Article | September 1, 2023
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.
Advertiser Campaign Management
Article | August 12, 2022
When it comes to PPC advertising, it’s not uncommon to think: Bing Ads vs. Google Ads. On top of that: Which platform has more reach? Is Bing less expensive? Which has more targeting capabilities? Which will produce more conversions and revenue? While many PPC advertisers view the two platforms as competitors, they actually work best hand-in-hand. Google undoubtedly has the majority of the search market, but Bing advertising certainly shouldn’t be forgotten. Rather than Google Ads vs. Bing Ads, marketers should be thinking Google Ads plus Bing Ads.
Social Media Advertising
Article | July 14, 2022
As a marketer, your goal is to create ads that stick in the minds of your audience. You devote extra time and resources to creating memorable graphics, engaging CTAs, and interesting copy that works. You also buy just the right ad spots. But, what happens when your potential customer scrolls right past your ad? Your costly video ad never creates a difference and your campaign fails. Combat this video ad fatigue with audio advertising to effectively influence your target demographic.
After the audio content boom driven by podcasts, audio advertising is rising and becoming marketers’ new favorite. Nielsen Catalina Solutions’ 12-month-long study of audio ads on Spotify versus video and display ads found that audio ads were up to 25% more effective than other ad formats.
Mostly, audio ads are delivered through podcasts. We’ll dive into this shortly. First let’s look at how audio advertising can influence the buying decisions of your target audience:
Audio Advertising: Superpowers Explained
Audio advertising uses a broad content category such as background scores, jingles, and branded content apart from audio ads. By fusing audio ads into audio experiences such as ad-supported music streaming or podcasts, marketers can position relevant products and services in front of customers. Here are more of its advantages:
Audio Ads Offer Immersive Experience
A study done by Lightwave and iHeartMedia showed that one of the biggest benefits of audio advertising was its ability to connect with the audience on a deeper level. Remembering catchy jingles is also a part of this connection. Audio ads communicate emotions, capture the attention of the listeners within seconds and engage them enough to paint a picture in their minds. They achieve this without a big budget or production crew. A strong script and an audio booth are all you need to create an immersive audio ad.
They Have a Greater Reach
Primarily, audio ads are delivered through podcasts because they can be easily categorized and are widely consumed. According to Statista, almost 60% of all U.S. consumers older than 12 listen to podcasts. Interestingly, 70% podcast listeners do not multi-task while listening to a podcast, so you are catering to alert listeners who might end up retaining your ad (Edison Research). Apart from podcasts, audio ads are also run in locations such as radio, music, and news streams.
They Are Insightful and Creative
Marketers can use 3D and 8D audio to create soundscapes that offer an immersive experience. Additionally, audio ads create a 1-to-1 relationship. With the help of programmatic advertising, they also collect many layers of data that provide buying insights. Integrating audio ads with voice assistants is a creative approach to entice customers while being interactive.
Nars Cosmetics UK used Spotify to offer its customers voice commerce. Upon hearing the ad on Spotify, they could order samples and set up delivery using their smart speakers.
Smart Speakers Are Changing the Game
Smart speakers are contributing to screen-less moments in American homes. This means your video ad campaigns won’t get the kind of response you expect, but your audio ads just might. The Edison Infinite Dial report found that there is an average of 2.3 smart speakers in each home in the U.S. This number shows that a wide range of people use voice search and will listen to audio ads as a result.
Summing It Up
Audio advertising drives engagement and conversion through immersive storytelling, catchy jingles, and longer ad retention. It can be a great addition to your digital marketing strategy and refine the way you influence your audience’s buying decisions.
Article | June 1, 2021
Nate Burke, CEO of Diginius, a London-based technology company, who specialise in digital marketing and ecommerce solutions, discusses the growth and exciting future prospects for video advertising, particularly for those seeking unique ways to promote products in a saturated online marketplace.
Over recent years, there has been increasing focus on the use of video in just about every marketing context. And as it would seem, all the events and shifts in the market that have occurred ever since have only played into the success of the audio visual format.
Take the coronavirus pandemic as a prime example. Lockdown restrictions and stay at home orders across the globe have catalysed our consumption of video content. For anyone sceptical of this statement, just take the sweeping influx of TikTok users, and consequently, development of Reels, Livestream services IGTV and Stories features across social media platforms.
These video-based formats often provide a more entertaining and engaging way to consume content. And at a time when we have been looking for just about any way to fill gaps while stuck at home, videos have offered moments of escapism and connectivity, despite people never being so physically far apart.
The video content we have consumed has varied from DIY tutorials for making face masks or home renovation projects, through to product reviews and demonstrations for items we would typically like to see in person and in store.
And although restrictions are beginning to ease and these in store experiences can resume, many consumers will have adjusted to the new way of doing things, particularly with regards to online shopping and decision making.
Therefore, no longer is it enough to simply enable the purchasing of your products through an online channel. Rather, brands need to be supporting every step of the customer journey through their digital offerings, including the awareness, research and post-purchase service stages.
And thanks to the continued development of online advertising tools, this is now more viable than ever. For example, the social media features mentioned previously can all be used for advertising purposes too. Whether it’s enticing brand videos posted to your own feed, or promoted via each platform’s advertising network, or even an influencer partnership, whereby a famous face shows your product in action, there are countless ways to get word of your product out there with video.
Similarly, YouTube ads have long been praised for being a cost-effective way to earn greater digital reach through better engagement and creativity. As the second largest search engine in the world in terms of number of searches, it’s easy to understand why video advertising on the platform is so beneficial.
But while it might be one of the largest, YouTube certainly isn’t the only worthwhile search engine to be advertising on. In more recent times, the sophistication of other search engines, including Google and Bing, have created a strong case for businesses to include video consideration in their SEM strategies too. For example, we’re probably all familiar with the increasing favourability and better integration of YouTube videos displaying on results pages. And although this is separate to PPC advertising, it does require considerable effort in terms of SEO in order for videos to rank.
However, more recently, and we suspect moving forward, there is room for the use of video in these traditional PPC search advertising platforms too. In fact, Bing is currently rolling out a video extension feature to its ad accounts, allowing advertisers to include a 6 - 120 second clip in their search ads. On desktop, a thumbnail for the video will be shown to the right of the copy, which when clicked, the video plays in an overlaying window. On mobile, the video simply plays in the frame with ad copy still visible below.
As well as helping to secure greater real estate space on the results page, these videos make ads more engaging and can even enable businesses to provide more information about the brand, product or service beyond what is permitted in the copy.
Therefore, for businesses looking to implement a strong video strategy, Bing can help you maximise the return on investment required to produce such pieces of content. As well as making use of video to improve PPC efforts, the search engine definitely appears to prioritise the format more than other platforms do. Just a quick search for big name brands, such as ASOS and Sainsbury’s, will show you just how easily the search engine integrates branded and user generated video content, when compared to the likes of Google.
Again, with videos that are appropriately optimised, there is great potential to increase the space taken up on the all important first page of results. As well as this, you can provide searchers in the awareness and research stages with greater information and a better brand experience through content in a more engaging format to increase the chances of a conversion.
In terms of PPC advertising, the use of video is at no greater expense to the business. Video clicks are charged at the same rate as call to actions or website click throughs, and like in the traditional form, only the initial click incurs a cost. Therefore, users can click to watch the video, and then press the button to call, enquire or visit your website, and despite having spent more time immersing themselves in your brand, there will be no additional price to pay.
Undeniably, video advertising is becoming increasingly intelligent, providing businesses with much more opportunity to showcase their products in an engaging way, which can help break through the white noise of the saturated online marketplace. But interestingly, I believe this is only the beginning of what is possible with the format, particularly when it comes to PPC in search.
As the retail world recovers from the disruption of the pandemic, and businesses really begin to home in their strategies to accommodate users’ new found preferences in the age of post-lockdown, the creative use of video will become an ever-growing key tactic in advertising.