November 2013 Posts from the Internet Marketing Blog
In my last post on ad text improvements for the holidays, I mentioned that your PPC landing pages are a critical component you need to tweak for the holiday season.It stands to reason that a highly effective, holiday-targeted PPC campaign needs to incorporate contextually aligned landing pages that support the expectations of holiday shoppers that are clicking on your paid ads.
This article is going to focus exclusively on improvements that you can make to your website’s landing pages in order to maximize your performance potential during the holiday season.Similar to my last post, we’re going to categorize landing page tweaks into two specific areas.Below is a quick outline of how I’d like to cover landing pages. The seven tips I provide below will tie in to these two key areas of f... > Read more
Google Rolls Out Active View Metrics & Viewable Bidding to Counter Worthless Display Ad ImpressionsGoogle seems to be in the process of (finally) launching Active View features average CPM, viewable CTR and viewable impressions. I say “seems to be” as they have not yet made an official announcement, and no supporting material (i.
e., help documentation) is yet available.This is an important change because traditional impression-based bidding charges advertisers based on served display ad impressions – a misleading figure, since, according to comScore, 31% of display ads are never actually seen by users. These features go some way toward correcting that shortcoming on the Display Network.Viewable CPM bidding allows advertisers to optimize their bids so ads appear in slots mor... > Read more
I’ll be the first to admit it—it’s hard to buckle down and focus on PPC strategy during the holidays. Unfortunately, given that this is the biggest shopping season of the year, us PPC folks have to keep our heads down and power through. In the past few days, my teammates have shared tips on holiday planning, bidding and budget preparations, and ad text adjustments.
For those of you that have mastered the basics and are ahead of the curve, let’s explore some advanced strategies you can apply to your account before you head out to enjoy the holiday cheer.Ad ExtensionsFirst things first, let’s talk Ad Extensions. Extensions have always been a great way to boost your performance and, due to a controversial update to the Ad Rank algorithm, they are now a critical component in all PPC ... > Read more
If your “To Do” List during the holidays looks anything like mine, it probably includes things such as: buy presents, clean and decorate the house, plan a menu, plan for all the relatives, and still manage all of my normal day-to-day duties. Do you really want to have to add “manage my holiday promotions for my PPC campaigns” to that already long, stressful list right in the middle of a holiday season? I certainly wouldn’t think so.
That’s why I am here to give you some easy ways to plan all promotions in advance as well as manage your budgets and bidding strategy for any holiday season. There are numerous steps that can be done days, weeks, even months ahead of time (OK, it’s probably a little too late for that last one) in order to alleviate any added stress, disorganization... > Read more
As the holiday season approaches (very quickly), paid search advertisers should be well aware of the fact that their search and display campaigns are going to need some extra love to take advantage of the pure insanity of the holiday rush.The holiday season is a time when quick, impulse-driven purchases are at their peak, and it is absolutely imperative that advertisers take time to optimize their PPC campaigns to accommodate holiday shoppers and ensure that their ads are being triggered, drawing attention and driving clicks.
One of the core strategies that will support these goals is optimizing your text ads for the holiday season.This post will discuss three key factors to focus on while editing ad text, with tips on how you can model your own text ads after some of the most effective (a... > Read more
Happy holidays, everyone! As a follow-up to the recent webinar we hosted on 11/14, “Gearing Up For The Holidays,” we wanted to present you with the material so that you can have it all right at your fingertips. Your faithful holiday webinar presenters, Erin Sagin, Jeff Stevens, Katie Lyons, and I, will each be providing you with a blog post based on the content we shared with you.
Think of it as a mini-series!For my part, I’ll be discussing which elements of your AdWords account you should be thinking about to best prepare for the upcoming season.The beauty of the holidays is that they fall on (roughly) the same days every year, making it very easy for you to plan ahead! It’s good practice to review holiday performance from previous years, so that you can better prepare for this ye... > Read more
Small Business Saturday might feel a bit weightier this year for many, given the shortened shopping period from Thanksgiving to Christmas. Individual retailers and restaurateurs participating in the annual holiday season kickoff plan to offer coupons, discounts and other holiday promotions, according to new research from American Express and the National Federation of Independent Businesses (NFIB).
This year, 70% of those participating believe it will help them attract new customers, and 67% plan to offer discounts to drive sales. Offering a free gift with a purchase is an incentive 33% plan to deploy. Notably, the number of small business owners planning to rely primarily on paid advertising to promote Small Business Saturday has doubled since 2012.Now in its fourth year, Small Business Sa... > Read more
The cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It's about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they're actually typing into the search box.
That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.In this guide, you’ll learn a set of methodologies to help you acquire, refine, and organize your PPC keywords, all in the service of better targeted and more effective pay-per-click campaigns.Getting Started: Brainstorming a PPC Keyword ListThe starting... > Read more
Text ads and Product Listing Ads (PLAs) are more powerful used together, according to Google; in fact, using text ads alone means lower brand recognition, less site engagement and fewer online sales, they say.Google’s recent study, conducted in cooperation with research and consulting firm Millward Brown, shows that:People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.Their findings pertain mostly... > Read more
True or false: SEO is dead.If you said false, keep reading.But wait! That’s not all.You also need to be an excellent writer. Do you love blogging and sharing your knowledge?Then yay! You might be a good fit for our newest marketing role.We’re looking for someone who’s equally strong in search engine optimization techniques and content marketing to help our team out with a bunch of exciting projects in the pipeline.
Here’s what you need to know:You won't be a cog in ye olde machine. We’re a young, venture-backed software company in the search marketing space. We’re growing really fast. We're winning awards. Everyone who joins WordStream has a chance to make a palpable difference in our success.Our marketing team is widely known for performing at a level way beyond our size and ye... > Read more
The refrain “time is running out” is something we’re all going to hear on a repeated basis for the next 45 days or so. As it applies to the PPC pros, time is running out to prepare for the digital shopping madness known as Cyber Monday, coming on December 2. That's just three short weeks away.Cyber Monday is a term marketing companies created back in 2005 to hype online shopping the Monday after Thanksgiving.
It’s a day of steep discounts and special offers to keep the momentum going after Black Friday, the major difference being you don’t get trampled by people on Cyber Monday like you might on Black Friday, and you don't have to search for parking.What does Cyber Monday mean to you? It means consumers are in “extreme buying mode” on Cyber Monday, so it’s time to take step... > Read more
As the owner of a popular internet marketing blog (this one) that gets around a half million unique visitors / month, I’m used to getting all sorts of spam.Every week I get dozens of requests to purchase links on my site (which I ignore), and every month, and we delete hundreds, possibly thousands of spammy blog comments and link drops.
But more recently I’ve been getting a different tune of spammy emails from SEO spammers, like this one asking for help with link removal:Oh how the worm has turned…I’m guessing their back-link profile is full of anchor-text-rich, no-followed blog comments and that Mr. Penguin doesn’t like that too much.Seriously, what to do here – should I help out this SEO spammer or should he suffer?Reasons to Help This SEO SpammerWe’ve all dropped a link wit... > Read more
Unless you have plans for world domination, your pay-per-click ads don't need to be seen by everyone on the planet. It's much more likely that the products and services you’re advertising will be limited to a handful of countries, cities, or even city blocks. This is where geotargeting comes in.Geotargeting, or local PPC, is an AdWords feature that lets you target your ads to only appear to customers in a certain location, or set of locations, that you specify.
For businesses that rely on foot traffic (like restaurants), proximity (like used car dealerships by city), and deliveries (like an e-store that ships to certain countries but not others), geotargeting is an absolute no-brainer.With geotargeting, you won’t squander your ad budget on wasted clicks from people who are outside your... > Read more
With Google constantly rolling out new features and design on the search results page, including personalized and location-based search results, there's no longer such a thing as a standard SERP for everyone. So what’s driving the new Google search results page layout?The team at VirtualHosting.com has put together a new infographic that examines what today's Google SERP looks like and what it means to be at the top of Google’s search results.
According to VirtualHosting, the new Google search results page is driven and defined by:Click-through rates (CTR) – Which parts of the page get the most clicks? How much does CTR fall off after page 1?Searcher intent and location – Does the Google user have intent to make a purchase? Are they looking for local businesses or trying to co... > Read more
As the holidays come barreling in, the last thing you need to worry about is pushing yourself away from turkey and stuffing to turn off your clients’ campaigns. Fortunately, there’s a quick and easy way to schedule your campaigns automatically: the AdWords automated rules feature.I used to eschew this feature, opting instead to set reminders in my calendar, but a recent client request for specific days and hours during the holidays prompted me to learn how Google’s campaign automation works.
You can use Automate for lots of things, such as turning a campaign off when your budget hits a certain amount, or to receive an email when events occur on your website. For our purposes here, though, we’re going to focus on one thing: how to pause and enable campaigns on particular days and at ... > Read more
In politics, the term “going negative” tends to have a, well, negative connotation—typically from the candidate who just placed a negative ad and dares his or her opponent not to do the same.In our case, however, most of the companies we help to optimize their PPC campaigns don’t even realize that going negative—that is, eliminating the useless keywords that bring the wrong people to your site—is even a possibility.
We’ve been preaching the concept for while—including a handful of blog posts and even an e-book – but now is as good a time as any for a quick refresher on the topic.To recap: a negative keyword is, according to Google, “A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyon... > Read more
Over the past year we’ve watched the ranks of the dreaded term “not provided” rise and rise. In September, Google announced that it had begun its mission to encrypt ALL search data, making 100% “not provided” keyword data a reality.Chart by Not Provided Count shows increase in “not provided.
”What Does Not Provided Mean in Google Analytics?If you log into Google Analytics today, you’ll likely see the term “not provided” eating up the majority of your keyword data.Google is choosing not to show you the keywords that have been driving organic traffic to your site. But why Google, why? The official answer is that it’s done in the name of online privacy, to protect the vulnerable users. Some theorize that Google is trying to hinder third-party software that makes use of Go... > Read more
Twitter vs. Facebook: Comparing the Ad Performance of the World’s Largest Social NetworksTwitter’s initial public offering (IPO) is approaching, and Twitter just raised its price range to $23-$25, suggesting it’s feeling optimistic about the outcome. Investors may be a little more nervous though.
According to polls, just 35% of Americans think buying Twitter stock is a good idea, whereas 51% of Americans thought Facebook stock was a good idea before its IPO last May.As for me, I’m not planning to buy any Twitter stock. I’ve always said that Facebook makes a weak showing when it comes to ad performance for direct response marketing (lead generation), especially compared to comparable offerings from Google. But what about Facebook vs. Twitter? The fact is, Facebook ads have improve... > Read more
If there’s one topic in AdWords that seems to confuse all sorts of folks, it’s negative keyword match types, especially negative keywords on broad match.Since regular keywords on broad match can cast a fairly wide net, people are worried about using that match type on their negative keywords. People are scared to use broad match on their negative keywords because they’re worried about potentially filtering out traffic they’d want.
The main thing to remember is that negative keywords set to broad match behave much more like modified broad keywords. Every word that you have in the negative keyword will need to appear in the query for the negative keyword to filter it out.For example, if we used the negative keyword –nike basketball shoes, our keywords could still trigger o... > Read more