The only certainties in life are death, taxes, and digital marketers proclaiming one of their channels is dead. This is a common symptom among those suffering marketer-itus. If the reports were to be believed, the job of a marketer would be more akin to a funeral director than an efficient force for meeting the needs of customers.
But we don’t spend the day mourning – and neither should you! It’s too easy to say a channel is dead and then abandon it; the best among us look to adapt our tactics for long term growth.
If the 80:20 rule was true, ad copy would make up a large portion of the 20% of effort that drives 80% of results. It’s one of the simpler elements of AdWords advertising, but it’s easy to forget the basics: and getting them right can massively improve conversion rates. In this blog post I’ll cover the three stages of creating great copy to ensure the exponential spikes in conversion you crave.
Comprehensive PPC reporting is a big part of the Genie Goals ethos; we deliver weekly and monthly reports to provide clients with both an overview and a detailed look at their paid search activity. So when Google announced a way to easily automate and visualise our reporting, it grabbed our attention.
Made available during its beta testing last year, Data Studio is Google’s answer to accessible and detailed data reporting that’s equipped with heaps of customisation. Part of its Analytics Suite, Google has been hard at work bolstering it with features including Search Console and DoubleClick integration, alongside Google Analytics segment filtering. Now launched globally and with the ability to create an unlimited amount of reports for free, the reasons not to move all your reporting over to it are shrinking by the day.
As a retailer-only digital marketing agency, we need to be aware of the latest marketing trends to help our clients to stay ahead of the competition. And with some world leading fashion brands as clients, who are constantly updating their wares to sell to their savvy customer bases, we need to stay ahead of the crowd.
One of the most powerful tools at our disposal for this is Google Shopping. Although Google Shopping has been around longer than just a summer season, it has been one of the ways retailers have seen an incredible boost on sales & C/R in recent times.
Companies spend an incredible amount of time and money creating their brands. In 2016, Pampers spent a whopping $8.3bn on its brand advertising alone. In many cases it can be a selling point in its own right - just consider how you think of a pair of Calvin Klein jeans versus an unbranded pair and you begin to understand brand power.
As a digital marketing agency specialising in retail, where branding is paramount, we understand the intricacies, best practices and key steps required to ensure everything we do represents them in the right way. So we thought we’d share some of the key areas we keep in mind when considering brand advertising.
Globally, Google is the dominant force in search with a market share of more than 90%. In China, Russia or South Korea this is not the case. Each country has their own respective market leader: Baidu, Yandex, and Naver.
At Genie we occasionally get asked about the paid search offerings on each of these native search engines by our retail clients who are looking to extend their international reach. Each platform has its own nuances you should be aware of and potential obstacles to international advertisers, so let’s explore them - today focusing on South Korea’s Naver.
Many retail businesses rely on seasonal sale periods throughout the year to boost profits. The Christmas period of 2015, for example, generated 21% of yearly e-comm spend.
While we always recommend avoiding strict budgets, and aim instead to generate as much profit as possible at a target return on investment, we also know that many businesses need to create marketing budgets for the year in order to forecast performance. Below we’ve outlined our approach to budgeting during holiday and peak periods so you’re able to remain competitive and, more importantly, profitable.
Imagine this: You own two businesses, one marketing and business development consultancy and one graphic design agency. They’re small but profitable and provide a good lifestyle business.
One day you get the offer to join, as an employee, a new digital marketing agency which at the time has only one client. They have no track record, no sales or marketing team, your salary is the marketing budget and you have six months to prove there’s potential to grow the agency in a very crowded market. Naturally... you decide to sell your businesses.
Imagine your first day at work. How do you feel? Where do you start?
PPC is a global force in advertising, accounting for almost 70% of Google’s total revenue in 2015 and a 16% increase in revenue year-over-year for Bing. If their history is any indication, the search engine giants are continually looking for ways to increase their revenue, in part by making their search engine and advertising platforms more user-friendly for both searchers and advertisers. I’ll be exploring the impact of changes in PPC in this blog and using them to predict its future.
To most AdWords users, sitelinks are the bread and butter of making expanded text ads stand out from the crowd. They’re an integral factor when it comes to the ranking of your ad, whilst also portraying value and trust to customers browsing to make a purchase. With Google suggesting sitelink usage can boost CTR on an ad by 10-20% (or even up to 50% when searched on a branded term), spending that little bit of extra time on your ads is time well spent.
Sitelink extensions allow advertisers to easily link to specific pages on a client’s website beneath the main text of the ad, giving a clearer view of what the website offers at a glance. In September 2016, Google released the option of using account level sitelinks - giving your ads the best possible chance of increasing CTR.
So, how can you take advantage of sitelink extensions?