Pay Per Click (PPC) Advertising. Book. 10 New & Innovative Ways to use PPC advertising

Transcription

1 Pay Per Click (PPC) Advertising Book 10 New & Innovative Ways to use PPC advertising

2 The Resurgence of PPC PPC (Pay Per Click) advertising is currently experiencing a resurgence as marketers discover increasingly innovative ways to find, attract and engage with their customers. Despite this, it s estimated that the majority of people use just 3% of PPC advertising functionality and many, have not yet realised the benefits of using PPC advertising in social channels such as LinkedIn and Facebook, or started to remarket to customers across the Google Display Network. This book presents 10 simple but clever ideas for PPC strategies and will show you intelligent ways to optimise budgets, reach new customers and improve marketing ROI. These ideas can be used by anyone, from small businesses all the way up to large corporations hopefully, we ll be able to provide some inspiration for your marketing! You can reach 95% of internet users with PPC It s measurable It s quick, and you re always in total control The majority of people use just 3% of Google AdWords functionality, We ll show how using the other 97% can benefit your business. 3% Revealed 97% Undiscovered

3 Enter new markets When you need to enter a new market, PPC can help access and evaluate its potential. Sandra runs a local deli in Cambridge, and she delivers to her local area, mostly the CB1 postcode. For one client, a software company based in the Middle East, we used PPC to assess UK and European markets. Multilingual ads were created for free whitepaper and webinar lead magnets. Leads were built in these regions, providing a reliable assessment of the market size and growth potential. Business is booming and she wants to expand her reach into the neighbouring postcodes CB2 and CB5. Using AdWords location targeting she can advertise in those new markets and evaluate the potential for new business. Once proven, she can then employ a new delivery driver and expand. Google s global market finder helps you to find out if opportunities exist in different global locations using Google search data, keyword translations and bid competition. It provides a quick and relatively easy way to understand where your opportunity may be. You can then use PPC to test and evaluate the potential of this opportunity. Give your PPC a health check, visit us at

4 Test a product idea When you re taking a new product to market, what would be the value of having a legitimate understanding of the market size, profitability, optimal messaging and who your customers actually are? PPC can help you to test new product ideas, which through measuring key successes and failures, helps you to make more informed decisions about future direction. Ideas in Action - Using PPC to Test Key Product Messaging When a client was bringing a new product to market we used PPC to test out the key messages ahead of a large TV and press campaign. Over 45 banner adverts were used across the Google Display Network with a budget of 11k to identify which USPs and messages resonated most with customers, the test showed that of the messaging a 10/10 product award from the Daily Mail was the most successful. This, and other successful messages, based on customer response, were then incorporated into the TV and press campaign. How it works You have a new product but are unsure of whether or where there is a market for it. 3. This test campaign reveals who your customers are and which messaging or offers they respond to most. Free Delivery! 2. You use a PPC test campaign to put the product in front of potential customers. UK no1 Free Delivery Gold Award 10% Discount 4. You now know whether to continue the product campaign and which messages to use. A chat with us costs nothing, call Ross or Princely on

5 Using product listings for every product in your PPC campaign increases your real estate in the search listings, giving you up to 3 chances to grab the customer s attention, increasing your exposure. 2. Product listings Boost Product Sales Not only can you show an image of your product, but also your prices ideal if you are price competitive as this can quickly boost sales, perfect if you have excess inventory to sell. 1. Text Ads The first opportunity to grab attention, showcase key USPs and messaging for example, free delivery 3. Organic search listings This important piece of real estate provides the third opportunity to secure a click and attract customers to your website. Product listings and product specific adverts show in response to product related search terms, allowing you to catch customers when they are hot and ready to buy. Did you Know? Google product listings used to be free, now however they are exclusively paid for, meaning that you ll now have to pay to ensure your products are shown to searchers. The Power of Specifics: How we increased PPC revenues by 79% for Multipower in one month. Step 1 Campaign focus was shifted from generic search terms to product specific keywords. Step 2 Product listings were created for key products whilst special landing pages and product messaging were created. Step 3 Tailored ads, landing pages and messaging helped to capture hot customers and increased conversions leading to a significant increase in revenue. Give your PPC a health check, visit us at

6 Increase brand awareness What is Google Display Network? For a fraction of the cost of TV advertising it s possible to get your brand in front of millions of people using display advertising across the Google Display Network and Social Media Networks here s how: 1. GDN enables you to place your ads on the network s top 1,000 websites (based on traffic) in any country to increase brand awareness. Coast Digital Coast Digital is an award winning Digital Marketing Agency specialising in Online Marketing; SEO, PPC, Social Media & Web Design. >> Talk to us today. Coast Digital Coast Digital is an award winning Digital Marketing Agency specialising in Online Marketing; SEO, PPC, Social Media & Web Design. >> Talk to us today. 3. You can ensure your ads are visible on every site by restricting them to only be shown above the fold, so users don t have to scroll to see them. 2. With over 2000 topics to choose from, you can tailor where your ads are shown so that they are on the websites your target audience visits. 4. You can also use social networks such as LinkedIn, YouTube and Facebook to expose your brand to users that are in your target audience. GDN is a network of Google partners that accept display averts on their websites. The network contains thousands of websites including dailymail.co.uk, ebay.co.uk and about.com. GDN lets you choose where you ads are shown by Keywords Interests Topics Location & language Demographic information And you can also choose websites individually Why use it? You only ever pay for clicks, not impressions (number of times your ad is shown), so you can get your brand in front of millions of potential customers on a tiny budget A chat with us costs nothing, call Ross or Princely on

7 Generate targeted leads PPC can help you to engage with colder prospects through promoting relevant pieces of content that will cause them to raise their hand. Any content you use should be unique, offer a valuable exchange for the prospect s data and also, help them to reach the next stage in their buying cycle or solve a particular problem. Ideas in Action: Our client, EWA, targeted home building companies with a guide providing valuable information on how to handle customer enquiries. The guide was predominantly promoted using the LinkedIn paid advertising platform, as this enabled ads to target individuals by company, profession and sector, ensuring the correct audience. In conjunction, a specific landing page for hot leads was created. How it works Create a piece of valuable content (lead magnet) around a specific subject and promote this using PPC advertising. This allows you to bid on cheaper keywords but still target your audience. 2. Use a landing page and lead capture mechanism to feed new, relevant names into your sales funnel. 4. Marry the guide with a more direct PPC campaign and landing page for hot leads, catering for people across the buying spectrum. 3. Nurture cold leads with more relevant content that guides them through the pipeline, warming them up and qualifying them before they are handed over to sales personnel. Give your PPC a health check, visit us at

8 Optimise click spend Here s 3 ways Allocate more budget for high margin products Identify your highest margin products, focus your budget on advertising these so that for every sale, you maximise the profit. Avoid low margin products: If you make 10p per single tin of beans, then paying 9-10p per click simply makes no sense if you want a profitable PPC campaign. Allocate more budget for top selling products By identifying your best selling products you can focus your budget where it is going to have the greatest impact on footfall, increase your cross and upselling opportunities and use this as a platform to build the rest of your campaign. Only show your ads when and where it matters You can also choose when & where to show your ads, so use this to your advantage. a) Use analytics to identify the most profitable times of day for your website and the regions where your customers are located. You can then set up your campaign so ads only show at these times of day and in these regions, meaning your budget isn t being spent unnecessarily. b) Look internally, if you have slow periods of the month, increase spend in these periods. We did this for one client to ensure their sales team was busy throughout the month, not just at the beginning and end. A chat with us costs nothing, call Ross or Princely on

9 Remarket to your customers Here s 3 ways 1.Create Urgency For one client we created a campaign that retargeted previous visitors to their website, reminding them of an impending Financial Services Authority (FSA) deadline. The banners, used across the Google Display Network (GDN) featured a calendar showing the final date for compliance, delivering a time sensitive message and creating a sense of urgency by compelling prospects to take action before the deadline, or risk an FSA penalty. 2. Increase messaging relevance 1. A user visits your website and views a particular product or set of products but leaves without taking action. 2. A cookie is placed on the user s machine based on what they have done on the website and the page they have visited. 3. Stay at the front of their mind For longer sales pipelines you can display ads to prospects at key times in their decision making process to ensure your brand remains at the front of their mind. 3. You can then show them a message that is relevant to their previous behaviour across the GDN. Using behavioural retargeting methods like this, we achieve a CPA for remarketing 1/3 that of regular PPC advertising 4. The user is then shown adverts, products and messaging based on their behaviour, enticing them back to the website and increasing the propensity to convert. For example, following a critical engagement with your business, you could use banners for up to 540 days to encourage the perception of a big brand and to be prominent in their eye-line. Give your PPC a health check, visit us at

10 Eat your competitor s lunch Bidding to have ads shown for a competitor s brand name is a sensible PPC tactic and a fantastic way to compete for their market share. In general, people searching brand names have already performed some research and are further in the buying cycle, and as such more likely to purchase. This makes it the perfect time to show your messaging with an advert of your own. Grab customers by offering incentives that your competitors don t, such as Free delivery 20% bulk discounts Free trials Vouchers & gifts At this stage, if you can offer a more enticing incentive or provide a better service then you can take their traffic, or eat their lunch. A chat with us costs nothing, call Ross or Princely on

11 Boost your offline activity 1. Reinforce messaging from TV or print advertising Following a successful TV and print advertising campaign, for under 1000, we used paid banner adverts to improve the return on investment from the original campaign. To further improve the reach of the campaign, the adverts were also placed on YouTube and to date, have had over 400,000 views. 2. Increase the reach of conferences and events You can do this by Bidding on the name of events, displaying ads that tell your audience you are attending and where to find you. Promote an event landing page, aligned with speaking slots, seminars and stand activity. Remarket to those that visit your landing page to improve returns and acquire more leads. 3. Hijack a high profile, nationwide event If you have a relevant product, think about how you can tie it to a major event and benefit from the increased traffic and interest. Give your PPC a health check, visit us at

12 Find invisible leads The challenge for most businesses is finding leads. But many companies are also challenged by having customers that aren t ready to buy, or don t know that there is a product or service out there that can solve their problems. As such their leads aren t actively searching online. Leads Leads Leads These invisible leads can be difficult to reach, but through PPC combined with a lead magnet it s possible to capture data, warm the leads up and secure customers in a marketplace that had hitherto been hidden. How it works Over the space of 6 weeks, Tim is sent another factsheet on the benefits of cycling and as part of the warming up process, a bike buyer s guide. 1. Tim wants to get healthy, but like many of us hasn t taken any serious steps towards exercising and isn t actively searching online for ways to get into shape. He sees an advert (provided by a bike shop) detailing 10 ways cycling can keep you fit. 2. Tim reaches a landing page and downloads the guide, entering his name and address as part of a data exchange. If of course he doesn t download the guide, a cookie will be placed on his machine so he can be shown more ads in the future. 4. Tim then receives an offer on a range of bikes, from the bike shop. Now warmed up to the idea of buying a bike, he is much more likely to make a purchase. A chat with us costs nothing, call Ross or Princely on

13 Take Your Inspiration Further Hopefully you ve found these ideas inspiring and will now look at PPC in a completely new light, but why not take it further? We re offering a limited number of free PPC audits. The audit will give you a clear idea of how you can improve your PPC activity and will give you: Professional insight into your campaign s performance Advanced assessment of your ads and keywords Expert review of your landing pages Ways you can allocate budget for the greatest returns AUDIT-VILLE IDEAS FOR MORE RETURN Budgets optimised EXPERT REVIEWS THIS WAY KEYWORDS ASSESSED More ideas at: APPLY TODAY LIMITED AUDITS FOR FREE Copyright Coast Digital 2013 Alternatively, visit for more information on how to apply