Digital marketing is an important aspect of your business if you decide to transition to the online environment. This method of promoting your branding, products, and services allows you to reach your target audience in a cost-effective, efficient, and measurable way.
You can engage in digital marketing in two ways. The first one, SEO, is the most common strategy used by startups and other businesses. It is done by optimizing your website for search engines, such as Google and Bing, without additional costs. Doing so allows you to rank in search engine results pages (SERPs) and gain organic traffic to your website whenever a user searches for a keyword that you targeted.
On the other hand, you can try launching a pay-per-click (PPC) campaign. This digital marketing strategy will help you acquire your desired results faster.
What is PPC?
PPC is a marketing technique where you create ads for your brand and display it online to reach your target audience. Every time a user clicks on one of your ads, you pay a fee—thus its name. Basically, you can consider it as a way of buying visits or traffic to your website instead of earning them organically through SEO.
How to Spend Your PPC Marketing Budget Wisely
As a startup or small business owner, you know that your company does not have that much cash inflow yet. This means that every marketing move you make is crucial to how your business will perform.
Additionally, since PPC is not free, you must be wise in how you spend your marketing budget. To help you make the best decisions for your business, here are some insightful tips.
Know the Value of Your Lead
Your lead value can serve as your yardstick for determining the right amount of marketing budget for your PPC campaign. Knowing this number allows you to make more informed decisions regarding your paid ad strategy. It can also help you ensure that you are not paying more for advertising than how much your leads are actually worth.
You can compute your lead value by first knowing your average cost per lead. You can use this formula to do so:
Cost per lead = Total cost to acquire leads ÷ Total leads acquired
Therefore, if you spent a total of $10,000 to acquire 100 leads, your cost per lead is $100.
Then, let’s say that 20 people out of your 100 leads converted and bought the $450 phone that you sell. That leaves you with $9,000 in sales.
To compute your lead value, you have to take your total sales and divide it with the total number of your leads. Let’s apply this formula to the example given above:
Lead value: $9,000 ÷ 100 = $90
Now, you know that each of your leads is worth $90. This means that you are overspending for your marketing efforts to acquire one lead. To address this, you must optimize your ad spend and ensure that it does not cost more than your lead value.
Use Display Network
Using PPC to promote your products or services may seem simple. However, learning about and implementing different paid advertising models without taking advantage of any AdWords management services can be intimidating to a novice.
To make everything more manageable, you should start by utilizing the Google Display Network. Since this system reaches over 90% of internet users around the world, it is perfect for startups and small- to medium-sized businesses that would like to build brand awareness.
The Google Display Network is also ideal for smaller businesses because of its lower cost per click (CPC) compared to search ads. According to WordStream, the average CPC for display ads is $0.63 while search ads typically cost $2.69 per click.
However, you should manage your expectations when using the Google Display Network. Yes, it is cheaper, but it would not always be reliable in increasing your conversion rates.
Display ads are mostly designed to target top-funnel market and make users aware of your brand and what you offer. Most of what you will gain from display ads are leads, and it is very rare that a user who saw and clicked on your display ad will immediately convert to a sale.
Target Niche Keywords
The PPC arena is riddled with small businesses and large corporations from various industries, making it a competitive field. Chances are, one of your competitors is a large company with a big marketing budget.
Since, most likely, you would not be able to beat their bids on broader and short-tail keywords, you have to think thoroughly about your strategy. One thing you can do is opt for niche or long-tail keywords.
Bidding on more specific keywords will allow you to reach your target audience without competing against larger corporations. This will also help you obtain a higher click-through rate (CTR) for your website.
Additionally, choosing less competitive keywords will bring your CPC down. Since there are fewer businesses that are targeting the keywords you have chosen, you do not have to raise your bid to have your ads displayed.
Come Up With a Compelling Ad Copy
Once you are more comfortable with running paid ad campaigns, you might consider launching search ads. There are several things you have to think about when creating your ads, such as the keywords to target and your budget. Additionally, since search ads are mostly text, you should ensure that your ad copy will entice users to click on it.
The first thing you should work on is your headlines. This part is the first thing that users see when they encounter your search ads. It will play a large role in how individuals will perceive your ad and how well it will perform.
Make sure that your headline focuses on the benefits that users will enjoy once they choose your brand. You should avoid using generic advantages that other businesses include in their ad copy. Make your brand stand out by incorporating benefits that users will not find anywhere else.
Next, ensure that your ad’s description supports the idea that you communicated in your headline. Having misaligned messages may confuse users, forcing them to ignore your ad and look elsewhere.
You should also include a call to action in your ad copy. Having a specific call to action to end your ad’s description will help you increase engagement. Avoid using generic examples as they may turn users away from your ad.
Remember that you should make sure your copy is really good to entice people to click on your ad. Doing so will allow you to increase your CTR and make every cent that you pay for your ad count.
Optimize Your Landing Page
Once a user clicks on your ad, you should direct them to a really nice landing page that fulfills the promise of your ad. This means that the messaging on your landing page should be consistent with your ad copy. Achieving this will increase your chances of converting a lead into a customer.
Having an optimized landing page will also allow you to save money. This becomes possible because when your landing page is great, you will provide users with a better experience, which Google appreciates. Once the search engine notices that individuals prefer clicking on your ad because of the great user experience you offer, you will be given a high quality score.
The higher your quality score—at least 7—the less you would have to bid on your target keywords. This is because Google trusts that you will provide its audience with a great ad and user experience, so you do not have to prove your relevance and authority through money.
To optimize your landing pages, here are some things that you can do:
- Make your offer clear by keeping your headlines bold and short
- Write a convincing copy
- Utilize relevant images
- Use eye-catching and enticing CTAs
- Highlight your unique selling point
- Improve your landing page’s loading speed
- Optimize your form fields
- A/B test your landing pages
Remarketing refers to a paid ad marketing strategy where you connect with users on the Google Display Network who have already encountered your brand through your website or mobile app. This technique is useful in chasing individuals throughout the internet with your ads until they are ready to buy your product or pay for your service.
Through remarketing, you can retarget a user who has browsed through your website and looked at the products or services that you offer. Once you determine the certain product or service that they are interested in, you can promote the same offers to them through display ads.
For example, a user clicked on a dress that you sell on your website and left. You can create a display ad for the same product and show it to the user as they browse other websites and platforms on the internet. If your remarketing is successful, they will purchase the dress and maybe even more of your products.
You can also use remarketing to continue selling products to your existing customers. Let us go back to the previous example.
So, the user has bought a dress from your shop. Now, you can show them display ads containing items that are related to the product that they bought. You can sell them accessories that go with the dress they got or other apparel that matches the item, such as shoes and jackets.
When you remarket, you would not have to spend too much effort in trying to convince the user to convert. They already know about your brand and have shown interest in the product or service that you offer. You only need to give them a little nudge to go through with the transaction and make a purchase.
In addition to being a great conversion strategy, remarketing is also cost-effective. Similar to regular display ads, remarketing ads have lower CPC compared to search ads.
So, if your website receives a significant amount of traffic (>1,000 visits), you should definitely utilize remarketing. This strategy will allow you to see higher conversion rates without spending too much effort and money.
Watch Out for Overdelivery
When setting up your PPC ads, you can set your average daily budget per ad group to manage your expense for the entire month. However, when one of your ad groups is performing really well, Google may show it to users more frequently, causing it to take up more than your allotted daily budget.
If you fail to notice this, you can use up your budget for the month pretty quickly. This means that you might not have enough money to run your ads for the rest of the month, causing you to lose prospects and traffic to your website.
You can avoid this from happening by making sure to monitor your ads at least 2-3 times a week. Doing so will allow you to see if any of your ad groups are overspending.
If one of your ad groups is spending more than your daily budget, you can choose to reduce your budget for your other ads or your entire campaign. You can also reallocate your money towards the ad group that is performing well. Doing this will allow you to run the great ad group much frequently and longer.
PPC is Not for the Faint of Heart
Utilizing paid ads to promote your business allows you to enjoy various benefits. Through PPC, you can gain significant traffic to your website without waiting for too long and acquire qualified leads that you can easily convert into customers.
Being successful in PPC is not always guaranteed. You have to go through a lot of trial and error before you find the strategy that works best for your company. But once you find the right PPC approach for your business, you will continue thriving without wasting any of your marketing budget.
Why You Should Use Social Media Advertising for Your Business
Whether you’re trying to reach millennials on Instagram or Gen Z on TikTok, you can find success in curating the best social media advertising strategy for your business. If social media advertising isn’t currently in your marketing plan, your business is passing on the chance to get new customers, increase sales, and improve customer satisfaction. In this article, let’s explore four reasons to use social media advertising in your business.
Helps Increase Brand Loyalty
Social media advertising can help your company grow a dedicated customer base. Instead of just promoting your products and services, social media ads give you the opportunity to connect with your target niche and build strong relationships.
Additionally, you can use social media ads to showcase customer satisfaction by providing case studies and testimonials from happy clients. By using social proof through these ads, you can increase brand loyalty and turn visitors into loyal customers.
Social media ads can improve brand recognition, by allowing businesses to connect with their target audience. By maintaining regular communication, businesses can establish a reputation for being trustworthy and responsive to customer feedback. Once people are familiar with your business, they are more likely to share it with their network, which helps to expand the reach of your business. Carrying out social media ads is a cost-effective and result-oriented way to improve your brand image and awareness in multiple demographics.
Higher Rates of Conversion
Social media ads can also help your company boost its conversions. In fact, a report found that 28% of Gen Z discovered new businesses and products through these ads. Using multiple social media platforms for advertising is an effective way to increase conversions, for example, eCommerce businesses can use Instagram and Facebook retargeting ads to encourage visitors who viewed items from a website to complete their purchase.
Additionally, a study found that image ads are better at driving customers to a business, so if you want to increase sales by getting more visitors to your business website, consider creating an advertising funnel with image ads.
Social media ads will also enhance your incoming traffic as more people become aware of your business. The best aspect is that the visitors you draw will be of high quality because you’ll mostly be targeting a very specific group.
Lower Marketing Expenses
Social media ads cost less than other traditional marketing mediums such as TV ads or magazine ads. As business environments continue to change, marketing strategies are evolving into cost-effective strategies to save time and resources for businesses. As a result, utilizing ads is a cost-effective way to lower businesses’ operational costs.
In terms of funding, social media sites handle the majority of the job. As a result, the company needs a unified theme, voice, and marketing plan to effectively get the job done. As more people may be reached with the same monthly budget, the expenditures are significantly decreased.
Using social media ads is a risk-free, inexpensive investment that offers a wide range of advantages. Putting a social media strategy into action would be a terrific approach to expanding your audience and boosting your business sales.
5 Benefits Of Using Mobile Billboards For Resourceful Advertisement
Are you interested in increasing your sales? Or want to attract more clients to your business? Don’t know the easiest and most effective ways other than expensive marketing that costs you more?
When it comes to marketing, many businesses need to think outside the box to compete with their rivals. If you are struggling with the same, you should look for creative marketing strategies to reach more customers to succeed.
Let’s consider mobile billboards as an effective advertising medium to increase the growth of your business. Here is a list of benefits you can take into attention using mobile billboards for a resourceful advertisement to stand a business in the face of your targeted demographic:
You may find mobile billboards an expensive advertisement strategy, but it comes with cost-effectiveness. If you are running a business on a smaller scale, you will find it more suitable since many other advertisement strategies are not budget friendly and not easy to track.
Whether you use static, video, or electronic on wheels, you will find ease in reaching more audiences wherever they go in the city.
Unlike the other forms of advertisement and marketing strategies for generational Z, including internet ads, printed ads, and app promotions, using a mobile billboard advertisement will guarantee you more visibility at an affordable price. it will offer you 107% increase in sales than the static billboard method with 57% of increase.
Not only your money will be valued but also the job will be done with effective results.
Reach the target audience
You must be familiar with the downsides of other marketing and advertising strategies that stick to only a specific area for a small audience.
But suppose you want to increase the growth and brand appearance to a large audience. What will be a more exciting strategy to accelerate your OOH advertisement than mobile billboards?
This way, you will make your brand and business idea more accessible to your audience without restrictions or limitations on TV, the internet, or specific areas. Since your brand will be on the wheels and keep moving from one area to another, the visibility will increase to many faces.
Target specific location
Another great benefit you will get using mobile billboards is you can target specific locations. Other than static billboards that are only located in one location, you can move your brand to different areas where people aren’t even familiar with this kind of advertisement.
For example, if you are into the restaurant business, placing your ad and special offers on mobile billboards will effectively target certain neighborhoods in your locations instead of using newspaper or static billboards for the advertisement.
If you compare the advantages of mobile billboards with static billboards, you will find them more dynamic. What makes it more dynamic is the adaptability of the change if your audience or message changes during the campaign.
That is why many businesses adopt this advertisement strategy because of this flexibility of falling in their best interest.
Your ad on the static billboard will cost you more to change or edit if you are running a business on small capital, but with the mobile billboards you can change your ads or content to hold the campaign altogether without denting your marketing budget.
You are free to choose various marketing or advertising platforms, but if you include mobile billboards, the kick your business will receive might surprise you more.
Using a mobile billboard campaign for advertisement boosts your marketing efforts even if it is digital or traditional. For example, if you publish an ad using social media but the targeted audience doesn’t pay attention, the efforts may fail for your business, regardless of the size of your business.
But if they see the ad again on a moving vehicle, they will give a second thought to your brand and can trigger them into action. If the advertisement is designed creatively, it will seek a great amount of attention.
Who doesn’t want to get proper control over advertisements?
At some stage, you will want to achieve control over the advertisement of your brand with the liberty of tracking the vehicles. When you place your ads on a cab or static billboard, you don’t get the chance to track them. With GPS tracking you will not only streamline your business strategy but also can optimize your advertising efforts.
But with mobile billboard advertisements, you will get the benefit of tracking your vehicles so you find the most targeted location and can assist your driver to pull over and park for a while. In this way, you will know where the advertisement is leading and who is reaching.
Also, if you don’t find some of your vehicles aren’t effective and get stuck, you can remove those to make your campaign go smoothly.
Generally, mobile billboards come with static advertisements, but they are highly electronic and digital-friendly. What makes them stand on the streets is the eye-catching and creatively designed dynamic visuals.
Another most exciting factor is that digital advertising on mobile billboards offers great value to the advertisers including real-time updates and business customization.
The undeniable benefit of using mobile billboards is you will be able to increase your brand or business recognition to a large audience.
When people find your business on moving wheels across the city, they will become familiar that your business is legitimate, and that the services or product you are offering is valuable to them. This way they will start trusting your business and know that you are operating in their community.
When businesses are planning to make a lasting impression, they find it easy to customize mobile billboards in every possible way.
The changes you want to make are always under your marketing budget and you can make changes weekly or monthly during your campaign. As your audience changes in specific cities, you can change the style of a message to create attractiveness.
You will also get crazy affordable deals when booking your vehicle for advertisement.
What is Pay Per Click Advertising? 5 Things to Know
Are you considering attempting some advertising for your business? In that case, you have probably heard of PPC, but hearing about it is simply not enough.
Pay Per Click Advertising is a necessary strategic advantage that has become a buzzword for marketing agencies. Regardless, the power of PPC is underestimated and it’s up to you to decide if you want to expand upon your business leads.
In this article, we will cover what is Pay Per Click, but also a variety of other information that will help you understand why it’s so important.
So if you’d like to find out why PPC might be a gamechanger for you, keep reading.
1. What Is Pay Per Click?
Pay Per Click is a structure of internet marketing in which an advertiser pays a specialized fee for each click on their aid. Essentially, it’s a legal and efficient way to buy visitors for your website, and it eliminates the need for organic visits.
Search engine advertising is the most popular form of Pay Per Click. It allows individuals to bid for placement in sponsored links when someone looks for a specific query related to the offering. For instance, if we bid on the keyword “Startup Advice”, our ad might show up first on the results page.
Every instance in which the advertisement is clicked, and a visitor arrives on the website, you must pay a pre-determined rate to the company behind the search engine. When your campaign is running effectively, the rate is usually minimal. because their visit to your website will always be worth more than your initial investment. In other words, if you pay $6 for a click with a visit, but you get to make $500. That’s an incredible profit.
A lot goes into successful Pay Per Click campaigns, starting with research and going as far as setting up special landing pages to optimize conversions.
Search engines reward ads that are intelligent, this makes the ad price lower. So if you really want to know what is Pay Per Click, you need to know how to do it properly.
2. Keyword Research
Keyword research for Pay Per Click is very time consuming, but it’s potentially the most important thing to do. If you want to delegate this activity, you need to find appropriate PPC experts.
Your entire PPC campaign will be based on keywords, and the most successful ads continue to refind their list of keywords. If you only do research one, when you create the campaign, you will be missing out on man lost-cost, long-tail, valuable keywords.
You should avoid investing in search leads that are not pertinent to your goals. You should be looking for keywords that will lead to better click-through rates, increased profits, and effective cost per click. This means you must bid on what’s related to your offer.
Your keyword research should not only include popular terms but also long-tail keywords. They add up to a majority of search traffic and they are less common. They cost less and are less competitive.
You also need to continuously expand and refine your campaigns, continually creating an environment in which your list of strategies is non-stop adapting and growing.
If you want lots of visitors, industry-oriented keywords will be very helpful.
3. Campaign Management
Once you’ve developed your campaigns, you will have to learn to manage them. In fact, regular activity is the best predictor of success. You should be examining the performance and making the necessary adjustments to improve.
You can expand the reach of the campaign by adding appropriate keywords. You can use non-converting negative keywords to improve spend and relevancy.
You should review underperforming and expensive keywords, shutting them off when the time is right. You can improve your quality score and click-through rate by splitting up ads into smaller groups.
Finally, you should modify your calls-to-action and change the content of your landing pages to align with search queries so that you can improve conversion. Never send traffic to a single page.
4. Top 3 Spots Get Most Of the Clicks
Now you might think that organic growth is great, and it certainly is, but it does not compare to efficient Pay Per Click.
First, you must keep your quality score up because the higher the score the higher your ad will be placed.
Second, the fact that the top 3 ad spots get most of the clicks should convince you why PPC is still needed, regardless of a potent SEO strategy.
Let’s say you rank for the top 3 positions of a keyword, what if you had ads that cover the top 3 ad spots too? You would have control over the top 6 results on the page.
While the top 6 is not an easy thing to achieve, the idea that SEO and PPC together lead to better visibility is a given.
5. Most User Can’t Differentiate Between Organic and Paid Results
You might be thinking that Google Ads are obsolete, because who the hell clicks on them? But the numbers might be concerning to you. Apparently, a greater majority of individuals cannot differentiate between organic and paid search results.
This means that all the people that see PPC ads at the top will automatically assume them to be organic. That alone should push you towards PPC. To those individuals, you are only paying for the top organic spots, they are not “ads”.
Pay Per Click Galore
Now that you what is Pay Per Click, as well as how powerful it can be, you should begin your journey of discovery and experimentation. In any case, it’s your business and your choice, but if you never try PPC, you are missing out.
It takes risk to be successful, and PPC provides very little risk but comes with high rewards.
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