Automation in Google Search Ads has become increasingly important as it allows marketers to optimize their campaigns more efficiently, saving time and improving performance. Depending on your objectives, here are some strategies you can implement to leverage automation in your Google Search Ads campaign
Your website's speed is a critical factor for user experience and search result visibility. Poor speed can dim a visitor’s initial impression of their journey through your site and can lead to negative effects on your site’s search rankings.
Google's restriction of third-party cookies marks a significant shift in the digital advertising landscape, impacting how digital marketers collect and utilize data for targeting, retargeting, and understanding user behavior across the web.
Alternative search tools, including social media search engines, video platforms like YouTube, and specialized search engines offer unique avenues for content discovery and each have their own set of optimization practices to maximize visibility and engagement.
Short-form videos have carved out a significant niche in digital marketing, thanks to their ability to captivate audiences with concise, impactful content. These videos, typically lasting from a few seconds to two minutes, can enhance online visibility and transform marketing strategies through SEO and social media channels.
A/B testing in digital marketing is a method that allows businesses to experiment with different variations of their content, design, or strategies to identify what resonates best with their audience.
As we start a new calendar year, the digital marketing landscape continues its evolution, presenting marketers with fresh challenges and exciting opportunities. 2024 promises to be a transformative chapter, marked by cutting-edge technologies, shifting consumer behaviors, and innovative strategies that will reshape the way brands connect with their audiences.
With an increasing number of users relying on voice search, optimizing your content ensures your brand is easily discoverable, providing a seamless and user-friendly experience.
Email marketing remains a powerhouse in the world of digital marketing, delivering an impressive return on investment and a direct line of communication with your audience. To truly excel in this space, it's essential to explore advanced techniques and harness the power of cutting-edge tools and software.
Intent is critically important in SEO because search engines aim to provide the most relevant and useful results to users. Understanding and optimizing your site for user intent is key to achieving high search engine rankings and providing a better user experience.
Selecting the right Pay-Per-Click (PPC) ad approach based on your business goals is crucial for a successful digital marketing campaign. Here's a guide to help you align your PPC strategy with your specific business objectives.
The Helpful Content Update, like many Google algorithm updates, aims to improve the quality of search results. Specifically, it focuses on rewarding websites that provide genuinely helpful and informative content to users. While the update's core goal is beneficial, it can have a significant negative impact on your website's rankings if not addressed properly.
In the fast-paced world of digital marketing, creating fresh and engaging content regularly can be a challenge. However, there's a strategy that can help you make the most of your existing content while saving time and resources: content repurposing.
For the upcoming release of version 2.2 of Web Content Accessibility Guidelines (WCAG) guidelines, we review the benefits of and best practices for achieving an ADA-compliant website.
Delve into the pivotal role of chatbots in shaping modern customer engagement strategies.
The continued relevance of email marketing: personalized, cost-effective, and measurable. Here are some reasons why it remains a cornerstone of modern digital marketing strategies.
Explore the benefits of search PPC, dispel common concerns, and learn how this powerful tool can boost your business's growth and visibility.
In the dynamic landscape of digital marketing, social media continues to be a vital channel for small and medium-sized businesses seeking growth and visibility. In this article we present some key elements to consider as part of your social media strategy.
AI is expected to have a significant impact on pay-per-click (PPC) advertising in several ways. Here are some of the key ways in which AI can influence PPC advertising.
AI is already making a significant impact on web design and is likely to continue shaping the field in the future. This article covers some ways AI affects SEO in the context of digital marketing.
AI is already making a significant impact on web design and is likely to continue shaping the field in the future. This article covers some ways AI is affecting web design.
Some reasons why the hosting infrastructure you choose for your web site is crucial to digital marketing success.
Google has announced Universal Analytics (UA) will stop processing site data on July 1, 2023 and recommends site owners switch to their Google Analytics 4 (GA4) product. The switchover from UA to GA4 isn’t automatic and while both platforms can run in parallel, collection of historical data in GA4 will start only after it is implemented.
Dynamic content personalization is becoming a must-have strategic component for brands/companies who want to grab attention in the midst of today’s digital marketing clutter — engage prospects at all stages of their personal decision journeys — and maintain levels of interest that can turn into fruitful long-term relationships.
Popular social media platforms have introduced ecommerce functionality and features that enable you to sell products or services directly on those social channels, instead of needing to drive every prospect back to your website.
To up the engagement, conversion and profitability rates of any campaign, you need to look at a number of factors that help to further refine the segments, needs and intentions of your audience.
In January 2020, Google announced it would block third-party cookies by default in their Chrome browser within two years. What does this mean for the future of digital advertising in regard to targeting?
To survive and effectively grow during this economic expansion, organizations need to further expand and integrate their digital marketing and direct sales processes.
The result of Google's mid-June 2021 update is a favoring of pages that provide an exceptional user experience in terms of page load speed and interactivity, overall visual stability, mobile-friendliness, security and other technical attributes.
Remarketing is widely used, powerful tool for search pay-per-click campaigns that targets people who’ve previously visited your website.
Long-tail keywords are strategic way to cost effectively get your message in front of the right prospects — at a time when they’re ready to convert.
If you’re wondering whether your website is ADA-compliant, it probably isn’t. To satisfy the current WCAG 2.1 AA standard for compliance, you need to implement an initiative for specific design/interface improvements to that end.
Today, the real keys to affordable and successful Search PPC campaigns are audience segmentation and strategic targeting.
Ideas on how to capture and nurture the momentum a Search PPC campaign can put into motion by intensifying a prospect’s desire to engage further and eventually convert at the right moment.
Best practices to help you develop email campaign landing pages to drive recipients to explore specific sections of your website in depth — and spark them to begin a dialogue with your company.
Email best practices to encourage interaction with your sales funnel from the outset, retain your prospects during their discovery phases, and convert leads to inquiries.
Best practices and other ideas to help increase the open rates for your emails — in order to substantially increase the opportunities to tell your story, to attract recipients into your sales pipeline, and to start them on the road to a potential conversion.
Tactics for A/B testing your email campaigns, which allows you to hone your messaging to include the elements that are working best — in terms of boosting metrics such as open rates, responses, clickthroughs and conversions.
For strategic marketing, you need to develop a varied body of content that addresses all attention, interest, desire and action in order to take prospects down the path to conversion.
Best practices designed to get your messaging noticed, to help ensure your main selling points are understood, and to encourage further engagement.
Tips to help you balance the art and science of incorporating keywords into your page content, in order to create messaging that effectively communicates to your site visitors as well as search engines.
Ideas to immediately make your website content more SEO-focused. You can weave these into your workflow as you develop new content and hone existing pages for greater effect.
Ideas on how to keep your content alive and gathering eyeballs — long after its original publication on your website and initial postings via your social media channels.
Build your backlink profile with shareworthy content in order to boost its distribution and maximize its effect.
Strategic methods you can use to establish connections with like-minded marketers that can pay immediate dividends — and often lead to mutually beneficial relationships for the long term.
Here are some ideas for you can communicate more quickly, effectively and memorably in order to rise above the competition. These best practices will help you better connect with today’s visitors/prospects: people who are typically short on both time and patience — and inundated by a sea of competing options.
This third article in our three-part Webinar Success Essentials series looks at some post-webinar tasks you can perform to keep attendees engaged and even attract engagement from non-attendees.
This second article in our three-part Webinar Success Essentials series covers best practices used by experts during the lead-up to their webinars to attract the maximum number of registrants and attendees.
This first article in our three-part Webinar Success Essentials series covers the best practices that are being used to produce levels of engagement and impact — in order to generate substantial qualified leads and opportunities for conversion.
There are numerous effective ways to optimize your website that won’t require a herculean effort. Here are some website optimization best practices you can employ to grow and elevate their sales pipelines by leaps and bounds.
The complexity of your product and service should determine copy length. Though general marketing wisdom is that short copy is better than long-form copy, in some cases, longer messaging can lead to better conversion rates. Here are a few things to consider when deciding whether you need to keep it short or go long.
Here are some valuable best practices to follow in order to maximize your email campaign open and conversion rates in mobile devices.
Further both engagement and conversion by extending the utility and effect of your audience targeting efforts: retargeting to re-engage prospects and replicating successes via look-alike modeling.
To build an effective program for one-to-one marketing, factors that need to be looked at include customer intent, personal interests, past purchases and more. Fortunately, there is more relevant and powerful data for a marketer to mine than ever before. You just have to know where to look.
In the same way that effective SEO today is the result of providing helpful and relevant website content — to the right audience at the right place at the right time — similar practices are in order for effective social media messaging. Here are few thoughts on how to expand your online footprint and build your overall brand story, in ways that can significantly enhance SEO.
By integrating capabilities for prospect self-selection and/or dynamic targeting into your site, it’s possible to effect substantial increases in average session time, pages viewed per session, lead conversions and more.
Here are a few examples of how to use the power of testing to hone your value proposition while driving subscribership, response and conversions for your email marketing campaigns.
Even with the continued proliferation of new and expanding channels, a solid email marketing strategy — with an informative e-newsletter at its core — is still one of the most effective ways to drive the overall effort to heighten engagement and maximize conversions.
Optimize your messaging strategy to provide different content types -- each designed to align with the evolving mindset of a prospect in its own distinct way.
The way to maximize the effect and ROI of drip campaigns is by combining them with a data-driven behavioral marketing strategy that connects with targeted subgroups, personas — and even individual customers/prospects.
There are a number of simple audits and tweaks you can make at the root level of your site to help Google/web crawlers and live web-searching prospects alike to find your site.
While the digital marketing adage “content is king” still holds true, the key for an effective website today is to let SEO considerations take the initial lead — then empower them to serve as a functional foundation and content infrastructure that drives engagement and conversions.
A smartly strategized and executed email marketing program is still the most productive channel to drive website visits, heighten engagement and increase conversion rates.
With its one-size-fits-all messages, “buckshot” marketing was often an effective approach in the bygone days of mass-media domination.
Here are a few strategies that can help you establish the consistency and momentum needed to accelerate and maintain an effective content development effort.
For decades, the lead generation and management process has been typified by a method you might call The Big Handoff. Once the Marketing function hands off qualified leads to Sales, there is often no end-to-end method for tracking a prospect through the decision journey to ensure that: 1) the prospect feels his/her needs are truly being met; and 2) the prospect is getting the most relevant information, at the right times, to inform and nurture the decision.
A key e-commerce element to develop is a corollary program of triggered transactional emails — a valuable ally for building overall audience engagement and ongoing customer relationships.
LinkedIn has been slowly and strategically transformed itself into a go-to platform for business news. You can leverage a mix of sponsored LinkedIn updates and external social platform retargeting to draw visitors to your posts.
One of the most dangerous marketing mindsets has always been: "Because that’s the way we’ve done things." This is particularly true for email marketing.
Ever since the practice of SEO began to attain a higher level of sophistication, it has been imperative for websites to maintain a critical mass of relevant content. As Google’s ranking signals continue to expand and evolve, the freshness of your content has become just as important.
In the digital marketing arena, podcasting is hardly the new kid on the block. Yet it has grown by leaps and bounds in terms of audience and impact since the fall of 2014.
With its relatively short learning curve and user-friendly interface, the WordPress content management system (CMS) has become an invaluable tool for hands-on marketers in the small business space. The most important factor for driving engagement and conversions via WordPress is the ability to . . .
The age of high-speed digital communication has created a mindset of instant gratification unlike any previous time in human history. And within the past few years, the need for speed when it comes to webpage load time has become more acute than ever.
As opposed to the old-school approach of outbound “push” marketing, the art and science of inbound “pull” marketing is all about finding ways to attract and nurture the most appropriate prospects.
Getting your content marketing and SEO effort to drive substantial traffic to your site is certainly a major accomplishment. However, the real golden ticket lies in optimizing your landing pages to maximize conversion rates.
Many marketers still treat email marketing like a numbers game — blasting thousands of emails to a tout-le-monde type list. This approach is not only a waste of time and money. It can alienate valuable subscribers, who quickly tire of irrelevant content and offers. At best, they’ll start to ignore your emails. At worst, you’ll lose valuable subscribers who are never coming back.
Lead Optimization & Conversion: 4 of 4. The key to website improvement is to leverage data and analytics in your decision-making. This enables you to find and focus on optimization opportunities with the most potential to transform your lead/conversion funnels. Here are a few ideas to consider.
Lead Optimization & Conversion: 3 of 4. "Visitor intent" is a new buzzword for the time-proven value of getting to know your prospects. For all our gains in technology, there is nothing more powerful than augmenting hard data with human feedback. Here are a few suggestions.
Lead Optimization & Conversion: 2 of 4. Improve visitor engagement by troubleshooting pages with high exit rates, fine-tuning pages that generate the most desirable traffic and analyzing the behavior of your sales funnels.
Lead Optimization & Conversion:1 of 4. When developing your web strategy, ensure the your site is attracting visitors, prospects and followers who are truly in sync with your mission. Here are some key considerations.
Creating a High-Impact Content Marketing Strategy: 5 of 5 Retargeting is an effective digital marketing strategy for the challenge of staying connected to interested customers as they traverse the web. Present timely and relevant messaging to your site's visitors even when they are not on your site!
Creating a High-Impact Content Marketing Strategy: 4 of 5 Measurement is the only way to know if your content management strategy is actually working. And in light of the recent changes in Google’s search algorithms, the generic goal of simply driving people to your website is not a particularly valuable strategy.
Creating a High-Impact Content Marketing Strategy: 2 of 5 At the outset, the process of generating a steady stream of quality content can seem like a daunting task. Especially when many articles on content marketing suggest you need the equivalent of a small army to pull this off.
Creating a High-Impact Content Marketing Strategy: 1 of 5 Nowhere is the truism “plan your work, and work your plan” more valuable than in the discipline of content marketing. It is crucial to establish an overarching content management strategy upfront in terms of messaging and goals.
This article explores ways to optimize your calls to action to improve your website's lead generation capabilities.
Making Web Content More Salesworthy: 2 of 2 In our previous post, we talked a bit about content development techniques to help your messaging cut through the clutter — while striking a common chord with the people who are visiting your site.
Making Web Content More Salesworthy: 1 of 2 Any experienced online marketer knows that content is king. The fact is, this key philosophy for attracting inbound traffic and leads is also producing a lot of clutter for today’s over-communicated prospects. It’s a degree of clutter that makes it hard to get site visitors to pay attention to your company and message.
Heightening E-Commerce Success: 1 of 2 - The process of getting motivated customers to your site hasn’t gotten any easier. And once you’re over this initial hurdle, your site needs to be fine-tuned to make the path from browsing to buying as streamlined as possible.
If a picture is worth a thousand words, a video is worth a million, and if your web site has a few videos, how many of those millions of words are contributing to your site’s SEO? The sad answer for most content managers is “zero”.
The Business Side of Social Media: 1 of 2 - Over the past decade, social media has evolved from a novel marketing tactic to become a key contributor to business strategy. Still, many companies view social media as not quite worthy of a seat at the big-kids table, and are reluctant to dive in.
SEO Strategies for Secure Search: 1 of 4. Today’s intense emphasis on content marketing has caused a major sea change in the marketers think about and approach their websites. The escalation of secure search by Google is yet another game-changer, in terms of how marketers need to approach their SEO strategies.
Neptune recently migrated a large, multilingual, international web site to Amazon CloudFront. Charlie gives a few tips he picked up along the way.
YouTube is an excellent, free tool for giving your site video capabilities. Its administrative interface is a snap to use and standard features making uploading, hosting and presenting videos a very simple process.
This is the first of a series on the Open Source e-commerce software, Magento. Neptune has launched two major web sites using highly customized versions of Magento. This article explains how to get the Magento Full Page Cache (from Enterprise version) for the home page of your store/site.
There are two important standards which web developers and their clients in Massachusetts need to know about: Massachusetts 201 CMR 17.00 and PCI Compliance.
Social media is a powerful, cost-effective tool that should be used by small and mid-sized companies to grow their business. It is useful for engaging with customers in the more personalized space of Web 2.0 and building strong relationships while also increasing reach.
This article discusses tips and guidelines for developing email messaging and design that will appear consistent across multiple email clients and devices as well as get your messages past spam filters.
Some best practices to follow to create a positive and compelling user experience.
