Is your website responsive?

We all know the latest statistics about the explosive growth in mobile usage. Over the last few years, we have seen that web connections with a mobile device have surpassed those on a PC. Google has announced that mobile searches have nearly exceeded desktops and laptops. It is estimated that 75% of the American population owns a smartphone. Put all that together and you can see why reaching customers through their mobile devices has become an important tactic of any marketing strategy. So why are many B2B companies taking so much time to adopt mobile technology and what kind of impact is it having on their businesses?

Here are 3 good reasons to embrace mobile marketing:

  1. Mobile impacts your web marketing performance

If your website is non-responsive to mobile devices, you might encounter the following setbacks:

  • Lower ranking in organic search results
  • Loss of traffic to your website because of high mobile usage among your prospects
  • Increase in bounce rates


Many marketing professionals ignore these risks and forget that a bad user experience on a mobile website could compromise web marketing success indicators overall, such as visibility and site traffic.

  1. A positive mobile experience improves customer commitment

As well as improving a company’s visibility and generating traffic, mobile websites increase customer loyalty, satisfaction, and commitment.

In fact, today a mobile website can directly impact a company’s bottom line. Here are some results from a Google study titled: What do users expect from mobile Internet today?

  • 74%say that they will be more likely to return to a company’s website if it is mobile friendly.
  • 48%feel frustrated, even annoyed, when a company doesn’t have a mobile adapted website.
  • 52%are less likely to visit a bricks and mortar store that doesn’t have a mobile website.

These results show that marketing professionals can’t deny the importance of having a mobile-adapted website to help meet their business goals. A positive mobile experience is essential to your success with prospects and to generate web sales.

  1. There is plenty of B2B decision-makers using mobile devices

We know that consumers use the Internet to conduct research for online shopping. But did you know that more and more corporate buyers and purchasing decision-makers access their workplace through their mobile devices? In fact, mobile usage in a B2B context intensifies all throughout the buying cycle. We know that buyers use the Internet throughout their process of researching and selecting suppliers.

A Millward Brown Digital study, in partnership with Google, interviewed 3,000 B2B decision-makers on their research and buying habits:

  • 42%use a mobile device throughout their B2B buying process
  • Search activity is intensified for those using a smartphone. Google has seen a 300% increase in mobile requests.
  • B2B professionals not only use mobile devices outside of the office, but

49 % use it also for searches while at the office.

Clearly, not only is consumer’s mobile usage growing. Now a days, as a B2B web marketing professional, you should keep in mind that your clients and prospects use mobile devices more than ever, both at the office and outside working hours to make critical commercial decisions.

Some advice for an effective mobile adapted website

How can you evaluate the actual mobile experience of your website?

In 2 simple steps:

  1. Measure and improve the loading speed of your pages with MobilePageSpeed??
  2. Understand and put to work the best mobile practices.

Google offers PageSpeed Insights, which gives you specific recommendations and corrective solutions to improve your site’s mobile experience. For example, to improve loading speed, you can try active compression, browser cache, reduce CSS, optimize images and avoid redirections toward landing pages. You can also improve the interface by using more readable font sizes, which simplifies navigation. You also want to avoid plug-ins.

These two steps are an effective starting point to improve the mobile experience.

Mobile can become a competitive advantage

Your company’s mobile experience now has a direct impact on your web marketing success as it affects important criteria such as visibility and traffic. Providing a favorable mobile experience is necessary to permanently engage potential clients and develop sales. B2B decision-makers use mobile devices in all phases of their buying cycles and throughout the day (even at the office). Analyze all data relative to your website. Even if mobile traffic isn’t the first source of traffic today, it will be in the near future.

Take the lead with this trend and adapt to our multi-screen world. Now is the time to make your mobile marketing your competitive advantage.

  1. Organic searches on search engines represent 51% of all visitors on a B2B and B2C website, while sponsored links and ads such as Google Ads or Bing Ads, contribute 10%. Social networks represent 5% of all visits on a website.

Source: MediaPost

  1. Having a video on a website gives you a 53% better chance to appear in the first page of Google search results.

Source: 41 Stories

  1. An important number of +1 Google linked to a URL will allow you to benefit from better ranking in Google search results more than any other factor.

Source : Ber|Art

  1. To be ranked at the top of search results is a good thing, but to ensure an important click rate, your title and description should be of the highest quality. In 2015, search users spent less than 2 seconds, on average, consulting each. Source : MarketingProfs
  2. The first search engine result consistently captures the same number of clicks (32.8%). However, organic results, positioned from 2nd to 4th page, get a significantly higher number of clicks than in 2005 – 63% against 48%.

Source : MarketingProfs

  1. 89% of consumers start their web buying process from a search engine.

Source : Biznology

  1. Marketing professionals have ranked their 2015 SEO objectives:

Lead generation is the top priority for 61% of them and web traffic 57%. 54% want to improve conversion rates while 24% hope that their SEO investment will generate sales and revenues.

Source : MediaPost 

  1. 72% of people responsible for company communications rank search engine optimization (SEO) as an efficient means of lead generation and increasing web traffic to help meet their marketing objectives.

Source : MediaPost

  1. Main challenges in organic referencing are link building (named by 41% of company marketing managers) and keywords search (named by 39%). Source : MediaPost

The end of the telephone book

How do you raise awareness of your company in the local market when telephone books do not exist anymore? Small and medium size businesses do not always have the means to invest in local advertising in newspapers or radio to get better visibility with potential clients in their region. Advertising in traditional media is expensive and less and less efficient since the advent of the web.

Referencing optimization of your website

The first communication investment for any company is without a doubt a professional website. To get good visibility at the local level, the company should prominently display its address on its website but also optimize its website on search engines (SEO). Geotargeting of a company on the web allows it to be found right away by Internet users searching more precisely for convenient, local products and services.

Mobile devices breakthrough

Mobile devices, using geotargeting, can be useful in 6 general categories: tourist guides, travel assistance, social networks, useful services, games, and urgent help. They can be an alternative to the yellow pages, but their efficiency is debatable as a local business directory.

What is Google Enterprise

Known originally as Google Maps Enterprise or Google Local, the Google local business directory, which is displayed in Google Maps search results, was integrated into Google Plus social networks platform in 2012. You cannot underestimate the importance of being on Google Plus to increase your web visibility in your local market.

Information displayed on a Google Enterprise page :

  • Company logo
  • Cover image
  • Contact information (telephone, address, email, website)
  • Products or services offered
  • Business hours
  • Company description
  • Consumer reviews
  • Posts on Google Plus
  • Photos and videos (linked to your YouTube channel)
  • Collections (posts group per subject)

Benefits of a Google Enterprise page:

  • Promote your content on your YouTube videos (with the possibility of linking your YouTube channel to Google Plus) and be active on a new social platform
  • Geotarget your company on smartphones (Google offers custom search results from the geographic position of the user)
  • Optimize your referencing on search engines in particular on Google (#1 search engine in the world with 90% of all web requests)
  • Web posted for free and displayed in the first search results based on very competitive keywords
  • Generate quality traffic toward your website
  • Standout from your local competition and be found by prospects before your competitors
  • Increase the number of local calls by clicking on a call direct link to your phone number (available on smartphones)

Google Plus ensures a local referencing

Even though this social media platform is not very popular in Quebec (versus Facebook who is still #1), your company should seriously consider creating a page. A recent American study has shown that Google favors Google specialized search services such as Google Enterprise which displays companies close to your geographic location (geotargeting) when answering a web request.

Amauta Marketing can assist you with its Web Solutions for Small and Medium size Businesses service. Have a look at this video to know more:

Twenty years after the launch of the first banner ad, web advertising continues to be a key marketing tool. Growing consistently, in 2014, it accounted for the largest portion of advertising expenses with double-digit growth.


The emergence of web advertising

On October 27, 1994 web advertising was born on the Wired magazine website. Wired would never have imagined it would one day be responsible for the majority of revenue for its Website. Since then, banner ads are seen everywhere and have become a key part of any business.


Web advertising, what is it?

Web advertising is a marketing tactic for companies striving to make their website profitable. It is first and foremost a tool to promote their products and services on the web. This type of advertising is aimed at a particular audience i.e. Internet users and offers an excellent return on investment (ROI) for the advertisers.

It is highly recommended to work with specialized companies such has advertising networks or web agencies for the management of your ad campaigns. They are considered a bridge between companies (wishing to run an advertising campaign) and editors (owners of websites offering their display space to the posting of banner ads).

Banner ad, the standard format in web advertising

A web advertising campaign often takes the form of banner ads, either as a graphic, a sponsored link, or as copy.

Sample of technologies associated with banner formats

Pop-up : following a click on a banner, a new window opens as an advertisement. This very intrusive format can be blocked by browsers.

Pop-unders: a banner opens on the web page following a mouse over. This format gives more information to the Internet user without being intrusive.

Rich media : indicates Javascript code usage, Flash, sound and video in banner ads, allowing more interactivty.


Web advertising’s different methods of payment

PPC corresponds to a proportional payment method based on the number of clicks on a banner ad.

CPM corresponds to payment method based on the number of displays. It is often used on high-traffic websites (over a million-page views per month).

CPV corresponds to the number of visitors having clicked on the ad and then made a purchase of the proposed product or service.


Retargeting: the future of web advertising?

Retargeting is about targeting an Internet user based on the websites they have visited, the searches performed and other web actions. This web advertising method allows you to utilized data collected such as gender, age, country, etc. This new very complex buying process is turning the web advertising world upside down by offering a less intrusive and ultra-targeted marketing tool.


Finally, it seems that we see fewer and fewer banner ads and more integrated web advertisements with better targeted messages. This means less intrusive advertising on the web and more relevant, quality banner ads. With retargeting and its precise information system, we are getting into the advertising technologies era in which advertising impressions will be treated individually with help of algorithms. Real time bidding and retargeting are henceforth part of the game.

The shift to mobile is well underway in Quebec

Over half (52%) of the Quebec adult population owned a smartphone or a tablet in 2013. Furthermore, 9 out of 10 adults who own a tablet use it to surf the web while the ratio is 3 out of 4 for smartphones, according to a NETendances mobility survey in 2013.


Google’s new mobile features

Google will announce a new mobile-friendly algorithm on April 21st, 2015, and here is a look at what we know and how we should adapt. There is no mystery, Google is leading the mobile revolution, Google is the largest supplier of (Android) mobile platforms in the world and the most important search engine. Google is also the largest seller of mobile apps.


Google will redesign its search algorithm to favour responsive websites

According to Google Webmaster Central, Google is about to launch the most significant mobile algorithm yet:

“Starting April 21st, we will extend our usage of mobile friendliness as a major factor of page ranking. “

In a few days, you will see a major algorithm update. In fact, this change will have more impact than Penguin or Panda.

What’s a responsive website?

Responsive Web Design signifies that the page is using the same URL and the same code as on a desktop, tablet or smartphone, but the display gets resized according to screen size. A dynamic website allows the content to adapt to different screen sizes while using the same URL and same code. One of the benefits of RWD is that you only have to update one version of your website instead of two.


How to know if your website is mobile-friendly?

To know if your website is mobile-friendly, you just need to launch your website on the Google mobile-friendly test-page :

Another way to check if it is responsive is to surf your website on a mobile device. If the SERP log sports the mobile-friendly tag, then you’ll know that you’re fine with Google. Finally, you could test your website in the Google Webmaster Tools tab to discover all the pertinent recommendations allowing to improve mobile usage.


This algorithm shift will be important

This modification will affect mobile searches in all languages throughout the world and will have a significant impact on search results.


What will be the real impact of this important algorithm shift?

First and foremost, we know that this update will be wider than Penguin or Panda. We also know that mobile is present in almost all Google events. It seems that non-optimized pages will be found at the bottom of mobile ranking. All pages without mobile optimization will stop showing in expression ranking. We can forecast that SERP results on longtail keywords first page, past a certain threshold of frequency, will showcase mobile-friendly pages.


The algorithm will evaluate each page individually

One important aspect of this mobile algorithm is that it will analyze mobile compatibility on a page per page basis instead of an entire website. What does that mean practically? If your website has optimized mobile pages and other pages that are not, Google will look at it separately and push forward the optimized ones. Google will not penalize a whole website based on few non-optimized pages.

Furthermore, if a website is well designed and mobile compatible, then this algorithm should not be a big problem. There are definitely some websites with some optimized pages and others without, but generally a website is either mobile friendly or not.

This algorithm operates in real time

Google explains that this algorithm operates in real time, so, technically, you can redesign your website any day and as soon as Google notices the changes, the website will start benefiting from new referencing by the mobile-friendly algorithm.


Obviously, Google can’t evaluate a website mobile friendliness only by analyzing the search page and index. If the page is not mobile compatible as of April 21st, but becomes mobile-friendly as of April 25, we suppose that Google’s next indexation should be in a position to identify it as responsive.


What works on a desktop also works on a mobile device… sort of

Google is already a search engine featuring web pages compatible with desktop and mobile. For example, page loading speed, will have impact on desktop and mobile search.

We can assume that some features good for the office will be just as good for mobile, as long as the page has a mobile-friendly design. We have to keep in mind that the algorithm can start differentiating diverse factors that are actually regrouped into one and the same thing.



App indexation will be taken into account in search results

App indexation is a new functionality of this algorithm and will be exclusive to websites associated with Android apps. According to Google Webmaster Central: Starting today, we will start using information from indexed apps as a ranking for users that have installed the apps. The aim of this feature is likely to tighten the link between mobile search and mobile apps.


What should you do now?

It will be imperative to adapt to this new mobile digital marketing universe. Google has shown the way:

  1. Make your website mobile-friendly. Responsiveis even better.
  2. Solve all mobile usage problems in Google Webmaster Tools.
  3. If you have an Android app associated with your website, get deeplinkedand index it as soon as possible.
  4. Watch closely your parameters and follow deployment of the algorithm shift as of April 21st.
  5. Keep learning, listening, testing your website to adapt to search engines evolution such as Google.

You can measure your website’s performance by analyzing the way mobile Internet users can complete their tasks and meet their objectives. There are ways to design your website to ensure an optimal user experience on mobile devices. Above all, concentrate on your user interface’s cohesiveness to create a unified experience amongst the different platforms.

According to MediaPost: “Above all, buyers on mobile buying sites look for ease of usage. 48 % of participants have indicated that it was the most important quality of all mobile websites.”


So, what are you planning of doing for your website before April 21st?

The work required to transition to a mobile compatible website depends on your development resources, your business model and your level of expertise.

Amauta Marketing can help you adapt your website and make it mobile compatible plus do everything in its power to make sure it shows in the first Google search engine results.

For more information on our web services, visit our website at:


Did you know that 43% of conversions are from the telephone? And that 65% of companies consider their call service as the most profitable source of quality prospects.

The majority of your potential clients gets in touch with your company by telephone. And often, the people who contact you directly by telephone have an urgent need for your products or services. All this underlines the importance that companies measure and track calls originating from their PPC web campaign.

What is Call-tracking?

Call-tracking is about assigning a unique phone number that you can add to your website or promo material. Then, from this number, you can record your incoming calls and all dates linked to these calls. You can also choose different telephone numbers depending on the communication method your prospects use to reach your company. This multiple number technique allows you to analyze your communication campaign results based on channels used. This call-tracking solution allows also to display with dynamic fashion your call numbers on your website based on Internet user source of visit.

Why track your calls from Google Ads?

  • To measure precisely the return on your investment (ROI) on buying referencing
  • To efficiently manage calls from PPC campaign
  • To follow calls generated by a campaign or a specific keyword

When you know the origin of your telephone prospects it allows you to make wise strategic decisions and more effectively determine your marketing budget and sale strategy. Without telephone data, companies limit themselves to only the data analysis through web forms. It results in important off-line prospects with no follow-up and lost sales.

The benefit of tracking calls from Google Ads: Which keywords drive conversions?

More than half of marketing professionals say that growing the number of incoming calls generated by their web advertising campaigns (Google Ads) is their priority, since telephone calls have a higher conversion rate. Using a tool to track the number of incoming calls not only allows you to know precisely which keywords have led to calls, but it also allows you to measure the return on your investment (ROI) of your web advertising campaigns. You can then focus on using the keywords that effectively convert more offline prospects and remove keywords that are performing poorly in the context of a PPC campaign. 

What data is obtained when a call is tracked?

We track the duration of each call; we record the conversation and we report a variety of data such as geotargeting (geographic zone of the issuer), device type used to make the call (smartphone, landline) and more.

Here’s how call tracking works in 4 steps:

  1. A prospect does a web search, sees your ad and clicks on it.
  2. They are then redirected to a landing page on which is displayed a unique telephone number that we can track (such as a Google Ads Call Extension)
  3. The Internet user then clicks (or calls) the number at this step the call is transmitted to your company.
  4. Once the connection with your company is established, data on the caller is collected, including the keyword that led to the call, the duration of the call and the originating ad campaign.

Determine the number of calls generated by each of your advertisements

We all know, it is easier to demonstrate the return on investment of your web conversions with Google Analytics in particular versus those acquired by offline tactics. A call-tracking software allows you from then on to easily track the return on investment (ROI) of your telephone conversions as a result of a PPC campaign. You then have a clear picture (web and offline) of your PPC expenses.

Improve your customer service by tracking your calls

Another advantage of call tracking is that through the analysis of your calls you’ll also know the expectations and interests of your clients and prospects. You’ll see their common questions and how well your company provides answers. As well, you will discover how your prospects came to find out about your company and through the recording of the calls, you’ll see how effectively your sales team communicates with them by telephone. You can then improve your customer service by meeting their expectations while optimizing your customer acquisition campaigns.

You would like to know more about call-tracking?

Amauta Marketing is now offering this new service, get in touch with us and speak to an expert at (514) 907-2131 or visit the dedicated section of our website.


B2B web marketing is about the online targeting of manufacturers, industry experts, service companies, IT companies and other enterprises relevant to your category, so you can develop business relationships. B2B web marketing is comprised of search engine optimization (B2B SEO) and search engine marketing, or web advertising (B2B SEM).

  1. B2B SEO – Search engine optimization

SEO is a search marketing strategy that aims to position your website in organic search engine results with keywords related to your company activity. SEO is the marketing strategy with the best conversion rate and the lowest cost of acquisition.

  1. B2B PPC – Web advertising or paid referencing

PPC (Pay-Per-Click) advertising allows you to showcase your services, increase the number of visits to your website, or reach specific conversion objectives. Web advertising is the marketing strategy that produces the biggest return on investment since it is a pay per click payment (PPC). You only pay when the Internet user clicks on your ad and visits your website.

Your website is the first source of information for the B2B decision makers

Even if B2B marketing concentrates on business relationships, 8 out of 10 company managers use the web to look for information on a product, a service, or a company. From a BDC Points of View study on B2B marketing (September 2013), 69% of company managers consider the company’s website as the information source that has the most impact on their buying decision. Did you know that 57% of the decision process is over even before contacting a rep?

Design of B2B e-commerce websites

Almost like a brick and mortar store, you should design your website to showcase your products and services, but primarily to sell. That’s why you need real conversion objectives. Websites are no longer just for window shopping, today it should be working hard to convert a maximum of prospects into customers. A website is too often considered a major expense when in fact it is a profitable investment for a small and medium size business. A B2B website is essential for generating qualified leads or sales paths for your reps.

3 keys to a successful website

  1. Offer relevant content to attract your specific audience
  2. Use effective calls to action to draw the attention of your visitors
  3. Create landing pages with contact forms to convert prospects.

Here’s what your potential clients are looking for on the web

  1. List of the products and services you offer
  2. Key personnel and contact info
  3. Concise description and benefits of your products or services

In B2B, the purchase decision is much more rational than in B2C, so it is important that a B2B website contains content like video demonstrations, or case studies with a product to demonstrate the usefulness and benefits.

Analyze your website with Google Analytics

Your website should be constantly evolving with information being updated regularly, particularly your products and services. With Google Analytics you’ll know the number of visitors to your web site, the time spent on each page, data on your Internet users (age, geographic zone), the products or services that get the most attention and the most visited sections.

Main data to watch on your website

  • Bounce rate
  • Keywords analysis
  • Internet users comments

Conversion tracking

Track indicators such as lead cost, client acquisition cost, client conversion rates. This allows you to evaluate profitability and the return on your website investment.

With the beginning of 2015, we wish to share with you the success of our client “Les Anges de la Coiffure.” This small business is experiencing an increase of its revenues and awareness through online initiatives and investments since it opened for business.

Who are “Les Anges de la Coiffure”?

Following the loss of her job in aeronautics, Sylvie Bourget decided to make her dream come true to create a beauty salon specializing in wigs in St-Leonard, Montreal. Alongside her partner, Kathy Roy, they established a one of a kind beauty salon whose goal is to boost the self-esteem and self-confidence of people suffering from hair loss due to chemotherapy treatments or simply advanced baldness.

Betting on the web to launch their business

Right from the start, they decided to invest time and money into their website, which has become a real showcase of their know-how, quality of services and the friendly ambiance that prevails in the salon. “We understood, by asking our first clients, that the website was very important in their decision because the majority had visited it before coming to see us, and that, even if they have known us by an advertisement, a leaflet or a business card”, explains Sylvie Bourget to the La Presse journalist.

Making sure search engines would find them through SEO

The majority of their clients have discovered the salon through its website. This is a testament to achieving strong natural search engine rankings, and good keyword choices. In fact, the better your natural rankings in search results, the higher Google and the other search engines (Yahoo, Bing) will position your website in the first pages of search results. The “Les Anges de la Coiffure” website is constantly enriched by new, relevant content (photos, texts) and gets excellent reviews from clients.

Convert more prospects with web advertising

A surefire way to attract new clients to your website and generate more leads is through a Google Ads campaign. If your website is not optimized for conversion, you can always create a landing page featuring a specific product or service with a call to complete a contact form.


Use your website as a path to growth for your company

While the creation of a website may seem difficult and expensive, all small and medium size businesses should have even a simple site to ensure a web presence. It can make a significant difference in meeting your goals as “Les Anges de la Coiffure” discovered: “It’s been useful to the point that we have reached our clientele objective in two years versus the original five years expected. Things are going fine” says Sylvie Bourget. A website, even without e-commerce, can allow you to generate new prospects for your company and convert them into clients.

Turn your clients into brand ambassadors

“With time, it’s really word-of-mouth that brings new clients, but even those ones visit our website before calling. It’s a reflex that most people now have,” declares the salon owner, Sylvie Bourget. As she states, the awareness of your company goes beyond the web and what counts really is the quality of service that you offer to your clientele that will generate word-of-mouth. As a matter of fact, it’s because of its web site success that the salon has been contacted by La Presse to testify on the importance of a website for small and medium size businesses. Read the full article here published on January 6, 2015.

Come visit a friendly and unique experience

The “Les Anges de la Coiffure” is made of passionate specialists. Be it a haircut, a new-look or a wig consultation, you’ll find people ready to cater to your needs. Visit their website here.

Trust Amauta Marketing to create your website

5 years ago, the “Les Anges de la Coiffure” and Amauta Marketing collaboration started with the creation of a friendly website, followed by proper site management and the addition of fresh content (texts, photos) and finally by search engine optimization.

See the testimonial from the owner of “Les Anges de la Coiffure » on our web marketing services here.

Show your expertise and know-how, standout from your competition, attract new clients, give Internet users a reason to come and meet with you, and increase your revenues with your own website.

For companies looking to take advantage of the web to grow their business they have a choice of two ways to drive traffic to their web site: Search Engine Optimization (SEO) or Web Advertising. SEO can be a slow process and companies in competitive markets cannot afford to wait to get ranked on the first page of search results. This is one of the reasons there is more and more investment made in web advertising. “Web advertising is a marketing strategy offering quick and measurable results, and with the biggest return on investment (ROI). ”In fact, it is a Pay-Per-Click (PPC) system, which means that you only pay when an Internet user looking for your products or services on search engines, clicks on your ad to access your website. It is recommended you contact a web advertising expert with technical competences to manage your web advertising campaign.

Here is what he/she can do for you:

  • List relevant keywords
  • Manage your Google Webmaster Tool account
  • Establish your monthly PPC budget
  • Optimize your sponsored ads
  • Create your landing page
  • Provide daily follow-ups of your ad campaign
  • Measure results of your campaign

A Google Ads campaign can be expensive if keywords aren’t relevant, or if you don’t have the knowledge or time to do the management and necessary adjustments throughout your campaign.

10 reasons to hire a web advertising expert :

  1. Finding the right keywords is not an easy task

The search for the right keywords is important for the success on the web. Right away your web advertising expert will spend a lot of time on this and continue to monitor it all throughout a web advertising campaign. If you choose a wrongly targeted or irrelevant keyword, your monthly budget will quickly vanish, bringing you few or no results.

Here are the sources to look for keywords:

  • Google Keywords Tool (free)
  • Within the corporate communication of your company
  • From your competition (websites)
  • In your field of activity


  1. The writing of your ad can generate a strong conversion rate

One of the main advantages of working with a web advertising expert is their capacity to do a web review and competitive analysis. They know the landscape and how to analyze your competition’s advertising and create ads that convert based on their expertise. An ad with Google Ads is not as easy as it may seem, each word is crucial to increase the number of clicks on your ad, generate qualified traffic to your website, and convert prospects into new clients.

  1. Campaign follow-up and data analysis requires expertise

The foundation of any good web advertising campaign lies in the follow-up and data analysis. A precise analysis will tell you which ads and keywords are more likely to attract more conversions.

Google tracking code placed on your landing page or website requires basic know-how in HTML programming. It is best to ask your webmaster or programmer to do the installation for you. If you also wish to follow your sale leads from telephone calls, additional programming and expertise is then required.

  1. Are you fluent in web advertising terminology?

You probably know what “Pay-Per-Click” means, but do you know the meaning of: CPM, CPC, CPA? Are you still with us? And what about the difference between impressions, views and requests? Do you know what remarketing means? It is crucial to understand these words and terms to properly manage your web advertising campaigns.

  1. Tweaking campaign parameters can be tricky

In your Google Ads account, there are many parameters that you should understand and adjust to ensure maximum visibility to your sponsored ads on search engines.

Here are some essential targeting parameters:

  • Geographic zone: city, region, country, area
  • Monthly budget
  • Google Search Partners
  • Devices (smartphones, tablets, etc.)
  • Languages
  • Bid strategy
  • Ad display mode (starting dates/end, schedules and days)


Without a thorough understanding of these parameters and sufficient web advertising experience, you run the risk of paying way too much for non-qualified traffic. A web advertising expert can help you avoid these pitfalls.

  1. What is an efficient landing page for you?


Relevance is not only a word used in SEO; it is equally important in web advertising. The more relevant your landing page, the less you’ll spend to convert Internet users into customers. A web marketing expert not only understands the landing page creative principles, they also know how to evaluate its relevance. An A/B test is a technique used by web marketing experts to compare many landing pages and improve conversions. In fact, this comparison can often reveal a conversion rate difference between 1% and 5%.


  1. Knowledge of your industry and experience with other clients

There is a strong possibility that your web advertising expert has previously worked with other clients in your category. The majority of web marketing agencies won’t collaborate with your direct competition. However, if they have run an ad campaign for similar companies like yours in the past, that experience could be beneficial to you.

  1. Stay on top of the latest trends in web marketing

A marketing specialist stays informed on the latest trends by reading blogs, news websites and specialized press. They go to events (including networking) and conferences in the field many times a year to stay current. They can also count on valuable advice from partners and colleagues who all have expertise and their own specialties (programming, graphic design, writing, strategy, etc.).

  1. Do you really have the time?

If you run a company, you probably already have hundreds of tasks a day. Do you really have the time to manage your own Google Ads account and give it the necessary attention? Many marketing specialists approach web advertising with a more relaxed attitude thinking that it is simpler than SEO.

  1. Save by hiring a web marketing expert

With web advertising, you pay each time an Internet user clicks on your ad. That means your monthly budget could increase every month. Bad management of your Google ads campaign can drive up costs and increase exponentially. Unless you have the technical expertise, or Google Ads certification and SEO experience, you should always ask a web marketing expert to assist you, it will save you time and money.  A web marketing expert has the know-how in data analysis of your web properties (by using Google Analytics in particular) and they can provide an objective snapshot of your web presence. Then, your consultant will make the recommended changes to reach your objectives (awareness, conversions, sales). With a web advertising campaign such as Google Ads, you will get quick results (compared to SEO). This will generate targeted, qualified traffic and increase conversions and sales (for e-commerce websites).

If you wish to improve your web presence, increase your sales on your e-commerce website, or generate new leads on the web, trust Amauta Marketing and learn more about our web advertising service.


For the majority of companies, a website is the key destination for Internet users and a place for online shopping. Integrate these elements to your website to generate traffic, attract new clients and increase your sales.

  1. Optimize your website to improve conversions

Entice consumers to get in touch with you via a telephone number, a contact form or a direct chat tab. 66% of small companies do not have the contact form option to request information. Source: BIA/Kelsey

  1. Add a link to your social network pages

Platforms such as Facebook, Twitter and LinkedIn help prospects obtain the information they need to make a purchase, particularly reviews from other consumers. 7 out of 10 Quebec social network users (69.8%) follow at least one organization, company or personality on social network. Source: NETendances 2014

  1. Make your website mobile friendly

Offer a simple click to call option, utilize geotargeting (Google Maps), and offer business hours and product or service information. 46% of consumers use their smartphone to do a product and service search and geotargeting of companies. Source: Marketing Land

  1. Create a blog with relevant content

Develop useful and easy to understand articles to your prospects and make them easily accessible and sharable on social networks. Optimize your website content for search engine referencing with relevant keywords. 28% of people interviewed have declared sharing content with more than 100 colleagues and 59% of buyers share it with more than 25 colleagues. Source: CMO Council

  1. Use captivating videos

Use captivating videos to establish your credibility and attract visitors with product demonstrations and client testimonials. 85% of Internet users will screen a product video that triggers their interest for a least 1 minute. Source: eMarketer

  1. Make your website easy to use

Pages that take too long to load, broken links, pages using Flash and difficult navigation, are inconveniences that could make your prospects walk away. 40% of Internet users will leave a web page if it takes more than three seconds to load.

Source: Econsultancy