Digital Marketing: Your Guide to Online Success

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.

Using the Google AdWords Keyword Planner tool helps us create a more efficient campaign. One of its great advantages is that it offers us concrete data that allows us to choose the keywords, ad groups, and budgets that best fit the objectives we want to achieve. This way, we have the opportunity to define the campaign we are truly interested in running in much more detail. First, this planner helps us find ideas for choosing keywords that will improve our campaign , whether we start it again or want to add them to the one we already have running. And the best part is that it allows us to define them based on various factors, such as the product or service we sell, its category, or the landing page. In any case, it is important to emphasize that using this tool does more than just provide us with keyword ideas. This planner also offers us complementary information that allows us to make more informed decisions about the keywords we need to use, such as click estimates and historical statistics . This way, we can get a rough idea of their performance and what positive consequences they could have on our campaign. Despite all the positive points we've mentioned so far, we must be clear that the Keyword Planner is not a definitive guarantee for the success of our Google AdWords campaign. As much as it helps us find the most suitable keywords, the final performance will be determined by other factors that are equally important, such as bids, campaign budget, and, of course, user behavior. Only by taking all these factors into account can we see the real results of the campaign we have created in Google AdWords.

Do you want to pay the cost of your Google AdWords campaign in monthly installments? It's certainly a good option if you're planning to work with a significant amount of advertising, but you should keep in mind that AdWords only grants billing cycles to users who meet certain requirements. To set up split billing with monthly payments for your AdWords campaign, you must apply for credit from Google and invest €1,500 per month for at least a quarter. Additionally, you must have a credit history with AdWords, and you may be asked for financial reports about your company. If Google agrees to grant you billing cycles, you should keep in mind that you cannot change the terms later, and that invoices will be sent to you on the fourth business day of each month. If you fail to meet the payment deadlines, your account may be terminated. Although in theory, billing will be charged after 30 days, this can sometimes change. For example, you'll be charged before the end of the month if you earn €50 from clicks or impressions, depending on whether your campaign is based on CPC or CPM. From then on, you can accumulate €200 to be charged again in the next 30-day billing cycle. These billing cycles can occur continuously and increase the maximum billing limit allowed by AdWords. These billing cycles can also be applied to prepaid Google AdWords accounts . In this case, the cost of periodically displaying your ads will be subtracted from the money previously paid until the account reaches zero, at which point the campaign will stop appearing.

One of the concerns users have when making an online purchase is maintaining the privacy of their data, but this is no longer a problem these days, as Google guarantees the security of purchase conversions made on a website. To achieve this, it has various resources. To begin with, Google uses a data encryption system on pages that have a conversion code, designed to reinforce their security. It also tracks conversions with secure servers separate from those that display search results, and employs other measures to reinforce its security and privacy standards in this process. Tracking Cookies Tracking cookies are, without a doubt, one of the most controversial elements on the Internet today. It should be noted, however, that conversion tracking is not isolated; it only allows general access to ads and keywords. Furthermore, cookies only remain on the user's computer for a specific period of time. In any case, it's important to note that we can configure the Google Site Stats box in our AdWords campaign to inform potential users who have accessed the website through Google about conversion tracking cookies. With this option, they can accept them or not, and we'll also remind them that no personal information will be collected. If we decide to use Google Site Stats as our privacy policy, we must activate this option so that it appears on the conversion confirmation page. To do this, within the Reports tab of the Conversions section, click Edit Information and select Google Site Stats under Customize Tracking Indicator. This will provide us with the code for our site.

One way to increase the activation of the ads in our Google AdWords campaign is through the use of the broad match modifier . Essentially, its function is to give our ads a new, extra focus, taking into account words related to those we have previously defined. Therefore, it directs traffic and, above all, improves relevance . This has, as we already know, a positive effect on CTR and conversions. In any case, to get the most out of the broad match modifier, we must learn how to use it correctly. While adding a + before the chosen word activates it, it is important to monitor how it would work in relation to other keywords to prevent traffic from becoming too overwhelming. It is important to keep in mind that the broad match modifier will cause variants of words to appear (such as misspellings, singular or plural forms), but not synonyms or related searches. To monitor the effect of the broad match modifier, it's recommended not to change existing modifiers and instead add new ones to separate ad groups to monitor their specific performance. And, of course, don't forget that they need to be constantly modified as the campaign evolves. To create a broad match modifier, access the campaign or ad group you want to modify, go to the keywords tab, click the "+ Add keywords" button, and add the keyword you want. However, if you want to add it to an existing broad match keyword, you'll need to edit it online by adding the + to the keywords you're interested in and saving the changes.

Do you want your Google Adwords ads to be truly successful? Then you can't    forget the importance of keywords when publishing them. In fact, if they are not configured   properly, the entire process that follows when setting up a Google Adwords campaign will not work, and the ad will not get the clicks we want.

In this sense, match is a key aspect for achieving good campaign performance. If we restrict it, it's true that the AdWords campaign will cost us less money, but we'll also get fewer clicks. Therefore, we must be clear about our priorities.

Additionally, Google AdWords provides us with various tools to manage our campaign keywords . For example,   Using the “View Search Terms” report will allow us to   Tailor the match to our interests. The Keyword Planner tool will also be essential, as it will help us improve our keywords and create lists of the most important ones, based on our traffic estimates.

Keyword maintenance

Keyword lists   should never be static. Throughout our campaign, we must work to correct them and define the appropriate ones at all times. With this periodic work of elimination and   By fine-tuning the words we use, the performance of the campaign we are working on is greatly improved.

Consequently, we must be clear about the need to continuously maintain the lists we work with, starting with saving those directly related to our product and deleting those with low traffic . This way, we'll retain the ones that get us the most clicks. Compound keywords will also perform better because, being more general, they can reach users with less specific interests.

If we've planned an online marketing campaign that includes the use of display ads, it's important to keep in mind that these ads must have certain basic characteristics to pass Google's filter.

Criteria for display ads

To begin with, display ads must meet basic quality criteria. This means their images must be clear , representative, and understandable in relation to what they want to communicate .

Its content must comply with certain standards, making it suitable for viewing by minors. Therefore, adult material, inappropriate language, and aspects related to sexual themes are prohibited .

How to make a display ad

For a display ad to be accepted by Google , it must not have any inaccurate features . That is, its animation must not be fraudulent and appear to have nonexistent characteristics.

This includes, for example, fake drop-down menus that can mislead users.

Similarly, it should be noted on a formal level that the images of graphic ads accepted by Google must cover their entire surface , and cannot be reoriented in a single ad, nor can they appear multiple times.

Display ad formats

To create graphic ads that are accepted by the Google Ads service, we can choose between “.gif,” “.jpg,” and “.png” formats, and Flash is also supported in animated ads.

Finally, Google values that the user bar of this type of ads consists of an ID, a visible URL and a link for interaction with the user .

In addition to meeting all these characteristics to pass Google's evaluation, it is important to note that a good display ad must accurately reflect the website and the product or service you want to promote .

Additionally, it's recommended to use Google Ads' performance tools to evaluate its performance during and after the campaign. Also, relying on the expertise of a Google Ads agency like Click Online 360 can help you grow your online presence.

One of the key factors in an AdWords campaign, which can determine the success of our ROI objectives, is the correct selection of keywords and their accurate targeting . Therefore, it's important to understand the matching relationships that can be established and their direct impact on the campaign.
In any case, it's important to keep in mind that online advertising is constantly evolving, so we should never get stuck with the first keyword we come up with. We need to periodically analyze them to find the most profitable ones and eliminate those that aren't viable.

Broad match types Broad match is the default type of match, and it means that the search is activated when the user types one of the keywords, or their variants: singular, plural, synonyms, etc. This way, you reach a broad audience whenever their search matches the established parameter in some way.
Phrase match , on the other hand, adheres to the exact order of words entered into the search engine. The ad will therefore only appear when a specific search is performed or when the words preceding the phrase are searched for. Compared to broad match, it allows for much broader targeting and makes it possible to eliminate ineffective keywords.
Exact match is intended for ads that we only want to appear in a search with specific terms, in the same order, and without any additional additions. It's activated by placing the keyword to appear in brackets. The advantage? It allows for detailed targeting of the product or service being sold and, therefore, a more efficient return on investment in the campaign.
Negative match allows us to prevent our ad from appearing associated with a word we don't want. To achieve this, we need to add a negative sign to the word we want to avoid.
Finally, modified broad match allows us to add exact keywords so that our ad appears when that exact search is performed, slightly modified, or in any order. This allows us to better control the traffic we target.