Linking analytics and ads

| April 30, 2019

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Gone are the days of the traditional marketing funnel. While the funnel once showed us how a customer would gradually narrow down their product search along the path to purchase, this standard has changed. Or more accurately, there is no standard path. Today’s customer journeys might resemble anything from a pyramid to an hourglass — and according to a study conducted by Google and Verto Analytics, no two journeys look the same.

Spotlight

Liberty Marketing Ltd

Liberty was founded in 2008, when online marketing was still an untamed frontier.Dodgy digital marketers roamed the web unchecked and businesses big and small were getting royally screwed by these mercenary crooks. Something had to be done. Where was the digital gold standard by which all online marketers could be measured?We foresaw a future where businesses could see exactly what their agency was doing on their behalf, and were getting real, measurable results in return. And if you want something done right…

OTHER ARTICLES

How to adjust your PPC strategy during the Covid-19 pandemic

Article | April 2, 2020

The COVID-19 outbreak continues to impact the world like never before. Businesses have been hit hard, institutions have been shut down, and people are being made to stay indoors in an effort to slow down the spread of novel Coronavirus. Nearly all businesses have been dealing with a lot of difficulties right now and the world of PPC advertising is no exception. As the world grapples with the pandemic unfolding in real-time, they turn to online searches and news to find answers to their questions. This extreme change in people’s behavior has also impacted the change in their online search behavior. While some industries were well prepared for this shift, many are not. Table of Contents Has Covid-19 affected your PPC accounts? Impact of COVID-19 on PPC advertising - Industries with increased performance - Industries with mixed performance - Industries hit the hardest Ways to adjust your PPC according to the new search volumes Has COVID-19 affected your PPC accounts? As of today, the COVID-19 related searches are ranking the most on Google, beating other searches related to news, weather, politics, Google, Facebook, and Amazon. To help track these emerging searches along with other breakout searches that users are looking at, Google has released the Google Trends Coronavirus Hub to offer more insights. For some advertisers, these new searches have drawn more visitors to their sites, bringing in new customers. For others, however, the results have not been so great. Wordstream notes that Google search ad impressions have declined by 7% over the last week, which is not uncommon during the holidays. But advertisers certainly weren’t expecting it to happen all so suddenly. Conversion rates have dropped by an average of 21% since the COVID-19 became an epidemic. Advertisers who acknowledge these changes need to be able to adjust their PPC strategies to keep their businesses agile during these uncertain times. Learn more: Teesside web advertising firm makes journey into glasgow Impact of COVID-19 on PPC advertising Google trends shows that the COVID-19 is on top of mind for most people, especially in the early morning and late at night. Many of us who aren’t fighting the pandemic head-on, often look to some other distractions online or try to carry on with our days as usual. Advertisers can review these searches and prepare to adjust their campaigns to avoid wasting their spend online. Industries with increased performance Healthcare and medical Ever since the outbreak, most of us have turned to search to protect ourselves and the community. In the wake of social distancing and a worldwide lockdown, we’re relying on Google SERP to purchase over-the-counter as well as vital medications. As a result, medical advertisers are seeing a strong spike in their sale of pharmaceuticals and medical supplies with increased ad clicks and higher conversion rates than usual. Non-profit and charity The non-profit organization is another sector that’s having a dramatically increased impact due to the COVID-19 outbreak. Charities, non-profits, and social enterprises are working the hardest to help communities fight the COVID-19 crisis. Since the epidemic, this sector has seen • A 10% surge in search ad impressions • A 23% surge in search ad conversions • A 20% surge in search ad conversion rates Luckily, Google’s ad grants program is working with more than 35,000 organizations to help non-profit use AdWords. Live-streaming and on-demand media The phrase, “Netflix and chill”, “Quarantine and chill”, couldn’t be more true and relatable right now. With people practicing social distancing at their homes, we’re consuming more entertainment than ever. This has led to a spike in the entertainment advertisers’ conversion rates, bringing in more viewers. Safe to say it’s not a bad time for the entertainment industry, as the demand for live-streaming media has skyrocketed and seen a dramatic hike in its conversion since the last few weeks. Learn more: How COVID-19 Has Impacted Google Ads Results for 21 Industries Industries with mixed performance Real Estate According to Wordstream, there’s no significant change in the search volumes or conversion rates in the industry yet. But there could be some shifts down the road. Consumers are more hesitant in attending open houses and more reliant on professional agents to schedule an appointment instead. Despite the +15% CPC increase in real estate listings and real estate agent searches in the last month, there has been a -25% decline in the conversion rates. Agents and brokers, however, have seen a 30% increase. Moving and relocation services have seen an 11% increase in search volume, maintaining a stable CTR, CPR, and CPR. Both property development and construction industries are seeing a decline in their conversion rates by -53% and -7%, as well as lower search volumes. This could lead up to a decline in real estate supply in the future. Automotive The automotive industry appears to have taken a hit. It has shown a noticeable decline of 30% in the industry with average conversion rates over the past few weeks. Although this can’t all be due to the pandemic, advertisers are seeing a lot of shifts in searchers’ preferences in the automotive market. Job and education There has been an increased demand in e-learning and training due to schools and colleges being shut down for at least a couple of weeks. Given the college application rush over and the upcoming SAT in June (yet to be canceled), prospective students’ behavior on the SERP remain the same. There’s also an increase in paid search traffic for new career opportunities and vocational training since the last couple of weeks. Industries that have been hit the hardest Travel and tourism It’s not at all surprising to see that fewer people are booking for travel these days. With business, consumers, and government avoiding unnecessary travels, advertisers are finding it hard to convert new searches on their sites. Searches for flight cancellations, delays and restrictions are also at an all-time high, leaving ads more exposed to curious searchers. To address this problem, advertisers should: • Add new negatives keywords for COVID-19, advisory, and cancellation related searches. • Promote cheaper fares and easy cancellations and adjustments for future travel. • Suggest travel insurance to your customers to ease concerns while increasing your average sale price. Live entertainment Search volumes for live entertainment have also reduced by 24%, with a dip in conversion rates by 30%. The need for public safety and social distancing has caused consumers as well as performers to cancel their live shows all across the globe. Ways to adjust your PPC strategy according to the new search volumes Unprecedented times call for unprecedented solutions. Here are some of the ways that you can adjust your PPC strategies according to the rising challenges: It’s important to understand what traffic your ads are getting and add new negative keywords add new negative keywords quickly to prevent your campaigns from reaching irrelevant panicked searchers. • Closely follow COVID-19 related searches to understand how people are searching online. Leverage Google Trends to see what’s trending the most. The Google Trend Coronavirus Hub is a great place for advertisers to find out users’ priorities and search interests in response to the changing news. • The flipside to users spending more time online is that you can easily find them while they’re browsing the web. Consider remarketing to your previous customers and website visitors, bring them back to your site and keep your brand in their minds. This way they will be more likely to convert. Conclusion While times are uncertain at the moment, it is important to keep a positive mindset and be safe. Make sure to stay in the lookout for any new disruptions caused by the COVID-19 and keep adjusting your PPC campaigns consistently.

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The Drum Show: a CMO and agency manager on advertising and marketing in the time of coronavirus

Article | April 2, 2020

In a specific edition of The Drum Demonstrate throughout the Digital Transformation Pageant, the head of internet marketing at Hertz and founder of imaginative agency Mr President shared how their respective firms are coping during the present-day coronavirus crisis. Becoming a member of The Drum’s associate editor Sonoo Singh, Vincent Gillet, vice-president global marketing at Hertz, and Mr President co-founder and main inventive officer Laura Jordan Bambach talked about the only matter on any organization homeowners agenda – how to endure the coming weeks and months. Bambach reported that it was “too early” to know what the affect will be on a small business like Mr President, which counts Metro Bank and Betvictor among its clientele. Having said that, she praised the government’s initiatives to present businesses with grants and loans pursuing the chancellor’s announcement that £330bn would be reserved to assist the economic system.

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YouTube Will Not Show Advertising on Videos About Coronavirus

Article | April 2, 2020

Coronavirus, which emerged in Wuhan, China, has become one of the most talked about topics in a short time. Especially on social media, many sharing and informing about Coronavirus was made. However, channels that prepare content related to Corona virus on YouTube will not be able to earn income from these videos due to the company policy. Last month, the YouTube channel Insider made a video about the Coronavirus. As of February 11, YouTube announced that it is treating the Coronavirus as a sensitive issue. All videos shot about the Corona virus on YouTube will not be able to receive ads until the next announcement, and therefore will not be able to earn revenue from these videos.

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BRAND MARKETING

Why are high performance websites crucial for SEO?

Article | April 2, 2020

Search engine optimization is one of the most important subdomains in digital marketing where organisations try to get visitors from search engine ranking pages to their website. The most vague approach by businesses is to just post content on their website, create backlinks of it and expect to rank number one on the targeted keywords. However the reality is that search engines consider a lot of factors in ranking a web page such as website’s loading speed, responsiveness for mobile device compliance, good user experience, rich snippets, keyword frequency in content, interest of visitors in content and then comes in the turn for backlinks and domain authority. Why SEO is Mandatory for Websites? SEO requires continuous efforts everyday due to 3 major factors. First is search engines rank the latest content on top most position at first and later on adjust the rankings according to other parameters. The second issue is changes in google’s algorithm bi-yearly which has the tendency to suppress the rankings of all web pages of a website. The third is your competitors who are creating better content to outbeat your website. We need to understand that a business can put in limited efforts on content marketing and backlinking, depending on their budget. The above mentioned factors are continuously vanishing the results derived from their previously made efforts so the high performance websites, customizations and rich snippet integration to ramp up the performance of complete websites. In one of our previous experiences we have seen web pages jump up from 3rd page of google search to 1st page in a day after deploying a faster version of the website. The initial journey of SEO can be done placidly with content management systems initially but later on comes the saturation point where to procure more traffic either we have to increase workforce or add more integrations. These integrations are very costly on a content management system for a website with huge user traffic that’s why such businesses should build their custom websites and get access over source code. To do so they can outsource the project to a software development company, hire developers from an offshore company or hire their own in house developers. One more factor that contributes in converting leads to customers is user experience which can only be improved with tracking user behaviour, user feedback and testing new UI improvements done on the basis of suggestions. The same journey is followed with any new functionality built after users demanded it via feedback. The above mentioned points suggest the conclusion that high performance websites and technical teams can help businesses to derive exponential growth in traffic if the SEO and technical team work hand in hand.

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Spotlight

Liberty Marketing Ltd

Liberty was founded in 2008, when online marketing was still an untamed frontier.Dodgy digital marketers roamed the web unchecked and businesses big and small were getting royally screwed by these mercenary crooks. Something had to be done. Where was the digital gold standard by which all online marketers could be measured?We foresaw a future where businesses could see exactly what their agency was doing on their behalf, and were getting real, measurable results in return. And if you want something done right…

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