16- May2018
Posted By: DPadmin
10 Views

5 Tips to Make PPC Ads Work for Your Business

According to recent studies, paid ads get 65 percent of clicks in searches with high commercial intent. This can include a paid ad set up to target a specific audience. Take a look at how to set up new PPC campaigns for good returns.

PPC advertising has become one of the most influential online marketing options for businesses. It is designed to engage people and lead into sales that can improve the bottom line. To make sure you do this the right way and launch a good PPC campaign, it’s best to understand the intricate details beforehand.

What is PPC advertising?

The term stands for pay-per-click advertising, meaning that each time someone clicks the ad, a set rate is charged to the advertiser. This rate can vary based on the agreement you’ve established beforehand.

You can use PPC to display ads for specific services or goods depending on what you’re selling. The goal is to put these ads in front of people who are already interested in the subject and might be looking for the product through search engines, forums or websites.

Setting up PPC campaigns

1. Establish a budget.

Start by establishing a daily, weekly or monthly budget as soon as possible. This is the set rate at which you will launch the ads. If you don’t have a budget, it is easy to start wasting money on failed campaigns. A set budget can streamline the setup and make sure it works according to your financial means. If not, it is easy to toss away money without even noticing it.

Look at the various rates and learn more about them before launching the ad on a platform. This will give you the gist of what’s going on and how much it will cost per click.

2. Set campaign goals.

You can only see the value of PPC advertising if you sets goals for your business. This can include the number of leads you want to come in via ads or even the number of recorded sales per ad. All of this information should be tracked and kept in mind during the campaign.

By looking into and establishing these goals, it’s easier to avoid making mistakes. A PPC ad is only as good as the person running it. Setting goals helps you remain on top of things without failing.

3. Split-test ads and platforms.

Take the time to split-test as much as possible, whether with advertisements or platforms. You want to take all of this information into consideration beforehand. The goal is to determine how the ads will be run and how they will work.

For example, imagine one ad doesn’t work well but another does. You don’t want to keep running the failed ad because you don’t know which one is doing well. This happens all the time when you put up a bunch of ads and hope for the best.

4. Emphasize relevance.

PPC advertisements have to be as focused as possible because of the value they bring. Relevance is the name of the game, because putting ads up in front of the wrong people will lead to inefficiencies. Targeting is essential for the long term.

Focus on a solution that is as relevant as possible. Take the time to sit down and write specific keywords that relate to your business and its products. The goal is to have a good feel for what you want to target.

5. Don’t ignore tracking.

Let’s imagine an ad has been set up and it’s time to start raking in new leads. How are you going to keep tabs on what’s working and what isn’t? This is where tracking can help, as it ensures each lead who engages with the ad is recorded. With Google AdWords, you can have all of this information listed in the main console online. It’s best to go through this information and set up a personal tracker as well. This reduces the wasted money from unrefined campaigns.

PPC advertising can have a lot of benefits, but it is important to set things up properly. It takes time and a lot of work, but it is well worth the hassle. A good PPC advertising campaign can launch your business forward better than anything else could. This is why it is such an appreciated online marketing method: It works well and can change the outlook of a business in a matter of days or even minutes.

Source: 5 Tips to Make PPC Ads Work for Your Business

11- Oct2017
Posted By: DPadmin
145 Views

How to compete with national retailers by utilising the power of PPC: a guide for small retailers – Retail Times

What is PPC? Pay-Per-Click advertising is a form of online advertising in which you pay a certain fee each time someone clicks on one of your ads. In simple terms, if you create ad copy that contains the word “summer shoes”, and your target audience is women, PPC can enable your ad to show up as the top result in Google for someone searching “summer shoes for women”.

Most national retailers are well aware of PPC advertising and integrate it into their marketing campaigns. By doing so, they are able to dominate local listings and effectively leave local retailers behind. This also blocks local retailers from gaining access to a national audience.

Having a PPC strategy is essential to generate traffic to your website and thus, boost your sales. To ensure your PPC strategy is effective, you need to have certain practices in place.

So, what can be done to compete with national retailers who have a huge advertising budget, nationwide presence and brand awareness at a local level?

Utilise the power of location-based advertising

All the main search engines and social media platforms allow you to display ads (both text and image) in specific locations. This can be done at city or town level (such as “Oxford” or “Abingdon”) or by using a radius around a location such as “10 miles around Abingdon” or “5 miles around OX1”.

Because the message can be specifically targeted at a chosen location, it can be tailored to that audience. National retailers rarely push out local messages, focusing on a more general approach. This gives local retailers an advantage.

A few examples include:

  1. Using localised keywords as part of your PPC keyword selection, such as:
    • “Washing Machines Skipton”
    • “Dishwashers Portishead”
    • “Hair Dryers Oxford”

These searches are hyper localised and predominantly performed by people in the local area looking for a local retailer. Thus, Click Through Rates and Conversion Rates are likely to be high.

  1. Using localised messages in your ad copy to advertise your local presence. These could be:
    • “Washing machines Oxford”
    • “Local washing machine shop in Oxford”
    • “In stock in Oxford right now”
    • “Oxford’s number 1 washing machine centre”
    • “Get advice, drop in to our Warrington branch or call”
  1. Using the display URL in AdWords to advertise your location: www.example.com/oxford or www.hooversbuxton.co.uk.
  2. Promoting your local phone numbers in your ads and onsite, which increases local relevancy and can drive increases in calls, sales and revenue.

Mobile is everything

Imagine this: you are out and about, and suddenly realise you have completely forgotten about a birthday party your daughter is going to later in the day. What’s your first instinct?

Pull out your smartphone and search for “kid’s birthday presents”. Go to the nearest store that pops up. Job done.

Mobile has completely dominated the way we search, which opens a variety of opportunities for retailers. However, it can be a challenge. Local businesses often don’t recognise the importance of making their sites mobile-friendly.

Google uses mobile-first indexing, which means mobile-friendly pages are more likely to be found, as they will show up higher in search engine rankings. Use that to your advantage!

Make it easy for people to find you

The above-mentioned scenario relies heavily on a customer being able to find you easily. The first step to achieving that is by setting up a Google My Business account. By getting your business listed, and including all the relevant (and up to date) details, such as your address, phone number, website etc. you make sure customers will be able to find you quickly and easily.

When using Google Maps, and searching for a particular product, we are often shown a box which contains three listings in the local area which match our query and supply the product or service we are looking for. This box is called the “Google Local pack” – and it’s very convenient to be a part of it!

Ensuring your Google My Business account is set up properly, and linked to your advertising account will help you get the top spot and thus your address will show up for people who are searching for your products locally. 

Rank higher in Google, so people find you more often

It is universally known, that people rarely venture past the first two pages of Google (or Bing) search results. This means, as a retailer, it should be your goal to rank as high as possible.

You can achieve that by doing one of two things (or, for best effects, by a combination of both):

Create high-quality content for your website. Whether it be blogs, case studies, ‘How to?’ guides – the possibilities are endless. What matters is that it shows expertise, is comprehensive, goes deep into the subject and of course, focuses on the keywords you are targeting.

Even if you think your niche or specialism is not something you can create engaging content about – think again. Curiosity is deeply embedded in human nature and therefore you can be confident that the more quality content you create, the more people will want to read more.

The second part of ranking high is by bidding on certain keywords, which will help position your website higher in search results. For example, if you choose to bid on “Christmas gifts Durham”, a link to your page will be displayed to people searching for that term.

However, even if your listing shows up first, but the ad isn’t very enticing, they might choose a different website. Therefore, make sure you invest in good quality ad copy as well.

Plan for seasonality

You probably won’t run all your AdWords accounts all year round. It is important to look at trends data to ensure you are planning for product seasonality.

If you have been managing your account for a while, the data available to you is invaluable and can be used for more accurate creation of future campaigns. However, bear in mind that if you have a wide range of products, the seasonality of different products will be varied as well.

For more insight on how to plan for seasonality in retail have a look at our guide on how to get a PPC account ready for Christmas-time sales

Believe in yourself!

Finally, never forget to believe in yourself and your business’s potential. Being a small, local business doesn’t mean you don’t stand a chance with national retailers.

Remember, people love what they know – and being a local business means there’s a bigger chance your potential consumers will form an emotional connection with you.

Increasing your online presence is bound to increase your brand awareness. Whether you are a kid’s goods supplier or a car dealership, the end goal is for people to associate your area of activity with your brand.

Source: How to compete with national retailers by utilising the power of PPC: a guide for small retailers – Retail Times

11- Oct2017
Posted By: DPadmin
176 Views

How to Turn Your Company’s Pinterest Efforts Into a Lead-Generation Machine

By thinking like a search engine marketer, you just might discover a powerful new marketing channel.

Pinterest is one of the most underrated social networks for lead generation and customer acquisition. But, in fact, Pinterest is one of the largest social media networks in the world. Used by 175 million people, it’s growing at a rate that’s doubling and tripling in some international markets.

Since Pinterest is also a platform that grows from organic search discovery via user-generated content, it can increase brand awareness among its users, and even non-users who stumble across a Pinterest page during a search.

Business owners who invest the time in optimizing their Pinterest exposure to reach prospective customers can create a reliable lead-generation machine without needing to invest large sums of money. Here’s how to leverage Pinterest to develop your own marketing channel to yield reliable results.

Think like a search-engine marketer.

In many ways, Pinterest functions like a visual search engine. The platform combs through board titles, pin titles, pin descriptions and pin tags to surface relevant content for users. The platform also relies on users to collect and compile this content, which ultimately makes the discovery process fun and rewarding.

Given this reality, those interested in using Pinterest as a lead-generation machine should think like a search-engine marketer. The first thing marketers must do is identify a series of target keywords. Tools like Moz Keyword Explorer, Uber Suggest and Keywordtool.io can help you to identify keywords your target audience is already searching.

Once you’ve selected those keywords, it’s time to create a search-optimized Pinterest profile. Make sure that your username and profile URL include a target keyword, if that’s possible. Once your profile is created, you should begin creating boards that include topically relevant information that prospects may be searching for.

It’s also important to optimize each individual pin within a board. The name of the pin and the pin description should use a target keyword to ensure that the content you upload surfaces when a user searches either on the Pinterest platform or a search engine.

Consider advertising on Pinterest.

About 30 percent of American internet users use Pinterest and nearly 80 percent of active Pinterest users say they use the platform to help make purchasing decisions. While Pinterest may not be the first platform you think of when it comes to digital advertising, given those numbers, the platfrom could be a highly effective digital advertising channel for you.

With that in mind, Pinterest recently announced a new option for organizations with smaller ad budgets. Now, advertisers have access to a self-service option that connects potential Pinterest advertisers with a host of creative professionals who are capable of producing compelling visual Pinterest ad content. While advertisers do need to pay for creating such ad content, Pinterest doesn’t take a cut.

This referral option can be a cost-effective means for marketers to test Pinterest without having to invest the time to organically optimize a profile and create or curate content in-house.

Create a pinning workflow.

For those interested in committing to Pinterest long term, it’s important to create a pinning workflow so that you and your team regularly update your profile with relevant content. By enriching your Pinterest profile, you’ll be expanding the reach of your account. In time, increased reach will mean more leads produced from this social media channel.

Consider adding Pinterest as part of your content-production workflow. Each new blog post, ebook or infographic your team creates should be added to Pinterest as a form of content syndication.

Optimize the off-site experience.

ComScore found that social media users access their platforms via a mobile device 79 percent of the time. Marketers interested in driving Pinterest users back to a company website, therefore, should ensure that the website is mobile optimized.

Otherwise, you may be creating a poor experience for the visitor that will not result in a conversion. Alternatively, if you are able to create a pleasant mobile experience, website visitors will be more likely to convert into a lead.

Measure performance with tracking links.

In 1966, Peter Drucker wrote his famous book, The Effective Executive. In it he coined the phrase “What gets measured gets managed.” This was true over 50 years ago, and it’s still true today. A simple way to measure, and therefore manage, Pinterest performance is by using a simple tracking link. Platforms as straightforward as Bit.ly and as advanced as Marketo offer tracking links that can help marketers determine if Pinterest is working effectively, and which specific boards or pins are working better than others.

Conclusion

While most marketers are focused on optimizing social networks like Facebook and Instagram, Pinterest offers businesses an interesting collection of highly engaged users who are using Pinterest to find new products and companies. By thinking like a search engine marketer, or trying out some of Pinterest’s advertiser tools, you just might discover a uniquely powerful new marketing channel that could become your very own lead-generation machine.

Source: How to Turn Your Company’s Pinterest Efforts Into a Lead-Generation Machine

27- Sep2017
Posted By: DPadmin
169 Views

Find your target audience with YouTube video advertising

Contributor Will Scott outlines six reasons why your business can’t afford to ignore YouTube when it comes to online marketing.

Advertising on YouTube is a cost-effective way to reach potential customers for nearly any product or business. YouTube users consume more than a billion hours of video content per day on the site. Within that large volume of traffic, advertisers are able to target specific demographics and regions.

For startups and international corporations alike, the video-sharing website has become an increasingly popular place to advertise. In 2017, 20 percent of all video ad revenues in America will go to YouTube, according to eMarketer forecasts. Below, find out why so many businesses are turning to YouTube for online marketing.

1. High rate of consumption

With over a billion users, YouTube hosts nearly one-third of all the people online. And the platform reaches more 18- to 49-year-olds than any cable network in the US, according to YouTube.

With younger generations reluctant to pay for television and cable, YouTube provides a free alternative for all kinds of media content, from music videos and tutorials to vlogs and cat videos. Industry-specific and informational videos are an effective place to reach niche markets, but outreach across YouTube puts your message in front of a much broader audience.

2. Find your business’s target audience

As with other online platforms, advertisers on YouTube have the freedom to target specific regions and demographics for their advertising budget. By sponsoring specific kinds of content, your business can advertise on the types of videos most likely to appeal to your potential customers.

Nationwide and industry-specific targeting is easy with the suite of options available to advertisers. Because many viewers are logged into their personal YouTube accounts, advertisers can target specific populations based on their search history and other key data. Affinity audiences allow your business to target viewers based on categories of interests, like auto enthusiasts or do-it-yourselfers.

3. Follow your audience along the consumer journey

Depending on search terms and video content, you can target customers with different types of videos. Is a viewer already comparison-shopping for your service? Your commercial may need to emphasize reasons to choose your business. On the other hand, the same video may not be effective for your established customers.

Customer Match allows you to filter the audience for particular videos using data from AdWords and uploaded email lists. By showing specific videos to your customers and newsletter subscribers, you can reinforce brand loyalty and shape the reputation of your company.

4. Part of a diverse advertising strategy

Facebook is likely to remain the biggest player in social media, but YouTube has a solid footing with vloggers and video content. Rather than advertising exclusively on one website, it’s better to plan an inclusive strategy that includes both social media and paid search advertising on Google.

When users move between search engines and different social media platforms, it’s important to have a clear presence across the different arenas for advertising. The mobile viewers on YouTube spend 40 minutes in an average session. Advertising directly on YouTube allows your business to reach your audience when they aren’t actively on Facebook or interacting with search engines.

5. Measurability

Unlike other forms of advertising, online ads provide detailed information about the effectiveness of each listing. Exposures, click-through rates, bounce rates and conversions are just a few of the critical data points that would be nearly impossible to objectively measure with radio, billboards and conventional alternatives.

With data about which ads are most effective, your business is better able to tailor promotional and marketing strategies in the future. The relative success of certain ads can serve as market research into the selling points and products most important to consumers.

6. Audience research

Unlike with conventional television, YouTube advertisers can allow viewers to “skip” after the first few seconds of a commercial. While millennial viewers skip videos nearly 60 percent of the time, according to a survey from LaunchLeap, that isn’t necessarily a bad thing for advertisers. Viewers eager to skip after the first few seconds likely aren’t interested in the product or service, and platforms like TrueView allow you to pay only for the content watched to completion.

The data about which viewers click “skip,” on the other hand, can be beneficial for evaluating the success of different marketing strategies. You can even learn how long viewers continued to watch, whether they skipped immediately or after a certain point in the commercial.

The major benefits of advertising on YouTube parallel the advantages of other online marketing strategies. Unlike billboards and other tangible forms of product promotion, online advertising is easily scalable to fit any budget. A higher available budget can be used for a higher level of exposure and views. On the other hand, a small budget can be specific for targeting a niche industry or interest group.

YouTube video advertising is just one of many important elements for promoting your company’s presence online. Make the most of this vibrant social network by making sure that your business is a visible participant.

Source: Find your target audience with YouTube video advertising

26- Sep2017
Posted By: DPadmin
195 Views

Common PPC keyword mistakes (Understanding broad match vs. phrase match vs. exact match) | Search Engine Watch

Google AdWords offers three major keyword match types: broad match, phrase match, and exact match. It’s safe to say that if not you don’t know how to use each correctly, you could be wasting your PPC budget.Choosing the right keyword match types can help you target your ads better so you get higher-quality traffic to your site. Match types are simple to understand, so it’s important to take time to learn about them before you do anything else with your PPC campaigns.

What are match types for PPC advertising?

The first question is easy: What does match type mean? In short, the match type you choose for each keyword specifies which searches Google can show your ad. Your match type determines whether a wide audience will see your ads or whether your ads will only show for a few highly targeted searchers.

Your first step is to create a keyword to track by navigating to the “keywords” tab and clicking the red “+Keywords” button, as shown below:

After clicking the red button you will be taken to a page where you can add multiple keywords, as shown below:

Once you save that keyword, you can select the keyword to change the match type. Consider the specific differences below:

Broad match

Of all the keyword match types, broad match casts the widest net. When you choose broad match for a keyword Google will show your ad to people who type in all kinds of variations of your keyword, as well as the keyword itself.

For example, let’s say your keyword is ceramic pots. If you set this keyword to broad match, your ad won’t just show up for people who type ceramic pots into the search bar. Google will also show it to people looking for blue ceramic potsceramic cooking pots, and cooking pot ceramic. Your ad can even show up when people type in synonyms of your keyword, like pottery cookware.

Simply click in the keyword to change the match type:

Broad match is the default match type for keywords, so if you haven’t adjusted your keywords’ match type, they’re currently set to broad match. You don’t need to use any special symbols to set a keyword to broad match, although you do need to use symbols for other match types – more on that in a minute.

It’s a good idea to use broad match keywords when you want to reach the widest audience possible. Depending on what you’re trying to achieve, though, this strength could become a weakness. The impressions you get from broad match keywords aren’t very targeted, and that could mean you’re paying for clicks from people who weren’t interested in your offer to begin with.

Modified broad match

You can get around some of the downsides of broad match keywords by using a modified broad match type instead. This lets you specify which words must be in a search query for your ad to show.

If you do this, your keyword still falls under the broad match umbrella, but you have a little more control over who sees your ads. Modified broad match is a powerful tool for keeping your keywords flexible while cutting down on irrelevant traffic.

To modify a broad match keyword, place a + sign directly in front of any word that must be in a query for your ad to display. For instance, to re-use our example above, you could modify your keyword by changing it to +ceramic pots.

This tells Google not to show your ad unless “ceramic” is somewhere in the query. For instance, your ad could show up for ceramic bakeware and stockpot ceramic, but not for pottery cookware.

You can also insert a “+” before more than one word in your keyword. If you wanted your ad to show only for queries that included both the words “ceramic” and “pots,” you could modify your keyword to +ceramic +pots.

Phrase match

Phrase match lets you specify an exact phrase that must be in a searcher’s query for your ad to appear. It lets you hone in on your intended audience more than the broad match type, but isn’t as restrictive as exact match.

To set a keyword to phrase match, put quotation marks around it. This lets Google know to only show your ad to people who used your exact keyword (or close variations of it) somewhere in their query. If your phrase match keyword is “ceramic pots”, your ad can show up for the searches “heavy-duty ceramic pots” and “ceramic pot with lid” but not “ceramic cooking pots.”

Exact match

When you use an exact match keyword, your ad will show up for people who type in that exact keyword (or close variations of it) and nothing else. This match type will limit your impressions the most, so use it with caution. The impressions you do get, however, will be highly targeted, so they’ll be more valuable than the impressions you’d get from a broad match keyword.

Set a keyword to exact match by putting it in square brackets – for example, [ceramic pots]. Only people who type ceramic pots or close variations of it into the search bar will see your ad. There’s no way to turn off close variation matching in Google, so your ad will still show for people who search for ceramic pot or another very similar term.

 

Negative match

Negative match isn’t a keyword match type in the same way as the ones above. Rather, it lets you specify words you don’t want your ad to show for. If you know your ad won’t be relevant if a certain word is in a search query, set that word as a negative match. Google won’t show your ads to any of those searchers.

For instance, if ceramic pot is your keyword and you’re selling cooking pots, you might want to set “vase” as a negative match. Otherwise, people looking for ceramic vases might stumble upon your site and then leave right away, which only wastes your advertising dollars.

Set a word as a negative keyword by including a “-” in front of it, like this: -vase. Below shows you how to navigate to the negative keyword tab. You simply click the red button once again, and here you have a choice if you want these negative keywords to be for one campaign or your entire ad group, as you can see below:

What counts as a close variation?

We’ve mentioned a couple of times that Google automatically lumps very similar terms in with your keyword. At this point, you might be wondering what a close variation actually is. According to Google’s page on keyword matching options, close variations include all of the following:

  • Common misspellings
  • Singular versions of plural words, and vice versa
  • Acronyms
  • Abbreviations
  • Stemmings, or words that all have the same root – e.g. cook, cooking, and cooked
  • Accents

How can you make sure you’re choosing the right match type?

Now that you know what all the match types do, how should you plan your keyword strategy? Google recommends starting out with broad match keywords and then narrowing them down as appropriate. Keep an eye on your search terms report, which tells you which queries people typed in to see your ad.

If you notice that your ad is showing up for a lot of unrelated or irrelevant queries, try adding negative keywords to weed some of them out, or use more restrictive match types for your keywords.

You can find your search terms report using a variety of tools. AgencyAnalytics is one such tool that allows you to also click the keywords tab (shown below) for all of your keyword data to help create a full picture:

It’s also a good idea to vary your keyword match types. Don’t use all broad match keywords, or your ad will display for too many people who aren’t interested. Likewise, if you only use exact match, your ads might not show up often enough to get you good results.

Mix it up based on what makes sense for each keyword, and aim for a good balance between reaching a wide audience and showing your ads to the right people.

The takeaway

You can choose great PPC keywords, but if you don’t deploy them well, they won’t get you the results you want. Choosing your keyword match types is an important way to determine which searchers see your ads, and this ultimately impacts your sales.

Monitor your search terms report to see how your match types are performing, and adjust them as needed, and you just might notice a big difference in your traffic and sales.

What’s your strategy for using keyword match types? Tell us your thoughts in the comments below!

Source: Common PPC keyword mistakes (Understanding broad match vs. phrase match vs. exact match) | Search Engine Watch

26- Sep2017
Posted By: DPadmin
110 Views

An integrated approach: From SEO to PPC and beyond

For most businesses, the summer season means a slow-down in industry events — but for digital marketers, there is no rest! My company was out in force at both The Turing Festival and BrightonSEO this year, both of which represent fantastic forums for knowledge-sharing and networking.

Reflecting on what were hugely insightful conferences, I’d like to run over themes that stood out to me — and how digital marketers can put insights drawn from them into practice.

Attendees of both conferences were spoiled for choice: Speakers from the world’s largest and most inspiring companies, including Google, Moz and Skyscanner, headlined stages. Members of our paid search team were particularly wowed by the session delivered by Wil Reynolds, the founder of Seer Interactive.

Breaking down silos

Wil Reynolds’s background commanded the audience’s attention from the get-go with a story that is still relatively unusual in the marketing world. Originally an SEO expert who turned to PPC, Reynolds suggested that the notion of switching between elements of search marketing shouldn’t be unusual in 2017, but that it unfortunately still is.

Typically, search professionals specialize in either paid or organic search and rarely move from one to the other. However, combining these skill sets can strengthen a marketing team and add value to the services it delivers to its clients.

I think that’s an important lesson for marketers, whether agency or client-side. Integrated marketing strategies are more effective than siloed efforts, and we have no shortage of case studies to that effect here at QueryClick.

Describing how he broke out of his own silo and combined SEO with PPC, Reynolds highlighted how the two areas of search complement each other — a message that resonates with me personally as a marketing professional who recognizes that an integrated approach delivers the strongest results.

A holistic approach

In a modern digital marketing world, however, the merging of skills goes far beyond mastering both SEO and PPC. The way people consume content has drastically changed over the last decade. The rise in mobile media consumption has led to a diverse range of content platforms, and marketers now have extensive opportunities to tailor their messaging and reach their target audiences.

To ensure consistency across platforms, today’s brands demand an integrated approach with a cross-skilled team that breaks down silos, produces more meaningful data and offers them more bang for their buck.

Running organic and paid search campaigns simultaneously (with a single point of truth in reporting) allows integrated marketing teams to define the keywords that have the highest conversion rate and therefore determine the themes that will optimize a brand’s overall digital marketing strategy. To work effectively, however, it must be rolled out across SEO, PPC, social media, PR and conversion rate optimization (CRO), with each team working closely together in order to achieve the brand’s end goals.

Bridging the gap

Of course, there are risks to adopting an integrated approach. There can be a huge disconnect between PPC and SEO campaigns, for example, and work must be done to bridge the gap between both disciplines. Ensuring that the work of the SEO and PPC teams complement each other, and that they can yield valuable data and insights for that work, should result in campaigns that are more targeted and relevant to the brand’s audience.

I’ve written before about how you can integrate paid and organic search behaviour in a blended “Halo” report, and I think it’s just one example where integrating channels provides significant insight value to both channels.

Of course, creating an integrated strategy is an art form as much as it is a science, and without the appropriate tools at hand, it’s not always possible. Power BI, a data visualization tool which can pull deeper integrated organic and paid metrics together, can help marketers present a visual representation of PPC and SEO activity live, allowing both teams to move away from working and reporting in silos and allowing an instantly accessible “single point of truth.”

Get the full picture

During the conclusion of his session at The Turing Festival, Reynolds pointed out that it is important to recognize that SEO and PPC look at the world differently. He described PPC professionals as being akin to “creative accountants,” working to meticulous precision, and suggested that SEOs are more like “poker players,” keeping their cards close to their chest.

Although the skills and mindsets of these specialists are very different, combining both organic and paid results shows the full SEM picture and allows digital marketers to deliver stronger results to their clients. This, in turn, informs the strategy for the whole digital marketing team, from PR to social. If mastered, a data-led, integrated approach is the holy grail of modern search marketing.

Source: An integrated approach: From SEO to PPC and beyond

14- Aug2017
Posted By: DPadmin
199 Views

How to Show Up on the First Page of Google (Even if You’re a Nobody) | Neil Patel

first page

There’s a joke that asks, “Where should you bury something that you don’t want people to find?”

Answer: On the second page of Google.

Sure, it’s corny. But there’s still some truth to that statement.

75% of people will never scroll past the first page on a Google search.

That means you can’t afford to be ranking on the second, third, or fourth page.

You just won’t get the clicks and traffic you need to make SEO worth your time and money.

And you need that organic traffic because 93% of online experiences begin with a search engine.

On top of that, there are over 1 trillion searches every single month!

A good SEO presence has the power to drive inbound traffic that could grow your business for years to come.

But the average-joe website owner doesn’t have the power to rank on the first page of Google for the best keywords.

There are already countless high-profile websites capitalizing on the top industry keywords.

And there are thousands of other bloggers trying to rank for that keyword as well.

That means the deck is stacked. And it’s not in your favor.

You shouldn’t give up, though! There are a few proven methods that I’ve used and found success with to show up on the first page of Google.

And the best part is that you don’t need the authority or links to rank for many of these keywords.

I can teach you how to show up for them anyway.

First, I’ll explain why you’re doomed for now.

And second, I’ll show you how to use this problem to your advantage to rank on the first page of Google despite your shortcomings.

Ready to get started? Let’s do it.

Why you probably can’t rank on the first page of Google anytime soon

I’m going to be straight with you:

You’re pretty much doomed. If you’re trying to get noticed and rank organically on the first page for popular industry keywords like “SEO Guide,” it’s not going to happen anytime soon.

If you’re just starting out, you’ve got no domain authority, a tiny backlink profile, and hardly any traction as a result.

And if you take a look at Google’s first page results for “SEO Guide,” you’ll quickly see what the major problem you’re up against is:

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See what I mean? The domain authorities of these top page rankings are going to blow any new website out of the water.

Moz? 93 domain authority. Kissmetrics? 85.

How many backlinks does that #1 spot have? 18,389 to be exact.

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That’s more than most of us will get on our entire site. Ever.

Plus, these guides have been up for years!

The Beginner’s Guide to SEO from Moz has been up for five years or so. Their website claims that over three million people have read it.

You get the idea.

Sites that have been around for a long time are going to dominate the top page rankings for popular industry keywords.

These people are producing stellar content and getting countless backlinks to their content.

If you’re just starting out, you need to pursue different strategies.

You can’t afford to wait around for five years to rank on the bottom of the first page for “SEO Guide.” Not with the number of hours and dollars it would take.

But that’s OK!

Just realize that you’re not going to rank organically for it right now.

The good news is that you don’t need to. There’s still hope.

The trick is to readjust your strategy and use different methods to still show up for your target keywords.

Here’s how to do it.

1. Start by dominating long-tail keywords

There are more long-tail keywords out there than big, popular ones.

Here’s a simple comparison to explain the difference:

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And my own beautifully simple example:

  • ‘Head’ keyword = “SEO guide”
  • Long-tail =  “SEO guide for small businesses 2017”

Each might not send you a ton of traffic. However, long-tail keywords do in total when you add a bunch of them up.

For example, I was able to increase my organic traffic to 173,336 visitors monthly using a long-tail strategy.

Long-tail searches also make up the majority of searches on Google.

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You should target these long-tail keywords because they’re easier to rank for. And that means they’ll usually take less time and money.

So you’re not going up against the mammoth, industry-leading companies on these search engine result pages (SERPs).

Still skeptical of the power of long-tail strategies? I was, too, at first!But then I read about how Amazon makes 57% of their sales from long-tail keywords.

How? Because long-tail searches are looking for very specific information, whereas short-tail keywords are more general.

If you can give the searcher specific information, they’re going to stick around and convert.

Here’s an example SERP of a long-tail keyword search to help you get an idea of how it’s possible to rank for them.

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Do you notice that the SERP isn’t overcrowded with industry influencers and top blogs?

Sure, there are still a few in there, but the top-ranking sites are ones that you’ve probably never heard of.

Instead of going up against a website with a 93 domain authority, here’s what the first ranking page for this long-tail search query looks like:

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Now I’ve got your attention, right?

So sure, this keyword might have lower search volume than “SEO Guide.”

But remember that these long-tail keyword conversion rates are almost always higher.

And you know what I preach:

Traffic doesn’t mean anything if people don’t convert!If you’re getting 50,000 visitors a month from a popular keyword, but nobody is converting, it’s not doing you much good.

Instead of putting all your eggs in one basket for “SEO Guide,” create more content and optimize it for long-tail searches to dominate the SERPs!

Now let’s talk about a few ways to rank for the more popular terms that you just can’t seem to resist. And let’s do it without any ‘classic’ SEO.

2. Pay to reach the top of the AdWords search network

AdWords?

Now, you may be thinking, “Neil, my friend, my mentor, you do know that AdWords is not organic search, right?”

Well, just hear me out on this one, okay?

I’m going to start this one off with an example because it’s the only way to understand how truly effective this strategy can be.

So let’s fire up a search for “Best CRM.”

Here’s what the results page looks like:

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It looks a bit different, doesn’t it? There’s not a single organic result until you scroll past the fold.

You’ve got four AdWords search network ads and a featured snippet from a single organic result.

It takes the user multiple steps just to reach the organic results and decide what to click on this SERP.

But something even more important jumps out at me here.

The keyword intent and the results that appear don’t line up.

Here’s what I mean.

Check out the first three ads:

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They all talk about their own CRM and say that they’re the best in the industry.

That’s not surprising, necessarily. Everyone wants their products and services to be seen as the best.

But for this search, that’s a problem.

And more importantly, this is an opportunity for you to show up for that keyword.Here’s why.

What are people looking for when they type in “Best CRM?”

Are they looking for Salesforce or Zoho or Pipedrive right now?

No. They’re looking for a CRM comparison to see which one is the best. They want to consider their alternatives and options before deciding.

You can validate this by looking at the organic results, which all feature comparison articles and reviews.

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Google wants to help the searcher find what they’re looking for as fast as possible.

That means the top organic results usually reflect the searcher’s intent.

So instead of looking for a branded PPC ad about one product being the best, a searcher is looking for CRM comparisons!

Now, do you remember those top 3 PPC results? They’re probably not getting any clicks because they’re not answering the searcher’s question.

The content doesn’t match the intent behind the search query.

But look at the 4th result:

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If I were a betting man (which I am), I’d bet you that this low-domain-authority website is getting countless clicks for “Best CRM.”

I’d bet that this ad outperforms the ones above it.

This no-name site can rank with the big boys because they’ve done a better job matching keyword intent with their ad.

It’s practically cheating the system, and it works perfectly.

Now check out all of the traffic you have the opportunity to steal without competing for it head-on with massive brands in the organic rankings:

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Instead of preaching about their product, the fourth ad lines up their content to look exactly like the organic results.

However, they show up before the organic results with no effort spent on link building.

You don’t need to organically rank for a keyword to get traffic for that keyword. Just remember to match the searcher’s intent and mimic the organic results to drive traffic.

3. Write more blog posts than your competition

What’s the downside of a long-tail keyword strategy?

You can’t stuff a bunch of random keywords onto the same page. You should still focus on one or two keywords per post, max.

That means you’re going to have to create a lot more content!

This is no great secret.

If you write more content, you’ve got a better shot at ranking on the first page of Google.

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The more you write, the more pages get indexed, and the more traffic you bring to your site.

If you’re writing 5-10 posts a month, it’s still not enough.

Your competition and industry leaders are writing 16+ every single month.

You can’t reasonably expect to outrank a competitor or catch up to an industry leader by writing less, can you?

No way.

You need to write like your business depends on it. Because based on the information above, it does!

And it can’t be any old 500-word blog post that you slap together in an hour.

Here’s what the top content on Google looks like on average.

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Everything on the first page of Google is over 2,000 words.

That means that you need to write more in-depth content that guides users through the process of solving their problems.

This content should be actionable and filled with images, examples, and step-by-step instructions.

Now is about the time when you start thinking, “How on Earth am I going to carve out time to write more?”

If that’s the case, maybe you need to hire someone.

The good news is that content marketing costs 62% less than other marketing mediums. All while generating 3x the number of leads.

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If you want to start ranking for the top keywords, you need to produce valuable, unique content — and lots of it.

On top of that, you also need to optimize your content to generate the highest CTR possible.

Why? Because optimizing headlines and meta descriptions for searchers can result in a 10% increase in CTR.

And an increase in CTR means you’re on your way to ranking higher.

Here’s an example:

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Why do you think this Search Engine Land post outranks the post below it?

Take a look at that headline!

Instead of a basic headline, they make you think about what you just searched.

It goes against the grain of normal, acceptable advice. It’s like a pattern interruption that causes you to stop what you’re doing.

Now you’re rethinking everything you once thought was true!

Here are a few powerful headline templates to try immediately to boost your organic CTR:

[ ______________ ] Using These 5 Strategic Moves
10 Quick Moves to [ ________________ ] and Increase Revenue
How I Used These 5 Moves to [ ____________ ]

Interested in more headline tips to increase your CTR and boost your rankings? Start with my in-depth guide on headlines.

4. Get reviewed and featured in round-ups

Sometimes, spending money on PPC ads to rank higher for keywords isn’t an option.

Spending too much time and money on creating long-form guides to rank for your desired keywords also may not be feasible.

Luckily, you can still get your name featured in top-ranking content! All while doing a fraction of the work.

Rather than having your official site placed on the top page of Google from AdWords or organic rankings, you can get featured in round-up posts with minimal time and effort.

Here’s what I mean:

Just go to Google and search “best SEO tools 2017”:

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All the results are roundup-style posts in which the authors review and analyze the top tools.

It’s basically free advertising.

You can get your name out to thousands upon thousands of consumers a month who are clicking on those top-ranking posts.

For example, let’s click on the first result from PC Magazine:

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They cover each SEO tool, providing reviews of each feature the tools have and then helping to prioritize them for everyone else.

Now, you can use these roundup-style posts to your advantage. Rank well on these posts, and you’ll get tons of traffic in return.

For example, thousands of people are already searching for “SEO tools.”

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Then you can conduct outreach to have your tool featured in those comparisons.

And that traffic can be huge:

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If you’re featured on all of the comparison posts that already rank on the top page, you’re going to get traffic from each one of those.

And this traffic will already be primed to buy from you.

A few simple outreach efforts can now save you years of grinding away in obscurity to get your brand in front of eager searchers.

No time, no money, and just a little effort can still get your brand in the top results.

If the deck is stacked against you in one game, just switch the game that you’re playing.

Conclusion

Showing up on the first page of Google is nearly impossible if you’re just starting out.

That’s harsh, but it’s also true.

Industry leaders who’ve been producing content for years dominate all of the best keywords and SERPs.

Many of them have been spending millions on big-budget ad campaigns, too.

So you can’t expect to rank first when you’re new.

The competition is already so far out ahead. They’ve been accumulating thousands of links and countless shares while this business was still a twinkle in your eye.

Their brands are well-established, and their authority is too high.

But you still need organic traffic to thrive and keep your business growing.

Thankfully, there are a few workarounds.

Try researching and producing content for long-tail keywords. The volume might be lower, but so is the competition.

Use sneaky tactics like PPC ads to rank above the organic results for an extremely popular ‘head’ keyword that you know you’ll never be able to rank for organically.

Try getting reviewed in roundup-style posts to get featured on top articles.

There’s plenty of unconventional methods to get your brand in front of the traffic that you crave.

You just have to get a little creative and understand that you might not always rank for the top terms.

But other methods exist to get similar results if you know where to look.

What strategies have you used to rank on the first page of Google?

Source: How to Show Up on the First Page of Google (Even if You’re a Nobody)

11- Aug2017
Posted By: DPadmin
165 Views

Cost-effective digital advertising methods that every brand must adopt

A major advantage of digital advertising is Pay per Click payment mode, which means advertiser does not pay any extra amount to the partner website other than the number of clicks on the advertisement.

The best advertising strategy is one that helps the advertiser in delivering the message to a maximum number of people at a minimum cost. That is why from startup companies to large corporates; digital advertising is the first choice of smart businesses all over the world.

Almost a year back, the IT giant Cisco saved $ 100,000 when it decided to promote the newly launched router on digital platforms only. These days’ advertisers bet on digital advertising solutions because they help them accurately analyse the return on cost and the overall impact of an advertising campaign. A forecast made by PwC USA also claims that digital advertising is growing exponentially and American companies are going to spend $38.6bn by 2019 in this domain. In contrast, newspaper advertising is going to have a tough time and could experience a negative growth of 33% during the same period.

A major advantage of digital advertising is Pay per Click (PPC) payment mode, which means advertiser does not pay any extra amount to the partner website other than the number of clicks on the advertisement. Besides, display of an ad on both desktop and mobile screen ensure maximum outreach of a brand. Also, the mass appeal of social media and the availability of advanced analytical tools on social networks make Digital Advertising highly cost-effective and result oriented.

Strategies that Bring Results and Save Money
The cost of digital advertising is significantly cheaper than traditional advertising and businesses can save a great amount of if they carefully focus on the following things.

To ensure best returns from a digital advertising campaign, it should be targeted to the right audience. Advertisers who carefully select their target audience using the first-party data, second-party data, and third-party data as per their relevance receive impressions from the potential customers only. Data-based audience segmentation empowers advertisers with informed bidding decisions which ensure the success of an ad campaign and save money for the businesses.

Chase the Majority with Dayparting
Dayparting means dividing the scheduled week/day into multiple time slots and selecting those time slots when potential customers are expected to view and click on the ad. Various analytical tools help to study and predict the media consumption behaviour of the target audience and enable the advertiser to broadcast the ad at the right time. Dayparting ensures maximum return from a digital ad campaign because it empowers the advertiser with effective bidding strategies.

Keep the Campaign Fresh with Frequency Capping
Frequency capping decides that how many times the ad will be displayed or broadcasted to the particular audience during the total duration of the campaign. Advertisers who strategically fix the frequency capping usually get better attention of the people and they positively influence the decision of the prospective buyer. Low-frequency cap is considered beneficial for new campaigns with fresh creative while in the case of repeat/revised campaign frequency capping should be increased moderately.

Choose the Right Destination with Geotargeting
Geo targeting means more qualified leads and maximum utilisation of the ad spends because it allows the advertiser to run a campaign in selected geographical locations. The target area can be finalised within a particular state, city or even a selected region of the city which ultimately reduce advertising waste. Geotargeting is an ideal way to control advertisement investments in digital landscapes as it enables the advertiser to develop a customised campaign for niche segments. Geotargeting is also a very useful tool for advertisers in collecting the information of potential customers, their buying habits and consumption behaviour. It also helps them to study market trends, the position of the competitors and what approaches they are following to promote their products.

Source: Cost-effective digital advertising methods that every brand must adopt

10- Jul2017
Posted By: DPadmin
217 Views

How To Determine The Right PPC Advertising Budget

One of the top questions I hear from clients and prospects is, “How much should our budget be for pay-per-click advertising?”

The answer to identifying the appropriate PPC advertising budget depends on projections, assumptions and math. In this article, I’ll dive into a few of the formulas we use to help companies determine how much to spend on online advertising.

Lead Generation Formula

The core purpose of running paid ads is to achieve a business objective. We use a lead generation equation to help us reach that objective. The equations are simple:

(Revenue / Sales Period) / Average Sale = Number of Customers

Number of Customers / Conversion Rate = Number of Leads

Number of Leads / Conversion Rate on Traffic = Amount of Traffic

Let’s fill in these equations with some real numbers. Let’s say there is a revenue goal of $1 million. There are 12 sales periods per year (recurring monthly revenue) and the average sale per customer is $1,000.

($1 million / 12) / $1,000 = 83.33 customers

To get to $1 million in revenue, you’ll need about 84 customers. Now, let’s assume your sales team closes one out of every five leads, or 20%.

83.33 customers / 20% = 416.66 leads

Assuming a 20% close rate, you’ll need about 417 leads per year. Let’s assume 5% of your paid advertising traffic actually fills out a contact form to qualify as a lead.

416.66 leads / 5% conversion rate = 8,333.33 visits

With a 5% contact form conversion rate, you’ll need about 8,334 website visits to generate 417 leads, which will translate into 84 customers, which will equate to $1 million in revenue.

Of course, that’s if the numbers work out, which leads us to the next step in determining an advertising budget.

Existing Marketing Strategy

Paid advertising is only necessary if other marketing tactics fall short of achieving your revenue objective. Essentially, paid ads can help make up for the shortcomings of search engine optimization, email marketing, social media marketing and other forms of marketing meant to drive leads for your business.

Which marketing assets are currently driving results?

Taking into account how SEO, email, social and other marketing tactics are performing provides a more holistic marketing strategy. For example, if the strategies for SEO, email and social get you to 75% of your revenue objectives, then you’ll know paid advertising needs to account for the remaining 25%. Instead of driving $1 million in revenue, paid advertising can focus on driving $250,000 of revenue.

Competitor Analysis

What are your competitors spending on paid ads? What are their targeted keywords?

You can spy on your competitor’s paid advertising activity by using a service like SpyFu or SEMRush. Simply plug in your competitor’s website URL and these services will estimate their Google AdWords activity – including their estimated monthly spend, targeted keywords and ads.

The key here is to analyze at least five competitors to get a good baseline for the average spend in your industry. Make a list of three known competitors. Then, include two competitors who are bidding on your target keyword.

Let’s say competitor one is spending $3,000 per month, competitor two is spending $4,500, competitor three spends $0, competitor four spends $10,000, and competitor five spends $2,000.

Typically we’ll throw out the high and low to average out the remaining three competitors and get a ballpark estimate of what a company should roughly spend on Google AdWords to be competitive in their respective industry. In the example above, averaging out competitor spend estimates a monthly budget of $3,166 would be enough to be competitive.

But would it really, given your business objectives of $1 million in revenue? Let’s do some keyword research to see if search volumes will achieve your revenue results.

Source: How To Determine The Right PPC Advertising Budget

24- Feb2016
Posted By: Guardian Owl
277 Views

Google To Shut Down Google Compare Products In US And UK On March 23

The vertical lead generation programs for credit cards, auto insurance, mortgages and travel insurance will start winding down Tuesday, February 23.Google’s lead generation product known as Google Compare, will start sunsetting this week.Google’s lead generation product known as Google Compare, will start sunsetting this week.

In an email sent to partners and acquired by Search Engine Land, the Google Compare Team told Compare partners on Monday night that the product will start to wind down on Tuesday, February 23, 2016. Google Compare will shut down completely in both the US and UK — the two markets where Compare is offered — one month later on March 23.

The email to Compare partners:

From: Google Compare Team
Subject: An Update on Google Compare

Dear Partner,

Beginning on February 23, 2016, we will start ramping down the Google Compare product, which is currently live in both the US and UK. We plan to terminate the service as of March 23, 2016. As you know, Google Compare (formerly Google Advisor in the U.S.) has been a specialized, standalone service that enables consumers to get quotes from a number of providers for financial products such as car and travel insurance, credit cards and mortgages.

Despite people turning to Google for financial services information, the Google Compare service itself hasn’t driven the success we hoped for. We greatly appreciate your partnership and understand that this decision will be disappointing to some. But after a lot of careful consideration, we’ve decided that focusing more intently on AdWords and future innovations will enable us to provide fresh, comprehensive answers to Google users, and to provide our financial services partners with the best return on investment.

We’re grateful for all the feedback that you have provided over the course of this product’s development, and we are looking forward to partnering with you to achieve greater success in the future.

We will work with you during this transition and beyond. Please reach out to your Google representative if you have any questions and to discuss the next steps.

The Google Compare Team

Google has confirmed the email’s authenticity.

The company only recently began rebuilding the Compare product from the ashes of the Advisor program in the US. The single piece left standing from that initial effort was the credit card offering — savings accounts, CDs and mortgages had all discontinued. Compare for Auto Insurance launched just last March, starting in California. Then Google relaunched Compare for Mortgage quotes in November with Zillow and Lending Tree among the launch partners. Both of those relaunches had limited roll outs. In the UK, Google Compare has been running since 2012 for car insurance, mortgage rates, credit cards and travel insurance.

A Google spokesperson told Search Engine Land that while searches on these queries remained high, the product didn’t get the traction it hoped for and revenue was minimal. That’s in part due to the limited availability of the products in both the US and the UK.

In the UK, the Compare product also came under scrutiny in 2014 by the Financial Conduct Authority, the UK financial services industry regulator, when comparison sites complained Google was competing unfairly by placing its own product at the top of the search results. However, any legal concerns did not play a role in the decision to close Compare, we’re told.

What’s next? Google says the focus will primarily be on AdWords and transitioning partners to standard ad products. However, it may still focus on the space and look at new product avenues.

While the move will come as a surprise to many outside the company, apparently internally this decision to terminate Compare is not coming as a shock. The Google spokesperson said the company will help Googlers currently working on Compare find new roles within the company.

Source: Google To Shut Down Google Compare Products In US And UK On March 23