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Pete Stafford

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Riding the Voice Search Wave to Enhance Your Online Marketing Strategy

Posted by Pete Stafford on August 21, 2019 at 3:59 PM

The future of voice technology promises endless possibilities, and one thing is evident at the moment: voice search technology is gaining popularity among consumers with advanced voice assistant devices. Similarly, there is a driving need between companies to establish voice search strategies to add value to their digital marketing plans. This five-minute read covers everything from the state of the technology at the moment to how you can transform the way consumers search for and locate your brand.

Brands are finding more reasons to adopt voice strategies. The emerging technology will keep growing and changing the way optimization is done. Thus, establishing efficient strategies could earn you more traffic while improving your customer experience.

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Topics: Voice Search

Simple Tips for an Effective Legal PPC Campaign

Posted by Pete Stafford on March 20, 2019 at 3:34 PM

The keywords "lawyer" and "attorney" are some of the most expensive in the PPC business. That means every misstep in your next ad campaign can cost your firm hundreds or thousands of dollars in missed leads.

That doesn't mean you shouldn't use PPC ads — they're one of the most effective ways to reach potential clients when they need you most. Follow these tips to design your next campaigns right down to the granular details so clients find you at the right time and place.

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Topics: digital advertising, target audience, lead-gen, ppc

Which Is the Best Online Advertising Strategy: PPC or Social Media?

Posted by Pete Stafford on February 26, 2019 at 3:53 PM

Today, marketers are forced to navigate more advertising platforms than ever before and deciding where to allocate budget has become increasingly challenging. However, the success of your online advertising strategy relies on your ability to choose wisely.

Two of the most common types of online advertising are pay-per-click (PPC) advertising and social media advertising. To help you make the most of your budget, we're going to delve into the benefits of each strategy.

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Topics: digital advertising, social media, targeted display advertising, ppc

Promoted Content Strategy 101: Building a Solid Foundation

Posted by Pete Stafford on February 4, 2019 at 9:32 AM

A promoted content strategy is typically the part of your marketing plan that involves advertising on social media to connect a specific audience with a piece of content. A coffee shop might invest in promotion for a blog post detailing seasonal offerings on Facebook, while an event planning service might choose to promote Instagram videos showcasing a recent social occasion

There are plenty of options for this type of promotion — and if you're not sure what's best for you, you're not alone. Here are some basic tips to help you get started.

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Topics: Content Marketing, social media, boosted posts

The Evolution of Content Marketing: A Brief History

Posted by Pete Stafford on December 11, 2018 at 12:56 PM

Bill Gates wrote an essay titled "Content is King," and wrote, "Content is where I expect much of the real money will be made on the internet, just as it was in broadcasting."

More than 20 years later, much of the online world has changed, but content is still driving the online engine, with social media largely leading the way. Though it's only one piece of the landscape, content marketing has changed significantly in the last several years.

Let's take a quick look through the last two decades to see where content marketing has been, where it is now and, perhaps most importantly, where it's going.

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Topics: Content Marketing

Google Responsive Search Ads: Everything You Need to Know

Posted by Pete Stafford on September 27, 2018 at 2:25 PM

After a beta launch in May, Google's responsive search ads are now available through its advertising platform. This new product is designed to offer the size, customization and flexibility that today's businesses need when crafting messaging for their unique target audiences.

This new search ad solution can now deliver tens of thousands of feature combinations, which means there are nearly endless ways to optimize the tool to produce better results. Here's a brief guide on what responsive ads can offer your business marketing efforts.

What Makes Responsive Search Ads Unique

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Topics: Paid Search Engine Marketing, Digital Marketing Strategy, Marketing Strategy

Retargeting Your Visitors: How Marketers Can Work Around Google's 'Mute This Ad' Feature

Posted by Pete Stafford on July 26, 2018 at 10:18 AM

Digital marketers understand the value of a retargeting strategy, encouraging those who are already on the brand discovery journey to read more content and convert into a customer.

Research cited in Business 2 Community shows that retargeting ads have a 76 percent higher click-through rate, and it makes sense that you would want to reach people who have already expressed initial interest, or at least curiosity, about your brand.

But Google's Mute This Ad function, which lets users hide ads, is being rolled out more aggressively to remarketing ads, which Google refers to as reminder ads. Plus, it will let users know that they've been retargeted.

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Topics: Retargeting and Remarketing

The Google Chrome Ad Filter: What Marketers Need to Know

Posted by Pete Stafford on June 5, 2018 at 11:25 AM

Ads are designed to command attention, but sometimes the disruption can feel intrusive or overwhelming. Google realized this and in February of this year, they launched an ad filter for Chrome users that was designed to improve the user experience.

This is good news for quality advertisers, ethical publishers and irritated web users. We all want better experiences on the web and Google is taking steps to reduce annoying content by removing ads from any website that doesn't follow the Better Ads Standards created by the Coalition for Better Ads.

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Topics: Digital Marketing Strategy

AdWords vs. AdSense: What Makes Them Different, and How to Use Them

Posted by Pete Stafford on April 26, 2018 at 2:04 PM

It's hard to blame anyone who confuses Google AdWords with Google AdSense. The two services have similar names, and they even serve different sides of the same advertising coin.

But before you take advantage of either of these valuable marketing resources, it's important to understand the advantages of AdWords vs. AdSense, and how each platform can benefit your marketing strategy. When utilized correctly, both platforms can help brands optimize their ad spending and even generate revenue to fund additional campaigns. Here's a look at how AdWords and AdSense can help your business raise its standard for digital performance.

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Topics: Paid Search Engine Marketing

What is Retargeting? How Does It Improve Your SEO and SEM Strategy?

Posted by Pete Stafford on March 15, 2018 at 11:40 AM

Your client sells pizza, but it's not just any old pie. They've created a buffet of gourmet toppings, imported cheeses and homemade sauces that allows customers to build the most unique flavor combinations known to carb lovers anywhere. You know there are plenty of hungry customers out there, so you decide to use retargeting to corner the market on all those "pizza near me" local searches.

So what is retargeting, exactly — and how does it improve your SEO and SEM strategy?

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Topics: Retargeting and Remarketing, Paid Search Engine Marketing, Search Engine Optimization (SEO)

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