Category Archives: PPC

Three Easy Changes for Optimizing Your Mobile PPC Campaigns

24 Jun 2014 | written by Elizabeth Baier for the PPC section(s)

PPC ads are one of the most valuable online marketing techniques for businesses looking for conversions because the results are easily tracked, which means you get answers about where your traffic is coming from and what actions the ads are driving—therefore, giving you all the information you need to determine the worth of your investment. Maybe you already know this and have some campaigns up and running. If so, now is the perfect time to evaluate your strategy and make some simple optimizations for your mobile campaigns in hopes of getting even more conversions.

Why Mobile-Optimized PPC Ads Are Important

Everyone has a cell phone these days. And all the cool kids are using a smart phone. These phones allow the user to browse the web, social apps, and play games all from a handheld device. For our conversation purposes, we’re going to focus on the fact that they use the web to search; users search while they are eating out, shopping around town, and trying to find a business and they usually want a quick answer. Your ads will only be clicked if they are targeting the user in the correct context

Consider this illustration about two different people searching for the same thing but receive specialized ads based on their search platform, time of day, and location:


[1]
The ad for User A is carefully crafted to meet his needs. He’s at home, around lunchtime, searching for a pizza joint for lunch. The copy is optimized for the context and reflect his needs (delivery). The ad for User B is perfectly created, too. She is looking for a place to get a few cheap slices of pizza while she is out and about. It is optimized for the mobile user, and we are willing to bet that she is more likely to convert with that ad than if she viewed User A’s ad.

Now on to the optimizations.

Make the CTA Obvious

Don’t force the mobile searcher to spend time looking for contact information. Your call to action and preferred method of contacting (probably a call) should be obvious and easy to do. If we use the illustration example again, the call button feature is enabled on this campaign, which means the searcher can press that button and call the number directly from the ad.

This is the recommended way to offer phone number information on Google. (In April of last year, Google disabled the option to have an actual phone number listed in mobile ads.[2]) There’s no visiting a website and then hunting for a phone number. You make conversion easy and smart phone users like easy. Luckily for you, making this change is simple as well:

  • You can set up a Google AdWords call extension feature on your ads.[3]
  • When the extensions is called, you will be charged a fee, but it may be worth it considering your new business.

This obvious call-to-action business isn’t just important for ads that advertise immediate services—it also applies for landing pages. If your ad directs someone to a specific landing page, the call to action should be clear (call us, visit us, order it, schedule an appointment, fill out a form, etc.).

Cut to the Chase

Mobile-optimized PPC ads don’t need to include a lot of copy. Your words need to be constructed thoughtfully to meet the needs of the searcher. Most searchers will just glance at the words, so this is not the time to be longwinded. Someone searching for a last-minute plumber might like to see the words “quick,” “fast,” “last-minute,” and other similar phrases in your ads. As long as the wording answers the searchers most pertinent question, you are in good shape.

Look over your mobile PPC ad copy now and optimize it so it gets to the point quickly. If you aren’t that clever, hire a company that has PPC solutions that will help you get more conversions.

Use Unique Incentives

Everyone loves a good deal and this even applies to mobile searchers. Run your campaign to include unique incentives (not found anywhere else) available only if the person converts. A mobile-optimized landing page is the perfect place to explain the promotion in more detail and then offer a code to use when the customer checks out or calls you to schedule a service. The key is to make the promo something the user can’t find someplace else. If you always offer 10% off a first-time service, then your ad won’t seem that special if you run that copy. People want to know they are saving money and feel like you are making an exception for them.

Optimizing for mobile is very important and is different than desktop strategies. Make these three easy changes today. One of the best things about mobile PPC campaigns is that you can adjust if you don’t see results and it’s pretty simple to do. Every industry is different and depending on your location or your specific clientele, you might need to adjust your strategies to leverage your services the best way possible.


[1] http://blog.hubspot.com/marketing/enhanced-campaigns-how-to-create-mobile-ads-in-adwords

[2] http://searchengineland.com/google-says-no-to-phone-numbers-in-ppc-ads-forcing-the-use-of-call-extensions-152592

[3] https://support.google.com/adwords/answer/2453991?hl=en

0 Comments

Three Pros and Cons of Using Mobile PPC for Your Clients

2 Jun 2014 | written by Elizabeth Baier for the Mobile Web, PPC section(s)

Paid search marketing is all the rage in 2014. In a study conducted last year by Hanapin Marketing, 73 percent surveyed said they were planning to increase their PPC spend this year. Why are the pros investing more in this platform? Because these ads get conversions and make money for clients. Now with the addition of Enhanced Campaigns in AdWords, marketers should tailor their copy based on what type of search it is, mobile or PC, to see optimal success.

Obviously every online campaign is unique, and some strategies won’t work for certain industries, however, generally speaking, there are many pros to using mobile PPC campaigns.

Pro: Greater Visibility

PPC is an awesome tool for many reasons, but since we are talking about mobile PPC, we wanted to highlight that it is a sure way you can get visibility for your client without needing to be a top 3 competitor in the organic results. In 2013, 50% of mobile searchers used their phone to begin the search and research process. Using PPC ads can be a good way to get your client noticed from the beginning and plant the seeds for later conversion.

Pro: More Control

Marketers now have more control than ever over mobile PPC campaigns. And control is crucial if you want to acquire new clients or increase your sales. You can control who sees your ads at what times, what ads show depending on the type of device, and better analytics allow you to make informed decisions about your campaigns going forward.

Pro: Quick Conversions

Today’s Internet users are (at least a little bit) tech savvy. They know the difference between a paid ad and an organic search result. This can work for you or against you (we discuss this later). People are more likely to click and convert on a mobile PPC ad than other devices IF your ad targets exactly what they are looking for and uses the right extensions.

Say someone is looking for a place to eat lunch while out shopping. You own a pizza restaurant down the street and offer a $5 lunch special. With a quick mobile search, your ad is the first listed because it is near the searcher and you advertise that popular special. The searcher is hungry and the location is convenient enough. S/he clicks to call and makes a to-go order. There’s a conversion right there.

It was hard to point out any cons of mobile PPC marketing because this is one of the best tactics you can use, but we did find a few to bring to your attention, and these should be considered when you are crafting your ads.

Con: Limited Time

With any type of mobile marketing, it all comes back to timing. Someone searching on their phone isn’t willing to spend a ton of time trying to find what they are looking for. The marketer only has a few seconds to make an impression on the searcher before he/she will either try new search terms or swipe past. Your available time to convince someone to click your ad is very limited, so you need to feel confident in your ad copy and make sure it is targeting your ideal demographic to avoid wasting money.

Con: It’s Easy to Avoid Your Ad

As you know, using a smartphone to search is very convenient. It’s just as convenient to swipe past the ads. When we mentioned that searchers know the difference between a paid ad and an organic result, this is what we meant by saying it can work against you. If the searcher already knows who or what they are looking for in the search and they don’t want a paid ad, they don’t have to click it. This obviously reduces the number of conversions.

Con: You Have to Have a Strategy

PPC isn’t one of those things that you can do willy-nilly (unless you have unlimited money). You have to have a strategy in place and do the needed research and work to make the campaign successful. You need to use analytics to figure out your target demographic and find out when they are searching, then capitalize on the opportunity. With mobile PPC, your success depends on your overall mobile strategy. Are your ads directing customers to optimized mobile landing pages or a generic website page? The former will lead to more conversions and the latter will guarantee a bounce.

Integrating mobile PPC ads into your overall marketing strategy is a necessity. Mobile searches are on the rise and you could be missing out on potential customers and revenue if you don’t utilize the latest tools.

0 Comments

Why Negative Keywords Are Critical to Your PPC Campaign

16 May 2014 | written by Tim Dillard for the PPC section(s)

Why-Negative-Keywords-Are-Critical-to-Your-PPC-Campaign

PPC is very complex with many moving parts. Markets, trends, Google, and Bing are constantly changing. I’ve been working on PPC accounts for years and still learn new things all the time. As complex as PPC is, there are a few simple things you can do to improve the performance of your PPC campaign. The emphasis for today:

Negative Keywords

The reason I felt it necessary to talk about negative keywords stems from a few experiences recently. The past couple of months, I have audited five accounts for Adwords users. They were looking for someone to take over their account due to low performance. Some of these businesses had been running Adwords themselves, while others had other agencies run them.

A recurring problem I see is a lack of negative keywords, or this situation: negative keywords that were added when the campaign started, but never added in the future. Adding negative keywords should be happening constantly, particularly early on in a campaign.

Of the many things I did to clean these accounts up, adding negative keywords was on of the most critical. Read On

0 Comments

Should You Invest in New Technology for Your Business?

1 May 2014 | written by Samantha Karren for the Mobile Web, PPC, SEO, Small Business Tips, Social Networking section(s)

SHOULD YOU INVEST IN NEW MARKETING TECHNOLOGY?

No, we’re not talking about investing in the stock market. We’re talking about new marketing technology that can help your business bring in more customers and ultimately increase your bottom line. Sound like the answer is an obvious “Yes!”? Before you jump on the wagon of the latest and trendiest technology, make sure it’s the right tool for your business. Here are some marketing technologies that will actually help you see an increase in traffic and revenue. Read On

0 Comments

Is PPC Right for My Business?

23 Apr 2014 | written by Ashley R. Cummings for the PPC section(s)

PPC for Business

One of the best ways to draw traffic to your website is through online advertising. However, the type of advertising that may work best for your small business may not be the same type of advertising that works for your friend’s small business. There really is no one size fits all solution to online advertising, so it can be tricky to understand which advertising avenue works best for your business. There are all sorts of online advertising options including SEO, SEM/PPC, Maps, content marketing, e-mail marketing, social media marketing, and more. This article will address the benefits of PPC and how to tell if it’s an advertising option that is right for your business. Here are some things to look for to help you determine if PPC is the right strategy for you. Read On

0 Comments

Google Takes Action on Guest Blogging Communities

20 Mar 2014 | written by Charlie Gray for the internet marketing, local internet marketing, Local Maps, online marketing, OrangeSoda News, PPC, SEO, Small Business Tips section(s)

BlogIllustrations3

Yesterday, Google announced that they took action on a guest blogging community. This strategy has been viewed as a white-hat tactic for years and is now being deemed as spammy by Google’s Webspam team. OrangeSoda has not leveraged this network. While we have leveraged guest blog posting strategies, we have stayed within Google Guidelines. As always, we adjust all of our marketing strategies to enhance performance and limit risk.

Read On

0 Comments

How to Use Word-of-Mouth Marketing to Promote Your Business

10 Feb 2014 | written by Megan Palmer for the Advertising, internet marketing, Mobile Web, online marketing, PPC, SEO, Small Business Tips, Social Networking, Uncategorized section(s)

WordOfMouth-94

Keeping up with all of the current trends in online marketing can be tricky. Internet marketing is always changing, and people are often coming up with new strategies and tactics to get noticed. If want to make sure you’re covering all your marketing bases, consider asking yourself these 5 important questions.

Read On

0 Comments

Why You Should Schedule Your Paid Search Ads

SchedulingSearchAds

Here’s the deal: paid search advertising can be expensive, especially if you’re vying for attention within a competitive industry like finance, law, or HVAC services, just to name a few. While paid search advertising can be expensive, it can produce a ginormous return on investment (otherwise, who would do it?). And there are ways to maximize your invested dollar to produce more results. One way is ad scheduling. Read On

0 Comments

Should I Focus More on PPC or SEO?

18 Dec 2013 | written by Ashley R. Cummings for the PPC, SEO section(s)

PPCorSEOFocus

When it comes to online marketing, there are just so many different ways to go. You can invest in social media marketing, content marketing, email marketing, mobile marketing, search engine optimization, paid search, and more. If you have the budget to pursue of these strategies, go for it! After all, each of these options will put you in touch with people who are interested in what you have to offer.  Read On

0 Comments

Google’s New Keyword Planner

KeywordPlanner

If you’ve used Google to do keyword research in the past few months, you may have noticed a few changes. In an effort to increase search engine relevancy, Google has eliminated their Keyword Tool and replaced it with the Keyword Planner. Change, at first, can be difficult, but the Keyword Planner can help you both select excellent keywords for ads and build effective ad content—both of which will help your online marketing. Here is what the new Keyword Planner does and how it works. Read On

0 Comments