Stretching Your Search Marketing Budget in Tight Times – DriveTraffic

Expand your Platforms

If you are doing Google Ads, are you also engaging in another digital marketing tactic such as email marketing (hello LinkedIn Newsletters!), SEO, CRO or Facebook Ads?

It is a well known fact that customers require many more touchpoints today than they did in years past, before doing business with you. One of the easiest ways to be able to offer them the multiple touchpoints is to target them on a different channel from the one they originally came in on. Some examples: 

  • You drive traffic to your site from Google Ads and have an amazing offer for them to download -> you now have their email address and consent to email them in future.
  • You launch an amazing infographic as a piece of evergreen content that brings traffic from a variety of other websites -> Your remarketing campaign in Google Ads can be used to get your business in front of these people again in future.
  • Once you learn which keywords are converting well via Google Ads, you can be working on your SEO to drive all or a portion of that Google Ads traffic via Search Engine Optimization (SEO).

Engage in Conversion Rate Optimization

CRO aims to increase your conversion rate, whether you are an ecommerce provider or a service provider. There are a couple of ways to do this – either a one off “heuristic evaluation” which is more of a behavioural observation of your website and/or through the use of quantifiable tools such as Google Optimize and Google Analytics. 

If you generate $15K worth of leads in a specific timeframe, and are able to increase your conversion rate by 5%, that is an extra $750 – without driving any extra traffic but just getting more of the people who are already on your website to take action.

SEO - Update your Content

Focus on updating existing content  or creating new content based on what people search for (Google Search Console, People Also Ask…)

Check out our case study where, in the midst of a country struggling with forest fires and Coronavirus, a real estate company was able to increase their revenue using SEO. 

You too can reap the rewards of new customers by adhering to SEO best practices and weeding out your weakest content.

Focus on Conversions in Google Ads

If you plan to continue using Google Ads for the foreseeable future, consider some of these ideas to help you get better bang for your buck:

Determine whether you should be bidding on your brand or not. If you are first position organically, you may not need to. On the other hand, bidding on your brand could bring in more conversions than organic was ever able to. We saw this with one ecommerce merchant. 

Use Google Shopping via Google Merchant Centre to help more of your catalogue be seen online. 

If you are showing your ads on the display/partner network, they may be getting seen on a slew of new sites but not getting as many clicks or conversions; trim the fat by preventing your ads from being shown on sites that do not convert well.

Consider not running ads for products that are generating many leads via other channels. We have one client that is getting a ton of leads for massage therapy therefore we reallocate some of this budget to other practices that are not receiving as many leads from other channels. 

Look at your budget division between mobile and desktop traffic. Does one convert better than the other? If so, allocate more budget to that traffic. 

Shift some of your Google Ads budget to Social Media Ads (Facebook and Instagram). You can even remarket to people using your social channels, just like you do through Google Ads -> creating yet another touchpoint! One of the benefits of social ads is that you can get in front of people without them searching for you – e.g. based on their demographics (gender for example) and/or interests. 

Will it be built in if you use the SEO template?

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