For Boesiger, the dance with the nuances of online marketing started a decade ago.He believes that even the first, second or third ranking in the Search Engine Optimization does not necessarily always drive the best traffic to an enterprise. “PPC helps a client precisely to achieve this. Searches are 50 percent more likely to convert into an immediate lead or sale with PPC. We are hired foremost for our expertise in bringing customers to the table that would increase sales, revenue and profit for our clients,” says Boesiger.
TOM utilizes Google PPC and Bing PPC for marketing. A Google Certified partner & Bing Ad Professional, TOM has an outcome-based business model, which facilitates businesses of all sizes the ability to laser focus their dollars to bring real return on their investments quickly. The firm concentrates on three ‘R’s that matter the most in online marketing: Reach—the right target audience, Response—ability to get the right people to respond to the marketing efforts, and Return—Return on Investment.
Filling the Sales Funnel
The first step in the Nebraska-based TOM’s protocols is to have a client fill out a simple PPC/SEO questionnaire or a website questionnaire if they want to build a website. With that information, the AdWords specialists at TOM thoroughly research long tail keywords and key phrases, basing the research on the geographical targets as well.
Many times, those concerned with sales do not understand the importance of key word research. “We take pride in our research in that we discover subtle differences in how phrases are typed in the search browser, which helps us in creating focused ad groups, ads, and content creation for the pages that we are driving visitors to. This will help us later as we start implementing SEO campaigns if the client desires,” states Boesiger.
TOM maps the ideal marketing plan by utilizing Google Keyword Planner, other independent keyword research tools and Teamwork—an online project management system. TOM’s implementation of the initial research for Google and Bing PPC search advertising leads to the testing phase, which is where the rubber meets the road. “As the target audience drives the traffic, we analyze, adjust, test, and analyze even more. As we split test, the text and the banner ads, as well as implement the negative keywords and other techniques, the leads generated become very high quality. This is because of the emphasis we place on thorough research at the outset of every campaign for every client,” affirms Boesiger. They utilize an in depth, complex system that has been developed over the last several years designed for long term success.
Findings from Crete Carrier
The successful online marketing campaigns at Crete Carrier, one of the nation’s largest trucking companies portray an insightful analysis. Since starting with TOM, Crete Carrier has received about 80 percent of their applications for jobs through PPC while spending a significantly less percentage of their advertising budget. “We provide detailed statistics for the client to track the cost per application. From the time that they started utilizing PPC with TOM, they have reduced their cost per application by about 70 percent. Likewise, their cost for a call or contact form or email, has gone down by about 70 percent. Recently, we have seen an even greater drop in cost per lead and application” says Boesiger. Google PPC offers the ability to drive traffic to a focused landing page. This enables tracking of all the phone calls using various call tracking systems. Since Crete Carrier wanted to ensure that their corporate branding remained front and center, TOM provided call tracking on the PPC boxes itself and kept statistical tracking of calls from the website. Because of the sheer size and expertise needed, TOM was and is the perfect fit to help Crete Carrier in expanding and targeting its’ online presence.
TOM sets up in-depth statistical analysis from the very beginning of a campaign by using Google’s analytical tools, Google and Bing Ad Conversion Metrics and other tracking systems. The clients obtain a summary of the data in the form of excel spreadsheets to track the clicks that have turned into hires, applications, prospects, leads, calls, and more. The summary for Crete Carrier reveals the following information. In the first two months of 2015, Crete Carrier achieved an increase of 124 percent in electronic forms submissions and calls through PPC in comparison to the corresponding period of 2014. “The focus of TOM's efforts is in optimizing our conversion rate for our PPC campaigns. Managing a comprehensive search plan with hundreds of individual ad groups, target marketing areas, keyword groups and creative messaging, is not a simple task. TOM monitors and makes necessary adjustments to our campaigns on a daily basis in order to reach our company’s recruitment goals,” says Todd Sanning, Director of Marketing at Crete Carrier.
We pride in our research such that often times, we discover subtle differences in how phrases are typed in the search browser, which helps us in creating focused ad groups, ads and content creation
According to Boesiger, as the PPC marketing becomes profitable to the client, the trend is to set aside a portion of the profits and invest the same in SEO and Social Media Marketing—where one bucket of marketing eventually pays for the other. For clients who have in-house staff to monitor and respond to the social media output, TOM provides analysis and oversight, and for clients who are not well versed in social media marketing strategies, it provides a more hands-on approach. “When we administer social media campaigns, it is for an important purpose like branding with the possibility of driving people to their website for future sales. We research Social Media data and how our client can take advantage of that to grow their brand. However, this is not for delivering quick lead generation. We implement branding marketing services, such as Display PPC or social media marketing, but only after the clients have plenty of leads rolling in,” reasons Boesiger.
Mobile Quotient - Stretching the Boundaries
In the wake of the constantly changing mobile technology, Boesiger emphasizes on the need to be aware of the delivery methods and the habits of desktop and laptop users. He explains, “It is very important to track mobile statistics, such as percentage of traffic, the type of device, and geography in both Google Analytics and other AdWords statistical analysis.”
Statistics reveal some interesting facts on mobile usage. The average user is on the web using his mobile device for more than sixty percent of the time. Further, seventy percent of all searches through mobile result in an action within an hour of the search being conducted–be it a phone call or contact information or application filled out or sale. Additionally, 50 percent of all mobile searches hope to elicit local results and 61 percent translates into a purchase.
“When we interact with a new client, we educate them on the intricacies of mobile marketing—how the average screen space taken up by advertisements is between 50 and 85 percent and how mobile text and banner ads should be formatted. Even if you have a number one ranking in an organic search, since mobile users have a tendency to click on targeted PPC Ads more than desktop or laptop users, it is important to make sure that you have a balanced approach towards mobile marketing, utilizing both PPC & SEO. PPC Advertising on mobile devices converts to leads and sales quicker as well,” he adds.
"We are measured by phone calls, contact forms, applications & sales"
Catalysts Scoping the Future of Marketing
Google’s continuing refinements on mobile search are making it more targeted and effective both at a local and national level. “Adding the ranking factor of a mobile optimized website at the page level will reward businesses that want to provide the best user experience on mobile devices,” he adds. Towards that line, TOM is currently working on a PPC campaign app that can be downloaded on phone or tablet to track conversion.
The Google AdWords App has made it easy for TOM to implement changes to AdWords campaigns leading to quicker calls, leads, and contact forms. With Google continuing to improve and expand mobile or tablet app conversions, good marketers gain even more data to track usable actions.
TOM continues to hone its core competence by building systems that deliver leads, utilizing tracking methods that complement Google Analytics while measuring the quality and quantity of leads. Google AdWords Tool, SEM Rush, Word tracker, and Spy Fu are just some of the tools TOM uses to help get all the different types of information. “We are constantly testing new call tracking sources, improving efficiency by working with the client to ensure that their most efficient staff contacts the written leads quickly. By keeping every task accounted for, no matter how small, we stay ahead of the game,” says Boesiger.
Boesiger reflects on the improvements in the Google Keyword Tool, which gives better data each month, not only for search, but also in the amount of opening bid estimates. He remarks,“ Even though we can bring down the cost per click substantially in about 90 days as the Ads & Keywords work closer together, it gives our clients a solid budget estimate to begin with.”
As a highly results-driven digital marketing agency, TOM is data oriented. Boesiger says, “We work well with organizations who understand how valuable it is to start with research and implement the same into their campaigns. The famous adage “Failing to plan is planning to fail” definitely holds true in the PPC world. We practice this.”