For nearly two decades since we’ve started providing funeral homes with high quality Internet marketing services, we’ve seen how things changed. Pay-Per-Click (PPC) has seen tremendous changes not only in the user-interface level, but, most importantly, in how the game is played. Just last year, many new features have been launched in Google’s AdWords and Bing Ads. Social media PPC providers such as Twitter, Facebook, and LinkedIn also implemented various changes.
But in the midst of all the changes that happen within the PPC space, there are three things in online marketing that funeral homes should focus on to get ahead in this industry. Experts agree that online marketers should focus on taking advantage of Google’s Product Listing Ads, Retargeting or Remarketing, and social media PPC ads.
Let’s take a look at these three that are certain to make huge impact to your online funeral marketing this year.
Google’s Shopping Campaigns
Google’s Shopping Campaigns was known as Product Listing Ads until October of 2014. These types of ads have made significant impact on search engine results pages (SERPs).
These product ads are triggered by keywords and they show on top right placed in a red box on Google’s SERPs. This effectively catches the searchers’ attention, especially that it contains user ratings and the items’ prices. Shopping Campaigns have been shown to beat text-based PPC ads in terms of click-throughs.
In 2015, Shopping Campaigns was still in its infancy, but this year, we can expect to see substantial improvements as Google continues to refine the technologies behind it. Bing also has this type of ads service, which is set to go head-to-head with Google.
We can help you set this up for your funeral home, especially for your merchandise that you want to gain significant real estate in Google’s SERPs. Contact us for more information.
Remarketing Ads will become better and bigger
We’ve talked about PPC remarketing over and over in our previous posts, and we’re going to talk some more about it. That’s because it couldn’t be emphasized enough: Remarketing ads will grow bigger and better this year.
What remarketing does is that your urn or casket ads, for example, could be programmed to follow searchers around the Internet for a couple of days. It works even when users switch between devices, i.e. desktop to mobile or tablet. It helps users to complete a previously abandoned cart at checkout, or remind them of a product that they viewed.
You can use PPC remarketing for Google, Bing, and Facebook.
We can help you set up this powerful PPC technology for your funeral home to help you gain more targeted clicks and better conversions for your advertising budget.
The shift from free to paid social media exposure
When social media giant Facebook launched their Pages for business, marketers were excited. Imagine getting free and significant exposure to millions of people. For years, businesses did get huge numbers of audience, but then Facebook changed their algorithm so that only Pages using their ads service are shown to the right audience.
Almost instantly, some businesses (free users) saw a dramatic drop in traffic. Some nearly saw zero traffic after the change has been implemented. We can’t blame Facebook. They’re out to make money. So it was their way of making a statement that they have billions of eyeballs that you want some piece of. If you want exposure, you’re going to have to pay.
Don’t exclude Facebook from your funeral home’s marketing strategy. Indeed, many businesses and organizations swear by their PPC service. We can also help you set it up for your funeral home.
PPC will provide more opportunities for your funeral home as it is set to become better at serving ads across all devices this year. Make your funeral home ready for a better PPC campaign this year by allowing to help you set things up. Call us at (800) 810-3595 today for more information.