Pay-Per-Click: How it Works and is it Right for Your Business?

By Guest Contributor on November 13, 2019

Pay-per-click or PPC marketing can be a powerful tool that you can add in your arsenal of digital marketing skills. 

If you want to improve your visibility online, drive traffic to your website, generate leads, and boost your sales, then PPC can help you achieve these goals. 

But for you to experience these benefits, you need to have a solid understanding of how PPC works first, as well as how you can create high-performing campaigns.

What are Pay-Per-Click Ads?

PPC advertising is a strategy wherein a particular brand places an ad online, and then pays each time a user clicks on it. Therefore, there’s no cost of placing an ad. A cost is only incurred once users start engaging with the ad. 

PPC marketing can be further broken down into two categories:

  • Search advertising: Ads that show up on search results.
  • Display advertising: Ads that appear as videos, website banners, sponsored social media posts, and other third party sites. 

How does it work?

Let’s say you want to run a billboard ad. Then you have to pay for that spot. Also, if you want to run a commercial on television, you have to pay for that too. 

The internet pretty much works the same way. There will be sites that will offer you a prime real estate. So, if you want your brand to be promoted on those sites, then you have to pay per click or per a certain number of views.

At Voy Media, my PPC agency in NYC, we always encourage our potential clients to give PPC a try since it is a cost-effective way of promoting their business. In fact, one of the most common ways these sites charge for ads is through impression count.

So, if you go for that ad model and then run your ad on a premium site like let’s say, Buzzfeed, then you could end up being charging for every 1000 views of your ads.

That said, it is important to know that PPC ad campaigns have two popular categories: Google Ads and Social Media Advertising.

Google Ads

Usually, in a PPC campaign, you’re paying Google to list your ads on the top, bottom, and right pane of organic search results. If somebody clicks on your ad, then you have to pay for the cost per click. When your budget runs out, Google won’t run your ads until you fill up your fund.

Below are the different kinds of Google Ads:

Search Ads

Search ads is the most common type of PPC advertisement. It is shown above or beside the search results on Google, depending on a user’s search query.

So, when someone searches for the products and services that you’re offering, they might come across your ad. Going with the PPC model, you only have to pay once they click on your ad. 

Display Ads

Display Ads aren’t a precise pay-per-click model, but the process is quite similar.

Whether your ads are text-based or media-rich banners, display ads can be developed to be featured on about 650,000 apps or two million websites. Thus, expanding your audience reach.

Local Search Ads

These are not a separate type of PPC ads, rather they’re a subset of the usual Search Ads. 

Local Search Ads are ads that are location-focused, searching for services and businesses near you through Google or Google Maps. 

Usually, Google will set your campaign live. So, if you’re a local business, or you’re shipping to a particular area, or provide your services to a particular geographical location, then you have to customize Location Targeting in Google Ads. 

Remarketing

These types of ads are usually shown to people who have visited your mobile app or your business site. It helps you to easily reconnect with users that have previously shown interest in your products and services.

These types of ads can either be shown as Search Ads or on the Display Network, then priced to an automatic bidding model. 

You need to undergo a few extra steps to set this up, but it’s worth it, especially if it dramatically boosts your conversion rates and click-through by narrowing down your audience and reaching out to those who have already made a connection with your business. 

Social Ads

Aside from Google Ads, Social ads can also give you unmatched refinement with your audience. Of course, the giant in the world of social PPC is Facebook, with billions of monthly active users. If you’re in the B2B industry, then LinkedIn is a more strategic platform. 

Facebook Ads

There are a wide variety of ads that are available on Facebook and its associated platforms. You can also opt to define your audience based on location, demographics, interests, and more. 

To ensure that you get the most out of your Facebook Ads, you have to install a Facebook Pixel, which lets you collect data from your site visitors. 

If you’re not sure how you can define your audience, then the Lookalike Audience feature lets you asses the commonalities of your existing audience, then target users that are quite similar to them.

LinkedIn Ads

If you’re aiming directly for customers, then Facebook is probably going to get you the best return on investment. However, if you’re in the B2B industry, then LinkedIn is worth considering. 

Although there’s a text-only option for ads in the platform, ads that have images tend to get more clicks, so it helps that you do both. 

You can then pick your audience, skills, job title, demographics, and more. These PPC ads are usually placed on the bottom side of the user’s inbox or LinkedIn homepage. 

Is PPC right for your business?

Because of PPC advertising’s success and popularity, more and more businesses are now considering whether or not they want to take the plunge. 

Sometimes, navigating the world of PPC can be challenging, and you can easily be swept up without first considering your business’ needs. 

So what you need to do is to thoroughly examine your business, as well as your current marketing practices to be able to maximize your PPC potential.

What Kinds of Businesses Use PPC Advertising?

By Guest Contributor on November 6, 2019

PPC advertising or pay-per-click is one of the effective ways to boost your business. Many of the marketing experts say that PPC advertising either prints money for your business or it can be a complete waste of time and money.

However, in reality, it has been found that, PPC plays a major role in helping the business grow.

There are several factors that determine the success your company can have with PPC. But, most importantly, you need to decide that whether it is right for your business to begin with.

PPC Advertising- Definition

PPC is a form of online advertising where you need to pay or set a bid amount for each time that customers click on your ad. These ads generally pop up on Google search engine and therefore also known as paid search.

It goes without saying that PPC advertising has benefitted a wide range of businesses. Read on to know what benefit you can enjoy when you opt for PPC to boost your business.

 Amazing benefits of PPC

Before we take the tour to know which business can benefit more from PPC, let’s take a primary look on the benefits that PPC has to offer.

  1. Immediate traffic to the website:

Generating organic traffic to your website is not an easy task. You may have to wait to build a good amount of traffic generation on your website. However, PPC will reduce your effort. If you go for the right selection of keyword, you can bring in more customers to your website via PPC within minutes.

  1. Increase brand’s visibility:

PPC advertising through Google Adwords will put your brand’s name at the top of the search result. Therefore, customers can notice the name of your brand more. It will increase visibility and as a result ensure more traffic on your website.

  1. Better Relevance and Timing:

PPC advertising helps ensure that your brand will be found by the customers whenever they search for it. The search engine PPC ad relies on targeting keywords. When you invest money, leads are ensured for your business. It increases the relevancy and the timing as well.

As these three amazing benefits make the PPC ad an effective way to boost the business, there are no such entrepreneurs in the digital marketing world who do not rely on this tool. Let us know which businesses should consider PPC as their best policy to generate sales.

Which Businesses Should Use PPC?

Every entrepreneur use Google nowadays. Therefore, every business can rely on PPC. However, there are certain businesses that can benefit from this tool more than any other business. Take a look to have a vivid idea.

Type 1: Local Businesses

Many local businesses top Google pages with the help of PPC advertising. Small businesses struggle a lot to establish the brand name.

Therefore, PPC is the best way for them. As it increases traffic as well as visibility, it is a great idea for these businesses to run ad on Google Adwords and opt for PPC advertising.

As more traffic drives into your website, leads and conversions are inevitable. Hence, small businesses must go with PPC without giving it a second thought.

Type 2: Business with a High Customer Lifetime Value

Business with high CLV can get customers for repeat purchases. Sometimes, customers also prefer to stick with one particular brand. Some of such brands are like:

  • Medical services or doctors
  • SaaS Companies
  • Colleges
  • Cable or Internet service provider

Therefore, these companies can get a lot of ROI by sticking to PPC.

Type 3:  High Margins Business

Businesses with high margin can also get a lot of benefit from PPC. Businesses with high margin always think a higher ROI with a lower conversion rate. Business operating on higher margins can rely on PPC to bring in customers. Some of the high margins’ brands are

  • Technical Software
  • Luxury Brands
  • Furniture
  • Electronics

Companies with high margins products will never waste any budget on PPC. If one purchase is also confirmed, the ROI is ensured. Therefore, this is indeed a huge advantage for these businesses.

The Final Thought:

If you indulge in PPC advertising for your business, people can find your business more easily. However, always keep in mind that people can only find your business if you optimize your campaign effectively.

You may not make a single sale if the campaign is set up incorrectly. Therefore, it is important to do your research properly before you begin with it.

You can hire a marketing expert who can manage your campaign for you. Try out and get 100% profit for your brands. All the best to you!

Author Bio. :- Maria Baeza is a Content Marketing Manager at TopMobileTech. It is a blog where I cover all the tips & tricks related to Mobile and more related to tech.  Stay connected to the rest of the world with Top Mobile Tech. We bring latest and critical news to your mobile and computer devices.

5 Simple Google Adwords Methods That Drive Leads

By Guest Contributor on December 18, 2018

Google AdWords is a great way to generate more traffic for your business. According to experts, on spending $1 on AdWords, your business can earn an average of $2 in revenue.

Paid ads offer 56% more profit than social media, which is nearly 44% ROI. However, paid ads are expensive, so you need to be sure that your search meets comprehensive needs.

If you’re not able to get the expected results from your investment, we have explained below five Google AdWords methods that help to drive more potential leads.

Regardless of the industry, you’re working in you can target and reach an audience inspired to purchase products or services from you by understanding customer search patterns.

Read below five simple Google AdWords ways that help to drive more traffic to your business.

#1. Optimize quality score

Quality score is essential for various good reasons. As per the Wordstream, Google rewards high quality score companies that have higher ad positions and lower CPC. To improve your quality score, you have to stop targeting wrong and old keywords, instead focus on matched keyword phrases. Make sure your ad target on this match type.

#2. Smartly Optimize For Mobile Platforms

These days, most people use mobile devices to conduct searches. To generate more traffic, you must use all the platforms that Google AdWords offers for running an ad campaign such as Google Ads for mobile. You must understand the effect of mobile on PPC advertising so that you can creatively optimize.

#3. Defeat your competitor’s ads

Like any other industry, AdWord campaigns also have competitors. If your competitor’s ads are performing better than yours, you must figure out their secrets to outsmart their ads. With SkyFu, you can find out your competitor’s best performing keywords for organic as well as paid ads.

#4. Use Google display networks for running cheaper LinkedIn Ads

 LinkedIn is the world’s largest professional social network platform. As per the Sprout Worth, nearly 90% of B2B marketers use LinkedIn to run ads and generate potential traffic. This platform benefits B2B advertisers because it is more relevant for building connections with like minds in the industry.

#5. Accelerate Google Ads campaign

As per the Hubspot, bids on bing bring lower results and are less competitive for a set of keywords than Google AdWords. By leveraging your Google Ads campaign on Bing Ads, you can easily generate more traffic and target a new audience along with maintaining your CPC low.

Paul Smith: A vivid writer and a keen researcher who believes in studying each project in detail and deliver strong marketing collaterals that are substantial and effective. I am a keen observer of sales and marketing trends and insightful about project management techniques and prevailing industry tech.

How Does Paid Search Work for B2B Marketing?

By Guest Contributor on September 15, 2018

Studies show that on an average, a company spends 92$ for acquiring a customer for every 1$ it spends on converting it. (source) This ratio fluctuates massively when we talk about B2B marketing in comparison to the B2C marketing. If you have an enterprise-grade product/service in the B2B marketing space the cost of acquisition far exceeds the cost of conversion. This is where paid search steps in. If used correctly, paid search is one of the strongest weapons in the arsenal of a B2B company.

Does it Really Work?

Now, the paid search is a game based on both luck as well as strategy. If you have a well-defined strategy, you are halfway there. You can only cover the other half of the distance with luck. You might score a million-dollar deal (Deals of this size are pretty common in the B2B space compared to the B2C space) if a particular company is looking for something specific that you are offering. On the other hand, you can lose a million dollars into advertisements and paid search if no one needs your services at that point.

The best practice involves investment in a balance of outbound sales and marketing to reap considerable results over time.

Common Mistakes Made by B2B Marketers

The B2B space is highly dynamic. One needs to adapt to the changes in this space very quickly or he/she may suffer a huge potential loss. Here are a few common mistakes that you should avoid in the B2B marketing space, especially when it comes to paid search.

  • Unplanned Launch Strategy: If you are out in the market selling sweaters in the month of May, you are doomed to fail. Similarly, if you are selling sweatpants in the month of December, your business won’t take off with the desired results. An unplanned and untimely launch strategy has ruined several business campaigns. You need to understand your target demographic and target its psyche on the right time at the right place.
  • Not Enough Market Research: Market research plays a critical role in the ROI (Return On Investment) for the paid search. Before launching a full-fledged campaign, it is a wise idea to collect data from within focus groups and the company itself. This research will help you refine the campaign before launch.
  • Relying on a Single Tactic: The best marketers have the knack for combining multiple marketing strategies for desired results. They never rely on a single strategy to show the desired results. Instead, they optimize the campaign with multiple pillars for a comprehensive support to the paid search marketing.
  • Focussing only on Marketing: An exclusive focus on marketing will not reap any results. ROI is generated out of sales, not marketing. So, you need to have the right sales team and tactics in place to convert the maximum potential candidates that come in from the marketing campaign. Without the right conversion mechanism, you are just wasting your money.

How to Scale the Paid Search?

Now your paid search marketing campaign has taken off and delivering promising results. You have started generating a good ROI out of the deal. What do you do next? You scale! Here are a few tips that can help you scale your paid search to a whole new extent without losing that competitive ROI edge.

  • Start Small: In the world of marketing you need to take small steps carefully to get the best results out of the mix. It is a good idea to start small with the new tactics and see their results. Instead of putting all your resources into one single strategy, divide it into 10 different ones. This way, you can easily measure the success/failure of all the strategies in a single attempt.
  • Optimize: Once you know which paid search tactic works the best, optimize it. Optimization may include combing the right mix of two or more strategies together.  
  • Experiment: Experimentation is helpful in B2B paid search marketing since the market shifts every second. You never know which particular strategy may yield a better result over the other. Have you tried the corporate version of the paid search? Let’s give the humorous version a shot once. The C-Level executives of a few firms might find the second one more memorable and relatable than the first.
  • Use AdWords: AdWords is your biggest friend in paid search marketing. If you are using a CRM and marketing automation tool, you must connect it to the AdWords platform today. This will help you measure the click to conversion rate effectively.
  • Compile Marketing and Sales Data: Make sure that your marketing and sales teams are on the same page with their conversion efforts. The inbound salespeople of your organization act as the key drivers of connection between the marketing and sales departments.

How to Optimize the B2B Marketing Campaigns?

Optimization of the B2B paid search marketing campaigns consists of changing the following factors.

  • Time of Posting the Ad: Posting the advertisement at the right time plays a critical role in conversion statistics. If you own a seasonal product such as a sweater. Running ads during the winter makes a lot more sense.
  • Controlled Exposure: Make sure that your re-marketing strategies do not buy the end-customers too much. Overexposure of the marketing campaigns may result in a negative consequence rather than a positive one.
  • Choice of Keywords: Making small changes to the keywords can reap overwhelming results. Adding a small phrase or preposition might change the effect of the keyword completely.
  • Use of Google Analytics: If you are not using Google Analytics right now, start today! With inputs from this application, you can optimize the paid search campaign to a great extent.

Paid search relies on targeting the psyche of the end-customer. If you know how the VP or the C-Level executives (mainly decision-makers) of the target company think, you can use this information to your favour. With this knowledge, you can find the right keywords that these people will most likely type into the search engine bar.

This article is contributed by Andrella Fehmi, Freelancer writer at  SEO Services Consultants .

 

How to Calculate Your Website Conversion Rate?

By Guest Contributor on September 15, 2018

Businesses around the world look for maximizing their sales and revenue for a better ROI. This is very obvious and logical as any business would like to be on top of what it is doing. To track the performance of a website is very important because to manage the ROI, it is a critical factor. That’s why every company, regardless of its size and nature of business, must look into this aspect seriously. But you will be amazed that companies on a whole do not take it seriously as they should.

Although it is one of the most cited metrics used by companies across the globe, the ones who don’t understand this clearly are bound to face difficulties. Managing a business isn’t a simple equation as there are many factors involved in it. If you are thinking that you own a small business/startup and don’t need to calculate your website conversion, you are so wrong.

Why Every Business Need to Know its Conversion Rate

If you are not able to correctly calculate your conversion rate, this will affect your business big time. Don’t assume that if you are running a small apparel store online that it won’t affect you much. It is a very powerful tool that offers you a rich insight about the performance of your website and what you need to do in order to make it optimum.

Calculating the website conversion is not that hard and any company can easily calculate it. The main aspect is that what you can achieve it after getting the result. In other words, once you will get how many visitors of your website turned into your customers, for example, what you will do next and what will be your plan of action after this revelation.  

Calculating your Conversion Rate

Finding out the number of visitors that visit your website and actually bought something is your conversion rate. There are two main types of figures that you can get in terms of lead generation and sales. Take a look at the formula below as it is not that difficult to comprehend.

Conversion Rate = Number of Goal Completions/Total Number of Visitors

For Leads

Number of total leads/total traffic of website*100

For Sales

Number of sales/number of visitors*100

End of Story? Not Quite

Calculating the total number of leads or number of sales is required for conversion rate and you need to have a starting point for getting the number. You can select a financial year or quarter for this purpose. This is important as you need to take into account leads which are relevant over the course of time as no company don’t want to include leads which are 6 months or a year old and certainly not relevant right now.

The number of sales is the figure that you need to increase all the time as in actual this figure will make your revenue and profit grow, not the leads. While qualified leads are also important but until you are not able to sell your product/service, no figure is worth anything.

More Conversion Rate Metrics you Need to Keep an Eye on

Website conversion rates are not limited to just the sales figure. Although it is the most important one, other factors can give you a complete picture about where are you standing in terms of traffic coming to your site and what your visitors are up to. Some of the factors that you need to take care of are:

  • Consultation request.
  • Information sought
  • Looking for exact quote
  • Signup for email for newsletter/special offers

The above mentioned list is not complete but is provided to give you an idea that there are more aspects to conversions other than the actual number of sales.

Use of Google Analytics to Track down your Conversion Rates

Many people are unaware of this simple tool that Google analytics provide. The goals feature enables you to set up goals on your site that you want to keep track of specific user activities. But firstly, you need to have a clear idea of the goal you want to measure like sales. Next step is the development of a landing page so that you can get the data about traffic. So it is easy to set up goals that offer you the facility of calculating basic conversion rates.

Tracking your conversions rates and what ROI you are about to get after all that investment is not a hard process so that you need the knowledge regarding rocket science to understand it. But since it is something out of ordinary that people usually don’t use, it comes a bolt of lightning for them.

Final Word

I am sure you are now among those people who see conversion rates and tracking their visitors and ROI as something out of this world. It is a process that will easily fit in your routine once you will do it twice or thrice. Please let me know that what you think about this post. If you have any queries in mind or want to give your valuable feedback, please do so by using the comments section below.

Author Bio :-  Irfan Ak is a digital marketing expert and a blogger. He is a passionate digital strategist. Currently, associated with best SEO Company. He has worked with various other brands and created value for them

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