Paid Search

Whether you're launching a paid search campaign on Google or Facebook, lead with quality content that boosts your click-through and conversion rates. Yes, even on one-liner search ads. How? Embrace marketing tools that finesse your content.

You don't have to go it alone. Work via a comprehensive platform that offers funnel tracking so you can tailor your messaging to where your customers are in their buyer's journey. Lean into services that offer detailed analytics insights and reporting to get a true look at your ROI. Then make adjustments and get those dollars to work harder for you, campaign after campaign.

Ad content — like all marketing content — performs best when fueled with solid data and a dash of creativity. Quality is key. We've outlined five tools to help you boost website traffic and conversion rates. Read the full post.

Nobody likes generalizations. When pulling potential customers into your sales cycle, speak directly to specific populations within your core audience to get a greater response. In short: niche down.

This can be achieved by focusing on one or more buyer personas, unique segments, or buying stages derived from your audience, according to the B2B Content Marketing Report.  All of this boils down to identifying the differences among the people who are intrigued with your product or service.

You can dig deep into the segmentation process by parsing variables such as lifestyle demographics, geographic location, emotional psychographics and even past buying patterns. Once that data's in place, you're able to craft quality paid search content that targets the right eyes (and needs). Read the full post.

We all have one. Whether it's an e-book, white paper or long-form article, we want to get as many members of our target audience as possible to view the text, feel inspired and take action. But first, they have to see it.

Promotion after publication is key, but where do you even start? Should you gate the content and launch an opt-in campaign to gather email addresses? Or, maybe the content should be a free download to every website visitor as a thank you for clicking through from Google or an optimized paid search ad on Facebook?

You can also create complementary content, like a short-form teaser blog post or an in-depth Facebook Live webinar. There are so many options! We've detailed six enticing strategies to consider when you're ready to promote your flagship long-form content. Read the full post.

You understand the value. Your boss sees dollar signs. Now it's your job to make the rest of the world recognize the awesomeness of your company's products or services. We understand: Writing ad copy is no easy ask.

Thankfully, there are some best practices to follow to get your audience to realize the benefits they will enjoy once they make the leap to customer status.  Focus on original content with a professional, polished tone and you'll be set. WordStream says the key to boosting ad response rates is by solving the reader's problems via a little FOMO and sprinkle of emotional trigger words.

You can also spruce up your copy by being snappy. Vivid visual verbs and short direct sentences help build interest and anticipation. Ditto for language like the urgent "limited time offer" or the ego-nurturing "invite only" to lure people to an opt-in page. Need more tips? Read the full post.

Are your analytics reports looking a little stagnant? Flatlines are no fun, so let's boost those click-through rates by embracing a bit of what the news industry has known forever — trending topics attract readers!

We all like to be in the know, so why not translate this internal need into our copy creation? What topics excite your audience? Are you using them to ignite engagement? Writers Work suggests scanning headlines from conventional news sources and opinion pieces from bloggers on Medium to discover conversations that are generating public interest.

You can also rely on marketing tools to inform your topics. For example, Pew Research offers datasets to decode segments of your target market. Think With Google shares trending topics, complete with demographics and platform insights. Need help crafting the content? That's covered too. Read the full post.