TMD website articles visuals

What is the Future of PPC Advertising?

PPC advertising (in full pay per click advertising) is a form of marketing where an advertiser pays for each click their ads receive. Clicks can result in a sale, a phone call, or as simple as a website visit.

Why PPC advertising as opposed to SEO?

PPC could be easily thought of as a ladder that helps you get to the treetop and pluck fruits. SEO is much more like climbing the tree, one step at a time. PPC is one of the quickest ways a business can make sales or generate traffic within the shortest time possible.

Being a shortcut to the top, PPC tends to be costlier than SEO-though totally worth it for businesses that want to gain traction right off the bat.

The Changing pay per click advertising environment

Like other digital services, the pay-per-click advertisement is undergoing massive transformation year after year. What was considered the best PPC practices two years

ago may no longer work in the current technologically advanced marketing realm. Here are a few changes to expect:

  • AI PPC

From Her, Ex Machina to the globally acknowledged blockbusters such as Iron Man, it is becoming apparent how important AI is in expediting human operations. PPC advertising is one area that is already integrating artificial intelligence.

Normally, you would be expected to do keyword research, competition analysis and forecast how your ad campaigns will perform. This can take a lot of time and when it comes to business time is the most valuable resource.

Of course, Google and other ad platforms offer in-house AI capabilities but they are still rudimental at best. This means you might need to look into other best third-party AI-powered PPC tools that are smarter.

A few noteworthy mentions include Albert, Optmyzr, Marin, and Acquisio. These tools can take over keyword research, budget forecast, ad translation, data analysis, and much more.

Note: Just because AI-powered tools are becoming all the rage doesn’t mean you should settle for any. Their performance relies on their algorithm capabilities. And we all know some algorithms are cheesy.

  • Process automation

All businesses are driven by one law: to make profits (of course by being valuable to their customers). And to remain profitable, overhead costs must stay within a reasonable point. Quite frankly, PPC managers still deal with a lot of manual duties that soon could be taken over by automation.

The sheer number of platforms and networks means ad managers must always babysit their campaigns. Thankfully, automation now allows smooth bid management with better chances of precision and profitability.

Automation takes care of reporting and can download daily or weekly analytics for reviewing. Furthermore, you can enjoy the Dynamic Search Ads (DSA) feature that runs campaigns on auto based on existing data. How awesome is that?

Caveat: While it is a time-saver, DSA can overreach on some keywords and easily go off course. You also lack control over content headlines and that means what is being posted may not exactly be in line with your brand’s image and goals. So always make sure to take some time to monitor automated processes.

  • Platform Diversification

While automation is going to eventually win over virtually every platform, some will transform slowly. And that is a good thing. Google’s smart bidding strategy may be helpful but at times, but it can easily send your performance downhill. This is because there is no human involvement or control.

Note: Smart bidding is a good strategy for accounts receiving over 50 conversions in a day. The more the conversion data, the easier it becomes for the algorithm to achieve better strategies. If you are getting low sales, it is better to proceed with manual PPC.

Other platforms like Microsoft Ads still give marketers accessibility to robust data for strategic decision-making. You have full control over your messaging, ad spending, and reach.

  • Video will still be relevant

After Google, YouTube is the second most used search engine on the internet. Stats indicate that by the end of 2022, the number of YouTube uploads will be more than a million. Now you understand why you must start or continue using more videos in your PPC advertising strategies.

Videos not only communicate your brand’s ideals but showcase exactly what a product is and how it works. And as the number of mobile consumers increases, you’ll sleep well at night knowing that your ads are getting the impressions and clicks they deserve.

  • Mobile experience will matter more

Yes, it’s no surprise that this has been one of the core PPC trends in the past couple of years. However, as you probably know, the number of mobile users keeps growing by the year. Also, platforms like Facebook, Instagram, and Whatsapp rolled out stories-which makes sharing short and punchy videos easy.

So going forward, brands that want to win big will need to ensure their websites are mobile-friendly.

  • Growth of stellar content

Many marketers have been aggressively focusing on data points and curating ads that suit those trends. As you would expect, the content can easily come off as unsuitable to some audiences. Many PPC advertising experts indicate that there will be renewed efforts in ad content with writers capturing the unique needs of their audiences.

  • Renewed efforts at blocking bad ads

Ads have come a long way from the nuisance pop-ups they used to be to the more friendly versions you see on Google, Facebook, and Amazon. Therefore, for your ads to be green-lit for publication by most browsers, they must be exceptional.

With every Google Chrome’s update, there are more efforts directed towards blocking bad ads. And the crazy part is, your ad could be good but if it comes from a network that is less trusted by users, sadly, it’s going to be bashed. So while you may want to lower your budget or stick to an ad platform you are used to, make sure it’s well recognized.


Wrap Up

The future of PPC advertising is largely going to be automated. There are lots of new tools and methods rolling that will definitely impact your marketing campaigns albeit for a short time.

It is okay to stick with what is working now but do not forget to familiarize yourself with the upcoming new updates. You don’t need to adopt all the novel approaches. Instead, AB-test a few in sandboxes and deploy those that yield better ROI. Are you excited about the future of pay-per-click advertising? Do let us know.

Must used (4)

Artificial Intelligence and its Impact on Digital Marketing

Surviving in business means always anticipating what’s coming next, thinking 10 steps ahead and preparing for changes that will impact the industry you’re in and eventually the way business is conducted. This is especially true in digital marketing, planning and anticipating changes allows a business to be resilient and thrive in a changing environment. 

One topic that is gaining momentum in the digital marketing space is Artificial Intelligence. Many of us think of AI as something futuristic and associate it with robots that can talk and mimicking human abilities. But AI is not as futuristic as some of us may think, it is here and it is already making waves in the digital marketing space.  

An example of a brand that is already using AI is Amazon! Using shopper’s recent searches, views and purchases, Amazon uses AI to show the shopper only information that is relevant to them, increasing the chances of the shopper returning to their site or even making a purchase. 

Many clients appreciate personalised service and with AI, many websites are able to offer this to their clients. One very relevant use of AI is the adoption of chatbots on websites. Chatbots are a perfect way to achieve the one-on-one customer service offering, too many customers at the same time, in different languages and various time zones. Providing relevant information in real-time! 

AI is changing the face of internet marketing, rendering many older strategies obsolete.  

If you’re considering optimising your website to provide a better customer experience, get in touch with us and let us help you find ways to stay ahead, ensuring your digital advertising remains profitable and your services remain relevant. 

Photographer General LinkedIn Banner (2)

Launching Your Business in Africa? Here is my proven recipe for success.

As far as I remember, for me, the word Africa has always resonated with endless opportunities, hard work, and career growth. Knowing the realities of my homeland – and being raised with a strong Beninese and Togolese culture – I made it a mission to help change the African narrative the best I could at my scale. For almost five years I had this opportunity with my previous employer before starting The METO DIGMA. The mission was exciting and fulfilling; to Help bridge Africa’s Digital Divide, especially in rural areas with the help of our satellite broadband solution. Most importantly, this position allowed me to learn more first hand about the continent from a business perspective. Here are the main lessons learned on how to successfully launch your services in Africa.

1- Understand your audience.

You can’t do business with people you don’t understand. This sounds logical, but all too often we have examples where brands have made erroneous assumptions from one neighbouring country to another when planning their launch in Africa. This continent is a puzzle of 54 countries, and each country is filled with different ethnicities having their own culture and customs. Your communication has to take stock and embrace these differences. For example, you don’t communicate the same way in a French-speaking country as you would in an English-speaking country. Being knowledgeable about these specific cultures helps you to adapt your product to customs and practices and ensure that the solutions you provide are relevant to your customers.

2- Do your homework.

Make sure you’re addressing a real problem that your audience faces. The story of the young start-up trying to replicate a product or a service that has been a success in the US or in Europe is now a cliché in Africa. Most of those experiences ended in failure. Try another way instead. Understand the country and, if needed, start from scratch and create a strategy specific to your market.

3- Good marketing is nothing without suitable logistics.

Make sure that your product can be available for your customers, everywhere. Set up good distribution channels or partner with companies that already have a good network if you don’t have the resources internally. Don’t just focus on the big cities, but also on the small ones and don’t be afraid of rural areas. The closer you are to your consumer, the more likely you are to be adopted by your audience, with the support of the right marketing approach.

4- Test your ideas until they prove right. 

Africa is the place where you can test ideas and try products until you find a good formula. Ridesharing services like Bolt (former Taxify) or Heetch have done that with success. First, develop a minimum viable product then test it and enhance it thanks to feedback.

5- Listen.

In Africa, like elsewhere, things can move fast. A dominant position can be earned by efforts and constant attention. But it can also be lost quickly as soon as one becomes complacent. So, you should keep asking for feedback from your partners, distributors, consumers, etc. Evaluate the feedback and implement the ones that can improve your product. Be really cautious about price-related feedback. Consumers are really price-sensitive, regardless of how good your communication strategy is 🙂

Remember that the vast majority of people in Africa live with less than 2 USD/day. So, not only should your product be good, but it should also be provided at the right price based on your targeted market realities. Price is the first determinant of the buying decision.

6- Don’t hesitate to go digital. 

According to Tidjane Deme, former Google Lead for Francophone Africa, “people underestimate the ability of Africans to adopt and use a technology that can simplify their lives.” Don’t make that mistake. This is something that our current coronavirus pandemic has made very clear: rely on digital technology too! But keep it really simple. The consumer can adapt to it more quickly than it seems, don’t underestimate them. Smartphones sales are exploding in Africa and the connectivity is getting better and better. But keep in mind that a large proportion of the population is illiterate, which is an opportunity to be creative and innovate on the most effective way to address this part of your target. For instance, voice solutions in local languages or clear infographics have proven to be efficient.

7- Use complaints to your advantage.

Complaining is human nature. So when your partners, distributors or customers do it, don’t take it personally. Instead, use this feedback as an opportunity for growth and create a positive outcome from it. Connect to the unsatisfied partner, distributors or customers to understand what the issue is from their perspective, and see how you can address it. Never forget to integrate your partner strategy into your own, especially in a B2B relationship — their happiness is yours, equally, their success is highly linked to yours. In Africa, customer service matters, it is of high importance and valued more than it is in most continents. If you treat your partners and customers well and you’re honest with them, you’ll reap confidence and they’ll be more likely to forgive the mistakes you make along the way. It’s all about developing trust while growing together.

8- The three attributes of success when doing business in Africa

You’ve already heard this, doing business in Africa is quite different from what it looks like in Europe or the US. Nevertheless, there are three attributes that will make your life easier.

  • First: Be resilient. If you can’t develop this mindset, it’s better you give up before even starting. You’ll face many roadblocks. Simple things can become very complicated. A good idea can turn into a nightmare with the wrong approach. Get ready to fail. Reinvent yourself as much as you need while remaining realistic. Don’t be discouraged. If you learn to use failure as a stairway, you’ll eventually succeed!
  • Second: Develop an open mindset knowing that opportunities are endless. In Africa, you’ll never stop learning. You should always be open to new perspectives. Things change fast and respect is a crucial part of a variety of African cultures. Your competitors are out there trying to develop new products that will wipe out yours. If you want to survive, keep learning, keep trying new stuff.
  • Last: Be collaborative and lead by example. Learn to work with everyone and involve your partners at the right stage. Bonding with a partner or a distributor is the most precious asset of a business in Africa. If you make the effort to really understand them, to listen and, most importantly, to respect them, they’ll support you at 100% and your business adventure will be easier.

As the saying goes, learning is sharing, so let me know what you think in the comment section below. Disclaimer: the points listed above are not an exhaustive list and only represent a summary of my experience on the ground. 

Thank you!

Copy of TMD website images for Kevin (1)

Content Marketing – Why it is necessary for businesses ?

There is a lot of hype around Content Marketing, but also a lot of confusion about WHAT it is, WHY is it valuable and HOW to use it effectively. In today’s digital world, “Content is King and engagement is Queen”. The phrase content marketing is usually associated with blogs, Twitter, Facebook, Instagram and YouTube videos, but in actual fact, content marketing has been around far longer than the internet. As far back as the 1900s.  

In 1900 a small French tire company named Michelin published a book called The Michelin Guide. The Michelin Guide provided valuable information for motorists while on the road, general tips on how to care for your tyres on long-distance trips, where to find restaurants and auto maintenance. Even though Michelin was a tire company, not one page in the 40-page guide was used to sell their products! Well, not directly, the aim of the guide was to encourage people to travel more, thus wearing out their tires and end up going to Michelin to buy more tires. In fact, the guide was such a success, that businesses that were listed in the guide had massive growth. An example of this is the coveted Michelin Star that restaurants and chefs all over the world strive to achieve to increase their stature. 

Before we get into the benefits of content marketing for businesses, let us first define WHAT is content marketing. According to the Content Marketing Institute – ‘Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience – and, ultimately, to drive profitable customer action’  

In simpler terms, content marketing is about delivering, valuable, high-quality information that addresses your audience’s needs, pain points, and solves their pain point while also educating them.  

So, now that we have defined content marketing, letexplore the benefits of content marketing for businesses. The rise of the internet and changes in technology have shifted the balance of power to the customer, the customer now has an unlimited number of options! So how do you stand out?  

You have to gain your customers’ trust! By demonstrating your expertise, sharing your knowledge, by solving your audiences’ everyday problems through relevant information. Content Marketing is one of the most effective ways to drive leads to virtually any business, the key is to be consistent in your sharing of content. Consistency is one of the many factors that determine growth and success, your content needs to have a unique and identifiable tone, style and pitch. 

 Let us take the example of Marcus Sheridan, content marketing guru, author and pool salesman. When his swimming pool company was hit hard by the recession, he decided to pursue content marketing.  

“We embraced the power of content, and we established very quickly the most successful blog in the swimming pool industry. Essentially, all we did is we just answered every single question that we had ever received from a consumer, without filter. That’s what we did, and immediately, within six months, it was on top of the industry. The leads and the traffic and the sales started pouring in because of it.”  

Today, his pool company website gets more traffic than any other pool company site in the world and he has now expanded his business to include social media coaching for other businesses.  




Still, need convincing? Let’s consider this recent report on essential content marketing statistics for 2021: 

  1. 95% of B2B Consumers say content helps them trust a business more 
  1. 71% in the B2B industry also admitted to reviewing an organization’s blog during their buyer’s journey. 
  1. 71% of B2B consumers reviewed a businesses blog before buying 
  1. 61% of consumers have also bought something that is recommended by blogs that they read. 
  1. The latest reports say content marketing costs 62% less than traditional marketing programs. On top of this, it generates 3x the leads. 
  1. 50% of B2B marketers outsource at least one part of content marketing. 
  1. 84% of marketers outsource content creation. 

The more content you create and share with your audience, the more you establish yourself and position your brand as an authority in your industry. Trust always comes before a sale; people trust and hire experts!  

Content Marketing is a sure way to build brand awareness, increase your SEO (Search Engine Optimization) because only people that have an interest in your industry are going to conduct a search that will result in them reading your content.  

Do you need help with content creation for your business? Send us a direct message to start discussions.  




LInkedIn Article Viviane

Anglophone countries VS francophone countries: How to bridge the gap?

As the business world expands, business opportunities become ubiquitous. The major challenge remains the ability to pursue and seize such opportunities to fruitful ends. Doing so, however, requires overlooking differences and building bridges. This paradigm is beautifully illustrated by the French-speaking and English-speaking worlds. Beyond their geographical and historical differences, France and the UK have over time, shaped distinct visions and models of business. Fortunately, the gap between these visions is not unbreachable. What are the distinctions between the English and French business realms? Which assets should one possess, towards fully tapping into these two markets? Beyond the language barrier, what other differences are there between these two worlds and how can they be overcome? These are the questions that businesses must crucially answer if they want to understand the intricacies of these two worlds.


Global differences

Differences between the francophone and anglophone go way back in history, but it is during colonial times that the gap between the French and English powers became global. The two powers reshaped the world’s political, economic, and social models, trade standards, and even the orientation and perception of some countries across the globe.

In Africa for example, British settlers opted for indirect rule, a governance system that leverages pre-existing sociopolitical indigenous power structures. The impact of this system on trade was rapidly noticed afterwards, as British colonies quickly adopted a way of living based on trade, business, and exchanges.

Meanwhile, in the francophone world, arms of state Governance and administration, are preeminent. Generally, English-speaking countries are perceived to be business-friendly, as is reflected in the ease-of-business ranking. This perception, however, is changing over the years and now countries like Côte d’Ivoire are rapidly emerging as top reformers, relative to the quality of their business environment.

10 keys to bridging the anglophone-francophone gap

Whether you are from the francophone world and wish to do business in the anglophone world, or vice-versa, the gap between these worlds is an ever-present obstacle. However, here are some keys to tackle it:

1- Have a good product

Regardless of where you operate, be it an English-speaking or a French-speaking country, the first factor to being successful is the quality of the product or service you provide. The latter needs to be adapted to the target market. It must solve an actual and evident problem and be accessible at a competitive price. Bar meeting these prerequisites, all other efforts may be ineffective.

2- Build a network, Hone your background

The personal background is crucial, especially in the francophone world. Where you studied, the companies you worked for or with, your professional experience, are all factors that could make your life easier. And while it is true that English-speaking countries are more tolerant towards newcomers, in French-speaking countries experience is highly valued. Also, it is very important for one to take care of their address book. Great contacts can make your life easier, especially in the francophone business world which operates a lot on recommendations and favours.

3- Know your why

If one’s background and address book are greatly important, the same stands for their motivation. In the anglophone world especially, you might get opportunities depending on your “why”. Therefore, it is important to know and more importantly to make known what drives you, why you do the things you do, and what your goals are.

4- Master the political context

No matter how amazing your product or service might be, it would be catastrophic to launch it at the wrong time. Understanding the political dynamics of the market you are going to operate in, is vital. What are the ambitions of its leaders? How are they reflected in their economic policies? What measures are favourable to your business? How can you guard your activity against measures that could hurt it? In a region like Africa, mastering the political context is essential, especially if you are looking to make long-term investments there.

5- Know the differences related to employability

Generally, when it comes to employability, anglophone systems are more flexible than francophone systems. It is both easier to hire and lay off staff. In French-speaking countries, it is quite tedious to hire or suspend an employment contract and this could affect one’s business. Understanding the differences between these two worlds will help you know what types of contracts would be best to offer, if you should outsource or not, etc.

6- Understand the language

We must convene that trading is more difficult when parties involved don’t understand each other. A language is a major tool in trade. Understanding the language, or having someone who does, is the first step. In the anglophone world, all efforts to understand the language are lauded. Although, French speakers are a little more demanding when it comes to the level of fluency required to do business with them. Whatever the case, make efforts to understand both French and English. For French speakers, speaking English is an undeniable asset, given that it is the primary language in the business world. For English speakers, speaking French – fluently – is not only an asset but a tool to surprise French-speaking business partners. This also facilitates talks and sets the stage for a trustworthy and friendly collaboration.

7- Know the law

Laws in place in one world are completely different when moving to another. It is important to fully comprehend them or be close to people who do. Though it is true that major economic blocks (ECOWAS, CEMAC, SADC, COMESA) have shared regulations, at the country level, there are specific laws that can determine the success or failure of your business.

8- Understand the cultural context

Two neighbouring countries, despite their geographic proximity, can have completely different cultures. Here, understanding what works at the global level and adapt it at the local level is key to succeeding in your venture. Simply applying the same strategy one would use in a francophone environment in the anglophone environment wouldn’t necessarily work. Tweaking your strategy by taking into account cultural peculiarities is necessary but tricky. However, failing to do so could result in failure.

9- Master structural risks

One of the main challenges that businesses face is foreign currency risks. In Africa for example, anglophone countries have their own currencies and most francophone countries share the CFA franc. In the latter, the risk related to foreign exchange is lower. Therefore, a business operator who enters a country that is part of the Franc zone would mitigate this risk, especially if the value of currencies in the anglophone zone falls.

10- Be informed

Whether you are in a francophone or an anglophone zone, the worst thing you could do is to think that you understand the zone based on assumptions. It is vital to stay informed and to really apprehend how the information you get can affect your business. It is also, like anywhere else, important to have a well-packed address book and to establish robust partnerships.

What’s next?

Far from being an obstacle, differences between regions where different languages are spoken can be an advantage, provided that you understand some rules and how to play by them. This reality stands for the francophone and anglophone worlds. Besides, many countries are mustering efforts to bridge these differences and build stronger economic spaces. A project such as the African Continental Free-trade Area (AfCFTA), is a perfect example of such efforts, in Africa.

As my favourite saying goes, learning is sharing, so I would love to hear your thoughts on the subject in the comments section below.

Thank you, and/or, Merci 🙂


Starting a business during a pandemic    


While some people may be nervous about starting a business during a pandemic, it could be argued if there is really a “perfect” time to start?  Two key factors required to start a business are your level of motivation to solve the problem at hand and your perseverance to remain in a tough business terrain.  

There is a general belief that people are more innovative in times of crises. Many of the big names today, such as Microsoft, Disney, Netflix, Uber, Mail chimp and Airbnb either started or became prominent during economic downturns.  


Recessions could be uncomfortable times for entrepreneurs and startups. However, some startups eventually do better in the long run as a result of their novelty.  Notably, unique periods such as these afford entrepreneurs new opportunities and encourage thinking differently to create solutions that can help people quickly adapt to a changing world.  


These are a few things to keep in mind to successfully start your business now; 


  1. Start Lean (Low startup and operating costs): At this time, you are most likely starting by yourself or with a partner or just a few teammates with who you can virtually connect from home.  

  1. Access to a larger pool of talents: Due to the downsizing and right-sizing by companies, there are available talents seeking to be engaged.  

  1. Lower Labour Costs: Economic downturns are not periods where new employees command high remunerations.  

  1. Less Competition: During a recession, people are risk-averse about starting a business. This prevents saturation of the market and leaves room for you to scale and make profits.  

  1. Leverage technology: Technology has a great impact on business operations and this will be a good time to leverage its use to amplify your business activities. 


If it has always been a dream of yours to start a business, do not be deterred. Starting a business during a pandemic may not be a walk in the park, however, if you develop a can-do mindset, stay motivated and be consistent in pursuing your goals, you will definitely be successful. 


If you need help on business strategy, brand development and digital marketing we at #TheMETODIGMA are available to help you start and grow.