Today, standalone PPC management tools fail to enable a cohesive, relevant customer experience across all marketing touch-points. One way businesses are learning more about online marketing is through social media marketing training. Both search advertising isolation and standalone PPC management tools introduce the risk of sole reliance on last-click attribution. This outmoded attribution model refers to instances such as when a customer discovers a product via search advertising and supplies her email address while on the advertiser’s website. When she later receives a marketing email, she returns and makes a purchase. Standalone PPC management tools-blind to other channels-will attribute full credit for the sale to the search keyword, even though it should share credit with the email campaign.
Savvy marketers recognize the flaws in relying solely on last click attribution model. DHI-Communication’s research has found that prospective customers interact with online brands 5.5 times before a conversion takes place. These interactions may be via search advertising, a display ad at a third-party website, emails, and social media. Or they may not buy online at all, but in bricks-and-mortar stores or via a call center.
The limitations of standalone PPC management tools can also compromise marketers’ ability to cost-effectively retarget visitors. For example, a marketer may find that an expensive keyword is driving healthy traffic to his website, but not resulting in an acceptable number of high-margin conversions. If his PPC management tool is its own silo, he has no easy way to retarget these prospects via more cost effective and personalized campaigns, such as targeted emails or targeted display ads.
With integrated search engine marketing management and a premier Hubspot optimization platform that has visibility into the performance of multiple channels, you can track how natural, onsite, and original search queries perform in driving customer visits, behaviors and conversions on your web site. Such keywords are already proven winners for your business-the trick is to identify them and bid on them effectively.
Such proven keyword recommendations can be especially valuable in devising long-tail search terms typically less expensive than shorter generic terms-for instance, “10MP digital camera silver” rather than simply “digital camera.” Look to natural and onsite search keywords to enhance the reach of your search advertising program and avoid following unproven keyword recommendations that can potentially reduce your return on ad spend (ROAS).
– Together with bid levels-affect ad position, but how exactly the formulas work is not entirely known.
What was once fairly straightforward is now complex. Marketers need to decisively address these challenges or risk having their search advertising program become a victim of its own success. But many search advertising solutions and programs are ill-suited to adapt to these changes. For some advertisers, consistent ROAS has led to a false sense of security. For others, weaknesses in the organizational and technology infrastructures underpinning search advertising present barriers to continued growth.
If you are out to generate an increased number of leads and develop an increased online presence and exposure, you owe it to yourself and the financial future of your business to learn everything you can about integrating social network marketing strategies.
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