Find detail information about latest interenet marketing trend PPC (Pay Per Click), how we can speed up online lead generation in order to deliver qualified prospects

1. YOUR MONTHLY REPORT ON THE LATEST INTERNET MARKETING TRENDS
March 2013
IN THIS ISSUE:
 PPC: Speed Up Online Lead Generation CONNECT WITH WSI HALIFAX:
 PPC: How Does It Help Deliver Qualified Prospects? (902) 405-8777
 Integrate With Other Tactics ehmidan@wsiweblinksolutions.com
DIGITIZATION OF BUSINESS
PPC: Speed Up Online Lead Generation
Google AdWords - Enhanced Campaigns
Enable contextual and measurable multi-device marketing:
 Are you struggling to make your presence felt online? Is Your Website Mobile
 Do the deeper pockets of your larger competitors keep you up at Ready?
night?
 If potential customers are using multiple devices to search for Get more out of your website.
Convert it into a mobile-ready
information, how will you drive them to your landing page?
site to capture more leads on
 Should you invest more in organic marketing or incorporate a paid mobile and maximize your return
advertising program in your overall digital strategy? on investment. Click on the link
or picture below for an
If questions like the above are on your mind, pay per click (PPC) interactive sample preview!
advertising offers a solution so you can compete with the bigger players in
Mobile Site Preview
your industry. It gives smaller local players a level playing field by allowing
healthy competition for the more generic keywords.
Google is following the trend where more users now search for information
using multiple devices such as tablets, desktops, and smartphone, and
other search contexts, i.e. time of day and the device used. The search
giant's recent update to its advertising product, Google AdWords offers to
reduce some of the complexities involved in managing multiple ad

2. campaigns.
Google AdWords - Enhanced Campaigns
Termed Enhanced Campaigns, these new features hold promise that the
life of the digital marketer is going to get much easier. Separate
campaigns for each digital device will soon be a thing of the past. We can
now integrate campaigns across all devices based on parameters such as
a prospects' location, time of day, when a query is run, and type of device
used. The ability to run contextual, multi-device marketing campaigns that
can be measured to a granular level can add significant value to paid ad
campaigns.
Key benefits include: Request a FREE preview of
 Ability to integrate and run a single campaign across multiple devices your mobile site Today!
 Create targeted ads based on device used and location of search
 Measure the impact of various ads across devices
MARKETING STATS
For businesses this is great news since paid campaigns will become much
Steady Gains for Mobile Paid
more flexible, easy to launch, less time consuming, and best of all, cost- Search
effective.
* 23% of paid clicks in the USA
can from mobile devices in Q4 of
PPC: How Does It Help Deliver Qualified Prospects? 2012.
* In this same time frame, Google
Reach The Customers You Want, When You Want To! had 88.8% market share for ad
Most of us have been front row witnesses to the evolution and dollars on both smartphones and
development of the PPC model, and especially Google's AdWords tool. It tablets.
Read the Article (eMarketer)
has definitely changed the way we view display advertising. Having to pay
only when someone clicks our ad gives you some assurance that you are
meeting the core objective of driving qualified traffic to your website. PPC ON THE BLOG
helps you:
Check out some of our recent
blog posts
Generate quality leads quickly:
Ads are delivered only to web surfers searching for information * Heard of the WSI Cycling
related to your keywords. This is good indication that the Team?
visitors are more likely to be interested in what you have to * Changing Landscape of SEO
offer. * Understanding Backlinking for
Ensure real-time impact: You no longer need to wait several SEO: The DOs and the DON'Ts
days or even weeks to understand the impact of a campaign.
With PPC, you can roll out a campaign within hours and watch ASK WSI
the results rolling in almost immediately. If required, you can
even pause the campaign or experiment with a different Get further insights from WSI
creative format based on reports generated. experts
Location-based targeting: Local businesses can automate the
delivery of ads based on search location and time of day. This Question:I'm a small business
enables quicker lead conversion as the target audience is in owner (sushi restaurant). How
close proximity to your business location. can the newly released AdWords
Enhanced Campaigns help my
Quantitative measurement of campaign effectiveness: One business?
of the biggest advantages is measurability.
Answer:AdWords Enhanced
PPC offers insight into: Campaigns are designed to help
make PPC campaigns more
efficient by expanding them
 Conversion Rate (CR): Calculate the number of leads that took across the many platforms
action after clicking your ad-made a purchase, registered on your

3. site, filled a form, etc. people use to search (PCs,
 Click-Through Rate (CTR): Measure the relevance and impact of smartphones and tablets).
ad campaigns. A low CTR means you need to improve the quality Before, AdWords revolved
around searcher intent; with
of keywords and/or the creative.
Enhanced Campaigns, your ads
 Quality Score: This is the sum of relevant keywords, CTR, quality capture intent and context.
of your pages used by Google to measure ad rankings, and
effectiveness of PPC. A good quality score indicates highly For example, you probably want
optimized use of ads, keywords, or campaigns. to target searchers within 5 miles
 Negative Spend: This indicates that your ad is appearing in of your restaurant during the
dinner rush. With Enhanced
searches that are not relevant to your business. You need to
Campaigns, you can launch a
identify a set of negative keywords to avoid appearing in irrelevant single campaign that reaches all
listings. devices and increase bids by
25% for customers who are
searching on a smartphone 5
miles from your store between
5pm-8pm, or decrease bids by
Integrate With Other Tactics 30% during hours the restaurant
Make Your PPC Advertising Operate in Harmony With is closed. Enhanced Campaigns
give you a better opportunity to
Your Entire Digital Marketing Strategy grab customers who are nearby
and hungry!
Merely investing in a PPC campaign will not help. You need to make it an
integral part of your overall campaign and ensure consistency in For more help on leveraging the
messaging and positioning across both paid and organic channels. latest PPC advertising
techniques, contact your local
Consider the following factors:
WSI Consultant now.
1. SEO Strategy: Don't run your PPC campaign isolated from other tactics WSI AROUND THE WEB
like Search Engine Optimization (SEO). Consistency in the message you
deliver through the ads and your organic search results landing page will Recent news articles and
have a measurable impact on your overall strategy. PRs about WSI
*WSI Internet Franchise
2. Competitive Search and Visibility: PPC campaigns help capture Announces Membership in the
keywords that actually aid conversion. You need to invest in extensive and BDO Seidman Alliance
ongoing research to identify keywords that will increase your visibility. * WSI Achieves Six Standard of
Excellence Recognitions in the
3. Data Analytics: Compare data gathered from both your organic and Web Marketing Association's
2012 WebAwards
PPC campaigns to understand your buyers' behaviour and optimize
campaign effectiveness.
4. Targeted advertising: Link your landing page directly to your ad.
Ensure that the call to action is visible on the first click.
5. Digital Marketing Budget: Determine the maximum cost you are ready
to incur per lead since it plays a key role in determining your advertising
cost. You can either pay a flat rate for each click or opt for a bid-based
program.
Contact your local WSI Consultant to help you build an effective PPC
campaign strategy and generate leads for your business.
This Edition of Your Inside Edge Newsletter is Brought to You by WSI

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