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How to Create and Test Custom Intent Audiences in Google Ads
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/-NegOeBpFKU/how-to-create-and-test-custom-intent-audiences-in-google-ads.htm

I’m willing to bet that you’re here reading this post for one of the following reasons: You don’t know what a custom intent audience is. You know what a custom intent audience is, but you’ve never used them. You know what they are, and you’re looking for new ways to create powerful custom intent audiences […]
The post How to Create and Test Custom Intent Audiences in Google Ads (https://www.portent.com/blog/ppc/how-to-create-and-test-custom-intent-audiences-in-google-ads.htm) appeared first on Portent (https://www.portent.com/).
Google Local Service Ads: Are They Worth It?
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/631tTB6nItU/google-local-service-ads-are-they-worth-it.htm

Small businesses are often at a disadvantage when it comes to advertising in service verticals. They simply do not have pockets deep enough to both hold off big-name brands and continually pay exorbitant click costs for high-volume, highly-competitive keywords. Depending on what service vertical you want to advertise in, you can often expect to pay […]
The post Google Local Service Ads: Are They Worth It? (https://www.portent.com/blog/ppc/google-local-service-ads-are-they-worth-it.htm) appeared first on Portent (https://www.portent.com/).
Custom Reports and Columns You Should Be Using in Facebook Ads Manager
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/BnIu2f9te_8/custom-reports-and-columns-you-should-be-using-in-facebook-ads-manager.htm

We’ve shared the importance of using data from a third-party reporting tool like Google Analytics and a social advertising platform to better understand and evaluate campaign performance. Using the two concurrently means that you can catch and mitigate reporting discrepancies and get a big-picture look at your advertising efforts across all channels. For day-to-day performance […]
The post Custom Reports and Columns You Should Be Using in Facebook Ads Manager (https://www.portent.com/blog/social-media/custom-reports-and-columns-you-should-be-using-in-facebook-ads-manager.htm) appeared first on Portent (https://www.portent.com/).
Big Tests vs. Little Tests: Assessing Risk and Reward
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/NfRo6OdyZAE/big-tests-vs-little-tests-assessing-risk-and-reward.htm

How to know when to bet the house and when to play it safe when you’re formulating CRO test ideas and UX implementations. Conversion Rate Optimization is a fine balance. Big, sexy tests with amazing results are the stuff huge contracts with clients and in-house promotions are made of. To get there, though, you have […]
The post Big Tests vs. Little Tests: Assessing Risk and Reward (https://www.portent.com/blog/analytics/big-tests-vs-little-tests-assessing-risk-and-reward.htm) appeared first on Portent (https://www.portent.com/).
Natural Language Processing Tools for Better SEO
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/byjZMv4KvH0/natural-language-processing-tools-for-better-seo.htm

Natural language processing (NLP) has come a long way over the years, and has always held a sort of air of mystery and hype around it in SEO. Which is too bad, because even though the math and computer science behind it is becoming unimaginably complicated, the motivation is simple. Machines can’t read; they can […]
The post Natural Language Processing Tools for Better SEO (https://www.portent.com/blog/seo/natural-language-processing-tools-for-better-seo.htm) appeared first on Portent (https://www.portent.com/).
3 Ways to Generate New Content by Using What Already Exists
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/rqlX0h33sn4/3-ways-to-generate-new-content-by-using-what-already-exists.htm

Content ideation can seem complicated and time-consuming. It often feels as if everything that could be written about already is. And although this may be true, this should not deter you from creating. In this post, I’ll share ways your current content, user feedback, and competitors can inspire you to create high-quality content that will […]
The post 3 Ways to Generate New Content by Using What Already Exists (https://www.portent.com/blog/internet-marketing/3-ways-to-generate-new-content-by-using-what-already-exists.htm) appeared first on Portent (https://www.portent.com/).
How to Set Up and Test Cross-Domain Tracking In Google Tag Manager
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/WNev8f82G6U/how-to-set-up-and-test-cross-domain-tracking-in-google-tag-manager.htm

Cross-domain tracking stitches a user’s sessions on your site together that would have otherwise been split up into different sessions by root domain. This type of tracking may be necessary on your site if users are ever able to navigate across domains within one session. In this post, we’ll walk through how to identify the […]
The post How to Set Up and Test Cross-Domain Tracking In Google Tag Manager (https://www.portent.com/blog/analytics/how-to-set-up-and-test-cross-domain-tracking-in-google-tag-manager.htm) appeared first on Portent (https://www.portent.com/).
How to Find Pages You Like on Facebook (and Unlike Them)
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/tJzB087IhM8/how-to-find-pages-you-like-on-facebook-and-unlike-them.htm

Updated on June 11, 2020, to include current instructions. Facebook’s search function allows you to search for people, posts, photos, videos, groups, and more, based on your own Facebook activity. This includes the pages you like on Facebook as well. For most of us, there’s nothing to worry about. Declaring you “Like” Grey’s Anatomy is […]
The post How to Find Pages You Like on Facebook (and Unlike Them) (https://www.portent.com/blog/social-media/how-to-find-pages-you-like-on-facebook-and-unlike-them.htm) appeared first on Portent (https://www.portent.com/).
When To Use Facebook’s Campaign Budget Optimization
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/e1ccLaYTfRM/when-to-use-facebooks-campaign-budget-optimization.htm

Before Campaign Budget Optimization (CBO), the only option advertisers had for setting budgets in Facebook was within the ad set level (e.g., audience). And if you were managing multiple campaigns, it could be a long, complicated process to allocate budgets for each audience. Using CBO can simplify the campaign management process by controlling how much […]
The post When To Use Facebook’s Campaign Budget Optimization (https://www.portent.com/blog/social-media/when-to-use-facebooks-campaign-budget-optimization.htm) appeared first on Portent (https://www.portent.com/).
The Digital Marketing Stack: Overview
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/8RzbNy8aUYo/stack-overview.htm

This series was originally written by Ian Lurie in 2015 and updated by Chad Kearns in 2020. The Marketing Stack is how we approach marketing at Portent. It was created by Portent’s founder, Ian Lurie, and continues to guide our approach to building marketing solutions for our agency clients. This five-post series explains the Stack […]
The post The Digital Marketing Stack: Overview (https://www.portent.com/blog/internet-marketing/stack-overview.htm) appeared first on Portent (https://www.portent.com/).
The Digital Marketing Stack: Infrastructure
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/qX-kaJ9Jyv0/stack-infrastructure.htm

This series was originally written by Ian Lurie in 2015 and updated by Chad Kearns in 2020. In Part 1, I talked about the Marketing Stack as a whole. In this post, I’ll walk through the base of the Stack: infrastructure. Part 1: The Digital Marketing Stack Part 2: Infrastructure ← You are herePart 3: […]
The post The Digital Marketing Stack: Infrastructure (https://www.portent.com/blog/internet-marketing/stack-infrastructure.htm) appeared first on Portent (https://www.portent.com/).
The Digital Marketing Stack: Analytics
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/4LWjetxdTtQ/stack-analytics.htm

This series was originally written by Ian Lurie in 2015 and updated by Chad Kearns in 2020. In Part 2, I talked about infrastructure and its place in the Marketing Stack. In this post, I talk about analytics and its role in internet marketing. Part 1: The Digital Marketing StackPart 2: Infrastructure Part 3: Analytics […]
The post The Digital Marketing Stack: Analytics (https://www.portent.com/blog/internet-marketing/stack-analytics.htm) appeared first on Portent (https://www.portent.com/).
The Digital Marketing Stack: Content
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/m90whx3xSqs/stack-content.htm

This series was originally written by Ian Lurie in 2015 and updated by Chad Kearns in 2020. In Part 3, I talked about analytics. In this post, I’ll finally talk about content. This is content, by the way. Part 1: The Digital Marketing StackPart 2: InfrastructurePart 3: Analytics Part 4: Content ← You are herePart […]
The post The Digital Marketing Stack: Content (https://www.portent.com/blog/internet-marketing/stack-content.htm) appeared first on Portent (https://www.portent.com/).
The Digital Marketing Stack: Channels
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/5xaR5YynKe8/stack-channels.htm

This series was originally written by Ian Lurie in 2015 and updated by Chad Kearns in 2020. This is the very last post in the Digital Marketing Stack series! Part 1: The Digital Marketing StackPart 2: InfrastructurePart 3: AnalyticsPart 4: Content Part 5: The Channels – Paid, Earned and Owned ← You are here The […]
The post The Digital Marketing Stack: Channels (https://www.portent.com/blog/internet-marketing/stack-channels.htm) appeared first on Portent (https://www.portent.com/).
Why Your Brand Standards Should Include a Contrast Guide
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/H01WphRZSjU/why-your-brand-standards-should-include-a-contrast-guide.htm

We, the people who work at Portent, have been pushing our clients to pay close attention to accessibility concerns. We know access affects their performance and their public image. For us, most clients show up with a recipe for public image: their brand guidelines. When working with clients on accessibility concerns, these brand guidelines can […]
The post Why Your Brand Standards Should Include a Contrast Guide (https://www.portent.com/blog/design-dev/why-your-brand-standards-should-include-a-contrast-guide.htm) appeared first on Portent (https://www.portent.com/).
How to Write a Great Title Tag, and Why They Are Important
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/K7HV6589uYk/how-to-write-a-great-title-tag-and-why-they-are-important.htm

You have probably heard the phrase “don’t judge a book by its cover.” Yet, 48% of people report that a cover plays a major role when choosing a book to buy. Although there’s more than meets the eye, a cover is a quick way for users to scan through books to make a selection. When […]
The post How to Write a Great Title Tag, and Why They Are Important (https://www.portent.com/blog/seo/how-to-write-a-great-title-tag-and-why-they-are-important.htm) appeared first on Portent (https://www.portent.com/).
Best Practices of a Successful Content Manager
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/0fjxcSJ-Blo/best-practices-of-a-successful-content-manager.htm

Every marketer understands the crucial role high-quality content plays in their marketing strategy. Whether it’s a product description, web page, blog post, or some other form, content is what attracts your audience, helps build trust in your brand, and ultimately elicits an emotional response that leads to a conversion. With such a high demand for […]
The post Best Practices of a Successful Content Manager (https://www.portent.com/blog/internet-marketing/best-practices-of-a-successful-content-manager.htm) appeared first on Portent (https://www.portent.com/).
How to Use BigQuery in Your Digital Marketing Workflow
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/uOIvLdOrNfE/how-to-use-bigquery-in-your-digital-marketing-workflow.htm

Bringing big data into your life as a marketer in small doses. “Big data” analysis and the insights that come from it can seem untouchable to all but the largest organizations with extensive teams of analysts and data scientists. But there are many ways marketers with some basic understanding of SQL and smaller teams can […]
The post How to Use BigQuery in Your Digital Marketing Workflow (https://www.portent.com/blog/analytics/how-to-use-bigquery-in-your-digital-marketing-workflow.htm) appeared first on Portent (https://www.portent.com/).
The Top 5 Digital Services You Didn’t Know You Need (But Every Business Should Have)
http://feedproxy.google.com/~r/conversationmarketing/MRJI/~3/ERH3sNLlGAY/the-top-digital-services-you-didnt-know-you-need-but-every-business-should-have.htm

I’ve thought a lot recently about what it means to have a truly comprehensive, integrated digital marketing strategy. Does it mean investing in a few powerful channels and ignoring the rest? Does it mean investing in all channels equally, regardless of your industry, and how your customers consume information? Of course not. It means having […]
The post The Top 5 Digital Services You Didn’t Know You Need (But Every Business Should Have) (https://www.portent.com/blog/internet-marketing/the-top-digital-services-you-didnt-know-you-need-but-every-business-should-have.htm) appeared first on Portent (https://www.portent.com/).