AT ALBION, WE DO THINGS DIFFERENTLY…

Most people know that Pay Per Click search advertising is a great way to instantly jump above all those competitor web pages that rank in the natural search results. What many science and technology marketing and sales teams are unaware of, though, is that Google’s Display Network (GDN) advertising platform now allows advertisers to follow competitors’ site visitors around the web with image ads – just when they are ready to buy from a potential supplier.

Not only does Google’s network allow businesses to show highly targeted ads on a huge range of sites, videos and apps around the world, but the targeting options are increasing all the time too. This means science or tech industry advertisers no longer have to waste budget on ads that are served to people who have not shown an interest in their products and services.

Instead, the best online advertising ROI is usually achieved by targeting only those potential customers that are shown to be in your market. You can target only those in specific age groups, or demographics – as well as those in specific locations or those Google,  knows often visit sites relating to your specific industry.

At Albion, we save our clients large amounts of wasted advertising budget each month by directing their PPC advertising campaigns only at those specific online audiences that are most likely to convert into paying customers. This includes targeting of those people who have recently visited your own site’s product or service pages, and to those high-value potential customers who have recently visited specific pages on your chosen competitors’ websites.

Of course, the most profitable ad campaigns are achieved by those that make use of split-testing variations of your ads against each other. Then using the click and conversion data to refine the messaging to produce optimal results. This allows your market to inadvertently inform you which wording generates the highest click-through rates, the best lead-to-sales rates and the cheapest sales conversions.

We also ensure our clients enjoy the advantages of up-to-date best practices. These include making bid adjustments to profit from more visible ads during specific days and hours of the week, as well as from clicks on devices that are seen to convert more sales per dollar invested than others. By tightly aligning the wording in your ads to those in your landing pages and the user’s search query, Google Ads rewards our clients with high a “quality score”, so they pay less for each click than their competitors have to pay. An advantage of the competition they couldn’t live without.

The best news is that many traditional marketing agencies have yet to discover and exploit many of the targeting methods Google now offers. PPC experts in the know now swear by these methods in order to help grow businesses in science and tech sectors. This means, of course, that more often than not, your competitors are not taking advantage of opportunities proven to work.

Because PPC advertisers only pay when somebody clicks on their ads, each ad impression that doesn’t get clicked is free advertising that allows you to reinforce your brand values, spread your message and tell the world about your latest product and services. It’s free, so why not take it?