cost-effective digital advertising

Cost-Effective Digital Advertising: Quality Marketing with Low Investment

Today, digital marketing has largely evolved and there are a large number of advertising techniques that lend good results and improve business sales. While some techniques work with minimal investments, others demand long-term investment.

It is necessary to understand that digital marketing is a way for branding and increase sales. There are other important aspects of business like infrastructure and employees which demand high monetary investment.

At the same time, the importance of digital advertising in generating leads cannot be ignored. So, a balanced plan for investment or plans with reduced costs help businesses to manage money.

Another aspect is that digital marketing is not a small term process. Strategies must be designed with a long-term outlook. Expensive marketing tools do not help much and in fact, put an extra burden on the business.

SMEs and entrepreneurs are carving a niche for themselves in the competitive digital world today. And they look for cost-effective ways that help them sustain the competition and market their products.

Today, there are a plenty of cost-effective ways you can advertise your business on digital platforms and convert the audience into buyers with smart strategies.

Let us go through the top low-cost digital advertising strategies that can make you a marketing king.

Try Remarketing

Instead of posting too many ads for new targets, design ads and remarket your products and services to people who have already visited your site.

There are huge chances of them turning into productive customers. This will ensure a minimum guaranteed profits and smart utilization of budget.

Create Multi-purpose Content

It is not easy to create separate content for a various digital medium. Make sure to create attractive content that can be tweaked and adjusted to blogs, images, descriptive videos, and infographics.

This can also ensure consistency and availability of content in various forms from which people can select.

Do Not Forget Email Marketing

It is true that most people do not like random emails spamming their inbox with irrelevant information. But this doesn’t make email marketing any less important.

By keeping an eye on audience behavior patterns and interests of the potential audience, you can create classy emails with trustworthy offers and product descriptions. This way, you can send email newsletters with customers’ consent and be on the safer side.

Innovative Social Media Campaigns

Social media offers the most cost-effective ways to get closer to your target audience. Since a lot of people spend much of their time scrolling through the newsfeed on Facebook and other social connectivity sites, businesses will have a large scope to display attractive advertisements.

If Google PPC ads work effectively for retargeting, social media paid posts can have a greater reach. With the help of a social media agency, you can create entertaining and interactive campaigns that increase reliability and loyalty in customers.

Quality of Content

It is true that quality is better than quantity. You do not have to spend a fortune on a number of ads and social media posts every day. But it is important that the limited number of ads or content that you must be useful and productive.

Post some amazing content that gives your audience a hands-on information that allows them to make buying decisions cleverly. Quality content also brings back previous visitors again and again.

search advertising

Is Search Advertising Similar to Display Advertising?

If you think that the search advertising and display advertising are similar, then you are wrong all these days. You might simply think that both the ads are displayed on the internet and appear when you search for something.

But each of them is a separate form of online advertising and has their own importance. In fact, each advertising tool helps your business establishment in different ways.

Also, these advertisements reach the target audience with two different strategies. Depending on the campaign, the requirements of the business, target group and the platform, search advertising or display advertising is selected.

But which advertising tool helps your business? To decide this, it is important to know the meaning and basic differences between them. It is important to know that both the tools are offered by Google ads.

Search Advertising

In search advertising, you can bid on certain keywords for ad placement on the search engines. These search ads are usually placed in the sponsorship sections of the search results.  

When a person types the words related to your keywords, your ad will be displayed on top of the search results. But this can only be achieved with the right bidding strategy and good SEO rank.

These advertisements are useful in targeting the audience who directly search for products or services and show a greater probability of clicks and conversions. It is also known as pay per click (PPC) advertising. Search advertising services can be obtained from a social media agency that provides complete PPC management services.

It is a cost-effective tool of online advertising which ensures maximum reach to the target audience in less time. Search advertising helps you compete with the top brands in the industry and place your ads above them. Another major advantage of using search engine ads is that your ads are not randomly placed. Your ads are displayed to the local audience based on the geographical location. This makes your specific targeting easier and gives value to your advertisements.

Display Advertising

Display advertising, on the other hand, is a way to display your ads where your target audience spends most of their time. These are also called banner ads. Display advertising works on the tactics of audience online behavior. These ads are displayed to your audience through Google display networks.

We spend a lot of time surfing on the internet, especially reading content on our favorite websites and pages. This is where we see a number of ads displayed. Though people go from one site to the other, same ads or ads related to the specific product are only displayed.

Ever wondered how this happens or whether it happens to everyone? Absolutely! This is because Google ads analyze user behavior and patterns to understand your interests and predict your needs.

Just like the search advertising, display advertising also comes with certain advantages. Display ads can reach a larger number of people than through search advertising. Ad retargeting is possible with this. With banners, you can remind your previous customers or visitors about the products and services.

Hence these two advertising tools are unique in their functions. Depending on what your requirement is, you can take the help of a digital marketing services company to come up with useful strategies that can help your business grow.

digital marketing company

How to Engage Your Audience Without Spamming Them?

“Identify the target group, keep them engaged and get conversions”. This is what digital marketing is all about. Well, it is easier said than done. Engaging your audience is the crucial part of your business.

Though you have all the resources and good content, there are certain problems that can change the game. You may not get the results that you are looking for. In many cases, you may lose the interest of your audience or end up being a spammer.

With an increasing number of spammers and fraudsters, even the good companies can end up in the spammer’s list. With growing competition, factors like these can affect your business badly.

So, using email-marketing as your marketing tool is not really easy. Getting a negative opinion takes minutes. But a mindful strategy provided by a digital marketing company can put you out of the danger of losing the interest of the audience.  

So what can be done to keep your audience engaged without losing them?

Here’s a list of things that you can do to avoid losing your audience:

1. Keep an Eye on the Popularity

There are a number of tools available to determine your scores and website popularity on the internet. If your website has bad scores and reports, your content cannot make it to the audience inbox.

Best way to maintain popularity is to be active on social media. With entertaining and innovative ideas you can get to your customers and keep them engaged. Even if you are a new business, you can get the best social media services from a top social media agency.

2. Play Safe

It is also important to make sure that you send the emails to those users who agree to receive emails. So, to not annoy the users is the key. Get their permission, comply with the rules and cater the best email content you can.

In this aspect, PPC ads are a perfect idea. Get PPC management services from a top digital marketing agency. These are the most popular advertising tools with many advanced features that can put your ads on the right channels and avoid the risk of personal inbox spamming. Also, a digital marketing company follows the privacy policies and comply with the internet’s rules and regulations.

3. Personalized Experience

Personal experience matters a lot when it comes to gaining the interest of the audience. Make them feel that the content is made for them. At the same time, avoid lengthy content. This can be as dangerous as spamming. All that they look for is an understanding of your business. Sometimes, they only look for what they want.

4. Get It Done by the Best

If your goal is the keep your audience engaged, take the expert help. Best digital marketing company aids you in following the right marketing techniques and getting the desired results. They help you maintain consistency and give personalized experience to your audience. They also take the feedback and use data analytics to determine your rank and performance. Moreover, the personalized experience that was discussed earlier can be possible with experts.

Get exactly what your business needs to retain the audience. Hire a digital marketing services company that aims at providing the right strategy and services for your business.

Have You Tried Google’s New Ad Innovations?

At the recent DEMEXCO (Digital Marketing Exposition and Conference) in Cologne, Google’s SVP of Ads & Commerce – Sridhar Ramaswamy made two major product announcements.

Universal App Campaigns

You can now just create a single Universal App campaign for your Android and iOS app. And Google will optimize and show it across all Google properties including Search, Play, YouTube, and the Google Display Network.

All you need to do is provide the text, starting bid and budget, and the preferred location and languages. Google will customize the formats of the ads based on the network, automate targeting and bidding, and test out different combinations to find out the optimal ads.

Watch this video:

Learn more at https://support.google.com/adwords/answer/6247380

YouTube TrueView to Action Ads

You can now put a call-to-action display banner at the base of the video during and at the end of the video, as shown below:

ad-2

According to Sridhar, “This is especially advantageous for brands that offer products or services with high consideration, like financial services, automotive, or travel. TrueView for action can help you move your customers along the path to purchase by encouraging actions like scheduling an appointment or requesting more information.”

The feature is not available for all countries now. Google will start testing this new format with advertisers throughout the rest of this year in selected countries.

Tried Google Data Studio to Represent Your Analytics Data?

If you are an agency managing multiple clients for Google AdWords and other channels, then Google Analytics is an important source for your data insights and analysis. And if you are using the paid version of Google Analytics or Google Analytics 360 Suite, then you have definitely used the Google Data Studio.

Thankfully, Google has also introduced this wonderful tool to the free Analytics users. Of course, right now, it is available only in the US, but very soon Google is planning to roll it it to other countries as well.

The tool helps you to convert the data of your clients into visual representations. The reports are easy to read, easy to share and are customizable per your needs. You can choose how you want to represent the data – in terms of bar diagrams, pie charts, line graphs or maps. Further, you can add your logo to the reports.

Another important feature is that the reports are dynamic – meaning, the representations will change as the data changes. And you can also import data from outside channels and ask the tool to make beautiful representations. Example, Facebook data. You just need to import the data into Google Sheets and the tool will make the visual reports for you. Also, you can share them.

Wonderful, isn’t it? So if you are in US, then try this https://www.google.com/analytics/data-studio

Reap the Benefits of Google Maps Before Others Crowd It

Analysts at Morgan Stanley feels that Google Maps will easily generate 1.5 billion dollar revenue by 2017. But how? Read on.

First, an interesting piece of statistics – according to Facebook Business, less than 10% customers in the US buy retail products from e-commerce sites. The rest 90% actually do it in brick-and-mortar shops after researching their wishlist products and services on their mobile phones. So if you have businesses like retail, grocery, telecommunications, restaurants or auto dealerships, location-based advertising is a must.

In other words, Google Maps will earn more and more revenue through ads placed on it. “In our view, Maps remains one of Google’s most under-monetized assets,” Morgan Stanley wrote in the note to investors.

How Google Maps Help You?

Tech Target defines Google Maps as a “Web-based service that provides detailed information about geographical regions and sites around the world. In addition to conventional road maps, Google Maps offers aerial and satellite views of many places. In some cities, Google Maps offers street views comprising photographs taken from vehicles.”

Indeed, from a web-based mapping service developed and launched by Google in 2005, Google Maps has come a long way. It has revolutionised the world of digital maps and now it has more than one billion users.

Let’s check some of its key uses:

  • It is a route planner for drivers, bikers, walkers, and passengers of public transportation who want to travel from one specific location to another.
  • The API or Application Program Interface of Google Maps helps web site administrators install Google Maps into a proprietary site like a community service page, real-estate guide or location specific page.
  • Google Maps on Mobile helps drivers and motorists find locations through Global Positioning System (GPS).
  • Google Street View helps users to view and navigate panoramic street view – both horizontal and vertical images of different cities around the world.
  • For astronomers, Google Maps provides images of the moon, Mars, sky and other heavenly bodies.

Why is Advertising on Google Maps Important for Your Business?

In a recent Google Performance Summit, Google revealed some interesting statistics that businesses should take notice of.

  • Around 90% of all global sales will happen in stores and not online.
  • Nearly a third of mobile searches are associated with location.
  • Location-related searches have been growing 50% faster than mobile searches overall in the past year.
  • Over a billion people now use Maps.
  • Consumers search 1.5 billion destinations every year on Google Maps.
  • Almost 84% of consumers opt for local searches.
  • Three out of every four people who search for something nearby end up visiting a store within 24 hours and 28% of those searches lead in a purchase.

What do all these data mean? If your business has a physical location and you want to grow, then it is necessary that you are visible on Google Maps. When people on the go browse for your products or services on their smartphones, they should find you. 

Promoted Pins

Google Maps will soon launch Promoted Pins — purple pins on map search results — that will pop up information on products or services if a user decides to tap them. It’s expected to be a major force in local SEO. For advertisers, this means driving more footfalls to physical stores, and for users, more options when they search for directions.

Promoted PIns on Google Maps

Promoted Pins on Google Maps

When someone types a destination into Google Maps, they’ll see the standard red pins that connect one location to another, complete with directions. Then, they’ll also see nearby local businesses highlighted in purple – with the company logos. The user then has the option to tap a purple pin to see more information on the business and products it sells.

Some Other Exciting Features to Look Out For in Google Maps

New local search ads: Advertisers can now use location extensions on their local search ads in AdWords on Google Maps for both desktop and mobile devices. These local ads include “Call” and “Directions” buttons and this way a vast number of potential consumers can be reached.

In-store promotions: There is another friendly in-store promotion feature – just below the logo on the map itself that will appear to the user as he is driving and navigation in and around the location. For instance, if you are near a Starbucks’ store, then you may see the Starbucks’ logo with the in-store promotion happening at that moment at that location – say, a $1-discount offer. When you tap on the logo, you will get to the business page at the bottom of your screen, displaying the at-the-moment offer. This feature has tremendous possibility to bring in more new customers.

Customizable business pages with Promoted Pins: If you use Promoted Pins (as mentioned above), then you can have customizable local business pages with all the basic information like address, phone number, operating hours and offers.

But What Ads Google Maps Will Show Users?

All the above features are great from advertisers’ point of view. However, there could be hundreds of stores near your location but only a few precious ad spots. How does Google know which listing is the most relevant to the searcher? Google says it is using a “variety” of signals, including:

  • Query context
  • Location
  • Search/browsing history
  • Interests
  • Behaviors
  • Time of day
  • Demographics

So essentially, what Google Maps is doing is similar to the ad serving used on the Google Display Network. These search business ads appear on both the desktop and mobile versions of Google Maps. On mobile devices, there is the added advantage of features like as Call or Directions which make it more convenient for customers to reach you.

In this context it is to be noted that just recently, Google has introduced a new update to Google Maps in its new version 4.24 on iPhone, iPad and iPod Touch where users are provided with new useful features, including the ability to order food from your favourite restaurants. This is not available for all locations at present but if your location is supported, when you look for a food joint or take-away within the app, you will now view a new “Place an Order” option in the details of the location. Clicking on the button will lead you to the website of the food delivery service provider.

How Do You Then Ensure Your Ads on Google Maps?

Location Extensions in AdWords: If you run AdWords campaigns, enable location extensions. They will allow you to enter business hours, Google reviews, and phone numbers to your listings. These will be critical when an ad is displayed in Google Maps. You’ll need to enable location extensions at the account level and also set locational bids.

‘Google My Business’: Enter your business in ‘Google My Business’. Doing this establishes your business’ formal existence and public identity with Google. Even if you’re a “virtual business” with no physical address, you should establish a presence here; if you do have a physical location, or multiple physical locations, Google provides a “dashboard” that makes editing and adding content very easy.

Add content to your business listing: If you don’t, Maps users searching for your business will see a “default” image – usually sourced from Google Street View – that doesn’t always paint a flattering picture. Seize the opportunity to provide images that drive people to your enterprise – not away from it.

Conclusion

Remember, Google searches guide consumers to 1.5 billion destinations every year. So the bottomline question: if you have a location-based business, is it “on Google Maps?” Make sure it is, because maps-oriented user interfaces are becoming as important as the traditional hierarchical list-oriented interfaces (such as SERPs) we’ve grown used to in the past 20 years.

More Features Added to AdWords Editor

The latest 11.6 version of AdWords Editor has added some new features corresponding to the innovations in different Google properties, primarily in AdWords.

1. Universal Ad Campaigns

With Universal Ad Campaigns, you can now find potential customers for your app across Google Search, YouTube, Play, within apps and mobile websites on the Display Network. Create and edit universal app campaigns in AdWords Editor itself.

2. Gmail Ad templates

With Gmail,ads, you can reach the 1B+ Gmail users around the world as they browse their promotional ads. AdWords Editor now supports Gmail image templates and Gmail single promotion templates. You can now easily create, manage, and edit your Gmail ads, individually and in bulk.

3. Expanded Text Ads

You can create Expanded Text Ads in AdWords Editor now. Expanded Text Ads provide more ad space to help you highlight additional details about your brand, products, and services.

4. Responsive Ads

Responsive ads adapt to the unique mix of content types and screen sizes across the Google Display Network. You can now create and edit responsive ads in AdWords Editor.

5. Device Bid Management

You can now set individual bid for each device type and manage the bidding of a consolidated campaign that reaches across many devices.

6. Advanced Search

Check out the enhanced options to create filters and search within your AdWords Editor.

7. Schedule Downloads

You can do it for different performance metrics data and stay on top of what is happening in your accounts.
Read more about these at the AdWords Editor Help Center.

Deadline to migrate to Expanded Text Ads (in AdWords) extended to Jan 31, 2017

Google has extended the deadline to migrate all Standard text ads in AdWords to Expanded text ads to  January 31, 2017.

For the uninitiated, Expanded text ads can be explained as the next generation text ads primarily designed for mobile audience.

The main features of Expanded text ads are:

Two headlines instead of one: You can have two headlines now of 30 characters each, and separated by a hyphen. If the screen size of the user is narrow, then the cumulative headline will spread over to the second line.

Single Description line of 80 characters: Instead of two description lines of 35 characters each, you now get one long description line of 80 characters.

For more information on Expanded text ads, you may like to look at the video below. We highly recommend all advertisers to migrate their Standard text ads to Expanded text ads immediately.

 

 

 

Google Shopping Partners with E-Commerce Platforms This Holiday Season

This holiday season, Google has partnered with three e-commerce platforms – BigCommerce, PrestaShop, and Magento – to help sellers get started on Google Shopping in just a few clicks.

Essentially, Google Shopping helps you to tap into customer intent and reach the right people at the right time, no matter what device they are using. As potential customers are browsing on Google looking for your product/service or related items, your display ads will find them in real time. You can include your rich product images, prices, and other USPs in the ads.

This direct integration will allow your e-commerce account to automatically submit data and fuel your Google Shopping campaigns. With just a few clicks, your product data will be populated in your feeds to show on Google.

Benefits: 

  • Minimize workload and go-to market time.
  • No need to create separate files to submit to Google. Use the product information you already have in e-commerce platform.
  • Continuously import fresh data from your store on the e-commerce platform without any additional work.
  • Ensure data accuracy between your inventory and feeds.
  • Showcase your newest inventory with just few clicks.

For more details, check the official announcement.

 

 

 

 

Exclusive Bing Ads in 7 Countries in CBS Interactive Now

According to a content syndication deal closed recently between Microsoft and CBS Interactive, Bing is the sole search option in many CBS properties including CNET.com, MySimon.com, Search.com, Store.com, ZDsearch.com and Findarticles.com. This partnership covers PC, mobile and tablet search in the United States, the United Kingdom, Canada, Spain, Mexico, Germany and France.

CBS Interactive is a division of CBS Corporation, and is the world’s largest publisher of premium digital content. In terms of web traffic, CBS Interactive is one of the top 10 web properties globally, with more than 300 million people visiting its sites each month. Additionally, the traffic contains a highly-coveted advertiser demographics – 60% of CBS Interactive users are under 45 and more than 40% of users have a household income of $100,000 or more.

This is what Steve Sirich, General Manager, Bing Ads Marketing, Microsoft said: “Bing is the partner of choice for the world’s leading technology and digital companies. CBS Interactive will help us bring additional scale and opportunity to advertisers and marketers as we continue our mission to connect customers with publishers and audiences in ways that will maximize ROI for their marketing campaigns.”

Shane McGilloway, Senior Vice President, Strategy & Development at CBS Interactive, shared the same sentiments. “Partnering with Bing allows us to provide an enhanced search experience to deliver quality results and incremental value to both users and marketers alike. The Bing Network team delivers valuable insights, business intelligence and an enhanced platform for paid search advertising.”

Since 70% of search volume on CBS Interactive properties come from mobile devices, this partnership will help drive a spike in mobile Bing Network searches.

Advertisers can see better ROI for their Bing Ads now on CBS Interactive for United States, the United Kingdom, Canada, Spain, Mexico, Germany and France.

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