Magnet's Weekly Roundup - The Top 6 Questions CMOs Ask Before Hiring A PPC Agency
Happy Friday! To help you gear down for the weekend we have compiled some of our favourite articles from this week, as well as revisiting a previous one from us here at Magnet:
The Top 6 Questions CMOs Ask Before Hiring A PPC Agency
In a highly commoditised market, with literally hundreds of agencies to choose from and very little obvious differentiation, the prospect of selecting a PPC agency can be a very daunting task. To make the challenge easier, we’d suggest you adopt a simple, two phased approach. Firstly, and this may sound counter-intuitive, focus on your organisation and the questions you need to clarify about your needs before going out to market.
Everything You Need to Know About On-Page SEO
It’s a noisy marketplace. How are you optimizing your online presence to make your voice heard? It starts with ensuring you are up to date on on-page SEO basics to provide peak performance for your website and visibility for your target audience. Over the past few years, the on-page “rules” have changed drastically as Google tries to ensure they’re delivering the best results. Now, a standard search result page shows pages that don’t necessary have the exact match query—or keyword—in their title tag or meta description.
Two New Studies Look at What Kinds of Campaigns, Mobile Ad Formats Work Best
Since the birth of advertising, marketers have been trying to figure out how such messaging might work best. This week, two new studies presented at the Ad Week conference in New York City offer a few hints. The Advertising Research Foundation (ARF) released its study, “How Advertising Works Today,” which focused on the best strategy for campaigns in this multi-platform world. It analyzed as many as 5,000 campaigns (depending on the research issue) for TV, print, radio and digital (including mobile) in 45 countries.
The Four Pillars of the Future of SEO
SEO has come a long way from being all about on-page optimization, building backlinks and creating “relevant” content. When I read popular search engine blogs, I notice a definite trend: SEO is moving toward a more inclusive strategy that goes beyond new ways of link building or content marketing. A huge part of present-day SEO practices is brand building and influencing search queries themselves, as opposed to starting with a truckload of keywords and creating content around them. Therefore, while links, keywords, content and site optimization remain the building blocks of SEO, the columns on which the edifice is being built are taking on a different appearance. Let’s see what these pillars are.
Google (finally) Launches Cross-Device Retargeting
Soon advertisers will be able to reach users across devices with Google remarketing campaigns. This is a significant development, as Google has not previously supported cross-device retargeting. For example, currently, if a user comes to an advertiser’s site on a mobile phone, the advertiser is not able to retarget that user later on a desktop, unless they also visit the site on desktop. If that happens, the user is effectively listed twice, and the frequency capping and negative list exclusion is set at the browser or mobile ID level on each device.