Posts Tagged ‘PPC’
Friday, December 14th, 2012
Twitter has recently added another cool feature to its sponsored tweets advertising service – the use of negative keywords.
If you’re wondering what a negative keyword is, it’s time to become intimately acquainted. These are words you don’t want to target but are usually associated with the word you do want to target. For instance, “Kevin” would be a negative keyword to “bacon,” unless you actually are talking about the actor. Doing research on tigers but not interested in the football team in Detroit? Make “Detroit” a negative keyword.
Negative keywords are powerful targeting tools because you can limit the exposure of your paid advertising, saving yourself money and better targeting your ads to the people most likely to respond to them.
Google has been using negative words for a long time in its PPC model, Google AdWords. Now, Twitter can compete more aggressively with its sponsored tweets equivalent. And, guess what? Twitter’s sponsored tweets are a lot less expensive than Google AdWords ads are simply because there is less demand. So if you don’t want to pay the higher click prices at Google but you still want effective ad targeting, join Twitter’s sponsored tweets program and be sure to make liberal use of negative keywords.
Thursday, November 1st, 2012
Internet marketing is not only about chasing SERPs for that coveted No. 1 spot. Nor is it all about driving traffic and conversions with pay per click advertising. Savvy Internet marketing is all about taking advantage of every opportunity and using multiple channels to promote your website and business.
But that doesn’t mean you can’t use one channel to learn about marketing through another. Pay per click advertising can teach online marketers how to be better search engine optimizers.
For starters, you can use PPC for keyword research. Create your ads and see which ones get the best click throughs and conversions. Use that information to strategize your organic search campaigns.
Mobile/Local Search Dominate Organically
Mobile search presents a great opportunity for search engine optimization specialists. If you market to mobile customers, and you should, you’ll find that the click throughs on mobile PPC ads are lower than the click throughs on organic search. That’s likely because mobile searchers are on the go and looking for information fast, especially when searching for local businesses.
Retargeting Leads To Greater Results
Retargeting means using PPC ads on network websites to reach the same market prospects you reach in the SERPs. It has been a well known marketing principle for many years that the more touch points you have with prospects the more effective your marketing is going to be. It is traditionally expected that you must put your message in front of your prospect seven times before they act on it. PPC display networks provide the perfect opportunity for that. Search engine results pages represent another opportunity.
Retargeting a great opportunity for marketers in both PPC and SEO channels. Don’t miss out on it.
Monday, January 16th, 2012
To be successful at anything, you need discipline. When it comes to the online world, discipline is what separates the successful from the unsuccessful. In its broadest terms, marketing is the single most important aspect of an online business. I say broadest since SEO, PPC and many other activities could come under the marketing umbrella. Why is discipline important?
Discipline affects your mindset. If you are sitting down to write PPC ads, then you need to have the discipline to follow your planned approach. A lack of discipline could see you easily swayed to change your mind – that’s never a good idea without research. The same can be said for a blog or a social media campaign. If you have planned your approach, then stick to that plan.
Humans are emotional creatures and we have a tendency to look at what others are doing and then trying to replicate their actions in our lives. For small businesses, that can have some limited success in the offline world, however, the online world can be very different. This is where discipline becomes an important attribute. Before trying to replicate what someone else is doing, you need to be able to examine and perhaps measure, or predict, how that action will affect your online business. We often see “fads” in the SEO and social media marketing world that work very well for one business but do absolutely nothing for another business. Sometimes they backfire and cause more damage than good.
Small business Internet marketing requires a well planned approach. Once you have that plan, you need to have the discipline to follow it through. That doesn’t mean your plan is stagnant – you still need to measure, review and make changes where necessary, however, that too is a disciplined approach that takes all the variables into account before making a move.
If you are disciplined in your approach, you are giving your business the best chance of success. Of course, discipline will do little if your marketing plans, products, or service are rubbish to begin with. If they too are spot on, then a disciplined approach should lead to high success rates – and that normally means more profit.
Thursday, January 5th, 2012
Have you ever wondered where all those ads on Facebook and Twitter come from? And, how do you get your business ad there? Although some people may think that the advertising are interrupting the games they play on Facebook, or are just annoying. However, it is a really good place to put your business. More people will see you just on social networks alone.
If you would like an ad on Facebook, you can log in to your account and go to the advertising link at the bottom of the page. From there you can insert your website into the ad. You will be directed to a series of questions to target your audience. You will be given options for paying for the ad. For instance, there are pay per clicks and pay per views. Pay per clicks are only paid if someone actually clicks on your ad or pay per view is paid every time your ad is placed on someone’s page.
Advertising can also be done on Twitter with Twittad. Follow the instructions for Twittad and you will be advertising on Twitter in no time.
Social advertising for small businesses is an effective way to generate more customers to your website and help you make more money. Think about ways to create catchy advertising so your ad will stand out on the page and get someone’s attention.
On line marketing techniques will help you in the long run with your small business. Adding business marketing to your current advertising campaigns can only boost your customers which in turn will boost sales.
Tuesday, December 6th, 2011
When you think of doing business online, do you first think about those big businesses with million dollar budgets? You don’t have to. Small businesses are alive and well on the internet.
So, where do you fit in? What’s up with all that talk of keywords, SEO, social media, and such? There are three basic elements that will drive your business online. They are:
- On-Page Content – If possible, have mixed content on your site. Take advantage of articles, videos, etc. and provide your site visitors with a wide range of content to match their interests. Optimize your content to help it rank better in the search engines for your most profitable keywords.
- Off-Page Content – Content you create for marketing off of your website is good for building links back to your site and delivering new visitors to the site.
- Behind The Scenes Content – This is the code that makes your website visible to search engines and web browsers. You can have too much and you can have the wrong kind. Make sure your code is optimized for better results in the search engines.
Since the internet is growing by leaps and bounds, it is very important to have these elements successfully optimized on your website. It sounds complicated, but it really is not.
With the right guide and a good web marketing strategy you can build a great website with excellent on-page content, a wide variety of off-page content that drives traffic to your site, and great code that gets you well deserved rankings in the search engines.
Wednesday, August 3rd, 2011
For years, large companies like Coca-Cola, McDonald’s, and ExxonMobil have spent millions of dollars simply to maintain a positive impression in the media. They weren’t so much concerned with the coveted ROI on advertising campaigns as they were with branding themselves and achieving top-of-mind awareness.
When you establish a new advertising campaign – whether it be through pay-per-click services, outdoor advertising, print media, or any other medium – you should outline your goals. Are you looking for ROI or would you be happy with branding effects?
If ROI is your main concern, then you have to think about your budget. Being the top spender in your market segment may mean that you lose money on your advertising. But it could mean that you achieve huge branding success. Which is more important to you?
PPC is like any other advertising medium. You can figure out which price point per click will yield the greatest ROI on your advertising efforts or you can try to own the advertising space with a PPC branding campaign. If you opt for the latter, be prepared to pay top dollar for clicks. Sometimes, your customers come from other places on the Web because they noticed your PPC ads when they conducted a search.
PPC for branding isn’t for the faint of heart. You must ensure you have the budget for it or you may as well go home.
Thursday, June 9th, 2011
One of the first cuts to a small business budget after the economy starts to drift south is in marketing. I’ve seen it time and time again. Struggling businesses trying to watch their bottom lines typically kill the marketing budget just when they need the business the most.
I won’t talk about the folly in this. Instead, I’ll offer a suggestion, an alternative if you will.
It’s understandable that a business will want to protect its profits and slash its expenses when the economy is wavering. However, instead of killing the marketing programs completely, how about shifting your budget to less expensive marketing channels.
It isn’t news any more that Internet marketing is less expensive than traditional marketing. Television ads are generally rough on a small business budget. Radio advertising has become a niche form of advertising. And newspaper ads just aren’t effective any more. However, you can still advertise your business through some judicious budget cuts and redirection of your marketing budget.
PPC ads are a type of online advertising where you get to choose how much you are willing to pay for a lead. You pay when someone clicks on your ad and not before.
Other online marketing channels are just as effective as PPC, and just as cost effective. The key to getting started is to consult with someone who understand the needs and challenges that small businesses face. An online marketing consultant can help you build a strategic plan that fits into your budget and delivers results.