Francis Rozange – Digital Marketing

Good and not so good practices

Quality, not quantity

Generally speaking, the poorer a product is, the longer its description is. To notice this, just look around: you will inevitably come across lucky charms, an automated translator or a strange machine for removing wax from ears. An expert has a much harder task: convincing the visitor to buy a quite ordinary product. The page should take less than three seconds to load, ideally two seconds, both on the desktop and especially on the cell phone, which now accounts for the majority of connections. One must combine the talents of copywriter, web developer and graphic designer and when you have a sufficient budget, this is precisely what happens: the advertisement is designed by a team of at least three people, if not much more.

Google or Facebook ?

First of all there is not one but three Google: the search engine, YouTube, and the display network. The latter is very similar to Facebook: as of April 2019 we no longer define keywords but audience segments. The uninitiated usually neglects Google to focus on Facebook as well as its sister networks: Instagram and WhatsApp. This is a mistake, not that Google Ads is necessarily better than Facebook but depending on the context one of them will always win over the other. Sometimes, we have enough digital marketing experience to know right away where to focus our efforts. In other cases, it will be advisable to use both networks and to determine your strategy more precisely after a week, which is the recommended time for the artificial intelligence to optimize your campaign. The risk is minimal: it only takes ten euros per day.


The essential elements of a good campaign

A typical campaign consists of three elements: the illustrations (or video), the text and the targeting. And of these three, the audience is precisely the most important requirement. You should choose your marketing partner based on their ability to determine the best possible audience. Unless you are selling Christmas ornaments or swimsuits, this is not self-evident and instinct is misleading, you will frequently have to readjust the parameters of your campaign. There are interesting tools such as Google Trends for this purpose. You can learn more about this in my numerous articles dedicated to digital marketing.