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Digital Assistants: Taking Search Optimization to a New Level

First and foremost, when we talk SEO (Search Engine Optimization), we tend to instantly think of Google and other search engines such as Bing and Yahoo. However, there’s actually much more to SEO. The practice covers optimization for anything and everything that is heavily designed around search. This includes vertical search such as Indeed, Yelp or even YouTube.

All of these, when you really think about it, appears as a website with a sophisticated search function. What new age SEOers probably want to keep at the top of mind is the most basic meaning of SEO. When you do so, you’ll quickly realize there are other types of search engines appearing on scene that shouldn’t be ignored: Digital Assistants – aka, Siri, Google Now, Cortana, Facebook M and Alexa.

digital assistants
image source: CNN Money

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The Great Digital Marketing Leap of 2015

The fruitful productivity of the first 6 months already passed and agencies are still busy keeping up with new trends and online marketing techniques!

A recent infographic by the Digital Advertising Association (Thailand) (DAAT) revealed a giant leap in the digital marketing world. Apparently, the advertising budget on digital media is predicted to jump by 62% this year, which equals to 9,869 billion baht. The research was conducted based on data collected from the top 20 agencies in Thailand. In these latest figures, we see that Facebook ads and instant messaging are added.

2012-2015 digital spending

Credit: daat.in.th

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Native Advertising: What Yahoo Discovered.

yahoo native advertising

As part of its growth strategy, Yahoo is heavily emphasizing native advertising via its Gemini platform. According to Yahoo, Gemini is the first unified ad marketplace for mobile search and native advertising.

If you were wondering how well native advertising might perform, these numbers from Yahoo may shed some light.

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[Infographic] Retargeting: The 7 Must-Know Facts

Ever wonder if you should invest in retargeting ads? Perhaps considered allocating your marketing budget to test retargeting? Here are 7 stats that shows just how powerful banner retargeting is and why it’s the next big thing in online advertising.

retargeting infographic

The key statistics/take away from this retargeting infographic:

– Consumer’s reactions to online ads show that 30% are positive, 11% negative and 59% neutral.

– Retargeted ads led to a +1046% increase in branded search.

– Web visitors who have been retargeted with display ads are 70% more likely to convert

– Websites see a 726% lift in site visitation after 4 weeks of retargeting exposure

– Retargeting can increase conversion rates by as high as 147%

– 72% of online shoppers are likely to abandon their carts before checking out. Without retargeting, only 8% of those customers return to complete their transaction.

– 67% of online advertisers are now using FBX exchange for retargeting.

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7 PPC Must-Dos

By | Jun 16th, 2014 10.35 AM | View all posts in Blog Digital Marketing Search Engine Marketing Tips & Tricks

PPC (pay-per-click) has been around for a long while but to say that it’s just ‘paid ads’ is erroneous and a huge understatement. Although, you do pay for every click that happens on your ad in the search engine’s result page, there is so much more to it than that. If you’re simply keying in keywords that you think people might search for, followed by throwing in a few ads and setting your minimum bid, then you’re missing out on a lot of traffic. What’s more to it than that?

Alot.

#1 – Referring to Google AdWords, let’s start with the first must-dos. Are you using review extensions? If you’ve vaguely heard about it but you’re not yet using it; then it’s high time to consider. Some research has shown that you could boost your site’s visitors by as much as 66% with AdWords review extensions. The process itself is relatively easy.

#2 – Besides reviews, are you using sitelinks? Site links are more than what they sound like; consider them extra ad space for your call-to-actions, and do use them. The character limit for ads is already super short as is. Instead of trying to squeeze everything into the ad copy, use sitelinks for your call-to-actions.

#3 Increase your PPC Budget. If your PPC campaign is yielding and showing a healthy ROI, consider scaling it. By increasing your budget, you are increasing not just your returns by scale, but in proportion, your ROI would increase as well. Here’s a sample calculation from huffingtonpost.com.

Before budget increase:
• $1,000 monthly AdWords budget
• Average cost per click (CPC) of1.50
• Number of monthly visits = 667
• Conversion rate = 1%
• Revenue per conversion =500
• Total conversions = 6.67
• Total revenue =3,335
• ROI = 235.5%

After increasing your budget:
• $10,000 monthly AdWords budget
• Average cost per click (CPC) of1.00
• Number of monthly visits = 10,000
• Conversion rate = 1.5%
• Revenue per conversion =500
• Total conversions = 150
• Total revenue =75,000
• ROI = 650%

#4 – Optimize your landing page well. If you were to click on a PPC ad that shows a deal for 50% off the original price, clicked on the ad and arrive at a landing page that shows 25% discount; that is just a turn-off. It’s not simply the lower conversion rates caused by misleading ads, but it puts a bad impression on your brand.

#5 – Test, test and test some more. Testing is simply a must. The most simple test being A/B testing for your ad copies. If say, ad A is running at a click rate of 20%; which you’re happy with. Don’t just leave the ad running, do consider testing. You might find that ad B could give you a click rate of as high as 40%.

#6Change your ads frequently. If you leave the same ad running for a long time, search users will get use to the ad. Some people call it banner blindness because after seeing it over and over again, the psych just automatically filters out the ad; pretending it’s not there.

#7 Consider to lower your click rates for a change. Contrary to beliefs, paid advertising is not always about how many clicks you could get. Clicks are not a measurement of ad success. Lots of clicks that do not convert are basically spendings to be covered by your business. A good ad should also encourage the traffic to seamlessly travel all the way to the checkout page. For example, instead of an ad that reads, “Instant Download”, change it to “Instant Download for $200.” You immediately filter out part of the irrelevant traffic from doing this.

Source: acquisio.com, huffingtonpost.com

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Content Strategy or Digital Strategy Comes First?

I recently came across this question posted by a fellow online marketer; which is actually a really good question: “Which do you think comes first? The content strategy or the digital strategy?”

digital strategist versus content strategist

Here’s what someone who works at a Digital Marketing Company in Asia might say: Neither.

They should come together. It’s no different from offline marketing. If you have the marketing materials but no marketing strategy, then the materials become useless. If you have a superb marketing strategy but no materials, then the marketing strategy becomes useless as well.

Some might say if the digital material (content) is great already, it will take off on its own. This isn’t quite true. A digital marketing strategy is needed for initial discover-ability, be it via PPC, social networks or advertorials. Now if you step over to the strategy side of things and design a great geo-targeting strategy for PPC, you would expect the results to be as great right? But what if the ads aren’t as powerful? No call-to-actions? Doesn’t stand out from the crowd?

Ideally, the content strategy and the digital strategy should work together in parallel. Teamwork.

As the strategist designs regional targeting, the content person needs to know how the strategy develops while they prepare the ad material. Vice versa, while the content person prepare the ads, there are some terms and phrases that might be more common for some countries and not for others, hence the strategist would need to accommodate these keywords and map them to the right countries well.

The right content that reaches the right target audience at the right time; is actually fairly easy to achieve. All you need is close collaboration between the content and digital strategists, for all areas of digital marketing.

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Top 5 On-Page SEO Must-Dos for 2014

By | Apr 11th, 2014 04.29 AM | View all posts in Blog Search Engine Marketing Search Engine Optimization

As the year 2014 continues unfolding, business owners are recognizing that employing effective on-page SEO techniques is still a critical factor that can determine their search ranking in major engines such as Google, Bing, and Yahoo. With this idea in mind, you may find it helpful to review this list of top 5 on-page SEO must-dos for the year:

Top 5 on-page seo must do's

 

Image source: designweblouisville.com

1. Great Content.

Although this on-page SEO must-do may seem trite or obvious, it really isn’t. Content is still king and many website owners are still failing to acknowledge the truth of this statement. In order to ensure that your website can catch and keep the attention of your audience, it is important that your blogs, articles, and product pages are full of lively, informative content. In general, academic language should be kept to a minimum and paragraphs should be no longer than five or six sentences. Additionally, the content should be clear and concise rather than wordy and convoluted. 

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