We would highly recommend that you solidify these areas before working on web analytics capabilities. Don’t even talk about data collection methodologies until you have the resources (human) in place to develop universal and standard processes. With good talent and proper documentation, you should be able to identify the gap and resolve any issues.
Testing is a crucial part of improving your PPC advertising efforts. You test Keywords to enhance targeting and increase relevant traffic to your site. You test Negative Keywords to prevent irrelevant clicks and lower cost. Testing Ad Copy is to find out what appeals best to your clientele. However, testing should not stop there. Your Landing Page is a critical component of obtaining conversions, and not just clicks.
If you have tested and found great Keywords and have excellent Ad Copy, then there is no doubt that, you are getting clicks and driving relevant traffic to your site. However, what is happening after that still has a huge impact on the success of your PPC efforts. Your Landing Page is the first experience a potential customer has with your website. It needs to aesthetically pleasing, easy to navigate, and a good starting point for your conversion funnel.
In order to measure and evaluate the effectiveness of your Landing Pages, you will need to integrate your Analytical Solution with you PPC Platform. Once you have the Analytics in place, you can begin testing your Landing Pages with tools, like Web Optimizer. Test various wording, layouts, pictures and more to discover what works best for you and your clientele, and watch your ROI increase.
Most businesses utilize email marketing as a marketing tactic to cross sell new business or for retention purposes. It is pretty rare for an organization to develop a comprehensive email marketing strategy to increase subscription, cross sell, etc that goes beyond email marketing and the basic email metrics. Some email marketing solutions even provide industry averages for those metrics.
The email marketing strategy should go well beyond simple open rates, click through rates, and industry averages. The content of the emails and promotional materials should have a consistent look and feel as well as being customer centric. By customizing the message to the different types of customers or service offerings, it should improve the overall effectiveness of email marketing campaign.
6 Tips to Consider Before Implementing Your Email Marketing Strategy:
1. Segment Your Opt-in List by customer type or services offering
2. Test Your Message & Layout by segments
3. Integrate Email Solutions with Analytical Solutions
4. Implement Social Media functionality
5. Implement Triggers for Follow-ups and Tailored Materials
6. Create Effective Landing Pages to Reinforce the Marketing Message
We’ve all heard it, Social Media and SEO are connected but why and how are they connected. Well, in a time where technology is getting better by the second, you have to understand that this includes search engines. Every day the search engines get smarter, making it easier for searchers to find relavent information. Meanwhile, Google & Bing’s algorithms continuously advance side-by-side, on top of having the ability to know how to treat all links differently, make it more prominent to adjust your current internet marketing methods.
Those that handle marketing for their company must realize that if their brand(s) isn’t publishing content to the web they will continuously fall behind the curve. The main goal of SEO is to help achieve more targeted traffic to the brand’s site and obtain whatever is deemed a conversion. These goals reinforce the importance of being social, providing endless & fresh content, frequently updating social sites & websites, social bookmarking and encouraged sharing, which produces organic links. This all revolves around the ongoing trend that potential customers that connect to a brand socially are more likely convert as well as, in a sense, viralize their site and social efforts.
So as they “If you build it they will come”, combined with a constant push of social content you will be destined to have social success, which equals an increase in ROI.
Using Dynamic Text will automatically insert your keyword or phrase that is generating the impression into your Ad Copy. This means that you no longer have to create a new ad for each one of your keywords. Instead, save time and effort by letting the automated Dynamic Text take care of it for you.
The example of how to implement Dynamic Text below is from Microsoft adCenter, although other popular PPC platforms, like Google AdWords, provide this service as well.
As you can see, this generic Ad Copy will tailor itself according to the keyword list and the search query. Depending on the search this Ad Copy could read:
Looking for Fresh Fruits?
We have the Fresh Fruit You are looking for.
www.--------------.com/Fresh_Fruits
Looking for Apartments?
We have the Apartments You are looking for.
www.--------------------.com/Apartments
Looking for Computer Parts?
We have the Computer Parts You are looking for.
www.--------------------.com/Computer_Parts
A quick warning, before implementing dynamic text make sure that all your keywords will make sense in the Ad Copy. The keyword “rent apartments” would not work in the example above. Also, make sure that the inserted keyword does not exceed the character limit; otherwise, your ad will not be shown.
Hope this helps improve your PPC efforts and keeps you relevant to your audience.
