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Many companies complain that PPC campaigns are “hit and miss.” They either work so well that companies happily keep spending money to run them, or they just don’t work at all, and advertisers swear never to use them again. There isn’t really any mystery as to why this discrepancy occurs: display ads are either planned and executed to optimize them – or they aren’t. The following tips will help you ensure that your PPC campaigns are set up for maximum profitability.

Link your Google Ads and Analytics accounts

A common mistake that companies make is forgetting to link their Google Ads account to their Google Analytics account. Linking the two helps you to track conversions, which, in turn, enables you to optimize your ads. A vital feedback loop forms, which maintains and increases the profitability of your ads.

Set a specific goal for each campaign

No two PPC campaigns should be alike. Some are meant to drive direct sales, others to generate leads, and others for brand awareness. Display ads should always be used with one specific goal in mind. If you set the goal, you can optimize your ads to suit their particular purpose and track their success more accurately.

Use the right audience targeting options

Aside from setting a goal for each ad, you must also ensure that it is targeted at the right section of your audience and for the right reasons. You may need to test these options to find out which one is the most appropriate. The options include remarketing, demographics, affinity, in-market and custom intent. Targeting your ad in the right way will ensure that you reach the right people and improve your campaigns’ success.

Make your ads mobile-friendly

Since so many people access online content via their mobile devices, it is vital that your ads are optimized to be viewed on cellphones and tablets. For this reason, you should be sure to create responsive ads – these are display ads that change their size and orientation based on the kind of device on which they are viewed. If you don’t use responsive ads and make them accessible only on laptops and desktops, you are excluding a large part of your audience, which will reduce your visits and conversions – and thus your profitability.

WSI New Media Marketing is a full-service digital marketing and search engine optimization company in Greensboro, North Carolina. Contact us for expert help with your PPC and SEO marketing campaigns.

There is little point in having an amazing website if nobody can find it on the web. Yes, you can spread the word to family and friends and potential clients, but there could literally be thousands of others that would be using or buying your products or services – if only they knew you existed. This is where digital marketing and online advertising can help you.

What are  Google Ads?

Google ads (previously Google Adwords) is a PPC (pay per click) online advertising platform developed by Google, that allows you to advertise on a SERP (search engine results page) by paying for specific keywords that are pertinent to your product or service. Every second, there are around 2.3 million searches performed on Google, and most of the search results pages include Google ads that are paid for by businesses.  Of course, you could also get your business to show up on a SERP organically through SEO, and then your business or service would probably show up a little bit below the paid Google ads – which isn’t too much of a problem. So are Google ads really worth it then?

Pros

• You can do location targeting and zero in on a specific area or niche
• PPC means you only pay when someone clicks on your website or landing page
• Easy to track ROI (return on investment) 
• You can start, stop or adjust your bid at any time giving your business great flexibility
• It allows you to advertise to thousands (if not millions) of people for a relatively low cost

Cons

• Google ads can be hard to navigate so it is easy to make mistakes
• Keyword pricing can be heavily influenced by the competition
• Will need a great website or landing page
• Ad campaigns need to be managed and adjusted to optimize results
• May take a while to see long-term benefits

Website or landing page specifications 

If you decide Google ads would be good for your business,  you don’t want to be giving Google your hard-earned cash for nothing. Since you will be sending more potential clients to your website, make sure your website or landing page is easy to navigate, not confusing in any way, and very importantly, actionable. Increased traffic to your website does not automatically mean more clients, so make sure your web page keeps them engaged and motivates your audience to take action.

For cutting-edge digital marketing services and solutions to take your business to new heights contact WSI New Media Marketing in Greensboro today.

Pay-per-click (PPC) advertising can be a potent digital marketing tool as long as you use it with clarity, intent, and to its fullest potential. However, this can be challenging at times because it is not an exact science. It can take a bit of trial and error to achieve a good return on investment. With some research and tinkering, you can reap excellent rewards – up to $2 in revenue for every $1 spent, according to Google. To fast-track this success, it is best to avoid these five common PPC mistakes.

1. Not paying attention to data

Before making any hard and fast decisions about how your campaign is doing, and which ads and keywords to target, carefully analyze all the available data. You may find that you are doing well overall, with plenty of clicks and conversions, and so you might decide to keep your current spread of ads as it is. However, parts of your campaign may be working well, while others are not working at all. One or two of your ads may be carrying your entire campaign. Analyzing the data allows you to shift your strategy and spending to maximize your results.

2. Not using negative keywords

Many marketers either forget, neglect, or choose to ignore negative keywords. This can be a big mistake. While it may seem counterintuitive to target keywords that are meant to keep people away from your website, it is actually one of the best ways to establish your niche and make sure that you attract only visitors who are most likely to become paying clients. You would be doing both yourself and internet users a favor by establishing these limits at the very beginning. Yes, negative keywords will lead to less traffic, but they will eliminate only the non-converting visitors and ensure that you get the right traffic.

3. Not using ad extensions

Ad extensions can increase your click-through-rate by 10-20% – and they don’t cost any extra – yet many people forget to include them in their campaigns. As extensions can increase your ad’s reach, they can provide better value for money, and they offer more ways to reach you while increasing your online visibility. They may include contact details, site links, invitations to download an app (if you have one) or testimonials from your customers, among other things. Be sure to include as many of them as you can.

4. Forgetting to bid on your own brand keywords

You should always run at least one campaign that is dedicated to your own brand keywords. The main advantages of doing so are that brand keywords are generally much cheaper, yield higher search scores and convert much better than generic keywords. By neglecting to set up brand keyword PPC campaigns, you miss out on opportunities to capture your market.

5. Targeting the wrong keywords 

Sub-optimum keyword selection is a mistake that many companies make in their search engine optimization (SEO) efforts. It can be particularly costly when it comes to PPC, as choosing the wrong keywords can result in either no hits at all or hits that don’t convert to sales, but which you still have to pay for. One of the best ways to target your PPC ads is with long-tail keywords. The main characteristic that distinguishes long-tail keywords from short-tail ones is that they usually consist of two or more words that resemble detailed queries. In contrast, short-tail keywords generally consist of single words or phrases without context. Using long-tail keywords will narrow your traffic considerably and help ensure that your PPC costs are worthwhile.

For an effective, error-free PPC campaign that gives you the highest possible ROI, it’s best to engage the services of a professional search engine optimization company. WSI New Media Marketing in Greensboro, a proud member of the global WSI family, is a digital marketing company with considerable experience and success in strategies such as SEO marketing, PPC, content marketing and more. Contact us for more information.

WSI Digital Marketing has recently launched new localized SEO and paid search engine marketing efforts for USA Vein Clinics, a nationwide network of state of the art facilities dedicated to the treatment of venous insufficiency. In each vein center, cardiovascular doctors specialize exclusively in problems with circulation and provide comprehensive evaluation and treatment plans utilizing the most modern equipment and an individual approach to each client. WSI is tasked with SEO for local clinic location as well as paid search in 4 major markets.

The most common offering is for varicose vein treatment, which can end the pain of varicose veins and reduce the risks of having them. Most insurance carriers cover the procedures, which are done by cardiovascular specialists and usually take under an hour with minimal recovery times. They treat all types of venous insufficiencies and offer EVLT treatment, sclerotherapy treatment, micro-phlebectomy treatment, as well as treatment for varicose veins, spider veins, and reticular veins. Symptoms are not always visible. Instead, people may suffer from tiredness, heaviness, swelling, aching pains, burning, itching, cramps, restless leg syndrome, and even non-healing ulcers. While some people develop varicose veins, the others have so-called “spider” veins, yet other ones have swollen legs as a single sign of vein disease. Eventually and regardless of the type of venous disorder, the condition can lead to serious complications, including trophic ulcers, bleeding, infection and even blood clot formation.

Some of the local clinic locations are:                                       

Varicose Vein Treatment in Chicago, Illinois
Varicose Vein Treatment in Seattle, Washington
Varicose Vein Treatment in Boston, Massachusetts
Varicose Vein Treatment in Los Angeles, California

USA Vein clinics can be found at www.usaveinclinics.com for more information.

WSI Digital Marketing is the largest organization of digital marketing consultants in the world, with offices in over 80 countries.

This post originally appeared here: http://www.onlinewsimarketing.com/usa-vein-clinics-selects-wsi-seoppc/

Paid search marketing is a cost-effective and scalable form of online marketing that connects your ads with searchers who are actively seeking the solution you provide. The most popular and well-known are pay-per-click, or PPC, campaigns, where you bid for ad placement and then pay a search engine like Google a small fee for each resulting click. While that may sound like you’ll be spending a lot of money, a well-designed campaign results in just the opposite. How? By creating ads that are so specifically designed that they reach only those potential customers who are searching for precisely the product or service you offer.

Paid Search Marketing Fundamentals

Online banner ads, together with traditional advertising like TV, print, and radio, are impression based, but PPC ads are performance based. In a perfect marketing world, all three work together to bring you the desired traffic you’re looking for. These ads all drive awareness, information, and sales leads, but PPC offers the closest point of sale. Paid search marketing can be a boon to your traffic and bottom line, but keep these three fundamentals in mind as you decide whether now’s the time to invest.

1. Keywords Matter. In paid search marketing, everything starts with keywords, and figuring out the right keywords to bid on will have an impact on how much you end up spending. When people use Google or another search engine, they type specific words or phrases into the search box to find what they’re looking for. The results, whether they’re paid ads or not, appear because they’ve been determined to be relevant to those words. If you want your ad to show up on the page, you need to bid on those keywords. There are many ways to find your optimum keywords, with keyword research tools and analytical data being the most helpful.
2. Relevant Ads Get Results. Bidding on the right keywords is just part of the PPC battle. You also need to create eye-catching ad content that is highly relevant to a potential lead’s search query. To score those clicks, you want ads that directly address the searcher’s problem and that lead him or her to the appropriate landing page on your site that offers the solution they need.  If you haven’t already, you’ll also want to learn more about Google’s expanded text ads.  ETAs now provide text ads now that are 2x bigger than previous text ads.
3. Reporting and Analytics Increase Your ROI. If you want the best results from your PPC campaigns, you must know what is and isn’t working. The goal is to figure out how to tweak your campaigns so that over time they become better at attracting your desired audience. Tracking data such as search queries, landing pages, location, and engagement tells you which ads and pages are working. Examining social shares helps you see which content resonates enough with users that they’re compelled to share it with others. Ad networks provide reports on views, click-throughs, and conversions. Once you have data in hand, you can make improvements that bolster ad performance and save you money.

Hubspot, has a great beginner’s guide that covers everything you need to know about paid search. Paid search marketing can be one of the most revenue-generating pieces of your marketing strategy. Just remember that it’s not about simply handing over money to Google to drive clicks to your website. Before making the investment, take the time to understand the type of consumer you’re trying to attract and how much you should pay for each click to draw them in. Take time also to make your content relevant and rich and make it easy for visitors to convert with few barriers and a great call to action.  Then be sure to pay careful attention to analytics – both bounces and conversions – to make any other changes that might be needed.