Tag Archives: local

What You Need to Know About Google Maps’ Promoted Pins

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Image via Shutterstock.

According to the most recent numbers, about one billion people around the world have downloaded Google Maps and use it to reach 1.5 billion destinations each year.

That’s a lot of searches and web traffic. But of equal interest to Google and its customers is foot traffic. Shopping online is great, but forecasts indicate 90 percent of retail sales will happen in physical stores rather than online, and half of smartphone users who search for something locally will end up visiting a retail location within 24 hours.

The latest update to Google Maps is called promoted pins. Google hopes it will help bridge the gap between online traffic and foot traffic. It will give local businesses an opportunity to have their voices heard in a new way and take advantage of our glorious, mobile-first future.

So what are promoted pins and why should you care?

If you’re a Google Maps user, and you probably are, you’re likely already intimately familiar with the ordinary red “pins.” These indicate nearby landmarks, businesses or other places of interest.

Promoted pins will provide a handy contrast, as they now come in royal purple — allowing your business to very visibly stand out from the rest of the locations in your area.

But drawing the eye with fresh new colors is just the start of it.

When you perform a search for, say, children’s bicycles, you might see promoted pins from Toys ‘R Us or other local toy stores populating the top of your search results.

These will also be accompanied by promotions and coupons tailored precisely to your search history. Maybe it’ll be a $5 off coupon for that bike, or, in a different search, $1 off your Grande Mocha Whatever from Starbucks.

promoted-pins-phone

Sounds exciting, yes?

What do you need to get started?

Naturally, you’ll need to do a little bit of work before you can get your own promoted pins off the ground.

First and foremost, if you haven’t already, you’ll need to have your business officially verified by Google. This can take a week or two, and involves receiving a postcard at your physical location to verify the address you’ve provided actually exists, and matches up with existing USPS records.

But to enable promoted pins specifically, you’ll also need to meet Google’s advertiser eligibility requirements and enable “location extensions” in AdWords. This involves linking your Google My Business account to your Adwords account. You can do this by following these steps:

  1. Sign into your AdWords account and go to the “Ad Extensions” tab.
    ad-extensions
  2. Select the “View: Location Extensions” option from this dropdown menu:
    location-extensions
  3. Click “+ Extension” and you’ll be asked to link your Google My Business account.
    screen-shot-2016-09-20-at-2-43-50-pm

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Planning your promoted pins strategy

Local businesses will be charged per click for their participation in promoted pins. But just what constitutes a “click”? Here’s the rundown:

  • “Click-to-call” actions on your smartphone
  • “Get directions” interactions
  • “Get location” clicks

Knowing this, how much of your PPC spend should be directed at promoted pins?

Like many other aspects of online marketing and digital advertising, some strategies are simply going to be more effective for certain industries than others. For example, I could see promoted pins working really well for drugstores, gas stations or restaurants – places that people tend to frequent often, even when traveling.

However, I don’t see promoted pins being overly beneficial for places like colleges or event venues. People do extensive research and planning when spending money with these organizations, and buying decisions are influenced by many, many other factors outside of location or even pricing.

To put it simply, there’s not going to be a magic percentage of PPC spend you can put towards promoted pins to get your ideal results.

You’ll need to play around with this new feature and gradually adjust how much money you want to allocate to it after a few months of testing. I will say that I don’t think a promoted pins budget should be a majority part of any organization’s PPC spend, but you can pick a starting budget based on your past successes with PPC and adjust said budget up or down as you start to see results.

In other words, budgeting for your local search campaign in Google Maps shouldn’t feel at all out of step with other forms of digital advertising that charge according to the traffic you generate.

Tracking your promoted pins campaign

All of this is pretty academic if you don’t have access to real-time data about your promoted pins, along with the traffic they’re generating and some key information about who’s interacting with them.

Here’s how to access the traffic data for your promoted pins campaign:

  1. Sign into your AdWords account and go to “Campaigns”:
    adwords-promoted-pins-campaigns
  2. Click “Segment,” then “Click type”:
    adwords-promoted-pins-segments-ad-types

That should bring you to the all-important data about the types of traffic your promoted pins are bringing in. This traffic might show up in a breakdown similar to your normal “Local” PPC ad analytics, with data for click-to-call, driving directions and location detail actions taken:

mobile-clicks-to-call-promotedpins

What you find there will be the key to tailoring your hyperlocal marketing approach in the months and years ahead.

Sales funnelling from Google Maps

How can you turn your promoted pins into real sales? How do prospective customers become, you know, customers?

The key is hyperlocal marketing, which is marketing tailored to a very small geographic area, such as a single zip code, neighborhood or city.

People are already shopping locally. Your job is merely to make sure they visit your establishment and not somebody else’s. Promoted pins should make this easier than ever, by letting you cater directly to the people who are most likely to visit your business in the first place.

Promoted pins also encourage — even require — you to stay up-to-date with what people in your area are actually searching for.

You’ll be able to optimize your business’ page within Google Maps to reflect the language people are using to find you. Just like you would do keyword analysis and competitor research for your main website, you can take the information you learn about how people find you on Google Maps and apply it to your Google My Business page or promoted pins ads.

This whole process is like a snowball that just needs one gentle push to get started.

One national brand that figured this out early is PetSmart. It learned how to tie together data from its search ads with data from Google’s Store Visits. It found that between 10 and 18 percent of folks who clicked on its ads ended up inside a PetSmart store within a month. PetSmart used this information to make more informed budgeting decisions for their online marketing strategies moving forward, and was able to provide data driven proof of the value in search ads for their merchandising partners.

It’s this ability to truly understand the customer “journey” that really speaks to the usefulness of promoted pins.

Quick bonus tip: Be transparent about inventory

Here’s one more key action you’ll need to take, if you haven’t already: Become super transparent about the products you have in stock. One in four mobile users avoids visiting brick-and-mortar stores because they fret over the product, or products, they’re searching for not being in stock.

Fortunately, Google’s already developed a way for companies to do this: local product inventory feeds. This is a list of all the products you sell in each of your stores, and you can choose to update your full product inventory or only the products whose inventories have changed that day. Inventory feeds help consumers feel more confident that they can find what they’re looking for at your store, and that they won’t arrive to find said item out of stock.

When done in conjunction with promoted pins, inventory feeds assure potential customers that a product is actually in stock and that it can be found at a location in their immediate area.

How promoted pins can help you

If you’ve read this far, you’re probably one of two types of people:

  1. You’re excited to dig into the nitty gritty of a new type of ad platform, and you’re ready to see what kind of return on investment this can bring to your local business
  2. You’re fretting over yet another skill set you need to learn to keep your business viable in an increasingly digital-minded world.

Though, the perfectly sane businessperson probably falls somewhere in between.

It’s true. There are a couple little tricks you’ll have to pick up before you have your promoted pins strategy up and running and actually delivering real-world results.

But for the most part, we think you’ll find the process actually dovetails pretty nicely with what you’re already familiar with. AdWords is an established platform, and promoted pins is an offshoot of that. You were always going to have to become savvy with local marketing to survive and thrive. It was inevitable. And, thankfully, Google has made it pretty easy to get started.

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What You Need to Know About Google Maps’ Promoted Pins

Web Development Reading List #152: On Not Shipping, Pure JS Functions, And SameSite Cookies

This week’s reading list consists of a lot of little, smart details that you can use on websites. From tweaking the user’s reading experience during page load to pure JavaScript functions and verifying the integrity of external assets. And finally, we see some articles on thinking differently about established working habits — be it working on AI without data or the virtue of not shipping a feature.
Please note that I’ll be on vacation for the next four weeks, so please don’t expect any new Web Development Reading List before October, 7th.

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Web Development Reading List #152: On Not Shipping, Pure JS Functions, And SameSite Cookies

The 16 Best Digital Marketing Conferences of 2016

A couple of weeks ago, I heard a barber say you’re only as good as your last haircut. In marketing, this couldn’t be more accurate — using last year’s tactics just won’t cut it.

Surely, you’re staying up to date on the latest marketing trends with blog posts, AMAs and webinars. But sometimes, in order to level up, you need to step away from your desk and get a front-row seat to the action.

people having fun at Unbounce’s CTA conference
Knowledge learned in the flesh will help you reach new heights in 2016. Image via Unbounce CTA Conference.

With so many digital marketing conferences to choose from, we’ve selected the top marketing events we think will inspire and educate you in 2016.

These marketing conferences cover a variety of topics: content marketing, conversion optimization, design, email marketing, entrepreneurship, innovation, mobile, performance marketing, search, social, growth marketing, video marketing and local marketing.

If you’re on a mission to get some real life knowledge and socializing under your belt, here’s an epic list of the 20 most thought-provoking, engaging digital marketing conferences 2016 has to offer.

Bonus: to help with you whittle down your conference wish list, we found out what people had to say about last year’s conferences.

1. MozCon: September 12–14, 2016 (Seattle, Washington)

MozCon Logo

MozCon promises three days of actionable sessions, speakers sharing first-hand advice and fun networking events that won’t disappoint. If you’re looking to get exposed to what’s new in SEO, CRO, content marketing and community building, don’t wait too long to sign up.

Bonus: Roger, the cutest and cuddliest robot, will be there to give you a hug.

What last year’s attendees said:

2. Unbounce Call to Action Conference: June 19–21, 2016 (Vancouver, Canada)

CTA digital marketing conference

Our very own Call to Action Conference brings together experts in conversion optimization, pay-per-click, email, copywriting and UX design. If your goal is to become a faster, better and stronger marketer, we have amazing hands-on workshops that will expand your skill set and help you get there. Vancouver is at its most charming in the month the June, not to mention the parties and the swag are pretty awesome! Come pay us a visit in Vancouver.

What last year’s attendees said:

3. ConversionXL Live: March 30–April 1, 2016 (Austin Area, Texas)

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ConversionXL Live brings the top conversion optimization experts in the world together to teach you all their processes and methods. Unlike other conferences, networking is underlined and emphasized so you can further your learning while building relationships with your peers. If you’ve read Peep Laja’s ConversionXL blog, you know this is one of the most informative blogs on conversion optimization out there. And if this is an area you want to dominate, ConversionXL Live is one of the best marketing conferences out there.

What last year’s attendees said:

4. MARTech: March 21–22, 2016 (San Francisco, CA) and October 20–21, 2016 (London, UK)

Digital Marketing Conference Martech

As the name MARTech implies, this conference is for hybrid professionals that are both marketing experts and technology savvy. This event blurs the lines between marketing and IT and introduces conference goers to new technologies that will influence the data science, growth-hacking and digital marketing landscapes.

What last year’s attendees said:

5. Hero Conf: April 25–27, 2016 (Philadelphia, PA) and October 24–26, 2016 (London, UK)

Hero Conference

Hero Conf is one of the top marketing conferences for marketers who want to focus on improving their PPC skills. This PPC theme allows for actionable takeaways focused on improving your strategy around paid ads and data on LinkedIn, Bing, Google, Facebook and more. A low speaker-to-attendee ratio means that networking and nightly events are both fun and informative.

What last year’s attendees said:

6. WistiaFest: June 5–7, 2016 (Boston, MA)

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WistiaFest delivers you three days of video marketing insights, data, analytics content and more from some of the industry’s top professionals from around the world. This is an important event for marketers who use video in their marketing efforts and want to see where the future of video lies, and who want to catch up with their peers at one of the best video marketing conferences.

What last year’s attendees said:

7. MozCon Local: February 18–19, 2016 (Seattle, Washington)

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If you’re part of a local business and want to gain insights and knowledge on local SEO and other marketing tools, this is a great event that will feed your SEO and marketing hunger. MozCon Local will arm you with knowledge as well as tactical tips in the form of talks, workshops and cool networking events in lovely Seattle. What more could you want in a conference?

What last year’s attendees said:

8. ad:tech: November 2–3, 2016 (New York City, NY)

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ad:tech is an event held in eight countries that covers the changing landscape of advertising technology. The event is for marketers, brand strategists, agencies and publishers. ad:tech helps you navigate the evolution of key technologies and keeps you ahead of the curve so that you can drive innovation within your brand or agency.

What last year’s attendees said:

9. Marketing United: April 18–20, 2016 (Nashville, TN)

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Marketing United is bringing some of the world’s top marketers to Nashville to share their tips, tricks and stories to help inspire you. Each session promises to be informative and exciting, not to mention the venue is steps away from great food and music à la Nashville.

What last year’s attendees said:

10. Advocamp: March 7–9, 2016 (San Francisco, CA)

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If you’ve got customer growth and development on the brain then Advocamp is one of the best marketing conferences for you. Advocamp is the only conference that focuses on customer delight all while providing you with the tools to build a viable business strategy. Not to mention they take the conference’s name seriously and pair attendees into smaller “camp” groups. This is Advocamp’s second year, and it’s sure not to disappoint.

What last year’s attendees said:

11. C2 Montreal: May 24–26, 2016 (Montreal, Canada)

C2 logo Marketing Conference

C2 focuses on creativity and commerce by bringing together some of the most innovative thought leaders across various disciplines. Not only does creativity take center stage, it also makes an appearance after hours. C2 has created some of the most engaging and entertaining networking events all with the help of Quebec’s own Cirque du Soleil. Get exposed to innovation and creativity from all facets of the business world.

What last year’s attendees said:

12. Searchlove: May 3–4, 2016 (Boston, MA) and October 17-18, 2016 (London, UK)

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This two-day event attracts some of the world’s top online marketing talent and covers a variety of topics from search, analytics and paid to content strategy and optimization. With actionable advice, tips and processes, SearchLove is filled with the information you need to push your career forward.

What last year’s attendees said:

13. SXSW Interactive: March 11–15, 2016 (Austin, Texas)

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Considered one of the top marketing events out there, SXSW Interactive has historically been the place to launch your product and boost your career. With a guest list brimming with the who’s who in the industry, this event is usually packed with stars from the digital world as well as Hollywood. It’s also one of the best conferences work on your networking skills. SXSW Interactive puts an emphasis on innovation and the changing digital landscapes. If you’re a startup or looking to launch your product, SXSW Interactive may be the place for you.

What last year’s attendees said:

14. Intelligent Content Conference: March 7–9, 2016 (Las Vegas, NV)

ICC Best Marketing Conference 2016

If you’ve been looking to improve your content strategy skills, ICC is that best marketing conference to help you up your game. With topics covering how to scale content production, reusing and repurposing legacy content and diffusion of content on different platforms, ICC is one of the most on-point content marketing conferences out there.

What last year’s attendees said:

15. Inbound: November 8–11, 2016 (Boston, MA)

Inbound logo 2016

Inbound’s four-day event has over 170 training sessions, five keynotes and lots of entertaining and fun activities at night. Past entertainment has included the likes of Amy Schumer and Janelle Monáe. With 14,000 attendees, the event is a huge opportunity to network and see some of the best professionals in the marketing industry.

Pro tip: Inbound is a huge event with lots of great workshops and speakers happening at the same time. Make a list of the events that you’d like to attend in advance to get the most of out of your experience.

What last year’s attendees said:

16. Search Marketing Summit: May 30–June 3, 2016 (Sydney, Australia)

SMS logo 2016

If you’re living down under or you’ve always wanted to visit, Search Marketing Summit is the number one event of its kind in Australia. This five-day event is packed with advanced workshops that cover topics from mobile, search and email marketing. Search Marketing Summit is a great way to update your skills and advance your knowledge in just a few days.

What last year’s attendees said:

Time to step it up

Attending conferences is important because they push you out of your professional habits and routines and expose you to new technologies, trends and people.

We’ve armed you with the a list of the best digital marketing conferences of 2016 that will provide you with the right tools and knowledge to level up your marketing game. It’s up to you to make the next move.

Your personal growth and that of your agency or company depend on it.

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The 16 Best Digital Marketing Conferences of 2016

Building The New Financial Times Web App (A Case Study)

Update (10.10.2013): Good news: according to recent tests, Flexbox layout isn’t slow any longer. Author’s comments about the performance of Flexbox refer to the original (legacy) flexbox that used display: box;. A head-to-head comparison of old vs. new syntax is available as well. — Ed.
When the mockups for the new Financial Times application hit our desks in mid-2012, we knew we had a real challenge on our hands. Many of us on the team (including me) swore that parts of interface would not be possible in HTML5.

Link – 

Building The New Financial Times Web App (A Case Study)

WordPress Migration: How To Move A Site Without Hassle

Moving WordPress is a task that many people find daunting. The advice on the Codex, while comprehensive, gives you a myriad of options and doesn’t describe the process simply and in one place.
When I had to move a WordPress installation for the first time, I spent hours searching online for information on the various aspects of the process, and eventually wrote myself a checklist — which I still use.

Continued here:  

WordPress Migration: How To Move A Site Without Hassle

Useful JavaScript Libraries and jQuery Plugins

If you have a problem and need a solution for it, chances are high that a JavaScript library or jQuery plugin exists that was created to solve this very problem. Such libraries are always great to have in your bookmarks or in your local folders, especially if you aren’t a big fan of cross-browser debugging.
A JavaScript library isn’t always the best solution: it should never be a single point of failure for any website, and neither should a website rely on JavaScript making the content potentially inaccessible.

Link: 

Useful JavaScript Libraries and jQuery Plugins

Practical JavaScript Libraries and jQuery Plugins

If you have a problem and need a solution for it, chances are high that a JavaScript library or jQuery plugin exists that was created to solve this very problem. Such libraries are always great to have in your bookmarks or in your local folders, especially if you aren’t a big fan of cross-browser debugging.
A JavaScript library isn’t always the best solution: it should never be a single point of failure for any website, and neither should a website rely on JavaScript making the content potentially inaccessible.

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Practical JavaScript Libraries and jQuery Plugins

WordPress Multisite: Practical Functions And Methods

Multisite is a powerful new feature that arrived with the release of WordPress 3.0. It allows website managers to host multiple independent websites with a single installation of WordPress. Although each “website” in a network is independent, there are many ways to share settings, code and content throughout the entire network.
Since the beginning of the year, I’ve been developing themes and plugins for a WordPress Multisite-powered content network. During that time I’ve learned many powerful tips and tricks unique to Multisite.

Link:

WordPress Multisite: Practical Functions And Methods

How To Develop WordPress Locally With MAMP

Local development refers to the process of building a website or Web application from the comfort of a virtual server, and not needing to be connected to the Internet in order to run PHP and MySQL or even to test a contact form. One of the most annoying parts of development, at least for me, is the constant cycle of edit, save, upload and refresh, which, depending on bandwidth and traffic, can turn a menial task into a nightmare.

Link: 

How To Develop WordPress Locally With MAMP

The Heritage Of Berlin Street Art And Graffiti Scene

Art critic Emilie Trice has called Berlin “the graffiti Mecca of the urban art world.” While few people would argue with her, the Berlin street scene is not as radical as her statement suggests. Street art in Berlin is a big industry. It’s not exactly legal, but the city’s title of UNESCO’s City of Design has kept local authorities from doing much to change what observers call the most “bombed” city in Europe.

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The Heritage Of Berlin Street Art And Graffiti Scene