Truth is the arbiter of reality; a sacred, unbiased, and unwavering lens we view and understand the universe through. At least, truth used to hold this esteemed responsibility. In the digital world, unearthing truth is no longer simple or reliable. Search results, social media, legitimate and illegitimate news organizations, and paid advertising overflow with misinformation  The post Fake News Is a Marketing Feature, Not a Hack: Part 1 appeared
With so many buttons and levers available to you within your programmatic platform, the number of optimizations you can make to improve your campaign performance can be overwhelming. That‘s why it‘s crucial to come up with a game plan beforehand so you don‘t make too many optimizations which, in turn, limit the insights into your  The post Programmatic Campaign Optimization Tips and Tricks appeared first on Portent.
We know that content on your website is important. It should communicate value to your visitors, adhere to Google‘s standards so that it can be crawled, and rank well in the SERP. Your content is the main driving force of conversions and ultimately affects your company‘s bottom line. Is it possible that the readability of  The post Study: The Readability of Your Website is Affecting Your Conversion Rates appeared first on Portent.
So you‘re in the market for a free visualization tool, and you‘ve decided on Google Data Studio. We love GDS, and use it regularly at Portent when reporting on performance to our clients. Here are some things to know and general tips about Google‘s answer to Tableau before you go headlong into creating dashboards for  The post Getting Started with Google Data Studio appeared first on Portent.
Searching online for resources to perform a social media audit will most often produce results that focus heavily on reviewing organic content, engagement, and social listening analysis (I prefer this outline from Hootsuite as a good jumping-off point). Less easy to find are the guidelines for performing a paid social media audit, which is equallyif  The post Getting Started With a Paid Social Media Audit appeared first on Portent.
There are a few options when it comes to buying programmatic advertising. Brands can work in buying platforms directly, pay the platform to build and manage the campaigns, or work with a digital agency. Selecting which option is best for you will depend on a variety of factors, including budget and bandwidth, but partnering with  The post Programmatic Advertising: The Benefits of Partnering With an Agency appeared first on Portent.
The Google Ads sitelink is one of the most powerful ad extensions an advertiser can use; they provide users with more context of what users can expect to see on your website and directly expose related pages of your site on the Search Engine Results Page (SERP). When used effectively as part of your search  The post How to Measure Google Ads Sitelink Performance appeared first on Portent.
Domain Authority (DA) is a proprietary measurement created by a leader in SEO, Moz.com. It measures your site‘s likeliness to rank in the Search Engine Results Pages (SERPs) in comparison to your competitors. When evaluating your DA, it is always important to only compare your Domain Authority with others in your industry or vertical. For  The post How to Improve Domain Authority appeared first on Portent.
It‘s true; PDFs can be crawled, indexed, and even ranked by search engines. However, most PDFs lack crucial information (more on this later) that helps search engines understand what the document is about-and this negatively impacts your position in search results. Additionally, PDFs aren‘t as easily accessible, as they don‘t always allow the user to  The post Why PDFs Are Detrimental to UX and SEO appeared first on Portent.
Executing a productive and cohesive paid media strategy results in two core outcomes that marketers should always be driving towards: 1. A seamless experience for the target audience. Multiple devices. Multiple touchpoints through the buyer‘s journey. An endless variety of platforms, channels, content, and ad units to consume. As ad technology progresses it‘s getting easier  The post Leverage Cross-Channel Paid Media Strategy to Gro