Earlier this week, Twitter announced a new feature called 'Stickers'. Essentially, theses are a mash-up of hashtags, emoticons, and Snapchat filters all in one easy-to-use photo features.
The post Twitter Announces Searchable #Stickers: Are They The New Hashtag? by @dantosz appeared first on Search Engine Journal.
The ability to plot multiple destinations on Google Maps has come to Android.
The post Add Multiple Locations to Your Trip on Google Maps on Mobile by @SouthernSEJ appeared first on Search Engine Journal.
Google has introduced a new feature to its search results that will be helpful next time you have to look up information about an earthquake in your area.
The post Google to Provide Timely Information About Earthquakes by @SouthernSEJ appeared first on Search Engine Journal.
For those of us who have been using Twitter for years, it’s easy to forget that Twitter can be a bit confusing at first. What should you tweet about? When should you tweet? How do you know if you’re doing a good job on Twitter? With the launch of a new desktop and iOS app called Dashboard, Twitter is trying to help busy SMBs engage with their current customers and reach new customers. How To Get Started With Twitter Dashboard If you’re an SMB and new to Twitter, it’s easy to get set up. Start by heading to dashboard.twitter.com or downloading […]
The post Twitter Dashboard: New App Helps SMBs Write, Schedule, Track Tweets by @DannyNMIGoodwin appeared first on Search Engine Journal.
Finding local businesses is rapidly becoming what the internet is for. In this article we will take a look at how you can leverage citation building to win at local search.
The post Citation Building is How Customers Find Local Businesses by @DholakiyaPratik appeared first on Search Engine Journal.
A working vacation seems like a pipe dream. Hence, Lee Wilson explores five essential tips for a successful working holiday.
The post On the Road Again: 5 Tips for a Successful Working Vacation by @LWilson1980 appeared first on Search Engine Journal.
Have you ever lost hours watching Antiques Roadshow marathons? Or do you lead a substantially more exciting life than I do?
I can’t help it; there’s something so compelling about finding treasures in your attic. That ashtray is really a Civil War-era candy dish! That punch bowl is really a 12th-Century chamber pot (we sincerely hope you washed it first)! Even though the most exciting thing I ever found in my attic is a dead squirrel, it’s fun to dream.
Think of your existing content library as one big, overstuffed attic. All the great stuff your team has written is still there. It may occasionally attract a visitor or two, but for the most part it’s just collecting virtual dust. So why are we in a constant mad dash to create new content? For most organizations, there is plenty of value left in the old stuff. With the right repurposing, content that proved valuable to your audience once can attract a new wave of traffic.
Repurposing your old content isn’t a lazy or cheap move. Odds are your audience has grown since you first posted it. And many might have missed your first round of amplification. Still others didn’t read the blog post, but would be eager to consume the content in another format.
In short, if a post is still relevant and valuable to your audience, it’s just as much a treasure as that ancient chamber pot/punch bowl. Here are five ways to take your treasures out of the attic and on to the roadshow.
Every once in a while, we marketers get a lightning-strike of a post. Sometimes we even do it on purpose. We write something so useful, so comprehensive, so definitive that it stays relevant and attracts traffic for years. That’s evergreen content, and it couldn’t be easier to repurpose it: just post it again on all of your social media channels.
Many marketers feel guilty about reposting, or worry about boring their audience with reruns. But the hard truth of social media is you only reach a fraction of your audience with any given post. And the hard truth about your audience is they most likely haven’t read every post on your blog. So there’s a vast untapped market of people who have no idea this great resource existed and would be happy to hear about it. Pull a few stats and quotes from the piece, make some eye-catching social media images in Canva, and share away.
Just below the evergreen content in ease-of-repurposing are posts that were popular when first posted, but have lost relevance over the months and years since. They may have old statistics, broken links, or embarrassingly outdated pop culture references (Gangnam Style, Harlem Shake videos, etc).
Still, it’s far simpler to refresh these pieces than create something from scratch. Add new visuals. Get up-to-date stats. Add a section on new developments. Remove the Ice Bucket Challenge reference. When you’re done, you will have a like-new piece with a fraction of the work, all ready to provide value to a new audience.
Let’s face it: Most organizations got into some shady business when SEO-driven content first became a thing. Back when it was all about quantity, we might have put out five shallow 300-word posts instead of a deep 1500-word one. Or we might have posted the exact same ten tips in three different posts, with slightly different keyword stuffing.
It’s okay. We all have our embarrassing phases. But it’s time to polish up that thin and repetitive content. Google is watching, and the quality of content on your site will affect your ranking, for better or for worse. So get rid of repetitive content, making sure to 301 redirect to the one version you plan to keep.
Then take your thin content and combine it, Voltron-style, into one strong Power Page. This is a good opportunity to polish and refresh, too. Not only will you avoid taking a hit for thin content, your new page can be a powerful force to pull you up in the rankings.
Have you heard that nobody reads anything anymore? Okay, that may be an overstatement. You’re still reading, right? At least, you’ve read this far. Thanks for that. Anyway, while people haven’t entirely given up on the printed word, turning text into visuals is a surefire way to earn attention from a new audience.
There are plenty of ways to go visual with old content. You can create a SlideShare that delivers your key points with well-designed flair. Pull out a few key paragraphs and make a short video out of them. Turn a how-to article into an infographic or a flow chart. Use the post as a jumping-off point for a podcast. Whichever way you go, you’ll be reaching out to an audience that might not have engaged with plain old text.
When the first Star Wars movie came out in 1977, it was just called “Star Wars.” It wasn’t until it made roughly seven hojillion dollars (adjusted for inflation) that it became “Star Wars Episode IV: A New Hope.” There’s a lesson in that for marketers, and it’s not just to be mindful of the living Force when you create content.
Say you wrote an article on Civil War candy dishes that your audience really enjoyed. After a few months, when the traffic to that article has slowed, write a new piece on Revolutionary War candy dishes, using the same basic format as the first piece. Add an editor’s note to each post explaining they’re part of your Candy Dishes of Conflict series, and link to the first post from the new one. You can drive new traffic to the old post, and encourage people to spend more time on your site by making sure each post links to the entire series.
There’s a good chance that content your audience found valuable in the past still has value for you and your readers. Some pieces may be good-to-go as-is; some will require varying degrees of dusting and polishing to show their worth. Whether you’re reposting, refurbishing, or transforming it, repurposed content can fill holes in your editorial calendar and keep your audience engaged.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing) | http://www.toprankblog.com
The post How to Turn Undervalued Content into Content Marketing Gold (The Trick is Repurposing) appeared first on Online Marketing Blog - TopRank®.
Pinterest is upping its ecommerce game. Here are the four new shopping features Pinterest has introduced to help businesses boost sales.
The post Pinterest Adds 4 New Features To Boost Sales by @DannyNMIGoodwin appeared first on Search Engine Journal.
Data collected from Glenn Gabe at G-Squared Interactive shows strong evidence that a Google algorithm updated occurred this month.
The post Data Suggests A Google Algorithm Update Occurred in June 2016 by @SouthernSEJ appeared first on Search Engine Journal.
Facebook will soon alter the way its ranks stories in the News Feed. The social network will give preference to updates from friends and family over brands.
The post Facebook Tweaks News Feed Ranking: More Friends, Less Brands by @DannyNMIGoodwin appeared first on Search Engine Journal.
Google users are receiving notifications that a new web portal has launched which, among other things, allows you to control the types of ads you see online.
The post Google Will Let You Choose the Types of Ads You See Online by @SouthernSEJ appeared first on Search Engine Journal.
Adding a clear call to action may increase your conversion rate, find out 24 more conversion rate ideas to make you site a conversion machine.
The post 25 Proven Ideas to Make Your Site a Conversion Machine by @shane_barker appeared first on Search Engine Journal.
Here are some of the guiding principles that drive the most impact for B2B online marketing, along with some tools of the trade that make things easier.
The post How to Craft an Effective B2B Online Marketing Attack Plan by @osbennn appeared first on Search Engine Journal.
As brands look to create deeper connections with their audience and publishers search for new ways to generate revenue, native advertising as re-emerged as a tactic that both can take advantage of.
For those who aren’t familiar, native advertising, also referred to as sponsored content or advertorials, has taken on many forms over the years—from advertorials in newspapers in the 1940s to infomercials and paid programming spots on television. Today, native advertising is a content marketing tactic that typically involves publishing informational and educational articles and videos (with an underlying advertising message) in print or digital publications and blogs.
For publishers, native advertising allows them to generate revenue by not only lending advertisers their platform, but also offering their editorial expertise, brand reputation and audience. For brands, native advertising allows them to create valuable content and another touchpoint within in the buyer’s journey as they work toward being the best answer for their audience.
But despite native advertising’s long history and its growth as a content marketing tactic in today’s digital world, many brands and publishers are still weary to jump on board. Publishers worry about blurring the lines between commercial and editorial, as well as their making their audience feel deceived by poorly labeled ad content, while brands can struggle with understanding how to execute native ad content and wonder if it’s actually effective.
In its inaugural report, Native Advertising Trends 2016 – The Magazine Industry, the Native Advertising Institute and FIPP – the network for global media found that while native advertising can be challenging, it still holds some great opportunities. The organizations surveyed 140 magazine executives from 39 countries to understand what they think of native advertising, how they’re using it or plan to use it, and where the greatest threats and opportunities lie.
Below are some key findings from the report—as well as some tips from me—that could help brands and publishers overcome some of their skepticisms or concerns about native advertising, or help make your current native advertising services/efforts more effective:
According to the report, 52% of publishers already offer native advertising as a service and another 37% are likely or most likely to add the option in the future. In addition, those who currently offer the service expect that 30% of their overall advertising revenues will come from native advertising in 2018, which is up from 19% in 2015.
If higher revenues are anticipated and more service offerings are being considered, that leads me to believe that publishers and their customers must be seeing value and results with native advertising.
But native advertising may not be right for every brand or publication. Both should do some research and a little testing. Determining whether its a good fit will ultimately depend on who your customer/audience is and your business goals.
The goal for any piece of content should be to inform, engage and entertain your reader–and native advertising content is no different. The survey found that 74% of publishers believe that native advertising actually adds value for their readers and viewers.
The best way you can provide a valuable native content is to understand your audience. Publishers can provide excellent insight on who their readers are and brands can use that information to see if it fits with what they know about their target audience. If it’s a match, native content will be more compelling and valuable.
Native advertising is not every reader or viewers cup of tea, with 16% of publishers saying that they’ve received customer complaints because of native advertising.
The best way to avoid ruffling feathers is to clearly label native advertising as promoted or sponsored content, as well as ensuring that the content itself is of the highest editorial standards. Readers and viewers expect and deserve transparency, and giving it to them provides value and an honest connection with your brand.
As TopRank Marketing CEO Lee Odden once wrote: “Paid content only ‘works’ if the content meets similar standards to what’s normally published through editorial filters. ‘Salesly’ content published alongside high quality editorial will be ignored or worse, cause dissension against the publication and the brand that is doing the editorial advertising.”
More than half of publishers say they label native advertising pieces as “Sponsored Content” to differentiate it from editorial content, while others use other terms or change the actual look and feel of the content to set it apart.
However, 11% of publishers say they don’t label native advertising content at all.
As mentioned above, transparency is absolutely crucial to maintain the integrity of both the publication and the brand that’s advertising. Attempting to trick readers into believing that the content they’re reading is unbiased, journalistic content will almost certainly backfire on both parties.
Native advertising content can take on a variety of forms, but there are some that tend to be the most effective. According to the report, publishers see online articles (66%), video content (61%) and printed articles (50%) as the most effective types of native advertising content.
Again, use your audience knowledge to choose the type of native content that will be the most effective.
Native advertising is meant to seamlessly integrate with other editorial content, which means storytelling is an absolute must. Unfortunately, many publishers find that convincing their advertisers to tell real stories in their native content is difficult, with 37% saying it’s one of their biggest native advertising challenges.
Using overtly promotional language is not how you tell a story—or get your audience to connect with your brand. Telling real stories is a great way to engage with your brand in an authentic way, while also providing them with information and that entertainment factor.
Download the entire Native Advertising Trends 2016 – The Magazine Industry report through the Native Advertising Institute’s website.
What’s your take on native advertising? Love it? Hate it? Unsure? Share your thoughts in the comments section below.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | 6 Things Brands & Publishers Need to Know About Native Advertising | http://www.toprankblog.com
The post 6 Things Brands & Publishers Need to Know About Native Advertising appeared first on Online Marketing Blog - TopRank®.
There is no point targeting a high volume keyword if you have little chance of breaking into the first page of Google. So how do you determine how difficult it will be to rank for a given keyword? Find out how Ahrefs can help!
The post How to Select “Rankable” Keywords to Target Using Ahrefs by @sejournal appeared first on Search Engine Journal.
The Facebook Like has a new look. The Like button, which is embedded on millions of web pages, is getting the “f” out and replacing it with the familiar thumbs up icon. The Like count will appear within the new blue button. Here’s a comparison of the current Like design and how it will change: Updating the Like button, and all of Facebook’s other social-sharing buttons (Share, Send, Follow, Recommend, or Save) with the new flat design, is part of Facebook’s effort to get more mobile-friendly. Facebook noted that 30 percent of Like button impressions come from mobile devices. “Our hypothesis was […]
The post Facebook Redesigns Like Button by @DannyNMIGoodwin appeared first on Search Engine Journal.
Google has been spotted testing out its own native internet speed testing tool directly in the search results pages.
The post Google to Test Your Internet Speed On Demand by @SouthernSEJ appeared first on Search Engine Journal.
The next time you search for the title of a song in Google, the lyrics will display directly within the search results page.
The post Google Will Now Display Song Lyrics in Search Results by @SouthernSEJ appeared first on Search Engine Journal.
All great content starts with an idea. Here are some content ideation tips to help you brainstorm awesome ideas regardless of the industry or content.
The post Content Ideation: How to Ideate Like a Pro by @amandaedodge appeared first on Search Engine Journal.
Deciding which newsletters are the “best” is admittedly subjective. Here is a list of useful newsletters and blogs that offer actionable recommendations.
The post Learn How to Grow Traffic with These 15 Newsletters by @ChuckPrice518 appeared first on Search Engine Journal.
Influencers can help your brand to create emotional connections with your audience. Use these Influencer Marketing Tips to connect and generate more sales.
The post How to Form Emotional Connections with Influencer Marketing by @shane_barker appeared first on Search Engine Journal.
Healthcare marketers are intensely aware of the changing industry landscape. From new regulations and technologies to the rise of consumerism, many find themselves retooling their strategies and looking for valuable advice along the way.
On Wednesday, June 29, 2016 TopRank Marketing and Medicom Health Interactive are partnering for a free webinar to offer that advice and help healthcare marketers navigate, adapt and thrive in the new environment.
The event will feature a deep dive into the four-must have components of an integrated digital marketing strategy outlined in our recent eBook: Patient-First Marketing: Understanding the Anatomy of a Successful Strategy.
To whet your appetite, we’ve tapped into the expertise of four awesome healthcare marketers (who also appeared in our recent eBook) to share their biggest piece of advice for other healthcare marketers.
Pamela Maas
Chief of Business Development & Marketing Officer
Gundersen Health System
Find Pamela on LinkedIn
A Little About Pamela
Pamela has over 25 years experience in marketing and takes a very results-oriented and strategic approach to all aspects including, planning, marketing research, communication plans and more.
Pamela’s Healthcare Marketing Tip
“Consumer behavior change is inevitable, but marketing involvement in digital solutions to engaging consumers in their health and wellness don’t have to be overly complicated. Stretch beyond traditional and don’t be leery of trying different approaches as there will not be one single, magic solution. Consumers needs will vary. Be thinking of building digital relationships to build loyalty, revenue will come later. And, be sure to establish measureable metrics to assess impact.”
Rob Birgfeld
AVP, Chief Digital Marketing Officer
Inova Health System
Find Rob on Twitter
A Little About Rob
Rob started his career in marketing as a Communications Intern nearly 20 years ago. His expertise includes everything from business development, to brand management, content marketing, email marketing and social media.
Rob’s Healthcare Marketing Tip
“The digital space is so fast moving, don’t ever give yourself too much credit. There is always, always, always someone who knows more than you. A thirst for learning new technologies, new platforms, analytical approaches and exploration will keep you, your projects, your strategies relevant and honest.”
Adam Lee
Regional Web and Digital Marketing Manager
Adventist Health
Find Adam on Twitter
A Little About Adam
Adam is someone that has a passion for continuing to learn as much as he can about marketing and find opportunities to develop his professional skills as often as possible. Some of his expertise includes strategic website planning, marketing strategy, email marketing, social media and design.
Adam’s Healthcare Marketing Tip
“So often, doing what’s best for the patient is also the right marketing tactic. A little more intentional crossover between marketing and patient experience would be beneficial for both groups.”
Laura Boyd DeSmeth
Director of Digital Communications – North Texas Division
HCA
Find Laura on Twitter
A Little About Laura
Laura spent over 10 years as an Executive Producer before joining the world of healthcare marketing in 2009. Her expertise ranges from content marketing and social media engagement to creating integrated creative branding campaigns.
Laura’s Healthcare Marketing Tip
“Understand your audience and whatever you do, think about how you can make life easier for them. Whether that means helping them book an online appointment or tailoring and sharing truly practical content, respect their time, don’t waste it!”
We hope you enjoyed these healthcare marketing insights from our experts. If you’re looking for more, then we urge you to join us on June 29, 2016 for our healthcare marketing webinar. Not only will you leave with actionable advice and inspiration, but you’ll also have the opportunity to get your most burning questions about healthcare marketing questions answered.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | 4 Pieces of Sage Healthcare Marketing Advice from Healthcare Marketers | http://www.toprankblog.com
The post 4 Pieces of Sage Healthcare Marketing Advice from Healthcare Marketers appeared first on Online Marketing Blog - TopRank®.
A new study reveals information about the factors behind high ranking Google My Business (GMB) pages.
The post New Study Reveals Top Local SEO Ranking Factors for 2016 by @SouthernSEJ appeared first on Search Engine Journal.
Google Keyword Planner, a tool relied upon daily by SEOs and advertisers alike, has become restricted for use only by those logged in with an AdWords account. At least that is the official word from Google at this time, but there have been conflicting reports that even those logged in with an AdWords account are not able to access the tool. What’s even more confusing is that Google’s own error message states that you also need to have an active campaign to use Keyword Planner. However, Google is contradicting itself on Twitter saying that is not true. Those who are […]
The post Big Change to Keyword Planner: Google Restricts Access to Those With AdWords Accounts by @SouthernSEJ appeared first on Search Engine Journal.
The way that marketers think about, talk about and implement SEO is constantly evolving. Blackhat SEO tactics that once were incredibly successful, no longer garner the results that they once did. Both search engines and online audiences have become much more sophisticated, forcing marketers to ditch the slimy SEO tactics and focus instead on providing real value.
According to TNW News, 47% of digital marketers name SEO as one of their most effective tactics, but 39% also identify it as one of the most difficult.
To help ease the pain, I attended a presentation last week by WordStream’s Larry Kim that shone a light on why the traditional workflow of which includes inserting keywords in the “right” places needs to change. The presentation included what Google’s RankBrain actually is and why it matters, but the bulk of the talk dug into how to change focus in the face of algorithm changes like RankBrain and why exact term usage needs to be less of a focus moving forward. Read on to get 3 tips on where to focus your SEO efforts instead.
Larry stated that “it doesn’t matter if RankBrain is an addition to the algorithm or an alteration. What matters is whether the change effects what content ranks”. In the case of RankBrain, this change certainly does matter.
RankBrain enables the interpretation of meaning. The interpretation of the meaning behind keyword searches and the interpretation of the meaning behind language used in meta, on-page, and site-wide. Beyond this, RankBrain learns about what content (and what types of content) appeals to specific search audiences in order to provide more useful, relevant search results.
Google being able to interpret the meaning of language used online makes a big difference. It means it’s easier to get your content indexed for relevant keywords, as long as that content is relevant to the search intent behind the keyword. It means inserting keywords isn’t a priority anymore – exact keyword usage does not make it easier to become indexed.
So, if we’re already indexed for the keywords we want to rank for, how do we rank? Here’s 3 tips from Larry Kim on how to switch focus away from keyword usage and indexation, and toward tactics that take advantage of the sophisticated qualities of RankBrain and how it measures and scores content quality to determine rank position.
There is a negative correlation between exact keyword inclusions and CTR. High performing meta titles (above the average click-through rate at the given position) actually tend to not include the exact keyword. This is because RankBrain enables interpretation of the meaning behind language: interpretation of both the language used in the keyword search, along with the language used on-page and in meta.
Don’t Forget: align your meta message to speak to the intent of the search audience you’re targeting in order to encourage searchers to click your result. Inserting keywords is not important, and can actually be a disadvantage.
So, you might be wondering: if I’m not supposed to insert keywords into my meta title, what am I supposed to do what it? Great question, here is some:
Use Emotional Triggers
Write headlines to an emotional persona based on basic emotional triggers: anger, urgency, fear, sadness, etc. By appealing to the emotions of your audience in a unique, catchy way, you can encourage them to click on your meta title for more.
Test with Paid
The best way to test your meta click-ability is to use AdWords to test 10 different headlines for different emotional personas. It’s a quick-and-easy 2 step process:
Be Memorable, Become Familiar
Another important factor to consider is how “non-SEO” tactics actually make a huge impact on CTR from the SERP by creating a familiarity bias. Stated simply, this bias goes like this: if you’re familiar with a brand before you search, you’re more likely to click on their result. I’ll break down his advice into 2 steps to create brand familiarity in order to dramatically improve organic CTR:
Bounce Rate
Another highly impactful factor to rank is bounce rate. There are correlations that we see in nature that are non-causal, and there are correlations we see with algorithm inclusions. The correlation between bounce rate and rank looks very algorithmic. That being said, bounce rate is the #1 indicator that searchers aren’t liking your content. Focusing on providing additional useful links to more content is a great way to reduce bounce rate and start sending positive signals to Google about the quality of your content.
Dwell Time (bounce + time spent)
The metrics Google uses to determine whether or not content is satisfying searchers are also important. Some of these metrics are not accessible to marketers with Google Analytics. An example of this is dwell time. This is the time between when searchers enter the page from the SERP and how long they dwell on the page before bouncing back to the SERP. The advice Larry gave for leveraging this information is to use the combination of time spent on page and bounce rate to determine how well the page is measuring up against Google’s dwell time metric.
Conversion Rates
Conversion rate implies content appeal too, of course. Larry’s tip: change your offer dramatically to increase conversion rate if you’re not finding success. Honing your focus on conversion rate optimization isn’t just great for appealing to your audience at the bottom of the funnel, it’s great for attracting customers through search visibility across the entire funnel as well.
Poor Performing Content
If you can’t fix it, delete it. If you have consistently poor performing content, you should “delete your bad neighborhoods”. This is because studies that look at the relevance of domain authority vs page authority for determining rank strong suggest a domain-level engagement “score”, as well as a page-level engagement “score”. If you have content that performs badly and doesn’t provide value to users, this is content that will only negatively impact what your content quality looks like at the domain level.
Larry talked a lot about CTR from the SERP in his presentation. He brought up an important question: what came first, rank or CTR? The answer is they are reciprocal. Where top rank position impacts CTR, CTR also is measured and plays a part in determining rank position. But the reason he makes this point is to demonstrate that Google is measuring what implies searcher satisfaction. CTR is just one of these measurements. Once content is indexed, CTR is not the only thing that represents content quality. How searchers behave and engage with content after they enter a website from the SERP plays a huge role in the checks and balances of identifying truly useful content for searchers.
So if you’re going to remember one thing about RankBrain: it’s easy to get indexed, but make sure you’re appealing to the search audience and their intent from SERP to site.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | 3 SEO-Changing RankBrain Tips Marketers Can’t Ignore | http://www.toprankblog.com
The post 3 SEO-Changing RankBrain Tips Marketers Can’t Ignore appeared first on Online Marketing Blog - TopRank®.
Learn the 10 crucial elements of good SEO copy as listed by Julia McCoy, and Rocco Baldessarre gives techniques to master Facebook ads strategies.
The post SEJ Wrap-Up: How to Write Killer Copy for SEO & 5 Facebook Ads Tricks You Need to Know by @megcabrera appeared first on Search Engine Journal.
Get your Super Early Bird ticket for SEJ Summit New York, and save $300!
The post #SEJSummit New York: Super Early Bird Tickets Now On Sale! by @jrdoog appeared first on Search Engine Journal.
Every website wants 1,000 pageviews, yet many never get there. Here's why your blog fails to reach the pageviews it deserves and how to fix it.
The post Why Your Blog is Failing to Reach 1,000 Pageviews Daily and 23 Ways to Fix It by @thewillrobins appeared first on Search Engine Journal.
Over the past few years, online remarketing has transitioned into a no brainer practice in digital advertising; and for good reason. Typically associated with lower cost-per-lead and higher return on ad spend, remarketing has caught the eye of businesses and agencies alike.
At last week’s 2016 MNSearch Summit, Director of Paid Search at CommerceHub Elizabeth Marsten presented her session titled “Make Your Remarketing More than an Echo,” to a packed room of marketing professionals looking to learn how to make the most of their remarketing efforts.
In her quick-witted and authentically expert presentation, she blazed through the history of remarketing and best practices for Google and Facebook remarketing (almost faster than I could type!).
Marsten opened with a short history on how remarketing has been used for over 100 years and why it’s evolved to such an essential piece of the paid search industry. According to Marsten, the idea of remarketing was noted as far back as 1885 by a man named Thomas Smith who published an article stating that it typically takes 20 interactions with a potential customer before they buy something. In the 1930s, the movie industry based their film advertising strategies around the theory that the magic number was 7.
In 2016, marketers have turned from in-person remarketing to digital remarketing. Why? Because digital remarketing allows marketers to weave customer data and automatic campaign controls to achieve more efficient results with:
With her over 10 years of digital marketing experience, Marsten offered best practices that every marketer should consider while executing a remarketing strategy on Google AdWords:
Remarketing audience segmentation is both an art and a science. Marsten also provided several segmentation ideas that her team has proven to be most effective at helping to meet their remarketing objectives:
Elizabeth Marsten took the complex world of remarketing and shared her top takeaways from her years of experience. What do you think are the biggest remarketing opportunities for your brand?
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog - TopRank®, 2016. | Remarketing Best Practices from Elizabeth Marsten of CommerceHub | http://www.toprankblog.com
The post Remarketing Best Practices from Elizabeth Marsten of CommerceHub appeared first on Online Marketing Blog - TopRank®.
