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Gmail Advertising, Google, Google AdWords, Google Analytics, SEO-Slider

Gmail advertising techniques to increase campaign success

Gmail advertising is a very useful tool for promoting your business online. The benefits of these ads are that they appear as a regular email service and are not intrusive to users. In 2015, Google integrated the ads with the Google AdWords toolbox, making them available to all in order to reach 1 billion monthly active Gmail users. The service allows you to measure reach, click through rate, open rate, forwards, saves and a whole lot more. The ad will appear as a teaser in the user’s inbox to a targeted market group to maximise potential interest. By following a few of our top tips, you can increase the effectiveness of your Gmail ads.

Gmail advertising top tips

Increase CTR and Quality Score Even though you can’t see the Quality Score in Gmail, it still exists! Look at the Cost Per Click vs Click Through Rate for a campaign to determine its success. A higher CTR equals a much lower CPC, and a lower CTR equals a much higher CPC. Maximise your open rates, as improving the Quality Score will reward you massively. Use eye-catching subject lines to draw your audience in. Use emojis Emojis can increase open rates, as they grab people’s attention, especially on mobile phones. They can potentially increase open rates by around 30%, so it is a strategy well worth implementing. Make them relevant to your content. Utilise existing email marketing data Use data from your previous campaigns or marketing strategies to determine why they were successful and work on any improvements. Look at the performance report and open rate data. Look into deep click analytics You also need to see what people do after they open the ad. Enable and monitor metrics such as saves, clicks and forwards to track the success of your Gmail advertising campaigns. There are different ad format templates to choose from. Multi-product templates may increase clicks, as people will be more likely to find something they are interested in looking at further. Monitor your competition Use your competitor’s domain names to target their own customers. It allows you to target ads that show when a Gmail user receives an email from a competitor business. This enables you to determine in advance whether the audience is interested in your product or service. You can also target consumers already looking for a product or service that you offer. These are more ready and willing to make a purchase. This is based on following activity and the type of emails previously sent to them. Target similar audiences by using a customer match list alongside the Similar Audience feature. Simply upload a list of current customers into an Adwords promotion and individuals with similar online behaviours will be located. Gmail advertising can become a useful and effective tool alongside other online marketing strategies for your business. Consumers are spending an increasing amount of time online, particularly on their phones and looking at their inboxes. The biggest challenge is targeting the right audience, so you should focus on achieving this successfully. By mastering Gmail advertising techniques, you can create a successful marketing campaign to reach your desired audience and boost sales.  
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Google AdWords, SEO-Slider
PPC and digital marketing are forever moving forward, but writing ad copy remains a key focus of any campaign regardless of platform changes. Here are some tips for writing effective ad copy for your business. You can also speak to our expert team at Broadplace about implementing a strategic ad copy campaign for your personalised needs. Sell your product or service – How does it benefit the consumer? You have just a few characters to sell your product or service. Make sure you focus on how you can make a consumer’s life easier, rather than just the various general benefits of your brand. Tell them what matters to them most. This is key to grabbing their attention for longer. End the description line with punctuation Make sure you add a full stop, or exclamation mark, to the end of the first description line after the headline. If your ad places in the top three listings then it may receive a longer headline. This is well worth putting into place and is a very simple technique to consider. Focus on statistics and numbers Statistics and numbers can be very persuasive sales techniques. For example, they immediately inform a potential customer how much they will have to pay for a product or service before clicking through to a site. This means the consumer can instantly decide whether to go with you or a competitor. Offer some great deals and display these in your ads to convince buyers to purchase. An example would be “Children’s colouring books. 10 for just £10”. Headlines are key The headlines need to be perfected as they are the main focus for a consumer. They will see this first! Create a strong, effective headline. You need to hook them in with this before they even consider reading the rest of the ad. Do not overlook the importance of this. Consider the user’s objectives When you sit down to write your ads, think about what a potential consumer would type into a search engine when looking for your product or service. Use these keywords and phrases in your copy for an effective campaign. Use emotional triggers Emotional triggers such as humour and fear can produce a powerful response. Consider these in your ad copy to encourage an emotion led purchase. Create keyword-rich display URLs and interesting content The display URL should contain your top keywords and be interesting and suited to your target market. Make sure they are unique! Don’t waffle on as you have a limited number of characters to make your content stand out. In conclusion, be sure to utilise these effective techniques to ensure your copy converts to actual sales. Know and understand your target audience in order to create persuasive ad copy. Sell them the deeper benefit of your product or service and why it will improve their life. Remember to be very clear on your goal. Remove any unnecessary content and be sure to test your copy. Sit back and watch the clicks convert to real sales!  
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Google AdWords, SEO-Slider
  Just getting started with Google Adwords? Thinking of running a Google Ads campaign for the first time? Make sure you ask yourself these four questions before getting started: 1. What keywords should I bid for? The Google Adwords Tool will provide a useful source of phrase selection ideas and help you create a targeted list of keywords for your products or services. However, don’t be tempted to bid for just the ones that have a high search volume as these are not always the best ones, and they can quickly eat up your budget. Targeted, specific keywords are likely to give you a higher conversion rate, but may generate less clicks. Once your Ads are up and running, it’s all about refinement and effective measurement. 2. What’s my average conversion rate? Before deciding how much money to spend on Google ads, it’s useful to do some analysis on your own website of your average conversion rate. This will enable you to establish what your budget should be. The important thing to remember is that ad spend can be mitigated by better targeting, specific geographic locations, devices and even by creating a high converting landing page. Be sure to seek advice from a Google Qualified Expert at Broadplace to help reduce your ad spend and get the best results. 3. What’s my powerful USP? What’s different about your product or service that makes people want to buy from you? It’s worth working on a compelling USP before you start any Google Adwords campaign as this will help to differentiate you from other advertisers and also reduce unwanted leads. A strong USP can particularly help if your ad is appearing in Google Shopping price comparisons by giving your prospects a convincing reason to buy from you that isn’t based on price. 4. What do I want visitors to do when they land on my page? Before embarking on any Google Ad spend, it’s worth thinking about what you want your visitors to do when they come to your landing page. This is called a Call-to-Action, and is critical to optimising PPC ad performance. Here’s some ideas:
  • If you are selling products? Start your CTA with words like ‘buy,’ ‘shop,’ or ‘order’
  • If you’re selling to a B2B audience and promoting a newsletter or white paper? Start your CTA with words like ‘download’ or ‘subscribe’
  • If you are selling software? Use words such as ‘try now’ ‘start free trial’ or ‘find out how..’
Try to use words that provoke emotion, urgency and enthusiasm and give your audience a good reason why they should take your desired action. Once you’ve answered these questions, it’s time to start setting up your Google Ads. Contact Broadplace for the best Google-qualified advice on how best to do this.
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PPC
As the digital world is getting more competitive and online attention-spans get shorter, conversions seem harder to achieve. But the good news is, there are definitely ways to increase conversion rates – almost instantly and without too much effort. By applying these five practical tips from our Google-Qualified experts, you’ll be able to see results almost instantly: 1. Use testimonials as social proof People are becoming a lot savvier online: we’re comparing and researching products and services before making a decision, and part of this process involves finding out what other people think. According to Moz.com’s article, titled New Study: Data Reveals 67% of Consumers are Influenced by Online Reviews, reviews don’t just help conversions, they highly alter the buyer’s purchase decision. Using reviews from your customers on your landing pages don’t need to be overused or intrusive. They simply need to be available to provide the social proof that helps convert visitors into leads and revenue. 2. Clear the clutter To make a difference to your landing page and increase conversions, you need to purge the clutter. An overload of images, text, too many call-to-actions can cause visitors to switch off and go elsewhere. Keep your landing pages clean and simple. Take a look at how simple this landing page is:   3. Hit a pain point When a user clicks on your landing page, they’re not interested in you (sorry to bear the bad news), they’re interested in themselves and their problem. Start your copy by focusing on your audience, identify with their pain points and make it relate to them in a way that really hits a chord so they will be compelled to take action. 4. Give an ultimatum As well as a clear CTA button, you also want to be giving your website visitors the alternative if they don’t take up your offer. Neil Patel does this brilliantly on his blog: Visitors feel more compelled to click on the CTA rather than admitting to the alternative of not wanting more traffic. Let’s face it, who doesn’t want more traffic?! 5. Humanise your brand Design your landing pages for your audience, not search engine spiders. Everything from copy, images and layout should be designed to help give your visitors the best experience. Create copy that explains what you do as if your customer is sitting in front of you; lead with benefits, not features and keep copy as simple as possible. Still struggling to see good conversions? Contact Broadplace, our team of web experts can carry out a FREE Audit to help identify ways to improve your conversion rate.
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Content, Facebook
Content writing plays a vital part in any successful digital marketing campaign. Anyone can write content for their website, but gaining interest from your readers is key to business success. Adding the wow factor to your blogs and web pages can be done via a number of strategies. Follow these tops tips to improve your content or contact our team at Broadplace for professional, personalised advice on how to move your business forward. Digital Marketing Write for your audience Make sure you write for your audience and provide interesting content that they will actually want to read. Use appropriate language for your target market. Make your posts relevant, clear and concise and don’t waffle on. Inform them through your expert knowledge or advice, or inspire them to make a positive change in their lives by sharing your own experiences. Try adding some humour to make your readers laugh. Check punctuation and grammar Be sure to check your punctuation and grammar are on point. Proofread everything or hire someone to do this for you. Looking over posts with a fresh pair of eyes can sometimes be helpful in case you have missed any mistakes. Headings Incorporating interesting titles and subheadings into your content helps to break up big chunks of writing and make it easier to read. It also allows your audience to skip to certain areas if they do not have time to read the whole page. Lists or bullet points can also be useful where appropriate. Add visual content Add images and videos to your written content to break up large paragraphs of text and to gain better interest from your readers. People like to engage with visual content more than reading pages and pages of text. It also improves the overall aesthetics of the page. Encourage interaction Encourage your audience to interact with you after reading your posts. Ask them a question or let them know you would like to hear about their own personal experiences on the topic. Add a comments box below any blog posts. You could also add a competition or ask them share your blog on their social networks. Word of mouth and online promotions are key to gaining new followers or customers. Social media such as Facebook and Twitter can play a huge part in the success of any digital marketing campaign. Link to other websites Link to any other interesting websites within your content to improve SEO digital marketing and to provide additional information to your reader. Obviously avoid linking to any competitors. Only include links to websites that are trusted sources of information. Try to ensure that these links open up into a new tab so the reader still stays on your website. You don’t want to drive any potential customers elsewhere!  
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Content, Google AdWords, PPC
Conversion forms A landing page contact form is possibly one of the most important aspects on the page that will help you convert leads, yet so many businesses fail at optimising them correctly. If you are driving plenty of traffic to your landing page, but you are not seeing enough conversions you might want to understand the real reasons why your form could be letting you down. Your Call To Action is not clear Your CTA should be clear, concise and compelling for someone to take immediate action. If it’s not clear what the person is getting when they complete the form, it can result in high bounce rates. Words such as ‘Shop, Download, Register, Start, Book’ are action-orientated words and make it clear what the user can expect once they have completed the form. Not showing the benefits to the customer If the benefits next to the form are not compelling, then visitors won’t complete your form and will go elsewhere. When a visitor clicks on your landing page, you only have a few seconds to convince them that what you have to offer is what they NEED! The copy on the landing page needs to be benefit-driven to convince them to take action. Salesforce makes the benefits of their sales app very clear with stats and a headline that’s very compelling. You’re asking for too much too soon When it comes to forms on landing pages, size matters! Asking for too much information from your web visitor is like presenting a marriage certificate when you’re only on a first date! Visitors coming to your landing page may have never heard of you before, and whilst your offer may sound compelling, you don’t want to scare them away by asking for their personal details too soon in the relationship. Start with a form that’s short, with the bare minimum information you need from them in order to follow up the enquiry. Then build trust, convince and give a sense of urgency. There’s not enough urgency Your copy may not have a sense of urgency to entice people to fill out your form. This can be achieved by providing limited time offers or an incentive to fill out the form within a certain time to get a discount. This landing page from Exact Data entices the visitors to act quickly with a countdown of when the offer ends. It’s lost in the clutter Landing pages should be clear and concise with minimal clutter. If the form is getting lost in all the clutter, people won’t even notice it and you’ll lose potential conversions. Use bullet points to make your copy skimmable and easy to read quickly, and position your form high up on the page so that those viewing on a mobile device don’t have to scroll too far down to complete the required action. You didn’t test it You only get one chance to make a first impression and carrying out A/B testing will help you achieve the best results. You can test different CTA buttons, headlines and even form layouts to see which one brings you the most conversions. Broadplace can help you optimise your landing page forms to achieve maximum conversions, contact us today for further information.
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Content, Social Media, Youtube

The Video Advertising Trend

Video advertising is constantly growing in popularity. It has become an integral part of digital marketing campaigns for many businesses. This is due to it being an effective advertising strategy to increase interest and engagement from consumers on the web. It is a strong technique for targeting both desktop and mobile internet surfers. It allows brands to add their creative flair to their campaigns. The increasing need for video consumption has led to more companies creating regular video content for their audiences. Digital marketing

Top Tips For Your Video Advertising Digital Marketing Campaign

1. Include a CTA – All video ads should include a call-to-action. This could be a hashtag, button or URL to increase brand recommendation and purchases. Engage and interact with your audience. Give them a reason to click through to your business from the ad. A coupon, competition or special offer can also be effective. The CTA is best included at the end of a video. 2. Consider the ad tone – Different ad tones can serve different goals. Adjust your tone depending on your audience and expectations. Comical ads are effective in getting consumers to familiarise themselves with a brand. International ads can be ideal for increasing purchases. Dramatic vibes are ideal for increasing a company’s affinity conversion. 3. 15 seconds! – The optimal length of a video ad is approx 15 seconds. It’s not too long and not too short and can boost purchase intent. No wonder Instagram has stuck to this popular time limit.

Grab their attention straight away

The start of your video is particularly critical. Make the first few seconds count. Grab their attention straight away with something that will spark consumer interest. People don’t always have time to watch lengthy videos, so keep it short and sweet! 4. Personalise the video – Include images of yourself, your team or your customers. Client testimonials can be a great addition. Show a consumer using your product or service. Make your content relevant and up to date. Show your audience why they should purchase with you. Make your digital marketing campaign count. 5. Highlight your selling points – Why is your brand unique and better than others? Tell your audience within the video! This is your time to shine. Share your achievements and showcase your track record. Positive feedback and benefits of your products or services should be included. 6. Choose a platform – When you have finished producing and editing your video, choose the right platforms to promote it. Youtube, Vimeo and Facebook are the most popular and reliable options. Why not use all 3 to reach the widest possible audience? You can even sync your posts to save extra time. 7. Quality is important – The videos need to be high quality. They reflect the reputation of your brand and give your consumers a perception of your products and services. Keep them engaged and impressed with quality content on a regular basis. 8. Think outside of the box – The market is tough and competitors will strive for the biggest share of consumers. You need to make your content stand out against your rivals. Do this by thinking outside of the box. This can include unique offers, funny storylines or an impressive and creative idea.  
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Google AdWords, SEM
negative keywords Negative keywords allow businesses who are running a Google Adwords campaign to restrict their PPC advertisements so that they reach a more relevant audience. Adding negative keywords to your campaigns will help to target your advert properly and ensure you get the clicks that are more likely to convert. We’ve identified 5 tools and resources that you can use to help identify a list of negative keywords that will optimise your Google Adwords campaigns. 1. Keyword Research Tools  There are a number of free (and some paid) keyword research tools you can use to brainstorm negative keywords. Even if you start with a seed list, they will help you come up with other keyword suggestions that won’t be relevant to your business. 2. Commonly used negative keywords There a bunch of generic negative keywords that are worth adding to your campaign that will help streamline your traffic to the right audience. Words such as ‘free’ (if your product is not free) and ‘jobs’ (where applicable) are important to include. Tech Wyse have come up with a good list with industry generic ones too. 3. Google Suggest Type your keyword into Google and it will suggest a list of commonly typed keyword phrases related to that particular keyword. These may also spark some negative keywords that you should be including.   4. Think of negative synonyms Once you have identified a negative keyword seed list, think of other keywords that your audience might use that have similar meaning.  For example, if your product inventory does not include luxury products, you might also want to include synonyms of the word ‘luxury’ to add to your negative keyword list, such as:
  • High-end
  • Expensive
  • Top quality
5. Monitor your Campaign Once you’ve launched your Adwords campaign, you can find irrelevant keywords that are triggering your ads, click the “see search terms” drop-down on the Keywords page. This will give you a list of keywords that have been used to trigger your ad, some of which may be irrelevant to your business that you can then add as a negative keyword. Bidding on the right keywords, and including negative keywords in your campaign set up is only half the battle. The rest relies on clearly targeted ads and a highly converting landing page.  Contact Broadplace’s Google Qualified Adword Experts for more information.
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Broadplace, Google, Industry News
Broadplace Shortlisted For Google Premier Partner EMEA 2017 With Broadplace Logo Google has shortlisted Broadplace for the Growing Businesses Online and Shopping Innovation Awards at the upcoming EMEA Premier Partner Awards at Google in Dublin. This is Google’s first global Premier Partner awards program. Premier Partners are the highest rank of Google agencies – only the most skilled agencies achieve this level. You can find out more about the awards and who is shortlisted here.

Growing Businesses Online Award

Google Premier Partner Broadplace Advertising Shortlisted For EMEA Growing Businesses Online Awards The Growing Businesses Online Award is all about helping to grow our client’s businesses. Broadplace do this through launching, optimising and growing advertising campaigns for our customers. The relationship between Broadplace and it’s customers is one of the main reasons why Broadplace consistently outperforms other agencies. These relationships are built on transparency and trust, which has resulted in the businesses growing their online visibility and revenue.

Shopping Innovation Award

Broadplace Google Premier Partner Shortlisted For EMEA Shopping Innovation Awards The Shopping Innovation Award is about maximising sales for clients using the latest technology. This is achieved through creating the most innovative campaigns that reach and convert the most customers. These innovative campaigns focus on using shopping campaign’s newest features and releases, such as Showcase Ads. Showcase Shopping Ads are a new format of ads that allow the customer to click on the ad and see a catalog of relevant products before clicking through to the landing page. Broadplace Managing Director Ajay Syal commented: At the beginning of the year Broadplace won the highly coveted Google Top Performing Premier Partner agency award. It is great to see our achievements are now spreading across the EMEA region and we are really proud to have made the shortlist for the Dublin Accelerate event. But we hope it won’t just stop there and we are aiming to be finalists at the global Partner Summit in New York later this year- watch this space!
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Google, SEO
Improving your Google SEO ranking can have a huge impact on the success of your business. The higher up you sit in search engine results, the more people will be able to find you. This means a greater chance of making more sales. Boosting business revenue is important to all companies. Here are a few steps to follow in order to achieve this. Google SEO

Tips to Improve Google SEO Ranking

1. Publish regular and interesting content You should strongly consider setting up a blog on your website. Publish regular content to attract customers. This should be interesting and relevant to your market. Engage your readers with high quality content. This may include visual images to enhance their interest. This will improve site traffic, boosting its authority and relevance at the same time.

Keyword phrases

Use a keyword phrase for each page. Consider how the reader might use that phrase within a search engine. Integrate this into your page’s text several times. Ideally, this should be once or twice in the opening and closing paragraphs. In addition, include it two to four extra times in the remainder of the post. Bold, italics, tags and headings can all enhance and highlight your content. Make sure this is done in a subtle way to avoid overdoing it. Post regular content to keep things fresh. This may include updates about your business. It could also involve general industry news, product releases, personal statements or special offers. Think outside of the box. This will increase interest and engage both new and existing readers. 2. Metadata Insert metadata to enhance your SEO. This is information about the contents of your page. It may include title metadata, description metadata and keyword metadata.

Title metadata

Title metadata is for page titles shown at the top of a browser window. This is highly important. CMS websites have an automated system for this.

Description metadata

Description metadata is the text description that browsers use in the page search return. It entices people to click on it.

Keyword metadata

Keyword metadata involves search phrases that web surfers type when looking to find a page. 6-8 phrases of 1-4 words each is ideal. 3. Make your site link-worthy Establish relevant links within your text. Instead of ‘click here’ options, try to focus on writing the name of the destination instead. This makes your text more interesting and improves SEO. Use keywords within the link text in order to do this. This also improves the ranking of the page that you are linking to. 4. Use alt tags It is a good idea to use alt tags to label your videos and images. This is because it allows search engines to find your page. This improves Google SEO rankings. It is crucial, particularly to text-only browsers. 5. Consider a sitemap A sitemap can list and establish links to all other main pages within your site. This means search spiders can find them more quickly. Users can locate these with less clicks required. 6. Go mobile-friendly In the current climate, a substantial portion of web traffic comes from mobile users. Ensuring your site is mobile friendly will improve the chances of users staying for longer – and coming back! Such sites also rank higher in Google searches and improve the user experience. This is something Google is very passionate about.
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