Posts in SEM and Digital Advertising

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When To Use Search Marketing vs. Display

January 30th, 2019 Posted by SEM and Digital Advertising No Comment yet

If you’re a new Google Ads user or perhaps just looking to refresh some of your current campaigns, you might be wondering if you should position your brand on search marketing, display, or maybe both? Truth is, both mediums are highly effective when the proper expectations are set and your company’s business goals are the driving strategy of each. (more…)

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5 Questions Every Digital Marketer Should Ask Themselves

December 20th, 2018 Posted by SEM and Digital Advertising, Social Media No Comment yet

Digital marketing is constantly evolving. Nowadays incorporating digital tactics in your strategy can make your approach more flexible, more personal and in many cases, more engaging than using traditional marketing methods alone. Whether the tactics are social media, SEO, email, a website or a combination of these and more making an impact has never been more important. Many brands are using digital marketing to stand out from the crowd and differentiate themselves from their competition. But not everyone knows how to use it to its full potential and some marketers might find themselves feeling lost and frustrated.

Are you facing the same problems? Here are five questions you should be asking yourself: (more…)

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4 Key Takeaways from SMX East

October 29th, 2018 Posted by SEM and Digital Advertising No Comment yet

The Incentric team visited SMX East this past week, the worlds largest Search Engine Marketing expo, conference, and workshop. There, we took a deep dive into some great sessions so we could spread the PPC knowledge onto you!

1. Google isn’t calling it AdWords anymore for a reason.

Google has recently rebranded AdWords into simply, Google Ads, which was done in an effort to simplify the platform. This name change is indicative of where the product has been heading over the past few years. It’s grown into an advertising suite for not only search but display, video, app install & more.

With this evolution, It’s safe to say that keywords are becoming less and less important. We’re seeing a shift in focus from a keyword-centric strategy to focusing more on audience targeting and competitor conquesting. Keywords are just one lever to your SEM strategy. (more…)

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4 Reasons to Consider Advertising on Bing

October 17th, 2018 Posted by SEM and Digital Advertising No Comment yet

Wondering where to find the nearest Starbucks to get your fall pumpkin spice fix? “Just Bing it!” …said no one ever.

Despite underwhelming popularity, Bing is bigger than you think, and while certainly not the most popular search engine, about 33% of all searches in the USA last year were from Bing. While clearly “little brother” to the almighty Google, Bing often doesn’t get the credit it rightly deserves. As marketers, we cannot ignore its presence!

There are a lot of reasons we recommend you consider incorporating advertising on Bing into your strategy. Worried about rocking the boat with your current mix? Try an 80/20 approach and allocate a small portion of your Google paid search budget to Bing Ads and test the waters. Diversifying your marketing mix between Google and Bing will also allow you to test different audiences who frequent each platform. For example, Bing is typically known for having an older, wealthier user-base. According to Bing, about 40% of the network is between 35-54 years old and over one-third of Bing users have a household income of over $100,000. (more…)

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Top 7 Takeaways from the Google Marketing Live 2018 Keynote

July 11th, 2018 Posted by SEM and Digital Advertising No Comment yet

Google is at it again, rolling out several new updates to their digital marketing platforms as early as today. Learn how their latest product changes announced during the Google Marketing Live 2018 keynote could affect the way you use their platforms and how you can optimize the updates to make your marketing initiatives smarter.

First off let’s take a look at why Google is altering their widely popular platform(s). With over 40,000 searches happening every second, people look to search engines for navigation in their lives. According to Google they’ve been listening to the estimated 3.5 billion searches a day and have learned that consumers look to advertising for assistance.

To meet those consumers’ needs, Google aims to deliver experiences that are both personal and add worth with three core principles in mind to be valuable, transparent, and trustworthy. To meet marketers’ needs Google promises better results, simpler experiences, and stronger collaborations. Using machine learning technology, Google streamlines processes so marketers can be more efficient and ultimately more successful.

Here are the top 7 takeaways that you should know about Google’s Marketing Live Keynote before you login next: (more…)