Author Archive

U.S. Digital Ad Market Expected to Grow 16% in 2017, Exceeding $83 billion

Wednesday, March 22nd, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

This means competition will grow, too, so as an advertiser it is critical to regularly review your advertising strategy, platforms and targeting to ensure you’re staying ahead of your competitors. Don’t hesitate to reach out to the support specialists on each platform and ask questions if you don’t understand how a particular advertising feature works.

Key Takeaway:

Everyone knows Google is the advertising giant, but don’t assume that means you must be advertising on the platform. In fact there are some industries where Google AdWords is so saturated (such as law firms and business schools) that it may make sense for you to focus more of your energy on SEO and other marketing tactics.

Key Takeaway:

Facebook has grown into an incredible advertising platform and this growth doesn’t seem to be slowing anytime soon. But many advertisers become frustrated with display advertising on any platform. After all, display ads are not like search ads – they are not served to people actively searching for something. They are displayed on social platforms and news sites in the hopes that they will entice people enough to click and stray from their intended activity. That’s why display ads typically see much lower click and conversion rates compared to search ads. Check out these creative display ad ideas if you need some inspiration.

Key Takeaway:

How do you determine how much advertising money to spend on a particular platform and as a whole? The answer is different for every organization depending on your product or service and the audience you are trying to reach. If you haven’t yet grasped the advanced features of Facebook advertising in 2017, it’s time you start digging in lest you fall behind other advertisers in your space.

Key Takeaway:

Twitter can be useful for some marketing tactics such as social promotion, trending research, and connecting with influencers. However their advertising platform clearly isn’t working well enough for some businesses. (Stat Sources: eMarketer and ClickZ)

What does your digital advertising strategy and budget look like this year? Are you happy with your advertising performance so far in 2017? Get in touch with us today if you need help with your digital marketing and let’s figure out what you need together.

40% of Businesses Have Not Optimized Their Websites and Digital Marketing for Mobile

Wednesday, March 8th, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

If you’re one of those who have not optimized for mobile, you’re probably missing out on revenue from this channel. We have seen on average at least 50% of traffic to any website is coming from mobile devices now, although it varies greatly by industry.

Don’t know where to start? First, figure out how much of your total monthly traffic is coming from people on mobile devices. Then, dedicate the time that is needed to get your site functioning well on mobile and set up mobile-specific advertising campaigns. (Stat Source: Yodle and Research Now)

Key Takeaway:

This comes from a recent review of the biggest paid search spenders in online retail in 2016. Amazon was the top spender in paid search in 2016, spending $41.2 million per month in paid search advertising. But coming in second was Target, with an average monthly spend of $10.3 million in paid search alone. (Stat Source: Internet Retailer)

There’s a good reason why Target and Amazon spend so much on paid search. Not only does it contribute to overall web traffic, but it also helps boost in-store traffic and sales.

You certainly don’t have to spend millions in paid search to improve your bottom line like the retail giants, but you’re missing out on opportunities if you’re not using paid search at all. Need an expert in your corner? Get in touch with us today.

Key Takeaway:

Digital marketing is constantly changing. What was relevant even 6 months ago may not be relevant today. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

When was the last time you had a full SEO audit of your website? We help our clients identify technical issues and other roadblocks that are hurting their visibility online. Contact us today if you’d like us to perform an SEO audit on your website.

Key Takeaway:

An often overlooked metric in PPC is the average ad position. If your ads are ranking lower than position 3 on average you’re probably spending more than you’d like for less than stellar results. There are many ways to increase your ad position, including increasing keyword bids and improving your ad copy. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

Key Takeaway:

Many new small business owners neglect the time and financial resources needed for marketing and advertising. (Stat Source: US Small Business Administration)

Don’t make the same mistake. Invest wisely in your marketing and advertising. Beyond that, make sure you’re actually listening to customer feedback and providing the highest quality service and/or products.

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Wednesday, February 15th, 2017

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Get ready for the option to run product search ads on Pinterest if you are a brand that is advertising through Kenshoo’s marketing platform. The announcement has advertisers excited, seeing as Pinterest earns more than 2 billion searches per month, and the majority of images on the site are for products and services that people want.

This is a great opportunity to create more awareness for your brand. Here’s why:

Oh, and did we mention?

Along with Search Ads on Pinterest, marketers will be offered new targeting and reporting options. Many marketers are eager for the potential that lies in the targeting settings, since the nature of the website makes it easy to gain insights on what users are passionate about and interested in based on their data.

As with Google and Facebook advertising, the key to success will be in figuring out how to stand out from the vast amount of content on the network:

Key Takeaway:

It’s important to always be testing your creative to determine the right imagery and messaging that works for your brand. What works on Pinterest may be different from what works for you on Google, Bing, Facebook, or Instagram.

Need help with your pay-per-click marketing strategy? Let’s figure out what you need, together. Contact us today.

Voice Search, Here We Come! Amazon To Launch Paid Search On Alexa

Wednesday, January 25th, 2017

PPC management agency talking voice search on Amazon's Alexa

Key Takeaway:

With the huge success of Alexa, Amazon is looking to launch an advertising platform designed for voice search. This is big news for marketers who have been excited for the opportunities voice search offers. The news came from Amazon Media Group VP Seth Dellaire during an event in New York last week. (Stat Source: Business Insider)

Google has it’s own home assistant product as well, called ‘Google Home’, and we can definitely say with confidence they will be exploring how to incorporate their massive advertising platform into it. Marketers need to stay on top of voice search trends as they relate to both SEO and paid search to maximize digital marketing results.

Key Takeaway:

How did your business perform during the 2016 holiday season? If you were expecting more results, you may benefit from a paid search audit to uncover any points that may be preventing your ads from performing their best. (Stat Source: Adlucent)

Get in touch with us today and let us know if you’re not happy with your PPC management and performance, we can figure out what you need together starting with an audit.

Key Takeaway:

A featured snippet is the box that comes up in Google search when a person types in a question. Also sometimes referred to as the ‘answer box’. (Stat Source: MOZ)

Is one of your competitors showing up in a featured snippet where you want to be instead? You may be able to win that spot away from your competitor by doing a few small tweaks on your end. As a tip, review your top ranked keywords and correlating pages, and see if another website is showing up in the featured snippet. Then check your content, and see if you can make it better, either via formatting or improving the informational content on the page. Finally, ping your updated page so Google re-crawls it, wait a few days, and then check if your strategy worked.

Key Takeaway:

You need video content, plain and simple. But don’t let it overwhelm you. There are many services out there that will make easy videos for you. What’s important is figuring out which specific methods of video marketing works for your business. If you’re a company in the professional space, video ads may make more sense than video blogs or tutorials for example. (Stat Source: Cisco)

Contact us if you need help with your digital marketing.

Valentine’s Day Is A Big Opportunity For Retailers – $19.7 Billion Was Spent Last Year

Wednesday, January 18th, 2017

Liberty Interactive Marketing

Key Takeaway:

Don’t miss out on your share of revenue this Valentine’s Day. There’s still time to whip up some promotional offers and paid search ads to drive more potential customers to your website for this special holiday. (Stat Source: Bing)

Key Takeaway:

Sponsored posts and banner ads get less attention than organic posts from friends and pages. However, it’s about finding the right balance of social media activity to support your brand. (Stat Source: MarketingCharts)

This highlights the importance of first, creating a great product or service that people naturally want to tell their friends about. It can also be a game-changer if you can authentically connect with influencers in your space. Get them thrilled about your product, and they’ll tell their large base of fans.

Key Takeaway:

Social platforms struggle with a low level of consumer trust across the board, not just when buying products, but also reading news articles, and even down to the friends that request to connect. (Stat Source: MarketingCharts)

So the more you can do to establish trust, the better. Some tips include making sure you’re showing up in paid search and organically when people search your brand name or products on Google, Bing and elsewhere.

Key Takeaway:

Among other age groups, voice-enabled search is also growing in popularity, with 38% of Millennials, 27% of Gen Xers, and 15% of Boomers using it. (Stat Source: Accenture)

This means that changes are starting to happen in search engine optimization and the way search engines display results for voice queries. Try optimizing for voice search your top pages accessed by people on mobile. For example, optimizing for a full question rather than a shorter keyword phrase, may start to become more effective as voice search grows.

Key Takeaway:

Were you one of the retailers that failed to meet customer demands over the holidays? Or were you one of those that won additional business this year because your competitors fell short in their online ecommerce process? (Stat Source: JDA/Centiro)

Next year, make sure you learn from your 2016 holiday season and make adjustments to improve the user experience and purchase process.

Need help with your digital marketing? Contact us today.

2016’s Global Ad Revenue Totaled $532 Billion, Up 7.1% Over 2015

Wednesday, January 11th, 2017

Liberty Interactive Marketing

Key Takeaway:

Events like the US presidential election and the Olympics helped drive global ad revenue last year, with 36% of all ad revenue attributed to TV ads. (Stat Source: IHS Markit)

As we’ve mentioned in previous posts, ad revenue from digital ads is expected to surpass that of TV ads by 2020, with some predicting it will surpass TV in sooner than that.

Key Takeaway:

60% of people said it was very important that a mobile ad have a minimal level of disruption to their current activity to create a positive mobile ad experience, compared to just 42% who said it was very important that the ad be relevant to their interests. So don’t get too caught up as a marketer thinking that relevance is always the most important factor in creating a good mobile ad experience. (Stat Source: Forrester Consulting)

Key Takeaway:

An additional 43% of ads provoked no emotional response. (Stat Source: Neustar) Make sure you spend the time that is needed on producing high quality ads. Focus on optimism and making an emotional connection with people.

Key Takeaway:

With this increase, it is also expected that more traditional forms of digital ads like search and display ads will see slightly slower growth. It should be noted however that video and mobile ad spend is also expected to grow in 2017. (Stat Source: AdMedia Partners)

The bottom line here? It is imperative that you familiarize yourself with how to run successful Facebook and Instagram advertising if you want to stay ahead of your competitors in the digital space.

Key Takeaway:

In general the survey also indicates that desktop ad campaign are better for reaching a wide audience whereas mobile ad campaigns are better at reaching a narrower audience. (Stat Source: Nielson)

It’s important that you have realistic expectations for your ad campaigns. It’s not possible to have every single impression reach the right person at the right time. But with the right mix of optimization, creative and targeting, you can get great results from your ad campaigns.

Need help with your digital marketing? Contact us today and let us know your marketing woes. Let’s figure out what you need together.