Google has just revealed an update to the way Quality Score works in Adwords. Basically, new keywords get a score of 6 until they get traffic. No changes have been made to how Quality Score is updated; this is meant to only affect reporting of this most important metric.
The update seems to be trying to hide the fact that account-level Quality Score exists, as it’s treating every new keyword the same. Having a high account QS is still good, regardless of what you see for a new keyword, because you can rank higher for a lower price. Delete all low-quality keywords in your account, bid on branded keywords, and stay active to improve keyword performance.
Video is the wave of the future. By 2017 it will account for 69 percent of all consumer Internet traffic. Videos create a valuable experience by building a visual relationship, providing a sense of your brand’s identity and letting people know how you provide value to those you serve. They can be cheap to produce as well.
Posting videos to YouTube or social media increases the likelihood that users searching for info in your market will find you. Also, YouTube is free – and owned by Google. Videos can help you build a consumer base, connect with people in high places, and get more visits to your website. Integrate now and get an edge.
The Internet still seems impersonal, so you can distinguish yourself by creating multiple opportunities to engage and communicate with visitors. Interacting and guiding customers at all points of their navigation helps customers feel confident and more likely to convert.
About 42 percent of U.S. customers will abandon an online transaction if their issues aren’t being addressed, and 70 percent of buying experiences are based on how a customer thinks she’s being treated. Use live chat, or personalized guidance platforms – although these may not be optimized for smaller devices. People want to control their experience, so websites must be responsive.
Digital marketers must learn how to write clearly and persuasively. This is important for blog posts and website content. You should know how to use WordPress, have basic photo editing skills, be able to format with html, and use MailChimp or other email management tools.
Google AdWords is another important tool. Digital marketers should learn how to run Facebook ads. You also need to know how to market through social media by engaging with customers. You need to understand the basics of search engine optimization and understand how conversation rate optimization works as well.
Many people see Google AdWords as a game of chance. It’s true that AdWords is hard to master, but it’s a tool to generate revenue; it works the same for everyone. You should remember that you’re not playing against Google – you’re playing against other opponents.
You pay a cost-per-click amount, which is small in relation to your ROI. So know what game you’re playing, so you recognize how well you’re doing. Recognize your true competition, so that you compete better. And remember, getting help with AdWords is not cheating.
A pay-per-click advertising campaign with Google AdWords can be an effective marketing tactic for lead generation. Determine if PPC is a good option for your company by asking questions. Start with Google Adwords, because Google owns 67 percent of the search market.
First, are prospective customers searching what what you do? What keywords are they searching for? These can be vital. What negative keywords should you use? Does your ad copy match the search terms? Make sure your ads are relevant. Is your landing page specific to your topic? Also, how are you tracking success. Otherwise, it’s a guessing game.
The Google Adwords Keyword Tool (now known as the Adwords Keyword Planner) is an excellent resource for determining what keywords and keyword phrases to target for your pay per click (PPC) advertising campaign, and as well as for organic search engine optimization strategies.
For the sake of this blog post, we’ll focus on conducting keyword research for PPC campaigns. When conducting keyword research for PPC, the Google Adwords Keyword Tool interface is pretty intuitive overall.
You simply type in the keyword phrase you think might best suit your target audience and the Google Adwords Keyword Tool provides search volume of your keyword – and a list of similar or related keywords – based on either Broad, Exact or Phrase match.
In the left hand column of the Adwords Keyword Tool, you can filter which type of match you’d like to see search volume for for the specific keywords you’re researching.
So what’s the difference between Broad, Exact and Phrase match on the Google Adwords Keyword Tool?
Here’s a quick breakdown of what these terms mean and how they apply to targeting keywords for your PPC advertising campaign:
The Adwords Keyword Tool will always default you to Broad match.
Broad match keyword volumes take into consideration not only the exact keyword that you’ve typed into the Adwords Keyword Tool, but also relevant variations of your keyword as well.
It also applies for Keyword variations with synonyms, singular and plural forms, misspellings, and phrases containing your targeted keywords.
For example, a Broad match term for the keyword phrase “Custom Window Blinds” would also trigger your ad to display for the closely related keywords such as “Discount Window Blinds” or “Types of Window Blinds.”
If you don’t optimize your PPC campaign correctly, setting up broad matching terms can be potentially detrimental to the success of your campaign. If you’re not trying to attract customers who are searching for “Discount Window Blinds” because your company offers more high-end Custom Window Blinds, having your ad display when someone searches “Discount Window Blinds” on a Broad match is money out of your pocket.
If you are using Broad match for your PPC campaign, be sure to eliminate keywords that don’t apply to your business with the Negative Keywords section on the Adwords Dashboard.
Exact phrase match is just as it sounds. Your PPC ad will display ONLY when a user searches EXACTLY the keyword phrase that you’re targeting.
So if you’re targeting the keyword phrase “Woodworking in Atlanta” your PPC ad will ONLY display if someone searches for “Woodworking in Atlanta.” Your ad will NOT trigger to display for such keyword phrases as “Atlanta Woodworking” or “Custom Woodworking Atlanta.”
You can identify Exact match keywords by the brackets surrounding the keywords in the Adwords Keyword Tool interface.
Because of the precision that Exact phrase match has, you’ll notice that the volumes of the keywords on the Adwords Keyword Tool have significantly decreased as opposed to the Broad match. The Exact match filter is highly beneficial for conducting keyword research for organic SEO strategies because you get an accurate assessment of what the exact volumes are for keywords that you want to rank on organically.
The final match type that you’ll see when conducting keyword research for on the Adwords Keyword Tool is Phrase match.
You can identify a Phrase match by the quotation marks the keywords have around them. In Phrase match, your PPC advertisements will display when someone conducts a search that includes the keyword phrase that you’ve targeted.
For example, if you’re targeting the keyword phrase “Motorcycle Jackets” with Phrase match, your PPC advertisement will display on related keyword variations such as “Motorcycle Jackets for Men” and “Leather Motorcycle Jackets.” Your ad will not trigger, however on keywords such as “Motorcycle Leather Jackets” or “Jackets for Motorcycles.”
We hope you’ve found this blog post to be helpful as you conduct some of your own keyword research to determine what keywords you might want to target for your organic or PPC advertising campaign. If you have any questions about PPC or need help managing your PPC campaign, contact us today!
Each new year presents its own challenges for companies looking to get ahead in the search engine optimization market. As advertising providers increase costs, customers become more savvy and social media continues to rise, a business must ensure that it is prepared for the coming of the new Search Engine Marketing year.
What is Going to Happen:
1) Social Media is not Going Away
Facebook, LinkedIn, Twitter – the list is almost endless, but many social media websites are gaining in popularity and advertising power with each passing day. Recent studies have shown that most consumers will come in contact with Facebook advertising in some form during their buying process, even if the Facebook link is not the last one they click on.
2) Advertising Will Cost More, Customers Will Pay Less
Estimates put cost per click for Pay Per Click advertising increases at anywhere from 12-15% in the coming year, driving the amount a business must pay for advertising upward. At the same time, consumers, burned by the recent recession, have begun to use the Web as a tool for searching, rather than buying. Multiple searches are conducted for products and reviews analyzed, and companies need to be prepared to deal with this new reality.
3) Bing! Microsoft May Be a Winner
Despite coming late to the party, the Bing search engine has seen steady growth over the last year and is predicted to continue this upward trend into 2011.
4) Mobility May Mean Money
The marketplace has been crowing for years about the supposed age of mobile e-commerce, but very little aside from Web browsing has happened in the last half decade. Now, with Google working on a credit-card replacing phone and with start-up companies on track to make e-commerce viable, 2011 may just be the year of the mobile money-maker.
What Companies Need to Do About It:
1) Diversify search engine marketing strategies. Businesses need to use Facebook campaigns, viral marketing, and make sure that all of their advertising eggs are not in one basket.
2) Optimize effectiveness. Companies need to have SEO that is viable, straightforward and that generates targeted traffic in order to convert searches to sales.
3) Invest in Bing marketing. Google is still the big fish in this ocean, but Bing cannot be ignored by savvy companies. A good SEO Company should advise that Bing marketing dollars be increased.
4) Do not ignore mobile. This might not be the year it goes big, but waiting an extra 12 months could mean significant lost sales. Start testing the waters using the Google AdWords platform and see what comes up.
2011 will continue the trend of increased SEO diversity and it’s important for your company to understand on how to capitalize on these growing search engine marketing trends in the new year!
Holiday Marketing is Crucial to Increasing Online Sales
With the holidays fast approaching and the rise of such pre-holiday events such as Cyber Monday, companies are advised to tweak their online marketing strategies. According to statistics gathered after 2009’s Cyber Monday sale, peak buying times saw over 7 million visits to sites per minute. With the proper advertising and marketing, these visits can translate into big sales numbers.
There are a number of simple holiday marketing strategies that can be employed by any business to increase both targeted traffic and ecommerce sales during the holiday season.
1. Web Design and Display
As soon as Halloween was over, retail stores have Christmas trees up and Carols playing on the loudspeakers. While an online business may not need to jump so early, adding holiday web design touches to a website can show consumers that the site is up to date and has specials for the holidays.
Along that same line, make sure to use those expectations for specials to showcase best-selling items and ones that are actually in stock. Whatever is getting sold should be around to ship out.
2. Pay-per Click (PPC)
Start early with Pay Per Click strategy by designing PPC ads with holiday marketing wording and special deals. Keep track of which PPC ad performs the best and use variations on it for the rest of the holiday season.
Google AdWords does a great job of retargeting, which is the science of showing people who has stopped by a website but not bought anything from the ads for that same website when they surf somewhere else. This IP-based technology involves dropping a cookie into the user’s Web browser, and can be a very worthwhile investment for holiday marketing campaigns.
With the right holiday marketing strategy, online retailers can significantly increase both traffic and sales on their website.