Posts tagged with “google adwords”

Adwords “Exact Match” Targeting Gets Not So Exact Anymore

Google Adwords Exact Match Keyword Targeting
The primary concern surrounding most AdWords PPC advertisers is Google matching queries to keywords that don’t have the same meaning or intentional relevancy. However, Google emphasizes that it won't alter exact match word order or function words when it understands changes would alter the true meaning of the query. I suppose the keyword there is "when it understands." Learn more.

Google Drops Right Side Ads on SERP in Favor of 4 Ads on Top

Adwords 4 Ads on Top, No Sidebar
In the most dramatic change to its desktop Search Engine Results Page (SERP) since the 3 Pack Local Maps Update in July of 2014, last week (February 19, 2016) Google announced it has dropped Adwords ads from the right sidebar of the SERP in favor of displaying 4 ads at the top of the results page for “highly commercial” search queries.

Captivating News – New “Must-Have” Skills for Digital Marketers

New “Must-Have” Skills for Digital Marketers

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.

Winning the AdWords Game

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.

Questions to Ask Before Starting A PPC Campaign

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.

Captivate Search Marketing Earns Official Google Partner Status

Captivate Search Marketing Google Partner
It's my pleasure to announce that Captivate Search Marketing has been named an official Google Partner, completing the agency requirements for approval from Google. This badge of distinction signifies Google’s trust in the way that an organization does business and lets potential clients know that they can trust the business as well.

5 Simple PPC Optimization Tips For Optimal Impact

Simple PPC Adwords Optimization Tips
If you run a PPC advertising account on Google AdWords or Bing AdCenter, there are often many ways you can optimize your campaigns for better performance. In short, there are numerous complexities and intricacies with PPC campaign management.

PPC Keyword Research: Difference Between Broad, Exact, Phrase

 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.

PPC Keyword Research

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.

PPC Keyword Research: Match TypesIn 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:

Broad Match

PPC Keyword Research: Broad MatchThe 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 Match

PPC Keyword Research: Exact MatchExact 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.

Phrase Match

PPC Keyword Research: Phrase MatchThe 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!


Search Engine Marketing Trends: How To Prepare For 2011

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:

How to Prepare for 2011 Search Engine Marketing Trends1) 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!

Three Online Holiday Marketing Strategies To Consider

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

Online Holiday Marketing StrategiesAs 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.

3) Retargeting

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. For up-to-date insights, check out more holiday marketing strategies.