5 Tips to Help You Build a Multi-Channel PPC Strategy

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At In Front Marketing, we understand the importance of a multi-channel PPC strategy for achieving success in digital marketing. By utilizing multiple channels, such as search engine marketing, display ads, and social media campaigns, you can effectively advertise your product or service and reach a wider audience. 

A multi-channel PPC strategy can also help increase conversions and ultimately achieve your marketing goals. In this article, we will share five tips to help you create a successful multi-channel PPC strategy with In Front Marketing.

  1. Understand Your Audience:

Before you develop a multi-channel PPC strategy, it’s crucial to understand your target audience. You should know who they are, what their interests are, and where they are located. This information will help you determine which channels to use and what type of content to create. For example, if your target audience is young adults, you may want to consider using platforms like Snapchat and Instagram, which are popular among this demographic. 

Alternatively, if you’re targeting a more general audience, channels like Facebook and Google AdWords may be more effective. These platforms allow you to target specific demographics and interests, ensuring that your message reaches the right people. You now have 3 or seconds or less to capture the users attention…….. Go! 

  1. Create a Comprehensive Budget:

Once you have a good understanding of your target audience, you should create a comprehensive budget that includes the cost of each channel, estimated conversions, and any other associated costs. This will help you allocate your budget effectively. Collaborating on knowledge acquired during your campaign is crucial, as everyone approaches this different. What does your budget mean to you, based on these results? 

  1. Use Different Channels:

Once you have identified the channels you want to use, you should create campaigns for each one. This involves creating separate campaigns for each channel, tailoring the content to that channel’s audience, and setting up tracking and reporting.

  1. Test and Optimize:

In order to get the best results from your PPC campaign, it’s essential to constantly test different elements and make adjustments. You can test different ad copy to see which version performs better, or test different targeting options to see which audience is most responsive. 

Keep in mind that there is no “perfect” campaign, and you should always be testing and making adjustments to get the best results.

  1. Analyze and Adjust:

As you create and launch your marketing campaigns, you should pay close attention to the results you’re seeing. If your campaigns aren’t performing as well as you’d hoped, you may need to adjust your budget, targeting, or ad copy. In using Google Analytics, our team can use this data to market appropriately while including the above into your strategy. 

You should also take a close look at which channels are performing the best, and consider increasing your investment in those channels if you’re seeing strong results. By analyzing and adjusting your campaigns, you can ensure that they are as successful as possible.

  1. Setting up G4 & Acquiring Conversions:

Last but not least, it is important to set up conversions in Google Analytics 4 and optimize towards them in order to properly measure your Return on Ad Spend (ROAS). Working with a partner with experience in the field, such as In Front Marketing, can also be beneficial for your campaigns and overall marketing efforts. By setting up conversions and optimizing towards them, you can ensure that your multi-channel PPC strategy is successful in helping your business thrive in the digital world.

That is a Wrap!

In conclusion, a multi-channel PPC strategy can help you reach a wider audience, increase conversions, and achieve your marketing goals. By understanding your audience, creating a comprehensive budget, using different channels, testing and optimizing, and analyzing and adjusting your campaigns, you can create a successful multi-channel PPC strategy. 

Remember to work with a partner, like In Front Marketing that has experience in the field, as this can greatly benefit your campaigns and overall marketing efforts. With the right approach and a bit of effort and dedication, you can create a multi-channel PPC strategy that helps your business thrive in the digital world.

Future-proof Your Analytics and Data 

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Our how to for setting up server-side tracking 

Two years ago this month, iOS 14 made its debut on Apple’s mobile devices, blocking third-party data and completely changing online marketing in the process.

On the surface, this statement seems hyperbolic. But, depending on who you ask, the iOS-run iPhone is used by over 50% of the market in Canada and the U.S.

So, when Apple moved away from third-party data sharing, it had far-reaching consequences that led to the death of the pixel. . And now, Google is joining the movement with a new solution that stops third-party tracking while still giving businesses the ability to record and analyze their marketing data.

The next generation of data collection – server-side tracking

Google’s answer to these new restrictions is for each business to set up their own, secure server. Then, visitors are asked for permission to collect data from the website – all of which is stored on the business’s own server.

From there, all the data can be parceled out to Google, Facebook or any other platform.

This is called server-side tracking. By restricting all initial data collection to the website owner, the collection and use of the data becomes legal across jurisdictions, and Apple will allow the collection. 

This is great for personal privacy because it provides greater transparency for how the data is used and helps anonymize the data

For businesses, server-side tracking offers a new way forward that not only takes into account the fall of third-party tracking, but also the new ways we interact with our devices and how we look at data by providing full control and ownership of your data.

Why it’s important to make the change

Currently, Apple iOS is blocking analytics tracking capabilities from roughly 40% of all visitors because it’s processed by a third-party system (advertising vendors – Google, Meta, DSPs). And, Apple isn’t the only one cracking down on cookies. Various governments, including our own, have decided that the information of the end user is valuable and worth protecting. 

Of course, we agree. It’s vital to control your data – to know who sees it and how they’re using it.

But, these new rules make traditional tracking much more difficult and less effective for businesses. But, we think that’s a good thing, because the old way of tracking is too chaotic and full of real security flaws.

The origins of third-party tracking 

For years, digital advertising has relied on pixels/cookies to monitor how audiences reacted to advertising campaigns, newsletters, even billboards.

Everyone had their pixels scattered everywhere. It was the Wild West of data collection. Streams of code flowed from one major tech company to another without anyone truly knowing who had access to what, or what these companies were doing with all that information. 

That was great for advertisers, marketers and big tech, but it was a nightmare for personal privacy.

When it became clear some companies were abusing the public’s trust with all this information, the European Union led the charge to make a change. This kicked off the downfall of third-party tracking. Then Apple started blocking third-party data sharing, pushing the change further. 

How to switch to side-server tagging

Switching to side-server tagging should be seamless. 

However, unlike some transitions in the digital sphere (where push updates are common), switching to side-server tagging is initiated by the website owner. 

If you haven’t updated to Google’s new analytics platform (GA4), that’s the first step. Once you’ve updated, you can set up your Google side server to capture the information. 

This requires a bit of technical know-how. If possible, it’s best to leave it to your IT department or talk to your digital advertiser to see if they can set it up for you.

However, for those who are technically inclined the steps to make the transition are all online. Here is an abbreviated view of the Google Server-Side Setup:

  • Create a GTM Web Container, if one doesn’t already exist
  • Place the GTM Code Snippet on Site (It will have to be updated later but is needed now to test the setup during the process)
  • Create a GA4 Property and configure it through Web GTM
  • Create a GTM Server Container
  • Create A Google Cloud Project, and stay in testing stage for now (It’s possible to use an existing cloud server as long as the project is not utilizing the app engine for anything else) 
  • Manually configure your GTM Server container in the cloud server with the closest location, etc.
  • Setup a Custom domain (e.g. data.yoursite.com)
  • Update txt records and a/aaaa records in DNS records to verify the domain and get the SSL certificate
  • Configure the GA4 in web GTM to send data to the server container.
  • Configure GA4 client in Server GTM
  • For Facebook ads:
    • Send the event data from web and server-side 
    • Prevent the event duplication through event id in the GTM Web Container
  • Update GA4 Tags to contain Facebook event data if you are sending any custom parameters (the server GTM container cannot directly accept Facebook event data so, that has to be sent to the server through GA4 tags)
  • Proxy GTM using a GTM web client in SGTM Container.
  • Update the GTM code snippet on the site so that the GTM loads through The server container by replacing www.googletagmanager.com with data.mysite.com
  • Set up Facebook conversion API Tag in Server Container.
  • Update the GA4 and Fb tags to remove or add any other parameters.
  • Verify your domains in Facebook by updating txt records or by using your preferred method
  • Update your Cloud instances accordingly and put them in the production stage

For a more in-depth, technical look, follow Google’s instructions on the transition.

Make the switch sooner

To stay ahead of the curve, we recommend all businesses that rely on digital advertising make the transition to side server tracking as soon as possible – AKA now.

If you haven’t made the change yet, give us a call. All we need is a little information and we can set up your server for you so you can switch to GA4 Data Analytics without a hitch.

Keyword Mastery: 8 Easy Steps for Google Ads

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Choosing the right keywords for your Google Ads campaign is critical to its success. The right keywords will help you attract the right customers and get the most out of your budget. Meanwhile, the wrong ones will show up on those who show no interest in you in the first place.

Want successful keywords and satisfied audiences? Follow these steps for proper Google Ads keyword selection:

Know Your Audience

Know your target audience first. Understand them to find the solution for your company. Choosing the right keywords comes after.

  • What are their needs and wants? 
  • What are their interests? 
  • What prevents them from purchasing? 

Once you know your audience, you can start to think about the keywords that will appeal to them.

In Front Marketing crafts buyer personas for your business to establish a baseline journey.Understanding your audience will determine the geographic, demographic, psychographic and behavioural segments. These factors are essential when creating your keywords. 

Do Your Research

Once you know your audience, it’s time to do some research. Start by brainstorming a list of potential keywords. Then, use a keyword research tool like Google’s Keyword Planner to get ideas for related keywords and see their popularity.

There are a variety of ways to approach Keyword Research, as every agency is different, yet these are the primary factors that we like to use:

  • Define – What are the topics? What is the user intent? Do we have a landing page? What is the seed keyword?
  • Brainstorm – Do we understand the mindset of our customers? Is there low-hanging fruit? What is the keyword list showing? Who are the competitors? 
  • Filter – Do you have a target keyword? What is the volume? What keywords will serve your purpose the best? Cut out the fillers and provide curated content. 
  • Inspect – Are you researching the volume for fluctuations and declining volumes? What are the rankings for your keyword list? 
  • Prioritize – Have you established your primary keyword? This should be ranking for your website. What is your secondary keyword? This should have a good balance of volume and keyword difficulty. 

Consider Your Budget

When you’re choosing keywords, it’s essential to consider your budget. Some keywords are more expensive than others, so you’ll need to decide how much you will spend on each one.

Your maximum cost per click (max CPC bid) is the most you are willing to pay for a click on your ad. With proper management, you may influence the amount of traffic your ads receive, which can, in turn, impact your Return on Investment (ROI).

With Google Adwords, you can set an average daily budget. This is great for clients that utilize a monthly spend over a daily spend. 

Consider Your Goals

What are your goals for your Google Ads campaign? Do you want to increase brand awareness? Drive traffic to your website? Make sales? Once you know your goals, you can choose keywords likely to help you achieve them.

Creating your goals for your campaign will also depend on which type of campaign you are using. 

Below breaks out the options you have:

Search Campaigns:

  • Sales – drives sales or conversions. This would be the start of the purchasing or conversion process. 
  • Leads – Encourages customers to engage or express interest in your products or services by signing up for a newsletter or submitting a contact form. 
  • Website traffic – this shows the intent for informational purposes. Assisting in research or informational purposes.

Display Campaigns

  • Sales – Drives sales or conversion from a customer ready to purchase. Typically, customers are further down the funnel as they hope to buy or utilize a service.
  • Leads – Encourages customers to engage with your products or services. Typically engages them with a Call-to-Action. 
  • Website traffic – Driving potential customers to your website. Works as a point of contact to establish brand awareness. 
  • Brand Awareness & Reach – Increasing impressions and introducing customers. 

Shopping Campaigns

  • Sales – Drives sales or conversion online. We are engaging with returning users who are close to making a purchase decision. 
  • Leads – Encourage relevant customers to engage with your products or services.
  • Website traffic – drives potential customers to your website.

Video Campaigns

  • Sales – Customer engagement via online, in-store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or shopping.
  • Brand Awareness & Research – open your website to a broad audience and increase its relevance.

App Campaigns

  • Device App installs and engagement with an automated campaign to show ads. Utilizes Google Search Network, Display Network, and Google Play within our apps and on YouTube.

Performance Campaigns

  • Sales – Customer engagement via online, in-store or app
  • Leads – Encourages customers to engage based on your services or products by providing their contact information
  • Website traffic – Drives customers to your website 
  • Product & Brand Consideration – encourage your customers as they are researching or looking for products.
  • Brand Awareness & Research – open your website to a broad audience and increase its relevance.

Match Your Keywords to Your Ad

Once you’ve chosen your keywords, match them to your ad. Ensure your ad is relevant to the keywords you’ve chosen and includes at least one of your keywords.

Broad match – Ads may show on searches that relate to your keywords. This would be considered the top of the funnel, providing information to your audience. As you curate the content, these search terms become more transactional as you build brand loyalty. 

There are four different match types for Google Ads keywords: broad match, phrase match, exact match, and negative match. The match type you choose will determine how closely your ad is matched to the searcher’s query.

Group Your Keywords

Grouping your keywords into ad groups can help you better match your ads to the searcher’s query. It can also help you stay within your budget by allowing you to bid more on the most important keywords.

This should be noticed when creating your campaigns. Creating tight keyword ad groups, it allows your overall performance to increase. Organized keyword ad groups improve your account’s relevance, which increases your quality score and lowers your cost per click. 

You can create the most successful and cost-effective campaigns by segmenting your keywords.

Set Your Bids

Once you’ve chosen your keywords and ad groups, it’s time to set your bids. How much you’re willing to pay for each click will determine how often your ad is shown. Of course, stick to your budget!

Monitor Your Results

Once your campaign is up and running, monitoring the results is essential. After all, you won’t honestly know if your campaign is doing well if you don’t know what kind of results it gives you. Plus, with such information, you can improve your keyword usage to maximize performance.

Conclusion

By following the tips we’ve shared above, you stand a much better chance of reaching out to the right people who want to know about you and what you offer. 

That said, if you need help picking the right keywords for your Google Ads campaign, be sure to work with a professional. With their help, you can maximize your Google Ads campaign results, giving you the success you dream of enjoying.

If you are unsure about your Google Ad Settings, reach out to one of our trusted Google-certified team members today.

In Front Marketing offers results-driven solutions to help businesses use their online presence better. If you are looking for Google Ads services in Calgary, reach out to us today!

Top Mistakes to Watch Out For When Using Google Ads

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In digital advertising, there is always something new to learn, adapt, and adjust to. This could be many things as well as tasks, such as investing in a new platform, evaluating traffic and conversions, learning the function of algorithms, managing third-party cookies, or dealing with machine learning. Beyond that, it could also be learning how to use Google Ads in a smart way.

Read on to discover the top mistakes to watch out for when using Google Ads.

Sticking to ROAS (Return On Advertising Spend)

Marketers now have access to more data than ever before. When evaluating digital marketing initiatives, most advertisers focus on rudimentary indicators rather than the full picture.

The vast majority of e-commerce advertisers optimize their media expenditure and create ROI-based programs, such as the ROAS. This is a typical method, but it has serious drawbacks.

Marketing is an investment.

ROAS refers to the technique of optimizing your media spending for maximum revenue rather than profit. Simply sticking to ROAS, however, will hinder you from paying attention to business-related metrics and understanding them. Moving from ROAS to Future Margin on Ad Spend will provide you with a more thorough view and help us evaluate each bid, placement, and so on.

Ignoring the Audience

Keywords tell us what people are searching for, what they want, and what you can give. However, the people must come first, not keywords. Audiences, after all, are not a replacement for keywords, but they can help improve campaign results when they are refined and targeted correctly. 

Personas exercises will help establish your target audience.

Not Embracing New Technologies

Google is continuously growing to be a black box for machine learning. This means that as we rely on Google, we will have less and less direct control over budgeting, intelligent bidding, responsive ads, intelligent shopping, and keyword selection. Embracing this digital transformation is one of the benefits of a successful marketing strategy.

We can’t stop machine learning; when managing our own or our clients’ budgets, we must remember that we live in this landscape. As such, to stay ahead of the competition, we must accept change and capitalize on trends. This will be a fantastic opportunity because the majority of advertisers either embrace machine learning and are obsessed with everything AI-related, or they refuse to accept its dominance.

Not Assessing or Reviewing Data

Data from Facebook and Google alone are insufficient. However, the question isn’t just whether we can trust Facebook or Google totally.

Because we rely on ad platform data, we lack a comprehensive system for monitoring user experience across platforms and devices, as well as a single source of truth.

With all these inconsistencies present, it is critical to optimize. The integration of diverse systems into a single, impartial view improves optimization.

Successful Marketing Strategies - what are your goals for organic growth?

Trusting Only in Google’s Algorithms

Nowadays, everyone is using the same algorithms. Algorithms reduce competitiveness, blurring the lines between one advertiser from the next. As such, each advertiser can click to use the other advertiser’s algorithm.

The best way to “beat” the algorithm is to engage in bidding models, ad engine testing, and algorithms are becoming commodities.

The secret ingredient is data, which is used to power algorithms. The majority of the world is obsessed with the idea of “let me use a smarter algorithm,” yet this is not the goal.

Algorithms will be a commodity in two years, and we will know that they are nothing more than a formula whose math is fed by the data we provide it.

Use Only Third-Party Information

Google has stated that third-party cookies will be limited, which may have an impact on specific industries. Such “cookie limits” will change the game; therefore, we can’t rely on cookies and tracking technologies as we know them.

Because all advertisers will use the same algorithms, first-party data will assist us in distinguishing ourselves from the competitors.

Conclusion

Digital advertising today is one of the most effective ways to grow your business. After all, we are currently living in a modern and fast-paced world. 

Indeed, we are being called to adapt to this era that calls for expertise in Google Ads, among others. By being knowledgeable of the top Google Ads mistakes to look out for and avoid, you can expect to perform better than your competitors.

In Front Marketing offers premium Google Ads services in Calgary to help you grow your brand and business. Work with us today to learn more!

Signs That You Need Help with Your Social Media Marketing

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For many brands, social media is an efficient tool that offers countless potential. With this free platform, you can create leads and greatly expand your online presence. According to a recent study from Hootsuite, there was a 21 percent rise in global social media use from January 2016 to January 2017 alone, reaching an astonishing 2.8 billion users worldwide.

However, managing so many social media platforms, accounts, and sites can make it challenging to conduct successful social media marketing. Many social media managers believe they have everything under control, yet they may be making some common mistakes without even realizing it.   

Additionally, learning new things is never-ending with social media, and you must continually adjust to an expanding and changing market. That said, below are a few indications that your social media marketing needs improvement.

1. You Are Still Doing Everything Manually

There is one evident thing when it comes to businesses: the definite value of time. That said, it’s best to avoid wasting time on tasks that can be automated or handled by someone else.

Everyone’s time is wasted if all of your social media activity is planned, implemented, and managed manually. According to Buffer, using a powerful social media management tool like their own may possibly save your company 6 hours every week! It’s safe to assume that you need assistance with your social media marketing if you use Twitter, Facebook, and LinkedIn separately and at various times throughout the day.

In such a case, getting a skilled freelance social media manager to launch your social strategy and editorial calendar might be beneficial.

2. You Get Minimal Results from Your Social Media Efforts

It may be time to conclude that something’s definitely wrong if you’re not getting consistent positive outcomes from your SMM efforts.

The truth is that there are still measurable results to be gained, even though it can be challenging to gauge a post’s commercial effectiveness at times.

If done correctly, your product marketing on social media can be effective. Don’t be shy about posting about your goods and services as long as you link them to an interesting narrative or point of view. As a matter of fact, products were the most engaging content types for the top 200 global companies on Instagram.

Utilizing social conversion monitoring on your eCommerce website allows you to identify the specific source of your paying clients; this gives you the ability to turn social media followers into devoted patrons.

Analyze sales data alongside web and social analytics. Consider your SMM’s commercial results and keep allocating funds to initiatives that increase sales.

3. You Are Lacking in Brand Personality

Seventy-one percent of consumers who had positive social media experiences with a company were more inclined to suggest it to others, according to a study by Ambassador on internet shoppers. Because of the influence of recommendations, it is crucial to establish an engaging and consistent brand personality online.

Your audience will lose interest if they can’t connect with your brand personality. Your tweets, Facebook posts, and Instagram stories need to have a stronger personal connection with your audience. As such, your social media approach clearly needs some help if your business is coming out as uninteresting.

4. You’re Operating on Too Many Platforms

You need to understand your sector and how various social media platforms cater to various demographics and objectives to conduct an efficient social media campaign

With intelligent store builders that enable you to streamline your eCommerce operations, eCommerce firms can unite all of their sales and social networks under one main dashboard. You may also invest in social management solutions like Hootsuite to unify many channels under one tool.

5. You Usually Ignore the Purpose of Your Platforms

The significance of developing a distinctive strategy and voice for each of your various platforms goes hand in hand with the idea of operating on too many platforms. Sadly, you’re already failing if you’re copying and pasting your Facebook postings from Twitter.

The thing is, different platforms require various personality traits and tones. It’s possible that your devoted Facebook friends prefer not to be addressed in the same way as your Twitter followers.

Conclusion

If you’re finding that you’re struggling to keep up with your social media marketing, it may be time to seek out some help. There are a number of signs that can indicate that you need assistance, such as feeling overwhelmed, not seeing results, or not having enough time to dedicate to social media.

If you’re experiencing any of these issues, consider reaching out to a social media marketing expert who can help you get back on track.

If you are looking for a reliable social media marketing agency in Calgary, AB, look no further than our expertise here at In Front Marketing. We are a results-driven Calgary advertising agency that is centred around clarity, confidence, and client satisfaction. Call us today, and let us help handle all your social marketing tasks in no time!

Myths Busted: Debunking the Most Common Google Ads Myths

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The world of Google Ads can be very perplexing as there are a variety of ad possibilities, some of which even seem promising in theory but are awful in practice.

The thing is, many myths about Google Ads deter companies from using this effective marketing tool, despite the benefits it offers. This is where your In Front Marketing team comes in for the win, as we can assist your business with AdWord campaigns.

We take the strategy for your business, implement the frameworks into our process for Google AdWords – the result is getting your Company In Front of potential customers, at the exact moment the user is searching for a business just like your’s. Sounds like a win-win to us. 

In order to help you make the best choice possible for your Google Ads campaigns moving ahead, this post will debunk some popular Google Ads fallacies.

Below are just a few of the common examples.

1. They Are Expensive

Naturally, marketing is difficult work in any scenario. Although getting a return on your investment is scary, you can be sure that it will still happen if your account is set up properly. Even on a small budget, Google Ads allows you to reach more potential clients interested in your product or service.

It’s affordable, to put it simply. It can even be considered an excellent deal. It is one of the most economical marketing strategies you can employ to reach a wide audience. 

You may save time and money on each campaign by using Google Ads to support all of your marketing initiatives. And you just pay when someone clicks on your advertisements or makes a purchase; you don’t have to pay for it in advance. In short, no resources would be wasted.

Pairing a great strategy is key to acquiring the best ROI for your budget. If you are unsure of where to start, reach out to one of our team members for a client discovery today. Reaching $54.5 billion in worldwide revenue, Google AdWords proves to come as a strong contender to use in your strategy. 

2. They Will Do All the Hard Work for You

It’s not always a good idea to fully entrust the creation and management of your ads to Google. That said, your advertising efforts will function smoothly and effectively if you have total control over them, utilizing Google efficiently.

Having control gives you the flexibility to include, update, and make any necessary adjustments anytime you need to. You may always ensure that your ads are shown in a way that will attract the most potential clients’ attention or sales. Our team optimizes accounts based on data, as this is not a cookie cutter solution. Many variables contribute to the success of campaigns so understanding the following is key:

  • Locations 
  • Keywords 
  • Content 
  • Digital Assets 
  • Bid Strategy
bid strategy

On the other hand, there is a chance that your advertisements won’t be optimized for the best performance if you let Google handle them all for you. We approach all campaigns with growth, revenue and optimizations in our marketing direction. 

3. They Do Not Work at All

This is just a common assumption and is among the least accurate. Because of their high efficiency, Google Ads have been dubbed “the best return on investment internationally.”

The truth is that 90% of consumers feel Google advertising has an impact on their shopping decisions, according to WebFx. The average conversion rate for a local firm utilizing AdWords, according to AdEspresso, is 1.6%. In other words, you make 16 sales for every 100 people that click on your advertisement.

People’s lack of a good approach is the key trigger of why they believe Google Ads are ineffective. Without a strategy, you are simply throwing money at an advertisement with no clear aim. With the right campaign and strategy in place, your business will work to maximize the benefits of your account and further your development.

4. Your Budget May Be Too Small to Have Any Impact

When using Google Ads, you must ensure that you’re visible to as many potential clients as possible. You can do this, even with the tiniest of budgets. Remember that you only pay for Google Ads when a user clicks your advertisement. Simply ensure that the right target market is able to see and click on it.

There is no minimum spending requirement for Google Ads marketing. By targeting users looking for their preferred product or service, a business can still impact its ads, even if it is just getting started or has a small budget.

Conclusion

There are many myths about Google Ads that prevent businesses from using this powerful tool to its fullest potential. However, as this article has shown, many of these myths are unfounded. Google Ads can be an extremely effective way to reach your target audience and grow your business, as long as you understand how to utilize it correctly.

If you are looking for a reliable social media marketing agency that provides Google Ads services in Calgary, AB, look no further than our expertise here at In Front Marketing. We are a results-driven Calgary advertising agency that is centred around clarity, confidence, and client satisfaction. Call us today, and let us help handle all your social marketing tasks in no time!

A Quick Guide to Content Advertising: What You Need to Know

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Content advertising is a way to supplement your organic reach by paying to promote your content. This can be done through platforms like Google AdWords or Facebook Ads. The advantage of this over native advertising is that it allows you to specifically target people who are interested in the type of content you have to offer. If you are looking to gain more knowledge about content advertising and how to use it in your marketing strategy, this is the right article for you!

A Quick Guide to Content Advertising: What You Need to Know

If you are a neophyte marketer looking to gain an edge over the competition, content advertising may be what you’ve been looking for. Before anything else, how is content advertising defined?

What is Content Advertising?

Content advertising is a powerful online marketing tool that can help promote your product or service. By creating compelling and informative content, you can drive traffic to your website or landing page and generate leads or sales.

There are various ways to create content for content advertising, such as blog posts, infographics, videos, or e-books. The key is to create content that is interesting and useful to your target audience.

When creating content, be sure to keep the following in mind:

1. Write for your target audience.

2. Make your content informative and helpful.

3. Use keywords and phrases that your target audience is searching for.

4. Promote your content through social media and other online channels.

By following these tips, you can create content that will help you achieve your marketing goals.

What are the Advantages of Content Advertising?

There are several advantages to using content advertising as part of your marketing strategy. First, it can be an effective way to reach a large audience. This is because you can promote your content on various platforms, such as social media, search engines, and even email.

In addition, content advertising can be an effective way to build brand awareness and credibility. This is because you can provide valuable information to your target audience that they can use to make informed decisions about your product or service.

Finally, content advertising can be a cost-effective way to generate leads and sales. This is because you only pay when someone clicks on your ad. This means that you only pay for results, which can save you a significant amount of money over time.

What Do You Need to Know Before You Start?

Before you start using content advertising, there are a few things you need to keep in mind. First, you must ensure that your content is high quality and relevant to your target audience. This means that it should be well-written, informative, and engaging.

In addition, you need to make sure that your content is properly optimized for search engines. This means using keywords throughout your content so that it appears in search results when people are looking for information related to your product or service.

Finally, you need to ensure that you are using the right platform to promote your content. This means choosing a platform that has a large audience and that allows you to target your potential customers.

Conclusion

Content marketing can be an extremely effective way to promote your business and attract new customers. However, it is crucial to keep in mind that there are a few things you need to do to ensure that your content is successful. If you get the hang of content advertising, you will be well on your way to creating successful content marketing campaigns that will help you attract new customers and grow your business.

If you are looking for help with content advertising in Calgary, come to In Front Marketing. We are a results-driven Calgary advertising agency that is centred around clarity, confidence, and client satisfaction. Get in touch with us today!

5 Differences Between Copywriting and Content Writing Online

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Running a website requires more than excellent optimization to rank on search engine results. It also needs high-quality content to attract more users to read, visit, or explore the websites containing information for products and services. But what is content creation?

Content creation is the process of developing and curating content for distribution. It can take many forms, including blog posts, articles, infographics, videos, and more. However, content writing and copywriting are the more popular forms. But which one’s better? Read on to learn more.

1. Purpose

Content writing is more focused on a brand’s message. The purpose is to engage the audience and educate them about the brand. It also contains specific information people may look for about the products and services offered by businesses.

Copywriting, on the other hand, is more focused on the user. The purpose is to sell the product or service and convince the user to buy or use it. It also uses more engaging and descriptive words to attract potential customers to secure a sale.

2. Length

Content writers create longer articles that are more informative. The length can range from a few hundred to a few thousand words. It is also more engaging and informative than a sales pitch. Content length also influences search result rankings, helping websites do well.

Copywriting is shorter and more to the point, and the length can range from a few sentences to a few paragraphs. Sometimes, it only uses phrases at most. It also uses persuasive and compelling words to convince the user to act on the offer.

3. Emotion

Content writing is more emotional, informative, and engaging. It’s designed to make people feel something, connect with the audience, and make them like and trust the brand. It is more about providing value and engaging with users.

Copywriting is more about making people act. It is designed to make people buy something, sign up for something, or be aware of something. Copywriting ensures every word is straightforward, highlighting the benefits of buying or subscribing to the product or service.

4. Tone

Content writing is more relaxed and informal because it builds relationships and connects with the audience. Think of the tone in content writing as more like a conversation. Readers should feel like they learn new things from friends or people they trust.

Copywriting is more formal and persuasive because it is designed to convince the audience to buy or subscribe to something. The tone is more like a sales pitch or an advertisement, ensuring customers will get the best deal possible once they support the company.

5. Call to Action

Content writing is more informative and educational, helping the audience understand what they need to know. The call to action focuses on helping the audience solve their problem. In a way, it ensures readers the help they can receive from the company.

Copywriting is more persuasive and is designed to get the audience to buy a product or subscribe to a service. The call to action focuses on getting the audience to support the company. It usually prompts readers to purchase or subscribe to something.

Conclusion

Copywriting and content writing are both critical for businesses. They are two distinct writing styles that can help companies to achieve their goals. The important thing is to know when to use each of them.

Content writing is more informative and educational. It helps the audience understand what they need to know. Copywriting is more persuasive and is designed to get the audience to buy a product or subscribe to a service.
In Front Marketing is a marketing agency based in Calgary. We specialize in content advertising, helping clients reach their goals by posting high-quality content on websites and social media platforms. Learn more about our process from our marketing strategists in Calgary by booking an appointment on our website today.

Top Dog Tips – Data is Your Key to Marketing Success

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If you had to hire a marketing agency, would you know what to look for?

There is plenty of advice to be had on how to successfully market your small business online. Dave Taylor of In Front Marketing bases his advice on years of marketing experience and shares his top tips with us.

The key according to Dave is defining your marketing goals and understanding the metrics used to measure the performance of your marketing strategy.

It’s easy to get traffic, but hard to get quality leads that convert! Watch and learn how to find the right marketing agency to help you with those conversions.

A bit about our Guest

Meet Dave Taylor, Co-Founder and Strategic Digital Marketer at In Front Marketing. He prides himself in being able to assess the needs of his client and helping them to meet their marketing goals within their budget.

To Dave it is important that his clients know where every dollar of their marketing budget goes, and what return on investment they are getting. He and his team want to help their clients make an impact in their business.

You can connect with Dave on LinkedIn https://www.linkedin.com/in/dave-taylor-in-front-marketing/ at or contact him directly at [email protected].

For more information about In Front Marketing go to https://infrontmarketing.ca

#marketing #digitalmarketing #calgaryflames #metrics #googleanalytics #remarketingcampaign #businessgoals #salesconversion #stampeders #calgaryroughnecks #socialmedia #advertising

This week Dave meets with Greg Belanger of YYC Calgary Business & Top Dog Tips


Greg Belanger is a strategic, purposeful, and creative business sales leader with proven success in both the Fortune 100 Enterprise Information Technology and SMB Sportfishing Tourism markets. Greg has been entrepreneurial his entire business career. He focuses on helping businesses and their leaders leverage the power of digital media to increase their visibility and grow their businesses.

Join Dave & Greg as they discuss data and your key to marketing success

5 Benefits of Launching a Company Website for Businesses

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Launching a company website allows businesses to expand beyond physical stores. Websites open opportunities for growth, reaching a new audience, and/or building a new audience. It can also help companies to build their brand and create a professional image. These are all very key components to a digital strategy in the marketing world.

Building a website can be a lot of work, yet it’s worth it if you want to challenge improvements and expansions in business. What are the benefits of launching a company website for businesses, you ask? Here are some ideas based on what we have found in Q4 of 2022:

1. Drives Traffic

One of the most important reasons businesses should launch a company website is that it can drive the business’s traffic. A website can be a great marketing tool, helping companies to reach new and potential customers. When considering traffic, there is both organic and paid traffic – there is a very distinct difference. Understanding your website’s intent and current score should be evaluated to see where the largest opportunity is for your business. 

If you are considering launching a website for your business, you should keep a few things in mind, such as starting with a clear purpose. Once you have a clear intent, you can start developing your website design and your content. 

2. Converts Leads to Sales

Another reason businesses launch company websites are because they can turn leads into sales. They are a great way to showcase products and services and encourage customers to purchase, serving as a platform where customers can learn more about the brand.

A few variables to consider when evaluating as a consumer:

Loading Time – does the website show up right away?

Navigation – is the website easy to use?

Intent – does it serve the purpose of  your audience?

Design – Is the layout clear and concise? Does the text makes sense?

Reliability – Does the website show up properly? 

Current – Content and all security are updated frequently

A website can also help you establish yourself as an expert in your industry. Companies can establish themselves as thought leader when they provide insightful and helpful information. As a result, it can help you attract more leads and convert them into customers.

Examples of trust factors for an audience:

Consumer Reports

Reviews and/or Case Studies 

Price

Services 

Social Media Channels – Instagram, Facebook, Linkedin, Twitter, TikTok, Snapchat

Engagement – contact us form, chat widgets, and accessibility

3. Boosts Social Media Engagements

Another reason businesses launch company websites are because they can boost social media engagements. By including social media buttons or links on the website, companies can make it easy for visitors to like, share or follow their social media accounts.

Remember, the audience wants to engage for an intent. As businesses, we need to ensure that our intent is clear and our consumers can acquire an answer to the query they have. Every form of interaction should serve a purpose. 

By increasing social media engagement, businesses can build relationships with current and potential customers, generate brand awareness, boost loyalty, and drive sales and leads. Using social media along with a company website should double down on results. 

4. Improves Link Building

Link building is an essential aspect of SEO. It involves getting links from other websites to your website. The more links you have, the higher your website will rank in search engine results pages. There are a few different ways to go about link building and this needs to be strategically considered. 

A way to build links is to create high-quality content that other website owners want to link to, such as a blog post, infographic, or video. Other website owners will likely relate to it if you can create precious content. 

See the common theme? What is the value you are providing to your audience? This will assist in creating a backlink strategy to align with your content marketing. 

5. Solidifies Brand Reputation

Content marketing is a great way to build your brand reputation. By creating quality content, you can show your audience that you’re an expert in your field. It will help you build up trust with your audience, as it should have value. If you can build trust with your audience, they’ll be more likely to do business with you. 

This does not happen overnight – trust takes time and consistency! 

Websites can become the platform to launch content marketing campaigns. People will associate your brand with quality and trust if they see your brand appearing on search results pages. Over time, this can solidify your brand reputation and help your business gain more customers.

quote about trust

Conclusion

Launching a company website can become beneficial for businesses. In today’s day and age, people will always try to find information online. Therefore, having a website where they can search for the information they need should help businesses get ahead of others.

On the other hand, having a website should also help businesses convert leads to sales. Launching a company website can significantly improve the business’s visibility, save money, and collect valuable customer data.

If you are uncertain if your website needs work, feel free to check out our take on Website Redesigns & Rebuilds. 

In Front Marketing is an advertising agency based in Calgary helping businesses establish and expand their reach online. We aim to promote companies and help them dominate their niche through content advertising. Our team of marketing strategists should design a campaign to target a specific audience and bring the client’s products and services forward. Inquire on our website or book an appointment today.