Incredible news about the current trend in Google search, how to get done-for-you PPC bidding to maximize conversions, why most small businesses are wasting money on their Facebook presence – all the news fit to print – that’s what you’ll find in this issue of Stukent’s News You Can Use.
We’ve vetted the month’s top digital marketing stories. Don’t waste time trying to stumble upon the news… get it here!
1. YOU WON’T BELIEVE THIS STAT ABOUT IMAGE SEARCH
Topic: [highlight type=”dark”]SEO[/highlight]
Key Point: It’s an incredible claim, but Rand Fishkin (Moz) said it, so we’ll report it: One-third of ALL Google searches are now for images… AND 12.5% of the SERP show results from Image Pack!
Rand rightly surmises that – given those statistics – putting some effort into learning how to rank in Google searches for images is a really good idea. And if you or your client sell products that lean themselves to image marketing (interior decorators, unique products, kitchen remodeling, etc.), then image search SEO should definitely be part of your marketing strategy.
Get the scoop in this edition of Rand’s weekly talk: SEO for Photos and Graphics.
[line]2. GET YOUR PPC TACTICS FOCUSED WITH SMART BIDDING
Topic: [highlight type=”dark”]Online Advertising[/highlight]
Key Point: Google introduced a new Smart Bidding strategy that sets your auction bid to get the most conversions possible within your budget. It sounds a bit like PPC on autopilot. That’s a concept that worries some PPC practitioners but delights others.
The concept is called Maximize Conversions. It considers various contributing factors (OS, time of day, and others) to deliver “auction-time bidding.”
It’s a fascinating concept, for sure. To find out more, check out this Adwords article: Smart Bidding for Maximum Conversions.
[line]3. FACEBOOK IS GETTING BIG ATTENTION, BUT SMALL RESULTS FOR MANY
Topic: [highlight type=”dark”]Social Media Marketing[/highlight]
Key Point: It seems like every business owner we speak with is excited about Facebook (and rightfully so), but the statistics aren’t that rosy. A Manta survey found that only 24% of small businesses are realizing a positive ROI from their Facebook efforts.
Ouch.
The other side of the story is that most aren’t putting in the time necessary to get the returns they seek. Sounds like a perfect example of the law of sowing and reaping: if you don’t put in the work, you can’t expect to get the returns.
This Marketing Land article covers the survey well. The stats about objectives, publication frequency, and time invested are golden. Here’s that story: Facebook and ROI.
[line]4. GETTING EMAIL TEMPLATES RIGHT
Topic: [highlight type=”dark”]Email Marketing[/highlight]
Key Point: Email template design is a critical component in email marketing. Get it wrong, and your mail may not play well with the email clients used by your audience. Get it right, and you’re much better positioned for email success.
[line]5. HOW MANY KEYWORDS CAN ONE PAGE RANK FOR?
Topics: [highlight type=”dark”]SEO[/highlight]
Key Point: Every page should be focused on ONE keyword, right? That’s standard SEO advice. According to this intensive study by Ahrefs, though, the potential is much higher than that.
Ahrefs randomly chose 3 million search queries and evaluated the top-ranking pages to find out how many keywords (other than the primary) those pages were also showing up in the sacred SERP (search engine results page) Top 10.
We’re not going to spoil the surprise for you, but it’s almost certain to get your SEO brain working overtime. Here’s where to find out more: The Ahrefs Keyword Study.
[line]6. AD QUALITY: WHAT MATTERS AND WHAT DOESN’T MATTER
Topics: [highlight type=”dark”]Online Advertising[/highlight]
Key Point: Wise digital marketers know the value of time. The more you can use that most valuable of commodities to work on the things that matter most, the better results you’ll see.
The truth is, though, that most people don’t focus on first things first. They get hung up on the “urgent” matters or spend more time getting ready to work than actually completing the task at hand.
This AdWords article is a gem. It concisely spills the beans on which ad quality factors PPC managers should focus on and which they should ignore. Read it.
[line]7. HOW TO GET PLACEMENT IN THE FACEBOOK NEWS FEED
Topic: [highlight type=”dark”]Social Media Marketing | SEO[/highlight]
Key Point: Complaints about how tough it is to show up in the Facebook news feed have become so commonplace that they don’t even sound like complaints anymore. The idea that you have to pay Facebook for placement is pretty well an accepted fact by social media managers.
Social Media Examiner, though, says “Not so.” They claim to know how the secrets of the Facebook algorithm. Not only that, but they’ve freely passed that knowledge on to you, so your Facebook posts can get maximum news feed visibility.
Sounds too good to be true?
At Facebook’s recent F8 Summit, the Facebook News Feed VP broke it down for participants and let the cat out of the bag. Here’s where to scoop that invaluable information: Facebook Algorithm Demystified.
[line]8. THE FREE AND EASY WAY TO EVALUATE MARKETING EFFORTS
Topic: [highlight type=”dark”]Analytics[/highlight]
Key Point: Google Attribution is free and it’s powerful. Google says the tool will soon be even easier to use. This is news no digital marketer should miss.
Understanding the sales journey can be a complex and ruthless task. Google Attribution steps in with a simplified way to unify data, understand performance and take action on those results.
It even integrates with AdWords, Google Analytics, and DoubleClick Search.
Do you want to know more? We don’t blame you. Here’s where to begin: Hello Google Attribution.
[line]Congratulations! You’re all caught up on your digital marketing news and updates for the month! Tweet your excitement!
Stukent News You Can Use – Learn and Grow
For some digital marketing students, summer is the time for vacations and hanging out at the beach.
For others, summer means extra daylight for learning more, working harder, and getting further advanced in the world of digital marketing.
It’s your choice. We hope you can find time to do both.
