PPC Strategy should not merely focus on driving PPC traffic successfully, but rather, driving successful PPC traffic. Traffic that will convert to meaningful outcomes. Results.
At Running SEO and Key Medium, use the right tools backed by AI to create the best AD for the right audience, in order to send them on the path towards conversion (ie. to a landing page which includes 1- a headline which reflects their search; 2) an image of what they are looking for; 3) short sales copy; 4) a clear call-to-action; 5) social proof/testimonial to show credibility-- usually under CTA).
We target your niche and focus first on completely getting to know the audience-- their location, age, gender-- along with their interests and what they are in-market for. This enables us to hone in on what the user's state of mind is.
Some purchases are thought out over a longer period of time, such as a high-ticket item or b2b services. Other purchases are more in-the-moment. Somehow something caught the lead’s attention and they quickly proceed on the path to purchase.
In order to buy something, one must be aware of it first, of course. After that initial exposure and awareness, the customer then shows interest. Their interest turns into desire/consideration, which then leads them to proceed to action. This is the sales funnel, which tapers down.
How will we best reach them?
Through PPC- for people who know what they're looking for and are ready to take action. They are expressing intent.
Now through the display or Facebook/IG/Twitter channels, ads are placed directly in front of people who aren't actively looking and don't quite know what they want yet.
In this channel, we need to start educating them about the product or service offering and target them based on who they are and what they're interested in.
Video and content marketing strategy are a relevant way to reach these people that don't know what they want. Show them that there is a solution to a problem that they have in order to entice them to click.
How We Help You Develop the Best Pay-Per-Click Strategy
Our PPC strategy utilizes a variety of tools and techniques that help you stand out, draw leads, and gain conversions. We follow a highly optimized strategy that will make your marketing strategy a success. Some of the things that we implement in our PPC strategy are:
We do away with the trends of the past to focus on the way of the future. That means that we don’t focus on keywords when crafting content, we focus on the wants, desires, needs, and interests of your target market along their journey.
Studies show that when ads are relevant and personal to someone, they are much more likely to click on it. With PPC, this is everything. The goal is to get people to click on your ads with the intent of conversion, so if your ad is appealing to them, they will.
We develop an understanding of your target market and use automation to personalize relevant ads that will capture the attention of your audience. This strategy is imperative in receiving the highest number of clicks in your PPC ads.
The vast majority of consumers use their mobile devices when they are searching or making a purchase online. This makes it imperative to optimize ads for mobile devices.
If an ad is not optimized for mobile, many potential customers will ignore it. Our services will make sure that your PPC ads integrate perfectly with mobile devices, making them accessible by all.
Voice search is a top up and coming marketing tool. In fact, estimates show that by the end of 2020, voice search will make up at least half of searches. This is in part due to the advent of technologies such as Amazon Alexa, Google Home, and Siri.
Our services focus on optimizing your ads for voice search in order to prepare for future marketing trends.
Automation and Artificial Intelligence have long been used creatively in various stories that envision the future. This technology is no longer just part of the imagination. This technology is here and, in fact, prevalent in our society today.
Automation makes it possible for ads to be personalized for a particular audience. It ensures that ads will reach a specific target market and are more likely to be clicked on by potential customers.
Our strategies utilize automation in order to personalize your ads and create ads with high engagement and conversions.
Continuing as one of the top marketing tools out there, video marketing provides the opportunity for consumers to get a good look and feel of a product, brand, or service in order to entice them to buy. The addition of videos to ads actually gives them a higher ranking on search engines and makes them more likely to be clicked on.
Our digital marketing services focus on crafting relevant videos for your PPC ads in order to make your ad stand out, have a high ranking, and give consumers even more reasons to click.
Social media has become much more than just a place to find out what your friends are up to. While people continue to share updates and photos, businesses are taking interaction to the next level using artificial intelligence.
Does artificial intelligence leave you wondering if customers will feel that you’re, well, robotic? That’s not the case for most people today. In fact, as Millennials hit their mid-30’s and Generation Z comes up behind them, the number of people who are more comfortable with technology than face-to-face interaction continues to grow.
How can you take advantage of AI to make your social media presence better? Here’s what you need to know.
Just a couple of years ago, companies that used chatbots on social media were considered cutting edge. Today, they are more accessible and common than ever.
The biggest advantage of this technology is the ability to answer customer questions instantly in natural language. People love to have 24/7 access to your company, but you don’t need 24/7 staffing to accomplish it.
Instead, create a chatbot easily on Facebook Messenger or using software to install a chatbot on your website. You can use them to offer your audience answers to common questions or to create a personalized experience on your social media page.
Chatbots have the ability to continue the conversation, as well. They can offer recommendations of content to read or watch, along with products or services the individual may be interested in. They are readily available to help with customer service as well.
Even better, you can reach new customers by tapping key demographics to find new people to talk to. Because chatbots can be integrated into multiple messaging applications at once, your reach is almost limitless.
Social media is no longer about connecting with the largest number of people possible. Instead, it’s about connecting with each person individually, as though you knew them one-on-one.
AI makes this possible. Big data gives you an enormous amount of information about your existing customers, and you can leverage this to connect with the same type of people on social media. Everything from social media ads to retargeting uses AI to find and connect with exactly the people you want to target.
With personalization, you can show different ads to different, very specific audiences. You can offer the product or service they are most likely to be interested in, rather than offering a broad generic ad to millions of people.
Wondering who your target audience really is? A professional digital marketing company in Toronto can help you look through your data and find the right people to focus on.
Determining whether a tweet that mentions your company came from a real person or a spambot
can be a challenge for your marketing team, but not for AI. Software can evaluate the sender and the source of the post to let you know whether it’s important or not.
If you want your team to focus on things that are worth their time, use AI to sort the noise from the real data. Does someone need customer service help or are they a sales lead responding to an ad? The right intelligence can help you route them to the correct department seamlessly.
Once upon a time, people had to call your company and navigate a complex phone tree before they could speak to the right employee. This was the only way you had of determining their intentions. Those days are long gone, thanks to AI. Now, you can route people easily based on intention and source.
What posts should you make online to get the maximum engagement? AI can tell you. Rather than having a person comb through endlessly-changing trends online, software can monitor all of that for you.
For instance, Post Intelligence created an app that tracks social trends and predicts the level of engagement of specific followers. It can also recommend content and even create social media posts for you.
Sound impersonal? Quite the opposite. With the right AI, users can see content targeted specifically to them and their interests. It makes social media even more engaging and shows that you’re a company who understands their needs. When people are ready to make a purchase, they’ll choose the companies they feel most connected to.
People react best to marketing that meets their specific individual needs. AI allows you to discover your ideal customers and speak to those needs 24/7, exactly when they arise. Your marketing will be more accessible and more targeted than ever.
You can’t afford to miss out on the huge strides AI is making. Take advantage of this new technology and start boosting your social media presence today.
Want to learn more about AI? Find out about AI-first and how it will affect your organization, your customer's journey, and how Google is leading the charge on AI.
This piece was contributed by:
Louise shares a passion for creative writing, and enjoys being detail-oriented in her work. Working as an SEO specialist and copy editor has increased her ability to meet new challenges with an open mind.
A degree in Industrial Technology (Major in Computer Technology) also made Louise “tech savvy,” and she prides herself on her ability to recognize the latest trends and technologies in the digital industry.
She hopes to someday visit many of the best dessert places across the globe. She’s also a proud “parent” to six beautiful cats.
