August 29, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

The PPC Search Network Campaign Launch Checklist – Search Engine Watch

Having a procedure you follow when launching new campaigns can be incredibly helpful. Developing and utilizing a checklist to ensure that all areas are complete will ensure that key items are not missed in the launch. This will prevent errors from occurring down the road with your campaign. To get started with using or building a guided checklist, take a look at this article. Read the article here

Bing Ads Launches Close Variants Test in US – Search Engine Land

With the announcement of Google’s changes to their close variant, Bing will also be following with a version of their own. Bing announced that they would be also be testing close variants, but would allow users to opt-out of the close variants testing. Learn more about this announcement by reading the full article. Read the article here

Google Drops Authorship From Search Results – Search Engine Watch

Google Authorship will stop appearing in search results. Previously, a change was made that stopped the showing of author profile images within results. When making the release of the changes, they also provided that studies show that the removal of authorship from Google results will not have a negative effect. Read this article to learn more about this recent announcement and changes. Read the article here

August 28, 2014

3 REASONS AGENCIES OVER REPORT (AND HOW YOU CAN OVERCOME THE TEMPTATION)

consequence2

Many agencies struggle to create digestible reports for their marketing clients. It’s not that they are hurting for data – there are hundreds of data points in the arsenal. Too many agencies revert to pulling all the available data and sending it over to their clients each month. One Google analytics expert has referred to this as “data puking”. (Avinash Kaushik)

At BringShare, We Call It Over Reporting

Over reporting is identified by the inclusion of data that isn’t absolutely necessary to fulfill the purpose of the client’s monthly or annual report. And it’s a quickly formed habit that wastes the time of both agencies and clients while causing more harm than good.

It’s a hard habit to kick

To fix over reporting, we have to understand why over reporting happens. The standard reasons typically include:

  • Wanting clients to know that the agency team is working hard on their behalf
  • Forgetting that clients typically don’t care about viewing the extremely detailed level of data that the agency experts care about
  • Having no clearly established purpose for the reporting process

Over Reporting Has Consequences

The effects of over reporting can be far reaching. Clients may quickly learn to ignore reports making the valuable time spent creating them useless.

For the agency, this is wasted time that could be used to study the market, deploy new tactics, or improve upon current strategies. For the client, this builds frustration and might even increase suspicion – creating a wedge in the agency/client relationship.

Over Reporting Can Be Fixed

The great news is that there is a much better way to approach monthly reporting – by focusing on what the client needs. At BringShare, we call this Purposeful Reporting.

Purposeful reports are up-front and clear about what the client will learn, specific about what marketing elements will be covered, and precise about how much information the client will be given. They get rid of all the filler data, focusing solely on the critical data the client needs to know. What’s more – this style of reporting encourages agencies to create the report with the client in mind – rather than spewing out vast amounts of data.

Find out how to create a purpose-filled report by checking out our latest slideshare:

 

Purposeful Reporting Has Real Benefits

Rethinking your approach to monthly or annual reporting could pay huge dividends for your agency. By creating reports that are focused on the needs of your client (rather than on the need to prove oneself), you will:

  • Show progress toward overall marketing goals
  • Identify trends and insights the client will care about
  • Earn your client’s trust and loyalty
  • Save valuable time that can be used to deploy new tactics

By focusing on what the client needs to know, agencies can create relevant reports that tell a business-impacting story about their marketing efforts.

And That’s What Agencies AND Client’s Care About Most. 

August 22, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) 3 Simple Ways Email Can Drive SEO Results – Search Engine Journal

Email marketing is a great way to reach your target audience. Using email campaigns to help boost your SEO traffic can be an added benefit. One way to do this is to create engagement by adding call-to-actions to your email campaigns. Read the article to learn more about this tactic and others to use email to increase your SEO. Read the article here

2) The danger of vanity metrics: Creating a reality distortion field – The Next Web

Focusing on all metrics is not always a good thing. Vanity metrics can provide a false view of the reality of your performance. Though these numbers are big and improve the look of performance, they might not be the best metrics to focus on. Learn more about vanity metrics here and how they can distort reality. Read the article here

3) Are your Product Listing Ads ready for August 31st? – Inside AdWords

AdWords has been working on a transition for their users from the Product Listing Ads (PLA’s) to the new Shopping Campaigns. An upgrade tool was released earlier this month to assist users in the transition. This article provides an update on what users can prepare for as the transition nears and how to continue your transition. Read the article here

August 15, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) New Shopping Campaigns Upgrade Tool – Inside AdWords

With the switch to shopping campaigns occurring soon, Google AdWords has made it easier to make the switch. The new upgrade tool will allow Product Listing Ads (PLA’s) to be moved to shopping campaigns easier. However, not all campaigns can be moved with this tool. Read the article further to learn more about the tool and how to get started using it. Read the article here

2) 3 Ways to Dig Deeper for Bigger Paid Search Success – Search Engine Watch

Sometimes breaking things down and take a deeper look can help to make your campaigns a success. Taking your campaigns one step further can help you find that specific detail that you may not have previously noticed.  Here are three ways you can begin digging further into your campaigns. Read the article here

3) What is Black Hat Social Media & Does it Affect SEO? – Search Engine Land

With social media marketing growing as a marketing strategy black hat social media is becoming more relevant. These are methods used outside of any social media regulations for gain. Read this article to learn more about black hat social media and how it could impact you. Read the article here

August 8, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) 5 Innovative Email Marketing Tips That Drive Readers to Action – Copyblogger You’ve got an email list, but now you need to get your customers to take action. Incorporating marketing techniques such as adding surveys or combining social media can help to elevate your email campaigns. Learn about five great tips to drive your email readers here. Read the article here

2) Google Starts Giving A Ranking Boost to Secure HTTPS/SSL Sites – Search Engine Land A recent update announced by Google will give a slight edge to those using secured sites. Google will be using HTTPS and SSL as ranking factor. This new ranking factor should only provide small benefits at the time, but could be strengthened in the future. Read the article further to learn more about the change and how you can get a secured site. Read the article here

3) 7 Ways Limitations Can Boost Your Content Creation Productivity – Content Marketing Institute Placing limitations on yourself can sometimes help you to produce the best work. Sometimes with the fast pace of your environment, setting limitations can be necessary. This article provides seven great ways. Read about each way to see if you can incorporate a few or all to help improve your content productivity. Read the article here

August 4, 2014

Are you using these 2 time-saving features for July?

If you are on a monthly reporting cycle, it’s time to get started on client reports for July. Here are two Custom Report Builder features you should be using to save time.

1) The “Duplicate” report feature

duplicate feature

If you are creating a report for a repeat client, using the Duplicate feature allows you to make a copy of any previously created report. This means all you have to do is change the date range and update the static content (notes, screenshots and pasted Excel tables). This feature also makes it easy to delegate the reporting responsibilities to others in your organization since it functions like a template that just needs to be updated.

2) New: Click the “email” option for sending reports

email option feature

Sending a report using the published URL option prevents the hassle of downloading, saving and opening a PDF file. With the new “email” option for sending reports, a single click generates the published report URL, opens your email client and pastes the link into the body of the email. Add a few pleasentries and you are ready to send!

Use these two features in the Custom Report Builder and save valuable time creating your July reports. And remember,

“The greatest amount of wasted time is the time not getting started.”

~Dawson Trotman

Happy Reporting!

The BringShare Team

 

August 1, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) How to Create Social Media Friendly Landing Pages – Search Engine Watch

When driving traffic from social media efforts to your landing page, you need to ensure that these pages will attract the customer. By making sure that your social media content flows successfully to your landing pages, you can help to increase the number of users that stay and browse your site. Read the article here for additional tips on making your landing pages work for your social media strategy. Read the article here

2) Helping shoppers decide with product ratings on Google Shopping – Inside AdWords

AdWords product listing ads will now display ratings for  products. The ratings will appear below the product ads for those that choose to share their ratings with Google. To learn more about the ratings and how to move forward, read this article.  Read the article here

3) 6 Effective AdWords Optimization Techniques for Beginners – Search Engine Journal

It’s important to have a grasp on the basics as a guide to start optimizing your AdWords campaigns. The techniques provided in this article will help you along as you begin to optimize your campaigns for successful results. To learn more about the six techniques, read the article further. Read the article here

July 25, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) 85% of Retailers Say Paid Search is Most Effective Acquisition Channel – Search Engine Watch

The SEO and Paid Search efforts are paying off for retail customer acquisition according to a newly released study. Those retailers surveyed provided that paid search was the most invested channel, also driving the most revenue into 2013. To learn more about the other sources leading retail acquisition and to get a full look at the study read the article. Read the article here

2) 5 Content Questions to Guide Your Site Redesign – Search Engine Watch

Before redesigning your site, one item to consider is what should be changed or updated? Having a grasp on your current content can help you to build out a new strategy and review where you currently stand. The five questions provided in this article will help to get you thinking of how to move forward and what to consider. Read the article here

3) 88% of Organizations Are Undergoing a ‘Digital Transformation’, According to Study by Brian Solis of Altimeter Group – Search Engine Journal

A new study finds that digital is becoming an increasingly important component of organizations as 88% of those surveyed replied. Among the highest of the ways companies are turning to digital are social media, mobile and search.  Read the article to learn more about the “digital transformation” studied here. Read the article here

July 18, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

1) How to Get Your Blog Posts Read – Search Engine Journal

By making a few adjustments you can improve the amount of time invested by your readers. When creating content for your blog posts, you want your readers to read through it and take away what you have to say. This article discusses great ways that can help you make these changes. So that readers aren’t just skimming your article, but reading to learn more. Read the article here

2) 3 Ways To Help Prioritize Your SEO Efforts – Search Engine Watch

Understanding what needs to be done to make your SEO efforts successful is important. Setting goals is one way to ensure that your continuously working to improve and succeed. The three tips in this article that can help provide you with thought on how you can prioritize your efforts. Read the article here

3) Bing Ads Puts Estimated Keyword Bid Suggestions In Columns, Adds Keyword Status Delivery Alerts – Search Engine Land

There will be a few new changes appearing in your Bing Ads account that will provide additional help to managing your campaigns. One change features the ability to now display estimated keyword bid suggestions by including additional columns. Read the article further to learn more about these new changes. Read the article here

July 11, 2014

The Weekly Top 3 Must Read Digital Marketing Articles

How to Diversify Your PPC Campaigns – and Your Skill Sets at the Same Time – Search Engine Watch

Branching out your PPC efforts can benefit your campaigns. Through testing and trying new ideas with your campaigns, you can expand the reach of your campaigns. Also, you can begin to expand your PPC knowledge by investing in new areas that you haven’t encountered. Read this article for suggestions on how you can diversify your PPC campaigns. Read the article here

Experiment Shows Up to 60% of “Direct Traffic” Is Actually Organic Traffic – Search Engine Land

The experiment was conducted to have a better understanding of exactly what percentage of direct traffic is really organic. The results found that direct traffic fell 60% during the course of the test. This gives marketers an idea of how much of their direct traffic to long URL’s is coming from organic.  To learn more about how the experiment was conducted and additional findings read the article further. Read the article here

Use Images (Not Just Words) to Turn Your Distracted Visitors into Engaged Readers – Copyblogger

Adding images to your content can make a powerful impact. Easily adding an image of to your content can help keep the attention of your readers by engaging them right away. Take a look at this article to learn more about how images can help improve your content and where to start. Read the article here