After all, Google rules the internet, right?

Although Google unarguably retains the majority of the search market, Bing advertising shouldn’t be wiped off the radar. Instead of narrowing your options to just one PPC platform, let’s walk through why you should consider expanding your PPC efforts to Bing.

Bing Ads Vs. Google Ads – What’s The Difference?

If we dig below the clever algorithms, we can see that at their foundations, both Bing & Google are designed from the same concept.

That being, both platforms operate on a pay-per-click basis, to help businesses reach their target audience, drive traffic, and most importantly increase revenue.

Despite possessing a similar DNA, both platforms contain unique features and benefits that are advantageous over the other.

Bing Ads – The Benefits That You Should Be Considering

Google may seem like the holy grail when it comes to PPC advertising, however, Bing has some pretty attractive benefits that you should really be considering before you launch your next PPC campaign.

Here are just a few benefits that you can expect with Bing Ads:

Less Competition = Cheaper CPC’s

When it comes down to the search engine market, it’s common knowledge that Google holds the monopoly. However, despite Google having a larger search volume and reach than it’s competitor search engines, it certainly doesn’t mean that competitors such as Bing aren’t worth considering when it comes to advertising.

Let’s crunch some numbers:

• Bing currently has 34% of the desktop search engine market share worldwide
• There are approximately 5.4 billion monthly searches conducted on the Bing Network
• 135 million unique searchers
• Bing Ads reach 63 million searchers that aren’t reached on Google AdWords.

Although Bing may be lacking in the search volume front, it certainly makes up the ground on cost.

With less volume, comes fewer competitors, and when there are fewer competitors present it means that advertisers can take advantage of the cheaper cost-per-clicks.

In some instances, advertisers can expect to save up to 50% when using Bing for PPC.

Improved Granular Control

If you are pretty familiar with Google Ads, you will know that you can set a network, location, language, ad scheduling and ad rotation settings at the campaign level. However, ad groups remain limited to their campaign-level setting.

Unlike AdWords, Bing allows advertisers to make adjustments at the ad group level as well. This makes it much simpler to manage a sophisticated ad scheduling strategy.

More Search Engines

Expanding your reach has never been easier. Although Bing has less overall traffic than Google, it is comprised of 3 individual search engines – Bing, Yahoo and AOL.

So, when you advertise on the Bing platform, your advertisement is in fact seen across all three platforms, unlike Google, which only has 1 search engine.

This instantly connects you with millions of search and therefore expanding your overall search.

Easy Set-Up

If you’re looking to trail some Bing advertising for the first time, it couldn’t be more straightforward. Bing offers advertisers the ability to import their existing AdWords campaigns from Google.

This means that you need not waste hours recreating your successful campaigns from Google!

Give It A Go!

Bing Ads may not be taking the spotlight away from Google anytime soon, but that definitely doesn’t mean that it isn’t worth giving a shot.

Permitting that your advertising budget allows for it, leveraging both platforms is certainly a recipe for success!

The post Here’s Why You Should Consider Expanding Your PPC Activity With Bing Ads. appeared first on Eventure Internet.

Percentage of Spend

You typically will pay the agency a fixed percentage of whatever it is your spending on adverts. Often this is around 10% – so if you’re spending £10,000 a month, you’re being billed £1,000 on top.

Pros – Your bill reflects the size of the account.

Cons – There is an incentive to increase your spend, regardless of the merits.

Percentage of Sales

Like the percentage of spend, you pay based on the percentage of revenue driven by your adverts.

Pros – You are only paying for adverts that are directly generating sales.

Cons – Attributing sales accurately to first click is between difficult and impossible and you’re likely to overlook important top of the funnel opportunities.

Baseline

The agency runs the campaign without any changes being made for a period of time. From thereon in, they take a cut depending upon an agreed improvement in specific metrics, typically Cost Per Click.

Pros – It’s sounds great so you feel good when you sign the contract.

Cons – The agency tends to concentrate on specific metrics, rather than performance and your business. If they make just a small improvement in month one, they don’t then have to do anything else whilst still they get paid.

Fixed Fee

You pay X amount a month and the agency runs you’re PPC activity. Usually the bigger the size of the account (either in spend or in keywords) the more you pay.

Pros – It’s a fixed fee which is good for planning and the agency is able to concentrate on doing the best they can without perverse billing incentives.

Cons – It’s difficult to understand just what is being done – an agency can easily do nothing month to month and still get paid.

Hourly Rate

You pay based on how much time has been spent managing your account. Usually that means the bigger the account, the more work is needed (and thus billing is higher).

Pros – You only spend money when work is being done. And like a fixed fee, there are no perversion of incentive for doing a good job.

Cons – There are no guarantees that the work being done is helping. Doing work for the sake of it won’t help you to sell more but will create costs.

The post How Much Should Businesses Spend On PPC (Paid Marketing) appeared first on Eventure Internet.

An AdWords certification allows individuals to demonstrate that Google recognises then as an online advertising professional. You can only receive this accreditation after successfully passing the AdWords Fundamentals exam and either the Search Advertising, Display Advertising, Mobile Advertising, Video Advertising or Shopping Advertising exam administered by Google Partners.

There are several benefits to being accredited such as:

• Validate your expertise – Ideal for showing current and prospective clients that you’re a certified online advertising specialist with a personalised certificate. A Google Partners public profile page listing your certifications will also be made available.
• Help achieve your Google Partner badge – Agencies need at least one of their team members to be AdWords certified in order to achieve a Google Partner badge.
• Appearing in Google’s Certified Partner Listing – Google have now made it even easier to see what trustworthy certified partners are available in your post code range. Now if you’re looking for a company in Nottingham who knows their stuff when it comes to advertising, marketing and Google we’ll show up!
• Satisfaction of being recognised – It’s OK to say you can do something but it’s not quite as good as being certified.

By being Google Adwords Certified you can put your trust in us when we say we know how to handle your AdWords account. Within our Marketing department we have years of knowledge working with Google to achieve the best results for our clients so they don’t fall at the many hurdles Google throws at them.

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Are you using the correct keywords?

Using the right keywords, for an effective PPC campaign is crucial. Before a website is even built it is essential to do some Keyword research. Using Adwords, Wordtracker or similar platforms to find out what exactly the market is searching for is a great place to start. The research will help you decide which keywords should be used based on popularity (How many people are searching for that keyword) and price (the cost for a high page rank- “Max CPC”). The “right” keywords, in this case, are those that are going to lead into a visitor performing whatever action it is that you want them to ultimately take, whether it’s purchasing a product that you are advertising, signing up for a service or some other desired action. Don’t be too broad with your keywords, this could generate a lot of unwanted traffic and cost you a lot on your CPC. (Be Specific!)

So the keywords you have chosen are correct and you’re paying the top end CPC for a high page rank, what next?

Is your Ad copy good enough?

When designing PPC text advertising it is important to grab the reader’s attention this can be done by following these simple Steps:

•  Use actual keywords in the ad copy
•  Include a strong call-to-action “While Stock Last!”
•  Making it Exciting, Quirky and most importantly, Relevant!
•  Correct landing pages? Are you sending people to the right page?
• Spelling and Grammar? Do you have the correct spelling, grammar and punctuation? Missing out simple commas could potentially be a disaster for your campaign.

“My PPC campaign is generating traffic but still not converting”

So you are using the correct keywords, the ad is great, the impressions are high and the Click through rate is good, so why are you not converting? This may be down to the following factors:

Price

Is the Price of your product too high? Make sure if you are new to the market you offer the best price and if not there is some form of promotion or incentive.

People may not know about the market price and get put off when they click through. If this is a factor it may be worth stipulating the price in the advert to avoid confusion.

Page

Another issue may be the site itself. If certain adverts have been generating traffic and failing to convert you may want to take a look at the page in question. Are there any obvious mistakes? Is the primary message (be it a product, category or service page) obvious? Is the design up to scratch? Are there any Navigation Problems?

If any of the above is a factor it may be worth while doing some user experience and A/B testing, to see how people use the site.

Are you both online and in store?

A lot of the time people may get their initial referral from the PPC advertisement but may go to purchase in store, it is important to see this bigger picture and may be worthwhile finding how your customers found you, it may well turn out that your PPC is in fact bringing in the right traffic.

High involvement clicks and mortar business’ will often have online “window shoppers” as their customers will often spend considerable time and effort in searching for the right product. For example if you sell cars the majority of your click through will be from window shopping as it is a high involvement, high thought processed decision.

Product

If all above checks off right it may simply be down to:

• Is the product/service good enough? Check what are the competitors doing and see where you might be missing a trick.
• Stocking Issues, Do you have enough in stock? If you cannot supply the demand you will not make the sale!
• You may be in a market where conversions are more prominent in particular seasons, take this into account and don’t be upset that your range of jumpers are not selling too well in the summer.

Finding what converts…

Once you have found what converts, it is important that you stick with that system. The bottom line is that sometimes you just need to accept that you’re getting the best quality and quantity of traffic Google can give you on a particular keyword scenario. Of course, you need to be profitable overall, but it is completely possible to ‘mess up the mojo’ with what is working and shoot yourself in the foot by trying to get more for less. When developing a working campaign, Keep your old campaign paused, not deleted that way if your new campaign is not converting you can always revert back to the old system.

The post My PPC campaign is not converting…..But Why? appeared first on Eventure Internet.

According to Google online businesses could be looking at a figure as high as 97% of new visitors that do not successfully convert during their first visit to a website. There are many reasons that this could happen including price issues, website design, a simple ‘wrong click’ or even a distraction part way through purchasing that caused the user to leave the site.

Targeting With Remarketing

Available to all PPC advertisers via the ‘Audiences’ tab within Google AdWords the retargeting feature allows advertisers to create targeted messages and reach previous site visitors with relevant messages such as discounts, free delivery or even a handbag to match the shoes they bought last week, the opportunities are endless.

By leaving a cookie on the user’s computer minutes, hours, days or even weeks later when that same user is browsing the web, and is active on a website that is part of the Google Display network, a specific PPC advert can be displayed to them encouraging them to return to your website and convert.

Flexible Marketing For Everyone

This tool is not just for retailers and it isn’t just to capture those users who didn’t convert. It offers an ideal platform for cross and up-selling products and services for ecommerce websites as well as increasing brand awareness with all existing converted customers. It doesn’t matter if you need to increase sales , registrations or awareness of a brand, remarketing can be a strategic component of every type of campaign. As the advertiser you decide what you want to market, who to market to and what incentive, if any, you are going to offer.

Popular Remarketing Targets

Because it is so flexible and allows the use of all ad types including banners the Google Remarketing tool really can help you reach an amazingly wide range of site visitors. Some of the most popular remarketing lists to get you started include:

Non Convertors – target the users who browsed your site but didn’t buy, register or contact you.

Abandoned Baskets – people often put things in their basket and then leave the site, remind them that they were going to buy and get them to come back and complete the sale by offering incentives.

Converted Users – This list is more than likely already in your AdWords account as the conversion tracker. Use this to target people who have bought from your site and up-sell and cross sell additional products or services to them that you know they need but they just haven’t realised it!

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1-      PPC

Paid search, or PPC, is a great place to start to see quick results and to get your site onto the internet. Services such as Google Adwords can be highly effective as a short term tactic to quickly increase the traffic to your website.  Beware though, this form of online advertsing, if done badly, can be very costly. It pays to have an experienced PPC account manager to take over the account if you can afford for that, alternatively do some online training before jumping in!

2-      SEO (Search Engine Optimisation)

It is vital that your website is visible to your potential internet users meaning it need to be as search engine friendly as possible. Over 75% of users (internet that is), are using a search engine before they make a purchase of goods or services.  As 92% of people never go beyond the second page, your goal should be to be listed on the first 2 if possible of the main search engines such as Google, Bing and Yahoo. This is something that should be done on a regular basis. Drop it, and your website is gone among the millions of others.

3-      Social Networking

Everyone has heard of Facebook and Twitter and everyone wants to be part of them on a personal level and  for many businesses becoming part of these networks is a great idea as well as it provides an invaluable way to get directly in contact with your potential customers. Beware though Facebook and Twitter don’t work for all businesses and can be time consuming so be sure to set certain times to one side to work on these social networks.

4-      Blogging

Blogs are a great way of sharing thoughts, ideas, and reviews to other visitors. By adding links to those blogs, you will increase chances to be found by search engines. You should consider writing a blog with what your website is about.

5- Surveys

Maybe including a survey onto your website, or as part of an email broadcast, which will allow visitors to interact with your online marketing? If you are not sure what to write about, you could offer topics on relevant subjects, feedback on the services you offer etc…

6-     Email Newsletters

This is a great way to offer special offers, tips, articles etc… You should have a signup facility to offer directly on your website.  It encourages your visitors who are not ready yet to make a purchase to be up to date with your company.

7-      Online Directories

You will, by submitting your site to directories, not only increase your web ranking, but you can also drive the visitors directly to your site if you placed it in the right category.

8-      Free Information

People use the internet mainly for information. By giving free things such as guides, tips, “How to”, article, fact sheet etc… you will allow your visitors to find your website easier.

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