Red Bull boss Christian Horner is confident his team did not break Formula One’s budget cap last year.
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When you think of pickleball, 27-year-old Catherine Parenteau is probably not the image that comes to mind. But the No. 2-ranked pro player is an agile speed demon on the court — and representative of the sport’s meteoric rise around the country.
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You’ve probably all done it: launched an ad campaign only to find it didn’t quite hit the spot. Perhaps you didn’t quite reach the audience you wanted to, and the ads didn’t convert the way you hoped.
It’s a waste of time and money, isn’t it? So wouldn’t it be good if there was a simple tool that could help you forecast your ad campaigns before putting them out there?
Well, there is.
It’s called the Twitter Campaign Planner, and it could make all the difference to your success if you want to grow your business with Twitter.
How does the Twitter campaign planner work? Read on, because I will talk you through it and explain what it could do for your marketing plans.
Twitter’s campaign planner lets you forecast your advertising results before going live with your ads by using a set of estimation tools.
You can use Twitter’s campaign planner to estimate:
It also takes into consideration your:
It’s not open to everyone, though.
Currently, Twitter is only offering it to managed partners (official companies that Twitter partners with), and it’s available only in the United States, United Kingdom, and Japan. However, it does have expansion plans.
With this said, although the campaign planner isn’t widely available yet, by finding out more about it now, you can understand other users’ experiences and the potential this could have for testing your own ads.
As I’ve mentioned, the new feature could be a game changer for advertisers who want to test campaigns before launching live.
As Jon Morgenstern, Senior Vice President and Head of Investment, VaynerMedia, who has trialed the planner, said:
‘With Campaign Planner, our teams are better able to forecast campaign performance outcomes prior to going live, helping ensure our Twitter activations are set up for measurable success out of the gate…’
Want to test it out for yourself?
To try it, you can find the Twitter campaign planner under your Twitter account.
Here, you enter the details of your campaign, such as:
You then get a forecast predicting:
As pictured below, you can also set up a draft campaign.
It depends on several factors, including the stage of your business. However, you should also consider that the results are merely estimates, and you won’t necessarily see the predicted results.
That aside, here are a few scenarios that might make this new tool a good fit for you:
If it works, you keep spending on those areas. If it doesn’t, you would go back to the Twitter campaign planner and try a different strategy.
However, because this Twitter tool is still in the early stages of rollout and isn’t available to vast numbers of advertisers, it’s probably a good idea to watch and wait. See how others are using the tool, what it’s doing for their success rates, and learn from case studies.
As the campaign planner reaches a wider audience and is more accessible, then you can start to get a better idea of how it could work for you and ways to apply it.
Are you ready to get started with Twitter’s campaign planner? It’s simple. All you’ve got to do is follow these step-by-step instructions.
Go to the campaigns drop-down menu in the left-hand corner and find the ‘Campaign planner’ option.
When you look at the plan forecast, you can:
Perhaps you’re an e-commerce company specializing in bridal flowers and want an efficient way to run campaigns. Trialing ads with Twitter’s campaign planner could be just what you’re looking for.
Here are some potential ways you could use it.
However, as I stressed in the last section, you don’t need to start making decisions about using the campaign planner yet. Learn all you can from others’ success, and when the tool becomes available to you, use their experiences as a guide.
The Twitter campaign planner allows you to test your advertising campaigns before launching them live. It forecasts the likely results, and you can test core areas, including impressions and reach. Twitter released the tool in late 2021 to a limited audience and it plans a wider release at some point.
You can edit the campaign while it’s in draft.
The Twitter Campaign Planner has a minimum budget of $1,000 or the equivalent in the marketer’s chosen currency.
The minimum length is three days.
Even if marketers have an ample budget, they don’t want to waste their time or money on ineffective ads that don’t grow their business.
However, unless you’re familiar with Twitter ads and how to run them, there’s always a chance your ads will fall flat.
The Twitter campaign planner hopes to change all that by giving advertisers a prediction of the possible results.
With a better idea of what to expect, marketers can launch their ads confidently or tweak them and try again.
Although the Twitter campaign planner isn’t open to everyone at the moment, you’ve got plenty of opportunities to learn from others and how it works for them.
Would you use the Twitter campaign planner?
“Which is better, SEO vs PPC?”
If there’s one question I get asked more than any other, this is it.
Everyone wants to know who wins in the battle and where they should spend their marketing dollars. And everyone hates when I tell them there isn’t an easy answer.
Like everything else, it depends.
Neither SEO nor PPC is fundamentally better than the other. As you’ll discover in this article, each tactic has its own set of advantages and disadvantages.
What is almost always true is that SEO and PPC work better together. Don’t believe me? I’ll prove it. In this article, I will:
Ready? Then let’s look at my favorite digital marketing strategy first.
If you need a search engine optimization primer, read my guide to SEO before going any further. If you don’t, you should already have a pretty solid understanding of how ranking on a search engine’s result pages can generate awesome traffic that grows your business.
Almost any business can benefit from the free traffic that search engines like Google send their way, but that’s not to say SEO should definitely be the be-all-end-all when it comes to marketing strategies. As you’ll read below, while there are plenty of benefits of SEO, there are also a couple of drawbacks to be aware of.
It’s cost-effective. SEO can be one of the cheapest forms of marketing and an incredibly cost-effective way of growing your brand. You don’t have to pay to receive organic traffic, and you can do much of the work yourself. But even using an SEO agency is much more cost-effective than PPC.
It delivers long-term results. If you do SEO correctly, your efforts can pay dividends for years to come. Not only will you avoid Google penalties, but SEO also has a habit of compounding. The top pages get more backlinks by virtue of being the top-ranked pages on Google. In turn, that makes them even more likely to continue ranking high in the future.
It targets every part of your funnel. Consumers are using Google at every stage of the buyer’s journey. That makes SEO one of the few digital marketing strategies to target every part of the sales funnel. Use SEO to engage customers early in their journey, and you should be able to significantly decrease acquisition costs.
Great brand awareness and trust. The more you appear on Google, the more consumers will trust your brand. And unlike PPC, you don’t have to spend a fortune to dominate the search results. With a focus on content marketing, you can become the go-to resource for your industry, appearing for every relevant keyword and positioning your brand as the trusted authority.
It takes time. Your SEO efforts aren’t going to drive instant results. It can take between six months and a year to see significant traction. As you can see from the graph below from content marketing agency Grow & Convert, there is a direct correlation between the length of engagement and the number of first-page rankings. Results can occur faster, but SEO may not be your best bet if you need to drive traffic now. That doesn’t mean you should avoid it, however. The sooner you start with SEO, the quicker you’ll see the kind of long-term results I described above.
You need to keep investing. While you can stop all SEO efforts and continue to see excellent results, I wouldn’t recommend it. In order to keep competing with the top brands, you’ll need to continue to publish new content, update existing articles and stay on top of the latest advice from Google.
You must be precise. You can’t half-heartedly work on SEO. Because Google and other search engines are constantly updating their algorithms and penalizing sites that use black and gray hat optimization techniques, you need to do SEO the right way. Trying to cheat the system and get quick wins will only see you end up with a penalty. And once you get penalized by Google, it’s far from easy to recover.
It requires a high level of skill. While anyone can do the work of an SEO in theory, being successful is another thing entirely. Not only is there a lot to know because of the complex nature of Google’s algorithm, but the work can be incredibly time-consuming. So even if you follow my advice, you may not necessarily have the resources to create content, optimize your on-page elements and build links. That’s why most people will look to hire an SEO consultant or an SEO agency, instead of doing the work themselves.
PPC stands for Pay Per Click Marketing. It is the practice of using paid advertising on search engines like Google and Bing to drive targeted traffic to your website. If you need more information on the basics of PPC, check out my overview of PPC before reading on.
As you can see from the screenshot above, PPC gives you the opportunity to appear at the very top of search engines. I’ll show you below just how powerful that can be. But don’t think that kind of placement comes for free. Among the biggest cons of PPC is the price you have to pay.
Let’s dig into those pros and cons further.
It delivers instant results. PPC is possibly the only digital marketing strategy where you can see results the same day you launch a campaign. The same certainly can’t be said for SEO. Of course, you’ll need to pay a lot to achieve fast results, and you’ll still need to create a great landing page, but it’s certainly possible to see a return on your investment within a week. You can scale results quickly, too. If your ads and landing pages convert, then acquiring more visitors is usually just a case of spending more money on ads.
It offers exceptional visibility. PPC ads are the first thing users see on desktop and mobile searches. Better yet, Google now makes it far less obvious that the top results are paid ads. In some cases, there can be as many as four paid ad spots before the organic results, as well as shopping ads. PPC ads also let you highlight key business information like your phone number and site links in a way that SEO doesn’t.
You get high-intent clicks. Most of the users clicking on your PPC ads will be close to making a purchase. That’s because most PPC ads only target high-intent commercial keywords. As a result, conversation rates are much higher for PPC than SEO. It also means it’s much easier to track to what extent PPC ads drive revenue.
Great data. You will generate a serious amount of data when you run a PPC campaign. You’ll see which ads work, which keywords drive the most traffic, and which landing pages convert best. That makes it easy to optimize your campaigns to increase return on ad spend while decreasing costs. It will also give you data you can use to improve your SEO and other digital marketing campaigns.
You have to pay to play. Unlike SEO, which can drive traffic for little to no money, you will need to have a pretty significant marketing budget to see results with PPC marketing. When we talk about industry-specific cost-per-click, it gets even higher, especially when talking about the legal and medical worlds. That’s fine as long as your ads are good, your landing pages convert, and you see a return on your ad spend. But that’s not always the case. Often, you can blow through hundreds or even thousands of dollars before achieving a positive ROI. As you can see, PPC cost per clicks can get pretty expensive.
Constant investment is required. Not only do you need to pay to play, but you also need to keep spending money to drive results. Your traffic and sales stop the moment you turn ads off. That makes it all too easy to become reliant on PPC. It is essential to balance your efforts with SEO and other digital marketing strategies.
There’s a learning curve. While it may seem easy to create an ad and put together a budget, optimizing your PPC campaign takes a lot of skill and knowledge. For one, Google and Bing’s platforms can be tricky for beginner marketers to get their heads around. But you also need to understand how optimizing your bids works, what negative keywords to add, and how to best optimize your landing page. None of these things are simple without the help of a PPC agency.
PPC ads can get stale. You need to constantly refresh your ads to keep them engaging. Any form of paid advertising, PPC or otherwise, can suffer when users become ad-blind. That’s when users notice they are reading an ad and scroll past it without engaging. That means PPC campaigns require more than just an ongoing budget. You need to commit to testing out new ads and landing pages if you want to continue driving sales.
In reality, you shouldn’t be choosing between SEO and PPC. You should do both. PPC is great for achieving quick wins and driving high-intent traffic. SEO is a long-term game, but it should be a much more effective strategy after a year or two. You can rank for dozens of keywords with a single article, unlike PPC, where you can only target one.
What’s more, SEO and PPC are even more effective when you combine them together. Just check out the three strategies below for proof.
You always want to appear at the top of the SERPs for your branded terms, right? Unfortunately, this isn’t always possible without combining SEO and PPC. Because companies will often create paid ads for their competitors’ branded keywords, you need to be creating PPC ads for your brand terms, too.
In doing so, you’ll own the first page for your terms and significantly boost brand awareness.
Don’t worry; you won’t have to spend a fortune on these ads. Because your landing page will be highly relevant to the search term, the cost of your ad appearing in the first paid ad position will be significantly less than what it will cost your competitors.
Run a PPC campaign for long enough, and you’ll soon find one or more expensive PPC ads that get a reasonable amount of clicks but almost no conversions. These keywords are a colossal waste of money.
This usually happens when these keywords lack commercial intent or target users at the start of the buyer’s journey.
That doesn’t mean it’s a bad keyword, though. Instead of giving up on it completely, use SEO to target it with an article instead. In doing so, you can introduce your brand to consumers earlier in the buyer’s journey and get the chance to grab their email address with a lead magnet. And because the data shows users click on your ad, you know they will probably click on an organic search result with the same angle, too.
One final way to integrate SEO and PPC is to match your PPC ads to the SEO results. When you start doing both SEO and PPC, you’ll notice that a lot of the time, PPC ads don’t align with organic results.
This is particularly common on non-transactional comparison queries that occur in the middle of the buyer’s journey. Customers aren’t looking to buy at this point. They are looking for the best solution.
While the organic search results are filled with comparison posts, many PPC ads will only focus on one product. Search for “best CRM” and you’ll see a great example of this. The ads are all focused on single products, but the top organic result is a comparison post.
Here’s how you can win big in these cases. Rather than match your PPC ads to existing ads, match your ad to the searcher’s intent.
Instead of creating an ad solely focused on your product, create an ad and landing page that compares the best products in your industry. In doing so, users will be much more likely to click on your ad.
PPC ads appear at the top of search engines ahead of SEO results. Paid ads are ranked depending on relevance, budget, and landing page quality. SEO results are ranked on over 200 factors.
You can use PPC ads to discover untapped and valuable keywords. PPC also supports your SEO efforts and helps you own the first page of results.
Neither PPC nor SEO is better than the other. They each have their own advantages and disadvantages. That being said, they always work best when used together.
The biggest difference between SEO and PPC is the cost. Traffic from SEO is free, while you need to pay to have a PPC ad appear in search engines.
You can use both SEO and PPC to grow your business. SEO will take time, but it is an incredibly cost-effective strategy in the long run. PPC will give you the customers you need now, even if you have to pay for the results.
That’s why I always recommend marketers don’t choose between them. Do both, and make sure you are using both strategies together to drive even more conversions.
Get started with SEO and PPC today by diving into keyword research before creating your first PPC campaign and an SEO strategy.
Which marketing strategy are you most excited about? Do you prioritize one over the other?
Marilyn Monroe historian Scott Fortner is one of many who are slamming Netflix’s controversial Marilyn Monroe film.
The NC-17 flick, an adaption of Joyce Carol Oates’ 2000 novel, is a fictionalized take on the real-life actress and the struggle she endured during her brief life. The drama, directed by Andrew Dominik, stars Ana de Armas as Monroe. “Blonde” became available for streaming on Sept. 28.
While the film got a rapturous reception at the Venice Film Festival, it has been largely panned by both film critics and Monroe fans since its release. Many have said it exploits Monroe, who passed away in 1962 at age 36.
“As a Marilyn Monroe historian, it’s very disappointing that author Joyce Carol Oates and director Andrew Dominik have gone to such great lengths to victimize Hollywood’s most famous and beloved icon,” Fortner told Fox News Digital.
“’Blonde’ is a fairytale that straddles a very thin line between actual events in Marilyn Monroe’s life and the false narrative Oates fabricated for her novel,” he said. “In this film, Andrew Dominik has gone even further with graphic, grotesque and disturbing adaptations of the chapters in the book. It is the definition of exploitation. And worse, it is the assassination of a woman who isn’t even here to defend herself and clarify definitively what’s true and what’s false.”
Fortner is considered an authority on Monroe and assists major auction companies in authenticating and verifying memorabilia. He owns the world’s largest private collection of Monroe’s personal possessions, which he shares on both his website and social media. Most recently, he is launching a podcast titled, “All Things Marilyn,” which will aim to explore Monroe’s career and legacy based on conversations with notable experts.
“Above all else, viewers must note that ‘Blonde’ was not a biography about Marilyn Monroe nor is this Netflix film a biopic,” he said. “Nearly every scene in the film portrays a mistruth or fabricated event. It does not tell the true story of Marilyn Monroe.”
Fortner has also taken to his website to publish an in-depth review after watching “Blonde.” In it, he criticized the film’s numerous inaccuracies on Monroe’s life, which he said are presented as fact.
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Like Fortner, Emily Ratajkowski took to social media to share her feelings about “Blonde.” The model, 31, admitted that she has yet to see the film. However, the conversations surrounding it have compelled her to speak out.
“I’m not surprised to hear it’s yet another movie fetishizing female pain even in death,” said Ratajkowski. “We do that in many, many different ways, but I want that to change.”
Ratajkowski compared Monroe’s treatment by the media to other modern-day stars who have suffered in the public eye.
“Look at Amy Winehouse, look at Britney Spears, look at the way we obsess over [Princess] Diana’s death,” she shared.
Adrien Brody, who starred in “Blonde,” defended the project, insisting it was “supposed to be a traumatic experience.” The Oscar winner told the Hollywood Reporter that both the film and the book that it was inspired by are “rife with themes of exploitation and trauma” because “Marilyn’s life, unfortunately, was full of that.”
“I think that since [the film is] told in this first-person perspective, it works somehow for the film to be a traumatic experience because you’re inside of her — her journey and her longings and her isolation — amidst all of this adulation,” said the 49-year-old. “It’s brave, and it takes a while to digest. And I think it’s in conflict with what the public’s perception of her life is.”
Monroe’s official Instagram page has dedicated its most recent posts to her accomplishments as a star.
“Throughout Marilyn’s life, she never stopped aiming to better herself and her career,” one post read. “She studied under many coaches and was always eager to develop her talent.”
ANA DE ARMAS NC-17 MARILYN MONROE MOVIE ‘BLONDE’ WILL LIKELY ‘OFFEND EVERYONE’: DIRECTOR
“Marilyn dedicated her life to acting,” revealed another. “Once she got into the movie business, she got acting lessons and advice to help her succeed.”
Dominik, who has read many of the reviews, said that “Blonde” is supposed to be “a horror film.”
In his post, Fortner noted that the grotesque inaccuracies of “Blonde” make it a true horror show even for those unfamiliar with Monroe’s journey beyond the big screen. Rather than exploring a complex life that included both triumphs and tragedies, it only created a poor caricature of a star mocked decades after her death.
“In a 1960 interview with journalist Georges Belmont, Marilyn said, ‘The true things rarely get into circulation. It’s usually the false things.’” Fortner pointed out. “’Blonde’ is utterly atrocious, misogynistic and a fail in every sense of the word. My only hope is that it is perceived by viewers as so incredibly ridiculous, salacious and horrifying that the general public will switch it off and assume it couldn’t possibly be an accurate representation of the most famous blonde of all time.”
“We should all take comfort in knowing Marilyn Monroe is not here to witness this,” he added.
What You Need To Know About Business Loans
A company finance is a method to aid obtain your service began or to assist it along to establish as well as expand. Numerous local business owner look for a service finance at one factor or one more. Fortunately there are several organization financing choices to assist them.
If the organization has actually developed debt, when it comes to a service lending the primary point to think about is. If business is rather brand-new or brand-new, it is unfortunate that business has any type of credit history of its very own as well as a result business proprietors credit score will certainly be made use of to figure out the merit for a funding.
Developed organizations might have their very own credit line different from business proprietor. The company proprietor need to attempt to develop the company debt different kind their very own credit rating as this will certainly be useful down the roadway if at all feasible.
The sort of service lending truly relies on the credit report score as well as the demand. One prominent car loan is the SBA company funding. This finance originates from a routine lending institution yet is backed by the Small Business Administration.
Business realty fundings resemble a domestic realty funding. There are additionally unique launch finances to aid an organization get going, which offer even more possibility for services that regular lending institutions view as high danger.
Organizations have some added choices over a private attempting to obtain a lending. A company car loan can be safeguarded with receivables. The receivables can be made use of to protect the car loan.
They might additionally have the ability to obtain a seller account cash loan. This is a finance on what business common gets via charge card sales. The debt business expands a finance for the quantity of the ordinary credit report sales business generally has.
Furthermore, if business requires a car loan to get materials or various other goods for business they might have the ability to obtain a line of credit history with a supplier.
As a last option, if a company credit score is not developed different kind individual credit report of the proprietor, business proprietor can obtain a house equity credit line with their residence mortgage to cover the lending quantity they require.
This, nevertheless, must be a last resource. Services that are launching without credit scores of their very own are taken into consideration really high threat. A local business owner ought to comprehend totally what they are running the risk of prior to placing their house in risk.
Service car loans are typically provided a great deal of factor to consider. Since in the United States there is a whole lot of support for individuals attempting to preserve a service or begin, that is. The objective is to permit individuals to follow their desires and also make it as simple as feasible for these organizations to be successful.
A service car loan is a means to aid obtain your service began or to aid it along to create and also expand. Numerous company proprietors look for out a company financing at one factor or an additional. The kind of service car loan truly depends upon the credit history score and also the requirement. One preferred lending is the SBA service car loan. The credit scores business expands a financing for the quantity of the ordinary credit report sales the company typically has.