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.

Shutterstock Joins Facebook Advertising

Over 1 million advertisers on Facebook will be given access to high-quality Shutterstock photos and illustrations using the Ad Create Tool in a new alliance between the social platform and the image marketplace. This collaboration could be very beneficial to Facebook marketers looking to create engaging and vivid ads that will appeal to their targeted audience, and certainly a valuable boost to smaller businesses whose budgets may not stretch to professional photography.

Shutterstock’s database contains over 28 million royalty-free images, videos, vectors and illustrations, and Facebook advertisers will be able to choose up to six images at a time within Facebook’s ad creation platform. This will be especially useful for small to medium sized businesses who often do not have the access or budget for quality marketing photography. One of the most important aspects of any social ad is its image, and shoddy, badly-lit amateur photos just don’t cut it when fighting against a million other advertisers on Facebook for ad space.

shutterstock facebook advertising

Jon Oringer, Shutterstock’s founder and CEO explains: “Businesses of all sizes need compelling, high-quality imagery in order to compete and to communicate with their audiences. We’re working with Facebook to make it easier than ever for them to do just that.”

The access to Shutterstock’s library via Facebook advertising will be free, with Shutterstock contributors receiving the appropriate royalties when their images are used. The service should be available to Facebook advertisers within the next few weeks, so make sure you swap out your bland ad photos for something more inspiring next time you run an ad on the social network!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Two Thirds of Businesses Plan on Increasing Digital Technology Budgets for 2013

digital marketing Milton Keynes

Is your business taking advantage of digital marketing technology to boost sales and increase online visibility? According to a recent report on marketing budgets that looked at over 800 companies, mostly from the UK, 71% of businesses plan to increase spending on digital marketing technology during 2013. Just 3% went the opposite way and said that they would be decreasing their digital technology budgets this year.

The main areas for investment were in analytics and content management systems, social media management systems, email platforms and paid search advertising management. All these elements make up a solid core for a modern digital marketing strategy, and it’s exciting to see that businesses are acknowledging the importance of a coherent and professional approach to online marketing.

Web analytics, business analytics, and CRM systems are essential for the management and collating of data, including social media data, and help businesses to formulate new marketing strategies and adapt existing ones to optimise their success. Social media, email marketing and PPC are all valuable additions to digital marketing strategies and require professional management in order to perform beneficially. In view of this, over half of respondents said that they intended to take on new digital marketing staff, though data from other agencies suggest that this number is realistically more like 75%.

If your company is in need of a digital marketing boost this year, IKROH can help. We offer professional search marketing, social media management and a range of other marketing options to help your business boom online. Get in touch to discuss your needs and let us create a bespoke service just for you.

digital marketing Milton Keynes

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Small Businesses Need Affordable PPC

PPC adveritising for small businesses

PPC adveritising for small businesses

At Ikroh we work with small local businesses as well as large multi-national ones, and we understand the challenges and restrictions of budget and time that small companies face. Pay per click advertising is often disregarded by smaller businesses as a useful but unaffordable marketing tool – or they try to have a go at a DIY PPC campaign and find it an unsuccessful waste of time. PPC is a fantastic method of digital marketing that can create great results – but only if carried out by an experienced professional who can use your budget to the best of its ability – no matter how small your company! That’s why we offer Google AdWords packages for smaller business with no tie in contracts, allowing start-ups and local businesses to boost their brand’s visibility and increase their site traffic at a price they can afford.

Pay per click management is a great solution for any business looking to spend their marketing budget wisely and receive a high return on investment. PPC is an ideal way to connect with potential customers who are already searching for related subjects on Google, bringing traffic to your site and increasing your conversions by driving targeted audiences to specific landing pages. Google AdWords puts your products and services right in front of the people actively looking for them! Managed right, a PPC campaign can pay for itself very quickly, even with the budget of a small business.

Our small business PPC packages start at £195 and are not subject to tie-in contracts, meaning you can pay on a monthly basis and stop using our services whenever you want. Ikroh pay per click management includes:

  • Keyword performance monitoring – to ensure that your budget is working as effectively as possible and your ads are reaching the right customers.
  • Budget recommendation – PPC ads walk a delicate line in Google AdWords and finding the right budget is integral to performance.
  • No minimum spend on Google – we don’t restrict you to a minimum spend (like many web marketing companies do) so that you can gauge the value of your PPC campaign before committing to a larger investment.
  • Campaign reporting – find out exactly how your adverts are performing and where your money is being spent with info on your keywords, clickthroughs, and impressions each month.

To find out more about our PPC services for small business visit our website, or request a callback from one of our PPC experts.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Integrating PPC and Social Media

PPC social media

With social media becoming one of the most important aspects of any internet marketing campaign, it’s important to be able to integrate your social efforts into your search marketing division, including your PPC advertising campaigns. It may not be immediately obvious how the two diverse approaches can work together, but there are several ways to incorporate social media with your paid marketing strategy to drive traffic to your site, increase conversions and improve your visibility.

PPC is best used for temporary or short term campaigns and promotions, and this can tie in extremely well with social media marketing and advertising. Here are a few ways to directly use PPC and social media together:

  • Use PPC ads to direct users to your Facebook page or social media profile with a strong call to action to participate or gain some sort of benefit.
  • Raise awareness of your social presence using PPC ads.
  • Link your PPC ads to a social media promotion or competition.
  • Direct users from PPC ads to multimedia such as a promotional/instructive video on YouTube

A more indirect method of utilising PPC and social media together to further your marketing efforts is a technique called ‘remarketing’. By using social media, you can specifically target your desired audience to raise awareness of a particular product or promotion, driving large numbers of new users to your website or specific landing page. It may be that a small number of these users actually turn into customers, but you will have gained valuable exposure to your website in the meantime. With remarketing, you can reap the benefits of this increased exposure by targeting new PPC ads directly to this new audience. With AdWords you can even drill down into highly specific elements such as users who abandoned their purchase at the checkout stage, targeting these ‘almost customers’ directly, in the hope that an extra nudge will be all that is needed to turn them into true customers.

The theory is that your brand and website will be familiar to them and therefore hold more weight with regard to future purchasing decisions. There are various ways to tap into this familiarity and trust, and target your PPC advertisements to entice these users back and convert them to customers, for example:

  • Using the same image used on the original landing page your new traffic accessed
  • Echoing wording or content used on the original landing page to remind them of why they visited your site in the first place
  • Offering an additional incentive such as a discount or free shipping
  • Offering a similar product to one users have viewed or purchased
  • Offer email or newsletter subscriptions with product updates and incentives

Using social media and PPC together means bringing the best of both worlds into harmony – the brand awareness of social media and the immediate call-to-action of PPC. Use social media to drive traffic to your website and use PPC to raise awareness of your social media campaigns, then recalibrate your targeting to make the most of every marketing move you make, turning traffic into conversions and broadening your audience as you do so.

For more advice and information on PPC and social media marketing, visit Ikroh.com.

 

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.