5 Ideas for Boosting Landing Page Conversions in 2017

Landing Page Conversion Ideas

Optimizing landing page conversions is an ongoing process for any good advertiser. It is also one of the most critical metrics that you can focus on to foster successful PPC campaigns. While the year is winding down, now is the best time to start gearing up your advertising strategies to ensure that you attract high-quality leads and gain new business in 2017. If your current landing pages are not converting as well as you need them to convert, consider adding one of these fresh tactics for improving landing page conversion in the coming year. Read on to learn more about five expert-tested ways that you can boost landing page conversions.

1. Use High-Quality Images to Catch Attention

Images are compelling components of many excellent landing pages. They can pack a large amount of meaning into a relatively small space. For companies with tangible products, images of those products help prospective buyers imagine the product and envision exactly what they’re buying. Even for companies that provide more abstract value, such as legal or insurance service providers, images can help communicate the value of the services more concretely.

It’s not just the presence of images that matters, but the quality of those images. Many companies find that using high-quality, custom images is the best way to use images to boost landing page conversions. One marketing optimization firm found that they were able to boost sign-ups for a free consultation by 35% when they featured an image of their founder on a landing page rather than a stock photo of another person. If you’re currently using generic stock photos on your landing pages and aren’t seeing the conversion rate you want, consider investing in upgrading your images to give your pages a more modern, professional look and feel.

2. Offer Social Proof

From recognizable company logos to glowing testimonials, your happy customers are one of the most convincing pieces of evidence in your marketing arsenal. Featuring customer quotes, leveraging recognizable logos, and sharing success stories on your landing pages all indicate to prospects that your product and services are desirable. They also lend your brand more legitimacy, making prospective customers more comfortable with spending their time and resources on your business.

Even simply indicating that many other consumers follow your business on social media, have downloaded your assets, or have signed up for your services can be an effective way to stir up interest. Kissmetrics reports that one media company was able to increase conversions seven times over when they added a call to “join X others” to their landing page.

3. Provide a Personal Touch with Live Chat

Prospects often have questions that they need to find answers to before they’re ready to invest significant time or money with your business. They also want to know that there’s a real person behind your brand that can help guide them to the right purchasing decision. Last year, customer service platform Zendesk found that live chat provided a higher rate of customer satisfaction than any other customer support channel.

Live customer assistance plugins such as UserVoice or Intercom can give you a low-friction way to engage with prospects and answer their questions before they convert. These tools can also be a useful way to gather feedback on the overall quality of information you’re presenting on your landing pages. For example, if visitors often ask the same question about pricing over and over again via live chat, it might be worthwhile to include that information on your landing page upfront.

4. Reduce Sign-up Friction

Whether you’re asking for people to create an account to start a free trial, or  to provide contact info to download a whitepaper, you’re often also asking them to spend time filling out a form. The more time and energy it takes to get to the end of that form, the more likely they are to abandon the page. By analyzing the performance of over 40,000 landing pages, Hubspot discovered that advertisers are able to double their conversion rate by reducing the number of fields on a landing page from four to three.

While it can be tempting to try to gather as much information as possible from each conversion, your business is likely better off with a little less information but many more leads. Perform an audit of your existing landing page forms and determine what pieces of information are critical for each interaction. Limit the number of fields you require to only what’s necessary to streamline sign-ups and boost landing page conversions.

5. Give Your Audience CTA Tunnel-Vision

Just as they can be enticing to try to pull as much information as possible from visitors with long sign-up forms, many advertisers fall into the trap of offering their audience too many opportunities to take action on a single page. If your landing page features multiple calls to action (CTAs), then the chances of your audience actually converting are likely much lower than if each landing page had only one. Research studies show that buyers are more likely to make a purchase (and be satisfied with their decision) when they have fewer options to choose from.

Links to additional web pages, secondary CTAs, and content that isn’t relevant to your primary call to action don’t belong on high-converting landing pages. To make sure that your landing page is funneling visitors towards your goal conversion (and nowhere else), eliminate as many opportunities for distraction as possible.

Boost Landing Page Conversions in 2017 with Webrageous

Landing page conversions are only one part of the equation when it comes to creating successful PPC campaigns. Webrageous’ team of expert PPC managers can help you determine a strategy that combines killer landing pages with the right keywords and bidding strategies to ensure optimal performance. Contact our team today to learn what you can do now to prepare your PPC strategy for the new year.

Image Source: Pixabay

5 Remarketing Audience Mistakes You Should Avoid

Leveraging remarketing campaigns can be an excellent way to boost your conversion rate, increase search traffic for your brand, and reduce shopping cart abandonment. Instead of having only a single interaction to convince browsers to convert, by utilizing remarketing you’ll be able to serve ads to the same targeted audience multiple times.

remarketing-mistakes

But because remarketing add complexity to your digital marketing campaigns, it can be more challenging to optimize your results by using remarketing. Here are six common remarketing mistakes that many advertisers make when developing their remarketing campaigns, and our take on how you can avoid them.

1. Failing to Remove Converted Users from Your Target List

One of the major benefits of well-run remarketing campaigns is an increase in new business. Oftentimes, advertisers fail to take these converted leads or customers off their remarketing target list. Once a user converts, you must make sure that they’ll be removed from your remarketing list. This practice helps avoid wasting ad spend on serving ads to existing customers.

However, it’s important that you do not omit your converted audience from your retargeting list indefinitely. There are some common circumstances where you can and should advertise to previously converted users. If you remove every converted user from your target account list, you risk preventing potential repeat purchasers from seeing ads for additional products and services. Instead, set time frame for your converted user blocks to “expire” after a set amount of time — many experts suggest somewhere between 45-90 days — before they can be advertised to again.

2. Cannibalizing Your Own Audience

If you have multiple retargeting campaigns running simultaneously, it is critical to set up your lists so that your audience doesn’t get targeted by multiple campaigns simultaneously. Targeted prospects might end up seeing too many ads, or they may see ads for a campaign that is not the best fit for their needs. Additionally by “cannibalizing” your own audience, you’ll be skewing your campaign performance data and won’t be able to gauge how well your campaigns are performing on their own.

When you set up your remarketing campaigns, be sure to subtract campaign lengths from each other so that viewers are not served ads for multiple campaigns simultaneously. For example, you may set one campaign to run for 7 days. In order to make sure that the audience for this campaign doesn’t receive ads from your 2-week campaign as well, you should set the parameters to the latter campaign for 14 days minus 7 days.

3. Flooding Your Audience with Remarketing Ads

No one likes feeling like someone is following them around online, and there’s no better way to make prospective buyers feel like you’re chasing them across the Internet than for them to see your ads everywhere they go. Oversaturation can have a negative impact on the success of your remarketing campaigns.

Regulate the number of ads you serve to your audience to keep your brand, products or services top-of-mind, but not so much that they become ineffective. Set a frequency cap on your campaigns to avoid over-serving ads to your audience. There’s no magic number for the correct number of engagements for any given range of time, so make sure to A/B test your frequency caps to find what’s best for your audience.

4. Targeting Too Narrow of an Audience (or Too Broad)

Retargeting is often seen as a way to hone in on a specific subset of your audience to increase conversions. As a result, advertisers often fall into the trap of chasing after too-specific of an audience. AdWords requires at least 100 active visitors in the last 30 days for Display Network remarketing lists, and at least 1000 for search remarketing lists. On the other hand, not everyone who visits your site will be a perfect fit for your services. If you try to broaden your remarketing list parameters to target everyone who lands on your website, you’ll end up wasting ad spend chasing after bad leads.

If you aren’t getting valuable results from your remarketing campaigns, it may be time to reevaluate whether you’re targeting too specific or too broad of an audience. For example, plenty of names are being added to your remarketing lists, but none are converting, your audience may be too broad. Finding the best parameters for your remarketing campaigns can be challenging. Oftentimes, working with PPC professionals can be the fastest way to hone in on the correct parameters for your remarketing campaigns so you can see results more quickly.

5. Setting Campaign Time Durations Incorrectly

AdWords sets the default length of remarketing campaigns for 30 days, but this doesn’t mean that 30 days is necessarily the best length of time for remarketing success. You can shorten this, or you can extend it up to the maximum of 540 days. However, if you cut your campaigns too short, and you might not get the exposure you need. Let them run too long, and you’ll likely see diminishing returns for your advertising dollar and end up wasting advertising dollars.

The most efficient duration of your campaigns depends on the audience’s buying behavior. If you’re selling real estate or other goods that require a longer buying cycle, you may need a longer duration for effective retargeting. For smaller or more urgent purchases, such as concert tickets or certain legal services, you might get the best returns from campaigns that are only a few days in length. There’s no universally “optimized” campaign length, but testing out different campaign durations will help you find the best fit for your market.

Remarketing with Webrageous

Working with the PPC experts at Webrageous can help you ensure that your remarketing campaigns give you the optimal results. Our team of PPC managers has worked with many clients to successfully improve their conversion rates and build their business with remarketing campaigns. To learn more about how Webrageous can develop and manage a more effective remarketing strategy for your business, contact us today.

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4 Ways to Keep Your Google AdWords Display & Retargeting Campaigns from Turning Into a Disaster

Retargeting and display campaigns in general can be highly effective methods for filling your funnel and finding qualified customers. According to one study, retargeting campaigns can boost conversion rates by as much as 147%. However, display and retargeting campaigns do have the potential to backfire if you aren’t careful. At best, retargeting campaigns can have the highest ROI of any of your paid search campaigns, and at worst, poorly placed ads can offend your audience and be a PR nightmare. Here are a few steps you can take to ensure that your Display campaigns stay focused on the right audience for your business. One of the best things you can do to prevent ads from showing up next to a newspaper article about the next massacre you might want to add the negative keywords for Display.

One of the biggest things you want to prevent is your ad from showing up in places like this:

 

or even worse….showing up here

any questions? I didn’t think so!

Develop a Strong Negative Keyword List

You need to make sure that you minimize the instances where ads will be served in inappropriate circumstances. AdWords lets users compile negative keyword lists, which inform the AdWords algorithm about which search terms you do not want to have your ads served for. Keep in mind that including too many negative keywords can limit the reach of your ads and prevent people from seeing them, so building your negative keyword list should be done carefully.

We’ve compiled a list of common negative keywords below that every advertiser should be sure to add to their negative keywords list for retargeting/display campaigns.We can’t guarantee it will prevent your ad from showing in the every inappropriate circumstance but we can promise that it will help.

Our Checklist of Negative Keywords for Retargeting/Display Campaigns

  • death
  • obituary
  • terrorism
  • suicide
  • death
  • earthquake
  • tsunami
  • homicide
  • rape
  • war
  • bomb
  • murder
  • abuse
  • abused
  • accident
  • arrest
  • arrested
  • arson
  • assault
  • attack
  • avalanche
  • bomber
  • bombing
  • brutal
  • burglary
  • cancer
  • crash
  • crime
  • criminal
  • dead
  • deadly
  • die
  • dies
  • disease
  • drowned
  • drowning
  • drug
  • drugs
  • drunk
  • electrocution
  • extortion
  • fire
  • flood
  • floods
  • fraud
  • hurricane
  • ISIS
  • ISIL
  • Islamic State
  • kidnapped
  • kill
  • killed
  • killing
  • kills
  • massacre
  • manslaughter
  • molest
  • molestation
  • molester
  • molesting
  • murderer
  • pedophile
  • pedophilia
  • pimp
  • pimps
  • porn
  • pornography
  • possession
  • predator
  • predators
  • prostitute
  • prostitution
  • robbery
  • sex
  • shooting
  • shoplift
  • shoplifting
  • shot
  • solicitation
  • stroke
  • terrorist
  • theft
  • tornado
  • trafficking
  • tragedy
  • violence
  • violent
  • wreck
  • gun
  • weapon

Negative Keywords for Search Campaigns

And while we’re on the topic of negative keywords here is a negative keyword list you can use for your search campaigns also. It’s a good idea to review this and make sure this negative keyword list is appropriate for your circumstances.

  • About
  • Affiliate
  • Affiliates
  • Analysis
  • Articles
  • Associates
  • Bargain
  • Budget
  • Career
  • Careers
  • Cheap
  • Cheaper
  • Cheapest
  • Class
  • Classes
  • Close outs
  • Closeouts
  • Colleges
  • Community
  • Complaint
  • Complaints
  • Consultants
  • Consulting
  • Course
  • Courses
  • Create
  • Define
  • Defined
  • Definition
  • Definitions
  • Developer
  • Developers
  • Diagram
  • DIY
  • Do it yourself
  • Download
  • Education
  • Employment
  • Error
  • Essay
  • Example
  • Examples
  • Fake
  • Free
  • Hack
  • Hacks
  • Hand made
  • Hire
  • Hiring
  • History
  • Hobby
  • How to
  • Inexpensive
  • Info
  • Information
  • Interns
  • Internship
  • Internships
  • Interview
  • Jobs
  • Journal
  • Journals
  • Laws
  • Lecture
  • Lectures
  • Libraries
  • Liquidation
  • Low budget
  • Low cost
  • Magazine
  • Magazines
  • Metrics
  • Naked
  • News
  • Newsletter
  • Obituary
  • Photo
  • Photograph
  • Photographs
  • Photo
  • Picture
  • Pictures
  • Porn
  • Preventing
  • Problem
  • Problems
  • Profession
  • Publication
  • Quotation
  • Quotations
  • Quotes
  • Recruiter
  • Recruiting
  • Regulations
  • Repairs
  • Replica
  • Research
  • Researches
  • Researching
  • Resume
  • Resumes
  • Review
  • Reviews
  • Rules
  • Safety
  • Salaries
  • Salary
  • Sample
  • Samples
  • School
  • Schools
  • Sex
  • Shortcut
  • Specifications
  • Specs
  • Stats
  • Studies
  • Success story
  • Template
  • Tip
  • Tips
  • Training
  • Tutorial
  • Tutorials
  • Universities
  • University
  • Used
  • Value
  • Video
  • What are
  • What is
  • White paper
  • White papers

Utilize Site Category Exclusions on Display Network Ads

Sometimes going keyword by keyword isn’t enough to ensure that your ads are served appropriately. To make sure that your ads are only shown to the right audience, you can use site category exclusions to eliminate categories of websites that you are sure you don’t want your ads to be associated with on the Google Display Network.  This helpful feature lets you turn your ads off for broader categories of websites. This could include those with content on sensitive topics, such as death and tragedies, or with content that has been designated for mature audiences only. To adjust your site category exclusion settings, go to the “Display Network” tab of your AdWords dashboard and select “+Targeting.” this is a good place to review a variety of settings for your display campaign. Scroll down past this first image and in the second image you will see some really great settings you may not be aware of:

okay great so now you know where to get started to find where you can exclude certain categories of sites. if you scroll down even further you will see site category options.

if you don’t see site category options you will need to add it. Here is how:

then here is what should appear under site category options and the options checked in red are the ones that we recommend turning off:

you’ll notice I’ve taken the time to turn off some of the worst offenders. If you take advantage of all of these tactics outlined above you will be in much better shape to avoid advertising in a place that could bring you some very unwanted publicity! while we can’t guarantee you won’t show up advertising somewhere you don’t want to I think this will prevent  showing up in the worst placements about 99% plus of the time.

Identify Why Campaigns Aren’t Converting

There are other things you can do to improve a nonperforming retargeting campaign. Retargeting works best when it can identify and anticipate consumer browsing behavior, so it’s important to understand what the ideal journey to conversion will look like. You must also be able to anticipate any poor matches that you are likely to encounter as well. There are a variety of reasons that your ads might not be a good fit for the audience they reach, including:

  • Bad Product-Audience Fit – The audience you’re reaching might not be a perfect fit for your services. This is often the case where keywords can mean multiple things. Someone who searches for picture frames then gets hit with ads for eyeglass frames will waste your advertising resources and might annoy your audience.
  • Aspirational Searches – If your audience isn’t at the right point in their purchasing journey to make a commitment, your retargeting dollars may be wasted. They may be doing research and looking for information, without any intention to make a purchase yet. They may be looking for employment or education — for example, someone searching for “patent law school” would not actually be interested in finding a patent lawyer to represent them.
  • Inappropriate placement – Sometimes your ad placement isn’t a just poor fit — it’s offense. Serving ads for affordable vacation home rentals side-by-side with articles about a recent natural disaster in the same area, for instance, can trigger negative feelings in your audience and do damage to your brand beyond simple annoyance.

Unfortunately, the AdWords algorithm does not necessarily understand these contextual clues that what may seem like a good candidate for retargeting may actually be a poor fit for your business. Once you’ve identified potential reasons that someone would NOT want to see your ads, you can take action to avoid serving them retargeted ads.

Understand Context and Define Industry-Specific Negative Keywords

Context is incredibly important for successful retargeting campaigns, and understanding all of the potential scenarios in which someone might be served your ads is key. In addition to these general negative keywords, you may have to find industry-specific negative keywords. For some industries, pinpointing keywords that have potentially problematic use cases is critical to retargeting success. For instance, it’s important for airlines to avoid serving retargeting ads on articles about recent plane crashes, so keywords like “plane crash” should be added to your negative keywords list. Building a comprehensive list of negative keywords that are specific to your industry can be challenging. If you’re working with a PPC manager or consultant who has experience in your industry, they may be able to draw on past experiences to help you build out a list of industry-specific negative keywords more quickly and efficiently.

Refine Display & Retargeting Campaigns with Webrageous

Webrageous’ team of PPC experts has experience managing the challenges of running successful retargeting campaigns. We can bring our expertise and experience to your campaigns and help you ensure that your campaigns won’t suffer from poor fit or inappropriate placements. Contact us today to learn more about our no-risk 60-day trial for PPC management, and we can start transforming your retargeting campaigns today. 

Image Source: stevepb via Pixabay

The Benefits of Using a PPC Agency

PPC agency

When it comes to getting serious about your PPC strategies, should you opt for an in-house manager or a PPC agency? Many companies opt to manage their own PPC initially. But as campaigns gain momentum, it usually becomes clear that they need to dedicate more resources to their advertising efforts.

Deciding whether you should hire someone to join your company full-time to manage PPC or work with an agency can be a challenging decision to make. Having a dedicated, in-house PPC manager may seem like the ideal solution. But for many companies, opting to work with an agency can be a better resource for optimizing PPC campaigns. If you’re weighing your options and considering whether you should hire an in-house PPC manager or use an agency, here are a few key things to keep in mind.

1. PPC Campaigns Don’t End After Office Hours

The major perceived benefit of having an in-house PPC employee is that the person managing your campaigns will be available at all times. In reality, this assumption doesn’t always hold true. Employees often have set hours and don’t work weekends, even if your campaigns continue to run after hours. Additionally, even the most dedicated employee will eventually need to take vacation days or sick days. If you’ve focused all your PPC management in a single person, your campaigns will have to adhere to that person’s schedule.

With an agency you don’t need to worry about these things. Agency representatives can be on-call around the clock, giving you all the attention that an in-house employee would give. While it can be cheaper to hire a PPC manager in-house, the amount of experience and expertise you gain from working with a PPC agency far outstrips the value of a single employee.

2. Exposure to New Ideas Breeds Better Campaigns

On one hand, being able to focus in on a single company’s campaigns can seem like the ideal approach for optimal results.  However, it’s easy to get stuck in a creative and strategic rut when you’re managing your own. By not managing multiple accounts, PPC managers aren’t exposed to new ideas as easily. Even if they are exposed to new ideas, they don’t know if they work or not until they try them on your own campaigns. Many organizations lose valuable ad spend experimenting with new ideas on their own. 

At an agency, we try new products and features from Google on one or two accounts first and see how they perform. This allows us to adequately test new features before we advise our clients on how to use them. Because of the volume of campaigns we manage, we have a large bank of experience to draw from and can bring a fresh perspective to your campaigns on a continual basis.

3. A Safety Net Against Change

In-house PPC managers can hold a lot of important knowledge about your particular PPC processes and needs. But what happens if they quit tomorrow? Even planned, relatively short-term absences can have an impact on your campaigns.  Who will manage your campaigns if your sole in-house PPC manager is out sick or on an extended vacation? 

At an agency, you’ll always have someone else ready who is sourced, trained and prepared to take over. With many accounts at Webrageous we crosstrain our account managers on multiple accounts. In general, we have two people working on the account and are familiar with the account’s particular needs. That way when one person leaves on vacation, someone else can take over. If your agency account manager quits tomorrow, your accounts will go through a seamless transition to their new manager.

4. Tap the Insider Knowledge of a PPC Agency

If you’re considering hiring a dedicated PPC manager, chances are you don’t have expert-level knowledge of the PPC industry. But without being an insider to the world of digital advertising, it is very hard to know the questions to ask of a candidate. It can be very easy to hire the wrong person in-house. Hiring someone who doesn’t have the required experience to be successful can spell disaster for your PPC strategy at worst, and cause delays or wasted money at best.

PPC agency professionals can dedicate much more time and resources to staying up to date on the latest PPC strategies and trends. Because of our intensive work with platforms like AdWords, PPC agencies are often able to optimize campaigns more quickly and effectively. When you work with an agency, you’re working with a team of experts with a proven track record of success.

The Benefits of Webrageous

Convinced that a PPC agency might be a good fit for your advertising needs? Webrageous has an experienced team of PPC managers ready to help you transform your campaigns’ conversion rate. For qualified clients, Webrageous offers a 60-day, risk-free trial of our PPC services. If you’re ready to start getting the most out of your PPC campaigns, contact Webrageous today and we’ll walk you through our process and show you how big of an impact we can have on your advertising strategy.

 

Conversion Optimizer: Weighing the Pros and Cons

pros-and-cons-conversion-optimizer

 

With all the data you can track with Google AdWords, it can be easy to get sidetracked by relatively short-term metrics, such as CPC and CTR. But for most businesses, the ultimate goal of PPC campaigns is leveraging that data to give your ads a high conversion rate. Google’s Conversion Optimizer feature is designed to help advertisers hone in on the metrics that matter in order to optimize the conversion rates of their campaigns, and it can be a very effective tool for improving the performance of your PPC campaigns.

But the Conversion Optimizer isn’t a one-size-fits-all solution that will make all your lead flow woes disappear overnight. Before you put all your faith in this powerful feature, it’s important to weigh the strengths and weaknesses of Conversion Optimizer. Here are some of the pros and cons of using Conversion Optimizer to help you decide what role it might play in your PPC campaigns.

Pros of Conversion Optimizer

Focus on Getting New Business

Google AdWords gives advertisers the option to track two kinds of conversions: conversions, which are simply the total number of conversions for the campaign, and converted clicks, which are unique clicks that lead to a conversion within a 30-day period. Being able to track and optimize for the latter can be a very effective campaign optimization technique. By using the Conversion Optimizer feature to focus on increasing “converted clicks,” advertisers can increase the flow of new prospects and leads coming into their funnel. This is especially important for companies where a steady flow of new business is important, such as in the legal industry.

Optimize Budget for Conversions

For advertisers with a limited budget, Conversion Optimizer can be an effective tool for getting the most conversions for your ad spend. The tool allows you to set either a maximum or target CPA (cost per acquisition), ensuring that your lead flow goals and your budget are well-aligned. Compared to manual bid management techniques, Conversion Optimizer can yield much more cost-effective results for your campaigns, without the extensive time commitment to making manual bid adjustments.

“Smart Management” Without the Expertise

The upside of Conversion Optimizer can be boiled down to a simple benefit: it helps advertisers with limited experience or knowledge of PPC improve their campaigns more effectively. Poorly run campaigns can waste advertising dollars and other resources. Conversion Optimizer provides a relatively easy way to capture more leads and waste less of your budget. Additionally, Conversion Optimizer is a free tool, making it a much more budget-friendly alternative to bid management and PPC management services. However, don’t be fooled into thinking that Conversion Optimizer completely replaces the knowledge of a true PPC expert. There’s no substitute for experience.

Cons of Conversion Optimizer

Less Control Over Campaigns

By its nature, Conversion Optimizer gives you less granular control over your bidding strategy. When you use the tool, you’ll only be able to make bids at the ad group level. Because the feature optimizes your bids automatically, you won’t be able to make keyword level adjustments to your bidding strategy. While this isn’t always a problem, it can spell disaster if your ad groups aren’t well organized.

You’ll also have less transparency into why decisions are being made. Conversion Optimizer makes decisions based on a complex algorithm and doesn’t provide an explanation for why it makes changes when it does. Ultimately, using Conversion Optimizer requires advertisers to have complete trust in Google’s management of their campaigns.  

Your Conversion Rate Must Already Be High

Another downside of Conversion Optimizer is that your campaigns already need to be high-performing to use your existing campaigns as a baseline for performance, so you must already be receiving conversions from your campaign for Conversion Optimizer to work. Google recommends at least 15 conversions in the last 30 days to give Conversion Optimizer enough data to work effectively.

Unfortunately, this means that for campaigns with very low existing conversion rates, Conversion Optimizer may not be a viable option until you’ve already invested time and resources in manually improving your conversion rate. Conversion Optimizer won’t magically fix a bad AdWords campaign. If you do plan to use it, try to use it to improve campaigns that are already doing fairly well, but could do better with a little extra push.

Automated Bid Management Won’t Give Innovative Results

One quirk of automated management tools is that they tend to give relatively predictable results. If you use Conversion Optimizer to run your campaigns, AdWords will focus on keywords that seem like a sure thing to make sure that you hit your conversion goals.  While this can be a good thing — taking advantage of “low-hanging fruit” is always a solid strategy — it probably won’t give you any interesting insights into how to manage your campaigns. Once again, it’s important to remember that while Conversion Optimizer is a powerful tool, but when it comes to creative problem solving, it can’t beat a human bid manager.

Optimizing Ad Results with Webrageous

Conversion Optimizer can be a highly effective tool for advertisers who are looking to get better results from lackluster campaigns. But the bottom line is that the performance of any automated PPC tool will only be as good as the work you put into it. In many cases, a combination of sophisticated tools like Conversion Optimizer and a solid foundation of PPC knowledge will be the best way to ensure that you get the best possible results from your campaigns.

The nuances of how AdWords functions, and best practices for running high-converting PPC campaigns, change constantly. Busy advertisers often don’t have time to run their campaigns themselves often turn to automation tools to help them manage their campaigns more effectively. Webrageous’ team of PPC experts can guide your digital advertising strategy and help you transform your campaigns into high-converting lead sources. Contact us today to learn how Webrageous can boost your PPC conversions and help you develop a more competitive bidding strategy.

Image Source

“Near Me”: How to Optimize Your PPC Campaigns for Local Search

local search results near me

While the Internet is a powerful tool for reaching a worldwide audience, one of the best ways for businesses to leverage digital advertising is to think locally. As the use of mobile devices becomes more prevalent, the ability to serve location-specific PPC ads is more relevant and beneficial to your business than ever. Google searches that include the phrase“near me” has nearly doubled since last year, and increased 34 times over since 2011. Most of these location-focused searches for goods and services come from mobile devices, making locally-focused, mobile-optimized PPC ad campaigns a great bet for businesses looking to grow their lead pool and reach a more focused audience. Whether you’re looking to boost business in a specific geographic area, or you simply want to take advantage of the browsing habits that many mobile searchers have adopted, running local search campaigns can be an effective way to increase your lead funnel.

The Benefits of Optimizing for Local Search

By optimizing your ads for “near me” searches, you’ll be able to improve the overall performance of your PPC ad campaigns. As many as 78% of local mobile searches result in an offline purchase. By focusing in on this highly active segment of PPC traffic, you’ll be able to decrease your wasted ad spend by reaching searchers who are primed for a purchase, and increase your CTR and conversion rate significantly. You’ll also be able to gauge where your business is most in-demand based on ad performance. This information allows you to hone in on specific markets and optimize your advertising efforts to where they’ll make the most significant impact. Convinced that it’s time to start honing in on local searches with your PPC campaigns? Here are some of our top tips for optimizing your PPC ads for local search.

How to Optimize Ads for Local Search

Use a Custom Blend of Localized and Nationwide Campaigns

If you’re using AdWords, setting up ad campaigns to target specific geographic locations is a relatively quick and simple process. However, the exact techniques you use to set up your campaigns may differ depending on your goals and how you want to manage your campaigns. The simplest way is to set up straightforward location-based ad campaigns. This type of campaign allows you to pinpoint very specific locations — such as neighborhoods and zip codes– but their granularity also requires a larger time investment and more careful maintenance. For businesses who are targeting a single location or small set of locations, this can be a very effective method. But if you want to cast a larger geographic net, managing a multitude of local campaigns may be overwhelming, especially if you’re managing your own campaigns. Another option is running nationwide ad campaigns and using location-based bid modifiers to adjust when and where your ads show up. However, this method gives advertisers far less specific control over their campaigns overall. For some businesses, a combination of both techniques can provide a good mix of granular and more generalized ad campaigns.

Be Precise with Location-Based Keywords

Your keywords should reflect the location you want to target, which can be as specific as you like. For instance, “Manhattan legal services” will help you hone in on an even more targeted audience and “New York legal services” would. Experiment with city and neighborhood names (and variations) to find what searchers are looking for. Additionally, make sure that your location information is correct and consistent. One study showed that having mismatched or incorrect location information for your business online can negatively affect the performance of your campaign overall.

Leverage Multiple Landing Pages for Multiple Locations

If you’re focusing in on more than one location, make sure that your landing pages are customized for the correct location. Customizing your landing pages by location helps to reinforce and confirm your brand’s relevance people searching for local businesses. Even simply swapping out bits of landing page copy to reflect the viewer’s location can have a big impact on your conversion rate — and going the extra mile and offering even more geographically specialized content can help improve ad performance even further.

Optimize Your Advertising Assets for Mobile Search

With over three-fourths of all location-based searches being conducted on mobile devices, optimizing your landing pages to be mobile-friendly is a critical part of ensuring that you don’t just get clicks, but conversions. Up to 40% of mobile browsers are likely to bounce if they land on pages that take more than just a few seconds to load, so your assets absolutely must be mobile-ready if you want them to perform well. Take the time to mobile-optimize your ads, landing pages, and any other assets that are a part of your digital marketing funnel to help keep prospects interested and moving towards a conversion.

Take Advantage of Location-Based AdWords Extensions

Be sure to take advantage of mobile ad extensions for AdWords — Google’s locationbased ad extensions allow you to display your business’s address, phone number, and map location and lets viewers see how close your business is to their location. Google reports that these extensions can give your ads as much as a 10% boost in CTR.

Getting from “Near Me” Searches to Conversion with Webrageous

Maintaining local search ad campaigns can be time-intensive, but running effective location-based PPC campaigns will help you attract more local business and take advantage of the growing trends in the mobile search habits of consumers. Webrageous can help you get the best results from your local search campaigns by setting up and maintaining your geotargeted campaigns. Our team of PPC experts has years of experience optimizing digital ad campaigns across a variety of industries and can help you hone in on potential customers that are searching for businesses like yours online. Contact us for a PPC consultation and we’ll get you started on the path to better advertising results today.

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How to Optimize a “Limited by Budget” Campaign

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Whether you have been running AdWords campaigns for a while or you are new to PPC, there’s a good chance that at some point you’ve seen that bright orange “limited by budget” notification on your AdWords dashboard. But what you might not realize is that you can use these budget notifications to your advantage to keep your PPC campaigns running smoothly. Here’s what you need to know about “limited by budget” campaigns and how you can adjust them to maximize their performance and optimize your ad spend.

What does “Limited by Budget” Mean?

Google AdWords campaigns may receive “limited by budget” designation whenever your budget is lower than Google’s recommended budget daily budget for a given set of keywords. This could mean that your budget is too low to serve your ads at all, or that it is too low to serve your ads more than a few times per day. While it’s easy to assume that Google is simply trying to convince advertisers to spend more money on advertising, these notifications can be a helpful performance indicator for your campaigns. For instance, if you’ve set your budget for a campaign to $200 per day and the CPC for one of the most popular keywords in that campaign is $50, you might be maxing out your budget each day after only four clicks. And unless your conversion rate is incredibly high, you probably won’t see great results from that campaign.

Optimizing Your “Limited By Budget” Campaigns

You can still run successful campaigns that are technically limited by budget. However, using these built-in notifications can be a useful technique in your advertising toolbox. By using “limited by budget” notifications as indicators of campaigns that need may need some tweaking, you can optimize your ad spend and improve your campaigns overall.

In some cases, the quickest and easiest fix for “limited by budget” campaigns is simply to increase your budget allocation for that campaign. However, most of us don’t have an unlimited ad spend, so making the most of our budgets is a priority. Here’s how to optimize your campaigns to ensure you’re getting great results within your existing budget.

Use Metrics to Cultivate Your Keyword Strategy

One of the first things you should do with “limited by budget” campaigns is to investigate why your campaigns are hitting budget limitations. Determine if there are a few keywords that are sucking up most of your budget. Some industries — especially the legal and insurance industries — can have extremely expensive keywords that might be eating up your entire daily budget after just a few clicks.

Once you’ve found the keyword culprits, you can take action to keep them from derailing your PPC campaigns. If they aren’t performing up to par, determine why; are they so expensive that you max out your budget after just a few clicks? Or are you getting plenty of clicks, but for keywords that aren’t relevant enough to your services to lead to a conversion? You may want to adjust your bid or pause keywords that take up a lot of impressions, especially if they aren’t converting well.

Break Budget-Hogging Keywords Out of Campaigns

Sometimes budget limitations are caused by poorly segmented campaigns. High-ticket keywords can bring your business valuable potential customers, but oftentimes they take attention away from cheaper keywords with relatively lower traffic, such as long-tail keywords, that might be just as important for driving a healthy lead flow. Consider creating separate campaigns for these “budget hogs.” This also helps to ensure that your ads also get some airtime for less expensive keywords that may be a better fit for your advertising goals.

Build and Manage Your Negative Keyword List

Building a healthy negative keyword list is another important aspect of optimizing “limited by budget” campaigns. By cultivating a list of keywords that you don’t want to target, you can ensure that when your ads are served, they’re reaching the right audience. Making sure that your ads are a good fit for the viewers that AdWords serves them to can help decrease your average CPC and improve your conversion rate overall.

Be sure to revisit your negative keyword list on a regular basis to make sure that it is comprehensive and accurate. Consumer search behaviors can change over time, so you may need to add or remove negative keywords from your list over time.

Use Ad Scheduling to Stretch Your Budget

Another data set to examine on your “limited by budget” campaigns is when you are maxing out your daily budget. For some high-traffic keywords, you may be hitting your budget limit early in the morning. This may negatively impact your campaign’s efficacy because in some cases PPC ads demonstrate better performance at specific times of the day. Additionally certain times of day may be more competitive, driving up the cost of ads. By scheduling your ads to run during time periods that are less expensive, you can stretch your existing budget further. This can be a useful tactic if you are running call only ad campaigns, especially if you have a specific time range in which you would like prospects to call your business.

Optimizing Your PPC Campaigns with Webrageous

Managing successful PPC campaigns isn’t always a quick and easy process, but it can bring great returns if you can devote time and resources to running your campaigns well. Whether you have limited time or a limited budget, effective, affordable PPC campaigns do not have to be out of reach for your business. Webrageous can help optimize your campaigns to perform well with the budget that you have, and ensure that you’re getting the best results possible from your PPC efforts. Contact us today to learn more about how our experience and expertise can help you reach your PPC advertising goals.

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How to Prevent Overbidding on PPC Keywords

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Keeping your PPC ads in the top position can have a huge impact on the success of your PPC campaigns overall. The average CTR for PPC ads drops significantly between the first three positions, so to make sure you’re getting the best results from your ad spend, it’s important to aim high by bidding enough to ensure that your ads win the best positions.

However, there is such a thing as bidding too high, and overbidding can be a major drain on your advertising budget. By taking steps to ensure that your bidding strategy is aggressive enough to keep your ads in high-performing positions, but not so aggressive that it eats up your budget too quickly, you can help stretch your ad spend and improve the performance of your campaigns in the long run. Here are a few tips to avoid overbidding for your PPC keywords.

Improve Quality Score to Lower CPC

In order to ensure that viewers find their ads valuable, Google doesn’t always simply give the top ad positions to the highest bidder — Google also takes into account Quality Score, or how relevant the content of the ad and landing page is to its corresponding keyword. Your Quality Score can impact the amount you spend on your campaigns, as advertisers with higher Quality Scores can pay less for a bid and still have their ads show up in a higher position than advertisers with low Quality Scores.

There are a number of ways to improve your Quality Score, from optimizing your ad and landing page copy to target specific keywords to restructuring your campaigns into smaller, more focused segments. Ultimately, understanding the factors that Google takes into account when calculating your Quality Score and continuously working to improve the quality of your campaigns is the best strategy for improving your Quality Score and lowering your CPC.

Set Your AdWords Budget Under Your Actual Budget

Did you know that AdWords campaigns can cost more than your set daily budget? In order to increase ROI of campaigns, Google allows daily budgets to be exceeded by up to 20% of your set budget. And while Google has some safeguards in place to keep this from adding up to a huge overspending in the long run, if you’re making changes to your campaigns frequently, such as turning them on and off, you’re likely to overspend. If you’re worried about overbidding, lowering your budget for high-cost campaigns can help keep your ad spend in check.

Focus on PPC Keywords that Actually Convert

One of the biggest budget drains on your PPC campaigns is paying for ads that don’t convert. In many highly competitive industries, scoring top ad positions for lucrative keywords can cost tens or hundreds of dollars. But the highest-cost keywords won’t always be the best match for your business, and oftentimes more targeted keywords will garner higher CTR and conversion rates.

Instead of bloating your bids to chase those high-cost keywords, dive into your AdWords dashboard and determine which keywords have performed best for you historically. Focus your bidding strategy on scoring the first position for keywords that you have had a good conversion rate for to make sure that your ad spend is ultimately doing what you want it to do — bring in new customers.

Understand How Bid Stacking Can Affect Your Campaigns

AdWords’ Enhanced Campaigns feature allows advertisers to use bid modifiers to adjust their bids based on time of day, location and other factors. While this feature can be a powerful tool to help you control your ad spend at a more granular level, it can also lead to overbidding if you aren’t careful. If a search matches several criteria that you have set, the bid modifiers will “stack up” and might end up costing you far more than necessary. For instance, if you have a modifier set to bid 100% more than usual for searches on mobile devices and 50% more than your base bid for searches after 9pm, then a search conducted on an iPhone at 10pm might end up costing you 150% more than your base bid.

Bid stacking can be a useful technique for scoring competitive spots without setting your baseline campaign budget too high, but it’s important to monitor how these bid modifiers are working for your campaigns very closely to ensure that they’re not wasting valuable advertising resources.

Don’t Rely on Automatic Bidding

Automatic bidding can seem like a tantalizing option, promising moderately good PPC results with a minimal amount of time and energy investment. Automatic bidding can be an effective tool for managing campaigns, but when advertisers rely on it too heavily it can lead to overspending on underperforming campaigns. Manual bidding takes more work to manage effectively, but gives you more control over how and where your advertising dollars are spent. As a result, you can avoid overbidding and ensure that your ad spend is allocated effectively.

Manual bid management can be a daunting task, especially for inexperienced PPC advertisers, or small business owners who don’t have much time to manage their advertising campaigns. Fortunately, by leveraging the experience and expertise of dedicated PPC managers such as Webrageous, manual bidding can be a manageable practice even for organizations with limited time or budgets.

Leverage Webrageous’ Experience to Decrease Overbidding and Optimize Your Campaign Results

Want to get your bidding strategy into better shape? The PPC experts at Webrageous have years of experience managing AdWords campaigns and helping our clients realize better results from their PPC advertising efforts. We can give you more control over your ad spend by managing your campaigns for you and honing in on the best strategies for keeping your ads in high-performing positions. If you’re ready to stop overbidding and start getting more out of your PPC campaigns, contact Webrageous today.

Best Practices of Placing Your Call To Action on Your Mobile Landing Page

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No matter what industry you’re in, mobile advertising is most likely becoming one of the best ways to reach the optimal audience for your business. According to Google, as many as 93% of consumers use mobile devices to research or make purchases. If you’re not running mobile PPC campaigns, you’re probably not reaching your advertising dollar’s potential. But for those mobile PPC ads to perform well you have to have a strong, well-placed call to action.

Your call to action, or CTA, represents the “Do or Die” moment for your advertising campaigns. A well-written, well-placed CTA can help spur conversions and improve ad performance. However, a poorly executed CTA can deter otherwise willing prospects from converting when they reach your landing page. Here are 5 best practices for making sure that your mobile landing pages are optimized for conversion.

Make Your Ads Thumb-Friendly

A significant but often overlooked aspect of mobile marketing is recognizing that your audience is viewing ads in a different format than desktop browsers. Text sizes and links that fit just fine on desktop screens can be frustratingly tiny on mobile screens. Apple’s Human Interface Guidelines recommend touchscreen targets, such as CTA buttons, of at least 44×44 pixels, although a study at MIT found that the average mobile device user needs at least 45-57 pixel-wide targets to comfortable click buttons on touch screens.

Whether you measure your CTA buttons down to the last pixel or not, optimizing your CTA buttons for mobile users is critical to their performance. One of the easiest ways to gauge how user-friendly your ads are is to pull them up on a smartphone and test them yourself; if you have trouble pressing your call to action button, you can be sure that at least a portion of your target audience will have trouble as well.

Design Your Landing Page Around Your CTA

Your call to action has no business being shy — it is the focal point of a well-designed landing page, and it should be as easy to find and as clear as possible. On mobile ads, this often means big, bold text or a button, and (usually) above-the-fold placement. Test your page to make sure that it loads correctly and quickly. Over half of mobile users will abandon web pages that take longer than 3 seconds to load, so ensuring that your landing page isn’t cluttered up with slow-loading or visually distracting elements can help keep your audience’s focus where you want it to be. And remember: stick to only one call to action per landing page. A single, easy-to-recognize CTA that draws the eye should be effective enough on its own. Multiple CTAs will only distract and decrease the chances of a viewer taking action overall.

Keep Your Copy Short, Simple, and Specific

Small screens also mean you need to get your message across faster and more concisely than ever. Short, pithy copy is a must-have for your mobile call to action. Most consumers have seen generic CTAs thousands of times over, and these uninspired CTAs don’t provide any real incentive for readers to act. Focus on crafting your call to actions to be dynamic and action-focused to help boost your CTR. Alternatives to the tired “Click Here” and “Download” include phrases like “Shop Our Collection Now,” “Start Your Free Trial” or “Download Your Coupon Here.” If you cut down your text to the minimum needed to get your message across while keeping your language specific, you can make your intent clear to your audience.

Stay Above the Fold…Probably

When they first load your landing pages, what do your viewers see? Is there a clear focus and intention to the page, and an easy-to-find call to action? If your CTA isn’t visible from the moment your landing page loads, you might want to consider redesigning it. Users spend as much as 80% of their on-page time above the fold. If you want to guarantee that your call to action will have maximum viewing time, placing it above the fold is a fairly safe bet. However, although conventional wisdom holds that CTAs should be above the fold, many companies are finding that that isn’t always the case. As mobile device users become more accustomed to seeing long, scrolling web pages, the fold becomes a less significant barrier. The best way to find the best placement for your CTA is to test variations. Which leads us to the next best practice for placing CTAs…

Test, Test, Test!

We’ve discussed in previous posts how A/B testing is one of the best ways to improve your ad conversion rates. Everything from the color of your text to placement to buttons and links can impact how well your landing page performs overall. Testing variations of copy, layout, and other aspects of your landing page can help you hone in on what style, messaging, and CTA placement will resonate most with your customers. Advertisers who used a large number of landing pages variations generated as many as 12 times more leads than those who maintained only a few landing pages. And you don’t have to start churning out dozens of new landing pages to reap the benefits of A/B testing. Testing how simple changes to the placement of your CTA can have a big impact in the overall quality of your campaigns and can help boost your conversion rate significantly.

Make Your Call to Action Click with Webrageous

Mobile PPC advertising is still a young and evolving segment of online advertising, and it’s not uncommon for advertisers to make mistakes with their mobile campaigns as they venture into this lucrative space. Webrageous has been managing mobile PPC results since mobile advertising became available to marketers, and we’ve been honing our digital advertising strategies over the years to help our clients get the best possible results from their campaigns. If you’re interested in learning how Webrageous can help you improve and maintain your mobile PPC campaigns and boost your business, contact us today for a consultation.

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Ad Blocking Software is on the Rise– Here’s What Advertisers Need to Know

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You’ve identified your audience, researched keywords and written great ad copy — but are your PPC ads really reaching your audience? As advertising space takes up a larger and larger chunk of online real estate, software such as AdBlock and AdBlock Plus, which are designed to block display and search ads from displaying in browsers, is becoming increasingly popular among consumers.

But as you might have guessed, ad blocking comes at a steep price for advertisers. Ad blocking software costs companies that run PPC advertising campaigns up to $21.8 billion a year. With new mobile ad blocking applications on the horizon as well, it’s absolutely critical for advertisers to understand why ad blocking software is becoming so pervasive, how it affects their campaigns and what they can do to minimize its impact on their ad spend.

Why Ad Blocking is Bad for PPC Campaigns

The negative impact of ad blocking software on PPC campaigns is self-evident: if people aren’t seeing your ads, your ads can’t bring you any business. Ad blocking software renders PPC campaigns ineffective because browsers never see you ads.

Fortunately for advertisers, there is a bright side; since ad blocking software prevents the ads from ever being downloaded at all, rather than simply hiding them, advertisers generally do not pay for impressions. Additionally, as of late 2014 only about 5% of all Internet users were using ad blocking software on a regular basis. While this number has continued to grow, the majority of people still see PPC ads regularly. While the popularity of ad blocking should be a serious concern for advertisers, PPC advertising is still a viable and effective way to reach most consumers.

Low-Quality Ad Practices: The Root of the Problem

To understand why ad blocking has become such a popular practice, let’s look at why ad blocking software exists. Consumers opt to block advertisements for a number of reasons. Some simply aren’t interested in the ads they are served and find cluttered, flashy and sometimes noisy ads annoying. In other cases, consumers fear being tracked and targeted by advertisers, and try to find ways to prevent advertisers from following them online. Many consumers also find that web pages load significantly faster when they use ad blocking software, especially on sites glutted with advertisements.

Ultimately, consumers are reacting to a culture of bad advertising practices. They are getting fed up with the low quality of ads they see on many sites, and they’re taking action. In a recent TechCrunch article on the impact and future of ad blocking, CEO Harry Kargman of mobile ad company Kargo, discussed how advertising metrics need to be updated to reflect the reality of how advertisers and consumers behave:

“[How we measure PPC campaigns] really should reflect the quality of the environment the ad runs in, how brand safe it is, the quality of the content on the page, how well the ad is integrated onto the page and, obviously, how much the consumer engages with the ad.”

By making a more concerted effort to serve high-quality, relevant ads, rather than simply trying to optimize for impressions and clicks, advertisers are less likely to experience a backlash from consumers. As an added benefit, consumer-conscious ad display methods are more likely to garner the returns that advertisers are really interested in, such as conversions and sales.

Working with Ad Blocking Software Providers to Find a Solution

Unfortunately, there’s no magic button to unblock your ads for viewers. However, some ad blocking software providers have recognized the fact that advertising is an important part of the digital economy and are working to provide a solution. AdBlock Plus, one of the most popular ad blocking applications, introduced an “Acceptable Ads” program in 2011 for advertisers. By meeting specific criteria for quality with their ads, advertisers can have some of their ads whitelisted so that they will still be displayed to viewers who opt into the Acceptable Ads program.

AdWords users also have some good news — Google is one of the major advertisers working with AdBlock Plus to allow Google search ads to be displayed through this Acceptable Ads program. While it’s not a perfect solution, and browsers who use different ad blocking software are still out of reach for many advertisers, the concessions made by AdBlock Plus in favor of advertisers show that the relationship between consumers and online advertisers is still evolving.

What PPC Advertisers Can Do to Combat Ad Blocking

In truth, there’s not much you can do to reach consumers who are using ad blocking software. In many cases, the best defense against the growing popularity of ad blocking software is a good offense. Committing to high-quality, well-targeted advertising materials isn’t just best practices for PPC advertisers — it’s also an effective way to show consumers that advertising can be interesting, relevant, and relatively unobtrusive. Advertisers need to ensure that they’re doing all they can to provide ads that are useful and relevant, without being annoying to consumers. By sticking to less disruptive ad formats, such as text ads, advertisers can help combat conceptions that ads are annoying, malicious and detrimental to the browsing experience.

Remarketing is another area where advertisers can control audience perceptions of advertising. If you adhere to best practices for remarketing, you’re less likely to come across as annoying or invasive. For example, putting frequency caps on your remarketing campaigns is an important practice that will help keep your campaigns from flooding your viewers with your ads.

Developing High-Quality PPC Campaigns with Webrageous

It can take a good amount of experience and knowledge to develop PPC campaigns that consumers respond well to. By partnering with Webrageous, you’ll be able to leverage our years of PPC advertising expertise to create more nuanced, effective advertising campaigns. While ad blocking software isn’t likely to go away anytime soon, by running high-quality PPC campaigns, you can still see great results from your online advertising endeavors. Contact Webrageous today and we’ll show you how we can help you improve your PPC campaign performance.

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What To Do When Your PPC Campaigns Stop Getting Results

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Love it or hate it, PPC advertising is a continuously changing landscape. Ads that converted well last month might flop this month, and it isn’t uncommon for previously successful campaigns to start to degrade as time goes on. Active maintenance is your best bet against poor PPC performance. If your PPC campaigns have stopped getting results, there are several strategies you can use to boost your conversion rate and revitalize your campaigns.

Strengthen Your CTAs

A common problem with underperforming ads is that they don’t include a strong call to action. Make sure that your CTA is strong, clear and specific. Getting specific with your CTAs is can make a huge difference; ad viewers are used to seeing (and ignoring) the same generic ads over and over again, so your ads must provide something unique to get attention.
For example, simple CTAs such as “Click Here” and “Download” are short and concise, but they don’t compel readers to take action. The best CTAs help the reader understand what they’re getting when they click. “Download Free Whitepaper” or “Sign Up Now” are examples of stronger CTAs that that will resonate with readers.

Test New Ad Copy Regularly

Even ad copy that once performed well can lose its luster over time. It’s a good idea to keep testing new ads continuously, even if your existing ads are performing well. Studies have shown that companies with many different landing page versions generate up to 12 times more leads than their competitors with only a few landing pages. The reason? More personalized landing pages have greater appeal to viewers across a wide audience, and allow businesses to test many different messages to find the ones that work the best.

To capture this high conversion rate, try diversifying your ad copy and testing new versions on a regular basis. You’ll be able to target your campaigns for a wider audience, and get a better idea of what messaging works best overall.

Run or Optimize Your Mobile PPC Campaigns

In the past, we’ve advocated for mobile PPC campaigns as an effective way to get the best performance out of your PPC ad spend. As mobile devices take up a larger market share and buyers make the shift from desktop to mobile browsing, it’s more important than ever to activate and optimize your mobile PPC campaigns. If your PPC campaigns are starting to lag, turning on mobile can help you reach a larger audience and connect with prospects that you might have been missing out on.

If you are already running mobile PPC campaigns and aren’t seeing the results you want, you might want to check to make sure that your campaigns are optimized for mobile performance. From writing mobile-specific ad copy to leveraging mobile ad extensions for better conversion rates, learning the nuances of mobile PPC management ensures that your campaigns yield the best results possible.

Adjust Your Keyword Match Strategy

Broad keyword match can be a great tool for reaching a wide audience, but that wide audience can also encompass viewers who aren’t a good fit for your business. If you’re relying heavily on broad keyword match but don’t have a high CTR, explore other keyword match options to help you hone in on a more precise audience.

Using broad keyword modifier match and leveraging negative keyword lists are two ways to make broad keyword match campaigns work more efficiently. These keyword match methods help your ads reach a more tailored set of viewers. As a result, you’ll waste less of your ad spend on viewers that aren’t interested in your business at all.

Optimize Your Ad Positions

Research has shown that the drop-off between the top three ad positions on Google AdWords is significant. In many cases, the conversion rate below the third position can drop to nearly 0%. If you’re not monitoring your average ad ranking closely, you might be paying for ad positions that don’t get any play. Because the performance of lower ranking spots can be dramatically less than the performance of top spots, ensuring that your average ad position stays in the top three positions is critical to having a high CTR.

Make sure that you adjust your bids to keep your ads in the highest positions possible, without overreaching your budget. Finding a balance between the right price point and the right amount of exposure can take some practice, but it pays off in the long run.

Review Google SEO Updates

Algorithm updates from Google can have a huge impact on the performance of your AdWords campaigns. Keeping up with Google’s near-constant updates to how their algorithm measures the overall quality of web pages can be a frustrating challenge when it comes to perfecting your SEO strategy, but it can also influence PPC ad campaigns since those algorithm changes can affect your Quality Score.

If you’ve experienced a sudden drop in PPC performance and a decrease in SEO ranking, it might be worthwhile to check to see if you’ve missed a recent Google update and adjust your SEO and PPC strategies accordingly. As a general rule, keeping tabs on what changes Google is making to their search network can help you stay ahead of the game.

Partner with Webrageous to Keep PPC Campaigns Active and Stay Ahead

Ultimately, strong, healthy PPC campaigns require regular maintenance to keep them performing at their peak. By keeping a watchful eye on your campaigns, you’ll be able to learn the signs of a lagging campaign and make adjustments to bring your conversion rates back up to the levels you want.

The PPC management experts at Webrageous have years of experience working with successful PPC campaigns. We dedicate time and resources to our clients campaigns to give them great advertising results without having to spend hours managing their own campaigns. If you’re still stumped on how you can jumpstart your PPC campaigns, call us for a consultation — we can show you how our PPC campaign management services can help you achieve optimal results for your advertising efforts.

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How to Create Lead Conversions

Inbound marketing is a relatively new term in the marketing community and marketers are still fine-tuning their systems to fully use it to their advantage. The most essential element of the inbound marketing toolkit is the lead conversion process.

The conversion process is the bread and butter of any inbound marketing program. Without a seamless and fully-integrated conversion process you are basically wasting your time and money on efforts that will never convert into revenue. So it is essential that you take the time to convert those leads that you work so hard to bring to your landing pages. Once you get them to the web page that you want them on, this brings them to the conversion process so you can capture those lead conversions.

There are various methods you can utilize to bring your prospects to your desired landing pages prior to getting them to complete the conversion. You will want to subscribe to this blog as I will go in depth on each marketing channel in the weeks to come. For now, let’s make sure you understand how to complete the conversion process so you can capture those leads when they visit your landing page!

  1. Create an offer that is relevant to your contacts. Pay attention to where your contacts are in the funnel. Are they cold contacts? Then an eBook would be good to gain interest. Are they a current customer that you are trying to upsell? A relevant checklist would be good. Have they already showed interest in your product offerings? Offer them a demo or a coupon for enrollment!
  2. Host that offer on a thank you page and/or with a follow-up email. You must deliver the promised content once they submit their information to you. You can host your content on a thank you page or deliver it in a follow-up email. You could also deliver the content upon conversion by including a content link in the associated form in step 3.
  3. Create the landing page with an integrated form. There are many programs that you can create a landing page with, but the most important part is to integrate a form with the landing page that will capture those submissions! This submission form will direct the contact to the content whether it is hosted on a thank you page, delivered automatically through a content link, or delivered in an automated email.
  4. Then you will want to segment your acquired lead lists for email marketing purposes!

Now that you have completed and refined your conversion process you are ready to begin driving traffic to your website to generate those leads you worked so hard to convert. Webrageous can help you maximize campaign performance and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stay continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can grow your PPC advertising efforts successfully.

Should Ecommerce Merchants Opt for Shopping Ads Over Text Ads?

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While many companies use online advertising to promote products and increase sales, ecommerce merchants have the advantage of being able to sell directly to consumers online, adding another dimension to their digital advertising goals. If you’re an ecommerce merchant placing PPC ads via Google Adwords, you might not be taking full advantage of your digital advertising options. If you haven’t considered incorporating shopping ads (PLA) into your Adwords PPC campaigns, it’s time to reconsider your online advertising strategy.

Understanding the Ecommerce PPC Landscape

The two main digital advertising spaces that ecommerce merchants should be concerned with are text ads and shopping ads. You can manage both from your Google Adwords account, but they serve different purposes and are different in some key ways.

Text Ads – Text ads are the conventional text-only PPC ads you see with search marketing advertising campaigns. They include a link to your website or landing page, a few lines of copy, and perhaps a few other perks in the case of mobile ads. Text ads give you more precise, granular control over when your ads show up, but for many industries they can be highly competitive, and they don’t always stand out well in the sea of text people see in their search results.

 

Shopping Ads – Shopping Ads, also known as product listing ads (PLA), are a type of ad tailored towards online merchants. They include a product image and are driven by products and product categories, rather than keywords. For serious online merchants, this one of the best means of getting your products in front of people who are looking to buy them.

Text ads vs Shopping Ads Search

 

Do Shopping Ads or Text Ads Perform Better?

To get a better sense of how each type of ad performs, we pulled the numbers from one of our long-running campaigns for a client in the ecommerce space. The results are a fairly good representation of how most similarly structured campaigns perform. We found that the CTR was better for text ads, most likely because text ads give advertisers greater control over the keyword matching, so they were more likely to be a good fit with the search terms used by consumers. However, our client saw better conversion rate, conversion cost, and CPC with Shopping Ads compared to text search ads. The bottom line is that shopping ads perform very well for ecommerce.

These results line up with the digital marketing activities of some of the biggest online retailers. Walmart puts over 70% of their digital ad spend into PLAs, and companies like Best Buy, Staples and Overstock.com follow suit with PLA-heavy online advertising budgets. The question is, why are these shopping ads performing so much better than text-based PPC campaigns?

Why Shopping Ads Click for Ecommerce Ad Campaigns

 

1. Better Brand Recognition with PLA

Shopping ads win out when it comes to leveraging brand name searches. A recent case study for Heal’s furniture showed the benefits of leveraging your branding to get conversions. Heal’s, a well-established furniture brand, spent years sinking their digital ad spend into text ad campaigns that weren’t converting. Heal’s study showed that conversion rates for brand related searches are as much as 26% higher for shopping ads than for text ads. By focusing their advertising efforts on product listing ads, Heal’s was able to leverage their brand name to drive more sales. For merchants looking to leverage branded products to increase sales, PLA is a better option.

2. Spread Your Ad Spend Across the Buying Cycle

As purchasing decisions get more complex and expensive, consumers tend to spend more time researching and reviewing their options before making a decision. Oftentimes text ads land in front of searchers who are still in the early stages of the buying cycle, and who may not be ready to make a purchase yet. Since the people who are served PLAs tend to already be looking to purchase items, rather than just researching them and looking for information, they are a better bet when it comes to actually making a purchase.

3. A Picture’s Worth…

The benefit of the more visually appealing shopping ad format shouldn’t be underestimated. Studies show that people are 40% more likely to engage with visual content than text-only content, leading to a higher conversion rate for visually appealing ads. Another downside of text ads for ecommerce is that merchants have limited character space to describe their product. By providing shoppers with an eye-catching photo of your product, you can boost your descriptive power and compensate for having minimal text space.

Getting the Best Results from Your Ecommerce Ad Campaigns

Don’t start canceling your text ad campaigns quite yet. They’re a powerful, flexible way to reach buyers and still perform well when managed correctly. While many successful retailers are turning to shopping ads, Amazon.com, another huge online retailer, puts all their stock in text ads. Text ads are still a high-performing way to reach customers. Furthermore, if you move a very low volume each month, shopping ads aren’t always a great fit.

Text Ads vs Shopping Ads

However, for many ecommerce merchants, the importance of diversifying your PPC spend with shopping ads can’t be understated. Product listing ads provide a straightforward way for merchants to reach customers, and they can give your ad campaigns a big performance boost. Many large retailers have some level of a mix between the two form of ads in order to take advantage of both spaces.

The strongest solution for a healthy ecommerce PPC strategy is to employ a mix of shopping ads and text ads. Text ads give you more control over your audience, while shopping ads help you hone in on searchers who are ready to make a purchase. Balancing your advertising efforts between the two advertising methods can help you maximize your PPC results. By playing around with your ad spend for both PLA and text-based ads, you can find the right mix of each ad type to get the best overall returns for your advertising dollar.

Building Shopping Ads into Your PPC Strategy with Webrageous

Webrageous has extensive experience managing both PLA shopping and text ad campaigns for clients in a number of industries. If you’re interested in exploring product listing advertising options, we can help you determine whether shopping ads are a good fit for your company, and how you can incorporate them into your existing web advertising campaigns. With Webrageous you can find the right balance between shopping ads and text ads to make sure that your ecommerce business can stay competitive in the digital advertising market. Contact us today to see what our expertise can bring to your PPC campaigns.

Image Source: Pixabay

Why Running Broad Keywords on Bing Ads is a Bad Idea

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For many advertisers, their PPC efforts begin and end with Google AdWords. But as the most popular search advertising platform, AdWords can end up being costly and time-consuming, especially in competitive markets like the legal and insurance industries. With up to 20% of U.S. search traffic coming from Bing Search, savvy marketers know that diversifying your PPC campaigns to serve ads on different browsers other than Google can help you reach an untapped segment of the market.

Running search ads with Bing Ads isn’t just a matter of recreating your Google AdWords strategy on a different platform, but many advertisers make the mistake of treating the platforms as interchangeable. By gaining a better understanding of how Bing Ads differs from Google AdWords when it comes keyword matching, you can help compensate for some of Bing’s shortcomings and improve your Bing campaigns.

Keyword Matching 101: Know Your Type

Let’s back up and review the different keyword matching types available on both Google and Bing’s PPC platforms. Knowing how the various keyword matching options work and how you can best use them is an important step in developing a comprehensive PPC strategy.

  • Broad Match: Broad match allows you to show ads to the widest group of searchers; when you use broad match, your ads can show up anytime someone searches that keyword, regardless of phrasing of his search. Casting a wide net can be a powerful tool, but it can also backfire by serving your ads to people who aren’t really interested.
  • Broad Match Modifier: True to its name, broad match modifier is a slightly more precise version of broad match. It serves your ads for people who searched for a close, but not necessarily exact, match to your keywords. This could mean matching “run” to “running” and “runners.” Broad match modifiers give users the benefit of the scope of broad keywords, but can also help to eliminate some of the inaccurate matches.
  • Exact Match: In the cast of exact match, the search query must exactly match of your keyword phrase, which is great when you’re targeting long-tail keywords and honing in on very specific keywords. However, because there are usually many variations on how people search for products and services, relying too heavily on exact match can prevent your ads from showing up when they should.
  • Phrase Match: As with exact match, phrase match requires your exact keyword to appear in the search query, but will also show up for searches that include your keyword with words before or after it. For example, your keyword “children’s books” would match with “buy children’s books” and “children’s books for sale” but not “children’s science books.”
  • Negative Match: Negative match prevents your ads from showing up when people search certain keywords. It’s commonly used to help hone search results by telling the ad platform know when it shouldn’t show your ads.  

The Downside of Broad Keywords

Broad keyword matching is the default keyword match type, and the type that reaches the largest, most diverse audience. This method of keyword matching allows you to reach a wide audience regardless of the exact phrase they use in their search, which lets you save time building lengthy keyword lists and trying to figure out how people might try to find your business. For instance, your keyword “dog food” won’t just get you results for people who search “dog food,” but also “puppy food” and “dog kibble.” However, you can also get inappropriate airtime for your ads — “dog sitting” and “Italian food” could also potentially come up when you use broad match keywords.

Fortunately for Google AdWords users, Google has a solution. When you run broad keyword matches, Google’s algorithm is smart enough to recognize when search query and ad combinations are a bad fit, then refines where your ads show up accordingly. Eventually, AdWords can stop those bad matches before they occur, so your ads are less likely to be served to people who were searching for something else entirely. It’s not 100% accurate, but, in general you can trust the broad keywords match tool on Google to still provide you with a lot of relevant matches.

Why Broad Keyword Match on Bing Ads Performs Poorly

Unfortunately for advertisers on Bing, the Bing Ads algorithm is not as advanced as Google’s. When you run broad keywords on Bing, you’ll still “match” with a large number of highly irrelevant search terms. While your ads might be getting a lot of impressions on Bing Ads, you might end up showing ads to people who aren’t interested at all in your product or services. On Bing, running broad match keywords can disastrous; you can easily burn through your ad spend on bad matches if you only use broad keyword matching.

Alternatives on to Broad Keyword Match

Running ads on Bing has a lot of advantages. It’s a less competitive market so you’re more likely to score better ad placement for less, and Bing’s platform gives advertisers a little more transparency and control in ways that Google doesn’t. The trick is finding strategies that leverage Bing’s strengths to your advantage, while compensating for its weak points.

While broad keyword match is the default keyword matching method, and in some ways the most straightforward PPC option for inexperienced managers, it’s important to remember that it’s not the only option you have as an advertiser. The most effective PPC campaigns use a combination of several keyword matching methods to ensure that your ads reach not only a wide audience, but an audience that is interested in your product or services.

Using alternative keyword matching methods to supplement or replace broad match can be a much more effective way of honing your campaigns and reaching the right audience with search advertising. However, because they are somewhat more complex and specific than broad keyword match, they can require a little more finesse and a stronger understanding of keyword performance to be used successfully.

Getting Better Results from Bing Ads

Running ads on Bing can be a great way to round out your PPC campaigns and reach a wider audience than with Google AdWords alone. Just as with Google AdWords, running successful Bing Ads requires a strong understanding of the nuances of the Bing Ads algorithm. No matter which platform you use for PPC, it’s important to remember that the algorithms are continuously changing and improving, so what works well right now might not hold true by next year.

Webrageous can help you maximize campaign performance on Bing and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stays continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can effectively leverage Bing Ads to grow your PPC advertising efforts successfully.

Image Source: Pixabay

Is Bing’s Syndicated Traffic Hurting Your PPC Campaign?

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!

 

Why It’s Time to Go Mobile with Your PPC Campaigns

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.

PPC and Social Media: The Dynamic Duo

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:

 

  1. Using social media to dramatically boost PPC campaigns
  2. 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:

 

1) Consistency

 

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.

 

2)    Variety

 

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.

 

3)    Engagement

 

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.

 

4)    Analytics

 

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.

 

How to Leverage Long-Tail Keywords in PPC Campaigns

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:
 

  1. 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.
  2. 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.
  3. 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.
 

New to PPC? How do you make good optimization decisions?


So you’ve done some research and are ready to create a pay per click campaign for your business. Excellent choice. Now comes the hard part of making sure your PPC campaign is working for you.

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How do you make good optimization decisions if you’re new to PPC?  While it can be very complex, there are a few simple factors that will help you make the most out of your campaign.

 

Optimization involves constantly testing, managing, refining and improving your pay per click campaign. The most basic yet important things to pay attention to in this process are:

 

Settings

This is where you select your network, device, location targeting, bid, budget, ad rotation and ad extension. Making smart decisions in each of these areas is important for a successful PPC campaign. Hire a PPC management company to help you, or read through the Google AdWords learning center tutorials before making any selections. (more…)

Google AdWords is the best form of PPC Advertising

When it comes to Pay Per Click (PPC) campaign management, Google AdWords is by far the leading product offered in the industry. With a thriving Display Network composed of hundreds of thousands of websites, newspapers and blogs, Google AdWords is the ideal platform for any business interested in exposure and long term online marketing success.

 

piggy-bank-money-stack

With global search engine market share at 88.2% as of February 2013, Google is a global giant in paid search engine advertising. The company’s AdWords PPC campaign management product is home to hundreds of thousands of advertisers and offers lots of ways to capitalize on fluid market trends.

 

Users have the capacity to reach an audience anywhere online while getting the support required to drive conversions. The platform offers text, image and video formats to best enable users to communicate their message to potential customers. (more…)