PPC – The importance of negative keywords

A PPC (Pay Per Click) campaign is a very effective way to drive traffic to your website. Whereas search engine optimization is a strategy that works over time (months usually) to gradually work key terms up higher in the search engine results pages, PPC can garner a click literally moments after the campaign is activated.
It has to be remembered though that getting clicks is a simplification of the goal. The trick is to get meaningful clicks that create interest and hopefully earn new clients. Getting 1,000 clicks with no follow up is an expensive gamble. To make every dollar count, the PPC campaign should not only be diligently set up, it should be monitored carefully and frequently.

A powerful tool in maximizing your return on investment is negative keywords. They are a virtual superhero, defending the campaign from wasted clicks.

Why is that important?

  • Every click is costing you money
  • Every person who visits your site and doesn’t find what they are looking for may be less likely to click on your site again
  • Your limited budget only goes so far, so each click which is used up by someone looking for something else is one less click presented to a person actively searching for your product or service now
  • Every time your ad is clicked on and the viewer gets a poor landing page experience (indicated by clicking straight out and not engaging with the site), the quality scores for your keywords can be impacted. Lower quality scores result in a higher cost per click (CPC)

negative keywords

What are negative keywords?

Negative keywords are phrases or terms or even single words which, when matched to the search string entered online, will NOT trigger your ad to be shown.

How do you choose your negative keywords?

Right from the campaign kick-off, there may be some obvious keywords you want to enter. Just knowing you have the ability to add negative keywords triggers the thought process about how they can be utilized. Here’s a hypothetical example: Your business is rental cottages on the coast and you are looking to fill blocks in your calendar. Online searches vary depending on what the searcher wants. Search string about coastal cottages may be from the customers you want (those looking for a rental) but they could equally be about buying a holiday home or investment property. Those search strings could be almost identical:

Treasure Island beach cottage for rent (we want these people to see the ad)

Treasure Island beach cottage for sale (we don’t want these people to see the ad)

Treasure Island beach cottage (we don’t know if these people are looking for us but it could be worth a click)

Adding buy as a negative keyword will stop the ad being presented to those people who actively search for the word “buy”, thus reducing the chance of wasting clicks and honing in on the best target audience.

Even better – these negative keywords can be entered at the campaign level (blanketing the entire campaign), or at the adgroup level,  giving flexibility in how they are placed.

Once the campaign is active, click on the Keywords -> Search terms section to see what terms are being matched. If there are terms presented there that offer up new opportunities to fine tune the campaign and add more negative keywords, make a note of when they are added so you can monitor clicks moving forwards. Any changes can be reverted if they have an adverse impact.

 

If your business is looking to implement a PPC campaign, Trulium has the experience to zero in on the right keywords and identify the negative keywords which will maximize your ROI. Contact us today to get started.

 

 

 

 

 

SMM – Practical Instagram Tips for a Small Business

Social Media Marketing can be an important tool for any small business and whilst money may not be a factor (for a change in a marketing campaign!) as posting is free, there are practical tips to using Instagram which really only become obvious once an account is up and running. Some are intuitive and others follow unpredictable paths as the audience grows and engagement increases.

Be Attentive

Posting is not meant to be a one-way ‘push’ of data. As a business looking to build a client base or strengthen the existing relationship with customers: monitor the posts, check for comments and then respond in a timely manner. Starting a dialog builds trust and shows that you care about your audience. This gives an opportunity to further showcase products and point potential customers towards the product which might best suit their needs.

Use an Instagram business account

Don’t cross over between personal accounts and business accounts. Keep the two separate to maintain a professional profile. In addition, it will be easier to contact you through the business account by clicking on the ‘contact’ button which appears when an account is changed from ‘personal’ to ‘business’.

instagram business account blog

Switch up the hashtags

If you are using hashtags to attract new potential customers, try new ones sometimes. Instead of throwing out all of the regular ones you use and totally reinventing the wheel, try out new #s sparingly so it takes less time to see which new tags are working for you. What are you looking for? Using a new hashtag could connect you with a new target audience and some of those people new to your content may like what they see. That will hopefully turn into new people following you so it may look like this:
instagram new followers

Remember that increasing the number of followers is only a tangible benefit if they are looking for a company like yours so keep new #s relevant and on point.

Be Inquisitive

When you get new followers and it isn’t clear how they found you, take a look at some of their posts to see what hashtags they use. Chances are you’ll find one of yours matches one of theirs. It could be relevant to one aspect of your business that you share. That is the perfect time to scope out the other hashtags they are using to see if it sparks any new ideas for you and your business.

Be Creative

There are so many filters and photo editing apps about that it can be hard to stand out in a crowd. Don’t be afraid to create an eye-catching visual that will grab a viewer’s attention.

PPC advertising blog

This example uses a color filter, a lens flare, ‘instafill’ and different types of text (a bubble and normal text).

Great pictures can be recycled over time or edited to bring a different ‘look and feel’ for instance, take a great product picture and convert it to a black and white image.

Location, location, location

If your business is looking to attract local clients or you know that potential clients are watching your location (think a popular beach resort or a newly opened restaurant), make sure to use the location when you post and perhaps even consider #placename in your post

 

Social Media Marketing is not magic, it can reach new prospects and can bolster your brand however it takes direction and purpose to steer it in the right direction. For companies looking to start (or improve) their SMM, Trulium has the experience to improve brand visibility and build awareness. For internet marketing strategies to take your business to the next level, contact us today.

 

 

SEO Rankings – is #1 your only goal?

Rankings are a big part of every SEO effort and it is great to see numbers change and watch SERPs display your site nearer to the top.
It’s widely understood that viewers tend to click on sites near the top of the page but here we take a closer look at the fickle world of rankings from a few different angles.

It’s more than a number

Discerning customers use the web so regularly now to shop for products and services that it only takes a glance at a page and a quick skim of the text to decide where the next click is being taken.
This means that the top choice is maybe first to be skimmed through but maybe doesn’t win the next action. Think about when you search the web yourself, do you scan the page first before clicking? So what other factors could be overriding the top position?
  • you recognize a brand name you like in a lower position
  • the title or description of the top ranked page doesn’t resonate with you or your particular search
  • a title or description of a lower ranked page grabs your attention
  • a site looks unprofessional (perhaps the title or description are truncated)
  • the site is not mobile friendly and you’re currently searching from a mobile device
  • the title or description are ambiguous and another ad sums up the service you need better
  • the site looks annoying because some of the text is in ALL CAPS
  • the text is clearly out of date – perhaps it has an old date displayed or is promoting an event which has already taken place.

seo rankings blog

All this scanning is done very quickly. The key takeaway is that first impressions count. If your keywords are showing great rankings but that is not converting into clicks there are a few things to check immediately
  • Are those keywords (or strings) still right for your business (in other words, are they still relevant enough to invest time in further investigation)
  • How popular are those keywords
  • Is your ranking analysis accurate
If your keywords are no longer relevant then a keyword review is long overdue. It’s better to start off with a new list and let go of the old reports with their months of historical data.
If the keywords are not popular then ranking at number 1 may sound nice but is not going to generate much interest. The logical step is to look for a new string which you can focus on in the rankings which maybe has a bigger share of the searches.
Double check your rankings and look at which search engine they are being recorded from. (Ranking #1 on Yahoo and bing is a good start but are those engines the main funnel into your site?)
It is normal for rankings to fluctuate so also look for a trend. In the absence of an SEO toolkit to report on rankings, just key in the searches on your own device and see how your business is presented on the search engine results page.

 

The aim for a business is not to rank highly for a string of 10 or 20 keywords. The aim is to attract new potential clients to your site, so when rankings are looking good but traffic isn’t being won, it’s time to dig deeper and understand the data. A good SEO agency will take the time to understand your business to tailor a plan for you. There is no ‘one size fits all’ and ongoing evaluation of the effectiveness of the keywords and their rankings should be a part of the discussion. If you are ready to explore a new SEO strategy and pin down the keywords which will work for your business, contact us today.

 

If Only My Website Had Responsive Design

It can be a dilemma.
  • You love your website
  • You are getting visitors to your site
  • It represents your brand perfectly
  • Your business is doing OK
What’s the problem? If you like everything about your site but it is not responsive in design, be prepared to make a change or pay the price in reduced traffic.
There are exceptions. If your site is visited exclusively by clients using a desktop, it may not matter. If your client base is broad and your new orders are triggered by existing customers, chances are they are only looking you up to check prices or submit a new transaction. In those cases, investment in a new site may not be worthwhile.

How do you know who accesses your site?

It’s easy within Google Analytics to see a breakdown of how clients are interacting with your website. The ‘Mobile’ overview breaks down the percentage (and actual session number) split between desktop vs mobile vs tablet. On the same screen, you can check the bounce rate – the percentage of people who clicked into the site and then didn’t explore further or clicked away. The lower the bounce rate, the better the chances that your visitor found your site engaging and interesting – good indicators when you are looking to promote your product or service.
 bounce rates1

Is the writing on the wall? (or in analytics?)

When you see a bounce rate that varies across devices then it can be an indicator that you are losing potential clients by not having a responsive site. What would that look like numerically? It may be a bounce rate of 50% from desktops and a bounce rate of 70% from mobile devices. If the sample size is large enough to make the data compelling, then chances are the experience viewers are having from mobile devices is offputting.
If in doubt, look at your site from a variety of devices and see how it appears when you use it. This is a good idea anyway so you can relate to the experience in a similar fashion to that of your customer.

Will things change?

Yes – the world of search engines and search habits are always evolving, however, the bad news in this scenario is that the swing is towards even more people searching from mobile devices so maybe it is a good time to make a change now.

Don’t want a new website design?

It’s not unusual to love your current site, after all, you probably helped design it, it serves a useful purpose, you’re familiar with it, it has evolved to be your perfect virtual storefront. Here’s the good news… there is no need to stress over a whole new website design and the costs which are typically incurred. If you like your content and don’t want changes made, the chances are it can be copied across to responsive design with minimal compromise. It might mean that some boxes appear bigger or smaller, there might be a slight shift in the overall aesthetic but a good designer will be able to lay out potential changes up front so you can decide if a switch is worthwhile.
It’s something to mull over as there are potential benefits to taking your current site over to responsive design without redesigning
  • it could be cheaper
  • it could be quicker than a redesign
  • it sets you up for the future with more and more people using mobile devices
  • there is no large investment of your time
  • website appeal will remain the same for desktop users but should improve for mobile users
If you love your site but it is not responsive, it may be time for an upgrade. You needn’t lose the features and design you like, it can be tweaked slightly to make it more friendly across all devices. If you’re looking for help with a new website or want to find out more about how a lack of responsive design may be affecting your online experience for clients, contact us today.

How Often Should I Post To Social Media?

It’s impossible to give a blanket answer to such a broad question as every business is different, but there are factors to consider in helping you find the right balance for you.

Time Requirement

It’s fine deciding to launch a social media marketing campaign and obviously, the hope is to reach new prospects, engage with current clients and promote your brand.That’s easy to say although the time commitment involved may be more than you anticipated. There are ways to mitigate the time outlay, one is to choose a single social media platform only – ideally the one favored by your customer demographic – and focus on doing one campaign well. This could be a better strategy than spreading your time too thinly across multiple platforms, being unable to do a really good job on any. Another way is to hire a social media marketing agency to action the posts on your behalf.
The time commitment is not merely in creating content for social media as a good campaign should be interactive – this means in addition to posting, time needs to be scheduled to monitor feedback and engage with any customer comments or questions.

How much do you have to say?

It’s difficult to rework posts with little or no new content to share. Conversely, when you have exciting news or are frequently launching new products, this lends itself to being able to post more frequently. If you’re lucky enough to have news to share maybe twice a month or more, posting will form its own natural schedule and you needn’t try to bolster the post numbers.

Don’t be over zealous

We all have one (or more!) friends on social media who share everything, it can be exhausting trying to keep up! In the world of social media, quality posts will beat out quantity any day. Raising brand awareness is most effectively done by creating interesting content rather than creating an overwhelming barrage of posts.

Use insights to drive strategy

Check out the data available within the social media accounts to see what are the most popular times of the day or days of the week to post. Tailor your plan to optimize the time you post. If in doubt, switch up your schedules and then record the results. Maybe posting at the weekend is better, maybe posting at 6 pm is your perfect time. Take a mix of the data already available to you and then periodically review your strategy and fine tune your schedule.
 instagram business account blog

Drip feed over time

Maybe your jewelry business has just started selling a new line of necklaces. You have beautiful promotional shots and want to share them on Pinterest. You have an established following who eagerly await new pins for inspiration. You could stretch or drip feed your new material over time to fill your social media posting schedule rather than pinning 50 images and then having nothing new to pin for a few months.

 

If you’re ready to start your own social media marketing journey, Trulium can help. Contact us today to get started.

10 Reasons To Use Pinterest For Your Business

It’s Free

It’s easy to sign up for an account and it’s free to use the standard account. If your account does really well and you want to start paying for ‘promoted pins’ at a later date then that is always an option. Before doing that it is worthwhile building a gallery of pins because if you attract traffic and they want to scan your images, you’ll want them to find the best you have to offer.

It’s Primarily Visual

No matter what your product or service, you can either showcase the item itself, someone using the item or the before’s and after’s of  a service. With a bit of creativity almost anything can be presented in a visually attractive way. If all else fails, text can still be pinned – choose a font or format which is eye catching to compete with the barrage of stunning images out there.

It Builds Links Back To Your Site

Each pin can be edited to link back to your site. Therefore as your pin is picked up by others, your links are naturally growing. The more successful your boards and pins, the more significant the increase in not only links but the chances of yet more ‘pinners’  seeing your brand name or website address, hopefully being intrigued enough to take a look.

pinterest for business

Showcase Your Best Angles – From Every Angle

One of the benefits of Pinterest boards is the unlimited number of pins and the ability to break up the content into different boards. This means you could have one general board and then use more detailed boards for supplemental shots from unusual angles, close-ups, images of the product in use, relative size (displayed next to something recognizable), shipping materials, your production team, your warehouse – anything that you know will enhance your reputation. This is an alternative to cramming your website full of these images because the ‘real estate’ on the page is so scarce.

It’s A Great Way To Connect With One Of The Biggest Shopping Demographics – Women!

Pinterest is most popular with women and depending on your type of business, that could be ideal targeting for your key demographic.

It Builds Over Time

Rather than trying to pull together a collection of your best pictures, Pinterest is custom made to build your galleries over time. This means that instead of sending many images to potential clients or colleagues, you can share the link to your site and they can see your galleries any time they wish. It might seem impossible to build a gallery of hundreds of pictures, but by adding a dozen or so each month, the collection steadily builds and what once seemed a daunting task has become a reality.

Clients Can Build Boards From Your Images To Indicate Exactly What They Want

Instead of describing what a customer wants as ‘the picture in the blue second from the left on the 3rd page’, they can ‘pin’ the images they want and then show exactly what items or components they are interested in. This is reinforced with accurate and meaningful product descriptions on each pin so the text needed to identify the product is tied to the image.

It Shows Your Company Evolution

If the older items are still in service and for sale, the boards act as a timeline showing older models as well as the newer models which over time your business will more likely focus on. If they are defunct and no longer for sale, then those older images or boards should be deleted.

Everyone Else Is Pinning

If you don’t get in the Pinterest game, you are missing an opportunity to reach a set of potential clients that your competitors are likely reaching already.

It’s Easy

For the time investment, it’s a really simple way to get a great looking portfolio. You can add the Pinterest icon to your site and cross reference it from your other profiles.

social media buttons

 

Whatever your reason to get started, it’s a sound platform to promote your business and don’t be put off by competitors who already have galleries with hundreds of thousands of pins. They also had to start somewhere and it’s amazing how quickly the number of images can build. For this reason – think strategically up front about how you want to partition your data into boards. Get started, get comfortable and then go ‘public’ with your profile when you’re happy with it.

If you need help planning a social media marketing strategy, Trulium can help. Likewise, if you want a Pinterest gallery but don’t want to do it yourself, Contact us today and let’s get started! Pinterest accounts for business can be a great addition to social media marketing, especially if your product or service lends itself to stunning visuals.

Is It Time To Review Your SEO Keywords?

In the SEO world, there is always a lot of buzz around tools used to help identify keywords and key phrases. However the list was created, here we explore reasons why they should be revisited periodically to make the most of an effective SEO campaign.

seo keywords review

Popular can search strings change over time

New terms are being coined all the time. Month on month, the difference in your leading key phrases may only display a subtle shift. Over time this can compound so that your original ‘heavy hitters’ which attracted the most matches are no longer the terms you should be focusing on.
SEO Keywords Review

Seasonal Phrases

There are two angles to having a business with keywords that change over the seasons. The first is that unless you review the search strings across the year, there is a chance you could be losing the opportunity to optimize your SEO. The second is that if keyword research was done at one of the times when time sensitive searches skewed normal data, you could be honing in on a term which isn’t relevant year round. Chances are it is very clear within your business if you are affected by seasonally popular terms.
An example would be a nursery selling evergreen wreaths over the holiday season. Search strings related to the wreaths may have represented a high percentage of interest and consequently sales over the winter but could be virtually nonexistent in the spring. That’s an extreme example to illustrate the point but depending on your particular business, an SEO model where keywords are rotated may provide a better strategy.

Your business has developed

It could be that your business has morphed through the years to find the niche you are in now. Are the clients you want to connect with correlating you ‘now’ with the same goods or services that you served when your keyword research was done?

Regional differences

If you’ve expanded the area you serve or have relocated your business, different key phrases may be more popular than your original list.

Tools used to find keywords evolve

Sometimes looking at the same data through a different lens can bring new keywords into focus. This can result from trying a different analysis package or using the same package in its latest incarnation.

 

At the end of the day, even if a review of your keywords results in no change, that is still a positive step forward in covering all your SEO bases as you know you have done the due diligence. Shifts can be unpredictable and it could be that a competitor has cornered a market share that was once yours. Bounce rate analysis will show if site visitors found your content valuable. Where it is true that content is king, it has to be easily skimmed and instantly recognizable as your competitor’s site is just a click away. Trulium offers SEO, local SEO and PPC services to help identify and then capitalize on the keywords that are right for you – a tailored approach because each business is unique. Contact us today to start attracting new clients online.

Instagram Business Accounts

Is an Instagram Business Account right for your business?

Have you thought about converting your Instagram account to a business account? Or setting up a new account? Here’s a look at the ‘how to’ and ‘what you get’ so you can assess if the switch is right for you.

Although Instagram can be used to post ‘text only’ content, this brand of social media marketing definitely works best for a visually pleasing product. With so many stunning sunsets, food, scenery, and yes, super cute furry animal pictures and videos out there, you need to bring something exciting to the table to make this campaign worth your time and effort.

The first question that springs to mind is how much will it cost? Well, switching your account to a business profile is free and delivers certain benefits which you may be able to leverage to improve sales, contacts and help you market in a more optimized (and strategically planned) manner.

How does it look different to visitors

The main difference is that when a potential customer sees your feed and likes what they see, instead of having to work at finding how to contact you, the button is right there for them to click on.

Instagram Business Accounts

When they click on ‘contact’, they are presented with a choice:

Instagram Business Accounts

It’s worth noting at this point that when the business account is setup, instagram pulls contact data from your facebook page (so you need to have your business facebook account up and running first).

 

What are insights?

Instagram then gives you analysis of who is looking at your feed.

‘Nice to have data’

There are some metrics which probably shouldn’t surprise you. If you know your brand appeals to a particular age group or gender, then hopefully the stats will reinforce what you already expect to see. For example:

Instagram Business Accounts

Note: Location bar graphs in the same format are also available showing where your audience are located.

 

‘Really nice to have’ data

Other metrics can help you plan your marketing campaign more effectively. These are valuable threads of information to make sure you aren’t posting at off peak times for the audience you are trying to reach. It’s a bit like marketing across time zones, if you’re in the US marketing to an audience in another part of the world, there is less value in posting in the middle of their nighttime. You want to place your posts at a time when they are fresh and you’re not expecting your audience to scroll back through the whole of the last 24 hours to see your content.

Instagram Business Accounts

 

Impressions, Reach & Engagement

Instagram gives the definition of these metrics for you, here is an example of a post. By comparing the statistics and relative popularity for a variety of posts, you will soon figure out which of your posts are more interesting to your viewers.

The impressions will not only be built up from your followers, but will show if you did a good job attracting views from other people (ie potential future clients or collaborators) by perhaps using trending hashtags or location centered hashtags.

A quick study of engagement over reach will show how instantly eye catching your post proved to be. The ultimate aim here is to catch attention and get a reaction. A new follower, a comment giving you feedback or a like showing your post is hitting the mark.

Instagram Business Accounts

The post below performed slightly worse than the engagement example above (41/145 = 28%) whereas the post above shows engagement/reach of 39/117 = 33%) even though more people were reached so there were more engagements in total. The details can be tricky to master but the more you look at the data, the clearer the picture becomes.

instagram business account blog

The nitty gritty data

Insights shows you how many clicks into your website instagram generates each week. This gives you an indication if the time you are spending on your marketing campaign is paying off. For some businesses, each new client may be worth thousands of dollars, each click could be valuable.

instagram business account blog

You can flip between your insights to get an overview

instagram business account blog instagram business account blog

This data is backed up within google analytics by studying Aquisition -> Social -> Overview which shows traffic generated from your social media feeds

instagram business account blog

Obviously, the social media channel that is working best for you should be your main focus, but why limit yourself to one interface if you can benefit from several?

 

Social Media is … Social!

When you get good feedback and comments, have a strategy to deal with them in a timely manner. It’s important to form the connection and trust to start a conversation and present your product.

Instagram Business Accounts

So how do you switch?

Within your account options, you’ll see ‘switch to business profile’. Be prepared to also be linked to your facebook page from the device you are accessing.

instagram business account blog

Note: Insights will only be available for posts after the transition to a business account. It will take time to build data to study.

 

What if you do want to promote and pay?

Within the business account setup there is the option to promote posts and then metrics on how well each promotion is doing.  When you go to your own ‘home’ feed and see posts from companies other than those you follow, they will be identified by ‘sponsored’ text on the top right of the post.

instagram business account blog

 

You are the expert in your business, if you want some help with your social media marketing campaign, let us help you with a plan. Contact us today  info@trulium.com

Social Media Posts – Look for the Anomalies

Keep the Ball Rolling

If you are working hard to provide new exciting content to engage visitors, that is a sound base for your marketing campaign. On a one-to-one level the most important thing with an individual who takes the time to interact with your page is responsiveness. That could be ‘liking’ a nice comment or replying to a positive review. Perhaps the most critical in terms of winning new business is answering messages asap. Leaving a question unanswered for even one hour during the working day could mean the difference between ‘being on the ball’ and losing that potential client to the next vendor on their list. (Expectations do vary – if you are messaged at 3am then nobody really expects an immediate reply, but if your business hours are ‘open’ then nowadays messaging a business is expected to be almost as immediate as picking up the phone). If you keep on top of your emails then an easy way to mange this is to set up email notifications – that way you can see messages through your inbox instead of constantly monitoring  your portfolio of social media accounts.

 

Statistics

Statistics can be wonderful – they can also be confusing and can be deliberately used to mislead. If you have an account and are hoping to see growth week on week then a 10% increase in followers sounds amazing. Boiling it down though. If you have 10 followers at the start of the week and 11 at the end, that is a 10% increase!

If however you see a 3% increase but you started at 700 followers, that translates to an extra 21 potential clients who are now taking a more active interest in your brand.

 

Look for the Anomalies

Over time, posts, engagement and reactions will generally even out.

Exceptions include:

  • Seasonal campaigns
  • Promotions
  • Paid advertising
  • Shorter months – February is here and 28 days can make a significant difference to monthly stats over the 31 days in January – expect to see lower overall traffic, especially if your traffic is primarily weekend or weekday based depending on where the weekends fall.

Even pages which are primarily viewed Monday – Friday will show standardized statistics week on week.

This sounds as though looking at statistics can always be explained by some factor or another – playing a video slideshow presents multiple images to viewers without them having to ‘click in’ to see them all, there was a holiday, there was bad weather .. the list goes on.

That’s why when you find an anomaly in your data, it reinforces all the times you doubted if the investment in time was worth it. If you look at a chart and even a cursory glance tells you something magical happened in your campaign, it’s worth investigating because what happened then can happen again. Learning from your successful posts helps create more engaging posts for the future.

Within Facebook, this data can be accessed within the Insights tab. On the left of the screen you can drill down into videos, posts, events etc and one of the choices is ‘reach’.

From this chart we can see a few spikes although nothing causes too much alarm.

facebook reach

The next chart shows reactions, comments and shares and now the data takes on a dramatic new insight.

data anomalies

Whereas most days are averaging out with some doing slightly better than others, it is clear that whatever was posted on Jan 9th (and was then again viewed many times on Jan 10th as people caught up with their Facebook feed) was special.

When you hover over the spikes, each day can be highlighted in turn. Clicking on any date will take you to the post so you can see which particular post garnered so many reactions.

facebook reactions

So yes, statistics can seem monotonous sometimes and generally may demonstrate only minor shifts or trends in your campaign. Sometimes however, by searching for the anomalies and by learning from what your audience truly appreciates, you are able to improve your connection and thereby improve your chances of success.

 

If you are looking for help with a social media marketing campaign or help interpreting the data you already have, we can help. Contact us at Trulium today.

Are you Overspending on PPC advertising?

A way to maybe save money on your PPC advertising sounds too good to be true … but read on. In a Pay Per Click campaign you know that you can set a daily budget and you’re fairly sure you understand your financial exposure. The goal of the campaign is to reach as many people as possible and entice them to click on your ad (and not a competitor).

 Simply put – NO!

The true goal of the campaign is to reach as many likely potential clients as possible, entice them to click on your ad (and not a competitor), engage with your site and become a happy client. Getting a million clicks and no new business is a waste of money. Here we look at possible reasons you could be spending too much money on your PPC campaign.

They are also all valid factors to consider before setting up a campaign if that’s on your business plan.

 

1. Catchment Area
How wide do you cast your net when setting up your PPC advertising? Jut because you have clients who come in from 100 miles away for your awesome product doesn’t mean that you should spread your net that far. This decision is totally dependent on the type and availability of your product / service in your niche market.
If most of your clientele are very local then look to focus in on a small area. When you set up the campaign, look at the number of people in the area you are about to select and double check if it sounds in the right ballpark to you.
If your business does not have an actual storefront, if shipping costs are not a major factor, or if your services are intellectual rather than physical (like proofreading or website creation or animation), then these limits are not imposed by logistics of geography – rather look to ‘hotspots’ where you know your business already does well or focus on a new area you specifically want to break into.PPC advertising

 

2. Generic Keywords

 

If you use keywords that are too broad in scope then you will be presenting your ad to people who will be disappointed with the result – they will be less likely to click on your branded ads in the future and your ads will receive a poor ‘quality score’ for delivering a poor customer reaction.
As an example, let’s say you sell fishing nets. If you choose a keyword of ‘nets’, you will also pop up onscreen for people searching for cargo nets or soccer nets. That’s because the keyword is too generic – too broad in scope. The more precise and specific you can be about describing your product, the more likely the right people will find your ad.

 

3. Very popular keywords
PPC campaigns are fiercely fought as so much is at stake. For high volume or high profit campaigns, there is competition for popular keywords and that inevitably drives the average CPC (Cost Per Click) higher. Pay attention to this statistic as you may find yourself paying more than you are prepared to for each hard won click. It is a clever strategy to hone in on your particular niche in the marketplace. To continue the analogy from the last point, if your niche is ‘salmon nets’ then use that as a keyword rather than ‘fishing nets’. The number of matches to search strings may be lower, but if a person did enter ‘salmon nets’ into the search engine, they are looking for your business and are more likely to make a purchase  if they find what they hope to after clicking in to the site.
PPC advertising

 

4. How effective is the PPC campaign?
It can be hard to attribute new business to a particular marketing campaign. Maybe they saw your facebook account, maybe a friend recommended you. In Pay Per Click campaigns, it is possible to set up conversion tracking. This code tracks when a person who clicks on your ad follows up with a particular page load, clicks a specified button or if they call a number. If this tracking is enabled then you get a reasonable idea of how many new leads you are genuinely getting. Make sure you give the conversions an intuitive name – like ‘contact page loaded’ so you can review the campaign success periodically. It may be that it is obvious new clients are being drawn to your business in which case there is no need to set up an extra overhead of setting this up and then monitoring it. If that difference in the bottom line is good enough proof that the PPC ads are working, then great!

 

and then we run into 5. When to stop your PPC campaign
Following on from number 4, it’s great when your ads are bringing in new prospects – reaffirming you’re following a sound marketing strategy that works for you. When do you stop? Was it a seasonal rush that brought in the new business? Just as important as setting up the campaign correctly is knowing when  to run it. Once you’re happy with the capacity of your business and no longer need the extra boost from PPC, don’t forget to stop (or pause) the campaign so you save money.

 

You are the expert in your business. If you’re looking for help setting up or monitoring your Pay Per Click Advertising campaign, contact us today  info@trulium.com