Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
Gartner recently estimated that “by 2017, mobile apps will be downloaded more than 268 billion times, generating revenue of more than $77 billion and making apps one of the most popular computing tools for users across the globe.” Yes, $77 billion. That’s not a small chunk of change.
In a crowded marketplace, it can be difficult to showcase your app and attract new users. According to Google’s numbers, 60% of apps available are never installed, and of the ones that are installed, 80% are only opened once.
So in our always-connected, multi-screen world, how can you get a piece of the mobile app action? Consider allotting a portion of your mobile budget for Google AdWords. Google recently introduced a new set of advertising solutions specifically designed to help advertisers reach their app-related goals, like downloads, re-engagement and in-app purchases.Read More
There are a few critical “best practices” for local search advertising, which, if employed correctly, can yield big results. Like a Venn diagram, though, it’s important to get them all right. This includes: timing, messaging, usability and targeting, (particularly geotargeting).
For local businesses, it’s important to move fast and target users, particularly mobile users, with ad copy that is extremely relevant to them. For example, if your biggest “rush” comes during lunch, you should use dayparting so that your ad runs between 11 a.m. and 2 p.m. If, on the other hand, you’re the perfect happy hour spot, you might want to run your ad between 4 p.m. and 7 p.m.
The idea here is to run your ad when users are more likely to convert (i.e. call and place an order, or show up at your location).
Alternatively, you can run your ad consistently, but only target mobile users during the time they’re most likely to be on-the-go.
When writing local ads, think deeply about your core audience and what they need from you most. If you run a big lunch business, this could be:
Of course, you don’t know which messaging will work best for your audience until you run tests. Testing is an important aspect of all search campaigns and should not be sidestepped in exchange for expediency.
When they perform a local search, users are looking for very specific turnkey services. This is why local ads have a high likelihood for conversion. But there are a few things that stand in the way of success, including a lack of usability. For example, if you don’t include the right ad extensions, such as a click-to-call functionality, or location extensions, your ads won’t be as useful as they could be and may not convert.
If you are sending users to a landing page, be sure that your landing page is optimized for a mobile audience. If you don’t have a responsive website, create a mobile splash page or a mobile version of your website so that users don’t get turned off by the lack of functionality.
If you want to drive the most ROI for your local search advertising, it’s important that you implement the Geotargeting settings properly.
If, for example, you run a pizza restaurant, it might not make sense to target an entire zip code. You might have better success targeting a particular radius around your location. That way, you are not marketing to users outside of your service area.
If, on the other hand, you run a more niche business, such as antique furniture repair, you might want to expand your geo-targeting so that it includes the entire city or county. The important thing here is to think about your competition and your market: Where are they? And is your business unique enough to get customers to drive from a distance.
In an ever-changing and competitive online landscape, it can seem difficult to always stay on top of the best practices and trends of interactive marketing. But, luckily for South Florida online marketers, we’re bringing the latest information to you. MoreVisibility has partnered with Google for the 4th time to present our Advanced Tactics for AdWords, Analytics and SEO workshop on Wednesday, March 4 in Fort Lauderdale, FL.Read More