WEDEX, 1 N State St, 15th floor, Chicago, IL (2026)

08/28/2024

📣 Product advertising is a tool that helps brands promote their products and services on the market and with which you can increase the number of sales of a certain product as quickly as possible.

🎯 Objectives of product advertising

📌 Increase in sales volume.
All processes are aimed at maximizing sales of a product or service. Various methods are used to achieve this goal, such as attracting new customers, retaining existing ones and encouraging repeat purchases.
📌 Stimulating the client to purchase.
The main task here is to motivate consumers to take immediate action and make a purchase. For this, such methods as holding promotions, offering discounts, creating limited offers and creating a sense of urgency are used.
📌 Increasing brand and product recognition.
It is necessary to establish and strengthen the image of the brand in the minds of consumers. To achieve this, effective advertising campaigns, creation of unique symbols and slogans, as well as participation in events and sponsorships are used.

Who needs product advertising?

This type of advertising is clearly the engine of trade and it is not at all surprising that it is in such demand.
Merchandise advertising is required:
🔹 most businesses, which are at a stage when survival requires profit "here and now", and there are not enough resources for long-term, even promising projects;
🔹 small and medium businesses;
🔹 online stores;
🔹 large companies whose management is considering the option of rebranding and repositioning in the near future, but cannot yet navigate the unstable market situation.

To attract attention and evoke a positive reaction from consumers, advertising must be noticeable, informative and persuasive. The choice of channels and product advertising strategy depends on the target audience and the budget of the advertiser. In the online environment, search and contextual advertising, social media and video advertising are popular channels. Traditional channels include television and radio advertising, outdoor advertising, print publications, and others. Properly planned and executed product advertising can significantly increase the success of a business.

08/20/2024

🔔 Google Ads is one of the most popular platforms for online advertising. This powerful system enables advertisers to reach the desired audience and attract new customers. However, when setting up ads, you can make some mistakes that are better to avoid, and we will consider them.

📌 Minus words are not added to match lists.
Their presence allows you to fine-tune your ads, eliminating "empty" impressions. At the time of posting, you should take into account that you need to follow the cancellation exactly, then the targeting will work properly. If there are no stop words in the settings, the context will show the offers all in a row, confusing names with similar ones.

📌 There are no matches for the key phrases in the search.
It is necessary to set the settings as precisely as possible, otherwise, for example, summer cottages or even mobile homes will be displayed under the ad "buy a house". Therefore, you should set all parameters as accurately as possible, including putting phrases in quotation marks, playing with expressions.

📌 Irrationally distributed conversion rates.
The Google Ads service works for training, managing bids based on the number of clicks. To get more reviews for your ad, it is better to choose a goal that has more than 30 conversions per month. Such a strategy will enable the algorithm to attract and bring more customers.

📌 The specialist is waiting for results, and Google Ads has not yet learned.
This is another error that appears when working with the algorithm. It will take him several weeks to set the key parameters for attracting customers. During this period, it is advisable not to make major changes and make sure that the advertisement continues to work.

📌 Automatic setting in Google Ads is set.
It is not advisable to immediately start according to this principle, because there is a risk of irrational spending of the budget.

Google Ads is a convenient service for modern, interesting and fruitful advertising. Provided it is properly configured, it really works, is able to learn and attract new customers. To do this, you just need to exclude common mistakes and conduct competent monitoring and work with key requests.

08/13/2024

🔎 A search query intent is an intention that a user puts into their query. This is a kind of goal of the search or its motive. It is on the basis of this goal that one or another form of the entered request is formed.

In modern SEO practice, it is customary to distinguish three types of intent for search queries:

1️⃣ Informative
For requests with such an intent, the user is simply looking for information, without being tied to a specific action. Since the search for information remains the main function of the Internet, the share of requests with this intent is the largest: about 2/3 of all requests. Most of the search phrases focused on the informational intent contain the words: how, who, what, why, where, when and can end with a question mark.

2️⃣ Navigational
Navigational search intent is determined by the presence of a brand query. In this case, the user is looking for a specific site or company name. The goals of such a visit can be different: both commercial and informational. The user may not need goods in general, he is interested in goods from a specific company.

3️⃣ Commercial
Such requests reflect the intentions of users to take a targeted action - buy, order, leave a review or comment, etc. For a site that deals with sales (for example, online stores and marketplaces), commercial inquiries are critically important, because they are the ones that can attract a loyal audience that is able to purchase the offered product.

The value of intent for SEO promotion ⬇️

📌 Increase in page relevance - search engines will increase the quality index of the site in general, which will lead to its growth in organic results.
📌 The relevance of the intent leads to the growth of all the key indicators of the site. This is both an increase in the conversion rate and a decrease in the rejection rate. Even behavioral factors are improved by more accurately matching user intent.
📌 The relevance of the intent is significantly affected at the level of conversion. Knowing your audience well and attracting to the store pages only those users who intend to make a purchase, you can increase the conversion rate many times over.

08/07/2024

🔎 SGE (Search Generative Experience) is a new Google feature that uses artificial intelligence 🤖 to generate short answers to complex search queries. These AI-generated snippets provide users with quick and accurate answers based on the information available on the web. The search result does not look like a list of links (snippets) of various sites, but like a block with a ready answer to a question.

👇 What is the impact of SGE on organic traffic?
There is a possibility that websites may see a decrease in their visibility and organic traffic due to the changes made by SGE, causing the sites to move to the bottom of the search results. However, according to a HubSpot report, 75% of web analysts believe that generative search can have a positive impact on websites. Additionally, 68% say their blogs can get more traffic than before.

It is important to be ready for change, as artificial intelligence is developing rapidly. Google will not be left behind and will make its own changes to improve the search experience of users.

How to prepare for changes?

✅ Create quality content
Create content that dives deep into a topic and provides unique value to users. AI generators will link to content that meets the EEAT criteria.
✅ Optimize content for long queries
Many users enter long and complex queries. Optimize your content to answer similar queries. This will increase the likelihood that your site will be mentioned in AI-generated snippets.
✅ Use multimedia elements
Google is increasingly displaying video in SGE carousels. Including quality multimedia elements in your content will help improve its visibility and appeal.
✅ Monitoring and adaptation
Analyze how your pages are performing in SGE and adapt your strategy based on the results.

Google's generative search is a new step in the development of SEO. By adapting your strategy to these changes, you will be able to maintain and even improve the position of your site in search results.

07/29/2024

🔎 In the world of search engine optimization, website promotion methods can be divided into white, gray and black. They reflect SEO approaches and their compliance or non-compliance with the requirements set by search engines.

⚪️ White methods
These are the SEO methods that comply with all the rules and recommendations of search engines. They are ethical and long-term approaches to website promotion. Here are some of them:
✅ competently compose the code of the page in accordance with the requirements of search robots;
✅ place on the pages only relevant content with the required number of requests;
✅ work on a reputation among visitors, which will make it possible to increase the number of links;
✅ make the site convenient and responsive to all user questions.

🔘 Gray methods
These are the methods of promotion that are not officially prohibited by search engines, but still do not comply with their rules. They include:
🔗 Buying links. Especially for this, there are services on the network that allow you to buy links.
🔗 Placing a lot of keywords. This method no longer works - modern search engines easily calculate spam.

⚫️ Black methods
These are methods of promotion that are officially prohibited by search engines. If you promote the site in such ways, there is a risk of getting into the eternal ban of search engines.
They include:
🔻 Spamdexing. Pages are created on the site, intended only for indexing. Non-thematic text is placed on them, the color of which corresponds to the color of the background, or the font is made too small to read.
🔻 Swapping. After achieving a result in the search results, the content of the site is replaced by another. The method works before the first indexing.
🔻 Using portals – resources that redirect traffic to the main site.
🔻 Linkbombing is a type of link spam in which the names of the links do not correspond to the topic of the pages.
🔻 Cloaking. The content of the page is replaced with content that meets the requirements of the robot.

Black methods are not used by SEO professionals due to excessive risks and low returns in the long run. Therefore, when choosing a contractor for website promotion, contact an agency with experience that uses white methods that contribute to the creation of sustainable and long-term results.

07/24/2024

SEO without secrets ➡ We reveal the essence of the terms technical SEO terms in our Digital Dictionary 📖

Get the knowledge you need without any extra effort or tedious internet searches.

07/18/2024

What is Google Discover and how can you get targeted traffic for your business?

🔎 Google Discover is a smart search bar that opens immediately after logging into the mobile version of Google. The user has not yet Googled anything, and the search engine offers him potentially interesting content.

Content is customized for each user, forming a feed based on collected data about user actions: request history, video views, interaction with news, location and subscriptions to certain topics. The key point is the transition of the audience from active to passive - there is no need to search for anything, it is enough to simply scroll through the feed. You are offered content that matches your personal profile. The same algorithm as in social networks.

Discover generates 20-25% of total media traffic worldwide, while Google takes 32-35%. These figures, although not officially confirmed, are generally recognized in the professional environment.

How to get traffic from Google Discover: practical tips ⬇

✅ Optimize sites for mobile viewing
Since the feed is available only to users of smartphones and tablets, the site must be mobile-friendly, have fast loading, a minimum of advertising materials, pop-up banners, etc.
✅ Choose relevant topics and follow the E-E-A-T principle
Materials on current topics get into Google Discover, which means that news portals have the most chances of getting into the feed. Write authoritative, expert and credible articles.
✅ Use high quality images
The quality and informativeness of the picture attached to the article significantly affects the user's perception and his decision to go to the publication page.
✅ Provide attractive titles for posts
Make headings that will clearly describe the content of the article, reflect its essence. Users must understand what they learn from the publication they read. Do not use clickbait headlines.
✅ Write competent Title and Description tags
Competently selected tags will help the searcher to understand how much the content of the page corresponds to the key query.

07/09/2024

➡️ Inclusive marketing is a company's marketing activities aimed at groups of consumers who have cultural characteristics or physical differences from the main mass of consumers in order to expand sales and gain acceptance.

In contrast to the traditional form of marketing, inclusive marketing seeks to reach all groups of people of different ages, sexual orientation, race, religion, gender identity,physical and mental abilities, ethnicity, etc.

When creating content and design, companies follow some practices:
✅ Using inclusive and respectful language, free of bias, discrimination and offensive terms.
✅ Using diverse and authentic images and videos that represent the audience, avoiding clichés and stereotypes.
✅ Using accessible and user-friendly design and content that takes into account the needs of people with disabilities, such as color contrast, font size, subtitles or audio, etc.

Inclusive marketing is not only a moral imperative, but also a strategic advantage that can drive business growth in multiple ways.

⬇ How using inclusive marketing helps a business:

📌 Increasing customer loyalty. Customers who feel seen, heard and valued by a brand are more likely to stay loyal, recommend it to others and leave positive reviews.
📌 Increasing brand awareness. By embracing and demonstrating diversity and inclusion in their marketing, companies can stand out from the competition and attract new customers who share their values and vision.
📌 Inclusive marketing can also help businesses build partnerships and collaborations with other organizations that share this approach to doing business.

Inclusive marketing is not a one-time effort, but an ongoing process that requires commitment, creativity and collaboration. By embracing diversity and inclusion, you can not only benefit your business, but also contribute to a more just and inclusive society.

07/02/2024

🔔 Demand Gen is a new type of Google Ads advertising campaign based on the application of advanced artificial intelligence technologies. The new capabilities of Demand Gen were announced in May at the Google Marketing Live event and are planned to completely replace Discovery by the end of 2024. These innovative campaigns will introduce new advertising solutions for the YouTube platform. They will reach a wider audience of users and viewers of YouTube Shorts, providing higher visibility and impact of the ad.

There are 5 ad placements available for Demand Gen campaigns:
👉🏻 YouTube Shorts.
👉🏻 YouTube In-stream ads.
👉🏻 YouTube in-feed ads.
👉🏻 Google Discover.
👉🏻 Gmail ads.

Demand Gen differs from other advertising campaigns in the following features:
🔹 A unique set of ads, which means that they can be shown on different platforms and resources.
🔹 A combination of Google Shopping functionality and media campaigns, which allows you to combine elements of e-commerce and media strategies in one campaign.
🔹 Updated "Similar Audiences" functionality, which allows you to define and reach a target audience based on similar interests and characteristics of users.

⬇️ The capabilities of Google Demand Gen

✅ A variety of ad formats, including short videos, photos, carousels and animations. This allows you to experiment and find the best options for promoting your brand.
✅ Ability to optimize a conversion campaign or set bids based on value.
✅ The "Maximum Clicks" strategy, which aims to increase traffic to your site and stimulate actions on it.
✅ Using similar segments to help you find audiences that are similar to those who have already interacted with your brand.
✅ The ability to preview, which allows you to evaluate how your ad will look on different platforms.
✅ Ability to optimize ad placement and find the best combination using A/B testing.

Google Demand Gen offers a wide range of tools for brand promotion and allows you to achieve more effective results in advertising campaigns.

06/28/2024

Contextual advertising is one of the most common advertising channels, and it would seem that everything with it is clear and transparent, but no... Myths and rumors have not gone anywhere. Let's consider the most common myths about contextual advertising.

🔹 Myth #1. "Competitors drain my budget by clicking on ads"
Google derives its main income from advertisers, so it cares about its reputation and spends a lot of money to fight scams, and in this case - fake clicks. It quickly finds and blocks automatic services. It is more difficult to deal with manual clicks, but there is a way out here too - the systems return money for invalid clicks.

🔸 Myth #2. "Contextual advertising is very expensive"
The cost of advertising companies is determined by the competitiveness of the niche. There are expensive themes – for example, a window theme or real estate. But here too there is a way out - external partner sites (at Google - KMS), where the cost of a click is lower than in search. The concepts of "expensive" or "cheap" are relative. It is best to evaluate an advertising campaign using more objective concepts - ROI, CAC, LTV.

🔹 Myth #3. "The context is suitable for everyone!"
This type of advertising does not guarantee you an instant flow of customers. If the demand for your product has not yet formed, it will be difficult to form a semantic core. You cannot consider the context as a panacea: if the landing page is unattractive, inconvenient, then the user will leave without making a purchase.

🔸 Myth #4. "Contextual advertising affects the position of the site in search engines"
No. Search promotion and contextual advertising are different marketing tools. The position of your site in the search will be influenced by certain ranking factors, and the position will be assigned to it by the search robot. The number of ad clicks will not affect this, but will improve the behavioral factors.

🔹 Myth #5. "I can't see my ads - ads aren't working!"
A very common mistake. There are a whole bunch of factors here - behavioral factors, targeting, or maybe the advertising system recognized you as an advertiser. Don't focus on giving out your devices to access the Internet, use analytics tools and track conversions and impressions

06/25/2024

What are UTM tags and what are they for?

🔔 UTM tags (Urchin Tracking Module) are additional URL parameters that transmit data about the source of traffic to the site and help track the effectiveness of promotion and the quality of the traffic itself. The UTM tag is indicated in the URL page after the main address and is separated from it by a question mark. The label syntax consists of two parts:
🔹 Parameters. They identify information useful to marketers and are stored with the URL in the server's log for reprocessing.
🔹 Values These are variables that are assigned to each parameter.

What are UTM tags for?

An advertising campaign on the Internet is usually conducted by several channels at once. At the same time, traffic can be attracted from organic publishing, advertisements in social networks, contextual advertising, etc. Without additional tools, the marketer will see only the final result — the increase in the number of users on the site.
The UTM tag allows you to track the parameters of the effectiveness of the advertising campaign, namely:
✅ where users come from – search results, contextual advertising, social networks, mailings, etc.;
✅ effectiveness of each of the traffic sources;
✅ sales conversion, that is, how many of the users who visited the site made a purchase.

When a company knows the sources of visits, it can evaluate the effectiveness of advertising and understand which marketing activities bring visitors to the site and which waste the budget. For example, if contextual advertising consistently brings a lot of applications, and Facebook advertising - only rare visits, then it is worth analyzing the ad and changing the parameters.

When labels are not needed ❗️

You cannot use tags for internal links on your site. Such a transition will be considered by web analytics systems as a new visit, and then the metrics will not be reliable. Tags can also be harmful if links with them get indexed by search engines, for example, from articles on your blog. First, it spoils the analytics because the search traffic is assigned to one of the ad campaigns. And secondly, from the point of view of search engines, a marked link is a duplicate.

06/18/2024

💻 A landing page is a one-page site that presents a product, service or service. Its main task is to convince the visitor to take the targeted action.

Features of landing page SEO promotion ⬇

Before starting promotion, you need to get things in order with technical optimization. It is necessary to make sure that:
🔹 site loading speed is normal;
🔹 the mobile version is displayed correctly;
🔹 all conversion elements work;
🔹 the site has been switched to the https protocol;
🔹 the main mirror is configured;
🔹 correctly configured robots.txt file;
🔹 the layout of the site is in order and does not "go" anywhere.

Having made sure that there are no technical problems, you can think about a further plan of action, but taking into account some features of the promotion of the landing:

🟡 Advance one region at a time. Promotion can be effective if you choose a specific region.
⚫️ Determine the target audience of the landing page 👥. With one page, it is difficult to please all the desired TA at once. There are two options: you can try to create a page for all target audiences at once or create several landing pages for different TAs.
🟡 Find a compromise between compactness and informative texts 📝. It is necessary to maintain a balance and create content that will suit everyone. There is one convenient solution: you can remove some parts of the text in the opening blocks.
⚫️ Focus on low-frequency requests. A one-page site will not survive the competition for high-frequency keys. Therefore, the semantic core must be collected from medium and low-frequency phrases - this way there will be a chance to hit the TOP.
🟡 Enter the price of the product in the code. The price of the product must be clearly indicated on the page. The price must be written in the html code so that the search robot can immediately see it.
⚫️ Get natural external 🔗 links. Post articles, notes about the product/service being sold on verified sites with good authority, leave reviews on thematic forums, encouraging users to discuss.

So, combined with good internal and external optimization, the landing page will have a chance to get on the first page of search results.

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