Pay Per Click Advertising Archives - X-Factor
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    Watch this brief but informative webinar and see if your website is fine-tuned to deliver abundant sales volume. Today, it is vital that your company communicate with a strong digital presence, informative content and convenient user experience.

    You'll learn how to:

    • Make a great first (digital) impression
    • Assess the quality of web content
    • Build trust through your site
    • Improve organic search results
    • Enhance browser experience
    • Convert more leads through the site
    • Measure for success!

    Content that is engaging to your prospects is critical to marketing success.

    Digital, or inbound marketing, can be measured via analytics, which is tremendously beneficial to marketers that want to measure and increase customer experiences and engagement. Instead of guessing at the messages that will resonate with the audience, consider A/B tests, which measures alternative messaging based on a single idea, product or service. A/B test messaging can be measured across web pages, emails, social media and paid search platforms to refine your messaging for optimal impact.

    Engagement can be defined multiple ways.

    Some engagement metrics to look for in Analytics are: Time on Site, Bounce Rate, and Pages Viewed. Average web visits are brief and time is short to hook a prospect. Time on Site should be higher than 2 minutes. Bounce rates, which measure web visitors that land on your home page and immediately leave, should be south of 55%. Pages Viewed should be over three web pages. Conversions, meaning people that call or complete and submit a contact form, are the gold standard of engagement. Sometimes these happen after a single page visited.

    A/B testing for enhanced engagement is as simple as testing two different headline photos, videos or content for the same product in a web page, email campaign, Pay Per Click ad or social media post. Note reactions on social media such as comments, likes, shares and click throughs. For organic and paid search engine clicks, measure time on site and conversions through the website. For email campaigns, measure email open and click through rates. 

    Try this strategic approach to enhance your response and increase efficiencies in the ad spend. Contact me for an analytics review of your site to improve your messaging.

    It is easy to assume Google dominates search, and rightly so. In 2018, Google Search made up more than 90% of all worldwide searches. Looking at those figures, why would any business invest in advertising in Bing Ads? Below are a few compelling reasons why advertising on Bing should be part of your inbound marketing strategy to maximize your business’s online visibility.

    Look at these stats from Microsoft in 2018 for all industries searched:

    • The Bing Network audience spent 36% more online when shopping from their desktop computers than average internet searchers.
    • 137 million unique users searched on Bing.
    • There were 6 billion monthly searches on desktop.
    • Bing owns 34.7% of the desktop search market in the US.
    1. Bing focuses on desktop users who are older and have more wealth and buying power. If you are a distributor or manufacturer of industrial products, Bing might be a good fit for you. If you are selling the latest electronic gadgets with a short shelf life, Google may be more effective. You simply need to understand your target audience, demographic, and user behavior.
    2. Bing Ads are cheaper. The average cost-per-click on Bing Ads can be up to 70% lower than AdWords. Noting this significant cost differential, consider the audience size of Bing and the cost to market your products in that channel. Selling and promoting your products and services using Bing could have an effective reach at an economical price.
    3. There is simply less competition for visibility on Bing. With Google owning the majority of search inquiries, it is much harder to stand out among the competition. Microsoft states that ignoring Bing for paid search is alienating over 60 million users per month that Google does not reach. You are not only ignoring Bing but also Yahoo and AOL. All three search engines are owned by Microsoft.  What if you could capture that traffic without competing against dozens of advertisers?

    Ignoring Bing in the US is tantamount to ignoring 34% of the search market. It’s important you do your homework on your target users’ search behavior and determine whether you would gain more reach using Bing for paid search. X-Factor Web Marketing can help you determine if your business is right for advertising on Bing. We can also help you design a paid search program for both Bing Ads and Google Adwords that will provide measurable results.

    Pay Per Click (PPC) Advertising is a form of Internet marketing in which advertisers pay for ad placement on search engines, websites, and social media platforms, and pay a fee each time one of their ads is clicked.

    Cost can be controlled with a daily budget. Once your budget is met for the day, your ad disappears from Google. All results, including how many visits originated from Pay Per Click, how long they spent on site and pages viewed, are all measurable through Analytics.

    Ultimately, the effectiveness of Pay Per Click Advertising comes down to the effectiveness of the keywords, ad copy, landing page and PPC manager. These four components of a pay per click account all work together to help you achieve the best results.

    Proper Keyword Selection

    “Can you narrow it down even further?”

    That’s the question you should ask yourself during keyword research. You want to find the valuable overlap of what people search for and what your business offers. The more specific you can get during this process, the better.

    Strong Bidding Strategy

    Generally speaking, the higher you bid on a keyword, the higher it will rank in the search engines. If you’re targeting keywords with a lot of competition, budgets are exhausted quickly.

    Understand which keywords are worth the investment and which aren’t. Then keep an eye on your bids, ad effectiveness and overall engagement to adjust your bids as you progress the campaign.

    Excellent, Targeted Copy

    Good copy makes people want to click.

    With just a few characters, you don’t have much space to make an impact. But you must. Aside from just clicks, excellent ad copy will also keep your budget on track by lowering costs. If you don’t know how to craft a compelling ad, enlist the help of a professional copywriter that can. It’s worth the investment.

    Highly Engaging Landing Pages

    Everything in your PPC account works to drive people to certain pages on your website. But if those pages don’t align to the searcher’s intent in a powerful way, you’ll come up with less-than-desirable effectiveness.

    Visitors should see content that perfectly aligns with why they clicked your ad in the first place. When you do that, you’ll see great results.

    Consistent Monitoring & Analysis

    A PPC manager must frequently monitor the account for effectiveness. You can’t just setup the account and let it run wild. Someone must manage your campaigns on a daily, weekly and monthly basis.

    Combine website analytics with the account’s reporting tools to get a comprehensive understanding of your results on a regular basis.

    Conclusion

    Pay Per Click Advertising allows you to set the budget, set the priorities and pay only for measurable results.

    How are you using PPC to reach your business goals?

     

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