Archive for the ‘Pay-Per-Click’ Category

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.

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.

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Wednesday, February 15th, 2017

Pinterest Will Be Launching Search Ads Including Keyword and Shopping Campaigns

Get ready for the option to run product search ads on Pinterest if you are a brand that is advertising through Kenshoo’s marketing platform. The announcement has advertisers excited, seeing as Pinterest earns more than 2 billion searches per month, and the majority of images on the site are for products and services that people want.

This is a great opportunity to create more awareness for your brand. Here’s why:

Oh, and did we mention?

Along with Search Ads on Pinterest, marketers will be offered new targeting and reporting options. Many marketers are eager for the potential that lies in the targeting settings, since the nature of the website makes it easy to gain insights on what users are passionate about and interested in based on their data.

As with Google and Facebook advertising, the key to success will be in figuring out how to stand out from the vast amount of content on the network:

Key Takeaway:

It’s important to always be testing your creative to determine the right imagery and messaging that works for your brand. What works on Pinterest may be different from what works for you on Google, Bing, Facebook, or Instagram.

Need help with your pay-per-click marketing strategy? Let’s figure out what you need, together. Contact us today.

Voice Search, Here We Come! Amazon To Launch Paid Search On Alexa

Wednesday, January 25th, 2017

PPC management agency talking voice search on Amazon's Alexa

Key Takeaway:

With the huge success of Alexa, Amazon is looking to launch an advertising platform designed for voice search. This is big news for marketers who have been excited for the opportunities voice search offers. The news came from Amazon Media Group VP Seth Dellaire during an event in New York last week. (Stat Source: Business Insider)

Google has it’s own home assistant product as well, called ‘Google Home’, and we can definitely say with confidence they will be exploring how to incorporate their massive advertising platform into it. Marketers need to stay on top of voice search trends as they relate to both SEO and paid search to maximize digital marketing results.

Key Takeaway:

How did your business perform during the 2016 holiday season? If you were expecting more results, you may benefit from a paid search audit to uncover any points that may be preventing your ads from performing their best. (Stat Source: Adlucent)

Get in touch with us today and let us know if you’re not happy with your PPC management and performance, we can figure out what you need together starting with an audit.

Key Takeaway:

A featured snippet is the box that comes up in Google search when a person types in a question. Also sometimes referred to as the ‘answer box’. (Stat Source: MOZ)

Is one of your competitors showing up in a featured snippet where you want to be instead? You may be able to win that spot away from your competitor by doing a few small tweaks on your end. As a tip, review your top ranked keywords and correlating pages, and see if another website is showing up in the featured snippet. Then check your content, and see if you can make it better, either via formatting or improving the informational content on the page. Finally, ping your updated page so Google re-crawls it, wait a few days, and then check if your strategy worked.

Key Takeaway:

You need video content, plain and simple. But don’t let it overwhelm you. There are many services out there that will make easy videos for you. What’s important is figuring out which specific methods of video marketing works for your business. If you’re a company in the professional space, video ads may make more sense than video blogs or tutorials for example. (Stat Source: Cisco)

Contact us if you need help with your digital marketing.

Global Mobile Ad Spend Will Double Print By 2019 + Make Up 27% Of Total Ad Spend

Wednesday, December 14th, 2016

PPC Management Agency & SEO Consultants - Liberty Interactive Marketing

Key Takeaway:

Currently, global mobile ad spend accounts for 15%, so the predicted rise to 27% in just over 2 years is quite a jump! Don’t wait to get all your ducks in a row when it comes to your mobile advertising budgets, strategy and other planning. Also make sure you’re adjusting your budgets to account for mobile traffic. Hint: your budgets shouldn’t look the same as they did in past months or years. You need to look at the data and see what percentage of your traffic is coming from mobile and plan accordingly. (Stat Source: Zenith Media)

Key Takeaway:

These busy professionals demand a mobile user experience that is top-notch. They don’t have time to waste on inefficient mobile content. If your load times are slow and your bounce-rates are high, or there’s anything else hindering the mobile experience of your site, it’s high time you get to the bottom of it and get it fixed before you miss out on any more valuable traffic. It would also be wise to come up with an SEO and PPC strategy to boost your visibility on mobile if you haven’t done so already. (Stat Source: Quartz Annual Global Executives Study)

That brings us to what’s up next in the Quartz survey; what do executives think of advertisements?

Key Takeaway:

Display ads were the second most engaging of all ad-types based on the survey. The most engaging ads were articles produced by brands, with 33% of those surveyed saying they last interacted with this type of advertisement.

The important thing to understand is the deeper meaning behind your customers’ habits. Not every visitor to your website or customer is the same, so the more you can do to appreciate the differences between audiences, the better you can reach and engage with them online.

Key Takeaway:

This makes how-to videos the most common marketing videos among SMBs, followed by product / service overview videos, which were used by 43% of businesses surveyed. (Stat Source: Magisto). Don’t forget to optimize your videos for search engines. There are many features on YouTube that make it fairly simple to get started even if you’re not a pro at SEO.

(Stat Source: BIA/Kelsey)

Key Takeaway:

At the very least you should be making sure your Facebook page is current and you post content regularly and check your messages, as customers are reaching out on Facebook for customer service issues at an increasing rate. If you’re spending money advertising on Facebook but not taking the time to manage and optimize your campaigns, it’s time you start now.

If you need help or don’t have time to manage your digital marketing yourself or with your internal team, contact us and we can chat about your online marketing woes, and figure out what you need together.