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Reverse-Engineering Your Online Advertising Strategy

Reverse-Engineering Your Online Advertising Strategy

Want to Reverse-Engineer Your Online Advertising Strategy? We Can Help! Aesthetically pleasing ad copy is often the focus when creating effective PPC, or so we think… Have you ever considered that starting by looking at what customers are already responding to rather than concentrating on what ‘may’ catch the customer’s eye could in fact enhance your future success rate? Advertisers fundamentally work in one direction. They formulate an advertising concept with an ad that suitably matches the content of the desired landing page. They then aim to fill in the missing pieces between the chosen ad and a completed sale (landing pages, sales collateral, lead magnets and others). From there, the focus shifts towards ways in which things can be improved. For instance, if an ad has received a poor click-through rate, an advertiser may look to amend the ad copy in order to boost its desirability to the user, or alternatively if there aren’t enough people signing up to an email list, then the lead magnets may be altered. All of these tweaks however, work on the assumption that the advertiser already knows exactly what their customer wants which can often be far from the truth. Many large organisations […]
PPC Trends to Watch In The New Year

PPC Trends to Watch In The New Year

Firstly, we’d like to wish a Happy New Year to all of our readers from everyone here at Soar Online! With the New Year comes the opportunity to refresh our strategies and focus on new areas, particularly the new trends in PPC that are likely to develop throughout the coming months. Lets take a look at some of our predictions for 2018 that you may not have thought about. The Increasing Importance of Structured Data Structured data has become more and more important already in 2017, and we can see this importance only increasing throughout the year, particularly with the roll-out of the mobile first index looming. We may even see Google using structured data markup to dynamically populate ads. If you haven’t already started implementing schema markup into your website, we highly recommend you taking a look at how it could work for you and be prepared for the upcoming trend. Visual & Voice Search Visual and voice search are on the rise, particularly voice with the introduction of many different smart home speakers. Visual search is also progressing through the likes of Pinterest Lens and Google Lens. No doubt throughout the holiday season more and more users have acquired […]
Google AdWords Gets a Facelift

Google AdWords Gets a Facelift

Google has confirmed that the brand new interface for AdWords is available for all advertisers and boasts upgraded visuals, improved speed and even more tools for management. Whilst not necessarily brand new, as the update begun rolling out from August of last year, the roll-out had continued right up until the present. Exclusive features to the new interface include the new promotion extension, household income targeting and audiences page. You can take a good look at all of the new features and the interface itself through Google’s handy guided tour, to make sure you’re completely clued up on the new tools at your fingertips. One particularly powerful addition is the devices card view, which allows you to see how your campaigns are performing across various different devices with ease. This of course is vital information considering the increasing focus on mobile optimised content from Google and the interface allows you to go straight through to adjusting your bids per-device. There are plenty more streamlined actions and new functions that have been added, and our best advice is that you dive right in and try them out for yourself to see how they fit with your own workflow. One thing is […]
Delving Deeper into Google Maps Q&A

Delving Deeper into Google Maps Q&A

Last month we wrote about Google’s New Q&A Feature For Maps and now we’ve had more time to look at the new feature, here are some key points you should know about when looking to use it for your business. #1 – You may need to update the app to see it The new feature begun rolling out in August, but if you have automatic updates disabled for you apps, you may need to manually update via the Play Store in order to see and use it. #2 – Customers don’t receive notifications (at least not yet!) At this point in time, if a customer submits a question and the business responds to it, they won’t receive a notification. This contradicts Google’s initial statement: “When you get an answer, we’ll notify you through Google Maps.” It’s more than likely that this will be fixed in an update soon. #3 – Businesses need the Google Maps app to track questions To receive notifications of customers submitting questions, business owners are required to have the Google Maps app installed on their device, linked to the account that they also use when managing their Google My Business listing. At this point in time, […]
AdWords Ad Rotation Settings Being Trimmed

AdWords Ad Rotation Settings Being Trimmed

Recently Google announced that they would be making a change to the settings for ad rotation with AdWords. Whilst there were previously 4 settings available, these will now be sliced in half, leaving users with the following 2: “Optimize: Prefer best performing ads” and “Do not optimize: Rotate ads indefinitely.” Users will now also be able to adjust the rotation setting at the ‘ad group’ level as opposed to campaign level, giving a little more fine-tuning control. The aptly named ‘do not optimise’ setting will provide standard, even rotation (or ‘old school’ if you please!) whilst the new setting will optimise for clicks in each individual auction using signals like keyword, search term, device, location and more. Google suggests (strongly, might I add) that you run at least 3 ads in an ad group. They’re quoted stating “The more of your ads our system can choose from, the better the expected ad performance.” This move brings Google AdWords even more in line with the trend of giving control over to machine learning technology. We can expect this update to roll in late September, with the obvious next step to be phasing out “rotate indefinitely” completely.
How are you Measuring Up to your Competitors?

How are you Measuring Up to your Competitors?

Take the Guess Work Out of it Analyse Your Competitors Website Traffic Today Whether it is ‘work’ or on a ‘personal’ level, we all want to be first in everything we do right? Business is no different, we all want to be more successful than others in our industry; we all want to earn as much money as possible; make more sales, be seen as an authority in our field…we all want to be highest on the search engines! Being higher than your competitors on search results pages may have more impact and significance that you think. Whether you are selling online or competing for business offline, it matters not. It is a simple fact that most potential customers or clients will turn to the internet to either buy from you or check for reviews & testimonials when researching your business. It may be a simple as a client or customer looking for a telephone number! Whatever the reason YOUR customers or clients are online and this means that unless you are more visible than your competitors you are at risk. Who wants their customers engaging with their competitors, right? So if whether you are looking for more sales or […]
PPC & Fraudulent Clicks

PPC & Fraudulent Clicks

In the world of online marketing, Click Fraud is a pretty big deal. Not only can it put a dent in your profits it will also skew your data and therefore potentially make future campaigns more difficult to construct efficiently. Consumer giant Unilever has already threatened to withdraw their PPC budget due to fraudulent clicks – but there are ways to protect your ads and your budget before this last resort! A black-hat technique, click fraud is the act of inflating the number of clicks on a PPC ad; either for the purpose of sabotaging a competitor’s budget or for generating more revenue for an ad publisher (i.e a publisher clicking ads on their own website!). “Unusual clicks” are already monitored by Google and are often removed from a publisher’s account when they are flagged. Alternatively users of Google Adwords can also report any suspicious click levels on their PPC ads to Google themselves and will often be issued with a refund once Google has determined whether the clicks are fraudulent or not. Google’s anti-click fraud program is certainly the most robust on the market. But that doesn’t mean that you shouldn’t put your own measures into practice to ensure […]
Top 4 Online Marketing Nightmares (And How To Avoid Them)

Top 4 Online Marketing Nightmares (And How To Avoid Them)

Say goodbye to sleepless nights with our quick checklist of the top 4 online marketing nightmares and how you can do your best to avoid them. I forgot to renew my domain! Purchasing a domain these days is so fast and simple; it’s easy to let them slip out of your mind, and there are many ways you can overlook the renewal date of your domain. Perhaps your credit card has expired or the employee responsible for renewing your domains has since left the business; it could even be a case of the notifications from your registrar landing in your spam box. Ensure you don’t lose your important online real-estate and keep a close eye on the renewal dates of your domains. The maximum amount of time you can purchase a domain for is 10 years, and you can set up an auto-renewal. This doesn’t completely secure your domain forever, but it certainly increases your chances of keeping hold of it for as long as required. Some registrars also offer SMS reminders 7 days prior to the expiration date and many offer a grace period during which you can get your domain back (Godaddy for example offers 20 days). My rankings […]
Remarketing – Why You Should Be Using It

Remarketing – Why You Should Be Using It

Remarketing has become one of the most powerful tools at the disposal of marketers in recent years and if your website isn’t using remarketing, you should be seriously considering it. In an ultra-competitive online market place, remarketing can give you the edge of competitors. What Is Remarketing? As we mentioned remarketing is one of the most powerful tools on the internet and it is something we all experience on a daily basis. Remember when you were looking at those tickets for the football or when you were looking at that bed online – then suddenly the next website you were on displayed an ad for the very same product? That is remarketing. Businesses who use remarketing on their websites, have a piece of code on specific webpages which adds a cookie to your PC and browser. This then allows the website to display those products on any website or page that is part of the Google Display Network. They can also show products through sponsored Facebook Ads. It is all about marketing products to users who have visited your site, but didn’t convert into customers. Most sites can only convert maybe 3% off their visitors. With remarketing you’ll be able […]