Using Facebook to Maximize Lead Generation

Lead generation accounts are not exciting and developing strategies can be annoying. Some of the interesting elements of a standard PPC campaign simply are not there. However, there are strategies for lead generation that open up some exciting possibilities. If you think this is all going to be a business-to-business format, you are mistaken. Facebook allows for some unique opportunities which create highly functional PPC strategies on social media.

You have to accept how Facebook has evolved before you begin. It is no longer a gossip center or an opinion rant platform. Facebook has become a very powerful marketing tool. Assuming that you have an idea of the type of people who are in your target market, you can target Facebook users for your funnel, and then make use of cross-channel attribution to fill up the funnel and grow a beneficial conversion or lead volume. Here’s how you can do it.

1. Take Advantage of Carousel Ads

You should tell a story about your product or brand with the use of carousel ads. These can be used to highlight different qualities of what you are trying to sell, and encourages engagement. The carousel ad can support as many as five images with a link, and that is an essential part of the lead generation. Facebook will tell you that carousel based link ads can have as much as a 50% lower cost per conversion than the single image link ads, and also on to 30% lower cost per click. Those are pretty impressive figures and make the carousel ad worth using.

2. Funnels Can Be Used to Tell a Story

The message isn’t grim tale, either. The funnel as a storybook involves guiding a prospective buyer down the sales funnel, maintaining a conversation about the product or brand along the way. Facebook suggests the best way to use storytelling is a three step process:

Step 1. Introduce the Brand to the Consumer

This is an introduction that tells a customer about the brand or product and doing some education about its value and benefit. It is all done before issuing a call to action. The emphasis is going to be on the message. You generate leads by using video ads or even carousel ads which will broadcast the message of the brand. The message does not have to be a hard sell at all. In fact, it is a good idea to go soft.

Step 2. Use a Little Teaser

As soon as the brand has been presented, it is time to show what the brand can do to benefit the customer. The advertisement which is used is going to provide a glimpse of what is offered, thus adding to the overall value. A suggestion is to use case studies or blog articles to get a customer excited about the offerings.

Step 3. Time for the Hook

You guessed it; this is the call to action part of the story. Like any happy ending, you’ll be bringing the story together and persuading people to do something such as shop a little, perhaps sign up for a newsletter, or learn even more about the products being offered by the brand. You proverbially seal the deal with the call to action. Carousel ads can be used that provide a sign-up or invitation to inquire about more information messages. These will help with lead generation.

3. Mobile Lead Ads

Facebook profiles will furnish the information necessary to build an email list as well as the other means so important to follow up on any leads. Included are information pieces such as name, email address, city, state, and zip code.

Right now the mobile lead ads for Facebook are still in development. You have to pay close attention to future events before you commit to them. In any case, lead generation can be done with follow-up calls sign up for newsletters and price estimates to be sent to the proper addresses. The way times are moving, with PPC being both social and mobile, you have to think a little bit outside the box. Facebook may be your most valuable means of developing lead generation.

What You Truly Need in Your PPC Toolbox

It makes practical business sense to try to stay as lean as you can. There are a lot of things that look attractive, but you don’t need in order to run a business. Taking an almost ruthless audit of those PPC tools you use can help. Of course, there are a number of PPC management techniques and procedures that are absolutely essential for being a good PPC manager. These can help get the job done while at the same time avoiding unnecessary expenses.

Competitive Analysis

It is a very tough, competitive business world. If you have no idea what the other guys are doing, you are exposing yourself to unnecessary problems. Basically, what you will do is try to determine the size of their budget, where they are allocating resources, and the ads they decide to run. You can use SEMRush or SpyFu to collect this information.

Reporting

Data is a cornerstone of the pay per click world and you always have a good idea about the figures. Unlike other industries, you are able to know exactly what’s working and what is not, and all this in a very short time. This helps if you have to get back to your clients with data reports. Agency Analytics is fantastic for those weekly updates. You can also use Ninja Cat as a backup. White label reporting can be done with either PPC management tool and there are other areas of interest from which reports can be derived.

Call Tracking

The responses that you get from your ads will help determine if changes have to be made in tactics and strategy. The better able you are to do call tracking, the less the chance of you working in a fog. You can expect prospects will want to a contact from a telephone, because it’s convenient. You not only need to be able to track such calls, but you also ought to have the capability of tracking whatever keywords convinced a prospect to make the call. Here again you have some options as far as the tools you can use. You can use Call Fire, and other tools in you kit can include Twilio, Analytic Call Tracking, or Call Rail. ACT is something which you can use if it is pay per lead you are attempting to analyze.

Keyword Research

Telling any PPC manager about how important keyword search is can be comparable to preaching to the choir. You know it is important, even though sometimes there can be a few flaws. If you want to get research that is both quick and highly effective, then Google Keyword Planner is at the top the list. You can’t beat the price because it is free of charge. This isn’t the only means of doing keyword research. Long Tail Pro and HitTail can also be used for the research with good results. They are particularly valuable for SEO.

Project Management

If you have a number of clients it is very easy to get confused. You have to be able to supervise what is going on in areas such as planning pages, keywords, passwords, and overall progress. Who is doing what has to be perfectly clear at all times. Excel spreadsheets can do the job for a while but as you grow you need aids that are a little more sophisticated. Basecamp is a superior project management helper. Trello is an excellent alternative and happens to be free, which helps the budget!

Sales CRM

Effective client management software is essential and it helps to have Sales CRM which has a mobile app. That way, no matter where you are the software is readily accessible. Pipedrive fits the need and is easy to understand. Hubspot CRM also has exceptional utility.

It goes without saying that management tools alone are not going to help you win a race. You’re going to have to be very sharp, have a good understanding of the marking figures, and be able to please client. What these instruments do is make it easier for you to concentrate on the analysis and not have to deal with tedious data collection sorting. They allow you to have a bit of a technical edge when you’re dealing with competitors in a very active marketplace.

Maximize Your Pay Per Click Campaign

A small or medium-size company is in a world of competition with larger companies. These bigger corporations have the kind of marketing budgets a little guy can only dream about. Thankfully, a lot of that changed with the Internet and the introduction of marketing tools from Internet giants such as Google. It is possible to compete in the open market and be successful because the cost of Internet marketing is small compared to conventional methods. Pay per click (PPC) advertising is something that a small firm can use to reach out to consumers, as well as build up leads. The challenge is how to use pay per click effectively. Some smaller companies did not get what they were hoping for in results, and decided to stop using pay per click as a result.

It is true that a poorly planned campaign will become costly rather quickly. Planning a campaign with the right information will help prevent the financial disaster. Some things can be used in a pay per click campaign which will not only cost less but help you get a lot more positive figures out of your efforts.

Link to a Good Landing Page. You have to make every click count because you pay for it. Consumers who might become buyers have to go to the proper landing page. It means that your ad cannot center on your homepage. Instead, be sure the landing page reflects what the ad is saying. Any information you provide that will be conducive to a sale is going to be essential. Remember that when you link to the page for the product which consumer wants, at the very least you’re going to be getting a lead. You may be able to get a purchase from this individual later on.

Use an Effective Call to Action. The art of persuasion can pay off. You need to convince a person to click on to the ad copy. Having a good reason is going to help. You also can be a little innovative and put your contact phone number into the ad. This allows for a direct call situation, and this could be a sale. Keep in mind that you have to have people ready to receive the phone call. Noting in the ad those hours when a call should be made is going to help in preventing a wasted phone contact.

Google Negative Keywords Are Great. Many businesses overlook this, and that is unfortunate because it can save a fair amount of cash. You’re able to develop a list of negative keywords with Google AdWords. This is important because it will stop your ad from ending up on searches which have unwanted words in them. They can be as simple as seeing to it that you have “free” as a negative keyword. It will mean that if anybody’s looking for “free computer screens” they will not be responding to your ad, but only those who are looking for a computer screen.

Check on the Keyword Performance you will eventually notice that certain keywords are going to get the best responses. The only way to be confident of the value is to track performance. Tracking keyword performance will mean that you are adjusting your budget on a routine basis, allocating resources for the effective keywords while getting rid of those that do not deliver. The keyword quality score provided by Google AdWords is more than just a note of the number of clicks. It also gauges the impact keyword has on your sales. Additionally, a quality score provides insight on the landing pages, the click through rates experience, and the relevance of the ad. Good ratings mean the keywords are delivering on the investment.

A good pay per click campaign will not necessarily be successful from the very start. Experience in working the numbers is going to eventually pay off, however. The tips in this article will help you develop the kind of tactics and strategies which will end up in boosting your sales. The best part of a pay per click advertising campaign is the cost is reasonable. You are not going to blow out your budget when you use this Internet marketing tool.

Proven Strategies to Succeed in PPC

You can think of PPC as the Pied Piper of the Internet. If PPC is used correctly, this marketing tool can draw a crowd of customers from which you can develop a very reliable base. Web traffic can be directed in a number of ways to your Internet website. Using social media and SEO can draw a crowd if you have the time. You have to be patient and build the audience and hope that improvements will occur in the rankings. For a number of business establishments, it is critical to be at the top of a search page as quickly as possible. This is where pay per click can help, allowing a business is to get the kind of search page notice it needs. A successful campaign rests on a good strategy. You think of the following as means of using PPC to advance your commercial cause.

• Ad Testing

Ad Testing will allow you to add some qualifiers to your traffic, guaranteeing that you get the right people and your budget expenditures are optimal. As you begin with a PPC campaign, use a few ads in rotation for those ad groups you created. Including the right keyword themes permits you to determine what messaging and ad copy will draw the numbers. The data derived from click-through rates and conversion rates will allow you to find the right word for the leads and users you want.

• Ad Copy

You need to have a good message to be successful, and that means having fantastic ad copy. A good PPC campaign has several ads, which allows a response to a given search query or the right keyword that exposes the customer to your message. Be careful about using generic ads because they are not always successful in convincing a user to click on the space. The ad has to correspond somehow to what the buyer is looking to find.

• The Call to Action

You can pull them in with the right call to action. The text is going to be crucial to generating the clicks you want to have. The phrases in the call do not have to be very complex; in fact, this simpler and more direct the call to action is, the better the chance of a positive response.

• Landing Pages You Use

Increasing web traffic is important, but a successful campaign relies on a little bit more than traditional figures. It is important to engage any visitor as soon as possible. A good landing page draws a traffic and generates leads. If the landing page you employ can directly address interest or the original query, you have a better chance of an engaged traffic that may be interested in what you have to offer.

• Targeting

The right audience is going to be important. The geographical target setting of your ads must be such that the right people see it. This makes the geographical setting imperative. It doesn’t do you any good to reach out to those whom you cannot immediately provide service.

• The Mobile Tactics

Mobile devices are not a current fad. There is enough evidence to suggest that this is a marketing tool that is gaining in popularity. It makes perfect sense for a consumer who is on the go. Rather than wait to get home to place a purchase, the transaction can be conducted from a smartphone or tablet. The point-of-sale can be anywhere that customer happens to be; you need to capture the moment. You have to understand that there is no set tactic to use when it comes to mobile devices. You have to be confident that the ad can fit into a small space, and a copy is legible. Ad extensions and call extensions are necessary to use in mobile strategies. A direct call to action is also going to help. You understand that to be mobile friendly will require some adjustments to the type of ads you might use on a PC. It is also essential to perform a few beta test of the mobile ad before you send it viral.

You want increased traffic and you also visitors to your website who are interested in your product or service. Take some time to set up the right PPC campaign. A little bit of prior planning is going to guarantee profitable success.

Local Business Can Profit From PPC

Marketing in the neighbourhood or local community was once very straightforward. Word of mouth referrals, a few flyers in the mailboxes, and some catchy advertisements in the Yellow Pages were the needful. There was no reason at all to get complicated. Business was trying to attract local customers and competitors were few and far between. It all has changed rather dramatically in the past few years. A local business has to put forth considerable effort to end up on the Search Results page of the major search engines.

Google has created a challenge by only showing three local results. This action and the present reliance on the Internet for commerce makes it essential for local establishments to make use of PPC to reach out to prospective customers. There are a few strategies which the small, local, firm can use.

Focus On Important Needs

Concentrating on what is important is a priority for a small business with a small budget. PPC campaigns are an expense and can be a financial burden. Those possible customers and clients who would most likely need a firm’s products and services should be targeted. Their need for what a business has can be turned into a great producing PPC campaign.

Target The Local Territory

An SEO general search in the local area will display the business establishments there. The community will also know the individual firms and stores. Both are reasons to concentrate on the geography. Those towns where a company does business should be targeted. Perhaps not every potential customer will be attracted, but the effort will still bring in a good number. Every town and local community ought to be included in the settings. You can alter bid modifiers for any of the targeted communities.

Conserve Budget Cash with Sensible Ad Scheduling

A small entrepreneur can decide where ads will run. Scheduling can be a way to optimize a little budget and get as much out of every penny spent as possible. The time of day for scheduling should coincide with the best opportunities for business. For example, an HVAC company may want to schedule the ads from dawn until noon. That is the time when emergency calls may come in for assistance. The difficulty with scheduling advertisements in the late afternoon is that a call coming in is booked for the following day, and the caller may look elsewhere. The early call, prompted by an ad scheduled at the beginning of the day, may result in immediate work.

External Variables Need to be Minded

The same HVAC company may be able to take advantage of weather conditions. If the forecast calls for several days of 100° weather, ads that promote emergency help can be scheduled. In this instance, the HVAC company can increase the ad spending and extend the schedule to run into the early evening. Ads promoting same-day service can be used at one point and as the heat wave hits, different ad content might be employed (same day service might not be possible due to a massive volume of calls). It is important for a small business owner to remember when doing the scheduling always to deliver what you promise. If that promise cannot be fulfilled, then no amount of advertising is going to improve conversion rates.

Be Optimistic, but Realistic

Entrepreneurs dream about profits, and those who have companies in small towns can achieve a nice margin by using PPC correctly. It is necessary, however, to be realistic. There is a lot that PPC can accomplish but there is a limit. Those people who have a great need for given products and services, and are using the Internet to find them, will respond favourably to your PPC campaign efforts. At the same time, no one can fabricate a demand. PPC is not able to make people rush right out and buy some they might not need right away. A small enterprise in a local community needs to be persistent and use PPC on a continuing basis. There may be some mistakes made along the way, but that is where an entrepreneur experiences the greatest learning. A local business can do quite well with PPC realistic goals and objectives. Being optimistic, though, is not a bad thing. PPC campaigns show time and again how productive they can be in the Internet economy.

You Can Generate Impressive Leads with a B2B PPC Campaign

We think of PPC campaigns as being primarily B2C tools but that is not always true. PPC can be effectively used as part of a B2B effort if used properly. You can maximize B2B sales if lead nurturing is part of the closing. This means you have to have a good lead to start, and a PPC campaign is going to be able to collect a fair amount of those. This is the difference between a B2C and B2B use of a PPC campaign: the latter seeks to build up an email list.

B2B sales cycles can be a little longer than ordinary. Buyers are going to be doing research and will be taking up content. If you understand that, you can help them with the research and the same time get their email address on your list. The email will enable the buyers to have better access to your content and give you some control over their activity.

The Top of the Funnel Isn’t the Only Place to Get Leads

It is at the top of the Funnel where the email addresses of a qualified lead are ordinarily found. It is not the only place, however. You can pick up those important leads all the way to the purchase itself. You simply have to determine at what point in the funnel you’re going to be doing serious collection. It does mean adjusting your activity to better fit the characteristics of a B2B.

Designing an effective PPC campaign requires pinpointing where in that buyer’s journey you will be targeting leads. Often times, the PPC campaign in a B2B environment will provide information in return for the email address. Wherever your target is in this buyer’s journey, the information you offer as to reflect that targets location in the process.

Moreover, the buying decision has to be thought about. Different purchasing situations will require different sets of players. It is up to you to identify those roles which the various actors are going to play in a given buying scenario.

Primary Qualities of a B2B PPC Campaign

A landing page and ad copy will be required. However, these cannot be centered on product or service. It is going to be content, and you will be starting your campaign effort with the content piece you select on an offer.

If you’ve done your research correctly, you have defined your target population, where they are located in that buying journey, and the roles they will be playing in any buying scenario that is linked to your service or product offer. You are able to determine the information a given individual is going to need, and this is a major part of your content marketing. Always remember that the content of a B2B PPC campaign has to convince the target population to give contact information. With that, you can design landing page, add copy, and adds that draw the curious.

Forms Are Important

A form is used to gather the information and a good one on the landing page will influence the conversion rate. But it comes to form design for a B2B PPC campaign, the greater value of your content will provide more context information. Another consideration is that if your target population is further on down the line buying process, you’ll want to gather more information. Additional information measures interest and helps in qualifying the leads you are gathering.

It will be important to test what provides the best results. It can mean that you are not only asking for an email address, which by itself has a high conversion rate, but additional information that can generate better quality in the lead.

Knowing where the target population is in that buyer’s journey is critical. Email addresses can be reaped at the top of the funnel. Bottom of the funnel leads are those ready to consider making a purchase.

PPC Campaigns need Positioning

Content with high conversions is an excellent place to position PPC campaign. A follow-up plan should be ready so you can reach out to anyone who responds to your campaign context. It is important to know ahead of time where you are going to be directing any leads you collect. A plan of action for the future activity, such as telephone calls, are going to allow your PPC campaign to be that much more profitable in your B2B efforts.

Making Your PPC Campaigns Better with Keyword Improvements

You cannot underestimate the importance of keywords. The right ones will get you noticed by the search engine spiders, and the best ones will land you on the first page of search results. You need to take the time to do some basic keyword chores: analyzing, review and refreshing them on a periodic basis. It sounds simple enough, but you may have responsibility for large paid search accounts or have numerous accounts to manage. It means that you may be adding or removing ad groups and multiple keywords on a routine basis. Nevertheless, there should be a method of checking and fine-tuning what you have. Any account optimization schedule needs to have a keyword review plan in it. There are some basic techniques you can employ to make your campaigns even more efficient, and be able to take advantage of any opportunities which suddenly arise.

Assess the Current Situation

You must take a look at what you already have. The review requires checking the existing campaigns and ad groups. You have to take a look at everything and make certain that what ad groups you have are what the existing campaigns need. You may have a few products which currently do not have an ad group, and a new one has to be created. You can activate such ad groups at a later point in time.

Focus On the Overachievers

You probably have standard keyword terms that provide stellar performance. You can establish individual campaigns with dedicated budgets, and place the keyword terms in ad groups designed just for them. It will allow you to maintain your overachievers and avoid having them accidentally eliminated.

Weed Out the Losers

You have to take a critical look at those keywords which you are currently using. Data for the last several months should be examined to see what keywords are performing and, more importantly, which ones are not.

Keywords that show no click data or impression can be eliminated. It makes things more controllable while at the same time improving the quality score at the account level. The audience is a key factor. Your opinion about a given keyword does not matter.

You review keywords with low-quality scores, high costs, and show small CTR figures. Different options such as new ad copy, a landing page which is better, or lowering the bids may improve the performance of these keywords. If not, these terms should be put on hold for a while.

Accentuate the Negatives

No account manager should rest on the laurels when it comes to negative keywords. It is possible that a lot of research has gone into building up a very strong list of negative keywords, but that might not be enough. People will conduct searches in any number of different ways, and these are not always anticipated. There’s always room for improvement and capturing the best negatives. A search query report makes certain that you are using only the best negatives that are effective in your line of business. Just like with the regular keywords, you will have to do routinely an audit of the negative keywords you have. It is the best way to guarantee optimal use of these tools.

Use the Tools Effectively

Spring cleaning could take its toll on your account. You have gotten rid of all of the unnecessary keywords, but it may have left you with not enough to get jobs done. Ad groups might be necessary, and you have to be able to furnish them with the right stuff. Google Keyword Planner is an effective way to find out if there are some new keywords to take advantage of, and perhaps use for necessary buildups. The Query Search Report allows you to focus more closely on users. Are they searching for those keywords of yours? The report can help find the answer as well as uncover some keywords that can beef up your ad groups.

It is a fact of life that ad campaigns get over-loaded in time and need a little keyword production and fine-tuning. You really should not ignore this bit of house work. The competition is always going to be there, and the other side has eyes fixed on your share of the pie. Doing the needful and making certain that you have the right type of keywords, and constant searching for new ones, is going to keep you one step ahead of those wolves.

Watch Out for These PPC Mistakes

All Internet marketing gurus agree that Google AdWords is an awesome platform that needs to be capitalized on. You are doing your clients or employer no favors if you ignore it. Outbound marketing can be a bit daunting. For example, if you are selling something with a high ticket value, such as a home entertainment system, you want to engage those who are actively seeking the product; anyone else is simply not worth the time or effort. You are going to have a higher success rate when you are able to speak with a market segment whose members ask the question you want to answer. That is the beauty of Google AdWords.

Those who use Google AdWords will employ queries to actively segment themselves. What they type into the Google search engine guarantees you are addressing only those you want to engage, and you as the account manager will pay for the clicks received. On paper, this does more than push awareness but generates a response as well. It is too bad that Pay per Click (PPC) advertising does not always follow the script. We live in an imperfect world and mistakes are going to happen. Here are a few you ought to avoid in your PPC campaigns

  • Forgetting the Landing Page. You may have gone the extra mile to craft killer PPC advertising, generating splendid click through rates, optimized everything to the nth degree, and have gotten excellent traffic headed to your web site. That is all very nice, but the landing page better be of high quality. Internet consumers are not in the mood to be bored. If they do not have a delightful experience, they will move on and you will have wasted all of the previous effort. The landing page and the overall user experience is crucial. PPC campaigns are headed for failure if the landing page is the last thing on the account manager’s mind.
  • Boring Copy. You do not want to put an Internet consumer to sleep; dull copy puts them in a coma. Granted, you have a challenge in front of you. PPC ads have a limit on the characters, which means you are rarely able to wax poetic. Still, you ignore ad copy at your own peril. The words encourage the click. You must have an encouraging call to action, and have more than one version working for you at all times. You need to be certain the copy is fresh and delivering expected results by monitoring copy on a routine basis, discovering which has the most productive text in the process.
  • Forgetting to Check on Things. You have the option to change a campaign’s features while it is in action. Digital marketing will allow you that business privilege and you can fine tune the copy to get great results. With this in mind, you ought to monitor the PPC campaigns you have running. It only takes a few minutes of your time every day. You will be able to discover the high performing keywords and adjust your bidding. You also are able to get rid of those keywords which are costing more than they are worth. PPC campaigns will falter if they are not daily checked.
  • Failing to Consider Keyword Matches. This is part of the pre-launch planning. You have to decide if you want exact or broad match keyword setting. Broad match ads can include spelling errors, other relevant and related searches, and synonyms. Exact means precisely that. The exact match ad will surface only when the exact, word for word, phrase is inputted into a Google search. You get to decide what keywords will be used, but be sure to make use of negative keywords to prevent undesired keywords from causing problems.
  • Forgetting to Measure. This is not an exact science, but you do need figures to get an idea of performance. You can gather an incredible amount of data form a PPC campaign, and it is sound business to track performance. You can do this easily by linking the AdWords account you have with the Analytics package. This permits you to look at quality scores, click through rates, and conversion rates among things. These are not just interesting statistics. The figures help you better understand keyword performance.

Think Twice about Your Brand Terms

There is nothing wrong with occasionally questioning some of the daily routine chores. We often get a better understanding and can even gain profitable insights. You probably wonder why it is important to bid on brand terms, particularly when your brand holds down the top spot in SEO. You are not alone; most PPC marketing managers question the duty from time to time. It seems sensible that a customer who is looking for your brand term will click through to your website. So, why waste good money on a wasted click? The visibility is already fairly high.

It is a cost sensitive question. No marketing manager has a sugar daddy and marketing budgets can be pretty tight. Those brand terms used in PPC are expendable if sales can be found elsewhere. They become quick victims of any budget cuts. Nevertheless, do not assume SEO is going to attract PPC traffic all of the time. It makes good sense to test the impact and not always work on a guess. Consequences of not bidding on those brand terms will differ depending on the degree of competition, and the client.

Brand Bidding Has Changed a Bit

Remarketing Lists for Search Ads (RLSA) has made an impact on brand bidding and you can test brands, and any audience driven product, in your PPC accounts. More is known about whoever is searching, and you don’t have to be as concerned about taking action on what a consumer is looking for. There is now sufficient data to know if a group of people are not serving a given ad; additional information gathering is not needed. Instead, the emphasis has to be on which ad will be presented to the buying public.

Let’s take a hypothetical brand, “New Product Communications,” which is a brand providing television, phone, broadband, and also mobile services to its customers and clientele. A traditional brand test would be an ad with the term “product communications”. An alternative would be to not show an ad and follow up by measuring what the impact of doing this might be in the final results. Qualifiers might include a given period of time, geo-targets, or an hourly approach to the test. The ad copy itself would remain the same in all cases.

That is yesterday’s test approach. Audience-led searches make it possible to ascertain if an existing customer is looking for “product communications”. The next step determines the kind of customer; if this person is television only, or perhaps just mobile services. The new information will make the display of a PPC ad based on brand terms more valuable for retention, upsell, customer acquisition, or all three.

Noting the New Value

Current customers will be able to see cross-sell messages instead of just available products only. Those who have the entry level offering can be exposed to upsell messages. Referral schemes are supported with site links and the customer service is enhanced. The value of the brand term becomes greater as audience data is employed to fine tune communication. It doesn’t stop here, either. Audience-led searches and RLSA can also be used with brand terms to include the exclusion of existing customers. Budgets then become more focused on purchases, announcing new product offerings without angering present customers who are not eligible for any discounts. A product specific ad, developed on previous on-site activity, can be shows to a prospective customer. Existing customers can be given the opportunity to have deep-links to the login pages of the account.

Testing This

Granularity and specificity derived from using RLSA can be crossed out with an on-off test to check on brand term value. Customer KPI will influence the strategy for brand terms in the PPC. Measurement will be essential because everything must be backed up by data. Clients will, no doubt, reconsider the value of brand terms in PPC with the new information. This will be helpful since CPCs are now increasing in use. Being as close to the audience as possible will drive desired returns. Brand terms will take on a greater role in delivering the goods. A smart PPC manager will take note of their value and think of them as more than just routine parts of the project.

You Can Fine Tune Your PPC Bidding Strategy for Better Results

A paid search has three essential elements: Bids, Keywords, and Ads. Bids have changed significantly in the last year or so. This development requires account managers to take a very serious look at bid strategy. As bids themselves have changed, the same is true for the tactics used in order to gain an advantage.

Simply put, the best CPC bid has an equation of conversion rate times target cost per conversion (Conversion Rate x Target Cost Per Conversion). Account managers would place historical conversion rate data by keyword on a spreadsheet, include with it a target cost per conversion column, and multiply both to get the right CPC for the account. That is all well and good, but now the decision has to be made as to the proper overall bidding strategy to use. The following are some options.

  1. Regular Bidding
  • You control the CPC for every keyword you designate;
  • This is going to consume time, because you will have to check the bids so they are effective given what can be changing conversion rates.
  1. The Enhanced CPC Approach
  • Google will utilize experiments on every one of your bids, decreasing or increasing the numbers based on how your ad might convert. Good results will cause Google to move from your default to an Enhanced CPC;
  • These work well on those accounts where bids are not regularly optimized.
  1. Auto Bidding
  • This gives the maximum number of clicks Google will derive from the daily budgets of your campaign. Bid adjustments will deliver less expensive clicks;
  • It works best for those accounts which have small amounts of conversion data. For example, the only statistics tracked are website visits from browsers;
  • It comes in handy if you have to cut back on budgets due to high lost impression shares;
  • Auto bidding could buy cheap clicks with poor quality. Store visits and telephone calls could drop as you lose the interested audience which came with high CPC keywords.
  1. Google Conversion Optimizer
  • Google can set the bids and allow you to generate conversions;
  • This will work in those accounts with reliable trends of performance. Business with seasonal fluctuations may want to think twice about this, because the Optimizer will have a negative impact on bids because of a few days of slow business;
  • You would be wise to record Conversion Rate and the CPA of your campaign before you use the Google Conversion Optimizer. That way, if after a few weeks the figures are not improving you can go return to using the manual bidding

Impact of Bid Modifiers

Account managers know how different situations will affect the keyword bids. Consumers using different mediums (desktops, smartphones, etc.) and will not have common conversion rates. Bid modifiers can help. You are able to fine tune your bids for time of day, week, or other criteria based on a percentage.

These will perform like regular CPCs in determining what they ought to be. You can quickly develop a good system of bid adjustments that reflect time of day or another criterion such as mobile devices. Control is always something to think about. Multiple overlapping bid adjustments may be necessary.

What About Flexible Bidding Strategies?

AdWords now permits flexible bid strategies which may have significant benefits for any campaign. You are no longer tied down to one form of bidding. It is possible to develop a bid strategy to be applied for those campaigns where it is needed, without having to create an entirely new campaign. You can bid one CPA target for a low value keyword, and quote another figure for a bid on a high value keyword. Additionally, in the same campaign, you can have a Top of Search Page bid.

You must know what goals you have, have a regular update schedule, and monitor activity to be successful on Google. This is true whether or not you decide to use flexible bidding strategies or bid modifiers. It is the kind of work and the amount of time spent on chores that have changed. It is definitely worth the sweat equity and you will discover that your bids become better, generating the right kind of results. It is certainly worth your while to think seriously about any changes to your PPC bidding strategy