of the most discussed strategies in conferences rooms and at conferences. Sales and marketing research and advisory firm TOPO released a report to the B2B community last quarter that stated emphatically: “ABM is going mainstream in 2019.”Game on.In the spirit of understanding the state of all things account-based, here’s what I’ve learned from meeting with more than 50 B2B teams last quarter on the state of ABM.B2B marketing and account-based marketing aren’t synonymous yet – but it’s close.The B2B sales process is in sync with an account-based model, driven by how solutions are purchased and the total available market (TAM) of accounts for most B2B brands. The numbers so far are giving us a strong indication of what’s possible. Account-based leads are four times more likely to be followed up on by sales, according to Sirius Decision’s 2019 ABM research.However, most marketing teams struggle with transitioning from a quantity-based lead generation system…