Markets

SEO is hard, y’all. It can take a while to start working, and then, once you get used to seeing double-digit growth in organic traffic year over year – suddenly you hit the dreaded plateau. It’s harder and harder to make serious gains. WordStream's traffic growth since 2009 See how the slope of growth is less steep toward the end? I remember the days where there were lots of spammy tricks you could use to get mediocre content to rank. (Not that I myself would ever create mediocre content....
Google’s been the big dog of the search game for well over a decade and has AdWords advertisers have primarily focused on managing their search campaigns by balancing their keywords with different keyword match types and negative keywords. However, as more advertisers begin to look to other networks like Facebook (and its elaborate audience targeting options), Google has had to get more dynamic with its audience solutions. Over the past few years, Google has introduced Remarketing Lists for Se...
It’s no secret that content marketing is one of the most effective ways to reach new customers. It drives traffic to your site, helps establish you as a leading voice in your industry, and gives audiences useful, actionable content that they need to solve their problems. But did you know there are plenty of other, not-so-obvious benefits to content marketing as well?   Today we’ll be taking a look at four unexpected benefits of content marketing. We’ll go over how these tangential content...
I say this as someone who writes about digital marketing for money: Reading can only teach you so much about how to make great Facebook ads. Doing is the best way to wrap your head around this stuff. Unfortunately, making Facebook Creative that simultaneously stands out visually, appeals emotionally, and converts can be tough. There’s generating a killer concept, deciding which type of ad to use, ensuring it passes the text-checker, setting up targeting, writing copy. By the time you’ve got ...
Launched in 2010 and acquired by Facebook in 2012, Instagram has taken the mobile photo-sharing niche by storm, with no signs of stopping soon. Thinking about using Instagram to market your business? Want to become Instagram famous? Here are the coolest, most surprising Instagram statistics and facts to know for this year. Instagram Demographic Statistics 1. 80% of Instagram users are outside of the US.2. Most Instagram users are between 18-29 years old.3. Six in ten online adults have Instagra...
Want to get away? If so, you aren't alone. Spring is the time of year when many people start researching and booking their summer travel plans. People are already searching for cheap travel deals, family vacation ideas, flights, hotels, or their favorite theme park or cruise line. And advertisers are ready: Competition will be higher than ever this year, with consumers expected to spend $381 billion on leisure travel in 2017. So how can you win over consumers? Here are 10 ideas to improve your...
Facebook advertising: We now know it bolsters the reach of your organic posts, and using the planet’s most ubiquitous social media platform to drive leads or sales also has its perks. Engaging ad formats. An unrivaled suite of targeting options. Enough campaign types to help you achieve virtually any marketing objective. They all add up to one thing: massive advertising opportunity for businesses of all sizes.   This is not a hot take: it’s consensus. Facebook’s 1.8 billion users spend ab...
There are few guarantees in life beyond death and taxes, but one thing’s for certain – some people love to dunk on good ideas.   Case in point, content marketing. Despite being a reliable, proven way to drive traffic to your site and increase leads and sales, some people just can’t help but talk smack about content. It’s too hard, it doesn’t work, there’s no point – all favored arguments of the content marketing naysayer. Shame they’re all false. Next time somebody says content ...
If you’re one of the thousands of sites using Google Site Search (GSS), you may have heard that Google is retiring the product later this year, and you’re likely wondering what’s happening to your in-site search tool. Short answer: it’s being replaced with Custom Search Engine (CSE), and you’re being opted into the new tool come April 1, 2018. This change has sparked the attention of the SEO and SEM communities alike, and there are definite pros and cons to this change for both sites a...
If you advertise on AdWords, you probably use Exact Match keywords. If you use Exact Match keywords, you probably know that Google recently changed how they define “Exact.” What you might not realize is that this change could have a [LEVEL OF FEAR MONGERING] on your account.   Whether used to bid on branded terms, top-performers, or product-names appended with high-intent modifiers, Exact Match keywords were the lynchpin of many an AdWords account; their, well, exactitude, provided ROI wher...
The luxury of “working from home” is turning into an expectation from employers. According to Forbes, 68% of U.S. workers say that they expect to work remotely in the future. It’s rare to find a company that wouldn’t allow you to work from bed when you come down with the flu, but it can be trickier to find a spot that would want you to work remotely 100% of the time. Whether it’s to feed your travel addiction, assuaging relocation fears, or the office is simply in an undesirable locati...
Late last year I wrote a blog post on the 5 questions advertisers should ask themselves each quarter. In it, I suggested seeking opportunities on new networks. Facebook and Bing? No brainers. Twitter? Eh. But LinkedIn? My feelings were, uh, strong…   A certain unicorn-hunting Thought Leader™ might have had similar feelings…   Today the fourth item can be crossed off Larry’s list. Today, I come to you a changed man, a man convinced that symphonic arthropods aren’t all Reid Hoffman and...
Media empires rise and fall, but the explosive growth in popularity of websites such as BuzzFeed and Upworthy during the past several years ushered in a new phenomenon in content – the “curiosity gap.” Mainstream media such as newspapers and magazines have long tantalized their audiences with salacious rumors and tawdry gossip to sell papers and ad inventory, but the emergence of clickbait and “snackable content” (perhaps one of the most loathsome terms in media) ignited an arms race ...
Pop quiz: After perhaps the most successful product marketing campaign in history, this company’s stock price skyrocketed from $9.08 to $16.23, a 78.7% increase. The campaign turbocharged sales 36% year-over-year. And the company grabbed 42% more market share. Ultimately, the company won a “Grand Effie” at the 39th Annual Effie Awards by unanimous decision. And today, this company keeps a tight stranglehold on its market-leading position. Figure out the company yet? Watch all 66 commercial...
It was one of Cialdini’s bedrock principles. The one that created demand out of thin air. That compelled people to finally, at long last, take action. To buy, share, and break through the inertia that prevents any change whatsoever. It’s urgency. Scarcity forces us to make a decision—to change, even though we’re hardwired not to like change. Sure, we want the upside. But we can’t stomach the downside in most cases. So nothing happens. That new pair of shoes just sits in their cart. Or ...
A nurture program is a necessary component of any business’s digital advertising strategy. It doesn’t matter if you’re peddling alpaca flannels on a one-page Shopify site or you’re hunting boomers in need of retirement savings management, nurture can help grow your brand and your bottom line. Sometimes (most of the time) people just aren’t ready to convert, to purchase your product or become a bona fide lead, after your first interactions. Depending on your industry, it could take min...
The case study has long been a staple of marketing departments everywhere. However, despite the prevalence of marketing case studies and their potential impact, most of them are dull, boring, and forgettable.   In this guide, I’ll outline everything you need to do to write a case study that prospective customers will actually want to read. We’ll cover the structure and content of a typical case study, as well as common pitfalls to avoid and things to think about before you sit down to put p...
Recent headlines and Tweetstorms about Google ads—specifically ads on the Display Network and YouTube—appearing alongside potentially offensive domains or videos have caused an increasing number of globally recognized brands to pull their whole Google advertising budget. Take Pepsi, the latest domino to fall, for example; they “just pulled all ads from Google and YouTube.” While this creates the illusion that these brands are doing “the right thing,” it’s little more than an ill-...
We have made it through the ides of March, losing an hour of sleep (though it felt like 5 hours), and winter storm Stella. Though the temperature in Boston remains at a tepid 40 degrees, spring has sprung and brought along some nice allergies…we are ready for April! Here are our best posts from March in case you missed them while out stocking up on milk and bread prepping for a spring blizzard or forgot to set your clock forward an hour. 1. Facebook Ad Benchmarks for YOUR Industry [New Data] ...
If you're the type of advertiser that has historically shied away from YouTube TrueView ads because the option to “skip” within the first few seconds seemed too risky, your approach may need to change! Later this year, you’ll no longer have the option to create unskippable 30-second ads on the platform. While Google made this decision to improve the viewer experience, YouTube advertisers might understandably be a bit worried about how they’re going to capture a viewer's attention in a ma...