Webrageous is excited to announce a new 60 day trial for PPC management. We know no one else in the industry offering a free trial of this length for full-service Google AdWords management. Here are the details.
In this day and age of intense competition online, every business of every size has to make sure they have the right tools to gain an edge over their competitors and make money. After all, the world of ecommerce is a lot like the business world; it is dog eat dog and only the strong and the smart survive. That being said, small online businesses need to make sure they are smart about their advertising and marketing. They need to become visible if they are to attract customers and entice buyers and this is where PPC marketing comes in to save the day. When used correctly, PPC for small businesses can be a great marketing ploy to attract more visitors to one’s site.
What is PPC?
Before getting into the nitty-gritty of how PPC can help small businesses, first a brief background on what PPC is. PPC is short for pay-per-click, and is also known as cost per click. It is an advertising model developed especially for the internet. This internet advertising method is mostly used to direct traffic to websites that have ads. Those ads are placed there by an advertiser that then pays the website owner every time their ad is clicked. In a nutshell, PPC is defined as the amount that is spent just to get clicks on an advertisement.
The Benefits of PPC for Small Businesses
It is sad that many small business owners are still hesitant to go for PPC even if the benefits are very real. For one, PPC ads can help a business compensate especially if they do not turn up in the top search engine page results. Another benefit is that PPC ads can augment the revenue stream of businesses while their organic SEO projects are still gaining ground. For business owners that are eager to make use of PPC for small businesses and get the most out of it, below are some tips that are sure to prove valuable:
Google allows small businesses to set the time of day when the ads will show. This is an especially good function for small businesses because they can set all their ads to show during high traffic times of day to ensure maximum clicks. Not only does it make the endeavor more profitable but it also reduces costs.
Website owners no longer have to cast a wide net for keywords in the hopes that they will luck out. It is better to go for exact match types because this way, they bring down the costs of advertising. Remember that in business, it is as much about saving money, as it is about making money.
This is a great way for website owners to drive away unwanted traffic to their site. For instance, a company that sells materials for business cards can type in “custom” so that people who are looking for custom business card printing services do not end up on their websites.
Studies have shown that 80% of consumers expect the businesses they see online to be within more or less 15 miles of them. Of course, there are some exceptions to these but that should give you a pretty good idea of who you should be targeting and where. When it comes to PPC for small businesses, location also matters.
Alternative search engines
Google may be the biggest search engine ever but that doesn’t mean you shouldn’t try out others like Bing or Ask.com. They often have lower bid prices, which mean lower conversion costs for you and more savings for your small business.
Let’s talk about Bing Ads for a spell; they have some nuances that warrant a closer investigation.
If you’re suffering from some underperforming Bing ads, there are many potential culprits. First, make sure you have executed the following:
- Targeting that is appropriate for your business and demographic
- Targeted terms
- substantial list of negative keywords
There is another default setting in Bing, however, that may be causing your underperformance and overspending issues. This is the “Bing syndicated partners” setting, a controversial little option that often causes more harm than good. Curious about how it may be affecting you? Keep reading for details.
The Purpose of Bing’s Syndicated Partners Setting
PPC advertising works because of one simple premise: if people are actively looking for the goods and services you provide, you absolutely want to connect with them. This is highly targeted, very valuable advertising, and can move the needle quickly in your world of acquisition.
The Bing syndicated partners setting, then, actually acts counterintuitively to this goal. As a default, it is pre-selected, and this means your ads will be posted on Bing and Yahoo’s ad partners. These are NOT search engines, they are pre-selected websites that have a relationship with Bing. This means traffic can be far less targeted and motivated, and therefore may cause your campaigns to appear as though they aren’t knocking it out of the park.
By disabling this feature, you can accurately test if your ads are having success in the search engine world. This can single handedly take a failing campaign into one with smashing results.
Find Out if You’re Paying for Advertising on Partner Sites
To discover if your ads are appearing in places you never intended, do the following:
- Select the reports page inside the Bing Ads UI
- Select the Website URL (publisher) – this will generate a list of each ad placement, and where exactly they have appeared
- Click the Accounts/Campaigns that you would like to target
- Run the report
The report will reveal the list of places your ad(s) have appeared. If you see sites that you know aren’t appropriate for your targeting, it’s time to disable that setting.
How to Disable the Bing Syndicated Partners Feature
To turn off this setting in your Bing Ads user interface, do the following:
- Access your group settings
- Click Advanced Settings
- Select Ad Distribution
- Click Bing and Yahoo! (Owned and Operated) Only – this will limit your ad postings to the search engines only, not partner sites
Remember that you’ll need to do this for each group of ads you operate.
To turn off the settings via the Bing Ads Editor, follow these steps:
- Click the ad groups tab
- Select All
- Click Network Distribution
- Check Only Bing and Yahoo! websites
Your ads will now only appear on Bing and Yahoo’s search results.
When to Enable the Bing Syndicated Partners Feature
It isn’t always a given that this syndicated partners option should be turned off. If you’re launching a contextual campaign, leave this enabled so that you can segregate and accurately monitor each ad. If you’re using generic terms, it also makes sense to go broad. Remember that this feature widens your audience to a more mainstream level; so if your campaign is not at all niche-focused, syndicated partners can help a bundle.
Need some help navigating the complicated space of Bing and Google PPC? Reach out to us anytime; we are the PPC experts and we’d love to assist!
Mobile devices may be small, but there’s no doubt about it: they are mighty. Last year, for the first time ever, desktop ad spending dropped .8 percent, thanks to the small screen surge, and this year it’s expected to dip over 9 percent – that’s a hefty $1.4 billion dollar decline.
There’s simply no denying it any longer: your need to take your PPC campaigns to the small screen, and stat. Desktop ad spending is declining because traffic keeps dropping off – advertisers always know to go where the people are. And people are picking up small devices in droves. The exciting news is that prices for mobile ads still rank about 2/3 less than their desktop counterparts, so if you jump in quickly, bargains await. It’s time to be cutting edge and thrifty. A rare opportunity for marketers indeed!
Mobile By the Numbers
Mobile ad spending is expected to go up 82.3 percent this year – an astronomical jump that equates to over $4 billion in spending. If you’re not in on this trend, you’re literally behind the curve. Emarketer reports that for Google alone, desktop search ad revenue will decline by roughly $770 million, while mobile ad revenues will jump $1.76 billion. Since Google still maintains about 95 percent of mobile searches, there numbers reflect the industry as a whole in total.
For straight searches, the numbers are similar. Last year, desktop searches declined for the first time ever, down just over 3 percent. During the same period, mobile searches spiked over 19 percent. The mobile eagle has landed – there’s no denying the popularity. In fact, users sitting at their desktop are now commonly reaching for their cell phones to trigger a search, showing a preference for the small screen is just around the bend.
Mobile Tips for Your PPC Campaigns
Before you go head first into converting your desktop PPC spending into a mobile market, consider the following tips so your transition is a successful one:
1) Diversify Calls-to-Action
The most popular method of PPC clicks are linked straight to a web page. But don’t forget about the often highly effective click-to-call technique either. Depending on your business focus, click-to-call actions can yield far more positive results, and can often help you save on robust mobile sites. For example, if you don’t yet have a mobile-friendly website, there’s no excuse not to enter into the mobile PPC game with a click-to-call campaign.
2) Utilize the “Site Links” Feature
“Site links” are an add-on for PPC ads that enable marketers to include different links to their websites, placed below the standard ad copy. This means you can link to your homepage or key landing page in the main headline, but promote other category or product pages in the lines below. This allows you to present more details about your brand and offering, and diversify the calls to action here as well. This is a great place to list promotions, special deals, or key features of what you’re offering. Let these links answer core questions you perceive your demographic will have about your company, saving them the effort of clicking through to your site for more info.
3) Measure the Mobile Reach in Your Industry
Mobile may be sweeping the general web audience, but it might not be a hot commodity in your niche. Before you spend the time and resources to launch a mobile campaign, weigh the impact of small screens in your industry to guarantee you aren’t wasting time and resources.
4) Focus on Broad Keyword Matches
When you set up a PPC campaign, you have the option of locking in exact matches to your keywords, such as “red high heel shoes”. Remember, however, that mobile users have efficiency in mind, and often do not type lengthy searches. Instead, set up your campaigns to for broad matches, meaning that searches akin to “red high heel shoes”, not just those with the exact phrasing, are included in your campaign.
There’s just no arguing that mobile usage is a phenomenon that marketers must successfully deal with, or else they risk being lost in the conversion from desktop to small screen. PPC for mobile is in many ways a different animal to tame, so studying the nuances of this space is crucial to success. If you’re ready to dive into mobile campaigns but need some guidance and expertise, contact the folks at Webrageous anytime for assistance. We specialize in PPC campaigns on screens of all sizes, and can help you demystify the world of paid search, across the board. Regardless, don’t let yourself get left behind. Mobile is here to stay; join the trend, and let your PPC strategies stand the test of time.
When you embark on a PPC campaign, one of the most important elements is the actual text you compose. Great PPC copywriting blends a harmonious mix of creativity and pragmatism, merging essential keywords with language that is effective, attention grabbing, and incites a call to action. For many, this process is anything but intuitive. If you’re looking to improve your PPC copywriting skills, this article will give your creative juices a definitive boost.
Learn How to Stand Out From the Crowd
Your first tactic is to really think hard about the brand you represent. Make a complete list of brand traits and reputation keywords. Then decipher this awareness into the aspects that make your brand unique. If you don’t have any defining traits that make you a one-of-a-kind company, play upon your greatest strength, but make sure it’s head and shoulders above your competition. When you use those aspects that make you stand out from the crowd, it’s one of the strongest calls to action you can utilize in your PPC ad copy.
Study Your Competitors
Once you have a deep understanding of your own brand and uniqueness, become intimately familiar with your competition. What aspects do the tout as their differentiators? This is another opportunity for you to fine tune your own identity, ensuring that your communications are different and stronger than your competitors. Study what works and what doesn’t work about your competitions’ campaigns, and this will only serve to fortify your own efforts tenfold.
A word to the wise about PPC competitors – they may not be your first instincts. PPC is different from other markets and channels, and may prove to have an entirely different selection of top competition. Say you’re a painter who sells your art online and in local galleries. In a print campaign, you’ll be appealing to local art lovers, and compete against fellow artists. With a PPC campaign, you may be up against online art sellers, discount framing supplies, and all manner of artistic elements. Once you identify your core keywords, search them specifically to see who your real competitors are; don’t assume these are the same as your other marketing channels.
Master the Art of Action Calls
Without a doubt, the most crucial part of your PPC ad copy is a whip smart, eye-catching call to action. If your copy is interesting enough to read, but not compelling enough to click, you won’t see a miniscule uptick in results. Calls to action are the very words that convince folks to learn more, buy a product, or subscribe to your service. These have to be rock solid, and just like any creative endeavor, they are a different artform that take a certain amount of practice.
Many folks really on old standbys like “Buy Now”. Yes, these work, but they won’t win you any awards for originality. Standbys work for audiences that are already looking to purchase your goods and services, but they do very little to convert new customers. For the artist selling his or her paintings, they could certainly stick to “Buy fine art today”, or something equally generic. Or they could push the envelope a bit, with calls to action like “The art you’ve dreamt of owning” or “Paintings to light up your home” – something that exhibits the essence of your products in a style and tone that truly draws your buyers in.
Say Yes to Ad Extensions
The size of your ads can impact click-throughs by 1/3; that’s a substantial up-tick. As you solidify your ad copy, research the available ad extensions, and select the one that beefs up your listing. More real estate equates to more attention, and more attention equals more click-throughs.
Metrics Are Your Friends
Nothing spells out the success of your ad copy than your current ad metrics. Watch these like a hawk, then assess the highest performers to find their language commonalities. Every demographic is different, so you may discover that your audience adores creativity, as opposed to standard catch phrases. Of course, the reverse could be true as well. The more you become well-versed on your analytics, the easier it will be to compose ads in the future – you’ll know what works, and why. In future ad campaigns, you can play to these strengths and enjoy increased successes.
At the heart of every PPC (pay per click) and social media campaign is a marketer’s desire to increase traffic, brand awareness, conversions, and profit margins. Once considered mutually exclusive, paid search and social media are now accepted as partners in marketing movements.
There are two schools of thought in the integration of these two tactics:
- Using social media to dramatically boost PPC campaigns
- The advent of “social PPC”, or paid search campaigns on social sites like Facebook
Whether one or both are viable strategies for your branding efforts remains a very personal decision. Dive into these robust definitions and see if either tactic matches your efforts.
Intelligent Ways to Merge Social Media with PPC Campaigns
Almost every company could benefit from smartly executed social media campaigns that help support their PPC ads. To do this with aplomb and professionalism, employ these five tried and tested tips:
Use the same messaging, tone, and sentiments in both PPC and social spaces to create a cohesive brand identity for your viewers. If a visitor sees a social campaign that then matches a PPC ad spied later, that kind of reinforcement can be just enough to entice a closer look.
Yes, consistency and variety go together! Variety, in this case, refers to the social media platforms you select. It’s incredibly easy to fall into a social rut; marketers often remain true to sites like Twitter or Facebook out of sheer habit. If you find your campaigns just aren’t gaining the traction you had hoped, venture off to sites like LinkedIn or Pinterest; whatever fits your brand best, and houses the best potential to reach your selected demographic.
As you stream folks from your PPC campaigns to your landing pages, make sure it’s easy to become a follower of your social profiles too. The more you leverage each approach to support each other, the more powerful both strategies become.
PPC campaigns reveal loads about who your audience really is. Study the metrics carefully to determine your core demographic. Likewise, the messages that garner the most clicks in the paid search world are obviously golden for social media campaigns too. This emphasizes the need for consistency discussed above; if it works on one channel, it may be equally strong on the other. Don’t be afraid to duplicate your successes wherever it makes sense.
Mastering the World of Social PPC
Social PPC is a specialized form of paid search that involves ads on social platforms, specifically for a CPC or CPM basis. The main metrics that are essential are click throughs, conversions, and impression counts.
There are a slew of excellent sites to choose from if you’re venturing into social PPC – obvious go-to’s like Twitter, Facebook, and LinkedIn reign supreme. But don’t count out lesser-known but powerful options like FourSquare and Reddit; if your audience is active on these tier 2 social sites, there’s less competition and clutter, which can mean a veritable windfall if you execute properly.
To determine if a social PPC campaign is truly working, you’ll want to focus on measuring the following parameters:
- ROAS (Return on Ad Spend) – a more traditional metric to follow, but don’t forget to log it carefully.
- Watch things like Likes, Follows, and Fans; these metrics should trigger additional actions for your social campaigns that celebrate successes. Don’t just monitor sales and leads, as the social space has a lot more data to utilize.
- CPC (Cost Per Click) – You will likely find that some tactics bring folks to your social sites for less; leverage those to the hilt.
- Setting goals is also essential, for analytics like sales, leads, and engagement. Without a clear benchmark to aim for, your efforts can feel misguided and lacking direction or clarity.
As you can see, creating separation in social and paid search spaces is no longer smart or efficient. By wisely merging the two efforts, you’ll eliminate duplications and better your changes to make each channel more effective and powerful.
E-tailers have a myriad of marketing challenges, and tops on the list is maintaining affordable and high performing PPC campaigns. From managing keywords to drafting stellar ad copy, there’s a lot to master when it comes to ecommerce PPC. Your sure-fire solution is always to hire a PPC pro like Webrageous; if you’re still keen on going it alone, heed the following tips and you’ll have a definite head start on your competitors.
Tip #1: Include Pricing in Your Ad Copy
PPC campaigns for ecommerce sites are not about targeting the most number of clicks, but rather, garnering the most relevant clicks. When you include pricing for your featured items, you’re automatically narrowing the field and ensuring the clicks are qualified customers. Some marketers choose to hide pricing until visitors reach the actual sales pages, yet stats show repeatedly that buyers are not easily fooled. When a user is shopping for a specific item, they almost always have a price threshold. Since you’re paying for every click you receive on your ads, an excellent way to guarantee conversions is to call out the price in your ad copy.
Tip #2: Use Specific Brand Names and Model Numbers
Bidding on the highest converting keywords is essential to PPC success. When you run an ecommerce site, your best bet is targeting customers that are ready to buy your products, not those that are still in the researching phase. One way to capitalize on this strategy is to include specific model numbers and exact product names in your ad copy and keywords. Anyone searching for something as targeted as a model number is obviously ready to purchase that product. Crafting a very product-centric keyword strategy is an excellent way to boost returns on your PPC campaigns.
Tip #3: Master the Art of Optimization
PPC is a game of words, price points, and overall optimization. If you’re targeting keywords and placements that are highly competitive, you are naturally going to need to pay more for those clicks. If, in turn, you’re not on top of performance monitoring for all your campaigns, you will grossly overpay and devalue your PPC efforts. PPC price per click charges may continue to increase, while your sales may not follow suit. The solution? Halt the worst performing keywords and placements as fast as possible to shore up wasted costs, and refocus on higher performing combinations.
One of the smartest ways to ensure you properly optimize your campaigns is to create a benchmark that defines your price per conversion caps. Include a targeted price, and a max point that still results in a higher ROI for your business. This will prevent you from being deceived by keywords that drive impressive numbers of clicks, but are out of your targeted price range, and therefore too expensive to warrant any benefits to your ecommerce website.
Tip #4: Track Negative Keywords
PPC campaigns, more than any other strategy, require staunch dedication to report analysis and performance metrics. Make it a habit to run search query reports at least monthly, but ideally weekly, and study all keywords that have garnered clicks from your campaigns. If you are also running display campaigns, create placement performance reports as well to identify placements that are attracting high numbers of clicks.
Your first instinct will be to highlight your highest performers, but take the time to log the most underperforming keywords and placements as well. These will highlight those that are the least relevant to your products and site, which in turn will save you serious cash down the road to spend on more targeted buys. These unrelated placements and keywords should be logged as “negative keywords” – this optimization strategy will do wonders to keep you from irrelevant clicks and impressions. Taking the time to monitor negative combinations helps expand your budget and focus on tactics that are proven performers.
Tip #5: Keep a Close Eye on Your Competitors
Keeping tabs on the efforts of your competitors is another intelligent way to keep your ecommerce site on the cutting edge. Bid on the same keywords as your top competitors to keep them from gaining traction over your original efforts. In order to take a peek at their campaigns, use any one of the free competitive intelligent tools which give access to their top performing keyword strategies. Study keywords, placements, creative, and landing pages for inspiration, and to spy on what may be working on their side of the fence as well.
The tips offered above work for seasoned PPC pros as well as those just starting out in the world of paid search. To boost your efforts tenfold, contact a Webrageous PPC specialist anytime to discuss your options for dominating this space. PPC is a difficult space to master, but with such huge potential for profits and pay-off, it’s a tactic you can’t afford to ignore.
Long-tail keywords are having their legitimate day in the sun. While PPC campaign managers have been much slower than organic SEO experts to adopt this more targeted strategy, long-tails are starting to prove worthy in both arenas. Depending on your business focus, it is potentially volumes more profitable to focus on a targeted long-tail campaign rather than a more highly competitive short keyword focus. Is a long-tail PPC method right for your campaigns? Read on to find out.
The Long-Tail Lowdown
Long-tail keywords are, as the name suggests, more lengthy phrases that target a more specific product or service. Say you run a website that sells computer accessories. Instead of targeting a generic phase like “laptop accessories”, long-tail strategists would select something like “HP Envy screen protectors.” This is a potentially more profitable scenario for many reasons:
- Long-tail keywords are less competitive, and therefore much cheaper to bid on. Those that are highly targeted for your specific business have the potential to completely transform PPC campaign results by lowering cost-per-click and cost-per-lead, and in addition can improve your average click-through rates and quality score.
- Targeted searchers who use long-tails like “HP Envy screen protectors” are clearly focused on exactly what they are looking for. Someone searching for a generic phrase like “computer accessories” may still be in research-mode. Chances are that the user who types in a long-tail is more serious about making a purchase, which equates to a higher quality of traffic and better conversions for your website.
- Due to the decreased competitiveness of long-tails, it’s less risky to test your selected keyword phrases and gauge ROI. When you do land on a significant long-tail phrase, you have an insanely valuable opportunity to convert users at a fraction of the normal cost for your PPC campaigns.
So while long-tails may be harder to identify successfully, the payoff ratio is substantial. When they work, they are absolutely golden.
Do Long-Tails Ever Damage Your PPC Strategy?
While long-tail keywords offer an impressive ROI opportunity, they are certainly not always the best strategy for every business. First, consider how competitive your industry really is. If you already work in a pretty niche space, and overall search isn’t highly competitive, long-tails will only complicate matters and make it even more challenging to find and reach your customers. If, for example, you do a search for your general industry and area, such as “Las Vegas rain gutters”, and you don’t see any paid search results above the organic listings, your industry isn’t an obvious long-tail candidate.
For most of us, however, competition is fierce. This is where long-tails can give PPC campaigns a significant edge – they let you stand out from the masses, and find targeted customers that are looking for your exact goods and services.
The Secret to Stellar Long-Tail Success
The number one most important element to long-tail PPC campaigns is a clear and focused awareness of your target customer. As you’re identifying these characteristics, it’s essential to be immensely detailed. Don’t just create a vague notion of who your customer is; develop a comprehensive list of traits, and this will guide you as you select your keywords and overall campaign. This is the step that is most often ignored; many go straight to keyword data and phrases commonly used in the selected industry. Taking the time to thoroughly understand your customers from a psychological perspective can save massive amounts of capital and precious time in your PPC efforts.
How to Choose the Right Long-Tail Keywords for Your Business
Below are multiple tactics that aid in your keyword creation. Choose the avenues that best embrace your company’s needs.
1) Keep it Local
If your business focuses on local clientele, use your location (or locations) to narrow down your keyword focus. Examples could be “New Jersey pool supplies” or “Ocean City pool supplies.” You can opt to be even more targeted too, like “Trenton pool chemicals” or “Trenton swimming pool liners”.
2) Use Appropriate Qualifying Terms
Remember that long-tails really need to be quite specific to be successful, so identify plenty of qualifying words to add to your keyword phrases. Examples would be “red high heel shoes size 8″ or “women’s red platform shoes sale”.
3) View AdWords Reports on Recent Queries
Within your Google AdWords profile, utilize the Search Query Report to view the exact phrases that triggered your ads. This list is essential to creating the right long-tail strategy, as it reflects real data from your potential customers’ searching habits. Run this query every month, at a minimum, and keep track of results in a spreadsheet so you can compare trends over time.
4) Keep Tabs on Your Competitors
Oftentimes, your competitors are the best windows into your ideal long-tail strategy. Use a tool like SpyFU to identify which keywords they are using, and beat them at their own game. This is the kind of expertise a PPC firm like Webrageous can help with immensely, as we have access to all the tools and data required to push your PPC campaign into the next dimension.
5) Utilize Internal Website Stats
If your site has an internal search, that’s another mountain of crucial data to mine for ideal long-tails. This is a fabulous way to identify very specific phrases that your customers are typing on your actual website; very often, these equate to huge success for PPC campaigns.
More and more, marketers are learning to cease the attempt to be all things to all people and truly focus on their ideal demographic. This strategy works for just about any company and business niche. If you haven’t yet dabbled in long-tail paid search efforts, drop us a line and we would be happy to explore your options. Whether you’re new to paid search or simply looking to amp up your results, Webrageous has the expertise to generate your desired results, one long-tail at a time.
When embarking on a new pay-per-click campaign, most marketers still turn to the web as a first resort. These days, the old ways are shortsighted; mobile searches are increasing an average of 400% each year, now accounting for 50% of total searches. If you’re not running mobile PPC campaigns, you’re missing a gigantic opportunity for growth.
By 2015, it’s estimated that marketers will spend over $4.39 billion dollars on mobile advertising. It’s not too late to get in the game as a front-runner, but you need to act now. Most folks resist jumping on the mobile trend out of overwhelm and confusion; don’t let that prevent you from capitalizing on the fastest growing audience in digital marketing.
Is Mobile PPC Right for Every Business?
Yes and no. Any company that has a web presence can benefit from a well-executed mobile campaign, but some businesses simply can’t afford to leave small screens off their radar. Here are the ideal company attributes for mobile PPC:
- Short sales cycle
- Physical storefront
- Responsive website, or separate mobile site
It’s obviously not wise to launch a mobile PPC campaign if your site itself is not yet mobile friendly. As a first step, ensure customers can access your site and content effectively on their small screens. Next, do not assume that the efforts you launch on the web are applicable in mobile too. This is not a one-size-fits-all undertaking; make sure you educate yourself on current mobile PPC trends and note how the spaces differ. Follow the tips below and you’re well on your way to a triumphant mobile campaign!
Elements of Successful Mobile Landing Pages
You obviously need an intelligently designed landing page for your ads to point to; here are the essential components that must be present:
- Easy to navigate content with text that is readable on the smallest of smartphone screens
- Mobile-friendly links and related navigation
- If you have a physical storefront, ensure your address and contact information is present and clear; this will aid in your overall SEO efforts
- Clearly articulate and display your preferred method of contact. Remember that mobile users can click your number to instantly call you. You can also set up email or contact forms for mobile devices too; just make sure it’s obvious how users can contact you to learn more.
- Double check that NO ZOOMING is required for usability
- And most importantly, get to the point of your messaging straight away. Mobile users have a miniscule attention span; you must engage them clearly and quickly to see stellar results.
Setting Up the Perfect Mobile PPC Campaigns
Just like web-based PPC campaigns, the set-up is crucial to success. Take your time with this stage and double check every segment, otherwise you risk a lot of wasted time and money. For best results, trust a professional PPC manager, as these are tricky tasks indeed.
If you’re going it alone, here are the main points to consider:
- As mentioned before, don’t ever launch a traditional PPC campaign concurrently on mobile devices. A separate mobile campaign is essential.
- Additionally, you’ll want a separate campaign for all major devices, like Android, iPhone, and tablets
Getting your settings right is paramount too; here are some tips for the four main ones:
- Network settings: Out of the gate, the best option is to focus on the search network, rather than venture into the display network
- Location targeting: Go for the gold here and be as targeted as possible. This is especially true for businesses with actual storefronts, but is still very important to virtual businesses too. Don’t try to conceive of a campaign that fits all demographics – be specific, it pays off.
- Device targeting: As mentioned above, target ONLY mobile devices, and it’s a bonus if you target specific devices too.
- Ad extensions: Use as many as possible, including location, sitelinks, and social extensions. Use as many as are relevant to your campaign and business; they each help target your campaign all the more.
Managing Your Mobile PPC Campaign
Once you’ve completed the set-up details, here are the aspects of successful campaign management:
- Keep your ads in the top spot by creating an automated rule that will automatically increase the bids for your keywords if they fall below the number 2 position. Bids that don’t land you in place 1 or 2 simply won’t do enough to assist in your efforts.
- Keywords should be very, very specific, and action-oriented. Bids should target searchers who know what they are looking for, not those still in the midst of research.
- Create negative keywords for non-action search terms like “what is” and “compare” – identify words that are simply not relevant to your campaign’s goals, and weed them out for best results
- Create ads that specifically speak to the location and device you are focusing on; as mentioned before, the more targeted your PPC campaigns are, the more potential they have to being a home run
As you can clearly see, while there are some similarities in web-based PPC and mobile PPC, mobile has plenty of intricacies and nuances that require special treatment.
In the complex landscape of PPC, many lament on where to focus: fine-tuning keywords, or selecting targeted audiences?
If you have to choose between the two, put your efforts into keywords all day long. The single most effective aspect of a successful PPC campaign are the keywords, hands down. All the demographic research in the world can’t make up for the careful selection of appropriate keywords for your campaign. So if you’re feeling overwhelmed by the myriad of tasks involved in plotting a PPC campaign, start and end with keywords.
Why Keywords are So Crucial
On the one hand, it’s obvious why keywords are critical; these are the keys to the kingdom, the very words your customers will use to find you. What’s not obvious about the importance of keywords is how many competitors just plain get them wrong. Do-it-yourselfers are especially prone to mistakes in keyword selection, and a lot of that comes down to the selection of tools. Most of the free resources, and even many of the paid options, don’t do a tremendous job of thoroughly combing through keyword combinations and identifying those with the most value and relevance.
Too often, pay-per-click managers go after the most competitive keyword selections, due to the high popularity. While chasing down the most searched for terms in your niche may sound like a great idea, it will no doubt be enormously expensive to pull off. If you don’t have the bankroll to take on the big dogs, choose a smarter route and narrow your focus to targeted and long tail keywords that have far less competition. You’ll spend a lot less for your campaigns and overall perhaps see less traffic, but the keywords are more likely to source quality leads that increase your conversions. This combination is where revenues truly start to increase.
The Truth About Audience Focus
There’s a simple reason that keywords are more critical than demographic to focus on; by their very nature, appropriate keyword selection requires that you have a clear vision of your target audience as well. Rather than focus solely on going after a specific audience sector, however, you should incorporate your customer research into your keyword selection. This creates a “one stone two birds” effect, and strengthens your campaigns significantly.
Marketers who put audience focus first pay too much attention to who they’re trying to reach, rather than how. The who is obviously an important component, but keywords, which represent the “how”, are the fishing lure that attracts your chosen catch. This is in part why focusing on keywords as your primary objective will get you better results.
Keep Your Keywords Organized
In the PPC space, low-cost, high-quality keywords are the ticket to high ROIs. As you go about your research, it’s essential that you have an organized way to manage your keyword data for each of your targeted campaigns. Don’t just rely on a couple of phrases to do all your heavy lifting; by narrowing down your niches in various slices, different sets of keywords can reach different demographics. Find a tool that allows you to group different keyword phrases into various groups, and then quantify the results of your actual campaigns. You will no doubt find that some keywords work better on different selections of your customer base; as long as you are accurately capturing these results, your ROIs will steadily increase as you learn from each campaign.
With all the complexities of keywords and every other component of a PPC campaign, it’s always best to trust an expert paid search manager to get the best results out of your campaign. Without a deep understanding of current keyword trends and tools, it’s immensely easy to go down the wrong path with your audience and waste precious marketing dollars.
If you’re still going it alone, remember that if you focus solely on selecting the keywords that best appeal to both your business and your customers, you’re setting yourself up for the highest potential for success. Focusing on your demographic as a primary concern will not bring you maximum ROI. In the world of PPC, keywords are king.