by Marelise da Silva | Mar 20, 2020 | PPC
Pay per click campaigns are an important part of your digital marketing strategy. So, if your campaigns are not converting, you need to understand why. Here are three key reasons why your campaign might be getting a low click to convert ratio.
Your Campaign Manager’s Experience
As a digital marketing agency that manages everything from retargeting strategies to Facebook ads, we have found the most common reasons why PPC campaigns do not work is because the person managing the campaign doesn’t always know what they are doing. It’s true that Google AdWords has a lot of resources and that it is easy to set up a campaign yourself, but inexperienced people often miss big opportunities that could make a significant change in their PPC results.
Your Bidding Strategy Is Failing
Your bidding strategy may be off, meaning:
- That you might not be using native keywords,
- You are bidding too much,
- Your budget is too much,
- Your goals aren’t set or defined, and so on.
The people who manage the most successful campaigns are those who sit at a desk and work on PPC campaigns all day. They aren’t social media people, bloggers, strategists or involved in other aspects. PPC campaign management is a craft that is perfected over years.
Your Budget Is Too Small
Another reason why PPC campaigns don’t convert is that the budget isn’t big enough. If your competitor is spending R15 000-00 and you are spending R1 500-00, you might get a few of the leads, but not enough to make a difference. PPC is an auction system. It’s like eBay. If you bid R1-00 on an item and another person bids R5-00, eBay is going to give the item to the person who bid R5-00.
At WSI OMS we run PPC campaigns for clients in almost every industry you can imagine. For help with your PPC campaigns that convert, contact us for a consultation today.
by Francois Muscat | Feb 21, 2020 | PPC
Pay-Per-Click (PPC) advertising allows your business to use customised messages to target a specific audience that is more likely to respond. Online analytics will also show which advertisements support retargeting. But, which PPC platform will give you the best return on investment (ROI)?
With Google Ads, you’ve got Gmail ads, YouTube, the display network and a variety of bits. On the other hand, Facebook gives you access to the world’s biggest social media platform. Which one is more effective? We investigate below.
Google Ads
Google Ads is the highest quality leads you can generate for your business, but they are on average about five times more expensive than a Facebook lead. A search-based lead is a very high-quality lead because it is intent-based. Someone has a problem, they search for a solution online, see an ad about the problem and get taken to a landing page that is tailored to speak to their specific challenges.
Facebook Ads
On Facebook, people are not searching for a problem. So, there are no intent-based leads. What you can do, however, is target people who might have that problem. You can create look-alike audiences and then find the small segment of people who might have that problem. This means that if you do your targeting right, you can also find high-quality leads.
People will scroll in their newsfeed on Facebook and see your ad. The cost for these leads is lower, but you need to plan how you are going to turn the Facebook user into a client with captivating and engaging content.
Our PPC Expertise Will Give You the Best Options for Your Targeted Audience
Whether you’re interested in remarketing, retargeting or a brand-new Facebook ads campaign, contact us today.
by Marianna Muscat | Dec 2, 2019 | PPC, SEO
Is your ultimate digital marketing goal to increase your reach when it comes to your local community? This is definitely a worthwhile objective as a focus on local search is known to boost conversions.
In order to master the art of targeting locals in your area, you will need to not only understand how the local search algorithm works, but you will also have to adjust your website’s SEO and PPC strategy accordingly. Here are the facts that you need to know.
Location
Ultimately, the biggest factor in Google’s local search algorithm is where your business is actually located. Scroll down to the bottom of a page on your website and it will often list a zip code that Google thinks you are in.
Reputation
Your local search rankings are certain to improve as your online reputation grows. The best way to boost this reputation is through your SEO efforts, such as creating authoritative content, engaging with your customers on social media, and ensuring that your website offers a magnificent user experience. The reviews that you receive online are also certain to make a difference.
Keywords
It can be very helpful to use your location as a keyword in any new content that you produce. This signals to Google that you are serious about pleasing your local customers. And, in so doing you are likely to appear more prominently in relevant Google searches by people residing in the area. A good rule of thumb is to include your location in your meta title/page title, meta description, as well as in the first and last paragraphs of your content.
Mastering the art of local search and content marketing is no easy feat, hence the reasons why countless businesses rely on the digital marketing experts at WSI OMS to do it for them. As a leading digital marketing agency with an international reputation, we are ready to help get your business noticed online! Contact us today for details.
by Marianna Muscat | Sep 24, 2019 | PPC
Pay-per-click (PPC) is an extremely useful tool – when used properly. However, when not fully and carefully implemented, it can be not only useless but also costly. We have identified the five most common PPC mistakes made by online marketers, as well as some suggestions on how to give them a wide berth.
1. Not Recognising How Your Market Is Segmented
You need to know from the outset that not all clicks are alike. Your target market can be divided into three general segments: search, display and social. Search covers those audience members who are actively seeking out information on your brand. Display refers to those who might come across your ad purely by accident, as it displays among whatever content they may be looking at. Then there’s social, which obviously means those people who have come across your content on social networks. They could be searchers or displayers. These segments need to be targeted and measured separately and with tailored approaches. Divide your audience into silos and treat each one accordingly.
2. Not Having a Strategy
Doing anything without a strategy usually doesn’t turn out well. To use a fishing analogy, you can’t just throw out your line and wait for a bite. You need to carefully select your bait, put on your waders and perfect your fly fishing skills. You need to know who you’re aiming at, how to reach them and what your exact objectives are in doing so.
3. Using “Broad Match” with Short-Tail Search Terms
As we’ve mentioned elsewhere, short-tail keywords seldom render the best results. In PPC, you may want to bid on short-tail keywords anyway. But, if you do, you should never opt for broad match. Always opt for “exact match” and select all available modifiers. This will make your PPC spending far more cost-effective.
4. Writing Bland, Emotionless Content
You need to write your copy with your click-through rate (CTR) in mind. Generic-looking content with no emotional hook is guaranteed not to deliver a lot of click-throughs, as there is nothing to entice the reader. Make sure your ad content is attention-grabbing and, most importantly, emotionally charged. Give your audience a reason to click through.
5. Running Your Conversion Funnel without Testing
Finally, never ever run your site and conversion funnel without testing them. Use analytics to determine whether it meets all your objectives and is providing the kind of user experience that leads to conversion. Recruit a few test users and check out their responses, make sure that the funnel is working across all devices and check that your analytics are running accurately.PPC is not something you want to gamble on. By avoiding these primary missteps, you can ensure that your spending is always worth it.
WSI OMS is an expert at PPC. Contact us to discuss, strategise and implement an effective, high-conversion PPC plan.
by Francois Muscat | Sep 9, 2019 | PPC
Pay-per-click advertising works for various businesses despite their size. It is a lucrative way to get more leads and make more money. What many small business owners get wrong, however, is not combining their content marketing with their paid online advertising strategy.
While PPC is a great way to advertise your business to people who are looking for the products and services that you offer, you will get a lot more bang for your buck if it is combined with a content marketing strategy. When you create content based on niche long-tail keywords, advice blogs that educate your customers or how-to guides, you will be able to create different PPC campaigns that are tailored to these pages.
One of the quickest ways to throw away a hot lead is to direct them from a PPC ad in their Google search results to the home page of your website. If you sell used sailboats and have articles about buying used sailboats, a 10-point checklist for buyers or how to refurbish sailboats, you can create ads that speak directly to this content.
The reason why combining your content marketing strategy with PPC is so powerful, is because people are searching for information online. Very few people open a search engine with the intent to buy someone. A PPC ad can put your content front and centre so that you can start to build a relationship with a potential client, give them the information they need and showcase yourself as a leader in the industry.
Contact WSI OMS to help you manage paid online advertising, PPC and digital marketing efforts.
by Marelise da Silva | Jun 19, 2019 | PPC
Are you trying to sell products online? Then you might be using PPC advertising. Here are five steps to writing great PPC ads:
The Headline
“On the average, five times as many people read the headlines as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar,” David Ogilvy.
Your headline has to be short, succinct and powerful. The headline is what draws people in. If you browse through any of your online content, you will notice that your most popular pieces of content are the ones with the most compelling headlines.
Benefits
Your ad needs to lead with what your product will do for a user. If you are selling a skin cream, then you might be tempted to go with a tangible benefit such as “gets rid of acne”, but rather think about the bigger benefit, such as “makes you more confident”.
Features
After the benefits, list the features of the products. If you are selling camera lenses, list everything from the pixels to the retina screen.
Solution
When writing an ad, you need to take a person from problem aware to solution aware and, in particular, your solution aware before they will consider the deal you are offering. Your reader needs to instantly become aware of a problem they have been having when reading your headline and should end up determining that you are offering the right solution to their problem.
A Thumbnail
Whether you are running ads on Facebook, Google or YouTube, you will need a thumbnail picture for your ad. Focus on using an interesting, well-shot picture that will get people clicking.
Need help with your paid search advertising strategy? Then content WSI OMS today.
