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Over the past year, there has been noticeable uncertainty surrounding the PPC marketing industry. Despite the release of several new advertising features, cost-per-click on search advertising is worryingly high and desktop searches are heading steadily downwards. During this time we’ve seen a large shift from desktop to mobile, and it is negatively affecting digital advertising.  Because of the new focus on mobile rather than desktop, the PPC marketing industry should be prepared to make a few changes in order to win back their audience. Optimizing Ads for Mobile In light of the fact that mobile searches have overtaken desktop searches in at least 10 countries, it is crucial to start optimizing advertisements for mobile visitors. One way to do this is by utilizing the Google AdWords “click to call” button. By using this method of advertisement, the audience is able to connect...

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Many businesses have trouble figuring out how best to use PPC (pay-per-click) in their online marketing. There are several different tips and tricks with varying results, and advertisers also have to figure out when to use PPC and when to turn to SEO for their ad campaigns. Here are some simple ways to make your pay-per-click advertising work for you. PPC Vs SEO Firstly, while you may also incorporate Search Engine Optimization into your marketing, PPC may be a better fit for your company, depending on what it sells. If your business pertains to customers who are looking for a particular product or service, but just don’t know where to get it- then pay-per-click may be the most effective. This will help if you sell specialty items, for instance, that can direct clients to you with specific searches. And if you are...

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While Google AdWords has been going strong for over 15 years now, it’s been announced that the online advertising platform will be completely redesigned. Google plans to make it easier to use and navigate, as well as generally adapt it to modern times- the last revamp of AdWords took place in 2008. While they haven’t been entirely specific on what changes are coming, Google has given a few “sneak peeks” into the updates that will be taking places over the next two years. What's Changing & What's Not For one thing, the functionality and basic campaign processes will not be changing. So don’t worry about your existing marketing campaigns or your understanding of AdWords- Google’s main goal is to change the display and appearance of the program. For instance, Google will be introducing the overview screen, which will be available for all...

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You may be looking to increase your online sales. Some strategies are effective but gradual, long-term methods. Others can be quick, simple changes in your digital marketing. It can be difficult to decide which of these strategies to use for your business, but it’s best to look at several options and try them out, tracking how beneficial they are to your sales.   Focus and Target Some of the faster methods involve ideas like simplifying your website and your online marketing goals. Narrowing down your digital advertising to a singular goal- like more conversions, for example- can help you figure out where to focus your time and money. In addition to narrowing down your goals, it also helps to narrow down the emphasis of your website, especially on the home page. Advertising a lot of different products or services at once can confuse...

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The world of digital marketing is constantly changing. Methods that may not have seemed effective just one or two years ago are now coming to the forefront, and vice-versa. An important example of this is content marketing, where many companies are not investing a lot of time on it to maximize their potential.  Having strong content associated with your business will make you stand out, and is essential in connecting with potential followers. And it’s not too late; there are several effective strategies your company can use to improve its content marketing. Custom(er) Content First, consider what your potential customers might be looking for. If it’s a particular question they might have, how can you make sure that your content answers that question? If a customer has never heard of your company, but they find content on your website that is helpful...

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As times goes by, the world of advertising and marketing changes significantly. One major shift that companies have seen, and that many are still debating over today, revolves around the idea of inbound marketing vs. outbound marketing. But to understand which method of marketing is better and more successful, first you have to distinguish between the two. Outbound Marketing Outbound marketing is often considered more of a “traditional” theme in older advertising. This brand of marketing focuses on message, using commercials, emails, slogans, ads, and etc. to sell a product or service. Rather than cater to more specific demographics or custom audiences, outbound marketing spreads a message far and wide. The goal is to push a product onto as many potential customers as possible, and to get the word out to everyone. Companies do this with automated calls, email blasts, and mass...

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You may already be aware that having a strong social media presence is essential to your web marketing. It can create interaction and community among your customers that will be ultimately successful for business. But when going about the specifics of social media platforms, you may be looking for some strategies. This is where a lot of companies choose to start retargeting their Facebook advertising.   Facebook is a major platform that you should probably begin with when it comes to social media, and there are many ways to specifically reach out to your customers. Using their custom audience options, you can target your ads directly to them, and have a higher conversion rate because of it. This works by seeking out specific groups of people and targeting your content to them. There are a few different types of customers you’ll want...

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In today’s world, the search engine is a powerful force. In fact, a study by Jupiter Research found that 81% of people find the websites they are looking for through a search engine, rather than directly going to a website’s URL. And for companies and businesses, this means that being easily visible on a search results page is crucial to success. For this, most companies turn to search marketing, which comes in two forms- Pay Per Click ads (PPC), and Search Engine Optimization (SEO). But the struggle for a lot of companies is figuring out which method of search marketing is the right one. Paid Search PPC advertising involves the sponsored links at the top of the page, as well as the ads on the side of the page. The keywords in your ad will determine where exactly it goes, but it...

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What is Google Amp? Google has announced that starting on 2/24/2016 they will give preference in mobile search results to pages that are built with its new, speed-oriented tech known as 'Accelerated Mobile Pages', A.K.A AMP. Google AMP works very similar to the way that Facebook's Instant Article tech does. The way FB's Instant Article works is that content from the publisher is embedded on Facebook's server, so that when a user clicks on that article they can read it in its entirety without ever having to leave Facebook.  So, with AMP, content that is optimized correctly will be embedded onto Google's servers, so that users don't have to leave Google to read the news they want. The reason that Google has decided to create and implement this technology is for 2 simple reasons. 1) They want to discourage users from leaving Google...

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Digital marketing is a fairly new area of advertising, and yet it has already been embraced by thousands of companies as one of the most crucial ways to increase sales and gain business. However, it can be difficult to figure out the proper strategies and methods, and some companies are still hesitant to place too much importance on web advertising. Here are just a few of the many ways to ensure an increase in your sales. Connect to Your Customers One of the major benefits of digital marketing is that you are able to directly connect with and appeal to individuals. The customization of the online experience allows you to speak to specific demographics and groups, and to be sure that they have a good experience with your company. This will create a loyalty among your customers and a growing community. One...

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