Secure Your Sales With Google for Free During the COVID-19 Pandemic

Secure Your Sales With Google for Free During the COVID-19 Pandemic

Posted on Thursday, April 30th, 2020 at 4:20 pm    

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The current COVID-19 pandemic has brought a sense of doubt to just about every retail sector in America. The shelter-in-place orders have closed the doors to many physical stores that are now relying on digital sales and curbside pickup to stay afloat. 

Consumers, many of whom are staying at home as essential businesses are only allowed to be open, have flocked to purchase goods online, including everything from essential products to apparel to kid’s toys. If one thing is for certain amidst these uncertain times, however, people still enjoy a good shopping spree or bargain find. 

The Benefits of Marketing With Google

The key for businesses–for those who find themselves working with a limited scale of what they are accustomed to–is to continue engaging with these customers by implementing a strategic digital marketing plan.

That is where we believe digital marketing can separate your business from your competitors.

The silver lining of the coronavirus pandemic and utilizing a solid strategic content marketing strategy, is that Google will now show search results primarily consisting of free listings in an effort to help retailers connect with potential consumers. 

This is crucial because Google is the tool that buyers use to access countless shopping searches that affected businesses have in stock but are not necessarily discoverable online commodities.

What You Need to do in Order to Benefit

For those retailers who have been impacted, Google’s “freebie” is a lifeline to sell their merchandise to millions of people who need digital access to their shopping desires. Retailers can maximize potential sales by emphasizing their content marketing plans as well as their products, with the help of their paid digital marketing and Google’s free listing search to work in tandem and draw from a great reservoir of consumers. 

It is worth noting that if you are already employing Merchant Center and Shopping ads, you don’t have to do anything to take advantage of Google’s free listing. 

Those retailers who are new to developing Merchant Center ads can maximize their profits by working with a digital marketing agency that can walk them through the do’s and don’ts of the onboarding process that will develop over the course of the next month or so.

Google and Existing Partners Have a Variety of Tools to Help You Track Products and Inventory

Google’s adjustments will take place in America by the end of April, and the search giant is looking to expand the service worldwide by the end of the year. Local retail merchants will have access to Google’s help center to understand information regarding how to engage in free product listings and Shopping ads.

Google is also partnering with PayPal to help merchants synchronize their accounts, which will help your onboarding process run smoothly and ensure that you are getting a sound search engine results page (SERPs) for your business. 

It would be a smart move for merchants who wish to maximize their digital footprint to align themselves with an affluent marketing agency that can outline an efficient plan that utilizes search engine optimization (SEO), content marketing, and an appropriate digital marketing campaign that will enhance this great resource Google is offering to merchants all across America.

How to Set Up Google Merchant

Signing up for Google Merchant Center is as easy as having a Google account in hand and entering your business information in merchants.google.com. Everything from your business name to minor nuances like your timezone and familiarizing yourself with
guidelines can be filled out in this section. Reviewing the terms in the Merchant Center will help you on your way to start ranking on SERPs, which is going to help your organic traffic and overall sales.

Cobalt Digital Marketing understands how to navigate businesses through this time of uncertainty and implement an effective digital marketing strategy to go along with Google’s new objective of helping retailers sell products online for free to maximize your business on all fronts.

Our Cobalt Formulaᵀᴹ can help your business get back on track while helping your customers find you!

 

 

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Don’t Let Bad Digital Ads Eat Up Your Budget: What You Need to Know About PPC

Posted on Friday, December 6th, 2019 at 2:12 am    

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Pay-per-click (PPC) advertising is one of the most effective methods for promoting your company’s products and services online. 

At its heart, pay-per-click advertising in one of the fundamental tools needed to get to the top of Google’s search results. By strategically bidding on the proper keywords, you can see substantial traffic to your website from individuals looking for the specific product or service your PPC ad is promoting.

Not sure what the best strategies are for making your PPC ad effective? Worried about spending exorbitant amounts of budget and not reaping any benefits in return? Or do you simply have no idea what PPC can do for your business? Look no further than the good folks at Cobalt Digital Marketing give you a rundown on PPC ads and how they can be a vital element of your digital marketing strategy. 

How Pay-Per-Click Advertising and Digital Marketing Connect

Where PPC gets difficult is in choosing the right keywords, testing the effectiveness of different versions of your ad, and maximizing your budget so that your ad gets the most conversions at the lowest cost. Doing all of this effectively requires an understanding of both your target audience and the digital tools they use to search for products, services, or information.

Thankfully, our agency developed the Cobalt Formulaᵀᴹ to ensure that each client we work with has a strategic process for developing a keyword strategy that helps drive their search engine marketing (SEM) and search engine optimization (SEO) efforts. 

Not only does the Cobalt Formulaᵀᴹ help make our clients’ PPC ads more effective — leading to higher conversions and more sales — but it also helps them use digital tools such as AdWords in a much more strategic way to maximize their ad spend.

Here are a few key areas to focus on to improve your company’s pay-per-click advertising.

1. Develop a Keyword Strategy

Depending on the industry you’re in, there can be heavy competition for certain keywords that you’ll want to target via PPC. Generally speaking, the more generic the keyword then the higher the competition and the higher the cost-per-click. The different types of keywords range from commercial keywords that will attract high-intent buyers who are ready to buy, to keywords that attract low-intent buyers but which can be used as part of a remarketing strategy beyond the immediate search.

Developing a keyword strategy is about knowing your audience and what you’re trying to achieve. If you are an industrial machine manufacturer, for example, you have a much smaller audience than a smartphone manufacturer. In that case, the keywords you choose might get more eyeballs with a generic keyword, but you might get more actual conversions with a more specific long-tail keyword that is sure to attract your target audience.

You can use a keyword generator or other keyword tools such as Google’s Keyword Planner or SEMrush to help with your keyword research and discovery process. These tools can help you compare different keywords, their search volume, and provide other competitive information such as opportunity score. What’s most important is that you prioritize the keywords you are searching for and thinking strategically about which keywords will get the most conversions at the lowest cost. 

If you need support with this, the Cobalt Formulaᵀᴹ helps you do all of this in an integrated way guided by a well-thought-out keyword strategy.

2. A/B Testing Your Pay-Per-Click Ads

Because there are so many variables in search results, it is important to have different versions of your ad copy and to test different combinations. For example, switching different headlines with different bodies of the text. At the end of the day, it’s all about keeping track of results and making adjustments to your keywords based on those results.

The goal of any keyword campaign is to turn clicks into conversions. You may notice that some ads get lots of clicks and few conversions, and vice versa. A/B testing will help you identify the specific problem, whether it is with the ad copy itself or maybe the keyword you chose is simply not attracting the right audience. Results are not always clear-cut, so it is important to use A/B testing as an ongoing best practice to keep your pay-per-click ads effective.

3. Focus on Google’s Quality Score

Google uses complex algorithms that manage the keyword bidding process and Quality Score is one of the most important metrics to note. Basically, Quality Score is how Google rates the quality and relevance of your keywords and pay-per-click campaigns. A higher Quality Score means you will pay a lower cost-per-click and also will be ranked higher in the ad auction, which means your ad will be seen by more people.

As we said above, it’s not only important to know your audience but to know the digital tools they are using to search for products, services, and information. Google is by far the most commonly used tool for those purposes and it’s vital that you understand how its keyword system works to ensure a high Quality Score and effective pay-per-click campaigns. The more relevant you are with your keywords and ad copy, the more you will be rewarded by Google.

Cobalt Digital Marketing: Make It “Snow” This Holiday Season with PPC Ads

Search engine marketing and specifically – Google’s pay-per-click advertising system – is one of the most effective tools any company has in promoting its products and services digitally. Good SEM strategies depend on keyword strategies as the “engine” that narrows down your audience gets your ad to the right people at the right time. 

The Cobalt Formulaᵀᴹ is a complete approach to digital marketing that gets the most out of your keyword campaigns and helps you get more results while maximizing your ad spend.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Slam Dunk March Madness Marketing

Posted on Sunday, March 20th, 2016 at 4:33 am    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row _builder_version=”3.25″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.0.74″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]Friday afternoon across the United States there was a resounding chorus of “Ugggg! There goes my bracket!”. The social media channels lit up with posts, tweets, snaps and memes! Even my 9 year old lamented “There goes my Lambourghini!”. How could the numbers have been wrong? How did 15th seed Middle Tennessee Blue Raiders defeat #2 seed Michigan State in the NCAA Men’s basketball tournament? It’s March Madness at it’s finest!

For weeks leading up to “The Big Dance”, fans are consumed with analysis of players and teams. There are endless discussions of statistics, game theory and bracketology. Everyone has a theory on how to use the numbers to predict the outcomes. The odds, the overs, the unders, the spread, the best bets, the dark horses, the Cinderella stories…. and in the end 9.2 BILLION DOLLARS will be wagered.

All of this number frenzy is in pursuit of the perfect bracket to win money, prizes and bragging rights. This year, Warren Buffet upped the anti in his company pool to give the winner one million dollars a year for life! The Car Lister Bracket Challenge is offering a new Lamborghini. DraftKings, Yahoo, CBS, ESPN are each offering cash prizes and, of course, everyone wants to dominate the office pool. Truth be told, however, the odds of picking a perfect bracket are 1 in 9,223,372,036,854,775,808.

[bctt tweet=”The odds of picking a perfect #MarchMadness bracket are 1 in 9,223,372,036,854,775,808.”]

Upsets like the one on Friday are not uncommon. My family will never forget the 2012 game when 15 seed Lehigh University beat #2 seed Duke University. The big upset was even immortalized in a YouTube video. In 2006, 11th seed George Mason won game after game and shockingly made it to the Final Four! How could these upsets happen? It’s totally inconsistent with what the numbers predicted. The numbers!?!

Perhaps, THIS is the fun of watching March Madness each year? The games are fast and exciting. These basketball teams are comprised of players who are playing the biggest game of their lives or, in many cases, the last game of their basketball career. They play with heart and give 150%. Here we encounter the most important number and the reason why the other numbers aren’t consistent predictors of the outcomes.

This got me thinking about numbers and outcomes. The effectiveness with which numbers CAN predict outcomes in digital marketing is what makes THIS GAME so exciting. In business, however, WE are the teams and consumers pick us. The good news is that we can easily define the selection criteria based on data and then use specifically targeted and placed content to seal the deal.

So let me simplify it in basketball terms. It just takes a little bracketology. Here’s what I would put in my Final Four winning marketing madness data bracket. Measure these and use the data to predict the winning game outcome.

shoot & score

Yes, it is all about conversion, isn’t it? Be the team everyone wants to pick. Consumers in the end will go for the team that will do the most for them. Use your data to outline your company’s Customer MVP. Once you know who your MVPs are you can identify how to best fill their needs, overcome hesitations and be where they are to get them to engage and convert. Slam dunk!
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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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