A few years back, The New York Times made a big splash in the digital space with a bold article that claimed Google AdWords isn’t practical for small businesses. Their point was pretty valid: in today’s overcrowded and competitive market, consumers are becoming pickier than ever before. Ranking high in search results is becoming increasingly difficult, and costs are adding up quickly.
But, is that enough reason to claim that AdWords is not always good for small businesses?
By now, you’re probably well aware of the benefits Google AdWords account can bring. Reports have shown that businesses make an average of $2 for every dollar invested. That’s not bad at all.
However, the essential condition for this return on investment is that you create a sound strategy and set your search terms and display network ads correctly.
But, how can you do all that?
You’ve selected a list of relevant keywords and grouped them based on your audience’s search intent. You’ve worked hard to create compelling ad copy and optimized it to perfection.
Everything is in order, and you are now eager to launch your Google AdWords account.
You hit the activate button, and then you wait, and you wait, and then you wait some more. In spite of your best efforts, you see no clicks, no impressions, and no action.
Getting started with Google AdWords is an exciting process. Anxiety, hope, and especially fear are some of the emotions that dominate your state of mind as you’re about to click the Enable button.
Will this work? Is Google advertising going to help me increase my customer base and generate more revenue or will it break the bank with no real results to show for in the end? These are all valid questions every small business owner asks himself as he’s embarking on this new and exhilarating process.
Whether you’re a small business or a large corporation; or if you’re a niche company or one that targets a wide audience. One thing remains true regardless of your industry: you need a sound digital marketing strategy to build awareness about your company, promote your products or services and increase your sales. That includes SEO, pay-per-click advertising, content marketing, and social media advertising.
Envisioned in science fiction movies and literature, praised by futurologists and damned by traditionalists, the Internet of Things (IoT) is closer than we can imagine. Earlier this year, two important market players, Amazon and Google, launched devices combining entertainment with smart-home management, thus paving the way to a genuine IoT revolution.
Marketers cannot, and must not, dismiss this opportunity. With the networking and integration capacity of such systems comes a wealth of data, information, and behavioural patterns. The change will go deeper than that, forcing businesses and marketing agencies to revisit their roles and the way they interact with their customers.
Sure, it’s disruptive, but it’s also highly beneficial. Businesses can now oversee the use of data and build more proficient platforms and systems.
It takes time and a lot of sweat to create valuable content. As a business owner, you should know by now that you must provide seamless user experience if you want to conquer the search engine optimisation game.
But how do you measure the effectiveness of your content? After all, you’re not a writer; you’re a business person, so you may be anxious about the quality of the articles you publish on your company’s blog.
Here are some tips and tricks to help you get the best out of what is on the market.
From Google and Facebook to real life Tony Stark, Elon Musk, companies have been using artificial intelligence to collect and analyze user data for a while now. The topic of AI is not new in search engine optimisation, but marketers are waiting with bated breath for the day machines will take over.
Is such a scenario possible? Or is machine learning just a better way to understanding and meeting users’ needs?
You know how in thrillers cops use sophisticated tools to verify if the suspect is telling the truth? Imagine if you could do the same to check the assertions of various so-called SEO gurus about what you should and should not do regarding search engine optimization. We would all have a more productive use of our time once some of these lies (or misconceptions, at the very best) are debunked once and for all.
But, since you can’t use a polygraph test every time you think about hiring an SEO agency, here are some lies that you should be wary of during the process.
In a study published last December, Adweek argued that search engine optimization is about to change and 2017 will be the year of impressive innovations in location-based marketing. Due to the prevalence of mobile devices and sophisticated technologies that allow marketers to collect data about their prospects in real-time, businesses can now target consumers better and accurately than ever before.
At the core of every search, there is an intention. People want relevant answers to their searches in the form of articles, product listings, reviews, how-to videos and so on. If your content meets their expectations, then they will read it and engage with it. If it doesn’t, they will continue their search.
User intent is a valuable part of search engine optimization. Not only that it’s easier to optimize your content when you understand the intent of your target audience, but you also ensure that you’ll attract the right crowd to your site.
Your goal is to achieve the number one position in at least one of Google’s search results. So, you work hard to create high-quality, value-added content that is optimized both for search engines and people.
But, what if we were to tell you that there’s a better option than being number one?
No, we’re not talking about Google advertising.
In the hands of those who know what to do with it, big data can be a gold mine.
But, here’s the problem: all data isn’t created equal. Not every fact you collect about your prospects is helpful or relevant. Some data, in fact, can kill your sales quicker than you can say “byte.” And, what’s worse is that you won’t even realize it.