Digital Marketing: Your Guide to Online Success

At this point, the reach of Google AdWords as an advertising platform, as well as the attractiveness of Display ads for advertisers, is unquestionable. Therefore, Google continues to make strides forward to improve advertising reach and user experience. For some time now, Google has been advising on the use of HTML5, in order to reach the widest possible audience on different devices and screens. Yesterday, Google AdWords published a post on its Google+ profile announcing that, starting this year, Display ads will be exclusively in HTML5. They warned web surfers that they must update their Display ads by converting them to HTML5. To achieve this, they have set two dates: Starting June 30, 2016 , ads built in Flash will no longer be uploaded to Google AdWords. And starting January 2, 2017 , Flash Display ads will no longer work. Google, in its attempt to make this transition to HTML5 easier for us, is giving us the necessary tips and tutorials to start converting our ads to HTML5 right away . If you currently use Flash Display ads in your campaigns created with Google AdWords, there are three ways to convert them to HTML5: Give Google AdWords permission to automatically convert Flash ads to HTML5, create the ads with the tools that Google itself provides, or upload your own pre-created HTML5 ads. Google Chrome, surprisingly, has already begun blocking Flash Display ads, thus increasing page load speeds. The controversy surrounding the negative effects of Flash has been going on for a long time, ranging from security concerns to extra power consumption by processors, which is inconvenient for mobile devices. So, don't wait to convert your Adobe Flash Display ads to HTML5. Source: Google+ by Google AdWords. Published: February 9, 2016. https://bit.ly/20NDwUR

January was a month of taking stock and reflecting, analyzing statistics and trends from the previous year, and, of course, looking to the future accordingly. At Clickonline360, we found it interesting to review two reports (Adobe Digital and EMarketer), which we believe will change the environment and our ideas when designing a digital marketing investment plan. According to the Adobe Digital report, we are witnessing a certain slowdown in the growth of search advertising. In the last quarter of 2015, pay-per-click continued to grow, but at a slower pace ; specifically, overall growth fell to 75%. While growth was 12% in 2014, it was 3% in 2015. Mobile searches grew 23% in the last quarter (a 12% increase over the previous year), allowing advertisers to act in line with consumer behavior. Two aspects must be taken into account: mobile pay-per-click is 26% lower than desktop pay-per-click by 26%, and the higher click-through rate, both decisive factors when allocating investment. Until now, display advertising received less investment than search advertising, however, the multiple possibilities of display advertising make it very attractive for advertisers. Therefore, we can speak of a forecast of growth in advertiser investment in display advertising, foreseeably surpassing paid search. But beware, this doesn't mean that search advertising will fall behind; it will simply experience a slight slowdown. Display advertising offers multiple possibilities, in addition to the established banners, including rich media, videos, and sponsorships. For the American market, investment in display advertising is on the rise, surpassing search spending. This was revealed by another study published by Emarketer. It would be good to consider this upward trend when designing our digital marketing strategies. These data, collected from various reports, somewhat alter the advertising landscape in the digital environment. The rise of display advertising and mobile searches is highly significant and should be taken into account when making investments. However, paid searches, or pay-per-click, have NOT begun to decline.

Google AdWords made an important recommendation in its blog this week, which we wanted to echo and not miss the opportunity to share. We talked about the importance of highlighting in your ad some feature that makes the product or service you offer different. With ad extensions, your customers and potential customers will have a clear idea before clicking on the ad. Site snippets contain diverse information that must have been provided by the advertiser. You should have done your homework beforehand and be very clear about what values fit with your company, the more personalized the better. This way, you could include them in the "Header." For example, if you are a car repair company that also sells spare parts, it would be good to include a site snippet for "Parts and Brands" and list the different brands and spare parts you work with. Highlighted text and site snippets have specific characteristics that make them different. Callouts should capture what makes your product, business, or service unique ("24/7 Support"), while the site snippet would capture a specific aspect of your services or products ("Original Pieces"). Ad extensions and callouts always help with positioning. And above all, they are decisive for ad ranking. The more ad extensions you provide, the better the auction will work and the ad's performance will be optimized. We'll explain some factors you should consider when defining your site snippets and callouts, as they have different characteristics. Keep the following in mind: There is a 25-character limit per value and per callout. It's advisable to offer between two and three values in the callouts, and in the site snippets, we would evaluate them based on the value length and screen size. Advertisers should also consider their callouts and define them. Thanks to ad extensions and snippets, we can give our ads a differentiating value by driving clicks. What are you waiting for? Source: Google Adwords Blog.

A few days ago, we celebrated AdWords ' fifteenth anniversary, and it seems like a good time to look back and explore some fascinating things. In this case, I want to talk about the customers and how they have evolved exceptionally, much faster than the tool itself.

Years ago, in a work meeting with a client, you could explain some metrics or not, you could give them more or less in-depth data, or in other words, you could be more or less technical depending on the knowledge of the person in front of you.

I'll go further, sometimes you could even be extremely cruel to your own boss to explain a campaign with data and technicalities that he was unable to understand.

Today, all this has changed, and a lot, and it has changed for the better, especially for Google AdWords customers.

This is because today, all clients control the metrics, KPIs or technicalities regarding the Google AdWords tool and this leads them to delve much deeper into what campaigns, ad groups, ads, keywords, ad extensions, tags, filters and everything related to them are in order to be much more perceptive. This, in addition, translates into greater demands on us and on the technicians who work on Google AdWords strategies.

And this is what we have to be grateful for. Our clients' demands are what drives us to improve; they prevent us from becoming complacent and allow our work to progress and improve day by day. Somehow, we've all managed to evolve—clients, AdWords , and technicians—to adapt and move forward.

I'm not so sure about the bosses ;-)

David F,

Do you monitor the progress of your AdWords campaign every chance you get? Do you follow the statistics practically minute by minute ? Now you can monitor how your campaign is performing without having to connect to a computer. With the new AdWords app for Android, all these tasks will be more convenient and easier to perform. Those responsible for Google AdWords are thus joining the bandwagon of the widespread use of mobile devices in most facets of both daily life and business . Smartphones aren't just used to connect to social media or browse the internet. They're also increasingly being used in the business world, and many companies even use them to manage orders. With this in mind, why not use mobile devices to manage an AdWords campaign? One of the great advantages offered by the new AdWords app is that you can use it anywhere in the world, without having to worry about finding a computer to view and act on any matter related to your campaign's ads. We can't forget that AdWords campaigns evolve very quickly and their profitability varies from one moment to the next. Therefore, having the ability to react when managing them is essential if you want to truly get the most out of them. This rapid response is now much more feasible thanks to the newly launched application, which allows you to access all the information and resources you may need at any time or place. Changing budgets, managing temporary ads... any adjustment you need to make to your campaign to modify it instantly and take advantage of its impact is now possible simply by installing the AdWords application on your Android 4.0 or higher. What does this application specifically offer? To begin with, an essential element for the proper management of any AdWords campaign: access to statistics. You can view both basic data (clicks, costs, and conversions) and more detailed metrics , making it much easier for you to decide what to do with your bids and budgets at any given time. And that's not all. The Google AdWords app also offers you the option to activate real-time alerts and receive action suggestions , which you can implement immediately after receiving them to optimize your campaign. Ultimately, having the AdWords app on your phone allows you to work on your campaign without having to go to the office and improve it second by second, to optimize it to the fullest .

Do we need to use hashtags? One of the most common questions when establishing an online marketing campaign is whether and, if so, how to use them correctly to optimize results . The truth is that they've been used for years, but even today, many companies hesitate when it comes to using them on Twitter, where they originated, and on other networks. Don't know if you need hashtags in your campaign? To answer this question, we must first understand their purpose. In reality, they're an excellent resource for grouping relevant messages that appear on social media , which are directly related to the product or service you want to promote and your target audience. Hashtags keep messages always visible to users on a specific platform and allow them to access them with a single click. Also, keep in mind that hashtags are used today on most social networks, so applying them to your campaign will help you unify your campaigns across different platforms. Can you think of a simpler and more effective way to impact your potential users? So far, we can deduce that hashtags can give you many advantages in an online campaign, but what can you do with them? If you really want them to have a positive effect on expanding the reach of the content you generate, you must be careful how you use them. To begin with, you need to do some prior research to ensure that the hashtag you want to use hasn't been previously associated with other concepts that could be counterproductive to your promotional objectives. In fact, there are tools that will allow you to know if the one you've chosen for your campaign has been used before , for example, to raise awareness about a natural disaster that occurred some time ago. Likewise , optimizing the hashtag you've decided to use in your campaign involves measuring its exposure. Keep in mind that associating several hashtags with the same post on social media can end up diverting your audience's attention to different areas and, therefore, preventing the content created from being as effective as you desire. If you use a maximum of three hashtags per post, you'll avoid confusing your users. It's important to remember what you're using them for: to make it easier for your potential audience to remember your marketing messages and find them as quickly and efficiently as possible. Therefore, for them to be effective, you need them to be easy to remember and perfectly summarize the idea you want to convey with your campaign.

Do you need an AdWords remarketing campaign? Digital marketing evolves very quickly, and strategies are constantly changing, but the essence of any campaign remains the same: the need to reach users and convince them to make the conversion we've previously set as our goal . But how many times have you seen how many of your users don't complete the process and fail to complete this conversion? Too many, without a doubt. AdWords remarketing is one of your best allies in these cases. What will you achieve with an AdWords remarketing campaign? The idea is very simple: re-engage those users who haven't completed an action on your site , encouraging them to visit your site again. This action can be converting to a lead or subscribing, although the most common is a purchase. Why will remarketing be effective for you? The truth is that these types of campaigns are easy to prepare and launch, are inexpensive, and offer the advantage of delivering a personalized message to a quality audience. Keep in mind that you're targeting people who have already visited your website, so they're already somewhat interested in the product or service you're promoting. Therefore, the impacts you send are much more likely to be effective. This applies both to customers who have left their shopping cart full without making a purchase and to those you know have visited the product listing for your campaign, even if they haven't taken any action, among many other possibilities. If you're thinking about running an AdWords remarketing campaign, keep in mind that they're typically set up on the Display Network and that they use cookies to provide basic implementation code for campaign optimization. With this and a well-defined conversion funnel, you'll be able to fully evaluate the results of your remarketing campaign. Of course, it's important to keep in mind certain basic aspects that will allow you to get the most out of your campaign, such as the need for good user segmentation, which will allow you to apply specific strategies for each type of user and, thus, reach them more effectively. This will also allow you to better allocate your budget by investing more heavily in users most likely to purchase, i.e., those who abandoned their cart full of products at the last minute before converting.

One of the social networks most identified with the teenage world is Snapchat . Therefore, it probably doesn't even occur to you when planning your online marketing strategy. It's time to change your mind. This social network is becoming another important influence in the marketing field, and leaving it aside could mean missing out on many an interesting promotional opportunity for many brands. It's true that it doesn't have the same operating concept as other social media platforms, since its use implies the almost instantaneous and permanent disappearance of the video created by a user as soon as another person views it. In fact, users can define the "lifespan" of the videos they send . Obviously, this has important implications for any online marketing strategy that includes its use. But this doesn't mean we should ignore it. The figures indicate that Snapchat is on the rise. In fact, young adults up to 34 years old are showing a significant increase in the use of this social network, making it clear that it is effectively penetrating the market . But how can we? Some major international brands, such as Macy's, already include Snapchat in their marketing strategies. One good option is, for example, to offer users short images of their special offers using this network , which perfectly combines the promotional objective with the personal nature of this network. Furthermore, many marketing experts consider that the ephemeral visibility of these messages directly influences the creation of a compulsive need to buy, which can be very positive in many campaigns. Are you wondering how you can include Snapchat in your marketing strategy? Keep in mind that other major brands have chosen to use its ability to create ephemeral videos to tell stories, with the goal of creating an emotional connection with their potential customers and generating engagement by encouraging them to visit the landing page of the company or product being promoted. The truth is, the options are endless. Another good option is to incorporate Snapchat into your marketing strategy by organizing a contest, always keeping the duration as short as possible to create a sense of urgency in your users and, therefore, the need to get their act together to participate. A dose of excitement never hurts! Last but not least, you can't forget to consider the most obvious way to use Snapchat in your online marketing strategy: sending promotional videos. Make sure to create targeted and engaging videos so they draw attention specifically to the product or service you want to promote and turn them into your own personal "hook" to grab your customers' attention.

Okay, you've heard all the time that content is king in online marketing these days . That's why people create blogs, post on social media, and strive to offer quality content in every possible way. But is this alone a guarantee of success? Obviously, producing quality content is essential these days, but you must also be aware that you need to know how to produce and distribute it for your strategy to succeed . Marketing, in any of its varieties, requires constant updating so that a brand can be sure it's efficiently reaching its users. And in the case of content marketing, there's yet another factor to consider: the need for creativity and originality. Have you considered whether your content strategy is really working, or if you can improve it? Consider whether you're making mistakes like not publishing at the right time. If a while ago, the basic strategy was limited to publishing a lot to be seen a lot, today the situation has changed radically. Selecting what, where, and when to publish has become mandatory if you want your content to be successful, no matter how high-quality it is. In fact, publishing on a website associated with poor-quality content can ruin your brand image. Likewise , relying solely on social media as the primary distributor of content can be one of your biggest mistakes when it comes to optimizing the results of your strategy. In any case, perhaps one of the main problems you must face to achieve success in your marketing strategy is confusing content with advertising. Trying to promote content in the form of articles doesn't help you gain the trust of your consumers or improve your brand image. Keep in mind that quality content helps you with SEO , but also with achieving the recognition you seek. Finally, if you truly want to be competitive in implementing your content strategy, you must keep in mind that you need to constantly analyze the results you obtain with it . And we're not just talking about analyzing specific figures like clicks; it's equally, if not more, important to consider the media where your potential customers search for information. Knowing how your content is shared and which sites have the highest user loyalty rates is essential for success. How do you gather this information? Web analytics tools like Google Analytics will be essential for monitoring the progress of your content strategy.

Recently, one of the hot topics when talking about digital marketing is, without a doubt, mobile marketing . You've surely heard that it's the future of any strategy, and that it's the focus we should all be on if we want to achieve success in any campaign. But is that enough on its own? The truth is that all the recent studies indicate that mobile marketing has an important ally that allows for even greater optimization of its results: social media. Understanding how consumers use social media on their mobile devices is a key step in understanding how they will interact with a particular brand on this type of device. In fact, if you're preparing your online campaign and want your mobile marketing strategy to be successful, one of the first things you must assume is that consumers don't behave the same across all devices. Harnessing the full power of social media in mobile marketing to improve your brand image depends, in large part, on embracing this idea. A good example of this? The growing number of consumers accessing social media in-store to find other users' opinions on a specific product or the brand in general. How do you establish a good social media marketing strategy for mobile devices? Without a doubt, the first thing you should keep in mind is the need to make your customers feel safe and respected . Keep in mind that consumers are very aware of their vulnerability when accessing social media through smartphones and tablets. Therefore, to gain their trust in your brand or product, you need to ask their permission to try to contact them. You must also respect their time. Users accessing social media from a mobile device don't want to be entertained with long, rant-filled messages . Therefore, base your strategy on short, clear, and concise messages that provide your users with the value they're looking for. Of course, you can't forget the concept of usability either. Keep in mind that your potential customers will most likely use mobile access to social media and the brand's own website just minutes before making a purchase to find the feedback they need to convert. Therefore, if they have trouble accessing the site, they'll most likely give up. The moral of the story ? Invest in a responsive design that guarantees secure, fast, and reliable access from any device.