Remember the saying, "Don't put all your eggs in one basket"? Sound advice, right? It was then, and when it comes to marketing budget management in today's digital world, it still is! Unfortunately, there is so much more going on today than there ever has been. Can you imagine running a business back before the internet where you had maybe three or four places where you could invest your marketing budget? You could run an ad in the local paper (after all, who was going to buy your product from the next town over, let alone the other side of the world?). If you have the addresses you could run a mail shot, or an ad on the local radio. Maybe you could rent a couple of billboards. And you'd have a listing in the Yellow Pages. After that, however, your options were pretty much exhausted. In today's world there are a multitude of marketing avenues open to every business - above the line, below the line and online - and the savvy marketer..
As much of the world goes back into lockdown, many small business owners have the twin forces of time on their hands and procrastination running wild. It's been a while. Things were supposed to be better by now, and the light at the end of the tunnel is still a long way away. You know you should be doing something... anything... to keep your business ticking over, but you're not sure what. Well, here are 5 things you can do over five days that will put your business in front of your potential customers without having to spend budget you don't have. DAY ONE : Activate or update your Google My Business listing If you search for your own business you should see the info box to the right of the search results. When we search for Advent Communication - this is what we see: See the link that says "Own this business" - if you haven't already claimed your listing you can click here. If you have previously claimed your listing and..
Over the past few weeks as the lockdown has been keeping us inside, and spending a little more time reading emails we would normally delete without even reading, a few have caught my eye... and I'll be adding to them as time goes by. Here's a thought... if you want a spam email to work, get someone to check it for you. Got any to add - send them..
Being stuck at home - even if you can still work - tends to leave you with some "down time". We are delighted to announce that we have taken advantage of the forced lockdown to run through our paces at the Mailchimp academy - and we are now officially certified! Mailchimp is much more than just an email platform - there are powerful ways to leverage your mailing list to grow your client base - and we can..
As marketers we are expected to come up with ways to "put a positive spin" on things, keep driving traffic to websites and make the phone ring. No. Matter. What. Today, the elephant in the room is Covid-19. My inbox is still filled with announcements of new product launches, webinars and seminars. Special offers and, frankly, a number of things from what can only be described as marketing vultures piggy-backing on tragedy. We are based in Spain. Today is lockdown Day 12 - and the numbers being published currently show no signs of slowing down. And yet my facebook feed is offering me a test drive of the new Ford Focus, poolside bed reservations at a local beach club - opening soon, according to their ads - despite the government decree that prevents them from opening and me from visiting. Some of the marketing I am seeing now is clearly scheduled activity which someone has presumably forgotten to pause (I hope that is..
One of the things people are continually telling us is that online Content is King. Even Google tell us that it is relevant, original content that their search engine looks for online. As a result many businesses literally busy themselves creating content. And that's good thing - provided you think about the best way to structure your activity. The way Google and other search engines work is based upon relevance of content to the searcher's search terms. Thus, if you search for blue widgets, the search engine will look to offer you links to content about blue widgets. But the search engines do not simply list all the content that has "blue widgets" lost within it. They are becoming ever more sophisticated, and they understand not only the context of the content but the relationships between similar pieces of content. For this reason we treat content as worker bees that we send out into the wider world to bring value back..
One of the most common questions we are asked by new clients is "How much should I spend on Google Ads?" - it is important to carefully set your Google Ads budget to avoid both over, and underspending. To help with this there are some considerations that should be born in mind: 1. Don't spend more than you can afford to lose I know that sounds really pessimistic - bit it is realistic. Google Ads is tricky to get right. The first money you spend will struggle to wash its face, let alone make money. That's just a plain truth. But it is invaluable in the learning process. What is working? What attracts the right kind of client? How much is it going to cost to land a paying customer? All of this is core to the optimisation process. Working with a professional will help reduce the wastage, but there will still be some - it's a question of how quickly you can learn and adjust your campaigns to improve the results which takes us nicely..
Remember how, when you buy something on Amazon they are always quick to tell you that people that bought that particular gadget, book, DVD or special gift, also bought these other vaguely (sometimes curiously remotely) similar items? It's called the upsell. Whilst I've got you buying one thing, I'll sell you another. I was reminded of this when looking at Custom Affinity Audiences which we are actively encouraging our clients to consider in their accounts. We're seeing some strong results, and the reason seems to be quite simple...
A couple of weeks ago I sent out a simple tweet about how I had stopped using phrase match in my PPC campaigns. Which is strange, because my campaigns were almost exclusively built on ranks of phrase match keywords covering a multitude of search queries relevant to my clients' products or services. A few people asked me why... the reason is the launch of broad match modified keywords. I hated broad match - it just seemed like leaving your car parked with the door open, the engine running and the keys in the ignition. Hey, Google - over here! Come spend whatever you like! And, oftentimes, advertisers were surprised by just how quickly a budget could be depleted. Ta-Daaaaa! No you see me now you don't! But with broad match modified, you can often get all the coverage you were hoping to get with hundreds of phrase match keywords - without the wastage that came with pure broad match - and without the bloating...
This week we have taken over the management of a Google AdWords account that was floundering. This is not something new... often, we are contacted after a small or medium business has taken the plunge into the inviting waters of ppc only to find that the water is deeper, colder and a lot murkier than it looked to be from the shore. But this particular account led us to consider some fo the default settings in a new account set up. Some of them we have complained about before: why, for example, is the keyword quality score column not activated by default in the reports? Or why is auto-tagging "yes, please" not the default setting? but neither of these directly affect the costs of the advertising. The default setting double whammy we discuss today does.....