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Month: June 2017

Tracking checks when inheriting Pay-per-click accounts

[Disclaimer: This is an uncensored and unedited article submitted by a student at NUS. We have recently experienced cases of students publishing articles on NUS Digital that contain advertisements or spam, and we are deeply sorry for such cases. In those cases, we removed the articles promptly thanks to whistleblowing from our readers. If you believe this article contains any subtle advertisements, spam or offensive content, please report it for us to review. Thank you.]

Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked. PPC is a popular way to get visitors when you need traffic. When inheriting a website, this may come with a pay-per-click account that the previous owners had used to get exposure.

Whenever you manage a PPC account, tracking should be a high priority. But when you are inheriting an account, costs can be high, so it is in your best interest to ensure that tracking is in place and working correctly.

Below are some key checks to do when inheriting a pay-per-click account and how to remedy any flaws when going through these checks.

PPC Conversion Tracking

Ensure that the conversion tracking available through the major PPC search engines is in place. Run a lead-tracking report to see if conversion data is available for each search engine in use. This will tell you if they’re using conversion tracking. If they are, double check that the codes have been installed correctly on the website and/or landing pages. Leave no landing page unchecked, no conversion path untouched. If the account has no conversion data, this is your chance to implement the codes. Utilizing the conversion tracking services through Google, and Bing will allow you to manage those accounts more easily because you will have immediate access to conversion statistics.

AdWords and Analytics

Check the analytics tagging. When inheriting an account, your first task is to ask your client or the previous account manager whether they have been using an analytics program to monitor the site’s performance. If they have, find out if Google AdWords has been linked to Google Analytics (if the client is using Google Analytics). You can do this by simply logging into AdWords and clicking on Google Analytics from the Tools and Analysis tab.

Google Search Query Data in Analytics

Within the Google AdWords interface, there is a Search Query Performance report. However, this report has a major flaw: a tremendous amount of the search queries are labeled “other unique queries” and are not revealed to you. This can be very frustrating.

Google Analytics can be used to work around this issue and gain access to all search queries for your AdWords traffic. The process involves creating a new profile and creating filters that will pull the search query data out of the referral string (information that is passed to your website with each visitor from Google). Upon completing the setup process, you will be able to view the search queries for all your AdWords traffic.

Insertion tags, or as Google calls them, ValueTrack tags, are designed to pass important information from Google to your analytics package via your destination URL only. Use insertion tags to create comprehensive tracking URLs that will pull in keywords, differentiate between Search and Content, and display ad IDs and even the site where your placement targeted ad appeared.

 

NUS Digital’s Most Commonly Overlooked Web Design Mistakes

[Disclaimer: This is an uncensored and unedited article submitted by a student at NUS. We have recently experienced cases of students publishing articles on NUS Digital that contain advertisements or spam, and we are deeply sorry for such cases. In those cases, we removed the articles promptly thanks to whistleblowing from our readers. If you believe this article contains any subtle advertisements, spam or offensive content, please report it for us to review. Thank you.]

Web design can be a largely complicated field filled with a seemingly infinite plethora of features, plugins and jargon that the typical business owner may not come to understand. With the rise of website builders empowering the average joe to take web design into their own hands, it is important to note of some commonly overlooked web design mistakes that people make.

Making important information hard to find

One common web design mistake is making core information hard to locate. The homepage should have links to things like store hours, return policies, directions, FAQs, and shipping details. Other frequently viewed content like blogs and product descriptions should also have their own sub-menus in the sidebar once a visitor reaches that particular section. A search bar is also a very handy tool to place in the header of your site.

When creating the navigational layout for a website, it’s essential to focus on the consumer’s most frequent questions/needs and make those pages the easiest to find. On huge websites, it makes sense to create major category pages for quick navigation, which would give the user a brief description with a link to seek additional information.

Poor use of headers, sidebars, and footers

People often assume that heading areas, footers, and sidebars are designed exclusively for advertisements. However, it’s a big red flag when a webpage displays a high number of ads and banners, especially when there’s little content to go along with it. These areas can be much better utilized for additional navigation within the site. Now, that’s not to say that it’s wrong to place a banner across the top of the page advertising a special promotion. This only means to remember the importance of design and balance throughout the site. If in doubt, get a free web design audit at website design Australia.

Lacking consistent quality content

The number one ranking criteria for the search engines has always been the quality of the content displayed on websites. Yet, domain owners frequently spend thousands of dollars to build a sleek, beautiful site and then treat the actual writing as an afterthought. This affects far more than search results though, because it is also the number one way to engage visitors and increase conversion rates.

To determine if your content is high enough in quality, look no further than your bounce and click through rates for visitors. This will clearly show if people are viewing multiple pages and taking actions on-site or leaving quickly. Bottom line: When designing a website, give just as much consideration to your content.

Not paying attention to analytics

Finally, a critical mistake in website design is not properly setting up the site’s analytics through Google Webmaster Tools or a similar program, or not using the analytics once it’s properly installed. The only way to accurately measure a website’s success is by digging down into the data and seeing how visitors are navigating the website.

This enables you to quickly leverage tools that identify poorly performing pages, analyse important conversion flows, and test banners and promotions in order to improve the weaker facets and find the best option. The most popular websites in the modern world are constantly testing, measuring results, and optimizing some more. That’s the only way to constantly improve and increase customer loyalty.

Why is content marketing more important than ever?

[Disclaimer: This is an uncensored and unedited article submitted by a student at NUS. We have recently experienced cases of students publishing articles on NUS Digital that contain advertisements or spam, and we are deeply sorry for such cases. In those cases, we removed the articles promptly thanks to whistleblowing from our readers. If you believe this article contains any subtle advertisements, spam or offensive content, please report it for us to review. Thank you.]

What is content marketing?

Marketing is impossible and pointless without quality content. According to the Content Marketing Institute, content marketing can be defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”

Content marketing focuses on the notion that instead of pitching sales arguments for products or services, you instead provide truly relevant and useful content to your customers and prospective customers, with the aim of helping them solve their issues.

Benefits of content marketing

Producing quality content and implementing a content marketing strategy has several benefits, which include;

  1. Increased brand awareness: as customers and prospective customers search the web for answers to their questions and solutions for their problems, your brand continues to show up and resonate with them as the answer.
  2. Increased brand preference: Content marketing helps to further establish your brand as a thought leader and trend driver, which strengthens relationships with buyers and creates a reputation an authority within your industry.
  3. Greater reach at lower cost: a collection of great content will continue to reach more qualified leads and interested buyers. Although a successful content marketing strategy takes time, it doesn’t have to cost a lot and is regarded as one of the most profitable marketing tactics.

Tips to improve your content marketing

So now you understand how important content marketing is to any marketing campaign, here are a few tips on how to ensure your efforts aren’t wasted:

  1. Document your content marketing strategy – it doesn’t have to be long, but have a clearly defined, documented strategy to keep each campaign aligned with your overall goals.
  2. Have clearly defined goals for the content you share
  3. Define what metrics best measure your content marketing efforts – use these metrics to evaluate whether your content marketing efforts are helping you achieve your objectives or not.
  4. Adopt a customer-centric mindset – when planning and curating content, always keep in mind what your target audience actually want and need.
  5. Hire an internet marketing company to implement and manage your content marketing strategy. They possess the know-how and expertise to curate quality content that is aligned with industry best practice.

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