Advertising and SEO key-practices, from Marketing Experts
The COVID-19 pandemic left its marks on every business field, on some more than on others. However, marketers and business owners from around the world learned to adapt to the new reality.
While many businesses struggled to survive, other flourished, especially because they already had an online presence, so they’ve strengthened this advantage during the isolation period, when people stayed at home and navigated more on the Internet. Nevertheless, for both parties, marketing is and will remain an essential component of their recovery.
So, what changes were brought in the Advertising and SEO fields throughout this period? In an attempt to find out, we’ve participated in the Business Virtual Summit on June 29th – July 1st, a series of online conferences that brought together one of the most important marketing experts in the digital marketing area.
They shared relevant information based on our current context, regarding how social media strategies should adapt to difficult times, what steps to follow when launching online campaigns, how to efficiently manage the media budget on all social channels, tips on how to grow businesses through Google promotion and how the consumers behavior and searches on the Internet changed during the pandemic from an SEO point of view.
Take a few minutes and read below the key learnings from three conferences held at Business Virtual Summit 2020 edition!
I. The secrets of efficient budget management on Google, Facebook, Instagram and Youtube
Speaker: Ionuț Munteanu, Managing Partner & Trainer, founder of WebDigital Agency
For a business to succeed, it needs marketing to reach as many potential customers as possible. As Ionuț Munteanu stated in this presentation, “marketing people are partners in the business you want to develop.”
So, if a business wants to promote its products and services, they provide a percentage of their profits to the biggest players in the online world: Google, Facebook, Instagram, YouTube. Thus, these three become “the silent partner”, as Ionuț Munteanu called them, of an impressive number of businesses.
For an efficient promotion, business owners have to invest an appropriate budget for a certain period of time and trust their marketing associates to deliver the best possible results with it.
Let’s take a further look at what a budget is and what you need to take into account when you invest it in online activities.
Why is everything revolving around the word „budget”?
To have a common view as to what a budget is, Ionuț Munteanu said that: “The budget refers to the amount of money that businesses are willing to use at some point, to solve a problem. In order words, the budget is a plan by which results can be anticipated. The lack of a budget is the equivalent to a lack of a plan.”
Each business assesses their marketing budget, that is later invested in specific activities developed according to a timeline that both owners and marketing agencies agree upon. But a large part of the marketing budget is the one called the media budget, because its purpose is to increase the goal of generating revenue for the business.
The Media Budget
“The media budget is the amount of money planned to purchase advertising space (when and where the ad is displayed in front of an audience). The efficiency of the media budget is given by the competence of those who purchase media (the mix between knowledge, experience in accomplishing tasks and time invested in performing tasks)”, stated Ionuț Munteanu.
So now that we have a common understanding of what the budget is, when investing it in promotion, we need to monitor consumptions and deviations for the media budget.
Thus, according to Ionuț Munteanu’s expertise, we have to take into consideration 4 major scenarios that could happen when running a campaign:
- Overconsumption: the budget is consumed at a faster rate than planned; it is the ideal moment to eliminate the components that deliver poor results.
- Underconsumption: the budget is consumed at a slower rate than planned; it is the ideal moment to add components that have the potential to deliver better results.
- Zero consumption: when the budget is not consumed at all;
- Ideal consumption: when the budget is consumed exactly as planned.
*Chronic underconsumption: a component has limitations and only partially covers the planned budget.
Now that we’ve established what scenarios we need to monitor when a campaign is running, let’s take a deeper look into another important session from the Business Virtual Summit 2020 edition, namely how can a business grow using Google Ads.
II. How to grow your business through Google Ads, adapting to the current context
Speaker: Mihai Alexandru Andrei, Manager of Operations & Partner at WebDigital Agency
Business growth is at the core of an owner’s interests. It’s what he or she expects when dealing with a marketing agency.
However, in the current context generated by the pandemics, one needs to have information about the dynamics of the products and services the business sells. There are tools that can help you extract relevant information on this matter, such as Google Trends. Google Trends is a feature that shows users how frequently a given term is searched on Google, over a given period of time.
With an established budget and strong conclusions regarding what users search when it comes to the products/services provided by a certain business, it’s time to make in-depth investigations about what costs one should expect when trying to advertise on Google.
An efficient tool for this step is Google Keyword Planner, that enables marketers to plan their paid search campaigns. Google Keyword Planner helps identify keywords to target relevant audiences for your website content, by displaying their search volumes, the number of impressions made on certain keywords, the number of clicks you can expect by seeing the average click rate on the keywords, CTR or CPC.
To set up a Google Ads account for a business, you need to properly link it with the following essential elements:
- The billing section;
- The conversions section;
- Google Analytics;
- Google Merchant (shopping ads);
- Google My Business;
- Youtube Channel.
Types of Google Ads campaigns that deliver the best results:
- Google Shopping Ads – they are the star of Google Ads and deliver excellent results in terms of results and profitability. It is displayed in the search engine, behaves like a price comparator and acts as a remarketing tool
- Google Search Ads – with 3 tactics that work best:
- General Words
- DSA (Dynamic Search Ads) – this type of campaign removes the organically indexed pages of the store or website in the area of paid links and generates spectacular results in many cases, because the level of relevance is aligned with what Google knows is relevant; if it indexed a page on a certain keyword, it brings out that page in front of the users.
- SKAGS (Single Keyword AdGroups) – this tactic does not require big investments, but generates great results; each keyword used has a set of ads tailored to that keyword, so that the user who does the search receives an ad that is adapted to his search.
Furthermore, let’s explore a selection of SEO key-learnings from another relevant conference from Business Virtual Summit 2020 edition.
III. How to adapt the SEO Strategy to the context generated by COVID-19
Speaker: Mihai Vînătoru, Managing Partner & Head of SEO at DWF Agency
Mihai Vînătoru began his conference with a definition of what SEO is, from his point of view.
“SEO is a set of activities assigned to managers, performed in a predetermined sequence, over a period of time, performed in order to increase the visibility of a brand/website in Google organic results to attract relevant organic traffic to the site, interested in the products or services offered by the brand.”
To improve visibility in terms of SEO, there are 6 areas that marketers need to work on:
- Identify your buyer persona – who is your client? In other words, a buyer persona is a research-based profile that outlines the profile of a target customer. It describes who the ideal customers are, what their days look like, what challenges they face and how they make decisions.
- Keywords research – what is the potential customer looking for on the Internet? The keyword strategy should include the exact words users type in Google’s search bar, not the ones we want to be associated with the business.
- Relevance – the information displayed on your website has to be of interest for the users.
- Authority – it appeals to the trustworthiness of the website and its information.
- Technology – how well the website functions
- Analytics & Reporting – the last step is to analyze all website data gathered through SEO practices and Google Analytics tracking.
When it comes to how Google ranks a website, 3 factors matter a lot:
- Relevance – this depends on the actual information that the site contains; the more documented this topic is, the more trust the website gets from the search engines.
- Authority – Google places great emphasis on authority, on how credible the website is when it publishes content. There are 3 criteria that matter here:
- Links to the product (how many other sites have links to your website).
- The volume of searches by brand (how many people search for your brand on Google).
- The volume of searches by keyword + brand.
- Technology – the website has to comply with a minimum of recommendations from Google, for instance, the search engine can access the site, index it and apply the ranking algorithm. If the site does not follow Google’s rules on crawling and indexing, you can publish the best content, but you will have zero chance to appear in Google.
8 techniques to identify topics for website that do not require specific or paid tools:
- FAQ area (frequently asked questions) on the site or on a competitor’s website – these are questions that customers ask over time, and they can be developed in an article.
- Search topics on a forum related to the website’s domain.
- Articles based on lists – these have great potential to be evergreen and people respond better to articles well-structured.
- Relevant searches on Youtube, based on topics of interest. YouTube can act as a video search engine for users, as well.
- Search in Google with the operator “allintitle: kw1 kw2 kwn” – the search results will return only those website pages that have a certain word in the title.
- Comparison articles: type in Google’s search bar the name of your product, followed by the word “or”, and Google will make a series of recommendations about what people usually look for.
- Improving existing articles from your website. This is a great method to strengthen the content from a website, update it and gather even better results in terms of clicks and indexing.
- Series of articles. Users respond better to articles structured in series or episodes, which extensively explores certain topics of interest to them.
While the pandemic has considerably increased Internet usage, business owners must remember that in order to survive and grow, their products or services must adapt to fit the current needs of the consumers. With proper online communication efforts, the right Advertising practices, the SEO input and a team of digital marketing experts to the rescue, brands will positively overcome this period. We, at Kite, are here to help your brand fly high.