In-market audience extension to Search campaign for better PPC:

Google serves varied initiatives to brighten and provide effective edge to your SEO strategies. One such major step is: in-market audience. Google helps marketers to reach out to such audience who search for similar services or products on Google display network or YouTube that you provide. And in-market audience has been on its job since 2013.

In-market audience implementation optimizes the SEO to target potential consumers and thus scale up the site traffic and simultaneously reduce the Pay-Per-Click costs. Earlier, In-market audience service was available only for Display network and YouTube campaign. But now Google has planned to extend this service to search campaign keeping AdWords as the medium.

Now onwards, you can find dozens of in-market audience categories in AdWords starting form Auto and vehicles to tickets, and beauty products to real estate. It means if you are a beauty product dealer, you can increase your audience reach to the users who have already searched for any of the beauty products and beauty services or ready to buy your products.

Along with this extension, Google announces store sales measurement in AdWords which allow the marketers to calculate in-store revenue and store visits generated from the online- ads.

It’s good news for PPC Service Providers to revise their ad campaign strategy with Google’s in-market audience search extension. PPC Companies must target this in-market audience factor by setting an ad campaign with effectual content to reach various customer bases for traffic optimization and lower PPC for business profitability. 

What is PPC and How It Works

PPC - Pay Per Click - Also called Cost Per Click / CPC is a form of online advertising that uses real time bidding to direct traffic to websites. Advertisers only pay when the ad is actually clicked by an end user. The end user or searcher types a search query or search term into their web browser, as the searcher looks for an answer to their search query, the advertiser has an opportunity to connect with the user by bidding on those search queries or keywords. Each time a user sees an ad containing their keyword(s), it is called an Impression.

Once the searcher finds a potential answer to their search or query, they’ll be inclined to click on the link that directs them to the website they are looking for. For our purposes, this could be a paid listing or an organic listing. The paid listing is what we call Pay Per Click.

Search and Display Ads - Are The Two Main Kinds of PPC

Search ad is when a user is searching for a query on search engine, a text ad shows up at the top of a SERP (Search Engine Results Page). Based on the advertiser’s bid, and ad quality/ ad rank, the ad will appear higher on the top of the SERP.

Display ad is when a searcher or user is reading content about their query and a display ad is shown to them based on the content of the relevant webpage or landing page.

It is good to note that Search and Display ads typically reach potential customers at different points in the buying funnel. Most likely, someone clicking on a Display ad is in the process of learning about a product or idea. Still they are towards the top of the buying funnel, in the discovery phase. A searcher who clicks on a Search ad is usually closer to making a buying decision, and is therefore more likely to convert. 

Lets have a look at how you can use PPC?

Google offers a lot of training and certification materials to become familiar with PPC. While PPC is available through several platforms, Google is having the best training content for beginners and is a well known search engine in the world, so Google AdWords is a good place to start your PPC campaign.

To start a PPC campaign you will need 4 major items:

• Budget 
• Ads or ad copy 
• Keywords 
• Billing information 

Google makes the process of planning easy by providing a Keyword Planning tool that can help you create keywords, as well as give you an estimate of daily traffic and spend and it even shows you an estimated budget for your PPC campaign. Hence two major things in your PPC campaign set up are answered. 

As for ads or ad copy, it is always recommended that you use two forms of ad copy so that you can test which ad performs better. Once A/B testing is done, you can optimize from there. Also keep in mind that it is a good practice to use keywords in the ad copy to make the ad copy more relevant to the searcher/user. 

For billing, just enter in your credit card information and you’re ready to go!

Now that you’re all set up, you can move into the optimization and maintenance part of your PPC campaign. You should look at the past 30 day trend for position, click through rate, impressions, clicks, cost, cost per conversion, quality score, and bounce rate. Once you are familiar with optimization and maintenance, you can work on increasing your campaign budget, so long as the margins remain profitable.

There you go. A brief explanation of PPC campaign set up - what it is, and how it works. Want to get your own campaign set up but aren’t sure how to dive deeper? Approach the experts at a renowned PPC company to help you in setting up your PPC campaign.

What Is Digital Marketing and How It Can Help Grow Your Business

What Is Digital Marketing?

Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium.

How Digital Marketing Can Help Grow Your Business

Digital marketing can drive traffic to your business and convince new visitors to become paying customers, and often at a fraction of the cost of a billboard!

Let’s take the billboard example.

When you put a billboard up, you don’t know how many people even look at it in the first place, and there’s no way of reliably tracking how many new customers you’ve acquired as a direct result of the billboard.

With Digital Marketing Companies , you’ll never have those issues again. A properly structured digital marketing campaign allows you to track individual users throughout your sales funnel, from initial contact to conversion.

Digital marketing is more of a science than anything else, and that’s excellent news for your bottom line.

So how exactly can digital marketing help your business?

On this page, we’ll explore ways that you can grow your visitors and increase conversions with proven digital marketing tactics like SEO, PPC advertising, social media, emails, and many more.

Search Engine Optimization

Without SEO, businesses may find it difficult to rank on search engines like Google for the keywords that they associate with their products or services.

Studies have found that being at the top of the first page of search results can earn you more than 50% of traffic. However, that percentage drops all the way to a mere 4% for the fifth spot. So if you’re not showing up on the first page for a specific keyword or phrase, you can forget about getting visitors that way!

Below points help you rank high on SERPs:

• Analyze your competitors 
• Identify the key phrases and words you want to rank for 
• Optimize your website titles and meta tags 
• Optimize your on-page content 
• Submit your site to search engines 

SEO Services Providers helps you to increase your online visibility and put your brand in front of the right audience, on the right channel. SEO allows for a potentially incredible return on a relatively small initial investment, when executed properly.

Pay Per Click Advertising

PPC - A method of driving traffic to your website by paying a publisher every time your ad is clicked. PPC, or Pay Per Click Advertising, is another way to bring new visitors to your website. PPC ads are displayed along with search results, and entice users to click on them to find what they are looking for.

Below are the type ads we can run:

• Text ads 
• Responsive ads 
• Video ads 
• Display ads 
• Remarketing ads 
• Product Listing ads 
• App promotion ads. 
• Call only ads. 

PPC ads can drive a great deal of traffic, and may sometimes have a very high conversion rate if they are targeted toward specific search phrases.

Social Media Marketing

Increasing Your Fan base with Social Media channels, like

• Facebook 
• Twitter
• Pinterest
• Instagram
• G+ 

are great methods for growing your business with digital marketing. Companies can set up official brand pages or accounts on social media sites, and post updates to fans however often they choose.

If someone follows you on Twitter because they like what you have to say, they might eventually make a purchase from your website. Or, if someone joins your Facebook Page because a friend recommended it, they may already trust you enough to subscribe to your service when the time is right. To put it simply, social media growth = business growth.

Email Marketing

Email marketing is one method of growing your digital business that seems like it will last forever. Although gaining a dedicated following can take a long time, brands with large email lists know that there is great value in this method.

By sending out periodic emails about

• New products 
• Specials or sales 
• Interesting additions to your website 

you can drive shoppers back for repeat purchases.

Emails can also easily be forwarded to others, so subscribers to your list might send one of your marketing messages to a friend or family member if they spot something of interest to them. That can lead to more subscriptions, more clicks, and more sales.

Content Marketing

A solid content marketing strategy can help you grow your business online in leaps and bounds. Believe it or not, customers love original content, and some studies have shown that brands that offer original content are more trustworthy than brands that don’t.

Content marketing can also come in the form of downloadable, long-form content, like

• whitepapers 
• guides 
• ebooks

Though this kind of content can take a long time for a brand to produce, and requires more research and resources than a simple blog post, it can be very rewarding.

When executed correctly, content marketing will keep your customers interested in your brand. They will be willing to come back and visit your site regularly for new things to read and digest.

Link Building

Links are another way that potential customers may find your business. If someone is visiting a website that they trust, and they see a link to your site, they are far more likely to trust you than they might if they had stumbled upon you in some other manner.

But getting links on other websites isn’t all about trust: it’s also about your ranking. Links to your site help indicate how well you should rank in searches for specific keywords or phrases.

So, in order to get these good links and improve your ranking, you will need to undergo a process called link building. This refers to the process of building links to your site from other sites through manual actions, Like,

• Article Marketing or Guest Posting
• Web Directory Links 
• Forum and Blogposts Comments 
• Web 2.0 Submission
• Press Release Submission etc.,

If you can build up a lot of high-quality links to your business online, this will indicate to both search engines and shoppers that they can trust you. This will not only improve your ranking, but also increase the amount of traffic that comes to your site.

Go Mobile for Even More Sales

To grow your business online, you may find it necessary to create a mobile-optimized website, or even a completely mobile version of your site.

Creating a mobile version of your website, or using responsive design to ensure that your existing content appears properly on all devices, can potentially increase your conversion rate dramatically. If a shopper visits your site on their phone and finds it easy to navigate, they are far more likely to buy from you than from a business who does not have a mobile-friendly store.