Connect with us

Business Marketing

Top 7 search engine marketing myths for 2014

Search engine marketing has changed dramatically in recent years as search engines adjust their algorithm, so is your strategy up to date?

Published

on

search engine marketing

search engine marketing

Search engine marketing continues to evolve

Search engines like Google, Bing, and so forth, are continually altering their algorithm to serve up more relevant content to people searching, and because of this constant grooming of how search engines work, many businesses develop a strategy and stick with it for years, without understanding that their strategy is outdated.

bar
In other words, what you learned in 2011 may no longer be true in 2014, so what has changed and what myths are floating around? We asked David Rodnitzky – CEO of 3Q Digital to tell us what all has changed in just a short period of time.

Rodnitzky is not only the founder and CEO of 3Q Digital, but previously held senior marketing roles at several Internet companies since 2000, including Rentals.com, FindLaw, Adteractive, and Mercantila. He currently serves on advisory boards for several companies, including Marin Software, MediaBoost, Mediacause, and a stealth travel start-up. He earned a B.A. with honors from the University of Chicago and a J.D. with honors from the University of Iowa.

With that experience, he shares with us the top 7 search engine marketing (SEM) myths as it stands right this minute in history (in his own words):

1. SEM works for all businesses.

WRONG! If users aren’t searching for your product or services, SEM is useless (imagine trying to market TiVo on SEM when it launched – what would users search for?).

2. SEM success comes from buying tens of thousands of keywords.

WRONG. The “long tail” of keywords is largely dead. Top advertisers typically have less than 100 keywords that drive 90%+ of their traffic (exception: travel and large ecommerce sites).

3. SEM is easy to do.

WRONG. While it is easy to set up a basic campaign on Google or Bing, there are a lot of hidden advanced features that separate the beginners from the experts and drive a lot of profit for the pros.

4. It’s always best to be in first position in paid search results.

WRONG. Keywords that have very high intent (e.g., the user is very close to making a purchase decision) can often perform well in top position, but more exploratory searches tend to get a lot of browsers (e.g., non-buyers) which can cost the top position a lot of money.

5. The advertiser with the highest bid always shows up first.

WRONG. Google calculates position by a combination of max bid times click-through rate time Quality Score (an opaque metric Google uses to determine the relevancy of an advertiser).

6. There’s no point advertising on any search engines other than Google.

WRONG. Bing/Yahoo still own about 20-25% of the search engine market and can often have cheaper cost per click prices.

7. Since higher click through rates reduce your cost per click, you should always optimize ads to the highest click through rate.

WRONG. Ads with high click through rate but low conversion rate do nothing but make money for the search engine. Optimize to a combination of click through rate and conversion rate.

The takeaway

Whether operating on assumptions or old information, businesses are at a disadvantage when buying into search engine marketing myths, so pay attention to Rodnitzky’s advice above and adjust your strategy accordingly before your competitors do.

The American Genius is news, insights, tools, and inspiration for business owners and professionals. AG condenses information on technology, business, social media, startups, economics and more, so you don’t have to.

Business Marketing

The neuroscience of respectful leadership – preventing professional disrespect

(BUSINESS MARKETING) Offices with toxic work environments are harmful to the employees, but where does that toxicity come from? A large percentage is disrespect

Published

on

disrespect in the workplace

If you have ever felt yourself being disrespected at work, or at least not getting the respect you feel you deserve, you are not alone. These actions can create a toxic work environment that don’t help anyone, but why does it happen and how can it be curbed? Well Gregg Ward has studied the subject and has an interesting take that we would like to share.

Gregg Ward is the Executive Director of the Center for Respectful Leadership, and the CEO of Gregg Ward Group. Gregg has been helping leaders develop their respectful leadership, emotional intelligence, and executive presence skills for over 25 years; working with Fortune 100 and 500 organizations around the world to inspire respect and leadership, emphasizing the measurable, bottom-line benefits they bring to leaders and their organizations. Gregg is the author of the best-selling, award-winning business book The Respectful Leader, as well as the Human Resources and Management handbook Bad Behavior, People Problems, and Sticky Situations.

By Gregg Ward – Executive Director of The Center for Respectful Leadership

Starting in the late 1990’s and for the next 20 years, researchers at Georgetown University and Arizona State University surveyed American employees to determine the amount of incivility, disrespect and rudeness they were experiencing at work. Shockingly, 98% of those surveyed said they had experienced it, and 99% said they had witnessed it. What’s even more troubling is the lasting impact of disrespect on individuals and organizational cultures.

Most of us assume that respect and disrespect are things we think about rationally. Rational thought occurs in the cognitive areas of our brains, within what scientists refer to as “the neocortex.” But recent findings in neuroscience indicate that our responses to rudeness, incivility and disrespect are much more emotional than rational, and are rooted in the primitive parts of the brain, called the “reptilian brain.”

Imagine you’re in a meeting and your boss continuously interrupts you (a not uncommon experience for many), dismissing your ideas as unworkable. Even though you “think” you shouldn’t be bothered by this behavior, you actually experience it anyway on a basic emotional level, regardless of what you tell yourself. This is because your brain perceives these interruptions and dismissals as threats, and almost instantly sends a threat alert to your Amygdala (the center of the Limbic system) which in turn triggers the release of stress hormones into your system including Adrenaline and Cortisol (aka “the stress hormone”).

These hormones are part of the fight-flight-freeze response that all of us experience to some degree when we’re under threat. Researchers have found that increased levels of these hormones resulting from constant exposure in the workplace to even small micro-threats (like being constantly interrupted) can have significantly negative impacts on our health, well-being, productivity and even our ability to think creatively.

Research also shows that respect and disrespect are contagious. You’ll know this to be true if you’ve ever walked into a meeting after it’s started and immediately felt a sense of energetic enthusiasm or chilly iciness between the participants. You can sense that something’s up even though they haven’t said anything to you about what’s actually going on. This awareness is driven by our unconscious brains constantly seeking information to determine if we’re under threat, or not. This is simply the human condition and has nothing to do with us being too sensitive or politically correct. It is simply how we are.

Organizational leaders ignore our fundamental humanity at their peril. A “toxic” work culture, wherein many are experiencing disrespect, rudeness and incivility on a regular basis, can seriously impact performance, productivity and partnership.

In 2016 researchers published a scholarly paper that clearly highlights the negative impacts that disrespect and incivility can have on entire organizations including increased complaints, absenteeism, turnover, mistakes and bottom line performance metrics. If you’ve ever worked (or currently work) in such a toxic culture, you know how uncomfortable this is, and how much of a detriment it can be to your well being.

What can leaders do to ensure their organizational cultures are respectful and civil? First, leaders can set the tone themselves by consistently treating people with decency and respect. Practicing what is often referred to as “common courtesy” is a great way to start, by saying “please” and “thank you,” regularly; greeting people cordially; using “reflective or active” listening, and never raising a voice in anger or upset.

Another effective “respectful leadership” practice is to quickly “nip disrespect in the bud” whenever it arises; demonstrating to the rest of the team that being disrespectful won’t be allowed. At The Center for Respectful Leadership, we refer to these and other related practices as the “RespectfulDo’s,” and they are part of the global movement we call Embrace Respect.

Recent neuroscience is teaching us valuable lessons about our working selves – especially in regard to the power of respect and civility. The question is, will we listen to the research and deliberately act upon it, or stay unconscious and risk the fallout from a toxic culture?

Continue Reading

Business Marketing

How to make sure your newly remote team stays productive

(BUSINESS MARKETING) The tide of change is rolling in and may never recede again, so managers should know how to handle the new normal, here’s some advice.

Published

on

managers new role

The Coronavirus pandemic has changed the way people work. Working from home is the new normal. It’s not only employees who have to think about how they perform, but managers have to learn new skills to keep their team engaged and efficient. I’ve worked on remote teams for over 6 years. Here are some things that have helped me.

Ask “What can I do to help you?”

I’ve worked with some great managers and some awful ones. The best ones had a collaborative attitude when discussing problems. Instead of laying blame, the question was “what can we do to correct this?” It takes a little longer to think in those terms if you’re not used to it, but it reduces stress. If you’re communicating through email or message apps, it pays to reread before hitting send. We’re all learning new skills in this new normal.

Make sure your employees have the technology they need

One of the companies I work for has specific programs they use and technology requirements. Before I was allowed to proceed through their final onboarding, they made sure that I could access their technology. If your team is working from home, they need to have the resources to be productive. It’s not just computers and software, but access to internet. One of my friends said that it took them over an hour to upload a 5-minute video to Facebook.

Define success; don’t micro-manage

As I’m writing this, Ask a Manager’s Alison Green posted a question about “what’s reasonable to expect from parents who are working from home. Just a reminder that managers may have to lower expectations from their team, not only for parents, but for everyone. I don’t have kids at home, but there are many distractions out of the ordinary. Managers have to accept that people aren’t going to be as productive in these not-so-normal-times. Identify priorities. Check in when you’re on a deadline. Find a balance between managing and micro-managing.

We’re all just trying to do the best we can

It doesn’t matter who you are or where you work, I think it’s safe to say that we’re all adapting to these crazy times. How managers handle their teams will set the tone for years to come. If you want to keep those employees who have been hard workers, you’re going to have to adjust to give them the benefit of the doubt.

Continue Reading

Business Marketing

Easy email signature builder quickly updates your info

(BUSINESS MARKETING) When’s the last time you updated your email signature? That long? You might want to look at just sign, a new, quick, and easy, email signature generator.

Published

on

just sign email

The last thing any of us are thinking about right now is email. While we’re all staying safer at home, though, it’s a good time to think about all the little things that need our attention, but typically get neglected: clearing out the email inbox, unsubscribing from things no longer relevant, and updating our email signatures. Why the email signature?

Oftentimes, we change emails when we change jobs and forget to change our signatures to reflect our new address. The same is true with social media; if we happen to change jobs, due to our own choice or by necessity thanks to the virus, we may need to update our social media profiles accordingly, especially if the new job suddenly makes this a requirement.

One of the fastest ways to update your email signature is with a generator. An email signature generator can help you quickly make a professional looking signature in about half the time it would take you to manually add each individual component.

Just Sign is one of the quickest options I’ve seen. This email signature generator is ultra simple, ultra easy, and ultra effective. It allows you to add clickable social links, a profile picture or logo, and all relevant contact information. It also allows you to choose a color scheme and tailor the formatting a bit to your preferences. As you begin to add options to your signature, you can see a preview of what the final product will look like in the right-hand panel.

Just Sign welcome

This allows you to make any necessary changes before downloading the finished product. When you have your signature perfected, simply click the purple “generate signature” button and you’re ready to go.

Just Sign is an easy, quick way to check another thing off your to-do list while we’re all at home. If you have already updated your signature, you might save this link for later use as it’s a good idea to revisit your signature a few times a year. Oftentimes, I revise mine simply to keep the attached picture updated. Have you updated your signature lately? Do you plan to? Let us know what you think of Just Sign.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!