Skip to main content

Posts

Showing posts from April 1, 2020
Instapage

Coronavirus and the paid search sector: How businesses are gearing up to come out the other side

Over the past couple of weeks, paid search specialists Adthena have been sharing some fascinating insight into how the coronavirus pandemic is affecting the paid search sector in markets around the globe.I spoke to Adthena’s VP of marketing Ashley Fletcher about the questions C-level executives are asking, their plans in the short and longer-term, and what he is observing in the data.We’re past the shock stageC-level executives now want to see the lay of the land amidst the coronavirus outbreak. Retailers, for instance, want a view of who’s moving out and many are asking:What’s happened to strategy?How are markets reacting?How do we now adjust?Paid search is a fantastic window on all of this. While our offline lives have been massively disrupted by the coronavirus, the paid search sector is comparatively ever-present. We see customers switch to the channel when they can’t use others and we have good segmentation within data across products and more business verticals.“Search intellige…

How local businesses should be communicating with customers during COVID-19

“The question should be, ‘How do I get proper COVID messaging to my communities or my customers, wherever they may be?’” says Adam Dorfman, director of product management at Reputation.com, highlighting the need for effective communication between businesses and customers during the coronavirus outbreak.Social distancing and other safety measures have severely impacted day-to-day operations for local businesses, and these changes can be jarring for customers caught unaware. During our local search edition of Live with Search Engine Land Friday, Dorfman and other members of the local search community shared communication strategies and tips agencies and business owners can use to keep customers informed.Use your site to inform customers. “It should be front and center, because everybody wants to know, are you at the very least keeping your own employees protected — all that sort of information,” Dorfman said, recommending that local businesses make their COVID-19-related announcements …

Google adds ‘public health emergency’ to inappropriate content ads policy

Amid the COVID-19 pandemic, Google Ads has updated its Inappropriate content policy. The updates take aim at keywords around sensitive events, price gouging and more.The update, released Tuesday and effective immediately, does not specifically mention coronavirus, but the change is clearly aimed at preventing advertisers from trying to capitalize on the outbreak. Google banned ads for face masks earlier this month.Why we care. Digital platforms have struggled to stay ahead of misinformation and fraudulent claims as well as price gauging by advertisers trying to take advantage of the coronavirus crisis. This policy update may appear subtle, but it gives Google a clearer path to take action against bad actors and prevent advertisers from advertising on coronavirus-related keywords during this pandemic.The update. The new language adds the mention of “public health emergency”: “Content that potentially capitalizes on or lacks reasonable sensitivity towards a natural disaster, conflict, d…

Announcing Discover MarTech: A Virtual Event For Strategies & Solutions

COVID-19 is impacting almost every aspect of day-to-day life. But for many organizations, while it may not be “business as usual” — business must go on.If your professional priorities include…Preparing your organization for what comes next in a post-coronavirus worldStaying up-to-speed on the latest developments in modern marketingIdentify, evaluating, and implementing time-saving, profit-generating martechFeeling connected to the martech community (despite social distancing)… join us for free this April 21-23 for Discover MarTech: A Virtual Event For Strategies & Solutions.This free online training experience features exclusive keynote presentations from myself and Real Story Group’s Tony Byrne, followed by in-depth educational sessions from many of the market-defining solution providers who were set to speak at MarTech West 2020.Don’t miss this exciting, FREE opportunity to continue your learning initiatives, engage with solution providers, and connect with the MarTech community…

Four tips to immediately improve your site speed

As a small business owner, the speed at which your website loads may not be at the top of your list of concerns. However, site speed can actually be the difference between you gaining or losing a customer. Think about it. We’ve all had the experience of clicking a link to a site, only to find it taking a few seconds too long to load, leading us to visit another site instead. In fact,47% of consumersexpect a site to load in two seconds or less for desktop. If a site takes longer than three seconds to load53% of mobile userschoose to abandon. And on top of that, page load speed is one of the critical factors that determine where your site ranks on SERPs. Google’s ranking algorithm uses site speed as a signal, making it even more important that your site loads quickly. At GoDaddy, we think about all the ways to make sure your online presence is successful, big and small, and kept site speed top of mind when building websites + marketing. According toIsYourHostFastYet.com, a personal site…

Retargeting in 2020: Key Insights to Help You Succeed

Nearly half of digital marketers say that retargeting is their most effective tactic for improving search and social ad performance. But that also means that half of digital marketers are not getting the best ROI on their retargeting efforts.There is an art and a science to retargeting. When done right, retargeting can be a key strategy for improving brand awareness and purchase readiness. It enables digital marketers to re-engage prospects who’ve already visited a browser or email link. In fact, website visitors who are retargeted are 43% more likely to convert.Join our retargeting experts as we discuss forward-looking strategies and best practices for building and optimizing a powerful, integrated retargeting practice that reaches potential customers across multiple channels.Register today for “Retargeting in 2020: Key Insights to Help You Succeed,” presented by Perfect Audience.

The post Retargeting in 2020: Key Insights to Help You Succeed appeared first on Marketing Land.

via Mark…

Martech platforms reduce costs as CMOs face budget cuts

Just this week, Gartner reported 65% of 176 marketing leaders said they are bracing for moderate to significant budget cuts as a result of coronavirus-related disruptions. Fortunately for our marketing operations community, many platforms are already making concessions to help marketers by reducing costs and, in some cases, even suspending billing.Adobe is offering Magento Commerce and Marketo Engage free of charge for three months, and has put together a “Launch Package” for SMBs needing to take their business online as quickly as possible. Salesforce says it has expanded its Salesforce Care services and support solutions, making it available for free to customers and non-customers for 90-days.Related:Compare marketing automation platformsAdzooma, a digital ad platform for brands advertising via Google, Facebook and Microsoft, is not only offering free access to its platform until, at least, the start of June, 2020, it also is suspending billing for all existing agency and SME client…