Ellen Bartolino says, “Since 2006, inbound marketing has been helping businesses create more meaningful online experiences. In short: The inbound methodology focuses on pulling people toward your company and product rather than expecting them to come to you. And in today’s highly-digital and ad-blocked world, your advertising strategy should be no exception. Combining the inbound methodology with your advertising means inviting people to engage with your brand, rather than interrupting their daily lives with your ads. While using this strategy may sound like a no-brainer, it takes a... [...]

Rieva Lesonsky says, “What’s the most effective way for retailers to both acquire and retain customers? According to a recent survey of retail businesses by WBR Digital for Emarsys, it’s email — by far. More than eight in 10 businesses surveyed (81 percent) say they depend on email for customer acquisition, while 80 percent rely on it for customer retention. In addition, nearly three-fourths say email marketing is a priority in their marketing budgets. How can your retail business best use email marketing to acquire and retain more customers? Here are 10 tactics successful retailers... [...]

SBT team says, “Two new events have been added to the Feature Calendar for November! Read more about both events, each with a starting date of Nov. 14, in our calendar below. Influencer Marketing Days, a two day event held at the TKP Conference Center located in Midtown, Manhattan, will cover issues pertinent to this burgeoning industry. Information shared at the conference will include research and statistics, different kinds of influencers, influencer marketing channels and more. Meanwhile NextCon 16, being touted by organizers as the must-attend business event of 2016, will be held at... [...]

Andy Taylor says, “Since July 26, 2016, expanded text ads (ETAs) have been live in AdWords. This new ad format, which was launched with mobile users in mind, allows advertisers to create longer text ads with two headlines of up to 30 characters each and a single 80-character description line. Advertisers have been testing the new format alongside standard text ads, and dozens of analyses looking at click-through rate (CTR) for standard vs. expanded text ads have been published across the industry, with varying levels of detail. (Google’s July announcement also came with its own assortment... [...]

Larry Kim says, “I was blown away when I heard that the U.S. Federal Trade Commission is suing 1-800 Contacts for anticompetitive behavior. The contact lens company allegedly struck deals that prevented rivals from bidding on PPC ads on Google and Bing using their trademarked terms and variants. According to the FTC complaint: “Beginning in 2004, 1-800 Contacts secured agreements with at least fourteen competing online sellers of contact lenses providing that the parties would not bid against one another in certain search advertising auctions.” The FTC is concerned because these reciprocal... [...]

Janis Zech says, “By now you’ve heard of — if not played — Pokémon Go. You’ve also heard about how the game keeps shattering download records (with 75 million and counting) and revenue since its launch barely a month ago. Pokémon Go has overtaken breakout mobile hits such as Color Switch to global juggernauts such as Supercell’s Clash Royale. And while the game is definitely prompting mobile developers to re-examine location-based gameplay, Niantic’s hit may have an even greater effect on how we buy and sell mobile ads. The online to offline connection Data and scale... [...]

Ginny Marvin says, “Google is testing a new overview in the Opportunities tab in AdWords that gives advertisers an “Account Health Score for Search.” The feature was spotted and first reported by the team at Receptional, a UK-based digital marketing agency. As Receptional points out, the idea is similar to that of WordStream’s AdWords Grader, showing an overall score and a more detailed assessment. Clicking on the View Campaigns button brings up campaign overview with Health Scores listed for each and links to recommendations“. Google tests showing an overall Health Score for... [...]

Paul Chaney says, “Google (NASDAQ:GOOGL) today announced the addition of three new features to AdWords Expressintended to help small businesses reach a larger audience and better understand the impact of their ad campaigns on bottom line results. The new features are: New Google Adwords Express Features Ad Scheduling Advertisers can now opt to run ads at specific times, a feature that was only available to AdWords‘ users previously. “Ad scheduling is a simple way to make sure your ad only runs at times you choose (during your hours of operation, for example), so you reach your customers... [...]

Samantha Shannon says, “If you have ever run a Google AdWords campaign, you know how overwhelming maintaining an account can be. Luckily, Google has many features and tools that make managing campaigns easier and more successful. The catch? It is up to us to utilize them. Today, I am talking about an advanced feature that can help advertisers better reach customers by matching their search query. This seemingly magical feature is called keyword insertion. What is Keyword Insertion? Simply put, keyword insertion allows you to customize ad text based on the search term a customer uses. This... [...]

Sean Philip says, “With Google unleashing several new Adwords features in the first half of 2016, advertisers should take this as an opportunity to maximise their paid search campaigns. Here’s how… The updates During the first half of 2016 Google announced two fundamental changes to its Adwords real estate. It launched ‘Expanded text ads’, with both ad headline and description lines increasing in length and it removed the familiar ‘sidebar’ paid search ads (on the right of the results page), introducing an additional spot for paid search listings above the organic results”. Six... [...]