How to Make the Most out of Google Ads Automation

Posted by on Mar 2, 2020 in Digital Media Marketing |

Google ads automation can revolutionise your PPC strategy. Digital marketing trends are changing and leaning heavily towards automation- but that’s not something you should be afraid of! In fact, automation only makes your job easier. By automating features of your Google Ads campaigns, you can see business insights and increase conversion rates with minimal time spent online. As digital marketing experts  well-versed in Google Ads automation, let us give you a few tips. Tips and tricks to make the most out of Google Ads automation Define your objectives Google’s algorithm can only provide you with valuable information if it knows what information is valuable to you. The best way to ensure that you and Google Ads are on the same page is to perfect your tracking. Use Google Tag Manager to tell Google which actions you care about so it can tell you what you want to know- and deliver relevant results. Try smart bidding Smart bidding is no longer reserved for large, high-budget campaigns. This automation feature is extremely helpful because it can bid on campaigns for you. If you’re a newbie, be sure to start small and utilise bid caps. Use close variants Close variants can help you identify variations of your target keywords that are just as effective, but at a more affordable CPC. It may seem daunting to change your keyword strategy, but doing so with Google Ads automation will help you identify customer value and reassess your investments. Google Ads automation is helpful, but we know that it- along with other SEO and digital marketing strategies- can be confusing. Don’t waste your valuable time by spending hours trying to learn all you can about PPC ads and automation. Instead, contact us today and let us use our tested and proven strategies to grow your business. Please follow and like...

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What Is the Purpose of Data-Driven Digital Marketing?

Posted by on Feb 26, 2020 in Digital Media Marketing |

Digital marketing creates a lot of online customer engagement, resulting in extensive customer data that can be used for strategic decision-making in your business. Customer engagement is, however, only sustainable if the conversations with your audience are relevant to them.  It makes a huge difference when you are able to give the right message, to the right person, at the right time and place. While this may sound simple enough, it can be tough to get right. When you are having conversations across so many different channels, you will quickly realize that you have opportunities on mobile, social media, through your website as well as your call centre.  Customers are looking for an experience that ensures regardless of on which platform (where) they are interacting with you, you need to know everything about them. They expect you to know that they were just on your website and are now calling the customer helpdesk about a specific problem. Most of us have had some kind of disastrous encounter with a call centre, where you explain your problem to one person, only to get put through to the next person (where you have to explain the problem yet again). It’s bad enough when this happens on one channel, but when it happens across multiple channels, the effects can be harmful. This is the type of problem that data-driven marketing promises to solve. With the proliferation of data, the Internet of Things and cloud computing, we have more information on customers than ever before. We are now at the tip where the opportunities of what we can do to create better customer experiences will explode. Let Us Support You to Create Sustainable and Relevant Customer Conversations  Digital marketing that combines content marketing and SEO can help to set you apart from your competitors. Allow us to help you set up a winning strategy. You can also contact us for more information about small business marketing. Please follow and like...

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Know Your Customers to Market Across Online Platforms

Posted by on Feb 20, 2020 in Digital Media Marketing |

Digital marketing allows a business to connect with customers on multiple platforms simultaneously. The average consumer uses multiple platforms to access information. So, using social media marketing and email marketing might ensure you reach customers at different times of the day as well as at different points of the purchasing cycle.  Before you start to create social media profiles on every platform available, there are a few things you need to determine, such as: Who Are Your Customers? You not only need to know exactly who your ideal customers  are, but also what their needs and desires are. By knowing who your target audience is, you will be able to create content that appeals to them specifically. Where Do Your Customers Spend Their Time?  You likely have a few ‘ideal customers’, with some of them reading white papers and the others waiting for more visual content on Instagram. Knowing where your audience spends their time will help you tailor your cross-channel marketing strategy for your brand. What Are Your Customers Challenges?  Instead of writing about how great your product is, write search engine optimised blog posts that address the problems they have. A visual representation of this information will help you identify the trigger points where you can engage with the right customer at the right time. If a person has downloaded your mobile app, then triggering a push notification if they haven’t opened the app yet is a good example of a cross-marketing trigger point that can be automated as part of your digital strategy. Customers expect a seamless experience with brands. According to Oracle, close to 80% of consumers now use at least two communication channels before making a buying decision. In addition, 30% use three or more channels before making a buying decision.  Experts at Digital Marketing, We Know the Best Online Platforms for Your Small Business Map out every possible scenario of consumer engagement with your brand to find new communication opportunities. If you need help with your small business marketing or SEO, contact the experts today. Please follow and like...

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Why Is Data Important in Digital Marketing?

Posted by on Feb 14, 2020 in Digital Media Marketing |

Analysing data is an important aspect of digital marketing. The analysed data can help you to understand your customers – how they buy, what they buy, what their needs are and where they come from. This information can guide the content and social media marketing strategy for your business, with the aim to improve the return on investment (ROI). There are various tools and platforms to establish what is and what is not working. Digital Marketing Analytics Tools from Google   The platforms you use each have their own built-in tools to gather the data that you can convert into usable information to boost your marketing campaigns. Below we investigate a couple: Analysing Website Traffic With Google  Google is such a household name that it has become a verb! This makes their analysis tools particularly powerful. It does require commitment, though, as Google Analytics is known for its thoroughness, not its user-friendliness. Top Tip! Once you have added your Google Analytics code to every page template on your site, go to the “Audience” section, and from there “Demographics.” Here you will learn who visits your site, for instance: Age and gender,  The types of content that they browse online, and  The types of products or services that your customer base is also in the market for. Online Advertisements With Google Ads  Hand-in-hand with Google Analytics is Google Ads. Used to track campaign statistics or view specific data for ad groups, ads or keywords, Google Ads breaks the data into finer sub-sections. Top Tip!  To get the best indication of what is or is not working, import a Google Analytics view into Google Ads and examine these data columns:  Bounce Rate, Pages/visit, Average visit duration, and  % of new visits. Digital Marketing Analytics Tools from Other Sources  Bing Ads Intelligence  This is a powerful keyword research tool that allows customers to build and expand on their keyword lists using the Excel interface. Customers can easily gauge the performance of relevant keywords and apply those insights to improve their keyword selection and campaign performance. Facebook Audience Insights  This gives you aggregated information about two groups of people – people connected to your Page and people on Facebook – so you can create content that resonates and easily find more people like the ones in your current audience. Understand Your Customers With Digital Marketing For more information on innovative solutions for your digital marketing, social media marketing and content marketing, contact us now. Please follow and like...

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Create the Best Search Experience for Your Customers

Posted by on Feb 12, 2020 in Digital Media Marketing |

The digital marketing focus of every small business should include creating the best search experience for customers. Google also deems this important, as they want people to return and use their search engine again. To achieve this, Google will find the best search match for their users and display that on their search engine results pages (SERPs). In the world of digital marketing, having a high Google ranking is always  a primary goal. Why Are Search Engine Results Pages (SERPs) Important?  When a user; whether it is a researcher or a potential mega-spending client; types in a keyword or a phrase for Google to search, the position in which your website is listed in the search engine result pages (SERPs) is called your Google keyword ranking.  Because most search results show ten listings per page, a ranking of 1 means you are at the top of the list, while a ranking of 11 means you are on the second page. The higher your position on a SERP, the more organic traffic your website should get, which is why SEO has been such a mainstay of small business marketing. Although Google’s algorithms change regularly, you can up your ranking by following our three tips below. Loading Speed Matters  When using Google, Bing and so on, the loading speed of your pages is estimated by search engine “spiders” based on the HTML code of your site. Chrome user data adds to the accuracy when Chrome is the search engine of choice. The faster, the better. Content Must Be up to Date  The old adage that “content is king” still holds true as there are no shortcuts and appropriate content will always be Google’s friend. However, keeping your content up to date is important as the indexing infrastructure, Google Caffeine, values recently published content. Also, remember to regard your images as a type of content. By optimising them with their file name, alt text, title, description and captions, you are sending relevancy signals to Google’s bots. Keywords Must Be in the First Sentence  According to Google’s John Mueller, “Having a keyword that appears in the first 100 words of a page’s content is correlated to first page Google rankings, and having your keyword(s) appear as a subheading tag in HTML help us to understand the structure of the page.” But, don’t be tempted to over stuff your content with keywords! In this regard, revisit the point above. We Can Create the Best Search Experience for Your Customers  For more information on all types of digital marketing – from SEO and email marketing to social media marketing and more, contact us now. Please follow and like...

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Why EAT Factors Matter in Digital Marketing

Posted by on Jan 21, 2020 in Digital Media Marketing |

Digital marketing can be as easy as ABC or, in reality, as easy as EAT. EAT stands for expertise, authority and trust, and these are the top three factors used by search engines like Google to rank your website. Here’s a look at what EAT represents as well as why it matters for your digital marketing strategy at large.  Why EAT Matters for Your Digital Marketing Strategy and How to Improve Your EAT Factors: In 2018, Google released a broad core algorithm update (dubbed the Medic Algorithm Update), which affected the search engine results page (SERP) rankings for both local and organic searches. While there was no specific mention of context for the update or what the update was for, the online community soon theorised that this update was focused on ranking websites according to the quality of their content based on EAT measurements.  As a service provider, Google’s main aim is to provide excellent search results for its users. From this perspective, it makes sense that Google (and other search engines) would reward sites that make it easy to provide relevant, updated and trustworthy information to their users.  This is where EAT factors come in. Google uses expertise, authority and trust as measurements to determine how high to rank your website in search results to give its users the best possible information. EAT factors are especially important when looking at YMYL (your money, your life) sites, which are sites that provide information to users that can affect their health, wealth, happiness or financial stability. EAT matters to your digital marketing strategy because you want to rank highly on the SERP so all your potential clients can find and support you – instead of your competition. How to improve your EAT factors: Create high-quality, relevant and reliable content by doing proper research, collaborating with established writers, referencing sources and editing your content to be accurate and up to date. Establish your authority by displaying the credentials of your writers and by linking them to their professional networking pages (such as LinkedIn). You can also display your business or site’s awards and memberships.  Research topics that your audience will benefit from and publish your findings for the larger community to access and benefit from. Create content that your audience will find truly useful. Use SSL for your website Make it easy for clients to get in touch with a staff member who can answer their queries or assist them with issues they might experience.  These tips will help you to improve the value offering you present to your clients. It will also help to support your SEO best practices as well as the quality service you already offer to your...

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