Tag Archive for: retargeting

Maximizing ROI with PPC Advertising

In today’s competitive digital landscape, businesses must utilize various digital marketing channels to reach their target audience and drive conversions.

Pay-per-click (PPC) advertising is a popular marketing tactic that can deliver measurable traffic, leads, and revenue results. To get the most out of PPC advertising, businesses must maximize their return on investment (ROI). This blog will explore strategies to help businesses maximize their ROI with PPC advertising. Here’s what you need to know.

Understanding the Basics of PPC Advertising

PPC advertising is a form of online advertising where advertisers pay each time their ad is clicked. The ad is displayed on various platforms, including search engines, social media, and other websites. The cost per click (CPC) varies depending on the platform and the competition for the targeted keywords. Advertisers bid for the keywords they want to target, and the highest bidder displays their ad.

Set Clear Goals and Track Your Progress

To maximize ROI with PPC advertising, it’s crucial to establish clear goals that align with your overall business objectives. These goals should be specific, measurable, and achievable within a defined timeframe. Once you’ve defined your goals, you must track your progress using reliable tools like Google Analytics, AdWords, or other PPC management platforms. By analyzing your performance data, you can gain insights into your campaigns’ performance and whether they’re delivering the desired results. This data can help you identify areas for improvement and make data-driven decisions about optimizing your strategy for maximum ROI.

Optimize Your Keyword Strategy

Keyword targeting is a critical factor in the success of PPC advertising campaigns. By targeting the right keywords, you can increase the likelihood of your ads appearing in front of the right audience. Conducting thorough keyword research to identify the most relevant keywords with high search volume and low competition is essential to maximize ROI.

You should pay attention to the following metrics:

  • Click-through rate (CTR).
  • Cost-per-click (CPC).
  • Conversion Rate.

It’s important to regularly analyze your keyword performance to ensure that your PPC campaign drives the desired results. It’s also worth noting that keyword targeting is not a one-time process. You should regularly review and refine your keyword strategy to keep up with changing trends and user behavior. By monitoring your routine, you can identify which keywords generate the most traffic and conversions and adjust your bidding strategy to improve your ad position and CPC.

Focus on Ad Relevance and Quality Score

Ad relevance and quality score are critical factors in maximizing ROI with PPC advertising. Ad relevance refers to how closely your ad copy aligns with your targeted keywords and landing pages. Quality score is a metric used by Google to determine the relevance and quality of your ads. The higher your quality score, the lower your CPC, and the better your ad position. To improve your ad relevance and quality score, you must create targeted ad copy and landing pages that align with your keywords and ad groups.

Leverage Retargeting and Remarketing

Retargeting and remarketing are powerful strategies that help businesses maximize ROI with PPC advertising. Retargeting targets users who have visited your website but did not convert, while remarketing targets users who have interacted with your brand. This includes those who have abandoned a shopping cart or subscribed to your email list.

Retargeting ads are the most used among marketers, with 77% of B2B and B2C marketers saying they use retargeting as part of their Facebook and Instagram advertising strategies. By targeting users who have already shown an interest in your brand, you can increase your conversion rates and ROI. To take your PPC advertising campaigns to the next level, testing and optimizing them continuously is essential.

Test and Optimize Your Campaigns

To maximize ROI with PPC advertising, continuously test and optimize your campaigns. A/B tests your ad copy, landing pages, and bidding strategy to identify what works. Regularly review your performance data and adjust campaigns to improve ROI. One helpful tip is to use advanced analytics tools offered by platforms like Google Ads and Facebook Ads to monitor campaign performance and identify areas for improvement. Making necessary adjustments based on your tracking data can help improve campaign effectiveness.

Final Thoughts

PPC advertising can be a powerful business tool to drive traffic, leads, and revenue. By understanding these strategies and maximizing your ROI, you can create effective campaigns that deliver measurable results.

Considering all the benefits PPC offers, there’s little risk in testing it out to see where it can move the needle and gain a wealth of valuable data to inform your other marketing and optimization efforts.

If you have not already incorporated PPC advertising into your marketing strategy, it is time to learn more and get in the game. At Onimod Global, we can help you optimize your PPC advertising experience and generate those leads you have been waiting for. Contact us today to learn more about our PPC advertising services.

Why Email Is Key To Maximizing Owned Media (And Assets) In Digital Marketing

Every company has digital marketing challenges that are unique to their industry, their selling model (direct to consumer/wholesale/hybrid), their technology stack and their organizational structure. But acquiring first-party data to create a true model of customer journey is a struggle that persists across the board.

This post will focus on a topic that I believe is at the heart of a successful addressable marketing strategy: growing email and SMS lists.

More touches generally mean more responses, which is ultimately what we’re after. To be effective, you need to maximize data collection on your owned media.

An email address is the foundational digital currency that allows you to market to individuals, not just in email, but on social networks and through addressable display. It is, therefore, the most important permission to get.

As such, the number one rule is to ask for an email address at every direct customer touch point across all your owned media — point of sale, customer service, website and so on.

A Typical Scenario

If you look at most companies, you will find:

Fewer than 5% of site visitors transact.

A passive “signup for email” link exists somewhere on the home page. Some are more prominent than others, but they are often buried, especially if the company is not a retailer or publisher. In the best cases, there is a Lightbox that asks a user to sign up for email, but it usually doesn’t include any real value statement.

Customer service doesn’t ask for an email address or verify the one on file if they already have it, unless completing a transaction (think travel).

Point-of-sale systems will be somewhat dependent upon industry, but many companies don’t ask for any information at the point of sale.

Many use remarketing lists for search ads (RLSA) and retargeting cookies, which are great. But they’re still missing a huge opportunity to collect an email address, tie it to their web analytics package for analysis and later use it for segmentation.

The Resulting Potential Drawbacks

These methods can create a number of problems:

You are not capturing as many email addresses as you could be by making some minor changes. This not only impacts your email program directly, but it also stifles your ability to create true addressability in other channels.

You’re not rounding out your data set with other information, such as SMS, which means that you are limiting your ability to create a multi-channel journey for your prospects and customers. If you only have an email address or a cookie, then it is difficult to create an experience across multiple channels.

You are not optimizing your search bidding if you’re not factoring in that extra value created when people provide their email address.

What To Do

Here’s what you should be doing:

Actively ask for a mobile number (for SMS) and an email address when visitors come to your site, and clearly state the benefits of providing them. Don’t wait for them to find your link or text box somewhere on the page. (Tip: Make it easy for them to get out of the Lightbox on desktop and mobile. Test this yourself.)

As with many tactics, there are ways to do this well. Immediately hitting someone upon entrance with a value-less signup message and no easy way to get out of the Lightbox will likely drive up your bounce rate.

But if you can improve the Lightbox timing (test delays) and the relevancy of the signup value statement based on information gathered when the person enters the site (e.g., search term), you should see good results and little to no impact on your bounce rate.

Ask again differently if they dismiss the first Lightbox. Let people browse before asking again, but leverage technologies that incorporate browsing behavior into the message.

So if a visitor is looking at product A, product A can be featured in the Lightbox with a customized message that asks for email to learn more about that product. This tactic can easily help you double your email signup rates.

Create a simple web application for your customer service agents to enter emails if your current system doesn’t make it easy. When customers and prospects call in, there is a capability to capture an email address and what they called about.

Almost every email service provider (ESP) can be integrated into something like this. It may not be perfect compared with a full platform, but at least you are capturing email addresses.

Constantly ensure your customer data is current. Leverage the post-login experience to get updated email addresses and SMS information. When people log in to your site, check to see if you have an email address for that person, if it’s valid and if people are responding.

When a person logs in, ask for an updated email address or SMS number if he or she isn’t responding to email, you don’t have one on file, the one you have has been deemed invalid or the person has unsubscribed.

Your ESP has this data. The question is whether or not you can leverage it fast enough. But the rewards are that you have more complete information on your best customers — the ones who are using your site.

Final Thoughts

When people come to your site, a retargeting cookie is vital but it’s critical to create addressability and, if possible, connect your known and anonymous data for greater segmentation and personalization.

It’s important to ask for an email address, at the very least, if not SMS permission. Once you have these, you have the ability to connect with key people and segments across multiple media.

This gives you the ability to leverage most marketing clouds to the fullest. But incorporate the information visitors give you in a smooth way, not in a creepy, in-your-face way. Stay classy!


H/T: Marketing Land.