Pay-per-click (PPC) advertising is a digital marketing strategy that is great for driving traffic and boosting conversion rates, particularly if you don’t have much time to try your hand at search engine optimisation (SEO). Many business leaders are unsure of the benefits of PPC, however, and are reluctant to try it out. Here are a few reasons why you should start using PPC advertising today:

1. The results are instant

As soon as your PPC advertisements go live, you will start to see an improvement in the amount of traffic your website experiences. Of course, this does not mean your business will be an overnight success as it may take a few weeks or months before the ads start working. It is, however, a great way to get your marketing strategy off the ground.

2. It is highly measurable

With PPC advertising, you can see how much money you have made out of every $1 you have spent, making it easy to calculate metrics such as return on investment (ROI). With this sort of information easily available, you can turn off keywords, ads, or campaigns that are ineffective and boost campaigns that attract customers.

3. PPC offer a good return on investment

PPC advertising tends to have a higher ROI than other marketing channels. As explained in the previous point, this is because it offers granular metrics that help you to fine-tune your strategy.

4. You only have to pay for results

PPC ad providers do not charge any deposits or upfront costs like other kinds of marketing channels. Indeed, you only have to pay when visitors click on to your website. This is known as a cost-per-click (CPC) model.

5. You can set a budget

If you’re running on a tight budget, PPC organisations offer the option to set a cap on how much money can be spent on a monthly basis. This ensures that business leaders are in full control of their spending and can alter the budget in line with performance results.

6. PPC can be precisely targeted

PPC is a highly targeted form of advertising as it works to target only those that are looking for relevant services or products. Indeed, it also allows you to apply geo-targeting options that target towns, cities, postcodes or countries.

If you would like assistance from the best digital marketing agency Canberra has to offer, get in touch with Canberra Web today. We will be more than happy to help you get started with PPC.

The importance of brand

Think of Nike. What popped into your head? It was the tick, wasn't it. Think of McDonald's? A big M. Shell petrol? That big, bold, red and yellow logo.

There is a reason that these brands are some of the most popular in Australia, and it's not because their product is necessarily best in market. In a global economy, flooded with hundreds and thousands of companies vying to sell you their version of the same product, branding is the difference in ensuring yours will succeed.

Although business ideas often start with a product, it is the branding that takes it to the next level. Having a logo that is unique, relatable and instantly recognisable is a good way to start. Not only that, but a logo puts a face on your company to show the world, and should be reflective of the type of business you run, and the product and services you provide. That's where different colours, shapes, graphics and even company mottos that are tailored to your industry come in.

Logos go everywhere - it's not just what's on display at your shopfront, but what's on your business cards, brochures, website, letterheads and e-mail signatures, not to mention print and television advertising, so it's important to get it right from the start.

When it comes to designing a logo, you should know what you want that image to represent. Graphic designers can help you realise your vision, but they can't tell you what your brand should represent, whether it be fun, new and quirky, or classic, old and dependable. Take the time to think these things through and check out your competitors' logos before taking the next step and putting together a great design to become the face of your brand.

Before you get in touch with our graphic design team at Canberra Web, ask yourself these three things:

1. Who is my target audience?
2. What are 3 words that best describe what I want my brand to reflect?
3. What vision am I selling?

Now contact us today for your personalised graphic design in Canberra and we will help you figure out the rest.

If your goal is to drive more traffic to your website, you need a great blog. A blog plays a crucial role in SEO, extends your reach across the Internet and builds trust in your brand. It should be a central element in all digital marketing in Canberra. Here are five ways to leverage your blog to drive more traffic to your website.

1. Headlines that no one can refuse

Before posting a blog, think long and hard about the headline. If it's compelling, interesting or curiosity-arousing, people are bound to click on it. Consider asking a question, making a controversial statement, including a surprising statistic or offering to solve a common problem (just make sure it's related to your business).

2. Put time into writing long, informative blog posts

Many bloggers are tempted to write brief posts. After all, they're quick and easy to publish. But the problem is, it's the same for everyone. Every day, thousands and thousands of brief posts are published all over the Internet. To stand out from the competition, make your posts long, informative and in-depth. The more useful they are, the more likely it is that readers will share them, thereby driving traffic to your website.

3. Incorporate blog posts in your digital marketing strategy

Rather than posting blogs whenever you feel like it, create a schedule. It's important to post according to a regular schedule – be it daily or weekly. Work out, realistically, how much time you can devote to your blog. At the same time, your blog should be a crucial element in your wider digital marketing Canberra strategy. If you're plugging a particular product or service over a specific period, your posts should support your campaign.

4. Invite guests to post

When guests write posts for your blog, they share them on their social media pages, instantly putting your blog (and business) in front of a wider audience. Try to find guests who have a demonstrated track record of trustworthiness and a strong, loyal and, most importantly, engaged social media following.

By putting these expert tips into action, you'll soon see extra traffic visiting your blog, taking your digital marking in Canberra strategy to the next level.

As new technologies are embraced and customers become more digitally savvy, the need for strategies that attract and retain those customers is essential. Here are six ways to reboot your marketing to meet those demands.

1. Strategies need regular updating

Even if you already have a digital marketing strategy, it needs regular brainstorming with insights on the latest trends. In today’s lightning-speed world, strategies need to constantly evolve to meet the changing demands of the marketplace. The same rule applies if you don’t have a strategy and are just getting started.

2. Integrate your digital strategy with your overall marketing plan

It’s not uncommon for a newly developed digital strategy to exist in its own space, disconnected from a company’s general marketing. Your digital plan should not just be included in the overall strategy but should be its centrepiece.

3. Get to know your customers

There are many tools, such as Google Keywords Planner, that can identify the behaviour and profile of visitors to your website. This data can be used to grow your customer base by understanding and targeting their needs.

4. Stronger communication = Broader reach

Creative development of your social, search, blog and email marketing channels will engage your existing customers, as well as attract the attention of new prospects. An experienced web designer can focus on this, optimising the SEO and achieving higher rankings on Google searches.

5. Leading the way

It’s vital to keep adding momentum. One of the ways to do this is to test different marketing ideas and then adopt the ones that work best. Launching new onsite tools that enhance your visitor’s experience, such as customer loyalty or Live Chat software, is another approach. It enables you to lead rather than just follow what your competitors are doing.

6. The power of analytics

Make the time for an in-depth analysis of every facet of your online activity. When you install a tool such as Google Analytics into your website, you can view data on the traffic your site is receiving. These figures provide you with the knowledge to further streamline and empower your marketing operations.

These six ways of rebooting your strategy can help you stay ahead of new trends and a constantly changing market. Canberra Web can assist you every step of the way with web design and optimisation. We also provide monthly strategies for digital marketing Canberra businesses can rely on.

The costs of internet marketing are extensive; they may range from absolutely nothing to millions of dollars, depending on the strategy used. It is, therefore, import to have a digital marketing agency Canberra-based, to advise on appropriate marketing strategies.

Methods of internet advertising for your business

The best way to advertise your business online is to create content and submit it to search engines. The content should be relevant and interesting to increase its popularity. This is a very cheap method of advertising, but it is quite slow. You can also choose to sell your products through a form of direct email; opt-in email ads. The most popular method of online marketing these days, however, is through Google AdWords. The system of Google AdWords is auction-based, where advertisers pay per click.

How the costs of advertising are determined

While there are many ways to sell your content online, there are also just as many revenue models. The revenue model for your business is determined by the amount you are willing to invest in the advertisement. There are three commonly used revenue models used in digital marketing Canberra-wide. They are:

Cost Per Click (CPC) - The advertising company pays for only the number of people who click the ad

Cost Per Mile (CPM) - The advertiser pays for the number of people who have been served by the ad.

Cost Per Action (CPA) - The advertising company only pays for the number of people who make a transaction.

Budget

As earlier mentioned, the cost of online advertising largely depends on your budget. CPC may range from a few cents to $5 per click, depending on the popularity of the words used. The position of the ad depends on the money invested. For instance, if the budget is $500, and each keyword is $5, the ad will be displayed until there are 100 clicks. CPM can vary from $10 to $100 per impression, depending on the traffic on the website.

In conclusion, the cost of advertising largely depends on your budget. Set your budget, consult with the right digital marketing agency and get your business out there.

Leverage the power of YouTube to market your business online

Did you know that YouTube reaches more 18 to 49 year olds in the United States than prime time television? Cisco also revealed that 82% of all consumer internet traffic by 2020 will be video. Based on these statistics alone, video is an integral channel for communication with online consumers, both now and in the future. Currently ranking as the second most used search engine, YouTube has over a billion users, which is close to a third of all internet users. When you consider this in terms of global marketing reach, your opportunities are endless!

Importance of video marketing

Why is video such an effective form of marketing? Because it packages information in a format that consumers can digest easily. Video conveys information much faster than words and images alone, so you can attract and hold your audience's attention long enough to sell them the features and benefits of your products and services.

Video marketing increases revenue

An Adelie Studios 2016 study found that businesses using video as part of their marketing strategy grew company revenue 49% faster per year than organisations without video. So incorporating video in your online business marketing is essential to increase revenue, as well as build brand awareness and generate sales leads.

How to define your video marketing goals and strategy

Before you decide to integrate video in your digital marketing campaign you initially need to define your goals - what you want to achieve from your video marketing investment. There are many different goals you can set, such as increase sales conversions, grow your subscribers for future email marketing campaigns or funnel traffic to your company website; it's up to you what goals you determine to be relevant to your business marketing vision. The next step in the process is developing a video marketing strategy and campaign based on the goals you've set.

To capture the attention of your target market, your video campaign needs to be entertaining and interesting, or you will lose your audience very quickly. By investing in the services of a video marketing company, you can have video content created that will engage your audience, so that you can reach your digital marketing goals. Video marketing specialists can also set up your campaign and target the audience demographics you are wanting to reach, as well as assess analytics to tailor your campaign for a higher rate of success.