Tag Archive for: Digital Marketing

5 Types of High-Performing Video Content to Enhance Your Marketing Strategy

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Video continues to be the king of content types as we work our way into 2021. All brands should be utilizing video, but certain types of videos appeal to some marketing objectives better than others. So, how can you know what type of video is right for your company? 

Here are 5 top performing types of marketing videos that almost any brand can take and customize to fit into their strategy. 

1. Explainer Videos 

This type of video is extremely simple. As the name suggests, they’re short and concise videos explaining a brand, product or service. These are best used at the awareness stage in the sales funnel and perform best on websites, social media, YouTube and in ads. 

They often involve animations to make the explanation easily digestible with voice overs to increase message retention. Some things to watch out for are making these videos too long, braggy, too salesy or get too technical. Be sure to tell a compelling story, have a simple message and include a clear CTA. 

2. Product Demo Videos 

Product demo videos aim to show the value of a product and how it can solve pain points. These videos are most beneficial at the decision stage of the sales funnel and perform best through email and on websites. The ideal length is generally around 2-3 minutes. You want to give clear insight into product usage, but you don’t want to make it so long that viewers lose interest. 

3. Testimonial Videos 

Testimonial or customer review videos show a real user of the product or service telling how it helped them solve a problem. These are also most beneficial at the decision stage of the sales funnel and perform best on websites and social media. 

A positive review from customers gives potential customers more confidence in trusting a business, making it easier to make an informed decision. In fact, customer reviews create a 74% increase in product conversion and 90% of consumers look at online reviews prior to trusting and visiting a business. 

When creating this type of video you want to make sure it’s authentic. You don’t want to ask customers to memorize a script, it should look as natural as possible. 

4. Behind-the-Scene Videos 

Behind-the-scene videos show potential customers how a brand produces its products and adds a more personal touch to its image. These can be good to use at both the awareness and decision stage of the sales funnel. They also perform best on websites, YouTube and when shared on social media. 

Behind-the-scene videos are important because they let potential customers understand what all goes into your business. It gives a “peak behind the curtain” and can make them feel more connected to your brand. You want to keep these videos casual, let your brand personality shine through and seem authentic as possible. 

5. Company Culture Videos 

The last type is company culture video. These are a short highlight reel from the perspective of an employee and show what it’s like to work at your company. These are most beneficial at the interest or action stages of the sales funnel and perform best on websites, social media, YouTube and through email. 

Company culture videos communicate brand purpose, values and insights from current employees. This can help customers get excited about doing business and starting a relationship with you. 

With these videos you want to make sure to show passionate employees, find ways to project your values and show off a good day at the office. Avoid relying heavily on a script, coming off too braggy or focusing too much on employee opinion. Again, these videos are best when they’re completely authentic and organic as possible. 

Final Thoughts 

If possible, it’s best to mix and match different styles and types of videos to find something that’s unique to your brand and helps you stand out among the competition. You should also utilize the videos you create on all relevant platforms. Even if they perform better on one than another, you still want to reach the biggest audience possible. 

More from Onimod Global 

Onimod Global is looking forward to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Simple Link Building Techniques to Follow in 2021

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When it comes to SEO, both on-page and off-page efforts are equally important and need to be done appropriately. Link building is an off-page SEO technique that has become essential in enhancing a website’s rankings and its overall growth. 

Over the past few years, marketers have had to change the way they go about link building due to changes in Google’s algorithm. Google now ranks the quality of links above the total number of links a website has. With that, here are four effortless link building techniques you can utilize in 2021. 

1. Guest Posting 

A guest post is one of the most impactful link building techniques. This not only allows you to generate more backlinks, but helps you build relations with others in your industry as well. It’s fairly easy to identify blog sites that will allow others to write guests posts for them. Look for a medium that is appropriately related to your niche, but not a direct competitor. Doing this will not only allow you to build more backlinks, but can help you build good relations as well. 

When guest posting, you want to make sure your content is high quality and published in a good presentation. If the delivery is not good, your reputation could suffer and defeat the purpose. Make sure you generate informative content so you’re building links in the most effective way. 

2. Broadening Your Relations 

No matter the industry, relationships matter. The same goes for link building. Identify blogs, forums and pages that are related to your niche. Follow them on social media and try to get into contact with them. Connecting with more businesses similar to yours can help in a variety of ways. Not only are you building links but you’re also putting yourself more in the loop of what’s going on in your industry. This also helps you create more awareness for your brand, ultimately helping you and your site grow. 

3. Testimonials 

Writing testimonials is another simple and effective link building method. There are many companies that ask and enable people to write testimonials on the products or services they offer. When you leave a testimonial, you can get a backlink if the company publishes it. Ultimately this will engage more visitors and traffic to your website. 

4. Keep an Eye on Competitors  

Lastly, you should keep an eye on the links your competitors are building. Monitor the strong links they have and see the strategies they implement in going about building them. This can help you improve your own strategies and identify how you can go about getting the highest quality links. 

Final Thoughts 

Link building is an essential factor in an overall SEO strategy. While these are fairly simple tactics, there are many more. Sometimes it’s easier to seek help from the experts. At Onimod Global, SEO is our core attribute and a pillar of our marketing strategy. We develop organic search engine optimization campaigns that deliver increases in organic traffic through an increase in natural rankings across all major search engines. If you’re interested in digital marketing assistance or want to learn more about what we do, contact us today. 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here

7 Ways to Improve Your Online Presence in 2021

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All businesses are looking to attract more customers in their local area. Obviously, increasing local SEO efforts is going to be one of the best ways to accomplish this. 

Here are 7 local SEO ranking signals to concentrate on to improve your online presence in 2021. 

1. Google My Business 

Claiming your Google My Business page is one of the simplest and most effective ways to start improving your local SEO. Not to mention, it only takes a few minutes and is free. Once you’ve claimed your listing, you can optimize it further by choosing the most accurate categories for your business. You should also add photos of your location, products, staff etc. This helps add credibility to your business and serves as an additional local ranking signal. 

2. Increasing Reviews 

According to Google, high-quality reviews can improve your businesses’ visibility, especially positive ones. And similar to Google My Business, you should claim all listings on any review sites. Though it’s important to note that Google reviews carry the most weight when it comes to SEO. Location keywords being used in reviews are also valuable, as it sends signals to Google that you’re a trusted local business. 

3. Create Social Business Pages 

While Google still remains top for search engines, Facebook is also highly utilized. Which is why it’s essential to have a business page and keep it updated with accurate information and link back to your website. It’s also helpful to claim listings on other social platforms, like Twitter, LinkedIn and Instagram, as well. Even if you’re not frequently active on those sites, it’s still beneficial. 

4. Consistent NAP 

Make sure your name, address and phone number are consistent across all online listings including review sites, maps, social media, etc. Google wants to make sure they’re providing accurate information to users, and this can help ensure that. 

5. Mobile Responsiveness

Since Google’s mobile-first indexing has rolled out, they look at the responsiveness of your mobile site first, not desktop. Make sure your site is optimized as much as it possibly can be for mobile. If you haven’t done this already, Google has a mobile-friendly test that can help you get started.  

6. Local Keyword Optimization 

Be sure you’re consistently sharing content that organically includes localized keywords. This could be about local events, news, weather or whatever makes sense for your brand. Includes location keywords wherever possible but still make it natural. For example, you wouldn’t want to just say “air conditioning repair.” To optimize for local SEO you would add “air conditioning repair in Chicago.” Also be sure to also optimize your titles and meta descriptions.

7. High-Quality and Diverse Inbound Links 

Links from trusted Google sites are important for SEO and especially for local SEO. You want a range of inbound links that are relevant, authoritative and gained organically. Links from news sites, community blogs, etc prove that your site is trusted by others in your community. But the most effective inbound link is from a high authority site using both your city and a main key term. 

Final Thoughts

SEO is absolutely vital to achieve long term search engine visibility for your website.There are a number of ways to enhance your local SEO efforts but these 7 tips are a great place to get started. For additional and more advanced practices, it’s best to consult SEO experts. 

At Onimod Global, SEO is our core attribute and a pillar of our marketing strategy. We develop organic search engine optimization campaigns that deliver increases in organic traffic through an increase in natural rankings across all major search engines. If you’re interested in digital marketing assistance or want to learn more about what we do, contact us today. 

The Clubhouse App: What Marketers Need to Know

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Clubhouse has been steadily gaining traction since it first launched in 2020. This app has an entirely different concept than any other social media platform, creating a brand new opportunity for marketers. Here’s what businesses need to know about Clubhouse and some ways it may be relevant for you and your customers. 

What is Clubhouse? 

Clubhouse is a free, voice-based social media app. Users can listen in to conversations, interviews and discussion between people on various topics. It has been described as listening to a live podcast with an added layer of exclusivity. Currently, Clubhouse is invite-only. Meaning not everyone can download it off the app store. 

For those that have been invited to join, you first select topics off of interest, like tech, books, business, health, etc. The more information you give the app about your interests, the more conversation rooms and individuals the app will recommend you to follow or join. The rooms resemble a conference room where some are talking and others are just listening in. Once the conversation is over, the room closes and disappears. 

How can you use Clubhouse for your business? 

The biggest benefit from Clubhouse is the ability to connect with prominent business leaders, entrepreneurs, others in your industry and potential customers. You can also position yourself as a thought leader in your industry. As more people join the app, it can have a large payoff to have spent time positioning yourself as an expert and start gaining followers early. 

The voice-note aspect of Clubhouse also allows a new way to humanize your business to others. It can help make interactions feel more personal, allowing you to convey more emotion and have real conversations with other users. 

There is also a new development of an influencer program. This program will only be open to 40 top users on Clubhouse and will allow business to tap into those with a large number of followers. 

How can you get an invite? 

To join, an existing Clubhouse user has to send an entire from their app, giving you access to set up the account. When you’re invited you’ll get a link through a text message. Users can’t invite anyone, though. They only get two available invitations at first. 

Final Thoughts 

As Clubhouse continues to scale, the number of audio creators is growing. Their impact on the broader influencer economy is just beginning. Some members of the pilot program have begun contemplating brand deals and cross-platform promotion. Others have begun to form creator collectives, like those started by prominent users on TikTok. Overall, this could be a good future opportunity for many businesses.

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Tips for Measuring LinkedIn Campaign Success

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If you can’t measure it, you can’t improve it. This is especially true when it comes to marketing campaigns. The extent to which we’re able to measure the impact of our campaigns determines the quality of our insights, the effectiveness of our optimization strategy and the clarity of our results. For this reason, LinkedIn offers a robust suite of measurement tools, and just released a 6-point checklist for getting the most out of these tools and our campaigns. 

1. Identify key metrics according to your marketing goal. 

To keep your campaign on track with your desired outcomes, LinkedIn’s Campaign Manager uses an objective-based framework where your ultimate goal stays on top. Then the specific metrics you measure will ladder back to your objective, no matter what it may be. 

2. Set up the Insight Tag. 

Conversion tracking is essential no matter what platform you run your campaign from. This allows you to gain a deep and comprehensive look at ad performance. When you pair this with the Insights Tag on LinkedIn, you’ll be able to see how many downloads, sign-ups, purchases or other conversions are being driven by your campaigns, even after the user clicks out of LinkedIn to your website. 

3. Set up Lead Generation Forms. 

Lead Gen Forms make everything easier from both a marketer and user perspective. These are pre-filled forms based on the user’s profile, which removes the need to complete a bunch of fields in order to access the content or register for an event. On the marketer’s side, we receive accurate and actionable lead data. We also have the ability to centrally track key lower-funnel campaign metrics such as cost per lead, lead form fill rate and the number of leads from a specific professional audience segment. 

4. Conduct weekly analytical assessments. 

It can be a mistake to measure ROI too soon in a campaign. It usually takes some time to see the full impact of a campaign, given the complexity of today’s buyer journey. That also doesn’t mean you shouldn’t begin measuring your campaign quickly and tracking results continuously. Best practices include conducting weekly analysis after the initial launch of the campaign, focusing on what can be tweaked and improved. 

5. Use Campaign Demographics to see which audiences respond best to your ads. 

The Campaign Demographics feature on LinkedIn helps marketers see exactly who is interacting with their ads, based on key professional identifiers. These include job title/function/seniority, company size, location and more. This feature is beneficial because, while it’s nice seeing your ads getting high impression numbers, it doesn’t necessarily mean they’re coming from the right people. Once you identify who is seeing your ads, you can make any necessary adjustments. 

6. Use performance insights for recommendations to improve bigs and budget. 

Obviously, we don’t want to be spending money in the wrong places. On LinkedIn you can access campaign insights that give recommendations for how to improve bids and budgets. 

Final Thoughts 

According to recent research from LinkedIn, only 37% of digital marketers describe themselves as “very” confident in their ROI metrics. Improving your ability to measure, analyze and improve your campaigns offers a large opportunity for competitive advantage in today’s marketing space. At Onimod Global, we’re experts in both social media marketing and analytics. We make digital decisions driven by data and have advanced analytics and reporting capabilities. If you’re looking for assistance in LinkedIn marketing or on any platform, contact us today. 

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Start Successfully Marketing Your Blog

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A blog can be an extremely valuable asset to a business’s overall success. Over the last decade or so, businesses have increased revenue, improved brand awareness, and boosted conversions with valuable written content published for their target audience and customers. But for this to be accomplished, you must market the blog itself. 

Follow these best practices for promoting and marketing your blog content. 

Keep buyer personas top of mind.

When creating your blogs, you should always be thinking about who your ideal customer is and why they need your product or service. This way, you’ll be able to create content specifically suited to your audiences’ wants, needs, challenges, pain points, etc. When you create your blogs with these points in mind, it will be easier to use it as a conversion tool. 

Watch your competition. 

Competitors can provide insight into what’s working or not working when it comes to blog content and your target audience. Watch for thought-leaders in your industry and see what they’re writing about or experimenting with. How is their audience reacting? What gets the most traffic and drives the most discussion? This can help you determine what you need to do to stand out and provide your readers valuable content. 

Perform SEO and keyword research. 

An additional way to help you stand out among your competitors is by making sure your blogs rank higher on a webpage. Dedicate some time to keyword research to identify the phrases your target audience is searching the most. You can then tailor your blogs around these keyword phrases and include them in the blog when they naturally fit. You’ll want to perform this research prior to writing your blog. You can start by creating a list of 5-10 keyword groups you want to rank for, along with their associated long-tail keywords. 

Determine where the content will be distributed. 

It’s important to strategically determine where you’ll be distributing your content. Depending on the blogging software you use to host, it may be simple to add your articles to their corresponding landing page. Other ways to distribute your content include social media and online publishing platforms. You could also work with industry experts or influencers to share your content on their platforms as well. 

Final Thoughts 

Creating a successful blog in your niche is a great way to reach and nurture potential customers. Consistent content that solves common challenges of your readers can help build trust and advocacy. This will inevitably contribute to your overall business success. 

At Onimod Global, we’re your in-house marketing team, your partner experts for specific marketing verticals or some nice balance in between. We excel in customer service and serving as our clients consultative marketing team. If you need assistance with your blogging strategy, contact us today. 

5 Tips for Improving Your Webinar Success in 2021

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While many of us hoped webinars would be a trend that stayed in 2020, they’re still a necessity in the upcoming year. There are many benefits to holding webinars, though. Such as educating your audience, proving your industry expertise and increasing overall sales of your product or service. 

If you’re going to continue to run webinars in 2021 and are looking to increase your registrants and improve its overall success, follow these simple tips. 

1. Create Lead Gen Campaigns to Secure Registrants

Besides the webinar itself, a lead generation campaign is the most essential step in the overall process. To run a lead gen campaign you need an effective landing page with an easy-to-complete form and clear copy that lists: 

  • The topic and main talking points of the webinar 
  • The date and time 
  • Who will be the speaker and their expertise 

Once your landing page has been created, you can begin leveraging it to secure registrants. Here are some strategies to reach your target audience and getting them to register: 

  • Create Google Ads and paid social campaigns using targeted keywords aimed at your demographic. 
  • Run an email campaign. 
  • Link your landing page in any newsletters. 
  • Write a blog on the same topic of your webinar and use a CTA that links to your landing page. 
  • Create an organic social media campaign. 

2. Perform Lead Nurturing 

Your strategy should include a lead nurturing campaign as well. This should consist of a series of 3-4 emails or text messages that remind registrants of the event and include links to different content assets related to the topic. 

Since you already have your registrants contact info, the link to whatever content assets you include should be un-gated whenever possible. It’s important to balance your lead gen efforts with user experience. The best way to ensure this is to collect information slowly over time and by providing valuable content that keeps your users engaged. 

It’s also important to remember to not send too many nurturing emails or texts. You don’t want to bombard your audience with too many messages and motivate them to unsubscribe before the webinar even takes place.

3. Utilize Polls During the Webinar

Now that you’ve secured your registrants and the webinar is taking place, it’s time to figure out how to keep them engaged. The best way to do this is by posting questions throughout the webinar to keep attendees engaged and collect valuable information along the way. Many of your attendees might be reluctant to use the Q&A portion of the webinar as well. So polling them throughout the event is a great strategy for learning more about your audience in real time. 

Here are a few things to keep in mind when creating your webinar questions: 

  • Ask one question at a time to avoid confusion. 
  • Use simple language to get the most accurate answers. 
  • Introduce the question before asking them and show your attendees where to respond. 
  • Show the results to keep your audience invested. 

4. Create and Distribute an On-Demand Version of the Webinar

Creating an on-demand version of your webinar allows you to get the most out of these online events. By being able to post a recorded version of the event, you can exceed your registrant totals and market to a new audience. These recordings should be gated, as they’re premium content and are likely being viewed by users who did not originally sign up for it.

5. Create Automated Programs to Follow-Up with Attendees 

Since you have already established a relationship with those who attended the webinar, you should set up an automated email campaign to communicate with them. This campaign should be a series of 4-5 messages that include details about your products or services and how they can solve the recipients’ pain points. 

More from Onimod Global 

At Onimod Global, we’re always looking to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

5 Ways to Increase Your Customers’ Online Trust of Your Products

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Along with the ramping up of ecommerce in the early days of quarantine, so did fraudulent activities. According to brand protection firm, Red Points, the sale of fake cosmetics, apparel, toys, and sporting goods surged, with the number of counterfeit detections growing by 38%. This is becoming a growing concern for consumers, with 92% having concerns about making purchases from unfamiliar websites. Customers main concerns seem to be: 

  •  Getting their credit card or personal information stolen. 
  • They won’t be able to return items.
  • Not getting personalized customer support. 
  • That the product will look different once it arrives. 

Trust among your online customers is more important than ever before. Businesses are now tasked with not only providing quality products and exceptional customer service, but also with proving they’re reliable and can be trusted. 

Building that trust requires appealing to consumers’ social, psychological and economic instincts. Here are 5 ways to help improve the trustworthiness of your brand and products with online customers. 

1. Social Proof 

Social proof can be anything from your social media following, endorsements from trusted experts or influencers, evidence of demand or certifications. But the most effective form of social proof is word-of-mouth and positive online reviews and testimonials. According to research conducted by the Spiegel Research Center, nearly 95% of shoppers read reviews before making a purchase. It’s not as simple as just getting reviews, though. There needs to be a substantial amount and they must be authentic. It’s also important that you don’t delete negative reviews, either. Instead, you should take the time to respond to them. This shows that you read your reviews and actually care about your customers, increasing brand trust. 

2. Personalize Your “About Us” Page 

Users that have never heard of a company and are making a purchase for the first time will likely navigate over to the “about” page to learn more. Your “about” page isn’t the time to use sale pitches, jargon or company lines. It’s an opportunity to tell your story and create a genuine connection with your customers. Introduce yourself, your business and tell what makes your products unique. This is how you best translate real authenticity and start a relationship with your customers. 

3. Prioritize Social Media 

There are many ecommerce counterfeiters that will utilize social media to hit their targets. This is why it’s essential to ensure your own social media channels convey authenticity and the genuine nature of your brand. It’s important to share content regularly, ensure consistent messaging across all platforms and interact with your followers. When pages aren’t updated consistently or only show low quality images and content, it can leave users questioning the legitimacy of your business as well. If you don’t have the capacity to consistently update all your social channels and create quality content, it may be worth outsourcing.

4. Create Clear and Detailed Product Descriptions with High-Quality Photos 

Normally when it comes to copywriting, less is more, but not when it comes to product descriptions. The best way to differentiate yourself from scammers is by including as much information as possible. Your product descriptions should have: 

  • Measurements 
  • Materials 
  • Colors 
  • How it’s packaged 
  • How it’s shipped

You should also include as many high-quality photos as you possibly can.

5. Be Available for Questions and Customer Support 

It can be unsettling to consumers if they’re trying to reach a company but aren’t able to easily find contact information. Along with an email address, be sure to also include a physical address. Customers should also receive prompt responses from your company. If customer service fails, all other efforts are meaningless. When emails or direct messages are left unanswered, consumers immediately have doubts. This can also lead to more negative reviews and word-of-mouth. 

Final Thoughts 

Establishing your brand authenticity and trust among your customers isn’t difficult. It just takes sharing your products, why you love what you sell, investing time and resources into original content creation and clearing communication with customers. 

At Onimod Global we’re experts in the ecommerce and social space. We’re always looking to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

How to Maximize Lead Generation via Facebook Posts and Ads

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With billions of people using Facebook each month, the opportunity for lead generation is endless. Facebook recently shared tips on how to maximize lead generation via Facebook posts and ads to help businesses boost the performance of their Facebook marketing efforts. These tips cover the four critical elements of effective lead generation, intending to help marketers formulate a better strategy for reaching and connecting with potential customers. 

1. Lead Capture

According to Facebook, one of the keys to capturing leads is ensuring that your audience clearly understands what they’re signing up for. They should also clearly understand what makes your product or service worthy of giving their personal email address or other information. Being upfront and having clear communication from the get-go helps ensure that those that are converting are a part of your target audience. 

2. Lead Magnets 

Facebook’s second tip is that brands should adopt the “give before asking” mentality by offering users something in return for their information. This could be a one-sheeter, eBook, discount code, free trial, newsletter, webinar, etc. By providing value upfront you establish trust and a connection with your audience, leading to a better relationship and more brand-loyalty in the future.

3. Landing Page 

Landing pages are a critical element to ads. It’s important that once you get a user to click through your post or ad, that your landing page matches what you’ve explained. It’s also important that it has a quality design and effectively collects the information you need. Facebook advises brands to test different versions of landing pages to see which have the high click-through and conversion rates. They also suggest that you should consider setting up a custom audience to then retarget those who have clicked through, but not yet converted. 

4. Lead Scoring

Facebook’s final tip is to create a lead scoring matrix in order to better customize their outreach efforts and prioritize leads based on past engagement. For example, downloading a white paper is worth more points than unsubscribing from your email list. This can help you save time and effort by only contacting the leads that are more likely to convert first. The way you go about establishing your lead scoring table will vary, depending on your offer and goals. But the idea is that by segmenting each of your leads will allow you to better focus the outreach for each of your strategies. 

Final Thoughts 

Lead generation is key to maximizing your Facebook marketing efforts. The more insights you can gather, the better you can hone in on where the right people are for every campaign. Either by focusing on groups directly or using them for Lookalike’s to expand your research. At Onimod Global, we’re experts in digital marketing, specializing in Facebook Ads. If you need additional assistance in the Facebook ad space, or any area of digital marketing, we can help. At Onimod Global we’re experts in all areas of social media and digital marketing. Learn more about who we are and what we do, and contact us here today. 

We also release the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here.

5 Google Ads Campaign Tips for 2021

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Is your 2021 resolution to improve your Google Ads campaigns and increase your overall business profitability? As marketers, it’s important to maintain control over our strategies and campaigns. Google’s optimizations are not always in the best interests of our business, they also don’t exactly know the context of our brands. To succeed in the upcoming year, we must try new things and change our strategies and tactics. We have to integrate more data, retain control over automatic Google optimizations and fight against increased competition. 

Here are 5 things to do and focus on in 2021 to improve your Google Ads campaigns. 

1. Have keyword intent. 

Google always favors consistency with campaigns. The more similar performance your keywords have, usually the better the campaign will perform overall. When selecting keywords, user intent should be the top priority around which we group our keywords. 

Users who have searched for the name of your brand are obviously more likely to convert once they make it to your website. So, any keywords relating to your brand should be grouped together since they bring the best CPA and ROAS. Any keywords mentioning “price” or “discount” are strong signals of purchasing intent as well. Phrases including “specifications,” “size” or “warranty” are important to bid on, but CTR and CR are likely to be lower, so you want to reduce your bid. 

If you want to improve results, it’s important to visualize and quantify areas in which you can improve things and find new business. The trick is to structure your account appropriately. This can be a tedious and complicated process, but there are a number of tools that can assist you. 

2. Declutter your campaigns. 

Keeping a close eye on all aspects of your campaigns can seem overwhelming, yet it can be key to success. Any underperforming spend represents the portion of your Google Ads investment that either has a low quality score or isn’t converting enough. To reduce waste spend, it’s important to focus on two Google reports: Quality Score and Search Query Report. This will help you analyze the search terms that trigger your ads and identify where to increase and decrease spend. 

3. Identify and double down on your strengths. 

It’s a common misconception that bidding on new keywords automatically leads to increasing sales. While this is sometimes true, it’s more effective to make sure you have the maximum market share on the keywords that are your most profitable, beyond just branded traffic. 

The best way to ensure you don’t miss out on any opportunity is to monitor your impression share on Google Ad SEPRs. Lost impressions relate to missed opportunities on searches related to the keywords you bid on. Best practice includes focusing on your top 10 campaigns and checking the market shares of your competitors, monitoring closely when you’re not shown and identifying why that might be. 

4. Use high quality creatives. 

Ad copy and visuals obviously play a huge role in your campaigns. Users are exposed to more than 6000 ads daily, so standing out and grabbing attention is essential. The quality of creative weighs up to 80% in the performance of Facebook Ads campaigns and the case is similar for Google Ads. Optimizing ads and creatives includes giving in to statistics. It’s impossible to know for sure which creatives will perform best without testing multiple versions. It’s also important to continuously test ads. Even when you identify a clear winner in one test, create new versions to continue to test to ensure you’re always increasing your ad performance. 

5. Spend smarter, not more. 

Spend should be allocated not only on keywords or placement levels, but user profiles also need to be taken into account. Data is gathered from users’ declarative info, when and where they’re active online, as well as Google Analytics shared data and inferred data from previous search queries. It’s important to take these user profiles into consideration and make bid adjustments to your most valuable audiences and criteria. 

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