Wednesday, May 28, 2014

Is Your Social Media Marketing Program Prepared for the Future?

Google+ is the “walking dead.” Investors are nervous about Twitter’s long-term prospects. Will teens still be on Instagram in five years? Over the last several weeks, industry insiders, analysts and the media have speculated about the future of several of the social network giants.

Every day, the social media landscape shifts. User tastes change. Startup tech companies emerge to disrupt the giants. The giants change their strategy overnight. All this uncertainty and rapid change may have digital marketers scratching their heads and, frankly, a little bit worried. After all, they’ve invested money and resources into building social media marketing programs to attract new clients and build loyalty among existing customers.

Companies and brands may be wondering how to manage their social media programs, especially when the future seems uncertain. Here at DBE, we understand the anxiety. We’ve just published a POV for digital marketers who might be wondering how – and how fast – to adapt their social media marketing strategy in the face of the latest industry changes.

Here are a few questions the POV answers:

  • What does the latest “news” about social networks mean for my current digital marketing strategy?
  • Am I wasting money and resources by building a presence on them now?
  • How do I future proof my social media investment?

So stop scratching your head. We have good news: with the right focus, your investment is secure. To download this POV please e-mail us an inquiry at: info@digitalbrandexpressions.com

Tuesday, May 06, 2014

Getting “Negative” To Get Positive Results With Your Paid Search Program

When it comes to optimizing a paid search account, one of the most effective and impactful ways to improve account performance is to have a negative keyword strategy. A negative keyword is a keyword match type that allows you to filter out or prevent your ads from being served when searchers use keyword phrase(s) that don’t align with your campaign’s product or service. Some of the main benefits of including negative keywords in your accounts are:
  • Increase in spend efficiency - Avoid click costs from non-relevant keyword(s) and allow more budget to be available to your higher-performing keywords.
  • Improve conversion rates and lower cost-per-conversions - With more budget available for higher-performing keywords you should see conversion rates improve and cost-per-conversions decrease.
  • Increase in click-through rate - Eliminating irrelevant search terms will improve ad relevancy and thus the click-through-rate. 
To learn more about the importance of negative keywords when it comes to paid search, download our “Getting ‘Negative’ To Get Positive Results With Your Paid Search Program” POV (Point of View).

To download this POV please e-mail us an inquiry at: info@digitalbrandexpressions.com.