A beginner’s guide to the difference between PPC and SEO

This post is by Simone Schuurer of Bing Ads, our Search Channel sponsor.

As we mentioned in this blog post we started a blog post series to make sure anyone is able to find information on our blog about pay per click advertising ‘basics’. When I ask people running their own business if they are investing in pay per click (PPC) advertising I get told, every so often, that they don’t need to as their site is already showing up on search engine result pages. This prompted me to write this post on what organic and paid for search engine results are. Most people will agree that showing up on both organic and paid listings will bring you the best search marketing results so – if you are a bit in the dark on this topic – read on!

Elevating customer experience: what every CMO needs to know

perfectionThe days of building your brand solely through carefully-crafted marketing campaigns are long gone, and in this brave new world, every Chief Marketing Officer (CMO) needs to move cultivating a stellar customer experience to the very top the to-do list.

What that means is that every channel, every touch point and every interaction must work in tandem so that ultimately you communicate one essential message: Our customers are what matters most.

Of course, the entire c-suite plays a role in this synchronicity, but as CMO, it’s your job to take the lead in defining your customer journey. You’re responsible for elevating the brand by strengthening relationship (both internal and external) fostering loyalty and encouraging advocacy. And in order to do all that, you need to fully recognize that consumers – and their expectations – have changed . . . dramatically. For example, today’s consumers are:

The distracted customer: how to keep their attention?

DistractedThe hardest part about selling online today is keeping the attention of a potential customer. There are so many distractions nowadays! We’ve got Facebook, and Twitter and Netflix and a few hundred thousand other nifty apps and games we can all access on our tablets and mobile devices 24-hours-a-day.When you think about it, we should all be exhausted from all of these distractions. But we’re not. We’re constantly finding ways to just keep lumping on new distractions; which just makes us more unfocused.

So how do you keep the attention of a potential customer? Your job is to get your customer to take an action. Whether that is to download something, or sign up with their email, or buy something, or whatever. If they pay attention, and then do something, you convert. And conversions mean success.

Why you should care about PPC advertising

This post is by Simone Schuurer of Bing Ads, our Search Channel sponsor.

For quite some years I helped large retailers advertise their products in our paid search results. As a customer of many small businesses I can’t help but think about how ideally suited paid search would be for those running a company smaller than a national chain store. I know I’m not an independent advisor – working for Bing – but knowing search and knowing personally people behind many a small business I’d simply like to tell you why I believe pay per click advertising may benefit you.

‘If only they’d start a PPC campaign I could read my book without a worry’

‘If only they’d start a PPC campaign I could read my book without a worry’

Do you like to watch (video)? Your customers do!

Take a mental picture of your current website in your head. Can you picture it? Do you see your headlines, and text and bullet points and all of those things?

Now, imagine your potential customer visiting your website for the first time and seeing all of those same things. What do you think they’re going to do? It’s probably going to be something like this.

1. Read headline. If headline grabs attention, then…

2. Move on to read first sentence. If first sentence begins to explain what problems you solve for them, then they read on…

3. At this point they are more than likely skipping…

WAIT A MINUTE! STOP RIGHT HERE!

Why are we making a text blog post about how people like to watch videos? Let’s do this in video. Watch below.

Are You Making These 5 Banner Advertising Mistakes?

I’m not the first to write about this topic yet marketers from every niche are still making the same mistakes and blowing their budgets on display ads that don’t perform.  So before you call it quits… ask yourself if you are making any of these five mistakes.  If so, pay close attention because this is how you can avoid them once and for all.

Mistake 1:  Not selling to the right crowd    

Not all clicks are created equal.  The goal of your ads should never be about getting the most clicks but rather focus on getting relevant clicks.  What’s the point of a thousand curious clicks when they are not from the people who NEED your offer and who ultimately will make a purchase?  Place your ads on well targeted websites – where your ideal customers hang out.

Mobile Advertising: How To Outperform Your Competition

mobileIt’s an epidemic. People everywhere are addicted to their mobile devices.

On average Americans are using their desktops less and spending about 158 minutes every day on their smartphones and tablets.  That’s over 40 full days a year!

While there is definitely a drastic shift in technology usage with 64% of mobile users actually making a purchase after seeing a mobile ad, nearly 74% have yet to receive mobile ads from their favorite brands.

Are you on the mobile bandwagon?  Now is the time to hop aboard or be left in your competitor’s dust.

Let’s take a look at four key strategies to help you optimize your mobile ads and outperform your competition…

1.    Make the move from clickable to tappable ads