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Guidance from our Digital Marketing Experts in Seattle
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 […]
When running ads on Facebook and Instagram, understanding your competitor landscape is extremely helpful. This helps you learn more about how they’re approaching your shared target audience as well as gives you more context for your own work. Learning more about others’ approaches can give you insight into where you have an edge, what messaging you might be missing, and just generally provide inspiration and opportunities to get a leg up. Facebook page transparency Image Source: socialmediaexaminer.com In case you didn’t already know, you can find any active ad for […]
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 […]
We’ve discussed A/B testing before, but if you’re unfamiliar, it’s essentially a fancy name for a controlled experiment to test specific variables related to your site, ads, or other components of your online presence. Examples of variables you might test (albeit one at a time with other variables controlled for, because we’re scientific here) include ad creative such as copy or design, audiences whom you’re targeting, timing of ads, and loads of others. The category of ad can get especially granular, with specifics you can test including (but not limited […]
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 […]
Ah, Google. They have so many options for advertising, even just underneath the umbrella of “search ads.” Obviously, you have your basic search ads, but what about the other options that take search ads and pump them up a bit with new features? Well, today we’re here to talk about RSAs: Responsive Search Ads. A quick look at what they are and how they can spice things up Basically, RSAs are a search ad variant that combines Google’s machine learning and your own copy. This works by letting you plug […]
When someone hits “enter” on a search engine, what’s their purpose? Or at least, what’s their search’s purpose to them? Crucially, there is no one answer — so for Google, understanding the intention of someone’s search is the top priority. What does that mean for you? Consider the Chicken “How to make chicken.” If someone searches for that, the top results are for recipes. They’re blogs and videos, not brick-and-mortar businesses or products from an ecommerce site. That’s because Google knows that search is someone looking to learn, not buy. […]
As digital marketers, you certainly have your eye on how social media advertising can help your business. But for all they offer, many people stop after considering Facebook, Instagram, and Twitter. In that way, you might be missing out — there’s more to social media campaigns than those three. In fact, there’s three others that bring a lot of value to the table: LinkedIn, Reddit, and TikTok. But why’s that, and how do you take advantage of it? LinkedIn Let’s start off with LinkedIn, home of the business nerds. Depending […]
When advertising on Facebook, your goal is simple: get a high-quality return on your marketing investment. Whether that’s getting leads or selling a product, the principle behind them is all unified back to that. But, in order to actually achieve this, you can’t just setup an ad campaign, sit back, and relax. A good campaign requires you to be vigilant about its performance and learn from your advertising as it goes along. Then, you optimize. Why Bother With Facebook Campaign Optimization? There are multiple reasons to frequently optimize your ad […]
As a business in the 21st century, you’re online. Along with your work establishing an organic presence, a successful brand should also be investing in digital advertising. This includes search engine ads, which provide you with a handful of settings to play with. Among these are the match types — broad, broad modified, phrase and exact. All are great, but a common mistake is over-relying on phrase match. If you suspect you might do this — or just need to begin working on your search ads at all — we’ve […]
