What You Can Learn From My 5 Job Search Mistakes

Job searching is never easy. Many people would even say that it’s harder than working. While you’ll likely be on the hunt many times in your career, it doesn’t have to be so laborious.

In this blog, I’ll show you five mistakes I made during my job search and what you can learn from my mistakes to improve your own search.

1. Don’t Treat the Job Search Like a Chore

It was before noon and Earl Grey-flavored ice cream was melting in my hands. After a morning interview, I had decided to reward myself with a cone from Denver’s famous Little Man ice cream. While I would never advise against ice cream, this indulgence represented my first mistake, which was to treat the job search like a chore. As a recent college graduate, the job search overwhelmed me. Each application and interview were used as an excuse to treat myself: from ice cream to reality TV breaks to naps.

Looking back, I was the most productive, and sending out the strongest applications, when I incorporated the job search into my routine: wake up, make a slice of peanut butter toast, open my laptop to work on the latest round of resumes and cover letters. Thinking about applications as just another necessary part of my day, and not something that always required a reward, gave me the discipline and focus the submit three or four applications a day, instead of one, or none.

2. Don’t Get Distracted

Before I ate breakfast every morning, before I started the day’s round of applications, even before I got out of bed, I would check my phone. An entire hour or two slipped by while I scrolled through Facebook, Snapchat, Instagram, Twitter, even Venmo, seeing what my friends were up to. While social media can help the job search, it can also distract from the focus on your own journey.

Even before I graduated, I was surrounded by distractions. It seemed that every one of my peers had a job lined up. Everyone except me, that is. Spending the summer looking through what seemed to be endless photos of happy hours after work and new lives in new places made me want to give up.

Social media is the best version of ourselves but it is never the whole picture. As my job search continued, I decided to focus on my own life and goals instead of obsessing over my phone screen. It wasn’t always easy but turning off notifications and going for a long walk energized me more much more than an hour on Instagram.

3. Don’t Be Afraid to Ask for Help

In my effort to disengage from the virtual crowd, I reached out to create more connections in real life. While meeting alumni from my university, friends of friends, and friends of friends of friends, I learned to let others help you. Being honest about my successes—an interview, yes!—and failures—no, I hadn’t heard anything back yet—wasn’t always easy. Most of the time I wanted to grit my teeth and smile and say everything was fine.

Help and opportunity can come from surprising places. Making myself vulnerable and expanding my circle meant that many other people besides me were invested in my job search. I was lucky—someone that I met at a barbeque gave me the lead that led to my current job.

4. Don’t Forget to Say Thank You

An important part of my expanding circle that I overlooked was the people that were interviewing me for jobs. In the thick of the search, I thought of the people I met at interviews as either potential bosses and coworkers—and when I was rejected, I thought of them as people I would never see again. This negative mindset made me negligent about sending thank you and follow-up emails. I didn’t realize that everyone is a potential connection. 

Being gracious in the face of rejection keeps a door open. An email or call thanking an interviewer for their time and consideration could be the difference between a company keeping your file, or tossing it.

5. Don’t Forget You’re in Control

Out of everything I learned, this last piece of advice was the hardest to accept. It isn’t something I realized, it was told to me, one afternoon, while I was staring at my laptop, wondering when I should start applying to waitressing jobs. A friend interrupted my silent crisis, asking how the search was progressing. When I told him that I was still waiting to hear back from several companies about interviews and offers, he frowned. That’s what they’re doing, he said, but what about you? What opportunities can you create?

He was right. I felt powerless waiting for other people to make decisions about me, but during the job search, I had a power I didn’t recognize: it wasn’t only their decision, it was mine. What job I applied to, the number of applications I sent out, the amount of research I put into careers and companies; all of these factors I had control over much more than I realized.

My job search was challenging but it was also rewarding, and not just because I ultimately found a job. It made me reconsider my view of myself and my career path. I entered the process with the naivete of a recent graduate and while it seemed to take a long time, I was lucky to find a job relatively quickly. Although I’m no longer in school, each mistake and stumbling block turned out to be a chance to grow and learn.      

What have you learned throughout your job search process? How has your strategy changed over the years? I’d love to hear about your process. Tell me about it in the comments!

Marketing National Roadshow Promo

The post What You Can Learn From My 5 Job Search Mistakes appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://feedproxy.google.com/~r/modernb2bmarketing/~3/ZCxwCpCnvpQ/can-learn-5-job-search-mistakes.html

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How To Setup An Apple Search Ads Campaign

Since launching in October 2016, Apple Search Ads has become a huge force in the app download world.  Apple Search Ads ranks directly behind Facebook and AdWords in total non-gaming app downloads.  In April, Apple Search expanded into three new English speaking storefronts: United Kingdom, Australia, and New Zealand.

 

Within a year of launching, Apple Search Ads has established itself as a platform that you should be familiar with if app downloads are the goal.  The following steps to launch a campaign will help identify the unique benefits and drawbacks the platform presents.

 

The first step is to set up an account and obtain the necessary permissions to promote the app you are working on.  In an agency situation, the client would typically be the owner of the account with admin permissions given to the agency to promote the app within the account.

 

Create campaign to promote an app

 

The first step is to set up an account and obtain the necessary permissions to promote the app you are working on.  In an agency situation, the client would typically be the owner of the account with admin permissions given to the agency to promote the app within the account.

 

Creating a campaign begins with selecting which app you want to promote using a search bar in the interface.  After selecting the app you are working with, the storefront for the campaigns must be chosen.  The current storefronts offered are United States, Australia, New Zealand and United Kingdom.

 

The next steps are naming the campaign and setting campaign budgets and daily caps.  The campaign name should be decided using a consistent, informative naming convention.  Setting the budget will decide the total amount to be spent over the course of the campaign.  Setting the budget is mandatory during the initial campaign setup, but the budget can be adjusted at any time.  The daily cap is the maximum daily spend for the campaign.  The search ads will turn off when the daily cap is reached and will resume on the following day if there is still budget left for the campaign.

 

Following daily caps and budgets, invoicing information must be added to the campaign.  Budget order and standard invoice are the two options available for invoicing settings.  The budget order links budgets across multiple campaigns with one single invoice sent for all campaigns included.  The standard invoice option will deliver an invoice for each campaign separately.

 

The last campaign level setting is Campaign Negative Keywords.  It is recommended that only a few basic Campaign Negative Keywords such as “free” be added to avoid significantly limiting ad performance.

 

Ad Group Settings start with Ad Group Name, Device, and Ad Scheduling.  Device setting will autofill if the app you selected was developed for a specific device.  Ad scheduling allows for control over the start and end dates of the ads in the ad group.  The optional ad scheduling feature called Dayparting gives the advertiser control over the times throughout the day that ads will run.

 

Ad group settings

 

The Ad Group bid setting Default Max CPT is similar to Max CPC in AdWords.  Default Max CPT is required to setup the campaign. CPT stands for Cost Per Tap with a Tap being the Apple Search Ads equivalent of a Click.  CPA Goal is an optional Ad Group Setting that helps Apple Search algorithms optimize performance toward the campaign goal.

 

Apple offers a unique tool at the Ad Group level called Search Match.  Search match allows the platform to automatically place ads in front of users that have similar interests or are looking for apps like the one being promoted.  Search Match will prioritize relevance to the app description when placing ads.  The only way to optimize this tool is to improve the app’s description and imagery in the app store.  Search match has shown mixed results within our ad groups at Hanapin, but this tool should be considered for a test if a large-scale campaign is being launched.

 

Adding Keywords and Negatives to the Ad Group is the next step in building out an Apple Search campaign.  Exact and Broad Match are the match types available for keywords and negatives.

 

Audience is the last Ad Group settings section, and it is dedicated to refining the audience using Customer Types, Demographics, and Locations.  The Customer Types setting breaks down app store users into four groups: Have not downloaded the app, All users, Have downloaded the app, and Have downloaded my other apps.  These settings have proven valuable for strategic campaigns such as app re-engagement campaigns.  Demographic settings include gender and age range.  The Locations setting allows ad group targeting at the city or state level.

 

Audience settings

 

After going through all the Campaign and Ad Group level settings, the campaign is ready to launch.  Despite having relatively fewer options for segmenting data, Apple Search Ads supports basic optimizations such as SQRs.  It seems highly likely that Apple will continue to develop the platform by adding additional tools options within the interface.

 

Here at Hanapin, Apple Search Ads has proven to be a valuable tool for scaling app download initiatives.  The platform provides relatively high conversion rates with low average CPAs and will provide great value for clients.

Source: http://www.ppchero.com/how-to-setup-an-apple-search-ads-campaign/

Adding Facebook Ad Block Lists

If you’re new to Facebook, you’ll see familiar placement options to show your ads (Facebook, Instagram, & Messenger) along with Facebook’s Audience Network (think Google’s Display Network). The Audience Network places your ads can show across different websites who have opted into the audience network along with instant articles and video. Analyzing Display Network Placement is important for getting the best performance and it’s no different on Facebook.

 

Blocking your ads from appearing on certain websites is something that may be forgotten about after the creativity of ad design or building that perfect audience but it can have a big influence on how one interacts or feels with your brand. You’ll want to ensure you’re doing all you can when opted into the Audience Network to prevent unfortunate pairings or backlash.

 

What is Facebook’s Audience Network?

 

For those unfamiliar, Facebook’s audience network allows marketers to expand their marketing efforts to users off of Facebook while using the same powerful targeting that one can use on Facebook. The Audience Network delivers ads in these main creative formats:

  • Banner
  • Interstitial
  • Native
  • In-stream video
  • Rewarded videos

Facebook Audience Network ad types

 

Marketers can use their already uploaded creative and reach a larger group of users. If you have an audience that has worked really well for you in the past, this is a great way to expand your reach. While Facebook’s audience network is smaller than Google’s Display Network, it has grown in size since introduction and it is very easy to opt in and get your ads running.

 

Quick Tip:
If you’re trying the audience network out for the first time, start with your remarketing campaigns. Since these users have already shown some interest, you won’t have to worry about where your ads are showing when making the first impression with someone.

Facebook makes it easy to segment performance based on placement, so you’ll be able to judge how effective the ads are and then make a decision to opt in your prospecting campaigns based on data.

 

The Importance of Placement Exclusions

 

Facebook’s Audience Network can be a powerful tool but there is one part that has frustrated me, and I’m sure, many other marketers. There is no transparency as to what websites your ads are showing on. Unlike GDN, one cannot pull a placement report to see performance across the various websites. One simply has to trust Facebook that they’re finding the best placements.

 

The good news is Facebook does have some basic exclusions you can opt into; though, not nearly as expansive as GDN. Facebook has the majority of the controversial content covered with these broad exclusion categories. Google gives some more detailed categories but the catch-all categories Facebook uses should do the trick. Sounds great, right?

 

Exclusion topics on Facebook

 

As a quick example, debatable social issues are something a lot of brands will want to avoid and opting out is as easy as clicking that little button above. One click may get the job done partially but Facebook does specifically say they can’t guarantee anything and this exclusion category seems to focus on video content rather than web content.

 

Debatable content expansion

 

Beyond the fact that it’s impossible to think that Facebook can cover every, the sliding scale of what one deems as controversial is different for everyone. That’s why taking the time to create a block list can be that extra safety net you need to ensure your ads are showing along with compatible content.

 

Facebook Ad Block Lists

 

Block lists are Facebook’s solution to adding large amounts of negative placements to your ad sets. This will be similar to creating a shared placement exclusion if you’ve done so on GDN.

 

Since one can’t pull placements directly from Facebook, you’ll have to get creative with what you’re uploading to exclude. Simply transferring over placement exclusions from GDN would be a great place to start. Since performance can be different, you can always get a little bit creative by finding a list of controversial political sites, dating sites, or anything else that you wouldn’t want to show with your brand.

 

How to Add a Block List

 

Adding a block list can be tricky the first time but it’s actually rather easy. When you’re in ads manager, you’ll simply expand the full range of menu options and navigate over to business settings.

 

Facebook menu

 

From there, on the left-hand side, you’ll want to navigate down to the section titled block lists.

 

Block list location in menu

 

From there, select the account you’re working with and hit create block list in the upper right. Once again, make sure it’s the correct Facebook ads account if you’re managing multiple (it always changes on me). From there, upload your excel file. It does allow you to get creative depending on the type of content you’re running on the Audience Network. From blocking URLs to Facebook pages, you give yourself the ability to have some control and transparency around what type of content you’re showing with.

 

Facebook block list upload

 

Now you can add them to your ad sets once you’ve opted into the Audience Network.

 

Opting in block lists

 

Final Thoughts

 

While not as easy as Google makes things, taking the time to add placement exclusions to Facebook is important if you’re worried about showing up with undesirable sites. No one wants to come into work Monday morning with a bunch of Tweets or Facebook messages from consumers asking why you’re advertising on a site that they don’t agree with.

 

It’s impossible to prevent it completely but very possible to do your due diligence in making sure it doesn’t happen regularly. You’ll be able to add that extra piece of mind with your client or social media team knowing unfortunate pairings are less likely to happen.

Source: http://www.ppchero.com/how-to-add-a-facebook-ad-placement-block-list/

3 Reasons to Join Us for the Marketing Nation Roadshow

The Marketing Nation Roadshows are back! In just a few short weeks, we’re hitting the road, and we’re bringing the Marketing Nation with us! If you haven’t registered yet, I can assure you this year’s roadshow is not to be missed! So, if you’re in Boston, Chicago, or London—or if you’re traveling to any of these cities—you’ll need to add the Marketing Nation Roadshow to your calendar.

Here are three reasons why you should join us for the upcoming Marketing Nation Roadshow:

Hear From the Top Marketers in the World!

There will be a variety of sessions coming with us on the road with topics such as the latest and greatest on how to win in the Engagement Economy, developing a partnership with your sales and marketing teams and more.

Here are some of the sessions I am most excited about:

The Rise of AI in Marketing featuring Gerry Murray at IDC

AI is all people can talk about these days—and it’s overwhelming! In fact, IDC says that in a few short years, half of all companies will be using AI in their marketing. Hear from Gerry Murray from IDC in Chicago and Boston to learn how to not get left behind and how marketers can incorporate AI now as a competitive advantage.

7 Behavior Hacks That Increase Engagement & Response featuring Nancy Harhut from HBT Marketing

I had the pleasure of seeing Nancy speak at the Marketing Nation Summit earlier this year and was blown away. She’ll be joining us in Boston to talk about the emerging field of “decision science” and why this is a game-changer for marketers in how we think about marketing to, and communicate with, our buyers.

It’s Your Turn to Engage: Embracing the Work that Matters by Seth Godin

Seth Godin is one of my idols and is a celebrity in the marketing world—so I would be lying if I didn’t say how freaking excited I am to hear him speak at our North American roadshow this year. Godin will be sharing his thoughts on how we need to start thinking about connection, engagement, and enrollment.

Storytelling in the Engagement Economy by Michael Brenner, CEO at the Marketing Insider Group

Today’s digital buyers are nearly impossible to engage. Michael Brenner has done the analysis for you and will share his thoughts at the London roadshow on how to listen, learn, and engage with compelling stories that deliver customer value and business impact.

Meet Our Awesome Partners (and Get Swag…)

Our partners are excited to be joining us on the road, and we’re thrilled they are joining us to give us advice on content, social, predictive analytics, ABM and more. With the latest technologies being available us at the roadshow you can discover what you need to take your company to the next level. I can also bet that our partners are bringing some pretty awesome swag to share with you!

Network Your Face Off

This year’s Roadshow isn’t just about those amazing speakers or discovering how to make our lives easier as marketers—rather it’s about YOU and the people that make our Marketing Nation so great. We’re delighted to provide the opportunity for our community to band together and network, share and learn best practices from each other. Every roadshow I go to, I end up with new tips and tricks that I take home to implement in my own marketing—and that’s because of you all that join us. We can’t wait to learn a thing or two from you in a few weeks.

Here are the details of the upcoming roadshows:

  • Boston
    • Tuesday, October 3rd | 7am – 7pm ET
    •  Hynes Convention Center, in partnership with the MarTech tradeshow
    • Waitlist Registration
  • Chicago
    • Wednesday, October 4th | 10am – 6pm CT
    •  Navy Pier
    • Register Here
  • London
    • Date: Thursday, October 19th | 8:30 – 17:00
    •  QEII, Broad Sanctuary
    • Register Here

And because you’re reading this blog, we’d like to give you the opportunity to come to our roadshow for free (a $99 value). Make sure to use the code MarketoBlog when registering for the Chicago roadshow. For London—you’re in luck—it’s already free to those who register!

Are you attending one of our Roadshows? Tell me what you’re excited about in the comments! Can’t attend? I’d love to know who you wish you could hear speak and the sessions that look the most attractive.

The post 3 Reasons to Join Us for the Marketing Nation Roadshow appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: https://blog.marketo.com/2017/09/3-reasons-join-us-marketing-nation-roadshow.html

All You Need to Know to Succeed With CPA Bidding

Using CPA bidding is like living with an unpredictable pet. He’s as likely to bite your guest’s hand as he is to be a saint. There are mixed feelings about using Target CPA bidding. But there’s one big question: are there enough benefits to CPA bidding to rationalize forfeiting the control that manual bid changes give us?

 

If I increase my target CPA, will I get more conversions?

 

Yes. If increasing cost-per-conversion is not a concern, go ahead and increase CPA targets and receive more conversions. In the first chart, targets were increased in high converting ad groups and conversions rose accordingly.  Actual cost-per-conversion increased 27% after 30 days and conversions increased by 67%. Because conversion volume is the goal, the 67% increase in conversions outweighs the 27% increase in cost-per-conversion.

 

Increase in CPA and conversions

 

The second chart looks at ad groups with zero conversions within the past 30 days. When CPA Targets were increased, the ad groups were revived and began to see conversions with the more aggressive CPA target. Higher CPA targets can quickly increase conversion volume.

 

Increase in CPA leads to conversions

 

But wait! Before you commit to CPA bidding, let’s remember that target CPAs are simply guidelines for bid aggression. Actual costs-per-conversion rarely line up directly with target CPAs. When we increase targets, we are telling Google to be more aggressive with our bids. This will cause conversion rates to drop and cost-per-conversion to increase. In the example below, the ad group saw a 2% increase in CPA Target and a 51% increase in actual cost-per-conversion.

 

Small increase in CPA target but large increase in actual cpc

 

How long should I run CPA Bidding before I judge performance?

 

For me, 30 days is the appropriate amount of time to start drawing conclusions about the success (or failure) of CPA bidding.  Depending on the volume of conversions in the campaign, it might take longer for a lower converting campaign to start performing close to goal. I have come to expect that when first starting CPA bidding cost-per-conversions will fluctuate for the first couple days after I’ve changed the bid strategy.

 

If I make a change, could it all go wrong?

 

Yes and no. Speaking anecdotally, I have added ad groups, restructured a campaign and implemented day parting to CPA Bidding campaigns and seen no lull in performance. However, I have implemented a new ad copy test in this one campaign and performance slowed for weeks as the campaign readjusted.  While many factors can affect performance, I expect a few days of slower performance after changes to my ads in CPA bidding campaigns.

 

A changes in a CPA bidding campaign

 

The graph above demonstrates one of those switches. The unpredictability of how a CPA bidding campaign may react to changes is a downside to this bidding type.

 

What happens if I set Targeted CPAs well below the suggested target?

 

To me, this depends on the definition of ‘well below’ and the realistic expectations for the account.  When changing the bidding type of a campaign, Google AdWords will provide a suggested CPA target based on recent performance.  In the example below, the orange line demonstrates the drop in cost-per-conversion when CPA bidding was set to $30 dollars below the recommended target. While it did not drop cost-per-conversion quite as low as the target CPA, it did fall significantly after the switch.

 

 Changes in CPA bidding

 

Realistic expectations are important. We must ask ourselves, “Can the account actually reach the desired target?” In this campaign below, historical data had demonstrated that the campaign could sustain lower cost-per-conversion, but had recently seen cost-per-conversion rise month-over-month. When the campaign switched to CPA bidding, targets were set similar to the cost-per-conversion from several months previous. Again, the campaign did not immediately begin performing at the target goal, but cost-per-conversion dropped 7% week-over-week.

 

 Further changes in CPA bidding

 

However, before slashing CPA targets, its important to remember that conversion volume will fall along with the cost-per-conversion. Depending on goals, conversion volume with a higher cost-per-conversion is the appropriate choice.

 

Do you prefer Search or Display?

 

Display. To me, Display is more predictable than search when using CPA bidding. On average, the actual cost-per-conversion for a display campaign will be closer to the set CPA target.  In the account below, I choose the top converting ad groups from a search and display campaign.  The majority of the display ad groups’ actual cost-per-conversions are within 10% of the target CPA. The search campaign from the same account sees a much larger variety in its results. The actual cost-per-conversion ranges anywhere from 18% to 106% from the target CPA.

 

Comparing top converting ad groups from a search and display campaign

For good measure, I decided to look at another account that uses CPA bidding. Looking at the top five converting ad groups of a search and display campaign again, Display’s actual cost-per-conversion were on average closer to the Target CPA. Besides ‘Ad Group 3’ in the chart below, the actual cost-per-conversions of the Display campaign have a smaller percent difference.

 

Comparing top converting ad groups from a another search and display campaign

 

Conclusion

 

Though when CPA bidding decides to be crazy, my decision is challenged, I side with Google and Team CPA Bidding. However, I wouldn’t use it in every campaign. When there is high conversion volume and a hard cost-per-conversion goal, I believe this would be a perfect opportunity to try CPA Bidding.

 

———-
2014 original post was brought to you by Kristina McLane, former Account Manager at Hanapin Marketing!

Source: http://www.ppchero.com/all-you-need-to-know-to-succeed-with-cpa-bidding/

The Million Dollar Case Study: Europe – Session #7: Amazon Product Branding

This week I had the opportunity to get involved in one of my favorite parts of the process… product branding. You may be thinking, what does branding involve for a private label FBA Amazon seller? Well this week we covered all of this, from the creative aspects of thinking of your brand name, logo and packaging design, to the more business oriented aspects like getting a GTIN (barcode) and Amazon Brand Registry. I have already started this process with my product idea that I am launching into the UK marketplace first of all, and maybe other marketplaces to follow. So buckle up and makes sure you catch up on this insightful session! Here’s the replay: Get the slides here:   What Am I Actually Working On Now The life of a soon-to-be Amazon seller can sometimes involve juggling a few tasks at once. The best way to combat this is to stay organized, keep lists and spreadsheets of everything so you don’t lose track, and take it one step at a time. One way to do this is to plan out your week and block off some time to spend on specific tasks at certain times. This helps you to … Read More

The post The Million Dollar Case Study: Europe – Session #7: Amazon Product Branding appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/amazon-product-branding/

The Million Dollar Case Study: Europe – Session #6: Amazon VAT in Europe

I am making good progress towards my goal of launching a product in Europe… I have chosen my product, drilled right into my product research and design specification, ordered some samples which should arrive in the next couple of weeks, and I’m maintaining constant communications with my suppliers, discussing things like certificates, manufacturing timelines, design tweaks and so on. Phew. If that’s not enough, it’s time to start thinking about tax and legal set up. This is a difficult subject to cover on a case study like this because it’s a complex, and the best course of action for each individual business owner can vary wildly. But don’t worry, in this session we invited Amazon VAT and PAN EU Expert Christoph Prokes from FBA hero to give us a simplified run down of exactly what you need to know as an Amazon seller.   VAT in Europe – TLDR; Top level advice Before we dig into the specific learnings from Christoph’s presentation, let’s have a healthy dose of “reality check” on the difficulties we might face, before figuring out how to overcome them. 💃 First of all, if you are not familiar with VAT or business operations in Europe then this … Read More

The post The Million Dollar Case Study: Europe – Session #6: Amazon VAT in Europe appeared first on Jungle Scout: Amazon Product Research Made Easy.

Source: https://www.junglescout.com/blog/amazon-seller-vat/

Optimizing Display Advertising in an Omni-Channel World

Display advertising keeps evolving. To increase ROI, you must stay on top of the latest omni-channel strategies around attribution, audience targeting, and conversion optimization. That includes going beyond what happens online and using offline insights from phone calls to drive better results.

 

We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact on your display ROI.

 

In this webinar, you’ll learn:

 

  • Audience targeting and landing page optimization strategies that really work
  • How companies are using phone call analytics to optimize display success
  • How to solve the omni-channel attribution challenges inherent to display

 

Presented by:

 

    

     Blair Symes                          Stephanie White

 

Source: http://www.ppchero.com/optimizing-display-advertising-in-an-omni-channel-world/

Two SEO Threats You Probably Aren’t Monitoring

No matter what industry you’re in, any marketer would agree that getting your site ranking as high as possible on Google should be a priority, and for good reason: research proves that the first page of Google receives 95% of web traffic while subsequent pages only receive 5% or less of total traffic.

One of the most common ways to boost your site’s rankings is through high-quality backlinks, and a recent study of one million Google search results revealed that “the number of domains linking to a page correlated with rankings more than any other factor.”

In other words, off-site links are a crucial ingredient to any successful SEO strategy. However, Google and your competitors know this, which is why it’s essential to monitor the quality of your inbound links. Otherwise, you can fall victim to one of two SEO threats: negative SEO or a Google penalty.

But how common are these threats? Alexa recently surveyed 17 SEO specialists and discovered that these are actually two of their biggest concerns.

In this blog, we’ll take a look at how you can identify if your rankings have fallen victim to one of these SEO threats and what you can do to solve it.

Negative SEO: What is it, and How Can You Identify It?

Negative SEO occurs when someone attempts to lower a site’s ranking by unethical means. The most common attack is creating hundreds of spammy links that point to your site, but below are a few other forms:

  • Copying your site’s content and republishing elsewhere on the internet (sometimes referred to as “scraping”)
  • Pointing links to your website using keywords associated with seedy content like prescriptions, porn, gambling, and payday loans
  • A large number of links coming from blog posts that make no sense whatsoever

Although Google works hard through its algorithm updates to protect sites from these kinds of attacks, nearly half of those surveyed by Alexa believe negative SEO is on the rise—with more than 40% of participants knowing someone who has been the victim of negative SEO.

Before you begin to panic, keep in mind that there are sites that are more susceptible to this type of rankings threat than others. If your site is in a highly competitive vertical, for instance, or if you’ve previously been hit with a Google penalty, then you’ll want to be more diligent in monitoring negative SEO threats.

Whether you fit within these parameters or not, you should conduct a backlink audit regularly—particularly because it is the best way to protect yourself from any sort of threat to your ranking.

There are a ton of tools out there to make your backlink research easier. Below are a few tools you can experiment with to help you get a better picture of your current backlink portfolio:

  • Ahrefs: Allows you to compare inbound link portfolios of competitors to your own and discover missing backlink opportunities to help you build a stronger link profile
  • SEMrush: Get a complete look at your backlink portfolio while discovering and eliminating any toxic backlinks before Google penalizes you
  • Alexa: Perform a backlink check to see not only who is linking to your site but also discover new linking opportunities to help improve rankings
  • Open Site Explorer: Find link-building opportunities and discover potentially damaging links

Google Penalties: How to Avoid Being Hit

Although I mentioned it briefly above, Google penalties can also hurt your rankings tremendously—and a majority of the SEO specialists surveyed consider them a very real threat: more than 80% of respondents said they are at least ‘somewhat concerned’ about Google penalties while 50% actually helped a client who got hit with one at some point.

So how can you protect your site? The first thing you want to do is understand the difference between the two types of penalties:

  • Manual penalties are issued directly to a site if Google’s web spam team identifies that the said site is not complying with their Webmaster guidelines
  • Algorithmic penalties come as a result of a Google algorithm update detecting spammy or unnatural behavior which will result in the penalty

Google is continually tweaking and revising the way it indexes content, but below are some tell-tale signs if you’ve been hit with a penalty:

  • If you perform a site search—site:yourdomain.com plus a keyword—and you get no results
  • The listing for your site on Google links to a page other than your home page
  • Your site isn’t one of the first options listed when you search for your brand name

If you notice any of these signs, take swift action. If it was a manual penalty (meaning Google informed you about it), you’ll need to submit a request for reconsideration and work on identifying and removing any spammy links. If you believe it was an algorithmic penalty, you’ll also want to begin eliminating any harmful links, but you won’t need to submit anything to Google.

Unlocking the challenges of how to overcome a sudden dip in rankings can seem intimidating, but these two SEO threats can be fixed with a little digging and a focus on both quality content and links when rebuilding your site. There isn’t one equation for success when it comes to improving your site’s rankings, but there are things you can keep your eyes on—such as diligently monitoring your backlink portfolio and making sure it aligns with Google’s best practices.

Have you noticed a drop in your Google ranking? What have you done to increase your ranking in the past? Tell me about it in the comments!

The post Two SEO Threats You Probably Aren’t Monitoring appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.


Source: http://feedproxy.google.com/~r/modernb2bmarketing/~3/DPVtbS9T5JI/two-seo-threats-probably-arent-monitoring.html

Mastering The Transition To PPC Account Manager

Having recently become an account manager, my mind has been buzzing with optimization opportunities, strategy initiatives, and communication styles. With all of the ppc possibilities, where does one start?! Friends and coworkers, who have mastered the transition to account manager, shared their tips and tricks with me. I have compiled their advice here.

 

happy dance

Here we go…

 

Organization

 

The importance of organization cannot be overstated. As a production member of the team, routine tasks were assigned by the account manager. So, in the transition to account manager, these tasks are no longer assigned but still need to be done. Organization ensures these tasks are completed and in a timely fashion. Below are two techniques that have proved valuable.

 

90-day roadmap

 

If planning out the next 90 days feels like this:   tiring and boring   you are not alone! Planning the next 24 hours sounds exhausting, let alone the next 2,160 hours. Formulating a 90-day road map serves a few purposes. First, it helps you visualize where you’re going and how you’re going to get there. Next, it keeps you on track to crush your goals. Finally, creating a cohesive, well-thought out plan demonstrates PPC expertise and competency to the client. Sending the road map, maybe attached to the performance report, on a weekly basis, effectively reminds the client of the plan and the work being done to achieve this plan. This will also establish clear and transparent communication, thus, laying a solid foundation for strong client relations.

 

To build a 90-day road map, start by outlining basic tactics you will take to optimize and analyze the account. Next, think through and set realistic deadlines. Clearly differentiate to whom these tasks fall; is this something the client will provide or the account manager? Here are some example tasks.

  • Average position optimizations
  • Budget projections
  • Remarketing recommendations
  • Keyword analysis
  • Location report
  • ETA audit
  • Device strategy
  • Ad extension audit

Lists & Reminders

 

Priority lists, calendar reminders, and to-do lists are all invaluable for scheduling routine account tasks. Whichever way you choose to set up reminders for yourself is great, just make sure you have it documented somewhere. In the transition to account manager, there is the potential for production work to fall through the cracks. To eliminate this, tools such as, Todoist, are effective in organization and prioritization.

 

Communication

 

As a supporting member of the team there were numerous opportunities to sit in on client calls and begin talking with clients via phone or email. As an account manager, client communication plays a much larger role. Cultivating strong client relationships begins with excellent communication. Communicating often and early with the client helps ease the transition from support to account manager.

 

Achieving camaraderie in the client relationship takes effort. The Art Of Client Communication, an insightful PPC Hero post, details preparation steps for client communication.

 

Learning to Strategize

 

As a production associate, I became very comfortable doing task-oriented work. As an account manager, the time has come to flex those strategy muscles.

 

An important lesson to keep in mind when developing a strategy is that it is not just tactics. Sure, tactics will help achieve the overall strategy. But, strategy is a more comprehensive understanding of account health, goals, and a subsequent action plan. Allot a chunk of time to think through and plan an account strategy. It takes practice and time to hone these PPC muscles.  In his article, Create A Killer PPC Strategy With This 3-Step Process, Jeff Baum walks through the three steps of strategy.

  1. Assess the overall situation
  2. Develop a policy
  3. Create an action plan

Flexibility

 

Even the most well-structured plans need a little flexibility. While there may be a rock-solid account transition plan in place, there will likely be a few hitches along the way. Given that PPC is an ever-changing world, it fits that account transitions won’t always go as planned. For example, you could have the most beautiful, well organized 90-day road map; but account work might come up that will need to take precedence over any plan. Seasonality, internal changes, platform updates – all of these could potentially necessitate a shift in the 90-day plan. Rolling with the punches will allow you to prioritize the client’s needs.

 

Get Acquainted

 

Just like the first impression of your best friend probably wasn’t spot on, so fully knowing and understanding an account takes time. Give yourself time and space to start understanding the top-level view of the account before jumping in and pulling levers.

 

Similar to the 90-day road map, there are some helpful reports and metrics to look at when “getting to know” and account. Rachael Law wrote a great post on New PPC Account Analysis For Beginners.

 

Lastly, don’t be afraid to get your hands dirty. While there are tools to automate simple account work, like search query reports, when first piecing together an account understanding, manual tasks can be really informative!

 

Closing Thoughts

 

Becoming a PPC account manager is a transition and transitions often come with new, fun opportunities, and with various challenges. Hopefully by getting organized, communicating clearly, learning to strategize, being flexible, and gaining a greater understanding of the account you will master the transition.

Source: http://www.ppchero.com/transitioning-from-production-associate-to-ppc-account-manager/