This week's hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

How to Manage a Social Media Crisis & Design a Communications Plan

As a marketer, you can never fully control what your customers say about your brand in the digital space; however, preparing yourself for a social media crisis will ensure you are not caught off guard. Here are some points to focus on while designing a crisis communications plan.

• Social Video Disasters: How Politicians Can Change ... Read more...

What does a customer get, of a Landing Page? He/she clicks the ads to come into the Landing Page (LP) to get what they want or what they're looking for. So as advertisers, it's our duty to keep them interested in our LPs.

What this Landing Page is all about?

In online advertising a lead capture page (a landing page) is the page that appears when a potential customer clicks on a PPC ad. The page will display content which is an extension of the PPC ad. The landing page can be customized in PPC campaigns to measure the effectiveness of different ads.

Let's see few interesting optimization points that's required in any landing page to ... Read more...

Quality Score is based on the relevance to users search query and user experience in your website or landing page. As per Google bid price policy, the higher your quality score is, the lower you pay for your clicks and the higher you can get in position in PPC ads. Below are the ways to improve the quality score

• Increase your click-through rates. Always try testing your ads to improve click through rates. Always keep the ad settings to rotate while you are testing ads. This will allow the search engines not to show well-performing ad over the other, but instead they ... Read more...

The elements of a landing page (LP) help reenergize and improve a landing page’s performance. 1. Ad-LP relevance I discussed this in my last blog under “continuity.” How relevant is your ad’s messaging to your Landing Page? When you have different keywords with lots of ads running, but direct traffic to just a few landing pages, then the relevance to your ad and LP isn’t very good. For example, someone who clicks on a mobile accessories ad is directed to a generic mobile phone page, which is not closely related to the ad. The Ad-LP relevance needs to be more focused and specific. 2. Design How does your landing page look? When a visitor clicks on your text ad, he or she will reach ... Read more...