LionShark Digital Marketing Blog

Now Is the Time for PPC Advertising

7/21/2020

Research from previous recessions shows us that clear-cutting spending during a downturn isn’t the right strategy. Instead, shrewd pruning is necessary to steward profits responsibly and free up cash for recovery efforts. However, all marketing isn’t created equal – unfortunately, it’s often treated that way when budgets are tightened.

The businessowners I’m talking with right now fall into one of two categories – those that are currently spending money on paid search advertising (PPC) and aren’t sure if they should continue, and those that haven’t utilized PPC yet and are hesitant to try a new strategy in the midst of a risky economic climate. (In case you were wondering why I haven’t been talking to anyone who’s confidently using PPC and plans to continue, it’s not because those people don’t exist – it’s because those people are just quietly fueling their revenue growth using PPC and don’t plan on changing their online strategy any time soon.)

If you’re already using PPC as part of your marketing plan, now is the time to double down on your advertising spend. If you haven’t tried PPC yet, now is the time to get started. The search space is ripe with opportunity right now.

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How to Build a Business When You’re Busy

9/3/2019

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It’s no secret that I’ve taken a fairly lengthy hiatus from writing for this blog. Fortunately, that 7-month break was due to being busy with client work, and not some sort of disaster or tragedy. Regardless of the reason, however, it was an unacceptable radio silence that I’m going to try my best not to repeat.

So, how did I get to this point? And what did I learn in the process?

Five years ago, I started this business and I forced myself to adhere to a rigid publishing schedule. I wrote a ton of articles that I thought were helpful and actionable. However, what I found was that only a few articles were bringing in traffic and leads. An extremely demanding content schedule was killing me and, according to the data, it wasn’t even fruitful work.

So, two years ago I decided to relax my expectations. Instead of posting 1-2 times a week, I aimed to post 1-2 times a month. I reasoned that by writing less, I would avoid the writing fatigue I was experiencing and also be able to spend more time on each article to produce better quality content in the process. Win-win!

This strategy was going well until earlier this year, when I just stopped. At least that’s what it looked like from a reader’s perspective.

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9 Things You’ve Never Thought to Include in Your PPC Ads

8/22/2018

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PPC ads and keywords are the essence of a paid search account. Without persuasive ads and comprehensive keywords, PPC efforts are doomed to fail. But as paid search has become more competitive, it’s gotten harder to create ads that stand out. The old tricks of including keywords and dynamic keyword insertion in ad text have begun to feel passé, and simply sprinkling in juicy offers and promotional coupon codes won’t cut it anymore either.

These out-of-the-box suggestions will get your ads noticed, attracting better targeted traffic and increasing conversion rates:

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Fueling Your SEO Efforts with PPC Data

6/21/2018

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It’s a well-known fact that doing SEO and PPC simultaneously can bolster both efforts.

While SEO works to increase relevancy in the eyes of search engines, boosting your organic ranking over time, PPC provides immediate visibility to increase traffic. These complementary strategies provide short-term and long-term benefits as well as increased competitiveness throughout the lifecycle of the business. In fact, studies have shown that focused SEO efforts continue to increase traffic long after they’ve been implemented, which is why SEO is such a lucrative investment.

But if you’re just counting on merely running PPC to diversify your overall online marketing strategy, you’re squandering a valuable opportunity. You can (and should) use your PPC data to improve your SEO efforts. The result will be a more informed organic search approach that’s poised to succeed.

Your SEO efforts need this cross-over PPC data:

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Preparing Your PPC Account for Summer Vacation

6/5/2018

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As a small business owner, the idea of taking a vacation is an alluring, albeit scary, proposition. You want to get away occasionally to reward yourself for your hard work, but you worry about everything that could go wrong while you’re away. The smaller your company is, the more anxiety you probably have because there just aren’t enough employees to cover everything you do in a typical day.

If you’re trying to take some time away from the office, these tips will help you to prepare your PPC account so that you can leave it unattended:

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<<Previous

Now Is the Time for PPC Advertising

How to Build a Business When You’re Busy

9 Things You’ve Never Thought to Include in Your PPC Ads

Fueling Your SEO Efforts with PPC Data

Preparing Your PPC Account for Summer Vacation

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