5 tips for starting international PPC

5 tips for starting international PPC

Expanding marketing efforts beyond your home country can be an exciting step. However, branching into new regions with PPC entails much more than simply copying your campaigns and changing the geographic targeting. Don’t rush into setting up international campaigns until you’ve thought out budgeting, channel allocation, account structure, localization, and unique regional concerns. In this article, I’ll expand on each of these points to help you establish a framework for beginning to target other countries. Budget for different costs by country CPCs and CPMs to compete in ad auctions vary widely by country. You can get a rough estimate for projected spend in Google search by adding your keywords to […]

From Coffee Shops to Cat Videos: 13 Unexpected Productivity Hacks That Actually Work

From Coffee Shops to Cat Videos: 13 Unexpected Productivity Hacks That Actually Work

Recently, a friend of mine asked me how my day was. “Busy, but productive,” I replied. But what did that even mean? I suppose what I’d really meant was that all I did was work: I got to work early, worked through lunch, broke for dinner, and then proceeded to sign back online to wrap a few things up after that. And now that I think about it, I barely even moved. Many of us have this distorted idea of productivity where the more hours you put in, the more work you put out. The less you socialize during the day, the more work you put out. The less you move during the day, the […]

A Brief History of Productivity: How Getting Stuff Done Became an Industry

A Brief History of Productivity: How Getting Stuff Done Became an Industry

Anyone who’s ever been a teenager is likely familiar with the question, “Why aren’t you doing something productive?” If only I knew, as an angsty 15-year-old, what I know after conducting the research for this article. If only I could respond to my parents with the brilliant retort, “You know, the idea of productivity actually dates back to before the 1800s.” If only I could ask, “Do you mean ‘productive’ in an economic or modern context?” Back then, I would have been sent to my room for “acting smart.” But today, I’m a nerdy adult who is curious to know where today’s widespread fascination with productivity comes from. There are endless […]

What Do Dolphins Eat? Lessons from How Kids Search — Best of Whiteboard Friday

What Do Dolphins Eat? Lessons from How Kids Search — Best of Whiteboard Friday

We’re bringing back this slightly different-from-the-norm Whiteboard Friday, in which the fantastic Will Critchlow shares lessons from how kids search. Kids may search differently than adults, but there are some interesting insights from how they use Google that can help deepen our understanding of searchers in general. Comfort levels with particular search strategies, reading only the bold words, taking search suggestions and related searches as answers — there’s a lot to dig into.   Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hi, everyone. I’m Will Critchlow, founder and CEO of Distilled, and this week’s Whiteboard Friday is a little bit different. I […]

16 Important Ways to Use Case Studies in Your Marketing

16 Important Ways to Use Case Studies in Your Marketing

When you’re thinking about investing in a product or service, what’s the first thing you do? Usually, it’s one or both of the following: You’ll likely ask your friends whether they’ve tried the product or service, and if they have, whether they would recommend it. You’ll also probably do some online research to see what others are saying about said product or service. Nowadays, 90% of consumers used the internet to find a local business in the last year, and 82% of consumers read online reviews. This shows that the majority of people are looking to peers to make a purchasing decision.Most customers know that a little online research could spare them from a bad experience […]

Google adds ‘Black-owned’ business attribute to local listings

Google adds ‘Black-owned’ business attribute to local listings

Verified Google My Business profile owners in the U.S. can now add a Black-owned business attribute to their listings. Business attributes are highlighted as icons when customers view a business’ profile on mobile, as shown below. The new Black-owned business attribute. Source: Google. Why we care Google said it has seen “a surge in online searches for Black-owned businesses” in recent months — a period in which the Black Lives Matter movement gained momentum. Distinguishing Black-owned businesses in local search may help those businesses attract visibility in Search and Maps and gain customers. “With this attribute, our goal is to make Search and Maps more inclusive and help support Black-owned […]

How to Run a Social Media Contest to Grow Your Site (Best Practices + Examples)

How to Run a Social Media Contest to Grow Your Site (Best Practices + Examples)

Do you want to run a social media contest to grow your website traffic? Social media platforms already have billions of active users. It is a lot easier to find a very targetted audience that could be your potential customer or subscriber. In this article, we’ll show you how to easily run a social media contest to grow your business with some best practices and examples to get started. Why Run a Social Media Contest on Your Website? There is so much content on the internet and too many businesses competing for the same targeted customers. If you have recently started a WordPress blog or launched an online business, then […]

The Key Role Technical Marketing Can Play in Content Strategy

The Key Role Technical Marketing Can Play in Content Strategy

Technical marketing is a key aspect of a successful content marketing strategy, particularly if your organization deals with complex products and services. But it can be difficult when your marketers don’t have a firm understanding of the technical aspects behind your product. Without technical expertise, your marketing team likely has a difficult time executing on content that will resonate with your core audience and — ultimately — turning readers into customers. In this blog, we’ll take a look at why technical marketing is so important, as well as the skills necessary to successfully implement it as part of your wider marketing strategy. But first, let’s take a look at what […]

Feedback optimization: A user-first approach to SEO

Feedback optimization: A user-first approach to SEO

In my last post, I shared how UGC (User Generated Content) helped my nonprofit client create authoritative articles that 1.) saved both of us loads of time and 2.) crushed it in search and social. (Update: that same client’s organic blog traffic is now up +776% Y/Y). But the wins don’t stop there. I discovered that users’ comments on the posts themselves not only provide great supplemental content that may help the page rank, but also offer amazing insight into how to further optimize the content. I call this “Feedback Optimization” – the process of using readers’ comments to improve a piece of content for relevancy and user intent. Doing […]

Google Search Console adds image license structured data support

Google Search Console adds image license structured data support

Google has added support for image license metadata for licensable image label to both Google Search Console reports and the Rich Results test tool. Google said on Twitter “we are happy to announce support for Image License structured data in Search Console in addition to the Rich Results Test tool.” Image license metadata. This is metadata and schema that you can use to display licensing information about content that appears in Google Images. Here is what the licensable image label looks like in search: Search Console enhancement report. A new section has been added to the Enhancements reports in Search Console if you use this markup. Google will only show […]