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Clever Mobile Marketing Strategies to Consider

Marianna Muscat - Monday, July 12, 2021

Mobile marketing is on the up-and-up thanks to the ubiquity of the smartphone. As a savvy marketer, you need to know what your options are, and figure out what is best for your business.

These ubiquitous phones can do more than the phones of yesteryear, so staying updated with the latest trends is essential. However, marketers must remember that not everybody has the very latest phone, so you need to cater to everyone to maximize your campaign’s reach.

How To Optimize Your Mobile Marketing

Here are five basic tips:

  1. Horses for courses” applies to social media marketing too. Every platform has its own limitations so don’t try to use the same material across channels that work differently. Also remember that social media marketing should be concise and instantly understandable. Consider data limitations for some users so have optional extensions for rich content.
  2. Create a clear call to action (CTA) so viewers can be converted to clients. Conversion rates can be improved by using only one CTA and avoiding navigation links that could be distracting. Go back to basics and use contrasting colours.
  3. Make your message stand out from the many others on every channel by being relevant and personal as well as designed for SEO. Use information you know about your customer like their names, previous purchasing data, etc. Add your personal signature too.
  4. Encourage two-way communication by enabling the receiver to instantly and easily reply to the campaign. In this way, you have opened a conversation from which you can glean data, receive valuable feedback and encourage loyalty.
  5. Use the data you obtain to continually test, measure, and improve.

Some Very Successful Mobile Marketing Campaigns Listed

One of the smartest digital marketing strategies of 2021 is Anheuser-Busch’s pivot from brewing beer to manufacturing hand sanitizer during the COVID-19 pandemic: They announced to the Twitterverse, “We have a long history of supporting our communities and employees – this time is no different. That’s why we are using our supply and logistics network to begin producing and distributing bottles of hand sanitizer to accommodate the growing needs across the United States.” This endeared the brand by reaching the hearts and minds of Americans.

Another ingenious mobile marketing campaign was the collaboration between dating app Tinder and British Football Club, Manchester City. By partnering with the men’s and women’s leagues, Tinder planned to interact with fans using games, AR experiences and stadium events. The global fanbase of the team pairs well with Tinder’s global reach (now in over 200 countries and 40 languages).

Take some inspiration from the brilliant campaigns out there and put your marketing creativity to the test. Anything is possible in today’s digital world.

Get in touch with New Media Marketing to help you set up mobile marketing strategies that deliver real ROI that improves your customer affinity and engages your employees.

 

SEO tools to boost SERP rankings

Marianna Muscat - Wednesday, June 2, 2021

One of the most important goals of digital marketing is to boost search engine rankings through creative SEO strategies. There are several ways to do this, and the various methods are being constantly improved upon. While it is important to improve SEO rankings organically to a certain extent, by developing strong, relevant content, you can also use a variety of tools to help push your rankings on search engine results pages (SERPs). Let’s take a look at five of the best SEO tools currently available.

SEMRush SEO toolkit overview

SEMRush is a well-rounded toolkit for the overall management of digital marketing platforms. It contains tools that enable you to manage content, conduct competitive research, manage social media and carry out strategic and precise SEO strategies. The SEO component can be used to conduct market research and competitive analyses on your closest competition. You can get accurate reporting on what your competitors are doing with regard to rankings, keywords, and other factors, and develop your own SEO strategy accordingly. The toolkit includes several useful functionalities, including site auditing, position tracking, keyword research tools, backlink analytics, and more. 

Google search console overview

The Google search console overview provides the best way for you to track your SERP performance at a glance. It gives you a summary of all the most important metrics, including search performance, index coverage, and mobile usability metrics. Using this high-level overview, you can get an accurate picture of your performance and the areas in which you need to improve.

SEO Spider overview

SEO Spider was developed by a UK-based website search agency called Screaming Frog. It enables you to “crawl” through web pages and extract key information for SEO analysis. It is highly user-friendly and compiles and presents complex SEO information in a way that is easy to understand and interpret. Analyzing web pages with SEO Spider helps you to create and modify SEO strategies for best results.

Majestic SEO tools overview

Majestic SEO is a tool that specializes in link analysis. If your main aim is to analyze and understand backlinks with respect to your website, then Majestic SEO is the tool you need. In fact, Majestic claims to have the world’s best backlink checker. Unlike other tools on this list, Majestic SEO is not a comprehensive, all-in-one SEO tool; it is exclusively dedicated to link building. You can analyze your backlinks and devise a strategy to build more – and better – links. It measures backlinks with five different metrics: Trust Flow, which measures the quality of links to a particular website, Citation Flow, which measures the number of links connecting the website, Visibility Flow, which helps you find editorial-style links on sites with high Trust Flow rankings (as opposed to simple, directory-style links), and Topical Trust Flow, which measures the site against others with similar subject matter.

Moz Pro overview

Moz Pro is a comprehensive SEO toolkit with a range of functionalities for analyzing and improving SERP. Open Site Explorer and Keyword Explorer are two of the tools offered in the Moz Pro package, and they are particularly good for addressing the main issues of SEO. These tools enable you to gain valuable insights into your rankings and boost your SEO efforts in a strategic and targeted way. 

WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your SEO, social media, and other digital marketing tactics and strategies.

How mobile marketing is advancing rapidly

Marianna Muscat - Thursday, May 13, 2021
mobile marketing

The effects of the COVID-19 pandemic have revolutionized global commerce. Mobile marketing, which has been on the rise for several years, has seen a steep rise in adoption during 2020. Marketers need to stay up to date with these trends as they accelerate into the latter half of 2021. 

How COVID-19 is changing human behavior

COVID-19 has proven to be the most significant life and society-changing event of our times. Within one short year, we have all shifted our behavior – not always consciously – to new ways of living, being, and doing due to the disease and its various fallouts. Many of these behaviors were already on the rise, and the pandemic accelerated their ascendency. Others have been more of a surprise. The five main tenets of the new normal are:

  • Reduced trust and confidence: The pandemic has fostered a belief that all people and places carry an implicit threat. People are ever more on guard about who they deal with and how – whether individuals or companies. Decisions about purchases and other daily actions are loaded with more anxiety and are thus taken with far more care and time than was previously the case.
  • The health economy: Preoccupation with health, safety, and hygiene permeates every part of society, from government to individual households. Every business needs to show that they make health a priority, regardless of the specific products and services they specialize in.
  • The increased importance of the home: Enforced isolation has made the home the center of life and even work. People will start to spend more on making their homes ready for the increased time they spend there. 
  • The changing role of authority: The pandemic has polarized views on institutional authority. While dependence on authority has increased under enforced lockdowns and tighter regulations around travel and commerce, there is also a rising uncertainty about the competence and intentions of authority figures. This trend could go either way, depending on the handling of the COVID crisis. On the whole, increased dependence on government, corporations, and collective opinion and behavior may drive private and commercial behavior.
  • Accelerated virtualization: The crisis has sped up the move towards the virtual world that was already well underway before the pandemic began. Communications, education, work, and commerce are all becoming ever more centered in the online world. Mobile devices are becoming more critical as access nodes to the virtual arena, equipped to enable every aspect of virtual life from socializing to consuming and more.

WSI New Media is taking brands to the next level

With these trends in mind, leading digital marketers, WSI New Media Marketing among them, are adapting their approach to digital marketing, especially social media marketing and mobile marketing. Here are some of the main trends we are watching this year:

Internet of things (IoT) app integration

The combination of IOT and mobile apps will have a marked impact on most aspects of commerce. Everything from production management to the retail experience is transforming due to the integration of devices with the virtual realm. Easier online shopping, automated checkout systems at actual brick-and-mortar stores, home automation and wearables, are all transforming the commercial landscape irreversibly.

Beacon technology

Beacons are among the latest developments in proximity marketing and location technology. These Bluetooth devices transmit information to devices in their vicinity, making location-based search and interaction more straightforward. From the marketer’s point of view, beacons improve offline attribution with GoogleAds, assist with data gathering that can be used to access and target local markets and facilitate out-of-store marketing. 

Mobile commerce

Sales from smartphones are likely to dominate eCommerce this year. In addition, more and more consumers are turning to mobile apps to do their shopping. Mobile devices also facilitate social commerce, closely linking mobile and social media marketing. As people turn increasingly to virtual shopping, it is mostly via their mobile devices that they will be accessing their products and services.

 Artificial intelligence (AI)

The emergence of search tools such as Siri and Alexa are the most obvious examples of how AI has penetrated the mobile arena, but they are just the beginning of developments in this regard. AI is likely to affect app and mobile device development at every level, resulting in smarter, better performing technology that adapts more quickly and more accurately to consumer tastes and demands. 

WSI New Media Marketing is a full-service digital marketing company in Greensboro, North Carolina. Contact us for expert help with your SEO, social media marketing, mobile marketing, and other digital marketing tactics and strategies.

How influential will social media be in 2021?

Marianna Muscat - Monday, May 3, 2021
social media

Social media remains one of the most influential forces in the world today, and this situation is unlikely to change during the course of 2021. If anything, social media will continue to ascend as the most popular, immediate and most far-reaching mode of communication. As we are now nearly halfway through the year, the dominant trends have already become apparent. Some of the most notable are the increased popularity of ephemeral content, the continued growth of social commerce, the dominance of video content, recycling of user-generated content and the role of social media in the realm of “fake news.” 

Recycling user-generated content

The power of user-generated content (UGC) has become readily apparent over the past few years. It works so well because it encourages engagement and makes users feel that they are contributing members of a community, rather than just a passive audience. Marketers can leverage UGC to great effect, using it to deepen their current audience member’s engagement and draw in new members through reshares. Viewers want social currency, a feeling and perception that they are insiders in a community that matters to them. The best thing marketers can do is provide them with opportunities to do so. Offering a platform for their content and sharing the best examples of it is a perfect means to that end. Make sure that the content also serves your brand, of course. Then both you and your users can enjoy the benefits. 

Fake news acceleration on social networks discussed

“Fake news” became something of a buzzword over the past four years, and the controversy came to a head in 2020 with all kinds of false allegations surfacing on social media about the COVID-19 pandemic and vaccines, and the presidential election, among other things. Social media became a way for fake news to spread like wildfire. The accelerated spread that social media facilitates meant that unverified  claims could go from one side of the world to another in record time – and rapidly become accepted by millions of audience members as undisputed fact. Social media platforms and governments have been forced to take action. Facebook and Twitter have ramped up their moderation efforts.. Social media marketers will need to be cognizant of the stricter regulations on content.

Social media’s usage predicted for 2021

From the point of view of the social media marketer, there are several emerging trends that may well be game-changers this year. We will focus on three of them:

  • Social commerce is ascending: Social commerce has already been around for quite some time, but not all marketers have leveraged it successfully. In fact, digital marketers continue to plan and implement excellent online strategies that don’t involve social commerce at all. In 2021, social, conversational and live commerce is set to become central marketing strategies. The tools are already available on social media platforms. It’s time to learn to take full advantage of them.
  • Social messaging is becoming the standard for customer service: As a result of the COVID-19 pandemic, various types of remote communications, from Zoom meetings to conversational marketing, are becoming the norm. Customer conversations have quickly moved away from call centers and emails to social media platforms and messaging apps. It is vital that marketers take full control of these platforms and use them to enhance their customer experience.
  • Micro-influencer marketing is becoming more important: As far as influencer marketing is concerned, brands are becoming more interested in influencers with smaller followings, who speak to focused niche audiences. These micro-influencers offer greater value for tighter marketing budgets.

WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your SEO, social media, mobile marketing and other digital marketing tactics and strategies.

Digital marketing expectations for 2021

Marianna Muscat - Tuesday, April 13, 2021
digital marketing

Thanks to the unexpected changes in the global economy during 2020, commerce, particularly retail, is taking a direction we could not have foreseen a year ago. Digital marketing is adapting to keep up with these changes, which is why you can expect to see the following key trends in 2021.

Marketing trends predictions and expectations

With the rapid growth of online retail and virtual platforms during the lockdowns of 2020, what can you expect to see from digital marketing in the next few months? Here are just a handful of the trends we expect to dominate the coming year:

  • Short-form videos are set to dominate social media. People have developed a much lower tolerance to boredom over the past year. They want content they can consume quickly and without the effort of reading, which is why short videos are becoming the best way to reach your market.
  • New privacy laws will change the way you target your audiences: California’s new privacy laws, signed into state legislation in 2020, are set to act as a blueprint for similar regulations in other states and at the federal level. These laws, such as the California Consumer Privacy Act (CCPA), give consumers increased rights and protection when it comes to their online privacy. Online marketers will not be able to target them as easily as they did formerly and will have to adapt their tactics. It is recommended that you acquaint yourself with your state’s privacy laws and shift your tactics accordingly. You should also start creating messaging that explains the value of data collection to your customers.
  • Automation will grow in both implementation and efficiency. Automation is here already, but it will become more efficient and sophisticated and will be adopted by more and more marketers, quickly taking over the digital marketing mainstream. You will be empowered to convert leads, generate personalized content and track your results more accurately.

Why will short-form videos dominate this year?

The growth in popularity of platforms such as TikTok and Snapchat is proof that the global market, in general, has an appetite for bite-sized pieces of video content that communicate their points quickly and in an entertaining manner. Marketers looking to capture a large, younger audience will have to start creating content for these types of platforms. Doing so effectively will become an area of specialized marketing expertise in its own right.

User privacy protections – a new marketing challenge

The new legislation in California, and the laws like it that are likely to follow throughout the country andlimit marketers’ ability to collect data as they did before. Automatic background data collection will become a thing of the past, and all information gathering will have to be done with the audience member’s express consent. Naturally, this means that marketers will have to develop ways to solicit that consent while respecting customers’ privacy and keeping them informed of their rights.

Marketing automation and personalization practicalities and affordability

Marketing automation and personalization are becoming the only ways to do digital marketing and social media marketing in the coming year. You may wonder what it will take to make the necessary adaptations.

Marketing automation platforms are nothing new, but they are rapidly developing in sophistication, with new features and add-ons being developed all the time. These developments are likely to pick up speed in 2021. The customer journey is becoming more intricate, with numerous touchpoints and metrics. Marketing teams will have to automate their analytics and responses to keep up. Outcomes and return on investment cannot be predicted and tracked manually anymore.

Automation is closely linked to personalization because the more you seek to create personalized communications for individuals and market segments, the more you will have to lean on machine learning to help you understand and speak to specific customer needs. Personalization and automation are thus growing together. You will not be able to personalize without automation. Customers will not engage with your content unless they can see its personal relevance. You will not be able to convey those personal messages across large audiences without automated gathering and interpretation of data.  

WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your SEO, social media and other digital marketing tactics and strategies.

SEO trends and statistics predicted for 2021

Marianna Muscat - Monday, April 5, 2021
SEO trends

Like all aspects of digital marketing, SEO does not stay the same for very long. Each year brings in a new set of trends, and you need to keep on top of them if you want to ensure that you keep up and improve your search rankings. Let’s take a look at some of the SEO trends and statistics emerging for 2021.

Compelling marketing and SEO statistics for 2021

To get the best idea of how digital marketing and SEO are changing during 2021, consider the following stats:

  • Between 2019 and 2020, 95% of organic traffic on Google in the US came  from mobile devices. Thanks to this, Google and other search engines have gone mobile-first in their ranking criteria. You should do the same with your SEO.
  • Voice search is on the rise. In 2020, 16.8 million voice search devices were shipped by Apple, Google, Amazon and others. This means you need to create more content for voice search and make better use of long-tail keywords.
  • Video content can boost your search engine rankings by as much as 157%.
  • 30% of mobile searches are related to location, which means optimizing your content for local searches is essential.

A broad overview of SEO statistics

The above statistics are just a few of the indicators that show us where SEO is going in 2021. In terms of implementing strategies for increasing your rankings, these stats mean the following:

  • While SEO for searches on desktop and laptop devices is still as important as ever, optimizing content and design for mobile is a critical goal for all companies in 2021.
  • If you have ignored voice search and video up to this point or treated them only as occasional add-ons to your SEO strategies, you need to know that you can’t afford to do that anymore. These two aspects of SEO need to move increasingly into focus over the coming year.
  • The best SEO comes from specifics: location-based searches and long-tail keywords that will serve both text and voice search functions.

SEO trends to achieve favourable marketing results

What are the SEO experts doing in the coming year to take full advantage of the trends and stay ahead of the curve? Here are three crucial tactics you must implement this year:

  • Focus on E.A.T, not just pushing the numbers: This is not necessarily a new trend, but it is increasingly important. The days of just throwing in the right keywords to boost your rankings are long gone. Your rankings depend upon the quality of your content. You must focus on developing material that is effective, authoritative and trustworthy (E.A.T) if you want users and search engines to pay attention to you.
  • Organize your content for passage rankings: Google will continue to rank your pages in their entirety, but it will also scan specific passages on each page for relevance in relation to search terms. You will need to continue optimizing each page, but you can take advantage of this new, deeper search methodology by organizing your content into focused sections. 
  • Focus on optimizing for video search: You can do this by improving the mobile-friendliness of your content, to optimize for Google Lens searches, and optimizing file names and alt text images. 

WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your social media marketing and SEO marketing campaigns.

How to Make Your Content Marketing Inclusive

Marianna Muscat - Tuesday, March 2, 2021
content marketing

When you create your content marketing, you risk losing business if you do not make a conscious effort to make it inclusive. Inclusivity and diversity are not just buzzwords. They are concepts that are currently dominating our social, political and academic dialogue, and influence your clients’ purchasing decisions. A 2019 consumer survey indicated that 64% of consumers take action after seeing an ad they regard as inclusive. If you ensure inclusivity in your content, you can reach new customers and stand out from the competition. In short, inclusivity in your digital marketing is good for your brand and for your bottom line. Here are four ways to make your content more inclusive.

1. Rethink the way you create content

In order to reach more people, stop and reconsider how you are communicating with your audience. Written content is still the most common form of communication, and Google’s search algorithms are still heavily dependent on text. However, you may be leaving out a large audience by focusing only on blogs. Video and audio content will reach those people who prefer to consume their content in this way, rather than reading, but these formats are more critical and inclusive than that. Captioned video content can bring your message to the hearing impaired, while audio content will enable you to reach the vision-impaired community. You don’t have to create new content for each format; you can simply repurpose the great content you already have. Think about your audience and your message and then diversify your platforms to reach more people.

2. Remember that inclusivity is about more than demographics

While it’s important to consider gender, race, age and other demographic factors, your content marketing should be far more detailed and data-driven. Research your audience deeply and then think about how to reach specific sectors of it. What does your research tell you about your customers? What are their values, habits and goals? You can then devise content that reaches them directly.

3. Use images to improve inclusivity

Most companies rely on stock images to add visuals to their online content. As a result, their choices are limited to what the various libraries offer. However, stock image creators are working to make their collections more diverse and inclusive. You can make your search terms more specific when hunting for images, to ensure that you make inclusivity a priority in your search. Add phrases like “African American”, “Hispanic”, “senior”, “gay” or “disabled” into your searches. The options you find will help you to add both diversity and inclusivity to your content. 

4. Be careful with your pronouns

Most bloggers use the word “you” in their content. This practice is generally good in principle because it makes the reader feel that they are being addressed directly. Things get a little more tricky when you need to use the third-person form to refer to a hypothetical person (for example, your customer). “He” and “she” are inherently exclusive and can make some readers feel as if your content isn’t taking them into account. Some people then use the plural form – “they” and “them” as a way of getting around this, which can be a good solution. 

WSI New Media Marketing is a full-service digital marketing agency in Greensboro, North Carolina. Contact us for expert digital marketing services, including content marketing and social media marketing.

Are Google ads worth the investment?

Marianna Muscat - Wednesday, December 2, 2020
Google ads

There is little point in having an amazing website if nobody can find it on the web. Yes, you can spread the word to family and friends and potential clients, but there could literally be thousands of others that would be using or buying your products or services – if only they knew you existed. This is where digital marketing and online advertising can help you.

What are  Google Ads?

Google ads (previously Google Adwords) is a PPC (pay per click) online advertising platform developed by Google, that allows you to advertise on a SERP (search engine results page) by paying for specific keywords that are pertinent to your product or service. Every second, there are around 2.3 million searches performed on Google, and most of the search results pages include Google ads that are paid for by businesses.  Of course, you could also get your business to show up on a SERP organically through SEO, and then your business or service would probably show up a little bit below the paid Google ads – which isn’t too much of a problem. So are Google ads really worth it then?

Pros

  • You can do location targeting and zero in on a specific area or niche
  • PPC means you only pay when someone clicks on your website or landing page
  • Easy to track ROI (return on investment) 
  • You can start, stop or adjust your bid at any time giving your business great flexibility
  • It allows you to advertise to thousands (if not millions) of people for a relatively low cost

Cons

  • Google ads can be hard to navigate so it is easy to make mistakes
  • Keyword pricing can be heavily influenced by the competition
  • Will need a great website or landing page
  • Ad campaigns need to be managed and adjusted to optimize results
  • May take a while to see long-term benefits

Website or landing page specifications 

If you decide Google ads would be good for your business,  you don’t want to be giving Google your hard-earned cash for nothing. Since you will be sending more potential clients to your website, make sure your website or landing page is easy to navigate, not confusing in any way, and very importantly, actionable. Increased traffic to your website does not automatically mean more clients, so make sure your web page keeps them engaged and motivates your audience to take action.

For cutting-edge digital marketing services and solutions to take your business to new heights contact WSI New Media Marketing in Greensboro today.

4 blog content marketing ideas for every business

Marianna Muscat - Wednesday, September 9, 2020
Content marketing

Keeping your blog posts fresh and informative can be easier than you think. As with most areas of content marketing, blogging doesn’t necessarily require you to draw new ideas out of the ether. Blogging is a means of telling your customers the ongoing story of your company. This story develops naturally as you go about your business every day. 

Armed with this ever-developing story, creating engaging blogs is then a matter of fitting the content into pre-existing paradigms and formats. These have already proven themselves reliable vehicles for marketing content, and offer you inspiration and a structure to help you organise and present your information. They are frameworks and general outlines, into which the story of your business can be molded. There is a saying among musicians that there are only 12 notes but thousands of ways of playing them. The same goes for blogs: there are only so many kinds of blogs, and the key to their substance, variety and level of engagement is your content. Here are four of the most popular blog post concepts or formats into which any business can fit their stories.

1. A success story

There’s nothing wrong with taking a moment to brag a little – provided you do it with style, of course! A well-chosen success story allows you to demonstrate how your products or services work in a real-world scenario. Pick an example, describe the salient details and use the moment to show, rather than tell your readers why they should buy your products.

2. An ongoing series on a single topic

Sometimes a single blog, consisting of a few hundred words, is not enough to communicate the information you want to get across. You may want to explore the background of your industry, analyse complex market trends, or expound on the many uses and benefits of a particular product line. The best thing to do – both for your sake and your customers’ – is to break it up into shorter pieces that you can publish over several weeks or months. It would help if you didn’t let this run on for too long, however. Strike a balance between detail and sustained engagement. 

3. A guide to common mistakes in your field

This is a very popular choice for almost all industries. Listicles that expound on the various ‘what not to dos’ of your industry enable direct and honest engagement with your readership, as well as the chance to present your business as a solution provider. You draw readers in with questions of how they could be doing things better – and then you provide the answers.

4. A spotlight on the latest trends

This is one of the simplest options. All industries are constantly shifting and evolving. If you take the initiative and use a blog to highlight your industry’s condition at any given moment, you present yourself as a business that has its fingers on the pulse. You can use the opportunity to tell readers how your products and services exemplify, take advantage of, or provide solutions for the current trends. 

If you are unsure how to tackle your blogging strategy, why not entrust it to the experts? WSI New Media Marketing in Greensboro is a proud member of the global WSI digital marketing family. In addition to building brands through content marketing, website design, mobile marketing and SEO optimization, we are also one of North Carolina’s top social media marketing strategists. Contact us and see what we can do for your brand and blog content.

5 Common PPC Mistakes Almost Every Business Makes

Marianna Muscat - Wednesday, September 2, 2020
PPC

Pay-per-click (PPC) advertising can be a potent digital marketing tool as long as you use it with clarity, intent, and to its fullest potential. However, this can be challenging at times because it is not an exact science. It can take a bit of trial and error to achieve a good return on investment. With some research and tinkering, you can reap excellent rewards – up to $2 in revenue for every $1 spent, according to Google. To fast-track this success, it is best to avoid these five common PPC mistakes.

1. Not paying attention to data

Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyze all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analyzing the data allows you to shift your strategy and spending to maximize your results.

2. Not using negative keywords

Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favor by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic.

3. Not using ad extensions

Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. As extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can.

4. Forgetting to bid on your own brand keywords

You should always run at least one campaign that is dedicated to your own brand keywords. The main advantages of doing so are that brand keywords are generally much cheaper, yield higher search scores and convert much better than generic keywords. By neglecting to set up brand keyword PPC campaigns, you miss out on opportunities to capture your market.

5. Targeting the wrong keywords 

Sub-optimum keyword selection is a mistake that many companies make in their search engine optimization (SEO) efforts. It can be particularly costly when it comes to PPC, as choosing the wrong keywords can result in either no hits at all or hits that don’t convert to sales, but which you still have to pay for. One of the best ways to target your PPC ads is with long-tail keywords. The main characteristic that distinguishes long-tail keywords from short-tail ones is that they usually consist of two or more words that resemble detailed queries. In contrast, short-tail keywords generally consist of single words or phrases without context. Using long-tail keywords will narrow your traffic considerably and help ensure that your PPC costs are worthwhile.

For an effective, error-free PPC campaign that gives you the highest possible ROI, it’s best to engage the services of a professional search engine optimization company. WSI New Media Marketing in Greensboro, a proud member of the global WSI family, is a digital marketing company with considerable experience and success in strategies such as SEO marketing, PPC, content marketing and more. Contact us for more information.

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