Things to Consider When Choosing a PPC Agency
Whether you’re new to pay-per-click (PPC) advertising and are looking to start a new campaign or your current campaign isn’t performing as well as you need it to, there are many things to consider when choosing a PPC agency. All businesses and industries are different when it comes to PPC campaigns; however, the process of choosing an agency is similar across the board. Below are some things to consider when looking for a PPC advertising agency.
One of the first things you’ll want to consider in a PPC agency is their level of experience. A successful PPC campaign does more than drive clicks, which is what you’re paying for, so you want to make sure the clicks are leading to conversions and a positive return on investment (ROI). This can make managing a PPC campaign a complicated process, so you want to be sure you’re putting your trust in an agency that knows what they’re doing. Everything from placing bids to creating dynamic ads and landing pages has to be done in line with your campaign goals, business industry, and with an expert knowledge of the paid search landscape.
There’s Open Communication
It is important that your agency is available to you and that there is an open line of communication between you and your account manager. You should be updated regularly on your campaign’s performance, either through phone calls or in-person meetings. It also is important that you take the initiative to advise your agency of any changes to your business that might affect your PPC campaign. For instance, if you have new services or products being offered, changes to the website or are moving to a new location, this is vital information that your PPC agency will need to know. This is another reason why an open line of communication is a very important consideration.
Reporting is a vital feature of PPC advertising used to make sense of the campaign and understand what can be done to boost its performance. Make sure the agency has the tools and resources to provide you with comprehensive reporting so you can see exactly how your campaign is performing and get a clear understanding of where your advertising dollars are going. An agency with robust reporting will leave you better off because they will have a better knowledge of what makes your campaign successful and what needs adjusting; therefore, improving your ROI and making your campaign more effective in the long run.
PPC isn’t always the best option for many businesses. For example, your target audience might be too small, your competitors might be too large to compete with or your website might not be designed to make the most effective use of the traffic you’re directing to it. Whatever the reason, a good PPC agency won’t try to sell you a product that they know isn’t going to provide you with the results you’re expecting. Whether this means performing additional work before running a PPC campaign or suggesting a different advertising or marketing tactic that is better suited for your particular business, look for an agency that is transparent and realistic about achieving your goals.
Looking for a PPC Agency That Gets Results?
Strategic Marketing has a wealth of experience in PPC advertising and our paid search platform, SmartClick, can help drive traffic to your website with conversions in mind. SmartClick manages PPC campaigns across all major search engines, including Google Bing and Yahoo, with the ability to track web events and phone calls back to the keywords that generated them. SmartClick offers automatic optimization, detailed tracking and robust reporting, all in an easy-to-use dashboard. To learn more about SmartClick, contact Strategic Marketing by calling (561) 688-8155 or visiting our contact page.
Here’s Why Local Business Listings Are Important
The days of flipping through the yellow pages of the phone book to find a business are long gone. Consumers today go straight to the internet, usually on a mobile device, to find businesses that provide a particular product or service in their area. The information that is available to consumers on the web says a lot about your businesses, and it often determines whether or not a prospective customer will take the time to contact you or visit your store. Prioritizing local search management in your marketing efforts will benefit your business and play a large role in your business’s success. Below are three main reasons why local business listings are important and why all businesses, especially small businesses, shouldn’t ignore their local business listings.
They’re Valuable to SEO
Local business listings are a key component to any search engine optimization (SEO) strategy. Many factors go into determining the ranking of search engine results, and having consistent business information across the web is an important one. Search engines find business information so significant that most have their own local business directories, such as Google my Business, Bing Local and Yahoo LocalWorks. However, it isn’t enough to be listed only on the search engines’ directories. When ranking search results, third-party data is also considered, and businesses with the most consistent and largest presence across the web tend to be ranked higher than those with incorrect or missing business information. In order to rank high in the search results, you must have an up-to-date and vast online presence.
They Add Credibility
If the value of local business listings to search engines doesn’t convince you of their importance, consider the fact that they add credibility to your business in the of the consumer. When a prospective customer searches the internet to find a local business, they consider businesses with the most complete business information as reputable and trustworthy. This will encourage them to contact or purchase from one of those businesses over others. Since most consumers don’t have the time or patience to research aspects of your business or figure out how to contact you if that information isn’t readily available, you could be costing your business sales and customers. Local listings can give your business a positive first impression to prospective customers and can encourage customer loyalty down the road.
They’re an Advantage for Small Businesses
Prior to local search management, it was hard for small, local businesses to remain competitive with larger and more well-known corporations, mainly because consumers didn’t know they existed so their businesses weren’t being searched for. Now that the consumer marketplace is so vast and consumers have endless options to choose from when it comes to making purchase decisions, a quick internet search is all it takes for a consumer to come across a small business that is new to them but in the particular area they are searching. Local search management combined with a sound SEO strategy allows small businesses to be found online, allowing them to grow and remain competitive with other businesses of all sizes.
Here’s How to Make the Most of Local Business Listings
Managing your business’s information across hundreds or even thousands of directories and websites is simply not feasible for just one or two people. Information is bound to be mistyped or slip through the cracks, which can hurt your overall SEO strategy and your brand image. Strategic Marketing offers a cost-effective and time-saving solution for managing your local business listings.
SmartList is a local search management tool that makes your business visible in crucial times when prospective customers are actively searching in your area. SmartList manages your business’s information across thousands of publishers, including search engines, third-party directories, maps, consumer review sites and even GPS systems. You are also given the opportunity to enhance your listings with links, photos and videos. To learn more, contact us today by visiting our contact page or calling (561) 688-8155.
Common Mistakes Made with Banner Ads
Banner advertising has become a popular method for increasing traffic to websites while increasing brand awareness and generating more leads. Whether you’re using static banner ads or animated ones, this form of advertising has the potential to stand out because of its targeting capabilities. If you’re just starting out with this form of advertising or currently have a campaign running, you’ll want to make sure you avoid these mistakes that are often made with banner ads to ensure you get the highest return on investment.
Excessive Ad Copy
The main reason why banner ads stand out more to consumers is because they are generally more visually appealing and less wordy compared to other forms of advertising. However, many people make the mistake of incorporating too much text into the banner, which can take away from the overall design of the ad and make it appear cluttered. Excessive copy will likely irritate your prospective customer since it interrupts what they’re doing and they won’t click on the ad, or they will ignore the ad altogether. Be careful not leave out information though, as you don’t want to leave users guessing. Use text that is essential for the message you are trying to convey and make it easy to understand.
Irrelevant and Uninformative Landing Pages
Your landing page is where you get to go into more detail that is specific to the message of your banner ad. Be careful not to get carried away when it comes to writing the copy of your ad’s landing page. If a prospective customer clicks on your ad, you want to make sure you are giving them adequate information so they stay on your website and are more likely to contact your business or complete some other action. If they leave your website almost immediately after clicking on the ad, your entire campaign will suffer and perform poorly.
Where your ad appears on-page has a large impact on overall campaign performance. By now, most users know where ads typically appear on web pages, which can make it difficult to attract and engage them because they learn to ignore the content where ads are typically placed. Ideally, you want your ads to be placed where the user has the highest amount of concentration and within their eye-path on the page. In an even broader sense, you want to make sure you are positioning your ads in front of a strategically-targeted audience, meaning those who are most likely to actually become customers. Make sure your banner ads are appearing on websites that your target audience is most likely to visit, and don’t forget to utilize social media channels, like Facebook, when determining where to place your ads.
Not Rotating Ads
If you’re seeing a decline in engagement as your campaign progresses, it could be because you aren’t rotating and creating new ads over time. You want to keep prospective customers engaged and interested in your ads even after they’ve already seen one. Rotating your ads and incorporating new ones into your campaign can serve as reminders of your company, as well as attracting new users to your website. Remember to be consistent with design and messaging in order to increase brand recognition. You should have multiple ad sets, but they shouldn’t look like they’ve all come from different companies. Make sure each of your ads resemble other marketing and advertising components, and keep colors, fonts and themes consistent.
Need Help with Your Banner Ads? We Can Help.
Strategic Marketing is a full-service advertising agency that has been in business for over 25 years. We have the experience and dedication to manage your display campaign, and we are able to implement multiple types of display ads, including banner ads, based on your business’s industry, audience and goals. To learn more about how we can help, contact us today by visiting our contact page or calling (561) 688-8155.