Articles in The 'ROI' Tag


June 3 2009

Online Incentives Are a Necessity

by Marni Weinberg

It should come as no surprise that our struggling economy is a focal point for everyone. Almost all of my clients have expressed in one way or another how challenging their online business has become from many standpoints, specifically in terms of ROI. In an effort to combat these difficult times, advertising budgets are being stretched thin and cutbacks are occurring.
 
At the same time, much to our delight, Search Engine Marketing (SEM) continues to be one of the most cost effective and quickest ways for online retailers to get their message across. In fact, many clients have told me they have had to decrease (in some cases cease completely) their television, radio and print efforts, due to the increasingly high cost to advertise on these platforms. 
 
That being said, every click counts to retailers, while consumers want to get as much as they can for their hard earned money. I personally feel that when an incentive is offered, the result is two-fold. It shows compassion for consumers who are battling through this tough economic climate. It also makes prospective shoppers feel they are getting a bigger and better value and will be more apt to take out their credit card. So what are the best incentives to get prospective shoppers and qualified leads to your website? Here are just a few tips…

  1. Offer free shipping whenever possible. If free shipping is not an option, perhaps offer a shipping upgrade at no additional cost.
  2. Provide a free gift with purchase. This can be something small and relatively inexpensive. This is also a great branding opportunity for you. Examples: shirts, pens, notepads, etc. with your company name printed.
  3. Offer a discount; even 5 or 10%, as every little bit helps.
  4. Extend a customer loyalty discount for repeat customers, or a coupon code that provides a discount on a future purchases.
  5. Be sure to have competitive pricing. Online shoppers are smart and they will search around now more than ever before for the best deal. If your pricing is favorable, you will more than likely get the sale. If possible, offer a low price guarantee.
  6. Provide free samples with orders; shoppers love samples!
  7. Extend a free trial of your service.
  8. Give a free whitepaper and/or newsletter when searchers register on your site. This is a great way to build your database and remarket in the future.

I recommend testing any of the above tips and then track your progress to see which incentives work best for you and your business. Good luck!

May 18 2009

Tips to Maximize Dollars When Targeting a Budget

by Gerard Tollefsen

If you’ve ever managed a Pay-per-Click (PPC) campaign you probably ran into the situation where your campaigns were tracking to go over budget.  Google, for example, allows up to 20% increase in ad delivery on high traffic days for AdWords campaigns.  If you experience a few of these days during the early part of the month, you could be faced with making decisions on how to stretch out your ad delivery in the month’s final days.  Do you turn off your campaigns altogether and wait for the next month to start?  Do you only run the most profitable keywords; if so, what are they?  Do you change the ad delivery so your ads only run during the day or night, weekday or weekends?  A good way to determine which strategy is best is to analyze your Google Analytics (GA) data (assuming you have a GA account).

You can leverage the data captured in Google Analytics to identify your top producing keywords.  In addition, you can run specific reports in Google Analytics to identify what times of the day your PPC keywords convert the best.  Google Analytics can help you identify the optimum time to run your ads, the best mix of keywords for Return on Investment (ROI), and the geo-targeting areas to deliver those ads.

Next time you need to make decisions about your PPC campaign when targeting a budget, take advantage of the market intelligence Google Analytics can provide.  Here are three reports that can help you make smarter campaign decisions:

  1. In the Google Analytics main dashboard, click on Visitors Map Overlay to identify the local, state and or national areas to focus your campaign.  If your budget requires a more narrow focus, this report can help you geo-target your ads.
  2. In the Google Analytics main dashboard, click on Traffic Sources Google/cpc choose the Dimension “Keyword” to help identify your top producing keywords.  Whichever metric you feel is most representative of success (E-commerce, lead generation, site usage) can be sorted in descending order for a quick reference of your best keywords.
  3. In the Google Analytics main dashboard, click on Goals Total Conversions or Conversion Rate and at the top right of the main graph click on the Clock Icon to see the peak times your campaigns convert.

Once you have the business intelligence from these reports, you can make sharp decisions on which keywords to pause and which to keep running when you are up against a firm budget. In addition, you can focus your ad delivery to specific geo-target locations and dictate the times of day to run your ads.  These campaign changes can help maximize your advertising dollars when you need to find ways to stay within your monthly budget.

 

April 30 2008

The Keyword, the Click-Thru, and the Conversion Rate

by MoreVisibility

Here at MoreVisibility, we partner with many companies looking for us to manage their Pay per Click (PPC) campaigns. For some clients, they have never used the internet to market their business and rely on us to develop, create, and implement a PPC strategy. For other clients, they realize the scope of their internet marketing is growing and they contract MoreVisibility to manage their PPC programs because they want to focus on their core business practices or feel they need an experienced firm to take their marketing to the next level. For the latter, which have significant PPC experience one mistake many make is identifying their top keywords. A big reason for this misconception is the lack of analytics in their program and their assumption that the keyword with the highest click-thru rate is their best keyword, is often flawed.Read More

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