Pay Per Click (PPC) can transform your digital marketing strategy. Online, businesses face a lot of competition. To drive traffic to their website and boost their sales, they turn to PPC advertising. The success of pay per click is proven with 74% of brands saying PPC is a huge drive for their business.
What Is Pay Per Click Advertising?
Let’s start by defining what pay-per-click advertising is. Pay-per-click advertising enables you to advertise your business through web pages and search engines. You will be charged for your advertising once a click is made.
By having a pay-per-click campaign, which contains multiple ad groups and includes ads and keywords you can allocate a budget to and set the goals you want to achieve.
Once you have created your ads and set the maximum cost you want to pay for each click, your ad will go into an auction with other advertisers. This is so you can bid on the same keywords you are wanting. The auction determines the order in which the ads are shown.
Also, the more competitive the ad spot is, the more Google will look at the amount you have bid. However, your ad needs to meet the threshold set by Google. Otherwise, it will not be shown on the results page.
Ads can be easily paused or stopped. You can adjust the budget at any time, so you are always in control. You can also put a cap on your daily/weekly/monthly spending. So you’ll always know much money is going out from the online marketing tool.
The paid search aim is to generate a specific type of call to action. This could include visiting the website, registering for a newsletter, or buying a product.
Google Ads is one of the most popular PPC platform options available. However, Pay per click is also available on social media. This includes platforms such as Facebook, Instagram, and Linkedin. You also have the option of PPC display ads that appear on websites related to a brand’s products and services that are of interest to the target audience.
What are the benefits of Pay Per Click?
Reach your target audience- By using the most appropriate keywords you can be exposed to a high percentage of your target audience, and achieve more clicks. PPC ads are effective in bringing visitors to your website who are regularly searching for products and services like yours. You can decide exactly when and where your ad will appear.
For PPC ads on social media, you can take advantage of the information that social network platforms gather about individual users. This enables you to create highly segmented PPC ads to increase your chances of completing your goal.
Help you get to the top of the search page- For advertising such as Google ads, you will be placed at the top of the page, ahead of organic search results. By being at the top, people will be more likely to see you and you can grab their attention immediately. This is extremely beneficial if you are just starting in your industry and need results fast.
Not only will this get you noticed but search ads can increase brand awareness by 80%. By targeting specific keywords, it will help you build your brand image and establish yourself within your industry.
Increase your Return on Investment (ROI)- Your PPC campaign can help you achieve a good ROI. You can precisely target your potential customers based on their location, keywords, online behaviour, and interests with high purchase intent. Through pay-per-click advertising, you can create keyword-specific landing pages. Also, you can target multiple locations that are necessary for your business. Pay per click can increase your sales as PPC visitors are 50% more likely to purchase something than organic visitors.
You can track the success of your campaign- Pay per click campaigns are completely measurable. Online advertising can help you understand exactly what your customers are looking for. Not just drive website traffic. You can see exactly how much you are paying and how many visitors you’ve had to your website thanks to the ads. This helps you when it comes to testing different campaigns or landing pages that will be most effective for your business.
At Yellow Box Marketing, we have extensive pay-per-click advertising experience. Our team can help you generate new sales and leads. We do this through effective campaigns that will get you the best possible return on investment.
If you want an efficient way to get your business at the top of a search engine results page, contact us at [email protected] or call us at 01642 715340.
If you haven’t done so already, joining social media should be the top priority of your digital marketing strategy. Having a social media presence is a fast and effective way to reach your customers, gain valuable insights on your industry and consumer behaviours. It is also a great way to grow your brand awareness.
With over 3.78 billion daily active social media users in 2020, it shows how important having an online presence is when it is so easy to reach such a large audience.
Not only is social media used as a social network but it is also a great way to digitally advertise your brand and products.
Your audience is
Firstly, social media is arguably the easiest way to get your business in front of a large audience. Whether that’s building relationships with your existing customers or reaching out to potential customers.
Customers choose brands to buy from based on trust and recognition. By posting regularly online you can build and prove your credibility.
Social media management is also an effective customer service management tool. Simply be present on different channels based on your customers preference. By proving to your audience you provide responsive, rapid replies to queries, you build up a loyal customer base.
Social media has the ability to humanise your company. Through posting glimpses of behind the scenes on your feed it make audiences understand what your company represents. When you are regularly active, sharing content and commenting on popular social networking sites, you are personifying your brand.
For this reason, having a better connection with your audience will lead you to more loyal customers as studies show 72% of users are also likely to recommend a brand to others after having a positive experience with it on social media.
Your competitor is
Social media is part of competitor research. You can see what people in the same industry as you are doing, their pain points and how you can utilise that. So you can use this information to influence your content ideas and other areas of your marketing strategy.
Looking at your competitor enables you to see how competitors are engaging with their customers. So you can see what tone of voice they are using and what they are offering. Additionally, you can also see what their audiences are asking them. As a result of this, you can work out how to respond to their questions on your own page.
Furthermore, you don’t want your competitors to be on a social media platform that you’re not. This runs the risk of potential customers choosing them over you. However, a positive interaction on social networking platforms can lead to customers picking you over your competition.
Also, with your social media presence you have the ability to establish strong brand authority. This is done by showcasing your extensive knowledge about your product and industry in comparison to others in your field.
You’ll also benefit by easily seeing what’s new and trending in your industry. Online networking sites can give you valuable industry insights which can alter your social media strategy.
You can target your audience with specific content and drive them to your website to purchase your service or product
Social media sites such as Facebook, Instagram and Twitter can gather information on the audience your brand is targeting to help you tailor your content as 75% of people buy a product after they see it in their social media feeds. You have the ability to find out everything about your potential buyers from age, gender, location and interests.
These analytical tools allow you to monitor how well your posts are doing. By actively taking steps to improve your content through analysing your click through and engagement rates, you will positively impact the overall growth of your company.
In addition, you can regularly ask your customers for feedback about your services/products on social networking sites. As a result, you will be able to make sure you are delivering exactly what your customers want.
Social media ads are an extremely cost effective way to share content and promote your brand on Facebook and Twitter. In addition, they let you choose to only show ads to the most qualified demographics.
Compared to traditional marketing, online adverts are lower in cost and can be tailored around your budget and needs. As a result, they are beneficial as they let you share information directly to your target audience.
With targeted online campaigns you can design them to increase focus and improve your ROI. With the knowledge online analytical tools provide you with, your targeted campaign will expose you to your key audiences.
Social Media Marketing With Yellow Box Marketing
At Yellow Box Marketing we provide social media marketing so we can help you promote your business, interact with your customers and keep your business pages active.
Working with a social media strategy will lead to greater customer satisfaction and improve your brand loyalty. As well as, better SEO rankings and increasing your engagement rate.
Get in touch today with us today on [email protected] or call us at 01642 715340 to see how we can increase your website traffic and manage your social media through targeted adverts.
Now Black Friday isn’t just a one day shopping event, it’s the full weekend ending with Cyber Monday. Therefore it is the ideal event to drive more traffic and boost sales on your website.
Black Friday is the perfect time for people to start Christmas shopping and they want to find the best Black Friday deals possible. This means it’s important to be prepared with your marketing, especially as results from an analysis on Google Trends data shows that search interest in Black Friday sales is starting earlier each year.
During the Black Friday weekend, email marketing is a cost effective and quick way to expand your customer base whilst increasing your profit. A pre launch campaign and email list can transform your sales revenue.
Email marketing can also allow you to set up a cart abandonment email campaign to redirect your customers back to the products they were interested in buying. If sent within minutes, this can also stop your visitors going and buying from a competitor instead. You could even include discounts or rewards in your abandon cart emails to entice potential customers to make their purchase.
Make your subject line stand out. It is likely you’ll have your competitors targeting your mailing list too. So you need to be confident that you have a subject line and email content that is eye-catching. The subject line is the first thing people will see, so make it appealing!
Build up anticipation on Social Media
In the weeks and days leading up to Black Friday you should start your social media marketing campaigns to create anticipation and excitement about your brands deals.
As well as using your regular Instagram hashtags, use Black Friday hashtags like #blackfriday #cybermonday #blackfridaydeals #blackfridaysale. Then you are not only making your current followers aware you’re taking part in online Black Friday sales, but potential customers can discover you too. You can experiment with different Black Friday hashtags throughout the weekend. This allows you to see which ones get more likes and higher engagement.
You can use social media to give your followers sneak peeks of the products and discounts that will be involved in your Black Friday sales. You can get creative through gifs, videos or photos. This helps customers pre plan what they want to buy from you and helps those who have no idea what they are looking for. You can also attach direct links to your posts and stories to help streamline the buying process and the customer’s journey.
You can also offer social media channel specific deals such as ‘extra 10% off with this Instagram exclusive code’. This gives your followers extra incentives whilst still driving Black Friday traffic to your site and boosting your online shopping sales.
Increase your ad spend
Black Friday and Cyber Monday is a great time to increase your ad spend. If you plan to advertise on platforms such as Facebook, consider increasing your ad spend a few days before Black Friday. This gives your ad time to optimise for conversions and enables you to make any adjustments before the actual holiday shopping event. However, try and not make any important changes to your Facebook ads during Black Friday Cyber Monday. The Facebook algorithm will start over it’s learning phase about your ad which can take a while.
Inevitably, bidding on social media ads to aim at your target audience will become more expensive during this period. This is because there will be an increased number of advertisers trying to reach potential shoppers with Black Friday ads on Facebook and Instagram. That is why it’s important to bid before Black Friday and Cyber Monday when ads will be less expensive but will still get you in front of your intended audience. It is also a great time to invest in lookalike audiences so you can reach new customers that are very similar to your existing ones.
Optimise your website
Black Friday is most likely the time you’ll have the most traffic to your site. So you want to make sure it’s optimised to handle the amount of visitors and convert them to customers as last year 7 out 10 online sessions were on mobile.
Customers want to see exactly what they are buying so you need high quality images with a fast load time to really grab your potential customers’ attention. This is vital when it comes to viewing on mobile. Your site needs to be mobile friendly with a quick page speed, so your visitors can navigate your website easily.
One click buying is perfect for enabling your customers to check out quickly and for you to guarantee a sale on Black Friday. By having a secure mobile wallet with customer information instantly available such as Paypal, Google Pay or Apple Pay, you can allow for a checkout within seconds. Alternatively, guest checkouts are a great option. They allow for a quick checkout that won’t require a lot of effort, but you’ll still get the necessary customer information.
Your customers will be scanning your website and product descriptions to try and get as many of the best Black Friday deals as possible. This means you’ll want to update your product descriptions beforehand to make them detailed but straight to the point.
Create a gift guide
Black Friday can be the opportunity for people to buy from you for the first time, so it’s important to speak in a broader term about your brand and products/services. By creating a gift guide you will not only highlight your deals and products but it can give a sense of direction to new visitors to your site.
A gift guide is easy to navigate as it highlights a list of curated products for different occasions and products. You can choose to target a specific audience based on price, interest, gender and age etc. For example you can create category pages or landing pages to show visually different segments such as ‘for her’, ‘for him’, or ‘christmas gifts’. A gift guide can also be used to promote your Black Friday 2021 event through posting it on your social media platforms and including it in your email campaigns for a wider reach.
Black Friday sales are an ideal opportunity for you to build your traffic in the long term and increase your overall revenue. So, to get the most out of Black Friday and Cyber Monday 2021, simplify your checkout, start your marketing early and clearly advertise what you have on offer. Make sure to consider your customers at every step of the process and provide them with a memorable shopping experience.