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Tag: Clients

The Importance of Educating Clients in the PPC Marketing Industry

August 20, 2019 No Comments

When a Search Marketing Agency pitches a new client, they may provide them a complimentary audit, initial strategy overview, competitive analysis, etc…

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The Importance of Educating Clients in the PPC Marketing Industry

June 28, 2019 No Comments

When a Search Marketing Agency pitches a new client, they may provide them a complimentary audit, initial strategy overview, competitive analysis, etc… However, once the client signs on the dotted line and the work begins, more often than not, overt time the client slips into the dark with regard to the specifics. These specifics consist of the day-to-day “blocking and tackling” of PPC. (keyword matching, search queries, ctr%, quality score, competitive bidding, affiliate hijacking, etc…). When something goes wrong with an account (and is always does), the PPC Marketer/Agency needs to explain the cause and effect and it is that situation where the client needs to know what they hell they are talking about.

In this post, I will discuss some specific instances where it’s in the best interest of both parties to educate one another in order to not only grow the business, but to keep the relationship from turning sour.

Discuss What Metrics Matter Most

Regardless of how seasoned a client/prospect might be with regard to “PPC metric lingo”, it’s in the best interest of both parties to explain which metrics matter the most and why. Sometimes, Adwords metrics such as interactions, engagement rates, etc… are not exactly accurate on measuring success. Success is should identified by conversions. For example, take this scenario.

  • Increased Impressions: In general, one might think this is a good thing but depending on the targeting and platform, absolutely NOT and here’s why.
    • Search Networks: More impressions can reduce the CTR% which in turn lower Quality Score and hence, result in higher costs and worse AVG Position. This also results in additional “irrelevant” traffic that will drive up budgets and lower the overall Cost/Conversion.
    • Display Networks: Depending on the bidding options, (especially CPM) an increase in impressions will only drive up costs. Need to make sure CPC is set to this option.

The Influence of Competitors:

When a company enters the world of PPC Marketing, they will encounter competitors not only bidding on similar keywords, but also their “sacred” brand terms and this can have a detrimental effect on the overall performance of the account. It’s important to keep a watchful eye on this and develop strategies to counteract this problem. Here are some strategies to protect the brand:

  • Make sure the client files their trademark with Google to ensure no one else can use their trademarked term in text Ads.
  • Send an email/letter to all Affiliates and Resellers that they are NOT permitted to bid on the trademarked name in any of their Text/Banner Ads.
  • Contact competitors directly and ask them to stop bidding on their trademark terms. (if they do not oblige, getting legal assistance would be beneficial)

Attribution of other Online or Offline Advertising

Attribution can be a tricky thing to interpret, especially to a client, but it’s imperative to tell a story that makes sense. Understanding attribution varies depending on the life cycle of the client (history, offline advertising, social media presence, etc..). Typically, a new advertiser will have to rely on “non-brand” terms to drive the most relevant traffic to their product or service. Once history as been accumulated and more people get familiar with the brand, consumers will ultimately type in their brand name (Search Engine, Direct/Bookmark) to get to their site.

The client needs to understand that it will take time to grow their brand and that this is a revolving cycles. For example, “non-branded” terms are more costly and do not provide many conversions so we automatically want to pause the campaign. Bad Idea! Quite often, the “non-brand” terms are the first point of contact that introduce the brand. Yes, it costs more money, does not result in an immediate conversion, but over time it’s what generated the customer.

Importance of “After-the-Click”

Perfecting the fundamentals of Quality Score in a campaign is a good thing. Buuuut….. it’s only half the battle. The other half is persuading the customer to take an action and frankly that is the only thing that matters here. Even though the term “after-the-click” is simple in its meaning, execution is another story. It is this strategic obstacle that can be achieved, but requires constant and intelligent testing to ensure maximum effectiveness. Bottom line: The client needs to understand that in order to maximize their Ad dollars, they will need to the invest time and money into these strategies. The following Tactics would include:

  • A/B Landing Page Testing
  • Cart/Form Testing
  • Audience Testing
  • Promotion/Offer Testing

The Trust Factor:

It’s very easy for customers to trust the platform that they are advertising on. There is this “fuzzy / comfortable” feeling that if Google recommends it, then it must be a good strategy. However, I would strongly recommend that any of the Google’s Opportunities  (even though sometimes justified) need to be viewed as a just a suggestion, not an immediate decision. Remember, Google is a lucrative business because they want advertisers to spend more money with them. Increasing traffic and spend may sound good on paper, but they do not come with any guarantees in terms of conversions. When appropriate, clients need to understand the difference.

In Conclusion:

There is a “fine-line” that needs to be met where Agencies need to maintain control the PPC Accounts, while allowing the client to continue to interact and take part in the overall strategy. One way to overcome any potential issues is to educate them on all of the intricacies that may occur throughout the client-agency relationship. Once the client has developed a good rapport with the agency, it becomes easier to properly manage their performance expectations.


PPC Marketing Consultant | Google Ads Agency


Could Another Digital Agency Easily Steal Your Clients?

December 5, 2018 No Comments

Explore a few ways to be proactive in bringing new insights and ideas to your PPC accounts.

Read more at PPCHero.com
PPC Hero


Could Another Digital Agency Easily Steal Your Clients?

December 5, 2018 No Comments

Explore a few ways to be proactive in bringing new insights and ideas to your PPC accounts.

Read more at PPCHero.com
PPC Hero


6 million users had installed third-party Twitter clients

August 20, 2018 No Comments

Twitter tried to downplay the impact deactivating its legacy APIs would have on its community and the third-party Twitter clients preferred by many power users by saying that “less than 1%” of Twitter developers were using these old APIs. Twitter is correct in its characterization of the size of this developer base, but it’s overlooking millions of third-party app users in the process. According to data from Sensor Tower, six million App Store and Google Play users installed the top five third-party Twitter clients between January 2014 and July 2018.

Over the past year, these top third-party apps were downloaded 500,000 times.

This data is largely free of reinstalls, the firm also said.

The top third-party Twitter apps users installed over the past three-and-a-half years have included: Twitterrific, Echofon, TweetCaster, Tweetbot and Ubersocial.

Of course, some portion of those users may have since switched to Twitter’s native app for iOS or Android, or they may run both a third-party app and Twitter’s own app in parallel.

Even if only some of these six million users remain, they represent a small, vocal and — in some cases, prominent — user base. It’s one that is very upset right now, too. And for a company that just posted a loss of one million users during its last earnings, it seems odd that Twitter would not figure out a way to accommodate this crowd, or even bring them on board its new API platform to make money from them.

Twitter, apparently, was weighing data and facts, not user sentiment and public perception, when it made this decision. But some things have more value than numbers on a spreadsheet. They are part of a company’s history and culture. Of course, Twitter has every right to blow all that up and move on, but that doesn’t make it the right decision.

To be fair, Twitter is not lying when it says this is a small group. The third-party user base is tiny compared with Twitter’s native app user base. During the same time that six million people were downloading third-party apps, the official Twitter app was installed a whopping 560 million times across iOS and Android. That puts the third-party apps’ share of installs at about 1.1 percent of the total.

That user base may have been shrinking over the years, too. During the past year, while the top third-party apps were installed half a million times, Twitter’s app was installed 117 million times. This made third-party apps’ share only about 0.4 percent of downloads, giving the official app a 99 percent market share.

But third-party app developers and the apps’ users are power users. Zealots, even. Evangelists.

Twitter itself credited them with pioneering “product features we all know and love,” like the mute option, pull-to-refresh and more. That means the apps’ continued existence brings more value to Twitter’s service than numbers alone can show.

Image credit: iMore

They are part of Twitter’s history. You can even credit one of the apps for Twitter’s logo! Initially, Twitter only had a typeset version of its name. Then Twitterrific came along and introduced a bird for its logo. Twitter soon followed.

Twitterrific was also the first to use the word “tweet,” which is now standard Twitter lingo. (The company used “twitter-ing.” Can you imagine?)

These third-party apps also play a role in retaining users who struggle with the new user experience Twitter has adopted — its algorithmic timeline. Instead, the apps offer a chronological view of tweets, as some continue to prefer.

Twitter’s decision to cripple these developers’ apps is shameful.

It shows a lack of respect for Twitter’s history, its power user base, its culture of innovation and its very own nature as a platform, not a destination.

P.S.:

twitterrific

Mobile – TechCrunch


6 million users had installed third-party Twitter clients

August 20, 2018 No Comments

Twitter tried to downplay the impact deactivating its legacy APIs would have on its community and the third-party Twitter clients preferred by many power users by saying that “less than 1%” of Twitter developers were using these old APIs. Twitter is correct in its characterization of the size of this developer base, but it’s overlooking millions of third-party app users in the process. According to data from Sensor Tower, six million App Store and Google Play users installed the top five third-party Twitter clients between January 2014 and July 2018.

Over the past year, these top third-party apps were downloaded 500,000 times.

This data is largely free of reinstalls, the firm also said.

The top third-party Twitter apps users installed over the past three-and-a-half years have included: Twitterrific, Echofon, TweetCaster, Tweetbot and Ubersocial.

Of course, some portion of those users may have since switched to Twitter’s native app for iOS or Android, or they may run both a third-party app and Twitter’s own app in parallel.

Even if only some of these six million users remain, they represent a small, vocal and — in some cases, prominent — user base. It’s one that is very upset right now, too. And for a company that just posted a loss of one million users during its last earnings, it seems odd that Twitter would not figure out a way to accommodate this crowd, or even bring them on board its new API platform to make money from them.

Twitter, apparently, was weighing data and facts, not user sentiment and public perception, when it made this decision. But some things have more value than numbers on a spreadsheet. They are part of a company’s history and culture. Of course, Twitter has every right to blow all that up and move on, but that doesn’t make it the right decision.

To be fair, Twitter is not lying when it says this is a small group. The third-party user base is tiny compared with Twitter’s native app user base. During the same time that six million people were downloading third-party apps, the official Twitter app was installed a whopping 560 million times across iOS and Android. That puts the third-party apps’ share of installs at about 1.1 percent of the total.

That user base may have been shrinking over the years, too. During the past year, while the top third-party apps were installed half a million times, Twitter’s app was installed 117 million times. This made third-party apps’ share only about 0.4 percent of downloads, giving the official app a 99 percent market share.

But third-party app developers and the apps’ users are power users. Zealots, even. Evangelists.

Twitter itself credited them with pioneering “product features we all know and love,” like the mute option, pull-to-refresh and more. That means the apps’ continued existence brings more value to Twitter’s service than numbers alone can show.

Image credit: iMore

They are part of Twitter’s history. You can even credit one of the apps for Twitter’s logo! Initially, Twitter only had a typeset version of its name. Then Twitterrific came along and introduced a bird for its logo. Twitter soon followed.

Twitterrific was also the first to use the word “tweet,” which is now standard Twitter lingo. (The company used “twitter-ing.” Can you imagine?)

These third-party apps also play a role in retaining users who struggle with the new user experience Twitter has adopted — its algorithmic timeline. Instead, the apps offer a chronological view of tweets, as some continue to prefer.

Twitter’s decision to cripple these developers’ apps is shameful.

It shows a lack of respect for Twitter’s history, its power user base, its culture of innovation and its very own nature as a platform, not a destination.

P.S.:

twitterrific

Mobile – TechCrunch


Expectations & Marketing Ideas for PPC Clients with Drift

August 7, 2018 No Comments

Interested in moving away from standard website lead gen forms to using Drift? Explore the expectations as well as a few marketing ideas!

Read more at PPCHero.com
PPC Hero


How We Used Ad Customizers to Decrease Our Client’s Cost-Per-Lead By 34%

August 5, 2018 No Comments

Explore how ad customizers were utilized to decrease a client’s CPL by 34%.

Read more at PPCHero.com
PPC Hero


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