Digital Marketing

Digital Marketing

Find the latest information about Digital Marketing, Web Site design and development, Search Engine Marketing, and Social Media from Bob Peterson, a WSI Consultant in Edmond, Oklahoma.

Playground Equipment Company Engages WSI For SEO and Pay Per Click Marketing

Bob Peterson - Monday, March 13, 2017


Premier Park & Play, a playground equipment supplier for schools, parks, campgrounds and child care centers in Massachusetts, Connecticut and other parts of New England, has engaged WSI to implement an SEO program and pay-per-click advertising campaigns to generate leads for the company. Premier’s products include

The company provides services including the planning, design and construction of playgrounds, installation of playground equipment, and even fundraising campaigns for the client’s playground project. From traditional equipment such as slides and jungle gyms to fantasy themed playground castles, larger than life outdoor musical instruments, and waterplays and splashpads, Premier Play and Play has built many magical playgrounds for towns, schools and non-profit organizations in New England.

The goal of the WSI engagement is lead generation. The company had tried trade shows and advertising on industry websites, but the results were not satisfactory. WSI proposed a digital marketing strategy that included website development, SEO and pay per click advertising.

First, WSI enhanced the company’s website to include a form for lead generation and a portfolio of playground projects.

Next, we performed comprehensive keyword research and selected specific keywords that were then mapped to the relevant pages of the website. Then, employing advanced on-page optimization techniques, new web copies were written for those pages, which were optimized for the selected keywords.

With the on-page optimization complete, the SEO program will now focus on improving the popularity of the new optimized pages. It will include registering the website in local business directories, posting on its Google+, Facebook and Linkedin pages, and increasing positive customer reviews. In addition, monthly blog posts will be written and syndicated to blogs established on the popular blogging platforms Tumblr, WordPress, Blogger, and Weebly.

In addition, a Google Adwords campaign, managed using the intelligent Acquisio platform, will be implemented to generate traffic and hot leads.

WSI will monitor the SEO and Adwords campaign results using Google Analytics and the Search Console. Each month WSI will produce a report that includes key metrics such as organic and paid traffic, organic rankings, organic links, conversion and conversion rates. We expect to achieve significantly increased lead generation rates from these SEO and pay-per-click advertising programs.

This blog post is originally published on



Resolve to Optimize Your Search Campaign in 2017

Bob Peterson - Wednesday, December 28, 2016

In 2017 and beyond, digital marketing is only expected to continue to grow in its prevalence and importance. Businesses of all sizes can benefit from a New Year’s resolution to optimize search campaigns. Search advertising might include boosting organic search results, using pay-per-click ads, and increasing social presence; each of these tasks requires dedicated attention and careful planning to achieve visibility and success. As you plan to take on these strategies for search advertising, use the following guidelines to ensure that you see the results you want throughout the coming year.

Set Clear Goals

Not every business will share the same goals for a search marketing campaign, so it is essential to customize your strategy with clear, measurable goals from the get-go. Start with a broad goal such as raising newsletter subscriptions, boosting sales, or increasing brand awareness. From here, you can narrow down the more specific goals that will lead you to your key objectives.

Redesign Your Landing Pages

No matter what you want to accomplish with your search campaign, you will want to get your website in shape before making substantial investments in AdWords and other advertising services. Quality landing pages are a must for any search campaign, whether you are relying on paid or organic results. Every keyword should be paired with a unique and informative landing page that will grab consumer attention, deliver the information they want, and provide an actionable conclusion.

Do Your Research

Even if you have an existing search campaign, you will want to take the time to research keywords and current marketing trends, as these steps will ensure that your campaign is current and effective. If you are just beginning a search campaign, a lot of research may be needed to get started, and this can be facilitated by professional marketing experts who can weigh the cost and benefits of potential keywords for your business. It can be tempting to just opt for the most popular keywords regardless of cost, but you might not rank for these search terms without some established authority through your site.

Balance Paid and Organic Search Campaigns

Most successful search campaigns will achieve a balance between paid search and organic search. Paid search results are the most visible on the page—even more so since Google updated their SERP design to include even more paid results per page—but organic search results are often viewed as more trustworthy by consumers. Investing on both fronts can help you see the best from both worlds, achieving optimal exposure for your business.

Whether you want a fully managed search campaign or you simply need assistance with the technical components of AdWords, we can help you see the results you want for search advertising in 2017. Call us today to discuss your business’s digital marketing needs.

This article was originally published by Reachlocal.



Increase Leads and Sales with Digital Advertising

Bob Peterson - Wednesday, November 30, 2016


With all the clutter and distraction of the digital world, getting the attention of your audience is an increasingly difficult task. Content, video and social media marketing are all worthy digital tactics – but they have one thing in common: they take time to deliver their value to audiences and don’t generate quick sales.

Properly managed digital advertising campaigns, however, are a fast and efficient way to drive new leads and sales to your business. To show you which digital advertising strategies to use – and when to use them – we created a video on how to Increase Leads and Sales with Digital Advertising:

Step 1: Identify the Right Search Criteria

The one big advantage marketers have is access to an unprecedented amount of data on customers (or at least the groups customers belong to). The key is using this data to identify the right search criteria for digital advertising campaigns.

Details like location, age, interests and Internet activity provide valuable insight businesses can use to not only better target their ads but also make them less intrusive. Many consumers and Internet users are weary of ads but maybe that’s because most ads are poorly targeted and invasive? As marketers, we can do better!

Step 2: Advertise On the Appropriate Ad Networks

It’s impossible to make a catchall ad platform recommendation because the truth is the best platform is different for every business. If you have a great Facebook business page and receive lots of engagement on your posts, then Facebook Ads are for you. But if you don’t have an existing audience on Facebook then you aren’t likely to generate one with a few ads.

Like it is for many other digital marketing components, knowing your audience is more than half the battle in achieving success.

Step 3: Put Campaign Tracking in Place

When you implement campaign tracking as part of you digital advertising strategy, you’ll immediately know when certain keywords, times or target groups aren’t working. And to a strategy that revolves around paying money for clicks, it’s crucially important to stop your campaigns the moment they aren’t performing to the standards you expect – because then you’re just wasting money. Put campaign tracking in place – it’s worth the extra work!

Step 4: Carry Out Split Tests

In the same way tracking campaigns is important, split testing similar keywords, images and text is a great way to maximize the ROI of your digital advertising campaigns. If you’ve got two keywords you like you don’t have to guess which one is better – split test them and use the one that performs better!

Step 5: Measure, Improve, Repeat

There are many different forms of digital advertising. There’s only one way to tell whether PPC, social or display ads are best for you: try them all and measure your results. May the best format win.

If you would like more information on digital advertising or professional help implementing digital ad campaigns, get in touch with your local WSI Digital Marketing Consultant today.

About Cheryl Baldwin

Cheryl Baldwin, Director of Marketing Communications at WSI, oversees WSI’s Marketing Department. She’s an integral part of the WSI’s global brand presence and corporate identity.

This post was originally published at


5 Things You Need To Know About the Future of Digital Advertising

Bob Peterson - Wednesday, November 30, 2016

Digital advertising has exploded over the last decade, and for good reason. There is no doubt that this is the internet age, and if your company hasn’t embraced digital marketing, it may soon get left behind. Advertising in the digital world is not just a trend, and some experts believe that it may soon all but replace traditional forms of reaching out to consumers. Digital advertising is fast, effective and inexpensive. This makes it an ideal choice for both consumers and marketers. Here are 5 things you need to know about the future of digital advertising:

WSI Blog - 5 Things you need to know about digital Advertising

1. Mobile Advertising Is Here To Stay

Marketers have been discussing the shift to mobile advertising for years. Mobile advertising revenue grew by over 66 percent between 2014 and 2015, in comparison to desktop advertising, which was up by just 5 percent.

Mobile advertising is growing faster than all of the other digital formats in the United States. Still, there has been a large gap between the amount of time consumers spend on their smartphones and tablets and the amount of advertising dollars and time devoted to the medium, which is as low as 12% of most advertising budgets.

Consumers are using their phones to search for products, watch videos and read reviews. Just like any other advertising format, diversity will allow you to reach larger groups.

As technology advances, and marketers are able to better target consumers via their mobile devices, mobile advertising has become even more attractive. Because mobile ads perform so well, it’s easier than ever to optimize advertising to look great on smartphones and tablets, and certainly worth every penny.

2. Consumers Have Short Attention Spans

In general, consumers are easily distracted. Time is at a premium and multitasking is so common that keeping the attention of potential customers can feel almost impossible. In fact, the average attention span is 8.25 seconds. Most people will leave a site within 10-20 seconds, so it’s important that your digital advertising techniques work fast.

This means that content that is short and easy to consume will perform better. Videos and infographicsare another good bet. The more eye-catching advertising is, the more likely that it will grab the attention of your target audience. Advertisement needs to pack a punch, and it’s not unusual for a video, for example, to perform better when it is just a few seconds long.

3. Online Ads Easily Annoy Consumers

How and where you advertise online should be considered with care. As effective as digital advertising may be, it can’t work if consumers aren’t reached. Most internet users are blocking ads and muting, or skipping past videos. Ad blocking also happens more frequently on phones than it does the Web.

Because consumers now know how to reject and report ads, it’s vital to target them, so that your company is not bombarding people with information that is not relevant. Following the rules and deciding on digital campaign strategies with care can help to ease these frustrations and get the word out to those that you really want to reach.

4. Marketing With, Rather Than To, Is Becoming The New Digital Marketing Norm

Ads placed on social media platforms like Facebook can work, and work well. Facebook and Google, on their own, are responsible for 76% of internet advertising growth. That being said, your digital advertising plan should include more than just placing ads.

Millennials, in particular, are still using Facebook on a daily basis, even if it not considered the trendiest of social media sites. Facebook is an easy-to-use advertising platform that allows users to easily share information, which is why it is so popular with digital marketers. Other sites, such as LinkedIn, Pinterestand Twitter can still be great places to advertise, but it may take more sophisticated targeting.

Internet users are bombarded with over 5,000 marketing messages each day, so what doesn’t resonate with them is quickly tuned out.

When digital advertising is relevant, sharable and invites feedback, it’s easier to consume, especially by younger audiences. Engaging in content marketing, or sharing relevant content that may be associated with, but is not necessarily advertising, a product is one successful tactic. This must also be done with care, in order to avoid seeming to “advertorial.”

Internet users today are less likely to buy a product or service because they see an ad over and over again. If people are talking about, and sharing content from, a brand online, however, consumers feel like they are participating in a conversation, rather than being sold to. That’s how marketing with, and not to, works.

5. Chat-Based Marketing Is Growing

More brands are turning to chat-based marketing. This strategy engages Internet users to interest them in products or services and is highly targeted. This personal interaction seems to be working well, especially with consumers who might already be interested in what you have to offer.

These chats take place in chat rooms, on Internet forums, instant messenger services or on social network platforms. As personalized and effective as this form of advertising may be, it can be time-consuming, especially if you are attempting to attract a large number of new customers.

Creating a unique website that allows visitors to chat within it is one way to make chat marketing work for your company. This way, you have an opportunity to engage those that are already seeking out products or services like yours and appropriate attention can be paid to the right audience. Allowing consumers to come to you can also be less invasive, reducing the risk that you’ll offend or upset potential customers.


It’s no secret that digital advertising is effective, and it does not appear to be going away any time soon. In order to get results, however, it needs to be done well. By taking the time to develop a diversified digital marketing strategy, you can avoid placing too much emphasis on tactics that don’t work and connect with the customer base that you need to achieve success.


About Cheryl Baldwin

Cheryl Baldwin, Director of Marketing Communications at WSI, oversees WSI’s Marketing Department. She’s an integral part of the WSI’s global brand presence and corporate identity.

This post was originally published at: 


Digital Advertising - Expand Your Reach

Bob Peterson - Wednesday, November 30, 2016


The digital advertising landscape was once limited mostly to pay-per-click (PPC) ads on Google. Today, savvy marketers have a growing toolbox of digital advertising options to expand their reach. Here are some of the digital advertising platforms that you should know about when planning your marketing and advertising.

Digital Advertising: Expand Your Reach

Paid Search Advertising (Pay-Per-Click)

Paid Search Advertising, or pay-per-click, is one of the oldest digital advertising methods, but it remains a reliable method of reaching a large number of prospects at a consistent cost.

Google remains the largest resource for PPC advertising. Google AdWords, the search engine’s PPC platform, commands nearly 70 percent of the paid search advertising market.

With PPC, you advertise based on keywords users enter into the search engine. Marketers bid on keywords, which are terms relevant to their products or services. When users enter those keywords as search terms, advertisements featuring those keywords appear on the search engine results page (SERP) alongside the organic search results.

An effective PPC platform delivers significant advantages:

Display Advertising

More commonly known as banner advertising, display advertising allows you to place visually appealing, attention-getting ads on sites that your customers frequently visit. These banners are usually rectangular areas that contain your advertising information and that can be clicked to take users directly to your site.

It is best to use a direct publisher when applying display ads. This allows you to avoid third-party fees and can give you access to a larger number of display networks.

Using a demand side platform can let you easily bid for ad space on several different ad exchanges. Programmatic display techniques allow real-time bid management and monitoring of results.

Shopping Campaigns

Shopping campaigns (previously known as product listing ads) work well for marketers who are selling a specific product. They work much like PPC advertising, but display relevant information such as photos of your product and its price.

A manufacturer of kitchen goods, for example, could have a shopping ad that shows several different types of spatulas, along with the price for each.

When users click on shopping ads, they are taken directly to a purchase page for your product.


Remarketing is a method for putting your advertising in front of those who have already visited your site. It gives you the opportunity to bring viewers back to your site and re-engage with them, presenting another chance to market your offerings.

In essence, remarketing “follows” people who have visited your site and presents relevant advertising designed to draw them back.

Remarketing can target users while they are anywhere online. There are also remarketing methods for engaging with users who have abandoned a shopping cart or who are browsing on Facebook.

Social Media Advertising

Social media continues to dominate much of the attention of online and mobile users. The three powerhouses of social media–Facebook, LinkedIn, and Twitter–give you access to a majority of social media users. Facebook alone has more than a billion users, half of whom use the site daily. With social media advertising, you can easily get your advertising message in front of audiences with the specific demographics you seek.

  1. Facebook uses demographic data and user interests to target your advertising. This means that Facebook is a good platform for highly targeted advertising.
  2. LinkedIn is more suited to business-to-business advertising. A large user base of professionals and business people make LinkedIn a good resource for advertising business-related products and services.
  3. Twitter also allows you to target certain niches or groups of people to drive traffic to your website or build brand awareness.

An additional social media platform is the popular video site YouTube. Using YouTube for your digital advertising engages your potential customers in a way that is appealing, interest-grabbing, and effective.

An effective digital marketing campaign can engage millions of potential customers that can’t be reached any other way. Keep these platforms in mind and try one or a combination to see how they can increase interest, traffic, and conversions.


About Benjamin Smith

Benjamin Smith is a digital marketing professional specialized in strategic optimization of online paid media channels since 2002, leading multi-million dollar digital campaigns for all size clients.


This post was originally published at:


The Real Truth About Digital Advertising

Bob Peterson - Wednesday, November 30, 2016


A few years ago, many businesses grumbled about social media being “just a fad” that “had no place in the business world.” Look how that turned out. The businesses that accepted social media is here to stay and figured out how to leverage it are the biggest winners. Digital advertising – especially native ads and social ads – are at that precipice, and the only question is will you take the plunge or retreat to what’s safe and comfortable?

For those willing to forge ahead, we created an infographic to help you decipher The Real Truth About Digital Advertising:

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Everybody knows the big knock against digital ads: they apparently annoy consumers and get blocked by a high percentage of the target audience. But maybe we all need to be less scared of digital ads and instead do what digital marketers do best: embrace the challenge of a fluid environment and discover where the opportunity to get ahead truly lies.

Digital ads are still extremely young. Technologies that help marketers and businesses run better ad campaigns are improving rapidly, and the ad platforms improve their products every single day. At the very least, digital ads are worth a little bit of experimentation, especially if you’re already working on increasing your brand’s digital footprint.

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I know we just talked about how digital ads are still so new, but the growth rate of digital ads is astounding. Next year, digital ad spend will surpass TV ad spend. Think about that for a second: digital advertising will soon be more popular than TV advertising. That’s crazy. But as TV continues to shift toward streaming services and other digital formats, the significantly lower cost of digital ads becomes an appealing option.

TV advertising still has the Super Bowl, but as with most forms of traditional advertising, something digital will eventually take over.


If you’re still worried about consumers’ ad blocking habits, then native ads have you covered. Native ads hide among the normal habitat of digital platforms and, in some cases, consumers see and interact with ads without realizing they are ads. This is a huge win for businesses (especially skeptical ones), marketers and even consumers. Given the hyper-targeting capabilities of native advertising, marketers can show ads to only people who they are absolutely sure will be interested in their products and services. And it really works – I’ve seen a native ad for a product and wondered how I’d never heard of it before (yes I soon purchased the product!).

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It’s clear businesses have embraced the idea of social media as a marketing tool. Case in point: a study found that 80% of SMBs have a social media presence. And yet the same study claims only 19% of these businesses have tried social media advertising. These two stats don’t make sense – businesses are embracing one tactic, but shunning another tactic that could enhance the effectiveness of the first tactic? If you’re doing any kind of marketing with social media, you owe it to your boss or client to at least see how social and native ads impact your existing campaigns.

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This tip comes directly from digital advertising guru Larry Kim. If you’re thinking about how odd it is that Twitter created a component of their platform that just doesn’t work, you’re not alone. But that’s what I mean about digital advertising’s youth; if you can think outside the box and discover ways to improve digital ads that nobody else is using, they’ll be that much more effective for you.

That’s the end of our monthly infographic summary, but come back next month to see what we have in store for July. Here’s the full infographic, for your sharing pleasure:

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Please include attribution to with this graphic.

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About Cheryl Baldwin

Cheryl Baldwin, Director of Marketing Communications at WSI, oversees WSI’s Marketing Department. She’s an integral part of the WSI’s global brand presence and corporate identity.


This post was originally published on


Adaptable Digital Marketing Wins New Business

Bob Peterson - Saturday, December 19, 2015

Adaptable_digital_marketingThe world of digital marketing moves quickly and you need to move with it. That’s not to say you have to embrace and introduce every new thing that comes over the horizon, but you do need to be aware of what’s there and whether it could be of benefit. Your ability to adapt to new challenges, circumstances and technologies is key to increasing your customer base and improving brand loyalty. Here are four essential steps to make sure your digital marketing strategy is ready to make the most of new and expanding online opportunities.

1. Be Ready with Responsive Web Design Time spent browsing on smartphones, tablets and game consoles continues to rise. If you want to keep up with your mobile customers your website must be fully responsive and able to adapt to any screen size. You need to get your message out with maximum clarity whatever device your potential customer is using. An unresponsive website is likely to give a poor user experience and ultimately will result in lost revenue.

2. Prepare for Success with a Social CRMMany businesses are now wise to the impact that social media can have on their marketing efforts. Social CRM systems help you manage your social media far more efficiently. In addition to managing your posts and updates across multiple platforms, they enable social listening; real time listening to what people are saying about you and your brand, or even your competitors. This will allow you to adapt your marketing and advertising strategy based on what those people are saying.


3. Become an Adaptive Content MarketerAs well as giving helpful information, your content is your way of showcasing your expertise, so your website should include an engaging blog. Regular, relevant content is essential for engaging your audience. A blog will enable you to use your valuable insights into customer behaviour to publish regular content which will engage your audience across the appropriate social platforms.

4. Review and Improve Using Data and Analytics Digital marketing is the most measurable form of marketing. Regular reviews of the analytics data from your web properties will allow you to identify challenges, shortcomings or potential areas of growth. Eliminate the need for guesswork and identify what methods are working well and what needs improvement. Use the data to inform your marketing decisions and decide on the next steps. There are a myriad of tools out there that can help with your digital marketing efforts. Some have both free and paid versions, like Hootsuite. Others are solely paid for services. There will be something to suit every budget, you just need to find the one that fits and is right for your business. These tools can help provide the direction you need to adapt and improve your online marketing, allowing you to win new clients, and increase repeat business.

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Grow With Digital | Paid Search Expert Advice

Bob Peterson - Saturday, December 19, 2015
Grow With Digital Paid Search PPC We recently interviewed Jack Porter-Smith of WSI Paid Search, a PPC expert and Google Top Ten Contributor as part of our 'Grow With Digital' series. Here are a few of the insights that came out of the interview. Paid Search is so much more than traditional text ads. Pay Per Click (PPC) encompasses Retargeting, Display Marketing, eCommerce/Google Shopping and Social Display Marketing.   At our recent Digital Summit Jack was asked about "what's the Slam Dunk for eCommerce Companies?"

Each of the above Paid Search techniques come with their own advantages and their own pain points. It's important to understand these before you launch into trying to use them. Google is very good at getting you to spend money. It's very easy to spend a lot of money and not get the kind of results you want, this is because although it's easy to start placing ads it's entirely another thing to run ads providing the best ROI possible. The first thing you must consider is what you are doing at the strategic level. It can be tempting to dive in at the deep end and start playing around with all of the functions of the various ad platforms available to you. Getting involved with the Tactical before you think about the Strategic is a sure fire way to cause yourself long term problems. Assuming you're already running PPC campaigns the first thing you have to ask yourself is if you're having success with them? If you can't answer that question easily then you have fallen into one of the most common pitfalls of PPC campaigns. Without proper measurement, tracking and proving of ROI how can you know what is working and what isn't? There are dozens of metrics you should be tracking when it comes to your Paid Search efforts, from Cost Per Click through to On-Site Interaction. Once you find out what is working, do more of it!

Retargeting is an area of Display Advertising that has been growing rapidly from 2009 through to today. A Retargeted Ad is especially useful because it only displays to a customer that has previously shown an interest in your product or service. The technology behind Retargeting is getting smarter every day with 'smart' options being the norm as opposed to single static ads that just follow users around the web. Assuming a good conversion rate of 10% of the people that click your original ad, that means the other 90% of the potential customers haven't purchased your product. For a fraction of the price of the original ad you can now target ads at this qualified customer and gouge into that 90% and hopefully convert a good deal more customers over time. Very few customers will commit to a purchase on their first visit to a site. Retargeting allows a second, third and fourth bite at the cherry.

With all this in mind I asked Jack why so many people seem to have trouble with their PPC and are reluctant to engage with the full variety of Paid Search options that are on offer. It turns out the wealth of information, feedback and options is overwhelming for most. It's possible to manage it all yourself, but not without devoting nearly all of your time to it. Even then chances are you're not going to be able to do it as well as someone who does it for a living. Jack made an interesting analogy. Suppose you have to travel 1000 miles and at the end of that 1000 miles there is some kind of reward. The only vehicle available to you is a helicopter and you don't know how to fly it, but there is a pilot there who does. He says he'll fly you the 1000 miles in a day and he'll only ask 20% of the reward. You could try to walk the 1000 miles, but that would take weeks, you might get the whole reward but who knows what might happen on the way? Is the reward even worth weeks of walking? If you try to fly the helicopter yourself it's doubtful you'll even get it off the ground and when you do there's a good chance you'll crash! Many people object to management fee's when it comes to outsourcing their Paid Search activity. The fact is that if you take 20% of your budget and use it to have the remaining 80% properly managed by professionals you will get far better returns than if you plowed all 100% of your budget into ads yourself.

Professionals like Jack dedicate all their time to Paid Search, they know every piece of software to use, how to test and what new innovations are game changers and what new innovations are going to fail. PPC can be done in-house but it takes a long time to get results if you're trying to learn along the way. PPC should be giving you instant results, if it's not it means you're using the tool in the wrong way. Whilst you can let people in the office slowly build your SEO and create your new content these are long term strategies. If SEO is your marathon then PPC is the sprint, stumbling through a sprint is not advised!



Google Shopping - Boost Your eCommerce Performance

Bob Peterson - Saturday, December 19, 2015

Google Shopping ecommerce

Google Shopping has been around for a couple of years now but there are still a lot of people that aren't using it. With the phasing in of the 'Google Buy' button you stand to lose a lot of business if you're not using Google Shopping.

Google Shopping listings feature above or beside the top Paid Text Ads. In a Google Shopping Listing you'll find a picture, title of the product, webpage and price. That's most of the key information a customer needs to start making a decision. An Ad with a picture is always going to draw more attention than one that only has text. On many pages with Google Shopping listings you won't find any organic content above the fold.

Google Shopping ecommerce

The most common reason we've heard for people not setting up Google Shopping once they've heard of it is the intimidating set up process. Google have set strict guidelines for putting your catalogue into your Google Shopping Feed. Google also hold very high standards when it comes to the truthfulness and relevance of your ads. Once you're set up it's a very intuitive platform that offers a lot of powerful tools to help manage your ecommerce. Google Shopping ads follow a lot of similar best practices as normal Adwords. The tried and true rules of being honest in your ad, using the right wording etc. Having your Ad title optimized is just as important as ever. You only get 150 characters so make sure to only put in the information a customer cares about. Don't waste characters on a brand name or model number if it's not important. A big tip for Google Shopping is to keep testing what works. Even more important than in text based PPC are variables such as time, location and demographic targeted.

Google Shopping differs from Search Ads when it comes to keywords. Everything in your Google Shopping Feed is automatically eligible to be found by a search, adding normal keywords will not increase your likelihood to be found. However negative keywords are key in your Google Shopping campaign. Use these to find and discount inefficient searches. It can be tempting to take a glossy stock image of your product and use it in your add. This is not always a good idea. Often for any single search Google Shopping will show 4 or 5 results using the same stock image. It can become difficult to differentiate yourself from the crowd. High quality images are essential so strike a balance between sometimes using the best possible image and sometimes using a unique one.

A great feature of Google Shopping is the ability to set priority levels across campaigns. Put best-selling, seasonal or overstocked products in a high priority campaign to ensure they receive maximum exposure. Google has also been working on third party Mobile-App integration. This means that products from Amazon, Ebay and other such large retailers can show in Google Shopping results and link into their app directly from the result. As ever, having a Mobile Responsive website is important. A great Google Shopping listing and Product can all be undone by a site that isn't easily navigated on a Smartphone or Tablet. Google Shopping allows many retailers to achieve a better Cost-Per-Conversion than traditional text based Paid Search Ads. It's especially useful if you have a somewhat unique product, or a product you feel can really make an impact when it's seen. If you're already using PPC to try and sell a product then it's almost certainly worth your time to at least investigate Google Shopping.

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Benefits Of Paid Search Ads For Business

Bob Peterson - Saturday, December 19, 2015
Paid Search Advertising Benefits PPC Paid Search Advertising can bring many benefits to your business. Paid Search leads into various other areas of Paid Advertising such as Remarketing and Display Advertising, but is most commonly associated with Pay Per Click (PPC.) At it's core Paid Search Advertising benefits your business because it allows you to get to get to the top of the front page of Google. Being first on the Search Engine Results Page (SERP) means more people will see your ad and are far more likely to click on it. Paid Search works well because it can instantly have you at the top of the SERPs whereas using SEO it might take you months, it might even be impossible depending on your keywords.

1. You Choose What Is Found

With SEO you can try to ensure the content you want found is found but often you'll find yourself ranking for keyword phrases you hadn't even thought of. With Paid Search you have total control of the Ad Copy, this means the title and meta-description of the ad will have been handcrafted by you. It also means you know exactly where you are directing anyone who clicks on that ad. This allows you a great deal of control over the process. You create the perfect ad through practice, the one that brings you sales. It's always trial and error but as you research over time you can craft the perfect ads that draw in quality customers. Here are some simple rules to follow for your Paid Search Ad
  • A title that is 50 characters or less
  • Tell the customer what value the product brings rather than what it is
  • Use actioned oriented language 'See Why!' 'Download Now!' 'Free Trial'
  • Entice the customer, but never misrepresent what they'll find on the next page

2. They Don't Click, You Don't Pay!

The key is in the name of Pay Per Click. Your add could feature thousands of times but if it's not clicked you won't be paying a penny. There are some caveats to this, obviously you have to bid for your ad space, so when it is clicked you will have to pay so never bid if you can't afford it. What this does mean is that you can carefully target your ads. Unlike with SEO efforts, where you want to generate as much traffic as possible you should view your Paid Search ads a qualification stage. Put in as much relevant information as possible to the ad and entice the customer in to your website. Even if they decide not to click your ad, chances are they've noticed your company name and website; impressions over a long period help build brand authority and recognition. Maybe you're not their company of choice today but if they recognise your name in future you're more likely to be.

3. Incredible Ability To Target

Using Paid Search you can target very specific groups of people on a wide variety of factors. One of the most common is geographic location. After all, if you're a Bristol Taxi firm you don't want people from Bristol , Massachusetts clicking on your ads! You can also target on factors such as time of day or include and exclude certain search terms. By managing your bid you can also decide where you display in the search results. Different demographics pick different results. Sometimes it's best to appear top of the page, but this is almost always the most expensive spot to be. Research has indicated many times the best place to be both pyschologically for the customer and financially for the advertiser is 3rd place in the paid listings on a Google or Yahoo search results page.

4. Perfectly Crafted Landing Pages

To get the most out of a Paid Search campaign you should have a whole workflow, from the ad, onto a specifically crafted Landing Page and then prompts to push the customer further into your website. Sometimes that's viewing more products, sometimes it's reading more articles and sometimes it's subscribing to a newsletter. What is great about Paid Search is you have control of that whole process and you can test, rework and refine it until you're seeing the best results possible. The key to the perfect landing page for a Paid Search ad is that is reflects exactly what the customer expected when they clicked on the ad. It's tempting to take a customer to your wonderfully designed homepage or your bestselling product but this is bad practice. If a customer doesn't see what they came looking for within 7 seconds then the majority of them will navigate away from your site. Not only have you lost a potential customer but now they have a bad impression of your brand!

5. Superb For Testing...Everything!

The immediate nature of Paid Search benefits constant testing. Your ads will always be giving you easily measured feedback whether through Google Adwords or other tracking software. You will have a whole host of metrics to play with and you should use them to be constantly improving all aspects of your campaigns. SEO and Social Media give you lots of things to measure and tweak, but nothing gives you such a wealth of information so quickly as Paid Search Advertising. It's the perfect platform for A/B testing. Try out different landing pages, Calls To Action and Ad Copy constantly. Little tweaks are the difference between a functioning campaign and a great campaign. What you learn from your Paid Search research can then be translated into your SEO and Social Media campaigns. Trialing new keywords is one of the most common uses of Paid Search testing because it's a waste of time spending 3 months organically ranking for a keyword phrase that brings in no business when you could have simply paid for an ad and trialed it for a week or two. Paid Search Advertising brings lots of benefits to a business, but it is just one tool of Digital Marketing and Paid Search alone is rarely a good choice,. When used with Content Marketing and Social Media Marketing the three become the backbone of any Digital Marketing effort.


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