PPC Campaign Not Converting? Here Are Three Key Reasons Why!

Posted by on Mar 20, 2020 in PPC |

Pay per click campaigns are an important part of your digital marketing strategy. So, if your campaigns are not converting, you need to understand why. Here are three key reasons why your campaign might be getting a low click to convert ratio. Your Campaign Manager’s Experience  As a digital marketing agency that manages everything from retargeting strategies to Facebook ads, we have found the most common reasons why PPC campaigns do not work is because the person managing the campaign doesn’t always know what they are doing. It’s true that Google AdWords has a lot of resources and that it is easy to set up a campaign yourself, but inexperienced people often miss big opportunities that could make a significant change in their PPC results. Your Bidding Strategy Is Failing  Your bidding strategy may be off, meaning:  That you might not be using native keywords,  You are bidding too much,  Your budget is too much,  Your goals aren’t set or defined, and so on.  The people who manage the most successful campaigns are those who sit at a desk and work on PPC campaigns all day. They aren’t social media people, bloggers,  strategists or involved in other aspects. PPC campaign management is a craft that is perfected over years. Your Budget Is Too Small Another reason why PPC campaigns don’t convert is that the budget isn’t big enough. If your competitor is spending R15 000-00 and you are spending R1 500-00, you might get a few of the leads, but not enough to make a difference. PPC is an auction system. It’s like eBay. If you bid R1-00 on an item and another person bids R5-00, eBay is going to give the item to the person who bid R5-00.  At WSI OMS we run PPC campaigns for clients in almost every industry you can imagine. For help with your PPC campaigns that convert, contact us for a consultation...

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Choose the Best PPC Option for Your Targeted Audience

Posted by on Feb 21, 2020 in PPC |

Pay-Per-Click (PPC) advertising allows your business to use customised messages to target a specific audience that is more likely to respond. Online analytics will also show which advertisements support retargeting. But, which PPC platform will give you the best return on investment (ROI)? With Google Ads, you’ve got Gmail ads, YouTube, the display network and a variety of bits. On the other hand, Facebook gives you access to the world’s biggest social media platform. Which one is more effective? We investigate below. Google Ads  Google Ads is the highest quality leads you can generate for your business, but they are on average about five times more expensive than a Facebook lead. A search-based lead is a very high-quality lead because it is intent-based. Someone has a problem, they search for a solution online, see an ad about the problem and get taken to a landing page that is tailored to speak to their specific challenges. Facebook Ads  On Facebook, people are not searching for a problem. So, there are no intent-based leads. What you can do, however, is target people who might have that problem. You can create look-alike audiences and then find the small segment of people who might have that problem. This means that if you do your targeting right, you can also find high-quality leads. People will scroll in their newsfeed on Facebook and see your ad. The cost for these leads is lower, but you need to plan how you are going to turn the Facebook user into a client with captivating and engaging content. Our PPC Expertise Will Give You the Best Options for Your Targeted Audience  Whether you’re interested in remarketing, retargeting or a brand-new Facebook ads campaign, contact us ...

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Instagram Checkout: What it Is and How to Use It

Posted by on Jan 23, 2020 in Instagram, Social Media Marketing |

Instagram’s introduction of its Checkout feature added a new tool that online retailers can use to monetise their hordes of followers on the popular social platform. If you’ve yet to put the feature to use, this blog is a gentle introduction to its range of benefits. Enables Consumers to Complete Purchases Without Leaving the App Checkout on Instagram enables consumers to complete purchases in the app, without having to be redirected to the seller’s website. This would promote Instagram from a social media platform to a centralised online marketplace where an unlimited number of brands can make sales quickly and easily – on the spot.  When a user taps to view a product that interests them, the “Checkout on Instagram” button comes up, and they can complete the transaction right there if they choose. Not only will payment take place within Instagram, but also after-sales services such as tracking of orders. First-time users will have to enter billing and delivery information, much as they would on any other shopping site. These details are then saved for later use, regardless of the number and variety of sellers they buy from. Lower Traffic to Your Site Is Offset By Quicker Conversions This may present both good and bad possibilities for you as an online business operator. On the one hand, it could mean a reduction in traffic going through to your website from Instagram. But, on the other hand, it would make for quicker conversions – and thus possibly even an increase in conversions over time. It cuts out all intermediate steps, meaning you get a more immediate sale.  According to Instagram’s stats, 60% of users discover new products on the platform, making it a very useful promotional method. It now goes one step further, because it not only promotes the product, it can close the sale too. The service is currently in closed beta testing, rolled out to a select few brands earmarked by Instagram. Once it rolls out of beta in general use, it is not certain what the cost of the service will be to retailers. But, it seems likely to be worth the expense. We’ll be sure to keep you posted.  Thinking of adding Instagram to your suite of social media marketing platforms? The platform’s new Checkout feature, which is still in beta, is one of many features that appeal to online marketers. Contact WSI OMS today to learn how you can put Instagram’s powerful marketing features to...

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What is remarketing and how does it work?

Posted by on Jul 20, 2015 in Digital Media Marketing, Online Marketing |

Remarketing is still a fairly new concept in the world of digital marketing. The best way to describe what it is, is by an example: If you go to an online store or website to do research about a product you’re interested in, you will see pictures and product descriptions on the page. After you’ve done your research, you might go and check your email, browse the web and go about your daily online routine. Suddenly you see the same product photos pop up in paid advertising space – that’s remarketing. So, how do companies get this right? Many times, it’s the product of a clever internet marketing campaign which uses Google’s new Dynamic Remarketing (GDR) feature. This feature was launched in July 2013 and has helped many online stores and ecommerce websites take their businesses to the next level. In order to start using this feature, you will need to link your Google Adwords account to your Google Merchant account. After this, you need to invest in some catchy copywriting so that your headlines and product photos really stand out. The reason why Google’s Dynamic Remarketing feature works so well is because it targets people in a tactical way. People who have already shown interest in your product and know what you’ve got to offer. You can also use this tool to up-sell and cross-sell products online. Need help with your internet marketing campaigns? Contact WSI...

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Remarketing Tactics for Visitors that Do Not Purchase

Posted by on Jun 20, 2011 in Online Marketing |

Remarketing is telling your potential customers that “I care enough to follow you around until you notice me! I will take the time to mildly stalk you because my product/service is just what you need – you simply may not know it yet!” Typical remarketing campaigns feature “Come Back to (Insert Client Name) – And we’ll give you a great deal!” type of messaging. This directly acknowledges that the user has visited your site, they didn’t convert, and you’re willing to give them a special offer to come back. If you are confident with your marketing and don’t mind trying this possible slightly creepy/caring tactic, give it a try. Monitor your click-through rate and conversion rate. If it works for your campaign, keep doing it! If it doesn’t work, try another method. Similarly, you want your audience (and clients) to feel like your ads are everywhere. You want your potential customers to say at some point, “Who are these guys? I see them everywhere online!” With that thought, hopefully the user clicks on your ad and converts. Remember, a moment of relevancy can occur for many reasons, such as: • An ad may display a keyword that is important to someone. • A familiar product image may appear in the ad. • There may be a compelling offer that grabs their imagination. • An ad may highlight a brand or website that they are familiar with (your website!) to grab their attention. There are numerous ways to make your ads noticeable, actionable, and relevant to your audience. If at First You Don’t Succeed – Try Something Else The possible reasons that someone doesn’t convert on your site are countless. However, with remarketing, you can get in front of these non-converts again and try to re-spark your relationship. Try to understand why someone didn’t convert on your website – and determine how you can address this issue with your remarketing campaign. For certain remarketing campaigns, you can propose the conversion action that the user didn’t originally complete like, “Buy our stuff!” Or, if your conversion action is lead generation focused, you can drive users back to your contact form to see if they will convert upon a second or third encounter with your brand. However, one strategy that has worked well in the past is mixing up your conversion actions. For example, a particular company sells high-end, high-cost security software. This isn’t the kind of purchase you make on a whim therefore users may not convert simply because the product is so complex; they don’t know what to choose. With remarketing, rather than send users back the product page, send these return visitors to a lead generation page with a...

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