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Ashley McNabb
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Digital Communications Specialist at Ann Arbor SPARK
Digital Communications Specialist at Ann Arbor SPARK

12 followers
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IS339 Iteration 3 Team Project: For this Milestone, we changed our strategy to focusing more on bringing awareness to BBBS, instead of focusing more on donating. We identified what it is that users are searching for and adjusted our keywords/ads accordingly. We also decided to adjust our persona to more of what we found that the typical customer likes, does, etc. From Milestone 2 to Milestone 3 we did a lot of market research. We think we are now on the right track and hope whoever takes over BBBS's Adwords account next will continue what we started and fixed!

IS339 Iteration 3 Individual Contribution: For this Milestone, I contributed by adding and pausing keywords for the Branded Keyword Mentor group and creating ads that corresponded with those keywords. I also did some research on the "Real Life Stories" landing page and identified the common language that was used. Finally, I took survey information from BBBS's current/past Bigs and used that information to create a new persona.

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What's a social media site nowadays without a "story" function. With Facebook's recent update of Facebook Stories, the lines between them and Snapchat are blurring. Facebook is ruthless and relentless with competition, and with over one billion Facebook users, they surely are kicking butt! Stay tuned to see how this new Facebook feature rolls out and what it does to competition!

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Robots are slowly taking over the world!! (..jk) Personal (digital) assistants has become the future of SEO. Why you may ask? Well, to name a few reasons, they are portable, aka on smartphones, search results are tailored to the user, and results have become more focused so you aren't scrolling through page after page. Start readjusting your marketing strategy people!!

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If you dream it, you can achieve it! It is possible to be competitive in Google Shopping as a small business. In fact, done right, Google Shopping can actually be the most effective digital advertising platform in terms of Return on Ad Spend (ROAS). This article presents 7 strategies if you are a small-to-medium sized business: 1. Focus on your nice. 2. Segment your campaigns effectively. 3. Use natural language in product titles. 4. Use geotargeting. 5. Leverage RLSA lists. 6. Don't bid too much. 7. Decrease your prices.

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The Marketing Mix (which has been drilled into our heads in almost every single marketing course taken) has a newest addition: Proximity. Proximity is key to "near me" searches. Food for thought: "Since most people find businesses through local search and digital maps, proximity needs to be a major aspect of every marketing strategy. If you get everything else right but fail to optimize for proximity, you’ll have a hard time leading customers to your brick-and-mortar locations."

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Bing now has a chatbot powered by Skype to help assist searchers find local restaurants in the Seattle area (which is near Bing headquarters). Compared to Ok Google and Alexa, this is nothing.. but with a little more tech and experience it could soon be competing. Stay tuned!

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If you're still using monthly budgets, be prepared to switch to daily. Beginning in April, Bing will automatically change your campaigns set on monthly budgets to "daily accelerated" budgets. Be prepared to change your budgets before Bing does it for you automatically!

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“Should I bid on my brand terms or generic terms where I rank in the top three organically?” Some key questions to ask before you begin are: 1.Do you have a distribution channel that also bids on your keywords but carries competitive products or services? 2. Do you typically get organic sitelinks on a brand search? 3. For paid search brand queries, are you using a landing page that is different from your home page (a popular tactic that is usually undertaken after testing shows higher conversion rates)? Continue reading this article to learn key concepts and solutions that helps answer this troubling question.

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This article talks about ways to improve your conversion rate. "Improving marketing performance often involves a lot of spot treatment: you spend some time working on your paid search campaigns, then you spend some time working on your organic search, and so on and so forth." Sound familiar? Check out this article to read more!!
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