Trending February 2024 # How To Develop Your Ppc Strategy # Suggested March 2024 # Top 2 Popular

You are reading the article How To Develop Your Ppc Strategy updated in February 2024 on the website Kientrucdochoi.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested March 2024 How To Develop Your Ppc Strategy

A successful PPC campaign begins with a strategy.

You need to know and clearly define what you want to accomplish.

What is your goal?

A PPC or paid social program can actually consist of many different goals.

Sometimes your PPC goals will be obvious, but sometimes this will require more consideration of all of the options available to your organization.

The most common PPC goals include:

Brand awareness

Product and brand consideration

Sales

Repeat sales

Each of these goals aligns with the basic sales funnel: awareness, consideration, and purchase.

For example, a B2B business may have a much longer sales cycle due to researching business solutions and the internal decision-makers’ involvement.

Let’s take a look at each of these five PPC goals and tactics that will help you accomplish each one.

Brand Awareness

PPC is often used for brand awareness to introduce and raise the visibility of a brand or product.

These targeting tactics are the most general but will offer a wider reach.

Similarly, search campaigns with more general keywords can be useful for branding.

For example, if the business sells scuba equipment, potentially bidding on “scuba gear” could increase awareness of the product offering.

The best way to execute this approach is with smart keyword match types and negative keywords.

Product & Brand Consideration

In this phase, when users are considering and researching a purchase, it is a great time to reintroduce the brand with more detailed targeting and more persuasive call-to-action language in the ad copy.

When consumers hit the considerations phase, typically, their search queries will become more detailed and specific.

They may search for brands and product combinations to research, compare, and read reviews such as ‘Samsung 50” TV’ or ‘LG 50” tv’.

Another excellent form of targeting is the in-market list composed of users whose online behavior and action have indicated they are in the market to buy.

Calls-to-action might be:

Request a demo.

Get a consultation.

Free trial.

All of these ideas are meant to entice the user to call or fill out an online web form to initiate conversions.

How the lead is followed-up on will vary for each business, but now you also have information that can be used for PPC and paid social customer match campaigns.

Sales

Consumers who are ready to purchase tend to use words in their search queries that indicate higher intent. This can include things like:

Model numbers.

Shipping information.

Discounts.

Coupons.

Financing.

It is good to have separate campaigns that address this phase by highlighting offers, guarantees, warranty information, or your return policy.

This reassures consumers that your business is the one to buy from.

Make full use of your ad copy and ad extensions.

Remember to set up the remarketing campaigns so that customers are no longer targeted after the purchase.

To do this, set up a “purchasers” list. Exclude that list from the campaign. You will also need it later for repeat sales.

Repeat Sales

PPC is an excellent way to garner repeat sales if your product or service needs replacement, maintenance, accessories, upgrades, or other product cross-sells or up-sells.

In designing the repeat sales approach, ask a few questions:

How long does the product last or need to be replaced?

Is there a new and improved model coming out?

Does the consumer buy multiples?

Are there opportunities to cross-sell accessories or complementary products?

What would motivate the consumer to re-purchase from you? Brand loyalty? Fast shipping? Unique features?

Use PPC remarketing and customer match to re-engage previous customers with messaging aimed at factors that would motivate them to purchase from you again.

Similar to the sales phase, coupons and discounts are always good motivators.

Conclusion

A solid PPC and paid social account should include numerous goals designed to reach and lead the consumer down the sales funnel to purchase.

It might be helpful to outline this in a chart that contains goals, keywords themes, key messaging, and landing pages to get organized and ensure all of the bases are covered.

After launch, review the results and determine how to optimize and allot budgets.

Check the “Attribution” section of the paid media platform or analytics to see campaign paths and assisted conversions to help guide moving forward with a successful account.

You're reading How To Develop Your Ppc Strategy

The Ppc Roi Calculator: How To Forecast And Optimize Your Ppc Roi

We created a PPC ROI Calculator over at chúng tôi to help you in a couple ways:

If you haven’t started PPC yet, you can forecast your ROI.

If you’re already running PPC, you can play with the metrics and see how you might increase ROI.

You can increase ROI by improving its component metrics.

The components of PPC ROI are:

Conversion Rate (CR)

Average Sale

Want to change your ROI? Return on investment increases when more money comes in, decreases when money goes out. So…

If average sale increases, so does ROI. If it decreases, ROI decreases. We want average sale to increase.

If conversion rate increases, it takes less ad spend to get a sale, so ROI goes up. We want conversion rate to increase.

In order to do this, you need a few pieces of information… or you can guess at them.

Monthly ad spend: your client may provide this, or you can recommend one. We prefer clients with a minimum of $5k monthly spend. But some go into the hundreds of thousands of dollars.

Conversion Rate: your PPC CR will differ from the rest of your site, depending on how well you optimize your account structure and landing pages, but you can start with one that’s based on natural search traffic. If your site is new and has no traffic, PPC will help you find this value. Hopefully, your ecommerce site conversion rate is 1.00% or above, and your lead generation site gets 3.00-5.00% or more. Yeah, the FutureNow guys expect better- good for them and their conversion optimization friends. If you aren’t there yet, use my values. If your CR is lower than what I suggest, your site needs work.

Average Sale: if you don’t have this from your website, base it on offline sales, or a realistic purchase. (Are customers likely to buy just one? What’s the price? Use that.)

Enter these into the PPC ROI Calculator and hit “calculate”, and stare in amazement at the results. You’re welcome.

How to Optimize PPC ROI With The PPC ROI Calculator

Once you’ve taken a look at your real metrics, you can play with the values to see how you might realistically increase ROI. Here’s how you could tactically optimize the components of ROI to achieve that goal.

Can you get any benchmarks or look at other businesses doing ppc in the same vertical to find out if your CPC is higher than average? Or, again, try KeywordSpy and SpyFu.

Are you allocating as much of your budget as possible to the keywords that are both low CPC and high ROI? If not, move them into their own campaigns so that you can. Read more about PPC budget optimization here.

Head back to the PPC ROI Calculator and see what decreasing CPC 10% or 20% would do for your ROI.

Average Sale (Value/Conversion)

If you often sell multiple products per conversion, can you incentivize to increase cart size? Upsell and cross-sell your heart out.

Use the PPC ROI Calculator to see what increasing your average sale by 10% or 20% would do to your ROI.

Conversion Rate (CR)

Go back to the PPC ROI Calculator and see what an acceptable minimum CR would do to your ROI. Or if you’re already there, raise your CR by 20% and look at what that does for your ROI.

Work with web designers to improve conversion rate. Integrate conversion optimization into redesign strategy.

After trying out improvements in ROI component metrics in the PPC ROI Calculator and thinking about what you realistically can improve in your PPC accounts and websites, take action. Improve those metrics!

Top 8 Ideas To Optimize Your Ppc Performance

Sometimes it can be overwhelming – where should you start?

There are several components of a PPC account that can help move the needle in your desired direction.

This post provides some ideas to optimize your PPC performance, but certainly isn’t an all-encompassing list.

Here are some suggestions to get you started or spark new ideas.

Find the search terms from the keyword tab in any given campaign or ad group.

Likewise, look for themes around parts/accessories, job hunting, products/service you don’t offer, and competitors’ names you don’t want to show up for.

Use the new negative keyword list to take your PPC optimizations to the next level by creating a shared list to apply to similar campaigns as a proactive measure. This list can easily be updated moving forward and all campaigns sharing the list will be updated automatically.

3. Google Display Network Negative Keywords

Negative keywords tell AdWords, “Don’t show my ad on any pages that contain any of these words.” This can cause limited reach because many relevant pages may contain those words.

4. Ads Per Ad Group

Depending on your business goals, you should come to a conclusion on how you define “success.” Two options for picking winners:

Use a third-party testing tool with detailed insights to recommend best performers.

Manually judge winners by your KPIs. For example:

Highest conversion rate

Lowest cost per conversion

Highest CTR

5. Ads on Mobile Apps/Games

Ads on the GDN serving on mobile apps and games can be a perpetual budget waster and should be reviewed as a starting point.

Easy solution: exclude the placement chúng tôi if this is a problem.

6. Geotargeting

Narrow down the current geotarget.

Exclude locations as appropriate.

7. Conversion Actions

Have you audited your conversion actions lately? Some things to look for:

Is the conversion tracking working?

Is the primary conversion still your business’s primary KPI?

Is the conversion tag on the correct page or is the Google Analytics goal still the correct page/action?

Are you tracking too many conversions?

Track one or two primary conversions with AdWords, and secondary or micro conversions with Google Analytics.

8. Budgets

In many cases, PPC budgets should be allocated to the better performing campaigns. While this is a good basic rule of thumb, it isn’t always the case.

Bing Ads has added the ability to use a tool for conversion estimates based on budget that should be a great time saver in your budget optimizations.

Final Thoughts

Because people never stop searching, there are always opportunities to improve an account through frequent and consistent PPC optimizations. If this post generated some new optimization ideas for you, add them to your strategy and test them out today.

How To Use Anthropological Insight In Your Business Strategy

Corporate anthropology is a twist on traditional anthropology, focusing on businesses and adaptation.

Corporate anthropologists combine traditional anthropology concepts with business to study how customers, products and workers interact.

Corporate anthropology can help businesses fine-tune their marketing strategies and tailor products to their target audiences.

This article is for business owners interested in how corporate anthropology can benefit their organizations.

The subject of business acumen rarely arises in social science discussions. However, corporate anthropologist Andi Simon has mined crucial business lessons from studying human social interaction through the millennia. The business insights provided by the study of humanity might surprise you and even give you a leg up on the competition.

What is cultural anthropology?

Cultural anthropology is the study of how people within a culture create and change the tangible and societal structures around them. Like small-scale societies, businesses have unique company cultures to examine.

“Someone asked me why other anthropologists and I were not studying small-scale societies, such as the Trobriand Islands or Samoa,” Simon noted. “My response: ‘Why didn’t [they] think a business culture was a small-scale community?’” 

Simon explained that businesses, like small-scale societies, have rituals, symbols and traditional ways of doing things. “If [someone] just watched how a new hire was onboarded, they could see those cultural norms articulated clearly in everything from the policies and procedures to the equivalent of hazing a new hire,” Simon said.

In business contexts, cultural anthropology has various applications.

Corporate anthropology is about adaptation. Simon explained that the business world is constantly changing, internally and externally. Whether it’s artificial intelligence business trends, the rise of e-commerce, workplace automation or the influx of millennial workers, business operations are being forced to change their ways. On the outside, buyers are responding differently, forcing businesses to rethink their general and local marketing strategies, value propositions and how they engage their customers.  

Corporate anthropology offers businesses a fresh perspective. An anthropological viewpoint helps businesses see themselves and their customers with fresh eyes. “The real value of anthropology is to help people pause, step out and look at the way they have always done things in new ways – and then make them happen,” Simon explained. 

Corporate anthropology helps businesses pivot. Simon shared more about how anthropology in business is essential for necessary pivots. “Darwin may have said it: ‘It is not the smartest or the strongest that survive, but the most adaptive,’” Simon explained. “Adaptation and evolution select the most appropriate out of many options for a particular need. The same applies to business today. Anthropology is a vital part of the business toolkit today for those who want to understand their business and how to keep it active and agile in fast-changing times.”

Did You Know?

Pivoting is a business strategy that means enacting fundamental changes in crucial business operations to meet customer demand, accommodate industry shifts and respond to other variations.

What does a corporate anthropologist do?

A corporate anthropologist applies traditional anthropological insights to business. They study customers and products and examine how systems work. If anthropology is the study of humans, corporate anthropologists help businesses understand and connect with customers, team cultures and various departments.

Corporate anthropologists are closely aligned with marketing efforts. Marketing plays a critical role in defining target customers and understanding their needs and desires, helping businesses turn ideas into products and services customers want. A corporate anthropologist communicates with customers and asks in-depth questions that help clarify their buyer personas, where they shop, how they pay for products and what factors are involved in their buying decisions.

Why do companies hire anthropologists?

Corporate anthropology is a crucial subfield of business and anthropology. It applies anthropological theories to organizational practices to improve the customer experience and ultimately boost sales.

A corporation may hire an anthropologist for various reasons, including getting a handle on marketing and consumer behavior. For example, say you’re new to the corporate world and have an idea of what you want to do, but aren’t sure how to get the business to a higher level. Perhaps you haven’t identified your customer base or figured out how to connect with your target consumers. Corporate anthropologists can help you accomplish these goals.

A corporate anthropologist will do the following (and more): 

Observe your company’s environment, including employees and customers

Determine how the business’s various elements work together 

Talk to employees and customers to understand their perspectives 

Pay attention to how your business appears from the outside and see what it’s like to work there

Use participant observation to gather valuable data 

Determine what the organization must do to create optimal employee and customer relationships 

Tip

A cultural anthropologist may conduct employee surveys to gain deeper insights into the company culture.

An anthropological approach to business

When thinking of markets and companies as human groups with their own cultures and sets of norms, it’s easier to see how anthropology can inform an effective business strategy.

To leverage corporate anthropology, find someone familiar with developing consumer research methods, performing trend analyses and implementing these strategies to produce actual results. With this in mind, you can find a specialist who caters to your business and can help it build sustainable relationships with its employees and customers. You’ll build a human core for your business success.

Shayna Waltower contributed to the reporting and writing in this article. Some source interviews were conducted for a previous version of this article.

How To Bring The Human Touch To Your Omnichannel Strategy

Optimising and connecting customer touch points

Marketing expert Dr. Jeffrey Lant, says that in order to penetrate a consumer’s consciousness with your brand, and to make significant penetration in a given market, you have to make contact with the prospect a minimum of seven times. These seven “touch points” don’t have to be dedicated sales outreach, but refer to the different ways consumers interact with your brand: browsing your mobile site, for example is a touch point, as is receiving a flyer or trawling through your social channels.

Although this “Rule of Seven” is not absolute, it gives marketers an idea of the kind of effort and variety it takes to make an impression on a potential customer.

With the dawn of the digital age, the numerous channels and devices available for interaction mean that optimising each consumer touch point is more important than ever. It has also, more recently, become a marketing imperative for brands to ensure that these various touch points connect and tell a cohesive story. No longer is it viable to simply offer multiple different routes to purchase: today’s customers expect a fluid path to purchasing, which means connecting all the various channels to give the impression of single, bespoke purchasing path.

The following infographic highlights a fairly typical purchasing journey in the travel sector:

Omnichannel touch points

As the online life of consumers becomes richer and more complex, it seems all digital retailers are jumping on this “omnichannel” bandwagon. Its benefits are certainly clear to see: according to a report by report by Aberdeen Group, companies with omnichannel customer care strategies have 91 percent better year-on-year (YOY) customer retention rates than others. On average these companies also achieve an 8.5 percent YOY improvement in first contact resolution, a 7.5 percent YOY decrease in average cost per customer contact and a 9.5 percent YOY increase in revenue.

Providing consumers with an omnichannel experience seems to be mutually beneficial. Consumers are granted choice and feel completely in control of those choices, and this, in turn, usually helps companies to improve their conversion rates. However, as it stands, a number of businesses are failing to optimise one of the most important touch points of all: the phone.

If we want to provide a true omnichannel experience, we need the right mechanics in place to ensure all offline channels – like the phone – are properly integrated. Although consumers may do most pre-purchase research based on their own initiative, a recent study from ResponseTap has shown the contact centre is still an essential part of the purchasing journey.

According to the report, 74 percent of US consumers like to speak to an agent in a contact centre before making a purchase, because it gives them confidence that they are getting exactly what they want. 64 percent of consumers also get frustrated when they are only able to engage with a brand online.

What follows is an outline of the most effective techniques for optimising the call centre touch point.

Leveraging online data to go omnichannel

According to a report from MIT, titled “Beyond the Checkout Cart”, consumers will do most pre-purchase research on their own initiative: up to 80 percent of consumers are now so called “showroomers”, i.e. shoppers who check prices online before making a purchase.

Connecting online and offline

The most effective way to ensure your contact centre fits seamlessly into a customer’s journey is to gather all the online data you know about a user and take it to the phone call. Conversion tracking gives us deep insights into our customers’ needs, so it make sense not to let the data go to waste as soon as the potential customer moves offline.

The software

“Call Whispers”, a piece of software which feeds your contact staff information about a caller’s digital footprint, further ensure that as soon as a shopper moves offline they are given the impression of a seamless transition. The agent already has the consumer profile, can anticipate their questions and concerns, and is prepared to be the missing gap in the purchasing journey.

See my previous post for a review of alternative call tracking techniques and systems linking to a contact centre.

The holy grail of marketing automation

All marketing execs want to see when there message is getting through to consumers: they want to see when and where conversions are happening and to be constantly optimising their campaigns. But perhaps, when deciding how to manage marketing automation, there needs to be a shift in attitude – if companies really want to succeed in their omnichannel efforts they need think in a customer-centric way (i.e. ‘How does the customer want to interact with me?’) rather than projecting their own marketing objectives (i.e. ‘How do I want the customer to interact with me?’).

Ultimately what consumers want is choice, and the job of the marketer is simply to show up in the right places along the journey. Less is more with online retailing: present a clear and consistent brand message that bridges the gap between online and offline and customers will buy from you again and again.

The dream scenario

This is the holy grail of marketing automation: the customer who has been researching Greek holiday destinations and deals online, gets rerouted to the right agent, they speak, and a purchase is made on the phone, with confidence.

How To Ensure Your Digital Transformation Strategy Is A Hit

Strategic digital transformation is quickly moving beyond IT to lead a change impacting entire enterprises, compete, modernize how companies work and grow in the digital economy. Digital transformation is much more than a technical change; it is also a cultural and procedural change that organisations embrace. Digital Transformation has the potential to change how thousands of employees do their jobs, collaborate across the company, and make business decisions. Thus, digital transformation brings about a change in the entire organisation.  

Leaders of Change

Who are the people who bring about this change? Ownership of digital efforts is expanding to the C-suite and cross-functional groups that encapsulate a broad view of the organization. The owners of change include top leaders like CIOs who most often own or sponsor digital transformation efforts, and are increasingly transforming to business partners who facilitate change organization-wide and key digital investments. The CIOs are followed by CEOs in taking a more proactive role in digital transformation leadership. The CEOs are followed by boards (14%), chief digital officers (11), chief innovation officers (11%), CMOs (5%), and chief experience officers (5%) by order of proactive digital transformation adaptability. The leaders of change credit knowledge transfer as an essential tool that helps them manage digital transformation, close skill gaps, and reduce adoption risk. Knowledge transfer empowers employees to manage their own skill development and gives them access to the information, expertise, documentation and tools they need to become an expert on new systems. It empowers with the essential support they need to be successful at their jobs even when the company is changing around them.  

The Guide to a Smooth Knowledge Transfer

•  Identify an expert to set the standard, who can train a team of people to be experts in the new system. •  The next step is to create a skill development plan. Collaborate with the expert to identify the skills that the employees and trainees will need to develop to become proficient in the new application. After the skills development plan is set, break down each of these skills into teachable blocks that can be learnt within a timeframe. •  In the process of knowledge transfer, trainees and apprentices are the principal knowledge receivers. As apprentices and trainees have the most to gain, it is essential to arm them with processes, tools, and goals to get to work in a way that works for them. •  The final step is to test the transfer. To test, create a series of questions for each lesson for the trainees and apprentices. When they can answer each of the questions to the expert’s satisfaction, both the expert and the apprentice can be confident that the new skill has been acquired and the apprentice is now proficient in the new application.  

Challenges and How to Overcome Them

Digital transformation efforts are coming up short on the intended ROI partly because it is as much a leadership issue as it is a cultural, strategy, technology and talent issue. Some challenges that organizations face when taking the transformation journey include lack of funds, the need to replace legacy systems, cultural challenges like resistance to change and lack of people with the right skills.  In order for digital transformation initiative to succeed, it is essential that the organization changes the way it does business. This can include getting employees reskilled, analysing processes and investing in infrastructure to clean up legacy IT systems.  

Key to Digital Transformation Success

The following priorities are the key to a digital transformation maturity and success: Pace the employee journey towards change An organisation’s success into digital transformation depends on how its employees have embraced change management. Organisations must work together with employees to develop digital literacy, train and engage them around a digital transformation vision, to empower them and become partners in transformation efforts. Understand the importance of data In many organizations, data is fragmented, siloed and not monetised. Businesses must build centralized data infrastructures to support cross-functional efforts, in a bid to promote integration, collaboration and unify digital transformations around data-supported efforts. Organisations must not shy away from investing in data science, artificial intelligence (AI), and machine learning technologies. Audit the state of digital transformation When an organisation implements digital transformation, it must audit the current levels of progress at strategic intervals to track the digital progress, and align its roadmap with those that are succeeding the change. Study the digital transformation in accordance with the customer experience Organizations hurry up to prioritize customer experience initiatives without studying their customer’s digital or mobile experiences. For a successful Digital Transformation, change leaders need to understand how customers’ intents, preferences and behaviours, are evolving to shape digital strategies.

Strategic digital transformation is quickly moving beyond IT to lead a change impacting entire enterprises, compete, modernize how companies work and grow in the digital economy. Digital transformation is much more than a technical change; it is also a cultural and procedural change that organisations embrace. Digital Transformation has the potential to change how thousands of employees do their jobs, collaborate across the company, and make business decisions. Thus, digital transformation brings about a change in the entire chúng tôi are the people who bring about this change? Ownership of digital efforts is expanding to the C-suite and cross-functional groups that encapsulate a broad view of the organization. The owners of change include top leaders like CIOs who most often own or sponsor digital transformation efforts, and are increasingly transforming to business partners who facilitate change organization-wide and key digital investments. The CIOs are followed by CEOs in taking a more proactive role in digital transformation leadership. The CEOs are followed by boards (14%), chief digital officers (11), chief innovation officers (11%), CMOs (5%), and chief experience officers (5%) by order of proactive digital transformation adaptability. The leaders of change credit knowledge transfer as an essential tool that helps them manage digital transformation, close skill gaps, and reduce adoption risk. Knowledge transfer empowers employees to manage their own skill development and gives them access to the information, expertise, documentation and tools they need to become an expert on new systems. It empowers with the essential support they need to be successful at their jobs even when the company is changing around them.• Identify an expert to set the standard, who can train a team of people to be experts in the new system. • The next step is to create a skill development plan. Collaborate with the expert to identify the skills that the employees and trainees will need to develop to become proficient in the new application. After the skills development plan is set, break down each of these skills into teachable blocks that can be learnt within a timeframe. • In the process of knowledge transfer, trainees and apprentices are the principal knowledge receivers. As apprentices and trainees have the most to gain, it is essential to arm them with processes, tools, and goals to get to work in a way that works for them. • The final step is to test the transfer. To test, create a series of questions for each lesson for the trainees and apprentices. When they can answer each of the questions to the expert’s satisfaction, both the expert and the apprentice can be confident that the new skill has been acquired and the apprentice is now proficient in the new application.Digital transformation efforts are coming up short on the intended ROI partly because it is as much a leadership issue as it is a cultural, strategy, technology and talent issue. Some challenges that organizations face when taking the transformation journey include lack of funds, the need to replace legacy systems, cultural challenges like resistance to change and lack of people with the right skills. In order for digital transformation initiative to succeed, it is essential that the organization changes the way it does business. This can include getting employees reskilled, analysing processes and investing in infrastructure to clean up legacy IT chúng tôi following priorities are the key to a digital transformation maturity and success:An organisation’s success into digital transformation depends on how its employees have embraced change management. Organisations must work together with employees to develop digital literacy, train and engage them around a digital transformation vision, to empower them and become partners in transformation chúng tôi many organizations, data is fragmented, siloed and not monetised. Businesses must build centralized data infrastructures to support cross-functional efforts, in a bid to promote integration, collaboration and unify digital transformations around data-supported efforts. Organisations must not shy away from investing in data science, artificial intelligence (AI), and machine learning chúng tôi an organisation implements digital transformation, it must audit the current levels of progress at strategic intervals to track the digital progress, and align its roadmap with those that are succeeding the change.Organizations hurry up to prioritize customer experience initiatives without studying their customer’s digital or mobile experiences. For a successful Digital Transformation, change leaders need to understand how customers’ intents, preferences and behaviours, are evolving to shape digital strategies. Once an organisation knows why it needs to change, it must determine how digital transformation will affect its business processes and must begin planning strategies to carry out the initiative, and must engage its employees towards the change. The key to digital transformation is achieving the highest levels of customer satisfaction with an increase in revenues. Once these are achieved, an organisation will be marching ahead of its competitors and setting up a change in the corporate arena.

Update the detailed information about How To Develop Your Ppc Strategy on the Kientrucdochoi.com website. We hope the article's content will meet your needs, and we will regularly update the information to provide you with the fastest and most accurate information. Have a great day!