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?
Inexperienced newcomer crossword clue
Sometimes it’s difficult for non-marketers to reasonably gauge the overall success of branding programs, because they have neither dashboard nor perspective to use as benchmarks. This post suggests easy-to-identify measurements to serve as general indications of the marketing department’s success in building a brand (henceforth referred to as [brand]) to top of mind with the general search and social media public. We’ll follow the 9 clues with a simple questionnaire any stakeholder in [brand’s] success can forward to the marketing manager to help improve [brand’s] public image. 1. Google rarely shows ads for [brand name] because of “low quality score,” and when the ads do display the destination URL points to the brand’s homepage. This means in part that when users do search for [brand] they don’t click on the ads. Even the freakin’ brand doesn’t have a clue what the brand is about. This is a true sign that [brand] = … [Read more...] about 9 Clues That Your Branding Program Sucks
When it comes to search engine optimization (SEO), it’s crucial to research your competition. Knowing where you stand in relation to your competitors will help inform the strategy and tactics needed to achieve your client’s SEO goals, allowing you to focus your efforts and set realistic expectations. Who are the top competitors? What is driving their results that you are not doing? When do they publish content? Where do they share their content? Why do they do what they do? And how do they do it? All of these questions should be answered thoroughly, because their answers will be a driving force in your optimization strategy. Unfortunately, putting together a competitor analysis can be a tricky and time-consuming endeavor. But if you follow the steps below, analyzing your competitors just got a little easier. 1. Always Find Out What The Client Wants The true measurement of any competitor analysis’ success is how well it helps the client achieve their primary … [Read more...] about How To Compile A Top-Notch Competitive Analysis For Search
Do you find Snapchat confusing? Not sure why anyone would even use Snapchat at all? Don’t worry. Marketing Land has you covered. Here’s our guide to using the social network, especially written from a point of view for marketers used to sharing to a wide audience on Facebook, Instagram or Twitter. Snapchat’s confusing “social UI” Before diving in, it’s well discussed that Snapchat’s user interface can be confusing to newcomers, especially older people — with “older” being like 25 or over. After spending time with my own teenagers, I don’t think it’s that only young people “get” Snapchat. I think that it’s young people teach each other how to navigate the app when they see each other in person. My kids learned Snapchat from their friends. In turn, they pass on tips to others. The Snapchat app has a “social UI,” if you will, one that encourages people to be social with others in … [Read more...] about Marketing Land’s guide on how to use Snapchat
Since July 26, 2016, expanded text ads (ETAs) have been live in AdWords. This new ad format, which was launched with mobile users in mind, allows advertisers to create longer text ads with two headlines of up to 30 characters each and a single 80-character description line. Advertisers have been testing the new format alongside standard text ads, and dozens of analyses looking at click-through rate (CTR) for standard vs. expanded text ads have been published across the industry, with varying levels of detail. (Google’s July announcement also came with its own assortment of impressive case studies touting massive CTR spikes.) We even included some data points in our Q2 Digital Marketing Report, though we now have much more data to work with in establishing meaningful comparisons. Here, I hope to provide the deepest look yet at how CTR differs for ETAs using data from dozens of large Merkle advertisers using the new format across thousands of ad groups. The details of our own … [Read more...] about Getting to the bottom of Google expanded text ad CTR and CPC