How to reverse-engineer your online advertising strategy

In PPC, we often talk about eye-catching ad copy — but columnist Jacob Baadsgaard suggests that, rather than focusing on different ways to catch your customer’s eye, advertisers should start by looking at what customers are already responding to. The post How to reverse-engineer your online…

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Happy 14th Birthday to @TopRank Online Marketing Blog

Happy 14th Blog Birthday TopRank Blog

Over the past 14 years this marketing blog has had numerous contributors, thousands of posts, hundreds of thousands of social shares and millions of views. To say blogging has had a positive impact on our business would be a gross understatement.

December 28 is our blog birthday and what started simply as an experimental way to share resources and develop writing skills has turned into one of our most effective recruiting, marketing and community engagement tools. That success is thanks to a team effort including Ashley Zeckman with 360 career posts, who has served as blog editor over the past 2 years, Josh Nite with 113 posts, Caitlin Burgess with 106 posts, Tiffani Allen with 90 posts and our newcomers Anne Leuman, Nick Nelson and Elizabeth Williams. Caitlin and Josh in particular have been the backbone of our great content week after weeK!

Additional kudos goes to Josh and Tiffani for shooting fun weekly Friday News roundup videos each and every week of 2017, which you can see at TopRank Marketing TV.

While I’ve authored over 2,500 career posts out of 4,098 total, I didn’t do much blogging in 2017. Our continued success would not have been possible this year without our TopRank Marketing team creating, contributing and helping to promote our blog. Most importantly, it would not have been possible without the support of our community, industry influencers, clients and new subscribers.

Some ask whether a blog counts as social media. I can say our blog is intimately tied to our social network activity and we continue to receive comments on posts. So yes, a blog is very much a part of social media. Content is the Kingdom after all and blog content makes up much of what people share on the social web. Companies like ours and our clients are also leveraging social networks to source content, so it’s a dynamic cycle of creation and collaboration. This is what enables a very small team of marketers to scale quality content in a way that is meaningful to customers.

Being meaningful and relevant is at the core of the purpose for this blog. Being findable, useful and actionable on marketing is the reason this blog exists. Some of our best hires have said they heard about TopRank Marketing because of our blog. Conference organizers have engaged me and other team members to speak at events because of our blog. Fortune 500 companies have reached out and engaged our agency because of our blog. A book publisher engaged me to write Optimize in part because of this blog. Numerous partnerships, and friendships have been instigated because of our blog. One of the most satisfying things to experience is when a successful marketing executive of business owner approaches me at an event or sends a card saying thank you for our blog content and sharing that the content we share here has been instrumental in their career.

To help celebrate our 14th Blog Birthday, Id like to share a list of this year’s contributors and their most popular posts.

Caitlin Burgess
Caitlin Burgess
– 20 Talented Brand Marketers to Follow on LinkedIn 4,900 shares

Ashley Zeckman
Ashley Zeckman
– 5 Digital Marketing Brain Training Exercises to Keep You Sharp 2,900 shares

Josh Nite
Josh Nite
– B2B Marketing: 20 Jokes Only a B2B Marketer Will Get 2,700 shares

Anne Leuman
Anne Leuman
 – How 7 Startups Skyrocketed to Success with Content Marketing 2,300 shares

Tiffani Allen
Tiffani Allen
 – Online Marketing News: Content for Millennials & Boomers, Top Data Trends & PPC for Research 1,200 shares

Nick Nelson
Nick Nelson
 – Digital Marketing Tools & Tactics: What the Trends Tell Us 1,200 shares

Alexis Hall
Alexis Hall
 – Everything You Need to Build a LinkedIn Marketing Tactical Plan 1,100 shares

Elizabeth Williams
Elizabeth Williams
 – Elevate your Marketing Career with One Simple Word: Strategy 737 shares

Amy Higgins
Amy Higgins
 – Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video 695 shares

Steve Slater
Steve Slater
 – How We’re Building a Digital Advertising & SEO Dream Team 683 shares

Debbie Friez
Debbie Friez
 – Break All the Social Rules: Advice from Spredfast VP of Strategy Spike Jones 544 shares

Lee Odden
Lee Odden
– New 2017 List: 50 Social Media Marketing Influencers 6,200 shares

The consistently awesome award goes to Josh Nite, who published 52 blog posts with an average of 936 shares each and a total of 48,653 shares across all of his posts in 2017!

The consistently popular award goes to Caitlin Burgess who published 49 blog posts and had the most popular post amongst our team for all of 2017!

Thank you to our team for your contributions in 2017!

Going forward into 2018, we’ll be taking much of Steve Rayson’s advice from his analysis and focus on fewer, but more in-depth posts. We’ll be publishing three times weekly instead of 5 during the first Quarter and see how our readers respond. While our editorial plan is very much driven by our own marketing objectives, performance analysis and understanding of customers, our community’s interests are also very important to us. What topics would you like us to cover in 2018? What formats are you most interested in? Who are your favorite writers here at Online Marketing Blog?

Thank you for reading and we wish you a happy and prosperous new year!

 


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© Online Marketing Blog – TopRank®, 2017. | Happy 14th Birthday to @TopRank Online Marketing Blog | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping

Understanding Machine Learning Infographic

Need help understanding Machine Learning? We now live in an age where machines can teach themselves without human intervention. Sound scary? It should. Scary amazing that is. Applications for machine learning extend from marketing to medicine to interstellar space travel. Find out what Machine Learning is, how it works, and how it will change the world.  Infographic.

Google’s New AI Is Better at Creating AI Than the Company’s Engineers. Google CEO Sundar Pichai says his team has achieved “AI inception” with AutoML. AutoML is an artificial intelligence that can assist in the creation of other AIs. By automating some of the complicated process, AutoML could make machine learning more accessible to non-experts. Futurism

Survey: 37% of online retailers started holiday preparations earlier this year. How early you ask? 1 to 4 months earlier than 2016 according to a survey by BigCommerce. Along with early, retailers are optimistic. 88% expect an increase in holiday revenue.  Marketing Land

Oh joy (sarcasm) Facebook is bringing paywalls to Instant Articles in your mobile feed. Since more people than ever before are getting their news from social media, it makes sense that Facebook wants to help publishers by introducing subscriptions for content on its platform. And it’s starting on mobile.  The Next Web

Digital Video Marketing Is A $ 135 Billion Industry In The U.S. Alone, Study Finds. Video capturing, creation, hosting, distribution, analytics and staffing is big business! In contrast, advertisers are expected to spend $ 83 billion on digital ads and $ 71 billion on TV commercials (a total of $ 154 billion) in the U.S. this year. Forbes

Businesses can now sign up to add booking buttons to their Google local results. Google has finally added a feature to let you easily add a ‘book online’ button to your local business on Google Maps or Google Search. Soon, some businesses might not even need a website. Search Engine Land

Snap is turning to programmatic ads for Snapchat shows. Advertisers can make programmatic buys on Snap Ads — 10-second vertical video units — across the app’s public user stories, Snapchat-curated live stories and Discover publisher channels and Snapchat shows. Digiday

News Banner

As Amazon Prime Hits 90 Million, Online Holiday Spending To Surpass Brick-And-Mortar. Deloitte predicts people will do 51% of their holiday spending online, making it the first time it may surpass in-store spending. Among high-income families that number jumps to 57%. Headed to the mall anyone? Pass. MediaPost

Facebook officially rolls out its discovery-focused ‘Explore Feed’. The Explore Feed is now fully rolled out on mobile and beginning to show for desktop users. In case you didn’t know, the Explore Feed is to help Facebook users discover more content across the social network, beyond posts from friends and Pages you already follow.  TechCrunch

Google Attribution Rolls Out To Thousands Of Marketers. Google is rolling out an attribution model it introduced in May, powering the platform with machine learning. Google Attribution is to help marketers analyze how top and middle funnel clicks and interactions impact conversions across channels. MediaPost

Facebook Is Testing a Pinterest-Like Feature Called Sets. Oh look, Facebook has taken a break from imitating Snapchat and LinkedIn to imitate Pinterest. Facebook is now testing Sets, Pinterest-like themed collections that include status updates, photos, videos and links, and that can be shared with all friends or specific friends. AdWeek

Snapchat dangles referral traffic with link sharing from other apps. This is such foreign territory for me, but go ahead, read on anyway: You now can share links from other apps via the iOS share sheet, allowing you to send a private message with the link to one or several people. And rather than just turning live location sharing on or off permanently, you now can opt to hide in “Ghost Mode” for 3 or 24 hours. TechCrunch

Pinterest moves into paid search: What you need to know.  Pinterest Ads Manager is now open to all businesses who have opened an account and uploaded at least one Pin. It’s time to fire up those experimental paid search budgets.  Search Engine Watch

The B2B CMO’s Growth Strategy Turns Audience-Centric Over Product-Centric. B2B CMOs around the world are focusing on new buyers and new markets over new offerings when it comes to their growth strategies, a new study from SiriusDecisions has found. An enhanced customer experience is seen to have the biggest influence on growth strategies in the next 2 years.  MarketingCharts

SMBMSP100
This morning I will be joining a sold out crowd to celebrate the 100th Social Media Breakfast Minneapolis St. Paul (SMBMSP #100) event. The plan is a panel with Greg Swan and Jennifer Kane moderated by Mykl Roventine. We’ll be talking about what has changed since the event started in 2008 (founded by Rick Mahn) and what lessons we’ve learned as well as thoughts looking forward. I have a feeling it will be a great collection of stories about successes, failures and the crazy world that social media has become.  If you’re reading this post early on Friday, you can follow the event from 8-10am CT on Twitter with the hashtag #smbmsp100

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


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TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping | http://www.toprankblog.com

The post Digital Marketing News: Pinterest PPC, Facebook Sets, Online Beats Offline Shopping appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Do iPhone Users Spend More Online Than Android Users?

Posted by MartyMeany

Apple has just launched their latest flagship phones to market and later this year they’ll release their uber-flagship: the iPhone X. The iPhone X is the most expensive iPhone yet, at a cool $ 999. With so many other smartphones on the market offering similar functionality, it begs the question: Do iPhone users simply spend more money than everyone else?

At Wolfgang Digital, we love a bit of data, so we’ve trawled through a massive dataset of 31 million iPhone and Android sessions to finally answer this question. Of course, we’ve got some actionable nuggets of digital marketing strategy at the end, too!

Why am I asking this question?

Way back when, before joining the online marketing world, I sold mobile phones. I couldn’t get my head around why people bought iPhones. They’re more expensive than their Android counterparts, which usually offer the same, if not increased, functionality (though you could argue the latter is subjective).

When I moved into the e-commerce department of the same phone retailer, my team would regularly grab a coffee and share little nuggets of interesting e-commerce trends we’d found. My personal favorite was a tale about Apple users spending more than desktop users. The story I read talked about how a hotel raised prices for people booking while using an Apple device. Even with the increased prices, conversion rates didn’t budge as the hotel raked in extra cash.

I’ve always said this story was anecdotal because I simply never saw the data to back it up. Still, it fascinated me.

Finding an answer

Fast forward a few years and I’m sitting in Wolfgang Digital behind the huge dataset that powered our 2017 E-Commerce Benchmark KPI Study. It occurred to me that this data could answer some of the great online questions I’d heard over the years. What better place to start than that tale of Apple users spending more money online than others?

The online world has changed a little since I first asked myself this question, so let’s take a fresh 2017 approach.

Do iPhone users spend more than Android users?

When this hypothesis first appeared, people were comparing Mac desktop users and PC desktop users, but the game has changed since then. To give the hypothesis a fresh 2017 look, we’re going to ask whether iPhone users spend more than Android users. Looking through the 31 million sessions on both iOS and Android operating systems, then filtering the data by mobile, it didn’t take long to find the the answer to this question that had followed me around for years. The results were astonishing:

On average, Android users spend $ 11.54 per transaction. iPhone users, on the other hand, spend a whopping $ 32.94 per transaction. That means iPhone users will spend almost three times as much as Android users when visiting an e-commerce site.

Slightly smug that I’ve finally answered my question, how do we turn this from being an interesting nugget of information to an actionable insight?

What does this mean for digital marketers?

As soon as you read about iPhone users spending three times more than Android users, I’m sure you started thinking about targeting users specifically based on their operating system. If iOS users are spending more money than their Android counterparts, doesn’t it make sense to shift your spend and targeting towards iOS users?

You’re right. In both Facebook and AdWords, you can use this information to your advantage.

Targeting operating systems within Facebook

Of the “big two” ad platforms, Facebook offers the most direct form of operating system targeting. When creating your ads, Facebook’s Ad Manager will give you the option to target “All Mobile Devices,” “iOS Devices Only,” or “Android Devices Only.” These options mean you can target those high average order value-generating iPhone users.

Targeting operating systems within AdWords

AdWords will allow you to target operating systems for both Display Campaigns and Video Campaigns. When it comes to Search, you can’t target a specific operating system. You can, however, create an OS-based audience using Google Analytics. Once this audience is built, you can remarket to an iOS audience with “iPhone”-oriented ad texts. Speaking at Wolfgang Essentials this year, Wil Reynolds showed clips of people talking through their decision to click in SERPs. It’s incredible to see people skipping over year-old content before clicking an article that mentions “iPhone.” Why? Because that user has an iPhone. That’s the power of relevancy.

You’ll also be able to optimize and personalize your bids in Search, safe in the knowledge that iPhone users are more likely to spend big than Android users.

There you have it. Don’t let those mad stories you hear pass you by. You might just learn something!

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New goodies for online retailers at SMX East

If you’re an online retailer, you’re already ramping up for the busy holiday season ahead. The good news is that Google has rolled out several new features to AdWords to help with your shopping campaigns. As reported by Ginny Marvin on Search Engine Land, the new AdWords features…

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Meet the fake news of the online marketing world (that Google loves!): Review sites

Move over, fake news. Columnist David Rodnitzky takes a look at fake facts about online marketing vendors and why Google’s SEO algorithm isn’t separating the fake review sites from the real ones. The post Meet the fake news of the online marketing world (that Google loves!): Review sites appeared…

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Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing