Common PPC shortcomings | Part 1

This is the first part of a 2 part post. You can access Part 2 here.

Common PPC Shortcomings 1-3

Through our work we often come across Pay Per Click ads that are almost spot on, but one aspect of them is letting them down. Unfortunately one small mistake can have a huge impact on your click-throughs and conversions. Something as simple as having an ad linked to the wrong page can snowball and end up costing you a significant amount of money. We’ve put together this list of 6 of the most common PPC shortcomings we come across. We’ll explain what the problem is and why it is a problem.

Ads Directed to the homepage or wrong page

Imagine if you were looking for a specific restaurant in a city that you aren’t familiar with. If you ask a stranger for directions to the restaurant, but they just send you to the city centre instead, that’s not a good or useful experience. This is a similar experience to when you send a potential customer to your website’s homepage from a PPC ad.

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Lead your customer to the problem and solution

why giving your customers the solution is not the answer

It can be very frustrating when you know you have a great product that could solve your prospects problems but they just don’t seem to see it! Unfortunately it’s often our fault as Marketers, simply having the solution to a problem is not enough to sell it. Even if a prospect has the problem your product solves they may simply not recognise that problem as an issue. Selling a product to someone looking for a solution to a problem is easy. Making a prospect understand they have a problem that can be solved with your product is much harder.

In an ideal world where we talk about the Buyers Journey there are 3 stages; Awareness – Consideration – Decision. In reality though before people even get to the Awareness stage you need to be influencing how they think and feel about the problem your product solves. Crafting the perfect messages and Calls-To-Action is all academic if the prospect feels they have no need of your product. Continue reading

How To Create A Digital Marketing Strategy

Creating your digital marketing strategy

The First Steps Toward Your Digital Marketing Strategy

Understanding the different kinds of Analysis available to you when creating a Digital Marketing Strategy is important. In order to create an informed and effective strategy you must consider many factors that affect both your business and your competition’s business. There are 4 key forms of Analysis we use and they often overlap each other, allowing for a ‘second bite at the cherry.’

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Key Components of a Digital Marketing Competitor Analysis

WSI Competitor Analysis Digital Marketing

What Is A Competitor Analysis?

Competitor Analysis means very different things in different industries. For a Boxer it means pouring over hours of video tapes of an upcoming fighter, analysing his trainers and understanding his conditioning. In Digital Marketing a Competitor Analysis is an extremely multifaceted undertaking, looking not only at a competitor’s website, but their presence everywhere on the web, the actions they are undertaking and the techniques they use.

A proper analysis should be a thick and comprehensive document; for the purposes of this blog I am going to outline the key areas you should expect to be covered and why they are important for understanding your competition. The surface level analysis can often be done on your own, however deeper analysis requires tools and expertise that many people simply do not have as they don’t need them in the day-to-day running of their business, this is where a professional Competitor Analysis can be extremely useful. Continue reading

Has Understanding Your Bounce Rate Got You Bouncing Off The Walls?

Bounce Rate Bad Good

Bounce Rate is an important metric when it comes to measuring the optimisation of your pages, blogs and ads. However it’s not as simple as just a ‘good’ and a ‘bad’ Bounce Rate. Depending on the type of page and the aim of it a ‘good’ Bounce Rate can vary wildly. The Bounce Rate tells you if visitors are staying on your website or if they’re leaving without taking a look around.

So What Exactly Is Bounce Rate?

A site visitor has ‘bounced’ if they leave your site after viewing only a single page. If a visitor bounces it suggests one of two things, either they’ve found exactly what they were looking for or they see nothing they’re looking for. Context is important when it comes to deciding whether your Bounce Rate is in the right ballpark. Continue reading

How Do I Make Sure My Texts Don’t Look Like Spam?

 Tablets and Smartphones

Brands have cottoned on to the importance of mobile, and are increasingly using text messages as a way to stay in constant contact with their customers. Whilst most welcome messages that remind them they need to go to the dentist or offer to save them money, no one wants to be spammed. You must ensure your texts don’t look like spam.

Despite this, spam messages are still a problem. More than 175,000 complaints about spam text messages and cold calls were made to the Information Commissioner’s Office (ICO) in 2014 alone. As a result, the ICO now has more powers than ever before, meaning those guilty of sending spam messages are far more likely to get prosecuted.

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