ppc

For most businesses, Ads can be one of the fastest, most cost effective way of attracting prospects to your website. This is especially true for SaaS businesses. In my opinion, for most SaaS businesses, Google Ads should be one of the key staples of your marketing mix. I caveat this by stating that paid ads are only effective if the numbers stack up and there is enough margin to pay for traffic to your website.

If your Facebook and LinkedIn feeds are anything like mine, you’ll be targeted by loads of Facebook and AdWords gurus telling you how every business can make money using these platforms.

So you’ve got a website for your business - great! However, have you got a decent level of traffic? Whatever your answer, I’m sure you’d like more. Very rarely (if at all), have I come across any businesses saying ‘no’ to having more traffic. After all, traffic translates to potential business.

Pay-per-click (PPC), compared to other strategies such as search engine optimisation (SEO), is a quick way to drive traffic to your website. However, a lot of businesses instantly associate PPC with Google Ads, and who can blame them? After all, Google makes up over 90% of the global search market. However, research shows that other search engines, and in particular Bing, are slowly but surely increasing their share of the market. According to Search Engine Journal, Bing’s share of the search market is growing faster than Google’s. With this in mind, in this post I will outline 7 reasons why you must invest in Bing ads and make it part of your online marketing mix.

Conversion tracking is vital for every form of marketing that you conduct - and Google Ads is no different.

One of the great thing about Google AdWords is its ingenuity and the speed in which it rolls out updates for a tool of its size. In keeping with it’s originality, AdWords released their Message Extension back in October. You can find out more here. What are message extension? Just like all the other ad extensions, such as review and sitelink, a message extension appears alongside an advertiser’s ads on the search engine results pages (SERPS), making them bigger, more eye-catching and more feature-rich with the aim of increasing engagement. Here’s what it looks like on Google’s results page: As you can see, message extensions give users the opportunity to click to text a business straight from the ad. Having clicked on the extension, advertisers can include an initial pre-written text message. This is very helpful, especially for those consumers who are in a rush as they can easily send the text message. You should keep the pre-written text as generic as possible so it’s relevant to all users regardless of what their needs may be. Then, once the need of the user has been established, a more tailored response can be sent to them. Take this as an example: Advertisers are charged the same fee when a user clicks on a message extension as if they had clicked on the ad’s headline or another ad extension. How to implement message extensions Just like the other extensions that AdWords offer, the message extension is really easy to implement. Here’s a step by step guide: 1) From your AdWords account, locate the ‘Ad extensions’ tab:

With the year coming to an end, it got me thinking about how much has happened within the digital marketing field in 2016. Us marketers witnessed a huge number of changes and updates, whether that be in social media platforms or even Google itself. As much as it is tempting to explore all those updates in my post, I would like to focus on Google AdWords in particular.

Recently I published an article on how to find keywords using a phrase, website or category in Keyword Planner. As Keyword Planner is a very robust tool for keyword research, I’d like to focus this post on how to get search volume data and trends - another function available on Keyword Planner.

Conducting keyword research is imperative before any SEO or paid campaigns are launched as it gives you an idea of how popular (or not so popular) certain keywords are. Off the back of the research, you’ll be able to get a good indication as to the size of your potential target audience.