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PPC

How to build a successful re-marketing campaign?

Remarketing is focussed on gaining the attention of those customers who are interested in a brand’s product or service but have turned that into a conversion. Remarketing should be based on a strategy to build an effective campaign. The following steps will help you set up a successful remarketing campaign:

 

  1.     Segmentation of the campaign

The first step of any campaign is based on planning. So, to begin remarketing, the marketer has to decide which pages he/she wants to tag for the campaign. A quality remarketing campaign is simply based on high-value pages, so identify them as these pages will offer the best indicators that visitors who land there will want to purchase. Thereafter, closely analyse your sales funnel. This is so because customers who visited pages further through your sales funnel are more likely to respond to retargeting ads. Also, it is easier to identify the precise content that would interest them. So, instead of displaying general brand information directly, the retargeting ad should show content specific to the customers’ preference.

 

  1.     Special coupons and deals for the retargeted consumers

Since the remarketing campaign is based on alluring people to get a conversion, give these people some added benefits. There must have been some reason why people abandoned their shopping cart or other conversion page and left without making a purchase. Coupons or giving special deals are excellent ways to catch their attention. We, human beings, love attention. So, offering people who had visited your page special coupons will make them feel special and that they got a special deal. This will incline them to visit your page and make a purchase.

 

  1.     Duration to follow your past visitors with the ads

There is a fine line between displaying personalised ads to the customers and annoying them by bombarding them with ads endlessly. If done, then a superior ad experience can change into a negative one very quickly, ultimately harming the brand’s reputation. The appropriate duration for showing ads to your customers depends upon the type of industry. Brands with a longer buying cycle will have a longer period to display ads and vice-versa. The marketer must determine the number of times and the duration must be decided beforehand. However, experimentation is allowed.

 

  1.     Targeting post-conversion customers with remarketing campaigns

The value of targeting those who have already made it into the conversion list mustn’t be underestimated. Usually, there are two types of post-conversion customers:

    1. Those who converted in a non-monetary way. Like they downloaded an e-book or signed up for a rewards program.
    2. Those who converted monetarily i.e. the ones who made an actual purchase.

The remarketing campaign can be used to target both of the groups. For the first group, nurture their interest with your ads and remarket to them with information about other services and features that your brand offers. Also, offer them special deals to turn them into first-time customers. For the second group, tap their expressed interest in your brand. Since they have already made a purchase, now is the time to show that you care about them. Offer them returning-customer deals and send alerts about new products.

 

  1.     Target broader keywords

Build your ad campaigns around precise terms. This will boost the chances to bring the targeted audience directly to the page. A remarketing campaign is run to get the opportunity to expand your reach. The marketer who is running a remarketing campaign should allow broad searches. Since the people connecting are already interested, therefore create campaigns that target these terms. An added advantage is that it helps to control costs.

 

  1.     Regular monitoring

A marketer should regularly monitor each aspect to see what performs well and what needs some adjustments. Also, track your ads over time. Decreasing interest implies that the ad copy becomes stale. Make some changes after a while to re-establish the higher rates. If not, then shorten the amount of time of displaying the ad to past visitors.

 

Ultimately, the success of the remarketing campaign depends on how people behave once they reach your website. Customers should be able to engage with your content and the rate of conversions should go high.

Read More about Lead volume v/s Lead quality

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Lead Volume v/s Lead Quality

Traditionally, all the sales and marketing strategies would mainly focus on lead quantity by casting a wide net to capture maximum leads. So, stress was paid to get a higher volume of contacts during a lead generation campaign and less importance was given to lead quality. Higher the lead counts, higher are the chances of sale was the ideology.

Eventually, this concept is changing drastically. Now stress was placed on lead quality over lead quantity as the main priority. Researchers concluded that B2B marketers give a clear preference for generating high-quality leads over generating a high volume of leads. Furthermore, it was deduced that improving the quality of leads has become the most important objective of a lead generation campaign.

Lead quality refers to the prospective buyers who have a clear intent to buy along with the means to do so. These can be individuals or organizations that have shown interest in their activities, behavior, and interactions with your brand. It can be measured using a method called lead scoring. This method ranks the prospective customers on a scale that represents each lead’s perceived value to the organization. The score determines which leads should be prioritized and what type of engagement should be followed for each lead.

User data is used to find quality leads. So, data is collected based on the visitor’s behavior on different online platforms or websites. These activities include:

    • Types of pages they visit
    • Time spent on each page
    • How did they find this page?

The analysis made on these questions provides a clearer idea about customers’ profile. And a good understanding of the prospective customer’s profile helps in optimizing and personalizing the sales/marketing campaign.

 

  •  Lead Quality and ROI

Return on Investment (ROI) is an important measure to calculate the success of any lead generation campaign. This implies that the higher the ROI, the better that investment is considered to be. Businesses make sure that the campaigns are efficient enough to get the best ROI. When the focus is placed on improving the quality of the lead, the chances of converting a lead into an actual sale significantly increase. Also, it improves a customer’s lifetime value by nurturing relationships and enhancing loyalty. Ultimately, this improves the ROI over time.

 

  • Lead Quantity and ROI

Capturing huge amounts of leads is like playing any numbers game. The success is judged by the number of leads generated. Usually, most of the sales and marketing efforts are focussed on the volume of leads. In many situations, many companies prioritize on lead quantity over lead quality. This usually happens in the initial stages when a brand has very less brand awareness and finds it difficult to gather target audience data. This strategy is comparatively less expensive and since the brand doesn’t directly know their target audience, so they target a wider group.

 

  • How are both important?

The value of one can’t be undermined by others. Sales teams usually focus more on the quality of leads to get a higher conversion rate while marketing departments look at the number of leads generated to measure the success of a lead generation campaign. However, it must be realized that one is baseless without the other. Both the metrics are equally critical to success as it should be noted that one cannot function without the other. Attracting more leads will always be the first requisite to increase the number of sales conversions, and getting good lead quality becomes a necessity once the business operations achieve a certain level of maturity. This is an effective tactic to reduce overhead costs and improve ROI, especially in the long term.

  • Achieve a Healthy Balance

The best results can be achieved if an equal priority is given to lead quality and lead quantity. The best strategy involves testing, implementing, monitoring and then analyzing consistently. The issue isn’t where to focus? But the solution is attracting and acquiring the right kind of leads specifically for your company. Both the quality and quantity together will drive overall success when it comes to lead generation.

Sales and marketing teams have to come together and form a unified front to achieve the right balance between lead quantity and quality. Finding, acquiring, attracting and then nurturing higher quality leads ultimately result in better chances of conversion. So, focus on the quality as it also improves a customer’s lifetime value and brings loyalty to customers.

Each business has an optimal point where both metrics are balanced but aren’t that easy to be calculated. Find a balance between the two to get the best from your operations to maximize the efficiency and ROI from your lead generation efforts.

Read More About: Don’t Ignore important KPI’s of Social Media

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A Guide to PPC Conversion Rates

A Guide to PPC Conversion Rates

PPC is the most popular model of internet marketing. As per this model, advertisers pay a fee each time one of their ads is clicked. Called as Pay-per-Click model, it is a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is the most popular forms of PPC. It gives access to advertisers to bid for ad placement in a search engine’s sponsored links. This is the first link that pops up when someone searches on a keyword that is related to their business offering. 

Conversion rates are considered to be the most common metrics that PPC campaign runners focus on. But it is important to know that it is a strong indicator of the ad’s performance. It is calculated using the number of conversions you get divided by the number of users who click on the ad and they ultimately visit your website or landing page. Conversions are considered when the users take the specific actions that you’re optimizing for. 

This can mean sales, but purchases aren’t the only type of conversions that advertisers are prioritizing. 

The types of conversions are:

    •   Generating sales
    •   Submission of lead generation forms
    •   Subscriptions to a blog or video channel
    •   Registration for an event, signing up for a free trial and more. 

What does PPC Conversion Rates signify?

The conversion rate mainly signifies how successful an overall ad campaign is during its driving action. Consequently, this tells how effective your ads are when paired with your landing page or website. 

What are the problems associated with PPC Conversion Rates? 

If the ads have high click-through rates but low conversion rates, then it’s a signal that there is a disconnect between the ad and the landing page. 

If you notice this obstacle then probable causes are:

    •   The landing page doesn’t align with the ad you’ve created.
    •   Offers that aren’t visible on the landing page. 
    •   Weak landing page
    •   Inappropriate language
    •   No CTA button
    •   Slow-loading landing page
    •   Complicated to navigate

Want to know more about keyword planner?

 

Tips for PPC Conversion Rates Optimization

These tricks and tips can help you to make sure that you optimize the conversions and drive the highest results from the PPC campaigns. The tips are:

  •   Provide relevant information in your ads.

It is important to give relevant and maximum information to the users. They should get exactly what they are looking for. Adding non-sense or irrelevant information drops the conversion rate drastically. 

  •   Check your site loading speed. 

It is important to check the loading speed at regular intervals. Slow speed could impact conversion rates and sink them. This is true for all the PPC campaigns. Look for elements that are slowing down your site and get rid of them. 

  •   Create relevant and targeted ads.

Importance of resonating campaigns with the target audience is paramount. This can increases the success of your ad campaign tremendously. This can be done by categorizing audience segments. Also, use retargeting to re-engage customers and boost overall conversion rates.

  •   Don’t neglect other metrics. 

Having a strong conversion rate is good, but that’s not enough. Therefore, it is important to optimize your entire ad campaign for conversions. Keep a check on other metrics like cost per conversion, cost per click, etc.  If these costs are too high, then your campaign wouldn’t be a success overall. Keep an eye on your campaigns to make sure that you’re spending on clicks lines up as well. 

 

Maintaining strong conversion rates is in direct relation with profitability and ultimately, indicates campaign success. This should be in accordance with other metrics. Taping conversion rates can also be useful as you can troubleshoot issues in your funnel and determine what can be done to improve results from the PPC campaigns. 

 It is important to note that conversion rates do fluctuate based on other factors like location, industry, purchase value, etc. The longer the funnel, lower the initial PPC conversion rate will be.

However, retargeting can help boost overall conversion rates, making up for the different and increasing your overall ROAS, so make sure it’s a part of your PPC mix.

Read More: Google’s New Gallery Ads – Everything You Need To Know

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4 Most Common E-Commerce Advertising Mistakes and Ways To Avoid Them

Advertising is all about delivering the right ad to the right audience at the right time using the right platforms. However, many times it happens that ads don’t reach the right audience at the right time. This not only results in ruining the desired results but also lead to improper targeting of people who aren’t the right audience. So, to avoid such a mistake, each advertiser must take note of these most common e-Commerce mistakes and take measures to correct them.

  1.   Slow-Loading Website

A slow loading would affect the conversion rates drastically. Imagine someone actually clicked on the link to buy your product and/or service and then the landing page takes forever to load. So the visitor gets frustrated and leaves.  This is one of the most common yet repeatedly occurring mistakes. Most of the advertisers don’t realize the importance of faster-loading landing page. This could have a drastic impact on their ad conversions. Most of the customers don’t wait more than 2 seconds for a page to load. Google also stated in their research that when the website loads quickly, it reduces the chances of people bouncing away.

  1.   Not focusing enough on the product description

This is the most under-valued concept.  Not everyone is convinced of shopping even till date. The only way to convince the audience is through images and words. Uninteresting images and words are one of the e-Commerce mistakes that each advertiser should avoid. The words and images of the ad must be so captivating that the prospective customers not only get an idea of what the products are all about but also be convinced that they are missing out on it if they aren’t buying it. You have to help them and communicate the experience you deliver with any of your products explicitly.

  1.   Not giving Google Shopping option

A lot of e-Commerce brands don’t realize the importance of Google Shopping when running ads for their products. This is an easier, one-click option wherein the prospective customer would get the details of your products in an organized format which is preferred by the search engine. It makes the entire process of searching, selecting and buying a product a lot easier. This is a major advantage for the advertisers as they only have to pay for clicks that are on the verge of converting. This is an economical and money-saving technique.

Google Shopping catalog appears alongside the Google search results whenever the search engine detects a shopping match. However, the location of these ads is predetermined. It is in a special shopping box either on the top or on the side. These ads improve the performance of your ad.

  1.   Repeatedly Showing the Same Ads

How many times have you been annoyed because you kept seeing the same product over your entire digital space? Be it on your feed on Facebook, an ad on YouTube or when you’re reading some content on a website! This is another mistake that most of the advertisers end up doing: showing the same product over and over again without any changes in the price. Somehow it is important to understand that an ad must be popped to notify something new. It could be about a drop in the price or some offer or feature.

Read More: TIPS TO BOOST THE PERFORMANCE OF PPC CAMPAIGNS

However, there are ways which advertisers could follow to prevent and overcome ad fatigue.

The ways are:

    1.   Reduce ad frequency.
    2.  Use the process of creating ad campaigns with multiple ad variations. It could involve creating ads with different background colors, different ad copies, different layout, different images, etc. It must be done to evoke interest and to break the monotony.
    3.   The advertisers must rotate these ads every few days.
    4.   Also, ads must be scheduled to run on different days instead of running them running all the time.
    5.   Change the offers and throw sale options after some time. This makes the product and brand more appealing to the target audience.
    6.   Test the performance of different offers to find out which ones work the best. Also, you can use second and third-best alternatives in future campaigns.
    7.   Rotate your target groups every few days. As per this technique, an advertiser must divide the current target audience into smaller sections based on shared interests and characteristics. And then each of those targeted groups must be shown the ads on regular intervals and not every day. This cuts down the cost and reduces monotony as well.
    8.   Regularly update the data related to the targeted audience. You should exclude people who have already interacted with your ads.
    9.   Make sure that the product images are clear and load fast. Ensure that even the large and attractive images optimized at small file sizes.
    10.   Also, the content of the page is crisp, short and engaging. Boring lengthy monotonous wouldn’t interest anyone.

Making mistakes is common but learning and improving yourself is the bigger task at hand. Each advertiser must understand that a remarkable product page involves a lot of moving parts, but focusing on these three fundamental elements – visuals, copy, and reviews. Make sure each of these departments is exceptionally well on your page.

Read More: WAYS TO TARGET B2B AUDIENCE USING SOCIAL MEDIA

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gallery ads

Google’s New Gallery Ads-Everything You need To Know

Besides being a Google advertiser do you like the various carousel ads on Facebook and Instagram and want to get the same feature on Google Ads? Well, the wait for this just got over with the new year of 2019. Google has introduced the Gallery Ads this year in the Google Marketing Live Keynote. The announcement of Gallery Ads by Google has led to a storm in the market. These interactive ads  are present on the top of the Search Engine Page Results. These ads usually include a display URL or text headline and the most important feature is that it features swipable image carousels.

 In these ads, every image is accompanied by a tagline, and with a headline on top of the screen to let the user swipe into your carousel. The advertisers can include up to 8 images, each with a tagline caption of 70 characters. You can also write up to 3 different headlines to test all the kinds of combinations. Whether you are looking for the nearest Subway outlet or Baskin n Robbins, you always rush to Google for help. According to a test conducted earlier on the Gallery Ads, it showed that it is capable enough to drive more than 25% of the engagements than the standard text ads. These ads are particularly focused on smartphones to effectively communicate with the audience. 

Take a look at an ad on the other side of the screen, imagine what if the image would have been replaced with a description, It would turn out to be a boring ad, and not effective at all. The reason is that the image of that Spicy Chicken Burger in the ad did a great job in exciting your taste buds and virtually tried to satisfy your hunger. If you would have seen this ad at the beginning of you customer journey, then it would definitely leave a strong impression on you. But if you saw that in the end, the picture of the Spicy Chicken Burger won’t be good enough to close the deal. This is the main reason why the Gallery Ads were introduced, to create an impression on the user’s mind.

In the case of B2C companies like gyms, hotels, spas, etc should give a try to the gallery ads. With the ability to showcase their products and services in a single ad to make very much effective. Let’s take an example of you working in a travel agency and you are advertising the Mexican Resort. Therefore to drive in a lot of mobile traffic to the website, you would create an ad group for people who would belong to keywords like “Summer Vacation”, “Mexico Hotels” and “Mexican Resorts”. How do you think the customer would resist swiping through your mesmerizing carousel on the net? This is the best way of converting too. As the human brain process the image part 60,000 times faster than the text with a process of 14 milliseconds. 

Now taking the case of B2B companies, gallery ads can help you achieve victories. For example consider yourself to be in charge of paid search of a company that helps small businesses to build landing pages for the ads. Pictures of benefits you provide, quality scores, conversion rates would make you ad more appealing. This could help you to communicate the value of the product and brand your business as a friendly resource. The consumers are more likely to retain the content with a visual image as people remember 85% of what they see and 15% of what they read. Keeping in mind that images are hard-hitting and more memorable than plain text, Google has left its long lasting impression by introducing the gallery ads.The customers have actively responded to the ads with a swipeable imagery gallery. With the increase in the competition, the digital market pays to get into the next big thing early. Being an advertiser, start to create your very own gallery ads as soon as they are available to you. The faster the move you will make, the greater you will be able to hold the advantage over your competition.

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