September 2014 Posts from the Internet Marketing Blog

INBOUND 2014: WordStream Talks Company Culture & Content at #Inbound14

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

September 16, 2014     |   Written by: Larry Kim   |   Posted In: WordStream   |   Comments: 0

Call Metrics: How to Measure the Quality of Your Call-In Leads

As you know, if you’re a customer or a regular reader of the WordStream blog, we’ve recently added call tracking features to our PPC management software. Call tracking is a crucial piece of the puzzle when it comes to accurate measurement of return on ad spend, since many prospects and customers choose to pick up the phone and call your business when they see your PPC ads, rather than visiting your landing page and filling out a form.

If you’re not using call tracking software, you won’t know to attribute those leads to your PPC campaigns, and you’ll underestimate your ROI. You also won’t know which keywords and ads are driving calls and which aren’t.I recently had the opportunity to interview Chen Zhao, an expert on call tracking data and analytics, and ask her some question... > Read more

September 16, 2014     |   Written by: Elisa Gabbert   |   Posted In: Analytics   |   Comments: 0

9 Reasons Why LinkedIn Friendship Is the Mightiest of Magics

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

September 15, 2014     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 1

Google Extends Product Listing Ads to the Google Search Network

Good news for advertisers using Shopping Campaigns: Google is now allowing you to opt into displaying your Product Listing Ads (PLAs) on retail and e-commerce search partner sites.Displaying your shopping campaign ads across Google's search partners network helps you reach motivated consumers outside of the google.

com and Google Shopping environments.Where Will Your PLAs Appear?Google said the network includes "a small set of retail and commerce publishers." The example they used in their announcement was Walmart; in this case, an advertiser selling tailgate grills could have their ads trigger on the Walmart site when someone searches for a tailgating grill.It begs the obvious question: doesn't this potentially take sales away from the partner sites?Like any and everything Google does, thi... > Read more

September 12, 2014     |   Written by: Miranda Miller   |   Posted In: AdWords Tips   |   Comments: 4

Teach Before You Sell with Educational Lead Generation Offers

Does this situation sound familiar?Your AdWords campaign is live, but it is as effective at driving sales as Kanye West is at letting people finish award acceptance speeches.Users type in your keywords and click the ads, but when they are taken to your landing page they don’t convert. It’s not a matter of having a product or service that people want – you have customers who have purchased offline and rave about your solution.

However, when you try to advertise your product or service via AdWords the orders dry up.Instead of the sales you imagined, you are now paying for users to view the landing page and leave. You have a poor conversion rate, an expensive cost per acquisition and your user’s time on site is minimal. You adjust your keywords, put new images on your landing page, an... > Read more

September 12, 2014     |   Posted In: AdWords Tips   |   Comments: 3

Voice of the Customer: The Secret Weapon For Great Landing Page Copy

Most digital marketers agree that landing pages can make or break any campaign, be it PPC, social media, email, or display ads. Once you get people to click, the landing page has to convince your visitor to complete the conversion.To assist in the goal of landing page success, a number of software platforms exist to help marketers test landing page elements.

Visuals, calls-to-action (CTAs), layouts, offers, buttons, and many more elements can be tested. Software can help you conduct A/B tests and create new landing pages on the fly. Just a tweak with the placement of a key visual element might lead to a significant increase in landing page performance.  Unfortunately, when it comes to the actual words on the landing page, marketers tend to rush the process, going with a combination of... > Read more

September 11, 2014     |   Written by: Brad McMillen   |   Posted In: Conversion Rates   |   Comments: 4

Comedy in Content Marketing: To Be Memorable, Make ‘Em Laugh

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

September 10, 2014     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 1

How to Improve Your LinkedIn Profile as a Recent College Grad

It has been about four months since the class of 2014 received their congratulatory ceremonies in what is often considered as a milestone in their lives. It is also a time where countless seniors are entering their final year of eternal sunshine.The reality of the situation is that many students leave college with a naïve conception of what post-graduate life will be like.

This can be attributed to their minimal work experience and the abundance of not-so-friendly advice regarding how royally screwed they are in finding work. (Oh, and WordStream is hiring, by the way.)What many students don’t realize is that whether you’re currently in school or were recently tossed into the job market, networking is still one of the most important techniques you will need to master in order to maximi... > Read more

September 09, 2014     |   Written by: Brett McHale   |   Posted In: Social Media   |   Comments: 11

New Google AdWords Callout Extensions How-To: Highlight Offers in Your Ads

Offers can be an incredibly effective conversion tool, and within the next few weeks, all Google AdWords advertisers will be able to highlight them in their search ads. Google is rolling out a new ad extension called Callouts that enables you to add more text to your ad to spotlight free shipping, discounts, price matching and more.

Callout extensions are similar to sitelinks, but without the links. Google recommends that advertisers use callout extensions to draw attention to unique selling points and important product details and benefits. You can feature up to four callouts in your ad, each limited to 25 characters each, and must have at least two callouts for them to display.Callout extensions can be used with other ad formats, like sitelinks, and are created, scheduled and managed with... > Read more

September 08, 2014     |   Written by: Miranda Miller   |   Posted In: AdWords Tips   |   Comments: 2

PPC Power Users Share Their Best Keyword Strategies [Webinar]

Today’s post is by Brad Geddes, founder of Certified Knowledge and well-known expert and speaker in SEO, PPC, social, display, and affiliate marketing. Learn more about Brad here.How important is keyword strategy to your PPC campaigns?It’s crucial! Keywords are the basis of any campaign, but use them to their full potential and they become a powerful weapon in your search marketing arsenal.

Keyword strategy drives the success of your campaign and affects impression volume, Quality Score and the cost you'll pay for each click. If there's only one place you can afford to focus your efforts, it's here.Next week, on Tuesday, September 9, three PPC power users – Jaclyn Jordan, an experienced PPC account manager from WordStream, competitive intelligence expert Mike Roberts from SpyFu, and ... > Read more

September 05, 2014     |   Posted In: Keyword Marketing   |   Comments: 2

Meet the WordStream Team at PubCon Las Vegas (and Save 20%)!

When you think of Vegas, images of smoky casinos, glitzed-up showgirls and wild pool parties probably come to mind, not necessarily paid search. However, come October, the Las Vegas Convention Center will actually be the home base for one of the biggest, most popular digital marketing conferences in the world, PubCon.

Larry Kim and I will both be presenting at this year’s conference and we would love for you to join us!If the prospect of a “The Hangover”-style business trip with Larry Kim hasn’t won you over already, let me entice you with the lustrous PubCon line-up. The event kicks off on October 6 with the exclusive, Masters Group Training program, where participants can focus on one of three tracks (SEO, Social Media Marketing or Google and Facebook Advertising) and get to do i... > Read more

September 04, 2014     |   Written by: Erin Sagin   |   Posted In: WordStream   |   Comments: 0

Perfect Timing: The Very Best Time to Send Email Newsletters

Timing is everything – right? It may not be everything, but it certainly matters, especially when it comes to getting subscribers to notice and open your emails.So when is the best time to send newsletter emails? We have some advice and we’re eager to share.Best Email Send Time: General AdviceThese general email send time tips are widely accepted by the email marketing community.

They are great when you’re starting off, but be sure to read on and see why they won’t always work.Daytime vs. Nighttime. While this one may be obvious, it’s usually better to send out your email campaigns during the daytime. You know, when people are awake. Not asleep.Mad Mondays. The general consensus is that should avoid sending out email blasts on Mondays. Why? People are already bummed out about the... > Read more

September 04, 2014     |   Written by: Megan Marrs   |   Posted In: Marketing Strategy   |   Comments: 2

Storytelling in Content Marketing: What It Is, What It Isn’t, & How to Do it Right

I recently came across this video, in which renowned Austrian graphic designer Stefan Sagmeister tackles the stubbornly enduring buzzword “storytelling.” In refreshingly candid and colorful language (some of which is NSFW, by the way), Sagmeister dismisses those who claim to be storytellers, because the majority of people who apply this label to their work simply aren’t storytellers.

Before we go any further, watch the video. It’s only two minutes long. Go ahead, I’ll wait.WARNING: Again, this video contains some NSFW language. If you’re in the office, wear headphones.Although Sagmeister is referring to the concept of the self-styled storyteller within the context of design, his remarks are equally applicable to content marketing. We keep hearing about the importance of storytel... > Read more

September 03, 2014     |   Written by: Dan Shewan   |   Posted In: Marketing Strategy   |   Comments: 1

Google Gives AdWords MCC Users the Gift of Consolidated Billing

Google AdWords My Client Center (MCC) users have one more accounts management feature to love. Over the weekend, Google announced the rollout of AdWords Consolidated Billing, enabling agencies to combine multiple account invoices into a single one.Consolidated billing will also allow account managers to create, fund and manage AdWords budgets for new or existing accounts in the interface, without having to contact support.

New invoice structuring options enable you to combine everything in one invoice, or create multiple invoices based on segmentation by brand, location, division, etc.Another improvement is the addition of email delivery for invoices. Users can now choose to have invoices emailed, or download them at the beginning of the month. Previously, download and regular mail were th... > Read more

September 02, 2014     |   Written by: Miranda Miller   |   Posted In: AdWords Tips   |   Comments: 0

13 Ways to Beat the Facebook Algorithm

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

September 02, 2014     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 7
 
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