3 Tips on Becoming a Pay-Per-Click Expert

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Online advertising is one of those industries that is always taking heat for one reason or another. Some of it is just the nature of advertising, some of it has to do with expectations of the future of internet usage. However, online advertising has been, is and will almost definitely continue to be an integral part of every brand’s advertising stack.

Specifically, pay per click is not going anywhere, which means that every marketing and advertising professional knows that part of their recipe for success (and promotion) is building up their skills in online advertising and becoming a PPC expert.

I’ve used PPC to generate hundreds of thousands of dollars for my own businesses, and so can you. I’m not some kind of guru, wizard or prodigy. In fact, when I launched my first campaign I made a ton of mistakes, lost boatloads of money and almost put my company in bankruptcy.

But I eventually got over the hill and am now an expert in using PPC. It’s a tough journey to become a pro, but the ROI is well worth the struggle. Here are the top three tips for mastering PPC, increasing your brand’s revenue and engagement and being recognized as an expert.

1. Learn the platforms.

The first step to becoming a PPC expert is to become familiar with the major platforms. Until you know how to use the tools, you won’t know what’s possible.

The two pillars of PPC are Google AdWords and Bing Ads. The two systems are similar and both Adwords and Bing Ads offer certifications for their programs. While studying isn’t always the most fun, it is as usual the best way to get ahead in this industry.

Once you’ve learned about what’s available to everyone, consider what platforms would work especially well in your industry. For example, if you work in ecommerce, fashion, home decor or other visually appealing industries, consider looking into Pinterest’s Buyable Pins, which allows users to purchase your products directly from the social media platform.

Remember to pace yourself as you learn — these platforms will be the tools you use to build your campaigns, so you should be comfortable enough with each to factor in each one’s strengths and weaknesses for various uses.

Continue reading “3 Tips on Becoming a Pay-Per-Click Expert”

3 Ways to Use Snapchat for Marketing

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One of the golden rules of marketing is that the first companies to hop on a new platform usually see the biggest returns on their investment.

Back in the 1990s, it was normal to have email open rates over 90 percent. Back when AdWords first started, it was easy to get highly competitive keywords for rock bottom prices. When Facebook first let marketers run ads, the cost per lead was much lower than it is today.

As platforms become more established, they also end up costing more. That’s why the best marketers usually take advantage of new platforms before everybody else.

Today, Snapchat is one of those early-stage platforms, but it’s already incredibly popular. In fact, Snapchat users viewed over 7 billion videos every day in early 2016. They now have over 150 million daily active users, which is more than Twitter.

Related: Report: Snapchat’s 23-Year-Old CEO Said No to $3 Billion From Facebook

But, some marketers are afraid to experiment with new platforms because they don’t know how it will fit into their overall marketing mix — what can you actually use Snapchat for? Engagement? Sales? What’s the real benefit of sending people Snapchat messages as opposed to messages through other platforms?

It can be confusing, especially when you’re starting out. Something to keep in mind is that a typical marketing funnel is broken down into three main stages:

  1. Awareness. Prospects learn about your business and what you have to offer.
  2. Interest. Prospects from the first phase take the first step toward becoming a customer by signing up for a webinar or company emails.
  3. Evaluation. Prospects from phase two take the final jump to buy from you, often as the result of a sales call or an email drip campaign.

Snapchat is strongest during the second stage, when you’re engaging your prospects and trying to create interest. In fact, research shows that Snapchat gets nearly a 4x higher engagement rate compared to similar platforms like Instagram. Through Snapchat, you can deliver valuable content to your audience to let them see a different side of your business — one that might not be as visible through another channel.

Here are three ways marketers can use Snapchat to grow their businesses:

1. Offer promo codes.

Brands have had success using promo codes on Snapchat because of how high the engagement rate is.

For example, check out this case study from Grubhub to see how it created a Snapchat story to send a promo code to its audience.

2. Launch products.

Continue reading “3 Ways to Use Snapchat for Marketing”