Aww, it warms my heart to see the wave of new students joining our Creative Content Foundations course. That’s a new class from Copyblogger, designed to give you the essentials that every content marketing “pro” needs — whether you’re creating content for your own business, for freelance clients, or in an organization. We’ve got a The post Welcoming Our New Students to the Creative Foundations Course! appeared first on Copyblogger. via Copyblogger https://ift.tt/2pQ0NGL
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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land:
Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:
Search News From Around The Web:
The post SearchCap: Bing Ads Editor update, Waze local ads & Google air quality appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2Gl67J8
With all of that imprecision comes a thought that might keep you up at night: You might not see all of the conversions driven by your marketing. They’re still happening, but you just might not capture them in your reporting. As a performance marketer at heart, I’m frustrated any time my measurement is incomplete. Lost conversions are just about the saddest thing I can think of, but Google (my employer) has measurement tools designed to help you make the most of your conversion tracking. Tracking every possible conversion in AdWordsBack in the desktop era, advertisers simply installed a conversion pixel on their checkout page, and the combination of redirects and third-party cookie reading at conversion-time accurately captured performance. To keep up with changes in browser technology and user preferences, capturing ad clicks on landing pages, as opposed to via redirects, is now the most reliable way to measure conversions. This means to get the most accurate measurement in today’s digital world, you should have a tag on every page of your website to enable the cleanest link from click to conversion. That may sound like a daunting task, but it doesn’t necessarily require retagging your site. If you are using Google Analytics today, hopefully, your webmaster has already tagged all of your website pages, including the conversion page. If so, you can link your AdWords and Google Analytics accounts and voila! You’re done. If you don’t use Google Analytics, AdWords and DoubleClick make it easy to tag every page on your site. You can simply add our gtag.js code to each of your pages or to your tag management tool. You can find detailed instructions on how to do this in the AdWords Help Center or in the DoubleClick Search Help Center. What else you can doThere are a handful of other considerations as you manage your ads. To start, make a habit out of comparing your conversion data with actual, hard sales. Your own numbers and figures are always the best source of truth for your business. If you know your campaigns are driving more business impact that isn’t fully captured in your conversion numbers, fine-tune your approach. You may want to consider adjusting your cost per acquisition (CPA) or return on advertising spend (ROAS) targets in AdWords to account for the difference. Finally, understand how long it takes your customers to convert. There’s a wickedly useful segment that came out last year called “Days to Conversion.” It’s important to understand how long it takes customers to complete a conversion. The longer the gap between a click and a conversion, the more opportunities emerge for that conversion to be undercounted (people clearing their cookies and so on). Understand delays so you can build in the appropriate padding in your key performance indicators (KPIs). ConclusionAbout the best thing I can think of is preserving the ability to observe as many conversions as possible from your digital marketing. And, in cases where there are gaps, work to understand those gaps and have a strategy for addressing them. With the right approach, you’ll be able to measure impact more effectively and capture more conversions. The post To make every conversion count, count every conversion appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2Gj4lMQ Google has announced on Twitter that you can now add a business description to your Google local listings directly within Google My Business. The business description can show up in the local knowledge panel in search or in Google Maps results for the business. We saw this feature coming, and now it seems to be fully rolled out for use by businesses. To add your business description, log in to Google My Business, click on the “Info” button on the menu bar, and then you’ll see that one of the new sections is labeled “Add business description.” Click on the pencil icon next to that field, and a menu will come up letting you enter a brief description of your business. Here is a screen shot: Google has also posted more details about this feature in its help docs. The post You can now add your business description in Google My Business appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2GBjuIM Google now will show air quality and pollution data in the search results. If you search for [air quality], [air pollution] and/or qualifiers with city qualifiers, such as [air quality in nyc], Google will show a rating of the air quality in that city. Here is a screen shot of the NYC example: And for Beijing, where the air quality rated as “unhealthy”: This works both on desktop and mobile search on Google.com. The source of the data is from a company named BreezoMeter, and if you click through on the company name in the footer of the answer, it shows more details about the air quality in that location. The post Google adds air quality data in search results appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2utjxRP
Which trends are poised to disrupt the marketing industry? Follow these 7 up-in-coming marketing stars to get the scoop!
via ShoeMoney https://ift.tt/2Giew09 Previewed roughly a year ago, Waze is now introducing “Waze Local,” map-based ads aimed primarily (though not exclusively) at small businesses. Designed to be simple to buy and set up, it features three ad units:
Below are screen mockups of each type of ad. The Branded Pin offers additional information when it’s clicked. Promoted Search gives priority rankings to advertisers in a search context (like AdWords), and the Zero-Speed Takeover is a banner that only appears during traffic stops. In an internal study with 1,400 US advertisers during the beta period, Waze said advertisers saw “20.4 percent more monthly navigations when they started advertising with Waze Local.” Beyond the ads themselves, there are two primary offerings that feature different pricing for different segments: “Starter” and “Plus.” Starter is for businesses with fewer than 10 locations. Plus is for businesses with up to 50 locations (e.g., franchises and regional chains). There’s also an enterprise offering for companies with more than 50 locations. With “Starter,” businesses can pay $2 per day (or more). With Plus, it’s roughly $100 per day at a minimum. Plus also offers live support, whereas Starter does not. Advertisers can set budget caps, as with AdWords. Matt Phillips, who’s in charge of the global SMB team at Waze, told me that setup takes under five minutes and that the units and dashboard were designed with considerable input from SMBs. Accordingly, Waze will report:
Plus users get additional metrics and reporting. Currently, this is not tied into any other Google advertising product. It’s sold directly, although a small number of resellers are operating in the market and there may be more in the future, according to Phillips. He concluded by telling me that Waze has over 100 million active users and that on average, users spend 11 hours per month in the app. That gives it engagement parity with Instagram and more than Snapchat, according to the data I was shown. The post Waze launches ‘Local’ ads primarily aimed at SMBs and franchises appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2IcYDID Hannah Glasse, the English cookbook writer of the 18th century, is being honored today on the Google home page with her own Google doodle. The doodle shows a woman loading food into an old-fashioned oven with a book below. Hannah Glasse was a pioneer who wrote the most popular cookbooks in her times. “The Art of Cookery Made Plain and Easy,” her cookbook, was published in 1747 and was printed in 40 editions, many of which were pirated. The book was written in plain English so it could be used by all types of people, no matter their education level. Hannah Glasse was born in London 310 years ago on March 28, 1708, and passed away at the age of 62 on September 1, 1770. She had a large family. Some say she had 10 children, some say she had 11. Google wrote:
The post Google honors Hannah Glasse, first popular cookbook writer, with a Google doodle appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2Gheaa0 About four years ago, I wrote about the idea of “Content Shock” — and maybe I was a tiny bit snarky about it. “Content Shock” is Mark Schaefer’s term for the point when there’s so much content published every day that we’re all drowning in it — and content stops working. I stand by my The post 4 Ways to Craft Content that Earns Your Audience’s Attention appeared first on Copyblogger. via Copyblogger https://ift.tt/2utybbN Bing Ads rolled out account level ad extensions in September 2017, allowing advertisers to assign an extension across all the campaigns in an account. Now, there is finally starting to be support for them in Bing Ads Editor. Starting with callout extensions, advertisers will be able to associate account-level ad extensions in Editor as shown in the screen shot below. You’ll need to select the account level in the navigation in the upper right to access account-level extensions. And, as with shared library updates, account level ad extension associations are always posted, regardless of whether all campaigns or selected campaigns are being posted. Support for other extensions at the account level will be rolling out in the near future. The post Bing Ads Editor getting support for account level ad extensions appeared first on Search Engine Land. via Search Engine Land https://ift.tt/2J3ucpS |
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