Boles joins real estate firm - Mount Airy News

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Boles joins real estate firm - Mount Airy NewsBoles joins real estate firm - Mount Airy NewsPosted: 16 Jun 2020 12:00 AM PDTBolesLori Boles recently joined Yadkin Valley Real Estate Inc. and Farms Land & Country Homes as a professional sales broker.As a new Yadkin Valley Real Estate Broker, she will be assisting buyers and sellers with their residential and commercial real estate needs in the Mount Airy and surrounding areas. Under the Farms Land and Country homes banner, she'll be assisting buyers and sellers of rural properties in the foothills of the Blue Ridge Mountains and Yadkin Valley appellation. Boles is a member of the National, State and nearby Winston Salem Regional Association of Realtors.Boles began her real estate career in 2017 and has been a top producing real estate broker every year. Before that, she owned and operated a successful hair salon for 24 years.She lives in Pilot Mountain with her husband Richard and their two twin children. She has an older marri…

5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land

5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land


5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land

Posted: 22 Jun 2020 04:30 AM PDT

If you are using Google Ads to advertise your goods or services, then you are making a conscious and significant effort to increase your business and improve your market share. However, you won't be increasing your profitability and reaching your max potential unless you take the necessary steps to optimize your Google Ads campaign and ensure that you are getting the best bang for your buck. 

Fortunately, campaign optimization tools like SEISO can help diagnose the problems advertisers face with Google Ads campaigns.

Through the process of helping thousands of digital marketing and online advertising professionals assess their campaigns, we've put together a list of five essential tips to help optimize your Google Ads campaigns and get the most from your ad dollars.

SEISO Free Google Ads Audit

Measure lost impression share

Running a successful Google Ads campaign is heavily dependent on the data that you can gather on behalf of your campaign. When you are able to collect more data and especially Impression share, your ability to optimize and expand your campaign will be far higher. However, this is sometimes easier said than done. You can get Impression share data by adding the column Search Lost IS in Ad groups and Keywords reports. The metric gives you the percentage of time your ad didn't show up because of poor ranking and low budget. It means that you are losing opportunities and need to take action. It also means that you could be leaving out significant portions of impressions that could assist you in making a robust and profitable campaign. 

An optimization tool like SEISO is skilled at helping advertisers to realize what their lost impression share really is. Acting on it is a step away, but the first is to understand what corners of the advertising market you are missing out on and creating an action plan to capitalize on this area. Use the SEISO tool to estimate the growth potential of your campaigns and the budget gains. 

Increase CTR to boost your Quality Score

Once you have the impressions on your ad, your work is not over. One of the most critical metrics in Google Ads is click-through-rate or CTR and Quality Score. You might be getting high-quality, affordable traffic from your ads, but if you aren't getting industry-standard, it will be all for nothing. Having a good quality score is what makes your cost per click more affordable, and the average position of your ads increases. 

As it so happens, SEISO Google Ads analyzer features functionality that helps to examine the quality score of your Google Ads to show you where you are thriving and where you could use improvement. This can have a massive impact on the return on investment of your campaigns, and SEISO gives you an easy way to prioritize your efforts to reach your expected CTR, Ad Relevance, Landing Page experience of your ads.

Curate keyword match type

When building your Google Ads campaign, one of the most important things that you will have to do is set a match type for your keyword bidding strategy. The match type will determine how alike your keyword needs to be from the final phrase that you are bidding on. As you can imagine, this has relatively large and powerful effects on not only how much you spend on your campaign, but also how well your Google Ads convert. When you select the right keyword match type, you can experience a better conversion rate and more affordable customer acquisition costs. However, the wrong match type can quickly sink your entire budget without results. 

Trying to figure out a match type for your keywords can often turn into a guessing game that involves expensive trial and error. If you want to come to the proper keyword match type sooner and save yourself time and money, then it might be best for you to use the SEISO audit, which can provide you the match type analysis with the best practices that are optimized and appropriate for your campaigns. 

Optimize your ads performance

Perhaps the most critical part of running a profitable and successful Google Ads campaign is the optimization of your ads. Optimizing a campaign consists of establishing and scaling profitable keywords and ad campaigns and terminating those without success. However, how can you know when it is time to give up or when it just needs adjusting? There are thousands of data points in each campaign, and trying to look at them with the human eye can be frustrating and not give you the speed and progress that you might like. 

The SEISO tool can do the heavy lifting for you. SEISO's engine takes a look at your existing ads and points out which ones to scale higher, adjust, and terminate altogether. It takes a lot of the guesswork out, and you can establish long-lasting profitable sales funnels that deliver exceptional results.

Micro-manage your keywords

A truly optimized Google Ads campaign requires management at the keyword level. It can seem like an enormous task, but it is mandatory if you want to extract the full potential out of your campaign and achieve high ROI. In almost any young Google Ads campaign, there are keywords and budget allocated that are going to waste. Identifying this can be done by leveraging the search terms report to get new high-potential terms and add them to your campaign or phrases that aren't relevant to you and put them in the negative keywords list to exclude them.

It is usually not enough, and if you want to tackle the waste and drive up the profitability of your Google Ads campaign, then a tool like SEISO can help again. It identifies budget-waste and lack of profitability in your Google Ads campaign while making potential savings visible. In a single report, you will get keywords with no conversion, negative keywords to exclude or terms with potential.

Much more to discover in the SEISO analysis report, including expert tips and Google Ads best practices, account activity analysis, budget management recommendations, and more than 75 criteria sifted.

Are your Google Ads Campaigns optimized? To test SEISO for free TODAY, click on this link: try.seiso.io

About The Author

SEISO is a Google Ads campaign audit tool. It detects high value-added optimizations and saves marketing teams time in managing their accounts. Already adopted and used every month by thousands of users around the world.SEISO is edited by JVWEB, which has been building and optimizing your digital visibility and acquisition strategies since 2004. Performance is in our DNA, and we have developed unique expertise in all acquisition levers while fostering transparency, collaboration, and an ongoing search for innovation and improvement.

What’s Digital Commerce Advertising and what tools can help? - MarTech Today

Posted: 22 Jun 2020 11:35 AM PDT

Digital advertising spending has been on a strong growth trajectory since its inception. The Interactive Advertising Bureau's report on the first half of 2019 had revenue totaling $57.9 billion, which represented a 16.9% increase from the same period in 2018. But in the numbers was one important sign of maturity of the industry. It's the first time that revenues for the first half of a year were lower (by $30 million) than the second half of the previous year.

Advertising expenditure in general tends to be bigger in the second half of the year, as retailers push holiday deals for the consumer gift-giving season, so it's a testament to interactive advertising's enduring value that digital has so far bucked that trend by showing first-half results that exceed the previous year's second-half. Still, it indicates that things are beginning to settle down into the usual seasonal patterns and advertisers looking for undervalued inventory must seek it outside of the more established channels.

More about Digital Commerce Ad Management

At the same time, digital technologies have created immense disruption in the retail industry in the past decade, leading savvy retailers, as well as direct-to-consumer companies, to innovate. It's not just about bricks-and-mortar stores versus online shopping any longer, as we've come to understand that each has its own strengths. Instead, success rests on companies' ability to find the right mix that serves customers most effectively.

"Convergence in retail, competition, and the continued blending of physical and digital operations are driving businesses to find new ways to create value for consumers and stakeholders, while capturing value for themselves and investors," write the authors of Deloitte's recent report on the changing retail industry. "We've witnessed a proliferation of new business and profit models focused on enabling consumer choice and fulfilling demand."

The rise of digital commerce advertising: what it is and why it is valuable

It's in this environment that we're seeing the development and growth of what we call digital commerce advertising. One digital manifestation of this, marketplace advertising, resembles what, in the traditional world, is called point-of-purchase marketing or shopper marketing. This area, and the tools that allow advertisers to scale their campaigns, are what we explore in our Martech Intelligence Report on the topic.

This largely takes the shape of keyword-targeted auction-based pay-per-engagement product ads that appear on e-commerce sites' search results, category and product pages — with Amazon being the biggest player and Walmart emerging. Additionally, there are shopper marketing networks that promote products sold on retailer sites. Often, microsites and branded landing pages are also available, though not always through self-service interfaces.

Channels that allow marketers to upload and advertise from a product feed — Google Shopping, Instagram, Facebook, Pinterest and Snapchat — also represent a type of digital commerce advertising, but they're beyond the scope of what we cover in our report.

Like search advertising, which the IAB reports commanded 45% ($26 billion) of the overall digital advertising pie in the first half of 2019, digital commerce advertising is intent-driven. It uses behavioral data like keywords searched and product pages visited, in conjunction with an auction-based bidding marketplace, to determine what ad should be served to a particular individual at a given time. Even better from the marketers' perspective, digital commerce advertising is about as bottom-of-the-funnel as it gets — appearing just as shoppers are ready to buy, filling their virtual carts and checking out.

Delve deeper into Digital Commerce Advertising Management with our report covering 19 vendors. Download it now!



About The Author

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces Martech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land, Marketing Land, MarTech Today and Digital Marketing Depot. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

Google Ads, Twitter Amend COVID Ad Policies and Resources - Search Engine Journal

Posted: 03 Apr 2020 12:00 AM PDT

This week, Google Ads was the latest to swiftly address advertisers who may be trying to drive sales by preying on users' fears amid the pandemic.

Their Inappropriate Content policy has been updated, disallowing content that:

"…potentially capitalizes on or lacks reasonable sensitivity towards a natural disaster, conflict, death, public health emergency, or other tragic event."

The list of examples of what qualifies as this behavior includes:

  • Price gouging.
  • Selling supplies in high demand but weak in quantity.
  • Sensitive keywords to manipulate click-through rate.

To help advertisers evaluate previous strategies which may not work now, and give examples of words to be careful of, Google Ads also added a help page specifically to address these concerns.

They also pledged to offer $340 million in ad credits last week.

As of yesterday, Axios reports a memo from Google's Head of Industry was released that will reverse the "no coronavirus" ad decree.

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It will make exceptions for trusted entities, such as hospitals, medical providers, and other organizations attempting to disseminate relevant information.

Search Platforms Adapt to Coronavirus Selling Environment

Google Ads' recently policy update is the latest in the attempt to curb advertisers attempting to exploit selling during a socially sensitive time.

They previously started enforcing the banning of ads that were selling face masks in March, following Facebook's policy of the same thing.

Other platforms have worked quickly as the situation evolves, including Microsoft Advertising.

A Microsoft spokesperson noted:

Microsoft Advertising has taken precautionary measures to block ads for delivery related directly to COVID-19 under the Microsoft Advertising Sensitive advertising policy. This precaution also applies to some COVID-19 related medical supplies. We will only allow Public Service Announcements from trusted sources, such as official Govt. agencies, to promote COVID-19 content.

These policy change is the latest in sweeping efforts made by search and social advertising platforms to cut off advertisers who might try to profit from pandemic fears and shortages.

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In addition, many platforms have launched COVID-related informational hubs to help support paid media advertisers through the uncertainty.

Facebook Ads & Twitter Continue to Evolve COVID-19 Resources for Advertisers

Facebook Ads and Instagram Ads started banning the sale of masks in March.

They updated this policy to include hand sanitizer, surface disinfecting wipes, and COVID-19 testing for children.

Facebook has also launched a COVID-19 resource center for advertisers.

It includes resources such as their "Marketing for Uncertain Times" deck released last month, playbooks by industry, and general advice on how to stay informed.

Twitter Revising Former Stances as Quickly as This Morning

Twitter had also banned all promoted content referring to the pandemic, with exceptions for Public Service Announcements that come from trusted, approved third parties.

As of this morning, this decision has been reversed, and brands are allowed to include references to Coronavirus.

Google Ads, Twitter Amend COVID Ad Policies and Resources

They are also automatically rejecting any ads that contain keywords relating to the virus.

Like Facebook, they have launched their own resource on crisis communication to help guide brands.

Pinterest & TikTok Partner with Trusted Health Organizations

Pinterest also started redirecting searches on-platform to go to official content by trusted government sources such as the WHO, avoiding results that could contain anything not easily monitored.

TikTok has also created a coronavirus-specific effort to prevent the spread of misinformation.

Part of that effort includes in-feed ad space being donated to trusted notable organizations such as the WHO and Red Cross.

Google Ads, Twitter Amend COVID Ad Policies and Resources

As it relates specifically to advertisers and the ad content that's allowed:

"Our ads policy does not allow ads that reference coronavirus, including when promoting products or services, to create a sense of fear, or to cause widespread offense."

YouTube Also Makes Exceptions for Trusted Sources

YouTube had originally not allowed monetization on Coronavirus content, citing their "sensitive topic guidelines."

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That decision has since been reversed to a degree.

They stress they will still remove content that violates its policies, or spread misinformation.

Ad space is available on a limited number of channels for trusted people and organizations.

Google Ads Tips: 5 Ways to Improve Your PPC Ad Campaigns - MarketingProfs.com

Posted: 01 Apr 2020 12:00 AM PDT

Google Ads (the erstwhile AdWords) has become far more intuitive and easy to use than in years past. But despite a simplified interface, greater data transparency, and more features, Google Ads still has its share of nuances and complexities.

Google Ads is often a difficult platform to make profitable for most businesses: Competition in Google Search is greater by the day, and the dynamic nature of PPC advertising demands consistent monitoring, tweaking, and ,above all, simply knowing where to look.

Becoming a proficient PPC advertiser requires a fundamental understanding of how certain things work, including basics like keyword match types and the important distinction between campaigns and ad groups—but also more advanced features, such as understanding how to read a Search Terms report, employ negative keywords, and leverage ad extensions.

Though most of those things may seem obvious for experienced PPC advertisers, there may be a couple of ideas and approaches in this article that might be useful even for the experienced. To demonstrate these Google Ads tips, I take you through real client accounts that I manage to best articulate the importance behind each tip.

1. Understand your chosen bidding strategy

Upon creating a new campaign or adjusting a campaign's existing settings, Google Ads makes it easy to select a bidding strategy (Maximize Clicks, Maximize Conversions, Enhanced CPC, Manual CPC, etc.).

However, without fully understanding how those bidding strategies work, you could end up consuming your daily budget rather quickly.

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