Posts Tagged ‘ ppc ’

The importance of online driving offline

Online is obviously one of the most important channels of our lifetime and it is a channel in which I have worked for just about most of my career. Online is fab – it is completely transparent – you know who is doing what, when, and how much it costs. That’s why I love it – all of it! Every single online channel is just exiciting and interesting – if we do it this way, will our audience respond? Let’s change it and see if they respond more. How did we generate best response the last time? What did we learn? It’s a constant test and learn ethos that we apply to everything.

Recent stats from IAB tell us that just about every channel is on the decline, apart from online (and mobile):
* Online adspend in H1 2009 reached £1,752.1m
* Spending on internet advertising grew by 4.6% (on a like for like basis) when compared with H1 2008
* Online’s share has grown to 23.5% for H1 2009, 18.7% for H1 2007
This make online the UK’s single biggest advertising medium.

So, we know online is an ever expanding treasure trove of ways to interact and generate business, but what about offline?
For some of our clients, online also plays a big role in generating offline actions – such as brochure requests (though online download is preferred, some just like to flick through a brochure with a nice cuppa), call back requests etc.

We track all offline actions that are generated from online. How do we do this? Clients that have call centre teams also usually have access to many inbound telephone numbers to which campaign codes can be attributed. Now this has been the case for years and the first major client I implemented this additional tracking for was way back in 2003. Nowadays it’s just as important.

PPC, online ad placement, emails – can all have dynamic numbers associated. What that means is this – say you are in Google and you search for a specific product, you then are presented with a list of paid and natural results. If we are doing our job correctly, we should see some ‘double hitting’ – i.e. good PPC listing and a good SEO listing. So, you click on the paid listing (PPC), you click through to our client site and find out more about the product you were interested in.

It’s a bit of an investment for you so rather than sign up online at this point, you’d like to chat about the options available. You look around the site and see at the top of the page a local call or a freephone number. Great, I’ll give them a call you say. So when you make that call, the number is logged on the reporting system as being generated from Google. When the lead or hopefully sale is made, it is attributed to Google PPC spend and overall cost per sale from search spend. If you had clicked through from Bing, Yahoo, a site we were running content and ads on, an email, voucher code – wherever you happened to come to the site from – likelihood is, we’d have applied a dynamic number to it. So when you click, the number changes so we know where you came from online, even if the sale or action is completed offline. Easy to set up and the data we get from it is vital to the refinement of the ongoing activity.
We have also found that reducing PPC spend or other activity, can really impact on leads and sales being generated offline. So even if there is a seasonal trend expected where online sales dip, don’t just pull back on spend, as this can really effect offline activity too if you are clever enough to have it tied to your online activity in the first place that is!

If you are interested in any of what I’ve said, get in touch or indeed let me know your thoughts. Thanks for reading!
vivienne@perfectstormdigital.co.uk

A Guide to Search Marketing in the Credit Crunch

Ho Ho Ho! Christmas is here, it’s that time of year when you spend time with friends and family, give and receive presents and generally over-indulge! You gotta love it!

As industry starts to slow down over the holiday period it is important to remember that the online world never stops, people keep searching, enquiring and buying regardless of the festivities.

The credit crunch doesn’t slap on a Santa hat and get all merry over the holiday period either, so our present to you is a brief guide to search marketing in the credit crunch era.

One of the most important advantages to Search Engine Marketing (SEM) is the fact that it is utterly accountable. There are clear and well established measurement systems in place that have been proven to work.  Read on for some techniques that we utilise for all of our clients.

Search Landing Pages

Create landing pages that illustrate your strengths and have very strong and clear calls to action.  These pages must be easy to navigate and straight to the point.  Match copy within in the landing pages to that in your paid search advertisements. Landing pages are ideal for special campaigns and allow you to directly track their success. We regularly implement landing pages for clients and the results speak for themselves. They can be quickly created and built in to your existing site. We also recommend microsites which allow you to engage the customer further and are just as trackable as landing pages. Click here for an example of a microsite we recently implemented for http://www.goodpractice.net

Making the Most of Your Budget

It is sensible (in most cases!) to re-allocate budget from other media to pay per click (PPC). SEM can be quickly altered to integrate with the rest of your marketing activities. Move budget to campaigns i.e. press, that are attracting traffic via search. Perfect Storm are experts at allocating and managing online budgets and ensuring SEM works in tandem with your marketing mix.

Spend on the Right Words

Quality is key when it comes to keywords. Every business has words that have the highest conversion rates so focus on these and create a solid list. Remember that your paid ads must be relevant to your content. We carry out extremely in-depth keyword research to ensure the compilation of a relevant and effective keyword strategy.

Know Your Targets

Use research tools and real-time demographic profiles to understand your target market. Create tailored ad copy with your research results in mind. Taking these steps can achieve higher rankings when your audience is searching which in turn leads to hits and hopefully the all important conversion.

Test It!

The features are in place to allow you to test as many ads as you want so make sure you take advantage of this! Test that copy until you cannot test it anymore! This way you can make sure that your copy grabs the attention of your customers.

Track It!

You can track and account for your web activity with simple analytics that will produce clear and useful reports.  Accurate monitoring allows you to keep a track of costs and ROI. Web analytics allows you to see what is working best and where and when it is working.

Educate!

Your staff need to know how to interpret the analysis data. They have to remember that high traffic levels are not a key metric and that conversions and click through rates are king. High traffic and low conversion rates equate to poor quality traffic. Having a decent level of understanding within your staff is very important.

Outsource

All bias aside, it can be a time consuming process managing your online campaigns in-house and can allude to false economy. In this nasty financial climate it is quite likely that you are cutting resources and this can lead to your SEM receiving less attention and a rapidly dropping return on investement.

Perfect Storm can create, implement and manage your digital marketing strategies. We are specialists in SEO, PPC, creation of online ads/landing page/microsites, online branding and social media marketing.

So there you go, a highly useful present from us to you. Want to find out more about digital marketing and all of it’s various elements and how Perfect Storm can work with you? Call Mike on +44131 553 8664 and let’s have a chat. Or email me on mike@perfectstormdigital.co.uk

Have a fantastic festive period!