The Evolution of Paid Search & What it Means for Your Strategy

The Evolution of Paid Search & What it Means for Your Strategy


“Where can I find jackfruit?”

“Pool floats that look like donuts”

“Do I need special glasses to watch the solar eclipse?”

Those are just a few of our team’s latest Google Searches. Did you know that there are over 3.5 billion searches per day on Google alone?

The Evolution

Over the course of the last decade, technology has evolved and so have our search patterns. Google has introduced numerous algorithms, and continues to refine them in order to better assist you in your queries.

Take a moment to think of your own behavior and how, it too, has evolved over the last 10 years. The first iPhone wasn’t introduced until June 29, 2007, so until then, Google search was limited to desktop users. In 2011, Apple introduced Siri – it’s voice-activated search tool for Apple product-users. 2012 marked Google’s release of their search app for iOS that featured its voice search function, rivaling Siri.

Paralleling these technological advances were also societal changes in the way we interact with our phones. 2007 was also the year when the state of Washington became the first state to ban texting and driving. Since then, many other states have followed suit and some have even banned calls from a hand-held cell phone device which, in turn, pushed for more voice activation options.

Earlier this year, The Webmaster released an article citing Hitwise’s study that found nearly 60% of all online searches are now happening from a mobile device, with the food and beverage industry reaching 72%.

What it means for Search

According to a recent HubSpot blog, 20% of queries in 2016 were mobile and android voice searches and a study by Ahrefs found that 64% of searches are at least four words or more.

This tells us that we’ve become much more conversational in the way we use search. So, instead of typing “Restaurants Quad Cities” like we did in 2007, we’re typing (or, dictating) “Where’s the best place to find tacos near me?”

What it means for Google AdWords

With many of our current clients reaping the benefits of Paid Search, the TAG team of Google certified experts decided that with this information, it was time to restructure our strategy.

Instead of the previously advised 10-20 keywords per topic in AdWords, because of the way consumers are searching we need to start thinking of them as “topics.”

The first step in this process is looking at your content from a low level. Segment the content you want your consumers to find into “topics.” For example, at TAG, one of our “topics” would be Social Media. We realize a strong social presence could be a potential client’s pain point and we’re here to help them succeed.

From there, we take our “topics” and segment them even further into “subtopics.” We think, ‘What are our potential clients searching for when they’re looking for help with their social strategy?” Then, “subtopics” for social media could be:

Social Media (topic)

  • Facebook marketing quad cities (subtopic)
  • More followers for my business Instagram (subtopic)
  • Is snapchat right for my business? (subtopic)
  • Email marketing tools (subtopic)

The subtopics help our team get into the mind of our clients and we’re able to then reformat our Google AdWords campaigns in order to deliver them the information they’re seeking and, ultimately, help their business succeed.

At TAG, it’s important to understand our clients, and their clients, so that we can create a comprehensive approach that fits everyone’s needs. Our TAG team of Google certified experts is excited to help your business grow, so let’s get started.

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TAG Team Highlight: Jordan Kremer

TAG Team Highlight: Jordan Kremer

Who’s Google Analytics and AdWords certified and ready to take your online marketing to the next level? Jordan Kremer, TAG’s Associate Digital Analyst!

“ I come up with strategies to get consumers to our clients’ websites and analyze what they do once they’re on the website,” said Jordan. “I enjoy the challenge of learning new things. Since Google is a constantly evolving marketing platform, it gives us the flexibility and challenge to create new, innovative campaigns that drive results.”

“The best part of Google AdWords is how specific it can get—it’s all data-driven.”

Originally from Cedar Rapids, Jordan graduated from St. Ambrose University with a degree in Business Marketing and Management.

“I love the location of the Quad Cities—it’s a short trip to Iowa City for a game, or a weekend in Chicago with friends.”

When Jordan isn’t at TAG performing the duties of a Google Master, you can find him working out or reading. His latest literary find? Game of Thrones by George R.R. Martin  (the book, not the show …).

You’ll also spot him at Van’s in Davenport, throwing back some beverages and buffalo chicken dip.

A lover of Halloween, Jordan can also juggle three things at a time (see below!).
Jordan Juggles

Where does Jordan see himself in five years?

“In five years, I’d like to be graduated with an MBA to advance myself in my career. I’ve always had an interest in venture capital as well.”

 

For more information on Jordan, and the role he performs at TAG, visit our website!

 

Reasons Your Website Needs to be Responsive

Reasons Your Website Needs to be Responsive

With the majority of people using mobile devices to access the Internet, websites that work across numerous platforms have become increasingly more important.

Mobile websites can be designed in two different ways; developing a responsive design, or using a mobile template.  If you have a significant amount of web traffic from mobile devices, the difference between the two options is definitely something you should consider. A mobile template requires a mobile-only website or subdomain built specifically for your site, meaning that the website will not adjust based on the size of the screen it is being viewed on. On the other hand, a responsive design means the web pages being viewed will reformat on their own to adjust to the size of the screen the website is being viewed on.

GoogleNo End to Mobile Usage in Sight
Did you know that 58 percent of people search for local businesses on their smartphone or mobile device at least once a day? And 89 percent of people search once or more a week? That’s huge! In 2015, more searches were done on a mobile device than on a desktop. So what does this mean for you? It means that now is the time to update your website using a responsive design. 

Positive and Timely Experience for Users is Key
Sometimes, the first impression a customer has of your business is by way of your mobile website. A positive user experience is important. In fact, there is a 61 percent chance that a user will leave your site immediately and go to a competitor’s page if they can’t find what they are looking for. A positive mobile experience results in a 67 percent higher chance that the consumer will make a purchase, especially if they can easily search for and find what they are looking for on-the-go.

Websites generally take more time to load on mobile devices and are more difficult to read when designed with just a mobile template. With a responsive web design, web content is reorganized, rather than resized, and optimally loads in under two seconds. Bottom line, utilizing a responsive web design is the most effective way to make the most of mobile traffic, as well as provide the best experience to users.

Mobile Social Media
In 2015, over 73 percent of Americans were active on social media platforms, with 55 percent of time spent on social media sites being done on a mobile device. If your company is sharing content that links back to your website without a responsive website design, you’re going to experience three things; high bounce rates, low conversion rates, and frustrated followers—none of which are good for your business. Social media isn’t going anywhere, anytime soon. In order to excel in the mobile world, mobile-friendly, responsive websites are a necessity— especially as we move forward into 2016.

SEO
It’s no surprise that Google prefers websites with responsive designs over mobile templates. Creating a mobile website also means creating a URL separate from the desktop version, whereas a responsive design doesn’t need a URL separate from the desktop version. One URL makes it easier for Google to crawl your website and minimize on-page errors. And while improving your SEO won’t happen overnight, creating or improving your mobile website is a step in the right direction.

 

Is your website mobile friendly? At TAG, we can help you with all aspects of your website, including making it mobile responsive. So what are you waiting for? Give us a call today or visit our website to get started!

Salesman or Spokesman?

Social media means something to everyone, even if you aren’t an active user. For some it’s a social hangout, to others it’s a way to publicize business. For advertisers, social media is a tool that changed the industry. Honestly, it changed the world, but that’s another story.

Facebook, Twitter, Google Paid Search, Pinterest, YouTube, Vine, Snapchat, Foursquare, etc. What do they all have in common? Well, they all have the potential to generate sales. Yes, sales. The purpose behind social marketing can be seen as two fold; to build an audience while also building brand loyalty and to drive sales.

Steps for Social sales success:

  1. Strategy: As advertisers, we start with a strategy – first priority is to identify what platforms fit our clients need. Why do you want to use social media for your business? How can you use social media to sell your story?
  2. Platform: Which social media platforms are right for your business? There are multiple ways to reach your customers. Don’t limit yourself to the traditional Facebook and Twitter platforms.
  3. Delivery: How will you tell the story you want customers to hear? Connecting the dots from brick and mortar to virtual and back again. Aiding in a clients understanding of the work we do for them also helps connect the dots to the success of their business.

Take a company like Patagonia. Their Facebook page doesn’t have advertisements for products they sell; it has stories about the people that use their products. The stories they share depict a lifestyle that lives and breathes their mission. By sharing these stories Patagonia grows their own customer base. People read the stories and become inspired to live their life along the mission of Patagonia. This inspiration should be every company’s goal when it comes to implementing social media.

At TAG, we understand the value in a social presence for your business. We also understand the complications that go along with having a social presence. Lucky for you, we’re here to help! Check out our white paper on social media for your business by clicking here to get you started.

How TAG can help you improve your Search Engine Optimization

SEO
Click image for more SEO tips from TAG on our Pinterest page!

It’s very frustrating for a business owner to type in keywords related to their industry only to find his or her website on page two, three or even four of the page results. After all, most Internet users typically never go beyond page one of the search results.

Websites with low on search visibility get fewer clicks and don’t attract authoritative links from other websites. A poor search ranking doesn’t necessarily mean a business isn’t as liked or respected as its competitors. It just means the business hasn’t been taught the ins and outs of Search Engine Optimization, or SEO. That’s where TAG comes in.

TAG works with its clients to improve SEO – the ability for a website to appear in top web search results. The first step is to understand who their customers are and where they come from. TAG has a great tool for this – we call it a TAGmap™.

During this process, we sit down with the client and take a good hard look at the clients’ goods and services, strengths and weaknesses and define business goals. Then we take the results and build personalized marketing strategies to maximize growth.

Potential strategies include:

  • Optimizing website content to use trending keywords in search to aid in search visibility
  • Creating social media profiles and using content to help build website traffic
  • Claiming and improving the validity of website listings

Contact TAG today to discuss your SEO options to improve your business!

Brian Marshall, Digital Marketing Specialist

Five tips for a successful video shoot

TAG Demo 9-10-13.Still009

You’ve created a YouTube account, and can’t wait to get shooting. Boosted Search Engine Optimization here you come!

Keep in mind, however, that to send a professional message to your audience the shots have to show it. Make sure your first video is a success, with these five quick tips!

1.      Use a tripod

If your video is too shaky it can make your audience seasick, as well as question your ability to perform in other elements of your business – such as your product or service.

2.      Think about lighting

When natural lighting isn’t available, or lighting is poor, artificial light sources are beneficial to use. One way to create a balanced look with artificial lighting is to have one light in front of the subject and one in back.

3.      Consider Placement

Try to use a relevant background for all your shots – including interviews. Relevant backgrounds add context, and is more visually appealing than a blank, white wall.

4.      Take your time with B-roll

Let the camera roll for more than five to 10 seconds when gathering your b-roll. When it comes time to edit, you’ll thank yourself for having so much more to work with.

5.       Don’t overcomplicate things

If you don’t know how to use the manual settings on your camera, then stick to the AUTO setting.

Bonus Tips:

On the day of your shoot, make sure your batteries are charged, extra SD cards are packed and your camera lens is clean. In addition, using headphones while your shooting helps ensure sound quality.

Good Luck!

Todd Steffens Videographer, Editor & Animator at TAG

Successful Website Designs

As a website developer, I have seen many older sites that are essentially nothing more than an online business card. From a basic functionality standpoint, this isn’t recommended – especially with the tremendous growth of expectations from Internet users.

Web designs should be both visually and intellectually engaging for consumers. Meaning, content is not only useful, but also easily sharable across various social mediums. Navigation between pages should be simple and a page devoted to photos, news and entertainment in your line of work showcasing your expertise is an excellent idea.

Just as important to a successful website design is staying true to the brand’s image. A website’s layout and content should be harmonious with all aspects of your business – such as print, television and billboard advertisements – to strengthen brand identity and customer loyalty!

Finally, in a world ever growing in number of tablets and SmartPhones, mobile optimization of websites is becoming a necessity. All TAG’s web projects are designed right out of the gate with mobile compatibility, keeping you relevant to your target audiences.

Don’t just take our word for it, check out our recent designs!

mystique_screenshot

Mystique Casino

What’s cool: Mystique’s built in Paralax – a fancy term for elements on the page appearing and moving at different rates – gives it a very modern presence. It also allows for more information to be placed on the home page, increasing SEO.

hungry

The Hungry Hobo

What’s cool: The slider on the homepage allows the Internet user to glide to any of their numbered sandwiches and have The Hungry Hobo himself pop up to describe the ingredients.

active

Active Endeavors 

What’s cool: The product photo gallery allows the Internet user to search for items down to very specific terms – from the product time, gender and age the product is designed for, size, manufacturer, price range and the quantity of it you want – making shopping online for your favorite athletic gear easier than ever.

Andy Erickson, Website Developer