Tag Archive | "Campaigns"

SearchCap: DuckDuckGo growth, YouTube campaigns & ABM measurements

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



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AdStage’s new Join automatically shows Google Analytics, Salesforce data for search, social campaigns

Customers will have full-funnel visibility into how their search and social campaigns are driving sales outcomes, without URL tagging.



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5 User-Generated Content Campaigns Your Brand Can Learn From

These days, shoppers are less impressed with celebrities and gurus telling them what to buy and prefer content that’s generated by their fellow consumers. A Nielsen report showed that 92 percent of consumers trust recommendations made by people they know while 70 percent believe the opinions consumers post online.

Some brands have been savvy enough to take advantage of this changing mindset and have successfully leveraged user-generated content (UGC) into their marketing campaigns.

User-generated content is essentially content that comes from customers. When customers have a positive experience with your brand, they are more inclined to tell others about it.

A ringing endorsement from a happy client is one of the fastest and cheapest ways to boost your customer base. And since the content comes from real people who have actually used the company’s products or services, consumers know that the information provided is authentic and reliable, thus improving a brand’s credibility.

There are several ways that smart brands can utilize UGC. Here’s a list of five companies highly-successful campaigns that show how to effectively leverage user-generated content in your marketing efforts.

1. Starbucks’ White Cup Contest

Starbucks hit a home run back in 2014 with its White Cup competition. The coffee giant asked their customers to doodle designs on their paper cups, take pictures, and post them on social media using the hashtag #WhiteCupContest. The best design would become the template for their limited-edition coffee cups. The contest generated around 4,000 entries in three weeks and created a lot of buzz even after it ended. When Starbucks finally unveiled the limited-edition cups, millions of customers took photos of the items and posting them on their social media accounts.

Takeaway: A contest with an interesting gift or a freebie is an effective way to interact with your target market. You can also generate revenue by turning the UGC into something you can repurpose or sell.

2. Apple #ShotOniPhone

User-generated content can solidify and expand a loyal fan base effortlessly. When Apple released the iPhone 8 and X, the company decided to take advantage of the fact that people were already using their product to take great pictures. The company’s #ShotOniPhone campaign saw Apple fans sharing the photos they took on their iPhones. Apple then showcased their favorite photos on its official Instagram account. While the campaign placed the focus on the photographers and their skill, it also emphasized their product’s features and capabilities.

Takeaway: Celebrate your loyal customers by showcasing their work in your website and social media accounts. The UGC will also drive more visitors to spend more time on your site.

3. Cast Me Marc by Marc Jacobs

Image result for cast me marc

Marc Jacobs reminded people why he’s such a trailblazer with the Cast Me Marc campaign. In 2014, the designer decided to cast models in a distinct way – by using Instagram and Twitter. People who were interested in modeling for the brand were asked to submit their photos with the #CastMeMarc hashtag. The company received 15,000 submissions within a day and 70,000 photos by the time the contest ended. The brand was also credited for starting a new movement as other fashion brands followed in its footsteps.

Takeaway: Pay attention to current trends. At the time, selfies were rapidly growing in popularity and Jacobs tapped into that phenomenon. You also shouldn’t be afraid to add your own twist to a new trend.

4. L’Oreal DermaBlend Transformations

The make-up brand placed their storyline in the hands of their loyal clients with its #DermaBlendPro campaign. L’Oreal encouraged users to share photos or videos of their makeup transformations. The company received thousands of submissions which were used in their brand story.

Takeaway: Trust your customers and include them in your campaigns. Happy customers make the best brand ambassadors.

5. Pura Vida Bracelets

UGC a good way to showcase products in real-world scenarios. Pura Vida’s colorful and unique bracelets already stand out on Facebook’s newsfeed, but when the company added photos of their customers wearing their products on their carousel ad, it provided better insight into the brand and led to a surge in conversions. It also helped that customers were taking photos of their bracelets while on the beach or traveling around the world, thereby encouraging everyone’s dream of a carefree lifestyle. The company was also started working with more artisans and small businesses around the world.

Takeaway: When your content is relatable, more shoppers will identify with your brand and hold it valuable. Transparency also attracts consumers who want to know where and how the product is made.

UGC is undoubtedly one of the best ways to show a brand’s authenticity and secure customer loyalty. So put the spotlight on your customer, and reward them to increase engagement. Shoppers are always happy to come back and talk about a brand when they feel like they’re part of the brand’s community. They’re also more willing to contribute to it and refer it to other people. 

[Featured image via Pexels.com]

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SearchCap: Ask an SMXpert, Google update fully rolled out, paid search campaigns & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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9 Of My Most Powerful Email Campaigns For Making Automatic Sales

In my recent article, I explained how I took six months ‘off’ from my business, specifically to see if the systems I put in place would keep sales coming in without me doing launches or creating new products. The end result was very exciting, over $ 150,000 in revenue from the business…

The post 9 Of My Most Powerful Email Campaigns For Making Automatic Sales appeared first on Yaro.blog.

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Google Rebrands AdWords, Introduces ‘Smart Campaigns’ for Small Businesses

Google has revamped how its ad services and products are organized and sold in a bid to make its advertising system easier for brands to understand.

After two decades, Google is retiring AdWords and DoubleClick names and rebranding them instead. They are also being reorganized in order to better showcase their capabilities and growth trajectory. DoubleClick products and the Google Analytics 360 Suite will now fall under the umbrella of Google Marketing Platform. DoubleClick Ad Exchange and DoubleClick for Publishers will be integrated into the Google Ad Manager while AdWords will now be called Google Ads.

The newly introduced Google Marketing Platform is designed to assist clients in planning, buying, measuring and optimizing their digital media and customer experience. The decision to merge the DoubleClick and Analytics 360 Suite brands was the result of marketer feedback regarding the advantages of using analytics and ads technology to create improved customer understanding and bigger business results.

Meanwhile, Google Ads will represent the extent of the company’s advertising capacity across its numerous properties, like Google Maps, Google Play, and YouTube. Google Ads will also roll out a new type of ad strategy called Smart Campaigns. This feature will be utilizing machine learning technology and focuses on small businesses. It will be the default experience of start-up companies.

As for the Google Ad Manager, the unified programmatic system is developed to help partners to generate higher revenue in a more efficient manner.

The three new brands are being hailed as a way to help all advertisers and publishers pick the right solutions for their business, regardless of the size. It also aims to make it easier for companies to provide consumers with trustworthy ads and an improved experience regardless of the channels and devices used.

The restructuring of its ads business was announced on Tuesday by Sridhar Ramaswamy, the SVP of Ads at Google. According to Ramaswamy, the company’s extensive ad offerings is challenging for advertisers, ad agencies, and publishers to navigate. He also mentioned that while advertising opportunities have never been greater, it has also become more complicated.

“It is harder for advertisers, publishers, and agencies that help them choose the right products for their business and know how to use them,” Ramaswamy said.

Despite the changes, brands have nothing to worry about as Ramaswamy emphasized that Google’s “underlying products aren’t changing.” But while the rebranding is basically just a name change, there will be small changes in some ad interfaces that will streamline the different services that the company’s advertising and marketing products offer.

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Look Ma, no keywords! Phrase-free AdWords campaigns are here

Contributor Andy Taylor discusses Google’s new Local Search Ads Experiment in AdWords, which uses address and location categories in lieu of keywords to trigger relevant local results.

The post Look Ma, no keywords! Phrase-free AdWords campaigns are here appeared first on Search Engine Land.



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Where Clickbait, Linkbait, and Viral Content Fit in SEO Campaigns – Whiteboard Friday

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When is it smart to focus on viral-worthy content and clickbait? When is it not? To see fruitful returns from these kinds of efforts, they need to be done the right way and used in the right places. Rand discusses what kind of content investments make sense for this type of strategy and explains why it works in this week’s Whiteboard Friday.

Where clickbait, linkbait, and viral content fit in SEO campaigns

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about when and where you might use clickbait and linkbait and viral-focused content as compared to other types for your SEO-driven campaigns.

There’s a lot of savvy sort of folks at the intersection of SEO and content marketing who are practicing things like this right now. We’ve actually spoken to a few agencies who are specifically focused on this, and they have really solid businesses because many brands understand that these types of investments can produce significant returns. But you have to apply them in the right scenarios and the right spaces. So let’s walk through that.

Content investments

Let’s say that you’re a payroll software provider. Your goal is to increase traffic and conversions, and so you’re considering what types of content investments you and your consultant or agency or in-house team might be making on the content front. That could be things like what we’ve got here:

A. Viral, news-worthy linkbait

I don’t necessarily love the word “linkbait,” but it still gets a lot of searches, so we’re putting it in the title of the Whiteboard Friday because we practice what we preach here, baby.

So this might be something like “The Easiest and Hardest Places to Start a Company.” Maybe it’s countries, maybe it’s states, regions, whatever it is. So here are the easy ones and the hard ones and the criteria, and you go out to a bunch of press and you say, “Hey, we produced this list. We think it’s worth covering. Here’s the criteria we used.” You go out to a bunch of companies. You go out to a bunch of state governments. You go out to a bunch of folks who cover this type of space, and hopefully you can get some clickbait, some folks actually clicking, some folks linking.

It doesn’t necessarily have the most search volume. Folks aren’t necessarily interested in, “Oh, what are the hardest places to start a company? Or what are the hardest versus easiest places to start a company?” Maybe you get a few, but it’s not necessarily going to drive direct types of traffic that this payroll software provider can convert into customers.

B. Searcher-focused solutions

But there are other options for that, like searcher-focused solutions. So they might say, “Hey, we want to build some content around how to set up payroll as an LLC. That gets a lot of searches. We serve LLCs with our payroll solution. Let’s try and target those folks. So here’s how to set up payrolls in LLCs in six easy steps. There are the six steps.”

C. Competitor comparison content

They see that lots of people are looking for them versus other competitors. So they set up a page that’s “QuickBooks versus Gusto versus Square: Which Software is Right for Your Business?” so that they can serve that searcher intent.

D. Conversion-funnel-serving content

So they see that, after searching for their brand name, people also search for, “Can I use this for owner employees, businesses that have owner employees only?” So no employees who are not owners. What’s the payroll story with them? How do I get that sorted out? So you create content around this.

All of these are types of content that serve SEO, but this one, this viral-focused stuff is the most sort of non-direct. Many times, brands have a tough time getting their head around why they would invest in that. So do SEOs. So let’s explain that.

If a website’s domain authority, their sort of overall link equity at the domain level is already high, they’ve got lots and lots of links going to lots of places on the site and additional links that don’t go to the conversion-focused pages that they’re specifically trying to rank for, for focused keyword targets isn’t really required, then really B, C, and D are where you should spend your time and energy. A is not a great investment. It’s not solving the problem you want to solve.

If the campaign needs…

  • More raw brand awareness – People knowing who the company is, they haven’t heard of them before. You’re trying to build that first touch or that second touch so that people in the space know who you are.
  • Additional visitors for re-targeting – You’re trying to get additional visitors who might fit into your target audience so that you can re-target and remarket to them, reach them again;
  • You have a need for more overall links really to anywhere on the domain – Just to boost your authority, to boost your link equity so that you can rank for more stuff…

Then A, that viral-focused content makes a ton of sense, and it is a true SEO investment. Even though it doesn’t necessarily map very well to conversions directly, it’s an indirect path to great potential SEO success.

Why this works:

Why does this work? Why is it that if I create a piece of viral content on my site that earns a lot of links and attention and awareness, the other pieces of content on my site will suddenly have a better opportunity to rank? That’s a function of how Google operates fundamentally, well, Google and people.

So, from Google’s perspective, it works because in the case where Google sees DomainX.com, which has lots of pages earning many, many different links from all around the web, and DomainY.com, which may be equally relevant to the search query and maybe has just as good content but has few links pointing to it and those links, maybe the same number of links are pointing to the specific pages targeting a specific keyword, but overall across the domain, X is just much, much greater than Y. Google interprets that as more links spread across the content on X makes the search engine believe that X is more authoritative and potentially even more relevant than Y is. This content has been referenced more in more different ways from more places, therefore its relevance and authority are perceived as higher. If Y can go ahead and make a viral content investment that draws in lots and lots of new links, it can potentially compete much better against X.

This is true for people and human beings too. If you’re getting lots and lots of visitors all over Domain X, but very few on Domain Y, even if they’re going in relatively similar proportion to the product-focused pages, the fact that X is so much better known by such a broader audience means that conversions are likely to be better. People know them, they trust them, they’ve heard of them before, therefore, your conversion rate goes up and Domain X outperforms Domain Y. So for people and for search engines, this viral-focused content in the right scenario can be a wonderful investment and a wise one to make to serve your SEO strategy.

All right, everyone. Look forward to your comments below. We’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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3 Holiday Social Media Campaigns to Emulate for Your Business

Major holidays, like Christmas, are typically very lucrative seasons for most businesses. It also opens up a lot of opportunities for them to connect with potential clients. Unfortunately, the holidays are a very stressful time for consumers.

The wrong marketing campaign can alienate clients, damage a company’s reputation, and waste precious opportunities to develop brand loyalty and increase sales. Conversely, the right campaign can give a company a major boost in terms of revenue and reputation.

Here are three highly successful holiday social media campaigns that are inspiring and worth imitating:

REI #OptOutside Campaign

Image result for #OptOutside Campaign

Several companies have benefited greatly from a well-executed hashtag campaign. REI, Starbucks, and UPS have even parlayed their successful hashtag campaign into a yearly event.

REI’s #OptOutside started in 2015 when the outdoor retailer made their decision to close all their shops on Black Friday the focus of their marketing campaign. Not only did the company go on a break on the biggest shopping day of the year, something virtually unheard of at the time, but they also paid all their employees to spend the time outdoors with their loved ones.

The company also encouraged customers to also spend the day outside and to share their photos with the hashtag. The campaign immediately went viral and the company won various awards that year. REI’s campaign is still going strong three years in, and the company has kept things fresh, rolling out a new search engine that collects user-generated content with the #OptOutside tag.

Elf Yourself by OfficeMax

Image result for office max elf yourself

Some of the best marketing campaigns directly involve customers. Despite being more labor-intensive and time-consuming, fun user-generated contests are memorable and easily boosts a brand’s name recall.

A prime example of this is OfficeMax’s Elf Yourself contest. The company provides one video template that all contestants can use. The template shows five dancing elves, and users can customize it by putting in their friends’ faces. Needless to say, millions of people have fun making the video, uploading it and sharing it with friends and family on various social media platforms.

Nordstrom’s Advent Calendar

Instagram is a wonderful vehicle for brands hoping to get noticed, and the Christmas season can make a key difference. Nordstrom really went to town with its Instagram marketing campaign this year. The company opted to go with an Advent calendar theme, posting a unique video every day as the company counts down to Christmas Day. The daily videos, which were sprinkled with some brands the store carries, helped customers get into the spirit of the season.

It was also a big plus that the video offerings were all very creative and fresh. Customers definitely had a great time viewing them and undoubtedly enjoyed buying from Nordstrom as well.

There’s a lot more riding on the marketing campaigns of today, as the different social media channels give companies more opportunities to have deep interactions with their consumers. But to do this, businesses have to be more creative in coming up with strategies for unforgettable content and its distribution. This is particularly vital during the Christmas season.

[Image via Pixabay]

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9 Of My Most Powerful Email Campaigns For Making Automatic Sales

In my last article I explained how I took six months ‘off’ from my business, specifically to see if the systems I put in place would keep sales coming in without me doing launches or creating new products. The end result was very exciting, over $ 150,000 in revenue from the…

The post 9 Of My Most Powerful Email Campaigns For Making Automatic Sales appeared first on Entrepreneurs-Journey.com.

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