How Does Paid Search Work for B2B Marketing?

By Hopinfirst 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 Hopinfirst 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

How To Become Google Adwords Certified Professional

By Hopinfirst on September 15, 2018

The use of Google AdWords increasing in recent years. Any digital marketing expert who wants to maintain a decent ranking of websites in the SERP of Google must use Google AdWords without any fail. Frequent updates in Google’s algorithm make it difficult for most of the average marketers to perform different SEO activities and increase the ranking of websites on Google.

You have to perform various actions to manage a Google AdWords campaign, such as

  • Keyword selection,
  • AdWords campaign setup,
  • The creation of dedicated landing pages for websites to attract a large number of visitors,
  • To write one or more versions of ad content and
  • To manage the budget of advertising campaigns and monitor the results, etc.

Every year, numerous marketers enroll in the Google AdWords Certification Program. This course allows them to get familiar with the different tricks of Google AdWords and become a better marketer and ad manager. One must keep in mind that he/she can’t be an expert on Google AdWords by qualifying the certification exam. Expertise in the use of Google AdWords comes from practical experience and practice.

Key Benefits Of Google Adwords Certification Program

#1. Learning The Valuable Knowledge

It doesn’t matter whether you are an SEO beginner, PPC expert, SMO expert, or an average digital marketing expert, if you choose to be Google AdWords Certified, you gain lots of valuable knowledge. In the certification process, you get training from Google, which can help you to boost your SEO efforts and meet the ultimate goals of your web-based business in a short span of time.

#2. Good Relationship With Google

As Google dominates the world of search engines, you and your brand get benefited up to a great extent if you are on Google’s team. After completing the certification course, you can project yourself as a Google AdWords expert, which helps you to gain work assignments from clients and customers all across the world.

#3. Generation of Quick Leads

You must know that Google’s SEO tools are interconnected. So, when you learn about Google AdWords, you get valuable knowledge as for how to use other SEO tools in a proper manner. This helps you to increase your proficiency and knowledge in terms of SEO and make the most use of them for the promotion of your web-based business.

Requirements

  • Sign-up for the program and agree to its terms and conditions,
  • Pass any two exams (one fundamental exam and one advanced-level exam) to get the certification.
  • Google has canceled the requirement of managing a minimum $1,000 ad-spend in 3 months before the completion of the certification process.

Steps To Become A Google Adwords Certified Professional

#1. Google has rebranded the Google AdWords certification program as “Google Partners”. So, don’t get confused and access the website by visiting the link.

#2. There are 6 types of exams

  • AdWords Fundamentals
  • Search Advertising
  • Display Advertising
  • Mobile Advertising
  • Video Advertising
  • Shopping Advertising

The fundamental exam is mandatory for all. You can try another exam as per your liking. The exam lasts for 120 minutes. You will have to answer 100 multiple choice and true/false questions. You need to score 80% or higher to pass the exam. Once you qualify two exams, you become a Google Adwords certified professional. There is no fee to participate in the test. If you fail to clear the exam, you can make other attempts too.

Useful Tips To Prepare For Google Adwords Certified Exam

To pass this test, you need to prepare for it like any other exam and try to have the in-depth knowledge of practical and theoretical knowledge as far as possible. Most of the questions can be categorized into the following categories

  • Basic Definitions
  • Adwords terminology
  • Question related to interface
  • Scenario based questions and
  • Best practices questions

Key Terminologies You Need To Command

Accounts & Profiles, Interface Navigation, Tracking Code, Interpreting Reports, Traffic Sources, Filters, Funnels, Goals, E-commerce Tracking, Regular Expressions, Cookies, Advanced Segments, Internal Site Search, Motion Charts, Custom Reports, Domains & Subdomains, Campaign Tracking & AdWords Integration, Event Tracking & Virtual Page Views, etc.

To prepare for the exam, you can mull joining the classes of digital marketing training institutes. This will help you to qualify the exam.

Concluding Remarks

Before tying for Google Analytics Certification Exam, you need to use the latest version of Google and try to get sufficient knowledge about it. These are some useful tips using which you can easily qualify the exam and become a Google Adwords Certified Professional.

Do you or your organization need PPC Certification? We can be contacted via mail. Drop your query on hopinfirst@gmail.com 

Should Your Business Choose PPC or SEO To Drive Traffic?

By Hopinfirst on September 15, 2018

You know that your online marketing strategy is an essential part of the success of your business. There’s been the never-ending debate regarding whether SEO or PPC is the better option to bring you the highest amount of possible success and traffic.

However, it can be confusing to understand whether you should use PPC or SEO because each relies on a different set of resources, knowledge, and underlying strategy.

SEO (Search Engine Optimization) and Pay Per Click (PPC) certainly have their own set of pros and disadvantages that will be broken down at this time. You will have the ability to see which practice is the best alternative for you and your traffic goals.

Let’s take a look at the pros and cons of SEO and PPC so you can choose the best online channel for your business!

Search Engine Optimization To Drive Traffic

SEO is a great way to improve your online presence and build a strong community with your customers. An Organic SEO strategy can help your business make more money in the long term while driving more qualified traffic with relevant content that your customers find valuable.

The Pros Of SEO

SEO does not depend on an immediate cost, but SEO is not free by any means. Developing a strategy, creating quality content, optimizing that content, and then publishing content can be expensive. It can require an entire team and substantial overhead, but overtime (6-8 months) SEO can begin delivering qualified leads to your site.

SEO can provide long-term benefits to your business because your content will live online and search engines will continue to serve your content to customers based on different searches. This means that SEO is based on the bigger internet strategy of your company.

The Cons Of SEO

The biggest con of SEO is that you either have to invest your time or capital into content and wait for results. It may take awhile to receive advantages that come from using Search Engine Optimization possible. Once you’ve bypassed that initial start-up period with results that are minimum, they will grow more and more.

Another con of Organic SEO is that your online success is at the mercy of algorithm changes that Google and other search engines make. You could be taking a look at an expensive and lengthy procedure when you’ve invested a lot of time at a website that doesn’t search engine friendly. Also you can’t predict how you will rank in search engines. You continue to do so, in hopes to continually process on the position and can stick to the guidelines.

Using PPC To Drive Traffic For Your Business

Pay Per Click advertising for small businesses is a great way to immediately drive qualified traffic to your website. Many companies leverage PPC into their sales strategy because PPC allows you to have more control of the various levers of commerce. You can make changes on keywords, ad copy, and other settings to see immediate changes to where your business ranks on search engines.

The Pros of PPC

PPC provides you with immediate results on search engines, and you can increase your traffic as soon as you optimize your PPC ads. While PPC can drive qualified traffic, each click will cost you money. This means you can spend a lot of money quickly, but PPC allows you to set a budget to keep your spend within a given range.

The Cons of PPC

Even though you can plan when using PPC, clicks may become expensive, and bidding wars can often occur. If your budget is exceeded, as you need to pay for each click, the advertisements are gone and so is the traffic which you would have received from the search engine. This means that your business needs to keep a close eye on your PPC campaigns to ensure you are maximizing ROI for your cost.

Which Should You Choose To Drive Traffic To Your Website?

The marketing channel that your company should choose is based on your budget, goals, and capacity. If you want to become a thought-leader in your industry and build a community around your brand, then you should focus on SEO. However, SEO requires you to have the capacity to create excellent content for your audience. You also need to give your SEO strategy about nine months to mature before you see results.

If you need immediate traffic that is focused on a specific audience, then PPC could be an excellent choice. While PPC will cost you for each click, this marketing channel is a great solution if you need immediate traffic and sales. You will need to keep an eye on the various settings in your account, and you will also need to optimize your landing pages, keywords, and ads to ensure success.

No matter which choice your business goes with, you should be able to drive qualified traffic and boost sales with a targeted internet marketing strategy. Review your capacity and business goals to choose the best approach for your company today!

Key Benefits of Pay per Click Advertising (PPC)

By Hopinfirst on September 15, 2018

Do you know what Pay per Click (PPC) advertising is? Well, this booming structure or process in Search Engine Optimization (SEO) is already present for more than a decade now. It is a business model where companies pay their advertisements only when these generate clicks. Hence the name of the model, Pay per Click. That is the basic concept of this business model. So far, many companies are falling for this new marketing strategy because of the key benefits it provides.

As SEO becomes mature, Pay per Click advertising is also gaining grounds in many companies. Lately last 2015, many marketing campaigns in the Social Media that focus only on PPC. It took the Social Media by storm having many netizens supporting this campaign.

Why do you think the number of companies that use Pay per Click advertising increase every year? It is evident in human psychology that people stay on a specific strategy if they profit more from it. Well, that is the actual reason why people stay with PPC. People appreciated the main advantages of PPC.

The Benefits of Pay per Click Advertising

For those who are eagerly waiting for clues as to what types of benefits PPC can offer their users, here they are:

 

  • Pay per Click advertising is low cost. The advertisement owner will only be charged by the website owner when visitors of the site will click the advertisement. This is way cheaper than paying a bulk advertisement package. Today advertisement packages are quite expensive, and there is a low probability that you can profit from it. With that, it is better to spend less for your advertisements on other websites. Pay per Click is the perfect opportunity to advertise more and spend less.
  • Pay per Click encourages meaningful advertising. Why meaningful? That is because advertisement owners only pay for each time an interested visitor clicks on the links. Each dollar spent for PPC means that the advertisement was able to bring an interested potential customer for the company.
  • In PPC, somebody gets to help the advertisement owner on making people notice the advertisement. The website owner will use help on making the marketing efforts. It is a mutual effort in between the website and the advertisement owner. For the website owner to earn from the click, he or she will bring traffic to the website. Thus, the advertisement owner did nothing but pay, and the website owner does the legwork.
  • In Pay per Click, you can impose a budget. The advertisement and website owners can agree on a daily and any periodic cap for the number of clicks generated. It is very convenient for the advertisement owner, especially if the company is on a tight budget.  PPC is also beneficial for the website owner. He or she can control the effort that will be done daily depending if the cap is reached or not.
  • In Pay per Click, the advertisement owner can view the results of the marketing campaign as early as the next day. That perfectly makes sense because they will be counting the number of clicks done daily. It is very convenient. Isn’t it? Though the speed of seeing the campaign results depends on many factors, the probability of having daily results is big.
  • PPC gives helpful data that allow advertisement owners to confirm the effectiveness of their other marketing channels. The advertisement owner will know the effectiveness of the used keywords through the number of clicks generated from it. That is just one marketing channel among the others that can also be helped by the use of PPC.
  • PPC allows location targeting. This applies to PPC. PPC campaigns can either be in national or provincial levels. This way, advertisement owners can know the exact location of their potential customers.

In the competitive world of online marketing, PPC advertising is an efficient business model that advertisement owners can depend on. What more can you ask for? PPC it is not only budget-friendly, but it also requires less effort from the advertisement owner. To add to that, PPC can be of help to other marketing channels the company manages. Pay per Click is a very simple business model. Fortunately, its efficiency is more than those online marketing strategies present in SEO today.

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