A Good CRO Strategy Helps Generate Better Figures

Conversion Rate Optimization (CRO) is a constant component of Internet marketing strategy. There will always be new clients for websites that will require a good CRO strategy. CRO testing requires a structured process which, if followed, will guarantee that everything is running properly.

1, Necessary Information

It doesn’t mean gathering statistics for the sake of numbers. Certain areas must be used for the CRO strategy as opposed to others.

  • The Volume of Traffic. It is that traffic going to the website which will have tests run. Knowing how many visitors have viewed the site allows us to choose what analytical tools will be required. It will also help in prioritizing those pages which will be tested. Measurements for traffic volume can come from a number of sources. Google Analytics will allow us to divide up the information by traffic type, traffic that occurs on specific landing pages, and what is the overall volume of traffic to the site. Add interfaces can also help, by measuring clicks to specific URLs.
  • Pages to Consider. It can be pages by volume of traffic or even pages that are considered important to the client strategy. The overall marketing strategy can also help determine those pages that will be reviewed for performance. The overall goals of marketing and those goals assigned to the website are going to be important when it comes information for CRO. It is understood that marketing strategy will change if those goals change, and this makes revisiting the goals on a routine basis important.
  • The Conversions. Conversion numbers let us know if we are reaching desired business goals. It is possible to assign values to individual types of conversions, and understanding those values helps in determining what pages are going to be tested before others and what information ought to be given priority when we conduct tests on a landing page.
  • Funnel Process Knowing the post-click conversion process on our website enables us to achieve user expectations better. It also serves to minimize friction the user might feel when touching down on the landing page.

2. Data Collection

We identified where the information is going to come from in developing our CRO strategy. We are now going to be collecting the appropriate data for creating the testing structure and any testing recommendations for the landing pages. We can use the following tools to gather the statistics

  • Heatmaps. This will allow us to collect figures on what the visitors will focus on as they arrive at the site. The heat maps on the website will measure user behavior accurately. Information will allow us to find out what parts of the site are most interesting, and these will help us structure our tests and determine those pages which will be the first tested.
  • User Testing. User testing identifies areas for closet inspection. We can use videos of users who are navigating the site and responded to questions about what they liked, what they didn’t like, and what they would do to meet their needs.
  • Feedback. The feedback used will be any initial reactions a user has when initially visiting the landing page. We concentrate on the visitor’s input of what’s being offered in the first five seconds after arrival.
  • The Analytics Employed. Analytics interfaces will offer up considerable amounts of data. When it comes to website optimization, the pages per visit, time off-site, and bounce rate are going to be important. These can be reviewed either within the interface of analytics or in-page analytics. Those performance behaviors measured are going to be sufficient to allow us to set up a solid testing structure.

3. Bringing It All Together

We combine the information and data once the above is completed. This is what we will use to create a basic testing structure for our strategy. We create recommendations that we suggest being used with the strategy and begin testing once the client has shown approval.

4. Review and Analyze

There will be a final evaluation of strategy and landing page performance after the testing. The post-analysis allows us to find out whether strategy and testing structure increased performance. You can consider that to be the first cycle because all the steps mentioned above need to be performed on a regular basis. That will allow us to know if the audience responses remain and goals have not changed.

It is a given that the steps may fluctuate and change, but having the strategy in place allows you to test websites and create a solid plan of action. The clearer the picture is about the conversion rate, the better will the decisions be to modify or change it for optimal result.

RLSA Makes Advertising Both More Effective and Profitable

Advertising campaign managers know everything about pay-per-click and the bidding on keywords. It is targeted advertising that can enable their advertisements to be displayed prominently on the first page of a query. Remarketing lists for search ads (RLSA) makes search ads even more profitable.

RLSA allows you to adjust the search ads in favor of previous visitors to the web page. Bids are decreased or increased for them. The message itself can be edited to match user activity better. If, for example, a user does a Google search, should that user be on a RLSA list, then he or she will see new advertisements that stick out. RLSA sounds so appealing, but many marketers are not using RLSA to their advantage. This reluctance deprives of the use of a great advertising tool. There are two ways to utilize RLSA to your advantage

  1. Start a New Campaign, Establish the Audience, and Use a Target and Bid Strategy.

Target and Bid direct Google to display your advertisements if the user is on your RLSA and has seen your pitch before. This opens some great opportunities for you.

  • Unique Landing Pages. You can create them based on your list and what the user did before. If a user visited your site’s coat area in the past, the landing page could show images or messages about the latest coat discounts.
  • Broad Terms Can Be Used. This can be risky, but if you decide to use RLSA, you will be able to reduce cost exposure. The targeted group has been to your website earlier, is familiar with you already, and that increases the possibility of conversions.
  • Geographic Targeting. The RLSA can focus on a given territory. If you know there are locations which convert higher than others; you can direct activity to those DMAs and throw in your RLSA. You end up with a productive area where your efforts will include a focused campaign.
  • Cost Reduction. Low-cost items might result in AdWords bids driving up the cost of the product. The RLSA permits you to reduce bids and, consequently, overall costs.
  • Better Reporting. Changes happen in any campaign and auditing an existing one can be tough. Creating a RLSA based campaign reduces reporting errors.
  • Bidding on the Competition. If a former visitor is now looking for what the competition has, you can reach out to that person while they are looking. All it requires is adding the previous site audience to a new campaign and make use of your competitor’s terms.
  • Brand Campaign Enhancement. You can establish two brand campaigns in which one excludes previous site visitors while the other includes those who have visited before. You are then able to find out which one has a better conversion rate. You can also reduce the prices, alter the message, or do an up-sale to previous visitors.

You should be careful, though. New campaigns which have an audience will restrict traffic and impact on the number of new visitors. There is a chance you might compete against your regular campaign keywords by selecting bid only. You can avoid this problem by choosing target and bid when you include duplicate campaigns. The other campaign should be a negative audience for the first campaign and includes identical keywords.  

  1. Include RLSA Audiences to a Current Campaign 

This is easy to do. You add a RLSA to a campaign already in progress and set a bid using identical keywords.

You don’t need to be concerned about keyword overlap. You are creating a custom bid for each audience, and that should not be complicated. You add a RLSA to a campaign already in progress and set a bid using identical keywords. Front-end metrics will start looking good, and even better if you exclude another group. Advertising costs are going to go down because you will not be bidding on generic terms. A remarketing list can be created from any source as far as Google Analytics is concerned. Visitors from emails, those who went to your site in the past, or any other source makes things easy. Remember, however, to track any front-end metric changes as you add to the audience. The folks from the RSLA will see the same ad as those who are new to your site.

 RLSA allows you to upsell former customers better, get more conversions and even coax more conversions out of a previous customer. There will be times when all you should do is increase the audience and change the bids. This is not a big problem. You ought to weigh the costs and benefits and keep in mind the unique characteristics of your client. Those reminders understood, RLSA can be a very useful tool.

You Can Prevent Conversion Reports From Hurting Optimization

Conversion reporting is not uniform across the platforms. There are differences, and if you are not sure of how your figures are reported, you may have trouble in optimizing the conversion metrics. You need to be careful and understand the ways to prevent avoidable problems.

  • Know the Various Conversion Reports.

Conversion tracking needs the right information to help optimize accounts. Yahoo Gemini has updated how conversion reports are being generated, and the same is true for Google. PPC account managers must be aware of how the more important channels are handling conversions.

  • The Click Conversion and Conversion That are View-Through

Do not assume that all platforms will list the click conversion and view through conversions separately. Yahoo Gemini does not. That platform merges the click conversions and the view-through conversion into a single conversions column in the Gemini Interface. A customized report will help separate the two. Yahoo Gemini has a “Create Report” icon to allow you to generate reports to note how click and view-through conversions are reported respectively. You are then able to optimize.

  • Google Analytics Goals and the AdWords Conversions.

Don’t try to import Google Analytics Goals into an AdWords account. AdWords will combine all conversions in the UI, and this may result in over reporting. The best way to be sure there is correct reporting on conversion actions, the Tools>Conversion Actions of AdWords permits you to see everything that is in the Conversions column. You can find out what keywords or campaigns are showing dissimilar conversions by looking at the Segment>Conversions>Conversion Name to check on the conversion actions taking place at either level.

  • Unique Conversions (e.g., Bing UET)

Bing was once an overachiever when it came to reporting; you would often get more than you needed from UET. That has changed, and you do not have to settle for “All.” UET now offers a “Unique” conversion option. This update permits both “Unique” and “All” in conversion counting. The “Unique” option might not be useful if you are tracking orders since you need all of the data for tracking purposes. But, it is valuable if you are tracking leads. You simply edit the calls in the “Count” area and put in “Unique” to get the type of conversion counts you want.

  • Triggering conversion pages in the Tag Manager with the use of “Contains.”

It is important to understand the naming convention employed for all potential conversion pages if you decide to use “Regular Expression” or “Contains.” The same trigger used on both the checkout page and a service sign up can cause conversion pixels to generate on both. You avoid this by using the URL or simply “Equals.” If you keep an accurate record of the conversion pages, it helps avoid a naming convention that might lead to conversion problems.

  • Trailing Conversions

Day-of- click conversation will help with any optimization work. It becomes problematic whenever there is a delay in the click-to-conversion; the metrics are affected as changes occur later. The numbers in AdWords change as customers return later to a conversion. You can prevent the data skewing by using a window of time longer than a day when performing the optimizations. Google Analytics is a third-party platform that will report the conversions when they occur and is a good alternative.

No one wants trouble with conversion reporting, and there are some useful way to avoid bad conversion data:

  1. Record any URL used for conversion;

  2. Take advantage of several platforms like Google Analytics, using them to cross reference and double check on the primary conversion reports;

  3. Look at the established “Trigger” pages in Google Tag Manager. Be certain the correct pages are helping conversions;

  4. Use QA tools. Google Tag Assistant and Tag Manager Preview and Debug immediately come to mind.

  5. Take Advantage of offline metrics to determine if what is recorded online is truly happening;
  6. Look at conversion reports across platforms. There could be some discrepancies which will impact your conversion figures.

Reports can be misleading if you are not careful. Do not assume everything is fine when, in fact, the statistics are not accurate. An ounce of prevention is worth a pound of cure. Review the conversion reports of the platforms you use and then optimize.

Don’t Let a Small Budget Get You Down

Budgets are a headache for any manager. Those columns of figures determine what you can and cannot do. Account executives constantly worry their PPC budget won’t be enough to generate a strong campaign for clients. Not to worry; there are ways to use budgets and create superior PPC performance figures. Here are several to consider.

  • Get Better Clicks. It is all about timing. There are peak periods, and by taking advantage of ad scheduling, you can capitalize on them. Don’t bother with those times when conversion rates are low, and use the remaining budget to concentrate on the peak hours. Set bid levels on those good times and get a better idea of conversion rates and CPCs.
  • Accelerated Delivery for Scheduling. This means going a bit against standard Google budgeting for the day. You are asking Google not to divvy up the budget into 24-hour parcels. Instead, you are asking Google to use the money in the account until the daily budget runs dry. It can mean, however, that all your money is used in a short period. You may want this if only a small part of the day will be when you want your ads to run.
  • Squeeze Clicks Out of Your Budget. If your budget is resulting in a low Impression Share because of the budget, or you are going through the budget quickly because of ranking, you can still generate clicks with what is left in the budget by reducing bids. Clicks which cost less maximize what is left from your money, achieving additional clicks, but you must be careful. Bidding too low can cost you the ranking you have and toss you off the first page. However, if you are already ranked comfortably high, you can safely use the reduced bid strategy.
  • How About Accelerated Budget Spend for Brand Traffic? It allows you to get a bit more brand related traffic.
  • Consider Shared Budgets. It will happen you are not able to always meet the demand throughout the day on a given campaign. This can be caused by a shrinking budget. You can offset this challenge by a shared budget. Sharing budgets in your campaign will enable you to register demand across the account.
  • What is the Search Partner Network Doing for You? Search Partner must be checked now and then, especially if most of the budget is allocated for Search Partner Network traffic. It can happen that Google or Bing owned search traffic has some excellent performance opportunities. CPCs can be higher on the Network traffic, but the conversion rates from Google or Bing may compensate for that.
  • Restructuring is an Option. You could have a non-brand campaign that is capping out. Restructuring can help. It is best down by providing top spending keywords with separate budgets in single keyword campaigns. You can cap them when you want and permit other keywords a chance to demonstrate their value.
  • You Might Not Know About Frequency Capping. It is an option with the Google Display Network ads. A limit is set on the number of times a user will see the ad; it can be daily, weekly, or monthly. The limit can be established for a particular ad or all the ones in an existing campaign. A cost-effective idea is to reduce the frequency per user. More people will see the ad that way, and you will make better use of scarce cash.
  • RLSA Can Help. If you wish to go beyond existing customers, it takes including a “non-new user” remarketing audience. It will permit you to spend money on new consumers while, at the same time, get existing customers at a cheaper rate. The increased traffic will come from those who have not yet been exposed.

There are other ways to maximize scarce resources, so there is no reason to give up. The money can be spent in a cost-effective way no matter how little is left. It is essential you know precisely what you want to do. It can be a combination of spending less but getting increased sales or spending less and ramping up the traffic to your web site. Once you have an idea of the overall objective, you can then use the right means to optimize the performance of your PPC campaign.

Writer’s Block Won’t Stop Keyword Creation

Keywords are critical in any Internet marketing campaign. The right ones are going to allow your ads to be on the first page of the search query and you know you should get the best ones. Any marketing manager knows that writer’s block is not just something for authors.

You’re in good company if you get writer’s block now and then. Hemmingway would get it and Faulkner suffered through it as well. You can overcome the obstacle by following a few tricks of the trade and employing some very usable tools.

Know Your Enemy

It’s your competition, and you can learn from them as you beat them in the market place. It pays to become a student of what these other companies do with keywords. You can maximize the lesson in these ways:

  • Edit Your Keywords. You may have some keywords that are not producing, and you should replace them with a variation of what your opponents use.
  • Don’t Hesitate to Copycat. You can’t think of everything all the time. Let your competition do some of the thinking for you! If their keywords appear to be doing well for them, then those same words can work well for you.
  • Consider New Words. Your competition may forget to use certain keywords in going after a segment of the market. What the other side forgets to use, you can utilize to your advantage.

Connect with Your Inner Browser

You attract new customer the more you are willing to think like them. You should think about what those Internet shoppers are looking for when they surf. Go over to Google in Google Chrome, type in your primary keyword, and note whatever keywords Google Instant Search will suggest. Here is what you can expect to see.

Popular keyword variations will come up. These are what other searchers use, and they can be extensions of keywords you are using. Go one step more, using the Google autocomplete function, and find out what folks were looking to find. You are then able to edit your keywords more effectively.

You do not have to use Google only. You can also go looking with Yahoo, AOL, Bing, DuckDuckGo.com, and About.com

The Long-Tail Keywords

It requires not much more than a few modifiers added to the original keyword. That simple process develops a phrase that can attract attention. The benefits of using the long-tail keywords are higher conversion rates and less expensive bids since fewer folks are bidding on them.

Keyword Tools

There are several keyword research tools you can use to make life much easier.

  • Keyword Combination Tool. It helps you develop an aggregate list of all kinds of keyword combinations. Use your imagination, and you come up with an interesting collection of possible keywords you can have for any campaign.
  • Google Trends. What’s the word? Trends shape the popular vernacular, and you can catch the phrase wave with Google Trends. Reviewing the performance history of a keyword, digging into those topics which are relevant to your line of business, and simply discovering the latest phrase are all possible with Google Trends.

Don’t Let Writer’s Block Obstruct You

Writer’s block once held authors captive for days at a time. Don’t panic; it is not going to happen to you thanks to the Internet and changes in technology. You can get around this rock on the road quite easily. The tools are there, and the strategies are also available. It is up to you to use them.

Incidentally, this could be a lot of fun for you. You can resurrect that inner word craftsman and dabble a little bit in phraseology. The tools can generate what you need to attract people to your landing page. Always keep in mind that your competition uses the ideas suggested here. They do not hesitate to take advantage of what you are already using, and turnabout is fair play. You need to stay ahead of the other guy.

You do not have to wait until you’re at a loss for words to use the above advice. You can integrate into your daily campaign efforts. Keywords are important, and they can be generated without too much difficulty. You can get the phrases you want and the keywords you need because the tools are right there ready for use.

AD Customers Can Rescue a Campaign

You are able to change any details in your PPC ads, thanks to PPC ad customizers. In fact, those changes can come as fast as the snap of your fingers. Google AdWords permits you to:

  • Alter color details;
  • Adjust the dimensions and size of your product;
  • Change the price;
  • Change your remaining inventory level;
  • Modify any sales countdowns you created;
  • Make alterations in your sales events, spur-of-the-moment discounts, even seasonal sales.

You can make necessary changes on a central spreadsheet, transfer the changes to AdWords, and notice revisions made to any number of campaigns. It allows you to make those changes in short order without having to make an alteration to every single campaign one at a time. The advantages offered by ad customizers do not end there, either.

Being More Responsive

Consumer tastes can change rather dramatically because of social media and the Internet. Your campaigns should be able to respond quickly and effectively. Ad customizers offer an opportunity. The ads you run can be tailored to meet shifts in consumer behavior. You can do a revamping of your ads for a number of reasons, and tailor it for certain exposure including these

  • The devices consumers use to browse;
  • The given site being browsed;
  • The products viewed;
  • The product you happen to be promoting.

It is a substantial benefit. The ad customizer is able to respond to searching behavior. This AdWords feature can insert brought information quickly into the text of your ads; the type that closely reflects the search patterns of the customer. It is a proven time saver.

Ramping It Up

It looks harder than it truly is and it will help if you prepare before you intend to use it.

* Define Basic information. This would be data such as the end of sale date, inventory of items for sale, the beginning price, and product model. Place the information on a spreadsheet for later use.

  • Concentrate the Focus

The ad information you will be using must be in the proper place for any of your campaigns. An example would be employing customizers for every item brand within a particular ad group campaign you are conducting.

  • Activate the Ad Customizer within AdWords.

All you need to do is go into the shared Library and select “Business Data”, from the options. You will then select +Data and choose the “Ad customizer data” option you will see. After you have given the title to your data set, select “Upload.”

  • Create Your Ad Text

There should be at least one ad text. You will write that text using what custom parameters you’ve already decided on, and you will do this within Google AdWords. You decide the tone of your text. A scarcity or urgency call to action, indicating how the inventory is shrinking or many days remain for a given sale, are examples. Consider the psychology of buying and what words would best convince a person to make a conversion to purchase.

It is a Highly Usable Tool

You can schedule both the start and end dates for any campaign, and you can update or make some revisions to the parameters if you like. Pausing the ad set to take it up again later is not going to result in the loss of reporting or analytics.

Ad customizers are just right for large and complex product portfolios. If you happen to be a retailer with a large inventory, the ad customizers will permit you to update those texts in bulk as opposed to one at a time. Of course, the amount of time you’re going to save by not having to do manual updates will be substantial.

The benefits of at customizers can be thought of as scalable. If you happen to have lots of PPC ads, the ad customizers are to make things much simpler for you to manage. The just in time features of ad customizers cannot be denied. The taste of consumers can be very fickle and change without warning. You need to be able to increase the rates of conversion with the right ads for the curious customer. The ability to make revisions quickly is going to improve the chances for success and profitability. Every marketing manager wants that, and ad customizers help provide it.

Is Starting Over a Good Idea?

A pay per click account can be a real beast. You might be managing one that needs a little polishing up but you’re at a loss on what to do first. Moving forward is a priority, but the account might have a series of groups, campaigns, and keywords already in position. Where to begin making changes? It is hard to answer that question and make appropriate decisions.

It is a significant challenge compounded by time schedules. You need to have a PPC account that is generating positive figures, and there is little time for it just to stumble along. Fortunately, there are a few criteria points you can use to make decisions that will, in turn, rejuvenate the account and put it on the right track. Here is what you want to think about as you consider possibly making changes.

• Will It Be Easier to Judge Future Performance?

A primary reason for making any changes to an existing account is the ability to monitor performance with greater effectiveness. Getting better organized allows you to have a clear picture of the figures, and you will save time because the changes bring order to significant amounts of data. You are not looking all over the place to find answers to your questions.

You must be able to spot any problems or difficulties trending in the data immediately. As you look at contemplated changes, you must be satisfied that any enhancements will result in an ability to evaluate information better and make decisions based on reliable data.

• Will Any Changes Improve Account Administration?

An account can have many ad groups and campaigns in operation. Overlap can accidentally happen, and this makes it tough to manage things daily. All kinds of little quirks and problems will crop up such as nonperforming keywords or ones that counteract each other. Grammatical errors and misspellings are going to cause things to bog down and hamper efficiency.

All the little gremlins and pests in the woodwork can make you decide to ditch what you already have and start all over again. That is understandable but be sure that is the proper thing to do. You will be editing out those ad groups, keywords, and campaigns which are not producing and there is the possibility of better control and organization. This has the potential of allowing you to have a better focus on a possible search audience, and you will be able to make changes quickly. Any improvements must be worth the effort you will be expending. What is important is that any renovation to the structure ought to be able to save time and maximize performance over the long run.

• Will the Changes Stop Problems?

It is no surprise that any changes will affect performance somewhere in the account. You have probably experienced this anytime you change keywords. Sometimes, change can result in greater confusion than there was before. Starting all over again can eliminate the little-unseen glitches. It can also expose things that cause problems all along.

You cannot underestimate the cost of starting over again. It is not something that is going to be done in the matter of a few minutes; it will take days. Starting over is going to require an intensive audit of what you already have, and determining what is causing the problems. You can expect that considerable time and extensive effort will be necessary to start from scratch. Whether the account suffers during the transition is an unknown quantity. This is not something to enter into lightly.

One guiding factor should be the long-term benefit. Yes, there may be some cost involved in the short run, but the change might produce highly positive figures in the long term. Maintaining the status quo is not always the best solution. It may result in even more hard work later, with major time costs. A cost-benefit analysis of starting all over versus some fine tuning is the first step. By doing this, you can make a firm decision based on hard facts. You are then able to move with greater confidence as you make those changes necessary to bring the PPC account to a position where the design produces those figures which make everything a major success.

You Can Get Those Needed High Conversion Rates

No matter if you are using email marketing or paid search in reaching out to the public, your campaign must get the numbers. Your figures come from folks clicking on the landing page and convincing people to buy your product or decide to sign up for the offer you are making. Conversion rates are going to decide if your campaign is being successful. You can be sure that any number of experts have any number of ideas on how to get those conversion rates to increase. Here are some you consider. While these are primarily for PPC campaigns, you can still use them in other marketing efforts.

• Landing Pages That are Mobile Friendly

You are miles behind your competition if you do not recognize the importance of mobile devices. You need them because the consuming public is using iPhones and tablets to go shopping. It means more than just having good looking graphics. Understanding user behavior when it comes to mobile devices will help you succeed. You can construct a landing page that asks for only that information needed to identify the visitor as a lead prospect. It is better than having that person get bored with completing a long form and moving on before submitting it. You can also consider cross-device behavior. What it means is that the consumer will initiate a search on the tablet, and then finish it up on the smartphone (by the way, this is also known as multi-screening).

• Make a New Offer

It means swallowing your pride, but that is not a bad thing. If the offer you made initially is not drawing people, remember that it is not irrevocable. What you will be doing is regrouping and taking another look at the original offer. That first effort might not be worth anything to the prospects you are pursuing. Making a new offer, incidentally, may be the only thing you need to do. There is no reason to waste time on changing the landing page, and you concentrate on the new offer and the message instead. You can take a risk and offer what you once thought was an overly generous proposition. Sometimes what appears astounding is what draws the crowd. It is worth taking a chance if it appears the campaign is floundering. What your target audience values will create that perfect offer. Be sure that you understand what those people consider important.

• Try Old-School Tactics

Landing pages are great but might that be the only way to get those conversion rate figures heading north. You might want to consider direct contact with prospects, the way you used to do when you made direct calls to them. Google AdWords permits a call – only campaign.

It is breathtaking how easy it is. The visitor calls your office directly from the ad and does not go to an impersonal landing page. It permits an immediate contact with your business and happens when the consumer is shopping. Time is critical and the time spent on a call only campaign means you will spend quality time getting to know the prospect’s needs.

  • Remarket

It is an opportunity to reconnect with prospects. Remarketing also recognizes that people can change their mind about a purchase. Remarketing is a chance to get the conversation going one more time. All it takes is using cookies to tag a visitor, and then get back that person later on. It helps with brand awareness as well as creating more opportunities for conversion.

Conversion rates are the heart and soul of any successful Internet marketing campaign. They cannot be ignored. The return on investment in time and/or money can be fairly substantial even for small campaign. A major benefit is the ability to get in front of prospects and promote your brand.

Strategies mentioned above are options which merit your attention. No matter what you decide to do be sure that you have tested it before actively using it. One of the above may be just right for your campaign and another idea is a total flop. Never assume, be sure of what you are doing. Keep in mind that any opportunity to create higher conversion rates is at least worth looking at, and deserves serious thought.

Where You Can Get Great PPC Ads to Boost Figures

You cannot dismiss PPC advertising; this is one of the best weapons in your marketing arsenal. It doesn’t mean finding just any place to put your PPC ads. You would be wasting your money and effort to do that. Part of your marketing strategy is to determine where those all-important marketing pieces are to appear. Google AdWords is the default place for many marketers but it is not necessarily the best. In fact, when you look at your overall goals and objectives, Google AdWords might not be the greatest option. Here are some other places where you can buy the kind of PPC advertising your marketing needs.

  • Social Media

It is a combination of paid advertising and promoted posts. Social media PPC many times is content. There will be the obligatory call to action, and there will be a charge rendered for clicks on the CTA of the ad. The customer might be led to a landing page, or encouraged to download the app you have. Social media reach cannot be denied as billions of people have accounts on social media platforms. You have the opportunity to promote your product or services on LinkedIn, Twitter, or Facebook, and each one of these platforms permits you to reach out to various demographics. Some recent social media venues like Instagram or Snapchat are excellent for connecting with millennial customers.

  • Search Engines

These will include Yahoo and Bing as well as Google. Volume and variety are the main attractions. You can get access to an awful lot of traffic on any one of these major search engines. A word of caution is the price. Because there is such a great demand for advertising space, keywords can become expensive. It might be a good idea to hedge your bets with one of the other places mentioned in this article. Relying on search engines alone can break your budget.

  • Mobile Platforms and Apps

You cannot ignore either of these. Having ads on mobile platform means that consumers can check out your ad wherever they happen to be. The apps themselves can point to superior sales. In-app PPC advertising can be bought, allowing you to have ad space on an individual level or perhaps some network (Rovio and Zynga provide a chance to make use of their advertising services). Mobile is now much bigger than desktop, and you should not miss the chance. One suggestion is to be sure that any ad you have on a mobile device can be clearly seen. You are dealing with a screen that is much smaller than a desktop, and beta testing is going to be critical.

  • Advertising Networks

These go from contextual ads, all the way display ad spaces and include display networks as well as publisher networks. You are able to get your marketing piece on a number of websites. While Google is always a good possibility, AOL and Microsoft provide some opportunities. To get the best value for your money, there are alternative advertising networks that charge considerably less than the major players. It helps if what you are doing is looking for a niche market.

  • Individual Websites.

Specific websites may appeal to your targeted consumers and contacting these Internet platforms directly is an option. Don’t ignore the traffic they receive; some dating services have users in the millions. The same is true for many other entertainment and social life platforms. You may find that advertising on a given website is as effective as a network.

Now you have a cyber candy box of places to go buy those PPC ads, which is the best place for you? A suggestion is to not rely on one place only. You can use a test budget on any of the above locations to find out whether it’s worth your while. You must have an idea of where your customers may be found, and that requires some market research. Once you have decided, do not just set up and walk away. The best tactic is to optimize campaigns on a routine basis. Do not stay married to one location. If a given place is not delivering, do not hesitate to walk away from. There are other interesting opportunities for you to pursue.

The useful guide outlines the 5 pillars of ecommerce success and the steps you need to take to reach success.

How to Get the Best PPC Search Leads the Easy Way

If you are PPC account manager, you know how tough it is to get a spot on a search engine results page. You must secure location, preferably on the first page, because search engines are the place to look at services and products. These Internet sites are the first destination and the final stop for both business and customers. Securing a top organic ranking costs time and isn’t easy. Competition can make it an almost impossible dream. Lead generation is helped with PPC advertising, and marketing teams turn to PPC for assistance. If nothing else, this is a quick way to generate leads and secure a highly visible position with SERPS.

It sounds good so far, but there are some quirks. PPC advertising does not always produce top level leads and closing on these leads is not always guaranteed. A sizable majority of B2B marketers will admit that creating superior leads is the greatest problem encountered when working to create lead generation. There are some ideas on how you can get those top-notch leads from all your PPC efforts.

Location Targeting Should Be Emphasized at the Campaign Level of Your Efforts

Location matters just as in real estate. It is possible that location targeting in campaigns is all part of the account-based marketing strategy you have. However, if you want good PPC advertising, then you must know not only your audience but where it is they are conducting their Internet searches.

You have to be careful. If you concentrate too much on targeting, you will run the risk of bringing in a lot of clicks, and spending a lot of money, without resulting in those superior leads you need. Try building a campaign that is rifle focused on any locations from which the audience is searching. If you do that, you have a good chance of creating higher quality leads. It is not that difficult to do; just a little fine-tuning.

You can conduct research on sample companies that fall inside your verticals, deriving a list of their exact locations from your investigation. Your study can also help you identify both verticals and target segments for your company and the industry in which it competes. AdWords can be very helpful with its Radius Targeting feature. You can use this to construct campaigns that will show the PPC ads you create to those companies you would like to target in your campaign.

Use Mobile Devices

Another possibility is to consider mobile devices. These are no longer a fad when it comes to PPC marketing. Indeed, research suggests that nearly half of all paid search clicks will soon come from those iPhones and tablets you see people working with all the time.

You must keep in mind how quickly prospective customers react when they have a mobile device. They will not wait until they get home but will contact the business as soon as a Google search has been completed.

You can maximize the efficiency of mobile devices by taking steps to guarantee that any landing pages for PPC clicks are responsive to the mobile devices. Google call extensions can send enormous numbers of calls to your business. Take advantage of those extensions as you prepare a campaign. The phone calls themselves create phone leads that are better for creating revenue than any form submission. You would be tracking whatever telephone contacts your PPC campaign is generating. Call tracking software will help identify those leads and the revenue which are coming from phone contacts.

What is being suggested here in this article are not radical changes but more tinkering with the machine to get better results. Leads are essential for good figures and getting them doesn’t have to be an analytical nightmare. Essentially, you can use tools that are already available; just use them sensibly. Google extensions are there to drive traffic, and the Radius Targeting offered by AdWords can send the message out to the right places. Using what you have is going to produce the results you would like, and at a cost that won’t stretch the budget or force you to ask for additional funds. It doesn’t take rocket science to use the tools and you will discover rather quickly how effective these tips are in getting those leads you need.