Elisa Gabbert Posts from the Internet Marketing Blog
I know y’all are sick of hearing that “content is king.”“Content is king” is one of the major web marketing clichés of our time, right up there with “SEO is dead.”Following close behind, I think, is the recommendation to “create great content.” Want tons of Google traffic, hot leads, record sales? Don’t worry about SEO, conversion rate optimization, any of that, just create great content!But what does that really mean? What makes content great, and what exactly is “content” anyway?Here’s my definition: “Content” is really just information – really, simple as that! When you create content, you’re putting information on your site.
Some of it is intended to teach, some of it is intended to persuade, some of it is intended to entertain. And great content is i... > Read more
Recently, we did our best to put the lie to the myth that PPC is outbound marketing. There’s a persistent idea that cost is the determining factor that separates inbound and outbound marketing. But we believe that all marketing has costs – since no channel is free, what matters is ROI. So inbound marketing isn't free marketing, but rather is defined by context and intention.
Like organic content marketing, PPC ads are driven by context and user intent – in other words, the ads are only triggered when they’re relevant to what people are already searching for. And with increasingly more effective and blinged out ad types, PPC is more and more likely to meet a searcher’s needs just as well, if not better, than an organic result. (We believe that for commercial searches, PPC is better... > Read more
Note: A version of this mobile marketing case study appears on the AdWords blog (PDF version).The rundown WordStream client Colombo Hurd upgraded its largest AdWords campaign to Enhanced Campaigns in April. Because mobile traffic has tended to be more valuable to the law firm, they decided to ramp up their local mobile marketing investment and increased mobile bids by +25%.
As of early May, Colombo Hurd had increased customer conversion rate on mobile ads by a factor of three and reduced the cost of a new customer acquisition by 149% with the new mobile marketing campaign.The Goals Increase conversionsGenerate phone calls to schedule in-person consultationsImprove sophistication of mobile-targeted advertisingThe Approach Upgraded largest campaign to EC and monitored resultsAdjusted CPC bid... > Read more
Happy late solstice and early Independence Day, y’all! Clap your hands if summer is your favorite month.These early days of summer are my favorite, before it gets too stiflingly hot to sleep and before my feet get too irreparably disgusting from walking around in flip-flops. While we’re all still in a good mood (right?) let’s review our hottest blog posts from the month of June!The Top 10 Best AdWords Features You're Not Using – Our new contributor Johnathan Dane put together this list of the most awesome AdWords features that too few people are making use of.
Google AdWords Ad Extensions Cheat Sheet – Thanks to Erin Sagin for this quick cheat sheet that’ll help you figure out which ad extensions to use when.News Flash: PPC Is Inbound Marketing – This one was posted too late i... > Read more
Google Products Graveyard: Mourning Google Reader and Other Discontinued Google Products and Services
Google Reader is going away on July 1, leaving its small but loyal fan based scrambling to find a replacement RSS reader. (This longtime Google Reader user has been very happy since switching to Feedly.)With Google Reader on its death bed, and iGoogle approaching the end as well, we thought it was high time we revisited some of the many other Google products that we’ve said goodbye to over the years.
Many of these products were great ideas that just never caught on with a larger audience; some had overlapping functionality with other products, forcing Google to focus development efforts on one over the other. I still mourn the old, social version of Google Reader. Which Google product still haunts you from beyond the grave?Our Google Graveyard infographic reviews some of the many great i... > Read more
It's been a busy few days in the news and many of us have been glued to our "sets" (i.e. Twitter) following the filibuster in the Texas senate and, this morning, the Supreme Court's historic decision to strike down DOMA (the defense of marriage act), the 1996 law which denied federal benefits to legally married same-sex couples.
In a cute act of apparent support for gay rights, Google has implemented a rainbow search box for searches related to gay marriage, such as "gay" and "lesbian":What do you think of Google's show of support? Should the search giant stay out of politics?You can read about the significance of the rainbow flag to the gay rights movement here.UPDATE: Though we only noticed this today, Danny Sullivan points out that the rainbow search box was already in place for Gay Pri... > Read more
Our latest white paper is now available for download. Below is an excerpt from the guide. Click here to download the full text of this new, free guide (PDF).8 Simple Things You Might Be Overlooking In Your AdWords AccountAdWords makes it incredibly easy to set up and run a pay-per-click (PPC) ad campaign, but some advertisers assume that after they've written an ad, typed in some keywords, set the budget, and switched on the campaign, there's nothing more to do except sit back and watch the clicks and conversions roll in.
In reality, any account – large or small – can benefit from a few quick, simple tweaks designed to optimize the advertiser's reach, click-through rate, and return on investment (ROI). These updates don't cost anything extra, and they're simple enough that even someone ... > Read more
We’ve teamed up with Google to make our award-winning AdWords Performance Grader even easier to use and the login process more secure than ever.The new authentication process, based on OAuth2, enables you to run the free AdWords Performance Grader by signing in with your Google profile – just be sure you use the profile associated with an active Google AdWords account.
(The process is similar to using your Facebook account to comment on a blog.) WordStream will then do a one-time read of the data in your AdWords account, while Google controls a secure interaction. The new process is fast, easy and helps ensure the highest level of privacy and security.Watch this video to see how it works!To try out the new Grader for yourself, go to www.wordstream.com/google-adwords and follow these st... > Read more
Our friends at PPC Hero put together an infographic of the Top 25 Most Influential PPC Experts in 2013, based on votes from readers, social influence and other influence factors (speaking engagements, books published, channels reached, etc.). We were very excited to see our own Larry Kim in the very top spot! Check out the full graphic below to see all the top experts.
Huge thanks to our buddies at Hanapin for putting this together, and congrats to all the other experts. We're honored to be in your company!You can read more about the survey's methodology here.... > Read more
I realized long ago that journalism is 75% puns. I still remember the time in high school yearbook when my best friend Marisa was putting together a spread on international travel. She couldn’t think up a good caption to go under a photo of some student at the Eiffel Tower. I suggested “Get an eye-ful.
” SHE LOVED IT! And into the yearbook it went, preserved for posterity.Hence the unfortunate title of this post. I have to do these roundups once a month, guys, let me have my fun, OK?Now, on to our top 10 awesomest posts of the month, in order of awesomeness, as determined by YOU, our faithful readers!Review of Mention, a Great Alternative to Google Alerts for Brand Monitoring – Google Alerts used to be the gold standard for brand monitoring, but they’ve fallen off of late. I took ... > Read more
We’re very happy to announce that we made the short list of finalists in the 2013 MITX Innovation Awards! Last year, our AdWords Performance Grader won the award for the “Best Customer Engagement Driver” category. This year, the 20-Minute PPC Work Week is among the finalists for “Best B2B Innovation”:Otherwise known as “innovative online tools that make employees whistle while they work” (well, not literally).
In all reality, innovative technologies have made it easier for the business to do business, making our work lives easier and more effective and our customers happier. This category recognizes innovative B2B web, social and mobile technologies that are fundamentally improving how organizations get it done.”The 20-Minute PPC Work Week is workflow tool inside our PPC Ad... > Read more
Dear companies that market to women: Stop trying to sell me stuff that has nothing to do with fashion by fashion-washing your ads. I hate this marketing trend! Much in the way that toy companies think little girls will only be interested if it’s pink, brands that sell everything from house paint to yogurt have decided that the only way to market products to women is via association with makeup and clothes.
It’s sexist, it’s cynical, and it just doesn’t make sense.Here are a few of the more egregious examples of this marketing trend I’ve seen in the past year.The Fage Lipstick AdMmm, creamy luxury! What a great ad for lipstick!Wait, what? This is an ad for yogurt?We don’t even need to get into the irrationality of yogurt being marketed solely to women – my husband eats 10 time... > Read more
Whether or not it’s fair to classify WordStream as a startup, we certainly still think of ourselves that way. And one of the challenges of startup life is the rapid growth – meaning our needs often outpace our hiring.[More: 50 Things Every Content Marketer Should Know]Lately, that’s the case with content creation, so we’re looking for a few good freelance writers to help us out.
So if you love writing, Internet marketing, and extra money, we want to hear from you! Specifically, I’m looking for someone(s) who:Has hands-on experience with search marketing – WordStream is very meta in that we market about marketing, do SEO on pages about SEO, create PPC ads for our PPC software and so on. So if you’re going to write for us, you need to have experience with the world of search ma... > Read more
Our friends at Hanapin Marketing and PPC Hero need your help!Pat East, the CEO of Hanapin Marketing, teaches a summer workshop at Indiana University that covers all aspects of Internet marketing, including a core module in PPC. Their grades are dependent on demonstrating their PPC knowledge by successfully creating and managing an AdWords account for a real business.
How You Can HelpHanapin is looking for eight U.S.-based companies to participate in this program and help out the students. The companies must be willing to make a $250 investment in PPC to help a student out – as well as to see if PPC is a good fit for their business!How to Get StartedIf you want to do your part in building the future of PPC, contact Hanapin's Director of Paid Search Jeff Allen directly (Jeff.Allen@hanapinma... > Read more
There aren’t too many benefits to being an English major type – extra zeroes on your paycheck sure ain’t one of them – but we take our kicks where we can get them, and being self-congratulating and superior when someone misinterprets something literary is one of them. So in this post, I’m going to shame some companies that totally missed the point when it came to using a book, poem or song in their advertising campaigns.
And as long as we’re clearing up misconceptions? “Wherefore art thou Romeo?” doesn’t mean “Where are you, Romeo,” it means “Why are you named Romeo?” Now you know.Brooks Brothers & The Great Gatsby: So MoneyWith Baz Luhrmann’s 3-D adaptation of The Great Gatsby opening this weekend, various Gatsby-themed advertising tie-ins are all over the p... > Read more
Back in April 2012 I wrote about how Google Alerts had pretty much stopped working for me. Recently, they clearly tweaked something, because Google Alerts are working better, as Danny Sullivan noted at Search Engine Land recently. However, they’re definitely not back up to the level they were at when I first signed up for a Google Alert years ago.
Why not? Apparently, Google only sends you new alerts under these circumstances:Google Alerts only sends you email if new articles, webpages or blog posts make it into the top ten Google News results, the top twenty Google Web Search results or top ten Google Blog Search results for your query. If the top results remain the same for a while, you won't receive email on your topic.Perhaps this reduces the processing power they have to devote to G... > Read more
Guess what happened this weekend? My four-year hiring anniversary quietly passed. Yes, it’s true, as of April 27, I’ve been working at WordStream for four years. I know, right?! Happy anniversary to me.Nobody baked me a cake, so I had to draw one. (Don't feel bad, I'm actually allergic to cake. Wine's A-OK though.
#sendwine)Who else has been at WordStream four years or longer? Just three people:Larry Kim, of course! (Employee #1)Then Peter Swanston (hired on 10/23/2008) and Phil Stefou (2/24/2009) in engineering.This photo of Peter is from an event we had back in 2009! We made a Mexican feast with help from the Cambridge School of Culinary Arts. We also had beer, that's why he looks so happy.And here’s Phil at our recent winter event with ex-WordStreamer Cathleen Ellis. (If Cathleen ... > Read more
What big brands are able to do with their enormous marketing budgets is inspiring – though sometimes it mostly inspires jealousy. The typical small business can’t sponsor the Olympics or get an ad spot during the Super Bowl. You have to tinker around with more accessible campaigns that cost less but typically have smaller reach as well.
PPC is an example of an incredibly accessible marketing channel – it’s being exploited by tiny one-man shops and huge multinational corporations alike. But how much better is a big-brand PPC ad than an SMB ad – if at all? Is it like comparing the latest Pepsi commercial to what your local furniture store puts together?Let’s look at five big-brand AdWords ads and see what they do well and what they could do better.(More: Dear eBay, Your Ads Don't ... > Read more
On the Q1 2013 earnings call last week, Larry Page spent a lot of his time taking about the future – a future that will not be social, as Page might have had us believe in the past. He didn’t mention Google+ once on the call, and social media only came up insofar as YouTube is social. That’s a switch!So what does define the future of Google? The unifying theme just might be laziness.
Almost every Google venture that Page spent time talking about is designed to cater to our increasing laziness and impatience as a society.The web used to be a playground for tech nerds, but now it's for everybody, including people who know nothing about technology. As tech gets easier and more accessible, 5% of people mourn the loss of the control, but the rest of us lazy bums love it.Talking Is Easier ... > Read more
During Google’s first quarter earnings call for 2013, Patrick Pichette – Google’s Senior VP and Chief Financial Officer – seemed to reveal the real reason behind Google Fiber, Google’s attempt to provide connection speeds “100 times faster than today’s broadband.”Google Fiber, currently active in Kansas City and coming soon to Provo, Utah, and Austin, Texas, is a newer venture outside of Google’s core product stack, and the kind of “speculative product” that Larry Page said is vital to growing and surviving as a technology company.
“Companies tend to get comfortable doing what they’ve always done,” Page said on the call, but “incremental improvements are guaranteed to be obsolete over time, especially in technology.” This is why they’ve taken leaps into ne... > Read more