With the growth in Digital Advertising and the introduction of Google advertisements, the world of marketing has completely changed.A lot of attention and focus is now on the internet marketing and learning the marketing through Google. There are several reasons for it, first is that this is something new, fresh and a faster way to get close to your consumers with guaranteed results in comparison to conventional media where there are no proper returns on the investment system or measurement system. Secondly, it is something that keeps on evolving and this is why keeping a keen eye on its development is important.
Within the Google advertisement system, there are several ways of running an ad campaign. These ways are purely dependent on the kinds of results and returns you are looking for as well as the audience you are targeting. The two systems that these different campaigns and ways of advertisement run on is the pay per click or pay per 1000 impressions. Pay per click or the PPC model revolves around you getting charged for your ad only when the consumer clicks on it. Now this might sound simple, but can be very tricky. Today’s blog is going to talk about critical mistakes that can increase your pay per click ad and decrease your returns, meaning effectively it will kill your campaign.
A poor ad can kill your click through rate
A click through rate basically is the rate at which the consumers click on your advertisement and land on the page you want them to. The Google Algorithms determine the rank of your ad on the quality of it and its bid. The quality is determined based on the relevance of your advertisement, meaning how relevant is your ad in connection to the query as well as its expected click through rate. With experience and knowledge of your target audience, you can design a really relevant ad for your audience to click on.
Wrongly targeted Ads
There are several ways of targeting. Targeting means getting your message across to a certain kind of people. Targeting can be based on language, interests, locations and countries. The kind of targeting you choose determines the reach of your ad. This does not mean you target everyone you can think of as this will then have a negative impact on your ad relevance. Therefore, keeping the right targeting strategy in mind is important and this comes from having the knowledge of the behavior of your target audience and their interests.
No call to action
The ideal value and returns from a PPC campaign only comes from having the right call to action strategy. If your consumers do not understand what action to take after looking at your advertisement, then surely your PPC campaign is not going to generate expected results.
Lack of monitoring
Digital campaigns require thorough monitoring, as the behavior and trends continue to change online, your campaigns must also adapt to these changes in order to operate with efficiency. Therefore, monitoring of your Google campaigns becomes essential to its success.
Author Bio : Christiana Antiga is the author of this blog post. Christiana works as a Google Adwords specialist at an agency in London. She likes to blog on Assignment Doer Uk about different trends and insights on Google. For more detail you can follow her on : G+ , Facebook
On-Page SEO Meta Tags
On- page SEO should be one of the main focuses of your developer from the very beginning of the development process. I still find it humorous to hear about a developer going back to the web page code to make SEO changes. I relate it to making a custom website, then going back and editing the code to make it responsive. It’s a waste of time and is a sure sign that you may need a front end developer that is able to see the bigger picture. Most small business owners who hire a web developer to make a website for their business would have no idea about any of this. So, in this post I’m going to write about some of the main on-page SEO factors called meta tags that most web developers should already know, but don’t always act on immediately, in order to bill some more hours at a later date.
The title tag is a very strong factor when it comes to the on page SEO of your website. Most people, developers and the business owners alike, think very little about this. If you hover on the tab of the web browser you have open, it will display what the title tag is wrote as. Most people see or put the companies name on it. Design wise this is fine, but seo wise this is rather useless. The only people who will be searching for your company’s name, already now it. The correct way to do the title tags is to use your keyword for the search you want to come up for, as well as the name of the business. An example title tag may be: ” Seattle Roof Repair | Topside Roofing” or “Seattle SEO | Red Dragon Web Media” .
The title tag is just one of many meta tags that need to paint an accurate picture of what your website is about. Some of the other common ones are the description tag, the keyword tag and the robots tag. The description tag is the place that search engines pull snippets from to show next to your listing in the search engine results. I usually make sure it includes the targeted keyword as well as the business phone number, so a searcher doesn’t even have to go the business website to contact them. The keyword tag is the tag used to paint a clearer picture for the search engines. This is where you should add your keywords with local tags as well, like the name of the city that the business provides services in. The robots meta tag, act as the directions that you give the search engines on a page by page basis. This is not to be confused with the robots.txt file that are the directions given to the search engines concerning the entire website as a whole.
The last thing I will leave you with concerning meta tags, is that they need to be unique for every webpage. While there will be a lot of overlap, copying and pasting your entire head block is a no-no! I have tripped more than a few duplicate content filters with duplicate meta tags. This is bad practice anyways, as the meta tags for your contact page shouldn’t be the same for your product page or your home page.
Author Bio: Josh Manion is the author of this blog post. Josh is considered the Seattle SEO Expert in the Seattle, WA office of Red Dragon Web Media. For more details, you can follow him on Facebook andTwitter.
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