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Digital Marketing News
Curating the best articles in the digital marketing world, by Brent Baltzer www.google.com/+BrentBaltzer
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Turbo-Charge Your Marketing With These 355+ Power Words - SumoMe

Turbo-Charge Your Marketing With These 355+ Power Words - SumoMe | Digital Marketing News | Scoop.it
Brent Baltzer's insight:

Power words - they invoke emotion and trigger curiosity. It seems these words have been mastered by the click-bait cognoscenti. I think there are power words here that could work for almost any business. How about this headline for a divorce lawyer: "Effortless, Stupid Simple Divorce". Might catch the eye of someone in the market for a DIY type divorce. How about this for a DUI lawyer: "Iron-Clad DUI Defense". The term "iron-clad" denotes authority.

 

I think this list will be a great resource when trying to come up with marketing copy.  I know I'm bookmarking it for writing PPC ads.

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10 Ways to Succeed with Google Call-Only Campaigns

10 Ways to Succeed with Google Call-Only Campaigns | Digital Marketing News | Scoop.it
Call-only campaigns are crucial in a mobile-first world. Follow these 10 tips to ensure you're getting the most out of your Google AdWords Call-Only campaigns.
Brent Baltzer's insight:

When it comes to PPC many businesses, such as law firms, value phone calls much more than a click. In this case it can be worthwhile to experiment with Call-Only campaigns in AdWords. With Call-Only campaigns, the only thing a potential customer can do with your ad is to make a phone call! There is no link to your website, and your phone number shows up as the headline.

 

These ads are great for driving calls, but you need to make sure you are properly set up to handle them. You need to make sure to only run ads when someone is there to answer the phones, make sure you are targeting the right locations, and to A/B test your ads. It's very much like regular PPC ads, but with some twists.

 

Call Only campaigns are yet another tool in the PPC toolbag that we can use to drive leads. If you are a law firm or other service-based company that relies on leads, be sure to contact us. We'd love to learn more about your business. Maybe we can help you reach the next level!

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FAQ: All About The New Google RankBrain Algorithm

FAQ: All About The New Google RankBrain Algorithm | Digital Marketing News | Scoop.it
Google's using a machine learning technology called RankBrain to help deliver its search results. Here's what's we know about it so far.
Brent Baltzer's insight:

Google has created a computer brain that can teach itself! How long before machines take over the world and eradicate us pesky humans once and for all? All paranoia aside, Google's machine learning algorithm is designed to improve search results where the exact words used to conduct the search aren't previously known. Approximately 15% of Google queries have never been typed before, which equates to about 450 million searches per day.

 

According to Google, RankBrain is now the third biggest ranking factor in the search results. I believe that Google wants to build an algorithm that can understand the meaning behind the words, the images, and the web as a whole. Many SEO practitioners use tactics designed to trick Google's algorithm, and Google wants to snuff this out. They've done a pretty good job of that in the last few years, and this is another big step in that direction.

 

 

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The Four Essential Mindsets of Networking | Brent Baltzer | LinkedIn

The Four Essential Mindsets of Networking | Brent Baltzer | LinkedIn | Digital Marketing News | Scoop.it
Let’s face it. Networking has a bad rap. The mere mention of it can make the palms sweaty and the brow furrow. Forced small talk, pointless exchanges
Brent Baltzer's insight:

Networking. It's so crucial, but it can be so... annoying. Networking is a skill like any other, and it takes practice to get good at it. Check out this post I wrote on LinkedIn about what I've learned about the four mindsets of networking.

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An 18-Minute Plan for Managing Your Day

An 18-Minute Plan for Managing Your Day | Digital Marketing News | Scoop.it
Yesterday started with the best of intentions. I walked into my office in the morning with a vague sense of what I wanted to accomplish. Then I sat down, turned on my computer, and checked my email. Two hours later, after fighting several fires, solving other people’s problems, and dealing with whatever happened to be […]
Brent Baltzer's insight:

It's the beginning of the year and time for new years resolutions. One of my big resolutions for the year is to become a "master planner". I've always been a planner and it's the activity that always gives me the most payoff, bar none. I believe that good, strategic planning is a "keystone" habit; it's one of those things that will have a massive effect on every single other area in your life.

 

Of course the big thing with planning is in the execution. One of my big pratfalls when it comes to planning has been to just pile up a bunch of to-do's without really taking the time to consider how long it will take to complete the task. That's why I really like the article linked above.

 

The biggest takeaway from this article is to plan WHEN and WHERE you are going to do the task. I'm going to try and plan my day from my calendar, instead of creating a list of to-do's. You've got to be really mindful about how long things will take or you can end up getting behind, missing deadlines, and getting stressed out.

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Antilogs: How To Draw The Right Lesson Learned - swombat.com on startups

Antilogs: How To Draw The Right Lesson Learned - swombat.com on startups | Digital Marketing News | Scoop.it
Brent Baltzer's insight:

This article talks about how people confuse data with logic when evaluating an idea or business model. For instance, it's like saying "Alta Vista failed; therefore internet search is not a viable business model".

 

Just because a business model didn't work for one company doesn't mean it's a bad business model. We need to use logic to determine why it failed.

 

When you are innovating, you should look for analogs and antilogs. Analogs are businesses or people that have gone before you that have already done what you want to do. You should copy them (you don't want to reinvent the wheel). There are also antilogs. Antilogs are companies who have done something similar to what you want to do, but you you want to do it better.

 

Who knows, with a little tweaking it might be a million or even billion dollar idea!

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Block semalt.com From Google Analytics In 2 Minutes - Brent Baltzer

Block semalt.com From Google Analytics In 2 Minutes - Brent Baltzer | Digital Marketing News | Scoop.it
A quick guide to block semalt from your Google Analytics. Follow this guide and you'll never have to worry about semalt again. It takes about 2 minutes.
Brent Baltzer's insight:

Block bots and crawlers from Google Analytics with this simple process. All it involves is checking a box.

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4 Google Analytics Reports Every PPC Manager Should Use | PPC Hero®

4 Google Analytics Reports Every PPC Manager Should Use | PPC Hero® | Digital Marketing News | Scoop.it
A dive into four Analytics reports that shine a light on PPC beyond what is available in Google AdWords on PPC Hero, the internet's favorite PPC only blog.
Brent Baltzer's insight:

Awesome guide for using Google Analytics reports to better understand user behavior once they get on your site after clicking on your PPC ad.

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Hack Yourself: Get Better & Faster at Routine Tasks - Add3.com

Hack Yourself: Get Better & Faster at Routine Tasks - Add3.com | Digital Marketing News | Scoop.it
Learn how to increase your productivity with this step by step guide by Brent Baltzer, utilizing KanbanFlow & Trackthisforme.
Brent Baltzer's insight:

Use this step by step guide to get faster and better at routine tasks!

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SCHEME: The Easy Acronym For Pitching Branded PPC | PPC Hero®

SCHEME: The Easy Acronym For Pitching Branded PPC | PPC Hero® | Digital Marketing News | Scoop.it
We’ve all heard (or feared) our clients doubting the importance of using branded terms in our PPC efforts. The questions commonly revolve around “Why would I p
Brent Baltzer's insight:

"Why should we bid on our own brand name? Aren't we just wasting money when people would click our organic result anyways?" As an SEM Account Manager, this is a question I've heard many times.  Here's a "cheat sheet" of reasons that brands should bid on their own name when it comes to PPC.

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5 Metrics I Use to Measure Account Success | PPC Hero®

5 Metrics I Use to Measure Account Success | PPC Hero® | Digital Marketing News | Scoop.it
The most fundamental question I always ask myself when managing an account is what metrics should I be looking at and analyzing
Brent Baltzer's insight:

Good article on PPC KPI's, but I'd like to see a deeper dive on "Segmentation Metrics".

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Seth's Blog: How much does it cost you to avoid the feeling of risk?

Seth's Blog: How much does it cost you to avoid the feeling of risk? | Digital Marketing News | Scoop.it
Not actual risk, but the feeling that you're at risk? How many experiences are you missing out on because the (very unlikely) downsides are too frightening to contemplate? Are you avoiding leading, connecting or creating because to do so feels...
Brent Baltzer's insight:

Our actions tend to be guided by evolutionary adaptations that are not relevant to our modern society. For the majority of our genetic history the risk of talking to a stranger was death. That's not the case anymore, but we still have that genetic adaptation (some more than others). I guess this is a case where we have to overcome our built in tendencies... try to overcome our lizard brain... add it to the list!

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Garden or Factory? Two Very Different Business Ad Agency Models

Garden or Factory? Two Very Different Business Ad Agency Models | Digital Marketing News | Scoop.it
Advertising agencies are facing competition from every dimension and direction. Upstream, they now complete with marketing consultancies and brand strategy firms who seek to provide planning and
Brent Baltzer's insight:

If you're going to be an agency you have to decide whether you are going to be in the production or strategy business... ie "garden" vs "factory"

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Google Introduces Compare for U.S. mortgages

Google Introduces Compare for U.S. mortgages | Digital Marketing News | Scoop.it
Brent Baltzer's insight:

During its last annual Livestream, AdWords announced, among many other things, that it was going to release a Compare tool for several verticals, including the mortgage industry. Well, the mortgage rate comparison tool has finally been released into the wild. For now it is only live in California, but it should be released to the rest of the U.S. soon.

 

Google Compare allows consumers to compare the rates of various lenders without leaving Google. They can also read reviews, which could be huge and may give local lenders a leg up on the big national lenders, in my opinion (as long as you have great customer service).

 

Compare is based on a "flexible cost-per-lead" model. I assume this means that you will bid on CPL rather than CPC (cost-per-click), and that you will have a target CPL but actual CPL may vary (as opposed to a fixed CPL). 

 

This is yet another tool in the toolbag for mortgage lenders, and is certainly worth testing when it comes to your state.

 

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If you are a mortgage lender, or any other business that relies on consumer leads to grow your business, get in touch with us! We'd love the opportunity to earn your business.

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The 5 Reasons Paid Search Will Be Second Behind Display Starting Next Year In The US

The 5 Reasons Paid Search Will Be Second Behind Display Starting Next Year In The US | Digital Marketing News | Scoop.it
Spend on display ads is projected to surpass that of search ads in 2016. Columnist Josh Dreller explains why, and what this means for search engine marketers.
Brent Baltzer's insight:

Display is set to surpass Search in terms of dollars spent next year. This is mainly because search is nearing a saturation point, while the inventory for display ads is expanding exponentially. There are only so many times a day anyone is going to search on a search engine, so the growth in recent years has been due to more and more people getting on the internet and getting smartphones. Hence, once basically everyone is on the internet and has a smartphone, overall search volume slows to a more reasonable rate of about 10% per year.

 

Still, a click on a search ad is much more valuable than a display ad, and the CPC's (cost-per-clicks) reflect this. With search you're reaching people who are actively searching for your solution, while display is more of a disruption (like traditional advertising). It's not unusual for me to see search CPC's of $20 and display CPC's of $0.20 for the same client.

 

Both can be great for direct response lead generation. I've found that display works best when you're promoting a free asset (such as an ebook) in exchange for an email address, while search works best for driving phone calls and "contact me" form fills. In other words, leads from search tend to be much "hotter", while display leads tend to be further up the funnel.

 

It's important to measure the results and direct your budget accordingly! Go with what works. And if you're going to use display for lead generation, I suggest you have something of value to give your visitor in exchange for their contact info. Then get them in an email drip campaign and warm them up over time.

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Create Your Own Free Custom Digital Marketing Dashboard

Create Your Own Free Custom Digital Marketing Dashboard | Digital Marketing News | Scoop.it
Brent Baltzer's insight:

Lately I've been using Supermetrics to monitor AdWords and Bing for all of my accounts. The thing I love about this tool is that you can bring all of your data from multiple accounts into one place. So, if you have a budget that you're splitting between Bing and AdWords, you can bring that data together into one place. And did I mention it's free? Well, there's a paid version, but you can fetch data from AdWords, Bing, Google Analytics, Facebook Insights, and YouTube for free.

 

There are a lot of great extra features you can get by upgrading to the Pro version for $49/month. I may do that in the future and use this as a reporting tool as well, but for now, the free version works great for daily KPI monitoring. Especially when you are managing multiple platforms! This tool lets you pull it all together in one place. Again, for free. Pretty cool. 

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How to write the perfect task to move work forward

How to write the perfect task to move work forward | Digital Marketing News | Scoop.it
This approach help you overcome procrastination, and ultimately give you the clarity and direction you need to move your projects forward quickly.
Brent Baltzer's insight:

The ability to assign tasks correctly is paramount, whether you are creating to-do's for yourself or delegating. It takes time and discipline upfront, but in the long run it saves so much time! By assigning tasks correctly you can cut down on unnecessary back and forth questions, procrastination, and time wasted in trying to figure out "what did I mean when I assigned that?"

 

When you're in a rush, it can be easy to assign vague tasks like "Complete Report". But the completing the report is a project with multiple sub-tasks. It's important to break down any project into its constituent tasks, using verbs such as "write", "email", or "review". If it's a recurring task, you should make it into a process so you don't have to reinvent the wheel every time you do it.

 

This article is one of the best I've seen in regards to breaking down the proper way to assign a task. 

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The CMO's Guide to Programmatic Buying

The CMO's Guide to Programmatic Buying | Digital Marketing News | Scoop.it
programmatic buying sounds complicated, but it isn't. here's what every cmo needs to know.
Brent Baltzer's insight:

Ever heard of programmatic advertising? Ever wonder what the heck it is? Programmatic advertising does sound complicated, but it really isn't. Google Display network is programmatic. YouTube is programmatic. Programmatic just means that computer algorithms are choosing where to place your ad, instead of humans doing doing the media buying.

 

If you purchase 1 million impressions on the Wall Street Journal homepage to be served to whomever visits the page, this is NOT programmatic. It is a media buy executed by humans.

 

If you purchase 1 million ads on the Google Display Network, and serve it only to males 18-29, that's programmatic. The ad can be served across millions of sites, and it is served up based on a real time auction executed by computer algorithms.

 

Basically, "programmatic" means that the media buy is executed by computer programs. It's a simple concept, but for some reason it's hard to not make it sound complicated!

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Establishing Credibility and Transparency in a Rigid Industry

Establishing Credibility and Transparency in a Rigid Industry | Digital Marketing News | Scoop.it
To establish credibility in the football industry, we focused on great communication, PR, marketing strategies and meaningful product solutions.
Brent Baltzer's insight:

Many industries that are most ripe for disruption are the ones that are the most well established. They have well established networks of people, and they have established ways of doing things. So how does a new kid on the block break into a rigid, established industry?

 

This article gives 7 tips on how to do this. It's great advice because all of these techniques actually create value. They aren't "hacks"; this kind of stuff will provide lasting benefits if you do it right. My biggest takeaways are:

 

1. Monitor for your brand mentions and for specific keywords that are most relevant to your industry, and respond quickly to become part of the conversation. This helps you establish your brand as an active participant in your space. It also builds brand awareness. By the way, you can use tools like Fresh Web Explorer, Mention, or other tools and techniques to monitor for keyword mentions, hashtags, etc.

 

2. Interview the influencers in your space and publish it as content. This could be bloggers, journalists, or anyone in your space that has some authority. You'll learn a lot, establish high value connections, and you'll help establish your credibility when these influencers promote your content on their social media accounts.

 

3. Know and understand your target audience. Know the language they speak, what they read, where they hang out. You can do this through secondary research (like perusing forums, etc.) I also highly recommend doing customer interviews, not for content, but just to get real feedback.

 

4. Obviously you have to have a great product or this is all for naught. First make sure you have a great product that meets the need of your target audience. I recommend using the lean startup process of customer development if you are doing that. This will help you with #3 (knowing your target audience) as well.

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When It Comes to Attribution, Customers Count – Think Insights – Google

When It Comes to Attribution, Customers Count – Think Insights – Google | Digital Marketing News | Scoop.it
It’s time marketers examined all the opportunities along the customer journey, not just the last click, as brands can establish better connections with customers if they adopt a holistic approach to attribution.
Brent Baltzer's insight:

I think we can all agree that last-click attribution is pretty insane... but the sticking point is in the implementation. Not only do you have to have everyone in agreement as to the proper attribution, you have to have the resources to put it together. In other words, inertia is a big sticking point.

 

However, sticking to a last-click model is suicide. I have so many clients that get clicks for keywords for which they have no organic presence. I know that many of these people are clicking out of the landing page and doing more research before converting! But I'm not doing a good job of showing that to the client (yet).

 

Like the article says, we need to take a holistic approach. A relationship needs to be formed before a transaction takes place. If we aren't taking that into account we are optimizing ourselves into oblivion.

 

Next step: analytics attribution mastery!

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The Ultimate Guide to Google AdWords Conversion Types

The Ultimate Guide to Google AdWords Conversion Types | Digital Marketing News | Scoop.it
Which conversion types best suit your business? Google now offers conversion types for nearly every business model, making it easier to attain your goals that much faster. Learn all about the many types of conversions you should be tracking and why.
Brent Baltzer's insight:

This is a great primer guide for conversion types in AdWords. One of the biggest pain-points I have as a PPC Account Manager is showing clients how important "assists" are in paid search. A user may find your company through a query for which you have no organic presence. Then they later convert using a branded search or by entering your URL directly.

 

Showing your client how certain keywords gave you assists can help you demonstrate the true value you are providing as a PPC manager. 

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AdWords Conversion Tracking: BIG Changes.

AdWords Conversion Tracking: BIG Changes. | Digital Marketing News | Scoop.it
Read more to learn about Flexible Conversion tracking in AdWords and how that will change your reporting, bidding and goal-creation strategy.
Brent Baltzer's insight:

Great explanation of the new "Converted Clicks" function in AdWords.

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Frequency Capping on the Google Display Network with Confidence - YouTube

Through a quick pivot table, PPC Managers can set their frequency capping with confidence.

Brent Baltzer's insight:

A great tutorial on making a quick pivot table to help you set display frequency capping based on the data. From PPC Hero.

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A Perfect Account Structure: Fact or Unicorn? | PPC Hero®

A Perfect Account Structure: Fact or Unicorn? | PPC Hero® | Digital Marketing News | Scoop.it
We’ve been working on account structure best practices. It seems there are a number of different methods that different people in the office swear by, so it was a bit of a heated debate when we finally decided to tackle it.
Brent Baltzer's insight:

This (awesome) post is all about account structure. There are a few intriguing ideas here, including: "SKAGs" (Single Keyword Ad Groups) for top performing keywords. Allows you to hyper target your ad and landing page for these top performers. These need to be exact match, and should be added as negatives to all other campaigns. Naming Conventions: the name of the campaign should tell anyone looking at it what network it was running on, what the topic/service/product etc is, and what the match type/targeting strategy is. Settings: some nice "rules of thumb" or "if, then" rules here, if you will... basically, IF you are doing ad testing THEN pick the evenly rotate ad settings. IF you have a lot of conversion data and are not ad testing, THEN pick the "optimize for conversions" setting. IF you do not have sufficient conversion data and are not ad testing, THEN optimize for clicks. So much stuff to try here. My mind is basically blown.

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Save Time with Google's Undo Button | PPC Hero®

Save Time with Google's Undo Button | PPC Hero® | Digital Marketing News | Scoop.it
Google released a new undo button for your change history. Learn about how to use it, what changes apply, and how it can help your PPC task management.
Brent Baltzer's insight:

AdWords now has an undo button! #Goodtoknow #ppc

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