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Guidance from our Digital Marketing Experts in Seattle
Every year, we see shifts in advertising strategies on Facebook based on their constantly evolving features and ad manager updates. In 2021, one of the most significant of these was the iOS14 update that changed the way iPhone user data is tracked (or not tracked). This of course impacted ad results and targeting, and marketers had to adapt. Along with outside changes, Facebook — or should we say “Meta,” no matter how much we might all roll our eyes at that rebranding — and its subsidiaries continue to refine what […]
What is this infinite scroll? Previously on Google’s mobile results page, you would have the first 10 or so results all on one page. When you got to the bottom of that page, you’d find the “next” button that would take you to the next batch of results. Now Google is removing that mechanism; instead of having the option to go to the next page of results, they’re eliminating these pages completely. Instead, Google’s mobile SERP will now show four pages’ worth of search results — once you scroll to […]
When it comes to developing your SEO strategy, there are 2 distinct things you should keep in mind – E-A-T and YMYL. E-A-T stands for expertise, authority, trust, and is one of the main ways Google gauges your credibility in your niche’s ecosystem. YMYL stands for “Your Money or Your Life,” which may or may not apply to your business. More on this below. Let’s start with E-A-T, which stands for: Expertise refers specifically to the creator of the article (or blog post, video, etc.). Basically speaking, if you are […]
Besides being a fun acronym to say, FUDs are an important thing to consider regarding your website. “FUD” stands for fear, uncertainty, and doubt. Essentially, they’re the reasons visitors to your site might leave without purchasing your good or service in the first place. All else held constant, FUDs lead to a poor user experience. They can often prevent otherwise interested visitors from converting, whether that’s through making a purchase, submitting a lead, etc. This is because these fears, uncertainties, and doubts undermine a visitor’s trust — can they trust […]
If you’re working on marketing, whether as the owner of a small business or as part of a marketing department on a much larger team, you’re almost certainly using Google Ads. (And if not, get on it!) But while Google Ads itself is crucial to building your online visibility and increasing your business’ success, there’s ways its usability can be hindered. Enter Editor. What is Google Ads Editor and what are its features and benefits? Before we dive into it, Editor is a program you can connect to a Google […]
Navigating advertising in the eCommerce landscape can be intimidating but it doesn’t have to be. Facebook, Instagram, and WhatsApp have features designed specifically to highlight eCommerce products. Alongside this, platforms are constantly changing, as are the ways people use them. Features that are relatively new to Facebook and its subsidiaries are valuable new assets for you to advertise your business and make your products stand out. Between Facebook, Instagram, and WhatsApp, there’s many useful ways to sell your products and get creative. Facebook, ads, and catalog sales Beyond just advertising […]
Google offers a lot of channels on which to advertise and settings you can play with to best achieve your campaign goals. But what if you want to coordinate a campaign that’s not limited to one channel, without dealing with tediously applying settings across so many broad approaches? Enter the newly-introduced Performance Max. What is Performance Max and how is it useful? Performance Max is a new campaign type from Google that’s based on your identifiable goals for a campaign. It gives you the ability to use all your Google […]
When it comes to PPC marketing, there are many aspects that go into an effective campaign. Alternatively, this also means there are many areas where, if not done right, your effectiveness can be reduced. Here we have some recommendations for approaches you can take to increase the efficiency of your PPC accounts. It pays to be lazy Seriously — your goal here is to not have to do extra work. This is of course because extra work is extra time, which is definitely avoidable. Furthermore, besides valuing getting “lazy” because […]
What is faceted navigation, why is it important, and how can it throw your SEO off? Faceted navigation is the feature on e-commerce sites where users have filter options to refine their product search. Depending on the type of product you could be looking at, you could have options to weed out products that aren’t of your preferred brand, size, color, etc.; for example, looking on a page that sells shoes, maybe you’d want to filter so you only see flats in size eight that are red. When visitors are […]
What’s a UTM parameter, and how do you use them? UTM stands for “urchin tracking module,” and it’s a collection of five URL parameters you can implement to track your online marketing campaigns’ effectiveness. When somebody is referred to your site by an external link, the applied UTM parameters get sent to your Google Analytics. From there, you can see the subsequent data in your Campaigns reports. Screenshot of Google Analytics user activity To access the above view, open Google Analytics, select the dropdown for Acquisition, then All Traffic, then […]
