Setting Bids and Budgets

As you are structuring your campaign, you will need to determine what you would like to set your bids and budgets to. This is decided once you have determined where your ads will show and the audience to be shown to. In this post here, we will discuss different strategies that are best suited for your goals.

Choosing Your Budget

This number is determined by your willingness, on average, to spend daily on your campaign. But the question is, what do you set that number too? $5 per day or $90 per day Those two numbers are quiet different, so you want to make sure the budget aligns your goals. Also, the daily budget you set is not permanent, therefore it may be adjusted at anytime based on the performance.

If you are a new Adwords advertiser, It might be in your best interest to start with a small budget between $5 and $50, according to Google Partners. After a few weeks of the campaign running, you can re-evaluate the campaign’s performance and decide if the budget should be adjusted. It would not be best to set a high budget if you are new with Adwords unless you are a risk taker. Budgets can be stated in terms of what you are willing to spend per month, but in turn you would just divide that number by the average number of days.

Your Bidding Strategy

Campaigns vary depending on the type you choose, search or display, so AdWords offers different bid strategies to choose from that will suit the needs of the campaign that you choose.

Bidding strategies:

1.  Cost-per-click bidding (CPC): This is just as it sounds in the name, it is maximum amount you are willing to spend on your ad.  Most advertisers will choose this bidding strategy because you are only paying for an ad when someone clicks on it. This can be both good and bad. This can be seen as optimal because money is only being spent when you know someone is looking at that ad. On the other hand, sometimes people accidentally click on ads that they close right away, so this is not drawing any value or traffic to your product or service.

2. Cost-per-impression bidding (CPM): With this bidding strategy, this is the maximum amount you are willing to spend per 1000 impressions. This strategy would be chosen if you are more concerned with building awareness and generating impressions on your advertisements rather than clicks.

3. Cost-per-acquisiton bidding (CPA): Under this bidding strategy, this is the maximum amount you are willing to spend per conversion. Essentially, this will convert a click into taking action on your website, such as purchasing your product or service.

Advertising Networks

What are the Advertising Networks

As a digital marketer, you want to want to setup your advertising campaign for success to bring you the most business and traffic to your webpage. Here we will discuss the two networks that are split by Google Adwords; search network and display network. By the end of this post, you will know how to use the Google Network to achieve the right customers at the right time.

Search Network

If you have googled something and gone to the search results page, then you have encountered search ads. These are the text ads that are shown above Google search results. These types of campaigns are done by combining your AdWords Keywords to similar keywords that users may be typing into the search bar.  This type of network allows you to achieve customers that you searching for products or services that you may offer.

Display Network

Display network is just as it sounds, digital visuals or media advertisements that you have seen while browsing the internet. Google AdWords will best place your ads on websites that are relevant to your content. This allows your ads to be shown to users actively looking at your types of products or services. AdWords gives you the freedom to customize as much as possible on your ads. This entails choosing the placements, topics, and audiences. So, this allows to show your ads to a broad audience covering many topics to you keywords to the opposite spectrum covering a a specific target audience with narrow topics.

Is One Better Than the Other?

No, one network does not dominate the other. Each of these two network have different features so it all depends on your goal of the business. Display Network is best used if you are trying to build awareness of your product or service. Visuals ads catch the user’s attention to click on the ad, which essentially will lead them to your website. Search ads are typically used when you want to display your ads when people are already searching for products or services like yours.

Mobile Technologies in Digital Marketing Mixes

According to G/O Digital, website traffic rising by more than 50 percent from mobile devices.

The increase from mobile devices is not a surprise. People have been glued to their phones now than ever before. Whether it be checking emails, communicating, checking social media, researching, buying purchases, etc. Taking technology away, especially a mobile device from someone is like the end of the world for many users.

The point is, mobile usage has boomed so highly that businesses need to place an importance on mobile technology if they want to keep up with consumer demands. Again, more than 50 percent of traffic is coming from mobile technology and is only going to increase that percent as the time moves on. As advertisers we need be ready to serve users’ needs as they are constantly evolving.

What Will Increase Mobile Traffic? 

  1. Creating a mobile-friendly site: If consumers can’t properly access a website that is mobile-friendly, they are more likely to leave the site. It is time-consuming browsing through a site that isn’t mobile-friendly which today patience to wait has decreased.
  2. Keep the mobile site font large and easy to read: Consumers want to be able to browse a site in a simplicity manner. They do want to keep zooming in and out of a site just to be able to read your content. Consumers will move on to another site before they get frustrated.
  3. Increase mobile site speed: 74 percent of consumers will wait 5 seconds or less for a mobile webpage to load.As mentioned above, consumers have no patience to wait for a mobile site to load while there are many other webpages that will load faster.

In conclusion, mobile technology is increasing higher than ever before. In the digital marketing world, it is important to develop a mobile technology strategy if they want to keep up with consumers. Today’s world is only moving forward with technology, there is no going back. Therefore, as advertisers putting ourselves ahead of the consumers, we will be able to satisfy their needs.

What Is SEO and How Does It Work?

What Is SEO? SEO stands for search engine optimization. SEO is a process that increase’s your website’s visibility in the SERP (search engine results page) with the improvement of increasing traffic. For example, this means that when a user searches for something in the Google search engine, your website will rank in a higher placement in the SERP. Essentially, when you create a website, SEO will bring in more users to your page by your website appearing high in the SERP.  It will also make sure your website is receiving the right audience that will want to pay attention to the content you create.

How Does SEO Work? SEO has the elements crawling, indexing, and ranking that will increase your website’s visibility in the SERP.

Crawling: This can be thought of as a spider that you see crawling up the living room wall on a hot summer day. A search engine spider crawls the internet to process and analyze the information it finds. This web crawler goes to your site and follows any links on your page. After the web crawler has been crawling on many links, it brings back information back to the parent website. Crawling is basically looking for relevant and quality websites to searched keywords,

Indexing: Indexing can be thought of similar to a library with endless number of books making it difficult to find the right book. During the crawling process, websites were brought back and the parent website indexes these websites. Indexing is organizing the information to provide users with relevant information. To get your website indexed, you need to make sure you are creating quality and relevant information that is user-friendly.

Ranking: This is the placement of your website in the SERP. There are many factors that will determine if your website gets ranked high in the SERP. Some of those factors include producing relevant information that has quality content. As well as making sure your content is updated pretty often. Most users will not look at old website’s because there are many other websites with updated information that will be more useful.

Programmatic Buying

What Is Programmatic Buying? The key word here is right. Programmatic buying is about targeting a particular message to the right person, at the right time, in the right situation. This is a method that utilizes technology software to automate the purchase of advertising space. Basically, you are using technology to help buy ads and are seen by the right target.

Why Is Programmatic Buying important? Users are always on the internet whether that be purchasing products, online shopping, communicating through social media, streaming videos, etc. Each user then develops a customer profile based on their online behavior. Using the programmatic method, the right and relevant ads will be displayed on the user’s screen.

Factors for Successful Programmatic Buying

1. Audience: As mentioned above, the key is to bring the right message/ad to the right person, at the right time. Programmatic takes different characteristics into account when it displays your ads. Some of those characteristics can include: behavior, previous purchase activity, interests, and demographics. New users are gained to your website by programmatic capturing relevant users.

2. Ads: Once your audience has been identified, the next factor to consider is the ads. There are different elements of an ad that must have careful consideration; size, format, and device. From the ads you send, programmatic will automate the process by choosing the best achieving ad. Ads can have different formats from being basic to dynamic. Your ad can be standardized where the ad displayed is pretty similar to your audience. Or it can be on the opposite spectrum, where the ads are customized to each user. The ads that appear will be based on previous products they have clicked on.

3. Bids: So far you have determined your audience and ads. Now it is time to set the right bid at scale. Programmatic is quick to react to data it has collected for your ad and analyze it. It analyzes it in the intent to maximize your results. Programmatic is regularly adjusting your bid, so you receive the best outcome possible.

I hope you were able to learn about programmatic buying and some of its’ important factors for a successful campaign. A source I used as a reference, which has great information is this link here,

Tips for an Effective Keyword Research

In the today’s digital marketing world, a properly done keyword research is highly necessary. Not to obtain any users to your site, but the right users. Keyword research is used for SEO and finds smilier keywords that users enter in search engines while searching for what they typed.  By constructing this keyword research, this will help your content be seen by any user searching for keywords relevant to your keywords.

There are many articles online that give guidance on keyword research, but there is no universal step order. You will find one type of keyword research method below that will help you thin down the number of keywords you should be targeting.

Step1: It is important to understand your product/service and who your target audience is. Once you understand it fully, come up with a list of keywords that you think your audience will search for. Note, when constructing your keyword list it may be a good idea to go to your competitor’s site which may help you.

Step 2: Now you will need to open which is where you will insert your list of keywords you have created. This is a keyword planner which will give you a list of similar keywords that the traffic that been brought.

Step 3: Next you will need to sort the data that you have received from the keyword planner. You want to know which keywords have brought more traffic so the data will need to be sorted from highest traffic competition. Once the keywords are sorted, you will need to pick keywords near the top of the list and choose which ones are the most applicable to your site.

Step 4: Following the sorted list, you will want to know the competition of the keywords. This link, will allow you to perform this check on your list. Remember, you only want to aim towards the keywords with low to mid competition.

Step 5: Lastly, after collecting information on your selected keywords you will want to keep track of your target search. This can be done by inserting your keywords into a rank tracking software so you can monitor the rankings for the search keywords you are trying to target.

As I mentioned, there are endless methods of keyword research on the internet and I hope this helped you. For this blog, I used information from this link, , which is a great source.

Welcome to my Digital Marketing Blog

I am a Senior at the University of Michigan – Dearborn majoring in Marketing. I have created a blog for my Digital Marketing course I am currently taking. Here you will find information on mobile technologies in digital marketing mixes, keyword searching and display ads for programmatic campaigns. This information will be displayed more with an introduction and basic understanding of these topics. Enjoy!