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Articles by Ilya Cherepakhin
How To Use Slack Effectively: 10 Tips To Increase Productivity Original
Few brands, like Google, have become commonplace words in our everyday language. Slack is one of the other few that has been awarded this honor. While one teammate googles tips to figure out a snag, another slacks with a heads up that the solution is in pursuit. For many, Slack has overtaken email as the dominant means of communication. And just like some wrestle with unmanageable email inboxes, many others are trying to tame their Slack.
Google’s New Ad Insights Feature & 7 Tips For Competitive Ad Research
Reviewing competitor ads is an essential part of ad text creation or QA for any marketer. And after locating the ads, it is key to have a systematic approach to analyzing them. For paid search, this has historically been especially time-consuming. It has been necessary to use third-party tools – like Semrush, SpyFu, or Google’s Ad Preview tool, which all tend to rely on sample data and often do not yield comprehensive examples. Well, with Google’s latest features, those days are over.
6 Steps To Prioritize Natural & Paid Search In A Holistic Search Strategy
The synergy between paid search (SEM) and natural or organic search (SEO) remains a popular topic due to the many benefits a business can experience from their synergies. From leaning on organic results to offset paid search costs to using paid search targeting settings to tailoring results to distinct audiences, opportunities abound for organic and paid search synergy.
6 Remarketing Campaign Mistakes You Must Avoid
Improve your PPC campaign performance through remarketing, but be mindful of these six considerations to avoid common pitfalls. Alongside any PPC effort, it is worth setting up a companion remarketing campaign. Too often, campaigns target all users with the same ads and the same bids – users who are seeing your ads for the first time and those who have seen them before, or those who have already visited your site through another channel.
Here's How Meta Is Changing Facebook Ads Targeting For 2022
January 19 – save the date! Meta has announced that audience targeting changes are coming to Facebook ad campaigns. In response to industry pressure, Facebook parent brand Meta is holding up to its earlier promise and will scale back advertiser targeting settings. This is also indicative of a broader trend. On one hand, a high degree of targeting precision supports creating highly personalized experiences, which allow for relevant and valuable user interaction.
Facebook Ads vs Instagram Ads: 6 Key Considerations For Budgeting
Where should you allocate your social ads budget, to Facebook or Instagram? Learn how to evaluate based on your goals. Despite the rebranding at Meta – the company formerly known as Facebook – advertising options on Facebook and Instagram are expected to remain as we know them for the foreseeable future. One hopes that the recent attention from public hearings will encourage the company to address its shortcomings.
8 TikTok Power Features & Benefits for Digital Marketers
Why should you invest resources and budget into a TikTok strategy? Here are 8 great reasons that might convince you. It’s been just about a year since TikTok’s ad management platform launched. If there were any skeptics about TikTok’s potential as an online advertising platform, this past year’s growth has dispelled all doubts. So you know TikTok deserves a piece of your marketing. But why invest resources and budget into a TikTok strategy, other than because everyone else is doing it?
10 Ways Ads End Up in Facebook Jail & How to Avoid It
Want to stay in Facebook's good graces and keep your ad campaigns on track? Here are 10 things to work through before launching your next campaign. While Facebook is seeing mounting pressure to better monitor its content and accommodate news outlets in how articles are shared, that has not deterred businesses from relying on Facebook as a key part of their digital strategy. In fact, eMarketer and Business Insider expect Facebook’s ad revenue to continue growing throughout 2021.
Google Pay Becomes Google Plex to Manage Your Day-To-Day Finances
Google’s quest to organize the world’s information has taken a new twist. It may now include your finances. Just before Thanksgiving, Google announced that in early 2021 it will allow its Google Pay app users to open bank accounts through a partnership with 11 banks. In parallel, Google is introducing several upgrades to its core Google Pay services. Together, these developments position Google as a player to reckon with in the cashless payment space.
22 Gmail Hacks: Turn Your Inbox Into a Productivity Powerhouse
How often do you look around Gmail’s settings? The treasure trove of time-saving and productivity-enhancing features is well worth your time. Between some latest enhancements and older yet seldom used aspects, here are 22 reasons for you to look under the hood. 1. Install the Gmail App Go through the trouble of downloading the dedicated Gmail app on your mobile device.
Why It’s Time to Plan Your Digital COVID-19 Recovery & 3 Ways to Do It
Every day brings more worrying news about the effects of the Coronavirus onto our communities and, with that, to businesses big and small. While some are fortunate to pivot their businesses to delivery, call-in or virtual service models, most are less so. Still, as much as it is tempting to board up a storefront until better times, that need not be the case with your digital strategy.
4 Ways to Make Your Smart Bidding Smarter
How and how often do you optimize bids? The ideal frequency depends on: Campaign goals. The amount of data available to your ads and keywords. Competitive landscape. Still, it is safe to say that a regular bid review is needed. Thankfully, with all the automation solutions, bid management can be systematic. Advertisers quickly get access to the same engine features. That is not to say, though, that automation can take all aspects of bid management decision making off your hands.
Understanding BERT’s Implications on Paid Search
By now, you have probably heard of Google’s most recent update. BERT, affecting 10% of U.S. English searches is one of the largest algorithm changes in a while. So far, the analysis of BERT’s implications has entailed impact on natural search and strategy for organic search result optimizations. But if BERT is an organic algorithm change, does it mean that only SEO should be considered? Don’t forget to also think about what BERT means for your paid search approach.
Avoid Targeting Pitfalls & Save Budget with 7 Paid Search Best Practices
So you have a budget. Keywords and ads are ready to go. Ready to launch? Not quite. Or maybe you are planning a Display Network campaigns, finally determined all audiences and demographics to use. Before you finalize your strategy, you should be aware of some targeting considerations that can make or break the success of any campaign. Strategically speaking, SEM targeting settings fall into two categories: Those that impact the user experience. Those that influence budget.
Google Marketing Live Day 1: Everything You Need to Know
The moment we’d been waiting months for finally arrived yesterday. More than 5,000 marketers descended upon San Francisco, eagerly anticipating what Google will unveil at this year’s Google Marketing Live conference. We were not disappointed. From more than 10 product releases and new data features, Google is shifting search into a new direction. Anticipate, smart, machine learning and responsible were the buzzwords of the day. Each innovation and beta touched on at least two of these themes.
Structure Best Practices: How to Create Your Campaigns & Ad Groups
Account structure is a critical element for ensuring paid search success. Adopting structure and group best practices ensures that keywords, ad messages, and landing pages are aligned with the business’s objectives. An effective structure is deeply connected to your marketing strategy and business needs. One should also think beyond the initial setup and create a nimble structure that will allow for efficient ongoing maintenance and scaling campaigns with the business evolving over time.
How to Upgrade Your PPC Reporting Process to Avoid Common Traps
Whether you work in-house or agency side, heavily rely on automation or go the bespoke route, you’ll probably agree that reporting is a necessary evil. Teams that prepare them dread them. Those who receive prefer to skim or have someone explain them. But why? Surely there can be a better way. Let’s consider five ways how to make paid search reporting into something that everybody can look forward to. 1. Tailor the Information to the Audience Do you have a report template? If so, great.
PPC Geotargeting Best Practices Guide
Why is geotargeting so important? It brings many improvements to scaling efforts, budget optimization, reporting, and aligning insights with other marketing channels (both digital and non-digital). No matter the scope, any paid search strategy is incomplete without geotargeting considerations. Whether a paid search effort has a big or a small budget, awareness or direct response as a goal, has been running for a while or is launching for the first time, geotargeting is a key element to review.
How to Balance Search Ad Best Practices & Machine Learning Innovation
We sure have many ad options these days. Responsive Search Ads (a.k.a. RSAs). Expanded Text Ads (a.k.a. ETAs). Improved Expanded Text Ads. And many of us still rely on the old standard ads because they continue to outperform the new kids on the paid search advertising block. How do you get your arms around this, you wonder, with a scalable strategy that supports broader targeting and testing objectives?
6 Strategic Areas to Consider Before Launching an SEM Campaign
Let’s imagine a dream scenario: you have approved budget for a new, high profile campaign. Everyone is excited. You relish the opportunity to show how paid search is the perfect channel. It’s efficient and targeted. But wait a minute. There are a few questions you should ask yourself to make sure you’re positioned for success. Whether you are an in-house marketer or work agency-side, raise these six points with your planning teams.
Top 10 Advantages of Facebook Marketing for Your Business
Have you heard that social media advertising doesn’t drive results? Or that advertising on Facebook isn’t worth it anymore with the evolution of other social platforms? If so, think again. What follows are just 10 reasons why you should include Facebook in your marketing mix – highlighting its key differences versus other social media platforms and advantages against other digital channels. 1. Reach a Wide Audience Undeniably, Facebook offers advertisers one of the largest user bases.
6 Remarketing Campaign Mistakes You Must Avoid
Seek Scale Don’t Just Sell – Cross-Sell & Up-Sell Think to Exclude Go Long Synergies with Other Channels Extra Budget Not Required For mature efforts, remarketing or RLSA efforts are often considered to take them to the next level. Success stories abound across industries with how these strategies improve efficiency by enhancing conversion rates. That said, as you consider rolling out remarketing, bear in mind these common mistakes. 1.
6 Steps To Prioritize Natural & Paid Search In A Holistic Search Strategy
The synergy between paid search (SEM) and natural or organic search (SEO) remains a popular topic due to the many benefits a business can experience from their synergies. From leaning on organic results to offset paid search costs to using paid search targeting settings to tailoring results to distinct audiences, opportunities abound for organic and paid search synergy.
A Complete PPC Marketing Guide for Beginners
If you’re new to the world of paid search, it can be overwhelming. Pay-per-click (PPC) marketing – also known as search engine marketing (SEM) – is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. There are so many: Advertising formats: Text ads, Responsive text ads, Video ads, Image ads, Call-only ads, and so much more! Ad networks: Google AdWords, Bing Ads, Adroll, Gemini, etc. Terms and acronyms: Quality Score? Ad Rank? CTR? ROAS?
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