Tag Archives: ROI

PPC Keyword Tips: Convert Clicks to Sales

Pay per click (PPC) is a common online marketing tool. Online advertisers bid for the keywords they want and their PPC ad appears next to the top searches that correspond to their keywords. Advertisers are charged depending on how many users click the ad.

The good, the bad
The great thing about PPC is that it charges according to the number of people who clicked your ad and were consequently directed to your website. This online advertising tool could be cost effective if it is able to attract the right customers—those who are genuinely interested in what you have to say and offer.

On the other hand, bad keyword choices and poor copywriting for your PPC ads are disastrous for your overall campaign and could eat through your marketing budget. Imagine paying for all the clicks made by people who are interested only in freebies and bargains—worse, people who click ads just for fun.

The best way to make PPC ads work for you is to make sure you own the correct keyword associations, so that you can limit clicks to those who are genuinely interested and who make good candidates as clients. Below are 4 tips that deal with keyword choices so that you can maximize your marketing budget and assure ROI.

For the following keyword tips, let’s pretend that you’re selling eco-friendly, athletic shoes for women.

1.    Know the generic keywords and avoid bidding for them
Generic keywords are what people use to search for a category without knowing what information they need exactly. Based on our sample product, a generic keyword could be shoes or women’s shoes and its variations like shoes for women.

To the PPC neophyte, generic keywords might seem to be the way to go. However, consider how many people who search for women’s shoes would really be interested in your type of product.

Avoid generic keywords to avoid paying for random clicks by a generic market. Niche is the key.

2.    Add modifiers, track and adjust
Modifiers are words you add to the generic keyword that your product belongs to. Going back to our example, if your generic keyword is women’s shoes, the modifier could be athletic. So, your set of PPC keywords become women’s athletic shoes and its variations, including athletic shoes for women.

Adding modifiers to your keyword set automatically narrows down searches where your ad will appear next to, thereby cutting down the number of random clicks.

3.    Use long tail keywords
As the name suggests, going “long tail” adds more market-specific words that only your niche market will bother searching for. Adding eco friendly to athletic shoes for women limits the appearance of your PPC ad to a very specific search.

This kind of focus significantly lessens site visits from random clicks. You spend less as you increase your ROI by attracting only your niche market who are interested enough to end up making purchases.

4.    Say no to negative keywords
Words like “free”, “bargain” and “discount” may look attractive, but you don’t want them in your PPC ad copy. These words will effectively encourage clicks, but you’ll be inviting freebie and bargain hunters, neither of whom will give you profit.

Remember that you want quality clicks that will come from niche customers who are interested in what you have to say and offer.

Online Direct Marketing for Beginners

Online direct marketing is a highly targeted and measurable process. With direct marketing, you can immediately identify correlations between separate marketing efforts and your bottom line.

Because direct marketing is highly targeted communications, you can save money by testing different online direct marketing ideas to different groups of your target market. This tells you which idea works best and that’s the one you roll out on a bigger scale.

Although online direct marketing is similar to its offline counterpart, having technology as your medium allows infinite creative possibilities for your execution and offers better organization of your data.

Below are 5 essential steps towards making your online direct marketing campaign generate ROI and increase your bottom line.

1.    Acquire
The key principle behind direct marketing is only talking to the people you want to talk to. This assumes that you already know your niche and you already know what you want to tell them.

Most marketers see their target market as just that—a group of people within their desired market. As a discipline, direct marketing challenges marketers to see their niche as individuals. As opposed to billboards or TVCs whose success relies on traditional marketing (the more pairs of eyes the better), direct marketing seeks to reel in high-value individuals (the few who actually make an impact on your sales because of their loyalty and voluntary advocacy).

Marketing research is essential to find these high-value individuals. In which States are they? Which dealers do they frequent? Would they prefer to receive emails or text messages? Besides their names, all of these form part of your data acquisition. Give them a reason to share with you their online contact information.

2.    Communicate

Now that you know whom to talk to and how you can get to them, it’s time to figure out what to say and how to say it.

Similar to coming up with relevant web page content, direct marketing calls for the same attention when crafting your message. The recipient of your online direct marketing effort should feel that you’re talking to him as an individual.

Personalize each message as much as you can, depending on the data you’ve gathered. Use his first name. Find out which of your products he likes. Talk about that product instead of immediately cross selling.

3.    Close the feedback loop

Allowing your niche to respond to your online direct marketing efforts can seal you the deal. Encourage them to talk back. Let your niche know that you genuinely care about what they feel and what they have to say.

Use this opportunity to give individual replies to the feedback you’ve received, based on individual preferences, needs, and issues. Store these details in your database for reference and tracking.

4.    Update

Make sure that your database is always updated. Your list of names has no use if the email addresses or their SMS numbers have already changed. With every material that you send, you can include a link that directs them to a page where they can update their profiles if they wish to continue receiving material from you. You can also do the updates yourself when you reply to their feedback.


4 Tips for Targeted Google AdWords

Pay per click ads like Google AdWords help marketers save a lot of money. You only pay for every click that people make on your ad. On the other hand, this could be costly if not done right—you could end up paying for clicks that are irrelevant to your product.

To protect yourself from paying for unwanted clicks, focus your AdWords on a specific goal. Below are 4 tips to help you make better, targeted Google AdWords.

1. Research niche keywords
Your target market is the lifeline of any marketing campaign. The success of any marketing effort is determined by how well you communicate your brand and how well you establish a relationship with your target market.

Most Internet marketers make the mistake of optimizing for generic keywords “to get the attention of more people.” Remember that Google AdWords are pay per click ads. Every relevant click is a marketing investment, and every irrelevant click is considered an advertising wastage. If you optimize your Google AdWords for the general public, then be prepared to absorb the loss.

This is why it’s important to put effort into conducting regular qualitative market research. It keeps you updated on changes that happen to your niche—what’s important to them, how they talk, which words make more impact to them, and what they think of your competition. Use this information to make updated niche keyword lists and use them for optimizing your pay per click ads.

2. Geo-targeting
After narrowing down your keyword options, let’s put more focus into your PPC AdWords campaign by geo-targeting.

Geo-targeting allows you to specify in which specific areas or regions you’d like your ads to appear. If your online business is based in the Bay Area and there is no way for you to accommodate purchases from the East Coast, then you can limit the appearances of your Google AdWords to searches that originate from the West Coast. Doing this assures you that no one from the East Coast can click on your ad, and you won’t have to pay for any irrelevant clicks that come from areas that are irrelevant to your business.

3. Site targeting
Site targeting limits your PPC ads’ appearances to specific websites that are relevant to your business. Your PPC service could tap blogs, forums, and other related websites that talk about aspects of your brand.

The objective of site targeting is to get the attention of the people who are already aware of your category and those who already know what to look for. Knowing your audience, it is important to have good landing pages for your AdWords. Make sure that the landing page is relevant to what you talk about in your ad and the topics in the websites where you choose to display your ads.

4. Time-specific targeting
Time-specific targeting allows you to target a particular group of people—those who share the same schedule. If your product is something that helps insomniacs, then it would be a good idea to only have your Google AdWords appear during the night, most likely between 11 pm and 5 am.

The above strategies allow you to control the number of clicks you pay for and ensure that your spending generates ROI.

3 Elements of Quality Website Traffic

The success of any SEO campaign is measured through the bottom line—meaning, if your visitors actually make a purchase. As a website owner, you need to understand that getting high traffic is not enough. For your ROI and your bottom line, your website needs to consistently attract high traffic that comprises quality visitors, from prospects to repeat customers.

Below are 3 essential elements for successfully generating high-quality traffic. Keep in mind that the success of any online campaign relies heavily on how well you know your niche market.

1. Content with value
Textual content is still the star of your web pages, no matter how graphically spectacular your website looks. When people use the search engine, they expect pages with information that they need—good graphics is a frill.

Before you can decide what type of content to focus on, make sure that you have already studied your niche. You can try doing research to find out the following:

• What type of information does your niche need?
• What are your competitors doing? Is there a need that their web pages aren’t able to address?
• Where else does your market go to for the same information that you already provide?

Check for spelling and grammar errors as these show that you don’t care about your brand or your customers.

Visitors, especially those you’ve satisfied at least once, expect that you regularly update your content. Give them a reason to come back. Use the value of your content for them to check out new products in your online catalog. To make sure that every update remains relevant, you should keep abreast with the changes that happen to your niche and to your competitors.

2. A functional website
Although content takes the cake, your website has to present your content in an organized manner so that it will be easy for visitors to find what they’re looking for.

Navigation bars or sitemaps that are visible in every web page make it easier for visitors to figure out which part of the website they’re at and what other things your website has to offer.

You should always check for broken links and if the links lead people to the correct landing pages, so as not to confuse visitors.

3. Being known in the right online circles
After establishing the direction of your content, find out where else your niche hangs out in the web. Keep your eyes open for online groups, mailing lists, forums, or blogs that are related to your brand and category. Make yourself visible in relevant places online.

Build your credibility by participating in conversations and by commenting on articles related to your web pages. Eventually, you can add links to specific parts of your website, depending on the conversation flow. Keep your cool when addressing comments made against you. For all you know, these negative comments have merit. Use them to your advantage and invite these people to your website so they can see the improvements that you’ve made. Make sure that your online presence remains targeted so that you won’t be labeled as spam.