Search Engine Marketing, also referred to as SEM, is one of the most effective ways to promote your product or service offering and grow your business in an increasingly competitive marketplace. There are many ways you can use the new algorithmic features of platforms to leverage the impact of these digital ads. And, the immediate benefit is measurable. Not only can you put your ad directly where people are looking, but you can quantify its traction and value in real time. However, with numerous businesses competing for the same attention, running these campaigns requires meticulous attention to detail and the right strategy to help you deliver a positive Return on Ad Spend (ROAS) and Return on Investment (ROI)
In this Master Class, Ariel will share insights into how to leverage these features by drilling deeper into the following topics
• Contrasting SEO and PPC, when and how to invest in each.
• PPC as a marketing research tool, exploring match types and impression shares
• Scaling issues with PPC, can we get more of the same quality traffic?
• Manual vs algorithmic pricing
• The rise of Audience adjustments
• Feed based remarketing and shopping
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
Audience Clusters & Intent Analytics using OhanaQBOhana Media
This presentation talks about the benefits of creating an Audience Cloud & Audience Clusters within it - in order to understand your audience better and run campaigns tuned to what you know about your audience.
Search Engine Marketing, also referred to as SEM, is one of the most effective ways to promote your product or service offering and grow your business in an increasingly competitive marketplace. There are many ways you can use the new algorithmic features of platforms to leverage the impact of these digital ads. And, the immediate benefit is measurable. Not only can you put your ad directly where people are looking, but you can quantify its traction and value in real time. However, with numerous businesses competing for the same attention, running these campaigns requires meticulous attention to detail and the right strategy to help you deliver a positive Return on Ad Spend (ROAS) and Return on Investment (ROI)
In this Master Class, Ariel will share insights into how to leverage these features by drilling deeper into the following topics
• Contrasting SEO and PPC, when and how to invest in each.
• PPC as a marketing research tool, exploring match types and impression shares
• Scaling issues with PPC, can we get more of the same quality traffic?
• Manual vs algorithmic pricing
• The rise of Audience adjustments
• Feed based remarketing and shopping
LSA Bootcamp Charlotte: Beyond SEO - Paid Search Best Practices (Google)Localogy
This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.
Audience Clusters & Intent Analytics using OhanaQBOhana Media
This presentation talks about the benefits of creating an Audience Cloud & Audience Clusters within it - in order to understand your audience better and run campaigns tuned to what you know about your audience.
This is a brief overview of what effective digital media should be. It was designed to prompt my discussion points, not be a reference guide (so it is intentionally brief). I also had to remove the internal case studies that illustrated confidential data (sorry). At a high level, it does cover the basics of what one should focus on when managing digital content. The target audience was internal to the company that I work for, and they are not advanced in digital media.
Enjoy.
Using Google Analytics To Market Your Software IdeaPierre DeBois
A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.
Real-Time Personalization in Action (Alvin Glay)Monetate
Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
Seamless Search is the only search management platform that enables you to manage paid and organic search holistically.
- No more worrying whether you should pay to appear for keywords that you already hold a high organic position for.
- Know exactly how your paid cannibalizes your organic search and vice versa.
- Finally understand the value in paying for brand and brand generic terms.
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.
This is a brief overview of what effective digital media should be. It was designed to prompt my discussion points, not be a reference guide (so it is intentionally brief). I also had to remove the internal case studies that illustrated confidential data (sorry). At a high level, it does cover the basics of what one should focus on when managing digital content. The target audience was internal to the company that I work for, and they are not advanced in digital media.
Enjoy.
Using Google Analytics To Market Your Software IdeaPierre DeBois
A starter presentation from my session for Nebraska.Code 2018 explaining how to use reporting in Google Analytics to understand how to attract your intended audience and monitor conversion activity at your website.
Real-Time Personalization in Action (Alvin Glay)Monetate
Focusing on targeting customers in a near instantaneous manner and using specific data points to personalize messages and product offerings across all channels and devices is crucial to success. The pace of technological change is shifting customer expectations, both consciously and subconsciously, and marketing in real time not only creates a truly relevant customer experience, but also differentiates your company from the rest. Here Verizon’s Alvin Glay explains how the telecom giant has used real-time marketing to make its customer experience more personalized, relevant, and ultimately, more profitable.
Postup - Growing Revenue with Content Walls, Registration and NewslettersMediaPost
In this presentation, Tony D'Anna from PostUp will unpack the strategy of paywalls, showing how to move beyond a one-size fits approach, and the strategic role of email signup in driving premium subscriptions and user lifetime value.
Seamless Search is the only search management platform that enables you to manage paid and organic search holistically.
- No more worrying whether you should pay to appear for keywords that you already hold a high organic position for.
- Know exactly how your paid cannibalizes your organic search and vice versa.
- Finally understand the value in paying for brand and brand generic terms.
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
Audience behavior informed marketing creates better results – and ROI for your marketing spend. In this session, AI experts Faraday discuss how to use predictive marketing to get in front of your ideal customer.
A cookieless world — What will this major shakeup do for your business or clients? What impact will this hit to digital advertising have on lead quality from your paid marketing campaigns? The elimination of third-party cookies means Google will become even more of a walled garden. How will you adapt to overcome this change? Register for this webinar to learn how savvy marketers can utilize improved paid search techniques to benefit from the first-mover’s advantage. In this webinar, you’ll learn:
-What we know so far about the imminent cookieless future.
-First-mover advantages, opportunities, and challenges facing search marketers.
-Strategies to future-proof and win in this new normal.
Join us if you want to succeed beyond the cookie and learn new strategies to drive performance and quality acquisitions. Sreekant Lanka, SVP of Digital Solutions at iQuanti, shares data-backed tips and techniques to leverage paid search beyond the bottom of the funnel.
Do More with Less: Navigating Customer Acquisition Challenges for Today's Ent...Search Engine Journal
In today's rapidly evolving digital landscape, businesses face unique challenges in acquiring customers and expanding their digital footprint. From limited resources and intense competition to lack of insights, navigating this terrain requires innovative acquisition strategies.
Check out this exclusive webinar, where we will delve into a two-pronged strategy of driving campaign efficiencies while laying the foundation for long-term success.
You’ll learn expert tips for:
- Driving efficiency in paid media campaigns.
- Working towards long-term success.
- Leveraging cross-channel strategies.
Integrating CRO with Paid channels to deliver optimum results.
With Tim Murphy and Susovan Ray, we’ll explore a scalable and sustainable acquisition framework to support long-term growth objectives.
Whether you're a marketing leader seeking practical strategies or a performance marketer looking to enhance your company's digital presence, this webinar will equip you with insights needed to break through barriers and achieve success in digital acquisition.
RCI is the leader in vacation exchange, offering the world’s largest vacation exchange network and providing first-to-market innovations, and unrivaled products and services to enhance the vacation ownership experience.
Gocella Intent Based Mobile Plus Marketing
Gocella IP.x -
• Find your active buyers as they research the web
• Better understand your prospect’s “digital buyer journey”
• Accelerate decision making and project prioritization
• Optimize your content and buyer engagement efforts
Learn how to effectively run a pay per click advertising campaign with this deck. Larry Kim of Wordstream covers the Fundamentals of Pay-Per-Click Marketing, including Google AdWords, how search engines determine ad placements, how to conduct keyword research, and developing an SEM strategy..
Learn Powerful PPC Tactics that Get You Leads
In this presentation, you will learn in detail, 10 tactics you can use to craft a winning PPC strategy that gets results!
Tactic #1: Remarketing
Tactic #2: Provide Opportunities for Soft Conversions
Tactic #3: Attribution Modeling
Tactic #4: Measuring Phone Call Conversions
Tactic #5: Interaction Mining
Tactic #6: Targeting Local Customers Everywhere
Tactic #7: Bid Modifiers
Tactic #8: Device Segmentation
Tactic #9: AdWords Shared Library
Tactic #10: User Engagement Optimization
aol mail change password~@~ aol mail settings problems with aol mailjeetendraweb
aol mail change password~@~ aol mail settings problems with aol mail
Your AOL password should be like a fingerprint – uniquely yours. It protects your AOL account from unauthorized access and is your secret identity for signing on to the AOL software or any AOL service, such as AOL Mail or AIM.
This case study is designed to illustrate that we can scale campaigns based on budget. Whether we run 200,000 impressions or 2 million, we can illustrate an ROI with our match back analysis
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
2. • Retargeting – Based on a past
site visit.
• Behavioral Targeting - Based
on something web users have
done online.
• Audience Segmentation –
Based on demography of the
sites people visit.
• Geo-Targeting – Based on zip
code demography.
• PPC – Based on search terms.
Other Forms of Targeting
3. • Patent-pending technology
to target ads at a household
level based on IP address
• More accurate targeting =
less waste and higher ROI
Solution
• Have access to 30-50
billion ad impressions per
day from > 1MM sites
• Enhanced privacy for web
users over contemporary
solutions
7. Targeting Tradeshows and
High-Value Buildings
• Target tradeshow /
conference attendees in
their hotels or on the
convention floor.
• Target legislators at the
Statehouse or the
Whitehouse.
12. Match-Back w/ Other Ad Campaigns
Match-Back w/ Direct Mail
Sample Reports
Control Group Targets Total
7206 3083 10289
Percent 70.04% 29.96% 100.00%
Sales 6 4 10
Match Rate 0.083260% 0.12974% 0.0972%
Improvement 55.82%
13. Keys to a Successful Campaign
1. Use the best list possible.
Current / Past Customers
1. Pre-Qualified Prospects
2. Look-a-Like Modeled.
2. Have ads that resonate with the audience.
3. Special offer / strong call-to-action to get their attention.
4. Test different ad messages to determine which one will
get the best response rate.
5. Simple conversion process to sales / sign-up’s.
Great
Campaign!
Great
Ads
Great
Targeting
Great
List
Bad
Campaign!
Poor Ads
Great
Targeting
Poor List
15. Case Study Regional Home
Furnishing
Produced 320% ROI by Targeting the Client’s CRM
Data
Upon completion of the ad serving, El Toro worked with the
customer to preform a differential match-back. This process
compares the households that we targeted with household that we
did not target, allowing us to determine the effectiveness of this
advertising when other ad campaigns are present. Prospects we
targeted were 14% more likely to purchase and on average spent 4%
more on their purchases.
We built a one month IP Targeting Campaign to target past customers
at one of their retail locations, these customers home addresses were
provided from their CRM system. The campaign was centered
around providing a time-limited discount (via a printable coupon). Or
internal Analytics and Google Analytics were used to track campaign
performance.
After completing a discovery process with the client, we decided to
launch an IP Targeting campaign that would complement other
ongoing advertising efforts.
Our client, a regional provider of home furnishings had an extensive
list of past purchasers, but lacked a cost effective way to market to
them.
16. Case Study Entertainment
Produced 300% Increase in CTR and Record Ticket
Sales
Upon completion of the ad serving, We worked with the customer
to help analyze the results. CTR increased 300% over other digital;
campaigns and they sold a record number of pre-sale tickets.
We built a one month IP Targeting Campaign to provide special ticket
offers on regional college campuses. The campaign was centered
around providing a time-limited discount . Our anternal analytics and
Google Analytics were used to track campaign performance.
After completing a discovery process with the client, we decided to
launch an IP Targeting campaign that would target campuses around
their upcoming music festival
Our client, a regional music festival wanted a highly targeted way to
reach college students on campus.