Tag Archive for: Google Advertising

Whether you are a big box store, a well-known restaurant, a local boutique or a digital agency, we all ask ourselves the same question: how can we generate traffic on our website and social networks?

Amauta Marketing in Laval, with clients in the greater Montreal area and across Canada, reveals its best strategies for 2022.

  1. Focus on Social Networks

If you are looking for more exposure or if you are seeking to quickly promote a product or service, social networks can help you reach your goals and go further. Take the time to prepare your release schedule, focus on your advertising messages and other information on your page.

Social networking will allow you to connect more directly, it will also enable you to influence leaders, create an attractive community and position yourself quickly in your field.

If you think that Facebook will give you good results, you are right. But it would also be wise to think about exploiting other social networks such as LinkedIn, which allows you to reach a more professional target, or Instagram to highlight photos of your products, for example.

  1. Online Advertising

From the outset, it must be said that online advertising is often more effective, easy to expand and less expensive than the more traditional advertising campaigns we have been so used to.

There are currently several types of online advertising. The most well known are: Facebook Ads, Google Ads, display campaigns (they are obtained by buying advertising inserts on websites or even applications), etc.

  1. Retain Your Clients’ Loyalty

It is important to know that your potential customers are curious and will look at the comments on your products and services. More and more popular on social networks and search engines, reputation management is becoming increasingly important.

Not only would it be advisable to respond to your Google or Facebook reviews, for example, but it’s equally critical not to leave an unfavourable review unanswered. Take the time to express your point of view and adjust it, if necessary.

In 2021, people are fond of stars and reviews, and they will be even more so in the years to come. Reputation management requires strict vigilance on the comments made as well as on the rating given to your products or services.

Finally, a 5-star rating with 3 reviews does not have much impact on potential customers. They are looking for a critical mass that will help them make their choice more quickly.

  1. Don’t Neglect SEO

For the past few years and for several years ahead, SEO will continue to play a key role in increasing the number of visits to your website.

For example, local SEO can quickly locate and find you. An optimized Google MyBusiness listing will ensure that you are quickly located on search engines. Even more, by doing local SEO on Google, you increase your chances of getting more hits on your website.

But there is another way to optimize your SEO. Organic SEO allows you to add content to your website, to make it more searchable and to give it more visibility. Nowadays, search engines are eager for content, but not just any content. Knowing how to write content for search engines requires both technical knowledge and the ability to find the right word. Frequency and regularity in your publications remain the watchwords.

In this perspective, the more unique content you put on your website with attractive photos, tags and links that lead to certain sections of your site, the more credibility you will gain and the more visible you will be. Be careful though! Your content must be plausible, based on true facts and be accurate. The length of your blogs will say a lot about your research and your interest in the subject. In short, entrust your blogs to digital specialists to increase your presence and your SEO.

Amauta Marketing, the Agency You Need!

In the heart of Laval, in the greater Montreal area and across Canada and abroad, Amauta Marketing innovates and propels its clients to their next level of excellence. An expert team takes the time to listen to you and offers you innovative digital solutions. Don’t delay, contact people who will team up with you to take you far!

The new collaboration between Amauta Marketing and MBA Research looks promising. MBA Research is located in downtown Montreal and specializes in marketing studies, more precisely in quantitative and qualitative research. They have mandated Amauta Marketing to set up and manage its web advertising campaigns.

MBA Research employs innovative methodologies and tools to survey representative, stable and well-defined samples of the Quebec population to collect precise marketing information. Their clients get quick feedback from segments of the population on different topics, notably on consumer habits. This helps their clients establish appropriate marketing positioning and strategy to drive sales.

MBA Research is a member of the Canadian Research Insights Council (CRIC), European Society for Opinion and Market Research (ESOMAR) a well as Insights Association, and fully respect practices and codes of conduct of these associations.

Amauta Marketing’s work will occur upstream and will consist of promoting the company on the web to generate interest of new panelists and to entice them to join the survey groups.

 

As of June 1st, 2019, Google will collect and return sales taxes (QST) to Revenu Québec. Google is now treated like any international digital companies such as Apple, Amazon, Netflix, and Spotify, and others who sell intangible products and services.

For healthier competition

The announced objective by Mr. Legault’s Government is to provide a more equitable commercial framework to local companies who have never benefited from this dispensation while making their prices more expensive for consumers with the QST. It is also a way to recoup more than $150 million dollars until 2022-2023, as explained by the Quebec Government in 2018. Revenu Québec supplies a list of the 76 companies subject to these new rules. However, the Federal Government is not following in the footsteps of the Quebec Government and still does not impose tax payment of 5% (GST) on the web giants’ products and services.

Your invoice should be modified as of this Saturday

Either using Netflix video services, buying online products on Amazon, or using Google Ads services to analyse your clientele or managing your online ad campaigns, you will see your invoice modified to showcase the addition of the QST as of this Saturday.

If you have any question related to this, do not hesitate to call us up. As always, we will be listening and will try to make you life easier.

September means it’s time to go back to school, and for Amauta Marketing, it means new additions to its client roster. We are proud to announce Kid Car New York, Montreal SOS Ticket and Desautels Faculty of Management at McGill University have retained the services of Amauta Marketing to increase their digital awareness and reach high quality Internet users with targeted Google Ads campaigns.

Kid Car specializes in the safe transport of kids in New York City and supplies cars with child seats adapted to their age group. Kid Car drivers are trained to install these seats correctly and are particularly sensitive to the needs of this young clientele. The company has asked Amauta Marketing to help increase the number of app downloads in the US market.

SOS Ticket provides legal aid for car owners in ticket cases. The company is active in the Montreal market and represents those who wish to contest verdicts against them. Their digital marketing needs include increasing its web presence and they have asked Amauta Marketing to create a tailor-made advertising strategy with Google Ads.

Desautels Faculty of Management at McGill University is known worldwide as one of the leading management schools. Its digital marketing objective is to increase its visibility with potential students in the United-States, Great-Britain, China and India, and they have asked Amauta Marketing to help them reach these markets.

The whole Amauta Marketing team is proud to be associated with these three prestigious clients and to assist them with using our digital marketing strategy and experience to build their brands

Again, this year, Google Partners has recognized the expertise of Amauta Marketing by announcing that two members of the Amauta team, Hernan Cespedes and Erik Barboza, have passed and obtained Google Ads Certifications in the following categories:

  • Search Engine Advertising Certification
    • Display Advertising Certification
    • Video Advertising Certification

In the web marketing world, technologies evolve rapidly. That’s why Amauta Marketing insists that its teams be aware of the latest changes and trends to better serve its clients’ needs. These certifications confirm our seriousness as your web marketing supplier.

To know if your Google Ads campaigns are efficient, you should be able to measure the conversion rate. That means you should be able to verify if your ad campaign leads to a conversion action, either filling out an information request form, or giving you a telephone call.

Offering just a phone number is not enough…

If customer phone calls are important to your sales, it would be an advantage to track exactly how an Internet user finds your number and makes the call. They can find you either through a Google search, or perhaps having seen one of your online ads. But how effectively is your advertising generating phone calls? You can track whether a customer has performed a keyword Google search, and called the phone number listed on your website, or you can track whether a call-only ad has generated a phone call.

But what if a potential customer calls you three weeks after having jotted down your number on a piece of paper? How do you determine that the conversion is a result of your Google Ads campaign?

… you need to trace the calls

Today, Google Ads has a solution: a JavaScript snippet to be installed on your website. This free feature identifies the calls made from the call number on your website following a Google Ad search. Every time an Internet user dials your number, the call is being automatically transferred to a Google generated number. One call, one unique number.

You can then know the origin of each call, link it to an ad campaign, and measure the conversion rate. You can easily evaluate the return on your investment (ROI) by comparing the number of potential clients reached and the cost of your ad campaigns. You can also have access to a monthly historical log to help you evaluate your web marketing strategies.

This call tracing formula is not often proposed when discussing advertising investment. Even though it is extremely efficient. Talk to us, as we know all there is to know about it.

The optimization of your PPC strategy is essential to maintain or improve your ad campaign’s performance on search engines. Knowing what steps to take or where to start can be confusing, so here are some tips on how to optimize your PPC campaign:

 

  1. Keywords

In a PPC campaign, keyword selection is paramount. To choose your keywords, focus on those that appear in the largest volume of search. It is best to limit yourself to 15-20 keywords per ad group. Poorly chosen keywords can cost you money, so it is a good idea to have a web marketing expert to help you. To learn more, read our blog posting on keywords.

 

  1. Search words vs. negative keywords

It is important to regularly review your list of search words and the keywords being used by Internet users. You could be surprised by what you find.

You want to be vigilant about what search words you DO NOT want to be targeting in order to optimize your ROI. This is called negative keywords, which lets you exclude search terms from your campaign in order to only target the right customers and increase clickthrough. This list of negative keywords can be shared among all your Google Ads campaigns.

We recommend that you list all the negative keywords you want: such as products or services close to yours but you don’t offer, words linked to job postings, names of your competitors, scandals or sensitive subjects you don’t want to associate your company with.

 

  1. Ad Testing

In all marketing initiatives, testing is recommended to maintain effectiveness. Web advertising allows testing opportunities like no other medium. You can create 3-4 banner ads (with different visual and copy elements) for the same keyword groups and then see how their clickthrough performance compares. You can then get a better return on investment. Repeat this process as often as needed, and remember, Google Ads uses an ad rotation system that shows the ads that are performing best throughout your campaign.

 

  1. Geotargeting

This may seem logical, but do not forget to indicate the geographical area in which you wish to have your ads shown. If you only provide services to the Montreal area, it doesn’t make sense to target the whole planet. If you analyze the Geographical Report and conclude that some Internet users are coming from locations that you do not want to target, you can exclude those locations (city, region, country etc.) the same way you do for negative keywords. This avoids wasting your advertising budget.

 

  1. Conversions

Conversions are considered customer actions that your company believes are valuable. They can include purchases, signups, downloads, web page visits or lead generation. To optimize your tracking of conversion actions, consider the following questions:

  • Does your conversion follow-up work?
  • Does the conversion action align with your company’s most important KPI (Key Performance Indicator)?
  • Is the conversion tag on the correct page of your web site or is the Google Analytics corresponding to the correct page and action?
  • Are you tracking too many conversions?

Web marketing experts recommend you follow no more than two conversion actions on Google Ads. For example, for an e-commerce website, it could be sales (a primary KPI) and shopping cart add-ons (a secondary KPI).

In contrast, with Google Analytics, you can follow secondary conversion actions like newsletter signups, downloads of a catalogue or activity on a chat.

The problem with following too many conversions is that each one has a different value; therefore, the overall picture can give a distorted perspective on your actual return on investment of your advertising dollars.

  1. Budgets

A PPC budget requires monitoring and regular adjustments which means you should allocate your budget according to the ad campaign or keywords performance. Keep in mind, often the name of your company or your brand has a high conversion rate, but this doesn’t mean you should invest more on these keywords. The more targeted for conversion, the better.

Bonus Tip: Bing Ads now offers a tool to estimate conversions based on your budget to make it easier and quicker to optimize your budget.

 

Final Advice

Improving and optimizing your PPC campaign is an on-going process based on Internet users behavior and search trends over time. The more you carefully target your keywords and ads, the more you improve your campaign’s performance and optimize your budget.

If you don’t have the time, patience, or knowledge to manage your Google Ads campaign, Amauta Marketing is here to ensure the best possible return on your investment based on your budget.