September 2013 Posts from the Internet Marketing Blog

Best of the Month: September’s Greatest Hits

While compiling the “Best of September” post this month, I happened across this, on Tumblr:Seasonal Babysitters Club covers are the best way to celebrate any holiday or change of season. Print this out on a sweatshirt and wear it while sipping your pumpkin-flavored whatever.Wow, I wish I had known about this before! Please tell me I’m not the only person in the search marketing industry who read every Babysitters Club book.

(Then sold the whole collection at a garage sale for less than $20, sob.)Now for some reading to enjoy as you sip that pumpkin latte. Here are our 10 most popular blog posts from past 30 days. Read ‘em, know ‘em, love ‘em.The Best Keyword Research Tools (For Experienced Fishermen & Fisherwomen Only) - The AdWords Keyword Tool's reign has come to an ... > Read more

September 30, 2013     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 8

Targeting Bilingual & Spanish-Speaking Audiences in AdWords: The Why & How

As digital marketers, we are always under the gun to drive more qualified searchers to our website. This can be a challenging job, especially once a PPC account is well-optimized.So what do you do when your performance starts to plateau? Look for missed opportunities. Hands down, the most common area of missed opportunity I see in US-based accounts is not advertising to the bilingual, Hispanic community.

Why You Can’t Afford to Neglect the Spanish Language MarketThe numbers speak for themselves. According to the 2010 census, there are 53 million Hispanics living in the United States, which comes to 17% of our total population. Not only that, but this group is projected to continue growing at a rapid rate. As you devise your digital marketing strategy, this is an important factor to keep i... > Read more

September 26, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

Creative PPC: 5 Clever & Interesting Ways to Use PPC Marketing

I admit it. As a marketer, sometimes I get stuck with ideas when I try to promote my own self.Maybe it’s a cultural stigma that somehow self promotion is a shameful thing (hence the term “shameless self promotion”). And I’m pretty sure I’m not the only one.But one day (as I was TOTT-ing … “thinking on the toilet,” term you see posted on the back of bathroom stall doors) it dawned on me: “Heck, I should use my knowledge to benefit … ME!”For example, this guy was looking for a job.

He was trying to stand out from the other applicants, so he bought keywords for executives in the company that he was trying to get hired at.Why did it work?Simple. He tapped into people’s natural tendency to Google themselves. Like Al Pacino, vanity is ALL marketers’ favorite sin.That’... > Read more

September 25, 2013     |   Posted In: Paid Search Marketing   |   Comments: 5

New Commands for Google Voice Search: It Doesn’t Get Much Lazier Than This

Google voice search – because who has time to type these days? We all have better things to do, like binge-watching Breaking Bad or looking at pictures of babies trying to lift weights. Finger exercise was the last remnant of physical activity for office drones, which means this future is only a few decades away:Thanks Google!We could debate about how much Google had contributed to the obesity epidemic while improving our techno-lives, but to be fair, Google Voice Search is a pretty nifty move by Google.

 Google has been continuing to build on its development, making our online activity even lazier easier.Last month Google did some upgrades on Google voice search, enabling Google search to connect with your other Google accounts to deliver personal information to users. In this post... > Read more

September 24, 2013     |   Written by: Megan Marrs   |   Posted In: Google   |   Comments: 14

PPC for Lead Generation: How to Get More Leads with PPC

Ask any business owner what he or she needs, and you’ll likely hear “more customers.” Businesses can’t just rely on their existing customers to fuel growth, so there’s a constant need for more leads who will eventually become clients.This guide will tell you how to use pay-per-click (PPC) advertising with Google AdWords to get more leads and grow your business.

Who PPC Lead Gen Works ForA common misperception is that PPC is only for e-commerce websites, but that’s not the case at all. PPC is a highly effective channel for websites and companies doing lead generation.Lead generation (often referred to as “lead gen”) is a requirement for businesses that can’t or won’t do business with just anyone. There’s usually a prequalification and information-exchange period that ta... > Read more

September 23, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 18

The Best Keyword Research Tools (For Experienced Fishermen & Fisherwomen Only)

Doing great keyword research is like being a fisherman. Reeling in the big profits takes knowledge, a Speedo, and a thermos.Whether you like it or not, keyword research is at the core of pay-per-click marketing and SEO practices. If you aren’t bidding or using the right keywords, short- or long-tail, then you could be selling yourself short on your potential success.

And wouldn’t you rather reel in a big whale shark instead of a few sardines? (You can obviously tell I don’t know my fish very well.)See, doing good keyword research is like being a seasoned fisherman, casting his net at the right place, at the right time. So whether you’re looking to patch up the holes in your current keyword selection net, or expand the size of it, consider this article a potential algal bloom of prof... > Read more

September 18, 2013     |   Written by: Johnathan Dane   |   Posted In: Keyword Marketing   |   Comments: 63

PPC Storytelling: How to Make an Excel Bubble Chart for PPC

The Excel bubble chart is often overlooked by PPC advertisers, because it can be tricky to set up. However, when used properly, a bubble chart lets you clearly present and compare categorical data (e.g. campaign, ad groups, device, etc.) – represented by the number of bubbles – as well as quantitative data (e.

g. cost, conversions, CTR, etc.) – represented by the size of the bubble and its location on the XY axis.In this article, I will show you step-by-step how to create the powerful Excel bubble chart for use with PPC data and even give you access to a free download of the unlocked Excel spreadsheet (Click to download excel bubble chart template).Why Bubble Charts Are Useful for PPCAs PPC managers, we understand our campaigns, but it can be difficult to quickly and effectively descr... > Read more

September 17, 2013     |   Written by: Chad Summerhill   |   Posted In: Paid Search Marketing   |   Comments: 8

How to Create Squeeze Pages: What Makes an Awesome Squeeze Page Design?

What is a Squeeze Page?A squeeze page is a landing page designed to capture opt-in email address from potential subscribers. The goal of a squeeze page is to convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address.

What Makes a Good Squeeze Page?As its name suggests, there is an element of intentional yet subtle forcefulness involved in a squeeze page. Think the Star Wars crash compactor scene. Squeeze pages should work a bit like that.It’s a trap!You don’t want to leave those golden geese a means of escape, and putting in as few hyperlinks as possible narrows the walls around your victims prospective clients. A squeeze page should act as an ultimatum for visitors – either take the offe... > Read more

September 16, 2013     |   Written by: Megan Marrs   |   Posted In: Conversion Rates   |   Comments: 24

The 80/20 Principle, Part 3: Finding Your Natural Persuasion Groove

This is Part 3 in a three-part series on the Pareto Principle by Perry Marshall, author of 80/20 Sales & Marketing and The Ultimate Guide to Google AdWords. Read Part 1 and Part 2.The most important 80/20 of all is the 20% of your skills that produce 80% of your results. Yes, 80/20 applies to your time, and your customers, and your product lines.

But the greatest source of satisfaction of all is working in your gifted zones. When you apply 80/20 to your own giftedness, you force multiply everything else in your career. It’s the fastest path to an income spike. It also reduces your stress, big-time.Looking back on the two grueling years I spent as a manufacturer’s rep, pounding the phone and trying to go see people who didn’t want to see me, I now realize one o... > Read more

September 11, 2013     |   Posted In: Marketing Strategy   |   Comments: 4

New! Build Landing Pages & Manage Leads with WordStream

Landing pages are the bottom of the funnel in PPC. Even if you get your keywords, ads and bids right in your AdWords campaigns, it will be hard to realize great ROI through PPC without a landing page strategy.Once you’ve got the click and the prospect is off the SERP and on your site, you’re tantalizingly close to sealing the deal – but without a clean, well-designed, relevant, and persuasive landing page, you can lose them as fast as you got them.

In our experience, landing pages are a constant challenge for PPC advertisers. Here are some of the obstacles that AdWords users face:Building Landing Pages is Hard: Generally you need Web development resources plus a graphic designer and a hosting environment in order to set up PPC landing pages. It’s hard, it’s time-consuming, and it... > Read more

September 10, 2013     |   Written by: Larry Kim   |   Posted In: Conversion Rates   |   Comments: 13

Content Marketing for E-Commerce: 3 Great Examples

As a content marketer here at WordStream, I see great examples of content marketing almost every week – but most of them are coming from lead gen and B2B companies. It makes sense – if you offer a service or some kind of software that helps people do something, content marketing helps you position yourself in the customer’s eyes as an expert in that area.

When people step up and show interest in your educational content, they’re letting you know that they might need other stuff you offer.But what about e-commerce marketing?The same principle works for e-commerce companies, but the tactics need to be a little different. I think attention is even scarcer in the B2C e-commerce space, so content marketing in those verticals needs to be truly awesome – beautiful, exceptional, and all ... > Read more

September 09, 2013     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 19

We're Shortlisted for the US Search Awards!

Following a night of fitful sleep, I got some happy news in my inbox this morning – we’ve been shortlisted in three categories for the 2013 US Search Awards! According to the email we received, “The number and standard of entries has been extremely high, so well done on making the shortlist, which is an amazing achievement in itself.

” Go WordStream!We were shortlisted in three categories:Best PPC Management Software – PPC Advisor, our PPC management platform, was one of five platforms shortlisted in the Best PPC Management Software category. Fellow finalists in this category including Acquisio, IgnitionOne, Kenshoo Search and Marin Software. We think this is impressive company – we’re pretty excited to be shortlisted with these older, more established platforms.Innovation –... > Read more

September 06, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 5

Mobile Advertising: Why Just Showing Up on Mobile Isn’t Enough

So you’re advertising on mobile devices. What now?As most advertisers know by now, one of the biggest changes in Google’s new Enhanced Campaigns is that they target all devices. After the upgrade, this means that at least a portion of your impressions are coming from users on mobile devices – even if your market is primarily desktop based.

Sure, you can set your mobile bid adjustment to -100% to effectively turn off mobile (although Google has noted that even this won’t guarantee that your ads will never be displayed on mobile devices) but if you’re like most WordStream users, then you are either willing to experiment with mobile or you simply haven’t gotten around to changing the bids.And this isn’t a bad thing. More and more search usage is shifting to mobile devices, and s... > Read more

September 04, 2013     |   Written by: Adam Shain   |   Posted In: Paid Search Marketing   |   Comments: 7

The 80/20 Principle Part 2: Force Multiplication

This is Part 2 in a three-part series on the Pareto Principle by Perry Marshall, author of 80/20 Sales & Marketing and The Ultimate Guide to Google AdWords. Read Part 1 here and Part 3 here.The 80/20 rule is powerful because it’s a law of nature – much like the Golden Ratio, the Butterfly Effect and chaos theory are laws of nature.

In fact it’s driven by the same underlying causes.Last time we talked about how 80/20 applies to almost everything you can measure, and how you can also apply 80/202: 4% of your effort produces 64% of your results, and 80/203: 1% of your effort produces 50% of your results.But it doesn’t stop there!Psychology of War150 years ago, the military genius from Prussia, Carl Von Clausewitz, attained legendary status for his command ... > Read more

September 03, 2013     |   Posted In: Marketing Strategy   |   Comments: 3
 
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