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Guidance from our Digital Marketing Experts in Seattle
As you’ve probably noticed, digital marketing is emphasizing automation over manual inputs more than ever. Similar to how Google is leveraging Performance Max, Meta now has a similar offering, Advantage+ designed to further automate marketing efforts. But what is Advantage+? Is it really the same thing as Google’s Pmax? The answer: yes, kinda! It started as an option specifically for shopping campaigns but now is available across the architecture of a campaign, from ad sets to ads themselves. Per Meta, this ostensibly should improve your campaigns. Yet there are now […]
When it comes to Google advertising, the Google Search Partners Network is probably one of the more under-discussed tools it offers. Businesses and brands often wonder — with good reason — if the pros are worth it for the potential cons. After all, there is a certain level of ambiguity to it, and there’s far less control over ad placement on Google Search Partners than on Google proper. This uncertainty is exacerbated by the fact that Google doesn’t give a full list of sites or apps within this network, meaning […]
In manual bidding you tell Google how much you’re willing to pay for each click, automated bidding adjusts bids on your behalf to optimize for your goals. Automated bids are tweaked by Google in response to their performance and other insights, which in theory should make them more efficient. Within the automated bidding category is the further optimized Smart Bidding option. This is an automated bid setting that optimizes specifically for conversions or conversion value — that means it’s more specialized and better-suited to some goals, but you shouldn’t use […]
For many, when we think about digital advertising, we think about static ads. As the name implies, these are advertisements with still assets — copy, visuals, etc. They make up a huge swatch of the online advertising ecosystem. And yet, many platforms are pushing video content hard. The movement (and often audio stimuli) of these media naturally pique users’ interest simply on this basis. As these videos and moving advertisements get more important, it means your static ads are constantly having to compete with them — a medium that’s more […]
Content marketing is a huge part of the world now. It includes blog posts, videos, infographics, and more with the intent to attract, engage, and retain a defined audience. The thought behind it is twofold: First, by producing this, you’re creating more pathways for people to discover your site — and, through extension, become more familiar with your brand and business. Secondly — and this is something that’s increasingly being ignored for short-term gains and in the process alienating potential customers — but by providing valuable, helpful, high quality content, […]
Today’s part two in our look at editorial calendars and why they’re so indispensable. If you haven’t gotten a chance yet, we recommend giving the first part a read to learn more about how and why they can help you. Otherwise, to the rest of it all! The first steps in building an effective editorial calendar Image Source: HubSpot.com There are a handful of measures you can take that help create a solid foundation for your editorial approach. The following are steps we recommend to everyone: Once you’ve established these, […]
UTM stands for urchin tracking module, and is a parameter that shows you how a user came to arrive on a landing page. These modules can tell you the site from which the traffic came, what part of the ad or which kind of ad a user clicked on, the type of link or campaign that brought them there, ad group, and more. To implement them, you’ll come across fields like… The tracking template and final URL suffix fields — what are they? These are the places you’ll find within the […]
In our current digital environment, many businesses have caught on to the importance of blogs to attract internet users to their sites. One part of this, that some aren’t as in tune with, however, is the next step of promoting the blog itself. A savvy approach to blog promotion will help maximize its reach and ensure all your efforts to write and maintain a blog aren’t in vain. For this article, we’re operating under the assumption that you’ve already optimized your SEO for your blog since that by itself is […]
As far as social media advertising goes, LinkedIn holds both a unique position and multiple unique ad types and placements. (We discussed those different LinkedIn ads in a prior blog.) The ad types include options such as sponsored InMail, for which there isn’t really comparable on any other social media platform. Meanwhile, LinkedIn’s professional focus allows you to target audiences in realms that reflect that, such as by employment, education, seniority, etc. A more recent development here is a new ad type: Document Ads. Let’s dive into them. What are […]
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 […]
