What location data can tell us about the COVID-19 pandemic

What location data can tell us about the COVID-19 pandemic

Mobile location data is a versatile tool for marketers; it can act as a kind of real-world cookie substitute, help define audiences, provide competitive insights and enable online-to-offline attribution. And it’s now being deployed in the service of virus tracking as well as offering a near real-time look at the condition of the (offline) economy. Tracking the Progression of the Virus Many people have already seen the video (below), which illustrates the power of location data. It shows the migration of Florida spring break revelers, who subsequently tested positive for COVID-19, spread the virus to other areas of the country as they return home. The location data come from X-Mode, […]

Video: 8 takeaways for B2B advertisers in the time of COVID-19

Video: 8 takeaways for B2B advertisers in the time of COVID-19

[embedded content] On Live with Search Engine Land Wednesday, veteran search marketers Brad Geddes, co-founder of AdAlysis, Michelle Morgan, director of client services at Clix Marketing, and Matt Van Wagner, president of Find Me Faster shared what B2B advertisers are seeing, how they’re managing campaigns and what the “new normal” will look like when the pandemic ends. “This is our first pandemic, we have no idea.” If you’re feeling unsure right now, know that you’re not alone. “This is our first pandemic, we have no idea what’s going to happen, but we have tried to be as conservative as possible so that we have budget and cash available when things […]

SMX Overtime: How to run effective top-of-funnel search campaigns

SMX Overtime is part of our SMX speaker series from SMX presenters answer questions from attendees on a variety of topics. In February, I had the pleasure of speaking at SMX West about the ins and outs of top-of-funnel search campaigns. Since then, I’ve had a few follow-up questions come in, which I’ve answered below. What kind of micro-conversion do you recommend for top-of-funnel? There are so many good options for top-of-funnel micro-conversions. Think of micro-conversions as a way of delivering information and there are so many different ways to do that. The “best” way is going to depend upon your audience. Who are you trying to reach and how […]

Marketers surveyed say they would choose Google Ads over SEO if they had to

Marketers surveyed say they would choose Google Ads over SEO if they had to

During this time of marketing budget freezes and re-deployments, the question of which channels to use for greatest impact is top of mind for most marketers. Two surveys cast some light on the current thinking among marketing professionals and small business owners about the relative merits of SEO and PPC. Paid search preferred. A survey by BestSEOCompanies.com, polled 1,000 marketing professionals and consumers (split almost evenly) and asked about the effectiveness of SEO vs. Google Ads according to several measures. Marketers in roughly equal numbers found both SEM (90%) and SEO (87%) to be effective. Forced to choose one or the other, however, a surprising 64% said they would choose […]

SEO for recreational and commercial vehicles in a COVID-19 world

SEO for recreational and commercial vehicles in a COVID-19 world

March has been a very challenging month around the world, and while marketers are not on the front line of the fight against COVID-19, we are fighting to keep our businesses going, and to keep traffic coming to our sites, or our client’s sites, in the face of an unprecedented situation. No matter how much time you took to plan strategies, model out scenarios and prepare your business for 2020, there’s no comparable situation that can offer any substantial direction to any marketer right now. On March 11, COVID-19 was officially declared a global pandemic, since then various industries have seen swings in traffic to reflect the new reality, with […]

Should you continue to solicit reviews during the outbreak? Local SEOs disagree

Should you continue to solicit reviews during the outbreak? Local SEOs disagree

Google has suspended publication of reviews and review responses in Google My Business. Yelp modified review guidelines to protect local businesses from “reputational harm” during the outbreak but is still accepting them. Facebook, TripAdvisor and others don’t seem to have made any changes in review acceptance or review guidelines. The question of how to address reviews during the COVID crisis was the subject of some discussion, and different viewpoints, during last Friday’s Live with Search Engine Land. So, as I did with store-hours guidance, I decided to follow up with a number of local marketers: Mike Blumenthal of GatherUP, Claire Carlile of Claire Carlile Marketing, Adam Dorfman of Reputation.com, Miriam […]

Why you need to update your PPC ad copy now

Why you need to update your PPC ad copy now

“It seems very obvious to update ads, but the reality is very few advertisers are doing it,” Microsoft’s Rik van der Kooi said during a live-streamed event for partner agencies Tuesday. The top consideration for many marketers as the implications of coronavirus became clearer was budget. But there’s a real opportunity for those that focus on messaging during this time. Data-informed messaging “We have been using data to help show [clients] opportunities to continue to grow their business and to help others in need,” said Spencer Jahnke, senior manager of paid media at Minneapolis-based digital marketing agency Augarian. “Utilizing Google Trends on a more consistent basis has been useful to […]

Did you know that over 60% of organic site visits come from mobile?

Mobile. Is. Everything. Including tablet traffic, mobile devices generated more than 60% of organic site visits, according to Merkle’s 2019 report. What does this mean to you, the SEO? This should cement the idea that websites should be mobile-first and not just responsive. Page load times on mobile also play an important role, with Google penalizing sites that offer a too-slow-experience for users. This SEO trend is one of many trends you’ll uncover in MarTech Today’s Enterprise SEO Tools for Content Marketing, Search Intelligence, UX and More. Our free, downloadable guide looks at the trends SEOs and vendors are adapting to. It also features 20 in-depth SEO platform company profiles and the […]

Google Ads ends monthly campaign budget test

Google Ads ends monthly campaign budget test

Google has ended its short-lived test of monthly ad budgets, it appears. Advertisers that had access are now being notified, according to a screenshot of the notice that Gianpaolo Lorusso of AdWorld Experience tweeted on Wednesday. Advertisers were told, “Monthly budgeting will no longer be available as of April 2020. Your campaign budgets will automatically switch to daily then, or you can update to daily budgets anytime before April.” Source: Gianpaolo Lorusso, AdWorld Experience The test began in September 2019, Lorusso said. As of this month, monthly budgets will be converted to daily budgets. For those that had access to the beta, advertisers could set a monthly campaign budget, but […]

The Tiger King used illicit SEO tactics to mislead searchers

The Tiger King used illicit SEO tactics to mislead searchers

Have you caught the SEO cameo in Tiger King? “Joe started realizing that if he made his name close to Big Cat Rescue, when they Google it, it might pull him up first,” said John Reinke, former manager of the G.W. Zoo. The new name: Big Cat Rescue Entertainment. Seriously. That’s from episode four of the much-talked-about Netflix docuseries Tiger King, which explores the bizarre rivalry between G.W. Zoo owner Joe Exotic and Big Cat Rescue animal sanctuary founder Carole Baskin. The episode begins with interviews regarding Exotic’s shady attempt to manipulate search engines and mislead users into booking business with him by associating his traveling tiger show with Baskin’s […]