Monthly Archives: February 2012
So you’re not a big business, or global corporation that has a multi- million dollar ad budget. But, being a small business doesn’t mean you can’t be competitive in market. Because the wonderful internet allows you to do just that without requiring you to break the bank. One of the easiest and quickest ways to get your business name, products, and services out there has always been the oldie but goody Pay Per Click (PPC) Aka Search Engine Marketing (SEM). But for a small business to cough up $100 + for management fees, or 20% or more margin off the top of your total ad spend, just isn’t feasible nor does it make sense.
So if you’re in daring and you want to save yourself money, and become a digital marketing student at the same time here are the top 5 concepts to get you started on your first ppc campaign.
First of all where the heck are you? Don’t worry about encrouching on your competitors territory. Concentrate on dominating your local market first . Many PPC platforms will leave their defaults to more countries than your product or service applies to so make sure hone in our your specific area, because you don’t want to burn through your budget marketing to the wrong audience.
2. Content Ads or Search Only
First off Content Ads display ads on the websites where people are participating in Adsense, which basically allows them to make money on ads that are displayed on their website. So you can imagine that many people opt in to Adsense. Just FYI Google has AdSense, while Yahoo has Yahoo Publisher Network, and Microsoft Adcenter Display Network. But, let’s not get to lost in this one because then you need to decide on what kinds of sites to display on, can I use image ads or text only ads, etc… The easiest and most popular route among marketers is to start with search only. You can hone in on your ad copy (descriptions) writing skills and really figure out keywords are bringing the ROI. Google is notorious for mysteriously opting you into their content networks while you might be thinking your only running PPC, so be thorough in your setup.
The easiest way to proper ad budgeting is to figure out how much you can afford on search marketing for the month and then it divide it by 30 to get your daily spend. To enusre you’re starting off at comfortable pace properly setting your budget settings is a crucial step. A majority of ad platforms allow you to set daily budgets and sometimes budget setting on a monthly basis.
This may sound elementary but this has been a common mistake overlooked. For a small ecommerce business running your ads when your customer service can’t take orders is a definite fail. Or for a business such as an automotive dealership why would you run all of your ads at night? The most repeated overused stat is that most people are doing their searching during lunch at work or during the evening when kids are out of their hair, so let’s make sure you’re ads are at the height of showtime during this time of day. But, I’m sure this true for all retailers in the like.
No matter if you’re using Microsoft Adcenter, Yahoo Search ads, or Google Adwords you need keep track of what’s making sales, or whatever you’re defined goal is and what’s not. All these platforms give you tracking code ready to install on your site that feed back to their systems every lead count (hit) or successful sales via (contact form confirm) so you can easily see down to the keyword level of what’s working and what’s not. I know it may sound a little a technical but, just locate “conversion tracking” in any of those platforms and it will walk you through. The only technical thing is that if you didn’t build the site you may just have to pass the tracking onto your webmaster and have them place the code for you.
So get out there be adventorous you might actually find that you like this stuff. A marketer in the making. Remember you don’t have to start out big, test out a campaign and let it run for a couple days and then dive into the analytics to get familiar with what you’re looking for. Most platforms allow you to create a dashboard, which is customized to just what you want to see so take the time to see what information is valuable to you and create your shortcuts so that monthly or weekly reporting isn’t a tedious chore.
I read an interesting blog post written by the General Manager of Wireless Networking for the Cisco Business Unit. He obviously sees all of the insights and trends on how people like to connect. One of the biggest things he points out is that they love to connect. This is especially true in the Gen x and y. But, here’s the catch it’s not about calling people with these devices. It’s all about staying socially connected.
Cisco backed this up by surveying 2800 young professionals and college in 14 countries. Not surprising that living without the internet for half of the participants couldn’t be an option, but if forced choose two-thirds would give up their cars to have the internet instead! There is definitely an intense desire to be around the clock connected. He says, “This intense desire to be connected leads to a demand for greater flexibility: Two out of five people said they’d accept a lower-paying job if the position offered greater flexibility on access to social media, the ability to work from where they chose, and choice on the mobile devices they could use on the job.”
“Choice on the mobile devices,” this hits home with me and I’m sure to all the digital marketing professionals. With needing to be socially connected in your day to day duties there is no way to efficiently do this without using a smartphone with the most up to date social apps available. Trust me I’ve had to take a break from my iphone and I feel my social world has been crippled. When you’re managing multiple social sites and fan pages you have to have the most sophisticated device to do so.
While on the subject of social media he goes on is his blog about how social media is overtaking phones and email and becoming the dominant form of communication. He says, “Young people are driving this change, with the one-to-one mode of interacting giving way to a one-to-many mind-set.” This is huge because social can be embraced by organizations, for project updates, feedback, and internal communication period. These new age thinkers want their voices heard and want to be able to shape a companies vision and strategy.
Everyday more and more companies are realizing that their old gen customers are going away and they have to discover how to engage this younger savvier market that is taking over. But, the important piece that solves this puzzle is how are they accepting this new generation into their company culture. The reality is, the internet has allowed positions to be more virtual and the old school way of needing to be face to face can still happen, but just in a virtual way. In order for companies to attract this new savvy leader that have got start in house changing their culture and embracing social media to help with recruiting. Old school saying, “fish where the fish are, duh.”
Read more from “the Days of “managers knows best” Is Ending”