Advertising for Energy Industry Innovators

Leverage Your Ad Budget and Increase Conversions

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”
– John Wannamaker, Retail Pioneer and Successful Entrepreneur

Advertising has come a long way since John Wannamaker uttered his famous quote. Today, Pay Per Click (PPC) advertising gives marketers valuable data as to which campaigns and ads are working the best at converting awareness and interest into action.

Too many organizations spend more than they need on PPC advertising. In our view, digital advertising is best used as a complement to content-driven organic SEO for gaining visibility on essential keywords that would require significant time and investment to achieve Page 1 rankings.

PPC Advertising Types

Ad Words. In our Content SEO strategy development we identify the high-value keywords with high traffic volume that will take time to achieve an organic Page 1 ranking. Google Ad Words are an effective way to secure visibility on these keywords while the content marketing strategy goes to work.

Responsive Display Ads. Display ads are another method that can target visitors on the basis of visiting your competitors’ websites, their interests, and top keywords. Structuring a display advertising campaign targeting all three of these categories maximizes the reach and conversion ratio.

Remarketing. Responsive display ads can also be targeted to your website visitors, to remind them of your solutions and elicit a follow-up conversion.

Social Media Hyper-targeting. Google is not the only channel. LinkedIn and others provide opportunities to reach your relevant audience.

All PPC advertising copy is based on your Brand DNA™ Message Platform.

Display Advertising Design

The graphics below illustrate common Responsive Display Ad program designs. We generally recommend allocating 80% of your total display advertising budget to prospecting ads and the remaining 20% to remarketing.

Conversion Tracking

Business owners know that advertising can work, but they typically don’t know which channels and methods are the most effective. By implementing tracking code that follows users from “click” to “request form”, we can measure which PPC advertising campaigns and ads that are generating the most conversions, providing insight into where further investment will deliver the best ROI.