Coronavirus support and digital marketing advice

Archive by Johnny Oliver

This Week in my Newsfeed: Johnny

22May

What has Johnny – our Senior PPC Executive – been retweeting, watching and sharing memes about this week? 

 

 

This week, as in the eight that preceded it, my social feeds have been dominated by COVID-19 news and opinion. Everyone has been throwing their two cents in because… well, what else is there to do right now?

 

 

                                                                         

 

Despite the interminable deluge of coronavirus content, I have been buoyed by some of the numbers we have seen recently following the daily government briefings. As somebody who works in PPC and enjoys interpreting stats, I know that a graph trending downwards to the right is not something that usually inspires much hope. However, the continued decline in people being infected is something which means, ultimately, less lives will be at risk, for which I am very thankful.

 

Although the coronavirus cannot be overlooked, there have also been a few other, lighter topics in my newsfeed that have especially caught my eye:

 

(Save) The Last Dance

Following Joe Exotic’s conquest of on-demand TV, I’ve recently turned to a more familiar superstar for my Net-fix, as, it seems, has the rest of the country.

 

Yes, I’m talking about Michael Jordan in The Last Dance, a show which I accidentally referred to as Save The Last Dance in a recent internal catch-up – and the rest of my department have certainly not let me forget it.

 

As someone who was six when MJ retired, I have always been aware of his prominence – albeit mainly through Space Jam – but the show has given insight into the greatness of his accomplishments in the NBA and the mindset of an athlete head and shoulders above the rest. This along with Dennis Rodman’s enigmatic life choices and hairstyles have kept me entertained and inspired many a dank meme.

 

 

 

Meggie Foster

I’ve barely stopped laughing at actor and voice artist Meggie Foster’s (@meggiefoster on Twitter) impersonations of leading government officials on TikTok. As I’ll do her videos zero justice with a description, I’ll just point you in the direction of her clip of Emily Thornberyy vs Caroline Flint. It’s Gold! Give her a follow.

 

 

 

PL Return

As a football fan, news of the Premier League returning is something that’s been on my radar across social media for a while.

 

Seeing action from the Bundesliga on Twitter over the weekend has got me excited but I still can’t imagine English football returning in silence in empty stadiums or Mo Salah elbow bumping Sadio Mane after he scores the goal to win Liverpool their first Premier League title.

 

As a Chelsea fan it is also something I have mixed feelings about. Do I want to see Premier League football return as soon as possible? Yes. Do I want to see Liverpool win the league? No. That about sums up my thoughts on this.

 

 

 

The End

Those are my highlights from the past week. I now feel like the constant neglect of my screen time limits are justified and I’m not just a bad person.

 

 

 

 

 

How Voice Search and PPC Campaigns Can Go Hand in Hand

11Nov

I’m Johnny, Passion’s PPC Executive, and I’m here to talk to you about how voice search and PPC campaigns can work together.

Voice search has become more and more popular over the past few years – even if you don’t necessarily use it, you likely know what it is. If you’re working in PPC (Pay Per Click), it’s especially important that you wrap your head around this relatively new phenomenon… after all, it’s a great addition to any upcoming PPC campaign.

If you want to learn some tips on how voice search, SEO and PPC campaigns can work hand in hand, you’re in the right place. Below are some of the best ways to optimise your PPC strategy for voice search.

Voice Search, SEO and PPC Strategies: How Do They Go Together?

Voice search is a technology that allows users to conduct searches verbally by speaking into devices such as Cortana, Alexa or Google Home. This function is particularly interesting because voice search queries are usually asked in complete sentences. While traditional search engine inquiries are often worded as incomplete sentences, such as ‘Eiffel Tower height’, voice searches tend to be conducted in full sentences: ‘How tall is the Eiffel Tower?’

Voice search is quickly growing to become a part of daily life for many people – in fact, a recent study found that 42% of people think that smart speakers are essential to their daily lives. If you want to keep up and stay ahead of the digital marketing game, this means that your PPC campaigns and SEO techniques need to reflect these changes.

Please don’t scream while using voice search… Alexa might go deaf!

Tips to Create an SEO-Influenced PPC Campaign That Uses Voice Search

Long Tail Keywords are Your Friends

If you know anything about SEO, you know that key phrases are its bread and butter – which means that if you want to properly optimise your voice search results, you’re going to have to start using long tail keywords (longer key phrases that are typically three or more words). As mentioned above, users who are utilising voice search tend to use more words in their queries and their searches tend to be complete, grammatically-correct questions.

While running your PPC campaign, make sure that you are targeting long tail keywords, especially ones that have ‘who, what, where, why, when and how’ phrases and include words like ‘to’ and for’. It’s also a good idea to make sure that the landing pages and ad copy that you want your target audience to see are properly optimised with the long tail keywords you’re targeting.

Stay Local

Users typically want to find local businesses when they use voice search. This means you should make sure to use location keywords. For example, if you want to use voice search optimisation in your PPC strategy to promote a specific digital marketing company near Stockwell station, your long tail keyword should reflect that – consider optimising for a query like ‘Where can I find a digital marketing agency near Stockwell station?’*

You’ll also want to think about what particular language the local area uses. For example, if you’re optimising for a local British audience, you’d say ‘fizzy drink’ or ‘soft drink’, but if your local audience is primarily American, you’d want to use either ‘soda’ or ‘pop’ instead.

* Coincidentally (or not… I may have purposely used that example), Passion Digital is located right near Stockwell station – come say hi if you’re ever in the area!

Hmmm… not quite what we meant by long tail…

Stick to Natural Questions and Language

It’s important to think about your phrases from a logical perspective – how are people likely to phrase questions in a voice search? Typed searches are quite different from voice searches – for example, users may manually search ‘flower shop delivery’ but voice search ‘flower shops that have delivery’. On the whole, PPC campaigns that are optimised with natural language and questions produce better results.

If you’ve been looking to take your PPC strategy to the next level, consider introducing voice search optimisation into your next campaign – your business will thank you.

Whether your business needs help with its PPC strategy, your website needs a new design or you want to learn more about our digital marketing services, Passion Digital is here to help. Get in touch with us today if you would like our help to grow your company’s online presence. Don’t have a business and are looking to take the next step in your career instead? We’ve got you covered on that front as well – check out our current job openings.

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