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Best Practices to Maximize Connected TV Advertising

May 12, 2021 No Comments

Connected TV campaigns should pair with other paid media campaigns to drive conversions and take advantage of each targeting tactic to maximize inventory.

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Optimizing Facebook Creatives fo iOS 14

May 11, 2021 No Comments

Apple’s new privacy settings are likely to put a dent in Facebook’s mobile advertising and impact the advertisers who rely on their ads for marketing.

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5 Challenges Ecommerce Brands Are Facing In 2021 (With Solutions)

May 9, 2021 No Comments

Ecommerce is an excellent pursuit if you can overcome the substantial challenges inherent to the industry today. Here are five of the most notable challenges.

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How to Avoid Keyword Cannibalization in Your Next Marketing Campaign

May 8, 2021 No Comments

Did you know that your SEO and PPC campaigns may compete with each other? Learn how to spot and eliminate keyword cannibalization in this article.

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Block: Gallery

May 6, 2021 No Comments

Gallery blocks have two settings: the number of columns, and whether or not images should be cropped. The default number of columns is three, and the maximum number of columns is eight.

Below is a three column gallery at full width, with cropped images.

Some more text for taking up space.

A two column gallery, aligned to the left, linked to media file.

In the editor, the image captions can be edited directly by clicking on the text.

If the number of images cannot be divided into the number of columns you have selected, the default is to have the last image(s) automatically stretch to the width of your gallery.

A four column gallery with a wide width:

A five column gallery with normal images:

This is the same gallery, but with cropped images.

Six columns: does it work at all window sizes?

Seven columns: how does this look on a narrow window?

Eight columns:

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Block: Cover

May 5, 2021 No Comments

This is a left aligned cover block with a background image.

The cover block lets you add text on top of images or videos.

This blocktype has several alignment options, and you can also align or center the text inside the block.

The background image can be fixed and you can change its opacity and add an overlay color.

Make sure that the text wraps correctly over the image, and that text markup and alignments are working.

The next image should have a pink overlay color, the text should be bold and aligned to the left:

A center aligned cover image block, with a left aligned text.

This is a full width cover block with a fixed background image with a 20% opacity.

Make sure that all the text is readable.

Our last cover image block has a wide width.

This is a wide cover block with a video background.

Compare the video and image blocks.
This block is centered.

The block below has no alignment, and the text is a link. Overlay colors must also work with video backgrounds.

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Block: Button

May 3, 2021 No Comments

Button blocks are not semantically buttons, but links inside a styled div. 

If you do not add a link, a link tag without an anchor will be used.

Check to make sure that the text wraps correctly when the button has more than one line of text, and when it is extra long.

Buttons have three styles: 

If the theme has a custom color palette, test that background color and text color settings work correctly. 

Now lets test how buttons display together with large texts.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec mollis. Quisque convallis libero in sapien pharetra tincidunt. Aliquam elit ante, malesuada id, tempor eu, gravida id, odio.

Maecenas suscipit, risus et eleifend imperdiet, nisi orci ullamcorper massa, et adipiscing orci velit quis magna. Praesent sit amet ligula id orci venenatis auctor. Phasellus porttitor, metus non tincidunt dapibus, orci pede pretium neque, sit amet adipiscing ipsum lectus et libero. Aenean bibendum. Curabitur mattis quam id urna.

Vivamus dui. Donec nonummy lacinia lorem. Cras risus arcu, sodales ac, ultrices ac, mollis quis, justo. Sed a libero. Quisque risus erat, posuere at, tristique non, lacinia quis, eros.

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Block: Image

May 2, 2021 No Comments

Welcome to image alignment! If you recognize this post, it is because these are blocks that have been converted from the classic Markup: Image Alignment post. The best way to demonstrate the ebb and flow of the various image positioning options is to nestle them snuggly among an ocean of words. Grab a paddle and let’s get started. Be sure to try it in RTL mode. Left should stay left and right should stay right for both reading directions.

On the topic of alignment, it should be noted that users can choose from the options of None, Left, Right, and Center. If the theme has added support for align wide, images can also be wide and full width. Be sure to test this page in RTL mode.

In addition, they also get the options of the image dimensions 25%, 50%, 75%, 100% or a set width and height.

Image Alignment 580x300

The image above happens to be centered.

Image Alignment 150x150

The rest of this paragraph is filler for the sake of seeing the text wrap around the 150×150 image, which is left aligned.

As you can see the should be some space above, below, and to the right of the image. The text should not be creeping on the image. Creeping is just not right. Images need breathing room too. Let them speak like you words. Let them do their jobs without any hassle from the text. In about one more sentence here, we’ll see that the text moves from the right of the image down below the image in seamless transition. Again, letting the do it’s thang. Mission accomplished!

And now for a massively large image. It also has no alignment.

Image Alignment 1200x400

The image above, though 1200px wide, should not overflow the content area. It should remain contained with no visible disruption to the flow of content.

Image Alignment 300x200

And now we’re going to shift things to the right align. Again, there should be plenty of room above, below, and to the left of the image. Just look at him there… Hey guy! Way to rock that right side. I don’t care what the left aligned image says, you look great. Don’t let anyone else tell you differently.

In just a bit here, you should see the text start to wrap below the right aligned image and settle in nicely. There should still be plenty of room and everything should be sitting pretty. Yeah… Just like that. It never felt so good to be right.

And just when you thought we were done, we’re going to do them all over again with captions!

Image Alignment 580x300
Look at 580×300 getting some caption love.

The image above happens to be centered. The caption also has a link in it, just to see if it does anything funky.

Image Alignment 150x150
Itty-bitty caption.

The rest of this paragraph is filler for the sake of seeing the text wrap around the 150×150 image, which is left aligned.

As you can see the should be some space above, below, and to the right of the image. The text should not be creeping on the image. Creeping is just not right. Images need breathing room too. Let them speak like you words. Let them do their jobs without any hassle from the text. In about one more sentence here, we’ll see that the text moves from the right of the image down below the image in seamless transition. Again, letting the do it’s thang. Mission accomplished!

And now for a massively large image. It also has no alignment.

Image Alignment 1200x400
Massive image comment for your eyeballs.

The image above, though 1200px wide, should not overflow the content area. It should remain contained with no visible disruption to the flow of content.

Image Alignment 300x200
Feels good to be right all the time.

And now we’re going to shift things to the right align. Again, there should be plenty of room above, below, and to the left of the image. Just look at him there… Hey guy! Way to rock that right side. I don’t care what the left aligned image says, you look great. Don’t let anyone else tell you differently.

In just a bit here, you should see the text start to wrap below the right aligned image and settle in nicely. There should still be plenty of room and everything should be sitting pretty. Yeah… Just like that. It never felt so good to be right.

Imagine that we would find a use for the extra wide image! This image has the wide width alignment:

Image Alignment 1200x4002

Can we go bigger? This image has the full width alignment:

Image Alignment 1200x4002

And that’s a wrap, yo! You survived the tumultuous waters of alignment. Image alignment achievement unlocked! One last thing: The last item in this post’s content is a thumbnail floated right. Make sure any elements after the content are clearing properly.

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Why Startups Need Diversification In Digital Marketing

April 30, 2021 No Comments

If there was (1) one piece of advice I would give Startups (especially Early Stage), it would be diversification…  and a lot of it. startups typically have very limited advertising budgets so they have to account for every penny they spend. In this article, I will explain the reasons for this diversification as well as how best to execute them on a limited budget.

Set Realistic Expectations:

As one of the most “bastardized” words in agency world, it’s imperative to keep everyone’s hopes and dreams in check with regard to the online marketplace. Attending conferences, reading case studies and talking with other business owners is not only a great idea, it’s encouraged. however, it can also “set off” false expectations that could be devastating to the overall goals and objectives. I have advised clients (both past and present) to NEVER trust Google with their campaigns, keywords and budgets because they don’t care about growing your business, they just want your money. Bottom line: If it sounds too good to be true, your instincts are correct!

Separate of Brand vs. Non-Brand:

It’s simple math. It costs more money to reach consumers who DO NOT already know your brand. Over time, the brand takes “all of the credit” because that is how everyone searches for you. But, here’s the catch. Getting to that phase in consumer behavior can be difficult to achieve, especially on the wallet. Here are a couple strategies that can not only help the wallet, but also the align the expectations.

  • Leverage Google Display, Mobile and YouTube Video networks
    • Low cost ($ 0.10 – $ 1.00 CPC/CPV).
    • More continuous visibility.
    • Expectations are set to branding only.
  • Utilize micro-targeting of Social media for specific audience testing
    • Target specific audience segments within a short period of time.
    • High volume allows for multi-variate ad testing.
    • Conversion tracking pixels allow for full analytics reporting.

Monetize Everything

This may sound like a “no-brainer” to some of you, but startups tend to forget that measuring success is more than just placing an order or a form submission. Often, little things like email signups, chat sessions and phone calls eventually lead to “real” conversions later on in the buying cycle. It’s important for everyone involved to consider these little conversions in the overall big picture. In some instances, these interactions act as a barometer when something is wrong or unclear and can help improve usability within the website experience.

In Conclusion:

Startups are faced with tough decisions when it comes to advertising due to their limited Ad budgets. They also cannot afford to, “bet the farm” on something that they heard at a conference or read in a case study. In 2016, consumers are everywhere (Google Search, Facebook Ads. YouTube. Twitter Ads, etc…) and startups need to leverage all of the platforms to maximize their exposure. They also need to understand that certain ad platforms serve different purposes as well as perform better than others.

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Why Honesty is the Best Policy in PPC Marketing

April 29, 2021 No Comments

Over the years, I have seen so many horror stories when it comes to PPC Management. Whether it’s advertisers flying blind with their ad budgets or the common event of not knowing that their ads are being shown with irrelevant terms, there should always 100% transparency between the agency and the client. Furthermore, there needs to be more HONESTY on behalf of the PPC Agency. In this post, I will talk about a few areas of the Agency/Client Relationship that should be based on being honest with the client.

Educate the Advertiser:

Let’s face it, the PPC agency knows more about PPC Marketing than the client. However, that does not mean the client needs to be taken advantage of because they do not know how everything works. The person handling the client’s account needs to “in many ways” educate the client as to what is working, not working and where there are opportunities.

Admit Mistakes:

Everyone makes mistakes, right? Well, PPC Agencies should not try and hide them just because they can get away with it. Agencies should be forthcoming with admitting mistakes that were made and how efficiently and effectively they were fixed. It’s better to be honest with the client, than having them find out later that you lied to them. Ever heard of a Referral or a Testimonial?

Honest and Factual Reporting:

Over the years, I have seen so many poor examples of PPC Reporting where clients receive an excel spreadsheet of just Clicks, Impressions, CTR%, CPCs, etc… and not a single keyword or text ad or even a sentence on the performance of the account. In today’s world that is unacceptable.  Moreover, I have also seen examples of trend charts being manipulated to disguise the true performance of a specific metric. Agencies have a responsibility to provide not only excellent service, but also honest and factual reporting.

Managing Expectations:


PPC Marketing is not for everyone and for those who are spending money have this perception that the more they spend the better the results. That is completely FALSE. If an client/advertiser was given any sort of Guarantee from an agency, they should “run for the hills”. Guarantees in PPC Marketing are very dangerous for both parties because they create false expectations. An agency must be honest and upfront with the client when it comes to setting expectations both on performance and future success. The agency must have a clear understanding of the client’s:

  • Cost per Conversions/Acquisition
  • Targeted Audience
  • Messaging Tactics
  • Daily and Monthly Budgets

In Conclusion:

Honesty is always the best policy in PPC. Agencies have a responsibility to not only provide excellent service, but also be honest and forthcoming with the client. I have heard countless stories of poor PPC Management, including the topics I mentioned in this post. Some may say that is good for the industry because it creates more “turnover” and more opportunities for other agencies. However, for this PPC Geek, I believe in Happy Clients.

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