I am going to break off from the education for this blog post and tell a funny story...or at least one that I think is funny. It's about the first time I wrote ad copy for a sponsored ad campaign.
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Although pay-per-click advertising has been around for quite a while now, it's still very common for new clients of ours to ask us to explain how PPC works. This will be a very beginners-level post, but I hope it will help any businesses or nonprofits that have been considering using PPC to get started. For this post we are going to focus on Google Adwords because it is the most common PPC platform.
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We can't deny that Google is a part of our everyday lives. It is absolutely amazing that really not that long ago there was no Google. In 2006 the verb "Google" was even added to the dictionary. If you think about it...that's kind of crazy!
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One of the best things about AdWords is that it lets the little guys compete directly with the big guys. Obviously there are limitations, but putting a valiant effort towards a small campaign can yield a huge return-on-investment. Here are some tips for getting a campaign up and running for Small Business Saturday...and you can even have it up and running today. The next few days there will be fierce competition in the online retail space, so your Small Business Saturday campaign is going to be small and incredibly targeted.
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So, you've decided to invest in a marketing tactic that you can actually measure, adjust and see real results from? You're psyched out of your mind about the idea of highly targeted prospects finding your website. You can't wait for the quote requests, orders or donations to start coming in.
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I find myself explaining the importance of quality score on a fairly regular basis. When explaining it to someone with little undertsanding of AdWords, they can have a hard time grasping it. But, if you are using AdWords, it is one of the most important factors for you to pay attention to. So do you know what it is? No? Well let me explain.
Read moreWhen we consult with small businesses and nonprofits, the mere mention of Pay-Per-Click Advertising (PPC) as an option is almost always met with a handful of wrong assumptions about PPC and why they shouldn't/couldn't/wouldn't think about, including:
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Want to know more about the traffic that is coming to your website? With Universal Analytics you can learn more about the age, gender, and interests about your website traffic. This can come in handy for future marketing purposes. There should only be a few things that need done to get your tracking switched over. Want to know more about some of the features, here is a good article from PRDaily.com.
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If you are executing digital marketing, congratulations! You are most likely already one step ahead of your competition, and making strides to meaningfully connect with prospects online. But, how do you know if you’re seeing continual success year over year, and improving your metrics?
Without the tools in place to analyze and benchmark your efforts, it is impossible to scale your online marketing and ensure continuous success.
