Engage your prospects with several micro commitments

Engage your prospects with several micro commitments

In my previous post, I highlighted how Engagement leads to more sales. As a follow up to that post, one of the most effective strategy to increase sales via engagement is to ensure that your prospects engage with several micro commitments. Why? Because this allows them to get to know you and be comfortable before you ask for a definitive commitment.
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Engagement leads to more sales

Engagement leads to more sales

My yoga studio provided me with a complimentary 30-minute class. I tried it, enjoyed it, and interacted with the instructor, and now I have a monthly membership. When a person becomes engaged and involved in a process, the chances of a sale improve significantly. When you want to buy a new car, the dealer will take you for a test drive, and software companies will ask you to try a demo, both of which will result in your engagement in the process. One of the most crucial metrics to measure in Social media is engagement. To increase sales, find a…
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The changing role of PPC (Pay per click) agencies

The changing role of PPC (Pay per click) agencies

On my previous post, I discussed PPC agencies evolving into Strategic Partners. So far, manual optimization of a Google Ads account has been a big component of the service given by a PPC agency. A lot of elbow grease was put in by Google Ads experts to ensure that clients would get a good ROI on their invested budgets. But now with the advanced stage of Google AI (Artificial Intelligence) and ML (Machine Learning) things are changing. While campaign optimisation will continue to be part of the service, this is to be performed at a higher level and with less…
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Would you be willing to give Google more control over your Ads campaigns?

Would you be willing to give Google more control over your Ads campaigns?

Google emailed me that advertisers using Auto-Apply Recommendations saw a median 14% increase in conversions. The Recommendations page looks at your account's performance history, your campaign settings, and trends across Google to automatically generate recommendations that could improve your performance.  You already give Google a lot of control over your campaigns when you choose a Smart Bidding strategy, and Auto-Apply Recommendations adds another layer. As a result of all these Google automations, clients will begin to ask what an agency does to optimise their campaigns. The answer is to provide the proper strategy to Google Machine Learning (ML). Instead of…
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On Brand campaigns, try the Target Impression Share strategy

On Brand campaigns, try the Target Impression Share strategy

Last week I audited 2 Google Ads accounts. I still see a mix of Smart and Manual Bidding strategies on both accounts. In one of my previous post, I discussed how important it is to determine whether all campaigns should be set up using a Smart Bidding approach, because conversions from Manual Bidding affect all Smart Bidding conversions as well. The Brand campaigns in these two accounts are using the Maximise Clicks and Maximise Conversions (Target CPA) strategies, respectively. As a result, the number of impressions may fall. The issue with a Maximise Clicks or Maximise Conversions (Target CPA) strategy…
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The VALUE of Marketing

The VALUE of Marketing

Marketing links your customers to the VALUE you provide (your products or services). But VALUE is more than just the physical elements that make up your products or services. The key for marketers is to put an efficient price on an intangible asset. In other words, "How much are your products/services worth to your customers? However, VALUE should not be based only on price. Creating value via price exposes you to a high risk because competitors will claim to be less expensive. Ask yourself this question: What VALUE do I get from my marketing agency?
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Exclude Mobile Apps from your Google Ads Display campaigns

Exclude Mobile Apps from your Google Ads Display campaigns

I suggested that you try Display campaigns in my earlier post. If you have Google Display campaigns, I advise excluding Mobile Apps from showing your ads because they rarely convert unless your business is relevant to app gaming. It used to be simple, but now it's a little more fiddly. This is how to do it:Open Adwords EditorSelect Mobile app categories, NegativesSelect All Apps (or any category) to exclude
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LinkedIn: Sponsored Content vs Boosted Post

LinkedIn: Sponsored Content vs Boosted Post

We ran a number of tests with our LinkedIn clients' campaigns to see which of Sponsored Content and Boosted Post converts the best. Results: Boosted PostAverage CPC (Cost per click) = £2.05Average CPM (Cost per impression) = £22.08Average CTR (Click through rate) = 3.05% Sponsored Content Average CPC = £15.06Average CPM = £33.12Average CTR = 0.40% The Boosted Post delivered better results. It's possible that the Boosted Post performs better since it appears to be a native post, which encourages greater engagement and interactions. As always, test both options to discover your best performer.
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Should you use Smart Bidding on all your Google Ads campaigns?

Should you use Smart Bidding on all your Google Ads campaigns?

With Smart Bidding Google uses all conversion data. When I audit a new Google Ads account, I frequently find a mix of campaigns, some with Manual bidding and others with Smart Bidding. Even if an advertiser does not apply Smart Bidding on every campaign, Google will nevertheless use the same data to create the conversion-rate estimate for ads that use bid automation. As a result, it is critical to assess if all campaigns should be set up with a Smart Bidding approach, as conversions from Manual Bidding affect all Smart Bidding conversions as well. A typical example.
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