Tom Demers Posts from the Internet Marketing Blog
Everyone wants more leads, right? This is probably your number 1 request from clients or upper management if you’re running pay-per-click campaigns (followed closely by “without increasing spend”). But the reality is you’re likely managing to a target cost per acquisition, so grabbing more volume isn’t as easy as jacking up bids and lifting your budgets.
The obvious answer to increasing conversions is focusing on conversion rate optimization, but we’ll walk through five slightly less obvious ideas worth testing that can help you grab more volume without ignoring your margins. Idea 1: Keyword Expansion The first idea is to try different keyword verticals and expand your keyword list. How do you do that? In all likelihood you’ve already brainstormed ... > Read more
AdWords Position Preference Bidding Is Retired: What You Need to Know About AdWords Average Position
Google recently announced that they are retiring position preference bidding. Some smart PPC managers had been talking about how position bidding wastes money for some time, and Google's own chief economist had taken great pains to lay out the argument against bidding to position in your attempts to improve your actual sales and costs per sale.
If you're hearing this news now for the first time you might be wondering why people ever used bidding to position as a means of managing bids, what you should know about AdWords average position metric, and of course: whether or not there may be some instances where this data is still useful in your campaign. Why Bid to Position? Obviously with Google sharing some of its own data and Google and top PPC minds decrying the value of the met... > Read more
We've written here about some of the things to be aware of with regard to the AdWords opportunities tab, and we've talked in depth about AdWords Campaign Experiments. AdWords recently announced a new feature that enables advertisers to run campaign experiments against AdWords opportunities. This is a really interesting feature combo -- both from a pure functionality standpoint and in thinking about where AdWords is heading, so let's unpack it.
What Exactly Does Opportunities & Experiments Combining Mean? So how does this play out, exactly? Basically all Google's done (from the end-user perspective anyway) is make the campaign experiments functionality visible and available as you're browsing the opportunities Google is presenting you with: (Funny aside: this is the screenshot from the... > Read more
Reporting on Multiple 1-Per-Click Conversion Types (Conversion Action Names) in AdWords at the Campaign & Ad Group Level
If you're a PPC software company, one of the best opportunities to add value on top of the AdWords interface is by thinking more about advertiser pain points than Google is able to. Google frequently has to balance features that help their advertisers generate more revenue against features that help Google generate more revenue, and frequently since Google isn't an advertiser, even when they build something that seemingly has optimizing for conversions in mind, they don't always get it quite right for the advertiser.
Just as it's important to realize which new AdWords features aren't necessarily worth implementing, it's equally important to identify gaps in AdWords' feature set and reporting so you can find ways to fill it. Today we'll talk about one of these gaps: reporting on multiple 1-... > Read more
All day yesterday I watched the news of the Google +1 beta launch reverberate around the SEO space (see WordStream's own coverage for Google Plus One screenshots and impact on AdWords). There is a lot of great coverage and some interesting insights, including (but I can guarantee you not limited to): Danny Sullivan's take SEO Moz's response Coverage on Tech pubs And the list goes on.
Obviously if you're here at the WordStream blog, you're likely concerned with what this all means for SEO and AdWords. Let's try to unpack that step-by-step, thinking through the following questions: What's the actual, honest-to-goodness impact on SERPs tomorrow and in the next few months? How is Google likely to implement this data? What impact (if any) should this have on your marketing efforts -- today, ... > Read more
People are writing books about the increasing importance of the way you interact with your customers and the power of social media. There's a different, more democratized sort of voting going on. Social blogging platforms that aren't Twitter are exploding. Google is pushing more and more personalization and socialization into their SERPs.
The first real introduction of social signals outside of click-through rate in AdWords SERPs are contained within rich snippets, and specifically product reviews. What's the Status of Rich Snippets in AdWords? Google updated their data requirements for Google Product Feeds. Product feeds are a great way to get some additional real estate for your ads in many cases: Note the confidence-inspiring five stars: good stuff for the advertiser! If we click... > Read more
If you're not familiar with it, Quora is a relatively new question and answer site. It's much-hyped and has a huge following within the tech/startup community, and features participation from well-known entreprenuers, angel investors, and venture capitalists. There's some debate about how scalable the site is, how useful and interesting it is to people outside this initial niche, etc.
We won't focus on any of that or on the basic mechanics of asking a question on Quora here -- what I want to talk about is two interesting ways an SEO can use Quora. 1. Find Content Topic Ideas for Tech-Oriented Content This is really true of any Q and A site, but if you can find a niche with some activity, Quora is a great way to find content topic ideas. Let's say I'm looking to build out an editorial calen... > Read more
Anatomy of a Personalized Search Result: Interesting Localized SERPs & Google Bidding on the Term "SEO"!
The evolution of Google's search engine results page is pretty well documented in the search engine marketing space. The reality is getting a clean, pure, consistent ranking in organic search is nearly impossible because of: More aggressively localized search results The attack of paid search on organic search listings Blended results for video and news Personalized search never sleeps Recently when I Googled the term "SEO" I saw a number of things I found interesting (DISCLAIMER: these are my personalized SERPs, your mileage may vary and the same query may be doing something different for you): (Click the image to enlarge.
) Specifically I think the things of interest here are: PPC is taking up a lot of this SERP, and we see a service that really can't (or at least shouldn't)... > Read more
If you're a PPC agency there are some fundamentals within the campaign that you want to understand before you do anything else: Margins & Profit - Before you do anything else with PPC, you want to understand what "profitable" means. If you're working on a VC-backed company willing to take a loss on each lead this might just be a target cost per acquisition (CPA), but in most cases it means a hard cost that leads a company into the black.
This is the most critical single metric in your PPC campaign (and it has nothing to do with click-through rate, Quality Score, etc.!). Costs & Costs Per Click - Obviously you want to be cognizant of what you're spending -- not just in the context of your cost per conversion and your margins, but also in the context of the volume you can drive... > Read more
There's a lot of talk in the blogosphere about the value of blogging frequently and interacting with your community. And there's a lot of great articles available on doing outreach for cornerstone content like in-depth guides, infographics, and free tools. But what there seems to be less of is specific how-to information on promoting more mundane day-to-day blog content that thought leaders are telling you to crank out.
It's not practical to do an in-depth link campaign for every quick how-to blog post you create, so what can you do to promote your content on a daily basis? Step 1: Create Syndication Channels This is a bit more "social" than the headline implies: The first step here is to build social media followings and start to participate on social news sites. You can create ... > Read more
If you're a regular reader of link building content then you're likely no stranger to great link building companies like Buzzstream and Ontolo, and you probably know about a lot of the best link building blogs, but the reality is there is a lot of great link building content "hidden" within more general SEO and online marketing blogs.
Here are five great examples: 1. Ross Hudgens Link Building Posts Ross has a lot of interesting link building tips (like building links with Google alerts) and some of the best (best here meaning "hardest hitting" and most effective at eliciting actionable advice) interviews on the subject of link building. He also writes in-depth on important and somewhat underdiscussed link building topics like evaluating directories and how to value a ... > Read more
Three Underused & Hard-to-Find AdWords Features - Impression Share Metrics, Display Ad Builder, Ad Extentions
Another day, another new AdWords feature: today Google introduced Automated Rules. We’ve talked about how to evaluate new AdWords features and whether they’re good for you and your campaign, and the fact that AdWords is cranking out new features at a rapid pace is no secret. Amidst all the noise of new AdWords features it’s important not to get too caught up in trying every single new feature, particularly as there are older features that many advertisers aren’t getting the most out of.
In this post we’ll walk through three such features and how to leverage them in your campaigns. Impression Share Metrics Impression share metrics aren’t a secret to may veteran PPC managers, but they’re an underutilized asset to paid search advertisers. One rea... > Read more
In many cases, expanding your paid search marketing reach can have as great of an impact on results as refining your existing campaigns. As you look to expand your paid search campaigns, you want to focus on two core means of discovery: "Wider" - Going "wider" means identifying new keyword verticals that didn't previously exist within your campaigns.
This often comes in the form of new ad groups targeting wholly new keyword ideas that you hadn't previously introduced into your campaigns. "Deeper" - Going "deeper" in this context means mining your existing campaigns for new targeting opportunities. The best way to do this is by looking at the search query data generated by your existing campaigns. WordStream's latest product release offers some tool... > Read more
Earlier this week in digging into some Google insights for search data we learned that an increasing number of you are looking for information about Google's AdWords Certification program: The impetus for all this new-found search interest is likely a rebranding of Google's partner program and a series of changes on Google's end to how the AdWords certification process works, including several eligibility standards.
As with the need for free AdWords videos mentioned here recently, not all of Google's help materials are immediately helpful, and the same is true for the documentation around the AdWords certification program (possibly another reason for a jump in search traffic here). In this post we'll try to represent some of the nuts and bolts information around getting google adwords cer... > Read more
If you write blog content with any consistency, you've stared at a blank page anxiously as time winds down on a deadline. But one of the great things about being a blogger is the wealth of keyword tools available online. Rather than being left to your own brainstorming devices, you can use any of a number of tools to come up with great blog ideas.
One such tool with a lot of great features for blog ideation is Google Insights for Search. Getting Started: Using Google Insights for Search Terms & Filters We'll start at the beginning and look at some different ways to seed our search for great blog ideas. We have some great options at our disposal for filtering the types of insights we get from the tool right out of the gate. If we're running a local blog we can use time range in the... > Read more
I won't try to fill any roundup shoes this Friday as the blog's real writing talent (no offense to Chad or myself) takes a day off, but I did want to talk about the Search Saga (I use saga instead of "wars" deliberately, as it's really more of a he-said-she-said spat than a technological arms race) and the latest news surrounding Google and Blekko and content farms (oh my?).
We'll start with the Google/Bing spat. I won't give you the standard roundup as Search Engine Land has done their usual impeccable job of that (check out their latest post for, well: the latest), Larry covered it yesterday and you can no doubt find it several other places on the Web. I also won't talk about who's "right" or "wrong" because I'm already a bit weary of the subject, and i... > Read more
If you're new to AdWords, the platform can seem overwhelming, and like anything you'll likely look for help in the form of forums, tutorials and books. There are a lot of great training programs (like PPC Blog and Certified Knowledge), a number of excellent books (like Brad Geddes' Advanced Google AdWords and David Szetela's Pay Per Click Marketing an Hour a Day), and of course AdWords' own help resources.
One challenge people new to AdWords sometimes face is that the help materials can be a bit dry, and the complexity of the AdWords platform can be a bit intimidating. As a result a lot of times videos can be a good way to get going and can help you understand how your ads are served. Once you understand the basic idea behind pay-per-click marketing these videos will help you to get a more ... > Read more
When it comes to link building, anchor text is really important. So is domain authority. Often the types of links you'll be able to build will force you to sacrifice one or the other. You can create an infographic that gets a lot of unique, authoritative domains to link at your site with suboptimal anchor text, or you might be able to use some article directory submission sites to get great anchor text from low-value link sources.
Ideally you would do both at the same time, and get great links from authoritative sources with exactly the anchor text you want. We'll walk through a few relatively simple ways that you can do just that. 1. Guest Posts Guest posts are probably the most powerful example of how you can get a link on an authoritative domain (and even on an authoritative page) with ... > Read more
AdWords is getting very complicated. There are new features being churned out constantly, and if you're a new advertiser or simply not a paid search expert, it's difficult to keep up with what's in the interface, let alone make use of all the tools. Obviously we can't review the utility of every single new feature for every single advertiser here on the blog, but I thought it would be useful to walk through a specific feature for a specific type of advertiser.
The aim will be to offer advice for how to evaluate new features and whether there's utility in leveraging them for your own AdWords campaigns. Evaluating a New AdWords Feature: The Ad Interactions Report AdWords announced the introduction of a new report in the dimensions tab (the reports' having moved to the dimensions tab is ... > Read more