New Research Report Ranks True Interactive a Leader for Pay-Per-Click Advertising

New Research Report Ranks True Interactive a Leader for Pay-Per-Click Advertising

Marketing

Normally we don’t talk about ourselves on our blog. But today is an exception.

I am pleased to announce that an independent report from Clutch has named True Interactive a market leader for pay-per-click (PPC) advertising – the second year in a row we have earned this distinction.

Clutch, a business-to-business research firm, evaluated and ranked global digital marketing agencies using a proprietary research methodology that incorporated factors ranging from the agency’s market presence to client reviews. The reviews covered agency attributes such as quality of work performed and project management skills. True Interactive was ranked one of 15 leaders in the Clutch digital agency matrix.

The year 2017 has been one of expansion for True Interactive. We’ve built upon our core offerings to provide services in areas such as content marketing and social media. Our evolution into broader forms of digital marketing was reflected in a June Clutch report that named us one of the leading all-around digital marketing agencies when compared to other Chicago-based firms.

The PPC report is special. It’s a ranking of agencies on a broader geographic scale, and it evaluates what has always been our bread-and-butter offering: performance media. I’m especially pleased that Clutch notes the enthusiasm of our clients. One client told Clutch, “It’s been nice to know that we can have a partner that will adapt to us and not charge extra for every little item” – which affirms our belief that the most effective client relationships are partnerships.

You can read more client input here. And here is a link to the entire report.

I’d like to give a shout-out to our clients and the hard-working True Interactive employees who partner with them. Happy holidays, and here’s to delivering more value in 2018!

Adapting Your PPC Strategy for Voice Search

Adapting Your PPC Strategy for Voice Search

Search Uncategorized

The evolution of artificial intelligence is changing the way people search online. Consumers are constantly connected to devices whether mobile, desktop, or tablet. And people are increasingly using voice search because of the proliferation of personal assistants on these devices such as Apple’s Siri, Microsoft’s Cortana, or Amazon’s Alexa. When utilizing voice search capabilities, consumers are exercising a more natural and conversational language, thus altering their search behavior. Consequently, brands need to alter their own behavior, including their strategies for pay-per-click (PPC) campaigns. Since people do not type and speak in the same manner, digital marketers need to understand how their audience relies on voice search in order to be relevant in the era of voice search.

Unfortunately, Google and Bing do not provide a way to pull data regarding voice searches. Voice searches are translated into text and listed as regular search queries. At times you might see, “Siri, can you . . . ” or “OK Google” before a search term, but that’s not always the case. Brands need not wait for technology to advance in order to adapt their PPC campaigns for voice search. Here are a few strategies to consider:

Evaluate

First, evaluate your search queries and look for conversional text. “Who,” “What,” “Where,” “When,” “Why,” and “How” are great phrases to focus on. Also, pay attention to any long-tail queries that include a natural phrase such as “near me” or “can I get the number for . . . ” Use these queries to understand what consumers want to know about your products or services. You can then gather those learnings to strategize a personal user experience for voice searchers.

People using voice search might seek a different user experience than what you’re providing for text searches. For example, the consumer might be trying to find “a plumber near me” but being driven to a landing page with a list of products on it. Once you know what your audience is looking for, determine if your paid advertisements and landing pages satisfy those searches so that you can improve performance for your PPC campaigns.

Optimize and Customize

Artificial intelligence encourages searchers to use conversational language. When trying to find an Italian restaurant in Chicago, one using voice search might ask: “What is the best Italian restaurant in Chicago?” However, if that same user wanted to search on a keyboard, they might type: “Best Italian restaurants Chicago.” The variation in tone shows that voice searches are looking for an immediate answer while text searches indicates that the consumer is still in the research phase.

Since voice search users are on the go looking for a quick direct answer, it’s important to optimize your content and ad copy to align with all the questions related to your offerings. Customize ad copy and drive traffic to a high-quality content landing page to ensure a better user experience and quality score. It’s also important to incorporate human-like content in your search ads and landing pages to match the natural phrases being searched.

Listen and Learn

Since voice search is becoming more widely adopted, especially for millennials, we can predict that we will see more PPC advancements and features to come focused around artificial intelligence. Even though we cannot track data for voice search yet, take advantage of what we have access to now by creating tests and strategies. Once you understand how your audience is using voice search, you can begin to prepare your PPC campaigns for the growth of artificial intelligence.