What we are Reading in Digital Marketing this Week (01-29)
As digital marketers, we strive to be constantly up-to-date on the latest happening in the online world. We have Search Engine Optimization, Pay-Per-Click Advertising, Web Design, and more covered. Staying on top of digital news is our job and not only pushes us with our ideas and strategies but ensures our clients come out on top as well. Whether it’s a new app exploding on the scene, a Google algorithm update, or the latest behavior tracking tool we’ll review, preview, and make note of it here. So if you’ve missed checking your RSS reader or your favorite sites this week no worries. New to 2016 is our what we’re listening to section full of a podcast, song, or piece that has been in our heads all week. Check it out to find out what you should be listening to regardless of topic. Come back every Friday for a new collection of our favorites and the most noteworthy pieces from the digital news sphere.
What We’re Reading for January 29th
Target Competitors on Facebook Using Interest Based Audiences
Adwords and Bing Ads both allow you to directly target your competition by using their branded keywords, the only restriction is that you cannot use competitor branded terms in your ad copy. Facebook though does not allow you to target your competition directly by added people who like their page as an Audience. A good way to get around this is to use your competitors name or website URL as an Interest. Facebook defines Interest Categories as “People who have expressed an interest in or liked pages related to” and this Audience is generally close to the size of their fans on their page. (Contributed by Paid Search Specialist Bill Hartz)
Retailers: Twitter is the ‘left-behind’ platform
Haven Beauty, which sells beauty products, has used Twitter both for service and transactional communication, but also experimented with every facet of its paid product: promoted posts, follower acquisition plans, lookalikes and “buy nows.” And right now, the brand doesn’t see the returns. (Contributed by Digital Campaign Lead Jasper Burwell)
Several Twitter Executives Leave
Four board members left this week as Dorsey continues to shake-up how things are run and attract new users to the site. Although it has been reported that the executives leaving left voluntarily the move has a feeling of Dorsey cleaning house. As shares dropped this week the company already appointed a new VP of global media and are looking towards the future to redefine and hone in on Twitter’s USP. (Contributed by Online PR Specialist Anna Horn)
Why Intent Matters More Than Demographics
It can be tempting for marketers to rely heavily on demographics. After all, don’t we want to know the identities of the people we’re trying to reach? Focusing on demographics means leaving out a big piece of the puzzle: user intent. User intent provides a bigger picture of what your customers are looking for and how to deliver helpful content. This Think With Google article uses Home Depot to illustrate how putting user intent at the center of your marketing strategy can deliver big results. (Contributed by Online PR Specialist Ellen Borza)
Get Ready For Facebook’s Big ‘Like’ Button Change
While we won’t be getting the long asked for “dislike” button on Facebook, “reactions” that were previously launched in Spain, Ireland, Chile, the Philippines, Portugal and Colombia are coming to US market. In addition to the liking posts, you’ll also be able to respond with “love,” “haha,” “sad,” “angry” and “wow.” (Contributed by Online PR Specialist Sarah Walsh)
Google Search Console Adds AMP Error Report
Google Updates The General Guidelines Section Of Their Webmaster Guidelines
Google quietly updated their general guidelines elaborating on examples of how to make your sites more accessible to Google. They added more definite language which indicates that we should follow these guidelines rather than regarding them as merely suggestions. (Contributed by Sr. Client Relations Manager Yenma Kounlavong)
Getting Your Content in Position Zero
If you’ve ever googled a common “how to” or “what is” question, you’ve probably noticed the answer box that shows up above organic search results. Referred to by some as “position zero,” the answer box has become a highly coveted piece of SERP real estate for businesses in all industries. That’s right, position zero is not just for big brands. Everyone has a shot at getting their content featured in google’s answer box, but it’s not a game of chance. There are several key SEO elements your content should include if you want to land in position zero. Check out this recent guide by Anna Francis to learn how your content can rank in google’s answer box. (Contributed by Online PR Specialist Emily Long)
Brand Bidding & PPC Optimization: How We Got Here (Part 1 of 8)
PPC is an ever-changing industry. Historically, PPC optimization went through a few different phases: optimizing keyword lists, using analytics, bid automation, pruning, and relevancy. Looking towards the future, “Brand Bidding” may be the next technique PPC marketers will utilize to drive results and ROI. (Contributed by Paid Search Specialist Kevin Koehn)
What We’re Listening To
Good Job Brain, You Want Truffle Fries with That?
Good Job Brain is one of my favorite podcasts. It’s clean, funny, and factual which means it hits basically everything on my fun checklist (my social life is super cool I know). This episode from when the show started is hilarious and filled with useful(?) facts about luxurious food ingredients, some of which you may consume every day! You’ll learn the difference between kobe and wagyu beef, maggot cheese, really expensive coffee. Each show goes over a different subject matter stating facts and tips that you may want to use at pub trivia. This is the perfect podcast if you plan on ruling your local trivia scene with your coworkers. (Contributed by Online PR Specialist Anna Horn)
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