Michael Bak

Michael Bak

Find Success By Putting Your Digital Advertising to the A/B Test

Digital-Advertising-AB-Test

Testing different variations is one of the quickest ways to learn, and Digital Advertising is no exception. When you begin talking about A/B testing, many of us get nervous and all sorts of possible catastrophes begin swimming around in our heads.

But the truth is, advertising is a quickly evolving tactic, and in order to gain momentum, testing has become a necessity. Whether your advertising is social, display, native or search, the key to better results and return on investment is testing.

To help you navigate the sometimes-confusing world of digital advertising testing, we’ve provided some helpful resources below.

What is A/B Testing?

An A/B Test is simply a test between two variants, a control and a variation, or as Google likes to call it, an experiment. Examples might include creating two different:

Michael Bak

PPC + SEO = A Winning Team for Search Marketing Success

Michael Bak     Online Advertising, SEO

Search-Marketing-Success

A winning team requires the proper line-up, teamwork and the ability to fill-in the performance gaps. A winning team for search requires the proper line-up of Paid and Organic strategies to ensure increased visibility and growth. Many B2B companies pigeonhole PPC as strictly a lead gen or a sales tactic but now is the time to go from tunnel vision to full spectrum search.

Why do we all need to start paying attention to organic and paid search integration? With the recent changes to Google’s SERP results page, many companies are starting to see organic visibility slide along with organic traffic as paid advertisers are garnering more real estate on the page. Google continues to push more algorithm updates and while they many not all be as impactful as RankBrain, Panda, or Penguin, SEO and organic rank is becoming increasingly difficult to manage.

Michael Bak

The Competitive World of PPC: 3 Helpful Online Advertising Tools to Help You Win with Search Marketing

Michael Bak     Online Advertising

competitive-ppc

Like it or not, Paid Search strategies can quickly turn into a game of out maneuvering your opponent. Which is why the team at TopRank Marketing is always integrating online advertising into digital marketing programs with a focus on out messaging, out strategizing and out bidding our client’s competitors.

Understanding the competitive landscape is the first step in out-smarting the competition. Knowing which tools can help you beat the competition, is also incredibly important.

If you’re ready to not only survive, but thrive with online advertising, this post can help you uncover opportunities from studying you competition, as well as tools to take your online advertising strategy to the next level.

The Importance of Competitive Analysis

Uncover Additional Keyword Opportunities

Michael Bak

3 Remarketing Campaign Tips to Help You Engage Your Online Audience

Michael Bak     Digital Marketing, Online Marketing

Remarketing-Tips

As technology advances we are provided even more tools and opportunities to deliver better information to our customers, no matter where they are searching. In today’s world, a prospect that visits your website and doesn’t convert isn’t always a lost customer.

Online advertising offers an opportunity to re-engage and capture the attention of those prospects, even after they’ve left your website. Incorporating remarketing into your online advertising strategy can help keep your business top of mind, for those customers that you want to target the most.

If you’re using Google Display Network (GDN) and building your marketing audiences from scratch, the opportunities are endless. Google Display network serves more than a trillion impressions are to over 1 billion users every month.

Michael Bak

TopRank Marketing’s Online Advertising Predictions for 2016

2016-Online-Advertising-Predictions

As 2015 draws to a close, it’s time to begin thinking about what is on the digital marketing horizon in the coming year. Marketers with budgets large and small are often unsure of which investments will reap the biggest benefits.

To help inform you of the options available, we’ll be publishing a series of prediction posts for different areas of digital marketing. Starting off the series is this post, stock full of paid advertising predictions for the coming year. Below you’ll find insight into some of the key topics and trends that are building steam at TopRank Marketing and will only continue to increase in 2016.

Social Advertising

Michael Bak

Remarketing 101: The No-Brainer Paid Search Tactic

what-is-remarketing

As competition becomes increasingly fierce, B2B and B2C companies are all fighting for customers to read their content, and purchase their products or services. With so many options available to today’s consumers, many brands are searching for a way to stay top of mind with potential customers.

Ready for a staggering piece of information? According to Business Insider, there is over $4 trillion of merchandise that will be abandon in online carts this year, 63% of which is potentially recoverable.

One method of recovering the attention of potential customers that have left is to deploy a remarketing program. But what is remarketing really? This post is designed for someone who’s either in the dark when it comes to remarketing (sometimes referred to as retargeting) or is in the early stages of starting a program.

Michael Bak

Best Practices for Incorporating Sponsored Posts & Ads In Your LinkedIn Marketing Strategy

POT-OF-GOLD

For many B2B marketers, LinkedIn can prove to be a figurative and literal pot of gold. While there’s no majestic rainbow to show you the way, I can show you how to incorporate social media advertising as part of your LinkedIn Marketing strategy.

A few years ago, HubSpot surveyed B2B organizations and found that 65% of them reported that they have acquired a customer by using LinkedIn and its paid advertising features.

Many organizations have found LinkedIn users to be incredibly receptive to seeing ads and sponsored updates within their feeds. Because LinkedIn is professionally focused by nature, users expect to be having conversations about business.

The best practices below provide some helpful insights into LinkedIn paid advertising basics and can help drive the performance of your campaigns.

Michael Bak

Social Media Advertising: Don’t Be Tardy for the Party

Social Media Advertising

Social media advertising presents many exciting opportunities for marketers regarding media, targeting and general flexibility for reaching customers where they hang out.

However, having seemingly unlimited options can make paid social a daunting channel to tackle. Just like you may feel after a long week, it’s sometimes easier to just stay home on a Friday night. But in today’s social media driven world, having a quiet evening at home just isn’t an option.

According to a recent report from Salesforce, 70% of marketers plan to increase their social media ad spend in 2015. Over the last couple of years, social media platforms such as Facebook and Twitter have made numerous updates to their algorithms. These updates have made it even more difficult to engage with your current followers, let alone attract new audiences.