Social media can’t survive without content. It’s like Amazon without books (or digital music, or household items, or . . . oh, you get the point). But posting on social media can be intimidating, especially for those who are new to it. Really, what are you supposed to post?
That depends a lot on your audience, which specific network you are posting to, and even what type of voice your company has decided to use. However, there are a few tips that work universally. Here I’ll focus on two specific concepts that have been accepted as best social media practices—posting “RITE” content and following the “Rule of Thirds.”
While retargeting audiences are naturally more engaged than broad contextual or demographic audiences, it’s important to set campaigns up correctly to maximize performance. Here’s a quick overview of how to setup a retargeting campaign on an Real-Time Bidding (RTB) platform.
Step 1: Adding retargeting code to your website
To create a new audience, you need to place a piece of code on your website. You can either build an audience of all visitors to your site or create more specific retargeting lists for different pages. There are other types of retargeting – including search retargeting – but site retargeting is the most common.
Once the code has been placed, any user who visits these pages has a cookie placed on their browser. This cookie tells advertising platforms which users belong to a retargeted list so that ads can be shown. The whole process of retargeting is anonymous – only the cookie is recognized.
Step 2: Creating a campaign on an RTB platform
Once a retargeting list has been built, you can then use it as a targeting option when creating a campaign. This is usually a simple process, and other targeting options can be layered with a retargeted audience for an even more specific campaign. You might decide to retarget users in a certain state, for example, if you are running a location-specific offer.
Bidable also provides a number of additional options when retargeting a campaign. These include when to start retargeting a user (immediately or a certain number of hours after a visit), whether to target all users or specific segments, and how long after the cookie is placed to target the users. It’s important to test the effect of changing these variables on your campaign’s performance.
Step 3: Ad is served to users around the web
Whenever your retargeting pixel is detected on a placement available to an RTB network, there is a chance for your ad to be shown. Impressions on RTB platforms are sold via auctions in real-time. Whether your ad is shown depends on your bid relative to other advertisers.
RTB platforms can serve ads on thousands of different locations around the web. This makes the chances of reaching retargeted users very high. For the greatest potential reach, you should create banners of different sizes, so that your ads appear on more placements. RTB platforms can also provide information about which banner sizes have the most volume.
Why is retargeting important?
Most users who visit your website will probably never convert. The exact percentage of non-converting users varies, but it is almost certainly a large amount. Many of these users are never seen again, even though they may have been interested in your products.
Note that Retargeting as a term is not to be confused with Real-Time Bidding. Retargeting is one tactic of many that can be employed through so-called Demand Side Platforms (DSPs). Demand Side Platforms have revolutionized the online marketing industry over the last few years because instead of negotiating directly with publishers, or buying impressions in fixed rate packages from ad networks, advertisers can now purchase inventory through real-time auctions. This allows them to be a lot more targeted in their advertising and in addition that advertising is much cheaper than direct advertising.
Guest blogger Rosy Rana is a writer about all things digital marketing and specializes in online advertising, search engine optimization and social media strategy. Being in the industry for 5 years, Rosy has worked with clients in a diverse set of industries including health, electronics, real-estate and the mobile application ecosystem and is currently a writer for Bidable, the self-serve RTB advertising platform.
There is an old myth out there that keyword optimized content sucks. There has been some truth to that, much as there is truth to the common belief that all lawyers, politicians, and insurance agents are shysters. Yes, some are, and some “SEOs” have been known to produce really crappy content.
But don’t throw all keyword optimized content and SEOs out with the lawyers, politicians, and insurance agents.
Digital marketing allows small businesses to compete with the “big boys” in a way that has never been possible before. But what are small businesses doing with this opportunity? Clutch, a research company that provides analysis on leading service firms, sought the answer to that question with their recent survey “Small Business Marketing Plans 2015.”
It’s pretty hard to find the perfect .com URL these days. To make more URLs available, ICANN (the agency in charge of regulating domains) has created numerous new TLDs (top level domains). This, ostensibly, creates millions of additional options for businesses to find and register the “perfect” URL.
Just about every business has a mission. Most of us tend to keep that mission statement internal. We use it at our company meetings and make sure new employees know it, but we fail to communicate that mission to our audience. Why?
Pole Position Marketing is pleased to announce that it has secured Chinese search engine Baidu as a client.
Baidu has a long and storied history as one of the oldest search engines, established in 1997, even before Google. And while Google, according to one recent investment report, controls 67.5 percent of search volume in the United States, Baidu dominates 80 percent of search use in China. With such a saturation in their native market, Baidu has set its sites on the U.S.
Pole Position Marketing was recognized among 10 other PPC leaders in the Top Pay Per Click (PPC) Agencies report released by Clutch on March 26. Clutch selected firms based on a mix of quantitative and qualitative factors, including company experience, market presence, positive client reviews, and industry recognition and accolades, according to a press release published by the company.
“User Experience” has become quite the buzzword in web marketing and SEO. There is no doubt that creating the best user experience is essential to build a strong and lasting web presence. But how do you create that great experience?
There are literally hundreds of ways. But don’t get overwhelmed. In my latest SEMRush article, I narrow it down to the three most important issues to focus on. Check it out!