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How To Calculate The Right PPC Budget For Your Business

Business Advice No Comment

image source: Inramstechnology.com

Pay Per Click or PPC budget is a tricky one for a business as it requires planning and calculations just like any other advertising strategies yet it is something that may be considered to pull up the sales to a desirable platform where other means may be failing.

First, planning is required to determine the aim you wish to achieve with this budget. The main aim is acquiring a desired or estimated number of customers while paying not beyond a specific limit within a set time period. Therefore, the objective is something that is specific, can be measured and achieved, relevant and also time bound.


To determine the budget, certain formulae can be used to determine possible conversions of prospective customers and accordingly a budget can be set. But it’s not that easy. You will also be required to determine competitor’s activities with regard to paid advertising strategies, researching on appropriate keywords and also cost per customer.

How to determine lead generation?

Let’s first consider the formulae available to decide upon lead generation.

  • (Revenue / Sales Period) / Average Sale = Number of Customers
  • Number of customers / Conversion Rate = Number of leads
  • Number of leads / Conversion Rate on Traffic = Amount of Traffic

If we fill the equations with some real numbers, we will arrive at a possible lead generation value through which we can determine if the PPC budget is worth considering or not. If it’s worth it then, we go to the next step that is to analyze competitor activities.

Analyzing competitor activities

Analyzing the Google AdWords of competitors is the next step which can be achieved using software like SpyFu and Moz Pro. These can give you lot of details about expenditure, keywords that are targeted and advertisements. Accordingly, a rough estimate can be drawn to guess the budget of competitors. However, that’s not enough as it’s the keywords that determine the volume of traffic and also the cost effectiveness.


Understanding Keywords Research

In order to determine which keywords will fetch more bulk of traffic with less expenditure, a sound keyword research is required. Google AdWords is a free tool which will help to determine the most used keywords. Using the following formula we can determine a rough estimate of annual traffic:-

Monthly keyword searches X Click-Through Rate = Estimated Monthly Traffic X 12 =Estimated Annual Traffic

Based on results, you can determine the budget either by increasing keywords to achieve the business objective or whether the leads which pour in through other advertising means like social media, SEO and email should be increased.

Determining a PPC budget is challenging in the sense that lot of assumptions and pre-conditions have to be decided based on various factors like previous experience and research of variables and doing the calculations to reach a plausible amount of expenditure. The main aim is to fill up possible gaps present in rest of the advertising strategies while remaining within expenditure limit.


Reasons Your PPC Programs Can Fail

Business Advice No Comment

Image Source: Kaigi.Biz

PPC (Pay-Per-Click) campaign is used by various companies. According to marketers, PPC is associated with an incredible value in order to create the business awareness among the mass. Some companies find it a very successful means to grow their business, but some of them can’t succeed with this.

Using PPC, many companies grow their business from small customers to a large number of customers. But, because of some silly mistakes, some companies end up the story by wasting a huge amount of money. Actually, the problem of failure can be the result of some most common mistakes. The companies that properly monitor, test, and execute the campaign, hardly face any depressive situation with PPC.

So, in this article, we will talk about some most common reasons behind the PPC failure. Let’s catch them one by one.

Impatience

The fact is that most of the companies don’t spend much amount of money to test the combinations of the keyword, to get sufficient leads for improving quality score, to get the correct strategies of keywords and so on.

But, to taste the joy of success, the first investment should be larger than the monthly PPC expenditure in order to test, improve, measure and build expectations on the quality of leads, CPL (Cost per Lead), and the value of the conversion. PPC is not about a single project, but it’s a continuous process that requires a significant amount of time for improvement and should be managed by an efficient marketing team.

No idea about customer interests

Most of the customers don’t want to purchase from the PPC click campaigns. At first, they want to perform a thorough research before taking their decision. The companies generally provide a number of options to convert the search visitors into the engaging customers. Some of these options are subscription, demonstration sign up, white paper download and so on.

If the visitors are not signing up, it doesn’t necessarily mean the company will not get the traffic to its program. But, the companies have to keep their eyes on all the conversion options and the visitor activities that may convert into conversion. Some of the customers can start showing their interest through white paper downloading or e-mail subscription, so you should always alert with your customers’ options of interest. This way, these interests can be included in the PPC campaigns.

Incorrect campaign tracking

Many companies have only one landing page that serves for both of the organic purpose as well as paid traffic purpose and most of the time, they are not associated with any campaign tracker to differentiate these two purposes in the analytics. PPC can be a superb strategy in this regard. But, a professional analytics team is required in order to distinguish between those two purposes as well as measure the PPC campaign success.

The design of the landing page should be eye-catching so that the customers can feel the enthusiasm engaging with the site as well as the content of the landing page should be interesting and simple enough to attract the mass. The goal related to PPC should be clear enough in order to achieve the success. With the crystal clear strategy, you don’t have to end up the story by only wasting the money that is you can get your desired success.

Strategies to Boost Your Digital Marketing Campaign

Business Advice No Comment

Image: tech.co

When it comes to selling your products and getting the maximum profit from your business, it is important that you make the most of your digital marketing campaign. Even though direct emails still remain as one of the most effective and reliable modes of reaching potential buyers, digital marketing can help you in achieving this goal at a cheaper cost, considering the high cost of link generation in certain sectors. There are many things that you can do to improve and boost your digital marketing campaign so that you get the maximum reach and profit from your business.

We have made a list of some of the most reliable and effective methods to achieve this goal and help you improve your business.

  • Social media strategy

Even though social media accounts like Facebook, Twitter and others might be more popular among the younger generation, up to 35 percent of the seniors above the age of 65 have accounts on Twitter, Facebook, and the likes. The amount of reach and target audience that you can reach with the help of social media is virtually infinite. Therefore, it is important to take the maximum advantage of social media to improve your business.

  • Start a content marketing campaign

The fact still remains that most people prefer to use articles and other sources of information when compared to advertisements and other promotional materials to get information about a new product or service. Therefore, it is a good idea to start a content marketing campaign. The aim of the campaign should be to educate the user. Therefore, fill your blogs with articles and other contents that are related to your target market. You can also optimize your content in such a way that it is easily visible to the search engine and gets you more traffic.

  • Create a geotagged PPC advertising campaign

The most effective way of reaching out to your potential customers is to display your ads next to their search results. By geotagging your PPC (pay-per-click) campaign, it becomes easier for you to meet the local prospects.

  • Optimize your SEO

I cannot stress the importance of optimizing SEO enough. But even then, people tend to leave out the fact that optimizing your website is one of the most effective methods of improving your traffic. By optimizing your SEO, your search engine ranking can be increased and you become more prominent in the search list. Your blog is no good to anyone if they cannot find it.

  • Providing downloadable content

In this digital era, the take-home information and resources are substituted by downloadable content. These can be in the form of case studies, eBooks, and FAQ which help the audience to get to know the product without cluttering their rooms. You can also create presentations as they can help save time. It is also a more eco-friendly means of sharing your information, which means you are doing your bit for saving the planet.

Keep these things in mind to strengthen your digital marketing campaign and boost your ROI.

Do Search Ads Really Work?

Business Advice No Comment

An integral part of any company’s success and profit is based on its advertisements and how these advertisements attract more customers and traffic towards your business. Advertisements are a common thing today. You can see advertisements no matter where you look, from billboards and walls to our televisions and mobiles. Even the internet has become a big gathering spot for all kinds of advertisements and marketing campaigns.

Image: Opentopic

Like we know, there are many different types of advertisements that you can choose to tell the world about your products or services. One of the types of advertising in internet marketing that has grown considerably in the past few years. Search advertising is the process of showcasing online advertisements on the web page along with the results. It is highly recommended to focus on your advertisements along with other published content to reach a larger audience.

But unlike the yesteryears, when it was not possible to keep track of your advertisements and if or not it got more sales and traffic, it is possible to make sure that you get the maximum from your advertisements. With the help of companies like Facebook and Google, which enable you to track the online activities and spending of a user, it is possible to make sure that your ads reach the right person who is most likely to buy the product.

Image from: MDG Advertising

There are various studies being conducted on the topic of whether or not search ads are effective in boosting sales. But in theory, you have a higher chance of getting sales and profit from displaying ads to people who are looking for the item rather than to create static banner ads. But in certain cases, it has been found that investing in search ads might not have that much of a visible effect. For example, eBay noted no considerable change in their traffic or sales when they took down their search ads from a search engine giant.

But there are a lot of success stories related to search engine ads. A research on the Yelp ads has shown that the use of search ads can make a considerable difference in the number of sales and traffic to your website. Even though the two results might seem contradicting, the change in the results can be easily explained by the fact that eBay is a well-known and renowned brand. To advertise something that people already know yields lesser result. But whereas in the case of local businesses in Yelp, they were lesser known and got more publicity.

This isn’t to say that bigger and more renowned companies shouldn’t use search advertisement. Search advertisement is still one of the best ways of getting sales and publicizing promotions. It can also be used to alert the customers something that they are not aware of.

Using ads and your marketing campaign is one of the easiest ways of getting more sales and maximizing your profit. With the correct information and tools at your disposal, it is possible to make the most out of your website.

3 Reasons You Need to Try Pinterest Ads

Business Advice No Comment

Pinterest is a social network, through which users can visually share their interests by posting images and videos or develop new interests by seeing what other people have posted. Its goal is to connect people through things they are mutually interested in.

Lately, Pinterest has released a new feature which allows people to advertise and promote their business on this website. Advertisement on Pinterest is given using Promoted Pins. These are paid Pins which appear at places which are more likely to get noticed. The Promoted Pins that one sees are based on how one uses Pinterest, his interests and things he looks upon this site. These may also appear after one visits advertiser’s site. Promoted Pins can also be removed, and the app uses this feedback by the users to make sure that in the future, they get to see the Pins they are interested in.

Since Pinterest ads became available only recently, many people have doubts regarding this marketing strategy. This article will tell you why you should advertise your business on Pinterest.

  • A great way to reach genuine buyers

Advertisements on other social media platforms appear when we least want to see them. For example, on Facebook, if I’m browsing through my News Feed, I would like to see pictures and status updates posted by my friends, rather than an ad about a product which I looked up for a while ago.

Pinterest shows Promoted Pins only to users who may be interested in it. The managers of the website have it clear in their minds that these ads are not supposed to annoy users like it happens on other social networking sites. With millions of people using it every day, ads are likely to be get noticed by a large, receptive audience. This converts browsers into genuine buyers as these browsers get to see the ad only because they actually have an interest in it. Therefore, using Pinterest ads by promoting your pins is a great idea to boost your business, and reach a large user base in lesser time.

Image: Digiday

  •  Analytics dashboard

An Analytics Dashboard was introduced by Pinterest so that business owners can get a better understanding of how people react to the content they post. These are statistics which provide an insight into the number of visits, re-pins, likes, and other impressions a piece of content receives. An access to such statistics allows business owners to know the popularity of their product, and when they need to improve or bring about a change in their posts. This helps them recognize the demands of the consumers and keeps them updated with the new trends.

  • Visual attractiveness

It is rightly said that a picture is worth a thousand words. People tend to find pictures more attractive than text. Pinterest is a picture-based platform and appeals to its users through creative images. Using this website for business purposes allows people to be innovative in approach and attract customers with the help of creative images and videos. By promoting these pins, viewership can be significantly increased.

We hope this article removes the dilemma of using Pinterest for advertisement!

5 Ways To Know If PPC Is Right For Your Business

Business Advice No Comment

Image: Forbes.com

If you have just started your business and are looking for the quickest and best way of increasing its revenue, without much of financial investment, you should go in for Pay per Click or PPC. For a startup business, it may not be possible to adopt the SEO techniques and face the competition for selling their products.  Before going in for PPC, you should make a mindset with regard to the expectation from the campaign.  At the same time, you need to be aware of the tracking, analysis, and testing of the PPC campaign.

The below are the 5 ways to know if PPC is right for your business.

  1. Competitiveness

If the target keywords of your business can be easily ranked for low or medium competition, then PPC may not be the right choice as a part of a long-term plan of online advertisement. In case, however, you find that your keywords are not in a position to be ranked for high competition, you will find PPC, the right choice for your business.

  1. For Increasing Sales and Revenue

If you only have a local business, and if you are in retailing business or ticket vendor, PPC is right for your business. You can get 3.6% increase in sales and 15:1 Return on Ad Spend (ROAS) and 4.5% to 6.2% increase in expected profit.  If you use action-oriented landing page along with PPC, you can achieve quicker and greater sale

  1. Initial Stage of Branding or Re-Branding

If you are a startup B2B Software company, you can have an online visibility to your target audience by adding search ads on PPC.  You can use PPC for promoting a general product, service keyword or banner ads on websites.  You can increase your brand authority if you have an organic listing on the first page of Google and Bing keywords. PPC will be right to hone your brand personality because it drives more traffic than organic search.

  1. Responding tpNegative Publicity

There are situations, where you will be exposed to negative reviews or ratings, crisis or social criticism. You have to counter such situations and control and preserve your image. Most of the collection of information by potential customers, decision makers or clients is conducted via Google. Hence PPC will be the right choice for you, through which you can start your counter action against negative ratings. It is the right destination for dealing with Online Reputation Management (ORM)

  1. Promoting an Event

PPC is right for your business if you are promoting an event, growing your email list or creating a new content.  When you have a new e-book, you need blasts of bulk emails so as to reach to all the media contact. You can combine PPC with the contextual targeting via keywords for the best result. PPC will be right for promoting a webinar, e-book, press release, white paper, press release.

Don’t overspend and be within your budget by adopting PPC campaign.

Sources: [1] [2] [3]

5 Best Email Marketing Services for Small Business

Business Advice No Comment

Image from: Orbosys

If you are running a small business, you know the value of a cost-effective marketing tool. In this regard, one of the best options available to you is email marketing. Not only does it go easy on the pocket, but it also establishes direct contact with your potential clients and thus forms a solid bridge between the marketing team and the leads. With the growth of technology, email marketing is becoming a rather popular concept. For the same reason, there are a number of tools made available to you. Let us go through some of them.

Mailchimp

Having a rather comfortable and easy interface, Mailchimp is one of the most popular tools for email marketing. The best part about this tool is its user friendliness. It can smoothly work with platforms such as WordPress and to give you the best results. Besides, there are a number of features that prove to be useful for the users. For instance, the email creator, auto responder are some of the popular names in this regard. Their free plan starts at 12000 emails for 2000 subscribers beyond which the monthly plans start at $10 only!

Active campaign

This is yet another popular tool in the field of email marketing tools. What this does best is combine your email marketing strategies with CRM and the product is a refined marketing process. The fact that is easy to use on other interfaces like the smartphone makes it a rather useful concept. Talking about the charges, the monthly plan starts as low as $9 which makes it an affordable option for small businesses. The additional advantage is the fact that this tool can gather information about your potential target audience with only the email addresses!

AWeber

This tool has been made especially to cater to the needs of the small and medium business enterprises. If you are an amateur entrepreneur, this application can make things even easier for you. Its seamless connection with platforms like WordPress makes it a suitable catch for online marketing strategies.

GetResponse

This is a more simplified version of an email marketing tool and best suits the requirements of a beginner. Some of the features allow the tool to facilitate automated campaigning which is a boon in today’s world. With the presence of responsive landing pages and forms, it makes it all the easier for you to reach out to your target audience. It provides you with a 30-day trial beyond which plans start at $15 only!

Constant Contact

Constant Contact makes things easy and simple for you. It comes with a comfortable interface, where you have the option to manage emails and contacts, have media sharing tools, an image library, and storage of 1GB! This gives you ample storage space for your files. The monthly plans start at $20 which might be a little steep on the pocket as compared to its contemporaries, but the 60 day trial period will show you how it is worth the money!

5 Awesome Benefits of an Email Auto-Responder

Business Advice No Comment

Email marketing is indeed one of the best and cost-effective marketing tools available. But is it that easy to manage? The answer is yes, with a set of useful tools. With the right tools, this becomes a rather simple task. For instance, email marketing would mean receiving bulk emails from potential customers and following up with them. That is one tedious task! So, what if you could have a feature that automatically responded to the incoming emails and track them? This sounds amazing and that is where the email auto-responder comes into the question! Whether it is about people subscribing to these emails or whether it is about reaching out to them, this tool solves all your problems.

Converting website visitors to subscribers

There are hundreds of people visiting your website on a daily basis. How do you convert them into leads? By initiating communications with them. Auto-responders ensure that with every visit, a mail is shot out to the visitor in exchange for his or her visit to your site. This could be a trial offer, a consultation or the likes. This is a way of establishing interactions with the visitors and if they like you, they can subscribe to your emails for updates.

All time service

One of the biggest advantages of auto-responders is the fact that they can run 24 *7 without pausing. So, whether your visitor comes to your site during the day, or in the middle of the night or even early morning, the auto-responders can take care of initiating conversations with them. So, in effect, you can take a long vacation, take a day off or a break, and your auto-responder will continue to mail your potential clients without you being around.

Alternative to human labor

By automating the whole process, you are taking the burden of the employees in your workplace and letting technology take over. Firstly, this is a very cost-effective solution. Secondly, it reduces or eliminates human error. Lastly, it frees up your employees to allow them to focus on other tasks like converting leads to clients.

All customers are reached out to

Continuing from the previous point, automation reduces human error. Thus, if there was a chance that you would miss out on a particular customer, auto-responders take care of that. Every potential client subscribed on your list will be exposed to information regarding your company or business. In effect, you do not miss out even a single visitor.

More clients!

Auto-responders can generate more website traffic and thus potential clients for your company. For instance, if you send out an automated email to a certain visitor, you can add a ‘Call to Action’ phrase like ‘Please visit our website for more information’ along with the link. This will redirect all the potential leads to your website. What this does is increase site traffic which eventually will lead to a higher conversion rate. Also, if you add some promotional offers or trail offers in the emails, potential leads can easily change into leads for your company.

The 5 Pillars of Marketing Automation Success

Business Advice No Comment

Marketing automation is a great tool when it comes to improving your business. It allows you to create automated processes and marketing campaigns more easily than ever before. Here are some steps that can help you gain success with the marketing automation process.

  1. Creating a high-level plan

It is always important to have a high-level plan when it comes to marketing automation process. The marketing field is constantly changing and dynamic. In order to succeed, you have to stay on top of the trends and manage the everyday programs alongside. Most small companies get sidetracked and fail to reach their end aim of more customer conversion and revenue generation. Creating a high-level plan prevents this and helps you focus on what is important for success.

  1. Creating customer persona

A customer persona is a detailed description of the customer. Establishing and understanding this customer persona can help you create tailor made marketing strategies depending on the customer and the trends in the market. The more defined and detailed the customer persona is, the easier it becomes to come with better strategies.

  1. Finding the correct channel

Before changing to marketing automation, your company should have already agreed on a cross-channel campaign strategy that allows the various digital, mobile and social channels to work together. When choosing the best channel for your use, you should take into consideration the preference and needs of your customer. Different customers may have different channels that suit their needs better. Having a full proof cross-channel plan can help you optimize the efficiency of your marketing once the automation tool begins to work.

  1. Measurable and scalable programs

It is important to make a measure of the company’s marketing program. Not only should the marketing programs be measurable, it also provides a reliable metric to compare with the company’s other objectives. For the best result, the team should also clone successful programs to be scalable. Most marketing campaigns have a large number of moving parts. With an efficient automated solution, you can easily and quickly transfer the details to the new campaigns in the click of a button, saving time and effort.

  1. Make sure that you have a clean CRM

It is important to have a clean CRM or customer relation management database. Your marketing automation software syncs with your CRM database and any duplicates or errors in it can cause issues in the future. Take some time to clean and organize your CRM. Delete, convert, merge and purge to make sure there is no redundant data in your database.

These are just some of the steps that you can take to ensure the most efficient and successful of marketing automation process. An efficient and suitable marketing automation process can help you improve your business in ways more than one. Marketing automation is especially useful for small business as it allows you to focus on the more important part of your business.

 

Source: [1] [2] [3]

5 ways you can improve your new business’s visibility on Google Maps

Business Advice, SEO Tips No Comment

One of the best and most effective ways to improve your popularity and ratings on the internet is by improving your business’s visibility in the Google Maps. Google Maps is widely used and trusted software that millions of people utilize to make their way around. And by improving your ranking in the Google Maps, you stand out from the rest of the competitors and can earn more profits. There are many ways to improve your business’s visibility in the Google Maps, but some of them are more effective than the others. Here we will be discussing the top 5 ways to improve your business’s ranking and visibility on the Google Maps.

Improving your business listings

Google uses a lot of factors to rank your business in its listings. Google checks to see if your business is real before it can rank you. This, they do by determining how often your business’ name comes up on the internet. The more times your company is referred, the higher will be your ranking. You can also submit your business to the national or local business directories.

Have a strong online presence

Having a strong online presence is extremely important in this era of technology. Even Facebook can act as a valuable signal to Google. Your customer reviews can also go a long way in helping you put a mark on the map. The more positive reviews and comments that your company has, easier it becomes for you to improve your company’s image. Building an online presence and a following can go a long way helping you improve your Google Maps rankings.

Get local media to write about you

It is always good to get publicity. As more local media writes about you and your business, your Google Map ratings would automatically increase. It is linked to the improved media attention and to more publicity to the place.

Upload a lot of location specific content

Another way to improve your business’s visibility is to share the location in the form of posts and uploads. This is especially true when it comes to businesses that run in multiple locations. Sharing your location helps you differentiate from the rest of the business.

Embedding in Google Map

You can see that many business sites have an embedded Google Map. It is an easy and effective way to tell Google that you are located at a certain address. You can easily embed your site’s location in Google maps by searching for the business name in it and clicking on the three lines besides the name of the business and clicking on Share or Embed Map.

These are just some of the ways of improving your business’s visibility in the Google Maps. Improving the visibility in Google maps can greatly help improve your profit by giving free publicity and should be done by all business owners who wish to make the most of their establishment.

 

Sources: [1] [2] [3]