The Best PPC Channels [Study]

Marketers up and down the land claim that text ads have always been and will always be the most effective advertising channel for PPC marketing.

How can PPC benefit you?

PPC is powerful because it positions your business at the top of the first page for keywords that would normally be very hard to rank for. So you have the ability to generate capital in your business without having to wait months to start seeing any results.

PPC can be great for all kinds of business models. Whether you build profitable niche affiliate marketing websites, do dropshipping or provide SAAS products, PPC can help you grow your business and take it to the next level.

According to recent research completed by Hanapin Marketing, it turns out that text ads are in fact, the most effective advertising channel for PPC marketing.

The report was based on information from a survey that was completed. This was a survey of 183 agency marketers in the US, UK and Canada.

Around 86% of the companies surveyed say that text PPC advertising has been the most effective method of advertising for them in 2016.

Remarketing comes in at a fairly close second, with 65%, followed by mobile advertising at 56%.

Around 83% of companies surveyed said that they either feel good or very good about the performance of their PPC campaigns this year. 11% say their efforts have been fair, 6% poor and 1% very poor.

Almost three-quarters of agencies surveyed said they feel much better about their PPC advertising strategies compared to last year.

This survey presents some interesting findings. Agencies are increasingly refining their PPC marketing strategies and getting better results for their clients as a result of this.

This is most likely at least partly due to the increase in amount of optimisation information out there for agencies. We have so much amazing free information at our fingertips when it comes to all things PPC. It isn’t difficult to setup a profitable campaign with the wealth of information we all have access to.

5 Tips For PPC Marketing On a Budget

Do you need to stretch that dollar as far as it can possibly go?

Return on investment is crucial for businesses that have a low startup budget. Solopreneurs usually don’t have massive budgets so keeping an eye on their campaigns and making the most of every dollar is crucial to a wildly successful PPC campaign.

Here are 6 tips to keep at the front of your mind when starting with PPC on a small budget:

1 – Focus On Core Products & Services

When you launch a PPC campaign for the first time, narrow your focus down to your core products and services. You don’t want to be promoting too many things when you first start out as you’ll spread yourself too thin.

Consider the following things when launching your first campaign:

  • Which products are most popular?
  • Which ones convert the best in general?
  • Which have make the most money for you?

In an ideal world, one of your products will have both popularity and high profit margins. Pick one core thing and promote that until you’re generating a solid, consistent profit from your campaigns. Don’t focus on anything else until you nail this first.

2 – Split Up Campaigns & Ad Groups

Quality score is a metric that is becoming more and more important in determining the results of your PPC campaigns.

Quality score is a metric that grades your keywords based on relevancy. The higher you quality score is the cheaper your clicks will be for your keywords. It’s possible to rank higher in the SERP’s and actually pay less per click if you have a high quality score.

This is the case because Google & Bing want to make the most money out of us and provide the best quality ads to their customers so if they see your ad performing better than other ones they will move it up automatically. This results in increased exposure and more clicks for you at the same low cost. Interestingly, Google & Bing also make more money because the CTR of your ad will be higher than your competitors.

3 – Understand Your Ads

In Google adwords alone, there are several different campaign types available. The search network places your ad in the usual spots above and below the organic results when you search for something in Google, as illustrated below…

The display network are the small image ads that come up when you search for certain keywords.

Google shopping for e-commerce companies displays search results in the shopping tab of Google.

One of the biggest mistakes people make when starting out is targeting too many things in one go. Each network operates differently and is crucial that you only target one network at a time to give you a chance to master each one before moving on to the next one.

4 – Leverage Geotargeting

Advertisers on Google can geotarget specific regions they want to advertise to. This is perfect for local businesses that want to reach people in their local area.

You can easily target searchers geographically by distance from your local business. This is called radius targeting. You can also target specific cities, counties, states and post codes!

5 – Use Phrase & Exact Match Keywords

When first building out your keywords lists in your tight matching ad groups, you’re much better off using exact and phrase match to start. This will ensure you don’t waste money on clicks that are completely unrelated to your business.

Exact match terms have the highest relevancy but lowest search volume, phrase match have less relevancy and a higher search volume and broad match has the highest search volume with the lowest relevancy.

The key is to strike a balance between high relevancy and a decent amount of traffic. The only way you’re going to do this is to start testing things!

If you’re looking for other PPC ideas and online business articles, check out our Resource page for more!

How To Use PPC To Generate Affiliate Sales

Affiliate marketing is now one of the most common business models on the internet. You probably haven’t realised the sheer scope of implementation. Thousands upon thousands of companies operate affiliate programs. Affiliate marketing is showing no sign of slowing down. People all over the world are leveraging the power of high paying affiliate programs to become self-reliant and self-sufficient online.

Want to learn more about affiliate marketing and some of the best affiliate programs? Check out Bengu Marketing for all things affiliate related.

Now:

What is PPC advertising?

Pay-per-click advertising is when you buy ads to display your results at the top of the search engines for your target keywords. So when someone searches for your target keyword, your ad will be displayed usually in one of the top positions on the page.

Here is an example of a paid ad listing in Google:

These four results are all advertisements that companies are paying for. It’s worth mentioning that the ads are a lot more non-descript than they used to be. Previously the ads on Google would have a highlighted orange background differentiating the paid listings from the organic ones. Today, things are a lot more integrated.

At face value PPC operates a very straight-forward advertising model. You only get charged when someone actually clicks through to your ad.

Once you start doing some digging though, things are a lot more complex. These platforms use various methods to determine the position of your ad in the search results. For example with Google Adwords, it isn’t just a case of out-bidding your competition and paying more for each click. Google wants to make as much money as they can out of you so if they observe an ad that is bidding lower but performing better, this ad will get a boost in ranking.

This goes back to Google’s quality metrics. They want to display the most relevant ads to searchers so if your ads aren’t getting many clicks, you can find yourself at the bottom of the first page.

Why should you use PPC advertising to generate sales for your affiliate offers? 

Many affiliates shy away from PPC because they believe it has too much competition and isn’t cost effective. What they don’t realise is that paid advertising can be one of the fastest ways to generate sales online.

Trying to rank your website in Google through SEO is playing a long game, and most people fail anyway. With paid advertising, you’re able to leverage the power of immediately being placed in front of your target audience.

If you want to start using paid advertising, you need to make sure you don’t have a crappy affiliate website. Google especially are becoming more strict with their advertising guidelines so if your site sucks, you might either want to consider an overhaul or stick to organic methods!

The bottom line is that you want your website to become an asset for your business. What’s the point of building a thin affiliate website when Google won’t like you because ultimately you’re not providing a good customer experience. Building a business for the long term involves investing your time and effort into creating something valuable to people. This is the only way to foster long-term success in when it comes to online business.

If you’re looking for other PPC ideas and online business articles, check out our Resource page for more!

How To Create An Offer That Generates Leads & Sales

Leads and sales. The lifeblood of any business. Marketing your product or service the right way is so crucial to the success of your business.

You can create a mediocre product but if the marketing is captivating and attractive, you’ll sell by the bucket load. The same goes the other way around. You can have the best product in the world, but if your marketing isn’t right your sales will be dismal.

The internet is the new frontier for business, with hundreds of online business opportunities available to all of us and the internet becoming more user-friendy, there really is no excuse not to capitalise on these opportunities.

Creating an offer that effectively generates leads and sales for your business is an art form. It requires a combination of data-driven methods with a knowledge and understanding of customer behaviour and human psychology.

Before creating a product from a random idea you think will be awesome, just stop and hear me out for a minute. You won’t make any sales unless you have a starving crowd. People need to be hungry for what you have to offer.

You can create something really cool, but if people don’t need it, you won’t sell.

So lets assume you’ve found your starving crowd that are ready to gobble up your awesome new product or service. You need three things to ensure your target audience will take to your offering:

  1. You need to create a solution that solves their problem.
  2. You need to understand their deepest desire.
  3. You need an awesome guarantee that removes any buyer risk and instills confidence in your prospect.

The biggest problem your target audience faces: 

Creating an awesome offer starts with understanding the biggest problems your target audience is facing. What keeps them awake at night?

Once you’ve established that, you can mould your product around the perfect solution for your target audience. You need to create an offer that resonates with your target audience. Something that they can relate to in a deep way. Something that speaks to them directly.

What is your audiences deepest desire?

Tapping into the emotions of your target audience is essential to you understanding things from their perspective and delivering an amazing product that they can relate to in a deep way.

Us humans are irrational when it comes to buying. We buy based on emotions and they use our logical rational minds to make up a “common sense” reason for it. So you need to target emotions. If you nail this, you will sell by the bucket load.

More specifically speaking, you need to target the deepest desire of your prospect if you want to really succeed with product sales.

An amazing guarantee can make all the difference: 

Having a unique selling proposition will set yourself apart from your competition. When someone is thinking about making an investment into your product or service. They’re weighing up the cost and the risk of investment. By offering a USP you’re showcasing something that the visitor can’t get anywhere else. A USP should always be backed up by other guarantee’s. Have you ever wondered why almost every subscription based service offers a free trial?

Its because it takes all of the pressure off the buyer. They can try the product without investing any money at all. This is a win win for both the company and the buyer as the company gets to showcase their great services and the buyer doesn’t have to invest anything to discover exactly what is on offer.

Using Heuristics For Marketing Advantage

Marketing is an art form that requires the understanding of customer behaviour and human psychology.

Enter Heuristics. Heuristics are simple, efficient mental shortcuts that people use to forms decisions and make judgements.

The official definition for Heuristic is “Any approach to problem solving, learning, or discovery that employs a practical method not guaranteed to be optimal or perfect, but sufficient for the immediate goals.”

Heuristics are mental shortcuts that people use to reduce the cognitive load on their brain. Examples include using an educated guess, common sense or a rule of thumb.

The following heuristics can be implemented in some shape or form in your marketing and advertising campaigns:

Affect Heuristic: 

If you’re familiar with the film “the secret” then you know that you create your own reality. In summary, you can manifest what you desire in this world by thinking and acting in a certain way.

The affect heuristic involves how we feel and think about things. You see externally what you feel internally. If you’re feeling positive you will look at the beautiful skyscrapers and be in awe of the achievements of humanity. Conversely, if you’re in a bad mood, you will focus on the negatives and pain a bleak picture based on your negative thinking and emotions. This is why people have completely different reactions to the same thing. We’re all living in our heads, and our lives are a projection of our consciousness.

So if you want to help put your visitors in a positive mood, offer something uplifting before showing your product or service. This could be an inspiring story, a funny image or some form of good news.

Before asking for a donation, you could insert a funny picture that lightens the mood and increases your visitors agreeability with your mission statement. If your visitor is in a good mood, they will frame donating money to your cause as a positive action, along with their association to your charities mission.

Availability Heuristic

In our lives we are taught not to assume anything, yet we do it all the time because we need to. Our brains are designed to make quick decisions, not to hang around and ponder assumptions for hours on end. The availability heuristic tells us to use the information that is readily available, in short, our assumptions about things!

This relates to your marketing when it comes to first impressions and social proof. If you want to impress your site visitors and have them make their assumptions based on your companies’ achievements, then you want to place your past successes and endorsements above the fold on your landing page.

Our brain assumes that companies that have had past success will continue to do so in the future. This is how the availability heuristic leads people to make quick decisions based on the most recent information that is available.

A Step-By-Step Guide To Multi-Step Landing Pages

Multi-step landing pages are quite simply, the most effective way to explode your landing page conversions. This marketing technique is based on human psychology. It has been scientifically proven that once we take that first step with something, we feel compelled to complete what we started.

This isn’t some way of manipulating people into filling out forms and increasing our conversation rates. It is simply a better way to showcase the services you have to offer, by putting your focus on the customers needs, wants and desires. The customer always comes first. We all know that!

Having a CTA on your landing page that asks for your visitors personal information straight away is a massive turn off! Your visitors want to take things slow – you can’t just jump straight in for a kiss when you meet someone for the first time!

How multi-step landing pages work:

STEP 1

Your landing page form asks a question related to the product or service that you offer. This question has a threat level of basically zero! That means that you aren’t asking for any personal information whatsoever.

For example:

This four step landing page scored some absolutely insane stats: 

a 311% increase in conversion.

73% reduction in cost per conversion (CPL)

74% more leads.

These are numbers that most marketing managers merely dream of.

Asking the visitor for their zip code to see if they qualify makes them feel like the service you offer is exclusive to their location.

Other questions you can ask could be: 

How soon do you need help?

What city are you in?

How many employees in your organisation?

STEP 2

Your landing page asks for more specific information, so you can tailor your quote to their needs. Things like type, quantity or hours of service required can be additional questions to ask your prospect.

STEP  3

You tell the prospect that you’re collating all the information together and that you need their information to send out a personalised quote. This is the point where you ask for their personal information.

Most people understand that creating a quote requires filling in of some information, and now that you’ve got them to complete two steps already, they much more likely to complete the last one.

Multi step landing pages work way better than their single step counterparts for a number of reasons:

  1. People Just Don’t Have Time – The internet shopper is more smart and savvy than ever. Many tried and test online marketing methods are dying out because people just don’t buy into it anymore. When using a single step landing page, more often than not, your prospect won’t fill in their information because they don’t want to be called by 10 companies trying to sell them something. A multi step landing page is much less threatening and you immediately separate yourself from the competition by instilling an element of trust into your prospect.
  2. People Are Impatient – Our world is a crazy place. We’ve now got more distractions that ever before in history. Everything happens so quickly. If you’re using a single-step landing page, your prospects aren’t getting an answer to their questions right away. With multi step pages, they’re increasingly curious to find out more. They don’t know if completing the first step will give them the answer they want but filling in a zip code is a hell of a lot less threatening than their personal details.
  3. People Assume They’re Getting What They Want – The biggest improvement with multi step landing pages is that people assume they’re getting an answer to their question on the last step. Visitors nowadays are super-savvy, they know you can’t just pull a quote out of your ass with just some personal details. That’s why it makes perfect sense to ask those pre-qualifying questions first. When you get your visitors to go through these little micro-steps you’re getting more investment and commitment from them each time. This makes it much more likely for them to complete the final step in the process.

For more PPC and online business tips, check out our resource page here.

The PPC Landing Page Technique No-One Uses

Landing pages are the lifeblood of any advertising campaign. They are specifically designed to collate and present information is such a way that encourages the user to complete a certain action. These pages are very effective at generating leads for businesses of all industries.

A search for landing page tips will bring up hundreds of articles full of best practice advice on how to optimise your page in the best possible way. You’ll find that many of the top internet marketing experts say the same thing when it comes to increasing conversion rates on landing pages.

ppc landing page tips

It makes perfect sense right? Until it stops working.

I have always been a great believer in keeping things simple and making lead buy-in steps super-easy for prospects until I learnt more about human psychology and persuasion.

Neil, Peep and Oli are all correct. Simplifying landing page forms in most cases does product better results, BUT this definitely isn’t always the case.

Get this:

By removing all the non-essential form fields, you’re left with fields that ask for the prospects name, number and email address…. the fields that the prospect find the most threatening to complete!

Think i’m talking absolute nonsense?

Well here is some proof:

An artificial grass installing company had been sending PPC traffic to their website for quite some time. To test out an alternative approach, they create a two-step opt-in form, with additional fields added to the conversion process. More information to fill out!

This is what the first step looked like:

Notice how zero personal information was requested in this step?

This is how the second stage of the form looked like…

The form headline on the second part gives a good reason to ask for the person information. “where can we send it?” affirms to the prospect that the information he/she is about to fill in is only going to be used to send the quote details to them.

This is what the results looked like:

214% increase in conversion rate.

Substantial increase in lead quality as a result of asking for more information.

Why on earth did this happen?

When a visitor sees that the first step is to fill in their personal details, they know they won’t get an answer to their question right away. They might also be wary of a sales person calling them, hence the reluctance to fill in the their information.

With multi-step landing pages, you can get people to take that first step and make that commitment, this is absolutely crucial to your prospect investing their information in exchange for your offer.

Dr Robert Cialdini, the author of the book “Psychology Of Persuasion”

No matter what your landing page goals, adding more steps and fields can work wonders to your conversion rates. Just make sure that the first step isn’t begging for the visitors personal information. Make it more about what you can do for them.

When someone lands on your page, they don’t care about you. They’re just thinking about what you can do for them. Framing your questions in a way that offers value to the prospect is a sure-fire way of increasing your conversion rates.

Check out our resources for more PPC and online business information.