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Pay Per Click

5 Steps You Can Take Today to Bring More Traffic to Your Website

July 23, 2020 by Daniel Laws Leave a Comment

Website traffic is an important business indicator and a driver for growth. You get to see how your marketing is working while gathering insight about your target audience. More traffic to your website builds your credibility on the web. It’s important to drive quality traffic that will impact lead generation and sales.

Create a Blog Editorial Calendar & Write Your First Blog Post

A blog is a regularly updated web page that is typically run by an individual or small group and is written in an informal or conversational style. Create a blog schedule or an editorial calendar that zeros in on your target audience questions, concerns, and challenges.

I recommend that the blog editorial calendar include who is responsible for writing, idea topics, and due dates.  Start out small with 1 blog per month then make adjustments based on your goals.   Consider how you will distribute the content to increase the likelihood that it will get into the hands of potential customers.  

 

69% of businesses attribute their lead generation success to blogging. (Source: HubSpotⓇ)

 

 

 

Download Calendar

Develop a SEO Plan to Increase Traffic from Google & Bing

Search Engine Optimization, or SEO, is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.  SEO techniques include content creation, linking, site navigation, local business listings, site speed and more.  Develop a SEO plan that is specific to your business situation.  

Start by getting an SEO or website audit.  The website audit will provide information on website issues that are hurting your position in the search engine results. You can get a free evaluation of your website:

 


The local business profiles on Facebook®, Google My Business®, Yelp®, and Bing Places® also attract more local customers.  These business profiles should include reviews, maps, services, a link to your website, and a description of your business.  This information is used to populate local listings and provide directions to your local business.

Try the Yext business listing scan to review your business listings. 

According to consumers, businesses that respond to reviews are 1.7X more trustworthy than businesses who don’t (76% vs. 46%) Source: Google

Start Social Media Posting on Relevant Platforms

Social media enables users to create and share content, career interests, ideas and to  participate in social networking conversations.  What social media networks are your existing customers using?  Share information that is useful to your customers.  Use polls to get their feedback on your products and services.  

Use social media as a distribution channel for your blog editorial calendar.  I recommend adding a post to your Google My Business profile so that it stands out from others.  Use social media management tools such as Hootsuite®, Buffer®, and SproutSocial® to schedule your posts. 

LinkedIn’s number of users in the U.S. reached 160 million, making it the country with the most users in the world. (Statista, 2020)

Social Media Post Calendar

Launch a Paid Search or Social Media Campaign

Paid Search or pay-per-click (PPC), search engine advertising, and sponsored listings are often used to define ad types such as Google Ads (formerly Google AdWords), Google Product Listing Ads, Google Shopping Ads®, and Bing Ads. Paid social media display advertisements or sponsored marketing messages on popular social media platforms and target a specific sub-audience.

Define the goals of the paid search or social media campaign before starting your campaign.  Consider the type of ad campaign that would be most likely to succeed.  For example, if you are selling ecommerce products, I recommend a shopping campaign.  Create the campaign for your target audience that  minimizes cost and improves results. 

If you are already running a campaign, get a free paid search audit to improve your return on investment. 

In 2019 the U.S. was the largest global market based on mobile advertising spending. (Statitsa, 2019)

Create Content for Your Target Audience

Content is high quality, useful information that communicates a story presented in a contextually or visually relevant manner with the goal of soliciting emotion and engagement.  The content can be used as part of social media posts and added to your website for SEO. 

Create content that is useful to your potential customers and target audience.  For example, I recommend video demonstrations, product guides, flyers, and brochures.  These content pieces must be accessible via a mobile device. 

70% of marketers are actively investing in content marketing. (HubSpot, 2020)

Combine Tactics to Increase Your Web Traffic Today

The increase in website traffic provides businesses with more opportunities to sell products or services. A one-size-fits-all model will not achieve your target results. All of these ideas are connected and will have a greater likelihood of achieving success when used in combination with each other

Understand where your business is going and measure if and how you are increasing traffic. Look to understand what is working and the impact that it is having on your sales. If you need any help, give us a call or check out our other blog posts on these topics.

Get an Inbound Marketing Assessment!



Filed Under: Content Marketing, Inbound Marketing, Paid Search (PPC), Search Engine Optimization (SEO), Social Media Tagged With: content marketing, Inbound marketing, Pay Per Click, seo

Before You Use Google AdWords…

June 13, 2018 by Justin Miller Leave a Comment

Although creating an Google AdWords account is easy and free, there is a good amount of preparation work that should be done before paying for your first PPC click. Before you put your company credit card info in AdWords, make sure you can clearly answer the following questions:

What Is The End Goal For Your PPC?

Stephen Covey wrote it best in The 7 Habits of Highly Effective People, “Begin with the end in mind.”  Knowing if you want to build a subscriber list, generate leads via form submissions, or increase online sales, will change your campaign targeting and setting as well as your keywords, call to actions, and extensions.

Who Is The Target Audience For Your Google AdWords Ads?

Know who you want to reach and engage with online. This will impact audience targeting setting including which network(s) to target (Search and/or Display). Are you trying to generate new traffic or focused on driving return visitors via remarketing? This would drastically impact the verbiage of your ad copy and landing page(s). Pairing the answer to the first two questions, will help you write targeted and clear Call-To-Actions within your ad copy and landing pages.

Why Should Your Audience Click On Your PPC Ad?

Without knowing your company’s value proposition, your ad copy on Google AdWords will be very generic and unlikely to get clicks. Make sure you highlight features and benefits that you (and only you) can offer your customers. Give them a reason to click on your ad. Here is the example (with my notes) from Google AdWords Support:

The Headlines hint at who they are targeting  – someone looking for insurance within their budget.

The body/ad description line builds trust, offers and discount and the suggested call to action is request an online quote. (Sidenote – don’t forget to leverage Ad Extensions to add more specific details to your ads.)

How Will Your Customers Reach You After Their AdWords Click?

Go through your customers journey yourself. What are they searching, does your ad catch your own attention, and is your landing page relevant and easy to use/navigate? After you have done that once, consider doing it again on a different devices (computer, tablet, or most importantly mobile.)

After, going through these quick questions, you will be prepared to setup and begin running your Google AdWords. As you go through the setup process, keep in mind your target audience and what their needs/wants are. Use your ad copy and landing page to speak directly to their problem/pain points and your solution to them. Ensure your landing pages are as mobile friendly as possible and that your conversion funnel/path can be easily completed on any devices. Once you are ready to go live, start collecting data and reap the benefit of all your preparation work.

Have any questions, or think we missed a crucial piece of preparation work for setting up a PPC campaign, let us know in the comments or via twitter or facebook.

Filed Under: Paid Search (PPC) Tagged With: Google AdWords, Pay Per Click, PPC, SEM

Gk Elite Case Study – Conversion Tracking Using Google Adwords

January 17, 2017 by Justin Miller Leave a Comment

You Can't Improve What You Can't Measure (Accurately)

Recently, DaBrian Marketing Group wrote a case study on one of our Pay Per Click (PPC) clients. When we first reviewed their Google Adwords accounts, it appeared they were receiving several conversions. However on further review, their conversion configuration did not align with actual online transactions. After establishing new conversions that lead to and track online sales, DaBrian Marketing was able to measure return on ad spend (ROAS) and optimize our client’s PPC to increase transactions and their bottom line.

To learn more about this case study, watch the video below and download the full case study. If you have any questions, or would like DaBrian Marketing Group to take a look at your PPC, give us a call at 610 743 5602.

What problems are you having with your Pay Per Click advertising? Tell us in the comments below!

Filed Under: Digital Analytics, Ecommerce & Retail Marketing, Google Analytics, Paid Search (PPC) Tagged With: Conversion Tracking, digital analytics, eCommerce, GK Elite, Google AdWords, Google Analytics, Pay Per Click, PPC, ppc advertising, PPC Marketing, Retail Marketing

Grow Your Ecommerce With PPC Remarketing

November 14, 2016 by Justin Miller 1 Comment

The U.S. Commerce Department reports that web sales (Ecommerce) have been increasing 10+% year over year since 2010. Last year (2015), web sales were over $300 billion and are expected to exceed $500 billion in the next 5 years. As a retailer, are your online sales rising with the industry or are you losing out to competitors who are attracting more customers online?

There are many factors that go into a retailer’s online success – user experience, ease of completing a transaction, mobile-friendliness, and more. This post is going to focus on driving repeat visits and sales through the art of Remarketing.

eCommerce is growing with PPC remarketing

What is PPC Remarketing?

Remarketing is targeting your Pay per Click ads to users who have or are similar to those who have, interacted with your brand via the web. This interaction could include previously visiting your site, watching one of your YouTube videos, or voluntarily giving you their email address. I am sure that you have visited a site and have then noticed that their ads seem to “follow” you as you visit other sites – this is an example of remarketing.

Why Utilize PPC Remarketing Efforts?

Reach users that are more likely to purchase because they have previously interacted with your brand.

Bring back current customers – people that purchased that winter coat may be in the need for gloves, scarves, hats, and other winter clothes
Rescue abandoned shopping carts – A person did “window shopping” on your site and created a wishlist or shopping cart, but never purchased. Reach him or her with a remarketing ad and close the potential sale.

In addition to that short list, remarketing can often lead to higher conversions (sales from ad clicks) at a lower cost (CPA) which means higher margins and Return on Ad Spend (ROA) for you! If you have questions or would like help leveraging remarketing to boost your sales and Return on Ad Spend, contact DaBrian Marketing Group today or leave a comment below.

Filed Under: Ecommerce & Retail Marketing, Mobile Marketing, Paid Search (PPC) Tagged With: eCommerce, Pay Per Click, PPC, remarketing

Combining SEO & PPC to Impact Business

October 18, 2016 by Daniel Laws Leave a Comment

SEO + PPC = $

Hi. I’m Danny Laws, principal owner of DaBrian Marketing Group. DaBrian Marketing Group is a digital marketing agency. We focus on everything from web design, to social media, Pay per Click, inbound marketing, SEO as well as google analytics, and we are Google AdWords partners. Today I want to talk a little about the effectiveness of combining SEO and Pay per Click and how that can impact the business. What’s some of the things I’m going to talk about at a high level specifically come from the Google partner, something that took place in New York about a month ago and I’ve been thinking about that lately as we go into the new year closing out Q4 [Quarter 4], and speaking with a lot of our clients about potential opportunities that combine the efforts of both SEO and Pay per Click to maximize their effectiveness.

With that being said, some of the things I want to give you a high level on the content, talk about strategies, specifically localized strategy, the impact on incremental clicks, performance, controlled visibility, the data (how do we leverage that data, right?), tailoring the message, and finally we want to talk about localized measurement and what that means for a business in its context. Kicking this off first and foremost, speaking of localized strategies, we want to take a look at the localized strategies for your business, including the SWOT analysis, your unique value proposition, your company’s position within the market, and look at how you formulate strategy as you consider SEO and Pay per Click together.

One of the most common things that we see is redundancy on ineffective keywords from both an SEO perspective and a Pay per Click perspective. Not only are you ranking for keywords that have low volume and don’t resonate with your target audience, but you’re also paying for those keywords and phrases via AdWords or Bing Ads, so compounding the issue. Ideally you want to avoid that. You also want to consider a mobile strategy. You’ve heard it, you’ve seen it, you’re looking at all the data, Google went, as far as mobile, making sure everything was mobile friendly, giving you accessibility, a number of tools to make sure that you can maximize your strategies and improve your mobile sites. That is going to be imperative closing out the 4th quarter, going into 2017.

Making sure that your products features and benefits are very clear to your customers. Not necessarily you, but what does that mean to the customer, how do those features and benefits translate. We want to make sure that we keep that at the forefront, and while you’re looking at strategies bear in mind that AdWords, Bing Ads goes way beyond simple elements of search. That’s Gmail, that’s display, that’s video. Think about that as you start to lay out your localized strategy. In some cases that’s a national strategy, but it’s still relevant.

The other piece of this is the incremental clicks. PPC generates brand awareness. It’s generally at the top of the page. You’ve seen at the top of the page and now you’re seeing it at the bottom of the page. In many cases that generates awareness around a product, an offering, or a brand. Some people, such as myself, won’t necessarily click on that knowing that it has a tendency to cause a customer cost per click. They’re paying for that click. Periodically what people do is simply take that organization and search for them that has an incremental lift in organic search queries sometimes by brand name, sometimes by offering and sometimes by service. You’re going to see that incremental lift when you combine Pay per Click and SEO just naturally by people’s own human behavior.

The performance; again looking at Pay per Click and SEO, the ability to measure lead generation, sales, as well as brand awareness is more simplistic than ever provided the tools, the enhancements, the analytics, the integrations that are out there. Call tracking is another variable that plays very much into the organic side, specifically for services being able to measure that information and seeing what’s happening. You can measure the performance as an overarching search campaign, and you could also measure them in isolation Pay per Click and SEO separately to figure out where the greatest opportunities are for you to minimize your costs and maximize the lead generation and achieve your goals’ objectives however you had them laid out within your overarching strategy.

The other piece here is controlled visibility. What we very often see in the space is Pay per Click versus SEO the potential number of customers that are coming and minimizing that cost per new customer, cost per new lead, cost for new sale, or new business relationship in its entirety, so there’s a lot of overlap in that area. Sometimes that’s a good thing and sometimes that’s a bad thing where you’re duplicating efforts. There’s definitely an opportunity to control what people see based upon the content that you’re creating and the campaigns and what they’re focused on. Whether it be a geographic footprint, whether it be a specific demographic, you name it, there’s an opportunity to control what shows up on the paid search side so that you’re not cannibalizing yourself unless it’s a necessity or a critical element of the strategy. Not necessarily a good thing in its entirety, but sometimes it can work to your benefit.

The other piece here as far as this control visibility is mobile. You have this mobile component and the opportunity to create mobile only campaigns for that call and functionality or call-only campaigns to make sure that those individuals are coming through that those are hot leads, that their intent is they want something right now. You can deliver on those results creating a greater customer experience and generally leading to more profitability, which is ideally what you want to do between SEO and Pay per Click as well as your overarching marketing and business plan.

The other piece here is limiting the redundancies in keyword targets based upon psycho-graphic, demographics, intent. Those types of things, being able to isolate them and/or figure out how you have a more cohesive strategy, is definitely an element that you want to take into consideration as you’re looking to combine SEO and Pay per Click for more impact on the business. Looking at opportunities where your visibility is organically, is it where you want to be? And, substituting and/or testing Pay per Click campaigns to make sure you’re covering the ground that you need to and being competitive in the marketplace when people are looking for products and services.

The other piece that I mentioned earlier is the data, data everywhere. You’ve got Moz Tools, you’ve got Raven Tools, you’ve got SEMrush, you’ve got Google Analytics, Adobe Analytics, you name it, you’ve got tools for mobile site, browsing tools, you name it, Site speed. If you can think of it, pretty much it’s a tool out there. How do we leverage that data? I want to give you one clear example. If you’re running Pay per Click campaigns, you’re running on the display network as an example, the display network allows you to disseminate banner ads in relevant locations within Google’s networks that resonate with your target audience, and in some cases, you’re going to see great results.

Finally, localized measurement. If you’re a business and obviously you’re on a national scale you want to look at what’s happening from a national perspective, but if you are a regional business, if you are a smaller mom-and-pop type of business, what is happening from the Pay per Click and SEO side specifically in your backyard as it relates to brand reach and visibility, lead generation, and/or sales? You don’t necessarily want to look at the world in its entirety when you’re looking at organic search traffic. Local traffic is mission critical.

Are you positioned well enough from an organic perspective and a paid search perspective? Are you leveraging just low-hanging fruit, meta-descriptions? Do you have geography, geography tags in there in some cases? Do you have site links in your Pay per Click? Do you have price extensions in your Pay per Click specific to the local market in that local offering? Do you have the map component associated with your local listing; your name, address, phone number? Do you have those elements consistently showcased on your paid search ads and on your site from a content perspective, as well as a metatag perspective. Are you leveraging rich snippets (schema tags)? Anything that you can do to maximize that reach and visibility from a local perspective is mission critical for your business in order to make sure that you’re getting people from your own backyard and capturing those opportunities that are most cost-effective.

In addition to that is looking at the return on advertising dollars. I’ve seen it and I’ve been on pretty much a world tour the past 4 days it feels like, but every presentation that I go to I hear agency folks talk about ROI, ROI. Not saying it’s not important, but as an agency ourselves, we can’t control every variable that’s associated with ROI, so we try to focus on that return on ads and return on marketing dollars. What did you get back on those marketing dollars? At the localized level you need to take that into deep consideration because you’re going to have a number of people come to you saying, we can create that reach and visibility, but I think we also have to make sure that we’re looking at return on ads spend at the localized level.
With that, I would say, check us out on our social media network for more content. Don’t hesitate to comment on the video and let us know what you would like to see that’s going to be more useful for you to maximize SEO and Pay per Click together as well as our digital marketing services. Any question you have don’t hesitate to reach out to us on social media as well as our YouTube channel. Thank you much. Have a great day.

Filed Under: Adobe Analytics, Call Tracking, Digital Analytics, Google Analytics, Mobile Marketing, Paid Search (PPC), Search Engine Optimization (SEO) Tagged With: digital marketing, Pay Per Click, PPC, Search Engine Marketing, search engine optimization, seo

DaBrian Marketing Group, LLC. Offers Businesses the Opportunity to Learn More About Online Advertising

September 16, 2016 by Dabrian Marketing Group Leave a Comment

Google Online Advertising event in Reading, Pa

DaBrian Marketing Group, a Google Certified Partner, will hold a Google Connect education event provided by a Google employee on September 28, 2016.

Reading, Pennsylvania – DaBrian Marketing Group, LLC, leaders in online advertising and digital marketing solutions, will host a Google Connect event from 11:30am to 1:30pm on September 28, 2016. The event will be hosted at DaBrian Marketing Group’s offices at 500 Penn Street, Suite 201 in Reading, Pennsylvania, and will feature Tim Reis, Director of Performance Agencies, and David Chung, Mobile Site Transformer, at Google. This event is only available at Google Partner locations. Reis and Chung’s live-streamed presentation will focus on online advertising capabilities and Google Adwords.

According to Google, 74 percent of people get frustrated with website offers, ads, and promotions that appear to have nothing to do with their interests. In addition, 76 percent of people who conduct a local search on their smartphone visit a business within 24 hours, and 28 percent of those searches result in a purchase. This event will help businesses to gain a better understanding of what their company could and should be doing to effectively use online advertising, delivered straight from a Google employee who specializes in this work.

“In discussions with potential clients, they often assume that Google AdWords is just search which simply is not the case. We help clients to identify opportunities that align with their business, geography, and target audience,” says Daniel Laws, Jr, President and CEO of DaBrian Marketing Group. “Through this event, businesses can discover the true power of Pay per Click advertising and how DaBrian Marketing can manage their ad campaigns that will successfully allow them to stand out amongst their competitors and gain the leads they want most.”

DaBrian Marketing Group is a full-service digital marketing agency and Google Certified Partner that specializes in pay per click advertising, online advertising, and Google Adwords. They are local experts and offer their clients extensive experience with the Google AdWords platform and certifications. The company is able to access frequent updates from Google directly because of a close professional relationship they have developed when they need advice. This Google Connect event is free of charge and lunch will be provided. To register, visit the online registration page.

DaBrian Marketing Group, LLC.

DaBrian Marketing Group, LLC provides clients with the most innovative digital marketing solutions to solve their business challenges. Their diverse staff has a commitment to analytical measurement and analysis as well as their commitment to a community, job growth, and talent retention in the local area. For more information, visit DaBrianMarketing.com.

Contact Information

DaBrian Marketing Group
Email: Search@DaBrianMarketing.com
Phone: 610.743.5602

Source: DaBrian Marketing Group

Filed Under: Business to Business Marketing, Mobile Marketing, Paid Search (PPC) Tagged With: AdWords, Google AdWords, Online Advertising, Pay Per Click, PPC, press release

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