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Tips for Google Shopping Campaigns

Jul 14, 2016 By Melissa Cahill

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Tips for Google Shopping CampaignIf you are selling products on the Internet you’ve probably heard about Google’s Shopping Ads – maybe you are already advertising on Google’s Shopping platform. Shopping Ads can be a powerful boost to online sale, but only if campaigns are properly setup and maintained. Here are some things you should know if you want to run a successful Shopping campaign: [Read more…]

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Filed Under: PPC

SEO or PPC: Where to Invest Your Online Marketing Budget?

May 19, 2016 By Melissa Cahill

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SEO or PPC

Among the first things new clients want help with is figuring out where to spend their marketing dollars.  Many business owners are not terribly familiar with Internet marketing, especially “inbound” or search marketing (that is, marketing that is driven by Google or Bing searches conducted by customers who are seeking your products and/or services. Panoptic’s clients generally need help understanding the opportunities, and guidance in deciding between whether to start with SEO – search engine optimization – or paid search advertising (also called Pay Per Click, or PPC).

The biggest, most pressing question is usually “which will bring me the better return for my investment?”

[Read more…]

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Filed Under: PPC

Four Ways PPC Advertising Supports SEO

May 12, 2016 By Melissa Cahill

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4 Ways PPC suppot SEO

Why would you want to undertake a PPC campaign if you are already investing in SEO? Here are four good reasons:

1.  PPC is a great way to identify effective keywords and assess your competition.

Data you collect when running PPC advertising campaigns provides you with precious “long-tail keywords” and at the same time lets you see who is competing for similar phrases. This knowledge can be leveraged to strengthen your content marketing plan for better SEO.

PPC can help protect your top organic search ranking2.  PPC can help protect your top organic search ranking

SEO reality check: if and when your website reaches one of the top spots on Google or Bing search results pages (SERPs), chances are there will be at least a couple of paid ads appearing above your organic entry. It’s infuriating when you work so hard to keep your site ranking only to have potential customers see a competitor’s website on top.
PPC gives you a way to show your ads multiple times in different positions on the SERPs. So if your site already appears organically on the first page of Google you can more or less dominate that page using just a few sets of really relevant search phrases.

3.  PPC lets you reach a more focused target audience across a broad spectrum of sites

PPC ads aren’t limited to the three- or four-line text links you see on Google SERPs. You now have the ability to advertise on other websites (known as Google’s Display Network) to a very narrow audience segment, targeting them to users based on demographics (age, gender) and their preferred browsing topics and areas interests. You can select the types of websites you want to advertise on – or even select specific websites that you know to be popular with your likely customers. In this way you draw in new visitors and introduce them to your products and services even if they didn’t run a search. While it’s not exactly SEO, it does increase your visibility exponentially.

4. PPC keeps you “top of mind,” giving you a second chance to engage lost visitors.

Let’s imagine that a person who visits your site decides to leave without taking any action. Maybe they look around a bit, but they do not convert — that is, they don’t take the action you had hoped they would, like making a purchase or filling in an inquiry form. Running PPC ads on Google’s Display Network gives you a way to remind this visitor, “hey you might want to check back.”

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Filed Under: PPC

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From the Blog…

  • How to Boost Reach and Engagement Using Visual Content
  • 8 Ways to be SEO Ready in 2017
  • 5 Ways Online Reviews Help Your Local SEO and Your Business
  • 5 Ways to Improve Your Local Ranking with Google My Business
  • How Partnerships Expand Capabilities and Benefit Everyone

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Customer Testimonials

"Panoptic guided our non profit through both technical and organizational transitions, most recently bringing our website into the 21st century and raising our profile in the educational and independent media world." -- Greta Schiller, Director, Jezebel Productions

"If I need a website re-designed or created for Wordpress, I'm calling Panoptic again. Customer service is foremost. They aren't satisfied with the end product until you are." -- Greg Miller, Owner, Intelireach Marketing (White Label Client)

"Melissa and the Panoptic team were an important part of the SEO process during the development of the new Morvillo Abramowitz website." -- Paula Zirinsky, Marketing Director at Morvillo Abramowitz

"Panoptic has been instrumental in helping my company launch a successful social media campaign. Any time someone found my services on the web and booked them, it was Panoptic’s work that got them there!" -- Gina Bradley, Owner, Paddle Diva

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From the Blog

How to Boost Reach and Engagement Using Visual Content

By Redge Estebat

Creating and sharing visual content has been a marketing trend for several years now and it’s not about to fade anytime soon.  In fact, it has now become a MUST for any businesses that wants to be noticed on the internet.  These statistics testify to … Continue reading →

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