The Lowdown on Paid Advertising – Part 1

Posted by on Mar 14, 2017 in PPC |

To leverage social selling strategies to develop your reputation and generate new leads, you can use paid advertising. PPC (pay per click) essentially allows you to “buy” visits to your website by bidding for your advert to be placed in a search engine’s sponsored links. Each time one of your ads is clicked, you pay a fee.   PPC on Google When you search for something on Google, you generally see two kinds of results on the page: Paid adverts at the top or bottom of the Google search results page. The order and positions of these ads is determined mainly by: how relevant and useful the ads are the advertisers bid on the keywords used in a user’s search The rest of what you see on the page is called organic search results – unpaid links to websites with content related directly to what the user searched for. The more relevant the site is to the search terms, the higher the link will appear on the list.   Using AdWords Because Google is such a popular search engine, their AdWords platform is also the most popular PPC advertising system. If you are an AdWords advertiser, how much you are willing to pay for your adverts will normally have an impact on where your ads appears in relation to other ads when a user searches a term. Advertising online using AdWords helps you reach the right customers at the right time and all within the budget you choose.   Leverage the Power of PPC Are you interested in using paid advertising to increase your position on internet search results in order to prospect for new leads? WSI OMS has years of experience and international collaboration to enhance your results. Contact us for more information. Please follow and like...

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Pay Per Click Advertising: The Importance of Negative Keywords

Posted by on Feb 2, 2017 in PPC |

When it comes to digital marketing, and specifically pay per click advertising  everyone acknowledges the importance of using strong keywords. However, very few are aware of the importance of including negative keywords in these campaigns. What are negative keywords exactly? Negative keywords are buffers that will help to prevent your paid ad from showing up on irrelevant search queries. For example, if you are a company that sells car insurance exclusively, negative keywords to consider would be ‘health’ or ‘business’, to prevent your ad from showing up to people who are looking for health or business insurance. By choosing the right negative keywords, you can save yourself hundreds of rands every single week. Instead, use your budget to reach people who are looking for the products and services that your business offers. Quick Tip: If you are unsure about the types of negative keywords to include in your Google Adwords campaign, you can view the keywords which triggered your ads to appear in the past. From there, if it is obvious that certain people were served your ads in an irrelevant search, you can craft negative keywords that will stop this from happening in the future. Just click on your ‘Campaigns’ tab, followed by your ‘Keywords’ tab and then the ‘Search Terms’ button. Do you need professional assistance regarding your pay per click advertising? As leaders in the digital marketing field, the WSI OMS team is here to lend a helping hand. For more information on what we can do for you, please do not hesitate to get in touch. Please follow and like...

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Using Pay Per Click advertising to get into inboxes

Posted by on Oct 12, 2016 in PPC |

Promoted social posts and search ads are effective ways to get the attention of new customers, but getting into their inboxes is more effective. B2C products are usually bought without too much thought, whereas B2B has a much longer sales cycle, which is where effective email marketing comes in. When you’re able to reach your audience though email, you can cultivate relationships and personalise the content. But email marketing is permission based and people aren’t so keen to give out their email addresses to just anyone. While PPC ads are easy to reach people you don’t know, it lacks the personal aspect that you can achieve with email. Over 200 billion emails are sent and received each day, with this figure expected to grow by 4% annually. With about 40% of US adults saying half their email is from marketers, it’s only going to get harder to get people to subscribe. One of the ways to reassure your prospects is to include a statement about email privacy and to be upfront about how you intend to use their details. It takes time to build trust and nurture relationships by email, unlike PPC advertising that seeks to drive traffic to your site only. There are, however, some ways to use PPC to get into those inboxes. Pay your way in way in Using Gmail Sponsored Promotions (GSP), you can get an ad at the top of your prospects’ inboxes, and/or the right-hand sidebar. Technically part of Google’s Display Network, it uses all of GDN’s targeting capabilities, so you can use keyword targeting and segment by age, gender etc. The downside is Gmail ads only get you into the inboxes of Gmail users, which means you miss out on users from other platforms. Sales Intelligence tools These types of tools show you which companies your anonymous website visitors work for – then you can use a tool like LinkedIn Sales Navigator to send targeted sales Inmails. This approach can come off as spammy, which could end up annoying your prospects instead of engaging them. The best approach would be to send a polite message highlighting some of your great products, or asking if there is any problem they may have that you can assist with.  Using a sales intelligence tool with PPC is very powerful – every visit to your website can be considered a lead, however small the chance of converting it. Run Lead Capture Ads Both Facebook and Twitter have the ability to run highly targeted ads, as relatively low cost per click. The formats on both of these social media platforms are getting more sophisticated – if a person encounters a post with lead capture functionality, they can...

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How to get the most from your Facebook advertising

Posted by on Jun 13, 2016 in Facebook, PPC |

Humble beginnings Founded in February 2004 by Mark Zuckerberg, Facebook started out as an online social networking service for Harvard students. Seeing its fair share of ups and downs and legal battles, as of 27 April 2016, Facebook now boasts 109 billion daily active users, with the average user spending 20+ minutes per day on Facebook. That’s a LOT of people! And they are all potential customers. Realistically In the world of digital marketing, social media marketing is by far one of the most cost effective options. And many platforms, like Facebook, have embraced the use of social media by businesses. How does Facebook help you reach your business goals? drive online sales increase local sales promote your app raise brand awarenes When it comes to online advertising, Facebook offers an extremely effective digital marketing strategy through powerful and unique methods to target your adverts to the people who are most likely to care about your business. Facebook PPC Ads operate on a pay-per-click basis and enable you to reach people based on location, age, gender, and interests. It also has tools available for you to understand how the adverts are performing. Amongst the most useful monitoring tools available is the ability to find out if an advert to get people to your website was successful in helping visitors to make a purchase or take another action This has a direct impact on link building – where external pages link to a page on your website. This, in turn, is one of the many procedures used in search engine optimisation (SEO). Facebook is so encouraging of business that it has published several guidelines, including one specifically related to content marketing: “Include a clear action you want your audience to take in the body text of your ad Highlight any benefits, sales or similar specials that your business is offering Use a simple, eye-catching image that is related to your ad text If you’re advertising a website, include your business name or other key information in the headline” To find out how our marketing experts can help you grow your social marketing, please get in touch with us today. Please follow and like...

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Is Paid Advertising Cheating?

Posted by on May 5, 2016 in Online Marketing, PPC, SEO |

If inbound marketing is all about creating value for your customers and prospects in order to grow organically into an industry leader and esteemed brand… is paying for advertising not a cheat? Yes and no As with so many things in life, there is no definitive answer. Paid advertising a case of not “what”, but “how”. No one likes to be bombarded with annoying, intrusive ads. However, finding a gem of a product or service through an ad is a treat. Inbound approach to paid advertising A service like Google’s AdWords, allows you to “be seen by customers at the very moment that they’re searching on Google for the things you offer.” While Facebook’s Adverts, allows you to select an audience who “are more likely to care about your business.” Neither of these would work if you didn’t approach your ad creation with an inbound mindset. Because paid advertising leads to something of value to your fans, it is more relevant for the people who see them. That, in turn, increases leads and customers – a real result. When done correctly, paid advertising leads to good content, and is an extremely effective contribution to a well-rounded inbound marketing strategy. It’s cost-effective too With the advances in technology which allows service providers to know so much about their users, these digital paid ads are very accurate in targeting the right prospects. So much so, that PPC stands for “pay per click” – in other words, you only pay when they click to visit your website or call. So whether your marketing goal is to bring in new website visitors, grow online sales, get the phones ringing, or keep customers coming back for more; let us help you generate new leads today. Contact us today to review your PPC ads, analyse your landing pages, and suggest ways to improve your overall campaign. Please follow and like...

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3 myths about SEO – busted!

Posted by on May 2, 2016 in PPC, SEO |

Search Engine Optimisation continues to evolve and change. Google’s search algorithms reward relevance, great content and engaging pages, but there are still a lot of myths about shortcuts that can be taken to bypass Google’s systems. Here are some of the top SEO myths: Keyword stuffing is the way to rank well  If anything, keyword stuffing will hurt your SEO efforts. A paragraph that reads as follows: “XYZ Company is a cheap electrician in Gauteng and if you need the best cheap electrician in Gauteng than you should contact our cheap electrician before it’s too late” doesn’t read well and Google will definitely classify this as ‘keyword stuffing’. Meta tags are very important In the past, a well-optimised meta tag would help your SEO efforts. While it’s not a bad idea to optimise your website’s meta tags, this isn’t the be all and end all of SEO anymore. There are many different types of tags that are crucial for quality SEO, including description tags, alt tags and title tags. The meta tag is only one of the factors that Google takes into consideration, so make sure you’re not neglecting the other vital tags. A Pay-Per-Click (PPC) campaign will boost your search results A common myth is that paid search advertising will increase your organic search results. PPC offers many benefits, including instant results and being able to accurately manage your advertising spend, but investing in a PPC strategy isn’t a short cut to good SEO results. WSI OMS offers SEO strategies that work. To find out more, contact us today. Please follow and like...

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