The 5 Most Common PPC Mistakes and How to Avoid Them

Posted by on Sep 24, 2019 in PPC |

Pay-per-click (PPC) is an extremely useful tool – when used properly. However, when not fully and carefully implemented, it can be not only useless but also costly. We have identified the five most common PPC mistakes made by online marketers, as well as some suggestions on how to give them a wide berth. 1. Not Recognising How Your Market Is Segmented You need to know from the outset that not all clicks are alike. Your target market can be divided into three general segments: search, display and social. Search covers those audience members who are actively seeking out information on your brand. Display refers to those who might come across your ad purely by accident, as it displays among whatever content they may be looking at. Then there’s social, which obviously means those people who have come across your content on social networks. They could be searchers or displayers. These segments need to be targeted and measured separately and with tailored approaches. Divide your audience into silos and treat each one accordingly. 2. Not Having a Strategy Doing anything without a strategy usually doesn’t turn out well. To use a fishing analogy, you can’t just throw out your line and wait for a bite. You need to carefully select your bait, put on your waders and perfect your fly fishing skills. You need to know who you’re aiming at, how to reach them and what your exact objectives are in doing so. 3. Using “Broad Match” with Short-Tail Search Terms As we’ve mentioned elsewhere, short-tail keywords seldom render the best results. In PPC, you may want to bid on short-tail keywords anyway. But, if you do, you should never opt for broad match. Always opt for “exact match” and select all available modifiers. This will make your PPC spending far more cost-effective. 4. Writing Bland, Emotionless Content You need to write your copy with your click-through rate (CTR) in mind. Generic-looking content with no emotional hook is guaranteed not to deliver a lot of click-throughs, as there is nothing to entice the reader. Make sure your ad content is attention-grabbing and, most importantly, emotionally charged. Give your audience a reason to click through. 5. Running Your Conversion Funnel without Testing Finally, never ever run your site and conversion funnel without testing them. Use analytics to determine whether it meets all your objectives and is providing the kind of user experience that leads to conversion. Recruit a few test users and check out their responses, make sure that the funnel is working across all devices and check that your analytics are running accurately.PPC is not something you want to gamble on. By avoiding these primary missteps, you can ensure that...

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How to combine content marketing with PPC

Posted by on Sep 9, 2019 in PPC |

Pay-per-click advertising works for various businesses despite their size. It is a lucrative way to get more leads and make more money. What many small business owners get wrong, however, is not combining their content marketing with their paid online advertising strategy. While PPC is a great way to advertise your business to people who are looking for the products and services that you offer, you will get a lot more bang for your buck if it is combined with a content marketing strategy. When you create content based on niche long-tail keywords, advice blogs that educate your customers or how-to guides, you will be able to create different PPC campaigns that are tailored to these pages. One of the quickest ways to throw away a hot lead is to direct them from a PPC ad in their Google search results to the home page of your website. If you sell used sailboats and have articles about buying used sailboats, a 10-point checklist for buyers or how to refurbish sailboats, you can create ads that speak directly to this content. The reason why combining your content marketing strategy with PPC is so powerful, is because people are searching for information online. Very few people open a search engine with the intent to buy someone. A PPC ad can put your content front and centre so that you can start to build a relationship with a potential client, give them the information they need and showcase yourself as a leader in the industry. Contact WSI OMS to help you manage paid online advertising, PPC and digital marketing efforts. Please follow and like...

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5 Steps to Writing Great PPC Ads

Posted by on Jun 19, 2019 in PPC |

Are you trying to sell products online? Then you might be using PPC advertising. Here are five steps to writing great PPC ads: The Headline “On the average, five times as many people read the headlines as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar,” David Ogilvy. Your headline has to be short, succinct and powerful. The headline is what draws people in. If you browse through any of your online content, you will notice that your most popular pieces of content are the ones with the most compelling headlines. Benefits Your ad needs to lead with what your product will do for a user. If you are selling a skin cream, then you might be tempted to go with a tangible benefit such as “gets rid of acne”, but rather think about the bigger benefit, such as “makes you more confident”. Features After the benefits, list the features of the products. If you are selling camera lenses, list everything from the pixels to the retina screen. Solution When writing an ad, you need to take a person from problem aware to solution aware and, in particular, your solution aware before they will consider the deal you are offering. Your reader needs to instantly become aware of a problem they have been having when reading your headline and should end up determining that you are offering the right solution to their problem. A Thumbnail Whether you are running ads on Facebook, Google or YouTube, you will need a thumbnail picture for your ad. Focus on using an interesting, well-shot picture that will get people clicking. Need help with your paid search advertising strategy? Then content WSI OMS today. Please follow and like...

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How To Use PPC Advertising To Build Your Brand

Posted by on May 20, 2019 in PPC |

Have you ever wished that you could flip a switch and have instant traffic to your website? And not just any traffic. The traffic you want needs to be from people who want to do business with you because they trust your brand.   Paid Google advertising, also known as pay per click advertising, isn’t only just for getting traffic and moving products. If your brand is not yet top of mind amongst your target audience, then you should consider using it for branding purposes.   Many companies who use PPC don’t bid on their branded terms. They undoubtedly reason that they would rather earn traffic for keywords of products and services that they offer.  Subliminal brand exposure leads people to act in certain ways and it can have an impact on your bottom line.   When embarking on a PPC campaign to build your brand, you need to focus on making it easier to choose you than your opposition.  If your brand is at the top of Google and you have a clear and compelling call to action, a dedicated landing page, and all the trust signals and easy payment processing tools that website visitors need, you will make it easy for them to choose you.   Don’t make the mistake of always looking for the next niche longtail keyword if you aren’t getting the basics right. Organise the site links in your ad copy according to a potential customer’s level of interest.   Another way to build your brand with PPC is by answering helpful questions. If you are already bidding on your branded terms, take a look at the most common questions related to your products and services that people are asking. Instead of a hard sell, create landing pages that serve an educational and helpful purpose to your website visitors.   Need help with your online advertising or digital marketing? Then contact WSI OMS today.   Please follow and like...

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3 Reasons Why Your PPC Ads Are Failing

Posted by on Apr 16, 2019 in PPC |

While pay per click advertising is certainly not easy, at the same time, there are a few simple things you can do to make sure your ad campaigns are working. However, there are a number of common pitfalls that lead companies to abandon PPC. Make sure you are not doing any of these things:     Too Many Keywords   We have seen PPC campaigns for a very specific service, such as a plumber or another professional service such as an accountant, with thousands and thousands of keywords. Many of these keywords have low search volumes and it makes PPC account management very ineffective. What you need to do is focus your campaign on keyword niches that are highly targeted and optimised, or else you will have many rubbish keywords that only generate poor traffic quality.   If you have a very large product portfolio, then you may need lots of keywords. For the most part, work with selected, targeted keywords for the best results.     Not Using Negative Keywords   You may think that match-types of your keywords are enough to ensure good traffic quality, but you must ensure that you have negative keywords in your campaign. Many campaigns only have a handful of negative keywords, but you should be building your negative keyword list on an ongoing basis. Use your website analytics to see which negative keywords are sending people to your site and include these in your negative keyword list.     Lack Of Using The Full Repertoire Of Ad Extensions   An ad extension allows you to show extra information to the user who is searching for your product. These ad extensions can be things like for instance: A bullet-pointed list, Call out extensions, An instruction snippet, and/or Your location, among other things.   There are so many different things that you can show your users which will help them to decide to choose you over your competitors. Need help with your pay per click advertising? Then contact WSI OMS for online advertising services today. Please follow and like...

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Using Gmail Ads? Make The Most Of Your Headlines!

Posted by on Feb 13, 2019 in PPC |

If you have not used Gmail Ads before (or if it has been a while), these ads appear as unread emails in a person’s Gmail account with a little green “Ad” sign next to them. It is a great way to boost brand awareness and make sure that your message gets in front of your target audience. One thing that many people get wrong is the headlines they use for their Gmail ads. PPC specialists will know that any headline can make or break a paid search strategy, but it is even more crucial to get this right in Gmail ads.   Character Limits Keep the character limits for headlines and descriptions in mind when you craft your Gmail ads. The headline can only be 25 words and the ad’s description is limited to 90 characters. As you can believe, it can be incredibly hard to write a compelling headline and description with so few characters.   What To Write Avoid using copy that sounds like an ad. Your Gmail ad headline should read like a Gmail subject line, so writing “50% off! Free shipping. Unlimited products!” will not get people clicking. Instead, write something such as “We are giving you half price off on all our online goodies”.  The subject line should read like a natural email that a supplier, vendor or client would send you.   Use Emojis According to research by mobile marketing platform, Leanplum, emojis can boost open rates with 254%. You may not often use emojis in your ad campaigns, but Gmail ads are a place where you should consider it. However, only use emojis if they are directly related to what you are offering.   Need help with your Gmail ads or PPC strategy? Then contact WSI OMS today. Please follow and like...

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