August 21st, 2013

How could Google Glass change advertising? Well, it was revealed that there might be a “pay per glaze” style of advertising.
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August 7th, 2013

Google announced a few months ago that ad sitelink descriptions were getting an upgrade with the Google AdWords transition to enhanced campaigns. Traditional ad sitelink extensions are links within your regular pay-per-click text ad that can direct searchers to various areas of your website, often times directing them deeper into your site and to more relevant information. Hopefully you already utilize ad sitelinks within your AdWords account, so adding descriptions shouldn’t be too big of an undertaking. If you haven’t applied traditional sitelinks yet, now is the time to do so, along with descriptions. This will provide more information to searchers and also take up more real estate on SERPs in an effort to increase click-through rates. You can see an example below:
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July 24th, 2013

“Video, video, video!” That seems to be all that’s on brands’ minds over the last few weeks after Vine grew in popularity, Instagram announced video capabilities and YouTube introduced new changes. But with the increasing use of mobile, Instagram and Vine have become key players for quick, yet creative video content. Which one is right for your brand?
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July 8th, 2013

In this edition of The Baer Facts, I talk with Kyle Lacy of ExactTarget about Twitter’s new, direct response program.Twitter has displayed “cards” for quite some time. They are the expandable tweets that typically are used to hold photos or Vine videos, like this one from Lowe’s (read more about Lowe’s excellent new Youtility marketing program):


At one time, Twitter cards also included Instagram photos, but after Facebook scooped up Instagram, Twitter eliminated Instagrams showing up in cards automatically, and you now have to click through to view photos posted on that platform. The whole “cards” thing has been much ado about nothing, historically.

The recently launched Lead Generation Cards, however, may change how you think about cards, and might even revolutionize the role of Twitter in your paid social advertising mix.

Easy Email Subscription via Twitter

Vocus Lead Generation Twitter Cards2 Are Twitter Lead Generation Cards the Email Marketers New Best Friend?These cards enable advertisers to upload an image of an offer, and if you are interested in that option, you click just one button and voila! you have signed up. Twitter utilizes the email address you use in your member profile, and delivers that to the advertiser. Think of it as the world’s easiest, one click email sign-up form, as you see here from Vocus.

Lead Generation Cards reduce participatory friction to almost nothing – it’s the perfect balm for lazy but interested consumers, especially those on a mobile device who don’t want to fill out forms.

This is an exceptionally easy program to launch, is reasonably priced, and could be a terrific direct response vehicle for businesses of all sizes. Here’s an excellent post from Hubspot on the step-by-step. I’ll be recommending that our clients interested in email subscription growth try this ASAP, and I’m considering using it to distribute free excerpts of my new book, Youtility, once they open these cards up to individuals/small business.

What do you think of Lead Generation Cards? Worth a shot? Personally, I’m more excited about this than just about anything Twitter has offered on the advertising side.

June 17th, 2013

Advertising is an important part of the lead generation puzzle. Some marketers suggest that you can do without the cost and low returns they attribute to advertising, but done right, advertising is a tremendous tool.
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May 30th, 2013

The online video advertising market saw the greatest percentage increase in spend across all digital formats from 2012 to 2013 according to eMarketer and is set to reach $4.14 billion by this years end. And even though traditional TV will continue to dominate total video ad spending, online is considered to be either more effective or equally effective by about 75% of ad executives polled by BrightRoll in a survey released last Wednesday. Nine out of 10 also thought online video ads had equal or greater impact than display ads. A summary of these findings put together by eMarketer is below.
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May 15th, 2013

There have been multiple studies about the incremental lift in search traffic that Pay Per Click Advertising provides in recent years. I’ve been quoting to clients the Google Study that said that search ads provide 89% incremental traffic. The studies essentially say that when ads are shut off that the natural search results will only pick up for 11% of the lost traffic.
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April 29th, 2013

Pay-per-click (PPC) and social media are very diverse digital marketing approaches. While pay-per-click (PPC) is based on immediate calls-to-action via push marketing, social media is based on brand awareness via pull marketing. Use this to your advantage. Utilize paid search data and metrics to strengthen and support social media marketing efforts. In this sense, they really do work hand-in-hand.
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April 10th, 2013

I will be the first to admit it – Bing and I don’t always get along. But despite our quarrels, Bing has always held a special place in my heart (as demonstrated in this year’s Bing-nerd Halloween costume to the right). I don’t know if it is because they are the search engine underdog,..or if they won me over simply with their ability to consistently pick awesome background photos for
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March 25th, 2013

If you’re like many marketers, you may have wondered about the value of social media advertising on platforms like Facebook and LinkedIn, and even viewed it with a bit of skepticism. You may be asking questions like, Do people actually click on them?, and the all important, $64,000 question, Will I actually see ROI from social media advertising? These are not uncommon questions, but the fact is there’s actually a growing trend towards paid social media advertising. In fact, a recent Nielsen report showed that 75% of advertisers are using paid social media advertising, and 64% are increasing their budgets in 2013. And here at Search Mojo, we have actually seen where social media ads have delivered not only clicks, but conversions.
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