It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email. Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.
Product Listings: If you sell a catalog of products, search engines like Google and Bing offer a specific ad type called product listing ads or PLA’s. These ads highlight your products, including a product image, and have become far more prominent in search results over the past year or two. These ads can do wonders to attract potential customers who are looking for what you’re selling.
Nearly all PPC engines allow you to split-test, but ensure that your ad variations will be displayed at random so they generate meaningful data. Some PPC platforms use predictive algorithms to display the ad variation that's most likely to be successful, but this diminishes the integrity of your split-test data. You can find instructions on how to ensure that your ad versions are displayed randomly in your PPC engine's help section.
At TheeDesign, our certified PPC specialists will set your budget and actively monitor your ad campaign. After setting a PPC budget and determining the type of traffic your ad should focus on, each PPC campaign will target your potential customers while providing control over how your advertising is money is spent. Our Raleigh PPC specialists can review the success of your HVAC ad campaign to determine if adjustments are needed or if the volume of visitors to your website corresponds with the ad pricing. This way your PPC marketing coordinator can appropriately manage your account to reduce your ad expense.
Totally agree — more does not always equal better. Google takes a sort of ‘Birds of a Feather’ approach when analyzing inbound links, so it’s really all about associating yourself (via inbound links) with websites Google deems high quality and trustworthy so that Google deems YOUR web page high quality and trustworthy. As you mentioned, trying to cut corners, buy links, do one-for-one trades, or otherwise game/manipulate the system never works. The algorithm is too smart.
Google uses a hyperlink based algorithm (known as ‘PageRank’) to calculate the popularity and authority of a page, and while Google is far more sophisticated today, this is still a fundamental signal in ranking. SEO can therefore also include activity to help improve the number and quality of ‘inbound links’ to a website, from other websites. This activity has historically been known as ‘link building’, but is really just marketing a brand with an emphasis online, through content or digital PR for example.
The third and final stage requires the firm to set a budget and management systems; these must be measurable touchpoints, such as audience reached across all digital platforms. Furthermore, marketers must ensure the budget and management systems are integrating the paid, owned and earned media of the company. The Action and final stage of planning also requires the company to set in place measurable content creation e.g. oral, visual or written online media.
Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization. Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website. Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.