Understanding Your PPC Campaigns

 

Before jumping into a digital marketing campaign, it’s important to understand how the program works and what you can expect in terms of results. Pay per Click (PPC) is an excellent way of gaining new customers to fill your pipeline, but you’ll need to understand the basics in order to achieve the results you’re looking for.

 

Here are some questions you may want to consider asking yourself or your digital marketing agency to get the best return on your investment from a PPC campaign.

 

Understanding Google

Google and AdWords are complex. Algorithms change regularly meaning you need to maintain an active interest in how Google is currently determining rankings and the rules around PPC ads. PPC is not a “set it and forget it” type of marketing. You need to stay on top of industry changes.

Here are a few areas you’ll want to make sure you keep an eye on and that your digital marketing agency understands.

  • Keyword research. Finding the keywords that will generate the most bang for your buck is an ongoing battle. Google offers a Keyword Planner Tool. There are many other industry tools available.
  • Quality Score. Affected by keywords, ad text, and the landing page, the quality score can affect results.
  • Google Auction. This is the process of determining which ads are displayed.
  • Click Through Rate. The ratio of number of clicks to the number of impressions. Often referred to as CTR.
  • Display Network. Google Display Network places your ad on websites as opposed to in the search results. It is different from the Search Network. Separating ad campaigns between the two networks is often advisable.

 

Understanding Retargeting

Retargeting is the effort put behind showing your ad to those who already visited your website. It’s a valuable way to remind potential customers that your product or service is available. Retargeting is a popular option that opens up another sequence of questions that should be considered. For example, you’ll need to consider if your website is equipped to handle the tracking that retargeting requires.

There are a variety of options in the retargeting universe. You’ll need to consider each type and if it’s beneficial to your brand. These include:

  • Search retargeting
  • Site retargeting
  • Social media retargeting
  • Email retargeting

As with any marketing campaign, you’ll want to be sure you are narrowing your efforts to a target audience.

Getting a handle on PPC and Retargeting can be a big job. Google offers lots of online resource for information, but having a qualified and experienced digital marketing team behind you is often best for a successful campaign.

 

 

 

Are You Missing Out on Google Tag Manager?

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Perhaps one of the most underutilized features Google offers, Google Tag Manager (GTM) is easy, free and reliable. GTM provides marketers with flexibility and the ability to focus on marketing as opposed to marketing technology. With GTM, marketers can add and update website tags with ease and without expense.

Let’s take a look at why you should be using GTM.

Easy to Use. The easy web interface allows marketers to manage website tags. It’s designed to be easy to use so you don’t need to be in constant contact with your IT team. You can verify new tags are operational before you activate any changes to the site.

Works Across Platforms. Anyone can use GTM whether they use Google Analytics or another measurement program. Supported programs include Adwords, Google Analytics, Universal Analytics, GDN Remarketing, comScore, AdRoll, Bizo, and others.

It’s Free. Really, it’s free. Pretty limited risks associated with a free product. You get better management without having to hassle your IT team. It’s a win-win for sure.

Improves Universal Analytics. Google Analytics accounts are migrating to Universal Analytics and GTM is recommended when implementing Universal Analytics. With Universal Analytics, you’ll have access to new features including custom dimensions and metrics. Universal Analytics allows users to make changes within the GTM interface.

Loaded with Features. GTM is rule-driven. It allows marketers to create custom rules and macros. It also comes with a wide range of tools which make tagging significantly less complicated.

You can learn more about Google Tag Manger by clicking here.

Retargeting: What You Need to Know

retargeting

Have you heard of the Baadar-Meinhof Phenomenon? It’s when you see or hear about something new and then start to see or hear about it again everywhere you go. It’s a common occurrence. When it happens off line, it’s the Baadar-Meinhof Phenomenon. When it happens on the web, it’s called retargeting.

Retargeting is designed to keep customers coming back to a website. Advertisers use retargeting to increase exposure to their brand or website, increase website conversions and boost sales figures. It can be used through Google AdWords, LinkedIn and Facebook. And it works!

So, how does it work? The functionality is simple. Just install a piece of JavaScript on your website. When a visitor comes to your site, a cookie is dropped onto the visitor’s browser. When that visitor goes to other sites, that cookie triggers your ads. Only those people who have visited your site, and thus have the cookie, will see your ads.

One of the best features of retargeting is that it is completely anonymous. You don’t need to have any information on your prospect. Retargeting acts independently of any contact with visitors to your site.

The use of retargeting has been growing for the past several years. It’s a popular marketing tool because only 2% of website visitors convert to a sale or take another action step in their first visit. Retargeting focuses valuable marketing dollars on the 98% of website visitors who don’t pull the trigger.

The most knowledgable brands use retargeting combined with other website enhancements to maximize their return on investment. Retargeting is often combined with lead generation campaigns designed to increase site traffic. It can also be used effectively with website enhancements and improved sales offerings. Ideally all these tools should be used together to maximize ROI.

If your brand is going to undertake a retargeting campaign, there are several key concepts to keep in mind. First, have clear goals about what your retargeting campaign is trying to achieve. Do you hope to increase sales, build brand awareness or increase registrations? Your end goal will dictate the strategy of your retargeting campaign.

Be sure to set boundaries. You don’t want to overwhelm your visitors with so many ads that they become turned off to your brand. Limiting the number of impressions and days the ads will be displayed will prevent your customer from being annoyed by your ads.

Finally, be strategic about your targeting. If a customer buys a new watch, don’t pepper them with ads to buy another watch. Think strategically about the products and message you send. Target your ads based on preferences. Don’t show someone ads about hardware if they have just bought clothing and accessories.

Retargeting is a valuable tool that can drive sales, boost conversions and increase traffic to your site. Use it wisely and you should see positive results.

To learn more about retargeting, please call Qiigo at (404) 496-6841.

Google Encrypts All Keyword Data

The other shoe has dropped. Google has announced it will no longer supply any keyword data on web traffic searches. This move has been positioned as a way to further protection for Google users. Whatever the reason it is sure to cause pain to marketers.

encryption

The switch means that all searches will now be by encrypted using HTTPS and no keyword data will be passed on to site owners. Without keyword search data, site owners will not be able to track or segment keywords using web analytics software.

Search Engine Watch reached out to Google for an explanation as to what fueled this move. Here’s what a Google spokesperson had to say, “We added SSL encryption for our signed-in search users in 2011, as well as searches from the Chrome omnibox earlier this year. We’re now working to bring this extra protection to more users who are not signed in.”

Let’s look back at the sequence of events that led to this point.

In May 2010, Google announced its first foray into encrypted search. Then in October 2011, any Google user who logged in started to see their searches encrypted. This was positioned as a privacy policy aimed at protecting their users. At the time, Google estimated that only 10% of searches would be impacted by this new privacy setting. Results from those searches would show up as “not provided” visits in analytics. Over the past two years, the encrypted search umbrella was expanded to include more and more searches until it was estimated that as many as 50% of all searches were coming up as “not provided.”

Google will still provide keyword data for ad clicks. This is leaving many to speculate that this is the reason for the total encryption…forced use of Google AdWords. Whatever the reason, marketers will certainly loose access to all their organic keyword data.

Yahoo and Bing still provide keyword data. Recent reports show that Google retains 67% of the search market with Bing in second place at 18% and Yahoo coming in third with 11%.

Do you have questions about how encrypted search will affect your business? To learn more about keyword analysis and the effects of Google’s encryption strategy, please call Qiigo at (404) 496-6841.