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Lexington (Digital (Google ads (Display (Display advertising is defined by…

- - - - Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle
    - - Search advertising, also known as paid search advertising, Google advertising, and search engine marketing, is a marketing technique that places online advertisements in search engine results. Businesses who place ads in the search results pay a small fee every time somebody clicks on one of their ads (this is known as "pay-per-click" advertising).
        
        Budget and Impression Share
        Another aspect to optimize towards is your budget and search impression share. It’s important your top performing campaigns are getting the majority of your budget. Therefore, review your search impression share (especially those top performing campaigns losing impression share due to budget)
        
        Bid Adjustments
        Bid adjustments can be done at several different levels. The traditional bid adjustment is done at the keyword level. This is where companies like Marin, Kenshoo, and others are making their money through automated bid adjustments based on how a keyword (or several keywords in a portfolio) are performing versus their goal
        
        Channel & Campaign
        When you are advertising in multiple channels or campaigns, it’s important to see which channel is performing best for your primary KPI (key performance indicator). After you have an understanding as to which channels and campaigns are performing best, you can allocate your budget accordingly.
        
        Hour of Day & Day of Week
        Adjusting bids by hour of day is one aspect you can optimize for. Another is to consider actually excluding certain times of day or days of the week based on performance to ensure you are maximizing results
        
        Location
        Performance by location is extremely important. Some locations simply perform differently than others. By continually reviewing and making adjustments toward your number one goal, you can make your campaigns more efficient
        
        Keyword
        Keyword bid adjustments were already mentioned. The other aspect of keywords to review is simply performance against the goal. Are there certain keywords that simply are not performing despite reviewing search queries, making bid adjustments, and testing in different match types? If so, perhaps these keywords need to be removed from your campaign.
        
        Landing Pages
        Landing pages are perhaps the most overlooked aspect of optimization when it comes to performance, but perhaps the most important
        
        Ad Copy
        Ad copy is another aspect within paid search that should be tested and optimized. Which ads have the highest click-through rate? Which have the lowest cost-per-conversion? Leveraging a tool like adAlysis will help understand the different ways to optimize campaigns.
        
        Device
        Device performance is also an important aspect to review.
    - - A type of ad that features detailed information about specific products that you sell. Shopping ads can refer to Product Shopping ads, which feature just one product, or Showcase Shopping ads, which feature several related products.
        
        select the right campaign subtype
        
        choose the right bid strategy for your standard shopping campaign
        
        define objectives for your shopping ads
        
        build a roboust standard shopping campaign structure
        
        diffrerentite bids based on audience for your standard shopping campaign
  - - - Use a profile tracking link.
        Considering that Instagram allows social media marketers to share only one live URL across the entire platform, the link in an account profile is incredibly important.
      - A/B test your Instagram bio.
        Sometimes it can be hard to know if your Instagram bio is serving your social media marketing goals. The best way to understand if your bio is effective is via an A/B test. To get started, you’ll need to first select a dependent variable that can be measured. One popular dependent variable is tracking link URL clicks.
      - Activate Instagram notifications.
        Make sure that you and your team are in a position to respond to your target audience at a moment’s notice by turning on Instagram notifications. Showing Instagram users that your brand is always available is a great way to build brand sentiment and increase engagement
      - Assign someone to monitor messaging channels.
        Many consumers expect to receive nearly instant customer support on a variety of social media platforms.
      - Update your Instagram profile image to suit current campaigns.
        Most Instagram marketers don’t think about updating their Instagram profile, but doing so can be a great way to keep the profile fresh and relevant. Adding logo variations or designs specific to a marketing campaign can encourage followers to check out your profile more frequently than they might otherwise.
      - Earn a blue checkmark to increase credibility.
        Similar to Twitter, Instagram offers established brands the ability to receive verified account status signified by a blue checkmark. This checkmark will give Instagram followers peace of mind, as they are assured that your account represents the official voice of your organization.
      - Ensure you are linking to a mobile-optimized website.
        For those interested in driving website traffic from an Instagram profile to a company webpage, be sure that the entire company website is mobile optimized. Most Instagram users will be accessing your page from a mobile device, and providing a poor first impression can seriously hurt your chances of nurturing the visitor to become a loyal customer.
      - Add emojis for fun.
        Instagram is about having fun with various forms of media. One way to do that through your Instagram profile is to use emojis in your company bio. A few emojis can take the place of words, giving you a few more characters to write a compelling bio
    - - Video
        
        Transcribe your videos
        Write a script and upload your transcript, which YouTube will then use that transcript to provide captions within the video. Captions can be indexed by Google and can maximize the ability for Google to understand what’s on the video, helping to improve the rankings of your videos. This also allows for your video to be available to the hearing impaired or anyone who cannot use sounds on their devices at any given time.
        
        Video Annotations are a way to get viewers to engage with your videos and spend more time viewing your content. You can aim to get viewers to watch more videos, by linking to other videos in a series, or link to specific category or product pages on your site to learn more about topics mentioned within a video.
        
        Share your video across all your social media channels
        
        Make sure you name your video file with your target keyword
        
        Include your target keyword in the video title and description
        
        Pick the right video tags (don’t just add any old tags hoping they will work)
        
        Place your videos in the proper categories
        
        Write a video description that is at least 200 words
        
        Don’t forget to say your keyword during your video, so it gets included if YouTube automatically transcribes it
      - Banner
        
        Graphics should include your company logo or slogan, combined with an image from behind the scenes at your company or another visually-appealing shot. This is your first impression and you want to make it count.
        
        Remember to include social media links in your account. They show up in the banner’s lower right-hand area.
        
        Find a perfect image that can scale to accommodate all platforms. Use the YouTube preview function to see how the banner looks on each device.
        
        If you don’t have a perfect larger image, build one by combining multiple images. Many of the sites we’ve mentioned permit doing so.
        
        Make sure the cropped portion of your banner stands alone. This is the space that will always be displayed, regardless of monitor or device size
        
        This is marketing. Include a call to action so that your viewers know what to do next, such as “Subscribe to our channel,” or “Visit our website.” After all, sales and conversions are the point.
        
        Don’t neglect your channel. Refresh your channel banner regularly to keep your brand look and feel dynamic
    - - optimize
        
        Choose the right name
        When it comes to correct optimization, it is fundamental to find the right name for your Facebook Business Page because you choose it once and it is permanent. It’s key to remember that the first word of your Facebook page title is the most significant in the eyes of Google.
        
        Customize your vanity URL
        Never settle for the dynamic URL which is automatically generated when you sign up. On Facebook, you can easily personalize your address and unify it with your brand name. Make it unique and easy to remember
        
        Fill out your profile
        Make sure that your avatar, cover photo, bio and profile info are complete and contain up-to-date information. A complete profile reveals your professional attitude and is a clear signal to your audience that you are engaged.
        
        Pay special attention to the “About us” section
        The truth is, your visitors want to know all of the details about your business: where your office is located, what service you offer, what your working hours are and so on. Therefore, provide them with complete information. The “About us” section is a good place to emphasize values and benefits your products or service may bring to the customers.
        
        Sprinkle your business page with keywords strategically
        Optimizing for keywords remains crucial, even when it comes to social media. Place your targeted ones in the most important, strategic parts of your page. Include them in the URL, page title and “About us” section because they will be visible on the front page and will appear in search results.
        
        Include the phone number and address in your Facebook page
        The current Facebook design shows your business category, location, phone number and business hours straight away, on the front page. Therefore, make sure to fill out your street address, city, state, zip, and local phone number. Adding the address helps with indexing your brand for local search results and increases page following. Google simply pays more attention to pages that give specific contact information.
  - - - location
      - traffic
      - call
    - - create leave us a review cards
      - ask in person for google reviews
      - follow google business review guidelines
      - emphasize to customers how easy it is
      - create a google business review email campaign
      - add the google review link to your website
      - include google review links in surveys
      - get google business reviews from vendors and partners
      - respond to google business reviews
      - put a google business review request in your email signature
    - - speak directly to your customers through google my business messages
      - add posts to share business update
      - ask for reviews and then respond to them
      - ensure your information is a accuratet comprehensive and up to date
      - track customer paths through google my business insights