We sometimes feel desperate for the platform to innovate and it looks like some new things are being released over at LinkedIn. BuzzMaven has increasingly become a LinkedIn Ads Agency as our client base steered more and more to B2B LinkedIn Ads and Marketing, as well as ABM / Account Customer Match type audience marketing.…
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10x Content / Topic cluster development challenges we see tend to repeat themselves in different organizations… Here’s some that come to mind. Misunderstanding of topic cluster concept as a content structure – stuck in the serial, unrelated blog post workflow, despite the low resulting traffic. Unwilling to tap a domain expert for the creation of…
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One of the big weaknesses of LinkedIn Ads industry targeting feature has been its short list of ~25 industries, except perhaps in Sales Navigator, where 200 or so existed since late 2018. When we were building LinkedIn Ads campaigns, we always dreaded seeing that short list of industries for B2B targeting and being forced to…
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Google Ads Qualifying Questions Reference Currently these are the available questions to qualify your Google Ads Lead Form Extensions as of this post’s date. The answers can be short form or a custom list of choices in a multiple selection list box. You can add up to 5 of these to your lead form extensions.…
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Google really, really, really wants you to use broad match for keywords and exact match for negatives. One of the most common tasks we do (especially with a new client) is to harvest phrases from search terms reports and sculpt keyword lists. We know that these reports are “partial” these days (as of Sept 2020)…
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A Realistic Footing – Not Fantasy – Sets You Up For Success and Guides You Away from Failure As my agency matures, the list of things we must consider before working with clients matures also. We have included such questions as the current base conversion rate of a site for direct, referral and branded organic…
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I would like to simply share our naming scheme for Facebook Campaigns and Ads. We see complete chaos in Facebook accounts more often than not, and much of this confusion could be avoided with a bit of forethought on Facebook ad campaign names. I believe that unless you have your name scheme under control, it’s…
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Are you struggling to get good B2B capabilities and service content from your team of experts to help with SEO? If you’re NOT, you’re the exception – this is a huge problem and one of the hardest tasks in SEO. The problem of course is that experts are busy. They often resent having more added…
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During economic downtimes, such as recessions and the recent pandemic, many companies dial back their Google Ads, Linkedin Ads and Microsoft Ads spends. I think that many are panic-reducing PPC accounts when they shouldn’t, but I understand the need to do “something.” I think much of this is due to a lack of good Analytics…
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A quick walk-through video showing the addition of a Google Ads Lead Form Extension to a Search Ad Campaign. (Note: video opens in a lightbox… if you’d prefer to directly link to it, do that here.) Direct Lead Generation on Google Ads The new Google Ads Lead Form Extensions became available in all of our…
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“We’ll get to those ideas post launch” I’ve been seeing a pattern of misuse of the phrase “Improving UX” as a PowerPoint buzzword to justify unecessary, budget-draining reboots of decent websites. It is my hypothesis that this happens because teams or leadership need to ‘scratch an internal itch” for a new website. New websites give…
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Our Sub-MCC / Sub-Manager Account Setup for PPC Management Setting up Sub-MMCs is a very convoluted process, and there are very few concise instructions on how to do it. So we thought we’d write it. The reasons you do this is to get improved control over the assets in use for each client. Scripts scope,…
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Display campaigns with a single banner design are risky because you have no idea what the potential performance is with no testing. Here’s a quick tip to overcome this without resorting to responsive display ads.
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I’m generous with my time in answering Google Ads question, so never hesitate to contact me – I won’t turn it into a sales pitch.
How to Track LinkedIn Career, Jobs and Life Pages in Google Analytics with GMP Linkedin company pages have sections known as Jobs and Life pages, where companies can post available jobs and lots of information about working there, such as work environment and such. Linkedin provides the ability to track visits on a number of…
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One of my favorite industry documents is the CMO Survey . I always look at it as a decent indicator of where the industry is going and what seems to be driving trends, so I can help clients wisely adjust their own programs with good information. I always look at it from an SEO/PPC point of view, as well as budget related insights.
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If you’re in charge of promoting events on Facebook and you do this with regular posts, you really should reconsider. I’m struck by how often those in charge of promoting events sponsored by organizations with Facebook pages do so with standard posts instead of events. Some do this because it feels “easier” or they are using…
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Responding to reviews should be done with care, however. Here are some tips for businesses who are going to begin responding to these reviews so you can avoid embarrassment and maximize the positive effect on your brand. Never be defensive about negative reviews. Even if the reviewer was completely wrong and is acting like a…
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To those of us who assist clients with growth of Facebook pages or use a Facebook page for our businesses, there may be a less obvious, but serious side effect of this change. The loss of the like-to-invite approach.
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Emphasizing searcher empathy can result in content naturally compatible with Google’s knowledge classification algorithms and as a result, better rank.
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Google Tag Manager Can Simplify Tracking for Franchises and Multi-Location Microsites – With a Single GTM Container In the multilocation SEO world, I encounter many hybrid marketing scenarios where a corporate, central entity runs some brand marketing and the local entity runs other campaigns, usually lead generation, all on consistently designed sites at the subdomain,…
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I do work with large B2B ($100M-$3B) and multi-location B2C clients and have optimized tons of Google Ads campaigns. More than 60% of the Google Ads accounts I am asked to review are wasting much of their budget when I first see them. The waste is not always easy to see, often hiding behind Quality…
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Not ranking well has actual costs, but these are rarely on spreadsheets in financial reports. When a competitor ranks well for a buy-phrase, you lose. This post covers some of the ways you can tell a real SEO expert from a poser.
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There are times when you want to noindex a Shopify page or product, and this tip lets you do this easily with a one time tweak to your Shopify theme file.
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Google is ramping up their Knowledge Pack Q/A program and web users are starting to take advantage of this crowd-sourced program that is very, very visible on the web. This presents a challenge to business owners of course, but multi-location businesses are faced with an even more difficult situation.
DetailsGoogle has made it clear in the past and recently “formally” announced that speed is going to be a significant factor in ranking websites (not just mobile, but all sites) and that just sticking an AMP plugin on your page probably won’t do the trick, but a multi-faceted optimization approach is needed.
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I agree with David Meerman Scott most white papers are pretty lame. I think if most companies looked at analytics for these they’d see few actually reading what they poured hours of work into. The content is too generic and too unfocused on the buyer’s needs. Research has shown that building content and service bundles…
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I love being an in-demand SEO consultant a great deal – but the advice I bring is often unwelcome, even if it is correct. Those impacted by the work required to execute solutions are rarely those will benefit from the improvements directly. It’s just more work for existing, overworked employees. In light of their situation,…
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Scott Clark of BuzzMaven, Inc. has been granted the elite “Google Partner Specialist” status by the Mountain View, CA-based online marketing giant. The program required completion of rigorous exams in Google’s Search, Display, Mobile, Video and Shopping ad networks as well as demonstrated high levels of client historical performance. Google considers the Specialist Partner status…
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Click to see original video GIF files can seriously increase engagement with a Tweet, with minimal effort, especially when they’re right for your audience and relevant to the post that lies beyond. Here are the basics for how to create a GIF file that you can add to your tweets from your source videos.…
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