Google Has Added New Video Ad Options; Here’s What That Means to You

Google Has Added New Video Ad Options; Here’s What That Means to You

Posted on Friday, August 21st, 2020 at 4:12 pm    

The ongoing COVID-19 pandemic has certainly ramped up the way we consume media, as all the principle streaming platforms like YouTube, Netflix, and Hulu have seen an increase in viewers over the past several months. Despite these uncertain times, the good news is that it has opened a new door for digital marketing agencies to take advantage of, where the benefits cascade down to the businesses they serve.

These platforms have certainly taken notice of increased viewership, and it will more than likely impact future ad spending as viewers become more accustomed to streaming video services. The uptick in viewership on streaming platforms away from their traditional counterparts has definitely made Google take notice, which in turn has made digital marketers follow suit.

Identifying Opportunities

“The disruption of TV upfronts and suspension of live sports are encouraging advertisers to shift to the more flexible and on-demand ad strategies that connected TV offers,” the company said in a blog. “As a consequence, we’ve heard from many advertisers that they are accelerating their move to video streaming advertising.”

In order to take advantage of the shift, Google recently announced new video ad options that will capitalize on the shift of streaming services. Their goal is to help advertisers find the best deals when it comes to their marketing strategies, which is why they have added a committed TV section in its ad Marketplace ”specifically for publishers and inventory that let you reach TV audiences across devices.”

Advertisers and marketing agencies will be able to use the listings to find ideal partners in order to increase their campaign reach when using streaming providers.

Google has also made it easy to access information on any publisher. They have done an outstanding job of giving you the analytics to convey how well these streaming services perform, audience reach, and inventory, and you can even use the platform to send requests for proposals from the publishers you’d like to work with.

But Wait, There’s More!

To complement this service, Google is also adding new ‘ready-to-buy’ choices, which makes it convenient for businesses to run streaming ad campaigns.

“For marketers who want to skip the negotiation process, we’ve worked closely with exchange partners such as Google Ad Manager, FreeWheel, and SpotX to bundle inventory from top publishers, along with broadcast and cable networks, into ready-to-execute deals,” Google said.

These deals, known as auction packages, are available to all Display & Video 360 users in Marketplace, Google added. Packages will be available by genre, popularity, seasonality, formats, or audiences.

“For example, you can easily add available themed packages from publishers, such as ‘Hulu – Parents’, or from exchanges, like Telaria’s ‘Cord Cutters’ bundle,” Google said. 

YouTube Select streaming lineup will be available in Display & Video 360, according to the tech giant.

What This Means for Your Business

With more people engaged on streaming platforms, Google is wisely betting that this will be the future moving forward, even after we have returned to pre-COVID living conditions.

The company sees a new frontier of content marketing with TV ad possibilities where you can target your audience. It will allow businesses and their brands to be more strategic with marketing campaigns that deliver a better performance as a result, targetting specific potential customers to increase your overall conversion rate.

Need help putting your company’s ad campaign on Google’s Display & Video 360? Cobalt Digital Marketing has a successful track record, getting results with our proven Cobalt Formulaᵀᴹ.

 

[maxbutton id=”2″ text=”Contact Us Today” ]

 


Part 2: Unlock the Potential of Google My Business During COVID-19

Posted on Tuesday, April 21st, 2020 at 3:52 pm    

[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=”3.0.47″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.26.6″ z_index_tablet=”500″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]

COVID-19 is bringing changes to all of our lives, so it’s no surprise that it has also changed the landscape of the way many companies tackle their digital marketing strategy. In truth, those that don’t act proactively with their content marketing strategy during this time are not seeing the big picture.

Despite the harm this virus has done, now is an optimal time to pick ourselves up and handle routine maintenance, search engine optimization (SEO), and content strategy. Now is the time to have discussions about keeping up with the current business climate and pouncing on revenue-generating opportunities once–and even slightly before–life returns to normal. 

If there is one thing businesses should be doing to get a leg up on their competition, it’s to proactively transform their Google My Business (GMB) and SEO into something that informs their customers about the appropriate coronavirus safety protocols, business procedures, and hours of operation you will practice during the pandemic, and your catalysts here at Cobalt Digital Marketing want to share some more of that helpful information with you so that you have one less thing to worry about at this time.

The Importance of GMB

 To understand the importance of GMB, you need to think of it as more important to customer acquisition and your bottom line than your own website. GMB has become such a force multiplier in 2020 that you can’t really justify sitting idle on the sidelines — even during a pandemic. Your business will benefit from a manager who is engaged and understands how powerful a search tool Google has become. 

 The tech behemoth has modified it’s search engine so that consumers see their results first, meaning that potential customers may never see your website. The key to harnessing this technology is to recognize the assets available to you so that you can get your foot in GMB’s algorithm door and then bust it wide open. Getting your content in front of as many people as possible is vital to customer acquisition. 

 Below we will explain how to use digital marketing to ensure continued traffic will come to your website during the current pandemic. Ideally, you should consider consulting with a reputable digital marketing agency on your content marketing strategy. Their expertise can help your business survive the COVID-19 pandemic. 

 Game-Changing GMB

 To explain GMB strategy, first we will examine the ways in which Google has changed the way they operate their search engine results page (SERPs). Approximately eight years ago they altered their SERPs to ensure that users will interact with their paid content before ever reaching your website. The de-prioritizing of organic search results for paid ads is known in the industry as “No Click Searches.” 

 Never heard of No Click Searches? Well, you’ve probably seen them. No Click Searches occur when people search for information on Google, but they obtain that data without ever having to visit a website. 

 Google knows that they can only be so cunning when it comes to prioritizing ads over organic search results without clueing in users who might lose trust in the results. Instead, they’ve focused on getting potential customers to remain on the results page until they have to click on an ad. 

For example, you may have checked to see your local weather forecast only to see a No Click Search of Google already giving you the prediction in a text box. Because of this, the chances of you clicking on a website–be it AccuWeather, Weather Channel, or your local news station–is greatly reduced; they’ve already given you the information that you were looking for. If you pay close attention, you’ll likely notice more No Click Searches in your own life, and they’ll probably only become more common over time.

 No Click Searches are affecting local businesses more and more every day. Knowing how you can counter Google’s efforts will help your business not only stay afloat but remain relevant while Google ramps up their growth of No Click Searches. 

 The Data Behind No Click Searches 

 The truth is that No Click Searches equate to 47% of all search queries today. Google is so focused on offering users as much tangible information within their search results as possible that when a user inputs something that the search engine can’t answer immediately, Google has dramatically improved the chances that the user will click on a paid ad. It’s a win-win for Google, and it’s a meticulous and crafty way to add to their bottom line, while local businesses get phased out from attracting potential customers. 

 Companies who used to get residual traffic from search engines previously had to only worry about paid ads that appeared above the organic search results. Now, not only do you have to worry about paid ads, but No Click Searches as well. The data is staggering.

 Key leader and expert in SEO practices, Rand Fishkin, recently stated that, upon examination of all Google search queries, he found that the organic click through rate (CTR) was at 53 percent. Paid CTR accounted for 4 percent of clicks and No Click Searches accounted for the rest, at 47 percent. This means there were 15 organic clicks for every paid click, down from 20 only a year ago. For every 10 organic clicks there were 8.8 searches that resulted in no clicks at all. 

 This effect is even worse on mobile devices which will likely influence a large portion of your customer base. Due to the relatively small screen size of phones when compared to their desktop counterparts, No Click Searches account for a majority of all searches. Smaller screens help Google because ads take up a larger portion of the available screen on mobile phones, meaning fewer organic options appear at all. Google’s efforts to keep users from digging for organic results is also aided by ads that result in No Click Searches. 

 Organic results may not even be seen by potential customers until the bottom of the third screen. This goes to show the efforts Google has gone to to enhance their paid ads with No Click Searches.

 As a business owner, this can be frustrating because all the effort that you put into building your website and optimizing it so that it will rank at the top, or very close to it, could now mean very little. If you’re starting to wonder why your site has seen a decline in search engine traffic, it could be because of these changes.

 The biggest takeaway from this information is that the money that you’re putting behind your website and SEO aren’t bringing the bang for their buck like they used to, and many other digital marketing agencies may refuse to tell you that truth. Their livelihoods depend on you not knowing this information. Not with us, however. We believe that you and your company will be better off understanding the full dynamics of GMB in order to take full advantage of it.

 The Pinnacle of Google My Business 

 While Google My Business has been prominent for quite some time, Google has become more robust in their actions. Google has cultivated traffic results to their benefit, and they aren’t going out of their way to send someone to your website unless you pay for that with advertising. 

 The silver lining, however, is that customers are not only willing to speak to local businesses, they need to. The only drawback is that Google has built their search engine platform by having people connect with local businesses on their own terms. It’s frustrating, but the fact that GMB brings in more customers than your website means that it’s better to be involved than to be dismissive of Google’s methods.

 The fact remains that many people use Google in order to find answers regarding local businesses. Reviews are just as significant as recommendations and, when used correctly, GMB can be an excellent way to acquire customers.  

An effective GMB will result in new customers, the retention of existing clients, and a strong bottom line, all things that are vital to a business’ success. Now is the ideal time to post about what your business is offering: are you open during COVID-19, offering curbside pickup, discounts, delivery, telemedical services — anything that you are doing to service your customer right now should be addressed.  

Cobalt Digital Marketing Helps Businesses Connect with Consumers

 One of the best ways to harness GMB is to link up with a marketing agency that can devise an execution plan so that you can turn GMB into a tool for customer acquisition. Keeping GMB services updated during COVID-19 is essential for keeping your business in operation during this uncertain time.

Aligning your business with a reputable digital marketing agency to tackle your GMB strategy can help you and your business reach all of your goals. That is why Cobalt Digital Marketing is offering advice on GMB, SEO, and content marketing. We have the wherewithal to show you how to keep your business going while your competitors lose out on customer engagement and retention because of the lack of a plan of action during the pandemic.

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ z_index_tablet=”500″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]

Cobalt Digital Marketing Can Help Your Business Weather the Pandemic By Maintaining Your Communication With Your Customers

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Connect With Cobalt Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


Protect Your Business Operations From the Coronavirus With These Recommendations From Google

Posted on Tuesday, March 17th, 2020 at 9:11 pm    

[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”]

As we are continuing to monitor the current state of the coronavirus (COVID-19) on a day-to-day basis, the McAllen digital marketers of Cobalt Digital Marketing are coming up with the proper solutions within our Cobalt Formulaᵀᴹ in order to protect our clients’ needs throughout this worldwide pandemic.

Rightfully so, many businesses across Texas and the United States are taking the necessary precautions and sanitary protocols in order to prevent the spread of the illness. This includes everything from lowering the hours of operation, sanitizing their environment every so often, and minimizing certain services.

Additionally, Google sent out an email to Google My Business users in regards to what protocols business owners should take during this time period within their listings. With this being said, we would like to take this opportunity to highlight the steps Google is recommending for fellow business owners to take in order to ensure their customers are aware of any changes made because of COVID-19.

Update Your Business Operation Information

With so many families and individuals relying on the internet and other forms of media to be kept up to date with any COVID-19 updates, Google has sent out an email to business owners urging them to update any necessary information in regards to the coronavirus affecting their operations.

In order to give out the most accurate information to its customers during this pandemic, the following listings should be updated via Google My Business:

  • Hours of Operation: If your business is minimizing its hours of operation or customer capacity, it is crucial to update this information online so your customers can be aware of the changes.
  • Business Descriptions: Updating your business descriptions will help notify your customers if there are any changes in operations and/or delays due to COVID-19.
  • Phone Number: This is only if there is a change in the phone number. If this information is already in place, no further action is required.
  • Coronavirus-Related Posts: It is recommended to create posts notifying your customers about any changes made to your business that are going into effect as well as any protocols and/or extra services provided in order to help prevent the spread of the coronavirus.

In addition, the World Health Organization (WHO) and Google have teamed up to launch its “Do The Five” coronavirus prevention campaign in order to inform its users of the essential steps we all need to take to prevent the spread of the disease:

  • Wash your hands frequently.
  • Maintain at least 3 feet from anyone sneezing or coughing, a.k.a. social distancing.
  • Avoid touching your face, including the nose, eyes, and mouth.
  • Cough into your elbow, if needed.
  • Stay at home if you feel sick, and seek medical attention early on, if needed. 

Cobalt Digital Marketing: Always Looking Out for Your Health and Your Business

At Cobalt Digital Marketing, part of our award-winning Cobalt Formulaᵀᴹ is to stay on top of all of the recent changes made in digital marketing, regardless if made by Google updates or shifting global events. Your health and safety is our priority, and we want to ensure that communication between you and your customers remains intact during these scary times.

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ custom_padding=”||0px|||”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off” custom_padding=”0px|||||”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


The Shocking Importance of Click-Through-Rate: Everything You Need to Know (And Tantalizing Tips to Improve It)

Posted on Saturday, February 15th, 2020 at 4:26 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″][et_pb_row custom_padding_last_edited=”on|desktop” _builder_version=”3.26.6″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”||0px||false|false” custom_padding_tablet=”||30px||false|false”][et_pb_column type=”4_4″ _builder_version=”3.25″ custom_padding=”|||” custom_padding__hover=”|||”][et_pb_text _builder_version=”3.26.6″ z_index_tablet=”500″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]

Organic click-through-rate, or organic CTR, refers to the percentage of search engine users who click on a specific link during a search query. CTR is one of the main ways of measuring your digital marketing efforts on search engine result pages, emails, web ads, and other forms of content. Like any other form of data analytics, it isn’t enough just to understand the CTR percentage for a given link, page, ad, or website – you then have to utilize that information to make meaningful strategy adjustments that will help to get users to engage with your content or visit your website. At Cobalt Digital Marketing, our proprietary Cobalt Formula helps you dive deep into your data analytics to ensure that your search engine marketing is getting the results and conversions you need to acquire new customers and drive higher revenue. Click-through-rate is a key SEO metric and by understanding how CTR works, you can make strategic adjustments that have an immediate impact on your digital marketing efforts and bottom line.  

What does the research say about CTR?

Because click-through rate is such an important metric, digital marketers spend a lot of time tracking changes to search engine algorithms to understand how they will affect CTR and rankings on search engine results pages (SERPs). Generally speaking, the higher you rank in a search engine query, the more people will click on your link and the higher your CTR will be, which will help you move even higher up in the rankings. Research conducted by Backlinko used massive amounts of search engine query data to understand, by the numbers, how CTR is affected by SEO techniques, tactics, and strategies. The study provides invaluable data about CTR and what it means for digital marketers in 2020:

  • The top result of Google’s organic search has an average 31.7% CTR and is 10X more likely to be clicked on than a link that ranks 10th. What this means is that if your company is investing in SEO, then you should aim for the top spot or don’t aim at all. Of course, that’s not always possible because your competitors are also investing in SEO, but no company stays at the top spot forever and they can be replaced by you if you have the right strategy (for help with this, consider using our Cobalt Formula for digital marketing).
  • The organic click-through-rates for spots 7 through 10 on a search page are relatively equal. In other words, it’s crowded at the bottom so always try to stay on top. Moving up one spot in search rankings can boost your CTR by 30.8%, but this also depends on your position. Moving from the #3 spot to the #2 spot is a major boost, but moving from #10 to #9 not so much, simply because few people scroll down farther than the #3 search result (in fact, the top three results get 75% of all clicks).
  • There are many small SEO techniques that can help boost your search engine rankings and CTR and help drive new business. Simply by framing a title tag as a question, for example, you can increase CTR by up to 14.1%. The number of characters in your title tag can also make a big difference. Titles with 15 to 40 characters have an 8.6% higher CTR than those with more (or less) characters. It’s also important to use keywords and even emotional language (“Get Awe-Inspiring Results”) that grabs peoples’ attention and will get more of them to click. In fact, CTR climbs by 45% when a keyword is included in the URL because it shows people that you have exactly what they need. This is what SEO is all about.
  • On the other hand, implementing a ‘power word’ (Amazing, Ultimate, Powerful), into the title tag can often negatively impact CTR and decrease it by 13.9%. It is important to have an SEO strategy that uses best practices in all areas of digital marketing, including copywriting. Our agency is fully integrated to provide the full-stack of marketing techniques, from copywriting to web design, to make sure you have the best possible digital marketing strategy.
  • When it comes to the more-specific SEO tactics, meta descriptions on the page can also make link clicks rise by up to 5.8%. While meta descriptions are not always used by Google, these short “previews” of text and content provide SEO optimized copy in the event that Google does use it. Otherwise, Google just pulls text from the link and it may or may not be SEO optimized or have the right keywords. Wherever you can, focus on copywriting that gets to the point and shows search engine users that your company has exactly what they need – if they just click on the link.

How an Increased CTR can benefit you.

An increase in organic click-through-rate should be an immediate priority for any business and serves two functions:

  1. The more clicks a link gets, the more traffic a site generates. A click-through-rate that increases from 10 to 20 percent generates double the amount of site traffic. Again, CTR is one of the most important (and also one of the easiest) ways to improve your digital marketing efforts.
  2. Click-through-rate can have a cyclical effect, as users are much more likely to click on your link the higher up you are in the results. The higher you are, the more clicks you get, which helps you keep moving up higher. It’s all about keeping up with search engine algorithms and making adjustments to your SEO tactics on an ongoing basis. If you are committed to increasing your CTR and search engine ranking, it will show up in the results. 

In order to grab the attention of your target audience, your links need to be SEO optimized, have the right keywords, with the right tags and descriptions, the right character length, and even the right creative finesse (this is where copywriters play an invaluable role). In other words, there is a proven methodology for increasing CTR, it just takes a little time and effort to implement it.

How can Cobalt Digital Marketing deliver?

Our McAllen digital marketing agency has the essential strategies needed to improve your organic click-through-rate. Our SEO specialists, content creators, and PPC team know exactly which methods will draw the most attention to your links.  We also offer help personalizing websites that fit your brand and promote the strengths of your business. If you wish to maximize the effectiveness of your advertisement, organic click-through-rates are the way to go. Let us help you build a unique website and attention-getting link that will raise your site traffic, ultimately bringing in new clients to your business.

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ z_index_tablet=”500″ text_text_shadow_horizontal_length_tablet=”0px” text_text_shadow_vertical_length_tablet=”0px” text_text_shadow_blur_strength_tablet=”1px” link_text_shadow_horizontal_length_tablet=”0px” link_text_shadow_vertical_length_tablet=”0px” link_text_shadow_blur_strength_tablet=”1px” ul_text_shadow_horizontal_length_tablet=”0px” ul_text_shadow_vertical_length_tablet=”0px” ul_text_shadow_blur_strength_tablet=”1px” ol_text_shadow_horizontal_length_tablet=”0px” ol_text_shadow_vertical_length_tablet=”0px” ol_text_shadow_blur_strength_tablet=”1px” quote_text_shadow_horizontal_length_tablet=”0px” quote_text_shadow_vertical_length_tablet=”0px” quote_text_shadow_blur_strength_tablet=”1px” header_text_shadow_horizontal_length_tablet=”0px” header_text_shadow_vertical_length_tablet=”0px” header_text_shadow_blur_strength_tablet=”1px” header_2_text_shadow_horizontal_length_tablet=”0px” header_2_text_shadow_vertical_length_tablet=”0px” header_2_text_shadow_blur_strength_tablet=”1px” header_3_text_shadow_horizontal_length_tablet=”0px” header_3_text_shadow_vertical_length_tablet=”0px” header_3_text_shadow_blur_strength_tablet=”1px” header_4_text_shadow_horizontal_length_tablet=”0px” header_4_text_shadow_vertical_length_tablet=”0px” header_4_text_shadow_blur_strength_tablet=”1px” header_5_text_shadow_horizontal_length_tablet=”0px” header_5_text_shadow_vertical_length_tablet=”0px” header_5_text_shadow_blur_strength_tablet=”1px” header_6_text_shadow_horizontal_length_tablet=”0px” header_6_text_shadow_vertical_length_tablet=”0px” header_6_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


The Future is Now in Digital Marketing: Social Media & Content Trends for 2020

Posted on Wednesday, February 5th, 2020 at 12:57 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”||0px|||”][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=”3.26.6″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]

Digital marketing is an ever-changing set of guidelines, best practices, and strategies for reaching your customers — and potential customers — through their preferred channels. If your digital marketing approach is not evolving in 2020 along with the latest technology, then you will quickly be overtaken by competitors who know how to adapt to the digital “rules of the game.”

Our Cobalt team likes to think of ourselves as digital chemists, producing and fine-tuning the right mix of chemical reactions to get the results you need at that moment, whether leads, reads, clicks, or likes — this is what we call The Cobalt Formula™.

One of the most important areas of digital marketing to pay attention to is when Google changes its search engine algorithm and other products. Last month, we wrote about how an update to Google Ads now gives users specific insight into recent changes in their digital performance, such as the most likely reasons for impressions, clicks, and cost changes. This allows users to focus more on executing campaigns and reflects the growing importance of having usable data and intelligence that makes it easier and quicker to adapt your digital strategy, in real-time.

But Google is just one piece of the larger digital puzzle and all the other tech giants — from Instagram to WhatsApp and TikTok — are forging new social media and content trends for 2020 and beyond. 

Here are a few of the big changes to keep on your radar.

Changing the Way Content is Ranked

Instagram is testing the idea of making “likes” private rather than public. The company has said that this would be a “fundamental change” to their product and that’s why it’s only being tested for now. The purpose of this change would be to shift the emphasis on how content is ranked and measured; rather than amassing thousands or millions of likes, the focus would be on content quality and relevance.

Although it’s a small change, it points to bigger changes in the evolution of social media. People simply have too many social media channels and connections to follow regularly, and companies like Instagram need to make sure their daily feed is delivering the most relevant content from the user’s network. A funny video may have millions of likes, but there may be another piece of content that is more relevant to that user, at that moment, even though it has fewer likes.

The important takeaway here is that social media content has to become more relevant and easier to consume. It is a privilege to have access to someone’s social media feed, and more brands will be focusing on the quality of content over going viral or amassing likes from people who may not be their core audience.

Using Social Media for True Digital Commerce

One of the knocks against social media sites like Twitter has been its inability to translate content into commerce. But this is changing as content creators are becoming more conscious of how their content can be used to get people shopping right from their social media feed. 

The old days of stock photos are giving way to branded photos and videos where actors are wearing the products they are trying to sell. Facebook and other sites are making it easier to pin these products with links to an online store. In other words, users can see it, click on a link, and buy it within a few moments of seeing the product.

Besides the direct sales benefits of this change, it also makes it easier for marketers to sell their social media strategies and budgets to C-level executives, who may be wary about spending money on something without a clear return on investment. 

Social media is now part of the fabric of how we share all our activities — personal, social, and commercial — and if you aren’t thinking about how to monetize your social media posts, then you are going to miss out on significant revenue in 2020.

The Rise of Video Content in the 2020s

Just as the text-based chat rooms and discussion forums of the early Internet gave way to photo-driven social media, we are now seeing a rapid transition from text/photos to video, even on sites such as LinkedIn. By 2022, online videos will make up more than 82% of all consumer Internet traffic — an astounding 15 times higher than in 2017.

This is being driven by the growth of smartphone cameras, video-based apps such as Snapchat and TikTok, and the application of next-gen technologies such as augmented and virtual reality (AR/VR). 

But it’s also about being more personal and authentic on social media. In a world where people are Skyping into work and video conferencing with family and friends, nobody wants to sit down and read a long string of posts on Facebook anymore. Both B2C and B2B brands are using video to be more personal and intimate with their content, and integrating more video from their fans and customers (UGC or user-generated content).

It’s no longer just about having a social media content plan with a certain number of posts a month, it’s about having a real conversation and being more spontaneous with different kinds of content. That might even mean fewer posts but better quality with each post.

The Evolution of Messaging Apps as Social Media

Finally, messaging apps are not only growing in popularity, but they are becoming social media channels in their own right. This was pioneered by China’s WeChat and Tencent which combined text messaging with in-app services such as bill payment and virtually anything else. The dominant messaging apps in the U.S. such as WhatsApp and Facebook Messenger are evolving in a similar way.

The “dark social” dilemma — where users share links or others engage in other activity privately in a messaging app — is going away and brands will have to approach messaging apps as true social media channels, where they can track and measure results, and even provide customer service.

Twenty-twenty is the start of a new decade, and social media is no longer the “younger brother” of digital marketing. In a way, social media is now synonymous with digital marketing and the very idea of “content” is evolving in new and unexpected ways.

Is your brand prepared to adapt to the changing technology and get the most effective results from your digital marketing strategies? Let Cobalt Digital Marketing help you craft a social media and content strategy that delivers results and helps turn clicks into leads, sales, and revenue.

Don’t let 2020 pass you by with minimal revenue growth and less-than-mediocre search engine results.

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


Google Ads Update Now Gives You An Insight On Recent Performance Changes

Posted on Monday, December 16th, 2019 at 1:09 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”||0px|||”][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”]

During the first week of December, Google Ads rolled-out a new beta feature that will allow users to see what changes are being made performance-wise within your Google Ads campaign(s). This new beta-feature, referred to as “Explanations,” was developed with the overall objective to save users time by getting straight to the point with precise performance change analytics and diagnosis – all in a single location. 

The McAllen digital marketers and SEO experts of Cobalt Digital Marketing are here to break down everything you need to know about this new Google Ads beta feature.

What to Know About “Explanations”

Explanations is meant to be the go-to solution within Google Ads to see what is currently affecting your campaign(s) and ad groups. 

According to Google, “You can view the most likely reasons for impression, click, and cost changes with the click of a button. This makes it easy for you to spend more time focusing on optimization, and less time investigating performance issues.”

As this feature is still currently being developed, there are a few things to take into account when using it:

  • It is only currently available for manual CPC and/or eCPC Search campaigns.
  • You are able to compare (2) two different time periods of equal length from the last 90 days.
  • It will only show those campaigns that have seen a significant change within Performance.

Key Factors and Areas “Explanations” Focuses On

  • Bid Changes: Will be able to show how many times your ad has been shown, where it was seen, and how any modifications made have affected your ad.
  • Bid Modifier Changes: Will focus on the changes that affect the performance on the campaign in terms of device bid modifiers, location bid modifiers, demographic bid modifiers, and audience bid modifiers.
  • Budget Changes: Will be able to tell you how any changes to your budgeting plan may have impacted the ad’s ongoing traffic. 
  • Budget Allocation: Will be able to tell you how spreading your budget through different entities may have affected your current performance.
  • Budget Exhaustion Rate: Will show you how changing your average cost-per-click (CPC) will affect your overall budget at the current rate it’s at.
  • Eligibility: Highlights how certain factors came into play within your ad’s traffic eligibility. 
  • Change History: How any recent changes or modifications affected the performance of your account overall.
  • Targeting Changes: How any changes or modifications in terms of location targeting, keywords targeting, keyword status, and adding/removing an audience will affect your performance.
  • Auction Competitions and Search Interest: How any changes or modifications made within search volume on search partners or opt-in/opt-out of search partners will affect your overall performance.

How to Access Explanations 

Accessing this feature within your Google Ads account is pretty straight-forward. After you have signed-in to your account:

  • Go to the navigation menu on the left and select Search Campaigns.
  • From the page menu, select either Campaigns or Ad Groups.
  • From the top-right corner of your screen, select the down arrow alongside the date range.
  • Select on the toggle next to the Compare option to turn on a second date range.
  • Choose the exact dates you want to compare within the top range.
  • Select Previous Period under Compare.
  • Hit the apply button to view the results side-by-side within your performance chart.
  • You will be able to detect a “%” change applied below the numbers in your performance metrics columns. You will see either a +X% or a  -X% symbol. Major changes will be able to be identified as they are marked within a blue highlight. 
  • In order to see the exact specifics within your performance change, select More Details.

While Google still works on fully developing this exciting feature over the next couple of months, the McAllen SEO experts of Cobalt Digital Marketing are able to utilize tools like these and ultimately take your business to the next level with our award-winning Cobalt Formula

How the Cobalt Formula Can Elevate Your Sales

At Cobalt Digital Marketing, our team of McAllen digital marketers, (or “catalysts” as we call them) are fully engaged with the idea of building brands from the ground up. 

With this idea in mind, our Catalyst will be able to develop the right Cobalt Formula for you, which will lead to expanding your online audience engagement. The Cobalt Formula can be tailored to best suit your business’ overall goals and aspirations. 

And with the right data analytics tools and resources, such as Explorations, we are able to provide the most effective results. The longer you hesitate on reaching your online audience, the more sales you are potentially losing. So why wait?

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


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    

[et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”||0px|||”][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”]

 

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.

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ custom_padding=”||0px|||” locked=”off”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off” custom_padding=”0px|||||”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


Surprise! Google Algorithm Updates Are Shaking Things Up.

Posted on Wednesday, November 20th, 2019 at 12:48 pm    

[et_pb_section fb_built=”1″ _builder_version=”3.22″ custom_padding=”||0px|||”][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”]

Whenever Google rolls out with a core update to its search algorithm, it’s usually a big deal for businesses, institutions, and digital marketers alike. As per usual, however, mum’s the word regarding a recent update to their search algorithm or how it might ultimately affect search engine optimization (SEO).

Usually, that’s for us catalysts to find out.

Our McAllen digital marketers at Cobalt Digital Marketing have put their heads together, using expert Google skills, a little elbow grease, and some good, old fashioned SEO know-how to find any insight on this sudden update. Staying on top of the SEO game is so important to your ranking on Google’s search engine results page (SERP) to prevent catastrophic consequences to your web presence and, ultimately, your business’ bottom line.

Unofficially Dubbed the “Turkey” Update

For the better part of the last month, what started as a few whispers of an “unconfirmed November update” within dark corners of SEO forums eventually turned into a tweetstorm of discussion within the SEO community.

Many marketers, web developers, and business owners noticed unusual shifts when their traffic numbers took a drastic drop in ranking and expressed their concerns. Within these observations, this update only seemed to affect smaller U.S. based websites, and the ones that took a significant hit revolved around the food, travel, health, and lifestyle blogs respectively.

As for Google themselves, it took them a few days to officially put out a statement via Twitter thread. While they did not specify what changes were made to their algorithm, they simply stated that these kinds of “routine” updates happen on a regular basis–which of course they do–and that if there is no major announcement prior, website owners should not have to prepare for anything in terms of adjustments.

Google’s Recommendations For SEO 

As mentioned, any update Google makes is a big deal, especially if it’s in distributed as a curveball.

Since three out of four Google users do not go past the first results page when looking for a specific topic or service, local businesses and institutions heavily depend on digital marketers and SEO experts to place their website on the first search engine results page (SERP).

With that said, Google has previously panned out a number of suggestions for SEO specialists and website owners if their pages were affected at any given point due to an update:

1. Original, Accurate, and Relevant Content Is Key – One of the main things Google has emphasized to its users is to ultimately focus more on creating the most relevant, accurate, and original content that best pertains to what the user is looking for, rather than just focusing on keywords.

While keywords are important, however, your webpage should also focus on precision and consistency with the information being distributed. Users expect to find credible content when they search, so ultimately running a trustworthy and reliable page would, over time, benefits your business, raising you to the top of the SERP as more people visit your website and trusts you as an authority in your particular niche.

2. Optimize, Optimize, Optimize – As mobile technology grows in popularity, it is absolutely necessary for digital marketing to adapt. This means keeping page load times short (often by compressing images), optimizing your site to be mobile-friendly (able to be viewed and formatted for smartphone or tablet users), and giving your content that sleek visual while addressing the walls of text.

3. Compare With the Competition – While nobody likes to think about what their competitors are doing, analyzing the successes and failures can give you crucial insight necessary to implement a digital marketing strategy that can work, giving you a better edge in building revenue for your business.

The Cobalt Formulaᵀᴹ Means Adaptability in a Volatile Environment

Our McAllen digital marketers of Cobalt Digital Marketing are always one step ahead of the game as we are always constantly watching out for curveballs that might be thrown at the SEO community.

Our dedicated catalysts strive to build lasting brands from the ground up, designed to ultimately increase your online audience engagement and sales through our successfully proven and award-winning Cobalt Formulaᵀᴹ.

Our catalysts are renowned for their attention to SEO updates. So much so that our Cobalt Lab helps other digital marketing companies create content that complies with these SEO updates so that they retain happy clients.

Not only can we create a custom-made formula based on what your goals are for your company or business, but our new service, Cobalt Alpha, can easily help business owners, freelancers, or other creatives build a sleek, professional website all on their own with all the tools you need in a manner of seconds.

 

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ custom_padding=”||0px|||” locked=”off”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off” custom_padding=”0px|||||”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


The Cobalt Digital Marketing Formula 2.0: Bigger, Better, Bountiful

Posted on Monday, October 21st, 2019 at 2:52 pm    

[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=”3.26.6″ background_size=”initial” background_position=”top_left” background_repeat=”repeat”]Is your passion to run a successful business? Does the marketing process confuse and overwhelm you? Would you rather automate that whole process so you can focus on what truly matters within your business while increasing that revenue stream?

Good news, you can! Gone are the days of expensive traditional marketing costs that might help you break even on your return of investment. Now, through the power of the Internet, you have access to millions of potential customers at a price that dwarfs what traditional marketing charges.

After reviewing our successes we’ve brought to our clients over the years, we sat down one Monday morning and wondered how we could make it better. As a result of our efforts, we’ve updated our Cobalt Formulaᵀᴹ down in the Cobalt Digital Marketing laboratory to take full advantage of current digital marketing strategies while maximizing your earning potential in the online space through many new and different avenues. Let’s check them out below.

1. Social Media

Let’s get down to brass tacks. Social media platforms are a popular way to connect with both family and friends, but it is absolutely crucial for business owners to realize the potential social media has on how you can market yourself and/or your products and services.

The beauty of social media from a business perspective is that it opens up sales opportunities to a worldwide audience, something that advertising through a local TV ad agency can’t do. The world is—quite literally—at your window by utilizing this effective method of advertising that can increase your business revenue exponentially.

Let’s analyze the facts. According to the Pew Research Center, 72 percent of adults in the United States use at least one social media site, whether it is Facebook, YouTube, Instagram, or Twitter. As per the U.S. Census Bureau, the U.S. population falls around 329,638,702 individuals at the time of writing this blog. Put two and two together and you get a social media platform that enables you to reach millions of potential customers.

That is if you know how to optimize social media to do so. Luckily, your friendly catalysts at Cobalt Digital Marketing make a living off of doing just that, giving you the opportunity to make large returns on your investment.

2. Content Marketing

Blogging isn’t only about documenting your feelings anymore, so you don’t have to dust off the ol’ LiveJournal to rake in all of that internet revenue. In fact, blogging is just one area of practice within content marketing that digital marketers like us have perfected.

What is content marketing? At its base, content marketing is an inexpensive strategy that builds relationships between businesses and consumers through engaging storytelling. In detail, content marketing embraces long-term marketing strategies that focus on the development of strong relationships with consumers through high-quality content that is designed to attract them to your website, establish you as an authority figure in your particular niche, and, ultimately, entice them to purchase your product and/or service.

In actuality, content marketing isn’t only employable through written word like blogs. Content could mean any medium in which you distribute high value, relevant information. For example, you could create video content that shows how a certain popular dish is prepared at your restaurant with alluring visuals and a solid call to action that prompts viewers to stop by there and eat.

Regarding content marketing’s success, don’t just take our word for it. Demand Metric conducted a study that found:

  • Content marketing generally costs 62 percent less than outbound marketing and generates around three times as many leads as traditional marketing.
  • On average, a company increases its lead acquisition by 67 percent per month through company blogs produced.
  • Around 60 percent of consumers actually enjoy reading relevant blog content from the brands they do business with.
  • Most importantly, about 90 percent of consumers found that content produced by brands useful.

3. Web Design/Creation

According to Stanford Guidelines for Web Credibility, approximately 75 percent of consumers who visit business websites claim that they will judge its credibility based on the design of their website. If anything is certain in digital marketing, it is that first impressions mean everything, and simply using default templates on your website won’t cut it.

Web design encompasses the overall planning, creation, and maintenance of a website. It may seem like a simple process, but that couldn’t be any further from the truth.

Like content marketing, web design includes a bevy of different skills and disciplines that web designers use to make websites pop, such as:

  1. Web Graphic Design
  2. Interface Design
  3. Authoring (i.e. Publishing Content Tools)
  4. UX Design (i.e. User Experience Design)
  5. Search Engine Optimization (SEO)

The most visually appealing website may intrigue a visitor, but it won’t make them stay. In fact, designing a website that is poor in legibility (e.g. spelling errors, poor choice of font style and color) and is lacking in usability (e.g. hard to navigate, broken links, etc.) is one of the primary reasons why visitors leave websites.

Improving the aesthetic of the website by streamlining the user interface (UI) with the visitor in mind is what keeps them coming back. In an online marketing space where looks matter, poor web design is essentially wing clipping your business from soaring to more profitable skies.

4. SEO/SEM

The best content, website design, and social media campaign will do little for your business and conversion rate if you aren’t adhering to the rules that search engines enforce. All websites must follow numerous rules, which, in some cases, number up to the hundreds—looking at you, Google.

The thing is, search engines keep their ranking algorithms a secret, so digital marketers must analyze industry data, ranking fluctuations, and analytics in order to determine how our websites are “graded” and subsequently ranked in the search engine results page (SERP).

Search engine optimization (SEO), a big part of search engine marketing (SEM), is the digital marketing process where digital marketers implement these rules onto their websites in order to lead-free traffic from the SERP to your website.

To illustrate this process, let’s assume that a user is searching for gourmet coffee online, and you own a gourmet coffee retail business. In order to rank up and place on the SERP, you have to make sure that your website is optimized for/with:

  • Mobile Usage
  • Page Load Speed
  • The Value Visitors Get From Your Content
  • User Experience
  • Time Spent on Your Website

If your online gourmet coffee business is significantly lacking in any of these areas—or the over 200 (and possibly over 10,000) other SEO ranking factors that Google enforces—these visitors looking for your product may not see your website as it won’t be designed in a way that Google deems acceptable to place on the first results page. If it is really bad, Google won’t even index your website, meaning that Google won’t pull it up at all. In all, this could lead to lost business.

5. Local Search Marketing

If you’ve got a brick-and-mortar establishment, local search marketing is definitely something that you want to take advantage of. Why? Because—according to SEO Tribunal—88 percent of consumers that did a local search on a mobile device called or visited the store within a 24 hour period.

In fact, the report states that 97 percent of people learn more about your business online compared to any other place.

These statistics signify that implementing local search marketing into their digital marketing strategy is a recipe for success, driving more foot traffic into your business and increasing revenue. A lot of the clients that we service—including us—are local to the Rio Grande Valley

To effectively accomplish this for our clients, we have improved on this aspect of our Cobalt Formulaᵀᴹ to optimize your business information with accurate local information so that search engines will have no trouble placing them within the right searches.

6. PPC

Also known as pay-per-click, PPC uses ads that entice users to visit your website by clicking on the ad, and in the process, a small fee is charged each time someone clicks on it. Think of it as buying traffic to your website instead of earning it organically through sound SEO practices.

When we say ads, we don’t mean your standard pop-up. By bidding on these ads, you are getting a front row seat on the first SERP, placing a sponsored link when someone searches for your particular keywords related to your business. This could be a blessing to a business looking to make a profit, as according to WordStream, the top three paid ad spots on Google’s SERP get 41 percent of clicks on the page.

In fact, PPC is so successful that, according to research, 50 percent of users that click on a paid ad are more likely to make a purchase than a user who arrived at your website through an organic link. If that visit led to a sale, it would well cover any fee paid to the ad and still provide ample amounts of profit to your business, granting a solid return on your investment.

7. Data Analysis

Data analysis is the majority of what we do. Every day, we must read the stats provided by Google Analytics to help us make better, well-informed decisions that can steer a struggling digital marketing strategy into a more profitable pathway. It requires a trained eye and some good ol’ fashioned digital marketing terminology know-how.

Yet, doing this part of our Cobalt Formulaᵀᴹ isn’t as much hassle as you would think. Intuitive designs and easy-to-use interfaces within Google Analytics gives us more insight into what aspects of your website are doing well and which ones need improvement.

This is what makes digital marketing so much more effective than traditional marketing. We get results in real-time, giving us the reaction time necessary to stymie any detriment to our strategy and devise one that nets your business more revenue. By doing this, we waste little time, money, and resources, which means the savings get passed back to you.

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ custom_padding=”||0px|||” locked=”off”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off” custom_padding=”0px|||||”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]


Google is Brewing Up New Changes for Their Ad Platform

Posted on Tuesday, May 28th, 2019 at 7:03 pm    

[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”]

Image Source : Google

The Google Marketing Live conference was held earlier this May and some great news came out of the event for all those advertising and digital marketing fanatics out there. Google Ads is set to make massive updates to their algorithm that will lead to some meaningful changes in how digital marketing is done.

What does this mean for business owners? An improved and streamlined digital marketing process can help you net big returns on your marketing investments. With an estimated 2.8 billion users on Facebook, 330 million Tweeters, 77.6 million Instagramers, and almost 5 billion videos seen on YouTube every single day, lacking a digital marketing plan means you’re missing out on that sweet, sweet revenue.

At Cobalt Digital Marketing, we excel at setting up effective digital marketing campaigns for all of our clients through Google Ads and Marketing as part of our Cobalt Formulaᵀᴹ. All this tantalizing news coming from the Google Marketing Live conference has got us eager to perfect your digital marketing strategy so that you can reap all of the rewards from these soon-to-be changes.   

Google Ads Changes and Updates for the Near Future

Perhaps one of the biggest announcements regarding Google products this year is the fact that digital marketers can now run one single campaign through multiple channels. Google has really put a lot of effort into enhancing existing products while creating new, innovating campaigns such as:

  • App Campaigns – Implemented in 2015, this system can help advertisers generate more app installations and drive in-app conversions as well. Now, App Campaigns can run through YouTube as well as Search, Google Display Network (GDN), Google Play and AdMob.
  • Smart Campaigns – Smart Campaigns was designed to be used by local businesses through Google My Business when it was launched back in 2018. It was optimized to reach the proper audience through behavioral, device, location and other signals. It can help you through ad creation images, location addresses, and other facets. Smart Campaigns helps small businesses that don’t really have the time or resources to run their own digital campaigns by essentially generating it for them.
  • Discovery Campaigns – A fresh approach, this new service will allow advertisers to showcase their products to customers through a swipeable image carousel. It can run through YouTube, Gmail Promotions tab, and Google Discovery, which launched a little over a year ago.
  • Local Campaigns – This campaign launched last year in an effort to drive foot traffic into local brick and mortar establishments. Now, Google is building upon it, adding support systems designed to help local businesses achieve their goals. It will also generate product information and any special offers the local business may be running. Like some of the other campaigns, it will run across Search, YouTube, Maps, and the GDN.

Other notable channels that will be up for optimization include:

  • Showcase Shopping Ads – These multiple image shopping ads were originally executed through Search, but now, they will cross over to Google Images, Discover, and YouTube.
  • Smart Shopping and Standard Shopping Campaigns – Shopping ads that run across Google Search, GDN, YouTube, and Gmail. Standard only runs Standard product listing ad formats through Google Images but when combined with Smart Shopping, your campaign can be set to appear in Google Discover and YouTube as well.
  • Google Shopping Actions – These retail ads allow users to buy products via Google’s universal checkout through the Shopping Actions program. They were already visible on Google Assistant and Search, but with the expected changes, these ads should be making their way to Images and YouTube, too.

But wait. There’s more.

Gallery Ads

Gallery Ads is looking to take the visual world by storm. This Google service will allow digital marketers to create ads that can catch the attention of a consumer faster. Essentially, Gallery Ads combines images and information to the consumer for an easier, more creative experience.

Its design — a swipeable carousel just like Discovery Ads — may seem a little familiar as inspiration was taken by Facebook and Instagram. These interactive ads will sit on top of the search engine results page (SERP) showcasing compelling imagery with a headline and the URL. It will allow you to pull up a minimum of four to a maximum of eight images and up to 70 characters for each tagline.

Reaching the Right Audience

Google will now be merging its custom affinity and intent features into one service that will be simply known as ‘custom audiences.’

To clarify, a custom affinity audience targets groups that have specific and shared interests in a product. A custom intent audience, on the other hand, will only target a group with a commercial interest for a product. Now, these two will turn into one and will do so through search data.

A new audience expansion tool that will help you reach other potential consumers that are within the same realm and have the same interest as your current custom audience. This new tool can help you grow your potential consumers base, allowing them to be able to see your ads.

Smart Bidding is Seeing Some Improvements

Machine learning is becoming a fundamental tool in the scope of digital marketing. It is essentially the study of algorithms and statistical models that an operating system uses to perform a task without being given explicit instructions; machine learning instead relies on patterns and inferences. The way Google will utilize this is through its advertising properties, more specifically, smart bidding.

Smart Bidding, or auction time bidding, is how Google Ads optimizes your bids for conversions or conversion value through the use of machine learning. It does so through:

  1. Campaign-level conversion goals – This generally helps if your business is focusing on one conversion goal, like increasing sales on your website. With this improvement, you can optimize all of your bids throughout your campaign for that goal.
  2. Conversion action sets: This improvement optimizes your bids throughout multiple campaigns, enabling a digital marketer to create a set of conversion actions that they want to achieve.
  3. Seasonality adjustments: This improvement drastically increases conversion temporarily, working wonders for marketers that are advertising an upcoming sale. Google Ads can optimize these bids for the duration of the sale and then revert back to normal once it has concluded.

Google Ads on the Go? Yes, Please!

As digital marketing pushes heavily towards smartphone optimization, Google Ads app will allow you to finally create and edit search ads all in an improved design.

A new recommendations feature will allow the user to add new or negative keywords, pause keywords that are not performing properly, and opt into all Smart Bidding strategies. The app will also send you notifications when there are new opportunities to improve performance across all of your accounts.

All these new changes and updates for Google Ads are set to launch within the near future and your team of experienced McAllen digital marketers at Cobalt Digital Marketing are excited to utilize these new tools into our successfully proven formula to boost your business and your brand.

Google Ads and Cobalt Digital Marketing go hand-in-hand when it comes to achieving positive results that earn your business money.

While our Cobalt Formulaᵀᴹ revolves around combining our knowledge and experience in all aspects of digital marketing to create the most unparalleled strategies for your company/brand, Google products like Google Ads helps us do it in a more efficient manner, setting up ad campaigns that increase your revenue stream.

If you are ready to invest in your business’ future by taking the plunge into digital marketing, no one does it better than Cobalt Digital Marketing. Our catalysts are eagerly waiting to create the perfect ad campaign that aligns with our award-winning Cobalt Formulaᵀᴹ to net your business real results.

 

[/et_pb_text][et_pb_text _builder_version=”3.26.6″ custom_padding=”||0px|||” locked=”off”]

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

[/et_pb_text][et_pb_button button_url=”/contact-us” button_text=”Contact Cobalt Digital Marketing Now” button_alignment=”center” _builder_version=”3.26.6″ custom_button=”on” button_text_color=”#ffffff” button_bg_color=”#101a35″ button_border_color=”#101a35″ z_index_tablet=”500″ button_text_shadow_horizontal_length_tablet=”0px” button_text_shadow_vertical_length_tablet=”0px” button_text_shadow_blur_strength_tablet=”1px” box_shadow_horizontal_tablet=”0px” box_shadow_vertical_tablet=”0px” box_shadow_blur_tablet=”40px” box_shadow_spread_tablet=”0px” locked=”off” custom_padding=”0px|||||”][/et_pb_button][/et_pb_column][/et_pb_row][/et_pb_section]