Traditional models of advertising may still have their place, but businesses no longer need to rely on a chance encounter to promote their products to customers. This is thanks to remarketing.
Remarketing is the digital practice of targeting your advertising towards people that have already visited your site but didn’t purchase anything. Targeting internet users in this way, guarantees that they are at least interested in the product your company offers. The great trick of remarketing is reminding users of their interest, because it greatly increases the chances of converting this interest into a purchase.
Put simply, remarketing is awesome.
If you combine the principles of remarketing with a PPC campaign, it gets even better.
PPC is a form of internet marketing. PPC advertising uses keywords that people type into search engines, such as Google or YouTube. If a business claims a word with PPC advertising, every time someone searches that word, their ad will show up on top of the list. In return for this, the business pays a small fee each time the advertisement is clicked – i.e. they pay-per-click (PPC).
Hopefully, you’ll be beginning to see how the principles of remarketing with a PPC model can take a business’s advertising to another level. But here’s a step-by-step to walk you through the basics:
Someone searches for something, they choose to visit your site, they leave without purchasing, they search again a day later, your site is at the top of the pile, they re-visit, they buy, your business gets a new customer, hooray – it’s as simple as that.
‘It can’t be that simple’, ‘you’ll spend more on PPC than you make back’, ‘you can’t guarantee a conversion’: these are all excuses from businesses that haven’t tried PPC remarketing, or from those who haven’t done it properly. Terrier has conducted multiple remarketing PPC campaigns, all of which, have been successful. (For our tips on cracking PPC campaigning, check out our blog here.)
PPC remarketing is so effective because you aren’t having to prove that your business is good. If someone has already visited your site, you can guarantee that they’re interested in what you have to offer. Therefore, they are more already more likely to become your customer than somebody else’s. PPC remarketing just gives them an encouragement to become a customer.
In the huge digital market of today, you need tactics like this to keep your business at the forefront of the customer’s mind.
Whatever sector you work in, you will want your website and brand to attract potential customers and clients away from your competitors and towards your own business. Looking at their web presence is a great way to ensure that they are not leaving you behind and can help you identify areas where you are doing well, and where you’re possibly behind.
Here are five great tools for spying on your competition:
Google Keyword Planner
Google Keyword Planner is one of the most widely used tools in a marketer’s arsenal and one whose functionality in monitoring competition means it cannot be left form this list.
Google Keyword Planner will allow you to check how many people are searching for various terms related to your business. Think: A fruit snack brand looking into how many people are searching for ‘Healthy snacks UK’.
This will give you valuable insight into popular searched terms that your competition is not using which you could use. It will also allow you to identify the key words which you are willing to compete with your rival businesses for.
Majestic is a powerful tool for monitoring the number of backlinks which lead to a website. In general, the more backlinks you have leading to your page, the higher you will appear on search engine results (but, as always, there are other factors at play!)
Majestic offers a free search, but a paid subscription is available if you want to examine more data. The free option gives you a very good overview though. Simply copy your competitor’s website’s URL into the search bar, and you will be given the number of backlinks currently leading to their site.
Having an idea of your competitor’s link profile will allow you to identify whether you need to work on link building to attract more traffic to your page. It also gives you a list of links you should try and copy, does it get any easier?
If you want to dive deeper down the rabbit hole, SEMrush may be for you. As well as supplying backlink data, SEMrush will give you an insight into the traffic going to your competitors site and the organic keywords which lead visitors there.
All you will need to do is paste their URL into the search bar and SEMrush will return the results. It will allow you ten free searches before requiring you to pay so, if you are not interested in using it long-term, use your free searches wisely!
SEMrush is an immensely powerful tool. By identifying the keywords that produce traffic on your competitor’s site, you can optimise your site to appear on searches of these keywords to try and steal their traffic. Alternatively, you can decide to stay clear of keywords/traffic sources you’re happy to concede. Up to you!
Instead of searching for individual URLs, BuzzSumo allows you to enter the domain of your competitor. It lists the top posts on that site and will show their engagement.
There is a free option but the information it will give you is limited. You can sign up for a free trial which will give you access to additional data such as social media users who have shared your competitor’s content.
The real value of BuzzSumo is that, if you create valuable content, it allows you to identify people to reach out to who may share that content with their followers. If they have a history of sharing similar pieces from your competitor, it is likely that they will have no problem in sharing yours too, increasing the number of people your content reaches. Win.
BuzzSumo allows you to trace some social media interaction with your competitor’s site but not to the same extent as Hootsuite which is able to track over 35 social networks.
Simply identify your competitor and bring up their social media streams on the Hootsuite dashboard and it will collect the data for you. Although it’s not free to use, there is a 30-day free trial available. No rest for the wicked in the world of squashing competitors.
The true power of this is that it prevents you having to monitor the individual social media streams of your competitors by uniting them into one dashboard, saving you time and allowing you to easily follow their activity. You can even track keywords and hashtags to keep an eye on all their social media engagement.
We’ll stop there, you’ve got some snooping to do. Good luck!
Formerly known as DoubleClick Search, Google’s freshly-rebranded Search Ads 360 is a search marketing management platform. It allows digital marketers to oversee large search marketing campaign in one dedicated place. Unlike its rivals, Google’s Search Ads 360 comes at a price. Is it worth it?
Search Ads 360 comes with multiple tools, including the incredibly useful copy testing tool. Think: Personal proofreader who knows the intricacies of every search engine, works 24/7 and doesn’t’ require their own desk. Set up your dates and boom: super simple A/B ad testing. It keeps track of everything you could possible need: headline impact, click through rates, etc. It considers the other factors that can influence the impact of your search campaign, allowing you to clearly assess the impact of your copy. All the data is stored on record, so you can nail your strategy for your next campaign and beyond.
UNDER ONE ROOF
Search Ads 360 keeps everything in one place. No more 50-tab browser windows, no more copy and pasting. You can find all your possible data for every possible platform: Google, Yahoo, Bing, Baidu, etc. The time you save jumping between interfaces can be spent tidying up your automated bidding, adjusting bids and adding in your negatives. This feature is 100% one for the search marketing powerhouses and visionaries out there: The bigger the project, the better!
WHERE’S OUR MONTHLY REPORT?
Reporting is central to every PPC campaign, for both clients and marketers alike. Cut through the waffle and skip on the messy Excel sheets, Search Ads 360’s own reports are incredibly simple to understand. Think: More Infographic, less jargon. These reports can be set up to fire out to clients and colleagues as frequently as is necessary. Time saver!
THE WORLD OF TOMORROW, TODAY!
Automated bidding is key to any successful large-scale PPC and search marketing campaign. Key. Google’s Search Ads 360 is constantly learning more about bidding strategies and applying those learnings to their automated bidding technology. The platform can change bids multiple times a day over 1000s of keywords. There’s a wealth of strategies out there, including: positional strategies, conversion strategies, high-performing keyword strategies. Whether you want to apply one strategy across the board or work on individual strategies to individual search engines, it’s all there at your fingertips.