Since budgets are usually tight for SMEs and start-ups, most people end up wearing multiple hats. Real know-how regarding how to tap into the full potential digital platforms have to offer is usually missing in the mix, since staff at start-ups and SMEs have many other things to attend to, with marketing usually pushed to the bottom of the list. This is unfortunate and a huge hindrance toward company growth, because the reality is more and more customers are spending substantial time online on computers, laptops, smartphones and tablety. Pretty much everyone is active on social media these days. In fact, we bet as you are reading this article your attention is divided between this window and many other taps open including Facebook and email, as well as Whatsapp messages pouring in on your phone!
Let’s face it – pretty much everyone is glued to their phones and iPads these days. Even if we have laptops and desktop computers at home, we often connect our cell phones to our WiFi connection and browse through there, instead. Hence, it makes a lot of sense that more than half of the searches on Google are coming from Smartphones and tablets these days! With the shift toward mobile becoming more and more apparent with each passing day, it is opportune that Google AdWords has also jumped on the bandwagon and has rolled out new tools and features addressing this growing consumer shift to mobile platforms. Here are the four key changes Google has rolled out –
1. Expanded Text Ads – Instead of one 25-character header on mobile phones, now you have two 30-character headers. The description line has gone from two 35-character lines to one 80-character line. This is great because advertisers now have more room to explain their products and services, and even consumers can be certain about whether they really want to tap on to your Website or not. In early testing phases, advertisers reported an up to 20% increase in click-through rates with these changes.
Google has been testing out a series of changes over the past few weeks related to title and description length to research what might be optimal for digital marketers. Here are the changes we have spotted so far –
As a digital marketer, you must have found yourself in situations where you would have given anything for a little bit of more space to add another word or two in your ad titles and descriptions. Well, Google has extended the allowed length of titles and descriptions in the trial phase, although whether these changes are rolled out permanently and across the board is yet to be seen.
Google AdWords has removed righthand side ads and has now stepped up the priority for its new fourpack ads for “highly commercial” search terms. Here’s what it means for all of you digital marketers.
Customer Is King – The fourth paid ad position shows up for online search topics when there is a highly commercial inquiry. In other words, when a customer expresses a serious intention to purchase something with a query such as “buy smartphone” or “buy laptop,” the fourad pack is six times more likely to show up above the organic search results. Google wants to ensure that what content marketers create is relevant and trustworthy.
MicroMoments – 23% of all online search topics will yield itself for fourpack ads, and purchase intent searches are six times more likely to see a fourpack ad. Again, we can only emphasize the importance of paying attention to customer intention when developing search strategy based ads; such critical touch points in a customer’s journey are referred to as “micro moments.” Marketers need to pay attention to how a consumer is searching online, especially for keywords that express a desire to buy something, do something or go somewhere.
Every digital marketer knows the importance of ranking well in SEO results – after all, who doesn’t want to drive traffic to their website organically, especially now since Google has rolled out their 4-pack ads option which is a bit costly.
Well, in order to have great SEO results organically, one of the key things to focus on is building a strong base of link-building, known as backlinks, or inbound links. Though there are many ways to go about this, people often tend to miss out on these tricks and tactics, and quite often marketers don’t understand how helpful this whole process can be.
Here are some tips and tricks to build inbound links to boost your SEO results!
Google considers many things when displaying search results, and one of the things it considers is how credible your website is as a source for any keyword search from a potential consumer. The best way to build credibility is by building a network of inbound links, which are basically links coming in from another site to your website – this showcases credibility, quality and authority as a source if others are linking back to your website/blog, and Google can pick up on this information, giving your site a boost in search results.
Now that we are clear why inbound links are extremely important, here’s
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