Insights from Nebo

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April 24, 2019

We’re Obsessed with Google Ads Scripts, and You Should Be Too

Everyone who knows me knows I’m OBSESSED with Google Ads scripts. Heck, it’s even in my Twitter handle! (@PPCScriptQueen, if you were wondering.) They are one of the most amazing PPC tools available — for free — and not enough marketers are taking advantage of them.

In the past, marketers have been wary of using scripts to automate or enhance campaigns, since they couldn’t be rolled out across multiple platforms. But now that Bing Ads has launched scripts, it is more important than ever to implement holistic optimization strategies across your Paid Media campaigns. This is why I spoke at PPC HeroConf and shared the automation tools that saved my sanity while working on complex accounts.

In my session, I discussed how to pinpoint areas of PPC accounts that can be enhanced with scripts, and how to launch new Bing Ads scripts. Additionally, I gave out three new updates to the best PPC scripts available.

These scripts will take your campaigns to new heights on both Google Ads and Bing Ads, and I’m giving them to you for free!

April 17, 2019

International SEO: Building Global Visibility

In today's search landscape, a global approach is paramount. Building an SEO strategy can be complicated, and it’s tempting to take shortcuts and ignore international search and the challenges that come with it. This shortcut can be incredibly costly, however, and can cause your business to lose valuable traffic.

It’s not uncommon for multiple versions of websites to be created to accommodate users of various languages and, unfortunately, it’s not uncommon for this to be done without appropriate planning. It may be easy to rely on a cookie-cutter approach, but it’s not sustainable. And moreover, it can have potentially damaging impacts on your brand.

There may not be a one-size-fits-all approach to international SEO. In fact, we know there isn't. International SEO is complicated. It is its own complex beast. And there are a number of big considerations to think about when setting your strategy. Your reasons for creating an international strategy may be entirely different from someone else’s, and as such, the things you include and the way you execute on them will likely be different too.

Let’s walk through some of the most important considerations so you’re well equipped to develop a tailored approach to your international SEO plan.

April 11, 2019

Optimize for Customer Experience, Not Conversions

One of the reasons I love marketing and advertising is that it’s filled with incredibly smart and talented people. That makes sense given the biggest brands in the world spend billions each year in an effort to better connect with their customers.

However, like any other industry, there are deeply embedded norms and practices that don’t make sense. I could go on a long rant about all of the things that are broken in our industry, but I’ve done that a few times already in previous posts (here, here and here).

What I want to focus on here is how, despite all of the effort and brainpower marketers put into our craft, we fail over and over again to put our time and efforts where they matter most.

Customer experience is the game. It’s not a channel. It’s not a campaign. It’s not our clever tactics. Those things matter. However, what we often fail to see and understand is the 360-degree online/offline customer experience.

And if we optimize that, we win. We win because when our customers win, we win. It’s a virtuous cycle.

April 2, 2019

How the Cookie Crumbles: Apple Wages War on Marketers

When it comes to tech they will and won’t support, Apple isn’t afraid to fire the first shot. Remember when they removed CD drives from their laptops and headphone jacks from their iPhones? Or how about when they signed the death warrant for Adobe’s Flash?

And while Apple’s encryption war with the FBI rages on, the Mac-maker is launching yet another offensive — this time with marketers.

March 29, 2019

Crimson Hexagon vs. Sprout vs. Meltwater. Who Wins the Social Listening Showdown?

Listen up, folks.

Marketers have historically struggled to tap into what consumers think of their brands. We all know that a brand isn’t what you say it is — it’s what the people buying your brand say it is. Not that long ago, marketers would spend their days (and their dollars) fine-tuning focus groups and making educated guesses on where their target audience might be found.

Enter social listening.

Social listening is a 20th-century marketer’s dream. Brands everywhere are now able to be a fly on the wall to the constant stream of conversation flooding across news outlets, blogs, social platforms and more. It helps monitor your own brand presence, your image, your share of voice, competitor insights, industry trends and other key phrases essential to your product.