May 2013 Posts from the Internet Marketing Blog
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
What is Inbound Marketing? The Story of How PPC Became "In"The industry is all a-buzz today with Rand Fishkin’s announcement that SEOmoz is relaunching and rebranding as simply Moz. They are distancing themselves from their history as an SEO company and positioning themselves as a provider of more general marketing tools, with a focus on “inbound marketing,” the phrase that local Boston company HubSpot and others made (relatively) famous.
I couldn’t help but notice that Rand’s blog post explaining the change included a revision of a diagram he had previously used when discussing inbound marketing. Here’s the new diagram, which distinguishes between inbound marketing and “interruption marketing”:And here’s the old diagram, from Rand’s March 2011 blog post:Notice anything ... > Read more
Over the past six months or so, I’ve been conducting an informal survey before all of my PPC webinars. I ask attendees to tell me how much time they spend doing PPC every week, as well as which task is the biggest time sink in PPC management. For the first question, answers vary from less than an hour up to 40 hours a week.
For the second, they’re a bit more consistent. I averaged the answers from the past several webinars and found that PPC managers find keyword research to be the single biggest time sink in PPC (wow, you guys really spend a lot of time on keyword research). This was followed closely by reporting and analysis:Why do advertisers spend so much time on PPC reporting? Because the available PPC reporting tools are often too complex. You go into AdWords or Analytics to chec... > 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 WordSt... > Read more
Why is Social Media Management Important?With so many different social media sites to post, share articles, and track engagement on, finding a reliable social media management tool to help streamline your social media tasks is pretty essential.Social media managing tools can help marketers save time, stay organized, and optimize their efficiency.
Today we’re looking at some of the top contenders for social media management systems. While some overlap, each has its own advantages and disadvantages. This guide should help you determine which tool is the best fit for your business.Social Media Management Tool ReviewsThe pricing design of these social tools is fairly consistent – there’s usually a set of plans ranging from the cheapest and most basic, to the more expensive and advanced. C... > Read more
There’s been a lot of negative stuff in the press so far about how Yahoo is making a big blunder with its recent acquisition of Tumblr.In this article, I’ll explain why I think they’re all wrong.But first, let’s address the critics, who in general, seem to be focused on two main points:1. Yahoo Sucks at Integrating Companies (See Flickr)In 2005, photo sharing site Flickr was at the forefront of the social media revolution.
But, as some critics have pointed out, Yahoo’s reign has brought with it a complete lack of innovation, and as a result the company failed to do anything interesting with the huge audience Flickr had.All this is true – however, it happened under Yahoo’s previous management, before Marissa Mayer took over the helm. This is backwards-looking, not forwards-loo... > 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
We all know social media is a hugely valuable element of online marketing when it comes to building a customer base, search engine rankings, and brand recognition. As a major player, Twitter is one of the most important and popular social media networks frequented by users around the globe.Obtaining a high number of followers is a landmark goal of many Twitter users.
Getting those followers isn’t always easy though, which leads some innocent businesses to wander down the shady path towards the ominous castle black-hat, wherein lies the dark tactic of buying Twitter followers.With a simple swipe of a credit card, you can obtain legions of your own mindless Twitter drones! To buy or not to buy? Let’s review the reasons for and against buying Twitter followers.In this post, we'll be looki... > 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
There is an age-old argument about structuring your account based on the match type of the keywords in each ad group. Should you add all keywords on exact, phrase, and broad (and don’t forget modified broad)? What is the right way to do it? If there are so many ways to structure, how do you choose? These are all questions that, so far, I haven’t seen definitive answers to.
Everyone seems to have an opinion on how to structure an account – do this, don’t do that, add this, follow this best practice, etc. But who is right?Hard evidence seems to be lacking for one view or another, but is adding all these match types ever necessary? If you have a keyword on a broad match type, why do you need phrase and exact? Aren’t you already getting enough traffic? And this is where the problem l... > Read more
Enhanced Campaigns Are Here! Wait … Am I Making More Money?When switching to Enhanced Campaigns – which will be required for all AdWords users within the next few months – I would advise all advertisers and managers to remember that any drastic changes that happen quickly and suddenly are most likely to go poorly.
While there is certainly cause for excitement surrounding the ability to control bids at a targeting level, I would implement any of these changes at a gradual pace as opposed to all at once. Every account is different, but don’t go nuts implementing a ton of geographic and device bidding all at once – you could quickly lose control of the account. Unless your account is totally upside down, I would try to roll out advanced bid changes throughout the summer at a slow pa... > 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
How do you tap into the subconscious mind of your site visitors and make them click that call-to-action button? The moment you get a little salesy, you know they’ll run away before you even realize what happened.With customers getting smarter by the day, subtlety is the key to success. In simple words, you have to persuade them to complete your conversion goal by making them think that they want to do it, and not because you want them to.
Make your visitors achieve their goals first, before you bother them with your marketing goals.But how do you do that? Some of you have probably heard about the principles of persuasive copywriting, like scarcity, urgency, authority, consensus, consistency, reciprocation, and liking.Moving beyond the common wisdom of these persuasion tactics, here are s... > Read more
What’s your strategy for setting up your campaign budgets? One of our clients shared a case study with me about how he restructured his campaigns and budgeting strategy by combining the popular 80-20 Rule and the English soccer league system. Using this structure, he was able to improve his metrics across the board.
Let’s take a closer look at his account restructuring plan and execution to see what lessons we can learn.Background Info80-20 RuleThe 80-20 Rule (more formally named the Pareto principle) states that roughly 80% of the effects come from 20% of the causes. Our client was seeing a similar ratio of cause to effect with the performance of his account: 20% of keywords and ad groups were bringing in about 80% of impressions, clicks, and conversions.Soccer League TiersOur client a... > Read more