Subtle Secrets of SEM Success

Having developed a local advertising platform, we like to think we know a thing or two about how to create a successful and engaging marketing strategy. Search engine marketing, as well as optimisation, play a key role in forging positive impressions for your local advertising campaigns and producing great ROI for your efforts. But sometimes it’s hard to know where to begin when you want to create truly successful PPC campaigns so here are just a few of the secrets we follow every time to make gauging and certifying success for your local advertising campaign.

Targets

It’s hard to accurately consider your campaign’s results without adequate benchmarks to put against your data. Determining your key performance indicators (KPIs) will allow you to effectively monitor and grade your performance, as well as give a basis for comparison when you make alterations. Defining what your KPIs are before the campaign starts also makes it easier to determine which areas are over or underperforming when results are not as expected, meaning changes to the systems involved will have a higher efficiency.

KPIs should ideally be clear concise and realistic. In local advertising campaigns, normal KPIs are measured in possible interactions with the audience such as; the click-through-rate, or keyword performance; and possibly the cost verses lead generator; such as cost per click, or cost per conversion. Rating these against known factors can mean creating an overall picture of the local advertising environment, when people convert best, what it costs to generate a lead or even what avenues work best to generate engagement in your content.

Keywords

Here’s the kicker of all PPC, there is no quick route to achieving great results, and a lot like SEO there is always someone waiting in the wings to take your spot. The biggest ideologies in local advertising campaign management is repetition and implementation. Even if analytics are showing great things there should always be a good amount of time spent on considering how to refresh, retry and hone keywords on each advertising platform independently. Even well managed campaigns require constant consideration and refinement if nothing else to stay ahead of the competition.

Remember great ad copy and the most accurate keywords drive real high-quality leads. Keywords themselves are the means for delivering your ads to the best customers at the most opportune moment, they, coupled with your bid, determine the frequency with which your ads will show. Ensuring keywords are creating the right kinds of traffic by reviewing a report of search terms as often as possible. They should be used to help determine what keywords could be used, removed or used as negatives to promote the right sort of traffic to your product. While some local advertising may rely on building a good click through rate, brand awareness for example, If you just base your keyword usage on clicks and don’t see the relevant conversions they are not really working to create good leads. It is especially important to consistently be updating keywords and content to reflect the current climate and status of the industry advertised. Peoples perceptions and the terminology used can change in the blink of an eye more so now than ever before, continuous assessment is the best way to develop meaningful and attractive searchable phrases.

Tracking

We spoke in the last part of the keywords about the problem of relevancy. Having something in place that creates traffic is great, however the traffic needs to consist of an audience that may convert and become leads. The best way to make sure you use the right terms to attract the correct people is by having a better understanding of their habits and ideals. The best way to generate these overviews of the ‘average customer’ is using tracking which allows more information procurement to help broaden knowledge of those who visit a page’s habits, where they go after and where they came from. Tracking not only helps capture the information of the people who convert but can be used in other ways to assess how people move around the web page and streamline the conversion process as a whole as well as provide insight as to what sites may be useful for use in display retargeting etc. Using all these techniques and applying what they teach to campaigns in the future, or implementing as soon as observed means solid, dependable leads that work for you as well as giving real ROI.

Chase

Arguably the most important part of any lead generation local advertising campaign is what comes after the campaign has done its work. Having leads is all well and good but they aren’t providing any ROI until they have been full converted into a paying customer. Chasing the leads up in the most effective way is key to a profitable campaign. There are many ways to do this, from retargeting to email campaigns and telemarketing, the best solution is always a combined strategy that gets the brand in front of the target with an eye-catching incentive to buy, always considering over saturation and spamming will immediately annihilate the lead. Campaign management platforms often have the ability to create effective remarketing solutions aimed at  multiple audiences allowing a good overview of all local advertising activities and providing support to convert leads into customers in a fast paced and competitive environment.

Hope you’ve enjoyed this little round up of local advertising PPC strategy and look forward to more tips and tricks in the future. Don’t have the time to implement them yourself, let us do the work for you, contact us here.

If you’re not retargeting this Christmas, you need to read this

It’s here… the busiest time of the year for retail sales offline and online. That means it’s also one the most important times to run retargeting ads. You’ll want to trust us on this one, we promise. Here’s why..

Big sales events Black Friday and Cyber Monday may have come and gone but online shoppers aren’t going anywhere. In fact, 30% of all annual retail sales typically occur between now and Christmas, with 60% of UK consumers doing at least half their Christmas shopping online.

You’ve already got them this far, you don’t want to lose out now!

SeeLocal retargeting is all about getting your customers back – on average, 98% of people won’t buy anything during their first visit to a website so retargeting is pretty essential to ensure you’re not missing out on any customers.

The good news is, we can help! SeeLocal retargeting works by showing your ads on relevant websites and social media platforms when a user visits your site or opens your email without making a purchase.

 There’s a tonne of people online

The right Christmas marketing should mean additional shoppers online equals additional website visitors. With all these increased visits, you want to ensure that you’re capitalising on all the opportunities and keep reminding any lost customers to come back to your website to make those all important purchases.

Looking to buy

Unlike other times of the year when you’re trying to give your customers an excuse to buy from you, Christmas is an easy sell. Or at least, it should be. Consumers are looking to spend and they’re looking for ideas – the perfect opportunity for you to remind them that your business is where they should start!

 

SeeLocal retargeting is included in every SeeLocal display campaign so go on, get started and treat yourself to success this Christmas!

 

Why’s that ad following me around the internet?

Because the company (showing the ads) are using ‘retargeting’ technology to track your online behaviour, that’s why.

Essentially, online savvy businesses know you have previously visited their website and are trying to entice you back via ‘retargeting’ with relevant display ads.

In fact, did you know that (on average) 98% of people will NOT buy anything during their first visit to a website?

SeeLocal’s online retargeting ads can help bring back previous visitors – encouraging them to buy, provide contact details or stimulate another response during their next visit. Alternatively, it can also be used to promote additional products to recent online customers.

Retargeting Ad

What are SeeLocal’s retargeting ads?

They will enable businesses to advertise to people who’ve visited their website on previous occasions – having made a purchase, interacted in another way or, most likely, left without taking any action. We can encourage them to return by creating engaging display ads and attractive unique landing page with tempting promotional messages. In turn, providing another opportunity to create a new customer relationship.

How does SeeLocal retargeting work?

When you create a retargeting campaign with SeeLocal, you don’t need to worry about adding tracking codes or remarketing tags to your website. We will create and drive traffic to a fully optimised and unique landing page – in turn, enabling us to track and report all actions.

Once visitors leave your website, an anonymous cookie will automatically track and follow them browsing the internet. Adverts such as banner ads can be placed on sites that they subsequently visit as a reminder to return to the desired site in order to stimulate some form of interaction.

For which businesses will SeeLocal retargeting work?

Quite simply; it will work for businesses of all shapes & sizes -independent, local, national, large, small, medium, B2C or B2B; all can utilise the full power of the internet by activating a retargeting campaign as a reminder to previous website visitors.

The best performing retargeting creative is likely to include a strong promotional offer or response mechanism (i.e. call-to-action) – eg: subscribe, buy, request more info etc. We will also design and create the ads for all SeeLocal campaigns.

Retargeting marketing campaign is valuable on various levels: often by helping to convert visitors into interested or actual customers, but also by shifting first-time purchasers into regular customers or brand advocates.

Inevitably, retargeting display ads are a very good customer conversion tool … less so for driving significant traffic.

Don’t forget – previous visitors to your website have already shown interest in your business. They are by definition lower hanging fruit than other potential customers. Retargeting them is a MUST.

Over to you!

If you would like more information on how retargeting display ads can help you, contact SeeLocal Today

 

How does retargeting work at SeeLocal?

Online retargeting can be a really powerful tool to help increase conversions but a lot of business owners don’t seem to know exactly what it is, how it’s different from other online marketing options or whether it would work for their business.

 

Retargeting-Infographic

 

For more information on SeeLocal retargeting, visit our blog Why’s that ad following me around the internet? Or contact us today.