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4 Significant Benefits of PPC for Small Business

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4 Significant Benefits of PPC for Small Business


In today’s world of intense online competition where only the strongest survive, companies of all sizes must use the right tools to get an advantage over their competitors and reach new heights. That being said, small online businesses must be smart with their advertising and marketing. They need to be visible if they wish to attract customers and buyers. This is where PPC advertising can help.

PPC is short for pay-per-click and an advertising model developed specifically for the internet. This internet advertising method is mostly used to direct traffic to websites that have ads. These ads are placed there by an advertiser who then pays the site owner every time their ad is clicked. In a nutshell, PPC is defined as the amount spent just to get an ad clicked.

When used properly, PPC can be a great marketing strategy to attract more visitors to the websites of small businesses and generate more sales.

Targeted Audience

eCommerce has turned out to be a global phenomenon as it’s growing at a rapid pace in almost every country. Countries like China, the United States, and Canada are among the ten largest eCommerce markets in the world, reaching new milestones year after year.

For instance, Canada is one of the largest online markets in the Americas, with over 33 million internet users, and digital audiences are projected to increase to 35 million online users by 2023, reaching almost 90 percent of the Canadian total population.

Small business owners can greatly benefit from PPC advertising as it is an effective tool that will show up when a person searches for the keyword that your business bid on and won. You’re able to control when and where your ads appear which gives you improved targeting ability based on who you want to reach. This can help you aptly set up your campaign and maximize your exposure to the most potential buyers.

If you want to take your sales to a whole new level but don’t know how to go about it, use the services of a reputable PPC agency to help you achieve this. If, for instance, you’re a Canadian living in the Toronto area, contact a professional PPC management Toronto-based agency whose experts will create a PPC campaign for continual improvement. A professional agency will help you move forward and stimulate growth.

Flexible Budget Options

Small businesses spend around 1 percent of their revenues on advertising. If your business doesn’t generate significant revenue in the beginning stages of your operation, your advertising budget is probably very small. This forces you to think about ways in which you can maximize your budget spending and can achieve the very best results.

With a strong PPC campaign, you’re the one who decides how much you pay-per-click. This makes advertising an option for all small businesses regardless of their PPC budget. You can also feel free to set a spending limit on the campaign which will help you stick to the projected budget and give you more control over the ad spending. By using analytics and checking your ROI, you can decide if you want to spend more on your PPC ads.

Increased Brand Awareness

PPC advertising is a great way to increase your brand’s visibility to your audience. When your audience needs your products or services, your brand appears at the top of search results.

Never underestimate the power of repetition and visibility. Seeing your brand, logo, or content will affect people either consciously or unconsciously, even if they do not click on the ad. How you might wonder. Well, the next time they need products or services from your industry, you’re more likely to be the first brand to cross their mind.

No Need for Organic SEO

Over 3.5 billion searches are performed daily on Google with an average of 40,000 queries per second. Regardless of your niche, someone out there is searching for the product or service you offer on Google Shopping. But if you’re not at the top of the search results, you may never be discovered.
 
PPC strategies for small businesses can guarantee you a spot at the top of the results even if your site’s organic SEO doesn’t place you there. This is particularly important if you’re part of a competitive niche. Make sure not to ignore your site’s SEO but try to combine SEO and PPC to improve your ranking more efficiently.

Final Words

When you understand the PPC benefits, you’ll realize that it is a fail-safe strategy for your small business. It is a cost-efficient option that keeps your budget healthy, gives you control, helps you reach your target audience fast, and allows your small business to scale up.



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ActionIQ rebrands and launches CX Hub

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ActionIQ rebrands and launches CX Hub


Enterprise customer data platform ActionIQ has announced the launch of a new product, CX Hub. The company has also rebranded as AIQ. The CX Hub is designed as a set of modules offering self-service access to customer data, allowing users to build audiences and orchestrate experiences at scale.

After eight years of growth as a CDP serving B2C, media and other sectors, the changes represent a “new approach to our product and brand,” said CEO and co-founder Tasso Argyros in a release. The modular framework will ingest data from any source, integrate with any activation channel, and also allow components to be used with a third-party CDP.

The modules. CX Hub is comprised of four solutions:

  • Customer data platform.
  • Audience center.
  • Journey management.
  • Real-time CX.

The Hub is also designed to be accessible to business users with a friendly UI and extensive automation capabilities.


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Why we care. This is a significant development in the CDP space — a space that has been transforming rapidly, with many of the early established CDPs being acquired and ingested by more extensive suites such as digital experience platforms.

ActionIQ, one of the leading B2C CDPs, is now describing itself as “the leading CX solution.” It seems to be future-proofing itself by extending its capabilities across orchestration and execution channels, not by acquiring or building those solutions, but by seeking to provide modular integration between its (or a third-party’s) customer data management tool and orchestration and execution channels.

Sometimes we wonder how many independent, traditional CDPs will be left standing a year from now.

Read next: Deep changes in the CDP space


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update


Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.



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Are you still using spreadsheets to manage your work? Take our poll

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Are you still using spreadsheets to manage your work? Take our poll


Earlier this year, revenue orchestration platform LeanData released a report suggesting that lead management remains a “heavily manual” process. Based on a survey of more than 1,700 sales, marketing and operations professionals, the results showed that, despite all the talk of digital transformation, the number two challenge for revenue teams was too many manual processes and not enough automation (the number one challenge was insufficient pipeline).

LeanData, which partnered with Sales Hacker, Outreach and Heinz Marketing in conducting the survey, is interested in that result, of course, because lead management is precisely the process they offer to automate. We were struck by the contrast with Scott Brinker’s recent statement that we are arriving at a post-digital-transformation era: “(C)ompanies are no longer planning to become ‘digital.’ They are digital.”

And then we got the results of our 2022 MarTech Career and Salary Survey. Among the surprising nuggets to be mined from our findings was that 77% of respondents identify spreadsheets as the tool they spend most time (10 or more hours a week) working with. That doesn’t mean that spreadsheets are a marketer’s most important tool, but it does suggest that manual processes remain a key part of daily life for marketing managers and staff.

We wanted to extend the opportunity to all our readers — B2B, B2C, agencies — to give us a reality check on spreadsheet use. MarTech is marketing, we like to say, and certainly today’s marketing is fundamentally data-driven and digital. But is it too soon to say that marketers are working in a digital and largely automated environment?

Download the 2022 MarTech Career and Salary Survey here


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About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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