8 Proven Ways to Improve Your PPC Performance

Improve Your Underperforming B2B PPC Campaigns - 8 Proven Ways to Improve Your PPC Performance

The advent of the internet and technology has given birth to a new world of marketing mediums that can be primarily be categorized under digital marketing. Under this banner, Pay Per Click marketing is a popular advertising format that maximizes marketing dollars by charging the seller only when his ad receives a click from an internet user.

Search engine giants Bing and Google hold advertising auctions where the greatest bidding party gains the most online exposure. The stability and flexibility of the pay per click advertising model has elevated it into the preferred, elite classes of digital marketing. It gravitates relevant, targeted traffic to your site and all you have to do is optimize your Pay per click focused marketing campaigns. Speaking of which, the team at Summon Digital were more than happy to share a few recommendations on how you can easily improve your campaigns.

Campaign Objective

Work backwards from your desired marketing results as it will help you identify the accurate objective you wish to achieve. Although the majority of pay per click advertisements commence with the derivation of keywords and its strategy, dare to be different and take a look at the sales or leads you wish to acquire.

Go into your ads, how they would be present on advertising platforms and keywords. This will allow you to analyse all possible aspects of the customer thought process and truly gain a grasp on his motivation- the secret to conversions.

Well Performing Keywords

Keywords are the foundation of any successful pay per click campaign. In order to assess the quality of your campaign, you must check the performance of your selected keywords and constantly monitor them. Just access the associated report to determine which keyword is doing well and generating pertinent traffic for you.

It is vital to update and change your bidding strategy for the keywords, so you can optimize them. Ask yourself if the keywords you have chosen are leading to conversions. If the voice in your head responds in the negative, then that means something has to be done. If it’s brand awareness or website traffic increments that you are after, then allocate your money to those keywords that are bringing in clicks and impressions.

Put a pause on those keywords that are costing you money and lowering the scale of your performance.

Manage Landing Pages

If your landing page is unattractive, then no matter how amazing your proposition is- it is unlikely that your prospective consumer will stick around long enough to gain complete information about your value proposition.

Your landing page must have a clear call to action, easy to locate buttons, sufficient informative copy and an overall clean design. Play around with the length of the landing page to determine what works best for you. Some marketing gurus advocate lengthier landing pages whilst other swear by shorter ones.

Make sure your design is aesthetically appealing and have compelling images on it to encourage conversions. The copy should be benefit focused and convince the potential customer to convert into a lead.

Ad Copy

Speaking of content and advertising copy, it is the single most powerful variable that can retain your consumer’s attention and make the difference. Your pay per click campaign can be the most amazing in the world- but without incredible copy to back it up – it will not be successful.

A good call to action and updated ad content need to be part of an effective pay per click campaign. To generate the most optimal performance, keep holding A/B tests and change your ad copy to test what works and what does not. Try to design your advertisements to be mobile friendly as it will increase your click through rate.

Quality Score

As the term denotes – the quality score appraises your advertising content, your landing page, the past patterns of your account and your keywords. It is evident at this point now that utilizing pertinent keywords on your website copy is critical to the outcome of paid search queries.

If your quality score is high, then it will help you appear higher in the paid result pages simultaneously decrease your costs. Simply include your selected keywords in your landing page’s content as well as your ad copy as it will significantly impact your click-through rate and quality score.

Monitor Incoming Mediums

You will find it interesting to learn that most commercial ventures are astonished to learn that at least one, if not more, of their incoming marketing mediums, are not monitored effectually. For instance, incoming phone calls are often missed out upon. If you wish to track an incoming channel, you may want to consider setting up a dedicated unique phone number for that particular campaign. Put in a tracking code or another form to track the origin of your lead or sales. This will also allow you to understand what channels work more effectively and how you can use that to your advantage in the future.

Test Away

Please note that conducing a single A/B test is not adequate. As you may know, A/B tests scrutinize different variables. Due to this, you may want to consider testing sundry variables and hence holding multiple tests.

Of course, you will have to test them against the controls you are taking on to define their accuracy. These test results can be used by you to increase conversion rates through statistical calculations rather than random estimations. All this will impact your conversion rates as even the smallest changes can increase them.


All customers need an incentive to respond favourably to your wanted call of action. Items such as special coupons, voucher codes, gifts, discount offers etc will push them in that direction and get the moving. After all, why should they click on your ad campaign? What is in it for them? Utilize your ongoing promotions to increase your online conversions.

Do remind yourself to not just keep your ad about the sales-oriented offer as it could cause misleading figures on your conversion rates. The value has to be beyond monetary. Go the extra mile and discuss the benefit they would receive from obtaining your offer.

Let’s Talk Advertising: Best Forms of Advertising for Your Business

When no one knows that your business exists, how are you expected to make a profit? When thinking of a business, it is also important that you consider what form of advertising is best. Luckily for businesses that exist today, there are more forms of advertising to choose from.


Social Media

This is something that is the most preferred method of advertising for a lot of startups and small businesses. Social media advertising costs relatively nothing unless you’re signing up for ‘sponsored’ posts. This is when your posts pop up in the feeds of users who do not even follow your page.

Sponsored posts are a great way of getting a boost and getting massive exposure across the platform.


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Print ads are considered to be a traditional form of advertising. These involve billboards, handouts, brochures, posters, and even the sort of ads that is printed and posted on the side of vehicles. Mobile ads are still print ads.

These can be a little costly, particularly since when it comes to handouts and brochures, you will need a lot of them in order to cover a lot of ground.


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Undoubtedly one of the more expensive forms of advertising, television ads can really drain funds if you aren’t careful. In the US, there are television ads that can play locally or nationally. What would be important is to consider the market that you are targeting.

For most small businesses, it would be smart to target your local area first before going state-wide.


13 - Let’s Talk Advertising: Best Forms of Advertising for Your Business

If there is anything that you can rely on is that a good radio ad can really stick in the mind of consumers. Coming up with a catchy tune or a memorable slogan can really do wonders for your business. Get to know the popular radio stations in your area and get in touch.

They’ll let you know how much their rates are—which is important before you go and record your ad which may take a bit of money as well.

As You Can See

There are a lot of advertising options to choose from. Just because something is new or something is traditional does not automatically mean that it is the best fit for your business. As the owner, you will need to determine which one is best for you. If you do not know which one works, don’t be afraid to seek for help. There are advertising companies out there that can build proposals on your behalf until you get your bearings.

As you are presently, what form of advertising works best for your business?

Business Advice: What Do You Do When a Client or Customer Complains?

If there is anything that we have learned about customers, it is this: they are very vocal when it comes to something that displeases them. It would be highly important for any boss to know how to deal with it when it arises.

Here are a few pieces of advice borne out of our personal experiences:

Stay Calm

Cooler heads will always prevail. An irate customer will only level up in their rage if you are meeting them on that wavelength. Unless the customer is threatening you or your employees with bodily harm, it is always good to exercise patience.

No, you do not have to smile at the irate customer. However, take care to keep your face blank of any unpleasantness in order to smooth over the situation.

Assess Legitimacy of Complaint

A lot of the time, people tend to complain for the sake of complaining. One time, we had a guy come in and pick a fight with our staff—he found fault with everything. In the end, it turns out that he didn’t actually have a complaint and simply needed to pick a fight in order to sort out some stress from his system.

As a boss, you need to train your people to be able to assess the legitimacy of a complaint. This will save you all from a lot of unnecessary trouble down the road.

No, the Customer is NOT Always Right

If there was anything that we’ve learned in our years of being in business, there will always be an unending supply of unreasonable people that are empowered with the wrong belief that “the customer is always right”. This is the stick that they use to beat people in businesses when they aren’t getting their way.

As a boss, it is important that you are able to assess where the issue is from. If the irate customer is being completely unreasonable or abusive towards you or your employee, you need to step up.

Keep Receipts

This refers to documentation of the issue. If a complaint has been logged, it would be good to be aware of it. Assess where the issue stems from and keep a record of it. This will help you improve your processes and safeguard any reoccurrences from happening.

When we refer to documentation, you need to have the issue, the handling, and the eventual resolution. Keep them so that you can always look back and draw lessons from them.

As You Can See

Customers are the lifeblood of any business. While yes, it is important that they are kept happy, you should never do it at the cost of a good employee. As a boss, it is important that you be able to ascertain the validity of the complaint and how it should be handled. If the complaint stems from an employee error, you need to be able to make good judgments not just about this time but how to avoid similar instances in the future.

When it comes down to it, what do you do when a client complaints?

Going Paperless: Benefits of Having a Paperless Office

One of the best things about modern technology is that we are constantly given new options to better our business processes. Today, let’s take a look at the idea of going ‘paperless’.

What is meant by “paperless”?

Any business will have a lot of paperwork. Letters, memos, records, and so many other things are printed on paper and passed around through the office. Going paperless means exactly what it sounds like: removing all the paper and going completely, if not mostly, digital.

Why go paperless?

Going paperless has a variety of benefits for any office or business. Here are a few:

Better Organization

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Businesses that go paperless are able to maintain a better organized dissemination of information. Gone will be the days of having to sift through dozens of physical files or file cabinets to search for the document that you need. Gone will be the days where you run the risk of accidentally throwing away and important file.

Information Security

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Going paperless means that businesses put extra locks on the information that they have. Since information has gone digital, there are firewalls, passwords, and encryptions that can be done to ensure that no leaks will occur.

Gone will be the days where a disgruntled employee swipes away client information. Customers will be glad to know that their information is better protected.

Lowers Overall Supplies Cost

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When paper is primarily used in an office, this means that there must be a working printer and a scanner in the office. In some cases, a fax machine will be crucial as well. This means that there will be massive things that will constantly consume electricity.

Not to mention the fact that using paper will mean that you will always need to have stock lying around in the office. If the documents are several pages, you will need folders, staplers, and so many other things.

Faster Communication

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Paperless offices have highly efficient communication routes. Information is disbursed electronically so if you need something from anyone in your office, you can send them a message. A bonus perk is that you’ll be able to see if they’ve read the message or not.

This lowers the risk of the “I haven’t seen it” or the “I haven’t received a message” excuse. Paperless offices have digital trails that are easy to keep track of making accountability a priority for everyone.

As You Can See

There are a lot of different benefits to going paperless in your office. While we’re not saying that you should go paperless when it is presently outside of your capacity to do so, we’re hoping that you have a better idea of what you have to gain from it.

What benefits do you foresee for your office if you go paperless?

Building Your Startup: 3 Things You Need to Have

For those who are unfamiliar with the idea of a startup or how to get one started, you may find today’s discussion to be rather important for your needs. A start-up is normally what is called a newly established business—one that has not even lasted a few months. In the recent years, there have been a spur of startups that have permeated the market. This is actually a good thing.

If you’re planning on building your own start-up, it is important that you check if you have these three things:

Business Plan

A business plan is one of the more basic things that any budding business owner will want to have. You can think of this as the roadmap that you make for yourself in order to attain and end goal. A business plan factors in the different aspects that your business will need to have.


Of course, any business will need capital to fund it. Whether it is capital that has been amassed through the years or something that will be obtained through a loan, this is money that should be more than enough to address any issues that may come up.

Realistically, your capital must survive the first couple months of operation. If your business isn’t bringing in money by the third or fourth month, you may have to consider changes to your business plan.

Identified Customers

In order for your business to have a chance of surviving, it needs to have identified customers from the start. Who are you offering your product or services to? What assurance do you have that your business is something that will be patronized?

Such questions need to be addressed in order to sure of your potential client base.

As You Can See

A startup needs several other things but we believe that these are the more important ones. If you are thinking of establishing your own startup, we highly recommend that you apply due diligence in every aspect. We also hope that the few ideas we’ve listed end up being valuable to you.

What other things do you need a start-up needs?

Social Media and Businesses: How It Helps Businesses Today

Unless you’ve been living under a rock, chances are you are very much aware of social media. It’s a great tool for connecting friends and families to each other. As it turns out, it helps businesses, too. Here are a few ways that social media has really helped businesses today:

Cost-Efficient Marketing

Most social media platforms like Facebook, Instagram, Twitter, and others are free to join. There’s literally nothing you have to pay for when using those sites. At the most, what you pay for would be your internet plan.

Social media is a truly cost-efficient way to get started on any marketing campaign.

Viral Campaigns

One of the best ways to catch the attention of the general populace is through viral campaigns. These need to be thought over quite carefully and should always be for the right reasons. Social media is a dual sided blade.

It can be used to obtain the approval of the market. At the same time, a bad viral campaign can be sure to tarnish your business’s reputation—if only for a little while.

Customer Engagement

Social media is best when you’re trying to cultivate a good reputation with anyone who would want to patronize your business. Social media is the preferred tool that consumers use to find out more about a certain product or service.

You need to make sure that whoever is handling your social media is well-versed in polite conversation and can answer questions sufficiently. No one likes to message a business only to be met with a robot or an automatic response.

As You Can See

Social media is a really good tool to take advantage of. Much like with everything, however, it needs to be utilized properly in order to have a positive effect on a business. When you have your business set-up, how do you plan on utilizing social media?

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