Elisa Gabbert Posts from the Internet Marketing Blog

As March Goes Out Like a Lamb, Let's Review WordStream’s Best of the Month

So, I’ve had a stressful couple of weeks, and we’ve entered the eye twitching stage of stress. It feels kind of like this:But it probably doesn't look like I'm trying to wink badly ... right? Guys?Anyway. Today marks the last weekday in March, which means it’s time to review our top 10 blog posts of the month.

ICYMT (In case you missed them), check out the awesome:Dear eBay, Your Ads Don't Work Because They Suck – Far and away our most popular post this month – this year, actually! – in which Larry takes eBay to task for saying paid search doesn’t work, when eBay has always been the laughing stock of the PPC community.How Google Makes Money from Mobile – This infographic illustrates Google’s mobile play in terms of apps, advertising, devices and content – and we’re ju... > Read more

March 29, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 4

February's Greatest Hits: WordStream's Best of the Month

 It’s that time again! Meaning, the rent is due. Also, February is over, Daylight Saving Time and Spring at large approacheth. As we bid Feb adieu, do take a look at our very best blog posts of the month:AdWords Enhanced Campaigns: Google Announces Big Changes to Mobile Ad Campaign Management – Learn all about the AdWords’ new Enhanced Campaigns, probably the single biggest change to AdWords in the past five years.

This shift will completely change the way you do mobile advertising – making it much easier for smaller advertisers.New Google AdWords Offer Extensions Integrate Discount Offers with Search – Google has also launched a new ad extension type that allows you to place special offers in your text ads. This post explains how they make ROI more measurable and why they... > Read more

March 01, 2013     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 0

50 Things Every Content Marketer Should Know

Fancy yourself a content marketer, or want to become one? Here’s a big fat content marketing skills list and tactics you should know before you apply for that content marketer job or update the title on your business cards. Help yourself by highlighting the right marketing skills needed for your resume.

Good grammar and proper use of punctuation – Hopefully you learned this in school. If you weren’t paying any attention, it’s not too late. You can pick up a lot just from reading voraciously – like how the mermaid in Splash learned English from watching TV. I also recommend picking up a basic writing manual, because it would be very difficult to intuit all the finer points of grammar and punctuation through intuition. You’ll feel nice and superior once you know the difference bet... > Read more

February 19, 2013     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 33

Larry Page Confirms Google Knowledge Graph Conspiracy Theory

About six months ago, I proposed a conspiracy theory that Google created the Knowledge Graph in order to "train" Google users to pay attention to the right-hand side of the SERP. Google can't easliy monetize informational queries, but the Knowledge Graph could be a way to increase ad revenue across the board, by proactively changing the heat map so searchers start to view the whole page as useful, not just the organic results in the middle.

Remember when Google said "Ads are just answers"? They are subtly reinforcing that viewpoint with Knowledge Graph, by providing rich "answers" right where the ads usually go!What Is Google Knowledge Graph?Knowledge Graph, launched in 2012, is basically Google's version of Wikipedia. According to Wikipedia (ha ha), "The Knowledge Graph is a knowledge bas... > Read more

February 01, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 7

Our Best of the Month: January Highlights from the WordStream Blog

Look how much light these WordStreamers have in their eyes: That’s because January is a time full of promise and hope. So much potential! It’s the bright, shining morning of the year. You could go snowblind from all of the promise. For god’s sake, put some sunglasses on!Seriously though – we had an amazing year in 2012, and we’re betting that this year will be even better.

Here are our greatest hits of 2013 so far.25 PPC Tips & Tricks to Try in 2013 – I enlisted the help of our customer service team – 100% Google certified and 100% PPC badasses – to put together this list of tips for pay-per-click advertisers to try this year. Try one a few or all of them and watch your results go up!3 SEO Tactics We're Easing Up On in 2013 – As Google evolves, our SEO strategies ... > Read more

January 31, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 8

How to Drive Google Image Search Traffic That's Actually Relevant

My personal blog gets a lot of traffic through Google Image Search. In fact, two of my top 10 organic keyword referrers are “jeff bridges” and “young jeff bridges,” thanks to a post in which I ask the age-old question, who’s the ultimate in “cocky-hot,” a young Jeff Bridges or James Spader circa Pretty in Pink? (Scientists have not yet reached consensus on this issue.

)Well, traffic is traffic, right? Meh – maybe for a blog that has no real business goals. But let’s pretend for a second that I am running a business and have goals to reach. As such, there are a few problems with this traffic:It’s irrelevant – People who search Google Images for pictures of Jeff Bridges don’t really care what I have to say, about Jeff Bridges or otherwise probably – they just want to... > Read more

January 23, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 42

20 Fast Facts About PPC Agencies

 Half of agencies reported improved ROI from PPC in 2012.>>Tweet This!<<  That increased ROI led to more PPC spending. More than three-quarters (77%) of agencies reported an increase in investment in Google advertising in 2012.>>Tweet This!<< 32% of PPC agencies report that their clients primarily use PPC to sell products or services directly.

35% use it to generate leads.>>Tweet This!<< PPC agencies report that the three most important metrics for gauging success of paid search marketing are return on investment (ROI), number of sales or leads, and cost per conversion. (This differs from the top 3 metrics as reported by companies: return on investment (ROI), conversion rate, and number of sales or leads.)>>Tweet This!<<&n... > Read more

January 21, 2013     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 14

Don't Let FOG (Fear of Google) Kill All Your SEO – 3 Ways to Avoid Under-Optimization

There’s been a lot of talk around here (and everywhere) lately about over-optimization. There’s a feeling in the air that a lot of SEO tactics that worked in the past are becoming less effective, if not grounds for a straight-up penalty. Some ranking signals are falling out of favor and others are coming into the fore.

Earlier this week, in a post about viral content marketing techniques that can help any kind of content, I posted this jokey meme with a recent quote from Larry:A couple of people took issue with this remark in the comments; Chris Mayhew said “I wouldn't say that SEO's time has come and gone.” Neither would I! “Unoptimized is the new optimized” is an exaggeration (Overstatement! Used for effect! Yay, rhetoric!). We’re not actually going to de-optimize our whole ... > Read more

January 17, 2013     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 9

Viral Content Marketing Tips for Non-Viral Businesses

 Herpes Simplex is a beautiful thingIt’s flu season, folks! Viral activity is high. And even if you got your flu shot and have Tamiflu stockpiled in your hall closet,  I wouldn’t be surprised if you or someone on your marketing team is secretly dreaming of the infographic or Gangnam Style parody vid that’s going to take off faster than H1N1.

Seriously though. I’d like to think that the obsession with viral marketing campaigns is going the way of small pox. It’s not a practical goal for most marketers, and if it happens once, you can go crazy trying to make it happen again.I may not be an advocate of viral content marketing, but I am an advocate of content marketing, the good old-fashioned non-viral kind. And I recently saw a great slide deck from Upworthy about how they ... > Read more

January 15, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 21

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: 33

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: 41

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: 32

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: 24

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: 175
 
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