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 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.

 

Use Google Analytics to Stop Wasting Remarketing Dollars

One of the most frustrating aspects of digital marketing is that no matter how much money you put into remarketing – – some website visitors just aren’t interested in your offer.

Let’s stop wasting remarketing dollars on people that aren’t into you.

The following tips can help you stop wasting money on those consumers that will never buy from you.

There’s no question the remarketing gets you incremental conversions. There’s no better audience, then the consumers were already familiar with your service. They are good prospects and your remarketing efforts push them down the funnel.

But that’s not always the case. Not everyone who visits your site is actually out to buy your product. Some of those people may just be people with big fingers that accidentally click on your ad.

You need to face it that some people are just visiting your website to look at your pictures and maybe you’re content. But these three strategies, using Google analytics can ensure that your marketing efforts are actually targeting the people you want, your potential customers.

 

Check the Data

Many marketers choose remarketing campaign to target an audience of site visitors within the last 30 days. And there’s nothing wrong with that. This is actually good starting point but there are certain parts of your website the probably don’t warrant this inclusion.

For instance, you may not want to direct a remarketing campaign at traffic that has visited your career page or for current customers your contact page.

To find the pages that currently attract customers, use Google analytics to check the “Behavior” category followed by the “Site Content” and then be “Landing Pages” option. Look for the landing pages that have a high session numbers with no conversions. These are probably the content pages that are driving users were not interested in purchasing. This may be a blog entry or other content that’s great for SEO but not necessarily for your remarketing efforts. When creating your remarketing plan, exclude these audiences from your campaign.

 

Leverage the audience that is into you

People visit a website for any number of reasons, and not just because they are “looking to buy”. For instance, as an online business owner you may spend lots of time browsing your competitor websites. You don’t have any intention of buying do you? But you do want to see their content, products and marketing techniques right? So other website owners, content marketers or researchers may also be looking at your site without having the intention of buying anything.

So how do you separate the people that are interested from those who are only looking?

In your PPC campaigns go to “All Campaigns” and select “Acquisition>Campaigns” and filter out these categories by setting your secondary dimension to affinity category

How can you separate the truly interested people from the looky-loos? Go to the “All Campaigns” report under Acquisition > Campaigns and for your remarketing campaigns. Then, set your Secondary Dimension to “Affinity Category (reach).” This will tell you the audience your words campaign is targeting; now it may not tell you exactly why these people. You site, but it does offer you information that allows you to exclude users who are just not interested.

For instance, if you have services that are targeted to parents, and you seem to be having a lot of clicks from children who click on your advertisement by mistake, you can filter out categories such as “Comics and Animation Fans” or “Avid Gamers.” When you add these as negative audiences, stop wasting ad dollars on people you know are not in buying your product.

 

Take Control of Your Remarketing Plans

hopefully these tips can help you better control your remarketing dollars, and this gives you better staff from users that are really interested in those who aren’t. Eliminating these categories of uninterested traffic will reduce your we marketing spending.

Once you start implementing these tactics and separating your prospects from your non-prospects, you’ll start discovering your own methods of finding those unqualified audiences and eliminating them from the PPC campaigns.

 

Have You Tried Facebook Remarketing: It Will Improve Your ROI

Facebook_icon.svgDid you know that there are remarketing campaigns on Facebook? Are you reaping these benefits?

By now you know that Facebook ads can be targeted to people who take an interest in your service or product, but I want to go over how Facebook remarketing campaigns can also increase your ROI.

What Is Remarketing?

This is a new advertising campaign product first initiated by Google. Basically it targets people who have visited your website and have already taken an interest in your product. It works like this:

A visitor comes to your site, shops around then has to leave.

When you invest in remarketing you segment your visitors and create custom ads then show these to the people who have visited but for some reason had to leave. This just offers them a little reminder that you are still there and still have that great product they want.

Now Facebook also has remarketing and can help boost your conversion and lower your overall advertising costs.  The benefit here is that you show advertising to people that are interested in your services.

For this to work you need to determine which users visit your site organically  and find them on Facebook or Twitter, which isn’t all that difficult.

Facebook Remarketing offers a Lower Cost

Compared to other remarketing costs on search engines like Google or Bing, Facebook remarketing ads are less expensive, and the reason is because  Facebook traffic is less targeted than search engine traffic, well supposedly so, but in certain cases it is even more targeted.

The theory is that on search engines, users are already  looking for the product or service so they are asking for you. On social media you are only exposing your readers and users to an ad while they are doing other activities. This results in lower costs.

More Effective

However, in many cases Facebook marketing is more effective because people tend to have more time to click on an advertisement and read through  it. Remember, on Facebook people are socializing and looking for entertainment which means they have the time to look around.

Bottom Line

Targetting audiences via Facebook can be as granular as you want. There are many filtering options that allow you to reach the audiences you seek.  Use that to your advantage.  A hyper-targetted audience guarantees cheaper traffic.

Through Facebook marketing you can convert your audience but you need to have quality and consistent marketing efforts. You must customize your message to include relevant information that customers want.

 

6 Facebook, Twitter, LinkedIn & Pinterest Features You May not Know Existed (But Should)

descarga (2)Social media networks are fast becoming the hub of our online marketing universe…and best of all they keep adding cool features that businesses and users really need. Unfortunately, sometimes there just isnt someone there to tell us that these features are available—especially when there isn’t a big announcement.

For example did you know you can reorder the sections of your Facebook business page? Did you know you can embed a slideshare presentation into a tweet? That you can add relationship notes to a linkedIn connection. There are a lot of different, new features that many of us just aren’t aware of. So check em out.

Facebook

Save it for later.

Have you seen those articles in your news feed and wished you could bookmark them so you can refer to them later? Now you can. Facebook has a new feature that allows you to save links to articles, music, shows and more. Just click the downward arrow on the top right-hand corner in the post and click the “Save” option.  Then just go to the home page and choose the “Saved” in the left hand column or you can go here https://www.facebook.com/saved/ .

Find Conversations

Use the search bar at the top of Facebook not just to find names but also to search for conversations. Use a few keywords to have Facebook come up with the conversation

 

Poll People in an Event or Group

Facebook doesn’t allow you to poll on business pages but you can poll users I groups and events. Just select the “Ask a Question” page inside the status update bar and select the multiple choice options you want. You can use this to ask the audience for feedback.

Edit Photos

Now you can edit photos directly in Facebook. Enhance it, crop or rotate and apply a filter. Give the photo a single tap then use the options available on the bottom of the screen window.

Twitter

Embed a SlideShare Presentation

Followers can flip through a presentation without having to leave Twitter. Just link the presentation and it will embed itself automatically.

Analyze your Tweets

Almost everyone has Twitter and now you can use Twitter Analytics to see the engagement you have.

Bottom Line

These are just a few of the cool new features on social media platforms and these are continually being added or changed. Research new changes periodically as these can make your posts easier to manage.

Don’t Forget the Keywords in Email Marketing: Make It Short and Sweet

The word was born in the blood and took flight through the lips and the mouth – and for ages this was the best way to learn of something new.

Later, of course came books and newspapers.  Still the best way to learn of a product or service was through the almighty word of mouth, until the advent of email.

The Importance of Email

In the fast paced age of digital marketing, email is king. Emails are your window to the world and the best way to reach your consumer. So if your emails aren’t getting the attention they should; well, that probably means you aren’t getting the attention you deserve.

Most of the time your first interaction with customers starts online, so you’ll need a good business email address. This may seem like common sense, but many business owners still rely on personal email accounts. Make sure your email has the ending of your domain name. However, there are also a couple of other things you can do to get your email noticed.

Keywords

Be sure to use keywords in the Subject line. These are critical as almost a third of email recipients will determine whether an email is worth opening based on the subject line.

Keep It Short and Sweet

Keep your emails short and sweet. Get to the point quickly as most of these are read on mobile devices, where the screen is small.  So keep email messages to about 5 sentences max. That’s a lot shorter than a blog or personal email.

It’s Important

Email marketing is still the most effective type of marketing available to small and medium size businesses. It’s a very inexpensive way of marketing, but you gotta abide by the rules of email marketing to get it to work for you.

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.

How to Innocently Create the Most Popular Facebook Marketing Post

One of the hardest objectives when using social media marketing is to get consumers to respond with comments on a product or a post. And why are comments important?

Truth is when consumers comment on something you’ve posted on your business page, you get more engagement and this turns into more views and in most cases, more sales.

To demonstrate the importance of this, at Uluad we are always trying to find a prime or best examples of the way social media advertising is used,  that’s precisely why today I’d like to touch on a recent post made by Groupon.

Understandably, we don’t all have products like this, but what makes this post so efficient is not really the product itself, but the innocent and humoristic stance Groupon took in replying to many of the comments made. It was a predesigned plan that gave them a “Sold Out” status on this product.

banana bunker

What is Groupon?

Groupon is a discount shopping site that specializes in products, trips and discounts of all kinds. It’s this that makes it kind of tough to find a post that doesn’t seem like a total hard sale but they did it with one of their long time sellers the banana bunker.

 

The company has frequently gotten email regarding this product so they planned accordingly for this Facebook massive success which turned into a gold mine of engagement and sales (actually they could have planned the sales end a little better by keeping more than 600 units in stock.)

This daily deal post became the company’s most popular Facebook content ever with more than 12,000 comments, 18,000 likes and 43,000 shares. Their success lay not just in the appearance of this plastic fruit protection container but also in their simplistic and innocent responses to the sarcastic consumer comments. The Banana Bunker has always generated salacious comments but this time Groupon decided to plan on getting in on the joke.

banana bunker1

The Team work

Groupon put five people on the social media planning here, with three specifically responding to the post.  All in all it required about 2 hours to respond to about 150 to 200 comments.

When the team was interviewed, Groupon says that this type of comment is common for their social engagement and works on many of their other products as well, though not necessarily in this volume.