4 Ways to Make Your Smart Bidding Smarter via @digital_future

4 Ways to Make Your Smart Bidding Smarter via @digital_future

How and how often do you optimize bids? The ideal frequency depends on: Campaign goals. The amount of data available to your ads and keywords. Competitive landscape. Still, it is safe to say that a regular bid review is needed. Thankfully, with all the automation solutions, bid management can be systematic. Advertisers quickly get access to the same engine features. That is not to say, though, that automation can take all aspects of bid management decision making off your hands. Sure, automation supports scale, allows for complex rule setup, and enables optimization to multiple goals. However, as with any campaign settings, a “set it and forget it” approach will not […]

Is a Super Bowl Ad the Equivalent of Lighting Money on Fire? via @gregjarboe

Is a Super Bowl Ad the Equivalent of Lighting Money on Fire? via @gregjarboe

Three years ago, Tim Sullivan and Ray Fisman claimed in The Harvard Business Review that “a Super Bowl ad is the equivalent of lighting money on fire.” Were they right? Well, it depends on how you measure your results. Digital marketers know that there are a ton of metrics out there. And they understand why you should use a different set of metrics as KPIs for a brand campaign than you would for a performance campaign. (As Albert Einstein explained, “If you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”) So, what can we learn by analyzing […]

7 Best Free Ecommerce Platforms for 2020 (Compared)

7 Best Free Ecommerce Platforms for 2020 (Compared)

Are you looking for the best free eCommerce platform to build your eCommerce website? In the early days, eCommerce platforms used to cost thousands which kept many small businesses from creating an online store. Luckily now there are several popular eCommerce platforms that offer free or low cost options. In this article, we will compare the best and most popular free eCommerce platforms that you can use to start an online store. We have a detailed pros and cons analysis for each, so you can choose the best eCommerce website builder for your needs. How to Choose the Best Free eCommerce Platform Let’s be honest, there is no such thing […]

It’s Time to Put the ‘Marketing’ Back in ‘Content Marketing’ via @dohertyjf

It’s Time to Put the ‘Marketing’ Back in ‘Content Marketing’ via @dohertyjf

Content marketing has, undeniably, grown dramatically in popularity over the last decade. With that has come confusion about what it is and what the goals of it are. When I started in SEO and digital marketing in 2009, there was no concept of “content marketing”. Companies still weren’t convinced they could make money with a web presence. Technology hadn’t progressed nearly as far as it has current day, so algorithms and systems used to rank websites were still fairly rudimentary. They were also pretty easy to game. SEO at that time was trying to keep one step ahead of the search engines. You’d do things that worked, someone would blog […]

The Guide to Workplace Communication Channels You Didn’t Know You Needed

The Guide to Workplace Communication Channels You Didn’t Know You Needed

Emails and IMs and shared docs — oh my! With all the different communication channels we use every day at work, it’s easy to miss their nuances. Sure, email seems like a good go-to, but it has its downsides. And what about Google Docs or Confluence pages? When should they be open vs. restricted? Let’s be real: these are not questions that keep us up at night. Nonetheless, choosing the right channel for the message is a great way to boost productivity and reduce the frustrations of working with others. That’s why we put together this handy-dandy guide to using email, chat, documents, and real-time communication. You’ll notice a strong […]

Introducing the Periodic Table of Digital Commerce Marketing

Introducing the Periodic Table of Digital Commerce Marketing

  If you’re a retailer or manufacturer of goods sold online, you may be overwhelmed by the new digital marketing opportunities popping up nearly every day. Whether it’s new Google Shopping campaign options, shoppable posts on social media, or advertising opportunities on Amazon or Walmart, there have never been more ways to market products online. And, of course, each option has its variations, its pros and cons and its emerging best practices. Today at our SMX West conference in San Jose, Marketing Land editor-in-chief Ginny Marvin unveils a new resource to help you get a handle on this rapidly-growing space — the Periodic Table of Digital Commerce Marketing. In the […]

Video: Rhea Drysdale on hyperlocal SEO & saving clients money

Video: Rhea Drysdale on hyperlocal SEO & saving clients money

My last interview in the Albany, New York region was with Rhea Drysdale, the CEO and co-founder of Outspoken Media. I’ve known Rhea for a pretty long time now through her SEO career, and I was super happy that she was able to fit me in to discuss SEO topics she is passionate about. We first talked about running a business, managing all the small and large details around owning a small business. That led to how she leverages that knowledge and experience to save her clients money and resources with SEO. Hyperlocal SEO was a topic of mind that day, and we also discussed how Google seems to be […]

Q&A with Postclick Director of Implementation, Roxi Laza: What Resources & Technical Requirements are Necessary?

Q&A with Postclick Director of Implementation, Roxi Laza: What Resources & Technical Requirements are Necessary?

Since CEO Tyson Quick announced Postclick, we’ve been featuring a behind the scenes look at the new Full-Service offering. So far we’ve explained why a Full-Service solution is necessary for brands, what customers can expect, and how brands maximize advertising conversions. Today talk with Roxi Laza, who details the implementation process for Full-Service clients. What is your role with Postclick? RL: As Director of Implementation, my primary responsibilities are to research, evaluate, and implement potential custom features, integrations with 3rd party systems, CRMs, our client’s in-house systems, as well as connecting with analytics and tracking services. How is the Full-Service process different than the Instapage Enterprise implementation process? RL: With […]

Banner Ads Explained in 500 Words or Less

Banner Ads Explained in 500 Words or Less

Let’s talk about online advertising. Specifically, banner ads. You know the ones: when you’re scrolling through your favorite website, (Today, mine is The New Yorker), and are greeted with one of these beauties: Source Banner ads, also called web banners, are ads displayed on web pages. Generally, they’re more image-based than other digital ads to catch the web browser’s attention. They usually contain an image or short animation, like a gif. The goal of a banner ad is to drive traffic to a website. This happens when a browser clicks on the ad. Also, if your banner ad is a potential customer’s first introduction to your brand, it could make-or-break […]