An End-to-End Approach
Paid search gives advertisers the unique ability to send a large amount of qualified traffic to their web properties with just the flip of a switch. In the world of digital marketing, this is a powerful capability, but the speed with which paid search campaigns can be created can sometimes lead to strategies that overlook the importance of developing a coherent and audience-driven theme into the messaging used in every step of your account’s creation.
That is why it is so important to start every new paid search initiative with a careful consideration of who you will be targeting with your ads, and ultimately, the goals you have in mind for this traffic. By developing a solid understanding of these things, advertisers can begin building end-to-end messaging strategies that seamlessly carry your paid search strategy from your audience to your ads, and finally, through to your targeted landing page.
In this guide, we will walk you through the process of using the end goal of your campaign to reverse engineer your messaging and the audience you will need to leverage in order to support it, along with how you can use this process to develop a more cohesive strategy that maximizes the success you can expect from your paid search initiatives.
Understanding Your Goals
When building a paid search strategy, the first priority should always be to develop a solid understanding of what action you would like to drive on your site and how taking this action can benefit your targeted audience or persona. Are you trying to increase downloads of a gated asset? Perhaps you would like to drive more software demos for your sales team? In any case, take a look at your ultimate goal and put yourself into the shoes of someone who would benefit from taking this action. This will be your targeted persona. Ask yourself how this persona will ultimately benefit from taking this targeted action. Take this process a step further and consider what makes this specific persona unique. Do they have any challenges that your targeted offer helps address? Is there anything that may prevent them from taking action on your site? Using all of this knowledge, you can start to develop how you will target this audience as well as the messaging that you will be using. – Read more
What is a landing page? A landing page is the cornerstone of any self-respecting web marketing activity.
It’s your showcase, it’s the page that users will be faced with as soon as they click on your ads on the web or on social networks. It is a fundamental tool and should be known to create in a workmanlike manner. Here is an article that can help you become familiar with this tool.
What is a landing page? It is the page that you see by clicking on your ads or links.
The translation of the landing page, in Italian, sounds a little bad. Literally, it would be landing page (or landing page). Technically, the landing page is the page where the visitor arrives by clicking on your ads or other links. It is a single page, which from the SEO point of view is optimized for a specific keyword to ensure visibility on search engines, and from the point of view of the Digital Strategy is optimized on a specific objective.
Very often (but not always) it is a cornerstone of the web marketing activity. – Read more
Making videos interactive with features like end screens and a call-to-action helps viewers learn about your brand or service and take relevant actions.
In an effort to simplify our interactivity features across video ad formats, we will sunset the YouTube call-to-action overlay in January 2019 and introduce a new call-to-action extension.
When your primary objective is driving conversions or clicks to your website, we recommend using TrueView for action, our ad format that comes with built-in features like a call-to-action displayed while your ad runs and after it ends. It’s a great example of how interactive elements can enhance viewer engagement and help you better achieve your marketing goals. – Read more
There’s a reason marketers talk about the best headlines and calls to action more than anything else.
It’s because the best headlines and CTAs contribute more heavily to conversions than most entrepreneurs think.
Think about how people used to — and still do, in some cases — browse magazine racks. Most of them didn’t pick up a magazine until a headline caused them to act.
The best headlines on magazine covers actually move consumers to physically pick up a product and carry it to the register. Online, all you need is a click.
This doesn’t mean you should rest on your laurels, though. Everyone’s competing in the Headline Olympics, and if you’re not bringing your A game, you’ll struggle to get the attention of your target audience.
So, how do you write the best headlines in your industry — or in any industry? What’s the secret sauce that elevates a mediocre headline to a great one? – Read more
4G brought about video streaming, app stores, programmatic auctions and an entry point into the world of virtual reality, augmented reality and artificial intelligence. With 5G, experts say advertisers and publishers should expect much more.
Imagine hopping in an autonomous vehicle and calling up Amazon Alexa to prep for dinner. A holographic display appears on your dashboard and directs you through the steps of a recipe, based on your diet preferences and meal history, as you drive to Whole Foods to pick up the ingredients, which are already being assembled robotically.
That is a (realistic) vision of the future with 5G, according to Scott Singer, managing director at consultancy DDG. Singer and other experts say 5G brings with it the ability to process and exchange more data at higher speeds, so advertisers and publishers can expect to see faster ad-load times on desktop and mobile and more connected devices.
Today, when a visitor to a website clicks a link, there is a slight delay before a server responds, resulting in milliseconds to seconds of nothing apparently happening. It’s an issue that causes visitors to click away from an article or site, and one reason behind the adoption of ad blockers, according to a study by the Interactive Advertising Bureau. But 5G will effectively eliminate that delay, said Jeremy Lockhorn, vp of experience strategy for mobile and emerging technology at agency SapientRazorfish, resulting in faster ad-load times and happier users. The FCC states that 5G is 1,000 times faster than 4G with 100 times less latency. Singer said he wouldn’t be surprised if the use of ad blockers begins to diminish because of webpages loading at quicker speeds. – Read more
Online marketing is ruling the world, there’s no doubt about that.
With various websites offering businesses the chance to expose their brand in front of millions of people, it’s no surprise that online marketing is taking the world by storm.
In fact, 28% of marketers say they’ve reduced advertising budget to fund digital marketing activities.
In addition, marketers allocated the biggest share of their entire digital marketing budget (12.5%) to digital – proving that its popularity isn’t set to slow down any time soon: – Read
With over a billion daily active users scrolling through their Facebook newsfeed on a daily basis, Facebook presents a massive opportunity that can help grow any business. Business owners underestimate the amount of attention Facebook yields.
Twenty years ago, if you wanted to tell customers about your products you had to rent a newspaper ad, or pay for a billboard next to the road. Not only was this way of advertising expensive, but it was also a hassle. Contracts needed to be drawn up, quotes needed to be passed around, and it could take weeks to kick-start a campaign.
Today, with the push of a button, Facebook can help you show your product and service in to millions of users through something called Facebook Ad Manager. All it takes is a few clicks, and a couple of bucks of course.
However, getting your ads onto people’s news feeds is the easy part. The harder part and the part you’re most likely after, especially if you are a small to medium sized business owner, is how to make your ads convert into qualified leads or potential customers! – Read
Like many social media channels, LinkedIn can be an effective way to draw people’s attention to your business.
But the platform is notably different from advertising on Facebook or Instagram.
As Entrepreneur Network partner Eric Siu and a team member at Siu’s Single Grain company put it, one of the main benefits of advertising on LinkedIn is the B2B targeting. LinkedIn ads can include a regular link ad that shows up in the news feed and offers an image, headline and introductory text. The other option is a newer carousel ad that mimics Facebook in its square format. Two other sponsored ad formats are the lead gen form and the display placement ad, both of which have their respective benefits from creating less friction between customers to individualizing your marketing with direct messaging. – Read
The Cambridge Analytica scandal that unfolded earlier this year is just the latest in a long sequence of incidents of firms’ wrongfully acquiring and misusing internet users’ data.
While the scandal itself related to unfair sharing of user information by Facebook, the ensuing media storm brought the public’s attention to their personal data and its use in digital advertising.
Apart from depending on stolen data, advertisers are also notorious for bombarding us with irrelevant and annoying advertisements. For every funny commercial that we remember fondly from childhood, there are a million annoying and spammy ads that we look back on with nothing but pure disdain. – Read
Fans are vanity and sales are sanity. —Lori Taylor, social media marketer
It’s easy to get sidetracked from sales because there are a ton of digital parameters for success, elaborate conversion funnels, follower counts, newsletter signups, likes, shares…
But the purpose of your investment in social media is ultimately to sell.
Yet, good-old, traditional selling is becoming trickier to do, because social media are savvier than ever and know when they are being marketed to.
That said, the number of businesses selling on social media is increasing even as you read, especially on the king of all platforms, Facebook.
Have you tried to harness Facebook’s potential as an online store for your products or services? It takes time and effort, but it can yield worthwhile results. Here are a few easy tips to help you get started.
Create a Facebook business page
Start with the basics, by creating a Facebook business page, which gives you customization options that a simple profile page won’t. – Read