Archive for the ‘Optimization’ Category

Only 42% of Businesses Claim that their Facebook Marketing is Effective

Wednesday, June 14th, 2017

Only 42% of businesses claim that their Facebook marketing is effective

Key Takeaway:

If you cannot answer confidently, yes, your Facebook marketing is effective, it’s time to find a new strategy and determine what is working and what isn’t. Whether that’s collecting more data on your customers, delving into those audience insights or tailoring your ad creative to niche audiences, it’s worth the time to research what’s going on in this profitable channel. If you need help with a Facebook ad strategy, let us know, we can help. (Stat Source: Social Media Examiner)

Running ads on your website? You might want to pay attention to Google’s latest announcement on Better Ad Standards.

Key Takeaway:

Google is partnering with the Coalition for Better Ads with a shared goal of improving online advertisements. Essentially, Google’s browser, Chrome, will stop showing ads on websites that are not up to their standards. Make sure you stay ahead of the game by reading Google’s blog post about their plans. They have provided new tools and reports to help advertisers and site owners ensure they know how to resolve any issues that may arise in the future.

Key Takeaway:

We’ve been talking a lot about page load time lately, and it’s because it’s one of the most important elements in providing the end user with a good first impression of your business. (Stat Source: Kissmetrics)

In our fast-paced world, people expect speed. If your website loads quickly, people generally believe it, and your business, can be trusted. A slow-loading site makes people raise an eyebrow and become instantly skeptical of the trustworthiness of your business. And the competition is just one click away. Especially now that more people are browsing on mobile devices than desktop, load time is just continuing to be an increasingly important element to search.

Key Takeaway:

According to the available research, it seems both marketers and consumers agree the reason this is happening is due to a lack of tools available. Right now, advertisers can only see data such as what percentage of their clicks and conversions come from certain age and status groups (parent vs non-parents for example), but know very little else about their advertising audience. (Stat Source: BlueVenn)

Of course there are things like surveys and other research methods you could perform to gain more insight into your consumers. It is also likely that more advanced tools and targeting methods will come out of Google and other advertising platforms in the future. Hint: Check out your audience insights on Facebook.

Key Takeaway:

Make sure you are studying how businesses are doing it right when it comes to engaging and posting on LinkedIn. In fact, they have put together this post featuring tips on how to rock your LinkedIn page (well worth the read).

If you need help with Facebook advertising, social media advertising or search marketing, get in touch with us today.

Need us to prove it? Check out some of the work we’ve done.

53% of Visits are Abandoned if a Mobile Page Takes Longer Than 3 Seconds to Load

Wednesday, May 24th, 2017

53% of all visits are abandoned if a mobile page takes longer than 3 seconds to load.

Key Takeaway:

When it comes to succeeding on mobile devices, load time is critical. You could have the best-looking website and amazing products, but if it doesn’t load fast enough on mobile, people will simply not stick around. Make sure you are utilizing the latest technology and tools to make your mobile site pages load as quickly as possible. Don’t forget to check the mobile load time of your paid-search landing pages as well.

If you find your mobile load time is too slow, take steps to address it now. One thing you can do is take advantage of a new landing-page that is going to be made available to Google AdWords advertisers in the very near future. Yesterday Google announced two new ways they are using the open source Accelerated Mobile Pages (AMP) Project to improve the performance of advertising on their platform: “First, we’re launching a new AdWords beta that lets you use fast-loading AMP pages as the landing pages for your search ads. Second, we’re speeding up ads served across the Google Display Network by using the same technology that makes AMP pages so fast.”

Key Takeaway:

The second toughest marketing challenge, with 40% of companies reporting this as a top challenge, is proving the ROI of marketing activities. (Stat Source: HubSpot)

For e-commerce companies, proving ROI can be much easier than companies in other companies that only track lead generation, for example. However, it’s completely possible to create an ROI formula that works for your marketing campaign.

Key Takeaway:

Don’t be afraid of trying sponsored content. The most important elements to focus on when producing content is making sure the content is useful and well-produced. That means if it’s an article, it needs to be written well. If it’s a video, it needs to look professionally produced. (Stat Source: Collective Bias)

Key Takeaway:

We have a couple of tips for those of you who would like to try and reduce abandonment rate on your website. First, allow people to check out as a guest. Requiring people to sign up for your site adds to the number of steps it takes to complete a purchase. Ideally you want as few steps as possible for people to purchase on your site. Second, make sure your site has the ability to autofill any form. Again, this is to make it easier for the end-user to complete the action. (Stat Source: Salecycle)

Key Takeaway:

This is compared to 25% who reported too much advertising as the main reason for not purchasing. (Stat Source: Salesforce)

As you can see, having great customer service is imperative to a company’s success.

Need help with your digital marketing? Contact us today.

Spending on Digital Advertising Just Surpassed Television for the First Time

Wednesday, May 17th, 2017

Digital ad spend just surpassed TV ad spend for the first time in the US.

Key Takeaway:

$72.5 billion was spent on digital advertising in the US in 2016, compared to TV’s $71.3 billion. Year-over-year, spending on digital advertising increased 22%. (Stat Source: Advertising Age)

Large and small companies alike are shifting away from spending on TV commercials, and using those funds to advertise on the internet instead. The ability to target potential customers online at crucial times in the buyer’s journey is one reason this shift is happening. It’s also because the statistical insights that can be gained from digital marketing are far more advanced than what you can get from advertising on TV.

Key Takeaway:

If you’re curious on the exact number, US advertisers spent $4.9 billion in desktop video ads in 2016. (Stat Source: Advertising Age)

It’s high time you re-evaluate where your advertising dollars are being spent online. Ask your marketing manager or agency to break down the data specifically in terms of how many dollars you spend on mobile, desktop and tablets, as well as your KPIs for each device segment.

Also, don’t forget to analyze how each type of advertising is performing, such as banner ads, search ads and video ads. Finally, look at the overall traffic on your website and see how many people are accessing it on mobile vs desktops. This can help you determine the amount of budget to allocate to each device, as well as each type of advertising creative.

Key Takeaway:

Generally speaking, people tend to be on their smartphones in the morning and evening, but when they are at work with a computer, they conduct most of their searches right there on the desktop computer. (Stat Source: Google)

Advertisers are getting increasingly savvy in our digital world, and many have figured out it’s best to run desktop search ads during business hours when their office is open, and when potential customers are searching there. This is especially true for businesses like law firms and doctors offices.

Key Takeaway:

Together, Google and Facebook make up 20% of global advertising spend across all media in 2016. This is up from 11% in 2012. (Stat Source: Zenith)

It’s important to not only understand how advertising on these platforms works, but to foster relationships with advertising support specialists and teams working in Google and Facebook’s advertising departments. Whether you take the time to do this yourself or you work with a digital marketing agency who handles this for you, it’s important to have a real person you can speak to if you hit a snag or have a question advertising on either of these platforms.

Key Takeaway:

That’s a massive amount of changes. Pair that with the fact that 15% of searches Google sees every day are new, and you can see how the world of SEO and paid-search is changing literally every day. (Stat Source: Google)

Don’t have time to stay on top of changes in the digital marketing industry? Contact us and tell us your online marketing woes. Let’s figure out what you need, together.

Conversions Fall by 20% for Every Extra Second It Takes Your Website to Load on Smartphones

Wednesday, May 10th, 2017

Get in touch with an SEO agency if you need help figuring out what is slowing down your site.

Key Takeaway:

There are a number of ways to identify what specifically on your site is slowing down load time. Once you identify the cause, you can take the actions needed to speed up your site to improve overall user experience and drive more conversions.

It’s important not to ignore slow load time, especially since the research shows that conversions fall by 7% on smartphones if your website is just 100th of a second slower than peak load time. If you don’t know how to identify what’s slowing your site down, an SEO agency can help figure out what’s going on.

Key Takeaway:

You already know your customers are on the GDN, browsing the web for a variety of reasons. Reaching them at the right time is the goal, and now Google AdWords is giving advertisers one more way to do just that. At the end of April they rolled out Smart display campaigns that are designed to make it easier for advertisers to reach customers across the vast GDN. These campaigns differ from the traditional display campaigns in that they use Google’s machine learning to automate the optimization process.

Not everyone can take advantage of Smart display campaigns however. You must have “at least 50 conversions on the Display Network or at least 100 conversions on the Search Network in the last 30 days,” according to Google.

Key Takeaway:

Google Home takes up the other big portion of the market at about 24% with smaller brands accounting for the remaining 6% of the market.
(Stat Source: eMarketer)

If you’re a marketer looking to stay ahead of the game, here’s a quick tip. Check for search terms driving traffic to your site including the wake words for these digital assistant devices. For google home, the phrase is “OK Google”, and for Amazon’s Echo, the wake words are “Alexa” as well as “Amazon”, “Echo” or “Computer”. You can even add keywords to your PPC campaigns that include these wake words plus your product or brand name.

Key Takeaway:

Tracking mobile e-commerce revenue had its set of challenges at first for many advertisers, but now that the space has developed and grown very quickly in the past few years, it’s become easier to track exactly what customers are doing including purchasing on mobile devices. (Stat Source: Outerbox)

Not only that, the ability to track and analyze user behavior across all of their devices has also developed significantly recently, giving brands the power to really learn valuable insights about how their marketing and advertising campaigns are truly performing.

In the next 12 months in particular, it would be wise to keep an eye on how much of your e-commerce revenue is shifting from desktop to mobile, and make sure you’re doing what you can to make it as easy as possible for your customers to make purchases with confidence no matter which device they are using. Finally, make sure you are advertising on both mobile and desktop devices with a budget that is in-line with user behavior.

Have you seen your conversion rates drop in recent months? Or worse, are you not tracking conversions on your website?

We’re here to help you achieve the results you want. Get in touch with us today.

U.S. Digital Ad Market Expected to Grow 16% in 2017, Exceeding $83 billion

Wednesday, March 22nd, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

This means competition will grow, too, so as an advertiser it is critical to regularly review your advertising strategy, platforms and targeting to ensure you’re staying ahead of your competitors. Don’t hesitate to reach out to the support specialists on each platform and ask questions if you don’t understand how a particular advertising feature works.

Key Takeaway:

Everyone knows Google is the advertising giant, but don’t assume that means you must be advertising on the platform. In fact there are some industries where Google AdWords is so saturated (such as law firms and business schools) that it may make sense for you to focus more of your energy on SEO and other marketing tactics.

Key Takeaway:

Facebook has grown into an incredible advertising platform and this growth doesn’t seem to be slowing anytime soon. But many advertisers become frustrated with display advertising on any platform. After all, display ads are not like search ads – they are not served to people actively searching for something. They are displayed on social platforms and news sites in the hopes that they will entice people enough to click and stray from their intended activity. That’s why display ads typically see much lower click and conversion rates compared to search ads. Check out these creative display ad ideas if you need some inspiration.

Key Takeaway:

How do you determine how much advertising money to spend on a particular platform and as a whole? The answer is different for every organization depending on your product or service and the audience you are trying to reach. If you haven’t yet grasped the advanced features of Facebook advertising in 2017, it’s time you start digging in lest you fall behind other advertisers in your space.

Key Takeaway:

Twitter can be useful for some marketing tactics such as social promotion, trending research, and connecting with influencers. However their advertising platform clearly isn’t working well enough for some businesses. (Stat Sources: eMarketer and ClickZ)

What does your digital advertising strategy and budget look like this year? Are you happy with your advertising performance so far in 2017? Get in touch with us today if you need help with your digital marketing and let’s figure out what you need together.

40% of Businesses Have Not Optimized Their Websites and Digital Marketing for Mobile

Wednesday, March 8th, 2017

PPC management agency Liberty Interactive Marketing

Key Takeaway:

If you’re one of those who have not optimized for mobile, you’re probably missing out on revenue from this channel. We have seen on average at least 50% of traffic to any website is coming from mobile devices now, although it varies greatly by industry.

Don’t know where to start? First, figure out how much of your total monthly traffic is coming from people on mobile devices. Then, dedicate the time that is needed to get your site functioning well on mobile and set up mobile-specific advertising campaigns. (Stat Source: Yodle and Research Now)

Key Takeaway:

This comes from a recent review of the biggest paid search spenders in online retail in 2016. Amazon was the top spender in paid search in 2016, spending $41.2 million per month in paid search advertising. But coming in second was Target, with an average monthly spend of $10.3 million in paid search alone. (Stat Source: Internet Retailer)

There’s a good reason why Target and Amazon spend so much on paid search. Not only does it contribute to overall web traffic, but it also helps boost in-store traffic and sales.

You certainly don’t have to spend millions in paid search to improve your bottom line like the retail giants, but you’re missing out on opportunities if you’re not using paid search at all. Need an expert in your corner? Get in touch with us today.

Key Takeaway:

Digital marketing is constantly changing. What was relevant even 6 months ago may not be relevant today. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

When was the last time you had a full SEO audit of your website? We help our clients identify technical issues and other roadblocks that are hurting their visibility online. Contact us today if you’d like us to perform an SEO audit on your website.

Key Takeaway:

An often overlooked metric in PPC is the average ad position. If your ads are ranking lower than position 3 on average you’re probably spending more than you’d like for less than stellar results. There are many ways to increase your ad position, including increasing keyword bids and improving your ad copy. (Stat Source: Search Engine Journal 2017 State of Digital Marketing Annual Report)

Key Takeaway:

Many new small business owners neglect the time and financial resources needed for marketing and advertising. (Stat Source: US Small Business Administration)

Don’t make the same mistake. Invest wisely in your marketing and advertising. Beyond that, make sure you’re actually listening to customer feedback and providing the highest quality service and/or products.