Location Extensions for your local business’ Google Display Ads. What good are they?

8-google-adwords-campaigns

Location extensions are a Google AdWords feature that allows for the adding of location data concerning a business into an ad. But why are these extensions important? And how can you use them to your advantage?

Location extensions assist people in discovering the location of a sought after local business with the aid of Google Maps and Google.com. Doesn’t matter what the business offers. As long as it’s listed and it has a physical location, Google will help you find it.

With the help of Google Display Network ads, a store’s photos, working hours, and location are automatically uploaded for the benefit of shoppers who are interested in what said business has to offer. A good example would be of an individual interested in limited edition sneakers browsing online and coming across local information of a little known store selling limited edition, one of a kind Nikes. This would mean thanks to local extensions, our friend with the sneaker fetish can visit this neighbourhood store he’s never heard of and maybe find something interesting.

To help users along, Google has started automatically adding location extensions to Google Display Network ads that are eligible when a user expresses interest in a certain kind of business and is in the locality of said business.

As a business owner, what you can profit from using Google AdWords location extensions is quite extensive. Such as, but not limited to;

  1. Acquiring extra ad space for communicating your business’ value: With local extensions, you’re no longer limited to only traditional costly methods of advertising or social media. Now you can reach potential customers who are in the actual vicinity of your business and are looking for your specific services
  2. Encouraging potential customers to walk through your store’s front door: Potential customers who would have never known of your business’s existence now have a higher likelihood of visiting you. This is thanks to location extension’s targeted approach.
  3. It also improves your Click through Rate by up to 10%, which in turn improves your Quality Score and reduces your advertising costs.
  4. With location extensions, customers have more ways to interact with your ad instead of just viewing it. The can click on the ad’s headline, or hit a “click-to-call” button, or better yet, get directions to your business’s location. This added functionality comes at no extra cost to your business because you’ll still be charged the same Cost Per Click regardless if the user chooses to visityour website or your local store, or call.

With this information you can now decide if location extensions are worth it to your business and how to go about benefiting from them. Up your business’ publicity by making the best out of this added feature from Google.

“Fred” Google’s Latest Algorithm Update

8-What-You-Should-Know-About-Google-Fred-UpdateSearch Marketers Beware

Successful search marketing has a lot to do with Google’s search algorithm. As a search marketer, developer or SEO expert, you must be conversant with the latest Google algorithm trends to pull off a successful marketing campaign because it relates directly with:

  • Search engine optimisation
  • Search engine ranking and
  • Organic website traffic

Optimising Search Marketing by Staying Up-to-Date with Google’sever Changing Algorithm

There is need for every search marketer, developer and SEO expert to understand the dynamics of  Google’s algorithm as it undergoes frequent major and minor modifications every often because it is essential to the success of their business. It is important you keep your ears tuned to these changes, especially the major ones which have a considerably weightier impact on the overall success of your business. Google Webmaster YouTube Channel is a useful resource that keeps you informed on latest trends in the SEO world.

The most successful search marketers, SEO experts and developers are those who do due diligence in keeping up with Google’s ever changing algorithm which does have a significant impact on search engine optimisation and ranking that translate into organic website traffic.

To be on top of your game as an SEO expert, marketer or developer, you must have adequate information on latest trends in search marketing and SEO best practices. Google was said to have made a major change in its search algorithm over the past few weeks, on March 8th to be precise.

Latest Google Algorithm Ranking – March 8th 2017 Update

It was reported recently on the 8th of March 2017 that there was a perceived major update in Google’s search algorithm known as Fred. Google’s Gary Illyes recently confirmed the update which was a mere speculation before now. There were, however, obvious signs that indicated there was a major Google ranking update before it was confirmed as it already had its toll on the SEO world with hundreds of websites recording between 50% to 90% decline from Google’s organic search.

According to Barry Schwartz from Search Engine Land, the sites that were hardest hit by Fred are sites that place revenue generation above user experience. These are sites which he claims are heavy on ads with low value content. Google’s recent major update Schwartz says is link related. Studies have it that there were significant changes in Google’s rankings in the first week of February which were link and content related. January 10 also saw a momentous change in the SEO world after Google warned against intrusive interstitials. “Fred” is, however, what SEO experts search engine marketers and developers need to be more concerned about now.

The safer thing to do is to go low on ads if your website is already heavy on this and focus more on quality content that will be useful to everyone who visits your website. The most important thing you should keep in mind is user experience.

New reporting features available in Bing Ads Accounts

Bing Ads

Entrepreneurship is the order of the day and everyone is take advantage of the new media revolution to cash in on the digital marketing space. This way, without hassles, products and services can be advertised for wider outreach, while bloggers can also drag ads to their blogs or websites.

The next dilemma is making the choice between google and bing for the ad space. Google surely has more popularity from over the years and has a majority of the digital marketing pie. However, Bing is gradually becoming a force to be reckoned with in the search engine online services war.

Several bloggers and online retailers have written thought pieces about the Superiority of Bing Ads over Google Adwords. Recent statistics have shown that Bing has grown to hold 20% of the search market share while google paid search clicks dropped by 11%.

Why go for Bing Ad?

The growth as mentioned above is by no mistake. Several innovations have set Bing Ad on this rising trend.

  1. It offers less competition. This is crucial for new users. No competition hassles since majority are still on google adwords. At same time, it offers cheaper Cost per click (CPC) compared to google.
  2. Better device targeting. Brings out features directed at individual devices. Sort of a personalisation.
  3. Better social extention
  4. Search demographics can be better controlled
  5. It doesn’t force close variants on you.

Even with these advantages, Bing is not resting on its oars as it brings new reporting features for better user experience regularly. I will be mentioning 3 of the major new reporting features:

Bing Ads Accounts

  1. Performance metrics. Many users have multiple accounts and keeping tabs on progress made becomes a major issue. Performance metrics are new reporting features that help assess the performances of your accounts and compare performances between periods, as well as changes
  2. Data splitting: New reporting features allow you split your data and analyse them in segments. This way analysis of performance can be scaled down to a particular day of the week, or quarter of the month. The data can even be split based on the type of devices clickers used.
  3. Data presentation: Performance metrics can be a lot of data, formulas and so on. For faster assimilation data presentation features have been added. Now the data can be presented as linear graphs, charts and so on.

More and more users are beginning to recognise the user friendliness of Bing Ads and as long as the digital marketing space gets wider and more competitive, Bing Ads will continue to add more attractive reporting features.

Google’s updated iOS app pulls in YouTube videos, menus & more

Google ios App

The Google iOS app has been described by iTunes as ‘’the best of google in one app’’ and it just got better. On Wednesday, 4th January 2017, Google updated its iOS app to version 22.0, a revamped new version which includes several new features that allow users to do more without having to leave the app.

With the new version,users can now:

  • Play YouTube videos direct from cards on their feed, without having to open the YouTube app or access a new webpage.
  • View restaurant menus from restaurant search results,without actually having to visit the restaurant’s website. The Knowledge Graph Cards for restaurants search now have a new menu option and tapping on the menu option will allow users to view the restaurant’s menu.
  • View rates and booking info. All you have to do is to search the name of the hotel and expand the Knowledge Graph Box.

The new version of the app also has a built in Gboard, which allows users to change their keyboard to Google’s Gboard, without having to download it separately- as long as they have the google app installed and they change the necessary settings.

Google also updated its google calendar app on Thursday. The update turns the to-do app into a sport-orientated tool. In doing so, it brings the Apple Health integration into the iOS app.

With all the good stuff on the iOS app update,it’s beginning to feel like some users’ view that Google is making better Apps for iPhone than for Android and it might just be justified. Dieter Bohn on verge states that “Google on the iPhone is sometimes better than google on Android’’. I for one however, would like to see some of the cool features from the newly updated version 22.0, available on google on Android soon especially the YouTube videos.

We do know one thing for sure: Google did a good job on the newly update. The iOS 22.0 is great and we are loving it!

Best merge your PPC and SEO worlds and achieve cross-channel success

PPC SEO Cross Channel

Should we pay per click or should we just focus on search engine optimisation for our website? That is one of the questions business owners and campaign mangers ask themselves when they are looking to increase the traffic to their sites, as well as increase the conversion rate.

The answer to that question is that PPC and SEO both help you to get to a specific destination- just that they use different routes. It is not far-fetched to see that if the forces of the two combined, you would get to that destination quicker and in better shape. They complement each other.

Integrate SEO and PPC

When you combine your SEO strategies with your pay per click campaigns, you are able to share your search marketing goals between both options. They are different channels that when crossed, will bring you much success.SEO and PPC

There is no other way to say it. Ensure that you are integrating both channels and maximising the unique advantages they hold for your search marketing.

Things to note

  1. You will need to conduct keyword research to use both channels maximally. For either channel to be successful, keywords are the basis. In addition, keyword data generated from one channel must be shared with the other so as to make targeting better and more accurate.
  1. Share actionable data: Organic data from your SEO strategies is as important as the data you will get from your pay per click campaign. The data from both sources should be examined and used, to determine your actions going forward.
  1. With a combination of both, you are able to target the right people at the very right time in the right place and with the right organic content. That is too important to overlook. It is what you get when your pay to click campaign messages are right next to the organic listings of your website that you have achieved with your SEO strategies.
  1. If you are using the two channels, do not use them in a silo manner. Let both channels have shared goals that will guide their actions. They should not have separate goals.
  1. Budget: The issue of budget is always one of the top reasons why people are not excited about combining SEO and PPC. While the budget issue is indeed a legitimate concern, you can always custom create a combined SEO and PPC strategy that can suit your budget.

In conclusion, you can win at your search marketing by being open minded and flexible in your use of search engine optimisation techniques and pay per click campaigns. Combine forces.

Facebook Launching Custom Frames That Appear Similar to Snapchat Geofilters

Facebook Launching Custom Frames

Facebook is constantly launching new features to keep its users interested and hooked. However, its recent feature ‘Custom Frames’ seems to be borrowed from the Snapchat Geofilters concept.

According to DigitalTrends.com,Facebook now lets users create their own frames, which are like graphics that can be overlaid on images and videos. Users of photo editing apps such as PhotoShop and PicsArt should be very familiar with the concept of overlaying.

The new feature can be accessed via the in-app camera effects platform. Facebook’s existing feature ‘Profile Frames’ has been upgraded by adding special effects that can be downloaded and customised by users to create new backgrounds for their pictures.

The new feature is currently undergoing testing in some countries like UK, Ireland, and eventually, the U.S.

How Does It Work?

Facebook Launching Custom Frames

Create Your Designs

Right now, there are a few ready-made templates, but users in the countries listed above and a few others have been assigned the fun task of creating frames with design tools in PNG format. The frames are saved with a transparent background. This allows them to be used smoothly in the overlaying process.

Facebook Launching Custom Frames

Upload them to Facebook

After creating frames, they are uploaded unto Facebook. The frames are previewed to get an idea of what they would look like in various sizes, for example: portrait, landscape, square, etc. Basically, this is how you know the type of frame that fits different screen orientations.

Include Details about Your Design

Users also fill out details about their frames before submitting them to be reviewed. The reviewing process can take up to a week.

Get Approval and Track Your Creations

Once you get an approval, your creations become active and available to others for their videos and photos. One amazing thing about this is that you actually get to see the stats on how popular (or not) your designs are with Facebook users.

The Question on People’s Minds

Considering how similar this new Facebook feature is to Snapchat Geofilters, we’re all curious as to whether or not it will be launched successfully,and how well Facebook users will catch up on the new trend.Well, if some really unique frames were created, it would definitely give Facebook an edge over its competitors. The new ‘Custom Frames’ feature also appears to be intended for use by more than one individual,considering several people can use uploaded frames. Either way, it’s likely to be a huge hit amongst Facebook users.

Facebook Launching Custom Frames

Google’s Shift to Mobile-First: Mobile Moments That Matter

Google index mobile first

The world has gradually become a mobile-first world. This is evidenced even in our simple routines where the first thing we pick when we wake up is a mobile phone. Many people are using their phones more than they do their computers. Google has seen this trend and has shifted to prioritise mobile results.

Google in November 2016 announced that when it comes to search results index, they will be putting mobile first. This means that the mobile version of your website will be regarded as the primary one for search rankings. Prior to now, to rank your website, Google looked only at the desktop version of your website but now will be looking at the mobile version instead. It will be looking at its content, structure, links and relevance to visitors.

How does this affect you? You might ask.

If you have a website, your site is likely to have a separate mobile version, not have a mobile site at all or be a responsive site that is optimised for both a computer and a mobile device.

For websites that have separate versions, the drawback here is that if the desktop version is the one with better content and structure, Google will not see it. The crawlers will only go through the mobile site and not the desktop one. If your website is like this, you need to update and upgrade the mobile version of your website. It should have the same content and user relevance and experience that the desktop version has to offer.

If your website is desktop only and has no mobile version, it will have lower search engine rankings. The Google crawlers after all search through all websites not just the mobile ones.

For users with responsive websites, the shift mobile first indexing has more or less no effect on them. Such websites are mobile friendly as they already have a content and structure that display and work well on a mobile device

Mobile First Indexing

What should you do?

To ensure that Google’s mobile-first indexing is working to your favour, you should:

  1. Make your website friendly and responsive if it not already
  2. Create content that is best for mobile. If you have both mobile and desktop versions of your website, you do not need to duplicate all the information on the desktop into the mobile version, just get a way to better communicate the same message in a way best suited for mobiles

There are a few other things such as ensuring a good user experience when your website is viewed on a mobile device but doing these two basic things will help your website get the mobile-first advantage.

Twitter Rolls out Automated Direct Message Replies for Businesses

Twitter

On November 1, 2016 Twitter announced the launch of an automated direct message feature for business accounts. Businesses can now send welcome messages to their clients automatically. They can use this feature to create multiple welcome messages, replies, and link clients directly to a particular greeting from tweets, websites, apps etc. A reply can be automatically sent to a direct message from a customer.

This feature was kick started to help businesses create relevant and beneficial communication with their clients without being distracted from the other tasks at hand. The new features are there for increased efficiency and productivity of businesses, while still keeping customers satisfied.

How it works is that once a Twitter user enters a direct message conversation with you (by selecting your account as the recipient of their intended message), an automated welcome message from your business account will be sent to them. This will be sent even if the customer does not send you a message first. When they eventually send the message, the features allows you to automatically send a message back to the user immediately.

With welcome messages and quick replies, businesses can now show the public that they are committed to serving their clients as best as they possibly can. Some of the messages could include a prompt that links the customer directly to your company’s customer support line. The message feature will reduce how long people have to wait before getting a response from you. It will be particularly beneficial in cases where the information needed by the user,such as contact details of your brand is included in the message body.

However, these automated messages should not take the place of you having a conversation with your brand. Customers like to engage with a real person as opposed to engaging with an automated one. This feature should not stop your account manager from personal replying to enquiries from clients.

Brands such as Evernote and Pizza Hut are making use of this feature to increase the level and quality of their interaction with their customers. Your business account can do the same thing. Start by visiting Twitters support settings page so that every personal account user can enjoy this new level of engagement with you.

Twitter Rolls out Automated Direct Message Replies for Businesses

Facebook Changes Page Layouts

Facebook Changes Page Layouts

After testing out new features on a number of pages, all pages on Facebook now have a new layout. The layout does not affect personal accounts and profiles, only Facebook pages. The changes did not totally take out any elements. They were merely moved around.

The new things that were changed or moved around in the rollout of Facebook page’s new layout include features such as:

  • A square page profile picture with the dimensions of 160 by 160 pixels.
  • The page’s profile picture no longer sits in a corner of the cover photo. It has its own space now in the left hand column.
  • A page cover photo with dimensions of 828 pixels wide by 315 pixels high for desktops. The dimensions for smartphones are 640 pixels wide and 360 pixels high. The position of the cover photo has also changed; it has been moved to the right.
  • There is a bigger call to action button. The call to action button is now at the right hand column directly under the cover photo and it is bigger and more prominent than it used to be. Calls to action buttons include “Book Now, “Shop Now”, and “Request Appointment”, among others.
  • There is a navigation section that can be customised. The layout has a new navigation from where users can visit the different sections of your page. You can customise this navigation area to show different sections as it suits your business such as upcoming events, videos, posts, and others.
  • The apps most important to you now appear on the right hand column. The page has a long list of apps on the left side under the profile photo, but you can choose three to appear on the right hand side.
  • You now have totally free ad pages. Prior to now, ads use to appear on the right hand side of Facebook pages. With the advent of the new layout, Facebook pages have become ad free.
  • The ‘like’, message and share buttons have also been relocated. They are now placed under the cover photo at the left hand side

firstclickdigital facebook page

Page administrators can enjoy the various options offered with the new layout by going to ‘Settings’and clicking on ‘Edit Page’. The Edit Page section is where users can customise the different sections of their page as it suits them, as well as edit the content therein.

facebook page edit

Bing Ads Releases a New, More Advanced Campaign Setup Process

Bing Ads Advanced Campaign Setup

The second most popular search engine released its much expected upgrade for advertisers to set up their campaigns easily. In recent times, Bing Ads have been advancing rapidly with its new ad extensions, bidding options, targeting improvements, and a better, more optimised platform.

They have made the campaign set up process easier to reflect the qualities and optimisations advertisers need to succeed with Bing Ads.

The following steps show how advertisers can input their campaigns

  • Establish a business goal to direct the creation of your campaign

On the ad platform, it first asks you to select the goal for your new campaign. The options available include “visits to my website”, visits to my business location” and so on. This goal will be used to suggest different features or defaults to start off your campaign on the right note. Regardless of the goal users choose, the campaign will have access to all available features. The goals page also has new shortcuts to other campaign setup tools like File Import, Keyword Planner and Google Import.

  • Copy campaign setting & target particular location

The upgrade allows users to copy settings from a pre-existing campaign. Advertisers can also target specific locations where they want their ads to appear. For instance, users can now manage radius targets in the same view as other locations.

  • Use custom keyword recommendations to target the right searchers

Keyword research can be a handful, especially for long-tail key phrases. Bing now offers tailored keyword suggestions to assist advertisers in prompting the right search results. The keywords have been designed to reflect a URL from your website.

Each suggestion shows the popularity, cost and competitiveness of the keyword. The keywords are also placed in ad groups according to relevance, making it easier to target ad copy and bids to various search queries you want them to show for.

  • Include high-value features for your ads

Features like ad extensions make your ads more captivating and can drive clicks and conversions. There is an available library of ad extensions when you are setting up a campaign, and each ad extension suitable for the campaign goal is highlighted to make selection easier. Unlike before, advertisers are no longer limited to only one ad, but can set up multiple ads and manage them in one page.

  • Use performance estimates to set informed bids

In this last stage, the page has been optimised to enable you set your budget and bidding values. Depending on the campaign features added so far, Bing provides performance projections on what it believes your campaign’s clicks, impressions, ad spend, and average ranking position will be.

Bing Ads Advanced Campaign Setup Process

To get the hang of the new set up process, you can practice without taking the campaign live. Like Google AdWords, Bing Ads is optimised to help advertisers serve ad campaigns to prospective customers searching the internet for services they offer.

The product provides a highly controlled and measurable ad serving process for online advertisers, and will increase use of Bing Ads.