Thinking about a marketing career? Let's just go ahead and state something right away. It's not an easy industry to work in. There are many challenges but that's why we love it. There's never a dull day. The industry surprises us constantly with new technology, advertising algorithm edits and weird consumer behavior. If you like consistency and predictability, marketing isn't for you. If you like surprises, on the other hand, you're looking in the right place. Before we move on, just note that we're not talking about sales, here. We're talking about ads, content, leads and everything else that happens before salespeople get involved.
Click-through rate can be a make-or-break statistic for PPC managers. If you're not getting clicks, you're not getting conversions. But Google also needs consumers to click your ads to create their own revenue. A good CTR is good for both you and Google. That's why CTR is tied to quality score, which is used to calculate your ad rank. A higher ad rank can help reduce your cost per click and get a better ROI. Confused? Don't worry. Just know that increasing click-through rate isn't as complicated as AdWords's algorithm. Improving it can bring quick positive results as long as your account isn't an all-around mess.
Ah... job interviews, everyone's favorite activity. Just kidding. For most of us, interviews are a source of anxiety. Yet, Interviews have become a standard tool in the recruiting process, often being required twice before the official hire. It's not uncommon to have to pass four, five, or even more rounds of interviews for some jobs. But is interviewing as important as we think it is? At least one researcher has sought to answer that question.
OK, you've got your ad groups set up, you're getting clicks, maybe you're even tracking conversions with Google Analytics. Excellent. By the way, make sure you're using ad extensions. They're straightforward and they'll help you rank. After that, it's time to dig deeper into the AdWords platform and optimize better. Have you thought about using these three features?
Today, most advertising is native advertising. Yet, many business leaders don't know what it is. There are several different kinds. Sometimes a certain type is referred to as if it's the only kind. Discussions about this topic can be confusing, as a result. It's time to clear things up. Native ad expenditures are growing by about 25% or more each year, making this an important topic.
If you're just beginning to become acquainted with web marketing, you'll be coming across a lot of jargon. Web marketing vocabulary is constantly evolving and sometimes the same words and acronyms have different meanings in different organizations. Getting to know the following basic terms will help you communicate with your marketing team, whether its internal or external.
When you think about the 80s and 90s, the style of marketing that comes to mind is "shock marketing" or "shock ads." Examples of memorable shock campaigns include "This is your brain. This is your brain on drugs," which must be deemed effective if remembrance of it was an important factor in its success.
One of the oldest subways in the world lives in New York City, USA. That metro system alone transports 4.3 million people each day. The subway is a unique venue for advertisements. Few other places provide such close-range, intimate locations to place real, physical ads. These are in the trains and throughout the train stations. Many riders spend their subway time in a receptive state of mind. It's not socially acceptable to focus on other passengers. So, ads are often the only thingss to look at. Every subway campaign is a high visibility campaign. There are additional benefits, as well.
Unless you've been living under a rock, you've noticed some controversy about the media has been building up over the course of several months. It's almost like nothing is objective anymore, especially when it has to do with politics. At isoTree we don't do politics but we do think, the state of things considered, it's a good time to talk about how to vet the information you get online and elsewhere. Because it's not just political news that can be inaccurate, incorrect misleading and negligent. It can be any information at all. Finding a reliable source can be difficult.
You can't. But wait, there's much more to say than just that. Come on, if life was that straightforward, we'd probably be some kind of invertebrate with no capability of abstract thought, much less any entrepreneurial ability.
In the office, you boot up your PC and log into AdWords. Conversions look normal. CTR isabout the same. Then you move on to clicks. Uh oh. Where did all these clicks come from?! You don't even want to look at the costs but you have to. Too bad. Yesterday you paid an extra $4,000 for the same conversions you got each day before that. What happened?!
Do you think of yourself as someone who is adept in the art of evading advertisements? Have you ever wondered how many advertisements slip through your defenses without being noticed consciously? You're not the only one. Psychologists have asked questions like this before.
Brands are the sum of all the perceptions a consumer attributes to a particular product, company, etc. The name "Coke" is just the tip of the iceberg that is Coke's brand. Everything from the taste of Coke Zero to the consumer's ideas about the healthfulness and "hipness" of the Coke product line is part of the brand. Some product's brands are carefully crafted by brand managers. Other products end up forging their own path, creating their own "brands," so to speak.
Marketing has seen some major twists and turns since its conception. In the 21st century, there are all kinds of convoluted, customized methods and practices in marketing. For most businesses; however, there's no need to establish a new world order designed around your products. The technology marketers use has come a long, long way but the concept of marketing is the same.
The word "disruptive" tends to carry a negative connotation. It might be used to describe a naughty kid who distracts his classmates, for example. Take the scenario and change the setting, though, and your left with a positive event. That is, put your company in the place of the the naughty kid. Now imagine your company in its industry, instead of a classroom. The students are now your competitors. How does your company disrupt the industry?