Multi-device PPC Campaigns – Reach Customers on the Go!

multi device PPC campaigns

The digital advertising world is swiftly having to accommodate growing numbers of mobile and tablet users, adapting web design, e-commerce platforms, PPC ads and social media into multi-device campaigns in order to reach customers on the go. Google transitioned all AdWord accounts to enhanced campaigns in July this year in an attempt to simplify ad management for multi-device campaigns, providing new options for PPC campaigns but also bringing in new challenges for digital marketers.

Multi-device marketing is a huge feature of modern digital advertising, and not taking advantage of mobile and tablet traffic can be a costly mistake. Cross-platform marketing means that your ads will be seen on whatever device a customer uses, from smartphone to iPad to home computer.

multi device PPC campaigns

There are some clever little additions to AdWords regarding multi-device marketing, such as:

  • Target visitors within a certain radius of your location during busy hours by bidding up on your ads at certain times;
  • Track ad performance across multiple devices, for example a mobile click that leads to a desktop conversion;
  • Enhanced measurement of your ad performance on different platforms;
  • Use bid modifiers to influence the device and locations you want to target, and the time your ad will appear;
  • Mobile-optimised ads (though mobile-only campaigns are no longer an option);
  • Add site links at the ad group level (previously only possible at campaign level).

Whether you’re managing your PPC campaigns in-house, or you outsource to a dedicated paid search marketing agency, you need to keep in mind the importance of tracking and testing your ads to ensure they are performing as well as possible. The changes to AdWords this year, though certainly offering a greater range of options across multiple devices, also create additional challenges for PPC campaigns. If you need help with your paid search marketing, or would like to know more about reaching customers using multi-device campaigns, get in touch with our PPC team at Ikroh.com.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Live Tweets Incorporated into Coca-Cola Ad

A recent Coca-Cola TV ad in Romania integrated live tweets into the broadcast via a subtitle bar, posting brand tweets that users tagged with #LetsEatTogether. A total of five to seven tweets were edited and added into each ad placement during the campaign, run by ad agency MRM Worldwide.

The focus of the campaign was to highlight the fact that 60% of people don’t eat meals as a family or with friends, instead sit alone in front of the TV. The chosen tweets included encouragement and invitations for people to eat together – in addition to drinking a Coke with their meal, of course.

As a result of the campaign, Coke’s Twitter following in Romania increased by 15% with hundreds of tweets being aired during the TV ads. An agency spokesperson said that one of the most impressive outcomes of the campaign was that “it made people people actually wait for the ad. How often does that happen?”

It’s useful to think about how social media and live interaction can be incorporated into marketing campaigns, and how to build a loyal community following on social channels like Twitter and Facebook. With the rise of smartphones (approximately 75% of people in the UK now use one), people are multi-tasking while they watch TV or eat their meal; browsing online, making purchases and checking their social accounts. It makes sense to find a way to tap into this downtime and get people involved with your brand.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Maximising Online Customer Experience

Online sales have grown by 10.7% in the past year, accounting for a total of 9.5% of all retail spending in the UK. As summer winds down (waaah!) it’s vitally important for online businesses to maximise customer experience to keep sales strong through the slow periods of autumn and winter. A major part of this is providing a multi-channel access via personal computers, smartphones, tablets, and social media to ensure easy transactions, a consistent online front and high customer satisfaction.

online marketing

Earnings, interest and unemployment rates have remained consistent since July 2012 year but online growth is steadily on the rise, especially within the mobile market, with 50% of smartphone owners using their device for purchases.

At the 2013 Internet Retailing Conference in October, the closing keynote from Peter Fitzgerald (Google UK’s retail director) is due to offer a number of ideas for the future of online retail. Fitzgerald has said that mobile needs to play a key role in retailers’ plans to ensure that they are providing customers with easy access to products and services and excellent customer services.

mobile marketing

“We, as consumers, always have the internet at our fingertips for price checks, product reviews and additional product range choice, therefore businesses that have seamless touch points across channels and devices will win and win big,” Fitzgerald commented, “Companies that use data to customise to the needs of individuals make shopping more fun and relevant for them will lead the pack.”

E-commerce businesses should also take advantage of the vast amount of data available through online and social channels to shape and mould their operations to suit customer needs and desires, enhancing their shopping experience and increasing conversions. Multi-channel retailing means exploring mobile commerce, tablets, social media and interactive email marketing, and the Internet Retailing Conference is due to explore ‘The New Basics’ of retail and the future of the industry. The event will take place on the 16th of October at the Novotel in Hammersmith, London with over 45 exhibitors, eight free workshops and 500 delegates sharing knowledge and experience of three core areas: The Customer, The Business and The Industry.

For help on any aspect of your digital marketing and e-commerce plans, let Ikroh offer advice and expertise – from social media marketing to SEO and web design. Visit our website or get in touch by calling 01908 379938.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Will Wearable Technology Ever be Fashionable?

‘Wearables’ are currently seen as a substantial opportunity for technology development by companies like Apple. CEO Tim Cook said at a recent conference that wearables like Google Glass will prove to be “a very key branch of the tree”. But will technological eyewear ever be able to compete with wristwear? Even Cook himself said that he was more excited about a wrist-based product than glasses.

Although glasses – whether prescriptive or not – have been sold as a fashion accessory for many years, the general response to Google Glass is that eyewear remains a step too far when it comes to an everyday technology device. The fashion industry begs to differ, however, with prominent audience members like Sergey Brin and Diane von Fustenberg wearing their Google eyewear at New York Fashion Week, and Vogue’s Futuristic Vision of Fashion shoot displaying the technology as a desirable accessory – but there’s a stark difference between haute couture and daily functionality.

When it comes to wearable products, smartwatches like Samsung’s Gear and the iWatch concept are not only more socially acceptable but easier to use. Smartphones are becoming a constant presence in our hands – but given the choice of how to make your phone more easily accessible, would you rather it were strapped to your wrist or your face? A wrist-based device also allows us to disengage when we need to, whereas the reliance that might develop with eyewear technology can feel like the plot of a sci fi disaster movie. One argument against smartwatches is the fact that increasing numbers of young people don’t even wear a watch in the first place, preferring to check the time on their ever-present smartphone instead, but surely it’s a shorter jump from hand to wrist than hand to eye?

One of the latest wristbands, the Jawbone UP, is marketed to people looking to keep track of their health and fitness, allowing you to measure your sleep, activity, rest periods and even what you eat. The device can also connect with an app on your smartphone to show you a daily graph of your progress, but while this may be intriguing on a novelty basis, technology with just one focus is unlikely to survive for very long compared to a multi-function device like a smartphone. Besides, it’s not all that difficult to work out how many hours’ sleep you got without a special wristband, is it?

Smartphones have steadily increased in size until they morph into tablets, leaving a potential gap in the market for smaller, more versatile solutions. But for a wearable device to rise above the realm of fashion accessories it will need to provide the same (or better) capabilities as a smartphone; it will need to be comfortable and unobtrusive; it will need to be aesthetically appealing; it will need to link seamlessly and wirelessly with other technology – and for me, such a device does not belong on my face.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Understanding your Website Analytics

Your website analytics can be invaluable in helping you formulate a successful internet marketing campaign. You can use your analytic data to improve the way your website works, drive traffic to your site from a variety of places, and ensure that the traffic  that visits your website finds what they are looking for – and hopefully turns into a conversion.

Understanding your web analytics, however, can sometimes be a difficult job. There are many different variables and ways to view your data to find the information you need. Though it’s best to employ a professional to do this analysis for you, it’s a good idea to know the basics when you look at your web analytics.

web analytics

Let’s start with what drives traffic to your website. First we have natural search, often assisted by Search Engine Optimisation (SEO), where users find your website by typing in relevant keywords into a search engine. Paid search is in the same vein but users are steered by paid advertisements that appear within search results. For returning customers or customers who have signed up for newsletters, email marketing may also bring traffic to specific landing pages. Then there’s other online advertising, blogging, press releases, social media…

But traffic does not necessarily equal revenue. A particular source may be sending exciting numbers of users to your website, but is it actually generating leads, sales or conversions? If not, then analytics may be able to tell you why, by giving you vital information like bounce rate, point of exit, and user location. You can use these analytics to answer the question:

How well does your website work?

You can study the different elements of your website analytics to work out whether your website and its content are enticing viewers to stay on the site, navigate deeper and ultimately turn into a sale or lead. If this isn’t happening the way you’d like it to, your analytics can also tell you where and how your customers are leaving your site, whether your marketing efforts are bringing in adequate traffic, and where that traffic comes from.

Here are a few aspects of analytics that you can use to your advantage:

Location – Are your customers local enough to come to your store in person, or take advantage of your postage area? Geotargeting your marketing efforts can help to better target the customers you want to reach. There’s no point bringing in traffic from Australia if you only ship to the UK.

Source of traffic – Find out what is driving traffic to your site and individual pages. Do you need to spend more time on social media sites? Perhaps your PPC ads need an adjustment. Are you getting the best return on your marketing investment?

Visitors – Are your visitors unique, new or returning customers? Is your business and website performing well enough to bring back decent numbers of returning visitors and customers? Are you also acquiring enough new traffic through your marketing strategy?

Page views – See which of your landing pages is receiving the most views. Improve your traffic direction by specifying the right kind of landing page for each link or ad. If a customer clicks through to a page that doesn’t give them what they were expecting, they’re just going to look elsewhere. Diversify the landing pages you use within your SEO and marketing to make it easy for customers to find the info they want.

Bounce rate – How engaging is your content? Bounce rate tells you how long viewers stay on each page. If your content doesn’t have enough relevant information customers won’t be encouraged to navigate through your site to find what they’re looking for.

Social media – Make use of social platforms like Twitter, Facebook and YouTube to bring customers into your site using multimedia, promotions and links. Social media posts can carry more weight than a blog post in the eyes of search engines so it’s worth using this popular resource to drive traffic to your website.

Mobile – See how many mobile users you have. Is your website mobile-compatible? Are you making it easy for mobile users to access your site and shop or browse while they’re out and about?

Content – Which content drives sales for your company? Link this info with page views and bounce rate and you will quickly determine which of your content is redundant and which is valuable.

Time/date of visit – This information can be extremely useful to show you when people are visiting your site from each type of referral. You will be able to see when there are peaks and troughs in your traffic stats and schedule your posts to catch the attention of the maximum amount of users, especially when utilising social media.

Keywords – Find out how well your paid and non-paid keywords are performing. Are they directing users to the right landing pages? Are they creating conversions? Are your PPC and SEO campaigns working effectively?

Exit pages – Like bounce rate, this can show you where your customers are leaving your site, and you may be able to work out why by looking at other analytics and data.

Goals – Analyse your goals to see if you are achieving them with your current website, content and marketing efforts. Goals could include: email newsletter signup, offer or promotion conversion, sales or email/phone leads. Make your goals realistic and track them using analytics to see whether you can improve their performance.

Your website analytics can be essential to running an online marketing campaign and keeping your website working successfully. The behaviour of your site visitors and customers can tell you a lot about how well your website works, and allows you to improve and adapt your strategy to bring in more traffic and, ultimately, more conversions. If you need professional help with your website analytics, get in touch with us at Ikroh.com for more information. We can also carry out a thorough web audit to help you identify just how efficient your website is and ways in which you can maximise its success.

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.