3 pitfalls of PPC experiments

3 pitfalls of PPC experiments

While there are many true-and-tried best practices in search marketing, the devil is in the details when it comes to achieving the best results. For example, it’s hard to argue with the merits of automated bidding but it’s not that hard to get bad results if you deploy it incorrectly. Say you read that Hertz used smart bidding to reduce their CPA by 35% so you decide to deploy the same strategy in your account. If it were that simple to run a successful Google Ads account, we’d all be out of jobs. Simply knowing what feature to use isn’t enough as you also need to know the right settings […]

Consumers more invested in reviews, but also more skeptical of authenticity — survey

Consumers more invested in reviews, but also more skeptical of authenticity — survey

Users are increasingly relying on search and reviews when looking for local businesses, the latest BrightLocal consumer reviews survey finds. However, it also shows increasing skepticism of review authenticity and adaptive consumer behavior to combat review fraud. The survey polled just over 1,000 U.S. adults during November. Vast majority do local search. As a foundational matter, the survey asked about local search. It found that more people (90%) were searching for local businesses with greater frequency than last year. Frequency and penetration were associated with age; younger users searched more often. The same was true of review reliance. Younger users (18 – 34) more heavily relied on reviews than older […]

Google adding more news content to ‘top stories’ in search results

Google adding more news content to ‘top stories’ in search results

Google is changing how it presents news stories in its search results. When people search for news, they typically see two top stories and a horizontal, scrolling carousel of results (AMP pages). As of today on mobile devices, people will see multiple carousels of news stories on the same topic. They’ll also find additional content types, “such as notable quotes and related opinion pieces,” according to a Google blog post. More scrolling news carousels. The graphic below illustrates the change from the current SERP to the new presentation of news stories. Google says the change will allow for more “high-quality content beyond the most recent coverage as well as more […]

Millennials vs. Gen Z: Why Marketers Need to Know the Difference

Millennials vs. Gen Z: Why Marketers Need to Know the Difference

In recent years, there’s been a common misconception that Gen Z and millennials are essentially the same. When companies discuss reaching younger audiences, many often lump Gen Z and millennials into the same group and create one campaign strategy that they believe fits both groups. Sure, many millennials and Gen Zers are considered “young adults.” Not to mention, both generations are highly connected to technology and the internet. With these similarities in mind, it might seem effective and cost-efficient to run one campaign aimed at both generations, but is this really the right move? To investigate, I decided to start by letting consumers weigh in on whether or not the […]

How 13 Brands Are Leveraging Snapchat Discover

How 13 Brands Are Leveraging Snapchat Discover

Since Snapchat launched in 2011, brands have been experimenting with new ways to reach the platform’s Gen-Z and millennial audiences. However, marketing on Snapchat hasn’t always been easy. Between 2015 and 2017, brands like NASA, Warby Parker, and Sour Patch Kids started their Snapchat strategies by creating individual accounts. Based on the fact that none of these accounts are still posting, it seems that they quickly found that Snapchat’s platform did not do them any favors. For example, since branded individual accounts are essentially the same as personal accounts, there’s essentially no difference between businesses and people on the platform. When following a business on Snapchat, it’s hard to tell […]

Google now shows carousels of reviews on local business profiles

Google now shows carousels of reviews on local business profiles

Google has been spotted displaying reviews in a carousel format, placed more prominently on local business profiles. The feature was spotted by digital marketer Aneel Badyal and confirmed by a Google spokesperson. A screenshot of the reviews carousel that surfaces on GMB profiles for relevant queries. Source: Aneel Badyal. Why we care Review excerpts on Google My Business-powered (GMB) listings are not new; however, this is the first time they are displayed in a scrollable carousel format that may promote viewing more reviews without the user having to click “see all reviews.” Additionally, the reviews carousel is placed high enough on the listing (below the business’ name and above its […]

How to Clear Facebook Cache, Twitter Cache, and LinkedIn Cache so Your Content Looks Right

How to Clear Facebook Cache, Twitter Cache, and LinkedIn Cache so Your Content Looks Right

Social Media Marketing Industry Report In our 11th annual social media study (46 pages, 60+ charts) of 4800+ marketers, you’ll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! Get this free report and never miss another great article from Social Media Examiner.

9 Questions with SEL Awards Judge Chris Sherman

9 Questions with SEL Awards Judge Chris Sherman

Last week I sat down with Search Engine Land’s Founding Editor Chris Sherman to pick his brain a bit on what it’s like to judge the Search Engine Land Awards, what he and his team of judges look for, what has knocked their socks off in the past, and yes, even what makes them cringe. Interested in checking out the 2020 Awards? We’re officially open for submissions. Check them out. KJ: Alright, Chris, lets hit a few of the basic questions first — give me your super-quick background of your current work in the search industry and how long you’ve been a judge for the Search Engine Land Awards. CS: […]

Video: Ben Cook on site migrations & the earlier days in SEO

Video: Ben Cook on site migrations & the earlier days in SEO

I had the privilege of sitting down with Ben Cook, an industry vet, at the Perficient Digital offices in St. Louis. We talked about some of the earlier days of SEO, which were somewhat like the wild wild west. We also talked a bit about the acquisitions his firm has been doing over the past few years in the SEO space. Ben Cook also shared some stories around site migrations. He said it is sometimes interesting the issues that occur with site migrations, most being pretty simple and easy to fix, but it is about checking and double-checking to make sure all your basis are covered. You can watch the […]

Instagram’s Now Testing its New Layout Options for Instagram Stories Frames

Instagram’s Now Testing its New Layout Options for Instagram Stories Frames

Instagram has begun limited testing of a new ‘Layout’ option in Instagram Stories which enables users to select from a range of presentation styles for their visuals within a Stories frame. As you can see in this tweet from social media consultant Matt Navarra (via researcher Satyam Sinha), the new option enables you to choose a split-screen grid type for your images, with six different grid styles to consider. At this stage, it seems that you’ll only be able to add still images to each grid segment. The Layout option was first spotted in testing by reverse engineering expert Jane Manchun Wong back in August, but now seems to have […]