Digital Marketing – PPC


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“Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis

Digital marketing is a term to describe marketing of products or services using digital technologies, which includes internet, mobile and email. Digital marketing activities include display marketing, search engine optimisation, paid search advertising, content marketing, e-commerce, e-books, social media marketing (paid and organic), affiliate marketing, online reviews/feedback and online PR. All of the above is also tracked by sophisticated analytics software to allow the executives to make informed decisions.

Why Digital Marketing is Important

In today’s modern era digital marketing is an integrated marketing discipline that if fundamental to any business. Customers have access to information any time and place they want it. Digital media is over prevailing in all sorts of life and is the source of entertainment, news, shopping and social interaction. Consumers are multi-devices and multi-channel, doing the majority of research on their own before making any buying decision. They are exposed to all information about your company and your products instantly and they not only want to hear from you but also what others have to say about you. They are also more likely to believe others than you. Google Think Insights found that 48% of consumers start their inquiries on search engines, while 33% look to brand websites, and 26% search within mobile applications.

The activities of digital marketing demystify consumer behaviours, capture customer’s attention and increase loyalty. It also, should help you to manage customer satisfaction and support (it is well known that many brands go to social networks like Twitter to manage all their customer support).

Getting started with PPC

PPC (Pay-Per-Click also called as CPC Cost-Per-Click) is an internet advertising when an advertiser (your company) pays the advertiser (a website or network of websites) for every click that directs to your website. In simple terms you will pay for the traffic to your website. Search engine advertising (e.g. Google) is most common form of PPC.

To create a successful PPC campaign you will have to do a lot of research of what your customers want and search for. You will need to think what problem do you solve and on that basis find the best keywords that would be highly focused and particular to include in your ad copy across all channels. For example, if you’re a gardener, you might want to target keywords such as “garden tools”, “how to trim a hedge” or “landscaping images”.

The rule of thumb is that longer keywords will be more targeted and cheaper but shorter keywords will be more mobile friendly. There are several resources to help you with keywords but the most popular would be Google AdWords Keyword Planner, where you can find out the volume of the monthly searches and potential CPC. We would also advise to check your competitors’ websites for keywords and performance.

But good ads are not everything. When your potential customers click on the ad they are redirected to your website or landing page. To reduce bounce rate (when people click on the link/ad and go back straight away) make sure that the page they land on is well optimised with relevant information. You have around 3 seconds to convince visitors that what they clicked on is what they need since you already paid for it, so the images and relevant copy is very important.

TEST. Now you can test your campaign. It is very important to create more than one ad and test which one is performing better. You can test tone of voice, keywords, types of offers, calls-to-actions (the button or text that people click on), headlines, copy and links.

Challenges facing digital marketing

Multi-devices. Consumers use multiple digital channels and variety of devices that use different interfaces, software and operating systems and they interact differently with all of them. There is a real challenge to track and analyse their online behaviour that show the full extend and to consolidate the data from different resources to get the full picture.

Intensifying competition. Digital channels are relatively cheap in comparison to the traditional channels like TV and print. This creates an extremely high competition for the right keywords and increases the price of clicks. Pretty much anyone can start a digital campaign, regardless of the business size and budget. As a result, it is becoming harder to reach to the right customer and capture their attention.

Overwhelming amount of data. Customers, by browsing internet and buying online, leave a data trail behind them. It is relatively difficult to capture all the data but also make sense of what is available. Analytics, reports, click throughs, bounce rates, engagement, benchmarking and conversions are only a small part of your daily digital management.

Unfortunately, the biggest threat to digital marketing are the customers themselves. Customers are used to ignoring banner ads, video ads and sponsored search results that they are practically invisible. The answer to this is a contextual marketing, but more about it in our next post. Check back soon or sign up to our newsletter to get all the latest blog posts.

To get help with setting up your digital campaign, contact us today for your free 30-minute consultation.

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