Elisa Gabbert Posts from the Internet Marketing Blog

Are You PPC Curious? An FAQ for PPC Beginners and Hopefuls

 Any questions?If you’ve been considering taking the plunge into PPC marketing, and you have some basic – very basic – questions before getting started, look no further. Here you’ll find answers to 10 frequently asked questions from PPC beginners and hopefuls – that is, people who have heard of pay-per-click marketing and Google AdWords, but don’t know much else.

Naturally, if you have a beginner question that isn’t answered here, let us know in the comments and we’ll do our best to help you.Table of ContentsWhat is PPC marketing?Nobody clicks on ads, so why have them?Why do people click on AdWords ads?Why use pay-per-click marketing?What type of businesses should be using internet advertising and why?How does Google AdWords work?Why is Facebook’s click-through rate l... > Read more

January 09, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 29

3 SEO Tactics We're Easing Up On in 2013

 Whoa there buddyThe changing SEO landscape was one of the most pervasive and controversial topics in Internet marketing last year. While some high-profile marketers maintained that good, legitimate, white-hat SEO has always been clear-cut, and claims to the contrary are just snake oil peddling, we believe that SEO is full of gray zones and judgment calls.

Although we’re primarily a PPC company, we’ve always believed in the power of SEO as a marketing channel, and in fact our business is highly dependent on organic search traffic, so we take this stuff seriously. Due to Google’s evolving algorithm and continuing battle against search spam, we’ve reconsidered some of the tactics that have seemingly worked for us in the past, for two reasons:Recent evidence suggests these tactics... > Read more

January 07, 2013     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 74

25 PPC Tips & Tricks to Try in 2013

The gym is always extra-crowded this time of year, full of people redoubling their fitness efforts and trying to stick to their weight loss resolutions. The good news is, you can apply the same enthusiasm to your AdWords account without having to park at a crowded gym and fight for a spot on a bench or in your favorite class!Are you ready to kick some AdWords ass in 2013? Try out these 25 tips from our Customer Success team to save time and money and get better results.

Enable SitelinksSitelinks! They are quick and easy to implement (through WordStream software or AdWords), cost no additional money and can have an enormous impact on CTR’s.Erin Sagin, Customer Success SpecialistLog Your PerformanceI track my results daily. First thing I do every morning is log yesterday’s account le... > Read more

January 03, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 38

5 Super-Basic Writing Tips to Help You Be a Better Web Copywriter

Writing! Anyone can do it (and I encourage you to) but not everyone is good at it (sorry).This is not one of those article that explains the difference between its and it’s or tells you why you’re using “literally” wrong. (Details, details.)Instead, I’m going to share five super-basic tips that will make all your writing better, including any writing you do for the web (AKA SEO content).

These tips will help you hone your writing structure and your writing style, leading to better organized, more readable writing, which will ultimately get more reads, shares and likes.1. Start with an outline.Not this kind of outline!It doesn’t matter how experienced you are. Whether you’re writing your first college essay or your 367th blog post (which I am, and that’s just for the WordStr... > Read more

January 02, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 14

WordStream's Year in Review: Our Best Posts of 2012

Well guys, we did it! WE BEAT THE MAYANS! We got through December and the world didn’t end. Or, if it did, one can hardly tell the difference. I hope you didn’t sell all your possessions or anything rash like that. Awkward!I’m all about looking forward – 2013 Ho! – but before we rush off into next year, let’s take a quick look back at what happened in 2012, the year that was almost the end.

Our top 10 most popular blog posts this year were:What Industries Contributed to Google's $37.9 Billion in 2011 Revenues? – For our first infographic of the year, we found the top 10 industries that lay out the most cash on AdWords advertising and delved in to figure out what it said about the state of economy in 2011 going into 2012.The War on 'Free' Clicks: Think Nobody Clicks on Google A... > Read more

December 26, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

Google Remarketing Cheatsheet: 12 Steps to Set Up a Remarketing List (+ Free Download)

We created a Google remarketing cheatsheet as a take-home for a recent webinar. It’s a handy reference for anyone who is interested in setting up a remarketing campaign in AdWords. Below is the 12-step process to setting up a new remarketing list, and you can click here to download the cheatsheet as a PDF.

Thanks to our SEM Manager Rich Griffin for creating this resource!Define your remarketing strategy.Will you target all visitors to your site?Are you only interested in targeting visitors to a specific page?Create the remarketing code.AdWords > Shared Library > Audiences > + New Audience > Remarketing ListFill in all of the required parameters including membership duration, list name, and a brief description of the tag. Then click “save.”Navigate to the new remarketing c... > Read more

December 19, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 31

The Problem with Marketing Best Practices

Best practices are best practices for a reason – right?You’ve probably heard people say the same thing about stereotypes. There may be a grain of truth behind some stereotypes, but mostly they’re just an excuse for lazy thinking.Marketing best practices – supposedly tried and true guidelines – are the same way.

Some of them are at least partly true; others are based on pure assumption or are so hypothetical as to be basically meaningless to your particular company.Take, for example, the “best practice” that content for the internet should be brief. Many people assume that web readers don’t want to deal with long-form content, so web writers should always favor brevity over depth.Recently, we’ve found the opposite to be true: Our longer blog posts tend to get better metric... > Read more

December 12, 2012     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 16

The 3 Types of Search Queries & How You Should Target Them

Search queries – the words and phrases that people type into a search box in order to pull up a list of results – come in different flavors. It is commonly accepted that there are three different types of search queries:Navigational search queriesInformational search queriesTransactional search queriesIn the search marketing world, we tend to talk more about keywords than search queries (news flash: they’re not quite the same thing).

But today we’re talking search queries. Let’s go into a little more detail on what these three types of search queries are and how you can target them with your site content.Navigational Search QueriesWhat Is a Navigational Search Query?A navigational query is a search query entered with the intent of finding a particular website or webpage. For exam... > Read more

December 10, 2012     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 21

Why Use AdWords? Here Are 10 Reasons

 The Effectiveness of Google Ads Being Called to Question“Why use AdWords” and "Does Google AdWords Work?" are pretty common keyword phrase searched on Google, which suggests that there are a lot of marketers and business owners out there who have heard about Google AdWords but aren’t sure if and how it can work for them.

We believe that AdWords – Google’s enormously successful pay-per-click (PPC) advertising system – can work for almost any type of business. Using AdWords (or any PPC platform) requires time and money, but thousands of businesses have found that it’s time and money well spent, because AdWords delivers measurable ROI. We’ve devoted countless pages to how you should use AdWords. In this post, we’ll answer the question of why you should use it.Before an... > Read more

December 03, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 23

WordStream's Best of the Month & the Way-Back Machine

 Happy Friday and End-of-November, folks! Putting this post together, I started to write about Christmas creep and ask if people are being bombarded with elves and ornaments yet, but then I had the eerie sensation that I had already written that – last year, when I wrapped up our best of November.

But I was wrong. I actually wrote about that two years ago. On November 30, 2010:Do you hear sleigh bells ring-a-ling, ding-ding-ding-a-ling too? Thanksgiving has come and gone, which means it's officially open season Christmas season in the eyes of the American advertising industry. Prepare yourself for the Xmas onslaught! (I once had "Here We Go A-Wassailing" stuck in my head for like three years. No joke.)Good to know I’m still original. So what was our #1 post of ... > Read more

November 30, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

How to Rank for a Keyword in 10 Steps

 The view from the top ain't badGot your sights on a keyword? Want to see your website on the elusive first page of Google for a given search term? Prepare yourself: Unless you’re Wikipedia or The New York Times, it won’t be easy. But it’s not impossible, either. Seriously – we do it all the time!Ranking for a keyword in organic search is a repeatable process.

You won’t get the results you want 100% of the time, especially if you’re a new website trying to rank for a popular keyword, but if you take content marketing and SEO seriously, you can start to make things happen. Things like rankings, and traffic, and sales, oh my!Here are the ten steps to rank for a keyword in Google.Step 1: Lay the GroundworkThis is really more of a pre-step than a first step. You’ll need to h... > Read more

November 14, 2012     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 144

How to Find Long-Tail Keywords: 9 Ways to Discover Long-Tail Terms

Let this long-tailed tit be your guide! (Via BinaryApe)We’ve been banging the drum about long-tail keywords for a long (ahem) time. Recently, I explained why it’s so hard to rank for competitive keyword phrases with a new website. The answer? Keep trying, and target more specific, less competitive long-tail keywords in the meantime.

We also talked about whether you should target head terms or long-tail keywords in my Content Marketing FAQ. The answer? BOTH! As you’re building out your site content, your keyword taxonomy should naturally include both broad and narrow terms.Hopefully by now, whatever the size, type, or age of your business, you understand that long-tail keywords should be a part of your SEO content strategy. The long-tail keywords you find could be used as the title an... > Read more

November 07, 2012     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 26

WordStream's Best of the Month: October's Top 10

Good morning, faithful readers! Did you celebrate Halloween? WordStream sure did! And I just know Larry was working on this costume for MONTHS:I’m just sorry I wasn’t there to see the dance!Before November gets underway in earnest, take a moment to catch up on our blog’s best posts from last month:The Changing Economics of Google AdWords – Our latest infographic breaks down just what goes on in the Google AdWords economy in a single day – including how many total impressions, clicks and conversions occur on Google Search and the Display Network in 24 hours.

The infographic also includes top-level metrics for the top 10 industries that spend the most on AdWords advertising.10 Reasons SEO Is Harder for Small Businesses – Some readers out there have gotten the idea that we don’t... > Read more

November 01, 2012     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 3

Happy Halloween! 10 Scary Stories from WordStream

 In honor of the spookiest holiday, I thought it would be fun to forget about marketing for a day and tell some scary stories instead. So I asked a bunch of WordStreamer’s:What’s the most terrifying thing that has ever happened to you at work?Their answers are below – don’t read them alone or in the dark! I also took a page from Google’s book and commissioned a special Halloween version of the WordStream logo from our extra-awesome UX designer, Tara DiMaggio (thanks, Tara!).

Larry Kim, Founder and CTOThe scariest thing that ever happened to me at work was getting a warning of unnatural links from Google.In SEO-terms, it’s the equivalent of a death sentence – Google usually de-lists your website within a few weeks of giving the notice.I felt so sick to my stomach. Couldn... > Read more

October 31, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 3

Can Organic Search Be Highly Targeted and Highly Qualified?

 Last week’s post about why SEO is harder for small businesses got a lot of interesting comments. One commenter, Alan, posted the following (the below is edited slightly for spelling/typos):Quite a depressing list for a small business owner, really. The conclusion is also slightly flawed. "Is SEO Still Worth the Trouble?" The answer is not as simple as 'yes', it is about  return on investment.For some small businesses, it definitely isn't worth the effort, and they are better off spending their cash on PPC and other marketing activities.A real example, is one of my small businesses achieved number 1 position for a quality competitive keyword, and despite this not a single extra bit of business was won through this (although enquiries increased).Organic search is never goin... > Read more

October 23, 2012     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 7

10 Reasons SEO Is Harder for Small Businesses

 “Why is SEO harder for small businesses?” This question has popped up a couple of times in our organic keyword referrers. We’ve been saying for months that SEO is getting harder, and that it’s especially difficult for SMBs to excel at. But why? Why is SEO easier for the big dogs? Make no mistake, it is – even if it’s getting harder for them too.

 Here are 10 reasons why smaller businesses struggle to succeed at SEO.1. You have less money.This is the #1 reason SEO – and everything else! – is harder for small businesses. It’s an old saw but it’s true: You have to spend money to make money. The reason companies spend money on marketing and advertising is because they deliver ROI, but sometimes there’s a tipping point. For example we’ve seen small businesses ... > Read more

October 15, 2012     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 54

Corporate Blogging for SMBs: How to Get More Employees to Contribute to Your Company Blog

 Lots of small and medium-sized businesses have figured out that a corporate blog is good for business. The potential benefits of a well-run corporate blog include:Brand developmentSEO traffic and valuable linksOngoing inbound leadsBut buy-in is one thing. Actually creating and publishing new blog content on a regular basis is another.

Maintaining a regular publication schedule is a struggle for everyone, but it’s especially difficult for SMBs with their smaller budgets and smaller teams. You might not have a dedicated copywriter, and if you do, that writer is probably being pulled in multiple directions – writing copy for your email campaigns, landing pages and so on (oh, hi, to-do list!).A good way to make sure that you’re regularly publishing new content on your blog is to en... > Read more

October 08, 2012     |   Written by: Elisa Gabbert   |   Posted In: Blogging   |   Comments: 12

Content Keywords FAQ: How to Use SEO Keywords for Content Marketing

There’s no content without keywords – unless you’re building a website out of nothing but images and video, which, frankly, we don’t recommend. So if you’re trying to get on board the content marketing train, you’ll need to be thinking about keywords. How do keywords fit into your content marketing strategy? Where do you start with keyword research for content marketing?Start here! These are the top 10 most frequently asked questions I hear about using keywords in marketing content.

Table of ContentsWhat’s the best keyword tool to use for content marketing?Should I target head terms or long-tail keywords in my content?How many times should we use the keyword on the page?Where on the page should the keyword appear?Is it OK to target multiple keywords on the same page?I publishe... > Read more

October 03, 2012     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 45

WordStream's Best of the Month, Back to School Edition

 September must be such a joyful month for parents – school is basically free child care, right?! Well, OK, only if you send them to public school. But at least they’re out of your hair for about 8 hours of the day.Why not get into that back-to-school spirit yourself and read up on our greatest hits from the month of September?  The Importance of A/B Testing: 24 Marketing Experts on Their Most Surprising A/B Test – I asked a bunch of awesome folks (AJ Kohn! Oli Gardner! Matt Umbro, Michelle Morgan and others from the #PPCchat crew!) to share their craziest A/B test results.

Refill your coffee – this is a long read but full of inspiring ideas for testing your own marketing initiatives.3 More (Yes, More!) Ways to Save Money on PPC – Here are a few more little tricks you c... > Read more

September 27, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

The Importance of A/B Testing: 24 Marketing Experts on Their Most Surprising A/B Test

 A/B testing stands for “Always Be Testing,” right? It should! Once you start testing various elements of your marketing campaigns – from PPC text ads to landing pages to email subject lines – you realize “A/B testing best practices” are only a rough guideline. You never know what’s going to work with your audience until you AB test it.

When I hear about an A/B test with surprising results, it always makes me want to run out and test everything. So I asked 24 marketing experts to answer one question:What is the most surprising or exciting result you’ve ever achieved in an A/B test? You can read their answers below. I hope you find these AB tests as fun and inspiring as I do! Here are the players:Aaron Levy - AB Test Where Your Form is On The Landing PageAJ Kohn - S... > Read more

September 25, 2012     |   Written by: Elisa Gabbert   |   Posted In: Interview Series   |   Comments: 21
 
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