Google AdWords Express is Now Part of Google Ads

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Google is notifying advertisers that AdWords Express has joined the Google Ads platform.

AdWords Express campaigns are now available in Google Ads as ‘Smart’ campaigns.

Previously, AdWords Express was a standalone solution, designed to be a lower maintenance option for small businesses.

Now, Smart campaigns still have all the same benefits as AdWords Express campaigns, but with improved features.

Google highlights the following benefits: – Read more

3 Essential Web Design Trends in 2019

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New year, new design trends!

While everyone is talking about big-picture trends such as designing for voice and virtual reality, there are more immediate design elements that you can see (and deploy) right now for a more on-trend website.

From websites without images above the scroll, to ecommerce that disguises itself as content, to bright blue everything, here’s a look at what’s trending this month.

1. No “Art” Above the Scroll

Have you noticed how many websites don’t have images or video above the scroll? This no “art” design style used to be reserved for coming soon or construction pages that didn’t have images, but it’s trending even for website designs with plenty of other imagery.

If you have a message or statement that is the most important thing for users to know right away, this can be an effective design technique. It works because there’s nothing else to see. (Unless the user refuses to read the words and abandons the design, which can be a risk with this style.)

Make the most of a no art design with beautiful typography and strong color choices.

These design elements can serve as art on their own and help add visual interest to the words on the screen.

Each of the three examples below does this in a slightly different way.

We Are Crowd uses a strong serif-sans serif typography pair on a bright colored background. Users are enticed to delve into the design thanks to an animated scroller on the homepage. The no “art” design actually alternates between image and non-image panels, showing users there is something to look at. – Read more

9 Tips for Creating Your Best SEO Content in 2019

My Post (17).jpgIn 2019, SEO content will be all about the audience.

If you’re looking to improve your content marketing and see real ROI, you have to use practices that will really benefit them.

Content that’s highly ranked, that drives traffic and leads is always user-focused, first and foremost.

That’s why today’s tips for SEO content in 2019 all point back to your reader, A.K.A. the V.I.P. and M.V.P. you need to know and understand to get it right.

Because, when you write to the right people in the right way, your writing and content will climb higher.

9 Keys for Creating Your Best SEO Content in 2019

Ready?

Here are my nine top tips for helping you create your best (most-read, most-shared, and most valuable) content this year and beyond.

1. Write to the Right People with Targeted Keywords

Your SEO content won’t reach the right people if you fail to optimize it with targeted keywords.

What do I mean by “targeted keywords”?

These are key terms and phrases for which your audience niche is actively searching.

To find these terms, you must first understand:

  • Who your audience segments are.
  • What kind of information they need.
  • Why they need that information.
  • Which keywords they’re using to find it.

This may seem like a lot, but it really isn’t if you break it down into a few activities:

  • Audience research: Identify the type of audience you think wants/needs what you offer. Then, go find where they congregate online. Talk to them. Survey them. Figure out their personal habits, preferences, demographics, and stats. (Marketing Land has a good guide on this process.)
  • Keyword research: Find relevant, profitable keywords that relate to your expertise, your products/services, and your audience’s search intent.
  • Topic research: Come up with content topics based on the targeted keywords you discovered and what your audience wants to learn/know. – Read more

Google Ad Impressions on Connected TVs Up by Over 80%

Google’s efforts to expand advertising to TV screens led to an 80% increase in impressions in 2018.

To build on this momentum, Google has announced a number of initiatives planned for 2019 to further the convergence of TV and digital advertising.

Google Ads During Commercial Breaks

Google will continue to work with its TV partners to build new solutions for delivering ads during commercial breaks.

Google’s TV partners can currently use Ad Manager’s dynamic ad insertion capabilities to serve ads during live events on connected TVs.

Ad impressions during live events have more than doubled over the past year, Google says.

Google Ad Manager also offers a feature called ‘smarter ad breaks’ which allows advertisers to optimize for yield while honoring TV business rules for a more personalized ad experience. – Read more

Inside Google Marketing: 3 ways we think about SEO

My Post (16).jpgWe as a company spend a lot of time thinking about search engine optimization, or SEO. No small wonder, given that search is at the core of our business.

Of course, there are plenty of other ways to drive traffic to your website. Paid media, social posts, and display advertising are just a few. But, when done well, SEO can provide an important — and cost-effective — strategy for organic growth. In fact, the latest research from web analytics company Parse.ly shows Google Search accounted for around half of external referrals to the publishers in its network this past year.

To really get the most out of SEO, though, it’s important to stay on top of the latest Google Search updates. That’s no different for us internally. We at Google own 7,000 websites that are managed by hundreds of product and marketing teams all over the world. Over 200 changes are made to these websites every single day, all of which could potentially affect a site’s SEO. When it comes to how Google sites appear in Search, they receive the same treatment as any other site on the web, and our teams follow the same external guidelines provided to webmasters. – Read more

7 Factors to Consider Before Major Website Changes

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Changing your content management system, joining domains, or migrating to a new domain can result in dramatic ranking changes.

These are seven considerations for preserving or improving your rankings before attempting these changes.

1. Site Architecture

A major consideration is how the web pages are organized. The organization of the web pages is usually referred to as the site architecture or the taxonomy. The ideal is to have logical category page structure, with additional sub-categories as needed.

There are two considerations:

  1. Maintain current site architecture to avoid losing rankings
  2. Update a poor site architecture in order to improve rankings

Maintain Site Architecture

To avoid upsetting good rankings, try to maintain current site architecture. This means keeping the same URLs and categories. Those are the two main considerations, assuming that the web pages aren’t changing.

If you need to merge web pages, choose the most popular URL and redirect the old URLs to the new URL. – Read more

16 Ecommerce Trends That Will Drive Sales in 2019

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Ecommerce is changing. Mobile conversions continue to be on the rise—mobile saw sales increase by 55 percent in 2018, and Forrester predicts that by 2022, smartphones will account for $175.4bn USD in retail sales.

Customer expectations are growing at the same time: 38 percent of shoppers now expect high street businesses to offer same-day delivery.

Other ecommerce trends are very much in line with the web design trends that are pushing the industry forward this year. Progressive web apps, for example, use advanced technologies to bring the speed and features of a mobile app to a mobile website, even allowing for shopping platforms to be accessible offline, points out fashion and beauty ecommerce specialist Mari Corella.

“The key benefit to retailers is that they no longer have to choose between investing in their mobile sites or their apps,” she explains. “Some retailers may even drop their mobile apps entirely in favor of a PWA.” – Read more

Writing copy for landing pages

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Write copy that delights visitors, persuades prospects, and wins customers. 

In the beginning, there’s the landing page.

It’s often a company’s first impression: a digital introduction to an organization, the problem it tackles, and the solutions it offers. The sophistication of landing pages can vary. Some companies use their homepage as a landing page. Others create specific pages that target discrete customer profiles and move them through a marketing funnel.

Landing pages also take various forms depending on the growth stage of a company. But that’s one of the common missteps that I see: landing pages prioritize the story of the startup, rather than the journey of the customer with the startup.

Landing page copy improves the more customers see themselves in it. Rethink and revise your landing page by building it around three elements. If that’s too much effort and you’re looking for fast fixes, the following tips will improve your current landing page copy. – Read more

To Get the Most Out of Google Analytics, First Understand What It’s Telling You

My Post (7).jpgArguably the single best free tool available to marketers is Google Analytics. If you know how to use it, it can tell you so much about your customers, how they are using your website, what they’re interested in, and what is causing them issues.

However, no tool is perfect. And no tool can do everything you need it to. Even something as impactful as Google Analytics must come with a few words of warning.

To get the most out of the tool, you have to first understand what it is telling you. And with a tool as powerful as Google Analytics, the biggest fear is in assuming everyone will read the data in the same way.

One Statistic, Multiple Interpretations

Let’s look at an example:

Your team is reviewing the most popular conversion paths on your website and you find that people landing on one specific page are returning to the previous page at a high rate. This is something that Google Analytics can show you quite clearly. You can see the click paths, and so you know where they are coming from and where they are going next.

It’s obvious, in this case, that there is a problem worth correcting. Something about that page is not working. – Read more

Content metrics you need to know

My Post (6).jpgIf you’re producing digital content for your website or social media, then you want to know whether it’s working or not! Here’s our run down of metrics that you should be keeping an eye on.

Why do you need to know about digital marketing metrics?

Unlike offline marketing such as adverts and flyers, digital marketing offers businesses a plethora of in-depth insights into how effective their marketing efforts really are. With every post, like, share, follow or comment data is created that you can use to extend your reach and increase engagement with your brand.

Whether you’re looking to grow your business through organic or paid digital marketing there are a number of key metrics that you really need to know. In this post we’ll be looking at metrics that you can access for free, either via your social channels or via Google Analytics, and because they’re free, there’s no excuse not to be using them!

Website and behaviour

This section looks at how people are behaving on your website. All the information that you need can be found in Google Analytics, if you don’t already have an account set up, make your way over there now and get it done.

Page views

The total number of views a single page has had for any given time period. It’s a pretty basic stat but useful all the same as you can measure/ compare how your pages rank against each other.

If you find a page that stands out as particularly high ranking, or indeed low ranking, it can be an indicator to have a look at what might be working well, or not so well.

Average page time

A measure of how engaging a page is. – Read More