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      Pay-per- click ads: What's in it for me?  Pay-per-click (PPC) advertising is a method of online marketing where you (as the advertiser) pay every time a user clicks on your ad, which may appear in a search engine, website or social media platform. Generally, the clicks redirect users to your website, blog, online store, app store or other landing site where you want them to be. And, for every click, you pay a fee, hence the name "pay per click".   If you don't show up at the top of a Google search result, or in a user's LinkedIn, Facebook, Twitter or Instagram feed, you're opening up the door to your competition. Take advantage of this all-important digital ad space that's available to you. Here are five reasons why:  Digital advertising is both measurable and flexible  Traditional advertising (think: print ads, fliers, etc.) has a downfall in that it's difficult to track impressions, and you can't make ad adjustments mid-delivery. PPC advertising capitalizes on the fact that you can monitor your results in real time to see exactly how your content is performing, and the types of actions that result (i.e. purchases, subscriptions, downloads, etc). You also have the flexibility to make corrections or improvements throughout the duration of the campaign based on performance, your inventory, product offering and other factors.  PPC ads drive traffic  Social media alone can be an effective way to drive traffic to your website or blog. But without incorporating PPC advertising, it might take awhile before your audiences find you, especially the right audiences. But there's more to PPC than driving users to your site. To get the best ROI, you want them to take the next step, as mentioned above, whether that be placing an order, signing up for an appointment, submitting a job application or other profitable action to you. However, ensure you're active on the landing pages you promote to ensure users can (and will) take that next step.  Digital is more easy to target  PPC ads can be targeted to your audiences based on geographic, demographic and event socio-graphic factors that you determine. This is advantageous mainly because traditional forms of advertising can (and will) draw visitors from everywhere. And, this may not appeal to you if your business is only able to serve a certain geographic area or a certain demographic.  Cost effective advertising  If you're paying for traditional advertising that may (or may not be) seen, you could be investing significant dollars into the unknown. With PPC you determine your maximum daily, monthly or lifetime budget, and only pay when someone clicks on your ad. This is contrary to traditional advertising where you pay for placement, regardless of interactions, and never really know how it performed. Take advantage of PPC by investing in marketing that generates traffic and results.  While traditional advertising still has its time and place, it can be greatly complemented by PPC options. Remember, though, that PPC takes time and effort. And, when set up and managed well, you'll be able to see profitable results. If you need assistance in setting up your first PPC campaign, or even maintaining it, contact us. We can ensure your campaigns are optimized to achieve your intended objective.

Pay-per- click ads: What's in it for me?

Wondering if your company should invest in Google AdWords or other pay-per-click ads? This is a must-read 101 on digital advertising.

      The rise of video  Within the past year we've seen Facebook introduce video ads, Twitter launch video autoplay, and the rise live streaming video through Periscope. Unsurprisingly, these opportunities for video have been met with a rise in marketing spend on video. Most importantly, video isn't simply trendy, it delivers measurable results for businesses.   In 2016, video is a must-have marketing tactic for thousands of companies in Canada, big and small. The same is happening south of us where 96% of B2B companies plan to leverage video in their marketing efforts in 2016 for building brand awareness, generating leads and attracting online engagement, according to a US-based study by the  Web Video Marketing Council .    How can you ensure your video will garner great results? Don't just jump right into production. Start with your marketing strategy, be focused and specific, and finish with measurement. Here's how:  Review your marketing strategy  Spend time reviewing your company’s core competencies, market differentiators, key messages and competitive advantages. Ensure the message of the video clearly communicates the value you offer customers.   Define your intended audience   Different people need different things. Before you write your script, define who you are talking to in the video and think about what aspects of your product are most important to them. This can be done quickly and will result in a clear, effective message. Remember, the tone of writing, messaging, and positioning of your product should be different for each target audience, so avoid trying to develop a video with a general message for all potential customers—the results won’t be nearly as good because the video is unlikely to work well for anyone.  Be specific  After watching the video you want potential buyers to know how your solution will solve their problem. Specifying the way(s) your solution will address their needs will increase conversions. If you have more than one product, either select the one that has the largest benefit to customers or make multiple videos because jamming too many messages into a video will complicate and confuse people. If possible test the script with customers and potential buyers before you make the video.   Set goals and measure success   Don’t forget to establish the overall goals and specific success metrics for the campaign, such as ROI, leads and conversion goals. Understanding video performance will help you produce more successful video campaigns in future.   Video facts and figures    (via  HighQ )       65% of video viewers watch more than ¾ of the video     80%+ of senior executives watch more online video now than they did a year ago     59% of senior executives would chose video over text if both were available to them on the same page     81% of people feature video on their corporate website     19%: The increase in open rates when video is in the email subject line     2 mins+: The increase in dwell time on a website with video     

The rise of video

The use of video in marketing is on the rise--and it works! How can you ensure your video will garner great results? Read on!