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Strengthen your brand's digital presence by combining SEO and Google Ads strategies

SEO e Google Ads

Being present on Google can mean total lead capture or survival for many companies. As a result, many managers only consider the platform's paid strategy, Google Ads, renouncing the possibility of working on the search engine optimization (SEO), which concerns organic ranking. It is a fact that this is a strategic work choice. However, what digital marketing experts recommend is the combination of SEO and Google Ads, to strengthen the brand's presence in the largest search engine results in the world.

Read too: See 7 steps to make a digital transformation in your company

Google Ads is directly related to short-term performance improvement. The logic is simple, as soon as the investment is completed, the ad is catapulted to the first results. There are surveys that point out that 75% of users never get past the first page of Google after a search. That is, occupying the top positions in the search engine automatically puts your brand in front of hundreds or thousands of competitors.

Still with regard to Ads, it is worth pointing out that it is not enough just to have ads in a privileged position on Google. It is also necessary to plan keywords, mapping, target audience, among other elements that will contribute to the achievement of qualified leads for the company. After all, what's the point of being in the top position on Google if it's being shown to a person who has nothing to do with my brand's persona?

If Google Ads takes my brand to the top of the search engine, what's the point of using SEO strategies?

SEO e Google Ads

This is a question that makes many brands disregard the possibility of working with SEO, since, with Ads, disclosure needs are met immediately. However, there is a condition for this to happen, the financial maintenance of the campaigns periodically. In other words, when the brand stops paying, it disappears from the search engine as quickly as it appeared.

Read too: Mobile marketing: what is it and why is it important?

In this way, SEO emerges as a complementary strategy insofar as it takes the company's name to the first results organically, in the medium and long term, depending on the segment. Therefore, as you gain visibility and brand awareness – people's level of familiarity with the product or service – with ads, it is important to create content for the site, to strengthen its organic performance. Thus, if it is necessary to discontinue the ads, there are two great advantages outlined here: 1 – Your brand does not completely disappear from Google. 2 – Users will click on its results because they will be familiar with the company's name, a strategy worked on over months or years of investments in ads.

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Facebook creates calendar to support diversity campaigns

campanhas de diversidade

Discussions about diversity have gained more and more space in the public sphere, which is directly reflected in advertising. With that in mind, brands have developed some strategies to align with current demands, as is the case with Facebook. Recently, the company launched a calendar corresponding to the first quarter of 2021, featuring the main dates related to the theme, inspiring other corporations to promote diversity campaigns.

Read too: Learn the main digital marketing trends for 2021

The calendar is part of the program Ads For Equality of Facebook, which seeks to encourage representativeness in advertising campaigns, generating greater identification on the part of the public. According to a report from the same program, named as Data, Diversity and Representation, there is much room for improvement when it comes to diversity, which is expressed, for example, in the automobile sector. 

The research points out that, in 85% of the Jeep brand advertisements, the protagonist is a man. However, gender inequality is not the only thing to be overcome in advertising campaigns. In segments of Fashion and Behavior or even Technology, there is a lack of representation of bodies and race.

campanhas de diversidade

Q1 dates for diversity campaigns

Regarding the Facebook calendar, the Q1 2021 dates useful for exploring diversity in your business are:

  • 01/04 – World Braille Day;
  • 01/24 – World Day of African and Afro-descendant Culture;
  • 01/02 – Advertising Day;
  • 07/02 – National Day of Struggle of Indigenous Peoples;
  • 02/28 – World Rare Disease Day;
  • 08/03 – International Women's Day;
  • 03/15 – Consumer Day.

Read too: Know what Performance Marketing is

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Learn the main digital marketing trends for 2021

marketing digital

The year 2020 was marked by the challenges and opportunities caused by the new coronavirus pandemic. Therefore, more and more companies have migrated to the online universe, while business strategies have been adjusted. With the end of the year approaching, it is important to start thinking about managing new projects and pay attention to digital marketing trends for 2021.

Read too: WhatsApp launches in-app purchase button

These trends include a lot of news and different ways of dealing with online marketing, even due to the new technologies that emerged during the pandemic. There will be changes in terms of tools, strategies, resource allocation and even the way some classic tools work. 

Technologies stand out among digital marketing trends for 2021

The digital transformation has changed the way companies relate to their customers and do business and this will certainly only increase in the next year. Check out the main technology trends for 2021 that your company needs to be aware of:

1) Improved retention through segmentation

Satisfied customers tell their friends and provide referrals to help raise the company's capital. Additionally, they are likely to give honest and direct feedback on improvements to the brand. 

Therefore, it is extremely important to keep them informed about organizational changes or processes through email marketing or social media interaction. By gathering data and segmenting customers, the company has the opportunity to save costs when delivering services and products. In addition, it is possible to direct them more economically, allowing to increase investments in digital marketing. 

2) Google My Business

Keeping Google My Business up to date helps you get important information about hours of operation, location, and services. 

Having a geographically defined service area helps the company appear in “near me” searches, this is because search engines prioritize this information in their algorithms.

3) Automation in Google Ads

The professionals in charge of managing Google Ads campaigns constantly adjust these ads, keywords and bids to get the most out of your advertising spend, but these adjustments cost hours and management fees. 

Automated bidding makes it possible for Google to automate past moves to adjust ads in real time. While these bids are nothing new, the continued improvements made especially in 2019 mean they will be a strong digital marketing trend for 2021.

4) Semantic Search

In the future, the SEO universe will be shaped by the way people search for things on the internet. While this sounds relatively simple, it boils down to something a little more complex: semantics.

Starting in 2021, semantic search will be the way search engines use the immense array of data available to determine the intent, context, and meaning needed to find the most relevant content possible. In short, semantic search is how Google's algorithm can take an incomplete, grammatically incorrect, and seemingly random search and find exactly what the user is looking for. Semantic search encompasses both UX and SEO.

Read too: How to use Pinterest in your company's Digital Marketing strategy

5) Marketing automation

Digital marketing trends for 2021 show that next year promises to bring even more technologies, such as tools that will allow for better personalization and customization of advertising. The company will be able to target a potential customer's actions or interests with highly strategic, cost-effective and personalized messages. 

Considering the current scenario where digital traffic has increased a lot since the implementation of the home office, automation can help the company to sell more, relate and keep its loyal customers. 

6) Chatbots

Chatbots are proving to be very useful in providing better customer experiences and at the same time delivering benefits for businesses as: 

  • Takes the pressure off the customer service team when dealing with simple-to-solve issues;
  • They are great for lead generation, helping the sales team to successfully convert more prospects.
  • Allows you to collect customer data that can be analyzed to gain valuable insights into your audience and what motivates them.
  • They ensure that the company operates 24 hours a day, seven days a week. This is great for clients who don't fit the typical pattern or clients who prefer to be involved in a more flexible way;
  • Provide greater customer engagement;
  • Promote long-term cost savings.

7) Customer Experience online-offline integration

For many companies, the pandemic brought the need to improve or create their digital presence as a way to stay active and operational in the market, but that does not mean that physical stores are over. Many consumers still prefer to view and handle products in person before making a purchase decision, so brands operating in both spheres need to adjust their marketing strategies to take advantage of this growing digitalization. 

The bet for 2021 is the integration between online and offline experience, in which physical stores will no longer be just a place to shop, to become a place where brands can engage with their customers and improve their experiences.