We’re hunkered down against the April MN snow/hail storm-blizzard catching up on what’s new in digital marketing. Here’s what we’re reading while we wait for the storm to pass and the snow to melt:
Avoid the 8 most common pitfalls of automated bidding- we’ve never been huge fans of automated bidding, here’s how you can use it wisely: https://selnd.com/2Ubr92U
Are Dynamic Ad Varieties A Waste Of Your Time? https://selnd.com/2IgZM6e
Winning on Amazon: Here are 3 strategies that can help: https://mklnd.com/2Ks77BL
1,100+ Kids YouTube Channels to Exclude From Your Video Campaigns: http://bit.ly/2UcqoH5
Social Media – Facebook is taking transparency seriously. Here are some of their updates:
Facebook launches searchable transparency library of all active ads (including Donald Trumps election ads): https://tcrn.ch/2uVZ45M
Facebook shows users when a Custom Audience list was uploaded: https://mklnd.com/2Z53jtx
Facebook to replace Exclude Categories with new brand safety ad filters: https://mklnd.com/2Itk9MW
Remove, Reduce, Inform: FB’s New Steps to Manage Problematic Content on their platforms including Facebook/Instagram: http://bit.ly/2X5Sp58
Search Engine Optimization:
How to Approach Technical SEO in a New Light: http://bit.ly/2UudCsp
How To Boost the SEO of Your Organization’s LinkedIn Page: http://bit.ly/2USYKTK
Google Analytics – GTM – Data Studio:
Year In Review Template For Google Data Studio from our own DQ instructor Jeff Sauer of Jeffalytics: http://bit.ly/2VFadU3
How to calculate Conversion Rates in Google Data Studio: http://bit.ly/2UHpBlV
Here’s how to use Google Tag Manager’s new Trigger Groups – This update offers a new way to manage how often, and under what circumstances, a tag will fire in GTM: https://selnd.com/2UtgeXq
How to Export Data from Google Analytics and Search Console (without 3rd Party Software): http://bit.ly/2UthE4c
What else we’re reading:
How Technology is Hijacking Your Mind — from a Magician and Google Design Ethicist: http://bit.ly/2P7tBXG
Also, our spring digital marketing classes are starting in less then a week and there’s still time to save! Sign up today and get 10% off your registration with promo code SPRINGSAVINGS. Quick reminder ] that most of our classes will only be offered in spring 2019. Don’t miss out!
Search Engine Optimization (Spring 2019 only)
Learn how to optimize your website to get to the top of search engines organically.
April 17 & 24
Jeff Sauer’s Google Marketing Platform Series (Spring 2019 only)
Whether you’re new to Google Analytics or looking to dig deep into GTM or Data Studio, this will be Jeff’s only training session with us this year so be sure to join us!
Intro to Google Analytics – May 1
Google Tag Manager – May 8
Google Data Studio – May 15
Social Media Advertising
Learn how to create and optimize social media advertising campaigns on the platforms that will perform best for your company.
Apri 18 & 25
Google Ads (AdWords) Complete Series (Spring 2019 only)
From set-up to optimization plus all that’s new in AdWords (which is a lot), learn how to improve your ROI and get better results from your ads.
May 2, 9, & 16
If you’ve thought about learning new skills or refreshing your current digital marketingskills, spring 2019 is the time to do it!
Here’s a screenshot of where to enter promo code SPRINGSAVINGS.
The Age Discrimination in Employment Act of 1967 (ADEA) was passed to protect workers from ageism in the workplace. But, unfortunately, this type of discrimination still occurs within organizations and, possibly even more so, within hiring practices today. Why? Because hiring discrimination is difficult to prove.
So, how can you fight age discrimination before a hiring manager, recruiter, or HR professional dismisses your candidacy based on your age? Here are 8 ways to combat ageism in your job search:
1. Don’t Let Your Email Address Be The First Barrier.
It’s possible that, at some point in your life, you’ve created an email address using your birth year, graduation year, or some other significant date or year. Instead of using your firstname.lastname@example.org address when you’re on the job hunt, opt for a cleaner email@example.com address to utilize for professional purposes.
2. Dates of Graduation? Leave Them Off Your Resume.
There’s no need to share this information until it’s time for a background check. You’ve earned your degree (and maybe an even a higher level of education) so there’s no reason that the date of your graduation should hinder the possibility of you receiving an interview. The fix is simple – leave the dates of graduation off your resume.
3. Your Resume Is a Marketing Tool – Not An Autobiography.
This is where things can get tricky because you can’t skip the dates of employment on your resume – it would lead to all sorts of possible questions on the employer’s end. And, being that you have a lot of experience, you probably want to share it all with a potential employer. Here are some things you can do instead:
- Only focus on the last 10-15 years
- Showcase knowledge about the latest industry trends/topics
- List up-to-date certifications
- Demonstrate how you’ve become a leader in the space
4. Showcase Your Ability to Adapt.
5. Continue to Find New Ways to Grow & Develop.
6. Network, Network, Network!
7. Look for Opportunities Share Your Knowledge.
8. Believe Your Experience is an Advantage – Not a Liability.
This article comes from our friends at the marketing staffing firm Celarity. Go here to read the entire 8 tips and find out more about job searching and fighting ageism in the job-search environment.
Looking for more information on overcoming barriers to your job search? Check out the Celarity Blog’s Career Advice and Job Seeker categories!
To add more context to image results, Google will now display a caption with images in mobile Images search results.
Google Images search results continue to change and evolve and beginning today, Google Images results will now include captions for each image. This rollout is global and will be available for mobile browsers and the Google app (iOS and Android). The caption displayed with an image will be pulled from the title of the page that features the image.
As shown in the image below, the caption will be shown below the image and above the page URL.
Images from Google: without captions / with captions
From the Google announcement:
This extra piece of information gives you more context so you can easily find out what the image is about and whether the website would contain more relevant content for your needs.
When asked if these image titles might be rewritten by Google for display with images, a Google spokesperson said, “We use web titles right now, but we’re continually experimenting with ways to improve the experience.” I also asked if Google might at times use captions for the images from the publisher’s page instead of the title tag content and was advised, “Currently we use the web page’s title and nothing more.”
In discussing examples that, while they might be outliers, will likely exist, we inquired about relevancy between the page title tag and the image itself. I asked if quality issues (from the user perspective) arise from any disparity. I used a fictional example — say, there’s a page titled, “The best baby shoes ever” that includes pictures of baby shoes, but also a photo of the author’s Labrador retriever. A person searching “labrador retriever” and getting “The best baby shoes ever” title with the labrador image may assume there’s something wrong with the results.
In regard to this type of scenario, we asked whether any validation was being done between the evaluated content of the image and the content of the page title that would prevent the example above from being returned in a “labrador retriever” Google Images search. The spokesperson replied: “No changes to ranking for this launch. We already use a variety of signals from the landing page to help deliver the most relevant results possible for users.”
Again, this change is global, but only for mobile Google Images searches — via mobile browsers or the Google App. Read the full announcement here.
Digital Marketing Lunch Series-Free via Facebook Live – Fall 2017
Join us as we dig deep into Google AdWords, Google Analytics, and Digital Marketing Strategies via Facebook Live. Check in from home or office as Ted Kozlowski, President of DemandQuest and International Digital Marketing Speaker tackles current best practices in AdWords and Analytics.
Sept 14, 2018 – 12 pm Adwords Features + knowing which ones are worth implementing and trying out
Oct 12, 2018 – 12 pm Conversion Tracking & The failures of Google’s Attribution Modeling
Nov 9, 2018 – 12 pm Advanced remarketing – How to define audiences that actually care about your business
Register for free below and we’ll send you a reminder of the event and a link to our Facebook live page. All sessions will start at 12:00 pm and will be 25 minutes long with 15 minutes for Q & A.
A little more about your hosts:
- With nearly 25 years in the business of Creating Happy Careers, Celarity is still growing. As the longest-standing staffing agency focusing where marketing and creative meet technology, Celarity understands how best to serve the local community.
- The DemandQuest Marketing Institute is a Google Premier Partner and a school dedicated to marketing training and education. We pride ourselves on offering the most relevant, up-to-date information in a fun and casual environment. Our mission is to provide the planning, education, resources, and inspiration you need to gain control of your marketing and increase your sales
Google is rolling out Similar Audiences for Search and Shopping campaigns in AdWords. On Monday, May 1st, Google said:
“Remarketing lists for search ads (RLSA) help you reconnect with people who’ve been to your website before, but engaging both new and loyal customers is just as important to your business. Starting today, we’re rolling out similar audiences for Search and Shopping along with Customer Match for Shopping to help you use your own data to reach the right customer with the right message.” – Google Blog
Similar audiences will give advertisers the ability to target customers based on whether or not they’ve searched for the same things as previous site visitors. Not completely surprising but slightly mind-blowing, right? We’ve been using this for our clients for the past year and a half in a beta test and have found significant increases in CTR.
”Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences uses these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.”
Remarketing lists for search ads (RLSA) featuring similar audiences are then created and automatically updated in your campaign. Remarketing lists are eligible for expansion through similar audiences when certain requirements are met. These include having at least 1000 cookies, and enough recent visitors with similar search histories. These lists have already rolled out for a handful of companies in beta to test out the software and it’s working. According to Google’s blog, John Deere had a 300% increase in clickthrough rate and a 31% increase in conversion volume. It works so well for display, I don’t see how it wouldn’t work for search but will add updates as we implement these for our clients.
It works so well for display, and now we can we implement them across the board for our clients. Let us know how it goes for you. We’ll include similar audience lists strategy in our upcoming AdWords training. Check out Google’s Best Practices Guides in the meantime for optimizing your campaigns: https://support.google.com/adwords/answer/6154846 And as always, let us know if you have any questions!
Thanks to everyone who came to Demand Quest for our National Small Business Week 2017 free Google workshops and training to get you on the map! We had a great turnout and we shared a lot of important resources for small businesses to use in their digital marketing strategies. Here are some of our favorite local business resources from #NSBW #AllForSmallBiz:
Google Workshop Presentations:
Google Small Business Week Lessons: https://www.gybo.com/lessons
Google Business Listings: https://www.gybo.com/business
Google Small Business Channel on YouTube: https://www.youtube.com/user/GoogleBusiness
Intro to AdWords Video Series: http://bit.ly/2p967m6
Google My Business Video Series: http://bit.ly/2p0OLgj
Learn with Google Video Series: http://bit.ly/2p0HTQ4
Additional Online Tools:
The Ultimate List: 50 Online Local Business Directories: http://bit.ly/2pIZ8o6
Test My Site – Think with Google: http://bit.ly/2oYD7Cx
G Suite by Google: Great for setting up email, calendars, documents sharing and a lot more: https://gsuite.google.com/
Google Voice (for forwarding calls, etc.) https://voice.google.com
See the latest trends, data and visualizations from Google:
Google AdWords: adwords.google.com
Bing Advertising: http://advertise.bingads.microsoft.com/en-us/home
Yahoo! Advertising: http://advertising.yahoo.com/
One of the best websites for learning all of the details of AdWords is the AdWords learning center and you can visit that here:http://support.google.com/adwords/certification/bi...
Here’s the AdWords Keyword tool to help you generate keyword and ad group ideas:
Google Grants for Nonprofits: https://www.google.com/grants/
Also, if you’re sending ads to your website, you want to make sure that it is optimized to convert. Take a look at the website marketing grader tool here: http://marketing.grader.com
Social Media Advertising:
LinkedIn Advertising: http://www.linkedin.com/advertising
LinkedIn Blog for Tips: http://blog.linkedin.com/topic/linkedin-tips/
Facebook Advertising: https://www.facebook.com/advertising http://www.facebook.com/ad_guidelines.php
Facebook Graph Search: https://www.facebook.com/about/graphsearch
Twitter Advertising: https://business.twitter.com/start-advertisingUsef… Resources and Articles
Search & SEO:
· How Search Works (Walkthrough) – http://www.google.com/insidesearch/howsearchworks/...
· Beginner’s Guide to SEO (Moz) – http://moz.com/beginners-guide-to-seo
· Resources to Broaden Your SEO Knowledge (Moz) – http://moz.com/learn/seo
Thanks again to everyone who came to training. Best wishes on your digital marketing success!