August 2011 Posts from the Internet Marketing Blog
Which of the two ads below do you think performed better? Both used the same title text and URL (which is why the URL is not included in the images below). The body copy is the only difference between the two ads. Look closely and you'll notice the ads are quite similar. They include the same basic ideas, the same numbers.
They both include an exclamation point at the end of the second line of body copy. And yet, despite their similarities, one of these ads increased CTR by 111%. Can you guess which one? PPC Ad #1 PPC Ad #2 Because of the similarities, it's harder than normal to guess the correct winner. It's unusual to see such a big difference between two ads that are so similar. Alright, enough suspense. In this particular contes... > Read more
I’ve said it before, I’ll say it again: August is the Sunday of summer. Although it’s technically still summer until September 22, the end of August pretty much feels like the end of it all – time to trade in late-afternoon cocktails in the sun for hours of homework. (Sorry, the Sunday blues make me forget how old I am.
) Before we all officially go back to school, let’s take a second look (or a first, if you missed them the first time around) at our blog’s top 10 most popular posts of the month: Announcing the AdWords Performance Grader: Find Out How You’re Doing on AdWords and How to Improve for Free – This post introduces our newest free tool. Have you tried it out yet? How does your AdWords performance measure up? Google AdWords E... > Read more
In the early 2000s, buying and selling paid links to increase rankings in the SERPs was a common occurrence in the world of SEO. It was an acceptable SEO link building practice until 2007, when Google declared that paid links were in violation of their Webmaster Guidelines, as they were purposefully trying to manipulate the search results.
As Google stated,…some SEOs and webmasters engage in the practice of buying and selling links that pass PageRank, disregarding the quality of the links, the sources, and the long-term impact it will have on their sites. Buying or selling links that pass PageRank is in violation of Google's Webmaster Guidelines and can negatively impact a site's ranking in search results.If there is anything that I have learned in my 12+ years as an SEO professional, it... > Read more
This is the first in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance.Our first respondent is Marko Kvesic from Zagreb, Croatia.
Follow Marko on Twitter.Tell us a bit about yourself. How long have you been using AdWords? Are you an agency or an advertiser? What is your primary goal for AdWords marketing?I'm the Online Marketing Manager at GoTraffic Online Marketing Agency. I have a master's degree in traffic science and I'm a Google AdWords Qualified Individual. I've been using AdWords for more than eight months. Since I work at an agency and I'm managing my clients' accounts, my primary goal is to ... > Read more
One of the challenges for any specialist is evangelizing your own channel. Whether you’re a pay-per-click consultant, doing PPC full time in house, or just list PPC campaign management as one of the channels you manage, you want to be sure that the proper budget and credit are being assigned to your pay-per-click campaigns.
In some instances just looking at the standard reporting options might not give you a full picture of where the value in your PPC campaign truly lies, but in this post we’ll introduce you to a few tools that will help you get more granular insight into the true performance of your pay-per-click campaigns. Demonstrating PPC Value with Multi-Channel Funnels Multi-channel funnels from Google Analytics are a great (new) means of showing previously hidden value b... > Read more
So, I just moved into a new apartment in Denver. This weekend my other half and I went to the new IKEA out here and bought a bunch of bookshelves. He started building them on Monday and by Tuesday we were erecting them and loading them up with books. I noticed some extra parts he hadn’t used, and he said they were brackets to attach the shelves to the wall at the top.
“I don’t think we need to do that,” he said. “The shelves aren’t going to topple over.” “Yeah,” I conceded, “they’re probably for people who live in earthquake zones.” I.e., not us. About ten minutes later I saw this tweet in my stream from Trada's Elaine Ellis: Yikes! Apparently on Monday night a 5.3 magnitude earthquake hit about nine miles from Trinid... > Read more
Despite being somewhat overshadowed by slightly more interesting tech news yesterday, the Google Analytics blog made a big announcement: multi-channel funnels are now available to everyone. First of all, I want to call out that this is very likely great news for anyone who makes their living optimizing Google AdWords accounts.
Why? Because I have a sneaking suspicion that before they rolled this feature out for everyone (and particularly for multi-million-dollar-a-month spenders) they took a look at whether or not the data was, shall we say, “flattering” to paid search – and particularly AdWords – traffic. The same is likely true for search engine traffic in general, so if you’re optimizing websites for paid or organic search, you probably just got another wea... > Read more
The next Mass Innovation Nights event is coming up on September 14, 2011. We'd be thrilled if you showed your support for WordStream by voting for us to present at the event! Mass Innovation Nights features innovative new products from companies in the Boston area. Here's more information about the event via MIN: We've got a great evening planned for our 30th event! MIN30, September 14, 6-8:30 pm, is going to be part of FutureM, a week of events in the Boston area, celebrating the future of marketing.
Our line-up looks terrific, with a great group of products somehow related to marketing. Join us! Remember, we’re here to help launch new local products, so here’s what you need to do: Check out the cool new products. Visit their websites for more info. Pick your favo... > Read more
Which of the two ads below do you think performed better? Both used the same URL, but the titles and body copy are significantly different. PPC Ad #1 PPC Ad #2 Here's another way to think about it: If you were searching for "horror movies," which ad do you think you'd click? Make your decision then scroll down for the answer.
In this particular contest, the new winner is ad number two. The winning ad was written by "ctr_guru," and it increased CTR by 115%. So why did the the new ad perform so much better and attract more than twice as many clicks as the original ad? Let's take a look... 1. The title copy of the original ad is fairly vague. "Horror Movies" lacks specificity. Am I going to be able to watc... > Read more
Every year my marketing team has an offsite planning meeting where we lay out major goals and initiatives for the coming year. Last winter, site speed made it to the top of that list. The main push for making site speed a priority came from our SEO team. They felt strongly that improving our website’s page load times would improve our organic rankings.
Besides the potential SEO benefit, it just makes sense to give your visitors the best possible experience.We are halfway through the year, and we’ve made some measurable improvements in site speed. Our IT department has revamped code, optimized images, etc. to give our webpages a diet, and we’ve seen real improvements in site speed. During this process, something interesting happened that we hadn’t really planned for or expected (alt... > Read more
Last week we pointed out that Google Display Ads have been the subject of a lot of Google marketing and advertising attention recently, and of course there is a lot of opportunity on the content network in many verticals. So when Google rolls out a new display network control like topic targeting as they did in March, it’s worth taking some time to better understand how the feature works and when it makes sense to utilize it.
What is AdWords Topic Targeting? Google describes topic targeting by explaining that: Using topics to contextually target your ads offers broad targeting and reach and is a good way to connect with a large audience quickly and easily to generate awareness or drive sales. When using topic targeting, our system looks at all the terms on a page to determi... > Read more
In honor of Elisa’s trip crossing the great Midwest this week, I’ve decided to do an Elisa-style roundup today, offering you a smorgasbord board of delectable links from this week. The Big News – In Case You Missed it Google’s announcement of their plans to buy Motorolla Mobility had everyone talking this week.
Search Engine Land wrote a great piece covering the ins and outs of such an acquisition, while Read Write Web collected various opinions on the matter. Links to Learn The end of August marks the end of summer for most students, and school is already back in session with Google as they introduced a new online resource, Learn With Google. This nifty new creation offers a wide variety of learning tools for small businesses looking to learn more about ... > Read more
Google AdWords Display Ads – Google’s Paying Close Attention to Display, Does that Mean You Should Too?
You can learn a lot about marketing from Google, and if you’re in search marketing paying close attention to what Google says and what types of things they place emphasis on are vital to your lively-hood. This is why Matt Cuttsgets 350 comments on a post announcing a change in the algorithm that affects around 2% of queries, and it’s why search marketers have a much keener interest in Google Plus and its integration in SERPs, Webmaster Tools, et al than your average social network.
So when Google starts to push something and you’re a pay-per click practitioner you pay attention. Recently I’ve been aggressively retargeted by Google’s “Watch This Space” campaign:I’ve also seen it on LinkedIn where I’m sure from a job title, skills, groups, and probably even demographic... > Read more
If you were going to write a PPC ad promoting the opportunity to run your own graphic design contest, how would you write your ad? That was the question facing the BoostCTR writer who wrote the winning ad in the contest below. Take a look at both ads and see if you can pick the winner: PPC Ad #1 PPC Ad #2 In case you're unfamiliar with 99designs.
com, they provide graphic design services through contests. You pay a fee to host the contest. Graphic designers submit their designs. They are competing against each other to win the contest and collect the award fee. Businesses who host the contests can then pick their favorite design from all those that have been submitted. With that as background, make your decision and keep reading for ... > Read more
R.I.P. Reputation Management – New Huge Google Sitelinks Kills Online Reputation Management Industry?
Quick! Google the name of your company. See anything you don't like? A Reputation Management service firm can make it disappear or so that was their sales pitch, that is, until now.Yesterday we reported on Google’s roll-out of new, huge site-links that appear on branded searches, which pretty much crowds out the entire browser screen contents.
Organic search listings not affiliated with the company (such as any damaging reviews) are pushed “below the fold” or to page 2 and beyond, where fewer and fewer eyeballs venture out to.And of course, buying a paid advertisement on AdWords for your company’s name can now even further push stuff below the fold since ads are now also huge.The Reputation Management industry has sprouted up in recent years to defend clients against potentially da... > Read more
Google this week has been serving up huge sitelinks for branded searches. Take for example, this organic search for "WordStream" and look at the huge sitelinks (highlighted in yellow):I've seen searches with as few as 2 huge organic sitelinks, and listings with many as 12 huge organic sitelinks. The new super-sized mega sitelinks take up the entire page! (Learn More: WordStream's AdWords Sitelinks Guide)SEO Impact of Huge Sitelinks in Google Search ResultsAll other organic search listings are now pushed down significantly "below the fold".
It's going to be very tough for an SEO to generate any traffic on branded keyword searchs. The new mega sitelink pushes the number 2 organic search result below the fold! And it's even worse when there are a few sponsored links above the organic sea... > Read more
Are you still not doing PPC?! Silly business owners! There are many reasons to explore paid search marketing as a lead generation channel. Here are just three good reasons to get you started.1. PPC Ads Won't Poach Your Organic TrafficAdWords recently released the results of a study designed to answer a question that many advertisers ask: Will running pay-per-click ads cannibalize my organic search traffic? To address this concern, statisticians at Google built a statistical model to make predictions about click volume based on ad spend.
According to Google:This model generates estimates for the incremental clicks attributable to search ads or, in other words, the percentage of paid clicks that are not made up for by organic clicks when search ads are paused.Google found that 89% of traffic... > Read more
I'm often spammed by bots and people asking for links but I thought this was pretty amusing so i wanted to share (I've just obfuscated the domain name). The part that really cracks me up is the the part in bold, below (lol). This has got to be the worst link exchange request ever.-----Original Message-----From: Bojan [mailto:info@xx-xxxxx.
xxx]Sent: Wednesday, August 10, 2011 5:16 PMTo: Larry KimSubject: Link Exchange RequestDear owner of http://www.wordstream.com,I'm the webmaster of http:// www. xx-xxxxx.xxx.We came across your site http://www.wordstream.com on the Internet and feel that it would fit perfectly into our collection of quality links at http:// www. xx-xxxxx.xxx.The Google PR of this site is currently 5.We'd appreciate it if you place a link back to our site using the followi... > Read more
We’d like to invite you all to our next free webinar:What: Cutting Costs With Negative KeywordsWhen: Wednesday, August 17, 11 a.m. EDTWhere: The comfort of your desk!Why: Did you know adding negative keywords can save you at least 10-30% on your AdWords spend? Negative keywords are like the chatting block lists of the keyword world – except instead of obnoxious friends or stalker-ish obsessors, you can block out keywords that are depleting your budget without driving any conversions.
Because they prevent wasteful spending on low-value clicks, negative keywords are essential to running a streamlined, cost-effective PPC campaign. Unfortunately, the technique is underused – finding relevant keywords to add to your campaigns is hard enough, but negative keyword discovery is even mor... > Read more
When I outlined four definitive sources for learning about Quality Score recently on the blog I made the point that:When talking to people who are new to SEO and PPC, one thing I often caution them about is not to get bogged down by information overload. There is a remarkable amount of content to consume pertaining to search marketing, but much of it is:Good but redundantUnique but not really applicable for many peopleHigh-quality, but too advanced for beginnersMisinformationAs a result I really like to introduce people to a very short list of two to four authoritative resources on a subject so that they can get a few different perspectives and a complete picture on the topic, avoid information overload, and ensure that they’re reading quality information.
And the same is true of le... > Read more
Well, folks, today is my last day in the Boston office, though not my last day at WordStream – tomorrow I'm moving to Denver, CO, but if all goes well, I'll be back up and running in my home office on Monday, Aug. 22. Since things tend to get a little crazy in the last few days before you pack up everything you own and drive 2000 miles across the country, I thought I'd do something a little different here today and list some of the things I'm going to miss about working and living here in Boston (and some things I won't miss, natch).
I'll miss: Seeing my coworkers every day! Not to be sappy, but there really is a benefit to "face time." I'm going to get a little lonely out there, so please pay attention to me on Twitter. I won't miss: Having to get dressed in the morning. D... > Read more
Twitter started as just a little bird with a big idea. Since its arrival, the social networking site has become a venue for everything from (overly) personal status updates, the world’s latest news, to virtual celebrity stalking.Some might dramatically claim that Twitter has ruined humanity forever, or at least as altered our brains.
Maybe Twitter does share blame for messing with our gray matter. But people really love that feathery blue fellow, and as Twitter continues to grow and transform, so does the manner in which we advertise, learn, and communicate.Twitter Releases Photo Sharing to All UsersIn an ever-growing quest to encourage our insatiable need for instant gratification, Twitter released the photo sharing feature to all Twitter users yesterday. Up till now, this feature has b... > Read more
Table of Contents:ProsConsSmall Business ReviewI’ve been somewhat wary of new AdWords features in the past here on the blog, and have warned that sometimes what Google labels as a panacea answer to a longstanding pain point is either more of an opportunity for Google than for you or not as complete of an answer as it seems at first blush.
It probably shouldn’t be any surprise that – like most people who make their living optimizing paid search accounts, among other things – I have a healthy amount of skepticism when Google offers to just make everything super easy! So we thought we’d do a deep dive into the product formerly known as Boost: Google AdWords Express.What is Google AdWords Express?Google Express is the next step in a natural progression by Google to try to simplify Ad... > Read more
How would you like to see a sequence of ads instead of just one winner and one loser? This will give you better insight into the reasons why one ad wins ... and other ads lose. With that in mind, I'm showing you four ads instead of two. These ads paint a more accurate picture of the BoostCTR contest process.
It is not uncommon for the first two or three submissions to lose to the control ad. After repeated attempts to "dethrone" the control ad, a new winner is discovered. Such is the case below. The first two ads that were submitted by our writers did NOT win. These two ads lost to the control ad by 22% and 26% respectively. Take a look... Losing Challenger #1 Losing Challenger #2 Since I bought a pair of Vibram Fivef... > Read more
Reaching the much coveted Number 1 spot of English searches is a mission sometimes beyond the reach of even the most experienced SEO. With billions of English pages vying for consumer attention and more and more businesses jumping on the e-commerce bandwagon, the competition for presence on the English web feels like an uphill struggle.
Naturally, English has been the lingua franca of the web ever since the onset of the dot-com boom, so it’s no surprise that it’s now reached the point of saturation. But there’s a vast – and largely untapped – area where there’s less competition for keywords and content overall, and that is the foreign language internet. Emerging markets, unscathed by the recession holding Europe and North America in its grip, present ... > Read more
Announcing the AdWords Performance Grader: Find Out How You’re Doing on AdWords and How to Improve for Free
Today we're announcing the release of our new AdWords Performance Grader, a free tool that grades your AdWords account performance by analyzing several key performance indicators (including Quality Score, Account Activity, Click-Through Rate, and Impression Share) and comparing your results against those of other AdWords advertisers with similar monthly budgets.
It's like a free, instant PPC audit.The AdWords Performance Grader:Shows you how well your campaigns are really doingGives you a sense of how you fit into the competitive landscapeProvides tips for improving your score and your resultsThe best way to learn about the AdWords Performance Grader is to grade your AdWords account for free, but if you don't have an AdWords account, take a look at the sample AdWords report below (click on... > Read more
Magento eCommerce Software is one of the most popular business e-commerce tools. Like any other web platform, Magento can and should be managed to obtain SEO (search engine optimization). This article will provide users of Magento e-commerce sites with five steps to optimize their websites for SEO.The following five tips will ensure that your e-commerce site is better optimized for search engines.
1. Use Page Titles and Meta DescriptionsCreating properly optimized page titles and meta descriptions forms the basic first step for SEO. If you do not accurately name and identify your web pages, how can you expect a search engine to find you?Your Magento e-commerce website is full of content and usually contains various pages with categories and products. Therefore, ensure you correctly name you... > Read more
Did you hear about the big study on browser use and IQ? As reported by CNN, BBC News, the Telegraph, Forbes and other major news outlets, a Canadian web consulting firm named Aptiquant released the results of a survey of 100,000 internet users, revealing that, perhaps unsurprisingly, users of Microsoft’s Internet Explorer (IE) browser had lower IQs than users of Firefox, Google Chrome, Safari and other browser alternatives.
The real surprise was just how unintelligent IE users are. The Guardian reported that “The results suggested that Internet Explorer surfers had an average IQ in the low eighties.” Whereas a score between 90 and 110 represents “normal or average intelligence,” a score of 80-90 signifies “dullness,” and 70-80 “borderline deficiency.” Ouch.Checking to see ... > Read more
Last week the White House launched a new “Office Hours” Twitter program, in which U.S. citizens are invited to tweet their questions and concerns over the nation’s deficit reduction and debt ceiling negotiations. Using Twitter to encourage healthy dialogue between individuals and large corporate entities is nothing new, but establishing predetermined times for concentrated discussion is a trend still growing in the Twitterverse.
The White House office hours grew out of last month’s Twitter “townhall”; people were encouraged to #AskObama questions concerning the economy, healthcare, and the like. The president answered in true Twitter fashion, making him the first president to live-tweet to the nation. The Doctor Is In: The Marketing Advantages o... > Read more
Today, I'm featuring another contest from the ongoing optimization of the BoostCTR campaign running on AdWords. I'm doing this for two reasons: Reason #1. It's important that you know "we eat our own dog food." Which is to say, we follow the same ad optimization process that we recommend to our clients.
Reason #2. We have now completed a few BoostCTR contests. So I can show you how the ads have evolved over the last couple months. With that in mind, let's take a quick look-back at the very first contest we ran in this campaign... PPC Ad #1 PPC Ad #2 In this first contest, the long copy destroyed the short copy. Ad #2 was written by "chewiness," and it increased CTR by a stunning 326% -- more than triple the origina... > Read more