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Backed by its web marketing service offer, the new partnership between Amauta Marketing and VSM Marketing will propose to VSM clients a selection of services in web demand generation as well as traditional teleprospecting and direct marketing.

Marketing strategists from both agencies are offering their combined communication and digital marketing expertise in strategic development, planning, realization, creative content and project execution with the aim of acquiring new clients.

“Together, our two companies offer a 360° solution to give a vigorous boost to the growth of our clients”, says Nathalie Gauthier, VSM Marketing president.

One of the fundamental values of Amauta Marketing is to get involved, to show social responsibility and support the right causes. Few things make us as happy as developing partnerships which go further than traditional commercial relationships. Therefore, we are very proud to be part of the creation and launch of La Maison des Amériques!

Our role in the launch of this project was, as you can imagine, to create the website, as well as giving marketing advice. It has been not only an honour, but also a pleasure to work alongside this innovative and talented team.

A bit of information on this extraordinary project: “La Maison des Amériques is the meeting place of the Quebec Latin-American community and for anybody wishing to be in contact with it. La Maison des Amériques provides social orientation as well as cultural activities and business development opportunities in a warm ambiance and with a personalized, diversified approach all in one place. We regroup, around our special and daily activities, a large gathering of the Quebec Latin-American community as well as a large representation of citizens and visitors interested to create a living space where culture, knowledge, products and services are presented and offered by the natives of this continent. La Maison des Amériques’ mission is to become the central meeting point of the Quebec Latin-American community by offering social orientation, cultural activities and business development opportunities. We base it on experience acquired abroad by members of our community to facilitate the integration and personal journey of Latin-American immigrants to Canada.”

Amauta Marketing strongly invites you to visit the La Maison des Amériques website! It is not everyday that a brand-new house with an entrepreneurial, social and cultural vocation comes to life. And we are very proud to have contributed to its creation!

Audacity, perseverance and business acumen are among the terms chosen by the Centre d’Accueil et de Référence sociale et économique pour immigrants St-Laurent (CARI St-Laurent) to illustrate Hernan Cespedes’ journey to become President of Amauta Marketing.

Hernan has the honour of being contacted by CARI St-Laurent to be featured in the book published for the organization’s 30th Anniversary. The book features profiles of 30 immigrant entrepreneurs who have become successful in their own business sectors.

Our President has gladly accepted the opportunity to tell his story. He recalls his journey from selling newspapers at a young age in Lima, Peru to the creation in 2010 of his web marketing company here in Quebec.

Hernan arrived in Quebec at age 13 without knowing either of Canada’s two official languages, but he quickly embraced his new life. At school, Hernan was known for his contagious enthusiasm and his sense of initiative, and he headed many student associations both in CEGEP and later at McGill University.

He was also a founder of the Holà Montreal virtual platform which congregates Quebec Hispanic companies. He worked for many years at Mediagrif, a Quebec company specializing in B2B digital solutions.

Hernan recognized the potential of digital marketing from the beginning and took the time to learn as much as she could about the medium before setting out on his own. Today, he takes enormous pleasure in working with clients from Quebec as well as other Provinces, but also from the United-States, Latin America, and Europe.

His goal is to serve his clients with consistency and relevance and to show that anything is possible if one listens to the marketplace and works hard. It is his way to give back to his adoptive country and encourage new immigrants to achieve their dreams.

PPC advertising is an online marketing technique for search engines. Companies using this technique pay each time an Internet user clicks on their ad to visit their website. Its biggest advantage is that visitors are brought to their website immediately. However, there are many traps to avoid. Here are 9 of the most common mistakes preventing companies from getting maximum benefit out of their PPC campaigns.

 

Mistake #1: Not targeting by geographical zone

Whether you’re a local or international company, geotargeting your audience is extremely important. Avoid unnecessary expenses and only target regions that offer a maximum return on your investment. For small companies, a maximum return can only happen in a 30-kilometer radius on average. Furthermore, companies selling high-end services can benefit from a return on their investment by targeting high-end regions. Finally, big companies benefit by adapting their campaigns by country. A wide range of factors should be considered and can play a direct role in the campaign performance: such as available revenue, needs, spending habits, currency value, etc.

Mistake #2: Forgetting to remove undesirable websites

The excluding option allows you to remove partner sites with low yields originating from Display Search Network. Avoid losing thousands of dollars by removing websites or pages that are not a direct link with your target audience. To do so, select Networks tab then select Show All Details link beside Automatic Placements and remove all underperforming or undesirable websites.

Mistake #3 : Ignoring keywords corresponding options

Often times, PPC newcomers do not know the existence of the four corresponding keywords types. These options allow control over which searches will trigger the ad display and maximize client’s campaigns and budgets.

Here is an example with “Red Kite” as keywords:

  • Exact keywords: This type of search allows you to precisely target a particular group of potential clients. All searches with the exact expression « Red Kite » will trigger the ad display.
  • Exact expression: Searches containing one of the exact keywords, an expression or a variation will trigger the ad display. For example: “Red Kite” or “Miami Red Kite”
  • Large request: This type of search allows you to display your ad to a very large audience. Searches containing typos and synonyms, associated searches and other pertinent variations will trigger the ad display. For example: “Kite” or “Ki-te”.
  • Large request modifying: Searches containing modified expression (or close variations but no synonyms) will trigger an ad display regardless of the order in which expressions are captured. For example +Ki+te.

There are many ways to create keywords. Keep in mind that a large keywords search is often less expensive than an exact keywords search and that it can be relatively well controlled with the exclusion of negative keywords. You can therefore do a larger search with lower offers while diminishing the search volume and doing another search with higher offers while using exact keywords. The trick is to simply keep those that work best in the campaign and put on pause those that perform less.

Mistake #4: Not using negative keywords 

Negative keywords are your filters. The addition of negative keywords is simple, it will make your life easier and will diminish search volume. You can find a long list through Google keywords tool in the tab “Keywords” and selecting “See all search expressions”.

Mistake #5: Not separating the two types of campaigns

Here we can only blame Google. Google strongly suggests to new Google Ads campaign creators to choose a Search Campaign. Google is of the opinion that a Display Campaign would be too complicated to manage for a newcomer. It is incredibly wise for companies to have segmented campaigns in relation to a Search Campaign. The reason is simple: in all likelihood, the performance will be definitely better in the search network with Selective Display. The separation of these campaigns offers maximum control on budget allocation, which allows you to harvest a higher return on investment in the first steps of the campaign. After maxing out your investment budget, it is logical to start developing the display network. A quick solution is to copy your campaign in Google Ads Editor, to rename your campaigns based on the network and to adjust the selected networks in the parameters tab.

Mistake #6: Selecting keywords with weak targeting

Lots of companies make the mistake of choosing too vague and too large keywords. Word relevance is paramount in PPC advertising if one wants to have a good return on investment. For example, a company selling cheese has “appetizer” as a keyword. Even though cheese could be considered an appetizer, the word appetizer is too large and too many elements can be included in that category: canapés, shrimp bites, macaroons, deviled eggs, etc. It is way more efficient to choose keywords that communicate not only the product or service (cheddar cheese, goat cheese) but also the intention (in this case “online fine cheese”). These better targeted keywords will bring back a higher yield.

  • Large request: This type of search allows you to display your ad to a very large audience. Searches containing typos and synonyms, associated searches and other pertinent variations will trigger the ad display. For example: “Kite” or “Ki-te”.
  • Large request modifying: Searches containing modified expression (or close variations but no synonyms) will trigger an ad display regardless of the order in which expressions are captured. For example +Ki+te.

There are many ways to create keywords. Keep in mind that a large keywords search is often less expensive than an exact keywords search and that it can be relatively well controlled with the exclusion of negative keywords. You can therefore do a larger search with lower offers while diminishing the search volume and doing another search with higher offers while using exact keywords. The trick is to simply keep those that work best in the campaign and put on pause those that perform less.

Mistake #4: Not using negative keywords 

Negative keywords are your filters. The addition of negative keywords is simple, it will make your life easier and will diminish search volume. You can find a long list through Google keywords tool in the tab “Keywords” and selecting “See all search expressions”.

Mistake #5: Not separating the two types of campaigns

Here we can only blame Google. Google strongly suggests to new Google Ads campaign creators to choose a Search Campaign. Google is of the opinion that a Display Campaign would be too complicated to manage for a newcomer. It is incredibly wise for companies to have segmented campaigns in relation to a Search Campaign. The reason is simple: in all likelihood, the performance will be definitely better in the search network with Selective Display. The separation of these campaigns offers maximum control on budget allocation, which allows you to harvest a higher return on investment in the first steps of the campaign. After maxing out your investment budget, it is logical to start developing the display network. A quick solution is to copy your campaign in Google Ads Editor, to rename your campaigns based on the network and to adjust the selected networks in the parameters tab.

Mistake #6: Selecting keywords with weak targeting

Lots of companies make the mistake of choosing too vague and too large keywords. Word relevance is paramount in PPC advertising if one wants to have a good return on investment. For example, a company selling cheese has “appetizer” as a keyword. Even though cheese could be considered an appetizer, the word appetizer is too large and too many elements can be included in that category: canapés, shrimp bites, macaroons, deviled eggs, etc. It is way more efficient to choose keywords that communicate not only the product or service (cheddar cheese, goat cheese) but also the intention (in this case “online fine cheese”). These better targeted keywords will bring back a higher yield.

Mistake #7: Not testing your ads

Testing ads is part of a PPC campaign development process. This step is indispensable to determine which words, sentences, and final offers to call out to your target audience. It allows you to improve and optimize campaign performances. For starter, try to test 3 ads per ad group. Test first 3 different ad models. Once you have 300 clicks sampling per ad, you should be able to start determining keywords performance and underperformance. Make sure to not only evaluate click rates. A high click rate can indeed affect a campaign even though it doesn’t generate conversions. For the second phase of testing, experiment by refining your keywords to generate more conversions. You should notice that by using strong adjectives such as “powerful” or “free”, your ad generates more positive results. Once again, keep your first winning ad as a model.

Mistake #8: Sending Internet users to the home page

The PPC golden rule is to control the user experience as much as possible. Use research, tests and analysis to discover exactly what makes them tick. Provide an attractive visual experience in response to their needs. If you send a user to the home page, you will see your budget quickly fly away when they click on your “Mission Statement” or “Site Plan” before leaving the page. Instead, use a landing page as close as possible to their search intentions. This should include heads, content, copy, images, and call to action buttons.

Mistake #9: Not following up on conversion

What abruptly ends a PPC campaign is the absence of conversion follow up. Conversion data is important because it allows users to quickly understand the campaign, ad groups and keyword’s financial return. This data affects all aspects of ad campaign optimizing from performance tests to landing pages up to bidding adjustments.

 

 

Today, more than 50% of consumers use mobile devices, such as smartphones and tablets, to search for information on the web, visit a website or make a purchase. People are increasingly abandoning their desktops and laptops since they have their mobile devices with them all the time. This is why your website design should adapt to smaller mobile devices. In fact, your design should adapt to all devices i.e. desktop, laptop, tablet and smartphone. What you want is to create a unique and optimized experience for users independent of the device being used. A traditional website with fixed width doesn’t do it anymore. Unfortunately, there are still many companies with non-responsive websites. If you have competition in your market or your company needs to be online to generate revenues, here are 10 reasons why you need a responsive website sooner than later.

Reason #1: Google recommends it

Google now sees responsive websites as the best practice to follow to optimize mobile users online experience and reach this targeted audience. Google will show preference for responsive websites on its search engine if the search is made from a mobile device. This is particularly true for local search. When we remember that Google owns 90% of the market, it is essential to fully understand the reach and scope of a responsive website on your business growth.

Reason #2: One website, many devices

Providing a positive user experience through multiple platforms and screen sizes is the most critical aspect of designing a responsive website for today’s mobile world. For example, if you’re at work looking for a birthday gift on your smartphone, and then you go home and keep searching on your desktop, if the website is responsive, you won’t have to redo all the search steps to find the product. A responsive website really simplifies your life and your clients will be grateful.

Reason #3: Easier to manage

Owning a traditional website as well a responsive website means two Google Ads campaigns, two SEO campaigns and separate Google Analytics reports which could be complicated to manage. Managing one website is easier.

Reason #4 : Positive user experience

When mobile users land on a non-responsive website, they have a tendency to leave right away, and in result, a business opportunity is missed. In fact, if a user lands on your website and becomes frustrated because it is tough to navigate, according to Google Think Insights on Mobile, there’s a 61% chance that they will leave to go to another website. On the other hand, data shows that a positive experience on a responsive website make the user 67% more likely to buy a product or service. It is imperative to update your website, so it adapts to mobile devices.

Reason #5: The importance of your web presence
If you have incorporated a business blog and a social networks strategy in your web marketing campaign, you have probably noticed a significative increase in your mobile traffic. A recent ComScore study shows that 55% of social network consumption (Facebook, Twitter, Pinterest, and Instagram) happens on a mobile device. By being active on social networks, and by adding links to your responsive website, you will notice an increase in activity of users and visitors. And If your links are shared, your website will get a higher ranking on search engines.

Reason #6: Better for your SEO

As a general rule, responsive websites adapted to mobile devices work better and are easier to maintain. If you decide to create a separate responsive website, remember that you will have to build this website domain authority and reputation from scratch. Who needs that much trouble? It is much easier and more profitable to update your existing platform and make your website responsive to mobile devices. You will then keep your existing traffic and the domain name you already have.

Reason #7: Friendliness is a must for small business

The majority of people uses their smartphone many times a day to go on the web. This routine inevitably brings a reduction in web surfing on desktops. More than 90% of mobile users search for local business on their smartphones. These mobile users invariably contact the business within 24 hours. Consequently, the more your company is friendly i.e. responsive, the more you will increase your sales.

Reason #8: S for speed 

Content for each page on a mobile device or tablet should load within 1 or 2 seconds as per Google Page Speed Developers. Your visitors are busy people and if the website takes too long to load, they won’t wait. They will click away from your website and visit one of your competitor’s instead.

Reason #9:  First E-commerce, now M-Commerce

Over the last five years, the most important e-commerce growth sector is m-commerce. In other word, using mobile devices to make online purchases. It accounts for 74% of e-commerce growth. Professionals believe in mobility so this will continue to grow e-commerce in the coming years. This spectacular expansion has incited small business to reorganize their business websites. You can also benefit from this m-commerce growth and convert mobiles users into faithful clients.

Reason #10: Simple and not costly

To put a responsive website in place, one that is adapted to mobile devices for your business, doesn’t have to be expensive. As is typical with new technology, prices are much lower now. You can get a dynamic and fluid web destination without having to dig a big hole in your budget. In many cases, you won’t even have to build your website from scratch. Your developer is more than qualified to explain the best possible options for you.

The future is mobile!

As you’ve noticed, having a mobile-friendly website is an indispensable tool for your web marketing campaign. Since mobile devices will become more popular than office desktops over the coming years, your company shouldn’t miss the opportunity to generate additional sales. At Amauta, we are responsive website production specialists. Get in touch with us today to better understand how we can help you.

The Montreal web marketing agency, Amauta Marketing, is proud to announce the addition of four new web mandates. First, one of the most important financial recruiting agencies in Toronto, The Mason Group, has chosen Amauta Marketing to take care of its search engine marketing strategy for the Ontario market. In addition, the paying referencing campaign management services of the agency has been retained by two local companies, Plomberie Aquatech and Les Intallations Électriques Marcel Tessier, while AMP Lock, known for its anti-theft locks, is also part of the new roster of clients.