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Modern Day Advertising: 5 Big Misconceptions

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Modern Day Advertising: 5 Big Misconceptions

Business owners, firms, and managers are all aware of the importance of providing consumers with the most current information. It’s a powerful resource, which typically involves using modern data collection and advertising techniques. However, we are at a crossroads today, and choosing the proper marketing techniques can be challenging. Fortunately, this guide looks at a few crucial misconceptions one should consider.

Paid Digital Marketing: Misconceptions

Cookies are Important Data Sources

There is considerable confusion among marketers that cookies are valuable data sources. Many people don’t realize the way identifiers in cookies work. Usually, these identifiers work to collect data such as the contents of a consumer’s digital shopping basket. These identifiers are the same as an address on the exterior of an envelope – they indicate where information is stored.

Addressability is No Longer Useful

You must realize that walled gardens will be crucial in accessing resources such as frequency capping and targeting audiences. Such functions require in-depth information and different types of cross-site data. So it raises whether addressability will still be possible for paid digital marketing. However, business trends still show that it’s a trend here to stay.

Targeting without Measurement Works

An essential aspect of engaging consumers involves how businesses can address their consumers. The delivery of each piece of information requires an informed approach, such as considering consumer demographics. It also involves various measures, and marketers don’t often realize the importance of this perspective. In addition, such problems as cost-cutting and messaging strategies significantly impact this process.

Hashed Emails are Complete Solutions

Hashed emails can have many benefits, such as improving user experiences on many devices. However, they are not always ideal for a comprehensive marketing campaign. For instance, users with accounts must be able to access such resources. However, there is still more to accessing consumers in this way than one would expect.

Publisher Supplied Data is a Conclusive Solution

The first-party data from publishers is often helpful because of its suitability in mapping out consumers. However, it can’t serve as a standalone resource because businesses must consider various other factors. It’s the main reason publishers have to incorporate their content with the first-party content for real value.

As you have seen, modern-day advertising is an advancing field involving various factors. Businesses and brands have to realize that misconceptions are common. The key to success is learning more about them and finding ways to avoid their ramifications on business performance.

StickyLeads

Need more information? Contact StickyLeads. Our paid digital marketing experts can help guide you through the ever-changing digital marketing field. Call 757-390-0748 and see what we can do for you.

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3 Incredible Social Media Advertising Tips

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3 Incredible Social Media Advertising Tips

Social Media has never been more accessible than it is today. For instance, over 3.8 billion people use the internet, and more than 2.4 billion are active on social media. These numbers are expected to increase every day, which means that if you own a business, you need to be involved in social media. By utilizing social media advertising, it’s possible to increase your overall sales and generate awareness about your brand. Keep reading further to learn some valuable social media advertising tips.

Social Media Advertising Tips

If you’re using social media to your advantage, then you are already on the right path. For instance, more than 10% of sales representatives have successfully made five or more sales due to being active on social media.

Work With Social Media Influencers

Your social media presence is essential, but you can collaborate with social influencers to increase sales. Essentially, your business can access that loyalty base by reaching out to influencers with a large following. In reality, about 49% of consumers depend on an influencer’s recommendations and will usually purchase a particular product after seeing it on their social media account. So, ask them to promote your brand and give an honest review of your products in exchange for discount codes or free samples.

Incentivize Engagement with Your Brand

This strategy isn’t used as much, but it should be, as it directly engages with your customer base. For example, if you offer incentives for participation rather than clicks on ads, you can build a community around your brand that people love. Here are a few ideas:

Reward comments, reviews, or answer other customer’s questions

Build a reward system for people who engage a lot in the community and give them discounts

User-generated content could be rewarded with one-time discounts

Keep Up with and Use the Latest Trends

Basing content promotions on seasonal events isn’t the way to be successful anymore. Instead, you need to craft creative campaigns around popular trends. For instance, if you are into the world of Pokémon, then utilize Pokémon-related posts to help generate hype about your product. In addition, it’s essential to put out your content quickly during active trends because they quickly fade away.

StickyLeads

Effectively utilizing social media advertising takes experience to do it well. Unfortunately, the process can have a steep learning curve. If you’re feeling overwhelmed by all of the specifics, perhaps it’s best to let a marketing professional like StickyLeads help out. As a Google Premier Partner, our team of experts is ready to recommend advertising that will help grow your business. Leads count more than clicks, and our work will focus on the metrics that matter to get you sales. With Sticky Leads, there is no long-term contract or recurring charges. Call us at 757-390-0748 and see what we can do for you.

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What Does a Digital Marketer Do?

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What Does a Digital Marketer Do?

Many jobs have taken on a new focus or specialty to accommodate online platforms, social media, and other digitized mediums in today’s digital advertising world. Marketing is no different, in that digital marketing has become a job of high importance for many kinds of businesses. But what does a digital marketer do exactly? This article will explain the types of things digital marketers do in their day-to-day job responsibilities.

What Is a Digital Marketer?

First, we need to establish what a digital marketer is. Marketers, in general, take a product, brand, or idea, and they sell it to potential customers and consumers. This job is accomplished through advertisements, informational materials, articles, or commercials.

Digital marketers do much the same thing. They are marketers who work in the digital space. They must engage with potential customers digitally, accessing demographics on social media platforms, streaming sites, or news platforms. Any digital medium is fair game for a digital marketer to use.

What Do They Do?

Digital marketers carry out the advertising and marketing needs of the brand or company that employs them. The job translates into many tasks, projects, and campaigns that they engage in to help sell a product or brand. Some common areas that digital marketers work in are SEO, content marketing, and data & analytics. Let’s go through each of these to give you an idea of what they are.

Search Engine Optimization (SEO)

SEO is the process of using Google analytics to determine what keywords and search phrases are most commonly searched. This information is then used to make it easier for potential customers to navigate a particular website.

Content Marketing

Content marketing relates to any content used to attract potential buyers. It can include many different mediums, but some of the most common are videos, blogs, articles, podcasts, whitepapers, case studies, or e-books. Digital marketers work to produce content like this to help sell their brand.

Data & Analytics

Data and analytics are essential to market on a digital level effectively. By tracking reports, surveys, and key performance indicators, digital marketers can determine what kind of marketing strategy works best and what doesn’t.

StickyLeads

Does your small business have a digital marketer? StickyLeads can help. Our digital advertising experts can recommend the most effective way to use digital platforms to expand your business. Contact us at 757-390-0748 and see what we can do for you.

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What Causes A High Bounce Rate In 2021?

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What Causes A High Bounce Rate In 2021?

Starting a new endeavor is always stressful. There are a lot of risks involved, and failure is never fun. Unfortunately, landing page bounce (i.e., people looking at the page and leaving without clicking anywhere else) is the bane of online businesses and services. It’s the internet equivalent of someone seeing an ad in a newspaper, coming into the store, glancing around for a moment, and leaving. Even though Google AdWords is a powerful tool, high bounce rates can happen if not appropriately used.

Google AdWords and Bounce Rates

The internet is such a vast place – bounces are expected to happen now and then because not everyone showing up will want to make use of the site. However, a high bounce rate and lack of conversions from Google Ads should be a cause for concern. Knowing what causes a high bounce rate is the first step towards fixing the problem.

Website Types

The bounce rate is calculated as a percentage point, so a high bounce rate is not ideal, especially for pages with a lot of traffic. That said, the bounce rate can depend on the site itself. Blogs, for example, tend to have a relatively high bounce rate. Service sites, in contrast, usually have a bounce rate of around thirty percent. So a high bounce rate on a blog isn’t immediately concerning, but one for service companies and products can cause worry.

Landing Page

A significant reason for a high bounce rate is the lack of relevant material. Landing pages should be focused on the goals and products or services the company provides. Blogs can get away with a high bounce rate because of numerous or vague Google AdWords. A service site that isn’t clear about its offerings won’t convert well.

Loading Time

Slow load times can also deter people. If the landing page takes forever to load, visitors are unlikely to keep looking around the site, especially on mobile devices. Low loading speeds these days are measured in mere seconds, as modern users don’t have the patience of dial-up users from the past. A loading period of ten seconds can create a massive bounce rate, so make sure the landing page is fast by keeping videos and high-quality images to a minimum.

Page Layout

As well as being direct and full of relevant material, the page’s layout should also be straightforward. A flashy, confusing design takes time to load and can deter people from wanting to investigate further. On the other hand, a direct, clean landing page with relevant information can go a long way to preventing a high bounce rate.

StickyLeads

Is your landing page getting the results you desire? Is Google AdWords working for you? If not, StickyLeads can help. Our experts can review your ads and landing page and recommend changes to reduce bounces rates and increase conversions. Call us at 757-390-0748 and see what we can do for you.

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How Are The Best Landing Pages Built?

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How Are The Best Landing Pages Built?

Landing pages are a vital component for any online entity. Whether a blog, a massive international corporation, or a local town shop, landing pages are people’s first, actual look at a company or service and what they offer. While ads and signs give a cursory view, landing pages are the internet equivalent of an interview. If ads are the first impression, a landing page is an introduction. That means, for the landing page to be successful, it needs to take into account ad design and creative components to stand out from the crowd.

At the same time, the page also needs to be practical, straightforward, and easy to navigate. A landing page needs not only to look good, but it also needs to be good at what it does – clearly laying out the concepts, services, or beliefs of whatever or whomever the page is serving.

Landing Pages: Ad Design & Creative Content

Building a Landing Page

Those who build the landing page need to take their client’s needs into account. The builder might have their vision for the page, but the client’s needs come first, and bringing the two concepts together is another aspect of ad design and creative control. It’s also important to keep branding in mind. Companies, even small ones, tend to be associated with their logo or catchphrase. Consistent branding is how people identify specific products or services with a company, which is why it’s so important.

Images

Exceptional imagery is a great way to reinforce branding. While too many images or pictures can clutter a landing page, a few of them can provide insight that color and words alone can’t. A picture is worth a thousand words is a tried and true marketing trick for a reason.

Reviews

Along with images, the best landing pages usually have a few reviews and a link to more. Companies like to point out when they’ve done an exceptional job because it builds new customer confidence. Good reviews not only help the landing page look better, but they also help with ad design and creative thinking when it comes to marketing.

Audience

Knowing their target audience is as important as knowing the branding and core message when it comes to building landing pages for others. In addition, target audience knowledge will assist with selecting the style and look of the landing page to capture and hold that audience’s interest.

Landing pages can be complex or straightforward, but they should all easily convey the core message, brand identity, and product or service available. People mustn’t be confused when they visit, and they must find what they are looking for quickly and easily.

StickyLeads

Do you need help with ad design & creative content for your landing page? StickyLeads can help. Our experts can review and recommend changes to your landing page to deliver the results you desire. Contact us at 757-390-0748 and see what we can do for you.

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What Is Audience Research And Why Do You Need To Do It?

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What Is Audience Research And Why Do You Need To Do It?

The secret to great marketing is knowing your audience. And that means the finer details of your target demographic, not simply shouting in a public square at anyone walking by. Your landing page is intended to grab the attention and engage that passerby. Therefore, your landing page creation has to be crafted carefully to be successful.

Landing Page Creation

Broad-Based Campaigns

A broadly-based campaign rarely leads to success because the message does not speak to any particular audience’s needs, pain points, dreams, or aspirations. In other words, general marketing strategies find it difficult to land their message simply because there is no message. When trying to appeal to the broadest coalition possible, the results are a generic, untargeted campaign that neither delivers nor inspires. To get the most bang for your buck, you need to know your audience, and for that process, you need to conduct audience research during the process of landing page creation.

We have five suggestions on how you can do just that. These methods will result in a deeper understanding of your customer base and give you the tools necessary to craft compelling marketing campaigns that meet project goals and deliver value to your firm.

Customer Demographic Research

To understand your target cohort, you need to know a bit about them. You can obtain this information through thorough demographic research. This information will let you know who your customer is, broadly speaking and what motivates them to purchase – or ignore you entirely. You can then tailor your campaigns to appeal to these groups. That’s right, groups. This process will not only tell you about your audience in general terms but will also help you identify different cohorts within it for even more fine-tuned marketing campaigns.

Social Media Trends and Analysis

If you want to know what people are talking about, you should join the conversation. That’s social media in a nutshell, and it will help you identify market trends and take advantage of them as they emerge. This second benefit cannot be understated. Successfully identifying market pivots and shifts will position you to reap the benefits and help you avoid any potential pitfalls that might arise because of such movements.

Benchmarking Competitors

Why beat them when you can join them and then beat them at their own game? If you’re having a hard time finding a strategy that works, or you don’t know what’s suitable for your niche, study a successful competitor’s moves and imitate them as much as possible. Benchmarking the competition in terms of products, prices, and marketing campaigns is nothing new, but it is much easier now, thanks to all of the information the Internet provides us. So, if you find your team is stuck in a rut, find some inspiration from your nearest competitor.

Utilizing Website Analytics

One of the most significant sources of demographic information that you have at your fingertips is your website analytics. This information tells you what people are searching for on the web and where they are going once they reach your website. Use this information to tailor your marketing message and adapt your website to these emerging, relevant trends.

Audience Research Tools

Beyond your website itself, you can research your target cohort using various web-based audience research tools. Like analytics, this data gives you a deep insight into who you are marketing to and helps you develop and refine what works.

StickyLeads

Do you need help identifying your target audience and incorporating that into your landing page? StickyLeads can help. Our experts can help you with landing page creation using audience research tools. Contact us at 757-390-0748 and see what we can do for you.

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Writing Better Landing Page Copy In 2021

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Writing Better Landing Page Copy In 2021

Let’s face it – in the fast-paced world of business, you have a limited amount of time to convince someone to make a purchase, and, on the Internet, the competition is fierce. Landing pages, ad design, & creative content all need to come together to impact the reader, but they often fail to do just that. Usually, this is because of a range of issues, including failure to inform, explain, convince, or solve a particular problem the customer is having. Landing pages, in particular, have fallen into the trap of utilizing keyword-heavy language, lingo-filled descriptions, and other powerful SEO tactics that fail to do the primary task of selling the product in question.

Gone are the days of using the right keywords and placing ads on the best target phrases; now, we’re back to good, old-fashioned marketing prowess. We have four suggestions to consider to help you hone your skills and write improved landing page copy in 2021.

Ad Design & Creative Content

Tell a Story

When people arrive at your landing page, what do they find? Is it a laundry list of benefits? A detailed accounting of what you will and won’t do for the customer and at what price? A keyword-heavy mass of text meant to bring in Google, but after that, who knows?

The best landing pages tell stories. Why? Because the products that matter to consumers help them solve life issues, achieve goals, or bring them joy. In other words, there’s always a story. So whether it is the success others have with the product or how effective it is at achieving a specific objective, you need to outline your landing page with a narrative that makes the reader intrigued and compels them to read the rest and complete the desired action.

Ditch Lingo

Lingo is excellent for establishing a rapport within a marketing cohort; outside of that, it is isolating and off-putting for people not in the know. The problem with jargon is that SEO tends to favor it, and that’s an issue since most consumers either don’t know it or, if they do, aren’t using those terms in searches. Therefore, you need to keep your audience in mind when crafting your text.

If a lingo-heavy, jargon-ridden piece makes sense, it is likely directed to a group of people familiar with your company and products. For the rest of the world, employ a universal approach that weaves in keywords, slang, and natural speech in an effective way that illuminates and gives the customer actionable information about the product or service.

Use Numbers and Evidence

For some people, a compelling story is enough. For others, cold, hard numbers speak volumes. If you can effectively use numbers on your landing page to tell a compelling story and outline why the reader should perform the desired action, you would be remiss if you left these figures out of your text. Anecdotal evidence is significant, but numbers are proof positive of whatever the landing page is selling.

Action Words and Phrases

Don’t forget to utilize actions words and phrases such as calls to action to prompt your reader to sign up, buy, or otherwise complete a task. Unfortunately, when crafting an SEO landing page, calls to action can sometimes get lost in the noise. The words and phrases should not only prepare the reader mentally to do something but also underpin the benefits you’ve outlined in the landing page itself.

StickyLeads

Is your landing page doing the job? Are viewers completing a call to action? If not, StickyLeads can help. Our experts can review your landing page and recommend changes to ad design & creative content that will increase business. Call us at 757-390-0748 and see what we can do for you.

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A Few Ways Your Ad Budget Could Be Unknowingly Going To Waste

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A Few Ways Your Ad Budget Could Be Unknowingly Going To Waste

Nowadays, paid marketing strategies can have veteran marketers spending more than planned without realizing it because factors in the ad world change over time. Here are common ways many companies’ ad budgets could unknowingly be going to waste.

Google AdWords: Wasteful Practices to Watch

Directing Part of the Budget Towards Bad Search Terms

Misdirecting funds arise when marketers fail to see the difference between search terms and keywords. If you fail to understand keyword match types or misapply them accidentally, you might end up spending more of your ad budget than you intended.

What you can do: You want to avoid this scenario by running a search term report to identify the search terms that are not relevant, then filter those keywords out of your list.

Accidentally Spending on Wrong Locations

There are two main types of geographical ad categories: physical and location of interest. Physical location means that your ads appear to people who reside in that particular area, while “location of interest” implies ads appear to people who have searched for that location. If you want the first category but end up with the second or both, you will spend more money than intended.

What you can do: Employ the strategies of User Locations Report in Google AdWords to help you know the type of location that your ads triggered. Then, after gathering information about the unintended areas, change the setting to the one you desire.

Not Choosing the Correct Network

If you are not careful, your ads will go with the network target in the default settings. Therefore, it is essential to choose the right setting to avoid targeting accidental networks. Unfortunately, this can result in you spending up to 50 percent of your budget on traffic, resulting in zero conversions for your business—what a waste.

What you can do: Check if you have accidentally targeted the wrong network. You can segment your ads for specific networks. Once the segmentation is achieved, identify the correct settings and the best way for optimization. If you notice that some traffic is emanating from unintended networks, change the default settings.

StickyLeads

Do you need help optimizing the results from your Google AdWords? Contact StickyLeads. Our experts will review your settings and recommend changes to get the best results. Call us at 757-390-0748 and see what we can do for you.

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Pay-Per-Click: Adjusting Your Paid Advertising Campaigns During A Downtime

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Pay-Per-Click: Adjusting Your Paid Advertising Campaigns During A Downtime

Business isn’t just about being the first on the scene; it’s also about knowing how to pivot and adapt when conditions change, especially during times of economic upheaval. Businesses most accustomed to moving out of the way of the oncoming train of an economic downturn are likely to survive.

Even so, it is still somewhat challenging to break out of old patterns and discard bad habits. One of these might be a set-it-and-forget-it marketing budget. Yet, as the COVID-19 pandemic demonstrated, having a flexible, adaptable approach to budgeting and business strategy will do more favors in the long run than trying to uphold some marketing dogma.

Adjusting a firm’s pay-per-click advertising strategy during times of economic downturn is essential for success and necessary for survival.

Pay-Per-Click: Determining Strategy

There are three things to keep in mind when attempting to adjust a company’s marketing strategy: The assumptions that went into the plan, how the current economic situation impacted that outline, and some broader market trends in the niche.

Coherent Plan

The company will want to craft a strategy that harmonizes these three points into one coherent game plan for current conditions. It is important to keep historical and broader trends in mind because it may clarify whether this marketing plan was out of date, too bold, or misaligned to start.

Flexible and Adaptable

Beyond that, companies must tailor their plans to be flexible and adaptable to current economic conditions. Here, management has to ask itself whether it is more critical for the company to maintain business volume or profitability.

Growth Opportunities

Typically, businesses can increase the volume of revenue they receive at the expense of profitability though this strategy may not work for every firm. The key to the first strategy is to locate and harness growth opportunities in the current market. In contrast, the second strategy relies upon a balancing act of maintaining just enough business to stay profitable and grow.

Market Necessities

There is no “right” or “wrong” strategy in these instances, but rather, the necessities of the market should tilt the scales in favor of either one. For example, businesses operating with less human capital than they did one year ago will find it challenging to handle increased business volume; thus, securing profitability at a lower rate of activity would make more sense in this case. It also helps to be proactive in meeting market conditions as they emerge rather than waiting for events to happen or, worse yet, overtake you.

StickyLeads

Has your marketing strategy been working through the pandemic? Some businesses suffered greatly. Now is the time to rethink your approach to come back strong. StickyLeads can help. Our pay-per-click marketing experts can help you get the biggest bang for your marketing dollars. Call us at 757-390-0748 and see what we can do for you.

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Pay-Per-Click: Mistakes To Avoid Using Google AdWords

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Pay-Per-Click: Mistakes To Avoid Using Google AdWords

Pay-Per-Click (PPC) is an online marketing model. Google AdWords is the PPC service offered by Google. Most businesses deploy PPC to promote their content, website, and brand by targeting specific keywords to generate leads or traffic. Google AdWords makes it possible for people to see a business’s ad when searching Google. Therefore, knowing how to use AdWords effectively is a great asset.

Pay-Per-Click: Avoid Common Mistakes

Here are some of the common mistakes made by businesses using Google AdWords.

Keyword Stuffing

Using too many keywords is by far one of the most common mistakes people make. This mistake happens in the ad group section where Google wants you to compile keywords that have similar themes. So, for example, if the keywords are all doctor themes, instead of using terms like neurology doctor, pediatric doctor, or dermatology doctor, opt for a more specific ad group to allow more control. An example of that would be: [Neurology Doctor], [Neurology Doctor California], “Neurology Doctor,” +Neurology+Doctor+California.

Know the exact keywords you’re spending on, create a spectacular landing page that’ll match your ad, and make your ads precise.

One Ad Per Group

Having one ad is a disaster – never do that. No less than three ads per group are recommended because it allows testing multiple ads to see which ones generate the best results.

Emotionless Ad Copy

Sterile ad copy falls flat. Emotional triggers are essential while writing ad copy. For example, if you are promoting a pet product, adding a phrase like, “Pets are our best companions” or “people who genuinely love their pets…” will grab your audience’s attention. An emotional trigger is always a win-win.

No Call to Action

What specific actions do you want your target audience to take when they view your Pay-per-click ads? Tell them. “Contact us here,” “Download this coupon,” “Click here to…” are some excellent examples. Never assume – always add a Call-To-Action.

Not Separating Display and Search Ads

Advertisers conversant with pay-per-click campaigns know that they must always separate display ads from search ads because they are not the same thing. People come across search ads when they are already looking for your product and see display ads because they were targeted after watching a video, reading emails, or browsing the web. Knowing the difference will allow you to develop a strategy best for your company. To avoid this error, uncheck the box by default while setting up your ads.

StickyLeads

Do you need some more help using Google AdWords? Contact StickyLeads. Our pay-per-click experts can recommend the most efficient and effective way to use this advertising tool. Call us at 757-390-0748 and find out what we can do for you.

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Why Is Reputation Management Important For Every Business?

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Why Is Reputation Management Important For Every Business?

Several fundamental truths apply to every business. First, products and services are every company’s lifeline. Second, every business has a brand and brand reputation matters. But what is the importance of reputation to an organization, and how can reputation management services help?

Reputation Management Services

What is Reputation?

Reputation is how customers, society, employees, stakeholders, and the public view a company or individual. Reputation is relatively abstract; thus, it is measured on a qualitative scale ranging from good to bad. Since reputation is based on opinion, different factors influence reputation, including actions, statements, associations, social media, third-party commentary, and Google search results.

The Importance of Good Reputation

In this era of the internet, a good reputation is vital to your business. Reputation spreads like wildfire on the internet. Take a look at your marketing strategy, for example. You have a paid team who buys ads on multiple mediums, from print to digital to broadcast to display. Your PR team sends out press releases to drum up interest in your products and services. You then invest in quality public relations to get top-notch brand mentions.

All these efforts drive consumers to Google. What the potential customers discover on Google shapes their opinion of your brand. If it is in line with your brand and positive messaging, you amplify your marketing efforts. However, off-brand, irrelevant, or negative Google results can cause your return on investments to decline.

Brand Perception

Online reputation will affect your offline brand perception. While it is easy to dismiss what happens online as unimportant to your daily operations, your online reputation significantly affects offline brand perception. Half of the consumers question your brand’s competency if you have negative reviews. In addition, 95% of customers browse online, searching for ratings and reviews before committing to a purchase, which means if you have negative reviews and low ratings, you will most likely lose the client.

Company Reputation

Even job seekers are wary of companies with bad reputations. The majority (69%) of job seekers would choose to remain jobless than take a job in a company with a bad reputation. More than 50% of executives believe that reducing unfavorable search results drives up revenue growth.

Seek Help

Online brand reputation is crucial as it impacts real-life behavior. For this, it is essential to seek reputation management services if you are worried about declining profits. Company reputation is a critical asset. Reputation management services providers understand that search results are curated by algorithms that use hundreds of ranking signals. These companies know how to leverage these signals and influence what appears for your brand’s search queries improving your reputation.

StickyLeads

How’s your company’s reputation? Could it be improved? StickyLeads can help. Our reputation management services will guide you through handling a slump in sales due to bad reviews or how to boost your brand’s perception. Contact us at 757-390-0748 and see what we can do for you.

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Scaling Your PPC Campaign Without Sacrificing ROI

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Scaling Your PPC Campaign Without Sacrificing ROI

For most business people scaling of any kind may seem very straightforward. With PPC campaigns, it may look as simple as adding a few parameters and adjusting the budget accordingly. But is it?

Google AdWords: Scaling

Running geo-targeted, local PPC campaigns on Google AdWords is a no-brainer to most people. When done well, a positive return on investment (ROI) is to be expected. However, watching a previously successful campaign lose all its profitability when attempting to scale is very disheartening. By implementing proper strategies and tools, running a Google AdWords campaign in many locations with multiple ads can succeed without ROI ever taking a hit.

Having Location-Specific Ad Groups

It is crucial to have a breakdown of your campaigns. With these geo-focused ad categorizations, it is easier to see how different searches perform in various locations. In addition, with this step-back view of the campaign, it becomes much more intuitive to determine what needs optimization. The overall result is a scaling effort that works best for the business.

Having Keyword Themes

Have a message that matches the search intent of the paid audience in the Google AdWords PPC campaign. Then, incorporate the buyer’s journey into each theme, with everything taking its overall spot in your blanket PPC strategy.

Has the client made a decision? If so, they should be targeted as people with their minds already made up. If the client is still considering, have a campaign section that targets what the client is searching for. Again, prospects at the very beginning of their journey should be treated differently from the previous two.

Improving on Perceived Potential

Some areas of existing campaigns strategies offer good starting points for scaling. For example, some PPC campaigns may be limited by budget, and a financial injection may be the only thing required to bump up the ROI. Google offers information on campaigns that have a limited budget. Increasing funding and running times for such campaigns is an excellent place to start scaling without negatively affecting ROI.

New Campaigns

Adding new campaigns to an existing strategy allows one to scale without affecting current campaigns directly. Any unimplemented ideas or areas that were not previously marketed can be added, and if successful, become part of the core Google AdWords PPC campaign.

StickyLeads

Is your business ready to scale up your Google AdWords campaign? StickyLeads can help. Our ad experts can help you scale up your advertising campaign without surrendering any ROI. Call us at 757-390-0748 and see what we can do for you.

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How To Write The Best Copy For Google AdWords

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How To Write The Best Copy For Google AdWords

The foremost consideration to be made when creating ad copy for Google AdWords is the target audience. After all, that’s who the business needs to attract as clients. Therefore, if the ad copy is clear and concise, the effectiveness of the ad is bound to be high.

Google AdWords: Crafting Copy

Crafting ad copy should be determined by Google AdWords best practices and the human element in equal measure. Ad copy should consider every step from the initial query to the landing page, taking the potential customer journey into account.

Strategic Keyword Placement

Keywords should match the search queries. Whenever ad copy matches a searcher’s keywords, they are more likely to interact with the ad. Keyword placement is not an exact science, so running control tests is sometimes essential to determine what arrangement has the most promising outcome. Using keywords in H1 is always an excellent place to start. Placing keywords in the ad descriptions is a viable alternative.

Always Include a Call-To-Action (CTA)

Include the desired action from the target audience in the ad copy. That is the purpose of the ad. Whether making a purchase, subscribing to a newsletter, or leaving some feedback, it is vital to direct the viewers on some action. This way, viewers not interested in the purpose of your ad will not click, saving you on click costs.

Maintain Consistency between the CTA and Landing Page

Inconsistency is an easy and probable way of losing all leads received from a Google AdWords campaign. When an ad is clicked, the visitor always has expectations of what they will find on the landing page. If those expectations are not met, the visitor’s journey is bound to come to an abrupt end. For example, if the CTA is a purchase, the landing page should have the ‘Buy’ button ready to be clicked.

Review the Ad Copy from the Customer’s Perspective

It is essential to review ad copy from a fresh perspective or with a different set of eyes. For example, is the language on the ad appealing? Would the creator of the ad copy be intrigued by it? Is there a flow to the text in the copy, or is it just a bunch of keywords? Does the landing page line up with the ad? When these questions are answered, it is easy to know whether the Google AdWords copy will work or not.

StickyLeads

Does your business need help to develop compelling ad copy for Google AdWords? StickyLeads can help. Our ad experts can help you create ads that will boost your business. Contact us today at 757-390-0748 and see what we can do for you.

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SEO vs. SEM - What Is The Difference?

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SEO vs. SEM - What Is The Difference?

When it comes to online marketing, some folks are willing to utilize every trade trick to help generate business. However, marketing can be challenging to direct and can also get expensive. Fortunately, there are cost-effective marketing strategies and also times when a more significant investment can pay off. Whether to pay for advertising or not can vary based on a company’s needs and budgets.

The most common online advertising methods are search engine marketing (SEM) and search engine optimization (SEO). The main difference between the two is the cost. Though both have the initial cost for advertising materials, such as articles or ads, SEO is free, and SEM is not.

Search Engine Marketing

SEM uses paid strategies to generate marketing interest, and thus, sales. Boosts to visibility are search results, ad sponsors, and click-through ads are good examples of SEM. Search engine marketing can be very effective, but it can also grow costly. If those costs don’t create sales, then the money is wasted.

Search Engine Optimization

SEO, on the other hand, is free beyond the initial advertising investment. SEO organically generates views and growth by using keywords and phrases to increase and improve results in online searches. The main downside to SEO is that it tends to be more long-term, so immediate effects are usually limited at first. SEM can be quicker, but the long-term gains are more dependent on sales because of the costs involved.

Which to Use?

Both SEM and SEO have their uses and risks. SEM can garner fast results that cast a wide net, but with the costs involved, if sales don’t keep pace with the expenses, it ends up not being worth it. Generally, the costs are low, but depending on a company’s resources and budgetary needs, it can matter. SEO is free and great for long-term growth, and the net can be broad or narrow as needed. The development is also organic and natural, so it tends to keep going and snowball as long as the keywords and phrases are relevant. SEO isn’t affected by budgetary changes and needs, so it can continue to be effective, whereas SEM stops working when the paid marketing stops.

Each of these have their uses. The two can also complement each other, with SEO boosting the effects of search engine marketing. What works for a company will depend on their budgets, services, and long versus short term marketing needs.

StickyLeads

Are you still confused about the difference between SEM and SEO or how to use them effectively? StickyLeads can help. Our experts will review your needs and budget and recommend the best combination for your business. Contact us at 757-390-0748 and see what we can do for you.

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Where Are Marketing Budgets Heading Post-Covid?

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Where Are Marketing Budgets Heading Post-Covid?

The impact of the Covid19 pandemic on businesses is one that almost no one saw coming. As with previous pandemics, the effects seemed to have favored some companies while leaving others relying on their ability to adapt. For instance, in 2020, there was a sudden surge in demand for voice and video conferencing platforms like Zoom and Skype. Online shopping also grew because most people were “locked” inside their homes.

Advertising Budgets

In projecting what the marketing budget post-covid would be like for businesses, we can reflect on how advertising evolved after the close of previous pandemics. While we cannot use that as a yardstick for the present Covid19 pandemic, one thing is sure: advertisers need to embrace digital services and find new ways to engage with the public.

The good news is that everything is already indicating that this economic slump will be short-lived. We will be back to normal and performing better than before soon.

The Personal Approach

One of the approaches that we are already witnessing is from an emotional and emphatic messaging standpoint. We’ve seen advertisers emphasize the “we are all in this together” approach to give people a sense of belonging and oneness despite the social distancing rule.

Customers are also responding to personal and organic content on social media, and for advertisers that are deploying this approach consistently in these times, the results are evident.

According to a LinkedIn report, during the Great Recession in 2008, customers responded better to advertising efforts that reflected a helpful and community development mindset. This sympathetic approach always seems to win the hearts of many customers, especially when it’s backed up by resources to promote charity, public health, and other sensitive areas that involve people. Therefore, there’s a high chance that this data will influence marketing budgets post-covid.

Other Directions Marketing Budget is Likely to Head For Post-Covid

Some newer advertising platforms were easily adaptable to the problems presented by the Covid19 pandemic, but sadly, older forms of advertising like billboards and TV saw a decline of up to 33%.

A LinkedIn report revealed that search advertising grew by a whopping 34%, while organic social content took an upward turn of about 56%. Online video grew by 44%, and to crown it, all marketers who attested to an investment in webinars recorded up to 67% exponential growth.

Continued Growth

Hence, it’s no surprise at all that there’s still a projection for more growth of Ad spend in 2021, and traditional marketing might have to give way to digital marketing, more than we’ve ever seen before.

StickyLeads

It’s not too late to join the bandwagon of Strategic Digital advertising since there’s a high indication that it’ll flourish even more post-covid. And StickyLeads can help you increase the outcome for every dollar invested in your digital advertising efforts. Contact us at 757-390-0748 and see what we can do for you.

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What's The Deal With Mobile-First Indexing?

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What's The Deal With Mobile-First Indexing?

Google now bases site rankings only on the mobile version—and it’s easy to see why. Over the last few years, Google has demonstrated deliberate efforts to make websites more mobile-friendly owing to behavior trends. According to Statista, mobile devices accounted for more than 60% of Google search engine visits in 2019—up from 34% in 2014. As more people rely on their smartphones to navigate the internet, Google believes that websites need to reflect the trend.

Website Conversion & Mobile-First Indexing

Mobile-first indexing is the latest development in Google’s push towards making the internet more mobile-friendly. But what does it mean for website conversions? And what should site owners do about it?

What is Mobile-First Indexing?

As the name implies, mobile-first indexing means that Google will use the mobile version of a site as the starting point to determine rankings. Although the move was widely implemented in March 2021, it’s nothing new. Any site created after July 1, 2019, has mobile-first indexing enabled by default. (Please Note: This does not necessarily mean that having a mobile version is a must—but it’s highly recommended for improved website conversion.) Google will still use the same index to show the most relevant URL (mobile or desktop) for a search query. The only change is in Googlebot’s prioritization when crawling and indexing pages.

What Next? – Best Practices to Improve Website Conversion

The switch to mobile-first indexing is automatic and doesn’t require any action on your part. However, site owners are advised to take any necessary measures to optimize their websites to leverage this update to Google’s algorithm. Here are some suggestions to consider for better website conversion in the future.

Responsive web design is the way to go. The content of a website should adapt seamlessly to the different window sizes and screens.

The content in mobile versions and desktop versions of a website should be identical, including links, videos, images, titles/descriptions, structured data, meta tags, and even the error page status.

Check and optimize mobile performance—including page load time and quality of images/videos.

StickyLeads

Generally, site owners must ensure that their websites are mobile-friendly and they index well. An excellent place to start is to review the mobile friendliness of your site. (Click here for the test link.) But keep in mind that there are tons of other factors necessary for improved website conversion—and StickyLeads can help. Our team of digital marketing experts leverages the best practices and latest developments in the industry for your success. Contact us at 757-390-0748.

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Trends In Ecommerce Automation

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Trends In Ecommerce Automation

More and more, automation is taking over jobs and tasks formerly handled by people. While this trend is unfortunate for some, the benefits, for many, often outweigh the downsides. Reduced labor costs and faster production are strong inducements to automate. Not every business can do that, however. For some, it’s the cost of transition, while others don’t want to remove the human touch from their operations.

Website Conversion Strategy

One field that must carefully toe the line between automation and humanity is eCommerce. Due to the COVID-19 pandemic, many businesses shifted to online business, either partially or entirely, to stay afloat. Greater reliance on internet-based sales means less need for employees. With companies looking for website conversion to better handle eCommerce, there’s already the loss of the personal touch.

The Personal Touch

Many people buying online don’t care much about human interaction, and in fact, may be looking to avoid it. Still, little touches can add a bit of humanity back into eCommerce without bothering customers who would rather not deal with people. Actual people, meanwhile, can handle chats, messages, or phone services to deal with inquiries quickly. Some companies prefer to use chatbots to automate their eCommerce further, but chatbots cannot answer all customer inquiries, and many consumers find them quite irritating.

People responding right away to customer queries and problems are always an excellent boost for customer retention, interaction, and public relations. On the other side of the coin, streamlining the eCommerce site for the shoppers can help improve speed and interactivity without involving too many people.

Automation’s Best Use

Ideally, automation should handle the simple everyday tasks of an eCommerce company. At the same time, people should focus on delivery fulfillment, customer service, and other such features where having a decision-making person handy is a good idea. Another benefit of automation is the synchronization of various aspects of the business. With human oversight, such automation consolidation can improve production and support time and help reduce costs.

Balancing Automation & People

The line between automation and humanity is a careful one that many companies have difficulty balancing. This balance is essential for businesses that have switched to eCommerce to survive the pandemic. Whether wholly or in part, a human touch needs to be included for those who desire it, while automated interaction is a choice for those who prefer to avoid people when dealing with online efforts. It is a delicate balance, but one that can pay off if handled correctly.

StickyLeads

Is your business moving online or having a more prominent presence there? Are you looking for more significant website conversions while keeping a personal touch? StickyLeads can help. Our experts will help you find the best balance between automation and personnel for your business. Call us at 757-390-0748.