Category Archives: Advertising

Why you should use Pay Per Click advertising 2: Optimising your PPC campaign

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Having a Pay Per click campaign is one thing but you need to make sure that you get the highest click through rate possible.

If you optimise your Pay Per click campaign you will reduce the cost per click to your business, get a better quality score on your Google page rank and get a higher click through rate for your efforts.

You will improve your campaign ROI (Return on Investment) and you will increase awareness of your brand in your chosen market..

You do need to consider a few factors that will help you optimise your campaigns.

Choosing the correct advertising platform to run your adverts is important. Each platform has benefits and challenges. The three largest PPC advertising  platforms are Google Adwords, Microsoft adCentre and Yahoo! Search Marketing.

Don’t discount other advertising platforms.  Facebook Ads have the potential to reach almost 1 billion users and Twitter is bringing paid advertising opportunities into its offerings to customers

Before you start your campaign makes sure that you have a clearly defined objective, goal and call to action.  What do you want your readers to do when they reach your page?  Do you want them to download, purchase something, or subscribe to the newsletter.  Make sure your call to action is clear. Without a carefully thought out call to action, you will not be successful. Other things you need to consider are:

  1. Carry out audience segmentation and define the audience you want to reach. Research on different audience groups and segment them in ways that are meaningful to your business. Are they seniors, middle aged families or teens?  Are they stay at home mums or workers? Retired or job hunters? Single or in a relationship. Once you have your segmentation, you can start to put your plan together.
  2. Define your intended location. use geo-targeting to focus on a small location. This is useful for advertising campaigns in physical locations, such as the opening of a new shop or business. You can then ensure that the relevant people will see the advert
  3. Define your keywords. Segment your keywords into groups according to the target audience. Think about using negative keywords and spelling mistakes. Consider joining words together.  People often make typing errors when they search for terms. Do proper keyword research across all platforms and use these effectively.
  4. Work on the landing page or destination page for each advert.  Experiment with different copy on each page. Change the images and wording for each landing page you test. you will then be able to see which version of your page is the most effective.
  5. Position your advert in different areas of the page itself.  Does the advert work better at the top or the side of the page?  Experiment with the ad to see where you get the most clicks.
  6. Test, Test, Test.  Try different ad positions and different landing page combinations. you will be able to check which ad is having the greatest impact.
  7. If you find that some of your ads are not working, for example, they have a very low click through rate then remove them.  You can then focus on the higher clicked ads and refine them further. you will then have extra budget available to invest in your top performing keywords and optimise your strategy for other ads.
  8. Have a look at your keywords often and evaluate how they are performing. Remove any keywords from your ad with poor quality scores and focus on those keywords that give you good quality scored. If any keywords are not performing well then pause the campaign for those keywords.
  9. Review your goals and optimise your campaign. After all you want much more than clicks. You want the clicks to convert into actual downloads, leads ad sales.
  10. Keep measuring, optimising and testing to get the best quality campaign across all of the platforms.

Creating a great PPC campaign is a large investment in time and potentially money.  But if you have time to invest in your PPC campaign, then the results will be significantly better than a poorly placed advert that gets you nothing but wastes your time.

Part one: Why you should use Pay Per Click advertising 1: Benefits

Image Credit: swruler9284

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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Why you should use Pay Per Click advertising 1: Benefits

imageIf you want to make sure that your advertising campaigns are getting good traction with your readers, then the best model to use is the pay per click (PPC) model. This model is sometimes called the cost per click (CPC) and it demonstrates to the marketing team that a definitive action – the click – has actually taken place.

Pay Per Click is better than Pay Per Impression (PPI). PPC ads give you a way to measure who has actually clicked on the link, not who might have seen the link

A decision can then be taken on how best to modify the campaign to complete the sale, or to increase the awareness of the products.

There are several benefits to the pay per click model which makes it a really good choice for small business advertisers that want to maximise their maximum spend.

It is easy to target specific segments of the audience with different types of adverts. Different wording, and images can be used for each segment so that market intelligence can highlight which paid advert is working the best.

You only pay for clicks. If you have a poor performing ad, you won’t have to pay. You then can improve your advert to generate a better return next time.

    • A Pay per click model can generate instant traffic to a web site or micro site with an offer. The numbers of clicks then can demonstrate a return on investment for the marketing campaign.
    • The results are easy to measure.
    • Do careful research on the best keywords to use in your advert, you will get immediate benefits almost 65 per cent of clicks for keywords go to paid ads. Google Adwords can help you decide which keywords have the highest competition and which would be best to use on your ad
    • If you get your keywords right then you are more likely to appear above the fold (that’s the area of space on the screen before you scroll down).
    • Effective paid for adverts are difficult to detect on a search results page with over 45 per cent of people being unable to identify which are the paid for ads on a page.
    • You have total control over your campaign. You can analyse which words or images had the most impact on an area or segment of the population and use this to further drive your efforts

Effective PPC marketing will give you a better click through rate and improves the return on your marketing investment. It will help you grow your business

Now we will focus on How to optimise a PPC campaign for the best results..

Image Credit: swruler9284

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Scheduling your posts on Facebook

There are new marketing tools that have been announced for Facebook.  Now you can schedule your posts on your page

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Click on the clock in the bottom corner of the status update for the Page and add the Year, Month, day and hour. 

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You can also add posts which only display to a certain segment of the audience for a Page.  For example, you might wish to target your campaign entirely at men. These posts would appear on the right hand side using the Graph API Developer Page.

This is an advanced marketing feature and it is obvious that Facebook are using this feature as an opportunity to generate revenue for status updates.  Currently you can update your status as often as you want at no cost.  With the ability to segment your status updates to make them visible to certain demographics, you can tarokoget your messages much more carefully. A clever move from Facebook.

Facebook has also given more granular permissions to Page admins.  This means that if you have a team of Admins, you can become much more specific about roles that you assign to other administrators of the site

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The roles are cumulative – meaning that the Top role, Manager has every permission, whereas Content Creator, Moderator, Advertiser and insight Analyst have decreasing roles across the page.  This is really useful if you run a large team of Page administrators and you do not want everyone to have overarching permissions.

More information is over at the Facebook Developers page 

 

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Sync your Amex card with Twitter for hashtag offers

This is a nice bit of innovation from American Express.  Now you can sync your American Express card with Twitter and receive offers when you Tweet or check in with Foursquare.

When you use Foursquare to check in to a location where an Offer exists, a message will be sent to your mobile device notifying you of an available offer (such as, by way of example, a statement credit or point of sale discount).

If you would like to take advantage of the offer, you must first activate certain offers by pressing the “Load to Card” or similar button. To redeem an offer, follow the instructions and use your Card for the purchase.

On Twitter you need to look our for special offer hashtags from American Express or the brands that are partnering for the offer. using the hashtags loads the offer onto your synced card. Once the offer is loaded onto your card, use the card to pay for the offer and the offer is applied as a statement credit on your account.

This is a great way for Amex to measure levels of engagement through hashtags and offers. The merchant bears the cost of the discount and pays Amex the transaction fee for each transaction.

Currently the brands offering discounts seem to be US based, but the offer conditions also apply in the UK according to the terms and conditions on the web  site.

How long will it be before other debit and credit cards follow the lead of Amex and connect their social activities together too?

This is a good initiative which ensures that future campaigns will be seen by as wide an audience as possible – for the minimum of investment.

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Advertisers continue to run campaigns on Facebook but GM pulls out

Creative agencies are all in agreement. Facebook is the place where they intend to run their advertising campaigns.

According to the All Facebook blog the graded results were:

    1. Facebook 85.1 per cent
    2. YouTube 44.8 per cent
    3. Twitter 39.1 per cent
    4. Google Plus 24.1 per cent
    5. LinkedIn 21.8 per cent
    6. None 10.3 per cent
    7. Foursquare 9.2 per cent
    8. Other 3.4 per cent
    9. MySpace 1.1 per cent
    10. Digg 0.0 per cent

Facebook has dominated social media advertising for some time and these figures are far ahead of YouTube.  The figures seem stable, as this eMarketer report from 2011 shows

Social Networks Used for Ad Campaigns by US Marketers/Agencies, May 2011 (% of respondents)

The eMarketer results show a preference for advertisers to show a broader social channel advertising spread with two and three channels used.  Interesting especially in the wake of the news that General Motors will stop advertising on Facebook due to disappointing results and no impact on customers. it paid $10 million to Facebook in 2011.

Ahead of Facebook’s IPO on Friday this could be bad news for the social networking site which is looking to raise an estimated $104 billion from its IPO

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

 

Air New Zealand putting challenge at 30,000ft

Are you bored when you fly long distance on planes?  Have a look at the latest promotion from Air New Zealand. 

It sponsored the PGA Pro-Am tournament and held a putting challenge whilst in the air.

As the plane flies nose up, you will need to know how to putt down hill, and I’m sure there were other challenges of getting the ball exactly down the aisle out of the way of feet, cushions, blankets  and bags.

The leaders seemed to deliver the putt quite a distance, achieving 23ft whilst in the air on 23rd and 24th March. Air New Zealand claimed that this promotion was the first of its kind.  It is probably right too.

But it’ not the only innovative idea that the marketing team have come up with. It surprised 60 diners in Melbourne with free flight tickets in November.

A great publicity generating idea for the brand Smile

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Google’s patent filing gives us ultra targeted ads

Google has filed a patent giving it an insight to where we are when we use our mobile phones. 

Ear we go: Adverts could soon be produced according to environmental conditions such as background noise, if Google's patent becomes reality

According to the Mail, this technology could glean information from the background sounds in your environment and use this to deliver more targeted advertising to you

The patent ‘describes using ‘temperature, humidity, light and air composition’ to produced targeted adverts’.  There are some huge possibilities here for advertisers if Google decides to go ahead and develop a sensor from this…

One one hand this could really benefit consumers.  They get ultra targeted ads, relevant to the time of day, weather, humidity, or local conditions.  It could be an ad mans dream.  But there could be other, less desirable outcomes…

According to Ofcom, 22 per cent of adults and 47 per cent of teenagers use our phones in the bathroom. Goodness only knows what sort of ads Google would be sending us based on the data it gathers there…

Certainly one to watch – when – or if it ever makes it off the drawing (patent) board…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

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