You may not realize this but you can use Online Advertising to supplement SEO campaigns or vice versa. Much can be gained from both strategies and when configured correctly they compliment each other perfectly.
Pay Per Click (PPC)
PPC is the quickest way to get targeted traffic instantly to your website. This can be used for testing user flow to assure your conversion mechanism is working efficiently or to test how the market responds to a new product/service. If your website's user flow is overly complex or broken, this will show you the potential problem areas.
However the most difficult part of PPC is optimizing the ad position and CTR (click-through-rate) so you're running a positive ROI. Studies have shown the top ad position in Google’s search results gets close to 60% of all ad clicks and traffic.
Running an AdWords campaigns is not hard. The real magic is optimizing for profitability.
If you want this top position, then your ads, landing pages and keywords need to have a high quality score. Google calculates this number to determine how relevant your ad copy and landing pages are to your keywords (compared to your competitors ads). There are many things you can do to improve your score like having your ad headline match your landing page headline. Google is looking for consistency which they consider critical for a good user experience. When you have a good quality score not only are you rewarded with better positioning, but you also end up paying less for your ads. It may only be a few cents per click but over time this adds up to a HUGE difference. This “found money” is extremely valuable as it can be reinvested to create more revenue and grow your business faster.
Remarketing is a powerful tool, but still widely underutilized. This strategy allows you to target people who have already visited your website with new ads. Think about it for a moment, these people already showed interest by visiting your website. So why not show them an ad and entice them to come back?
Have you ever looked at a product on Amazon or Best Buy for example and then went somewhere else like Facebook or another website and saw an ad for that exact same product you just looked at? That’s dynamic remarketing. Dynamic remarketing takes this to it to the next level by including the procedures that potential patients viewed on your website within the ads. While dynamic remarketing takes additional steps such as adding custom parameters to your website’s tag and creating a feed, it can deliver customized, higher-performance ads.
Due to the nature of remarketing it usually has a lower cost per click and higher conversion rate since you’re targeting people who have already visited your website. These warm leads respond much better then cold leads and therefore you should do everything possible to entice them back to your website. However Google AdWords is only one platform, part of our job is to constantly source out and test new traffic sources. Facebook and Snapchat both perform excellent depending on the demographic you are targeting. No doubt you have a list of customers or leads, but did you realize Facebook lets you upload that list of emails to create a custom audience that you can target with ads.
Social Media Marketing
The biggest mistake we see with social media marketing is a failure to understand how the medium works. Social media allows you tap directly into your customer’s conversion and can be a wonderful asset or horrendous liability (if done poorly). Plus, these platforms provide a unique branding and positioning opportunity to show potential prospects you’re a leader in your industry. Your business can create the most incredible product on the planet but if nobody realizes you exist, then what’s the point? Just like every traffic source, social media should be used in conjunction with other strategies. However it can have a positive impact on SEO, but that’s a longer discussion which we’ll save for another day.
Email marketing is one of our true passions. So many businesses send boring, stuffy, cookie-cutter style emails and then complain about how email marketing does not work, nothing could be further from the truth. When you employ an email marketing strategy with defined end goals, measured results and systemic funnels your email list can be the most profitable asset you own. You should be mailing at least twice monthly, however mailing weekly is not bad either. The key to successful emails is “edutainment”. We call it that because they are a blend of education and entertainment, but they are never boring. Email marketing leads into automated sales funnels but that a deep topic we will discuss later.
We love beautiful designs, but we have a nerdy side too. When it comes to data we believe in measuring everything. After all, you can’t fix or improve if you don’t even know your baseline. For example, when we setup your ads and landing pages not only can we tell when someone completes the form, but we also know which ad and landing page they visited. This allows us to remove poor performing ads, copy and landing pages while keeping the ones who are producing customers. So often this proper tracking is overlooked or setup incorrectly which makes it impossible for you to truly succeed. On the flip side, when you track every little detail and understand your acquisition cost you’re able to scale your campaigns with ease of mind and comfort.
If any of these services sound interest, please contact us and we’ll setup a time to discuss how we may be able to help you succeed.
- PPC Analysis
- PPC Audit