Imagine having a magic crystal ball that tells you exactly who’s going to buy what and when. Not only that you would be able to deliver personalized experiences, but you will also maximize your internet marketing efforts.

Unfortunately, this magic tool doesn’t exist – not in this form, at least.
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When it comes to internet advertising, one of the most important things that drive growth and improvement are the key metrics you get from monitoring your customers. Luckily, you have a variety of tools that can tell you which campaigns are performing well and which sources of traffic are delivering the best ROI.

That’s the ideal scenario.
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More often than not, small business owners treat web design rather superficially.

“It looks nice.”

 “I like the colour scheme.”

 “The images are so big and bold. I love it.”

That’s the extent of their analysis.
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Marketers have to track and measure a lot of different numbers: traffic, conversion rates, click-through, fans, likes, and so on. Some are vanity metrics while others can give you valuable insights into how your internet advertising strategy is performing.

One number, in particular, plays a crucial role in how high your site is ranked in search results.
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Have you ever wondered why your campaign suddenly stopped producing the sales or inquiries it used to, even though you’re still paying the same amount to Google for your ads?

Sometimes we try to justify the amount of money we spend on ad words. “oh well, we did get that big client 6 months ago” or “we still get the call here or there”.

The unfortunate truth, the hard pill to swallow, is that your money is probably being wasted.
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After recently running a seminar covering some of the basics of internet marketing, I was surprised by how little the average Sydney business owner knows. I decided I would use the material for that seminar to offer a few insights for those of you that may be feeling a little overwhelmed by it all.

This article will cover:

• Google Advertising Basics
• SEO Basics
• Website Marketing tips

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DON’T GET LEFT IN THE COLD WITH ONLINE MARKETING

3 Reasons Why Online Marketing Campaigns Fail

1. Not targeted correctly

People go online for a large variety of reasons. Because of this if you have a pay per click, social media or even SEO campaign that has not been targeted correctly, there is a good chance your campaign is going to fail.
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Google has recently made changes to the way ads are displayed in Google Maps.

Google Maps is no longer considered a search partner and has been incorporated into the Google search network.

This means that if  your account is set to Google Search Partners then your ads may no longer be eligible to be displayed in google maps. Ads with location extensions will now be displayed in local finder results for campaigns set to run only on the Google search network.
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Search Engine Optimisation Tips for Beginners

Over the years of optimising websites for different clients from many different industries, our AIA team of online marketers have picked up a number of handy tricks when it comes to ranking well for Google Search results.

First off I want to point out that there are many aspect to SEO most of which we categorise into two parts. Onsite and offsite. Onsite SEO is work done on your website. This includes page speed optimisation, meta data, heading tags, alt tags and latent semantic indexing. I know, your probably thinking what on earth is this guy on about right? Well I am going to simplify these points for you below so you will be able to sound like an SEO guru and get results for your own website without paying thousands of dollars to an SEO company.
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In February 2015 Google made a stunning announcement that contained the following:

“Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.”
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If you have any idea what the title of this blog even means then you are already on the right track in improving the performance of your online marketing campaign.

A lot of business owners have a very limited understanding of the different types of internet advertising available to them. No doubt when approaching internet marketing agencies you will be confronted with one if not both of these terms.

But what’s the real difference?
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“Design is not just how it look and feels, it’s also how it works.”

(Steve Jobs)

When building a website there are some fundamental key features that need to be adhered to.

• Keep it simple.

The internet is all about convenience. Surfers do not want to have to think when looking for what they want. The back button is one of the most commonly used buttons on the internet so if the user does not find it easy to get what they want from your site they will just hit back and go somewhere else.
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Is your site indexed and optimised for search engines?

It’s really easy to check how many of your pages are indexed on Google.

All you need to do is type site:your-site. com.au and you see the search results bring up all of the pages Google has indexed for the given URL.
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