Therefore, this leads us to a big question: should a company handle its search marketing efforts on its own or outsource it?

Of course, there are the pros and the cons for both options but, after analyzing both of them in detail, we tend to believe that outsourcing all your search marketing efforts is what you should opt for. Let’s take a few moments and find out why…

It’s affordable in the long term

When it comes to deciding whether you should outsource or not, the costs and results should be two of the main aspects taken into consideration.

Sure, opting for outsourcing your search marketing needs will cost more than having your in-house team doing it. But things change a bit if you’re thinking on a longer period, as we’re looking at something that’s not just a one-time task!

Asking your team to add this to their task lists will shift them away from what they were supposed to do – and trained for – on a daily basis. And when the main projects aren’t done, you’ll need more resources to cover them as well.

It’s true, outsourcing won’t be cheap, as you want to hire a real specialist, but never think on short term when making this decision.

It can lead to new opportunities

As a business owner and member of the industry, you have your own perspective regarding the way things are done.

In contrast, when outsourcing your search marketing efforts, most companies you can work with won’t have the same amount of knowledge and, most likely, prepare a big set of questions before starting.

And it’s not a bad thing!

These questions will only help the team you’ve just hired to generate new ideas and distance themselves from the marketing methods that are usually used within your industry, coming up with new ones.
All these new methods can lead to new opportunities, otherwise impossible to discover, without the perspective of…some outsiders.

You know that things are done properly

Let’s face it, search marketing isn’t something that needs a few hours of work and voila! you can see the results. It’s actually an on-going process, which needs time and attention.

For the best results, you need fresh content published regularly, the same as for link building, not to mention keeping up with PPC campaigns and any other changes that need to be done.

It sounds like a tough job, don’t you think?

Outsourcing all these tasks comes with the guarantee that everything is done just how it should, while you can use your time to focus on other important aspects, not related to search marketing. Not to mention that it gives you some well-deserved peace of mind!

To wrap it up, we believe that outsourcing can be an excellent idea for any company and the arguments presented above are just a few of those in favor of doing it.

Looking forward to doing it? Then you can get in touch with IB Systems!

Whether you’re after search engine optimization, social media marketing or complete search marketing services, we’re here for you.

Schedule a call to get a quote and a free consultation! You’ll see why we’re the right fit for your business and how we can bring the desired results.

The post Outsourcing, The Best Solutions For Your Search Marketing Efforts? appeared first on IB Systems USA.

One of the most popular marketing channels, pay-per-click is excellent for boosting your online traffic, but also generate several new leads. However, most people are still not familiar with it, but we believe that if we go a bit through some of its major advantages, we will convince some of them to give it at least a try.

Therefore, without much further ado, let’s see why one should use PPC marketing for a business, whether it’s online or offline!

It can bring some fast results

Most people who stay away from PPC are those who believe that the entire process is very difficult, but the truth is that they are absolutely wrong. Compared to other popular content marketing strategies, this one can actually be turned on with just a few clicks.

To be more specific, content marketing, as an example, takes some time in order to generate results, but with PPC, your traffic and leads can skyrocket immediately, as long as the campaign is done properly. The biggest downside though is that your traffic may – attention, MAY – drop significantly after stopping doing it.

You pay only if people get to see your content

In the past, marketers were using cost per impression models, which meant that they paid for every 1,000 impressions an ad received. Well, the beauty of PPC lies in the fact that you pay only when impressions turn into link clicks!

This is definitely one great thing, as it helps you save a lot of budget. Also, instead of having to focus a lot on the ad copy, you can just tweak keyword targeting and the budget. Basically, it’s less money spent on audiences who just aren’t interested in what you’re trying to promote.

Your message reaches the right audience

Another major advantage of PPC marketing is that you can target the exact audience, thanks to the fine-tuning features you have. No matter what type of business you’re conducting, you will be able to tweak your strategy, in order to reach the right people, at the right time, in the right place.

Let’s take one of the best examples that is: a coffee shop owner can set ads to appear in the morning when most people drink it and are most likely to look for a such a place. Even more, you can even target people close to the location itself, by setting a mile radius limit.

It works great with your SEO efforts

It’s not a secret that search engine optimization is probably the core element of an online marketing strategy which has to attract traffic as its main purpose. Therefore, you may have an excellent website, but if it’s not ranking well in search engines, not a lot of people will come across it.

This is where PPC marketing joins the party, as it gets through all your keyword data, observing how many people are seeing your ads displayed on specific keywords, helping you to figure out which keywords are the most popular and are worth optimizing the website around. Besides this, it helps you with the building of a long-tail keywords list, which you can use to optimize your on-page content even better!

Still looking a bit complicated? In this case, you can let IB Systems handle all your PPC marketing! With almost 10 years of experience in helping local companies in the Tampa Bay area expanding their web presence, they will surely know to target the best ads for your business, attracting tons of web traffic!

The post This is why you should use PPC marketing for your business appeared first on IB Systems USA.

• Start from the very beginning – your PPC strategy.

First of all you need to answer two questions: what problems do your potential customers have? What problem can your product solve? Then just suggest them the solution – your product.

• If you have no goal – you will have no results.

You need to define goals for the PPC campaign. Your aim is to build a brand – create CPM campaign, you are focused on conversions – run CPA campaigns.

• You need to create a great advertising account.

Always pay attention to the structure of it and optimize it. As we know each account has ad campaigns, ad campaigns contain ad groups, each ad group includes keywords, text, landing page.

• Keywords should be relevant to their ad group.

The most common mistake here is choosing too broad keywords just because it usually has lower bid price. You need to remember about great power of match types and need to use exact, phrase and broad match types. Never forget about negative keywords – they will prevent your ads from being displayed to the wrong audience. There are lots of sites that provide good keyword collector tools that will do everything for you. Best if your chosen tool compares the keywords in the same group against each other which eliminates the irrelevant keywords grouping. That makes the distribution of the keywords more effective while contributing to better website rankings in SERPs.

• Don’t forget bidding for the main company’s name as a keyword.

If you still do not do this – add it to your ad campaign. I am sure you will find you were loosing a lot of traffic and missed clicks. Plus the CPC for those keywords is pretty low. I am sure there are a large majority of us who just overthought using their business’  or companies’ name.

• Ad text should be unique.

It should solve your customers’ problem and should contain right keywords for this group. Use proper words to grab people’s attention and to give them what they need with strong call-to-action phrases.

• Landing pages should match the ad.

They should relate to the users search intent, they should include headlines, photos, text and call-to-actions. Sending people to the homepage you are not solving their problem with your product, you are giving them more problems now – to look for what they need on your site. The rule of thumb regarding that is that every page should have a unique set of its own target keywords – run a decent website audit tool, like SE Ranking (click here for more), to find out if your website is doing great.

• Run campaigns with conversion tracking.

You need to monitor the performance of your PPC campaigns, what happens after a customer clicks on your add, does he order your product and if he buys from you – which keyword, ad group, campaign induces the conversion. Usually it is too hard to do when you run a business, that is why lot of online store’s owners use services like SEranking.com to rely on professional team to do the analysis of your site.

• Create mobile friendly campaigns.

More and more people nowadays come from mobile devices. Make sure that you are using click-to-call extensions, that your mobile ads lead to the responsive site pages, that you use mobile call-to-action where appropriate. Mobile optimized campaigns will help you to increase the conversion rate.

• Always run re-marketing campaigns.

Experiments show that using re-marketing campaign is always profitable and they increase ROI for different types of businesses. If you still do not create re-marketing campaign – you need to know that it may be one of the reasons your PPC sucks, you loose a lot!

• Do not try to win number 1 spot in paid search results.

According to lots of experiments that were made and according to people’s behavior – the best place for your ad is number 3. So do not fight for the first rank, it is not the best strategy at all.

• Higher CTR ≠ Higher landing page conversion.

We like testing and choosing which ads to keep and which to delete. Some of us look only at CTR (click through rate) when deciding whether the ad is good or bad. It is a huge mistake, CTR shows not enough, more powerful is a conversion rate when testing ads.

• You should continuously optimize your ad campaigns.

The ads that have no strong call-to-action phrases will not help you in getting many clicks and conversions. If it takes so long for a landing page to load – it will provide no value to a visitor. Always test and optimize your ad account to improve your conversion rate.

There are just a few life hacks that may help you to save your PPC from fiasco. If you have not crated your ad account yet, the article will be useful for you start it properly. Creating a great campaign structure will help you to target the right audience, to save money (make sure your advertising is not shown to the wrong people or through the wrong channels) and to control your spend and whether your ad groups continue to run, are paused or deleted. Good luck with your ads!

The post Life hacks on what to do when your PPC is having a hard time appeared first on IB Systems USA.