Tag Archive for: Google Adwords

The Ultimate Guide to PPC Marketing

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Pay-per-click (PPC) marketing is an incredibly effective tool. Whether you’re a small business owner looking to attract local customers or a large corporation aiming to increase your online presence, PPC can deliver measurable results and more.

PPC advertising is a popular marketing tactic that can drive measurable traffic, generate leads, and increase revenue. In order to help get the most out of PPC advertising, businesses need to maximize their return on investment (ROI). This blog will explore strategies to help businesses achieve the best ROI with PPC advertising. Here’s what you need to know.

What is PPC Marketing?

Pay-per-click advertising is a form of online marketing where advertisers pay each time their ad is clicked. Ads are displayed on various platforms, including search engines, social media, and other websites. Remarkably, 93% of all online experiences begin with a search engine, most commonly Google. The cost per click (CPC) varies depending on the platform and the competition for the targeted keywords. Advertisers bid for the keywords they want to target, and the highest bidder displays their ad. Let’s take a deeper look at how PPC marketing can be beneficial.

Understanding Key Benefits of PPC Marketing

PPC is important because pay-per-click advertising allows real-time control over your ad spend, targeting, and copy. With greater control in real-time, businesses can optimize ad performance to improve returns. Understanding why PPC marketing is beneficial is the first step toward utilizing it effectively. Here are some key reasons:

  1. Targeted Advertising: PPC allows you to reach your exact audience. You can target ads based on keywords, location, demographics, time of day, and device type.
  2. Cost Control: With PPC, you only pay when someone clicks on your ad. This means you can manage your budget effectively, setting maximum daily or monthly ad spend limits.
  3. Measurable Results: PPC campaigns provide detailed metrics that allow you to measure the success of your ads. You can track clicks, impressions, and conversions to understand what works and what doesn’t.
  4. Quick Entry: Unlike organic search engine optimization (SEO), PPC campaigns can be set up and run within a few hours. This can help you drive traffic to your site almost immediately.

Getting Started with PPC

Starting a PPC campaign can seem daunting, but breaking it down into manageable steps can simplify the process. To launch a PPC campaign, you’ll have to set up an account in Google Ads. Once that’s done, you can start drawing up a target keyword list. Here’s how you can begin:

  1. Keyword Research: The foundation of any successful PPC campaign is thorough keyword research. Use tools like Google Keyword Planner to find relevant keywords for which your target audience is searching. Consider each keyword’s search volume, competition, and cost per click.
  2. Setting Up Your Account: Create accounts on major PPC platforms like Google Ads and Bing Ads. These platforms offer comprehensive guides and tools to help you set up campaigns.
  3. Creating Compelling Ads: Write clear, relevant, and compelling ads. Your ad copy should include a strong call to action (CTA) and highlight your product or service’s unique selling points (USPs).
  4. Landing Page Optimization: Ensure that the landing page your ad directs to is optimized for conversions. It should be relevant to the ad, load quickly, and include a clear CTA.

Advanced PPC Strategies

To maximize ROI with PPC advertising, continuously test and optimize your campaigns. Once you’ve set up your initial campaigns, it’s time to explore advanced strategies to enhance your PPC performance:

  1. A/B Testing: Regularly test different versions of your ads to see which ones perform better. This can include testing headlines, ad copy, and images.
  2. Remarketing: Target visitors who have previously interacted with your site but did not convert. Remarketing helps keep your brand at the top of your mind and encourages users to return and complete their purchases.
  3. Bid Adjustments: Use bid adjustments to increase or decrease bids based on the performance of different segments. For example, you might bid higher for mobile users if they convert more often than desktop users.
  4. Ad Extensions: Use ad extensions to include additional information like phone numbers, links to specific pages, and product images. Ad extensions can improve your ad’s visibility and click-through rate (CTR).

Measuring and Optimizing Your Campaigns

Effective PPC marketing involves continuous monitoring and optimization. Here’s how to keep your campaigns on track:

  1. Monitor Key Metrics: Regularly review key performance indicators (KPIs) such as CTR, cost per conversion, and return on ad spend (ROAS). This will help you understand how your campaigns perform and where you can improve.
  2. Use Analytics Tools: Utilize tools like Google Analytics to gain deeper insights into your campaign performance. Track user behavior on your site to understand the customer journey and identify areas for improvement.
  3. Continuous Optimization: PPC is not a set-it-and-forget-it strategy. Continuously optimize your campaigns based on performance data. This includes adjusting bids, refining keywords, and improving ad copy.

Final Thoughts

PPC advertising can be a powerful business tool to drive traffic, leads, and revenue. By understanding these strategies to maximize your ROI, you can create effective campaigns that deliver measurable results. Considering PPC’s benefits, there’s little risk in testing it out to see where it can move the needle and gather valuable data to inform your other marketing and optimization efforts.

If you have not incorporated PPC advertising into your marketing strategy, it is time to learn more and get in the game. At Onimod Global, we can help you optimize your PPC advertising and explore untapped opportunities in lead generation. Start your PPC journey today and unlock the full potential of your online advertising efforts.

Contact us today to learn more about our PPC advertising services.

Amplifying Content Creation for Enhanced SEO

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In digital marketing, content creation is the cornerstone of success for any business or brand striving to make its mark online. It’s a dynamic landscape where adaptation, audience understanding, and unwavering commitment to quality reign supreme.

As we navigate the ever-evolving digital marketing terrain, it’s essential to highlight the misconceptions that often cloud our understanding of effective content strategies. Join us as we unveil a strategic roadmap designed to elevate your digital presence and propel your brand toward sustainable success.

Dispelling Common Myths

Over the years, the digital landscape has gained many misconceptions regarding SEO (Search Engine Optimization) and content creation. Debunking these myths is important to establishing effective strategies. Contrary to popular belief, simply gaming Google’s algorithm or stuffing keywords into your content won’t guarantee success. Instead, the key lies in understanding what Google truly values: high-quality, relevant content that genuinely resonates with users.

One of the biggest myths is that SEO yields immediate results. SEO is a long-term strategy that requires consistent effort and patience. It often takes months to see significant improvements in search rankings. Building backlinks (links from other websites to yours) is essential to SEO. However, the focus should be on quality over quantity. Natural and organic link-building strategies stemming from valuable content are far more effective than acquiring numerous low-quality links. Businesses can develop sustainable SEO strategies by dispelling these myths and creating valuable, user-centric content. Understanding these principles is key to navigating the complex landscape of digital marketing effectively.

Creating a Roadmap for SEO-Friendly Content

Developing a roadmap for SEO-friendly content involves strategic planning and execution to ensure that your content not only appeals to your target audience but also ranks well in search engine results. Here are essential steps to craft an effective roadmap.

  1. Keyword Research

Start by conducting thorough keyword research. Identify relevant keywords and phrases that your target audience is searching for. Effective keyword research is the cornerstone of any successful content strategy. Here’s how to nail it:

  • Identify your primary keyword: This is the focal point of your content. For example, if you’re a pet store, your primary keyword might be “organic dog food.”
  • Expand with related keywords: Include 5-10 additional keywords related to your primary keyword, such as “natural pet nutrition,” “healthy dog diet,” etc.
  • Target long-tail keywords: Consider the questions users might ask about your topic. Incorporate these as secondary keyword targets. For instance, “What are the benefits of organic dog food?”
  • Aim for the sweet spot: Look for keywords with high search volume and low competition. Tools like SEMrush or Google Keyword Planner can help identify these opportunities.
  1. Structuring Your Content

Based on your keyword research, outline a content plan that aligns with your business goals. The way you structure your content can make or break its effectiveness. Follow these best practices:

  • Keep paragraphs focused: Each paragraph should revolve around a single idea or topic, enhancing readability and comprehension.
  • Trim the fat: Avoid wordy sentences that detract from clarity. Using concise language can be more impactful.
  • Format for emphasis: Use formatting techniques like bolding, italicizing, or bullet points to highlight key information. Adding emphasis helps make your content scannable and digestible.
  • Simplify language: Avoid industry jargon or technical terms that might alienate your audience. Instead, use clear and accessible language that resonates with your target demographic.
  1. Align Visuals with Content

Visuals play a crucial role in enhancing user experience and engagement. Here’s how to leverage them effectively:

  • Choose relevant visuals: Select images, videos, or infographics that complement your content and reinforce your message.
  • Optimize for performance: Ensure your visuals are optimized for web performance by compressing images and choosing the appropriate file types (e.g., JPEG vs. PNG).
  • Enhance accessibility: Include descriptive filenames and Alt tags for all visuals to improve accessibility for users with disabilities and optimize for search engines.
  • Break up the monotony: Use visuals strategically to break up text-heavy sections and maintain reader interest. Some tips include adding charts, graphs, or even custom illustrations within the copy.

Consistency and adaptability are key to achieving sustainable SEO success. By following these steps and continually refining your approach, you can create a robust roadmap for SEO-friendly content that drives organic traffic and supports your overall digital marketing goals.

Unlock Your Potential with Onimod Global

Elevate your content creation endeavors with Onimod Global’s cutting-edge digital marketing strategies. From crafting compelling visual identities to executing targeted marketing campaigns, we help empower businesses to transcend boundaries and leave an indelible impression on their audience. 

Whether you’re a burgeoning startup or an established enterprise, our tailored solutions are designed to help amplify your brand narrative, propelling you toward unparalleled success. Unleash your brand’s full potential with Onimod Global—contact us today to embark on your transformative journey.

Optimizing Responsive Search Ads in 2024

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Responsive Search Ads (RSAs) are nothing new to the digital marketing landscape. Still, recent AI adaptations and updates now provide additional capabilities for RSA assets, such as the option to serve a single headline.

Responsive Search Ads (RSAs), Google’s dynamic ad format, have evolved as a cornerstone of digital marketing over the past few years. And in 2024, RSAs are not just an option; they are the default text ad format. 

Google just launched substantial updates to asset management and creation for Responsive Search Ads (RSAs), including:

  • The ability to display a single headline.
  • Associate up to three headlines and two descriptions at campaign level.
  • Implement account-level automated assets.

Google utilizes AI technology to predict which of the above capabilities could enhance your campaign performance, determining the most suitable approach for your ad. Before we head more into the recent AI updates, here are our top three actionable strategies to optimize your RSAs and boost campaign effectiveness in 2024.

1. Harness the Power of Asset Label Analysis

Venturing deeper into the optimization of Responsive Search Ads (RSAs), we strongly advocate for a meticulous examination of Google Ads‘ asset labels. These labels, meticulously assigned by Google, serve as invaluable indicators, offering a comprehensive breakdown of the performance of individual headlines and descriptions within your RSAs. Through a methodical two-week monitoring period, you gain a profound understanding of which assets excel and which may fall short, ensuring that decisions are rooted in robust insights rather than momentary fluctuations.

Following this observation period, we recommend a proactive approach to replace underperforming assets. This strategic move aims to maintain the highest level of relevance and engagement in your RSAs, optimizing them for peak performance. By continuously refining ad components based on granular analysis, marketers not only enhance overall campaign quality but also help ensure that advertising budgets are directed towards elements proven to drive results. This meticulous examination of asset labels provides a transparent window into campaign intricacies, empowering marketers to make informed decisions for continuous improvement and efficient resource allocation in the dynamic landscape of digital marketing.

2. Diversify Your Headlines for Maximum Impact

Broaden your ad’s reach by incorporating various headlines in your RSAs. The more headlines, the better, as this strategy allows you to target a wider range of keywords, thereby reaching more potential customers. While increased Click-Through Rates (CTR) may occur, it’s crucial to note that this doesn’t automatically translate to a boosted conversion rate. On the upside, more headlines lead to increased total impressions, offering Google the flexibility to craft the ideal ad for diverse situations.

3. Embrace Smart Bidding Automation for Targeted Results

Optimize your RSAs by embracing smart bidding automation, a powerful tool for preventing ads from reaching irrelevant audiences. If manual bidding exposes your RSAs to less likely converting audiences, it can adversely impact your Search Engine Advertising (SEA) budget. Smart bidding, coupled with Google’s automatic ad delivery, helps ensure your ads reach the right audience efficiently. Leveraging machine learning systems, we suggest that future-proofing your search ads involves making the most of Google’s automation capabilities, leading to approximately 20% more conversions at a similar cost per conversion, according to Google’s search data.

2024 Updates to Utilize

Utilizing Google’s AI for campaign strategy prediction can amplify engagement and performance, though it entails ceding more control to Google. It’s crucial to acknowledge that while AI is potent, it isn’t infallible, leaving room for potential inaccuracies in performance forecasts.

  • Headline Enhancement: Responsive search ads now offer the option to display a single headline for optimized performance, with the potential for headlines to appear at the start of description lines. This feature was implemented following observed testing by advertisers last year. Assets assigned to specific positions will maintain their placement. To evaluate headline frequency or positioning, consult the combinations report.
  • Campaign-Level Updates: Advertisers can now associate up to three headlines and two descriptions at the campaign level, with the ability to fix them to designated positions. For time-sensitive promotions, such as sales, advertisers can schedule start and end dates for these assets. Once added, headlines and descriptions become eligible for display in all responsive search ads within the campaign.
  • Account-Level Automated Assets: Opting into account-level automated assets allows leveraging Google AI to generate assets such as dynamic images, sitelinks, callouts, and structured snippets. AI-generated assets will replace manually created ones of the same type when predicted to enhance performance. This marks a departure from the previous precedence of manually created assets.
  • Google’s Statement: A Google spokesperson emphasized that these updates aim to enhance the effectiveness of RSAs, aligning with the goal of delivering the most relevant ad to the right audience at the right time. Changes will be reflected in advertisers’ combinations reports, and the pinning mechanism will remain available.

Final Thoughts

In the dynamic landscape of digital marketing, staying ahead of the AI curve requires not only adapting to current trends but also foreseeing future changes. Trust Onimod Global to guide you through the evolving world of digital marketing and help you achieve your goals.

Beyond RSAs, Onimod Global is dedicated to sharing insights on general Search Engine Advertising (SEA) and other digital marketing strategies. With extensive knowledge in SEO, social media advertising, and digital marketing, Onimod Global is your partner for online brand success. Have questions or want to learn more about RSA optimization? Contact us today.

Google Ads Tips for Start-Ups and SMBs

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Navigating the online advertising landscape can be daunting for small business owners. Yet, it’s crucial for boosting your brand’s online presence.

65% of clicks on Google are driven by paid campaigns. This statistic highlights the potential of Google Ads in propelling your business forward. If you are new to the world of Google Ads, here are some tips on taking advantage of the advertising giant and getting it working in your favor.

What is Google Ads?

Google Ads stands out as a highly effective tool for enhancing your online presence. This platform operates on a paid advertising model, enabling you to craft a variety of online ads tailored to resonate with distinct segments of your audience.

By strategically bidding on keywords and phrases that align with your brand and audience interests, you can significantly improve the likelihood of presenting your ads to potential customers precisely when they are most receptive. The platform’s integrated analytics tools allow for seamless management of your campaigns and real-time tracking of their performance.

For businesses aiming to elevate their brand recognition and actively engage with customers to boost sales, Google Ads offers an indispensable solution.

Advantages of Google Ads

Google Ads offers a combination of wide reach, user-friendliness, enhanced brand visibility, and cost-effectiveness, making it a highly attractive tool for businesses looking to expand their online presence and connect with a broader audience: 

  • Wider Reach: Google Ads provides unparalleled access to a vast audience. As the most popular search engine, Google processes billions of search queries daily, offering a unique opportunity to position your brand in front of a diverse and extensive audience. 
  • User-Friendly Interface: One of the key strengths of Google Ads is its user-friendly and intuitive interface, making it accessible even for those new to digital marketing. The platform guides users through the setup process, offering helpful tips and straightforward tools for creating and managing campaigns. 
  • Brand Visibility: Through Google Ads, businesses can significantly enhance their brand visibility. By appearing in search results, on partner websites, and in video ads on platforms like YouTube, your brand gains exposure to a wider audience. This increased visibility helps in building brand recognition and recall, making it easier for potential customers to find and engage with your business online. 
  • Cost-Effective: Google Ads is known for its cost-effective approach to advertising. The platform operates on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad. This approach allows for better control over advertising budgets, as you can set maximum bid amounts and daily spending limits. 

Getting Started with Google Ads Advertising

To embark on your advertising venture with Google Ads, the initial step involves setting up a Gmail account and creating a Google Ads Manager account. Once your account is active, you can start exploring potential keywords to target. The Google Ads Keyword Planner Tool is a vital resource in this process, enabling you to:

  • Analyze search volumes for specific keywords and phrases.
  • Calculate the cost-per-click for bidding on chosen searches within your Google Ads.
  • Identify new, potentially more effective keywords for your ad campaigns.

Next, you can decide on the type of ads to run, aligning them with your marketing objectives. Here’s an overview to guide you in selecting your ad formats:

  • Search Ads: These are text-based ads displayed on Google’s search results pages.
  • Video Ads: Create video ads to appear on YouTube and within Google search results.
  • Shopping Ads: Showcase your products through listings, usually in a carousel format, at the top of Google search results pages.
  • Display Ads: Utilize image-based ads or ad content across a variety of websites, apps, and platforms within the Google Display Network.
  • Discovery Ads: Engage users with visually striking ads in their feeds across the Google Display Network.
  • Local Ads: Tailor your ads to specific regional audiences for more localized reach.

This guide aims to streamline your ad selection process, ensuring that your Google Ads strategy is well-aligned with your business goals.

Developing a Winning Strategy for Your Google Ads

A significant advantage of Google Ads is the flexibility it offers in bid management, catering to different budget sizes and campaign strategies. You can choose between automated and manual bidding. For those with tighter budgets, manual bidding allows you to set limits on your cost-per-click (CPC), ensuring you stay within your financial boundaries. On the other hand, automated bidding is ideal for saving time and works well if you have a more adaptable budget, allowing for optimization across various campaigns.

The effectiveness of your ad hinges on its ability to capture the attention of your audience. To make your ad content truly stand out, consider the following elements:

  • Craft Compelling Headlines: Your headline should be attention-grabbing and relevant, enticing users to engage with your ad.
  • Engaging Body Copy: Utilize a conversational tone that echoes your brand’s unique voice, making the ad relatable and engaging to your target audience.
  • High-Quality Visuals: Incorporate striking graphics or video content that enhances the appeal of your ad, making it more visually engaging for viewers.

These strategies are essential in creating Google Ads that not only draw attention but also resonate with your target audience, leading to better engagement and results.

Working With Onimod Global

Designing a successful online marketing campaign is a strategic process, essential for attracting the right customers and fostering business growth. Navigating this landscape can be challenging, especially if you’re not fully versed in the latest marketing trends and techniques.

Google AdWords, while being a potent marketing tool, can also be a significant investment. At Onimod Global, we are trusted Google Partner. Our vast digital experience and tailored advertising solutions focus on optimizing your returns while ensuring efficient use of your marketing budget. Our work spans various sectors, from SMBs to global corporations, enabling us to leverage this diversity to enhance your campaign’s effectiveness and drive sales.

If you have any inquiries about Google Ads or wish to discover more about Onimod Global and our Digital Marketing services, feel free to reach out to us today.

Marketers’ Top Google AdWords Mistakes

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Google AdWords is one of the most used digital marketing tools today. Even though its use is widespread, optimization is still difficult for some. Creating a successful AdWords campaign is time-consuming and takes detailed, exhaustive work. It may be demanding, but when carried out properly, these campaigns have the possibility to bring in a mass of sales and business opportunities. Not to mention the inverse can be scary for marketers: spending too much on an underperforming campaign. The average small business spends $9,000 and $10,000 on Google paid search campaigns. With marketers allocating so much budget to AdWords campaigns, it’s essential to know how to effectively use them, and to be aware of the mistakes to avoid. 

5 Most Common Mistakes and How to Avoid Them: 

Irrelevant Keywords or Wrong Match Type 

Keywords irrelevant to your ad copy or that have low search volume can cause your ads to have low quality scores. Along with using irrelevant keywords, you might be using too many. While you want to try to show up in as many searches as possible, you want to make sure they’re relevant to your product or service. Bidding on too many or irrelevant keywords will immediately drain your ad spend and could leave you conversion-less, especially if you’re using broad-match type. This match type allows ads to be triggered on a broad range of variations of your keywords, such as synonyms, possible misspellings, plural and singular forms, related searches, etc. 

The match mistake is an easy fix, as you can quickly go into the campaign settings to change it. First you should do your research on which type would be best for your particular campaign and target audience, such as phrase or exact match. Choosing the right keyword set can be a tedious task. It takes a lot of analysis, as well as trial and error. It’s important to choose keywords that are also used on your landing page, as that will increase your quality score. But it’s even more important to be aware of what your customers are actually searching. Users are much more likely to click on ads that include words and phrases that match exactly the query they typed in. Getting your list of keywords as tight and relevant as possible will help to drive conversions at the lowest possible cost. 

Not Utilizing Negative Keywords

Even after you have a solid list of keywords, there’s still a possibility of your ads getting shown for irrelevant or even negative searches. For example, you’re selling Axe deodorant and you’re bidding on the word “axe.” Someone could search “tree axe,” and your ad could fire. So you would want to apply “tree” as a negative keyword to ensure Google doesn’t trigger your ad for any searches involving that word. AdWords automatically gives you a list of suggested negative keywords to get started, but you shouldn’t leave it at that. Consistently watch your search terms report. Consider adding any keywords that come in for irrelevant queries, as well as expensive CPCs. If there’s a keyword that’s costing you high clicks and isn’t converting, you may want to pull it. 

Minimal Use of Ad Extensions 

Most users of Google AdWords are aware of ad extensions, but not of the full plethora or impact they can have. Ad extensions allow you to get more space on the results page, include more valuable information to your ad copy, send users directly where you want, give them the option to call you directly, and more. They can even have a factor in your overall ad rank. Google reported that adding a new ad extension typically increases click-through rates by 10-15%. Finding the right combination of relevant ad extensions can increase click through rates, lower cost per click, and improve positioning. Consider these popular extensions and their benefits: 

  • Callouts: Allow you to include specific attributes about your business, products, and services. This is an area where you can include more keywords and pitch-heavy content.
  • Sitelinks: These can build the content of your ad by offering additional information and links to more specific pages on your site, allowing users to get directly where they need to.
  • Structured Snippets: Allow your ad to highlight specific aspects of your products and services. The layout is a mix between a callout and a sitelink. Each snippet contains a header and list of features you choose to highlight. This extension can hurt your click-through rates if your content isn’t carefully thought out, because the design can be complicated and hard to read.

Not Using Landing Pages

Sending PPC traffic to a homepage is a huge mistake that some marketers are still unaware of. Most people that are performing searches are looking for an immediate solution to a problem. Sending them to your homepage means they will have to spend even more time searching through your site for what they actually want. If they don’t immediately find it, they’ll likely bounce and search elsewhere. If a user already went as far as clicking on your ad, make it easy as possible for them to actually convert. With that being said, you also need to make sure they’re being directed to appropriate landing pages. If you can, try to create a designated landing page for each keyword set that answer the same user intent, and make sure there is a clear call-to-action on each. You can learn more about creating high converting landing pages here. 

Not Testing Ads or AdCopy 

Testing is widely underutilized when it comes to AdWords campaigns. It is often dismissed as time-consuming and unnecessary, but you really don’t know how an ad is performing unless you can compare it to another. Create ads with various headings, keywords, body copy, placements, landing pages, etc. To get the best results from A/B testing remember to:

  • Only change one factor per test.
  • Have a clear hypothesis. 
  • Perform the test long enough to gain accurate results. 

 

Final Thoughts 

Every marketer makes mistakes, but being proactive can help you to avoid the simple ones. All these mistakes are easy to make, but they’re also relatively quick fixes and easy to learn from. Running AdWords campaigns can be tedious, but when carried out correctly the results can be monumental. That’s why it can be beneficial to outsource for your paid search needs. At Onimod Global we are experts in SEM. As a Google Partner, we are a digital marketing company, trusted by Google to excel with their products. We are experts in paid search on major search engines like Google, Bing, and Yahoo, as well as in social advertising across all platforms. We work as your own in-house digital marketing team. 

Learn more about what we do, or become a client today! 

 

The Best Post-Cookies Digital Marketing Strategies

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Marketers have been predicting the death of cookies since 2017, and yet it’s still holding on. Safari and Firefox already block third-party cookies by default, and Google Chrome is soon getting the controls to follow. This has been regarded as the “nail in the coffin” for cookies, meaning the end is finally in sight. 

What exactly does this mean for digital marketers that have been relying heavily on cookies for so long? If that includes you, there’s no need to worry. Marketing as we know it will survive. There are a number of more effective data sources being developed, as well as plenty of tactics to break and replace the cookies habit. 

 

People-Based Marketing 

People-based marketing combines real-time behavioral data with first party brand data to create a cohesive marketing system, centered around the individual consumer. This behavioral marketing method does not rely on third-party cookies. Instead it allows brands to use a proactive approach, creating a marketing strategy that’s ready to meet the user wherever they choose to engage. 

A successful strategy includes three key elements: Identification, Data, and Automation. 

Identification: This is the process of identifying and connecting consumers and their devices, with the ultimate goal of ensuring persistent, cross-device recognition for a single view of the customer. This is necessary because most consumers do not spend time online on a single device. A typical consumer navigates through various devices – desktop computers, smartphones, and tablets, while looking at the same products. If the full customer journey is not tracked well, it could lead to incorrect assumptions about their behavior. These assumptions can cause inaccurate data, ultimately resulting in poorly designed marketing campaigns. 

Data: Brands have an abundance of data on each customer, from purchase data to email engagement to device information. Until recently it was impossible to actually put this data to use, due to limitation certain channels have put on it. With the identification-first approach, we can now tap into the dunes of dark data since it all ties back to the first identifying point – the email address. Now, brands can organize all their data the “people-based way,” attributing every piece of data to the single individual in question. And it’s not just historical data, brands can refer to real-time behavioral data like their device, their interaction with your website, their carts, as well as the products and categories they visited while browsing. Linking together these data points allows brands to get a singular view of the customer.

Automation: Instead of relying on cookie-based data, people-based marketing automation relies on first party-based targeting. Brands unlock a singular view of consumers, one that anchors all of the data discussed above to a single email address. As a result, brands can automate their marketing approach across all devices and all channels under a single cohesive marketing strategy. The power of people-based marketing stems from the fact that it looks at the business’ lowest common denominator, the consumer, as opposed to a specific channel or device.

 

Contextual Advertising 

In the simplest terms, contextual advertising is advertising on a website that is relevant to the page’s content. In traditional contextual advertising, automated systems display ads related to the content of your site based on keyword targeting. This is not a new strategy, but keyword contextual based advertising is one of the best options to cookies-based behavioral targeting. The downfall to behavioral targeting is that you may be getting shown ads for things you would never really buy as an everyday consumer. With contextual advertising you’re only shown ads based on the content you’re looking at, not your overall behavior profile. 

Google AdSense is the ideal platform for this type of advertising, giving you the ability to place, images, videos, or text ads on pages of participating sites. You can put dynamic content in front of people that weren’t necessarily searching for you, but were already interested in your field of industry. YouTube advertising, which is a part of the Google Ads System, is another contextual advertising opportunity. For example, you could show a brief video game ad right before a video game tutorial YouTube video. 

The move to contextual targeting will also mean a move back to focusing on producing and distributing relevant content. Extremely specific ads need to be created for equally specific keyword groups and site pages. User relevancy should be maximized, which in turn maximizes clicks, conversions, and ultimately ROI. 

 

Final Thoughts 

The disappearance of third-party tracking may be unsettling at first, but most marketers are starting to believe tracking cookies are no longer needed. Apple’s Safari and the GDPR made the method increasingly unattractive and the expectancy of stricter privacy regulations is why Google is planning on joining the “cookies ban” bandwagon. Moving forward it’s going to be all about exploring new technologies, innovation, and striking a balance between profit and privacy choices to avoid another wave of consumer backlash. Utilizing first-party data that you can get when people intentionally engage with your brand is the first step toward accomplishing this.

 

More From Onimod Global

While there’s no avoiding the changes to come, you don’t have to face these challenges alone. Onimod Global is here to help, with expertise in every area of digital marketing, including SEM, SEO, Social, Web Dev, Graphic Design, and more. Receive the highest-quality customer service, 24/7, at an affordable rate. Learn more about what we do, and start your project today. 

Google AdWords Is Becoming Google Ads

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Google has revealed that their complex lineup of ad products is getting re-branded. AdWords launched 18 years ago with the goal of easing the process of connecting online with businesses. The most significant change since then has been the increasing use and incorporation of the mobile internet into our everyday lives. With several changes in the space came with increased complexity; therefore Google decided to simplify brands and solutions for their advertising products. The main changes Google is making with their current platforms is combining all different advertising channels to make the lives of digital marketers much easier. The three brands AdWords is breaking down into are: Google Ads, Google Marketing Platform, and Google Ad Manager.

Google Ads

Google Ads will be the front door for advertisers to buy on all Google surfaces. It represents the full range of advertising capabilities that Google currently offers. In this space, Google is also creating a campaign type called Smart Campaigns. Designed specifically for small business advertisers, Smart Campaigns will allow for ease into first-time online advertising. The purpose is to identify actions that are priorities to these businesses whether that be phone calls, purchases, or store visits. After recognizing these prioritized actions, Google Ads will then use machine learning to optimize ad copy and targeting to drive more of those actions.

Google Marketing Platform

Google will combine DoubleClick Digital Marketing and Google Analytics 360 into one single brand: Google Marketing Platform. The main reason for the conjunction of platforms is because feedback has told Google that there are several advantages to using ads and the technology of analytics together. According to Google’s official blog, their goal is to have this platform be a place where marketers can plan, buy, measure and optimize digital media and customer experiences in one place. In addition to uniting DoubleClick and Analytics 360, Google is also announcing a new platform called Display & Video 360. This will combine features from DoubleClick Bid Manager, Campaign Manager, Studio and Audience Center. Display & Video 360 will also enable marketing and media teams collaboration abilities in a single space.

Google Marketing Platform

Tech Crunch shares a quote from the Managing Director for Platforms, Dan Taylor:

“The Google Marketing Platform is responding to a growing need for collaboration. For example, Adidas used the platform to bring its brand and performance marketing teams together with the measurement team.”

Google Ad Manager

Google Ad Manager will combine Google’s monetization tools such as DoubleClick Ad Exchange and DoubleClick for Publishers. This has been a 3-year merging process, and over this time Google has been working to unify this platform. The benefit of this will be publishers being able to manage business directly and efficiently. AdSense and Admob brands are expected to continue with no consolidation.

Jonathan Bellack, Google’s director of product management for publisher platforms, says the following about the Google Ad Manager Platform:

“These categories have just been breaking down for a while — all of our publishers already log into one user interface. So the only thing that’s really changing is the logo.”

 

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How to Digitally Optimize Your Campaign for the Hotel Industry

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One of the most inspiring aspects of digital marketing is that it can be useful across an incredible number of different industries. Each industry comes with its own unique strengths and caveats, and the industry of hospitality is no different.

Step One: Strategize

Of course, digital marketing success cannot be achieved by simply setting up a campaign through Bing or Google. This action does not make you a search engine marketing expert. In order for any marketing campaign to be successful, there needs to be a certain amount of effort put into formulating a strategy.

This basic and primary phase is so often understated or ignored, and unfortunately this ignorance can cause serious problems down the road. It is not enough to just generate leads. Instead, you should be focused on gaining quality conversions. What is the use in having thousands of respondents who will never actually book a stay in your hotel?

Step Two: Make Use of Your Resources

When it comes to advertising for your hotel, there are many different digital tools that you can utilize. A major advantage to digital marketing is that it gives you the ability to generate quality leads for a relatively low price.

In the world of digital advertising, two major brands dominate; Google and Facebook. These will be your go-to ad platforms as you begin to construct a digital marketing campaign for your hotel.

These two platforms possess several strengths such as:

  • Low cost per conversion.
  • Localized ads to target consumers currently located near you.
  • Mobile ads that appeal to the preferences of consumers today who are looking for ease and convenience in their purchases.
  • Native advertising throughout the regularly used social media and search engines that consumers use in their every day routine.

The list goes on, but these four reasons alone are enough to peak the interest of any hotel brand. There are also many other platforms that your brand can utilize, but these two advertising platforms should serve as a good baseline for your first steps in digital marketing.

Step 3: Review and Revise

It is always important to review a campaign before it is launched. This final step helps to rid the campaign of any minute errors that may not have been noticed the first time around. Taking a second look also provides the marketer with the chance to make sure that all ads align directly with the campaign’s mission. It can be fairly easy for a digital campaign to split off into a slightly different direction as it is making its way through the construction process.

This stage also provides a period in which you can review your other marketing sources and make sure that they are up to date. For example, many brands neglect their website and the incredible impact it has upon their brand. Brilliant and engaging ads will do little to convince a consumer of quality when all ads lead back to a broken and outdated website.

More From Onimod Global

As always, the digital marketing experts from Onimod Global are here to make sure that you receive the best information possible regarding the digital marketing industry. Our content specialists frequently publish new content pertaining directly to industry news and trends.

To access our full compilation of news articles, please click here. Thank you, and we look forward to providing you with more digital marketing insights soon!

Paid Advertising Metrics That Matter

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There is no busier time of the year for an advertiser than the holidays. As millions of consumers are looking to purchase gifts for their loved ones, we advertisers are here competing against one another for their attention.

Digital technologies have allowed advertisers much more access into the everyday life of the consumer, which is an incredible advantage for most. However, it is not enough to simply run a digital marketing campaign unless you can accurately measure and interpret its results. So what do you need to look for?

AdWords Pay Per Click

SearchEngineLand.com has recently published an article that discusses the best measurements to analyze when assessing the value of a PPC campaign, particularly those carried out through Google AdWords. The article brings many important topics to light, and is centered around 4 major areas of concern for AdWords PPC campaigns:

  1. High Cost Per Click = low profitability
  2. Long-tail keywords are a waste of money
  3. More clicks don’t mean more conversions
  4. There is no silver bullet

Facebook

Facebook has completely dominated the market when it comes to social media advertising. With more than 2 billion active users, Facebook provides an ideal consumer base for most businesses. The platform is also equipped with many different tools to help marketers keep track of how well their campaigns are performing.

The Facebook Pixel is just such a tool. As you are setting up your campaign, you are given the option to track users with the Facebook Pixel. This allows marketers to get a more complete picture of the customer journey by embedding a tiny, pixel-sized image into the ad. A similar Onimod blog post discusses this topic a bit further with the recent debut of the Snapchat Pixel. To read the full article, please click HERE.

Another highly useful Facebook tool is their split testing option. This campaign type allows the marketer to run two of the exact same ads to two completely different audiences. This form of A/B testing helps advertisers get a better idea of who their target consumers truly are.

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At Onimod Global, our content creation team strives to consistently offer the latest industry news combined with expert insight. We have many other articles relating to this subject of paid advertising metrics, including:

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Industries Benefiting The Most From Digital Marketing Campaigns

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Although running successful digital marketing campaigns can be beneficial for many industries, there are some in particular where ROI is much more substantial. It’s almost an “adapt or die” scenario for companies within certain industries in an advertising market dominated by digital media. Listed below are a few industries that have substantial returns on investments when it comes to digital marketing efforts.

Health:
The health industry in today’s market is comprised of millions if not billions of dollars. Physicians, dentists, and any other entities involved in the health industry produce significant returns from clientele. The importance of effective search engine optimization (SEO) and search engine marketing (SEM) strategies to appear on the first page of search results is huge. The ROI is so substantial that there are some health clinics and larger hospitals that allocate millions of dollars to their annual advertising budgets. That alone shows the importance of leads and conversions and why digital efforts need to be emphasized in the health industry.

Food and Restaurant:
The scope of the food and restaurant industry has changed drastically. Businesses are always trying to find new ways to attract consumers to their venues and get customers to feel connected to their brands. Many restaurants have started to prioritize social media advertising as a way to reach target markets and new audiences. According to Toast Inc, “there has been a 20% overall increase in restaurants advertising on social media so far in 2017 compared to historical data.” Therefore, restaurants have started to pick up on the digital advertising trend and those who fail to adapt will suffer in the long run.

Law:
It’s no surprise as to how much money is involved when it comes to the legal industry. The ROI for defense attorneys and law firms is in most cases substantial. However, it was reported by Greentarget in a survey that in 2014 only one in four law firms prioritized their digital marketing plan over other marketing efforts. Although it was three years ago, this statistic is mind boggling due to the high amount of search traffic for law related key words. Essentially, in order to stay on top of competitors in the legal industry, a major online presence is needed and prioritizing digital marketing efforts is a must.

Auto:
Marketing has always played a huge role in the auto industry, but the traditional days of billboards, magazines, and radio ads are diminishing. With the majority of today’s consumers searching online for automobiles, the importance of digital marketing has increased tremendously. eMarketer  stated that “spending on advertising in traditional media by all major auto companies is following a downward trend, while spending on digital advertising is increasing every year. In fact, from 2014 to 2015, it rose almost 22 percent.” In the end, it’s clear that companies within the auto industry will continue to battle it out through digital marketing and continue to find new ways to reach consumers.

In Need Of Digital Solutions?: At Onimod Global some of the clients we serve are in these industries and we know what it takes to deliver positive ROI. If you’re associated with a business seeking improvements with SEO, SEM, Website Development, or any other digital marketing service feel free to reach out to us on our Contact Us page. We look forward to hearing from you!