When it comes to video content on landing pages, marketers tend to either totally crush it, or completely bomb.Your landing page videos may fail for several reasons.Typically, this is because the videos on landing pages are:Too long.On the wrong section of the landing page.Missing a key component (like a call-to-action).Don’t make these same mistakes!This article will explain why landing page videos are so important, and share 11 landing page video best practices that will help increase conversions.Why You Need a Landing Page VideoTen years ago, having a landing page video was a high-end novelty.In 2018, there’s no doubt having a landing page video means increasing your chance of converting.In fact, having a landing page video can increase conversions by 80 percent (if you do it right).According to a 2017 HubSpot survey, more than half of its respondents said video was the one element of content they wanted more of.Video beat out ebooks, blog articles, and … [Read more...] about 11 Best Practices to Boost Landing Page Conversions with Video
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We all want to know what the best time to post a social media update is, but the answer isn’t always straightforward.With differing algorithms for different social media sites, various time zones to contend with, and different audiences, is there really a universal “best time” to post?I’ll dig into data that helps demystify this issue, so you can figure out how to approach posting social media updates.Algorithms Versus Time of DayMost — but not all — social media platforms have evolved from being chronological timelines to using algorithms to predict relevancy to the user.That means that the social platforms try to surface the updates they believe is the most relevant based on different signals, whether it’s engagement, timeliness, and other factors.While posting at a specific time might be relevant to the people who are logged in at that moment, it doesn’t necessarily mean that your users won’t see your content at some point when … [Read more...] about Is There Really a ‘Best Time to Post’ Social Media Updates?
Maybe it’s your company’s yearly planning session, or maybe the meeting is being called because your website is in dire need of a refresh. Whether the goal is to help form a new layout for the website, or to start creating the content calendar for the year, the planning sessions will naturally have product heads, key executives, and marketing managers in attendance. As your company conducts this careful planning process and dreams up the site’s future, there’s one other important voice that should be at that table: your SEO expert. Whether this is an in-house individual or an external SEO agency or consultant, the knowledge this person can provide will have a critical impact on the site’s ultimate success. Here are five ways that your go-to SEO expert can positively affect the outcome of your website project: 1) Ensure that your site has a design that’s search engine friendly Just as it’s the job of your designers to ensure that the website is … [Read more...] about 5 reasons to give SEO experts a seat at the website planning table
Another crazy year is almost behind us. The year 2016 will be remembered for some huge and unexpected changes, some awesome new PPC features, and welcome changes to both the Google AdWords and Bing Ads platforms. But some new PPC features stuck out more than the rest this year. This article will separate the unicorns from the donkeys! Here are my picks for the top 10 new PPC features of 2016: 1. No More Right-Side Ads In February, Google killed off right-side text ads on desktop results, bringing the SERPs more in line with Google’s mobile experience. In addition, Google added a fourth ad spot above organic search results for “highly commercial queries”. This massive change was a shocker to pretty much every PPC marketer. When people woke up and discovered they were now living in a world in which desktop search results didn’t have text ads where they were supposed to be, many people freaked out. They predicted that PPC would never be the same again. (Spoiler … [Read more...] about The 10 Best & Biggest New PPC Features of the Year
In my column this week, I’ll try to answer that question using some data-driven analysis — but first, I thought it would be fun to take a quick trip down memory lane…. The Biggest AdWords Apocalypse That Never Happened? Ever since Google announced Enhanced Campaigns back in February, search marketers have been moaning and groaning about the loss of control. Search marketing pundits were tripping over themselves making doomsday predictions about how Enhanced Campaigns were nothing more than a big conspiracy theory to drive up average cost per click (CPC). The initial reaction to Enhanced Campaigns was pretty bad. Big search marketing companies were quick to make disastrous predictions. Like this one from Adobe that predicted CPCs would rise by 6%. Not to be outdone by Adobe, other vendors chimed in with their own studies, each predicting a more apocalyptic outcome than the last. Here’s one from The Search Agency claiming that Google CPCs rose a massive 21.2% … [Read more...] about New Data Suggest AdWords Enhanced Campaigns Actually Work