Quora can really be a great source of info--and we have to give credit where credit is due to this answer to the question, "What Are the Key Points for Beginners to Launch a Successful Advertising Campaign?" I'll reiterate the points here, because I really do agree with them:
As with most things in digital marketing—we see a significant range in performance. The same is true for click-to-call ads in Adwords. But the really critical component is to be able to lay a click-to-call campaign into a comparative, measurable framework that’s connected to real business results.
In most cases we see the natural CPC’s for mobile traffic starting off higher than desktop. And also for most of our clients the majority of their traffic is coming via mobile.While we’re always pumped about more traffic, it’s more high-converting traffic that we really want. So looking at conversion rates and cost-per-lead metrics as main KPI’s in our accounts has lead us to using negative mobile bid modifiers for certain clients in certain campaigns.
We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...
Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!
I'm sure we would have more clients if we just said yes to everyone--but that's just not me! Instead part of any new client relationship for me means really spending some time to understand if Adwords even could be a viable traffic source--given some basic assumptions--including that you can't win every baseball game by always hitting home runs. Or said another way, if everything has to go perfectly--well...it likely won't.
Your small business has countless choices to spend marketing dollars--it’s no surprise there are many questions about the best options. But just like the rest of life--the best way for one may not be so great for the next. And so it’s true with digital marketing acquisition as well.
We took over an Adwords account for a legal services company on 10.1.16. Client previously had no GA goal tracking set up, so first up--we set up three goals: 1.) Form fill, 2.) Phone call, 3.) Interact with live chat. Side note: Client was not using live chat before we signed them up, but we really drive hard that our PPC clients get into it. We always get good lead volume from chat. They also weren't using any call tracking and we fixed that right away as well!
SMS marketing isn't a new thing for us at CYS. A few years ago we started talking about this idea to "meet your clients where they're at". And the idea lead to significant changes in the way we advocated for websites to be set up and correspondingly, how we were setting up and measuring goals in Google Analytics. Meeting your clients where they're at in practice meant offering to communicate with them on their terms--when, where and how they wanted to talk.
Anyone who is serious about PPC is always looking for improvement, and the longer one has been at this practice the harder it may become to do so. A well optimized account is after all, well - ...optimized. Over the life of a campaign as growth begins to taper the most important thing to do is seek out those hidden gems, the unrealized opportunity that all the scripts, SKAGS, and scouring just couldn’t seem to tease out. At CYS we have realized these nuggets across many large accounts by opening up to the untapped potential of the bilingual and Spanish-speaking communities of the United States.
We don't do a ton of SEO here at CYS, but that's not because we don't know our way around. Quite the opposite in fact! Rather that our paid search clients on Adwords and Bing and our social advertising clients using Facebook Ads and Instagram Ads just keep us so busy we have to focus!
Auditing an Adwords account is a significant undertaking. No two account are exactly the same, just like no two businesses are identical. But there's still a process that we can work through to make sure all of our clients are taking full advantage of all the tools Adwords offers it's advertisers.
CYS is a big fan of Facebook ads. Over the past few years the platform has become exponentially more popular--and with that popularity has come significantly increased competition. In many cases increased competition has resulted in increased CPC’s and combined with Facebook’s announcement on June 26th, 2016 that it would change its News Feed to be more family and friend-centric--tools like AdEspresso go a long way to support our obligation to find what works for our clients and reach their audience.
The worst thing you can do with your client’s trust and your client’s money is to ‘set it and forget it”. For us at Claim Your Space we understand that the ride isn’t always a smooth one—but we absolutely pride ourselves on being able to quickly identify the source of a change in performance and identify root causes. Sometimes we’re looking for the cause so we can fix what’s broken. And other times we’re looking to isolate something in a complex marketing mix that’s standing out for high performance.