Diversely experienced marketing professional Justin Steinle has crafted a range of integrated advertising strategies. Justin Steinle draws on a detailed knowledge of interactive media campaigns, including pay-per-click (PPC) advertising.
Pay-per-click advertising enables a company to pay for prominent search result positioning. The company bids the amount that it is willing to pay for each click-through, and this amount is due whether or not the visitor makes a purchase. For this reason, companies engaged in pay-per-click advertising must carefully select keywords and copy to optimize results.
Experts suggest that companies specify keyword phrases and exclude variations, so as to minimize cost for searches that may be irrelevant. Companies can further reduce non-productive searches by designating negative keywords, such as individual words within a search phrase, to reduce the chances of an ad showing up in an unrelated search.
Companies can also optimize pay-per-click spending by assessing performance data and using that information to target day, time, and location. By reviewing conversion rates to determine an ad’s most productive times and places, an advertiser can make better decisions about where and when to run the ad.
Finally, all advertisers can work toward improving PPC results by optimizing results for mobile search. This means using mobile-specific language in the advertisement and designing the landing site for mobile use, so that users of such devices have a better experience. This is actionable regardless of an advertiser’s industry, as data shows a general increase in mobile site traffic overall.
University of Mary graduate and business professional Justin Steinle works as a senior executive in the direct-response marketing and advertising industry. Among the business tools that Justin Steinle offers to his clients is lead generation.
Lead generation is the process through which a company identifies and compiles the contact information of potential customers. The process of effective lead generation continues to evolve in the digital age, but certain tactics can be useful for modern companies who wish to leverage lead generation as a tool to boost profits.
It’s important for companies to focus on great content marketing. Companies that run a well-written blog and create quality long form content are setting themselves up for increased lead generation. Informative, clean content will help a company to build brand trust among its customers, who then become more open to the kind of social media advertising that generates leads.
Another crucial lead generation tip for companies is to establish straightforward expectations for potential customers who visit their websites. Businesses that clearly communicate how and when a customer can expect contact are more likely to influence customers to submit personal information. Companies can further encourage the submission of contact information by designing easily read online forms that only ask for necessary information, saving requests for more specific data until after initial contact.