If I start talking about achieving scale and identifying points of leverage in your marketing efforts you'll likely think about automating processes, software, and maybe about "viral marketing." You probably don't think about relationship building, but in reality it's one of the most leveraged marketing tactics available to you.
This is counter-intuitive because typically we think about relationships as being primarily 1 to 1. But marketing at scale really starts with strong relationships now more than ever because: Everyone's a Publisher - Everyone has a syndication channel. Even borderline introverts have a handful of Facebook friends and Twitter followers. Blogging has become remarkably easy and can be completely free. Spreading Ideas Gets Easier Everyday - If you scan 10 TechCru... > Read more
As with any PPC analysis, you must get the right data to answer your questions. Here are some of the questions our data will need to be able to answer easily: What search queries have high impressions but no clicks? What search queries have resulted in a conversion? What search queries have a below average CTR for the ad-group? What search queries have an above average Cost/Conv? What search queries are duplicates of existing exact match keywords? In order to answer questions about a search query’s performance we need the Search Query Report, for questions about comparison metrics we will need an Ad-Group Report, and for questions about duplication we will need a Keyword Account Structure Report.
This tutorial does require a basic understanding of how to use the AdWord... > Read more
It looks Google has rolled out a new tab/feature called auto targets. It looks like the feature leverages the Google Merchant Feed and allows you to create product sets and link them to ad groups, but as Matt Umbro points out the help page appears to be a blank document: Anyone have any more info here? If anyone has a write up drop it in the comments and we'll update the post with any links.
UPDATE: The feature doesn't appear to be that new after all :). Thanks to Chad Summerhill of PPC Prospector for the link to Elizabeth Marsten's awesome in-depth walk through on Portent's blog and for dropping in the help rollover info (for some reason that help menu never loaded for me): Auto targets Auto targets allow you to target your ads to search terms by specifying attributes th... > Read more
This is a guest post by Terry Van Horne. Terry is the founder of SeoPros and a 15-year veteran of Web development, currently working out of his consulting and development firm International Website Builders. Terry's interests are primarily the socialization of search and analysis of social Web traffic and applications like Twitter.
As in all things I do for SEO, the segmentation process starts with a client interview and discovery consultation, where website and business goals of the client are established. The discovery consultation is important in order to understand website and sales goals so the best KPIs (key performance indicators) can be put in place. Keyword research is at the early discovery stage since it hasn't been put in context of the established goals for targeting at the mo... > Read more
As with many aspects of AdWords and the other paid search marketing platforms, I find that geotargeting for PPC is easy to do quickly and difficult to do well. In this article we'll walk through a few simple steps for setting up "default" geotargeting options, and then I'll talk through a couple of additional levers that advertisers can pull to both expand and refine their geo targeting reach.
If you're an advanced user already painfully familiar with how to get a new geotargeted campaign up and running via the AdWords interface, I created a handy anchor link so that you can skip ahead to the meatier stuff. Setting Up Geo-Targeting As you create a PPC campaign, you're offered with some initial options for geotargeting: If you already have a campaign set up, you can go to the Campaig... > Read more
Slate Labs has been developing a tool called Plain English that "translates" legalese, technical jargon or other lingo-heavy English into just plain English. NPR used the tool to translate the Federal Reserve's $600 billion stimulus plan. When you click on a yellow phrase, it toggles over to a gray translation in plain speech, like so: Note that you can't use it to automatically generate translations; it's just a way of presenting two versions of a text.
(I find Slate's disclaimer at the top of the page funny: This product is still in development. Contact us if you have an idea for how to use it. Aren't you supposed to come up with a reason for its being before you develop it?) Anyway, this got me thinking about all the corporate lingo that I used to disparage and have pret... > Read more
When my wife turned to Google to look for the best possible Tinkerbell costume for our daughter last month, she contributed to a sharp uptick in Halloween costume search volume: Businesses and product lines like Halloween costumes have really obvious seasonal demand fluctuations. Even things like heating oil are intensely seasonal.
If I'm an e-tailer on Black Friday understanding my query volume by time of year is really intuitive and seems like a no-brainer. But what if I sell software?Why You Would Care About Keyword Trend Data?The reality is, even for a SaaS company or someone selling a B2B product there will be some seasonality in your business. Things may slow down in July and August with vacations and may become sluggish again in December. If you can identify these trends at the... > Read more
Yesterday Google launched a new feature in Instant Search: Google Instant Previews. When this feature is activated, you can click the magnifying glass icon to the right of a search result to view a pop-up preview of the page before clicking through. It appears that the preview is sometimes an accurate representation of the page, as above; in other instances Google will remove and/or magnify a portion of the page to show relevancy, as below: The pop-out quotes show where the keyword ("civet coffee") appears on the page.
On this particular SERP, Google altered the appearance of the preview for about half the results on the first page. It's not entirely clear what governs this. Will this affect the behavior of the typical Google user? It's hard to say what impact this will ha... > Read more
If you are bidding on broad match keywords and ignoring your search queries, you are definitely wasting money, by not managing your negative keywords, missing out on profitable long-tail keyword opportunities, and possibly missing new emerging search trends in your market. Keywords are not search queries Keywords are not search queries, although search queries can be keywords.
Keywords are assumptions about the words we think our customer will use when using a search engine, while search queries are the reality. If you are only using exact match keywords in your PPC campaigns, then your keywords will match your customers' search queries exactly every time a search is matched to your ad. However, if you are taking advantage of broad and phrase match, oftentimes one keyword ca... > Read more
This is a guest post by David Harry. David Harry is an SEO and search analyst with Reliable SEO. He also writes on his SEO blog and runs the SEO Training Dojo, a top community in the SEO space. You can also track him down via Twitter: @theGypsy. Not so long ago the SEO world was quivering with excitement at a new shiny bobble for their lexicon: LDA (Latent Dirichlet Allocation).
Yes, you remember that one, don't ya? It all started with the poorly named SEOmoz tool and continued since then ushering in a new era of three-letter initialization snake oil. But really, this can still be a good moment for the search geeks of the realm, I promise. While it has left many sheeple with new smoke to waft in front of their mirrors, it has done something else far more valuable; it has SEOs talkin... > Read more
When analyzing the performance of your pay-per-click ads, one of the main factors you'll want to concentrate on is click-through rate (CTR). Ads with high CTR are desirable because they drive more traffic to your site in less time. In addition, a high CTR contributes to a good Quality Score, and that helps lower your cost per click.
It's also an indication that you're targeting a relevant, qualified audience, which can improve your conversion rate as well. (Of course you'll want to keep an eye on both metrics and make sure you're not sacrificing one in favor of the other.) Recently I scanned through the ads in our own AdWords account and identified some patterns in the ads with the highest click-through rates. Note that I've changed the examples so I'm not giving away our best creative, bu... > Read more
Halloween this year brought, along with the usual candy hangover, the launch of a much anticipated (by some, anyway) new search engine called Blekko, which has been in the works for several years. To compete with market leader Google and even Bing, any new search engine really needs to stand out, and Blekko sports a new concept: slashtag searching.
The idea is that you can follow any search with a slashtag that acts as a filter to narrow the scope of your results. For example, say you want to search for information about stars—as in the astronomical bodies, not the shape or famous people. You could restrict your results by searching for "stars /science"—that's the theory anyway. Nicely, when you type in "stars /" you get autocomplete suggestions for potentially related slashtags: The ... > Read more
One of the biggest mistakes that I see people make surrounding keyword organization is that they waste good to great structures. It's becoming better understood that intelligent paid search campaign organization is fundamental to paid search success, but just having a strong keyword structure isn't enough.
You have to then work to get the most out of that organizational advantage. How to Waste Great Keyword Structure in One Easy Step One of the really important things to understand about keyword grouping is that as you create new groups of keywords and get more and more granular with your segmentation, you're actually just speaking to an additional layer of intent. A keyword, after all, is an advertising control, and you're hand-picking a certain type of prospect with the keyword and signa... > Read more
I'm sure most of you are familiar with Google AdWords Impression Share reporting, now available in your Campaign tab. But how many of you are using the new "Analyze the Competition" tool available in your AdWords Opportunities tab? This new tool adds useful and detailed data for competitive intelligence.
To quote Craig Danuloff over at ClickEquations speaking about AdWords Impression Share data, "Maybe one day Google will share with us Impression Share at the ad group or even the keyword level. Wouldn't that be grand?"Well, not only did Google start offering share of impression data at the ad-group level, they also included categories, sub-categories, and comparisons for CTR, AvgPos, and Clicks. They even have a weird little video to explain exactly how it works:Why aren't we hearing more a... > Read more
Your landing pages – the pages that searchers land on after clicking on your ads – should usually be substantially different in content and style from a regular web page. This is because they are built around different goals. Web pages may be built to rank organically, to inform, to entertain, and sometimes to sell.
Landing pages are almost always intended to sell. Here are three points to keep in mind when creating landing pages as opposed to other types of pages. 1. Landing pages should be closely aligned with your keyword and ad. It's especially important when creating a PPC landing page to form a clear line between the keyword, the text ad, and the page. Using the keyword prominently in both the ad and the landing page demonstrates clear relevance to both the user and to Goog... > Read more
This is a guest post by Willy Oghinan, a search engine marketing consultant and CEO of Salesplux, a leading Google AdWords management and marketing enhancement company. With Google AdWords, you can build your brand and increase your customer base with near immediate results. However, the challenges in properly creating and managing an AdWords campaign are such that many marketers abandon the whole project before they can achieve any return on investment.
These challenges include, but are not restricted to, high bid rates that exceed your budget and non-converting clicks that further erode your spend. But there are two critical factors that go a long way toward ensuring greater AdWords marketing success, enabling you to implement precisely targeted advertising and turn your PPC campaign in... > Read more
As I went through the blog rounds this week collecting interesting links, I noticed a pattern: everything was turning up Google. Not exactly shocking in the search industry, I know. But for some reason this week seemed especially Googley. Here are some of the many Google stories I read this week. First up, Google has made a significant change to its local search results pages called "Place Search.
" According to Google, "We've clustered search results around specific locations so you can more easily make comparisons and decide where to go." As Patrick Altoft puts it, Google is phasing out organic search results for local queries, giving local results all the prime real estate: "The impact of this change is that in the long term any site that doesn’t have a physical address in the location... > Read more
So what are you going to be for Halloween? One of these kooky costumes for SEOs perhaps? (I like the RT of someone else's costume.) Too conceptual for you? You could work instead on "optimizing" a more traditional costume for maximum recognition—there's nothing worse than getting all dressed up and then having to tell everyone who you are.
In the meantime, reading our best posts of the month should work up your appetite for the incoming candy (fun-size is the best size). The Problem with Footer Links in SEO: This guest post by Lior Levin explores why footer links may be detrimental to both your site and the site you're linking to. Google is Testing New Sitelinks: Ken spotted a new sitelinks format in the SERPs. Have you seen this test? 11 Essential WordPress Plugins for Ne... > Read more
I’m sure by now that most of you have heard of Google AdWords’ new feature, Broad Match Modifiers (BMM). In short, by adding a simple “+” before a word in your broad match keyword, Google requires that word (or a close variation) to appear in the user’s search query. If you’re not excited, you should be.
This is exactly the type of feature that we advertisers have been asking for and can benefit greatly from. BMM gives us more visibility and control over how we spend our money. (Check out Alan Mitchell’s blog post on using Modified Broad Match and its effect on CTR and CPC if you still need to get pumped up about trying out this new feature.) So who should use this exciting new feature? Anyone who has been afraid to use Enhanced Broad Match (EBM) in the past because it’s ... > Read more
Out of work? Unhappy with your present gig? Interested in Internet Marketing? Why not start a career in online marketing? Consider applying for a Job at WordStream! We're on a mission to build the next generation of Internet Marketing Software solutions to simplify and improve customer success with PPC and SEO, and are currently hiring for the following search marketing jobs in sales, marketing and product development: We're hiring for the following positions and offer a competitive salary and benefits package: Director of Business Development: Become a significant revenue driver for WordStream by discovering new sales and partnership opportunties.
Director of Inside Sales: Have experience selling SaaS products and managing inside sales? Then come help us build and provide lead... > Read more
Click here to read Part 1 of our Complete Guide to AdWords Matching Options (covering broad match and modified broad match). Phrase Match The phrase match keyword option offers a much more targeted approach than broad match, but still allows flexibility for Google to match your ads to more queries than your exact keyword phrase.
When using the phrase match option, your advertisement will appear for searches that include your keyword phrase in the correct order, but can still display for queries including additional words. To use the phrase match option in AdWords, enter your keyword phrase in quotation marks. Entering your phrase as “Gel Batteries” indicates to Google that your advertisements should only appear when someone has entered a search term that includes this exact phr... > Read more
Selecting targeted keywords is the first step to setting up a PPC campaign in Google AdWords, but the keyword matching options that you use can also have a large impact on your success. There are five AdWords match types: Broad Match, Modified Broad Match, Phrase Match, Exact Match, and Negative Match.
All keyword match types have advantages and drawbacks, so we'll discuss each in detail to help you choose the most advantageous options for your goals.For our discussion of the different AdWords matching options, we'll use "Gel Batteries" as the example keyword to illustrate how different options affect when your advertisements will be displayed.Broad MatchBroad match is the default matching option for keywords used in your AdWords campaigns. A broad match keyword will be entered as Gel Batt... > Read more
There's been a lot of speculation this week, everywhere from The Atlantic to Hipster Runoff, that Apple is planning to buy Facebook. I'm pretty skeptical about this possibility, but nonetheless, it frightens me. No two companies I can think of have inspired so much cultish devotion among millennials, who rank brand loyalty up there with religion and ethnicity in terms of personal identification.
If Facebook and Apple joined forces, world domination couldn't be far behind. And that would be a scary world, a world with only rounded corners and far too many email notifications. Speculation began on Monday when Steve Jobs made intimations during an earnings call that Apple was poised to spend some of its $51 billion in cash on acquisitions. Or, as he put it, they have "a unique opportunit... > Read more
Your headline is the first thing people will see in the search results – assuming they notice your ad at all. To catch eyes and get clicks, it's essential to write a headline that:Includes your keyword, signaling relevance to the search, while alsoBeing unique and compelling, so it stands out from the crowdMost advertisers have the first qualification down.
The second part is harder; it takes cleverness and creativity to get say something interesting in just 25 characters. But better ads earn you higher click-through, so it's worth it to invest a little more effort into your ad's headline.Here are some dos and don'ts to consider when writing headlines for PPC.DON'T use a generic headlineDo a little competitive research on the keywords you plan to bid on before you write your ads, and tak... > Read more
So the crew over at SEO Dojo are at it again and have created a sick, new iPhone app called SEO Dojo Radio.Here's the iPhone App Description:SEO and all forms of internet marketing are our topics. We discuss industry news, SEO techniques and interview the top names in the SEO Game!Here are a couple of screenshots of the SEO Dojo Radio App too:Now, I'm a huge fan of SEO Dojo Radio.
And how can you not be with kick ass guests such as Jill Whalen, Debra Mastaler, Garrett French and former WordStream Director of Marketing and Measured SEM consultant Tom Demers.So if you're a fan of SEO news and insights, you're definitely going to want to download the new SEO Dojo Radio iPhone App.You can download it here: SEO Dojo Radio iPhone App Hit me up on Twitter: Follow @larrykim... > Read more
Most people who are familiar with SEO know that not all links are created equal. In addition to the “nofollow” tag, there are many ways that a webmaster can value or devalue a link, intentionally or unintentionally. This includes everything from the keywords included in the anchor text to the HTML formatting that surrounds the link.
However, there is one aspect that is often overlooked, especially by those relatively new to SEO: the position of the link on the page. Though a link can be stuck anywhere on a page, the search engines quietly judge links based on their location. One spot in particular – the site footer – has drawn their attention, and not for good reasons, so much so that Yahoo secured a patent aimed largely at devaluing footer links, and anecdotal evidence sug... > Read more
This Thursday, October 21, you have two opportunities to learn from WordStream. First, we'll be presenting the following SEMPO webinar: WHAT: Developing a Negative Keyword Strategy WHEN: Thurs., Oct. 21, at 12:00 PM Eastern (9:00 AM Pacific) WHERE: Online (register here) WHO SHOULD ATTEND: Executives, in-house marketers, SEMPO clients and prospects Do you know how to develop a negative keyword strategy? This FREE webinar will provide a series of tips and tricks for cutting the fat from your paid search accounts and for identifying irrelevant traffic that your keywords could be matched against, before you waste any advertising spend.
We will outline a repeatable process for leveraging negative keywords to help cut costs and improve the relevance of PPC traffic. Don't miss this opport... > Read more
This is a guest post by Caleb Levell, a search marketing, SEO and PPC consultant at Hanapin Marketing. His interests include search and social marketing, online collaboration, and social media for business and non-profit organizations. He blogs at PPC Hero and SEO Boy. At the beginning of September, Google AdWords and I were in a relational rut.
Our daily lives together had become monotonous and uninspired. Unfortunately, as much as I’d like to blame Google for our static relationship, the truth is Google was never short on ideas for me to implement into my client accounts. I, on the other hand, was stubborn and already knew what worked best for my accounts. After talking to some colleagues, I have found that this is a common problem among PPC account managers. When managing accounts, we... > Read more
Ideally you would be able to produce multiple new blog posts, press releases, case studies and newsletters every day, bolstering your company's supply of marketing content and appealing to Google's love of freshness. But the reality is you are not a machine, and can only write so much during your workday.
Given time and energy limitations, it's key you find efficient ways to reuse, recycle and repackage your content (otherwise known as repurposing your content). Here are five ways to repurpose your marketing content to save time and get maximum leverage out of your work. 1. Tweak a blog post you've published and pitch it as a guest post. Google doesn't look kindly upon duplicate content, and neither do your fellow bloggers, but if the posts are significantly different, you should be in the... > Read more
On Wednesday, Bing and Facebook announced a partnership to make search more social by integrating Facebook "likes" into search results. According to the Facebook blog: When you search for something on Bing or in web results on Facebook (powered by Bing), you'll be able to see your friends' faces next to web pages they've liked.
So, you can lean on friends to figure out the best websites for your search. In theory, if you search for "The Social Network" in Bing, you might see links to reviews or stories about the movie that your Facebook friends have given the thumbs-up. Or if you're searching for a hotel in Santa Monica, you might see that a friend liked a certain hotel's Facebook page. In addition, people in your FB network will be more likely to show up in searches for names. M... > Read more