Posted in All Posts, Digital Marketing, Outsourcing, PPC

Use PPC Remarketing to increase your online sales

Google rolled out Remarketing in early 2010, as a feature that tries to reach users who have clicked on an ad or browsed a website but did not convert into customers. Remarketing can be considered as a second attempt (or third, and fourth) of advertisers to try and convince customers who abandoned a call to action after showing interest in their product/service.

Basically, here is a simplistic portrayal of remarketing:

Remarketing in PPC
Remarketing in PPC

I visit website A >> I fill up a form >> I change my mind and do not click submit. >> I close window of website A.

(Background – Website A tracks me and my search behaviour via cookies)

I continue with my browsing >> I am on website B >> I see ads of website A’s products on Website B. (>> I feel stalked!!) >> I open website C >> I see ads of website A’s products on Website C. ((>> I am definitely being stalked!! HELLLLP!!!)

Wondering how remarketing is done?

It’s really as simple as adding a small piece of code to all the webpages on your website. This piece of code is called the Remarketing Tag. Then, whenever a visitor lands on your website, you add their cookies to different remarketing lists based on their search behaviour and start showing them ads relevant to their searches.

What? Remarketing sounds like stalking!!

It is, and isn’t! There is a lot more you could do with your remarketing lists. You could write separate ad copies or create a separate AdWords campaign to be shown only to people on your remarketing list, say, for example, offering discounts on the products they were searching for earlier. There is a good chance that the users would land up on your website again and convert into customers!

Overdoing Remarketing – No stalking please!

Remarketing will actually feel like stalking if you bombard the user with your ads at every site that he/she visits. Would you want that to happen to you? No, of course no one would. So, it’s a sensible idea to make use of caps on frequency to contain the number of times your ads are shown to a user. We do not want him to get irritated and remember our brand in a bad way, right?

Remarketing for converted customers

It makes sense to keep the converted customers out of your remarketing campaigns, doesn’t it? Wrong. In fact, based on the type of industry your ecommerce site is in, you can play with “related products” advertising in a way that could help you in upselling with converted customers. For example, if I buy a sofa set for my living room, and I see ads of centre tables via remarketing, I might go back to the site to check out some more furniture.

A disclaimer here, though! Ensure that you are not persisting too much! Never annoy your customers. See the point above this one.

About bidding higher

Once you have identified which customers previously showed interest in your products or services, you can bid higher for those people’s subsequent searches and ensure that they see your ads.

Remarketing, Retargeting… isn’t it all the same?

Basically, retargeting is to target customers who previously visited your site, by displaying ads about the searched products on the other websites that they are browsing. So, one can safely categorise retargeting under the broader perspective of remarketing.

Remarketing also includes Email Remarketing, which is done to target users who have abandoned a form or not completed the purchase of their shopping cart items. Both the terms can be used interchangeably. However, remarketing can result in upselling, related product selling, etc.

So how does one do Remarketing?

There are some tools, other than the Google AdWords account that can be used for retargeting, such as Retargeter, AdRoll, Fetchback, Chango, etc. Companies like Springmetrics are also being used by e-commerce sites to execute retargeting strategies.

My Digital Marketing Team offers quality wholesale PPC services which include remarketing and retargeting, to agencies and resellers at highly competitive prices and affordable rates. To find out how our wholesale PPC services can help your clients’ business grow by multiple folds, contact us here.

Posted in All Posts, Content, Copywriting, Digital Marketing, Outsourcing, Social Media

Content Unlimited and the Dreaded Writers’ Block

If you are a content writer and have been writing for years, then I am sure you would have encountered the dreaded writers’ block. Churning articles for the print media or the online media is not easy. Especially when you are just starting out on a career in content, you are expected to write several scores of articles on various topics, and it is very easy to arrive at a complete shutdown of ideas.

Writers Block
Writers Block

As an author also, you could risk stumbling at crucial parts of your story, and just cannot seem to move any further in a way desired by your satisfaction. What do you do?

Let us understand what writers’ block is first.

Writers thrive on creativity. Creativity basically means to come up with new ideas and new ways to represent a story or an article. Creativity also implies saying something mundane in an innovative way, just like it happens in advertising.

When something like this happens, it is really alarming and upsetting, especially when you have deadlines to stick to.

What does one do, as a content writer, to combat such a writers’ block?

Whether we are writing for the web or for the book, we have to keep our creative juices flowing. When it comes to the web, content writers of today have to take care of so many things. It’s not enough to dish out a ‘good’ article with the use of high class vocabulary. Content writing for the Millennials is all about keywords, density, search engine optimization, packing the punch, marketing for the machine, digital, info graphics et al.

Here are a few tips for you to help you ease yourself out of that infamous writers’ block effortlessly:

  • The moment you realize you have a block, S.T.O.P. Leave everything, no matter how tight the deadline. Just stop, and take a deep breath. Get up and go out for a short walk. Just get away from work.
  • If you are into meditation, try visualizing during your meditation sessions.
  • If you aren’t the meditating kind, understand that you need to calm the crows inside your mind to concentrate on the stuck piece of written work. So, try counting numbers backward until there are no thoughts in your head. Slowly, get back to where you got stuck.
  • Deconstruct the constructed. Supposing you were writing content for a website, and the block struck. Deconstruct what you have written till now.
  • On a white board, list down the important areas to cover, mark the topics already addressed.
  • Try writing exercises – for example, choose a random page out of a random book, and start a new story with a random line in the page. Do it for the sake of helping the creative juices flow.
  • Relax… it is very important to have all your faculties working at the topmost order. So, when faced with a block, de-stress, relax, go for a pampering session. Whatever you do, relax.
  • If you are still unable to move ahead, you can try leaving that portion of the story and deal with another part of it – the subsequent outcome might bring about an idea you were looking for at the previous milestone.
  • When short of ideas for articles, or if you have written so much that you don’t really know what to write on anymore, the best way to go ahead is to see trending topics and add on your own to them. Trending topics are always changing. For example, even as I am writing this, the current trending topic on Twitter is LCD TVs. How? Why? One never knows. Just capitalize on it. Your next post could be a well-researched topic on the LCD technology. Or one on the marketing strategy of the biggest LCD brand.

Overcoming the writers’ block is not as tough as it looks. Try these tips the next time you encounter one, and let us know if they worked for you.

And if you have your own little trick that pulls you out of the block, do share with us in the comments section below.

Also, if none of these tips work, contact us to see how we can help you fulfill your content needs.

Posted in All Posts, Digital Marketing, Outsourcing

Should your company outsource digital marketing services?

The outsourcing industry has seen quite a sweeping change in the last decade and a half. Changing technologies, rapid updates in the online sphere, economic instability across the globe and cost arbitrage are the primary drivers of the outsourcing industry.

Although getting digital marketing services outsourced is more of a strategic and a tactical decision for most organisations, dynamically changing scenarios in the digital space also contribute to this decision. Most digital marketing agencies like these have a trained talent pool that keeps itself up-to-date with the latest technological changes happening in the industry and are better equipped to handle these changes as and when they happen.

Outsource digital marketing services
Should you outsource digital marketing services

Here are some of the key drivers that can help you decide if your company should opt for outsourcing digital marketing services:

Does digital marketing fit into your organisational strategy?

Many companies such as those in the manufacturing sector, or the aerospace industry do not see digital marketing as a core competency in terms of organisational strategy. So, it is more beneficial to them to have the digital and online marketing services outsourced to agencies, rather than allocating dedicated resources to this function. Of course, privacy, data integrity, and confidentiality concerns also are taken into consideration.

Do you have the right resources?

In case of digital marketing functions, the requirement of resources varies greatly and unless a company is a very large MNC, it is not viable for them to invest hugely in digital marketing resources. In many cases, the marketing team carries out the function in a limited way.

A fully fledged digital marketing team includes specialists such as web developers, SEO strategists, SEO experts, content specialists, UI designers, graphic designers, creative head, analytics experts etc. Hence, small and medium enterprises usually opt for outsourcing of digital marketing services when they want to introduce the entire gamut of services such as SEO, PPC, SMM, etc.

Does your technology support the function?

The digital marketing function requires the support of integrated technology along with cutting edge infrastructure and higher specifications than normal. For example, a designer needs access to a higher capacity processor which can run heavy programmes such as Adobe Photoshop, Illustrator and InDesign. This might be feasible for a company that has enough design needs to justify the RoI on these softwares.

Let the Operations part be handled by the pros

While it is a good idea to ideate and create concepts for advertising or campaigns, you are more likely to think about the big picture and let the rest be taken care of by the agencies. Strategy and insight is the input that goes from you to the agency that you have outsourced your digital marketing services and operations to. That way, you can take care of the core operations of your own company.

Avoiding hindrance in the path of growth

When you have the path for your company set and established, and know the plan of action, you might want the expert agencies to take over some or all parts of a digital marketing strategy and operations. Hence the need to outsource digital marketing services becomes an organisational decision.

Cost Arbitrage

Most companies outsource because it is worthwhile to invest in; outsourcing became the norm because it was profitable in many ways to give a part of the business process to an agency that would handle it from end to end, rather than investing in it.

360 degree coverage

When you hire a digital marketing agency for your social media needs, you can rest assured that there will be a 360 degree coverage of your brand across all possible channels, or most effective channels, and the kind of leverage that you can get from the focused industry knowledge of these agencies has great benefits. For example, agencies know which concepts and Hash tags are trending and can connect your brand to the current trends, thus leveraging the popularity of current in-the-news hash tags.

Leveraging network

Digital Marketing agencies are usually in touch with a lot of media people as well as have good connections across the industry. A company on its own may not be able to spread as much word about its services at the right places, as an agency.

If you would like to see a professional and qualitative approach towards your digital marketing plan for 2014, do contact us to know how we can make your brand name a buzz word in the digital sphere.