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PPC & SEO

PPC & SEO

Get Ahead of PPC & SEO Changes with Help From Mount Bonnell Media
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PAY PER CLICK MARKETING FOR AN AMERICAN AUDIENCE

Pay-Per-Click (PPC) marketing has been one of the most significant tools in many digital marketers toolkits for some time now. In 2018 it remained popular, with Google and Facebook still holding the lion’s share of U.S. digital ad spend – 38.6% and 19.9% each. When it comes to Google, businesses make on average $2 for every $1 they spend on Google Ads (formerly Google AdWords), and 96% of marketers say that Facebook is a valuable marketing platform.

Facebook and Google are not the only platforms offering these services, however, and although Google and Facebook are currently the largest, Amazon is experiencing significant growth and is expected to become the third-largest. In 2018 Amazon’s ad revenues are expected to grow 63.5%, surpassing $2 billion for the first time. Other platforms such as Instagram are also enjoying a surge in PPC marketing.

FINDING CLARITY AMONGST THE PPC CONFUSION

With the number of platforms on offer and the range of systems, campaigns, and choices on offer (as well as complex marketing terminology), PPC can be confusing, especially as the PPC landscape is in constant change and growth. Added to this, are the challenges that international entrepreneurs face when it comes to connecting to an American audience.

Luckily, many of the changes that have occurred in 2018, and are likely to continue in the next few years, point in a major direction for PPC advertising – the importance of authentic storytelling. This has helped clarify where to focus for PPC professionals.

CHANGES TO PPC ADVERTISING IN 2019

Changes to PPC advertising in the U.S. have stemmed from the increasing demand for adverts that are relevant and helpful and also provide connection and a compelling reason for customers to click.

PPC has evolved to become about far more than simple keyword research. Ads now need to be personalized. Customers want to know how your product will benefit them and how they connect to it far more than they want to know about the technicalities of your product or service.

DATA SHARING & PRIVACY CONCERNS

The Cambridge Analytica Scandal, which made headlines around the world earlier this year, impacted users in America. Other privacy issues with Facebook such as sharing user’s private messages with tech companies like Amazon, Microsoft, Netflix and Spotify (which Facebook say they did with permission) have caused changes in the way advertisers use Facebook.

There is still a pause on partnering with outside agencies with the removal of Partner Categories – provided by third-party data firms such as Experian, Cambridge Analytica, and others. These partnerships previously allowed advertisers to target offline metrics such as when people buy homes or purchase cars.

There are also stricter restrictions in place when it comes to Facebook Custom Audiences which allow advertisers to upload their own list of email address to target with ads. The onus is now on companies to show they are getting permission from people on their email list to use them as a Custom Audience.

CREATING MEANINGFUL PPC ADS

The events at Facebook have impacted how the American public sees data sharing and privacy, but this is also balanced with an increasing requirement for ads which are truly useful for the user. So, alongside changes in the way Facebook Ads function, marketers predict that in the next few years there will be an even greater focus on how you segment your audience data and target different audiences with meaningful ads.

This might sound complicated – and, frankly, it is. PPC is a sophisticated marketing tool, and the way it is evolving means that, more than ever, businesses need to be smart and savvy about the PPC strategy they use, as well as the way they create advertising content. This is especially true for the American audience.

That’s where we come in. At Mount Bonnell Media we have the skills and knowledge to help you create PPC campaigns that run like clockwork and can speak directly to your target audience Stateside. It’s vitally important that your storytelling via PPC is done in a way that your new American audience feels they can connect with and trust.

MOUNT BONNELL MEDIA PPC SERVICES

The Cambridge Analytica Scandal, which made headlines around the world earlier this year, impacted users in America. Other privacy issues with Facebook such as sharing user’s private messages with tech companies like Amazon, Microsoft, Netflix and Spotify (which Facebook say they did with permission) have caused changes in the way advertisers use Facebook.

There is still a pause on partnering with outside agencies with the removal of Partner Categories – provided by third-party data firms such as Experian, Cambridge Analytica, and others. These partnerships previously allowed advertisers to target offline metrics such as when people buy homes or purchase cars.

There are also stricter restrictions in place when it comes to Facebook Custom Audiences which allow advertisers to upload their own list of email address to target with ads. The onus is now on companies to show they are getting permission from people on their email list to use them as a Custom Audience.

SEO FOR AMERICAN AUDIENCES

Like PPC, SEO marketing has changed in the last few years. SEO is much more of a long game than PPC which is more immediate and measurable, but this doesn’t mean you should ignore this area of marketing. Great SEO into 2019 and beyond is going to focus on similar issues to PPC – connecting with your audience via high-quality content and optimization that provides real value for your customers.

When it comes to SEO, Google remains the undisputed king and is likely to remain so. HubSpot says that more people use a search engine to find products and services than any other channel, and those people favor Google. 18% more shoppers choose Google over Amazon when searching for products and an enormous 136% prefer using Google to other retail websites. B2B buyers conduct up to 12 searches, on average, before engaging with a brand.

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KEEPING UP-TO-DATE WITH GOOGLE’S RANKING SYSTEMS

Because Google is so dominant in SEO, it’s important to be aware of the evolution of their requirements and algorithms when it comes to deciding how to rank websites on their search engine. Although the algorithm is extremely complex and elements not always made public knowledge, marketers are aware of changes in the way that Google ranks sites.

Most businesses are aware that keyword stuffing and other SEO “tricks” have long been bad investments when it comes to ranking, but Google is now making it even more complicated to get your website on the front page of results.

HOW GOOGLE IS CHANGING SEO

While researching relevant keywords is still important, the introduction of RankBrain has added a new dimension to SEO. This feature means that ranking is now about more than just getting people to click onto your page from a search (your click-through-rate, or CTR). Google now takes into account how long people spend on your website – known as “Dwell Time.”

Poor Dwell Time means that users are not engaging with your content, and Google will adjust your ranking accordingly. In addition, Google is now also looking for pages that are able to anticipate and answer follow-up questions that users might have once they have received the answer to their initial search query.

USER-FOCUSED SEO EXPERIENCE MATTERS

There is also more demand for SEO that drives and engages traffic for areas other than websites. For example, if your potential customers are looking for apps, you need to rank in the app stores. If they are after videos or podcasts, again you need to be visible with great SEO.

These developments mean that great SEO takes into account the user’s experience at every stage with content that is not only optimized but tailored especially for your new audience.

In practice this means that you must have content and design that will resonate with U.S. consumers. This might mean radical changes in tone or style or using different ways to explain your business and ideas. Link building is still a core part of this process – and to earn high-quality links you need the content and style to match!

COMPREHENSIVE SEO SERVICES FROM MOUNT BONNELL MEDIA

Mount Bonnell Media helps international entrepreneurs who are expanding into the American market by delivering high-quality, comprehensive SEO services. Remember, great SEO is always about putting the user experience first, not trying to trick the system or create ever more complex methods for short-term gains.

We’ll help you to build content and SEO that is long-term, forward-thinking and builds a base of value for your customers.

When you work with us, you will get:

  • Consultation and advice on SEO and best practices for your content. We can help you to optimize existing content and develop your SEO strategy to reflect the current requirements. We can offer an SEO audit to ensure you are developing and using best practices.
  • Website design and on-page optimization services that tailor your SEO for your target U.S. audience.
  • Assistance with keyword research and how to use them in conjunction with Google RankBrain requirements.
  • Storytelling and style support to help you discover the information and stories that will be the best use for your customers.
  • We work with a range of skilled copy and content writers as well as designers who can offer U.S. style content that will resonate with your American users.

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