Markets

We’ve already talked broadly about some of the new AdWords (and AdWords related) features revealed this week at Google Marketing Next. The event featured a bit of everything, from shiny new toys (circuit boards! New Google properties! Voice stuff!) to puppies. Unfortunately, despite fanfare and legitimate use cases for everything revealed, most AdWords advertisers aren’t going to notice the new stuff at their disposal; many won’t take advantage of Life Event targeting (sad!) and fewer stil...
For years, advertisers have used sales and promotions in their ad copy to attract new visitors to their site. And while that was a popular and usually successful strategy, it wasn’t without its disadvantages. Even with expanded text ads, highlighting a promotion used valuable, limited characters in an already short text ad. Additionally, creating and managing multiple promotions creates a lot of extra work – marketers had to duplicate different text ads for different promotions, which were o...
Link building is hard. And it should be. Links are supposed to be granted editorially, not something anybody with $5 can buy in bulk. Search ranking survey data via Moz But links became a commodity once every SEO and his cousin learned that links are the most important Google ranking factor. Quality? Pffft! Quantity was all that mattered for many link builders. At least until a little thing called Penguin came along. Google's Penguin algorithm torched a lot of websites who were artificially inf...
Every spring, Google unleashes a slew of big announcements. One year, the big announcement was Enhanced Campaigns. Last year, they dropped the spectre of Expanded Text Ads on us. Today, our own Mark Irvine was live in person at Google's Marketing Next event in Mountain View to get the scoop on what big changes and new features are coming to AdWords, and we've got a roundup of all the updates right here. Between sweeping aesthetic alterations, a bunch of new audience features, and oodles of buzz...
As I was writing this post, I reached out to coworkers and friends to screenshot their favorite Instagram ads. The responses were, unfortunately, lacking to non-existent.  When I kept bugging them, most responded saying that they either only saw terrible ads, or none at all. Which got me thinking… The best Instagram ads don’t look like ads at all. They look like Instagram photos. Kind of like the best movies we see are those that we can relate to—the best acting mimics real life! What we...
Competing in Google Shopping is hard. If you want to succeed as a retailer a successful strategy is essential, especially when you consider the fact that 56% of Google PPC budget is spent on shopping. That’s right: In the USA, Shopping is more popular than search. To help you get the most out of Google Shopping, our friends at London-based digital marketing agency Clicteq have put together an infographic outlining some advanced techniques that advertisers can leverage to find success in the h...
Hot on the heels of our first acquisition earlier this month, I’ve got more big news – WordStream has just expanded its executive team, bringing on Howard Kogan as president! We’ve been growing like crazy lately – in fact we were just named the 16th fastest growing private company in Massachusetts, thanks to our growth rate of nearly 400% over the past three years. In December, we moved into a new office space to make room for all these new employees. At our all-company meeting each mont...
Publishers publish. They don’t necessarily promote. They might “distribute” (heavy on the air quotes). But…to where? Borders?   Oh that’s right. They don’t exist anymore. And good luck finding a Barnes & Noble or any other needle-moving retail chain out there. You want a bestseller? The fact is, you’re gonna have to roll up your sleeves and make it a bestseller. And you can do that by thinking like a smart marketer. The time to think about promoting your book is before it come...
If an advertisement or a content piece lacks a great headline, it doesn’t matter how good what’s inside is. You might as well toss out the effort you spent writing it and setting up your campaign. There’s no sense in dedicating any time to creating content or running ads if your headlines aren’t compelling. It’s like writing a wonderful book and giving it an awful cover. Potential readers won’t click to read more if there’s nothing to pique their interest. (For example, if this pos...
Is Quality Score some sort of pseudoscientific Google voodoo? Debatable. Is it important for AdWords users attempting to gauge their PPC success at a granular level? Mm-hhhm. Did something important happen recently with Quality Score or something? You betcha. That’s right: Google just updated its reporting on Quality Score.   The new Quality Score reporting in AdWords You see, back in the day (yesterday), if you wanted to learn more about why your Quality Scores were sucking or soaring, you h...
PPC is all about constantly innovating, testing, measuring, and improving. That means leveraging all the latest ad features and formats, exploring new ad networks, and implementing new strategies. So what's been working for PPC marketers this year so far, in Google AdWords, Bing Ads, and elsewhere? To find out, we asked four of the best to share what new things they've tried out so far this year and had success with. Less whining, more wining These four leading PPC marketers were kind enough to...
Little-known fact: about a third of WordStream’s customer base consists marketing agencies that use WordStream Advisor for Agencies to better serve their clients. We got to thinking – wouldn’t it be great if we could tap this group of customers to learn more about what makes the typical agency tick these days, then share that data with our customers and other readers? So that’s just what we did! We sent a survey to our agency clients and collected data from almost 200 marketing agencies...
For some businesses expanding their online marketing, the best way to bridge the knowledge gap is to leverage award-winning software. For others, though, turning the keys over to the experts makes more sense. That’s exactly what Travel Nation did in 2014 when they signed on with WordStream as a Managed Services client.   The UK-based travel and tourism company, which specializes in creating fully customized holidays to destinations all over the world, was growing too quickly for the in-house ...
People love free stuff. It’s not just people who are into “extreme couponing,” either. Almost everybody loves the chance to snag some free swag, whether it’s a buy-one-get-one offer on coffee at the local supermarket or the chance to win a year’s supply of free oil changes.   Marketers don’t tend to like using words such as “manipulate” to describe what they do, but when it comes to pushing your audience’s buttons, manipulating – sorry, leveraging – people’s desire to ge...
AdWords offers many different bidding strategies for advertisers to use to achieve their goals – whether they choose to bid for a target location on the SERP, a target CPA, or prefer to pay for views of their video or display ads. But most advertisers rely on cost-per-click (CPC) bidding to hit their goals, so much so that we often refer to AdWords as a PPC, or pay-per-click, platform. However, as advertisers’ accounts grow in size and complexity, it can be difficult to manage an ever-growin...
The pace of growth here at WordStream over the past several years has been phenomenal to experience. We’ve been named to the Inc. 5000 list of America’s fastest-growing private companies four years in a row, and in December we moved into an amazing new office space with more capacity to support our growth plans. Today, I’m very excited to announce the beginning of our next phase of growth: We’ve just acquired Algorithmic Ads, a California-based company that has developed software to hel...
Starting in June, Snap Inc., the parent company of the popular mobile app Snapchat, will begin offering advertisers a suite of self-service advertising tools. For the past few years, Snap ads have been available to big brands through large media buys accompanied by a Snapchat sales rep, or third-party software providers that plug into Snapchat’s advertising API. To invest, your company had to fork over hundreds of thousands of dollars on custom campaigns, often executed and run by third partie...
Here at WordStream, we know how difficult is it to find the right person to fit a position and a team. Especially when your company is rapidly growing and you’re interviewing for multiple positions at once, it can be hard to keep up! The marketing team is hiring for several roles right now, and we were lucky enough to receive interview training from our lovely recruiter, Michelle Cataldo, and our great HR manager, Hillary Reilly, and wanted to share our wealth of new-found information. In thi...
No business leader would ever say there is some information he or she just doesn’t need to know. Information is power, and one of the most important elements of Internet marketing is the depth of the information business leaders can gain from it. Unlike the scattershot approach of traditional media marketing, Internet marketers can drill deep into the data they collect about their customers and potential customers. Or rather, they can, but not all of them do. What Is Lead Validation? Lead val...
With over 150 million monthly active users and 9,700 pins every minute, Pinterest is the eighth largest social network in the Western Hemisphere. Many companies still believe Pinterest is a fun social network that people only use on the weekends when they have nothing else to do. There's plenty of data that disagrees with this idea. With an $11 billion valuation and $300 million in revenue in 2016, Pinterest is a social network that means business. If you don't believe me, then read the rest of ...