Advertising and customer experience – those two concepts may sound mutually exclusive.When marketers today consider their customer experience initiatives, they rarely think about the impact of advertising.And that’s a big problem.According to a recent study, nearly 70 percent of consumers maintain they don’t trust advertising. Another 42 percent say they distrust brands – and for a good reason.Unfortunately, all too often digital ads fail to fully take into account the user experience, and thus, are often seen as self-serving and even aggressive, instead of relevant, timely, or helpful for consumers.Now feeling alienated, potential prospects often ignore ads or make use of ad blockers to prevent them from appearing at all.Sound familiar?Perhaps surprisingly, the advertising experience doesn’t have to end like this for your customers – or for you.And it shouldn’t for digital marketers looking to increase reach, ROI, and profits.To avoid this … [Read more...] about 5 Ways to Optimize PPC Advertising to Improve the Customer Experience
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If you’re a marketing manager of a post-secondary education institution (or a PPC agency working on its behalf), then you already know that universities, colleges and similar organizations present specific challenges (and opportunities) for online advertisers. Over the years, my advertising agency has had the pleasure of working with a number of these institutions, and we’ve learned (sometimes the hard way!) some important lessons. Here are a few dos and don’ts of running PPC advertising for the education vertical market: 1. Do advertise year-round At most universities and colleges, admission activity peaks and falls at predictable times of the year. Accordingly, most educational institutions bump up their online advertising when application deadlines grow near. And that makes sense. But that doesn’t mean you should shutter your advertising during less busy periods, for several reasons: Lead time. The lead time for acquiring new students is long, and students … [Read more...] about Dos and don’ts of PPC advertising for universities
Does this sound familiar to you? Your company has finally agreed to spend some resources on pay-per-click (PPC), but instead of hiring a PPC professional or agency, they want you or perhaps Sally down the hall to take on the role of managing PPC. Never mind that you and Sally already have full-time jobs and haven’t the slightest clue about PPC. What do you do? This is not an uncommon scenario for many businesses, and it puts the burden on the person tasked with PPC to at least learn the fundamentals of the discipline and put the wheels in motion for a PPC “test.” The problem in this scenario is that when PPC doesn’t show the return it’s supposed to, the channel is often blamed (“PPC just didn’t work for us”), but unfortunately, it’s likely that it just wasn’t set up and managed properly for ROI. Nonetheless, those who are tasked with PPC and have no prior knowledge need to get up to speed on the ins and outs of the discipline, … [Read more...] about 3 ways in-house do-it-yourselfers can prepare for PPC management
The future for traditional agencies is one where artificial intelligence (AI), machine to machine learning, deep data, plus human and computer teamwork, all have a prominent place. In fact, this future is already happening for some agencies. This change, as well as the driving force behind it, is the focus of this post. Today’s Advertising Agency In most traditional agencies you tend to have two distinct approaches to delivery; those that provide specific services like SEO, PPC, content, PR, etc. and those that provide software as a service (SaaS). The service provider typically uses technology in order to help them to deliver a service, but the benefits to the customer are, in most cases, derived passively through the service end results as an indirect benefit. Agencies delivering software as a service have primary goals of supporting that software and empowering people to use it as effectively as possible for achieving their unique objectives through software use. You can see … [Read more...] about What is the Future for Traditional Advertising Agencies?
For every $92 spent acquiring customers, only $1 is spent on improving conversion rates. That’s a stat that has been quoted in CRO and PPC circles lately, and for good reason. If you’re spending $10,000+ or $100,000+ on PPC marketing, which a lot of advertisers do, then landing page optimization often represents the biggest opportunity for improvement. This is especially true when you learn that doubling your conversion rates cuts your cost per acquisition in half. Think for a second about all the things you could do if your CPA dropped by 50%. You could raise your bids to improve your average ad position and click-through rate (CTR). Or you could double revenue with the same budget. I, for one, would much rather spend time deciding what to do with excess budget than fighting for my business’s life because the cost per acquisition on AdWords is so high. Changing your bid amounts here and there and using the Search Terms Report to find negative keywords is a great … [Read more...] about 5 Lessons From Expertly Designed PPC Landing Pages