Digital Marketing

Digital Marketing

Find the latest information about Digital Marketing, Web Site design and development, Search Engine Marketing, and Social Media from Bob Peterson, a WSI Consultant in Edmond, Oklahoma.

Adaptable Digital Marketing Wins New Business

Bob Peterson - Saturday, December 19, 2015

Adaptable_digital_marketingThe world of digital marketing moves quickly and you need to move with it. That’s not to say you have to embrace and introduce every new thing that comes over the horizon, but you do need to be aware of what’s there and whether it could be of benefit. Your ability to adapt to new challenges, circumstances and technologies is key to increasing your customer base and improving brand loyalty. Here are four essential steps to make sure your digital marketing strategy is ready to make the most of new and expanding online opportunities.

1. Be Ready with Responsive Web Design Time spent browsing on smartphones, tablets and game consoles continues to rise. If you want to keep up with your mobile customers your website must be fully responsive and able to adapt to any screen size. You need to get your message out with maximum clarity whatever device your potential customer is using. An unresponsive website is likely to give a poor user experience and ultimately will result in lost revenue.

2. Prepare for Success with a Social CRMMany businesses are now wise to the impact that social media can have on their marketing efforts. Social CRM systems help you manage your social media far more efficiently. In addition to managing your posts and updates across multiple platforms, they enable social listening; real time listening to what people are saying about you and your brand, or even your competitors. This will allow you to adapt your marketing and advertising strategy based on what those people are saying.

  

3. Become an Adaptive Content MarketerAs well as giving helpful information, your content is your way of showcasing your expertise, so your website should include an engaging blog. Regular, relevant content is essential for engaging your audience. A blog will enable you to use your valuable insights into customer behaviour to publish regular content which will engage your audience across the appropriate social platforms.

4. Review and Improve Using Data and Analytics Digital marketing is the most measurable form of marketing. Regular reviews of the analytics data from your web properties will allow you to identify challenges, shortcomings or potential areas of growth. Eliminate the need for guesswork and identify what methods are working well and what needs improvement. Use the data to inform your marketing decisions and decide on the next steps. There are a myriad of tools out there that can help with your digital marketing efforts. Some have both free and paid versions, like Hootsuite. Others are solely paid for services. There will be something to suit every budget, you just need to find the one that fits and is right for your business. These tools can help provide the direction you need to adapt and improve your online marketing, allowing you to win new clients, and increase repeat business.

LinkedIn ebook CTA

 

Grow With Digital | Paid Search Expert Advice

Bob Peterson - Saturday, December 19, 2015
Grow With Digital Paid Search PPC We recently interviewed Jack Porter-Smith of WSI Paid Search, a PPC expert and Google Top Ten Contributor as part of our 'Grow With Digital' series. Here are a few of the insights that came out of the interview. Paid Search is so much more than traditional text ads. Pay Per Click (PPC) encompasses Retargeting, Display Marketing, eCommerce/Google Shopping and Social Display Marketing.   At our recent Digital Summit Jack was asked about "what's the Slam Dunk for eCommerce Companies?"


Each of the above Paid Search techniques come with their own advantages and their own pain points. It's important to understand these before you launch into trying to use them. Google is very good at getting you to spend money. It's very easy to spend a lot of money and not get the kind of results you want, this is because although it's easy to start placing ads it's entirely another thing to run ads providing the best ROI possible. The first thing you must consider is what you are doing at the strategic level. It can be tempting to dive in at the deep end and start playing around with all of the functions of the various ad platforms available to you. Getting involved with the Tactical before you think about the Strategic is a sure fire way to cause yourself long term problems. Assuming you're already running PPC campaigns the first thing you have to ask yourself is if you're having success with them? If you can't answer that question easily then you have fallen into one of the most common pitfalls of PPC campaigns. Without proper measurement, tracking and proving of ROI how can you know what is working and what isn't? There are dozens of metrics you should be tracking when it comes to your Paid Search efforts, from Cost Per Click through to On-Site Interaction. Once you find out what is working, do more of it!

Retargeting is an area of Display Advertising that has been growing rapidly from 2009 through to today. A Retargeted Ad is especially useful because it only displays to a customer that has previously shown an interest in your product or service. The technology behind Retargeting is getting smarter every day with 'smart' options being the norm as opposed to single static ads that just follow users around the web. Assuming a good conversion rate of 10% of the people that click your original ad, that means the other 90% of the potential customers haven't purchased your product. For a fraction of the price of the original ad you can now target ads at this qualified customer and gouge into that 90% and hopefully convert a good deal more customers over time. Very few customers will commit to a purchase on their first visit to a site. Retargeting allows a second, third and fourth bite at the cherry.

With all this in mind I asked Jack why so many people seem to have trouble with their PPC and are reluctant to engage with the full variety of Paid Search options that are on offer. It turns out the wealth of information, feedback and options is overwhelming for most. It's possible to manage it all yourself, but not without devoting nearly all of your time to it. Even then chances are you're not going to be able to do it as well as someone who does it for a living. Jack made an interesting analogy. Suppose you have to travel 1000 miles and at the end of that 1000 miles there is some kind of reward. The only vehicle available to you is a helicopter and you don't know how to fly it, but there is a pilot there who does. He says he'll fly you the 1000 miles in a day and he'll only ask 20% of the reward. You could try to walk the 1000 miles, but that would take weeks, you might get the whole reward but who knows what might happen on the way? Is the reward even worth weeks of walking? If you try to fly the helicopter yourself it's doubtful you'll even get it off the ground and when you do there's a good chance you'll crash! Many people object to management fee's when it comes to outsourcing their Paid Search activity. The fact is that if you take 20% of your budget and use it to have the remaining 80% properly managed by professionals you will get far better returns than if you plowed all 100% of your budget into ads yourself.

Professionals like Jack dedicate all their time to Paid Search, they know every piece of software to use, how to test and what new innovations are game changers and what new innovations are going to fail. PPC can be done in-house but it takes a long time to get results if you're trying to learn along the way. PPC should be giving you instant results, if it's not it means you're using the tool in the wrong way. Whilst you can let people in the office slowly build your SEO and create your new content these are long term strategies. If SEO is your marathon then PPC is the sprint, stumbling through a sprint is not advised!

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Google Shopping - Boost Your eCommerce Performance

Bob Peterson - Saturday, December 19, 2015

Google Shopping ecommerce

Google Shopping has been around for a couple of years now but there are still a lot of people that aren't using it. With the phasing in of the 'Google Buy' button you stand to lose a lot of business if you're not using Google Shopping.

Google Shopping listings feature above or beside the top Paid Text Ads. In a Google Shopping Listing you'll find a picture, title of the product, webpage and price. That's most of the key information a customer needs to start making a decision. An Ad with a picture is always going to draw more attention than one that only has text. On many pages with Google Shopping listings you won't find any organic content above the fold.

Google Shopping ecommerce

The most common reason we've heard for people not setting up Google Shopping once they've heard of it is the intimidating set up process. Google have set strict guidelines for putting your catalogue into your Google Shopping Feed. Google also hold very high standards when it comes to the truthfulness and relevance of your ads. Once you're set up it's a very intuitive platform that offers a lot of powerful tools to help manage your ecommerce. Google Shopping ads follow a lot of similar best practices as normal Adwords. The tried and true rules of being honest in your ad, using the right wording etc. Having your Ad title optimized is just as important as ever. You only get 150 characters so make sure to only put in the information a customer cares about. Don't waste characters on a brand name or model number if it's not important. A big tip for Google Shopping is to keep testing what works. Even more important than in text based PPC are variables such as time, location and demographic targeted.

Google Shopping differs from Search Ads when it comes to keywords. Everything in your Google Shopping Feed is automatically eligible to be found by a search, adding normal keywords will not increase your likelihood to be found. However negative keywords are key in your Google Shopping campaign. Use these to find and discount inefficient searches. It can be tempting to take a glossy stock image of your product and use it in your add. This is not always a good idea. Often for any single search Google Shopping will show 4 or 5 results using the same stock image. It can become difficult to differentiate yourself from the crowd. High quality images are essential so strike a balance between sometimes using the best possible image and sometimes using a unique one.

A great feature of Google Shopping is the ability to set priority levels across campaigns. Put best-selling, seasonal or overstocked products in a high priority campaign to ensure they receive maximum exposure. Google has also been working on third party Mobile-App integration. This means that products from Amazon, Ebay and other such large retailers can show in Google Shopping results and link into their app directly from the result. As ever, having a Mobile Responsive website is important. A great Google Shopping listing and Product can all be undone by a site that isn't easily navigated on a Smartphone or Tablet. Google Shopping allows many retailers to achieve a better Cost-Per-Conversion than traditional text based Paid Search Ads. It's especially useful if you have a somewhat unique product, or a product you feel can really make an impact when it's seen. If you're already using PPC to try and sell a product then it's almost certainly worth your time to at least investigate Google Shopping.

9 Step Guide CTA (1)

 

Benefits Of Paid Search Ads For Business

Bob Peterson - Saturday, December 19, 2015
Paid Search Advertising Benefits PPC Paid Search Advertising can bring many benefits to your business. Paid Search leads into various other areas of Paid Advertising such as Remarketing and Display Advertising, but is most commonly associated with Pay Per Click (PPC.) At it's core Paid Search Advertising benefits your business because it allows you to get to get to the top of the front page of Google. Being first on the Search Engine Results Page (SERP) means more people will see your ad and are far more likely to click on it. Paid Search works well because it can instantly have you at the top of the SERPs whereas using SEO it might take you months, it might even be impossible depending on your keywords.

1. You Choose What Is Found

With SEO you can try to ensure the content you want found is found but often you'll find yourself ranking for keyword phrases you hadn't even thought of. With Paid Search you have total control of the Ad Copy, this means the title and meta-description of the ad will have been handcrafted by you. It also means you know exactly where you are directing anyone who clicks on that ad. This allows you a great deal of control over the process. You create the perfect ad through practice, the one that brings you sales. It's always trial and error but as you research over time you can craft the perfect ads that draw in quality customers. Here are some simple rules to follow for your Paid Search Ad
  • A title that is 50 characters or less
  • Tell the customer what value the product brings rather than what it is
  • Use actioned oriented language 'See Why!' 'Download Now!' 'Free Trial'
  • Entice the customer, but never misrepresent what they'll find on the next page

2. They Don't Click, You Don't Pay!

The key is in the name of Pay Per Click. Your add could feature thousands of times but if it's not clicked you won't be paying a penny. There are some caveats to this, obviously you have to bid for your ad space, so when it is clicked you will have to pay so never bid if you can't afford it. What this does mean is that you can carefully target your ads. Unlike with SEO efforts, where you want to generate as much traffic as possible you should view your Paid Search ads a qualification stage. Put in as much relevant information as possible to the ad and entice the customer in to your website. Even if they decide not to click your ad, chances are they've noticed your company name and website; impressions over a long period help build brand authority and recognition. Maybe you're not their company of choice today but if they recognise your name in future you're more likely to be.

3. Incredible Ability To Target

Using Paid Search you can target very specific groups of people on a wide variety of factors. One of the most common is geographic location. After all, if you're a Bristol Taxi firm you don't want people from Bristol , Massachusetts clicking on your ads! You can also target on factors such as time of day or include and exclude certain search terms. By managing your bid you can also decide where you display in the search results. Different demographics pick different results. Sometimes it's best to appear top of the page, but this is almost always the most expensive spot to be. Research has indicated many times the best place to be both pyschologically for the customer and financially for the advertiser is 3rd place in the paid listings on a Google or Yahoo search results page.

4. Perfectly Crafted Landing Pages

To get the most out of a Paid Search campaign you should have a whole workflow, from the ad, onto a specifically crafted Landing Page and then prompts to push the customer further into your website. Sometimes that's viewing more products, sometimes it's reading more articles and sometimes it's subscribing to a newsletter. What is great about Paid Search is you have control of that whole process and you can test, rework and refine it until you're seeing the best results possible. The key to the perfect landing page for a Paid Search ad is that is reflects exactly what the customer expected when they clicked on the ad. It's tempting to take a customer to your wonderfully designed homepage or your bestselling product but this is bad practice. If a customer doesn't see what they came looking for within 7 seconds then the majority of them will navigate away from your site. Not only have you lost a potential customer but now they have a bad impression of your brand!

5. Superb For Testing...Everything!

The immediate nature of Paid Search benefits constant testing. Your ads will always be giving you easily measured feedback whether through Google Adwords or other tracking software. You will have a whole host of metrics to play with and you should use them to be constantly improving all aspects of your campaigns. SEO and Social Media give you lots of things to measure and tweak, but nothing gives you such a wealth of information so quickly as Paid Search Advertising. It's the perfect platform for A/B testing. Try out different landing pages, Calls To Action and Ad Copy constantly. Little tweaks are the difference between a functioning campaign and a great campaign. What you learn from your Paid Search research can then be translated into your SEO and Social Media campaigns. Trialing new keywords is one of the most common uses of Paid Search testing because it's a waste of time spending 3 months organically ranking for a keyword phrase that brings in no business when you could have simply paid for an ad and trialed it for a week or two. Paid Search Advertising brings lots of benefits to a business, but it is just one tool of Digital Marketing and Paid Search alone is rarely a good choice,. When used with Content Marketing and Social Media Marketing the three become the backbone of any Digital Marketing effort.

 

Types Of Paid Search Ads - Digital Marketing Basics

Bob Peterson - Saturday, December 19, 2015

The world of Paid Ads online can be a slightly confusing one, full of acronyms and jargon. Often multiple labels can be applied to a single ad. The two simplest ways to categorise Paid Ads are to split them into Search Ads and Display Ads.

  • Search Ads - These are designed to appear when the consumer is already looking for an answer or product. The most common form is a Google Ad, these are the paid-for results that show above organic results when you use Google to search for something.
  • Display Ads - These are the ads that appear at other times. For instance the kind of ads that play before watching a Youtube video or the banners that appear alongside the original content on a website.
Often Display and Search intertwine in a variety of ways. Complex tracking and search algorithims keep track of what you search for and display content based on those searches, so most of the time Display Ads and Search Ads aren't entirely seperate. With all that in mind I've created a short guide to introduce you to the various different types of Paid Ad you might come across. At the end of the article there is also an explanation of some of the acronyms you'll often come across when talking about Paid Search, so if there's one you don't understand just scroll down to the bottom for an explanation.. Traditional PPC - Search Engine Text Ad These are the most common form of Pay Per Click Ad. They show up in the SERPs ahead of organic listings. Depending on the cost of the ad and the search engine they may appear above, to the right or below organic listings. They are required to idenfity themselves as paid-for content. Google AdWords has the biggest market share of these Ads, but Yahoo and Bing also have their own ad platforms.

Paid Search Benefits Example

These ads are simple and elegant, you decide the search term that will trigger them and simply write your Ad as you'd like it to appear, following the search engine guidelines of course. They work on a 'bid' system, the higher you would like to appear in the SERPs the more you will have to pay. Keywords with little competition are cheaper. It's possible to target these ads in a number of ways, by location, time of day or by using negative keywords are just a few examples. These ads are easily tracked, measured and managed. Setting a budget is easy and you can target them very specifically. It's also important to remember that you only pay when someone clicks on the ad, so you're not paying everytime you make an impression but every time a consumer makes the choice to choose your ad. Search Engine PPC is easy to start but difficult to master and it's a never ending learning curve! Google Shopping Google Shopping ads work in a very similar way to traditional PPC ads. They work based on keywords, are highly targetable and highly measureable. They are perfect if you have a product to sell and consistently return lower Cost Per Conversion than text ads. However you have to adhere to strict Google rules and systems when it comes to your online inventory. We've written a whole blog on the pro's and con's of Google Shopping here.

Google Shopping Paid Search

Using Google Shopping ads with well targeted SEO and text PPC ads can allow you to have a huge footprint on the front page of Google if you manage the campaigns correctly. Native Ads Native Ads are ones that blend into the other content on the webpage. You often find them on publisher sites (News, Journalism etc) and most Social Media Ads take this form. The idea behind them is two-fold. From the publisher's point of view they are relatively unobtrusive and unlikely to cause an adverse reaction in the casual consumer. For the advertiser these kind of ads may bypass our subconscious 'ad-block' and they do tend to return better interaction rates than Banner Ads.

Native_ad_example

Here we see the Native Ad on the right hand side of the page, though not completely inconspicuous it does mostly fit in with the style of the content on the page. Native Ads are required to identify themselves as paid-for content, usually by marking the ad as 'Promoted' 'Sponsored' or simply as 'Advertisement.'

  INstagram_promoted_post  

Remarketing / Retargeting These ads combine Search and Display to an extent. Remarketing is the practice of displaying an ad based on the user's history. This is why if you've been searching for holidays you'll suddenly find lots of banner ads for travel companies and hotels popping up on the sites you visit. Remarketed content generally comes in the form of traditional Display Ads or as Native Ads. Remarketing can be a great way to increase your brand recognition and awareness. It's a little more difficult to set up than standard Display Ads and PPC, but once it is you can have your brand and products follow your customers around the web. You can use all the same targetting techniques as with other Paid Search Ads aswell as having the qualifier that you know they've shown some interest in your company or product already. Display Ads These are your classic advertisments though they've gone through a lot of changes in the last 10 years. Five years ago you might expect flashing and scrolling ads at the side of a page, impossible to ignore and generally ill received. These days advertisers are much more in tune with what the consumer will tolerate, with the rise of Ad-blocking Apps advertisers now understand the trade-off between trying to get the attention of a customer and being blocked out completley.

 

Display Paid Ad

Here we see two examples of typical Display Ads. These kind of ads will typically pay an amount for every impression they make and have a notoriously low Click Through Rate. Display Ads have their place but generally are used only by larger businesses. Social Media Ads Most Social Media platforms have some Ad capability. The one most interesting to Marketers are the inline, native ads. For a long time Facebook has had Display Ads but these receive the same attention as any other Display Ads. 'Promoted' and 'Sponsored' content on Facebook, Twitter and Instagram has managed to achieve some great success. In part this is because of the native element, how these ads blend into your newsfeed.

LinkedIn Sponsored Post Paid Ad

These ads are also very carefully crafted. The great thing about ads on a Social Platform is they can be shared and interacted with in many more ways than a normal ad. Interaction is king on Social Media. Social Media Ads also allow for the greatest amount of targeting, depending on the size of your targeted segment they can also be highly affordable. A common strategy for businesses is to create a post and then promote it once or twice over the course of a week, this gives them a second bite at the cherry and has the added bonus of all the previous post interaction still being there creating the illusion of a larger conversation being ongoing. Inbox Ads Google has recently made the Google Mail Inbox open to all AdWords users. This means that you may now find 'Sponsored' content sitting at the top of your email box. Just as with all other Native Ads they have to identify themselves as paid-for content. These ads use not only your search history and cookies but the actual content of your inbox to better target ads toward you. These are perhaps the most targetted ads offered by Google and they remain reasonably unobtrusive. Unless clicked, they simply appear like an email.   SERPs - Search Engine Results Page Impressions - The amount of times your ad is seen, 100 impressions means the ad was viewed 100 times CPC - Cost Per Click, how much you will pay if someone clicks your ad. This is what you 'bid' to try and get a place high on the first SERP Cost Per Conversion - The cost associated with someone converting, conversion could be filling out a form or buying a product. If 1 person in 10 who click your ad convert then your Cost Per Conversion will be roughly 10 times your CPC SEO - Search Engine Optimization, making sure the content on a page is designed to rank highly in search engine results Click Through Rate - The amount of people who click on the ad versus the amount of impressions it makes. A 2% CTR means that 2 out of every 100 people that see the add will click it

 

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AdBlock | Acceptable Ads or Unacceptable Extortion?

Bob Peterson - Saturday, December 19, 2015

Ad block acceptable Paid

Adverts have been a regular part of life for everyone using the internet from the moment they were born, whether it's Billboards, Radio & TV ads or sponsored posts on your Social Media. Advertisers who use TV and Radio ads have always had to deal with people simply switching channel when their ad comes on. TV on demand and the ability to pause and fast forward live TV has only exacerbated their problem. On the internet there is an even simpler solution. Downloading and installing an Ad blocking program takes seconds and the best ones are highly effective. Though those using ad blocking programs are not the majority of internet users they certainly are a good portion of them. AdBlock Plus self reported 60 million regular users of their software in mid 2015. AdBlock Plus grew out of customer demand, ads on the internet became more and more intrusive. Anyone who was using the internet in the Noughties almost certainly experienced bright, flashing, seizure inducing banner ads. Auto-playing video ads and obnoxious pop-ups were a part of every day life for many. The people creating and placing these ads pushed their luck too far in essence, and in response to ads that were creating an unpleasant browsing experience Ad blockers began to appear. Ad blocking software has never been without controversy. Many websites rely almost entirely on ad revenue to function, almost any site with a journalistic business model will rely on ad money to finance itself. Ad blockers can directly harm the cash flow of these websites, even force them into ruin in the worst cases. It is a common sight to see such websites asking their loyal users to turn ad blockers off for their site so they can access their much needed ad revenue. To their credit apps and add-ons like AdBlock Plus usually have a whitelist or exceptions list built in so you can pick and choose where you would like to see ads. This strikes a balance between the user and the site owner. The user recognises the need for the site to generate revenue and the site in turn must endeavor to only show ads that are deemed acceptable by the user. Otherwise they will simply turn their ad blocker back on. Ad placers have never liked ad blocking software but there is little recourse against it, it is simply a fact of life for them. Marketers and Advertisers have had to create new strategies less dependent on bombarding consumers with unsolicited messages and offers. In this sense ad blockers have been good for the industry, the increasing popularity of permission-based marketing is helping to relieve some of the distrust between consumers and marketers.

AdBlock Plus 'Acceptable Ads'
AdBlock Plus has a feature called 'Acceptable Ads' which is turned on by default when you download the program. This is the feature that has been causing some controversy and the legality of it has been challenged in Germany. 'Acceptable Ads' means that those wishing to place ads can apply to AdBlock Plus and request that their ads be let through the normal filter if they meet certain requirements. For many companies AdBlock Plus requires the payment of a fee for the privilege of those ads getting through the filters. Free software like AdBlock Plus is normally funded by donation, or ironically, through the inclusion of ads. As demand for the service has grown and the level of sophistication of the app has increased to make it usable across various platforms and browsers so have the associated costs. AdBlock Plus view 'Acceptable Ads' as a compromise between giving their customers the optimum browsing experience and maintaining financial viability. AdBlock Plus often does not charge smaller businesses to get their ads whitelisted. This is inkeeping with their ethos of 'supporting the little guy.' Advertisers are not happy about having to pay to be on the whitelist in AdBlock Plus and similar apps. In their eyes AdBlock Plus are extorting money from them, requiring them to pay a gatekeeper with no connection to the site they wish to advertise on. As yet there have been no legal rulings against AdBlock Plus or their parent company Eyeo in this regard. It is reported that giants like Google, Microsoft and Amazon are paying AdBlock Plus to make it onto their whitelist. No matter how much is paid the ads of the companies still have to satisfy the strict whitelist guidelines and the user community can report ads that they feel have slipped through the net and do not satisfy the criteria. Ad blocking Apps may all have to begin using some model of acceptable adds as pressure grows from giants like Google and industry boards consider legal action in many countries. The message from the advertising industry is simple.They understand that Ad Blockers were a response to intrusive ads, but Ad Blockers stop good and bad Ads alike. The industry is moving toward a model of self-regulation to ensure that people don't feel the need for ad blockers. Ads are a huge part of the eco-system and both advertisers and ad blockers have a claim to 'being on the side of the little guy.' AdBlock Plus are walking a tightrope and their service will never be without controversy. Acceptable Ads won't be the last contentious change to anger both users and advertisers. Can You Outsmart Competition WSI

 

Benefits Of Paid Search Ads For Business

Bob Peterson - Saturday, December 19, 2015
Paid Search Advertising Benefits PPC Paid Search Advertising can bring many benefits to your business. Paid Search leads into various other areas of Paid Advertising such as Remarketing and Display Advertising, but is most commonly associated with Pay Per Click (PPC.) At it's core Paid Search Advertising benefits your business because it allows you to get to get to the top of the front page of Google. Being first on the Search Engine Results Page (SERP) means more people will see your ad and are far more likely to click on it. Paid Search works well because it can instantly have you at the top of the SERPs whereas using SEO it might take you months, it might even be impossible depending on your keywords.

1. You Choose What Is Found

With SEO you can try to ensure the content you want found is found but often you'll find yourself ranking for keyword phrases you hadn't even thought of. With Paid Search you have total control of the Ad Copy, this means the title and meta-description of the ad will have been handcrafted by you. It also means you know exactly where you are directing anyone who clicks on that ad. This allows you a great deal of control over the process. You create the perfect ad through practice, the one that brings you sales. It's always trial and error but as you research over time you can craft the perfect ads that draw in quality customers. Here are some simple rules to follow for your Paid Search Ad
  • A title that is 50 characters or less
  • Tell the customer what value the product brings rather than what it is
  • Use actioned oriented language 'See Why!' 'Download Now!' 'Free Trial'
  • Entice the customer, but never misrepresent what they'll find on the next page

2. They Don't Click, You Don't Pay!

The key is in the name of Pay Per Click. Your add could feature thousands of times but if it's not clicked you won't be paying a penny. There are some caveats to this, obviously you have to bid for your ad space, so when it is clicked you will have to pay so never bid if you can't afford it. What this does mean is that you can carefully target your ads. Unlike with SEO efforts, where you want to generate as much traffic as possible you should view your Paid Search ads a qualification stage. Put in as much relevant information as possible to the ad and entice the customer in to your website. Even if they decide not to click your ad, chances are they've noticed your company name and website; impressions over a long period help build brand authority and recognition. Maybe you're not their company of choice today but if they recognise your name in future you're more likely to be.

3. Incredible Ability To Target

Using Paid Search you can target very specific groups of people on a wide variety of factors. One of the most common is geographic location. After all, if you're a Bristol Taxi firm you don't want people from Bristol , Massachusetts clicking on your ads! You can also target on factors such as time of day or include and exclude certain search terms. By managing your bid you can also decide where you display in the search results. Different demographics pick different results. Sometimes it's best to appear top of the page, but this is almost always the most expensive spot to be. Research has indicated many times the best place to be both pyschologically for the customer and financially for the advertiser is 3rd place in the paid listings on a Google or Yahoo search results page.

4. Perfectly Crafted Landing Pages

To get the most out of a Paid Search campaign you should have a whole workflow, from the ad, onto a specifically crafted Landing Page and then prompts to push the customer further into your website. Sometimes that's viewing more products, sometimes it's reading more articles and sometimes it's subscribing to a newsletter. What is great about Paid Search is you have control of that whole process and you can test, rework and refine it until you're seeing the best results possible. The key to the perfect landing page for a Paid Search ad is that is reflects exactly what the customer expected when they clicked on the ad. It's tempting to take a customer to your wonderfully designed homepage or your bestselling product but this is bad practice. If a customer doesn't see what they came looking for within 7 seconds then the majority of them will navigate away from your site. Not only have you lost a potential customer but now they have a bad impression of your brand!

5. Superb For Testing...Everything!

The immediate nature of Paid Search benefits constant testing. Your ads will always be giving you easily measured feedback whether through Google Adwords or other tracking software. You will have a whole host of metrics to play with and you should use them to be constantly improving all aspects of your campaigns. SEO and Social Media give you lots of things to measure and tweak, but nothing gives you such a wealth of information so quickly as Paid Search Advertising. It's the perfect platform for A/B testing. Try out different landing pages, Calls To Action and Ad Copy constantly. Little tweaks are the difference between a functioning campaign and a great campaign. What you learn from your Paid Search research can then be translated into your SEO and Social Media campaigns. Trialing new keywords is one of the most common uses of Paid Search testing because it's a waste of time spending 3 months organically ranking for a keyword phrase that brings in no business when you could have simply paid for an ad and trialed it for a week or two. Paid Search Advertising brings lots of benefits to a business, but it is just one tool of Digital Marketing and Paid Search alone is rarely a good choice,. When used with Content Marketing and Social Media Marketing the three become the backbone of any Digital Marketing effort.

Paid Search Case Study

 

Geotargeting - Why Should I Geotarget Ads?

Bob Peterson - Friday, December 18, 2015

Geotargeting

Geotargeting is a great way to get the most out of your PPC budget. Many businesses have to make some consideration to location for the service or product they provide. If this is the case then advertising their product to everyone, everywhere is a waste of resources. So what is Geotargeting? Geotargeting comes in a few different forms. From targeting people who are searching about a specific area, to people searching in a specific area. There's a good tutorial to get you started with the mechanics of geotargeting on Adwords here. If you're a car rental business in Bristol then turning up in a search for 'airport car hire' in Edinburgh isn't too likely to land you a sale. The first part of your geotargeting strategy should be to make sure you only show up in searches not containing the words like 'Bristol' or 'South West' if the search originates in or near your area of service. You can also set your ad not to appear in certain areas, for instance in and around Bristol, Alabama. With all that in mind, plenty of people who aren't directly in your area may still want services in that area at some time. This is where it's important to target your keywords and make location based ads. Use exact match keywords, or require at least a few keywords together for your ad to show. For instance, make a global ad that follows this form Car Hire Bristol Airport These things seem obvious on their own, but there is another layer to it. It's not only having these ads targeted in the right places, but allocating your budget to them correctly. If you've found your ads get more traffic at certain times in certain places then increase the budget at those times in those places. Whether that means the bids for keywords or allowing for more clicks in your budget. Equally if you find certain areas result in a lot of clicks but few conversions decrease the budget there. You might consider tailoring Landing Pages depending on where and when they were searched for. If you're running a restaurant in Bristol you might want to make your landing page a 10% off offer for people that search for 'Italian in Bristol' around lunchtime. Maybe 20% off if they are outside of the city. 'Near me' searches on smartphones are rising at an incredible rate. Target the right place and time to take advantage of this. We never go offline anymore!

why should I geotarget

If you're running a Paid Search campaign in a very competitive area you can use geotargeting to lower your costs. For instance identify the time and areas that your clicks are most likely to result in conversions. Say city centers around lunch time for office workers on their lunch break. Boost your bids for clicks in these areas during that time period and let it drop off afterwards. The advances in geotargeting are coming thick and fast. For instance, if a customer has your app and walks into an area you've defined as that of a competitor you can have your app send them a reminder of where your nearest store is. This is called geo-conquesting and is at the forefront of location based marketing. Measures like that are beyond the needs of most people, but properly implementing geotargeting can help you reduce your ad spend and better qualify clicks, leading to a better all round return on investment.

download-can-you-outsmart-the-competition-with-mobile-messaging

 

Modern PPC – Get found or get lost!

Bob Peterson - Friday, December 18, 2015
JPS_WSI_PaidSearchCustomers are looking for you. If you don’t know how to get found, you’re lost. That’s the message from WSI Paid Search MD Jack Porter-Smith at this years WSI UK Digital Summit. Jack is based in Toronto and not only runs WSI Paid Search but is also one of Google’s top ten Adwords Top Contributors. The team at WSI Paid Search not only run PPC and Google shopping campaigns but also display and remarketing campaigns, as well as providing comprehensive measurement, reporting and ROI tracking Jack took to the stage to explain everything PPC. What it is, how it works and how you can maximise its use for your business. First, let’s begin with where PPC started. Originally, PPC ads were small text ads. Then things progressed and you could also add static images. Now, in 2015, animated images, multiple products, video and much more all come together to form PPC campaigns. Remarketing appeared in 2008 and is now a standard part of PPC campaigns. In fact to use a quote from WSI’s co-founder Dan Monaghan, “remarketing can be the rocket fuel of a PPC campaign” Every business has a voice and direct connection with its customer. SEO is important, but PPC is becoming even more important. Why? Because of the opportunities it brings. It's demand driven by consumer expectation. Paid search has an uncapped potential and can bring in good returns. It can help you expand into and capture new markets, bringing you new customers. The message is simple - If you don’t connect with your customers via PPC, someone else will. You may be handing business to your competitors. Jack went on to tell us about his AASS checks – no that’s not a spelling mistake!.
  • Awesome
  • Awful
  • Starting
  • Stopping
Whether it’s PPC or digital marketing in general, the AASS checks need to be done – we need to review the effectiveness of our campaigns, marketing and business development . We often spend so much time working in our businesses that we don’t work on the business. How often do we take time to stop and ask ourselves the following questions about the business? The Awesome:
  • What’s going well?
  • How do I do more of it?
  • How can I make things better?
The Awful:
  • What is bad or failing?
  • How is it harming my business?
  • How long has it been this bad?
And when it comes to tactics Starting
  • What opportunities are out there?
  • What should I start today?
Stopping
  • What am I doing that is dated?
  • Am I doing anything that is just keeping the status quo?
  • When was the last time I actually stopped and thought about this?
These are all questions that we ask ourselves every day when managing PPC. As business owners and managers, these are things you should also be asking yourself regularly. So what are some of the common problems we see when talking to business about their existing PPC campaigns that you should look out for.
  • Setting & forgetting - campaigns are set up and left to run, especially if they seem to be getting a reasonable return.
  • Irregular AASS checks - they need to be done regularly to get a good return or improve on it
  • Not mobile optimized - with people increasingly using mobile devices, this is essential. If you’re ads are not optimized for mobile you will be missing out on a large part of the market.
  • Not conversion optimized - again, regular reviews to track the conversion rates are needed
  • Not tracking 100% of traffic – PPC is highly trackable, right down to the keyword that originated the search and sales from telephone calls; make sure you do it
  • No clear ROI – Measurement!
And the common causes of these problems?
  • In-house attempts – a lack of knowledge where staff managing campaigns maybe don’t understand the complexities
  • Sometimes a poor agency selection
If you’re recognising some of these problems, the good news is that PPC is agile & fixable! There are opportunities out there, you need to maximize on them. Pre-empting some people in the room who may be worried about trying PPC, or are already running what appear to be successful campaigns, Jack had this to say. What about the What ifs?
  • What if it fails? Learn from the data. Think about Rovio games – they had 66 fails before Angry Birds was successful
  • What if I can’t afford it? There will be a way to work your budget to afford it.
  • What if I’m doing it already? Remember those AASS checks?!
So, in summary, Why should you do PPC? Because it's one of the few places in marketing when customers actually present themsleves to you, asking for what you have to offer. You just have to be comnpetitive with that offering. If you don't do it and your competitors do you'll be losing market share. It's one place where you can precisley calculate return on investment (ROI) and it's completley trackable and transparent, unlike some other advertising methods. Why can’t you do it yourself? Good agencies use their learning from other campaigns to maximise the return on yours. They have good relations with Google and Bing and so can get to the bottom of any issues more quickly and may even get earlier access to new features. A good agency will have years of experience that cannot be matched by an inhouse team. Oh, and your agency won't need to take sick days or holidays - they'll have it covered.

Why should you listen to me? Well, you don’t have to but look who I hang out with!!

JPSandMattCutts WSI Paid Search MD Jack Porter-Smith with Google's Matt Cutts  

 

15-ways

 

WSI Creates and Optimizes Roteiro dos Sabores Web Site

Bob Peterson - Friday, December 04, 2015


WSI Digital Marketing has recently launched a total new website and a SEO initiative for the Roteiro dos Sabores, a company dedicated to Christmas Baskets.

Roteiro dos Sabores, at Lisbon, Portugal, offers their main product which are Christmas Baskets, along with a multiple option for gourmet baskets and personalized baskets.

All the gourmet baskets presented by Roteiro dos Sabores, are made with the finest Portuguese traditional products, a unique temptation.

Using a highly focused strategy for optimizing the main product page, which are the Christmas Baskets, WSI is also completing the SEO effort with a short but focused PPC campaign

To begin optimizing the site based on keyword relevance and search volume, the WSI team conducted thorough key word research. Five keywords were chosen along with innumerous stemmed phrases. URLs were changed or created for new pages and new SEO friendly copy was written.

Check the five optimized pages:

O Cabaz de Natal só para si

Cabazes Gourmet Qualidade e Requinte

Cabaz de Natal Experiência e Qualidade

Cabazes de Natal Preparados a Pensar em Si

Cabazes Natal Roteiro Qualidade e Tradição

The optimized pages have been live for only a short time and some signs of presence are already showing up. During the next several months, the off page optimization including additional link building and blog syndication to TumblrBlogger and Sapo should accelerate these trends.

This post originally appeared here: https://wsidigitalrevolution.wordpress.com/2015/11/11/wsi-cria-e-optimiza-o-website-da-roteiro-dos-sabores/

 


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