In today’s world, we all have a mobile smart phone giving us the ability to search for anything we want at any time we want. Did the car break down? You can search for a towing service. Looking for somewhere to eat? You can search for nearby restaurants. My point is, if you are running a business, you need to be there when potential customers are searching their phones. Wondering how to get “there”? There are two proven ways: Pay-Per-Click (PPC) campaigns and Search Engine Optimization (SEO) campaigns.
Above The Fold
A PPC campaign is a great start to getting your website in front of potential customers when they search Google. On the search results page, the PPC ads are always the first four listings on the page. On mobile, due to the screen size, those first four listings are the only listings a user can see without scrolling down. Your website is being shown “above the fold,” which is an old newspaper term that literally means, above the fold! This is why a PPC campaign is important on mobile—you are presenting your website to potential customers before they have to scroll. You are at the top!
Double Your Visibility
Even though PPC dominates the top of the search results page, not all users click on those listings. This is why you need to run an SEO campaign simultaneously. Once users scroll past those first four listings, they start seeing organic listings. If you’re only running a PPC campaign, you’re going to miss out on the users that scroll. As with any advertising, it’s always best to have as much visibility as possible. By running a PPC and SEO campaign at the same time, you’re doubling or maybe even tripling your visibility on just one page.
Okay, so now you’re running both an SEO and PPC campaign and the user clicks on your website. The user gets to your website and immediately leaves. You did all this work to bring a potential customer to your site but they leave right when they get there. Why did this happen? More than likely they left because your site isn’t mobile-friendly. This is why you must ensure that your site is responsive and can adapt to different screen sizes. Phones come in different shapes and sizes. So if your website isn’t mobile-friendly, you’re probably missing out on potential customers.
I’m going to leave you with this one stat before I go; Google says there are trillions of searches that happen every year, and more than half of those searches are on mobile. Make sure your website is mobile-friendly in this mobile first world!
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Whether you’re a new or established business, listen up! Your longevity in the marketplace has little to do with this topic.
I’ll say this now (and probably again later!), if you aren’t making a conscious effort to connect your online and offline marketing, you are missing the boat on potential customers. Here’s the scenario….potential customer Johnny is driving home from work and hears your radio ad. It piques his interest. He can’t remember the name of your company when he gets home so he turns to Google and starts searching. Are you there? If not, you’ve just paid a pretty penny (for that radio ad) to help your competitors, who are already visible on Google, get business. That’s right, your ad just drove your customer straight into the hands of your competitor. So what can you do?
BE THERE WHEN IT MATTERS
Do everything in your power to appear at the top of page one in the search results. There are multiple ways to achieve this. First, if you haven’t optimized your website for search engine visibility, do it now. Second, start buying Google AdWords. Third, when you are in flight (on TV and radio), you need to up your AdWords bids to ensure that you are appearing. Remember, traditional media fuels search, and if you aren’t there, you’re missing the boat on potential customers and possibly fueling your competitors who are out marketing you on digital.
WRITE AD COPY THAT CONVERTS
Showing up is half the game. So you’re there, now you need to convert. (I could write an entire blog on this but that’s not the purpose of today!) Write ad copy that matches the search conducted and drive those searchers to a landing page that provides them with the information they are looking for. There’s nothing more irritating to a potential customer than clicking on an ad only to be taken to the homepage of your website. The homepage isn’t what they were looking for—give them what they want!
For the third time, if you aren’t making a conscious effort to connect your online and offline marketing, you are missing the boat on potential customers!
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On June 27th, Google announced the new beta release of AdWords Review Extensions, which will now allow businesses to include a snippet of a testimonial or review from a third party right on their search ad. This new extension could be very beneficial to businesses looking to increase their credibility within their search ads.
Review Extensions Details
As shown in the provided image above, businesses will have the opportunity to submit either a direct quotation of the review or a summary of the main point of the review. The review snippet will be placed on the bottom of the search ad followed by the name of the source publication, which will be linked to the publication’s website. This is where the destination URL can be set to the page where the full review is showcased. Clicks on the this link will not be counted as chargeable by Google.
The review snippets will be limited to 67 characters, including the number of characters in the source publication name, and all review snippets must be of high-quality and from a reputable third party source.
All reviews must be pre-approved for use by the source publication and must comply with standard AdWords policies. To prevent abuse from spammers and questionable businesses, and to help ensure policy compliance, Google has put in place automated and human-based systems to review and validate all review extensions.
Leverage Digital Media is a Tampa PPC Company. Please call us at (866) 611-6267 or submit our contact request form for more information regarding our AdWords campaign management services.
eMarketer estimates in its latest forecast that Google continues to dominate the search advertising market with 74% of total U.S. search ad market share. In 2012, Google was reported earning an estimated $12.79 billion in ad revenues, and is expected to reach $14.39 billion in 2013.
Microsoft earned an estimated 660 million dollars in net U.S. search ad revenues in 2012 and is expected to reach 890 million dollars in 2013, accounting for 4.6% of total U.S. search ad revenues in 2013. Based on an assessment of Microsoft’s decreasing traffic acquisition costs (TAC), eMarketer originally estimated their earnings to reach $1.41 billion in 2012 and $1.84 billion in 2013, but new data shows that despite the decreases in TAC, according to eMarketer, initial costs of acquiring search traffic were far higher than expected. This new information led to the downward revision of Microsoft’s estimated ad revenues.
Yahoo! continues to take second place behind Google in U.S. search ad market share, and is expected to earn $1.27 billion this year, and account for 6.5% of total U.S. search ad revenues.
eMarketer estimates that advertisers will spend almost $19.49 billion on search marketing in 2013, a 12.4% increase over 2012.
Interested in search marketing? Leverage Digital Media is a professional SEO company in Tampa. Call us today at (866) 611-6267 or submit our contact request form to see how we can help your business.
In Kenshoo’s recent Global Search Advertising Trends report, it was found that global paid search ad spending continues to rise. So much so, that year over year growth for global paid search ad spend in Q1 2013 reached 15%, and in the U.S. alone paid search ad spending grew 24%. A majority of the increases in paid search ad spending can be justified by the fact that consumers are increasingly looking to their smartphone or tablet for search and purchases instead of their laptop or desktop, which has forced marketers to invest a greater portion of their ad spending into mobile.
Kenshoo also found that in the U.S., there is a significant gap between paid search ad spending and distribution of clicks. In Q1 2013, tablets and smartphones accounted for 20% of paid search clicks but only accounted for 14% of total paid search ad spending. Smartphones in particular accounted for 9% of paid search clicks, but only made up 5% of total paid search ad spend.
In the U.S., desktop search still commanded the most ad spend and clicks by a healthy majority at 86% and 81%, respectively.
Leverage Digital Media is a PPC company in Tampa. For more information on paid search advertising, please call us at (866) 611-6267 or submit our contact request form.
A More Complete Strategy
Search marketing strategies, such as SEO and paid search, and traditional marketing strategies, such as T.V., print, and radio are often perceived as mutually exclusive, when in fact, combining these marketing strategies often generates better results. Each of these strategies can be looked at as two puzzle pieces that make up a more complete marketing solution. By putting these two puzzle pieces together, they can complement each other and be more effective than one strategy alone at promoting your business and increasing sales.
Traditional marketing and search marketing can work together to push a prospective customer further along in the purchase process, from becoming aware of your company to becoming a customer.
Awareness Increases Conversion Probability
Let’s take the following example. It’s Monday night and Jim’s at home relaxing, watching his favorite T.V. show. During one of the breaks, he sees a commercial for a traffic attorney. In that moment, he doesn’t think anything about it. The following morning he’s running late to work and doesn’t realize he’s speeding until he hears the sirens of the police car about to pull him over. Jim can’t afford anymore points on his license. So, he decides to hire a traffic attorney. He remembers seeing a commercial for just such an attorney the night before, but doesn’t remember the name of the law firm. So, he does a quick Google search for “traffic attorney tampa,” and a list of law firms that specialize in traffic law show up in the search results. He recognizes one of the listings near the top of the page, because it’s the law firm whose commercial he saw the night before. He decides to give them a call.
So, what happened here? It’s simple. Jim saw a brand he recognized that provided a service he needed at that moment. Had he not seen the law firm’s commercial the night before, he wouldn’t have recognized it when performing a Google search. In addition, if the law firm did not have a search marketing strategy in place that ensured a first page ranking, Jim most likely would not have found the law firm’s Web site. In this scenario, the law firm had a traditional marketing strategy in place that made Jim aware of the law firm’s existence, and a search marketing strategy that allowed Jim to find them easily when he needed them.
When developing your marketing plan, consider a balanced combination of traditional marketing to create awareness and recognition, and search marketing to act as a catalyst for converting prospective customers into paying customers.
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