It’s exciting to start a new search engine optimization (SEO) campaign, whether you’re handling all the little pieces yourself or you’re outsourcing the work to an agency. You’ll invest time and/or money in creating outstanding content, promoting that content, and restructuring your site so you’re more easily seen and categorized by search engines. Then, you can watch the fruits of your labor develop and reap the rewards of your efforts.
But wait. How can you tell that your SEO campaign is working in the first place?
What Do You Mean By “Working”?
First, we need to be clear about what we mean when we say your campaign is “working.” It’s a vague term that means different things to different people. Accordingly, you’ll need to define what a “working” campaign would look like for your specific business:
- Deciding your main goals. What are your main goals for this campaign? The general approach is to seek ambiguous improvement, ranking higher and getting more traffic. But is that what you’re really after? Are you in SEO just to see a monetary return, or would you prefer to earn more brand exposure? Is SEO just an incidental pursuit, working in conjunction with your content marketing campaign? On top of that, what kind of results are you hoping to see? Is there a specific level of traffic volume you’d like to grow to?
- Evaluating pace. If you aren’t seeing results after a week of effort, there’s no cause for concern; SEO is a long-term strategy. Accordingly, you need to consider the pace of your growth and the time you’ve invested as variables when you measure results and success. Most SEO campaigns see few results at the beginning, see an explosion of results in the middle, and then level off in the late stages.
- Setting reasonable expectations. You should also set reasonable expectations for what results to see based on what you’re investing. Generally, the more you spend and the more time you invest, the more results you can expect to see—at every stage of growth. If you half-bake a blog post once a month, you can’t expect to get the same results as someone spending tens of thousands of dollars working with a professional content agency.
Key Metrics to Consider
So which metrics, specifically, are we looking at? Which numbers will illustrate whether or not your campaign is working the way you want it to?
- Keyword rankings. Keyword rankings are where newcomers usually start. They’re a good indicator of upward momentum in search engines, but won’t illustrate the total package. You can use tools like SEMRush or AgencyAnalytics to keep tabs on your previous and current rankings for any number of head and long-tail keywords you like—Google won’t give you the data directly, so a third party is all but necessary here.
- Inbound links. You’ll also want to use a link profile monitoring tool like Moz’s Open Site Explorer, watching for new links and carefully evaluating your current link profile. New earned links are an indicator that your reputation is growing (and that your content is worth linking to).
- Organic traffic. From here onward, Google Analytics is the best all-around choice for measurement. Organic traffic refers to the number of people who visited your site after finding it in search engines. It’s better than keyword rankings alone, since it tells you not only how much visibility you’re getting, but how much traction you’re getting as well.
- Referral traffic. If you’re building external links, you should also look at your referral traffic. It’s more a pleasant side effect of your strategy than it is a direct result of SEO, but it’s still worth measuring; referral traffic can be a powerful indicator of how well your off-site content is performing.
- Conversions and revenue. Ideally, your content and SEO strategy will connect directly to your sales strategy. You can use your content to funnel visitors to conversion opportunities, and therefore drive revenue. Measuring the new sales and revenue you get from your SEO campaign is important to calculate your overall ROI—the figure that will indicate whether your efforts are turning a profit.
What Kind of Growth Should You Expect?
You know these numbers are meant to show growth, but how much growth should you expect, assuming a reasonable dedicated budget?
- The first month. No matter how much you spend, it’s unlikely that you’ll see results after only a month. It takes time to publish content, promote content, earn links, and establish a reputation. You might see higher rankings due to on-site optimization, but it will be minimal at best.
- The first year. After six months or so, you should start seeing more meaningful results (possibly after two or three months, if you’re working aggressively). By the end of the first year, you should be leagues ahead of where you were, and possibly even be breaking a positive ROI.
- Ongoing improvements. After a year or two of work, your results will probably level off, returning you slow ranking progression and similar levels of traffic. You’ll need to make ongoing improvements and changes to sustain those results, however; though the fundamentals of SEO remain relatively similar throughout the years, there are always new algorithm tweaks and opportunities you’ll need to account for.
So is your SEO campaign working? Hopefully, this article has brought you a little closer to an answer. If you feel like you aren’t getting the results you should with the time and effort you’re investing, you’ll need to make an adjustment and keep going; keeping things the same will only continue to breed the same results.
We’ve all heard of growth marketing.
But what does growth marketing actually mean?
At the risk of over-simplifying, growth marketing is essentially the path to attracting the right visitors to your business. Not just the low-hanging-fruit, top-of-funnel visitors, but those who are “sticky” and likely to lead to a conversion or sale.
Search engine marketing (SEM) is the unsung hero — and the secret weapon — for today’s growth marketing leaders.
In addition to achieving a successful consumer decision journey across multiple channels and devices, search delivers bottom-line results and ensures on-track results for the long-term.
Here are six best practices for a winning SEM strategy.
1. Deliver Value Across the Decision Journey
As the behavior of your fragmented customers evolves, your growth marketing plan should as well.
Who are the customers behind all those clicks?
New research from Bing Ads allows us to better understand the five distinct stages all customers share:
- Initiation: Getting background information and buying landscape to become a more informed researcher.
- Research: Exploring buying guides, recommendations, and products that meet basic criteria.
- Compare: Comparing a handful of products that meet the customer’s criteria, including ratings, reviews, features, and cost.
- Transaction: Finding where to buy, then seeing pricing and promotions, availability, and local stores.
- Experience: Getting customer service, asking maintenance questions, and making additional purchases.
2. Align Your Campaign & Business Goals
Search can impact, and help you measure, your business goals.
Be sure to align your SEM strategy with your campaign objectives:
- Brand awareness and perception: Bid competitively on your non-brand, brand, and competitors’ keywords. Non-brand searches are the key to starting a journey: 72 percent of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click. Searchers were 30 percent likelier to conduct a branded search after being exposed to a brand ad on a generic search query or a competitor’s branded query.
- Win new customers: Consumers rely on search to inform purchase decisions. SEM can help with every stage of the decision process. At the start of their journey, 49 percent of consumers use a search engine to find the products they want.
- Drive sales: Search’s strength is driving conversions. It outperforms other marketing channels across devices in conversion rates.
- Enter new markets: The ubiquity of search allows you to activate a cross-border marketing strategy that drives foot traffic with Location Extensions, get more phone calls with Call Extensions, and increase ad clicks with Sitelink Extensions.
3. Expand Your Marketing Funnel
As our constant companion, search is no longer just a product — it’s a behavior.
We turn to search at all times and in all places, whether on our desktops, laptops, tablets, or smartphones.
Understanding how people search at different points on their purchase journeys opens the door to engage your brand with this new audience.
Having become an engine of insights, search now delivers influence throughout the five buying stages (initiation, research, compare, transaction, and experience).
SEM also reinforces your conversion funnel and unifies disparate marketing activities.
4. Take Audience Targeting to the Next Level
Right-time, right-place engagement alone is no longer enough to compel potential customers.
You need to reach as many unique searchers as possible utilizing audience targeting.
Step 1: Build richer buyer personas that consider these factors:
- Behavioral: Past behaviors are useful for understanding consumers’ interests and their likelihood to purchase. To better measure user behavior, analyze activities across websites, searches, and content.
- Demographic: Buying preferences are influenced by elementary but important factors that include age, gender, and location.
- Contextual: Consumers often search in the moment. Analyzing where, when, and how they search can provide useful content for creating more impactful ad campaigns.
Step 2: Choose keywords that align with the key stages and mindsets of your target customers:
- Initiation: Keywords such as “What is” and “Benefits of” work best at this stage.
- Research: Keywords such as “Buying guide” and “Models” work best at this stage.
- Compare: Keywords such as “Reviews” and “Features” work best at this stage.
- Transaction: Keywords such as “Where” and “Coupon” work best at this stage.
- Experience: Keywords such as “Support” and “Experience” work best at this stage.
5. Lift Other Investments with Paid Search
Optimize your search efforts by combining organic search with a paid SEM strategy.
- Search and social: Customers who click your paid search and social ads are likelier to buy and spend more. Strengthen your keyword coverage to get more impressions, and tailor your bidding strategy for commercial-related PPC campaigns.
- Search and TV: Search volume spikes for days after a commercial airs. In a Bing Ads study of the biggest commercial event of the year, the Super Bowl, the increase in branded search volume followed a consistent pattern across industries.
- Search and display: Conversion rates increased by 52 percent while display and search were running simultaneously. Not only did conversion metrics increase, but campaign reach (impressions) increased by 45 percent as well.
- Search and other channels: When Bing Ads is alone in the purchase path, purchases have a 27 percent higher order average order value than purchases not including Bing Ads, which also generate value when paired with other channels.
6. Fight & Win the Battle for Paid Search Budget Share
SEM still competes with other channels for a share of your marketing budget.
So bring along hard data that connects the dots between search engine marketing and business benefits.
Your budget share battle plan involves three elements:
Pick the Right Metrics to Measure SEM Impact
Metrics provide an easy way to see what is and isn’t working.
Your team can test, change and optimize your brand’s SEM strategy for better results.
Focus your reporting by identifying and tracking key performance indicators that reflect your business goals:
- Acquiring new customers
- Driving foot traffic
- Getting more phone calls
- Increasing ad clicks
- Building your brand trust
- Expanding cross-border strategy
Separate SEM Impacts from Other Channels
Know which channels drive your marketing results.
Each sale is the culmination of a series of marketing touches that may involve several channels over the course of days or even weeks.
Attribution gets quite complex at times, so if you can prove campaigns with paid search deliver ROI and bottom-line results, you’ll unlock more budget and further optimize search performance.
Apply the Same Process to Allocate Budget Between AdWords & Bing Ads
This last piece falls into place when you analyze the paid click share and query that each SEM option represents within your industry.
You’ll not only get your business in front of a large audience, you’ll be confident that your paid ads will lead to clicks.
SEM is the backbone of today’s marketing mix.
With so many channels and more fragmented customer journeys, the real challenge is ensuring you engage audiences at the right time through the right device.
You no longer can afford to put all of your marketing dollars into one search ad network.
Follow the best practices outlined here to maximize the reach, impact, and value of your paid search campaigns with bottom-line results.
Then your fight for marketing resources will be far easier to win!
If you’ve been thinking about starting a search engine optimization (SEO) campaign, you’ve likely run into a serious obstacle: money. Big-name agencies charge upwards of tens of thousands of dollars a month to manage a campaign, and hiring a new full-time manager and/or a suite of specialized contractors to help you execute the work could cost you just as much.
So is there a way to start an SEO campaign without a significant monetary investment?
The Three Ingredients of SEO
Let’s explore the question by first describing the three main pillars of SEO:
1. On-site optimization. On-site optimization is all about making sure search engines will index your pages, providing a functional website for users, and including enough content so that search engines will be able to present your site for the right types of queries. Most on-site optimization tactics are one-time changes with occasional tweaks and upgrades in the future.
2. Ongoing content development. Publishing new content for your site on a regular basis increases your site’s domain authority, which in turn increases your likelihood of ranking. It also provides more keyword-rich content for search engines to index, and gives you a chance to earn more inbound links.
3. Link building. Finally, you’ll want to spend time building or earning links for your site. The quality and quantity of links you have will dictate your overall authority, so it’s not something you can afford to neglect.
All three of these strategic areas, when developed over time, will cumulatively result in higher domain authority, which will lead to higher rankings for all queries relevant to your site.
What You Can Do With (Almost) No Money
Let’s say you don’t want to spend much money a campaign—or that you want to try to spend no money whatsoever. What can you do to get started in SEO?
- Choose a website builder that supports SEO. If you’re trying to save money, you probably won’t be able to afford a custom build. Instead, you’ll need to rely on a free or inexpensive website builder, using design templates to put your site together. Thankfully, most modern website builders support SEO, offering professional coding that search engines will index cleanly, and guides to help you set up your site to be found in search engines. This will help you get off to a good start.
- Choose strong keyword and topic targets. Next, you’ll need to spend some time researching which keywords and topics you want to target in your on-site optimization and ongoing content. Moz’s Keyword Explorer tool is relatively accessible to newcomers, with helpful descriptions to guide your research and final decisions. Once you have a set of keywords and topics to work with, you can make progress in other areas.
- Optimize your titles and meta descriptions. The titles and meta descriptions of your site’s pages are what will show up in searches for your site. Make sure they’re optimized with keywords relevant to the on-page content, and are phrased in an enticing way (to maximize click-throughs). Depending on the size of your site, this will likely only take a few hours.
- Write strong content on all your core pages. Every main page on your site should have at least several hundred words of content on it; this is the “meat” that Google will use to analyze the purpose of your content, and the context by which it will judge the quality of the page. Be accurate, concise, and descriptive.
- Produce new content at least once a week. You don’t need to spend money if you create your own content, but make sure you’re writing high-quality material that your audience actually wants to read. If you’re just getting started, a post a week should be enough to help you build momentum, but you’ll eventually want to scale up.
- Build your off-site presence. Spend some time building up your off-site presence; make sure you’ve claimed your brand’s social media profiles on each major social platform, and write rich content for their description sections. Start posting regularly on each channel, with occasional links to your on-site content.
- Encourage sharing and linking. Through your social media channels, off-site forums, and other outlets, try to encourage your earliest audience members to share and link to your content as much as possible. The more links you earn naturally, the higher your domain authority will grow, and the more shares you get, the more people you’ll have reading and engaging with your material.
- Start building links. Link building is usually difficult for newcomers with a small budget, but it’s not impossible. You’ll need to invest time in landing guest authorship spots on external publishers, and work to get your content featured in as many external sources as possible. You’ll also need to support your work with ongoing syndication and sharing, maximizing your chances of earning links from your audience. Without links, you can’t build authority, so make sure this is a part of even your earliest fledgling strategies. Link building is the most difficult of the SEO pillars, but I’ve written a full guide on how to do it called SEO Link Building: The Ultimate Step-by-Step Guide.
When You’ll Need Money
These strategies can get you started with an SEO campaign, even if you don’t have much money to spend, but alone, they probably won’t earn you the results you want. If you want to be successful in today’s highly competitive SEO market, you’ll need to invest some serious time into the quality and frequency of your published content.
You’ll need to earn links on high-authority publishers, and you’ll need to build a loyal audience, and relatively quickly. And while it’s certainly possible to do all this yourself, it’s far more efficient, especially if you’re new to the world of SEO and you’re wearing many startup hats, to pay an expert to help you out, providing direction and accomplishing the legwork.
Every dollar you spend on SEO, so long as you spend it with the right agency or contractor, will provide more than its share of returns.
Due to the degree of difficulty and ever-increasing complexity of search engine optimization, you can’t fully erase the qualms of small businesses when it comes to ROI.
You can’t really blame them though. After all, if I’m pouring in over a thousand dollars a month on a strategy that doesn’t improve my sales, I’d begin to question my investment decisions, too.
But before you hit the brakes and abandon ship, you need to understand that SEO is a “go big or go home” kind of commitment. It’s not something you can casually do on the side — overshadowed by a collection of other marketing strategies — and expect it to produce substantial results.
Statistics show that the top result on Google has a 33.64% click-through rate. This is significantly reduced to only 5.61% on the fourth position — tapering off to only 0.95% by the tenth.
In other words, you either go all-in with everything you’ve got, or give up SEO altogether. Just do yourself a favor and decide now — will you keep pressing on, or call it quits?
Still here? Good.
It’s time to set the direction of your SEO campaign straight. But first, you need to identify the top reasons why it’s not producing results in the first place.
1. Your Campaign Is Led By Amateurs
It may sound harsh, but in SEO, there’s no room for amateurs.
You can’t expect to win against a stacked, full-service SEO agency if you only have a subpar “specialist” or team with half-baked strategies and truckloads of guesswork.
Sure, a budget SEO services company might be capable of putting your brand on Google’s first page. But even if they do manage to help you secure one of the top three spots, then they were most likely only targeting unprofitable keywords just to get you excited.
Remember that effective SEO requires a tremendous amount of work. It requires a team to be well-equipped and ready to take on even competitive keywords.
More importantly, they can design a system wherein your SEO efforts can directly translate to sales. This means they already know everything else in this list like the back of their hand.
2. You Didn’t Build Enough Branded Links
Here’s An Inescapable Fact: You’ll Never Snag One of the top three positions until Google trusts you.
From an SEO angle, brand building can be reflected across multiple areas. One of which is in the science of link building — more specifically, the aspect of keyword optimization.
A lot of new businesses make the mistake of optimizing too much for niche-related keywords. As a result, they build an unnatural backlink profile that doesn’t establish brand authority.
To help you understand this, let’s take a look at the homepage backlink profile of one of the biggest brands in the e-commerce space — Amazon:
- Amazon.com – 30%
- Amazon – 28%
- www.amazon.com – 16%
- https://www.amazon.com/ – 12%
- Niche-relevant keywords – 6%
- Others – 8%
Notice anything peculiar? Yes, up to 58% of their homepage backlinks contain a branded anchors — 86% if you include the naked URLs.
Put simply, you need to optimize for branded anchor texts on your homepage if you want to .
Think about it — authoritative brands that legitimately draw the attention of online users would naturally amass branded links to its homepage. That’s why you should aim to have at least 80% of your homepage links to have a branded anchor text.
3. You Forgot To Build Your Brand
In online marketing, brand building can pertain to different activities.
Influencer marketing, for example, is one endeavor that will definitely benefit your brand. It describes practices that will let you leverage the authority and online reach of other experts, brands, or other customers to improve your reputation and boost buyer confidence.
Granted, being on Google’s first page is impressive in its own right. But the influx of traffic you can achieve is meaningless if your visitors don’t have even an ounce of trust in your brand.
A common solution is to have a steady supply of relevant and useful content for your target audience. The more valuable and accurate information you freely provide, the easier your content consumers will turn into paying customers.
Another area of brand building is investing in social signals that incorporate social proof numbers and user-generated content.
For instance, if one of your posts have garnered thousands of likes, re-shares, and positive comments on social media, other users would become more receptive of your value propositions. Your content’s potential for links would also exponentially increase as more people share and engage it.
Some of the best ways to generate social proof is to launch social media contests and track brand mentions with a social listening tool.
4. You Don’t Score Your Seo Leads
Keep in mind that brand discovery through search engines is only the first step in the customer’s journey. They may not complete a purchase during their first visit, but you can show them the path to conversion by delivering content that matches their needs.
This is where the art of lead scoring steps in.
According to statistics, companies that have an effective lead scoring system can improve their lead generation ROI by up to 77%. It’s a marketing strategy that involves giving points to leads whenever they perform actions, and then sending them off to the sales team whenever they reach a certain “point threshold”.
For example, if one prospect clicks to a webinar landing page via a newsletter, then they can be attributed a point. But once they do attend your webinar, then their lead score can be increased by 5-10 points.
With SEO in mind, lead scoring begins by assessing the search terms and links they used to find your site.
If they used a keyword that signals a high purchase intent, then it might be ideal to send them off to the quickest path to sales. But if they arrived at your homepage via a branded link, then they most likely need a more proper introduction to your brand’s story and unique value propositions.
Remember, SEO is an incredibly intricate mechanism with a lot of moving parts. Considering the
fact that SEO can be bloody expensive, you can’t really blame small businesses who are hesitant to adopt an SEO strategy in their marketing.
Hopefully, learning the reasons why SEO isn’t affecting your bottom line would set your direction straight. If you’d like to know more about the SEO landscape in 2018, feel free to check out this post. Good luck!
Initiating a new Google AdWords campaign is exciting, whether you’re running a small campaign or a large one. To run a successful campaign, follow these seven steps.
Businesses are extremely effective when it comes to driving qualified and relevant traffic to your website – especially when people type in specific keywords related to your business.
What are Google ads?
Google offers businesses the opportunity to advertise on their search pages. This is Google’s exclusive advertising platform where advertisers bid on specific keywords in order for their ads to appear in the search results when people type them in.
Since advertisers pay for these clicks, Google makes money from these campaigns – known as pay-per-click (PPC) campaigns. Depending on the relevancy of the keywords to conversions for your business (and the competitiveness of the keywords), this type of campaign may need to be tweaked to suit your specific needs, ensuring that you don’t spend money on the wrong content and keywords.
How do Google ads appear?
Google ads typically appear once an auction is completely focused on specific keywords. How do Google ads appear?
- Advertisers choose a list of words and phrases relevant to their business based on the terms people are most likely to use when searching for related products and services.
- Advertisers then bid on these keywords covering how much they are willing to pay for users to click on their ads.
- Google combines a quality score along with the bid to determine which ads appear on the search engine.
- Once the user clicks on your ad, you will need to pay a specific cost based on Google’s cost per click for that particular ad.
AdWords typically work on an auction system. This system takes place during every keyword search undertaken by users.
What affects a quality score on Google?
In order to win AdWords on Google and have your ad appear in relation to specific keywords, you’ll need to ensure that your quality score is high. A higher score and good bid amount will put you in a better position to get your ad placed on a Google SERP. The following factors make a difference to your quality score:
- Relevance of the search query to your Google ad and ad group
- Relevance of your ad to your landing page
- Historical data covering the click-through rate for the ad and ad group
- Historical account performance
What are the benefits of a higher quality score on Google?
Apart from getting your ad placed for certain keywords, there are additional benefits for your business if you have a higher quality score, such as:
- Lower costs. Google tends to reward advertisers who have high quality scores in the form of lower costs per click, which ultimately helps enhance their return on investment.
- Greater exposure. With higher quality scores, you will notice your ads displaying more often in the search engine and in more prominent positions than others, which enables you to get more conversions and clicks without having to change your bid.
Businesses looking to build successful ad campaigns on Google should always try to get a higher quality score for their long-term benefits.
How to make your Google Ad campaign successful
Certain actions will help make your Google ad campaign more successful, so make sure you follow them in your quest to build the online reputation of your business.
Keep track of customer demand
One of the key ingredients of a successful Google ad campaign is customer demand. If people aren’t searching for relevant products and services, then your efforts in Google are hardly going to work. Before starting any online campaign, check the following:
- Ensure adequate search volume to target the market you’re going after
- Research what consumers are looking for and tailor your ad solutions accordingly
- Create products and services that are in demand.
Once you’re able to keep track of customer demand, you’ll be in a better position to deliver a successful Google ad campaign.
Always have a clear goal in mind
Any SEM campaign must have a goal and the desired outcome in mind in order to be successful. You will likely run an AdWords campaign in your quest to grow sales or win followers for your business, in addition to creating more brand awareness. Consider the following:
- What is the outcome you’re looking to achieve from your ad campaign?
- Who are you looking to target?
- What kind of keywords are being searched for that may be relevant to your business?
- How can you make your ad relevant to the keywords typed into the search engine?
- What action do you want to drive for readers?
You must always be aware of the specific call to action you are trying to get your targets to perform so that you can create a clear ad campaign that directly reflects your goals. Never go live with any campaign until you’ve identified your goals clearly and know what you need to measure results.
Write for your target customer
Any ad you write must be relevant to your specific target audience, so your tone, language and call to action must be adjusted accordingly. What do your ads need to do for your target?
- Attract attention with the right tone and context
- Raise customer interest
- Convince customers to perform your desired call to action
- Lead customers into taking that action
When you write ads that resonate with your target audience, your ad campaign will have stronger results.
Be clear with your keyword targeting
When you implement an ad campaign, you should have all types of keyword targeting included in your overall strategy for the best results. Your keyword targeting strategy should include:
- Broad match. Google shows your ad when a similar phrase or keyword is used but has a higher chance of irrelevant traffic being driven to your website. You should ideally bid lowest for broad match keywords.
- Phrase match. Google displays your ad when a user types in the specific phrase your ad is optimized for, giving you more control over who sees your ad. Bid a higher amount than broad match keywords.
- Exact match. Google will only display your ad when the user types in the exact keyword or keyword phrase, which is why this gives you the most control over who sees your ad and has the least bounce rate. If possible, bid the highest for exact match keywords.
Keep your ad groups separate according to keyword type in order to ensure the campaign remains well organized.
Create a strong selling proposition
Having a clear and unique selling proposition is key when you’re looking to cut through the clutter and come up on top with your Google AdWords campaign. Customers should be well aware of why they are choosing you over your competition, which is why you need to have a strong unique selling proposition. Here are some benefits to creating a strong selling proposition:
- A strong USP generates more traffic while keeping away unwanted leads – ensuring more quality leads to your website.
- It boosts conversion rates.
- It can reduce the time customers spend on price comparisons, especially if you’re offering something unique.
The best way to create a strong USP is to understand your customers more intimately, so you solve problems and give them what want. When you pay attention to their shopping behavior and patterns, you’re in a better position to create something that adds value to their needs.
Optimize your Google AdWords campaign
You can never create the perfect AdWords campaign from the start. So you will need to optimize it midway to ensure that you’re getting the best results. Consider the following:
- Keyword bids. From the time you start generating clicks to your website, you should consider optimizing your keyword bids. You can raise the bid for keywords bringing in good sales. If the keywords are not generating the results you want, lower the bids or switch to other keywords.
- Landing page conversion rates. Landing pages should always offer what is being promised in the ad or else you run the risk of the customer bouncing off. Landing pages that stick to the ad content usually result in higher conversion rates and greater profit for the brand.
- Click-through rates. Any quality score for a website is determined directly by the click-through rate of a particular Google ad. Test different campaigns simultaneously, if possible, to see which ones get you the most number of clicks.
Once you’re able to optimize your Google AdWords campaign, you’ll start to see greater traction for your desired call to action – which, in turn, is beneficial for your business in the long haul.
Be aware of what your competition is up to
Knowledge of what your competition is up to will help you make more informed decisions about your specific Google Adwords campaign. Here’s what you need to know:
- Use keywords your direct competition is optimizing for
- Create call to actions that generate the best results from your target audience
- Thoroughly examine the look and feel of landing pages
Once you have knowledge of these factors, you can optimize your Adwords campaign effectively to ensure that it is structured and well organized.
Effective Google Adwords campaigns can help you boost the profitability of your business, but you must build them around powerful concepts in order to be successful. Consider working with online marketing experts who can help you take your business to the next level.
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 ..
PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.
There’s one thing nearly every potential B2B buyer does before buying a product or signing a contract for your services: search.
In fact, 77 percent of B2B buyers are said to research on Google before making a buying decision.
And while improving your organic search engine ranking is important, executing an search engine optimization plan takes time. It’s a long-game approach that pays long-term dividends.
For many businesses, pay-per-click (PPC) advertising through services like Google Adwords has become an incredibly effective way to leverage the keywords potential customers are using to search for your business or industry.
Here are a few reasons why PPC might be an incredibly valuable marketing tactic to increase traffic to your website and generate new leads.
1. You don’t have to wait to start generating leads
Because you’re paying for them, PPC allows you to get up and running with ads for the keywords you want to rank for pretty quickly. While an organic SEO strategy takes time, PPC allows you to get in the game for important industry keywords.
2. You only pay for what you convert
With PPC campaigns, you only pay for the clicks you generate. This means you’re only paying for the people who actually click through on the ad and visit the landing page you intended them to visit.
3. You can easily track conversions to measure ROI
By adding conversion pixels to your landing pages, PPC allows you to identify the exact cost-per-lead of your campaign, which can be a lot more arduous to generate with other marketing tactics. As a result, you’re able to continually tweak and optimize your ads to decrease the cost-per-lead.
How to measure PPC success
The truth is there are dozens of PPC metrics you can track. So, which ones matter most when it comes to reaching your business goals?
Rather than focusing solely on PPC analytics like clicks, impressions and click-through rates, here are some metrics that allow you to analyze macro metrics that speak to the ROI of your efforts:
- Cost-per-conversion. This helps you determine if the PPC clicks you’re generating represent quality traffic that’s actually converting into sales.
- Most valuable keywords. Being able to track which keywords lead to sales can help you zero in on where to give credit within your PPC campaigns.
- Lifetime value of PPC customers. Once you have an understanding of how much it costs to convert a PPC lead, compare that to the other cost-per-customer marketing tactics against the lifetime value of your customers.
At the end of the day, PPC can be an incredibly cost-effective way to generate leads through search engines. The key is to look at the right metrics for the right situations and use that data to make the most meaningful changes to your campaigns.
Through AdWords, Google has given advertisers a lot of control over when and how their ads are shown, but until recently, it wasn’t possible to target users.
Until recently, however, you were unable to target users based on demographic – a function that has been available for a while now on both Facebook and Bing.
The new feature allows advertisers using Adwords to target users based on:
- Parental status
This feature will be particularly useful where user intent varies considerably based on these variables. For example if you were selling high-end investments or watches, it is unlikely that young people under the age of 25 would have the necessary capital to purchase them.
However when using this feature, it is important to make sure that your conclusions are based on data as opposed to your gut feelings. A study by Google has shown that some of our preconceived ideas about which demographics purchase which items may result in us missing out on a considerable proportion of buyers.
For example if you were running a campaign selling home improvement products and excluded women on mobile devices, you could lose 45% of your traffic.
One thing to bear in mind is that your customer might not always be your customer. For instance, the study by Google showed that 40% of baby products are purchased by households that do not contain parents.
Here you can see that a considerable proportion of some markets are not the consumers themselves, but people purchasing on behalf of consumers.
How to set up demographic targeting in AdWords
The demographic targeting options can be found within the audiences tab alongside your remarketing lists for search ads (RLSA) data. To add bid modifiers take the following steps:
STEP 1. Go to the “audiences” tab and then to the “demographics” sub-tab as shown below.
STEP 2. You can switch between demographic data for “age” and “gender” using the two sub-tabs that are located under the graph.
STEP 3. Bid modifiers can be set within the “bid adjustment” column by clicking on the dashed line.
Once you have done this you should see a popup like the one below where you can enter your bid modifier.
STEP 4. To calculate your bid modifier you should use the following formula: divide the age conversion rate by the ad group conversion rate, subtract one, and multiply by 100.
So for example if the conversion rate for people aged 25 – 34 is 3.52% and your conversion rate for the ad group overall is 2.76%, then your bid modifier would be 28%. Note that you need to round up your modifier to the nearest whole number.
When you are faced with “Unknown” data where Google is unable to match the user to their data, you will in most cases not want to exclude this audience.
In some cases we have found that Google can’t match data to a large chunk of your traffic, which can be frustrating, but if you exclude this you are likely to miss out on a considerable portion of your traffic.
Overall, demographic targeting for the search network gives advertisers another dimension with which to narrow down their audience to target the most relevant people.
Google’s example of baby products being bought by households that do not contain any parents is a perfect example of why it is necessary to follow the data as opposed to your gut feeling when using this feature. Otherwise you run the risk of losing a considerable portion of your audience.
Finally, when you are faced with the dreaded unknown column, think twice before excluding this data. In the vast majority of cases this will account for a considerable chunk of your traffic so it is best not to exclude it.
Structuring campaigns based on personas is can effective, but what happens when you have keyword overlap that dilutes your messaging?
Keywords and search queries can mean different things to different people. That’s where intent comes in. You might, for example, have one keyword that serves multiple personas.
So the work that you need to do to qualify those leads in a PPC environment typically happens at the ad creative and landing page level, not necessarily with the PPC campaign structure.
My agency recently inherited a PPC account that was building campaigns based on personas, and the strategy didn’t prove itself. (By the way, if you’re interested in the cabinet of curiosities we discovered when we got into the account, check out my column from last month.)
Using this account as a case study, I’ll share with you some important lessons on understanding keywords, what to do when they serve more than one audience type in PPC and what results you can see when you reorganize based on the moneymakers.
The Situation: Misguided Campaign Structure
The business in question runs on licensing and continuing education for a particular industry. So the company wanted to target two distinct personas based on those two different groups.
The previous PPC account managers had separated the campaign structure based on audience personas: continuing education seekers and new licensees.
That sounds okay at the outset, except the keywords that were in the continuing education campaign were some of the same keywords that were in the new licenses campaign — and frankly, any of them could cater to either audience.
Here’s an example of how it was structured:
Continuing Education Campaign
dog walking continuing ed
dog walking renewals
dog walking licensing
New Licenses Campaign
dog walking licenses
dog walking courses
dog walking license tests
For the continuing education ads, searchers landed on a page that catered to that side of the business, and for the new license ads, they landed on a page with info specific to that.
But the thing is, it was a crap shoot. Any new licensee or a person seeking continuing education could come in via “dog walking courses,” for example.
So in the off chance they did convert on a particular landing page, in my opinion, it was pure luck.
The Fix: Follow The Money
When we dug into the account, we rolled up our sleeves; we had work to do. And we did what we always do: Follow the keywords that are making the business money.
The client was at first hesitant and wanted to continue the way they had been: campaigns based on personas. (We did get past that.)
Once we restructured the campaigns with the keywords that drove traffic and conversions, we refocused the ad creative and the landing pages (our messaging strategy catered to both possible personas), and let those do the work of qualifying the personas:
The Results: 123% Lift In Revenue
With a little love, the account experienced a huge lift in conversion rates, transactions and revenue for the client year over year. We suspect this will only get better, as we are still testing our strategy and adjusting it as we go.
From the report, we see:
- A 39-percent lift in conversion rates.
- An 84-percent lift in transactions.
- A 123-percent lift in revenue coming from PPC.
The moral of the story is this: PPC managers and online advertisers need to do the work to understand the intent behind the keywords, and then work that insight into various steps in the funnel.
That starts with ensuring the account structure is sound, following the keywords that are showing the most ROI, and then using marketing insights to make the ad messaging and landing pages guide the audience down the path to conversion.
[G o o d] Morning #digital friends! Not sure where we’d be without ☕️????.#didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —>http://nextshark.com/9-reasons-elite-entrepreneurs-are-using-study-pills-to-crush-work-1/ #google #instadaily#instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts#me #love #energy #awake #business #women #girlboss #marketing#professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem
[G o o d] Morning #digital friends! Not sure where we'd be without ☕️?. #didyouknow Neurofuse, one of the most popular nootropic formulations out there, was originally developed by Harvard students looking to gain an academic edge but not interested in the risks associated with prescription products. They built a safe and effective formula and recently released it publicly. Read the full article —>http://nextshark.com/9-reasons-elite-entrepreneurs-are-using-study-pills-to-crush-work-1/ #google #instadaily #instapic #instagood #guardianowldigital #louisville #coffee #coffeeaddicts #me #love #energy #awake #business #women #girlboss #marketing #professional #life #goodmorning #googlepartners #louisvilledigital #tech #technology #entrepreneur #seo #sem #keurig