Marketing Strategies
Google: Ad Spend, Rank, and the Impressions You Make
The goal of SEO and many digital marketing efforts is to make your mark on the search engine results page (SERP), but it is undeniably difficult to keep up with the flux of evolving features, the kaleidoscope of new ads, and your cascading competitors. There are, however, three touchstones that you should become very familiar with in terms of monitoring your position on the leaderboard and adjusting your campaigns in response. When you understand and track Google Ad’s primary search metrics, which focus on impression share, you’ll be far better positioned to make the most of your marketing dollars.
Personalized Marketing: Getting to Know You
Personalization drives repeat purchases and even increases the potential that your customers will refer you to other like-minded searchers. In fact, an in-depth report generated by McKinsey & Company finds that your marketing gains are likely to correlate closely with the level of closeness you’re able to cultivate with your customer base and target audience. If you haven’t been paying attention to personalizing your marketing game, you’re not even sure where to begin, or you’re ready to level up, you’ve come to the right place.
Extend Your Advertising Reach with Ad Extensions
Everyone loves a free gift with purchase – the mainstay of high-end cosmetic companies for decades – and even mighty Google likes to get in on a good thing. When you advertise with Google, you get a bump in the form of ad extensions, which have a lot to offer when you are in the know, so let’s take a closer look at some of the highlights.
It’s Always a Good Time for a PPC Audit
If you are managing multiple pay-per-click accounts, it can start to feel like a game without rules – or a game in which you’re not privy to the rules. If you find yourself in this situation, you’re not alone, but some digital marketing hygiene in the form of PPC auditing can help you learn the ropes and regain mastery of your online offerings. PPC accounts can pack a considerable marketing punch, and maintaining a strong working knowledge of yours can help you control their impact. While the world of PPC audits is expansive, the matter condenses down to five questions that you should be asking yourself.
Breaking Down Rich Snippets
You’ve heard the term rich snippets bandied about quite a bit, and you may have even used it in a sentence a time or two. If you’re not sure whether or not you’re making the most of rich snippets – or if you even know what they are – you’ve come to the right place. Rich snippets have valuable information to offer, and understanding the ins and outs can help your digital marketing efforts.
Small Businesses: Surviving the Google Ads Gauntlet
If you’ve ever defied the odds by slipping into your seat at an important meeting in the nick of time – only to discover you forgot the document or file that was your reason for being there in the first place, you’ve experienced that this can’t be happening feeling. In fact, most of us have been there more than once or twice, and when it comes to small businesses, Google Ads is often the stage for these missteps. Yes, Google Ads has much to offer, but there are plenty of chutes and ladders along the way that can leave you wondering where to turn for the help you need. The truth is that small businesses can compete with the major players in the Google Ads arena, but you’re well advised to bring your strongest game.
Online Marketing and Inclusivity Should Go Hand in Hand
Inclusivity is not something you should aspire to – or that you should massage into your content after the fact. Ideally, inclusivity is part of who you are as an online business – and your content reflects this fact. There is always room for improvement, however, and if you’re behind the curve on this, now is a good time to get cracking.
Getting More Bang for Your Advertising Buck on Social Media
There are a variety of effective and pricey ways to target your competitors’ keywords with Google Ads, but if you’re looking for more bang for your advertising buck, there are other paid-social approaches out there. If your competitors are outranking you on primary keywords, Google is not the only game in town, and social media can help. Let’s take a closer look.
Entering a New Market with Go-to-Market Style
If your business is considering entering a new market, it represents an opportunity for growth, but it does not come without considerable risk. Allow The Web Guys to help minimize these risks with our digital marketing expertise. Balancing risk and reward at levels that your unique business can sustain is the name of the game – for every company out there – which makes doing your homework in relation to entering new markets paramount. Finding a winning go-to market strategy is very doable when you have the tools you need to succeed.
The Psychology of Marketing: No Shrink Required
Your brain is your command central, and it controls everything you do, including all online activity. In order to seamlessly take care of everything that we do in the course of a day, year, and lifetime, our brains have to turn to some clever hacks. As such, if you want to get the jump on your customers and your potential customers’ purchasing habits, it’s a good idea to better understand the shortcuts their brains take in the process – not in a creepy cult-like way but in a taking-care-of-business way.
