FAQ Questions

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Commonly asked questions

Since the dawn of consumerism, marketing has always been about connecting your target audience with your brand. Now, in 2020, marketing is actually all about connecting with your customer on the *internet*. Because this is where they are spending all their time right now. 

Even more so since good ol’ Covid-19 surfaced. The term ‘digital marketing’ refers to marketing on the ‘entire’ internet. Not just one singular channel or platform. Think Google Adwords, social media marketing, social media advertising, email marketing and any website on the internet, including e-Commerce and blogging sites; this is all considered digital marketing.

There are so many digital marketing channels to consider nowadays. You can find a full glossary of terms in the FAQ section of our website, but in the meantime, here is a super quick explanation on the main digital marketing channels we focus on: 

  1. SEO – Search engine optimisation helps you rank higher in search engine results. Google ranks [and loves] websites that are constantly optimised for SEO. 

  2. Pay per click – This term refers to the paid ads on Google, Bing, Facebook, Instagram, Linkedin, etc.

  3. Websites – What is a business without one? Non existent. This is how customers find you. A website is hosted under your domain name and it contains pages with your business information or products that your customers can buy. 

  4. Social Media Marketing – Do you have a business? Yes. Great. Then you need to have social channels to build a relationship with customers. Social channels are your Facebook, Instagram, LinkedIn, Twitter, Snapchat and Pinterest page [BTW you may not need *all* of these channels, it depends on your brand/service/industry/objective]

  5. Content marketing – This is how you *illuminate* the pathway to your business. Content marketing refers to blogs, opinion pieces, white page booklets, webinars, podcasts and even infographics.

  6. Marketing automation – Refers to [super sophisticated] software tools that allows you to automate customer communications, emails, SMS, social media content, digital marketing performance, tracking and reporting. 

  7. Online PR – Do you want to be seen as the expert in your space? Then build an online reputation through earned online coverage via leading news publications, blogs, industry websites and influencer partnerships.

If you have a business, the short answer is [absolutely] hell yes. Your company does need digital marketing. Particularly if you want your business to succeed. Firstly, your business needs a website. Secondly, you need a strategy to drive customers to your website. But before all of this occurs, it’s critical that you nail your messaging, tonality and visuals. There is no use driving traffic to your website through Google Adwords or Facebook advertising if you are not solving your customer issues and communicating the solution accurately. Your customers rely on you to have a digital presence so they can decide if you are the right fit for them, they want to research and compare before they make the final purchase decision. Which might I also add, this space [digital marketing] is competitive, so you must have an edge, a point of difference that gets your business *picked*over your competitors. Having a digital marketing presence is critical for business survival [and success] in 2020 – a solid digital marketing strategy is the most critical factor, if you want your business to prosper and succeed of course. It’s a non negotiable!

Absolutely. Digital marketing does work for any industry and any business. With thanks to the accessibility of the internet every single business needs a digital presence. But the approach is going to be different for each client [based on your business, industry, customer and vertical] No two companies have the exact same goals, budget, vision, customer or competitor. That is why it is critical to have a completely tailor and customised approach towards your digital marketing.

There are two key differences between most digital marketing companies. Its their *people* and their internal *processes*. Like every service business, every agency has their ‘own style’ that defines their success. Either way, when you are looking for an agency partner do your research. Like you would for any other purchase. Investigate, which clients have they have worked with? What do their online reviews say about them? What case studies do they have that are relevant to your business? Who is going to be managing your account [like will it be a senior or junior digital marketing professional?] Go into the partnership fully informed.

The reasons why we *win* business at 3 Phase Marketing [we literally hear this from our clients directly, so we’re not making this bit up] is because of the people we employ and the outcomes we obtain for our clients. Our execution is our super power. How many times have you been sold a fairytale, only to experience sheer deflation when it comes to the execution? Sound familiar? This my friends happens waaay too often in our industry and we’ve had to *pick up the pieces* when a clients website launch failed, or they’re paying through the roof for service fees only to find little to nothing has been done with the backend of their website. Or innovation has been *on vacation* [that’s a big one we hear a lot “my existing agency doesn’t come up with any ideas or introduce us to new technology”]. Well we have *listened* to our clients challenges over the past 5 years, and we have responded, by constantly improving our processes and attracting incredible talent. We have high standards and we don’t settle for complacency or laziness. We stop at *nothing* to ensure our clients reach their business goals and dreams. Sounds simple, but it takes a lot of hard work to keep delivering on these promises.

Google Adwords

The recommended budget should be based on a combination of the size of the market (search volumes) and your business goals. If you are looking to increase sales aggressively, then we would suggest a budget that provides you with a high SOV (share of voice) maximising every chance for a lead. 

We like to calculate our clients budget based on real ROI. How does this work you ask?

Well you need to ask yourself this honest question  “what is the real cost of reducing or increasing my budget” 

Saving money on Google Adwords can be a false economy. 

Long term what does it really cost your business if you are missing out on all of that potential business?

It’s very normal for clients to search for their own Google ads. You want to see your name up in lights on page 1 of Google. Just don’t be alarmed if you don’t see your ad; there are several factual reasons for not seeing your ad: 

Firstly if you repeatedly search for your own ad using Google Search but never click on the ad, Google will stop serving you the ad! 

That’s because Google’s system thinks you aren’t interested in this product or service.  

Here are some other reason why you do not see your ad: 

  • Google stopped serving you the ad because you have not converted 
  • Your daily budget has been exhausted 
  • The campaigns is set to a specific time of day, is location-specific or the budget is split by desktop/mobile (reach out to your account manager to confirm the campaign targeting and settings) 
  • Your bid is too low for the ad to show on the first page
  • The ad was rejected by Google 

The instant way to gain visibility on Page 1 of Google search is through a paid ad campaign (SEM) However to dominate Google page 1 long term, there are a number of factors that Google is looking for.

it’s not just about Total number of website visits, click-through rate

  1. Low bounce rate, highly engaging content across the site, website, relevant information, videos, quality images will reduce the bounce rate 
  2. Number and quality backlinks on high quality, authoritative, relevant sites, constantly and gradually over time
  3. Outbound links—links from your website to other high quality sites
  4. Overall content relevance and keyword usage throughout site 
  5. Create content that includes these keywords both on your website and in blogs
  6. Regular use of keywords frequently added to site (blogs)
  7. Font Size in main content area –  people find larger font more readable and leads to higher engagement 
  8. Number of images and youtube videos 
  9. Social media engagement

The instant way to gain visibility on Page 1 of Google search is through a paid ad campaign (SEM) However to dominate Google page 1 long term, there are a number of factors that Google is looking for. Google

it’s not just about Total number of website visits, click-through rate 

  1. Low bounce rate, highly engaging content across the site, website, relevant information, videos, quality images will reduce the bounce rate 
  2. Number and quality backlinks on high quality, authoritative, relevant sites, constantly and gradually over time
  3. Outbound links—links from your website to other high quality sites
  4. Overall content relevance and keyword usage throughout site 
  5. Create content that includes these keywords both on your website and in blogs
  6. Regular use of keywords frequently added to site (blogs)
  7. Font Size in main content area –  people find larger font more readable and leads to higher engagement 
  8. Number of images and youtube videos 
  9. Social media engagement
The total number of leads on your report (collective total) counts everything, including calls directly from your ad and facebook lead generation. These leads are not counted on your website report.

Organising your account allows you to better serve the right ads to the right customers, and it allows you to better track the effectiveness of your advertising efforts.

When people are searching online and they type a word or phrase, they’re looking for information that’s closely tied to those words. For example, if Eric types digital cameras and he sees an ad for film reels, he probably won’t click the ad.

To show ads that are relevant to the searches of people that you’re trying to reach, bundle related ads together with related keywords into an ad group. That way, all of your related ads can be shown to customers searching for similar things.

Although there isn’t one correct way to organise your account, this article goes over some best practices that you can follow.

Best practices

  • Organise your campaigns and ad groups as you create them. Reorganising your account after you’ve created several campaigns and ad groups wipes out all the valuable data that you’ve accumulated, possibly affecting how your ads perform.
  • When you need to use a different set of campaigns settings (e.g. budget or location targeting), create a separate campaign. For instance, if you sell clothing, you may want to set a budget for shirts and a different budget for trousers. In this case, you should create a campaign for shirts, and another campaign for trousers. 
  • If you want all your ads to share a budget and you want to target the same set of locations, then you can just use one campaign. 
  • For each ad group, pick a narrow theme and create ad groups around that theme. For each ad group, use keywords related to that theme. Consider also having your ads mention at least one of your keywords in its headline. This is because when someone searches for a term that matches your keyword, and they see one ad that mentions the keyword and another ad that doesn’t mention the keyword, they are more likely to think that the first ad is more relevant to what they’re searching for.
  • You never know what message might resonate best with potential customers. Because of this, we recommend having at least 3 ads in each ad group and using optimized ad rotation. The optimize setting will optimise your ads for clicks in each individual auction using signals like keyword, search term, device, location and more. Learn about Ad rotation settings.

Example

Let’s say that you own an online electronics shop and you create a Google Ads account so that you can begin to advertise the products that you sell. At the account level you can choose who else you’d like to have access to your Google Ads account and your preferred payment method. 

 

Why is conversion tracking so important?

To identify your ROI, you first need to measure conversions, which are customer actions that you believe are valuable, such as purchases, sign-ups, web page visits or leads. In Google Ads, you can use the free conversion tracking tool to help track how many clicks lead to conversions. Conversion tracking can also help you determine the profitability of a keyword or ad, and track conversion rates and costs-per-conversion.

When you’ve started to measure conversions, you can begin to evaluate your ROI. The value of each conversion should be greater than the amount that you spent to get the conversion. For example, if you spend $10 on clicks to get a sale, and receive $15 for that sale, you’ve made money ($5) and received a good return on your Google Ads investment.

Conversion tracking is an essential tool that shows you what happens after a customer interacts with your ads — whether they purchased a product, signed up for your newsletter, called your business or downloaded a brochure. When a customer completes an action that you’ve defined as valuable, these customer actions are called. It is imperative to set up conversion tracking in order to report on and measure your marketing activity accurately. 

  • See which keywords, ads, ad groups and campaigns are best at driving valuable customer activity.
  • Understand your return on investment (ROI) and make better informed decisions about your ad spend.
  • Use Smart Bidding strategies (such as Maximize Conversions, target CPA, and target ROAS) that automatically optimize your campaigns according to your business goals.
  • See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser and other conversion data in your ‘All conversions’ reporting column.

The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:

  • You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, or when they view your video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action that you defined, our system recognises the cookie (through the code snippet that you added) and we record a conversion.
  • Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time and caller area code. Also, app downloads and in-app purchases from Google Play, and local actions will automatically be recorded as conversions, and no tracking code is needed.

Once you’ve set up conversion tracking, you can see data on conversions for your campaigns, ad groups, ads and keywords. Viewing this data in your reports can help you understand how your advertising helps you achieve important goals for your business.

At 3 Phase Marketing, we take the hassle out of your conversion tracking. It’s absolutely imperative we set up your conversion tracking by one of our experienced, qualified professionals. That way, we can analyse the data coming through from your customised ad campaign. We always recommend having your conversion tracking completed by our team so we can further assess your ROI and help create informed decisions across your current future ad campaigns.

How do I measure the ROI?

Whether you use Google Ads to increase sales, generate leads or drive other valuable customer activity, it’s a good idea to measure your return on investment (ROI). Knowing your ROI helps you evaluate whether the money that you’re spending on Google Ads is going to a good cause: healthy profits for your business.

ROI is the ratio of your net profit to your costs. It’s typically the most important measurement for an advertiser because it’s based on your specific advertising goals and shows the real effect that your advertising efforts have on your business. The exact method that you use to calculate ROI depends upon the goals of your campaign.

One way to define ROI is:

    (Revenue – Cost of goods sold) / Cost of goods sold

Let’s say that you have a product that costs $100 to produce, and sells for $200. You sell 6 of these products as a result of advertising them on Google Ads, so your total cost is $600 and your total sales is $1200. Let’s say your Google Ads costs are $200, for a total cost of $800. Your ROI is:

    ($1200 – $800) / $800

    = $400 / $800

    = 50%

In this example, you’re earning a 50% return on investment. For every $1 you spend, you get $1.50 back.

For physical products, the cost of goods sold is equal to the manufacturing cost of all the items you sold plus your advertising costs, and your revenue is how much you made from selling those products. The amount that you spend for each sale is known as cost per conversion.

If your business generates leads, the cost of goods sold is just your advertising costs, and your revenue is the amount that you make on a typical lead. For example, if you typically make 1 sale for every 10 leads, and your typical sale is $20, then each lead generates $2 in revenue on average. The amount it costs you to get a lead is known as cost-per-action (CPA). 

SEO

Websites

It really depends on how your existing website is performing. How many leads and enquiries does your existing website provide? Are you maximising every opportunity? Do you want more customers? We ask these questions first to determine if you need a new site or if your existing site simply needs sprucing up. Remember, your website offers the chance to make the perfect first impression because customers do their research online before buying from you; if they don’t like what they see, you miss out on the business.

If you sell products, in this day and age, a bricks and mortar store just won’t cut it. You need to be open 24/7 to provide convenience and maintain customer loyalty. Consumers expect it nowadays. Buying online is the norm so absolutely, you should invest in an ecommerce store.

Simple answer: Monthly. Even if it’s only minor tweaks, you should be looking at your Google Analytics, conversions and then make optimisations monthly. Why? Because you want/need to ensure you’re maximising website conversions and therefore, increasing your probability to gain more sales.

This is 100% budget and objective dependent. A call to action landing page is ideal for a special event or sale, webinar, upcoming release, free content via subscription, competitions or giveaways. Utilising a landing page has been shown to boost conversion by 55%. PLUS, landing pages can be effortlessly integrated into your existing website and other digital platforms such as social media and email campaigns.

Team 3PM is quick on their feet. We roll with the times because [as we’re sure you already know] technology and trends change rapidly and a stagnant attitude is simply not acceptable when it comes to building websites. We use timeless marketing principles interfused with modern technology to give you a [competitor butt kicking] high performance website designed to boost sales.

Lead Generation

Two very popular acronyms that we get asked about a lot! Let’s start with SEO, which stands for ‘Search Engine Optimisation’. Essentially, SEO revolves around increasing your website’s visibility in organic search results whereas SEM [Search Engine Marketing – think Google Adwords], utilises paid advertising that appears on Google and Bing search results, which are normally highlighted in the top 4 search results on page 1.

To receive optimum leads, sales and overall traffic to your website it’s so important to invest in both. SEO [Search Engine Optimisation] takes 3 – 6 months to start delivering solid results so we suggest investing in both initially. SEM [Search Engine Marketing] is a quick, efficient way to get traffic to your website.  SEO and SEM should be an ‘always on’ strategy to deliver bottom funnel ‘in market’ buyers to your site.

The answer to this depends on your product, the industry you’re in and of course your target audience. We encourage our clients to test and learn, dabble with a smaller budget first to see what outcomes you receive. Facebook and Instagram offer powerful targeting options and you can specifically choose the type of audience you wish to target based on their ‘interests’. LinkedIn’s targeting options are not as fine-tuned as Facebook and Instagram, although Linkedin’s audience is predominantly white collar professionals so if you are a B2B service it may be the ideal platform for you.

If you have an online store – 100%! Essentially, it allows consumers to search, compare, and shop for products [amongst multiple other retailers] without visiting you website. Google Shopping Ads appear as little thumbnail images in the search results on page one of Google. It allows you to showcase your product and price and attracts ‘ready to transact’ customers.

Youtube is a fantastic platform for raising awareness about your product or service. If you have great video content then you definitely need to showcase your product via YouTube. 

YouTube advertising is so targeted, it allows you to find people that have been searching for your products or services and the platform directly displays your video to those prospects.

With over 5 years experience and success with thousands of campaigns, we know a thing or two about paid digital advertising and lead generation. You need to partner with a digital marketing agency that feels like an extension of your business — where every dollar you invest provides you with better returns. You want a team of digital people that possess a growth mindset because this environment is constantly changing and you need to partner with an agency that loves the challenge of delivering you qualified leads to your business, time and time again. Because we are a full service marketing technology company we can make optimisations to your website quickly which enhances your campaigns conversion results.

Content Marketing

Yes indeed, content marketing is all that it’s cracked up to be. The term ‘content marketing’ refers to: blogs, videos, images, animations, white paper documents, social media post. The advantage of content is you can distribute it across social media, blogs, your website and third party websites. And the beauty of content marketing? It allows you to build a relationship with your audience [without the hard sell] and can create instant trust. If you are frequently sharing tips and advice online, content marketing can also position you [and your business] as the authority in your industry.

Content marketing is paramount to your business success because it gives your business the opportunity to develop relationships with new and existing customers. Since customers are spending time online researching [and comparing you to your competitors 24/7] content marketing gives your business an unfair advantage. 

It can position your business as the ‘go-to-experts’ in your industry. Content marketing can also bolster your Google search engine ranking [SEO], meaning that you will rank ahead of your competitors too! Content marketing plays a role in every stage of the buying process, and in fact, it is most critical when a customer first becomes aware of a need or problem. If you’ve offered a solution, advice or tips on how to navigate this problem, the customer will consider engaging your business to help them.

It’s the era of information, writing unique blog content for your website is more important than ever. Blog content on your website [that directly relates to your customers key interests or provides a solution to an issue] positions you as a trustworthy, reliable brand and long term, as an industry leader. Just one blog can be cross-pollinated, optimised for SEO, included in your email marketing or social media marketing content. Plus, Google loves regular blogging on your website which helps your website rank higher. Double thumbs up.

How many times have you considered purchasing a product or service, but then you checked out their social media channels, only to discover that they were abandoned pages, uninspiring and ‘plain old bland’.  How did it change your perception of the business? I bet you had second thoughts? It’s hard to measure what business you are losing as a result of poorly managed social content, so let’s look at the business you could be *gaining* from a polished content rich social media page? 

Facebook commissioned study of 21,000 regular Instagram users showed that 54% of users have purchased a product right after seeing it on Instagram. We recommend prioritising high quality social media content to improve your brand’s reputation and ultimately increase your sales through regular high quality content.

Absolutely yes. Email marketing is a cost effective way to keep your existing customers in-the-know with special offers and business news. New advancements in technology allow you to send personalised emails to customers based on their recent purchase and account preferences. Systems like Active Campaign, Hubspot and Infusionsoft allow you to build triggers into your CRM that fire off emails at the ‘perfect time’ allowing you to automate your sales process.

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