Category: Business

Online Reputation Management – What Is It and Why Does Your Business Need It?

Did you know that 74% of customers trust a business more if it has favorable online reviews? This stat shows just how important online reputation management is to your business.
But online reputation management should not be confused with public relations. With online reputation management, businesses employ specific strategies to ask for, improve, and respond to customer reviews on popular review sites like Google My Business, Yelp, Trustpilot, and more.
Here, we explore what online reputation management is and how it can help your business.

What Is Online Reputation Management?

Online reputation management is the practice of building and maintaining the public’s or your target audience’s perception of you, your brand, or your business online. It involves creating and maintaining good standing online and managing any negative opinions to limit damage to your reputation.
To ensure that your business has a good standing, you must use online reputation management strategies like:

  • Asking for and publishing customer reviews
  • Being verified and active on social media and review sites
  • Engaging with your audience and the public by responding to and thanking customers for their positive (and negative) comments
  • Promoting positive reviews through multiple channels, e.g., banners, social media sharing, and paid ads
  • Adding a review schema markup to your site

Why Is Online Reputation Management Essential for Businesses?

One bad review from an angry or dissatisfied customer is enough to influence what others think about your brand, hindering your future revenues and profits. That’s why maintaining a good reputation and standing online is imperative.
An excellent online reputation management strategy:

1. Builds Trust with New and Existing Customers

Online reviews on social media and review sites have given customers a platform to “tell all” about their experience with a business or brand.
Reviews now have associated star ratings on Google searches. Sites like Trustpilot and Yelp also have star ratings, which can make a difference in how people perceive your business.

Who can forget the case of Amy’s Baking Company in Scottsdale, AZ? Because of the owners’ outrageous behavior toward their customers and the subsequent negative reviews on Yelp, the business eventually folded in September 2015.
You can’t hide from online customer reviews. Managing them well and building trust with your audience is the only way to maintain and improve your bottom line.

2. Ranks a Business Highly on Search Engines Improving Web Traffic

Online reviews are an important ranking factor on search engines.
There is a clear link between customer reviews, the number of negative reviews, and the responses to the reviews with local SEO ranking.
Customers looking to purchase a product will consider businesses with a 3-5 star rating, and Google will prioritize these businesses over others. The top-rated companies feature on the “Local 3 Pack,” reaching more people and improving traffic.
If your business isn’t achieving a 3-5 star average rating, chances are you are losing out.

3. Solidifies Social Proof

Facebook is now the second most popular reviews platform globally after Google.
1.84 billion users visit the social media site daily. Additionally, in 2015, 52% of online and offline customers made their purchases based on Facebook recommendations.
Facebook and other social media platforms’ reviews act as valuable social proof of your brand or business.

4. Converts Site Visitors and Leads into Paying Customers

80% of customers trust online reviews and will base their purchasing decisions on them.
You must be displaying any 5-star reviews prominently on your website to entice potential customers to do business with you.
This strategy also converts mere visits and leads into paying customers.

How Can You Easily Monitor Your Online Reputation?

You must have a strategy to monitor these reviews to ensure that you maintain a good reputation for your brand or business. Leaving negative reviews unanswered or not engaging with positive reviews at all makes your business look amateur, uncaring, and untrustworthy.

You can invest in online reputation management software, but you may need to monitor and manage your reviews manually on some sites.
Ensure that you have a team that:

  • Checks social media platforms for notifications and alerts on any new comments and reviews
  • Conducts “most recent” brand searches across social media and Google to unearth new reviews.
  • Creates a Google alert to your inbox that shows up whenever people mention your brand or business.
  • Uses social media management software such as Social Pilot and Hootsuite to monitor what people say about you.

At Digital Engage, we have developed online reputation management strategies that will revolutionize your online reputation. Call us at (423) 397-2467 or contact us online to learn more.

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digitaluser April 27, 2021 0 Comments

Using Social Media Marketing to Grow Your Business During and After the COVID-19 Pandemic

Today, social media platforms have become the primary information and commerce channel, far outperforming other digital platforms. People are gravitating to Facebook, Twitter, YouTube, and Instagram to get news, search for products and services, and even make purchasing decisions. Since the beginning of 2020, the Covid-19 pandemic has accelerated social media adoption. Businesses have had to change their whole operational and marketing models to grapple with the drop in in-person sales and the rise in socially-distanced online shopping. So, how can businesses leverage social media to survive and thrive in this challenging business environment?

Here we look at how to adopt social media marketing on various social media platforms to help you connect with new and existing customers.

What Is Social Media Marketing?

Social media marketing uses social platforms like Facebook, Instagram, Twitter, YouTube, and LinkedIn to build brands, engage target audiences, and increase sales. It involves creating tailored content to create more brand awareness, drive engagement, and increase revenues. According to Statista, in 2019 and 2020, people’s average time on social media per day worldwide was 145 minutes, up from 142 minutes in 2018. So, especially in this pandemic, businesses cannot afford to ignore social media marketing and must adapt to survive.

How Can You Leverage Social Media Marketing to Grow Your Business?

We can all agree that things are changing, and the world is going digital. Statista states that 4.66 billion people were active internet (which includes social media) users in 2020 in the middle of the pandemic. That is over 50% of the world’s population!

Here lies an opportunity for your business to flourish. Below we look at the social media strategies you can use to take advantage of this marketing shift.

1. Have a Water-Tight Social Media Strategy

A comprehensive social media strategy can mean the difference between success on various platforms and catastrophic failure.
To have a proper game plan for your brand, start by creating clear goals using the SMART framework. Consider your brand’s needs and strategize on how to meet them.
Ask yourself:

  • Do you need social media marketing for brand awareness or to drive sales?
  • Do you have various social media strategies to meet potential customers at the different phases of their buying journey, i.e., Awareness, Consideration, and Conversion?

2. Identify Your Target Audience and Tailor Your Marketing to Them

Who is your ideal customer? If you do not know this yet, it will help if you performed in-depth research to find out.

To understand your target customer, consider their:

  • Demographics (age, income, gender, location, interests)
  • Expectations for your product or service
  • Pain points and how you can meet them
  • Current purchasing habits
  • Brand preferences

If your business is getting low or zero engagement on social media, the audience you are engaging with is not your target market.

3. Create Engaging Content

Content is king, but good content is gold. Content that resonates with your audience can set you apart from competitors and make your customers want to engage with you. Ensure your content stands out, tells a story, and adds value by making it compelling, relevant, and to the point.

4.Use Paid Ads

Paid social media campaigns are a sure way to give your brand or business quick visibility. When you pay for an ad, you are guaranteed to appear in your target user’s feeds. To meet your paid ad goals, ensure your ads resonate with the social media platform you use, your target audience, and their behavior pattern. Unlike traditional marketing tactics, you can measure your social media advertising strategy’s effectiveness and track the ROI with ease.

5.Leverage Retargeting and Lead Nurturing

Once you’ve gained leads from paid and organic reach, the next step is lead nurturing. You’ll need to make your audience receptive to your brand and earn their trust to get them to make a purchase. However, most people don’t buy on the first contact, so you must also use retargeting campaigns such as Google Ads, Facebook Retargeting, or LinkedIn Ads to bring them back to your site and get them to buy from you.

Pro Tips:

  • Different social platforms have different target audiences, so tailor your marketing to those audiences.
  • Take advantage of analytic tools such as engagement, reach, hashtag performance, and likes to track your metrics.
  • Deploy your social media marketing strategy on multiple platforms, using both organic and paid strategies.

The Coronavirus pandemic has forced many businesses to adapt to a purely online operational and marketing model. Most companies struggled at the beginning of the pandemic. One year later, brands and businesses are regaining their footing and using social media marketing to grow and engage with their clients. Have you incorporated social media marketing in your business yet? Get in touch with Digital Engage today for expert tips and strategies to integrate social media marketing into your business. Call (423) 397-2467 or reach out to us online.

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digitaluser March 26, 2021 0 Comments

Responsive Web Design – What is it & Why you need it

These days, almost everyone has a smartphone, tablet, or another mobile device. Plus, the internet is now the most used communication, entertainment, and business platform, making digital marketing necessary for all businesses.
With over 60% of online searches now coming from mobile devices, mobile website traffic has become more critical than desktop traffic. As such, to be successful in today’s highly competitive digital marketplace, you need to adopt a responsive web design.

What is a Responsive Website?

A responsive website allows your website design to adapt to the size of the user’s screen. So, visitors could be viewing your site on any device without noticing any significant differences in your site’s general appearance.

The Importance of Responsive Web Design

You want your end-user to have a superior customer experience when they visit your website, regardless of the device they’re using. Below are some of the benefits of choosing a responsive website design.

Improved User Experience

Whether a visitor is viewing your website on a desktop, tablet, mobile phone, or laptop, a responsive design will ensure an outstanding experience and increase customer reach on all devices.

Search Engine Rankings

Search engines use plenty of information to rank websites, but they consider mobile-friendly design one critical factor. And where your company appears in search rankings can affect your business’s visibility and success.


Easier Management

Instead of building separate websites for mobile devices and desktops, a responsive design makes things easier to manage and cost-effective. For instance, site managers can complete all updates at once rather than update several sites separately.

Competitive Edge

Responsive web design allows you to create exceptional customer experiences and gives you a competitive advantage over your competitors—especially if they don’t have a mobile-friendly website.

How to Make a Responsive Design Website

A responsive design should automatically adjust without requiring custom-made solutions for each device or screen size. However, responsive design is more than just automatically resizable images and adjustable screen resolutions. Here are some ways to make a responsive design website:

  • Fluid Grid: sizes the elements of your site proportionally, making it easy for your web design elements to respond to the screen’s size
  • Flexible Text & Images: adjust within a website’s layout automatically
  • Media Queries: allow for multiple layouts of a web design that uses the same coded webpage
  • User Testing: whatever form it takes, getting feedback from users is priceless (but some sites will charge a small fee)
  • The Browser and Device Testing: make sure the layout is compatible with as many physical devices and browsers as possible
  • Pre-Designed Layouts: all you’ll have to do is update the content, branding, and colors to match your needs—if you need expert help, contact us at Digital Engage.

The Future of Responsive Design for Mobile

Search engines, as well as devices, are changing by the day. Mobile phones are getting larger, and foldable smart devices are starting to gain traction. While Google’s algorithm regarding responsive design doesn’t affect tablets just yet, it’s crucial to stay ahead of the curve and aim for a website structure that can accommodate whatever devices the future holds.


Is My Website Ready for Mobile?

Making your website mobile-friendly is necessary and part of the SEO strategy, as Google already uses mobile-friendliness as a search engine ranking signal and punishes websites that aren’t optimized for mobile. Google drives 96% of mobile search traffic, so having a mobile-friendly website increases visitors to your site. Ultimately, it affects your site traffic, conversions, and overall success.

Responsive Design Best Practices

There is no cookie-cutter approach to designing a mobile-friendly website. However, there are a few tips that will help to make your website more appealing to end-users. Here are a few things to bear in mind:

  • Optimize for speed
  • Use a responsive web design framework
  • Test and improve your site
  • Simplify interactions and navigation

Having a responsive website allows your business to be in front of prospects every step of their online journey. Whether they choose to browse your website from their laptop during the day or check it out on their smartphone in the evening, you want to give them uninterrupted access to your products and services.

Don’t let your business fall behind on mobile responsive web design. Call Digital Engage today at (423) 397-2467 for professional web design that will ensure excellent customer experiences and give you an edge over your competitors.

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digitaluser October 13, 2020 0 Comments

8 Tips to Improve SEO for Local Business

According to an estimate in a 2017 Review Trackers’ study, more than 35% of all search traffic is local. That said, optimizing your site for local SEO is the key to driving users to your site. This is a crucial marketing strategy, especially for smaller regional businesses or companies that want to drive traffic to multiple locations.

Optimizing for local SEO helps you compete more effectively against established brands that have been in the industry for ages. Here are eight simple steps on how to improve local SEO for your business.

Optimize for Google My Business

Google My Business is one of the best tools for getting your business in front of local customers searching for your products and services. By creating a Google My Business account and filling your listing, your local business will appear on Google Search local results, Google Maps, and Google Search Knowledge Panel. This makes it easy for customers to find your address, business hours, photos, and other information.

Optimize Website Content for Local Keywords

You want to optimize your website for keywords that are relevant to your local customers. Once you’ve done keyword research and have a list of local keywords you’d like to target, infuse them into your web content, headers, meta descriptions, title tags, and other SEO elements to boost visibility.
If you’re not sure which keywords to target, we at Digital Engage understand the ins and outs of keyword research. We’ll help you target the right keywords to improve your local SEO.

Optimize Your Website for Mobile

Closely connected to the practical importance of local SEO is the rising use of mobile devices. Your local customer could be in the neighborhood and using their smartphone to look for a company like yours. Paying particular attention to mobile-friendly web design, for example, improves your local search rankings.

Create Local Content

Creating local content is a great way to grab a local customer’s attention. Consider setting up location-specific webpages or writing blog posts about local events and activities. Creating local content can help you gain authority for areas you’re targeting. For example, if you own a car dealership in Miami, you can write an article with maintenance tips or other location-specific advice for car owners in Miami.


Optimize for Voice Search

Thanks to the prevalence of voice assistants such as Siri and Alexa, voice search is gaining popularity. Businesses need to leverage this and optimize their content into more conversational tones. The trick is to make information readily available as more people will be seeking answers or solutions to a problem when using voice search.

Get High-Quality Relevant Links

High-quality, relevant links from other websites provide ample opportunities to boost your local SEO. They factor in Google’s local ranking algorithm because they indicate your legitimacy and authority in a particular field. An excellent first step is to get your business listed in online directories.

Leveraging your offline relationships is also another way to go. For example, you can talk to other businesses or partnerships about linking to your website. Publishing high-quality content is also beneficial, as others will want to link to your website.

Get Regular Reviews from Happy Customers

Online reviews are essential in today’s world of stars and ratings. According to various studies, many people value positive third-party opinions as much as personal recommendations. Be sure to encourage your customers to leave positive reviews.

Use Location Pages

If you’re serving customers in different locations, leverage location pages by optimizing them to target those specific areas. Include details specific to each location, such as photos, individualized descriptions, contact information, etc. on each of the respective pages. This will ensure that local search results are relevant to local customers.

The Importance of Local SEO

Following the tips mentioned above will help increase your business’s visibility to local customers and increase your bottom line. However, optimizing your web presence for local searches can be challenging, especially without technical expertise. Not to mention, you never know when Google will update your algorithm, so it’s crucial to stay up to date on the most recent developments.

Need help with local SEO? Call Digital Engage today at (423) 397-2467 or contact us online to speak to our friendly customer service. We are committed to helping your local business grow and realize its full potential.

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digitaluser October 13, 2020 0 Comments

10 Effective Ways to Reduce Bounce Rates in Google Analytics

If you are struggling to convert traffic into sales online, you might have a problem with your bounce rate. In other words, people that are visiting your website are simply bouncing away. Fortunately, there are ways to improve your site, lower your bounce rate, and boost sales.



What Is Bounce Rate?

Bounce rate refers to the percentage of visitors to your website that leaves before viewing a second page. A high bounce rate can be indicative of many things. Maybe your site didn’t have a persuasive call to action. Perhaps users were unable to find what they needed in a timely and efficient manner.

You can find your bounce rate using Google Analytics. Content that is “good” or “bad” depends on your type of site and your company goals. For instance, a search engine, like Google or Bing, typically has a bounce rate under 30 percent, which is considered excellent.

However, simple landing pages with single calls to action like “add to cart” have bounce rates ranging from 70 to 90 percent. This range is considered substandard. The rule of thumb says that service, retail, and portal sites will have lower bounce rates compared to simple landing pages and content websites.

There is no one sweeping fix to reduce the bounce rate. The figure may be a result of one glaring issue or a combination of several problems. Here are ten practical ways to troubleshoot for high bounce rates.

·        Provide a Better User Experience

A user’s personal experience with your website can go a long way towards whether or they purchase your product or service. That is why it is essential to not only have a site that is intuitive to use, but aesthetically pleasing as well. A robust website should feature compelling visuals, easy readability, and a distinctive tone and color scheme.

·        Reposition Your Call to Action

A compelling call to action should clearly and explicitly lay out what the purpose of the company, product, or service is. Users should be able to understand everything they need from this simple phrase.



·        Tell Your Brand Story

Telling a compelling brand story can capture the hearts and minds of your target audience. Bring your brand to life with an exciting origin story or engaging mission statement. If you can attract people this way, you will be more likely to develop a loyal following.

·        A/B Test Your Site

A/B testing allows you to test two versions of your webpage against one another to determine which one is more effective. This strategy is not only crucial for the landing page, but also can be applied to help you better target specific audiences, regions, and keywords. For instance, if your product is sold across the world, you can use A/B testing to show them content that matches their language and cultural experience.

·        Keep Your Content Fresh

Regularly populating your pages with engaging content is imperative, especially if you produce art, videos, photos, or blogs. Businesses that updated their blogs periodically see 126 percent more leads than competitors that do not. Fresh content is also a chance to excite visitors about your call to action, upcoming announcements, or new products.

·        Use SEO

Search engine optimization or SEO is the use of specially selected keywords to target specific audiences. Choosing effective keywords will increase the likelihood that visitors connect with your brand message and click through your website. Great SEO is a self-fulfilling cycle, as the keywords will lead to more clicks, which will boost your site on search engines, which will generate even more clicks, etc.…



·        Use Videos to Get Eyeballs

Video is the ideal way to get someone’s attention in a hurry. The visual experience is designed to deliver your message quickly while demonstrating what your company is all about. Videos are always a tremendous opportunity to entertain the audience and give them a taste of your company’s personality.

·        Use High-Quality Images to Grab Attention

The human brain processes images 60,000 times faster than text. So, if you want to get your audience’s attention, make sure you have unique visuals in the right places. High-quality images can increase the time users spend on the first page and the likelihood that they visit a second one.

·        Maximize Customer Reviews

Let customers do the talking for you with user reviews. Considering that 70 percent of customers look at product reviews before they purchase an item, testimonials can influence audience members on whether or not they follow through on buying. The best reviews are ones that build trust with the reader without sounding like they are selling a product.

·        Demonstrate Your Credibility

If your company sells to or partners with other name-brand businesses, flaunt it. People are more inclined to trust you if you can authentically associate yourself with a brand that they already know. You can also showcase any awards, certifications, or endorsements that your company has earned along the way.

Contact us at Digital Engage to learn more.

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digitaluser June 29, 2020 0 Comments

8 Important SEO Factors That Boost Your Search Engine Rankings Quickly

Organic searches are a cornerstone to any company’s online success. Search engine optimization (SEO) can boost the quantity and quality of organic visitors to a website while establishing trust between potential consumers and the brand. Effective SEO will also help a company rank higher in search engine queries, which boosts visibility.

Consider this. Search engines, such as Google, Yahoo, and Bing, report that the number one listed website sees about 42 percent of traffic from a single search. The second result gets 11 percent while the third gets 8 percent.

Obviously, it pays to be on top. Well-executed SEO can make a world of difference to a company’s digital presence and bottom line. If you want to boost your search engine rankings, here are eight essential SEO factors to know.



Write High-Quality Content

The content on each page of a website should be relevant and useful to users. For complete optimization, though, a site needs to have more high-quality content than its competitors. Typically, Google rewards relatively long SEO content, backed with facts and statistics, and is unique.

There are several methods to improve the content on your website, but one of the easiest ways is to write a blog. Companies can demonstrate their experience and credibility to readers with informative and entertaining posts that will have visitors coming back time and again. According to research, companies who blog receive 97 percent more links to their website than non-blogging competitors.

Update Your Content Regularly

Fresh content is king. In today’s digital ecosystem, it is not good enough to create a stunning website and leave it. Search engines reward companies that continuously prove themselves to be relevant to visitors.

Generating new content is an opportunity to share upcoming events, product launches, or changes at your company. It is also a chance to optimize specific keywords you have not used in the past. The key is to set a schedule for what and when to publish new material and to make sure it appeals to readers, not just search engines.


Maximize Links

Links come in three types: inbound, hyperlinks, and internal links. Google uses these to discover new pages and figure out how to rank each page. There is a strong correlation between the number of domains linking to a page and the page’s search engine ranking.

Inbound links are tremendously valuable because they drive traffic from other sites to yours. The inbound link signals to Google that the content on your website is relevant to users. Additionally, hyperlinks help connect you with other companies, while internal links distribute incoming search traffic.



Boost Your Page Speed

Speed, or the lack thereof, kills. People expect things immediately these days, and website uploads are no exception. An impressive 47 percent of users will leave a site if it takes longer than three seconds to load.

Slow loading speeds lead to poor user experiences, which can negatively impact page rank. Slowness may be a result of one or many factors, including among others:

  • Host issues
  • Too many ads

You can get an idea of how fast your website is by using Google’s PageSpeed Tool or get in touch with our team for a website evaluation.

Web Design Matters

Don’t take the physical appearance of a website for granted. Well-designed websites should be easy to use and make pertinent information highly accessible to visitors. The more enjoyable a site is to use, the more likely people will revisit it in the future and recommend it to friends.

Make sure your content is readable, so your audience understands and makes use of the information you have to offer. When possible, condense information into bulleted lists or infographics that are more digestible than paragraphs of text. Website creators can also improve the design through the strategic use of bold type and colors, subheadings, and distinctive typography.



Upgrade Your Visuals

What users see in images can be as important as what they read. That’s why 55 percent of content marketers are focusing on creating more visual-oriented content. Sleek and eye-catching visuals can streamline information to readers while increasing the likelihood that they spend more time on your site.

Visuals can come in the form of images, infographics, or videos. More importantly, they distill essential information to the reader in a compelling manner.

Get the Most Out of Mobile

Roughly half of the Internet traffic comes from a mobile device. To account for this shift in the media landscape, Google has rolled out its first mobile-first index. The indexing will utilize a mobile-friendly test for the website to see how well they perform on smartphones.

The most important part of the user mobile experience has a website that is responsive and easy to navigate. Visitors should be able to have all the same content and information on their device displayed intuitively. This mobile design often incorporates larger fonts, compressed images, and autocorrect for forms.

Digital Engage is a top-tier digital marketing company, get in touch with us today.

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digitaluser June 4, 2020 0 Comments

7 Components to Clickable Facebook Ads

Facebook is a powerful platform for small businesses and brands to connect with customers. With more than two billion users, you can reach target audiences like never before. The key is to create a compelling ad campaign that entices potential customers.

One of the most significant measurements of an ad’s success is the conversion rate. A robust conversion rate drives customers to action, whether it is subscribing to a newsletter or purchasing a product or service. Here are seven tips to boost your conversions with highly clickable Facebook Ads.



Use Eye-Catching Images

The saying a picture is worth a thousand words may be a cliché, but there is evidence to back up this notion. That’s because the human brain processes visuals 60,000 times faster than it does text. Put another way, make sure your images are eye-catching.

When deciding what images to select for the ad, you want to find something that is visually interesting and compelling. The goal is to stand out from the rest of the page while conveying your brand message and style succinctly.

Offer an Incentive

Incentives are a great way to grab people’s attention. Consumers are 57 percent more likely to buy from a brand they have never heard of if they have a coupon. Coupons, discounts, and other incentives alleviate the pressure of purchase in the case that it does not work out.

To quote Don Corleone, make them an offer that they can’t refuse. Stronger offers mean more click-throughs. Also, make sure the deal is in line with your business or organization, and always follow through on promises.

Have a Strong Call to Action

A call to action distills your business, product, or service down to its essence. It invites viewers to engage with the ad and “act” on it. A successful call to action will generate consistent click-throughs and ultimately boost your bottom line.

There is an infinite number of potential ways to write a call to action. Some of the most common options include phrasing such as:

  • “Read more”
  • “Learn more”
  • “Try it now”
  • “Call now”

Regardless of what phrase you use, make the placement easily visible, and the design distinctive.

Keep Copy Punchy

The language, tone, and diction in ads say a lot about a company. The copy will convey to target audiences what your brand stands for and the value it creates. Make sure to stand out from the competition with engaging writing that grabs hold of people’s attention.

One outstanding example of punchy copy is Dollar Shave Club. The text in their ads is casual, yet fun, which makes their content apply to a broad audience. The lack of formality or technical jargon makes their copy more accessible, so readers are inclined to want to read more.



A/B Test Everything

A/B testing is a process where two different versions of something are tested against each other to determine which performs better. Using multiple variations of an ad will help you decide what keywords, images, and incentives work and which don’t. This information is vital when it comes to informing further Facebook ad creation.

Constant A/B testing is the best way to hone in on your target audience through ads. After an ample sample of tests, ad creators should have a vivid sense of their client’s desires, demographics, and reasons for purchasing the product or service. A/B testing can also reduce bounce rates and increase content engagement.

Select the Right Ad Format

Facebook offers several different formats of ads, which have various strengths and weaknesses depending on the campaign. An example of this is Adidas’ use of Facebook’s collection feature to showcase their latest hoodie. The result was a 43 percent decrease in cost-per-conversion.

Collections and carousels are a powerful tool for businesses with multiple features or products they want to display. Facebook Offer allows for exclusive deals and discounts, including a reminder to readers to redeem the discount. There is also Facebook Canvas, which is best suited

Hone Targeting with Audience Insights

Understanding your audience is probably the most important component of highly clickable Facebook ads. One way to reveal your audience’s interests is through Audience Insights. This tool allows you to use demographics, gender, geography, and more information to pinpoint target consumers.

Audience Insights also allow you to see what content worked and what underperformed. Based on the clicks and conversions within specific audiences, you can make more informed choices about which ads to keep and which to change.

For more information, or to find out what our PPC management services can do for your traffic, feel free to contact Digital Engage.

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digitaluser May 20, 2020 0 Comments

5 Optimization Tips to Help Your PPC Campaigns Succeed

Pay-per-click (PPC) marketing is a model of advertising where advertisers pay a fee each time someone clicks their ad. This method ensures you only pay for confirmed visits to your site rather than just views. The low-risk nature of PPC has made it one of the most popular forms of search engine advertising.

Currently, Google and Facebook are two of the largest advertisers on the web. Google commands 37.2 percent of the digital advertising market, while Facebook holds 19.6 percent. You have likely seen countless examples of both advertisers in the form of Google Ads and Facebook Ads.

A good deal of time, effort, and research go into running an effective PPC campaign. You need to consider the target audience, demographics, keywords, and more. When executed correctly, the payoff can be enormous.

For instance, if you pay $1 for every click, and a click can net a $200 sale, you’re very likely to make a healthy profit. Furthermore, search engines, like Google, Yahoo, and Bing, will reward advertisers if their content is compelling and engaging. When users find your ads useful, Google will charge you less per click, which can boost sales even more.

If your PPC campaign doesn’t yield the results you want, we are here to help. A single tweak might be all it takes to make your ads successful. So, without further ado, here are five optimization tips to improve your PPC campaigns.


Improve the Quality of Your Ads

As mentioned previously, Google rewards relevant and exciting ads. That rewards process is a result of their quality score, which measures the click-through rate as well as the relevance of the ad and landing page. The more relevant these three components are, the better the user’s search experience will be.

There are ways to improve in each of these three areas. To improve the click-through rate, use A/B testing to determine strong keywords and write stronger ad text. Ad relevance can be improved if you make sure the keywords and ads are correlated and up to date. Finally, landing page relevance can be strengthened with attention-grabbing headlines, high-quality images or videos, and quick loading times.


Ensure the Ad Words Are Relevant to the Search Terms

While this may seem obvious, a strong correlation between the words in the ad and the search terms is essential. When certain ads underperform, it is critical to understand why. More often than not, it is because of a disparity between these two terms.

When you examine your Ad Group, look at what search terms initiated the click-through. If there is little connection between the two, update the keywords and search terms. Doing this will also improve your quality score and rate of conversion.


Enhance Your Landing Page

The old saying is that you never get a second chance to make a first impression. The same goes for your PPC landing page. When visitors click through to your website, you want to make sure they engage with what you can offer them.

Having a clean and well-designed website goes without saying, but there are several other ways to improve your landing page’s bounce. Some potential improvements, among others, include:

  • Improving readability
  • Adding a clear, compelling call to action
  • Including video or high-quality images—or both
  • Showcase customer reviews or rewards



Get the Most Out of Ad Extensions

Ad extensions are an ad format that allows users to learn more about a business, product, or service. This additional information can inform or persuade potential customers to click while increasing an ad’s overall visibility. The two primary types of ad extensions are manual and automatic.

A manual ad extension is a personalized add on that allows quick access to product information, typically under the heading or description. The most common manual type is a site link, while other extensions include location, call, app, and review. An automatic ad extension creates the information in the add-on for you based on information in customer reviews and ratings.

Utilize Negative Keywords

Figure out what keywords not to use is as important as determining the ones to use. Using negative keywords ensures your ads do not appear on irrelevant search queries. This method also allows you to boost the quality score and reduce the cost per click for each ad.

The best way to find negative keywords is to see what search terms lead to your ad. Here, you can target what are the most and less useful phrases or words when it comes to click-throughs. That way, when people use the negative keywords in queries, your ads will not appear.

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digitaluser May 9, 2020 0 Comments