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Supercharge Your Sales & Marketing with PPC at London Tech Week

Ever feel you want to know more about one of the highest ROI marketing channels? Look no further!

Pay Per Click (PPC) allows you to create super targeted campaigns, around your target audience, only paying for what is used and calculating directly your return on investment. With PPC you will usually make a minimum £2 for every £1 invested, once you have your ROI calculated allocating spend is easy.

Come along to this highly informative and informal session with one of the UK’s top PPC agencies in partnership with Google to learn more about PPC, what it can do for your business and how you can get started, or make your existing campaigns work harder for you.

Spaces are VERY limited so please book early to avoid disappointment.

Tuesday 21st June 2016

11:00 – 14:00

Join us at Google, 1-13 St Giles High Street.

Nearest tube – Tottenham Court Road

11am – Welcome, Snacks & Intros
11.30 – 12.45pm – Supercharge your marketing with PPC, tricks and tips for a killer ROI. (Laura Davidson, Tag Digital)
12.45 – 1.30pm – What’s next for Google? Cool tech and early BETAs. (Jordan Yates, Google)
1.30pm – 2pm – “What’s wrong with my campaigns?” Practical Q&A with Tag Digital & Google. Sushi & Beer accompaniments!

SEO VS PPC: The present and the future.

What’s the difference you ask? Let’s do some investigating.

SEO, otherwise known as Search Engine Optimisation, is a process. A process which affects the visibility of your website or webpage in search engine’s results. These results are classified as ‘organic’ or ‘earned’ results are they have not been paid to be placed in front of you.

PPC, otherwise known as Pay Per Click, is a model. It is a model of internet marketing; advertisers like you pay a fee each time one of their adverts is clicked on. Every time a search is carried out, Google (and other search engines) sifts through a ‘pool’ of advertisers and selects a set of ‘winners’ to appear on the results page depending on the relevance of the keyword and bid… In other words, it’s a way of buying visits to your site.

Researching, analysing, selecting and organising keywords, setting up campaigns and ad groups and landing pages that are optimized for conversions; It all seems like so much? But no effort, no result.

So it’s the battle of unpaid vs paid, organic and inorganic – SEO and PPC.

Why would you do both?

It depends on your budget and what consumers want – at the end of the day, consumers respond to advertising that is interesting to them! If possible, it is important to have the right balance between both. Experimenting and covering as many relevant keywords as you can with your allocated budget is key If PPC is done right and your ads and landing pages are useful to users, you will be charged less for ad clicks. Hurrah, higher profits for your business!

At the same time, you should be updating/publishing the content on your site regularly – remember ‘quality not quantity!’ Quality content (what your consumers want to see) is what drives your ‘rankings’ on search engines. If you have quality content then your site can become a desirable webpage for others to link to; links to your webpage can optimize your search.

Where does Google come into the marketing mix?

When it comes to PPC, we’d say Google AdWords is the most important as it is the most popular search engine therefore provides the highest results to your ads and most traffic to your website.

ive gone google

However, Google being the number one search engine and most popular PPC advertising system in the world , wouldn’t be in their position if they didn’t of course put a ‘spanner in the works’ and update their technology, systems and apps every so often!

Go on then, Google! What’s your latest challenge?

In February, Google decided to ‘mix things up’ a little for us advertisers and agencies by removing sidebar ads. Meaning that there has now been a reduction in ‘above – the – fold’ ad positions. Now take a minute to think about this one.. Yes that’s right. Another example of supply and demand. In any market, supply and demand is an economic model of determining price.

What relevance does this have to us?

It means that our bids, even when presented at the bottom of the page will be valued as high as placement in the original sidebar.

It means that the average CPC is likely to increase for us advertisers due to the reduced amount of available ad positions ‘above – the – fold’.

It means that if you are dependant on organics, then your organic listing is unlikely to appear ‘above – the – fold’ as Google may display up to four Adwords ads as well as a Knowledge Graph Panel above anything else. Meaning that if you are dependant on organics to drive traffic then you will have dropped from position 3 or 4 on search to 7 or 8 as they are now taken by PPC ads and SERP positions. Hence, why we recommend you use both PPC and SEO.

It means that if a potential consumer searches for something very specific that is it unlikely that your ads will appear above – the – fold.

It means that this could be the end of ‘anti – marketing’ campaigns. You know, the ones where you bid on the names of and urls of your competitors to sneakily steal their business.

What do we conclude?

It is now evident that using PPC and SEO together is now more important than ever. That is, to stay at the top of the page or at least above – the – fold. If left neglected, this could be seriously harmful to you website, after all – how many pages do you search through to find want?

Don’t delay, the future is now, keep focused on measuring your ROI from organic and paid and enjoy the results!

Any questions or to get your free PPC audit contact info@tagdigital.co.uk

Tag Digital Finalist for ‘Emerging Start-up Exporter of the Year’

We’re pleased to announce that we have been shortlisted for ‘Emerging Start-up Exporter of the Year’ at the BQ Scottish Export Awards. Now in their third year, these awards serve as an important platform for Scotland’s internationally operating businesses.

Designed to reward Scottish companies for excellence in international trade, the award we are shortlisted for acknowledges ‘outstanding achievement’ in a company new to exporting. This is great recognition for TAG Digital as we are working hard to continue to increase our international business – especially in Dubai. In fact, we are now running PPC campaigns in 26 countries worldwide.

In our category, the winner must demonstrate outstanding achievements and be new to exporting. Across all nominations the judging panel shortlisted nominees who demonstrated excellence in anumber of key areas including:

  • Sustained growth in exports
  • The company’s overall commitment to international business
  • The key decisions taken to make the company a successful exporter
  • What new markets and technologies the company has utilised to grow the business over the last 12 months

Bryan Hoare, director of BQ Magazine said:

“Exporting and international trade remain central to Scotland’s economic growth and these awards are about recognising excellence in those emerging and wealth creating companies that are selling their products, services and expertise in scores of overseas markets.”

The winners will be announced at the ceremony on 23rd March – wish us luck!

Should you include Search Partners in your Google AdWords?

When you set up a Google AdWords campaign, the option to target users on partner sites appears – but what is this and is it a way to gain more traffic, or just spend more money? The Google Search Network gives advertisers the ability to delivers ads on partner websites, which includes hundreds of non-Google websites, plus Google Maps, YouTube and other Google sites. On search partners, your ads can appear on search results pages, on site directory pages or on other pages related to a user’s search.

The suspicion, if that’s not too strong a word, around the search partner network is that the value of this traffic can be very different from that directly received from Google – but there is no easy way to alter your bids accordingly. Also, unlike Bing Ads, Google does not allow you to exclude specific search partners, so you have no control over where your Ads are served. So, is it really worth it?

Search Engine Land recently carried out some research, and their results are pretty interesting. While traffic from text only ads on search partners has not changed significantly in the last year, traffic from Product Listing Ads (PLAs) has grown steadily. This is because since 2014, Google has increased the rate at which PLAs are shown with their larger retail partners, and in December 2015 Google launched PLAs on image searches.

They also found that Branded keyword traffic was more likely to convert from Search Partner sites than from Google, but that the CPC for these visitors was significantly higher. Overall on mobile traffic, Google’s conversion rate was higher than with search partners; and similarly for non-brand keywords, the search partner network’s conversion rate was significantly lower than Google’s across all device types.

Obviously, no two businesses are the same. Some advertisers will do much better on Search Partners than the average, and some will see much lower returns. The only way to know for sure is by targeting the partner network and collecting your own data. If you need help with any aspects of Google AdWords, get in touch.

New Facebook Resources For Charities and Non-Profits

Facebook announced that in February, as part of their 12th birthday celebrations, they would be launching a range of free resources to help charities and not-for-profit organisations to use Facebook more effectively.

Recognising that the goals of these organisations is to raise awareness about their causes, activate supporters, and fundraise, the official post by Facebook claims that they “want to help nonprofits use Facebook more effectively to achieve these goals”. The solution? A new website geared specifically to non-profits, with detailed product information and plenty of examples.

The new website (http://nonprofits.fb.com) has lots of free information on best practice for fundraising along with a range of free tools to help organisations to:

  • strengthen their presence and increase awareness
  • leverage Facebook to reach their goals
  • effectively use Facebook’s tools
  • find success stories and learn new tricks

There are articles on Facebook Ads; how to use Facebook Insights; how to set up a page or improve on an existing one; and even more indepth content on creating campaign strategies and increasing likes and engagement.

So is it all completely altruistic? Well, Facebook’s PR team seem to think so:

“We hope this website will serve as a valuable resource for nonprofits, regardless of their size, focus, or location. This is just the next step in our efforts to build tools and products to empower our global community to do even more good on Facebook” says Joanne Sprague, Facebook’s Marketing Manager for Social Good.

If you are a charity or not-for-profit in the UK and you would like help and advice on navigating Facebook’s tools especially designed for your industry, or maybe you’d like to take advantage of the Google AdWords’ scheme available for charities, get in toucch

How Users Consume your Social Media Content

Creating content that makes your audience happy, engaged, brand advocates is the holy grail of content marketing. Unfortunately, even with careful study of previous statistics and interactions, there is still no real way of telling how your audience will react to the content you publish – or if they will respond at all.

You can spend days crafting the perfect article, complete with beautifully designed graphics and see it get no response, while something you sent out while on the bus home gets the highest engagement of the month! You can control what and when you publish, but you can’t control the behaviour of your followers. That’s why audience and market profiling is important. It can help you predict the reactions and plan your marketing more efficiently.

When you’re profiling, understanding how your audience is interacting with your content is vital – and prioritising the right kind of interactions even more so. Here are just a few observations of how your market will be consuming your carefully crafted content, and what you need to look out for:

Are they Reading or Browsing?

Your average internet user is adept at ‘skimming’ web pages, spending around 15 seconds on a page. So, unfortunately, just because someone clicked through to your blog article doesn’t mean they read it. You need to track time-on-page as a key engagement metric for your blog.

Turning Impressions into Engagement

Your posts on social media need to be tailored to your audience, and they need to stand out from the stream of information. Design is big part of social media marketing as posts with graphics have a higher engagement rate than those without. Content is more than just words.

Value over Viral

If likes turn to clicks, clicks to shares, and shares to a viral article – is that enough? Did the phone ring? With all content, you need to prioritise value over viral. Of course, no matter what your topic is, you can help it along the way with some clever timing, for instance, by linking it to current events. A clear message, combined with a call-to-action can have a huge impact if sent at the right time.

Social Media is not a tool to be taken lightly – as all too many brands have seen in the last few years, the right Tweets at the right time can make or ruin a company! If you need some advice and strategy before wading into content marketing – get in touch.

Understanding Consumer Signals

Marketing is evolving. Demographic targeting used to be asking the magazine media sales team who bought their publication…now demographic targeting online is just the tip of the iceberg when it comes to effective marketing. By looking at individual online user behaviour, you don’t have to divide your audience into rough categories, hoping that everyone who is female between the ages of 25-35 likes the same things!

Billions of interactions online has created huge amounts of data, and with it, billions of opportunities for brands to reach their audience with relevant content.

Here are our top tips for making the most of consumers’ signals:

1. Look at the customer journey.

By examining all phases of the consumer journey, you can create a picture of the moments you customers go through – from looking for inspiration; to researching; to making a purchase. By targeting each of these moments as part of your marketing strategy, you can make sure that you are using the right messages in the right places.

2. Consider the context

You may only have the declared information like age and gender, but by looking at the context (e.g.device, time of day etc.) and intent (e.g. previous interactions with your website) you can create a clearer picture of what they are doing online. Providing value at the right moment makes a big difference.

3. Measure the results

When you start to widen your net to focus on reaching consumers at earlier moments in your sales funnel – you need to take measure of them to make sure that the extra effort is having the desired impact. Measure. Learn. Repeat.

If you’d like help ‘hearing’ the signals your consumers are sending – get in touch with Tag today.

How to reach the right person, at the right time

In the past five years, marketing focus has shifted from outbound to predominantly inbound. Now consumers hold the power; choosing the channel they want to hear your message on, and when they want to hear it. This doesn’t have to be a negative, as this proliferation of mobile internet devices offers marketers the opportunity to target their marketing more affectively to reach the right person, with the right message, at the right time.

In the past three years alone, multi-screen media consumption has increased by 500%. In a nutshell, more devices means more time online, and more time online means more consumer ‘moments’. These moments can be; looking for something to watch or do; looking for a product or service; or seeking to make an online purchase.

When we combine these ‘moments’ of intent, with the signals (e.g. where someone is, what device they are using, what time of day it is) the result is enough data for marketers to produce relevant messages, and connect with consumers in a more meaningful way.

Here’s an example:

Two different consumers perform the same internet search: ‘Chinese food’. Consumer A is on a desktop at 4pm on a Wednesday, and Consumer B is on a mobile phone at 8pm on a Friday night. With this contextual information alone we can assume that A is at work, dreaming about what they are going to make for dinner that night and B is in town, looking for a restaurant near them. These assumptions may not be right every time, but when we consider that previously, we would have no ways of distinguishing between Consumer A and B, the signals are definitely a lot clearer!

This information could allow a marketer to deliver two different search Ads to the same query, triggered by the signals that the Consumers are providing.

Ipsos Moments that Matter Research, carried out in June 2015 showed that 75% of online consumers in the UK have taken action after seeing a message from a brand that is relevant to them.

Targeting the right signals for the right ‘moments’ can make a huge difference to your campaign’s effectiveness. Watch out for our next blog which takes a more in-depth look at how to ‘hear’ these signals.

Google Announces 4 New Types of Ads

Google is still the undisputed King of online marketing. Between YouTube, Google Search, Google AdWords and AdSense – there’s no denying they have the market cornered. Marketers rely on these systems heavily to reach the right people in the right places.

Maybe as a way to say ‘thank you’ Google have launched some new systems to help us all achieve more from Google Ads.

  1. Customer Match

Now you will be able to upload a target list of email addresses with Google’s new ‘Customer Match’ feature. This system allows you to serve your adverts to your customers and prospects. Simply upload a list of email addresses, then Google matches signed-in users on Google securely and privately, letting you create campaigns targeting the individuals with the right message at the right time. It will also let you target ‘Similar Audiences’ based on the demographics of the list you uploaded.

  1. Click-to-Buy from YouTube Videos

YouTube had already announced a new way for brands to promote products through their own videos. This capability is to be extended to ‘partner’ videos. So now, brands will be able to turn any relevant video, owned or non-owned, into a digital storefront with direct ‘buy now’ links.

  1. Mobile App Marketing

Google has announced a new way of promoting your Android app with ‘Universal App Campaigns’. This new AdWords campaign system allows marketers to target customers in different ways across Google Search, Play, YouTube, and the Google Display Network (GDN). The system will pull in images, videos and descriptions of your app to automatically create ads that are optimised for whichever channel they appear on.

  1. YouTube Search Tracking

You can track if users have searched for your business in Google Search, and now Google has extended this service to YouTube searches. You’ll now be able to see if your ad is driving searches for organic video content connected to your brand.

As these roll out we’ll keep you up-to-date on how to use them and take advantage of these fantastic new tools.

If you’d like to receive a FREE PPC AUDIT then click HERE. Alternatively, if you’d like to talk to us about any further digital marketing services, call us on 020 7788 7567 or Email Us.

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