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Category Archives: Marketing

Google Search will remove right-hand side ads on results completely

Share March 9th by

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It’s not a secret that Google likes to experiment with their search results pages, and sometimes they are pretty drastic. You might remember the time when the right hand column on Google was empty and clean – well, it could be like that again pretty soon.

My Google search results for “shoes” today:

Google

 

How could this potentially affect your search marketing campaigns now?

Branded searches will probably remain unaffected, unless you have competed with third-party resellers before. This could be a concern for supermarkets that sell big brands, auto dealers, comparison websites, and anyone who usually bids on brand names that are not theirs.

There might be three to four paid search results at the top of the page now, which could potentially push organic results down – so far there are just two. I’m sure Google would never do anything to hurt organic results, but this is also very important to know for SEO purposes.

Lower number of ad placements available at the top of the page will definitely increase competition, and as a result, will probably increase average CPCs. This might be a concern for smaller advertisers out there, as they will have to compete more with companies that have more money.

Some people have already been served PLA (product listing ads) on the right hand side instead of the regular search ads. PLAs will most likely take permanent residence there. This could be good news for online stores as they could get better visibility on Google Search.

Overall, this change was mostly expected. Mobile Google Search doesn’t have a right-hand side ads equivalent, and Google does their best to unify user experience on desktop and mobile. All we can do now is sit tight and review our current campaigns (ad positions, average CTR, and CPCs) to see how this change might affect us in the nearest future.

What do you think of Google’s latest change? Let us know in the comments!

 

Posted In Marketing

Blunder Bowl 2016: Keith’s Annual Showcase of Best & Worst in Super Bowl Advertising

Share February 16th by

A record $166,666.66 per second for a Super Bowl spot: Money wisely spent or not?

krt 2-16superbowl

Well, it’s in the books: the most expensive commercial forage for brand traction in history took place on the 7th. 30 seconds of airtime fetched a whopping $5 million (a little under a nickel for each of the nearly 112 million average viewers). But here’s who, in this reviewer’s opinion, spent their money wisely and who should have perhaps spent their budget elsewhere this year.

This review is out a few days later than in the past. Having been in the stadium for the live event, I recorded the broadcast and reviewed the Super Bowl commercials during the days following. The added time gave me a chance to get a pulse on reactions from family, friends, the media and other industry experts. This is how I see it.

Of course, it all comes down to ROI. Create a unique spot that’s on target; employ a broad-based pre-bowl social media campaign; include a strong call to action, and wham, you’re a media hero. Miss the mark or stumble in your execution, and your over $5 million investment is only going to cause your corporate board or shareholders to question the spend.

Clearly, the result of the game itself was a defensive win. In my opinion, the only offensive move relevant to this year’s Super Bowl was the gross waste of dollars on, perhaps, the most lackluster slate of commercials served up during the broadcast in the past couple of decades. Apparently, I’m not alone in my opinion. “Same old, same old,” said Andrew Essex, former vice chairman of advertising agency Droga5. “Celebrity, silly and deadly serious seems to be the new formula.” (more…)

Posted In Advertising

Why is Programmatic a Solution to Recruitment Advertising?

Share February 3rd by

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Source: blog.bonadza.com

As one of the key buzzwords of 2015 and 2016, just about every marketer and recruitment professional has heard the term “programmatic.” But as you dig deeper, you’ll see that the industry is still defining the term, how it works, and the key benefits.

In an attempt to give some meaning to the buzzword of the moment, we have compiled the spark notes of what programmatic means, how it works, and most importantly why it is making an impact.

What is Programmatic Advertising?

To put it technically, programmatic advertising is a data-centric recruitment advertising process, utilizing machine-to-machine communication to purchase online job ads in real time, based on preset rules and targeting on a pay-per-click (PPC) or pay-per-app basis. (more…)

Posted In Advertising

5 Best Practices to Optimize Email Campaigns

Share January 27th by

email marketing

Source: EmailMonday.com

Email marketing is a great tool to communicate with your audience and stay top of mind. It’s also a great resource to generate warm leads. But in order to do this, you must first get your readers to open your emails and click through. Here at KRT Marketing, we’re obsessed with open- and click-through rates because they give us more opportunities to convert readers to leads.  They also help power other marketing efforts by providing data insights.

Whether you’re just getting started or you’ve been doing it for years, here are five components to consider when sending out a campaign.

1. Subject Lines

Why It’s Important: You need to grab the reader’s attention. Your subject line is what your recipients will see before they open your email. An optimized subject line will capture your audience’s attention.

How to Optimize:  Try to personalize the subject line as much as possible and use persuasion. Include the recipient’s first name or the name of their company. Also try to use action words, like “join us” or “download.” You can also visit this free subject line rating tool, SubjectLine, to score subject lines and get recommendations on how to improve your score.  We also love A/B testing different subject lines with the same email list to analyze which performs better.

(more…)

Posted In Marketing

New! Self-Service Instagram Ads on Facebook

Share January 20th by

When Facebook acquired Instagram back in 2012 for a cool $1 billion, they not only bought into a built-in community that, today, has more than 400 million monthly users, but also grew to include a new advertising platform.

Last year, Instagram users shared over 40 billion photos, (that’s 80 million photos a day), making it the leader in photo sharing not only in the US but around the world. It’s true that 61 percent of Instagram users are millennials, so if you are trying to recruit them, you’ll have to learn the language. This is a great opportunity to reach college graduates for entry level positions with just an image, a few words and a clear call to action.

instagram ads

Facebook has made it easy to set up your Instagram ads using the same targeting options, pricing model and objectives. However, using the self-service Facebook platform to create the Instagram ads limits their exposure in that they will only appear to people using the Instagram app on iOS and Android devices, so your landing page better be mobile optimized.

Here are some of the components of an Instagram ad and what you need to get started using Facebook’s Power Editor or Business Manager. (more…)