What are more affordable marketing efforts for a marketplace than Google Adwords?
I am working with a start up who have recently launched a property portal (marketplace) to rent or buy properties. The problem the company is experiencing is the COCA as all their traffic comes from Google Adwords and this is proving to be too expensive relative to the leads generated. Can anyone advise other marketing techniques the company could use that would generate cheaper leads to the site?
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In your specific niche, I would go for "content marketing". Just look at Forbes website, scroll down and you will see "Ads By Gravity". Click that and see if that would make sense for you. Than compare to Adwords and see which one has higher ROI for you.
Google Ad Words is a great way to kick start a website but is not cost effective as a long term strategy. New websites are great but if there is no ongoing on and off page optimization being done it will not be found by potential clients or ranked/indexed by Google's search engines.
If you would like to send me a link to the website I would be happy to run our SEO analysis on your website and provide you with insight and opportunities for improvement. Have your clients considered investing in a monthly ongoing SEO Service?
Honestly while new sites are great and pretty they can be bad for SEO. If you want to be competitive online and be on the first couple pages of Google and do not know SEO which is very complex and continuously changing you need to hire someone to do it. I guarantee the your competition/the companies currently ranking are investing in SEO Services on a regular basic and have made it part of their marketing strategy.
Let me know if you would like an analysis and I can send it out.
As many have posted, there are a few red flags here.
First, the number you should be looking at is your CPA (Cost per acquisition) or at least Cost per lead. From that perspective there are an endless number of options to get your cost down.
For Adwords – Target long tail keywords for cheaper, less competitive, more targeted ads. Work to get your quality score up - the price of your CPC will go down.
For your landing pages - Use A/B testing to use data to see what offers, call-to-actions, etc will convert more frequently. The higher % of conversions, the cheaper your CPA. I like using Optimizely for this.
Companies like http://www.ppc-essentials.com/ can help with this if you don't time to learn and develop it yourself.
Do some business development, to find opportunities to distribute other than PPC.
For example, find a thought leader/"influencer" in your space and negotiate an endorsement. Sometimes, this can be far more effective in getting the attention of your audience than a simple ad.
Create quality info that is helpful and push it out to networks with distribution streams such as Youtube, LinkedIn, Medium, etc. and/or create press releases.
Something is wrong if "all" your client's traffic is from PPC ads. I strongly recommend you look at their website and hire a respectable SEO firm to help. SEO costs should be fairly flat month to month irrespective of traffic.
They will need to broaden their digital marketing efforts as well: retargeting ads, blog posts, banner ads on other high traffic sites, Facebook and Linked In ads, etc.
You might also want to try some behavioral marketing software to further segment your client's customers. A good example is Silverpop. This might cost more now, but will save you money in the future by helping focus on only the tactics that work.
We do email marketing as commercially. If you want email marketing we can do on your behalf also you mention which specific category you want to target. mention country+city+category. Also we can provide you email database for the same, with nominal charges.
Clive ...Adwords is always going to be more expensive because you are competing with others who want the same simple keywords because Adwords acts at the end of the buying cycle (funnel).
1.) Consider using longer tail keywords to bring the cost per click down, but you may not get as many click-throughs.
2.) Consider using programmatic (real-time bidding) display advertising with retargeting. This will attract visitors to the top of the funnel. You can use a variety of criteria — demographic, behavior, keywords, geography, predictive-match, contextual — to create a highly targeted campaign.
3.) If your target audience is B2B you can also do account-based marketing. You can target specific titles within specific companies.
4.) If they aren't using social media, they could implement that.
Hi Clive, Is your client’s Cost of Customer Acquisition concern that the individual lead cost is too high, or that the lead conversion rate is too low? They are two very dissimilar issues and require drastically different approaches to their resolution.
Localize their Google positioning in the areas they serve.
Using Google Maps use a video/slideshare video also listed on youtube this will increase their prominence in local searches.
Get them to ask for and increase their positive reviews and links to and from other relevant websites.
You can use a different landing page to compare results.
We usually recommend a mix of channels to our clients. Depending on what their KPI is Facebook could work but you need to know how to best use Facebook's tools in order to reach your target audience. Content marketing and re-marketing should also be considered.