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What Is Online Marketing?

Online Marketing is the art and science of selling products and/or services over digital networks, such as the internet and cellular phone networks.

The art of online marketing involves finding the right online marketing mix of strategies that appeals to your target market and will actually translate into sales.

The science of online marketing is the research and analysis that goes into both choosing the online marketing strategies to use and measuring the success of those strategies.

Service OneCambodia-Phnom Penh-App-Marketing-Adword-search

Types of online marketing include:

  • Search Engine Marketing – includes Search Engine Optimization (SEO) and Search Engine Marketing (SEM). SEO is the process of tuning your business website so that it ranks higher in the search listings when potential customers enter search terms that match your product offerings. SEO is free. SEM is paid search marketing – for a (typically) pay-per-click fee, search engines such as Google will display your ad when a user enters a search using one of your keywords. SEM statistics can provide excellent feedback on the effectiveness of your ad, such as the click-through rate (the number of times your ad has been clicked versus the number of times the page containing the ad has been viewed).
  • Online Advertising – While there are still banner ads on the internet, there are also other myriad options available, from interstitials (web pages displayed before or after an expected content page) through text ads. Different social media, such as Facebook, offer their own advertising platforms.
  • Email Marketing – once you have built a subscriber email list of potential customers who may be interested in your products or services, email marketing is a very effective way to get the message out. You can keep them up to date with company news, upcoming events, and special offerings. You can send out newsletters and customized product or service offerings specific to the customers needs.
  • Social Media Marketing – social media platforms such as Twitter, Facebook, LinkedIn, and Pinterest (just to name a few) are all opportunities for marketing online. Social media is a conversation – it requires active participation rather than just posting ads for your products or services. For more on how to market successfully on social media see:
  • Mobile marketing – Phones are fast becoming the one thing that everyone carries with them all the time, making text messages and other forms of mobile advertising the best way to reach your potential customers.
  • Blogging – having a business blog is another way to converse with your customers and keep them informed about your products or services. A blog can be used to provide advice and get useful feedback. See 7 Ways to Get Blogging for Money. Microblogs are a subset of blogs – normally consisting of short text updates sent by email, instant messaging, or Twitter.

And that’s definitely just to name a few; more online marketing strategies are being invented all the time.

Why You Need an Online Presence

Online marketing is becoming increasingly important to small businesses of all types. In the past, internet marketing was something that local bricks-and-mortar businesses could justifiably ignore. It didn’t make sense to waste time and money on online marketing when all your business was local.

Now with increasing local search and people’s new habit of searching on the internet first, it matters. I would go so far as to say that all businesses should include some online marketing in their marketing mix.

Aside from advertising online, your online reputation is very important, even if you do not conduct business over the internet – before a new customer decides to patronize your business chances are they will check online reviews, so building a reputation for quality and customer serviceis very important.

Unhappy customers are more likely to leave online reviews than satisfied ones, so having a strong reputation and plenty of positive online reviews is vital to business success in today’s digital world.

Online Marketing: Basic Strategies Any Business Can Use provides an overview of six of the most common online marketing strategies.

Also Known As: Internet marketing, marketing online.

Examples: Margaret was surprised to find that so many of her customers found her Sewgood Sewing Services store through searching on the internet.

 

How Does Google Remarketing Work?

Google AdWords remarketing is a form of online advertising that enables sites to show targeted ads to users who have already visited their site. Past visitors will see these ads while they are browsing the web, watching YouTube videos or reading news sites, for example—keeping your brand top-of-mind and enticing visitors to come back for more.

remarketing

 

Remarketing, also known as retargeting, can dramatically increase your conversion rates and ROI. This is because past site visitors who are already familiar with your brand are much more likely to become customers or complete other valuable actions on your site.

 

How Does Google Remarketing Work?

If you already advertise on Google, all you need to do is add a piece of Google remarketing code, also known as a tag or pixel, to your website so that visitors can get added to your remarketing audiences through browser cookies. You can customize the code for different pages to correspond to more defined categories.

For example, let’s say you operate an e-commerce business that sells kitchen supples. You might create a “toaster” remarketing audience based on people who visit the pages of your site where you sell toasters. That way, you can show these specific visitors highly targeted display ads that market your toasters. You already know they are in-market for toasters, and now you can draw them back, perhaps with a special offer like “free shipping.”

content-remarketing-google-display-network-reach

 

Using remarketing, you can show Google ads to your previous site visitors while they browse the vast number of Google partner sites in the Google Display Network.

Google recommends that when you are starting your first remarketing campaign, you begin by targeting everyone who viewed your homepage. Just remember, that will increase your Google remarketing costs since your ads are being retargeted to more individuals, and you won’t be able to create ads that are quite as targeted. By targeting more narrowly, you can therefore increase ad relevancy and lower your cost per click.

Eventually, you can create different Google remarketing lists for super-targeted remarketing campaigns; for example, you can choose to show users who have already purchased from your site different ads from non-buyers (such as an offer for 30% off your second purchase).

 

Why Remarket? The Advantages of Google Ad Retargeting

Google ad retargeting is powerful online marketing technique because it allows you to stay connected with your target audience, even after they leave your site.

By presenting your display remarketing banner ads to visitors even as they browse other parts of the web, you are gaining brand exposure and becoming more recognizable to your target audience, raising trust and making them more likely to purchase from you.

 

Remarketing ads have much higher click-through rates and conversion rates than typical display ads:

 

 

 

As you can see, previous site visitors will click your ads at 2-3x the rate of new visitors.

Further, the effectiveness of Google remarketing ads only increases with more impressions, and ad fatigue is much lower compared to other display ads:

 

 

You’ll see even better conversion rates when you start to combine remarketing campaigns with additional targeting methods, such as targeting by demographics.

However, keep in mind that users have the option of opting out of seeing your retargeting ads by adjusting their settings in accordance with the AdChoices program.

Google Remarketing Costs

Your Google remarketing costs will vary depending on how your campaigns fit into your online marketing strategy as a whole. However, in general, Google remarketing ads are some of the most cost-effective ad campaigns available to online advertisers.

 

Service One

Search ads in super-competitive industries can cost several dollars or more per click – and that’s just the average (with some keywords costing more like $50 per click). Display and social remarketing ad clicks by contrast might cost anywhere from 2-100x less.

To keep costs low, use Google remarketing in combination with contextual targeting, conversion filtering, frequency capping, and other cost-saving strategies. This will enable you to create highly targeted remarketing campaigns and increase your ad relevancy, showing most of your ads to the people who are most likely to click and convert.

 

 

Creating Banner Ads for Google AdWords Remarketing

When you remarket on the Google Display Network, you have the option of creating display ads that incorporate text, images, videos, or rich media. For help making customized Google remarketing banner ads, try using the free Google Display Ad Builder. You can choose from a number of pre-existing templates and then customize them for your business, selecting from a variety of Google remarketing banner sizes and formats.

Service One AD

Outbound Marketing – Traditional Isn’t Always Best

What is Outbound Marketing?

Definition: Outbound marketing (n) is the traditional form of marketing where a company initiates the conversation and sends its message out to an audience.

Outbound marketing examples: Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), cold calls, and email blasts.

Outbound marketing is the opposite of inbound marketing, where the customers find you, mostly through various paid and natural search engine marketing efforts. Outbound marketing is harder to track and less profitable than inbound marketing, yet ironically, organizations still spend as much as 90% of their marketing budgets on outbound marketing.

Organizations looking to improve their sales and return on marketing spend would be well advised to re-allocate an increasing percentage of their marketing budget on inbound marketing. However, inbound marketing has for a long time been difficult and incredibly time consuming to implement. Thanks to new software created by WordStream, it’s easier than ever to initiate, track, optimize and succeed with inbound marketing.

 

 

What’s the problem with outbound marketing?

Outbound marketing constitutes the majority of marketing budgets for many businesses. It’s been around for ages and some even consider it a cost of doing business. Outbound marketing, though, presents a lot of difficulties, and tradition and past mistakes should never get in the way of adapting to changing marketing trends. Problems with outbound marketing include:

  • Difficulty in tracking return on investment (ROI)
  • Increasing blocking techniques (Do not call list, Spam filters, TiVo, etc)
  • High cost, low yield.

CRM Daily reports, “nearly half of the companies that implement inbound marketing efforts see a 25 percent greater return on investment (ROI) on those programs than companies that do not. The survey found that inbound marketing channels can deliver up to 30 times the campaign conversion rate of traditional outbound direct-mail campaigns.” Inbound marketing is easier to track, has a higher ROI, and lower overall costs than outbound marketing. Your next step, of course, is to cut costs and increase conversions by shifting from outbound marketing to inbound marketing.

 

Inbound marketing and search engine marketing

The best, most effective way to capitalize on the benefits of inbound marketing is with search engine marketing activities. Search marketing is unique in that your customers start the conversation by searching on a topic – you as the advertiser have the ability to insert yourself into the conversation. The idea is to create ads and Web pages that will show up when someone searches for something relevant to your business, making it easier for customers to find you. Someone who searches for your product or service is a warm lead, and if you aren’t there to catch him, a competitor likely will. Consider the last time you made a (monetarily significant) purchase–where did you go? Did you look for ads in the Yellow Pages? Attend a trade show? Search for the product online? Most likely, you answered with the latter, and so did your customers.

To get started with inbound Web marketing, set up Pay-Per-Click (PPC) campaigns on Google AdWords and author relevant content for Search Engine Optimization (SEO). The more content on your website, the more reason for someone to land there, and the easier it will be for potential customers to find you.

Making the shift: moving from outbound marketing to inbound

Initiating PPC campaigns and SEO efforts may sound like daunting tasks, but they don’t have to be. Use the following as a guide to success with search engine marketing. You’ll want to:

  • Start with Keyword Research: Scan your website’s log files to discover keywords, search queries, visit counts and other valuable data to be sure you’re advertising with appropriate keywords for your website. Queries can also be used outside of search marketing as a guide to market trends for product research and feature requests. Use WordStream’s Free Trial andParser Tool to get started.
  • Create Campaigns on Google AdWords: If you haven’t already, start with a Pay-Per-Click campaign on Google, the web’s most commonly used search engine, to begin experimenting with keywords and driving new traffic to your website. Be sure to include your keywords in the ad copy, or use WordStream’s Ad Text Tool, which automatically populates keyword-rich copy for each campaign.
  • Optimize Google AdWords Campaigns: Sort your keyword groups by relevance for the best Quality Score. WordStream’s Keyword Grouping Tool evaluates each keyword and visits generated to provide the most relevant and efficient keyword grouping.
  • Continue Keyword Research: Set up a system to record search queries that bring people to your site so you have a better understanding what they’re looking for and how you can help. Sign up for a Free Trial with WordStream and add a bit of JavaScript to your website to continously build your keyword list with relevant, specific keywords for your long tail outreach.
  • Generate Relevant Content: Use keyword data to understand market behavior and write interesting, compelling content about these sujbects on your website for search engine optimization. The best part about this is that once you start showing up in organic results, clicks are free!
  • Repeat, Prioritize and Optimize: For your search campaign to perform at its best, these steps should be repeated periodically. Prioritizing tasks and optimizing campaigns is easy with WordStream’s software and workflow tool.

Just as Rome wasn’t built in a day, moving to an inbound marketing system is an iterative learning process, not a get-rich-quick scheme. But the good news is that you can get started with WordStream’s search marketing software and the steps above in just four minutes!

How Google AdWords Search Ads Work?

How Google Adwords Search Ads work?

 

Discover new keywords.

Start by searching words or phrases related to your products or services. Keyword Planner works to find the keywords that are most relevant to your business which you can then choose to add to your plan.

 

Compare keywords trends.

Get suggested bid estimates and see how often keywords are searched and how their search volume changes over time. That way, you can narrow down your keyword list and set your budget for the keywords you really want.

 

Create and share your plan.

When you have a plan you like, you can save it to your account or share your plan with others. Then, you can create ad groups and set bids for each keyword before turning your campaign on.

What Is Google AdWords Search Ads?

What Is Google AdWords Search Ads?

Reach the right customers with the right keywords.

Get keyword ideas to help build your campaigns with the AdWords Keyword Planner.

 

About the Google Search Network

The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords. In this article, you’ll learn about:

  • Where Search Network ads can appear
  • How to include or remove search partners
  • The types of ads on the Search Network

 

Where Search Network ads can appear

Your ads can appear with Google search results and on other search sites when your keywords are relevant to a user’s search.

  • Google search sites:Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.

How Google AdWords Search Ads?

GOOGLE ADWORDS SEARCH ADS

Google Adwords Search ads appear next to Google search results when people look for products and services you offer. And, you only pay when people click to visit your website or call your business.

HOW PEOPLE SEE YOUR AD.

On PCs, tablets, and smartphones, if the words people type into Google match your keywords, your ad can appear above the search results.
You only pay when people click — either to go to your website or to call your business. With millions of searches per day on Google, you can make sure your customers notice your brand, consider your offerings, and take action.

Measure, learn, and grow.

Once your ads are running, you can get reports to see how they are performing — and make adjustments anytime. You can also create different ads to see which ones perform best.

AdWords display ads -Reach customers on the web and in apps

Google AdWords展示廣告

通過網絡和應用程序接觸客戶 – 跨設備。

AdWords展示廣告會顯示在超過200萬個網站和超過65萬個應用中,因此您的廣告可以顯示在您的受眾群體的任何地方。

有多種顯示方式。

文本

像Google搜索上的廣告一樣,展示廣告包括標題,兩行文字和一個網址。

Gmail的

在Gmail中顯示自定義廣告,以便人們可以在收件箱中保存,轉發和展開您的廣告。

旗幟

使用圖片或富媒體,這些廣告可讓您包含自定義佈局,互動元素,動畫等。

應用

製作定位到特定移動應用類別的廣告系列,或跟踪您已經在運行的應用內廣告的效果。

 

接觸到正確的客戶。

Google展示廣告網絡擁有數百萬個網站,新聞網頁,博客和Google網站(如Gmail和YouTube),達到全球90%的互聯網用戶。通過專門的定位,關鍵字,受眾特徵和再營銷選項,您可以鼓勵客戶  注意您的品牌,  考慮您的產品並  採取行動。

 

Why Google AdWords?

Why Google AdWords?

 

Google AdWords Attract more customers.

Whether you’re looking to bring in new website visitors, grow online sales, get the phones ringing or keep customers coming back for more, Google AdWords can help.

Google AdWords Reach the right people at the right time.

Your business gets found by people on Google precisely when they’re searching for the things that you offer.

Google AdWords Advertise locally or globally.

Target your ads to customers in certain countries, regions or cities — or within a set distance from your business or shop.

 

Display Network Advertising

Reach Customers through Ad Placements Across Millions of Publisher Sites.

Google Display Network is a network of websites with advertising space where you can place your ads.

 

Discovery advertising’s Display Network advertising Solutions

The Google Display Network, Facebook Display Ads & Audience Networks and the Yahoo!/Bing Ads Content Network helps you generate awareness by getting your ads in front of consumers so they can learn about your business as they consider their optio_ns.

Using multiple targeting methods (contextual, behavioral, and geographic) and continuous optimization, we help you deliver relevant ads to consumers. Delivering highly targeted and relevant advertising greatly benefits your business because your message is more effective when targeted to consumers who are more likely to use your products or services.

With Discovery Ad, your online display ads are professionally designed and managed for you. We combine placement, contextual and audience targeting tools effectively to help you find, reach and connect with your audience more efficiently than ever before. We’ll do it all for you.

  • Your ads are professionally designed to be as unique as your business.
  • Build awareness by putting your ads on hundreds of the web’s most popular sites.
  • Reach new customers who aren’t yet actively searching for your business.
  • Advertise across both mass-media and niche websites related to your product or service.
  • Engage with users using different formats such as text, video or rich media ads

 

 

Contact Us for a Free Consultation today to discuss developing a Display Network Ads Campaign for your company!

What Is the Google Display Network (GDN)?

What Is the Google Display Network (GDN)?

 

-The Google Display Network is a network of websites with advertising space where you can place your ads

-The Google Display Network uses precise targeting to reach engaged audiences- this delivers better results for advertisers

-It’s a simple, cost-effective way to advertise on millions of high-quality news pages, topic-specific websites, video sites, and blogs

 

How Do You Target Customers On the Google Display Network?

Reach your audience base on how they browse and who they are.

Contextual targeting

  1. Keyword contextual targeting
  2. Topic targeting
  3. Placement targeting

Audience targeting

  1. Interest category marketing
  2. Demographics
  3. Remarketing
  4. Similar users

Tip: Combing Contextual Targeting with Audience Targeting gets the best results.

Contextual Targeting

Reach your audience based on how they browse:

Keyword Contextual Targeting

Google matches keywords in your campaign with themes on the display network. Topic Targeting

Google has categorized thousands of sites and pages for you to choose from.   Placement targeting

Pick the websites where your ads will run. This gives you the maximum amount of control.

 

Audience Trageting

Reach your audience based on how they browse:

  1. Interest Category

Google looks at the websites someone has visited and makes judgments to show them ads for products that are related to those sites.

  1. Demographics

Select audience based on “inferred age” or gender

  1. Remarketing

Show your ads to people who visited your website at least once.

  1. Remarketing

Google’s has what it calls “look-a-like” technology to find consumers with similar browsing habits to those on a remarketing list.