10 tips to increase your digital revenue by 10% - IRX18

BRAUMGroup 1
laura hogan
10 tip to increase your
digital revenue by 10%
@lauralouise90
laura@ricemedia.co.uk
slideshare.net/LauraHogan1

BRAUMGroup 2@lauralouise90 | laura@ricemedia.co.uk

digital moves
really quickly….
it can be hard
to keep up

early adoption is key
it’ll not only increase your revenue
it’ll put you ahead of the competition too.

10 quick
wins to
increase
revenue

organic search

update meta
descriptions

meta descriptions can now be up to 320
characters …. that’s almost double the
length

most people aren’t
taking advantage of
this yet…. so now’s
the time to strike

when writing your meta descriptions consider:
keywords branding
trust
location
usp

ctr increased for auto client
rankings increased for
jewellery client
bounce rate reduced for
ourselves

@lauralouise90 | laura@ricemedia.co.uk
action
update your meta descriptions to be
up to 320 characters long

check
your
tech

search console has updated
for the first time in years….
and it’s beautiful

we now have data going back
16 months for some features

the performance report gives you a nice overview
and also flags core algorithm updates

breaking down your data by these filters is where
the gems lie and you can build strategy from:
- are top queries ranking well?
- do landing pages need improvement?
- does mobile experience need improving?

the index
coverage
report flags
any errors

and exactly
where and
what they are

the hard work in finding them
is done for you, now you just
need to fix them

action
fix errors found in search console and
use its data to build strategy

Internal
links

internal links can help your
seo, but more importantly are
great for user journey

use your google analytics overlay to see
which links are being clicked

blogs are ideal for internal linking, plus if
you get them ranking they have
excellent traffic potential too.

all include links
to digital pr
terms, which in
return improved
in ranking

action
audit your content and ensure that
you’re internally linking back to
relevant pages

backlinks
still
matter

tactics we’ve used
surveys foi
company
news
product
launch
interviews
journo
request
news
jacksing

but unlinked brand mentions
are the easiest
and often lead to the highest
quality links

drop the journalist a message asking if they’ll
link back

action
track unlinked brand mentions and
contact journalists for the link to be
added

paid search

mobile
mobile
mobile

mobile first isn’t just about
seo, it’ll impact your paid
search too.

yearly mobile query growth for footwear in q4

mobile bid adjustments
mobile specific ad text
mobile friendly ad extensions

mobile landing page
experience,
particularly with
shopping campaigns

spent 65p per click, yet
conversion will be low as
mobile experience is poor…..
wasted budget

action
optimise your campaigns for mobile,
but ensure your landing pages are
mobile ready first.

use
match
types

there’s four main keyword match types:
- broad match
- +broad +match +modifier
- “phrase match”
- [exact match]

broad match is difficult to
control, so i don’t recommend
using this match type

+broad +match +modifier
“phrase match”
[exact match]
bid
s
clicks

structuring your
account by match
type gives greater
budget control
red shoes -
bmm
red shoes -
exact
red shoes -
phrase

the benefit of this is that you get
keyword mining from your bmm
campaigns (using your SQR reports),
and can then add converting terms
to your exact match campaign

action
split your campaigns by match type,
with higher bids for exact terms, and
lower for bmm terms

targeting
matters

the display network can
burn a lot of budget,
without converting if
you aren’t careful

display
average
ctr is
0.46%,
it’s over
3% on
search

display
average
conversion
rate is
0.77%, it’s
nearly 4%
on search

you’re already fighting an
uphill battle for roi, so let’s
not waste budget hitting the
wrong people

there’s five core
targeting methods to
use, combining them
gives the strongest roi

keywords
your ad can trigger on
pages including these
terms or contextually
relevant ones

audiences
use this to retarget your
ads to people who have
previously been on your
site, or performed a
certain action on there

demographics
exclude or increase
bids based on gender
and age range

topics
trigger your ads on sites
relevant to particular
topics ie “automotive”

placements
specify sites you do or
don’t want your ads to
appear on

action
combine targeting options to achieve
low cpcs and higher conversion

don’t
forget
bing

bid on [engagement rings] is
almost double on google
than bing

you can import
your adwords
campaigns into
bing… so no
need to build
from scratch

the interface and features
are just a little behind, but
improving every day

action
import your current adwords campaign
to bing.

social media

be aware of
algorithms

social platforms have
algorithms too… and just like
google, they’re always
updating

facebook and
instagram
changes are
the most
noticeable

recent updates include:
non-chronological timelines
favouring of posts by friends, over brands
removal of fake news
reduction in engagement-bait posts
recommended posts on instagram

so we need to think about
what we’re posting, and when
people will see it

images remain
the most popular
content types,
but be cautious
of what you’re
posting

average organic reach on
facebook is thought to be 2%,
in 2012 it was 16%
without considering the algorithm
changes, it could be even lower

action
make your content evergreen, as
users may not be seeing it until hours
(even days) after you post

tell a
story

42% of brands
posted stories
on instagram
last year

the previous year it was only 29%

68% of brands plan to include
stories in their 2018 strategy

they only last 24 hours, so are
the best place to post your
time sensitive content

there’s also advertising
opportunities with Instagram
stories…. and it’s really cheap

£32 spend
+52k reach
+2k views
1p per interaction

action
post an instagram story, if you’re
feeling extra brave, go live!

linear
targeting

confession… i hate look-a-like
audiences on facebook and
instagram

they take the assumption that
people only follow brands
because they like them… that’s
not always the case

audiences should be
built on data and
demographics

use the advanced
area of audience
insights to build
data driven
personas

this is ideal for roi
inspired ads

for awareness ads, use
interest targeting

you can be quite
niche with these
too… celebrities,
publications, tv
shows

we used this tactic with a
clothing client, their cpa was
under £5 for new customers

action
don’t rely on look-a-like audiences,
test different targeting

roundup

organic search
update meta descriptions
use search console to find quick technical fixes
review your content for interlinking opportunities
build quality links to your website

paid search
make sure your site is ready for mobile, otherwise you’ll
waste budget
each match type has their value, use bbm for research and
exact for conversion
on the display network, reduce your costs with layers of
targeting
bing has lots of opportunity for smaller costs

BRAUMGroup
10
0
social media
algorithms are constantly changing, trying and testing has
never been more important
utilise stories (especially on instagram), as engagement is
strong
when advertising look beyond look-a-like audiences, think
competitors, pop-culture, related content

BRAUMGroup
10
1
any
questions?

BRAUMGroup
10
2
thank
you

10 tips to increase your digital revenue by 10% - IRX18

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10 tips to increase your digital revenue by 10% - IRX18