Channel: SEO Search Engine Land Sponsor Messages Uncategorized

SPONSOR MESSAGE: Get 5 Free Hours of Link Building Services – Our Gift to You

Search Engine Land

Page One Power, the world’s finest link building firm, is offering you 5 FREE HOURS per unit of link building service when you either begin a new campaign or add to your existing service package. Our highly-educated, in-house writers, researchers and outreach specialists are the best in the…

Please visit Search Engine Land for the full article.

Local Search

Yext – List your email everywhere‎

Mike Blumenthal

We recently embarked on a clean up campaign across the internet  for a client that had serious NAP issues. We used a corporate email address that forwarded to me. Somewhere along that line whether by hook or by crook or an errant check box, Yext picked up our email address. And started spamming me. 7 days, 5 emails […]

analytics

Google Analytics Dashboards

Thijs de Valk

Google Analytics is a powerful tool. However, it takes quite some time getting used to, which is why people are missing out on a lot of functionality. They simply don’t know it exists. So today I’ll be explaining a feature that I find very useful: Google Analytics dashboards. I’ll explain what they are, how to…

This post first appeared on Yoast. Whoopity Doo!

Cross-channel advertising: The customer comes first

Jon Myers

So, what does this mean for advertisers? Clearly it’s important to target consumers across multiple channels. Not a ground-breaking statement in itself. However, what is becoming more and more apparent is that this is no longer enough.  

As the consumer purchase journey becomes increasingly fragmented, marketers shouldn’t restrict optimising ad spend across channels, and need to alter spend and messaging based on the background and intent of the individuals across these different channels.

This isn’t as complicated as it sounds. By looking back at the evolution of online advertising, we can see the strides which have already been made and develop a strategy which anticipates the next big thing.

In the beginning, there was individual channel optimisation

When the internet was a less crowded space and the consumer path to conversion was less fragmented, online advertising was also simpler.

Advertisers were getting to grips with the range of channels available to them, from search marketing, online display advertising, email marketing to affiliate marketing and so on.

However, these channels were so under optimised any uplift on the individual platform was celebrated.

This led to a deluge of ‘Big Data’ which wasn’t being used in an effective way; we knew if a search campaign had been successful at driving a conversion but had no idea whether this new customer had already been influenced by an ad on Facebook with the same message.

Then there was cross-channel attribution

The internet moved on, social networks ballooned and consumers were increasingly influenced by what their friends were liking and sharing.

At the same time, advertisers started comparing the results of campaigns across an entire portfolio of channels.

Spend could then be redistributed based on the most successful carrier of an ad to boost ROI. However, the customer journey across these channels was still difficult to understand with any sophistication.

Now there is individually tailored advertising across channels 

The world has moved on again. A more accessible and connected digital world gives consumers a greater choice of which device and channels they shop on.

This is so much the case that each consumer path-to-conversion is practically unique; a targeting nightmare for advertisers.

To overcome this new challenge, advertisers are increasingly able to use first- and third-party audience data to inform online advertising optimisation.

If you know a consumer’s demographic, you know if they’re:

  1. The right prospect for your brand, and…
  2. Their preferred online channel on which to target them with personalised messages.

We are now even able to build up a view of how valuable a customer has been in the past to inform how much spend they’re worth in the future and segment these from new customers to inform which ad creative should be served to different users.

To reach brand loyal customers for example, marketers can use Google Retargeting lists for search ads (RLSAs) to retarget existing customers across social and display channels.

However, to reach new customers its more effective to spend more on generic keywords and implement corresponding creative.

To use a real world scenario, a travel brand could create a list of prospects interested in flights for a particular destination.

Once a member of this list clicks on a search ad for that destination, rather than continue to target that individual on search and pay a premium for an expensive keyword, the advertiser could retarget the same individual across other channels such as Facebook or display to complete the journey from click to conversion.

This approach goes beyond relying on the keyword. Advertisers can generate a powerful picture of not just what a consumer is looking for, but also who they are and how likely they are to convert.

Innovative advertisers are realising that the more data they integrate, the better results they get from their online advertising budget. After all, knowledge is power.

content marketing Search Engine Optimisation Social advertising social media Social Media Marketing

Win More Links to Your Content with Paid Social Promotion

Laura Crimmons

Creating great content is not enough, you need to make sure as many people as possible see it. This is where paid social promotion can come in very handy. Using paid advertising on Facebook, Twitter, and LinkedIn, you can ensure your content is seen widely and increases the chances of earning links.

Post from Laura Crimmons on State of Digital
Win More Links to Your Content with Paid Social Promotion

creative technical

Visual Maths: A Brief History of Lighting in VFX

Pete Wailes

Light. From even before the moment a newborn baby opens it’s eyes, we’re surrounded by it. From the way the sun shines on a clear or cloudy day, to the difference between harsh and soft lights in the home, our brains have developed an uncanny ability to understand the way light falls on a scene […]

The post Visual Maths: A Brief History of Lighting in VFX appeared first on Builtvisible – A Creative Digital Agency.

Search Queries

How Google May Transform Queries into Trigger Queries

Bill Slawski

Recently I wrote about Google’s Enriched Results Patent, where Google looked at query terms searched for, and for some of them the search engine returned special “enriched” search results that showed off things such as financial information when the query might have been something like a financial stock market term, such as “GooG” for Google. […]

The post How Google May Transform Queries into Trigger Queries appeared first on SEO by the Sea.