Best practice for your online marketing mix

Bing Ads

Bing is a major search engine, particularly for older people and businesses. Are these target groups important for your construction project or service? If so, you should also advertise on this search engine. A nice bonus: there is less competition than on Google.

Tip: run your best Google Ads campaigns on Bing. You can then apply the lessons learnt from Bing to Google Ads.

Bing market share 2022:

• Belgium 4,89%
• Luxembourg 4,48%
• The Netherlands 3,43%
• France 4,37%

Source: GlobalStats

Conversion Rate Optimisation (CRO)

Do your adverts generate plenty of clicks and do people find their way to your website easily, but does it stop there? Then you need to focus on conversion rate optimisation.

In practical terms: ensuring that visitors do what you expect them to do. From clicking through or downloading a white paper to requesting a quote or getting in touch.

Because the internet is constantly evolving, you need to regularly update and refine your online channels and digital marketing. This applies to your website and landing pages, as well as your email campaigns and their follow-ups. In short, it applies to your entire marketing funnel.

Answer at least these questions:

• What information should visitors receive and when?
• How do we guide people through the decision-making process (the customer journey)?
• How do we convey our message clearly and convincingly?

All these aspects are eligible for improvements (optimisations). Start by analysing your current situation and draw conclusions from the insights.

Search Engine Optimisation (SEO)

SEO, also known as search engine optimisation, has been around for a long time. What’s new is that it’s being used more and more, and competition is increasing. Because SEO efforts only pay off in the long term, there’s no point in investing in them for a (time-bound) project. However, for your brand awareness or the discoverability of your office or property, it is certainly worth aiming to rank highly on Google.

How do you do that?

It’s not simple, because a successful SEO strategy involves a lot of thought and customisation. Start with the basics: add your company or project name to Google My Business.

Read here how to do that

Extra SEO tip

Make sure the name of your property development and the town name appear in your website’s text and titles.

Also bear in mind the SEO trend of zero-click searches.

If the answer to a question already appears on the search results page (SERP: Search Engine Results Page), people no longer click through to a website.

They often get these short answers via featured snippets or a knowledge panel (e.g. information from Wikipedia).

A few years ago, around 40% of searches resulted in no click; today, that figure is already roughly half …