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linkedin-bing-ads3.jpg LinkedIn Profile Targeting Through Microsoft Advertising

Microsoft Advertising recently started a beta that uses the power of text ad on Bing and allows the enhanced targeting of LinkedIn Profiles. The challenge with text ads in the past was that you knew a user’s intent based on the query they typed into a search engine, but you didn’t know if it was a hobbyist from down the street or an employee at a multi-million dollar company. This new beta allows you to bid differently based on parameters that you can set up in Bing Ads. You can serve text ads to customers based on their company, job function and industry. This feature is the perfect complement to other audience targeting solutions. Why use LinkedIn Profile Targeting in Bing? Outside of LinkedIn itself, Microsoft Advertising is the only digital advertising platform to offer LinkedIn Profile Targeting. LinkedIn profile dimensions can help you target the right audience. More targeted audiences allow you to boost your bids ...

Posted in: Conversion Rate Optimization, Online Advertising by John Anderson on March 31, 2020

remarketing-google-ads.jpg Remarketing with Google Ads

Remarketing is a term that you may have heard marketers throw around a lot lately. It is a very powerful asset to have in your advertising playbook, as it helps you reach people who have visited your website, interacted with your in-store business or talked to you at a trade show. These are just a few examples of ways that users can interact with your business. These are the users that you should try to target because they are familiar with your business and have already expressed interest in you. Remarketing allows your targeted users to see your ads while surfing the internet (Google Display Network) or searching on Google (Google Search Network). Remarketing can be confusing because there are many types of remarketing options.  This guide will help walk you through some of the remarketing options you can use with Google Ads: Standard display remarketing Dynamic display remarketing Customer Match Remarketing Lists for Search Ads (RLSAs) Video/YouTube Remarketing  Standard Display ...

Posted in: General, Online Advertising by John Anderson on October 24, 2019

Specify Alternate Text What is a conversion worth?

When working with clients, I often ask - "what is a conversion worth to you?" The response I get is typically "We don't know." You are probably asking yourself why this is important. First, let's start by defining a conversion. A conversion is an important action that a user takes on your website, such as downloading a pdf, filling out a contact form or clicking on a phone number or email address to get in touch with a business. These are very important metrics to track. Let's use a "Request for Quote" form as an example. To begin measuring how much a conversion is worth, you need to know the following variables: How many Request for Quote forms are filled out over the course of a year? How many of those Request for Quote forms end up as sales? What was the average dollar amount for each of those sales? Total Sales from Request a Quote? How much profit from ...

Posted in: Conversion Rate Optimization, Inbound Marketing, Online Advertising, Search Engine Optimization by John Anderson on June 4, 2019

illustration of utm parameter Using UTM Parameters to Capture Lead Source

UTM parameters are tags you add to a URL. Marketers use them to be able to track traffic from a wide range of sources such as Facebook, LinkedIn, Twitter, email, display ads, paid ads and more. These specific UTM tags are sent back to Google Analytics and can track stats such as users, sessions, time on site, number of pages, bounce rate, conversions/goals from those campaigns. These metrics help see the effectiveness of the campaigns and which campaigns are driving the most conversions and assisting in the most conversions. The five UTM parameters that Google Analytics can register are: Utm_source (google, facebook, linkedin, youtube, pinterest, etc) Utm_medium (post, pin, cpc etc) Utm_campaign (name of campaign or specific promotion) Utm_term (used for text ads to tell you which keyword) Utm_content (used to differentiate ads) You might already be using UTM parameters to track your marketing campaigns in Google Analytics, but are you capturing that information when a lead comes into your database ...

Posted in: Conversion Rate Optimization, General, Online Advertising, Search Engine Optimization, Social Media by John Anderson on April 19, 2019


Have you ever run a campaign and wondered how effective it was at driving traffic to your website? You did append UTM tags to the links in the campaign, didn’t you? If not, Google Analytics reports will not contain the data you need to measure campaign performance. That’s why UTM codes (also known as UTM tags or UTM parameters) are so important. UTM Parameters: What Are They? UTM parameters are attributes you append to hyperlinks (destination URLs) for marketing campaigns sending traffic to your website. When the link is clicked and the visitor arrives on your site, tags are sent back to your Google Analytics Account and appear in your Analytics metrics. Here is a sample link we could use when this blog is shared in an email blast; the UTM parameters are appended to the URL): Why Use Them? Failure to append UTM tags to hyperlinks will do more than simply hinder your ability to do effective ...

Posted in: Conversion Rate Optimization, General, Inbound Marketing, Online Advertising, Search Engine Optimization, Social Media by John Anderson on December 3, 2018

Specify Alternate Text Get the most out of your YouTube videos.

Big reasons why you should do Video SEO. Did you know that Google Search results are showing more and more videos on the first page? People are spending more and more time watching video. There are many components to YouTube SEO. Some of these main components are the title, description and tags and a few more we talk about below. Titles Titles are very important as this is what the user sees. Titles need to be descriptive to catch the user’s attention and get them to click on your video. The title also needs to have the keywords that you are trying to get the video to be found for. So if someone is searching for “YouTube SEO” having those two keywords in your title will help you to get your video to be found for this.     Description The description character limit is 5000 characters. Now while only the first 100-150 characters will be ...

Posted in: General, Search Engine Optimization by John Anderson on June 1, 2018

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