Internet marketing, as we all know, is an ever-changing field. The dynamics of the internet marketing change very quickly. Often, it becomes quite difficult for the internet marketeers to cope up with these changes in trends. On one hand, one has to cope up with the changing algorithms of the search engines, whereas, on the other hand, they also have to keep up with the latest tools and technologies. New tools regarding internet marketing keep coming, and each comes with its own pros and cons.
However, in this article, we would be discussing and comparing two of the most popular tools, especially by the leading companies for their Ad operations in London and UK. One is the Facebook’s Atlas, whereas the other one is the DoubleClick by Google.
One of the main advantages of the Facebook’s Atlas is that it relies upon the Facebook’s user data to effectively identify and target the relevant users. This is something that has changed the paradigm of the internet marketing as previously, cookies were mainly used for this purpose. However, as we all know, cookies are a news of the past, and no one relies upon them anymore. Moreover, cookies also present a number of other problems such as mixed or false information.
If one computer is used by three different people, and two of them remove their cookies, the cookies would suggest that only one person is using the computer, and would also indicate that person’s age and gender. However, with the Facebook’s real time user-data, we can now target the audience more effectively and accurately than ever.
Atlas allows the marketers a simple but effective solution to their internet marketing needs. The media console by Atlas allows the marketers to quickly add, remove, or modify content from their campaigns. This allows them to maximize their returns by making changes whenever and wherever they deem necessary.
Facebook’s Atlas has also incorporated an innovative tag system that allows the companies to track their visitors, and the data regarding their engagement in the ads. Moreover, it also provides information regarding the user’s purchasing habits, which allows the marketers and companies to re-evaluate and re-design their strategies to target the users more effectively in future. This provides a great advantage as the companies can custom tailor their campaigns to target each of their user individually.
DoubleClick is the second one in our list of marketing tools to discuss today. DoubleClick comes from the famous internet marketing giant: Google. The factual figures and statistical data show that the DoubleClick still remains to be the most used internet marketing tool by the internet marketers which makes it the dominant force in the ad tracking platforms.
According to the information based upon the websites crawled by Datanyze, DoubleClick takes the lead by staying on the #1 positions in the ad servers category, whereas the Facebook’s Atlas stands at #4. The difference in the number of sites using both tools is also quite huge.
About 2,158,895 websites used DoubleClick, whereas the number of websites using Atlas was just 145,189. Among these, 245,189 were in the Alexa’s list of top 1M which used DoubleClick, whereas those which used Atlas was just 26,068. Similarly. 34 websites in the Alexa top 100 were DoubleClick websites, whereas, only 12 in the same list used Facebook’s Atlas.
Apart from these figures, the shift of users towards DoubleClick has also returned to normal after noticing a little drop in the favor of Atlas recently. This indicates that though the DoubleClick took a momentarily hit from Atlas, it has regained its popularity.
In terms of targeting the audience, the DoubleClick allows the users to refine their target area continuously based upon the demographics. This saves a lot of money of the user by ensuring that their money doesn’t get spent in the wrong place.
The DoubleClick platform also tracks the performance of multiple campaigns simultaneously, and provides clear feedback regarding each campaign. It also displays the financial information clearly, allowing the companies to gain an edge for managing their finances more effectively.
Apart from that, DoubleClick provides multiple ways to its users to reach the target audience through mobile, video and banner advertising.
Conclusion:The benefits both of these platforms have their own advantages, as evident from the fact that teams of Ad operations experts at different companies for Ad operations services in UK comprise of both DoubleClick managers, as well as Atlas campaign managers. However, companies for Ad operations in London and UK do not rely upon the statistical data alone.
When it comes to the market share, the Doubleclick by Google definitely has the Facebook’s Atlas beat by having a significantly higher number of websites using it. Also, it allows the companies to reach more relevant audience through the performance tracking. This ability to constantly improve the campaigns, and such an active number of users gives the DoubleClick its strength. This is also what makes the DoubleClick stand at the #1 rank in the ad servers category based on all websites in the Datanyze Universe.
While the DoubleClick may have a significantly higher number of users than the Atlas, the Atlas has a higher ratio of websites in the Alexa top 100 (12/145,189), when compared to DoubleClick, who has 34/2,158,895). Also, a higher percentage of the websites with revenues greater than $1 billion use Atlas. Moreover, the people based marketing, cross device compatibility, and ability to connect both online and offline also give Facebook’s Atlas an edge.
From the start of digital marketing, marketers have been tied to using cookies to measure and target digital ads. Cookies are basically a bits of code from web browsers, known to generate approximations of how many people view a digital ad, inaccurate estimates of how many times any given individual sees an ad and not to forget the shaky measures of clicks and sales. Well, not long ago, Facebook’s Atlas have taken over the old outdated cookie system. Actually, today’s ad measurement mostly rely on cookie tracking but the technology doesn’t work well for modern marketing campaigns. Facebook acquired the “Atlas” from the Microsoft in February 2013. So far Facebook has been limited to offering ad placements that are actually on their platform but now with the launch of Atlas, any website can insert their ad that can be targeted by Facebook users’. With Atlas, Facebook is trying to bring the same targeting and measurement capabilities that have been effective on its platform, to the web and apps finally. In addition to Facebook’s existing ads offerings, Facebook introduces it as a people based targeting and measurement tool capable of measuring ad performance across most digital channels and devices.
Nowadays, every sale depends on its advertising so having an accurate solution provider for people based targeting is important to advertising industry. Facebook has the best identity data of any media channel, enabling personalized marketing at scale. A Facebook conversion pixel implemented on an advertiser’s website tracks whether people converted within 1, 7 or 28 days of viewing or clicking a Facebook ad. The ability to use precision targeting to provide a relevant ad experience that is measurable across devices makes Facebook a powerful ad channel. A key downside before the re-launch of Atlas was that all these capabilities were applicable primarily to Facebook’s own media properties. Facebook has high hopes for the new offering, claiming it will change the way marketers’ measure and ultimately target their ad campaigns. Facebook’s big pitch around Atlas is the concept of “people-based marketing,” or the ability for marketers to use it to measure which ads have been displayed to specific users. To date, marketers have tried to understand which users have seen their ads by dropping small pieces of code on their computers called “cookies.” The problem with cookies is they’re often inaccurate and unreliable, and they give an incomplete picture of the ads consumers are actually exposed to as they move around the Web. Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales. Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective. The company has been working hard to improve Atlas since last year and has included offline sales tracking and cross-device targeting to its list of features. The social giant says cookies “are flawed” because they do not work for mobile devices and are not accurate enough when it comes to demographic targeting or measuring the purchase funnel on various devices and browsers.
Basically, you can’t improve what you can’t measure. One of the real advantages of digital marketing is the fact that you get the power to measure everything and this is the reason why digital trafficking is so popular. In the end, it doesn’t matter how poor your conversion ratios are, more traffic will always result in more leads and ultimately more customers. If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. Referral traffic may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web. If you have a digital marketing business, there is one company who has expertise in this field, it is “Beyond Everything” which is located in UK and provides ad operations in London and UK. Beyond Everything Ad-operations team sits in the middle of the industry, dealing daily with media owners, agencies, direct clients, creative agencies & technology partners. Beyond everything are an Atlas experts with outsource adoperations services along with ad operations in London and ad operations in UK.
You can’t improve what you don’t measure. One of the main advantages of digital marketing is the fact you have the power to measure everything and this is why digital trafficking is so popular.
Let’s take a look at the metrics that should be keeping you up at night…
Monthly unique visitors
It doesn’t matter how poor your conversion ratios are; more traffic will always result in more leads and ultimately more customers. Whether you have a virtual adops team in house or you choose to outsource to a firm that specialises in ad trafficking services – London firms should always monitor this metric.
Search engine traffic
If you’re involved in an inbound marketing campaign to get new customers, you should expect to see at least 50% more visitors coming from search engines. This should be measured on a monthly basis by your team or firm – alternatively you could use a weekend adops cover from your digital marketing company for a more tactical approach.
This may not be behind the majority of your traffic but it most definitely influences the traffic coming from search engines so shouldn’t be dismissed. Referral traffic is also a great indicator of how much your website is being shared, linked to and talked about on the web.
Social media traffic is also considered as referral traffic so it is most definitely worth measuring success here.
This isn’t just a traffic metric but also an engagement one. So if you’re doing inbound marketing and your percentage of returning visitors is increasing then there is a good chance these users will turn into leads and future customers.
No engagement will always mean no leads and no customers.
Visitors to leads ratio
This is where ad trafficking services – UK based – can come in really useful! Converting visitors into leads is one of the main responsibilities of a digital marketer meaning it’s vital that this ratio is calculated on a monthly basis to really define the campaigns success.
Leads to customer ratio
There is no point in having leads or email subscribers if they don’t turn into paying customers. Again, this metric should be measured and analysed on a monthly basis to ensure you’re going in the right direction.
Customers to repeat customer’s ratio
It’s much easier to convince a previous customer to buy from you than a new one – so it is vital that you employ digital trafficking services to ensure you remain on top of this. If something isn’t working and if your customers aren’t coming back, you need to find out why.
It’s recommended that firms who take their marketing campaigns seriously employ a reliable digital trafficking company who has the knowledge, tools and experience to help you find out what’s working and what isn’t, for ultimate business success.
SEO isn’t about simply creating good content for the search engines to index. There’s much more to it.
What many fail to realise is that content marketing and SEO can work incredibly well together when executed properly. With a good strategy in search engine optimisation, London firms can guarantee their content marketing efforts won’t be wasted.
So what are you waiting for? Here are eight ways in which your content marketing plan and SEO campaign can work hand in hand.
1. Creating original, quality content
While thin or spun content may have worked for Google’s crawling spiders many years ago – it doesn’t now. Weak content that’s produced to make up the numbers will not work from a content marketing perspective simply because it won’t attract and engage readers.
Instead, you will find that many SEO companies in London will create original and engaging content that will set you apart from your competitors as it gives search engines something to index that can’t be found anywhere else.
This will in turn keep your audience engaged and more likely to share your innovative content.
2. Evergreen content and SEO
Creating evergreen content is a fantastic strategy for improving SEO and search engine rankings along with making your website much more useful to the user.
SEO companies in London will often recommend creating a good amount of this kind of content along with more time specific articles in order to improve traffic and Google rankings.
3. Keyword research
Keyword research is absolutely vital for content marketing and SEO to work well together.
To begin with, the quality has to be in the content you produce but you should also ensure that the content – complete with the keywords – gets the exposure it deserves.
In order to do this you should ensure that your content contains exact match terms and long tail keywords to answer search queries effectively.
4. Monitor keyword goals
Once you’ve created the content with the targeted keywords, it’s now time to work out whether it’s boosting your SEO success.
Now, most SEO companies in London will provide you with regular reports and analysis but you should be keeping your eye on this. Don’t expect to see results overnight however as many keywords could be quite competitive and take some time to yield positive results.
5. Link building
Good content attracts good links so keep this in mind! Ensure your quality content is distributed properly and you’ll have no problem building on your backlink profile.
6. Internal linking
Content is fantastic for SEO when it comes to internal linking. For example, if you’re posting an article on your blog then ensure you link using anchor text to another page on your website.
This increases dwell time and encourages further exploration of the site.
Always measure the effects your content has had on your SEO goals. You can do this via a number of useful tools including Google Analytics and find out if there were any increases in traffic or changes to bounce rate.
8. Content headlines
Your content headlines should always be descriptive and interesting – something that’s going to make users want to click, read and share the article. Most experienced SEO companies in London can advise on this to help you along the way.
SEO and content are distinct disciplines that require different skills and knowledge however they do work extremely well together when performed correctly. As a result, most good SEO companies in London will often provide both services in order to really improve your campaign.
With there being so many moving parts to pay per click advertising, many firms choose to take on a PPC company. London businesses are starting to feel the heat due to fierce competition in just about every market and a heck of a lot of geo-targeting is taking place. It can be a stressful time.
In order to create the very best PPC campaign, the ad copy must be spot on, especially when paying for pay per click. London businesses are therefore being smart and outsourcing their campaigns to the professionals, but that doesn’t mean that they shouldn’t be aware of what great ad copy looks like.
When ad copy is done well, firms of all shapes and sizes can reap the benefits of a high click-through rate (CTR), high quality scores and a lower cost per click; all of which are the foundation of a successful PPC campaign.
Here are some top tips on how to create the best ad copy for your campaign:
The length of your ads
Normally, the length of your ad copy will be pre-determined by the character count of the PPC platform you’re using, some of the most common platforms are:
1. Google Adwords – 25 characters for the title, 35 characters for the description and 35 characters for the display URL
2. Bing Ads – 25 characters for the title, 71 characters for the description and 35 characters for the display URL
3. Facebook Ads – 25 characters for the title, 90 characters for the description and 30 characters for the link description
4. LinkedIn – 25 characters for the title, 75 characters for the description
5. Twitter – 140 characters; the length of a standard tweet
The relevance of your ad
If you are implementing a keyword-based search ad you need to be using a keyword you’re aiming for or at least a variation of it within the ad copy; preferably within the title. By doing this you can ensure that your keyword is made bold in your ad, making it stand out to the user.
However, if you’re using social media platforms you must ensure your ad is relevant to your target audience. This could mean ensuring you have the phrase “perfect for small businesses” if SMEs are your target. It’s important to let users know that your ad is relevant to them and their needs.
Sell your product or service
Now that your customer is aware your ad is relevant to them, you need to get them to convert. This is where the ad copy will come in, if you’re unsure about how to do this, be sure to get some guidance from your PPC company. London users want to know why your offering is so unique and better than what others have and this is what you need to explain in your description.
Here, you could focus on competitive prices, next day delivery or bespoke quotes etc. You need to give users a reason to click on your ad.
Call to action
Having a call to action (CTA) is vital so don’t forget to add this in! Some of the most popular CTAs are: “call now” and “get a free quote”.
Consumers love to think as little as possible and by providing a clear CTA you are telling them exactly what to do next.
Always test your ads
It’s important to always test at least two versions of your ad copy so that you know which one works best; this will normally be conducted by your experienced PPC company. London firms must also test a location based ad, for example the location “London” should be placed within the ad copy as this could entice more customers.
It’s vital that you understand what good ad copy looks like before you embark on finding your cheap PPC company. London firms will always face stiff competition when it comes to advertising services and therefore it’s crucial those ads are just right.
It’s safe to say that link-building has a somewhat seedy past but it isn’t dead just yet.
In fact, according to the most recent Search Marketing Expo Advanced conference, link-building is still one of the top three website ranking factors when it comes to SEO and that is why it’s still a used method among SEO companies. UK advertising has evolved and in that sense so has SEO but link-building is still a crucial part of ranking success.
Link-building works in 2015
Despite the controversy, back links are still highly correlated to search engine ranking results and this has been proven time and time again. In other words, you need links if you want to rank higher on Google – or any search engine for that matter – however, what makes the difference is the type of links you have and that’s where your SEO company in London will come in.
If they are based in London – and you are too – they will be able to ensure you get links from local websites, further boosting your local SEO.
Ranking was never quite so difficult, in fact, all you needed were links, and they didn’t have to be authoritative ones. However, things have changed and now it’s all about how good your links are, in other words; it’s about quality and not quantity.
The most difficult aspect of SEO is keeping up to date with the latest Google algorithms. This is what separates good SEO from the bad. It is the responsibility of your SEO company in London to keep up with these ever-changing rules and regulations, but it can help if you read up about them also.
Content marketing is a saviour
Content marketing is the safest and most effective method of link-building. Fact. As long as you are creating good, interesting content that will engage the reader, there is no reason you won’t attract links from elsewhere.
While the future of content marketing has been up in arms over the past few months, one thing is for certain and that is that content works for SEO; so don’t stop! Whether you’re creating your own content or you are outsourcing it don’t worry, just be sure to choose a good SEO company. London is a competitive market and therefore, it’s crucial that you choose a well established firm.
The bottom line for link-building in 2015 is that you need a good strategy and it’s recommended that you leave it down to your professional SEO company. London firms need to be on the ball when it comes to keeping up with competition and sometimes that means leaving it to the professionals. Whatever you choose to do this year for your SEO campaign, be sure not to leave out link-building.
Measurement is what transforms marketing from a superstition into a science and that’s why it’s crucial that British firms choose to take on ad trafficking services. London is a hotspot for thriving businesses, especially those who want to geo-target their audience with ads and PPC campaigns and therefore maintains its position as the hub for ads.
Here are 10 marketing metrics that you should be measuring via your ad trafficking services. UK businesses are becoming more competitive by the day, so it’s vital that you, as a business person, understand how your ads are faring.
1. New sessions
This metric is often found on Google Analytics and will inform you of how many new and recurring visitors your website is getting. This is a fantastic metric to use when making decisions regarding your website as it can directly link to sales and enquires.
It will also tell you if any recent changes you’ve made to your site are working from a user perspective.
2. Total visits
While your main website should be the primary target for customers, you can also use this metric to analyse the effectiveness of any landing pages you have PPC ads linking to. By ensuring this is measured correctly, you will gain the “bigger picture” of how well your ad campaign is driving traffic. This is something your ad trafficking services London will provide you with on a monthly or even weekly basis.
3. Channel specific traffic
This again is found in your Google Analytics and will inform you of where your traffic is coming from. This metric is extremely important if you are also running social media ad campaigns as it will allow you to understand how successful they are.
4. Total conversions
This is one of the most important metrics in terms of understanding the profitability of your ad campaigns. Depending on how your site is built and whether it’s an e-commerce website, you will be able to see this directly from there, otherwise you will be able to find the information from your ad trafficking service provider.
5. Bounce rate
The bounce rate will tell you the percentage of customers who leave your website before exploring it. An average bounce rate should stand at around 40% and; anything higher simply means that the user isn’t finding your website relevant to the search they made into the search engine.
6. Customer retention rate
This can be difficult to measure if the “checkout” phase of your website is a long one. However, e-commerce platforms or subscription based services will be able to calculate and measure customer retention by working out how many of your customers return to purchase again. Understanding this can also help your business judge the value of an average customer.
7. Lead to close ratio
While this is more a measure of your sales success than your marketing prowess, it’s still important to understand how many of your enquiries turn into sales.
8. Customer value
Again, this is a difficult metric to work out but it will help you understand your return on investment and can be calculated by your ad trafficking services. London firms especially need to work this figure out in order to really compete in the capital.
9. Cost per lead
Now, this figure will depend on your ad campaign and how competitive your ads are. For example if you are running PPC on “red shoes” the cost per lead will be a great deal higher than “red heeled shoes in London”.
It’s important that you understand the cost per lead in order to calculate how much profit you are making.
Working out your return on investment (ROI) is vital, why else would you be running a marketing campaign if you didn’t want to make money? Again any professional ad trafficking services, London based, will be able to help you with this figure.
Measuring your marketing strategies is vital and can be simply achieved when using inexpensive ad trafficking services. London businesses; it’s time to get involved in the competition!
Creating your very own SEO strategy isn’t a new challenge for businesses in London but it is a difficult one and if the basics are wrong, it could end up costing firms a fortune.
While understanding SEO itself can be tricky, it’s also important to keep up to date with its ever evolving nature. For example; Google is constantly updating their algorithm which will have a huge impact on any website and that’s why it’s important to ensure you have a good, professional SEO services company. UK firms are beginning to feel the pressure of fierce competition and that’s why so many are unsurprisingly turning to SEO.
By choosing one of the best SEO companies London has to offer you can be sure you won’t be making these 10 SEO mistakes when you design your strategy.
1. Forgetting mobile users
More and more businesses continue to run SEO campaigns without even considering mobile users and mobile traffic which is a key component within any strategy.
2. Poor website structure
When designing your website structure it’s important to keep SEO and search in mind as it will ensure your website is even and unique, leading it to rank higher. With this in mind, it’s important to ensure you call upon one of the SEO companies London has available for any advice or guidance.
3. Poor objectives
You can’t simply measure your SEO success by your rankings, yet that’s what firms will often do if they don’t have an SEO company guiding them. A good SEO campaign will be broken down into quarterly segments to be reviewed.
4. Duplicate tags and meta-data
Just like all content must be unique so do tags and meta-data. If Google sees that your meta or tags are duplicate you will never succeed on its search engine ranking.
5. Carrying out a site migration without telling Google
Never do this. If you’re choosing to migrate your website onto a new domain or re-launching it on a new platform – with new URLs – you should be informing Google. This will prevent any 404s or 301 redirects and therefore save your SEO campaign.
6. Forgetting to use Webmaster Tools
While your firm may be spending hours and money on cutting tech for your website, it will all mean nothing without using Webmaster Tools properly. In fact, Webmaster Tools is so important that many SEO companies rely solely on it to inform them of any technical issues.
7. Not updating sitemaps
Your sitemap is crucial and therefore it’s important to constantly be updating it if you have new pages/URLs as it will update the search engines that these pages exist.
8. Moving a website to a new platform without considering SEO
BIG mistake! The best thing to keep in mind is that no matter what you choose to do with your website, you should have SEO in the back of your mind. If you get this migration wrong, you won’t only lose rankings but also traffic and conversions.
9. Duplicate content
Your SEO company will drum this into you; never use duplicate content!
10. Underestimating the time it takes to deliver SEO
Whether you handle your SEO campaign internally or externally you should be aware of the time and money it takes to deliver it successfully. By choosing one of the professional SEO companies London has on offer you can be sure of regular updates on progress which can become extremely handy.
Whether you decide to use one of the cheap SEO companies London has or manage your SEO internally, beware of making these mistakes!