Seventy percent of small business have an online presence, subscription-based websites continue to rise and online shopping has affected how consumers search and compare products and services.Pay per click ads offer a good return on investment when done properly. However, the learning curve involved in PPC advertising can seem overwhelming. Google AdWords is a lot like chess. The basics are fairly easy to understand, but in reality, the game is so complicated, that it can take you years to master. Unlike AdWords, being a beginner at chess won’t cost you thousands of dollars. So who is running your AdWords campaign?
Pay per click ads promote your small business to your targeted audience by displaying your ad with your specific product or service consumers are searching for. Each time your ad is clicked on, it costs you money, so it is vital to design a campaign which will bring in visitors most likely to purchase your product or service. SiteWit is a fully integrated Pay Per Click Management Software which uses behavioral and predictive analytics to constantly score and predict a user’s likeliness to complete a particular goal. It focuses on improving the performance of keywords that produce clicks. It optimizes your campaign over time and your budget is increasingly allocated to the keywords that actually produce.
How Much Does SiteWit Cost?
Let’s say you create a Google campaign for $100. No portion of this amount is kept by SiteWit. It is entirely allocated to your AdWords. SiteWit fee is only $19/month to benefit from the bells and whistles of all-in-one PPC Management Software. Additionally, your website and related campaign are assigned to an Adwords Certified Paid Search Specialist dedicated to monitoring the progress of your campaign. Right off the bat, this presents an extreme advantage. It’s like running a 100 yard race starting at the 130 yard mark.
When Will I Hear From SiteWit?
Within 24 hours of purchasing a campaign on Google or Bing, an Account Manager will reach out to you with a tailored “audit” of your campaign outlining the corrective actions applied to give your campaign a boost and get you off to a good start. SiteWit’s culture is highly collaborative and personable. You will never receive a “canned notification” or “automated alert” from us. Every 14 days, your Account Manager will send you a personalized status update outlining the progress of your campaign including any recommendations he/she feels are important to reach your advertising goals. Have Questions? You can share your thoughts or concerns anytime with your Account Manager for feedback and advice. So you have access to a set of “eagle-eyes” without paying the frivolous fess charged by internet marketing agencies. This is a huge bargain for small business owners and entrepreneurs.
How Quickly Will I See Results From My PPC Campaign?
One of the biggest misconceptions in paid search advertising is that results are instantly visible and measurable. Search engine results do not happen overnight, there is a delay factor involved.Each account and industry is different, but a general guideline that we follow is that it typically takes 5 to 10 weeks to see results. Search engine results do not happen overnight, there is a delay factor involved. The first two months are heavily involved with testing to see what works and then building off of the success we have seen to get results for our clients. For this reason, SiteWit offers the second month FREE allowing businesses operating with a small budget to steadily gain momentum.
SiteWit Spotlights “How Sweet Is That” by Owner Sherry Potter
How Sweet Is That is an online retailer of cake, cupcake and cookie decorating supplies based in the Ontario province of Canada. Sherry is an entrepreneur who transformed her hobby into a paid business. As she was decorating cakes on her kitchen table using unique supplies she was importing from the UK, her artisan craft soon created a buzz. Initial curiosity in Ontario turned into a increasing demand locally, and soon, interest grew from US-based custom baking fans and gourmet cookie bakers.
Sherry understood the timing was right to expand her business by offering her baking supplies and ingredients online. Once her website was set up, she knew the next step was launching the website by promoting the visibility of her online business. How would she do it without a big marketing budget? What was the best way to get the word out online fast without breaking the bank?
While building her site using the website builder, Sherry noticed the SiteWit feature offered in the dashboard and decided to install the widget. Without search engine marketing experience and only an initial limited budget, Sherry appreciated that her business was advertised live using Google AdWords. SiteWit immediately automated the optimization of her paid ads to drive new visitors from initial modest budget.
Since using SiteWit, Sherry has seen a notable increase in traffic to her site and has gotten more business directly from her paid search campaign. She also found the SiteWit user interface easy to use and has had a great experience with their customer support.
“I had tried everything in my own power to get exposure on the internet for my small business. But I could only do so much. Through my web server, SiteWit contacted me and suggested several different options in getting the exposure I was hoping for. They went over all the information with me and made sure I had exactly what I was looking for. They regularly checked in on me to make sure that I am still happy with the results I am seeing. I never felt pressured and they took the time to explain everything to me, so I was making an informed decision. Sitewit is there to make sure my business succeeds.”
How Sweet Is That?
SiteWit empowers SMBs to take a DIY approach to PPC marketing at a price that makes sense. SMBs can get started using SiteWit’s free website analytics and launch SEM campaigns for – See more at: www.sitewit.com/get-started
In the field of advertising, the golden rule is putting yourself in your prospects’ shoes by thinking like them. If consumers are searching for a product or service like yours, which words or phrases would they type into their favorite search engine?
The most frequent (and costly) mistake is choosing keywords that you use yourself on a daily basis, or which you think are logically associated with your product. Try to let go of your own perspective and be mindful of the jargon and core industry-specific terms you use with your colleagues, vendors and staff. Your potential customer has no clue about your “second skin” the environment in which you live and breathe.
For example, at SiteWit we use the word “conversion” among colleagues to refer to a “sales lead” (a visitor who completed the desired action on the landing page such as a purchase, a free trial, a sign-up for membership).
While the internet marketing world refers to “conversions”, for the small business owner trying to launch his service, the appropriate word is simply “customer”. So, the delivery of the messaging, whether verbal or in written form, is strategic to your success.
If you found an article on our blog titled “Tips to Increase PPC Conversions ” you may not want to read it. This is understandable as such a title is indicative of an article targeting readers interested in more complex strategies to rocket their sales.
However, if our article was titled “How to Rocket Your Sales Using Paid Search Advertising”, you might feel comfortable with the title and feel inclined to read it. So, the key is to understand what words will resonate with your potential customers and entice them to take the desired next step.
To illustrate my point, let’s use this ad I saw recently written by a provider of software solutions:
This technical jumble required me to research the acronym SaaS, what it does, and whom it is intended for. After the necessary research, I learn that Software as a Service (SaaS) allows small online retailers to open functional online stores with a minimum expense. However, if you were viewing this ad from your perspective as a potential customer, would you be inclined to spend time to research what the advertiser is offering?
So, good choices of keywords for this ad would be: “Shopping cart software” “e-commerce solutions for small business” “tracking online transactions” “e-commerce software for small business” “integrating mail-order” “managing online subscriptions” “automating billing for online business” “tracking online orders and payments” ….
Here are 2 improved versions of the ad:
So, don’t try to shove your geek-speak about your product or service on your customers by picking the keywords you think they should use to find you. That never works in advertising. You can educate them as to why you’re different, and why they should care once they have arrived on your site.
Imagine a life in a world of perfect landing pages. All you have to do is get visitors to click on your ad and ~ poof ~ once they arrive on your landing page, they become customers.
That’s a dreamland scenario. Let’s get back to reality. Approximately 5% of visitors take the intended action once they arrive on the landing page of a PPC ad.
So, what stops 95% of visitors from becoming customers once they arrive on the landing page of your ad?
The reasons why visitors might take some action when they land on your landing page are as varied as the people who land there. If you want your visitor to take the desired action (newsletter sign-up, sales lead, purchase), you should consider the following:
- Solve a Need – What Can You Do?
As long as consumers have problems, they will always search for solutions. First-time visitors want to know how you have solved problems for others and are overwhelmed with the amount of choice on a daily basis. In our age of constant distraction, attention spans are short, so you have only a few seconds to get noticed. If it is not quickly obvious on your landing page that your offer will solve their need, your visitors will leave. So, to grab your visitors’ attention, start by solving a need. Then clearly demonstrate the benefits they will get from your offer. The more value they perceive, the more likely they are to remain on your site and take some action.
- Build Instant Trust – Who Are You?
Don’t take for granted that first-time visitors to your site know exactly what your business is about. First time visitors may like your offer, but they have trust and confidence issues because they don’t know you. To establish trust, use symbols that are familiar to them, such as a BBB or Angie’s List logo. Reassure visitors by displaying customer reviews or testimonials. Testimonials will act as a “risk-reliever” and might encourage a visitor to contact you for an estimate or more information.
- Remove Any Doubts!
Errors on a Web site can crush a visitor’s confidence in a flash. Examples of such errors are spelling mistakes, broken links, error messages, etc… Also, take care to notify visitors how you will handle their personal information. Will it be tracked? Will their payment information be stored? Is your site secure? Ease their fears by including a clearly identifiable privacy statement.
- Show Them The Way
It could be a button to take the user to the next page, a form to fill to issue a coupon, a box to sign up for a membership. Use a call to action to engage your visitor or to guide him to where you think they should be heading.
We get it … You loaded up your new campaign, it all looks good, so you rush over to the Google or Bing search page and type in a keyword, waiting eagerly to see your own ad show up. Voilà! there
it is for everyone to see!
You know what? Don’t do that.
By performing searches that trigger your ad, you’ll accumulate impressions (how often your ad is shown) without clicks, which can prevent your ad from appearing as often as it should.
Why? Based on how many clicks your campaign can afford in a day, your ad will participate in only a percentage of searches. So if your small business’s budget can only afford to access 7% of the available traffic in a day, do you really want to waste an impression on yourself?
While you may see your ad, a potential customer who searches for it 30 seconds later may not get the chance! So, when your ad is triggered, you want it be triggered by a customer.
Also, if you repeatedly look for your own ad using Google but never click on it, you might stop seeing it entirely. That’s because Google will stop showing you Ads which it thinks you aren’t interested in.
The fact that you don’t see your ad at some specific instant during the day doesn’t mean it’s not active. If your goal is to measure the impact of your Ad and view website traffic, you may view its performance from your SiteWit account. As always, SiteWit is delighted to explain that jumble of information to facilitate your success in today’s marketplace.
It’s the end of your work day and you decide to check on the progress of your PPC campaign. You search for your ad on Google (or Bing), and find it missing from the search results. Panic mode sets in, just like when you drive home forgetting today was your turn to pick up the kids. Don’t worry, when it comes to your pay-per-click campaign, your ad probably wasn’t lost in cyberspace or eaten by your dog.
If you find yourself asking “why is my ad not showing up?” we’re here to make it easier with the top 3 reasons your ad isn’t showing up:
1. You have run out of budget
Let’s say your monthly marketing budget is $150. When divided evenly over 30 days, this gives you a daily budget of $5. Let’s say your average cost-per-click of $1, and you have already received 5 clicks today. In this case, your ad will stop showing until the next day because you don’t have the daily budget for even one more click. If you search for your ad after you have exhausted the budget, consider increasing your budget to maximize your potential with pay-per-click.
2. Is that keyword in your campaign?
Remember to use one of the keywords that are in your SiteWit campaign in order for your ad to appear in search results. Sometimes the reason your ad does not appear in search results can be simple—that keyword is not in your campaign. If you enter a keyword for your search query and don’t see your ad, head over to your SiteWit account and check that you have that keyword active in your campaign.
3. Your competitors are out-bidding you
The paid search arena gets more competitive every day. You may achieve top ad position today, but you can’t predict when your competitors will start out-bidding you. If the product or service you’re advertising for has a high number of competitors running PPC campaigns, it may be challenging to maintain a consistent ad position. SiteWit monitors your average position and your visitors’ engagement level to avoid being pushed to a less than ideal ad position.
As you can tell, a lot of work goes into ensuring that your ads will show up on Google or Bing search results. If you’re already stress-eating chocolate cupcakes because your ad is not showing up, give us a call!
We’re very excited about being an exhibitor at the 2014 cPanel Conference starting on Tuesday 9/30 in Houston at the Westin Galleria.
As part of our business development initatives, we want to partner with hosting companies to offer hosting providers and website owners alike an easy and effective way to market their websites online. We have some incredible partnerships in place with website builders so now it’s time to tap into the hosting companies. This will be our first time at the cPanel conference and we can’t wait to talk marketing, showcase SiteWit and make new friends.
cPanel is a web hosting management company with one of the best reputations in the business. They offer a variety of services, from hosting to developer resources. We’re thrilled to be part of their integrated services having recently launched our SiteWit cPanel plugin. As the hosts of the conference, I know we can expect to see nothing but great things, from the other exhibitors to the keynote speakers. There’s going to be some great networking events each day after the main show is over so look out for the guys with the SiteWit shirts making the rounds.
If you’re attending the show, make sure to stop at the SiteWit booth and say “Hi.”
We just got a new display so you can’t miss us. Just look for the SiteWit bubble! We’ll be providing demos and talking about how SiteWit can improve any web hoster’s customer retention by adding easy and affordable paid search to their product line.
See you in Houston!
SiteWit partners with Arvixe to integrate web-hosting & search engine management, saving customers time and money.
SiteWit is pleased to announce that it has partnered with Arvixe, a provider of the common type of hosting expected by SiteWit’s paid search customers. Arvixe is the host to many small to medium enterprise-level websites, as well as blogs and personal web sites. Arvixe offers hosting plans which are ideally suited to SiteWit’s customer base, aligning hosting packages with unmatched reliability, affordability and value which SiteWit’s customers have come to expect.
To learn more about the SiteWit and Arvixe partnership, Click Here.
Find out more about Arvixe hosting plans here.
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics.
Hello, I’m Brigitte!
I’m the newest member of the Customer Service team. You will see me addressing various topics on SiteWit’s blog, keeping an eye on continually improving your marketing campaigns, and reaching out to you with recommendations and suggestions for increasing the effectiveness of your ads.
I’m joining SiteWit after working as a Search Marketing Advisor on the Yahoo Bing Network in Europe, enabling brands to engage with an audience in six European markets. Most recently, I became a French/English Web Search Evaluator for Google, assigning quality ranking scores to web pages.
My interest is global search marketing. I aspire to design campaigns for SMB who are ready to tap into foreign markets to increase their marketing reach.
As long as you promise not to tell anyone, I’ll admit that I’m addicted to Dancing with the Stars and Downton Abbey.
I am very excited to be here, and I look forward to contributing to your success!
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics. Brigitte will be happy to help you!
You’ve decided to enter the exciting world of paid search
Congratulations, you are on the road to creating a more successful business. However, in order to succeed in the world of paid search, careful planning of your campaign structure and analyzation of its progress are required.
The structure of your campaign should reflect the overall goals of your business so the campaign will give you the best possible return on investment. The campaign should have very relevant keywords to your business, compelling ad copy and a well designed-landing page. There should also be some sort of bid optimization to make the most out of your budget. SiteWit and it’s automated bidding engine can help with that. Keep tabs on your campaign because if it’s neglected, the ads and keywords can become disconnected with the goals of the business and lead to a less than optimal return.
Analyzing keywords and their performance will allow you to see what’s working, what can be nixed, and give you insight on how to save on your average cost-per-click. This knowledge can help you foreshadow trends-to-be and stay ahead of the game. Thorough analysis of keywords metrics and stats can go a long way. Knowing which keywords perform best in terms of conversions is important in developing new keywords that are closely related to that keyword, and shutting down keywords irrelevant to that keyword.
Another thing business owners need to be aware of is the difference in search engine. Google and Bing have a wide variety of different users and your campaign will perform differently based on which engine you use. Google has a much higher search volume but has higher competition and tends to have a higher cost-per-click. Bing and Yahoo have a lower search volume but there tends to be less competition and in turn a lower cost-per-click.
“You get out what you put in,” rings true in the world of paid search advertising
Careful analysis of keywords, using bid optimization to maximize ROI, and constantly working on the structure of your campaign will lead to positive results and getting the most out of your advertising budget. SiteWit is here to help, and our team of professionals can guide you in every step of the way to having the best performing campaign and maximizing your ROI.
And if you haven’t already done so, go to www.sitewit.com to open an account now and get your free analytics!
Photo by Tsahi