Marshall Nyman

⚡ No, it is not just you - the cost per click (CPC) for Google Ads continues to 📈rise! ✏ There is a great new study covering 4 billion in media spend posted on Media Post showing: ➡ COSTS ARE UP - 13% increases in CPC costs year-on-year in the first quarter of 2024 (compared with a 9% increase YoY in Q4 2023) ➡ COMPETITION IS GROWING - 17% increase in gross search spend year-on-year in the first quarter of 2024 ➡ TRAFFIC GROWTH FROM ADS IS SLOWING DOWN - 4% click growth YoY in first quarter of 2024 (compared with an 8% increase in YoY in Q4 2023) ➡ AVERAGE VALUE OF ORDERS IS NOT INCREASING - 1% increase in AOV (just a slight increase from roughly flat growth in Q4 2023) What does this all mean for you 🤷‍♀️? It means you should have a 📢 FULL FUNNEL digital marketing strategy. Relying on one or two channels puts your business at a disadvantage going forward. You can learn more here -

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The Profitable Growth Index of NRR:PP is a powerful tool to monitor the growth and profitability of your retail business. In this newsletter, I am reviewing PGI and the components of Net Revenue Retention and Payback Period and why it's critical to brands who are struggling today. https://lnkd.in/e24KBkpk

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Dive into the magic of #LinkBuilding with my Co-CEO at Intero Digital, Greg Walthour. In this overview, Greg reveals the golden rule of backlinks that will boost your #SEO and lead gen strategy in record time: https://lnkd.in/gdztJqDf

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Here is one of the reasons I left the marketing side of auto: A new store has a Sincro, an Ansira company website. Sincro uses Google 360 but doesnt give dealer access to GA4 within that. They didnt help the dealer setup their own GA4. The support tanked with Sincro so the dealership decides to switch to Dealer Inspire. Now they have to create a new GA4 acct and lose all historical data. It will cost them dearly when it comes to advertising. Lesson from this: Do the right thing, the right way everytime to be a great partner. This is the 💩 that makes us good vendor partners look bad. #bebetter

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Mr. Miyagi's Two Rules for buying intent data, or leads with intent data targeting 1) Ask the vendor where they get their data, and if it can be purchased elsewhere, or used by another vendor? 2) First learn rule #1

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Per IAB Social Video (70%) & CTV (69%) are essential buys for US marketers now. Collaborate with creators for TikTok, IG, & YouTube content, and invest in CTV ads to reach consumers on both fronts https://bit.ly/3zgz8X2 #DigitalMarketing #CTV #SocialVideo

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As far as I know, no publisher has established a marketplace for Pod Position. Nonetheless, data indicates that First In-Pod garners significantly more attention compared to other pod positions. Should publishers consider disclosing pod position data to marketers and implementing various CPM rates for distinct pod positions? Download the report here: https://bit.ly/44ZpeEZ

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Most "content based #intentdata" is merely exhaust data from campaigns the company runs on behalf of its customers. The only "intent" that can be derived from it, is what customers that particular vendors sells the most too. pharosIQ's proprietary perpetual content engine, serves up content based on audience engagement trends, leveraging AI to put the right content in front of the right buyers, at the right time, completely vendor neutral. https://lnkd.in/dh42TsQz

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So… if a link in an “organic” result is actually an affiliate link, crediting a paid partner with a click, a site visit or a sale… That would mean search engines are monetizing search listings, including allegedly organic Map results for #retail locations. Here’s what we’ve uncovered: https://lnkd.in/dQr_DqiU #SEM #affiliatemarketing #marketingROI #searchengines #ftc

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Google Chrome Extends Third-Party Cookie Deprecation to 2025! This extension provides a critical opportunity for performance marketers to future-proof their tracking mechanisms. While the deadline may have shifted, the importance of updating your tracking systems remains unchanged. Staying proactive will ensure you continue to meet your marketing goals and maintain accuracy in your data. Explore the necessary steps to stay ahead of the curve and enhance your tracking capabilities. https://okt.to/YEkGTh #CookieDeprecation #PerformanceMarketing #DigitalMarketing #FutureProof

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❓🤔 Why consider a full service agency vs. just retail media support?❓🤔 Choosing between a full-service Amazon agency and a traditional retail advertising agency involves understanding the specific advantages each offers in navigating the complexities of online retail and Amazon's ecosystem. A full-service Amazon agency specializes in every aspect of selling on Amazon, from initial setup to ongoing optimization and growth strategies. One of its key benefits lies in its deep understanding of Amazon's algorithms, policies, fees, profitability challenges and marketplace dynamics. This expertise translates into tailored strategies for product listings, pricing, inventory management, and advertising campaigns that are finely tuned to maximize visibility, sales, and profitability on Amazon. Unlike a traditional retail advertising agency, which may focus on broader advertising channels and lack specific Amazon-centric strategies, a full-service Amazon agency provides comprehensive solutions designed exclusively for the Amazon platform. This includes leveraging tools like Amazon Advertising (formerly known as AMS), Sponsored Products, Sponsored Brands, and Amazon DSP (Demand-Side Platform) to drive targeted traffic and improve conversion rates. All while prioritizing the right items in your catalog to maximize (profitable) growth. Moreover, a full-service Amazon agency offers expertise in navigating Amazon's constantly evolving landscape, including changes in algorithms, policies, creative capabilities and competitor strategies. They often have direct access to Amazon's support and beta programs, which can provide a competitive edge in testing new features and optimizing campaigns. In summary, while a retail advertising agency may excel in traditional marketing channels, a full-service Amazon agency offers specialized knowledge and dedicated resources focused solely on maximizing success within Amazon's unique marketplace. This specialization can lead to more effective campaigns, higher sales, improved brand visibility, and ultimately, greater long-term success for brands looking to thrive on Amazon. 🚀 🎉 If you're in need of help (or interested in learning more) The Topo Agency is here for you! Reach out directly or check out our website at www.thetopoagency.com

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If you’re wondering what an entire website built on programmatic SEO looks like… look no further than @G2 — one of the largest and most trusted B2B software review sites. 🤝 The vast majority of G2’s website is built on pSEO pages which drive more than 2.3M organic visits every month — equating to 92% of G2’s overall organic traffic! 🤯 Considering 70% of G2’s traffic comes from organic visits, it’s safe to say that pSEO is THE driver of G2’s continued growth and success. Our team broke down G2’s pSEO performance in our latest pSEO deep dive. Here are some insights from our analysis:  - G2 created over 140k software review pages using pSEO. These pages alone generate over 1M monthly organic visits - Review pages fuel the entire G2 platform  — data extracted from them is used to create more than 43k additional pSEO pages  - G2 has established a virtuous backlinking cycle by productizing its review pages through badges that software companies proudly display on their websites Check out more insights from our in depth article below 👇 https://lnkd.in/gw2wFzVd

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Walmart's astounding $43 billion+ in online sales annually speaks volumes about the power of a robust SEO strategy. Centered around creating consumer-focused content and optimizing for search engines, Walmart exemplifies SEO mastery through: ✅ Educational how-to guides & product reviews ✅ Engaging video tutorials ✅ A mobile-optimized website ✅ An expanded social media footprint ✅ Strategic internal linking Moreover, Walmart's use of a parent-child structure for product pages showcases innovation in keyword ranking, contributing to their #19 ranking in the US with 854.9 million visits in December 2022 alone. This blend of consumer education and technical optimization sets Walmart apart in the digital arena, proving the value of SEO in dominating the competitive landscape. Inspired to up your SEO game? SocialJack Media is here to craft your success story. Let's start today. #SEO #SuccessStory #Walmart #SocialJackMedia #DigitalMarketing

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𝗔𝗱𝗮𝗽𝘁𝗶𝗻𝗴 𝗦𝗘𝗢 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗟𝗟𝗠 𝗥𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 Search is undergoing a seismic shift, and SEO professionals must adapt. LLMs, such as ChatGPT, Gemini, and Perplexity, are changing how search engines work, and how users consume online content. Today, search engines use LLMs to deliver short, contextual answers directly to users, bypassing the need for users to visit websites. This paradigm shift presents both challenges and opportunities for SEO professionals. Visibility remains a goal. However, the strategies for achieving it must change. 𝗧𝗵𝗲 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗦𝗲𝗮𝗿𝗰𝗵: 𝗔 𝗦𝘆𝗻𝗲𝗿𝗴𝘆 𝗼𝗳 𝗛𝘂𝗺𝗮𝗻𝘀 𝗮𝗻𝗱 𝗠𝗮𝗰𝗵𝗶𝗻𝗲𝘀 Search engines are now blending human-curated content with the power of LLMs. Users pose queries. LLMs fetch relevant information and use it to create complete, well-written responses/overviews. SEO professionals don't game algorithms in this environment. Rather, they forge partnerships with these smart models. Focus shifts from keyword optimization to creating great, useful content that resonates with LLMs and enables them to provide accurate, insightful responses. 𝗠𝗮𝘀𝘁𝗲𝗿𝗶𝗻𝗴 𝗦𝗘𝗢 𝗶𝗻 𝘁𝗵𝗲 𝗘𝗿𝗮 𝗼𝗳 𝗟𝗟𝗠-𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗦𝗲𝗮𝗿𝗰𝗵 Embrace the LLM mindset. Understand their mechanics. Study how they operate, the data they use, and how they formulate responses. This knowledge guides the creation of LLM-friendly content. Go beyond keyword optimization; craft comprehensive, user-centric pieces that directly address needs and provide insights. Invest in acquiring backlinks from relevant, authoritative websites. Understand LLMs, create tailored content, and maintain robust backlink profiles to ensure brand visibility and authority. The integration of LLM into search engines is already underway. Realign strategies accordingly, understand LLMs, create tailored content; and maintain robust backlink profiles. As search dynamics change, this ensures brand visibility and authority. Intrigued? Share your thoughts on how to navigate the LLM search frontier. #seo #marketing #content #digitalmarketing #ai #llm #sem

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If you know the value of aged domains, you’ll drool over this story... Susan Wagner snagged a simple domain for her content website back in 1996: Honeymoons.com. Wagner and her partners Tom Curtin and Martin O’Connell spent the next 27 years growing the site, primarily by publishing helpful content about the honeymoon industry. Wagner had expertise in that topic after producing the honeymoon section of Modern Bride magazine for a decade. In late 2022, they heard from someone who wanted to buy the business. It was Jim Campbell of Camp Media, which operated WeddingGoals.com. He was interested in the SEO and branding power of their domain. The original Honeymoons.com team was interested, but not ready to move immediately. “I told him to give me a call if they were ever going to sell,” Campbell said. He got that call a few months later, in early 2023. “Our team was getting older,” co-founder Curtin said, “and we were not keeping up with the leaps in technology.” They ended up selling for 6 figures at 7x revenue. That’s a high multiple for a content site, which typically sell for about 3x revenue — a worthwhile investment for a strategic buyer who wanted that aged domain. Check out our full story on the growth and sale of Honeymoons.com: https://lnkd.in/gsUC-tEY

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Petco Email Overhaul A counterintuitive approach. A few key changes: ➤  Key Header Change Yes, we didn’t lead with an offer here. We led with a statement that everyone in the target audience can agree with. → Makes them naturally want to read on → Open Loop → Highlight product quality While this email has a value-led approach, we still add a CTA above the fold for eager shoppers. ➤ Create An Angle An interesting angle that empowers dogs, setting context for the product spotlight section. → Compares dog DNA to wolf DNA → Creates intrigue in terms of ‘so, what does that mean?’ → Sets context for wild pacific stream smoked salmon ‘Wild Stream Smoked Salmon’ is contextualized more since modern science claims dogs share the same DNA as wolves. ➤ Product Spotlights With Reviews A clear product showcase with benefit-driven copy and review highlights. → Builds confidence through social approval → Makes product tangible → Builds on the context from previous section The value here is using the contextual story of dogs having wolf DNA, and showcasing products in light of this new perception. ➤ Conditional Product Spotlight Next, we highlight a product alternative. → Gives an alternative option → Based on customer research → Show clear customer understanding The main point here is to use your zero party data to decode what your audience considers highly relevant. ➤ Offer-Stack Reminder We put the offer at the end here. Criminal, right? Not when you’re taking a value-based approach. → Builds trust through reading first → Keeps the email relevant to profile → The goal is to offer value first Being a brand that gives value first is the ultimate differentiator. ------ I’m a big fan of value-led marketing. In a world where we see 10,000 ads in a day, leading with value in your marketing will help you stand out. It trains your audience to actually read your emails and receive some form of dopamine from new information. Providing value before an offer will add more longevity in your customer base. There’s definitely a time and place for leading with offers, but I do think the landscape is changing. Thoughts?

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Just got back from #MozCon, and Crystal Carter from Wix shared valuable insights on how online forums like Reddit are impacting SERPs. If you manage forums on your site, now's the time to connect with users. Guide them through your funnel and raise awareness about your products and services. This approach can really enhance your SEO strategy!

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Let's talk about a subdomain vs subdirectory structure for your company's blog. (try not to get too excited ;) While it might not be the most riveting SEO topic, site structure and hierarchy is uber important when it comes to discoverability and indexing. There is no "right" way but there are pros and cons to each. tldr: we like a nice subdirectory structure. Fuller deep dive below. https://lnkd.in/et_zzNK3

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