Industry Focus for Friday, July 28, 2022
Every week, our digital marketing agency team comes together to discuss the latest industry trends. This week, paid media – specifically pay-per-click advertising – dominated the conversation, which also included search engine optimization.
Keeping up-to-date on digital marketing takes time – which is why reading our Industry Focus blog every week is a must for business owners.
“PPC Survival: Handling Inflation and Being Ready for a Recession,” by Jonathan Kagan inSearch Engine Land
With some economists raising concerns about the state of the economy, businesses and marketers need to make a plan to continue their pay-per-click search ad strategies. During inflation, we’ve seen an increase in cost-per-clicks; during recessions, we’ll see that these CPCs don’t decline much. Focusing on branded keywords and skipping out on too-competitive keywords will save you money in your PPC budget – among other strategies.
-Submitted by Jaron Thompson, Account Manager, and Zack Faulkner, Paid Media Coordinator
“How to Advertise on DuckDuckGo for Bonus PPC Wins,” by Larry Ludwig on LarryLudwig.com
DuckDuckGo handles about a million search inquiries per day, and while that’s barely a drop in the bucket compared to Google, it’s still significant, especially if your target audience is using the privacy-friendly search engine. DuckDuckGo offers pay-per-click ads, just like Bing and Google do. In return, you get auto-tagging in Yahoo! Ads and a more affordable cost per click. Our paid media team thinks it may be worth it for some businesses to reallocate marketing dollars to this relatively young search engine – and they’re always ready to talk strategy with you.
-Submitted by Tyler Shiney, Senior Digital Marketing Strategist
“Google Cookies Will Remain Active on Chrome Until 2024,” by Nicole Farley in Search Engine Land
Before eliminating third-party cookies, Google is now planning to continue to test the new Privacy Sandbox technologies, delaying the launch until Q3 of 2023. Google also says those cookies won’t be phased out until the second half of 2024. Consumers who value their privacy accepted this news with chagrin, but the timeline change gives advertisers extra time to prepare for this big change.
-Submitted by Alex Mead, Paid Media Coordinator
“Local SEO Strategies for Plumbers, Electricians, and Other Trades,” by Matt Bertram in Search Engine Journal
Tradespeople can break into new markets using local search engine optimization tactics: off-site SEO, Google Business Profile, local directories, and on-page SEO tactics, including local keywords and schema, metatag optimization, and the right pages. But a lot more goes into ensuring your SEO efforts are complete – and an SEO agency like iFocus Marketing can help get you there.
-Submitted by Zach Kinser, Director of SEO
“5 Meta Description Tips to Help Your Content Get the Clicks,” by Ann Gynn in Content Marketing Institute’s blog
A meta description is an HTML tag that describes web page content for search engines and end users scrolling through search engine results pages (SERPs). This concise, meaningful copy should stir your audience to action and contain important keywords so your content gets the eyes on it that it deserves. If it doesn’t answer the search query, it isn’t doing its job.
-Submitted by Jenifer Calandra, Copy Team Lead
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