Margot daCunha's blog
Starting this blog post on Halloween took me back to the days of wandering up and down the streets of my childhood neighborhood. At the ages of 7,8, and 9 my neighbors and I were perfectly content with collecting Skittles, Starbursts, and giant candy bars from the house on the corner (that lady was the best), but as the years past we yearned for more.
We started branching out to the surrounding neighborhoods, even pleading with our parents to drive us to houses past walking distance. We graduated from small plastic pumpkin bowls to oversized pillow cases to accommodate the massive amount of sugary heaven we anticipated collecting.Image via Andre CThis is typically how advertisers feel when they hit a wall with search. Similar to a child’s need to branch out of their neighborhood on Hallo... > Read more
What makes an outstanding presentation? One that pushes you to think from a new perspectives? One without an endless string of snooze-worthy PowerPoint slides?Perhaps gaining actionable items to implement and grow your business?Nope, you guessed wrong.According to the self-proclaimed poster boy of content marketing, Joe Pulizzi, a great presentation is one you go into with low expectations.
For instance, if you expect to go home with one actionable item, but instead go home with two (i.e. it exceeds your expectations).As marketers and business owners, you’ve probably attended your fair share of unfortunate presentations. As an avid public speaker, Pulizzi’s goal is the make sure this is not the case. Last week I found myself slurping down a lukewarm cup of coffee in the cozy wine cella... > Read more
I’d be willing to wager that you sleep with your mobile device mere inches from your pillow. You likely check your phone upon waking up, waiting for the train, and while scarfing down your turkey sandwich during your lunch break. It’s OK to admit that we’re all addicted to our smartphones, but what does it mean for your search marketing strategy?Take a look at these stats showing how mobile and search tie together:According to a recent Google study, 74% of mobile consumers used a search engine as part of the research process.
93% of people who used mobile to research go on to make a purchase (source: Google).52% of mobile shoppers realize they buy more with cross-channel personalization (source: MyBuys).And mobile is only predicted to grow:Local mobile searches (85.9 billion) are expe... > Read more
Growing up with a large stack of Martha Stewart magazines scattered around my family coffee table, and learning how to bake my first batch of homemade brownies alongside the crafting legend, I would’ve never thought I would someday be in the presence of such a successful and influential entrepreneur.
Not only did I watch with awe as Martha Stewart graced the stage of HubSpot’s annual Inbound conference last week, but I even enjoyed an organic breakfast with the household name. Martha opened up her keynote by making green juice on stage as shot-glass sized cups were passed along to the audience to sample.To me Martha is the queen of entertaining, crafting and building a brand centered around her identify. As she addressed the audience I felt a sense of familiarity, like we’ve known ea... > Read more
Are you working in a niche B2B industry attempting to generate leads (that hopefully convert) through your PPC efforts? In that case, I can assume that you are also on the verge of throwing a baseball at your computer. Am I right? PPC is challenging enough, but with the added long sales cycle, high competition, and niche market, getting leads from AdWords can make your sanity spin off the deep-end.
All too often I find this to be true with clients specifically in the software or SaaS industry. Gaining leads is a challenge in itself and definitely does not mean that a conversion is likely to follow. For example, searchers looking to purchase software don’t just hop online, search for their business need, and hit “Buy Now.” Software services typically a) are expensive and b) have longer... > Read more
Have you ever heard the saying knowledge is power? ... Well, then why don’t you have any idea what days of the week and times of the day your ads are knocking it out of the park in terms of impressions, conversions, CPA, or whatever other metrics are important to you?If you’ve been running your AdWords account a few months or more, it’s time to dive into the Dimensions tab (aka one of my favorite spots in to hang out in AdWords) and see what times and days provide the most value to your business.
In AdWords, this is known as dayparting (not to be mistaken with day partying) or ad scheduling.“Drunk Firefighters w/ Southie Girls” via Bryan MaleszykThis valuable setting is something I often bring up in conversation with my clients, although common objections include: But why is this... > Read more
Is your business blog tanking? Have you wasted hours upon hours creating what you thought was out-of-this world content while attempting to attract visitors and maybe even grab conversions via your business blog? Lift your somber spirit out of the rain because you have come to the right place! Blogging is not rocket-science, but many of you are missing small but crucial things that will drastically improve the readership of your business blog.
Image via Evil ErinBack in college my roommates and I attempted to throw a party one Friday night. The turnout was simply pathetic, which we blamed on the competing parties occurring in the same townhouse block as ours. A month later we were determined to prove our past party performance wrong. We spent time creating a compelling Facebook invitation f... > Read more
For those of you not keeping up with the WordStream blog (shame on you!), you might have missed the awesome Grade and Get Paid contest we ran in late 2013. I won’t bore you with all the details, but as a quick summary, marketers were invited to use the AdWords Performance Grader twice to see how their PPC performance improved over a 30-day time period.
I’m proud to brag that my fabulous client GetOutfitted stole the prize and took home the Olympic gold! When I say gold I’m referring to a rainbow-wrapped PPC gift basket of $25K to spend in Google AdWords for 2014, plus a one-year subscription for the WordStream Advisor software to help Kristi Anderson, VP of Marketing at Get Outfitted, spend this budget to maximize sales.Even though this was not included in the prize details (big mista... > Read more
Do you feel like a dainty pony in a world of fierce PPC unicorns?Time and time again you tell yourself to create a PPC plan/workflow, yet you have no idea how to do this. Your palms are consistently sweating due to the persistent pressure from your boss demanding you improve your quality score or finally show the return on the huge chunk of marketing budget he or she has let you use for paid search.
You log in to your WordStream or AdWords account, overwhelmed by all the functionality and unaware of where to start. No plan = no direction = no success. But no goals = no workflow.Goals are a key component to creating your PPC workflow. Just think about it, do you ever drag yourself out of bed and hop on the treadmill just because? Or attend an hour-long, sweat-drenched spinning class after wo... > Read more
Facebook turned 10 this month! This seems like a birthday worth celebrating as we have all watched Facebook grow from an exclusive college-only social club to a social platform dominating the internet and connecting the entire world through likes, pokes, and shares. I remember several years back peering over my sister’s shoulders while she used dial-up internet to connect to this mysterious thing called Facebook on the family computer, which resembled an oversized microwave and weighed more than my dog (who was not “health-conscious”).
The Today Show’s Savannah Guthrie recently interviewed Zuckerberg and asked if headlines like “Facebook’s For Your Grandma” bother him, but why should they? As Zuckerberg pointed out, “We pay attention to every demographic in every country.”... > Read more
Does your business have marketing goals?If the answer is no I hope you have an alternative source of income.If your answer is yes then your business should be tracking conversions.But what is a conversion?One of the most common misconceptions about conversion tracking is that it only works for purchases made online.
In reality, a conversion is any meaningful action completed by a visitor on your website. Something as simple as subscribing to your company blog, downloading a whitepaper, or even viewing an important webpage on your site can be tracked as a conversion.So first, define what actions are meaningful to your business. Perhaps you own a sports camp and visitors who explore your interactive activities map on one of your web page’s tend to be valuable to the growth of your business... > Read more
Did you know social media is the number one daily activity among Americans, topping time spent on email and Google?According to Fast Company, 93% of marketers use social media to promote their business.Social media is BIG and only getting bigger. If you are not marketing on it, you are likely missing a large chunk of your target consumers.
As a product of the Mark Zuckerberg generation, it is easy to understand why people are so obsessed with social media; for marketers, the potential to grow their business via these networks is endless. Facebook, Twitter, Pinterest, Instagram, Google+ – these are some of the prime networks every company, big or small, young or established, needs to have an active presence on. It is now inexcusable for any business that wants to thrive to not be tweeting!... > Read more
Let’s be honest, ad copy testing=tedious. Those of you who have conducted A/B testing on your ads are completely aware of how painfully time-consuming this task can be. Creating testing Excel sheets to set up, sort, and analyze how one’s ads are performing against one another can suck up hours upon hours of your time.
But, on the other hand, making small tweaks to your ad text can drastically increase traffic to your site! This is why testing is incredibly important, and can lead to glorious outcomes if done properly. Who doesn’t want a higher click-through-rate (CTR) that leads to more conversions, an improved quality score, and lower costs? You can achieve this through testing, testing, testing!As I explain this to a client, they inevitably groan back, “But I don’t have time to ... > Read more
So you just passed the Google AdWords Fundamentals Exam with flying colors, and all you want to do is pop some champagne and break into an embarrassing celebratory dance …NOT SO FAST! You are only half way to becoming fully Google AdWords certified.If you’re reading this article you likely already know the value of becoming Google AdWords certified, but, as a quick refresher, this certification is truly valuable for those in the PPC consulting industry to help legitimize their skills when working with clients, find new PPC gigs, and gain a high level of knowledge on one of the most powerful platforms in online marketing today.
As someone who recently went through the certification process, I was a bit intimidated when searching through the wide scope of preparation material provided by ... > Read more