All About Google Ads Quality Score – and How to Improve It Fast

If you have been constantly increasing your budget for your ads and it doesn’t seem to do the job – try to look at your Ads Quality score. Google Ads Quality Score has a major impact on your campaign’s success and profitability. The Quality Score is a measurement of your ad’s relevance to what users expect. It’s defined as a number from 1 to 10, with 10 being the best. Google Ads uses that score to determine where your ad gets placed. For example, if your Quality Score is 7 and your competitor’s Quality Score is 8, then your competitor’s ad will appear higher in the search engine results page than yours.

There are a number of uncontrollable variables in Google Ads Search but luckily, you ultimately have control over your Quality Score and can take steps to improve it fast. At Arrow Digital, we focus on 3 main factors in determining your quality score – The Ads itself, the keywords being used and its relevance to your ad and the Landing pages. These three factors are all analyzed for relevance, and a score is then generated. According to a study by Analysis, the top two factors of the quality score are your landing page experience and expected click through rate (CTR). So does it mean you need to spend more? Not entirely. The higher your relevance/quality score, the better your click-through rate and the cheaper your cost per click. Meaning you will get more traffic and pay less for that traffic if you can produce a better relevance/quality score. So read more to know how exactly you can improve your quality score fast?

What makes a Successful Digital Marketing Campaign?

There are a lot of digital marketing channels available and it has become really hard to keep up with the trends and the complexity in the buyer behavior. The lack of alignment with the business goals and lack of technology has contributed greatly to the frustration of digital marketers in an already complicated industry. However, information is key and we gathered some crucial points to note for a seamless digital marketing campaign.

Have a clear goal in mind

Set up specific goals for your campaign. You want to increase sales? Make it more specific like increasing your sales for the holidays coming ahead by doing a flash sale on your website for 3 days. By making your goals specific you can then determine the next steps. Create a realistic framework. Identify Appropriate KPIs. Narrow it down to the ones that most closely represent your key target areas and will help you to stay on track and understand which of your marketing actions are actually working.

Identify your market

Collecting data to build your buyer personas has never been easier. Free analytics tool are available online and can be integrated to your campaigns. Thanks to this, we can now get insights to the buying behaviour of our customers through historical and real-time data. We can also see which devices they are on the most and what age group are they from and many more. Once we have correctly set up a buyer persona, we are now ready to make an outline of each phase of the buyer’s journey and find out which marketing channel would be ideal for our campaign.

Choose your digital marketing channel(s)

After researching our market, it is now time to choose our messenger. This is very important as this will be our medium to communicate with our customers.  There are a lot of Digital Marketing channel available – Email/Newsletter, PPC, SEO, Display, Video, Content Marketing, Social Media, Online PR and many more. Finding the right channel isn’t as hard as you might think especially once you thought of your goal. Going back to our previous example, the goal was to increase the sales for the coming holidays by doing a flash sale on the website. Since the duration of this goal is set to 3 days we can do a combination of PPC, Display, Social Media and Email Marketing. By doing a Shopping Campaign on PPC/Display you can now attract consumers who are looking for similar products on those 3 days while using Social Media and Email Marketing can help you build up the excitement by doing consistent ads on the days leading to the sale. Read More…

Coronavirus / Covid-19 | Top 10 Marketing Dos and Don’ts

In this time of fear and panic, the impact on businesses cannot be understated. Keeping yourself safe and healthy should be your number one priority, but for many entrepreneurs keeping your business running smoothly and afloat is a close second. To help guide you through these tumultuous times, we’ve compiled a list of 10 Dos and Don’ts for Marketing during the Coronavirus pandemic:

1. Don’t

Just Continue As Business As Usual.

It may seem obvious, but this needs to be said. Currently, countries are restricting flights, factories are closing, universities are moving fully online – this crisis is going to impact your business in one way or another. This is not the time to believe that your particular business is immune to it. It is also not the time to believe that the impact would be the worst for you, unless of course you continue business as usual.

2. Do

Rethink and Prepare

It is predicted that 40-70% of the world’s population will be infected with the Coronavirus by the end of the year; and some scientists are suggesting it may take over a year to create a vaccine and administer it for public use. Essentially, it will most likely get worse before it gets better. Part of being proactive is attempting to prepare you for any potential issues. Asking you some of these questions:

– What measure do I need to enact to make sure my customers feel safe?

– How will this change consumer demands?

– Will government intervention affect my business?

While you will still face obstacles, having a pre-emptive approach will put you in good stead and will get you more accustomed to the emergent approach to business strategy.

3. Don’t

Blatantly Self-Promote

Think timeliness. For most people, worrying about their food, health, and job and income is their primary concern, and self-promotion efforts will not stick. It is better to redirect those efforts to other marketing strategies that reflect your understanding of the issues that most are facing. Ask yourself this question:

“What can I offer my clients or the wider public that will help my business but will also be useful to them?” 

Depending on your business this could be anything from online seminars to financial planning. The point here is, at the moment, less can be more. Use this opportunity to restructure your plans. Read More...

What is Integrated Digital Marketing and Why You Need It?

The marketing trend is evolving. As a result, traditional marketing just don’t have that much impact and effectiveness like it used to. An expenditure forecasts report for 2018 by Zenith Advertising states that in 2018 alone, internet advertising has an estimated reach of $8.69 billion and took up to 54% of the ad market which is more than 3% from the 51% data in 2017. This has led to an increase of possible advertising channels on the internet. 

 

Digital Marketing vs. Integrated Digital Marketing

Gone are the days where the only internet advertising that matters is PPC. People only have one goal in mind – to get more clicks. It doesn’t matter if those clicks are turning to conversions or not. Flashy and huge pop-ups were the greatest thing during that time. Now, the internet has evolved to just Pay-per-click as it continues to. A popular type of internet advertising these days is called Digital Marketing. It basically consists of elements of internet marketing like branding, responsive or user centered design, search engine optimization, Google ads, analytics, social media and many more. 

Now what’s the difference between Digital Marketing and Integrated Digital Marketing?

Simply put, Integrated Digital Marketing utilises all the elements from Digital Marketing and strategically unify different marketing activities to not only make the campaign’s message clear and precise but also explore the best mix of digital marketing medium to do so.  Instead of all channels used in isolation it will now be carefully planned and integrated to match the different stages of the user journey towards conversation – Awareness. Interest. Desire. Action. Read More…