Posts Tagged ‘PPC’

Six examples of landing pages doing what they’re supposed to do

Friday, July 12th, 2013

Landing pages: they are the point at which you take anonymous visitors and convert them in to real known people with first names, last names and email addresses. They can be used for PPC campaigns, email marketing, social media marketing and SEO which is why digital marketers love them. However, a bad landing page does no one any favours. That’s why we’ve chosen six of our favourite landing pages and explained why we like each example so much.

Axis|SybronEndo

Benefit led landing page
What’s not to like about this landing page? At the bottom we have a bold graphic telling us how to access the free download, the banner image leaves us in no doubt about what the offer actually is and this is reinforced with the book cover image we see next to the form.

Curata

Quality look and feel with a clear form that is supported with image and text well.
While this landing page still has leaks (links taking people away from the landing page) such as the top navigation, the proposition is clear: you’re requesting a demo of Curata’s software. The form is a little long but this is presumably to keep time-wasters away as they won’t bother to fill it in. This landing page is light on copy but the endorsement from a customer is strong and really drives home the value of the software. (more…)

Is PPC part of the inbound marketing methodology?

Monday, June 10th, 2013

Pay-Per-Click isn’t inbound marketing, is it? In recent weeks there has been much discussion around what is and what is not inbound marketing. This discussion really took off when SEOmoz rebranded as Moz and Rand Fishkin laid out the difference between inbound marketing and interruption (outbound) marketing as he sees it. In this blog I would like to tackle a few of the talking points that came up as I watched the discussion unfold online.

How does Rand see it?

In this infographic Rand has laid out what he sees as being inbound vs interruption marketing. In the red corner we have interruption marketing which seeks to interrupt people and grab their attention as they go about their daily activities. We see outbound sales calls, TV & radio advertising, print ads, purchased email lists, banner ads, display ads, trade shows etc. In the blue corner we have inbound marketing which seeks to earn people’s attention “organically without interrupting anyone’s path.” This includes opt-in email lists, press & PR, blogging, content creation, public speaking, influencer outreach, pay-per-click advertising…

That’s right. PPC is inbound marketing.

Much of the discussion in recent weeks has centred on PPC and whether or not it is truly inbound marketing. After all, is inbound marketing not about producing high quality content that gets found in search and via social and speaks directly to your audience, convincing them to exchange details for premium content and then nurturing your newly found leads to a sales-ready point? Well, yes, it is. This doesn’t mean it is exclusively through owned media channels though.

You see, inbound marketing is a process and a methodology that hinges on getting your content in front of people to produce leads at the lowest possible cost. This doesn’t mean channels that have to be paid for should be ignored. Quite the opposite. If using PPC proves to be the cheapest way of getting your content in front of people who are searching for the keywords you are chasing, it makes perfect sense to do that.

It’s how you use it that counts

The argument about PPC not being a valid form of inbound marketing appears to depend on how the pay per click campaigns are delivered. If I target keywords such as “Britain’s Got Talent Live Tour” to send people to my Introduction to Inbound Marketing eBook, then we could rightly argue that I’m not earning people’s attention “organically without interrupting anyone’s path.” Quite the opposite, in fact, as they want pictures of Simon Cowell being egged rather than an eBook focused on generating new leads.

On the flip side, if someone searches for “inbound marketing for beginners” and I get their attention with my free eBook advert, I am merely paying to jump the queue within the search results; the user’s end goal of finding content they are looking for is still achieved and we still hit our goal of generating a new lead. So, as I see it, and as Martin MacdonaldLarry Kim and Rand Fishkin see it, PPC is a perfectly valid part of the inbound marketing mix. It just helps move things along a little quicker.

Paid media, owned media, earned media… it doesn’t matter media!

If we want to demonstrate that inbound marketing is an effective method for getting found, engaging visitors, converting leads and analysing results we have to ensure the method works for all businesses. SEO is a big part of the process but it often takes time to get the desired outcome; this is where PPC comes in. PPC needs to be used for some businesses because they don’t have the right infrastructure to be able to succeed through organic search results alone. Over time you would look to reduce this by developing an SEO strategy but in the short term, paying for those clicks will suffice.

Outcomes matter. Methods less.

What inbound marketers are actually looking for is leads and sales. In the world of converged media where users seek information online and don’t mind whether they find it through advertising, editorial or your own website so long as the content is relevant, PPC is just another way of getting your content in front of people. Once they’re in your database, it’s time to segment, target, personalise and automate… as is the inbound way. With all that said, I think there is a bigger question to ask around the phrase inbound marketing; I think inbound marketing will be ditched in the near future in place of the much simpler term of “marketing”.

Radical, it ain’t.

By Martin Broadhurst









Digital Trends #1: Digital Marketing Predictions 2013

Tuesday, December 4th, 2012

The holidays are approaching and you no doubt have your eye firmly on the prize of an extended Christmas break. There will be food, family, parties and hangovers but once the celebrations are over it will be back to work where you’ll be looking ahead with blurry eyes filled with booze-fuelled regret. In this post I hope to help demystify what challenges lie ahead for digital marketers and provide a small insight in to what awaits us in 2013…

FACEBOOK LAUNCH AN EXTERNAL AD NETWORK

A Facebook external ad platform will be a big hit for investors

A Facebook external ad platform will be a big hit for investors. (Image source: Flickr, OwenWBrown)

This one is almost certain to happen sooner rather than later as the disappointing stock price forces Facebook to find new revenue streams. Some analysts have forecast that by launching their own rival to Google’s AdSense platform, Facebook could double their revenue.

Given the recent changes made to Facebook’s data use policy, it would appear that this is a high priority for Facebook. If you don’t believe me, read what Erin Egan, Facebook’s chief privacy officer, told Forbes magazine in November.

“Everything you do and say on Facebook can be used to serve you ads. Our policy says that we can advertise services to you off of Facebook based on data we have on Facebook.” (more…)