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Digital Marketing Best Practices: Preparing for digital advertising

Digital Marketing Best Practices: Preparing for digital advertising

Hey folks this is Ryan Nicholson with
TSL marketing. This is the first video in our series about digital marketing best
practices. We’re going to be talking about search engine optimization, we’re
going to be talking about content and offer creation, and we’re also going to
be talking about some paid advertising. So we’re going to go into best practices
that organizations should use when they’re building out their websites, when
they’re building out content and offers for their websites, and when they’re
looking to try to promote content and offers on their websites through paid
advertising channels like Google AdWords, Google Display, and places like LinkedIn. So what do you need to do to make sure
that your website is ready for digital advertising? You need a healthy website.
This means you have a website that’s fast loading. PageSpeed is
super-important folks who come to your page, if it’s slow loading, that you’ve
paid for that click, they come to your advertising and they land on your
landing page and they get a slow loading page, they will abandon that page. So you
paid for that click but that person never actually lands on your page. So
it’s just really important to be aware that the page load time is really
critical because you’re going to pay for a lot of traffic that’s going to bounce
away from your site if your site isn’t fast loading. Also, think about the mobile
user experience and this isn’t just having a site that renders in the right
size screen, but it’s thinking about aspects of how that page loads for a
mobile user, that are different from the desktop user. So, a mistake that I
routinely see is a page that will say “fill out the form to the right to
download our whitepaper” and in a mobile device that form may be under that copy,
it may be above that copy, because of how it’s rendered. Also, if you
do have forms consider, you know, do give them the same amount of form fields on a
desktop landing page as you do a mobile landing page. You may consider
reducing down the number of fields required for the mobile version of your
site. And then, it’s also going to be really important to make sure that your
pages are in alignment with the reason that someone is clicking through to the
page and so you want to see symmetry through copy, symmetry through
the images that are in your advertising. And, this is especially important if you
think about it from a a search advertising perspective.
So, you’ve paid for certain keywords and you learn to send traffic to the to your landing pages, based on someone using
those keywords in their queries. Well if they get to those pages and you don’t
have those words or phrases in the page, you’re not delivering up the best
experience. We certainly say to folks, you know think about your website from
an SEO perspective. So many of the same rules that govern what makes your page
preferred by Google in search; are there in search advertising as well and so
that’s going to affect your quality score. So, Google will certainly send
people to a page that is less than ideal as far as its relevancy to the query, but
you’re going to pay more. So, how does Google understand what’s on the page? They’re going to look at things like the page title, they’re going to look at the
copy on the page, they’re going to look at the header structure on the page; to
start to get understanding of what the page is about. So, is this page relevant to the query? So, these are important factors to think
about whenever you are going to drive paid traffic to a page, is you want to
provide that user with a good experience. In addition to that, are your pages
easily to navigate, are your pages scannable? Can I quickly, coming from an
ad, scan through your page and know exactly what it’s about and what I’m
going to get from you – so lets say, if I fill out a form. We’re also encouraging
folks to secure their sites because if you haven’t noticed, sites that don’t
have SSL, they don’t have that lock in the tops corner by the URL. Google,
especially if you have a Chrome browser, is now giving a message that says
submitting information on these pages may not be secure. So we’re really
encouraging folks to secure their websites as well, if you are capturing
any kind of customer information.

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