How to Get More Than Just Clicks From Your Pay-Per-Click (PPC) Campaigns
Pay-per-click (PPC) advertising is usually viewed as a one-way street to drive visitors to landing pages, but it’s a great place to mine data that can be used to improve your other digital marketing tactics. Surprised? Don’t be. Our PPC specialists point out that the process of setting up, running, and continually refining effective paid search campaigns yields a ton of data about your audience that can be applied across your digital marketing strategy.
How it works
First, you’ll need a PPC strategy. If you’re not already running PPC ads (or if you could use a refresh on how they work), we’ve written all about it in this blog post. Once your ads are running, the magic starts.
Analyze your ad and landing page performance to learn:
- What keywords to focus your SEO strategy on
- What types of content offers deliver the most qualified leads
- What topics to consider for further content development (e.g. eBooks, webinars, blog posts, etc.)
- (And quite a bit more)
Why we love it
PPC is an investment, and getting more from that investment gives you a competitive edge. And it works both ways. Data and insights from organic search, website leads, and other digital marketing metrics can be used to craft more effective PPC campaigns…which will lead to more effective SEO and more website leads…and so on.
We call it creating “digital marketing feedback loops,” and it’s where our clients see their return on investment (ROI) skyrocket.
Find out more: Dive into Vital’s approach to PPC here.
Which Vital team member once rang in the New Year in Ibague, Colombia?
(Scroll to the bottom to see the answer!)
So fresh, they still have that “new website” smell.
This technology company sources high-quality electronic components for all sorts of applications. Their corporate website needed product-focused eCommerce functionality, and its page-builder backend lacked the flexibility and scalability to nail the company’s SEO and sales objectives. We built them a great-looking new site with all the functionality they needed, plus a robust product search engine and product import that updates their catalog twice a day.
The founders of Blue Herring are out to revolutionize the way individuals and businesses buy life and disability insurance — but their original name and brand identity were stuck in a conventional financial services rut, and their website wasn’t bringing in leads. We helped them choose a unique new name and develop a brand that communicates the fresh approach that sets them apart. It all comes to life in a new website designed to educate and engage their audience while crushing their SEO and lead generation goals.
Baby, it’s cold outside. Time to cozy up with a warm beverage and a good holiday movie. The only hard part is deciding what to watch. Vital to the rescue! To find out the winner of our Christmas Movie Bracket, keep on scrolling.
Here’s the latest news from the Vital offices!
Welcome aboard to these new hires!
Katie Auger, Account Manager
Ryan Taylor, Senior Front End Developer
Greg Keegan, Paid Media Specialist
A round of applause for these promotions and title changes!
Sarah Tyrell, Account Manager
Ben Hallman, Digital Marketing Strategist
We celebrated milestones with:
Todd Wheeler, Lead Developer, 6 years
Emily Kwesell, Digital Marketing Consultant, 6 years
Michelle McAdams, Account Manager, 1 year
Kristen Luciano, Content Marketing Specialist, 2 years
Ethan Floyd, Senior SEO Coordinator, 1 year
2 new Vital babies have arrived in the world! Congrats to the proud parents.
The Vital Fun Committee is getting the whole office into the spirit of the season!
Operation Blessing is a nonprofit humanitarian organization dedicated to alleviating human suffering in the U.S. and around the world. Vital teamed up with their Portsmouth, NH, branch to donate over 40 gently used coats for those in need of some warmth this winter.
We’re collecting non-perishable food items to donate to a local food pantry over the holidays.
Vital Little Library
Thanks to Fun Committee member James Davis, our in-office lending library now includes books of all genres! Employees can drop off books to share with coworkers, or take one home to cuddle up with by the fire. (Or Yule log video stream.)
We’re breaking out the ugly holiday sweaters and swapping ornaments before taking off to enjoy the legendary Vital holiday break. That’s right — with a few exceptions for time-critical client work, we’ll be emptying out the offices from December 24 through January 2. It’s just one of the ways we recharge our batteries to make 2022 our best year yet!
We’re hiring! Check out these featured job openings. Apply, send to a friend, or share on social to help spread the word.
Digital Marketing Coordinator
When we say “plan the work, work the plan,” we’re looking at you. As our next digital marketing coordinator, you’ll have your hands in everything from planning to execution to reporting on the projects that drive client success.
If you’re a super organized, people-oriented digital marketing geek (or you aspire to be one) who likes a good challenge, a good client relationship, and a good, cold seltzer, you just might be perfect for this role. Join the team as the critical liaison between clients and our production team.
New PPC Bidding Strategies Slash Cost Per Lead
Our PPC team has been busy, testing new automated bidding strategies to help clients stay ahead of the competition. They struck gold with client Massage Chair Store, cutting cost per lead in half in just one month!
Get the lowdown on our PPC services here.
Video That Meets Buyers Where They Live
We’ve been working with client Merchants Auto to produce a series of video reviews to inform, engage, and convert car buyers. Independent studies have shown that people are increasingly using YouTube as a main source of information during their car-buying journey. Of those who used YouTube, over 70% report to have been influenced by the video they saw while searching the platform.
Check out the reviews on YouTube:
Learn more about Vital’s video production services here.
Want to chat about how Vital can help you meet your digital marketing goals? Contact us.
Senior Content Strategist Keith Cormier celebrated New Year’s Eve 2014 in style in the beautiful city of Ibague, Colombia. Says Keith: “Colombia has several unique traditions related to New Year’s Eve, two of which I participated in that night.”
- You eat 12 grapes, one for each month, and make a New Year’s wish for each grape.
- You pull or carry an empty suitcase around your block at midnight, in the hopes that you’ll travel in the New Year.
- You’re expected to wear a brand-new pair of underwear for the night. (And they should be yellow for some reason.)
- You should burn or blow up the año nuevo doll, which is a representation of the previous year.
Keith admits to eating grapes and wearing brand-new underwear, but were they yellow? He’ll never tell.