Stay ConnectedYour weekly source of case-based stories about marketing growth from local to global brands like Google, Vodafone, SAP, IKEA, Uber, and many more. Join Laura Morelli as she interviews the people behind successful, integrated marketing campaigns, and discuss the latest news, tools, strategies, and techniques that’ll give your digital marketing the edge.
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In episode 2.8 of Marketing Scoop we have a special guest who shares a digital marketing success story - specifically how the brand Garden4Less enhanced their paid search campaigns through keywords from Google Shopping.
This episode's special guest is Jonathan Catton, a Paid Media Consultant at Hallam. Some of Jonathan's achievements at include helping to develop some of the Hallam's automated solutions; creating great reporting and delivering great results for his clients.
Here's what we discuss:
2:26 Who are Garden4Less?
3:10 How does a challenger like Garden4Less compete with bigger existing players in the market?
3:59 What are you doing with keywords from Google Shopping and how do you use them in Paid Search?
4:44 Is this something that every e-commerce site should be doing? How common is this technique?
6:08 With dynamic ads is it true that you don't need to know about your targeting beforehand?
6:42 Can smaller e-commerce stored apply similar techniques?
8:00 What learnings from other clients did you take into this campaign?
12:31 Is the future of paid search purely AI-driven or will keyword management still have an important part to play?
14:20 Where can our audience go to find out more about paid search scripts?
17:00 What success stories from other clients can you also share?
18:30 How do you cope for the big seasonal fluctuations in a business like Garden4Less?
20:56 How do you maximise your clients' ROI and incorporate other forms of digital marketing into the mix?
22:25 What would you advise regarding best practice retargeting practices?
24:20 Is it always bad practice to keep retargeting someone after someone has made a purchase?
26:09 Jonathan shares his final actionable tip
Marketing Scoop Episode 2.7 is a Content Marketing special where we'll be looking at the latest digital marketing news as well as drilling down into a specific piece of content and discovering why it was a marketing success.
Special Guest:
Bas van den Beld is a Public Speaking and Marketing Coach, Speaker and Trainer. His goal is to help people develop their talents in public speaking and marketing. He does this by providing coaching, consulting and training on digital marketing related topics and public speaking.
Topics covered in today's episode:
What is the optimal content marketing ladder?
What is a content marketing ladder?
What are the most impactful elements of your content marketing ladder?
How do they all fit together?
How do you start a content marketing campaign?
What can content marketers learn from big media players?
On today's episode we look at what enterprise SEO is, and the specific differences between enterprise SEO and regular SEO.
Joining host David Bain for this one are 2 special guests…
Nick Wilsdon, Search Product Owner at Vodafone Group
Nick is a veteran digital marketer and strategist, who can deploy performance SEO and digital programmes across organisations and international markets.
Arnoldo Cabrera, Global SEO Manager en IKEA Group
Arnoldo is an experienced online marketing specialist with an extreme focus on delivery quality. His specialties include SEO, SEM, lead generation, inbound marketing and web analytics.
News items reviewed in the show:
Enterprise SEO topics covered:
In this episode we're largely talking about how AI is changing paid search advertising.
Initially we touch on a couple of news stories: - 2:00 How Amazon advertising is on the increase - 6:25 Google Ads have launched a new click-to-message feature.
Main section: - 11:54 How AI is changing paid search advertising
About this episode's guests:
Purna Virji is a Keynote Speaker and was ranked by PPC Hero in 2016 as the #1 Most Influential PPC expert in the world. Senior Manager of Global Engagement at Microsoft. Columnist for Search Engine Land and Moz. International keynote speaker at conferences such as The Next Web, AdWeek, and INBOUND.
Matthew Macchia is the CEO of AdFury, a company focused on simplifying the dazzlingly complex world of Pay-Per-Click Marketing. The pay-per-click world continues to struggle to compete in an arena where the cards are stacked against them. AdFury is a way to level the playing field and give your business a competitive advantage in your online marketing.
Today we have a special 'success story' episode on Marketing Scoop.
In this episode David's joined by a lady who's on the front lines of a content marketing revolution. She's a speaker, a digital marketing adviser - and an award-winning global content creator. From LinkedIn, Alexandra Rynne.
In this "success story" episode we focus in on "LinkedIn Secret Sauce" eBook and why that was such a marketing success.
Some of the questions covered include:
Marketing Scoop Episode 2.3 is a content marketing special where we'll be looking at the latest digital marketing news as well as drilling down into a specific piece of content and discovering why it was a marketing success. Joining our host David Bain are 2 highly experienced digital marketing experts – one from an agency, one from a brand.
Ross Tavendale is Managing Director at Type A Media. He is a passionate digital marketer committed to bringing his clients real-world value. Having worked as the digital lead with brands such as Etihad Airways, Holiday Lettings (Tripadvisor) and Boots.com, he has helped to bring their digital strategies to life and deliver real-world ROI.
Nathan Ellering is the Head of Marketing at CoSchedule, the #1 best-selling marketing management platform. He's got a knack for creating actionable content + a frequent author on the CoSchedule marketing blog. After joining CoSchedule in 2014, he's helped grow CoSchedule's audience from 500 to 500,000+ monthly subscribers. Nathan loves new ideas, strategy, and efficiency.
In this show the news story that we're looking at this week is the fact that DuckDuckGo have now surpassed 30 million searches in a day.
For the main part of this show, we talk about a piece of content that was published on CoSchedule (https://coschedule.com/blog/best-times-to-post-on-social-media/), and discuss why it was a success, plus what lessons you can learn from it.
Marketing Scoop Episode 20 is an SEO special where we'll be looking at the latest digital marketing news as well as drilling down into specific, actionable organic search strategies. Joining our hosts David Bain & Judith Lewis and 2 SEO experts.
Jonny Ross is Founder of Fleek Marketing, and is an SEO, digital marketing and social media consultant, speaker and trainer. He has worked with clients ranging from SMEs and start-ups, B2C and e-commerce companies, B2B professional services and corporates, through to independent schools, colleges and leading UK business schools.
Arsen Rabinovich is the founder of TopHatRank.com LLC, a Los Angeles-based, Search and Social Marketing Agency working with big and small brands across the US. In late 2008 Arsen started off as an SEO consultant, hired his first employee in late 2009 and formed TopHatRank.com LLC in August of 2010.
In this episode we're focusing on one key topic - Google killing Google+
Covering topics such as:
Marketing Scoop Episode 2.1 was Advertising special where we were looking at the latest digital marketing news as well as drilling down into specific, actionable paid advertising strategies.
GUESTS:
James Svoboda is CEO at WebRanking and has been in search marketing since 1999. James is also a Founder and Vice President of MnSearch, the Minnesota Search Engine Marketing Association, an ADworld Experience ambassador and #PPCchat supporting partner.
Elliot Kemp from Hanapin Marketing – an agency and consultancy that helps guide marketers with their strategy for channels such as paid search, paid social, shopping, and programmatic. ==
Topics covered include:
2:18 STORY 1: Facebook introduce 'Story ads'
How does a business make a success of story ads?
4:52 STORY 2: Facebook add more choices for video ad buyers
What are the choices Facebook have added and what impact is this going to have?
06:28 STORY 3: More people are taking Facebook breaks
==
08:08 Main discussion:
How can other specialist channel marketers work together with Facebook ads specialists to create a win-win for each other?
Where does Facebook advertising sit in the user journey?
What are a few examples of best practice Facebook advertising at the moment?
Is it possible for Facebook advertising and search advertising to work in conjunction?
Should all search marketers be learning more about Facebook advertising?
What can search marketers learn from Facebook advertising?
What can Facebook advertising learn from search marketing?
This week David Bain welcomes 2 guests: - A podcasting pro and co-author of The Art of SEO, Stephan Spencer. - An author, speaker, and expert on paid search Advertising. The owner and CEO of FMB Media - David Shetela
Topics:
1:04 What is the topic layer in Google's Answer Boxes?
8:48 Google want users to be logged-in, in Chrome too
18:30 Is "Discovery" the Future of Search?
Google are starting to drive users to a place where you can discover new information and inspiration, with no search query required.
26:26 According to eMarketer.com, Amazon Is Now the No. 3 Digital Ad Platform in the USA
This week David Bain welcomes 2 guests: - The Head of Evangelism for Search at Microsoft, Christi Olson - A writer of all things search for TheSEMpost, Jennifer Slegg
Topics:
01:15 Bing Ads add a competition tab
On Monday, Bing Ads announced 3 new AI-driven features - including a competition tab, where you can keep track of how you are performing, versus the competitors.
06:05 Google are testing image-based sub-categorization
13:59 Bing has added text transcription to its image analysis capabilities
Have you seen Bing's image search recently dear listener?
I haven't been on there for a while... I'm impressed by: - Pages using this image - Related images How can organic digital marketers take advantage of image search?
18:45 Is the targeting of paid search marketing moving from away keywords to audiences?
There are plenty of articles around at the moment that talk about shifting from keywords to audiences with your targeting. Is this really a good thing for most paid search marketers to be doing at the moment?
What is causing this?
BONUS! 25:54 BREAKING NEWS — Bing is Caching AMP
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