Talk to your Clients When writing test ads keep you r focus on the clients’ needs and how your product beneficial to them. When writing about benefits it leads to a significant lift in CTR. User Motivation Using the search terms report in your search campaigns can provide insight into what clients are searching for. For example “how to” queries means the clients are looking for instructions and “near me” indicates that the client is more likely to buy. As such new ad groups should be created with ads showing the user motivation. Problem solving Your text ads should be created in a way that solve existing problems. With this, providing solutions will make your clients more willing to take immediate action. Meaning, you have an interested audience at the moment of purchase decision. Relevance Ad copy should reflect what stage of the client’s buying cycle is in. different ad copies should be written that follow the AIDA (Awareness Interest Desire and Action) stages. This ensures that there is a higher CTR.
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When you think of Myanmar, you may not think of digital marketing. But the country is quickly going online. In fact, Myanmar has more than 39 million internet users, up from two million in 2014. Combine that with the country’s emerging tourism industry and you have a market bursting with opportunities for travel companies.
One such entrepreneur who capitalized on this growth is Mike Than Tun Win, the founder of Flymya.com. Win says he founded the company because it was a hassle for his business partners and friends to plan trips to Myanmar. Over the past year, Win, and digital marketing consultant Melissa Lim, grew the business from nothing to a $1.5 million revenue business. Lim breaks down the company’s digital marketing tactics over the year and shares some tips for would-be travel entrepreneurs and marketers. 1-3 Months: Investing In Google AdWords & Flight Search Widgets In the initial three months of the campaign, the company invested US$8,000 in Google AdWords each month. The team started by researching the most popular keywords related to Myanmar domestic flight tickets using Google Trends. Next, the team discovered the most popular destinations in Myanmar by asking their airline partners. They then ran ads for those keywords. Finally, they came up with a list of 20 keywords and matched it to the data online to see if it had high search volumes. It was also crucial for the team to see from the traveler’s point of view. So instead of searching for “myanmar flight booking,” their target audience might Google: “best places to travel in myanmar.” Results from the Google AdWords campaigns: 85% of the company’s sales were generated from online traffic from paid search Web traffic jumped from 700 to 23,000 unique visitors over the first three months During this time, the team also created flight search widgets on news websites like Myanmar Business Today. Results from the flight search widgets: 700 website visits from the widgets 80 corporate booking inquires Revenue generated during this period: US$500,000 revenue 4-6 Months: Creating The Company’s Facebook Page And Ads Flymya.com social media post (Melissa Lim) Flymya.com social media post (Melissa Lim) Flymya.com social media post (Melissa Lim) During this period, the team kickstarted the company's social media presence by creating a company Facebook page and running ads on the network with a US$1,500 monthly budget. Some of their most engaging Facebook posts garnered over 1,000 shares and likes. To grow the company's followers, the team ran giveaway contests including domestic flight tickets and tour packages to followers. Results from the Facebook page and ads: Facebook followers grew to 100,000 Website visitors from social grew from 3,000 in Q1 to 15,000 visitors in Q2 Overall web traffic climbed to 39,000 unique visitors during the period Additional revenue generated during the period: US$200,000 7-9 months: Building Up The Content Marketing & SEO Machine To supplement the company’s AdWords activities and drive more traffic, the team started blogging about Myanmar Traveler Tips and Destination Info related to Myanmar. Results from content marketing & SEO: 60% of the company’s targeted keywords appeared on the first page of Google Organic search grew from 1,335 in Q2 to 2392 in Q3 Website traffic skyrocketed to 61,800 unique visitors during the period Additional revenue generated during the period: US$200,000 10-12 Months: Engaging Popular Travel Bloggers Now that the company had its search and social activities in motion, it was time to engage influential travel bloggers like South East Asia Backpacker. After reaching out to the owners of the site, the bloggers wrote informative articles about Myanmar and included a link to Flymya’s website. Results from influencer marketing: 1,200 visits in referral traffic from engaging South East Asia Backpacker Web traffic grew to 72,000 unique visitors during the period During this period, the team also secured coverage in one of Asia’s most popular tech media: Tech in Asia, which drove 500 visitors to the company’s website. Additional revenue generated during the period: US$600,000 After one year of a well-balanced digital marketing drive, the company generated $1.5 million in revenue and over 195,800 website visitors. The total annual digital marketing budget? $100,000. Original Source https://www.forbes.com/sites/joeescobedo/2017/04/10/how-this-myanmar-travel-company-went-from-0-to-1-5m-revenue-in-a-year/#cb541c0328d2 If you do have IF enabled, you can now use custom messaging to target your ad copy based on certain conditions! Keep in mind however that not all variables are accessible to PPC-IF-enthusiasts. Currently the only campaign options available are device and audience. IF Campaign: Devices Launching campaigns with IF functions based on device allows marketers to write one ad for a desktop user and a different ad for a mobile user. Going back to the fundamentals of mobile-friendly, users who are getting information from a small-format screen have different needs and will react better to ads catering to the mobile format. Google provides further context on exactly how PPC marketers can make use of the IF function based on device: You can see in the example above that the IF function was set up to offer mobile users “Free Shipping On Mobile Orders” while the same ad shown to desktop users simply gives the classic “Buy Now” CTA. Being able to adjust ad messaging for a mobile device user is particularly helpful for any business that derives high value from phone calls or location information. For example, marketers can now easily target mobile users looking for business hours, reviews or even directions while they’re out and about. The IF function also allows PPC marketers to cater messaging to different audience lists in their account. To make use of the IF function for audiences, marketers first have to have audience groups or lists defined. Audience groups completely depend on the individual needs and characteristics of a business, but commonly these groups could be built off of how recently users visited your website (recency data) or even users who abandoned their shopping cart, like in the example from Google below: Using the Audience variable in the IF function, PPC marketers can strategically offer greater discounts. Rather than go broke offering blanket discounts to everyone, or organizing feed-based discounts, the IF function allows you to easily target cart abandoners only for example. Even more, a business could present a first-time-buyer-discount only to people who aren’t on a customer list already or mention free shipping on orders over $X to a list of cart abandons that were in excess of that amount or very close. Of course these are only a few examples and we’re all anxious to see how others use the IF function to get greater campaign results in the coming months. |
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