Ecommerce is Booming: How to Increase Your Slice of the Pie

Online shopping has become a part of life for all of us. In 2019, eCommerce sales worldwide hit a record £2.58 trillion. The global pandemic of 2020 means that the record is likely to be broken again this year.

With consumers doing more shopping online, your eCommerce store should be making more money, right? If you aren’t seeing the growth you were expecting this year, here are some top tactics to increase revenues for your eCommerce store through increasing average order value (AOV).

Why is AOV Important?

Average order value (AOV) is the average amount of money a customer spends on an order on your site. This is a simple metric to work out:

AOV = Total revenue/Number of checkouts

AOV is an important metric to keep track of on your eCommerce store. It is a direct indicator of what income is coming into your site. For example, you may see a significant drop in revenue if you start losing a few of your higher paying customers, but still, see good traffic and a high number of checkouts in your analytics.

Figuring out how to increase your average order value for your eCommerce site can help you start seeing greater revenues and higher ROIs on your ads and other marketing channels.

Typically it is easier to convince an existing customer to spend more money with your brand than it is to convert a new customer. As such, it can be a much more productive use of your time and money to focus your efforts on increasing AOV than reaching new customers.

 

How to Increase AOV for Your Ecommerce Store?

So, now we have covered why AOV should be one of the priority metrics to keep track of, let’s jump into how you can increase the AOV on your eCommerce site. Some top tactics for getting your customers to part with some more of their cash include:

Free Shipping

Free shipping is a great tactic to employ if you want to get your customers over an AOV threshold. For example, if your current AOV is £45, you can offer free shipping to all orders over £50.

It is a sneaky tactic that has been used by numerous eCommerce brands over the decade. Psychologically it works very well for customers already at the Intent or Purchase stage of the buying cycle.

“Free” generally implies to customers that there is no risk or downside. For example, on your site a customer may already have £45 worth of items in their checkout and shipping is normally £5. However, if they spend £5 more they get free shipping, they will then feel like they need to spend another £5 or they are not getting the full value of the £50 they are spending.

Express Shipping

Free shipping is a great tactic for some customers, however, offering paid expedited shipping is another. One of the advantages of eCommerce is convenience. You can shop from the comfort of your home. The drawback with this is that you have to wait for your items to be delivered.

Some of your customers may be those that can’t wait 3-5 days to have their package delivered. For example, if your customer needs something ASAP, and you do not offer expedited shipping, they may simply go to a brick and mortar location. For many people paying £5-£10 for next-day delivery is worth the time and money they save from having to go to an in-person location.

Give a Discount (for a Minimum Spend)

Offering a discount can seem counterintuitive when you are trying to boost revenues. However, it can be a persuasive tactic and boost AOV when you include it for a minimum spend.

For example, you may offer £5 off on orders over £70 and £10 off on orders over £100. This will often persuade customers that are almost at these order values to add another item to cart and push them over the threshold to redeem your discount.

Create Bundle Deals

Bundle deals are a great way to increase your average order value. Examples of bundle deals can be:

• Buy one get one 50% off
• Buy two get one free
• Buy two items and receive a free gift

Much like giving a discount, you may think this will be counterintuitive to your bottom line. However, if you are tactical it can be incredibly effective and profitable. For example, you will want to choose a free gift with a low value that will not affect profits too much. Or if you are creating bundles to buy two get one free you will need to price your products in a way that you can afford to cover the free product.

Cross-selling/Upselling

Cross-Selling or upselling is offering a customer another product that they might be interested in, along with the product they are looking at. For example, if you are a women’s fashion website, and a customer is looking at a dress, you may recommend a pair of shoes to go with that dress.

This is an easy tactic to implement on many eCommerce platforms. For example, Shopify and WooCommerce come with these features out of the box. If your website is built on these platforms and you are not already using the cross-selling feature, do that now.

Create a Loyalty Program

Reward your loyal customers and they will come back time and time again. Creating a loyalty program shows you value your customers and will increase their lifetime value. According to Loyalty Lion, a customer who joins your loyalty program is 47% more likely to make a second purchase than a customer who doesn’t.

Encourage repeat sales and build your brands fan base. Loyal customers who have already built trust with your brands will be more likely to spend more on purchases. They are also cheaper to advertise to and these things combined mean that for a lower investment you can start growing your AOV.

Excellent Customer Service

Having great customer service can make all the difference in getting customers to purchase more products.

Provide fully-staffed live chat support to answer any questions your customers may have about the items on your eCommerce store. According to Forrester, businesses that have this type of service on their site sell 10%-15% more than those who don’t.

You will see fewer abandoned carts as customers get immediate answers to questions. It’s also important to remember that for higher ticket items, customers need more information and more persuading before they hit the checkout button. By having a live chat option on your site you can gain a customer’s confidence and get them to click the Buy button.

Quantity Break Pricing

Quantity break pricing is a powerful marketing tactic to get your customers to buy more of the same product.

It works by giving a discount on a product the higher the quantity that the customer buys. For example, if you are a skincare company, on your eCommerce store, you may offer different volume bottles of your moisturiser. A 50ml bottle may cost £30 but a 200ml bottle may cost £70.

The price for the larger bottle seems a lot more reasonable and this increases the perceived value of this bottle. Therefore customers are more likely to make the larger purchase and this will in turn increase your AOV.

Tripwire Offer

A tripwire offer is a more complicated marketing strategy that will take more time and thought to set up. However, it often sees an excellent ROI.

The idea is to use social media or Google search ads, to sell a very cheap or free product. You will not make money on this product, at best you will recuperate your advertising costs. However, where you will make money is cross-selling other products from your eCommerce store.

Zeelool does this type of marketing impeccably. The low ticket item that they sell is glasses frames. They advertise this item on social media such as Facebook for a shockingly low price. As the customer is pushed through the cart, they are constantly upsold. An initial purchase that started at £15 may end up going into the 100’s of dollars as the lenses, insurance and accessories are added.

To Sum Up

Increasing the AOV of your eCommerce store should be a top priority. It can be one of the fastest and most effective ways to increase your profits as existing customers are easier to convert than new ones.

The above tactics are some of the top methods for increasing your AOV and many of them are quick and easy to implement. So get started and watch those profits come pouring in.

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An aspiring entrepreneur in today’s digital age has a wide selection of marketing channels to choose from. Marketing online is much easier now than before, with numerous ways for service providers to interact with their audiences.

Engaging with online audiences is the key to success, whether you’re providing digital or onsite services. It’s a practice that’s becoming more common to all sectors, from hospitality to home building industries. However, the digital platform that most businesses are investing in are social media networks. With its expansive cache of online users, the opportunity for growth is massive to any aspiring business owner.

The impact of social media platforms on businesses

Technology is a major component of how consumers interact with service providers. For this reason, many people are adapting to the economic landscape’s preference for online transactions. The convenience of using digital networks encourages marketing teams to prioritise digital ad placements on social media platforms.

Social media’s growth over the years has gone through numerous developments, from being a way to interact with social circles to connecting consumers and brands. Its transformation into an effective business model to promote free advertising to consumers is one of its many advantages to start-ups and small business owners.

The wonders of free advertising in social media platforms

Developing your brand’s online presence is one of the key factors to success, which is why it’s necessary to invest in your social media. It’s a cost-effective platform that allows you to divert traffic from your socials to your main website in various ways. One practical way to utilise your usage of social media is by creating social media posts with compelling calls-to-action. This can be present on any platform, from Facebook to Instagram.

Another method is to develop blog posts that you can post either on your socials or main website. Producing these content pieces improves your search engine rankings organically. Since the investment for online free advertising is low and rewards are high, many businesses can use these strategies without spending too much from their marketing budget. Although they can mitigate losses on your financing, that doesn’t mean they provide the best results.

The value of paid advertising in social media platforms

Free advertising through social media networks will always have its limitations, mainly due to your current follower base. If you have a low subscriber count, it’s unlikely that your posts will garner a considerable reach. For this reason, social media platforms provide opportunities for business owners to cover a wider market.

Paid advertising works similarly to Google advertising by hosting your ads on particular search queries. However, the advantage of using paid advertising on social media networks is its specific range for a user base. Unlike search engines that classify searches through keywords and geo-targeting, social media platforms have more layers of classification in filtering who can or can’t view your ads.

The categorisation of online users from age and gender to location, occupation and more makes social media networks the best place to reach a specific demographic. Using paid social media ads will increase your marketing entryways to your sales funnel. Additionally, it will develop brand awareness even without online viewers clicking on your ads. This is why having ad placements on social media is a win-win situation for your marketing efforts.

Conclusion

Like Google advertising, paid social media ads aren’t as expensive to maintain. It’s a feature that’s present in all social media networks like Facebook, Instagram, or Twitter, so you need to know which platform your target demographic uses the most. Besides finding the right network to host your ads, you should connect with a professional paid ads agency to handle your marketing campaigns. Doing so will ensure that you won’t be spending aimlessly by hiring professionals to oversee your marketing efforts’ management.

It’s best to hire professionals in the industry to assist you in your marketing efforts. 408 Media is a UK-based PPC agency that ensures a boost for business owners’ online presence. Contact us to receive a free website audit today! 

Your social media strategy encompasses all the executions you perform on the various channels that you have. Furthermore, it involves both your organic and paid social media strategies. Considering this, you will have to take a look at each of these two divisions to improve the whole—something we’ll discuss in a little while. 

Before moving on to that, let’s first review the difference between organic and paid efforts.

What’s the Difference Between Organic and Paid Social Media? 

Organic social media mainly focuses on three items: brand awareness, customer service, and community building. 

Your organic efforts include the executions that are meant to widen your reach and increase the number of users who see and engage with your content. These also include responding to customer questions left as comments on posts or sent as personal messages. Finally, they cover your strategies to educate, entertain and keep both prospects and existing customers engaged. 

On the other hand, paid social media focuses on turning the people your reach into leads and, ultimately, paying customers. This is done through paid advertising—your paid advertising strategies drive website traffic as well as form submissions and other types of conversions. 

While they operate in different ways, they have similarities and can certainly work together well. In reality, integrating organic and paid social media is a smart strategy you must employ to maximise your efforts and get better results. 

Here are three effective ways to successfully unite these two branches and, as a result, take your social media strategy to another level: 

Strive for Consistency in Messaging

Your organic and paid efforts go after different goals and operate in different spheres. However, this does not mean that you cannot align their messages.

Striving for consistency will enable you to send a message that your audience will surely remember. It also makes your campaigns more striking and unforgettable. 

With that said, remember that your copies do not need to be verbatim across your campaigns. Rather, make sure that the key messages support each other. 

 

Be Intentional With Your Channels

When unifying your organic and paid efforts, you need to be mindful of the channels you are tapping. Doing so will allow you to optimise your efforts, make your strategies more effective, and maximise results. 

The key here is to use your organic performance as your reference. Use the insights you get from analysing your organic efforts to determine where high-yielding paid opportunities are.

Launch Retargeting Campaigns 

Some prospects may not convert during your first ad targeting campaign—you should know that this is normal! Sometimes, it’s not that they aren’t interested in your product or service offering. Rather, it could be that they need more persuasion or that the timing isn’t right yet. 

Considering this, it’s a smart practice to regularly launch retargeting campaigns. This helps you stay top of mind for your prospects until they’re ready to make a purchase. 

Conclusion 

To truly turbocharge your social media strategy, it helps to stop looking at your organic and paid social media strategies as branches operating in a vacuum. While it is true that they serve different purposes and implement different methods, they can be made to work together. Following the three tips mentioned above is a great way to start integrating these two branches. With consistent effort, you’ll be able to achieve an overall social media strategy that is both cohesive and compelling in no time. 

408 Media is a social media marketing agency with years of marketing experience on social media platforms. We’re the right partner to help you create copies that convert and campaigns that bring you the results you want. Get in touch with us today to learn how we can help you!

At this point, you’re likely aware of lead generation. It’s one of the main priorities of any good digital marketing agency, and with good reason. Everyone is finally catching up to the real purpose of marketing and sales efforts. Your business gets profit quite easily from generating customers that convert into prospects, after all. That said, not everyone has gotten completely up to speed.

To begin, let’s define what a lead is in the first place. A lead is a person who has expressed an interest in the product or service you offer. They can come from any number of different sources: social media campaigns, your website, word of mouth and even an inquiry through the phone! They may show their interest by filling out a form on your website, or answering questions. You then reach out to them to sell your product or service. Personally generated leads can be qualified through questions that will make sure they are interested in your product or service.

Lead Generation

Now we can define lead generation. Simply put, it is getting new leads for your business. Develop a person’s interest in your product or service so much that they provide you with contact information. That is the very beginning of a process which leads a potential customer into becoming an actual customer, who will potentially avail of your product or service. It’s important to nurture leads generated, especially to not waste precious company funds. 

Cost-Effective

Though it may seem costly at first, in the long run, lead generation is actually cost-effective. Qualified leads are far more likely to translate into actual sales than those who are not qualified. When hiring a third-party lead generation company, make sure they will be qualifying the leads they sell you; many don’t, which leads to a waste of company resources. Investing in high-quality lead generation will give you a better chance of getting potential customers that are willing to make a purchase. Your business would not be able to get new customers or make sales without these vital leads.

Business Boost

Having a good lead generation strategy is critical for any business, no matter what product or service you are selling. Know your target market, because not having a clear picture of what type of people you need to attract for sales is not going to be productive. Lead generation is becoming more and more vital to businesses today, as it generates traffic to their websites which gives them a chance to convert leads into customers. 

Google has helped to streamline the connection of businesses to people, making sure that businesses can inform the world about how and why their product or service stands out from competitors. You can set your sights on a customer base that is actively looking for your product or service through a search engine. Taking the lead directly to your website highly increases the chances of them performing from your business in the first place.

Conclusion

It is very important to generate leads for your business as this is what increases organic customers and, in turn, generate sales. You can get assistance from a reliable online marketing agency, especially with your website. The more engaging it is, the more likely the lead is to turn into a customer. 

408 Media is a UK-based PPC agency. We look forward to helping you get more clients. Get in touch with us today and receive a free ads auditing!

Remarketing is a digital marketing tool that specifically caters to video, display, and social media remarketing. It’s the most commonly sought-after approach in the paid media landscape, and while it may seem straightforward, the process requires extreme patience, strategy, and implantation skills. 

You’ll need to pour thought and strategy into the re-engagement of previous site visitors, as your goal will be to bring them back to your pool of prospects for conversions. You’ll essentially be following people with ads throughout their web journeys, with the end goal of a site revisit and possible purchase. 

Although armed with the rudimentary, it’s paramount that you understand the other end of the spectrum—the pitfalls. Remarketing can be difficult to manage, and here are mistakes most brands keep making—and that you should be avoiding at all costs:

Mistake #1: Focusing on users who have already converted 

It’s easy to get lost in the flow of results, especially when your numbers are reflecting productivity. When it comes to remarketing, however, remember to be wary of wasting resources. It’s common to make the mistake of retargeting users already existing in your pool, as some platforms may not automatically exclude existing customers. 

As a result, unnecessary retargeted ads become displayed on their screens. Such ads should have been directed to users who have yet to convert, effectively pouring money down the drain. To make sure that you’re making the most of your budget, update your lists manually. 

Mistake #2: Failing to deliver the right advertisements 

When it comes to every digital marketing campaign, you’ll want to make sure that your ad is delivered to the right audience at the right time. More importantly, you’ll want your ads to be as compelling as possible, enough to capture their interest and visit your website. 

One common mistake is that brands constantly display unfamiliar products, under the impression and belief that new users should be presented with as many options as possible. Unfortunately, remarketing banks in the existing—in this context, your remarketed ads should display what’s already been viewed. In other words, your ads need to showcase products or services that they’re already interested in. 

Mistake #3: Improperly segmenting target audiences 

Digital marketing campaigns rely heavily on proper segmentation—this is crucial at the very beginning of a marketing plan, down to the nitty-gritty details of the creative brief and media spends. Remarketing is not an exception, but most brands and marketers fail to take segmentation into account during the process. As a result, most brands end up wasting resources. In worst-case scenarios, however, a reduction in ROI is possible. That said, make sure to segment your users according to your goals. You can take behaviour into account, which reflects on the pages they’ve interacted with, along with actions they made or didn’t make. You can also segment based on geography, age, and recency, depending on your goals and strategies. 

Getting Your Remarketing Campaigns Right

Digital marketing is a continuous process, one that entails the pursuit of improvement through countless adjustments. It requires daily and focused actions of strategy and forward-thinking—no matter what anyone says, there is no magic bullet to conversions and increasing ROI. 

Keep in mind that the best strategies begin with the customer in mind. You’ll want to make sure that you analyse all the messages they’ve seen and how they’ve interacted with your brand. Done well, remarketing will send your paid campaigns forward, driving quality conversions for years to come—just take these common mistakes into account. 

If you’re on the hunt for the best digital marketing agency, 408 Media is the place for you. We specialise in paid ads, remarketing, and ads auditing, so our talented team will make sure that you reach your goals. Allow us to help you gain the competitive advantage you deserve. Get a free audit—reach out to us today to learn more. 

Google has a new feature to roll out in the market soon, and it is expected to be huge. Responsive Search Ads is one of the most innovative features it introduced since the first release of Expanded Search Ads in 2016, and it is going to be life-changing for advertisers. This article will tell you the important information you need to know about this latest Google feature.

Responsive Search Ads: What Is It and What Makes it Different?

Responsive Search Ads is a search ad format by Google that is their biggest and most flexible one yet. It lets advertisers create multiple ad studies that adapt and show more relevant messages to audiences. 

Google, through the Responsive Search Ads, allows you to create and test different ad combinations. You can input up to 15 headlines and four descriptions, giving you more than 43 thousand possible combinations. Each of the multiple entries enables Google to adapt your ad’s content to match your target audience’s search terms. It also allows Google to monitor which among your thousand entries performs best. Over time, they will serve the best combination for each searcher, based on their browsing behaviour, browsing device, and the keywords they use. 

According to Google, Responsive Search Ads is expected to have a 5 to 15 per cent higher click-through rate (CTR) compared to traditional search ads. 

Creating the Responsible Search Ad

Creating this ad is simple, and it is similar to how you make expanded search ads, except that there are more headline and caption boxes. Here is a quick and easy guide: 

 

• Click the blue “+” icon and select “Responsive Search Ad”
• Input your ad’s Final URL or the landing page for the ad
• Customise the display URL, if you want
• Add up to 15 different headlines
• Add up to four different descriptions
• Optional: Add a tracking template by expanding the Ad URL options
• Click “Save New Ad” 

Your ad will be reviewed and go live once approved. As of this writing, this feature is still in beta mode, but expect it to be available to all advertisers in the latter part of this year. 

Important Note: A Responsive Search Ad needs to have at least three headlines and two descriptions at the minimum, but do not settle for this number. Target more for better results, but do not forget to make each entry unique and well-thought-out for better results.

How Will It Look Like?

If you expect to see all three headlines in one ad, it still depends on the screen you are viewing it on. While Google will try to use all of the data you provide, it will also adjust according to the screen in use. Therefore, if you are using a mobile phone with a smaller screen, you may see fewer components of the Responsive Search Ad. 

However, the minimum they will show is at least two headlines and one description, making it still the longest and largest search ad existing yet. Google will test headlines in different positions every time, but pinning a particular headline or description is also possible. 

Conclusion

Google Responsive Search Ad is an exciting new feature on Google, giving flexibility and options to marketers. With it, Google helps advertisers find the best combinations that will work and make their expenses worth it. Once the feature reaches your dashboard, remember to follow the best practices for better results. 

Are you looking for Google Ads specialists to help you make your advertisement efforts more strategic and viable? 408 Media is a Google Premier Partner agency that can help you improve your overall digital performance. Contact us today to learn more about our services. 

 

With billions of users logging onto their applications daily, Facebook continues to be a behemoth in the realm of social media and online connectivity. Nowadays, it has evolved into a platform for businesses to set up and thrive alongside connecting friends and family. On its own, Facebook has its own kind of search engine optimisation, and ultimately its own advertising platform. This platform has made it possible for businesses to extend their reach through social media marketing tools. 

When it comes to the entire picture, any professional digital marketing agency in 2020 is continuously looking for ways to improve clients’ growth in advertising and strategic placement. However, what many don’t consider is taking a more comprehensive range of tools available online to maximize the fields of advertising. Facebooks ads management is an incredible tool that works amazingly well on its own, and meshing it with PPC services can do even more for a business. 

Why Facebook Ads Management Is a Necessity

In general, social media reaches a larger audience due to the user base available at all times. Daily use of social media is at an all-time high, and these numbers continue to grow each month. The most significant part about the platform is that social media marketing brings plenty of opportunities to interact with an audience than company website visits. Facebook was founded to provide a platform for easy communication and interactions and has gone above and beyond since.

Secondly, Facebook ads can redirect people into your online store with better optimization for sales and conversions. More organic visits and increased retention rates often mean improved site SEO, so having a correctly set up social media account will hike up site SEO ratings. Facebook ads management acts as a catalyst for visibility that can successfully promote business website growth. 

Lastly, Facebook ads have unparalleled targeting mechanisms. With the ability to tie into a user’s account details, ads can find a specific demographic and promote products and services. Targeting the right audiences is explicitly an essential part of what makes advertising successful, and Facebook ads management has shown this to be their strength. 

Why PPC Advertising Is Ideal To Run Simultaneously

Those who run into a Facebook ad are unlikely to convert instantly due to many reasons, which is typical with all advertisements. Not everyone sees an instant need for things, which is true for all kinds of promotional strategies. However, when the need arises, there is a point where someone will get a lightbulb moment and say, “Hey, I’ve seen this on Facebook before!” At this point, they are probably struggling to find the ad, which has been lost due to Facebook’s algorithms. The next ideal step is that they take to Google and search for your brand. 

When they remember your brand name through the Facebook ad, searching it on Google and finding that it appears instantly means that you have earned yourself a lead or conversion. This reason is the primary reason why investing in PPC management is just as important as any other advertising campaign. Running PPC advertising in tandem with Facebook ads is a great way to land increased conversions over time, as social media gives them an idea that your brand exists. 

Conclusion

Advertising is challenging, but when a comprehensive strategy is in place, the returns on investments can be generous. In digital marketing, various agencies invest heavily in a variety of tools to boost visibility and create better rankings on search engines. These tools can add improvements to the overall business brand identity by investing in a set of social media marketing agency services due to these platforms’ massive user base. 

408 Media is a premium digital marketing agency in the UK that is results-driven and offers various services backed by gathered data. Improving conversion rates, building better campaigns, and overall developing top-tier strategies is part of the game plan at 408 Media. Contact us today for more information on the creative process we provide each client. 

 

Your branding is a powerful tool that lets you attract your target audience and make your product and services instantly recognisable. To help the public perceive a certain way about your brand, you must regularly perform a brand audit. 

What Is a Brand Audit?

A brand audit is a process of evaluating your brand’s position in the marketplace and the way everyone perceives it. It aims to determine your strengths and weaknesses, make your brand more memorable, sharpen your image, and help you stand out from your competitors.

Why Do I Have to Perform a Brand Audit?

The way your target market views your brand impacts your competitiveness. It’s what makes you distinguishable from other businesses. 

While the perception of your brand isn’t always associated with the quality or benefits of your products and services, building a favourable image helps you be known as a trustworthy brand. It also influences the way people interact with your brand, which shapes your success.

Performing a brand audit lets you find out how your audience sees you. If you get negative opinions and discover negative press surrounding your brand, you can find ways to make sure public perception about you improves.

What Are the Elements of Brand Perception?

Everything your business does affects your brand perception, from your products and services to your logo and customer service. However, the major elements that make up your brand are the quality of what you offer, the price of your goods and services, and the value you give your customers. These elements also include your reputation, your personality or voice, the visual elements you use, your marketing stance, your target audience, and your company culture.

Aside from those, the heart of your audience’s perception is the familiarity of your target audience with your brand. It’s the reason why the way everyone views you in a specific way can be difficult to maintain, form, and change. Therefore, you must avoid having negative interactions with your customers and prospects, particularly through customer support.

How Do I Improve How Others Perceive My Brand?

The first step you have to take to improve how the public views your brand is to perform a brand audit. First, find out what perception your brand currently has. You can do this by working with a digital marketing agency that specialises in a brand audit. 

This step involves measuring multiple metrics, which lets you get a more accurate idea of what your audience thinks and says about your brand. Some aspects you have to pay attention to are your website traffic, customer and product surveys, blog comments, product and company reviews, net promoter score (NPS), and sentiment analysis on social media.

Meanwhile, if you need to conduct market research, you can reach out to our PPC agency. It involves competitor analysis and trend research.

Conclusion

Brand audits let you find out how your brand is perceived and helps you create strategies to influence public perception. Performing it with a reliable digital marketing team helps you have a more credible image and improves your chances of making a mark in your industry.

On the other hand, if you’re looking for a social media marketing agency, partner with us at 408 Media. We specialise in remarketing, paid social, and paid search. Get a free ads audit today!

Depending on how long you’ve been running pay-per-click (PPC) advertising campaigns, things can get hairy when trying to work with a new Search Engine Marketing (SEM) provider. For people just starting, PPC management is relatively straightforward: build the campaign, test it, and optimise. 

The story is entirely different if you already have a significant history of PPC advertising and want to figure out why expected click-through rates or conversions are dipping. To make the process easier, some providers will advise you to scrap everything and begin with a clean slate. 

To be fair, this is one perfectly valid option. However, you can still use your existing history to educate yourself on what exactly is causing your PPC campaign performance to fall. To guide you toward a better strategy, here are three areas to look into when doing a PPC audit:

• Account Structures 

The first place to review is the overall structure of the account. Inspect the campaigns, ad groups, and keywords and ensure a logical reason for their use in the campaigns. 

Test-based campaigns and image or video-based campaigns should be split out. This is because expected click-through rates and conversion rates will vary between two types, making auditing difficult if they blend into a single campaign. 

It’s also a good idea to check why some campaigns were separated between different products, geographies, and other variables. Good reasons for splitting campaigns include using topics to focus on different audiences or prioritising one over the other due to limited allocation. What you don’t want to see are your PPC campaigns being split for no reason!

• Conversions 

The success of the whole campaign rests on one thing: conversions. Low conversion rates mean that something critical is preventing your customers from following through on your desired action. 

Conversion tracking allows you to make adjustments on the fly. These adjustments are based on how your PPC campaign works in real-time. 

In most cases, Google Adwords is more than enough as a tracking tool for websites. Regardless of the particulars, you should ensure that a conversion tracking software has been installed since day one of your PPC campaign. Without it, you’d have to rely on guesswork and website visitors, both of which are wildly inaccurate methods of measuring success. 

• Keyword Performance 

Once you have checked the viability of the account structure and ascertained that a useful conversion tracker is in place, it’s time to check keywords. Inspect which keywords are driving the most leads and which particular ones are not performing well. Ensure that the best-performing leads are being used more in PPC campaigns to optimise results. 

Next, look into the Quality Score (QS). Your QS measures your ad’s performance against a predetermined set of standards of what a PPC ad should look like. Low QS keywords can lead to inflated bid prices and can reduce their impression share. 

It’s also a good idea to look at expensive keywords and whether the conversion rates that they result with make sense, particularly in relation to the cost. Sometimes, it’s necessary to stop targeting a high-performing keyword just because it’s too expensive to continue targeting. 

Conclusion 

Doing a PPC audit to unravel why you’re not hitting your PPC goals can be challenging. It can even feel like finding a needle in a haystack! That being said, the operative word here is challenging, not impossible. If you do it systematically, you should pinpoint which elements you can tweak to improve your PPC performance. 

Are you looking for professional help to help your PPC campaigns? 408 Media is a digital marketing agency based in the United Kingdom. We provide over 15 years of experience in PPC management, with a zero-risk guarantee and a 30-day cancellation policy. Contact us today to learn more!

Attracting users to your website can improve your sales and conversion rate. However, there are many factors and distractions that can lead them to exit your page without taking your desired action. Fortunately, you can bring back the visitors who have shown interest and are willing to engage with your website through remarketing.

This tried-and-tested method uses ads that are directed to your previous website visitors on Google, other websites, or Facebook. They remind them of the products they added to their cart without checking out or the time they spent on your page browsing your store.

Here are some benefits you can enjoy when you work with a digital marketing agency and add a remarketing ad strategy to your marketing efforts:

1. You can boost your brand recognition and awareness

Remarketing allows your target audience to see your ads on Facebook or Google searches over and over. As time passes, they are more likely to remember your brand. By being able to recall your company name and becoming a brand that first comes to the minds of your target market, you have an increased chance of making a sale.

If you need help from a remarketing agency, feel free to reach out to us. We can help you market to customers who have already interacted with your business and improve your chances of increasing your conversion rate. Furthermore, we use specialist third-party technologies to expand the platforms your remarketing Ads are targeted to and provide you with detailed reporting to break down results from your remarketing campaigns.

2. You will convert more leads into actual purchases

A lot of effort and resources go toward attracting users to your website. However, you should never overlook remarketing. This will help remind your potential customers of the time they spent browsing your goods.

These leads are those who have already checked your website, looked at your products or services, or even gone as far as adding your items to their shopping cart. They are going to be the easiest leads to convert, so make sure to prioritize them to your advertising campaigns.

3. You can cut down costs

You don’t have to flood the entire search engine with display ads to reach as many people as possible. Doing this is inefficient and burns a hole in your pocket. A better way is to use remarketing to target those who have visited your website in the first place. They are more likely to make a purchase while offering you a greater chance of boosting your sales.

Remarketing is an excellent investment. It is effective and efficient, and best of all, it does not break the bank.

Conclusion

When browsing through your website, your visitors can get distracted by emails, phone calls, Instagram notifications, and more. Because of this, they may end up leaving your site without calling you or making a purchase. By adding remarketing to your marketing efforts, you can turn your leads into sales successfully and let you attain your desired results.

Convert your first-time visitors into leads and sales by teaming up with our PPC agency. Request a free audit today!