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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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...

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The 5 elements of a strong inbound marketing strategy

Posted by on Jun 8, 2020 in Inbound Marketing |

There are so many reasons why all businesses need to adopt a solid inbound marketing strategy. Firstly, this manner of marketing helps to ensure a more targeted approach to drawing in new clients because it focuses on the buyer’s journey by tailoring content to edge the consumer ever closer to making a conversion. Secondly, it ensures that you cover all bases from a digital perspective, making certain that you fully embrace all opportunities to make a lasting impression. Sound interesting? Here are the five elements that go into creating a strong, successful inbound marketing strategy.  Search engine optimisation  SEO is arguably the most vital aspect of this kind of strategy purely because it is responsible for attracting more visitors to your website. By optimising your site for search, as well as for improved user experience, your chances of gaining a higher number of leads are vastly increased.  Social media marketing  Social media provides you with the chance to interact with your customers and potential customers directly. It is also a tool that allows you to extend your reach and brand influence, all the while moulding a positive online reputation.  PPC  Fast-track your way to the top (literally) by dedicating a decent amount of your marketing budget to PPC, otherwise known as Pay Per Click, advertising. This advertising will push more customers onto your website and further boost your chances of them making a conversion. Maximize this opportunity by making doubly sure that your landing page and website design is easy to navigate and appealing to your specific target market. Do not forget to go beyond Google Ads and investigate remarketing and display advertising opportunities, too.  Content marketing  By creating quality, relevant content, you actively engage your customers in your brand while setting yourself apart as an industry thought leader. Content marketing should extend from blogs and videos all the way through to beautiful images, podcasts, and more.   Email marketing  It is a proven fact that email marketing can encourage customer loyalty and retention. It is a wonderful tactic for keeping customers interested in your offering, ensuring a constant flow of traffic to your website, and putting up-sell ideas and tactics into practice.  Are you in search of a full-service inbound marketing partner? Look no further than WSI OMS. We will help you to bring all of these elements together for a seamless strategy that will generate the results that you deserve. Contact us now to learn more.  Please follow and like...

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Digital marketing services you didn’t know your business needed

Posted by on Jun 1, 2020 in Digital Media Marketing |

As we all know too well, the scope and best practice guidelines of the digital marketing world are forever changing – even more so in light of the global COVID-19 pandemic. So, considering the state of the world and the many businesses trying to get back on their feet, which digital marketing services are the ones that should be a top priority going forward? We break it down for you below.  SEO  SEO is at the heart of every successful digital marketing endeavour. It refers to ‘Search Engine Optimisation’ which involves optimising your website in such a way that it adheres to best practice guidelines as set out by Google. This could mean posting engaging, relevant content on your website, reducing page loading times, link building, and generally doing everything in your power to boost user experience.  Content marketing  Speaking of posting engaging, relevant content on your website, that is where content marketing comes in. The secret is to craft content, whether text, image, or video, to which your target market will easily relate and that they will thoroughly enjoy. This can prove a lot more challenging than you might expect, especially if you are not naturally good with your words or a whizz when it comes to capturing video footage.  A good idea, in current times, is to create content detailing how your brand plans to deliver goods ordered online safely and with social distancing in mind. You will need to reassure most customers of these approaches and safety measures to encourage a final conversion.  PPC  PPC, or ‘pay per click’, advertising is an excellent way to get potential customers onto your website and, hopefully, making a conversion. You can embrace PPC either via Google and other search engines where you essentially pay to have your ad appear at the top of search engine search results, or you can embrace it via social media. If you opt for the latter, your ads will appear on your potential clients’ newsfeed or when they are watching video content. Instagram and Facebook ads have proven to be especially beneficial for businesses big and small in recent times, so be sure to dedicate the majority of your marketing spend there.  The great thing about PPC is that it is easy to target your ads based on various criteria, whether it be demographics, interests, the specific device on which they are browsing (mobile marketing is huge right now!), or previous internet activity.  You can even target consumers who have visited your website but have failed to take the desired course of action. This type of targeting is known as remarketing and is a PPC essential for maximum profitability.  WSI OMS is a digital...

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