Running a Pay-Per-Click campaign has a myriad of benefits, from boosting awareness to increasing conversion rates. It is vital to many companies’ success. However, PPC marketing is not as clear-cut as it sounds. It is a bit tricky to navigate, especially if you are new to the trade.
One common mistake that marketers make when it comes to PPC marketing is neglecting to optimize their ad strategies. In fact, 53% of marketers optimize their Google Ad strategies only four times a year. Others even less so. Mistakes like these can cost you a lot in the wrong run.
In order to avoid confusion and disappointment when running your PPC campaign, it is important to take note of the most common PPC mistakes and how you can remedy them.
The keywords are the foundation of your ads. It is the first consideration that can jumpstart your ad campaign. Without the correct target keywords, your ad campaign will not take off. It must be something that anticipates your audience’s queries. What can your products or services give your customers? How can they benefit from it?
Not all keywords are equal, so simply picking whatever words remotely relate to your business is a big no-no. You must also remember to find a competitive keyword or phrases that your potential customers will likely use when they search, but not too competitive that they will be too expensive and hard to win in a bid.
Your keyword should not be broad that it can attract almost anyone looking for a general product, like sneakers, for example. A lot of people will be searching for it, so the competition is high. You would not want a keyword that is too specific either because then only a few will be searching for it.
An ideal keyword phrase should be a balance between the two. Find the words that can best describe your offering and phrase them in a way that will get you quality leads from your target market.
The Ad Copy Leaves Much to be Desired
An essential element of any PPC campaign, your ad copy should have two objectives: attracting the attention of users and compelling them to click on it. It sounds so easy, right? PPC ads, however, are some of the most challenging copies to write.
For one, there is a set word limit. You are also trying to vie for an audience with a decidedly short attention span. Internet users nowadays have grown wise over paid ads as well, ignoring most of the ads they see, apart from the most eye-grabbing ones.
Don’t despair though. There is a way around those obstacles. First, you must get to know your ideal customers. What do they want? And most importantly, what do they need? Getting into your potential customers’ shoes can help you understand their motivations, and you can then craft your ads by focusing on the benefits that they can gain from it. Your ad must match the goals of your ideal customers.
A good ad copy is created using simple, one-syllable words that are easy to read and grasp. You have only a few seconds to grab the attention of your customers, after all. Most users also prefer number and figures (like prices, specs, or discounts), so including them on your ad copy will lend you more authority.
The Landing Page is Not Optimized
Another mistake most advertisers commit when it comes to their PPC campaign is driving all the traffic to their home page. It’s a generic place that would not give much value to the visitors aside from introducing your brand.
When people search for a product or service, they most likely want information or already have the intention to buy. That is why linking to your home page is a grave mistake because this will confuse them and force them to navigate to the correct page where they can view your offerings. This can tire them out and make them decide to leave.
How to rectify this mistake? Create an optimized landing page that fulfills what your ad promised. If you have shown a buy 1 take 1 offer on a cleansing cream, do not take your visitor to a whole page of skincare products that can overwhelm them. Avoid disappointing your potential customers by being clear on their expectations.
An ideal landing page is clear, concise, and simple. It tells your customers what they are looking for, meeting their query with the information they are expecting. It is also important for your landing page to have a compelling call to action. Tell your customer what to do next. Do not lose the opportunity to lead them through the first step of your sales funnel.
PPC marketing is a work-in-progress. Making mistakes is unavoidable. But if you are aware of them early on, you can make sure to devise ways to avoid them. If it is impossible, then knowing all about them beforehand will help you find a way to fix them.
Five Simple Steps to Create a WordPress Website Online
There’s a very good reason that business owners and individuals alike have made WordPress the most popular content management system (CMS) in the world today. With a full 27% of the entire count of online websites in existence, there is no doubt that WordPress is worth a look when it comes to creating your own internet presence.
What makes this CMS so popular? Imagine a stylish, professionally polished, easy-to-use, ultimately customizable, and affordable website in half an hour or less. You do not need to know anything about programming, design, or the types of technical details web developers get paid big money for. Of course, you can hire one to set up your WP site with a unique style and tons of rich features, but it also presents a really accessible do-it-yourself opportunity.
All you need to get online, share your content, and build yourself a platform worthy of any activity is five simple steps.
Step #1 – Register a Domain Name
Creating a WordPress website is a lot like building your dream home. The neighborhood is the online world. Your domain name is the house address. It is what tells people where your website lives and helps them get there through search engines or when typed directly into their browser bar.
How do you choose a website address or domain name that will work well for your site? It all depends on what type of WordPress website you wish to build. Is it personal or is it for a company you plan to start?
To make your domain name more memorable and recognizable, follow these tips:
Keep it short
MarysHouseofStuffedAnimals.info would be a not-so-great domain name. PlushPetsbyMary.com would be much better. Avoid using the free version of WordPress that comes with a somethingsomething.wordpress.com domain version. It looks unprofessional, and your site will not have as many capabilities as a self-hosted website.
In order to get a self-hosted website, move on to step two.
Step #2 – Get a Hosting Package and Set It Up
If your neighborhood is the internet, and the domain name is your address, the hosting package is the plot of land your website gets built on. Many hosting companies exist, though there are some standout favorites like BlueHost and HostGator. For a very low monthly charge, you can host your WordPress website with ease.
Sign up for an account, enter your payment information, choose your package (a small one will do to start), and determine any extras you want to invest in. These can include extra security, domain-specific email addresses, and more. Read the contract and terms, digitally sign and process the payment, and you now rent a piece of digital property to build a website on. Remember to choose a random, secure password no one will guess or figure out.
Most website hosts have one-click WordPress installation in the administrative section of your control panel. If you cannot find it, read the host’s FAQ or engage the services of a web developer. After installation is complete, familiarize yourself with the basic navigation of your wp-admin screen. This is the admin section of your website where you will do everything from change the site name to post on your blog.
Before you start creating content, however, make your WP site look its best.
Step #3 – Pick a Stylish WP Theme
In the wp-admin page, click on Appearance and then select a new theme. There are over 125 million different free themes to choose from, and you can find premium options if you would like to pay for something a bit fancier or with more features. Your WordPress installation comes with three or four generic themes. Do not stick with any of these if you want a polished, modern-looking site. The last thing you want your website to be is ordinary.
Some themes allow you to change colors, fonts, layout, header graphics, and navigation style. For the most part, you can change things back and forth all you want and never really mess things up. It makes sense to have some idea of what colors and styles you want to use on your WordPress website from the start, though.
After installing a new theme or template, it is time to get acquainted with all the other possibilities.
Step #4 – WordPress Dashboard Exploration
The dashboard, aka the wp-admin page, has a huge selection of options down the left hand side. Click on them all, and see what they do. Ask your web developer for guidance if you hired one to help you set up the WordPress website. Read a tutorial or information provided by the hosting company. None of the selections are especially complex, and everything is quite user-friendly and intuitive.
One of the top reasons why WordPress is so incredibly popular comes from its ease of use. No one has to garner technical, insider knowledge to make their website look great. Pay special attention to the Plug-Ins menu selection. WP has capabilities you haven’t even dreamed of yet.
Step #5 – Build Your Pages and Add Content
Your WordPress website exists, and it looks great, but no one will take any notice if you don’t add content. First, tackle all the style issues like colors and fonts to coincide with your business or personal interests. Check in “Pages” and edit the home page to introduce the site to anyone who stops by for a look. Consider launching your blog with a new “Post.”
Although many choices exist, most WordPress website owners do not use every menu item very frequently. You may change themes sometime in the future, but not very often. You can add plug-ins when you need additional functionality, but this won’t occur every week or even month. The bulk of your attention will focus on the Media library, Blog posts, and Page content.
The pages and elements you choose for your WordPress website depend on the type of platform you want to create. A personal blog looks and feels a lot different than a corporate presence or an e-commerce site. WordPress CMS can handle them all, but they all start out with these five basic steps.
GDPR Compliance Guidelines for Web and App Development
Although the General Data Protection Regulation (GDPR) focuses on EU members, all websites and apps accessed by them have to follow the same rules as of May 2018. Web and program developers who do business internationally face extensive fines and penalties if they are not currently following the guidelines outlined below. Those that are must stay up-to-date with any changes or risk similar problems.
While this seems quite serious, the GDPR compliance guidelines do not demand much from site owners and app creators. Since you undoubtedly want to protect visitor and user data and identity just as much as they do, fulfilling the requirements makes sense for multiple reasons.
Why the GDPR Exists and What It Does For Consumers
The Parliament in Europe created the GDPR in 2016 as a way to protect consumer information using consistent guidelines throughout the EU. Prior to its effective date two years later, companies could choose their own methods of security. Some chose none at all, which was part of the problem. Now, the country of origin matters little. If you do business with EU customers, you must comply with GDPR regulation.
This security law provides security protection and control for individuals. Now, the consumers themselves decide what is done with their information and whether app or site developers and business entities can collect it at all.
Other requirements exist in the GDPR documentation. They include requiring some companies to hire data protection officers, details about transmitting data across EU borders, and general security measures. While all of these criteria should have been in place for a year or more by now, keeping up to date with compliance matters just as much as implementing it at the start. Ensure that everyone at your company understands the importance of GDPR compliance.
6 Steps to GDPR Legal Compliance
Developers have multiple options when it comes to implementing GDPR regulations and protecting users from security issues. Please note that these regulations apply to all international companies, sites, and apps. You still have to follow these steps if you operate outside the European Union. Whatever methods you use, the steps to creating a compliant app or website remain the same.
1 – Every User Must Give Informed Consent to Data Collection
Definitive consent requires the app user to check a box, select an answer, or type certain words before clicking on an “Accept” button. This guideline attempts to ensure they understand what they are consenting to beforehand. This part of the regulation primarily affects mobile access and signups to account-based systems. Data may be given freely through a form or gathered remotely.
2 – Offer Quick and Unlimited Data Access to Users
Privacy policies should give clear information about what data is collected, how it is used, and how the individual can gain access to their own. You must inform them why you gather information, how it is used, and who you share it with. Always stay informed about whether particular data types can be shared with third parties. Some, such as legal or medical information, may fall under other laws and regulations.
3 – Keep Current With All GDPR Regulations
Data protection officers, GDPR-knowledgeable employees, or outside service providers like Spider Teams stay in the know about necessary regulations. This allows you to stay current, legal, and avoid penalties. At this point, you are a year out of date if you have not yet complied with the rules. Avoid penalties up to 4% of total company value by catching up quickly.
4 – Allow for Data Portability for Specific Users
Not only can users gain access to their own data and learn what you do with it, but they can also request that you use it in different ways and share it with other apps, companies, or individuals. Of course, the transmission of any data requires full security measures in place.
5 – Provide Methods to Stop Data Use or Delete It Completely
Terms and policies clearly displayed for your site or app must include instructions on how to delete all their user data if desired. Also, they have the right to stop you from sharing information with third-parties at any time. They do not have to lodge a complaint or give a specific reason. According to the GDPR, their basic objection to its use is enough.
6 – Use the Best Quality Security Systems to Protect All Data
All web and app developers should provide the utmost in security even without the risk of GDPR fines and penalties. It also requires periodic Data Protection Impact Assessments to maintain appropriate levels of safety, identify any potential risks, and close loopholes or destroy vulnerabilities in the program. These responsibilities exist even without the EU’s official rules. If your users’ data falls into the wrong hands, it could mean company failure.
If you currently fail to provide any of these individual rights when it comes to data consent, usage, or handling, consider scheduling a security audit as soon as possible. Update terms of service, privacy policies, and data collection compliance forms. Create or adopt systems to turn to if a user asks for their data, information sharing, or removes consent to use it at any time. Improve security to stop data breaches before they start, but always have a method for minimizing damage after the fact just in case.
As the deadline for GDPR compliance has passed a year ago, this list serves as a tool to remind you to fulfill all compliance requirements and keep them up-to-date. If you have not taken steps yet to secure data and give users control over their own consent and information usage, do not wait a moment longer. Spider Teams provides comprehensive coverage for all potential GDPR compliance problems. Contact us today to avoid potential fines and lost business.
What’s the Difference Between a Web Designer and Web Developer?
To those unfamiliar with website development, the roles of web developer and web designer sound interchangeable. While it is true that both are key to building a website, there are notable differences in their responsibilities and skillsets. Here is what you should know about these two roles when preparing to hire for your project.
What Is the Role of Designers?
Designers focus on the look and feel of the website or web application. From page layout to field positioning to navigation, web designers are the ones primarily responsible for the user experience. They have a thorough understanding of graphic design and information flow, and although they may be experienced with front-end programming languages such as CSS, HTML and Javascript, their work is primarily completed with tools such as Adobe Photoshop, Illustrator, InDesign and wireframing software.
What Is the Role of Developers?
There are front-end and backend developers. Front-end developers are the ones who are usually mistaken for designers. They use CSS, HTML and Javascript to make the user interface of the application or website operate as planned. Backend developers use programming languages such as Ruby on Rails and Python to ensure the unseen aspects of the site or application such as data storage and reporting capabilities function appropriately.
You may come across the term “full stack” when reading about developers. It refers to a web developer who is experienced with both front- and backend programming languages.
What Should You Expect When Hiring?
First, you should expect to pay more for a developer. Second, you should expect to work differently with the two. Designers are right-brained and creative and expect more freedom to use their intuition. Developers, on the other hand, are more left-brained and logical in their thinking and require specific instructions to complete their jobs.
It takes a whole team to bring forth a fully-functioning website or application. Understanding the similarities and differences between a web developer and designer is a pivotal first step in ensuring the success of your project.
Is There a Difference Between SEM and SEO?
Internet activity has exploded in the last few years. The unprecedented growth in all areas from online shopping to conducting research has resulted in even the smallest company having a website. Employing SEO and SEM helps the right people find your products and services in a vast sea of competitors. While these terms are often used interchangeably, there is a difference.
What is Search Engine Marketing?
Search Engine Marketing is part of an overall marketing plan and a subset of an internet marketing strategy. It’s the set of techniques used to get more search engine visibility, either through ads or from SEO. The goal is to promote your website primarily through paid search and contextual advertising.
What is Search Engine Optimization?
Another type of search marketing is organic placement, also known as SEO. This is the set of tactics used to increase the number of visitors to your website. By employing on-page and off-page techniques, your site can move up on the search engine results page so that more web searchers can find it.
On-Page activities use tactics within your site’s pages to help visitors find them. They include:
Off-Page activities are measures taken outside the website to improve your search engine rankings. They include:
Millions of organizations are online worldwide. Understanding the differences between SEO and SEM and how they are used is imperative to being found by your target audience. Developing an effective marketing strategy using these techniques can increase your website traffic and improve your return on investment.
Should You Obtain an SSL Certificate?
You have taken the time to design a website that you are proud of. You carefully crafted both the layout and content, but did you think about site security? If your website does not currently have one, you should consider obtaining an SSL certificate.
Why It’s Important
An SSL, secure socket layer, acts like a cocoon, protecting online communication sent between a website’s server and a user’s browser. Any website that collects personal data, such as addresses, phone numbers, user names, and passwords, should have a certificate. Possessing an SSL is also extremely important if your site conducts e-commerce, particularly if you want to maintain the trust and confidence of your site’s visitors.
Benefits of Having an SSL
Some websites neither participate in e-commerce nor collect personal information. Can an SSL still benefit these sites? The answer is, yes.
Greater Visibility
One benefit of an SSL certificate is the increased likelihood of your site getting a higher ranking in search results. In turn, a higher ranking may help increase traffic flow. This advantage illustrates why websites that do not collect personal data or conduct e-commerce should consider obtaining an SSL.
Increased Visitor Confidence
Another big advantage of an SSL is the trust and confidence it provides people who visit your site. People know a site is secure when they see a closed lock and a green “HTTPS” in the address bar. Like the security sign you may have in your front yard, this signage lets everyone know that you are serious about protecting information shared on your site. With the threats of malware and computer hacking constantly lurking in the shadows, few people are willing to visit and share credit card and other personal information on sites that appear vulnerable.
A Wise Decision
Many factors contribute to a website’s success. Regardless of the nature of your site, drawing traffic is key. Internet users are more likely to visit sites that are secure and easy to find. An SSL certificate enables your site to have both of these characteristics.
3 Reasons to Hire a Professional Web Designer
Whether your website is for your business or a blog, you want your site to shine. You also want to know that your content will be seen by the right audience. Hiring a professional web designer will ensure that you have one of the best sites on the web.
It won’t matter how many hours of work you put into your website if your audience is unable to find your content. The perfectly designed website will help your audience find your site, and your designer is likely to know how best to reach different types of audiences. Viewers will also be more likely to spend time on your website if it’s easy to use, and you’re likely to see your audience grow.
Trying to design your own website can be a hassle. Searching for software, looking up tutorials and struggling to make everything look just right can ultimately be a costly, time-consuming endeavor. However, the pursuit of a perfect website doesn’t have to cost so much. A professional web designer will ensure your site is completed in a timely manner without costing you a large sum of money.
While it might be easy to create an idea of what you want your website to look like, actually creating your concept seamlessly online isn’t so simple. Your designer will help you flesh out your ideas to make your site just right. Hiring an experienced web designer will also guarantee that your site doesn’t appear too generic or bland. Overall, you and your audience will appreciate viewing your site with ease.
Hiring a professional web designer will allow your vision to come alive. Thanks to the right designer, you won’t have to worry about any mishaps and will be able to watch your personalized site grow.
How a Website Redesign Can Impact SEO
The world changes rapidly, and so does the web. That’s why it’s recommended that you redesign your website at least every couple of years. When embarking on a website redesign, it is easy to focus on the content. While this is important, it may be even more important to focus on the redesign’s effect on SEO, or search engine optimization, which is key to maintaining and increasing traffic.
Don’t Lose What You’ve Got
If your site is already generating business, you have a lot riding on this redesign. You don’t want to go backward and experience a wipe-out of all your SEO. You don’t want to have to rebuild from scratch.
There are many ways a redesign can affect SEO. Here are some tips to avoid problems:
Working Smart for a New Look
Keeping in mind all the hard work you put into the initial design of your site, you can focus on making it better without losing the traction you’ve gained already. A good website redesign can invigorate your business if you do it in a smart, SEO-friendly way.
The Importance of Professional Website Developers
Professional website design is a must-have for any successful business. Currently, the website designer is becoming more highly sought-after than ever. Although many companies use blog services for their websites, these generic websites are built off of similar templates. For the best in web development, a professional website designer can construct you a site that matches best what our human brains want to see and connect with.
Website designers aim to help businesses solve problems in the real world. Whether these problems are in marketing or in traditional sales, web sites need to be built to address them. Professional websites identify an issue and then use the Internet’s power to solve whatever issue arises. Most pre-packaged websites adhere to the grid system, which is not an effective means of boosting sales, expanding business or increasing marketing. Here are some key strategies that web site designers can offer your small business:
Branded Messages
Most small business owners have no idea what their marketing message is. They rarely have marketing departments and even more rarely have the time available to come up with the branding they want for their company. Professional website development can brainstorm and talk over this strategy with the client and can help the business owner express what differentiates their business from their opponents. Understanding how words influence a company’s brand is an essential part of building its website.
Search Engine Optimization
Keyword discovery and site mapping are key processes for SEO that web designers can assist business owners with. This phase consists of looking at available content, the competition’s websites, exploring the existing data and keyword tools. Afterward, a web developer discusses strategy with the small business owner, mapping the appropriate business phrases and adapting it to content. In generic website can’t provide businesses with optimal search engine terms, like designers can.
Website Personas
A vital aspect of website development is creating user personas online. This can greatly increase traffic flows on your site, because it offers users a specific focus to attend to when they visit. It also allows them to create an emotional response, which helps build a connection with the content the website offers. Generic blogs can’t make a user feel “at home” or a “sense of belonging” like allowing unique user personas and the community they foster.
Design Makes Business Owners’ Lives Easy
Marketers and business owners are busy enough and it’s the job of professional website designers to explain and walk them though the process in an efficient and natural manner. When it comes to web development, a web designer is the way to go.