Digital Marketing: Your Guide to Online Success

Some very special news for us! ClickOnline 360 participated in Retail@Google , an event organized at the Dublin headquarters that brought together the top 300 retailers from across Europe to discuss their best business solutions in the online world. Our company attended this important event as an online marketing agency managing the Google AdWords account for one of the invited retailers. We must admit that it was a unique experience from which we learned a lot, thanks above all to participating in the various sessions with Google specialists in retail solutions. Before we begin to explain everything we achieved by attending this event, we would like to take this opportunity to acknowledge the excellent organization and the treatment provided by Google , both in the talks and work sessions and in the activities organized to get to know each other better, such as the drink offered to participants in the evening. Without a doubt, these were two fantastic days in every sense, from which we were able to take many positive aspects for our company and our clients. What is Retail@Google 2014? This event focused on analyzing the business and networking solutions available to retailers to evolve and ultimately achieve their growth goals. With this in mind, Google offered us an extensive program of talks, strategy classes, and interactive sessions, where we were able to work on and analyze our experience with customers and our online brand image, among many other factors. In our next post, we'll provide specific information on the topics covered in the various sessions at Retail@Google 2014. You'll be interested!

In other posts on this blog, we've learned how to apply broad match modifiers to our online marketing campaigns.    Today, we want to analyze the influence its use can have on our site's traffic and CTR .

The first thing to keep in mind is that when we use a broad match modifier, we can affect previously established keywords in two ways:

• ·          Limiting its scope
• ·          Increasing relevance and decreasing traffic levels

That is, we will decide which searches our ads can appear in and which ones we want them to be omitted from, even if they are related terms.

How to Get More Clicks with Broad Match Modifiers

Using broad match modifiers also has an impact on how much our ads receive clicks . To achieve this, we must be careful to maintain the broad match keywords we have already established and, at the same time, add some to separate ad groups that are already part of an existing campaign. This way, we can compare which ones offer the best performance.   long.

If you're wondering what applying broad match entails for a campaign, you should keep in mind that when using broad match keywords, we can't forget that it only works with broad match keywords. But this limitation doesn't mean that it isn't very useful when it comes to reaching more customers through   Controlling search terms. Additionally, by constantly making the necessary changes, we can increase the number of clicks and conversions with a high cost-per-click bid.

We can't truly calculate our website's ROI if we haven't previously defined its objectives. By doing so, we're actually defining the actions we want our users to take on our site, which can range from registering to making a purchase.

To define a campaign objective , we need to consider certain parameters, such as the name—which will allow us to easily identify each one and its reports—the conversion funnel—which is optional, but gives us important data on when visitors decide to abandon the conversion process—and the objective value, which calculates the frequency with which users who reach this objective become customers.

How do you set up campaign objectives? To begin, log in to your AdWords account and click on Manager. Here, select an account, property, and view, and then go to the Create an Objective tab. Follow the steps on the screen until you complete the creation process by clicking Save Objective.

  Google Analytics also gives us the option to choose a goal configuration template useful for our business purposes. If we want to use them, we just need to fill in the required fields; if not, we can always opt for the Personalization option. These templates are so comprehensive that they have four different categories: "Revenue," "Acquisition," "Query," and "Interaction," allowing us to choose the one that best suits our interests. In any case, if we want objective information about our visitors' actions, it would be interesting to create a goal for each of them.

If we want to get the most out of the ads created for our AdWords campaign, we can put into practice some basic ideas that will help us give them a higher level of relevance. To begin, we need to create very specific ad groups , focused on a product as specific as possible, so that it truly interests customers. Related to their topic, we will select the most defined compound keywords and include some in the ad text. In fact, it is essential that at least one appears in the title. It is also important that we pay attention to the creation of the ads, which should be simple in format but very attractive. The key is to provide a message that differentiates us from the competition, and to express it with a very strong phrase. Furthermore, if we want to be successful in creating our ads and ensure they have the greatest possible relevance, trial and error will be key. In other words, we need to try various formulas and not give up until we find the one that is truly effective. Similarly, we should consider periodically reviewing our campaign's performance to see if we're meeting our pre-established goals. Another option for increasing the relevance of our ads is to differentiate ourselves from the competition, both by highlighting the most unique products or services we offer and by describing them independently. This will help us better segment our traffic. Finally, we can't fail to highlight other small tricks that, when applied correctly, will make your ads as relevant as possible, such as using capital letters to highlight words that interest us or editing the display URL .

Information is a key element for us to manage the Google AdWords campaign we've previously prepared in the best possible way. Without data on the website's behavior, keywords, or end users, it will be extremely difficult to correct potential errors and, therefore, achieve maximum performance .

An excellent option for analyzing our website and its results is to use Google Analytics . Its high level of effectiveness will allow us to closely monitor content and performance, keeping in mind that if our site has more than 10 million monthly visits, we will need to upgrade to the Premium version. The truth is that combining Google Analytics with our AdWords account gives us endless monitoring possibilities. To begin with, it's important to note that this tool allows us to obtain specific reports for domains and subdomains , which means we can assess each of our web pages in detail. Likewise, with Google Analytics, we also have the option of using some of its widgets to monitor the results of blogs, or the MySpace and Facebook pages we have enabled as part of our online marketing campaign. We can even track visits obtained through RSS feeds, provided that users run a file with JavaScript code on Google's servers. This way, the Analytics service can count page views through an RSS reader. In short, we can say that Google Analytics is an indispensable tool for conducting web analytics when associated with our AdWords account. It also has the added advantage that it can be combined with other complementary systems for an even more comprehensive final analysis.

The Quality Score allows us to measure the importance of our keywords, ads, and landing pages for users. This way, we can determine whether they are truly useful or make the necessary changes to achieve improvements. What consequences can Quality Score have on our campaign? The truth is that it's a factor that affects many aspects of AdWords. To begin with, if the chosen keyword has a high Quality Score, it's more likely to be selected for the ad auction . The Quality Score of the keywords we use can also affect their cost per click , which will be inversely proportional. That is, the higher the quality, the lower the payment. Something similar happens with the estimated bid for the top of the page for keywords, which will be lower the higher the Quality Score. The consequence of this? That it will be more likely for our ad to be displayed there. Finally, it's worth noting that the higher the Quality Score of the ads has a direct impact on their position on the page , so the higher the Quality Score it obtains. From all these beneficial effects that a Quality Score can have on our AdWords, we can deduce that the higher the score, the more beneficial it is. That is, our campaigns can be more cost-effective, our ads will rank well, and they will generally get a higher number of clicks. In short, we'll end up making more profit.

First of all, we need to clarify what the Google Display Network is: a network of millions of sites—including news pages and blogs—reached by 70% of Internet users worldwide. The purpose of this impressive network is to display targeted AdWords ads. The Google Display Network has a series of predetermined locations where the ads we later see when browsing the Internet are published. These are known as network placements . Google Display Network placements can be of various types, such as entire sites, specific pages of a website, or even a single page. In reality, ad units can be placed in all of these placements, but it's important to know how to choose the right placement and how to manage it appropriately. The Google AdWords system offers various options for managing the placements we work with. Each one is appropriate for the specific type of campaign we want to run and, therefore, for the ad groups we work with. Automatic placements on the Google Display Network are determined by the contextual targeting offered by our ad group and its keywords. However, if we're looking for greater control over the development of our campaign, we can also opt for managed placements. Managed placements have the advantage of giving us the option to manage each of our established Google Display Network placements separately. This way, we can link bids to placements or decide which sites we want to restrict the appearance of our ad groups to. Finally, we can't forget about excluded placements , which, as their name suggests, are those we have removed, of our own free will, from the list of possible placements for our ad groups.

The concept of conversion is defined as the achievement of the objective of an online marketing campaign. What does this mean? It's nothing more and nothing less than getting our website visitors to take the action we created our campaign for, whether it's providing information, making a purchase, or clicking. When we measure the conversion rate we achieve on our website, we're assessing the success of our campaign and, consequently, the ads we've created and the keywords we've chosen to use. This way, we have clear information about what's most profitable and can decide to invest in it to achieve a better ROI. In fact, by taking advantage of the option our Google account gives us to track our conversions, we have a very effective tool at our disposal to decide how to adapt the use of keywords to improve the results of our campaign. Similarly, with conversion tracking, we can obtain important information about which device our visitors click on, and with what objective. That is, many people may access our website from a smartphone but, for convenience, click to purchase on a computer. If we decide to set up conversion tracking for our website in our account, we should keep in mind that we can do so in two different ways: counting a single conversion for each click on the AdWords ad—which is useful for calculating subscriptions—or multiple conversions per click on one of these ads, which will be very effective for measuring those that add value, as in the case of product purchases.

Great news that we can now make official : Our Co-founder Bernat Tirado @bernat_tirado is one of the official speakers of the Actívate Program powered by Google in collaboration with the main Universities in Spain : Santiago, Basque Country, Salamanca, Madrid, Zaragoza, Barcelona, Valencia, Alicante, Murcia, Granada, Seville, Mallorca and Tenerife are the points where this training will be given throughout 2014. The Actívate program consists of specific and free training for young people from the main cities of the country. The reference framework for learning is Digital Marketing , being aware of the situation in which the markets are both in large companies and SMEs. And knowing that today to find a job or directly start a startup it is essential to have knowledge of the 2.0 world , of the digital environment that surrounds us and that it can offer us so many opportunities. In this field, Google directly contacted @Bernat_Tirado to entrust him with the training project for the entire Levante team. He is responsible for teaching AdWords, SEO, and Analytics , as well as teaching attendees successful business models . We would like to take this opportunity to thank you for the trust placed in our Co-Founder and, consequently, in our company. It is a real challenge to rise to the occasion, and we are very excited about this project. We can also confirm that the first presentations have been a real success, and we would like to thank all attendees for their patience, but above all, their eagerness to learn. There are still places available ! Below we leave you the links with all the information about the project: https://www.google.es/landing/activate/formate/ https://plus.google.com/+googleactivate/about And to say goodbye: People hate advertising in general, but they love advertising in particular @cindygallop at the Cannes Lions 2012 creativity festival .

Google Analytics is designed to help us analyze our website from a commercial perspective and get the most out of the marketing strategies we implement. Therefore, it offers tools that help us manage our campaigns in the best possible way, such as automatic tagging . Automatic tagging is default in the accounts so we can see how the keywords we used are performing, taking into account clicks, conversions, and campaign costs. And how is this achieved? With the automatic assignment of tags that relate all these parameters. From here, the system generates a results report that relates all these parameters. However, automatic tagging is not a panacea. We must keep in mind that it will not work on websites that do not support additional parameters, for reasons as diverse as a redirect or server configuration. In these cases, we will notice that the link check fails, and we must deactivate this tool by going to the Preferences tab and clicking on the Tracking section, where we can disable the "Automatic tagging of destination URLs" option. In any case, opting out of automatic tagging doesn't mean we have to give up the information this system provides. Manual tagging of ads is also possible, which will provide interesting information, although not the same. If we advertise on the Google Search Network , the reports won't specify visits associated with clicks from our AdWords campaigns, but they will show those from Google's organic search results.