Highly focused keyword research will determine the most cost-effective approach to obtaining customers who are searching for exactly what you offer. Through the various research tools we use, we will develop effective paid search campaigns focused on meeting your target cost per sale or lead. By investing in Google AdWords, you will assist highly eager buyers in finding your site who wouldn't necessarily find it through traditional organic search engine optimization techniques.
In this case, we had problems with some of the specific consulting services. While they did drive a lot of traffic to the site, the on-page conversion rates were poor, so those ad groups had a negative ROI. We tweaked the landing page copy and adjusted the bids, and were able to turn them around into positively performing ad groups.
We used a process called AB testing or split testing where you create two slightly different versions of the same page. The best practice for split testing is to have an original version of each landing page and a second version which has small but significant changes to the design, call to action or offer.
In this case we improved the landing page copy by changing the headline, the wording and the key features and benefits. By tracking the number of conversions, in this case people who completed an online enquiry, and allowing enough time and data for the test, we could gauge which page had a better conversion rate.
With split testing, when one page has been proven to convert better, it Adwords campaign case studies becomes the baseline page.
At that point you can make another page to create another test and continue to optimize, improve and get better results. PPC compared to other digital marketing methods Pay Per Click campaigns offer major benefits and if done correctly can deliver excellent results. Still, I advise our clients not to put all their money on one horse!
Digital marketing is like having a stock portfolio in that you want to diversify and create balance. The main benefits of PPC campaigns are: You can turn PPC on and off fast; You can quickly and easily test new ideas or hypotheses at minimal cost; You can experiment with different keyword combinations to see which keywords convert best and which generate the most enquiries, value and revenue.
You can test variables like advertisement specials, landing page wording and time-based offers to find out what resonates with your customers and gets the most clicks.
Back to top How PPC helps optimise other digital marketing campaigns If you spend time optimising your PPC campaigns and have a good understanding of the keywords and phrases, that makes a huge difference to SEO and content marketing campaigns.
It takes the guesswork out of SEO and content because you already know which keywords succeed with your specific audience. As an example based on this client, initially there were 10 keywords for one consulting service they wanted to target.
By running a tight PPC campaign we soon found that, while five of the keywords converted well, the other five brought disappointing results. With that new knowledge, we could then optimize the most successful keywords to improve organic search and guide us when creating new content.
While we went on to optimise the site for all the keywords, those insights helped us work smarter, and get faster results with SEO because the PPC campaign helped us know which keywords to prioritise for improved organic search engine presence.
We designed the AdWords campaign to point to the directory, and measured how many users who clicked through on ads spent time in that areas of the website. The ads were scheduled to run all day long, with bid adjustments according to the time of day. Video Transcription. Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about AdWords and how PPC, paid search results can potentially impact organic results. Learn to create and set up complete facebook app install ads for iOS and android apps with in-depth guide, strategies and target audience techniques.
Back to top Google AdWords is often a safe way to start a digital marketing campaign The insights you gain from PPC are just one reason I often recommend it as a good starting point for dipping your toes into digital marketing.
In particular, if you have a small or fixed budget, then PPC is a good way to try things out because you can turn the campaign and marketing spend on and off quickly.
You absolutely have to allow a reasonable amount of time to let it run and tailor it to get the best results. There are best practices for setting up a PPC campaign which we follow with all our clients, but once the campaign has been set up it needs to be closely monitored and constantly improved.
Our client took this on board and gave the campaign enough time to be optimised in order to achieve phenomenal long-term results. So if you start a new PPC campaign and the first month is disappointing, I advise you not to just abandon it.
Measuring ROI in a non-transactional website Many of the businesses we work with, and not just small businesses, struggle with lead generation. If you remember in this case, goal completion was a prospective customer, a lead coming from the PPC campaign, completing the quote request form. With this client, we worked backwards to get the goal value.
Remember that the value will be different for every company and should be based on your own internal company data. Furthermore, lead value can change over time. We reviewed it quarterly with this client and I recommend that or at least every six months. This is where the sales process of the business plays such a crucial part in determining whether your PPC campaigns will be successful or not.
Having a great sales process matters! Of course, you have to be comfortable with the lead value you calculate and this method of assigning a lead value may not work for annuity businesses, or small businesses that generate recurring revenues but still have cash flow issues.
To work out a lead value where the revenue will trickle in slowly you may want to cap the lead value at one or two years.A guide to figuring out how much your AdWords investment should be. AdWords: Search Performance Marketing Case Studies In this section, you’ll find success stories from brands across a variety of industries that increased conversions and found new audiences by using products such as .
The case study was performed for a company that develops its activity in the baby articles sale field. The respective company that, besides the sale it had developed in the 7 own shops in Florida, it would pass on to the online sale, considering that this market offers it a real development possibility.
AdWords Case Studies CASE STUDY: MATTRESS MANUFACTURER INCREASES CONVERSIONS 42% WITH ADWORDS SEARCH & DISPLAY ADVERTISING MANAGEMENT, OPTIMIZATION Our client is a mattress manufacturer that has 6 stores throughout the San Francisco Bay Area.
Our new book is out now! "The Best of Global Digital Marketing: The Storybook" showcases 30 recent award-winning digital marketing case studies from different sectors across the world.
Each case study contains exclusive interviews with the creators as well as expert opinions. A Case Study for Creating International AdWords Campaigns ashio-midori.com Great strategy to make your keywords relevant and avoid irrelevant searches when it comes to create international AdWords campaigns.