Retargeting in PPC & Social – AuthorityLabs HoA Recap, Video, & Podcast

This episode of the #Authority HoA was originally streamed live on September 2nd with featured guests Sean Dolan, President of PushFire, Inc. & Rachel Malone-Olson, Social Account Manager at aimClear, and hosted by Melissa Fach, produced by Michelle Stinson Ross, and color commentary from AuthorityLabs CEO, Chase Granberry. Below we a have a quick written recap, the video and a podcast from the hangout.

The Recap

Melissa Fach: Can you give us a brief overview of what retargeting is in PPC and Social Media?

Sean says the best explanation he as for retargeting, remarketing, or remessaging in digital marketing is this: digital advertising that engages a customer or prospect with custom messaging based on previously acquired information. There’s three parts to that definition. First is real engagement, this is never the first interaction that a brand has with a person online. Because it is at least a second interaction, brands have some information, or common history, with that person to base the message and engagement on. For PPC in particular, that messaging could be display ads via the Google Display Network or search ads in Google and Bing. In display, you can create very customized messaging to present at the right time on the right sight to the right niche of your audience. In search, you can overlay keywords with a particular remarketing list.

Rachel adds that paid social media retargeting works much the same way. The particular targeted audience is defined by interactions they’ve had with your brand’s website, email, or social media. Both Facebook and Twitter use forms of custom audiences that you can either upload as a defined list or create using code embedded in your website.

MF: How do businesses choose where they should retarget – PPC, Social, or both?

Rachel comments that the decision to use retargeted advertising in PPC, Social Media, or both really has to do with where the brand or client is at that moment. What do they need to accomplish? What goals and key performance indicators have they set for themselves? Audience preferences also have to be taken into account to ensure that you are getting the most effective and efficient use of that advertising spend. If your audience isn’t active on Twitter, there is little need to spend money remarketing in Twitter. If your brand does not have a significant social community, then PPC is probably a better option for paid remessaging.

Sean expands on those ideas by adding that a particular channel should not be ruled out strictly based on your brand’s activity in that channel. Take the time to do the market research and test the channels to discover just how much of an audience your brand actually has on Twitter, Facebook, and LinkedIn before ruling out those options. If you have yet to be active, you may not be aware of the warm audience available to your brand in a particular channel.

MF: Is retargeting a good advertising option for everyone, then?

Sean continues by reminding us that retargeting works for companies that have tons of website traffic as well as for small businesses with very niche communities. Sometimes are the more niche and local the better. When your audience is already very small and specific, there’s no need to segment it. Segmentation becomes necessary when you have huge groups of people spread across large geographic areas. In many ways retargeting can be easier for the small local businesses than it can be or enterprise brands.

Rachel reminds that testing is everything. Very small budgets can still be used to find exactly where is the best use of retargeting efforts. The barrier to entry is low for businesses of all sizes. The customization means highly effective use of ad dollars no matter the size and reach of your brand.

Rachel and Sean both had a great deal of information to share about tools they use and common mistakes to avoid. There were also several valuable viewer questions you won’t want to miss. Be sure and check out the entire video or listen to the podcast, and share your thoughts in the comments.

The PushFire team is speaking at several regional Texas events, while aimClear will be well represented at Pubcon this fall. Don’t miss aimClear’s Founder and Chief Evangelist, Marty Weintraub, presenting with Lisa Buyer on Social and Mobile PR Secrets. Marty is also moderating a session on Hot Topics & Trends in Social Media Marketing. If you would like to learn more about our topic, there will be a Pro-Advanced Retargeting and Remarketing session at Pubcon.

Video and Podcast

Our Next Hangout, September 16th, 2 PM EST

Be sure to mark your calendars now and join us for the next #AuthorityHoA to discuss Tips for Surviving Pubcon Vegas with Simon Heseltine and Dave Rohrer.  BTW if you register for Pubcon before the hangout, you can save 10% with this code: ex-3131010

Heading to #Pubcon? Some Tips on Using Their Agenda for Social & Blogging

As someone that has attended many conferences and has done blogging and social sharing from the conferences I know how crazy things can get. Pubcon is the largest conference I have ever been to and because there is so much to focus on I find it is helpful to get some prep done ahead of time.

So, I am going to give some tips on using the Pubcon agenda to help you prepare and find the info you need faster for social sharing and live-blogging. If you are planning a schedule of sessions ahead of time and know you won’t be deviating from it you might has well have the speaker’s info handy for fast writing or tweeting.

Pro Tip: If you are blogging having the bios and links done ahead of time saves you precious time.

The Agenda Grid: Links to All Kinds of Info

The Pubcon session grid is located here.  Many people see it as a flat agenda and I am going to show you how to get more out of it. In the screen shot below you can each of the titles for sessions are actually a link to session details.

Pubcon Agenda

Session Details

Those links lead to the session details page where you get more info about what the speakers are going to discuss, but there are links to the nitty gritty data you need.


See Ann Smarty?

If you click on her name you get everything you need to know for blogging and tweeting – her job title, a link to her website, her bio and her Twitter handle.

Links in Bio

So There You Go!

We hope you have a fantastic time and we hope this tidbit of info will save you some work time (and searching for info) while you are there. Also check out the Pubcon itinerary builder. Please reach out if you have any questions. Our team will be all over Pubcon, so come say hello and make sure to come see us for free drinks on Oct. 7th at 6pm.

Chrome Bids Farewell to Flash and Makes Additional Performance Updates​

Google_ChromeAttention advertisers! Still using Flash to design your online advertisements? Stop immediately! As of September 1st, Google Chrome will no longer support advertisements that contain Adobe Flash.

Flash is usually seen in video enriched elements, online animation, and video games. Several designers began incorporating Flash into advertisements to add that extra flair of animation and engagement for users. Flash is also commonly known for video performance to play videos on websites and can be required for some websites to operate, such as Pandora.

Why Is Removing Adobe Flash Necessary?

One of the reasons Google’s Chrome put an end to this design feature for ads was to help improve battery life for laptops. Back in June, Google Chrome announced on their blog that the change was going to take place in the coming months.

“We’ve been working with Adobe to ensure that your experience on the web can be power-efficient as well as rich and interactive,” Google Chrome stated in their post. “This feature will be enabled by default on Chrome’s latest desktop Beta channel release starting today, and will be rolling out soon to everyone else on Chrome desktop.”

Fast forward to several months later and the update is here! Chrome’s latest blog post discussed the speed and performance update in detail.

“We’ve also made changes to Chrome to improve power usage. A new setting introduced in June will auto-pause Flash content that’s not central to a website. Our testing has shown that turning on this setting makes your battery last up to 15% longer depending on your operating system, so over the next few weeks we’ll begin turning on this feature by default for all users.”

Is This a Breakup With Flash?

Have no fear Flash lovers! This doesn’t mean Adobe Flash is going away forever. Chrome is simply removing flash from advertisements and choosing HTML5 to better improve battery life for laptop users, many of which are both marketers and consumers. Videos and interactive elements that require Flash to load on a page will still load as they normally should.

To distinguish the difference between Flash in ads and Flash correctly placed, Chrome has intellect to determine exactly where the Flash is on a webpage. By pausing content in ads automatically, users still have the option to choose whether or not to play a Flash object by resuming playback. According to Chrome’s testing, auto-pausing Adobe Flash content that isn’t central to a website can improve battery life by up to 15% longer, depending upon your system.

Other Updates to Chrome

Aside from battery life, speed is an important principle for Chrome and pretty much the entire internet world. To help improve the overall speed of the internet browser’s performance and user experience, Chrome has also made additional updates.

Continue Where You Left Off

Chrome offers a restore all tab that allows users to literally continue where they left off. Whether your laptop died, computer crashed, or you fell asleep at your desk, Chrome has the ability to restore where you were last browsing. To better improve their restore feature they are now organizing your tabs from most to least recently viewed, helping you see your most used and viewed tab first when restored. In case your computer is struggling and is low on resources, Chrome will also stop restoring the rest of your tabs and just keep the most viewed one in cue. This will help assist with memory and ultimately battery performance. ​

Freeing Up More Memory Space

In order to improve efficiency even more, Chrome can now use it’s free time wisely. When you’re not actively searching through webpages and keyword terms, Chrome can use your idling to clean up old and unused memory. When testing the update, Chrome found that this memory clean up reduced website memory by 10% on average. Apps like Gmail were even more effective, allowing Chrome to free up almost 25% of memory Gmail uses.

In an ever changing and developing online world, every improvement to better memory, speed, and battery life is essential for online marketers. With updates like these, would you consider using Chrome? Comment with your thoughts about Chrome in the comments below!

Last Week’s Search News: What You Need to Know

One thing that is consistent in the search industry is change. This past week there were several changes you should be aware of:

Was Panda 4.2 Reversed?

On Sept. 4 Barry Schwartz explained that many SEOs have noticed that the changes that came with the Panda 4.2 July 18 release have “reversed or changed significantly.” There is a good discussion about this change on Search Engine Roundtable in the comments here. Google could just be testing things, as they do often. However, keep on eye on your sites, rankings and traffic closely.

Google to Penalize Sites with Large App Ads?

Google announced on Sept. 1 that mobile sites that have large ads pushing users to install the app need to make a change ASAP. Site owners will be notified via the search console which pages on their sites are pushing these ads. Danny Sullivan broke down what you need to know with his article “Google Declares War On App Install Problem It Helped Create“.

Google Expanded Info on Medical Conditions

On Sept. 3 Google announced that they are adding more information on medical conditions, better visual improvements and a downloadable PDF that you can bring to your doctor. Here is an example of what we saw when searching for “Bee Sting”. These results were to the right of the search results and are really fantastic.

Google-bee-sting Download PDF

Google’s New Look

Yep, they changed the look and those that don’t like change don’t like it :). Google announced it on Sept. 1 on their blog and they released a video. Make sure you check out the new look of the G+ logo also.

How to Start Preparing For the Holidays: Holiday Marketing Guideline 101

‘Tis the season to start preparing your holiday marketing! Before we know it, the holiday season will be in full swing. Whether your business sells products, services, or branding, the holidays are a great time to increase exposure, website traffic, and revenue. A sure fire way to help guarantee holiday success is by getting a head start on your holiday marketing strategy.

Don’t get behind like most businesses, and shoppers, by waiting until the last minute. Start preparing for the holidays now with these helpful holiday marketing tips.

Get Santa on Mobile

Mobile commerce is quickly taking over desktop. From browsing on mobile to using apps, eCommerce for mobile is the place to be this holiday season. According to Marketing Land, 71% of people browse through retail apps before actually making an in-store purchase, giving businesses an opportunity to really showcase their offer before meeting the customer in person.

DMA and 13-Ten created an infographic sharing the many successful statistics between mobile and eCommerce. In their findings, they discovered eCommerce revenues originating from a smartphone device increased by 123%, and mobile commerce is only growing larger.

Screen Shot 2015-09-02 at 6.08.32 PM

Therefore, not only does your website need to be mobile responsive, but your products and shopping cart experience needs to be seamless on mobile.

Once your eCommerce portion is mobile-friendly, let the whole world know. Inform customers how they can now easily and conveniently make their holiday purchases straight from their phones. You can also offer an exclusive discount for mobile orders to increase exposure and mobile sales.

Break Out the Data and the Pumpkin Spice Lattes

Pumpkin-latteHow has your business performed over the past few holiday seasons? Was there a certain holiday offer that helped increase sales more than others? Dig through previous year’s data to remind yourself what has worked in the past and what hasn’t. This will give you a starting point to help choose what type of offer to promote. Ask yourself these questions as you filter through analytics:

  • What were sales like during September-January? It’s important to look at the holidays as a season, and not just a month-long period. Increased traffic and sales can start as far back as September if being promoted correctly. Correlate those efforts to the right holiday to pinpoint your most effective time of the season.
  • If business was slow – why? Does your specific business slow down during the holidays? Industries that aren’t directly retail, like chiropractic and service-based businesses, can slow down during the holidays due to traveling plans, tight finances, and busy schedules. Incorporate these factors into your offer to create something that accommodates everyone, regardless of schedule and budget.

Research Spooky Keywords

Start doing keyword research data for holiday marketing now. This will save a tremendous amount of time when the holiday season arrives. Use tools like AuthorityLabs to decipher how you can incorporate your industry with the holidays through keyword research. Check rankings now and post-holiday season using AuthorityLabs’s ranking data to see how holiday promotions helped increase or decrease rankings.


Create an Exclusive Holiday Offer

A special offer during the holiday season can be the reason why a customer chooses to purchase a product with your business over another’s. Especially with so much shopping to be done, from holiday presents to holiday prep, consumers have an even larger appreciation for discounts during the holiday season.

After researching what offers have performed best in the past and the best keywords to use this season, decide what kind of package deal, shipping discount, or promo you can afford to promote during the holidays. Keep in mind the following factors when choosing your holiday offer:

  • Quantity and quality counts. Choose a product or service that you can mass produce, while maintaining it’s quality. If you’re offer is good enough to make products fly off of their virtual shelves, make sure you’re prepared to handle the shipping. Service-type businesses need to especially take note and avoid overbooking themselves. Nothing is worse than a late Santa.
  • Is your product already successful? Discounting something that is already in demand will guarantee extra sales during the holiday season. Try spicing things up and choose one of your less-purchased items or services to advertise a promotion with. Sometimes all a good product needs is a little more exposure and the right advertising.
  • Package gifts out of existing products. Recreate your ordinary products and services to offer them as “gifts” versus their usual product feel. Inspire customers to make your product someone’s next best Christmas gift by advertising it as a gift or custom gift package.

Design a Holiday-Themed Email Newsletter

Holiday-newsletterOnce your holiday offer/offers have been decided, you can start working on the promotional pieces. Email newsletters are a great way to spread the word about your new promotion to an exclusive list of customers. Use email marketing tools like Aweber, Mailchimp, and Constant Contact to organize your list of subscribers by shopping patterns and send exclusive holiday discounts to different subscriber lists.

New customers may need a larger offer to persuade them to purchase, whereas loyal customers who already love your brand can be satisfied with a free shipping code or exclusive offer made “just for them”. Creating holiday email campaigns to fit each type of subscriber list will help increase website traffic, sales, and exposure during the holidays. Try these tips for even more success:

  • Link each product/service photo to a corresponding page. Don’t include a photo of “Dad’s favorite mug” without linking the image to a product page where the subscriber can purchase Dad’s new mug.
  • Add a little mistletoe to the design of your newsletter. Holidays are a fun time for designers (and an extremely busy time, too). Take advantage of holiday themes and make the newsletter fun to open, read, and digest.
  • Include hints to the offer in the subject line. Tease subscribers with a piece of the offer right away by including info in the subject line. Make them want more by opening your newsletter and learning more about this exclusive, just-for-them offer.

Create Content Full of Pumpkins, Turkey, and Pies

Start working on your holiday-themed blog posts now. Using your data from keyword research, create optimized blog posts that fit right in with the holiday season. Prepare content for fall, winter, and each of the holidays to help your website pop up in search results as customers try to find the perfect gift for their loved ones.

Don’t forget to include your holiday promotions in blog posts, as well. Blog posts are easily shared on social media channels and act as both a rank improver and increased exposure for your offer and website. Make sure and space out your holiday content with regularly scheduled content about events, news, and upcoming promotions so your customers aren’t overwhelmed with pumpkin blog posts for the next three months.

Choose a Local Charity

The holidays are a great time to give back, especially for businesses. Increase your exposure by hosting a toy drive or charitable auction. Customers will think highly of your business and appreciate that your company gives back to the people.

Whichever route you choose for your holiday marketing strategy, keep track of analytics and conversions so you know how to better prepare for the coming years.

ThinkGlobal Retail Conference Recap

ThinkGlobal Retail is the conference for online businesses. With a primary focus on eCommerce, ThinkGlobal brings retail Directors, CEOs, and eCommerce Managers from all over the world to speak and learn about the latest and greatest in online retail. The 2-day agenda was jam-packed with powerful sessions to teach attendees how to improve their online business and connect with their customers.

11947457_10152990957322882_5027879957715182237_nImage Courtesy of Tim Ash

As many can agree, one of the best things about ThinkGlobal is the intimate nature of the conference. Most conferences can home thousands of attendees and hundreds of speakers, causing attendees to run around from session to session and speakers to miss out on opportunities to connect. Luckily for ThinkGlobal attendees, there was a perfect balance between gaining knowledge of new online marketing trends, tips for improving eCommerce, and several opportunities for conversation with industry leaders.

Averaging about 350 attendees, ThinkGlobal offered a welcoming environment where attendees could actually connect with speakers in the hallways and at exciting after-parties. The first day concluded with a networking event at Caesar’s Vista Cocktail Lounge where everyone was able to dress up a little nicer than usual and mingle over a glass of wine and cigar.

11137098_10152990950567882_6267283525798715757_nImage Courtesy of Tim Ash

Aside from opportunities for conversation, here are a few highlights from the ThinkGlobal Retail Conference.

Keynote Sessions Designed to Inspire

Each keynote session was packed full of insightful information and inspiring pick-me-ups for online businesses. Keynotes included James Tobyne of, Bob Schwartz of, Tim Ash of SiteTuners, and Brett Tabke of Pubcon.

Founder of, Bob Schwartz reminded the audience of how simple, yet important it is to connect with the people. During his keynote he offered several examples of how building a community of people through products can create a brand on it’s own. He tested this out for himself during a video contest with Magento, an eCommerce software. The contest invited users to shoot a video describing what they loved most about the service. It quickly took off and before they knew it, several customers were submitting homemade videos sharing why they love Magento and in the most creative of ways. This helped build their brand using their own customer testimonials.

11949265_10152990946147882_4930540635119297103_nImage Courtesy of Tim Ash

“We created a movement, we created energy, and we created a company with soul,” Schwartz said referring to the Magento contest. You can achieve this by thinking more about how to engage the people, and less about how to receive the most conversions. Learn how to inspire your audience and customers to Tweet, share on Facebook, or tell a friend about your business and let the brand build itself. Bob shared some of the best ways to get your customer’s hearts beating and business growing is by:

  1. Serving your customer, first and foremost!
  2. Building the brand as a business.
  3. Make the business successful, duh!
  4. And grow.

Other keynotes also shared similar insights about new ways to brand and improve business over time. Brett Tabke, Founder of online marketing conference Pubcon, ended the ThinkGlobal conference Friday afternoon with insights on how to prepare for change in the online world. Emphasizing changes with design, Brett warns everyone to get with it and avoid using 3d buttons and css rollover.

Key Takeaways from ThinkGlobal

“Google Display Network does the design work for you and gives you images within about 20 minutes.” -Jim Banks

“A classic mistake is thinking your US site will work in China. Always redesign for regions.” -Michael Bonfils  

“If you are using Facebook Advertisements, but don’t have a pixel on your site, do it YESTERDAY!” – Darlene Thomas”

“If you are going to cold call on social media, then add value.” – Marty Weintraub

“Don’t just localize your site, localize your strategy. No-one uses email in China.” – Maile Lesica

Like what you saw and want more? Ready to stay connected with the online world of retail? ThinkGlobal has two MeetUp groups in America, one in New York and the other in Los Angeles.