25
Nov

Types of Display Advertising

Display advertising in the social media market can be very lucrative with the right positioning. The key is to understand the types of display advertising and how to match it strategically to your service or product. Having this knowledge will help if you are looking to DIY or hire a marketing professional.

Search Results Display Advertising

Most likely you’re wondering how to get your ad displayed when people are performing internet searches on products or services similar to yours. One of the ways to do this is become savvy about using Google AdWords. This is a paid Google advertising tool. When someone clicks on your ad, you pay Google. The term used is pay-per-click (PPC).

The complication arises with SEO practices and creating marketable key words on your website’s landing pages. The great news is that Google makes available training and best practices on how to optimize display advertising.

Google is not the only search engine for display advertising. Bing has a similar PPC option as well. You should know the market that you want to reach and your demographics, then choose the search engine that fits best. Of course pricing and budget will factor into your decision as well.

Facebook Ad Platform      

Facebook has several options for display advertising that go beyond the PPC option and offer customizable solutions. Of course, there’s the basic no-cost option of simply signing up for a Facebook Page. If you are just starting out this is an awesome way to get your feet wet.

Many businesses don’t take full advantage of using Facebook’s free page to create advertising messages and information that’s readily available.

But this is only a start. The display ads that you see on the left side of your Facebook page are paid targeted advertisements. The team at Facebook will lend a helping hand on the creative side to help you produce ads that work. Thirty-eight percent of their ads reach the intended audience with a success rate of eighty-nine percent, and they have several additional platforms to choose from that are worth looking into.

Banner and Retargeting Ads

Some display ads mirror the same process as traditional newspaper ads. Advertisers partner with website marketers for ad placement on third party websites. Often banner ads have nothing to do with the website and these tend to be more of a fishing expedition. When using a banner ad, ask for data and statistics so that you can make an intelligent decision and not waste a lot of money.

If you have ever just shopped for a tooth whitener and then gone to AutoZone looking for a new battery and wondered why a tooth whitener ad popped-up, this is using the concept of ad retargeting. When someone visits a website looking for a product, a retargeting campaign cookie is attached to users, and it follows them to the next website reminding them of the product they just reviewed. As you have probably guessed, this type of display advertising can yield impressive results.

There are more types of display advertising available from the giants of on-line marketing such as Google and Facebook. However, there are many other advertising platforms to choose from. Twitter, Tumblr, Pinterest, and Instagram are just to name a few. If you are looking to create a presence using displaying advertising, you have a wide array of choices and some that are very budget friendly.

20
Nov

Laser Sharp And Deadly Targeted Advertising For Businesses

Targeted advertising for businesses is the perfect catalyst to deliver traffic to your website and inspire customers to take advantage of your products and services. Online paid advertising can make much more of an impact on potential consumers than the manipulation of website content or efforts to improve SEO optimization under some circumstances. It taps into an already interested pool of potential customers who are very willing to consider your business’s products.

Targeted ads will send your prospects right to the website that you’ve worked so hard to create. While Google AdWords is the most popular vehicle to deliver targeted advertising, there are numerous online paid advertising services available for businesses. These services place ads for your business on web search results pages as well as other websites. Some will even put targeted advertisements at the very top of the search results. This strategy can prove to be quite successful for a business that is looking to recruit customers with a need or desire for the product that it sells. Half of the challenge is already accomplished by targeting those who go out of their way to seek out the products or services that the business specializes in.

Business owners and managers who are looking to take advantage of online ads that target a specific group of people should understand some of the strategy’s basic concepts and features. Ad Rank is a number that is created according to a number of unique factors. These include the business’s auction bid, its click through rate, the advertisement’s relevancy etc. Ad position is critical to a successful online marketing campaign. The position of the ad is determined by the Ad Rank. The position speaks to its placement on a web page. An advertisement with an ad position with a low number like “1” will pop up as the first ad on a web page. It’ll be placed towards the top of the page and more people will see and click it. Ads put in less preferential positions will end up on the bottom or sides of the web page.

You can choose to pay for a targeted online advertising according to the number of Internet users who actually click on your advertisements. This is commonly referred to as “pay per click bidding”. Your ad rank will jump if your auction bid is more competitive than that of others. Those with the best bids in terms of the amount they are willing to pay, as well as the quality of their ad, will be able to have their ads placed very highly on the first page(s) of web search engine results. The beauty of this advertising is that you’ll only have to pay a specified premium for each person who actually clicks your ad. This way, you won’t have to pay for an advertising service that doesn’t actually deliver potential customers to your website. Once you take into account the fact that these users are genuinely interested in what your organization provides, you’ll have a true grasp of the magic of targeted advertising.

Once you understand the basics of targeted advertising, you can refine your strategy by taking advantage of Google’s AdWords services. When you tap into its wide ranging features, you’ll be able to see your average ad position and even improve it with the use of Google Analytics. You’ll be empowered to study the actions of those who visit your website as a result of the ads that you strategically placed with your targeted advertising. With this data, you’ll be able to further refine your online marketing strategies to optimize hit rates and consequential sales.

18
Nov

Improving Your Online Marketing Campaign With Retargeting

Online marketing clearly has the upper hand in performance tracking when compared to traditional advertising and marketing methods, due to the accuracy of analytics data. Cost-efficiency is the name of the online marketing game, however, and you don’t need much data to know that your bounce rates and cart abandonment rates aren’t making things easy.

This is where retargeting or remarketing comes into play.

The Case for Retargeting (or Remarketing) is Undeniable

Remarketing is exactly what it sounds like: another attempt at marketing. It’s a method to deliver display ads to users who’ve bounced from your landing pages or abandoned your carts, presenting two distinct advantages:

  • Matching pre-qualified users to the most relevant display ads – After all, they either went to your landing page or almost purchased something. These users were already in your sales funnel and are more susceptible to display ads because they’ve already established interest.
  • Maximizing the efficacy of display ads – On their own, display ads are not very effective for a general populace thanks to a phenomenon called “banner blindness.” Retargeting changes this because each ad served is relevant, bringing value to the users targeted.

Furthermore, if you already use PPC for your online marketing, Google’s AdWords program makes use of retargeting to maximize its ad network. When you set up your My Client Center account and link up your AdWords with Analytics, you’re also setting up the foundations for remarketing.

Cross-Channel via Google is Simply Practical

Activating remarketing via Google means you’re effectively using cross-channel marketing, incorporating multiple channels into an integrated effort. This is another benefit of remarketing: it maximizes your reach.

Remarketing is a standard of many other channels of marketing, including Facebook. Brands have experienced great success using remarketing on Facebook – to the tune of a 400% CTR boost and 10 to 20% conversion increase. Of course, today remarketing is more common. Starting a PPC agency today, you’d immediately factor in remarketing; around five years ago, it just wasn’t as widespread.

Whichever the case, doing cross-channel marketing with Google simply makes sense, especially if you’re a Google Partner, and retargeting is a significantly lucrative effort you need to look into if you haven’t already. Just take a look at some of the strategies you can use:

Use-Cases for an AdWords Retargeting Campaign

We’ll go for some broad campaign examples and drill down from there so you can see how useful remarketing can be:

  • Remarket specific product categories – If you want to boost the sales of specific products or product categories, you can launch a constant effort to remarket to your visitors showing only the above products (better recall).
  • Reach out to failed conversions – It already takes a lot of effort to pull users into your sales funnel so when they fail to convert, don’t give up: use retargeting to pull them back in either by showing the exact same product they showed interest in (dynamic remarketing) or showing something else that’s relevant.
  • Reach out to existing customers – Even if users already converted, you can use remarketing to cross-or up-sell to them. You can even set your campaigns to display ads to them a certain timeframe after they made their purchases to rekindle their interest.

Retargeting is a sound investment, but like understanding PPC quality score (excellent resource about the topic here), you’ll need to get the hang of it. Especially the technical back end stuff. Don’t let that stop you though: a lot of our target market who had second thoughts are just waiting for another nudge.

16
Nov

The Power of Dynamic Remarketing

Dynamic Remarketing empowers businesses to sell products online in an incredibly effective manner. It targets individual customers who’ve already expressed an interest in the company’s products. When shoppers visit the company’s website, their activities are monitored for future dynamic remarketing purposes. These shoppers will be shown ads for the company’s products because they constitute the demographic that is most likely to actually make a purchase.

For example, think of yourself visiting Dick’s sporting goods. You venture out to your local outlet and take a look at their running sneakers, socks, shorts and basketballs. Then imagine leaving the store and being shown ads over the next month that feature the items that you looked at in the store. This is the magic of dynamic remarketing. It displays advertisements according to customers’ established interests.

It’s a win-win scenario for both merchants and customers. Customers are exposed to advertisements that they genuinely have an interest in while merchants are able to market items to a crowd that is likely to buy them. Dynamic remarketing has an unparalleled efficiency as it pinpoints those who’ve displayed an interest in specific products and then remarkets those items to them.

Retailers can retarget everyone who has visited their website, those who visited but didn’t check out specific products, those who added items to their shopping carts but didn’t check out and those who’ve made purchases from the site in the past. All of this customer information is tracked and stored to benefit retailers who’d like to engage in dynamic remarketing efforts.

Google’s Dynamic Remarketing service is a game changer. Before its inception, retargeting was challenging as retargeting options were extremely limited and spending limits were too much of a constraint. Google Dynamic Remarketing represents an overhaul of the system and makes retargeting easily accessible for retailers of any size. It presents an array of features and options like the product recommendation engine that selects ads according to what shoppers have viewed. There’s also an optimized layout feature that empowers merchants to pick from a variety of already built ad templates.

Dynamic remarketing allows retailers to develop complex ad strategies. These ads aren’t limited to strictly presenting the company’s name or brand names in text. Ads can be constructed with images that will boost conversion rates. Studies have shown that product listing ads with graphics produce a better return on investment than ads with merely text. Remarketing ads can even be shown at a higher frequency to certain groups of customers.

For example, a retailer can bid more to place ads in front of shoppers who placed items in their shopping carts but later abandoned them. Specifically targeting these shoppers with dynamic remarketing efforts is prudent because they have a higher conversion rate than other website visitors. Conversely, retailers are also empowered to bid less on shoppers who visited the website but didn’t take the time to view any products. Furthermore, bids can be adjusted according to demographic factors like gender and age to target a very narrow group of shoppers.

Dynamic remarketing ads can also be shown to a particular group of shoppers for a specific period of time. Google cookies follow users for up to 6 months, so retailers can retarget for the time period they desire, whether it’s a month, a week or just a few days. Remarketing efforts can even be capped according to frequency. Retailers can choose to limit the placement of remarketing ads by the day, week or month to determine which are the most effective and also to avoid overexposing customers to the retailer’s products and brands.

14
Nov

SEO Tactical Tips – #14 – Audit and Next Steps

We hope that you enjoyed our Tactical SEO Tips training series and learned from our short video course. If you reached this video and want to make sure you didn’t miss anything, please take a look at the list below of all the videos. We have linked to them, so if you missed any of them or just want to check one topic out again, please do so.
So what is the next step? Please visit our free SEO Audit tool at the link below and get your website audited instantly for free. If you have already received it, feel free to make any updates to your site and try it again at any time to see your improvements.

 

We know that some of the material may be too time intensive, or it may be outside of your comfort zone. If you want some help or just can’t risk the operation of your website making changes yourself, please give us a call to discuss the many options you have.
We are a full service digital marketing agency and we would love to hear from you. You will be surprised at the many options you have available and just how affordable they can be. Ask yourself if you can afford to leave business on the table. We can assure you there is more sales opportunities available and we can help.

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12 Link Analysis
13 Domain Analysis
14 SEO Audit

11
Nov

SEO Tactical Tips – #13 – Domain Analysis

When it comes to ranking a web page, most people never consider their domain. However, this can play a great complimentary role. Search enginges want to share solid web sites that have been around and will stay around for the duration. With that in mind try to get a URL for any website you are developing as early as possible. Also, register it for multiple years to show you are serious. Finally, use quality hosting so that the IP you are on doesn’t share itself with low quality SPAM websites. As a tactical tip make sure to register the URL with Alexa and also add a favicon to your page. You will be glad you did.

 

Domain Authority is one of the most important factors that goes into determining your Search Engine Optimization rankings. This essentially boils down to how trustworthy a search engine thinks your website or page is. This is based on a large number of factors that can be fairly intuitive, as they apply similarly as they would to a business in real life. If a website has been established for a long time, they’re considered more trustworthy. If they have a lot of positive references (in the case of websites, links), especially if these references are themselves considered trustworthy, the website will be seen in that much more positive of a light.

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4 Description Tag
5 Image Analysis
6 Top Keywords
7 Heading Tags
8 Copy Analysis
9 Code Analysis
10 Social Analysis
11 Mobile Analysis
12 Link Analysis
13 Domain Analysis
14 SEO Audit

8
Nov

SEO Tactical Tips – #12 – Link Analysis

How do websites rank? Well it isn’t exactly a difficult question, but it’s execution requires a concerted effort. Websites rank based on how relevant search engines think they are for a given content. We are discussing all the things you can do to set your site up correctly, but one of the major components is how popular your website is online. That is determined by inbound links. In other words, how many people read your information and then shared it’s content through a link online.

 

Always go back to basics. Consider your users and make your content and messages engaging and worth sharing. Try to do things others don’t and make the experience as easy as possible. This will create a diverse linking profile from your audience and you will be rewarded with positioning and traffic. However, don’t just expect the love, share it too. Create relevant outbound links from your site to others with good info for your users. This shows a good ratio of in and out bound links and helps you position. There are more detailed strategies for this and we recommend you give us a call for a free analysis of ways to improve your ranking.

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10 Social Analysis
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12 Link Analysis
13 Domain Analysis
14 SEO Audit

5
Nov

SEO Tactical Tips – #11 – Mobile Analysis

Let’s face it, we have become a mobile world. Almost everyone you know has a smart phone and that isn’t going to change. Gone are the days when having a standard static website is good enough. If you don’t have a responsive mobile compatible website, you are not going to thrive. Make sure users aren’t having to pinch and zoom and having trouble navigating your site. On top of that make sure to have a mobile sitemap and show users on your web page that you have android or apple options if you do. These adjustments go a long way. Now your web page is just a pocket away from your next mobile user.

 

Mobile analysis is becoming more and more crucial to any Search Engine Optimization strategy. The reality of smart phones and tablets as a huge percentage of internet users is here to stay, and websites must adjust to keep up. It’s no longer sufficient to just have a quick mobile version of the site slapped together, you need to make it a priority that your website be an engaging user experience across all platforms and devices. This is mostly key to your human users, but if your site is having problems on mobiel devices, you can be sure that spiders aregoing to be slapping you with penalties quick.

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12 Link Analysis
13 Domain Analysis
14 SEO Audit

2
Nov

SEO Tactical Tips – #10 – Social Analysis

We live in a social world and if you don’t create a robust social media presence, you will be lost in the crowd. It is more important than ever that you make sure you have a Twitter, Facebook, Google + and Youtube page. Of course there are others, and they can be very effective as well. Know your audience and add the most aligned outlets. In addition, create content and promote it through these outlets to achieve engagement that helps your brand. Encourage use and interaction so that you become more relevant and receive more sharing. This promotion can be highly effective and helps you rank higher online and in more places.

 

When trying to program search engine spiders to be good at emulating human behavior, most companies decide to work smarter, not harder. One of the easiest ways for them to evaluate a website is to take cues from actual humans who already are! This means that social trends can be a huge determining factor in the ranking of your site. If a huge amount of people are liking, sharing, plussing, or otherwise engaging with your content, then a search engine spider is going to assume that content is worthwhile and valuable to readers. Since that spider’s ultimate goal is to determine the most relevant content, having actual humans treating your content as relevant is as good as gold.

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Review our entire SEO Tactical Tips Series
1 Page Speed
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3 Title Tag
4 Description Tag
5 Image Analysis
6 Top Keywords
7 Heading Tags
8 Copy Analysis
9 Code Analysis
10 Social Analysis
11 Mobile Analysis
12 Link Analysis
13 Domain Analysis
14 SEO Audit

31
Oct

SEO Tactical Tips – #9 – Code Analysis

With a fast paced world online, coding and standards are changing constantly. However, you can make sure that you use the correct standards by following HTML & W3C standards. These protocols ensure that a consistent web experience can be achieved broadly. Several key factors that have become increasingly important are to make sure you stay away from flash, don’t use inline CSS, and your content to code ratio is low (below 25%). Also try to use schema markups and xml sitemaps for easy web configuration. If you aren’t exactly clear on these stanards, just make sure your web designer is and ask about their proficiency in these areas when engaging on your web project.

 

Code analysis can be one of the most difficult and technical aspects of tackling Search Engine Optimization. The coding is the backbone of your website and serves as the foundation for every other step you take in the development and marketing of your site. A proper coding framework, if done correctly, will be completely invisible to the majority of your users. It’s the kind of thing that most people are used to only seeing when something is going wrong. However, spiders navigate the code of your website as their natural habitat, and they need the code to be as clean, concise, and efficient as possible so that they can do their job easier. The easier you make their job, the more they’re going to like your site, and the higher they’re going to rank it.

You should always work with your development team to ensure that everyone is on the same page from the beginning to the end of your web development, because the most beautiful website in the world can still have its rankings damaged if everything under the hood is a mess.

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Review our entire SEO Tactical Tips Series
1 Page Speed
2 URL
3 Title Tag
4 Description Tag
5 Image Analysis
6 Top Keywords
7 Heading Tags
8 Copy Analysis
9 Code Analysis
10 Social Analysis
11 Mobile Analysis
12 Link Analysis
13 Domain Analysis
14 SEO Audit