We’ve all been through it: inheriting a PPC account that someone else has managed. And we’ve all had that “WTF” moment after looking under the hood, when we’re baffled by how the account even survived to this point. But you never truly know what drove the previous PPC manager to do what they did — were they being downright dirty, were they just inexperienced, or were they overwhelmed with so many other tasks that they got sloppy? It could be any one of those circumstances. And hey, it’s a small world, so the last thing you want to do when inheriting a PPC account is bash the previous agency or professional to your new client or boss. It certainly does take some restraint as you’re pulling apart the logic of an account that doesn’t seem to make any sense. My agency recently inherited an account with some major blunders, and it’s been haunting me as I try to figure out why they made the choices they did. I wanted to share with … [Read more...] about Downright Dirty, Inexperienced Or Overwhelmed?
Tomorrow I’m giving a talk at the eMetrics summit in San Francisco. A search marketing perspective can often seem “refreshing” in the context of the discipline of marketing in general; it even seems to go against the grain a bit. I’ll be telling the eMetrics audience a bit about how I use core stats in paid search to iterate much more rapidly than most analysts are used to. In other words, I won’t be talking about the fancy stuff you get from analytics reports, but the bread-and-butter stuff, like CTR and even initial Quality Scores (yes, that’s a statistic!). The majority of data analysts look for patterns after the fact, gathering information from large volume corporate campaigns and developing strategies in response to research. While the hunger for more rapid iteration is starting to trickle into many larger companies’ web strategies, the lightning-iterative environment of paid search seems hectic and loosey-goosey by comparison. We are the … [Read more...] about Make Your Ads Better: Three Powerful Techniques
Before you market to an audience, first you have to find them. Most marketers have their favorite channels — ones that have worked for them in the past, or where they feel most comfortable with the lingo and standards. But as time and technology push forward, the places where people spend time change along with them. Recently, I plopped down on the couch to see what my kids were playing on the family iPad. My kids are huge Minecraft fans, but as it turned out, they weren’t playing the game that morning. They were watching someone else play Minecraft. After doing some research, I quickly learned that my kids weren’t the only ones growing obsessed with this genre of entertainment, and that the movement of live-streaming (for video games, hobbies, and more) has the potential to be one of the next big media destinations, stealing eyeballs and hours of viewing time from more traditional sources. So let’s talk about Twitch Twitch is the biggest destination hosting … [Read more...] about Why marketers should be paying attention to Twitch
One of the limitations of information on the Web is that it is organized differently at each site on the Web. As a newly granted Google patent notes, there is no official catalog of information available on the internet, and each site has its own organizational system. Search engines exist to index information, but they have issues, as described in this new patent that make finding information challenging. Limitations on Conventional Keyword-Based Search Engines The patent granted to Google, in September of 2016, discusses a way to organize information on the Web in a manner which can help to better organize and index that information, using context vectors to better understand how words are being used. The patent describes limitations of search engines that are based upon indexing content using keywords, such as: A search engine working with Conventional keyword searching will return all instances of the keyword being searched for, regardless of how that word is used on a site. This … [Read more...] about Google Patents Context Vectors to Improve Search
Before Vine’s popularity declined, Vine stars had transcended the platform to become actual celebrities. How has influencer marketing changed as it’s grown? Justin Bieber has 22 million YouTube subscribers. Rihanna has 21 million. Katy Perry and Eminem, 18 million apiece. These four musicians are among the most famous people on the planet, and none of them has even half the following of Felix Kjellberg. You know, PewDiePie. The Swedish video gamer who made $12 million last year, as the most-followed person on YouTube. Though PewDiePie largely stays away from marketing (though he has partnered with Mountain Dew in the past) the same can’t be said for many of his fellow social media stars-turned-actual stars. Logan Paul, a Vine celebrity who has graced the cover of AdWeek, has worked with Verizon, Nike and Dunkin Donuts. Michelle Phan parlayed a YouTube channel about makeup tutorials into a line of cosmetics with … [Read more...] about The state of influencer marketing in 2016