Setting the bids for your PPC ads

Pay per click or PPC can be used very effectively to kick off a new online marketing campaign or to target an existing one. It takes a little time to decide upon suitable keywords and then to construct the adverts and set the bids. Each stage needs careful consideration so that you will get the best possible value for money and that each click has the potential to become a sale. Knowing your target audience is also a crucial factor because if you can understand this, you will be well on your way to success. So, how do you work out how to set the bids? Take a look at this

“Customer Lifetime Value” is a critical metric that enables you to optimize the long-term profitability of your pay-per-click advertising. CLV answers the simple yet powerful question, “How much is a new customer worth over the long-term?”

It’s an important concept that almost every large retailer uses. Smaller retailers should use it too. It enables you to calculate your maximum PPC bids analytically, rather than arbitrarily. That alone gives you a big advantage over competitors who don’t make similar calculations.

Take Wag.com for example, a subsidiary of Amazon. It sells pet food and related products, which consumers tend buy repeatedly throughout the year.

Wag.com invests time in understanding the lifetime and long-term value of its customers, which enables it to know exactly how much revenue and profit to expect from each customer, on average.

Wag.com knows the lifetime value of a customer.

Wag.com knows the lifetime value of a customer.

 

It can also differentiate between the value of customers based on what they buy, which helps Wag.com determine optimal PPC bids. Dog food buyers may be worth more than cat food buyers, for example, and would thus justify higher bids.

Armed with this CLV data, Wag.com can approach its PPC bidding strategies much more strategically than other retailers. It knows the precise value over the long-term of the customers it acquires through PPC, which allows it to calculate exactly how much to bid to maximize PPC profits over the long-term, not just the short-term.

Here is a three-step approach that shows how Wag.com, or any other company, can calculate CLV and maximum bid per click by product category.

Step 1: Calculate Average Revenue per Customer for a Product Category

For instance, imagine Wag.com knows that of 200 new customers acquired through PPC who first purchased dog food, it subsequently received 800 orders over 12 months, generating revenue of $48,000. It can calculate $240 — $48,000 divided by 200 — in revenue from each new dog food customer over the course of a year, on average.  Click here to continue

Further information

PPC: FAQ

Best practices for Google enhanced PPC campaigns

How to produce more effective content marketing with the help of PPC

The importance of engaging customers online

Social media is now part and parcel of daily life for the majority of businesses these days and it is so important that those businesses can engage with their customers/followers. One way dialogue never works and there is no faster way of losing interest that a steady stream of blah blah blah. So, what is the answer? Engaging with followers, make sure dialogue is 2 way and that it is a conversation. Answer questions or queries, give people something to talk about but stay away from anything too controversial.

Consumers talk about companies on social networks: every day conversations about brands are shared on sites like Twitter and Facebook. Large companies are hiring people to observe those conversations and to talk back when it’s necessary to do so. 

Many small businesses are looking at this trend and are wondering how they should deal with it. The online conversations still look scary for some smaller companies, as they might well do for larger companies as well. Here are some guidelines for small businesses in this new marketing field which should help you to get started.

Listen

If a customer starts a conversation with you, focus your attention clearly on what that person has to say. A consumer can approach you through a number of different channels – e-mail, face-to-face, in a community and so on. Whichever channel they use, if they have taken the trouble to contact you, it means that it is important to them. You must therefore listen to the individual patiently and attentively, even if they are saying negative things about your company. Most companies are afraid that online conversations are mainly negative. This is not the case; the majority are positive. In fact, in a small organisation, it’s beneficial to share the positive comments of clients with employees.

Ask questions

 

In order to understand the commenter properly, it may be necessary to ask a number of questions. Perhaps your first instinct is to counter-attack, by showing them the weaknesses in their arguments. This is a bad move, which only leads to frustration, and does nothing to solve the problem. By asking questions, the customer will feel that you are showing genuine interest.

You also help them to provide a more appropriate framework for their own arguments. Always make yourself ask open questions in every conversation with a customer. Good questions are: “What do you mean exactly?”; “Can you give me an example of that?” If a customer was being negative, these questions often make their second question more neutral. Or, even better, something that sounded negative to you might be less negative after some more explanation by the customer. Always take into account that clients have limited characters to use in their questions, which often make them sound more severe than they actually are. Click here to continue

Further reading

 How to engage with your customers in the digital age

5 ways to measure online customer engagement

The Ultimate Guide to Google AdWords Keyword Match Types?

As anyone who uses Adwords (also known as ‘Pay Per Click advertising, cause that is what you do) knows that getting it right can be difficult and that getting it wrong can end up with you giving Mr Google a lot of money…

With this in mind, when I find some really useful information on the web about how to ensure you get it right (or at least as right as you can) I am really pleased. So, when I came across this article I just had to share it with you.

I really hope it is useful, but if you feel you still need some help, just remember, we are here to help…

On search engines, it’s all about the keyword. What’s in a keyword?

Keywords connect a searcher’s search terms to relevant ads created in AdWords. We want to make our ads as relevant to the searcher as possible, so this involves understanding not only the keyword itself, but also the intention behind the keyword.

For example, if someone is searching for “blueberry muffins” we have to be prepared to understand if they are looking for a recipe or a local bakery that sells blueberry muffins.

Keywords and match types has become more complicated over the years, yet its mastery is also critical to PPC advertising success.

For each keyword we can assign a match type, which basically determines how broad or narrow a user’s search query will match to the keyword in our AdWords account.

Ranging from broad to narrow, there are several different match types: broad match, broad match modifier, phrase match, exact match, and negative match.

The broader the keyword, the greater the reach, but unfortunately the relevancy can also slip since ads can be served on less relevant keywords. Here’s how each match type can work for or against you.

click the link to see the full article on PPC keyword types.

SEO for success

Most business wish to have their websites listed in the organic listings and in order to get there, a number of approaches need to be taken. Search engine optimization or SEO is one of the more important aspects and being able to understand how to work it is vital before you begin. Being able to make your website work at rising up the rankings is the goal and using tried and tested SEO methods will help you do this. Avoiding pitfalls as well as techniques that are either not permitted or that are a grey area is also essential.

Two years ago, we released ”The Periodic Table Of SEO Ranking Factors.” Now we’re back with an update. We’ve introduced some new elements, adjusted a few rankings and given the table a more encompassing name, The Periodic Table Of SEO Success Factors.

Periodic Table Of SEO Success Factors

Clicking on the image above will take you to the permanent home of the table, where you can see a larger copy. You can also view a “condensed” version without the descriptions on either side of table. Both versions are available if you wish to embed on your web site or in PDF form, should you want to print them.

Philosophy Behind The Table

Our goal with the updated table is the same as before, to break search engine optimization down into broad fundamentals needed to achieve success. These fundamentals involve both “on-the-page” and “off-the-page” factors, which are:

  • Content – the quality of your material
  • HTML – elements used to technically create your web pages
  • Architecture – elements involved with your overall site
  • Links – how links to your content may impact rankings
  • Trust – the degree your site seems to be a trustworthy authority
  • Social – how social recommendations impact your rankings
  • Personal – various ways personalized search results impact your SEO

Within these broad categories are specific factors, ranging from content within your HTML title tags to whether your content is socially favored by visitors. Here’s a close-up of the individual factors (it also links to the table’s main page, where it can be downloaded):

Periodic Table of SEO Success

You may have heard that Google has over 200 “signals” or ranking factors, which in turn expand into over 10,000 sub-signals. You may have heard that Google doesn’t count Facebook Likes. Or maybe it does, some believe. Whatever you’ve heard, whatever your SEO skill level, there’s a good chance you’ve found yourself at some point overwhelmed trying to keep track of it all.

The table’s goal isn’t to list those 200 factors and be precise about how each and every one works. No one actually knows the exact answers to do that. Even if they did, the “recipe” or “algorithm” used to mix all these factors together and decide what pages to rank best changes all the time.

Instead, the table is designed to help publishers focus on the most important areas that have the broadest impact on rankings and search engine visibility. If you’re new to SEO, it’s a framework on where to begin. If you’re experienced in SEO, it’s a reminder of what’s most important, if you feel yourself getting lost in the details. Click here to continue

 

Further information

Businesses miss opportunities if they neglect landing pages

SEO strategies: how ‘rich snippets’ can improve your web traffic

Marketing your website is vital

You can have an all singing, all dancing website but if nobody knows about it, it will not do your business any good at all. Marketing your website is vital and this should never be neglected in your online strategy, but how do you go about marketing a website? There are many ways of doing this and several aspects should be included in your strategy so that you attack from many fronts.

How can you get more visitors to your website? What can you do to stimulate traffic? Here’s a checklist of 37 items you need to consider. Many of these may be doing already; others you meant to do and forgot about; still others you’ve never heard of. Of course, a great deal has been written about this. You’ll find many articles about website promotion on our site.

This article is designed to introduce you to website promotion — getting consumers to come to your website. It gives you the basic information, which you can then explore through links to other resources, many of them free.

While I’m not breaking any new ground here, I’ve tried to summarize some of the most important techniques.

Search Engine Strategies

Perhaps the most important — and inexpensive — strategy is to rank high for your preferred keywords on the main search engines in “organic” or “natural” searches (as opposed to paid ads). Search engines send robot “spiders” to index the content of your webpage, so let’s begin with steps to prepare your webpages for optimal indexing. The idea here is not to trick the search engines, but to leave them abundant clues as to what your webpage is about. This approach is called “search engine optimization,” abbreviated as SEO.

1. Write a Keyword-Rich Page Title. Write a descriptive title for each page — rich in keywords you want people to find you with — using 5 to 8 words. Remove as many “filler” words from the title (such as “the,” “and,” etc.) as possible, while still making it readable. This page title will appear hyperlinked on the search engines when your page is found. Entice searchers to click on the title by making it a bit provocative. Place this at the top of the webpage between the <HEAD></HEAD> tags, in this format: <TITLE>Web Marketing Checklist — 37 Ways to Promote Your Website</TITLE>. (It also shows on the blue bar at the top of your web browser.)

Plan to use some descriptive keywords along with your business name on your home page. If you specialize in silver bullets and that’s what people will be searching for, don’t just use your company name “Acme Ammunition, Inc.,” use “Silver and Platinum Bullets — Acme Ammunition, Inc.” The words people are most likely to search on should appear first in the title (called “keyword prominence”). Remember, this title is your identity on the search engines. The more people see that interests them in the blue hyperlinked words on the search engine, the more likely they are to click on the link.

2. Write a Description META Tag. Some search engines include this description below your hyperlinked title in the search results. The description should be a sentence or two describing the content of the webpage, using the main keywords and key phrases on this page. Click here to continue

 

Further reading

10 easy ways to promote your site through link building

How to market your website

 

How to blog for business

No doubt you will be aware of the fact that blogging can be very useful in promoting your business and improving your online presence. However, it is important that you write a good blog so that it is not only interesting to your readers but also for the search engines. There are many techniques used in writing blogs and you will no doubt, have your own unique style. Blogging is not only informative but fun as well so make sure you enjoy what you are writing and hopefully, your readers will enjoy them too.

Here are 21 tips on how to write a blog for your business blog in a step by step way. Below the how to write a blog for business graphic is a few tips on each step to help you get more clicks, more traffic and build your brand community.

how to write a blog for business

21 Tips On How To Write a Blog For Your Business

My father always used to lecture me of getting the foundations right, getting the research or work done so you know what your doing. As a teenager whilst that was good advice I often ignored it and learnt the hard way (luckily no serious damage was done only some minor accidents e.g. a tree house that fell down with friends and me in it), that this approach did make sense despite my impulse to just jump in and do it.

If you want to learn how to write a blog then you need to understand your customers and write content that they are going to find useful and engaging. Do your homework and you will get more traffic, more click and more leads. But it does take time to get it right and for it to be on target with your customers. You need to prepared to make mistakes and learn from them. Here are 21 tips to help you write a blog for your business blog and get better results.

1Targeting Your Customers
how to target customers when business blogging
When you are learning how to write a blog you can easily spread yourself too thin and you will not get the results you are looking for – staying focused is critical.

  • Key action – write down who you key target customer is just one e.g. if BtoB: size of business, number of people, turnover, their sectors, greaography…

  • narrow down your marketing to niche market/market segments – think long tail here

  • Use marketing personas to build out who you are targeting and give them a personality.

  • Use any data you have to support your marketing persona e.g. age, demographic data.

  • Check with others in the business e.g. sales, customer service – that the persona(s) are right. Click here to continue reading

Further information

How to use topic buckets for a business blog

Is your business guilty of these blogging mistakes?

How to write articles

These days, attracting attention for your website and getting your message out there is crucial and there are many ways of doing this. Blogging and article writing are 2 very useful ways of achieving this. However, if you do not have a reasonable grasp of how written language works, you could find yourself in a bit of a mire. When I am reading something, I want to see something that is well written with good grammar and correct punctuation. The piece should have structure to it so that it flows. It does not matter how long or short it is, providing it reads well it will keep your audience interested.

Do you know how to prepare an exquisite turkey dinner on a shoestring? Execute a perfect rugby tackle? Pay rock-bottom rates for accommodations in exotic destinations all over the world?

If you’ve ever jotted down a recipe or shared do-it-yourself  instructions with a friend, you already understand the basic structure of how-to writing. How-tos inform the reader and can often be submitted to an editor with a simple cover letter.

A how-to is written as a sequence—first you do this, and then you do this. The essential question the writer asks herself when writing a how-to is, “What happens next?” If you are about to embark on a how-to, start at what you consider the beginning, and just keep answering that question over and over again. Before you know it, you will have sketched out a draft of a how-to article.

STEP 1: SELECT YOUR TOPIC.
Choose a topic that interests you enough to focus on it for at least a week or two. If your topic is broad, narrow it. Instead of writing about how to decorate your home, try covering how to decorate your home in country style on a shoestring budget. That’s more specific and, as such, easier to tackle.

Then write a rough, rough draft, including everything you can think of. Stay loose, avoid getting analytical, and enjoy the process of sharing what you know. When you’re done, you’ll have the bare bones of an article that only you could write. Then put it aside for a while.

STEP 2: ADDRESS YOUR AUDIENCE’S NEEDS.
Now, come back to your piece. Switch gears and imagine you’re the reader of this article. Pick three words to describe the audience you want to address (e.g., professionals, single men). As this reader, what questions would you like answered? You might not know the answers yet, but list the questions anyway; you’ll find answers in the next step. Click here to continue

Further information

How to write an article

How to write SEO articles