Posts about paid search, display and other online ads.

Why Do Some PPC Campaigns Fail?

In today’s digital marketing world, pay per click (PPC) advertising can be one of the most effective techniques to grow your business and increase sales. However, for every PPC marketing success story, there’s a company that’s wasted tens of thousands of dollars on paid media companies without significant results. So, what separates the winners from the losers? Why do some PPC campaigns fail?

Many ad managers and companies experience difficulty with PPC campaign management. They’re either mismanaging their AdWords and social media ad accounts or have they’ve started on the wrong foot entirely. Most businesses are making a few of the same common mistakes, which are preventable and easy to fix.

Every PPC professional has made mistakes in at least one of his or her campaigns and failed to meet the client’s or boss’s expectations. Learn about poor management techniques that result in failed campaigns and what you can to avoid it in the future. Stop spending money on ads that don’t give a solid return on investment (ROI)—get out of harmful cycles and use your dollars usefully.

A New Brand or Product

new product ppc marketing

If you’re introducing a new product or brand, you may be advertising to an audience wholly unfamiliar with your company. Expensive PPC campaigns don’t necessarily make sense for a product and business that still needs to build brand awareness. If you start off right away with pay per click advertising, you’ll run into a few issues:

  • Initial expenditures will be high for Facebook Ads, AdWords, and other platforms because you don’t have a high quality score from Google and other advertisers.
  • Your new campaign will start with off with high cost-per-click (CPC) and subsequently receive low engagement, low click-through rate (CTR), and low conversion rates.
  • Your engagement and other metrics don’t get any better, so you end up with higher costs and a failed campaign. This PPC campaign is spending too much money on too few conversions.

What’s the fix here?

You have two options. Either build your brand awareness before running pay per click advertising or advertise to a group of people who are already familiar with your product. If you have an already interested group, your ads are more likely to be successful.

Target people who already follow you on Facebook, Twitter, and Instagram to see better engagement, click-through rate, and conversion for your PPC marketing. If you don’t already have a community of users who love your product, invest in a branded campaign before spending money on paid advertising.

An Existing Brand or Product

declining PPC profits

PPC marketing can be one the best ways to grow your business, but when done ineffectively, you’ll end up wasting your money. There are mistakes that many PPC managers make that are avoidable. Advertisers with an existing brand or product who don’t understand proper PPC campaign management make errors which can sink a campaign and waste money. Here are a few common blunders:

  • Obsessing over Cost Per Lead (CPL)
    • Cost Per Lead is an indicator rather than a measure of success.
    • Even if you have great CPL, it doesn’t guarantee profitability.
    • You should instead focus on profitability.
    • Learn which keywords drive the lowest cost-per-sale, what search terms produce the most revenue, and which of your ads are giving you good ROI.
    • It’s about concentrating on the right metrics.
  • Utilizing Too Many Keywords
    • Don’t overload your account with too many keywords.
    • Most conversions come from 12% keywords in a campaign.
    • You can waste ad spend on keywords that aren’t performing.
    • Find the search terms your customers are using and modify your keywords to match those.
    • Use the correct match type for you (broach match, exact match, etc.)
    • Consider using more long-tail keywords.
  • Bidding Too Low
    • It might seem like the wrong move to start bidding high, but CTR and ad rank are linked. Early in your campaign, raw clicks matter.
    • Try to figure out what combo of keywords, ad copy, and landing pages work best for the campaign, and then lower your bids later.
  • Not Implementing Tracking
    • Call tracking and local tracking are necessary to make sure you don’t miss any conversions.
    • Use call forwarding numbers and other platforms to integrate into your CRM.
  • Not Writing Quality Ads or Landing Pages
    • Spend time writing good ads. A/B test ads that have a different intent while focusing on your customers’ issues and how to solve them with your product or service.
    • Your landing pages also need to be well-written and organized. Don’t spend money on PPC campaigns only to have your customers land on crappy landing pages.
  • Not Devoting Enough Time to Management
    • Many business owners are only managing their campaigns once per quarter, according to Larry Kim. You need to spend at least 20-30 minutes a week managing your AdWords campaign.
  • No Specific Goals
    • What is your target CPC? Do you have a marketing strategy? You need specifics before spending money on an AdWords campaign.

Make Sure Your Campaign Doesn’t Fail

These mistakes can cost a company thousands of dollars and tank a PPC campaign. With the fixes to these simple errors, you can turn a poorly performing AdWords campaign and transform it into a moneymaker. Get the return on investment your business is looking for by running your pay per click advertising the right way. Whether you’re launching a new product or need to revitalize an existing PPC campaign, the right tactics will lead to your success.

For the tips you need to drive your pay per click advertising to success, consult the experts at Leverage Marketing. You’ll get the strategies you need to take your campaign from disappointing to successful and meet your internal goals. Contact us today and bring your business to the next level.

A Short Guide to Google’s New AdWords Recommendations

Google has always had a place to showcase recommended changes to your account. In the old interface, this was the Opportunities tab. Over the years, many account managers trained themselves to ignore this tab because most of the recommendations seemed to be suggestions on how to spend more money without regard for an account’s strategy. As AdWords users have been migrated over to the new user interface, these suggestions have also migrated to a new place: the Recommendations tab.

adwords recommendation tab screenshot

While PPC managers might not have paid much heed to the “Opportunities” of the past, paid search professionals will do well to get familiar with the new “Recommendations” section. There is a wider range of recommended changes to your account that fall into four broad categories:

  • Repairs
  • Bids & Budgets
  • Keywords & Targeting
  • Ads & Extensions

Each category makes suggestions that affect different groups of common problems in AdWords campaigns.

adwords a logo shaded

Repairs

Repairs are technical issues keeping your ads from serving properly. These include broken URLs, disapproved ads, and empty ad groups. If you are actively monitoring your accounts, you’re probably on top of these things, but it’s nice to have all of these potential issues consolidated in one spot.

Bids & Budgets

Bids & Budget recommendations will probably look the most familiar to users – and are probably one of the things that annoyed you about the old Opportunities tab. Most of these can be described as alerts that Google has sent when they found places where you could be spending more money, but are limited somehow. There are also generic recommendations about switching to a bid strategy such as Target CPA.

Keywords & Targeting

 

Things start to get more interesting as we move into the Keywords & Targeting set of recommendations. There are some holdovers like “add phrase or broad match versions of your keywords,” of course. But there are also some useful new additions. Remove redundant keywords is a useful tool, for example.

adwords redundant keywords recommendation screenshot

 

Over time, your account can start to accumulate lots of keywords. As Google’s algorithm has evolved over the years, the need for multiple variations on a theme has been reduced, so finding opportunities to reduce duplicates and other redundancies can make managing your accounts easier.

There’s also a tool for alerting you to non-serving keywords – keywords that have been active for at least a year without serving a single impression. Once again, eliminating these extreme low-traffic keywords can help ease your job as an account manager.

adwords non-serving keywords recommendation screenshot

Ads & Extensions

adwords seller ratings recommendation screenshot

The last category of recommendations is Ads and Extensions. Here Google alerts you to ad groups with too few ads for effective testing, as well as opportunities to increase your use of Ad Extensions. AdWords will even create suggested ads for you in some cases. One important note here: AdWords will also automatically add these to your account after a certain time unless you change this setting.

adwords relevance recommendation screenshotadwords ad revision recommendation screenshot

It’s a bit annoying, but you have to explicitly opt out of this if you don’t want AdWords writing your ad copy for you. For most businesses and AdWords managers, it’s best to keep full control over the copy in your ads.

In the end, the AdWords Recommendations tab is a step toward greater understanding of your AdWords campaigns without shamelessly pushing you to spend more money, but it still requires careful navigation and decision making to make maximum advantage.

There’s no need to learn the ins and outs of AdWords Recommendations when you’ve got the paid search team at Leverage Marketing on your side. Let us show you what we can do.

Amazon’s Race to the Top: Will It Change Ecommerce?

Amazon has become a titan in the ecommerce world over the last decade, making up 34% of ecommerce spending in 2017. In the last several years, Amazon has broken into new markets, buying up new companies and expanding its offline presence. With seemingly endless resources at its disposal, Amazon has the power to launch new technologies, leverage its supply chain in innovative ways, and change the face of ecommerce as we know it.

With Amazon’s entrance into the online advertising space, the company controls vast portions of retailers’ online experience, from sales to marketing, and its ad share is only growing, as it becomes the #3 player behind Google and Facebook.

As traditional retail stores become less relevant, Amazon’s power grows. By 2021, Amazon’s ecommerce market share will surpass 50%. In the coming years, Amazon will continue to innovate and change the way we shop.

Amazon’s New Markets

amazon ecommerce 2

While Amazon started off as an online marketplace for other retailers to sell their merchandise, it’s become so much more than that in recent years. The company has released a branded line of hardware products, including e-readers, including the current Echo products that integrate Alexa (Amazon’s voice assistant). With seemingly limitless resources and capital, Amazon can grow its ecommerce business in new directions.

Amazon’s recent purchase of Whole Foods Market indicates a push into grocery, one of the largest potential markets in the United States. Whole Foods only controls less than 2% of grocery market share, but with Amazon’s supply chain management and cost-cutting measures, it could take on big players like Wal-Mart and Kroger. Only Costco sells more organic food than Whole Foods currently, and that market is ripe for growth in an online expansion. With innovative new products like Amazon’s Dash Wand, which allows you to scan items, and order new food from Prime Now and Prime Pantry, the newly acquired Whole Foods can change the way grocery shopping works.

Watch for continued expansion from Amazon in new areas like meal kits, competing with Blue Apron, and home improvement goods, going up against Home Depot and Lowe’s. Amazon has already reached a deal to sell Kenmore appliances from Sears and has meal kits available in the Seattle area. Look for Amazon to take advantage of current trends in ecommerce.

Amazon vs. Traditional Retail

There’s been a trend toward ecommerce and away from traditional offline retail in recent years. As ecommerce sales grow, reaching close to $400 billion in 2016, more retail stores file for bankruptcy, including The Limited, Wet Seal, RadioShack, Payless, Gymboree, and more. With easy and fast access to goods on Amazon and other online platforms, many retail stores can’t keep up.

Only Walmart has been able to maintain pace with Amazon’s dominance. Both aspiring to be omnichannel retailers, Walmart and Amazon are expanding from opposite sides, with Walmart building out its ecommerce presence, and Amazon expanding its offline footprint. Traditional retail outlets won’t completely die out yet, but the landscape is changing drastically, and companies like Walmart need to modify their strategies to compete with Amazon. As Walmart buys up ecommerce companies like Jet.com, Modcloth, and Bonobos, Amazon is building out offline bookstores, purchasing companies like Whole Foods, and spreading out its warehouses across the United States and globally. It’s unclear which company will succeed in the end, but it’s fascinating to watch.

Amazon’s Growing Ad Platform

When looking at ecommerce in 2017, ads might be the most vital factor. With Google and Facebook currently ruling the roost on ads on desktop and mobile, Amazon is attempting to break into the space, with $1.5 billion in ad sales in 2016. Half of online shoppers begin their search on Amazon, making the marketplace an integral ad space for ecommerce retailers. Combined with Alexa voice searches, Prime video, and other marketing efforts, Amazon’s ads platform will continue to grow.

Amazon’s growing ecommerce dominance necessitates working with the company to sell your product, serve up ads, and more. As Amazon continues to develop new strategies and ventures, it will change ecommerce forever.

Are you an ecommerce company looking to grow your sales? Leverage Marketing has the knowledge and experience to help you succeed in this evolving space. Contact us today, and we’ll help your business succeed.

What’s the Difference Between SEO and PPC?

SEO is a “free” method of driving visitors to your site, while PPC is paid promotion of your site content. Both are effective methods of search engine marketing (SEM), which refers to types of digital marketing practices that target businesses and consumers who are searching for what your site offers.

SEO vs. PPC, TL;DR Edition

PPC is a search engine marketing technique that is comparable to traditional advertising practices, in that you pay in accordance to your goals. The amount you pay will determine where, when, and how your ad shows up, similar to buying advertising space in a magazine or on a billboard. While this comparison is somewhat of an oversimplification, the basic concept is the same: if you have the money and want to reach potential customers, you’ll be able to use PPC to gain a lot of visibility. Wondering how to get on the top of the first page of Google with PPC? Pay the highest cost per click (CPC) for your target keywords and search phrases.

SEO, however, focuses on driving traffic to sites by catering to the needs of searchers. SEO cannot be accomplished by sending a check to Google, as in PPC; rather, SEO is about building sites that:

  1. deliver great content that is in line with searchers’ intent and answers their questions
  2. follow accepted standards expected by search engines, and
  3. do not intend to deceive search engines.

Wondering how to get on the top of the first page of Google with SEO? Optimize your site to be the most relevant to searchers for your target keywords and search phrases.

Common Misconceptions about SEO and PPC

SEO and PPC side by side

There is a lot of confusion when it comes to digital marketing, and for good reason – search engines, bidding, and algorithms are much more alien than familiar forms of marketing that businesses have been dealing with for decades. However, knowing the differences between SEO and PPC is key to being able to make the right choices, whether you’re pursuing your business’s digital strategy yourself, or you’re seeking a consultant or agency to give expertise.

Luckily, a little knowledge goes a long way in the digital marketing world! Here are a few common misconceptions about the different types of digital marketing that we encounter fairly regularly at Leverage, and some information that will help you make clear decisions for your business. Trust us – you don’t want to play around with decisions based on less-than-factual information gleaned from your uncle or web developer’s friend of a friend.

Misconception #1: SEO is Basically FREE MONEY.

Remember the first sentence of this article, when I said that SEO was “free”? There are quotations around that “free” for one reason: GOOD SEO is basically never free. Unless your cousin is a freelance SEO consultant willing to take on 10+ hours a week worth of pro bono work for your site, good SEO is going to take some resources. At the very least, performing good SEO will take some time and manpower, and at the most, it could require reallocating your marketing budget a bit.

Notice I keep saying GOOD SEO, not just SEO. Sure, you can find a guy living in the shadows of the internet who vows to bump your site to the first page of Google by next week for a low flat rate of $50. However, like most things that sound too good to be true, that is most likely not going to turn out well for your site. You might end up with bad SEO work that will cause your website to be penalized and require thousands of dollars of damage control work to be performed by actual experts, or you might just end up with nothing to show for the funds you invested. Do your homework and find an experienced SEO agency instead.

Misconception #2: SEO is More Effective than PPC/PPC is More Effective than SEO

So your friend tried working with an SEO consultant once, and it didn’t really bring him the huge returns he was looking for. He now runs paid ads for his site, and he gets a LOT of traffic from them. That sounds great, right? Why shouldn’t you just perform the same search engine marketing techniques and put all of your resources into PPC efforts as well?

Digital marketing, like almost every other type of promotional or marketing effort, is not a one-size-fits-all deal. Some businesses will find that their advertising money goes to waste if they pay tons of cash for PPC that drives traffic but that doesn’t result in conversions, and some businesses will find that SEO efforts just aren’t enough on their own to drive brand awareness.

The balance of PPC and SEO varies from business to business. Some businesses will find that SEO efforts bring a lot of value to their business, as they help create trust and drive qualified traffic. Other businesses find that PPC gives them a huge boost in visibility that takes their brand to the next level. Neither SEO nor PPC is wrong or bad, and neither is superior – they are simply different practices that are best leveraged off of each other.

Not sure what your business needs? We want to take a look! Learn more about how the Leverage Marketing team can dig into the details behind your business and your industry, make sense of the numbers, and draw a roadmap for success.

Misconception #3: Both SEO and PPC are a “Waste of Time, Just Get a Newspaper Ad”

You might have had someone tell you that they pursued either/both SEO and/or PPC in the past with horrific results. Maybe their site received a penalty, their ads were all disapproved within Adwords, or their consultant was less than attentive to their account. Search engine marketing must be pretty risky, right?

In the SEO and PPC world, there are always risks and bad stuff does happen sometimes – but that’s true of any marketing effort that is made without the right attention to detail. Remember when one classic American department store attempted to rebrand their entire business model, and realized that their changes actually made their store less desirable to their target market? Sure, they might have skimped on their market research and dropped the ball when it came to listening to their customers’ needs, but their epic rebranding fail doesn’t indicate that any rebranding effort made by any company is always a waste of time – it simply indicates that they didn’t take the right steps to achieve success. Look at what a legendary designer clothier’s rebranding campaign achieved – their excellent rebranding effort doubled revenues over a five year period and saved the brand’s exclusive image.

Search engine marketing techniques, like rebranding or really any other business effort, are only as successful as the team driving strategy. That’s why it is vital that you choose the right partner for SEO or PPC campaigns. Paid and non-paid digital marketing strategies are intertwined efforts, which is why finding an experienced full-service digital marketing agency to handle all the intricacies of your business is one of the best ways to ensure success. If you’re splitting your efforts or going it alone, do your research and ask yourself if you’re willing to take the risk of playing it too small in an increasingly competitive and rapidly changing digital landscape.


Want more digital marketing myth-busting and guides to getting the most out of SEO and PPC for your business? Sign up for the Leverage newsletter for informative and non-annoying weekly digests today.

Enhance Your Ecommerce Marketing Strategy with Leverage Learning

95% of Americans make an online purchase at least once a year, and 80% have made at least one online purchase in the past month. And, as the Washington Post recently put it, about a third of consumers now buy something online at least as often as they take out the trash (once a week). As online shopping becomes increasingly popular, it may seem like there’s never been a better time to own an ecommerce business.

However, growth-focused ecommerce businesses still face plenty of challenges, especially when it comes to attracting shoppers (who may be inclined to start their search on Amazon) and converting those shoppers into paying customers.

Build Your Ecommerce Marketing Knowledge

At Leverage Marketing, we want to help online businesses address these challenges with actionable ecommerce marketing ideas. We’ve been doing this for years with our digital marketing services, and now we’re taking what we’ve learned and sharing it in a free educational email series called Leverage Learning: Ecommerce.

The goal of Leverage Learning: Ecommerce is to help online business owners find digital marketing ideas to reach more customers and increase sales. The series is broken into 11 lessons on the following subjects:

 

content marketing for ecommerce email preview

  1. Branding
  2. Search Engine Optimization
  3. UX Web Design
  4. Content Marketing
  5. Influencer Marketing
  6. Facebook and Instagram Marketing
  7. Paid Search Advertising
  8. Email Marketing
  9. Online Customer Service
  10. Mobile Marketing
  11. Measuring Success in Google Analytics

 

When you subscribe, you’ll receive a new email lesson twice a week until you’ve received the full series. The emails offer best practices for ecommerce marketing, quick tips that business owners can implement right away, and recommendations for free or low-cost tools to streamline marketing efforts.

If you’re ready to use digital marketing to drive sales for your ecommerce business, you can subscribe to our Leverage Learning: Ecommerce series by clicking here.

SEO for ecommerce email preview

And if you enjoy this series, stay tuned: we’ll be releasing our Leverage Learning: Content Marketing series next!


As always, we’d love for you to contact us if you have any questions about our Leverage Learning series or the digital marketing services we offer!

Getting More Out of Paid Search Ads: Interview with Michael Holeman

Writing great copy for paid search ads is no easy feat—it requires a combination of creativity, analytical thinking, and a ridiculous amount of testing. To learn more about how to create paid search ads that resonate with customers, I spoke with Michael Holeman, one of Leverage’s paid search analysts and the co-creator of our new RightWord lexical analysis tool.

What benefits do you think advertisers get from search ads that they don’t get from other ad formats?

The biggest benefit is the ability to get your chosen message in front of potential customers right when they’re searching. Most traditional advertising, and even other digital advertising, is about raising awareness and trying to guess where your audience is. Text ads that show on search results pages get your ad copy in front of the audience at their moment of need.

What are the most important ad optimization strategies for businesses that are just starting with paid search marketing?

There are a lot of strategies that go into an effective paid search campaign. You obviously have to think about things like campaign settings, keyword selection, and organization, but once the campaign is set up, the most important ongoing optimization strategy is ad testing. You’ve figured out your keywords and the right time to have your message appear, but now you have to match that with the right message.

What tips do you have for improving calls-to-action in paid search ads?

Test, test, test. And test a variety of messages—different verbs, different focuses—to see what resonates. For example, if you’re an ecommerce business, you might want to try testing a very direct call-to-action like “Shop Now” against something that’s a little more informational, like “Browse Our Selection,” just to see which one your audience is going to respond to better.

What are some of the biggest mistakes you see businesses making in their ad copy?

The biggest mistake is having a lack of variety and imagination. If you’re only testing small changes to the same basic theme, you’re not giving yourself a lot of room to grow, and you’re going to get stuck in a rut with your ad copy. To get more specific, one of the biggest ruts people get stuck in is writing ads that focus too much on the product or service without really speaking to the needs or benefits of the customer.

Let’s say a business is increasing their PPC budget and looking for a way to save time on ad creation and testing. What should they do to help manage/automate the process?

A PPC analyst can often manually manage a young or small account. As a rule of thumb, if an account has fewer than 20 active ad groups, then one person can handle manually checking A/B tests, using a statistics calculator to test for a winner, pausing the “loser,” and creating new ads. It can be tedious, but for a small account, it’s doable.

As the account grows, it’s best to start looking for tools that will help you automate the testing process. There are a lot of tools out there that will help identify and flag which groups have a winning ad…there are a number of AdWords scripts and third-party platforms that will handle this as well. These range from thin, smaller platforms that will handle a few optimization tasks to multi-platform ad management services such as Marin.

How do you identify the words and phrases that will best resonate with readers when you have a limited number of characters to work with for your ad copy?

As you test, it’s important to go back into your testing history to see if you can discern any patterns regarding what’s worked and what hasn’t. Also, understanding a business’s products/services and the needs they’re fulfilling can help you choose the type of ad copy that you want to test. The ad copy length limitation is something you’re always coming up against. You have a short amount of space to make your pitch, so you want to look at every single word you’re using and make sure everything that goes into your ad copy is helping to convince the customer.

You and Tiger Sivasubramanian, our Director of Paid Search, recently built an advanced language analysis tool called RightWord. What pain points led you to create your own tool rather than just using what was already available?

right arm holding the letter r for rightwordIdentifying patterns across ads can be simple enough to do on smaller accounts, but it’s not something you can scale without some sort of technology. With bigger accounts, you’re not just comparing one ad against another, you’re comparing a whole set of ads that have won against a whole other set of ads that have lost across time to find patterns. It can be really hard to see that bigger picture when you’re looking at individual tests over and over again.

All of the ad optimization tools out there focus on speeding up the process of testing Ad A vs. Ad B. There were none available that would allow us to look at an entire account over a given timeframe and try to pick up any patterns about which kinds of ads were consistently winning or losing. We built RightWord as a tool to help us get those insights.

What does RightWord do?

It looks at all the ad tests that have happened in a given timeframe and assigns a score to each word in each ad–regardless of whether it’s a winning or losing ad– and totals up the scores for each word across time. So now we can know not just which ads won, but if there were any words that consistently outperformed or underperformed.

How does that help you improve ad copy?

The RightWord report is just a bunch of numbers when you first get it, but analysts can look over it and make inferences based on the data and what we know about the psychology behind some of these words. The report gives you a better understanding of why certain ads win or lose. The better you understand this, the more you can write ads that fit into the winning framework.

RightWord also helps you test more efficiently because you learn what to avoid. If I know a certain type of message consistently underperforms, then I know I don’t have to keep testing it. Now we can focus all our testing energies on not just good vs. bad, but good vs. better.


Our paid search team is now using RightWord to gain new insights into our clients’ pay-per-click advertising. To learn more about how we can use RightWord to help your business, contact us!

How to Build a High-Quality Landing Page that Converts

When considering top landing page designs, most industry experts will tell you that every landing page is unique and has its own requirements. They’ll tell you that landing page elements will differ depending on whether you’re promoting a service or a product, and what that service or product does will also change what’s on the landing page.

Yes, of course, every landing page will differ. Landing page best practices dictate that each page should provide unique value to consumers. That’s absolutely true.

But there are nine essentials to a perfect landing page that nearly every one ought to feature. Include the following nine elements on your landing pages to tap into the deepest parts of marketing psychology and help your consumers learn why your product or service is the ultimate.

Essential Elements of the Landing Page Format

Each item includes a description underneath the mock landing page below.

To describe the elements of high-converting landing pages, we have created a fictional robot butler that specializes in cooking breakfast. We’ve optimized a landing page to solve a problem for consumers searching for phrases such as “no time for breakfast” or “robot that cooks.”

high quality landing page example using constructicon malcom robot

Information-Rich Heading – 1

Your heading, styled using the <h1> and </h1> HTML tags, should:

  • Summarize the purpose of your product or service
  • Capture attention with witty or clever copy

Your heading is the first thing the customer will see and will determine whether he or she stays to look at the rest of your landing page or bounces. Aim to sell your product or service in less than six words.

Visual Media – 2

Not every customer is a reader, so to appeal to the visual type (almost everyone), add large visual media to your landing page format that’s easy on the eyes. Images, animations, and videos should:

  • Demonstrate the action or purpose of your product or service
  • Evoke an emotion that will provide inspiration to continue down the landing page

Keep your visual media compressed but beautiful. Use tools like TinyPNG after resizing your images and animations to their appropriate size. This way, your landing page loads fast and doesn’t keep your customer waiting.

Explanation – 3

As the consumer scrolls down the page, he or she is building an understanding of your product or service and determining its value step-by-step. The explanation is your opportunity to influence the consumer’s thoughts and build onto the skeleton provided by your headline and visuals.

A good landing page explanation should:

  • Offer hard facts about your product or service
  • Highlight what makes your product or service different than that of your competitors

Before you begin explaining the benefits of using what you provide to customers, make sure they have all the information they need to apply benefits to real features you offer.

Benefits – 4

The benefits section of a high-converting landing page takes the raw facts about your product or service and shows the customer how those apply to his or her problem.

A successful benefits section should:

  • Concisely list how your features help
  • Begin the process of convincing the consumer that your offering is superior

Negative Impact (Problem) – 5

One of the most poignant elements of a good landing page is an appeal to emotion that stems from a problem the consumer is having. We can address the problem and its toll on the happiness of the consumer by identifying a negative issue that calls an unpleasant response.

The negative impact should:

  • Help consumers recall the problem for which they are seeking a solution
  • Stir the consumer’s emotions and concerns so you can appropriately address them

The purpose of the negative impact is not to upset the consumer. It is only to make him or her aware of the problem for which you are providing the solution.

Positive Impact (Solution) – 6

Pull your consumer back from the negative and introduce a positive solution in your landing page copy. Use language that conjures thoughts of pleasure and happiness.

The positive impact should:

  • Remind customers that your product or service is a viable solution to their problem
  • Restore emotions to a level at which consumers are prepared to purchase

The positive impact makes you look like a hero. After presenting the problem and your unique solution, most customers will be ready to dive into what you offer.

Testimonials – 7

Best practices for landing page conversion dictate that your customers have to trust you. Even if they love your product or service and are convinced that your solution is perfect, there is still a threat of loss.

Too-good-to-be-true merchandise and high-expectation, low-value service exist in droves in the real world. You need the backing of pleased customers to convince those with a lot to lose that they have nothing to worry about.

You can do so with testimonials, which can come in text, image, or video format. Testimonials should:

  • Provide real insight from actual customers about your past performance
  • Build undeniable trust with your potential customers

Contact Info – 8

Don’t forget! Your customers can’t get in touch with you to ask questions or request service without the essential contact info. Your contact info should:

  • Include a sales or service email address for corresponding directly with customers, a working phone number, and the address of your headquarters
  • Be easy to find – phone numbers at the top of the page are well-loved by customers, as are email addresses.

Make sure your logo is easy to find as well so that new customers begin building an image of your company’s brand and what they offer.

CTA – 9

Follow up your testimonials with a last call to action. Avoid impersonal or threatening CTAs such as Click Here or Submit. Instead, relate on a personal level with your consumer.

An effective CTA should:

  • Tell the customer how easy it is to get started with your company
  • Reassure the customer that you’ll guide him or her through the entire process.

The Rest Is Up to You

Landing pages can include more, but usually should not include any less. You can structure your landing page to fit the flow of information better for your particular product or service, but ensure that each element is in your landing page and is easy to find.

What makes customers click through landing pages is a cohesive, uninterrupted experience that fully explains and promotes your product or service. Don’t cut corners on your landing pages, and follow best practices each time to achieve consistent, high-converting landing pages across the board.

Creating high-converting landing pages is one of our specialties at Leverage Marketing. If you’re having trouble getting conversions, try making your landing pages the Leverage way!

Your Key to Success: Google Product Listing Ads

It’s time to leverage Google Shopping Ads to drive additional sales to your business. Google Product Listing Ads, or PLAs, are both efficient and affordable. They’re also a terrific way to drive clicks to your website. While marketers talk about PLAs alongside traditional paid search campaigns, they’re in an entirely different category. While both are based on a CPC (cost-per-click) model and can be managed from AdWords, that’s where the similarities end.

We’ll provide you with some tips for the best practices for Google Product Listing Ads so that you can succeed. With the right strategy and tactics that complement your other ecommerce marketing efforts, you can use Google PLAs to increase your sales and visibility.

What Are Google Product Listing Ads?

Google’s Product Listing Ads are unique in that they don’t use keywords but instead target by product and product category. While management for Google Product Listing Ads is taken care of through AdWords and Google’s Merchant Center, the process is slightly different than regular paid search campaigns. You’ll set a bid for your ads, but Google will determine the relevance based on information you set, including:

  • Google Product Category
  • Product Type
  • Image
  • Price
  • Color
  • Size
  • Availability
  • Brand

It’s important to be accurate and as descriptive as possible in these categories, as these and your bid are what Google will use to list your ads.

google product listing ad example

Google PLAs are shown in two places: at the top and upper right of search results pages. They’re the only ads in these spaces. When someone searches for something like your product, Google uses its algorithm to determine if your product fits into their search and shows a variety of ads. Make sure your product sticks out by using high-quality images and backgrounds that pop. With 35% of online product searches starting on Google, PLAs are an effective way to reach out to customers.

The Basics of a Google Shopping Campaign

Why should you start a Google Shopping campaign? You’ve already got a paid search campaign going to promote your website, so why spend additional money on specific Google Product Listing Ads? For one thing, you’ll be able to promote items from your local or online inventory specifically—and you can even target your best-selling items.

Google will only charge you when a user clicks an ad that leads to a landing page on your website. This system means you’re paying to boost traffic to your website at a low CPC and only forfeiting the minimum amount necessary to rank higher than the advertiser immediately below you. Google will rank your item and then correlate a bid that will show your item at the lowest cost to you (up to your max bid). You get to choose how much you want to pay so that you won’t overspend.

How Do I Succeed with PLAs?

Now that you know the basic best practices of Google Product Listing Ads, you want to know how to succeed on the platform. The first important tip is organization. Keeping your feed organized will help you flourish, so make sure to take advantage of drilling your products down by each subcategory. The better your categorization, the higher ranked your items will be in Google’s algorithm. Remember the same PLA can look different across different platforms, so test across mobile, desktop, laptop, and tablet to ensure ads look good in each.

Larger feeds with more than 1000 products tend to do better on Google Shopping, while smaller feeds won’t have the same impact. Choose relevant, targeted product images that stand out among comparable ads. Research your competition and take high-quality photographs of your items. Focus only on your bestselling items, especially if you have thousands of products, and utilize promotions and sales to help your ads stand out from the crowd.

Using Google Product Listing Ads as part of your paid marketing campaign is an innovative way to drive additional traffic to your site. Understanding how to build your product feed and optimize product listings will enable you to use PLAs to boost your sales effectively.


At Leverage Marketing, our PPC experts have the know-how to manage Google Shopping Campaigns and optimize Product Listing Ads like nobody’s business. Contact us today so we can make your PPC dreams come true.

 

 

Use Online Advertising Analysis Tool RightWord to Beat Your Competition

Are you sick of doing constant A/B testing of your ads and still not winning with Google AdWords? RightWord is Leverage Marketing’s advanced online ad copy analysis tool, which takes a closer look at words in paid search ads. You will discover which words you use to speak to your customers and lead more frequently to conversions.

RightWord is a powerful new lexical analysis tool that can improve your pay-per-click (PPC) ad copy and give you new insights into your ads. Leverage Marketing’s software uses data from tests of thousands of ads and scores individual words in those ads based on their performance. Our experienced paid search team analyzes this data to provide you with information about language that always works, words that sometimes work, and words that turn off your customers. RightWord helps you write ad copy that succeeds—and leads to more conversions.

How is This Different from A/B Testing?

RightWord goes beyond A/B testing of ads by taking the data from thousands of A/B tests already performed and analyzing them in a way other companies don’t. While split testing one ad versus another can determine which is better, RightWord will tell you which words perform better across all your ads. You’ll learn that some words are universally successful, while some language works better in certain circumstances.

Can RightWord Save Time for Me?

After an in-depth RightWord online ad copy analysis from our team, you’ll understand which words hurt your ads—and which help. You can save time by doing more impactful A/B testing and more improvement of your existing ad copy. The insights you learn from RightWord will help you enhance your AdWords account and create more successful ad campaigns.

How Will RightWord Help Defeat the Competition?

Winning ad space on Google’s AdWords platform is dependent on having the most optimized message, which RightWord can help you achieve. Leverage’s RightWord tool offers you an advantage no one else does—knowing what language performs best. You’ll be able to optimize your ad copy and beat your competition by winning ad space more easily.

Will a RightWord Online Ad Copy Analysis Help in the Future?

Even after the Leverage team analyzes your data and provides recommendations, that won’t be the end of our help. We’ll provide you with an actionable three-month ad-testing plan that you can start implementing tomorrow. Our comprehensive strategy will enable you to run better ads and save time on your A/B testing.

Why Should I Choose RightWord?

If you want an advantage against your competitors in your ads, RightWord is the tool for you. Leverage paid search analyst Michael Holeman explains, “We knew we could help clients gain a competitive edge if we had a complete way of testing ads, but there simply wasn’t any tool available that could accomplish what we needed. So, we built our own. RightWord allows us to test all of a client’s ads against each other and see, down to the single word, what made some ads outperform other ads.” Implementing RightWord strategies will enable you to write more effective ad copy and gain insights into how your language performs.

Choose RightWord to get the only in-depth online advertising analysis of A/B testing on the market. You’ll get a deep dive from an expert data analyst to give you the recommendations you need. You’ll also receive an easy-to-read report with personalized ad copy advice and a three-month ad-testing plan to improve your performance, which could lead to more conversions and beating your competitors.


Learn more about RightWord today by talking to a Leverage Marketing Analyst. Fill out our contact form today, and we’ll help you learn priceless ad copy secrets with RightWord.

 

4 Wedding Industry Insiders Share Their Digital Marketing Strategies

As someone who recently got engaged, I’ve realized there’s a lot I have to learn about wedding planning. And as a content marketer, I’ve noticed that wedding businesses are great at reaching me while I’m doing research online. From sponsored posts about wedding day survival kits on Facebook to the promoted wedding dress Pins I keep seeing on Pinterest, brands are everywhere.

To get a better understanding of how wedding businesses are capitalizing on digital marketing, I reached out to the following four wedding industry professionals:

  • Kaleigh Wiese, founder of MéldeenWiese founded luxury stationary company Méldeen in 2009. Méldeen creates custom save-the-dates, wedding invitations, ceremony programs, thank you cards, and more. In 2016, Wiese introduced PIXEL by Méldeen, a custom Snapchat filter design service.
  • Stephanie Padovani, co-founder of Book More BridesPadovani and her husband, Jeff, started Book More Brides as a part-time project that played to their shared interest in marketing. Their consulting business, which helps wedding entrepreneurs increase leads and revenue, now grosses over six figures a year.
  • Ariel Meadow Stallings, founder of Offbeat BrideStallings launched her Offbeat Bride site in 2007 to promote her book about nontraditional weddings. The website gained popularity thanks to its focus on inclusivity and empowerment and now averages more than 1 million visits per month.
  • Jennifer Stein, co-founder and Editor in Chief of Destination I DoStein was inspired to help start Destination I Do in 2004 when she was planning her own destination wedding and realized there weren’t any magazines covering the subject. Destination I Do is now an international magazine with digital components, including a blog and online planning tools.

Méldeen: Using Analytics to Reach Wedding Planners

For Kaleigh Wiese, success in digital marketing is all about focusing on the right audience. Because of Méldeen’s price points and minimums, Wiese has found that wedding planners are her best customers (although she gets some direct inquiries from engaged couples, too).  Wiese has a few major strategies for getting Méldeen in front of wedding planners:

  1. Research the keywords and hashtags wedding planners use when searching for inspiration.

  2. Explore relevant search terms that are getting more volume (e.g. foil, letterpress). Capitalize on those concepts in Pinterest content before they reach peak popularity (and saturation). Use Promoted Pins for high-value, relevant content.

  3. Use Google Analytics to identify where the most traffic is coming from and focus paid campaigns on those geographic locations.

Bonus Tip: Wiese also pointed out that digital marketing strategies can help with networking—something that’s especially important for a wedding business that works with other wedding professionals. When using Instagram, Wiese says that she always tries “to tag all vendors involved in the day-of event.” It’s something that not a lot of wedding vendors think to do, but tagging one another on social media helps to build network connections and leverage credibility with potential customers.

Book More Brides: Capturing Leads with Hot-Button Content

Stephanie Padovani isn’t afraid to speak her mind when it comes to writing content for Book More Brides. She shared the following recipe for attracting clients (in her case, wedding professionals):

  1. Identify a controversial topic your target clients get really worked up about.

  2. Write an article that proves the arguments for your prospects and makes them look good.

  3. Promote the article to your target audience and encourage sharing and republishing.

Padovani explained to me how she did this with one of her blog posts: 10 Things Couples Need to Know About the Wedding Industry That the Media Will Never Tell You. She wrote this post in response to common headlines that talk about “wedding markups” and “getting taken advantage of” when planning a wedding. In her article, she explains why those accusations are mostly false and how much behind-the-scenes work goes into being a wedding professional.

In addition to publishing the post on the Book More Brides blog, Padovani shared it with her email list and social media audience, encouraging readers to republish it and spread the word. In a few days, the post had received 3,000 page views and over 3,500 Facebook engagements and Tweets. To date, the post has received over 24,000 unique page views.

After getting the ideal audience to the site, Padovani recommends using multiple opt-in offers to generate leads. For example, the Book More Brides blog prominently displays an email template that visitors can download after they submit their email address.

Offbeat Bride: Listening to the Online Community

Ariel Meadow Stallings launched the Offbeat Bride website in 2007 as a way to promote her book (Offbeat Bride: Creative Alternatives for Independent Brides), and since then the site has become an active online community and collaborative blog with well over a million readers per month. As the site has grown, the Offbeat Bride brand has evolved to reach a wider audience. In an interview on her site, Ariel said:

“My initial target readership was super weird people planning super weird weddings…It became clear within a year that the majority of my readership was not actually all that weird, nor were they especially tech-savvy. The majority were brides planning what initially appeared to be relatively traditional weddings, looking for creative and unique ideas to make the weddings feel personal.”

Stallings often gets ideas for content that will resonate with her audience by going straight to that community of readers. Until 2015, Offbeat Bride had a private online forum with members who were “super vocal, super engaged, and highly invested.” Stallings sometimes sourced content directly from forum members and followed discussions to get an idea of what issues were most popular with her readership. While the forum is no longer online, Stallings now uses native insights from Facebook and Instagram to listen to the Offbeat Bride community. When she and her staff develop content, the focus generally remains on material “that’s positive but also provocative, relevant to consumers as well as industry readers.”

Destination I Do: Adapting to Changing Landscapes

Destination I Do began as both a print and online magazine, and while the publication still includes both traditional print and online components, its marketing strategy has evolved to meet the needs of today’s readers. Co-founder Jennifer Stein told me that because so many engaged couples rely on online and mobile content when planning their weddings, Destination I Do has invested in increasing visibility and providing a great user experience. Stein noted:

“We invest marketing dollars in Instagram to generate a genuine engagement with our readers as well as leveraging idea inspiration platforms such as Pinterest. We also put our budget in areas like Facebook, Google AdWords, and SEO [strategies] to drive traffic directly to our site. Data is only one piece of the puzzle. Our goal isn’t just to get unique visitors on our site to bring product awareness, it’s to engage with our readers so that they can experience a helpful conversation with us.”

Stein and the rest of the team at Destination I Do are most interested in targeting a niche audience of engaged couples who are planning a destination wedding and honeymoon. Stein said that because a destination wedding is such a big moment (and one that requires a lot of planning), “we do our best to provide partner products, inspiration, and content that will help [couples] with that process and, in the end, make it fun and stress-free.”

Takeaways for the Wedding Industry

Although the four wedding professionals I spoke to are all targeting different audiences, I noticed a few similar strategies:

  • Pay attention to what your target audience is talking about in wedding forums, blog comment sections, and social media posts. This will help you develop content that effectively engages that audience.
  • Use Google Analytics (and other data collection tools) to get a better understanding of your site visitors’ behavior and interests. You may find that your site is appealing to different segments than you originally thought.
  • While search engine optimization is important, it’s equally important to optimize your wedding business website for your visitors. Provide the inspiration and information that will be most useful to your audience, whether they’re planning their wedding or assisting with the planning for someone else.

Are you a wedding business owner with an online presence? Let us know what digital marketing strategies have worked for you in the comments. And if you have any questions about how you can increase your traffic and conversions, don’t hesitate to contact Leverage Marketing directly.

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