New Google PPC Changes make Advertising Important for Everyone

What’s Going On?

Google has gotten rid of the sidebar ads in the search engines. Paid advertisers get listed first in the search engines, and that means that websites who don’t use PPC and who rely on organic listings (good SEO tactics to get a website to list on a first page without advertising) are pushed further down on the search engine index.

Let’s talk more on PPC, how it works and what the changes are in store on the SERPS. Hopefully this will help clarify the clouds of confusion that surround PPC and how it works.

First of all, let’s answer the most obvious question…What is PPC?

On a search engine results page (SERP), there are ways to list organically. That means there is no need to pay for advertising. It is a process that can take a long time though.

Then there is Google advertising known as PPC. These paid-for ads which normally appear at the top of a SERP and prior to this year, on the right sidebar. These ads look like naturally occurring organic results that aren’t paid for. The only difference is that these are labeled with a small yellow “Ad” symbol.  All search engines offer these types of ads both on the Search Engine Page, and on websites that request ads from the search engines.

Paid ads on SERPs are a part of the search experience whether you like it or not.  And this type of advertising is going to dominate the search engines even more now that they have moved the ads from the sidebar to the main search engine area.

You can use paid search to your advantage and it doesn’t have to be expensive, not if you use a team of experts or learn to use keywords and analytics well to dominate the search results for your industry. If you do some extensive research, choose keywords carefully and use imaginative tactics, paid search can be an effective revenue stream for even the smallest websites.

Do I Need to Use Paid Search?

No. You can rank high in the SERPS organically by using various techniques. This is unpaid listing but getting here also depends on the focus of your website.  A good on-page SEO strategy; one with backlings, a fast load time, a good sitemap and great content goes a long way towards getting you an organic listing, however these tactics take longer than PPC. You may even then struggle to get a better organic result, and that’s where paid search can give you access to the top of a SERP.

What Are These Crucial Search Engine Changes?

Google has made a dramatic change in the SERP…and that’s going to affect all website owners. Currently the search engine has removed  all ads from the right side of the desktop search results.

So How Does This Affect Me?

Well, it means that ads will be placed only at the top and bottom of the page. And that will make organic search results fall further back. Added to that Google also suggests that it may offer an additional ad listing, which means four, and not three, at the top of a search engine results page.

The elimination of right sided ads means that ads will display from top to bottom…and consequently take up more space of the page. While this will make mobile and desktop searches more similar, it will also make it harder for small businesses to get organic listings for the key terms they want.

How Will Those Who Don’t Advertise Be Impacted?

Website owners who rely solely on organic search marketing, which is the listing of a website based on content and keyword research alone will see their websites pushed further down the ladder. If they were in the first few listings on the SERPs they will see listings drop below the fold. And statistics show that searchers rarely scroll below the first fold of the screen. In other words, it will be much more difficult to list a website in the search engines without the help of advertising.

We recommend that to truly master the search marketing niche, and get your website viewed by potential clients, use a combination of PPC as well as Free SEO.

 

5 PPC Predictions that Make Your Conversions Skyrocket

“Set your goals!”

That’s what  you hear from every business Advertising online guru when you start talking about PPC advertising.

However, as many, you might just be overestimating your abilities in a one-year time period, and then be underestimating them in the long run because you just decide to give up.

AND THEN WHAT HAPPENS?

Well that’s easy to answer; You give up! You don’t hit that yearly sales goal and you certainly don’t get that ten year sales growth you’d like.

What’s happening? Well, many might say it is procrastination  – or Akrasia (the state of acting against your better judgement), that interferes with attaining your yearly Business Advertising Online goals.

But I don’t think procrastination is what keeps an entrepreneur from making those great sales goals. Nope! It’s actually a lack of information or knowledge.

What are you talking about?

I’m sorry but I just have to say this. Despite the statistics, business owners still don’t understand that Pay per Click Advertising and business online marketing methods can get the results they want.  “

There is success in your business future! Just visualize it and reach out!

There really is a lot you can accomplish in just a year when working with Business Advertising Online, and it all starts when you implement an effective PPC plan.

Why Should Pay per Click be My Business Advertising Online Choice?

This has been an ever changing year in the industry of paid search advertising.  There are many different changes, upgrades and new features that really make a difference. Yes, PPC is the way to go this year, and the recent innovations, changes and updates that will occur this year, make PPC advertising even more exciting and something you really need to consider budgeting for your yearly marketing plan.

How Can the New PPC Updates and Changes Help My Website?

PPC gets you on a first page of the search engines, and fast! It is the place where audiences can find your website, click on the link and get to your products. PPC has always been effective, but, certainly, this year, it will be even better because new innovations are in the works, and these will give audiences more interaction, more pleasure and keep the advertisers products in the buyers sight more frequently.

So What Are These Changes?

The following 5 predictions for paid search are astounding. In reading these future changes you’ll understand how PPC can be a real asset to your business.

  1. The New Experience-Based PPC

Ok, so when you go shopping for a new vehicle you probably wouldn’t dream of buying one without going for a test drive. You wouldn’t buy a new outfit without trying it on either. This is the act of experiencing a product

In 2015, Google apps found that a majority of the apps in the Google store were only used once after installation. Still worse was that 1 in 4 apps have never been used in the app store. This led to the creation of the virtual machines on the Cloud platform which allows potential customers to try out an app for 60 seconds before they need or make a decision to purchase.

This has led to an idea for those in the PPC division. The concept allows users to have a visual feel for what a product can do before making a product. To make it simple, it will work similar to a product demo. So advertisements will be interactive, and advertisers will be able to showcase their various products via galleries.

2016 will be the year we witness interactive ads that make users feel like they are interacting with an actual product.

  1. Better Look-Alike Audience Interaction

Google defines a Look-Alike audience as one that indicates a genuine interest in the topic that represents your business. This is a feature made popular by Facebook, but now being adopted by Google.

The look-alike audience is a group or groups of people that are interested in your brand. During the next year we can expect to see a closer relevance and affinity with the look-alike audiences, and this should help improve conversions.

    More interactivity for Shopping Campaigns

In the last year Google has made advertisements more interactive. Just a few months ago Google introduced ads that allow mobile users to see more information on a product. This includes ratings and availability in nearby stores.  In 2016 business owners will want to take advantage of PPC as this trend will expand even further, allowing for features such as rotating images and others that will create more user engagement.

  1. Increased Branding Options

Businesses can no longer rely on organic search engine results alone. Paid searches outrank organic searches and are more likely to be clicked on by audiences because they are located higher up on the search engine directory page.

  1. Improved Personal Targeting

Last year SEO gurus predicted in-depth personal targeting, and while there is still much work to be done here, for 2016 platforms like Google Adwords and Bing Ads will use more personal targeting for advertisements.

Final Thoughts

The future of Pay per Click Advertising looks very bright. In way, we can say that just about anything could happen. It is a blend of predictions and surprise that will bring the best service.  I’m sure after trying some of the PPC advertising you’ll agree that the new PPC features add lots of pleasant surprises, and in the end increase conversions more effectively.

How Does PPC Fit Your Internet Marketing Strategy?

PPC is not a business or a type of aspirin. It refers to Pay Per Click advertising online. And while many marketing directors will rave about its effects, you have to really understand Pay Per Click and how it works to understand the real benefits. This guide will show you the basics of how PPC works. This offers you an opportunity to learn about our PPC management style and help you decide on whether you would like us to manage your pay per click campaign.

What Is It?

Pay per click advertising is a way to get visitors to your web page, especially when you need immediate traffic.

But without the right management, PPC can be very risky as you could spend a fortune, get a lot of the  wrong kind of traffic and end up with not much to show for your investment.

PPC is a type of advertising that is sold at auction. You bid what you are willing to pay for a click on an ad. If you bid the most, you have the chance of making a first place ranking in the sponsored results at the top of the search engine results. Note, that we did mention you have the opportunity, and that’s because there are other things that influence your raking and this is categorized as “Quality Score” which we will explain a bit further down.

Basically when a person clicks on the PPC listing they go to your website and you are charged the amount you bid. So when you bid $.15 per click on the keyword you want, and that is the highest bid, you are more than likely to get that first place listing. If you get 100 click then the search engine or PPC service will make a $15.00 charge.

How PPC can Be Bad

If left unchecked, or when keywords aren’t chosen carefully, it can be easy to get caught up in a whirlwind of bidding and paying, which could mean you spend more than what you get back. In fact, EGO bidding, where you decide you must have a number one listing no matter what can cost thousands of dollars.

More importantly, this can cause a lot of junk traffic which can suck the life out of your campaign. That’s where using a pay per click management service can help, as this professional team distributes results to several search engines and sites via content networks and search partners.

Another disadvantage is that PPC doesn’t scale well. When you get more traffic you pay more money, and your overall costs can increase.

What are The Benefits of PPC?

PPC generates immediate traffic. The premise is simple, spend on advertising, get a top placement and potential customers will see you and click on your site. If people are searching for your keywords and you’ve written a good add then you will get more customers. Sometimes you can get targeted traffic in a matter of minutes instead of months like natural search engine marketing can take. Plus Pay Per Click lets you make adjustments immediately, within just a few minutes.

Plus, let’s not forget, PPC can be a bargain when done right. You can find keyword niches at about $.10 per click, which is a bargan and can help you generate tons of traffic.

What Part Does PPC Play in the Internet Marketing Process?

It may not be a good idea to rely solely on PPC advertising. It’s true, PPC can be too expensive and bids tend to climb,but Pay per Click can also be very beneficial and a crucial element in the digital marketing process because it offers:

Campaign and topic related traffic: When you have a short term sale of a product or service can be a great way to get a lot of traffic in a short amount of time. Best of all, you can start a campaign in a short period of time, often within about 24 hours. Need to change something in your campaign ad? You don’t have to worry here with PPC either as you can make adjustments mid campaign. So when you need a lot of attention in a short period of time, PPC is the way to go and these are the reasons when it can be the best option:

Direct Buy

PPC works well for those instant gratification purchases. So if you have a website where people can buy something directly from you this type of advertising works well. So PPC works well with e-commerce so if you have an online store, PPC works well for you website.

Niche Related Traffic

When you need traffic for a highly specific niche related website, PPC can be a bargain – often just a few cents on the dollar.

In essence, the key to success with PPC is FOCUS. Other forms of digital marketing require long term approaches to grow a brand, whereas PPC is a form of paid advertising with a short to medium term goal in mind. It offers a way of concentrating quickly on conversions and not just an overall increase in traffic.

What We are Saying is This…

While it may be true that PPC can end up being expensive, it also is very effective, especially when you have some direct short term sales goals. This is a digital marketing method that should work in conjuction wiht other more long term and permanent digital marketing efforts.

And whatever the argument not one digital marketing expert can question this: PPC gets results quickly. It is a short term focus that can start bringing in sales quickly.

 

 

How To Combine Your PPC & SEO Strategies

When you ask a company about online tasks, and which they prefer to focus on; either Search Engine Optimization (SEO) or pay-per-click (PPC) you’ll always get mixed answers. Some prefer SEO and other PPC, not knowing that both are crucial elements to a nicely marketed website.

SEO

As of early 2012 there has been a lot of mixed feelings ad questions with regard to SEO and the Google algorithm updates. Many website owners fear all SEO thinking that these are risky tactics.

This isn’t necessarily so, SEO is not the “Bad Guy.” In fact, search engines like Google recommend you spend some time working on your SEO, providing your content is trustworthy. In fact, looking at ranking factors in the Google organic search results, search engines centralize a website’s ranking around trust. You have to be readly to show Google that your site and your content can be trusted. You as an online business have to offer the user quality products and services – and these need to be relevant to the search term the user places in Google.

We also need to recognize that SEO services aren’t cheap, ad when you hire a company, you are hiring their knowledge. There will be a need for optimizations and the building of quality links, and these are processes that take time.

PPC

This is where PPC can come into play, as it offers an immediate result. When it comes to PPC there are a number of ways to generate traffic and bring in leads to your website. These include:

  • Text Ads
  • Image Ads
  • Video Advertising
  • Product Listing Ads

This is why running PPC and SEO tasks at the same time can be a good idea. In fact, most SEO and PPC experts believe that running both processes simultaneously can bring in the traffic an online business needs.

The Benefits of PPC and SEO

These are the benefits of using both PPC and SEO.

  1. Brand Awareness & Exposure

By using PPC you can put your name out there in front of consumers, and they will start to recognize your brand.

  1. Inspires Trust

Exposure from a paid ad campaign increases trust in consumers. Research shows that when you rank for PPC ads your traffic will increase by 50%, and this can increase your traffic by 90%.

What Can You do to Lower Your PPC Costs?

OK so you are thinking that you can’t afford both services, but that may not be true. You can afford effective advertising if you lower your PPC costs. How do you do that?

  1. Improve Load Times

PPC ads cost more for websites that load slowly. So you want to make sure you optimize your website to load quickly.

  1. Test your Campaigns

You also want to test campaigns to see which works better. Test different campaigns with different headlines, call to actions, images and more. When you find one that works better than other use it and apply the knowledge to your organic SEO processes.

  1. Setup Site Search

Set up the site search box so your PPC and SEO strategists can analyze the site and see what terms should be showcased in a PPC campaign. This analysis also helps you figure out what keywords to optimize website pages for.

  1. Test Demographics and Geographic Markets

The PPC campaign can help analyze new markets to determine if they will be successful. A new campaign can target a certain location, and click through rates. This can help determine the success of new regions. If these are successful then a good SEO strategist can make changes to the website based on the success of the PPC campaign.

Bottom Line

Running PPC and SEO campaigns together can be beneficial to you because one online marketing process feeds into another, helping you determine what marketing strategies work best for your website.

 

PPC and Social Media Ads Work; But You Gotta Answer the Customer Questions Please!

Hurry up!

It’s important that you get that response to the question the customer asked in as soon as possible. This is crucial to the return on your investment.

Everyone wants to win at business; to do things no one else can do; or no one else is able to do.

 But how do we do it? Sometimes it all starts will making small changes. And one of the best ways to stand out from other online businesses is to offer a very fast response time.

What do I mean?

In the online world, it’s very common for opportunities to come through on your social media platforms and blog.

These are often customer or business comments and questions; sometimes you even get great offers. But if you don’t pay attention; if you don’t respond to these comments, you could lose out. Not only that, but you also make customers feel left out.

By responding quickly to exchanges, blog comments social media comments, you let your customers know that you care, that you are willing to go the extra mile. And that leads to a more loyal following and more customers.

Quick and relevant intervention leads to a change in behavior and to more success. Statistics, show that customers and other successful businesses associations make decisions quickly,  and we see time and time again that response times matter. The responses to these comments or questions are linked to conversion rates.

Statistics also now show that if you wait an hour to respond to a lead you reduce the conversion rate by 4% and each successive hour leads to further loss of conversions. After 12 hours it’s a 20% and after 24 hours you lose about half your leads.

Here at Uluad we understand the importance of quick response times, however, many businesses still don’t understand how important this is.

Quick response time doesn’t just refer to how quickly you get back to a client. It also refers to how quickly your website responds. How prominent your PPC ads are. These are aspects that can dramatically affect your conversions and this is an important characteristic that affects your winning your client.

Be fast. Don’t take your time when it comes to responding to your clients. Go make calls and then share this article then go make more of those conversions.

How to Use PPC Insights

Using tools that exist in the PPC advertising dashboard can help you target your advertising campaigns better.

Getting ahead of the competition can be difficult, especially in certain industries, and this can cause pay-per-click or PPC advertising to get expensive. However, there are tools you can use to drive strategy, bidding and messaging so that your ad dollars are put to real use.

Auction Insights

In both being ads and Google ad words, advertisers have an option for “auction insights”. This report shows competing domains and compares them to other advertisers participating in the same auction so you can see how your bids, keywords and campaign are doing. There are three areas you might want to pay particular attention to. These include:

  1. Overlap Rate

This is the percentage of time you and your competitor received impressions during the same moment.

  1. Position above Rate

The percentage of competitors that are shown on a higher position where your ad was also served.

  1. Top of Page Rate

This list the number of times the competitor ads were shown in top spots search results compared to your advertisement.

Where is the “Auction Insights” Feature?

When you are in the applicable views screen, click the “Details” drop-down box and you’ll see the “Auction Insights” option.

The Keyword Planner

Another important tool in the PPC dashboard is the keyword planner. This tool allows you to compare search rates and impression share some new keyword ideas within a certain category. It shows how competitors like compare for your new keyword list. The “Market Leaders” view also shows the domains of the top five leaders and their average ad impression share. This tool is located in the keyword planner graphs next to the “compare by competitor domain” section, and the “compare to market leaders” section.

Ad Preview Tool

This is available in both being and ad words and helps assess your competitors. You can tell you which advertisers are offered in the search results page and what ad copy messaging they are using. Just type in a keyword to see if your ad is showing for that particular keyword. Here you can also select a location to view results in that area and to compare different geographic locations. These stats can also be further segmented by type of device, which shows you how your ads vary on each device.

Bottom Line

these tools are good starting point to help you figure out what your competition is doing and how to adjust your campaigns so that your PPC ads do better at no additional cost.

 

Big Plans for Hospitality Related Marketing

Summer is just around the corner and that means it’s time for owners of hospitality websites to start their advertising campaigns. To help you along we’ve put together 6 essential tips to make your summer vacation the best it can be.

There are a slew of positives within the travel industry this year. Low unemployment rates, low gas prices and a strong U.S. dollar makes this summer a big one for families who want to go on summer vacations.

But that’s not just our opinion, marketing data and research also supports this strong correlation. According to Choice Hotels International, Americans will spend about 10 percent more on travel this year than last.

What Does That Mean for You?

As a digital marketer, this means more digital searches for travel related information. eMarketer suggests U.S. digital travel sales will reacy $153 billion which is up six percent this year. Because these are big numbers you need to make your travel marketing campaign the best it can be.

Plan your Campaign and Allocate a Budget for Summer and Winter

Travel related searches run higher twice a year, during summer and winter. The search peak for summer runs from June to August and the winter season runs from December to January.

Plan accordingly, and have both campaigns and budgets ready to connect with leisure travelers when they are planning, researching and booking both their summer and winter vacations.

Bid on Brand Terms

Bing Ads suggest that bidding on brand tems offers a high click yield and a decrease in click throughs for competitor ads. So brand terms get more clicks and keep you competitors from winning out on you. This research also shows you do better when ou use the most prominent ad spot, the Main Line or ML1, and this is especially helpful for the small advertiser.

Target the Last Minute Traveler

Many travelers book their reservation at the last minute. In fact this accounts for about half of all travelers. To make your advertising more productive address these consumers.

 

Use Cross-Device Campaigns

The search engine is the traveler’s best friend, as such, its critica that you meet travel searchers need where they are whether that’s in the travel destination, on a PC, at work, at home, on a tablet or on a smartphone. The Yahoo Bing network has seen a 43 percent year over year increase in the number of smartphone searches that relate to travel and this may keep growing.

Inspire Travelers to Stay Longer

Entice visitors to take longer vacations, by using ad copy and time-based offers to inspire them to stay for longer periods of time.

Bottom Line

2015 is poised to be the best year yet for the travel industry and the upside is that travel marketing is sure to be effective this year. However, it’s important you understand your customers and apply proven marketing insights to have one of the best summer’s ever.

7 PPC Trends for 2015

What’s next for PPC marketing? That’s what every expert out there is rushing to figure out, and considering how often Google makes updates and how many new ad products we see unleashed each year, with good reason.

The only thing we know for certain is change

And while no one is certain of what’s next, we can certainly make a few educated guesses of where the PPC industry is headed. The end-of-year is the best time to take a step back and review the year, then plan for our markeitn future. The following are a few useful insights  and predictions of what we might expect in the upcoming year.

ppc trends for 2015

Get Mobile Ready

In 2014 we saw a huge increase in click throughs form smartphones, and this is expected to increase through 2015. We also might see search engines adopt mobile-specific features that they are already testing.  Although mobile is not new, the majority of advertisers haven’t upgraded their websites so they are viewable on mobile devices as yet. We predict that mobile PPC will go even more mainstream by 2015.

 Bigger and Better Persona Targeting

In a recent conversation with John Gagnon of Bing, we learned that retargeting will become more mainstream.  Ads will be set according to how a person interacted with a website, we’ll build a bigger pool of targeted audiences based on this site activity.

 Increase in People-Based PPC

I think we’ll see a rise in social media marketing solutions that will change the way we work with PPC. Our ability to interconnect the PC and phone devices, and our ability to upload pictures, information and emails can make PPC marketing feel more like email marketing.

 PPC advertising will Work Better with the Current Content

In 2015, expert marketers believe online ads will increase revenue more than ever before. More people are adding content everyday, and that means this content can support more ads which leads to profits on all sides.

 Google will Phase out Keyword Targeting

Some PPC specialists believe that Google will phase out keyword targeting and instead use alternate targeting methods such as psychographic audience targeting, product feeds and page crawling.

Priority on the Marketing Message

Today we see a small shift from standard PPC ads to marketers who are now testing the message, either by device, style or tactic. This testing offers the making of a successful marketing campaign.

 Video Ads Will Be Big

We believe there will be a substantial growth in video advertising. Some predictions place Facebook video advertising revenue at $7.2 billion by 2015 and YouTube’s revenue is predicted to grow from last year’s $4 billion to $31 billion by 2024.

 

PPC 101: Help! Do I Really Need a PPC Agency?

 

We are all experts in our own little niches.” But not everybody is an expert in PPC! That’s why hiring the right PPC Agency could be the ticket to REAL online marketing success.

 

Let´s face it: when it comes to scheduling all the social media and internet marketing activities needed to drive traffic to your website and advertise your services or products to a universe of prospects, you might feel a little bit overwhelmed. That’s why hiring the services of a good PPC (pay-per-click) agency can dramatically raise your chances of having a successful adertising campaign.

What Is It?

PPC, or pay-per-click advertising, is a basic internet marketing tool model in which advertisers pay for each ad clicked usually via an advertising platform. The most common reason why PPC campaigns don´t produce positive results is that advertisers are not able to manage them properly. With poor management, businesses and individuals can spend a fortune, generate many visits and end up with nothing to show for it.

People tend to think that because PPC targets users who are looking for these specific products and services, it will be an easy process; one that won´t take a lot of money or a lot of time. When in reality, the complete opposite is true.

 

ppc advertising

 

This is a very High Maintenance Job

You could end up spending a lot of time and  money before you see any measurable results. This is just one reason for hiring the right PPC agency. In the end, leaving the task to the experts will save you money.

It is an Attractive Option

PPC is attractive because it drives highly targeted traffic to a website very quickly.  However, it’s not as simple as paying Google for the advertising. The drawback is that this type of marketing requires a lot of knowledge and experience;  You need to target your audience correctly.

A good PPC agency will commit time and resources to design a PPC advertisement campaign. They will consider all aspects of the campaign, including design and keyword analysis and management. Ths is a team that will pay close attention to keyword bid prices and functionality of the bids, so that your advertising dollar is put to effective use.

PPC professionals have experience across different advertising platforms. These are experts in the field, and  have an acute knowledge for managing and monitoring specific PPC campaigns, knowledge  that you yourself may not have. The benefits of hiring a professional PPC agency to handle your campaign outweigh the costs and allow you to focus on running your business. Save yourself the time and money and let a professional PPC agency run online marketing campaigns. Call use today to find out how truly affordable this type of PPC advertising really is.