Elisa Gabbert Posts from the Internet Marketing Blog
Quality Score affects virtually all the important metrics of a PPC campaign, including: Impressions Ad position Cost-per-click (CPC) Here’s how: How Quality Score Affects Impressions Each time a user conducts a search, Google AdWords conducts an internal ad auction to determine which advertisers have ads it deems eligible (relevant enough) to appear alongside the user’s search results.
Google has publicly stated on numerous occasions their underlying belief that it’s better to display no ads at all than to display irrelevant ads (and in doing so, potentially lose an opportunity for incremental revenue). Quality Score partly determines if a keyword is relevant enough, and hence eligible to enter an ad auction. The more times an advertiser’s ads are deem... > Read more
For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below. Google determines Quality Score slightly differently for each of the different advertising networks that it runs.
Here we’ll learn how Quality Score is calculated for Google Search, which is the largest source of traffic for most advertisers. According to Google: Quality Score is calculated in real-time, every time your keyword matches a search query—that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-click... > Read more
For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below. In a nutshell, Quality Score is a Google-devised system that measures advertising quality (or relevancy), which in turn helps determine if your ad is eligible to be displayed in the search results for a given query.
Beyond that, if your ad is deemed relevant, the position of your ad and the cost you pay each time it’s clicked are also partially determined by your Quality Score. The factors that determine Quality Score, as outlined by Google, include: The historical click-through rate (CTR) of your account and your specific keyword... > Read more
For the rest of the week, we'll be posting excerpts from our new free white paper, "Improving Quality Score: The Value of Being More Relevant." To download the full white paper (you'll only get about half of it here), fill out the form below.Why Should You Care About Quality Score?Should you be concerned about Quality Score? You probably should, but let’s find out for sure.
Take a look at this list and see if any of the following apply to you:a) You’re Paying Too Much – You’re annoyed at rising pay-per-click (PPC) advertising costs (or you wouldn’t mind paying less per click).b) Your Competitors Seem to Be Beating You – You wish your sponsored ads would show up higher than those of your competitors, but without having topaymore.c)... > Read more
On her blog, The Link Spiel, the always smart and interesting Debra Mastaler asks, "Can You Handle On-Page Links?" The post is a response to Nicholas Carr's post "Experiments in Delinkification" on Rough Type, as well as a post by Marshall Kirkpatrick called "The Case Against Links" (also responding to Carr).
Carr writes that he is beginning to come around to his friend Steve Gillmor's way of thinking about hyperlinks—that is, that inline links are a needless distraction and should be done away with or moved to the end of an article. His reasoning goes: The link is, in a way, a technologically advanced form of a footnote. It's also, distraction-wise, a more violent form of a footnote. Where a footnote gives your brain a gentle nudge, the link gives it a ... > Read more
Last week I brought you the epic Facebook link roundup … this week, the epic Twitter roundup? Well, maybe not epic, exactly. But there’s definitely been some noise about Twitter, probably because people are sick to death of talking about Facebook. First, there’s @BPGlobalPR, which is basically the new @ShitMyDadSays.
If you somehow missed it (which seems impossible, if you’re on Twitter at all; there’s a 100% chance that someone you follow retweeted @BPGlobalPR this week), some folks set up this satirical account to highlight just how much “BP cares,” sending out a stream of tweets along the lines of: As you can imagine, this has caused quite a stir – but not at BP. According to AdAge: The use of the [logo] and of the @BPGlobalPR handle isn't something BP seems particularl... > Read more
I remember back in my school days it always seemed like Christmas would never come … then it did, and then it seemed like summer would never come. Now time pretty much flies by at warp speed all year. But, paradoxically, winter in Boston always seems interminable! So right now I'm simultaneously amazed that it's almost summer, and already too hot to sleep without the AC on, and pained that it took so long to get here, and dreading its inevitable end.
So it goes. I ate lunch from this exact viewpoint last Friday. Let's revisit some of our most popular posts of the month: R.I.P: Search Engine Optimization is Dead!: Ken pulled the old bait and switch with this one. This isn't yet another post about the death of SEO. Rather, Ken provides data showing just the opposite. Poll Re... > Read more
On Wednesday, Jill Whalen (@jillwhalen) shared a link to a "stupid" article in the New York Times by someone who "has no clue what SEO is." The NYT isn't the opposite of hard-hitting journalism with integrity (that's the Huffington Post) but it's often surprisingly crappy. So I was quick to click and see just how stupid the piece was.
The verdict? Fairly stupid. It's all about headline writing for SEO, but it's hard to tell if the author (David Carr) really doesn't understand SEO and keyword optimization or just thinks he's being funny. The headline on the article is "Taylor Momsen Did Not Write this Headline." Why this headline, on a piece that has nothing to do with Taylor Momsen? Here's why: Don’t know who Taylor Momsen is? Neither do I, beyond that she is the mean one on “Gossip G... > Read more
Anna Talerico is the executive vice president at ion, where she manages sales, marketing and client services. Can you tell us a little about your role at Ion Interactive? What's your conversion rate optimization (CRO) philosophy? As the executive vice president here at ion I manage the sales, marketing and client services teams.
It's a great place to be sitting because I can make sure these three teams are working very much in unison. I think that ultimately benefits our customers a great deal. My CRO philosophy is really simple: Test. Test continuously. Test to statistical significance. Learn what you can from the results, and then move onto the next test wave. Constantly be seeking improvement in both conversion rate and conversion quality (average order value, lead score, etc). Wh... > Read more
Friends, I wasn’t planning to write about Facebook again this week, I swear. But every other post in my feed reader, every other link I saw on Twitter was about Facebook. Clearly, the world wants to talk about Facebook. You want it, you got it: I bring you the epic Facebook link roundup. The first Facebook story I read this week was a Wired piece called “Facebook’s Gone Rogue; It’s Time for an Open Alternative,” Ryan Singel argues that the company is “drunk on founder Mark Zuckerberg’s dreams of world domination.
” He lodges a series of complaints about Facebook’s steady decrease in privacy: Facebook thinks that your notions of privacy — meaning your ability to control information about yourself — are just plain ol... > Read more
Our recommended resource this week is the adorable Virginia Nussey. Virginia, self-professed Rock Band fan and tortoise owner, is currently a media writer at Bruce Clay Inc., one of the world’s leading search marketing companies. Here are some of the many ways that Virginia gives back to the community: She’s a fellow Friday recapper! I always learn something from Virginia’s Friday recaps—and not just the same tired search marketing news either.
Last week she pointed me to the fascinating results of a color survey on XKCD, not to mention the ten tricky secrets of effective liars. Applicable in any industry! (If there was any doubt, she also covers relevant industry topics in her recaps, such as the recent Facebook exodus and site content development.) Fridays aside,... > Read more
Confirming rumors, Google this week rolled out a fresh new design. As of late in the day Wednesday, I’m seeing The New Google in my searches across all browsers. Let’s see what people think of it, shall we? Many observers find the new design strikingly similar to the Bing search interface.
According to USA Today, the makeover “signals the start of what promises to be a period of intensified competition with rival Microsoft Bing”: Google touched up its logo, adopted a new color scheme and has begun to insert images more liberally amid search results. The biggest change: a Bing-like navigable column appears down the left side of search results pages. It is designed to help readers fine tune their searches. They aren’t the only ones who notic... > Read more
Copywriting is one of the neglected aspects of SEO, rarely mentioned and rarely considered. As an SEO copywriter myself, I should know! I guess writing just isn't as sexy as ... um, building links? (SEOs and their weird fetishes.) So this week our recommended resource is someone who really knows her writing stuff, from web copy to white papers to newsletters and anything else wordy on the web: Angie Haggstrom, also known as Angie Nikoleychuk, of Angie's Copywriting.
Angie is a professional copywriter and online writing coach offering content consulting services. Here are some of the ways you can follow and learn from Angie: Angie is on Twitter (@angscopywriting), sharing links and chatting every day (and she always seems to be in a good mood. Note to self: Complain less). She's on over 1... > Read more
Apple and Facebook have lately been taking actions that really separate the fanboys from the haters. Earlier this week, police seized Gizmodo editor Jason Chen's home computers and servers as part of an investigation into their recent reporting on a new iPhone 4G prototype, which someone "found" in a bar and then sold to Gizmodo.
It now appears that the phone was actually stolen. It is unclear what role precisely Apple plays in this criminal investigation. But according to Yahoo News: The raid that San Mateo area cops conducted last week on the house of Gizmodo editor Jason Chen came at the behest of a special multi-agency task force that was commissioned to work with the computer industry to tackle high-tech crimes. And Apple Inc. sits on the task force's steering committe... > Read more
April was a pretty big month for WordStream. (Hm, why do I feel like I've said that before?) We updated and relaunched our SEO Keyword Management product, released some totally new products (two APIs and a content creation plug-in), and lest we forget, I celebrated my one-year anniversary with the company.
(That may not seem like a big deal to you, but at a company this new, not too many people have been around more than a year!) May pole dance! But enough about me. Let's focus on WordStream – namely, our blog's greatest hits this month. These 10 posts were our most popular with readers, so please check them out if you missed them the first time! How to Create Amazing Backlinks: Our readers love how-to content, so it's not surprising that Ken's post on building "amazing" ... > Read more
Today marks my one-year anniversary at WordStream—happy anniversary to me! When I started, we were in a temporary space with stained carpets and terrifyingly temperamental elevators, and only about 12 full-time employees coming into the office every day. We've come a long way since then, and I'd like to think I've evolved a little too.
After all, at a startup, one year under your belt practically makes you an old veteran. Here are a few things I've learned in the past year about search marketing, business, and—that's right—myself. 1. Everyone at a Company Is Important Working at a very small company—perhaps especially a new company—really throws this fact into relief: Everyone matters, from the CEO down to a lowly copywriter like me. With less noise and... > Read more
We recently re-released our WordStream Keyword Management for SEO product with some new and updated features including the WordStream SEO for Firefox plugin, a content authoring tool. (On Tuesday Larry explained how the new features help marketers leverage the long tail for SEO.) So for the roundup this week I'd like to point to some of the blogs and sites that helped spread the word about WordStream for SEO – we extend a big THANK YOU to all of you! Ben Spark of Blogging Tips wrote that the new Firefox plugin is what "really makes this product unique": "I’m pretty sure that I am inherently a bit lazy and I like being able to do everything in one place so this Firefox plugin looks great to me.
I simply cannot be bothered to have multiple tabs open or additi... > Read more
I know this is an Internet marketing blog and I'm supposed to be talking about search industry news, but the biggest news this week in any industry, truly, was the launch of the new Double Down sandwich from KFC. It seemed to be all anyone was talking/blogging about. But I'm here to show you why there's nothing noteworthy about this news—it's just shameless, attention-grabbing linkbait.
If They Weren't Calling It a Sandwich, It Would Be No Big Deal First of all, as pointed out on the food blog Serious Eats, the Double Down is basically chicken cordon bleu. Chicken cordon bleu is breaded chicken stuffed with cheese and ham; the Double Down is fried (or "grilled") chicken stuffed with cheese and bacon. The main differences are the fact that the chicken doesn't completely env... > Read more
We recently sent a survey about our product suite to a number of prospects in the search marketing industry. The (anonymous) results told us a lot about the profile of a typical search marketer, from job title to PPC spend to favorite tools to size of company. One of the questions was "What are the most annoying, time-consuming and/or challenging aspects of search marketing? (Select all that apply.
)" Here are the results: The winner? (Or loser, as the case may be?) Link building. More than a third of search marketers (37.5%) find link building to be a time-consuming, challenging and altogether aggravating chore. This jibes with advice from link building expert Arnie Kuenn of Vertical Measures, who told us that 60% to 70% of your SEO time should be spent on link building! From this virtual... > Read more
Seems like every time I write this post, the weather is atrocious. Well, today is no exception. But it's spring now. I refuse to focus on the terrible weather or post a picture of a cold wet dog. Let's focus on springtime folks! Asparagus! Crocus buds! Baby birds! Rainbows! Pinwheels! Etc! And now that you're happy, let's take a look at the WordStream blog's greatest hits of the month: Five Experts on SEO Link Building: We asked five link-building experts, including Debra Mastaler, Garrett French, and Wiep Knol, eight questions about scoring loads of quality links.
Top 12 Small Business Marketing Blogs: Our favorite blogs focused on helping small business owners market their offerings online. Best Practices for Building Scalable Information Architecture: Terry Van Hor... > Read more