Coronavirus support and digital marketing advice

Archive by Samia Majid

How To Make Your Remarketing Ads More Effective


Remarketing ads can be an essential part of an advertisers marketing strategy and it’s a great way to win businesses that might have previously been lost. However, it’s something that is often overlooked or mismanaged.

We have all been remarketed to in the past through advertisement that pops up several times. Some say the remarketing ads has to be viewed three times, while others suggest it’s seven times before they have any impact. Remarketing ads can sometimes be annoying, and other times a great advert can grab your attention and lead you to make a decision.

So how do we ensure that we win businesses from remarketing ads? We’ve split this into three key areas that you need to consider when building a remarketing ad campaign.

Strategy & Approach

The first thing to consider is who to retarget? This is generally led by what you want a visitor to complete when they go on your website. An example of this could be the act of buying something or filling out a contact form.

A common mistake that we have seen from remarketing ad campaigns is retargeting anyone who has visited the website. The problem here is that just because someone has visited a website, it doesn’t mean they are necessarily interested in the product or service.
To understand customers better, build lists based on different onsite behaviour. This can be created from the time spent on the website, how many people visited the top pages, or who got to the checkout and didn’t complete a purchase.

Secondly, set a duration for visitors on the list based on your product service. For example, buying stationery is a quick purchase, so you might only want to remarket for a short time to customers, whereas a car purchase requires more time and research before purchasing, so the list duration can be set for longer.

Lastly, think about the product and service you are selling. How likely will someone buy or contact you on their first visit, or the second or even the third visit? You can use remarketing to nurture a visitor across various touchpoints to eventually convert by guiding visitors back to key areas of your site. This can help them decide whether you are the right company for them, before driving them to a conversion-focused page.


Once you have built you lists and planned out your strategy, the next step is to create ads. The strategy and lists will help you to build the correct messaging – always remember to match the message in the based-on list you are using.

Use company logos so the brand resonates with people seeing the ads. Also, have a clear call-to-action in the advert of what you want that visitor to do when they go back to the website.

Outside of the messaging, try to make the ads as engaging as possible. These days people are used to seeing ads, so a static display banner doesn’t always cut it. If you have access to a great designer, think about using HTML5 banners, they can look almost video-like or you can look at using high format ads where users can engage with the advert by watching a video or even playing a game.

We appreciate that some of the high formats and HTML5 might not be possible, so if you create static banners, just focus on the messaging and imagery to grab attention.

Brand Protection

There’s nothing worse than being followed around by an advert, seeing it several times each day. It’s possible to over-remarket to users, to the point where some people just won’t go back to your site as the ads could come across intrusive.

To combat this, set up frequency capping in your campaign settings. This will serve fewer impressions and drive less clicks but it will help deliver better quality visitors.

Apply a list of sites that you don’t want your ads to appear on. This will help protect your brand from being associated with sites or content that show harmful content. In Google’s remarketing campaigns, you can exclude from different content groups that are inappropriate and sensitive.

Key Takeaways

No matter what industry you’re in, careful planning and having a strategy in place are key when it comes to remarketing your ad campaigns. Create engaging ads with messaging that will relate to past visitors’ onsite behaviour and don’t serve you ads too many times to people – they will get fed up!

If you want to know more about how we manage remarketing or any other PPC activity at Passion Digital, get in touch with us.

The Importance Of Video Content Marketing For SEO


As we all know the digital world is constantly evolving and if you’re not up to date, it’s easy to fall behind. The use of video content in digital marketing strategies is one of the main aspects responsible for promoting new technologies and aligning content with users. This also is one of the preferred methods for users when searching for entertainment, products, services or information around a specific topic.

The importance of optimising your video content and strategising it accordingly can help enhance your SEO on a large scale by providing value of your content to Google. Here are some quick and important facts you should know about video content marketing:

  • According to Cisco by 2020, the internet’s online traffic will increase by 82%.
  • The number of people who view videos on the internet is 86%.
  • Some companies that have adopted the strategy of video content marketing have improved their conversion rate by 72%.
  • 83% of the companies report that video content marketing generates a good return on investment (ROI).

What is video SEO?

As with traditional SEO strategy, when optimising video content for SEO, the idea is to implement several techniques that allow you to rank better for videos and pages containing videos. In addition, all the websites can rank the video tab on search browsers but not all can rank on the universal search with a video. The authority of your website plays a big role in ranking higher with universal search, by verifying if the content is video-focused and how it ranks for video-related terms.

What is the impact of video optimisation and how does Google classify them?

The popularity of video content creation has grown in recent years. With social media and the constant evolution of smartphones and digital cameras, people feel they have access to producing and publishing video content at a much quicker rate. Besides this, videos improve user experience by communicating everything that people like by combining movement, visuals and sounds.

For Google to provide the most content for users, it calculates what might be the most relevant for search browsers. Optimising the video with the correct search query and the right description by providing an appealing summary of what can be expected in the video helps Google prioritise the rankings.

Another important point is the information that is provided in the actual video. On YouTube, it’s very common to find videos with misleading titles and descriptions which in the video content world are considered clickbait. This type of content usually has a high bounce rate bringing the video down in the rankings. By creating content and placing keywords with high search volume in your titles or descriptions just to attract the attention of the public is a practice repudiated by Google, YouTube and other search engines.

How to optimise your video content?

  • Ideally, you want to conduct keyword research just like in text content – keywords are also important for SEO video strategy.
  • Create a channel on YouTube. According to Searchmetrics, 82% of the videos appeared on Google’s universal search.
  • Google values on webpages contain at least one video. So be sure to include videos on relevant pages or posts.
  • The thumbnail is a preview of what’s in your video and is often key to attract clicks by users. It works like a business card and can attract or drive viewers.
  • Create engaging titles and descriptions. Video titles and descriptions should be compelling to drive clicks and consistency with content. They need to be objective and the content theme needs to be summarised for Google’s algorithms.
  • A responsive and mobile-friendly website.
  • Generate backlinks to reach more people and improve rankings.
  • Create evergreen content which means that even in a couple of years will catch the eye of any reader.
  • Create video sitemaps for your pages. It’s crucial to get your video indexed by search engines.
  • Encourage users to comment, share and like the content.
  • Video content is becoming increasingly popular and by keeping up to date with what’s new, trending and the user intent will be key to being one step ahead of your competitors and achieving your goals. The key takeaway is to always create quality content that drives more traffic and views to your websites and channels.

    Get in touch with us to find out how you can get the most out of your video content strategies.

How Can Social Media Data Analysis Be Used To Inform Business Decisions?


Every second there are 6,000 tweets, 1,539 Tumblr posts and 919 Instagram photos published online, according to Internet Live Stats. There is an enormous amount of data and insights which can be drawn from the ever-increasing social media content online using methods such as social listening, brand monitoring, audience intelligence, trends research and competitor analysis. However, the question that can often be overlooked when conducting this research is ‘how can social media data analysis be used to inform business decisions?’

3 in 4 marketers agree that “capturing and applying data to inform and drive marketing activities is the new reality”, but ‘applying’ the data is perhaps harder than simply ‘capturing it’. Here are the questions you should consider when applying social data findings to real-life scenarios to inform business decisions.

1. Are you using all the tools available to you for social media data analysis?

There is a host of free resources available natively on social media platforms which you can make use of to conduct social media analysis. Although these may require more time to gather insights than paid-for tools, these are very helpful to do topline audience and content analysis:

• Facebook Insights
• Facebook Audience Insights
• Twitter Analytics
• LinkedIn Insights
• Instagram Insights

Doing manual research into private groups on Facebook and LinkedIn is also a valuable method of gaining insight which otherwise is not available using tools. Google Trends, YouGov and Answer the Public are also free resources which you can use to gather information about your brand and industry.

Tools such as Buzzsumo, Meltwater, Brandwatch, Mention, Hootsuite and Sprout Social are also extremely beneficial when conducting social media analysis, as the insight they offer is so valuable. Audience intelligence and social listening platforms also provide a granular level of detail but usually at a higher cost than the social media management tools, for example, Pulsar, Audiense and Hexagon.

2. What questions are you looking to answer using social media data analysis?

The best place to start when conducting social media analysis is with the questions you want to answer with your research. Having these in mind when analysing makes the data far more applicable, as you won’t just be looking at an increase in comments, for example, but questioning why is happening and whether you should inform the product team about a surge in feedback.

At this stage, it’s really important to keep an unbiased perspective and not look for the answers and insights that you want to or expect to see.
Some examples of questions you consider when conducting social media data analysis are:

• When should we publish blogs/articles/news?
• Are there product or service improvements that could be made?
• Is your website user-friendly?
• Are there similar trends across activity and performance?
• Are there other channels you could be using?
• Is there a clear tone of voice?
• Are there consistently followed brand guidelines?
• Are there clear objectives per channel?
• Is your target audience defined?

3. What activity can social media data analysis inform for your business?

Social media data analysis can form insight for almost all business areas, from aligning your SEO and content strategy to product development and updates.
A common example could be community management on socials, where if you see recurring negative comments about the booking functionality on your website, it would be important to pass on this feedback to the web team to ensure they are aware and can make the necessary changes.

Social media analysis can also inform:

• Messaging strategy
• Tone of voice
• Public relations
• Web design, UX & copy
• Persona development
• Blog and content calendar
• Customer journey
• Digital landscape analysis
• Digital out of home advertising
• Product/service opportunities and updates
• Media budget planning
• Customer relations
• Community management

In summary, using social media analysis to inform decisions results in fewer wasted time and resources, an integrated marketing strategy, more informed media spend, relevant content being produced and a better understanding of your target audience.

We are a London based digital marketing agency that delivers passionate and tailored service. If you want to grow your business using social media marketingget in touch with our team today.

How To Pitch Content Marketing Ideas Successfully


Working in an agency, especially in a creative role, you learn pretty quickly that coming up with an awesome idea is only half the battle. The other, and sometimes much harder, half is convincing the client how great your idea is and why it will work.

Pitching a content idea to a client is particularly hard because you not only have to convey your currently intangible idea, but also convince them that this is the idea that will help them hit their goal – be it links, coverage or brand awareness. Unlike technical work which can often demonstrate minor successes as it moves ahead, it’s difficult to know how successful a content campaign is until it’s fully underway. That’s why convincing a client of your content campaign’s worth from the off is so important, and so difficult.

If you’re wondering how to pitch content marketing ideas, here are five ways you can ensure success the next time you’re in front of a client

1. Prep properly

‘It’s not what you say, it’s how you say it’ – this maxim is especially true when it comes to pitching a creative idea. Something can look brilliant in your head, but it will stay in there unless you take the time to consider how you will properly explain the idea.

Don’t ever just wing what you’re going to say. You might have created an exciting, colourful image in your mind’s eye, but it won’t make much sense to anyone if you’re blurting it out like a kid with a new toy. Take a few minutes to think about how you are going to describe the idea, and come up with an internal script (or at least some monologue notes) you can follow. Try to think of the pitch like a political speech – you’re not just sharing your idea, but trying to convince others that it is the right idea.

2. Bring stats

As part of your prep, you need to crunch the numbers. While it’s hard for others to envisage a creative concept, everyone responds well to numbers.

Be sure to include figures around prices and delivery dates, as well as projections on numbers of links or pieces of coverage you expect to be won by the piece. It immediately conveys the scope of the project and helps get people excited by showing them exactly what success will look like.

The client you’re pitching to might have to report back to their higher-ups in order to get the sign-off, and you’ll be making their job a lot easier if you send them back with some attractive numbers.

3. Show other examples

It might seem like you’re admitting to a lack of originality in your idea, but don’t be scared to show examples of similar pieces of work during the content pitch. This helps not only get your visual concepts across effectively but also demonstrates that similar ideas have been successful before (but yours will be much better, of course).

This works even better if you can show them an example from your own portfolio. Perhaps you’re pitching an interactive timeline content project? If you’ve created a timeline content piece before, or if you’ve developed a tool that utilized similar features to the one you are pitching now, make sure you show it off to demonstrate your creative and technical abilities.

4. Show every part of the process

When presenting a content idea to the client, one of the most important aspects is convincing them that you can carry the project through to completion. Always be sure to include a bit of information on how you plan to carry out the research, how many designers/writers/developers will be involved in the project, and how you plan on outreaching the piece to get it noticed and picked up.

The client, or whoever you are pitching to, will instinctively hesitate if they get the impression that they will have to be picking up the pieces of a partially-finished project, so make sure you convince them that you have the ability to manage every part of the project from start to finish.

5. Accept their alterations

So, you’ve spent the last 15 minutes pitching your idea (bonus tip: Don’t spend more than 15 minutes, tops, pitching a content idea – any longer and you’ll lose their interest!) and you’re confident that it’s gone well. Naturally, you’ll turn to the client and ask: ‘Any questions?’

Of course, what you get is five minutes of questions, and then 10 minutes of them poking holes in it. We know – it’s disheartening and leaves you feeling pretty dejected. But to ignore their comments here is a grave mistake.

Firstly, it’s always good to have a cynical eye looking over your idea and pointing out any issues you might have missed. It gives you a chance to explain how you’ll solve them, and in the end, can lead to a stronger concept altogether.

Secondly, if the client (or whoever you’re pitching to) wants one thing in your idea changed and you grant this to them, they will instantly become more invested. It’s an old office adage: the quickest path to success is to make your boss think your great idea is actually theirs. The same is true in pitching an idea. If you listen to the client’s feedback, incorporate some of their ideas in the concept, and then show them the finished result, they are far more likely to give you the green light. Obviously, we’re not suggesting that you just sit back and let them do your job for you, but never underestimate how well people respond to being part of the creative and decision-making process.

Pitching content ideas is rarely easy, and by definition, you can’t find success every time. To make sure you’re amplifying effective content, preparation is key. As a digital marketing agency that firmly believes in the importance of great content, our tips here might just get the response you crave the next time you put a content idea in front of a decision maker. Get in touch today to find out more- we’re here to help!

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