Jul 27, 20173 min read

Marketing Day: SnapChat ads, SEO projects & Evidon

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

How to test (and perfect) nearly everything in PPC Jul 27, 2017 by Andreas Reiffen

Columnist Andreas Reiffen adapts his talk from SMX London 2017 into a handy “how-to” for search marketers looking to improve ad performance through testing.

3 reasons SEO belongs at the beginning of a project, not the end Jul 27, 2017 by Nate Dame

Search engine optimization (SEO) can sometimes be treated as an afterthought, but columnist Nate Dame outlines how keyword research can be instrumental in planning and developing an effective content calendar.

Urge to splurge on predictive? Before you risk buyers’ remorse, apply pragmatic thinking to drive real value, now Jul 27, 2017 by John Steinert

Before you get caught up in the shiny new thing with all the bells and whistles, contributor John Steinert urges you to consider more accessible approaches. They may not be as trendy, but they’ll perform just as well.

MarTech Recruiter Erica Seidel & Healthgrades SVP Jay Wilson discuss recruiting the right martech role Jul 27, 2017 by Amy Gesenhues

“Inside the Search for the Martech Unicorn” will take attendees through the process Healthgrades used to recruit its new Director of Marketing Technology.

Five things retailers must do this summer to prepare for holiday shopping Jul 27, 2017 by Tom Mucklow

The summer months are often a slow time for retailers — which is why it’s the best time to prepare for the busy holiday season. Columnist Tom Mucklow discusses how retailers can use this time to get started on their holiday planning.

5 ways companies can improve their mobile user experience Jul 27, 2017 by Aaron Strout

Columnist Aaron Strout outlines five easy ways businesses can take advantage of existing technology/functionality to improve the customer experience on mobile.

Snapchat’s ad biz has matured but is still a shiny new object for advertisers Jul 27, 2017 by Tim Peterson

Snapchat’s ad business has matured since the start of 2016, but it has not yet proven itself as a must-buy for most marketers.

Evidon launches ‘first commercial-grade’ GDPR solution Jul 27, 2017 by Barry Levine

Replacing its previous compliance platform for the EU Cookie Law, the new version offers single-click or drill-down consents for users of sites and apps.