The opponents glowered across the stage at each other, nostrils flared and muscles poised for action. The tension could be felt as keenly as an over-tuned mandolin string. This was the Great Account Structure Debate at last week’s SMX West conference, in which winners would be winners and losers would be losers. That is how I would have started this article had the debate come to physical blows. Thankfully, no violence occurred, and in fact, it all went down quite amicably. Whether planned or unplanned, this debate centered primarily around the use of Single Keyword Ad Groups (SKAGs), and there were several good points made all around. The participants and their arguments took place as follows. Caitlin Halpert, 3Q Digital: SKAGs Caitlin Halpert is an employee of 3Q Digital, and as PPC legend John Lee pointed out, it means “she has drunk David Rodnitzky’s Kool-Aid” of SKAGs. Halpert presented on SKAGs, and her obvious enthusiasm for them is a tribute to their … [Read more...] about The great account structure debate at SMX West 2016
C b s e result 2015
Very few writers really know what they are doing until they've done it. - Anne Lamott This quote from Anne Lamott resonates with me quite a bit. I seldom know what I'm doing until I've done it. I also seldom know what other writers are doing either. I recognize what I enjoy reading … aaaaand I've little idea why I enjoy it. That's what makes the topic of linguistics and language so fascinating to me because it helps explain all the whys behind the writing I love, the tweets I read, the updates I favorite, and the copy I crave. There's an art and a science to writing that sits just below the surface, and I'd love to share with you what I've learned about how to reveal it and incorporate it into your marketing messages-and how to write copy that people love! Linguistics, Microstyle, and the Beauty of Small Writing Simplicity is not a given. It is an achievement, a human invention, a discovery, a beloved belief. - William H. Gass, Finding a Form When I look at a format like Twitter, … [Read more...] about How to Write Social Media Updates People Love
There’s so much content out there these days that it can be difficult to cut through the noise. You really need to go the extra mile to make an impression. Even some of the best content can wither on the vine. I’ve committed all manner of schoolboy errors over the years, from publishing at the wrong time, to failing to make the most of an opportunity, to taking my eye off the ball completely. Nowadays it is more important than ever to work on amplification tactics, to help spread word about your content – and boost engagement – over the long term. If the word ‘engagement’ sounds as passé to you as it does to me, just pause to remember why you are creating content in the first place. It matters a great deal, otherwise what’s the point? Here are a bunch of things to consider when publishing your next piece of content, to do a better job of getting your existing and prospective audience on the hook. 1) “Leave a comment!” I … [Read more...] about 26 content amplification triggers to help increase engagement
Click-through rates for websites depend a great deal on their position in organic search results. But to what extent are local businesses further compromised as Google pushes all organic results further and further off the bottom of the mobile screen as it prioritizes paid ads, Google My Business listings, Knowledge Graph and/or Accelerated Mobile Pages? And when directories, aggregators, articles, reviews and chains dominate the top organic slots, what hope is there that the mobile user will scroll two, three, four or more screens to find the website of the local restaurant or hotel they seek? This is the first of two columns on the state of mobile search. This column is focused on what’s happening to mobile organic search – i.e. where websites come in the search engine result page (SERPS). The follow-up column will consider the Google-owned properties – particularly Google My Business and Knowledge Graph – that are displacing organic results, including the … [Read more...] about Is Google killing mobile organic search?
US Advertisers are spending US $2.6 billion on mobile ads each month, $0.4 billion in the UK, they understandably want to know that their ads are seen by real people, not robots, ideally the people most relevant to their ad message. Advertisers are now investing up to half of their digital advertising revenues – according to the latest stats – in mobile ads. They want/need to know that their money is invested wisely and that the ads they are paying for are seen by real people, not robots, ideally the people most relevant to their ad message. Advertisers need to be able to trust that the various parties that create, manage and deliver etc. their ads have put all measures in place to ensure their ad campaigns deliver maximum return on investment ROI. That is entirely reasonable. Richard Foan, Chairman, JICWEBS (the UK-based Joint Industry Committee for Web Standards) tells ClickZ: “The level of concern among advertisers about click fraud – that includes mobile … [Read more...] about Ad fraud: mobile advertising accounts for nearly half of digital spend, but it comes at a price