The importance of KPIs in digital marketing…

The importance of
KPIs in digital marketing.

KPIs in digital marketing

20/11​

Digital Marketing KPIs or Key Performance Indicators are quantifiable goals which help you to track and measure success. There are a number of reasons why using specific KPIs are important in digital marketing. Here are some of them:

First and foremost, accurate and up-to-date information about marketing and advertising efforts lead to better decisions. Things move quickly in digital advertising, and it’s important to be able to try things quickly when necessary, in order to remain agile and responsive to market changes. Armed with current data and information about the performance of your current ad campaign, you can shift more money and effort into the tactics that are producing the best results and away from underperforming contexts.

Secondly, the things that you measure on a consistent basis tend to get more of your time and attention. This ultimately leads to better results as well.

Finally, tracking KPIs in your digital advertising program helps you replicate successes in the future while simultaneously avoiding past failures. Data points that illuminate the specific steps taken in past successful campaigns can then be integrated into future ones for an improved shot at those same results, or better.

The aim of this post is to help you set proper digital marketing KPIs to measure what really matters in a way which all parties can agree on.

Choosing what to measure:
The most important part of setting a KPI is choosing what to measure. You really don’t want to go wrong at this stage but don’t worry, it’s pretty simple – just make sure you measure factors which will have an impact on your organization’s targets or goals.

Often KPIs are connected to a “conversion”. This can be defined as any valuable online interaction somebody has with your online presence. It’s up to you to define what to track as a conversion depending on what you’re looking to achieve. As a general rule, conversions should be specific (i.e. easily to define and measure) and significantly beneficial (E.G. a user filling in a contact form on making a purchase).

What should you measure
Quantifiable metrics which align with the goals of your organization? These will often be sales or leads. If you work for a start-up it might be too soon to measure leads but you can always measure reach and engagement.

Leading Indicators. A leading indicator is used by economists to give an indication of which way the economy is headed. A leading indicator is useful in marketing as it can show that your time and effort is starting to have an impact even if it hasn’t yet had significant results. As an example, you might measure how many people have spent over 3 minutes on your site even if they haven’t filled in the contact form.

What you shouldn’t measure
You should not measure things you can’t impact. If you can’t change it, there’s no point it being a KPI.

Also, it is not proper to measure narcissism metrics. The classic example of a vanity metric is a Managing Director who wants to be at the top of Google for a keyword that doesn’t provide any traffic which converts.

Conclusion:
In general, KPIs are a useful way for Digital Marketers to set expectations and prove that their work is having a positive impact. To outsiders, the success of digital marketing activity can be seen as difficult to measure but this really isn’t the case. In fact, it’s normally easier to measure progress for a digital campaign than an offline one. In reference to the above conclusion, it is equally important for a digital marketer to be able to identify what kind of KPIs should measure and what should avoid considering for measurement.

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The benefits of Facebook Custom Audience

The benefits of
Facebook Custom Audience

Facebook Custom Audience

18/09​

Facebook is considered one of the most effective digital advertising channels and maybe the only that can be used in all the phases of the communication funnel.

One of its main strengths is the advanced audience targeting capabilities that are based on several criteria such as demographic (gender, age, marital status) geographic (Nicosia, Larnaca, Limassol) and interests of the user (sports, cooking, pet lovers etc).

One additional but powerful type of targeting option that Facebook provides is the ability to create custom audience based on past-behavior of the user. Some examples of past-behavior can be purchasing a product, visiting a website, or intention to purchase a product. Facebook also offers the option to the campaign manager to expand significantly the custom audience with people with similar characteristics (Look-A-Like Audience) and eventually create a re-targeting campaign based on these expanded audiences.

There are four main sources of custom audiences:

1.Customer/Contact List

The strongest source of custom audience is a company’s CRM data or an e-mail list collected from existing or potential customers. This kind of lists enables advertisers to target directly to existing client base for client retention. Moreover, it enables you to target new customers with similar characteristics through look-a-like audience tool. Please consider that advanced e-mail marketing platforms like MailChimp or GetResponse have direct integration with Facebook so e-mail lists can be uploaded directly to Facebook custom audience builder.

2.Website Visits

Website visitors is another powerful source to create a custom audience. Usually, people that visit a website and spend significant time in it, is a signal for intention or interest to purchase company’s product or service. In order to be able to track visitors’ s presence and behavior a Facebook tracking pixel should be inserted into the website.

3.Audience through an app
It is a common practice for many people to download an app but eventually not to proceed to further action or even use of it. The fact that people downloaded the app is a signal that intent to use it. It is recommended to create a list of those people and create custom audience in Facebook for further targeting or re-targeting.

4.Engagement custom audience
People that have already interacted or engaged in any way with your Facebook or Instagram page (posts, events, videos, forms) seems to be eligible for re-targeting. This kind of custom audience is not the strongest but still is a source of users that seems to have an interest into your product or service.

In summary, creating a Facebook custom audience is a strong tool for effective digital performance. It is based on past behavior of the user with possible intention or interest to purchase a company’s product or service. Similarly, Facebook enables you to expand the audience with users of similar characteristics through Look-A-Like Audience tools.

If you are interested to learn more about social media management and how to help you expand your business, feel free to contact us on 22 010 018 or send us an email at [email protected]

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What is a landing page and how can it help your business?

What is a landing page and
how can it help your business?

Landing Page

16/09​

A landing page is a page on your website where you can offer resources from your business in exchange for a user’s contact information. A well-designed landing page can help you track the user’s behavior from their first click to the last step so it can use the trackable results as a remarketing audience.

A digital marketer can capture user’s contact information by using a lead generation form, where visitors can provide more details like their name, email address, phone number, country or anything else you want to know about your visitors.

A landing page can be easily created and there are number of tools and ready-to-go templates available online to help you build one. You can customize your landing page to your brand’s look and feel and include your own information or questions, which can help you to collect the essential details of your leads.

You can also set up tracking codes on your landing page, which will allow you to track the audience that visits your landing page. This audience can later be targeted again through campaigns, with the purpose of converting them into leads (if they didn’t convert the first time).

Similarly, if you already have a website, with tracking codes set up and therefore a custom audience, you can also target that audience with a campaign, sending traffic to the landing page to get them to sign up as well.

If you want to create a landing page that converts, it is wise to have the below points in mind:

1.Always use a CTA (Call to Action) button: The most common CTA’s involve a button that stands out. You can use a message like apply now, sign-up or register. Simple and easy. 

2.Keep it simple: If you want to begin with a small description, go for it, but keep it simple and readable. Then, in your sign-up form, use three or four easy requirements, such as name/surname, phone and email. This will help you collect all the necessary information.

3.Relevance: Using an image in the header of a landing page makes it more attractive to the audience. Images give the feeling of creative content and most of the time tend to influence their behavior. Also, the text looks a bit smaller when relevant images are included.

In general, landing pages perform much better in terms of user’s conversion in comparison to a standard website page. In other words, well-developed landing pages improves the overall conversion rate of campaigns and consequently may lead to future sales.

In case you want to learn more about landing pages, you may contact us on 22 010 018 or send an email at [email protected].

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7 Steps Of A Good Search Engine Optimization (SEO) Strategy! ​

7 Steps Of A Good
Search Engine Optimization
(SEO) Strategy!

Search Engine Optimization

11/09​

SEO (Search Engine Optimization) is the process of improving the quality and quantity of website traffic by increasing its visibility to users of a web search engine. It is considered as one of the best strategies to increase the organic traffic on a specific website and to improve the unpaid results. Any direct traffic or paid search placements are not part of SEO strategy.

Even though, there is a debate whether SEO requires high-level of technical skill or special coding knowledge, the truth is that people with such skills have more chance to provide top level results. This is obvious since SEO professionals need to make recommendations about page speed, rendering, lazy loading, server redirects, microdata tagging, and basic HTML tags. On the other hand, there are a significant number of successful SEO experts that do not have these kinds of skills.

In general, there are 7 important steps that every SEO specialist should follow in order to enjoy top organic presence in the search engines:

1.Proper SEO planning
An SEO plan is the most effective key in helping you meet your market goal by analyzing the type of your future customer. By better understanding your target market and creating the right strategy, you have to find your consumer’s behavior to drive effective data. Companies with no SEO plan will probably fail easier than others who follow their strategy guidelines. To keep things short, you have to understand how to boost conversions, stand out against competitors to make sure have the best possible ROI (Return on Investment).

2.Keyword List
Keywords are important because they are the cornerstone between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a golf shop, for example, you might want to rank for “new clubs” — but if you’re not careful, you might end up attracting traffic that’s interested in finding a new place to dance after dark.

Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with tools like Keyword Explorer, Google Keyword Planner, KeywordTool.io, Jaaxy and many more.

3.Provide High Quality Content but also make sure to update regularly
When it comes to SEO, content is the king and the queen together! Quality content is the number one driver for high search engine rankings and there is no substitute for great content. Quality content created specifically for your intended user increases site traffic, which improves your site’s authority and relevance. So, it is essential to spend valuable time to fine-tune your web writing skills.

Beyond page URL, title, and headings, content is most influential on search engine rankings. Repeat your keyword phrase several times throughout the page—once or twice in the opening and closing paragraphs, and two to four more times throughout the remaining content.

Don’t forget to use bold, italics, heading tags (especially an H1), and other emphasis tags to highlight these keyword phrases—but don’t overdo it. You still want your language and writing style to read naturally. Never sacrifice good writing for SEO. The best pages are written for the user, not for the search engine.

4.Update Your Content Regularly
You’ve probably noticed that we feel pretty strongly about content. Search engines do, too. Regularly updated content is viewed as one of the best indicators of a site’s relevancy, so be sure to keep it fresh. Audit your content on a set schedule (semesterly for example) and make updates as needed.

5.Link building
Link building sounds simple but is the main process of getting other websites to link back to your website. All marketers and business owners should be interested in building links to drive referral traffic and increase their site’s authority. Furthermore, building a link is one of the most important tools as plays a major role in how Google ranks web pages and it’s also a proven marketing tactic for increasing brand awareness, therefore organic traffic. Getting customers to a website through link building is only half of the battle; keeping them is the difficult part.

Focus on creating relevant links within the text. Instead of having “click here” links, try writing out the name of the destination. “Click here” has no search engine value beyond the attached URL, whereas “University of Athens Enterprise Program” is rich with keywords and will improve your search engine rankings as well as the ranking of the page you are linking to. Always use descriptive links by linking keywords—it not only improves search engine optimization, but also adds value to your readers, including those with disabilities or who are using screen readers.

6.Improve the technical performance of the website
Another area of SEO to focus on is technical SEO, which refers to improving your website’s technical aspects to help Google crawl and index it more effectively and improve your rankings. Crawling refers to Google reviewing and analyzing your site, and indexing refers to Google organizing and storing your content so that it can appear in search results.

Some of the technical SEO factors you should pay attention is the site speed, mobile friendly design and proper format of robot.txt.

7.Upgrade your website’s design and user experience (UX)
When deciding how to rank your page, Google also takes into account how users interact with it. That’s why the next step of our SEO tutorial is to make sure your page is easy to use and enjoyable to look and navigate. It is worthwhile to work with a web design company that can optimize your site for search engine.

Having successful SEO strategy is important for companies to enjoy long-term success of digital performance. Hiring an SEO specialist might be the optimal solution but in case there is no budget available is a good start to follow the above recommended steps.

In case, you need to discuss further how to improve your search engine rankings organically, please free to contact us at 22 010018 or info@adap.digital

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