Blog Post
A Complete Guide To PPC Marketing
11 February 2022
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Peter Jones
A Complete Guide To PPC Marketing
If you're looking for a cost-effective way to reach a large number of potential customers, PPC advertising may be the perfect solution for you. PPC, or pay-per-click advertising, is a type of online advertising that allows businesses to target users who have visited their website before. This type of marketing can be a great way to get your business in front of potential customers, as long as you target the right people and create effective ads. Through PPC, businesses can place ads on websites and within search engine results pages.
When a user clicks on one of these ads, the business pays the publisher (or host) of the website or search engine results page a pre-determined amount of money. This makes PPC an extremely efficient and cost-effective way to reach new customers. PPC is one of the most efficient and effective ways to reach new customers and can be a major contributor to increased website traffic and revenue.
By targeting the right consumers, PPC can help your business achieve its marketing and sales goals. PPC is an effective way to generate leads and sales because you only pay when someone clicks on your ad. In addition, PPC campaigns can be customised to target specific demographics, making them a highly effective way to reach your target audience. Thanks to recent advancements in technology, PPC is now more affordable than ever before.
PPC platforms
The most popular platforms used for PPC advertising are:
- Google ads
- Bing ads
- Youtube
- Facebook ads
- LinkedIn, are
How paid searches work on various search engines?
- When you perform a search on a search engine, the results that are displayed are based on a variety of factors, including your personal history and the sites you have visited in the past. Paid search is a form of online advertising that allows businesses to bid for ad placement on search engine results pages (SERPs). When a user enters a keyword or phrase into a search engine, the paid results are displayed above the organic results.
- Paid search ads are typically text-based and appear next to the unpaid search results. Businesses can use PPC advertising to target users who have already expressed an interest in their product or service by using keywords related to their business. Paid search campaigns can be managed through an online advertising platform, such as Google AdWords or Bing Ads.
- However, one of the most important factors that determine which results are shown is how advertisers have bid for those keywords. By bidding on specific keywords, businesses can control how much they spend on each click and receive real-time.
PPC related terms to know
Knowing the meaning of some common advertising terms that are related to PPC can help increase your knowledge base of PPC, and can also help your next PPC campaign can be more successful.
CPC:
CPC or Cost-Per-Click is the price you pay when someone clicks on an ad bid for a keyword. This can be tracked and measured using Google AdWords or Bing Ads depending upon your preference within those platforms, but knowing how much each user costs will help with targeting them more specifically so that their demographics match up well against potential customers who might want something specific from yours!
CTR:
The Click-Through Rate is a measure of how many people who see your advertisement will engage with it. The higher this number, the better chance you have at capturing customer attention and turning them into loyal clients for life.
CPA:
Cost Per Acquisition is the amount spent in a campaign to acquire a conversion. It's important for marketers and advertisers alike, as it can help with strategic planning when looking at how much you are spending on ads or marketing in general versus what kind of results they're getting back from their investment.
Conversion rate:
The conversion rate is an important measure to assess the success of your digital advertising campaign. It tells you how many people who clicked on one ad took action, which can help you measure if, and how much your campaign is working.
Managing a PPC campaign
In order to make sure your campaign is as effective as possible, you need to be constantly tweaking and adjusting it. Here are some tips for managing your PPC campaign effectively.
- Bidding keywords:
When you're setting up a paid search campaign, choosing the right keywords is essential for success. By using them in your bids, you can ensure that the search engine pays attention and ranks higher for those searches - which means more traffic!
However, it can be difficult to determine which keywords are the best ones to target. It is important to use keywords that are directly related and will help people find your content. It can be tempting to go after the most popular keywords, but sometimes they're too competitive and expensive to bid on.
You can find the perfect keywords for your campaigns by using one of the countless keyword research tools on the market. - Filter:
Negative keywords are usually found on your page and can be used to reduce traffic. Filtering these negative words will help you find more people who might want what's being offered by the site owner, which in turn could result in higher conversion rates for them. - Target:
To make sure your campaigns are as successful and thriving for the long-term, you need to find your target audience.
You can target your audience by a particular geographical location. You know that your product has a high value in this region, so you have to place ads for the people here who might want it!
You can target your audience based on the type of device they predominantly use.
You can target your ads specifically to mobile and tablet users, or desktop/laptop ones.
By using the demographic-based technique, you can target users based on their characteristics, qualities, and socio-economic background. This is a great way to reach out specifically with advertising messages that will resonate most deeply with them. - Reporting:
The best way to manage your ad campaign is by creating reports. This includes everything from CTR, CPC, and every detail about the ad campaign. It helps provide you with more information on how well or poorly they're performing so that any problems can be fixed quickly. - Budget:
Creating a budget for your PPC campaign is an important step in ensuring that you are getting the most out of your advertising funds. When creating your budget, it is important to take into account factors such as your average daily budget, how long you would like your campaign to run, and the keywords you are targeting. - Retargeting:
Retargeting is a powerful advertising strategy that helps you reach out to potential customers with messages tailored just for them. It’s an excellent way of getting people back on your site after they've visited but left without purchasing anything. It's a way to ensure that potential customers aren't forgotten about after leaving the site and it can be very effective in driving traffic back to your page.
PPC marketing is the best way to improve your business. It can help you drive more traffic and leads, increase conversion rates, grow overall revenue, and create a positive ROI for your company.
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To create a successful brand, you need to identify its Unique Selling Point (USP). A Unique Selling Point, also known as a Unique Selling Proposition, is a feature or attribute of a product or service that differentiates your company from the competition and makes it stand out in the market. Here are a few well-known USP examples: "When it definitely, positively must be there overnight," - FedEx ( source ) “We’re number two. We try harder” - Avis ( source ) “A diamond is forever,” - DeBeers ( source ) “You get fresh, hot pizza delivered to your door in 30 minutes or less or it’s free.” - Domino’s Pizza ( source ) “The milk chocolate melts in your mouth, not in your hand,” - M&Ms ( source ) "Bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete." - Nike ( source ) "Refresh the world. Make a difference," - Coca-Cola ( source ) "The platform commerce is built on," - Shopify ( source ) "Empowering the world to design," - Canva ( source ) To find your USP, you'll need to ask yourself some tough questions and do some research. Here are a few tips to get you started on identifying your unique selling points. 1. Find out what makes you a unique To find your USP, you need to first understand what makes you unique. First and foremost, begin by asking yourself more questions like what do you offer that nobody else does? What makes you think that you're better than everyone else? Once you've identified your key strengths, you can begin to craft a marketing message that highlights these qualities in your marketing and advertising materials. Make sure it is prominently displayed on your website or in any other type of advertising medium. Also, don't be hesitant to show your strength in marketing. People are more inclined to choose you over the competition if they are aware of what makes your brand special. 2. Think from your customer perspective If you want to create a truly successful brand, you need to think from your customer's point of view as well. After all, your customers are the people who ultimately determine whether or not your product or service is a success. By taking on the perspective of your customers, you can identify specific needs and desires that you can then target with your product offerings. For example, if your customer wants you to work on your quality, you should work on your quality to attract them even more. By thinking from your customer's perspective, you can find a unique selling point for your brand and create products or services that resonate with consumers. 3. Competitor analysis There is no doubt that conducting a thorough competitor analysis is essential when it comes to finding a unique selling point for your brand. This is because competitor analysis allows you to carefully evaluate the strengths and weaknesses of the competition, identifying areas where you can set yourself apart and stand out in the market. It might involve developing innovative products or services, providing superior customer care, or leveraging cutting-edge technology that your competitors have not yet adopted. Ultimately, a deep understanding of your competitors will enable you to capitalise on their weaknesses and carve out a position as a leader in your industry. 4. Re-look your brand and services Even if you try your hardest, things don't always go your way, and you lose to your competitors every time. That indicates it's not your fault; instead, it's time to reconsider your brand and offering. The re-evaluation of your brand and service reveals the precise reason for your failure and provides you with a second chance to turn your failure into a huge success. So, the easiest way to uncover your unique selling point is to constantly re-examine your brand and offering. Every business has a USP, whether they realise it or not. If you want to find yours, then you should seek assistance from a professional branding agency like Kangaroo UK. Kangaroo UK can help you find your unique selling point and craft a marketing strategy that will make the most of it. We understand what makes a brand successful and can help you identify your key strengths. At Kangaroo UK, we pride ourselves on being your one-stop-shop for all things SEO and Amazon marketing. We have the experience and expertise to help you grow your business online, regardless of what industry you’re in. Don’t miss out on the opportunity to set yourself apart from the competition – contact us today .
Have you ever wondered why certain brands have become so popular? It's not only because of their catchy slogans or clever marketing tactics. It's also because of their colours. The colours that a firm uses in its branding can have a significant impact on its business. According to research, up to 85% of consumers say colour is the most important component in deciding which product to choose, and 92% believe the visual appeal is the most convincing marketing factor overall ( source ). They help create a visual identity for a company and can be used to communicate a wide range of messages. Choosing the right colour for your brand is critical. Let’s explore why: Make a lasting impression When it comes to branding and marketing, colour plays a crucial role in making a good first impression. Colour can influence not only how people perceive your brand - but also how they feel about it. That is why large corporations and well-known brands use striking colours to entice their target audiences, and it has worked. For example, Coca-Cola's red and McDonald's golden tint will be remembered forever. As a result, you should select a colour that leaves a lasting impression on your target audience Stand out among the competition Colour branding can help your company stand out from the crowd. It's also a huge plus if your competitors don't utilise any branding colours at all. For example, while marketing your brand across several media, you choose eye-catching colours. Your competition, on the other hand, did not utilise any brand colours in their marketing. That means you've already won because eye-catching colours are more likely to attract buyers than plain colours. They will distinguish your brand from the competition and offer it a distinct identity. Boost your confidence The colours you choose for your branding can give your company a huge boost in confidence. If colour branding can provide you with the best impression and make you stand out from the crowd, your audience will naturally gravitate toward your brand. It gives you greater confidence and motivates you to work more on your marketing. It evokes different emotions There is a vast spectrum of colours that inspire a wide range of emotions, as well as create a different point of view among the audience. The colour red often evokes energy and excitement, The blue colour is often evoked as more calming and trustworthy. Pink is associated with romance, softness, and playfulness. Yellow colour is associated with happiness, optimism, and intelligence. Green is evoking growth, abundance, and nature. The purple colour creates opulence, royalty, and luxury. White colour is often associated with purity, virtue, and simplicity. But before selecting a colour for your brand, you should be clear with your brand essence. That essence prompts you to choose the appropriate colour that matches your emotion and impresses your intended audience. Consumers love this colour branding Consumers are more likely to love your branding when you use colour effectively to communicate your message and create an emotional connection. They are pursuing a colourful brand rather than a plain one. Studies show that 60 - 90 per cent of people's initial impressions are based solely on colour ( source ). So, don't hesitate to use eye-catching and emotional connect colours on your brand. The right colours for your branding can have a significant impact on how customers perceive your company and products. That’s why it’s important to partner with an experienced branding agency like Kangaroo UK that can help you choose the perfect shades for your business. We offer a range of services that will ensure your brand looks its best and stands out from the competition. With our expertise, you can be sure that your target audience will take notice of your business – and what it has to offer. We also specialise in Amazon marketing ( take a look at our beginner's guide to Amazon marketing services ). Contact us today to learn more about our branding services and get started on creating a successful colour strategy for your company!
A company's logo is one of the most important branding tools that it has. A logo is more than just a graphical mark; it is the embodiment of your brand. To create a successful logo, it is important to consider the company's target audience and what qualities the logo should represent. Additionally, a professional designer should be hired to create the logo, as they will have the expertise necessary to produce a high-quality design that will reflect positively on the company. Because it's what customers see first and memorably represents your company. A recent study found that Consumers recognise brands by their logos in 75% of cases ( source ). If you're considering rebranding your company or designing a new logo, you should know why your logo is an important marketing tool for your brand. Here are a few reasons that justify why the logo is the best marketing tool ever 1.Creates the best first impression A good logo is one of the most important tools in your branding arsenal because it creates an instant first impression and, ideally, a lasting best impression. It's the public face of your company that appears on your website, letterhead, business cards, social media accounts, and marketing materials. And it should communicate what your company does and represent the values that are important to you. A strong logo can help you attract new customers and keep existing ones coming back. According to a recent study, the first good brand impression will be created within 90 seconds because of its logo. It can also increase the perceived value of your products or services (source ). With so much riding on your logo, it is important to put thought and care into its design. When done right, your logo can be a powerful asset in building a successful brand. 2. Visually represents your brand Your logo is the visual representation of everything your company stands for. It's the first thing people see when they come across your brand, and it's what they'll remember long after they've forgotten your company name. That's why it's so important to make sure that your logo is well-designed and that it accurately reflects your brand identity. If your logo is poorly designed, it will reflect poorly on your brand and make it difficult for people to remember you. On the other hand, if your logo is strong and memorable, it will help people to quickly identify your brand and recall your company name. 3. It will work across all platforms A well-designed logo can help you to build instant recognition for your business, and it will work across all platforms, from your website to your social media accounts to printed marketing materials and product packaging. When designing your logo, it is important to keep elements such as colour and typography in mind. The colours you use should reflect the values of your brand, and the typography should be easily legible. Furthermore, your logo should be scalable, so that it can be used in a variety of different contexts. With a well-designed logo, you can ensure that your brand will be seen and remembered by customers for years to come because 70% of consumers believe that brands with CEOs that are active on social media are better connected to them. ( source ). As a result, it will work on all social media sites. 4. Makes your brand standalone from the competition Your logo should be unique and immediately recognisable, and it should convey the core values of your brand. In addition to appearing on your website and marketing materials, your logo should also be featured prominently on any physical products or packaging you produce. By ensuring that your logo is highly visible, you can help to ensure that your brand is top-of-mind for potential customers. The 'look and feel of a logo can decide the brand's possibility of success,' according to up to 75% of respondents (source ). With a strong and distinctive logo, you can give your brand the competitive edge it needs to succeed. 5. It builds trust with potential customers A well-designed logo helps to build trust with potential customers and conveys a sense of professionalism and competence. But more than that, a logo also needs to be versatile and adaptable. And perhaps most importantly, a logo must be memorable. After all, if potential customers can’t remember your brand name, they’re not likely to do business with you. One source showed that 85% of customers said they would stick with a firm whose logo and brand they appreciate( source ). By investing in a high-quality logo design, you can ensure that your brand will make a lasting impression on potential customers and it can play a vital role in building brand awareness and helping your business to achieve its long-term goals. A well-designed logo is more than just an image or a pretty picture. It’s the identity of your brand and it can take your business to the next level. That’s why it’s so important to partner with a professional branding service like Kangaroo UK that will help you create a logo that represents your company in the best way possible. We have years of experience in creating stunning logos and providing valuable assistance throughout the branding process. We help in crafting successful brand identities and marketing plans, and we’re always up-to-date on the latest techniques. We also have a wide range of experience in SEO and PPC consulting, as well as Amazon marketing, so no matter what kind of brand you’re trying to build, we can assist you. Let us help you create a memorable and lasting impression with your target audience! Contact us today.