![]() Make sure to work with your vendor and agencies to identify specific goals and optimize the user experience to get the best results. Most programmatic ad buying platforms can give marketers specific information about "lift" in search terms and other KPI's outside of just CPM and CPC metrics. If an increase in sales is the objective, then ensure you are A/B testing campaigns and working with your agency to define objectives. If reach or website traffic are your desired KPI's, then ensure that your spend on programmatic is proportionate compared to your other tactics. If programmatic advertising is "not working" for your brand, I would suggest checking the user experience the landing pages, and desired conversion point for your campaigns. With programmatic ad campaigns and other display and ppc remarketing buys, the key is to do it well. Benefits include time savings, ease of booking or a special price offered for booking direct. In some cases they are glad we are, and are happy to allow it – as long as there is a benefit to them. The key is to understand what will work with your target audience, and what it is that you are looking to achieve.Īs it is with re-marketing – the general population is on to us. But used as part of a fully integrated plan to increase reach, website traffic, and even to "steal" reach from a competitor, programmatic media buys have proven to be extremely efficient. Is a programmatic ad campaign a silver bullet? Probably not. PROGRAMMATIC AD BUYING AND RE-MARKETING:ĭigital display and paid search marketing has certainly become smarter, and marketers have learned more about what to do with it. ![]() Take some time to verify your website with BING (as well as Google search console), and budget for some BING PPC for 2017.Ģ. This brings Microsoft close to 22 percent market share in the US search business, making it the second most important player after Google. Why? Microsoft reached 21.9 percent marketshare in July 2016, up 0.1 percent from June, while Google dropped 0.4 percent to 63.4 percent. I have also seen some great success with Bing PPC over the past 12 months. Social Signals are important to SEO.īing Organic search has picked up steam in recent months. Drive links back from social posts for increased "Social Signals," and tag all of your content. Keep your content calendar for social media channels, articles, Blogs, and videos focused around the target topics, keywords and phrases for your business. Google will penalize for duplicate content and broken links. Make sure also to review product listings for duplicate content. Don't forget to SEO optimize product information and product categories – especially if your product is available on Amazon or other marketplace channels. Blog posts about the resurgence of Vinyl, and where to find records as an example, will speak both to the customer, and to the search engine. ![]() Next, plan your content according to the primary search terms, phrases and content that your brand needs to be found for.įor example If you make vintage record players, ensure that all of your Youtube video's, Facebook posts, Blog articles and website content are related both to the product, and the topics that will interest the customer. Optimize your website first to be sure the taps are open before you worry about anything else. This will ensure that all the basics are covered including A check for broken links, proper H1 tagging and meta data, site speed, mobile optimization, Google search console and verification and more. I recommend a focus on Organic SEO and Local SEO for 2017 – ensuring that at the very least, your brand or business is listed properly in Google Maps and local listings.īeing found in search is paramount, so be sure to run your website through an SEO check. This makes the cost-per-aquisition higher, and out of reach for businesses who may have seen great ROI in the past. It is highly competitive, and even "long tail" keywords and phrases are now out of reach for many brands to buy. Depending on the conversion, the cost to enter Google paid search may not be as efficient as it once was. SEARCH: ORGANIC SEARCH, PAID SEARCH (GOOGLE ADWORDS AND BING) Google Adwords: 2017 Digital Marketing Roadmap: What You Need To Know | By Alicia Wahlen- Photo by ġ.
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