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Denver Digital Marketing Strategy: Understanding the Basics of AdWords


July 11, 2018

AdWords is Google’s online advertising program that gives businesses around the world the opportunity to create pay-per-click advertisements. AdWords is fairly simple to use once you’ve found your way around the system. But, it can be confusing at first if you’re not sure where to begin or if you’re not familiar with some of the terms that Google uses to describe different elements of the campaign. If you’re incorporating pay-per-click ads in your Denver digital marketing strategy, these are the basic AdWords terms that you should know:
 
Campaign
The first thing that you will set up once inside AdWords is a campaign. A campaign can contain multiple ad groups (which will be explained below), and ads. Each AdWords account can run multiple campaigns at once. For example, let’s say you want to promote new products and the markdown of last season’s designer inventory on your website. In this case, you would set up two campaigns. The first campaign would be focused on promoting new products, and the second campaign would be to promote the markdown of old inventory.
 
Ad Groups
Ad groups exist within campaigns. Each ad group consists of keywords, targeting methods, and budgets for a specific pay-per-click ad. You can have multiple ads within each ad group.
 
Take another look at the above example. Within the markdown of old inventory campaign, you could have two separate ad groups. The first ad group could be focused on targeting men to shop the men’s sale items, while the second ad group could be focused on targeting women to shop the women’s sale items. Each of these ad groups could contain multiple ads targeted at the same audience. This is often done so marketers can test different copy or landing pages. For example, one ad within the women’s ad group could have a headline that reads, “Last Chance to Save on Designer Brands!” while another could read “25% off TODAY only!”
 
The Anatomy of An AdWords Ad
You will be asked to fill in the headline, description, display URL, and destination URL of your ad. If you don’t understand what these are, you could easily make a mistake that could affect the success of your campaign. Here’s a basic breakdown of the anatomy of an AdWords ad:
 
  • Headline: The headline is the hyperlink text that appears in blue at the top of your pay-per-click ad. This is the first thing that users will see, so it’s important to write an effective headline.
  • Description: The text that appears below the link in a pay-per-click ad. This text should tell people why they should click on the link to visit your website.
  • Display URL: Your website. This does not have to be the same as your destination URL.
  • Destination URL: The URL for your landing page. If someone clicks on your ad, this is where they will go.
 
Reference this guide as you create your first ad to ensure you are inputting the right information. Learn more about Google AdWords here.
 
Daily Budget
AdWords will also ask you how much you want to spend every day, which is known as a daily budget. You will need to enter a daily budget for each campaign that you are running. If you set a daily budget of $10, Google will automatically stop showing your ads for the day once you have hit the $10 budget. It’s possible that you won’t use all of the money in your budget on a daily basis if traffic is low for the keywords that you’ve chosen.
 
Keywords
The keywords that you choose will determine who sees your ad, so this is a very important concept to understand. Think about your customer and what he is searching for in order to find a business like yours. Thinking back to the example above, customers may performing search queries with phrases such as “discounted designer clothing” or “designer clothes sale.” These are two basic keyword phrases that you can target with your AdWords campaign focused on selling last season’s inventory. This way, every time someone types in these keywords, you may appear as a paid ad the top of the search results.
 
Quality Score
Google will grade your ads and give each ad a quality score from 1-10. High quality scores will lower the cost-per-click, improve your ad positioning, and make you eligible for other features within the AdWords system.
 
How are these scores determined? One of the factors that goes into calculating a quality score is the relevance, which Google will determine by looking at the content of your ad and the intent behind users’ searches. If you are targeting people who are searching for “designer clothes sale” with an ad for a food product, Google will lower your quality score because your ad is not relevant.
 
Another factor Google will consider when determining your quality score is the landing page experience. Google wants users to have a good experience, so they will give you a higher quality score if your landing page is easy to navigate and relevant to what users are searching for.
 
Ad Rank
You are not the only company that will want to target the keywords that you have selected. How will Google determine which ads should appear when a user enters a set of keywords? Using Ad Rank. An ad’s Ad Rank is a value assigned to your ads that Google uses to determine which ads should appear and where they should be placed. Google calculates your rank by looking at the quality of your ads and the amount that you are willing to bid per click. If you have a high quality score and you are willing to bid more than your competitors, Google will most likely give you a high Ad Rank and put you at the top of the search results. Ad Rank is not a static number—in fact, it is recalculated every time your ad a situation occurs where your ad is eligible to appear in search results and there are other eligible competitors.
 
Are you ready to launch pay-per-click ads to promote your business? Let the experts help! At Denver Website Designs, our team has helped companies of all sizes grow their business using effective paid advertising strategies. Learn more about our process and how we can help your business grow with a comprehensive digital marketing plan!
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Blogs Deliver Denver Digital Marketing Strategy


June 27, 2018

Business information powerhouse, Forbes magazine, calls blogging “one of the true workhorse of the online marketing world.” The business benefits of blogging have been discussed ad nauseum, but for there are many business owners yet who still haven’t jumped on the blogging bandwagon. In this article, you’ll learn of some not-so-well-known benefits of blogging as your Denver digital marketing strategy. (Link: http://www.forbes.com/sites/steveolenski/2014/03/13/three-hidden-benefits-of-blogging-for-marketers/#60631dc277b6)

  1. Content Engages People. It doesn’t matter what your business is, if you post valuable, informational content in a manner that engages readers, you’ll eventually draw a loyal following. That doesn’t mean weekly rants about religion, politics, or the poor hygiene of toddlers. That does mean organizing a strategy for releasing fresh content that people can use on a regular basis. Don’t copy other people’s work; that’s just bad form.
  2. Reach Targeted Customers. Unless your customer base is composed of cave dwelling hermits, it’s a good bet they’re connected and active on social media. Your business needs to have an online presence to draw customers because your website is the first place they’ll look to check out your products and services. Target your message to the cohort you want to attract and you’ll eventually get their attention. Then keep posting good content to keep their attention.
  3. Build Authority. Boomers and GenX were raised to respect and obey authority figures. Millennials question authority, but slavishly follow popular trends which become their authority. With a reputation for solid information and good writing, you can build that credibility which makes your business a leader in its niche.
  4. Build Community. The internet age and a 2-generation tradition of dual income households have replaced neighborhood communities with digital communities. Authors have online book tours. Musicians sell their tunes online. Commentators grow their audiences through social media. We share those videos, articles, and images that take our fancy with a growing network of “friends” whom we’ve never met or shared coffee with or spoken to. We have joined a virtual community of likeminded individuals who share similar beliefs, political views, social opinions, and so forth. Your goal is to get your content included in that spiraling cycle of sharing. Also, blogs with skillfully inserted keywords can help narrow search engine targets so that your company displays in local search results, which is helpful if your main clientele is more regional than global.
Blogging goes beyond advertising and plugged-in, savvy consumers know that. While that potential customer has learned to ignore and block those annoying pop-up advertisements and promotional email campaigns, they’ll gladly follow a link to learn something new, to support a point in a debate, or to learn how to do something.
Blogging enables you to connect on an intellectual level and on an emotional level through use of reason, humor, irony, and empathy. Look at the tremendous success of the Humane Society of the United States (HSUS).

According to
Humane Watch, HSUS rakes in hundreds of millions of dollars in donations, but operates not one single animal shelter and contributes less than 1 percent of its revenue to animals shelters. Yet it’s the most recognized animal rights organization in the country if only because of their absolutely masterful use of digital communication that engages emotion. (Link: http://www.humanewatch.org/unpacking-the-hsus-gravy-train-2014-edition/)

As part of your business’ marketing strategy, include a blog if you haven’t yet done so. Denver Website Designs understands why your business needs a regular blog and how to generate relevant content so that you can be proud of what goes on your website. Call them at (303) 498-9000 to discuss your digital marketing needs. (Link: http://denverwebsitedesigns.com/Denver-Website-Design-Blog)
 
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A Bit About SEO


June 13, 2018

Search engine optimization, or SEO, is the process of increasing the quantity and quality of traffic to a website through organic search engine results. This process has become increasingly important in the age of ecommerce, and will continue to be a critical factor for businesses in the future. If you are wondering if search engine optimization (SEO) still holds value as way to drive traffic to your business’s website, there are a few things to keep in mind regarding this crucial component.

SEO Works

When you search for something on Google or Bing, how often do you click through to page 2 of your search results? The answer is usually almost never, which illustrates the importance of optimizing your website’s search engine results. If your business achieves the first search result for a given set of keywords, you can expect traffic to your website to increase substantially.

It is important to employ the best and most up to date SEO practices in order to stay ahead of the curve. The algorithms that guide the top search engine’s formula is constantly changing, which stresses the need for doing everything you can to gain a leg up on your competition. SEO works because it increases the chances that someone will stumble onto your website, which in turn raises the odds that they will engage in commerce with your business.

Cost Effectiveness

In comparison to many other advertising and marketing alternatives, SEO is still an affordable option to implement in order to increase your business’s reach. By comparison, SEO is a much more efficient when compared with other web-based alternatives such as paid-per-click programs, purchasing leads for email marketing, or social media marketing.

Search Engines Drive Business

Recent studies have indicated that up to 80-90% of customers check out online reviews of a business prior to choosing who they will go with. Younger generations have shown their preference for shopping online as opposed to brick and mortar stores, which will only increase the importance for an effective and wide-reaching online presence.

The future of all business will likely be done online to some extent, and as a result you will want to do everything possible to ensure your business has a solid web presence and is easily found through search engines. If a customer searches for a particular business and yours is nowhere to be found, you will be losing out on many potential customers as a result.

Your Competitors are Doing It

The likelihood that someone else in your industry is utilizing the benefits of proper search engine optimization is almost certain. If you aren’t finding every possible way to improve your business’s online reach, chances are that your competitor is gaining a leg up on you in terms of online presence.

Don’t let your business become an afterthought in the mind’s of consumers by not improving your search engine results. Denver Website Designs are the experts in ensuring your business effectively increases its web presence. Contact us today, and we’ll unleash your business’s potential by driving traffic to your website.


Stats:

Click-through-rate for a number one listing on Google is around 20.5%

According to Andrew Lipattsev, Search Quality Senior Strategist at Google, high-quality content and link building are two of the most important signals used by Google to rank your website for searches.
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Denver Website Designs’ Recent Move Means More Room for Growth


May 16, 2018

The team at Denver Website Designs is proud to announce that we’ve moved and are settled into our new office space!
   
Coming at the heels of weeks’ worth of renovation, thanks to owner Mark Henninger, the new headquarters of Denver’s leading web design company gives us plenty of room to expand. Located in Cherry Creek (near many of our current clients), the new location offers a sleek new and optimized look for DWD’s operations. Framed by beautiful, hand selected art is the bustling center of creation of Colorado’s most unique and functional websites.  
   
Those interested in upgrading their online presence can get their own free demo in the sleek new conference room, featuring a 4K TV and great floor to ceiling windows, future clients will be able to preview the innovative DWD platform like never before.

Specialized in providing exceptional web design and marketing services, Denver Website Designs can turn your drab old website into a streamlined, lead gaining machine. Contact us today to see the new office for yourself, and get your own personalized demo of our amazing platform!
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