Tim Jensen is a PPC Campaign Manager at Clix Marketing. With over 8 years of experience in the digital marketing industry, Tim has worked with both B2B and B2C accounts in a wide variety of industries. While comfortable managing ads across all major platforms, he’s particularly intrigued with the crossover between analytics and online advertising.
When designing a landing page to promote a product or service online, you’re ultimately pointing users toward one goal. That goal most often relates to generating business via sales or leads. You may want users to purchase a product immediately, or you may simply want them to sign up for a mailing list. Whatever the goal, you want to ensure that every piece of the user experience works toward fulfilling that goal.
If you don’t yet have goals in mind, start by defining goals. Are you seeking to generate a 10% increase in qualified leads? Are you looking to build sales by 20%? Establishing clear key performance indicators based on what will benefit your business will ultimately help you understand how to properly approach a landing page.
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Toward the end of 2014, a Google spokesperson hinted that the mobile user experience would become a ranking factor. In January 2015, a number of website owners received messages warning about mobile usability issues on their websites, linking to a section of Webmaster Tools where they could review the problems. In this article, Tim Jensen will review how to flag mobile issues in Webmaster Tools, explain the most common issues and show you how to assess mobile usability problems on your website based on these flags.
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Why should you care about who’s using a mobile device and who’s not? Because people often behave differently when browsing on a phone versus a desktop. Costs can vary widely by device and visits from mobile might provide more or less value to a particular advertiser. Also, you might want to drive mobile users to different pages than desktop users. So, how do you build a campaign that targets only mobile devices via AdWords? The short answer is you can’t. However, a number of workarounds are available. First, let’s look at a couple of AdWords features that focus spending on mobile: bid modifiers and mobile-preferred ads.
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What practical steps can you take to make your brand more approachable for mobile users? While general statistics are useful for demonstrating the value of designing with mobile in mind, they don’t provide the guidance necessary to understand precisely how users will interact with a particular brand on their phone. Google Analytics offers a number of free features for incredibly detailed analysis of mobile activity, with the ability to easily compare to desktop activity.
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