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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.

How to Increase Web Traffic Through Social Media

Marianna Muscat - Monday, July 6, 2020
social media marketing

Securing the services of a top social media agency is one of the most important things you can do for your brand. People have probably told you a thousand times that you need a social media strategy to drive traffic to your website. However, do you know how it actually works? How do you convert Tweets and Facebook posts into website traffic? How can you make your social media posts count? Here’s what you have to do to increase traffic to your website by way of social media.

Start with your profile

Before you do any posting on Facebook and Twitter, make sure you have filled in your bio, company page, or About section correctly. This is where many people will first become acquainted with your brand, so you need to ensure that you make a good impression. Also, don’t forget to add a link to your website. As people read about you for the first time, they can click back to your website and get more information. Whether or not this person turns into a customer, they automatically one more visitor to your hit count.

Promote your blog

You may have a great blog with informative, entertaining and topical content, but it’s no good if nobody reads it. You can’t expect to maximize visits to your blog through SEO alone. Social media is the most essential and most effective way to draw eyes to your blog. 

Allow readers to share your content

Now that you’ve attracted readers from social media, let them help you reach even more new audience members by embedding a social sharing tool on your pages. This allows them to easily pass your content on with a single click.

Pay attention to your audience’s habits

It’s no good posting great content when your target audience isn’t even on social media. Find out the peak time of your audience – the time when they are most active – and schedule your posts to go out during those times. This requires a little trial and error and guesswork at first, but you will soon be able to see when your audience is most active. You can make use of free tools such as Followerwonk to help you with this research.

Focus on visual content

People would much rather watch a video or quickly scan a GIF or meme than read a lengthy article. So make sure you hold their attention by posting visually oriented content. It doesn’t have to be only pictures, but it’s best to cut back on the text and add in more visuals. Even if you do post links to articles and blogs, make sure they have a picture to attract attention.

WSI New Media Marketing is a proud member of the global WSI digital marketing family. In addition to building brands through PPC advertising, website design, mobile marketing and SEO optimization, we are also one of North Carolina’s top social media agencies. Contact us and see what we can do for your brand.

Social media marketing: Facebook Ads Best Practice

Ken Bowden - Monday, June 15, 2020
facebook ads

Facebook ads are a crucial part of any social media marketing strategy, and as a social media marketing agency, WSI New Media Marketing in Greensboro, North Carolina, has a lot of experience with Facebook advertising. With the complexities behind Facebook Ads, it is increasingly important to understand what you’d like to accomplish with your advertisements on Facebook and how to best achieve the goals you have set for yourself. 

5 Best Practices for Your Facebook Ads from a Social Media Marketing Agency 

1. Set the correct goals to drive value 

With so many different advertising objectives available to your business, it can become difficult to pick the correct goals to aim for in Facebook advertising. The best plan is to determine which goals will produce the most value for your business, and aim for those objectives. Value-driving objectives no longer just include likes on your page or clicks to your website but should include conversions and brand awareness. Being popular on Facebook may help your business to reach more audience members, but if those views don’t convert into sales, they are not worth the advertising budget. 

2. Make use of Facebook’s Placement Optimization 

Placement options on Facebook include Facebook and Instagram feeds, the Audience Network, and Facebook Messenger. If you choose to activate all the placement options available to you, the Facebook Ad platform will learn which placements are the best at achieving your objectives in a cost-effective manner, enhancing your campaign performances without all the research effort from your side.

3. Choose the Campaign Budget Optimization option 

Similar to the Placement Optimization process, the Campaign Budget Optimization lets the Facebook Ad platform find opportunities to achieve your set goals across your ad sets and give priority in the budget allocation to the ads that are performing well. This option takes away some of the control you have over your ads but can help you to spend your budget more effectively across your Facebook Ads. 

4. Understand when broader targeting might be better 

For a long time, Facebook Ads that targeted small, niche groups performed better than broader target groups. Due to the increase in targeting and competition, it may cost more to target a smaller group with your Facebook Ad. This aspect of the Facebook Ad platform makes it crucial to understand when targeting a broader audience may be more cost-effective. If you’re trying to make your budget go further, set your audience broader so Facebook Ads can reach different people at a lower cost. 

5. Create for mobile, always 

The statistics for mobile use of social media platforms alone should indicate that mobile-first creation is key to achieving success in social media marketing. If your advertisement doesn’t load correctly on a mobile device, it won’t go down well with social media users. 

If you need assistance with your social media marketing, SEO optimization, and Facebook Ads, contact WSI New Media Marketing in Greensboro, North Carolina, your local SEO company and marketing agency today. 

Use The Right SEO Tools To Audit And Monitor Website Performance

Ken Bowden - Monday, April 8, 2019
Search Engine Optimization

If you are paying for SEO services and putting in that extra time and money to up your rankings, it is important to find a way in which to monitor your performance and see which tactics are paying off. Doing this manually can take a very long time. Hence, the reason why most business owners will utilize SEO optimization tools instead. The good news is that these not only don’t have to cost a fortune, but they are also usually very easy to use. Below, we take a look at some of the best options currently available to you as well as why your organization should be using them to your advantage.

 

This tool is your go-to when it comes to keeping track of your website’s backlinks, which is an imperative part of SEO. Every business should have a decent mixture of follow and no-follow links, as well as anchor texts and links to your website from other websites in order to make a difference in your rankings. Open Site Explorer provides information regarding your website’s domain authority, along with the number of backlinks that your website has accumulated and where they come from. It also offers advice regarding link building opportunities going forward.

 

Did you know that your bounce rate has a tremendous effect on the way in which Google recognizes your page? A website with a high bounce rate will notice a knock in its rankings over time. CrazyEgg has been designed to help you keep track of this bounce rate and user behavior on your site in general. It is essentially a heat-mapping tool which shows you exactly how far people are scrolling down on a page, how long they are spending reading what content and where they are clicking. This gives you a good idea of where to spend most of your time making improvements in order to maximize user experience and, ultimately, boost SEO optimization.

 

When it comes to the technical elements of your website, such as response codes and missing image alt text, Screaming Frog is your best friend. With this tool in your corner, you’ll know exactly how well (or how poorly) your site is performing from a technical SEO perspective. The tool will also provide helpful advice in terms of how to go about fixing various issues.

Looking for world-class SEO services, including link building services to soar your way to number one on Google? WSI New Media Marketing can help! Contact us today for more information about our offering.

Does Google Think Your Website Pages Are Low-Quality? Here Is How To Tell:

Ken Bowden - Monday, February 4, 2019

web page

A sad fact is that there are many underperforming business websites out there. If Google thinks your website pages are low-quality, then you are going to struggle to not only get your website found, but also to get your phone ringing.

As an SEO services provider, we have come to realize that many people think that more content on their website is better, but this is not the case. If your website is filled with low-quality content, then even if there is lots of it, it will send a really bad quality signal to Google.

If, for example, you are answering commonly asked questions in the form of a blog post, but the content is poorly written and people quickly click away from the page, Google will notice. Google is very focused on the user experience and they keep track of how people interact with the content on your site. If you have authoritative content on your website, then you will have a higher chance of sending positive signals to Google.

The best way to determine a page’s quality is to focus on engagement metrics such as the following:

  • Total visits,
  • Internal and external links, and
  • Pages per visit. For instance, if a website visitor clicks through to other pages, then it is a good sign.

Some of the offsite metrics that you can measure include:

  • Page authority, and
  • Social shares.

Google considers a number of factors when determining the quality of a page. They are:

  • Unique content (including unique words, phrases, and sentences),
  • Links to the page,
  • Links from high-quality websites to your pages, and
  • The Page Answers the Query:

Google can determine whether your page answers the searcher’s query by analyzing the journey the searcher took to find your website. If the searcher enters a query into Google and finds your page, then goes back to Google with a completely different search term, then they will deduct that the information on your page answered the searcher’s query.

WSI New Media Marketing offers SEO optimization and link building services in Greensboro, North Carolina. Contact us for more information today.

Here Is What Your Social Media Marketing Plan Needs for A Successful 2019

Ken Bowden - Monday, January 14, 2019

Social media marketing

Dominating social media is about so much more than simply posting regular updates and replying to any engagement from your followers. The secret to making a real, lasting success of your social media efforts is to create a comprehensive social media marketing plan. Here are a few things that the New Media Marketing team thinks every social media marketing plan needs in order to be successful:

  • Clear Objectives 

You need to be very clear about what it is that you want to achieve through effective social media marketing:

  • Do you only want to make your business and brand more visible online?
  • Do you want to influence people?
  • Build trust and credibility?
  • Let your customers talk about your brand?
  • Increase engagement and build your following?

It is very important to decide on your objectives before you decide on which technologies to use, or which trends to embrace. Clear objectives will also help to make your success and ROI measurable.

  • Paid Advertising 

While it is possible to make waves on social media without spending a thing, it requires a lot more hard work and dedication. Paid advertising helps to increase your reach, brand visibility, and engagement levels a lot faster – and you can target specific markets according to demographics, location, interests, online behavior, and more.

  • Live Streaming 

Live streaming came into its own in 2018, and it is still one of the biggest social media trends this year. Wondering when would be a good time to try it? Live streaming works great when used during events as it allows those who are not there to tune in regardless. This is especially beneficial if you are promoting something at your event and want as many people to know about it as possible.

  • Instagram 

Think that Facebook and Twitter are the only social media platforms to include in your social media marketing plan? Think again! Instagram provides plenty of opportunities for businesses to make their mark and improve their following. Instagram provides users with clickable links that can direct them to other social media sites as well as your company web page. This level of interaction is beneficial, as it extends your reach into every facet of your target market and attracts more traffic, which will contribute to your website ratings and stand you in better stead when it comes to search engine rankings.

Are you looking for professional assistance when it comes to perfecting your social media marketing plan for 2019? Then look no further than New Media Marketing. Contact us today to learn more about our social media and mobile marketing services in North Carolina.

Digital Marketing Trends for 2019 from Top Social Media Agencies!

Ken Bowden - Wednesday, January 2, 2019

2019

Are you keen to learn more about the upcoming digital marketing trends in 2019? Whom can you trust to know exactly what is to come? Well, the top social media agencies, of course. Here are our predictions for digital marketing trends in 2019, as well as some helpful tips for putting them to use within your organization:

  • Virtual and Augmented Reality 

Virtual and augmented reality definitely are not newcomers to the digital marketing world – but it really looks like they are here to stay. Did you know that both markets are set to surpass $298 billion by 2023?

  • Voice Search 

One of the biggest considerations, when it comes digital marketing, is ensuring the best possible rankings and SEO optimization for your company’s website. That is why we always need to concern ourselves with how our potential clients are searching – whether it is by using Google or other search engines. According to industry experts, 2019 is sure to see a drastic increase in voice search queries. In fact, the figures are already astounding. For instance, one-third of the 3.5 billion searches performed on Google every day are voice searches. How do you cater for this? Simply start including long tail keywords and questions in your content. That is because when people voice search, their queries are usually a lot longer and more detailed.

  • Chatbots 

Ask any of the top social media agencies out there, New Media Marketing included, and they will tell you that the most crucial aspect of social media marketing is implementing an ‘always-on’ approach. Now, unless you plan to man your company’s social pages all day and night, the only way to do this is with a bit of help in the form of chatbots and automated messaging. Most website design companies will be able to implement a chatbot as part of your website design. Personalized responses are a big plus when it comes to using the latest chatbot technology. Thanks to machine learning, chatbots can be designed and developed to give people very personalized responses. Many times, people mistakenly believe they are chatting with a real person. While the idea is not to mislead anyone, you can ensure that customers are being helped in a conversational, individualized way thanks to Natural Language Processing.

Another benefit of chatbots? They allow you to gain actionable business insights. With chatbots, you will have digital assistants who are gathering huge amounts of data about your customers. You will be able to pick up on trends and issues in real time, gain actionable insights, and incorporate these insights into your business strategy and digital marketing strategy.

When it comes to digital marketing, including pay per click (PPC) advertising and mobile marketing, look no further than New Media Marketing. We are one of the top social media agencies that will be there to help you embrace each and every trend that 2019 brings with it. Contact us today to learn more.

Social media influencers: What are they and why do they matter?

Ken Bowden - Monday, July 2, 2018
Social-Media-management

Social-Media-influencers

Many of the top social media agencies already know that having social media influencers as part of your digital marketing arsenal is one of the best ways to help their brands break free from the noise. Whether you are selling a product or service, working with social media influencers is a great way to help you elevate your message above all the noise.

A social media influencer is someone who creates content and has a following in a specific niche. Many times, these influencers build their target audience by providing authentic advice, interesting opinions and breaking news within a certain sector.

Take a social media influencer who blogs and tweets about makeup, for example. This influencer may have started a blog and YouTube channel to give people makeup tutorials. By posting interesting and unique content, she could have built up a following of hundreds and thousands of loyal fans who are keen to consume her content and listen to her product reviews. A company selling makeup or beauty products could greatly benefit from getting this influencer to review their product or post a tutorial on how to apply their brand of product.

In this case, the beauty company (or the company’s PR or social media agency) would reach out to the influencer, pitch their product, and hope that the influencer would want to partner with them and review their product in a post. In the past, social media influencers may have been willing to post branded content without expecting monetary compensation, but the social media landscape has changed significantly over the past few years. If free products don’t compel an influencer to write about your products (and it usually doesn’t), then the beauty company would pay the influencer for their effort as well as for the value they receive from getting positive PR in front of their audience.

Social media influencers matter because people trust them. It’s one thing for a company or brand to say their product is great and works miracles, but it will have a completely different effect on your target audience if a trusted, reputable social media influencer gives a raving review about the product.

Many times, social media influencers will include the word “Sponsored” or “BrandedTweet” in their updates to let their followers know that they are being paid or receiving some type of reimbursement for their review. This doesn’t take away from the fact that they still endorse the product – it’s only to ensure total transparency with their target audience.

It’s important to do your research and find good social media influencers to partner with. As a leading web design and social media marketing company, WSI New Media Marketing can help make sure you are partnering with the right influencers. Contact us for more information today.

Tips to help you manage multiple social media accounts

Ken Bowden - Monday, June 18, 2018
Social media

Social media

As a social media marketing agency, we know that executing a high impact social media campaign and managing a company’s account can quickly become an all-consuming job. Where things get really tricky, though, is when you need to manage multiple social media accounts.

It’s not only social media managers who need to manage multiple accounts. Companies who have very different audiences and products often have different social accounts so that they can segment their audiences and provide relevant content to their different types of consumers. Here are a few tips to help you manage social media accounts.

Document your strategy for each account

Without a proper strategy and style guide, you can easily start to get the type of content and language that you need to use on each account mixed up. Make sure you have a solid strategy in place and that everything from passwords and login details to the type of content you plan to post on each channel is documented in a central location.

Use a social media management tool

If you’re managing multiple accounts, you will need to invest in a social media management tool such as HootSuite. Social media management tools make it easy to keep track of multiple conversations, brand mentions, and messages between all your accounts.

Create a content calendar

You need to have an editorial plan for the content that you are going to post on the various profiles that you manage. A content calendar for each brand or product will give you an overview of the themes, promotion dates, relevant holidays and the type of content you are going to post each week. This way, you don’t have to start searching for something to post each day.

Monitor and connect

Your target audience will be engaging with you on your social media profiles so make sure you are responding to questions and queries in a timely fashion. Monitor your mentions and messages so that you can get back to people within three or four hours. Also, keep an eye on relevant industry keywords and hashtags so that you can join conversations and engage with your target audience.

Need help with your social media marketing strategy? Then contact WSI New Media Marketing today.

Go Digital with Your Marketing Strategy This New Year – And Grow

Ken Bowden - Monday, January 8, 2018

Any company’s marketing budget is a closely monitored part of their business expenses. Whether you are a large company with a lot of leeway in terms of marketing or whether you are a young, small business that is looking to get your name out there, digital marketing should be a crucial part of your marketing spend.

Year-on-year annual growth starts with investing in the right tools and vehicles to boost sales. Product innovations, production optimization, and distribution channels do play a big role in making and saving money. But, few things can increase your turnaround as effectively as a well-thought-out and executed digital marketing plan. If you are not already convinced that you should go digital with your marketing strategy this New Year, then here are a few other important factors to keep in mind:

  • Quick-To-Market Solutions

With digital marketing, you can take advantage of unplanned opportunities in your industry. While traditional, above-the-line marketing has its advantages, consider the costly consequences of having stacks of brochures and print ads that are no longer relevant. Or the considerable costs of investing in a television advertisement production only to learn that you could have invested in a much more timely and relevant campaign once it has aired. With social media marketing, content marketing, online communities, and mobile media marketing, you can get your message to the right people at the right time at a fraction of the cost.

  • Targeting the Right People for Less Money

Search Engine Optimization is one of the best ways to make sure that Google users are able to find the products and services they are looking for online. Even if you are in a particularly competitive industry, experienced digital media consultants can refine the keywords that you are using to include specific geographies and long tail keywords that will appeal to a hot lead at the right place and at the right time.

  • Measurable Results

With digital marketing, everything can be tracked and measured. If you have clear goals, then a digital marketing consultant will be able to set up analytics and provide reports showing you how you are progressing in achieving these goals. Instead of assuming that your phone is ringing as a result of the billboard space you have purchased, website analytics and Click Through Rates can show you exactly how your digital marketing strategy is performing and how you can improve on it.

WSI New Media Marketing is a full-service digital marketing agency and is one of the top social media agencies around. We will help you achieve your business goals with a range of digital marketing solutions. Book a consultation with us today.

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