Smart marketers know Google AdWords is an essential part of a strong B2B marketing strategy. Since Google searchers are actively looking for either pertinent answers or solutions, marketers can quickly capture their attention and convert them to leads with search engine marketing (SEM) campaigns—as long as they take the right approach, of course.
As an inbound marketer with only so much budget to spend on pay-per-click advertising, you want to get the most bang for your buck. That's why many marketers are choosing to spend a portion of that budget on Google AdWords.
With over 2 billion searches every single day, Google is by far the most used search engine on the web -- and your customers and prospects are likely using it to search for content related to your business.Read More
If you’ve searched Google recently, then you may have notice something different. In the past, searches for products pulled up two or three paid ads in the search results, and then along the right side of the screen, more paid ads were displayed. Those right-side ads? They’re gone now. In their place is an opportunity for ecommerce companies.Read More
When it comes to creating a Facebook ad for your business, there are a lot of different things to consider.
How much text should you include? What dimensions should your images and videos be? What's the difference between a desktop News Feed ad, a mobile News Feed ad, a right column ad, and an Instagram ad? How does the auction and billing system work?Read More
No matter how many free tools crop up for ecommerce companies, a paid ad is sometimes the best bet for driving new traffic to your website. The problem is that other ecommerce and even brick-and-mortar competitors are using the same search terms and keywords you will. Not only do you need to know how to build a campaign through Google’s AdWords product, you also need to know how to stand out from the crowd.Read More
This holiday season, you're probably focused on reaching new customers and reeling them in with dazzling specials. Reaching out to holiday shoppers who need your help making good decisions on purchases for others is a great way to boost your bottom line, but what about all those shoppers who went before? What about the buyers you reached out to last holiday season but then never heard from again?Read More
An effective content strategy doesn’t rely on only one tactic.
Generating qualified leads requires you to regularly publish compelling, valuable content, explore guest blogging opportunities, identify co-marketing campaigns, and devise a strategy for promoting said content.Read More
Inbound marketing campaigns are made up of a lot of different elements, making it easy to forget a piece of the puzzle if you're not careful.
Did you send a well-segmented email? Do you have engaging tweets and Facebook posts going out at optimal times? Did you optimize your blog posts and landing pages for search? What about ads? Are you running those?Read More
How do our brains react to advertisements?
Well, it depends on the ad. It takes 250 milliseconds for the brain to absorb visual cues, but only 13 milliseconds for images to elicit emotion -- even if you aren't fully absorbing what you're seeing. So if you want to create more effective advertisements, you should use design and copy that foster an emotional response in your viewers.Read More
When setting up a paid Facebook ad, there are a lot of boxes to be checked.
Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing.
With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts.Read More
Google has many different sources of revenue, but one of their most noticeable is the ads that appear next to search results for specific keywords. How much that keyword costs depends, in part, on how often people search for it -- the more people search for a certain keyword, the more expensive it is.
If you've ever wondered what the most expensive keywords on Google are, then look no further than the infographic below from WebpageFX.Read More
According to retargeting platform AdRoll, only 2% of shoppers typically convert on their first visit to an online store. That's a lot of people slipping through the cracks. What's a marketer to do?
Enter retargeting. Retargeting allows you to zero in on those 98% of visitors, giving them a second (and in some cases third, fourth, and fifth) chance to convert. Here's how retargeting works: It allows you to show targeted ads to potential customers via search, social media, and other websites. They see them, click back to your website, and then (hopefully) convert.Read More
How much money do you think you're wasting on paid advertising?
A new study from ANA, in which online ad purchases by 36 major U.S. brands were tracked between August and September 2014, found that 11% of online display ads and 23% of video ads aren't actually displayed to real people. And it's estimated that advertisers could lose more than $6 billion globally to ad fraud in 2015.
If your marketing team is paying for online advertising, you want and expect the views and clicks on your ads to be coming from humans -- real consumers who could potentially buy your product or service somewhere down the line.Read More
You know content marketing works, so you've been plugging away at blog posts, ebooks, and other valuable, educational content for your potential customers.
And people come -- they find your content in search results and in their social media feeds. But they may not fill out a form and become a lead right then and there. It's not always because they're not interested in yourRead More
Do you believe in unicorns? As an AdWords advertiser, you might be surprised to learn that unicorns walk among us, stealing away impressions and outpacing our performance by two, three, or even six times!
AdWords unicorns are fantastical, magical creatures, accounting for the top 1% of all ad clicks in the auction. How do the unicorns do it?Read More
For startups looking to get going with PPC, it can be overwhelming. There's so much data that can be used and so many factors to consider when setting up PPC campaigns, not to mention the cash concerns that come with any startup.Read More
I’ll save you some (well, a lot of) time by cutting through the noise and covering the top-four most impactful changes of 2013.Read More
Retargeting is a paid search marketing strategy whereby website visitors are identified and remarketed to using search or social media ads. In other words, retargeting is a way to reach specific audiences who've already shown interest in your business. As online marketing methods converge and we find new and creative ways to stay connected with our audience, retargeting is something every content marketer should do.Read More
In late October, Google quietly announced a change to its Ad Rank algorithm that represents a huge shift in the way it evaluates and ranks paid search ads.
What’s going on? Why would Google make this change? And how will it affect the typical small business advertiser? Let’s take a closer look.Read More
These five rookie mistakes are the difference between high-performing accounts and ones that fail. If you’re not happy with your PPCRead More
Even though I think Google AdWords is one of the greatest advertising systems there is, I’m the first to admit that Google makes it really easy to waste your money. A lot of the default settings in AdWords are there to maximize your reach -- which is great if you want the highest possible number of clicks.Read More
One of the biggest missed opportunities for nonprofits is Google for Nonprofits, which includes a free membership and access to a variety of products including Google Grants,Read More
Recently, Google announced a change in the way Quality Score would be reported within AdWords. The change, which they’re reportedly doing for more transparency, is supposed to tie your reported Quality Score -- the figure between 1 and 10 that you see in AdWords -- more closely with your actual Quality Score -- the figure that gets calculated each time you enter the ad auction.Read More
In PPC, there are lots of metrics to track, so it can quickly get confusing and then overwhelming. Marketers often ask me, “What’s the one metric I should optimize for? I just want to know the top one or two levers I can pull to make a difference!"
In my experience, looking at thousands of Google AdWords accounts and billions inRead More
Practically anywhere the eye can see, there's an ad begging for a second look. Whether it’s commercials, online ads, or those poor faces racking up "impressions" on bus benches, there’s no doubt we’ve grown a sense of numbness toward marketing messages over time.Read More
This past February, Google AdWords released new Enhanced Campaigns in a bid to dramatically simplify the work needed to build, manage, and measure the impact of mobile search advertising campaigns. And on July 22nd, all AdWords accounts will be upgraded to reflect these new formats. Are you ready?Read More
Ready to get your hands dirty with some Twitter advertising? Now's your chance! On April 30th, Twitter announced that advertising would finally be available to all users in the U.S. through the launch of its new, self-service ad platform. Previously, advertisers had to be invited to use Twitter ads -- and spend a minimum amount of money per quarter -- through the full-service platform.Read More
Recently, the Harvard Business Review ran an article posing a question that many marketers have asked themselves: Do paid search ads even work?
The article, titled "Did eBay Just Prove That Paid Search Ads Don't Work?", outlined how eBay determined through internal research that paid search is ineffective for the auction giant. In summary, eBay did the math and determined that the cost of its paid search advertising outweighed the benefits to the company. So today, unlike other major retailers -- like Amazon or Walgreens -- whose listings appears in both the paid and organic results, a Google search for eBay now generates only organic search results. But, as the article suggests, that may soon change as other retailers take a page from eBay’s book.
As Facebook grows as a social network, marketers and advertisers are likely to flock there to experiment with a new way to reach people. In fact, according to a Vizu/Digiday study via eMarketer, 64% of U.S. advertisers are upping their social ad budget in 2013. But with over 1 billion people using Facebook, how do you find the right people?
So I'm scrolling through the news this morning, and you know what I saw? News of another Facebook feature test! And this one's definitely an interesting one -- an ad ROI tracking tool.
They will begin rolling the tool out on Friday, and it will allow advertisers to track the actions of Facebook users post-click . Pretty groovy, eh? This tool will help advertisers track conversions to their external pages, and allow all businesses to track their success on Facebook.
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