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New Year’s Resolutions: Digital Marketing Edition

December 29, 2016 |   ,

That magical time of the year has come around again. Yes, it is time to make your resolutions.


To help you get started, the talented team at DOM has put together our favorites for digital marketing.


Top 2016 New Year’s Resolutions Digital Marketing Edition

1. Spend less, save more

Check Your PPC Campaigns for Broad Keywords Today

By: Nikki Powley
Reviewing an account for broad match keywords is one of the first things I do when completing an AdWords account audit. They are one of the biggest offenders in the wasted spend category.


There are three keyword match types: exact, phrase, and broad. Straight broad match keywords allow ads to show for your keyword and any variation of the keyword that Google believes could be similar.


For example, you add the keyword “shoes”. Your ad could display for searches of womens shoes, tennis shoes, or even horse shoes.


If you want to reach a larger audience, but not horse owners, utilize the fourth match type (I know I said three, but stick with me). Modified broad keywords are created by adding a + before words. This requires a user’s search phrase to include a synonym of each word in the modified broad keyword. For example, +womens +shoes allows ads to trigger for variations of women’s shoes like ladies’ shoes, but ads will not show for unrelated terms like kids shoes or horse shoes.


I have 8 more cost saving PPC tips in this blog post.


Spend Less On Paid Search Campaigns; Invest In SEO by Optimizing for Your Top Converting Keywords

By: Jonathan Bentz
If you have been running an AdWords campaign, or any other paid search campaigns, then you can review your list of top search queries in the account and use that information to customize a results-oriented SEO strategy.
Here’s an actionable step by step process:

  1. Download your list of top converting search queries from your advertising campaigns

  3. Sort the list by the search queries with the highest volume of conversions

  5. Improve your keyword rankings in organic search for the top converting queries by optimizing:
    a. Page title
    b. Meta description
    c. Content on the page
    d. Image alt tagging

  7. Search the other pages of your site with an “intext” search operator in Google to uncover keyword rich link opportunities.
    a. Here’s a sample search query – intext:”AdWords”.
    b. This search will uncover mentions of your top converting queries inside the body of content across your entire domain.
    c. Adding these internal links will improve relevance of your page for the converting keyword, and reduce the likelihood that Google will consider another page on your site to be a better result.

Historically studies have indicated a potential lift in clicks of as much as 53% when a brand appears in the top positions of paid and organic search. While those numbers may have changed some with Google’s current layout, the opportunity is still there for the taking to improve your conversions and traffic from organic search in 2017.

2. Lose weight

By: Leland Reed
Losing weight can be tough. Letting go of bad habits that are impeding your progress is one of the hardest steps to committing to weight loss. The same can be said about making changes to your PPC account.
You thought for sure that keyword was going to work, right? You just needed to find the perfect combination of ad text and bidding. As the days and weeks go by, the keyword is getting plenty of impressions but no clicks. You know with a little more TLC, you can make it work.
If this sounds like you, maybe it is time to let go of that keyword and start fresh. Don’t be afraid to get rid of anything in your campaigns that is not working. By cutting out poor performing keywords, you can save money and time which will allow you to try new, exciting things in your account.

3. Travel more

By: Haley Steed
Are you a local business with a great product, service, food, etc.? Fun fact: many people who are want to shop local, whether they are local or just visiting your city. Make sure they know where to find you!
A great and easy way to begin this process is making sure that you have your Google My Business page set up with correct hours, location, phone number, and website. If you don’t have a website, list your Facebook page or Google+ page instead, so that prospective visitors can get a better sense of who you are and what you offer.
Some other things that you (or an agency you’re working with) can do is optimize your on-page content. Make sure relevant pages are optimized for your business and your location (“Great Local Food – Wheeling, WV”). This will help you show up in the search engines and direct more customers your way.

4. Stay fit & healthy

By: Christina Angelo
Sign up for a free PPC or SEO audit! Get your account or website reviewed by one of our highly trained, U.S.-based digital marketing consultants.
There’s no obligation, you can schedule a time that fits your needs, and you could be on the path towards reaching your 2017 goals in no time. Chat with us here.

5. Read more

By: Stephen Hoops
We all know that reading is better for personal development, yet most of us don’t set aside the necessary time to do so on a regular basis. You could try to read more novels or top selling business books, but keeping up on the latest trends will give you an edge that those books can’t.
There are so many blogs and publishers out there to read in the world of digital marketing that this list will come down to personal preference. But to keep things simple with your resolutions, here are 3 go-to blogs.

  1. SEO – Search Engine Journal
    SEO is changing all the time, but so is the world of PPC. To make sure you don’t miss out any big changes in the world of search, be sure to add Search Engine Journal to your list of blogs to read in 2017.

  3. Social Media – Social Media Examiner
    With tons of tips and insights from professionals in the world of social media, Social Media Examiner should help shed some light on a channel that can be hard to get right.

  5. Content Marketing – Content Marketing Institute
    Content creation continues to grow in popularity as more and more marketers turn to this tactic in their efforts. With its increasing ties to social media and SEO, Content Marketing Institute is one of the best places to keep up with all of the latest trends and research to help your team make content work for you.


6. Learn something new/new hobby

By: Christina Angelo
Try one new digital advertising tactic. Try out a new landing page, add message extensions to your account, or test out using responsive display ads.
If you need help deciding on which tactic is worth testing out for your business, refer to #4.

7. Be Creative

By: Adriana Parra González
It’s never too late to start being creative. Make 2017 the year your business stands out with a short video that shows who you are.
Why don’t you make more than one? Show what you sell and why your product is different from the others!
Then, test TrueView videos as a part of your PPC strategy. With video advertising, you choose the audience that (might be/is) interested in your product and you decide how much you want to pay. You can run different videos formats and length. Your video will appear on YouTube and throughout the Google Display Network.

8. Spend more time with family and friends

By: Nikki Powley
Checking your PPC accounts daily, making technical website changes, and creating new content take a lot of time – and we love it! 2017 is the year to hire a digital marketing agency to optimize performance, generate more leads or sales, and save time!

9. Enjoy life to the fullest

By: Mike Criswell
This year, ensure that you are getting the most out of your PPC campaigns by doing a bit of conversion rate optimization.
A great start would be to run A/B or multivariate tests on your PPC landing pages. Test your current landing pages against as many variants as you can to ensure that your landing pages are top notch and getting you as many conversions as possible.
Also, don’t forget that just because you get improvements with one variant does not mean that there is no better option. Always keep testing!

Now Go Get Started

This list includes tactics that can be implemented today and included in your digital marketing strategy. You can also check out the rest of our blog for more tips and tricks.
From the entire DOM team, Happy New Year and best wishes for a successful 2017!

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