A detailed tutorial on how to research your AdWords target keyword list to improve your ROI from PPC

NeExamples and best-practice advice on building a keyword list, understanding and using match types, and managing brand protection Keywords trigger your ads. Building and maintaining the right list of keywords is vital to getting the best return on your paid search spend. Keywords are organised into ad groups. You assign ad creatives (ad text) to these ad groups, which appear when triggered by these keywords. Therefore, knowing which keywords will perform best is important. Keyword research is the process of building keyword lists, based on the frequency at which consumers search for these words and phrases.

Why Is Keyword Research Important?

Keywords are the nuts and bolts of your AdWords campaigns. They let you control your visibility in search results, as well as affecting the amount you spend. If you’re setting up an account for the first time, it’s essential…

5 steps you should take when exhibiting at your first trade show

Preparing for a trade show can be a challenging experience. From the financial to the logistical, trade shows offer a massive range of benefits for your business but often demand an equally great amount of focus, work and commitment. If you've never exhibited at a trade show before, the entire process of preparing a booth and readying your sales team can seem unbelievably difficult. In this guide, we’ll look at five simple tactics and principles that you can use to make the process of preparing for a trade show more manageable.

Tip 1. Prepare a detailed, itemised and flexible budget in advance

Budgeting for a trade show is a far more involved and demanding process than most business owners and marketers realise. Preparing a detailed, itemised budget is the difference between running a…

Examples and best-practice advice on implementing Google ad extensions

Ad Extensions are additional features that enhance, or extend, your AdWords ads. Options include call extensions - which add a phone number or ‘click-to-call’ button to your ads, sitelinks - which let you add links to other pages within your website, and location extensions – which can include a map marker. There are various types of Ad Extensions and each has its own advantages, but in general the overall benefits of using Ad Extensions are: Ad Extensions are free. You only incur a pay per click amount, equivalent to a headline click, if someone engages with your ad. They make your ads more visible, because they take up more room in the SERPs. They help improve CTR, because they let you add valuable information about your products and services. They help improve Ad Rank: Google says “If two competing ads have the same bid and quality, then…

7 ideas for exhibitors showing how you can integrate content marketing into your next event

Every B2B marketer is familiar with the lead generation and branding benefits of trade shows made possible by the highly focused audience of potential customers to the brand recognition you get from having hundreds, or with the right location, thousands of people view your display. Likewise consumer events can give similar benefits. With the increasing interest in content marketing over the last few years, I'm surprised that fewer marketers seem to be familiar with is the potential to create amazing online content from your trade show experience. From answers to questions to interviews with industry insiders, trade shows are great opportunities to create stellar content or integrate existing content assets. In this guide, we’ll share seven creative content ideas that you can put into action at the next trade show you attend. From time-lapse…

Logo redesigns are hard to get right and easy to get wrong

Redesigning a logo is no easy task and even some of the most famous of brands have got it wrong in the past. It requires creativity, planning and careful execution to get it right. Google redesigned its logo recently, and though opinions vary, it is widely considered to have done an excellent job, but that is no mean feat because of the range of platforms covered and the detailed design considerations as discussed in this fascinating post from the Google design team on evolving the Google brand identity. This infographic by Clear Designs outlines exactly what you need to know about logo redesigns. From advice on things to consider before redesigning your logo to the do’s and don’ts of logo redesigns. In addition, it looks at how some of the big companies and organisations have failed with their…

A tutorial example of using Facebook Ads for Event Promotion

Promoting live events might be the most challenging form of digital marketing campaign you will ever work on.  Or so it’s been my experience over the past few years with our monthly MnSearch events and one-off events like LocalU Twin Cities. Not only do you have to try to market an event based on features, benefits and price points, but you also have to try and convince someone that it’s worth taking time out of their work day or personal life, and drive across town to attend.  And all for 'One Night Only!'. This is the exact opposite from most Paid Search campaigns that can be built to be relatively 'Evergreen'. Because attendance can fluctuate greatly, and breaking even is often the priority goal, we are continually looking for very cost effective means of…

Twitter suddenly becomes more important to marketers with the latest integration - now rolled out to desktop as well as mobile

Importance: [rating=5] For Digital Marketers, Social Media Marketers and SEO consultants Recommended link: Google's original announcement of new Twitter Integration So, they've made up! You may remember how Google used to partner with Twitter and take their firehose to display tweets in near real-time - I remember it was sub ten seconds. Then they fell out and this feature disappeared back in July 2011. Well a new form of the integration is back as has been previewed over the last few months. I've been taking a look to see how significant it will be for businesses. It looks like a great deal for Twitter to me and an acknowledgment by Google that Twitter, not Google+ is THE source for real-time updates as it had hoped.

What marketers need to know about Google's Twitter integration

1. The…

Examples and tools showing that, to get great results with social media, you base it on insight

Let's say you’re boarding an airplane, and you strike up a conversation with the pilot. You ask how the weather is looking. He shrugs and says, “I don’t know; I haven’t checked the forecast. I’m just going with my gut.” Unless you have a death wish, you’d probably turn around and get off the plane. You know a safe journey requires research, but when it comes to social media, many marketers skip that step. Instead of checking the social media forecast, they fly blind. As social media strategist Marji Sherman learned when she started at Kohler, overlooking the social media forecast can have serious consequences. Her research revealed that the company’s social media strategy was missing the mark. Examining the data, Sherman…

Techniques to optimise your ecommerce sites for higher conversions and increased social media engagement

Creating an ecommerce website from scratch can be daunting. The task of creating, populating and launching the site is one thing, but launching it in such a competitive space is another. To begin with, you’re probably not going to compete with a 163 million page site like Amazon. This ecommerce giant has taken years of nurturing and development to get to where it is today and consistently dominates the online space. Instead, you need to start small; find methods of harnessing the small pool of users available to you and capitalise on any quick win opportunities out there. Here are 5 ecommerce tips to help you get started with:

1- Be conversion led from the get-go

Striking the balance between being design-focused and being conversion-focused is a tricky consideration to get right for any ecommerce…

Google Chrome will pause all ads using Adobe’s Flash whilst Amazon will ban flash ads outright

Importance: [rating=5] (for Digital Advertisers) Recommended link: Google's announcement of change from September 2015 As of today Google’s chrome web browser will not play ads created using Adobe flash and will automatically pause them so they don’t disrupt Chrome users' browsing experience. Google have framed this in terms of improving browser speed and battery life. Other Flash interactions or animations you are using on your site shouldn't be affected, as explained at the end of this alert. This is significant for advertisers since according to a report from the mobile ad management firm Sizmek, Flash was the most popular format for digital display ads as recently as Q1 2015. Advertisers tried to deliver more than 5.35 billion Flash ads in Q1 2015, compared to 4.25 billion HTML 5 ads. Flash ads will still appear on Google…

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