PPC Management

Why You Should Invest In PPC (Pay Per Click Ads)

PPC advertising is one of the most effective ways to quickly turn a profit online without the hassle of waiting for your good SEO practices to kick in. While SEO is extremely important, it is a marathon while PPC is much more of a sprint. With PPC you can have high rankings for extremely targeted keywords and start seeing conversions flow in within days rather than months. For marketing experts like us, PPC is our way to get a more immediate return especially with companies willing to spend a little extra upfront for quicker results.

What is PPC?

PPC stands for Pay-Per-Click advertising. This is a paid program through Google Adwords where you choose frequently searched words and create ads that show up on the top and sides of searches. A paid search ad is excellent because you only pay for the advertising if someone clicks on your ad. In reality, you are only paying for a guaranteed site visitor.

Who Should Use PPC?

We recommend PPC advertising for retail, health, travel, and financial industries. In highly competitive markets, you can expand your reach more efficiently than ever. Furthermore, PPC allows you to start following your prospects around the internet. With Google Adwords, you can also become part of the Google Display Network. That means you can have paid ads show up in your client’s emails, on sites they frequently visit and more. Advertising like this allows you to get farther faster.

How To Manage PPC?

The trickiest part of PPC is the day to day changes in the market. When there are lots of changes, you will want to have someone ready to check in, optimize ads, and monitor spends every single day. Hiring a marketing agency is an excellent way to get the benefits of PPC without the daily work. PPC requires an understanding of the Google search algorithm and marketing fluctuations. Get more information about PPC advertising today and contact the Admail West experts.

Defining Target Audience

When it comes to selling, defining your target audience is essential to success. Most products fall into a niche market and are only appealing to select people. At Admail West, we spend so much time looking at data to better understand what makes your target audience so special. Then, we market to those qualities. This strategy provides excellent results, every time.

Let’s say you are in the solar panel industry. Your company installs and services solar panels on residential properties. This example is easy enough to figure out the target. The target audience is homeowners. However, targeting more affluent homeowners with larger electricity bills is an even better target market. The question is then what is the process for defining your target audience?

Consider the following:

1)       Creating a profile for different types of potential customers

2)      Determining where the audience is. (This pertains to where they are geographically but more so where they are ‘media wise’.)

3)     Researching past success of other competitor companies

4)     Looking at the profiles of people who have purchased product from you in the past

5)     Establishing behaviors of purchasing clients through campaign analytics

Start with the small stuff, like location. For example, it’s dark in Norway for half the year, so we aren't going to market solar panels to them. Sorry Norway. If you are thinking Geographically, maybe focus on sunny areas like San Diego. See it's not so hard defining target audience for your company?

It’s fair to assume that there is at least one computer in any of the target households and it is possible, if not probable, that at least one head of the household is using social media. Unless you are targeting a much older demographic, you target audience is primarily online.

Choose a Way to Reach Your Target Audience

PPC or Pay per Click advertising, are the ads presented at the top and sides of your Google search results. They are triggered by certain search terms. Homeowners searching something like ‘saving energy’ or ‘green technology’ may see PPC ads for solar companies or energy saving appliances. This is an effective means of targeting and advertising to a specific group of people.

Most people have some means of social media to stay connected. Once you have a target audience, try and reach them through ad campaigns. Facebook is great way to target certain demographics and they have their own advertising similar to PPC. An ad you place with Facebook would be presented to certain homeowners based on their age, profile content and search history. After that it is hopefully being clicked on by homeowners who are interested in your product or services.

Anything else we can assume about homeowners? They have mail boxes. Purchasing a mailing list of a specific demographic, and sending out direct mail is a great way to market your business.

Admail West creates custom marketing strategies and is an awesome direct mail service. We have created successful marketing campaigns for all types of businesses. If you’re looking to increase marketing efforts for your business, contact our team at Admail West and find out how we can help you find and reach your target audience.

Getting Past Online Marketing Failures

Online marketing, even with trial and error, is an excellent way to gain newfound success. With older companies, the switch to online marketing requires strategy and time.  Frequently, a misstep can discourage companies from continuing online marketing. However, with expert help at setting realistic goals and a redefinition of progress, your company can succeed easier than you ever imagined. Online marketing is a great way to propel your company into the future and solidify the newer generation of consumers as your loyal clients.  What Admail West loves is that even an online marketing “failure” can be re-evaluated and turned into that thing that brings your next big success.

Online Marketing Failures Turned to Successes

Social Media Marketing

This occurs often in small businesses. An owner attempts a social mediamarketing which costs much more in time than the revenue it generates. While some business owners would quit here, we find this to be the best opportunity to step in. Failure is data, and data is a better understanding of your customers' behaviors. In marketing, there are no failures, there is only more information. Taking into consideration what does not work allows you to hone in on the science of what does. With the right understanding of your information, your social media will become a powerful tool. It doesn't matter than it hasn't worked in the past.

PPC Advertising Gone Stale

PPC ad campaigns that failed often turn business owners off of integrated marketing. However, behind every single PPC campaign is a wide variety of data that Google stores. That information allows experts to create a strategy for you that not only boosts PPC response, but also flows into all forms of your online marketing. You'll never see a lack of leads or low click rate as failure. See it as data for the best strategy for your next time around.

The Grass Is Greener

There is great opportunity in our failures. We just have to look clearly, looking back at them and investigating what went on will narrow down your strategy till it’s spot on. Our team at Admail West can help you analyze past online marketing and devise a plan for your next marketing campaign. In reality, knowledge is power. Every attempt is one step closer to success.

Contact us today for an online marketing audit. We can help!

9 Ways to Make the Most of Google Grants

Tip #1: Create a campaign for every organizational goal or project.

Your Google Grants ad pend will always be better spent when it is well thought out. An ad group should have 15-30 similar keywords that align to a specific page on the website. The more focused the ad group, the better the ad targeting. To get the right traffic to your website, here are a few do’s and don’ts when developing your keyword lists for your campaign(s):

  • Do: Create a robust keyword list. You never know what users will respond to.
  • Don’t: Start with a small keyword list and wait to expand.
  • Do: Leverage all variations of brand, product, and service terms as keywords.
  • Don’t: Assume target users are familiar with your brand.
  • Do: Include problem- and solution-oriented keywords.
  • Don’t: Assume all target users have the same search tendencies.

Tip #2: Use keyword research tools to expand the reach of your Google Grant

Your keywords should be very specific to the content on the website page or landing page to which you're sending your visitors. Using a keyword research tool will allow you to pin-point the keywords that will give you the best results and higher ranking in Google. Get a good mix of short- and long-tail keywords to help capitalize on both traffic that's difficult to rank for, as well as highly qualified traffic that will help your conversions.

Tip #3: Use all three match type options when creating your keyword list.

Use broad match, phrase match, and exact match to find keywords with higher search volume. Different match types for your keywords will trigger your ad for a potential visitor’s search in different ways. It’s a good idea to use these three match types so you can attractive a variety of audiences.

Tip #4: Write effective and succinct copy.

Do not assume all of your target audience will respond to the same creative language. Ads with high-level language should be tested alongside ads with language geared toward more savvy users. Test 3-4 variations targeted to different types of audiences and see which performs the best.

Tip #5: Drop users on the most relevant page within your website.

Before you create your ads, consider all the assets your organization has; blog articles, landing pages, annual reports. Provide the information your visitor is looking for when they click your ad by dropping them on the most relevant page. This will increase the conversion rateon your landing pages and reduce your bounce rate(the rate at which visitors leave your site without clicking into another page on your website) from your AdWords campaigns.

Tip #6: Keep subscription and contact forms as short as possible.

For a newsletter or blog subscription form, asking for just an email address is enough. For Contact Us forms, you should ask for the person's full name, email, phone number, and possibly where they live, if necessary. But before you add more fields to your forms, ask yourself, “Do I need this information at this point in the relationship?”Don’t require fields unless it’s for a good reason, as it can impact your submission rate in a negative way. 

Tip #7: Direct traffic to a targeted landing page instead of your homepage.

Make sure the page you’re sending visitors to is relevant to the ad itself.Nonprofit Futures Without Violence’s homepage conversion rate was 0% -- but their ad that led to a targeted landing page? That page came in at 12.59%, getting them 1,000 new email addresses.

Tip #8: Use statistics to introduce the problem.

Since targeted landing pages have a higher conversion rate for email acquisition, you should focus on optimizing them for your ad campaigns. Statistics make an big impact and are digestible pieces of content that will help visitors understand a bit more about your cause and what you're trying to accomplish. They are also attention grabbers and draw your new visitors in to learn more.

Tip #9: Share information that potential supporters want.

The goal of your AdWords campaigns is to bring in new traffic, so providing basic information about your cause and organization is a great way to educate your new audience. Also, make sure that the information provided on the landing page is relevant to the headline in your ad. If you're offering a fact sheet about your organization, make sure the landing page you send the visitor to is where to find the fact sheet.

About Google Grants.

Google Grants is only available to Google for Nonprofit members. Signing up as a Google for Nonprofits member is free, with some restrictions that you can review online before applying. There are other products to take advantage of, including Google’s new mobile application One Today. You can also see all the organizations using Google Grants in the Google for Nonprofits community.

Info gathered from our friends over at HubSpot.com. For more information, tips, tricks and advice on how to increase traffic and utilize Google Grants, contact us! 

About Us:Admail Westis a leader in Direct Marketing and Integrated Services. We combine the right mix of channels, with the right messaging, getting our clients what they want. RESULTS. As experts in Google PPC and Facebook Advertising, we position our Non-Profit clients directly in front of their targets. 

Additional Services: Campaign Strategy, Data Analytics & Management, Integrated Marketing, Direct Mail, Fulfillment, Expert Analytic Reporting

Admail West- 521 North 10th Street, Sacramento, California 95811

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