Resist Putting Your Digital Ads on Cruise Control

Everyone gets busy and one of the great things about technology is that it can automate a lot of things. Here are some great examples of automation:

  • The Nest thermostat.
  • Home automation, setting up your lights to automatically come on at night or when you are away.
  • Making your morning coffee. I need this one!

In marketing there are a lot of great automations examples as well:

  • Reporting, so you don’t have to spend hours pulling data and can concentrate on analysis.
  • Email campaigns. Campaigns that start when someone on your site fills out a form. So you don’t have to start a new campaign each time someone signs up.
  • Even automated bidding for digital campaigns is very helpful. This way your bids are automatically optimized so you don’t have to spend hours checking and rechecking them.

Today I was reminded that there are definitely things as marketers we need to remember to not set on cruise control. Automation ok, but you can’t just set it and forget it. Check out the ad from Volkswagen I saw on LinkedIn.

VW ad on cruise control - from 2017

See anything strange?

How about,

“It says you’ve arrived. Ahead of schedule.”

Um “The 2017 Volkswagen Jetta”????  And the ad simply goes to new cars. It’s May 2018!

This is a great example of automation taken too far. Clearly they have not looked at their campaign very closely since the beginning of the year. How do you think it is performing?

To have a successful digital campaigns on any platform you should monitoring them regularly for the following aspects of their performance:

  • Let’s get the first one out of the way. Regular audits of the message.
  • Does the message resonate with your audience?
  • Is it timely? In this case, an obvious no.
  • How’s the visibility? Is it still getting impression?
  • Are people engaging with  the ad?
  • Are your bids still acceptable? Has the ad seen an increase in cost per click for some reason?

Without monitoring these basic aspects you can end up with ads that don’t make sense and are largely ineffective, cost you more than they should, or even worse they could make you look silly.

Moral is automate when it makes sense, but don’t let it your ads go on cruise control!

Broad Match Keyword – Online Marketing Term of the Week

Broad Match Keyword

  1. A paid search keyword matching option in which an advertisement is displayed for all search queries that include a given keyword or phrase: in any order, with or without additional words. Keyword variants, synonyms and plurals are also included in broad match.
  2. Example: The broad match keyword: staffing marketing would trigger an ad if a user searched for any of the following.
    1. paid search keywordsmarketing for staffing agencies
    2. marketing a staffing company is hard
    3. marketing plans for the staffing industry
    4. As well as: staffing for marketing agencies

 

 

The Mantra of Digital Marketing: Be of Value!

Strive to be of value albert einstien

 

Some great words of wisdom from Albert Einstein. This is something that directly applies to Digital Marketing. “Strive not to be a success, but rather to be of value.” The key here is “To be of VALUE.” By creating something of value, success will follow.

Here are 3 things to think about when creating content:

  1. Is it valuable to someone? (other than yourself)
  2. What am I providing that is unique?
  3. Is it timely information?

Algorithm – Online Marketing Term of the Week

SEO algorithm diagramAlgorithm

  1. A process or set of rules to be followed in calculations or other problem-solving operations, especially by a computer.
  2. In SEO, the formula that search engines use to determine the ranking of websites on their results pages.

A/B Testing – Online Marketing Term of the Week

A-B TestingA/B Testing

  1. Or A/B Testing is a method of comparing the performance of two sponsored listings, landing pages or other promotional content.
  2. A controlled experiment containing 2 variants, A and B, one as a control and one as a test.  The goal is to identify changes that increase or maximize a set outcome: I.e. clicks, conversions, etc.

ALT Tags – Online Marketing Term of the Week

alt tags used to identify images on a websiteALT Tags

  • Or ALTernative Text Tags are HTML Tags that describe an image on a website.
  • Search engines cannot understand images or text within images, so by added an ALT Tag, search engines are able to categorize them to help searchers find relevant images.
  • If a browser is unable to display an image for any reason the it will typically show the ALT Tags.
  • They are also useful for blind website visitors.

 

Blog – Online Marketing Term of the Week

Blog

noun:

  • Definition of BlogA website or web page where an individual or individuals record opinions, updates, news and other timely information.

verb:

  • To add new material, news updates and/or other information to a webpage or blog.

 

Black Hat SEO – Online Marketing Term of the Week

Black Hat SEO

  • black hat seo The use of unaccepted or frowned upon SEO practices in order to get higher rankings and more traffic.
  • Use at the risk of being dropped from the engines or at least being removed from high rankings.
  • Anytime you are doing anything to try to trick the search engines to rank your site. It’s a slippery slope!

 

White Hat SEO – Online Marketing Term of the Week

White Hat SEO

  • The use of accepted SEO practices in order to get higher rankings, more traffic, etc.
  • With the evolution of search engines this come to mean focusing more on the content and understanding why people search rather then focusing on the search engines.

white hat seo

SEO – Online Marketing Term of the Week

SEO

  • Search Engine Optimization.
  • The act of modifying a web site to affect the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic”) search results.
  • A process of helping people and companies get found online

SEO - Search Engine Optimization