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Bad Perceptions about Paid Search (PPC)

by: Dana Chen Fischer 

I have met people who swear that they will never click on the link on the right-hand side of the search results page, because they know those are the sites that pay money for those clicks.

It’s true, Google/Yahoo/Bing and other search engines result pages show paid search listings on a shaded background or on the right-hand side. But statistics data shows that these paid search Ads can be very effective and normally result in a quick and easy way to turn on your lead flow.E5PNPG2Y6DKQ 

Of course, your potential customers are not only searching on their desktop, they are also searching on multiple devices such as tablets and smartphones. In addition, there are other criteria that differentiate searches including the time of day and browser version to name a few. Google is aware of the growing complexity in the ways that your potential customers are searching for your products and services and has recently updated its advertising product, Google AdWords, to reduce the complexities involved in managing multiple campaigns.

New Google AdWords – Enhanced Campaigns

The new feature in Google Adwords called Enhanced Campaigns will make the task of managing all types of campaigns easier. In the past, one had to setup separate campaigns for each digital device and manage the bidding process independently. Now the integrated campaigns can managed across all devices based on parameters such as a prospects’ location, time of day, when a query is to be ran, and the type of device used. The ability to run contextual, multi-device marketing campaigns that can be measured to a granular level can add significant value to paid ad campaigns.

Key benefits include:
  • Ability to integrate and run a single campaign across multiple devices 
  • Create targeted ads based on devices used and location of search
  • Measure the impact of various ads across devices 
For businesses this is great news since paid campaigns will become much more flexible, easier to launch, less time consuming, and best of all, cost-effective.

How to Integrate PPC with Other Digital Marketing Tactics?

To make sure you won’t single out any group of your targeted prospects, your business needs to consider broader digital marketing tactics beyond PPC.
 
Below are a few suggestions:

  1. SEO Strategy: Paid Search Marketing is quick and easy, but attention must still be paid to Search Engine Optimization (SEO) because more than 80% of clicks go to the organic search results links. If your website doesn’t have a position there, your competitors are eating your lunch. Your organic search results landing page will have a measurable impact on your overall strategy. 
  2. Segmented & Targeted advertising: Normally you don’t have much control regarding which page will be listed under the organic search result however, with PPC you can direct search traffic to a specific landing page. This can greatly improve the overall conversion. So if you have specific conversion goals or a call-to-action item, consider this feature from paid search.
  3. Look at Both Paid Search and Organic Search Data Together. Compare data gathered from both your organic and PPC campaigns to understand your buyers’ behaviour and optimize campaign effectiveness.


“Back to School” Basics for Your Online Marketing Efforts

by: Dana Chen Fischer 

online marketingAs our kids go back to school, they may have to catch up on everything they forgot before they can really move forward with the new semester. By the same token, if your company’s digital marketing has been “sleeping in,” it may be time for some schooling in the following areas:

  • Brand identity - Has your online brand become watered down through a few too many new products or unrelated marketing ventures? Do you need to regain the coherent persona you once had? If you’re still a relatively young company, has that persona come together for you yet? You must present a consistent brand across all your media channels.
  • Mobile marketing - We say this a lot, but we’ll say it again: Mobile matters. If you haven’t taken steps to develop a mobile-friendly website, you’re probably losing business to others who have. It’s a smartphone world now, and you need to be there!
  • SEO - Search engine optimization is a moving target, especially when Google keeps changing its methods for computing your online relevance and competitors scramble to one-up each other online. Do you know how to make multimedia channels such as YouTube work in your favor? Do you have someone monitoring your optimization rates?
  • Relevant content - Search engines and prospects both respond to a steady stream of original, relevant content. Do you issue online press releases and feature stories to promote your exciting new events? Do you keep your blog updated with engaging and useful posts?

If your digital marketing fell behind over the summer, make sure it makes the grade by studying up on these important subjects. Or better yet, entrust it to the experts here at NetEdge Marketing. Our skill in all of these areas can help you move your business to the head of the class!

Learn with Google: A Free Education in Online Marketing

by: Dana Chen Fischer 

google free online marketing coursesEver just wish you could get quick, clear, simple answers to some of the not-so-simple principles and methods of marketing a business? If so, we want to tell you about a fantastic new tool you can access anytime to educate yourself on these principles and methods. It's called Learn with Google, and while it's still in beta as of this writing, it already looks like an exciting and incredibly helpful learning opportunity.

Learn with Google consists of a series of short videos presented in simple, down-to-earth terms to help business owners at all levels of experience or knowledge. You can browse dozens of titles, including such basic yet essential topics as "Why does being online matter?" You can pick up valuable instruction on everything from how to choose keywords to what all those fancy AdWords terms mean. (Not surprisingly, the site includes several video modules on how to make more effective use of AdWords or optimize your presence on Google -- and  what business couldn't benefit from that kind of know-how?)  

Let's say you were interested in exactly what goes into developing an online marketing plan. Learn with Google's got you covered. Simply click on "Building your online marketing plan" and in less than 4 minutes you'll receive an excellent introduction to the concepts of setting marketing goals, choosing the most promising online channels for reaching your target market, and making your online presence more attractive to prospective customers.

Learn with Google is like having a marketing library at your fingertips, so take advantage of it by clicking your way to enlightenment. And when you discover that fabulous technique, technology or strategy you'd love to implement in your own marketing, contact us and we'll either help you make it happen or suggest something even more effective for your specific needs!

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