Larry Kim Posts from the Internet Marketing Blog
Keeping up with what’s going on in marketing can feel like a full-time job. Sure, you can scan the headlines every morning to stay up to date with what’s happening in search and social, but if you’re like me, you probably wish there was an easier way to stay on top of developments in our industry.
Well, now there is!Introducing Larry’s LinksLarry’s Links is a brand-new email series I’ll be sending out. Every two weeks, I’ll be compiling the very best articles about paid search, social media, and internet marketing, and delivering them directly to your inbox – simple!One of my main objectives with Larry’s Links is to not only send you the most valuable articles from the industry’s best-known and trusted publications, but also to highlight the content that other blogs are... > Read more
I've been doing a lot of presenting recently, and I have no problem admitting that it's tough. For those not born with natural eloquence, public speaking can be remarkably nerve-racking. But I’m getting a lot better!One of the biggest lessons I’ve learned over the last few years is that to be a great speaker, it’s key to develop a personal speaking style.
Since I know I’m not the most eloquent speaker in the world, I make up for it by packing my presentations with enthusiasm, unique/proprietary data, and tons of useful content as well as plenty of dumb jokes.We can't all deliver the next Gettysburg Address, but there are lots of small things you can do prior to your presentation that will help calm your nerves and set you up for a better presentation. Here are my 20 best tips to im... > Read more
How would you feel about paying more for your Shopping Ads on branded search terms?A new Google Shopping test, spotted this week by Andy Taylor at RKG, actually directs branded search traffic to a Google Shopping results page, rather than back to your website or your own Shopping Ads.RKG published this screenshot of a test search for the clothing brand Anthropologie:In this test, the Anthropologie shopping results are organized by category in the top right.
The "Shop from anthropologie on Google" link takes the user to a Google Shopping page. In fact, clicking on any content (images or categories) in that ad box will deliver the searcher to the category on Google Shopping, not the Anthropologie website.In the example RKG found, at least, all of the products on the results page were offered... > Read more
Content marketing is all the rage and we know it can be incredibly effective. However, many marketers still struggle to maximize their content marketing ROI. So what’s the problem? You can’t measure the ROI of any marketing channel if you have no idea how it works.How do the best content marketers drive so many eyeballs? How can some businesses afford to keep turning out such awesome stuff? And at what point in the process do casual readers turn into hot leads?There's no black magic (or ancient alien mind tricks) involved.
Once you understand how content marketing really works, you can turn your blog and other content marketing efforts into a full-funnel, lead-generating machine.“I Have No Idea What I’m Doing”Recent research from Content Marketing Institute shows that just 39% of... > Read more
Content marketing is all the rage, but once you create that perfect piece and send it out into the universe, how do you know you're getting the maximum benefit from it? People may read it and love it – but will they ever come back?Marketers have to take the next step to recapture audience attention and turn more lookers into leads.
How? With content remarketing. It's such a crazy effective marketing tactic I can't believe everyone isn't doing it, but they're not. If you're not, you're not just leaving money on the table – you're throwing it out the door. Stop doing that!I recently presented this session at the epic Inbound 2014 conference and wanted to share it here with you, as well. It's a bit of a deep dive, with a lot of non-obvious advice (huge hat tip to our data genius Mark Irvi... > Read more
Recently, the Search Engine Marketing Professionals Organization (SEMPO) suggested that a code of ethics be created to govern how SEOs conduct themselves. In light of the black-hat tactics that regularly make headlines in industry publications, it’s understandable – but that doesn’t mean it’s a good idea, or even practical.
A Code of Ethics Will Create – Not Solve – ProblemsSEMPO’s proposal for a code of ethics is admirable. After all, with many self-styled SEOs still using underhanded tactics on behalf of their clients or for their own sites, something needs to be done. However, the creation and enforcement of a formalized code of ethics would create many more problems than it would solve.Increased Risk of Frivolous LawsuitsAs numerous SEO experts have said, the creation of a... > Read more
As is true of so many things in life, the big boys have it a whole lot easier than the rest of us. Fishing for backlinks in exchange for money can be risky (not to mention deeply unethical), but that didn’t stop Hotels.com, an Expedia property, from sending out spammy emails asking travel bloggers for precisely that.
What Happened?Earlier this month, Tnooz reported that a number of influential travel bloggers received an email from an as-yet unnamed “SEO Manager” for Hotels.com’s Americas division. The poorly-written email was sent from a Hotels.com email address, and claimed that the SEO Manager had been reading the bloggers’ posts. The sender went on to ask if the recipients would be interested in some “brand promotion for our hotels.”So far, so good, right? Unfortunately (f... > Read more
Google AdWords is a seriously powerful, dynamic online advertising platform, yet few users ever even begin to reach their full potential within the service. Google is constantly updating AdWords, adding new features, killing off ones that don't work, and changing the way features function, thousands of times a year.
It's no wonder marketers can't keep up! Thanks to this ever-changing nature of AdWords, there are some really significant features that hardly get any play at all. However, these underused features can have a serious impact on your PPC performance.If you want to really bury the competition, you have to move beyond the AdWords basics and get creative. I went searching for the AdWords features with the lowest adoption – we're talking under 10% – that have the greatest potentia... > Read more
The paid search landscape is fraught with risks and opportunities. But how do you know which risks to address first? Simply digging your way through the mass of PPC data available can be a huge chore.More importantly though, how can you pinpoint and take advantage of the opportunities offering the greatest rewards when the competition is stiff and constantly changing?We talk a great deal here at WordStream about paid search best practices – it's critically important that you get those ducks in a row if you want to see any success in PPC.
Beyond the basics, though, you need a comprehensive and holistic strategy to not only keep up with the competition, but leave them in the dust.Next Tuesday, October 21, Michael Stricker from SEMrush and I are hosting an exclusive webinar to help you do j... > Read more
I recently had the pleasure of hosting a webinar on lead generation strategies with the incredibly knowledgeable Tim Paige, Conversion Educator at LeadPages.LeadPages is a dynamic software company headquartered in Minneapolis – and they're growing fast. They just launched in 2012 and already have millions in revenue from over 30,000 customers.
LeadPages hit a $3.5 million run rate nine months after launching and are now growing at a rate of about 20% each month.Tim and I got together to share the lead generation strategies we've used to build our companies far quicker than most are able to achieve. My own company, WordStream, is now seven years old and has grown 677% in the last three years, to $6.6 million in annual revenue.So how do you DO that?Have a look at what LeadPages learned fro... > Read more
AdWords advertisers struggle constantly to keep pace in an ever-changing industry, where Google likes to switch things up with hundreds of changes to the platform each year.What if you could cut through all the noise, seriously reduce your learning curve, and cut straight to the heart of the most effective and impactful PPC marketing tactics?I recently led a webinar with Thue Madsen from KissMetrics and shared the 10 top PPC marketing hacks you need to optimize your pay-per-click strategy today.
You can keep tweaking copy and testing button placement forever, but those minor changes won't have near the impact as these.Here we go: these are my all-time top 10 PPC advertising hacks.AdWords Hack #1: Optimize Quality Score!Google wants you to think QS isn't all that important, but we know bett... > Read more
Industry thought leaders in the search marketing space have long speculated about how Facebook can compete with Google in terms of its lucrative advertising business. Well, according to recent reports, Facebook could soon surpass Google in terms of its remarketing capabilities with the launch of its Atlas advertising platform.
Image via nettramarketing.comFacebook Putting Google Under PressureFacebook Ads certainly has come a long way in two years. According to The Wall Street Journal, Facebook will unveil the revamped Atlas system next week. Facebook originally acquired the Atlas Advertiser Suite from Microsoft last year, and the new platform promises to be a reengineered version of Microsoft’s former product.So what’s the big deal? For starters, Facebook’s Atlas system is capable of... > Read more
Google has gone to valiant lengths to convince us that rumors of Google+’s demise have been greatly exaggerated, but Google is no longer forcing new Gmail users to connect their account to a Google+ profile – yet another move that could signal the end for Google’s troubled social network.Rumors of the decoupling of Google+ and Gmail first surfaced in the spring.
Google, unsurprisingly, hasn’t exactly gone out of its way to shout about the change from the rooftops, instead choosing to quietly shelve the mandatory integration which had previously been in place since 2012.Although the change means that new Gmail users will no longer be forced to sign up for Google+, they’ll still have the option to do so, as you can see in the image above.Gundotra’s sudden departure from Mountain ... > Read more
It's an exciting week here in Boston, as HubSpot plays host to thousands of business leaders, influencers and entrepreneurs at their epic INBOUND 2014 conference.The conference kicked off yesterday and continues through Thursday, with more than 170 educational sessions for attendees to choose from. Martha Stewart's here, as are Malcolm Gladwell, Guy Kawasaki, Simon Sinek and over 7,500 other leading marketing and sales professionals.
WordStream CEO Ralph Folz spoke this morning, alongside Altitude COO Kory Kolligian, on the essential elements of a winning organization and why company culture matters. If you've ever walked into an office with incredible company culture, you understand the huge benefits inherent to engaged employees with positive morale. The companies considered best to work ... > Read more
Take it from My Little Pony – friendship is magic! And guess what? You can harness that magic and wield the mighty power of friendship on LinkedIn to become a social media socialite! You can become a unicorn in a sea of donkeys.Most people on LinkedIn tend to play it safe when it comes to adding connections.
While sites like Twitter openly advocate adding strangers, most LinkedIn users hesitate to add someone to their network that they haven’t at least met in some vague capacity.However, loosening up the definition of “friendship” can have some serious benefits, especially on LinkedIn. Today we’re discussing how connection-bingeing can greatly improve your LinkedIn street cred. So forget about stranger danger; go ahead add those randos! Advantages of Binge... > Read more
Do you want your content to be unforgettable? Do you want parents to pass on your blog posts to their children, and your white papers to their grandchildren? Of course you do! And the solution is simple – make your content hilariously, milk-exploding-from-nostrils funny. All right, maybe your creations won’t earn a place in the family hope chest, but a touch of comedy will greatly improve any content piece’s shelf life.
News bloggers can write as many as six articles a day, and while those articles may generate tons of views, they tend to go in one ear and out the other. Most readers won’t remember that article next week, never mind who wrote it.The truth is, if you want to be memorable, you need to be funny. You gotta make ‘em laugh! A Spoonful of Comedy Makes Dry Cont... > Read more
Over the past year, Facebook has been rolling out algorithm updates that have resulted in decreased visibility for business’s organic page posts – in March, it looked like organic reach on Facebook was rapidly approaching zero.So how do you beat the odds? In my article today, I'll cover 12 tactics to beat the Facebook algorithm and help you get your fan engagement back!1.
Share Great ContentThe old adage remains true - (quality) content is king. (Sorry about the cliché, Elisa.) If you post awesome content, your chances of being liked and shared increases, boosting your presence in Facebook news feeds. Many of Facebook’s algorithm tweaks are aimed at weeding out what Facebook deems “low quality content,” like memes. For greater reach, opt instead for quality content from news sit... > Read more
Paid search is one of the most effective means for businesses to gain new customers. However, the PPC playing field has changed dramatically in recent years, and strategies that might have been effective in the past simply no longer cut it.In this post, I’m going to show you why you should stop wasting time with low click-through rate PPC strategies or bidding to a particular position, and what you can do to improve the ROI of your paid search campaigns.
What is a ‘Low CTR Strategy’?Before we go any further, I’ll explain what I mean by “low CTR strategies.”There are two main types of low CTR paid search strategies. The first is the type of campaign in which you target broader keywords within your market. These keywords include both informational and navigational queries, as well... > Read more
For the second year in a row, WordStream is listed on the Inc. 5000 list of the fastest growing companies in America. We're incredibly proud of this honor, which speaks to the importance of successful, measurable PPC advertising for businesses across the country. This year, WordStream ranked #673 on Inc.
's annual list of the 5000 fastest-growing, privately held U.S. companies. And, as noted by BostInno, we're the 6th fastest-growing company in Massachusetts.Paid search is the advertising channel of choice for an increasing number of businesses, with advertisers spending 25% more on PPC this year over last. Our core purpose of bringing the power of search marketing to businesses of all sizes – with free grading tools for AdWords accounts and landing pages and now our free learning resourc... > Read more
Holy smokes! Google has today effectively killed off both the Exact and Phrase keyword match types in AdWords!While the keyword match types will still exist, starting in September, AdWords is redefining the definition of how keywords set to phrase and exact keyword match type will trigger search ads by applying close variant keyword matching – meaning your keywords will also trigger for misspellings, singular/plural forms, stemmings, accents, acronyms and abbreviations of the keywords that you specify.
Close variant keyword match was introduced in 2012, and was already the default option when using exact match and phrase match – however previously you could opt out of it. Going forward, this is no longer the case. Here’s everything you need to know about this keyword match type shake-... > Read more