Major search engines, such as Google and Bing, use a PPC-based model through auctions. We've researched and compiled the 10 most creative paid search campaigns of all time. For 18 months, Mindshare analyzed search trends related to colds and flu and compared them with other data. This included calls to government health lines and doctor visits.
The model they created allowed them to predict relevant influenza outbreaks, at the city level, in real time. That's a staggering 432,499 tissue boxes sold. Not only were the ads shown more than 1.5 million times, but the campaigns were also picked up by the mainstream press. The BBC, The Guardian and The Independent wrote about Ann Summers' paid search campaigns.
They received more than 9 million ad views and achieved an ROI of 236% from the campaign. He also demographically targeted them to be within 25 miles of his hometown. This approach allowed Net Media Planet to target thousands of YouTube videos with 100% relevance to the viewer. Result? A return on investment of 236%.
In fact, revenues from this campaign exceeded search engine PPC sales. Once widgets were launched and used by more sites, visitors skyrocketed and by August 31, the end of the transfer window, the widgets were attracting 4 million visitors per month. It's a 400% jump in just 4 months. As a marketer, PPC is a skill you should have in your toolbelt or at least have a basic knowledge.
But it offers significant value and has to be a fundamental element for any successful digital marketing campaign. For example, HubSpot can layer people who are in the CRM software market and add a 30% bid adjustment because those people are more likely to convert. You can pay to appear on your target audience's social media or somewhere else on their profile, depending on the platform. This option targets users based on whether they have children, which can be a big advantage if you're promoting a product or service to parents, such as selling baby furniture.
Advertisers can also use display ads to remarket to the audiences of users who have already visited their site. When the PPC is working properly, the fee is trivial, because the visit is worth more than what you pay for it. For ads to appear alongside search engine results (commonly referred to as a search engine results page or SERP), advertisers cannot simply pay more to ensure that their ads appear more prominently than competitor ads. It presents an important opportunity for digital marketers to increase their traffic and conversion metrics.
In the bid-based model, each advertiser places an offer with a maximum amount of money that they are willing to pay for an advertising spot. Google allows you to customize your audience so that you save money on marketing and put yourself in front of the right people. If you're a local business wanting to learn more about local PPC, head to the LocaliQ Marketing Lab Local PPC course. A good management strategy also pays attention to providers such as search engines, social platforms and advertising networks to monitor changes and updates that could affect paid campaigns.
Global footwear giant Converse hired marketing agency Anomoly to come up with an innovative and fun way to increase online engagement with its teenage audience.
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