Ad waste is a problem that’s been plaguing the digital marketing world since the beginning of time. Every day B2B marketers spend thousands of dollars to show ads to the wrong companies, only to see lackluster ad campaigns with high costs and low conversion rates.
This presentation will show you how to optimize your Google retargeting ads with the right keywords so you can stop paying for low intent keyword campaigns. In addition, we’ll show you how to make your retargeting ads dynamic to win more ad placements for the accounts that really matter and stop bidding on ad placements of out-of-market buyers.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/kickfire-for-google?pmc=LI-SS
What Happened to Network Domain & Service Provider in Google Analytics?Angela Hawker
Google Analytics stopped providing Network Domain and Service Provider data, which previously enabled marketers to segment website visitors by filtering out traffic from bots, spam, and internal sources, and build audiences for remarketing ad campaigns.
For companies that relied on this data, there is an alternative for more accurate account-level data to track, identify, and retarget the companies visiting your website, and much more.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/google-deprecation?pmc=LI-SS
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
Engagement 2.0 New Mindset For B2 B Marketers OmsSilverpop
Adam Needles, SIlverpop presentation from the OMS Roadshow events in Portland and Seattle - discussing a new mindset that B2B marketers need to embrace. B2B marketers need focus on engaging in dialog with prospects, focusing on nurturing leads with content and conversation until they become sales-ready leads.
Using marketing analytic s to make the right decisions.fastmailsender
You need not pay attention to every single like and share, but it is important to know where your audience is coming from whether the network is leading to website visitors and especially buyers, the demographic breakdown of customers who found your website through social media, etc.
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
What Happened to Network Domain & Service Provider in Google Analytics?Angela Hawker
Google Analytics stopped providing Network Domain and Service Provider data, which previously enabled marketers to segment website visitors by filtering out traffic from bots, spam, and internal sources, and build audiences for remarketing ad campaigns.
For companies that relied on this data, there is an alternative for more accurate account-level data to track, identify, and retarget the companies visiting your website, and much more.
Links mentioned in this presentation:
KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o
5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics
Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it
Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation
Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics
Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics
Get started at https://www.kickfire.com/google-deprecation?pmc=LI-SS
The PPC Essentials for Successful Lead Generation - Hero Conf Philly 2016AdStage
This session will walk through PPC strategies for driving new leads, including types of content, channels, and ad targeting strategies. Learn how to design and optimize for conversion by examining examples of ads and lead generation strategies for your landing pages. Additionally, you'll discover the importance of and tactics for conversion tracking. In this session, you'll learn:
- PPC must-haves for lead generation
- Landing page design and optimization
- How to implement conversion tracking
Speaker:
Sahil Jain
CEO, AdStage
@Sahilio
Engagement 2.0 New Mindset For B2 B Marketers OmsSilverpop
Adam Needles, SIlverpop presentation from the OMS Roadshow events in Portland and Seattle - discussing a new mindset that B2B marketers need to embrace. B2B marketers need focus on engaging in dialog with prospects, focusing on nurturing leads with content and conversation until they become sales-ready leads.
Using marketing analytic s to make the right decisions.fastmailsender
You need not pay attention to every single like and share, but it is important to know where your audience is coming from whether the network is leading to website visitors and especially buyers, the demographic breakdown of customers who found your website through social media, etc.
What’s great about PPC is that you only pay when someone clicks on your ad. The bad news is that you are paying for every click, and this can get expensive — scary-expensive!
Check out these webinar slides as we share 13 Scary-Good Ways to Lower Your Cost Per Click in Google & Facebook Ads. You’ll learn:
- Average CPCs in 2021 for the top five PPC platforms.
- 13 platform-specific tips to lower your CPC.
- The one mistake you should avoid with CPCs.
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Instagram Influencer Marketing: Magnify Reach & Multiply Ad RevenueTinuiti
Why care about influencer marketing? Properly constructed Instagram influencer marketing campaigns help to expand your reach and drive more sales. The struggle for many businesses comes from the back-end work that goes into setting up an Instagram influencer marketing strategy. We’re here to help.
Topics Discussed:
Unpacking who your audience is and how to find them
Micro vs Macro-influencers, what makes sense for you?
Locating influencers that resonate with your target audience
How to execute an Instagram influencer marketing campaign
Tracking the success of your campaigns
Don’t Miss Out—we brought in an expert on Instagram influencer marketing, Klear’s Rafi Offenbacher, to discuss how to find success incorporating influencer marketing into your current marketing strategy.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
Webinar 2009 Service and Support Metrics Survey Results: A Look Behind the Sc...Parature, from Microsoft
As a service and support professional, you hear a lot about best practices in the support center. But what is really happening behind the scenes in today's service center? To find out, Parature and SupportIndustry.com conducted the 2009 Service & Support Metrics Survey. Respondents shared valuable data on metrics directly related to running their support operations, as well as providing humorous insights about some of their most challenging customer interactions.
In this webinar, narrated with industry insight and analysis, Pete McGarahan of McGarahan and Associates, and Gary McNeil, VP of Marketing for Parature will deliver the results of the survey with practical advice and a recommended course of action for all support centers. Attendees will be able to benchmark their own organization's performance against what others are doing today. All participants will also receive a full copy of the survey results.
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
When it comes to Google Ads, effective paid search management is essential. Negative keywords help you fine-tune the keywords in your campaign to maximize ad relevance, fully optimize your ad, and therefore, boost your return on investment (ROI).
Crushing Your Amazon Competition: Analysis, Opportunity Gaps, and BenchmarkingTinuiti
In this webinar, we team up with ecommerce insights platform Profitero to discuss how to use this underutilized data to make the kinds of decisions about your business that will actually improve performance.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Creating Long-Term Value via Influencer MarketingTinuiti
Influencer marketing is quickly becoming a channel that’s part of all comprehensive marketing strategies. So, what’s missing from this relatively, but incredibly exciting new channel? How to track and manage influencer campaigns, and scale!
It’s no question, finding the most profitable ecommerce buyer traffic on Facebook can be frustrating. Different shoppers have different needs & respond better to different advertising messages. But with Facebook’s audience targeting capabilities, you can attract highly targeted shoppers, regain lost customers & sell upgrades/new products to existing customers.
In this webinar, our experts discuss the next frontier of paid search strategy, which involves leveraging machine learning automation to optimize your campaigns, no matter if they are new activations, or restructuring campaigns based on historic performance.
Product Marketing by Numbers - Objectives, Goals and KPI frameworksJono Alderson
Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.
But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.
I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
When Abandoning Best Practices is the Right Thing To DoHanapin Marketing
We create best practices around what works for most accounts. However, there are times you should abandon best practices. You might due this due to resource constraints, simplifying complex problems, or just failures of a best practice to account for your specific situation. In this presentation, you will look at some bidding and attribution management scenarios where abandoning best practices improved the account’s performance.
With Google Ads, it is possible to build campaigns whose return on investment is measurable and whose terms are adaptable in real time. What's new in AdWords? How to build your strategy? What are the necessary means?
- Know how to evaluate the opportunities presented by Google Ads
- Understand how Google Ads work
- Discover concrete examples of successful projects in SEA
- Learn how to spread an Adwords budget
Ecommerce and Digital Marketing PersonalizationFabiana Pereira
- Setup required for personalized communication and customer-centric insights
- Core ecommerce governance
- Core ecommerce functions
- Digital marketing initiatives and KPIs
- Suggested initiatives per target goal
- Personalization use cases
- Top automated behavior-driven digital marketing paths
- Top customer segmentations
- Segmentation uses by channel
- Data required for personalization
- Customer 360 data warehouse specifications
- Start and target tech environment
Instagram Influencer Marketing: Magnify Reach & Multiply Ad RevenueTinuiti
Why care about influencer marketing? Properly constructed Instagram influencer marketing campaigns help to expand your reach and drive more sales. The struggle for many businesses comes from the back-end work that goes into setting up an Instagram influencer marketing strategy. We’re here to help.
Topics Discussed:
Unpacking who your audience is and how to find them
Micro vs Macro-influencers, what makes sense for you?
Locating influencers that resonate with your target audience
How to execute an Instagram influencer marketing campaign
Tracking the success of your campaigns
Don’t Miss Out—we brought in an expert on Instagram influencer marketing, Klear’s Rafi Offenbacher, to discuss how to find success incorporating influencer marketing into your current marketing strategy.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
Webinar 2009 Service and Support Metrics Survey Results: A Look Behind the Sc...Parature, from Microsoft
As a service and support professional, you hear a lot about best practices in the support center. But what is really happening behind the scenes in today's service center? To find out, Parature and SupportIndustry.com conducted the 2009 Service & Support Metrics Survey. Respondents shared valuable data on metrics directly related to running their support operations, as well as providing humorous insights about some of their most challenging customer interactions.
In this webinar, narrated with industry insight and analysis, Pete McGarahan of McGarahan and Associates, and Gary McNeil, VP of Marketing for Parature will deliver the results of the survey with practical advice and a recommended course of action for all support centers. Attendees will be able to benchmark their own organization's performance against what others are doing today. All participants will also receive a full copy of the survey results.
Every day, people watch 5 BILLION videos on YouTube.
With so much viewership, advertising on YouTube should be a no-brainer to reach new customers. But with the platform’s competitive landscape, how do you make your ads “unskippable”?
Check out this webinar to learn the secrets for compelling video ads that will captivate and convert your audience. You’ll also learn:
- How to build a strong affinity for your brand.
- How to create content that spreads brand awareness.
- How to generate more top-of-funnel leads.
When it comes to Google Ads, effective paid search management is essential. Negative keywords help you fine-tune the keywords in your campaign to maximize ad relevance, fully optimize your ad, and therefore, boost your return on investment (ROI).
Crushing Your Amazon Competition: Analysis, Opportunity Gaps, and BenchmarkingTinuiti
In this webinar, we team up with ecommerce insights platform Profitero to discuss how to use this underutilized data to make the kinds of decisions about your business that will actually improve performance.
Developing the digital Strategy
Developing the right campaigns and winning offers
Brainstorming content marketing by segments
Distributing the content to attract an audience (SEO, paid traffic, social media)
Marketing through email
Annual digital budget
Marketing KPIs
Creating Long-Term Value via Influencer MarketingTinuiti
Influencer marketing is quickly becoming a channel that’s part of all comprehensive marketing strategies. So, what’s missing from this relatively, but incredibly exciting new channel? How to track and manage influencer campaigns, and scale!
It’s no question, finding the most profitable ecommerce buyer traffic on Facebook can be frustrating. Different shoppers have different needs & respond better to different advertising messages. But with Facebook’s audience targeting capabilities, you can attract highly targeted shoppers, regain lost customers & sell upgrades/new products to existing customers.
In this webinar, our experts discuss the next frontier of paid search strategy, which involves leveraging machine learning automation to optimize your campaigns, no matter if they are new activations, or restructuring campaigns based on historic performance.
Product Marketing by Numbers - Objectives, Goals and KPI frameworksJono Alderson
Product management should be data driven, consumer-centric, and informed by deep insights derived from tracking and analysing user behaviour at scale.
But this can only happen if you use a framework; if you've defined what 'good' looks like before you start implementing tracking and collecting data points.
I explore a couple of frameworks - including my own hybrid model - and share processes which overcome analysis paralysis and enable truly data-driven product development.
How Retail Marketers can Boost Their Facebook Advertising ROI in 2016Tinuiti
CPC Strategy & AdEspresso have teamed up to bring you a LIVE 60min Facebook Advertising course. We will dive into Facebook advertising strategies that will help you create awareness & drive conversions for your products.
When Abandoning Best Practices is the Right Thing To DoHanapin Marketing
We create best practices around what works for most accounts. However, there are times you should abandon best practices. You might due this due to resource constraints, simplifying complex problems, or just failures of a best practice to account for your specific situation. In this presentation, you will look at some bidding and attribution management scenarios where abandoning best practices improved the account’s performance.
With Google Ads, it is possible to build campaigns whose return on investment is measurable and whose terms are adaptable in real time. What's new in AdWords? How to build your strategy? What are the necessary means?
- Know how to evaluate the opportunities presented by Google Ads
- Understand how Google Ads work
- Discover concrete examples of successful projects in SEA
- Learn how to spread an Adwords budget
Generate more business with Google Advertising. At Search Engine People we provide services in internet marketing to help your brand stand out from competitors.
Guide to optimizing Adwords and Bing Ads pay per click ad campaigns for a lower average cost per click and more qualified leads and sales conversions. To learn more about how to generate more qualified leads from search advertising and content marketing, check out http://www.marketdoc.com
Optimizing a pay per click campaign takes a specific skill-set and experience. With this in mind
we have put together this PPC infographic to expose the common pitfalls of pay per click
marketing and to help you avoid them all costs.
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Anvil's Pascal Inderabudhi presented at the quarterly lunch & learn seminar on paid media. From exactly what paid media is to an overview on how to use it, he covered all the bases in order to get anyone off and running with this own campaign.
Awesome Reporting for Winning at PPC #HeroConfKoozai
Whether you are a seasoned PPC pro or you are just getting started, you need to be reporting like a rockstar. Understanding the data you are presented with is paramount when it comes to paid search; the decisions you make need to be informed and backed with stats. There really is no need for the guessing game with all the tools available to us. You'll learn:
- How to report findings in an actionable, specific way to each type of audience (colleague, boss, client, potential client).
- Ways to use Google AdWords, Google Analytics and Excel in partnership to get the most out of your data.
- Why it's beneficial to use audit checklists.
Learn more about Paid Search Marketing & Pay Per Click / PPC Advertising.
Also known as Adwords, Display Network Marketing, and CPC.
What is it? How does it work? What are the benefits? How much does it cost? Should I do it myself or work with an agency?
Discover the basics and how to start with Google AdWords. How Google AdWords works? How to build your Google AdWords strategy? What are the evolutions?
Expert: Gerald Claessens, Knewledge
Level: All levels
Objectives
Know how to evaluate the opportunities of Google AdWords
Discover concrete examples of successful projects in SEA
Learn how to manage an Adwords budget
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.
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 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
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How To Reduce Ad Waste in Google® Analytics and Google Ads With Dynamic Retargeting
1. How To Reduce Ad Waste in
Google® Analytics and Google Ads
With Dynamic Retargeting
2. WHAT YOU’LL LEARN
1
2
3
How Retargeting Ads Work
What Makes Retargeting Ads “Dynamic”
5 Tips for Creating a Retargeting Campaign
4 What Else You Can Do with KickFire for Google
3. “It’s not just about spending
less money, it’s about spending
smarter money.”
5. AD WASTE
• “Ad waste” refers to the percentage of a digital ad budget that is spent
serving ads to buyers who are uninterested, not within your ideal
customer profile, or may be unable/never willing to buy your specific
product.
• Here are some classic symptoms of ad waste:
• Low click-through rates, conversion rates and high bounce rates
• Low quality leads due to your ads being served to out-of-market buyers
• Lackluster ad campaigns with little or negative ROI
6. WHAT MAKES RETARGETING ADS ”DYNAMIC?”
• “Dynamic” refers to the ability of marketers to programmatically adjust
their retargeting ad bidding based on a viewer’s known attributes (such
as: company, industry, revenue range, etc.) or browsing history.
• Dynamic retargeting allows you to serve ads to only high-value, in-
market buyers that are more likely to convert.
• Since your audience is more defined, there will be less users to serve
your ads to, but you will be spending more to win those ad placements,
so you will generally spend about the same amount as a regular
campaign.
7. HERE’S AN EXAMPLE:
• If you only want to target companies from the “automotive
manufacturing” industry, that list of companies is going to be much
smaller than that of a general paid search campaign.
• Your target audience will be much smaller, but for that smaller audience
it is much more important that you win those ad placements.
• Your cost-per-click will be higher, and you’ll serve fewer ads overall, but,
your conversion rate will be higher.
8. 1. DEFINE YOUR TARGET AUDIENCE
• Define your Ideal Customer Profile (ICP)
• What are some traits of companies that you sell to currently or want to sell to in the
future?
• Are your products best suited for companies within a specific industry or of a certain
size, etc.?
• You can create new audiences based on almost any firmographic trait.
• Be specific, but not too specific
• In order to create an effective campaign you’ll need a minimum audience of at least
1,000 users, so you need to strike a balance between focused enough to be
effective yet broad enough to have a good size audience.
• Focus on the firmographic data that really matters to your organization. Some traits
of your ICP will be more important than others.
9. FIRMOGRAPHICS
• Firmographics are company attributes B2B marketers use to define their
audiences, these traits can include:
• Company Name
• Website
• Company Headquarter Address
• Region/State
• Country
• Company Phone Number
• Employee Count
• Revenue Range
• Industry (SIC & NAICS)
11. 2. MAKE AN EXCLUSION LIST
• Once you’ve found your target audience, it’s just as important to know
who not to serve your ads to. This list could include:
• Single session bouncers – i.e. visitors that may have stumbled on your website by
accident and left
• Companies outside of your ideal customer profile
• Your competitors
• Your own employees
• Using exclusion lists within Google Analytics will prevent you from
showing ads to certain accounts even if they are searching for your
specific keywords – allowing you to put that money to better use by
showing your ads to more relevant companies.
12. 3. KEYWORDS: BE SPECIFIC, BUT NOT TOO SPECIFIC
• Keyword-based search ads can be one of the most effective ways to get
more clicks and drive more traffic, but it can also lead to high costs and
lackluster conversion rates if you’re not careful.
• For example: An ad campaign for “dog food” might blow through your
entire ad budget in seconds, but an ad for “all natural food for adult
husky dogs” might be too specific to run a campaign on because the
search traffic will be too low. The key is finding a nice balance between
the two.
13. 3. KEYWORDS: BE SPECIFIC, BUT NOT TOO SPECIFIC
• Broad-match keywords – Keywords Google thinks are related to your
main search term.
• Good: High volume impressions/clicks, good brand awareness
• Bad: High cost, lack of targeting, low conversion rates
• Phrase-match keywords – Narrows down ad placements to only be
shown when your exact keywords or closely related ones are searched.
• Good: Good balance between search volume and target audience
• Bad: higher cost-per-click, smaller audience size than broad match
• Exact-match keywords – This limits your ads to exactly (or close to) your
selected terms.
• Good: Highly targeted ad placements, higher conversion rates
• Bad: Low ad placements, higher cost-per-click
14. 4. LEVERAGE IP ADDRESS DATA & TARGET ACCOUNT
WATCHLISTS
• IP address intelligence™ technologies integrated into Google Analytics
can gather a list of IP addresses from companies that have visited your
website and shown elevated buying intent.
• By gathering a list of IP addresses of your website visitors, as well as
companies on your target account watchlist, you can selectively bid
higher on those “high-value” IP addresses, thereby increasing the
possibility that your ads will be seen by only the most relevant buyers.
• This is the most powerful method for reducing the amount of wasted ad
spend in Google Ads because it eliminates nearly all out-of-market traffic
from ever seeing your ads in the first place.
15. 5. MONITOR, OPTIMIZE, CONVERT
• Once you’ve got your ad campaign running smoothly, your work isn’t
over yet. A successful campaign requires constant monitoring of things
like:
• Which companies are actually seeing the ads?
• Which ones are clicking through to your site?
• Which accounts are ultimately converting into paid customers?
• By constantly monitoring your progress and seeing which ads are
bringing in the high-value traffic your website needs, you’ll be able to
continue to refine your messaging and move resources to high-
performing campaigns to drive more revenue!
16. WHAT ELSE CAN YOU DO WITH KICKFIRE FOR GOOGLE?
• Identify the exact companies visiting your website
• Personalize website content through Google Optimize based on
company data, such as: industry, company size, geographic region and
more
• Track buying intent of the companies who click on your Google Ads
• Connect data across marketing platforms to measure and analyze the
performance of your website, digital advertising, SEO, email marketing,
social, and more
• Arm your sales team with daily email notifications of their targeted
companies visiting your website
• And so much more!
17. WANT TO LEARN MORE?
Check out these additional resources:
• 5 Ways to Decrease Ad Waste in Google Analytics and Google Ads
• Google Removed Network Domain and Service Provider – What
Can You Do About It?
Webinars On-Demand:
• Service Provider & Network Domain Disappear from Google
Analytics
• Optimize Ad Spend with Keyword Intent Search &
Personalization in Google Analytics
• Eliminate Ad Waste with Account-Based Marketing in
Google Analytics
Video:
Articles:
• KickFire for Google
18. Ready to get started?
Contact us to set up a free trial and see what’s
possible with KickFire for Google