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What’s funny about the popularity of Mad Men – a show that many claim to love yet never seem to actually watch – is that it depicts agency life during a completely different era of advertising. Imagine a show about AdWords? A live feed of marketers bidding on keywords with some character profiles peppered in there? Talk about content. And, no – it wouldn’t be called AdMen.
Well, even without a critically acclaimed period drama to motivate us, everyone here at WordStream has a lot to say about online marketing. Here is a sampling of our expertise, categorized for your convenience. Be sure to read the WordStream blog for a whole lot more.
AdWords Tips and Tricks
Write headlines that offer quick solutions. If you’re advertising a pest control service and somebody searches “get rid of mice,” give them the headline they want: Get Mice Out of Your House Today. Use your limited headline space wisely and you can drive more conversions.
Be specific to increase accuracy and credibility. The more credible you appear in your ads, the more clicks you’ll attract and the more visitors you’ll convert.
Create keywords that combine branded and non-branded terms. Branded terms make great keywords not only because they make it easy to create ads and landing pages, but also because they signify high levels of intent. That’s just it, though: bidding exclusively on branded terms means you’re only advertising to searchers who already know who you are. Combining branded terms with non-branded ones expands the reach of your ads while boosting your Quality Scores.
SEO Tips and Tricks
Become a master of internal links. Linking within a piece of content to other pieces of your content helps to keep visitors around longer and, in turn, to reduce bounce rates. Make sure to use specific anchor text; telling the reader what they’re clicking on makes it a more attractive link.
Make your images easy to read – easy for search engines to read, that is. Be descriptive with your file names and alternative texts so Google can find out what’s in the picture. This, plus a healthy (not too big!) dose of keywords, will help a lot with ranking in search.
Focus on create superb content. It sounds oversimplified, but it’s truly critical. Great content means more traffic, more engagement, and better rankings. You’ll generate buzz for your website and encourage reputable sites to link to your stuff. When Google sees that a highly credible site is referencing your work, they’ll deem you credible, too.
Social Media Tips and Tricks
Create a smooth visual experience. That means carrying the messaging and aesthetics of your social media ad over to the corresponding landing page. There’s nothing more jarring than clicking on an ad and ending up on a landing page that looks like it comes from a different universe. Make the experience seamless for your prospects.
Model your social ads after your best paid search ads. In the same sense that Quality Score determines AdWords placement, Relevance Score controls Facebook ad placement. It stands to reason that ad copy that performs well on Google SERPs will do well on social, too. Plus, using similar messaging across platforms improves the cohesiveness and visibility of your brand presence.
Invest in remarketing efforts. Otherwise, you’re putting all your eggs (money) in one basket (ad). Look – as good as your social ads may be, the chances that a prospect is going to immediately click and convert the first time they see you in their feed is pretty, pretty, pretty low. Remarketing is a no-brainer tactic to increase the chances of turning a prospect into a customer.