Dan Shewan Posts from the Internet Marketing Blog

New Webinar: Test Your Way to More Leads from PPC

If you’ve been attending WordStream’s recent webinars (or reading the blog), you already know some of the secrets to hacking AdWords – like how Quality Score is really calculated, and the secrets behind “unicorn” ads with super-high click-through rates.Now it’s time to learn our best A/B testing hacks – the changes, big and small, that can help you drive way more leads (not just clicks) though PPC, without giving Google more of your sweet, sweet cash.

In our next webinar, “7 Powerful A/B Tests That Drive More Leads from Paid Search,” WordStream will team up with Optimizely to reveal the secrets of A/B testing that will help you drive more leads from paid search.Join WordStream and Optimizely on Wednesday, June 4, 2014 at 1 p.m. EST (5 p.m. UTC) – register now!WordStream... > Read more

May 29, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 1

5 Cognitive Biases & How to Overcome Them On Your Landing Pages

You already know that highly optimized landing pages are crucial to the success of any paid search campaign. However, even the best landing pages don’t have conversion rates of 100%. Why? Well, because people are unpredictable, and sometimes, consumer behavior defies all logic – frequently due to cognitive biases.

In today’s post, we’re going to examine what cognitive bias is, look at several examples of these behaviors in action, and outline how you can overcome (or at least account for) them with your landing pages.What is Cognitive Bias?Cognitive biases are ways of thinking about and perceiving the world that may not necessarily reflect reality. We may think we experience the world around us with perfect objectivity, but this is rarely (if ever) the case. Each and every one of us... > Read more

May 22, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 7

5 Creative Ways to Use Google Glass (and How to Win Your Own!)

Google Glass: What began as an experiment in the notoriously secretive Google X research and development lab soon became the future of wearable technology. Google recently opened up its Glass Explorer pilot program to the general public, meaning yes, anyone (with $1500 to spare) can buy one! But many people remain unaware of what Google Glass can really do.

First, for all you hardware nerds out there, let’s take a look at Glass’ “tech specs” (sorry, couldn’t resist):12GB of usable memory (16GB Flash total)802. 11b/g Wi-Fi and Bluetooth connectivity5 megapixel camera720p video resolutionIn this post, we’re going to explore five creative ways you can use Google Glass – and tell you how you can win your very own Google Glass headset (for free!) in WordStream’s new Grade and Get... > Read more

May 21, 2014     |   Written by: Dan Shewan   |   Posted In: Google   |   Comments: 6

Drink Your ‘Happy Juice’: Learn the Secrets of Persuasive Marketing with Perry Marshall

Prospective customers can be a fickle bunch. They rarely do what we want them to, they behave in all sorts of crazy, unexpected ways, and – worst of all – sometimes they don’t even listen to us.However, it’s not hard to see why consumers have become largely indifferent to most marketing techniques.

After all, the average American consumer spends 11 hours per day using or engaging with digital media and is exposed to hundreds, if not thousands, of ads every single day. Is it any wonder why many consumers are hard to reach?Fortunately, it doesn’t have to be this way. In our upcoming webinar, “The ‘Happy Juice’ Principle: Marketing that Captures and Converts,” WordStream and renowned marketing expert Perry Marshall will show you how to leverage the “happy juice” principl... > Read more

May 15, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 1

6 Google Analytics Tips for Business Insight Way Beyond Traffic

I recently learned six Google Analytics tips that literally changed the way I use the software. Until just last week, I only used Google Analytics casually. I’d log in, poke around a little bit, then leave with only a vague idea of what was going on with our traffic. In other words, I was barely scratching the surface of what was possible.

We recently did an all-day intensive Google Analytics training session, which showed me a ton of features that I wasn’t using and didn’t even know about.Before the training, I was pretty much just using Google Analytics to check daily and weekly blog traffic trends. However, the features I’m going to share with you allow me to see:Detailed visitor demographic data and how the behavior of certain types of users can be tracked against “typical” ... > Read more

May 15, 2014     |   Written by: Dan Shewan   |   Posted In: Analytics   |   Comments: 12

Recognizing Success During Small Business Week 2014

What do WordStream, Google and the White House have in common? We’re all championing small businesses this week, as Small Business Week 2014 is in full swing!In partnership with the Small Business Administration, a series of events, workshops and Q&A sessions are taking place in cities across the country (and at tech companies such as Microsoft and Twitter) to provide proprietors of small businesses with the support, advice and resources they need to thrive.

Small Business StatisticsSmall businesses are a big deal. According to the Small Business Administration, small businesses make up:99.7% of U.S. employer firms64% of net new private sector jobs49.2% of private sector employment46% of private sector output43% of high-tech employment98% of firms exporting goods overseas33% of the co... > Read more

May 14, 2014     |   Written by: Dan Shewan   |   Posted In: AdWords Tips   |   Comments: 4

Guide to Getting Your Customer Churn Rate in the Zone

Whatever you call it – defection, attrition, turnover – customer churn is a painful reality that all businesses have to deal with. Even the largest and most successful companies suffer from customer churn, and understanding what causes formerly loyal customers to abandon ship is crucial to lasting, sustainable business growth.

In today’s post, we’re going to look at what customer churn is, what constitutes a “good” churn rate, and ways you can stop your customers turning their backs on you forever.Art installation by Tim EtchellsWhat is Customer Churn?Client churn is when existing customers stop doing business with you. This can mean different things depending on the nature of your business. Examples include:Cancelation of a subscriptionClosure of an accountNon-renewal of a cont... > Read more

May 12, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 4

What Is Long-Form Content and Why Does It Work?

Ask two content marketers about long-form content and you’ll likely get two completely different responses. The first might say that long-form content is a gamble, given audiences’ supposedly miniscule attention spans. The other might say that producing longer articles is an excellent way to engage with readers and offer them genuine value and a rewarding experience.

Which of these content marketers is right? Yep, you guessed it – the long-form content evangelist. Why? Let’s find out.Table of contentsWhat is Long-Form Content?Why Does Long-Form Content Work?5 Long-Form Content ExamplesWhat Is Long-Form Content?It might seem obvious, but there are many different definitions of what long-form content truly is. Some people consider articles longer than 700 words to be long-form, wherea... > Read more

May 05, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 11

Come and Work with WordStream – a Cook Associates ‘Up-and-Coming’ Employer!

I don’t know about you, but after six years of headlines telling us how badly the economy is doing, I’ve just about had enough of the doom and gloom. How about some good news for a change?According to Cook Associates, Inc., an executive search firm with offices in Boston, Chicago and New York City, the job markets here in the Hub and the Big Apple are on the mend after enduring a nasty slump during the second half of last year.

Even better news is that WordStream was named one of Boston’s “up-and-coming” employers after enjoying one of our strongest quarters ever in Q1 2014 and bringing more than 20 new staff members on board – myself included!In its Q1 Digital Jobs Index, Cook revealed that hiring was up 2.2% during the first quarter of 2014 in Boston and 4.6% in New York City.... > Read more

May 02, 2014     |   Written by: Dan Shewan   |   Posted In: WordStream   |   Comments: 2

The Clueless Marketer's Guide to Building a Landing Page from Scratch

We talk about optimizing landing pages a lot here at WordStream, but how do you go about building a landing page in the first place? You need something to optimize before you can start optimizing! There are many ways to go about building a landing page, from rolling your sleeves up and diving into coding one with HTML, CSS and JavaScript to using web services that allow you to customize landing page templates.

In today’s post, you’ll learn how to build landing pages from the ground up and see which option is right for you. By the end of this post, you’ll be ready to start building a landing page that will drive conversions. Unless it looks like the one above, in which case you’ll probably want to rethink your life choices.Building a Landing Page the ‘Hard’ WayBefore we dive into... > Read more

April 21, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 13

What is Net Neutrality and Why Should Marketers Care?

Like practically every topic of discussion on the internet, net neutrality is a subject that people either a) haven’t heard of and couldn’t care less about, or b) are rabidly passionate about and will die to defend (or so it seems in most site comment sections). But what is net neutrality anyway, and why should marketers care?What is Net Neutrality?Net neutrality is the concept that internet service providers (ISPs) should allow all types of traffic to travel across their networks without discrimination; that all sites and applications should be treated equally, and not subjected to traffic shaping, bandwidth throttling and other means of control that serve ISPs' commercial interests.

Here are five facts that marketers need to know about net neutrality and why it’s so important:1. Net... > Read more

April 18, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 3

SearchLove Was in the Air in Boston

It seems there’s always a digital marketing conference going on somewhere, but few were as eagerly anticipated as SearchLove Boston 2014 was. The thoroughly charming folks at Distilled assembled a truly diverse lineup of speakers for the event – a roster of search and digital marketing talent that certainly didn’t disappoint.

It’s hard to believe it’s already been a week since we gathered at Harvard Medical School’s Joseph B. Martin Conference Center for the event, and perhaps even harder to believe that I failed to get this write-up finished sooner. C’est la vie.Although I’ve no doubt many of you were hanging on my every word on Twitter during the conference, here’s a round-up of some of my favorite sessions.Day OneAlthough Distilled’s Founder and Chief Marketing Office... > Read more

April 15, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 0

PPC: Impossible? Not for WordStream’s Elite Paid Search Agents!

WordStream recently received intel from one of our field agents that Kristi Anderson, VP of marketing for GetOutfitted.com, was attempting to maximize the effectiveness of her PPC campaigns and increase conversions.Despite facing overwhelming odds, Kristi succeeded in her mission by using WordStream’s not-so-super-secret paid search technology.

Over the course of 30 days, Kristi learned precisely where she was going wrong in her paid search efforts, enabling her to take immediate action and get incredible results.In just 30 days, Kristi was able to:Improve her impression-weighted Quality Score by 50%Raise her average CTR from 0.26% to 6.32% - 24 times higher than her original CTRIncrease her account activity score from 39% to 72%Kristi’s mission was ambitious, but far from impossible. ... > Read more

April 07, 2014     |   Written by: Dan Shewan   |   Posted In: WordStream   |   Comments: 0

How to Create a Ferocious Unique Selling Proposition

Unless you’re fortunate enough to be the only player in your industry (say, the only dedicated supplier of lion-taming equipment in North America), you’ll need to differentiate yourself from your competition through your unique selling proposition, or USP.A strong, instantly recognizable USP can make or break businesses operating in competitive markets, so it’s essential that you leverage your USP and make it the cornerstone of your overall marketing strategy.

Until you know what your USP is, and how to capitalize on it, your business will be just another voice clamoring to be heard.In this post, you'll learn:Unique selling proposition definitionUnique selling proposition examplesUnique selling proposition best practicesHow to use a unique selling proposition in your advertisementsHo... > Read more

April 07, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 12

Diving Deeper into Search Network with Display Select

To the uninitiated, the Google Display Network can be more than a little intimidating. Despite the vast potential of the GDN to expand AdWords advertisers’ reach, the costs and time management involved in running a GDN campaign put many people off, particularly small businesses with limited paid search budgets.

For these reasons, Google launched its latest hybrid campaign type, Search Network with Display Select (SNDS), in November 2013. SNDS campaigns are the ideal way for AdWords advertisers to take their first steps into the world of display, and WordStream’s Director of Search Engine Marketing Rich Griffin sat down with Google’s Katie Hamilton in a Google Hangout on Air to dive deeper into what SNDS campaigns can do for advertisers.In the Hangout, Katie and Rich cover topics inclu... > Read more

April 04, 2014     |   Written by: Dan Shewan   |   Posted In: AdWords Tips   |   Comments: 0

3 Things I Learned by Writing 3 Million Words in 3 Years

My first SEO copywriting job (which is what most content marketing used to be called before “web content” was a thing) was working as a freelancer for a national British travel agency. Although the work itself amounted to little more than stuffing awkward long-tail keywords into flowery copy about tourist hotspots across the Mediterranean, it was an invaluable learning experience and set me on an exciting and rewarding career path.

Since that fateful freelance gig, I’ve written millions of words (literally) – most of them during the past three years. In that time, I’ve learned a lot about what separates the great content from the bad, how to hit deadlines on time every time, and why measuring your coffee intake in pots is a warning sign that you should probably take it easy.In tod... > Read more

April 02, 2014     |   Written by: Dan Shewan   |   Posted In: Blogging   |   Comments: 4

3 A/B Tests That Surprised the Heck Out of Us (See You at the Opties!)

A/B tests are a vital part of WordStream’s marketing efforts. Seriously, we split test everything: banner ads, registration forms, landing pages – you name it. My colleagues keep telling me that buying two different burritos for lunch then tweeting about which one I like best doesn’t count as “real” A/B testing, but I beg to differ.

One of the tools we use for A/B tests is Optimizely, a comprehensive solution that allows us to conduct tests quickly and easily. It’s awesome when we find tools that help us understand our audience more effectively, but it’s even more awesome when the people behind those tools recognize us for how we use their software. That’s precisely what happened recently when Optimizely told us that WordStream is a finalist in the inaugural Opties 2014 awar... > Read more

March 27, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 0

How to Use Schema Markup for SEO: Making Your Site Easier to Find for Stupid Machines

Including schema microdata in your web pages is a lot like eating well, exercising or getting a good night’s rest – you know you should be doing it, but actually following through can be harder than it sounds. Unless you’re a health nut, in which case please stop telling us about Crossfit.Although schema and other structured markup formats have been around for several years, relatively few sites bother to include schema microdata, and even fewer people actually know what schema is or what it’s for.

However, there’s no need to be embarrassed – we’re going to answer your questions about schema and why you should make it an integral part of your SEO strategy. Pay attention – there’s a test at the end*.*Not reallyWhat is Schema?Schema is a type of microdata that makes it easi... > Read more

March 20, 2014     |   Written by: Dan Shewan   |   Posted In: SEO Marketing   |   Comments: 27

The Heroes PPC Deserves: WordStream at HeroConf 2014

If you’re in PPC, you’ll undoubtedly have heard about Hanapin Marketing’s HeroConf, the world’s largest PPC conference. If you’re thinking of attending HeroConf 2014, you won’t find people wearing capes, masks or spandex leggings (well, probably not, anyway). However, you will find WordStream and many other PPC experts speaking about the hottest topics in paid search.

HeroConf 2014 will take place at the Hilton Austin Hotel in beautiful Austin, TX, from April 28-30. The Hilton Austin is nestled in one of the city’s trendiest areas, and is located just two blocks away from Austin’s historic 6th Street entertainment district.Why Attend HeroConf 2014?There are already dozens of reasons to attend HeroConf 2014, but here are some of the highlights:4 keynote addresses11 networking... > Read more

March 18, 2014     |   Written by: Dan Shewan   |   Posted In: WordStream   |   Comments: 1

Do Mobile PPC Ads Even Work?

Ever secretly wonder if mobile PPC ads are really as effective as their desktop counterparts? It’s okay, I won’t tell anyone. In fact, a lot of advertisers (including some big, impressive brands that claim to be “experts” in paid search) share these doubts – but don’t worry, we’ll get to that later.

For now, let’s discuss some questions you might have about mobile PPC advertising. Do people actually click them? Did Google’s new SERP design ruin everything? Can mobile PPC improve your visibility in local search? Let’s find out.[RELATED: How to Build the Perfect Mobile Landing Page]How Effective Are Mobile PPC Ads?Before we go any further, we need to address the fact that, yes, in-app and mobile display advertising are almost universally hated by consumers. However, unlik... > Read more

March 18, 2014     |   Written by: Dan Shewan   |   Posted In: Paid Search Marketing   |   Comments: 0
 
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