One-to-one marketing is a new concept that has been around for a long time. Sounds a bit like an oxymoron, right? Well, that is because it is an age-old practice reconceptualised for the digital age. It is the future of digital marketing.

Digital marketing has been in the billboard age for a long time. Where we post ads, social posts, or send emails out on full blast. We simply try to get our marketing in front of as many relevant people as possible and let the leads flow in from there. This is very similar to billboards, TV ads, radio ads, from bygone days. One-to-one marketing changes this approach.

So, without further ado, let’s get into the specifics about one-to-one marketing.

What is one-to-one marketing

One-to-one marketing is all about creating personalised connections with customers. The approach is reminiscent of a strategy brick and mortar retailers often adopted. That is, selling 1-to-1, remembering who their customers are and their preferences in order to create a personalised experience for them. This allowed them to up-sell, cross-sell, and provide a better service, ultimately inspiring loyalty.

Today, customers are overexposed to random advertisements targeting their interests but not them personally. They have begun switching off. So, taking advantage of AI and automation to personalise our marketing to our audience delivers a much better experience, switching customers back on.

What are the benefits of one-to-one marketing?

Create a learning relationship

With one-to-one marketing, you are encouraged to get to know your customers. The best place to start with this is getting to know your most valuable customers.

Take little bits of information about your customers’ needs, preferences and buying behaviours each time they interact with your brand. Each interaction with your customers will provide you with more information. You can then use this information to provide a personalised experience for your customers, giving you a competitive edge.

Improve customer satisfaction

Providing personalised experiences is very satisfying for customers. You can give them what they want with increased convenience, keeping them happy, and ultimately, coming back for more.

One-to-one marketing uses machine learning technologies and data you have collected to enhance the customer experience. A great example would be an airline app, which after purchasing tickets to a destination, sets reminders, provides useful information about the destination and more as the date to travel gets closer.

This is a personalised interaction that also offers useful information to the customer. It provides a great experience, encouraging the purchase of add-ons or repeat purchases in the future.

Deliver tailored campaigns

Using someone’s name in an email is a good start but it is not enough. To really grab their attention, you need to show that you understand them. With hundreds of spam emails coming in every day, personalisation is how you get noticed.

Offer personalised suggestions in your emails or use automation when a customer performs a particular action on your website. This will ensure the campaign remains relevant to their interactions with your brand and their interests.

Advertise at the right time and place

Getting to know your customers more gives you a lot of data you can use to market to them and provide better experiences. A part of this data can be where and when they like to be marketed to. Do they respond better to emails, social media or text messages? Use a variety of these to provide a truly personalised experience your customers will respond to.

Conclusion

Providing this experience requires a bit of work. You need to implement a way to collect and collate data from your customers, and software to provide personalised experiences for them. Fortunately, there are a lot of off the shelf software solutions for businesses to provide great, personalised marketing.

If you need help creating the best personalised marketing experience talk to Link Pixel today!

The post What Is One-to-one Marketing And What Are Its Benefits? appeared first on Link Pixel.

The world has changed dramatically in 10 years and with it, so has marketing. We have gone from using desktop computers or clunky laptops for all our computing needs, with a slow smartphone as our secondary device, to our smartphone being our primary internet device, and our secondary being a sleek tablet or laptop. Everyone is more connected than ever through the digital world.

As technology has become our go-to way of connecting with others, it has also become one of the primary ways in which businesses can connect and market to customers. As our digital technologies have matured so too has digital marketing. Now it is a must-have for any business.

Due to its meteoric rise, many business owners who did not stay up to date with digital marketing may feel left behind and out of touch. It is hard to break through the jargon to learn more and reconnect. So, to help you we have answered the top 12 digital marketing questions we see asked every day.

1. What is digital marketing?

Digital marketing is any marketing performed in the digital space. “duh” I hear you say, “it says it right in the title. But that doesn’t explain what exactly it is.”

Let me try again. Digital marketing is a culmination of strategies using many different online platforms to target your customers wherever they are, over the internet. These platforms could be social media, Google search, display ads, websites, emails and more. Any space that your customers access through digital devices that you can reach out to them through is digital marketing.

In comparison, traditional marketing refers to radio, TV, print or film.   

2. How would my business benefit from digital marketing?

Digital marketing is a must-have for every business, even if you already use traditional marketing. If digital does not appear in your strategy, then your business will not reach its potential. To back up that claim with some statistics here they are:

• 4 in 5 customers use search engines, like Google, to find information about local businesses
• 92% of searchers will pick businesses on the first page of search to shop with
• 97% of people learn more about a business online over anywhere else
• 88% of all mobile searches for a local business result in either a call or visit to the business within 24 hours.

If you want to boost your sales, reach out to new customers, and increase your business’ visibility you need digital marketing.

3. What roles are there in digital marketing?

The roles or positions in a digital marketing agency varies from agency to agency. It will depend on the services they offer and their size. Generally, the most common positions are:

• The director or founder
• An Account Manager. You will be assigned an Account Manager when you sign up who will touch base with you and keep you updated on the progress of your campaign.
• Graphic designer/branding expert. They will help with brand redesigns, graphics, website design and more.
• UI designer. They are in charge of making your website as user-friendly as possible. UI designers are experts at creating a website that converts.
• Web developer. They do all the backend coding to make your website achieve the functions you desire.
• Copywriter. A copywriter writes all content from website content, blogs, articles, emails, and anything else that requires words.
• Social media marketer.

4. What is SEO?

SEO, or search engine optimisation, is all about optimising your website to rank higher in search engines like Google. This strategy involves making a wide range of tweaks and implementing tactics to ensure that your page ranks higher. As you rank higher you should begin to see more traffic to your website, and from that, more leads or sales (conversions). 

5. What are keywords?

Keywords are the backbones of search. Searchers use keywords and phrases in their searches and search engines, like Google, use algorithms to match them with the most relevant content possible. To push the ranking of a website these keywords are strategically placed on a website to ensure that it is relevant to searches around those keywords.

6. How often should I update my website?

Websites need to be constantly updated to remain relevant, efficient and effective. As Google regularly updates its algorithm so to should your website to ensure it remains in touch with what Google wants to promote in search. Generally what Google wants to promote is regularly updated websites with relevant content towards the keywords it is targeting. A successful website will be updated regularly to interact with consumers, providing up to date information.

7. What is blogging and do I need it?

Blogging is an extremely effective strategy for connecting to your customers. Through a blog, you can share relevant information which can draw your customers to your website and build their trust in your brand. Blogs can also help your SEO strategy, adding extra pages for your website to rank for. Any business can build a great blog, so it is one of the most recommended strategies.

8. How often should I post my blog or on social media?

How often you should post will depend on the social platforms you market on, your audience, and your resources. You should always aim for quality over quantity. Posting too many posts at a low quality potentially will have no effect while becoming a nuisance to your followers. On the other hand, posting infrequently will result in your audience forgetting you exist and switching off. This means it is a balancing act between ensuring a high level of quality while posting frequently.

There is no magic number for how often you should post, however, here is a little guide:

• For blogs, aim for at least once a month, preferably post once a week
• For Facebook post at least 3 times a week, preferably once a day
• For Instagram post once a day
• For LinkedIn post at least twice a week
• For Twitter, it will depend on your audience, try anywhere between 3 and 30 posts per day.

9. What is inbound marketing?

Inbound marketing is all about attracting customers to your business by creating valuable content and meaningful interaction. It involves personalised experiences that are used to form connections with customers over a long period of time. These could include helpful “how-to” videos or blogs, or even social media competitions.

Outbound marketing, on the other hand, is marketing that interrupts your audience wherever they are. These could be TV ads or YouTube ads.

10. Which social media channels should I use?

There is a range of established and emerging social media platforms out there. Which one you use will entirely depend on your audience and where they go to connect with the online world. The top 4 largest are Facebook, YouTube, Instagram and Tik Tok, but each target an entirely different audience. If you want to reach a younger audience YouTube and Tik Tok may be your best bet. Millennials also hang out on Instagram. While older generations are more active on Facebook.

Once you know where your audience spends their time, look to uncovering their behavioural patterns and the type of content they like. When you get it right, you should see your engagement levels rise and follower count increase.

11. Should I use email marketing?

Email marketing is still effective for developing connections with your customers. There are more active emails than active social media accounts, making it still relevant today. Generally, email marketing is used to be more personal with your customers, reaching out to them privately. While there are many great social media platforms, email marketing should still remain apart of your strategy to maintain personal connections.  

12. Should I buy an email list?

No. Bought lists contain random emails that you will be spamming when you send emails out to them. By growing your email list organically through subscribe buttons and email collection during sales will improve your email marketing performance dramatically. You will have a list filled with people who want to be reached out to, opening opportunities for personal connection.

Conclusion

Digital marketing is essential to the modern world of business and marketing. With so many of us using digital products every day putting your business on these platforms is important to maximising your potential.

Sounds overwhelming? Don’t worry we are here to help. You do not have to go about implementing digital marketing strategies on your own. We know it can get challenging for small businesses, that is why we are here. Come chat with us to see where digital marketing can take your business.

The post 12 Digital Marketing Questions You Have: Answered appeared first on Link Pixel.

You may have heard the buzz surrounding 5G internet. It is the next generation of connectivity that, like 4G before it, has the potential to reshape the way we use the internet. While it is not possible to predict exactly what effects it will have, we know that this innovation will spark new innovations designed to take advantage of it.

What is 5G?

5G (fifth-generation mobile technology) is the successor to 4G. It is the next generation of mobile internet that has just begun rolling out in cities across the world. Currently, 5G is 100 to 1,000 times faster than 4G, depending on how close to the transmitter you are. These speeds will mean faster internet, faster load times, the ability to seamlessly stream 4K video, and more. But it is not just the speed that makes 5G exciting.

A big thing with 5G is the reduced latency. Latency refers to the time it takes for data to reach between two points. With 5G this time is expected to dramatically be reduced. This will be huge for a wide range of technologies. From Augmented Reality, Virtual Reality, robotics, self-driving cars, and more. This is the technology that is expected to bring us into the future.

With 5G the world will become increasingly more connected. Devices will be free to talk to each other without overburdening the system, like they would have done with 4G. This means new avenues to connect with each other and present information to each other will arise. So, what does this mean for marketing?

What will 5G do for marketing?

The big opportunities for marketers will be in the new platforms enabled by 5G. There will be new ad formats as AR (augmented reality) and VR (virtual reality) become more in use. 5G, combined with Bluetooth innovations, will enable almost instantaneous connections between devices, allowing them to communicate more effectively. Someone wearing AR glasses could walk near your coffee shop and you could send a coupon to them, convincing them to come in and buy a coffee instantaneously. It doesn’t end there.

Of course, before these new technologies become widely available our current internet uses will be enhanced. With 4K and reliable streaming enabled on the go, consumers will expect more and better video content. It will then be up to brands to keep up with this demand. Fortunately, our devices are already capable of fantastic 4K video recording, ready for a 5G future. Analysts also predict that adblockers may be used less, with ads no longer slowing down websites on devices.

There will also be a lot more data to play with. As more devices will begin connecting and talking to each other, they will be discovering more information that is more accurate about their users. Marketers will have deeper insights to use about consumer desires and behaviour. This will increase the amount of personalisation possible for future campaigns.

Conclusion

Technologies with the potential to change the way consumers use their devices and connect with each other are important to prepare for. From voice search to 5G, marketers need to begin thinking about creative ways to use these technologies to reach new customers and retain existing ones. Developing this forward-thinking approach will allow your brand to stay ahead of the competition.

If you want a marketing agency that thinks ahead, planning for your long-term growth, you should talk to us.

The post What Does 5G Mean For Marketing? appeared first on Link Pixel.

Often your customers will judge your page in a few seconds, deciding whether they trust you enough to buy from you. So, what can you do to make sure your product page captures your customers’ attention? Here are 4 changes you can make now to improve your conversions.

1. Large, clear imagery

Imagery sells. But not just any imagery, big, beautiful, high quality imagery. Your customers want to be able to see your products, look over every detail, zoom in. If you have to squint to see your products, your images are too small.

As online shoppers do not have the ability to physically touch and move a product, they want to compensate with a great visual experience. By placing large images, taken from multiple different angles, at a high resolution, your customers can click and zoom to their heart’s content. They can see every side and detail of the product, allowing them to feel confident in knowing the product.

Don’t be afraid to show off the product’s unique selling points. If you sell a giant teddy bear, show that it is a giant teddy bear. Put it next to a person for size comparison. Imagery offers the perfect opportunity to show off, so do it!

2. Detailed, but easy to read product information

Now that you have great looking images it is time to provide your customers with all the information they need to know about your product.

Great content that is both detailed, concise and easy to read, helps to answer any questions your customer may have about the product. What can it do? How does it work? For certain products, how safe is it? Ensuring that you work to answer any common questions your customer may have will make them feel more confident in purchasing your product.

Remember, more likely than not, your customer will have your competitor’s product page open in another tab. They will be directly comparing you. So, if you offer the better experience, with content that is more detailed and easier to read, with better imagery, your page will stand out further.   

3. A strong call to action that is easy to identify

One key element to getting your customers to buy your product is to make the buy now or add to cart button irresistible.

The button should stand out, catch the eye of your customers. They should be drawn to the button. Ensure that it is in an easy to see location, perhaps repeated on the page. Once at the top and once again below the detailed product description should be enough. Also, consider the colours of the buttons. To draw attention, they should contrast the colours on the rest of the product page.

Look at your call to actions on the buttons as well. It is often best to test different call to actions like “add to cart”, “buy now”, or “order now”, in order to see what works best for your customers.

4. Add reassurance

Now that your customers are sure that they want the product you sell you need to reassure them that you are the best option for them. This means that your website needs to look secure, a website that won’t be hacked, having all of your customers’ data stolen. For security, customers often look to Paypal, use Paypal or similar services to improve customer confidence.

Other elements you can add to make your customers feel reassured is by stating your shipping and returns policy on the product page. It leaves no questions regarding whether they can return the product and how the product will be shipped.

Adding trusted symbols will also add trust in your brand. Add the Paypal or Afterpay logos into the product page to add authenticity. Ensure that you do offer these services and have permission to use these logos.    

Conclusion

The trick for making any changes to your website is to test them. Come up with different ideas and try them out. Monitor your results and see what worked and what didn’t. If anything did not work, you can always reverse the change.

If you want to take things further, with a higher increase in sales for your eCommerce website let us help. We have a team of eCommerce optimisation experts who can help you boost your sales. Talk to Link Pixel today.

The post 4 Changes You Need To Make To Your eCommerce Site To Drive Sales appeared first on Link Pixel.

The winner of this race is determined by Google and its search engine rankings. Why is that? Because the top 3 search results receive 55% of all search traffic. More traffic equals more people who view your products, and the more likely these people are to buy your product.

There are many SEO strategies that you can employ to rank higher on Google. One of the most effective SEO methods is building backlinks. Here’s why.

Why backlinks?

Backlinks are an incredibly effective method for improving your search engine rankings. This SEO strategy involves link building, that is, working to gain links from other websites to your own. These links are seen by Google as a vote on your trustworthiness, increasing its willingness to rank you higher.

The goal for link building is to gain as many high quality links as possible to show Google that your website is trustworthy, popular and is the best choice to rank on the first page. So where can you go to gain backlinks? Here are the top 9 backlink sources for eCommerce!

1. Membership and discount links

There are so many websites or high-quality brands built around offering customers discounts. These aren’t just dodgy, low quality websites either. Think insurance firms, Airliners, banks, and more. Any big business that offers discounts to its members for shopping at particular brands is an opportunity for backlinks and extra customers. Click through any of these offers on these brands websites and you will see a link right to the store front of the businesses that offer the discounts to their clients.

It doesn’t even necessarily have to be about discounts. Services like Afterpay or similar payment services provide links to businesses that use their payment service right from the homepage. That is a few great links back to your website.

Consider teaming up with these organisations, offering discounts and new payment methods to get a link back from these websites.

2. Charities, donations or sponsorships you are involved in

Doing some good and donating to charity is a fantastic endeavour that can really make a difference in peoples lives. It reflects strongly on your brand, cementing its mission and motivating your employees.

Sponsoring local kids’ sports teams or donating to beyond blue are just a few great places where your organisation can make a difference, making a positive impact on our world.

After you have sponsored or donated to a good cause you can ask the organisation for a link to your website from their own website. This allows them to show the support they have received and is a chance for you to improve your own search engine rankings.

Provide team photos for the organisation, or if there was an event, photos of you participating, for them to share on their social platforms with a link. This builds awareness of your brand and provides a high-quality link back to your website.

3. Contests and giveaways

Who doesn’t love a good contest or giveaway? They generate a lot of buzz online. With some tempting prizes, and a great social campaign, you could stir up a lot of attention for your website. If you guide customers through to your website, you will find your traffic and even sales rising.

Use this giveaway as a chance to build some links. Encourage social influencers to add a link to your website during the giveaway and get them to share your posts too. The more people who see the link to your website the better. You will build traffic, and links telling Google that your website is popular and relevant.  

4. Guest blogging

Guest blogging is another great way to build backlinks to your website. It involves you writing an industry relevant blog with a link to your website. You then submit this blog to another website for them to publish. This SEO strategy can take some time but will ultimately build some high-quality links right to your website.

If you are serious about guest blogging, check out our guide here.

5. Blogger reviews

Bloggers and reviewers are very powerful online. They command hundreds of thousands of followers who, often, take their word on any product or brand. No matter your industry there are bloggers out their ready to review your products for their many, many fans.

If they like your products, bloggers are a great source for some high-quality backlinks from a high-quality website. All you need to do is provide an incentive for them to review your product.

Send them samples of your products and gifts. You could offer some bloggers money for a sponsored post too. These will catch their attention. The trick is to build a positive relationship with them and their media team. Send them an email, give them a call, spark up a conversation and keep yourself on their good side. A relationship with an influencer can be great for future projects and increased sales.

6. Fixing old broken links

Links are very fragile. Often, they get broken due to the smallest change. It is a good idea to include fixing broken links into your SEO link building strategy.

There are many great backlink checker tools. From SEMrush, to ahrefs, you can find your websites existing backlinks and hunt down broken links.

Once you have discovered any links that lead to broken pages, old pages of your website, or 404 pages on your website, contact the website that has the broken link and ask for it to be fixed. Be polite and understanding, it is a good idea to maintain a positive relationship to retain some great backlinks.  

7. Try your suppliers

Your suppliers offer the perfect opportunity for a few easy backlinks. You already have a fantastic relationship with them, and you are selling their products, so why not ask them to link to your website?

Often, they will have a successful brand of their own and will want to send customers to their resellers in order to gain more sales. If they don’t have an established brand, then linking to great resellers, like yourself, will look good when they are trying to court more.

8. Look at your competitors

Now is when we get a little aggressive! Stealing links from competitors is a great way to outrank them. There are many excellent SEO tools like SEMRush and Moz’s Open Site Explorer that you can use to find out who is linking to your competitors.

Often these websites will be willing to link out to other eCommerce stores in the same industry as those they have already linked to. So, contact them and see if they will link to you. Sometimes you may have to offer a good value proposition to this website, like a great blog that is better than the one your competitors have written. But, a lot of websites will be prepared to give you a link if you contact them.

Ensure that you go for high-quality links. The better the link the bigger the impact it will have on your eCommerce store’s rankings.  

9. Resource pages

Many websites will have a resources page to allow customers to find more information about the industry and businesses within it. Wikipedia is a big website with a lot of resource links. While you may not be able to get on Wikipedia easily, try other websites like blogs, eCommerce stores from similar industries or more.

To get a link into a resource page you will need to provide quality information that is useful for that particular website’s customers. Try writing a blog about your industry to provide some value, making you the must link to website in your industry.

Conclusion

With eCommerce being one of Australia’s fastest growing industries it is more important than ever to ensure that your SEO strategy is set up to get you high organic rankings. With a good backlink strategy in place you will see your rankings soar, generating you more traffic and more sales.

If you need help creating and running an excellent link building campaign you need Link Pixel. Find out more here.

The post 9 Must Have Backlink Types For Your eCommerce Website appeared first on Link Pixel.

Email marketing has the potential to reach your customers across the sales journey. It can provide great customer service when they do purchase, and convince them to come back when they haven’t made a purchase in a while. This is simply something that most marketing channels cannot do in such a direct, personal way.

So, what exactly can email marketing do, and how can your business get started?

What is automated email marketing?

If you have sent out a monthly newsletter before then you may be familiar with how email marketing works. It relies on a database of emails that it uses to send emails whenever you ask the app to. Automation turns this process up to 11. It goes beyond simply sending a mass email out to a list of subscribers.

Automated marketing goes beyond a one-time scheduled email, instead you can automatically send emails you have set up to individual customers when they perform a specific action. For example, say a customer bought a product that needs servicing every 6 months. You can set up a system that sends them a reminder to come back to your store for a service close to those 6 months, and to sweeten the deal why not put a 10% discount for their first service! Or, you could send automated emails to your customers throughout the buying process, providing them information on when their product is arriving, how to get the most out of their product, and accessories that will work with it.

Why use it?

There are a lot of cool things you can do with email automation that makes the entire customer journey feel personalised and hands on. Automation has a lot of flexibility, prompting your customers towards a desired action based off where they are in the sales funnel. So, beyond being awesome, what benefits does it bring to an eCommerce business?

1. Nurture your customers

The more points of contact you have with your customer the more likely they are to convert. Of course, the points of contact must be of a high quality and connect well with the customer to avoid turning them away. This is where email automation shines.

As it is an ultra-targeted form of marketing it can be more personalised to their location in the sales funnel. You can guide them towards conversion with some friendly emails that seem to know exactly where they got up to.

A perfect example of this would be an email that is automatically sent to a customer when they abandoned their shopping cart, encouraging them to finish the purchase.

2. Shows that you care

Sending out timely personalised emails is a great way to show that you care even if it is in response to negative feedback. An email that speaks to their needs, shows that you care, and are taking their issue into consideration, will boost your relationship with the customer, increasing their brand loyalty.

If it is in response to negative feedback an automated response designed to diffuse a situation may make it easier for your follow up responses. It may even help maintain the customer relationship, retaining the customer for longer.

3. Improves brand recognition

The more positive interactions your brand has with a customer the more you will stick in their minds next time they want to make a purchase. Automated emails that follow your brand’s image are an excellent way to ensure brand recognition, alongside social media.   

How to get started

1. Gather your data

To get started in any email campaign you need to collect emails. For automation emails there is a lot more data you need to collect.

You need to know when you lose customers along your funnel so that you can set up an automated email that will retain them. Then you need to consider how you will get those customers emails. Often a freebee, like an engaging blog, small discount, or other piece of information will be enough to capture an email. A contact us form is useful for collecting data too, more on that here.

2. Create your emails

Once you know where you want to use automated emails to engage with your customers it is time to create them. Ensure that you make the emails as personalised as possible. If you are able to, collect your customers first name and include it in the email. Make sure you have a solid call to action or an enticing offer that will push them towards your desired goal.

3. Set up your email triggers

Once you have finalised where you want your emails to trigger and have an awesome template for each trigger it is time to set it the automation up. The easiest way is by using mail software like MailChimp. They have automation settings built in; all you need to do is install the trigger into your website.

Analyse its success and make tweaks

Now that you have implemented your automated emails it is time to begin measuring the results. Look at your sales funnel, see where you are still losing customers. Analyse each email, look at the response it is getting. Are your customers following the path you are trying to push them down?

Keep tweaking the emails to improve the results. Experiment extensively to find out what works. Eventually you will find a working formula that will boost your conversion rate.

Conclusion

Automation emails have the potential to transform an eCommerce store’s conversion rate. It can encourage an increase in returning customers and bring back many who abandoned their cart. No matter your eCommerce marketing aims you should always include some sort of email marketing automation to boost your conversions.

The email marketing team at Link Pixel have implemented many successful automated email marketing campaigns. If you need help creating an effective automation email campaign talk to the Link Pixel team today.

The post How To Transform Your eCommerce Business With Email Automation appeared first on Link Pixel.

While there is no single best method for paid search, it depends entirely on your business, budget and industry, each option offers a unique advantage for uplifting your business and brand.

To help you find the right answer for your business we have created this handy guide that will give you a rundown on the strengths and weaknesses of each paid ad type.

Display Ads

Display ads are a perfect tool across multiple stages of the customer journey, known as the funnel. It acts as the perfect first contact, raising awareness of your business and products. Then, it is also an excellent tool for remarketing, shifting its focus to bringing users or previous customers back, expanding your conversion rate.

Expanding brand awareness is one thing that display ads excel at. They allow businesses to very quickly and easily hit a broad target of people. Simply by creating a few basic ads, introducing your business and products, you are able to spread them across the internet and generate more traffic to your website. You can combine this with organic or paid social media to reach a wider range of people, expanding awareness of your brand even further.  

However, it is very difficult to measure just how effective your awareness campaign has been. This makes it tricky to see what is and isn’t working so that you can optimise your campaign for a higher ROI.

Where display ads are easily measured is in remarketing. Display Ads can be a powerful tool in returning users to your website, setting them up for a conversion. They are extremely versatile too. Whether you want to display a simple banner across the web targeting those who have visited your site, or whether you want to display specials on products that an individual user has left in their cart, you can do it. This means that you can get down to the nitty gritty and take advantage of all the data at your disposal to optimise your conversion rate.

Paid Search

Paid search is a powerful middle of funnel tool, allowing your business to appear right when customers are searching for someone like you. They have realised that they have a problem and are in the process of finding a solution. This is where, when done right, paid search brings in returns. To be effective in this phase of the funnel you need to show, in your search ad, that you understand the problem, know how to solve the problem, and how that solution is your product. When you can nail that, you will find the power of paid search.

The drawback in paid search is that it relies entirely on your customers realising, in the first place, that the problem your product solves is a problem. If they do not realise that they have a problem, then why would they search for a solution? This is a big issue in niche markets where awareness surrounding your product is low and search volume is even lower.

Search is an excellent foundational tool, allowing you to position your products as the answer to customers problems. This covers a major downside to Google Shopping that we will discuss next.

Google Shopping

The perfect end of the funnel tool, Google Shopping is designed specifically to showcase your products front and centre in search. Its strengths lie in its ability to allow customers to dig down and find exactly what product they are looking for. This makes Google Shopping invaluable for nudging customers down the last few steps into conversion. However, it is only at its most effective after the customer has done the research, when they know exactly what they want and have begun looking for it.

It is very difficult for Google Shopping to spread awareness about a brand or product. It also isn’t very good at presenting your products as a solution to your customers problems (noticing a trend here?). Google Shopping is very specific in what it does, and it does that exceptionally well. Because of its fantastic ability to catch customers and reel them into conversion, it has an incredibly high ROI.

The Best Approach

If you haven’t caught the trend yet amongst each mode of paid ads it is this: each mode makes up for each other’s shortfalls. This is because paid ads are not a case of either/or, instead requiring a good combination of the three. By finding the right mix to match your needs, industry and budget you will find the highest ROI possible. Each ad type simultaneously will benefit any business, drawing customers in and pushing them down the funnel towards conversion.

If you want to find out more about paid ads and what they can do for your business, have a chat with our specialists at Link Pixel today.     

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