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What Makes A Great Landing Page?

A converting landing page is the cornerstone of any online business. No matter how good the content is and how well optimized the ads are, the bounce rate is bound to increase without a good landing page. 
 

The layout needs to be flawless and easy to navigate. The landing page needs to grab the attention of visitors and convert them into leads.
 

So, let us discuss a few tips to make a great landing page.

8 Tips To Make A Great Landing Page

Tip #1: Clean and Organized Design

The main aim of a landing page is to increase the conversion rate, and to do that, it must be well organized. The overall design of the landing page has a massive impact on visitors. A cleanly designed landing page makes it easier for customers to navigate across the website. They should be able to go from one portion of the page to another in a hassle-free manner.
 

A good landing page needs to have eye-catching colors. For example, a contrast between the color of buttons and the background of a landing page provides an attractive look.
 

Short-form landing pages work best for minor purchases. A recent study shows that a gym chain could boost sales by a wide margin because they used a shorter landing page.

 

Tip #2: Implement Minimalism

Too many elements present on the landing page confuses visitors. Display only minimal information that is needed to increase the conversion rates.
 

 It is good to use bullet points to arrange all the essential points in an orderly manner. Important headings can be highlighted. Visitors also prefer to see numbers. So, using numbers to mention relevant discounts and promotions will boost sales. 
 

Only when the visitors are interested in knowing more about the product will they scroll down for it. So, make sure to display the extra information only in the lower portion of the landing page.
 

Only the critical points need to be placed in the upper part of the landing page – that will help to boost the landing page. 

 

Tip #3: Use Trust Signals 

An effective landing page makes use of trust signals. Trust signals will reassure visitors that the website is trustworthy and branded. Often, a trust signal is little more than some well-designed logo. Testimonials also act as trust signals. Some websites even display the “Like” button that shows the number of likes the brand has on social media platforms. Even trust badges such as “Fortune 500 Company”, “DELL certified,” and “Verisign secured” are useful and powerful tools that act as trust signals.
 

The purpose of trust signals is to assure a customer that they have made the right choice when buying the product. They can also help show that the retailer belongs to a particular trade union.
 

Person on smartphone looking at hotel landing page

Tip #4: Mobile-optimized Landing Page

A significant population across the world browses through eCommerce platforms on their mobile phones. Thus, a vital requirement of a good landing page is that it must be mobile optimized.
 

The bounce rate of a site whose landing page is not mobile optimized is bound to suffer. Mobile optimized sites need to be compelling enough to entice visitors to take action.
 

 As per recent research, even after using a responsive theme, the landing page elements were designed for its desktop version. Flashy graphics and designer fonts occupy excessive space in mobiles, which may slow down the loading time. To avoid motion at a snail’s pace, use streamlined navigation for your mobile-optimized site. Otherwise, a slow load time will decrease your conversion rates. Also, pop-ups, forms, etc., may be used to attract the attention of the visitors.

 

Tip #5: Use An Attractive Headline

The headline of a page has to grab the attention of the visitors immediately. It needs to be concise but compelling. A maximum of ten words should be enough for a headline.
 

A short, to-the-point, and catchy headline will help the visitors get to the point immediately. The purpose of these headlines is to tell exactly what services the brand intends to provide.

 

Tip #6: Use Persuasive Subheadings

If a heading draws people to a landing page, a subheading should be what makes them stay. An appropriate subheading is strategically placed below the heading. It needs to be a bit more detailed and persuasive than the heading. If the visitors find that subheading does not enforce what the heading talks about, they will not hesitate to bounce back.

 

Tip #7: Use Images Wisely

Visual content is an essential requirement for designing impressive landing pages. Psychology states that the human brain processes images much faster than text. A landing page without pictures will not leave much impact on the human mind.
 

However, make sure not to use too many images. A blend of content and relevant pictures should do the trick. 
 

Check for the following characteristics before displaying the pictures on your landing page:

  •     The images should be optimized
  •     The primary purpose of an image should be to grab the attention
  •     The image needs to be relevant to the website or product
  •     Premium quality images should be used

 

Tip #8: Be Honest

The search engines crawl through landing pages regularly to understand the services the brand offers. They promote only those websites that are genuine and reliable. Make sure not to make any false claims.
 

Do not promote camping products and land the visitors on a page about cycling. Both the visitors and the search engines will disavow the website leading to a fall in its rankings.

 

Final Words

The main aim of any landing page is to convert visitors. Displaying too much of anything will increase your bounce rate and decrease your conversions. So, make sure that the landing page contains a blend of everything essential. Follow the tips mentioned above to make sure that your landing page is worth the visitor’s click.

 

 

 

 

 

 

How to Prepare Your Digital Marketing for the New Year

Digital marketing has drastically changed this year due to the COVID-19 pandemic. As we approach another year, you need to note these changes and consider them when charting your new digital marketing game plan. By looking at the critical facts and anticipating another wave of possible changes, you will be closer to implementing the best marketing strategies.
 
Planning takes a lot of work, and implementing is even more difficult. But with your wise decisions supported by carefully considered factors, you are for sure on the right digital marketing path. In this post, you’ll get to see how marketing evolves on a strategic level and what specific trends you need to look out for next year.
 
To develop an effective plan, contemplate how your short-term goals can influence your business in the long run. Focus on the importance of statistics, research, trends, and data to grab opportunities when strengthening your digital marketing strategy.
 
Here are a few tips on how to prepare your digital marketing for the new year:
 
 
 1. Determine Your Goals and Objectives

Knowing what you want to accomplish ensures that you won’t get lost while achieving your objectives. Marketers are more likely to get stuck at a certain point when there isn’t a clear set of goals and objectives.
 
Evaluate the results of your annual performance and use them to create a more effective plan and strategy. Since digital marketing is evolving quickly, what may be good and useful today can quickly become outdated and not work at a future time.

 

 2. Provide a World-Class Customer Experience

Customers keep on coming back when they have a seamless experience with your service. This helps you build a positive business culture, making people feel important and satisfied. But the question is, how can it be possible to gain customers even without convincing them?
 
The answer to that question is the quality of service you will provide. With that being said, you have to make sure you keep an eye on website optimization first.

 

  • Make access convenient and friendly – More and more people are using mobile devices. When it comes to searches, you have to make sure that your website allows mobile viewing.

 

  • Add a chatbot to your website – Chatbots are available anytime to answer queries from customers. It has been proven to be very efficient and cost-effective.

 

  • Optimize voice search – This is another convenient way to help customers with their concerns. It is practical and helpful, especially for busy people who have no time to do text-searching. It would be best to have an updated Google My Business profile to ensure that your business is optimized for voice-based search. An updated GMB profile means your business will be included in Google results.

 

 3. Widen Your Social Media Presence

Get a feel for what resonates most with social media audiences by publishing a compelling set of topics. It is challenging to boost your social media presence when you don’t have many followers yet. This limitation can be remedied because there are tools for different platforms to help you spread the word about your business. These include tools such as Facebook Insights and Instagram Stories. In Facebook Insights, you get to know the statistics about your posts’ interactions. You can then determine where your audience comes from. Meanwhile, Instagram Stories are perfect for showing customers why you have a relatable brand.
 
Another way to reach your target audience is to hire influencers. Look for influencers who have followings that are likely to be interested in your products and services. These influencers don’t need to have millions of followers, as it won’t be cost-effective. Micro-influencers are best for this arrangement since they have a hold on a specific market niche.
 
Digital marketing team looking at computer and one person pointing at laptop screen

 4. Increase Traffic Using Quality Inbound Links

Inbound links are backlinks or hyperlinks that connect one web page to another. Link building is a great way to improve search engine ranking. Never overlook the importance of an inbound link if you want to rank on search engines and be at the top spot. Just always remember that what counts here is the quality of inbound links and not quantity alone. An authoritative or recognizable website can help you meet this goal since most people trust a reputable website that produces high-quality content. High-quality content is considered such when it’s relevant, unique, and creative.
 
 

 5. Consider Video Advertising

Videos are compelling when they have creativity. It can influence and persuade many people about their buying decisions. Having a video advertisement gives you a chance to tell your story and build a connection with prospective clients. The cost can be high when producing videos but rest assured that the benefits will exceed the expenses when it fulfills its purpose.
 
 

 6. Consider the Effects of Adblockers

Ad blockers filter out advertisements, whether it’s paid or organic. Many internet users rely on these blockers to avoid being bombarded by multiple ads. Given that, if you are running a pay per click campaign, users surely won’t see your ads. Regardless of how well designed and intelligent your marketing strategies are, it’s of no use when people won’t see them. To resolve this, you need to think of another way to reach your target audience by exploring other marketing channels. For instance, email marketing will bring you closer to your prospective customers. In this highly personalized method, you obtain a higher return on investment and reach a wider channel.
 
Marketing tactics are changing, and the best way to keep up is to be incredibly flexible. In order to become successful, there’s a need to adapt to change and be open to continuous improvement. The methods you have created during a calendar period might not suit the new trends in the next calendar year. So, don’t settle too much in your existing strategies. Try to assess and, if necessary, reinvent. The progress that results from well-planned digital marketing drives the whole industry forward.
 
Need help managing your digital marketing efforts? Reach out to us today and learn more about how Salt Rank can help your business grow online!

How to Improve Your PPC Campaign Strategy

PPC (pay-per-click) advertising today is among the best ways to generate new leads and get more sales. So, of course, you’ll want to optimize your PPC strategy to get optimal results.
 
Firstly, since a PPC campaign targets specific keywords, you end up getting more targeted traffic. Therefore, PPC will reduce the risk of receiving worthless leads and boost your conversion rate in the long term.
 
Plus, paid ads can be sent out immediately, so even if your business is brand new, you’ll still get faster results than with inbound marketing strategies such as SEO.
 
That’s not to say that you shouldn’t focus on long-term inbound marketing strategies like SEO, but you can use PPC alongside it to increase your sales even more!

 

Strategies for Optimizing Your PPC Campaign

Regardless of if you’re going to create your 1st or possibly even 20th PPC campaign, you’re surely reevaluating what the best tips and strategies for optimizing your ads, increasing conversions, and increasing sales are. Use these strategies below to tweak your PPC campaign. When going into this, don’t worry about experimenting – you’ll inevitably find ways to make your ads even better.

 

Improve Website Performance

A quick loading website is essential since visitors will be more likely to leave your site if it takes more than two seconds to load.
 
You can see how fast your site loads by using tools like “Google Pagespeed Insights.”

 

Keep Updating Your Keywords List

When you initiate your first PPC campaign, you probably had many keywords to include. Since you spend a specific amount for each keyword, you should evaluate the performance of each one, then delete the keywords that aren’t working effectively.
 
When you do this, you can basically cut out the waste from your budget (underperforming keywords), and instead redirect it to the keywords that actually perform well.
 
Be sure to also remember to add negative keywords! That way, you won’t end up ranking for the keywords that bring in the wrong type of visitors.
 
 

Make Your Landing Pages Localized

Your business likely operates within a certain area, so you should endeavor to use localized landing pages to their fullest potential to reach the right people at the right time and place.
 
However, if you operate in several different locations, make each one have a unique landing page. Try your best to ensure that the user has a personal and relevant experience with your website.

 

Make Your Website Easily Accessible and Secure

A website that’s easy to access will make it easier for your visitors to read and browse through. Accessibility mostly has to do with font choice, writing shorter paragraphs, improving readability, using a good design, and including different content formats such as videos and images (wherever fitting).
 
But there are some important rules to remember for excellent website accessibility. Have a look over these, and while you do, keep your website’s security in mind.
 
Also, remember to use https instead of http. Otherwise, Google will actually make it harder for people to find your website. They penalize unsecured websites (those without https). If you do get penalized, that would likely damage your PPC campaign and cause it to underperform.
 
 

Create a Re-Marketing Strategy

Re-marketing, aka retargeting, refers to tracking site visitors and then showing them relevant ads on other websites and on social media.
 
This is an excellent way to turn leads into customers, particularly if the lead wasn’t ready to buy your product on the first visit (or you couldn’t obtain their email address/contact information).
 
Salt Rank Digital Marketing Agency Kansas City person on phone digital web ppc
 

Ad Extensions

Ad Extensions is a free addon that people can use to boost their paid ad campaigns. A free boost is something that you should definitely take advantage of.
 
What are some ad extensions that can be used for a PPC campaign? A few are: review, sitelink, and callout. These extensions will inform users on what your website is about and how other people perceive you. It will also give them a snapshot of what they will find on your site if they follow the direct link.
 
Extensions that allow users to contact or call you directly can also be beneficial.

 

FOMO

Fear of missing out as a marketing strategy works wonders. Several different urgency tactics work phenomenally well, and frequently successful ad campaigns utilize a combination of tactics all at once.
 
Using the scarcity tactic right from your PPC ad is simple. Just use phrases like “24 HOUR SALE – don’t miss out” or “free X for the first Y customers,” etc. will all work to elicit the FOMO in leads.

 

A/B Testing

A/B testing should be something that you do regularly for your ad campaigns. After all, many factors can influence a lead’s decision to click or buy your product. That is why you should be testing every possible element to reveal which ones have the most influence on the purchasing decision.
 
For instance, you could make several versions of your current landing page and see which headlines and designs work best
 
 

Work on Your Copywriting

Copywriting is a vital part of your pay-per-click ad. Since these ads show up in the search engine results, you don’t have the option of displaying an album of photos or a playlist of videos.
 
So, your written content will be the focus of attention. If you’re new to PPC campaigns, then one of the best uses of your money is hiring professional copywriters that have experience working on similar campaigns before.

 

Focus on the Channels That Convert Best

It may take some time, but you’ll eventually see which ad channels produce the best results.
 
If you’ve already spread yourself out across many different channels, then try this: do a mix of search engines and social media platforms (such as Facebook and Linkedin). Sooner or later, you’ll discover which kind of channels are more worth your time. Once you do, you can continue to raise your budget to drive more traffic from these channels.

 

Do’s and Don’ts of the Perfect Landing Page

PPC landing pages are something that every business struggles with. While they may seem simple in theory, their execution is often less than desirable.

Poor execution might be because several different departments can get involved in the creation of a single landing page.

Each part of a company can have a different agenda for the landing page. Customer service wants to highlight their warranty plan. IT wants to stick with their ordinary web template, and the legal team wants to put the company’s policies in an attention-grabbing place.

So many competing interests.

How can you, as the company’s PPC expert, possibly make visitors convert amidst all these competing agendas?

As you know, a PPC landing page can’t do everything on its own.

So how do you balance these different goals?

Start with these do’s and don’ts of the perfect PPC landing page. Here are the do’s, first.

PPC Landing Page Do’s

1. Make Sure That Your Headline, CTA and Offer all Align

These things must align to prevent confusion among visitors. Remember this rule: confusion is bad for conversions.

To bring more clarity to your landing page, follow this rule: the copy should be all about the user.

Discuss the outcome and benefits for the users who decide to take action. And most importantly, remember to keep the writing clear and straightforward.

Now, this is not as easy as it sounds. You might need to start working with a pay per click company.  It takes experience to know how to write compelling copy, stick to the main point of the page and come at it from the perspective of prospective customers.

2. Improve Your Website Design and Graphics

Good web copy is essential – but so are the images and design. They need to meet specific standards so as not to undermine the compelling content that you’ve written.

The first rule is that you need to use images that are relevant to your offer. If you’re selling a book, then you need a picture of the book.

Sounds simple, but this doesn’t always happen for various PPC offers.

The second and final thing you need to know regarding design is that frequently a simple landing page design is all you need, supported by a clear and bold CTA button.

3. Show Your Product In Motion

Videos can do wonders for conversions, especially when offering hard to describe products or services.

However, that doesn’t mean that you should stick any old video onto your landing page. On the contrary. Videos, like images, need to be as relevant as possible to the goal of your landing page.

4. A/B Test Trust Signals

These are things that signal trust. They can include testimonials, trust seals, etc.

You don’t need to clutter your page with them. Even just one or two good ones can tip visitors over the edge and into your sales funnel.

Your landing page may not need them, but you should test them first.

5. Utilize Your Thank You Page

Not only is saying thank you the polite thing to do, but it’s also the right thing to do!

What do we mean by that?

Well, your company might, for example, want to include a bunch of different links on your landing page.

Instead of doing that though, save some of those links and call to actions for your thank you page!

This way, you can have your cake and eat it too.

Keep your landing page clean. And remember this: the conversion doesn’t have to end the conversation!

6. A Landing Page is Not Set in Stone

You should expect possible resistance from your company to landing page revisions or new landing page additions.

After all, landing pages are a big deal to the company’s bottom line, and represent a significant change – and change can always be scary.

Not only that, many companies also collaborate at length before publishing a landing page. Redoing them can be an alarming prospect.

So to sell the idea to your company, start by implementing some of the essential changes. Perhaps the results of those changes will help them see your point of view better…

PPC Landing Page Don’ts

7. Leave Out Distractions

Distractions include external links, social media links, sidebars, site menus, etc. These are (or should be) an obvious no-no.

After all, why would you want to lead your prospects astray when you’ve got them right where you want them?

Don’t let prospects get lost in the woods, because they might not come back.

8. Don’t crowd your landing page with different agendas

Finally, we come full circle to our first point, the most critical part of creating a perfect PPC landing page.

The goal of a PPC landing page should be above all else conversions.

Multiple agendas on your PPC landing page will interfere with this goal.

What are conversions?

Conversions in B2C means selling your product or service.

Conversions in B2B, on the other hand, could mean any of the following: capturing an email address, signing them up for a webinar, or having them download a freebie like an eBook.

You don’t want to ‘oversell” on a landing page by presenting multiple different options. Having “contact us, read this post, read that post, look at our new service offering,” and so on, will just clutter your PPC landing page.

If you want to create several different calls to action, then you’ll need to create several different landing pages. Makes sense right?

It’s a lot easier than it sounds, especially when you have already come up with your landing page design template.

Conclusion

While this advice will give you a good start in creating the perfect PPC landing page, it’s by no means a comprehensive list, nor will every tip here work for every company. You’ll need to test these ideas out for yourself and see how they pan out in your PPC accounts.

After all, PPC can be full of surprises. Every PPC marketer has seen things that shouldn’t work work, and things that should work, not work at all.

Even if these are the right principles for the majority of PPC experts, individual companies might do some things differently.

So please spread the word, and let’s try and get every company on board with these principles.  

If you’re ready to start working with a pay per click company, we’d be glad to help. Reach out to us here.

Pay-Per-Click Marketing: Using PPC to Build Your Business

Pay-per-click marketing is a way of using search engine advertising to generate “clicks” to your website.  One specific way that you’ve probably seen is Google Ads PPC.  The pictured ads at the top of a search with sponsored in the corner, or those links in the search lines with the little green box that says ad in them.  That is what pay-per-click advertising is.

ppc-marketing

Here’s how it works.  Every time your ad is clicked, a consumer is sent to your website and you pay the search engine a small fee, hence the term pay-per-click.  When your PPC campaign is well-designed, that fee will be trivial because the visit is worth more to your business than what you pay for it.  For example, if you paid $5 for a click, but the click resulted in a $100 sale, using PPC would be a given.  In order to make the most of your PPC campaign in Kansas, contact an advertising agency that specializes in pay-per-click to help you develop the best campaign for your specific business.

Ultimately, pay-per-click marketing is a win-win scenario for everyone.

  • It’s good for the searchers – Research has shown that searchers click on paid search ads more often than any other form of digital advertising.  This means that people really don’t mind being advertised to, provided that the products and services advertised actually fit what they are looking for.  Because pay-per-click ads are search engine based, the results and ads shown are generally highly relevant to what that consumer was searching for. 
  • It’s good for the advertisers – Advertisers are offered a unique means of putting their product in front of consumers who are actively and specifically seeking out that product.  This is because searchers reveal their intent through their search query.  Advertisers are also able to accurately measure the quality of the traffic that results from each search engine click which enables them to fine-tune their advertising efforts.  Your local pay-per-click company in Kansas, such as SaltRank, is a great place to start a winning PPC campaign.
  • It’s good for search engines – PPC enables search engines to meet the needs of searchers and advertisers at the same time.  Searchers comprise their user-base and they want to provide relevant results to those searchers so that they stay happy users.  Advertisers provide the search engines with their revenue stream, so the engines want to ensure that the ads shown are relevant to the consumer so that the advertiser has success and continues to use them as a marketing strategy.
ppc-marketing

A unique advantage of PPC marketing is that Google (and other ad networks) don’t just reward the highest bidders for that ad space.  They reward the highest-quality ads that are the most popular with the users.  So, the better and more relevant your ads are, the greater your click-through rates will be, and the lower your cost per click will be.  This is a great reason why you should contact an advertising agency specializing in pay-per-click advertising.

Is Pay-Per-Click Marketing Right For You?

So, now that we’ve discussed a bit about pay-per-click marketing, let’s discuss whether it’s right for you.  PPC offers advertisers a unique opportunity to:

  • Grow your customer base – PPC allows you to connect with searchers who are actively looking for products and services like yours.
  • General leads at low costs – Because pay-per-click marketing allows you to reach leads and prospects when they are researching and looking to buy, it’s a highly effective way to bring interested visitors to your site and likely convert those visits into sales.  Also, search engines generally offer an algorithmically generated discount for making their users happy.

In truth, pay-per-click marketing is a strategy that can work for almost any kind of business.  Whether you’re looking to sell products through e-commerce sites, generate leads for a service-based industry, build your brand awareness, or drive foot traffic to your local store, PPC can help with that.  The difficulty is in the execution.  In order to get the most out of your pay-per-click campaign, you need to follow a few best practices.

Keyword research. 

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Keyword research for PPC can be very time consuming, but it is incredibly important.  Your entire PPC campaign revolves around keywords.  The businesses that are the most successful are continuously growing and refining their PPC keyword list.  If you only do your keyword research once, you are likely going to be missing out on hundreds or even thousands of valuable, low-cost and highly relevant keywords that could be driving traffic to your site.  An effective keyword list should be relevant, exhaustive, and expansive.  In addition, your PPC keyword strategy should also include regular negative keyword discovery which can help to ensure that your ads are not showing up for searches that are not relevant to your business.  If you’re looking for help and advice with this in Kansas, don’t hesitate to reach out to a local advertising agency that specializes in PPC advertising.

Managing your pay-per-click campaigns.

Once you have created your ad campaign, you’ll need to manage it regularly to make sure that it is, and will continue to be, effective.  Regular account activity is one of the best predictors of account success.  You should be continuously analyzing the performance of your ads.  Even 20 minutes a week can make a bit different.  Here are a few things that you should monitor and adjust as necessary.

  1. Add PPC keywords – Expand the reach of your pay-per-click campaigns by adding keywords that are relevant to your business.
  2. Add negative keywords – Add non-converting terms as negative keywords to improve your campaign’s relevance, as well as reducing wasted spent. 
  3. Split Ad Groups – Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you to create more targeted ad text, and better landing pages.
ppc-marketing

By continuously optimizing your pay-per-click campaigns, you’ll be able to grow your customer base and increase your ROI.  Don’t be afraid to reach out to your local advertising company in Kansas to help you with your PPC campaign.  Spending a little more money to get started on the right foot can increase your returns and decrease your costs in the long run.

How to Use PPC in Kansas City

If you are a business owner, you know that a successful marketing campaign is worth its weight in gold. So how do you go about running a successful marketing campaign? With all the options out there, it can be challenging to figure out where to spend that all-important advertising budget. 


Thankfully, we are experts at Salt Rank in Kansas City and are standing by ready to help you navigate the world of online media advertising. From Search Engine Optimization to PPC advertising, our expert staff is ready to help, no matter the size of your business.


So let’s take a look at one of these areas of expertise. PPC or Pay per click marketing and advertising. What is it? How does it work?


Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal is to lead the person viewing it to click through to the advertiser’s website or app and then complete a valuable action, such as purchasing a product. One of these popular advertising platforms is search engines. They allow you to display ads that are relevant to what users are searching for. Advertising services like Google Ads and Bing Ads operate with real-time bidding, where advertising space is sold in a private, automated auction using real-time data.

How Paid Search Works

Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword. A combination of multiple factors is used by the search engine to determine who will win the auction. These factors include the bid amount and the quality of the ad. To get involved in these auctions, advertisers use accounts on platforms like Google Ads to set up their advertisements and determine where and when they would like those ads to appear.

Keywords

Keywords lie at the center of PPC, connecting advertisers to users’ search queries. Advertisers can choose whether to match keywords with search queries exactly, or they can allow for variations such as the different ordering of the words, different spellings, or the inclusion of other words. It is also possible to have negative keywords which help to prevent irrelevant traffic as the ads won’t display from search queries containing those keywords.

Ads

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Ads are what the users will see if the auction is won. They typically contain a headline, URL, and a description. On a SERP they can show up on top of the results or at the bottom of the page. Services like Google Ads and Bing Ads also provide features called ad extensions that enhance the appearance of ads. Some of these extensions include site extensions and call extensions. These extensions can increase the visibility of your ad, as well as communicating more information.

Ad Rank

There is more to winning the auction than just having the highest bid. Search engines also look at other factors to determine which ads should be at the top and most valuable spot. They consider the bid amount, but they also consider ad relevance and quality, the context and time of the search, the format, and whether ad extensions were used. The quality can be determined by things like the historical click-through rate, the relevance of the keyword to the ad/search query, and the landing page quality. Your ad should be high quality and relevant, but your company’s website’s ease of use and good user experience are also essential in determining whether and how often you will win the bid to have your ad displayed.


In short, it can be a somewhat complicated thing to figure out if you are just getting started. That is where hiring a service like Salt Rank in Kansas City can come in handy. They specialize in this type of marketing and have proven strategies to ensure success. They can provide you with benefits like:

Ad Creation

Because it all starts with the creation of your ad, at Salt Rank, we are always testing new ad concepts and comparing results to ensure we are using ads that generate the most ROI for you. This can help to ensure that you aren’t unintentionally wasting your budget on clicks that have no value to your business.

Keyword Optimization

While an ad campaign can never be perfect, we strive to get as close as possible. We continuously monitor, test, and optimize your ads to increase efficiency and cost-effectiveness. We research demographic data, performance reports and even check your clicks to try and ensure that unqualified clicks are prevented, decreasing your costs, increasing your conversion rate, and ultimately increasing the number of clicks you receive.


PPC advertising can be a great way to reach a high number of customers without it costing an arm and a leg. To ensure you get the most out of your advertising budget, consult with an agency to help you to navigate the world of online PPC advertising successfully.


Contact us today if you need help setting up and managing your PPC advertising!

Pay Per Click Marketing | A Beginner’s Guide

Pay per click marketing is an incredibly powerful marketing strategy that can help companies generate thousands in revenue. With the ability to set up a campaign in a matter of minutes, directing consumers to your company’s website, a company can start reaping the rewards almost immediately, making it an essential strategy for many companies.


So you’re probably wondering, how does pay per click (PPC) work?


If you are looking to improve the effectiveness and ROI of your marketing campaigns, then understanding how PPC works is essential. Many businesses jump straight into making their PPC campaigns then complain when they don’t see the returns they were expecting. By understanding how PPC works, users will have a much better chance of having a successful campaign.

How Pay Per Click Works:

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When it comes to PPC, there are three main players: advertisers, the middle man (or PPC network), and publishers.

Advertisers

Advertisers are businesses or individuals who use PPC to promote their products or services. They pay the PPC network to display their advertisements on their network. Whenever a visitor clicks on their ad, they are charged money by the network. This is where the term “pay per click” came from.

Network

Networks are the websites where the advertisers display their ads. A few examples of networks are sites like Adwords, Bing Ads, Facebook Ads, or even Google. Networks charge Advertisers every time an ad is clicked. The amount they are charged depends on the keyword they are targeting and their competition. It can be anywhere from a few cents to tens of dollars for each click.

Publishers

Publishers are individuals who team up with PPC networks in order to earn revenue from displaying their adverts. Almost all publishers own some website which they can show adverts on. When website visitors click on these adverts, publishers receive a split of the revenue. How much they receive in the end depends on what keyword the user clicked and what the average bid of that keyword was. Many PPC networks introduced publishers with the aim of increasing the network’s display and potential audience. By having their ads displayed on more websites, apps, and videos, a more extensive range of users can is reached. 

The Bidding process

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The way that a Network determines the cost to the advertiser of each click can be a complicated process. A keyword that is very common, and that has a lot of competition from multiple advertisers will be much more expensive per click than a keyword that is not as commonly used. Also, as there are only a limited number of advertising slots available on a web page, businesses need to battle it out to claim their spot. This is where bidding comes into play. Depending on the keyword you choose to bid on, you can also bid for the placement of your ad. However, it’s important to note that bidding for the number 1 spot is not always worth it. It is still possible to have a successful campaign by being in the number 4 spot. The chances are that you will pay a lot less than the 1st position, but will still receive relevant clicks. 

When advertisers create PPC campaigns, they are often given a choice between having advert displayed on the network, or displayed with their partners. The benefit of having publishers and partners means that advertisers can often pay less per click than they usually would.

Quality Score

Another thing to consider when devising a pay per click campaign is to consider the quality of your ad. Quality Score is Google’s way of rating the quality and relevance of the ads displayed. It is used to determine your cost per click, and also your ad position. Making sure that you have a good quality score can be the difference between paying a small CPC and a huge CPC. If you want to increase your chances of having a good ROI and a successful ad campaign, then you need to ensure that your ads have a good quality score. So make sure that you have a relevant ad with relevant keywords. A good CTR and a quality landing page will pay dividends in the long term.


If you are starting out with this, getting in touch with a company that specializes in this type of marketing can be a huge help. Using pay-per-click services the right way has great potential in helping your business to succeed.

Maximize Your Business Sale With An Effective PPC Campaign

 

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PPC management is a complex process and involves in depth analyzing and superior skills. You must choose a reputed PPC company who specializes in delivering an effective PPC advertising and marketing campaign.

 

A meticulously planned PPC campaign optimized with conversion boosters will deliver targeted website traffic. A  digital marketing agency employs experts who are creative and have proper knowledge and experience regarding pay per click strategies for augmenting business processes.

 

PPC (pay per click) campaigns help to derive targeted traffic to your website. One of the most effective ways to maximize efficiency and boost ROI is to optimize conversion rate (CVR) by testing innovative approaches without putting undue pressure on the budget.

 

Five techniques that will help you build more conversions and secure good results in 2018 and beyond.

 

 

Optimize keyword quality scores

 

Quality scores are often considered as one of the most important things which invariably lead to reduced costs and better ad positions.

 

 

The three main elements that determine QS are:

 

 

i) Ad relevance –Establish clearly how far the keyword is relevant to the ad copy. Create significant headlines; focus on the needs and sensitive points of your targeted audience.

 

 

ii) Landing page experience – Quality scores are basically dependent on the landing page experience and expected CTR. If the landing page experience is not good, your quality scores will be bad. People tend to click faster and convert faster on your landing page if it is explicitly and unambiguously designed. Dynamic text replacement (DTR) will provide some quick benefits and can improve quality score.

 

iii) Expected CTR (click-through rate) – PPC experts consider CTR as one of the most crucial factors when determining QS. Having more high-quality ads will generate more clicks and conversions as compared to ad groups with merely one.

 

2. Intellectual Re-Marketing

Customers who visit your landing pages are at various stages of their buying journey. Intelligent re-marketing is a unique way to connect and engage visitors to your website who may not have made an instant purchase. The main aim of re-marketing is to capture the interest of lost users as well as retain customers. Never serve the same messaging. Find innovative ways to add value up and down the funnel.

 

Tips for remarketing ads in order to capture the interest of lost leads:

 

 

i) Test different lead magnets: Different visitors respond to different types of media. Split-test your remarketing ads to offer an e-book and webinar.

 

ii)Name-drop influencers: Include popular influencers in your remarketing ads. This alliance builds up trust.

 

iii)Use dynamic targeting: Serve specific ads to different audience segments.

 

3. Utilize the innovative concept of machine learning

 

AI and machine learning brings the promise of higher-performing marketing at speed. This is an automated endeavor which also aids in budget management. With this you will be able to use more data than any human can handle in order to make quick adjustments in real time.

 

4. Test new ad extensions

 

 

It is important to capture as much SERP (search engine results page) as is possible. In order to do this, you can test different ad extensions on your top-performing campaigns.

 

Ad extensions are available in different forms, the most popular of which are:

 

i) Sitelink Extensions

 

ii) Callout Extensions

 

iii)Structured Snippets

 

iv)Location Extensions

 

Google provides additional extensions for ads that appear on the mobile devices. These are:

 

i) Message Extensions

ii) Call Extensions

 

5. Highly developed segmentation with in-market audiences

 

By using in-market audiences within your display ads targeting, you can easily target users according to their consumer behavior, as well as the content they have shown an interest in online. Thus, you can serve hyper-specific ads to customers who exhibit an interest. Ranging from persona segments to product categories, there are numerous options.

4 Steps to Making your PPC Campaigns Voice Search Compatible

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Here is a step-by-step guide to win over voice searches in your PPC campaigns.

 

Do you know one in five mobile searches was made by voice last year?
The trend is changing. Nearly 70 percent of recorded mobile voice searches were of conversational language. Technology is there to make life easier. And with the emergence of voice searches, it continues to build a deeper, at some times questionable, relationship with the smart devices.

 

That’s not all! Voice search is also turning more natural and rewarding. With a 20 percent chance that any mobile search will be a voice search, it is an important time to get ahead of this trend and start shaping up your PPC accounts.

 

If you are in business and wish to make a profit utilizing Intelligent Personal Assistants (IPAs), such as the Siris, Alexas, and Cortanas, you need to know how you can use PPC campaigns to optimize voice search traffic.

 

Learn four easy steps to create efficient PPC campaigns for voice search:

 

Step 1: Check if your campaigns are receiving voice search traffic

 

For this, export a search query report from AdWords. And if you are managing a high-traffic account, a 30-day lookback window will be suitable to check out. Now filter search terms for the most used personal assistants. Create a column for “search query word count” and check for all queries over six words. This is similar to a more long tail/conversational query.

 

Step 2: Look for your negatives

 

Once you are done with search query gold mining, it is the right time to find your voice queries that might be slightly relevant, but not be ideal for your campaigns. In such cases, adding phrase negatives will help prevent further low-quality impressions.

 

Step 3: Check your existing negatives

 

When you have a legacy campaign, with potentially years of performance data, you have to add low intent/research-based phrase negatives to your campaigns. And to take the most advantage of increased voice search, you can consider removing negatives such as:

 

  • “when does”
  • “where do I”
  • “how to”
  • “near me”

 

Lastly, look for IPAs names within your existing campaign list.

 

Step 4: Build out voice search keywords

 

By now your phrase and broad match keywords will be beginning to pick up voice searches within your campaigns. However, you likely will not be capturing all of the high-value potential queries. So, after exporting your search query list, followed by filtering for voice search queries, you have a pretty good idea of what your ideal audience is searching for.

 

With the help of a keyword tool of your choice, you can begin to build on these long-tail search queries. This is essential to ensure you make the most of your voice search traffic. Later, you can add more conversational-type keywords for your campaigns.

 

So, with only a little bit of analysis and some simple questions to Siri, get started to start testing additional voice search queries in a low-risk environment.

 

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