Posted on May 30, 2013 in PPC, Social PPC by cmblogger
As one of the “big three” social media platforms, Twitter provides an enormous opportunity for its users to connect with consumers. Now with their widespread roll-out of new paid advertising features, Twitter has become an essential for any business interested in an effective targeted advertising campaign.
Twitter’s new interface will allow businesses to utilize keyword targeting to find exactly the right audience for their message. As the email Twitter sent out to their existing Ad users explains, “…you can reach users at the right time and in the right context based on keywords in their Tweets and the Tweets they’ve recently engaged with. Simply specify the keywords you want to target and then add on targeting for location, device and gender.”
Whether you’re interested in reaching families tweeting about their plans for a trip to Disney World, or dieters who are updating us on their weight loss progress, the possibilities are endless.
With more than 550 million active, registered Twitter users and 58 million tweets per day, this social media platform is a force to be reckoned with on today’s Internet. Take advantage of their new opportunities for effective paid advertising to capture this desirable consumer base.
Posted on May 16, 2013 in Coupons, PPC by cmblogger
With 700 million monthly users, Google’s network for display advertising reaches more than 80% of the online audience. This enormous scope allows Google to offer multiple types of ads, from text only to video, but most inexperienced marketers gravitate towards the default display option, incorporating keywords from an organic search campaign and hoping for the best. Most of your competitors will be adopting this approach, going on to achieve only fair to middling results.
Start with the right display keywords. Remember, Google ignores match types for paid advertising. They also use negative keywords to facilitate correct ad placement. According to most analysts, the best course is to choose only a few broader terms for search (2-3 words each rather than longer combinations) and only a few negative keywords (rather than thousands) for your campaign.
Keyword segmentation also makes a difference. Choose what each ad and landing page will be for every ad group. Keywords must match both the ad and and the landing page. Include effective placement targeting, and flexible reach, and you have a campaign that can really make a difference.
Think outside the box. Take advantage of the different formats available. Understand where each dollar you spend is going. Use just the right image (or video), target exactly the audience you need-and watch your sales grow, both for online and your brick and mortar location. With a great display campaign, you’ll soon wave goodbye to your competitors, and hello to success.
If you want more help with your PPC Campaign, Captain Marketing offers a variety of services designed to optimize your ads.
Posted on May 9, 2013 in Coupons, PPC by cmblogger
When creating ad copy for your PPC campaign, remember to provide a local context for your products and services. Identifying your brand with your geographic area is an easy way to boost sales and increase consumer engagement.
Consumers relate better to a business that has an affiliation with their own community or region. Promote interest in your brand with a call to action that encourages customers to come into your brick and mortar location, or talk about local promotions to build interest and foster trust.
According to a recent study, users engage a whopping 100-120% more with an ad that features local content when compared with engagement rates for a similar ad without localized copy.
That statistic repeats itself with localized coupons as well. According to the same survey, store location was a huge factor in attracting interest from consumers (36%), followed by reviews (35%) and information on the deal itself (29%).
Location-based ads are now high priority for any pay per click campaign. Make sure you take advantage of this growing trend with compelling ads that feature a local context.
Posted on May 2, 2013 in Coupons, PPC by cmblogger
When it comes to getting leads for your website, organic search isn’t enough. Pay per click advertising is critical in providing you with access to the targeted consumers you’ll need for success.
Combined with frequent additions of meaningful content to your website, a strong social media presence, and good SEO, a competent PPC program can increase your incremental traffic by 89%, according to a recent Google study.
Don’t fall behind your competitors when it comes to savvy Internet marketing. Capture the consumers who are ready to buy or engage with your products and services with well written ad copy, the right keywords and appropriate ad placement.
Reaching the consumers who matter with PPC means more traffic, more leads and more business, fast.
Posted on April 19, 2013 in Coupons, PPC by cmblogger
You can now target Facebook ads at broad categories of people rather than just relying on demographic data.
The new partner categories allow you to target specific interests, meaning you have better access to exactly the right type customers for your business. The broader consumer categories are based on a person’s browsing and purchasing histories. This data predicts who will be interested in ads that focus on your chosen category.
Let Captain Marketing help you with your Social Media Marketing and Facebook ads for maximum return on your investment with our affordable, effective Social PPC programs.
Posted on March 7, 2013 in PPC, SEM by cmblogger
Holiday Mobile Statistics Released
Google Adwords has released information about the 2012 holiday retail season, and the information within points to the increasing role taken by tablets and mobile devices in generating a strong PPC strategy for any small to midsize business. Consumers are now constantly connected, even on the road-and any Adwords programs must now address the need for tightly focused, regional campaigns for maximum success. Google reports that 67% of consumers, for example, say that having multiple devices makes it easier to shop, and a full 50% of consumers polled felt that “I find that being able to shop on multiple devices makes me do so more frequently.” Google reveals that 71% of smartphone owners used the device to locate a store, and 51% used it to find a mobile coupon.
Posted on February 15, 2013 in PPC by cmblogger
There’s a lot of data associated with a PPC campaign, and occasionally, the indicators can appear, anyway, to reveal conflicting things about the success of your Adwords program. Let’s take a look at a few examples of this confusing occurrence…and what they could mean.
Situation 1: Impressions Go Up, Clicks Go Down.
This can leave many a seasoned PPC pro scratching their head, but it can happen for a variety of good reasons. First, are you using new keywords in your campaign? They may be too general, making for more impressions, but keeping clicks either at the same level or lower. Secondly, do you have new match types? You may have new keywords with loose match types, or new match types of your older optimized search terms. Check to see if either kind have been newly inserted. Third-is there a secondary distribution channel that’s just been launched (e..g a new search partner or display network)? Finally, it could be ad rank fluctuation. Check by running a comparison ranking report as well as a top/side comparison to see if this has occurred.
Situation 2: Click-Through Rate Goes Up, Conversions Go Down.
Check out your ad copy vs. your landing pages. Are they saying different things? Are the consumers clicking on your website expecting one thing, but finding another on your website? Have you recently adjusted your call to action, moved around your phone number or contact information, or changed up your marketing message? You may want to rethink what’s happening on your website, or your ad copy. Other reasons for the high click-through/low conversions could relate to a tracking error on a landing page, or new search queries. Try running a search query report to verify.
Posted on February 14, 2013 in PPC by cmblogger
The National Rifle Association is focusing on a new Adwords campaign to increase their membership and reinforce support for 2nd Amendment rights. Political discussions aside, from strictly a marketing standpoint, their strategy points to the key role PPC plays in effective national advertising and swaying public opinion. As we discussed in an earlier blog post, the Obama campaign also outspent the Romney camp significantly in PPC-and the results were obvious on election day. Looking specifically at the recent NRA campaign, it’s instructive to consider how they’re spending for pointers on how to run a smart Adwords program of your own. According to analysts at Spyfu.com, they’re expanding the number of keywords they’re using, from less than 22 in May 2011 to almost 60 today. Their domain budget has more than doubled as well, and their text ads demonstrate effective use of sitelinks, with multiple calls to action, and proactive reputation management, all in a few short phrases.
Posted on January 16, 2013 in PPC, SEM by cmblogger
Sometimes it’s difficult to get excited about the brief bit of text that accompanies a PPC advertisement-after all, how much can you really say in such a quick burst? And yet, well worded PPC copy gets results. Don’t forget that behind the numbers, your customers are people, after all, in search of fulfilling the same basic needs the world over. Consider the results of a fascinating study of email marketing techniques a few years ago that revealed the short phrase that was most likely to get an anonymous email opened by the receiver. Ready? The phrase “you are not alone.” was the most successful in reaching people-even those selected at random. It sounds corny, but it’s true-advertising that appeals to the common values, hopes and dreams we all share makes an impact on consumer, while copy that comes across as “just more words” does not. Before you decide on a particular PPC campaign, or frankly, any content marketing, think about the basic needs your product or service hopes to address. For example, if you sell batteries-you might consider addressing your consumers need for security, safety, and reliability in your marketing campaigns. Designing a better software system for a particular industry might help people understand and master the data in front of them more effectively. If you can tie your product or service with an emotional response-a meeting of a real and important human need-you have an extremely successful PPC advertising campaign.
Posted on January 14, 2013 in PPC by cmblogger
By 2030, there will be more than 70 million Americans over the age of 65…and many of them will be on the web. For now, over 13 percent of the US population is over 65, and embracing the internet more than ever. The question of how to harness this growing sector of the US population for pay per click advertising is the question many marketers are trying to answer for 2013. With ever increasing familiarity with the internet itself, more and more seniors use the web to find goods and services they need. According to a recent Google report, 78% of those online and over 65 used the search engines to find a company after being exposed to an online video for that brand. In other words: PPC advertising seniors does work. Highlight AARP discounts and other benefits of special use to seniors in the text of your ads, and make sure you link to plenty of information on the product and services you’re offering. Another Google study indicated that seniors click on an average of seven links per browsing session before making a purchase decision…so it’s important to provide plenty of solid facts and benefits when reaching this demographic.
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