PPC Weekly Roundup: How to Refresh Your Campaigns in 2015

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Another week, another fresh batch of PPC news and insights. This week, Tom Kwei looks at ways to refresh your campaigns in 2015, paid search and inbound marketing integration, and Bing’s plans for the new year…

Nine Ways to Refresh Your Campaigns in 2015

As the saying goes, ‘New Year, new start’.

For most people, this means stopping smoking or finding a new job. But for PPC marketers, the dawn of a new year marks the perfect time to revitalise their paid search campaigns.

Our colleagues over at BidCops have put their heads together and come up with nine tips to help you revive the fortunes of flagging campaigns and look forward to a successful 2015.

Check it out at the BidCops blog.

PPC and Inbound Marketing – Better Together

Do you tend to keep your PPC and inbound marketing strategies separate? Don’t, says Diane Pease at Search Engine Watch, because paid search can support your inbound marketing efforts in several key ways.

Diane points out that customers’ online buying processes have changed dramatically over the last few years, with users ‘touching’ a vendor 11 times on average before committing to a purchase. Inbound is about nurturing the customers on this journey, and there are several ways PPC can support this process.

Here are Diane’s five key reasons for integrating PPC and inbound, in summary:

  1. You can get in front of customers when you need to: 67% of a buyer’s journey is now done digitally, and adults in the US spend 11 hours each day interacting with digital media. The maths is simple – PPC lets you get in front of these customers when they’re researching on search engines.
  2. It can sub for SEO: Search engine optimisation should be a big consideration with inbound marketing, but if your SEO isn’t providing the results you want, PPC can pick up the slack.
  3. You can change messaging in real time: Using tools like AdWords ad customisers, PPC allows for instant, automated changes to messaging.
  4. It offers powerful targeting options: PPC provides powerful targeting potential, allowing you to segment your target audience on a very granular level. This can also be beneficial for those with tight budgets.
  5. It can boost other marketing efforts: As users become more inclined to research online, there are more and more touch points in users’ buying journeys. PPC is a highly visible way to reach users at every stage in their journey, and even if it doesn’t result in a direct conversion, it will likely support a customer’s eventual decision to purchase.

Full article here.

Bing Looks Ahead into the New Year

Bing’s Dalip Tyagi has been ruminating on the future of Bing Ads, and he has some exciting things to share. For instance:

More training materials: Bing will respond to demand for better training this year, and produce a “strategic package of materials” to help partners get more out of the Bing Ads platform.

Opportunities to connect in person: Dalip points to the 2015 Bing Ads Connect event calendar, which already includes events in Georgia, Florida, Massachusetts, New York and California.

Contents and promotions: Dalip promises “a number of fun promotions and contests in 2015”. What form these might take, we don’t know. Maybe an egg and spoon race?

How to Build Better Landing Pages

It’s such a common slip-up. Loads of businesses put blood, sweat and tears into optimising their PPC campaigns, but fail to give the same amount of attention to their landing pages.

The result? Plenty of traffic, but disappointing conversion rates.

A traffic jam in Bangkok. Plenty of traffic. Source: Wikipedia.

Over at Forbes, Jayson DeMers has written a detailed guide to building landing pages. So if you’re concerned that yours aren’t up to snuff, you can send him a thank-you note. Here’s his advice in summary:

  1. Get a custom URL

Jayson’s first piece of advice is to assign a custom URL for your landing page. Now, this isn’t exactly PPC-specific, because AdWords lets you display custom URLs to users before they click. But it’s sound advice nonetheless.

As Jayson points out, a custom URL is more user-friendly, allows for easier tracking in Google Analytics and, if you host it on your root domain, it can boost your SEO too.

  1. Get your branding right

Any touch point in your customers’ journeys needs consistent branding. Your landing page is no different. As Jayson notes, discrepancies in branding could increase the chance of users bouncing, so make this your first consideration when building out your landing page design.

  1. Keep things simple

On the subject of landing page design, simplicity is key. Every facet of your landing page, from copy to layout, should be built with conversion optimisation best practice in mind – in other words, drawing users to the intended goal.

  1. Write good

It’s a given that your landing page copy should be concise, compelling, and draw users to convert. Jayson also recommends varying your messaging, and A/B testing several versions of your copy.

You can read Jayson’s article in full here.

More PPC News and Views

Read last week’s PPC news roundup: Bing Bans Phone Numbers, Plus 2015 Predictions and More

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