How To Use Instagram Marketing To Drive More Sales

Posted on September 17, 2015 by Crystal

instagram_businessFollowing the launch of paid ads 18 months ago, Instagram has become a powerful marketing tool. Major brands that have been successful early adopters of Instagram marketing include Mercedes-Benz, Ben & Jerry's, Cadbury, Levi's and many others. In fact, fashion retailer Michael Kors earned 33,000 new followers and reached an audience of 6.15 million users worldwide from their first paid Instagram post, which was 16 times more successful than non-promoted content on the same platform.

2015 Is the Year of Instagram

Instagram now has an active user base of 300 million people worldwide and this user base shares 70 million new posts or more each day. Social media experts attribute its highly engaged user base and meteoric growth to increased mobile adoption among all age groups, privacy concerns and annoyance over Facebook and Twitter's frequent platform updates. For brands considering engaging a social media agency, the time is right now. Forrester Research has found that Instagram boasts 58 times more engagement per follower than Facebook and 120 times higher engagement than Twitter. 

More Impactful Instagram Marketing

Following the successful launch of Instagram marketing options, the platform has updated ad formats to have an even bigger impact on prospective buyers. Offerings include much more than promoted photos. It's simple to entice prospects with 15-second autoplay video ads, which are a powerful format for video-loving Internet audiences. The new carousel ads offer additional photos and information to interested viewers who swipe left on promoted content.

Instagram Continues to Build Momentum

The new ad format includes improved targeting, allowing brands to reach the right demographics. By putting relevant content in front of Instagram users with relevant interests and demographic profiles, brands are able to maximize their advertising response. Additionally, direct response ads can connect buyers directly with additional information on the product showcased. By connecting interested parties directly with an opportunity to buy immediately, brands on Instagram can maximize their potential for impulse purchases.

Finally, by making Instagram marketing available in the tool's Power Editor, brands of all sizes are able to leverage the power of paid advertising. It's no longer limited to major organizations like Disney and Turkish Airlines, who were successful early adopters of video ads. 

What Next?

Engaging a social media agency can allow your brand to maximize Instagram's highly engaged user base of 300 million prospective buyers worldwide. By working with expert Instagram marketing services, you can effectively target the right demographics and buyers as well as ensure you get the best immediate response possible.

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Paid Search Strategy 101

Posted on September 10, 2015 by Troy Lerner

web-trafficPaid search marketing is an advertising method where you pay for display on search engine result pages. While paid search and search marketing are terms that sound familiar, search marketing does not typically touch on paid methods of search engine placement. A paid search strategy comes in several forms. 

Paid Search Ads

Paid search ads are search engine listings paid for by a company. They are displayed in various places on the search engine result page when a user types in a keyword the company specifies. For example, on Google, these ads are displayed on the top and right side of the search results.

Paid Search Advertising

Paid search advertising takes the guesswork out of where your company is listed on a keyword page and where the information is displayed on the ad. Search engines offer advertising platforms to facilitate setting up paid search ads. Google AdWords is the most popular paid search platform, with 64 percent of marketshare. Bing Ads is starting to gain momentum, however, with 20 percent of marketshare. Yahoo Search Ads brings in the back of the pack with 13 percent marketshare. With a variety of options, you have several to choose from when using paid search ads.

Pay-Per-Click and Pay-Per-Call (PPC)

Pay-per-click and pay-per-call are both examples of pay-per-action search advertising. When the user takes an action, you pay the search engine advertising platform for that user action. With pay-per-click, you pay anytime a user clicks on one of your search engine ads. For pay-per-call, you pay when the user calls in.

Cost-Per-Click (CPC)

Cost-per-click is the term used for how much you pay per click for your search ads. The CPC varies based on what keywords you target and where you want to show up on the results page. Highly competitive and high-value keywords have a higher CPC than a term that doesn't get a lot of interest. 

Cost-Per-Thousand Impressions (CPM)

While most ads are sold on a CPC basis, some search advertising options are sold on a CPM basis. With this type of search ad, users don't have to take any action—they simply have to view your ad on the page for it to count. Companies may use these types of ads for building brand awareness.

Paid search provides another way for you to leverage search engine traffic for your company. A PPC agency can help get you started in the complicated world of paid search ads—they're PPC experts who understand each platform's nuances, and they'll take care of the legwork for you.

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3 Surprising Facts About Paid Search Strategies

Posted on September 03, 2015 by Troy Lerner

Dollarphotoclub_84311388The paid search world requires a savvy advertiser to pay attention to trends and get on board at the right time. Today's paid search strategies look nothing like the campaigns of even two years ago, with major changes in platform, keyword focuses and ad inventory.

1. Mobile Paid Search Spending Continues to Rise

Paid search strategies are no longer dominating desktop platforms, with marketers focusing 49 percent of their paid search budget on mobile platforms throughout the 2014 holiday season. For the 2015 holiday season, this number is projected to go even higher. The mobile market is seeing increased search volume, although it's important to know the differences in paid search strategies between your mobile and desktop viewers. Your site experience, content and flow must be optimized for mobile, not simply exist as a responsive version of your desktop site.

2. Local Search is Key

Even large brands benefit from localized search, as localized search is more relevant for searchers. This is due in part from Google's Pigeon update, which focused heavily on improving local search result listings. Google has also tailored listings according to local areas as mobile search has grown. The number of searches looking for information "near me" is a large driver of this change, as searchers want the most relevant information delivered quickly when they're looking for something specific while out of the house. An all-inclusive advertising strategy has to embrace local paid search.

3. Bing is Gaining Steam

Google AdWords still holds the top spot for the paid search marketplace, but Bing Ads are picking up a surprising amount of steam. Bing currently holds 20 percent of U.S. search market share, thanks to the share taken from smaller search engines like Yahoo, as well as heavy Firefox promotion.

Recently, Bing is gaining plenty of attention. On Bing, paid search advertisers enjoy lower competition and cheaper CPCs, more granular control with campaigns and ad groups, and better device targeting options to reach out to mobile users. Google Adwords may have higher volume, but Bing is doing a significant amount to make itself attractive to advertisers.

Mobile paid search is a world full of opportunities, especially if you look outside the Google Adwords box. A PPC agency can assist you in working your existing paid search strategies into tactics that effectively reach mobile users and take advantage of Bing's growing market share and ad inventory.

How to Not Waste Your Ad Budget: AdWords Experts Weigh in

Posted on August 21, 2015 by Crystal

With so many businesses and services competing for users' attention on the Internet, you need to make every AdWords Expert Advice: Wasting Ad Budgetlittle bit count if you're investing in pay-per-click (PPC) advertising. Don't fall prey to "click fraud." Click fraud is when a person or robot repeatedly clicks on your ad, costing you money without generating real views for your content. Follow the advice below from our AdWords experts to lessen the risk of your ad budget going to waste. 

Target Long Tail PPC Keywords

Figure out which keywords you want to bid on to get the highest possible return on your investment. Words and phrases that are high-value, industry-specific and well-targeted will bring in more human traffic to your site. Emphasize intent-based keywords like "where to buy" a product, which often indicate that a searcher is ready to make a purchase. Also investigate how to improve your landing page relevancy so that legitimate users will stick around. 

Look at Your User Behavior

Make a habit of checking your PPC account every day so that you can catch any suspicious behavior. Focus on your users' dimensions like their city or country. Also useful are the reach and frequency data, which help you uncover clicks from a single IP address. Compare the repeat click-through numbers with the daily bounce rate. If you use analytics services from companies like Google, you may be able to see the number of clicks that have been categorized as invalid. 

Establish Your Budget

Projecting the expenses for your PPC campaign can be a delicate art. Some companies like Google and Yahoo provide tools to assist with estimating your costs, or you can consult a PPC agency. Set strict maximums for your cost-per-click bids and your total daily budget. If you're just starting out, you may wish to gradually increase your budget over time as you learn which sites are high-quality and which are putting you at risk for click fraud.  


If you're still unsure about the best steps to take, or if you'd like more information, it's wise to get advice from a pay-per-click agency. Search engine marketing and AdWords experts can help you with these and other strategies to reduce your risk of click fraud and improve the quality score of your keywords.

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5 Important Places Long-Tail Keywords Should Be Used

Posted on August 14, 2015 by Crystal

Keywords are an important part of your internet marketing strategy and they continue to get more nuanced as 6_dmVjdG9yXzMzN18wNwsearch engines get better at providing users with information. Long-tail keywords are the newest addition to the keyword conversation and have gained a place in the world of SEO; they are longer and more specific keywords compared to regular keywords. For example, if “real estate” is a simple keyword, “two-bedroom real estate for rent in San Francisco” would be a long-tail keyword. These are the terms users who are closer to a point of purchase use during their searches, which is why long-tail keywords are important in the right places.

What Do Long-Tail Keywords Do?

Using long-tail keyword phrases boosts your SEO efforts by increasing the amount of users who are able to find your page. They increase your reach and provide your customers with information that answers their questions. Long-tail keywords also lead to higher sales conversions and more pages indexed in Google, which can do wonders for boosting your appearance in search results.

Where Do You Use Long-Tail Keywords?

Here are the places to use long-tail keywords to get the most out of them. 

Pay Per Click Ads

Pay-per-click (PPC) ads are part of an internet advertising model used to direct traffic to websites. Advertisers pay publishers when an ad is clicked so website owners get cash every time they get a new click. Pay-per-click agencies specialize in paid search strategy by helping companies use long-tail keywords to attract more clicks, and therefore more revenue, to their business. 

Site Content

Insert long-tail keywords into different spots in your website to increase your performance on the Web. Make sure a keyword exists on every page and use long-tail keywords in hidden places (such as image file names and page titles). 

Blog Content

Come up with articles and blogs that employ the phrases you’re looking to use. For example, if you own a used-car business in Atlanta, create blog posts that offer driving tips in the area and employ long-tail keywords within the post.

Place Keywords in the Right Places in Your Content

Sometimes you have great content with long-tail keywords that's not affecting traffic. This could be because you’re putting keywords in the wrong places. Use long-tail keywords in H1 and H2 titles of your pages and blog posts. For instance, instead of having a headline that reads “Life Insurance,” have it read “Affordable Life Insurance Policies in Des Moines, Iowa.” Title tags and alt tags are additional places long-tail keywords can be useful.

Implementing long-tail keywords can be incredibly beneficial to your business. It can be helpful to use a paid search strategy to help you get started on putting keywords in place and learning to use them in effective ways—investing a little money in marketing strategies like this can have huge payoffs in the long run.

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The Great Link Building Debate and Where We Stand

Posted on July 31, 2015 by Crystal

For years, the great link building debate has been raging, with marketers divided over whether they should focusSEM-Management on building links or not. According to Google, focusing on links brings more problems than benefits, but many SEM experts are convinced that link building can still be worthwhile if it is done the right way. 

What Are External Links?

External links are links to your site that are hosted on other domains. In other words, websites that link to your content are providing outside links to your site. Similarly, you can provide external links to other sites by embedding links in your content. 

Why Do External Links Matter?

Search engines take the number of external links pointing to a web page into account when deciding how highly that page should rank in the search engine results pages (SERPs). According to a Moz study, the number of websites linking to a page is one of the factors that correlates most strongly with that page’s ranking. The same study showed that almost no websites make it to the front page of a Google search without having at least one external link.

Stay Clear of Link Farms

The quality of external links matters at least as much as their quantity. Link building strategies that generate high numbers of external links can attract penalties from Google and other search engines. Link farms – sites that exist solely to host links to other sites – can provide huge numbers of external links, but the links they provide are low quality and are likely to hinder rather than help your SEM management strategy. High-quality links come from sites that contain plenty of original content on a topic closely related to the topic of the linked site.

How to Safely Build Links

Link building can be a valuable part of any SEM strategy and can be used alongside PPC and Adwords marketing to bring traffic to your site. To avoid the risk of Google penalties, you should focus on earning rather than building links. By creating great content and getting it in front of the right people on social media, you can earn high-quality links to support your search engine marketing campaign.

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Here’s What the Growth of Video on Facebook Really Means For Your Business

Posted on July 24, 2015 by Crystal

2015 is a great year for Facebook and businesses. The social media giant is now becoming a direct competitor of YouTube in terms of video uploads and sharing. In fact, statistics show that the number of videos uploaded to Facebook increased by 94 percent in the U.S. alone. It was also noted that Facebook video views have grown by 50 percent between the months of May and July, reaching as high as one billion views per day. Digital marketers are certainly having a field day with the data presented, since it is now easier for them to promote brands and make a personal connection to their target audience with videos. By using the Facebook Ad Manager, marketing in a large, albeit digital, scale is possible in just a few clicks.

facebook advertising agency

Digital marketing companies are now exploring the advantage of using video content in presenting and promoting products. According to a survey, 64 percent of the consumer population is likely to make purchase decisions based on videos. In fact, when using the Facebook paid advertising services, live action 10-second ads are likely to gain more fanfare and clicks as opposed to still images.

Videos Come to Life on News Feeds

Incorporating video marketing in your digital campaign is the best route to take. The growth of videos on Facebook means that users would be able to discover more content when auto-play videos are available on their feed. In addition, there are new Facebook Power Editor services to play with. One of them is the Video Views Objective, which helps your business improve audience reach. This service optimizes video content for the viewing pleasure of Facebook users who frequently watch across devices. Take note that when video count increases, the cost per view decreases.

Video View Count is on Display

Businesses and Facebook users can also see how many times a specific Facebook video ad has been viewed. The displayed video count will help you measure digital marketing performance in lieu of likes and shares. You would not need a Facebook advertising agency to do the math, because it is already given. Meanwhile, Facebook users will gauge what’s trending at the moment just by looking at the view counter.

Videos are conveniently used for information and entertainment. Reading and swiping are irrelevant when videos auto-play in front of you in Technicolor glory. With Facebook video ads, marketers can truly shape the perception of consumers in relation to the product or service they are promoting. With Facebook joining the video-sharing bandwagon, digital marketing will surely take larger shares from the consumer pie in the coming years.

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Sure fire ways to deliver the right information in your ads

Posted on July 17, 2015 by Crystal

Google search interest in locations “near me” has doubled since last year, with 80% of traffic coming from adwords agencymobile. Consumers have super high expectations for immediacy and relevance and want information to be super accurate and informative. 4 out of 5 customers want search ads in engines like Bing to be customized to their city, zip code or immediate surroundings. It’s important for advertisers to capitalize on this space in the marketplace to get the most out of their ad money.

Which location is closest to me?

Smart adwords agencies continue to develop richer local ad formats that deliver more relevant information and enhancing SEM based on what someone is searching for. Your ads should always have an option for customers to locate the nearest location to them with the click of a button. Consumers don’t want to have to enter in an address and wait for a search to pull locations for them – they want instant access to the businesses that can benefit them immediately.

What businesses are near me?

It’s best to have ads show a number of different businesses for location-related searches such as “nearby restaurants” or “nearby computer repair.” Every ad unit should have optimized features like call buttons and access to directions that make it easy for customers to find this info and contact the business. When your customers are on the go, they need their search to be simplified and for it to be easy to compare their options and take action.

Don’t just think “one and done!”

Customers these days have instant access to an entire world of information – they just need it to be wisely sorted and organized so that it’s easily digestible and they can immediately find what they want when they want it. Ads need to be custom-tailored to people’s exact contexts. That’s where extensions come in handy. Location extensions are one example, but there are many types of extensions that adwords experts can help you take advantage of to vastly improve your click-through rate, especially with PPC ads. Paid search ads can make sure that your ad shows up when a product is available at a nearby store, etc. In order to make the most of extensions, it’s important to enable a number of site links (six or more), use callouts but keep them short and also apply reviews from third-party sources.

Using the right combination of extensions can lead to hugely incremental conversions for businesses. They can help meet conversion goals by providing customers with the information they are seeking and by reinforcing their trust.

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5 Characteristics Every First-Rate SEM Manager Has

Posted on July 10, 2015 by Crystal

In recent years, search engine marketing (SEM) has exploded into a multibillion-dollar industry. Both large and SEM Managersmall businesses benefit from SEM techniques, which help to bring in new customers. Over the years, the role of SEM manager has become central to a business’s marketing strategy, with the result that client-facing, business-savvy SEM managers are needed now more than ever before. Here are five key characteristics that every first-rate SEM manager must have to thrive in today’s market.

1. Clear Understanding of Paid Search

As a first-rate SEM manager, you have to know the ins and outs of pay-per-click (PPC) advertising and be ableto implement this method effectively. It’s essential to keep up with the latest features, tools and functions offered by common PPC services, such as Google Adwords and Bing Ads.

2. Impressive Communication Skills

Besides being an Adwords expert, you must also communicate clearly with the rest of the team so that everyone knows what goals the paid search marketing campaign needs to accomplish. Listening skills are key here, but SEM managers also need to be able to present their findings in a way that engages everyone in the business — owner, marketing director and C-level execs.

3. Awesome Analytical Skills

An SEM manager needs to be proficient in Google Analytics and other popular analytics tools. An essential step in a successful SEM campaign is finding out which methods are delivering results. As SEM manager, you need to be a natural-born detective, keen to dive into the data and find out exactly how your organic and paid search campaigns are performing. You can then use this information to refine the organization’s SEM strategy.

4. Ability to Meet Deadlines

A search engine marketing agency works with many clients who all have deadlines to meet. A great SEM manager is able to juggle every account and hit all the deadlines, which is important for client satisfaction and retention.

5. Ability to Predict and Forecast

A first-rate SEM manager is never blindsided by sudden changes to search algorithms and is able to quickly recover when traffic drops. Staying abreast of the latest changes in search engine marketing allows the best SEM managers to always remain ahead of the competition.


A good SEM manager is like an architect: he or she designs the ideal paid search campaign for any organization, taking into account the individual needs of the business and the practical details of the campaign. The best SEM managers take a hands-on approach, monitoring the campaign daily so they are always up to date with the latest developments and know what needs to be done to improve the strategy even further.

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Why Hire a PPC Agency?

Posted on June 26, 2015 by Crystal

PPC Agency

PPC campaigns can be the best way to bring a quick and profitable return on your investment. However, if not done correctly, they can be a disastrous money drain and could ultimately cause you to have your account banned. But why is pay-per-click management so difficult? Well, it's because the rules are constantly changing as Google keeps tweaking their algorithms and other functionalities. Therefore, hiring a PPC agency is sometimes the most cost effective way to a profitable venture.

Why Hire A PPC Agency?

A PPC agency only employs experts in this field. This is a competitive industry and you need someone who has the time and expertise to deliver targeted traffic without wasting your ad spend. Someone who has the time to keep up with the ever changing trends the industry encounters on a daily basis.

It's Not As Easy As You Think!

Searching through a few keywords and throwing together an ad campaign may sound simple; however, it's not that easy. There's more to it than you think. There are specific ways keyword research must be performed in order to deploy the most profitable, targeted keywords that will bring a solid return. You need to know exactly what to do and what not to do to keep your company from losing thousands of dollars or risk having your account banned. You will need industry specific research tools and the skills to know how to sort through every piece of information and launch it correctly. 

Experience And Knowledge Equals Power

A PPC agency will give you a competitive advantage due to their extensive experience with other companies in your industry and the industries many intricacies as a whole. They know exactly what works from farming the best keywords to developing attention grabbing headlines to crafting exhilarating verbiage and all the human psychology necessary to entice people to click on your ads. 

Additionally they know how to:

  • Employ intricate tracking methods
  • Understand the industry lingo
  • Utilize all the campaign settings properly
  • Quickly identify click fraud
  • And much more! 

The Bottom Line

Using a PPC agency for all your campaigns is the best way to ensure a profitable return. An agency knows what works and how to handle the day-to-day routines of pay-per-click management. This is what will save you money, while increasing your ROI. Therefore, unless you have extensive PPC experience, you shouldn't attempt to do this yourself.

Most companies don't have the time or the necessary expertise to keep up with, monitor and implement every one of their PPC campaigns properly. Not to mention the risk involved if mistakes are made. Talk to a PPC agency today and consider handing over this risky burden to someone who has been thoroughly trained and can setup winning campaigns that will bring you the highest returns possible!

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