Welcome to the Jungle Vol. 4 – Surviving the Digital Marketing Jungle

Entering The Jungle Article

My last three weeks have been pretty busy. Surviving the digital jungle can be difficult when you’re coming from another industry. Digital marketing is a fast-paced and ever-changing environment that demands a high level of motivation and drive, naturally pushing me to go farther, do better, and learn more. Posting for social accounts and optimizing PPC accounts, and studying for the Google and Bing certifications has kept my day-to-day plate quite full. Also, in this time, I have officially become a Bing Ads Accredited Professional!

There have been three main areas in which I have devoted greater amounts of time in order to get the very best results – social media posts and PPC campaign optimization.

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The Road Map to Social Media Success

Social Media Road Map
Social media requires more than just a wish and a prayer. Those who think, or act, otherwise may get lucky for a certain amount of time, but eventually their good fortune will likely run out. When this inevitably occurs, social media becomes a liability, exposing the brand, personality or organization to an inconsistent image, negative sentiment, poor customer service and the like. In turn, this may decrease the organization’s sales, profitability, employee retention and morale, among other factors that could significantly degrade overall operations and the bottom line.

In order to avoid such malicious outcomes, social media should never be conducted on whim, without a plan, blindly, irresponsibly. A defined strategy must be in place with detailed knowledge of social networks, audience, goals and objectives. All social media managers must know where they are currently standing and must know exactly where they’re heading down the road. In other words, a social media road map is crucial to not get lost along the way, know exactly where you are and precisely get where you’re going.

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Welcome to the Jungle – Volume 3 – Monkey Business 101

Shelley Graff Entering the Jungle

Shelley Graff joined our team with plenty of educational accolades, but a limited amount of real-world digital marketing experience. Follow her as she enters the Content Marketing arm of the Digital Marketing Jungle. This volume of the “Welcome to the Jungle” Series covers her journey from hardcore marketing student to hardcore digital marketer. – Ed.

I could not believe how lucky I was to be offered a job in digital marketing. As a student of journalism and communications, I was set on doing something where my skills would be utilized, while concurrently I would be able to further my knowledge within the field of marketing. It would appear that I have succeeded. Everyone here has been more than helpful, and I come in to work everyday feeling both challenged and supported by those around me.

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Taking Advantage of Seasonality in PPC

Seasons

Seasonality affects most businesses, hence it’s important for paid search marketers to keep seasonality in mind when planning PPC strategies and budgeting.  Below are some ways to take advantage of seasonality when planning a campaign:

  • Bid on relevant seasonal keywords
  • Write seasonal ad copy
  • Think about how seasonal weather affects your campaigns
  • Use industry trends/historical data when planning campaign strategy

Bidding on relevant holiday keywords and writing holiday specific ad copy can be a great way for some businesses to take advantage of seasonality. A flower company running ads in early February would likely see higher CTRs by creating Valentine’s Day-specific ad copy than they would if they just ran broad flower related ads. Keep in mind that relevant and timely ads resonate with consumers.

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Overcoming client objections in digital marketing

Client-Objections“Where is my ad?”

“What am I spending a thousand dollars a month on?”

“What is a good Click-Through Rate? Better yet, what is a “CTR?”

These are some of the most common questions and client objections that our PPC team, as well as our sales team, face every day. If you are not constantly living and breathing PPC, some of the questions that you might get from clients will not only confuse you, it will confuse them even more and cause a lack of confidence in your abilities to manage their media buy.

From my experience, working as a SEM Account Executive, I have had to answer almost every question in the book. But overcoming client objections is a common, sometimes uncomfortable, part of digital marketing. Since I have started working in digital marketing, there has not been one question or client objection that we have not been able to solve or provide a possible solution. Like every marketer, our goal is always to make sure that the client is happy and their confidence is unwavering. If they are not happy with their PPC campaign results, we will go back and revisit the type of goals that were set for the specific campaign. Every campaign is different when it comes to goals. This is one of the many discussions we consult towards when going over monthly reports with a client.

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Bing Ads Connect Chicago – Key Takeaways

bing-ads-connect-chicago

I’m throwing it back this Thursday for #throwbackthursdays or #TBT, depending on your preference, to our recent visit to Bing Ads Connect in Chicago. Yes, I know it’s not that far of a throwback, but since it’s top of mind, I’d thought I’d share some key takeaways and highlights of the event.

Bing Improvements, Search Strategy & Resources

Slowly, but surely, it’s getting better…

Whelp, we’ve spoken and it looks like Bing has listened. So far, there have been 90-plus feature updates. While their interface and editor may not be Google Adwords worthy… They are still vastly better than before.
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Welcome to the Jungle – Volume 2 – “Swinging Through the Vines”

Facebook-Banner2

It is hard to believe that almost two months have gone by since I started this new, but exciting, journey into the world of Search Engine Marketing. In the beginning, things seemed overwhelming. Continuous observation, insights, training, and the patience of the seasoned vets I call my colleagues, has helped me progress at a rather fast pace. Beginner’s anxiety has now faded away which has made taking deeper dives that much easier.

At first, I wasn’t particularly thrilled when I was told I would be the ‘Toyota Prius” of the department. Nothing against the Prius – it’s a great car for what it does – it’s just not quite my style. But what I was thrilled about was the fact that I would be a “hybrid” – able to work with, and contribute to SEO, Social Media and SEM teams. I knew I had a lot to learn and the most important thing was getting down to business right away.
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Create SEO content for users, not search engines in 2014

SEO-post

There was a great quote buried in a mundane SEO article almost two years ago – ancient history in our industry – that still rings true today. Now, I would modify this statement by taking out “SEO” and replace that acronym with “Search Engines” in general.

Google and Bing have finally reached a point where they are so sophisticated that all trickery has effectively been taken out of the SEO playbook. Now, as SEOs, we can finally exhale!
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Updated Adwords Traffic Estimator still leaves much to be desired

Traffic-Estimator

The Google Adwords Keyword Planner Tool was recently updated. While the keyword planner has several functions, the traffic estimator is the real bread and butter of the Keyword Planner. Unfortunately, the traffic estimator has let me down in the past with its highly inaccurate estimates. Since the keyword planner was recently updated, I decided to give the traffic estimator another chance and it appears to be more accurate at predicting impressions and some of the new features are a step in the right direction. However, the traffic estimator is still far from perfect.

The most important function of the traffic estimator is its ability to estimate traffic. Despite the fact that it’s just an estimator, I do expect a certain level of accuracy.  Fortunately, the estimator is much improved at predicting how many impressions broadmatch keywords will receive. While the tool is good at estimating impressions, I don’t think it’s safe to put much weight in the tool’s ability to estimate clicks, CTR, average position, etc. Those KPIs will be highly dependent on how you set up the campaign, your bidding strategy, how compelling your ad copy is compared to your competitors, etc.
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Everyone Panic! Twitter announced that it’s updating your profiles

TwitterPost

We were all shocked last week when Twitter announced the major redesign of its profile. And by shocked, I actually mean that we weren’t shocked at all. Frequent changes happen constantly in the digital world, and there’s nothing that we can do to slow them down. What we, as digital marketers, can affect is our reaction to these constant dynamics. We must research, prepare and react quickly to ensure our social networks are ready and up-to-date.

That said, below we highlighted the key Twitter changes that are now available to all new profiles and will be rolling out to all users throughout the coming weeks. However, before we get you prepped to overhaul your Twitter wardrobe, let’s talk about why the network decided to change its fashions in the first place.
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