Many clients come to us asking the same question should I advertise on Google Search Network or the Display Network? At this point in time, it makes sense to advertise on both networks. Let’s take a look at the numbers…
First, what does he do?
He owns a construction company. He’s grown it from 1 employee and himself to 60 employees with multiple sites. He used to only work at his headquarters office but now spends time at one of his secondary offices as well. These days he’s working more in marketing than he is construction; his business has reached a point where he needs someone else for daily operations management and oversight so that he can focus on strategic priorities instead.
Second, how much money does he make from his website?
He earns $10,000 a month from his website. This is a very good income, but it’s important to realize that even though he earns 10K per month, his website only attracts around 100 visitors per day. The site has about two thousand pages. So every visitor who visits his site will visit about two thousand pages (average). It may be better for him to focus his time and money on driving more traffic rather than trying to increase revenue with Adsense.
Third, why isn’t he making enough revenue from PPC now?
What’s missing is the right focus. He needs to spend more time and resources creating keyword-rich ads that target people interested in using his services, instead of chasing high volumes of traffic through low-converting keywords. Rather than bidding on broad terms like plumber + your city, he should pay closer attention to the interests and intent of searchers like find a plumber near me.
Fourth, how can we figure out who his most profitable customer is and win him over instead of trying to reach everyone at once?
If we are trying to become a more profitable company, we need to know who our most profitable customers are. The best way for us to find out if we’re not already is by applying a cost-per-acquisition metric. By looking at all of our past campaigns and seeing which ones generated an extremely low cost per acquisition, or even a negative cost per acquisition, then we can figure out where our money should be spent going forward.
By looking at your clients’ conversion rates, location, and other demographics, it’s clear that more male shoppers are using smartphones. Adverts on smartphone devices will convert better than those placed elsewhere. So, there we have it – mobile advertising is a great option for Nicole’s clients who wish to reach male shoppers.