Paid search audience vs. keywords

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Regardless of the fact that today audience targeting is so popular, it is important to also admit some weaknesses as well. It turns out that paid search audience is not that heroic and the most effective targeting method paid searchers had expected it would be.

The purpose of this article is to shed some light on the idea that the keywords can be replaced by audience targeting in paid search.

The keyword is still the most powerful method of targeting for a paid search specialist, but also audience targeting can have a valuable impact in search bidding.

The best example one ever told in terms of the main weakness of audience targeting was from a traditional marketer who has perhaps never used the Keyword Planner. He said the following things:

  • He has two teenage daughters
  • They are within 24 months of each other, therefore in age demographic targeting they would be the same person
  • Both of them are young women, therefore in gender demographic targeting they would be the same person
  • Both of them are his daughters in his care, therefore in income demographic targeting they would be the same person
  • Both of them are living in his house, so in geographical targeting, they would be the same person
  • Both of them share the same friends, so in social targeting, they would be the same person

But, if speaking about personality, they are two different persons. One is creative and enjoys high heels and dresses, while the other loves the outdoors and sports, and wears blue jeans and sneakers almost all the time.

If a marketer using audience-targeting were selling spring dresses and saw them on his list, he would understand three things: (1) they are two high-school girls with the same revenue in the same geographical region, (2) they are both interested in spring dresses, and (3) will make only one sale.

It is not his targeting that causes problems; the thing is that not all those gathered into an audience persona box will work.

Audience targeting itself has shown some weaknesses. Moreover, it is not the saviour of all digital marketing that many believe it to be; and that there is an effective and really working solution that fits perfectly with demographic targeting, but cannot be replaced by it. It is a targeting method paid searchers have used for years now.

It is the keyword.

While audience targeting operates under the law of averages (someone in a demographically targeted list has to actually be interested in what one is selling”), keyword targeting works in individual-revealing user intent.

Keyword targeting can achieve the heights an audience can never, ever do…

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How to make visitors stay on your website

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Every website owner wants to attract visitors like a real magnet. Either you sell with the help of your website or run a blog just for having fun, you definitely expect a lot of comments, shares and thousands of visits, don’t you?

If you see no visitors, it is probably because your website doesn’t work well.

Consider SEO optimization

Of course, you cannot permanently increase the number of visitors to your website without proper SEO optimization. If Google offers the opportunity to gain organic traffic for free, why not using it?

Content marketing

It is important to remember that SEO likes content. The more informational material you publish, the more relevant keywords it contains, therefore, the higher your rankings on Google. So, think about creating informative pages alongside the transactional ones.

Content marketing is the tool that becomes the voice of your brand and brings new customers. And here we are talking not only about blogging, but also about making landing pages, guest posting, mission statements, and email campaigns.

Your presence on social media

Many people now believe that a Facebook account for a certain business is nothing more than just hanging on daily and posting funny pictures and videos. Actually, the situation is different. In fact, it is a full-time job where you have to respond promptly to every customer’s request and you have to solve the problems that might occur the same way you normally do by phone or email.

At the same time, social media is a powerful tool that helps us find our potential customers in their natural environment, get in contact with them, gain trust and valuable leads. That’s why, if you doubt the role of social media within a business, you better stop it right now, and create an account instead.

Don’t fall for the idea that it is possible to increase your website traffic without marketing. This is a complete lie. Driving more traffic means choosing the right strategy.

You can use content, email and community marketing alongside some social media strategies. Consider creating resources such as webinars, infographics, podcasts, etc. in addition, you can also organize social events (contests, promotions). You just have to know that the possibilities are endless.

The last but not least, it is important to follow your competition and always keep the finger on the pulse when it comes to your strategies. It is never too late to choose another path is something doesn’t work properly!

YouTube as a powerful promotion tool

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It might be really surprising for you to find out that the average user spends up to 40 minutes per session on YouTube. Whiting this time period, the user is exposed to a lot of advertisements. That is the place for your small business.

The number of people using the Internet for their news and television programming is growing significantly. Therefore, instead of investing into a commercial on radio, television, or print, consider having an ad on YouTube. It will allow you to reach potential customers via a more targeted approach.

There are many benefits of YouTube advertising, including:

REACH

Based on the current statistics, YouTube has 1.3 billion users and they watch almost five billion videos every day. And this number wont’ stop increasing! Therefore, YouTube is a great opportunity for you to spread your message and reach millions of people that can eventually become your customers.

TARGETING

When it comes to targeting, YouTube provides many options to choose from, including:

  • Topic– the subject of the video content
  • Demographics
  • Keywords
  • Placements– specific pages relevant to ad
  • Category– interest

TIME

It turned out that users spend more time on YouTube than on other social networks available today. This is very effective for small business that try to draw more attention to their advertisements. If speaking about mobile users, the average session time spend on YouTube is more than 40 minutes.

COST

In terms of budget, with YouTube ads you pay per video view. A typical video ad runs between $0.10 and $0.30 per view. This depends on the quality of the video, your targeting and the overall goal.

It is for sure that everybody watching a YouTube video has seen the “Skip Ad” button. If so, you might be worried that you will have to pay for a view by the user who didn’t watch your entire ad. You don’t have to worry! YouTube doesn’t charge you for the first five seconds.

MEASURABLE

YouTube ads are more measurable if compared to TV advertising. You probably know how. You have the possibility to track the success of your video digitally by using clicks. Moreover, you can get in touch with your customer service representatives to find out where the consumer heard of your product or service. YouTube also allows advertisers to see when someone skipped your add as well as when people watched the video through YouTube’s Analytics.

So, is YouTube advertising worth giving a try? Definitely yes!

3 myths about rankings to destroy for a successful business

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Incorrect assumption will always lead to bad decisions and bad consequences. There are three SEO myths that even the most intelligent people believe.

Myth 1: Doubling organic traffic will double sales

Of course, this can be true. Even more, in some cases, doubling the organic traffic can bring much more than doubling your sales. But SEO cannot be approached with this idea as the main point.

For example, you have site structure problems and a large area dedicated to documentation and a blog. Logically, if you fix the site structure and internal link mistakes, you will begin driving more traffic to the documentation and the blog filled with relevant and interesting content. The thing is that this traffic is less likely to be converting traffic, so driving more the organic traffic is possible without targeting what is really important: conversions.

To avoid this myth, think about different sections of your website, give them a value, and then develop method to make sure that once you are formulating the strategy for those sections of your website, you pay attention to the value of that traffic.

Myth 2: Outranking your competitors is crucial

The goal of our efforts is not about rankings at all, but rather income. You might think different, but if businesses were getting higher revenue from ranking in position 20 than position 1, SEO professionals would be working hard to get all their customers to the top of page three.

In addition, it can be effective to not only looking at keyword amounts with the help of a tool like Moz’s Keyword Explorer, but to use SpyFu, for instance, to get a better understanding of how a site is doing overall.

Myth 3: Keyword tools are accurate

Opening people’s eyes to see the reality is often sad but necessary. A lot of customers include huge search volumes of for the phrases they’re thinking about with their initial emails.

Let’s go back to the part where we mentioned that it is better using Moz’s Keyword Explorer rather than Google’s Keyword Planner. The former is more realistic because Keyword Planner is developed for AdWords traffic and, as a general rule, produces numbers far above the number of unique searchers that would reach a result via organic. The Moz tool pays attention to this and algorithmically adapts for that in order to provide numbers closer to organic reality.

Conclusion

Business owners make a lot of mistakes before campaigns even begin. Most of them are the result of a lack of understanding of how keywords and rankings work. Regardless of how successful the SEO campaign is in terms of rankings attained, if the principles and data that the efforts were based on are misunderstood, it could lead to campaign failure.

The best time for local marketing

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Speaking about local search, it is important to point out some of the recent developments and technology that will have an impact both in the short and the long-run.

Today, we live in an exciting era for local marketing tools that will change the way users discover places.

Big Data

When it comes to local searches, proximity is the most important ranking factor. That doesn’t seem to change. However, it is the filter that presents, ranks and sorts out the nearby locations that will change. What filter are we talking about?

You are the filter.

Local discovery will work as proximity that has been filtered by your needs and preferences. The person who is searching will be the one to tell what locations are shown.

Actually, this is nothing new. Major search engines like Google, Bing, Yahoo have been tracking the browsing history in order to personalize the search results. The new thing is the perfection of artificial intelligence and Big Data analytics.

Big Data will now help search engines personalize local search results based on users’ individual preferences. The more the search engine knows about you, the more relevant search results and maps will show up.

Online assistants and voice search

Online or digital assistants will be the connection between customer profiles, the locations they are interested in and products around them.

Today, digital assistants will be present everywhere. On your smartphone, in your house, your car your office. In other words, they will be in any place with internet connection.

Therefore, the assistants such as Google Assistant, Amazon Alexa and Apple’s Siri will become the universal connection between the physical and digital worlds.

Move to augmented reality

With the growing popularity of voice search, you will need to replace the traditional screen on your smartphone and monitor. A picture can render more than a thousand words can, so it doesn’t seem that even a human-like-talking digital assistant will replace our need to see what’s in front of us.

A great solution is to replace the traditional screens with augmented reality. According to Facebook’s latest related to augmented reality, this indeed seems to be the direction we are oriented towards.

Augmented reality will perhaps be an exciting and less privacy-intrusive local discovery development. This will give the opportunity to search for a local restaurant, visualize the exact location of a product right on a shelf or deal with personalized location-based content with beacons. Now, it’s time to keep an eye on beacons.

Beacons

Beacons are a perfect solution in terms of surfacing content in a user’s proximity. The challenge right now is to draw users’ attention to beacons. Nonetheless, if everybody has a digital assistant built in their augmented reality glasses, it will be easy to discover beacon content and personalize it based on your preferences.

This article was written by Rankwinz

Why investing in Facebook in 2017

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It has been already shown that Facebook Ads will bring a lot more leads in 2017 than any other paid network. You’ll need to develop an effective strategy and use it with precision, but today there is a great opportunity for inbound marketers when it comes to Facebook. If you will consider this opportunity, it will pay off during the years to come.

Technology is developing at a fast pace, but that doesn’t mean you won’t miss some significant changes. This is because this doesn’t happen at once, but once in a while. You might have the chance to see the change in motion. Right now, this is for Facebook.

Why Investing in Facebook Ads?

Base on a research carried out by Google, the amount of mobile research B2B buyers do have increased by 91% year over year. This is really important because as consumers now prefer mobile over desktop, B2B buyers do the same. Today they read, research and work on their phones as well as spend time on the Facebook app/Instagram/Messenger.

With the help of Facebook, it is possible to reach these people with Lead Ads that promote you and allow users signing up with just a few clicks.

With Facebook’s Lead Ads, there is no longer needed for users to complete a form using pre-populated info and cut out the landing page step. Both significantly increase conversion rates and make the mobile ads effective for B2B marketers.

The Best Ad Technology

When it comes to ads, Facebook provides you with the most powerful, cutting-edge and effective ad units and targeting. Moreover, they are presented in a way so that marketers can easily execute. Ads are created to meet your goals, which is simple for inbound marketers to get started.

The Future of Facebook Ads

Facebook ad are some of the most effective solutions to make your business grow today. In addition, investing in Facebook today will also help you succeed in the future. When users all over the world go online today, they go to social networks and spend a lot of time with a Facebook property, but that’s just the beginning.

As you might now, the ads haven’t always represented a part of the inbound playbook. But, due to the Facebook innovation, they can be very helpful and not interruptive. There is also the combination of ads and inbound works.

This is just a short summary on how Facebook now helps thousands of business reach unprecedented success.

This article was written by Rankwinz

Importance of Google Analytics for SEO

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Many today know that Google Analytics is crucial for a successful SEO campaign. It doesn’t only offer valuable information about a website but also helps businesses a lot to reach their goals. Before analysing the benefits you can enjoy by using Google Analytics, let’s understand, first of all, what it actually is.

Google Analytics is a free web tool that helps you to collect information about the visitors to your website. In other words, it provides you with valuable information on things such as how a visitor got to your website, what did he/she do when on your website, did they convert or not, and a lot more useful information.

How can Google Analytics help your business?

Google Analytics has four basic areas, including the audience – you can figure out who is visiting your website; acquisition – how visitors got to your website; behaviour – what they did on your website, and conversions – did they do what you expected them to do. Each of these reporting areas is very useful for different business purposes.

In addition, it is important to know that there four key benefits of Google Analytics. They are as follows:

  1. Website usability improvement
  2. Marketing campaign optimisation
  3. Budget allocation
  4. Audience identification

By getting the information about the way visitors use your website plays an important role in terms of understanding if your website satisfies their needs.

Marketing campaign optimisation helps you to figure out what works and what doesn’t work on your website. Therefore, you can later make all the necessary changes in order to improve the functionality of the website.

After you know what is working well and what is not working at all, you can understand where to invest money further. Google Analytics is a great tool here since it helps you identify the gaps in the investments you have made.

Even if you think you know your target audience, the Audience identification report provided by Google Analytics helps you to determine if you are right. In other words, these reports offer user-specific data that is an effective tool to better understand your audience. The data contained in the reports have elements such as visitor’s gender, locations, interests, etc.

Now, it is pretty clear that you must use Google Analytics in order to get your business to a new level. Moreover, it is very easy-to-use and is also flexible so that you can customise it to track everything on your website.

This article was written by Rankwinz