Q for You
Be in the Know
- Google on Choosing the Best Anchor Text
- Snapchat Launches New iOS 14 Resource Hub to Help Advertisers with Upcoming Changes
- Facebook Publishes New Research into the Importance of Diversity and Inclusion in Advertising
- LinkedIn Unlocks LinkedIn Learning Courses for Women to Mark International Women’s Day
6 Tips for More Targeted & Engaging PPC Campaigns
The 1985 movie Clue is a cult classic today, but it wasn’t a box office hit back in the day. We admire the film for the marketing tactics they employed within the plot. I mean, how often does everyone on your party’s guest list actually show up to your party? (I hope we’re not the only ones with that problem.) Those invitations must have been masterfully personalized. Plus, the movie had alternate endings! Just like we employ different messages for different segments. Pretty cool.
Keeping with the theme, Search Engine Journal is here to clue you into more targeted & engaging PPC campaigns.
- Begin With Research. Making assumptions is like walking on thin ice: it probably won’t work out so well. Research is a tried and true first step for many endeavors, especially PPC campaigns. Of course, you need to determine which keywords will be most effective for your purposes, but you’ll also need to know who your customers are, what their pain points are, what sorts of things they currently purchase within your industry, and more. Start by reviewing research from market leaders who have already done the legwork. If this sort of info is sparse, then conduct your own research via surveys or interviews.
- Select Your Target Audience. This part is all about segmenting. It’s good to know your total addressable market, but you’ll want to dig deeper into the different segments to refine and tailor your messaging to better resonate with different groups. Trying to appeal to everyone at once will make for vague and generic messaging that doesn’t speak well to anybody. If you’ve ever seen The Bachelor, then you’ll know how important it is for contestants to get some 1:1 time with the bachelor rather than just getting to know him on group dates. Segmenting your audience gives you that quality 1:1 time.
- Review Your Messaging. Know your value proposition in and out so you can craft your messaging around it. Use it to demonstrate how and why your product will benefit your audience. The ultimate goal is to tap into the emotional benefits customers will experience.
Keep on reading for 3 more tips.
Gifntext
A looping series of images was CompuServe’s GIF to the world back in 1987. (See what we did there?) Nowadays you can’t go a day without seeing a GIF, and there are so many great ones. But sometimes you need to throw in another message on top of a GIF. *Enter Gifntext*
This tool accomplishes everything in its name: GIF and text. Just upload or paste the URL of a GIF and choose which text you wish to overlay. You can apply moving text, moving images, text colors, and even determine when the text should appear. Looking to use a GIF in a banner ad? Resize GIFs accordingly and adjust start and endpoints as well as speeds to create your ideal graphic.
Work With Us
Are y’all starting to sport your spring attire? The weather outside tells us Punxsutawney Phil’s winter estimates were a bit off, and we’re thrilled about it.
The new season brings new styles, trends, and opportunities. This applies to websites and wardrobes.
If you’re looking to ring in the spring with new campaigns or changes to your website, then tell us if we can help. It’s what we’re here for.
Watch
A Trial Before The King
Human beings have a tendency to think they were the first to discover things, when in fact these things were discovered or invented long ago. For instance, air conditioning predates the Romans. Who would have thought? (The Sumerians, as it turns out.)
Transport Accident Commission Victoria shares this ad to discourage texting and driving. While texting and driving may be a more recent phenomenon, it has roots in the middle ages according to this ad. Writing a letter on horseback is a surefire way to get locked up in the local castle’s dungeon.
“Content marketing is more than a buzzword. It is the hottest trend in marketing because it is the biggest gap between what buyers want and brands produce.”
Michael Brenner
