Bob Cavanaugh

Get Superior Web Site Traffic With PPC Campaign Management

Sep 082010

PPC campaign management is necessary to maximize return on marketing cost for Google AdWords and other PPC ads. PPC advertising directly determines web site traffic and your ability to convert leads. It is, thus, one of the most important items in your marketing budget. But it must be managed.

PPC campaigns based on keywords and keyword phrases must be attentively managed regularly and frequently. Setting up a campaign involves building a strategy, setting a budget and bidding on keywords, creating landing pages, creating the ad copy, keyword research and selection, geographic targeting, and analytics.

Once campaign setup is complete, the job of PPC campaign management begins. This include: monitoring of click-through activity and management of goals, scoring leads produced and managing the scores, daily tracking, weekly or monthly reporting, daily or weekly updates, improving ad copy, improving costs, revising ads, creating new ads, ongoing keyword research.

It is in PPC campaign management that your ad campaigns are evaluated, upgraded, improved, modified for better performance, shifted to attract a different market segment, and carefully analyzed against your competitors.

The vulnerability in PPC advertising is that if you place ads in the wrong places or you focus on the wrong keywords (or phrases). You could be spending a lot of money and getting the wrong people to your site. This is why PPC campaign management is important.

For example, if you are an attorney and you specialize in medical malpractice, advertising “Experts in International Business Law” probably will not draw the right people. Even if it should cost less (which is not likely), the traffic it would generate would leave your site as quickly as they arrive. With bad, or no, PPC campaign management you end up throwing money down a hole.

If, on the other hand, you win bids on “Tacos” or “Fajitas”, you would be more likely to get people who are ready for a Mexican meal. This is quality traffic — people who are highly likely to be interested in your products or services and to become sales leads when they arrive on your site. This is the aim.

PPC campaign management works to analyze daily changes in your competition, competitor marketing, changes in keyword selection for searches. PPC campaign management also tests and analyzes ads and responses, then edits and tests and analyzes again to find the right ad for each keyword in each market.

PPC campaign management also analyzes every part of what happens when someone clicks through to your website. Which landing page is most effective? Which part of the page generates the best rate of response? Do visitors follow the conversion process or do they drop out at some point? Why?

Good PPC campaign management monitors prospect activity, keyword usage, customer needs, competitor activity, pricing and ad effectiveness to market your website. It then aligns all web site pages to efficiently convert leads to sales.

Because it is so labor-intensive, because it requires so much research, PPC campaign management is often outsourced to campaign management companies with the experience and expertise in designing and managing effective and cost-efficient PPC campaigns.

If you are a small business owner or professional and want to learn more about lead generation, view the short video, “How Article Promotion Can Send 25,000 – 50,000 New Prospects to Your Site Each Month – For Free.”

How Lead Generation Software Can Save You Time And Money

Internet Marketing No Responses »

Sep 032010

Lead generation software defined

Lead generation software helps enterprises with activities related to getting, managing and closing sales with leads. With or without a sales force, it can save time and cost ordinarily associated with data management, analysis, and some sales and marketing activities.

Where to buy it

You can buy lead generation software several ways. Free software is available online. A number of companies make software that is either shipped or downloaded to your server. Some companies maintain your data on their server; you have online access to it. One company is now offering a Cloud version of its software for sales teams that gives you access from anywhere any time.

What to expect from it

The capabilities of different options will vary by manufacturer. The software should do the following:

– Generate leads from activity on your website.

– lead nurturing

– Facilitate demand generation management.

– Manage and track campaigns, including email.

– lead scoring

– Pre-formatted database

– Sales forecasting.

– analyze sales or marketing ROI

– Analytics to measure impact on revenue of campaigns and sales meetings.

Companies with both sales and customer service departments can share information for instant access to latest updates of prospect and customer information. Customized reporting is also available with some lead generation software.

What does it cost?

Functionality and manufacturer, as well as accessibility determine the cost, which ranges from free up to more than $4,000 per month. Shop around to decide what you need the software to do now and which options can expand or add on modules. The number of people who can use the software at once and the cost adding more users can also be important. Also check on good training and support.

What are the benefits of lead generation software?

Lead generation software manages data and reports activity. Good graphics tools are consistently used. Automated lead generation saves time and money for your company. The software makes important information available across the company. Instant calculation of lead conversion rates and ROI calculations safes time, also. Most of the lead generation software also assists with list segmentation and building landing pages that achieve higher conversion rates.

If you own a small business or professional and want to learn more about lead generation, view the free video, “How Article Promotion Can Send 25,000 New Prospects to Your Site Each Month – For Free.”

Five Tips For Online Lead Generation

Internet Marketing No Responses »

Sep 032010

Are you aware that online lead generation has changed dramatically in the last ten months? Today, leads are coming from phones, voice messaging, text messaging, and more. There are now many new ways to get leads for your website.

Here are five tips for online lead generation that have either emerged or gained importance during the last year or so. Some will require some research and training. But if these five tips have not yet been included in your online lead generation plan, they should be included soon.

1. Video. Video is the new essential. It is almost as important today as search in online lead generation. Video does not need to be professionally produced. It just needs to appeal to your market and be entertaining. When you make it, keep in mind that you want it to be visible on Facebook, your web site and on phones.

2. Social Media. Social media is an effective way to build a group of followers and get people talking about your business. Focus on the two or three that are most likely to reach your target audience. In addition to online lead generation, these are also a very effective way to build links back to your site. And now, live social media activity is being picked up in search results by at least one of the leading search engines.

3. PPC Sponsored Listings. Sponsored listings on the results pages of the search engines are regaining importance. With search now including all of the chatter on the social networks, it is becoming more difficult to attain top ten ranking in organic search. This might again be the best option for appearing on page 1, which is essential for online lead generation.

4. Optimize content. Search engines are constantly looking for fresh content. It needs to be promoted and shared in other ways on the web to help you with online lead generation. Articles should be submitted to targeted article directories; press releases should be distributed online and sent to local media. Anything you post anywhere online should be optimized and linked back to your site – especially your blog.

5. Using Automation. You can find a program or service that can automate almost everything you need to do for online lead generation. From PPC management to content production assistance, to pre-planned auto-responder programs – it is all out there. Don’t be afraid to try it after checking it out. It will save huge amounts of time.

Incorporating these five insights for online lead generation into your larger efforts will keep you on top of new developments and help you maximize your efforts.

If you own a small business or professional and want to learn more about lead generation, view the free video, “How Article Promotion Can Send 25,000 – 50,000 New Prospects to Your Site Every Month – For Free.”

Are These Essentials In Your Internet Marketing Plan?

Internet Marketing No Responses »

Aug 282010

If you are trying to sell something and you do not have an internet marketing plan, your business is toast. It is that simple. According to a recent study, 98% of people interviewed said they would research a purchase online before buying. If you are not attending to the internet marketing plan essentials, there is a very good chance that your ideal customers don’t even know you exist.

You might have a conventional or traditional marketing plan. But do not start patting yourself on the back. Without an internet marketing plan that covers all the bases, you might want to think about closing your doors.

Elements In Your Internet Marketing Plan

Search Engine Marketing – research the best keywords and optimize your website and other content for those keywords to have your site on the first page of search results. This simply cannot be overlooked in your plan.

Content Development and Marketing – People want information. You can answer questions, meet immediate needs, and show that you can provide additional help through your products and services.

Lead Generation and Management – Once you get the attention of your target market, you can consider them sales leads. The next step in your internet marketing plan must be to engage them enough to get permission to contact them again and provide the additional information that will help them move from sales lead to prospective customer. Then each person must be managed through the process and the sales cycle until the sale is made and the customer relationship can be maintained until the next client need can be met by your company.

Public Relations/Media Plan – Optimized press releases can boost the visibility of your company as much as anything else you do.

Blogging and Social Networking – These Web 2.0 tactics, which are absolutely critical in your internet marketing plan, help you demonstrate the relevance of your insights and your information, as well as your products and services. The amazing growth of social media has made it a vital sales tool.

Advertising – Have your ads in the right internet publications and on the most important websites.

Website Development – Your website should be your sales engine. This part of your internet plan demands the right site construction and information.

Email Marketing – Nobody can afford to overlook the most effective method of communicating with prospects and customers.

These are the parts of an internet marketing plan. Each of these plan components will need, time, and investment to make your company successful.

If you are a small business owner or professional and want more information about lead generation, view the short video, “How Article Promotion Can Send 25,000 Visitors to Your Site Every Month – For Free.”