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Advertising in Cyprus: Facebook Ads vs Google Ads

Advertising in Cyprus: Facebook Ads vs Google Ads

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Advertising in Cyprus can seem like a minefield whether you are new to PPC advertising (pay-per-click) or an expert. Even if you are a complete newbie to the digital advertising world it is more than likely that you are aware of Facebook and Google ads. However, before dedicating yourself and your business to one of these advertising platforms, you need to determine which one suits your business or your clients’ needs best.

Now, if you are indeed a newbie, do not be intimidated. The best experts in the world still need to research which platform suits their client best and this takes time. So, do not rush.

We will show you step by step which platform is best for advertising in Cyprus (it differs country to country) and show you some statistics for different markets.

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Facebook vs Google

We are going to begin this post by explaining the key differences between the two giants. The information below is vital before you even step foot onto either platform and you will see why…

Okay, so Facebook is also known as a Paid Social meaning advertisers reach audiences based on their location, behavior, interests and demographics. On the other side, Google is a Paid Search form of advertising. This means that advertisers target an audience based on their target keywords in search.

Facebook has a 1.45 billion daily active users but Google surpasses that with a 3.5 billion searches per day.

You might now be thinking Google ads is better but let’s look at the cost and ROI. The average CPA (cost per action) for Facebook ads is $18.68 whereas the average cost across industries on Google is $48.96.

Now, let’s look at the average CPC (cost per click) for different industries.

diagram of costs per click

In general, the rule is that Facebook is used for the purpose of building brand awareness and growing an audience. Whereas, Google is used for immediate sales and leads as well as for advertising products and services with high purchase intent during search.

Define Your Objective for Advertising in Cyprus

Defining your objective when it comes to advertising in Cyprus is a must! As we’ve said before, it depends on your market and intentions.

For example, if your goal is to increase brand awareness Facebook ads are ideal. Whereas, if you are looking to generate sales then Google ads could work better.

However, many people assume that they want to generate sales because they want to sell their product when in reality, they actually need to gain social exposure first.

An example of this is luxury real estate businesses in Cyprus that aim to sell property to foreign buyers. Of course, if you are in this business your end goal is the sell the property. Therefore, from the data above you would think Google ads is for you. However, in reality, you need to expose your brand first and to the right audience.

Firstly, if you are targeting foreign buyers it is unlikely, they know of your brand. Therefore, you need to raise awareness, which as you have seen, is what Facebook ads is there for. Secondly, by using Facebook ads you can target the ‘perfect’ potential buyer by selecting the right demographics, locations and interests on Facebook ads. Whereas on Google ads you have to be certain you are using the correct keyword for a foreign buyer, which is much harder than you would think.

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Some More Statistics

In the example above we mentioned a situation where a company is targeting abroad. But, what about advertising in Cyprus for people who live here? Well, again it comes down to your intentions and goals but you cannot ignore statistics.

So, 94% of Facebook’s advertising revenue comes from the mobile, which is an extraordinary amount and with the average Facebook user clicking on 11 ads per month (1 every 3 days) you can understand why Facebook is so successful. Of course, not every click will be effective and lead to a user purchasing a product but it creates awareness and engagement.

Now, there is 1 million social media users in Cyprus (an increase of 55 thousand or 5.8% between April 2019 and January 2020). This is a very high population majority and the potential reach is high. Therefore, advertising in Cyprus for residents here via Facebook is a highly possible win.

Conclusion

Advertising in Cyprus all depends on your business, what you want to gain and of course your budget has a significant impact as well.
Overall, it is cheaper to advertise on Facebook (if you know what you are doing) and it provides much better brand awareness than Google. However, if an audience is already aware of your brand and you have the keyword research as well as the budget to advertise on Google then this platform could be right for you.

Related article: Digital Agencies in Cyprus: What to Ask Before Signing With Them

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Digital Agencies in Cyprus: What to Ask before signing with them

Digital Agencies in Cyprus: What to Ask before signing with them

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Digital agencies in Cyprus are growing and there are a select few who are truly helping businesses grow by delivering marketing techniques and strategies; including SEO, content marketing, social media and paid media.

But before you get too excited and sign with a digital agency in Cyprus to broaden your reach, read our in-depth article and see what you should be asking.

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1. What are your services? How will they help my business?

You want to partner with an agency that fits! Do you need to rank higher on Google? Then partner with an agency who has a good reputation for SEO. Does your business need high quality videos to promote your services/products? Pick an agency with those high-quality videos on their website.

2. How will you use a customized approach?

Don’t pick an agency who has a one-size-fits-all attitude! Ask the agency how they plan to customize a strategy for you and your business and make sure they give a detailed answer!

3. What is your communication and reporting like?

Digital agencies in Cyprus and all over the world have different ways of communicating and reporting. Some rarely report on how the project is going whereas others give updates to their clients on a regular basis. Ask the agency what they communication is like? Does it fit your expectations?

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4. What industries do you often work with?

If you find an agency who regularly does work with your industry, then it is more than likely that they’d be a very good fit for you! It is not vital that they have mass experience in your industry, but it means you can easily see a portfolio that relates.

5. What size is your agency?

There is no right answer for this one! A great agency might have 4 employees or maybe 40, however there are pros and cons to agency size. For example, if you partner with a smaller agency it is much more likely that you will have direct access to the people managing your campaigns but larger agencies are more likely to offer more services.

6. How Do You Measure Your Service Results?

In the digital marketing world data is kept transparent. Agencies pride themselves on achievements and know exactly where improvements are needed and challenges are faced. Ask the agency how you will receive service result data and how well detailed these reports are.
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SEO in Cyprus: 3 Trends to Watch Out For in 2020

SEO in Cyprus: 3 Trends to Watch Out For in 2020

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SEO in Cyprus is evidently not as competitive as other countries around the globe; however, it is growing at a steady pace. This means now is the chance to improve your SEO skills and put the new trends to use. This post will cover the 3 trends making an appearance in 2020.
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Optimize Your Content for Voice Search

Artificial intelligence is driving SEO and we’re going to show you how and why.
Do you ever use Siri? Or Amazon Echo? Or Google Home? Most of us at Sorxmedia do because let’s face it, it’s super easy and you don’t need to press any buttons! Hence why voice search is on this list.

During October last year, Google announced an extremely important update to their algorithm and its biggest advancement of artificial learning, Bidirectional Transformers for Language Understanding or BERT for short.

If you’re unsure what we’re talking about, let us break it down for you.

  • Although computers have been around for a fair amount of time, they cannot understand language, they simply store text.
  • Welcome Natural Language Processing or NLP, a field which strives to understand the structure and meaning on text. This network-based technique is so fundamental to SEO practice as it deals with how people search and understands what words in a sentence mean.

So why is optimizing your content for BERT important?

There is no single way to optimize purely for BERT however improving your website will help. You need to be creating higher quality content than ever before! Forget about messy long-tail keywords and begin creating ‘how-to’ sections as well as FAQ divisions.

Zero Click Searches

It’s common to Google a question and find the answer without needing to click on any link due to featured snippets. Obviously, these featured snippets are vital for brand awareness and with that being said you now need to ask yourself how to rank for these snippets.

  • Firstly, if you are already on the first page it makes it much easier. It means your content is great and relevant to what your audience are searching for.
  • Formatting is essential and you cannot ignore it! Think bullet points, a table or a paragraph? What works for your audience?
  • Research your competitors: What are they ranking for? Is their information more clear and easier to read? Think how you can improve your snippet.

UX (User Experience)

Our final trend for SEO in Cyprus this year is user experience. UX has been part of marketing for quite some time however this year it will make a big appearance for SEO.

It covers everything from page speed and keywords to images and value of content.

  • Page speed: If your page doesn’t run fast on both mobile and computer then forget it ranking on first page, no one will wait around for it to load when they have plenty of other options.
  • Keywords: Your audience is looking for what you’re providing on your website, make sure you use the correct keywords.
  • Images: Make sure the images are relevant to what your content is about, use Alt tags (write these for humans not computers) and use the correct file type.
  • Content: Obviously, create content that matters to your audience but don’t forget who your audience is. If you’re like us, a digital marketing agency, are you writing content for other people who offer the same services? Or for potential clients who will (hopefully) find you ranking first on Google.

Related: Video Marketing Trends 2020

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Time to Team Up With A Digital Marketing Agency in Cyprus

Time to Team Up With A Digital Marketing Agency in Cyprus

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Last week Cyprus went into lock down. Businesses closed and this caused devastating effects to stores who rely on high street sales. With this we’re witnessing more businesses becoming dependent on online sales and some are not thriving due to a lack of a good online presence. This is where you can utilize your time and team up with a digital marketing agency in Cyprus! Most agencies have the capability to work remotely so if you’ve got free time on your hands from self-isolating consider taking the time to really look at your online presence.

It goes without saying that after Cyprus went into lock down the internet usage increased; in fact, it has dramatically increased around the world with an average of a 20% growth of web traffic in most countries.

The sites with the highest amount of traffic and therefore still receiving inquiries and sales are of course those that rank on Google’s first page. We will cover why and how they appear on the first page throughout this article. As well as why you need to follow suit. And do not forget, once this is all over you will need an epic online presence to bring activity and sales back up.

So, let’s go through the important questions you need to consider:

  • How is your website speed?
  • Do you rank of the first page of Google for your services?
  • Do you have high quality content?
  • Does your website have video content showing your services?
  • How up to date are your social media pages?

The Importance of Website Speed

Imagine this scenario: You’re interviewing someone for a quality position within your company and they arrive late. Is that a good first impression? You’re less likely to hire them, right? Well it’s the exact same for slow loading speed on your page. According to statistics if your page doesn’t load within 4 seconds you will lose 25% of your visitors, meaning the number of conversions is heavily impacted. The visitor has such a bad first impression that even if you have high quality content on your site, they won’t bother to read it.

In today’s world people automatically associate fast loading speed with professionalism and are confident your site is worthy of their time if it loads quickly. Therefore, site speed is vital for good UX (user experience), whatever it is that your audience are looking for, give it to them fast! They will presume you’re highly professional and this will increase your ranking.
Speaking of rankings, Google rankings are affecting by site speed. Google’s algorithm considers page speed so if your site takes more than 2 seconds to load Google is less likely to care about your most recent blog or update.

Now it’s time to find out why you need to partner with a digital marketing agency in Cyprus to help you out.

To achieve essential loading speed, it takes someone who is tech savvy to minimize files, optimize images, enable compression, optimize the server and minimize the HTML, just to name a few. Luckily for you, every digital marketing agency will have a developer who does on-page SEO.

How to Achieve Good Search Engine Rankings

Since we mentioned page rankings in the previous paragraph lets delve into the subject a bit more. Firstly, do you ever go onto page 2 of Google to find what you’re looking for? Much like how people
associate fast loading speed with professionalism, people also associate first page sites with being more reliable and trustworthy.

Now as we mentioned, page speed has an impact on search engine ranking but let’s not forget about backlinks. Backlinks are when a site links to another site and this is considered very important to Google. If you receive a backlink from an aged domain you’re doing very well, although a backlink from a newer domain isn’t necessarily a bad thing.
Second thing to consider is page level factors. If you are writing content and using an outdated system of ideas, then you won’t get the rankings you strive for. Yes, keywords in the title tag are important but they’re not as important as they used to be. It’s the same with the content you upload, it’s outdated to upload a lot of short articles, instead upload a few high-quality pieces a month.

Obviously, these a just snippets of how to achieve good search engine rankings however every good digital marketing agency in Cyprus should have a SEO and content expert who can examine your site and give a detailed guideline of how they will improve your rankings.

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Creating High Quality Content

A major part of SEO and what helps your business with gaining good online presence is the quality of content you post. There are 3 key factors in content, keyword research, copywriting and structure.
Every expert will start with keyword research; this is where you need to study what key terms people use in search engines related to your services. Now there is a lot more detail to this, however I doubt you really have the time to run a business and be a SEO and content expert, so leave it to a digital marketing agency in Cyprus.

Anyway, on to copywriting. This aspect needs to be carefully though through as it needs to be attractive for the reader and Google. You need to think about sentence length, writing clear paragraphs and text structure. If Google is clear on your subject matter than it’s a green light for their algorithm as well as giving you a happy and satisfied page visitor or penitential client.

The last step is to structure the content so that Google can understand it and so that it’s UX friendly. A table of content is a must! As previously mentioned, people trust sites that load quickly because it’s worthy of their time, this is the same for finding the right content. If they can click on the section they want to read from the table of content and the page automatically takes them to that section, then perfect! No time wasted!

Video Content as A Trend

Did you know that by 2021 80% of online traffic will be due to video content? So, you can see why it is so important and if your site is lacking video content, then you need to start creating and posting it now!

Video content is extremely important to Google, so your site will begin to climb the ranks of search engines as well as making it much more memorable to your audience as you’re engaging their visual senses. With all this being said, don’t forget that Google needs clear sections to understand the content, you cannot simply record any subject and upload it. It needs to be planned and executed perfectly in order to be effective.

Now once you have your video content ready you need to optimize it for SEO; this includes using keywords in the title, having a good description and using tags. But it doesn’t finish there, you also need a blog post on the same subject as your video, this will then improve your bounce rate.

Social Media Presence

What is the second biggest search engine? It’s YouTube! Therefore, you need to make sure it is optimized with great content (video content as mentioned above).

As well as a strong YouTube presence, you also need to be active on sites such as Instagram, Facebook and Twitter. This is simply because social media is part of our daily life and this is where you get shares on quality content and follows on your page and website.

Remember that during this crisis the use of social media has risen, with some site usage increasing by 75% therefore it only makes sense to optimize your social media pages now.

However, if you’re unsure about tactics to optimize your social media pages then contact a digital marketing agency. Most agencies have someone who is specialized in creating and maintaining a strong social media presence so ask for a plan of action and KPIs.

Finally, stay safe during this period of uncertainty!

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Cyprus Digital Agencies Market: Our First 6 Impressions

Cyprus Digital Agencies Market: Our First 6 Impressions

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I got to start this post by saying that Cyprus Digital Agencies market is one of the most interesting, “gap-full” and unique markets we have ever seen and entered until today. In this blog post I’m going to point out some of the highlights of our experience entering this market and I’m sure that you, my dear reader, no matter what type of business you have (or no business at all), have seen or experienced yourself working within this market.
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Before getting to it, you might wonder why we have even decided to choose Cypriot digital agencies market to enter and operate in. The decision was tough at the beginning due to the market size, but as we looked into the market further, we got convinced that there are many opportunities here in this beautiful island. Opportunities and positive points like:

  1. Low competition with few quality-rich agencies in the market.
  2. Limassol! The city of multi-national companies headquarters. Lots of fish out there!
  3. Plentiful market gaps and marketing methods that haven’t been tested in Cyprus yet.
  4. New industries popping up in the island, e.g. upcoming possible marijuana market, cryptocurrency, etc.
  5. Fruitful young talents with cheaper labor costs.
  6. Climate, beach, food and the laid-back lifestyle (this was also in our cons list!)

However, let’s get back to the point. Having started working in the market and continuously doing the research, we tried to summarize our up-to-date experience and highlighted the following six impressions.

1. Many Unhappy Clients, Lots of Unpleasant Stories, I Mean…A LOT!

At first we thought, “How could this be?” that clients we’ve been getting have more or less similar experiences with one or another digital agency or a “tech guy”. They got charged a fortune and received a poor quality work or even no work at all! At first, we thought that similar stories should be coincidental; I mean how it is possible that the very first three clients we got all shared the same disappointment. However, after a while, we’ve noticed that this is a pattern somehow and it happens a lot in Cyprus digital agencies market. I believe the reasons are what I have mentioned before – low competition and the high cost of good-quality agencies in Cyprus that can’t be afforded by small businesses.

2. Many High Quality Underground Agencies are IN Cyprus but work NOT FOR Cyprus!

It’s amazing how many underground digital agencies are in Cyprus that produce amazing quality creative content but all of their clients are outside Cyprus! I can name more than a dozen of agencies that we discovered within a month and they all work with small to medium size companies outside Cyprus. I got curious and asked the founders about their motives and they all say that this is happening due to the ubiquitous undervaluation of creative work in Cyprus! In fact, most of the brands who are willing and able to pay for quality and creative content have already been taken by one of the well-known larger agencies. This actually brings me to my next point of…

 

Some of our agency friends: SeriesEight, Pink Panster

3. Large and Old Agency Doesn’t Always Mean Great and Quality Products

Brand name, size of the company and their popularity amongst locals are the main factors that play a HUGE role in decision making here in Cyprus. And the interesting fact is – those large Cypriot digital agencies were founded back in 90’s and 00’s and due to the low competition in the market were never pushed to innovate, change their methodologies and technologies used so to be compatible with 2019 standards (Some still use Joomla believe or not). However, I believe that in few years, most of these agencies will experience major fluctuations if they don’t adapt to the world’s standards now.

4. The New Generation Sheds Light to the Cyprus Digital Agencies Market

Just spend a day in universities and societies where the new generation of Cypriots hang out and you will realize how many Generation Z’ers there are who are extremely passionate and talented in many aspects of the digital world. One day their pure innovative and creative attitude will change the entire Cyprus digital agencies market. Also, there are many Cypriot Generation Z’ers who are coming back from studying abroad and bringing those innovations and latest knowledge goodies with them. This is really promising!

5. Direct Advertising Still Works in Cyprus

Unlike the global trend of the direct advertising losing its effectiveness, in Cyprus, social and display ads still work! You can still buy sponsored content from different mediums and have leads phoning or messaging you in a zippy! However, I would give it another year or two until direct advertisement will surrender to the digital and inbound.

6. The Delayed Rise of Influencer & Community-Based Marketing

As expected, what happened with Kardashians back in 2007-10 in U.S. is happening right now in Cyprus. Influencer and community-based marketing is slowly taking over direct marketing in many industries such as fashion, cosmetics, food and beverages, fitness centers (shout out to all the fitness influencers and gym owners for their great effort!) and etc. So you’d better be prepared for this huge change!

We could continue this list much further since the Cyprus digital agencies market is so uniquely odd but at the same time interesting to operate in; however, my plan is to keep these blog posts as short and fruitful as possible. And to end this, I invite you to read my last takeaway point and share it with your friends and family:

 

If you are planning to choose a digital agency to work with, do NOT consider their size, or how old they are or how many well-known clients they have. Consider how creative their teams are and usually the smaller and younger the team, the more creative they get! Trust me, we know!