Category: Paid Marketing

2022 Google PPC Trends Marketers Must Not Avoid

Digital Marketing is not only dynamic but encompasses a variety of tactics within it. Pay-Per-Click Advertising, more popularly recognized as PPC, is one of them.

PPC advertisements let users click on them and browse products that are for sale on any website. These digital advertisements are hosted on a publishing site that charges money to the advertiser for each click that directs the customer to their website.

Modern-day marketers consider PPC a mandatory inclusion in their digital marketing strategies. Despite the fact that there is no dearth of cost-effective options in marketing, a significant share of businesses readily engage their marketing budget in PPC advertisements. As soon as PPC advertisements are made active, they can start generating traffic and leads very quickly.

PPC ads are so popular amongst marketers as a study says that approximately 64 percent of customers click on Google Advertisements while browsing shopping sites. However, PPC Strategies are relatively tricky to devise. If marketers can carefully strategize their PPC campaigns, the results are instantaneous.

Given the fact that PPC is highly sought after and gives great results, it is imperative for marketers to stay up to date with PCC related trends each year. Hence, our digital strategists have compiled a list of 2020 PPC trends marketers must not avoid.

This list focuses on the major developments and shifts in the PPC vertical of digital marketing. Let us take a look at how these are going to affect marketing:

Increased Intervention Of Technology:

Every PPC marketer this year is going to strategize the inclusion of technologies such as Automation, Artificial Intelligence, and Machine Learning in their PPC initiatives.

Though this is not something new, the scale of intervention will significantly increase. The main job of PPC marketers would be to optimize the results of PPC advertisements by integrating these technologies.

These technologies are going to help marketers save time spent in tweaking the bids. Yes, this is true! With the integration of Machine Learning technology with Google’s Smart Bidding feature, the rate of conversions can be optimized every time an auction takes place.

Making use of machine learning algorithms, marketers can righteously predict how the influence of bids on conversion rates. The best part is that this technology generates some insights based on which marketers can also adjust the auctions manually. Automated biddings also allow the opportunity to set targets as per the varying objectives of businesses.

Optimization of search bids is possible depending upon the attribution models and data related insights. Targets for device overlap can also be set for desktops, mobiles, and tablets. The Smart Bidding Features also integrates reporting tools through which marketers can analyze the performance of auctions and make adjustments if necessary.

Integration Of Diverse Channels:

It goes without saying that every marketing strategy should be devised after keeping in mind the target audiences across diverse channels. Devising cross-channel plans to optimize PPC campaign performance will be necessary.

This year diversification will play a big role in strategies as the lines between different channels are quickly fading. The surge of relatively newer advertisements platforms such as Amazon will create a stir in the world of digital endorsements. While coming up with digital strategies, marketers should treat all the platforms as one entity. Doing so shall allow in covering all objectives for procuring the desired bottom-line results.

Overlooking the integration of channels can spell instant doom for businesses as far as conversions are concerned. We can consider the example of Google Smart Shopping to determine the importance of channel integration, developing remarketing strategies, and so much more.

Taking a cue from conventional marketing methods, marketers should ascertain how a business can grow holistically. They should then ascertain how their PPC strategies are going to fit the picture with regards to growth as well as conversion.

We have witnessed adoptions of features over social ad channels as well as platforms. However, now is the time that Paid Search and Paid Social features will require integration besides channels.

Improved Targeting Of Consumers:

Throughout a consumer’s journey, brands, as well as marketers, must make it a point to reach out to their customers strategically. The time at which they interact with the customers will also have to be taken into account besides the strategy.

Marketers shall be required to come up with a judicious mix of consumable media, content, and product offerings. Content should be made intent-rich. The focus should shift from hoarding consumers with blogs, social posts, articles, videos, etc. Instead, they should be made to realize how and why a brand’s offerings can be useful for them.

Paying to reach on the top of a search engine result page will no longer be useful. If your content does not align with the intent of the consumers, you can be very conveniently disposed off. All the focus should be on educating customers and growing in a mutually beneficial way.

Google will continue giving priority to audiences. It will keep inducting audience signals on the go and continue to focus on occasional targeting of events as well.

Some of the most amazing examples that we are witnessing are the Microsoft Audience Network where the shopping campaigns have been fully automated. Audience targeting will continue to remain the most important focus of PPC campaigns along with the evolution of keywords.

Increased Use Of Videos Ads:

The fact that videos convey the message better than written content, cannot be contested. In fact, people consume more video-based content than blogs or articles.

In fact, a report by smart insight shows that almost 83% of markets consider videos imperative for marketing and are willing to include it in their marketing strategies.

While looking for reviews of gadgets, products, and services, viewers are more likely to refer to videos instead of any other form of content. Hence, it can be easily assumed that videos are the most pragmatic way to create awareness about brands and their offerings.

Also, video marketing strategy is going to skyrocket in the coming few years. In fact, studies also suggest that millennials are likely to refer to videos twice the number of times instead of reading. Brand can use YouTube advertisements to strategically endorse their products and services in front of an extremely targeted audience.

Hence, videos will be a very important PPC trend for the year 2020.

Aiming At Platforms Other Than Google And Facebook:

Platforms other than Google and Facebook are rising in popularity. Instagram, Snapchat, Tiktok, etc. are already a hit with millennials, and a considerable share of people belonging to other age-groups are quickly catching up. They have also had a major impact on the growth of revenue for businesses.

Hence their inclusion in all marketing strategies cannot be overlooked. It is only likely that brands will shift their marketing initiatives to these platforms.

However, just blindly hoarding these platforms shall not do. Marketers should carefully ascertain which platform is their target audience most likely to use and spend time. Once they figure this out, they should launch a small budget campaign to test how they are performing. Based on the insight gathered through them, they can keep on tweaking their strategies.

Drawing focus to our point number two in this blog, budgets would be spread across diverse channels and media. The nature of the budget distribution will be fluid depending on the outcomes of the platforms.

E-commerce brands should shift their attention towards Instagram checkouts that allow users to purchase products that are featured by brands without having to exit the platform. Instagram currently allows users to access this feature only on organic posts. However, it is likely to be integrated with advertisements within the near future. Such strategies should be mapped ahead of time and marketers should implement them as soon as they see opportunities of implementation that would yield results.

Highly Consumer-Centric Landing Pages:

Customer success and relationship management are the most crucial aspects of the digital world that are fuelled by subscriptions that dwell on inbound marketing strategies for knowledge disseminations amongst consumers.

Search queries are not likely to see any dramatic increase unless a ground-breaking transformation takes place. In view thereof, it is pragmatic to optimize the landing pages to reap the expected outcomes from PPC campaigns.

Jeff Allen, President at Hanpan Marketing says “ The SERPs will continue to rise until we reach a saturation point, a point that the next click is no longer profitable.”

Google Ads have become dynamic as people have started to progress beyond a handful platforms for carrying out research about products and services. Hence, marketers should consider including landing pages that are consumer-centric. They should be made specific to the queries and the needs of the consumers. Creating consumer-centric landing pages will allow easier conversion of the customers as they will get the exact information that they came looking for on the platform.

It is not a hidden fact that Google Ads take relevance into serious consideration. Hence the higher the relevance of a landing page, the lesser price will have to be paid by the advertiser for each click.

Shifting Focus Beyond Brand Recognition:

Marketers will step up their initiatives several notches when it comes to brand marketing. Besides just creating awareness, they will also attempt to influence the customer’s perspective about their brands. This implies that the customer’s experience and response towards a particular brand will be controlled.

It will be imperative for a brand to carve an identity and instead create a rapport with their audience. Hence, brand marketing is also likely to make a big return this year.

Building reliability and authority will continue to be important for brands. Also, it will be wise to avoid endorsing any sort of extremist content on their platforms. The constant monitoring of automated ads will become increasingly important to avoid any goof ups.

So, from high utilization of intelligent technologies, to shifting focus to diverse channels while devising strategies, and focusing on targeted audiences, PPC trends are geared for some major and a few not so major changes this year. The above mentioned shifts are likely taking place as we are writing these blogs.

Like any other digital marketing vertical, marketers should keep themselves updated with the PPC trends for gaining successful outcomes. PPC ads are very useful when it comes to comprehending the intent of consumers. This is one of the other reasons why marketers should verse themselves of the PPC trends from time – to – time.

So, these were a few insights from our specialists about the changing trends of PPC this year. Do let us know how they are going to change the digital economy this year. Also, share this content with peers and colleagues if you find these insights useful.

May 3, 2022
Google Analytics Report for Mapping Content Performance
Introduction

The internet is flooded with content that can be accessed by users in a button’s click. While some pieces are of scholarly proficiency which offers high – value to the readers some of them just fail to leave the mark. Consequently, these poorly created pieces of content lag in generating quality traffic for digital marketers.

The above – mentioned scenario can lead to quite a stir when it comes to mapping content performance. However, Google Analytics is literally a boon in the world of Digital Marketing. Through this service, it becomes easier for marketers to generate custom reports related to content that they host on distinctive platforms. u

Through this article, we are going to discuss a few tips for using Google Analytics Report for mapping content performance. These tips besides offering a boost to your content marketing efforts can also realize other objectives such as increasing the organic search rate, reducing the bounce rates, improving the search engine rankings, and so much more. They can also result in better goal conversion rates and increased ROI.

However, before we jump onto the tips, let us strengthen our foundation by learning about Google Analytics, how it works, and its various advantages.

What is Google Analytics?

While buyers set to purchase any goods, they usually go through distinctive stages. Concisely, these stages in the world of digital marketing are known as:
1. Awareness: In this stage of the buyer’s cycle, marketers focus on creating awareness and attracting consumers towards a brand, product, or services through their marketing initiatives.
2. Consideration: This stage of the buyer’s cycle is targeted at influencing customers to choose a brand’s product over its competitors.
3. Conversion: The conversion stage of the buyer’s cycle indicates the transformation of a prospect to a consumer i.e. when the purchase finally happens.
Digital Analytics helps marketers in the mapping of distinctive components of the buyer’s cycle. It enables them to study consumer behavior and consequently make informed decisions about expanding into new horizons.

Google Analytics is a Digital Analytics platform offered by Google for Digital Marketers launched in the year 2005.

Let us assume that a particular brand is attempting to sell Bluetooth earphones. And, it has launched certain advertising campaigns for the same. The response to these online advertisements was superb and led to a lot of orders from customers. This is where Google Analytics fits into the picture. Through Google Analytics, marketers can gather as well as gauge the campaigns for effectiveness. Utilizing the reports generated through Google Analytics, marketers can expand their marketing initiatives accordingly. While analyzing the advertisements, the analytics service can consider factors such as demography, geography, purchasing habits, etc. The services can also report potential glitches, faulty links, page speed, and so much more. The marketers can work on all these components and likely enhance the user experience. Businesses of all sizes and from all domains can leverage the Google Analytics services to map their marketing and content strategy. Marketers can additionally align their initiatives with organizational goals and work on achieving them. The Google Analytics Service compliments the wide range of tools offered by Google. All the Google products and services that have anything to do with tractions, visits, etc. can be combined with Google Analytics.

The Google Analytics service makes use of JavaScript code, cookies, and browser code to gather data from websites. Whenever a user visits a webpage, the service stores all the information that the user accesses on the same. This data is collected in a typically raw form which is then processed by the service to be audited by the marketers. The processing of the data is made possible by the usage of simple settings available in the services in the form of filters and attribution. Eventually, the report is generated which can be accessed directly from the web application as well as other sources. The report is generated in a comparative format and stored in the service’s database.

Now that we have learned about the fundamentals of Google Analytics, let us proceed to analyze its importance in mapping content performance of your content.

Measure Your Content Performance with the help of Google Analytics

While there are several forms of analytics reports that can be generated through the service, it is pragmatic to gauge the once which can offer the best conversion rates.
1. Cohort Analysis Report
With every piece of content whether a blog or an article the objective of a marketer is either to generate new traffic or transform the old visitors into customers. Despite the fact that it is easier as well as wise to accomplish the latter, marketers tediously focus on attracting new visitors to their websites.

Cohort Analysis Report

The Google Analytics service makes it possible for marketers to view the number of users that come to review your content. Users can generate this report in the “Audience” menu by clicking on the “Cohort Analysis” option. Under the drop – down menu of “Cohort Size” users can arrange the date “by week”.

The service will generate a flat table report which will reflect the percentage of users revisiting your site content on a weekly basis.

Research suggests that for a reader to progress into the conversion stage, it is necessary that they review your content 3.15 times. This is the reason why marketers should pay attention to the “Cohort Size” report in Google Analytics.

Focusing on the “Cohort Size” report helps marketers to ensure better conversion rates for their clients.

The way to make readers come back to assess any content is simple. This can be done either by getting readers to subscribe to your email or using methods like push notifications. In both cases, the readers are prompted with notifications whenever a new blog or piece of content is posted on sites. And, these two for the matter of fact are the easiest ways of making users revisit your site and consume your content.
1. Benchmarking Report
The second most important objective for markets is to assess their content performance with respect to their competitors. Despite the fact that there are a plethora of tools available that can help with the comparative analysis, nothing beats Google Analytics when one intends to a detailed study.

Benchmarking Report

With the Benchmarking Report in Google Analytics services, marketers can asses the rate of visitors that their competitors are generating through distinctive forms of content, the bounce rate, number of pages viewed, and so much more.

Google Analytics users can generate the benchmarking report by selecting the “Audience” menu, followed by clicking the “Benchmarking” option and then “Channels”. The “Benchmarking Report” is in a flat-table format. It generates a channel-wise report for users and enables them to invest their time on the most rewarding alternative. For instance, if a piece of content is attracting more traffic through paid search rather than organic means, then the marketer should strategize his initiatives accordingly.

If the content is already meeting the desired objectives and generating more than sufficient traffic, the benchmarking report helps the marketers to also shift the focus on to the channels that are lagging behind and moderate the content accordingly.
1. Location Report
The next aspect that can prove to be particularly useful for marketers while mapping the effectiveness of their marketing strategy is Geographic Segmentation. There is a reason many brands prefer hosting their content in different languages on their websites.

Location Report

A piece of content is most likely to perform in the geographies which have its native language the same as is used primarily in it. However, the location report helps marketers in targeting consumers with healthy purchasing capacities in the countries that speak a foreign language.

The location report can be accessed by under the “Audience” menu by clicking on the “Geo” option followed by “Location”. This Google Analytics report can help marketers to target the new geographies from where they can generate traffic.
1. Device Overlap Report
It is said that attention to little details often makes the biggest impacts. Hence, last but not least is the Device Overlap Report. This report can be in the “Audience Menu” by clicking on the “Cross Device” option followed by “Device Overlap”.

Device Overlap Report

This report is essential for mapping the usability of content across different devices. It also helps in ensuring the retention of readers and ensure that they keep coming back to review webpages. The availability of content on different platforms ensures a better rate of conversion for brands.

Marketers can study that hosting content on which device will give them the advantage with respect to conversion. They can also map the map if any device is lagging behind and generating traction and tweak the content marketing strategy accordingly.

Taking all the above-mentioned reports into account along with the visitor count on website can certainly help marketers enhance their digital marketing strategies to meet the organizational objectives.

Digital Analytics has empowered marketers for more than a decade now. The key is to focus on lesser but the most important reports which can be generated through the service. Marketers can work on gradually improving the stats in the reports mentioned above and progress to other reports down the line resulting in greater ROI.
May 14, 2021
Digital Marketing in the Times of COVID-19
Digital Marketing: The Pragmatic Shift For Businesses

Given the prevalent conditions due to the outbreak of COVID-19, a significant number of businesses have started to operate remotely. Business owners are resorting to digital mediums for marketing their brands, products, and services. In the coming days, we all shall see how Digital Marketing is going to help these organizations sail through the current times.

With the already tail spinning economy due to the worldwide lockdowns, even the biggest names in the business sector are suffering. This pandemic has spared no industry. Almost everyone is equally affected. Live events have been canceled, sales have drastically spiraled down, exhibitions and events have been called off snatching away the only chance of annual networking from organizations.

Hence, a ginormous number of organizations are looking at Digital Marketing as the resilience to cope with prevalent challenges that face their business. As everyone is saving the time spent on traveling and other day-to-day activities because of working from home, they are spending relatively more time on the internet and social media. The chances that they would see a Google or Facebook Ad and respond with it are way higher in comparison to a normal day.

Hence, it is pragmatic for companies to shift their marketing strategies to the digital platform. However, one thing that every marketer should remember is that this is not the time to exploit businesses in the name of returns. They should focus on the long-term goals that are mutually beneficial for their clients as well as themselves. And, the COVID-19 outbreak has seemingly opened a lot of doors for every digital marketer.

This is the best time for marketers to carry out a research focusing on the changing behaviors of the consumers. They should launch marketing campaigns focusing on these changes. These campaigns should be used to create awareness amongst business owners regarding the importance of Digital Marketing in the times of COVID-19.

Digital Marketing Strategies To Earn Success During COVID-19

Digital Marketing Strategies To Earn Success During COVID-19

There are numerous ways through which digital marketing strategies can be implemented for the benefit of businesses. A handful of them are as follows:
1. This is the best time where readers are likely to interact with content. Marketers can serve a judicial mix of content as well as other media to their consumers. Podcasts are growing in popularity and can also be easily re-purposed as blogs and videos.
2. The use of social messaging apps is surging. Hence, they can be used by businesses for reaching out to their customers directly. Brands should start marketing their products and services through these applications and use them to offer an enhanced experience to their customers.
3. Brands should integrate voice and image search options into their digital marketing strategies to increase their reach to the audiences. This should also help them in enhancing their brand recognition and visibility.
4. This is the best time to invest in brand marketing initiatives. Since more and more consumers are likely to e-commerce platforms it is imperative for brands to carve an identity for themselves in the online marketplace.
5. Investments in direct-response advertising shall also increase given people are widely using Google and Facebook these days. Both these giants occupy all possible platforms for media sharing and consumption. Hence, marketers should likely increase their digital endorsement budgets in the coming days.
6. Businesses will make use of online webinars and similar modes for business networking. Hence, marketers should devise strategies to generate traffic and leads by hosting such digital events.
Conclusion

While there will be a few digital marketing tactics that will see an instant boom, some will not continue to work as effectively. For instance, big-budget marketing initiatives such as influencer marketing will see a downfall given the heavy investment they demand. Hence, it is imperative for marketers to gauge all the do’s and don’ts.

Do let us about any other way through which you think Digital Marketing can help the economy and the businesses. If you find our suggestions useful, do share with those who you think may benefit from reading our blog.
May 11, 2021
2021 PPC Trends Marketers Must Not Avoid
A Brief Introduction To PPC

Digital Marketing is not only dynamic but encompasses a variety of tactics within it. Pay-Per-Click Advertising, more popularly recognized as PPC, is one of them.

PPC advertisements let users click on them and browse products that are for sale on any website. These digital advertisements are hosted on a publishing site that charges money to the advertiser for each click that directs the customer to their website.

Modern-day marketers consider PPC a mandatory inclusion in their digital marketing strategies. Despite the fact that there is no dearth of cost-effective options in marketing, a significant share of businesses readily engage their marketing budget in PPC advertisements. As soon as PPC advertisements are made active, they can start generating traffic and leads very quickly.

PPC ads are so popular amongst marketers as a study says that approximately 64 percent of customers click on Google Advertisements while browsing shopping sites. However, PPC Strategies are relatively tricky to devise. If marketers can carefully strategize their PPC campaigns, the results are instantaneous.

Given the fact that PPC is highly sought after and gives great results, it is imperative for marketers to stay up to date with PCC related trends each year. Hence, our digital strategists have compiled a list of 2021 PPC trends marketers must not avoid.

This list focuses on the major developments and shifts in the PPC vertical of digital marketing. Let us take a look at how these are going to affect marketing:

Latest PPC Trends Worth The Lookout
- Increased intervention of technology:
Every PPC marketer this year is going to strategize the inclusion of technologies such as Automation, Artificial Intelligence, and Machine Learning in their PPC initiatives.

Though this is not something new, the scale of intervention will significantly increase. The main job of PPC marketers would be to optimize the results of PPC advertisements by integrating these technologies.

These technologies are going to help marketers save time spent in tweaking the bids. Yes, this is true! With the integration of Machine Learning technology with Google’s Smart Bidding feature, the rate of conversions can be optimized every time an auction takes place.

Making use of machine learning algorithms, marketers can righteously predict how the influence of bids on conversion rates. The best part is that this technology generates some insights based on which marketers can also adjust the auctions manually. Automated biddings also allow the opportunity to set targets as per the varying objectives of businesses.

Optimization of search bids is possible depending upon the attribution models and data related insights. Targets for device overlap can also be set for desktops, mobiles, and tablets. The Smart Bidding Features also integrates reporting tools through which marketers can analyze the performance of auctions and make adjustments if necessary.
- Integration of diverse channels:
It goes without saying that every marketing strategy should be devised after keeping in mind the target audiences across diverse channels. Devising cross-channel plans to optimize PPC campaign performance will be necessary.

This year diversification will play a big role in strategies as the lines between different channels are quickly fading. The surge of relatively newer advertisements platforms such as Amazon will create a stir in the world of digital endorsements. While coming up with digital strategies, marketers should treat all the platforms as one entity. Doing so shall allow in covering all objectives for procuring the desired bottom-line results.

Overlooking the integration of channels can spell instant doom for businesses as far as conversions are concerned. We can consider the example of Google Smart Shopping to determine the importance of channel integration, developing remarketing strategies, and so much more.

Taking a cue from conventional marketing methods, marketers should ascertain how a business can grow holistically. They should then ascertain how their PPC strategies are going to fit the picture with regards to growth as well as conversion.

We have witnessed adoptions of features over social ad channels as well as platforms. However, now is the time that Paid Search and Paid Social features will require integration besides channels.
- Improved Targeting of Consumers:
Throughout a consumer’s journey, brands, as well as marketers, must make it a point to reach out to their customers strategically. The time at which they interact with the customers will also have to be taken into account besides the strategy.

Marketers shall be required to come up with a judicious mix of consumable media, content, and product offerings. Content should be made intent-rich. The focus should shift from hoarding consumers with blogs, social posts, articles, videos, etc. Instead, they should be made to realize how and why a brand’s offerings can be useful for them.

Paying to reach on the top of a search engine result page will no longer be useful. If your content does not align with the intent of the consumers, you can be very conveniently disposed off. All the focus should be on educating customers and growing in a mutually beneficial way.

Google will continue giving priority to audiences. It will keep inducting audience signals on the go and continue to focus on occasional targeting of events as well.

Some of the most amazing examples that we are witnessing are the Microsoft Audience Network where the shopping campaigns have been fully automated. Audience targeting will continue to remain the most important focus of PPC campaigns along with the evolution of keywords.
- Increased use of Videos Ads:
The fact that videos convey the message better than written content, cannot be contested. In fact, people consume more video-based content than blogs or articles.

In fact, a report by smart insight shows that almost 83% of markets consider videos imperative for marketing and are willing to include it in their marketing strategies.

While looking for reviews of gadgets, products, and services, viewers are more likely to refer to videos instead of any other form of content. Hence, it can be easily assumed that videos are the most pragmatic way to create awareness about brands and their offerings.

Also, video marketing strategy is going to skyrocket in the coming few years. In fact, studies also suggest that millennials are likely to refer to videos twice the number of times instead of reading. Brand can use YouTube advertisements to strategically endorse their products and services in front of an extremely targeted audience.

Hence, videos will be a very important PPC trend for the year 2021.
- Aiming at platforms other than Google and Facebook:
Platforms other than Google and Facebook are rising in popularity. Instagram, Snapchat, Tiktok, etc. are already a hit with millennials, and a considerable share of people belonging to other age-groups are quickly catching up. They have also had a major impact on the growth of revenue for businesses.

Hence their inclusion in all marketing strategies cannot be overlooked. It is only likely that brands will shift their marketing initiatives to these platforms.

However, just blindly hoarding these platforms shall not do. Marketers should carefully ascertain which platform is their target audience most likely to use and spend time. Once they figure this out, they should launch a small budget campaign to test how they are performing. Based on the insight gathered through them, they can keep on tweaking their strategies.

Drawing focus to our point number two in this blog, budgets would be spread across diverse channels and media. The nature of the budget distribution will be fluid depending on the outcomes of the platforms.

E-commerce brands should shift their attention towards Instagram checkouts that allow users to purchase products that are featured by brands without having to exit the platform. Instagram currently allows users to access this feature only on organic posts. However, it is likely to be integrated with advertisements within the near future. Such strategies should be mapped ahead of time and marketers should implement them as soon as they see opportunities of implementation that would yield results.
- Highly consumer-centric Landing Pages:
Customer success and relationship management are the most crucial aspects of the digital world that are fuelled by subscriptions that dwell on inbound marketing strategies for knowledge disseminations amongst consumers.

Search queries are not likely to see any dramatic increase unless a ground-breaking transformation takes place. In view thereof, it is pragmatic to optimize the landing pages to reap the expected outcomes from PPC campaigns.

Jeff Allen, President at Hanpan Marketing says “ The SERPs will continue to rise until we reach a saturation point, a point that the next click is no longer profitable.”

Google Ads have become dynamic as people have started to progress beyond a handful platforms for carrying out research about products and services. Hence, marketers should consider including landing pages that are consumer-centric. They should be made specific to the queries and the needs of the consumers. Creating consumer-centric landing pages will allow easier conversion of the customers as they will get the exact information that they came looking for on the platform.

It is not a hidden fact that Google Ads take relevance into serious consideration. Hence the higher the relevance of a landing page, the lesser price will have to be paid by the advertiser for each click.
- Shifting focus beyond brand recognition:
Marketers will step up their initiatives several notches when it comes to brand marketing. Besides just creating awareness, they will also attempt to influence the customer’s perspective about their brands. This implies that the customer’s experience and response towards a particular brand will be controlled.

It will be imperative for a brand to carve an identity and instead create a rapport with their audience. Hence, brand marketing is also likely to make a big return this year.

Building reliability and authority will continue to be important for brands. Also, it will be wise to avoid endorsing any sort of extremist content on their platforms. The constant monitoring of automated ads will become increasingly important to avoid any goof ups.

Conclusion

So, from high utilization of intelligent technologies, to shifting focus to diverse channels while devising strategies, and focusing on targeted audiences, PPC trends are geared for some major and a few not so major changes this year. The above mentioned shifts are likely taking place as we are writing these blogs.

Like any other digital marketing vertical, marketers should keep themselves updated with the PPC trends for gaining successful outcomes. PPC ads are very useful when it comes to comprehending the intent of consumers. This is one of the other reasons why marketers should verse themselves of the PPC trends from time – to – time.

So, these were a few insights from our specialists about the changing trends of PPC this year. Do let us know how they are going to change the digital economy this year. Also, share this content with peers and colleagues if you find these insights useful.
May 6, 2021
How to Easily Attract Customers Online?

If you are selling your products or services from a virtual storefront, a strong presence in the digital world along with a potent marketing strategy is mandatory for attracting customers and retaining the old ones.

By using a combination of pragmatic techniques, you can generate both quality and quantity traction for your digital business. You can also increase the conversion rate of the visitors and meet your organizational objectives.

Although, there is no dearth of tactics to attract more customers on a site, to identify the one that leads to the greatest impact can be challenging.

And, to help you deal with this challenge we bring some insights from the leading digital marketers of the industry. These tips, when combined with your digital marketing strategy, will show you how to easily attract customers online?

Easy Ways to Attract Customers Online

Once you have launched your website, endorsed your services, you can start practicing these steps to gain traction online.

1. Leverage the Power of Social Media

Internet users spend a considerable share of their active hours surfing social media websites, browsing through product endorsements, and watching sponsored videos. Hence, it will not be incorrect to say that social media channels play an impactful role in influencing the purchase decisions of the audiences.

Hence, if you overlook the importance of social media in attracting your customers online, there is no chance you will succeed in the pursuit. You can begin by reaching out to your connections on any social media channel. These connections turn into your customers easily as the level of awareness and reliability is already high.

You can post creatives related to your products at regular intervals. Or you could also resort to the Direct Message Marketing method where you sell online by reaching out to people through direct messaging.

You can also look for fan pages that endorse the products or services which are your primary offering. The followers of these pages are your desired audience base. You can reach out to the admins of the fan pages for collaboration. These usually happen on a paid basis but prove to be way cheaper than running advertisements.

You can also run targeted ads on platforms like Facebook. After carrying out a little research with respect to demography, buying patterns, geography, etc. you can run a couple of Facebook advertisements. These ads besides generating leads have a high conversion rate as well because they target a very niche community of users. You can reach out to marketing agencies who can strategize an advertisement campaign for your online business.

2. Build a Strong Content Strategy

You can start writing blogs about the products and services that you offer and post them on your website. You can create topics around the interests of your audience base. For example, if you are dealing with tech products, you can post gadget reviews and tutorials. While you ask your viewers for their opinion, remember to add a CTA with your blogs. Once you have built the appropriate authority in your domain, you can introduce your own brand and products on the platform.

If your content appeals to your viewers, they will automatically get converted into customers by consuming it.

Furthermore, posting these blogs on other platforms besides your websites such as social media channels and other digital publishing platforms such as Medium or Joomag. These sites not only increase the authority of your content but also widen the scope of the audience to which it can reach and create an impact. Sharing blogs on these sites will also create awareness and consideration for your brands and products.

Keep updating your website at frequent intervals and make sure that whatever content you are hosting reflects your brand values, proposition, ethics, vision, and mission very clearly. And, more than anything else, make your content relevant for your audience.

Before you create your content, make sure to list out the objectives that you are expecting the content to deliver. While you chart out these objectives make sure to align them with the organizational goals simultaneously. For instance, you can be aiming to create awareness, generate leads, or convert them into customers. Your content should be curated in a manner to cater to your requirements.

Divide your content as per the stages of a buyer’s cycle and create accordingly. These three stages are awareness, consideration, and conversion. Also, try to repurpose your content as much as you can. For instance, the content for a video can also be used for creating podcasts. Your blogs can be repurposed as social media bytes and there is so much more that could be done.

3. Lure Customers with Referral Incentives

Offering referral incentives to customers is a great way to generate new leads. Providing them the opportunity to recommend or introduce their family, friends, or colleagues to your brand and rewarding them in return is the referral incentive method of digital marketing.

However, it is important that you introduce your referral strategy at the right time to your customers. For instance, if a customer has just made a purchase from your site but the product was not up to the mark, the chances are very less that he would want to recommend your brand to someone else. And, asking for a referral at such a time might simply be the worst move you could pull. Hence, timing your referral strategy correctly is imperative. One of the ways of doing this would be to launch a small customer satisfaction survey or take some time out to review and respond to your customer feedback and solve the concern of your patrons.

The other best time to offer a referral incentive is just as a user visits your website. As the customer is on his way to learn about your brand, you can trigger him into the consideration funnel by introducing a referral reward.

The incentives in the referral program can be offered in many forms. It is important to make sure that whatever you are offering to your customers is relevant and useful for them. For instance, if you are introducing a referral incentive to your potential customers when they visit your website, you can ideally offer them discounts coupons or offers such as BOGO (Buy one Get One). Alternatively, if you are asking for referrals once they have made the transaction on your website, you can offer them some cashback, reward points or e-wallet money.

4. Make use of Technology

One of the sure-shot tactics to attract more customers is to make use of technology. AI, Machine Learning, Predictive Analysis, Voice Search, etc. are examples of such technologies. You can incorporate chatbots on your website to address the frequently asked queries of your visitors. Paying attention to such small details would not only ensure conversion but make sure that your customers keep coming back to your website repetitively.

You can also make use of predictive analytics to forecast the performance of your new launches and foray into markets. Combine it with digital analytic tools and get elaborate reports of consumer behavior, demography, purchasing capacity, etc. Predictive analytics can help marketers in gauging the type of response they are aiming at while hosting a campaign. Hence, they can also predict the returns accurately.

Incorporate voice search methods in your marketing strategy to enhance your visibility and reach to your customer base. Since voice-search technology makes use of AI, the customers searching for results through it are likely to get relatively personalized recommendations from the search engine. The key to successfully leverage voice-search technology is to curate intent rich content for customers. Intent rich content is growing in popularity amongst users as well as search engines. Hence, focusing on your content can definitely get you a lot of traction.

5. Connect through Email

Email Marketing must be a familiar concept to most of you reading this blog. It involves interacting with your audience through email communication. You can carry out a survey to identify your niche consumers and create a bulk email campaign for them.

You can also share invitations for newsletter subscriptions to your audience. This is a great way to attract online customers whenever you launch a new product. You can also keep them updated about the ongoing discount and price cuts that you may be offering on your services.

Through emails, you can announce events such as meet and greets, exhibitions, and even giveaways to attract new customers. You can also use email to map the customer satisfaction rate and ask them to refer you further.

However, you must remember to not go overboard with email marketing as it could be really off-putting for your client base.

Combining the above-mentioned methods can certainly help you in attracting more and more customers online.

Carefully though techniques will help you in the generation as well as retention of new leads. However, we hope that the ones we have suggested turn out to be helpful for you. If they do, let us know how exactly have you benefited from them. Also, do not forget to share these tips with those who you think might benefit from implementing them.

May 24, 2020