17 ways PPC can help your business survive economic crisis
People are clicking, but are they buying? WHEN will they buy? Are they buying too much too fast? When will stores reopen and foot traffic resume? Consumer demand is evaporating for some businesses, while others may be unable to fulfill orders due to supply chain disruptions or shipping challenges. Dynamics shift daily, if not hourly. Now some good news: Search marketing is adaptable,...
Why are you making PPC budgets so difficult?
Here’s how to keep your head on your shoulders and make much easier, simpler work out of your budgets. Setting a budget for your PPC campaigns is not easy. Too little and you’re selling yourself short. Too much and you’re literally throwing money away. Most tend to err on the side of caution here, with 40% of brands and agencies saying that their PPC budget is lower than it should be. To make...
5 innovative PPC tactics to try today
Managing pay-per-click campaigns (be they search, social, or display based) usually becomes a series of habitual tasks. While this allows for stability and scalability, sometimes it causes blind-spots in legacy accounts (working together more than a year). Here are my favorite tactics to break the mold. Tactic 1: A Single Long-Tail Broad Match Keyword, with Every Other Word Added As Negatives...
Why is PPC advertising good for ecommerce businesses?
Pay-per-click (PPC) advertising is one of the usual models of online advertising and is a favorite of both large and small businesses alike. Therefore, as an ecommerce business, you need to pursue the kind of advertising that is regularly backed by data, easy to scale, and gives you a great ROI. PPC advertising meets these criteria. In this post, we will explore further how PPC works and why...
Tips to diversify for long-term PPC search marketing effectiveness
This article will help advertisers ensure long-term success despite the instability of pay-per-click search engine advertising as an online marketing platform. Pay-per-click search engine advertising is great for generating short-term profits from internet businesses, but with the difficulties in finding good long-term online advertising platforms, more and more PPC advertisers are seeing...
How to develop your PPC strategy
A successful PPC campaign begins with a strategy. You need to know what you want to accomplish. What is your goal? A PPC program can actually consist of many different goals Sometimes your PPC goals will be obvious, but sometimes this will require more consideration. The most common PPC goals include: Brand awareness Product and brand consideration Leads Sales Repeat sales Each one of these...
5 ways technology is transforming ecommerce
Technology is transforming almost every area of modern life – and the way that ecommerce websites are designed and promoted is no different. The idea of buying things online is relatively novel itself. Go back less than 20 years and less than 1% of retail sales were made online. Today, that figure is pushing towards 20%. But how exactly is technology changing the way we buy online and what can...
Driving calls with PPC: 5 mistakes most search marketers make
Bridging the online-to-offline gap poses challenges when using paid search to drive calls. Most search marketers want the same thing out of their pay-per-click campaigns: driving conversions up and cost per conversion down. Things get a little more complicated when the goal of your PPC spending is to drive calls to your business. Using PPC to drive calls is a common tactic in any considered...
How to reverse-engineer your online advertising strategy
In PPC, we often talk about eye-catching ad copy — but columnist Jacob Baadsgaard suggests that, rather than focusing on different ways to catch your customer’s eye, advertisers should start by looking at what customers are already responding to. Online advertising experts love to talk about the importance of matching your landing page content to your ads. And you’ll get no...