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Guidance from our Digital Marketing Experts in Seattle
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 […]
While programmatic display ads are a super useful component to online marketing, the act of getting them running can get kind of confusing. It doesn’t help that there’s a huge list of companies offering demand side platforms — DSPs, for short — to facilitate the application of display ads. There isn’t necessarily one “best” DSP, but there are a bunch of different ones with different features that are best-suited for different marketing scenarios. To help you decide which works best for you, here’s some of the top DSPs and what […]
When it comes to PPC, it’s not a matter of hitting some settings and then just assuming they’ll do the trick. Well, we suppose you could do that, but it’s probably not a great call. The problem is that PPC campaigns and the factors involved in their success (or lack thereof) are not static — the internet and advertising thereon can be somewhat fickle, plus it’s likely you won’t have all the specs of your campaign perfectly dialed in at first. Hence, to get the most out of a campaign, […]
So, now you know the what and why of link building (or, if you don’t, check it out in our part one article here), but what about the how? In case that last line wasn’t obvious enough, that’s what we’re going to talk about right… wait for it… now. Types of links and what they mean Before we dive into the tactics of link building, let’s review the different link types and how search engines treat them. These link types are called link attributes, and they’re a way of qualifying […]
Today we’re here to talk about something that seems counterintuitive. Bidding on your branded terms in PPC. Wait, what? Yup, you heard it right. And yes, we realize your likely initial thought is, “But my website is already ranked #1 organically on Google’s search results page, so I can probably skip this, right? Why bid on my brand name when I’m getting the first result for free? Isn’t that a waste of money?” Nope! We recommend it to all our clients and here’s why: The Benefits of Bidding on Your […]
Whether you use it or don’t, love it or hate it, voice assistants and their search capabilities are here to stay. In fact, not only are they here to stay, but they’re continually taking up a greater role in our lives. With this in mind, marketers are wise to keep an eye on voice search and how it affects digital marketing. Here’s some thoughts on tackling this challenge proactively: Voice Search Basics Voice search is based on speech recognition technology, which works by taking phonemes and translating them into letters. […]
If you’re a digital marketer (or, honestly, pretty much anyone) you know much of today’s purchases — surprise! — are online. But, despite this rise, shopping in person is still a huge part of how things are done. Sure, buzzword-heavy tech stars might try to convince you brick-and-mortar establishments are obsolete, but the reality is that — while in-person stores are no longer the sole place to shop — they are still where 90% of purchases happen, plus their conversion rate tends to be greater than their online counterparts. With […]
Advertising for healthcare, online or otherwise, can be difficult. Unlike many industries where advertising works to promote your product or service, advertising for healthcare hardly gets people thinking, “Gee, I could really go for a cholesterol test right now.” Almost all healthcare products and services are relatively immediate in need – either someone needs it now or they don’t. For example, if you break your leg, your priority is seeing a medical professional as soon as possible so you can get on the road to recovery. Because of this, healthcare […]
Modern advertising has come a long way since the magazine copy of Mad Men. Yet while recent decades have brought a natural evolution, the biggest changes have come from our technological advances. One example of this is programmatic advertising. Although it might sound complicated, “programmatic” just means “automated,” and refers to the process through which digital ads are purchased and sold. In the past, online advertising was manually exchanged between the advertiser and domain, but today the majority of these are done with AI. Intelligent ad-buying software facilitates, purchases, and […]
The basics… RLSA stands for Remarketing Lists for Search Ads, and it has been a feature on Google Ads since 2013. Instead of targeting anybody searching for a given keyword on Google (or an affiliated search), RLSA specifically targets users who are searching for a keyword after having visited your site. Here, we’ll explore their results and how to best utilize them. How it Works The phrase “after having visited your site” probably brings up mental images of those stalker-ish visual ads for, say, adult diapers that follow you around […]
