What’s in Your Digital Tool Box?

What’s in Your Digital Tool Box?

There are so many options for software and platforms, how do you know what to use, when to use it and is it worth the cost?

CT Marketing Team uses a variety of tools and software. What do you really on?

Free Tools – The engine UI’s offer great solutions to manage accounts without any cost. The largest down side of the UI’s is the limited ability to bulk upload changes. However, they offer Offline Editor programs that pick up the slack in this area.

Management Platforms – Marin? Kenshoo? Acquisio? Adobe Media Optimizer (AMO)? DoubleClick Search? We chose Acquisio. The reporting feature can’t be beat! Daily, Weekly & Monthly reporting can consume valuable time, that can be spent on optimizing campaigns. They offer automated bidding, which is also a time saver. We still rely manual decision making for bids, but love the ability to just review the suggestions.

Other Tools – We love using WordStream’s “PPC Work Week”! It provides a great snapshot of the account and highlights exactly what and where we need to focus our efforts on.

Last but not least, we use SEMrush for all competitor insights, Keyword Research and Ad Copy Research. This is a great tool for analyzing and monitoring all digital channel activity.

#CTMarketingSolutions #CTMSO #PPC #SEM #DigitalMarketing

Advertisements

e-Commerce and Amazon

E-Commerce Client: A Huge ROI in an Effort to Compete with Amazon

Background

Our client is an e-commerce brand that sought us out for help with search engine marketing, sponsored social content, and programmatic display ads.

The Challenge

Like many brands, the client was struggling to compete with Amazon.com, where customers received free 1- or 2-day shipping on millions of items. The team was finding that people were becoming loyal to the Amazon brand and not the specific product line.

To help, we endeavored to analyze the client’s business and profits, to determine if they could offer similar pricing with fast, free shipping.

The Solutions

Once we were sure that entering the e-commerce marketplace would be profitable and comparable, we turned to tools including specific messaging, Google shopping and audience targeting. The aim was to achieve targeted, efficient sales as opposed to high-level sales, with the idea that slow and steady growth in sales and efficiency would outperform a strategy of rapid sales growth.

The messaging included multiple value propositions of the company and brand, with less-detailed descriptions of the actual products. The aim was to capture users who have already made it down the search funnel and know what product they want, so that we could also grab their attention during the “where to buy from” step.

The client’s Google Shopping campaigns, meanwhile, were connected to highly-detailed data feeds. We used highly-strategic product titles, using the most important descriptive words from left to right. For example, one product was titled “Organic Anti-Aging Cream.” Each product description was keyword-heavy, while landing pages were content-heavy.

In terms of audience targeting, each product had its own niche, with a focus on demographics, interest and online behaviors.

The Results

As hoped, the results were slow and steady growth – but in impressive numbers. Our efforts helped to increase the client’s revenues by 56 percent, with an overall return on investment (ROI) of 123 percent.

Landing Page Relevancy

Landing Page Relevancy

The Importance of Landing Page Relevancy

Background 

Our client offers magazine subscriptions to an online audience. Before working with us, the client had a search engine marketing (SEM), pay-per-click (PPC) campaign in place in an effort to target consumers — but the campaign was not performing well and was resulting in little to no brand recognition.

The client’s non-brand campaign metrics were well below efficient industry standards. With low conversion rates for the broad-match keywords that made up the non-brand, there was significant room for improvement.

How We Helped

Based on research, we know that keywords including “Gardening Magazine,” “Diet Cooking Magazine” and “Car Magazine” were driving the most clicks to the client’s site — but when someone clicked through the ad, they were led to the client’s entire catalog of magazines, with no available search features or functionality.

Without some relevancy in the landing page, the client was losing sales because the customers were simply overwhelmed with all the magazines available.

To handle this issue, we designed a series of landing pages that were relevant to the top volume-driving keywords. It was a relatively simple job — but it made a huge difference for the client’s conversion rates.

The End Result

Before implementing the new landing pages, the client’s conversion rate — meaning the percentage of users who are clicking the ad and actually buying something — was .94 percent.

Following the change, the conversion rate jumped to 2.1 percent, representing a 123 percent increase in conversions.

With more functionality and landing pages that were tailored to the customer’s desires, the client was able to drive quality traffic to relevant pages, where they would find what they wanted and would purchase the magazines.

landing-page-opt

YOUR DIRECT RESPONSE MARKETING SOLUTION

YOUR DIRECT RESPONSE MARKETING SOLUTION

Search engine marketing is about appearing in the search results pages when the consumer is looking for you, your product or your service. Every search is an opportunity to raise your hand and gain consumer awareness. Whether they’re looking for your brand specifically, or a brand like yours, it pays to get there first.

  • Search engine marketing (SEM) is the most efficient channel for direct response advertising.
  • Search engine marketing (SEM) provides complete accountability for your adverting dollars.

Our Services

53316_addsaltmedia_logo_03

SILO STRUCTURE ON BRAND TERMS

SILO STRUCTURE ON BRAND TERMS

Client A: 122 Percent Better Click Through Rate

Client A was savvy to the use of search engine marketing and pay-per-click brand campaigns, but their knowledge wasn’t getting them the results they’d hoped. They’d been using the same strategies for about four years, and though the search terms they had targeted were winning in bidding auctions, it wasn’t resulting in the click through rates that brought in higher sales.

Client A needed a more targeted approach that would help them raise their brand campaign metrics and in turn boost sales.

How We Helped

Client A was already utilizing Broad, Phrase and Exact search match types to bring in new prospects. That was a good start, but they weren’t using a Silo Structure to maximize efficiency in the bidding process. Without a Silo Structure in place, Client A was essentially bidding against itself on the same keywords.

With our help, we created a Silo Structure that formed an ad group for each search match type — but also excluded the other match types for that ad group. For example, one match type was a search for the exact brand name — the “Brand Exact” match type. To make that search function successfully, we had to exclude the exact brand name from the other ad groups, including the Brand Phrase and the Brand Broad ad groups. That was done by adding a “Negative Match” field to each ad group, so that other keywords would be excluded from the search results.

All of this effort helped to refine Client A’s traffic and offer more quality impressions.

The End Result

After four years of stagnant metrics with brand search engine marketing, Client A now found some favorable new metrics. Client A’s click through rate before our work was a mere 8.33 percent; after the new approach, it was up to 18.49 percent. What’s more, the cost per click for Client A was $1.06 before; after our work it was $.70. The cost per action was vastly improved as well with a $30.36 CPA before, compared to $18.29 after the implementation.

In total, Client A’s click through rate went up by 122 percent, their cost per click went down 34 percent, and their cost per action went down by 40 percent — saving Client A big in its efforts toward search engine marketing.

Our Services

53316_addsaltmedia_logo_03