What Are Algorithms? (a 4 min read)

What Are Algorithms? (a 4 min read)

For most marketers and digital nomads, algorithms are a bit like a blockchain.  Everyone understands a bit of it, but ask them to explain what and how it works – good luck or expect a long complex answer that seems to go off topic but does not really answer the question. 

You know it.  We have all been there. So what are algorithms exactly (without going off on a tangent)?

What Are Algorithms – The Official Definition:

I like BBC’s definition:

An algorithm is a sequence of instructions or a set of rules that are followed to complete a task. 
Source: BBC Bitesize

So what does that mean exactly?  Let’s demystify some of this term loosely bounced around in the context of someone who has an attention span of a 2-year-old on YouTube (yes I have a 2-year-old at home and yes he has been getting too much screen time).

It is like asking your computer to run a program with a specific goal in mind.  The algorithm’s goal can be to provide good search results that answer the query in the easiest and quickest time possible using complex data technology (if you thought of Google’s algorithm here, you get a star!)

Or it can be showing you videos on your streaming app feed for ones you have watched a lot in the past or have shown interest in (you guessed it, YouTube)

Or it can be your friends’ updates and or ads on topics you have shown interest in by browsing on their platform (Facebook, Twitter, or really any other social media platform is using an algorithm for this).

The internet runs on these algorithms. Websites have algorithms.  Search engines have algorithms. Online or mobile apps have algorithms.  GPS has algorithms. Video games have algorithms. Artificial intelligence?  Dating Sites?  Social Media sites?  Well, you get the point.

In a nutshell, this task or guidance provided to machines in a form of code is not easy to do and there will never be 100% correct results for every user, every query, or every action that takes place online.  Because of this, these algorithms must ‘optimize’ – keep trying to feed you things to ensure your satisfaction remains high (or keeps going in the right direction), so you a) spend more time on their platforms or b) come back often and or tell your friends about it.

Hopefully, you can see that algorithms aren’t as mysterious as you originally thought before starting down this post 😊. We are talking concepts here and not technical definitions, so you understand what they are designed to do and the intricacies around them.

Related: What Should Businesses Do Today To Establish Trust Online?

Related: What Is Web Development

Why algorithms have gotten a bad rep lately?

So why the heat lately?

Well, on social media – let’s take Facebook for example – it keeps giving you posts, ads, and content on topics you have shown interest in.  These algorithms track all the online behaviour of users, and slice and dice your profile to match you with ideas, products, communities that they think you will engage with well. Well, that on the surface is not bad, but it allows you to create a more tunnel vision and groupthink.  Polarized topics can form groupthink and it becomes harder for us to connect with others who may not hold our viewpoint over a period of time.

This leads a more divided society that is constantly only fed their own view point on mass (now this is getting a bit political here – so I am not going to expand here, but I think you can see what I mean by this. Hopefully).

Case in point – ever heard of mySpace and their child exploitation scandals that gave this social platform a bad reputation and lead the likes of Facebook (and others) to take its place? mySpace used algorithms and did not put checks in place to ensure bad behaviour and criminal activity is not rewarded.

Also, more research is emerging that talks about predictive analytics used in algorithms punish the poor.

So use of algorithms without proper checks and constant oversight can lead to outcomes that are less than ideal and may even be construed as “trust breaching” or ‘unethical’ to many.

Privacy Concerns 

Algorithms aren’t always perfect.  

What Are Algorithms? Code screen on black background.

Ever heard of cookies?  Well, these are pieces of code that are saved on your browser on the machine you accessed it from and are used to track your behaviour, interest, demographics online by other websites that can then advertise to you.

A lot of folks have been becoming uncomfortable with this idea of being tracked so we can be advertised at a later date.  This means online surveillance by companies is only increasing and people are starting to learn about how this impacts their behaviour including security concerns, purchasing intent, and more. 

Companies can and have taken advantage of it and some as a result may have also suffered because of it.  Take Facebook and their scandal with Cambridge Analytica where the consulting company (not the social media giant) was able to acquire personal and private data on Facebook’s platform and sold it to US election campaign officials.  This constituted a breach from Facebook (and conceded it as a “breach of trust” after being caught).  Facebook was later fined $5 billion.

We are still figuring out as a digital community, world, and society at large what impact these pieces of code have on our daily lives.  Some of it is good and some of it is not so good.

With innovation, many companies have been very accepting of adapting these tools (these algorithms) to help them stand out, deliver more with less, and find ways to get more people dependant on their platform.  If people keep coming back and keep sharing their personal and online behaviour traits, it makes it easy for these companies that use algorithms to market to them.

Our job at Web Worx Labs is to give our voice to technologies and use them ethically where possible.  We bring light to this issue as we recognize and understand the legitimate concerns many have come to express over the years with these technologies.

Have thoughts to share?  Questions or need more clarity.  Comment below or reach out at info@webworxlabs.com. Contact us via email by filling out our contact form: https://www.webworxlabs.com/contact-us/

 

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

So you might have created a great new website. Your organic traffic is doing ok but might be looking to improve on those visitors by adding a little Google magic to the proceedings.  Here’s where smart bidding in Google ads can help!

Google ads are a great way of bump starting your e-commerce and other websites and can effectively increase your conversions.

For those already using Google ads, or others who have started their journey, we will be exploring a new addition to the Google bank of resources, Smart bidding. 

So what is smart bidding in Google Ads? How does it work? Is there any preparation you need to do and why should you use it? 

In this article, we are going to explore all your questions about smart bidding. First, let’s take a look at the super-short answer, so you can get up and run straight away. 

What is smart bidding in Google Ads? Smart bidding is a new addition to Google Ads.  It’s a way of increasing sales and visitors by improving the performance of your Google Ad campaign. It uses artificial intelligence to analyze location, time of day, historical user info, and other data to predict the likelihood of a conversion to a sale. 

So now you’ve got the quick take away and can start seeing an increase in your visitors ASAP, let’s explore a little more deeply. 

Google Ads Smart Bidding in action Web Worx Labs - A Digital Marketing Agency

You might be wondering what exactly smart bidding is, so read on to find out. 

How does smart bidding in Google Ads work? 

Smart campaigns are a new type of Google Ads, designed to help business owners improve the way they promote their products and services online. 

Using smart technology, they can be set up in minutes. 

As a busy entrepreneur, this smart tech will improve the performance of your ads and enable you to focus on other important tasks.

Smart ads can help you really get the most of your advertising campaigns and maximize your budget spend. 

“this smart tech will improve the performance of your ads”

So how does Google Ads’ automated bid strategy help you to get the most out of your ad campaigns? Let’s take a look and find out. 

Automated bid strategy 

In a nutshell, smart bidding is a set of automated bid strategies in Google Ads that use machine learning to increase conversions. 

Google looks at historical search behaviour and data to predict the likelihood of a conversion and then increases your bids when a conversion appears more likely.

Smart bidding uses data such as: 

  • User devices 
  • Historical performance
  • Location
  • Time of day 

Along with the above crucial data, it also uses a wide range of other factors, depending on each query.

“smart bidding is a set of automated bid strategies in Google Ads
that use machine learning to maximize conversions.” 

So let’s take a look below to find out five awesome ways this robust ad campaign strategy brings you the best results. 

Five powerful optimization strategies 

There are five different Smart Bidding strategies that each prioritize a specific conversion goal to take care of all the work for you. 

  • Maximizes conversions – Smart bidding in Google Ads optimizes bids to maximize conversions from your budget.
  • Target ROAS – This Optimizes your bids to achieve your target return on ad spend known as ROAS from your budget.
  • Target CPA – Can optimize bids to maintain your CPA or target cost-per-action from your budget 
  • Target impression share – Sets bids to show your ad at the top of the page as often as possible.
  • Enhanced CPC – Optimises your maximum cost-per-click, in order to make the most out of your campaign and increase conversions.

“Sets bids to show your ad at the top of the page as often as possible.”

So now we’ve seen exactly how Google smart bids can make the most out of your ad budget, while also allowing you the freedom to concentrate on other important aspects of being an entrepreneur, let’s take a look below at some other important benefits. 

Why use smart bidding in Google Ads? 

  • Saves time – Essentially, it all comes down to convenience. Smart Bidding takes care of bid optimization for you and this means you can “set and forget” campaigns. Google also has far more data to work with than you or any other single advertiser. This also gives you the opportunity to ‘set and forget your campaigns freeing up your time for other important elements of building your business, such as creating a digital presence for your brand or service 
  • Good for smaller businesses – As smart bidding can achieve “good enough” results quickly, it is useful to smaller businesses that may have a smaller ad budget. It’s no coincidence that we’re seeing a lot of automated Google Ads features being introduced for smaller businesses.
  • Advanced performance reporting – AI bidding technology makes it easy to get a snapshot of your bid strategy status and performance. You can also easily create bidding experiments to see for yourself how strategy changes might impact performance. Forecasting capabilities illustrate how many conversions your ads might receive for different CPA targets.
  • Customization – AI bidding allows you to select a targeted marketing goal to control how the algorithms make bidding decisions. It also allows you to customize performance control settings, including selecting the right attribution model for you.
  • Advanced machine learning – Smart Bidding is able to understand how different bids might impact conversions. Machine learning algorithms are able to learn from data and a wide range of parameters to understand potential performance. This capacity goes far beyond what a regular PPC manager or even a team of data scientists could manage.

Set and forget’ your campaigns  freeing up your time for the other
important elements of building your business

And finally…

So there you have it! Some great reasons to harness the incredible power of Artificial Intelligence with the Google Ads Smart Bidding concept.

You can learn more details about smart bidding right on the support page of Google (a dryer read in our humble opinion) here.

Here at Web Worx Labs, we can assist you with everything you need to build a visually stunning and effective website to compliment your offering.

We offer: 

  • Website design 
  • WordPress hosting 
  • Digital branding 
  • SEO optimization 
  • Online marketing 
  • Social Media Marketing
  • Video Marketing
  • & of course Digital advertising (including Google ads)

Get in touch here to get in touch.

5 Simple But Powerful Google Ads Tips – Optimization Strategies for 2021 [Updated For 2021]

5 Simple But Powerful Google Ads Tips – Optimization Strategies for 2021 [Updated For 2021]

5 Simple But Powerful Google Ads Optimization Strategies for 2021

Looking for updated Google Ads Tips to help you make the most of your ads in 2021?

Pay Per Click (PPC) campaigns are one of the best and fastest ways to get more targeted traffic, new prospects, and to make your brand known. So, it’s not strange to see many marketers trying to create PPC campaigns. However, one of the reasons why many marketers end up spending more money than planned and still not see the results is because they are not optimizing their campaigns.

Ultimately, a PPC campaign that is managed this way can be a waste of time, money, and important resources.

So, how you can keep track of your results from PPC campaigns and get the desired results?

One of the best things about most PPC companies that you can use, like Google Ads, is that they allow you to monitor your results in real-time. So, at any time of the day or night, you can see who’s clicking, where they are clicking, when they are navigating within your website, how much time they are there, among many other important things. And when you’re not liking what you are seeing, you can simply pause the campaign and try to improve it. It’s that simple.

While this is very helpful, the truth is that you need to track and calculate some different metrics to know what you are achieving, if the campaign performance is already good or if it still needs to be improved.

So, here are some of the most important metrics that you should know about and be on top to see if your PPC campaign is working as you expected:

Related: Our Services – Pay Per Click Management

Related: 10 B2B Marketing Strategies That Will Grow Your Business

#1: Set Goals

This all goes without saying that performance measurement comes first with having something to measure against. For every campaign, we highly recommend having a predefined objective. A campaign objective can document:

  • Whether the campaign is focused on generating awareness or sales
  • Total budget (daily budget or total budget)
  • Timing (with an end date or specific period vs. no end date in sight)
  • Target audience (buyer personas)
  • Target offering (narrow it to a specific solution/product or overall brand)

Even if you do not have goals, you will need something to assess your performance against. It could be your last campaign or industry benchmarks – whatever it is, it is important to know that you have a relative position against something to compare with. The act of planning a campaign (and answering the above questions) allows you to know in advance what to expect and tweak or “optimize” in real-time your ad strategy to get the desired results.

#2: Clicks & Impressions

Both clicks and impressions are two important metrics that you should look at. Simply put, a click is referred to the number of times that someone clicked on your ad, and an impression refers to the number of times that your ad was displayed.

A click-thru rate is the percentage of times that ad was clicked on from the impressions it got or effectively, the number of clicks divided by the total impressions for that ad.

This Key Performance Indicator (KPI) in the PPC campaign’s unit of measure is a percentage or %.

According to a thorough study conducted by Wordstream (a very large PPC agency), the average click-through rate across all industries is 3.17%

Image Source: Wordstream

So, when you have a lot of clicks in a specific ad, this means that you produced a good click-through rate because the ad was attractive.

If you are getting below industry averages or the overall average, it may be time to revisit your ad and see if it is enticing enough to attract that click.

#3: Cost Per Click (CPC) & Daily Budget:

When you want to measure the results of your ad, one of the metrics that you need to know is the cost per click (on average).

The cost per click is calculated by dividing the number of clicks with the total budget spent.

The reality is that the CPC tends to vary a lot from industry to industry as well as from keyword to keyword.

Usually, the longer the keyword you use, the better your cost per click. However, the longer keywords usually do not have as much search volume so your ad may not get the necessary exposure to get enough clicks.

Use a combination of broad match vs. exact match to target keywords. Depending on your cost per click and daily budget, you may not be getting any visibility in your ads.

Review your average cost per click vs. daily budget. If they are within range of each other, then you may not be able to get one or two clicks per day. Well, that one or two clicks can still translate into a lead or sale, your ad will need a lot more clicks to get a conversion to occur. You need to have a number of clicks and expect a ~3% to 5% conversion from those clicks.

Image Source: Average Conversion Rates by Will Chou From WebMachnix

In our scenario, if you are getting 1 click per day, it may take 20 days for you to get one conversion and while that may be enough for your goals, it may not be yielding the results you are looking for.

#4: Optimization Score:

This score tends to be one of the metrics that many people just don’t understand and it has had mixed results for us time and again. However, we do recommend using it to find any obvious and potential areas of improvement in your campaigns.

The Optimization Score KPI is a system-generated number that is attributed by Google to your ad campaign. This number is based on different factors which include the relevancy of your keyword, the quality of your landing page, and the past CTR of your keywords.

The higher the score, the better.

Google Ads Tips - Autogeneated in their console - showing 45% optimization score

We have found and used the Optimization Score KPI for many tips it recommends, but if left unchecked, it can have unintended consequences.

For example, it could suggest adding keywords that target an audience that the ad or solution we are offering is not intended for. Or it can suggest a substantial increase in budget by suggesting automating the bidding strategy.

Even though it is an important measure, use it wisely and use it to still achieve your goals.

It is a system-generated score and the system may not know all the nuances and specific requirements of your advertising strategy.

#5: Number Of Conversions & Cost Per Conversion:

Since most marketers’ goal with a PPC campaign is to increase sales, the number of conversions or the conversion rate tends to assume a very important role and metric.

The conversion rate simply shows you the percentage of the people who took the desired action that you set up as a conversion – whether that is an email sign-up, a phone call, or purchase, or specific event/action on the landing page.

You can easily calculate conversions by dividing the number of people who took action by the number of people who clicked on your ad.

When you have a business, especially if you have a limited budget, you should track all the expenses that you have and understand how much you spent to get a new lead or sale. And this is exactly what you get with the cost per conversion.

Let’s say that you made 4 sales and you spent $100 on your campaign. This means that your cost per conversion (CPC) was $25.

Closing Thoughts…

Before any campaign, we encourage you to take a step back and assess your goals. Understand and document in some fashion what you are looking to achieve and then look to optimize.

This principle was true in 2019 and before and it will be true in the future!

As you can see, there are a lot of metrics that can help you monitor and improve your PPC campaigns.

And the truth is that it’s not hard to calculate them.

Don’t rely on system-generated suggestions at face value, and always look at KPIs in combination as well in isolation. You want to not only see if your ad campaign is going in the right direction, but it is supporting your overall goals which can be assessed when you study a couple of metrics together.

Like anything, monitoring these KPIs regularly will translate into better performance for your ad campaigns.

Have any thoughts on the above strategies? Reach out to us directly here and we would be happy to answer any of your PPC campaign questions!

 

The Most Powerful Digital Marketing Skills

The Most Powerful Digital Marketing Skills

The Most Powerful Digital Marketing Skills

Digital marketing is a rapidly changing field. It is a powerful combination of marketing and information technology that comes together seamlessly to deliver for businesses and brands everywhere.

There are a lot of skills digital marketing professionals are required to have these days. Any digital marketing agency will have lots of different experts in their team to deliver projects for their clients. At Web Worx Labs – we know how different experts need to come together to deliver beautiful products – be it social media posts, google ad copy, reporting/analytics, web design, development project or video editing.

Digital Marketing Skills Needed Today

Here is a breakdown of some of the different types of digital marketing skills that are a necessity in the field:

  1. Branding
  2. Web development
  3. Web Design
  4. Marketing Manager
  5. UX/UI Design
  6. Graphic Designer
  7. Copywriter
  8. Social Media Management
  9. Social Media Design
  10. Search Engine Optimization
  11. Pay Per Click Expert
  12. Content writer
  13. Copywriter
  14. Video Editing
  15. Video Shooting

HubSpot has a great blog that gets into the nitty-gritty of what, who and how is digital marketing practiced. Here is a link to their blog.

In our agency, we know that these diverse skills are required to deliver full-stack solutions. We have in-house expertise for most of these solutions and our team members come together to deliver for our clients.

And trust us – to deliver outstanding projects, you need specialists in the areas mentioned above.

That is why there are so many niches out there. Many companies either focus on back-end IT development, while others focus on Social Media Management and while others are solely SEO practitioners since these are distinct expertise on their own that provides a solution to one aspect of digital marketing.

Digital Marketing Skills Needed Today Graphic

Among all of this expertise, there is one skill and one skill from our point of view that trumps it all. Can you guess what that skill is?

The skill is writing.

Yes, you can say it is content writing or copywriting – but it’s essentially writing. This simple and fundamental skill that was powerful in the 17th century when running print ads (an example will be shown later) is still the most relevant one today.

Why is writing the most sought-after and needed skill in digital marketing?

It is simple – because it’s the one skill that connects every other digital marketing solution.

Why Content Writing Is The Number One Skill In Digital Marketing?

By content writing, we do not only mean writing blogs – we mean writing for ads, copy, email, web copy and anything in between (and yes it also covers blogs).

To us, a content writer and copywriting are almost interwoven disciplines. A good copywriter is a writer that can write blogs, ads or web copy.

One can argue that even in copywriting, there are areas of specialty. A copywriter can specialize in ads vs. another who is better at writing blogs while another can have their primary focus on writing social media copy.

A copy or content writer can have a preference – but intrinsically they are writers. Rules of engagement are slightly different, but the skills are very transferable.

Content is King

Ever heard of the saying – “Content is king”?

That phrase was written way back in 1996 by a famous entrepreneur named Bill Gates – the founder of Microsoft. He may not have coined the term as there is a debate that it pre-dates him, but he made it famous with his essay.

He wrote an essay on the subject and in it he emphasized that content will dominate the internet the same way it did in broadcasting.

His prediction has turned out to be right and will continue to be right in the foreseeable future.

Even Google – one of the biggest companies in the digital marketing industry and the biggest referral network relies on content to do its job. It ranks and answers millions of queries a day by scanning billions of sites with its sophisticated algorithm that scans the content on the sites to provide users the answers they need. All in milliseconds.

So yes, content drives the internet and digital marketing is marketing using the internet. Hence, content marketing is essentially digital marketing.

Related: Up for a technical read? Get to know a lot of the Technical Google Updates and why they happen.

Content is the Glue That Binds Every Other Skill

The great thing about content writing is that it is needed for every other digital marketing skill.

Does a web developer need content for his or her website? You bet! No matter how fast the website loads – she or he will not be able to do anything with it unless the content on the pages connects with the audience.

It is the fundamental marketing skill that is needed in every solution, skill or service to complete its delivery.

Let’s break down other digital marketing skills that need content writing to deliver their products:

  • Search Engine Optimization – It’s a fundamental requirement. White hat SEO is about content creation, website optimization, on-page, meta tags, descriptions, and outreach.
    • For all of those activities, we need great writing
    • Reporting & Analytics also requires a writer who can articulate the work performed
  • UX/UI Designer.
  • For any web design, the content drives the design.
    • Words are used as a direction to help guide the designer to create the WOW factor web experience begins with great writing initially

Web Developer – we already mentioned it earlier 😊

  • Pay Per Click Specialist. Copywriting for PPC has been an age-old industry and professional since the direct mail days.
  • Social Media Management. Whether it’s designing the posts or writing the caption, it starts with writing the content out for the design and then having to design them.
    • Then you create the caption and call to action.
  • Email marketing. This is more obvious. Writing great emails comes from well – great writing.
  • Videography.

Everything from writing a great screenplay or script to editing and video call outs requires content to makes it all come together

Related: Read our blog on what is email marketing & how does it work.

Now it could be argued that many of the web designs, for example, can be mediocre at copywriting to get by and make up for it with their other skills. However, to go after the market and stand out, your copy and content writing is what will need to be consistent to beat out the competition.

Whether it’s through writing blogs, or running podcasts, hosting seminars or writing amazing copy – to market your business, you will need great writing. Period.

And that is the main point here. Once the website is developed and hosted – people will not show up to it. It will need to speak to people, it will need to be marketed. Content and great writing will be needed to drive traffic.

To showcase thought leadership in digital marketing – it begins with great words first getting organized to get the right message across to the right audience.

Great Writers Are Strategist & Marketers

To be a great writer, you have to understand your subject and your audience well. To entertain, engage and keep the reader turning the page or read the whole blog or finish the website copy, you need to understand your customer or reader at a deeper more psychological level.

This means that you are already getting into the mind of the audience and thinking like a marketer.

Does a web copy or ad copywriter know who they need to speak to? How about a great blogger?

To execute and come up with a plan to get great ideas, thought leadership or the target customer engagement is required to achieve the goals (whether it’s clicking on an ad or signing up for conversion) and this also requires a solid plan.

The development of the plan at this point means you think critically, look at the numbers and come up with a plan to achieve. This is, in a nutshell, is in fact strategy development. You need to think critically and write content that attracts, engages and converts.

The simple fact is that writing is the oldest marketing skill out there. It was true in the days of marketing in classifieds or newspaper ads published in the 17th century and it is true in today’s digital marketing age.

The copy used in the advertisement in the ca the 1740s

Source: V&A Collections UK

Related: Our Blog – Marketing Fundamentals 101

Closing Thoughts

If you are in the market for an ad agency or a digital marketing firm, ask them if they have copywriters or content writers? Who writes blogs for their SEO campaigns? Who writes the copy for the ads?

Or if you are a digital marketing professional that is not a natural writer, then we recommend take the time and brush up on your writing skills or partner with a professional writer to help create complete digital marketing solutions.

Writing captivating copy, engaging blogs, and awesome emails will only help in marketing digitally.

Now, we turn it over to you.

Do you agree with this assessment?

Do you feel that there is any other skill that is more important in digital marketing that is as important as writing?

Reach out or drop a comment below and let us know your thoughts!

Types of Advertising

Types of Advertising

Types of Advertising – Detailed & Comprehensive Guide

Advertising? The most significant form of marketing communication done to promote or sell a solution through a non-personal message and openly sponsored format.

Arguably the most popular discipline within the marketing function.

Introduction

There are several types of advertisings. However, not many people are fully aware of them.

Although now the current generation knows what exactly advertisements do but still to sound a bit academic, let us give you a more detailed overview and begin by looking at the very definition of advertising.

“The businesses are trying to persuade people to buy products or services.”

It’s the act or practice of swaying towards a purchase.

Several ways have been introduced from traditional/legacy media to new/modern media?

The history of advertising can be traced to ancient civilization when Egyptians used papyrus (thick paper) to make wall posters and write sales messages.

Advertisers have a vast array of choices, and in this blog, we’ll lay out many of the types of advertising.

Advertising is communicated through various media formats; it can be either through traditional media or digital media.

Today, we breakdown the different media that are available for businesses and brands to consider when looking to advertise.

Traditional Media 

This form of media communicates with one-way technologies, involve print media.

We can further classify media into direct mail, newspaper, magazines, outdoor advertising, radio broadcasting, and television.

New Media or Digital Advertising 

This form of media enables people to telecommunicate with each other through search engine results, websites, articles, blogs, social media platforms, and text messages.

You can even call new/modern media digital media because of the use of electronic devices.

Both types of advertising are still in use, but with the advent of new media, traditional media has faced many challenges.

Which doesn’t mean that it has lost its worth.

With the advancements in digital media, it is said that advertisers had spent $40 billion more on internet ads than on TV ads last year.

You can also check the full stats of global advertising spending here from 2014 to 2021.

spending in billions chart from statista- types of advertising blog

Image source; Statista – Worldwide spending in Advertising in billions

Today, businesses want to promote their brands and services by capturing the minds of people through new methods.

Worldwide the estimated spending on advertising is undoubtedly going to increase in the upcoming years, as businesses want to promote their brands and services by capturing the minds of people through new methods.

A good marketing strategy for brands includes a good dose of offline or traditional marketing and digital marketing.

Are you curious to know about the tactics used in advertising to reach consumers?

The following list is our approach to provide a detailed and comprehensive overview of the types of advertising options available to a brand large or small.  By now means is this list complete, but a good guide with lots of options depending on your unique needs and your marketing mix.

The following list will help your business to grab the attention of your targeted audience to generate higher exposure, visibility and overtime growth for your business.

We begin our breakout with traditional media and then get into digital advertising to round out a complete picture.

Direct Mail

Image Source: Aviaro

In advertising, direct mail is one of the oldest types in which prospective buyers receive a message by post or mail service.

Direct mail is used by businesses in which they send letters, brochures, catalogues, postcards, and promotional material to their potential clients and customers.

The most significant advantage of this type of advertising is it allows you to communicate with your targeted audience one-on-one. This method is beneficial as it provides direct and detailed information about the product sent to the buyers and attempts to establish direct contact with the consumer.

In contrast, in other types of advertising, you’re never 100% sure who is receiving your message.

There are disadvantages to this form of advertising as it suffers from certain flaws because it is sent directly to the clients. It has limited reach, and response rates are often low as many consumers throw direct mail pieces away without giving it a read.

This can get costly if the advertiser is not getting the desired result.

Be mindful of the fact that if you’re going to choose direct mail, you have to do it right.

For a particular demographic and buyer personas, this advertising type may still be useful. Know your customer, and if you feel that the communities and customers you are targeting open direct mail, this may be a great tried, true, and tested way to advertise.

Newspapers and Magazines

Image Source: MyImaginaryFriendGraphics

One of the most used formats in the 20th century to advertise to your target audience is by using print media. This format usually comes in two mediums of communication, i.e., newspapers and magazines.

As you may already know, print journalism has been in decline as such this medium is reaching far fewer people than it did in the past.

However, many still get printed newspapers on their doorstep. Besides, doctors, dentists, and lawyers’ offices are usually filled with magazines to help their patients or clients pass the time.

Newspapers are still essential 

Even though the reach is shrinking, the right message can resonate with the target audience if done right.

Several benefits of newspaper advertising cannot be found elsewhere, including television, radio, or even the internet.

The cost of advertising is more affordable than many of the mediums and offers better targeting. Newspaper adverting allows brands to target a specific audience that is often difficult to reach through other mediums.

Newspapers effectively reach more customers because of the ability to be an engaging and trustworthy source.

However, given its declining reach, this channel for advertising should not be solely relied upon to get your word out.

Using Magazine Advertisement To Increase Your Ads Shelflife

You might be thinking, “it may seem pointless to advertise in magazines?”

The reason being that other mediums have reached millions of consumers and “who reads print magazines in this day & age?”

Well, it is not pointless. Hear us out on this one.

magazine - types of advertising

Because ads in magazines have a more extended staying power or shelf life than other digital ads that come and go.

You have the power to stay in the minds of the consumer much longer in comparison to other mediums by advertising in a magazine.

Advertisements in magazines are very creative vs. perhaps other simpler formats because of being colourful and “prestigious,” which appeals to the readers.

However, the cost of advertising in magazines is higher and has much less flexibility compared to newspapers.

A fun fact about magazine advertisements is that those published on the right-hand page are more expensive than the left-hand page.

Still, newspapers and magazines both can have a more significant impact and exposure because millions of people are still reading this in this day and age (in the post-COVID19 world).

In 2020, newspaper circulation still stood at 19.6 million copies (yes million) in the heart of the pandemic year within Canada alone.  So people do get exposure to print.  

If your target audience demographic leans older, in remote areas or has less access to the internet, then this medium of advertising should be a strong contender to get the message out.  

Radio Advertising

Image Source: Adweek

When you’re thinking about methods of advertising to promote your business, radio might not be the first thing that comes to your mind.  

Podcasts are on the rise.  With over 18.5 million episodes and 525,000 active podcast shows, no wonder the transition to this form of audio info/entertainment is happening.

However, radio is still holding a good share of the market. Even in the post-pandemic world, the numbers have stayed steady if not increased in the 2020 year:

Source: Statista

Especially in the era of social media, radio might seem “dated” to the younger generation (those that are 37 years and younger today).

But radio can be something important when it comes to market your advertising depending on your target audience.

Radio advertising, as compared to other media, offers more affordability.

It also offers broad reach to the targeted audience and can be beneficial for your enterprise by delivering a timely message.

If you want to go with radio advertising, a few things you must keep in mind.

Among other broadcast mediums, which have visual appeal, radio can only impact your target audience through sound.

But it covers all types of listeners, whether literate or not, to advertise your product.

Don’t forget that people listening to your advertisement on the radio are probably doing something else at the same time, like doing household chores or driving.

They are likely multitasking (driving or working for example) and listening to your advertisement at the same time.

So, try to make your key information more prominent about the product you’re selling.

As with any other form of advertising, given the steady share in the market, it is a good medium to get your brand out there.  

Television Advertising

back of head of a guy looking at a television - types of advertising

Image Source: EuroBusinessInfo

Watching tv is one of the most common and modern leisure activities, and advertising on television is one of the fastest-growing mediums of marketing.

This type of advertising has gained substantial popularity among the masses these days.

TV advertising is the most dominant way to reach a large number of consumers.  For baby boomers particularly – this is still the number one source of media consumption (in the post-COVID-19 era).

A great research study done by Global Web Index details the breakout by demographic here.

Because this medium includes sound and sight to convey the message to your audience.

Advertising on television allows you to show and tell a wide range of audiences by grabbing their attention.

Engaging television ads are not just walking and talking messages.

They foster emotions, empathy, and leave an ever-lasting impression on the viewer’s mind.

These elements make television ads costly compared to other mediums but also more effective and impressive.

Cinema Advertising

Image Source: Pinterest

Ever thought of advertising right before a movie starts at a movie theatre?

The ads broadcast in cinemas are just as same on television but have one privilege over their smaller screen counterparts. And that is the captive environment of the cinema in which the audience has no chance or option to change the channel, ignore it, not even easily walk away because they are at a movie theatre.

Also, did you know that cinemagoers are four times more likely to be emotionally involved in your ad than a television audience?

When they remember the movie – they also remember the advertisement displayed in between.

That is pretty powerful!

So, this option is one of the most creative and smart techniques to promote your brand and make sure your message is heard.

Undoubtedly, it can be – but with COVID19 and the future of the theatre industry in peril, this can have an impact on the viability of this option.  Nonetheless, when and if it does get back to its usual audience sizes, this is a good option for marketers to use as an advertising medium.

When going for this advertising option, choose the timings and movie when you want your ad to appear on the big screen.

Options now exist to have your ad seen before the movie begins or during intermission.

In my opinion, it is always better to promote your brand before the film starts – because, in an intermission, many people leave for a break (and many North American movies do not offer the intermissions).

This type of advertising is much more expensive than other options discussed so far but does provide more contract and targeting and because of this has a higher value as it serves hundreds of people at once.

This can be effective and part of your marketing mix, if you have larger budgets and can afford expensive mediums to build lasting impressions.

Outdoor Advertising

OOH – stands for Out-Of-Home advertising.

Why this is out of home when radio can be out of home or cinema or other formats are definitely out of home is beyond me at this point.  Nonetheless, it is a term that stuck.

As the name suggests, this type of advertising is created to reach consumers who are in a public place, or outdoors.

This advertising falls into four main categories:

  • Billboards.
  • Street furniture.
  • Transits.
  • Digital outdoor advertising.

Billboard advertising

Billboard advertising - webworxlabs mockup of billboards at work when showing types of advertising

Image Source: FreeMockUp

We all are aware of what billboards are and can easily find them either on highly visible, heavy traffic areas or less-travelled roads in rural areas.

Drivers and travellers see them almost everywhere, as they are a cost-effective advertising method.

The stunning visuals on billboards leave an impression on the viewer and help you get the best bang for your buck.

Street Furniture

Image Source: Cityam

The use of street furniture for advertising is one of the efficient and cost-effective approaches.

Let us tell you what certain displays fall into the general category of street furniture such as benches in parks, busses and bus stop shelters, pole and telephone kiosks, news racks, etc.

Transit Advertising

Transit Advertising

Image Source: Local Advertising Journal

The most popular form of transit advertising is ads on the sides of the busses.

This is also common in subways, taxis, along airport walkways to highlight their products.

Digital Outdoor Advertising

Example of a type of advertising showing outdoor ads

Image Source: ReadytoQuote

This type of advertising is also known as digital signage.

Electrical technology is used to change what is displayed on a screen.

This specific type of advertising has gained much popularity within modern times because of the advent of digital billboards, which easily attract consumers.

Ultimately advertising follows the consumers wherever they go, and all the categories mentioned above, offer ways to reach a broader audience in a local or regional market.

Great for general brand awareness and consideration of top-of-funnel advertising.

Digital Advertising

Unlike traditional advertising, digital advertising provides much more precision and control in reaching the target audiences.

The control in digital advertising comes from “cookies” or tags that are installed on a user’s machine when they visit a platform or a website.

This visit by the user gives the website owner pertinent intelligence that it can use in understanding, storing, defining the characteristics of demographic and preferences, taste, location, and historical buying and browsing patterns. These cookies assign a unique identifier for each visitor and allow the website owner to keep track of the same user when they revisit the site.

All different types of users visit this website or platform, and this massive amount of data is collected (big data) and synthesized. In essence, it gives the publishers, website owners or platforms a high level of precision to have advertisers place ads in front of a very targeted audience.

The platform or site can then sell this space to advertisers much the same way a newspaper does.

As an advertiser looking to advertise on the platform or website, you use the data to really segment and specify when, where, and how frequently you want your ad to appear.

Various types of publishers are available online, and these include search engines, social media platforms, video streaming services, and market places.

Pay Per Click Advertising

The most common form of online advertising is pay-per-click.

This form gives the advertiser to place ads in front of the target audience on the publisher’s platform.

The advertiser only pays when the user clicks on the ad.

Impressions are usually free (depending on the type of campaign you configure).

Is that not amazing in digital? That your brand can get exposure without having to ever pay for advertising when you configure most campaign types on Google.

This is a significant difference from traditional media formats where they charge for every time it is printed or distributed.

Here distribution is usually free, and only when the customer’s curiosity is intrigued, and he or she has shown interest, the publisher track and collects.

Related: Learn About Our Pay Per Click Advertising Services

Related: Learn About Digital Marketing Lead Generation With Advertising In Our Training Page

There are various forms of Pay-Per-Click advertising, including social media, search engine results pages, and video viewership.

Social Media Advertising

LinkedIn Social Media Advertising Example - For Types of Advertising

Image Source: Hootsuite

Most social media channels and platforms exist to monetize ways to provide advertising capabilities to the brands and companies for the users or traffic on their platforms.  So they all offer pay-per-click advertising services.

While there are other advertising approaches, social media advertising has taken over the market by storm.

Whether you’re a B2B or B2C company, this strategy can help achieve your business objectives.

This type of advertising is used to grab the attention of the social media platform users to bring in consistent sales, awareness, leads, consideration or build trust and loyalty. 

Social Media allows you to promote your brand in several ways; some of them are:

  • In-stream ads
  • Text-based ads
  • Photo and video-based ads

Also, these help in increasing your fanbase/follower-base and or sales as well – depending on the type of campaign you configure in the social media platform.

From people engaging with your page (likes and engagement), to people booking appointments or giving their phone number to follow up are all options in this wide world of social media advertising.

Now the question is, which type of social media platform will help your business grow?

Here, we have compiled the list of influential social media advertising platforms you should be familiar with in 2021 (if not present and active in all of them):

  • Facebook.
  • Instagram.
  • Twitter.
  • Pinterest.
  • LinkedIn.
  • Snapchat.
  • TikTok
  • WhatsApp

You can take a look at all of these social media platforms and quickly find out which ads are worth your budget.

We understand there are many advertising options out there.

It might make it challenging to decide which ad platform you could get the best ROI from.

If you need help deciding whether social advertising is right for your business, you can ask us.

We’ll help you select the right ones or ones we believe may be the best fit for your brand given the business model you have.  You will need to narrow down what your short and long-term goals are as well.  If you are looking for immediate sales then certain types of ad campaigns on specific platforms may yield better results on social media vs. other options.  

On the other hand, if the goal is long-term brand building and you already have a good presence on one social media channel (or ought to have given your audience hangs out there) – then, it is a good idea to advertise and stay on top of mind with longer-term campaigns for brand awareness and consideration.

Related: Our Social Media Marketing & Management Services

YouTube Advertising

With the increase of viewership on YouTube, no blog on advertising will be complete if there is no mention of YouTube.

More than 3/4 of the adults in the US use YouTube according to research shared on Hootsuite’s blog.

That is a huge number of users and they are only increasing!

We covered television and social advertising earlier, but this medium has so much content that is consumed and uploaded on a daily basis that it is becoming the go-to spot for an increasing number of brands to get the word out about their brand via ads, original content creation and influencer collaborations.

It is like a mix of TV, social and influencer forms of advertising all rolled up into one.

Really recommended for most brands who want to get a good message out and build brand impressions over time.  Not so much as a lead generation mechanism, but a good tool to showcase thought expertise, build trust and create awareness. 

Amazon Advertising

Do you sell on Amazon?  Or are you an e-commerce brand that is considering amazon?

If you are an e-commerce brand and want to market on this crazy online retail shop, you first need to have a presence.

With Amazon Marketing Services (AMS) – vendors and sellers can now advertise on this powerful and very active online store to get in front of their target audience very quickly.  This is because it offers a lot of the same ad formats like social media networks and Google in how to reach target audiences.  These formats include:

  1. Native Ads
  2. Product Display ads
  3. Headline search ads
  4. Sponsored Ads
  5. Video Ads

You can learn about Amazon advertising formats here.

Final Words

We have walked you through a ton of options for the major types of advertising options available to you today (whether online or offline).

Now it’s your turn to choose the right platform to research, deliberate, analyze and narrow which mediums and platforms are your best options to run your campaigns on.

Most businesses do not have infinite resources, so there will likely be a prioritization of some over others.  We hope you find the above insights, analysis and recommendations useful in finalizing the right media mix for your brand (as every brand is different).

If you’re still not sure about where to allocate your budget or your ad campaign isn’t performing well, let us know in the comments below we’ll be happy to help you.  We may not be the right fit for offline advertising, but we may be able to help you with graphics creation, photography, advertising or general marketing and branding support if you need it.

Remember, a single mistake in advertising can be costly.

To keep an eye on your mistakes, you can hire an expert here to handle your online ad campaigns and start promoting the brand.

Questions? Don’t be afraid to reach out.  You can reach us at info@webworxlabs.comm for any advertising queries you may have!

5 Tips To Optimize Google Ads

5 Tips To Optimize Google Ads

5 Tips To Optimize Google Ads

 

 

Google Ads research campaign is a thrilling process because there are mixed emotions that come to mind while launching a new paid search campaign.

PPC campaigns give you a lot more control than traditional advertising (you can read about it more on our Pay-Per-Click Page).

In a nutshell, it allows you to get in front of your audiences and pay only when someone is interested in your ads.

Which is very powerful, because that means impression building is free!

It has rightfully become a popular tactic to deploy as part of a holistic marketing strategy not only to drive traffic to your website but also to boost sales.

The plain truth is that you will only pay when someone clicks on your ad.

So, it’s not strange to know why many marketers love PPC.

It can provide almost immediate results and that the fee you pay is based on the outcomes you get.

So, a lot of control, love, and free impressions – what could go wrong?

Well, a lot, if you do not configure campaigns correctly, do your research upfront and are careful about putting your ads in front of your target audience.

People starting without the proper background, education, and dedication have spent countless hours setting up campaigns.

They waste valuable resources and still feel frustrated to get new business from the campaigns.

So indeed, a lot can go wrong if you are not careful.

Fear not, our simple five key tips will even help a novice set up and primary ad campaigns in their journey on a Google Ads campaign stardom!

Google Ads Goals (Free Tip)

How to Optimize AdWords: 5 Tips & Strategies to Boost Your Clicks

 

Image Source: Monster Insight

What you need to know is that there are many different platforms with this service.

Some of the most popular ones incorporate Google Ads, Facebook Ads, Twitter, and Bing. However, and up until today, the most famous one is Google Ads.

It is safe to say that Google Ads is Google’s number one source of revenue!

And everyone uses Google – so you really can get a lot of exposure for your brand if you use Google Ads to kick-start your PPC campaigns!

One advantage of using Google Ads is that Google will display your ad on other Google partner sites (if that is how you want to configure it).

Every business is different.

Even businesses in the same industries, in the same markets, may have different budgets, brand values, operate at different scales.

They might also require different goals that need to be met to achieve their unique objectives.

Setting goals are critical for any campaign.  What are your goals?

Are you looking to increase awareness?  Increase lead?  Form sign-up, maybe?

How about online sales?

All of these are valid goals – but this step must be determined before setting up any campaigns on Google Ads.

The better these are defined, the more you will be able to track against these goals, tweak and adjust to get more optimal performance.

Getting into the weeds and playing the anticipated scenarios out is not a bad idea.

Let’s play a scenario out for a realtor looking to set up goals – what questions would they need answering to better plan his or her goals:

  • Do you want leads for your real estate business?
  • How many impressions from this campaign?
  • What is a lead for you as a realtor?  People picking up the phone or signing up for your e-book that you have designed in exchange for an email sign up, which you will nurture with other great value offerings?
  • What is your budget?
  • Who is your ideal customer?
  • What markets?
  • What type of property?

What keywords do you think your prospective client will look for on google?

Answering these above questions in detail will allow you to set up and configure your campaign correctly and help in getting your ads in front of your audiences.

In Google, you can get in front of a searchers query by placing your ads on search engine results pages. (SERP).

This is a crucial point to note here.

You are advertising here.

So, you set a budget, bid in an auction, and get placed for the duration and depending on how relevant your ad is on the search results page.

This is not SEO (you can get a better idea on SEO on our SEO Page)- which is also another powerful digital marketing strategy that allows you to get website visits, impressions, and leads.

But it is done by providing relevant content that places your site organically on search engine results pages.

So without further ado, let’s get into those five awesome tips:

4 SEO Keyword Research Tips You Should Apply - Viral Solutions ...

 

Image Source: Viral-Solutions

#1: Keyword Research & Selection:

As mentioned, one of the problems many marketers tend to face while using Google Ads is that they spend a small fortune and don’t get the results they had expected.

However, this is not Google’s fault (yes, we love Google at Web Worx Labs – there I said it).

The question which comes to mind is how to choose the best keywords research tool?

Well, this is not a big deal as you can use Google’s Keyword Planner, one of the best (and free) tools.

It is apparent that you already have an idea about the keywords that you want to target.

However, using this tool can provide additional keywords or even replaces the ones you had in mind.

Why?

Because right beside each keyword, you are also able to see the search volume data and trends, average monthly searches, competition, and bids, which can help you get a better idea.

Any marketing professional worth their salt will tell you that Keyword Research is one of the most critical steps in starting the campaign right.

Do not take shortcuts here!

Is There Activity History In Google's Keyword Planner - Google ...

 

Image Source: Nicepng

Research with Keyword Planner:

Google’s Keyword Planner is an awesome tool to use (one of our favorites), and this intelligence, when setting up a campaign, is included for free to help you ensure you set it upright.

Yes, Keyword Planner is (still) free, and yes, it continues to blow my mind!

Assess competitiveness before including in your campaigns

Searching for the keyword “Dogs are better than Cats” above immediately gives us insight that the keywords “cats and dogs” are searched a lot more.

Considering this keyword over the others may be a good option.

These keywords may be essential for a pet store or a pet accessories store (online or otherwise) looking to increase exposure for your business.

However, keyword competitiveness must be considered as well when choosing the right keyword to target in your ad groups.

If the keyword is searched a lot more, but the starting bids are too high, it may not be worth getting clicks from that keyword.

This is because the clicks may exhaust your daily budget.

So, knowing what the keywords are is essential.

Also, their bids are critical to understanding what keywords to select within your ad group.

Thorough keyword research is necessary to run a successful Google Ads campaign.

Keyword research is the first and most important step to improve Google Ads.

Google Ads assists you in choosing the appropriate keyword for your PPC campaign to get huge sales.

The chief advantage of using PPC campaigns is it allows you to target the keyword of your own choice.

But make sure to select keywords that are promising and enhance your website chance to get a better ad rank position on Google.

Keyword types & Selection

To get the target audience, you need to know what are the Types of the keyword :

  1. Broad match is one of the keyword matching options that allows you to choose one or more matching options for your keywords. Broad match helps to appear your ad by controlling how closely the keyword needs to match a person’s search term.
  2. Broad match modifier works by adding a “+” sign in front of any or all words in your keywords. This option let you create keywords that are more targeted than broad match.
  3. Phrase match allows your ad to show only when someone’s search terms include the exact phrase of your keyword with additional words before or after.
  4. The exact match appears your ad to the specific audience who is searching for the target keyword selected by you.

These match types give you the power to control the relevancy of your keyword search and trigger your ad.

You should start by looking at the broad match keywords.

When these are working well for you, you can then move into the exact match keywords that will give you a closer targeting and more relevant clicks.

While you are in this process of choosing keywords, make sure that you do not forget to pay attention to the negative keywords.

After all, they can help you filter out the irrelevant content.

Let’s say that you are selling used cars only.

So, you want to make sure that the word “new” is never a part of your searches. So, just mark it as a negative keyword.

How to Create a Powerful Landing Page in 1 Hour: A Step-by-Step Guide

 

Image Source: Impact

#2: Landing Pages:

Landing pages are one of the most neglected aspects when you are creating a PPC campaign.

Truth is most marketers can spend countless hours choosing the best keywords, writing the best ad they can.

However, they don’t even consider looking at the landing page to see if it needs any kind of optimization.

As if this wasn’t enough, many marketers just use the homepage link on the ad.

However, when you want to increase the sales of a product, make sure that you point the link directly to the product’s page, not to the homepage of your website.

Here are a few key items to include in your campaign when designing landing pages

  • An easy call to action visible above the fold
  • Easy form to fill in
  • Social proof or reviews/testimonials
  • brief value of what one gets when filling out the form
  • A way to track conversions
  • A thank you page

While this may seem pretty obvious now!

You just have no idea of the huge number of marketers who continue to make forms without including the above items that cost businesses a small fortune or missed opportunities.

Another thing that should be taken into consideration is when you are looking at the landing page, see if you are targeting the same keywords that you are pointing to your ad.

Keep in mind that this does not mean keyword stuffing at all.

Accumulate the keywords once or twice where they make sense can help you increase your Google Quality Score as well as it can decrease the cost of your ads.

What is a good CTR (Click through rate) for AdWords?

 

Image Source: Extra-Digital

#3: Click-Through Rates:

CTR (Click-Through Rates) shows the number of people who checked your ad by clicking on it.

CTR is considered important for your ad campaign because it has a direct effect on your Quality Score (more on that on tip five below).

Let us suppose that you are creating a PPC campaign to sell a specific product.

So, you will search for the best keywords and keep all these keywords that relate to just one ad group.

When you have quite a few campaigns running at the same time and several ad groups, it will be much easier to determine not only the costs but also the effectiveness of each campaign.

When you have a tight budget, one of the things that you can do is to limit your ads targeting.

For example, by targeting your ads to a specific location and only for broad terms, your costs will decrease.

Another way that you have to increase your click-through rates is by knowing your targeted audience.

When you have a pretty clear idea about when the people you are targeting are online, you can set your ads to only display during that specific period.

Since one of your goals with a PPC campaign is to get the best possible Quality Score, also you need to know that getting a high CTR is crucial.

So, what you can do to ensure is to have the best ad running for a specific campaign to perform A/B tests.

Each ad that you create includes four different elements: the headline, the first line, the second line, and the link to your website.

Since you won’t change the link, this leaves you with two possible changes: the headline and the ad text itself.

Google will then rotate the different ads that you have and allows you to discover which ad performed the best: which one had a better click-through rate and lower cost-per-click.

Then, you need to use the ad, which has the best results.

How To Write The Best Google Ads Copy & Back It Up on Landing Pages

Image Source: Un-bounce

#4: Ad-Copy:

One of the limitations of PPC campaigns is the limited amount of text that you have in the ads.

So, you need to ensure that you are concise, relevant, informative, and persuasive at the same time.

The truth is that it takes a bit of practice to write a good ad-copy.

However, with your clear goal in mind, you can be sure that you will be able to do it in the best way possible.

Besides, you can always check the PPC ads that your competitors are running.

We don’t mean that you should copy them but to improve your ad.

Make sure that your ad stands out.

Some of the things which you can include and that usually tends to grab the visitor’s attention are “free shipping,” “limited offer,” “learn more,” “free download,” and other similar expressions.

Related article: Types of advertising

How to Effectively Utilize AdWords Ad Extensions for B2B PPC

 

Image Source: Ko-Marketing

Leverage Ad extensions:

Want more ad impressions?

Want to take up more screen space on the search results page for your ads? Want more vacations?

Wait – scratch the last one – but the first three still apply, and Ad Extensions are a great answer to your first three questions!

These extensions add to your ad copy by providing additional text in your standard text ads.

This information gives your target audiences even more reason to choose your business.

More importantly, it gives your ads more real estate on the search results page, allowing you to take up more of the screen – which is always a plus!

Even Google says that it won’t show these extensions on all your ads, it is still a good idea to take advantage of this feature when setting up ad copies.

Your ad quality will have to be high and rank well before Google considers showing these ad extensions and sharing this valuable real estate on their search results pages.

When setting up ad copies, focus on the call to action and great features that will allow your ads to resonate with your target customer.

Here is a great resource from Google itself to help advertisers learn more about ad extensions.

How to Increase Your Google AdWords Quality Score

 

Image Source: Grow-Traffic

#5: Quality Score:

All PPC campaigns that you run with Google Ads have a Quality Score provided by Google.

Word-Stream – another Ad agency has an awesome article written by one of the gurus on the subject matter Larry Kim.

You can get more details on it here.

This Quality Score takes into consideration several factors.

These include your historical Google Ads account performance, the keyword relevance, the landing page experience, the ad relevance, page-speed, and click-through rate.

See how we said historical performance.

So it goes without saying – you should not expect Quality Scores to be available the minute after your campaign launches.

It takes time to get the measures for quality scores for Google to reflect in your Google Ads dashboard.

But why Quality Score an important factor that you should consider?

Simply put, the better your score, the higher your ads will be displayed.

Additionally, a high-Quality Score usually means that you end up with a lower cost per click.

When you are looking to improve the Quality Score of any of your ads, here are some suggestions:

  • Make sure that your landing page is well optimized and has the keywords you are targeting. Also, you need to ensure that the page can provide a good user experience.
  • Try different versions of the ad to see which one has a higher CTR.
  • Do profound keyword research to find relevant and new keywords that you can target with your campaign.

Creating a good PPC campaign involves many different aspects.

The truth is if you follow these five key points to optimize Google ads, then be sure that you’ll have the returns you need.

Besides, PPC campaigns are one of the best ways to generate highly-targeted traffic to your website and increase sales.

Closing thoughts

There are a lot of things that you need to do when running an ad campaign with Google Ads.

These tips have been invaluable to us.

So, we decided to share to help you run your campaigns or ask the right questions to people who are running your campaigns.

Do you have things that you think we should include that we missed in our top 5?

Add to the comments section, and we would be happy to consider them.

Any questions or concerns?

Reach out @ info@thewhitehatcompany.com or fill out our online form.

We would be happy to help!

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

What Is Smart Bidding in Google Ads? What It Is and Why Use It!

 

So you might have created a great new website. Your organic traffic is doing ok but might be looking to improve on those visitors by adding a little Google magic to the proceedings.  Here’s where smart bidding in Google ads can help!

Google ads are a great way of bump starting your e-commerce and other websites and can effectively increase your conversions.

For those already using Google ads, or others who have started their journey, we will be exploring a new addition to the Google bank of resources, Smart bidding. 

So what is smart bidding in Google Ads? How does it work? Is there any preparation you need to do and why should you use it? 

In this article, we are going to explore all your questions about smart bidding. First, let’s take a look at the super-short answer, so you can get up and run straight away. 

What is smart bidding in Google Ads? Smart bidding is a new addition to Google Ads.  It’s a way of increasing sales and visitors by improving the performance of your Google Ad. It uses artificial intelligence to analyze location, time of day, historical user info, and other data to predict the likelihood of a conversion to a sale. 

So now you’ve got the quick take away and can start seeing an increase in your visitors ASAP, let’s explore a little more deeply. 

You might be wondering what exactly smart bidding is, so read on to find out. 

How does smart bidding in Google Ads work? 

Smart campaigns are a new type of Google Ads, designed to help business owners improve the way they promote their products and services online. 

Using smart technology, they can be set up in minutes. 

As a busy entrepreneur, this smart tech will improve the performance of your ads and enable you to focus on other important tasks.

Smart ads can help you really get the most of your advertising campaigns and maximize your budget spend. 

“this smart tech will improve the performance of your ads”

So how does Google Ads automated bid strategy help you to get the most out of your ad campaigns? Let’s take a look and find out. 

Automated bid strategy 

In a nutshell, smart bidding is a set of automated bid strategies in Google Ads that use machine learning to increase conversions. 

Google looks at historical search behavior and data to predict the likelihood of a conversion and then increases your bids when a conversion appears more likely.

Smart bidding uses data such as: 

  • User devices 
  • Historical performance
  • Location
  • Time of day 

Along with the above crucial data, it also uses a wide range of other factors, depending on each query.

“smart bidding is a set of automated bid strategies in Google Ads
that use machine learning to maximize conversions.” 

So let’s take a look below to find out five awesome ways this robust ad campaign strategy brings you the best results. 

Five powerful optimization strategies 

There are five different Smart Bidding strategies that each prioritize a specific conversion goal to take care of all the work for you. 

  • Maximizes conversions – Smart bidding in Google Ads optimizes bids to maximize conversions from your budget.
  • Target ROAS – This Optimizes your bids to achieve your target return on ad spend known as ROAS from your budget.
  • Target CPA – Can optimize bids to maintain your CPA or target cost-per-action from your budget 
  • Target impression share – Sets bids to show your ad at the top of the page as often as possible.
  • Enhanced CPC – Optimises your maximum cost-per-click, in order to make the most out of your campaign and increase conversions.

“Sets bids to show your ad at the top of the page as often as possible.”

So now we’ve seen exactly how Google smart bids can make the most out of your ad budget, while also allowing you the freedom to concentrate on other important aspects of being an entrepreneur, let’s take a look below at some other important benefits. 

Why use smart bidding in Google Ads? 

  • Saves time – Essentially, it all comes down to convenience. Smart Bidding takes care of bid optimization for you and this means you can “set and forget” campaigns. Google also has far more data to work with than you or any other single advertiser. This also gives you the opportunity to ‘set and forget’ your campaigns freeing up your time for other important elements of building your business, such as creating a digital presence for your brand or service 
  • Good for smaller businesses – As smart bidding can achieve “good enough” results quickly, it is useful to smaller businesses who may have a smaller ad budget. It’s no coincidence that we’re seeing a lot of automated Google Ads features being introduced for smaller businesses.
  • Advanced performance reporting – AI bidding technology makes it easy to get a snapshot of your bid strategy status and performance. You can also easily create bidding experiments to see for yourself how strategy changes might impact performance. Forecasting capabilities illustrate how many conversions your ads might receive for different CPA targets.
  • Customization – AI bidding allows you to select a targeted marketing goal to control how the algorithms make bidding decisions. It also allows you to customize performance control settings, including selecting the right attribution model for you.
  • Advanced machine learning – Smart Bidding is able to understand how different bids might impact conversions. Machine learning algorithms are able to learn from data and a wide range of parameters to understand potential performance. This capacity goes far beyond what a regular PPC manager or even a team of data scientists could manage.

Set and forget’ your campaigns  freeing up your time for the other
important elements of building your business

And finally…

So there you have it! Some great reasons to harness the incredible power of Artificial Intelligence with Google Ads Smart Bidding concept.

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