- 15 Oct
Build a Cross-Channel Lead Generation Strategy in 4 Steps
by Brett McHale
Cross-channel marketing is an important element of your lead generation strategy. But figuring out the details isn’t always easy. It’s tricky to determine how to approach the relationship between each channel.
Questions. Questions. And More Questions.
And it doesn’t get any easier, especially if you’re considering all the relevant questions, such as, how much budget do I allocate to each channel? Or, how do I get the most out of each channel? and even, how can I better connect what we’re doing on Google to what we’re doing on Facebook?
Once you begin marketing on multiple platforms, it becomes apparent that certain strategies work for more than one channel. While others may only apply to one of them. So to help, Brett McHale brings us an easy to understand guide. With this guide, he walks us through four steps to create a strong cross-channel strategy so that you can get more out of each of your advertising channels.
- 05 Sep
The Complicated Relationship Between Social Media and SEO
by Kipp Bodnar
Inbound marketing is in the middle of an interesting evolution. While search has traditionally been a major source of traffic and leads for businesses leveraging online marketing, that is changing. Now, with the growth of social networks, social media marketing is becoming even more important.
But, Which is More Important?
The answer? Both can be key to your strategy. They both can, and should, work together. But the key to understanding how and why they need to work together is to think about the problem both search and social solve. They both offer information discovery. And, leveraging both strategies will give you more chances for audiences to discover your brand.
As a marketer, how can you integrate your efforts across both platforms? To find out and to learn how to apply this to your unique business environment, read the full article at the HubSpot Blog
- 26 Aug
Conversion Rate Benchmarks Report: How Do YOUR Conversion Rate Compare?
by Connor Bond
Here’s a bit of wisdom for you. Impressions and clicks don’t keep the lights on. If that were the case, everyone would be running a successful small business.
You Can’t Manage What You Don’t Measure
Whether you’re in lead gen, or managing your business’s online accounts, it means keeping tracking of a bunch of different metrics. You may already try to keep track of your progress. You may even go so far as to use search impression share to judge how well you’re performing. But, measuring your click-through and conversion rates are about the only way to really determine how compelling your ad copy, content or offer really is.
And one way to measure your success is to compare with industry standards and peer performance. It is the one measuer that allows you to benchmark how your conversion rates compare. And each year, WordStream creates a guide with the goal to provide the essential conversion rate benchmarks you need. And this year is no exception. To see the report and to measure how your results compare, read the full article at WordStream.com
- 28 Jun
5 Strategies to Target Your B2B Audience Online
B2B audiences aren’t always extremely easy to find, but they’re out there just as often as B2C audiences are. We marketers just have to look a bit harder for them. And that means that B2B advertising has a unique challenge in digital marketing.
If you sell a product like socks or toilet paper, you know nearly everyone on the planet uses them, or we all hope they do. So your audience is everywhere. That’s the case for many B2C offerings. The target audience feels like they’re all over the place.
For B2B, That Feeling – and the reality – Isn’t Even Close to the Same
So what gives? Do we just take our ball and go home? Of course not! And that’s because your users are also all over the web, just like B2C audiences. The only difference: We have to work harder to find the proper targeting options. So what can we do? To find out, read the full article at WordStream.com
- 26 Jun
4 Keyword Research Strategies to Find Your Product-Market Fit
All too often, keyword research is seen as only useful for SEO. And, therefore, is considerd to only be useful when driving growth for an existing business. It seems that a lot of people see keyword research as something that comes into play only once your business has already created its products. But what if we have it all backwards? After all, there’s little-to-no ROI in getting eyeballs on a product people don’t want.
Why Use Keyword Research for Product-Market Fit?
Product-market fit is one of the first things to think about when you start a business. And ideally, you never really stop thinking about it. As your audience grows, their demands change. And their needs evolve. So, you’ll need to constantly adjust your strategy so it serves them best.
This may all sound complicated, and it can be. But not if you stay in tune with what your market wants and needs. And keyword research lets you do that at every stage of business growth. And, to learn how to put this all together for your business, read the full article at WordStream.com
- 08 Jun
Bing PPC Ads: How They Work and How It Compares to Google Ads
For most of us in marketing, when we talk about Pay-Per-Click, we usuall think of Google. Alternatives to the search giant are either not considered or relegated to a minor role. But, Bing, the search engine is powered by Microsoft, strives to outdo Google at every turn. And it has some value that we may not have considered before.
Bing, Working to be The Giant Killer
It’s an ambitious goal. But, there is one place where Bing differentiates itself is through its Pay Per Click ads or PPC. While Google Ads offers a popular PPC feature, Bing’s has unique advantages that distinguish itself from the search engine giant. And, if you’re the cost-conscious owner of a small- to medium-sized business, you may be more interested in Bing’s PPC benefits than Google’s.
To find out why and to see a break down how Bing PPC ads work, as well as how they compare to Google Ads, read the full article at HubSpot.com
- 17 Jan
Why Consumers Click on Paid-Search Ads
by Ayaz Nanji
Wouldn’t it be great if we could figure out why people tend to click on certain ads? Now, that would be a worthwhile set of insights. It could even let us begin to mold our ads to more accurately match buyer preferences.
Well, as it turns out, there was recently a limited consumer study conducted by Clutch. They looked into that very question. The report [download available] was only based upon a survey of 506 people. They focused on people who clicked on at least one online search ad in the past month.
Now, while this is a small number, there are some extremely valuable insights within the study. For one, consumers say the main reasons they click on paid-search ads are that the units directly answer their search queries. They also say that they responded to ads that mention familiar brands.
To see more of the data, charts and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. A Free MarkeitngProfs Registration may be required to read the full article.
- 26 Dec
Inquiring Minds Need to Know: Is SEO Dead Or Is It Just Evolving?
by Joe Cox
The question remains, is SEO Dead? Or is it just evolving? Is it changing to such an extent that many may consider it to have died?
The question of whether SEO is dead or not is a misleading one
Saying SEO isn’t dead, doesn’t answer the question of why this idea is being banded around so much in the first place. And, if SEO’s death is, in fact, a byword for rapid and unprecedented change, then a more pertinent question to ask might be ‘what has changed and why?’ A further examination of this might lead to another question – ‘are these changes the result of internal or external influences?’
To learn more about the evolution of SEO and explore the why’s, the how’s, the when’s and the what next, read the full article on Jeffbullas’s Blog.
- 13 Nov
Which Google Ads Network Is Right for Me? A Pocket Guide
Search. Display. Shopping. YouTube. Each Google Ads network represents unique value. You know your niche, the makeup of your business, and what you want out of your campaigns. But you’re working with a finite budget, and you want to maximize the return on every ad dollar you spend. So, the million-dollar question remains. Which network should your ads live? Or better yet, how do you allocate funds across these networks to maximize ROI? Is PPC just a giant game of Bingo?
Short answer: kind of. But it doesn’t have to be frustrating.
Especially if you’re on a budget—which, on some level, everyone is—choosing the right Google Ads network for you can feel a little like buying a car. You want to leave the lot with a vehicle that, over time, offers the most valuable return. Leave with the wrong vehicle—or, in the case of the advertiser, spend your budget in a network that doesn’t allow you to meet or exceed your campaign objectives—and you’re stuck with an asset you’ll want to lose as soon as possible. In either case, it can feel like there’s little room for error.
So, to give you a big of guidance, WordStream came up with a complete pocket guide to choosing the Google Ads network that works best for you. And to get a quick look at how they shake out, read the full article at WordStream.com
- 13 Oct
5 Ways to Increase Your Mobile Conversion Rate
by Brad Smith
Even though mobile traffic surpassed desktop traffic way back in 2016, many advertisers are still treating their campaigns with a desktop approach. They optimize their campaigns, ad groups, and landing pages for desktop first. Thinking that then they can start to bring in mobile traffic on the side.
But, that simply doesn’t work anymore
Now, it seems that mobile users have vastly different behavior than desktop searchers. Using the same strategy across devices isn’t viable. And in support of this idea, recently WordStream released some new data on average mobile ad conversion rates. And the data revealed that the conversion rates vary widely based on what kind of ad we’re looking at. So, that means that you can’t even generalize across all mobile ads; the type of ad you’re using makes a big difference too.
Today’s PPC marketers need to optimize for mobile users and improve the conversion experience on smaller devices. Here are five tips to maximize conversions on your mobile-targeted search ads starting today on WordStream.com
- 08 Aug
How to Do Keyword Research for SEO: A Beginner’s Guide
by Rachel Leist
Google always manages to keep us on our toes with all the algorithm updates they keep rollin’ out. But, one thing has stayed pretty consistent for inbound marketers looking to optimize their websites for search: keyword research.
Yep, the need to do keyword research has stayed the same. But, how you actually do it hasn’t. With all of the changes Google has thrown at us and the added techniques and tools that came with those changes means that finding those golden ticket keywords has changed as well.
So, if you are wondering How to Research Keywords for Your SEO Strategy, then read the full article at HubSpot.com
- 14 Nov
Paid-Search Trends for 3Q17: Which Devices Are Driving Clicks?
- Nov 14, 2017
- Dan Hoff
- Google, Lead Generation, Mobile Marketing, Paid Search, Pay-Per-Click, Search Engine Marketing
by Ayaz Nanji
By now it should be patently obvious to every business owner, founder and manager. Mobile matters to your marketing. And if you haven’t made adjustments, you stand to loose a huge chuck of your market.
Why is That? You Ask . . .
It seems that your paid search has a far better chance on mobile than ever before. In fact, the number of clicks on Google paid-search ads originating from smartphones increased significantly. Not only did it grow between the third quarter of 2016, the trend continued the third quarter of 2017. This, according to recent research from iProspect.
The report was based on 3Q17 data from 2,500 Google AdWords and Bing Ads accounts representing more than 220,000 active campaigns in both search- and shopping-ad formats. To see some of the data and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 30 Oct
Understanding Amazon as an Advertising Platform
- Oct 30, 2017
- Dan Hoff
- Amazon Marketplace, Digital Marketing, eCommerce, Google, Search Engine Marketing, Website Conversion Strategies
Digital Behemoth or Digital Powerhouse?
However you classify it, it’s also a digital ad powerhouse. This year, about a quarter of Amazon’s US digital ad revenues will come from search placements. That means that Amazon will earn 1.1% of US search ad spending, enough to put it in fifth place after Google, Microsoft, Oath and Yelp. Now that is impressive for a company that has only recently discovered it’s ad revenue muscle.
For more of the numbers and added insights, read the full article on eMarketer.com
- 16 Sep
13 Super-Easy Ways to Immediately Improve Your SEO Rankings
by Daniel Louis
What comes to mind when you see the term “SEO“? Where do you focus all your energy when you’re trying to improve SEO ranking of your website?
Spoiler Alert: SEO is More Than Keywords . . . .
However, if you’ve been working diligently on keyword optimization but are still not getting the results you want, you may need to consider other factors that affect SEO ranking. After all, keywords can only do so much. Using keywords will get visitors to click through to your site. But that is only half the story. If you approach SEO as “optimizing your website for people who use search engines,” the notion of user-friendliness becomes an important factor.
To see some of the various aspects of website usability that impact website ranking, how to improve SEO rankings by improving website usability and what to do when there seems to be conflict between usability and SEO “best practice” read the full article on Jeffbullas’s Blog.
- 08 Aug
The Top 10 Pay-Per-Click Advertising Mistakes To Avoid
- Aug 08, 2017
- Dan Hoff
- Lead Generation, Marketing for Small Business, Pay-Per-Click, Search Engine Marketing
by Paul Granger
It’s no secret that pay-per-click advertising can offer marketers a powerful way to reach out to their target audience. One reason for this is that PPC ads aren’t just shown on the side of search engine results pages (or SERPs). They are also displayed on blogs and other websites that publish relevant ad content to their viewers. And importantly, they are also displayed in free mobile apps that make revenue by displaying relevant content.
However, there are some downsides to PPC advertising
However, when you start setting up ads, you will soon hit a wall of confusion. You will notice that there are a plethora of options that you must use or disable before you can get going. The platforms used for PPC campaigns are intentionally in-depth, detailed and can get very, very target-specific.
And with such a dizzying array of features and functionality mistakes can be made. It can take a long time to navigate your way through them all to determine which ones apply to your campaign requirements. So to help you avoid failure, here are the Top 10 Pay-Per-Click Advertising Mistakes to Avoid at JeffBullas.com
- 27 May
How to Get Started With Paid Search
All too often, companies, especially small businesses, think that if they just pay to be on a search engine, there is noting more they need to do. They think that once they are there, they don’t have to invest time and resources in search engine optimization to rank higher organically. But, nothing could be further from the truth.
How to Use Paid Search – The Right Way
It’s important to make clear that paid search is not a replacement for anything. But it should, instead, be used to complement other inbound marketing strategies. Paid online advertising takes a lot of time and effort. And done right, it takes a lot of resources, and a lot of management. And it’s something you really need to invest in.
To help you get started the right way, we’re breaking down the basics of how to use paid search the people at HubSpot have put together some great advices. So, let’s take a look at some of the useful things you can do with paid search at HubSpot.com