Digital Marketing Update – October 2016
In this month’s digital update, we look at demographic targeting, an upcoming Google update for Mobile, cross-device targeting, and how heatmaps reveal visitor behavior. Plus, we’ve got a sneak peak into how marketers do keyword research to help grow your SEO & PPC campaigns.
Come along for a quick read!
Marketing Stat of the Month
Mobile is the Most Important Device
The Global Web Index recently took a deep dive into devices, with the goal of learning which devices users consider most important for accessing the internet. Cited as the most important device for 41 percent of respondents, mobile devices won out over laptops, desktop PCs, and tablets.
If your website is not yet ready for mobile, contact us to get started. 
Seasonal Trends & Events
A quick look at what’s trending now and what’s coming up in the near future that you might want to start planning for.
Halloween Doesn’t Have to Mean Creepy Clowns
Today’s Halloween customs are thought to have been influenced by folk customs and beliefs from the Celtic-speaking countries, some of which are believed to have pagan roots. Who knew?!
It falls on Monday, October 31st this year.
Here Comes the U.S. Presidential Election
For those of us here in the states, we get to decide who will be the successor to President Barrack Obama. We won’t pick any sides here, just want to make you aware it’s really happening, in case you forgot.
The election falls on Tuesday, November 8th.
Do you have any digital marketing plans that include Halloween or could reference the election? Do you have products or services that are seasonal that you might want to ramp up? If your customer’s buying habits are changing as we head into colder months, maybe your advertising message needs to change too. If you need help identifying how you can better reach your clients in the time of Halloween and cooler weather, let us know, we are happy to help you.
Top Marketing Stories from Around the Web
NEW in AdWords: Demographic Targeting for Search Campaigns
Advertisers can now use demographic data to either create bid adjustments for different demographics or can exclude certain aged users or genders from seeing their ads on the SERP.
Find Out More »
Google bumps Expanded Text Ad deadline to January 31, 2017
At WebRanking we have been hard at work optimizing our clients ads for Expanded Text Ads. Now we’ll have more time to complete this. Do’s and Dont’s for ETAs »
Heatmap Tests Reveal Visitor Behavior
From people clicking on elements in your page that are not links, to things that are distracting visitors, heatmaps can reveal a lot about visitors. 8 Things Heatmaps Reveal »
Google (finally) launches cross-device retargeting
Soon advertisers will be able to reach users across devices with Google remarketing campaigns. See How »
Helping users easily access content on mobile
Google is adjusting their Mobile algorithm to potentially penalize websites that provide a lower quality of mobile experience to visitors through interstitials and overlays that hinder the visitors ability to access the content they are looking for. The update will take effect on January 10, 2017. Learn More »
Marketing 101
Digital Marketing is constantly evolving. Each month we’ll introduce you to a new and trending Internet Marketing topic, providing our insights while hopefully answering your questions along the way.
Keyword Research
Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. Let’s head to Moz’s “Beginners Guide to SEO” to learn more.
WebRanking News
Rivers Of Opportunity: Creating PPC Account Structures That Produce Performance Pools
WebRanking’s James Svoboda had the privilege of presenting at SMX East in New York on pay per click for a “Creating The Ideal Account Structure” session that was moderated by the highly respected Brad Geddes and also included Susan Wenograd and Justin Freid.
WebRanking visits Island Resort & Casino
One of the great perks of this job is working with some truly outstanding clients. James and I recently had the pleasure of traveling up to the Upper Peninsula of Michigan to visit with one of these clients, as our journey took us north to the Island Resort and Casino. Read About our Visit »
Client Spotlight
WebRanking has been working with the Scott Inman at Henderson & Daughter since August, 2010. We manage his Paid Search Campaigns and provide onsite SEO.
With the cooler temperatures rolling in, now would be a great time to get your drafty windows or doors replaced. If you’re in the Portland / Vancouver, be sure to find out more at hendersonanddaughter.com!
“Since WebRanking has taken over the management of our paid search campaigns, we have seen our average cost per lead drop by over 75% per lead! And not only has our cost per lead significantly dropped, but we have also seen our leads increase by 500% through our pay per click search efforts.”
– Scott Inman
If you should have any questions about any of the articles or topics in our newsletter, or if you have any digital marketing needs or questions that you would to discuss, please don’t hesitate to contact Chris Lister at [email protected] or call (503) 653.6134. We look forward to hearing from you.
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