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  With over 1 billion active users, it makes sense to take advantage of the power of Facebook ads by putting the right ads in front of the right users.
  Display ads are an effective form of spreading brand awareness and establishing new leads. How likely is it that your prospects will click on your ads?
  Inbound marketing is a focused method of helping your target audience discover the solutions that you have to offer. Attract the right people, keep them engaged…
  Display your e-commerce products to visitors who are ready to buy using Google Shopping Services. We can help you make the most of this important strategy.
  Most organic traffic is driven by search engines. Search engine optimization (SEO) is a strategic way to grow brand awareness by writing quality content geared to searcher intent, helping your site to be found by search engines.
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Success in marketing depends on knowing exactly who your target audience is. Gen Z represents those...
When you think of online advertising, there’s a good chance you think of Google, which is the...
Understanding search engine optimization and trying to determine what causes pages to rank high in...
Traditional marketing such as outdoor advertising, print ads and brochures are often the first type...
Google recently announced the launch of confidential matching. It’s a privacy-first solution and a...
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An important part of successful marketing is to create a marketing plan each year. An exceptional...
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# The Best Apps For Marketing to Gen Z
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Softline
January 15, 2025
Success in marketing depends on knowing exactly who your target audience is. Gen Z represents those born between 1997 and 2012. What are the priorities for people in this group and where do they spend most of their time online?
Gen Zers have been surrounded by technology as long as they can remember. They’re accustomed to instant connectivity, which makes them open to keeping up with rapid changes in the digital world.  They’re not likely to be interested in radio or television. Instead they spend most of their time on streaming platforms, and podcasts are growing in popularity among members of this group.
According to , members of Gen Z prioritize mental health, the environment and racial and gender equality. Digital experiences and interactive content are more important to Gen Z than to prior generations.
**Preferred Social Apps for Gen Z**
For Gen Z, as with other generations,  plays an important role in discovering new products and brands. The most popular social app among Gen Zers is YouTube, with more than 90 percent of adults between the ages of 18 and 29 saying they have used this platform. Gen Z consumers are most interested in consuming content found on YouTube rather than networking on this platform. For this group, YouTube has pretty much replaced traditional TV which makes it a very influential platform for them.
Video sharing content is a good way to gain the attention of Gen Z. Both long and short-form content are regularly viewed by Gen Z on platforms such as YouTube and TikTok. When looking for new products and brands, Gen Zers engage with influencer content.
Since Gen Z appreciates visual content more than any other kind, Snapchat and Instagram are also popular apps for this group. Some members of Gen Z use other platforms such as Facebook, Pinterest, Reddit and X/Twitter. BeReal is a newer platform that only around 12 percent of those in Gen Z use, but it’s more popular with this group than those in older groups.
**Challenges for Marketers**
The constant stimulation that Gen Z and other consumers are exposed to can make it challenging for marketers to capture and keep attention. When marketing to this group, bite-size content can work along with engaging content such as short-form videos
Marketers should put most of their marketing efforts into one or two platforms, once the best choices for your audience have been identified.  If you use more than one platform, keep in mind that Gen Z looks for authenticity, and you should aim to deliver consistent messages across platforms.
Content is frequently accessed on mobile devices so make sure content is mobile friendly at all times. Influencer marketing can be a key strategy in reaching Gen Z, so collaborating with influencers can help you to deliver your brand message. Plan your marketing strategy based on emerging trends.
The digital marketing experts at  can help you plan an effective strategy to reach your target audience and grow your online presence and business. Get in touch with Softline Solutions today.
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The Success of the Google Advertising Platform
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# The Success of the Google Advertising Platform
December 27, 2024
When you think of online advertising, there’s a good chance you think of Google, which is the world’s largest advertising platform. In 2023, Google made over $237 billion from ads, which was approximately 77 percent of their revenue. Google has a reputation for successfully driving targeted traffic and delivering strong returns on investment, which is why so many companies opt to invest in this advertising platform.
Spending on search engine advertising continues to rise rapidly, which indicates that companies consider search engine advertising to be a key part of their digital marketing strategy. Google is so dominant in the world of search advertising that it’s expected that their advertising revenue will continue to grow, possibly to revenue that’s significantly larger than Microsoft’s by 2026.
**Google Display Network**
Advertisers can reach an enormous audience through Google Display Network (GDN). This is a group of websites, videos, and apps where Google Ads can appear. Over two million websites make up this network, so placing a type of Google Ads known as display ads puts your message in front of millions of potential customers. This effectively helps marketers reach diverse audiences. Google earned ad revenue of more than $31 billion in 2023 just from GDN.
**Total Digital Ad Revenue**
In 2023, Google made more than double the ad revenue of its closest competitor. Google earned approximately 39 percent of global revenue for digital ads followed by Facebook which earned 18 percent. In the U.S. alone, Google earned almost 27 percent of digital ad revenue. Meta came in second at just over 21 percent and Amazon came in third with around 12.5 percent.
**Organic Search**
Close to one-third of online customers start their buying journey on Google, and Google dominates the organic search market with close to 80 percent of this market. It also dominates an even higher percentage of mobile search with over 94 percent of that market. Bing is Google’s closest competitor in this area, and they have less than 4 percent of the market.
Compared to PPC, SEO drives considerably more traffic over time while paid ads are a good choice for immediate results. The average click-through rate on Google ads in 2024 was just under 6.5 percent, while the top  had more than a 39 percent CTR. That means that about 1 in every 16 people who viewed a Google ad clicked on it.
**Return on Investment**
Most businesses consider money spent on Google Ads to be well invested, with the average business making $2 for every dollar spent on Google Ads. As many as 98 percent of businesses rely on Google for PPC advertising. Some use other platforms as well such as YouTube, Facebook, and Bing.
An increasing number of clicks happen on mobile devices and this trend is expected to continue. Because of this trend, businesses need to improve mobile-friendly ad strategies if they hope to continue to reach their target audience and remain competitive. Experts predict that by 2028, more than 70 percent of digital ad spending globally will be done through mobile.
**Advertising Locally**
If your business depends on local customers, Google Ad’s location-based features are a key way to connect with a locally-based audience. Each month over a billion people use Google Maps to find local services and products. Google Maps comes pre-installed on Android devices, yet it was downloaded over 21 million times in 2023.
Google Shopping has strong brand recognition among consumers. It appears at the top of SERPs for product-related keywords.
**Including Google Ads in Your Marketing Strategy**
Marketers who use  can’t afford to avoid using Google Ads, since there’s no other platform that has as much potential to reach a large number of prospects and customers. Long-tail keywords more clearly describe user intent and usually convert better than short keywords.
To give your Google Ad campaigns the best chance of success, reach out to the experts at Softline Solutions today.
Factors That Affect Search Engine Rankings[Next post
The Best Apps For Marketing to Gen Z
# Factors That Affect Search Engine Rankings
December 13, 2024
Understanding  and trying to determine what causes pages to rank high in search engines can be puzzling. There are many queries in which Reddit and other user-generated content (UGC) rank surprisingly high, sometimes even for commercial keywords. Posts that are keyword stuffed or AI-generated sometimes rise to the top of the search engine results page (SERP).
How does this happen? The way Google ranks pages is still a mystery. Keywords are usually emphasized as a factor in SEO, but they might not be as important as people think. If it’s not super important to focus on keywords, what should marketers focus on instead?
**Other Factors That Affect Rankings**
Established brands tend to rank higher in search engines than smaller businesses. Google recognizes that big brands have established reputations and search engine users are more comfortable clicking on familiar URLs than links to an unknown business. Backlinks and social media presence reinforce these established reputations. Marketers need to focus on building a strong brand.
When you’re competing with other blogs, your content needs to provide more information than your competitors. Evaluate user interaction data which refers to how users behave on a page after clicking on a link. Test click-through rates and analyze user behavior. Dialog and engagement matter and improved user experience helps lead to better rankings.
Machine learning makes it possible to recognize patterns of behavior that marketers may not otherwise notice. Patterns that are picked up by machine learning don’t always make sense to us, but they can still affect rankings.
**Analyzing Data**
Improving your rankings depends on continually analyzing data to find out what’s working and what’s not working. It’s important to make sure your content addresses different aspects of user intent. If user generated content is ranking high on SERPs, consider enabling blog comments or posting reviews on your website.
Sites at the top of SERPs that don’t seem to make sense may have attained their ranking because of a search engine bug. When a site attains high ranking, it doesn’t necessarily mean it will stay at the top of the SERPs. Google is continually testing URLs and user data, and they aim to deliver the most relevant results.
Traditional tactics and keywords aren’t all that’s involved in attaining better search engine rankings. Ranking factors are continuing to evolve so it’s important to be open to using more creative strategies. Don’t jump to conclusions about sites that rank high. Keep paying attention to user behavior and keep testing and analyzing. The only way to know for sure if changes are effective is by continually testing, analyzing and making tweaks.
Working with experts in the field of SEO gives you the best chance of obtaining the best possible results on SERPs. The team at  is committed to keeping up with changes in SEO as they happen. We have helped hundreds of companies to succeed online and we want to help your business to grow and thrive. Contact Softline Solutions today.
Why Small Businesses Should Leverage Digital Marketing[Next post