Tag Archives: SEM agency

Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Aug 28

Expand the reach of your business with the latest and most effective digital marketing tactics.

Over the past year, Facebook and Google both announced major changes to advertisements on social media feeds, search pages, and websites. These days, digital marketing trends are leaning more towards personalized promotions featuring content and media, transforming digital marketing as we know it.

Even though keywords and audience targeting remain at the core of many search and social ads, businesses and sellers can now make use of new visual marketing tactics to stand out from the competition.

Online marketing agencies already use insights gathered from analytics and artificial intelligence or machine learning to precisely target ads and deliver personalized promotions. Most experts recommend combining these new strategies with conventional search engine optimization (SEO) methods such as site optimization and offsite links.

For example, an innovative marketing plan for digital platforms might unite a paid search campaign with pay-per-view Facebook video advertising or cross-platform social ads. No matter the method, marketing agencies and clients must account for the ever-changing ways customers access information, communicate, and shop.

Here, we’ve laid out five digital marketing tactics that brands and businesses can pursue with a full-service agency.

HawkSEM blog: 5 Cutting-Edge Digital Marketing Tactics

Gallery carousels at the top of search result pages often draw more clicks than text-based ads. (Image via Unsplash)

1. Explore visual product presentations

E-commerce merchants and vendors have plenty of options for showing off inventory. The newest Google advertisement styles include Discovery, Gallery, and Shopping Showcase ads. Each of these varies in terms of display location and potential reach.

Businesses can invite prospective customers to swipe through Discovery image carousels in YouTube feeds or under the promotions tab in Gmail — gallery carousels at the top of search result pages often draw more clicks than text-based ads. And businesses that use Google Product Shopping listings can develop Showcase ads that present a selection of similar items.

A Premier Google and Bing ads partner can identify ways to maximize visibility to likely customers within a digital advertising budget. In general, marketing tactics that display pictures or videos of individual products or selected items from an inventory tend to drive up clicks and sales.

2. Zoom in on customers

Search engines and social platforms select ads to serve based on private, secure user data. On Facebook, for instance, ads may show based on recent life events that a user reports, or updates related to demographics or geography that could increase the likelihood of a successful conversion.

Whether the primary goal of a marketing campaign involves attracting new customers, touching base with repeat customers, or increasing transaction amounts, a digital marketing strategy shouldn’t stop at the homepage of an online store.

Encouraging site visitors to sign in and build profiles based on page views or order data can be useful for making personalized recommendations across the web.

3. Engage across channels

No matter where your ideal customer spends time online, content tailored to a particular social media service can increase audience engagement — no surprise there. But it can be a challenge to manage a brand image across multiple platforms.

The right digital agency can work with clients to deliver dynamic ads and branded content through Facebook Ad Manager, Instagram Ads, LinkedIn, and more.

4. Explore video ads

Video marketing has become one of the most effective ways to reach customers and achieve brand recognition. But those that want to use video ads as part of a digital marketing strategy should be aware of the possibilities and limitations of various platforms, from Google and YouTube to Facebook and other social networks.

YouTube bumper ads are timed at six seconds and air before video content. These ads are particularly popular and effective for clients with limited video ad production budgets.

Depending on available editing resources, a client may want to consider using the new bumper machine that generates these brief ads from videos shorter than 90 seconds and has a few simple editing features.

Pay-per-view is available to video advertisers on Facebook. These placements resemble pay-per-click search advertisements in the sense that advertisers don’t pay for views of sponsored results or other search ads that don’t get clicked. A fee is only charged when a viewer watches more than 10 seconds of a video promotion.

This digital marketing tactic encourages brands to craft content that prospective customers consider more compelling, engaging and interactive.

5. Secure conversions and leads

Businesses and web-based brands may drive up site traffic and increase visitor engagement and interaction by eliminating potential sources of friction from the conversion process.

Customers should be able to access an easy-to-use e-commerce interface and proceed through seamless, secure payment processing and effortless lead generation. As time goes on, a digital advertising agency can deliver demographic and geographical insights to inform remarketing initiatives.

A full-service online marketing agency may be able to offer support when it comes to processing payments. From SaaS support for omnichannel payments to more secure methods for handling recurring or tokenized transactions and customer contact data, agencies can help brands develop easily identifiable and user-friendly checkout interfaces and order updates for recent purchases.

Approaching payment processing as a marketing tactic lets brands and businesses obtain all of the data necessary to cultivate a consistent customer base. Securely obtain contact information and other useful details for personalized promotions while gleaning insights from accurate demographic, location and search reporting.

It’s now possible to grow a customer base through behavioral, demographic or geographical promotions and recommendations. An effective digital marketing strategy should also make brands or businesses more accessible, responsive, and trustworthy. Increase the number and quality of conversions, leads and win rates today with the best online marketing agency.

 

At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

hawksem - utm parameters

How UTM Parameters Benefit Marketing Campaigns

Adding UTM parameters to your URLs makes tracking easier, which makes analyzing data and improving your digital marketing campaigns easier as well....

Read More
HawkSEM: branded vs. non-branded keywords

Branded vs. Non-Branded Keywords in Digital Marketing

We're breaking down the difference between branded and non-branded keywords, and how you can use them both to boost your digital marketing program....

Read More
hawksem: e-commerce ad platforms

Choosing the Right E-Commerce Ad Platforms: 6 Tips

Between Amazon, search engines, social media and more, here's how to determine which e-commerce ad platforms are right for your brand....

Read More
Facebook
Twitter
LinkedIn
Written by Sam Yadegar on Jul 12

These tips will help you select the digital marketing agency that best fits your needs.

Paid search is an ever-changing field. For marketing professionals whose time is already at a premium, finding the time to stay up-to-date with the latest techniques and nuances can be challenging.

If you’re new to the SEM field, you may feel under-experienced to be running campaigns. Hiring a PPC agency may be the best way to boost ROI and free up your time for other channels.

Agencies often prioritize learning. They understand that to remain effective, the teams that work for them must stay on top of the latest trends and techniques. Account representatives are experts in their field, and they typically have access to systems that help them increase effectiveness for clients.

In the same way that no single marketing strategy fits all companies, there is no one-size-fits-all solution for PPC management. These tips will help you choose the right PPC agency for your business.

1. Have a list of goals and objectives

Before you begin your paid agency search, make sure you know what you want to achieve, whether it’s building brand awareness, fueling your pipeline, launching a new product or service, increasing conversions, or improving online revenue.

The more specific you can be about your objectives, the better chance you have of partnering with an agency successfully. Goals are crucial for ensuring strategies developed and the tactics used are in line with your business needs.

2. Identify which services you need

Perhaps you want to run paid search ads or add content to boost your SEO ranking. When making the list of agencies to contact, make sure they have experience with the services you need.

You may want to screen out any that only focus on one area, such as SEO. A PPC company that integrates paid search with other online marketing services can work with you to a higher degree and help you understand customer behavior across various digital channels. Over time this can improve campaign results and increase ROI.

Services that paid search agencies typically offer, include the following:

· Paid Search (SEM, PPC)
· Content Marketing
· Conversion Rate Optimization
· SEO
· Social Media Advertising/Paid Social
· Shopping Feeds
· Display Advertising
· Remarketing/Retargeting

3. Have a budget in mind

You may have an estimate of what you can spend for a PPC company, whether it’s a percentage of your overall marketing budget or based on what you’ve spent in the past. When searching for an agency to work with, ask for their opinion: Is the amount adequate to obtain your objectives? Is PPC the best way to go, or should the funds be spent on a different channel?

The way they answer these questions demonstrates whether they can explain it in a way you understand and can believe in. If they don’t think you’re budgeting enough, does their reasoning make sense? Ask if they recommend an alternate channel where the spend may be more effective.

4. Determine the fee structure

When it comes to pricing, the terms should meet your budgetary requirements. There are several options to consider, such as:

· Flat monthly fee
· Percentage of the advertising spend
· Hybrid approach

There are pros and cons to each. But what deliverables are included in the services you’re signing up for? Are there any hidden fees? Will you need to hire additional resources to get the job done? Discussing such questions with the agencies you interview can help you decide which will work best for your business.

5. Find out whether they are a culture fit

Finding the right culture fit is essential for the success of your relationship with an agency. This is because not only will they work with you or your in-house team on some aspects of the campaigns, but a shared perspective enables effective collaboration.

Even if it looks good on paper, if you don’t share similar values, the teams may not mesh and work well together, which can affect productivity. You want a firm that is motivated and passionate about what they do and takes pride in the quality of work they provide.

How to Choose the Right PPC Agency: 12 Steps to Selecting a New PPC Agency

Before retaining an agency, you should discuss what your expectations are in terms of communication. (Image via Unsplash)

6. Get to know their communication style

Before retaining an agency, you should discuss what your expectations are in terms of communication. Is receiving a weekly email with updates enough, or do you prefer a phone call? Do you want specific information in the reports? The firm should also make their preferences regarding communication clear. Do they recommend regularly scheduled meetings and updates? Is the whole team involved, or just the account manager?

You should also discuss what the agency needs from you and their expectations. Will they be partnering with you to strategize and execute, or simply providing recommendations for your team to carry out? When both sides communicate clearly, the partnership can proceed more smoothly.

7. Understand their experience and expertise

When discussing the possibility of retaining an SEM agency, find out who will liaise with you regularly and learn more about who will be working directly on your account. The agency you hire must be able to navigate today’s complex landscape and have the chops to make your PPC campaigns successful.

· Account strategists help you reach your goals by directing the account and setting the overall strategy.
· Tracking experts and analytics specialists set up campaigns, track analytics, and analyze the results.
· Conversion rate optimization specialists continuously test landing pages for improved ad performance.
· Graphic designers ensure your ads and landing pages look great and attract – and convert – the right traffic.

Not every agency will have dedicated teams with all of these positions. Some have senior managers who own several of these roles, while others may use junior talent and freelancers. It’s important to understand the level of expertise you are getting and whether it is commensurate with the fee.

8. Ensure you own your data

It’s possible that, over time, you may decide to find a new agency or build an in-house team to work alongside or in place of your agency. Prepare for that in advance by ensuring that the Google Ads accounts, landing pages, and creative assets, are all yours.

When you work with an agency, not only should you receive experienced PPC management, but your creative assets should build. Make sure the account is set up using your e-mail account and that you have full access to any paid ad accounts, but grant the agency full access so they can create and manage campaigns as needed.

Having historical data is crucial to optimizing your campaigns. If the Google Ads information isn’t yours, you’ll have to start over again, which wastes valuable resources. When the partnership with the firm ends, you should be able to take everything with you.

9. Determine your key performance indicators

List which performance indicators are most important to the success of your campaigns. This can help you measure results and how they help you attain your goals.

Some of the most common KPIs include:

· Cost per Acquisition
· Return on Investment
· Conversion Rates
· Sales Closing Ratio
· Customer Lifetime Value

10. Look for transparency

Reporting results can be subject to interpretation. The paid search agency you hire should be willing to share the complete, unaltered information related to your KPIs.

In addition, the reports they design should match your internal metrics so that you can get a consistent view of performance. The data they contain should be detailed and up-to-date, not days or weeks old.

11. Ask about certification

One factor to consider when choosing an agency is whether they’re Google Ad certified or a Google Premier Partner. This accreditation is earned by individuals that attend training and demonstrate proficiency in a broad range of Google Ads features.

Some team members may specialize in areas that can benefit your campaign, particularly if you serve a small, specific niche.

12. Request flexible contracts

Look for firms that offer flexibility in contract lengths. Consider whether they are willing to accept short-term contracts. When professional agencies that offer this option, it usually means they’re confident in their ability to provide the best services for your business. Before you sign, read the out clause and understand what your options are if you want to leave the agency.

The great thing about digital marketing is that it can be done from anywhere. You can choose the best agency for you, regardless of location. This opens your campaigns to a new realm of possibilities that you may not have had the opportunity for previously.

When deciding on an agency, look for the best service, cost, and team that fits your needs — not simply who’s the closest by. With video calls and messaging services, location really shouldn’t matter.

Pay-per-click advertising campaigns can deliver targeted, highly qualified traffic when developed correctly. At HawkSEM, we provide a customized approach based on your particular needs. Our passion for results and drive to meet goals ensure we do right by you, generating a higher ROI. Contact us today to learn how we can help dramatically improve your digital marketing results.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

Questions or comments? Join the conversation here!

Related Posts

hawksem - utm parameters

How UTM Parameters Benefit Marketing Campaigns

Adding UTM parameters to your URLs makes tracking easier, which makes analyzing data and improving your digital marketing campaigns easier as well....

Read More
HawkSEM: branded vs. non-branded keywords

Branded vs. Non-Branded Keywords in Digital Marketing

We're breaking down the difference between branded and non-branded keywords, and how you can use them both to boost your digital marketing program....

Read More
hawksem: e-commerce ad platforms

Choosing the Right E-Commerce Ad Platforms: 6 Tips

Between Amazon, search engines, social media and more, here's how to determine which e-commerce ad platforms are right for your brand....

Read More