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Our 5 Top Predictions for the Secret Announcements at Google Marketing Live
Every year, Google holds its annual Google Marketing Live event to announce their newest ad products, features, innovations, and plans for the coming year. And every year, both the event and the hype keep growing! The WordStream crew will be live in the front row of the event in San Francisco, but it’s hard to contain our excitement. Only a select few at Google truly know what they’ll announce at Google Marketing Live, but while we’ve been preparing for GML 2019, we reviewed Google’s biggest announcements every year—and we’ve made our predictions for what Google will likely announce this year.

These are our five big predictions, but I’m sure even we’ll be surprised by some of the news when it’s announced. If you want to be among the first to know how Google plans to change for advertisers, register for our upcoming webinar covering the big announcement on Wednesday, May 15!

1. New ad types

A common headliner of Google Marketing Live is the announcement of at least one new, exciting ad type. In 2016, Google took the stage and announced its largest change to its search ads to date: 90-character standard text ads would be replaced by 160-character expanded text ads. Then just two years later, Google took the same stage again to introduce the 300-character responsive search ads. Outside of Search, Google has used this event every year to introduce new display and video ad formats, such as responsive display ads in 2016, TrueView for action, and lead ads for YouTube.

A few trends have emerged from Google that we can likely expect to continue with the announcements next week:

New ads are getting bigger—meaning more room and flexibility for advertisers to convey their messages.
New ads are now driven by assets, rather than a static experience.
New ads are becoming more visual by integrating text, images, and video across networks.
New ads are more interactive, providing new ways to engage your audience than just a click a simple click through.
2. More campaign types

The Google SERP is an exciting place, certainly. But Google is more than just its own search engine. Google’s reach expands to Display, Gmail, YouTube, Maps, Chat, Voice Search, Assistant, and soon Stadia. All this reach means more opportunities for advertisers.

Every year, Google has announced new campaign types and innovations to help advertisers manage their...
Google Sunsets Mobile Games Exclusion & More Recent News
It’s time for another installment of our online advertising news round-up—a recurring feature on the WordStream blog where we discuss all the latest stories from search, social, ecommerce, and beyond. Let’s dive in!

Google Ads sunsets content exclusion for mobile app games

Via an email sent to advertisers last week, Google Ads has announced plans to sunset the content exclusion for mobile app games at the beginning of July.

Content exclusions, for those who don’t know, allow display advertisers to exclude certain categories of websites and mobile apps from their campaigns. If you sell kids’ board games, for example, you can use content exclusions to keep your display ads away from mature and sensitive content.

In addition to helping businesses avoid brand safety concerns, content exclusions also help them minimize wasted spend. If you’re paying for your display ads on a cost per thousand impressions (CPM) basis, you have a strong incentive to keep those ads away from irrelevant audiences. Because mobile app games have almost nothing to offer to a lot of display advertisers—B2B SaaS companies, for example—the content exclusion that Google Ads plans to sunset has been an important one.

As you can see in the screenshot shown above, if you’re currently using the content exclusion for mobile app games to avoid wasting money on poor-performing display placements, you’ll need to make the switch to the topic exclusion at some point in the coming weeks. Topic exclusions, as the name suggests, enable display advertisers to prevent their ads from showing alongside content that addresses particular topics.

Facebook introduces lead gen templates for Messenger

Of all the new products and features unveiled at Facebook’s tenth F8 conference—an annual gathering of eager techies who want to learn more about what Facebook’s got coming down the pipeline—the most exciting, in my opinion, are Messenger lead generation templates.

Messenger, which boasts well over a billion users at the time of this writing, has become an increasingly popular way for businesses and consumers to interact. Accordingly, savvy Facebook marketers have taken to using the messaging platform as a channel for generating leads.

In order to make it easier for businesses to incorporate Messenger into their marketing strategies, Facebook has announced that lead generation templates will be...
How to Use Referral Marketing to Stand Out from Your Competition
Let’s play a game of “Who Do You Trust?”

Those paid results at the top of the SERP with the green “Ad” box? Or your sister?

That banner on YouTube? Or your best friend from college?

Okay, this is an easy game. We trust our family, friends, and even strangers more than we trust advertisements and brands. We’re influenced by recommendations, reviews, testimonials, social chatter, and, most importantly, referrals.

Using referral marketing will help you stand out from your industry competition—as long as you do it effectively. Here’s everything you need to know to get started, including referral marketing ideas from companies that have already used this tactic to improve their businesses.

Why referral marketing?

Before we get into how to create your referral marketing strategy, let’s talk about why you need to. How much of a difference do referrals make? Consider this:

A word-of-mouth impression drives at least 5x more sales than a paid impression.
Customers acquired through word-of-mouth spend 2x more and make 2x as many referrals themselves.
Referred leads convert 30% better and have a 16% higher lifetime value than leads acquired via other channels.
Half of Americans would pick word-of-mouth if they could only select one source for information on potential purchases.
Word-of-mouth and referral marketing are cost-effective, powerful, and trusted. When we have a good experience with a brand, product, or service, we’re happy to—and frequently do—share it with others. 

In his bestseller Contagious, marketing professor and author Jonah Berger identified six principles of sharing and word-of-mouth:

Social currency: We share what makes us look good.
Triggers: We share what’s at the top of our minds.
Emotion: We share what we care about.
Public: We imitate what we see people around us are doing.
Practical value: We share things that have value to others.
Stories: We share stories, not information.

Image Source

Hit as many of them as possible, and you’ve got an idea, product, or announcement that people will want to talk about and share with others—which will help you stand out from your competition.

Using referral marketing for competitive advantage

The numbers don’t lie: Recommendations and referrals are not only useful, but crucial if you want to stand out from the crowd. Consumers actively go looking for them, and...
5 Social Media Networks Beyond Facebook and Twitter You Should Test
With engaged user bases and proprietary first-party data, social networks can be great traffic sources for marketers That’s probably why Hanapin found that 88% of advertisers currently advertise on Facebook, and 30% of those marketers also advertise on Twitter.

Surprisingly, though, the same study found other social networks—such as Quora, Pinterest, and Snapchat—are used by fewer than 10% of marketers despite being popular with users. In fact, Reddit, the sixth most-visited global website, doesn’t break the top eight.

Some advertisers might not see a need to test other ad opportunities when Facebook and Twitter deliver enough scale.

But testing ads on multiple platforms is key to an efficient social media marketing strategy. Smaller, less competitive social platforms might offer lower advertising costs, and depending on your industry, more specialized platforms might allow you to target particular audiences in the right mindset to engage with your ads. By trying new platforms, you can find new audiences, explore new ad mediums, and maybe even find some success.

Here are five additional social networks that you should try advertising on, with advice on how to tackle them.

Pinterest: The lifestyle powerhouse

Pinterest is ideal for B2C brands with lifestyle products that can be clearly expressed in a picture. Indeed, my current feed has ads for sneakers, an ab workout, meal prep recipes, and an Apple Watch—all of which use imagery, not text, to sell the product. Pinterest, therefore, is a poor platform for, say, complicated B2B software.

Last year, Pinterest reported 250 million users and more than 175 billion pins. The platform also shared that Pinterest users find Pinterest ads 1.4 times more relevant than ads they see on other social media networks—which is reason enough to start advertising on the platform.

Pinterest Ads

Pinterest offers Promoted Pins, which are standard pins advertisers can promote in a user’s feed (the ads are simple, with an image, short text, and an off-site link). These ads blend in well and are not obtrusive to the Pinterest experience.

Their self-serve dashboard makes it simple to get going, with basic targeting around gender, age, location, language, and device. On top of that, you can target by nearly 250 pre-defined interests (like Toys, Travel Tips, and Oral Care) and specific keywords you...
3 Hacks for Analysts to Help Teams Get More From Your Data
Delivering a data analysis that both motivates and enables marketers to take action is where the rubber meets the road in analytics.

It’s where analysts deliver marketing analytics value to our teams, clients or executives. It’s where we help them make informed marketing decisions that can lead to exponential growth. It’s a data-centered hero’s journey.

Let’s consider two different analysts. Rupertus and Anna-Lisa.

Rupertus’ team wants to know how a campaign or website performed.

To provide that data, Rupert must put long hours into measurement setup. Then, when asked, he’ll pull numbers, translate them into charts, and eventually send his lengthy report.

Throughout the process, he’s married to his laptop, putting long hours into busting out charts while skipping family dinners, an entire season of Game of Thrones, and once, a ski vacation.

Despite all that sweat and tears, Rupertus’ team members aren’t his biggest fans. His answers to their questions, despite his Excel wizardry, fail to inspire action. At best they take a look at one or two numbers. At worst, they’re annoyed with Rupertus for sending so much stuff to process.

If only Rupertus knew to read this article, he would realize that what marketers could really use are analyses tailored to drive action — not overwhelming reports.

So, you may be asking, what is the difference between a poor (though thorough) report and a great analysis?

A dead-end report doesn’t lead to or highlight recommended action. It describes what already happened, without adding value with suggestions about what will happen next.

A great analysis, on the contrary, avoids data puke and creates a file with a human touch that helps the viewer act on the data presented. It enables growth and improvement via informed action.

Consider Anna-Lisa. She knows that acting on data is how marketers get their analytics money’s worth. When she’s asked a question, she thinks about how her answer could help her team to make a decision.

Then, she uses automated reports to get a head start on creating analyses that convey her unique way of seeing the numbers. Per Aaron Mass’ tip on critical questions analysts need to ask, she tries to answer the progression of:

What’s going on?Why is it going on?What can we do about it?What can we expect...
The 5 Pillars of Healthy, Effective Client Communication
More than 90% of the digital marketing agencies we work with spend at least an hour a week on reporting per client.

We’re talking about reporting. We’re not talking about account management. We’re not talking about optimizations. We’re just talking about reporting.

Allen Iverson wasn’t saying that practice was unimportant to his role as the face of the Philadelphia 76ers franchise, and I’m not saying that reporting is unimportant to your role as the manager of your clients’ online advertising accounts.

What I am saying is that you’d better be getting as much as you can out of all the time you spend on reporting—by ensuring that you’re communicating the value your agency is really providing to each client. To help you do just that, I sat down with three of WordStream’s in-house account management experts.

Holly Niemiec, Scott Mesite, and Mike Emiliani each work on our Managed Services team, driving positive returns on their clients’ investments each and every month. I spoke with each of them about what it takes to communicate with clients effectively. In the end, we were able to boil down their insights to five essential pillars:

Let’s look at each one in turn and explore how they fit together to yield healthier relationships with your clients.

1. Transparency

We’ll start with transparency, quite simply, because it’s the most important pillar on this list. If your communication with your clients is nothing else, it should be transparent.

“You always, always, always have to tell your clients like it is,” Mike told me. “It doesn’t matter whether you’ve got good news or bad news. Tell them what they need to know, and tell them when they need to know it.”

The importance of transparency is two-fold. Primarily, you need to be transparent because you’re partially responsible for the success of somebody else’s business. You can never forget that you’re spending someone else’s hard-earned money. They deserve to know what it’s yielding—and, perhaps more importantly, what it’s not yielding.

Something to talk about.

Secondarily, transparency is crucial because it gives you more security in the long run. “Bad stuff will always make its way back to the person who’s responsible,” says Mike. “If you make a mistake, get it out in the open as soon as possible. You’ll be better off...
2019 Summer GIF Guide
One quick way to increase your email marketing results: Add a GIF to your message. GIFs can increase click-through rates by 42 percent and conversion rates by 103 percent, according to data from Marketing Sherpa. (Plus, they're fun to send and receive!)

Unfortunately, it can be expensive to buy creative, high-quality GIFs, and creating your own animated images can be frustrating and time consuming.

That's why we wanted to make it super simple for you. Our AWeber designers made these 11 FREE summer GIFs. Download one, two, or all of them, and use them in your summer email promotions.

Not an AWeber customer yet? Create your FREE 30-day account with AWeber right now, and see how easy it is to add one of these GIFs in our Drag-and-Drop message editor.
How to Download Your Summer GIFs
Step 1: Find the summer GIF below that you want to use in your email.

Step 2: Save it to your computer by either right clicking the GIF and selecting “Save Image,” or by dragging the GIF to your desktop.

Step 3: Upload the GIF into your email template.

Related: Everything You Need to Know about Using GIFs in Email
New! 2019 Summer GIFs
Summer Sale GIF

Beach GIF

Camping GIF

Ice Cream GIF (red)

Ice Cream GIF (purple)

Best Summer GIFs
Here are some of our customers’ all-time favorite animated summer GIFs from previous years.
Fireworks GIF

Hot Dog GIF

Watermelon GIF

Wedding GIF

Under the Sea GIF

Summer Sale GIF (red, white, and blue)

(Looking for other AWeber GIF guides? Check out our FREE Valentine's Day GIFs.)
Save a lot of money with AWeber
AWeber has been helping small businesses and entrepreneurs connect with their audiences and crush business goals for more than 20 years. With AWeber, you get 100% of our features with every plan — so you can do more while spending less. Create your free, 30-day account today!The post 2019 Summer GIF Guide appeared first on Email Marketing Tips.
8 Advanced Tips for Advertising on Amazon
According to a survey by Third Door Media, 80% of Amazon advertisers have plans to increase their Amazon advertising spend in 2019. That means the competition is heating up, and it’s time to take your Amazon advertising game to the next level.

Most advertisers start with the basics, learning as they go and adding more advanced tactics to their repertoire over time. The good news is there are several tactics you can start putting to use right away to start getting better results with your advertising dollars. Here are eight ways you can leverage Amazon’s advertising tools and functionality to get more traction from your ad campaigns.

1. Build brand awareness with Sponsored Brands

Formerly known as headline search ads, Sponsored Brands are purchased by about 18% of buyers, according to a survey by Cowen and Co. Because they appear above the Amazon search results, Sponsored Brands ads help advertisers build brand awareness and are useful for promoting multiple products.

How to use Sponsored Brands

Sponsored Brands are ideal for top-of-the-funnel advertising, especially when paired with category keywords or branded searches. Use them to build brand recognition by taking advantage of the opportunity to incorporate a custom headline, your logo, and ASINs. You can also use Sponsored Brands to send clicks to both your storefront and your Products Listing Page.

2. Focus on product-level profitability

You’ll also want to take a look at more granular data by focusing on product-level profitability. Individual SKUs have different profit margins, of course, and it’s essential to understand gross profit on a product level before introducing paid advertising into the mix. This data will show you which products could benefit most from a paid advertising boost, while minimizing your risk.

How to leverage product-level profitability

Analyze product-level profitability to determine which products have the highest and the lowest profit margins before implementing paid advertising. There’s no point in wasting ad spend on products that won’t benefit, so you’ll save yourself some valuable ad dollars by identifying the products that could benefit most.

3. Understand the Flywheel effect

The Flywheel effect is the concept of using paid advertising to generate earned media to drive overall growth. Earned media and paid media are comprised of...
4 Pre-Built Email Campaigns That You Can Use Right Now!
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Email automation is powerful. It lets you connect with your audience around-the-clock, convert leads into customers, turn customers into superfans, and drive serious results. And it does all of this while you’re busy doing other important things, like running your business or watching Game of Thrones.

But there’s one big catch: Your email campaign needs to have the right emails in the right order if you want to reach your goals.

Wouldn’t it be nice if you could import a proven, tested campaign from an email expert into your AWeber account with just a few clicks?

Well, now you can!

New in AWeber! Shareable Campaigns

AWeber has added a new update: Shareable Campaigns. This tool gives you the ability to add another email marketer’s pre-built, successful email campaign into your account in seconds. Think of these automated campaigns like blueprints that you can easily tweak and customize before sending to your own audience.

On the other hand, you can share your best campaigns with the click of a button, too. For each campaign, AWeber’s platform will generate a unique code that you can hand out to others.

No more trying to replicate supermarketers’ email flows or wondering why your series isn’t working. AWeber's Shareable Campaigns feature will help you automate your email marketing faster than ever before.

Here are some ways you may be able to use Shareable Campaigns

Marketing agencies and consultants: Easily pass along important and/or effective email flows to your client’s or team member’s account.

Franchises and teams: Share campaigns across accounts so all messaging is on brand. Emails will share a consistent look (the same templates, imagery, fonts, and colors) and voice and tone.

Marketing experts, bloggers, or educators: Do you teach others how to incorporate email into their marketing funnels? Share automated campaigns with your students or clients so they can get started with email automation.

AWeber Affiliates: Create a Shareable Campaign as an incentive to drive new referrals to AWeber. Simply share your Campaign code with your audience, along with an AWeber sign up link with your Affiliate ID attached. You'll get commissions for anyone who signs up for an account using your link!

(Become an AWeber Affiliate, and receive a recurring 30% commission on...

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Jun 24 2019