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How paid search is evolving: 4 trends to look out for

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By Rebecca Wilkes

Paid search is arguably the most knowledge-rich, mature digital marketing channel. It also moves fast, and can be hard for non-experts to keep track of. For The Drum’s Deep Dive into Digital Advertising, Rebecca Wilkes of performance marketing agency Summit Media looks into four trends for the year ahead and what marketers can do about them.

Paid search is the most mature digital marketing channel. It started back in 1996, with Google AdWords launching in 2000. Since then, we’ve seen the launch of many key initiatives such as product listing ads, seller ratings and expanded text ads.

Right now, paid search is also arguably digital’s most evolving channel. Here are four evolutions to look out for.

1. Changes to responsive search ads as Google focuses on automation

In August 2021, Google announced that automation should be a key focus for marketers, and from June 30 2022 responsive search ads (RSAs) will be the only search ad type that can be created or edited within standard search campaigns. Expanded text ads (ETAs) will no longer be an option for marketers.

RSAs allow marketers to enter multiple headlines and descriptions for ads. Google then uses machine learning (ML) to automatically test different combinations to find the highest-performing ad.

There should be two clear benefits for advertisers using RSAs v ETAs. First, increased engagement from customers due to improved click-through rates; and, second, lower costs due to improved ad copy.

From our testing (albeit at limited volumes), we’ve seen higher click-through rates and lower cost-per-click. You should prepare yourself by ensuring RSAs are in every ad group, and review performance of these ads to ensure they’re of the highest quality in line with Google’s scoring.

2. The start of keyword-less world: Performance Max

After its introduction in November 2021, Google announced that Performance Max will replace Smart Shopping and local campaigns by the end of Q3 2022.

Rather than the usual keyword-based search campaign, Performance Max uses your creative assets alongside business goals and automated bidding, with user signals and data-driven attribution to tailor ads to potential customers across the Google ecosystem (search, display, YouTube, Gmail and Discovery). This goal-based format helps marketers target customers at the right stage of their purchase journey, depending on the goal of the campaign.

Performance Max campaigns will be built from any existing smart shopping and local campaigns. Existing settings will remain, but will be automatically upgraded from July onward. So it’s important to start testing and learning now.

We recommend you create new campaigns and pause any relevant activity (such as Smart Shopping), then start working through the new additional creative assets available. Make sure you’re clear with measures of success – GA4 provides the most detail on performance.

3. The re-introduction of broad match (but not as we know it)

Since 2014, Google has been changing keyword match rules. This always brings unpredictability around budget and performance.

Before, broad match meant that if the search query was contextually similar to the keyword being targeted, your ad could show. This has now had a much-needed overhaul to ensure marketers remain in control of budgets. Modern search is an evolution of broad match and focuses on the meaning of your keyword and the intent behind it; this can include searches that don’t contain the original keyword terms.

Google’s BERT algorithm technology helps interpret queries, language and search intent. It uses this understanding to make keyword matching behaviour more closely aligned. That makes broad matches more relevant.

We’ve seen great results from testing, with incremental traffic and revenue. You should ensure you’re live with automated bidding, as the new broad match needs this to work effectively. Choose campaigns to switch to broad match and run a test (you could start by testing any previous broad match modifier keywords).

Test this on stable campaigns, using robust testing methodologies (such as Google’s built-in testing functions).

4. The removal of third-party cookies and the influence of audience

For years, brands have used cookies to help them target ads to the right audiences. With the removal of third-party cookies, Google is now focusing on the intent of people’s searches rather than audiences, capturing people on the likelihood that they will meet a campaign’s objectives.

Measurement and optimization will be impacted. Review your platform’s initiatives to mitigate this. Understand whether they align with business goals and objectives.

Google recently announced that it will be sunsetting Universal Analytics from July 1 2023. Think about the way you’re tracking to be able to capture and measure effectively moving forward, and what the platform you use is doing to enable continued measurement and reporting.

First-party data also becomes important in targeting an engaged audience. Contextual targeting will again rise to the frontier for display/programmatic activity.

So make sure you’re working closely with your provider and review targeting options for future activity and how to capture your target audience.

The loss of third-party cookies and how to combat this should be a key talking point across all brands to make sure you’re not left behind when the change is made.

By Rebecca Wilkes

Sourced from The Drum

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Why and how referral marketing is exceeding paid search and paid social

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By Mark Choueke

Referral marketing is often an overlooked strategy. However, Mark Choueke, marketing director at Mention Me, explains why it can be an effective route for marketers and how it works to earn customer trust.

For marketers yet to turn their attention to the extraordinary customer acquisition mechanic of earned growth, referral might be the last marketing channel to come to mind.

For those already giving their customers a participating role in their brand’s success, it’s the last marketing channel they’d switch off.

This was literally true for Lindsay Newell, head of UK marketing at Bloom & Wild, one of Europe’s largest online florists. She knew the customer lifetime value the business derived from referral marketing exceeded that of both paid search and paid social.

So much confidence did the business have in its referral marketing program as a growth driver that when it was forced to ‘turn off’ marketing in May 2020 after the Covid-19 pandemic prompted the first lockdown, referral marketing was the only channel it left running.

The florist grew its UK referrals by 800%, despite promoting it at fewer points in the customer journey than previously.

Newell, meanwhile, says her team tests constantly to learn how various markets and customer cohorts respond differently to messaging and incentives through referral campaigns.

Such success stories were once rare for a marketing channel that is now fast growing into its own skin and becoming comfortable with a more pivotal, strategic status in the marketing stack.

Traditional household brands and established retailers are now joining pure play online businesses in approaching customer acquisition and experience with an ‘advocacy-first’ mindset.

This shift toward earned growth isn’t a replacement for anything. Comprehensive Referral Engineering® programs act as a valuable addition to, and amplifier of, existing marketing strategies.

Menswear brand Spoke put its first-party referral data to work across its paid social channels to target consumers that looked like the retailer’s most valuable referrers. The experiment saw a 65% increase in conversion rates, a 30% jump in ‘return on ad spend’ and a 12% reduction in the cost of acquiring new customers.

Crucially, though, none of the above speaks to the single most important opportunity addressed by a move toward earned growth.

That is that advocacy – and importantly the level of participation it encourages in those we sell to – is slowly shifting the emphasis of marketing from the brand to the customer.

Referral done properly is data-driven – but it’s customer-led.

Amplified in the past two years by the forced loss of so many day-to-day freedoms we once took for granted, consumers are hungry for autonomy and self-determination. They want a more direct role in the way they shop for (and engage with) the products and services with which they choose to identify.

Consumers want to participate; to interact, share and recommend. Your buyers’ e-commerce journeys don’t begin on screens. Increasingly they start with offline conversations; not about your brand or product, but about their interests, their passions and their needs.

What does that mean for your brand? Well, it means your best marketing in 2022 will likely happen in the most ‘un-marketing’ moments.

It means your effective media channels will include everyday occasions in your customers’ lives: chats between parents at the school gates; picnics and pub nights; weekend walks and barbecues with friends; Sunday roasts with the family.

Customer participation will become as crucial in delivering experiences that match your buyers’ expectations as personalization has been in recent years.

For while automation driven by big data has transformed customer experience capability, the spreadsheets and numbers that dominate our customer experience conversations risk becoming somewhat divorced from the end users they represent.

Abstract scores only tell us so much about our customers’ values, beliefs and versions of what a relationship with our brands should look like.

New perspectives and a shared commitment to twinning comfortably volunteered first- and zero-party data with more innovative partnerships will get brand marketers closer to the customer stories that end users would recognize, buy into and participate in.

Referral is a rare marketing discipline, carried out in the cultural mode and language of consumers – normal people who don’t share the marketer’s vocabulary of ‘funnels,’ ‘touchpoints’ and ‘conversions.’

Our businesses are drowning in third-party data (though perhaps not for much longer). Yet how much does this data really tell us about our customers? There’s an unfilled gap between the reported customer insight that much of our data promises, and the legitimacy – the purity – of customer participation. It’s a gap similar to that between reading sheet music and being in a live audience while witnessing a spine-tingling performance.

After thousands of years of retail, your customers still sell your stuff better than you do, without even trying. Now we have the expertise to understand the psychology of referral and the science to drive, track and measure it, you can give your best customers the power to grow your companies.

Click here to see how leading brands use Referral Engineering® to acquire high-value customers while energizing existing ones.

By Mark Choueke

Sourced from The Drum

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Can You Find, And Cut, These Unnecessary Digital Expenses?

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By Dr. Augustine Fou

As advertising budgets get tight, remain tight, and come under increased scrutiny from CFOs and CEOs, marketers must not only increase the effectiveness of their marketing, but also look for ways to cut unnecessary expenses. The savings drop straight to the bottom line. A dollar saved is a dollar earned on your P&L, the “P” line, literally. The dollars saved have significantly more impact on profitability than the many dollars spent on getting more sales, especially in low-margin categories and industries.

Take for instance P&G cutting $200 million in digital ad spending, and seeing no decrease in business activity. In fact, during the same timeframe, “Jon Moeller, P&G’s chief financial officer, said the reduction in ad spending obviously didn’t hurt the company’s performance in the recent fiscal year because sales increased, up 1% from the previous year [and] organic sales grew 5%.” P&G saved another $750 million by 1) slashing its agency roster by 50% (CNBC), 2) reducing the complexity and number of adtech middlemen in the programmatic supply chain through in-housing (FT), and 3) increasing price transparency and accountability by buying from vendors directly and avoiding undisclosed mark-ups by agencies. Of course not every marketer can save a billion dollars like P&G did, but marketers of all sizes can find and cut unnecessary costs. Here are a few to start with.

Cheap Ad Impressions on Long Tail Sites  

Many marketers, especially the biggest spenders, were lured by the large numbers of ad impressions and low prices offered by programmatic ad exchanges. These ads were supposedly shown on millions of “long tail sites.” But common sense will tell you there aren’t enough humans visiting millions of long tail sites enough times to create the trillions of ad impressions bought and sold through programmatic exchanges; fake sites and fake users (bots) are creating those impressions out of thin air. Those sites can sell ad inventory at low CPM prices because they pirated or plagiarized all the content and had little to no cost. There’s a reason mainstream publishers can’t sell you ads for much lower costs; their content is expensive to make. Good publishers have real journalists, real editors, and real content and therefore real human audiences.

The first thing to cut is unnecessary ad spending on large quantities of low cost ads. If it seems too good to be true, it is (too good to be true). You can do this aggressively by turning off Google Display Network and search partners and by turning off Facebook Audience Network. You can also start to use an allow-list or include-list of domains, instead of a block-list; there are so many fake and fraudulent websites you can’t block them fast enough. Don’t take my word for it; run your own experiment cutting low cost ads on long tail websites from your media buys. See if there is any change to your business activity and outcomes. I’ll bet you that you won’t see any difference. When Chase cut the number of long tail sites showing its ads from 400,000 to 5,000 (a 99% decrease) they saw no change in business outcomes, either (NYTimes).

Buying Your Own Branded Keywords in Paid Search

Many marketers, especially the biggest spenders, were duped by their agencies into buying their own branded keywords in paid search marketing. Why would agencies do such a thing? It is possible they didn’t know better. But it is also possible that those keywords are by far the highest volume ones (people knew the brand already) and had the highest click through rates, by far (people were going to click on the search result anyway). Those brand advertisers whose branded keywords already appear as the first organic search result should not be paying for search ads on those same brand keywords. Otherwise, a search ad is placed directly above the first organic result and users accidentally click the paid ad instead of the organic search result they would have clicked anyway. This costs the advertiser unnecessary expenses (see chart below). Agencies won’t tell you that because without the high volume brand keywords and high click through rates, their excel spreadsheets wouldn’t look as good, and they’d have to do more work to drive results for your paid search dollars.

Fraud Verification Tech That Doesn’t Work, and is Black Box

Many marketers, especially the biggest spenders, were tricked into thinking they can detect their way out of trouble when buying low cost ads in programmatic channels. They thought that if some other party checked the ads for bot activity and fraud they would be protected from wasting money. But what they didn’t realize is that the bots can easily trick the detection too, and not get marked as “invalid” — as in IVT “invalid traffic.” Not being marked as invalid, does not mean that it is valid. It could be that the detection simply failed to detect the bots. To put it simply, bots can either alter the measurement with malicious code to defeat it; or bots could simply block the detection tags of the fraud verification companies to avoid detection altogether. Yes, read that one more time — the bots simply block the detection tags of these vendors, and get away with it. “Not measured” is also not the same as “valid.”

See: Examples Of Incorrect Measurements By “Black Box” Fraud Detection

Don’t take my word for it; turn off fraud detection for a period of time and see if you notice any changes in your digital campaigns. I’ll bet you that you won’t see any change. And you’ll never be able to verify if they measured correctly or not, because these detection technologies are “black box.” This means they give you a number — e.g. 9% IVT — but do not explain how they measured it. Even the MRC-accredited vendors may not be measuring correctly. MRC accreditation simply means they paid a fee to MRC, MRC had an accounting firm — E&Y — interview the vendor and verified they are measuring what they said they would measure. That is entirely different from measuring bots vs humans correctly.

Cut the fraud detection tech that does not work; you can’t verify if they work anyway. Oh, and definitely stop paying those fraud detection tech companies that extort their own customers, by threatening to mark them as fraudulent or remove them from indexes if they don’t pay up. That’s “protection money.” Don’t pay it. And you wouldn’t need fraud detection in the first place if you bought ads from real publishers, instead of millions of fake sites with fake traffic.

Fake Certifications

Many marketers, especially the biggest spenders, were lulled by fake certifications offered by industry trade associations into a false sense of security. They thought that if they bought from TAG Certified Against Fraud vendors that there would be less fraud. But what they didn’t realize is that the “certifications” are pay-to-play and self-attested. This means vendors pay the fees, complete paperwork, and promise they will do no fraud to get their certifications. Do you think bad guys intent on committing fraud will actually follow the rules? Even if they are caught three times, TAG’s own documentation shows consequences that amount to less than a “slap on the wrist” and “all consequences for non-compliance will be held in abeyance during the pendency of an appeal before TAG.” If ever they are caught, fraudsters will just appeal and continue business as usual “during the pendency.”

TAG Certified Against Fraud companies were caught committing fraud. For example, Newsweek Publishing Group was caught committing ad fraud while they were TAG Certified. Executives later plead guilty to committing the fraud, so there was no question about whether the fraud happened or not. And Newsweek remains TAG Certified to this day. All of this makes you wonder about the efficacy of pay-to-play, self-attested “certifications” offered by industry trade bodies that have an incentive to reassure everyone that they can keep spending.

Judge for yourself whether this expense is necessary, or useful at all. You can buy ad inventory that is already “filtered for IVT” and achieve the same “low, low fraud rate of 1.05%,” without paying for TAG certification. Just note that it may be that low because the fraud detection tech couldn’t detect the bots. So better yet, buy more from real publishers and less from programmatic long tail sites. You’ll have reduced your own exposure to ad fraud, certifications or not.

Targeting Data and Look-Alike Audiences

Many marketers, especially the biggest spenders, were suckered into paying for more targeting parameters thinking that would improve “relevancy” of their ads. While some targeting is better than no targeting at all, too much targeting is a complete waste of money. Beyond about 3 – 5 targeting parameters, the extra expense of hyper-targeting outweighs the incremental business outcomes that it drives. In fact, academic research has shown that more targeting, beyond a point, results in less business outcomes than less targeting. This is because the data used for targeting was crappy. The data was collected in privacy-invasive ways (observing what sites users visited, tracking them across sites, setting cookies, etc. all without their knowledge or consent). The insights and audience segments were entirely derived, because none of the users were logged in and none of them volunteered information themselves. (This is the opposite for so-called “walled gardens” where users are logged in to one or more Google services at all times, and voluntarily provided demographic and other info in exchange for the free services they were using).

See: Despite Claims That More Targeting Means More Relevant Ads, Nope. Here’s Proof

On top of the general crappiness of the data, there’s also the bot problem. Bots know that ad tech companies look at website visitation patterns to deduce what a user likes and which audience segments they belong to. So bots conveniently trick the ad tech targeting companies by visiting medical journal websites, so they look like doctors; or by looking at swing sets in the spring, and backpacks in the fall, so they look like “swing set intenders” or “back-to-school intenders,” respectively. These are bots, not humans who really want to buy from you. By pretending to be in high-value audience segments, like doctors, bots can trick pharmaceutical advertisers to pay higher CPMs in their desperation to get ads in front of physicians. Bots make more money; advertisers waste more money on said bots.

Don’t take my word for it. Cut the targeting data you pay more for in your digital campaigns and see if you notice any impact on your campaign outcomes. I bet you there’ll be none that you can notice.

Remarketing to Your Own Customers

If you thought black box fraud detection, fake certifications, and targeting audience segments of bots were ridiculous, wait till you hear this next unnecessary expense. Ad tech companies are charging clients to “remarket” to their own customers. They even require ecommerce merchants to upload email lists of customers who already bought from their online store, so they can remarket to them. Think about that for just one second longer. These are customers who already know the brand, and like it enough to have already purchased from their ecommerce stores or physical stores. What’s the likelihood of this customer buying more from the same advertiser? Pretty likely, if not 100%.

Oh, the remarketing company told you they have some special sauce that gets these customers to buy more from you? And they tell you not to worry because you only pay when you get the click anyway (performance)? They tell you, trust us, you don’t need to know where we run the ads since you’re only paying when you get the click. Did they run your ads on porn sites? hate speech sites? fake news sites? popunders? And they don’t provide you with placement reports of where ads ran? Are you sure that ads ran in the first place? Remember Uber’s lawsuit against 100 mobile ad exchanges for falsifying placement reports or fabricating them entirely when no ads were ever run.

Cut your remarketing expense and see if the sales continue. If they do, then those sales would have happened anyway – because your customers know you and will buy from you again — not because of some magic done by the remarketing company. The only magic they are doing is tricking you into paying for sales that would have happened anyway. See: Fraudsters Cheat By Tricking The Reporting to Look Awesome

Cut, Cut, Cut More

While you’re cutting, note the 50% “ad tech tax” when buying through programmatic supply chains. Fifty percent of every dollar you spend goes into ad tech middlemen’s pockets, instead of towards showing your ads. What if you bought direct from a good publisher? Every cent of your dollar will go towards showing your ads; that’s the whole idea behind digital advertising anyway, right? Save yourself 50% or more by “buying direct” from good publishers. They will still use programmatic technologies to place the ads, but you are shortening the supply path and cutting out the middlemen who are trying to maximize their own profits, on your dime.

If you were to look even more closely you may find that between crappy targeting due to crappy data and other “drop-offs” due to the limitations of technology, you’re left with 6 cents on the dollar going towards showing ads. It’s almost like a sale at Macy’s — save 94%! By cutting unnecessary expenses in digital, you’re saving money. The above examples are not a case of “save more when you buy more” (like at Costco, or UNinformed programmatic media buying for that matter); it’s “save more when you cut more.”

See: The Cost-Performance Paradox of Modern Digital Marketing

Cut costs; increase savings, and get better outcomes all at the same time. Who doesn’t love that. Go check your own spending. And let me know what unnecessary costs you decide to cut.

By Dr. Augustine Fou

Sourced from Forbes

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Why Content Marketing Can Deliver Better ROI Than Paid Search

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There are so many directions in which you can take your marketing strategy these days, it can make you dizzy.

SEO, PPC, email, social… the list goes on! Of course, most brands will choose a combination of several of these methods.

But I’m going to explain exactly why I think content marketing is better than PPC and why you should focus the majority of your efforts on your content strategy.

Quick Takeaways

  • When implemented properly, content marketing offers a higher ROI than PPC in the long-term.
  • PPC might bring traffic to your site but it won’t make it convert. Only content can do that for you.
  • Paid search and other types of advertising have their place but it’s essential to have a solid content strategy to back them up.

What Is PPC Marketing?

But first, let’s recap what exactly I’m talking about when I say “PPC”. PPC stands for “pay per click,” is also known as “paid search” and is technically a form of advertising. PPC ads show up on top of “organic search” results on your search engine.

When you launch a PPC marketing campaign, you’ll place ads on a search platform like Google or Bing (this is also known as paid search marketing), on a social network such as Facebook or Twitter, or on other ad platforms.

Rather than paying upfront to place your ad for a set amount of time, you’ll pay the ad platform when your ad is clicked.

In most cases, there are many more advertisers than there are ad spots. The platform decides which ads to show by using a bidding procedure. The advertiser that has bid the highest amount for a particular search query or audience will get the best ad placement. However, they’ll also pay more when someone clicks through to their site.

What Is Content Marketing?

Content marketing is a strategy that revolves around using content (blog posts, videos, podcasts, etc.) to attract relevant visitors to your website, raise awareness of your brand, and boost sales and conversions.

Rather than being sales-focused like an ad, in most cases, this content doesn’t directly pitch your products and services. Instead, you provide useful, entertaining, or inspiring content that improves the lives of your audience in some way.

Publishing a blog is one of the most common types of content marketing and one that’s easy for anyone to start, whether they’re an individual on a shoestring budget or a large enterprise.

1. Content Marketing Is Significantly Cheaper in the Long Term

When comparing different digital marketing strategies, PPC is right up there with some of the most expensive.

PPC can get you to the top of Google if you’re willing to pay for it. But you’ll have to keep paying to stay there.

These costs can add up quickly, especially in competitive industries where keywords can go for several dollars a click.

Source: https://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

On the other hand, content marketing needs only a modest initial investment to get you started. If you’re really running on a tight budget, you can create content yourself with the only cost being your time.

With time and effort, high-quality content can reach the top of search engine results naturally. This means you can be getting those clicks for free instead of paying for each one. And you won’t lose your rankings until someone creates better or more relevant content than you.

Research by Kapost found that content marketing gets three times the leads per dollar spent compared to paid search.

Source: https://neilpatel.com/blog/5-content-marketing-trends-that-you-should-leverage-in-the-next-year/

The ROI of content marketing and PPC has too many variables to suggest an “average” for each method, even on a per industry basis. But whatever industry you’re in, while PPC may seem to offer a more attractive ROI initially, content marketing almost always offers a better ROI in the long-term.

Source: https://alecanmarketing.com/blog/content-marketing-crushes-ppc-over-time/

2. Content Marketing Attracts Better Quality Leads

Content marketing not only attracts more leads for your money, but it generates better quality leads too.

Lead quality is critical for optimizing ROI and increasing revenue. There’s no point in paying for leads (via any method) if they’re not converting.

One of the biggest complaints coming from sales teams is that the leads they get from marketing are low-quality ones. This situation can easily happen when sales and marketing aren’t in alignment and only care about their immediate targets. 55% of sales reps surveyed by Demand Gen said that what they want most from marketing is “better leads”.

Source: https://www.demandgenreport.com/features/industry-insights/study-communication-is-greatest-challenge-for-sales-and-marketing-alignment

Producing high-quality content is one of the most effective ways of attracting high-quality sales leads.

Just because you’re paying for leads, it doesn’t mean they’re great quality. A lot of the time leads from PPC are poor because they don’t know your brand or understand your product when they click your ad.

On the other hand, leads generated by content have already been introduced to your brand and educated on some level. And the longer they stick around and keep consuming your content, the better these leads become.

3. Content Marketing Generates Long-term Results

Content marketing campaigns must be planned on a much longer timescale than other marketing techniques. Some people consider this a negative, but being a slow burner offers huge benefits too.

Content marketing builds traffic and rankings that you own. This may happen very gradually, but once you start seeing the results you want, you’re not going to lose them overnight.

The time and money you invest in content marketing now will continue paying dividends well into the future. A single piece of content that might have cost you a couple of hundred dollars to produce could end up generating business and leads worth tens or hundreds of thousands of dollars for years to come.

Source: https://www.growthramp.io/articles/content-marketing-roi

PPC, on the other hand, is most definitely a short-term strategy. You’ll see the results immediately but if you want to keep having success, you’ll need to keep going.

Anyone can buy clicks, but the value drops to zero once you stop.

4. Content Marketing Is a Simple Model That’s Hard to Mess Up

There’s a real art and science to successful PPC marketing. Not only do you have to know what keywords to bid on, but you also need to bid the right amount, optimize your ads for a high click-through rate, and craft your landing pages carefully to get the results you want.

PPC can be very effective when done well, but in most cases, you’ll have to invest a significant amount of cash before you can see results. If managed properly, PPC can be a good investment but you need a decent budget to get started.

For this reason, it’s sheer madness to attempt a PPC campaign unless you know what you’re doing. If you get lucky then you might see results, but more often than not, you’ll burn through a significant amount of money and have no results to show for it.

As PPC is so complicated, with many moving pieces, most brands using PPC marketing will either employ an in-house expert or outsource to a marketing agency specializing in PPC. Of course, this adds more expense to an already pricey marketing model.

Content marketing, on the other hand, is about as simple as you can get. While there’s certainly a lot to think about when you’re putting together a content marketing campaign, you can’t really get anything “wrong”.

In the worst-case scenario, you’ll publish some content that doesn’t really do anything for you. But all you’ll have lost is the time it took you to create that content or what you paid for it (and content marketing is very affordable compared to other types of marketing, remember).

I’ve seen organizations achieve impressive success with content marketing without following any real plan or tracking results, which just goes to show how simple it is. Those who regularly publish high-quality content and consistently deliver value will be rewarded for their efforts eventually, even if they don’t get all the fine details perfect.

5. People Trust Content More Than Ads

Google is constantly changing the way in which paid ads are displayed in the search results to try and make them blend in more seamlessly with the organic results. The reason for this is that most of the time, searchers don’t want to click on ads.

Most web users these days know that companies have paid to appear in the ads at the top of the search results, whereas web pages that are listed at the top of the organic results are there because they’ve earned it with a great reputation and high-quality information.

Research by Nielsen has found that 53% of consumers don’t trust ads listed in search engine results and 52% don’t trust ads on social media.

Trust in advertising, in general, has been gradually declining in recent years, with customers preferring to do their own research and more likely to follow recommendations from their peers than brand ads.

 

Source: https://digitalwellbeing.org/word-of-mouth-still-most-trusted-resource-says-nielsen-implications-for-social-commerce/

Content marketing isn’t advertising. It’s a great way to build trust rather than erode it.

5. You Can’t Succeed in PPC Without Also Investing in Content Marketing

So let’s say you do have the budget to inject into running a PPC campaign and you’re working with an agency that really knows what they’re doing.

You still won’t get the best results unless you also concentrate on creating really great content.

Just think about it – even if you’ve got a really well-written ad and your targeting is spot on, you still have to win over the users that click on the ad.

So that comes down to sales copy, right? Well, yes and no. It’s certainly important to have really well-crafted and optimized landing pages. But your success will be limited unless you’ve also thought about your content marketing strategy.

You might get some sales from users who’ve never heard of your company before and end up on your landing page. But you can greatly increase your chances if you’ve got a library of great content to back you up.

Great content gets shared and comes up frequently in search results. So, if you’ve been doing your job with content marketing well, there’s a good chance that the user who sees your ad and clicks through to your landing page might have seen one of your articles or videos while researching or on their social feeds. When they keep seeing great content from your brand, they’ll remember it and you’ve got a much better chance of making that sale.

While PPC might be great for attracting people to your funnel, you still have to get them through the funnel. And websites that have adopted content marketing convert at a rate that’s six times higher than those that haven’t.

PPC ads can convert well for users who are ready to buy. But for the rest? A report by Gleanster Research revealed that only 25% of your leads are ready to buy at any given time. So what do the other 75% want?

They want to find out more about your company and products or services. They maybe don’t even know yet that they have a need for your products and services. By publishing high-value informational content that addresses their challenges, you can ensure that they stick around for longer. You have a much better chance of making that sale when they’re finally ready to buy.

 

Source: https://www.lyfemarketing.com/blog/why-is-content-marketing-important/

Ready to Start Focusing on Content Marketing?

PPC can still be an effective part of your overall marketing strategy when planned carefully. But it must be used in combination with content marketing if you want to achieve the best results.

Content marketing is a low-cost marketing technique that offers an impressive ROI if you’re willing to stick with it for the long-term.

If you are ready to get more traffic to your site with quality content published consistently, check out our Content Builder Service.

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10 Simple Tricks to Accelerate Your Sales Pipeline

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By Johanna Rivard

It’s said that it takes around 84 days to convert a lead into an opportunity, and another 18 days to turn it into a deal—all of which may only have a 6% success rate regardless of how long you’ve worked on it.

The sales cycle is composed of phases required to sell a product or service. It may vary greatly, especially on the time that it takes to complete. A long sales cycle typically requires several touch points and spans several weeks to months.

Harvard University found that at least 25% of B2B sales cycles take a minimum of 7 months to close. Additionally, the research firm, SiriusDecisions, found that the typical cycle has extended by 22% over the last five years because the online marketing mix has made things more complex and there are now more decision-makers involved in the process.

Accelerating sales and closing deals faster means keeping the process short and your leads engaged and moving. Here are some simple tricks that you can implement to accelerate your sales cycle.

  1. Nurture Your Leads

Start by segmenting your contacts into lists of casual browsers and of those who may not purchase soon. These are the leads who need nurturing before being passed off to sales. Lead nurturing allows your sales team to work on qualified, ready-to-buy prospects for a faster sales pipeline.

Clogging up your pipeline with leads that aren’t ready slows down the cycle. One of the main reasons behind this is that 61% of B2B marketers send all leads directly to sales without determining if the leads should still be nurtured.

  1. Automate Where Possible

Automating some processes in the pipeline helps in lead scoring and ensures that leads are attended to promptly. Determine which tasks are systematic/repetitive and start automating those, since reducing the hours needed to complete these tasks means your team can spend more time working on high-value leads.

Two tasks that you can automate are follow-ups and lead qualification, which are both necessary in sales but can be tedious. Follow-ups make your clients feel important, but in the hustle and bustle of modern life, it can be hard to stay on top of following up. Draft follow-ups in advance and send them automatically through your CRM.

Another big challenge that can be automated is qualifying sales-ready leads before handing them off to the sales team. Automation can address this flaw in the vetting process to provide a faster, scalable, and more efficient qualification process.

  1. Implement Paid Search for the “Top of the Funnel”

Longer sales cycles mean your prospects are taking their time and researching their options, which they are likely doing via the Internet. Paid search makes sure that your company appears on top of their SERPs, allowing you to gain additional traffic, and build brand awareness.

Start by researching your keywords. Remember to target the keywords that people who are researching your products and services will use. Then, create landing pages full of educational content to continue nurturing these leads. Landing pages need CTAs as well, but don’t be too aggressive since they still may not be ready to make that final purchase decision.

You can also create ads that present why customers should choose you instead of your competitors.

  1. Work with Real Buyers

Real buyers, in this case, are the decision-makers. Not communicating directly with these people often leads to long and uncertain sales cycles.

Find ways to talk to and work with executives. You can start by working with the mid-level clients and building their trust until you can persuade them into setting a meeting with their decision maker.

  1. Understand the Decision-Making Process

Ask your prospects about their timeframe. Learn what they want to know before making a decision, as well as who’s involved in the decision. Discover their criteria and what they want to learn about the business, and you’ll be set up for success.

Their answers will give you an idea of how their assessment will go down, helping you develop a lead management strategy that’s tailored to fit your particular target audience or persona.

  1. Align Content and Reward with the Sales Cycle

There’s a natural progression within the sales funnel, and leads will have to advance through each stage at some point. Make sure that you’re supplying them with the necessary information they need throughout their journey that’s relevant to each step of the buying process.

Start by establishing brand awareness and credibility, then work on serving up your offerings once the prospect has enough knowledge. Make sure that with each piece of content you offer, you’re letting them know what they can do from there to move them further into the funnel.

Content with thought-leadership can be integrated into promotional offerings. Balance educational content by showcasing your products and services. Once you’ve convinced them and passed them on to Sales, they’ll be much closer to making that all-important purchase decision.

  1. Personalize Everything

Nowadays, most people have learned how to spot and dismiss obvious marketing ploys, making it harder for businesses to hold their engagement during the initial stages of the sales cycle. However, this can be solved by having a deeper understanding of a customer’s interests and personalizing the engagement.

More in-depth information about customers requires gaining their trust. So, you need to provide something of value in return. Here are some other ways to personalize your marketing efforts:

  • Have a remarketing strategy that caters to customer behaviors or actions
  • Put a face to your brand that will promote and represent your company
  • Use relatable language in your messaging that still reflects your company image

  1. Focus on High-Performing Channels

Having more marketing channels isn’t always helpful, especially when you’re trying to cut your sales cycle time in half. Figure out what to focus on and find out which channels perform best. Naturally, continue to build systems that support a focus on those channels to ensure the highest returns.

Keep in mind that your channels should regularly be tracked, as each one’s performance will change over time. Don’t be afraid to experiment with and try out new channels as you optimize your campaign.

  1. Use an Incremental Close

Make the buyer deeply invested in you through small commitments to put them in the habit of saying “yes.” Each time you have a positive interaction, it’ll build towards a mutually beneficial relationship based on trust and value.

Determine the requests you’ll make at the end of every interaction, ensuring that both you and the prospect will benefit from it. Each commitment should increase in size and significance as you continue to nurture and eventually lead to closing a sales leads.

  1. Leverage Social Proof

Your current, satisfied customers are the best brand ambassadors you can have when trying to sway prospects. Peer opinions and testimonials can be leveraged to win a prospect’s confidence, resulting in a faster sales cycle. Here are some ways to do it:

  • Find a mutual contact and ask for a personal introduction
  • Send them case studies as evidence that your product or service has helped your customers’ ROI
  • Invite buyers to an event where they can mingle with your current customers. The customers will eventually talk you up
  • Bring up organizations that may be dealing with a challenge similar to the prospects and that they can relate to

Conclusion

Accelerating the sales pipeline requires a defined sales process, knowing your prospects’ interests and pain points, determining which leads to enter into the pipeline and which leads to nurture, and continue building your relationship with the clients.

Automating a few steps in the buying process can also be beneficial in moving through the sales cycle faster to quickly earn your revenue and grow your business.

Once you’ve managed to implement some of these tactics, you’ll notice your sales pipeline becoming shorter, more systematic, and more predictable. All of which are great for making your sales process more efficient and helping decision-making in the future.

By Johanna Rivard

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How to get the most out of paid and organic search

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By Dan Walker

I’m often challenged by clients on how to do more with less. Particularly, how to grow their brand and performance online while spending less money. We’re always looking for efficiencies within paid search – dropping the CPCs over here, improving the ads over there – but to drive true efficiency, organic and paid channels need to be integrated. We find step changes in efficiency by working together, not against each other. So how can two channels that should work hand in hand, but often don’t – paid search and organic search – work together to drive efficiencies and performance improvements?

While there are differing factors to determine rank for PPC ads and SEO listings, both share the same space. When both channels are at the top of the page, it makes sense to consider whether your investment in paid search is driving incremental revenue, or whether it’s simply cannibalising your organic revenue. Key tactics to do this include trade- off analysis, PPC bid adjustments based on organic rankings and using PPC ad copy testing to inform metadata and page titles.

While there are differing factors to determine rank for PPC ads and SEO listings, both share the same space. When both channels are at the top of the page, it makes sense to consider whether your investment in paid search is driving incremental revenue, or whether it’s simply cannibalising your organic revenue. Key tactics to do this include trade-off analysis, PPC bid adjustments based on organic rankings and using PPC ad copy testing to inform metadata and page titles.

There are, however, certain limiting factors to take into account:

  • The organic data from the paid search query may not be 100% reliable;
  • As we can’t look at data on an individual impression level, weighted correlation needs to be used (in the same way that you need to weight average position by impression before you find the average across multiple keywords).

This leads nicely to my next point. While in almost all cases other metrics will take precedence over this, it can be useful to take organic average position into account before pushing bids on a keyword that is competing against high position organic results. This can be done in a few ways:

  • Opening the report on a keyword-by-keyword basis;
  • Using AdWords Scripts to label keywords with the average organic position pulled using the paid organic query API call;
  • If you have a paid SEMrush subscription, you can use a script to label keywords pulled from its API.

A final way, I’ve seen success in aligning paid and organic search to holistically drive better performance using PPC ad copy testing to inform wording for metadata and page titles. The theory is that keywords which drive users to click through from ads in the search engine results page (SERP) results to the website will help increase click-through rate across the site. We’ve seen this approach deliver great results across multiple clients to help drive customers through to the next stage of the marketing funnel.

If you’re looking to drive efficiency you should really be looking to integrate your channels, and follow a methodology of letting them work together to achieve more with less. Key ways of approaching this are to test different positions for the PPC ad, measure the paid and organic sales and revenue holistically to consider organic position when optimising PPC bids. You should also look to use winning messaging from PPC ads to inform metadata and page title wording. While you might have differing goals for paid and organic search, when both appear in the same space, it’s worth measuring both channels together to ensure spend isn’t wasted.

By Dan Walker

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How Organic and Paid Search Inform SEO Strategy

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Sourced from Clutch

Businesses structure SEO strategy based on the SEO services they prioritize and the shifting customer buying journey.

The SEO services that businesses prioritize, the challenges they face, and the benefits they target determine how they structure SEO strategy.

How exactly do these factors shape businesses’ SEO strategy?

We partnered with Ignite Visibility (link is external), a leading digital marketing agency that specializes in both paid and organic SEO, and surveyed 300+ U.S. businesses to answer this question.

In particular, we examine the impact of focusing on paid search versus organic SEO services on businesses’ approach to SEO.

We also analyze how businesses prioritize SEO services to adapt to the new customer buying journey.

Our Findings

  • Only 19% of businesses that invest in SEO focus on paid search.
  • More companies will prioritize social media marketing (20%) than any other SEO service over the next 12 months.
  • Nearly all businesses (94%) that invest in SEO also invest in social media.
  • Two-thirds (66%) of businesses rely on in-house staff for SEO services.
  • Over half of businesses (55%) partner with an expert firm for help with SEO services.
  • The main challenge businesses experience with SEO is proving return on investment (25%).

Paid Search Complements Organic SEO

Most businesses that invest in SEO focus on organic services, or unpaid activities that you perform manually to improve search rankings for your website.

Examples of organic SEO services include:

  • Content marketing
  • Link building
  • Optimizing individual web pages or categories
  • Fixing technical errors that limit a website’s rankings
  • Using social media marketing to promote pages

Over 40% of businesses focus on either mostly or only organic SEO. Fewer businesses (19%) focus on mostly paid search (source: https://scottkeeverseo.com/seo-tampa/).

Do companies focus on paid search or organic SEO?

The small percentage of firms that focus on paid search (19%) stands out to John Lincoln, CEO of Ignite Visibility. Lincoln identifies paid search as a good starting point for an effective search engine marketing strategy (paid and organic services), particularly for new websites.

In addition to the 19% of businesses that focus mostly on paid search, 39% focus on paid and organic services equally.

Paid search complements organic SEO services by providing feedback in areas such as:

  • Keyword research
  • Audience targeting
  • Ad copy
  • Synergy in relation to organic rankings
  • Brand strength and organic click-through rates (CTRs)

“You get immediate feedback on several different pieces [from paid search]: The keywords that have the highest conversion rates, which type of audiences get the highest conversion rates, and which type of ad copy and landing page copy get the best results,” said Eythor Westman, Head of Paid Media at Ignite Visibility. “You can leverage that [information] to develop a more effective SEO strategy, rather than blindly deciding to target certain keywords for SEO.”

Lincoln agrees that paid search campaigns provide valuable insight that businesses can use to inform their organic strategy.

“While you will get a better ROI on organic search long-term, brand new websites should always start with paid. Even mature websites that get millions of visitors a month from organic should invest in paid. The two complement each other. Paid is a bit more precise and controllable,” said Lincoln. “Organic SEO drives the bulk of traffic online. It’s all about knowing the right time to use each one and when to use them together.”

Whether a business focuses on organic SEO versus paid search plays a major role in shaping its overall SEO strategy.

Below, we explore the impact of paid search and organic SEO on businesses’ SEO strategy.

SEO Services Priorities Reflect Changing Customer Journey

The SEO services that businesses prioritize reflect a recent shift in the customer buying journey. The new customer journey emphasizes mobile search (link is external) in addition to longer consideration and decision-making periods.

In 2018, Google expects to introduce a mobile-first index (link is external), in which search results will favor mobile-friendly sites. Adapting your site for mobile search improves search ranking and drives conversions.

“The ways that people convert on mobile are a lot different than how they convert on a desktop. The customer journey has totally changed. Now, somebody Googles a keyword. They click on a top ranking term like ‘SEO company.’ They read our blog and click on social media. Perhaps they subscribe to a newsletter or our YouTube channel. They also might look at review sites,” said Lincoln. “Then, they convert three weeks later, after they feel comfortable with you.”

“The customer journey has totally changed.” – John Lincoln, CEO, Ignite Visibility

Customers now use mobile devices to research potential business partners before converting on a product or service. They check out the business’s website, read blog content, and inspect social media posts.

One-fifth (20%) of businesses list social media marketing as a top SEO services priority over on-site optimization (16%) and creating content to earn links (15%).

Companies' Top SEO Priorities for 2018

The top SEO service priorities businesses listed — social media, on-site optimization, creating content, and mobile search optimization — position them well both for the new customer journey and Google’s new search guidelines.

Social Media Supports SEO Services & Facilitates the Customer Journey

Businesses consider social media a key element of their SEO strategies.

Social media correlates with search rankings (link is external): If you regularly post on social media about your business and target search terms, the chances that your posts appear on relevant search results increases. Social media helps build branded traffic and provides more exposure for content, which can result in more links.

In addition to the 20% of businesses that list social media as their primary SEO priority over the next 12 months, nearly all businesses that invest in SEO also invest in social media (94%).

Top marketing channels for companies that invest in SEO

SEO service providers agree on the importance of social media to an SEO strategy. Ignite Visibility, for example, provides social media services with all SEO services, according to Lincoln.

Social media facilitates the customer buying journey through various means:

  • Reaching additional audiences
  • Providing information about your company to audiences
  • Increasing traffic and leads
  • Allowing content to be found in social media search engines and feeds

“It takes between 7-13 touches to deliver a qualified sales lead,” said Scott Holstein, Marketing Manager for Computrols, Inc (link is external), a Louisiana-based building automation manufacturer, citing an Online Marketing Institute study on customers shifting conversion habits (link is external).

“We cannot simply depend on one source to reach [audiences],” said Holstein. “Someone may search for your service but not click on your result if they are not familiar with your brand. If you are already in their social feed, it’s likely that your [click-through rate] will increase as well.”

Social media increases businesses’ exposure and creates familiarity. This increases the possibility that audiences engage with your brand and convert into paying customers.

Businesses Rely on Both In-House and Expert Firms for SEO Services

Businesses depend on both in-house teams and expert firms for SEO services. Two-thirds (66%) of companies rely on in-house staff and 55% of businesses hire an SEO agency, SEO consultancy, or digital marketing agency.

55% of businesses partner with an expert firm for SEO services

The resources businesses turn to for SEO depends on whether they focus on organic services or paid search.

Over three-fourths (76%) of businesses that invest in only organic services rely on in-house staff. On the other hand, 68% of firms that invest in paid search partner with SEO experts.

How Companies Invest in SEO Resources: Organic vs. Paid Search

Businesses that focus on organic SEO trust their in-house teams to drive SEO strategy. More than twice as many businesses that focus on organic services rely on in-house staff (76%) than an expert firm (37%) for SEO services.

In-House Staff Handle Social Media, Content Marketing

In-house SEO staff are often “jacks of all trade” marketers who are more familiar with general digital marketing efforts, such as social media and content marketing.

Companies that rely on in-house staff for SEO services invest heavily in social media marketing (82%) and creating content to earn links (73%).

Most Common In-House SEO Services

In-house marketers often lack both the technical capabilities and time to carry out more complex SEO services such as on-site optimization and link-building.

The relative ease of social media marketing efforts makes it an investment target for in-house teams, says Rand Fishkin, a leading SEO thought leader and founder of Moz (link is external), an SEO software company.

“Social media is an easy-to-invest-in activity. You don’t need any engineering or dev resources – most executives have a basic grasp of it, so it gets resources and prioritization,” Fishkin said.

Lincoln said in many cases, businesses that depend heavily on in-house teams are either smaller in size and tend not to be serious about SEO or large businesses with sizable in-house teams.

“[In-house staff] usually have a more limited knowledge of link building or SEO. In almost every case, they’re a jack of all trades and also spread thin,” said Lincoln. “They do a little bit of content marketing, but they don’t know how to optimize it or how to report on it. They do a little bit of social media.

In-house teams create content that help businesses engage with their digital audiences. However, without the knowledge to optimize that content, it may still be difficult to actually find audiences to engage.

Expert SEO Companies Hired For Complex and Costly SEO Services

Businesses look to SEO experts for technically complex and costly services. Businesses that focus on paid search are more likely to hire an expert (68%) than use in-house staff (64%) for SEO services.

The “paid” aspect of paid search motivates businesses to partner with SEO experts.

Which type of SEO services providers work best for your firm? Learn more

With a pay-per-click campaign using Google AdWords, for example, companies are required to bid specific prices on their target keywords. Your company must understand how the AdWords platform works and have a bidding strategy in place.

While many businesses may have in-house knowledge of AdWords or PPC campaigns, expert PPC companies are typically more experienced and less likely to waste your company’s money on a misguided or mishandled paid advertising campaign.

Return on Investment Presents Main SEO Challenge

Businesses experience challenges tracking and proving key metrics for their SEO strategies. For 25% of businesses, the main challenge with SEO is proving return on investment (ROI).

Top SEO Challenges

The challenge of proving ROI aligns with the challenge businesses experience tracking analytics (17%) to determine the success of an SEO campaign.

The challenge of measuring ROI results from two different factors:

  • Google’s mission to make measuring ROI difficult
  • The disconnected nature of organic search traffic from actual customer conversions

“Google’s worked very hard to make [measuring ROI a challenge] by removing keyword data and making SEO a difficult-to-track channel,” said Fishkin. “Given how disconnected a search visit often is from a future conversion event (sometimes there’s multiple months and dozens of visits between a first-visit and a conversion), raw organic traffic is actually a sensible metric to use.”

Since the customer journey now consists of so many different points, proving the exact investment that drives conversions presents a significant challenge for businesses.

Tracking and measuring the best metrics and analytics may also prove a challenge for some companies that want to increase brand exposure rather than increase revenue through SEO services.

“Sometimes there are companies that don’t care about ROI. What they want is to rank for a couple of keywords. They want the brand exposure. Other companies need the technical assistance,” said Lincoln. “In other cases, ROI becomes an issue because the SEO company providing services does not have the ability to achieve ROI. Some companies, like ours, offer forecasts. That really helps set expectations.”

Best Practices Challenge Businesses That Focus on Paid Search

SEO challenges depend on whether a business focuses on paid search or organic SEO. For businesses that focus on paid search, 21% say their main challenge is maintaining best practices.

Top SEO Challenges: Organic vs. Paid Search

Maintaining best practices for paid search is particularly challenging given the consistent updates made to popular ad platforms.

For example, for a company using AdWords for a PPC campaign, the value of the keywords are subject to change: Companies need to stay alert to changing approaches to retain value from their campaigns.

Failure to stay aware of the most recent updates also threatens the ROI of a paid search campaign.

“With major changes that have come out, not adapting the campaigns to those best practices can result in a loss of returns. If you do not leverage [ad platforms] as effectively as possible to compete, you can start to get outbid,” said Eythor Westman.

Expert firms are aware of platform updates and understand how to use them to maintain the success of their clients’ campaigns.

Businesses that fail to keep up with updates or other industry shifts risk losing out on target keywords and other paid ad opportunities.

Services Priorities, Customer Behavior Shape SEO Strategy

Businesses shape SEO strategy based on their SEO services priorities, challenges, and changing consumer habits.

The impact each of these factors has on how businesses approach SEO depends on whether they focus on organic SEO or paid search.

Businesses that mostly focus on paid search are more likely to partner with an expert firm for technically complex SEO services like link-building and on-site optimization.

In-house SEO staff, on the other hand, are “jacks of all trades” marketers that excel at general services like social media and creating content to earn links.

Finally, the shift in the customer buying journey drives businesses to prioritize SEO services that allow them to engage with increasingly mobile and informed consumers, particularly through investing in social media.

About the Survey

Clutch and Ignite Visibility surveyed 303 marketing decision-makers at U.S. businesses about their businesses’ SEO strategy.

Eighty-nine percent (89%) of businesses surveyed have more than 10 employees. 35% have between 100-500 employees.

Ninety percent (90%) of the respondents hold a position of manager or above.

Sourced from Clutch

About Clutch

A B2B research, ratings, and reviews firm in the heart of Washington, DC, Clutch connects small and medium businesses with the best-fit agencies, software, or consultants to tackle business challenges together and with confidence. Clutch’s methodology compares business service providers and software in a specific market based on verified client reviews, services offered, work quality, and market presence.

About Ignite Visibility

Ignite Visibility (link is external) is a premier Internet marketing company based in San Diego, dedicated to providing the highest level of customer service in the industry. By establishing mutually beneficial, long-term relationships with clients, Ignite Visibility creates custom solutions uniquely tailored to meet the specialized business objectives of each client. Because a company is only as good as the promises it keeps, Ignite Visibility holds itself accountable to clearly defined key performance indicators established at the outset of every campaign. Ignite Visibility’s core services are SEO, social media, paid media, email marketing, Amazon marketing, and conversion rate optimization.

 

 

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