Elisa Gabbert Posts from the Internet Marketing Blog
We’ve been running guest posts by Ryan Healy, a copywriter for BoostCTR, for quite a while now. Each post focuses on a single A/B test and analyzes the strengths of the winning ad (that is, the ad with the higher click-through rate). There’s so much good ad writing insight in these posts, I thought it was time to dig back through them and pull out some takeaways.
Here are five ad writing lessons gleaned from Ryan’s A/B tests that you can use to improve your AdWords CTR and Quality Score.Lesson #1: Leave Out the LingoDon’t use insider jargon that your audience might not know or understand in the context of your ad. For example, look at the below ads: PPC Ad #1PPC Ad #2 The second version increased CTR by 70%. The first version uses some confusing terminology: “No XP reqd.... > Read more
For a while now, there’s been chatter about whether “inbound marketing” should replace the term “SEO.” The conversation came to a head this week (if heads are something that conversations can come to) when Rand Fishkin blogged about it at SEOmoz in “The Brand of SEO and the Trend of Inbound Marketing.
”Rand starts by noting the SEO industry’s bad reputation:Last night, a startup friend of mine was over, reviewing a slide deck I'm building for another round of fundraising pain, when he received a spam email trying to buy some links on his site."Ha. You SEO guys never quit do you?"Then today, in an interview with a candidate, I asked her about her background in SEO and she replied, "I told my husband about SEOmoz and he said 'SEO company? Watch out, those guys are spammy... > Read more
WordStream has had a big year, posting record-breaking results month over month. It's an exciting time, we're growing fast and we need to add some new manpower (and womanpower) to the team! We're looking to hire smart, dedicated individuals to fill a several open positions in our Boston office (we will be adding more than one team member for each role):Paid Search StrategistsWe are looking for dynamic and passionate individuals to drive the success of our clients through successful PPC campaigns and hyper-focus on communication.
Ideal candidates will have at least 2-3 years of experience managing the paid-search and other search marketing initiatives for companies with demonstrated success. You will become part of a kick-ass team of experts who truly love their job, the company and lead th... > Read more
PPC bid management is one of the more complicated areas of PPC marketing, so many advertisers choose to automate using either the automated bidding option in Google AdWords or a third-party bid management solution. Both approaches have their upsides and downsides – Google’s automated bidding feature is free, but requires you to give up complete control, and it’s less than transparent.
Third-party bid management software is generally more robust, but (obviously) it comes with a price tag, so it may not be feasible for smaller, budget-strapped advertisers.I was curious how most AdWords advertisers handle the PPC bid management process, so I asked 18 practicing PPC experts three questions:Do you use automated AdWords bidding in Google AdWords? Why or why not?If not, when do you raise an... > Read more
Yesterday was International Women’s Day. Yay women! And before you get all uppity about why there isn’t an international men’s day, there is:That’s not what I want to focus on today. I want to focus on why yesterday’s Google Doodle was so, so terrible:Let’s just do a quick run-down:The capital G is the gender symbol for woman, AKA the Venus symbol.
Fair enough.The second “o” is a flower. That seems pretty weak. It’s not International Flower Day, and women aren’t really that into flowers.The next thing that pops out to me is the little “g.” It styled so it looks a little like a gender symbol. But what it primarily looks like is a bra. Maybe even a coconut bra. Really, Google? This is how you represent women across the world? Flowers and bras? (Andrew Hanelly suggeste... > Read more
It’s baaaaaack! And by “it,” I don’t mean Poltergeist, I mean Pimp Your PPC Ad, a regular irregular feature in which I scan the SERPs for lousy text ads and give them the Pimp My Ride treatment. (For those of you who were born, I don’t know, last year, Pimp My Ride was an MTV show that ran between 2004 and 2007.
)For previous editions, see:Pimp Your PPC Ad: 5 Lessons from Lackluster Text AdsThe Return of Pimp Your PPC Ad: Lessons from Bad PPC AdsLet’s get starting, shall we?Lesson #1: Use Capital Letters (Properly)I’m pretty sure Google automatically applies initial caps (i.e., title case) to your headline, because I’ve never seen an ad that looked like this in Google (yes, these look just like Google ads, but I assure you, they’re from Bing):These ads were served in... > Read more
Happy Leap Day, earthlings! Does anyone else find this day kind of creepy? I’m actually getting on a plane to Chicago later, and I’m a little worried that maybe we’ll fly into a wormhole and I’ll end up on the other side of a black hole. I don’t know, my physics is a little fuzzy. I just know Leap Years are weird.
(And did you know there are leap seconds too? The next one is coming in June 2012. Watch out! No pun intended.)Since the universe has given us a whole extra day this year, why not use it to catch up on your reading, hm? Here are our greatest can’t-miss hits from the past month:5 Blog Redesign Mistakes That Kill SEO – This guest post from our friends at Boxcar Marketing reveals some common gotchas that can make a site redesign more painful that it needs t... > Read more
Sorry for the terrible awesome pun, but I’ve just been reading this Quora thread, “Death by Puns,” and it almost killed me.Anywayz, I saw two great posts this week on link building, and I know how much you guys love link building, so let’s take a look at some of these great tips.At Search Engine Journal, Sujan Patel writes about 13 unconventional link-building strategies, including:Set up a guest speaking gig: Patel writes, “suppose you reserved a room at your local university and offered to give a free presentation on a topic in your niche.
Assuming you advertised your speaking gig correctly, you could see a surge of backlinks from local news sources or other local publications covering your event (not to mention the participants who share word about your presentation on various... > Read more
You’re a marketer, you’ve been there – the end of the month approacheth and you haven’t met your lead goals. If you’ve got limited resources and it’s too late to embark on a brand-new initiative to generate leads, don’t give up – chances are you can squeeze a few more leads out of the content you’ve already created.
Here are three ways to generate leads by re-utilizing your existing marketing collateral.Send an Old Offer to a New ListLook back over your most successful lead-gen offers from the past couple of years, such as white papers, guides, or marketing kits. Hopefully, that content is evergreen or, if it’s out of date, can be updated pretty easily (certainly, bringing an older guide up-to-date is faster than starting from scratch to create a new one).Let’s say you... > Read more
As someone who has recently been subjected to several “brainstorming” sessions (OK, I initiated at least one of them), my interest was piqued by a recent New Yorker article title-tagged “Brainstorming Doesn’t Really Work.” Oh really!According to Jonah Lehrer, the whole brainstorming craze started in 1948, when Alex Osborn published a book called Your Creative Power.
“An amalgam of pop science and business anecdote," the book became a surprise best-seller. It was full of little tips and tricks to help people boost their creative output, and one of those tips was “How to Organize a Squad to Create Ideas”:When a group works together, he wrote, the members should engage in a “brainstorm,” which means “using the brain to storm a creative problem—and doing so in comm... > Read more
We blog a lot about the ins and outs of Google AdWords here at WordStream, for the obvious reasons – PPC is our specialty (or “speciality,” as Engywook from The Neverending Story would say), and AdWords is still #1 when it comes to PPC.Let me get this out of the way, or Larry will razz me for days – our most popular AdWords post of all time is actually a list of AdWords promotional codes.
But those codes are all good and expired now, so let’s move on to the articles that are still well worth your while, shall we? :D Yes, let’s. Here are our top 10 most popular AdWords blog posts OF ALL TIME!The Most Expensive Keywords in Google AdWords – I used to always wonder what the most expensive PPC keywords were, and couldn’t find a satisfactory answer. So we decided to do the resear... > Read more
WordStream’s founder and CTO, Larry Kim, isn’t just a PPC veteran and secret linkbuilding addict – he’s also a world traveler and accomplished amateur photographer. Last week he traveled to Africa with his frankly gorgeous wife (who is also a surgeon!) and took some drop-dead amazing photos of the local wildlife.
Naturally, I wanted to find a way to post some of his fantastic shots on the blog, so I took a page from PPC Memes’ book and did what I could to make them relevant to search marketing. (Also, I’m back in the Boston office this week, and the combination of after-work drinks and minor jetlag has made forming full sentences more difficult than usual.)So please enjoy (and share!) these search marketing memes – the captions are mine, but the photos are all Larry. &nbs... > Read more
These common pay-per-click (PPC) advertising mistakes are easily avoided, but nonetheless, we see them over. and over. and over. again. These mistakes hurt your click-through rate (CTR), Quality Score, and return on investment (ROI). Are you making these mistakes in your own PPC campaigns?Mistake #1: Not Monitoring Your Search Query ReportBroad match is the default keyword match type in AdWords, and it’s the default type for most PPC marketers, too.
Unfortunately, many advertisers don’t realize just how “broad” broad match really is. Take these ads triggered by a search for “piano bench”:It looks like The Bench Factory and JCPenney are bidding on the keyword “bench” using broad match; Lighting Universe is probably bidding on “piano lamp.” In both cases, Google thinks th... > Read more
On Tuesday, Miranda Miller of Search Engine Watch published a story called “Google, Bing & Yahoo in Partnership to Sell Top Organic Local Listings?” The article outlined a new service offered through Bruce Clay Inc. – a venerable search agency – in partnership with Universal Business Listings (UBL) called Local Paid Inclusion.
Local Paid Inclusion, according to its own website (which has since been taken down, but can still be viewed in archive form; you can also view screenshots at Search News Central), was billed as a way to get your website to the top of the local listings – for a fee (emphases mine):In January of 2012 we were approached to participate in a new and exciting program: Local Paid Inclusion (LPI). We’re offering it directly to local businesses, to chai... > Read more
So how is 2012 treating everyone so far? Are you sticking to your resolutions? Or crying on the couch eating potato chips out of the jumbo-size bag with both hands?That’s what I thought. Sound like you could use a distraction. How about reading or re-reading our blog’s greatest hits from January?Here are the top 10 most popular posts from last month:What Industries Contributed to Google's $37.
9 Billion in 2011 Revenues? – In this post, Larry summarized the findings of our recent research into which industries spend the most on Google AdWords, and drew some interesting conclusions about what the data says about the state of our economy.SOPA and PIPA: Why They're Bad for Business – Meg breaks down the problems with SOPA and PIPA, proposed actions to put an end to piracy.AdWords Exper... > Read more
The downside is, anyone with a Google account will be treated as “a single user across all our products” – that means you won’t be able to have a Gmail account and leave it at that. As long as you are logged in, Google will attempt to integrate your experience across its products – for example, pulling content from your Google Docs or Picasa albums into your search results:Our recently launched personal search feature is a good example of the cool things Google c... > Read more
On Monday, we published a new infographic based on original research into the industries that spent the most money on Google advertising last year, contributing to Google’s 2011 revenues of $37.9 billion, 96% of which came from advertising. (Larry answered some follow-up questions about the research here.
)Following up on those results, we wanted to share some advice for new or hopeful AdWords advertisers – namely, what kinds of businesses are finding great success with AdWords and other pay-per-click (PPC) advertising platforms? What types of characteristics could make your business a good match for PPC?Below are five traits of businesses that usually see great results and strong ROI from paid search marketing. If any of these apply to your company and you’re not yet engaging in PPC,... > Read more
Well knock us over with a feather -- we're surprised and honored to be on Website Magazine's list of the 50 top software solutions to explore in 2012!Funny story: One of my coworkers actually printed out this list to use as a reference, but didn't notice until I told her that we were #13 on the list!According to Website Magazine, here's the methodology that determined the list:Website Magazine’s Top 50 rankings are a measure of a website’s popularity.
Ranks are calculated using a proprietary method that focuses on average daily unique visitors and page views over a specified period of time, as reported by multiple data sources. The website with the highest combination of factors is ranked in the first position.Thank you to Website Magazine for including us among so many great software ... > Read more
If you’re relatively new to the world of search marketing, you may have heard the term “SEO content” being thrown around in marketing meetings. This beginner’s guide is designed to answer three questions:What is “SEO content”?What types of SEO content are there?What is my SEO content strategy?If you have any questions about SEO content creation that I don’t answer here, let me know in the comments and I’ll answer them here or in a future blog post.
Let’s get started!What Is SEO Content?To understand what marketers mean by SEO content, it’s helpful to break down the phrase into its component parts:“SEO” refers to search engine optimization, or the process of optimizing a website so that people can easily find it via search engines like Google.By “content,” we mean... > Read more
At first, I thought it was just a hokey blog post title. But it appears that Google has actually launched a feature called “Search plus Your World” – and with this feature, they claim, “a beautiful journey begins.” (Gag me, right?)And what is this feature, you ask? Oh, you hadn’t heard? Perhaps “feature” downplays the import.
It’s really the next iteration of search – another step towards integrating social data into the results. According to Google, the changes encompass:Personal Results, which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page; Profiles in Search, both in autocomplete and results, which enable you to immediatel... > Read more