The launch of Google AdWords and its subsequent rapid growth in the early 2000s helped spawn an entire industry around paid search advertising. The ecosystem that arose includes Google and its advertisers, as well as a slew of agencies, consultants, software platforms, data providers, third party tools and various combinations thereof in between them. Almost every change or announcement that Google makes seems to raise the question of which of these middlemen Google may be trying to disintermediate. Is Google Threatening Paid Search Providers? When it was recently announced that Google would stop passing search query data via referring URL for paid search clicks, Marin Software was prompted to address whether this posed a serious threat to their management platform business. They rightly responded that it “would not be that big a deal,” a sentiment RKG’s George Michie also expressed in saying, “This is an annoyance, but in the great scheme of things, it’s … [Read more...] about Does Google Want to Cut Out AdWords Middlemen?
Reasons to work out
Small and medium-sized businesses (SMBs) get almost 24 calls a month from marketing providers looking to sell them advertising or marketing products and services. Competition is fierce, and SMBs often have a difficult time choosing a provider. Last month, I covered how the trend of fake online content leads to a general distrust of digital and online media. But the local digital marketing industry, especially in the area of SEO, suffers from its own share of issues that lead to a lack of trust by SMBs. LSA (Local Search Association) conducted a survey to examine what challenges SMBs face when shopping for a digital marketing provider and what areas they feel are most important for marketers to address when trying to gain their business. Below I discuss the results of the survey, data regarding client churn in the industry and ways in which marketers need to respond. Lastly, I share some information on a new certification program that LSA is launching to address these problems. Top … [Read more...] about SMBs are overwhelmed with digital marketing choices. How to stand out and win their business.
Do you remember seeing your first emoticon? The first documented use of “:-)” dates back to 1982, when Scott Fahlman proposed that it be used as a “joke marker” on a message board for Carnegie Mellon University computer scientists. Here’s his Internet-changing message: “I propose that the following character sequence for joke markers: “:-)”Read it sideways.” Today, emoticons need a bit less explanation. As social media has grown (and character counts have shrunk), these pictorial representations of feelings play a significant role in communication. If you’re still not sure whether emoticons are a good fit for your brand’s social media voice and tone, we’ve gathered up seven real-deal scientific studies that say using emoticons can make you appear friendlier, grow your popularity on social media, and even make you happier offline! I’m feeling already… 1. They Make You More Popular on Social Media An … [Read more...] about 7 Science-Based Reasons to Use Emoticons
A cup of coffee with a fellow entrepreneur cost me over $1,910. There was nothing all that unique about this meeting. Like most of my meetings, we discussed our businesses, tricks we’ve discovered to be more productive, and our current struggles. During our conversation, this fellow business owner explained how he retained on staff a full-time developer in the Philippines. This developer was always working on and turned out high-quality projects, and came at the princely cost of $4/hour. This sounded great! I always have more development projects than I could possibly handle. A dedicated developer could solve multiple problems. So I posted a job. Fast forward two months later. My newly-hired, full-time developer had a task to begin a web-based project. However, I started to grow suspicious, since I was being billed every week for dozens of hours of work, but not seeing much progress in return. So I asked to see the code written so far, on the premise that if something happened … [Read more...] about The Guide to Sniffing out Scammers
It’s true – Twitter has its problems, but in certain cases and contexts, it truly is the best ad platform you’ll find – though ultimately it will depend on what you hope to accomplish. But Twitter offers some unique ad targeting features you won’t find anywhere else. These are the unicorns in a sea of donkey ad features. Don’t get me wrong – I love Facebook Ads, Google AdWords, and Bing Ads. These advertising platforms all do a ton of things fantastically well. But here are five areas where Twitter advertising is superior to other online ad platforms. 1. You Pay for Performance When you promote tweets on Twitter, you only pay when you’ve achieved your marketing objective. Whether your goal is website conversions or Twitter engagement, you only pay when people take that action (any additional organic impressions and engagements are free bonuses!). It’s the same for everything with Twitter. If you run an app install campaign, you only … [Read more...] about 5 Compelling Reasons to Use Twitter Ads