How consumers get information kept changing as marketing techniques evolved. Radio advertising paved the way for TV advertising, and with the rise of the internet, it shifted to digital marketing. Besides these natural market progressions, the COVID-19 pandemic has also driven the scope of digital marketing even further online. 

Want to improve your digital presence? Do get in touch with our social media marketing agency in Kochi.

Though TV remains a prime advertising medium for many businesses, digital marketing allows companies to reach a global audience online. As digital marketing initiatives continue to grow, the number of jobs in the field is also naturally increasing.

 

Why do Companies Use Digital Marketing?

With the evolution of digital marketing technologies, companies are staying current by adding online components to their brick-and-mortar stores. They also combine various digital marketing strategies to create an internet presence.

As most consumers use smartphones and also research products online before buying, digital marketing strategies are essential for your businesses. Digital marketing also allows companies across the globe to target their audiences online and via mobile devices more easily. And many are seeing a significant return on investment (ROI) because of these efforts.

·        Ease of Audience Targeting

Businesses can target audiences based on factors like gender, age, location, interests, and education with the help of digital marketing. Companies can retarget potential customers who are already familiar with their brand by making use of different methods and messages for each audience.

  .       Low Investment, High ROI

The cost per lead with digital is 61 percent less expensive than compared to traditional marketing. Businesses that advertise on social media, can use paid search and also employ other digital strategies to spend considerably less on their campaigns. Many companies use pay-per-click (PPC) strategies to keep costs down and target specific audiences. Hence, digital marketing campaigns offer both a greater and faster ROI.

·        Reaching Mobile Users

It is estimated that there are more than 14 billion mobile devices worldwide, and the number is projected to grow to almost 18 billion by 2024. And all smartphones have internet access making it easier for businesses to reach potential customers anywhere, anytime.

 

The Scope of Digital Marketing

Most consumers discover companies through social media news feeds that allow them to reach almost 1 million customers via Instagram alone. And more than 9 million businesses use Facebook to connect with consumers. 

Companies can leverage social media platforms for both business-to-business (B2B) and business-to-consumer (B2C) digital marketing campaigns.

B2B:

B2B marketers are active on social media platforms like LinkedIn and Twitter. And rely on PPC campaigns to reach their target audiences without having to spend too much money.

B2C:

B2C marketers can improve brand awareness and attract customers to their websites and products using social media platforms like Facebook, Twitter, Instagram, and Pinterest.

Apart from social media, savvy businesses can also employ the following methods to reach new audiences while building their brand awareness:

1. Paid search

2. Organic (or natural) search

3. Email marketing campaigns

4. Content marketing

5. Webinars

6. Podcasts

 

The Scope of Digital Marketing in 2022

Digital marketing trends keep evolving as more companies enter the space and new technologies emerge. Looking ahead to 2022, here are some major trends that will help continue to shape this space.

·       Analytics

Digital marketing analysis is done after the fact. For instance, marketers publish a piece of content and then check to see after a few weeks to know how effective it was. This is very helpful, but real-time analytics is beginning to shake up the world of digital marketing. By conducting real-time analysis marketers can individualize content for smaller subsets of consumers and respond much more quickly to their performance.

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·       Video Remains the King

It is estimated that video will remain a top strategy in 2022 as well. Digital marketers grab users’ short attention spans and desires by making them view content instead of reading it. And it is a blessing that most social media channels support video hosting and sharing.

·       Artificial Intelligence

Artificial intelligence (AI) enables digital marketers to analyze user data. Thereby, they can further customize the customer journey and help companies understand a great deal about customers and how to best target audiences. 

AI also provides users with a personalized experience. Businesses can achieve this by automating ads to targeted audiences using programmatic advertising.

·       Augmented and Virtual Reality

Augmented reality (AR) and virtual reality (VR) continue their presence in marketing strategies enhancing brand awareness and satisfying customer demand. Successful AR and VR campaigns offer customers an experience that better connects them to their brands and products.

·       Omni-channel Marketing

Using a variety of media will seamlessly engage your target market. Often referred to as “omnichannel” marketing, this approach removes barriers or “silos” that different media may impose.

Consumers may use a variety of media to learn about and engage with your product (or service) before they buy. If there is no smooth handoff among these different platforms, it will hurt the experience and result in a lost sale.  

Improve your conversions by contacting our PPC agency in Kerala.

·       Content to Become More Interactive

Interactive content is beginning to be embraced as an effective marketing tool more than ever. This increases the amount of time a prospective customer engages with your brand. It also allows you to capture more data and, in turn, fine-tune your digital marketing strategy.

For expanding the scope of digital marketing, interactive content should include contests, polls, surveys, or even games. Giving users more opportunities to interact with your brand leads to greater personalization. 

 

To Conclude

Many companies are opting for digital marketing for advertising and marketing. This indicates a great demand for digital marketing specialists across India. Do contact our SEO agency in India to improve your digital presence and conversions.

 The demand for digital platforms has increased and 50% more time is spent by users on social media. This gives a great opportunity to companies to target these specific users. Make use of this to your benefit.

 

 

The world’s most-visited website is Google and it currently holds more than 92% of the search engine market share. By creating a Google Business Profile, which was formerly known as Google My Business your business can attract new customers through Google search and Maps.

Want to masterfully create a Google Business Profile? Our social media marketing agency in India is only a call away from helping you.

 

What is Google Business Profile?

It is a free business listing from Google that allows you to provide details and photos of your business, including your location, services, and products.

By creating this free profile your business can increase its visibility across Google services. Information from your Google Business Profile will appear in Google Search, Google Maps, and Google Shopping.

Google Business Profile is only available to businesses that have contact with customers. Businesses with a physical location, like a restaurant or store, and businesses that provide services by directly meeting with clients in other locations like consultants or plumbers are eligible to create Google Business Profile.

If yours is an online-only business, you’ll have to stick to other Google tools like Google Ads and Google Analytics to serve your purpose of visibility on search consoles.

 

Benefits of having a Google My Business account

Makes you discoverable in Google and on Google Maps

Irrespective of the fact that whether you’re looking for foot traffic or web traffic, Google is the ultimate search referrer. Having a Google Business Profile will ensure that people find your business when looking for products and services within their local area.

By having a Google My Business listing searchers will know where and how to visit your business. Google Business Profile also improves local SEO for your business. A listing for a local business will appear when people search for a nearby business by using Google Maps.

Have better control over your online business information

Having a Google My Business profile will let you have control and update your contact information, business hours, and other essential details as needed.

Thereby, you can post updates such as you’ve expanded services or are temporarily closed, or fully reopened, and so on. Google Business Profiles also enables you to have a strong local SEO, so the information you share will rank above third-party sites that might have out-of-date details.

 

Enables to build trust through reviews

 

It is an undeniable fact that reviews are a key element of social proof and a good way to build trust and credibility.

If your business receives Google’s combined star rating and space for detailed reviews your customers can share as much or as little information about their experience with your business as they like. All of these help future potential customers decide which businesses to visit and products to buy.

Reviews coming in on such a public platform can be scary. Especially since you can’t pick and choose which Google My Business reviews to share. But you can respond to all reviews, as we’ll explain later.

But there’s nothing to worry about because Google uses a combination of positive and negative reviews is more trustworthy than page after page of glowing recommendations.

Get in touch with our PPC marketing company in Kerala for expert guidance and support on the implementation of quality digital marketing strategies that will scale your traffic.

 

Ways to optimize your Google My Business profile

Google determines local search ranking based on three factors:

Relevance: How perfectly your Google My Business listing matches a search

Distance: How far your location is from the search or searcher

Prominence: How well-known your business is (this is studied based on factors like links, number of reviews, review score, and SEO)

 

Steps to maximize your score for all three factors.

 

Complete all elements of your profile

 

Customers are more likely to consider your business to be reputable if your Google Business Profile is complete. They’re also 70% more likely to visit your location.

Google specifically mentions that “businesses with complete and accurate information are easier to match with the right searches.” This improves your score for relevance. The key here is to tell Google visitors “what you do, where you are, and when they can visit.”

Suppose your business hours change around holidays or seasons, make sure to keep them up to date.

 

 Verify your location(s)

 

Verified business locations will show in local search results across Google products, like Maps and Search. Hence, including a verified location improve your score for the distance ranking factor.

 

Add real images and videos of your business

 

Your Google Business Profile will include a logo and cover photo. Include images that are consistent with those on your social profiles which will make it easier for people to recognize your brand.

Further, add images and videos that showcase your location, work environment, and team.

For instance, if you run a restaurant, post pictures of your meals, menus, and dining room. Make them look appetizing and professional. Businesses with photos receive more requests for directions and more clicks through to their websites.

 

Include keywords in your profile

 

Using the right keywords improves relevance.

Google Analytics, Hootsuite Insights, and social monitoring tools help you uncover terms people use to search for your business. Naturally, incorporate keywords into your business description. Never stuff keywords or use irrelevant ones because this can hurt your search ranking.

 

Encourage and answer reviews and questions

 

A good review can be the deciding factor that will persuade a prospective customer in your favour. Reviews improve your Google ranking too.

But you cannot turn off reviews for your Google My Business page. And it wouldn’t be in your interest to do that anyway because reviews show customers that your business is legitimate.

You can flag and report inappropriate reviews though.

Also, you should respond to reviews, both positive and negative. Respond professionally in your brand voice and be honest and offer an apology when it’s warranted.

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Add special features and attributes

 

Special features are available and can be used for Google business accounts, depending on the category you’ve chosen.

Here’s the list of category-specific features available:

– Hotels can display class ratings, sustainability practices, highlights, check-in and out times, and amenities.

–  Restaurants and bars can upload menus, dish photos, and popular dishes.

–  Service-oriented businesses can display a list of services.

–  Healthcare providers in the U.S. can add health insurance information.

–  Businesses also have access to different types of buttons based on their categories, such as appointment bookings, reservations, and orders.

If your business is eligible for one of these features, but you don’t see them, maybe you have chosen the wrong category. You can choose up to 10 categories for your business.

Also adding factual attributes to your profile enables you to share more info with your customers that they may care about.

 

Add your products

 

If your business sells products, make sure to add an up-to-date inventory to your Business Profile. Apart from appearing on your profile itself, your products can appear in Google Shopping.

 

To Conclude

Similar to your website, Google My Business management is essential for the success of your business. It improves your visibility and makes you appear better on searches. Getting in touch with our SEO company in Kochi will help you have a professional and strong hand in marking your presence effectively in the digital world.

 

 

 

SEO or search engine optimization is a prime strategy of digital marketing, that plays an important role in helping you increase your reach to potential customers. Get the apt SEO strategies implemented effectively by getting in touch with our SEO agency in Kochi.

Though Google doesn’t share its overall search volume, it is estimated at 3.5 billion searches per day and the volume of searches grows by 10% every year. Google also has the largest market share at 92%, compared to Bing or Yahoo. 

This, clearly indicates that SEO is a no-brainer to meet your customers where they’re searching and spending time. Search engines are a prime place to advertise your businesses products or services. 

To have SEO as a key part of your digital marketing arsenal will help search engines find, crawl and index your website into their catalogue.  

 

The role of SEO in a company

SEO increases the exposure of your company to potential customers on search engines. An SEO specialist like us, help companies to analyze and implement different website strategies that will improve your ranking for certain topics or keywords.  

It is a fact that customers are searching for specific services online through Google or other search engines. SEO ensures that your company is listed in the search engine results pages (SERPs), so that the customers can find you.  

If you’re on page 50 of the SERPs, then a potential customer probably won’t be able to find your company and click through to your website.  

For example, if a customer wants to find a car insurance quote, he or she types this into Google. If your insurance company is not on the first or second page of SERPs then the customer won’t find you. The customer will likely click on one of the top-ranking companies, browse their options and purchase an insurance policy from them.  

Hence it is important for your company to invest in SEO. It helps more customers to find you and get in touch. This will increase sales for your business, because it lets them find you and they purchase from you.  

 

Some of the major benefits of SEO 

The benefits of incorporating SEO are plentiful. Google ranks sites that provide the best content to its users. Hence, having a lot of tactics and strategies that will help to improve your SEO, will make your website a more effective place for users. 

 

Boosts brand awareness 

 

As your company focuses on SEO efforts, you get more visitor traffic to your website. This will increase your brand awareness and encourage more people to purchase your products/services.  

 

Better website user experience 

Google had mentioned that the user experience of your website, will rank you higher by search engines. Because search engines like Google want their users to discover high-quality content. They give priority to those sites that create content and web pages with this goal in mind.  

 

 

Increased sales via inbound leads  

 

People are constantly searching for that product or service on search engines when they find you. They are the ones who discover you, meaning you have less work to do to close the sale. Unlike outbound sales, which requires calling, emailing, etc. 

 

Website turns mobile-friendly  

 

Google mentions focusing on the user experience of those that visit your website through their mobile device. If mobile device user experience is poor for visitors, they will be less likely to stay on your website to explore more content.  

 

Improves website speed time 

 

The page load speed of your website lets your users see content faster. If your page loads slowly then a user is more likely to bounce from that page without seeing your website’s content. SEO helps you to prioritize page load speed and ensure it’s faster. 

Get in touch with our agency which is the best amongst the top social media marketing companies in India to accelerate your SEO efforts. 

 

Types of SEO

There are mainly three types of SEO that you should implement in order to give your website the best chance of improving its position on the SERPs. These types include: 

On-page SEO- This type of SEO includes keyword research and using keywords in high-quality content on different webpages on your site. 

Off-page SEO- This form of SEO strengthens the relationship your website has with other websites. This focuses on building backlinks, which are getting a large number of websites to link back to your website.  

Technical SEO- Attributes like site speed, indexing, crawlability, mobile friendliness, site architecture, structured data, security are all part of this SEO. 

 

Major SEO tools include:

There are many paid tools to do SEO analysis and inform your strategy implementation such as Moz, SEMrush, Ahrefs and more. Some free tools are also available that you aids your SEO strategy as well: 

Google Search Console – a suite of tools that helps to monitor number of indexed pages, security issues, and more to help you rank your pages better. 

Google Keyword Planner – helps to find keywords to target in your website content and rank for the keyword topics, use this tool.  

Our b2b lead generation company in kerala will help you take advantage of the best SEO strategies that will rank you better on all of the search engines.  

 

Summary

The importance of SEO in your digital marketing strategy is undeniable. SEO helps your potential customers to discover your product or services and increases sales and profits. Your business should definitely be online to benefit immensely from a solid SEO plan.  

Now that you know why SEO is critical to your marketing strategy, do get in touch with our PPC company Kerala to drive more visitors to your website from Google and other search engines.

 

 

Spotted as a beta test, Enhanced Conversions for Leads, offers an alternative to the existing Google Click ID-based offline conversion tracking method. This new method can be configured entirely from your Google Ads account instead of your CRM.

Need help configuring the same? Do get in touch with our lead generation firm in Kerala for all the support that you want.

Since this can be configured from your Google Ads account, instead of your CRM, it makes it easier to adopt and enables more advertisers to track their offline conversions. Google’s systems may be able to make better auction decisions using that data. And this could mean more efficient campaigns and better conversions.

If you are using the existing Google Click ID-based upload method, this option is still supported.

 

What are enhanced conversions?

Enhanced conversions are a feature that improves the accuracy of your conversion measurement and helps to unlock more powerful bidding. By sending hashed first-party conversion data from your website to Google in a privacy-safe way, it supplements your existing conversion tags. The feature makes use of a secure one-way hashing algorithm called SHA256 on your first-party customer data, such as email addresses, before sending it to Google.

Google is committed to protecting the confidentiality and security of your data. It keeps your data confidential and secures using the same industry-leading standards as Google uses to protect its own users’ data. It only reports aggregated and anonymized conversions. 

 

Here’s how it works:

Whenever a potential customer fills out a lead form on your site, you’ll receive first-party data including the customer’s email address, name, home address and/or phone number. The said data can be captured in your conversion tracking tags, hashed and then sent to Google.

You upload your hashed lead information, when a lead converts, and Google matches that information to the ad that drove the lead. This will provide the platform with a more complete picture of the customer’s entire journey.

Get in touch with our PPC agency in Kerala to carry out this process in a seamless and effective manner.

 

A look into the issue with the existing offline conversion tracking method:

Offline conversion tracking helps Google get a better idea of the value of different leads. This in turn will help to prioritize more valuable leads using the Maximize Conversion Value bid strategy. Irrespective of this potential advantage, offline conversion tracking has not been widely adopted. And that is mainly due to the difficulty of implementing it.

Frederick Vallaeys, co-founder and CEO at Optmyzr said that “Advertisers are used to being able to control most elements of their campaigns through self-service tools. But those same marketers usually don’t control the CRM systems where this valuable offline conversion data lives inside their organization. This dependency on other teams and sometimes even engineering significantly reduces the adoption of OCI [offline conversion tracking].”

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You don’t have to modify your CRM systems because Enhanced Conversions with Leads uses information about your leads that you’ve already captured. This makes this a more convenient solution for many advertisers.

 

What are the setup methods?

If you have Google Ads conversion tracking setup and auto-tagging is enabled, Enhanced Conversions for Leads can be configured via Google Tag Manager.

Or if you already have conversion tracking implemented this way, it can also be configured using the global site tag directly on your page. 

 

Features of Enhanced Conversions for Leads

     – It is relevant for advertisers who want to track sales that happen off a website (for example, phone or email) from website leads.

     – It improves the measurement of offline transactions from a website lead or visitor.

     – It lets you use hashed, first-party user-provided data from your website lead forms for offline lead measurement. When you upload your leads, the provided hashed information is used to attribute back to the Google Ad campaign.

 

Benefit rightly from Enhanced Conversions for Leads by getting in touch with our PPC company in India.

Enhanced conversions will only work for conversion types where customer data is present like subscriptions, sign-ups, and purchases. 

One or more of the following pieces of customer data must be available for Enhanced conversions to work:

        – Email address (preferred)

        – Name and home address (street address, city, state/region, and zip code)

        – Phone number (must be provided in addition to one of the other two pieces of information above)

Using enhanced conversions for the web, first-party customer data such as an email address, name, home address, or phone number is captured in your conversion tracking tags. It is then hashed and sent to Google in its hashed form. Later, it is used to match your customers to Google accounts, which were signed in to when they engaged with one of your ads.

Benefits:

        – Recover conversions that otherwise wouldn’t have been measured

        – Improve bidding optimization through better data

        – Privacy safe with hashing of first-party customer data

 

To Conclude

Offline conversions occur when an ad that instead of generating a direct sale online, starts a customer down a path that converts into a sale over the phone or in your office.

Previously, tracking offline sales required developer resources, CRM, and website changes. However, things got easier with Google’s new enhanced conversions for leads. Now you don’t need to make changes to your CRM or website. Instead, you can set up your offline lead measurements directly through Google Ads or Google Tag Manager.

Make the most of this strategy by seeking the professional help of our agency which is the best amongst the top digital marketing companies in Kerala.

 

 

Facebook ads are so common these days that even a common man will probably be able to tell which part of the ad is the headline and which part is the image, and so on. It seems too simple. 

If you are someone who wants to learn about Facebook ads, it won’t be enough to identify the parts of a Facebook ad alone, as how a common man does. You should also know the purpose of the ad and understand the ways to maximize each element of that ad.

Wondering how to tackle the anatomy of a Facebook ad? Get professional help from our social media marketing company in India.

 

A Look into The Anatomy of a Facebook Ad

A typical Facebook ad like the link ad has 5 elements:

1. Post text

Often known as post text, it is the copy that’s right above the image. Some brands may just write 1-2 lines of text while some others may do it in several paragraphs.

Though there is no right and wrong answer, the best tip is to do A/B testing. This lets you check whether people respond better to short or long copies. This lets you get clear on your message.

Always make use of simple and actionable language that reflects their needs.

 

2. Image

It is a known fact that the human brain processes visual content faster than text.  Hence, your choice of Facebook ad image counts. The more appealing you can make it, the more effective your Facebook ad becomes.

Then comes the doubt on how you select images that make a positive impact. The guidelines mentioned below help you in choosing the right images:

Buyer PersonaThink about questions such as: Who is your audience? What are their goals? What do they value or fear?

MessageThe image should communicate the main message of your Facebook ad. It must be one that can draw people deeper into your offer. 

QualityAn image that’s grainy, blurry, and basically poor in quality will do no help. Facebook recommends uploading 1200 x 628 pixels for the best image size.

 

3. Headline

When done right, headlines can do a lot of convincing. You can employ different techniques in writing ad headlines like sparking a sense of urgency or using an active voice. But remember to always keep the headline short and catchy.

 

4. Description

The description of any Facebook ad is found right below the headline. Description enables you to explain your headline in more detail. 

Some brands also use the description to reveal the price of their offer. Others may use it to specify the features or benefits of a product. Always make sure that your description convinces people to click on the call-to-action button to its right.

 

5. Call-to-action button

Having a CTA button will take your ad viewers to their ultimate destination where they can take the action that meets your goal. Facebook provides different options for your call-to-action (CTA) button such as Shop Now, Sign Up, Subscribe, Book Now, Contact Us, and more.

A classic example of using the CTA button right is when AdEspresso did a $1000 experiment where they tested four different call-to-action options which included No Button, Learn More, Download, and Sign Up. They concluded that any choice of CTA button works better than having no CTA at all.

Get help with your Facebook ads through our PPC firm in Kerala. Do call us to know more.

 

Examples of Facebook Ad to Take Inspiration From

You might have identified the anatomy of a Facebook ad but still may be unsure about how to optimize each part in a way that makes your ad 10x better. 

Here are the best examples and included along with a couple of good insights. 

Check them out:

 

1. Dean Graziosi

Mastermind groups are worth a thing these days, and this Facebook ad by Dean Graziosi depicts how his millionaire mastermind is worth it. It uses just a few words and a powerful picture.

Take away from this FB ad:

      – Show the price of your offer beyond one element of your ad. And the word “just” makes your offer emphasize its affordability.

      – If you want to include your audience in your exclusive group or mastermind, use an image of your actual, successful members.

 

2. Yoga on Gaia

Gaia is a service by which you can do yoga anytime and anywhere. Their offer to everyone is a chance to enjoy unlimited yoga for 2 weeks. But what stands out is the text on the ad image that says, “Gaia 99 ¢ JOIN NOW.”

Take away:

        – Make use of a directional cue to shift your audience’s attention to your main message. 

        – Use your user testimonials in your FB ad’s post text. You needn’t reveal the name of your user.

        – Include time-related words that create urgency. Apart from the word now, other words that can be included are limited time, and today only.

 

3. Shopify

Shopify features a story of one of its users.  It inspires people to start a business. Their effective way of using storytelling in their FB ad’s post text, image, headline, and description has gained them much traffic. But, they chose not to use a call-to-action button.

Take away:

– As the CEO of your business, take a photo of yourself. Showcase your product. Add a little creativity to make the image more interesting.

 – Include a sneak peek of your story in the description section. You may begin by mentioning how you got started on your entrepreneurial journey.

 

4. Men’s Health

Men’s Health’s ad is a straightforward one and it features a post that reveals the benefits of outdoor running. The post itself will show you an option to buy a pair of trail running shoes worn by the man in the ad image.

Take away:

          – Use an FB ad to promote your blog content and the title of your post can be used as the headline itself in the ad.

          – Get sales by advertising a blog post by including your product in the ad image.

          – Adding a CTA button will make your ad look more natural and less promotional especially if you’re leading people to a blog post.

 

5. Academy Sports + Outdoors

Academy Sports + Outdoors has apparel, protective gear, and equipment for sports enthusiasts. Their ads are a good example for brands who want to give their audience a nudge.

Take away:  

           – Mention the features and benefits of your product in the post text.

           – Make the headline exciting.

            – Add a Shop Now CTA button if you’re going to lead people to a product page.

Are you looking for the best lead generation agency in Kerala? We are only a call away from helping you.

 

Summary

The above-mentioned examples and tips might have familiarized you with the anatomy of a Facebook ad and how each element can play a role to make your ad campaign more effective. 

For expert guidance and professional help, do contact our SEO company in Kerala. We will help you achieve a winning combination of the right headline, image, post text, CTA, and description and perform timely A/B testing too.

 

 

The competition in the paid search landscape is higher than ever. Ashley Fletcher showed in a recent webinar, how marketers can stay ahead of the curve. Getting in touch with our agency for lead generation marketing in Kerala will help you have access to those strategies and tactics that will keep you ahead.

The paid search marketing landscape is growing by leaps and bounds. Google Ads, in particular, is leading the charge, spurred on by the societal changes of the past couple of years. 

Ashley Fletcher, VP of marketing at Adthena in a recent webinar said, “We know this channel is growing year-over-year. It’s not going away anytime soon. Digital ad use is growing 26% year-over-year, and Google search itself is having a record-breaking quarter.”

But with this growth comes some major changes like the disappearance of expanded text ads, restrictions on third-party cookies, and more automation. All these will affect paid search marketers everywhere.

It’s getting tougher for marketers to remain competitive in a constantly changing search environment. Fletcher offered three ways marketers could stay ahead of the game and address its challenges: 

 

1. Optimising for local markets

 

Fletcher mentioned that “Everyone knows how buyer behaviour has changed in the past two years,” said. More markets are local now.”

Not every brand has a smooth transition to local markets during this period. Fletcher’s attention caught on the fact that many organisations fail to optimise for the most pertinent localities irrespective of the fact that they are at the state or city level.

To have a better view of their local markets, Fletcher suggested that marketers create visualisations using data modelling tools like Google Data Studio. This will pinpoint areas of opportunity. Such reports aggregate both competitor and audience data and highlight actionable markets.

Our PPC agency in Kerala is capable of helping you through these processes in a seamless manner and providing you with the results that you had always longed for.

When competitor movements get mapped out at each of these local levels, Fletcher recommends that marketers segment their ad groups by ROI as this will help them focus their efforts on the most profitable local targets.

 

2. Predict outcomes with a share of search

 

Share of search is a new metric used by marketers to determine their brand’s market share online. According to Fletcher, the increasing importance of search is turning this into a vital touchstone when predicting campaign outcomes.

Fletcher said, “Search is the channel where the conversion happens. “As spend rises in Google Ads, this is the part of the funnel that’s critical for brands.”

He emphasised the formula that marketers use to determine their share of search. He mentioned that this relies on how often audiences are searching for your particular brand when compared to all other brands in its category.

He added by saying, “You can use this [formula] in Google Trends as well. If you plug in your top three brand terms, you can start to build a picture. It gives you that maximum, whole market view.”

According to him, a share of search can help marketers guide their brands toward smarter paid search decisions.

“You want your reaction time to increase,” he said. “You want the data coming through to be faster, and you want channel confidence to grow.”

Were you searching for the best PPC service in Kerala? We are only a call away from helping you.

 

3. Optimise ads using competitive and contextual insights

 

Fletcher mentioned, “Ad copy can be easily overlooked. Getting back on track regarding how it can drive incremental gains for marketers and brands is key.”

In order to get the most actionable competitive insights from ad copy, Fletcher suggested that marketers adopt AI tools to automate the process. This will help to segment each ad by category and market group.

Fletcher said, “We use this [process] when a competitor comes out with new phrases for their CTAs. Words like ‘now,’ ‘discover,’ ‘find,’ and whatever else they’re using for their CTAs should inspire your team to adjust its copy.”

But, using competitor keywords is just one aspect of effective ad copy optimization. The recent changes that have occurred in market behaviour also require marketers to optimise ad text keeping key customer needs in mind. Audiences need frictionless experiences, and paid search teams must craft ad copy that speaks to their specific context.

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“How prominent are [contextual terms] in a large sample of your ad copy?” he asked. “You wouldn’t want to be the person not included in the last one to find out about curbside pickup or next-day delivery.”

“From the customers’ perspective, everyone wants a frictionless experience, and all of that comes through in the language of your ad copy,” he added.

 

To Conclude

The world of Paid Search is constantly evolving at lightning speed. This means the rules of 2021 do not apply to 2022. The important tactics mentioned above will help you stay ahead in the competition.

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Analyzing paid search results by region can bring you greater ROI. Hence, geotargeting is a critical optimization tactic. Do you want to understand your paid search results? We can help you with it. Do get in touch with our PPC service in Kerala.

Geography is a significant factor to analyze. Understand that different words and brands mean other things based on location. 

Learn about geolocation results in paid search and how they vary and what to do with the variances.

 

PPC results vary across regions

For years studies and discussions were made with various brands about their performance by region. Topics revolved around, should they be geotargeting, how does it impact bidding, and does it matter at all? 

A set of relevant data was studied to see how performance varied by geographies over the past year. To understand how results vary across regions, each metric against the campaign totals or averages was indexed. 

It is essential to know how much the metrics vary. The first thing that jumps out is how wide the variance is, especially for CTR. The study found that the variance for all metrics is at least 2x and in the case of CTR it is as high as 15x. The minimums also depicted variation much more than the maximums, except for CTR.

There was a significant difference by geographic region and the reasons are;

Brand awareness:

Based on locations, brands signify different things to different people. For example, a brand may be available nationally, but they were founded on the East or West Coast. 

Market competition:

Regional players will only advertise in a given region which will influence the metrics.

Keyword/bid strategy:

The paid search managers of these accounts have something to say about the performance on a daily basis. Based on performance, they shift bids and keyword lists as a regular part of maintenance. Thus they have a natural influence on the metrics.

The next thing observed was what would happen if the brands stopped spending in the lowest-performing 20 states. The resulting impact on the metrics was studied. 

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A simple first step of the study was to stop spending on the lowest-performing states. Using the data set, it was viewed that the lowest-performing fall in four categories:

–         Lowest conversion rates

–         Highest CPC

–         Highest Cost per Conversion

–         Lowest conversion rates

These categories impacted the results differently. Removing the lowest conversion kept the most revenue but didn’t improve the ROI.

The highest cost per conversion improved the ROI the most but removed more than 30% of the total revenue. The impact on the ROI was minimal, and the volume of results was reduced by up to 35%, based on the data taken for the study. 

The hypothesis showed improvement with all four scenarios increasing revenue vs. the baseline results.

Removing the 20 states with the lowest costs-per-conversion and investing more in the states with the lowest cost-per-conversion was the best scenario. However, even in that case, the ROI and revenue didn’t increase more than 4% versus the baseline index.

It is true that many companies would be ecstatic about the opportunity to increase revenue by 4% without any incremental costs. 

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Things that could alter this analysis

– One of the biggest assumptions is that spending at higher levels and assuming the same throughput rates. Thus, the CPCs, conversion rates, or any of the metrics would be altered, impacting the results.

– Viewing any data only through the lens of geography doesn’t take into account all the other factors that weigh its performance. For example, even in a great performing state, there are keywords that are not performing well just as there are keywords in poor-performing states that are crushing it.

– Landing page and ad copy experiences.

– The data set has a mix of DTC online pure-plays and online/offline. The local store mix and conversion types can all alter this analysis.

 

What are the PPC actions to be taken?

Our PPC company in India knows exactly that one must consider the implications between the keyword, ad copy, bid, and landing page.

The apt solution isn’t just altering geotargeting. It requires the combination of these with audiences, time of day, device type and so many factors to drive results.

Geotargeting can be yet another knob that should be considered a critical optimization tactic. If you want the ad copy and landing page to match the geography, geotargeting becomes more important from a user experience standpoint.

In some cases, it can even complicate things to a level that doesn’t make a difference for your organization. Maybe a simple bid-modifier will do then. In certain other cases, it could be the key to unlocking your results.

 

Summary

Start off simply with bid multipliers. Dig into the data at this level, and create a few tests to see if it can impact results in a meaningful way. Later it can be determined if the test should be scaled up or back.

And for carrying out all these, you’ll of course need a professional and expert who you can rely on. Do contact our agency which is the best amongst the digital marketing companies in Kerala. Our team is only a call away from helping you.

 

 

One who has just got started with Google Data Studio would have probably experienced the ‘blank-page syndrome’ where the data source connects, opens up a new file, and then, you have no idea what to do next because there are no instructions or guide rails. It’s just an empty page to fill.

Though you can start with a template as Google Data Studio Report Gallery has several,  it’s still not easy to know how to customize it to perfectly fit your needs.

Get in touch with our lead generation agency in Kerala for more information on how to go about this.

Mentioned below are some tried-and-true elements that can be included in PPC dashboards and reports which will help to banish the blank-page syndrome and will give your stakeholders the insights that they crave.

 

1. Titles, subheads, and context

As you add a chart in Google Data Studio, you get to select the data source, dimensions, metrics, and date range from the Data Panel to populate your visualization.

But your reader doesn’t get to see the Data Panel and will not have the knowledge of what your chart is about unless you include it in your dashboard.

With these tips, you can make your graphs and tables easier to understand at a glance 

– Give a title to your data visualizations.

– For additional context, use subheadings and microcopy.

– Include legends.

– Mention the date range if it’s not included in the chart.

– In case multiple data sources are used throughout your dashboard, clarify which is used in specific charts.

 

2. KPI scorecards

There’s no need for an article to tell you that your dashboard should include your key performance indicators (KPIs).

But as you plan your dashboard, you must pay special attention to where to include them.

Your KPIs deserve top billing as it matters most in your report. Understand that tables make it hard to identify KPIs as languages that are read left to right, tucking KPIs on the far right of the table will indicate to your reader that these metrics are low priority.

Instead keep your reader focused on your key growth metrics like lead volume, revenue, or return on ad spend (ROAS), instead of vanity and traffic metrics like impressions and clicks.

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3. Goal pacing

Are you someone who uses fixed monthly or annual marketing budgets with no room for adjustments? Or do you have sales or efficiency goals with flexible budgets?

No matter what your approach is, your dashboard should answer the question:

Are we meeting our objectives, and how do we know?

Account objectives and the approach for including goal pacing in your dashboard aren’t standardized. But Data Studio gives you many options for adding objectives and pacing, from literally charting against a goal to adding a written description of the target.

Your reader will get confidence in how to interpret performance data by including goal pacing.

 

4. Trends and historical comparisons

These let your reader know if things are improving or need improvement over time.

Sometimes you fall short of the goal, but you always miss it because it’s unrealistic. Maybe you hit your goal, but you’re down compared to the previous year, and you need to take corrective action.

Never make your reader wonder whether your current performance is average, down, or the best month ever.

Do get in touch with our PPC agency in Kochi to rightly implement the strategies that will work for your business.

 

5. Categorical tables

It’s true that tables aren’t that glamorous, but if your Data Studio dashboard doesn’t have a table, you are probably missing something.

There are times when your audience needs to compare multiple categories across multiple metrics. And a table does this most efficiently.

Use tables for comparing default categories like:

– Campaigns

– Ad groups

– Keywords

– Search terms

– Final URLs

 

Depending on the complexity of your PPC dashboard, you can also create tables for:

– Engines and platforms

– Channels and networks

– Funnels / intent / stages of awareness

– Brand vs. nonbrand

– Pivots of time segments, conversion types, and other categories

 

It’s easy to build tables and add metrics, and it’s easy to get carried away. Exercise some restraint and limit the number of metrics in your table, so it remains useful to your reader.

Get in touch with our agency which is the best PPC company in India.

 

In a Nutshell

Data Studio dashboard can technically include whatever you want, but it should at a minimum include these:

– Title and context

– KPI scorecards

– Goal pacing

– Historical comparisons

– Categorical tables

Though there are many other charts and visualizations that can take your PPC dashboard from good to great, getting started with this list will set you up for success.

Do get in touch with our agency which is the best amongst the top digital marketing companies in Kerala. We will help you with pro strategies and tips that will work exclusively for you. 

 

When asked if there are any SEO benefits to adding dates in webpage title tags, here’s what Google had to say about it.

Google’s Search Advocate John Mueller had addressed whether including publishing dates in webpage title tags has any impact when SEO is concerned. This topic was discussed during a recent Google Search Central SEO office-hours hangout.

An SEO professional, who’s working on a website that reports on currencies, asked Mueller if he should include dates in titles when writing articles about changes in currency values.

Here’s what Mueller said about dates in title tags.

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Is Putting Dates In Title Tags Good For SEO?

Mueller said that you can put dates in title tags if you wish to, though it doesn’t change anything for SEO.

Though it may make more sense to use dates in titles for news articles, Google has other ways to figure out the publishing date.

Mueller’s comments were as below:

“If you want to. I don’t think it changes anything. For news articles I do think it makes sense to include the date in various places on the page, and that can include the title.

Just because with news articles we try to understand what the primary date is of the page. And we do that by looking at all of the mentions and things that you have on the page.

And we can confirm that date with these mentions on the page, then it’s easier for us to pick that up, but I think for a page that is changing constantly like currency prices like you mentioned… I don’t think it’s critical to have the date in the title.”

The person who had asked the question also clarified that they’re not just changing the title tag, but are creating and publishing a new article every day.

Mueller initially misunderstood and thought that the articles are being automatically generated every day, which lead him to say:

“I suspect that will make it really hard for us to crawl and index your website. So that’s kind of the other aspect there, if you’re automatically generating these pages on a daily basis for all of the currencies…”

And later it became clearer to Mueller that the articles are not being generated automatically. The person asking the question had intended that a new article is being manually created and published every day to report on changes to currency values, with context on why the value went up or down.

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Mueller said that, in that case, a date in the title would be acceptable since it’s the equivalent of a news article.

“From my point of view, those would be normal news articles, so if you want to include the date in places like that, I think that’s perfectly fine. I don’t think you would get any magical SEO bonus from adding the date, but it’s OK. Sure.”

So as per Mueller’s comments, adding dates in titles doesn’t positively or negatively impact SEO. If you personally believe it will be beneficial to searchers to see a date in the page title, then you may add it.

Yet another key takeaway is that it only makes sense and is essential to include dates when something new is being published, or when a significant change has been made to the content.

Mueller had also advised as much on Twitter on 5th February 2022:

“When you write something new, or significantly change something existing, then change the date. Changing the date without doing anything else is just noise & useless.”

Get benefitted by getting access to the best content marketing services in Kerala, by hiring us for your content needs. 

 

To Summarise 

Using dates in titles has no good or bad influence on SEO. If you strongly feel that including a date in the page title may benefit your webpage searchers, then, you may do it.  Also bear in mind that dates should only be used when anything new is being published or only when there has been a major change to the content. 

Do get in touch with our digital marketing company Kochi to rightly strategize and implement those digital marketing techniques that will suit your kind of business and drive sales. 

 

 

The W3C is the World Wide Web Consortium and was founded by the creator of the World Wide Web, Tim Berners-Lee. It creates coding specifications for web standards worldwide and also offers a validator service to ensure that your HTML is valid and error-free.

Making sure that your page validates is an important thing in order to achieve cross-browser and cross-platform compatibility and provide an accessible online experience to all. Unsure about how to deal with it? Do contact our SEO agency in Kochi.

Invalid code results in glitches, rendering errors, and long processing or loading times, meaning, if your code doesn’t do what it was intended to do across all major web browsers, this can negatively impact user experience and SEO.

 

A look into how W3C Validation Works and Supports SEO

Web standards are essential as they give web developers a standard set of rules for writing code. It will be much easier for you to maintain and update the code in the future if all code used by your company is created using the same protocols.

This is important when working with other people’s code because if your pages adhere to web standards, they will validate correctly against W3C validation tools.

When web standards are used as the basis for your code creation, you can be assured that your code is user-friendly with built-in accessibility.

With SEO, validated code is always better than poorly written code.

According to John Mueller, Google doesn’t care how your code is written, meaning a W3C validation error won’t cause your rankings to drop.

And you won’t rank better with validated code, either. But there are indirect SEO benefits to well-formatted markup:

Eliminates Code Bloat:

Validating code helps to avoid code bloat. Validated code is generally leaner, better, and more compact than its counterpart.

Faster Rendering Times:

As the browser needs less processing, and we know that page speed is a ranking factor, you’ll have lesser rendering times.

Indirect Contributions to Core Web Vitals Scores:

When coding standards are paid attention to, such as adding the width and height attribute to your images, it eliminates steps that the browser must take to render the page. Faster rendering times contribute to your Core Web Vitals scores, improving these important metrics overall.

Leave the job of doing these to our SEO company in India. We help you reach greater scales. 

 

How does W3C Validation Work?

The W3C validator is this author’s validator of choice that makes sure that your code validates across a wide variety of platforms and systems.

The W3C validator is free to use and with it, it’s possible to validate your pages by page URL, file upload, and Direct Input.

Validate Your Pages by URL:

This is simple and can be done by just copying and pasting the URL into the Address field, and clicking on the check button to validate your code.

Validate Your Pages by File Upload:

Through this process, you will upload the HTML files of your choice one file at a time. But if you’re using Internet Explorer or certain versions of Windows XP, this option may not work for you.

Validate Your Pages by Direct Input:

Here, all you have to do is copy and paste the code you want to validate into the editor, and the W3C validator will do the rest.

 

Common Validation Errors That Can Occur

It is essential to be aware of the most common validation errors as you go through the validation process.

Hence, if your page does not validate, you will know exactly where to start looking for possible problems.

Some of the most common validation errors include:

Type Mismatch:

This happens when your code is trying to make one kind of data object appear like another data object, you run the risk of getting this message. This error signals that some kind of coding mistake has been made and the solution would be to figure out exactly where that mistake was made and fix it so that the code validates successfully.

Parse Error:

This error indicates that there was a mistake in the coding somewhere. But you can’t know where that mistake is. So, if this happens, you will have to do some serious sleuthing to find where your code went wrong.

Syntax Errors:

These types of errors involve careless mistakes in coding syntax. For instance, either the syntax is typed incorrectly, or its context is incorrect. Either way, these errors will show up in the W3C validator.

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Final Words

Sometimes validation doesn’t happen as planned and according to all standards.

But there is more than one way to accomplish the same goal. Though validation, on the whole, can help you immensely, it is not always going to be 100% complete.

Hence it’s important to familiarize yourself by coding with the validator as much as you can.

Some adaptation will be required and it takes experience to achieve the best possible cross-platform compatibility while also remaining compliant with today’s browsers.

The ultimate goal should be to improve accessibility and achieve compatibility with all browsers, operating systems, and devices.

Getting in touch with our digital marketing agency in Kochi will help you in this regard. Contact us for more information.

We will always ensure that your code validates, making sure that your site is as safe, accessible, and efficient as possible.