One of the most challenging aspects of running an effective PPC campaign is that your work is really never finished. Whether due to changes in consumer behavior or online trends, the efficacy of your strategy can wax and wane. If you take a “set it and forget it” approach to PPC, you shouldn’t be surprised when your tactics eventually become stagnant.
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When consumers are sourcing information about different products and services, they typically conduct their research online. B2B customers are no exception. In fact, research shows a staggering 87 percent of B2B customers turn to the Web when they are seeking information before making a purchase.
It’s tough to conceive of an effective digital marketing strategy that doesn’t include a robust social media presence. Simply put, social media is too big and too prominent to ignore. Globally, there are now 4.55 billion active social media users, representing an increase of nine percent over the previous calendar year. In other words, hundreds of millions of people are signing up for social media accounts each year.
Over the past couple of years, we’ve seen some noteworthy shifts in how people consume information and entertainment. One of the biggest beneficiaries of these shifts is connected TV, or CTV. Whether it’s attributable to the pandemic or to technological changes that were already in progress, more and more consumers are turning to CTV for entertainment, making it one of the fastest-growing trends in digital advertising.
Over the past couple of years, Google has been faced with a seemingly impossible predicament: Honoring the privacy of users and abiding with changing privacy regulations while also providing advertisers with useful targeting options.
The title you provide to your Web page can have a major impact on the number of search engine users who click-through to access its contents. After all, the title delivers critical context about what the page is all about, context that is useful to the search engine algorithms as well as the end user. In short, selecting the right title tag for your website is invaluable.
All too often, business owners treat their website like a bowling trophy: Something you strive for, acquire, then set on the shelf and forget about. It’s far better to consider your website as a living document, something that constantly evolves and is subject to regular review and revision. Indeed, there are many reasons to update your website, whether it’s to keep pace with your changing business, with your changing customer base, or with the changing Internet.
If you’ve spent any time in SEO then you’re familiar with the meta description, one of the most important pieces of online real estate. The meta description is the tiny little snippet of text that appears under each hyperlink on the search engine results page (SERP), providing a quick summary of what the page is all about.
By now you’ve probably heard the old digital marketing adage: “Content is king.” Many marketers have taken this to heart, developing rigorous schedules for content development and publication. But in their zeal to create new content, it’s all too easy for marketers to neglect auditing the content they’ve already created.
Mobile marketing has always moved at a fast pace. Even so, the shifts we saw in 2020, prompted in large part by the COVID-19 pandemic, were relatively unprecedented. Calendar year 2020 saw a record-shattering $223 billion expenditure on mobile marketing worldwide, representing a year-over-year increase of some 17 percent. And when the dust settles on 2021, we feel confident in saying that we will see another fairly sizable investment.
