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...

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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...

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Ten Tips for Aligning SEO & PPC for Better Ecommerce Results

Posted by on Oct 8, 2020 in PPC, SEO |

The change in lifestyle brought about by COVID-19 has highlighted the need for SEO services more than ever. Even demographics who would previously not have been big e-commerce shoppers have been persuaded to go online as the pandemic has kept them indoors. This makes logical sense, and the stats prove it: Compared to the same period last year, U.S. e-commerce sales in July increased a whopping 55%. As a total of retail sales in the U.S., e-commerce more than doubled from Q1 2020 to Q2. “That’s over a decade of growth in the space of just a few months as reported by the U.S. Department of Commerce.” Year on year, Amazon sales rose by 40% for Q2 2020 to $88.9 billion. SEO and PPC tips for e-commerce success 1. Create a strategy for SEO and PPC synergy Google Shopping has reintroduced free listings that are generated by the Google Merchant Center. Maximize your holiday shopping campaign by aligning your organic search (SEO) and paid search (PPC). Use your PPC spend to target high-value queries on channels where paid listings lead the results. Seek out opportunities to use SEO to rank for searches that attract a high click-through rate. 2. Analyze Search Trends Take note of the top search queries in your category. Utilize the results to keep SEO core to your strategy, influence your marketing messaging, and inspire your paid search. 3. Plug Fresh Content Use SEO analysis as a guideline to create current, pandemic-related content that develops trust with your readers by showing your understanding and support. PPC can then be used to attract some immediate traffic and fill in any gaps. The best part? Informational queries are generally cheaper per click – extending your budget. 4. Test with PPC Paid search provides feedback on what type of message and imagery works best – almost immediately. Use PPC to test various new ideas and tweak your SEO accordingly. 5. Lengthen Your Marketing Funnel The more familiar people are becoming with using search engines, the more diverse their reasons for doing so. Take time to nurture prospects during the consideration stage of the buyer’s journey using an appropriate blend of SEO and PPC efforts. 6. Draw your audience a picture As part of your search plan, make sure to include images and videos to keep up with the increasingly visual nature of Google. Keep your visual content consistent in SEO and PPC. 7. Leverage Ad Extensions Take advantage of callouts, structured snippets, and other ad extensions – such as Google’s beta “Curbside pickup” badge – to share extra information about your products and services. 8. Add to Google As Amazon and Walmart’s advertising improves, you may want to spread...

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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...

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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...

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Online tools for digital marketers

Posted by on Jul 15, 2020 in Digital Media Marketing, PPC, SEO, Social Media Marketing |

Whether you’re a small business owner or a digital marketer working with a limited budget, you’re most likely trying to get the most value for your money when it comes to online marketing tools. Luckily, there are some great tools available to help you with most of your marketing activities, and many of them are free or incredibly affordable.  Online tools that every business owner or digital marketer should know of:   SEO Tools  SEO Book Tools The latest tools from SEO Book will provide you with all the benefits of the expertise from across the marketplace. The site offers training courses, as well as audio and video content on the latest updates within the SEO marketplace. It also lists the latest tools for growing companies. SmallSEOTools Whether you’re looking to check the authority of a particular domain, conduct a reverse image search for your SEO campaign or check Alexa rankings, the options available through SmallSEOTools.com will provide the ideal resource.  SEOToolSet SEOToolSet focuses on the in-depth data that your SEO campaigns need to thrive. Tools include the latest reporting options to gain insight on elements such as link analysis and domain indexing. The data revealed by these tools can help keep your firm moving forward toward its SEO objectives and driving efficiency within your campaigns. Raven Tools From finding and fixing errors within your SEO campaigns to getting rankings from Google, the options within Raven’s tools will keep your campaigns moving successfully forward. Raven’s standalone site-auditor is a great tool to quickly find and eliminate SEO flaws that could otherwise see your content penalised within the rankings. WebCEO WebCEO’s suite of SEO tools will provide you with enterprise-level features for comprehensive SEO campaign management. The company also offers tools for link detoxing and local SEO campaign management to keep your company connected to your local audiences. Tools for content marketing  Outbrain Outbrain helps optimise your content, amplify content reach, and ensures it connects with relevant audiences across your marketplace. You’ll achieve higher engagement across your campaigns and thereby maximise revenue growth over the long-term. Curata Curata is the ideal tool for a streamlined content production and analysis process. The solution helps you to drive content ideation while giving you clear data on the types of content most valuable to your qualified audiences. It also allows you to build a predictable content supply chain that takes pieces from the draft stage through to analysis and their use within the conversion optimisation process. Ahrefs Content Explorer Through the Ahrefs Content Explorer, you can learn the most popular content on any topic. The tool allows you to use filters and sort information via language, traffic, backlinks, and word count among other...

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