Why Pay Per Click (PPC) Works for Every Industry
Tried by many, mastered by few, Pay Per Click is one of the fastest and most sustainable routes to success for any business. No matter the industry, Pay Per Click can be a strong source of leads for three reasons. If you’re still debating PPC as an option for your business, we hope this post sways you in the right direct.
Intent based paid search
Pay Per Click advertising offers an advantage most forms of digital marketing do not, control over your impressions. With correctly structured PPC accounts, businesses can dictate which search queries their ad appears for, filtering out non relevant searches that organic search may not be able to do.
Not only can Pay Per Click advertising filter out non-relevant searches, but also allows you to bid higher on bottom of the funnel intent. With PPC, you can bid more aggressively on decision based searches.
Protecting your brand with PPC
It’s a dog eat dog world and your competitors are trying to steal your doggy biscuits. If you’ve worked hard to create brand awareness, than you’ve created branded searches for your business. The fact is, if you’re not protecting those searches by bidding on them, then your competitor is. Which means, your competitors are profiting off of your hard work.
PPC is the name of the game
It’s no secret, businesses are spending a majority of their annual marketing budgets on digital marketing. The PPC industry is a major source of revenue for giants such as Facebook and Google. Because of the competitiveness between channels, more and more real estate is being given to paid ads. Organic listensings will always be relevant, but Google will continue giving priority to those who pay to play.
Here’s a great visual by our friends at Social Media Today on the industries spending the most on Paid Media in 2017. Infographic courtesy of Social Media Today.
Your New Website Project: Questions To Ask Web Developers
Web developers are easy to find these days. On every street corner there’s bound to a serviceable web professional. Unfortunately, the over saturated digital industry makes it hard to find the cream of the crop.
You may be in the market for a new website. Perhaps you are looking to learn more about your existing platform. Whatever the case may be, we hope this article can give you a starting point to auditing the work of your web developer.
#1. Are Their Web Development Projects Being Farmed Out?
No matter what’s being promised up front, be diligent and ask a lot of questions. Perhaps the most important question to find an answer to is this, “Who is really programming my website?” Web developers are expensive and it’s fairly common for agencies to farm out a lot of their work.
In some cases, that may not be a problem. Yet, in many other cases you need an project manager on hand who is in communication with an in house team. Your project manager should know you, your business and your website goals inside and out. If they’re dealing with location, language or other communication barriers because their developer is not in house, then your project may not come together how it should.
#2. Hiring Your Own Programming Contractor
Before you buy a used car what’s the first thing you’re going to do? Take it to a mechanic so that they can find problems that your untrained eye cannot.
Websites are very mechanical, and each cog should spin in unison with the next. Hiring your own web developer to check under the hood can reveal issues that will cost you down the road.
#3. Is Your New Website Custom?
You may have been sold on a WordPress website that included a design process, custom theme and added security features. That’s great, but there are some things to be aware of.
For example:
- Is the theme or custom plugin warrantied? If not, how can you guarantee they will comply with the latest WordPresss updates.
- What inspired the design? Can I see your portfolio? Is this design different from your other projects, or are you ‘plugging and popping’ each website?
- Who is your security vendor? Is this a cost your adding on from Wordfence or Securi that I can simply add on myself?
Be sure to dig deep into your next website project before you sign on the dotted line. With a very competitive digital industry, it’s not uncommon for some agencies to push quantity over quality. Be sure to ask the right questions up front and weed out the developers who don’t take your brand as serious as you do!
Need some design inspiration? The hyper creative team over at Design Contest put together this amazing infographic for web design best practices in 2018. Check it out.
Source: https://www.designcontest.com/blog/8-web-design-trends-for-2018-infographic/
Digital Marketing: Finding Your Audience With Paid Social Media
If you’re new to digital marketing, or struggling to get results, then it’s time to learn more about the innovative Paid Media targeting strategies available to businesses. Paid Media, pay per click search, paid social media and programmatic display offer sophisticated algorithms businesses can utilize to build sustainable lead funnels.
Yet, with the vast amount of information on Paid Media, business owners are turning away from these strategies after being discouraged from their unsuccessful DIY efforts. The reason why Paid Media is not working out for the DIY business owner is because most are incapable of utilizing the proper tools to find their audience online.
In this post, we’ll take a look at one of our favorite Paid Media tools, Facebook.
The Facebook scandal was no fluke. No other platform knows your audience like Facebook does, because few other platforms have collected as much data as they have. To make up for their negligence, Facebook has made significant efforts to scale back on what marketers can target and they’ve become more transparent into why ads are served to which users.
Despite these changes, Facebook has still proven to be an effective tool for savvy marketers. With the right strategy, you can retarget website visitors, generate leads, promote events and create brand awareness. Most importantly, you can display relevant ads based off of your target prospects demographic data. For example, you can narrow the impressions bought by geography, age, gender, parental status, interest and even job title.
Here’s a long list of Facebook’s Ad Targeting options from our friends at Wordstream. Of course, you can find their website and the post to this infographic here:
Source: https://www.wordstream.com/blog/ws/2016/06/27/facebook-ad-targeting-options-infographic
