Social media can be one of the best ways to attract new business and encourage past customers to purchase from you again. With more and more demographics taking advantage of […]
You’ve got an online advertising budget. You want more of the right customers. But where should you go first, second and third? There are so many options available that it can be […]
What does PPC stand for? In the realm of online advertising, “PPC” stands for “pay-per-click.” This means just what it says . . . you pay the owner of the real estate […]
I’ve said it before and I’ll say it again: The power behind running successful pay-per-click (PPC) campaigns lies in the knowledge of the platforms and the knowledge of how online […]
You have an e-commerce site? Are people searching online for the products you have on your site? If you answered yes to both, there is no good reason why you […]
In my last post, I talked about why people who search on your site keywords but don’t visit your website aren’t necessarily lost forever. It is possible to have a […]
There is something you need to know about your target audience. They’re lazy. We’re all lazy. Most shoppers/searchers follow what is called “The Principle of Least Effort.” Here’s an excerpt about this principle from Wikipedia…
This principle states that an information seeking client will tend to use the most convenient search method, in the least exacting mode available. Information seeking behavior stops as soon as minimally acceptable results are found.
Wow, mobile is evolving fast. AT&T introduced location-based “ShopAlerts” in NY, SF, Chicago and LA. People can opt-in to receive offers and promotions via SMS or MMS when they physically enter a designated area defined by the advertiser (e.g. a mile from their store). This can help drive in-store traffic and reach mobile users in very specific markets. This is even more targeted than web-based and app-based advertising, but it is opt-in.
Although in beta and only open to VIP advertisers that are invited, Twitter has finally released their ad platform called Promoted Tweets. The general format is that you can use tweets you’ve created or that have been retweeted by someone else as “ads” that are promoted in certain environments. The way the ads are served are analogous to both search and contextual advertising in AdWords, where you pick keywords that are searched on to have your tweet shown or it is matched to a stream of tweets given the contextual nature that you choose in your account. You pay on a cost per engagement which include clicks, favoriting, retweets and replies. There is also Promoted Account where you can essentially buy followers and Promoted Trends where you are shown on hashtags.
In my last post, I shared using a fishing metaphor to talk about stepping your PPC game up to the point where you know how to use it to build your online business for the long haul. So, let’s start looking at some of the “tricks of the trade” to do just that.
One of the great things about PPC advertising is its immediacy. You can start running ads right now and see almost instantaneous results; whether good, bad or just ok. But, the trap that we don’t want to fall into when running our accounts is limiting our thinking just to what can be gained right now. The fact is, PPC is a great way to help build all areas of your online business long-term. And with the continuous expansion of features and avenues being offered in this channel today, the possibilities continue to grow.