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Articles

24
Sep

Choosing the Right Google Ad Format for You

AdWords campaign types

Google AdWords has a learning curve so steep it’s almost vertical. This is fine for us seasoned search marketers who’ve been working with AdWords for the best part of a decade, but for newbies the sheer volume of jargon, buttons and settings is often overwhelming. Even a simple objective such as ‘I want more customers at my garage’¬†becomes hazy and distant through the fog of endless options. Google knows this and has introduced AdWords Express as a shortcut for onboarding newbies, which is all fine and good if you only want basic search text ads, but new advertisers are still missing out on some potentially incredible ad formats for their business.

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17
Sep

The Importance of Data Literacy in Digital Marketing

data magnifier

Being data literate is arguably the most important fundamental skill for a digital marketing professional. Data literacy is a separate discipline from raw mathematical proficiency; being good at math is one thing but being fluent in data is another. This probably sounds confusing because they both sound like the same thing so let’s hope I can make the differences more distinctive in this article.

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16
Sep

What is Social Proof and how can you use it effectively

Word Cloud Testimonials

Word Cloud Testimonials

Social proof is a psychological phenomenon where people look to the behaviors and actions of others to guide, either their own actions, or if there is a level of trust in a given situation. Online this social proof can be best exampled when taking eBay as a use case.

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10
Sep

Deciphering AdWords Quality Scores

Quality-Score-Factors

Imagine you’re a high street store owner, bar owner, hotel owner or whatever you prefer. Your store is in an expensive city and is just off of the busy high street in one of the side alleys. People can catch a glimpse of your store as they walk past, but their attention is mainly focused upon the stores on the main road. You would like to move your store to the high street, but that would mean an extortionate increase in rent just to move a few meters from where you’re located now.

One day, you find out that your main competitor is now renting a prime high street location and taking a large share of your business as many potential customers don’t even realise you exist. You also find out that the competitor is paying far less rent for his highly visible spot than you are for your hidden alley; you’re paying $600 p/m and he’s paying $70. Naturally, you are furious.

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08
Sep

The Perfect Three-Step Customer Funnel

sales-funnel_new1[1]

Every website has a purpose, and the more defined that purpose is, the higher the conversion rate. Knowing your demographic and tailoring your content to meet their needs is critical to online success. Fortunately, posts on this topic are in abundance, and we at DSA have a lot to offer on the subject.

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02
Sep

Why You’re Structuring Your AdWords Account Wrong

fire

If you aren’t an AdWords professional, I’m almost certain that you’ll have fallen so deep into one of these common pitfalls that you’ll have forgotten the colour of the sky. I can’t blame you for it though, as if you’ve learned AdWords via Google’s online support and accreditation system you’ll have been taught to do things the Google way, which isn’t the best way. We love Google here at DSA but our own experience and conclusions¬†proves far more valuable than anything else.Continue Reading..

01
Sep

7P’s of Online Marketing

The-Marketing-Mix-The-7-Ps[1]

Continuing the theme of marketing principals online I wanted to talk about the 7p’s model that was originally proposed in the early 50’s by a fellow called Jerome McCarthy. Well he said there were 4ps, price, Product, Place Promotion and that was expanded on in the 80’s by Booms and Bitner to include the people, packaging and positioning.

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26
Aug

Cleaning Up Conversions: How do I interpret my sales?

relay

A user buys a product on your site. They first heard about you via a promotional email, which they clicked the link on to visit your site, but didn’t buy anything and forgot about you. A week later, they see a remarketing ad from your site on Facebook and click on it, but again, they don’t buy. A couple of days later, they get the sudden urge to purchase from you and Google your site name, click on your AdWords ad and finally purchase. Which of these should gain credit for the conversion?

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21
Aug

Your campaigns have to tell a story and that story needs to cross the channel divide

header-pie[1]

In this interesting video from the Coke marketing team, we see that they were trying give an important message. The fact that this video is three years old and they never actually seemed to follow up on it shows more about the company than the message, which is a huge shame because that message was bang on.

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19
Aug

Facebook Audience Targeting: Getting it Right

facebook-targeting

Unlike paid search advertising, social media advertising gives us the luxury of choosing the exact types of people that we show our ads to. However, the weakness of social media advertising is it relies on triggering conversions by impulse; you’re going to have to convince people to drag themselves away from Facebook or Twitter and onto your site. Paid search advertising, on the other hand, allows us to swoop in potential customers at the precise moment they are researching your product or service. This article is going to focus specifically on Facebook advertising and how to establish your perfect target audience.

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