Level Insights 12.19.2016
December 19, 2016
The answer is a resounding “yes”, if executed properly. From Search Engine Watch:
“Optimization-related matters such as design, sign-up forms, posting time, promotional channels, and the inclusion of testimonials play a key role, but only if your content has real value, meaning you have addressed the right topic in the right way.”
- Content’s role continues to evolve as marketers understand the necessity of taking a holistic approach to customer acquisition and retention. This is just another example of the importance of integrating SEO, content, and advertising campaigns. Each element, from ad copy to metadata, should utilize cohesive messaging — crafted with careful consideration to the customer’s needs.
- At Level, we have been optimizing landing pages with keywords to enhance the associated SEM ad campaign. The inclusion of these keywords almost personalizes the landing page based on their search criteria and simultaneously assists the Google quality score, thereby increasing impressions.
Deceitful advertising is compromising consumer trust in brands and publishers. From Fast Company:
“Just 23% of consumers in our study correctly identified native ads as advertising (the rest thought it was editorial content or a hybrid of advertising and editorial content).”
- Since countless surveys (including the one referenced in this article) support the notion that consumers don’t mind sharing data to receive pertinent advertising content, the idea of sponsored content that is relevant to the readers of a particular site should be welcome to consumers.
- Proper labeling would not only be welcome for consumers, but brands as well. That way, serious consumers seeking content would read on with the express purpose of learning the brand’s value proposition while those consumers who are not interested could simply scroll past without any negative impression of a brand trying to sneak one past them.
Mobile is becoming the dominant form of consumption — of content and products. Marketers must adapt mobile conversion strategy to one that takes into account the oft-convoluted mobile buying adventure. From Marketing Land:
“Capitalizing on the massive spike in mobile traffic requires understanding the many disruptions mobile shoppers face. While desktop shopping is often a comfy, one-session endeavor, mobile shoppers are interrupted by FaceTime calls from mom, Ubers arriving and trains burrowing into tunnels. As a result, mobile conversion often occurs over several logins..”
- Though this article specifically details the barriers to e-commerce experiences, the idea of disruption extends to all conversion-focused web experiences. The path to conversion on a landing page may not be as immediate as a desktop experience.
- Losing connection during transit could cause abandonment. A slow connection, or an app like Facebook suddenly quitting could cause unintentional bounces. As marketers, we need to be prepared to help a prospective customer continue the experience.
- Retargeting ads can be particularly effective here — both in GDN and Facebook — to help consumers return to an interrupted purchasing or research experience.