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Indulge Media have launched a new advert which prompts people to consider the importance of a single click by stating: "this single click is your most important customer". Designed to capture reader's imaginations and get them to consider where their best customers come from online and how Indulge Media can help to find new opportunities using SEO (search engine optimisation) PPC (pay-per click advertising) and other digital marketing disciplines.
sourceEighty percent of smartphone owners check their phones each morning before brushing their teeth. This means they are exposed to a sea of digital advertising, including banners, pop-ups, and pay-per-click (PPC) ads while they search Google and check Facebook. When they flip on the morning news they’re exposed to almost 15 minutes of commercials for every hour they watch. On the commute, they see perhaps dozens of ads in the form of billboards (or, if they’re taking public transportation they’re nose-deep in their smartphones again, with all those pop-up and banner digital ads).
Every day, Americans see about 5,000 different advertisements. How can you get them to pay attention to the one that’s yours?
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This is something you can’t control, except to have the marketing data to understand what your target audience wants and place your ad where they tend to look for it. Investing in paid search ads, content syndication and social media advertising are the most powerful ways to reach audiences looking for your kinds of digital advertising.
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
Pay-per-click is commonly associated with first-tier search engines (such as Google AdWords and Microsoft Bing Ads). With search engines, advertisers typically bid on keyword phrases relevant to their target market. In contrast, content sites commonly charge a fixed price per click rather than use a bidding system. PPC "display" advertisements, also known as "banner" ads, are shown on web sites with related content that have agreed to show ads and are typically not pay-per-click advertising. Social networks such as Facebook and Twitter have also adopted pay-per-click as one of their advertising models.
However, websites can offer PPC ads. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. Such advertisements are called sponsored links or sponsored ads, and appear adjacent to, above, or beneath organic results on search engine results pages, or anywhere a web developer chooses on a content site.
The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems to guard against abusive clicks by competitors or corrupt web developers.
Pay-per-click, along with cost per impression and cost per order, are used to assess the cost effectiveness and profitability of internet marketing. Pay-per-click has an advantage over cost per impression in that it tells us something about how effective the advertising was. Clicks are a way to measure attention and interest. If the main purpose of an ad is to generate a click, or more specifically drive traffic to a destination, then pay-per-click is the preferred metric. Once a certain number of web impressions are achieved, the quality and placement of the advertisement will affect click through rates and the resulting pay-per-click.
CPC is often used when advertisers have a set daily budget. When the advertiser's budget is hit, the ad is removed from the rotation for the remainder of the billing period.
For example, a website that has a CPC rate of 10 cents and provides 1,000 click-throughs would bill $100 ($0.10 x 1000). The amount that an advertiser pays for a click is usually set either by formula or through a bidding process. The formula used is often cost per impression (CPI) divided by percent click-through ratio (%CTR).
CPC is the amount that a website publisher receives when a paid advertisement on the site is clicked. Business is increasingly done online, and advertising is following. Global online advertising generated an estimated $170.5 billion in 2015. Publishers usually look to a third party to match them with advertisers; the largest such entity is Google AdWords.
SourceIt is possible for the number of ad impressions to differ from the number of visitors to the website where the ad is displayed. For example, an ad might receive placement in two locations on a website, such as a horizontal banner across the top of the page and a vertical side banner alongside the page's text. In this scenario, the advertiser pays for two impressions per pageview.
Click-through rate (CTR) is an incredibly important concept in search engine marketing. The simplest definition is that click-through rate is the percentage of people who click on your ad after seeing your ad. (In mathematical terms: CTR = Clicks/Impressions.)
With both AdWords and organic SEO, your success can be improved in only three ways: (1) getting more people to see your ad or snippet; (2) getting more people to click on your ad or snippet; or (3) getting more people to become a customer (i.e., convert) on your landing page. In other words, search engine marketing is a “constrained system.” And one of those constraints is the CTR.
With AdWords, your CTR is one of the key components of your quality score. In SEO, your CTR is going to determine whether you maintain your ranking.
Basically, you can think of Google (and more broadly, all search engines) as a democracy: people vote by clicking. So your CTR will really determine your success.
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The purpose of click-through rates is to measure the ratio of clicks to impressions of an online ad or email marketing campaign. Generally the higher the CTR the more effective the marketing campaign has been at bringing people to a website.[4] Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.[5]
While marketers want to know the reaction of the web visitor, with current technology it is nearly impossible to quantify the emotional reaction to the site and the effect of that site on the firm's brand. However, click-through rate is an easy piece of data to acquire. The click-through rate measures the proportion of visitors who initiated an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Forms of interaction with advertisements other than clicking is possible, but rare; "click-through rate" is the most commonly used term to describe the efficacy of an advert
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The click-through rate is the number of times a click is made on the advertisement divided by the total impressions (the number of times an advertisement was served):
The click-through rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown (impressions), expressed as a percentage.For example, if a banner ad is delivered 100 times (100 impressions) and receives one click, then the click-through rate for the advertisement would be 1%.
Click-through rates for banner ads have decreased over time. When banner ads first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent. In most cases, a 2% click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average click-through rate of 3% in the 1990s declined to 2.4%–0.4% by 2002. Since advertisers typically pay more for a high click-through rate, getting many click-throughs with few purchases is undesirable to advertisers. Similarly, by selecting an appropriate advertising site with high affinity (e.g., a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR. Though personalized ads, unusual formats, and more obtrusive ads typically result in higher click-through rates than standard banner ads, overly intrusive ads are often avoided by viewers.
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Cost per action is a digital advertising payment model that allows to charge an advertiser only for a specified action taken by a prospective customer. All actions covered by the model are directly related to some type of conversion, ranging from a newsletter sign up to a link click or sale, and determined by the advertiser.
sourcePay per lead (PPL) is a form of cost per acquisition, with the "acquisition" in this case being the delivery of a lead. Online and Offline advertising payment model in which fees are charged based solely on the delivery of leads.
In a pay per lead agreement, the advertiser only pays for leads delivered under the terms of the agreement. No payment is made for leads that don't meet the agreed upon criteria.
Leads may be delivered by phone under the pay per call model. Conversely, leads may be delivered electronically, such as by email, SMS or a ping/post of the data directly to a database. The information delivered may consist of as little as an email address, or it may involve a detailed profile including multiple contact points and the answers to qualification questions.
There are numerous risks associated with any Pay Per Lead campaign, including the potential for fraudulent activity by incentivized marketing partners. Some fraudulent leads are easy to spot. Nonetheless, it is advisable to make a regular audit of the results.
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In cost per lead campaigns, advertisers pay for an interested lead (hence, cost per lead) — i.e. the contact information of a person interested in the advertiser's product or service. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touch points — by building a newsletter list, community site, reward program or member acquisition program.
In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.
There are other important differentiators:
Remarketing shows ads to people who've visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.
Whether you're looking to drive sales activity, increase registrations, or promote awareness of your brand, remarketing can be a strategic component of your advertising.
Your site traffic did not materialize on its own. In many cases, it was bought and paid for, and it probably wasn't cheap. Failing to reach out with a second touch is akin to wasting valuable marketing dollars spent on tactics like paid search.
Bounced traffic consists of people who have raised a hand to express interest in what you do. They probably will not convert right away, but they may eventually, and so they should definitely not be ignored.
For example, let's say you're a retailer who sells both golf and tennis equipment. You have two separate PPC campaigns, one for golf-related keywords and one for tennis-related keywords. Those campaigns lead to two different landing pages, one focused on golf and the other on tennis. You can place two retargeting pixels on your respective landing pages and launch two display campaigns, with ad creative that corresponds to your landing pages. Users who reach the golf landing page will see golf-related retargeted creative and users who land on the tennis page will see tennis-focused retargeted creative.
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At its most basic, a backlink is an incoming hyperlink from another website to your website. Let’s break this down a little further to really understand what this means. Hyperlinks (usually shortened to just “links”) are the backbone of the internet and are the most common way to move around the web. Every button, image, or underlined piece of text you click on that takes you to another website is a hyperlink. Therefore, a backlink is a link from another website back to your website, hence the name backlink.
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Backlinks are the lifeblood of your SEO. Generating loads of high-quality backlinks is an essential part of just about any intelligent search engine optimization strategy out there. They make an enormous impact on a specific website's position in SERP. Backlinks are the most effective resource for improving a site's ratings. That's why all SEO experts constantly preach about them and urge their clients to invest in link building.
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A link is not just any link – there are a lot of different factors, which influence your link profile and you should pay attention to them, so that you are not penalised by the Google Penguin update. Basically there are two things that are important for your domain: The domain popularity and the trust, which emanates from your backlink profile. This can also be described with quantity and quality: On one hand, it is naturally important that as many websites as possible show a link to your site. On the other hand, the quality of the back link and the sites giving the links is also decisive. In order to rate a link profile, the following fundamental key data are important:
The most common question I hear is related to how companies track the record of who is sending the traffic and making the sales. The simple answer is with a tracking URL (a unique link given to you by the affiliate company or product company).
This URL is used to keep track of all the traffic and sales you are making via your website or other promotional techniques. Many old-fashioned affiliate programs allow a buyer to add the email or referral details in an effort to account for affiliate sales, but this is certainly not the best way to track progress.
There are two ways to approach affiliate marketing: You can offer an affiliate program to others or you can sign up to be another business's affiliate. As the business driving an affiliate program, you'll pay your affiliates a commission fee for every lead or sale they drive to your website. Your main goal should be to find affiliates who'll reach untapped markets. For example, a company with an e-zine may make a good affiliate because its subscribers are hungry for resources. So introducing your offer through a "trusted" company can grab the attention of prospects you might not have otherwise reached.
You should also make sure you aren't competing with your own affiliates for eyeballs. Any marketing channels you're using, such as search engines, content sites or e-mail lists, should be off limits to your affiliates. Put marketing restrictions into your affiliate agreement and notify partners immediately. It's your program--you set the rules. Or, if you prefer, you can let your affiliates run the majority of your internet marketing.
Once you've protected your prospecting pool, maximize your affiliate program by working with the best and leaving the rest. As the old 80/20 adage implies, most of your revenue will come from a very small percentage of your affiliates. Because it can be time-consuming to manage a larger affiliate network, consider selecting only a few companies initially, and interview them before signing them on. Affiliates are an extension of your sales force and represent your online brand, so choose partners carefully.
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Broaden your reach to Bing and Yahoo! by bringing your existing AdWords campaigns directly into Bing Ads.
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