Feeling a bit behind on the latest digital marketing trends? Don’t worry, we’ve got you covered! In this blog we’re going to cover five key developments that have taken place recently in the digital marketing space; two we’ll cover in a fair bit of detail and then the other three are just short snippets – so let’s take a look.
You might have seen us talking about Google Ads before; we’re big believers in this paid marketing tool which allows you to reach a huge number of people. As long as you have the right strategy behind you, you’ll find that Google Ads has great return on investment as well.
The trick lies in knowing how much to budget, what kind of strategy you need, and what keywords to focus on. I’ll discuss a couple of key metrics and tips here that you need to understand to get started. But for more information on running a successful Google Ads campaign, you can speak to our team of Google Ads experts.
Here are our top Google Ads tips –
- No 1: Know your click through rate. The industry average click-through rate is 3.17%. That means that for every 100 people who see your ad, 3.17 of them click on it. But this does vary across industries; for example, the hospitality and travel industries have a click through rate of 4.68%, while industrial services has a click through rate of 2.61%. Your click through rate depends on your industry, and so long as you set a realistic average you’re off to a good start.
- No 2: Know your cost per click. The average cost per click is $2.69. Because, for every click you get on your ad, you pay Google some money for that click. It doesn’t matter if that person goes on to buy from you or not, the click is what you pay for. Again, industries vary, so the legal industry has a lot of competition which means the average is $6.75 per click, while the travel and hospitality industry is still competitive but only has an average of $1.53 per click.
- No 3: Know your conversion rate. The average conversion rate in your industry will vary from the benchmark of 3.75% and as I have discussed above it varies based on your industry. Dating and personal ads have a conversion rate of 9.64% while real estate has 2.47%.
- No 4: Work out your cost per action. The industry rate of a cost per action – that is, the amount of money you spend getting a customer – is $48.96. You need to work out what a customer is worth to you; it might be $400. If so, $48.96 is pretty good. But if a customer is only worth $50 to you it’s probably too much to be spending.
The reason this is all important is because when you know your click through rate, your cost per click and your conversion rate you can work out what your overall cost per action is and work out how to tweak these numbers to get more business.
Number Two – Make Featured Snippets Work For You
You might have seen the ‘answer boxes’ at the top of Google’s rankings. These are often referred to as position 0 because these results appear above the first organic search result. While there is no way to guarantee scoring one of these featured snippets for yourself, you can ensure your content is primed to be chosen by engaging in answering questions.
Content that starts with things like “how does…” or “what is…” will perform well in the featured snippets field. You can even go deeper on this by ensuring that within your niche, you are answering questions that your customers are asking.
To summarise, just make sure your content is answering questions, and that your sentences are short with paragraphs around 40 – 50 words each.
Number Three– Know How To Use Images To Build Your Brand
The best images you can use for your business are real pictures of your team at work. The images that showcase your business need to be compelling and engaging; that’s why it is often worth paying a professional photographer to come in and take some images of your team – because you can use them time and time again.
Sometimes it can be hard to get good pictures, or your team might work remotely making it hard to get everyone in together. The next best option is some stock photography -but preferably stuff that doesn’t look like stock photography [flash up a picture of bad stock]. There are plenty of images available for use online that are free; you just need to make sure you use them in the right way, that is, with credit given if that is a condition of use.
When you use creatives commons images or no copyright images you can use them in any way you like… and we love using image tools like Unsplash that offer real images taken by photographers. Plus they’re free to use – with credit given to the photographer. We’ve included a link to Unsplash in the text here.
Number Four – If You Have Top Quality Content On Your Website You Need To Be Refurbishing It
Top quality content is the stuff that performs well, gets clicks and leads people to your site. It’s a simple process to do; identify your top performing content, give it a refresh with modern and up to date statistics, add more images/updated images, and republish it on key platforms. This has and will always be a top SEO strategy.
The reason why you need to do this is to make sure that your top content keeps working for you. If it’s out of date suddenly it’s not going to be so effective. Make sure you measure the effectiveness of this updated content, work out the top links that are getting clicks, and next time you are working out a new content strategy you keep things rolling along.
Key metrics to look at are views, bounce rate, and conversions because these show you whether people are engaging with your writing.
Want to ramp up the digital marketing for your business? Contact our team at KDM to get the expert help you need to kick start your business in the digital marketing space.