B2B owners view AdWords suspiciously. Done incorrectly, AdWords is just like any other advertising venue, an easy place to lose money. Most businesses don’t use AdWords effectively. They find it challenging to figure out which terms to target for conversion. A goldmine of convertible users awaits B2B marketers that figure AdWords out. Read on for tips on turning AdWords into a B2B marketing win for your company. Start with Negative Keywords Begin with focusing on keywords that work for your company. Ask the question, ‘What words triggered my ads?’ You will find the answers using a Search Terms report, which enables you to cut out negative keywords. Focus on two categories; irrelev…Read entire entry »

Pay-per-click (PPC) advertising is not a trend or fad. It’s a marketing tactic that has proven exceptionally rewarding to thousands of businesses. PPC campaigns make a brand visible to target consumers who might otherwise have never encountered its content. An optimized PPC ad can funnel users directly to a relevant page on a website, sealing conversions and turning leads into customers. PPC ads are here to stay. Use them to their fullest advantage with these five tried-and-true PPC optimization tips. Master PPC Budget Management Nothing can make a PPC campaign fail like blowing the lid off the budget. Pay-per-click advertising requires an investment. With the right strategy, however, you can achieve budget management and campaign success. Prevent spend…Read entire entry »

Pay-per-click (PPC) advertising is one of the most popular forms of digital marketing on the web. It enables marketers to buy the attention of target users instead of struggling to win them over organically. PPC marketing works seamlessly with search engine advertising methods like Google AdWords. To make the most of your pay-per-click investment, you must optimize your PPC strategy. Otherwise, you might spend money without sealing conversions. Achieve profitable PPC optimization with a few key tests. Campaign testing establishes performance benchmarks, measures the success of your efforts, and helps you improve in the future. Try these three tests to optimize your latest PPC campaign. Review Keyword Performance The success of your PPC campaign depends on the keywords you choose to bid on. …Read entire entry »

Your call to action (CTA) is the chance to motivate your audience to take real steps toward becoming a customer or client. It can be the determining factor between a lead and a conversion. Many argue that the call to action is the most important part of your site or ad campaign. Skipping the CTA is a grave mistake that won’t bode well for your company. There is a reason the CTA button has become such a staple on site content and in ad copy – three reasons, in fact. CTAs Motivate Your Sales Funnel CTAs and sales funnels go hand in hand. The calls to action serve as transitions between the phases of the buyer’s journey. They instruct the user on what to do next, prompting them to take immediate action. Whether you want your user to visit your blog, give you their contact informa…Read entire entry »

The campaign creation is done. You’ve completed all the steps, including keywords and advertising text. You’ve configured your pay-per-click account, activated your campaign, and sat back to enjoy the profits. Nothing happens. There are no clicks, no engagement, and especially no profit. You never see your ad. What happened? There are many reasons that lead to failed AdWords campaigns, including simple mistakes in your account, a poorly planned schedule, budgetary limitations, and more. Read on to learn the top reasons why Google advert campaigns fail, so your next campaign will be a success. Incorrect Billing Deta…Read entire entry »

Google released Remarketing Lists for Search Ads (RLSA) in June of 2013, along with subsequent updates. While Search professionals agree RLSAs are viable tools, developing a strategy for their use is a MUST to be effective. It is also important to know what they are designed to do and where they fit in with your marketing plan. What are RSLAs? RSLAs are used to show ads to returning consumers who are familiar with the brand. They may have made a purchase, which makes them a customer, but it is possible they did not. The idea is to reach out to keep focus on your products or services. The objective is to get them to buy or repeat a purchase. What is the Process? In order to take advantage of RLSAs, a snippet of code is added to the website and/or mobile app. Next, remarketing lists are defined. Finally, a remarketin…Read entire entry »

The term “programmatic” is becoming as widely used as gluten, and this buzzword is as easily misunderstood. It is being applied to numerous industries that are fearful the word automation might be seen in a less-than-favorable light. Simply put, though, that is exactly what it is. The actual meaning of the word is only part of the equation. It is important to fully understand the term and to realize its benefits for media buying. Programmatic media buying entails purchasing advertising without human negotiation. The entire process is handled by machines. With Programmatic media buying, the machines learn the best approach and targeting that drive conversions and deliver the impressions most likely to increase your ROI. That explains it in a nutshell, but to go deeper, let’s look at the be…Read entire entry »

In the late summer of 2016 Amazon.com, Inc. rolled out their new self-service PPC tool, Amazon Marketing Services (AMS), available to all Amazon vendors. AMS allows vendors to build and manage targeted PPC ads that help drive customers to specific product pages on Amazon. The tool includes three products, or types of ads that can be created, which all uniquely target customers in different areas of the Amazon platform. AMS, although in its early stages of development, has already changed the game for advertising on Amazon.com. It eliminates the need for businesses to have large marketing budgets to place their product ads on Amazon. Instead, sellers can create ad campaigns based on their budgets, objectives, needs, and only pay when shoppers click on their ads. …Read entire entry »

Pay-per-click (PPC) marketing has boomed in the last decade as more advertisers have discovered the benefits of this unique tool. Rather than a large fee up front, PPC advertisers pay a small fee each time someone clicks their ad. PPC ads on search engines, Facebook, and other popular platforms can move a website to the top of a search results page without having to “earn” the position. It can also give massive returns when done correctly: a brand might pay $3 for a click but make a $300 sale. Google rewards advertisers that come up with PPC landing pages that are relevant and interesting to visitors by charging them less per ad click. This incentive, combined with the potential high returns of PPC marketing, have sparked great creativity and ingenuity in ad content. As brands compete for top advertising spots on th…Read entire entry »

Mobile changes everything! We are in a Mobile First World, and the shift to mobile has happened. Google wants us to know that brands have more moments to connect with consumers than ever before, and to be smart about which moments are the right moments to connect. We want to connect with people during all of the I Want to Know, I Want to Go, I Want to Do, I Want to Buy moments and Google is calling these moments Micro Moments. These are the moments that represent a great opportunity for us to connect with our consumers. To do this, a brand must understand the user intent and context of the searches they are doing. We are very excited to hear about the new things that Google will be rolling out over the next year; these are great opportunities for us to have additional tools that will help our team help our c…Read entire entry »