PPC in 2020 And How It’s Changing

PPC in 2020 And How It’s Changing

Pay Per Click (PPC) marketing has been around in the digital works since almost the beginning of time, when Google came into existence and changed all of our lives forever. By far the most common type of PPC marketing was Search Engine Marketing (SEM) where marketers can buy ads at the top of search engine results pages that match the keyword or phrase someone searched. As with the rest of digital marketing this practice has evolved considerably and here are some of the top 3 things we've sen so far this year and will continue to see into the future. Buying PPC Audiences not Words As more and more audience data is put together you can start to leverage this in exchange for just buying keywords and not worrying about the person who is searching for that item in that moment. In the past we wouldn't need to care all that much as long as someone wanted to search for that...
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ADA Web Compliance Needed More Than Ever in 2020

ADA Web Compliance Needed More Than Ever in 2020

As we mentioned on our page about our SEO services ADA compliance is something that has been a growing issue and something that web developers and owners of websites have to come to terms with. A couple of quick refreshers if you haven't seen our other blog posts about ADA Compliance. What is ADA Compliance for Websites This refers to the process of making your website accessible for people with certain disabilities covered under federal law. The rules laid out to be considered compliant have to do with some of the following things: Making sure the text is readable compared to the background color. Making sure images have been tagged so visually impaired people can have image descriptions read to them Making sure the site is navigable by other methods besides a mouse So What Does This Mean? If any of these things sound familiar to you it's because some of these have been the cornerstone of on-site SEO for years. So there...
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SMS Marketing in 2020

SMS Marketing in 2020

Short Message Service (SMS) is the most common type of text messaging in the world today. SMS Marketing is utilizing the messaging services most people use as a way to get your brands information / offers in front of your target audience. This medium has been used for quite a while, but as is the case with most digital marketing, it has never been more accurate and data driven than today. There are certainly some drawbacks to Text or SMS marketing but some clear advantages as well. Let's explore both: Pros Engagement (the majority of people open every text they receive)Tracking (most major SMS marketing services can tell if your messages are read or not, how many times and if any call to action in the message has been performed)Cost (there is a relatively low point of entry) CONS Creative (with only 160 characters per SMS message there isn't a lot of opportunity to let your creatives really explore)Spam (it is relatively easy for...
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Domino’s Pizza & the ADA 2020

Domino’s Pizza & the ADA 2020

Recently a decision from the Supreme Court of the United States (SCOTUS) against Domino's Pizza LLC dealt a major blow to companies that refuse to follow the American's with Disabilities Act (ADA) requirements for websites. ADA website compliance has been a growing issue for the past few years. Title III of the ADA lays out specific guidelines for websites in the public space to follow and ensure that they are accessible for all potential customers. We have written extensively in our blog before about ADA compliance, you can read those posts here in the archive. This case was the first time that SCOTUS weighed in on a Disabilities Act lawsuit. A man named Guillermo Robles had sued Domino's Pizza because he was not able to complete an order online with his screen reader software for visual impairment. Eventually his lawsuit was heard by the 9th U.S. Circuit Court of Appeals who ruled that Domino's did have to fix their...
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SEM vs Display Advertising in 2020

SEM vs Display Advertising in 2020

Where’s the best place to spend marketing and advertising dollars? In the world of paid digital advertising, two of the biggest players are search engine marketing (SEM) and display marketing. On the surface, search engine marketing (SEM) programs like Google AdWords might seem like the best channel to maximize return on investment (ROI). “US marketers will spend more than $103 billion on search, display, social media, and email marketing by 2019—but search will remain the largest share of interactive spend (about 44%).” Why are marketers spending so much on search? Because search spending works. However, let’s not overlook another important aforementioned piece of that $103 billion pie: display marketing. (Think banner ads.) So what’s the best strategy for your next effective paid digital advertising and marketing campaign? By pairing display marketing with an effective search engine marketing strategy, you’ll be able to reach more prospects and customers—but to see real ROI, the trick is knowing how and when to use display marketing. Here’s our rundown...
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