The most important thing to remember about a customer, whether they are an online PPC customer or a flesh and blood customer standing in your shop, is that they have the potential to be loyal.
In fact, this rule goes a lot, lot deeper. The PPC customer WANTS to be loyal. They are looking for a brand that they can trust and go to time and time again. They want to buy the same product because they already know that it works and they know where their hard earned money will be well spent.
Because PPC customers are also human beings and human beings like to form bonds; to be part of a group. Remember the days when gym class was on the timetable? It was SO important to be selected for the team and not to be left as the last person in the line-up. Being the last person to be chosen in gym class meant that you weren’t part of anything; nobody wanted you in their gang.
Lots of PPC blogs and websites talk about the “X-Factor” concerning the human element in PPC Advertising as a negative thing. Lots of PPC Managers and SEO experts write about how difficult it is to account for the fact that online consumers are human and therefore do not always respond to PPC Advertisements in predicted manners.
This human element does not have to be seen negatively. Nor does it have to be seen as a difficult obstacle to overcome regarding your PPC Campaign. Indeed, far from it. The human element in a PPC customer is what will make them loyal to your brand and make them ignore all other offers from competing brands if you manage your advertising correctly.
Think about yourself as a consumer for a while. What do you do when you go food shopping? Granted there is a portion of society that you see wandering aimlessly down the aisles, looking at every product on sale and reading all the information about that product in comparison to the next one on the shelf in minute detail, but this kind of consumer is NEVER going to be loyal anyway. They would sell you out in an instant and are always looking to better what they have.
The majority of consumers in a supermarket know exactly where to go to the find the products that they came in to buy and in general the weekly shopping basket of the average human being includes the same items and, more importantly, the same brands too.
A few weeks ago, we posted an article about the importance of adopting a PPC Pre-Launch Check-List. The purpose of the post was to highlight the fact that, whether new to PPC Management or one of the long-standing veterans in the trade, ensuring that everything is as spot on as it can be with your PPC Campaign before launching anything is really important. Not only does it save your PPC client money, but it is also an example of good PPC Management professional practice.
However, the post that we offered a few weeks ago was merely a taster and only recommended three of the most important areas to cover when at the point of PPC Campaign Pre-Launch.
In this post we would like to focus directly on the efforts of Webrageous Studios and what this particular company does prior to launching any PPC campaign for any one of its PPC clients. The Webrageous Pre-Launch Check-List has taken a number of years to develop and many changes have taken place in order to create a pre-launch itinerary that works to perfection. (more…)
One of the main problems with the Internet is that it cannot be relied upon to work every time. Anything technological always runs the risk of breaking down or malfunctioning and websites are no exception. This is where the need for error message conversions come in.
Making Error Message Conversions Happen
It is undoubtedly important to learn how to make error message conversions happen. It is important that when a possible converter clicks on your Google advertisement and then arrives on the designated landing page, you (the PPC Advertiser) are already prepared for the possibility of an error occurring and have devised ways to achieve error message conversions despite the problem.
We´ve all been there, as common internet users, many a time. You click on a link, the page begins to load, all is looking good and then you are presented with a small box which tells you that an error has occurred. At this point you are perhaps frustrated, but are definitely not quite sure what you are going to do next. You were intending to actually buy the product you were searching for. You had already researched a lot and today was going to be the day when you were going to close the deal.
And now an error has occurred.
So what do you do?
Is there an option to continue in some other way?
Or will you have to start all over again with another website?
The key here for the website owner or PPC Advertiser is to turn this negative moment into a positive one. Errors should not be seen as the end of the road; they should not be looked at hopelessly. They should be treated in such a way as to encourage error message conversions regardless of the technological hiccup that has presented itself.
Yes, it cannot be denied that the various tools and programs available, including the AdWords Keyword Tool for example, are excellent ways of generating huge lists of keywords that can be used in order to create successful Search Network PPC Campaigns.
However, whatever happened to the notion of actually beginning by looking at the content that already exists on the website?
Why the Website is Your Best Resource When You Create Keywords
Logic dictates that if you want to draw traffic to a website, then the best place to begin working and the place that you need to know inside and out is that website. This includes a knowledge of the content of the website too. Therefore, there is no reason why the content of that website cannot begin to actively work for you to improve a campaign’s success.
The website is one of the best places to begin looking for keyword ideas when building the different ad groups within your PPC campaign because the structure for those ad groups already exists in the website structure.
Consider this example.
If you are managing the PPC campaign for a website that sells books, then a hierarchy of levels for navigational purposes will already exist in the website. This hierarchy is an excellent structure to use as the basis for the creation of ad groups in a PPC campaign.
For example, a number of ad groups that could be created for a books website might be influenced by the following website hierarchical structure:
The hierarchical structure of the website’s content would generate the above ad groups for you (and could then be broken down even further into ad groups that would be even more focused), you would be able to create keywords, including misspellings, that would fit into these categories.
Landing Page Quality, if you create keywords and ad groups using the website’s own content, is bound to improve too, as the pages on the website are going to be crawling with the keywords that you are using in the PPC campaign. Therefore, Quality Score is also likely to rise over time as well.
Keyword Tools versus Website Content
Keyword Tools are very, very useful and Webrageous Studios would like to reiterate that it is by no means saying that keyword tools are redundant. Far from it, in fact. However, what keyword tools do lack, that website content offers in surplus amounts, is purpose; a true intent.
The content on any website is there for a real reason. It has been created with a reason in mind. When you create keywords through Keyword Tools, they are automatically generated. But computers think very differently from human beings.
Therefore, continue to make good use of keyword tools to create keywords for all the PPC campaigns that you are managing, but do not forget the vast source of inspiration that is laid out before you free of charge: the website that you are linking to. It is one of the best places to begin when you create keywords and ad groups because the content is made to match.
Bidding is definitely one of those areas which is difficult to get right and difficult to manage. Any effective PPC Manager, experienced and well qualified in PPC Management, is going to be fully aware of the difficulties surrounding bidding and fully able to sympathize with the content of this post.
With this in mind, Webrageous Studios would like to draw its readers’ attention to four areas to consider when bidding on the Google Network. (more…)
If you are new to the world of PPC (Pay Per Click) Management and you are about to embark on a journey into the land of Google AdWords and PPC campaigns, then the PPC Dictionary for Beginners available to read on the Webrageous Studios Website is probably an excellent place for you to start.
There are a total of 15 different PPC terms explained in simple terms for PPC advertising novices in the article and we hope that this PPC Dictionary will provide a solid basis for anyone needing a little help at the beginning of their online advertising career without too much difficulty. (more…)
There are many sites, blogs and YouTube videos that offer PPC tricks for anyone new or old to Google AdWords and PPC Management. In this blog post Webrageous Studios would like to highlight the following three PPC tricks of the trade as being the three top tricks from its experienced, trained perspective. Webrageous Studios is a company that only hires Google AdWords Certified PPC Account Managers to run its PPC campaigns and work with its important PPC advertising clients and it is a highly reputable PPC Management Company in the eyes of some highly trustworthy third party PPC authorities, including the Better Business Bureau.(more…)