All Posts By

Allie Gellner

The Best Commercials of Super Bowl LIV

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Go ahead and admit it. You watch the Super Bowl as much for the commercials as the game and at Futurety, we don’t blame you. This year’s Super Bowl is expected to draw in 193.8 million viewers from across the world, making it the perfect opportunity to get your brand in front of a very large and very diverse audience. 

Believe it or not, the average cost for a 30-second ad spot in the Super Bowl is estimated to be $5.6 million, a record high, and account for roughly 50 minutes of screen time throughout the duration of the program. 

With such a large investment, it’s important brands use their time wisely and grab the attention of every single viewer glued to their TV. We’ve compiled a list of our favorite advertisements from this year’s showdown between the San Francisco 49ers and the Kansas City Chiefs.  Read More

Google Says Goodbye to Average Position

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“My company needs to be shown first in a Google result”. 

We’ve all heard that from a client before, right? We’ve all tried to explain it might not be the best metric to measure, right? Well, paid specialists, rejoice! Google is saying goodbye to average position, one of the original search metrics. 

Ad position refers to the ordering of the paid search results, but not the location of the paid search results, meaning you might achieve the number one ad position but that doesn’t necessarily mean your ad is showing up at the top of the search engine results page (SERP).

Why the change, Google? 

Although it is valuable to know how your ads show on the search results page, Google doesn’t believe average position is as useful as it once was. 

In place of average position, Google rolled out four new metrics that can provide a clearer view of your prominence on the page.

  1. Top Impression Rate: Percentage of your total impressions that are coming from the top of the SERP (above organic results)
  2. Absolute Top Impression Rate: Percentage of your total impressions that are coming from the very top of the SERP 
  3. Top Impression Share: Rate at which you’re turning opportunities to appear at the top of the SERP into actual impressions at the top of the SERP
  4. Absolute Top Impression Share: Rate at which you’re turning opportunities to appear at the very top of the SERP into actual impressions at the very top of the SERP

What’s next? 

The bottom line is pay-per-click advertising is an evolving advertising channel and will continue to be for years to come. As Google continues to modify and improve its platform, it’s important that digital marketers understand and adapt to the changes. 

If you’re looking for an expert to help you navigate Google advertising and automated bidding strategies, give us a call. We’re always down to help you make the most of your pay-per-click campaigns. 

How to Choose the Right Marketing Automation Tool

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We get questions all the time asking about Marketing Automation tools: Which tools fit with my current tech stack? Is there an all-in-one tool out there for us? Or, which tool fits within our budget? From capabilities to support, to the tool’s ease-of-use and cost, there are several important factors to consider when selecting the right marketing automation tool for your business goals and organization. We’ve provided guidance on several areas you should consider when investing in a marketing automation tool.

  1. Capabilities: Marketing automation tools can range from offering an all-in-one solution that could include a CRM, website tracking, landing page and journey building, attribution, and more. Often times, platforms sell their solution in tiered pricing, which will determine which functionalities are included. We’ve implemented full-service tools, like Hubspot, which includes a built-in CRM, but we’ve also connected an existing CRM (like Salesforce) to a Marketing Automation tool and have the technology work hand-in-hand. Start with evaluating your current tool/software subscription capabilities and pricing, and what holes a Marketing Automation tool will fill.
  2. Integration: It’s important for a Marketing Automation tool to play nicely with your organization’s existing tech set-up. This is a question you will want to ask upfront during the tool demo stage. It’s always nice when an app integration is already available, but when it’s not, it’s common for Marketing Automation tools to have an open API which allows for relatively easy connection from the help of a developer/IT team. From your CRM to CMS to Google Analytics, harmony can be found with your chosen Marketing Automation solution.
  3. Cost: Sometimes it’s easy to want the Ferrari, when a new, reliable Honda Civic will also get you from Point A to Point B. Since ROI is likely top of mind, cost is an integral factor to final tool selection. Enterprise-level solutions, like Salesforce Marketing Cloud or Pardot, will usually run $1,250+/month minimum, which is guided by the contact/lead volume. There are plenty of marketing automation tools, like ActiveCampaign, that are built just for small businesses, which start as low as $150/month.
  4. Support: Depending on your organization’s internal staff capabilities, the level of support available alongside a tool, may be a non-negotiable necessary add-on. Some solutions, like Hubspot (Enterprise), offer a dedicated account strategist to align the tool with your specific business goals. Most of the time, email and/or call support are available depending on the price tiers.

When selecting any new software, it’s important to gather the right stakeholders and spend time thoughtfully considering the potential business impact and what matters most in reaching your business and marketing goals. At Futurety, we specialize in marketing automation tool review, research, implementation and optimization. Have any questions? We’d love to chat! Send us a note today.

Why Links Matter for Your 2019 SEO Strategy

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Looking to increase your organic website traffic in the new year? One of the most important, fundamental strategies you can implement to boost your rank in search listings is link building. It’s so important that even Google has come out and said creating backlinks is one of the most invaluable ranking signals.

In its simplest form, link building for search engine optimization (SEO) means getting websites with authority to link to your content because it’s useful, relevant and credible.

Search engines will be focusing on not only the number of links your site has but even the quality. Before diving into a full link building campaign, you need to understand what exactly makes a good link (or a bad link).

We’ve outlined four things to keep in mind while obtaining new links:

  1. Authority of the site: In general, a link from a well-known online publication like The New York Times, The Wall Street Journal, or NPR will have a greater impact than a local blogger.
  2. Authority of the page: One layer deeper than site authority, is the page authority. Links from authoritative pages pass more authority, or PageRank, to your site.
  3. Relevancy of the site: Not only do you want high-quality links, but you also need to be sure the site you’re receiving a link from is relevant to your own. For example, if you’re a local restaurant, you wouldn’t want a link from a site about mechanical engineering.
  4. Link position on the page: You want your link to be embedded in the body of the website. If the link is buried in the footer or sidebar, the link could mean less in the “eyes” of search engines.

Think you’re ready to launch your own link building campaign or still have a few questions? Let’s link up! Contact Futurety today to learn more about our SEO and digital marketing strategy services.

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