Business-to-business (B2B) marketing has many facets. And a given company may employ just one or many of them. The challenge for PPC programs is determining where they fit (if at all) in the various B2B go-to-market strategies.
What is PPC for B2B?
First, let’s cover what PPC means in our context. Yes, it is pay-per-click, but beyond that, PPC used to be nearly synonymous with paid search engine advertising. While still including search, it encompasses so much more. Some platforms are not technically PPC, yet most have a PPC component. But, even with a CPM channel, ROAS-based advertising and tracking are helping bring PPC and CPM under the umbrella of the cost per lead or cost per sale metric.
One benefit of starting with a PPC model (even with CPM channels) is that we start with a “cost-per-action” mindset. While CPMs are great up funnel, when we try to maximize ROAS, the more actions we can drive, even a basic click, the further we are down the path of the value of the advertising.
PPC advertisements management has the perspective of driving measurable value from the ad spend at any funnel stage.
Role of B2B PPC Advertising
The goal of advertising in B2B can vary among industries and even between companies within an industry. Yes, ultimately, it is to make money. However, how advertising can impact the prospect is, to a large extent, determined by the sales cycle.
Direct-to-Sale
Perhaps the easiest to measure, direct-to-sale, is what it sounds like. From the advertising engagement, the prospect is to make a purchase, usually through e-commerce. These tend to be low-involvement purchases or product-lead strategies. The sales are usually e-commerce but can also be PO-based.
Lead Generation
Many B2B advertising programs are developed to drive leads a sales team follows up on. A lead-quality feedback loop is important to assess the value of the various PPC lead channels. While qualitative input from the salespeople is important, quantitative input is essential.
Many companies employ CRMs with marketing automation tools. These allow each lead and lead value to be tracked and then fed back for media optimization. As a result of direct media optimization, the more efficient programs allow the sales teams to spend more time on likely leads and less on low-quality leads.
Sales Support
Perhaps the more difficult way to attach value is a sales strategy involving support in pre- and post-contact. The intent is to ensure prospects can easily access product and service information during the buying process.
Phases of B2B PPC Implementation
As an agency, we work with B2B clients across the strategy spectrum. The key to our success lies in our communication with the clients’ senior management, ensuring that everyone understands the role the PPC program has in supporting the sales process. This best plays out in phases.
Initial conversations: getting alignment
With this understanding, we set the target metrics and developed a plan to achieve them. As part of this process, we ensure that everyone is in agreement. Once we align the first stage, we start the program.
Launching the PPC Program: confirming metrics
In the initial stage of the program, metrics are validated, and the feedback loop is verified. During this phase, assumptions are tested, reporting is confirmed, and the sales team is consulted to ensure all aspects are as they should be.
Any needed adjustments are made to the program or the tracking and reporting.
Ongoing PPC optimization
Once the tracking and metrics are confirmed, the PPC management team will begin optimizing the program. Depending on the program objectives, this stage may start immediately or require a longer period to start seeing actionable data.
B2B PPC optimization is an ongoing process. Over time, the competitive landscape may alter, prospects may change, or industry dynamics can force small or even large adjustments to the PPC program. Additionally, Google’s algorithms may also change. The PPC programs must continually be monitored and optimized.
The line between geotargeting and geofencing can get blurred pretty quickly in the marketing world, and depending on who you talk to the two are used interchangeably.
For instance Google ads offers geotargeting but not geofencing. When looking closely at google’s site you’ll notice that never once does it mention geofencing. Instead it uses words like “Google Ads location targeting”, yet if you search “Google ads Geofencing” you will get article after article on all of Google ad’s geofencing capabilities. Yikes!
So why do these terms get used interchangeably and what is the difference between google ads location targeting and geofencing platforms.
BREAKING DOWN THE TERMS
Let’s start by outlining what geotargeting and geofencing are.
Geotargeting uses IP addresses, GPS coordinates, user interest, and proximity marketing to target consumers in an advertiser’s desired geographic location.
Geofencing Uses GPS or RFID signals to set a customizable virtual boundary that will trigger ads when a person enters the location.
Okay we know, we know. These still sound very similar, so we are going to break down Google ads geotargeting capabilities and other platforms’ geofencing capabilities to hopefully create a bigger more defined picture of the differences between geotargeting and geofencing.
In general, I like to think of Google ads location targeting, as being a wider net then geofencing. It’s important to keep in mind that a wider net has both its pros and cons, so let’s look closer.
GOOGLE ADS’ TARGETING METHODS
Google ads has two forms of targeting, location and radius. First, location based, allows you to target the following areas:
Countries
Cities
Regions
Postal codes
For one campaign, multiple locations can be selected at a time, i.e. a campaign can target California, Florida, and North Carolina at the same time. You could even target 1,000 zip codes if you wanted to.
That being said, no one wants to spend the better part of an afternoon entering 1,000 zip codes manually! Luckily the google ads platform allows you to upload a list in bulk for an easier experience or enter locations manually if you just have a few.
On the flip side, Google Ads also allows you to exclude locations in the same fashion that you would target. This would be helpful if you are promoting a product in the United States but aren’t able to ship to Alaska or Hawaii. Instead of entering in the 48 states that you can ship to, you would instead target the United States and exclude Alaska and Hawaii.
The second kind of targeting is radius targeting. This can be found under advanced search options in the locations setting. In Google ads radius targeting allows an advertiser to enter their business profile location or an address. From there a radius size of your choosing will appear around that location. The radius around that location can be anywhere between 1 and 500 miles.
A one mile radius is the closest you can get to your location. In Google ads if you want to target Grand Central Station the most precise targeting would be Grand Central Station plus a 1 mile radius. Some advertisers may want to hone in on the station itself and not the surrounding area. That would be a task for Geofencing, but more on that later.
GOOGLE LOCATION VS INTEREST TARGETING
Something else to keep an eye on when setting up location targeting for Google ads is their question on presence or interest. You will have the option to target not only people who are physically in your designated location but also people who show interest in your designated area.
For example, let’s say you want to run ads for your tour bus company in Chicago. You don’t want to only target those who live in the city because that might not be your sole target demographic. Instead you want to reach tourists who are interested in and planning a trip to Chicago but don’t live there. This is a scenario when using presence and interest is your best option.
HOW DOES GOOGLE DECIDE WHO TO SHOW ADS TO
Ideally when you set a target location, you will be sending ads to that location specifically, but with Google that isn’t always the case. Google uses GPS signals, IP Addresses and interests to target people and therefore will sometimes hit people outside of your set location.
For example, people use IP addresses that don’t match their actual location. We are seeing a rise in VPN usage, whether it be for watching Netflix shows in a different country or for protecting data online. Nevertheless, Google will still target IP addresses that are set for your location even if that person is not physically there.
GEOFENCING PLATFORMS
Before we dive into Geofencing, let’s clear something up. In the first section we talked about Google ads’ geotargeting because people will likely interact with google ads at some point in their Marketing career. When it comes to Geofencing there are many platforms with geofencing capabilities. Today we are going to go over some of the main components frequently seen on geofencing platforms. It’s important to note that not all platforms are created equal and some have more capabilities than others.
So, Let’s jump into geofencing and what makes it different from Google ads location targeting.
GEOFENCING TARGETING METHODS
Unlike google ads, Geofencing allows you to get super specific with where you are targeting. How specific, you may ask. Well not only can you target a single building but you can separate that building from its parking lot. You can even select the front part of the building if you know that the back of the building is all storage and your target group of people isn’t there.
This is done by setting up “fences”. You provide the geofencing platform with locations you want to target, and they will set up a virtual fence around the area. Then, using GPS signals when someone enters that location they will be eligible for your ads. Frequently these locations can be edited to fit exactly what you need. You can also target more than one place at a time.
Domain Authority vs. Domain Rating vs. Authority Score
One of the primary selling points of popular SEO tools such as Moz, Ahrefs, and SEMRush are the website authority metrics. These metrics proport to calculate a website’s “authority” based, for the most part, on the quantity and quality of its backlinks.
While these metrics measure roughly the same thing, each tool uses different factors in their calculations which can result in radically different scores.
In this post, we’ll offer a head to head of Domain Authority vs Domain Rating vs Authority Score by first looking at the original authority metric, PageRank. Then we’ll dive into each metric, their individual input factors, and compare the outcomes by looking at our own website’s performance on each.
But first, a short history lesson.
It all Begins with PageRank
What is Google PageRank? This was one of the most important SEO metrics a decade ago. Back then, an update to the PageRank toolbar provided an opportunity to determine if the recent steps you took helped to improve the positioning of the website – and that Google viewed your site as one with more authority. Where does PageRank fit into metrics today?
To understand the value and place of PageRank and authority scores, you need to consider the application in today’s industry and how they may or may not matter to your link building strategy.
What You Should Know About PageRank
PageRank is quite a complex algorithm. It provides a score in a numerical format that is supposed to give you an idea of where your website stands. PageRank is more of a linear representation of that rather than a true way to know how well your website is going to rank in the search engines.
A low score, for example of 0, means that your website is low quality. That often means that it is not seen as an authority website by Google, and as such, Google may not value it high enough to position it high in search engines.
A score of 10, on the other hand, seems like a good figure, and it does indicate that the website is more authoritative than other sites.
What Factors Influence PageRank?
While we know that PageRank is no longer used in the way it once was, there are still some key components of it that do make a difference. For example, things like anchor text and how likely it is that the link will be followed can still play a role in your success.
While Google retired the PageRank Toolbar that was often used to help with this figure, we know that PageRank still matters to some degree. That’s why several other organizations decided to create their own tools to help you better understand how well your website ranks.
Difference Between DA, DR, and AS
When considering website authority scores, you will find a lot of different acronyms out there. It is easy to become overwhelmed with trying to navigate all of your options. Here are some of the explanations you need to do that.
Domain Rating
Domain Rating, DR, is one of the terms you will see readily used. This metric was developed by Ahrefs. It helps to show the strength of your website’s backlink profile. It provides this information on a scale that ranges from 1 to 100. How does Ahrefs determine what this number is?
Key factors that DR uses
To calculate this information, the tool will look at the following:
Referring domains
Link root domains
Domain age
The total number of links
Fanatically Digital’s Domain Rating
Fanatically Digital’s Domate Rating is 39, apparently. Cool.
They have also found 139 unique websites that link to us. Ahrefs relies heavily (if not exclusively) on backlinks in order to calculated their score.
This can be a positive because it keeps things relatively simplified. We know what is being measured. That is, where a website generally stands within the backlink hierarchy of the internet.
However, having only a few variables impacting this score (quantity and quality of links) means it’s more susceptible to spamming and manipulation.
Anyway, let’s see how this compare to what the others found.
Domain Authority
Domain Authority, or DA, is a bit different. It is a Moz calculation. That means it provides a bit of a different source of data. It aims to provide you with insight into how well your website may rank in the search engines.
What factors does DA use?
The age of the domain itself
The spam score it has
The amount of traffic volume the website sees
The total number of backlinks that are on the website
The quality and the quantity of backlinks in comparison to each other
Social signals pointing to the website
The linking root domains
Fanatically Digital’s Domain Authority
Rather than focus exclusively on backlinks, which is what PankRank did, Moz takes things a step further by factoring in performance on search engines.
Domain Authority isn’t merely attempting to mirror PageRank. It’s not trying to gauge the quality of the inputs (i.e. quality of it’s backlinks). It’s using the outputs (i.e. search engine performance) to predict Google’s assessment of authority.
You can see this reflected in Fanatically Digital’s lower Domain Authority, only 22 compared to our 39 Domain Rating. That’s because Moz’s evaluation of our search engine performance is lower than one might expect given our backline profile. Only 44 keywords, according to Moz (although according to Search Console, this metric is off by a factor of 100).
They also take into account our Spam Score, which is only 1% so that’s nice, I guess.
Authority Score
The third option is Authority Score, or AS, which SEMRush designed. It provides a different viewpoint as well. Here, the score is more explicitly a prediction of the overall quality of the webpage or the website itself. It is best used to compare domains.
What factors does AS use?
Your AS is dependent on numerous factors but specifically focuses on these areas:
The link power of the domain. By this, the organization focuses on the quality as well as the number of backlinks for the website.
Organic traffic. The second key factor here is the amount of organic traffic that is coming to your website. This is estimated on a monthly average. Organic traffic stems from people landing on your page from search engine results often thanks to your SEO efforts.
Spam factors. The third factor that plays a significant role in this process is spam. That is, the tool looks for anything that seems spammy and whether or not there is a natural link profile.
To provide some additional insight into Spam Factors, SEMRush shares that there are six key things it does to determine this:
If you get no organic rankings on the search engine results page
Having a super high percentage of do follow domains
Having too many referring domains that come from the same IP address or the same IP network
An imbalance in the amount of organic traffic the website gets compared to the number of links it has
Another domain that has the same (identical even) backlink profile
Fanatically Digital’s Authority Score
While our Domain Rating is a cool 39 and our Domain Authority was a respectable 22, our Authority Score is a meager 5.
These are all out of 100.
As you can probably tell just from these numbers here, SEMRush weighs organic search performance A LOT. Our organic traffic is 0 visitors per month, apparently (also heavily contested by Search Console).
So despite our relatively respectable backlink profile, our Authority Score has been given an F–
This all begs the question, what exactly are these tools purporting to be measuring? And how do we as search marketers or business owners find value in them.
It’s interesting how, over time, these tools try less and less to be mirrors of PageRank, focused exclusively on the quality and quantity of backlines. Instead, they shift further towards an all encompassing SEO score.
Where Do You Stand on the Use of PageRank?
We find that these website authority metrics are a viable bit of information, and all of these versions, AS, DR, and DA, are great tools to have. However, this is just one component of a much larger picture. You cannot determine how well your website is optimized for search engines using these tools. They cannot provide you with enough insight to know what you need to improve either.
The key here is that these scores can be used as a component of an overall marketing strategy but not the total picture. They are merely proxies, and what is worse, they are highly susceptible to manipulation. For that reason, they are often overvalued in today’s use.
Don’t rely on this as the sole component of your marketing campaign. Instead, use it along with the help of a professional organization to customize your marketing strategy.
It’s the 2020s. With few exceptions, all businesses have websites nowadays.
Yet despite this, many businesses treat them as a bit of an afterthought. Maybe because websites are complex and intimidating things or perhaps it’s because they can be too expensive to actively maintain.
Whatever the reasons, the fact of the matter is that, as a digital marketing agency, we see many businesses squander their website’s potential because of misunderstandings and critical mistakes.
Here are the most common mistakes businesses make when designing and creating a website and how you can avoid them.
Mistake 1) Businesses don’t have an established “purpose” or “function” for their site.
All too often, we see SMB owners who throw together a couple of web pages — because, again, it’s the 2020s, and having a website is just ‘the thing that businesses do now’ — without considering how to integrate them into their sales process.
How to fix: Clearly define how and where your site fits within your sales funnel; define its role in how it helps achieve business objectives. Depending on that answer, your priorities and website will look very different.
For example, if you’re a B2B firm, then a probable function of your site might be to generate leads for your sales team. If that’s the case, then investing time and resources in good search marketing, copywriting, and conversion rate optimization is a must. On the other hand, maybe you’re a restaurant looking for more sit-in diners. Then strong local SEO, a Google Business Profile account, clear branding, and an appealing menu with quality images on your website will be critical.
Mistake 2) Fail to understand how search engines work at the most fundamental levels.
If you expect a significant amount of traffic to come from search engines, then a strong understanding of how those search engines crawl and index websites is crucial. Specifically, mistakes can include a lack of internal linking (such as orphaned pages), no sitemap, and lots of unnecessary code that can slow down load speeds.
How to fix: In the absence of professional developers or search marketers, unfortunately, the best fix here is simply to research. Don’t worry, there are a wealth of good articles and explainer videos teaching the best ways to design, organize, and code a website to rank on search engines.
Mistake 3) Designers don’t give enough thought to marketing and SEO.
You’ve made your sleek new website. Great. Now, how do your potential clients/customers find you? Whether business owners handle it themselves, they hire in-house, or go the agency route, marketing is a step that CANNOT be overlooked if a website is to be worth the effort, resources, and frankly, the headache.
This is the scary part for most business owners. Nobody wants to fork over a ton of cash — usually thousands of dollars a month — for something that won’t guarantee returns right away.
How to fix: If your website plays any role in your sales process, ensure that your marketing team has at least some grasp of SEO and digital marketing. Search marketing tools such as Moz or SEMRush offer great SEO overview courses and are well worth the investment.
Mistake 4) Don’t have a dedicated in-house webmaster.
Even if a business outsources its website management, there needs to be someone in-house who is responsible for overseeing the website. As a digital marketing agency, it’s common for us to onboard new clients who have forgotten the login credentials for their CMS, hosting service, or Analytics accounts. Needless to say, if you can’t even access the site to make changes, install updates, or fortify security, it can quickly become a major liability for your company
How to fix: Assign or hire for the responsibility of webmaster at your company. Ensure the person can, at the very least, keep track of login credentials, make simple updates, content changes, and ensure that security measures are up-to-date.
How can these mistakes hurt a business?
A bad web designer has the potential to put a business under. This is especially the case when established sites decide to redesign and relaunch their site. Here’s a true story from one of our clients (again, we are a digital marketing firm for SMBs):
The client was a small Ecommerce site selling heavy equipment. We had been working with them for years at this point. They had strong SEO, decent year-over-year growth, and a good website structure. They wanted to redesign their site and went with a small, local firm — turns out to be just one guy.
Without our consultation (another big mistake; everyone working on a website needs to be in the loop about big changes at all times!), the client and designer changed the URL scheme of ALL of their core landing pages.
This guy (a “professional” webdesigner) didn’t realize that Google operates by keeping all of the URLs it knows about in a massive database. So when the new URLs didn’t match anything Google had in its database, in the eyes of search engines, the landing pages simply disappeared and new ones were created. And, for many different reasons, new pages take time to start ranking on Google (and also note: THEY DIDN’T BACK UP THEIR SITE — maybe the biggest, most costly, most avoidable of all possible mistakes involve big changes and no back up).
Predictably, traffic, and therefore sales, plummeted. However we’re still making a slow but steady recovery. So in short, this bad designer hurt their business because he and they (the client):
1) didn’t understand just how important their website was to their sales process (mind you, this is AN ECOMMERCE WEBSITE!)
2) didn’t understand the fundamentals of the internet and search engines in particular.
3) gave no thought to the SEO aspect of web design.
Should You Go With a Pro?
Websites are extremely complex and powerful tools that have the ability to skyrocket your business beyond the ‘small-midsize’ level. But, at the same time, one bad line of code can tank the whole thing. The more ambitious your business objectives are, the more necessary a good professional web developer will become.
Fanatically Digital is here for all of your digital marketing needs. Whether it’s SEO, PPC, social media marketing, or any other web-marketing project you have, contact us today!
Sometimes a flyer with big black letters printed on bright yellow paper stuck in a person’s front door handle is the best marketing tool.
Okay, I said it. The world doesn’t revolve around digital marketing. Sometimes the best answer is the simplest, most straightforward, non technical approach.
This is true on the spectrum of marketing. As we roll out digital marketing programs for our clients, there is the temptation (on their part as well, because they are all jazzed up on digital) to chase the shiny objects, newest social media fads, latest photo / video sharing sites, or whatever is out there at the time.
Time tested, and perhaps altered a bit, methods of digital marketing are no longer sexy, but they are effective. From paid search (which some of us still think is pretty cool) to basic email marketing, all pointed to a creative site with great UX, is often the foundation of a good digital program. It’s not sexy like Facebook or twitter used to be, or instagram or (I hesitate to name channels because “cool” will change before I finish this paragraph), but if you are looking to drive business, then the basics have to be core elements.
Looking at shiny objects without losing focus on the core contributors
It’s not a matter of avoiding the shiny objects, but one of managing the resources and measuring the impact. One client (SMARTMD) has implemented a simple yet effective method derived from “The Lean Startup” that:
Clearly identifies the problem and hypothesis for the solution
Sets success criteria (before starting the experiment)
Provides a timeline
Tracks all experiments – successes and failures.
To allow any testing regime to succeed, organizations need commonly accepted methods of tracking. I am a Google Analytics fan, and use it for simple and complex tracking/ analytics/ reporting, but the key is creating one view of the truth that everyone agrees to before hand. Too often we get caught up in why two methods of measuring don’t show exactly the same results (this could lead to a really long bit on methodology and technology differences) rather that focus on the objective. So, chose one measurement method and stick to it.
By setting up the analytics and reporting methods, experiments can be executed quickly and either implemented or left behind. This way we get to play with the shiny objects and keep our proven performers in place and managed.
ps. if you’re interested in those flyers on the image above, you can order them here. 🙂
Calculating the amount spent on advertising marketing last year is a challenge; most surveys don’t line up. Given this, I don’t spend much time dwelling on the predictions of future ad spend. However, I do look for overall trends that different studies agree upon, and see how smaller advertisers can join in.
The Overall Direction of Ad Spending
Across the board, Zenith, MAGNA, and Dentsu Aegis Network have the U.S. Market softening while Eastern Europe and Asia will lead the ad spend increases (as a percentage). The U.S. growth range goes from 1.6% (MAGNA) up to 3.6% (Dentsu Aegis). This follows a pretty strong market in 2016 (election year). Growth for Eastern Europe and Central Asia range from 6.6% to 9.8% and Latin America coming in around 7%.
Globally, ad growth is expected to range from 3.8% to 4.2%, reflecting the proportionally large influence of the U.S. ad market of about $335B.
Mobile & Digital Ad Spending; The Trend Continues
Dentsu Aegis expects digital advertising to overtake television by the end of 2018, and sees mobile advertising accounting for 56% of digital ad spend globally by the end of 2017. Zenith is expecting digital ad spend to outpace television by the end of this year. Either way, the trend of digital growth over the past decade has finally brought us to the point where it becomes the default channel for advertisers.
As part of this digital expansion, three key segments are expected to see the major growth:
Video up 32%
Social up 29%
Programmatic up 25%
No longer is television the presumptive channel for advertisers.
How Can Small & Mid Sized Advertisers Be Part Of The Trends?
For years agencies and media have been pushing brands to recognize the power of digital for brand building purposes. While larger companies with larger budgets have been able to leverage the brand building capabilities of digital, most smaller to mid-sized advertisers continue to see digital marketing for direct marketing purposes only; lead generation or e-commerce are the two areas they focus on.
With efficiency improvements in video, social, and programmatic, upper funnel objectives (awareness & consideration) are within reach of most marketers. When leveraging technology and targeting capabilities, advertisers can be part of the expanded digital landscape while working within smaller budgets.
Video Production Levels
The combination of video and social creates a unique opportunity for advertisers. Between lower cost video production services and do-it-yourself tools, marketers can create videos that are valuable and even entertaining for the target customers. Online, consumers are not expecting exceptionally high production value; content value is far more important. This isn’t a license to produce junk, but it does mean advertisers won’t have to make the exponentially expensive jump in production quality that was expected a decade ago.
Efficiency With Ad Targeting
Targeting technology plays to the benefit of small and mid-sized advertisers. There was a time when you had to pay for exposure to people that will never be in the market for your products or services. While you can never completely eliminate wasted exposures, the technology today allows for fairly precise targeting. Depending on the media channel and partner, you can minimally target geography, demographics, and interest. With programmatic platforms, the technology will ‘learn who is responsive’ to your message, reducing wasted impressions as it gathers more data
The most challenging part for most advertisers is patience. The idea of tying digital spend directly to revenue has been the cornerstone for online advertising for a long time. Over the past ten years, digital has become a key part of life for nearly everyone in the U.S. Becoming a consistent part of the experience lays the groundwork for your brand to be top of mind when the consumer is ready to enter the market. As a brand marketing channel, the benefits cannot always be tied, dollar for dollar, to the ad spend. However, by applying the latest technology, you can see your investment impact behavior in the short term and sales in the long term.
Clients ask about SEO vs. PPC, which is better. Like so many things, the answer depends. Before we look at the question, let’s be sure we are on the same page regarding what SEO and PPC are.
SEO Definition
SEO, or Search Engine Optimization, refers to the activity focused on getting a web page to show up on search engines like Google, Bing, Yahoo!, or Ask.
Actions such as changing the content on a page or creating new pages are typically referred to as “on page” optimization. These activities attempt to align the page content with the phrases people use when searching for the subject matter of your page.
Then there is ‘technical optimization.’ There are several aspects to this, but the most frequently addressed is site speed. Site owners also have to be sure nothing is taking place that inhibits the search engines from getting to the site and indexing the pages. Each site is unique, and the focus of ‘technical optimization’ will adjust accordingly.
Once the core of on page and technical optimization are addressed (they always need to be monitored and adjusted), SEO then focuses on off-page SEO.
Off-Page SEO are the activities related to having other websites create links to your pages. Off-Page SEO involves outreach to webmasters of other sites for links within current content, writing guest posts for other sites, making topic recommendations to other sites, and developing web 2.0 / social links. The bulk of activity and the greatest impact (assuming no on-site issues), comes from the off-page activity.
PPC Definition
PPC, or Pay Per Click, as the name says, is paid advertising. In PPC, your ads are shown to people on a website, and you pay only if a person clicks on the ad and comes to your site. While there are many media channels or sites with a PPC ad model, when people talk about PPC, they are usually referring to advertising on search engines like Google, Bing, or Yahoo!. This is the focus of our discussion.
PPC on search engines involves creating groups of keywords that are related to a product or service and creating ads that appear when a user searches for one of those keywords. These are called ad groups. The keywords should be closely connected so that the ad simultaneously relates to all keywords in the group. Depending on the product or service, there can be dozens, hundreds or even thousands of ad groups.
PPC advertising, when properly implemented, also extends to the page that users see when they click on an ad. The page should be closely tied to the keywords in the ad group. PPC marketers optimize the PPC program to an action or conversion event on the site. The form submits, document download, email signup, product purchase are all types of conversions.
Now, which is the way to go, SEO or PPC
Keep in mind that SEO and PPC are not mutually exclusive activities from a technical perspective, though budgets may force a decision.
Each channel has benefits and drawbacks. When considering the priority of PPC vs SEO, some things to consider:
Objectives, are they short term or long term
SEO takes time. Results of activity may be 3+ months from the start of the effort, and maximum results will take longer to build.
PPC can be up and running quickly. Well structure PPC campaigns can be launched within weeks. Down and dirty implementations can take place in days.
Sustainability of budgets
PPC programs can be adjusted quickly to budget fluctuations. The impact is short term.
SEO requires ongoing effort. Pausing or reducing a program’s resources can set it back significantly.
Degree of certainty
PPC allows for a very close connection between activity or budget with your outcomes. When properly setup, the tracking ties spend to goals closely.
SEO activity shows up in overall lift of site or page traffic as well as improvement in keyword ranking or position in search engines. However, there can be no guarantee (be wary of absolute “top of page” promises). SEO is susceptible to competitor activity as well as changes implemented by the search engines.
If budgets force a choice between PPC and SEO
When we discuss budget allocations with clients and the place that SEO or PPC take, we will look consumer activity related to the business as well as the above factors.
For products or services that are sought nearly year round, and for which our client has long term plans, we typically recommend SEO to build up the organic search presence. For high volume or high-value seasonal items, SEO can also play a substantial role (remember the foundation for organic results is set months in advance). SEO remains the long game of digital marketing.
For product or services that spike, or for which the organic landscape is so competitive as to make it too challenging to break into page one rankings, PPC may become the medium of choice.
PPC and SEO, a 1-2 punch
As mentioned at the start, SEO and PPC are not mutually exclusive. We run programs that target the same products and services with both. With most goods or services, there is a pattern of shopping behavior that influences where individuals click, organic results or paid ads.
Based on the state of searc roundup from MOZ, organic search still generates the most clicks. However, each company needs to consider its customer, shopping cycle, and short vs. long term objectives.
Today, people are doing more research. Even on a small purchase, the habit of using search engines for research is strong. This lends strength to and SEO implementation.
The argument for a concurrent PPC program is the increase in mobile usage. With the smaller screen, the paid ads (PPC) consume a disproportionate amount of screen space. It is also telling that Google is pushing site owners to make their sites mobile-friendly, and changing the AdWords ad layout to be geared toward mobile.
SEO or PPC: It depends
I say this often, and I see on my clients’ faces a reluctant understanding. The answer to SEO vs. PPC is not always a simple calculation. There are opportunity costs with going one way versus the other. But, the first step is working with senior management to address the three elements of objectives, sustainable budgets, and required degree of certainty
It used to be that getting precise targeting was available to advertisers with big names and big budgets. In the past couple of years the ability to target specific groups has been opened to small and medium sized advertisers as well. The options for implementing custom targeting are many, but advertisers can start with the most accessible.
With digital marketing there are two broad methods for setting up custom targets, customer email lists and site visitors. Each have their pros and cons but both are great first step down the custom audience path.
Email list targeting
Platforms are getting sophisticated behind the scenes while simplifying the ability to implement email list (customer / prospect) targeting. Two of the most popular advertising platforms, Google Adwords and Facebook, provide the ability for advertisers to load a list of emails (assumed proper opt in steps were taken) and target those users within their properties and partners. In addition to the platforms themselves, companies like Choozle integrate with properties across the web to target people based on email addresses.
Site content targeting
With the use of tracking pixels placed on their site, advertisers can deliver ad content that is directly related to information and products visitors viewed on the website. If a site already has Google Analytics setup, then the ability to create custom audiences is already available and targetable through Google Adwords. Many other platforms have proprietary tracking pixels that can also be place on the website. If this sounds complicated, just ask your website developer because it really is quite simple.
Some first step tactics for custom audiences
Aid in conversion after submit
Many companies receive emails from prospects and have a time lag before the sale is closed. Custom audiences can be created based on the email address provided or the goal / confirmation page they land on. Using this targeting method advertisers can deliver a very specific product and promotion driven message to help close the sales.
Target affinity products / resell
By segmenting both customer data and site content based on product association, advertisers can cross promote products that are a natural extension of those purchased or viewed. Rather than blanked all customers and visitors with the same ads, the segmented approach will increase response rates and reduce ad waste.
Reinforce post sale
Repeat business is the heart of any company, meaning the sales process continues well after the sale is made. Reinforcing the purchase decision through social proof and customer reward programs helps continue the good feelings and increases the likelihood of repeat purchases.
Admittedly nothing mentioned is revolutionary. The ideas are tried and true. What is relatively new is the access that all advertisers now have to these tactics.
Give consideration to your customer base and product segments to determine what associations make the most sense. Then craft your first, simple campaigns. Get comfortable with the process before you get complicated with the execution.
We see social proof all around us. From celebrity endorsements on the high end to ratings and reviews on the more common programs. Social proof can come in many forms, but it comes down to people believing in you because others believe it you. Take advantage of this in digital marketing and you’ll see increased customer acquisition and retention.
Shoppers are looking to reduce the risk inherent with their buying decisions. This is one of the reason repeat purchaser are the most efficient for business; getting over the initial risk is mostly done. But new customers are looking to the experience and opinions of others to mitigate the risk. When you view it from this perspective, social proof helps you show prospects that they will get what they purchase.
A few of the best ways to provide social proof to new (and current) customers include:
Ratings and testimonials. Show them the experience of others who have purchased from you. One of the keys to this approach is recency of the reviews. Old review are less credible, so you must actively cultivate reviews from your satisfied customers.
Awards and independent media mentions show buyers that you have earned the trust of others who have compared your product or service to your competitors. Highlighting these in your advertising and website will gain confidence from prospects.
Show examples and case studies of the work you’ve done. With a variety of examples you are likely to show things similar to what prospects are looking for, thus reducing the perceived risk of working with you.
Certifications. Often we underplay to role of our certifications in marketing. Share these liberally. Certifications show that you take your work seriously and that the quality of your work is recognized by others.
Don’t be shy when it comes to social proof. This is your opportunity to demonstrate the quality of your work, product or service and reduce the barriers to new customer acquisition. Link to reviews, create testimonial pages, and keep an updated “news” page to show off your awards, certifications and body of work.
Ever read an article on the internet that has a link embedded in it that appears to be linking to information similar to the article, only to click on it and be pitched with something that is, at best, only remotely related to the original content? You’re not alone. This is Native Advertising at its worst. Native Advertising is intentionally created to look like part of the content in order to give it credibility in the eyes of the reader. The publishers and advertisers tried to make it appear okay by calling it promoted content, as if the content was independent of the advertisers. The deception got the attention of the FTC a couple of years back and now the body has given 11-pages of guidance for advertisers on, well, how to be honest.
Those little in content ads lead to big revenue. According to SocIntel360 spending on these ads will climb to $8.8B by 2018. This is not an insignificant amount of advertising. With the new FTC guidance advertisers will need to be more clear on the nature of the advertising and so I wonder if the $8.8B project is still inline. With the new guidelines, there may be fewer clicks reducing the spend for pay per click deals and the negated fee for placement deals.
However, the expense is not necessarily representative of the value. Advertisers may receive less traffic, but that traffic comes with higher intent as the initial ad was clearly identified as such. If done well, it can add value to the user experience and the value of each interaction, on average, will increase. Time will tell.
The IAB and publishers are not overly concerned, though the IAB did express some reservation about the wording in one section that refers to advertisers / publishers clearly identifying the content as an ad. There is more on their response in the Ad Age article on the FTC action.
For now, the key elements of the FTC guidelines are here: FTC Native Ad Guidelines. The FTC provides direction on placement, prominence and clarity of meaning (it’s an Ad). The better publishers have been trying to keep the content and the ads relevant to their reader base and seem not to have any issue here.
The guidelines give plenty of examples and instructions. They also reference the 2013 guidelines for making disclosures. So, the new ad format still needs to follow basic disclosure practices.
An interesting note, and something that may eventually spur publisher concern is that the language refers to both publisher and advertiser responsibility in clear disclosures. Previously, it has been the advertisers’ responsibility. With the addition of the publishers on the block, it we may see them being more assertive in monitoring and enforcing guidelines.
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