Markets

Instagram has become the go-to place for visual content marketing. It’s a veritable mecca for media, with over 600 million engaged users sharing nearly 100 million photos and videos with their friends, fans and followers every single day. Between Instagram Stories, Instagram Live, Carousels and more, the visual media platform is constantly introducing new ways for users to explore content creation. As a business, it can be tough to keep up with these trends and tools. Sometimes, though, all yo...
Not all shoppers or would-be shoppers come to the search box with the same level of commercial intent. So how do you optimize your shopping campaigns for users at different stages of the purchase path? Implementing different bids for different user intents can help you get the most out of your paid shopping campaigns.By combining multiple shopping campaigns with strategically placed negative keyword lists, you can separate out the best, average and worst traffic to significantly raise sales with...
Viewing on mobile? Check out our new tools here! If you’re new to paid search advertising, or just onboarding new clients with your agency, figuring out how to measure success can be challenging. We all want to create ads that have high CTRs and chart-breaking conversion rates, but a good metric in one industry isn’t necessarily good in another—in fact, it can be difficult to know what a good CTR is in your own industry. Which numbers should you be looking to beat? Our fantastic data sci...
SMX is a must-attend conference series for any search professional, and a staple of any SMX show is a highly anticipated keynote by a top Googler. Well, Tuesday morning at SMX West in San Jose was no exception. Google’s own Jason Douglas took center stage to kickoff SMX and reveal how the search giant plans to change the search experience – both on and off the SERP – in 2017.               Image credit: Thomas Ballantyne Voice Search Is The New Focus for 2017 We may have stopped cal...
It’s not unusual to have things get a little…confusing on St. Patrick’s Day. Maybe your speech falls apart, your words fall out of order, and some of what you say might get misinterpreted. Well, Google announced changes late Friday afternoon to how they define keyword match types, and PPC advertisers can now expect this kind of behavior every day from their exact match keywords. What’s Changing with Exact Match Keywords? Advertisers have relied on match types since the dawn of AdWords to...
In a way, AdWords is a lot like college. You show up on day one doe-eyed, forced to decide whether you’d rather dominate the books or the beer pong table. (If you’re a savant, perhaps you’re capable of doing both simultaneously.) If you study and learn and adapt and grow, you come out the other end successful – in college, this means a degree; in AdWords, it means obliterating your KPIs and your business goals. Unfortunately, there’s another path, too. A dark, treacherous, expensive p...
Note: This post and the accompanying infographic were originally published by our friends at Hatchbuck. They are republished here with permission. Keeping all of your marketing ducks in a row is no easy feat for a small business owner. You most likely run a tight ship and don’t have the personnel or budget resources to shell out for countless expensive marketing tools. The good news is that there are plenty of affordable and effective tools out there to help you optimize your marketing efforts...
You start with a few formulas, and then you tweak – insert a power word here, take advantage of expanded headlines there. Whatever it’s gonna take to hit chart-topping CTRs. Results all come down to your ad text at that point. That simple string of characters acts as a catalyst, leaping off the page and into a viewer’s brain to motivate, inspire, scare, or forcibly push them through the formidable couch-bound inertia that keeps people from making any changes at all. But no one teaches thi...
Most of your content is DOA: Dead on Arrival (or maybe Donkey on Arrival). Individuals, businesses, and brands are producing a ridiculously enormous amount of content every minute. That means your content is getting lost in the noise. But wait. Every marketing expert ever agrees that the secret to content marketing success is creating quality content. And you're creating quality content, right? So ... why are most of your content still failing? Simple: Your definition of "quality content" is co...
Every year, as we spend more time on our devices and on the go, our search intent increasingly becomes more local. Google knows this all too well and it continues to give advertisers new tools to target local users, ad extensions to show location and affiliate locations, and ways to measure in-store visits spurred from our actions on the SERP. But as we become more connected with our phones, Google knows that even if we’re searching more locally, we’re spending far more time in apps than bro...
“The destiny of Google's search engine is to become that Star Trek computer, and that's what we are building.”   This was what Amit Singhal, the head of Google’s search rankings team, famously said about the future of Google’s search technology during a conversation with Guy Kawasaki at SXSW Interactive in 2013. During the past decade, Google has taken several bold steps toward this lofty, ambitious goal, and one of the most exciting advances has been in the field of voice search and na...
We keep it no secret around here that Google search is big business. With a healthy majority of the search market share across the globe, it’s critical for businesses to be present and successful when their prospects are searching on Google. Via Statista But as large as the search giant is, it’s not a monopoly on the media your customers consume! Google’s most obvious competitor, Bing, makes up roughly 1/3 of the US market share. Showing up on the Bing SERP is certainly important in its o...
Twitter is still the easiest social network to use to find and converse with just about anybody - celebrities, experts, prospective clients and employees alike. All you need is the right set of ideas and tools. Here are five workable hacks for prospecting using Twitter. 1. Build a Twitter search funnel that automatically qualify prospects Twitter is a pool of expressed opinions and important questions. You simply need to a way to identify the right ones that point you to your prospects, and Twi...
The temptation to sell stock in a company that has already rendered you a meaty profit can be significant. It's easy to get caught up in the feeling of being fortunate enough to have hit a winning position, which tends to ignite the fire to sell and preserve said profit. Before you jump in and initiate your profit-taking process, you might want to pause and consider whether or not selling is the best option. Here are a few things to consider. 1. The Why - There's a reason why your stock has b...
There’s none better than David Ogilvy. He literally wrote the book that defined an entire profession, and it’s as relevant today as it was thirty years ago when first published.   Not bad for a guy who first entered the business at the tender age of 38! Ogilvy practiced his craft in the Golden Age decades ago. Yet his principles still apply. His sales tips still work. His quotes are still poignant. Here are 10 of David Ogilvy’s best advertising secrets that can still increase your results...
As digital marketing evolves, we continue to see trends favoring video! Here are some quick and easy stats to use to convince your boss to invest in that video project, YouTube ads, or simply qualify your Snapchat habit. Video Marketing Volume Statistics 82% of Twitter users watch video content on Twitter YouTube has over a billion users, almost one-third of total internet users. 45% of people watch more than an hour of Facebook or YouTube videos a week. More than 500 million hours of v...
They’re the unpronounceable backbone of the internet. The space between image and video. The troll fodder littering the Twittersphere. We’re talking GIFs, people, and they’re about to launch your Facebook ads’ click-through-rates higher than a Boulder-based astrophysicist. While the majority of your GIF-usage to this point has likely consisted of emotive responses that simply couldn’t be expressed through words…   Or hypnosis at the altar of exceptionally metal Marshawn Lynch highli...
Search marketing is so awesome because it's efficient – the ROI is measurable and tangible. Those big brand advertisers – the ones spending millions to advertise on TV, radio, and billboards – what do they know? What a waste of money, right? Well, if those formats are so useless, why are the big companies pouring so much money into these ads every year? What do they know that we don't? Well, maybe they know that if consumers have never heard of you, they won't search for you when they nee...
In this world of digital consumers, everyone’s competing for attention. According to Invesp, the average person is served 1,700 banner ads per month, yet only half of those ads will ever be viewed. In a saturated environment such as the food and restaurant industry, new names often get lost in the sea of competition. If you fail to impress, your hard work in creating your restaurant ad will go to waste. Laid the groundwork for your next food ad campaign yet? Whether you are launching a new me...
Marketers and small businesses love running Facebook ads because they yield fantastic results at a low cost. Plus, Facebook ads are also really easy to run...right??? Did anyone out there (especially designers) just sigh? As the Director of Marketing for a small business, I am also the entire Department of Marketing, so I personally create our Facebook ads from strategy to design to implementation. As a Creative at heart, I enjoy the graphic design part of my job and yet, I dread the days I hav...