Monthly Archives: December 2015

THREE DEADLY B2B PPC MISTAKES OF 2015 THAT YOU CAN BETTER AVOID IN 2016

pay-per-click

There aren’t any such visible differences or magical formulas when it comes to approaching a certain B2B or B2C PPC campaign. It’s all about time and how you go about implementing your business strategies that eventually have a final say in the outcome of your B2B or B2C PPC campaigns. But having said that, PPC managers find B2B process a bit more time consuming than initiating a B2C deal. So, if you have similar B2B PPC concerns then you need to ensure that you’re not repeating these three deadly mistakes that spelled doomsday for several businesses this year.

Pre-Click is fine but what about client’s Post-Click concerns?

Deadly Mistake No. #1:- Picture this… You’ve done all the hard work, from setting up your client’s B2B account to filling out forms for testing the basic conversion process and made sure everything’s looking great. And then you forward an email for the client’s approval still thinking that your client is more than likely to approve the same. And suddenly you receive a mail from your client asking you to be more concerned about bringing them those potential leads that convert. So, what went wrong? You got them the leads, but your client simply wasn’t getting the results that they expected from you before hiring your B2B PPC services.

Solution:- Well, all you need to do is, start revisiting your Client’s Post Click process. That includes, overseeing the process of how your B2B clients are actually handling those potential leads generated through your campaign. And if you think that the client is not using them properly, you need to tell them frankly that you’re not quite happy with their lead conversion process and that they can come back to you after they are thoroughly organized with their process.

Are you expecting too much?

Deadly Mistake No. # 2:- What do you do when you happen to find yourself in trying circumstances? You start arguing with your client about what can be done in a particular scenario by saying, ‘Let’s give it a try and see what happens’. While nothing’s really wrong with you becoming so optimistic in your expectancy about a positive outcome, this over-optimistic attitude tends to backfire most of the times.

Solution:- When a B2B client subscribes to your PPC services, you need to ensure that your clients know what they can expect out of you. You need to have some beforehand information about your client, who just hired your B2B PPC services.

  • Are they venturing out for the first time or are they launching some new product/services?
  • Do they have any past agency experience?
  • Whether it’s the first time that they are hiring any PPC services.

This information is invaluable because you both want the leads to be workable so that it saves you time, isn’t it?

Ad spend shocker!

Deadly Mistake No#3:- Just imagine – one of your old clients with an unlimited ad budget, out of blue, just called in to get a quick update on their current Ad spend. This may just shake your belief system but stuff like this does happen in this highly competitive business environment. Don’t worry, you’re not the only ones at the receiving end. So what can you do to avoid such scary situations?

Solution:- To avoid such situations you need to communicate better with your clients. Don’t take them for granted on the basis of their past business relationship with your firm. Let them know how much ad budget fits your B2B PPC campaign’s requirement? And if they have allocated unlimited ad budget, then just ask them how much is too much for them so that they will always be in the know how. Especially since it’s all about the money, honey!

The Important Next Step

At the end of the day, to err is human but as a business professional, you need to move on and learn from your past mistakes so that there’s a lesser possibility of you repeating them in future. This is an important next step for you to follow in the year 2016, since it can directly hamper the bottom line of your business, as many firms experienced it in the year gone by.

Need help with managing your paid campaigns? Let our PPC professionals guide you. Just email us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free. And, do not forget to check out our PPC packages.

TOP 10 SEO EVENTS & TRENDS OF 2015

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2015 was exceptionally remarkable for search. This is due to many reasons, but we have selected 10 biggest trends and events that had maximum impact on search. This year will be known for the ‘Mobilegeddon’. Major search engines almost made it mandatory to have a mobile friendly website due to the enormous increase in mobile-only usage. Let’s have a look at some major changes and events that took place in 2015 & we’ll also shine a light on what may come to be in 2016.

Google overcame its shyness!

Google overcame its shyness and started sharing more about its algorithms as compared to the previous year. For instance, it was for the first time that Google revealed about the deployment of RankBrain through Bloomberg. Earlier, Google had not even bothered to tell us about one of its biggest updates, Hummingbird.  The sudden publicization of algorithms indicates a “paradigm shift” in the business of search engine optimization.

Introduction of Artificial Intelligence

Google introduced RankBrain which is an artificial intelligence system designed to provide more accurate search results. Within a few days of its launch they announced that RankBrain has now become the 3rd most important signal in search results; it came as a no surprise since RankBrain has made interpretation of new search queries a lot easier.

Mobilegeddon

Google has made it clear that they are going to invest heavily on mobile, through their aggressive mobile updates. It was also an unambiguous instruction to all website owners to get on board. If a site is found to be providing bad mobile experience in 2015, then it will be left behind.

This major shift was absolutely necessary because intent and behaviour of both Mobile & Desktop searchers are immensely different.

Google releases Search Quality Guidelines

Google released 160 pages of search quality guidelines.  These guidelines provide invaluable insight about the decision-making process at Google. Everyone was especially interested in seeing the content section because almost every marketer and website owner was eager to know which type of content is considered to be low-quality content by Google.

App Indexing

Google started indexing App Only content as well, and now searchers can decide whether they want to see the content on the website or via app. Also, one of the biggest advantages was that it opened a source of immense data which was hidden behind walls until now. It made almost entire online content and data searchable! This way a user will get more content and website owners and Google will get real-time data of the users, which will help Google in targeting more relevant ads & be helpful in providing better search results.

Customer Match

Google added a brand new feature “Customer Match” to PPC. This was the biggest feature added in 2015 because it enabled advertisers to target their ads based on email addresses. Advertisers with a huge email database were bursting with joy because they can now show highly targeted ads to leads or existing customers at specific moments.

Change in Content Consumption

The way in which content is distributed and consumed has changed drastically. Due to the increase in content consumption from mobile and revolution of bloggers, the whole scenario changed swiftly in 2015.  Nowadays, just hosting content with bloggers isn’t enough, you will require a rock solid content distribution plan.

Terror of Knowledge Graph

We all know how much time, money & resources one has to invest in order to create quality content. But due to knowledge graph that content is now being displayed in the SERP itself and this reduces the need of clicking and entering a website. So maybe it’s good for the users, but it’s highly discouraging from a site owner’s perspective. And the worst part about it is that Google will continue to expand the knowledge graph.

Seamless Marketing Experience

Publishers are trying their level best to provide seamless marketing experience. Major publishers have already improved their technology and targeting strategies in order to provide highest possible ROI to the advertisers. Many experts are expecting that maybe publishers will allow to re-target based on DMP data. If that happens then it will be the biggest turning point in the search.

Google Became Less ‘Withholding’

Google enabled downloading of keyword data via search console API, which they previously concealed. This keyword data provided us with the ability to match referring keywords to web pages & harvest the traffic data with ease.

For more info, email us at sales@ebrandz.com

DISPLAY ADS VS NATIVE ADS

advertising

Native advertising is growing rapidly. As more companies are trying their hand at this ad format, the spend allocated to other channels like display will continue to shift towards native advertising. But since your decision has to be based on the ROI (Return on investment), it’s better to determine which channel will be more fruitful for your business.

What is Native Advertising

Advertising that matches the form & function of the platform on which it appears. In other words, when a company has its content featured on a publication website it’s called Native Advertising. Nowadays publication websites offer special “native advertising packages” where they cleverly add a product or two at the end of their content. It provides advertisers with fruitful results since the engagement rate of such ads is much higher than any other ad channel. Along with a higher conversion rate, they also get branding of their product and company.  On the other hand, publications are also happy because they get to make decent money without distracting the users with numerous flashy and annoying ads.  So overall, a win-win situation for everyone.

What is Display advertising

We all know what it is, but because I defined native advertising earlier, it will be unfair to not describe display ads. So here goes: It comes in numerous forms including banner ads, rich media & more. Display advertising relies on images, audio or video to convey the message to the consumer. Display advertising is widely used for reaching out to customers who are at the beginning or at the middle of the buying funnel. Display ads have evolved into many forms and the format is still growing in every market. It has witnessed a 33.2% hike in Asia, 48.2% in America & 10.4 % in the European market.

Both the channels have a lot to offer but understanding what kind of Return on Investment to expect from these channels will help you in allocating your ad spend wisely.

The ROI of Display Advertising

It has been estimated that display ads will touch a new high of 42.5 billion dollars at the end of 2016 & will escalate further to 60.4 billion by 2017. The reason behind this continued escalation in display ads is its effectiveness in pushing people down the buying funnel.

When customers are just starting their purchase journey, they are totally unaware about your product, company and the offerings. So first you need to create brand awareness and display ads are best suited for this purpose.

Once a customer has an idea about a product or a clearer picture in his mind, he moves further & reaches the middle of the buying funnel. Here, the customers are informed, but they need more specific information about the product before doing business with you.
By focusing your display ads on educating the customers about the company and the product at the middle of the buying funnel, you’re luring the customers to your doorsteps.

And by the time the customers reach the end of the buying funnel, they are fully informed about your products and offerings, but a little confused between you and your competitor. So a little push is required here & display ads, that are specially crafted to target the customers who are at the end of the buying funnel, can work wonders.

Now measure the leads, the cost of generating those leads, branding and the increased revenue for your business. The funnel approach is the most accurate way to measure the actual ROI you will be getting from display ads, since you are generating demand for your product & then moving the searchers down the purchase funnel.

The ROI of Native Advertising

Unlike display ads, native advertisements are best measured by the engagement rate.

Native advertisement first engages the customers by great content and then presents the product at the end of the content, like a dessert. Content for native advertising is created keeping the product and its features in mind, so that it sets a theme from the very start and by the time a customer reaches the end of the content, he assumes that the product is at least worth a shot… well mostly!

It has been proven that native advertising elevates the purchase intent by 18%. It also receives 52% more engagement as compared to banner ads. However, the engagement rate & the number of the people converted will depend on the content & the publisher you choose. A recent analysis report revealed that when Virgin Mobile decided to do native advertising on BuzzFeed, and they received a whopping 1.1 million views.

Conclusion

Right now native advertisement seems to outshine display ads, but the competition is close. So overall, it will be best to use a perfect blend of both display and native ads because it’s always good to experiment with your marketing strategies as it helps you in determining what works best for YOUR BUSINESS.

Need help with Paid Advertising? Do check out our Pay Per Click packages. For more details, write to us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free.

GOOGLE LOSES THE BATTLE OF MOST VISIBLE DOMAIN OF THE YEAR, REPORTS MOZ STUDY

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In the recent past, companies like Amazon and Yelp had accused Google of using unfair search practices in its attempt to feature itself prominently in search results. But Google’s recent web search report on domains over the past year features these companies alongside Google’s other competitors at the top of search ranking tables.

These reports are partly based on the online research carried out by Dr. Peter Meyers from Moz.

Most Visible Domains
Nearly a decade and half of existence and Wikipedia pages, despite losing their sheen still rank pretty high in Google’s Most Visible Domains ranking. In spite of Google’s YouTube reaping more profits, the search giant seems to lose out on all fronts, with its competitors Facebook, Amazon and many others winning the search battle handsomely.

top10domains
Search Results Do Matter
One important fact about these Top 10 listings is that it doesn’t take into account increased visibility when the search giant attempts to promote itself through its local or special holiday listings.

For instance, if you’re doing a Google search on nearby hotels and get served with a big basket of local search results that may at times feature Google’s own products – they are not taken into consideration while jotting these lists.

That’s the reason why companies like Yelp are gaining those extra miles; especially when it comes to their overall Google mobile visibility ranking. Many such companies who have been accusing Google of unfair search practices have fared better than you’d expect them to.

Domains that stood out as Top Gainers
These rankings are purely based on the domains that featured prominently in 2015 searches, with improved efficiency as compared to previous years.

top10googlewinners

Amazon dominates this list with 0.18% surge in its overall visibility ratings.

Most Improved Domains
And now the list of top ten domains that showed a marked level of improvement from their showing in the previous years.

top10improveddomains

Here, Etsy tops the listing as its visibility increased by 156%. Followed by Instagram with 123% market share. Groupon jumped rankings to grab the third spot with 90% share. Google’s Google Play app increased visibility by 41% but Apple’s very own iTunes slipped ahead by recording 48% of increased visibility, a marked improvement from its previous showing.

Domains that ended up as Chokers
Last but not the least are those domains who lost more than they gained to come out on top in this list.

top10googlelosers

Surprise, Surprise! Twitter tops this list of losers. Wikipedia came in at the second spot followed by eBay, Pinterest and Yelp.

For more information, you can email us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free.

BE A PART OF DIGITAL CHRISTMAS CELEBRATIONS TO GREET YOUR LOVED ONES

christmas

How about a paperless Christmas celebration this Holiday Season?

Your Santa Claus had already gone digital last year. He’s now requesting everyone to get connected online through a digital platform, not only to greet your near and dear ones, but also to support his endeavor of paperless Christmas celebrations. So get ready to meet with the Smart Santa online to make this year a memorable one for all the right reasons.

1. Wish your loved ones through E-Cards
An internet flier knows no boundaries and can be accessed freely. You can choose from a plethora of paid and free e-card services that are easily available at the click of a button. But if you want to conceive your own creative, right from the scratch, then you can try Microsoft Outlook and Apple Mail services to create an indelible impression on your E-card mail recipients. This is a fun way to reach out to your loved ones that let your creative juices flow.

Besides that, you can even try this software platform to ensure that your messages get delivered on time. And in the process you can also take some time to support a social cause like the one mentioned here.

2.  Be the Smart Santa Claus version 2.0
This Christmas be the smarter version of Santa Claus. Recharge all your smartphone batteries in advance and deliver a text message to all your loved ones including that little one, who is waiting patiently for something magical to happen.  But if you’re too tied up in your work schedule, then don’t be surprised if you happen to receive one from Personalisedsantaletter.co.uk, anytime round the clock to celebrate this festive season. Never mind if you’re young or an adult, those personalized messages will fly across to reach your mobile inbox.

3. Video Greetings
Messages are fine but if you want to give a more personalized touch to the proceedings then video greetings are the best way to reach out to your loved ones. Besides easily accessible social networking channels, you can even try some paid options to make your special ones feel really special.

4. Sounds Great
If you’re too tired to jot down your feelings then just record your voice and send it across to your dear ones. You can even exercise your vocal chords to put your message across via mail or SMS or an audio MMS to see your creative efforts being appreciated.

5. Digital Photo Collages are fun too
We all know that visual medium is probably the best way to create an indelible impression. And what could be better than creating some fun photo collages or even selfies to cherish them as part of your digital Santa memories. You can use your mobile phones’ photo collage apps or your spacious desktops. You can even edit them on your laptops or tablets to make this Christmas special for all your loved ones.

Conclusion
There are many such freely accessible digital options available on just a click of the mouse. And if you’re too tied up with a busy schedule then you can even hire an online professional to do it for you. This way you can make your loved ones feel extra special by going that extra mile. So, do a favor to Mother Earth by celebrating a paperless Christmas this year.

Happy Holidays to you all and a Happy New Year!

FACEBOOK IS MAKING IT EASIER FOR iOS USERS TO DISCOVER NEARBY EVENTS

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New Year celebrations are just around the corner and if you still haven’t decided on your party destination then Facebook has got some options for you. Facebook has just launched Events Discovery Application to help iOS mobile users to track nearby events. This new mobile feature will be made available to 44.53 million iPhone users in 10 Major US cities, who can search for latest events update on the basis of their location. Besides improving its event notification service, Facebook is aiming to attract more online audiences, since its social login activity in the past two years has taken a slight dip.

Additionally, it allows iOS users to choose a particular event of their liking from categories ranging from Entertainment & Music to Food & drinks, Nightlife, Sports and Fitness. And if you’re not too happy with the current happenings in your city then you can search for a different location to get a fair idea about what’s happening in other nearby places.

At present, though this feature is being rolled-out to iPhone users across 10 major US cities, there’s no need for Android users to get disheartened. Team Facebook, after beta testing it out in these 10 cities, will extend the service to Android users as well.

With only 450 million active world-wide users, Facebook’s Events section has for long, taken a back seat. It is one of the reasons why Facebook wants to revamp it completely by displaying such public events in its News Feeds section alongside smarter notifications of related events. Nowadays, with more information related to public events being dispersed regularly in its news feed section, Team Facebook is only too happy to build a strong Event Product for its dashboard.

In the meantime, let’s see what Facebook’s Product Manager, Aditya Koolwal has to say about this new development through his recent blog post.

“We have a good sense of how people look for things to do. The social signals we have, the friends who are interested in going, the friends you can potentially go with — that’s our bread and butter, so we’re going to try and take advantage of that as much as we possibly can as we roll out more discovery features.”

For more information, email us at sales@ebrandz.com or call 888-545-0616 Toll-Free.

FACEBOOK, GOOGLE & APPLE FEATURE PROMINENTLY IN THE NIELSEN GROUP SURVEY OF TOP APPS OF 2015

apps

Facebook, Google and Apple dominated the list of Top Ten Smartphone Apps of 2015 according to a survey conducted by Nielsen group.  In the process, the above mentioned three companies swept away all the top ten positions.

The online survey reported an 80% growth in the ever blooming US smartphone market at the end of Q3, 2015. In comparison, a recent popular survey by comScore reported a 78% surge in the smartphone market.

Talking about the survey report by Nielsen group, it placed Facebook and YouTube in the first and second position in the list of Top Mobile Apps of 2015. Facebook Messenger came a near third followed by Google subsidiaries taking up the next four positions. Google Apps – Search, Play, Maps and Gmail grabbed these honors.

top-apps

On the other hand, it was the Facebook Messenger which reported a growth surge of 31% on a yearly basis. Following suit was Apple Music, which grew at an amazing pace after its launch a year ago. The most amazing thing about the survey was that three companies dominated the listings of top ten apps and apparently the online traffic. However that doesn’t reflect in the Nielsen group’s reports, which ranked the top ten apps on basis of their audience reach.

In comparison, comScore’s most recent survey that lists Top 15 Apps slightly differs from the Nielsen group’s. It includes Pandora, Yahoo Stocks, Twitter and Amazon with the final two entries getting a mention in the last five positions. In addition to that, comScore’s Top 15 Apps do not list Apple Music or Apple Maps in the top 10 positions.

top-15-apps

For more information, email us at sales@ebrandz.com or call 888-545-0616 (Toll-Free).

HOW TO IMPROVE THE EFFECTIVENESS OF YOUR LANDING PAGES BY USING ADWORDS SCRIPTS

landing-pages

As they say, any landing that you can walk away from….is a good one! Well, you don’t want that to happen with your official landing page, right? But if you’re not carefully monitoring your existing landing page woes then you’ll have only yourself to blame for it.

A better approach would be to check all your site URLs for any kinds of errors; especially ones like 404. And if you’re on a look-out for some other options then you can leverage Google services for better results.

Besides that, you could easily have pages without any 404 error, but it is up to you how you use these pages in your ads. For instance

  • For your Out of Stock products
  • Sold out Concerts or canceled ones.
  • Hide your Old web-pages
  • To hide your web Pages with out-of-date messaging like “Thanksgiving” or “Black Friday Sale.”

At eBrandz, we can provide you with smart & affordable landing page solutions. Our satisfied clients are more than happy to testify for the same.

How do you do it? Well, you have to run the script for a particular phrase or set of phrases and look for queries such as out of stock or unavailable. The script then crawls through each URL source code and searches for similar queries. If it manages to find one, then it means that the page is bad.

You can start by searching for phrases that your website uses. Do a double check for source code of good and bad pages so that you don’t end up on a bad note.

You can also include HTML tags to run the script for a particular phrase(s). Also, messages like “0 available” could easily be mistaken for a page that says “10 or 100 available”. So you need to be a bit careful on that front and when you know what you want, just copy the script into your AdWords account and change your settings as below:

  • Start with messageToCheckForwhere you need to come up with the source code of the phrase(s) that you’re currently searching for. And if the messages found here are similar to the URL’s source code then that particular URL will be treated as a bad one.
  • If you set trimAtQuestionMarkas true, then all your URLs are doubtful and anything after that will be removed.
  • typeasks your permission tocheck your ads or keywords for any such bad URL
  • recipients are your email recipients. So, when bad URLs are found, they will be sent to all the mentioned email ids. If you don’t want that to happen then you can leave out that option.
  • campaignStatus is to know the status of your campaigns.
  • adGroupStatus is to track the status of your ad groups.
  • status is the status of your ad/keyword itself.

Additionally, you can even run the script once to check or organize a schedule to run it on a regular basis.

Also, through Google AdWords script, you can check only 20k URLs on a daily basis with the script running out of time before reaching the mark. But if you’re loaded with URLs for the script then it’s probably a great idea to avoid these limits by making use of API services.

If you’re still short of some smart solutions then you can email us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free). Our sales reps will get in touch with you within 24 business hours.

GOOGLE PREFERS TO INDEX HTTPS PAGES ON PRIORITY BASIS

https

Google considers its users’ web security as one of its top priorities. That’s why it constantly works at providing a more secure web browsing experience to the users. It feels that web browsing should be a private and confidential matter between a user and the website, devoid of any third party intervention. That’s why it recently announced that it will now only index an HTTPS enabled site or its equivalent one.

The real reason behind Google’s initiative is to have every user landing only on an HTTPS enabled web page. Keeping that in mind, Google now only wants to index HTTPS enabled pages or their equivalent ones. Hence, right now HTTPS or their equivalent pages are one of its top priorities.

In fact, this is a step in the right direction by Google as compared to last year, where it was asking for help to locate and index HTTPS enabled URLs. At least now, Google is able to do the needful without asking for any help.

This latest initiative by Google is quite different from last year’s ranking preference given to pages enabled with HTTPS. So, site owners, don’t get confused as it won’t make any difference to your search rankings. It only means that the search engine bot prefers to index the HTTPS version of your site URL on first priority basis, in case both (HTTP and HTTPS) versions of your site are available.

“Browsing the web should be a private experience between the user and the website, and must not be subject to eavesdropping, man-in-the-middle attacks, or data modification. This is why we’ve been strongly promoting HTTPS everywhere.”

With that said, it seems that the balance is slightly tilted in favor of sites enabled with HTTPS, which means that in the longer run HTTP pages may cease to exist. But it certainly is a win-win situation over sites with non-HTTP or HTTPS pages.

This is the reason why every site owner now wants to upgrade their site to the HTTPS version. Also, the most search impressionable top ten sites are now all HTTPS sites.

These are some indications as to what we can expect from the search giant in the future and it definitely serves a reason or two for SMEs and other businesses to upgrade their web presence to the next level.

For more information, please write to us at sales@ebrandz.com or call 888-545-0616 (Toll-Free).