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.

When’s the Best Time to Post on Social Media?

when to post on social media

Do you pay attention to when your social followers are online and interacting? Here’s a free tip: you should be. Social media is a fast-moving form of communication and if you are hoping for marketing success, you’ll need to target your posts carefully to your audience, including the most effective times to post content on each different platform.

when to post on social media

First things first, the answer you seek is not a generalised one. Finding the best time to post on social media will depend on your specific audience, their daily routines, their social habits, their preferences and so on. To get started, take a look at your social analytics. Facebook’s Insights will tell you exactly what kind of response your posts are getting, and even give you hints on when your followers are most likely to be online. Free tools like Tweriod analyse your Twitter feed and tell you when’s the best time to post to engage your Tweeps. Google Analytics can show you how well your social efforts are performing and which posts perform the most effectively. Make use of this data and create your own timeline guide for different types of content (text posts, images, videos, links etc) and different platforms (Guess what? Social users are active at different times on different social platforms!). Take the time to work out how to make your social media posts work most effectively – after all, there’s no point shouting into the dark if no one’s listening…

Next, think about your audience – their age, their marital status, their routines, their work schedules, their family life, their interests – all these elements will give you clues as to when they’re likely to be online. Would your audience be likely to check their profile via smartphone on their morning commute and sneak a peek in their lunch break, or will they be completely offline until the evening, at which point they’ll stay stuck to Twitter until they go to bed? If your audience is international, should you be targeting specific posts to UK time and others for the US?  On a Friday night, will your audience be out on the town or at home with the kids? You need to know this information if you’re going to make the most of your social media campaign.

For a more general guide to the best times to post on your social accounts, these guidelines might help you get started:

Facebook:

7am-9am – Depending on your target audience, commuter times can be useful for uplifting posts and links to blogs or articles for reading material while your customers are travelling. Posts aren’t likely to result in sales at this time, however, as customers on the go may not have a secure connection or the time to go through a checkout process.

1pm-3pm – This is a good time to post on Facebook as it catches lunch-breaks and pre-school run audiences who may have a little downtime before the evening rush.

7pm-10pm – Wednesday evenings tend to be a busy time on Facebook in our experience – perhaps that mid-week need for a bit of a boost? Make the most of this period by giving followers something to smile about, or a tempting offer. Some users may also use social media to organise their nights out on a Friday or Saturday evening, so if your company is associated with nightlife then now’s the time to push a special deal or entry discount!

Weekends 10am-2pm – Once again, your timeframe will depend on your audience’s habits, but generally folks are up late on a weekend and potter around until lunch time. During this time they’re likely to check in with their mates on Facebook to see what they’re up to, or have a look online to do some shopping…

Twitter:

7am-9am – Many users log on to Twitter on their commute, or while they’re eating their cornflakes – it’s a quick and easy way to update on news and check in with friends before work/school begins. After 9am, however, things tend to go quiet.

1pm-3pm – Like Facebook, Twitter is great for downtimes, and there’s often a flurry of activity around early afternoon. Make the most of this time and get chatty – if you can engage followers in a conversation you’re half way to a conversion!

6pm-11pm – On the commute or sitting in front of the telly, evening Twitter users can be massively active. Many Tweeple browse Twitter while watching their favourite shows, commenting and reacting to the action, so if you can work out what kind of programmes your target audience might watch, get in there and join the conversation! Twitter is also a great way of communicating for friends meeting up and going out in the evenings.

Google Plus:

9am-11am – More at the business end of the scale, G+ is great for getting early morning posts out to your circles and connections. Broadcast your latest deals, an interesting blog post, or a cool new product, and browse and follow other users to build your community.

Pinterest/Tumblr:

7pm+ – Ever lost an entire evening to Pinterest or Tumblr? Yeah, us too. These social platforms are firmly the realm of the late browser, so take advantage of followers being online to post up your best images and links. Pinterest and Tumblr also have a strong US following, so if Americans make up part of your target audience you may want to target and schedule your posts to coincide with their time zone.

Hopefully you’re a bit more clued up about the most beneficial times to post on social networks, and if you ever need an extra hand in tailoring your social media strategy to be effective and cost-efficient, let us know – our social team will be glad to help!

 

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.

What Makes a LinkedIn Company Page Successful?

Over 3 million businesses have created Company Pages on LinkedIn, showcasing over 1.275 million products and services to customers and business connections. Does your company have a LinkedIn page yet? And why should you make one?

LinkedIn has presented details of some of the most successful Company Pages in the infographic below (including essential information about the amount of ‘ninja-related’ pages, obviously), and while some of the stats could be seen to be grasping at straws (hottest and coldest location, anyone?), there are some interesting insights into what comprises an effective LinkedIn Company Page.

LinkedIn company pages

LinkedIn named Mashable as having the LinkedIn page with the most engagement, though since its target audience are regular users and advocates of social media, perhaps its stats show a skewed vision of the capabilities of a less internet-related company. The most useful stats, however, show which updates perform the best with users, centring around interviews, behind-the-scenes looks at businesses, and company branding. Next on the popularity list are posts concerning career opportunities. Then we have tips and how-tos, best practice guides, fun facts and quotes. LinkedIn certainly leans more towards B2B than other social media outlets but nonetheless a personal approach still seems essential in engaging with followers on the platform.

The business network also recently unveiled a new feature which allow users discover who has viewed their updates – statistics which will help determine how different posts perform with contacts of different ‘degrees’. Similar to Google Plus’ ripples, the tool can assist users to track posts and adapt marketing strategies accordingly. It can also help to forge new connections with followers who engage with different updates.

What makes your LinkedIn profile or page tick? And how do you engage with your followers on the business social network?

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.

Drowing in Data? A Mini-Guide to Website Analytics

Are you drowning in data? Feeling overwhelmed by analytics? Every professional search or social marketing will tell you that keeping close tabs on your website performance and analytics is essential in developing a successful online marketing strategy but if you’re finding it hard to understand which metrics matter to your company, you may be making some ill-guided decisions.

Firstly, if your website data matters to you (and it should), hiring a professional web analytics firm to handle your SEO and/or social media marketing is a good first step, and needn’t hack a massive chunk out of your budget. We offer specially tailored contract-free PPC packages for small businesses and start-ups because we think everyone should take their digital marketing strategy seriously while still being able to afford it!

website analytics tips

So, back to basics: how can you make sense of your data and pick out the essential elements to help you keep track of your website performance? On a simple level, it comes down to three main points:

1) Visitor behaviour

2) Website performance

3) Conversions

To gauge the value of each of these elements, you need to identify the key performance indicators (KPIs) for your website and set specific goals to help you track relevant activity. Look at the breakdown below and think about the type of goals you could put into place to gather information on each point.

Visitor behaviour:

  • Where are your visitors are entering your site and which landing pages are getting the most visits?
  • Are visitors are leaving your website too soon?
  • How are visitors are navigating your site?
  • Are visitors making purchases/enquiries?

Website performance:

  • Which pages perform the best (and worst)?
  • Where are visitors leaving your site?
  • Are visitors being called to action and making conversions?
  • Are your pages loading fast enough?
  • Is your website connected to your social media sites?
  • Where are your visitors coming from?
  • What devices are visitors using to access your site?
  • Are your SEO and PPC campaigns performing well?
  • What keywords are customers using to find your site?

Conversions:

  • What is inciting customers to buy/sign up?
  • Where are your conversions coming from?
  • What is driving customers to your site?
  • Which pages lead to successful conversions?

In today’s business world we have an over-abundance of data and sometimes trying to deal with too much at a time can be the downfall of a company’s marketing strategy. What you really need to know is whether your visitors making purchases (hopefully, yes!) and how you can best track the KPIs of your website and the details of these conversions to make the most of future marketing efforts. You can leave the rest up to us!

About Ikroh SEO tm

Ikroh has over 35 years of experience in the industry.