Author: web_coder |
2 2014 |
Views: 3 |
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Google recently updated its Webmaster Guidelines, specifically its "Little or no original content" page, to add "low-quality guest blog posts as an example of unoriginal content.

Given Matt Cutts' statement against guest bloggingfor SEO (links) in January, this is yet another Google move to condemn low-quality guest blogging.

I dont think many will be surprised by this update. Nobody should be. Googles clearly been against manipulative tactics to build links, which certainly includes mass guest blogging with low-quality content for links and links alone. Googles been working hard to devalue and punish such activities.

Does this mean link-building itself is on its way out? Hardly. But if youre working to scale links, and willing to sacrifice quality for quantity, youre asking for trouble.

Scaling link-building typically results in low-quality links. Links that Google wants to devalue, or even punish. If weve learned one thing in the last two years, its that.

I wish Google were more transparent about what is allowed, instead of saying what isnt. I understand why they dont, of course it would make it much, much harder for them to update their guidelines.

I attend and speak at a wide variety of conferences each year. I commonly interact with both new and long-term clients. The most common question I see year over year is "Which links are safe? Which links are valuable?" This led me to my companys motto "FTBOM" (pronounced "foot bomb"), which means "For the Betterment of Mankind."

Basically, does the link make sense? Does it make the Web a better place? These are good foundational questions to ask about your link-building activities. But lets get more specific. Here are five questions to ask yourself to help you build future safe links, even as Google continues to update its Webmaster Guidelines:

  1. Are you building quality or quantity?

  2. Are the links editorial in nature?

  3. The sweat check did you put in hard work? Creative energy?

  4. Do your links meet business goals as well?

  5. Are you building diverse links from diverse tactics?

Lets take a look at each one.

1. Are You Building Quality or Quantity?

We all know and have been taught that there is a right way and a wrong way to do things. And lets be honest link-building circa 2006 didnt feel like "the right way."

Link-building pre-Penguin was basically a shortcut to ranking. It was easy to go out and build mass links that moved the needle but would look questionable at best to a human.

That era is over.

Links today need to be quality, not quantity. It doesnt take hundreds or even thousands of links to move the needle. A handful of links month over month can produce great results.

And the only way to build those links is to deserve them. No schemes, no tricks. Simply good marketing and promotion to build votes of confidence (links), which is what Google wanted links to be before all the SEO manipulation.

If you want to build links Google likes, the links need to be editorial.

2. Are the Links Editorial?

Is the other site purposely and willingly linking to yours? Is the link at their discretion? Do they choose how and why to link to you?

Thats not to say you have to sit back and "earn" links you can and absolutely should promote/market your website. And links, as an important piece of online currency, should be a goal and target for that marketing and promotion.

We are none of us ignorant anymore. Anyone with a website worth receiving a backlink from understands the power of that link: They know that a link is a connection between their site and yours; they know that its a public recommendation from them to their visitors; and they know that Google will consider the link a signal of trust and authority in their algorithm.

When someone is willing to place that amount of faith into your website, page, or resource, thats how you know youve built a quality link. But editorial links arent easy to build.

To build such editorial links, youll need hard work and creativity.

3. Did You Sweat?

Of course I dont mean literally.

Matt Cutts, distinguished engineer and head of Webspam at Google, recently said that building links isnt inherently bad, or "black hat," at SMX Advanced in June.

He did, however, say links should be the result of "sweat plus creativity." The point being that the links Google wants to count are the links that are earned with hard work and creativity. You have to deserve the link, you have to work for the link, you have to find a way to add value to the Web, and then promote the hell out of that value to the right audience.

Thats where link-building is headed. No more "hacking the algo" or spammy links built across a network of low-quality sites. Instead, links should truly be a sign of authority, creativity, trust, and thought leadership. And you build links through savvy, persuasive promotion.

4. Do Your Links Meet Other Business Goals?

If the only value of the link is for search engines, odds are the link isnt really worth your while.

Google doesnt want people treating search engines and site visitors differently (despite the nofollow nonsense happening with guest blogging). Theyve said that from day one. So if the only reason you want the link is for a search engine spider to crawl it, thats not a link theyll want to count.

Besides, if you pursue links that offer real business value, thats killing two birds with one stone. And if theres one thing an SEO should be obsessed with, its optimization.

So what other business values can you meet through links? Glad you asked.

  • Referral traffic

  • New audience engagement

  • Branding

  • Recognition from niche influencers

  • New relationships

  • Etc. etc.

Link-building is really about exposure. Any benefits that come with normal brand exposure can come via link building as well.

Its 2014, and interacting on the Web has serious business potential. Building links requires interacting with a wide variety of people important and relevant to your own business. If your only pursuit is the link, youre missing out.

So dont just look for links that will flow PageRank. Look for links that will have an actual impact on your business.

5. Are You Using Diverse Tactics to Build Diverse Links?

No one knows the future. Google will continue to evolve, grow, and expand.

The old expression "dont put all your eggs in one basket" is a universally respecting truism for a reason. Its foolish to expect that a single tactic is all youll need.

This is true with links as well. The fact is when Google makes sweeping changes, theres very real collateral damage. Innocent websites are impacted. Livelihoods are threatened. Even good, honest links might be devalued or punished in the mix.

While the rest of these questions are designed to help you build links matching Googles intent, this question is meant to protect you from Googles changing policies. Because no one, no one is safeor sacred when Google changes policies.

The fact is using diverse tactics to build diverse links has a variety of healthy benefits, and is the intelligent marketers route. Recently, Cory Collins at Linkarati covered the topic in depth, citing these five benefits of using diverse tactics:

  1. Protection from Googles shifting guidelines

  2. Scaling a single tactic is often viewed as manipulative

  3. Algorithms excel at spotting patterns

  4. Customized campaigns are more likely to be successful

  5. Diverse strategies will result in more valuable links.

If you want lasting value from your link-building efforts, you need to be using diverse tactics. Period.


Google has once again updated its guidelines to cite low-quality guest posts as a form of thin or unoriginal content.

Google is going to continue to change, evolve, and expand its Webmaster Guidelines as the Web continues to grow, expand, and evolve.

My advice is to look to the future and be sure youre matching Googles intent, as well as follow the rules clearly laid out in its guidelines. In link-building, you can test the veracity of your campaign with five questions:

  1. Is your goal quality or quantity?

  2. Are the links editorial?

  3. Did you work hard for the links?

  4. Do the links help achieve other business or marketing goals?

  5. Are you using diverse tactics to build diverse links?

Follow your instincts. Weve all been taught the importance of hard work and strong ethics. And never be afraid to promote yourself, and chase the links you deserve instead of waiting for the links you earn.

The Original Search Marketing Event is Back!SES AtlantaSES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!

Author: web_coder |
2 2014 |
Views: 3 |
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What is an ad exchange?

An ad exchange is a type of online marketplace of unsold display ad space (belonging to sites or networks) which allows publishers and advertisers to buy and sell ad inventory automatically. It improves transparency and targeting by auctioning impressions in real-time between multiple bidders- allowing for publishers to get the best price on their space and for the advertiser to target the most accurate audience. Additionally, it reduces the cost of a middleman by making this a direct buy.

So what are the top ad exchanges YOU should be using?

doubleclickDoubleClick Ad Exchange (Google): Owned by Google, this is by far the largest ad exchange out there. It is a premium version of AdSense that has access to the worlds biggest pool of advertisers that pay the highest CPMs. Buyers benefit from having access to thousands of publishers of all sizes, with massive reach, leveraging their own data and optimization capabilities to bit in real time, powerful targeting tools which put the right ad in front of the right audience at the right time and a single bill for payment.

microsoftMicrosoft Media Network (Microsoft): The Microsoft Media Network is Microsofts premium display network. It is built on quality inventory from trusted sites across the web including Microsoft own and operated sites such as MSN. By leveraging exclusively owned and partnered data sources such as Microsoft accounts, MSN, and Bing, their high-quality reach empowers you to better determine when, where, and how you connect with your audience.

adtechMarketplace by Adtech (AOL): Part of the AOL network, Marketplace is a platform which enables the efficient buying and selling of digital advertising. AOL Networksenables the worlds top marketers and media brands to reach consumers across desktop, mobile, tablet and connected TVs with impact through premium experiences, programmatic buying and performance driven campaigns.

openxOpenX: The OpenX Ad Exchange is one of the largest in the world and includes 800+ publishers running more than 100 billion ad impressions every month. Hundreds of the industrys top DSPs, networks and trading desks buy ad space, and in fact 96% of leading advertisers buy ads through our ad exchange.

appnexusAppNexus: With this exchange platform, you get instant access to hundreds of demand partners. AppNexus allows you to decide how transparent you are based on the individual buyer. You can control the visibility of your sites, the information shared about your inventory, and who can see what.

Ad Exchanges work with tons of advertisers and publishers, and figuring out which ad exchange is right for you may be a challenge. Using media intelligence tools such as AdClarity can help you see exactly which publishers and advertisers the ad exchange of your choice is working with, helping you decide if they are relevant or not to your business. Additionally, you can discover many other ad exchanges (as we only listed the top 5) that may work much better for your industry.

The above sponsored postwas written byOdelia Preger is the VP Marketing atAdClarity. Get your free trial here.

Author: web_coder |
2 2014 |
Views: 3 |
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After more than 200 comments on a Google Search Help Forum thread last week, reporting a glitch that caused an older version of Googles search page to display in certain browsers, a Google employee claimed there was no glitch at all.

According to Googler Nealem, the page was working just fine. The Google employee left the following comment on the thread last Friday:

Thanks for the reports. I want to assure you this isnt a bug, its working as intended.

She went on to say Google can only provide limited support for outdated browsers, and advised searchers to upgrade their browsers via Googles

Apparently, displaying the older version of the search page (as pictured below) in outdated browsers was Googles way of convincing searchers to update their browser.

Google old homepage

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

(Some images used under license from

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Author: web_coder |
2 2014 |
Views: 5 |
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In August 2014, Google announced that they would give a small ranking boost to HTTPS with the new HTTPS ranking factor. Now that it is a few weeks later, many are wondering how much of an impact does HTTPS URLs actually have on rankings.

The answer according to SearchMetrics is none currently. Marcus Tober of SearchMetrics said there is no data to prove that HTTPS has any impact on Googles rankings after the ranking factor launched in August. Marcus wrote:

In a nutshell: No relationships have been discernible to date from the data analyzed by us between HTTPS and rankings nor are there any differences between HTTP and HTTPS. In my opinion therefore, Google has not yet rolled out this ranking factor and/or this factor only affects such a small section of the index to date that it was not possible to identify it with our data.

Marcus shared data on HTTP vs HTTPS URLs and their ranking change, if any, and after removing outliers, there was no data to show a ranking improvement:


I personally have migrated two sites since the HTTPS ranking factor launched and I also have seen no significant ranking impact on either site. In fact, I am happy that there was no drop in rankings or traffic from Google and not surprised to see no increase in rankings or traffic from Google.

I migrated the Search Engine Roundtable on August 12th and there was a 0.63% drop in Google organic traffic comparing August 13th through September 1st, to the same time period before. 0.63% is not a significant number at all and thus the data is not conclusive.

I migrated my corporate site, RustyBrick, on August 7th and there was a 3.00% drop in Google organic traffic comparing August 8th through September 1st, to the same time period before. The issue is, we had some nice product announcements during the time period before, so a drop of 3% is not alarming at all when analyzing the data.

The good news is that migrating from HTTP to HTTPS should not harm your sites ranking in Google, if done right. But you wont see a significant or any ranking benefit in the short term, at least now, when doing so. That may change as Google tweaks the factor over time.

To be fair, Google did say this is a very lightweight signal.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

(Some images used under license from

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Author: web_coder |
2 2014 |
Views: 3 |
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Over the weekend, Google announced the roll out of Consolidated Billing for AdWords users managing multiple accounts through an MCC (My Client Center).

The new billing system combines invoices for several accounts into one. Consolidated Billing will replace MDOs (Manager Defined Orders), which were only available upon request from a Google rep among other requirements.

Consolidated Billing is designed to be more flexible, allowing agencies and large advertisers, for example, options to set up accounting requirements by client, brand, product, division or product category. With just one Master Service Agreement, Consolidated Billing users can create budget orders in any account without a Google rep.

Invoices show spend for multiple accounts and are available for download at the end of the month or can now be set for email delivery.

Accounts will be automatically transitioned to the new billing system between now and the end of the year. MCC account holders will receive a notification when Consolidated Billing becomes available to them.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.

(Some images used under license from

No fluff - just the best news in paid search marketing every week.

Author: web_coder |
2 2014 |
Views: 3 |
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two question mark cufflinks

On July 5, 2014, a food blog called Food52 shared a quiz on Twitter titled, Which cake are you?

The quiz was built to raise awareness for several new cake recipes on the site, and the results of the quiz showed each quiz takers cake type, as well as a link to check out the recipe for said cake on Food52s blog.

By the end of the day on July 7, just three days later, the quiz had been viewed more than 20,000 times it was a hit.

Food52s quiz-success story is not the only recent one. In the last six months, quizzes have been popping up at an increasing pace all over the web.

Content marketers are itching to get involved, but the elements of a successful quiz are complicated.

To help ease the entry into the world of quizzes, Ive put together guidelines based on more than 1,500 quizzes Ive helped brands create.

Then, Im going to outline three top examples of content marketing quizzes, and finally Ill discuss various distribution methods that drive traffic to your quiz.

Lets get started.

Part 1: How to create an intriguing quiz

There are several key aspects to keep in mind as you construct your quiz.

Pick the right topic
Before you get started writing a quiz, youve got to come up with an idea. For some companies, the answer is obvious, such as What kind of dog are you? for a dog blog, but for others the best subject is not so clear. Here are some tips on picking a topic:

  • Know your audience. Create your quiz for a specific group of people. Trying to reach the whole world is both impossible and a recipe for failure. If your quiz addresses a group of people that is very interested in the quiz, it will be much more likely to succeed, even if that group is not large.

  • Write to one person. Think of one person who would really enjoy your quiz and write to him. This will help you develop a friendly tone and comfortable writing style. Also, if you cant think of one person who would like your quiz, you may want to rethink the idea.


Write irresistible titles
The title of your quiz is its pickup line. Without a good one, youll repel potential quiz takers and fall into the oblivion where bad quizzes go to die. The good news is that there are title templates that consistently perform well and encourage clicks:

  • The actually title: How much do you actually know about world cup soccer? The actually title is just a knowledge test, but once you add the word actually or really, it becomes a challenge, and no one wants to back down from a challenge.

  • The Which (blank) are you? title: Which cake are you? These quizzes are based off of the traditional Meyers-Briggs personality quiz; just replace the personality types with the appropriate results for your quiz topic.

  • The celebrity comparison title: Which celebrity hairstyle should you get? This template is similar to the personality quiz, but you can place different results into the quiz that relate to your business.


Craft the questions
The questions of a quiz are where you get the chance to create a conversation with quiz takers and build rapport. This is where quizzes really start to show their magic. Unlike many other forms of content, quizzes are a one-to-one medium where you can speak directly to each person who takes your quiz.

Here are a few tips on building that conversation:

  • Let your personality shine. Or use an alternate personality and let that shine. The best quizzes create a connection with people by injecting some personality whether its your own or a character you create.

  • Follow the pub rule. Ask questions as if you were sitting in a pub with friends. This rule is named after the Irish Post , a UK newspaper that effectively reached Irish people living in London with a clever quiz that had a conversational question style.

  • Dont be afraid to get personal. Encourage people to tell you about themselves through their answers to your quiz questions.


Design results that get shared
The results of your quiz are your chance to get shared, promote products, and get clicks to your website. There are some simple rules to follow to maximize your chances of success:

  • Be positive. We prefer to share things that make us look good on social media. Make the results of your quizzes positive to maximize the possibility of people sharing your quiz.

  • Dont lie. While you want to be positive, dont just blow smoke. Base your positivity on real facts. For example, if you tell someone he is a truck, note how reliable and useful trucks are and avoid mentioning that trucks are big and dirty.

  • Prepare to be shared. There is a specific formula for how quizzes get shared. It goes like this: I got [my result] [title of the quiz]. For example, I got Chocolate. Which cake are you? When writing your quiz, make sure your quiz results and quiz title play nicely together when shared.


Part 2: Three ways to use quizzes

A quiz is a fun, interactive piece of digital media that doesnt feel like traditional marketing.

Here are three examples of ways companies have used quizzes to promote their businesses.

To drive traffic from the social web
Quizzes can bring social traffic back to your domain where your sales funnels can then go to work.

The Food52 quiz I mentioned at the beginning of this post did an excellent job in this arena. Each quiz result included a link to check out a recipe, and the quiz drove thousands of visits back to from Facebook and Twitter.


To generate new leads
You can use quizzes to collect new email leads by presenting an opt-in just before displaying the results of a quiz.

A good example of using a quiz to generate new leads comes from Worth Global Style Network (WGSN), an analytics company for fashion.

WGSN created a quiz called Whats Your Customer Type? and shared it with prospective customers. The quiz content demonstrates the solutions that WGSN provides for their clients. Just before showing the results of the quiz that reveal your customer type, the quiz asked for an email address so that WGSN could send more information about customer analytics.


The same principle can be used with any business just swap out the call to action and youre all set.

To gather valuable information about your visitor

Author: web_coder |
2 2014 |
Views: 4 |
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There are people in everyindustrywhowe look up to, who set the bar for excellence and are pioneers in the field. They are remarkable at their craft, but they also inspire others. Brad Geddes, Melissa Mackey, and David Szetela are just a few of the PPC specialists who have always inspired me to be better.

Great PPC specialists have certain qualities that set them apart. These qualities help with day-to-day management, client relations, and knowledge sharing.

Most importantly, these characteristics foster the ability to think big and answer questions people arent even asking.

Below are the five qualities that define the best PPC specialists:

Thinks Critically

What does it really mean to be a critical thinker? Are you critically thinking when you begin preparing for your spring PPC campaigns in the fall? Or are you a critical thinker when you look at a report and anticipate questions yourclient will askbefore he has the chance to ask?

I define questions like these as critically thinking, but only to a certain degree. Bigger, more holistic questions might be:

  • What are early trends showing for next spring?

  • What cost projections should I be showing the client?

  • How have the new Google Shopping campaigns impacted my PLA exposure from previous months?

  • How did paid search help other marketing channels?

Multi Channel Funnels Report 760x281 5 Inherent Qualities of Great PPC Specialists

A Google Analytics Multi-Channel Funnel report. Screenshot taken 08/22/2014 of Google Analytics

A critical thinker looks a step ahead in an effort to get ahead of the game. For example, when Google Shopping first became a fully paid platform, very few people were discussing feed optimization. As Shopping matured, having a well-categorized and clean feed became much more important.

Those who had anticipated the evolution were already practicing advanced tactics.

Critical thinkers look beyond face value. Perhaps a business saw a significant decline in conversions in July 2014 versus July 2013. Eight of the ten campaigns performed the same while two saw conversion decreases. The question then becomes what caused the decrease. At face value, certain keywords performed better last year even though ad copy stayed the same. The conclusion may be that the keywords arent as popular, or perhaps theyve become more expensive.

The critical thinker will look for more in-depth answers. Perhaps the business was the exclusive seller of a product or the price was much lower, causing them to beat the competition. Or external factors like seasonality and popularity allowed the keywords to be more effective in 2013. Or, perhapsa website change has negatively impacted the conversion rate.

Whatever the case may be,a critical thinker researches more deeply.

Thinks Beyond PPC

The best PPC Specialists look at the entirety of the online marketing industry. PPC impacts many channels and vice versa. Here is aperfect example is what is going on with SEO: over the last few years there have been many updates designed to provide users with better organic results. Many companies have lost huge portions of their SEO traffic, forcing a greater investment in PPC.

Additionally, between ad extensions and PLAs, more of the search results page is taken up by paid listings than ever before.This change matters when looking to get the most ROI out of your PPC campaigns.

Its also about examining how your own site will impact performance and understanding that ongoing site optimizations are important to PPC. Conversion rate optimization (CRO) is the big discussion here. What happens post click should be just as important (if not more so) than getting the click.

Finally, redesigns and everyday website updates must be reviewed. For example, a websites URL structure can determine how tedious or easy it will be to create remarketing lists.

A great PPC Specialist understands that PPC is part of a much bigger ecosystem.

Writes Well

We often think of PPC as being extremely data oriented, but it is just as much about the written word. Between workload, emails, blogs, and miscellaneous items, I would guessthe average PPC professional writes at least a couple thousand words a day. Since writing is such an important part of the job, it makes sense that the best PPC Specialists write well.

The biggestconsequence of poor writing is wastedtime. Whether its an email or a blog, poor writing causes confusion for readers. A client reading an unclear email will respond asking for further clarification, eating up time for both parties. A blog editor is going to spend time editingor essentially rewritingthe article. The bottom line is that poor writing equals time wasted.

I hit on it earlier, but the biggest thing you can do to avoid wasted time while writing is to anticipate. As you write client emails, foresee what they will ask and answer those questions in theinitial email.

For example, if you tell a client that leads are down 30% without explanation, the natural follow-up question will be Why are my leads down? Or, if youre writing a blog, play Devils Advocate. Ask yourself why readers may disagree and proactively answer these questions.

Youll never be able to anticipate every follow-up, but you will save time by answering questions before they are asked.

Loves To Share

The best PPC Specialists enjoy sharing their ideas and findings. Most times, this sharing occurs through blogs, webinars, or conferences. Sharing can also mean engaging in conversations on social media channels such as Twitter and LinkedIn.

Social Sharing1 5 Inherent Qualities of Great PPC Specialists

Screenshot taken 08/22/2014 of

The act of sharing is so important because it showcases the extra, out-of-account time PPC Specialists invest in the industry. Writing a blog post or creating a presentation takes time. Taking up personal time to share knowledge is a selfless act. Im not saying that these professionals dont enjoy what they are doing, but its still time away from some other part of their lives.

The desire to share leads to my final characteristic of a great PPC professional.

Has the Inherent PPC Passion

Its easy to tell if someone has a passion for PPC. You can see their excitement when talking about industry updates, and you know they salivate whenever new betas open. Even on their most hectic days they still love talking PPC.

Passion is so important because it shows a willingness to learn and improve. In an ever-changing industry, passion is not just important. Its a necessity. PPC professionals need tocontinue to learn and grow.


Think about the top PPC specialists in the industry and consider if they are missing any of these qualities. Great PPC specialists are well-rounded individuals who love what they do and want to better the industry.

So, what qualities do you think are important for PPC specialists to succeed? Feel free to share them in the comments below.

Featured Image: jurgenfr via Shutterstock

Matt Umbro 300 5 Inherent Qualities of Great PPC Specialists

Matt Umbro

Senior Account Manager, Community at Hanapin Marketing

Matt is a Senior Account Manager in charge of Community at Hanapin Marketing. He specializes in eCommerce PPC and client relations, while also overseeing content production for PPC Hero.He is also the founder of PPCChat, a weekly Twitter chat where industry specialists discuss, analyze and debate various PPC topics using the hashtag #PPCChat.

Matt Umbro 300 5 Inherent Qualities of Great PPC Specialists


Matt Umbro 300 5 Inherent Qualities of Great PPC Specialists

+Matt Umbro

Matt Umbro 300 5 Inherent Qualities of Great PPC Specialists

Matt Umbro 300 5 Inherent Qualities of Great PPC Specialists

Latest posts by Matt Umbro (see all)

  • 5 Inherent Qualities of Great PPC Specialists - September 2, 2014

  • 4 Steps for Better PPC Performance in Lead Gen Campaigns - July 16, 2014

Author: web_coder |
2 2014 |
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For quite some time now, PPC practitioners have been telling you (or have been told) to steer clear of Bing Ads Syndicated Search Partner network. The "partner" sites are often irrelevant or simply send junk traffic. Many lead generation campaigns can see great conversion rates - but often this ends in frustration once it is realized a large chunk of those leads are incomplete forms, etc. Because of these concerns, the hard-lined opinion of "exclude Syndicated Search Partners by default" has taken root.

Maybe its time to revisit this strategy. Why? Because it is the lazy-mans way out. There are bad websites in the network, yes. There can be issues with junk lead submissions, yes. But for all the bad, there is a lot of good. You just have to be willing to work for it!

Take Advantage of Available Data

Bing Ads gives us the keys to our performance by allowing us to actually see what websites our ads are showing on within the Syndicated Partner Network. If we find that one site, or 100 sites, are just not working - we can exclude them. Simple, powerful - and yet so many advertisers either dont know about it or choose to ignore this fact.

It is quite simple. Within Bing Ads, go to "Reports" and find the "Website URL (publisher)" link in the list on the left.


The report generated will be large and somewhat bulky. Each placement, including any impressions from Bing or Yahoo search ("Bing and Yahoo! Search Properties Only"), will be a separate line item by campaign AND ad group. Thats a lot to decipher, but if you are comfortable leveraging a pivot table, youll be A-OK.


Once you run a pivot table and consolidate the data by placement, you can start to see the true picture of performance and make some decisions.

Find some true gems that prove why Syndicated Search Partners can be a good thing:


Find those sites that are dragging down your performance:


If the problems you are having with the Syndicated Partner Network are in regards to lead quality, this is a bit harder to snuff out. Bing Ads does not currently have a way to dynamically pass the placement URL to your analytics data. At a rudimentary level, you can review the individual placements and discover that some of them are contextually irrelevant or just plain skeevythis analysis requires some elbow-grease, but it will be worth your time.

Take Action: Exclusions

Now that you know what sites are performing poorly, you can exclude them. This is a more eloquent way to deal with the Syndicated Partner Network versus bullishly excluding the entire network. Bing Ads allows you to exclude these placements within Bing Ads Editor as well as the Web interface. Just copy your list of excluded placements from your data mining and proceed to paste into one of the following...

Bing Ads Editor:


Bing Ads Web interface:


Take Action: Segmentation

Running Bing and Yahoo search together with the Syndicated Partner Network is the default setting for Bing Ads. As such, the steps detailed above will get you moving toward improved performance within the construct of your current campaigns.

Long term, the recommended strategy is to split these channels up. PPC folks the world over have been clamoring for Google AdWords to do the same with their Search Partners, but to no avail. Bing Ads still allows this (for now?). Duplicate your existing campaigns and set one to run Bing and Yahoo Search and the other the Syndicated Partner Network. This way you can control budget, bids, and generally speaking have far greater control.

The settings for this are located at the ad group level. You can do this through the Web interface, but I wouldnt recommend it. For my Mac friends, you should head directly to creating bulk spreadsheets. For the rest of us enlightened non-Mac PPCers, head over to Bing Ads Editor. Split your campaigns and then select all ad groups within each set of campaigns to make the change:


While I used to be one of those voices saying you should just outright exclude Bing Ads Syndicated Partner Network, Ive seen the error of my ways. There is enough quality traffic to be gained there to ignore it as a viable channel. Does it require extra, often tedious work? Yes. But it is worth your time. Happy data mining and campaign segmentation!

The Original Search Marketing Event is Back!SES AtlantaSES Denver (Oct 16) offers an intense day of learning all the critical aspects of search engine optimization (SEO) and paid search advertising (PPC). The mission of SES remains the same as it did from the start - to help you master being found on search engines. Early Bird rates available through Sept 12. Register today!

Author: web_coder |
2 2014 |
Views: 0 |
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I spend my days writing contentfrom my desktop computer for people who will read the contenton their smartphones and tablets.

Go figure.

Mobile devices are fast becoming the preferred method of reading, sharing, and engaging withonline content. Its strange to think thatthe content we createon desktops and laptops will end up on dozens of different screen sizes before all is said and done.Its a good lesson to keep in mind.

When Ishare to social media, what will my sharing look like to the people who see it? Increasingly, theyll be seeing mytweets and updates on a screen in the palm of their hand and not on a monitor.

Digital consumption is going mobile. Digital marketing should head there, too.

Im reallyinterested to learn what this means for thoseof us who share on social. What are the implications of a growing mobile audience? Where can we improve oursocial media profilesandsocial media updates? Heres some insight into what I found.

Lets Start With an Experiment

I like to think I know the Buffer blog inside and out, backwards and forward. I imagine you know your website just as well.

Do you know how it looks on a mobile device?

Heres the Buffer blog on an iPhone:

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Its a fascinating shift in paradigm for how to picture your website. When I think about how a blog post will look after I hit publish, my go-to view is the desktop view. Maybe its time to think outside the 15-inch widescreen box.

Ninety percent of Americans have a cell phone.Sixty-three percent use their cell phone to surf the Internet, and 34 percent claim that their phone is the predominant way they go online. Clearly, the way I think about the blog should include mobile.

(If youre interested in seeing your own website on a dozen different mobile devices, Id

OK, next experiment. I have a pretty good grasp on the look of my Twitter profile. Its got a profile image atop the left sidebar. Its got a main header image across the top. Ive spent lots of time customizing it to look just the way I want it.

And wouldnt you know, it looks quite different on a mobile device:

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The same goes for Facebook and Google+ and LinkedIn (see below for the specifics). Desktop and mobile deliver the same content, but they do so in vastly different ways. Its like eating a hamburger or eating four hamburger sliders; the foods the same, but the experience is quite different.

Now that you see how different the views are on a mobile device compared to desktop, lets see exactly why mobile is such an important area to focus on.

4 Stunning Social Media Stats for Mobile

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Sharing From Mobile Happens Twice as Often as Sharing From Desktop

ShareThisperformed a study of the 2.4 million websites in its network, examining more than 6 billion social signals to come to this conclusion:

The mobile web is twice as social as desktop

A mobile users spends nearly 8 percent of their total activity sharing content, whereas desktop users spend only 4 percent. The numbers are even greater for iPhone users who share at a three-times greater rate than desktop (12 percent to 4 percent).

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0714 BufferPost06 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

Among ShareThiss other interesting findings:

  • Facebook, Twitter, and Pinterest dominate the sharing numbers, accounting for nearly 75 percent of mobile shares

  • iPhone users share more on Facebook. iPad users share more on Pinterest.

  • Email sharing accounts for nearly 10 percent of sharing on desktop and less than 1 percent on mobile.

71% of Social Media Users Access Social Networks From a Mobile Device

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Thats nearly three out of every four people, according toa consumer survey from Adobe. Facebooks and Twitters numbers make this survey result seem pretty accurate, if not a bit conservative:

  • 76 percent of active Twitter users access via a mobile device (phone, tablet, etc.) (source).

  • Of its 1.28 billion monthly active users, Facebook reports that 1.1 billion access the site on a phone or tablet(source).

1/4 of All Emails are Opened on iPhones

Litmus keepsa monthly accountingof the devices used to open emails, and the numbers are striking: In May, the iPhone wasNo. 1, accounting for 25 percent of all opens. The iPad, at 12 percent, was tied for No.2.

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Smartphones Account for 30% of the Mobile Phone Market

Mary Meekers annual Internet Trends Reportarrived last month, and it paints a picture of a very mobile future. Here are a couple ofthe more notable statisticsfrom the report.

The hockey-stick graph for the rise of smartphones shows that we are still very much in the midst of a mobile revolution. Last year, 30 percent of mobile phones were smart phones, and that number is expected to rise considerably over the coming years.

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While usage of mobile phones is up, spending on mobile advertising has yet to jump. The chart below shows how spending differs between desktop (blue) and mobile (orange). There would appear to be a lot of potential for marketers to take advantage of mobile.

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Mobile Strategy for Twitter: Whats Different

Twitter on desktop:

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Twitter on tablet:

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Twitter on phone:

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Notable Differences From Desktop to Mobile

The profile page on Twitter for mobile looks a lot like the former profile page that appeared on desktop.The desktop redesignhas yet to carry over to mobile, so youll still see the profile picture on top of a background picture along with all the bio text below.

You wont see any pinned tweets on mobile. And when someone visits your profile, theyll need to click through to see beyond the latest three tweets from your account. The Twitter app does prominently feature your latest images, right below your latest tweets, and when you are viewing a full stream of content, inline images appear as they would on desktop with the same 2:1 aspect ratio in the preview. Note that the image thumbnails on your mobile profile page are square.

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For those who love using lists, you might notice a mobile-specific feature: retweets from list members are included in a list stream.

When tailoring Twitter content for mobile, keep in mind, too, that many people use third-party apps like Tweetdeck and Tweetcaster withsome estimatesplacing third-party app usage at 30 percent.

Action Steps:

  1. Design a desktop header image that still looks good with the mobile overlay. Think twice about putting text or CTAs in your header image as they might be obscured on mobile.

  2. Focus on visual content. Images are prominent in the Twitter app, and since they appear in multiple aspect ratios (rectangle vs. square), a eye-grabbing image with info in the center will look best.

  3. Make note of what you retweet. Not only will people see your retweets on your profile, theyll also see them in lists.

Mobile Strategy for Facebook: Whats Different

Facebook on desktop:

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Facebook on tablet:

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Facebook on phone:

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Notable Differences From Desktop to Mobile

For Facebook page owners, youll see that the page has a quite different layout on mobile than on desktop. On mobile, all information is contained in a single column, and Facebook chooses to show information before it shows updates. On the Buffer page for example, you see the location, ratings, likes, reviews, and a ratings CTA before you get to the content.

Facebook also places a big emphasis on photos. Before it shows the updates from a page, it displays slides of your images, starting with the most recent one. A visitor can cycle through your images by clicking left and right arrows right from the widget without having to navigate away to a new page.

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After the featured images, Facebook shows two page updates before youd have to click through to view more.

Another interesting note about the Facebook display is that the stream of updates treats image posts and link posts differently. Though both may pull in a visual, image posts get a slightly larger bump. The image stretches outside the margins of the update box for a little extra pop.

Action Steps:

  1. Share updates as images and include links in the update text. This way, you get the extra visual pop from an image display and you can still have a link back to your original content.

  2. Have your header image mean something. Since it gets such prominent real estate on your page, its a great opportunity for a stunning visual or a feel-good graphic. The better it looks, the more someone will be enticed to stick around and scroll.

  3. One way to get your content as high up on the page as possible is to pin a post. When you pin an update, the post will appear above the reviews, likes, and photos and just underneath your about section.

  4. Dont input an address unless you absolutely have to. The address supersedes your information description, and it adds all the extra info about ratings and reviews. Without an address, your chosen bio is displayed first, and visitors can see your content faster without scrolling through a lengthy ratings section up top.

Mobile Strategy for Google+: Whats Different

Google+ on desktop:

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Google+ on tablet:

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Google+ on phone:

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Notable Differences From Desktop to Mobile

Google+ might have the most seamless experience between desktop and mobile among all the social networks. The card view persists on the stream, and individual pages only need slight rearranging to fit on mobile.

The header shifts from a side-to-side view on desktop to a main image with the profile picture resting atop at the bottom margin. One element of the page that is missing on mobile is the URL that youve connected with your account. Visitors need to click through to the About section to view your link.

What might catch your eye most while on someones page is the way that comments automatically scroll through below each post. A post has room to display one comment at the bottom, and if there are multiple comments on a post, Google+ cycles through these comments automatically every couple seconds.

Action Steps:

  1. Make your headerimage count. Its the first thing people will see on mobile whereas your logo and about info could be first on desktop.

  2. Support your community by engaging in comments. Community work will lead to better, stronger comments, which could prove attractiveto those browsing on mobile.

Mobile Strategy for LinkedIn: Whats Different

LinkedIn on desktop:

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LinkedIn on tablet:

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LinkedIn on phone:

0714 BufferPost24 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

Notable Differences From Desktop to Mobile

Interestingly enough, LinkedIn does not show updates by default ona business page. A visitor must click through to seeupdates. The most prominent features on LinkedIn pages via the app is the about section, your connections to the page, job openings, and related companies.

When you do click through to see updates, the display is colorful and bright, thanks to the way that LinkedIn users colors and backgrounds for the link text. Beyond the visual design, youll also notice that timestamps are absent from the app. You cannot see when an update was posted unless you tap your way through to the next screen.

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Action Steps:

  1. Write a great bio. Not only is this what visitors will see first, its the section leading straight to the Updates button. If you write your bio well enough, you just might entice visitors to tap through.

  2. Dont let timeliness get in your way. Post quality updates, regardless of frequency.

3 Keys to a Mobile Social Media Strategy

Its fascinating to me to see the differences between desktop and mobile, especially considering how desktop-heavy my workflow and consumption tends to be.First and foremost, it is helpful to take a mobile mindset into the content I create.Here are three other keys to a mobile social media strategy.

  1. Spend extra time coming up with an amazing header image. On every social media app, the header image on your profile is hugein size and importance. Its the first thing people see, and its your first (and best) opportunity to make an amazing impression.

  2. Shareimages and video. Mobile is a visual medium, as evidenced by the way that social media apps for Twitter and Facebook emphasize images in their layouts.

  3. Write a stellar bio. Withprofiles on apps typically one-column designs, information and content take a quite structured journey. In almost all cases, this journey begins with a header image followed by a bio. Make sure your bio rocks.

Now Id love to turn it over to you. What mobile strategies do you employ? How do you find yourself interacting with social media from a mobile device? Itd be awesome to hear your experience in the comments.

P.S. If you liked this post, you might also like10 Surprising Social Media Statistics That Will Make You Rethink Your StrategyandHow to Write a Professional Social Media Bio.

Image credits:Death to the Stock Photo,KPCB,Search Engine Journal

This post originally appeared on Buffer, and is re-published with permission.

 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

Kevan Lee

Freelance writer by day, sports fan by night---and sometimes vice versa. I write about email and nutrition (not at the same time) and a whole lot more. Live simply, give generously, watch football, beat cancer.

 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+


 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

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 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

 Buffers Complete Guide to Mobile Social Media: Strategies for Twitter, Facebook, LinkedIn, Google+

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