With all of changes in AdWords emphasizing the importance of ad extensions and quality score, it is easy to get caught up in those features and overlook your ads themselves. At the end of the day, they are just as important as everything else. Here I’ve outlined some tips and best practices for managing your ads, including tools to simplify your job.
Testing & Optimizing
I firmly believe in the ‘ABT’ motto: Always Be Testing. A few things to keep in mind to ensure you’re getting the most out of your tests.… Read the rest
“Law 25: Re-create yourself.”
Recreating yourself—and your currency or authority—is vital. As times change, your customers’ needs change, and thus, your approach to meeting their needs. In order to meet their needs, marketers need to create clear messages and experiences that resonate. This is the essence of marketing: Immediate, present and unmistakable (if subtle).
Consider re-branding and website redesigns: Whether they work or not, the power of these initiatives evokes strong reactions. If people hate your new logo or love your improved website architecture, they will have a strong impression regardless, which means you are memorable, which is almost always preferable to being ignored in the world of marketing.… Read the rest
Digital marketers love telling businesses across a wide spectrum of verticals that they need to become engaged on social media channels like Facebook, Twitter and Pinterest. That might be sage advice for many companies, but manufacturers should think twice before investing valuable marketing time in social media development just because everyone else is doing it. In fact, there’s evidence that embedding social media elements on your manufacturing website (without having a developed, engaged following) might even do more harm than good.… Read the rest
Most people would agree that the call-to-action is the most important part of a landing page or email message, whether it’s meant to collect leads or inspire a purchase. So it’s important to take the right steps to ensure that there are no obstacles standing in the way of your audience and the end goal of your page. Below are a few tips to consider when designing calls to action for your landing pages, emails or any web pages that are part of your conversion funnel.… Read the rest
Anybody who’s read Robert Greene’s masterpiece, The 48 Laws of Power, knows that it is chock-full of principles that apply to all aspects of life. In the course of reading this book (which I highly recommend), I can’t help but think about how to interpret these laws with a marketing filter. Over the coming weeks, I will attempt to distill their meaning as it applies specifically to our profession in an ongoing series. For this inaugural edition, consider the 9th law of power:
Law 9: Win through your actions, never through argument.… Read the rest