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Category: Pay-Per-Click

  • How To Start Pay-Per-Click (PPC) Advertising Campaigns & What Channels To Use

    How To Start Pay-Per-Click (PPC) Advertising Campaigns & What Channels To Use

    In the world of digital marketing, there are two conventional methods for driving new business to your company and website. Each has tradeoffs, but both are similar in their end result of working to increase a company’s lead volume and more revenue.

    1. SEO:
      • Methodical
      • Focused on long-term acquisition of market share in the digital marketplace
      • Results seen over long period of time, not immediately
      • Cost-conscious and affordable for most businesses at various levels
    2. PPC:
      • Aggressive
      • Short-term gain of clicks, impressions and leads
      • Results can be sustained, but realized very quickly
      • Expensive and sometimes cost prohibitive based on industry

    SEO is incredibly important to every company’s long-term success, and there are great ways in which SEO and PPC can work together to create even stronger results. But, this article is a focus on the proper strategies for building up PPC campaigns, how to structure them and when to use them most effectively.

    Types of PPC Channels

    While PPC might sound like one specific strategy, there’s a lot more that goes into the process of even picking which is the proper channel to engage in with paid ads. Even then, various channels and platforms offer different ways of delivering your ad to users across the web.

    The most popular channels that see significant PPC spending is the paid search and paid social media space. While we will address the positives as well as shortcomings of each further in this article, there are many options to consider. From Google to Microsoft or LinkedIn, Facebook, Instagram, X (Twitter) and more, there are plenty of channels that could help promote your brand and drive more business.

    What Kinds of PPC Campaigns go on Which Channels?

    Each platform or channel offers many types of advertising. There are a few basics that dominate most of the ad spend with small, medium and large businesses and are the most popular across business scale and industry.

    1. Paid Search Ads

    These are most common on search engines, think Google Ads or Microsoft Advertising. Paid Search Ads essentially overpower the traditional search results on a Google search result page (SERP) and push your ads that look just like normal, organic search results. Advertisers pay by the click of each of these, but automatically have a “bid” of how much they are willing to pay for a click for the ad to appear. Higher budgets usually lead to more appearances of the ads, leading to more clicks and more conversions. High competition can drive prices up, but finding the right keywords can make this type of advertising very fruitful for any business. It’s no wonder why this is by far the most common form of digital advertising today.

    2. Social Media Sponsored Ads

    These ads showcase your business in various ways on social media feeds. These are often made to look like a normal post from a friend or business, but only it’s sponsored and with the proper demographic targeting data, can get a product or service in front of the right eyes. This type of advertising is functional for very specific types of businesses, like e-commerce or companies with content/services that have particular virality. Most businesses, even if they think they might, don’t have this very rare asset, and find social media advertising most beneficial for Remarketing.

    3. Shopping Ads

    Shopping ads are specifically for e-commerce businesses that offer products for sale directly online from their website. With the proper setup, these ads can help drive users to your products without knowing what your business is, but knows they need a product you sell. These ads can help drive new, untapped business without the user even needing to get to your website to purchase.

    4. Display Ads

    This form of advertising is much more visual and requires more setup work than Paid Search Ads, for example. Display ads often involve some well-produced video content or image assets that help portray your business through visual media, like YouTube or other video streaming. A lot like Discovery Ads on social media platforms, you’re giving your business an identity and a chance to explain what you are trying to sell, with the intention of a user being captivated in the short time they have to convert.

    5. Email Display Ads

    Not to be confused with Email Marketing with list building and expansive campaigns, Email Display Advertising is somewhat of a hybrid between various forms already mentioned. It combines the emphasis on text content like Paid Search Ads, but shows up in a more passive sense like Social Media Ads. These ads appear in users inboxes, like Gmail inboxes, with a small “ad” tag to differentiate between real, spam and advertising mail. Google charges by the click to open the message. This form of advertising can be used best with specific demographic and audience attributes tailored to who might be the most interested in your product or service.

    6. Local Services Ads

    One of the newest forms of advertising on Google, these ads put Paid Search Ads to shame with their heightened importance and prevalence on a SERP. These ads appear in the same place as normal Paid Search Ads, but often bump those traditional ads down and showcase at the very top of the page. These ads are available for specific industries that are common enough for search results to generate a Local Services (or often seen as Google Guaranteed) section. This section provides a green checkmark, large info about a business, even an image of the logo or primary contact at the business.

    This type of ad requires much more vetting on the backend from Google with verification and identification, but the benefit is that Google gives your ads prime real-estate on the SERP to gather leads. Budgeting is separate from traditional Google Ads, but can be set at any limit, and you are charged per phone call to your business through the ads. In the backend, there are options to see call duration, topic, and at times even a transcript of the initial call to your business.

    7. Discovery Ads

    This type of advertising is in the same type of virality-necessary type of ad. Showcased in various social media platforms explore pages, this type of ad capitalizes on trending activity and the potential for a completely uninterested person finding your products or services and becoming interested within a timeframe to convert with your business.

    What Are Some Downsides to These Types Of PPC Ads?

    There are a number of downsides, inefficiencies and items to consider about each type of advertising to make sure it would make the best sense for your business to be spending its hard-earned money. It only makes sense to run ads if it makes a difference for your business and helps improve your bottom line, increasing leads and traffic.

    The biggest thing to consider about your business is its recognizability in the marketplace. Are you an established brand with a good reputation in your community beyond just your clients? If so, you have the blessing of being able to be more adventurous in your ads. With brand viability, you can engage in email and display advertising, as well as social media advertising. Those can be difficult for companies to use when starting out as a new business or one with little name recognition, meaning the place to start is almost always Paid Search Ads.

    While display ads use the continued emergence of video across the web, the best chance to convert is with clips of well-produced video. A lot of businesses either 1) don’t have video ready to use or 2) don’t have the content or capacity to create such videos. It can be a losing effort to push hard for the video content when it has a more difficult chance of converting users to new leads.

    The Social Media Ads Asterisk*

    Social media ads are controversial. Many businesses think of this type of advertising first, but without certain brand recognition, conversion rates are untenable. Given the passive nature of social media, getting someone to click on your ad who wasn’t particularly looking for what your business can provide is a monumental task, and one that has proven time and time again that it doesn’t work for a majority of businesses.

    One aspect where it can provide some value on the offensive, is more awareness with a Retargeting campaign through social media ads.

    Retargeting campaigns take a tracking pixel associated with users who already visited your site at some point, and finds ways to show them ads for your business, keeping your company at top of mind for someone who has interest in your services or products and is more likely to convert. Your digital marketing partner will be able to set these ads up in short order and bring some value to social media ads.

    PPC Ads In A Nutshell

    It’s a major commitment for any business to make the leap and start running digital advertisements. It’s important business leaders have the right information, strategies and team in place to implement any ads that are aiming to drive more leads and revenue.

    Paid Search Ads are a great place to start, and these can be easily set up with little background information and the help of a digital marketing. When venturing into the more advanced forms of advertising, it’s important to realistically understand where your business is in the marketplace from a reputation, awareness and competitive standpoint.

    If you’re ready to jump in to PPC advertising, contact our expert team at DigitalParc to help you get started right away.

  • PPC (Pay-Per-Click) Trends To Use Heading In To 2023

    PPC (Pay-Per-Click) Trends To Use Heading In To 2023

    If your business is focusing on using pay-per-click ads to supplement your incoming leads and new customers, you certainly understand what a competitive space the digital marketplace is today. With a crowded organic space, paid ads can be just the ticket to help elevate your company higher on the search engine results pages (SERPs) to attract new business.

    Google’s search engine has major algorithm updates and changes all the time, with five or six core updates each year and more minor ones every day. But what about the trends within pay-per-click ads? What methods will work well for the upcoming year to help maximize your ad spend dollars and result in more efficient leads and loyal customers? Read below for some trends you can employ in your PPC campaigns for cost-effective, productive ads.

    Smart Bidding

    Smart bidding has become incredibly efficient in recent years. If your paid ads campaign isn’t employing a strategy that involves smart bidding, it could be falling behind your competitors.

    Bidding strategies have evolved past just maximizing clicks to generate leads. As Google’s AI has evolved, it is much better at predicting user behavior from search history of users and those who have already interacted with your business and those in similar industries. Smart bidding strategies such as Maximizing Conversions with Target CPAs or setting a Target ROAS (return on ad spend) can help Google best spend your budget. These are key to maximizing efficiency and reducing budget wasted on clicks that are less likely to proceed through the sales funnel into a worthwhile lead or customer for your business.

    Understanding Value Of Leads 

    The best trends sometimes can be the tried-and-true ones. That is absolutely evident in businesses understanding some of the basics of their leads and customer base. Google’s AI is continually getting better at understanding more context around searches on its platform. The Google Ads interface has also been making it easier to enter contextual data about your business so it can learn best where to serve ads.

    If your business has a major sales performance management software, there’s a chance it could be integrated with Google Ads to import anonymous data points that can help the system learn more about your core customer base, and therefore serve good ads to people that are most likely to convert.

    Additionally, take advantage of the various inputs like conversion value to give signals to Google on what type of leads are the best for your business. Assign dollar values to phone calls, form submissions or other types of conversions to show which bids and conversions to prioritize more than others. Are mobile users more valuable than those on desktop? That prioritization is customizable, too, so your business is using its ad spend more efficiently.

    Try New Ad Types

    If your business has engaged in Google Ads in recent years, you likely did most of your advertising via Expanded Text Search Ads. One of the most notable items of 2022 is that Google phased out that type of ad and stopped allowing those to run in June. This basic type of ad is best left in the past, though, as Google has developed much broader and effective ad types to choose from.

    The most common replacement for Expanded Text Ads is the Responsive Search Ad. RSAs offer more headline and description options and allow for more programmability for location and service to more keywords.

    To diversify your ad serving and capture a higher market share, consider adding different types of ads and compliment your existing targets. Dynamic Search Ads (DSAs) are incredibly valuable in that they capture targeting related to your web content and searches that the account administrator may have missed. While your attempt is to be as thorough as possible, often search habits change faster than the data can tell you to manually adjust it. DSAs help make up that gap in your ad serving on the search network. Display Ads are important for serving on website ad space, videos and other articles online. This can help capture users on sites related to your business and videos about services or products you offer, different than search ads where there is some more initiative from the end-user to see the ad in the first place. Local Search Ads are relatively new to the Google Ads realm, helping serve ads specifically to local service searches that show up in maps and in Google’s new “screened” ads section for certain industries.

    In Summary

    Google’s Ads platform is evolving as fast as many other parts of the web, so it’s important to keep up on what can make a difference for your business for the better and rise above the competition. DigitalParc’s PPC experts are ready to manage your ads campaigns and help your business thrive. Our experienced pay-per-click team has more than 10 years of working with Google Ads, as well as other online ad portals, so we have the background to effectively give your ads the best shot of succeeding with users. We have also been recognized by Expertise.com among the Best Pay-Per-Click Agencies in Minneapolis in 2022.

    Contact DigitalParc today at 612-845-5590 or fill out our form for your digital advertising needs!

  • Using Google Remarketing to Increase Profits

    Using Google Remarketing to Increase Profits

    It is an advertiser’s worst nightmare. A customer visits your website, browses products, reads online reviews, and they are mere seconds away from clicking the purchase button or giving you a call for a service consultation. Suddenly, the potential buyer leaves the page for some unknown reason. Maybe the got a phone call and had to leave the house in a hurry, or maybe they forgot to plug in the laptop to charge. Whatever the reason, your customer that has interacted with your marketing and your website is now floating in the wind from a buying perspective. There is a chance that they may come back to your site later, but once a customer’s eyes leave your page, your chance of getting a conversion falls substantially.

    Luckily, there is now a way to give your potential customers reminders of your product or service after they have left your site. This is accomplished through the use of Google remarketing tags. The process for creating the tags is simple. A small section of code will be placed on various pages of your website. Once a user visits this page, they can be added to the remarketing list for specific terms, and they are accessible to you outside of your website. There are three highly effective ways to utilize this marketing tactic and bring back the wayward sheep of your customer flock.

    Remarketing for Paid Advertising

    The first Google remarketing method is utilized through PPC advertising. You can create a customized campaign for those who are on your remarketing list. You have the option to choose which keywords you want your ad to display for. If you have an individual who visited your site and viewed the “Televisions” page, you can then make sure that your ads appear the next time they search Google for “TV or Television”. Also, you can customize your PPC advertising bid for those on your remarketing list, meaning that you can bid higher amounts for those valuable potential customers.

    Remarketing on Google’s Display Network

    If you want to make an impression outside of your website and the Google search section, you also have the option to remarket on the Google display network. Your ad will have the potential to show on specific Google partner websites when a remarketing customer reaches their page. If you have a remarketing set for any ski-related terms, you can make your ski ads appear on Aspen vacation websites and provide a complimentary item to what the partner website has to offer.

    Dynamic Remarketing

    If you want to create a highly personalized advertisement that will appeal to a very specific customer group, you can participate in dynamic remarketing. This process allows you to tailor a custom ad that can display specific products or prices, and certain calls to action for a potential customer that may have put an item in their cart or compared specific products. This approach can be very useful for bringing back a customer who was previously on the fence. However, this type of remarketing should be used sparingly and intelligently.

    Remarketing on Google can be a great tool in the utility belt of any savvy marketer. The key is to make sure that your message is consistent across all mediums, and you present your product in an inviting way without becoming overbearing. Good luck in your marketing efforts and thanks for reading!

    -By Evan Wright

  • 5 Little Known Tools to Enhance Your SEO and Digital Marketing Approach

    Search engine optimization (SEO) is like an arm wrestling match. Even if you let up for a moment, your competition can quickly take the lead. Once your website loses its spot on the search engine results page (SERP), it can be a major challenge to get your placement back. This is especially true if you are in a highly competitive industry. If your competitors are savvy when it comes to digital marketing, they no doubt utilize Google’s suite of Internet marketing tools to monitor and boost their online reputation. With such fierce competition, how can you get ahead? You should be using tools that your competition likely does not know about. You may want to employ the five useful SEO and digital marketing tools below for a competitive advantage.
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  • 5 Costly Yet Common Google Adwords PPC Mistakes

    5 Costly Yet Common Google Adwords PPC Mistakes

    Google Adwords pay-per-click (PPC) campaigns must be composed using the right strategy. Marketers must take into consideration everything from the finding the right keywords to using the appropriate content to match it. If done correctly, your return on investment (ROI) from PPC can be massive. For example, you could end up paying $3 for a single click and end up generating $300 in revenue from that particular consumer. However, if you are not thorough during every step of the way when establishing your campaign, it can be easy to drain your budget without generating leads or sales. Here are five common reasons why you are losing money on your Google Adwords campaign.

    You are focusing on the wrong things

    The number one factor you should be focusing on when launching your advertisements is sales and profit, not the number of visits to your site. When your ad drives a lot of clicks, the cost of each click goes up. If your site is not converting, then you will find yourself losing money quickly. We recommend bidding on keywords that are not as competitive but still inspire buying habits.

    Keywords and content do not match

    When you prepare your content for the ad, the content must be consistent with the keywords that you bid on. When Google assesses your ad, it gives it a quality score. The higher the score, the less you will have to spend on bids. If you hastily create your ads, you will get charged more per click for having a lower score. Conversely, ads with poor content are not going to convert, which will cost you more money.

    You do not use proper keyword matching

    Google supplies you with a broad matching program in its keyword planner. This tool will give you an idea on what keywords to pursue, but you should not trust it completely. Dig a little deeper to come up with more conclusive data to match the buyer’s intention. If you take a very limited approach to your keyword research, you could lose a lot of money. Google has more specific features to help you learn more about the buying intention of your audience, including its Exact Match, Phrase Match, and Negative Keywords options.

    You leave your bidding strategy unmanaged

    Starting an Adwords campaign without any strategic planning will probably get you nowhere. Not only should you plan extensively before you launch a campaign; you should constantly manage your process and make sure that you are not spending too much. It is helpful to monitor what keywords are driving the most profitable sales and comparing them to what keywords are driving the most visitors. It is all about finding the customers who are the most likely to convert.

    You leave your campaign unsupervised

    There are ways to improve upon your campaigns after they have launched. You do not have to stick to your original terms. You can make your ad target a specific region. This may cost more money immediately, but if changing your radius leads into more conversions, it will be well worth it. If you end up spending more money than you planned, make sure it was intentional. Do not simply let your funds drain away through ineffective marketing.

    There you have it! Make sure you implement the right strategy and pay close attention to the progress of your campaign. It takes a lot of work to run a successful PPC campaign, but if managed correctly, you might see a massive generation in revenue. If you are intrigued by the prospect of lead generation and higher conversion rates through PPC, contact DigitalParc and learn about our PPC advertising solutions. We have been selected as one of the Top PPC Management Agencies In Minnesota by DesignRush.

  • How Biased Habits Affect PPC Performance

    How Biased Habits Affect PPC Performance

    Management is a craft that is both universal, and unique. Managers must make decisions that protect their business and drive revenue. That said, one style of management is not necessarily better than any other. Unless, of course, the latter method simply doesn’t work. Regardless of how managers operate individually, experience teaches them how to make critical decisions that affect the long-term and day-to-day activities of their business. PPC management and online marketing is no exception. PPC and SEO managers work non-stop to keep their websites relevant and well ranked. That said, you’d be hard pressed to find a group of online marketing managers that do everything exactly the same. Like every other management position, they bring their own personal biases to the table. But can those biases have a negative impact when optimizing your website? Columnist Ben Middleton points out how biased habits affect PPC performance. (more…)

  • Common Pay Per Click Advertising Misconceptions To Be Aware Of

    Love them or hate them, pay-per-click advertising campaigns are (and have been) a staple of the social media advertisement space for years. Many of these campaigns have been directly responsible for increasing businesses profits tremendously while some have cost hundreds, if not thousands of dollars with little to nothing to show for it. Part of the problem lies in the so-called “best practices” of running an effective PPC campaign. Here are some common pay per click advertising misconceptions to be aware of and the truths behind them.

    Common Pay Per Click Advertising Misconceptions

    Click-Through Rate is the Most Valuable Metric

    CTR may be the main goal targeted for certain campaigns, and that is generally fine. If that’s the case for yours, then you needn’t pay any attention to this one, but for the vast majority of campaigns run by businesses, there are other factors at play that need to be paid attention to. Conversions per impression, for instance, may paint a more vivid picture of the overall profitability of your campaign. While it might be tempting to set your rotation to optimize for clicks above all else, this is a dangerous move to make. Just because a potential customer is more likely to click through on your campaign, doesn’t mean that he or she will convert just as easily.

    Using “Exact Match” Will Always Yield the Best Results

    Depending on the nature of your campaign (and your niche in general), it may be prudent to utilize exact match instead of broader keywords or phrases. However, when it comes to a high-volume target, this often is not the case. The narrower your point of entry is, the harder it is to scale down your cost per acquisition, leading to a less-than-effective campaign, all told.

    Keyword Position Doesn’t Matter/Keyword MUST Be Number 1

    During many campaign runs, advertisers will generally not care if their keywords drop below 5 to 6 for their respective categories. By the same token, many will ensure that their keywords never drop below the number 1 spot across their entire campaign. There is a happy medium to be had here, and it’s all in the details. Your average spot being high up is very important, but if you are in the 2 to 4 range, you may be paying less for virtually the same results as the number 1, per category. It is important to “play the game” from keyword to keyword, optimizing the most effective ones and underplaying the under-performing.

    Using Broad Match Alone is Enough For A Campaigns Success

    This one is a bit tricky in practice to perfect, but the idea is that lots of brands will use very broad terms with no additional information, almost in a “set it and forget it” fashion. While this approach can be effective in large volume campaigns where CTR is the king, adding in a few negatives, or even a modified broad match term can really do a lot to lower the overall cost per acquisition, increasing the results of your campaign dramatically!

    Keep these misconceptions in mind when planning your next PPC campaign.

  • DigitalParc Is Now A Google Partner!

    Google Partners is Google’s program for advertising agencies, digital marketing professionals and SEO consultants. The program is designed to help agencies stay informed on current trends. In addition, the program offers agencies access to updated educational material related to Google’s vast and ever-growing list of tools and services.

     

    The digital world changes rapidly and it is crucial that you stay ahead of the curve. Having become a Google Partner, the team at DigitalParc will have even more resources to significantly improve the Internet marketing ROI of its clients. Our status gives us access to Google’s newest features, even before they are available to the public. Any project assigned to our team will be completed faster and in a more effective way.

     

    Search engine optimization (SEO), pay per click (PPC), content syndication, social media marketing, and web design are only a few of the many avenues that businesses should take to enhance their reputation and online visibility.

     

    Of course, not every business has the resources needed to make use of every major digital marketing opportunity. Some business employ entire teams to strategize and manage their campaigns and marketing initiatives. Others partner with professional digital marketing agencies – such as DigitalParc – to ensure they remain competitive online. Working with an agency will not only enhance your ROI; it is cost-efficient. DigitalParc offers services at the most competitive rates in the industry, delivering superior results throughout the process.

     

    DigitalParc is an Internet marketing partner that specializes in web design, SEO and paid search. We continue to work passionately to keep our clients ahead of the competition. By becoming a Google Partner, we have made an even stronger commitment to our clients and our craft.

  • The Top 3 Forms of PPC Advertising

    Pay per click advertising is usually referred to as PPC within the world of Internet marketing and advertising. PPC advertising means that you or your business (the advertiser) will pay a fee every time someone clicks on an ad that you have placed online.

    PPC advertising is a results-driven and targeted effort ad campaign that drives traffic to your website by paying for that traffic (rather than gaining the visits organically through search engine queries). Google AdWords, display ads and retargeting are all popular and powerful forms of PPC.

    AdWords

    AdWords is Google’s online advertising service. It allows you to purchase targeted ads that you pay for only when someone clicks on your ad. When you utilize Google’s AdWords as part of a PPC campaign, you can bid for ad placement on Google’s search engines and websites, as well as on the websites of their partners who provide Google services.

    Because research continues to demonstrate that nearly 90 percent of people performing web searches do not click beyond the first page of search engine results, search engine advertising remains the most dominant form of PPC. Having your business or organization appear on the first page of a Google search nearly guarantees traffic to your website. When it comes to Adwords, if traffic is not driven to your site despite your ad placement, you do not pay for it. This allows you to greatly reduce your risk of spending advertising dollars without gaining any positive outcomes.

    AdWords lets you set a budget and bid for an ad placement within Google’s search engine. Your ad appears when users search for key phrases or search terms that are related to your business or service and appear as a result listed as a “Sponsored Link”.

    The ads are usually comprised of a title and a short description of the service or product that you are advertising. Although the ad may appear on the first page of search engine results, you have the option of only paying for the ad if someone clicks on it, thereby being directed to your website.

    Creating a PPC campaign with AdWords is fairly simple to do. However, many businesses utilize Google AdWord Management to most effectively target their market and drive traffic to their website that is most likely to result in a sale or completion of a call to action. While spending money with AdWords will certainly lead to more website traffic, the ultimate goal of that traffic is to gain sales. That is why targeted ads are critical to a successful PPC and AdWords campaign.

    Display Ads

    Display Advertising is a popular component within AdWords. Display advertising is often utilized as part of a PPC campaign and includes using banner ads, video ads, multi-media advertisements, audio clips and much more to make your ad appear more prominently than a typical AdWords link. You can set your budget for your display ads and create the advertisements that you wouldd like to see displayed.

    Display ads allow you to target your audience using a variety of targeted marketing efforts, including demographic targeting, interest targeting, topic targeting, automatic placement or managed placement.

    Automatic placements allow Google to decide where your display ad will be promoted. Typically, you will want to utilize some sort of targeted market information in order to optimize the results of where your ads will be shown. Managed placement (also known as contextual marketing or targeting) gives the advertiser complete control of where their display ads will be placed on the Internet by allowing them to specifically state which websites they would like the ads to appear on.

    Demographic targeting allows the advertiser to set specific statistical information about whom their display ads are shown to. For example, an advertiser may offer a service or product specifically designed for men in their 40s or for women in their 20s. Demographic targeting assures that your display ad will be shown to that particular audience and is most optimally used in conjunction with keyword targeting.

    Topic targeting uses keywords to have your banner ad, video, audio or multi-media ad displayed when searchers are looking for a specific topic or term, while interest targeting focuses on the interests of the searcher, not necessarily the topic that they are looking for.

    Display ads can offer a powerful boost to any PPC campaign, but they also have been cited for their drawbacks, the largest of which is that they are known to irritate the user. Examples of display ads that might deliver negative results are ads that automatically begin playing upon a search, rather than letting the user select the ad or link.

    Retargeting

    Retargeting allows an advertiser to continue to interact with potential customers after that person has visited their website and left. Retargeting is a popular PPC tool because it is a generally accepted fact that roughly 2 percent of first-time website visits result in sales or the completion of a call to action. Retargeting allows businesses to stay connected to users that did not initially utilize their service or purchase their product.

    Retargeting varies from other forms of PPC campaigns in that it only targets users that have already visited your businesses website. This allows businesses to funnel or drill down the retargeting strategy to specific parameters, including detailed data based upon users that went to a specific page or product on the company website. Retargeting allows you to spend advertising dollars only on potential customers that have clicked onto your website, versus regular display ads or PPC ads where you spend money on people that click on your site for the first time.

    Retargeting is optimally used with AdWords as part of a larger marketing effort, including targeted topic ads. Retargeting drives traffic to your website largely as a conversion optimization tool, with optimal results seen when used as a component of a detailed PPC campaign.

    Retargeting is the placement of a Javascript code (also known as a pixel) on your website that is not detectable by your visitors. The code is extremely small and does not interfere with the functionality or responsiveness of your website. After someone visits your website, the pixel anonymously adds a cookie to the browser of the user. This cookie tells the code, or pixel, to track your audience as they continue to navigate the Internet. When users are surfing the web later, the retargeting provider is prompted to deliver your ad only to people that previously visited your site. Like other PPC campaigns, you can exert quite a bit of control over where your ad is seen by selecting which sites you would like your ad to be displayed on.

  • Why A/B Testing is a Valuable Marketing Tool

    When it comes to marketing your product or service, there is much to be said of A/B testing. This is the process of testing two versions of a product or service to see which is more popular among the masses. It is valuable in helping anyone with either a new business or product determine how well it will do. It is also helpful if you have two different website styles that you want to check out against what the crowd likes. This can give you the edge on the competition and allow you to use the one that best fits the market needs.

    What Can A/B Testing Be Used For?

    A/B testing can be used in all market types and is an excellent measuring tool with regard to what your niche market needs or wants the most. Marketing practitioners can perform these tests on a random group to see which product or marketing platform is the most affective for your niche clients. With professional help you can get the most for your money in your ultimate marketing plan and use what is proving to be the best laid plan for your situation.

    A/B split testing is largely used to enhance pay per click (PPC) campaigns, especially in when it comes to testing which alteration to your on-page elements – such as your headings and product images – yield the highest conversion rate and-or sales. In addition, brands that utilize email marketing often apply A/B testing to improve their click-through rates.

    Online marketing may have changed the way that you run your business, but A/B testing is still an important part of running an online marketing campaign. It allows you to truly get an idea of what your potential customers are looking for so that you can allocate your funds to those specific areas. In marketing, wasted time results in wasted money and getting such results will help you save on both. Whether you have a new online product that you want to market or you want to see what marketing platform your customers like the best, A/B testing can help supply you with the answers in an organized manner when you have professionals by your side.

    Learn More:

    If are interested in implementing an A/B testing campaign or would simply like to learn more about it, please contact the digital marketing professionals at DigitalParc. To begin, please fill out our simple contact form or call our staff at 612-845-5590.