Advanced search engine marketing strategies can help take your pay-per-click advertising and search engine optimization efforts to a new level of productivity. These PPC and SEO tips are for hungry business owners and marketers looking to elevate their SEM results.
Over the years, Google has implemented many ways for new PPC advertisers to hit the ground running. They offer support reps, promotional credits, and simplified, all-encompassing campaign modes, such as their performance max campaign, to help new advertisers break into the world of pay-per-click marketing.
And while these incentives are great for new advertisers, a more seasoned search engine marketer will find themselves looking for more advanced search engine marketing strategies to leverage, to optimize their PPC campaigns and deliver more traffic, better return on investment, or both.
The beautiful thing about PPC and SEO is that there's no finish line. There's almost always a better way to do things. And just when you think you have it figured out, a new feature is released or the system changes, forcing you to adapt, evolve, and improve.
Once your search engine advertising campaign is 3-12 months old, depending on your vertical and how much time has been spent on optimization, it will come time for you to really dig deep into your campaign's granular features, to look for opportunities for enhancement.
If you've never taken a look at your PPC campaign's performance by device, this could be a huge area of opportunity. Maybe your company's industry is better suited for promotion on mobile devices because you sell something people are looking for on the go, like coffee or lunch.
Perhaps you're an architect and sell services that involve a lot of research. Maybe users are more likely to be on their desktops or laptops browsing these services during evening hours.
If you sell brunch, a bid adjustment increasing your bids on Saturdays and Sundays is probably a great idea.
These are just a few examples of why altering your pay-per-click bids based on device type, time of day, or day of the week, are worth considering.
Does your business sell products or services that cater to a certain age group or income bracket? You can include or exclude users based on this sort of demographic data as well. Or you can increase or decrease your PPC bids to gain more exposure to men versus women, or vice versa.
A testosterone replacement therapy clinic, for example, probably wouldn't want to waste their precious marketing budget rendering ads to young women.
But its mind blowing how much money is wasted each year by advertisers who are running unoptimized digital marketing campaigns in this manner. And I suppose if it weren't for that fact, digital marketing agencies like ours wouldn't exist.
You can also increase or decrease exposure by geography, too, if certain areas are of greater value to you. As I'm sure you can imagine, we're just scratching the surface here. There are dozens, if not hundreds of elaborate ways to optimize a search engine advertising campaign.
Once you've graduated past the early stages of your pay-per-click campaign, you have another awesome PPC tool at your disposal. Data, and lots of it.
Pairing your experience with the data that's been accumulating in your digital marketing dashboard opens up a new world of possibilities as far as advanced search engine marketing optimizations are concerned, and a seasoned digital marketing firm can certainly leverage your historical data to help you take your digital ad campaigns to the next level, so never delete your old campaigns, even if they're not working to your liking.
On the organic side of the SEM equation, there's also a lot that can be done to maximize impressions, clicks, leads, calls, and sales for your business.
The first item that needs to be reviewed is your website. How it looks, what it says, and how it functions. Once that's been reviewed and optimized, the next order of business is optimizing your website's metadata, as it will impact what users see on the search engine results page, as well as what search engine crawlers see when they scan your website.
Search for your business name and your core service offerings online. How much content do you see about your business? Does your homepage even show up? Are there lots of other sites like social media sites or business directories that display your pages? If you're a local business, have you searched your business name or main products and services on the various map applications?
Take some time to audit when and where you're showing up on search engine results pages. And if you do find yourself, make sure all your pertinent business information is up to date and consistent across different websites and applications.
It's not a quick project, but if the long-term health of your business is important to you, we promise it's time well spent, because several weeks after you perform these modifications, updates, and enhancements to your web presence in search results, if you take a look at whatever analytics dashboard you use, you will likely notice improvements across the board.
We understand that this is a lot to take on for a busy business owner or marketing manager. And we haven't even touched on social media marketing yet. Doing all of this digital marketing the right way by yourself, isn't realistic for most businesses or marketers. Even if you have the knowledge or willingness to learn, your schedule likely pulls you in too many other directions for you to be able to adequately monitor this many tasks efficiently.
But folks like us are here to help. We offload some or all of these tasks from your plate onto ours, so that you can focus on everything else that you do when it comes to your business responsibilities.
If you're looking to spearhead digital marketing efforts on your own, we commend you. Welcome to the club. It's quite intoxicating once you get the hang of it and start seeing real results!
And if you're considering hiring expert-grade help for your search engine marketing or social media efforts, you've come to the right place. We can help your business completely overhaul everything outlined here and then some.
We offer dozens of different digital marketing services to help businesses of all sizes. Along with free campaign reviews, quotes, and proposals. Feel free to reach out to us if you're curious what types of online marketing optimizations might make the most sense for your business, because dissecting these issues and providing solutions for them is what we love to do.
Cheers,
-AS
Comments