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Search Engine Marketing Specialist at Elemental Web Solutions

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Elemental is recruiting! Calling all SEM maestros! If you are looking for a new opportunity and want to be part of a tight-knit team, keep reading …

At Elemental we see ourselves as family, if that sounds a bit like home, great!

  • Are you a Google Certified SEM Expert with at least 5 years of experience? Awesome!
  • You are able to conceptualize what you do and you are sure to make smart decisions for our business.
  • You are a master at risk assessment – you know the difference between changes that can greatly hamper the progress of a website and changes that can move the needle forward.
  • You love to get involved! Whether it’s creating a new case study, writing a blog post, or researching the latest trends, you’re always ready to dive in and help where you can.
  • You are organized. Updating project management tools or using good old spreadsheets isn’t a problem, because with everything going on around you, how could you not be.
  • You thrive under pressure. Strict deadlines? No problem!
  • You are a sociable person with superb interpersonal and communication skills.
  • You are someone who lives and breathes SEM, it is not just a job for you.
    You have an understanding of the types of B2B and B2C campaigns.
  • Very good understanding of ecommerce ads, tracking and reporting.
  • Knowledge of the following platforms: Google Ads, Analytics, Tag Manager, Merchant Center, Search Console, Facebook, LinkedIn, Twitter, Pinterest and Instagram.


  • Keyword research.
  • Maintain and optimize website content on various CMS platforms.
  • Develop and implement link building strategies.
  • Perform audits with recommendations as results.
  • Stay ahead of the latest SEO trends and implement measures to mitigate the effects of major algorithm updates.
  • Work closely with the development team to ensure SEO best practices are properly implemented on newly developed sites.
  • Recommend changes to website architecture, content, links, and other factors to improve SERP positions for target keywords.
  • Monthly SEM performance reporting.
  • Implementation of Tag Manager.
  • SEO performance and Search Console management experience.
  • Interact with clients to better understand their business and suggest SEM strategies.
  • Work with tools like Hotjar, make recommendations based on the results.
  • Design pitch / proposal documents and cost estimates for clients for internet marketing services.
  • Design and manage internet marketing campaigns for internal accounts and clients.
  • Implement SEO analysis, strategy, recommendations and updates for clients and internal projects.
  • Monitor the results and performance of SEO strategies on an ongoing basis.
  • Generate reports for campaigns and provide insightful analysis and recommendations.
  • Participate in content marketing and social media activities.
  • Perform customer service duties including customer meetings, customer calls and presentations.
  • Report to management on the progress of projects, strategies, industry trends and methods that can be implemented to improve the service offering and customer acquisition.
  • Provide in-house training related to SEO, Paid Search, Internet, and Content Marketing.
  • Carrying out general ad hoc tasks as required.
  • Manage internal customer and advertising accounts.
  • Must be able to deliver results (ROI) on campaigns.


We offer between R25 – R35k per month. Your salary will depend on your credits, skills and experience, we are negotiable if you are a perfect match for our company!


  • Show yourself, step up and own it! Most of all have fun!
  • Don’t just meet expectations, exceed them and be proud of them.
  • Add a personal touch to everything you do, we are human after all.
  • Arrive with a smile and leave with one too 🙂

Desired skills:

  • Google Ads
  • Google analytics
  • Tag manager
  • Merchant space
  • Search Console
  • Facebook
  • LinkedIn
  • Pinterest
  • Instagram

About the employer:


We love everything web and digital. We are a young (but experienced) team of designers, developers and marketers.

Our office is based in Table View, Cape Town. We have been operating for over 15 years, working with national and international clients, so you will be constantly exposed to clients who operate in a wide range of industries.

We believe in maintaining our STRONG culture, which is why we regularly host team events and spend some Friday afternoons playing music, playing arcade games and playing table tennis, while enjoying a cold brewski.

Employer and benefits:

Find out more / Apply for this position

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Social media marketing vs search engine marketing

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Internet and technological advancements have encouraged industries to promote their brands through digital means. For this reason, social media marketing and search engine marketing has been the most used strategy for promoting new products.

Companies are making considerable progress and growing thanks to digital marketing effectively. These tactics for sponsoring the best quality products and services are easily addressed to its targeted customers. Other than social media marketing and search engine marketing, there are many other strategies that could help organizations level up their products and make huge profits in the short term.

Before you start marketing procedures, it is important to consider the main differences and influences of social media marketing and search engine marketing. both marketing strategies have their distinguished impacts and server accordingly.

Today I’m going to tell you about social media marketing and search engine marketing by comparison means.

It will help you choose the appropriate marketing strategy that could effectively meet your goals.

Social media marketing

Social media marketing related to the use of social media to promote the company’s products and services to its target audiences.

It has several methods, and most companies use it for their fast brand recognition in target markets.

With the help of social media marketing, businesses could effectively market their products and services to specific audiences in seconds. He is the fastest methods to market the brand.

In addition, it also allows the company to engage directly with its customers.

Former clients to support good relationships with the company and new customers interact with the products and services radically. This way your business is able to focus and emphasize specific cultural values, mission and promotion style in order to attract huge short term customers.

It helps in generating massive traffic to the business site.

In social media marketing, brands mainly focus on emotional and intentional content to promote and market their services to their customers around the world.

Other than that, in social media marketing visual presentation is usual. Brands use pictures, video in order to pin up their services and their brand.

In social media marketing, is the target audience based on who they are? With social media marketing, brand influence improves if people don’t buy the product. They end up sharing and repost he in order to spread consciousness.

Some of them will buy the product and others will ignore it, but it might help attract customers. It’s fast compared to search engine marketing, but it’s better for influencing the target audience in the short term.

If a brand wants to grow quickly and wants to attract massive followers in the short term, social media marketing is one of the best approaches to serve. This will help attract more target audience instantly.

The target audience’s traffic in social media is not limited; more people will share and like the post, Brand reputation and progress will increase accordingly.

Your little post could attract a lot of audience to your site and you can profit from your success. Social media marketing has a wide commitment level with customers.

Search engine marketing

Search engine marketing is slightly different from social media marketing because it is a profitable strategy to promote new and existing products.

This helps improve search visibility on social platforms where customers search for desired products and services.

The deepest example of search engine marketing is displaying ads on several social sites for to encourage customers to use the products mentioning the potential benefits.

In this process, the marketing approaches are different because in search engine marketing the use of the promoted brand and trending keywords with low competition and high volume to market the brand.

This helps them rank their products and services at the top of search listings. When people search for something related to that offers products or services, they end up getting the most corresponding result. When the user clicks on it a d, then the brand has to pay for it.

It displays content full of efficient and demanding searches and associated keywords.

In search engine marketing, a long form of text is primarily used because it provides insight into reliability metrics for customers. It includes approximately 1000 To 1500 words because it is used to track the most used keywords and to make it easy for the user to search for the desired content.

In search engine marketing, target audience is prioritized based on what the audience thinks they are looking for and what could be doing it easy to meet their needs.

With the help of search engine marketing, customers are more likely to buy the services and products offered by the brand. In addition, when you click ads improves, the website is ranked in search results that improve brand performance metrics.

As a result, the brand could achieve remarkable credibility and reputation in the market with a valuable purchase. It is a time consuming procedure compared to social media marketing.

In this marketing strategy, there is a traffic limit as a website can support and serve a limited number public at a time. In the case of the high target, the traffic could lead to unwanted and negative consequences.

Search engine marketing has a low level of engagement, but it has high visibility factors which are favorable to to input a huge audience.

Social media marketing and search engine marketing are both good, effective, and useful, but both have their own advantages as a result. For effective and appropriate brand promotion, it is important to choose the appropriate marketing strategy and agency as between these two. Social media marketing is a short-term strategy, works on target audiences, focuses on emotional influence, and is free. At the same time, search engine marketing is the time taken, based on trending keyword research and displayed as paid ads across multiple platforms.

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Search engine marketing works best with branding

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To many search engine marketers, branding seems like something other types of marketers are doing.

Researchers generally think their job is to get rankings or buy keywords and the traffic (and sales) will follow.

But as I discovered the hard way, branding is absolutely tied to search marketing performance.

Several moons ago I started a paid search for Gateway Computers.

We did a good job.

In fact, we did such a good job that the ROI of paid search far surpassed any other channel.

One day I got a call from the Marketing Director of the entire Gateway.

Now realize that was in the early 2000s.

Searching as a string was seen as an afterthought.

Research was something you tried because everyone else was doing it.

It wasn’t a strategy, but a tactic that most marketers ticked off a long to-do list.

After the search box was checked, most major brands didn’t review the search unless something went wrong.


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But our efforts had caught the attention of Gateway’s senior management.

The CMO’s call was brief.

He congratulated me on the numbers, amazed that this relatively new channel is more effective at generating sales than his newspaper, print media, radio and television.

In fact, when he did the math, he estimated that search could almost quadruple sales at half the cost of his other channels.

He was in full swing.

He then announced a piece of news to me which, at the time, would change everything for me.

It shifted the vast majority of the marketing budget into our search marketing efforts.

In about 15 minutes, my budget has multiplied by more than 10.

As I hung up the phone, I did a happy dance.

Finally, a big brand was taking research seriously.

I was going to show the world that our channel was the best channel.

The case study was going to be epic.

Things went very well for about two months.


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As the budget increased, our percentage of return on investment actually increased.

We all congratulated each other and planned out all the money we were going to make after other brands saw what we had done.

But then something strange started to happen.

The overall search volume for some of our most popular products has started to decline.

We attributed it to seasonality, or maybe the economy was starting to weaken.

But about a month later, the numbers continued to drop.

Our once triumphant ROI numbers were starting to look average.

We’ve tweaked the landing pages and the creative, trying to recapture the magic.

But no matter what we did, the search volume kept dropping.

We spent our days trying to figure out what was going on, while also trying to keep the panic at bay.

By month six, the company’s sales were generally down.

In fact, it was the worst quarter for the company in three years.

What happened?

If no one is looking, no one is buying

In the early 2000s, Gateway was a well established brand.

The pioneering spirit of the company paired with boxes adorned with cow prints has made the company one of the most recognizable names in the computer industry.

But the early 2000s were also a time of tremendous change in the personal computer industry.

Each day brought new competition for established players.

And what drove the sales were the new products.

Search behavior was a little different back then, but one thing remains the same: If consumers don’t know a product, they aren’t looking for it.

Gateway continued to create innovative products, including a touchscreen tablet ahead of its time.

But in a world where touch tablets had never existed before, no one was looking for them.

If no one is researching your products, search engine marketing is not working.

Research doesn’t live in a vacuum

Looking back, it’s pretty easy to see what happened at Gateway.

Unfortunately, the company was sold to a competitor shortly after my saga unfolded and we never really got to wrap up our all-inclusive search engine marketing experience.


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But now I know that when the overall branding was suspended, the volume of search queries for the company’s products started to decline.

The drop was slight at first, but started to snowball until about the sixth month, we were seeing about half the search volume we had seen the year before.

There is no doubt in my mind that a good branding gives great search engine marketing results.

Just spell my name right

There is an old adage repeated by politicians and others that is disparaged in the print media.

The saying goes, “I don’t care what you say about me, just make sure you spell my name correctly.”

The implication here is that name recognition is, in many cases, more important than what is said about a company or an individual.

In today’s world, this general adage is questionable. But it remains true that if consumers know your name, you are more likely to get the click away when your site appears as a query response.


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Today we work with many clients who use radio advertising.

Customers who use radio effectively have significantly higher click-through rates than their non-radio counterparts.

We have seen the data and we know it is.

When consumers are looking for something and they see a name that they have heard or, they are more likely to click on that list.

Even if they don’t know where they got the name of the brand from.

There is also a correlation when it comes to bonding.

The links naturally go to brands with significant notoriety.

A few years ago, there was a significant debate over whether Google favored big brands in organic search.

In my opinion, Google doesn’t consciously favor big brands, but the algorithm favors sites with more links pointing to them.

Brands with name recognition get more links.

So Google favors these brands.

In paid search, brands that have good brand awareness get more clicks.


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This in turn improves the level of quality and these brands pay less per click than their unknown counterparts.

Sure, unfamiliar brands can be a big part of that ground with better creativity, but ultimately name recognition is going to continue to drive clicks.

A good creative fades over time, and you need to practice a rinse and repeat cycle.

Final result

Don’t think that branding has no place in search engine marketing.

Branding supports search engine marketing results.

Now go out there and look for ways to increase brand awareness and preference.

Your search engine results will thank you.

More resources:

Featured image by author, January 2021

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The search engine marketing leadership vacuum

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All politics are personal.

Whether you lean left or right, at the end of the day, the policies that affect your life are the ones you should care about the most.

I have long been an advocate for our industry to become more involved in the work to shape the laws that govern the ecosystem that provides us with our livelihoods.

As an industry, despite some valiant efforts, we have failed to create a united front that protects us from laws passed by bureaucrats who think the Internet is a ‘pipe series’.

Laws are constantly being proposed by politicians who do not understand the ramifications they will have on our industry, our businesses and our customers.

Facebook, Google, Twitter, and other social media platforms literally spend millions of dollars each year lobbying lawmakers, trying to influence legislation that could potentially upend all of their business models.

In the research industry, we lament our lawmakers’ lack of basic understanding of how the internet works – all the while sitting around and watching the companies that help feed our families react to potential legislation in sometimes action. draconian policies that have decimated specific industries.


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Executive orders

Before we talk about some of the steps Google and others have taken that have hurt legitimate industries, let’s look at the latest blow through the arc to our livelihoods.

On May 28, President Donald Trump signed an executive order to redefine a section of the old Communications Decency Act (CDA) passed in 1996.

Section 230 of the LOC protects social media and other providers of user-generated content from any liability resulting from what is posted by their users.

Without these protections, it’s safe to assume that Twitter, Facebook, and even Google wouldn’t exist as they do today.

In fact, Article 230 of the LOC has been repeatedly referred to as “the 26 words that created the Internet”

Trump’s executive order doesn’t appear to have a bite, however, his public feuds with the social media giants are far from over.

Article 230

I have been an expert witness on several occasions on issues related to article 230 of the LOC.


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I will be the first to admit that I think the law needs to be reconsidered.

Protecting UGC publishers from litigation creates a nightmare for many small businesses that have been vilified by competitors, disgruntled employees, and even ordinary trolls.

There is a thin line between a UGC editor creating an environment where comments and reviews are perceived to be tacitly endorsed by an authoritative source such as Google, although as search marketers be aware that this editorialization is much more algorithmic. than editorial.

But, by dismantling Article 230, we risk decimating the Internet landscape as we know it – including and especially Google.

There are no easy answers to this subject.

But I think people who understand how Google works – and don’t have a vested interest in Google’s financials – should give advice to our lawmakers.

Our industry does not do that.

Wasteland of the online advertising industry

Many legitimate industries are not allowed to advertise on Google, Facebook, Twitter, and other online platforms.

Google Advertising Policy Page lists many categories of businesses that are banned or banned from advertising on the Google Ads platform.

Twitter and Facebook both have similar listings.

Everything from healthcare to financial services has pockets of their industries that are affected.

These companies find themselves with SEO being one of their only options.

Anyone who has SEO into any of these “forbidden” categories knows that they are quickly becoming the “wild west”, where Google’s rules and terms of service don’t matter much, no matter what. or the way in which the algorithm tries to improve.

To my knowledge, none of the major search engines or social media platforms have ever contacted the search and social media industry to ask which companies should be able to advertise and which companies should not.

A vivid example of what I see as Google overstepping is the advertising restrictions on drug and alcohol rehab centers.

You can find these restrictions here.


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I don’t know of anyone who would say there is no societal need for these facilities.

But I also understand why Google has taken this position.

Frankly, Google couldn’t distinguish legitimate offers from scammers.

So they outsourced the verification function to a company called Legitscript – but most of the facilities involved are not even eligible for Legitscript’s services.

This leaves many small, sober homes and rehabilitation centers without many options.

They are forced to participate in very competitive and in many cases very risky SEO programs, which may or may not pay off.

Leadership void

Our industry has experienced a leadership vacuum for some time.

The recent demise of the Search Engine Marketing Professionals Organization (SEMPO), which became part of the Digital Analytics Association, was the last breath of our leadership in the industry.

SEOs can’t agree on who should lead us, let alone which path we need to take to move forward.

In our current state, the SEO industry is at the whim of other people who may not have our best interests at heart.


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Google will continue to dictate what it thinks is best for the industry, which in many cases is not best for those who practice search engine marketing.

Where are the leaders?

Where are the ones who are going to step up, take the hard knocks it takes to unify the industry, and get us a seat at the big boys table where the discussions that really matter take place?

I don’t believe the leaders are not there.

Our industry is full of tribes.

Tribes are tight-knit groups that help each other, care for each other, and freely share their knowledge – in most cases, regardless of competition issues.

But when it comes to making meaningful strides in influencing policy or improving the industry, we argue like the Hatfields and the McCoys.

I see ordinary people in our industry with opposing political views helping each other with technical SEO issues.

I know the industry can work together to create a better experience for both practitioners and consumers.


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But we need a unifier.

We need a person or a group who can make us all row in the same direction.

Once we have that, I believe there is no limit to what we can do.

So who wants to ramp up?

More resources:

Image credits

Featured Image: Created By Author, Jun 2020

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OuterBox, a Leader in Ecommerce Website Development and Search Engine Marketing, Celebrates 15 Years Today

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AKRON, Ohio, April 1, 2019 / PRNewswire / – Based in Akron, Ohio, Outer box has experienced strong and steady growth since CEO Justin smith founded the humble start-up in his two-bedroom apartment in 2004. Over the past 15 years, the company’s ability to stay ahead of emerging e-commerce trends and algorithm updates search engines has positioned OuterBox as an authority in e-commerce and digital marketing. Industries.

In just over a decade and a half in business, OuterBox has gained local, regional, and national recognition for its work in website development and related digital marketing services, including ranking on the Inc. list. 500 in 2012, by receiving the NEO Success. Awarded 2 years in a row and named one of Crain’s Cleveland Business Magazine Top 10 Marketing. Most recently, OuterBox was named the # 1 Ecommerce SEO Company in the United States by, a site dedicated to the rating and ranking of best SEO companies and agencies and a market leader in ecommerce SEO by

Call the 6,000 square foot third floor of from Akron The historic home of the Kaiser Building since 2012, OuterBox took control of the second floor in the fall of 2018 and shortly thereafter announced plans to open a second location in a new city.

The new OuterBox location will officially open in the Columbus, Ohio metropolitan area of May 2019.

“It’s been an incredible fifteen years for sure, and with the expansion into Columbus this year we have taken another important step in the rich and young history of our company ”, states Justin smith, founder and CEO, who credits his staff for the success of OuterBox. “We’ve made solid business decisions over the years, but we’re committed to hiring the best tech talent who Northeastern Ohio has to offer that has really set us apart from our competition. At the end of the day, it’s our people who work hard day in and day out to give our clients the best possible results. “

About OuterBox – A National Leader in SEO and Web Development

Launched in 2004, OuterBox is an e-commerce focused company website design company, providing personalized web development and digital marketing services to clients across the country. OuterBox offers award-winning search engine marketing services including SEO and CPC management for Google Ads (formerly Adwords), as well as other paid advertising platforms. Boasting a team of over 50 internal employees, OuterBox intends to open a second location in Columbus, Ohio Later this year.

Media contact:

Kati stephenson
Telephone: 1.866.647.9218
E-mail: [email protected]

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Facts About Search Engine Marketing

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Facts About Search Engine Marketing

written by Derek Backus on January 2, 2019 in Business Without Comments

Search engine marketing is about optimizing the internet search engine for business websites or marketing. It aims to increase the visibility of web pages and businesses. It has proven to be an effective strategy for reaching target customers. More and more customers have adopted the use of the Internet, whether for pleasure or for business. It is therefore imperative for businesses to optimize search engine marketing. The strategies used in SEM are effective in making a business more visible to consumers. You can read more about search engine marketing here. Here are the interesting facts about SEM:

Make advertising visible

Most of the sites have countless advertisements which tend to annoy people, especially when they have busy schedules. Such advertisements can waste your time as a marketer. Using SEM can help you get rid of these ads by making your site more user-friendly. Using the right keywords will make it easier for customers to navigate your site, thereby promoting your ad.

Online marketing is becoming more and more popular

The high number of businesses and businesses using the search engine makes it very popular. More and more companies have started to develop sites to increase their income by increasing their visibility. SEM can help you analyze and find the best keywords for your websites. This, in turn, will give your business better results and improve its online presence.

Most people use SEM when searching for services and products

Consumers use search engines to compare market prices and gather information on certain products. In addition to shopping, you can use search engine marketing to gain important information. Marketers are urged to develop robust sites that can attract more customers to their websites. Formatting your keywords and website is the best way to get high search engine rankings.

SEM is efficient

This technique is more effective compared to traditional marketing methods. Sites that rank well on search engines get more clicks, thus receiving free targeted traffic. Online businesses need to optimize their sites to reach more customers and increase their profits.

Entrepreneurs chase him to measure their progress

marketing results

SEM is an effective tool for measuring the progress of a branding effort through search engine optimization and search engine marketing. Measuring your progress is the key to increasing rankings and making meaningful improvements.

Search engine marketing is different from search engine optimization

SEM and SEO are different, but they are useful tools for running an online marketing campaign. SEO can help you get your site to be liked by other websites. On the other hand, SEM is an effective way to gain search engine exposure as well as build massive distribution networks and advertisements.

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Kenshoo Named # 1 Search Engine Marketing and Social Media Marketing Provider of Top 1000 Retailers for Fifth Year in a Row

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Content of Globe Newswire press release. The AP press team was not involved in its creation.

San Francisco, October 24, 2018 (GLOBE NEWSWIRE) – Kenshoo ( ), a global leader in marketing technology, was named the # 1 provider of search engine marketing and social media marketing technologies today in the Internet Retailer Leading Vendors to the Top 1000 Report 2019 for Fifth consecutive year.

The Internet Retailer Ranking of the Best Solution Providers provides a roadmap for retailers seeking the e-commerce technologies and services most valued by the top 1000 merchants. Supplier ranking is based on the number of retail customers ranked in the Internet Retailer 2018 Top 1000 guide working with each supplier and the online sales that these retailers represent. Kenshoo dominated as the vendor with the most Top 1000 customers and Top 1000 collective sales in the search engine marketing and social media marketing categories.

“As retailers continue to target specific audiences for their brand and product segments across a growing number of channels, paid search and social media continue to drive healthy sales growth for our retail customers,” said Will Martin-Gill, general manager of research at Kenshoo. “Search engines and social networks continue to grow and add innovative types of ads, which helps them remain among the most lucrative advertising channels for retailers, even as these brands are rapidly developing campaigns with publishers. e-commerce and mobile ad networks such as Amazon, Apple, and Pinterest. “

As e-commerce continues to grow, Kenshoo continues to develop new innovations that help retailers improve their returns and capitalize on emerging types and channels of advertising. The 2019 Top 1000 Internet Retailer Vendor Ranking combines data and case studies to provide an overview of the most popular vendors providing e-commerce solutions to the world’s largest retailers. The report ranks the top 10 vendors used by Internet Retailers Top 1000 Retailers in 30 categories.

Kenshoo provides comprehensive, top-notch marketing activation across channels with the highest customer engagement, including search, social media, and e-commerce, enabling success by maximizing channel impact and lifelong value of the customer. As the industry leader and award-winning A digital marketing platform, Kenshoo provides opportunities to re-engage and grow customers among the world’s leading publishers and across all devices.

About Kenshoo Kenshoo is the leading technology platform for brands looking to plan, activate and amplify effective marketing on the most engaging digital channels. Kenshoo offers the only marketing solution that provides data-driven insights and optimization technology to help make informed decisions and drive performance on Google, Facebook, Bing, Pinterest, Snapchat, Instagram, Amazon, Apple, Yahoo, Yandex, Yahoo Japan and Baidu. Kenshoo’s cutting-edge machine learning algorithms and AI enable businesses to predict and track the ever-changing consumer journey. With 27 international locations and backed by Sequoia Capital, Arts Alliance, Tenaya Capital and Bain Capital Ventures, Kenshoo generates more than $ 350 billion in annualized revenue for the world’s largest brands. Please visit for more information.

The Kenshoo brand and product names are trademarks of Kenshoo Ltd. Other company and brand names may be trademarks of their respective owners.

Kraig Smith Kenshoo 1-312-432-9405 [email protected]

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10 Quick Tips To Improve Your SEM Search Engine Marketing – Rohan Ayyar

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Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

Search Engine Marketing (SEM) is the process of improving your website’s visibility on search engines, primarily by showing ads that target the keywords your customers are looking for. To some extent, this also involves organic marketing, or what is better known as search engine optimization (SEO).

Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

1. Don’t start without keyword research.

If someone says “the keywords are dead” just look the other way. Keywords or search queries are always at the heart of search engines, and with the rise of voice search, you need to target even more semantic terms and long tail keywords. Use tools like SEMrush Keyword Magic or Topic Research to generate relevant lists of primary and secondary keywords (and associated or industry-specific phrases that your audience is looking for) before starting any SEM campaign.

2. Base your ad format and copy on the nature of the SERPs.

There are three types of search queries: informational, navigation, and transactional. Search engines change the way they display ads depending on the nature of the query. For example, the transaction terms generate Shopping ads that display the product and the price. Make sure to create ads based on searcher’s intent, keeping your customer journey and sales funnel in mind.

3. Optimize for cross-channel marketing.

Search engines take many factors into account when ranking a website for a keyword or phrase. This includes the relevance of your content as well as the value of your branding. As a result, even your campaigns on other websites, social media, or even traditional channels indirectly influence how people search for your brand terms and how Google associates your brand with unbranded terms.

4. Watch your competition closely.

SEM is a channel where you can easily emulate your competition – and beat them with a few tweaks. After all, your options are limited by the functionality of the ad exchange or platform, like Google AdWords. In addition, you can also bid on your competitor’s brand terms if they are not, as well as your own to keep them from getting the upper hand without spending a lot.

5. Use guides.

Half the money spent on advertising is wasted. The problem is which half. Determine your key performance indicators (KPIs) at the start of each campaign and monitor each metric – like cost per click (CPC), cost per acquisition (CPA), customer lifetime value (CLV), clickthrough rate (CTR), ROAS (Return on Ad Spend), and so on – it’s important for tracking your KPIs. Be aware of the standards and averages of these metrics in your industry to be sure your budget is being used wisely.

6. Get professionals to write your ad copy.

Search marketers and account managers can be forgiven for thinking that if they understand the ad platform, they can copy the ads as well. Big mistake. Bring in a creative team to create your titles, texts and graphics, and have them checked by a subject matter expert for the technical details. The traditional approach to advertising always works best, if you can do it and scale with digital speed.

7. Effectively target desktop and mobile devices.

People search in different ways from mobile and desktop devices. Mobile queries have immediate, location-based context, while desktop searches are more focused on information gathering. The cost of these ads also varies accordingly. Create different ads for mobile and desktop taking these factors into account.

8. Target locations carefully.

Google AdWords allows you to geographically target people using attributes such as their IP address, GPS coordinates, or specified location. Apart from that, you can target customer segments at the national, regional or proximity level (radius around a location). Research the cultural preferences and external influences in each location before launching a campaign in that region.

9. Use all the features of the platform, especially the news.

Google AdWords frequently changes the way its ads are structured and displayed. They introduce new “extensions” from time to time, allowing you to add critical information such as a phone number, limited time offer, or shipping information to your ad copy. These features are displayed prominently by the search engine itself, so there is no point in ignoring them. You can also use different bidding strategies depending on these characteristics and factors such as time, location, and device.

10. Always test.

Keep experimenting with different facets of your campaign. You can test the keywords you’re targeting, parts of your ad copy (headline, link, etc.), text, layout, and calls to action on your landing pages (where visitors land when ‘they click on your ad), bidding strategies, and more. Based on the results, you can start new campaigns, stop the poor performing ones, and get more ROI over time. This is by far the fastest, most efficient way to find the growth hacks that are right for you!

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Four Search Engine Marketing Updates Busy Marketers May Have Missed

By Search engine marketing No Comments

Google changes so often these days that many marketers have a hard time keeping up with it.

Just look at all the Google algorithm updates to give anyone a headache.

Marketers need to keep up with them though, even if search engine marketing is only a small part of their job.

At a recent Econsultancy event in Singapore, Digital Outlook 2017 Part 2, hosted by NTUC, delegates received an overview of several important changes recently made by Google. Here are four provided by search engine marketing expert Eu Gene Ang, Econsultancy’s lead trainer in Asia.

1) It’s time to review your AdWords campaigns

Search engine marketing is not always at the heart of a brand’s digital strategy, and as a result, AdWords campaigns can often be left unattended for long periods of time.

Eu Gene has advised brands to review AdWords now, as the Search Engine Results Page (SERP) has changed dramatically over the past two years.

First, the SERP previously had two columns, including one dedicated to AdWords ads, but now it’s a single column designed to appear the same on mobile and desktop.

While this change might seem somewhat trivial, one important thing for marketers to note is that the old SERP had up to 11 ads at the top of the page …

… And now the top of the SERP only has four ads with three more at the bottom.

As the potential ad space on the first SERP has been reduced from 11 to seven, keyword and bid optimization has never been more important.

Another major change to the SERP is that the text of the AdWords ad has been significantly expanded. Previously, advertisers were limited to one title, subheader, and link.

Now advertisers have a lot more space to draw attention to their brand, internal site links, and even reviews.

Marketers are encouraged to review their current AdWords ads and inquire about extensions at Google Support Site.

Keyword bidding strategies have also undergone a number of upgrades over the years. While advertisers can still bid on individual campaigns, ad sets, and keywords, Google has added several strategies that will make your life easier. These include:

  • Target search page location – to help you stay on top of the SERP
  • Target CPA – where you set a conversion goal (cost per acquisition) and ask AdWords to budget based on that conversion
  • Target upgrade share – to help your ads stay ahead of a specific competitor
  • Maximize clicks – to generate the most traffic to your site
  • Improved CPC (cost per click) – which adjusts your manual bids to help you get more conversions

You can find more details on each of these strategies at Google AdWords Support Site, but in short, Eu Gene’s recommendation is that marketers should avoid spending a lot of time on manual bidding and “let Google’s AI do your bidding for you!” “

2) organic search engine optimization is also evolving

An entire industry has grown around content optimization and page markup for Google, commonly known as Search Engine Optimization (SEO).

However, as Eu Gene pointed out, almost all SEO is based on the idea that Google is an ‘information engine’ that simply reads content from a web page and stores it in a database. indexed. The theory behind SEO is that the easier you make it easy for Google to read, store, and recall your site information, the more your page is optimized for a top position on the SERP.

Today, however, Google is moving from an “information engine” to a “knowledge engine”. Instead of showing search results purely on the basis of keywords, Google now aims to understand each user’s intention and provide the best possible response on the homepage.

This change is quite noticeable when searching for a well indexed subject such as a movie, a company or a country. While Google always offers results based on the keyword, the SERP also displays “knowledge” (like Google searches semantically, finding data it thinks the user wants to see).

Here we can see that a search for “Laos” not only provides a normal SERP (left), but there is also a “Knowledge Panel” on the right containing commonly searched details on the topic.

This means marketers need to reconsider their keyword strategy and make sure they don’t try to optimize for short keyword terms that are already well supported by Google.

Additionally, for retail brands, Google may provide locally relevant business information in the Knowledge Panel. While Google indicates that it is not possible for marketers to modify this panel directly, the best practice is to keep all information on the brand website up to date so that the brand website remains the central authority for brand information.

3) Google goes mobile (again)

On April 21, 2015, Google updated its algorithm to rank webpages that appeared correctly on mobile higher than those that were optimized for the desktop. Known colloquially as “mobilegeddon,” this update resulted in a 21% decrease in non-mobile pages on the first three pages of search results, according to BrightEdge.

As Google said at the time, however, “mobilegeddon” was just the beginning.

Recently, Google announced that it will divide its page index into two indexes, one for pages optimized for mobile and another for those that are not.

Participants were also warned that the non-mobile optimized index will not update as often as the mobile optimized index. This means that brands that are not optimized for mobile may not have the most recent information on Google and may not even appear in a mobile search.

Delegates whose brands have not yet optimized all of their web properties for mobile viewing have been strongly advised to do so now.

4) RankBrain is a new misunderstood SEO ranking factor

Finally, Eu Gene told delegates about a new Google ranking factor that uses artificial intelligence to process search results and deliver more relevant results for users. Called “RankBrain”, it has been widely misunderstood by many marketers as another SEO ranking factor for which they will need to optimize their website.

According to Gary Illyes of Google, however, there is no RankBrain “score” and it is not possible to optimize a website for RankBrain.

Instead, RankBrain acts as an interpreter of both searcher intent and website content to find the best match for the user.

To make sure brand websites don’t fall into the rankings, Eu Gene suggested that marketers should ensure that the content is:

  • Costs – so that researchers are likely to see recently relevant information
  • Engaging – because RankBrain will assess whether previous researchers were satisfied with the results
  • Deep – so that RankBrain can better assess the relevance of the page for a searcher

While this seems like a difficult list to follow, Google has always advised that web content should “deliver high quality content” via a “useful and information-rich site” with a page that “clearly and accurately describes your topic.” .

So, the best practice for RankBrain is to simply follow the same Steps to a Google Compatible Site which have been recommended for many years.

A word of thanks

Econsultancy would like to thank Eu Gene Ang, Senior Trainer, Asia, Econsultancy for his presentation as well as the delegates who took the time to attend despite their busy schedules.

We hope to see you all at future Econsultancy events in Singapore!

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