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What is Display Advertising?

Display advertising is the use of visual ads promotion across a variety of different websites to advertise whatever it is a business is trying to promote. Display ads can take the form of any visual aid whether it be an image or even a video. They are an effective way of promoting desired content as they stand out visually compared to normal advertisement methods. However, in order to be effective it is critical for the display ads to be positioned on a high-traffic website. This is because according to research, “only about 0.06% of people click on display ads“. There are an array of display ad networks for your ad to be displayed on however the largest network is most definitely the Google Display Network, known as the GDN for short. On the GDN there are “over two million websites and apps that reach somewhere in the ballpark of 90% of internet users“. This is why it is imperative for the advertiser creating the ad to make sure the ad is appealing to the desired target audience. 

Display Advertising vs PPC

The pay-per-click or PPC model is “a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked“. This is different from the display advertising model in several ways. For one, the display advertising model is actually less expensive than the PPC model. This is because since PPC is on a per-click basis, for the high-traffic sites it would be incredibly expensive to maintain this model. The display model is also based on clicks too but since the target is high-traffic websites, the cost per click is significantly less. Another difference between the two models is the cases in which they are used. Display advertising is more beneficial for brand awareness as it will reach a larger audience than PPC most likely. As for the PPC model, it is best to use this when selling individual products as you need to make a profit off of the overall amount of clicks from the target audience due to the higher costs being invested. 

Types of Display Ads

There are two types of Google display ads that are used to create visual advertisements. Those ads are “responsive display ads and uploaded image ads“. The more common of the two ads is definitely the responsive display ad. The premise behind responsive display ads is that the advertiser chooses a variety of different images and writes a headline and description for the ads. The google ads system then automatically creates an array of different display ads and after testing determines which combination of pictures and heading/description produces the best results in terms of consumer engagement. That is the ad that is then used on the other pages within the GDN. The other type of Google display ad, the uploaded image ad, is used by advertisers who want to design every aspect of their ad. The uploaded image ad is created in another design platform and then uploaded into the Google ads database which then gets placed onto the pages within the GDN. It is much easier to use the responsive display ads feature however people who want more control over the content of their ad will typically opt for the uploaded image ads feature. 

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Also, make sure to check out articles on biddable media best practices and techniques + search marketing strategies for Michigan businesses!

What is Paid Search and Why is it Important?

Paid search is a feature of Google Ads that allows a marketer or anyone for that matter to create an ad for their product that will be amongst the top results generated by a search engine results page, commonly referred to as SERP for short. Paid search results are automatically given a higher ranking on the SERP than the normal organic search results which are of course not paid for. There are many types of paid search ads that one can conduct to boost their rank. Paid search is important because it allows users of the tool to rank more highly on SERPs leading to higher customer traffic and higher conversion rates.

Keeping Tabs on Paid Search

As mentioned previously there are multiple ways to go about operating a paid search ad. No matter which way you choose though, you have to make sure that you are constantly checking on it. Paid search ads require consistent management in order for them to be most effective. That means any updates in pricing, promotions, or even product updates should all be reflected on the paid search ad of your choosing. 

So What Exactly is PPC?

By far the most popular paid search ads method is what is known as pay per click, or PPC or short. The PPC method is “a model of digital advertising where the advertiser pays a fee each time one of their ads is clicked“. The reason businesses choose this model to advertise with is because they believe that the rise in the search rankings that is being exchanged for this cost will bring in positive revenue for whatever they are promoting. The advertisers do not have to make any payment to Google until the customer clicks on the ad. PPC is most commonly conducted through the Google Ads platform. Google Ads has an efficient model to use that allows the advertiser to see all the financial statistics behind the paid ad. PPC ads can take many different forms as they “can be made up of text, images, videos, or even a combination“.

Keywords and PPC in Google Ads 

Keywords are still important even when using paid search and PPC. You have to understand what keywords you should build your ad campaign around and how each keyword can bring in a different audience. This is because you have to place a bid on each individual keyword of the search page that your ad is being advertised under. It may be common belief that the objective is to go for words that are most relevant to your search while also having the highest amount of traffic on their search pages however this is not exactly true. In actuality, there are two factors that you have to take into account. Those factors are bid cost and keyword competition. Keywords with the most search traffic are typically the most expensive per bid while also having the most competition in regard to who is trying to buy the rights to advertise under the SERP. What an intuitive marketer would do is prioritize relevancy while also finding bids with lower costs and lower competition. This would give them more opportunities to have their ads seen under a larger array of SERPs while still having a sizeable amount of customer traffic.

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What is Offsite SEO and Why is it Important

Offsite SEO includes everything that a website builder can do outside of altering their own webpage to raise their site in the search page rankings. For offsite SEO it is very important that your website is seen as one that is high quality because that will affect your rank. Credibility with a growing audience typically equates to high search rankings making it a major priority for offsite SEO. The three elements that constitute this credibility factor are “relevance, trustworthiness, and authority”. What this means is that being an established brand that also keeps relevancy with the changing technological times while also proving to be factually correct is critical in contributing to SEO.

Three Tips to Improve Offsite SEO:

1) Utilize Social Media: To get your website out to your desired audience you need to promote it across a multitude of mediums. Luckily, social media is readily available to anyone and everyone with access to technology. Platforms such as Instagram, Snapchat, Facebook, and the rapidly rising TikTok allow people to promote any sort of content that they please as long as it follows the guidelines of the website. Because of this, you should use these platforms to get the word out regarding what your website provides and how you are different from the competitors. Social media will never stop growing so the more you learn regarding how to use it to advertise the more you will see engagement with your website grow. This tool can help boost the relevancy of your website tremendously.

2) Partner Up: Relationship building with other companies helps build up the authority you have compared to your competitors. The more established you become the more opportunities you will have to increase your social network. You can increase the relationships within your social network through an array of ways. Things such as making blog posts for other websites, backlinking between one another, and even just providing any form of digital content in general to strengthen each other’s websites will help increase SEO for both websites. Posting each other’s links across different mediums and even within each other’s websites will surely increase website traffic.

3) Learn about Link Building: Link building is a very simple concept and we have even mentioned it already in many different ways. However, the official definition of link building is that it is “the process of acquiring hyperlinks from other websites to your own“. It is beneficial for search ranking if your website has your website’s link embedded into the content of multiple websites pointing consumers toward your page. However, there are many factors to take into account regarding this idea. Firstly, the quality of the website directing traffic to your site is important. It is not all that meaningful if a small website with low relevancy has your link included on its page. Instead, it is better for the website linking your page to be relevant and high-ranking. Also, it is important for the website linking your page to be topically relevant to the content of your page. This is because if traffic being directed your way has no interest in the content of your page in the first place, they will not continue to engage with the website. Taking these factors into account, if you are able to properly understand and incorporate the process of link building into your website, you will surely see a beneficial effect on SEO.

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What is Onsite SEO and Why is it Important

Onsite SEO is the SEO method used to improve one’s own page in order to allow their website to rank higher on the search page. Every element of your website can contribute to how high your website ranks. Of course, the ultimate goal is to rank at the top of the search page and that is dependent on how well you structure your website. This article will elaborate on some different ways to improve the structure of your website and what you should specifically prioritize in order to obtain a high search page ranking.

Seven Tips to Improve Onsite SEO:

1) Improve Quality of Content: This is in many ways the most important element to focus on for onsite SEO. Content that is relevant to user searches will bring in more traffic than any page alterations you can possibly do. This is because if users find your content to be useful, they will be more likely to recommend it across more platforms which will lead to more engagement and a higher likelihood of interactions from a wider audience base. In an effort to keep the website relevant, it is also best to make sure to regularly update the content of the page. This will keep you more relevant which is necessary for the ever-changing user searches.

2) Include Keywords Frequently: It is important to think in the eyes of the consumers searching the internet. You must be able to anticipate what searches would lead them to your website. With this in mind, you must include these searches or keywords throughout the entirety of your page. Focus on these keywords and center the content of your website around them. Also, something to take note of is “if you want to rank for multiple keyword phrases with your website, you will need to make a separate webpage for each keyword phrase you are targeting“.

3) Keep URLs Simple: Your website’s URL should be very concise and also easy for the user to understand what they are clicking on just from reading it. This means that you should most likely include a keyword in the URL if you want user engagement from that keyword search.

4) Make Title Stand Out: Just like the URL, your title should also make it clear to the user what your website entails. You also have to make sure that your title stands out compared to the other websites that rank on the same page. As the title is the first thing the user sees when the search page is loaded, make sure to have a keyword-inclusive title that is also unique from other websites.

5) Have a Convincing Meta Description: The meta description is the website description users see directly on the search page under each link. Here it is especially important to use keywords “because Google bolds terms that match the person’s query“. This will make the description stand out bringing more engagement to your page.

6) Internal Linking is Important: Linking other web pages within your website incredibly important. It allows you to build connections with other websites and will bring in more users from those websites. The links from other websites you incorporate into your page will higher the ranking of not only your page but their page as well. Linking keywords is especially important too as it will greatly help with SEO.

7) Use Relevant Images: Images that are tailored to what your website is based around can be great for SEO. While stock images may seem to be sufficient this is not the case as “those stock images might be hurting your SEO“. Using original images with your own branding will allow you to bring in more search traffic due to the consumer base that comes in from the image section on search engines such as Google.

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Also, make sure to check out articles on biddable media best practices and techniques + search marketing strategies for Michigan businesses!

Impact of Market Research

Every marketer’s goal is to attract new customers to whatever they are advertising or campaigning for. No matter how it is they are promoting though, whether physically or digitally, there is required research that has to be conducted analyzing customer preferences and habits. This is what is known as market research. Market research gives the marketer necessary statistics and information to better understand how the consumer reacts to different elements in the market and how they can better direct their promotional tactics to better attract said consumer. Market research is the overall term for how the marketer understands the consumer however there are many different elements to consider. As mentioned earlier, you have to know whether you are promoting physically or digitally. This will then allow you to determine what exactly you are looking to analyze within the market. This will then allow you to determine how you can best develop your marketing research plan to properly advertise. These elements are all very crucial in determining how to conduct the necessary market research. Physical mediums for market research include surveys, consumer testing, and even focus groups. Physical market research is very straightforward and easy to conduct. However, digital mediums for market research are much more difficult and require more analysis and insight. The digital market research medium we are going to elaborate on in this blog is keyword research. We will be taking an introductory dive into what keyword research is and how it is important for understanding consumers.

What is Keyword Research?

So, what exactly is keyword research? Keyword research can best be defined as “the process of discovering which words and phrases your target audience is using to search for websites and answers to questions on search engines“. Every day billions of searches are conducted across search engines such as Google, Bing, and DuckDuckGo just to name a few. The search queries that you type into the search bar are the words and phrases being analyzed in keyword research. These queries are what are known as keywords. Keyword research is used to understand which keywords generate the most traffic and how to advertise towards those searches. All in all, it allows you to budget your marketing plan for digital advertising as efficiently as possible. 

Why Keyword Research is Important?

Keyword research is an incredibly important element of digital marketing. Keyword research is a fraction of an overall concept known as search engine optimization or SEO for short. By definition, “SEO is a process by which you can make research-based decisions to create new content, optimize existing content, and run effective paid search campaigns“. Basically, SEO is the process of using the customer input entered into different search engines to alter your marketing campaign and increase search traffic in your favor. Keyword research itself is important because it allows you to see the keywords with the most searches and allows you to show how much it would cost to bid for the rights for your advertisement to rank more highly on the search page. It also allows you to see the related keywords that potential customers search for the topic you are advertising for and how those trends change over time. Overall, keyword research benefits marketers by allowing them to see different trends in the digital market which is necessary for these evolving technological times. 

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