Enhanced campaigns for Google Adwords were introduced just over two months ago now, and are Google’s answer to the increase in searchers using mobile devices to search for products and services online.
Why Advertise on Mobile?
With the increase in searchers using mobile devices, it has become clear that businesses need to adapt their online strategy. Businesses should commit more of their resources to mobile advertising; specifically pay-per-click search advertising or they will lose out in reaching their target market in the ever changing world of online advertising.
Google is continuing to add new features to entice advertisers to make the switch to enhanced campaigns sooner rather than later. The new enhanced campaigns have been met with varied reactions, but advertisers would be smart to adapt to enhanced campaigns soon, as Google will begin to automatically upgrading all Adwords campaigns to enhanced campaigns starting on July 22th.
We’ve been interviewing quite a few potential search marketers at Search Mojo over the past few weeks, and it got me thinking about the traits that make the most effective search engine marketers successful. In this industry, it’s rare to find entry-level candidates with more than an anecdotal understanding of search engine optimization (and even if they’ve had experience, it might not be the right type of search engine marketing for us—all agencies are different), so instead, we typically look for an amalgam of ‘soft skills’ that we can build upon.
Since I’m a Social Media Specialist at Search Mojo and don’t have the same day job as our Account Managers (although our roles naturally overlap), I leaned on my team members to help craft this list of must-have traits for the effective search engine marketer.
**Disclaimer, potential interviewees: do not see this as a comprehensive or be-all-end-all list; we LOVE talking to anyone who is excited about online marketing!
So with that, the top skills, as determined by the themes most oft echoed by our Accounts teams, are as follows:
I’m keeping today’s post fairly short, but I wanted to address every social media marketer’s least favorite question: “how can we make this go
viral?” I know, it’s a recurring theme across every internet marketing blog in existence, but I promise, my post is a bit different…
Yes, I will echo the oft-repeated sentiment of many, because it’s important: you can’t, and we can’t, make anything go viral. With that out of the way, social media marketers can, however, provide you with the tools and the know-how to produce engaging, interesting content that resonates with your audience, and has the potential to be shared widely… but, just to reiterate, we cannot make anything go viral.
So with that, I wanted to share a case study of a recent social campaign that encompasses each of the best practices we share with clients—especially our nonprofits, who often lack the marketing dollars of the for-profits they compete with for online real-estate—to help inform their social media marketing efforts.
Over the last week, I read Sheryl Sandberg’s new book, Lean In. Within the first two chapters, I felt a connection to this book. While I’ve seen many negative reviews and attacks against Sandberg, I expect that many of those attacking her or this book may not have read it or may not take away the same perspective I did.
Like many women, I’ve admired Sandberg since I watched her TEDTalk. She was inspirational.
From all that I knew about Sandberg, I thought I would likely agree with her stance in her book. However, I saw many articles focusing on negatives about the book — attacking the book. So I decided to read the book and critique it for myself. I’ve captured here many of the topics covered in the book — specifically the ones I found that I related to the most. I hope all of you will read this post (although lengthy) and it will demonstrate how this woman, this leader, has struggled with many of the same issues that Sandberg and many other women have faced.
Feeling Like a Fraud
Within the first two chapters, I found myself easily relating to Sandberg’s text. She explained a phenomenon that I have personally experienced but have never discussed with others — feeling like a fraud. Sandberg references Dr. Peggy McIntosh from the Wellesley Centers for Women who explained that many women feel fraudulent when they are praised for their accomplishments. This phenomenon has a name — “Imposter Syndrome” — and many famous women, including Sandberg and other famous names like Tina Fey, have admitted to suffering from it. “Instead of feeling worthy of recognition, they feel undeserving and guilty, as if a mistake has been made. Despite being high achievers, even experts in their fields, women can’t seem to shake the sense that it is only a matter of time until they are found out for who they really are— impostors with limited skills or abilities,” writes Sandberg.
Why did I relate to this description? Because as crazy as it might sound, I, too, have suffered from Imposter Syndrome. In 2005, when I started Search Mojo, I remember how a popular song “Cable Car” by The Fray expressed, “Everyone knows I’m in over my head.” I felt like it was just a matter of time before my friends, family, and others would be shaking their heads as my endeavors would fail. I felt as if they were all just being kind not to tell me the hidden truth — that they didn’t think I could be a successful entrepreneur. It was if I was living some sort of lie. I felt I was an imposter, and it was just a matter of time before someone uncovered the truth.
Between Google AdWords conversion tracking code, Google Analytics code, and Google Remarketing code, we often find ourselves and our websites swimming in a sea of tracking code. It can sometimes be a daunting process working back and forth between the marketing and IT teams to ensure that everything is being properly tracked. But what if there was a tool that could ease the management of all of the various types of tracking code that we put on our websites? Well, you’re in luck, in October, Google released its Google Tag Manager that does just that.