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How to Create B2B Content that Engages! - Amplify Interactive

How to Create B2B Content that Engages! - Amplify Interactive | Digital Marketing News | Scoop.it
Creating B2B content that engages your target audience is a challenge. Here are a few tips to help you create a content strategy that works.
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Brent Baltzer gives tips on how to create B2B content that engages!

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Digital Marketing News
Curating the best articles in the digital marketing world, by Brent Baltzer www.google.com/+BrentBaltzer
Curated by Brent Baltzer
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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.
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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.
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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.
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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.
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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.
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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.

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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.
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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.
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AdWords now has an undo button! #Goodtoknow #ppc

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The Hot 11 Search Engine Marketing Articles of the Week 8/30/13 - Amplify Interactive

The Hot 11 Search Engine Marketing Articles of the Week 8/30/13 - Amplify Interactive | Digital Marketing News | Scoop.it
Welcome to another edition of the Hot 11! Summer is winding down and as fall approaches a certain question come to mind which is... ARE YOU READY FOR SOME
Brent Baltzer's insight:

Check out my latest search engine marketing roundup from Amplify Interactive! The best from the past week... learn about posting to a Google Plus page with Buffer, using remarketing to promote B2B content and much much more!

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Amplify Interactive's curator insight, August 30, 2013 1:56 PM

Check out our Hot 11 Search Engine Marketing articles of the week by Brent Baltzer!

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Kick Ass Local SEO Strategies from Around the World

Kick Ass Local SEO Strategies from Around the World | Digital Marketing News | Scoop.it
25+ local SEO experts from around the world share Kick Ass strategies to get small businesses found in local search.
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Massive list of solid advice for doing solid local SEO. If you have a brick and mortar business, you'd do well to read this and make a to-do list (or hire an SEO company).

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Case Study: A/B Testing with Retargeting

Case Study: A/B Testing with Retargeting | Digital Marketing News | Scoop.it
We showcase an A/B test of different offer types using retargeting and generate 300% improvements in campaign performance. No big deal...
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This case study demonstrates the effectiveness of retargeting to test different offer types. Amplify Interactive showcases an A/B remarketing test that drives significant gains in campaign performance.

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The Hot 11 Search Engine Marketing Articles of the Week 8/2/2013 - Amplify Interactive

The Hot 11 Search Engine Marketing Articles of the Week 8/2/2013 - Amplify Interactive | Digital Marketing News | Scoop.it
Welcome to the Amplify Interactive Hot 11 Search Engine Marketing Article Roundup for the first week of August! We've rounded up 11 of the best SEO, PP
Brent Baltzer's insight:

Y U NO READ ROUNDUP? We (meaning the team here at Amplify Interactive) decided to share 11 of the best marketing related articles that we came across in the past week. There's some really good stuff in there, so do yourself a favor and give it a scan. See if there's anything that tickles your fancy.

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The 11 Hottest, Most Awesome, Brilliant and Tremendous Articles of the Week! - Amplify Interactive

The 11 Hottest, Most Awesome, Brilliant and Tremendous Articles of the Week! - Amplify Interactive | Digital Marketing News | Scoop.it
The 11 Best Search Engine Marketing Articles of the Week! How to write great headlines, use Twitter for outreach, make Oreo Lasagna and more!
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My latest Roundup of Search Engine Marketing Articles! See the first article of the roundup to find out why the headline is so full of hype :)

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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
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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.
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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.
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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.
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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
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"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
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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...
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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
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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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The Web Developer's SEO Cheat Sheet 2.0

The Web Developer's SEO Cheat Sheet 2.0 | Digital Marketing News | Scoop.it
It is my honor and privilege today to introduce the brand new version of The Web Developer's SEO Cheat Sheet.
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Awesome resource for on-page SEO. You may want to print this out if you're a developer.

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The Hot 11 Search Engine Marketing Articles of the Week 8/23/13 - Amplify Interactive

The Hot 11 Search Engine Marketing Articles of the Week 8/23/13 - Amplify Interactive | Digital Marketing News | Scoop.it
Welcome to another edition of the Amplify Hot 11! We've got some good ones for you this week! 1 Amazing Correlation Between Google +1s and Higher Search
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My latest roundup! The best in SEO, PPC, SEM and more!

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The Hot 11 Search Engine Marketing Articles of the Week 8/9/2013 - Amplify Interactive

The Hot 11 Search Engine Marketing Articles of the Week 8/9/2013 - Amplify Interactive | Digital Marketing News | Scoop.it
Welcome to another edition of Amplify Interactive's Hot 11! We've gathered up some mighty useful articles from the world of search engine marketing and b
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My Friday roundup is out! Check out the best search engine marketing articles of the week. Brought to you by Amplify Interactive, a Portland Search Engine Marketing Firm.

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Top 10 Office Decluttering Tricks

Top 10 Office Decluttering Tricks | Digital Marketing News | Scoop.it
Clutter can really influence the way you work. If you're too disorganized, everything competes for your attention and makes it hard to work, not to mention influence perceptions of your professionalism.
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