We’re back with the latest digital marketing updates for you! We’re able to audit your website, social media, Google Ads, and more, then we can work with you to create a custom solution that’s exactly what you and your business need.
4 Marketing Traits to Emulate from Businesses like Amazon
Google’s three-strikes ad policy isn’t the problem, it’s policy application that worries advertisers
Google Ads’ new three-strikes program, which begins in September 2021, applies to violations of its Enabling Dishonest Behavior, Unapproved Substances and Dangerous Products or Services policies. If an advertiser is found to be in violation of Google’s policies, they’ll receive a warning for the first infraction. After that, penalties become increasingly strict with each violation, leading up to account suspension after the third strike.
The PPC professionals that spoke to us for this article were largely in favor of the three-strikes system. However, Google’s enforcement, which can be haphazard, has them concerned. “I’ve had ‘false flags’ come up specifically in these categories a handful of times over the past year (including display ads for a cybersecurity company being disapproved for promoting drug use!),” said Tim Jensen, campaign manager at Clix Marketing.
Communicating the change with stakeholders and clients ahead of time can help you frame their expectations once the new policies come into effect. Eventually, more advertisers may potentially run afoul of the system, so it’s best to get ahead of it now instead of allowing that first warning or strike to be issued.
Collect user data with click maps
You have probably heard that to be successful you need to be data-driven, only if it was that simple. Collecting data is the easy part; figuring out what matters and how to use this information to your advantage is a lot more difficult. Here to save the day are click maps – a simple yet powerful heatmap tool that makes it easy for you to collect, visualize and understand your website’s analytics data.
This guide demonstrates how YouTube’s algorithm works and how you can optimize your video content to show up in those results. The key is to plan for your audience and work backward from there. Important metrics include things like watch time, retention rate, and engagement, but your keywords are also critical.
YouTube assesses keywords not just from titles, tags, and descriptions, but also from the audio of the video — which means it’s critical to actually say them in your audio script and transcription. How do you choose the keywords? Well, good, old fashioned keyword research, of course.
Google fixing two search bugs; review snippets and soft 404 detection
Google has confirmed it is resolving two bugs, one related to review stars showing in the search results and another related to how Google processes soft 404 documents. The two issues seem to be unrelated.
Over the past couple of days, Google Search has, for the most part, stopped showing review snippets — the image above shows the same results screenshotted two days apart. And, Google recently changed how it detects soft 404 pages, which caused some to see spikes in soft 404 errors but not clearly seeing if those pages were in the Google index or not. Both of these issues can directly affect your traffic from Google Search, so when the company does fix them, it may lead to more traffic.
Google link spam update rolling out
Google has begun the two week process of rolling out a new algorithm update; the company is calling it the link spam update. Google said this update targets spammy links “more broadly” and “across multiple languages.” It is a global update that impacts all languages and seems to target links that are manipulative and not natural.
As of Tuesday, I have yet to see many complaints from SEOs about this update. I should add that, over the weekend, I did notice an unconfirmed update that seemed to target more “black hat” methods but again, that was the weekend, and Google said this update started on Monday, so the two are probably unrelated.
In any event, if you see a ranking drop in Google over the next couple of weeks, it might be related to some of your link building methods.
Google review stars back in the search results
Google seems to have resolved the bug that was preventing review snippets or stars from showing in the search results. We are now able to see the gold stars for many results in the Google Search.
The bug began creeping into the Google Search results interface on Wednesday, July 21st based on the reports that were sent to us. By the following day, the review stars were hard to find for any query you conducted in Google. Google confirmed the issue on Friday, July 23rd. Then, on Monday afternoon (July 26), the issue started to get resolved and now everyone seems to be able to see review stars again.
Why we care: Reviews not showing in the snippets can lead to a lower click through rate from the search results. Lower click through rates can lead to less traffic and less traffic can lead to fewer conversions.
Why we care: If you’re managing Instagram, Facebook or Messenger ad campaigns that target minors based on their interests and activities across the web, then you’ll need to find an alternative way to reach them as you’ll be losing access to those targeting options in the coming weeks.
How Google ranks features like news, images, videos, etc.
Gary Illyes from Google explained in a recent podcast how Google Search ranks its vertical search results, i.e., news, images, videos, etc, within the core search results. Why does Google show an image carousel for a specific query in the fourth position and why does Google show videos for another query in the top position?
Google uses a number of methods for this but Gary Illyes explained that each index or feature bids, like you would in an auction, for each position. So a video carousel can bid based on the weights Google assigned it, to be in position three or position four and Google’s overall universal search system will figure out where to place it. Google also decides when to show a feature based on click data, which is super fascinating as well. This gets a bit technical, so we recommend you read more.
Digital Marketing Snippets
Google released an “About This Result” overlay for pages to give additional information as to why certain search results are popping up.
Snapchat is a leader for AR effects and e-commerce.
Instagram’s in-app analytics will be growing to 60- and 90-days later this year.
TikTok allows advertisers to sponsor ads that are trending on the platform, called Spark Ads. Use a code to find the TikTok you want to sponsor in the Ad Manager on the app.
Live stream shopping is continuing to grow. YouTube is beta-testing this feature with on-demand videos, but will be expanding to live videos in the future.
We stay up-to-date with everything going on in the marketing world, so you don’t have to! That’s part of our drive to provide the best marketing services. By creating a custom strategy for each of our clients, we give them exactly what they need to make them grow. Contact us for a consultation!
There have been a lot of developments and new knowledge passed around the marketing world this week. We’ll walk you through what we know when it comes to social media, SEO, and strategy.
Simplifies affiliate customer acquisition. Currently only available on Shopify with plans to expand to other platforms in the future. Affiliates and ambassadors are a huge traffic source. People are already posting their favorite brands, so why not build off of that source? Using Social Snowball, each person receives their custom link for social media. The only thing that the business owner needs to do once it’s set up is send the affiliates commission payout. Social Snowball has a variety of payment plans to fit each business’s needs.
Secrets from a Facebook Ad Support Rep
Free Products or Services
This is one of the easiest ways to grow your audience to show long-term success. It increases the amount of attention you’re getting from potential customers. Email newsletters, podcasts, and etc, are free, and there’s a way to monetize them once they're established. In the end, delayed gratification wins.
More and more people are using voice commerce. Amazon’s Alexa and Echo are the more popular home options for many people. This trend is expected to continue to grow over the next 3+ years.
To provide the best marketing services, it’s important that we stay up-to-date with everything going on in the marketing world. Digital marketing has daily changes across platforms. Sometimes algorithms can change on a dime and other things change over time.
3 Big E-Commerce Marketing Trends for Q3 2021
5 Ways to Create a Fantastic Company Social Media Account
Not all digital marketing updates apply to all companies, however, there will be some that are important to you and your business. Here at Superior Effect Marketing, our team has the skills and knowledge to ensure your company is using the best practices to promote and grow your business. Contact us for a consultation!
Written by: Ariel Verber
Product Designer, Write & Creator of Felipe for Sketch
When we discuss, teach or practice the goals of UX design, we usually focus on enhancing user satisfaction with a product. The core values for this goal include empathy, ethics, and usability, which are all crucial in order for us to successfully enhance user satisfaction.
But while mastering user experience design is important, CEOs and Product Managers of private companies usually hire UI/UX designers for a very specific end goal: Helping the business grow.
This is usually achieved by increasing crucial business metrics: conversion rates, retention (loyalty), improving brand perception, and more.
Designers who don’t understand that don’t have a good chance of getting a seat at the table. They would keep talking about goals that are very rarely appreciated by top-level executives, and it makes total sense.
Finding the right balance
Often, user experience and business goals go hand in hand. A simple & clear pricing page would most likely save time and unnecessary headaches to the user, and also increase the conversion rate. Everybody wins.
Sometimes, they don’t — making it too easy to cancel a subscription might make some unsatisfied users feel a positive relief, but also increase cancellation rate and the company would lose a significant amount of money.
On the other hand, making it very hard to cancel a subscription would negatively affect the lives and bank accounts of the people you should care about the most, your users (I’m looking at you, Apple).
A good product designer is required to find the best balance between these two goals —for example, making it easy enough to cancel the subscription, while still aiming to maximize the number of users who willingly choose to stay.
Dropbox has an interesting method to do just that. They let you cancel your subscription, but first ask you some question regarding what went wrong with their services, attempting to offer solutions for your problems. Cancellation is still a few clicks away, so they were trying to optimize revenue while still being user-centric.
Digital Marketing is a measurable medium of brand communication that encompasses all the digital devices existing in the modern world.
It is primarily used for increasing brand recognition and awareness but has the ultimate intent of driving a brand’s sales.
With the advent of the internet, everything about the world changed, this having a maximum impact on consumer behavior.
Since after the internet, people preferred to spend more of their time in the digital space, marketers took notice and shifted their focus from employing the traditional form of marketing to resorting to digital marketing tactics.
Even today based on a report of Pew Research Center there is a steady increase in the usage of internet by people.
Accounting for a 5% rise in spending more time in the digital space in the last 3 years.
The quality of being measurable besides being thousand times more effective as compared to the traditional marketing practices is what made digital marketing, the favorite form of marketing for the marketers.
If you are still feeling cynical about the extent of impact digital marketing has today just go through the following interesting facts:
According to Statista, the total spends on the digital Ad across the globe is expected to hit a staggering $335 billion by the year 2020.
Now, that you have an idea about what digital marketing is and the extent to which it has become a key ingredient in deciding a brands’ success, let’s straight away dive into its various types so that you get a lucid picture on how digital marketing actually is able to achieve its great feats.
Types of Digital Marketing
1. Search Engine Optimization
Search Engine Optimization or SEO is the most popular form of digital marketing practice with whom most people are familiar with. SEO, as the name suggests, involves practices that optimize the ability of a website to be ranked higher on the search engine page results. Unlike the paid form of featuring a website, it strives to achieve the said result in the organic list of search engine pages. This, in turn, translates to having an improved reach, visibility, and Alexa scores. Further, the reason that makes ranking higher in the search result list essential is the fact that website links shown in the first page itself capture most of the internet traffic. This again means more awareness, activity, lead generation and ultimately conversion.
Some of the SEO practices that enhance a website’s authority and recognition are:
2. Social Media Marketing
Social Media Marketing (SMM) is the latest form of digital marketing that is delivering promising results.
It mainly involves utilization of the power of social media platforms like Facebook, LinkedIn, Pinterest, Snapchat, Twitter, and YouTube, etc along with some popular discussion forums, niche networks, and dynamic blogs that can influence consumer perception about brands.
Some effective ways in which SMM can be carried out are:
When these main points are sorted out the next steps involve choosing the suitable KPIs to measure the campaign progress, posting relevant content, scheduling posts, and finally analyzing the results achieved to implement or withdraw some actions.
3. Search Engine Marketing and Pay Per Click
Search Engine Marketing is one of the popular forms of digital marketing that can be thought of as buying web traffic to a particular website.
Similar to SEO, SEM also increases the reach, visibility, and conversion rate of a brand.
However, the difference in both lies in the fact that SEO is an unpaid form of achieving the said objectives and SEM mainly involves the paid forms.
SEM is the primary type of digital marketing which is known by many names such as Paid search advertising, Paid search ads, pay-per-call (PPC), pay-per-click (PPC), cost-per-thousand impressions (CPM), and cost-per-click (CPC).
SEM which is also synonymous to PPC is the fastest way of ensuring a huge volume of traffic to one’s website and highlighting one’s products and services.
The formula by which the PPC can be determined is:
Pay per click ($) = Advertising cost ($) / Number of clicks on ads
4. Content Marketing
Content marketing can be defined as a digital marketing strategy that possesses the potential to convert the traffic into valued customers by means of relevant content in the form of posts, blogs, videos, infographics, e-books, and others.
Some of the main points that content marketing focuses on are attracting, engaging, and informing the audience about the brand and persuading them to take the desired action.
This form of digital marketing involves several steps that start from crafting, designing and publishing the content to later also proceeding to include distribution and promotion.
Some of the important points that can decide the level of impact a content marketing strategy has:
The second step involves carrying out persona research so that it becomes easy to define the lines in which the content is supposed to be.
Then zero in on the best type of the Content Management System and determine the best form of content that delivers the brand’s message.
Starting a blog and regularly posting in it is a great way to draw traffic and build a loyal base of audience.
Lastly, interact with the audience through answering queries and posting comments.
Summer has tons of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.