Category Archives: Pay Per Click

SEO OR PPC SERVICE, WHICH ONE WOULD YOU PREFER IN 2016?

internet-marketing

The Search Marketing History

Search marketing services have come a long way in their more than a decade long journey. There was a time when marketers had no other alternative but to personally go around and search physical locations for customers who can buy their product/services. But with the advancement in the tech world, everything is now available at your fingertips. With almost every business information available online, it’s now more about how you present yourself since your online presence is just an extension of your entrepreneurial venture. This sudden search transformation from offline to online has resulted in businesses hiring professionals, who can optimize their online presence to take it to the top of the search table. This is where search marketing services like SEO and PPC come into the picture.

The Defining Moment

SEO and PPC services are more or less two sides of the same coin, which can be leveraged with the sole marketing intention of attracting the online crowd to your site. Online searchers are now getting more priority than the age-old marketing strategy of physically tracking down customers. Many large set-ups and even SMEs are now heavily investing on their online presence so that more than 81% of active users can easily find their online business location in the search engine domain. So if you rank ahead (on the top of the search results) of your competitors in these random online searches then you’re increasing the possibilities of attracting more crowd to your website, which in turn positively impacts the bottom line of your business. This is the basic premise for which businesses hire professional SEO and PPC services in the first place.

SEO services not only enhance the quality of your website but also help your online presence to rank higher in Google’s organic searches. On the other hand, the PPC methodology revolves around paying for ranking on certain search terms, wherein you pay for every legitimate click that you receive on your online ads. Since both these services serve the same marketing goal, how do you differentiate one from the other? Here’s how.

How do they work?

An SEO professional works smartly to increase your site’s organic search rankings, which in turn means not only enhancing the quality of your site, but also adding to your visibility. SEO is like a long time investment deal that may not produce results quickly. It is more of a slow and gradual process that can test your patience levels. So when you’re hiring an SEO professional, don’t expect to just jump ahead at the top of the search ranking table. With the increasing demand of quality SEO services clearly outnumbering the others in the supply chain, the challenge to rank higher in Google searches is getting even bigger with each passing day. In spite of it being a time-consuming process, there’s no doubt that quality SEO services do increase your brand authority and the overall quality of your site. So if you’re looking for SEO services as a long term investment, then all you need to do is take the bait.

Unlike SEO services PPC methodology is quite different but can be as effective if used well. PPC services focus on a completely different aspect of marketing, that too with some good effect. The main goal of PPC is to focus on certain keywords based on your target audience. With the right strategy in place quality PPC services ensure that you rank ahead of your competitors, preferably on the first page of Google’s paid searches, which can be achieved in a day’s work. But it’s not so easy to achieve those results quickly and that means you will need to track the progress of your PPC campaign on a regular basis.

Now, Pay the Price

As they say, quality comes with a price. PPC in comparison to SEO is quite an expensive service model which can cost you anywhere from a few pence to more than $50 per click. But it is indeed an effective service model that’s heavy on your pocket. With more takers (about 850%) for organic searches, hiring PPC’s paid services may not eke out the desired results. But when it comes to results, PPC service model scores over SEO services in ensuring higher conversions; within the range of 1.5x more than your regular organic searches. This is the reason why most businesses get attracted towards high conversion marketing schemes and hire a PPC or SEO service model, while completely ignoring the decrease in the organic traffic to their site.

On one hand, you can expect your well-marketed SEO campaign to be 500%  more effective than PPC services. On the other hand PPC can provide you with both, short and long-term solutions, which again completely depends on the way you are handling the marketing of your product/services. Amongst the two service models, hire PPC services not only for instant results but also for appearing on the first page of Google’s multiple keyword searches. But with so much on line, you will have to ensure that you’re hiring the right PPC professionals who not only add more value to your search rankings but also to the bottom line of your business.

Which one would you prefer in 2016?

While making a choice between the two service models it all boils down to one thing – what’s your current business requirement? Besides that, Google’s competitive search ranking environment makes it that much more difficult to pick any one service model. So, you can opt for an SEO service model, if you’re looking for long term investment, or else select a PPC service model if you’re searching for an instant marketing solution. For best search marketing results you can even choose to combine SEO & PPC service models. So, which one of the two search marketing services would you prefer to use in 2016?

THREE DEADLY B2B PPC MISTAKES OF 2015 THAT YOU CAN BETTER AVOID IN 2016

pay-per-click

There aren’t any such visible differences or magical formulas when it comes to approaching a certain B2B or B2C PPC campaign. It’s all about time and how you go about implementing your business strategies that eventually have a final say in the outcome of your B2B or B2C PPC campaigns. But having said that, PPC managers find B2B process a bit more time consuming than initiating a B2C deal. So, if you have similar B2B PPC concerns then you need to ensure that you’re not repeating these three deadly mistakes that spelled doomsday for several businesses this year.

Pre-Click is fine but what about client’s Post-Click concerns?

Deadly Mistake No. #1:- Picture this… You’ve done all the hard work, from setting up your client’s B2B account to filling out forms for testing the basic conversion process and made sure everything’s looking great. And then you forward an email for the client’s approval still thinking that your client is more than likely to approve the same. And suddenly you receive a mail from your client asking you to be more concerned about bringing them those potential leads that convert. So, what went wrong? You got them the leads, but your client simply wasn’t getting the results that they expected from you before hiring your B2B PPC services.

Solution:- Well, all you need to do is, start revisiting your Client’s Post Click process. That includes, overseeing the process of how your B2B clients are actually handling those potential leads generated through your campaign. And if you think that the client is not using them properly, you need to tell them frankly that you’re not quite happy with their lead conversion process and that they can come back to you after they are thoroughly organized with their process.

Are you expecting too much?

Deadly Mistake No. # 2:- What do you do when you happen to find yourself in trying circumstances? You start arguing with your client about what can be done in a particular scenario by saying, ‘Let’s give it a try and see what happens’. While nothing’s really wrong with you becoming so optimistic in your expectancy about a positive outcome, this over-optimistic attitude tends to backfire most of the times.

Solution:- When a B2B client subscribes to your PPC services, you need to ensure that your clients know what they can expect out of you. You need to have some beforehand information about your client, who just hired your B2B PPC services.

  • Are they venturing out for the first time or are they launching some new product/services?
  • Do they have any past agency experience?
  • Whether it’s the first time that they are hiring any PPC services.

This information is invaluable because you both want the leads to be workable so that it saves you time, isn’t it?

Ad spend shocker!

Deadly Mistake No#3:- Just imagine – one of your old clients with an unlimited ad budget, out of blue, just called in to get a quick update on their current Ad spend. This may just shake your belief system but stuff like this does happen in this highly competitive business environment. Don’t worry, you’re not the only ones at the receiving end. So what can you do to avoid such scary situations?

Solution:- To avoid such situations you need to communicate better with your clients. Don’t take them for granted on the basis of their past business relationship with your firm. Let them know how much ad budget fits your B2B PPC campaign’s requirement? And if they have allocated unlimited ad budget, then just ask them how much is too much for them so that they will always be in the know how. Especially since it’s all about the money, honey!

The Important Next Step

At the end of the day, to err is human but as a business professional, you need to move on and learn from your past mistakes so that there’s a lesser possibility of you repeating them in future. This is an important next step for you to follow in the year 2016, since it can directly hamper the bottom line of your business, as many firms experienced it in the year gone by.

Need help with managing your paid campaigns? Let our PPC professionals guide you. Just email us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free. And, do not forget to check out our PPC packages.

DISPLAY ADS VS NATIVE ADS

advertising

Native advertising is growing rapidly. As more companies are trying their hand at this ad format, the spend allocated to other channels like display will continue to shift towards native advertising. But since your decision has to be based on the ROI (Return on investment), it’s better to determine which channel will be more fruitful for your business.

What is Native Advertising

Advertising that matches the form & function of the platform on which it appears. In other words, when a company has its content featured on a publication website it’s called Native Advertising. Nowadays publication websites offer special “native advertising packages” where they cleverly add a product or two at the end of their content. It provides advertisers with fruitful results since the engagement rate of such ads is much higher than any other ad channel. Along with a higher conversion rate, they also get branding of their product and company.  On the other hand, publications are also happy because they get to make decent money without distracting the users with numerous flashy and annoying ads.  So overall, a win-win situation for everyone.

What is Display advertising

We all know what it is, but because I defined native advertising earlier, it will be unfair to not describe display ads. So here goes: It comes in numerous forms including banner ads, rich media & more. Display advertising relies on images, audio or video to convey the message to the consumer. Display advertising is widely used for reaching out to customers who are at the beginning or at the middle of the buying funnel. Display ads have evolved into many forms and the format is still growing in every market. It has witnessed a 33.2% hike in Asia, 48.2% in America & 10.4 % in the European market.

Both the channels have a lot to offer but understanding what kind of Return on Investment to expect from these channels will help you in allocating your ad spend wisely.

The ROI of Display Advertising

It has been estimated that display ads will touch a new high of 42.5 billion dollars at the end of 2016 & will escalate further to 60.4 billion by 2017. The reason behind this continued escalation in display ads is its effectiveness in pushing people down the buying funnel.

When customers are just starting their purchase journey, they are totally unaware about your product, company and the offerings. So first you need to create brand awareness and display ads are best suited for this purpose.

Once a customer has an idea about a product or a clearer picture in his mind, he moves further & reaches the middle of the buying funnel. Here, the customers are informed, but they need more specific information about the product before doing business with you.
By focusing your display ads on educating the customers about the company and the product at the middle of the buying funnel, you’re luring the customers to your doorsteps.

And by the time the customers reach the end of the buying funnel, they are fully informed about your products and offerings, but a little confused between you and your competitor. So a little push is required here & display ads, that are specially crafted to target the customers who are at the end of the buying funnel, can work wonders.

Now measure the leads, the cost of generating those leads, branding and the increased revenue for your business. The funnel approach is the most accurate way to measure the actual ROI you will be getting from display ads, since you are generating demand for your product & then moving the searchers down the purchase funnel.

The ROI of Native Advertising

Unlike display ads, native advertisements are best measured by the engagement rate.

Native advertisement first engages the customers by great content and then presents the product at the end of the content, like a dessert. Content for native advertising is created keeping the product and its features in mind, so that it sets a theme from the very start and by the time a customer reaches the end of the content, he assumes that the product is at least worth a shot… well mostly!

It has been proven that native advertising elevates the purchase intent by 18%. It also receives 52% more engagement as compared to banner ads. However, the engagement rate & the number of the people converted will depend on the content & the publisher you choose. A recent analysis report revealed that when Virgin Mobile decided to do native advertising on BuzzFeed, and they received a whopping 1.1 million views.

Conclusion

Right now native advertisement seems to outshine display ads, but the competition is close. So overall, it will be best to use a perfect blend of both display and native ads because it’s always good to experiment with your marketing strategies as it helps you in determining what works best for YOUR BUSINESS.

Need help with Paid Advertising? Do check out our Pay Per Click packages. For more details, write to us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free.

HOW TO IMPROVE THE EFFECTIVENESS OF YOUR LANDING PAGES BY USING ADWORDS SCRIPTS

landing-pages

As they say, any landing that you can walk away from….is a good one! Well, you don’t want that to happen with your official landing page, right? But if you’re not carefully monitoring your existing landing page woes then you’ll have only yourself to blame for it.

A better approach would be to check all your site URLs for any kinds of errors; especially ones like 404. And if you’re on a look-out for some other options then you can leverage Google services for better results.

Besides that, you could easily have pages without any 404 error, but it is up to you how you use these pages in your ads. For instance

  • For your Out of Stock products
  • Sold out Concerts or canceled ones.
  • Hide your Old web-pages
  • To hide your web Pages with out-of-date messaging like “Thanksgiving” or “Black Friday Sale.”

At eBrandz, we can provide you with smart & affordable landing page solutions. Our satisfied clients are more than happy to testify for the same.

How do you do it? Well, you have to run the script for a particular phrase or set of phrases and look for queries such as out of stock or unavailable. The script then crawls through each URL source code and searches for similar queries. If it manages to find one, then it means that the page is bad.

You can start by searching for phrases that your website uses. Do a double check for source code of good and bad pages so that you don’t end up on a bad note.

You can also include HTML tags to run the script for a particular phrase(s). Also, messages like “0 available” could easily be mistaken for a page that says “10 or 100 available”. So you need to be a bit careful on that front and when you know what you want, just copy the script into your AdWords account and change your settings as below:

  • Start with messageToCheckForwhere you need to come up with the source code of the phrase(s) that you’re currently searching for. And if the messages found here are similar to the URL’s source code then that particular URL will be treated as a bad one.
  • If you set trimAtQuestionMarkas true, then all your URLs are doubtful and anything after that will be removed.
  • typeasks your permission tocheck your ads or keywords for any such bad URL
  • recipients are your email recipients. So, when bad URLs are found, they will be sent to all the mentioned email ids. If you don’t want that to happen then you can leave out that option.
  • campaignStatus is to know the status of your campaigns.
  • adGroupStatus is to track the status of your ad groups.
  • status is the status of your ad/keyword itself.

Additionally, you can even run the script once to check or organize a schedule to run it on a regular basis.

Also, through Google AdWords script, you can check only 20k URLs on a daily basis with the script running out of time before reaching the mark. But if you’re loaded with URLs for the script then it’s probably a great idea to avoid these limits by making use of API services.

If you’re still short of some smart solutions then you can email us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free). Our sales reps will get in touch with you within 24 business hours.

HOW TO IMPROVE THE EFFECTIVENESS OF YOUR WEBSITE’S LANDING PAGE

landing-pages

A lot of R&D is involved in creation of a successful PPC campaign. From Researching – to selecting keywords – then Organizing those keywords – and finally setting up PPC landing pages that are optimized for conversions. All the above steps are carried out just to receive a “click” from the targeted audience. Whether you’re a B2B professional or a B2C client, the PPC methodology remains the same except for the long lead time, complex purchases, and different content approach.

Depending upon the requirement of your existing client, the PPC landing pages are set. Of course, it’s all done in search of that elusive click. You may be following some of the best PPC practices and that’s all you can do – Things work out sometimes and sometimes they don’t seem to work for you as is the case with the three B2B PPC landing pages below.

#1. Decreasing the efficiency of your landing page with multiple CTA’s

If one CTA can do the needful then why use three CTAs! This was the case with one of the clients who crowded the landing page with three CTA buttons. Request a Demo, Contact Us and Free Trial somewhat confused the visitor whether he should actually go for the demo or directly contact the site owner or ask for a free trial. This in-turn, became the major drawback of his existing landing page.

b2b-landing-1

Things started to shape up positively when the client was told to remove the two CTAs on top and go with a simpler CTA option. This brought about a change in the landing page functionality which showed instant results, where the prospective leads shot-up by 200%. That too in seven working days! In fact, more visitors filled up the free trial form rather than interacting with other actionable options on the landing page.

Hence, a more feasible option would have been to do a formal test via Google Analytics to check the efficiency of the landing page.

Your Actionable Takeaway:-  This shows that following best practices doesn’t always get you the results, but testing provides you with more insights.

#2. Depriving your landing page from the most actionable asset

Whether you are a B2B or B2C set-up, your company’s phone number is the most important actionable asset that your landing page can have. And depriving your landing page from this privilege can have serious repercussions on the bottom-line of your business.

b2b-landing-2

As the client who swapped its company’s phone number on the top corner with social media buttons sans a great social media presence, found out. But after a little contemplation, the client moved the social buttons on the top to make way for the company’s most important actionable asset i.e. the phone number. And the client brought about this change without testing it out.

Your Actionable Takeaway:- Businesses need to have a solid reason behind the changes they bring about in their sites.

#3. Depriving your landing page from trusting credentials

An actionable landing page for an accredited training institution must include some trust signals through which the consumer can trust your business credentials. And if you are depriving your landing page of such trusting credentials, it can possibly result in trust deficit among your website visitors.

b2b-landing-3

Hence, burying or side-lining such important business information can possibly do more harm than good. After testing out Unbounce’s professional landing page template, the client added some trusting credentials along with moving the accreditation to the front-center part of the landing page of the site.

Your Actionable Takeaway:- You must equip your site’s landing page with trustworthy credentials depending upon the nature of your business. And still if you have any doubts about the feasibility of such an option then you can always take the advice of professional experts or even hire one of yourself.

Conclusion: Irrespective of whether you are providing a B2B or B2C online solution, always design your landing page on the basis of your business requirements. And as per your requirements, you must include additional actionable assets on your landing page without fidgeting with your company’s most important actionable asset i.e. the company’s phone number. Consider any such changes in your landing page only after testing them out first and if you’re not sure then kindly seek the advice of a professional expert regarding the matter. Always remember that designing of your landing page is an important first step towards realizing your entrepreneurial success! You would want to put your best foot forward. Isn’t it true?

And if you are still not getting those results then you can always ask for assistance on landing page design from us. Email us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) to get in touch with our reps.

ELECTRONIC AND NON BRANDED TERMS DOMINATING THIS YEAR’S GIFTING SEASON SO FAR: AN ONLINE STUDY

holiday-keywords

Celebrations have already begun, especially with Thanksgiving Day about to hit the town. As online shoppers are getting busy as ever ordering their stuff. A lot of E-commerce sites such as Walmart, Best Buy, Target and Macy’s are smiling their way to the bank. If HookLogic‘s recent Online Retail Sales Report is anything to go by then there has been a huge surge in E-commerce activities in the past week, with electronic and home decor items topping people’s wish list.

Thanksgiving Day may hit in a week’s time but there’s already a surge in users’ online activities. Especially where stats from November 9, 2015 to November 15, 2015 are concerned, the total views of product pages grew to the indexed value of 133, which is 33 more than the benchmarked value of 100. And last week was nothing different with the online tally touching 107. The online searchers are converting big time, taking the average conversion rate tally to 155 which is a big improvement from the previous tally of 112.

hooklogic

Besides that, the non-branded keywords searches dominated this year’s gifting season with “TV” heading the search list and “Laptop”, “Christmas Trees” and “Tablets” following suit. “Boots” which featured as the top entry last week, generated a lot of interest with “women’s boots” making it to people’s top online search list so far.

On the other hand, online shoppers were very much in awe of home decor items such as “Bedding”, followed by “Curtains”, “Rugs”, “Vacuum” and “Lamps”.

top-20-search-terms

Continuing last week’s trend, online traffic from mobile devices still dominates the search scenario with smart search tally accounting for more than half of the searches, as compared to desktop searches which garnered only 49% of eyeballs.

So, if you want to capitalize on online traffic, do not miss out on checking our SEO and PPC packages tailored for businesses like yours. Write to us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) to find out how we can help you.

LANDING PAGE OPTIMIZATION & ITS EIGHT FUNDAMENTALS

landing-pages

With every passing year, the manner in which positivity perked up amongst users and the conversion rates have metamorphosed markedly.

If we look back, customers were easily drawn in by a flashy banner advertisement. But not today, as their eyes are open wider and backed with ad blocking software.

Today, you’d have to lure them in an intriguing yet sophisticated manner.

You’d have to dive deep into their brains to find out what keeps ringing around. In order to do so, you’d need to get the hang of some industry techniques that’d allow you to create landing pages to convert people by connecting with them.

Customers are drawn in by landing pages. And these landing pages that secure success don’t stretch along a single path. They have numerous parts. If you’re unaware of these or are overlooked, you can skid on the road to success that’d lead to a stalemate. This would only minimize customers and accordingly, their leads that’d draw in more.

Let us now see what each of the eight parts have to tell us about optimizing landing pages.

1) Headline

An appropriate headline will assure customers of the targeted page being the correct one. A crisp, relevant headline will have the customer glued, making him read the entire content out of interest. They shouldn’t mirror the page title tags. Instead, it should indirectly relate to the searches & keywords that you’ve pinned in.

2) Design

Artistry and concepts come into play as we lay emphasis upon the conversion rate. Each customer has his own perspective while viewing pages and products. Therefore, we should come up with designs that hatch extensive views.

Let us look at the three principles.

landingpage1

Potential of Human Presence

People certainly do catch the eye. A bit of make-up here ‘n’ there along with fancy clothes draw in open eyes from all corners. And a product in the hand or on the foot would give rise to anxiety. This way, you’d end up gathering traffic on your website.

Lines and Markers are a necessity

‘Diagonally left, on top or at the bottom right.’ Lines on the website allow you to sway and steer the human eye as per your desire. If not for these pointers, the CTA can also turn heads to towards the targeted features.

Contrasting Consequences

landingpage2

In order to have features linger on in the memories, you need to make them remarkably noticeable. For that you require contrasting elements that highlight not only your product but also other aspects.  Usage of contrasting colours on and around the CTA would add upon the effects, helping you catch the eye of the customer.

3) Coherent Content

Content is quite an essential element that one needs on their website. But, you cannot scribble your way to glory while you try connecting with customers. Too much of content, and you’ll have your page turned right away. Bring about simplicity in every topic, and make sure you answer every question that comes your way in an enduring fashion. This way, customers would engage and build up a healthy relationship.

Now, as we see on shopping websites, a copy stating limited period for a spectacular sale works wonders. Also, testimonials and blog with a good word of mouth bring in customers with a smile. A similar scenario would do well on your landing pages as well

4) Pertinent Forms

The human brain is wired to minimize cost. This cost might come in the form of actual money, or it might be something as simple as extra fields in your form. Minimal cost is what every human brain looks at. And while filling up a form, a few extra pockets to pen down would cough up some question marks. Hence, avoiding a decrease in conversion rates can only be done by keeping your form precise, without extra fields to fill up. As you proceed, you build up a healthier relationship that enables you to gather more information.

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5) Call to action buttons

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Call to action buttons tail along a message. And the message that we portray must be a positive one to have customers clicking upon the call to action button to build up a new relation, that’d allow us to hold on to them for prolonged periods.

There should only be one CTA button. A diversified set would only lead to all five fingers pointing out at each one out of confusion.

6) Analyse Adversaries

Glance upon naughty neighbours to seek ideas and methods in which you can improve your brand’s page. This way, you could outfox them in numerous ways.

While doing so, you can make use of technology. Usage of technology would give you a clearer picture of ways being used & the methods you can make use of for progress.

Each feature like headlines, CTA styles, colours, etc. can be gauged upon for a wider range of ideas that’d line up as options.

7) Include Eye-tracking

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Eye-tracking tells us exactly where & what people are looking at on the screen (web page). This advanced technology gives us a perfect insight on customer vision while facing the monitor. This would lend a hand at telling you which part on the web page was being stared at by the customer, and for how long. This would help you make the necessary changes that’d ascend your web page’s stature.

8) An A/B Measurement

A measurement is what is required in order to put forth a progressive step. An A/B test is a must for successful Landing Page Optimization. These two options, once measured, would showcase results that’d leave you engaged upon the one that brings about a better result.

To see the results, bifurcate visitors into two sets, with one testing option A and the other with option B. Once done, you can then compare the characteristics of each one, and permanently show the better one the way to the big stage.

While you do the testing, you need to thoroughly adhere to these small details and rate them accordingly. The overall layout with the designs, content with its type of font, heading style and the amount of copy on the page.

Conclusion

If a customer making a purchase or filling in membership forms is what you want, landing page optimization would get you just that. It ascends online engagement that brings about customer conversion.

Numerous pages in the present era have a large scope for improvement. The conversion rates witnessed by quality pages is around the 5% mark, with an otherwise average of 2.35%.

Always keep a track of your landing page and seize every opportunity for improvement that comes your way. Subsume all or either of these 8 LPO fundamentals and see if they plug into your landing page.

If you need any help with creating compelling landing pages for your website, do check out our Landing Page Design service. Alternatively, you can email us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) with your requirements.

THE CUSTOMER MATCH FEATURE BY GOOGLE: IT’S FUNCTIONING

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Google in the present era never ceases to amaze us. And its Customer Match feature does just that. Advertisers use this to draw in the set of customers who they couldn’t attract earlier. Uploading of email addresses upon Google is all that they have to do.

And amidst Google’s privacy implication debates, this feature has put light upon the custom-fit audiences sewn in by social media spheres.

And Custom Match, as this very juncture, is pinned up on YouTube, Search, TrueView, Google Display & Gmail, all of which are Google’s towering products.

Know how it works?

Before you kick-off, you’d need a list that’d count in a minimum of 1,000 customers who could be targeted. In this, the anonymity is bound to increase not only for the advertisers, but also for the customers.
Google will then match e-mail addresses with Google logins with the same e-mail address. This would take place once the advertisers upload those e-mail addresses into the Audience tab in AdWords. Every bit of the gathered data will be discarded once mirrored or correlated.

Let us now cast our eyes upon customers that need to be targeted.

Its Primary Purpose.

Out of the flock of functions that it has, we’ve hand-picked four of the most important ones that’d foster advertisers.

1.      Retrieve Customers

Old customers who’ve lost their way could be directed back onto your site, igniting their marketing intent.

2.      Sideline Current Customers

While we talk about customers, the sufficed lot could be excluded if you wish to promote new products using new non-brand keywords onto new pastures. Each of the functions for this would be connected to your e-mail list.

3.      Cross-Selling among Existing Customers

To append products upon those that are already purchased by your customers is what you can do with Custom Match. For example, a customer with a newly purchased motorcycle could have ads or reminders about ‘bike services’ popping up in the form text messages.

4.      Binding Loyal Customers with Similar set of Customers

Loyalty is an essential aspect when it comes to business growth. Custom Match helps you to draw in adherent customers by looking for those with identical characteristics. Right from their liking, to browsing behaviours, similarity in keyword searches & other circumstantial pointers.

The 4 points mentioned above are ways to target customers affiliated with the features & its creativity, bids etc. that give rise to profitable marketing. But as we look at the brands around us, each one has their own genre & trait and would distinctively plot their respective outline.

Personalisation certainly gears up advertising plans, and Custom Match is something that’d mould matters without any malice. Try it right away.

For more information, you can email us at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free).

HOW TO DO PR CRISIS MANAGEMENT BY USING PPC TACTICS

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The reputation of your company comes before anything else and in a crisis like situation it’s better to speed up the recovery process and while you may think that you are left with limited number options then there’s where some PPC tactics can do wonders in the process of restoring your company’s online reputation management.

It certainly helps your cause, when you have an in-house team which constantly monitors your the paid search accounts  and also keeps a tab on the proceedings so that the urgent issues are taken care of at the right time and speed up the recovery process.

Check out these four as a part of your PPC tactic to deal with PR and ORM issues

 

  1. Search for new Keywords

So, when you find yourself in a PR crisis, then the first foremost thing that you need to do is to target new sets of keywords. This will not only open up a whole new world of opportunities (in terms of targeting new potential customers) but will also give you some breathing space (in terms of improving your search rankings).

  1. Tweak your sitelinks

Moving Further in a PR crisis, you may consider boosting your sitelink strategy. This can be achieved by linking your site with some corporate charity webpages, client’s testament or issuing a blog statement defending your company’s stance on the recent controversy.

You can use this approach for your branded campaigns but if you happen to find yourself in the controversy a little longer then you can simply modify your existing sitelink campaign by following best practices for relevance and AdWords policies.

  1. Fine-tune your Ad messaging

In case if you have no clue about how to handle a PR crisis then it’s you can hire a professional PR agency to do the needful on your behalf. Ensure that you are in the loop and direct your internal and external PR teams to speed up the process of recovery.

Let your PR team work on fine-tuning the PPC ad messaging, analyze the proposed ad structure and make sure that all your communication channels are working in tandem to bring about a positive change.

  1. Highlight your positive side

Highlight the positive initiatives or specialization or achievements or milestones that you and your firm may have achieved since its inception. You can prioritize the list after going through a brainstorming session with your client so as to ensure that you haven’t left any stone unturned. In the process, you may leverage your callout extensions as well.

Having said that, it’s better to start early then fill up holes later. But if you do find yourself in such a situation, you can find more ways of reacting to such crisis like situation by simply doing a Google search about it. But in case if you do need some help, these tips are more than handful.

So, if you’re looking for help with Pay Per Click for your business, check out our PPC packages and let our professionals do the work for you. Alternatively, you can email sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) for assistance.

LET GOOGLE ADWORDS DO THE TRICK

Hello there! Today we’ll talk a bit about what AdWords can do for you. If we look around the world, all businesses are on the lookout for customers, clients, audiences & visitors. In order to achieve your target, tracking the ideal set is essential. In order to so, businesses look for data that clearly explains every element clearly. Some might look at it as ‘business intelligence’ or ‘personas’, but not all the data that comes flying in is as simple of actionable.

And that’s where Google AdWords comes in. A business bonanza.

AdWords bring along a flurry of features for search and display, in addition to retargeting campaigns like demographics, geography, ad schedules, as well as an innumerable army of audiences & display targets. And these targeting features can be put to use in three distinct ways:

  1. An actual target for your campaigns. For instance, search campaigns can be used to target only the retargeting audience of a certain city for a specified time frame.
  2. A target and opportunity to modify bids by target. With pertinence to the earlier point, you can run display campaigns targeting the same region and gradually turn your head towards other cities or neighbouring towns. For example, you could step in with a -20 percent bid modifier for males and people in the ‘SEO and SEM service’ in the market audience.
  3. A data filter by target feature has the ability to modify bids. You can not only run such campaigns for a selective region, but extend your hands upon a set of other regions as well. You can set the extra regions as ‘bid only’ targets.

Your eyes & mind need to wide open for the last point, that’s the most important. The most uncomplicated way in which you could understand a particular segment’s comparison to everything else with respect to its performance is by setting a target as ‘bid only.’

What Kind of Data Can you Gather from AdWords?

Data can be analysed and obtained for location or geography and for retargeting audiences with the help of both, Google Search and Display Network. With its relation to age & gender, affinity or in-market audiences, interests, topics and placements, Google Display Network also provides a clearer perspective on its data.

Age and Gender

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Location

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Ad Schedule

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Setting Up of Data-Collecting Targets.

Firstly, the application of the aimed target at the campaign or ad group level is essential. Ad Schedule and Location do not possess a manipulative ‘bid only’ option. You could instead, apply all of the segments you wish to a pull data form, letting the bid modifier be at zero.

When the question arises about turning this on or off, demographic targets & other audiences come into the picture with these distinct options that you could make use of.

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AdWords Editor lets you handle everything in bulk and simultaneously across multiple ad groups.

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Time to Take Action as we Conclude

Data can be analysed or action can be taken the very moment your targets are set up, and allowed date to be accumulated with these filters. An increase or a decrease in bid modifier percentages can influence a particular target’s performance. Hence, usage of bid modifiers in AdWords can make functionality a tedious task.

If you’re notified about the noteworthy progress of data collecting ‘bid only’ targets, the other options would do a whole lot more than just influencing a bid. Creation of a new campaign or ad group is sure to elevate this component. Once that’s done, apply the ‘target and bid’ function to confine impressions for that particular target.

So, if you’re looking for Pay Per Click services for your business, check out our PPC packages and let our professionals do the work for you. Alternatively, you can email sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) for assistance.