When Bigger Isn’t Better: How Small Companies Can Win at PPC |  |
- When Bigger Isn’t Better: How Small Companies Can Win at PPC
- Motorola’s Moto X Expects to Rival iPhone 5, Galaxy S4
- Mobile Payments are Exploding: What You Need to Know as a Retailer
- Small Businesses Created 45 Percent of the New Jobs in June
- How Do Consumers Buy Online?
| When Bigger Isn’t Better: How Small Companies Can Win at PPC Posted: 17 Jul 2013 04:00 PM PDT A while back, my colleague, Elisa Gabbert, discussed why SEO is harder for small businesses and came up with 10 reasons that big companies with their larger budgets can more easily succeed at organic search marketing. You'd think the same would be true for paid search: huge PPC budgets. More hiring freedom, etc. Well, maybe it should be easy for big brands to kill at PPC, but they certainly don't as a rule. Below, I'll explain why so many businesses of all sizes are failing at PPC, and how you can buck the trend. The Single Biggest Cause of Failure in PPCRecently, during a webinar, we asked a non-scientific poll of approximately 200 AdWords advertisers the following question:
Respondents painted a very rosy picture. The overwhelming majority (87%) reported doing some activity every week:
But what PPC marketers say they do and what they really do are two different things. To verify whether it's really true that most marketers do some work in their PPC accounts every week, I used the Change History log in AdWords to manually check the account activity levels for 200+ businesses that recently became WordStream customers. For the date range, I looked at activity in the 30 days prior to signing on with the WordStream software. Here's what I found:
The "Activity Index" on the Y-axis is a measurement of how active an advertiser is in terms of doing PPC account optimization, with more intensive optimizations (like creating a new campaign) given more weight than less significant optimizations (like changing a single keyword bid). As you can see, even from this rough graph:
Leaving your account on autopilot is how even huge companies like eBay end up making fools of themselves in paid search. How Small Companies Can Win at PPCSlow and Steady Wins the RaceI believe the single most significant predictor of PPC success is not budget, but time put in. We've analyzed thousands of AdWords accounts, representing well over a billion in collective advertising spend, and found that the companies with the best results almost invariably spend more time working on their campaigns. But wait, you say, PPC isn't my full-time job. I've got other responsibilities on my plate. The good news is, you don't have to devote 40, 30, 20 or even 10 hours a week to PPC to be doing better than most of your competitors. Just logging into AdWords once a week and spending half an hour to an hour doing some optimization will put you in the upper echelon when it comes to account activity. So what do you do with that half hour? You do stuff like:
Little by little, this stuff makes a difference. So don't get discouraged. Even small companies can make paid search work for them with a little elbow grease. The post When Bigger Isn't Better: How Small Companies Can Win at PPC appeared first on Small Business Trends. |
| Motorola’s Moto X Expects to Rival iPhone 5, Galaxy S4 Posted: 17 Jul 2013 01:30 PM PDT
If you’re planning to buy new smartphones for your business this summer, better hang on. Motorola is expected to introduce four new phones soon including its new “flagship,” the Motorola Moto X, and three Droid phones specifically for Verizon Wireless. All four phones represent a significant milestone. They are the first phones to be introduced by the mobile pioneer since it was acquired by Google last year. The new smartphones are led by the Moto X expected to compete directly with the Apple iPhone 5 and Samsung Galaxy S4. The device could retail for about $599, reports the Wall Street Journal. However, another source, TheVerge.com, speculates a much lower price around $199 to give Motorola a foothold in the affordable smartphone market. First Glimpse of Moto X Shows Google Now, MoreOne of the first glimpses of the new Moto X is offered through a promotional ad from Rogers Communications, a Canadian telecommunications company. The ad shows a phone available in simple black or white and equipped with Google Now, an intelligent personal assistant app designed by Google to listen and respond to questions. Without ever needing to touch the screen, the user can get directions, set alarms and more simply by speaking. The new phone also includes “active updates” which let you know about information like incoming e-mails with silent on-screen notifications allowing you to decide what demands your immediate attention. Moto X also boasts a simple to use camera. Two twists of your wrist with phone in hand activates the camera feature and simply touching the screen allows you to snap photos. See the full ad in the video below. Variety of Colors, Customized WallpaperAnother report earlier this month from ABC News suggested the Moto X would also be available in a pallet of colors, with custom wallpaper and custom engraving, a feature initially introduced by Apple with the iPhone. The devices are also expected to be made in the U.S. at a new 500,000-foot factory in Texas. The Wall Street Journal reports Motorola will be limiting the amount of software and other apps, sometimes called “bloatware,” installed by carriers selling the device. New Droids Also Coming SoonSeveral media sources also announce the imminent arrival of three new Droid phones for Verizon Wireless, a longtime partner with Motorola. The devices include the Droid Ultra, Droid Maxx, and Droid Mini replacing the Droid RAZR HD, RAZR Maxx HD, and RAZR M introduced last summer. A recent tweet from EVLeaks shows a glimpse of the three new phones.
Specifications for all three devices remain a mystery but a report from TheVerge.com suggests they will be available in a variety of colors and will be durable being described by one website as being “tough as steel.” The Droid Ultra may be priced in the $199 range when purchased under contract with the carrier while the Maxx is expected to cost a bit more due to its longer battery life. All three phones, like the Moto X, are expected to be introduced later this summer. The post Motorola’s Moto X Expects to Rival iPhone 5, Galaxy S4 appeared first on Small Business Trends. |
| Mobile Payments are Exploding: What You Need to Know as a Retailer Posted: 17 Jul 2013 11:00 AM PDT Sponsored Post
Accepting payments via mobile device is becoming more and more mainstream. Right now, we are in the midst of a growth spurt that will see mobile payments in the U.S. hit $90 billion by 2017, according to a Forrester Research report released earlier this year. That's up from $12.8 billion spent in 2012, the report states. It's also easier than ever to join the party, and retailers have an almost overwhelming number of options. There are several companies that cater to each type of mobile payment. Some companies (like Square) you are likely familiar with, but there are new faces popping up all the time. It pays to check with your bank or merchant service provider to see what they have to offer. Organizations, like Community Merchants USA, also have resources on mobile payments and acceptance in order to help businesses understand this growing and rapidly changing method of payment. To help you find the best fit for your business, here are a few things to consider when choosing your mobile payment processor: What Type of Mobile Payment Works for You?If you are not ready to let go of swiping a physical credit or debit card, there are a number of companies that allow you to use a card reader inserted right into your smartphone or tablet, including: If you're looking for something that doesn't necessarily require a card, you have options there as well: LevelUp allows customers to present a QR code (linked to their credit or debit card) from their smartphones for payment. The retailer then uses a LevelUp terminal to scan the code to complete the transaction. Similarly, MasterCard's PayPass and Visa's payWave use near field communication (NFC) technology to accept payments. Customers with NFC-enabled smartphones just tap or hover their phone over the terminal to make a payment. Both PayPass and payWave accept NFC-enabled credit cards as well, and PayPass also accepts payments from Google Wallet. How Much Will it Cost?Transaction fees for mobile payments are relatively cheap and simple to understand. Many companies advertise a flat rate per transaction with no hidden fees or monthly charges, but most also charge a higher rate for cards that are manually entered or keyed in. Advertised fees typically hover around 2 to 3% of the total payment per swipe. Groupon's Breadcrumb is on the low end of that range, advertising 1.8% plus $0.15 per swipe, while Square and GoPayment advertise 2.75% per swipe. Some companies offer a lower per-swipe rate for an additional monthly fee. For example, GoPayment offers an option to pay $12.95 per month for a 1.75% per swipe fee. LevelUp is unique in offering completely free credit card processing if you participate in their Interchange Zero program. The program requires you to run a marketing campaign with LevelUp and for every dollar your customer spends as a result of that campaign, $0.40 goes to LevelUp. Will it Work With What You Already Have?The majority of card readers and apps will work with both iOS and Android devices, but it's more difficult to find those that support BlackBerry. PayAnywhere and ROAMpay are two companies that have something for all three. What Are the Perks?All mobile payment processors offer credit card transactions that are convenient and quick, so what else can they do for you? There are many different features available from various companies. Intuit’s GoPayment will sync information with your QuickBooks program. Groupon's Breadcrumb Payments offers a plan with features specifically tailored to restaurants and bars. PayPal Here also accepts checks and PayPal payments. Find the company that gives you the most value for your needs. Stay Open-MindedThere are a lot of possibilities out there, and this article is in no way a complete list. No matter what approach you consider, keep in mind that the mobile payments industry is growing and evolving. It's a good idea to remain flexible and be wary of committing to a mobile payment method or company that restricts you from future options. Don’t Forget to Ask Them to Show You the MoneyMake sure you are aware of the program requirements as to when you will get paid. Here are two important questions to ask: 1. When are your funds available?Groupon's Breadcrumb advertises next business day deposits into your bank, but with PayPal Here, funds are available in your PayPal account within minutes. 2. Are there any limits?Square, for example, has a weekly deposit limit on manually-entered card transactions. The post Mobile Payments are Exploding: What You Need to Know as a Retailer appeared first on Small Business Trends. |
| Small Businesses Created 45 Percent of the New Jobs in June Posted: 17 Jul 2013 08:00 AM PDT
Small businesses continue to spur U.S. job growth. Companies with fewer than 50 employees created 45 percent of the 188,000 new jobs in June, a recently released ADP National Employment Report said. The 84,000 jobs created by small firms represent nearly half of the jobs created by U.S. businesses and the percentage of jobs created by small companies continues to grow. This is the second consecutive month for growth in job creation among smaller firms. In May, small businesses created 63,000 jobs, up from 57,000 in April. That month saw a major decline from March’s 72,000 jobs added by smaller companies. Smallest of the Small Carry the LoadAlso, as in previous months, the smallest of the small represented the majority of small business job creation, the ADP Small Business Report said. Between May and June, 54,000 jobs were created by businesses with less than 20 employees. By comparison, businesses with 20-49 employees added 31,000 jobs during the same period. The results are part of an ongoing trend. In May, companies with between 1 and 20 employees created 37,000 of the 58,000 jobs credited to small businesses. And in April, businesses in the same category created 34,000 of the 50,000 jobs added by small businesses as a whole. Where Job Growth OccurredAs usual the largest job growth occurred in the service sector with small businesses creating about 70,000 of these jobs. The sector includes jobs pouring lattes but there are many other kinds of jobs and businesses represented as well. The service sector includes financial, professional and business services, but also includes employees like restaurant workers, housekeepers, teachers, health care workers and retail sales workers too. June also saw the largest increase of jobs in the goods producing sector in four months with 27,000 new jobs added, 14,000 among smaller companies. For small businesses, this sector includes mainly construction and manufacturing. Obamacare Not Affecting Job Growth … YetIt’s obvious that companies with fewer than 50 employees continue to represent a growing percentage of jobs being created. Fifty full-time employees is the number at which businesses will be required under the new Patient Protection and Affordable Care Act to provide medical benefits or pay a penalty per employee for not offering them by Jan. 1, 2015. Still, in a prepared statement issued with the report (PDF), Mark Zandi, chief economist of Moody's Analytics, insisted:
Has your small business added any jobs in the last few months? Do you have any plans to do so in the near future? Job Growth Photo via Shutterstock The post Small Businesses Created 45 Percent of the New Jobs in June appeared first on Small Business Trends. |
| Posted: 17 Jul 2013 05:00 AM PDT
[Click for full infographic] So how do consumers buy online? From showrooming worries to mcommerce trends, small retailers and e-tailers have a lot of issues to keep up with these days. A new study from Shopzilla that polled Internet users about their online shopping habits has some useful insights. Below is some of what they found. What Inspires Purchasing?In terms of advertising and marketing outreach, store emails were the top driver of online sales (11 percent), beating out magazine ads (8 percent), blogs or online content sites (4 percent), and Facebook (2 percent) in this regard. However, impulse buys are a bigger factor than any type of advertising or marketing. Nearly one-third of customers say they ran across their most recent purchase while surfing the Web,25 percent say they found it after they went looking for a specific item, and 8 percent say they saw it while "out and about" shopping. Where Are They Buying?One place employees aren't shopping is at work—just 17 percent of purchases were made from the office, while 70 percent were made at home. In terms of device, the vast majority of online sales (85 percent) still take place on a desktop computer. iPads ranked second, with 11 percent of overall purchases taking place on an iPad (fewer than 1 percent of sales were made on any other type of tablet). For those with household incomes of $150K and above, 20 percent of purchases were made on an iPad. Despite lots of mcommerce hype, mobile phones are still just minimal contributors to online sales–less than 5 percent of sales were made on any type of smartphone. (I've seen other surveys that show much higher usage of mobile phones for shopping.) What Are They Spending?The good news for retailers is that more than 50 percent of consumers feel confident about spending. Overall, 28 percent feel free to spend, and 31 percent expect to spend more than they did in the previous month. That doesn't mean consumers are throwing money around, however. Price remains a huge factor, with 75 percent of shoppers saying price influenced their purchases, and 79 percent reporting they bought from the site offering the best price. Six in 10 bought items on sale, more than half (54 percent) ordered from sites that offer free shipping, and 33 percent used coupons. Are They Really Showrooming?Showrooming (looking at a product in-store, then buying it from a competitor online) isn't an issue for most online shoppers since the majority (78 percent) never bother to look at the product in a store before buying. Only 12 percent see a product in a store, then buy from that store or its website. Just 10 percent look at the product in-store before if someplace else. What it Means to Your BusinessSerendipity is Still a Huge Factor in Online PurchasesSince shoppers are often influenced by something they see online while looking for something else, consider adding suggestions to your ecommerce site (such as displaying related or complementary items in the sidebar while customers are shopping), making suggestions for additional purchases during the checkout process, or serving ads related to shoppers' past browsing history when they leave your site. iPads Are Growing StrongClearly, the iPad is a major contender when it comes to mobile shopping. Particularly if you target upscale consumers, it's crucial to develop a tablet-optimized ecommerce site. If you have a retail store without an ecommerce component, look into ways to use tablets in your store, such as by providing additional information about your inventory to shoppers or enabling mobile payments to speed checkout. Time Your Emails RightAmong the marketing strategies you can use, email marketing matters the most. However, with shoppers rarely surfing shopping sites during work hours, timing your emails for evenings and weekends, or right before the lunch hour, is most likely to yield maximum results. The post How Do Consumers Buy Online? appeared first on Small Business Trends. |
| You are subscribed to email updates from Small Business Trends To stop receiving these emails, you may unsubscribe now. | Email delivery powered by Google |
| Google Inc., 20 West Kinzie, Chicago IL USA 60610 | |
No comments:
Post a Comment