Companies spend too much money on television advertising.
There I said it. It’s insane the amount of money that these companies spend to get their names on the tube for less than one minute. Yes television can be a good way to expose your brand and keep it fresh in peoples’ minds, but at what cost? Take a look at the picture below: If you want your company’s ad to show up for 30 seconds on any of the “Big Four” networks, you’re going to be spending between $75K and $200K. That’s more than some folks’ mortgages! And these numbers are dwarfed by the price you’ll pay for getting your ad to show on the biggest television advertising day of the year—the SuperBowl. It boggles my mind to think that the average cost of a 30-second SuperBowl ad in 2012 was $3.5 million. It’s borderline criminal I tell you! And TV advertising continues to grow even though it is getting more expensive. Check out these stats and trends: To me, this seems very counter-intuitive. These advertisers are competing for the same thing, driving up the cost for themselves. And worst still? People are spending more time going online than watching television. Back in my day, I would spend hours in front of the TV. But now, I spend most of my day surfing the net than channel surfing. And if this is true for me, someone who grew up alongside the internet, it must be the standard for young people today now that the internet is in its prime. Advertisers need to look elsewhere. They need to break free from this traditional marketing medium and look for what will be the norm in the future. That’s why search engine marketing is the future of advertising. Now taking this into consideration, would you rather spend that $110,000 (from the picture above) on a medium that’s losing momentum or on one that’s just getting off the ground? Let’s go back to the SuperBowl. Now imagine if an advertiser used those $3.5 million on pay per click advertising instead of a 30-second commercial. If you took that as your monthly budget in a paid search campaign and had an average cost-per-click (CPC) of $2, you will have 1.75 million people visit your website in one month. Sure, you could argue that the SuperBowl reached over 111 million people. But the problem is the ad was exposed to 111 million random viewers in a matter of 30 seconds that will not significantly increase sales. That’s why most of these ads are about maintaining brand awareness for already-established products.
The interested few are worth more than the random many.
Let’s go back to those 1.75 million people that you could have brought to your site. These people are worth more than those 111 million because of two words—control and intent. The internet allows users to control their own journey. I feel safe in assuming most people enjoy being their own captain, something TV just can’t provide on the same level the internet can. Bigger still is the notion of intent. Users went into the search engine with the intent of looking for your particular product/service. So these 1.75 million people are not random viewers, they are people actively seeking your specific product/service. Television is not a bad way to advertise, but it costs too much and it’s slowly fizzling out. Look to the future people. A shift in the way we advertise is already happening and you have to decide whether you’ll move with it or be left behind in its wake. So what do you think? Would you agree or am I off my rocker? Let us know! Pictures courtesy of Voice.com
Bisk Education is Hiring Pay Per Click Managers
“At Bisk Education, we live and breathe online education. For over 40 years we’ve been guided by a fundamental belief that learning is much more than a casual pursuit. It’s a life-changing journey that never ends. We’ve built our reputation on developing successful online solutions in three key areas: Higher Education, Executive Education and Training, and Continuing Education and Test Prep.”
This sums up what Bisk is all about. They want to help people achieve their goals of higher education. It is a very reputable company that is associated with some of the top universities in the U.S. Right now, they are looking for Pay-Per-Click managers to expand their ever-growing company.
Be the Next Bisk Pay Per Click Manager!
They are looking for those individuals that, “have a problem solver mentality and the ability to think critically” and will be responsible for, “[assisting] in the development and execution of all search marketing campaigns.”
Bisk is looking for individuals that have a Bachelor’s Degree in Business, Marketing, or Interactive Marketing. If hired, a Bisk employee can expect an, “…employee benefits package [which] includes health, dental and life insurance, plus paid time off, 401(k), employee referral compensation and more.”
If you feel this position is right for you, visit the job details page or click on the image above to read the full position summary/responsibilities. You can apply directly from the page as well.
As a Pay Per Click company ourselves, we wish you and Bisk the best of luck in finding a great new business relationship!
Our friends over at Tampa Bay WaVE have written a blog post about us and our participation in Tampa Bay Tech Forum’s Cooltech 2012 event happening June 22nd at the Tampa Bay Convention Center. Take a quick read below or see the full post here!
“79 Days to the RNC!
SiteWit is a genius analytics engine to improve the searchability of any website. It was the brainchild of board member Ricardo Lasa (CEO) and Chief Scientist Donald Berndt Ph. D. The beauty of SiteWit is that anyone can use it. Whether you are a one man working on his first business, or a seasoned professional, SiteWit has tools that cater to you with their SMB and Enterprise products.
In a technical sense, SiteWit uses data mining and traffic quality scoring running on Google AdWords and Microsoft Adcenter platforms. It automates many of the arduous tasks involved in managing a pay-per-click campaign making it easy to use.
The idea came about after Ricardo and Donald had been working many years with search engine marketing and realizing that there was a need for a smart, automated, and easy-to-use tool for advertisers that was relatively inexpensive. This led to the finalized version of their patent-pending analytics engine which centers on automation.
They say, “Let the machine do the work for you.” With the engine complete and ready to rock, Sitewit was born and began helping search engine marketers manage and optimize their campaigns. Sitewit has since moved into the small business arena as well and now even a lone proprietor has the ability to advertise on the major search engines with confidence and ease.
SiteWit has big plans for the future in their journey to become the number one paid search campaign management tool. They are planning for improvements to their analytics engine itself, revamping their website, expanding their team, and taking on partnerships.
We couldn’t be prouder of SiteWit and all of it accomplishments and we are so happy to have such an outgoing CEO as a component of our advisory board.
Want to check out SiteWit and meet this talented founder?
SiteWit is just one of many of Tampa Bay WaVE’s members who will be exhibiting their new technologies and cutting-edge innovations at TBTF’s coolTECH event June 22nd at the Tampa Convention Center.”
When building paid search campaigns, you have the option of setting your keyword match types to either broad, phrase or exact match. Depending on which one is used, it will affect which search queries will trigger your ads to show. Broad-match keywords allow your ads to show for similar keyword phrases and variations that Google sees as relevant. Phrase-match keywords have to include the keyword phrase in the search query to display your ad, but can also have additional words at the beginning or at the end of the search query. Exact match allows for your ad to pop up if, and only if, the search query matches the keyword phrase exactly. For more information on AdWords match types, click here. If you have any experience managing PPC campaigns, you’ve probably noticed the difference in clicks and impressions between the three match types. Broad-match, without a doubt, gets a much higher search volume than phrase and/or exact. You may ask yourself, “Is this a good or a bad thing?” Well it depends on the goal of the campaign. If it’s a branding campaign and your goal is to gain as much exposure as you can for your website, then it’s a good thing. But if your goal is to increase leads/purchases on a limited budget, then the answer is no. Although Google is matching your broad-match keywords to similar search queries and variations of those queries, it does not mean that you will like their relevancy. If you’ve ever used the AdWords keyword research tool, then you might have noticed that not all of Google’s recommendations are relevant to what it is that you are offering.You’ll need to sift through and find the keywords that are right for your PPC campaign. So are broad keywords a bad idea? Not always. Just think of them as the fats in the food pyramid and remember to “use sparingly.” Broad keyword can be a great resource if used correctly. I highly recommend using them at the beginning stages of a campaign to see what search queries they are able to attract. You can then go into your analytics to see what those queries are and then add them to your campaign as either phrase or exact match. You can leave broad keywords in your paid search campaign for the life of it but keep an eye on them to make sure they are converting and not eating up your entire budget. What do you think? Are broad-match keywords friends or foes within a PPC campaign? Your opinion matters so let us know!
“Managing PPC accounts can be overwhelming. There is so much to do and no one ever has enough time.” This is the first line of the article “How to run your PPC Accounts like a Project” by Brad Geddes. The article suggests using a project management system (for agencies) or a calendar (for the lone ranger) to organize your PPC campaigns and treat them as a “month-to-month project.” This involves creating a list of monthly to-do’s and having recurring events within that project management system/calendar to make sure that everything on that list gets done.
The idea of organizing and prioritizing necessary tasks in order to maintain a successful paid search campaign is one that I can completely agree with. PPC campaigns can be a very daunting task that can consume hours out of your day if left unchecked or, “…never get better because you never spend the proper amount of time to nurture and grow them” (Geddes). This is true. But why spend more time trying to manage time when the real answer is one simple word: Automation.
When you automate your PPC campaign management, you will spend fewer hours testing ads, researching keywords, setting bids….the list goes on. The majority of these complicated, time-consuming tasks should be technology’s burden, not yours. Letting the computer/software do the work frees up more of your time…time that can be spent elsewhere such as in improving landing pages, building a closer relationship with your current client base, and working on other marketing strategies such as SEO or Social Media.
Jake Hird wrote a blog post back in 2010 on Econsultancy.com where he advocates the use of PPC automation tools. His statements are still relevant today and he highlights three very important facts:
• Advertisers are turning to technology in order to improve campaign performance and measurement.
• Technology suppliers are having to adapt, to keep pace with a constant evolution of the search engines.
• Marketers are beginning to give greater attention to multichannel integration and attribution (Hird).
He is especially fond of tools such as automated bid management software because it gives a, “…significant competitive edge in an increasingly complex environment” (Hird). These statements couldn’t be truer. Automated bid management takes care of the tedious task of setting bids by automatically increasing or decreasing bids to keep your ads in a specific position. The software does this by constantly checking the bidding landscape for your keywords and uses data mining to keep you at that desired position for the lowest CPC possible.
PPC campaigns are enigmas that can be very hard to figure out, making them that much more difficult to manage. If this is true for SEMers that understand PPC then imagine how it must be for those small businesses that have no idea where to start or don’t have time to learn the intricacies of PPC in order to create a successful campaign. Sure, you can go ahead and take on your paid search campaigns as if they were a project. But it’s going to cost you valuable time and much headache to sift through tons of data searching for the right answer. Machines process information a million times faster than we do and they work around the clock! So think smart, invest in automation software, and let the machine do the work for you!
Being one half of the marketing/customer service crew here at Sitewit means I deal directly with customers on a daily basis. Whether they’re already using our online marketing services or they’re still just a prospective client, I have to make sure to take care of all of their needs/questions/concerns. Earlier last year we implemented a customer relations system that was created in-house. This system is called Echo.
At first it was designed to contact people that had signed up but not purchased. Within the system we would get a ticket for each user and it was assigned to either me or Evan, the other half of marketing/customer service. It was then our job to get a hold of these prospective clients and try to get them to purchase and optimize their paid search campaigns. Every day we would get a batch of new clients and we had a week to try and get a hold of them. Tickets were either open (everyday moving closer to expiration), resolved (we got the customer to purchase), unresolved (couldn’t get a hold of client), or snoozed (delay expiration by a week).
There is a place to write notes, add an event, set reminders, and see past events of the ticket. It also told us how far along the client was along our service funnel (tracking code installed, conversion tracking was set up, and/or Adwords account was linked up). We could also change who was assigned to the ticket. After 7 business days went by (or 14 if the ticket had been snoozed), the ticket would expire and the boss would be notified. This was essentially the sales portion of our job but at least it wasn’t random people out of the blue. These were people that had already signed up for the free service so it felt natural to try and get them onto the paid service.
The problem we ran into most of time was not being able to get a hold of these clients. We would first call and then follow up with an email, but the response rate was fairly low. As time progressed, we started losing faith in Echo and it slowly faded into the background until there came a point where we just didn’t use it anymore. Granted this was around the time that our new product was being developed and the initial marketing for it was being implemented, so our minds were preoccupied elsewhere.
But now that the new product has been rolled out and we’re receiving some good traction from it, we have to reevaluate how we connect with our clients. So we’re going to go back to Echo but with a new strategy. This time it’s all about internal marketing.
We are not only going to focus on those prospective clients that have not purchased, but also put just as much consideration into current paid clients. We want to create a “sticky” environment within our company. We want people to stick around and use our product for a long time and we plan on doing that by checking in periodically with our paid clients. We’re not going to close a customer and wait for them to call us when they have a question/comment/concern. We are going to reach out and let them know, “Hey, we haven’t forgotten about you and we genuinely care about how our internet marketing services are working for you.”
And to do this, we are tweaking Echo and giving it a second chance. We’re remaking the interface to make it easier for Evan and I to get all the information we need about the client. We are extending the expiration period and getting rid of the snooze feature. We are making it so we get a batch once a week (as opposed to everyday) which will make things easier for the marketing team and keep any clients from falling through the cracks.
We’re probably all guilty of being vague at some point of our lives. Whether it was an explanation to our wives about where we were the night before or a story told in as little detail as possible that leaves everyone confused. In most cases, you can chalk it up to not knowing any better. But it’s not about our mistakes; It’s about how we analyze and correct them that counts.
This same rationale goes for online marketing. When you are too vague in your message, it can easily be misinterpreted. Let’s say you sell collectibles through your online store. Generally speaking, people looking for collectibles are not going to type “collectibles” into the search bar. In most cases, the searcher has a good idea of what they are after. Now don’t get me wrong, the searcher probably isn’t going to search “1966 Vintage Simms Batmobile” either, but that is why you need to meet them halfway. The person searching probably understands that if they are too specific, they won’t be able to find what they are looking for. The same goes for being too vague. This problem could be alleviated by the “two-word keyword” approach. Often times, a one-word keyword is far too general, as in the “collectibles” example above. But when you add descriptors to it, as in “batman collectibles”, it becomes a much better keyword. For example, some better options for keywords, for both the advertiser and the searcher, would be “batman collectibles”, “vintage batman”, “batman toys”, etc. Even though they are pretty general, they still have a central focus.
With broad, one-word keywords (not broad as in the match type but keywords that are just too general), you will still garner clicks from advertising off words like “collectibles”. That doesn’t mean that they will be good clicks. The difference between a good and bad click is night and day. That potential customer that just clicked on your ad can (and will) leave as quickly as they got there if they don’t find what they were looking for. Not only did you not make a customer out of them, but it cost you money for the click. It’s a lose/lose situation.
So even if you have been vague in the past, it is never too late to make a change. Start marketing more effectively today!