Tag Archives: advertising

From Changing Keyword Match Types to Google Algorithm Updates – Get the Latest in Search Engine Marketing


Finding your audience in search – or more so making it possible for your audience to find you – can be a bit of a moving target. This week we’ve got updates from both the paid (PPC) and organic (SEO) sides of search to keep you on your toes.

Paid Search (PPC)

Wordstream: The Impact of Google’s New Exact-Enough Match Keywords [Data]
If you’ve perfectly honed your keyword targeting and match-type strategy in your PPC account, look out! Google is rolling out changes to its Exact Match keywords and the changes are not exactly what you’d expect.

The Wall Street Journal: More Than Half of Digital Advertising Is Mobile
With 2016 having been the year of mobile, it’s no surprise that mobile advertising represented more than half of the digital advertising spend in the U.S. last year. Much of that was driven by Google and Facebook, but we saw this across the spectrum. How will you adjust your PPC strategy in 2017 to capitalize on this growing mobile trend?

Organic Search (SEO)

Google: Our Latest Quality Improvements for Search
In a world where there are tens of thousands of new web pages launched every minute of every day, many people are trying to game the system, including all those fake news sites out there. See what Google is doing about it with Project Owl.

Search Engine Land: Google Reaffirms 15% of Searches are New, Never Been Searched Before
According to Google, of the trillions of search queries it fields every year, 15 percent of them are brand new. Although this number is down from 20-25 percent in 2007, it’s incredible to think that many people are still finding unique ways to search for what they want. We have no doubt the rise of voice search tools, such as Siri and Alexa, are playing a role in this trend.

Entrepreneur: Why a Possum Is Messing With Your Google Local SEO
Google’s Possum algorithm rolled out last September, but small businesses are still feeling the crunch in local SEO. Jason Parks, founder and CEO of The Media Captain, talks about why this is happening and what you can do about it.

Other News On the Blog:

Thoughts from CenterTable’s 6th SXSWi Denver Download: Panelists traded stories and insights at the 2017 GFM | CenterTable South By Southwest Denver Download. Visit our Facebook page to catch the replay of the Facebook Live event.

Project Highlight:

cocd-seo-featured-e1475012983134Center For Out-Of-Court Divorce | Search Engine Optimization: A new local nonprofit organization, Center For Out-of-Court Divorce, worked with CenterTable to develop its first website and optimize it for search engines. Following launch, the website earned multiple first-page keyword rankings, driving a high volume of engaged, organic website traffic with higher conversion rates and average time spent on site than other acquisition sources.

PR Snafus from the Week that Was — and Social Media’s Response to Them


There’s a social media axiom heavily utilized – some would say over utilized – by those seeking to juxtapose gaffes alongside even bigger gaffes. That term? “Hold my beer.” To say it was used a lot this week might be an understatement. In this week’s editions of Weekly Reads, we take a look at how social media responded to some of the biggest PR snafus from the week that was. 

USA Today: Airlines take to Twitter to exploit United’s misfortune

United Airlines CEO Oscar Munoz has put his foot in his mouth several times in the wake of a video-taped incident that saw a United passenger dragged off a flight. Munoz may also now regret the time he described his competitors in the Persian Gulf as “not real airlines.” At the very least, it seems Emirates and Royal Jordanian airlines haven’t forgotten about that old comment, as both took to Twitter this week to reexamine it alongside some of United’s recent blunders.

NPR: Unforeseen Achilles heel of clever Burger King marketing ploy

Burger King produced an ad in which its spokesperson tells the camera, “OK Google, what is the Whopper burger?” The ad was meant to activate Google Home devices, which would then in turn read off a description of the Whopper burger from Wikipedia. It proved to be a very clever and effective ploy — until someone changed the ingredients in the Whopper on Wikipedia to “chocolate candy, toenail clippings, cyanide, rat and a medium-sized child.”

Huffington Post: Public perception of Pepsi’s Kendall Jenner surprisingly mixed

Pepsi quickly pulled and apologized for an ad featuring Kendall Jenner after critics widely scorned the company for seeming to purport that the offering of a soft drink might quell tensions between police officers and Black Lives Matter protesters. But interestingly enough, an online poll found that 44 percent of those surveyed had a more favorable view of Pepsi after viewing the ad.

Washington Post: News about ‘white is purity’ campaign from Nivea gets buried

In the ad campaign you may have missed amidst the backlash about the three larger companies just mentioned, Nivea tossed up a post on its Middle Eastern Facebook page as part of a deodorant campaign that suggested “White is Purity.” Perhaps as ill-fated as the campaign itself, the company took to social media with the quasi-justification that the Facebook post was somehow less offensive because it was intended for a Middle Eastern audience.

CBS News: Anti-Defamation League seizes opportunity presented by Sean Spicer

Perhaps the most widely publicized gaffe of the week came from White House Press Secretary Sean Spicer. In an attempt to criticize Bashar al-Assad’s chemical weapons attack in Syria, Spicer claimed “not even Hitler used chemical weapons” — a claim that flew in the face of the fact that Hitler used gas chambers during the Holocaust. The Anti-Defamation League used the misstep as an avenue to promote its Holocaust education classes, making a public offer to discount its classes if Spicer should want to enroll.

On the Blog:

Project Highlight:


Tennyson Center for Children | Gratitude Annual Report Design

April is Child Abuse Prevention Month, making it a great time to highlight the design work we’ve done on the annual reports for Tennyson Center for Children, a nonprofit that works wonders with victims of child abuse.

Weekly Reads – Snapchat and Instagram Continue to Battle for Advertisers


The competition between Snapchat and Instagram has been heated since Instagram unveiled its Stories feature in 2016. Since then, the two have been fighting to gain control of not only users, but money generated from advertising. Currently, Snapchat and Instagram Stories both reach about 150 million people a day. With a similar audience size, Snapchat and Instagram have to differentiate themselves to advertisers through their ad capabilities, something that both companies are constantly working to address.

Read more after the jump…

Weekly Reads – Small Brands Can Gain Traction by Targeting Their Perfect Customer

Small brands are discovering that they can grow by targeting the customers that big brands leave behind. By discovering niche audiences that industry giants ignore in advertising, small companies have found a way to thrive while also making their customers feel unique. Meanwhile, Reddit is punishing trolls, Uber is infringing on customer privacy and Netflix finally allows content to be downloaded for offline viewing.

Social Advertising

Entrepreneur: What Small Brands Do That Big Brands Can’t

Small brands are cropping up and taking advantage of customers who feel left behind by big brands. Many of them are using social media to target their unique customer, allowing them to grow intelligently with a fraction of the advertising budget of their larger competitors.

Read more after the jump…

Denver Digital Summit: Creating Great Content

The Denver Digital Summit 2016

The Denver Digital Summit 2016

My colleague Will Holden and I had a chance to attend the Denver Digital Summit last week to listen in on all things digital – trends, strategies, new tools and ongoing tactics. It’s great to see this Denver-based conference thrive and continue to grow each year, and while there was a ton of talk about Snapchat and other emerging technologies there was one constant theme from nearly every session I attended: Tailored user experience (understanding and knowing what your audience wants first and foremost) needs to be the focus needs to be the focus of every campaign.

Read more after the jump…

Psychographics > Demographics, and What That Means for Digital Marketing

Screen Shot 2016-03-31 at 3.00.01 PM

Marketing focused on interests more than demographics will net a much more specific audience

I came across a great Harvard Business Review article this past week outlining how psychographics (customer’s attitudes and interests) are just as important for marketers as demographics. The author outlines a couple of great examples of the differences between demographics and psychographics and why those differences are important for marketers, but more often than not we at GFM find the behaviors and interests of our target audiences to be much more important than their age or location.

Read more after the jump…

Maternal Insights: Social Media Advertising to the New Mom

Having survived the first few months in my new role as a mother of two, I now find myself back in my old role as digital marketer and reflecting on my short time away…

It was 3am. The familiar sounds of a newborn cry had come again all too soon for my sleep-deprived state of mind. I stumbled down the hall in my bare feet and frumpy ol’ bathrobe grumbling to myself about how many more hours of sleep I could hope to get before the sun came up.

As soon as I caught the scent of that sweet baby girl, all was forgiven. With the lights out, we settled into the rocking chair for the third middle-of-the-night feeding that night. As she drifted off into her milk-drunk sleepy state of happiness, I aimlessly scrolled Facebook on my phone.

Read more after the jump…

Social Media Advertising Continues to Grow

If you’ve spent much time on social media in the past few years, you’ve definitely noticed an influx of advertising taking up space on your screen, in the form of boosted posts, promoted content, or pre-roll videos, among others.

Advertising on social media networks topped $15 billion in 2014, and is expected to reach almost $20 billion in 2015. $15.3 billion in 2014 represented a 41 percent increase over 2013, which is astounding growth, but probably not sustainable.

Read more after the jump…

Blurred Lines: The Branded Content Debate

Screen Shot 2014-02-14 at 12.51.23 PMBranded content or native advertising is nothing new: advertorials and infomercials have been around since the beginning of media.

The growth of digital and online media is further expanding branded content: sponsored posts, promoted tweets, fake news sites and search engine marketing are just a few examples. And now big news organizations are cautiously jumping into branded content, still trying to figure out the best way to co-mingle editorial with marketing.

PR Week, in its February issue, covered the topic, comparing Forbes’ position on branded content to BuzzFeed’s. Not surprisingly, Forbes has taken a more conservative approach to separating advertising and editorial, while BuzzFeed maintains that as long as content is properly labeled as advertising, then it’s fine.

Read more after the jump…

Is AM Radio Done?

Screen Shot 2013-09-11 at 8.44.20 PMIf the ‘80s videos killed the FM radio star, today’s digital age may be squeezing the last remaining life out of AM radio. According to a New York Times article “A Quest to Save AM Before It’s Lost in the Static,” just 15 percent of Americans tune in to AM radio. That’s down from 50 percent in the late ‘70s. In 1970, AM accounted for 63 percent of broadcast radio stations, now it’s just 21 percent, or 4,900 stations. FM still has more than 10,00 stations across the country.

The article explains other reasons for AM’s decline – satellite radio, Pandora, Smart Phones – and suggests solutions to save AM radio. Public relations practitioners still turn to AM radio as potential news outlets to gain coverage for companies, products and people, but is anyone listening? If you live in the Denver metro area, plenty of people are listening to AM radio. KOA-AM remains the No. 1 radio station according to Arbitron. Much of the station’s popularity can be attributed to its coverage of the Broncos and Rockies, extensive news and talk format.

Only time will tell what the future holds for AM (and FM radio). Radio stations, like newspapers and TV stations, continue to see declining revenues from advertising as more and more people seek their news and entertainment through other channels.