Kat shares tips and tricks on being successful in PPC. She discusses several techniques which are able to substantially increase ROI and sales, while simultaneously saving money. These tips stem from two main philosophies: “eat the dog food”, and “adapt”.
Eat the Dog Food
This first category has nothing to do with eating actual dog food really. It’s far more about understanding your product deeply as if you were the customer: knowing what makes it work, or why it is better than competitors. This allows us to cater your PPC plan to the specifics of the product. This will, as we will discuss later, allow your PPC activity to be much more effective.
Once you have eaten the dog food, and you understand your product, it is then time to adapt. Having all of this information is only beneficial if you implement it into your PPC plan. Kat shares some examples of how we’re able to do this.
Find the Right Customers
Once we understand who your target audience is, we then need to ensure adverts are seen by them: without spending money on customers who wouldn’t be interested. So, we adapt the plan to the target audience. If you cross-match the target audience with Google Audiences, you can pinpoint the company’s target market. This allows you to increase the bids for the audience you want, and decrease the bids for the audience you don’t. Saving money while increasing sales and ROI.
Part of being able to adapt means being able to embrace ingenuity when you see it, “when you embrace it you can achieve great things”. “Smart Shopping” is a campaign in which you give control over to Google do the bidding, and you just monitor. Google can adjust the bids and predict the outcome much more quickly and successfully than a human can, and as a result, Kat has witnessed a 900% increase in sales and a 400% ROI in as little as 2 weeks.
The Big Picture
Sometimes there are products which people simply don’t tend to shop for online: think mattresses, tiles, etc. However, this doesn’t have to be the end of your PPC advertising. You can adjust your advertising to encourage people to go to store, where they will have a much better experience and will “buy more, basically”. The store data can then be matched with “Google my Business” which tracks when users go from a PPC online, then to store. Don’t just think about online, think about offline too. If the PPC add leads to a quantifiable increase in revenue in store, encourage that.
If You Can’t Adopt
Essentially, you get lost in a time gone by. We have the data available to know how a majority of the clients audience behave. We are able to measure how audiences spend more, be that online or offline; if you can’t tailor your PPC in a way that encourages them to do so, you miss out.
Think about the full customer journey from advert to sale. If you have a PPC ad which is aimed at exactly the right person at exactly the right time, it still may not result in a sale. If there are too many steps before they’re able to complete their order, the sale could be abandoned.
PPC, despite being a relatively new form of digital marketing, is both powerful and effective. By making changes to how we use the data available, we can increase sales and ROI, at the cost of nothing, or even while saving money. Use the data to your advantage!
Get on the list - join the wednesday @ two club
We're all marketers here, so know the promise of 'the latest news, straight to your inbox' isn't gonna fly around these parts.
Our newsletter will be valuable to you because we share one mission with you: the desire to make you a better marketer.
Sign up and we'll make it nice and easy for you to achieve that mission by sending you the newsletter every week at 2PM on a Wednesday. If that isn't what you want - no worries, this newsletter probably isn't right for you (and at the end of the day, noone needs another newsletter they don't read in their inbox!)
Join the club below 🙂
How I grew my newsletter to 38,000 people in a year (and how you can do it too) – Harry Dry, Founder of Marketing Examples
May 2019. Harry wrote his first marketing article.
A year and a half later his email list hit 38k.
No ads. No connections. No existing audience. The newsletter grew because Harry learnt how to push my content round the internet. In this talk he explains the process.
A strong personal brand is something people say you need all the time, but rarely tell you how. That’s where Ash and Claudia come in.
So, what is the difference between management and leadership? Penny Ferguson, Founder of The Living Leader, explains.
How to be a great leader: Penny Ferguson, Founder of The Living Leader & Catherine Newman, CMO of Manchester United
We interview Penny Ferguson and Catherine Newman – two people who have dedicated their lives to great leadership, whether that is in theory or practice.
Linkedin just launched its new stories feature. Here is what Linkedin stories are, and what we think it means for marketers.
I thought I’d share some thoughts on the things I’ve learned about Linkedin after getting 2,000,000 views in 10 months.
Landing pages are the first impression of your website. Landing pages should be easy to read, simple, attractive, and have relevant keywords and Call To Actions. But that isn’t all.
All marketers love reading lists. So here are The Marketing Meetup community’s recommendations for books you should be reading to become smarter.
Everyone explains that standing out is critical. They get your creative circuits firing. Your future depends on it. Nothing matters more.
But how do you *actually* do it is another story. Yes, there are some books around positioning for brands with big ad budgets or for B2B software companies, but what about the rest? How do you actually do it if the product or service you’re selling isn’t remarkable in itself? How do you actually do it if you want to start small and make just one of your blog posts stand out?
Positioning Jujitsu – How to Win Against Powerful Competitors with April Dunford, Author of Obviously Awesome
In this session, April teaches you how smart positioning can ensure you outrun the Hordes, use the strength of the Giants against them, and bust the Ghosts by leveraging the momentum of trends.