When you work for a digital marketing agency, your clients expect you to push the envelope, to develop new ways of generating brand recognition and attracting qualified leads. Last year, savvy Google Ads administrators did just that when they “discovered” a “secret” match type – Phrase Match Modifier. GrowthEngine Media is currently testing this new tool in select clients’ campaigns.
Keyword match types control when Google displays your paid search ads in search results. Google Ads’ default match type is Broad Match. Using this setting, your ads may display on queries that include misspellings, synonyms, related searches, and other variations of your match phrase. Broad Match shows your ad to as wide an audience as possible.
More advanced match types include broad match modifier, which only shows ads on searches that include specific words and their close variants; phrase match, which shows ads on searches that match a phrase or close variations of a phrase; and exact match, which shows ads on searches that exactly match the words in a phrase, though not the order.
Phrase Match Modifier is the fifth and most recent match type. It allows Google Ads administrators to combine keyword phrases with modifying words not in that phrase.
The new match type is extremely effective “when the order of specific words has a large impact on intent (e.g., free care vs care free), but you want to add modifiers, like a city name, that do not require a specific order for semantic relevance,” explained Search Engine Journal’s Ian Sherk in a March 2018 article.
As a Google Premier Partner digital marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media eagerly embraces opportunities to improve our clients’ paid search strategies. Our Google Ads team will introduce this new control more widely over the coming months.
While the steadfast pillars of search engine marketing (SEM), search engine optimization (SEO), and social media marketing (both paid and organic) will remain essential to every digital marketing agency in 2019, new opportunities are also expected to materialize. Last week, Digital First Media’s chief digital officer Chris Loretto, writing for Marketing Land, highlighted some potential growth areas for the New Year, including:
As traditional cable subscriptions decline, televisions that connect to the internet are becoming increasingly popular. Growth of connected TV advertising doubled in 2018 as consumers purchased smart TVs, Apple TVs, Tivos, Rokus, and other connected devices. In Q2 2018, connected TV accounted for 38 per cent of video ad impressions, more than mobile. With usership expected to reach 190-million in 2019, savvy marketers will seek out opportunities to reach customers via connected TVs.
Instagram Stories are a massive hit. Now, Facebook is hoping for another win with Instagram TV (IGTV), Instagram’s long-form video platform that allows users to broadcast up-to one-hour-long videos. It’s difficult to envision many users transitioning to IGTV from YouTube, but if the platform attracts even a modest user base, it will be an opportunity for every brand and digital marketing agency to repurpose existing long-form video marketing content.
Is 2019 the year augmented reality (AR) and virtual reality (VR) earn wider adoption? Loretto thinks so. He believes brands will follow Wayfair, IKEA, and Sephora’s lead and embrace AR advertising and marketing experiences.
“We will no doubt see advertisers continue to push the boundaries of AR innovation in the coming months,” he writes.
Visual and Voice
With smart speakers and digital assistants accounting for a larger-than-ever percentage of search engine queries, SEOs are already keenly aware of the rise of voice search. Visual search will also gain ground in 2019, as Google, Bing and Pinterest push their existing capabilities. Marketers will have to work hard to stay on top of these trends and ensure their clients’ sites are optimized for traditional search and beyond.
As a Google Premier Partner digital marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media is ideally positioned to help you navigate the evolving digital marketing industry throughout the New Year.
Image source: Epic Fireworks/Flickr
The past twelve months have seen significant events in domestic politics, international affairs, the environment, and a handful of other areas, including digital marketing. With 2018 coming to a close, now is the perfect time to reflect on some of the major developments affecting the digital world.
Facebook had a terrible year. In March, the Cambridge Analytica scandal graced front pages around the world. In December, the New York Times unearthed yet another massive privacy breach. The months in between were freckled with stock price declines, senatorial hearings, and a series of additional controversies. At year’s end, the company has shed billions in market value and is massively distrusted by the public.
Mounting suspicion. Facebook isn’t the only tech company being eyed with suspicion. Twitter and WhatsApp, along with Facebook, have been implicated in the international spread of ‘fake news,’ propaganda, and hate speech. In October, Google announced it would shutter Google+ following a significant data breach. Apple admitted to throttling old iOS devices to stunt performance. Even as technology becomes increasingly ingrained in public life, trust in major tech companies is waning.
Unwavering commitment to digital marketing. Despite growing mistrust of the largest tech firms, advertisers have continued to throw money their way. Digital ad revenues surpassed 50 per cent of total ad spending in the United States this year, and digital ad revenue is forecasted to reach an all-time high of $106-billion. Facebook remained the biggest beneficiary of social media advertising dollars, with Instagram accounting for the bulk of increased spending.
New advertising approaches. Advertisers invested in a range of novel digital marketing approaches in 2018, including immersive marketing (virtual and augmented reality) and influencer marketing. Expect these trends to continue in 2019, alongside increased investment in video marketing, voice search optimization, and mobile efforts.
As a Google Premier Partner digital marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media would like to wish all our clients a productive and successful New Year!
Each year, as internet users’ search habits change, every webmaster and SEO agency must develop new strategies to ensure their websites remain highly visible to target audiences. This New Year will be no different: user behaviours continued to evolve in 2018, as searchers relied less on text search, more on voice search, and steadily migrated from desktop to mobile.
Writing for Search Engine Land last week, BrightEdge CEO Jim Yu provided several useful tips for capitalizing on users’ shifting search preferences.
Understand your audiences. The better you as an SEO agency understand your customers, the more likely you will be to create online content that resonates with them. Yu advocates for creating audience personas that provide “a framework from which to ideate, create, optimize, distribute and promote” the content you spend so much time building. A thorough understanding of your customers will also enable you to provide more personalized experiences, a factor that internet users have come to expect.
Leverage AI-enabled data. Every visit to your website, every click on a Facebook post or impression on a blog article, generates useful data that can be analyzed and put to use creating more efficient and effective campaigns. Artificial intelligence and machine learning have made analyzing that data more accessible than ever.
Toot your own horn. These new troves of data don’t only show areas for improvement and opportunities for optimization; they also show where your campaigns are successful. Leverage this data in reports to your clients! Let them know that you’re putting in the work and delivering the results they pay for.
As a Google Premier Partner digital marketing and SEO agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media has the unique ability to ensure that your website is seen by the right audiences and the right time.
In September, Nike launched a marketing campaign featuring blacklisted NFL quarterback Colin Kaepernick and the pseudo-motivational tagline: Believe in something. Even if it means sacrificing everything. The controversial strategy shocked investors – and some digital and social media marketing professionals – and inspired calls for a boycott, but within weeks online sales had jumped by more than 30 per cent and stock prices reached an all-time high.
As Marketing Land contributor Matt Crush explained in a recent article, the Kaepernick campaign was a risk, but not an uncalculated one. Nike knows its customers and believed a political statement would encourage brand loyalty. Following the campaign’s release, purchasing Nike products became a political statement.
In a polarized society, marketing professionals must carefully consider when and if to make political statements. Speaking out on controversial issues is risky – but so is remaining silent.
“The emerging consensus among marketers is that in the current climate brands are no longer able to “remain on the sidelines” and are compelled to stake out positions on controversial social issues,” writes Greg Sterling in a separate Marketing Land article.
The digital marketing sphere presents ample opportunity for brands to establish a political voice. Many companies use social media marketing to support important causes or raise concerns about troubling issues. Others rely on their company blog or newsletter to broadcast social values. Both scenarios offer the necessary space to communicate nuanced opinions – no such flexibility exists with paid search or paid social ads.
As a Google Premier Partner digital and social marketing agency with access to valuable insights on Google’s preferred practices, GrowthEngine Media aims to be an adaptable and reliable partner for our clients. In addition to our deep expertise in paid search, social media, SEO, and content management, our team can provide guidance and advice for navigating controversial social issues.