Latest Developments in Pay Per Click Advertising

There are two commonly used methods of attracting potential customers to your web page; one is to use Search Engine Optimisation (SEO) and the other is via Pay Per Click (PPC). SEO relies on knowledge of the search engine criteria and using specific keywords and phrases to ensure a website stays near the top of the search engine rankings. Properly done this can be a very effective tool and will attract many customers to your business.

PPC is equally as useful; a business must pay a set fee to the search engine provider every time someone clicks on their advert link. In return their advert is featured prominently on any search results page which relates to their business. Although there is a cost to this kind of advertising it is a very effective way of bringing more customers to the business and can be used in conjunction with SEO to create the maximum draw possible to your website.

If you intend to use PPC it is important to be aware of the latest developments in this field; the parameters change frequently and you need to be vigilant when relying on this technology. Companies such as 2marketing.com can be of great assistance in determining the best approach to PPC. Some of the latest developments which they would be likely to discuss with you are:

Cost

Pay per click has become an extremely effective marketing tool. However, this has led to an issue regarding the cost of ‘clicking’. The more popular the industry in which you operate the higher the price will be per click; this is simply because not everyone can appear on the front page of the search engine; only those who pay the most will appear at the top. In some industries this has led to costs of £10 per click! It is essential to monitor this and know when to cut back on your PPC activity.

Set-Up

Setting up PPC is very easy! However, the guidelines, competition and facilities offered by the search engines are constantly changing. This means that the package you believed you signed up to could be ineffective as quickly as a week later. It is a complex field and must be monitored constantly to ensure you achieve the best results possible for your money.

pay-per-click adsImage Source – Edgeworks @ Flickr

Ad Groups

Until recently PPC required you to choose your keywords and assign them to your campaign – these words would then apply to every ad group you were using. The rules have now been changed and the latest update ensures you are able to apply keywords to individual ad groups; meaning that you have far more control over each ad group and which keywords are important for each group.

Funds

Costs on a PPC campaign can quickly add up and end up making a product unviable or unprofitable. It is now possible to set a budget cap for both individual campaigns and for group campaigns. This is sure to eliminate any nasty surprises when your advertising bills appear.

Cost & Revenue Tracking

With the increased popularity of PPC there are now many tools available to help businesses ensure they are getting the best possible results from their campaigns. One of the most effective, new methods of doing this is to monitor every penny. It is now possible to see where every penny of your marketing budget is going and what revenue is being brought in from that expenditure. This information is essential to ensuring you make the most of your budget and maximise the number of potential customers.

13 Benefits of Social Media Tracking

At the risk of stating the obvious, social media has infiltrated most if not all significant areas of our lives. It has changed the way we converse, the way we learn, and even the way we date. However, there are also ways to make the reigning empires of Facebook, Twitter, and others too numerous to name right now bend to our will instead of the other way around. For multiple franchises, public relations campaigns, and other businesses, social media tracking has proven to be an extremely lucrative way to ensure the satisfaction of costumers, as well as continued relativity in an ever evolving marketplace and social landscape. Below are some ways that saturating yourself in the world of status updates and 40 character Tweets can benefit whatever business venture you are involved in.

The Competition

Every industry in the world has and always will have competition, that’s just the nature of the beast. Keeping a close eye on the strategies of competitors and the subsequent reactions of your consumer base allows you to determine what works, what doesn’t, and ultimately what you can do that’s better.

Traffic

A recent Socialbankers study showed that the amount of interactions with a company’s social media posts directly corresponds with visits to the company’s website. In short, when social media activity rises, so does website traffic. When content is put on social media, it is more likely to be linked by other websites, which then causes your website ranking to climb higher and higher.

Promptness

Oddly enough, social media tracking is a way to turn customer complaints into a public image boost. Although human beings are constantly fickle and therefore impossible to please 100% of the time; responding instantly to a negative comment, providing readily available customer support, and being prepared to give feedback or other information shows a deep investment in customer care.

New Prospects

If a potential customer shares your post or comments on a blog, you have just been handed a perfect opportunity to reach out and attempt to maintain their interest. Social media is a valuable way to latch onto possible business opportunities and transform them into concrete leads.

Industry Connections

Industry leaders more often than not have large social media presences with up to thousands of followers. Their thoughts and opinions on products and other facets of the industry you are involved in can prove invaluable. Also, by interacting with them appropriately and professionally you can gain a possible advocate for your brand. This can be achieved by reading through top industry blogs, joining a public Twitter list, or even doing a simple Google search.

Inspiration

Although it is an amazing thing, your own brain can only generate so much. Actively seeking out the current keywords and trends circling around your industry is a perfect way to gain inspiration for a new blog post, advertisement, or even an entirely new product or service.

Finding and Keeping

Engaging through social media not only helps attain customers, but retain their loyalty. You can working towards ensuring their satisfaction and devotion by thanking them for purchasing/recommending your product or service, subscribing to or following their social media profiles, and sharing or commenting on their posted content.

Improvement

Besides investment and exposure, tuning into the social media activities of customers and former customers can enable the consistent improvement of your product or service. Both positive and negative feedback can help creative positive changes to multiple aspects of your business from the product or service itself to customer relations. Dialoguing with customers can also help you to know whether not you are making the right and desired changes or enhancements.

Revenue

Paying attention to conversations around your brand and competition can lead you to discover revenue for your product you may not have previously known existed. There may also be a problem with your competition that you can provide the solution for. Looking out for these kinds of comments and conversations can help you find new customers and possibly a whole new marketplace.

Accurate Targeting

Social media not only allows you to advertise your brand, but specifically locate who it is meant for. Facebook and Twitter allow you to pinpoint posts or advertisements at your target audience by their IP address (log-in location) or registered address. This can be broken down even further by country, state/province, postal/zip code, or even age and gender.

Speed and Efficiency

The advances of social media have made pushing your content out to potential and existing customers quicker and more cost effective than ever before, often eliminating completely the need for paid press releases or email campaigns. However, production itself isn’t enough. Your content has to be interesting, shareable, and compliant with your brands standards and ideals. Platforms like Twitter only allow a certain amount of text per post, so inserting videos and images can help with this. Timing is also just as important as quality. Facebook has an insights tab that contains graphs showing when the greatest percentage of your audience is usually online. This can help develop workable patterns.

Evolution

The landscape of social media itself is always changing. Keeping abreast of these changes and how social media works in general will allow you to adjust your content accordingly and prevent you from fading into irrelevancy.

The Product

Although I’m sure your product is already impressive, social media can, as you might believe by now, make it even better. Being attentive to the wants and needs of customers can help you create a product that is fresh, unique, and most importantly, sells.

Making social media tracking a part of your business plan can prove to be an incredible useful strategy. By directly engaging with and analyzing trends, customers, and competition, you are certain to never be short of the very top of your marketing game.