Ben Cohen Posts from the Internet Marketing Blog

Landing Page Audit Case Study: McEwan Fraser Legal

I recently co-hosted a webinar for WordStream clients detailing landing page optimization best practices. Prior to the webinar, we gave our clients the opportunity to submit landing page examples for the chance to be audited during the webinar. The lucky winner was McEwan Fraser Legal, a Scottish firm that specializes in the residential property market, dealing with owner occupiers and property investors.

 The Landing Page AuditHere is the landing page submitted for our audit:The GoodThere are a few items from this landing page that I think are great.It has a formI love the fact that they have a form available directly on the page without creating extra steps for visitors. We live in such a busy world that many people will not fill out a form if they feel it requires any sort of t... > Read more

October 03, 2013     |   Written by: Ben Cohen   |   Posted In: Conversion Rates   |   Comments: 30

The Small Business Strategy Guide to Google AdWords

Promoting products and services while trying to compete with mega-giants like Amazon and Walmart is often a daunting task for small business owners. The good news is that Google AdWords has created a way for advertisers to do just that. Bigger brands may have an advantage when it comes to PPC, but they don’t hold all the cards.

Even with a small budget, you can get impressions and clicks on Google with a smart account  structure and the right targeting options.Having consulted hundreds of small and medium-sized business (SMBs) owners and marketing managers, my eyes have been opened to the struggles they face every day.The ProblemLet me take a second to set the stage. Anyone who tells you that AdWords is easy or that they can guarantee you numbers is lying to you. AdWords is complica... > Read more

July 15, 2013     |   Written by: Ben Cohen   |   Posted In: AdWords Tips   |   Comments: 21

How to Create the Best Landing Pages for Your Google AdWords Account

Creating Quality PPC Landing PagesYou can have an SEM account with hundreds of thousands of keywords that each have fantastic click-through rates (CTR) but without quality landing pages, you will never fully optimize your CPA and never reach your true money-making potential.Landing Page Layout via UnbounceI have put together some guidelines to help you create the best PPC landing pages for your AdWords account.

New! Try WordStream's FREE Landing Page Grader1. Establish your goals.The first step in creating quality landing pages is to establish your marketing goals to decide what you are trying to accomplish. Do you want sales, form fills, mailing list registrations, sign ups, etc.?Once you have established what you are trying to accomplish with your campaigns and ad-groups, do some competit... > Read more

April 17, 2013     |   Written by: Ben Cohen   |   Posted In: AdWords Tips   |   Comments: 25

Why Your Click-Through Rates Suck

“Awesome! I have 300,000 impressions …. why is my CTR so low?”OK, the title of this post is a little harsh, but the importance of click-through rates to CPC campaigns has been well documented. So take a second and look at your account. Do you see that you have thousands of impressions and a few clicks with great conversion rates? I can assure you that you are not alone.

There are a few things you can do that can help you turn that frown upside down. :DSeparate Search vs. DisplayThe first thing I always look for when diagnosing why a campaign has a low CTR is network targeting. It is always a best practice to separate your campaigns by network. That means having one campaign set to search (and search partners) while having another set to target only display. I won’t go into detail o... > Read more

March 13, 2013     |   Written by: Ben Cohen   |   Posted In: Paid Search Marketing   |   Comments: 3

You Have 30 Minutes to Work on Your AdWords Account. What Should You Do?

Everyone wants to know the "magic formula" to set up and manage your AdWords account. To put it simply, you're out of luck. There really is no "right way," but there certainly are ways that are "more right" than others.Figuring out how to spend the limited time you have in AdWords can be a daunting task.

Since no two accounts are the same, it is equally difficult to put together a workflow that will encompass every account. Keeping that in mind, below is my guide to optimizing and then maintaining your AdWords account in minimal time.Ensure Your Ad Groups Are GranularGoogle recommends keeping Ad Groups between 20-30 keywords. I find this misleading. The single most important thing I stress to my clients is to keep your ad groups small and defined. That means keeping every keyword in an Ad ... > Read more

February 04, 2013     |   Written by: Ben Cohen   |   Posted In: AdWords Tips   |   Comments: 8
 
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