Search engine optimization and quality website design are key components of every good digital marketing strategy. However, sometimes you need more to get the results your company requires. Paid media, such as ads purchased on Google, Facebook, Bing or Amazon, can be a major boost to digital marketing campaigns as well. It isn’t always the right decision to add paid media to your strategy. Paid ads can boost your company, but it’s easy to overspend if you’re not careful. They are a more expensive route than traditional SEO and organic digital marketing. Here are some occasions when adding paid media to your digital marketing portfolio makes the most sense.
When You Don’t Have Much Time
If you need sales quickly for a venture to be successful, then paid media is likely your best bet. SEO pays off in the long haul, but PPC spending is what can get you in front of your potential customers’ eyes the fastest. If you craft your paid ads well enough and spend the appropriate money, your ads can be at the top of SERPs in only a day. If your business requires sales and brand awareness as soon as possible, paid media is not only a good investment but possibly a necessary one.
When the ROI for Paid Media Is Significant
Sometimes doing the research pays off in a big (and literal) way. If you’re thinking about using paid media to elevate your brand, then checking out how much it costs for your industry’s important keywords is essential. It’s also a good idea to check and see what typical conversion rates for ads in your industry are so you can find out how much each conversion may cost you in advertising spend. The reality is that paid media online can get quite expensive, so its usefulness to you often depends on what the typical return on your investment is going to be.
When Competition is Firmly Entrenched
Sometimes, you are entering a saturated market, or there is a very large and powerful competitor whose web presence takes up a lot of space. Trying to compete organically with SEO in these cases is especially difficult and takes even longer than usual. If you find yourself in these situations, you should still pursue an organic digital marketing strategy, but supporting it with paid media from the beginning can allow you to compete while you gain a foothold online. Paid media, when utilized property, can give smaller or lesser-known businesses a chance to get in front of potential customers’ eyes even when a large competitor has a stranglehold on the market.
Paid media can’t be the only pillar of your digital marketing campaign, but it can be an excellent investment for you company in the right situations. It’s important to consider your situation in its entirety before you determine what your complete digital marketing plan should look like and if you should use paid media as part of it. If you need help to determine if it’s the right course of action for you, reach out to Mountain Media and discuss it with our experts.
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A customer of our’s asked the following question and I thought it would be a good topic for a blog post.
Question: “Is this featured product function for the customer or is this for the google bot?” He was asking if it is important to use the “related products feature” that is seen on many ecommerce sites.
Related products have a positive effect on both customers and google. For customers it can help them find what they are looking for and also can lead to an upsell of an accessory. For Google it is great way to build internal links. Product pages often suffer from only having 1 link to them. One of Google’s ranking factors is how many links does an internal page have? Google see a page that has 10, 50 or 100 links to it as more important then pages that have just one link. Product pages often only have only one link from the product list view. If the product is in more than one category it will have a link from each category. Google does look at the total number of internal links as a ranking factor and a plus for Domain Authority.
That being said Google penalize a site when you do stupid stuff, so a good rule of thumb is to ask yourself “is it good for my customer?” Ultimately thats what Google rewards, sites that people like and are user friendly.
A typical strategy I like to use on big ecommerce catalogs is to add eight related products to every product in the system. From a customer’s standpoint, if they are buying a ski helmet they may also need goggles’ facemask, gloves, whiskey, a flask, etc. If you can’t find something that is directly related then the next item in the category can work (offering a slightly different option). One way to get it done is to take the first eight products in a category and make them each related to each other. This would assure that each of those pages has eight internal links. Then move on to the next group of eight products and do the same.
At the end of the process almost every product page should have about eight or more internal backlinks. Mixing it up a bit is a good idea. Do not go overboard, alway try and put the user/customer first.