In the world of Digital Marketing we often accuse people of chasing ‘shiny things.’ New platforms, software and technologies appear at such a rate that devoting equal time and importance to each of them is an impossible task unless you have a staff of hundreds of people with nothing else to do. Picking the right development to commit time and resources to is a key part of success not only for Digital Marketers but also for the businesses they work for or advise. We all recall how many people thought Social Media Marketing could never compete with PPC. Who thought separate mobile websites would beat Responsive Web Design. Marketing Automation is a technology that has been around for a long time and because of this there are many misconceptions about it. Continue reading →
If you haven’t read part 1 of our Common PPC Shortcomings series you can find it here. In our day to day work we find a large amount of PPC ads have similar faults. Often they are the kind of thing someone setting up their own ads wouldn’t think of. This also means these things aren’t asked of an agency so even if you’ve outsourced to a professional you may unfortunately still have these problems present in your PPC campaigns.
Part 2 focuses on extensions. Call Extensions, Sitelink Extensions and Location Extensions. If you’re not sure what any of those are then you need to read on! There’s a good chance you might be losing out because you haven’t asked for these things. The right extensions can have a huge effect on Click Through Rates across the board.
Through our work we often come across Pay Per Click ads that are almost spot on, but one aspect of them is letting them down. Unfortunately one small mistake can have a huge impact on your click-throughs and conversions. Something as simple as having an ad linked to the wrong page can snowball and end up costing you a significant amount of money. We’ve put together this list of 6 of the most common PPC shortcomings we come across. We’ll explain what the problem is and why it is a problem.
Ads Directed to the homepage or wrong page
Imagine if you were looking for a specific restaurant in a city that you aren’t familiar with. If you ask a stranger for directions to the restaurant, but they just send you to the city centre instead, that’s not a good or useful experience. This is a similar experience to when you send a potential customer to your website’s homepage from a PPC ad.
A big change is happening in the Google SERPs! A fortnight ago Google confirmed that they will be removing text ads from the right-hand sidebar on the search results page. The Google sidebar PPC ads have been a feature of AdWords from it’s beginnings in 2000 but very soon they’ll be gone from the desktop version of Google. This will have a number of effects, although there is some disagreement over what they will be, time will tell! Continue reading →
The 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. Continue reading →