5 Can’t-Miss Sessions at #INBOUND17

On September 22, 2017
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It’s that time of year again, Inbounders!

Between September 25 and 28, marketers of all walks will descend on Boston for HubSpot’s annual celebration of “the human, helpful side of business.” This year’s INBOUND keynotes promise to be unbelievable (again), with speakers as wide ranging as former First Lady Michelle Obama and WWE star John Cena.

inbound 2017 wordstream sponsor 

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8 Popular Landing Page Designs: Which Types Work Best?

On September 21, 2017
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Landing page designs Mayweather McGregor fight

Designers and marketers are always debating what types of landing pages work best. Minimalist design? How much copy? Long-form or short-form? What about video vs. static? Well, why not square landing page designs off in a series of fights?

So check out eight popular landing page design types, their pros and cons, how they compare, and what might happen if they duked it out in a ring.

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What’s a Good Quality Score for Each Type of Keyword?

On September 19, 2017
5

When it comes to Quality Score everyone wants a 10. But for certain types of keywords, that’s about as likely as WordStream doubling my salary to drink bourbon and grill dry-aged ribeyes on a veranda overlooking Lake Winnipesauke. We can dream, but it ain’t gonna happen.

You see, when you add a new keyword to your account, Google automatically assigns it a starting Quality Score of 6. From there, a combination of factors, including expected CTR, ad relevance, and landing page experience, will determine whether that score sinks or skyrockets. But not all keywords are created equal.

quality score factors

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8 Advertising Tips for Electricians & Other Tradesmen

On September 18, 2017
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For a millennial, full-time digital marketing professional who runs ad campaigns for the tech startup she’s employed for, learning AdWords seems quite feasible.

For an electrician, roofer, locksmith, or contractor, PPC can be more of a challenge. They may not have grown up with the internet, and they certainly did not attend school to become digital advertisers. They more likely attended a trade school to master the jobs they do now. Their priorities are fixing your pipes, repairing your roofs, and ensuring your televisions are installed properly.

construction workers in the 1930s

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Facebook Relevance Score: 4 Key Facts to Know

On September 14, 2017
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Every decent online ad platform has a metric for measuring ad quality. The better your ad quality, the lower your costs and the more people get to see your ads. For Google AdWords, that metric is Quality Score. For Facebook, that metric is Relevance Score.

As Facebook ads become more prevalent among advertisers of all sizes, so too does the focus on the channel’s proprietary health metric, Relevance Score. Today I’ll dive into Facebook’s Relevance Score, addressing what it is, how it’s calculated, and, most important, what you can do to improve your ads’ performance.

components of facebook ad relevance score visualized

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How Much Are Mobile Brand Searches Really Worth? (Data)

On September 12, 2017
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When I initially started working in SEO, I was working for then-unknown start-ups (including this one), and branded searches seemed to me to be the most boring part of SEO and PPC. Those searches are already there (they get created by other channels), you’re almost certainly going to rank for them in organic search, and you likely have to “defend” them in PPC. So who really cares about branded searches?

But as I did more work in SEO and PPC with companies of varying shapes and sizes, I quickly learned that for many sites branded searches make up a majority of their organic and paid traffic. Beyond that, for very large brands that traffic can be worth millions and millions of dollars.

top brands using google adwords

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Complete Beginner’s Guide to Advertising on Amazon

On September 11, 2017
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Is Amazon taking over the world? Well, I’d estimate that I spend half of my paycheck on Amazon Prime. Whether it be stocking up on paper towels and cleaning supplies, buying random kitchen products, or ordering my favorite snacks in bulk, it’s hard to resist the convenience and affordability of Amazon.

If you’re not an Amazon shopping fanatic like myself, your customers likely are. There are 300 million Amazon users, and it’s estimated that 80 million Americans are Amazon Prime members! 80 MILLION! In fact, more American households have Amazon Prime accounts than attend church regularly or have a landline phone!

Beginner's guide to advertising on Amazon Prime memberships households church landlines 

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