Countless elements are viable for online advertisement. You have plenty of ad formats to select from, and the ways through which you can reach the target audience are infinite. When it comes to online advertising, and you’re required to choose from two major channels display ads vs. search ads, which one you will go with? What are the differences, and which one is better? Can we use both to elevate online advertising efforts?
As display ads and search ads are foremost advertising campaigns, it’s crucial to know when and how to use them. In this piece of article, we will know about both methods and you can efficiently use them for marketing purposes.
Differences and Strengths of Display and Search Ads
Trust it or not, when this dynamic duo is done properly, it helps to achieve better outcomes. Before putting display ads and search ads together in marketing strategy, you must know how they reach the target audience. Let’s discuss the strengths of both methods and how they can be beneficial for a business.
It doesn’t matter how successful your business is, how optimized your website is, or how much your client trust you. If you’re not a business inspiration like other popular brands, you will require a lot of struggle to rank on the top of the search engine results page. It usually happens when you’re trying to rank for highly competitive searches.
Search engine advertising is a form of paid advertising, that helps your business found on search engine result pages. This form of advertising is best to monopolize the target audience via search engines, such as Google and Bing. It enables the potential audience to find your products and services with a single click. The top benefits of search ads are:
- It provides a competitive edge to rank with competition
- It optimizes the efficiency of your marketing
- It helps you to hyper-target audiences based on interests and locations
- It has fast testing to know how effective your CTA and website are
- It enables you to make data-oriented decisions
Search advertising is all about having quick answers to problems or questions online. If you’re looking for direct solutions, the Search Network is the only option! So, who should be managing search network campaigns? If you think it’s a right fit for you, consider the following factors:
You Have a Limited Ad Budget
When clients have a limited budget, we suggest starting with a search network. This ad format helps to drive direct conversions. Once you get your hands on search ads, you can boost your PPC efforts into the display to increase visibility.
You Sell an ‘Emergency’ or ‘Specific Product’
Mostly the best businesses for search are for specific businesses. If you’re a lawyer, surgeon, or a service people need to find immediately, you should be advertising on the search network.
You Want to Generate Quality Leads
Search ads are best for converting visitors into potential customers. but
As search ads are all about Google Ads, the display network has nothing to do with search engine platforms. These ads work differently than paid search counterparts. The major difference is that your ads will not be restricted to one place but will be displayed across various websites.
Display ads enable you to put ads directly in front of potential customers without searching them. It helps to remain active in sales by introducing the audience to your product or services. These ads work to grow your business presence digitally, and not just bound to websites. It can be found in different formats such as text, banners, Gmail, and mobile applications.
When customers are online, it is essential to keep your brand in front of them. Most people use the internet not looking for something specific, but it can be a great chance to push your brand. Therefore, you need to take advantage of the time they invest in the suffering browser. Do you want to who should be running display network campaigns? Here are some of the factors you need to consider:
You Want to Build Brand Awareness
Many advertising companies opt for display ads as a channel for people to be familiarized with their brand. Since the Google Display Network is immense, it provides numerous places people can advertise their ads target audience.
You Don’t Have an Instant Sale Product
Sometimes, there are businesses whose services and products are not purchased immediately. So to get around the drop-off, you can confirm that your brand remains on the top when people plan to make a purchase. This can be achieved through retargeting the Google Display Network.
You Have Graphic Items
The advantage of using the Google Display Network is you can add images to your ads. It is the best way to advertise products that require more visual representation than simple, plain text.
How to Setup Search Advertising?
When it comes to displaying ads vs. search ads, we want to know how to set up both of them. The procedure is simple as:
- Open Google Ads
- Click the + button from campaigns
- Choose the campaign type that meets your objectives
- Enter the name of your campaign
- Select your network
- Select your location
- To add multiple locations, select ‘Advanced Feature’
- Set up your budget
- Select delivery method ( standard and accelerated)
- Setup your bidding
- Choose your campaign’s main optimization focus: Conversions, Clicks, and Conversion value.
Tips to Remember
- Different tools will assist in finding keywords or phrases that are used by the target audience. Some of them are paid tools, but you can go for free tools.
- A result-oriented PPC campaign doesn’t generate leads – it generates sales. To get the most of your PPC advertising, you need to identify the right blend of quantity and quality.
- Leads can increase the profitability of PPC campaigns. A simple email drip campaign can help you get extra sales.
How to Setup Display Advertising
Setting up Display in Google Ads is very simple. Here is the step by step procedure to start advertising on Google Display Network:
- Login to your Google Ads account
- Click the New Campaign from the Campaign tab
- Don’t check the Google search box. Scroll to the Networks, devices, and extension section. Click ‘Let Me Choose,’ and make sure that the Display Network box is selected.
- If you want to display ads on pages that are relevant to your product, select relevant pages from the network.
- Choose the biding option and set your budget
- Click ‘save and continue’
Tips to Remember
- Since Display Search Advertising campaigns use auto-targets, therefore ensure that your auto targets live in specific ad groups
- Building separate campaigns for different products help you organize and handle your account.
- You can select your ads to show your ads on Search and Display Networks or only Display Network. You can also choose whether your ads are placed on pages relevant to your products.
- The bidding option helps you focus on clicks, impressions, or conversions.
Understanding when to use the right advertising platform is key to meet business marketing objectives. In this article, you will get to know display ads vs. search ads and their work methods. The power in this information is now looking at how you can best put their strengths to work and take them to the next level.
Are you puzzled about understanding the difference between marketing automation and email marketing? It is not shocking because there is a lot of contradictory information available on the internet. Many people describe email marketing as a capability to send content and track the success of email campaigns. Some industry experts have devised email marketing automation as a kind of halfway house between these two terms. Apart from all this, numerous marketing tools control marketing automation, personalization, email automation, and analytical functionality. In some cases, they are also compatible with AI or machine learning features.
When it comes to marketing automation vs. email marketing, there are stark differences. While these tools utilize email as the main network to engage with a potential audience, email marketing tracks the actions performed by recipients of your email.
Marketing automation software monitors all digital interactions that a lead has with your business. It observes all the data into an activity history that offers a 360 view of your leads. If you’re considering inbound and outbound marketing, and email marketing is just outbound. Whereas, a marketing automation platform will assist you to build and manage search-optimized landing pages, blog posts, social media marketing, and integrate them into your outbound program.
The Key Differences between Marketing Automation and Email Marketing
- Sales cycle
- B2B vs. B2C
- Behavior Tracking
If you’re running a small setup with a limited budget, you might not want to build compound marketing campaigns. When you understand your customer requirements, you prepare content to meet potential customers’ profiles and track your efforts to run effective email marketing campaigns.
Marketing automation campaigns are complex than email marketing because they involve different techniques. To achieve the desired results you’re required to manage all the parts at once. It helps driving improves results, but it is only worth it if you have skills, time, and money.
If you’re a beginner, you have a small marketing team. If they are incapable to track customer behavior and get insights from optimized campaigns, you should consider email marketing. It’s the right decision to build personalized campaigns that provide relevant information.
The method you follow to market apparel differs from the way you market electronic gadgets. Apparels are an impulse purchase, and you will buy many over a lifetime. Whereas, it takes time to buy electronic gadgets. The sales cycle is different for all products, and each requires a specific approach.
Marketing automation is best for a longer cycle where customers interact with your business over various touchpoints. Customers require more information and time to make a purchase. Whereas, email marketing is ideal for quick decisions and lower-value products. Customers can obtain all the information through email.
When you’re creating and handling email campaigns, all you need to worry about the content quality and structure. How to write an effective email marketing campaign, what should be the graphical considerations, and other elements are essential to lookup.
When it comes to marketing automation, you need to build and manage landing pages, social media posts, images, and ad campaigns. It also requires more time, super-savvy content, and technical skills. It helps your interactions with customers in different ways. You need to ensure that all assets which reflect your brand image should be seamless.
B2B vs. B2C Capabilities
Marketing automation is not only ideal for longer cycles, but you can implement it on B2B companies. It is effective for businesses that have dedicated sales teams. If you’re a marketer and working for a B2C company, you will be the one selling to customers. You manage all the emails and encourage customers to purchase by directing them to a website or store.
You might have some interactions with customers, and you won’t be directly involved in the sales procedure. Here comes email marketing as a quick way to get the information in front of potential clients to make a purchase. In this tech era, we are not limited to the newsletter and transactional emails. The advanced marketing system allows you to create different email marketing content such as customer feedback, flash sale messages, and loyalty offers.
B2B companies have expert sales teams who deal with different points of contact. The salespersons interact with prospects many times during the sales cycle. Therefore, a marketing automation system is necessary to keep track.
Email marketing tracks how your email campaigns are working. It offers insight into what makes a campaign successful and how to improve the campaigns. You can personalize content as per the information, such as the type of email a recipient opens, but you may not know what other points of contact they have with your organization.
It’s imperative to keep in mind that a customer buying journey is not limited to one channel. Marketing automation systems enable you to track customer behavior across different channels. You can design target campaigns obtained from the insight of which channel customers prefer. It may include your website, social media platforms, iPad, and ads you’re running. It also triggers emails or marketing messages. For an instance, if a customer has just purchased an item, you can send a message with a customer survey.
Choose the Tool that Suits Your Business Needs
Marketing automation vs. email marketing, both come in all sizes and shapes. From a simple email tool to a full-service marketing automation system, it helps your business manage multimillion-dollar marketing campaigns. You can consider email marketing if you’re planning to create automated email campaigns. You can use it in conjunction with other available marketing software. You can also opt for an email customer relationship management solution that helps you to know your customers. On other hand, you can choose a system that performs it all.
When it comes to marketing automation vs. email marketing, first of all, you need to consider business needs. Here are some points to consider when choosing a solution:
- The time you invest in building marketing campaigns
- Marketing objectives
- Length of the company sales cycle
- Marketing channels
After considering these factors, you can start your search for a solution. If your sales cycle is simple and your lead requires one or two touches, email marketing is an ideal tool. And, if you’re ready to start nurturing and qualifying leads, marketing automation can be helpful.
Facebook is one of the most popular social medial platforms. As the biggest online advertising platform, it has millions of active users all around the globe including small businesses and brands. This platform has the potential to take a brand to next level with online ads. These Facebook ads are not expensive, and brands post content to promote their services or products to drive traffic towards the website and boost conversion rates.
You don’t need to be a Billionaire Company to successfully advertise on Facebook. Without an expert team, it’s difficult for all small brands to meet their ad potential. For example, a common mistake many brands do is boosting a post instead of creating an ad. Boosting is a swift way to get maximum reach on your Facebook post. However, most small businesses are not aware of how to optimize Facebook ads.
Facebook algorithm is designed for ad success. You invest time and money in generating effective Facebook ads and want to get an advantage from the ad budget. You can optimize Facebook ads by:
- Understanding the key metrics
- Choosing the ad objective
- Defining the target audience
- Designing and testing Facebook ads
- Tracking and optimizing campaigns
Understand the Key Metrics
To optimize Facebook ads, a data-driven strategy is followed by improving the campaign results. You should be an expert in ad performance assessing and define your advertising strategies to meet business goals. The following key metrics assist as a benchmark in considering the campaign performance:
In conversion, the target audience interacts with your ad and clicks through call-to-action. If you want to visit the website, you will count the conversion when a user visited your site directly from the ad. So, conversion rate optimization is a key for all elements of your website including ads.
Frequency stands for the estimated number of times a user sees your ads. It is calculated by dividing the number of impressions by ad reach. It helps to know how effective the targeting approach is and how to avoid showing an ad to the same user again and again.
CPC and CTR
Click through rate (CTR) is the percentage of users who click ads, leading them to the form or landing page linked to it. When it is low, it means more people are not interested in your ads. Whereas, cost per click (CPR) tells the actual cost of an average click.
Return on Ad Spend (ROAS)
Conversion value is equal to the revenue that a business earns from conversion. ROAS is the total conversion value distributed by your advertising cost. The more ads lead to the conversion, the more ROAS of your brand will get.
Choosing the Ad Objective
Before getting into details, it’s imperative to know the Facebook ad structure. The first step of ad creation is setting up the campaign and select the objectives to form an available list. The essential factors to consider while selecting the ad objective are:
Campaigns under the awareness objective are usually for fresh brands or businesses growing to a new location. You will choose brand awareness as an objective if you make the brand known to more audiences.
These objectives are targeted keywords that entice the audience to engage with the brand. For instance, the lead generation objectives help you to build unique Facebook ads with built-in lead-capture form.
When your target audience is in your lead pool, you can convert them into a potential customer. The conversion objective enables you to choose between a website or application to track the conversion on your ad.
Define Target Audience
All campaigns have an objective, but you need to identify that every audience segment should according to your strategy. It’s a great idea to invest time customizing your audience for every single campaign. Here are the multiple ways to define your Facebook ads target audience.
You can set up various parameters such as audience location, age, and gender following the Facebook policies. Facebook offers a panel to check estimated results and making changes as per demographics.
Facebook gathers the users’ interests and behavior due to its unique algorithm. For example, Facebook can identify fashion freaks and cricket lovers. Any reputed firm advises targeting the most likely group to access the campaign performance better.
You can target users who have interacted with your brand with a custom audience. Facebook records this via Facebook Pixies- a tracking tool.
Design and Test Facebook Ads
Every element of your ad impacts your ad and its performance. Using relevant keywords in headlines keeps the content engage. SEO optimized ads are tested consistently, and the key points you should focus on are:
Choose the Right Format
You can select from the available ad formats based on what displays your services best. These formats include videos, photos, or stories. Make sure to complete your ad with a persuasive description and title to grab the audience.
Plan Your Content
A ‘download’ button in a Facebook ad offers a free template. When choosing your media, select stock image or Facebook Dynamic Creative Tool that customizes creative variations. It helps to make your content well-planned.
Strategic Ad Placement
Facebook allows you to select your ad placement. The available placement such as Instagram stories, Facebook feed, and Messenger inbox will base on your goals. It can be chosen manually or automatically through tools.
Control Ad Budget and Schedule
It’s essential to control the budget and schedule of your ad. When you set up a budget, you control media budget allocation. You drive improved results by showing your ads during peak Facebook hours or specific hours for integrated results.
Track and Optimize Campaigns
The only possible way to measure the impact of optimization is to consider campaign data. Your expert team needs to specify key performance indicators based on business objectives. These metrics help to know whether the campaign is successful or not.
Your campaign data helps to know how to optimize Facebook ads, get desired results within a specified budget, and show ads at the most appropriate time. For Facebook lead ads, your data might show that the user clicks your link but does not reach the lead-capture form. It can be an indication that your Facebook ads had man form questions. Tracking data in depth enables your brand to optimize Facebook ads and overall performance.
There are numerous benefits of using Facebook ads in your marketing strategy. When used correctly, you can drive high-quality traffic, conversion rate, and profit. But, to generate maximum profit, you need to know how to optimize Facebook ads effectively. For this, all the above-mentioned information can help you to achieve desired outcomes.
If you run a small business or sell something online, you know that digital marketing and social media advertising play an important role to grow your business online. It’s an effective way to increase brand awareness, obtain new customers, launch new products, and generate revenue. With multiple options available around, it can be difficult for small business owners to decide how to advertise and link with the target audience.
That’s where Digipeak comes in. Our integrated Instagram advertising strategy makes it affordable and easy to connect your business with potential customers on Instagram. We ensure our clients they’re spending money in the right place to achieve the desired results. Let’s get to know the advertising campaign features that Instagram offers to the business of all sizes.
The Benefits of Advertising on Instagram
Instagram is primarily a photo-sharing platform that provides an opportunity to reach the target audience, showcase products, and build a strong connection visually. It’s an ideal source for brand awareness campaigns, direct-response, and conversion-based campaigns on social networks like Facebook or email.
Having around 700 million worldwide users and half of them market their business on Instagram, Instagram is the go-to medium for marketers who find different ways to boost their brand. This platform has higher post engagement as compared to other available platforms.
Instagram offers powerful advertising tools similar to Facebook, where you can take advantage of Facebook demographic and behavioral data. You can connect with a custom audience based on keywords and interests. Furthermore, unlike organic Instagram posts, ads allow clickable URLs so people can click to visit your website or online store.
Instagram Ads Creating Strategy
Instagram ad campaigns are an efficient way to promote your business, increase audience, and sell products. With creative Instagram ads, you can target the right audience, reconnect with previous subscribers, and grab new people to your brand. If you’re looking for different ways to revamp your Instagram strategy, consider the following factors.
Describe Your Goals
Before getting started, it’s crucial to consider your goals of Instagram marketing and ad campaign efforts. Perhaps you focus to increase your audience, brand awareness, or drive traffic to your online store, there can be a lot of other objectives as well. Defining the purpose of your ad helps you choose your message, CTA, and audience.
As Instagram is a mobile platform, so keep in mind you’re creating your campaign too. Your goals should base on the best experience for your audience. For example, if your online store or website is not augmented for mobile users, your Instagram ad should reflect brand awareness rather than focusing on traffic or conversions.
Determine Your Audience
Selecting the right audience and keeping the content relevant is the key to an effective Instagram ad. If you’re a retailer of women’s apparel, you just need to target the relevant audience. Sometimes, choosing a broad audience might result to lower Instagram engagement. You can leverage eCommerce data and subscriber activity that help you show relevant ads to the right audience.
People on Your List
Targeting your existing followers on Instagram is an ideal way to rejoin customers who are already involved with your services. Powerful Instagram advertising tools enable you to leverage what you know about your contacts to build relevant ads.
People with similar Interests
Instagram profiles are linked with Facebook accounts, so it contains data about potential users that help marketers to find the target audience. When you build an Instagram ad that targets the relevant audience, that acquired data is beneficial.
Instagram scrutinizes the Facebook profiles of individuals, then builds an audience similar to interests, demographics, and behavior. You have an option to filter the audience by age, gender, location, and keywords. It can help introduce your brand or services to a new audience.
Choose the Right Image
When you build an Instagram ad campaign, you have options to make a carousel or single-image ad. Carousel ads are best to tell a story or showcase products. But if you want to drive sales of a specific product, a single image is the right choice. As Instagram is a visual platform, there are different things to follow when choosing the image such as:
Focus on Products
If your Instagram ad is about selling the products, make sure to use striking images. It varies from Facebook ads, where you emphasize the advantages of the product than the product itself.
Keep Text to a Minimum
Keep in mind that Instagram users are here to see the appealing images. While planning your ad, think about the advanced and interesting ways to define your story of brand and products without using supportive words too much.
Use High-resolution Images
A high-quality image grabs the audience’s attention when the scroll Instagram news feed. Most mobile phones have advanced cameras, you don’t need any special camera to capture the picture of your products.
Instagram Top Advertising Practices to Remember
Introduce Ads with Personality
Whether it’s a funny video or just an image, if your Instagram post doesn’t look humanized then there are fewer chances to reach the potential audience. People use Instagram for their entertainment, and appealing to emotions is always the key to success.
Use Relevant Ads
What works best for one social media platform won’t necessarily go well with another. For example, your business will not support the same content through LinkedIn as it will through Twitter. The same happens for Instagram. Keep your target audience and their behavior in mind.
You need to perform some research before using hashtags. Make sure to use hashtags that are in trend, relevant, and most searched by the audience. Hashtags help to make your content easily findable on Instagram, and you can reach the audience with the right hashtags.
Schedule a Contest
Arranging a contest or giveaway is one of the most effective ways to meet your objectives. People like winning free stuff from a competition. It can be an ideal Instagram advertising strategy to grab your potential audience toward your brand.
Get Started with Instagram Advertising Today
Instagram advertising is a great source to enhance your business and draw maximum customers. Over 1 billion people are using Instagram every month, and you want your brand to be on the top where they can see it. Are you ready to get started making Instagram ads? We can’t wait to see growing your business digitally with just the right strategy.
Web design is an evolving field that always comes up with innovations. Back in 2000, when there exist static and text-heavy websites. At that time, designers only focus on developing websites for one screen size because desktops were the only device we used to have. As technology revolutionized with time, we started having websites on a smaller screen such as smartphones and tablets. Problems with designing the user experience (UX) still take place even with the advancement in technology. Responsive and adaptive web designs are the two best solutions to fix these problems.
The simplest way to distinguish these approaches is that a responsive site has a single fluid layout that fits any screen size. Adaptive sites channel multiple static designs along with breakpoints that have the right layout as per screen type. As more and more devices are introduced, people are quick to adopt them. In this article, we have a quick overview of responsive design vs. adaptive design. Let’s get into the details of each approach and know which is best for designers.
Responsive Web Design
A responsive website is based on a flexible grid. Whether the user is on tablet, mobile, or desktop, the website elements will remain constant and align on that grid. For an instance, a desktop design typically uses a 12-column grid, a tablet is on 4 to 8 columns, and the phone shows in a single column. In technical words, responsive websites utilize specific media queries to mark breakpoints that scale wrap text, images, and layout. It can be achieved with HTML5 and CSS3 or HTML and CSS.
Advantages of Responsive Web Design
- A single URL for every page features all screen sizes. Since technology has always revolutionized, this advanced feature stays ahead of problems before they happen.
- The overall design procedure requires less time.
- Responsive designs are SEO-friendly.
- It offers consistency for all devices that’s significant for a better user experience.
- Most of the Content Management Systems are built with marketers, instead of keeping in mind backend developers or IT technicians.
Disadvantages of Responsive Web Design
- Responsive websites require more time to load.
- These designs need more development time due to their multiple chunks. Since responsive web design needs to fit any screen size, therefore, a lot of assessing is required to build the website.
- Elements can move in responsive web design. It makes it easier for images to change or text sections to be wide or narrow as per user preferences.
Adaptive Web Design
This web design is less popular than responsive web design, but it can be helpful for various websites. Adaptive websites use different fixed designs that appear on display screens. When you resize the browser, it doesn’t affect the design at all. This design approach is compatible with desktops and smartphones. An adaptive web design is likely to become the best choice as it offers customized designs for different screens. However, the drawback is that it increases the work burden for designers.
Advantages of Adaptive Web Design
- This web design has faster page speed.
- The UX designer can control every single layout and prepares the ideal designs for different screens. Due to multiple layouts, designers can subtract or add content as per the screen. It can be understood with a simple example:
A restaurant selects an adaptive design for its website. They know that people accessing their site from mobiles are usually looking for a menu or location. But, a user from a desktop might look at the background information as well. For this, you can display different content on the home page with the help of an adaptive approach.
- Adaptive designs are perfect for existing complex websites that need a mobile version.
- You can adapt to someone’s location and connection speed with the help of adaptive design.
Disadvantages of Adaptive Web Design
- Adaptive web designs are not easy to create. They require great thinking skills, more time, and effort.
- Duplicate content on websites can affect your rankings in Search Engines.
- As adaptive web designs are expensive, they require more developers to build the design.
- These web designs are difficult to maintain for different websites.
Comparison between Responsive Design and Adaptive Design
For the people who don’t have information about web design, the difference between responsive and adaptive web design is so subtle. Let’s have a look at the major components of these two approaches to check the comparison.
In a responsive web design, the layout is determined by the site visitor’s browser window. An adaptive design is decided on the backend, not by the browser or client. This design offers unique templates that fit any device. The server identifies factors such as operating system and device type for an appropriate layout.
No one prefers a slow responding website. People get irritated and bounce if a site doesn’t load within two seconds. Adaptive designs can load faster as compared to responsive designs. It happens only because adaptive design transfers imperative resources to devices. For an instance, if you see an adaptive website on a high-quality display, the image will load faster based on the user display.
Adaptive designs are less flexible because a new device with a screen size could affect your layout. It means you’ll be required to edit an old layout or add a new one. Screen sizes are constantly changing and highly variable with innovation.
A responsive layout will need less maintenance in the long run. Responsive sites are flexible to work by default, even a new device or screen size introduces. But adaptive designs will require rare maintenance.
It can be a significant point to notice. Some people consider that adaptive designs are complex to develop. Responsive designs need a single layout that is easier to implement. As responsive designs have a single layout across all devices, they need more effort and upfront time.
Which Web Design Approach Should a Designer Choose?
The selection of responsive design vs. adaptive design is an imperative task for designers and developers. They need to keep the user requirements in mind foremost. Considering your potential users will provide insight into their routines, including what device they use to visit the website. It becomes easier to select the design if you know they use mobile phones to access the site on the go or desktop for content-heavy pages.
Time is another factor while choosing the web design. Adaptive sites need more up-front work since the designer is developing 4 to 6 different websites on the surface level. On the other side, responsive sites are more complex and come up with performance and display issues. After knowing the differences between these two design approaches, the designer can improve the user experience by selecting the right web design.
Ad Rank refers to an auction that defines your ad position on search. It is calculated based on different elements such as auction-time ad quality, bid amount, user search context, auction competitiveness, the impact of extension, and other ad formats. A specific keyword search is also performed to determine what a user is looking for.
Therefore, every search is different and initiating Ad Rank factors to carry results. For an ad to appear in a top position, it’s your responsibility to acquire the highest rankings from Google. In case of low ranking, you need to focus on ad optimization. If a PPC ad is at the top of the SERP, there wouldn’t be always the highest bid, but it can have the highest Ad Rank. The highest ad position offers the maximum number of clicks, and that’s significant to rank an ad as high as possible. According to the Google, following are the major factors to calculate your Ad Rank:
Bid Amount / Ad Rank Threshold
It’s the minimum amount you bid to get a specific position in search. For example, you cannot bid 12 cents and rank first for the cost of 3$. Ad Rank thresholds on specific keywords based upon the search context of the user and your bid amount.
Lower quality ads require higher thresholds, and Google prefers maintaining a high-quality user experience. It depends on click-through rate (CTR), relevance, quality score, and landing page experience.
The Context of Search
Google considers different factors to know the intent of a user search and how relevant your ad is in that context. These factors include a device (desktop or mobile), time of the search, location, and search terms.
Google AdWords is an auction where you bid on different keywords and pay for search terms. It is considered that higher biding secures top positions. But this does not happen when it comes to AdWords. You could be paying less than a competitor and outrank them from numerous positions if your ads are way better.
Paid search results are more likely organic results. Google assists searchers with the most relevant information to meet their requirements instantly. If you’re running an ad for a bakery, but your ad is only about “bakery,” it is confirmed that your competitors will surely replace you for less investment. To avoid this, here are some ways for how to improve ad rank.
Focus on Relevant Ads
Bidding is a great way to improve your ad rank, but we usually don’t want to spend more for getting clicks. Therefore, focusing on creating relevant ads is helpful to improve Ad Rank. The relevance of your ad is essential to calculate the quality score and hence Ad Rank. You can repeat the primary keywords or select the right landing page to improve it, and they will be directly linked to the advertised product.
Try New FAQ Structured Data
Use new FAQ options in your ads to take advantage of them. It will enable users to directly see information that a specific ad contains. It also stops unnecessary visits to your online store that generate more bounce rates, and hence products don’t match the customers’ requirements.
Get Rid of 301 Redirects Chains
301 redirect chains are redirections among URLs and their final destination. They can create difficulties in page crawling of an online store or page loading, which impacts the ranking. Make sure that your URL is linked with the final destination, and it doesn’t need to go from http to https, or from https://www to https.
Optimize Internal Links
The connection of multiple links on your website may cause a problem when it comes to Ad Rank. If links are connected across the whole internet without any structure, it can drastically downrank your ad. Therefore, make a hierarchical structure of pages and subpages in your online store. It will be easy for all customers to turn to your online store. Moreover, quick crawling for Google bots is another advantage.
Adjust Your Landing Page
The landing pages are when a customer reaches a page after clicking on your ad. These pages are user-friendly and engage customers toward making a purchase. If a website doesn’t provide relevant services to customers, there are chances that customers leave the page immediately. It will also negatively impact your ad rank increasing the bounce rate.
Use Different Landing Pages for Different Ads
Google doesn’t only check the ad you’ve generated, but it also takes into account your landing pages. If you have different landing pages, you can improve your Ad Rank. These landing pages are utilized for different products.
So, How To Improve Your Google Ad Rank?
After having a detailed discussion on how to improve Ad Rank, the appropriate way is to take all the above-mentioned factors into account and implement a strategy to accomplish your campaign. For the highest ad ranking, you need to consider its relevancy and the user experience. Keep in mind that ad ranking factors never stop with what your customers see in the SERPs. You need to focus on your landing page for an effective paid search campaign.
When you’re looking for different ways to improve Rank Ad, have you noticed bid adjustment? Did you improve your budget and CPC? Did you try other available options? If no, then don’t go ahead with bidding until you have done the following:
- Build more relevant ads with minimal ad extensions that link directly to the ad group’s objective and CTA.
- Create more specific landing pages with exclusive offers for all ad groups.
- Divide your ad groups into smaller and more specific groups to increase quality scores.
- Consider higher bidding to get the top positions for your keywords.
Improving your ad ranking may seem a difficult task, but the above-mentioned factors can help you increase Ad Rank as soon as possible. It will increase the visibility and CTR of your ads, and help you get maximum results from similar searches.
Instagram is a great marketing frontier for small businesses with the potential to bring new customers to the global level. Nearly 65 million monthly active users, 10 billion photos, and iconic logos make it an appropriate platform for small businesses. Instagram, as a photo-sharing platform growing continuously, so does it impact users’ buying behavior? We should know that Instagram isn’t just limited to sharing pictures, but it grabs new customers for your business. If you’re a small business owner and looking for top Instagram marketing ways, you’re at the right place. We have gathered the best strategies from SMBs in this article. Here are the top ways to use Instagram as a marketing tool. Let’s get started!
Make a Business Account
First of all, you have options to make a personal or business account while joining Instagram. A business account is appropriate for businesses as it assists you to view analytics, link your account with a Facebook page, run a paid advertisement, and makes it easier for the follower to reach you.
Fill Your Bio
Instagram offers 150 characters to tell about your business to followers. Use this space accurately keeping the goals in mind. You can add hashtags in the bio that help people find your profile. Don’t forget to include a link to your official website.
Keep an Eye on Your Competitors
Are you not sure where to start? Just analyze what other small businesses are doing on Instagram and identify their strategies. Take note of the content they post, the hashtag they use, and their visual language. You can also check how many followers do they have and how much engagement do they receive on posts to get a better idea of where you need improvement.
Build Content Pillars & Plan Content
Once you’re done with Instagram marketing research, there is an important step to follow before planning the content. Creating content pillars is a key to grow your small business on Instagram. Streamline some themes for the content you plan to post while scheduling content. Now it’s time to decide what type of content you need to post and be strategic about it. Plan in advance what you’ll be posting on weekly basis.
Use Hashtags Wisely
Hashtags are a significant factor of Instagram marketing for small business. They make it easy for people to discover the content even they don’t follow your page. Research has proved that using 7 to 30 hashtags per post is good for marketing, but it varies based on how many followers you have. Instagram recently updated a feature allowing you to see how many people reached your post with the help of hashtags.
Upload Instagram Stories
The story feature on Instagram makes a splash and helps small businesses to stand out from the crowd. Stories appear at the top of the feed and are more dynamic than regular feed posts. You have a choice to post multiple stories a day. Make Instagram stories an integral part of your marketing strategy to scale your business.
Offer Discounts and Deals
Nothing can excite potential customers to follow your Instagram account except offering discounts and deals. It will not only grab new customers, but you will notice an increase in followers as well. Loyal customers who are already familiar with your business are more likely to engage with you.
Instagram isn’t limited to uploading photos, but you can also upload videos. Videos are more engaging, and there are different ways to post them. You can share a clip of up to 1 minute on the feed and a 15 seconds clip on the story. There is another feature IGTV that helps you to post videos of up to 10 minutes.
An Instagram tip that is imperative for businesses and influencers of all sizes is to actively engage with others. Follow interesting accounts, likes, comments, and share their posts. The more they get notified of you, the more they will think of you. It’s the best way to grow your small business on Instagram.
Even with all the above strategies, it’s still the biggest challenge for small businesses to reach a new audience organically on Instagram. A paid advertisement is the right solution. Instagram ads help you to target a specific audience, improving your experience to reach the people who are most likely interested in getting your services.
Geotag Your Posts
It’s a powerful way to grow your Instagram small business followers in the local area. You can tag location in feed posts and stories. Geotagging will show your content in the search results when people actively search from your area. To geotag a feed post, you are required to add your location on the caption editor page. If you want to geotag a story, you can use the location sticker.
Use Highlight Feature
This feature enables you to choose from a range of stories to display on the top of your profile. They are the best way to showcase your business services, and to get more followers.
Shout-outs are one of the unique strategies of Instagram marketing for small business. Now you can stand out your business from the market with this feature. When you give a shout-out on Instagram, make sure to tag all the accounts properly.
Feature Your Instagram Account on Website
Is your small business Instagram account linked with the official website? If not, do it right now. Make it easy for your customers to find and follow your account through the website. This is an imperative Instagram marketing tip for small businesses to gain followers.
It’s beneficial for business accounts to post regularly, but make sure that the post is engaging and relevant. It is a great chance to showcase your brand personality and connect with potential followers, so utilize it with the right content. Many businesses use Instagram stories as another way to make their content striking. You can achieve this by creating short videos, and act as an extension of an account that meets your brand image.
Use the Save Post Feature
Now you can save content on Instagram similar to Pinterest and Facebook. Save the content that you like most with Instagram ‘save’ feature. Whereas it is not required to create collections, it’s just suggested. Some collection ideas are:
- What are your competitors posting about
- Visual inspiration for pictures
- Quality captions
- Potential influencers
- Future posts ideas
- Customer feedback
Connect with Influencers
As a small business, you have enough budget to invest in influencers for Instagram marketing. But it doesn’t mean you shouldn’t connect with them. Find local influencers around you that meet your requirements and engage with their content frequently. Once you get connected with them, ask them to send them a free sample for PR.
Instagram is the best platform to raise your business awareness and connect with new customers worldwide. As you can see, there are so many opportunities available to scale your business on Instagram. Start experimenting them these strategies and find which of them goes right with your small business.
A Guide for How to Promote Online Store on Facebook
Facebook is the world’s largest pay-to-play platform. It’s a great place for businesses of all sizes to expand with the latest market trends. It facilitates people’s lives, providing the quick context to reach their friends or family members at any time. It also keeps you informs on the topic of interest, helps in finding the event you want to participate in, and notifies what your friends are up to.
Technology and social media are connected and revolutionizing day by day. Now, Facebook is not online limited to communication but businesses can also maximize their sales by reaching out to the target audience. Numerous tools are integrated to build scalable online stores on Facebook. Moreover, Facebook business pages and shops are free for all, and that’s the main reason people usually focus to promote their business on Facebook.
If you want to know how to promote an online store on Facebook, first of all, you need to understand this social platform and find the right ways to scale your business. Let’s have a closer look at some significant factors that are helpful to promote your store on Facebook.
Select Your Target Audience
You need potential customers to run your online store on Facebook. But how could you grab more customers and establish your business reputation? Facebook offers different marketing tools that enable you to target ad campaigns to increase followers and sales.
Selecting the right audience is a crucial step in this procedure. Your products or services are not fit for everyone. That’s why knowing your target audience is important to maximize your sales. Facebook has developed a tool ‘Facebook Audience Insight’ that helps you to get insights about your audience. It provides data about the audience, how they integrating with your business, and what are their requirements. You should have the following details to create customized ads and increase your online store visibility:
- Demographic: gender, where they live, age, marital status, education, etc.
- Language: the native language of your target audience.
- Facebook behavior: how frequently they use Facebook.
- Previous Purchases: know their previous shopping experience if they have any.
Build Targeted Ad Campaigns
Facebook Ads tool is one of the great promotion tools on Facebook for online stores. Almost all businesses have a Facebook Business Page where they serve customers, develop brand awareness, and improve sales. Grabbing the right audience to your online store might seem a difficult task, especially when there are different ads from other available businesses around.
Facebook ads help to target the right audience based on demographics, interests, and needs. Some business owners don’t focus on promoting the context to an audience who already has liked their Facebook page. But, it is equally important to target the people who already follow you. They will get your services if they find you trustworthy and develop a strong connection with your brand in the future.
Promotions and Giveaways
Marketing strategists have observed that promotions and giveaways grab more followers, improve brand awareness, and turn visitors into customers. It is a great way to scale your business because promotions and giveaways don’t ask users to put in any effort. When it comes to giveaways, people are just required to like the Facebook page, tag friends, and share the post with others.
It’s completely your choice how you manage promotions or giveaways. But, dealing with them efficiently helps to promote your online store on Facebook. Remember that Facebook doesn’t offer any tool to follow the number of likes, therefore use any third-party tool to get insights.
Several tools ease your task of organizing contests on Facebook. These tools are designed to boost businesses sales. It provides giveaway analytics that allows you to track contest performance. However, some tools are free of cost, and some are paid. While selecting the right contest tool, you mainly need to consider its features that should meet your requirements.
Converting your visitors into customers is a time-taking procedure. You are required to build your online presence strong to grab more customers. Many businesses overlook their customer needs that impact their sales. Selling without selling is a well-known concept on Facebook. According to this concept, you don’t need to post solely about new products and promotions. People will not consider a brand that only shows interest in sales. They will prefer a brand that values customer opinions and feedback.
The domain of customer interaction is necessary for promoting your online store on Facebook. Many businesses don’t focus on it, but increasing your customer base and sales can be a real challenge. Many new visitors will observe how you interact with your followers and customers before making a purchase.
Therefore, it is imperative to answer customers’ comments, queries, and reviews as soon as possible. There will also be many negative comments and reviews, but accepting your mistake and improving it is the best way to deal with it. Do not take anything personally and find the solutions to engage your customers toward your brand.
Customer interaction is significant because it’s a great chance to scale your online store on Facebook and connect with the right audience. So, how to improve your interaction with potential customers? The answers are:
- Communicate with customers in a simple way instead of being unnecessarily formal. Be genuine and professional to stand out from the crowd.
- Your customers do not need someone to criticize them. They need a brand to understand their requirements and issues and treat them with respect.
- Answering some comments or queries on your Facebook page is not enough. Consistency in responses and your behavior towards customers will make them loyal to your brand and will be more likely to select you.
As the technology and Facebook marketing strategies are evolving, there is no consistent technique to increase sales and customers. Therefore, promoting your online store on Facebook might seem boring task sometimes. Facebook Shops are the best way to increase sales, brand awareness, and followers. But the above-mentioned points are important when you look for how to promote an online store on Facebook. Knowing your target audience will let you build target campaigns and ads.
Google assists billions of SERPs (search engine results pages) regularly and represents notable results to advertisers. Match types allow search marketers to target their ads better than ever. They have become a significant part of paid search over time. Before getting into detail, first of all, understand what are Google AdWords match types?
Google AdWords match types are phrases and words that match ads with relevant searches that users search in Google. As a prominent part of marketers’ search strategy, they command how appropriate the keyword matches the users’ search to show the results.
Types of Google AdWords Match Types
Many people don’t know that the keyword match types they select have a powerful impact on results. There are three types of Google AdWords match types such as broad match, phrase match, and exact match. You should understand each type in detail to make the right decision that which one you need to add to a campaign.
Broad Match Types
Broad match types show searches that are relevant to the keyword. They help you reach the maximum audience and drive traffic to the website. If you add keywords without special symbols such as + and (), Google shows ads for a wider range of search queries.
Broad match type keywords have the most downsides as compared to other options. Your website will receive unrefined traffic; most visitors will be random people who stumbled across your ad, and ads will be shown for irrelevant keywords. A broad match type may take into account the following factors for relevant matches: user’s recent search activities, landing page content, and other keywords in an ad group to know keyword intent.
The example of an exact match keyword is ‘Men’s shirts,’ and matches searches are:
- Buy gents shirts
- Men’s clothing
- Men’s jackets
- Apparel for men
Phrase Match Types
Phrase match types show searches that include the meaning of a keyword. They are more focused than broad match types but less than exact ones. They offer greater flexibility for getting visitors to your website. These match types have an option to add extra words either before or after, but not in the middle of any key phrase.
An example of phrase match keyword is ‘Men’s shirts,’ and matches searches are:
- Red men’s shirts
- Buy shirts for men
- Gents shirts on sale
Exact Match Types
Exact match types show searches with the same meaning as a keyword. These keywords are the opposite of broad keywords. As the name clearly states, they are based on exact search queries and terms. The search query matches the same keyword for the search engine to trigger your ad to show up. Moreover, the traffic obtained through exact match keywords is curated and easier to convert.
The possibility of an exact match is low. That’s why the traffic you get on your website will be lower as compared to broad or phrase matches. You will have to add more keywords to your campaign for improved traffic. The conversion chances are still higher, and even low traffic could boost your sales.
An example of the exact match keyword is ‘Men’s shirts,’ and matches searches are:
- Men’s shirts
- Gents shirts
- Shirts for men
- Shirts men
There are also negative match keywords that marketers can use to exclude keywords from showing on searches to improve the results. They help you focus on keywords that matter to your targeted audience most. Better targeting can bring your ad in front of relevant customers and improve return on investment (ROI).
Imperative Tips for Google AdWords Match Types Transitions
Here are some factors that Google recommends to follow to complete the match type changes transition:
Observe the Changes
The primary changes are assessed to take some weeks, and it highly recommends monitoring Google match type’s performance for upcoming weeks. It does not recommend changing match types until the changes are shown.
Check the Recommendations
Recommendations are a powerful tool within the native Google Ads platform that assists significant changes to your accounts.
Test Broad Match with Smart Bidding
Broad match smart bidding signals are now improved, and advertisers focus on testing broad match to drive a maximum reach for relevant searches. Now, you can reach the relevant queries that meet your performance objectives.
Consider Negative Keywords
In this step, exclude all matches you don’t want with negative keywords. With this keyword type, you can neglect your ads to show up for certain search terms.
What Does the Google AdWords Match Type Changes Mean?
While Google is opting for advanced changes, you may be focusing on why and how marketers can follow these changes. You should also know how these changes impact the future of search marketing and what their benefits are.
Specific Match Type Campaigns Aren’t Essential
Advertisers may no longer be required to build huge programs by breaching campaigns with google ads match type. Earlier, it was recommended as the best way to follow, but as exact matches will always have priority, there is less need for this structure. There are always exceptions to every rule. If your keyword still requires it, you may need to extend the specific strategy. However, this change will decrease the size and difficulties of search programs.
Smart Bidding Has Become More Significant
As Google continues to streamline and take away controls from advertisers, the use of smart bidding will become important to scale a program. By joining all Google AdWords match types in one Ad Group, the smart bidding procedures will have amplified data signals for smart bidding decisions.
Marketers Will Slightly Change Their Strategy
Negative keywords and search queries will always be an important factor for a program’s success. As the phrase matching behavior reduces, advertisers will evaluate search query reports to check whether the search terms are relevant or not. Advertisers should add here missing relevant terms as exact match keywords and use negative keywords to stop ads from showing on non-relevant searches.
The connection between customers and brand interaction has transformed with the development of chatbots. They are an advanced addition for many businesses to their sales and marketing team. Chatbots are redefining how brands and people interact with each other. The change that chatbots bring to business makes them grow more digitally.
Businesses are making the right use of chatbots. They are performing as 24/7 customer service agents, assisting businesses by providing data points to predict user behavior. Technology, software design, and different types of chatbots depend on the customer base. Your business objectives define what kind of chatbots are best for continued success. An impeccable chatbot strategy always starts with knowing the types of chatbots and their limitations.
Some Major Types of Chatbots
The rise in technology has been as dynamic as the evolution of chatbots capabilities. Chatbots can be generally categorized into different types.
Scripted/ Quick Reply Bots
These chatbots are used to cooperate with the customers based on predefined knowledge and technical capabilities that can respond to fixed instructions. For this purpose, all queries need to be gathered with a specific language programmed in the chatbots.
Natural Language Processing (NLP) Chatbots
These chatbots are one of the major applications of artificial intelligence. Primarily, all chatbots use AI technology, and NLP describes a user’s input such as text or voice to an intent. In these chatbots types, messages are classified to obtain variables for an answer and language parsing is done.
Voice-enabled chatbots offer customized experiences for users. They accept user’s input when they talk, act upon their request, reply to their queries, and accomplish creative tasks. Through text-to-speech (TTS) and voice recognition APIs, different businesses now can make their voice-activated chatbots.
Social Messaging Chatbots
These chatbots are integrated within a social messaging platform such as Messenger, WhatsApp, Telegram, and Slack. It enables users to directly communicate with the bot as they do with their family or friends.
To complete the user’s request, these chatbots collect relevant information from the user. These chatbots are mostly used in the airline industry. It has become easy for customers to check their flight booking, flight reservation prices, and statuses as well.
Context Enabled Chatbots
Contextual chatbots are an advanced form of conversational chatbots. To remember the earlier chats, these chatbots use Machine Learning and Artificial Intelligence with particular users to learn and grow. Google Assistant, Siri, and Alexa are some examples of context enable chatbots.
Chatbots Types for Businesses
Support chatbots are primarily designed to solve problems. They are used in industries such as human resources, retail, digital marketing, and healthcare. They request context awareness, personality, and multi-turn ability. Most of the support chatbots use deep learning and Natural Language Processing (NLP) to perform actions. Recognition of speech is optional for such chatbots types. They can walk a user through specific business processes and respond to multiple FAQs.
If your business website has poor conversion rates, it’s the right time to opt for a website bot. It provides users and visitors with 24/7 response times. An organization will boost lead generation, often having a virtual assistant to answer queries and reserve meetings with customers.
Companies may gather key information during the interactions, such as the name of the prospect, email address, and follow-up phone number. These chatbots help with preparing presentations, schedule meetings with salesperson, managing prospects with high-quality content, and other similar tasks.
Modern website chatbots make it easier to access the clients. When they need help most, sales and marketing departments may use them to initiate discussions with prospects. The bots understand when a visitor opens a sales email and visits a landing page.
Single chatbots are single-turn-type and don’t need contextual awareness. They simply follow a specific order to accomplish an action. Amazon’s Alexa is one of the major examples of skills chatbots. These chatbots require powerful Natural Language Processing features to function efficiently.
Assistant bots are good at communicating and answering questions. They efficiently engage the customer queries. Siri by Apple is an example of assistant bots. It not only follows the user’s commands but replies in an entertaining way if it doesn’t understand the query.
Transactional bots can be categorized as assistant bots as they occasionally perform some specific actions upon user instructions for different transactions. These transactional bots are used in various industries. They help users to improve their productivity by interacting with external systems.
Technical Classification of Chatbots
Based on advanced technology, different types of chatbots help businesses to grow digitally.
Menu / Button based Chatbots
Menu or button-based chatbots are the most common and used chatbots in today’s marketplace. They are designed to direct a single domain like information about a business. These chatbots need to have character, multi-turn functionality, and knowledge of context. They should be capable of walking a consumer through any business processes and answering a wide range of questions of the FAQ kind.
Keyword Recognition based Chatbots
Keyword-recognition-based chatbots try to hear what users type and respond properly. To decide how to answer the user, these chatbots use customizable keywords. Such kinds of chatbots are slow when they answer similar questions. A hybrid of keyword recognition and menu/button-based chatbots are in trend nowadays. They enable users to choose whether to ask a question directly or make use of the bot’s menu buttons.
These chatbots have a built-in AI technology and are rendered with frameworks such as the Wi.ai NLP service Facebook Bot Engine or the luis.ai NLP service Microsoft Bot Platform. These tools are best for customer experience, but they can fall short of the over-the-top incorporation of functionalities.
When a business implements the latest automation strategies, it will get improved results, saving time, money, and effort. Different types of chatbots make it easier to connect with clients, add value, and build better customer experiences. Now people shop what and when they want. Anything can be achieved quickly and effortlessly with chatbots, and they have become an immersive way for businesses to connect.