WEBWISE
Five key Pay Per Click areas for 2013
A host of PPC updates are coming to a screen near you this year. But don’t panic! We’ve created a helpful guide to the five main areas we think that anyone working with Pay Per Click should be aware of this year. GARETH MORGAN, from Liberty Marketing, reports.
T 1. Mobile
his year is likely to be the year that more of us access the internet using a mobile device than via computers. If youʼre not harnessing the power of PPC for mobiles, youʼre missing out on an enormous market. We recommend testing out specific mobile campaigns and ensuring your site and landing pages work on mobile devices.
For those of you with ecommerce sites, you may find that people research with their mobile – then make the actual purchase later on a computer. Remember this when choosing keywords to put into your mobile campaigns, the keywords used at the start of a user journey may work better for you.
Check the Assisted Conversions data within Analytics to see if it is the case that your mobile PPC campaigns are influencing more online purchases.
2. Product Listing ads
Product Listing ads allow retailers to promote their products on Google Shopping, with each ad displaying the product price, image, business name and more to users.
Setting up a campaign is easy and can be done either directly from the Merchant Centre or by using your existing AdWords account.
Google will then automatically display your products which are most relevant to a particular search query.
3. Remarketing
Remarketing ads are adverts from a particular site which follow you about wherever you go online (so long as the websites you visit allow Google AdSense placements).
The beauty of this strategy is the customers being targeted are those who have already visited your site – suggesting existing interest. By spending money on prequalified
traffic it is possible for a Google Remarketing campaign to play an important part in improving overall ROI, as you get a second chance with visitors. Remarketing isnʼt just for attracting new business. We have run campaigns for clients in the financial services and training markets, where the adverts are used to remind people to complete the sign-up process or up-sell them to a different package.
In each case, we saw success and will be further testing out Remarketing campaigns this year.
4. Attribution modelling
An attribution model allows marketers to take a broader view of the journey a customer goes on before a sale or conversion is made. It gives credit to each ʻtouch pointʼ the user interacts with along the way, giving you much more insight and allowing you a better understanding of the bigger picture.
Analysing multiple touch points provides new insights into your campaign and a more accurate representation of the worth
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each marketing channel represents. 2012 saw attribution modelling go mainstream. Most industry events held talks on the subject and 2013 looks set to be the year all advertisers start taking it seriously.
The attribution modelling toolkit for Google Analytics Premium users will be filtered down to all basic level accounts this year, so stay updated.
5. Tag Manager Tracking Worried about how to implement the correct code or how long it will take to get through your IT development backlog? Googleʼs Tag Manager could be the tracking solution for you this year. Google Tag Manager allows optimisation tags to be changed without the need for your development team to go behind the scenes and start playing around with the site code. It uses a simple, intuitive interface so you can edit website tags. Increase the speed campaigns go live, reduce developer costs and identify errors before they occur.
Further information
For more information about how Liberty Marketing can help you in the ever changing online world, call 029 2076 6467 or alternatively send an email to the following address:
info@libertymarketing.co.uk
WEB DIRECTORY
Elms & Elms Ltd is an official distributor for Gildan Activewear, Fruit of the Loom, Regatta, and JHK. We specialise in giving excellent service and holding deep stock of the brands we offer. Register on our new website to get access
to stock levels and free delivery on any order over £100 (on-line orders only.)
www.elmsandelms.co.uk
| 44 | March 2013
For the very latest industry news, online access to the Printwear & Promotion Suppliers Directory and previous issues of P&P, as well as information on the annual Printwear and Promotion Exhibition. visit our website
www.printwearandpromotion.co.uk www.printwearandpromotion.co.uk
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