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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.

 

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 Do I Analyze My Mobile PPC Traffic?

Web comes from a variety of different locations and from different devices. Today we all know that mobile technology has become a major player and is ever growing.

As a digital marketing business owner, you want all of your web real estate to convert and create more revenue, but especially your PPC advertising as this can be expensive. So you need to ensure that the road taken is the shortest and easiest route to your product or service. That’s why it has become really important to understand your advertising campaigns, especially when your PPC efforts also relate to mobile device users.

We offer a comprehensive guide to understanding the data available on your PPC campaigns for your mobile device customers. The point is to show you better ways of reaching out towards these users with pay per click advertising that draws their attention.

So the first and foremost question of the day is whether your product or services are of interest to mobile device users. To know this you need to determine the number of users who click on your PPC ads from a mobile device.

How to See Your Mobile Audience

By now you’ve probably heard that mobile searchers have outgrown that desktop or laptop searches. So does this information really affect you? Well, it does mean that at least some of your customers are using mobile devices to reach your business. But just how much of your audience is mobile? That’s the information you need to know.

Get a clear picture of who your mobile paid audience is by using either Bing  or Google adwords. The platform you use will depend on which company you are using for your PPC advertising.

Google AdWords

When you are on the “campaign” tab, select the “Settings” then “Devices”. From here you’ll see the “Mobile” option. This will give you the visitor numbers from this type of specific device. At this point you can filter the results per campaign you’re running or see entire numbers for the whole account.

On Bing Ads:

Open the Bing dashboard for your ad campaigns and go to “Reports.” Select an account, campaign or ad reports type. Choose the types of devices you want to add to your reports. Then select “Download” to get an Excel file for the numbers in under that type of device.

Knowing who your mobile audience is can help to create a powerful SEM strategy, but you also want to be able to monitor the data over long periods of time, and this is where Google analytics can help.

Monitoring Long-Term Mobile Traffic

Use Google analytics lyrics to keep track of your mobile traffic trends and to find out whether it continues to grow or why it doesn’t. Here’s how you do that:

Select the “Audience” tab and then choose “Mobile” then “Overview.” This will give you the statistics over the long date ranges such as years and months, showing you the number of mobile clicks you get for your ad campaigns. You can filter your search down to the day, week or month by choosing those options that are located over the graph.

You can also use Google analytics to compare the amount of web traffic you get from a PC to that you receive over mobile devices. To do this just click on the “Goal Set” option to see this data.

 

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.

 

5 Reasons You Don’t Need PPC Advertising

No-Sale_registerWhen I hear people saying they don’t need PPC advertising, I think of an old Mexican parable I once heard.
A successful business man goes up to a poor man lying on a Mexican beach and asks: Why don’t you look for a job? I’ll give you a job if you want.”
The poor man asks, “Why do I want a job?”
“Well so you can eat, have a home and live a more comfortable life?” suggests the business man.
The poor man looks around and says, “I already eat and points to the coconuts hanging from the coconut palm. My home is here in my hammock under the tree. See how comfortable it is. And I already relax most of the time, so my life is comfortable. Tell me again, why do I need a job?
PPC is also like that. There are certain times when PPC is just not for you, so let’s look at 5 reasons why you shouldn’t use PPC.
1. PPC Brings Instant Website Traffic
You may not be ready for people to come and look at your website. After all, you’ve spent a fortune on it. It took you lots of time and now it looks beautiful. You could sit there and stare at it for hours on end, so why would you want to share that with anyone?
PPC advertising is a proven way of bringing lots of people to a website. In fact, statistics show that PPC can double or triple the traffic that comes to the website. This means you would have a lot of people admiring your website, and you have to share your website’s “specialness.” Which isn’t very fair, whenever I find a great service, hairstylist, restaurant, or cool place to go, I don’t want to share it with other people. That’s my special secret. Personally, I’m fine with just 5 to 10 visitors on my site. It keeps things simple.
2. More Sales
Statistics suggest that pay-per-click advertising can increase sales by as much as 40%. But do you really want increased sales? That would mean you have to buy or make more of your product, or hire more people to offer your service. More sales means more work so who needs it.
3. It’s Extremely Measurable
PPC lets you measure every part of your sales campaign. It tells you which dds do well, which need help, what keywords to target, see how many people come to your website through the PPC advertising, and even see how many people buy your product from the advertising campaign. While these measurements might be of interest to a lot of businesses, if you are a fly by the seat of your pants kind of entrepreneur then this just might not be the solution for you.
4. PPC Offers a Competitive Edge
PPC allows even the smallest one-man business to compete with the larger brands. Your advertising budget can be small and still be effective. But if you aren’t interested in offering your customers a ‘Big company’ image, and you just want to be known as good ole “Joe” the fixit guy. If you are only interested in sporadic work then maybe PPC isn’t the right choice.
5. Target Local Customers
Pay-per-click advertising is one of the fastest ways to target customers. But if your business only targets friends, family and those who really know you – and you aren’t interested in acquiring any new customers, then you are probably right, you don’t need PPC.

Bottom Line
All of the above reasons are excellent arguments for not investing in PPC advertising. But if these are the reasons, then tell me, why did you invest in a website? And why are you in business? Just like the poor Mexican you can live comfortably as you are. It just really depends on the goals you set for yourself. Truth is, PPC is one of the most inexpensive ways of advertising for the ROI you get. It works and it’s effective. Do we really need to convince you?

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.