The Perfect Paid Search Advertising Campaign

Posted by on Oct 28, 2020 in PPC |

How can you get more out of paid search advertising? Let’s discuss ad conception, creation & how that ties in with your landing page. The Pay-Per-Click (PPC) Model  Pay-Per-Click, or PPC for short, is the model used by Google and other advertising services. The model charges the user’s account for every click on an ad. The amount charged is dependent on the competition for a specific keyword and the user’s budget for the ad campaign. You can gauge competition for a keyword by using the Google Ads Keyword Planner. Make sure you have a Google account so you can use the feature. If you have a Gmail account, you can link that to any other Google services. The keyword “digital marketing” has average monthly searches of 1K to 10K and medium competition. At the time of writing the top of page bid low range is R9.55 and the high range is R41.81. What this means is to be guaranteed of outbidding the competition for the keyword, you need to bid R42 or higher. Generally, the bidding process is fair by giving all bids within the low and high range a fair chance. The number of impressions your ad receives will depend on your budget. Please note the information above pertains to the South African market. Targeting different territories will impact on the competitiveness, search volume, and cost. Keyword research is the cornerstone of any copywriting. If you find a keyword with a high search volume and low competition, you’re well on your way to success. Creating The Paid Search Advertising Campaign  Okay, you have the perfect keyword. What now? Decide on your budget, both Google ads and Microsoft Advertising allows different ways to set your budget. The most common method is setting a daily budget. Both engines will then aim to keep your spend within your daily limit. For this article, we’ll be focusing more on Google Adsense. Choose a budget of at least R100 a day. If your daily budget is too low, you might only get one click per day. That makes it hard to gauge success. You can set up a maximum cost-per-click (CPC). Setting up a maximum CPC will help you gauge over time whether your bid is sufficient for your industry. Great, you have a budget in mind. Consider Your Goal  Placing your first ad is a lot like starting a new blog. Be prepared to make some mistakes and don’t expect overnight success. Since the platforms allow for various ad types, you’ll have to consider your end-goal. Some of the types of campaigns to consider are: Generating sales Leads Website traffic Product and brand consideration Brand awareness and reach App promotion Whatever you...

read more

The Best Platforms for PPC Marketing

Posted by on Oct 15, 2020 in PPC |

We all know that feeling when you login to your various ad dashboards to see how your Pay-Per-Click (PPC) ads are doing and seeing a sudden spike in CTR and a drop in ad spend. This is part of why we run these ads, isn’t it? To feel that smile stretching across your face as you see the first results – even if they might only start paying off in a few days’ time since launching an ad campaign. It’s become an effective tool for inbound marketing, but with so many platforms popping up and changing ad choices, which ones are considered to yield the best results?  Our list of top PPC platforms  Google Ads Since Google is the most popular search engine, it only makes sense that this platform will remain one of the top options for online advertising. Amazon Your distinguishing advantage with Amazon is that you have an audience that is already intent on buying. Bing Ads Not as powerful as Google AdWords, but keep in mind that Microsoft installs Bing as its default browser on Windows 10, so its reach is wider than you might assume. Facebook Ads Being the most popular social media network in the world, Facebook is still one of the top places for targeted ads.  Twitter Ads Perfect for concise and powerful ad copy, with various campaign types. LinkedIn Ads If you’re hoping to get your content in front of industry professionals or for B2B connections, this is the answer.  As a side-note, PPC trends for 2020 suggest that using video content in advertising will continue to dominate, simply because it has the ability to retain attention and elevate brand identity.  If you would like to consult with a digital marketing agency on the perfect PPC strategy for your business, contact WSI OMS today. Please follow and like...

read more

5 Common PPC mistakes to avoid in your business

Posted by on Sep 23, 2020 in PPC |

If you want to benefit from pay-per-click (PPC) advertising, you need to have clarity and intent when integrating it as a digital marketing tool. The most challenging aspect of PPC advertising is that it is by no means an exact science. There is a lot of experimenting involved in getting the correct formula for your business and budget. The rewards, however, can be substantial with Google reporting up to double revenue for the budget spent in some cases. Let’s take a closer look. 5 mistakes to avoid to fast-track success in PPC advertising  If you’re set on success in PPC advertising, here are the most common mistakes that business owners tend to make (and suggestions to help you fix them). 1. Neglecting the data  Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyse all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analysing the data allows you to shift your strategy and spending to maximise your results. 2. Avoiding negative keywords Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favour by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic. 3. Forgetting about ad extensions  Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. Ad extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can. 4. Not bidding on your own brand’s keywords  You should always run at least one campaign that is dedicated to your own brand...

read more

Tips to use PPC in an inbound marketing campaign

Posted by on Sep 8, 2020 in PPC |

Pay per click advertising should form part of any inbound marketing strategy to maximise the reach of the content being promoted. The two should work together to complement and enhance one another. Once pay per click and inbound marketing strategies are pushing in the same direction with the same goals, your business will reap significant rewards. Aligning PPC and inbound marketing  While it is common to think of pay per click advertising and inbound marketing as separate strategies, the two can complement one another if used correctly. Paid advertising increases the prominence of your content and sends more people to your website where they can engage further with your inbound marketing content. In order to run an effective pay per click advertising campaign, you should know who you are targeting, which keywords you would like to focus on and make use of data from testing and analytics to back those decisions up. Rather than running general ads promoting your brand visibility in a pay per click campaign, use it to promote your strongest content instead, so that consumers are more likely to engage with it. This works best on social media where people are looking for interesting content rather than just information. Paid adverts have been proven to work even once the customer knows what they are looking for, as long as the content is linked directly to a commercial opportunity. Make sure that your pay per click landing page is aligned to the content of the advert. Any good digital marketing strategy should look to integrate pay per click and inbound marketing devices to make the most of the money you are investing in paid advertising and the organic SEO content you are creating to represent your brand. Get in touch with WSI OMS today to get more insights into how to integrate PPC with your inbound marketing strategy. Please follow and like...

read more

A guide to B2B and inbound marketing

Posted by on Jul 13, 2020 in Digital Media Marketing |

Inbound marketing and business to business (B2) marketing are different because individuals want an experience and businesses are focused on a positive return on investment. Both, however, want a problem solved. We provide a quick guide to inbound and business to business (B2) marketing.  What is Inbound Marketing? The purpose of inbound marketing is to attract customers by creating valuable content and experiences tailored to them. It forms connections customers are looking for and solves problems they already have. It is, however, not enough to attract people to your website, you must also continue to help and support them after they become a customer. Inbound marketing strategies include three aspects: Attracting strategy: create and publish content such as blog articles, content offers and social media that provide value and optimise content with SEO. Attract the right customers with relevant content at the right time. Engaging strategy:  communicate and deal with leads and customers in a way that will help create a lasting relationship with customers and potential customers on the channels they prefer. Use tools such as conversational bots, email marketing and marketing automation. Delighting strategy: ensure customers are happy and supported long after they make a purchase, as delighted customers can become brand advocates. Use tools such as email and marketing automation or create content customers can share. What is Business-to-Business (B2B) Marketing? Business-to-business (B2B) marketing involves the sale of your product or service to another company. It targets the needs, interests and challenges of individuals who make purchases for or on behalf of their company, thus making the company the customer. Here are some B2B marketing strategies you can use: B2B email marketing: business customers look for logic and a positive return on investment (ROI), so emails must focus on things that matter to them. B2B digital marketing: to be effective you must define your buyer persona, use the best website design, optimise your presence with SEO and use pay per click (PPC) advertising. B2B content marketing: content marketing provides valuable information to the consumer and business blogs are a great content marketing resource. B2B social media marketing: businesses are more likely to purchase from a company they can track through social media, so social media is a powerful tool to build brand awareness. Link building is an essential part of SEO and a powerful way to boost your website’s presence on search engines. Contact us today for more information on link building and the inbound marketing services WSI OMS offers. Please follow and like...

read more