27- Sep2017
Posted By: DPadmin
170 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

14- Aug2017
Posted By: DPadmin
200 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

26- Jul2017
Posted By: DPadmin
153 Views

What 2 Big Changes to Google AdWords Mean for PPC Marketers

Performance marketing — especially PPC — is a powerful way for marketers to demonstrate their worth.

With PPC campaigns, we’ve carved out our place at the table. Now we’re producers of actual revenue, beyond more qualitative channels like PR and content.

This is good news for digital advertisers. But does Google have other ideas?

Let’s take a closer look at some of the new and ongoing changes to Google AdWords. We’ll also discuss how you might want to take advantage of them.

Ongoing Changes to AdWords

Earlier this year, Google announced changes to AdWords and the Google Display Network (GDN) for this summer:

Change #1: Ad Rank

The Ad Rank threshold change, revealed in May, is twofold. Ad Rank essentially determines the placement of your text ad. A higher Ad Rank means you’re more likely to hit the coveted Position 1 slot.

Ad Rank is calculated by through a number of factors. These include expected click-through rate (CTR), landing page experience, maximum cost-per-click (CPC) bid, and relevance.

Relevance is going to take a more significant role in determining Ad Rank. While base search terms may remain the same, queries may differ due to context. For example, a recent news story mentioning a product name might be more relevant to a query than a product review.

More importantly, depending on the query meaning, PPC bids “may” be weighted more heavily for Ad Rank. This means that higher bids for relevant queries could directly boost your Ad Rank. Bigger ad spends may ultimately win out.

Change #2: Enhanced CPC

AdWords is also removing the 30 percent enhanced CPC (ECPC) cap on audience and location dimensions. This doesn’t currently account for device dimensions, so you should still plan to add a mobile bid adjustment.

Google’s official line is that this change will help you drive more quality conversions so you don’t risk losing out on them because your bids were capped. But with ECPC uncapped, you may end up looking at higher overall spend. If you use ECPC, you should watch such PPC campaigns closely.

These changes to Ad Rank thresholds and Enhanced CPC caps have the potential to run up your spend. They may also increase competition from larger advertisers with bigger budgets. Still, not necessarily anything earthshaking here.

Ongoing Changes to PLAs & the Google Display Network

Google is also taking its Retail Shopping on Display program out of beta for PPC advertisers who opted in. The test queued up Product Listing Ads (PLAs) to appear on the Google Display Network (GDN).

However, this was only for display in fashion and home decor websites. These brave early adopters will see their ads deployed there over the rest of the summer.

Effectively, with this limited, opt-in test program, Google is pushing more ads to display. And at Marketing Next, the company announced even faster AMP page load speeds for search and GDN ads. GDN ads now load up to five seconds faster than normal. You’re probably starting to see where this is going.

PPC trends - PLAs on GDN

New Attribution Promotes the Changing Customer Journey

Stop me if you’ve heard this before. The customer decision journey is changing.

In response to this, Google is now encouraging advertisers to stop focusing on “last-click attribution.” That is, focus more on upper-funnel clicks instead of tracking the last click a user makes before making a purchase.

After all, that early purchase research is valuable. Plus, if you can track insights on those earlier clicks, you should be better able to understand your customers. You’ll also be able to better direct them to purchase next time, right?

This is why Google is pushing alternative attribution models for PPC campaigns, such as time decay, linear, position-based, and its most prominent model, data-driven attribution (DDA).

In fact, Google has outright stated that “data-driven attribution delivers better results than last-click.” Google is promoting how its machine learning-based attribution system picks up not only on deep-funnel activity but also upper-funnel activity, leading to more overall conversions.

Sounds good, doesn’t it?

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Chrome Moves to Ad Filtering

And now we move to arguably the biggest news in digital at the moment. Google recently announced a built-in ad blocker — or as the search giant prefers to call it, an “ad filter” — to an upcoming version of Chrome. This feature will remove “annoying, intrusive ads on the web.” This is a story so big, it has made its way outside of ad tech circles onto the pages of The Wall Street JournalFortune Magazine and Wired, to name just a few.

To be fair, Google’s claims do appear justified. There’s definitely no shortage of annoying pop-up and timed prestitial ads online. And they significantly detract from page load speeds and overall user experience.

Plus, the company has released, by way of DoubleClick, a full guide to making sure your ads are not “annoying” and will not be filtered out by the new version of Chrome.

Which ads are most likely to get through unscathed? According to DoubleClick, for mobile, “small ads that stick to the top or bottom of the screen,” and for desktop, takeovers. Presumably, we’ll see GDN standards converge with the ad filter’s guidelines.

So, What Do All of These Mean?

Google knows PPC continues to be a powerful, profitable category. PPC will generate significant revenue this year and next – that’s a fact.

But let’s be honest – Google is also a corporation. And like many corporations, it seeks to grow its revenue and profits with new opportunities. Given the growth in mobile and the lengthening of the sales funnel in so many verticals, analysts have already predicted that display spend would outpace search spend.

So why is Google moving in this direction?

Being a corporation that wants to grow its business, it’s simply following the money. Some of the changes to further monetize AdWords, such as the Ad Rank threshold and ECPC changes, are ways for Google to incrementally grow AdWords revenue from PPC campaigns.

However, the company is clearly going after bigger fish. That means gently nudging advertisers like you towards adding more display to your marketing mix.

Revisiting GDN: How Should You Approach This?

As you know, GDN is a huge display ad network that runs ads on over two million websites that reach more than 90% of the internet audience. GDN offers text, banner, Gmail, and in-app ad options. And for some time, let’s just say it has not always played nicely with traditional search campaigns for PPC. The most well-known option for running search campaigns in tandem with GDN is, of course, Search Network with Display Select campaigns.

Unfortunately, even Google does not necessarily recommend Search with Display Select for advertisers interested in running campaigns on both platforms. For one thing, these two channels often message to customers in very different funnel stages. Ultimately, this can often result in GDN campaigns eating up campaign budget with very few conversions from prospects who, being at the very top of the funnel, have little to no immediate purchasing intent.

So what should you, as a PPC advertiser, do?

What you’ve always done — focus on driving the best return on your ad spend. Stay focused on conversions, revenue, overall profits or efficiency, whichever suits your goals.

Every marketing operation is different. And you are the expert on the best ways to run your specific campaigns. Not Google. If this means you continue to focus on lower-funnel campaigns through channels such as search to drive the best ROI, so be it.

No one, not even Google, knows your campaigns or your specific business needs better than you do.

Some Tips for Getting Into GDN from PPC

That said, if you’re a digital advertiser focused on PPC, but considering GDN, I recommend the following:

  • Focus on what works, but don’t be afraid to test. As an experienced PPC professional, you already have a strong sense of what works in digital. Continue driving revenue using the strategies that work best for you. But like with your AdWords campaigns, don’t be afraid to test new campaign types — including GDN.
  • Be aware of quick run-ups in spend with low conversion rate. Display campaigns can quickly run through spend, often much faster than PPC. As discussed, because display ads tend to be awareness plays, expect to reach less engaged audiences less likely to convert.
  • Differentiate messaging. At the risk of stating the obvious, customers finding your PPC ads through search are deeper in the funnel than those served a GDN banner ad. Resist the urge to copy-paste. Make sure you’re using proper messaging for intent-driven search customers. Use different messaging where needed for higher-funnel, lower-engagement GDN customers.
  • Consider GDN for remarketing. One of the most powerful ways to use GDN is remarketing. You can use tactics such as in-market audiences (which targets audiences by the history of related searches) and Google’s newly announced life events feature (which targets audiences based on major life events such as graduations and marriages). Remarketing can be a powerful way to drive conversions of significantly higher quality. However, I recommend also instituting frequency caps to ensure you’re not inundating your audience with the same ad units.
  • Be mindful of the guidelines for Chrome’s upcoming ad filter. As mentioned, a future version of Chrome will, in fact, filter out “annoying” ad units. Make sure your ads conform to the guidelines. And of course, stay on the lookout for any future additions or specifics.

Conclusion

That should more or less cover the direction that Google seems to be not-so-subtly nudging digital towards. In other words, to more top-of-funnel in general, and most likely GDN in specific.

This change is likely happening because Google is a company that needs to keep growing its revenue over time. But now that you’re forewarned, you may want to keep an eye out for future developments along these lines.

Source: What 2 Big Changes to Google AdWords Mean for PPC Marketers

15- Jun2017
Posted By: DPadmin
232 Views

4 things to note when optimizing for local SEO in 2017 | Search Engine Watch

According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information

SEO for businesses in 2017 will be revolutionary.

Within the space of 3 years, it has become significantly easier to find businesses, stores or items nearby, creating a shift in user’s intent and search behavior.

Users no longer have to include their location in search queries, such as inputting “coffee shops in Queens” into Google.

This trend has given way to the “near me” search query – Google “coffee shop near me” while in Queens, and Google will fetch coffee shops in your local area.

According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information in SERPs, and now more than ever, priority should be given to optimizing on-site and off-site strategies for local SEO.

Below are a few things to note when optimizing for local SEO in 2017.

#1: Title tags and meta descriptions still work

Title tags and meta descriptions are on-site HTML elements which reflect the content of your page, and are shown in SERPs and browser tabs as text. With Google increasing the width of the SERP to 600px, the length of title tags falls between 40 and 50 characters (best practices) while meta descriptions should be a maximum of 160 characters.

Titles display what your page is about to both visitors and search engine crawlers, while meta descriptions summarize the content of your page. Your title tags and meta descriptions must include the keywords you are trying to rank for, for example, “cheap hotels in Las Vegas” (title tag includes a keyword and locality).

Titles and meta descriptions must be unique, compelling and descriptive, as this can affect click-through rates from search results to your page.

Using the length guidelines above, ensure your title and descriptions are displaying in full on the SERP. Use tools like Yoast’s SEO plugin, SERP preview tool, and SEOmofo to emulate how your title tags and meta description will look in search results.

#2: Keyword research

Keyword research represents the very foundation of your SEO campaign and when done properly, keywords can drive traffic and rankings for your web pages. Keywords represent terms and phrases people type as search queries to find local businesses.

Keyword research for local SEO involves optimizing your web pages for keywords with geo-modifiers – i.e. place names and locations. For a furniture making business, a generic, non-local keyword might be “furniture makers” but for businesses optimizing for local SEO, an acceptable keyphrase would be “furniture makers Portland” or “furniture makers Portland Oregon”.

To optimize your keyword research for local SEO, brainstorm keywords or phrases with a geo-modifier that customers might use when searching for a business like yours. Run generated phrases or words through Google Keyword Planner or Keyword.io to get keyword ideas together with monthly search traffic stats.

Keyword research can be time-consuming, but rewarding when done properly. For a more in-depth guide, check out our complete guide to keyword research for SEO.

#3: Optimize for Google My Business and Bing Places for Business

Google My Business, formerly known as Google Places, allows you to display your business hours, phone number and directions to your office on Google Search and Maps. This service is free and will aid your SEO efforts, as your business is listed when customers search for your services.

When optimizing your Google My Business page, remember to upload your business logo and photos of your business (staff, office building, etc.).

For an online business with no physical location, you can hide your address, but be sure to fill in and validate every other piece of information entered. A misplaced phone number or wrong address can result in you losing customers and revenue.

For Bing Places, the process is similar to Google My Business. Though Bing cannot be compared to Google in terms of use and search traffic (3.5 billion searches per day), some customers nevertheless still use the search engine, and you might have what they are in need of.

 

#4: Local structured data

Structured data, sometimes referred to as schema markup, are codes which are added to websites to provide search engines with in-depth information about your products, your business offering, prices of your products, location-based offerings and much more.

According to ACMQUEUE, a measly 31.3 percent of websites use schema markup, and most of these on a very basic level. Schema markup on your websites make your business stand out in the SERP with things like rich snippets, which in turn will boost your CTR.

There are various options for businesses when implementing Schema markup, you can optimize your website according to your business type (dentist, travel agency, etc.), events (business listing in upcoming events) and location (location markup).

Google is forcing marketers to use schema markup and is rewarding websites who use this feature as structured data helps crawlers understand your web pages and the content in it. To check if your website is optimized for Schema markup, you can check out Google’s Structured Data Testing Tool.

Conclusion

The above points are a drop in the ocean for optimizing for local SEO, but implementing the points above will have you generating results and better conversion rates.

Source: 4 things to note when optimizing for local SEO in 2017 | Search Engine Watch

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

19- Feb2016
Posted By: Guardian Owl
381 Views

Mark Cuban’s Big Idea to End the Apple Encryption Battle

The FBI is pressuring Apple to help the agency bypass the iPhone’s security features to unlock the San Bernardino terrorist’s smartphone. Here’s Mark Cuban’s thoughts on the matter.

Mark Cuban, entrepreneur and owner of the basketball team the Dallas Mavericks, says Apple is doing the right thing by refusing to build special software to help the FBIunlock an iPhone belonging to one of the terrorists who carried out the mass shooting in San Bernardino in 2015.

Using a 227-year-old law, the FBI is demanding that Apple write a new version of its iPhone operating system to help the agency bypass the encryption security features in the iPhone belonging to Syed Rizwan Farook, who along with his wife Tashfeen Malik shot and killed 14 people at a holiday party at the Inland Regional Center in San Bernardino on Dec. 2. But Apple has refused to build the backdoor, explaining in a letter released to the public this week that the new iOS program could have disastrous effects on the privacy of every iPhone user.

In a blog post, Cuban writes that if Apple complies with the FBI’s demands it could start rolling down a “slippery slope of lost privacy.” The FBI says it just wants a one-off program to decrypt the locked iPhone, but Apple says once the ability to decrypt an iPhone is created it could be used to unlock any iPhone user’s phone–effectively opening a Pandora’s box that could never be closed.

Cuban says the potential for abuse could threaten the privacy millions of people.

“Every tool that protects our privacy and liberties against oppression, tyranny, madmen and worse can often be used to take those very precious rights from us. But like we protect our 2nd Amendment Right [sic], we must not let some of the negatives stand in the way of all the positives. We must stand up for our rights to free speech and liberty,” Cuban writes.

The major sticking point is that no law exists that would compel a company to write software to crack its own encrypted software, so the FBI is using the All Writs Act of 1789, which George Washington signed during the creation of the federal court system. The Act is a vague catch-all that empowers courts to issue orders even though a law doesn’t exist yet.

Apple is framing the FBI’s use of the law as a dangerous precedent, reminiscent of the NSA’s mass surveillance program revealed by Edward Snowden.

“If the government can use the All Writs Act to make it easier to unlock your iPhone, it would have the power to reach into anyone’s device to capture their data,” Tim Cook wrote in a customer letter. “The government could extend this breach of privacy and demand that Apple build surveillance software to intercept your messages, access your health records or financial data, track your location, or even access your phone’s microphone or camera without your knowledge.”

But Cuban has an answer. Cuban admits he is not one to propose more laws, but he says the All Writs Act is dangerously vague and could lead to the wholesale loss of our nation’s privacy. His answer is to create a new law specifically tailored to this unique situation, which was created by the fact that technology moves faster than law. Check out Cuban’s proposed law below:

“A company can only be compelled to remove any type of security or encryption from a smartphone or tablet, and only a smartphone or tablet, under the following circumstances:

1. There has been an event, with casualties, that has beendeclared an Act of Terrorism
2. There is reason to believe that the smartphone was possessed by a participant in the Act of Terrorism.
3. The smartphone must have been on premise during the event.
4. The terrorist who was in possession of the smartphone or tablet must be deceased.”

Source: Mark Cuban’s Big Idea to End the Apple Encryption Battle | Inc.com

18- Feb2016
Posted By: Guardian Owl
249 Views

SEO is a Long-Term Investment- Marketers Feel Pressure

Even though SEO is a long-term investment, marketers often feel pressured to show progress quickly. Columnist Dan Bagby for Searchengineland provides some ideas for quick wins that can show value while waiting for your longer-term initiatives to start gaining traction.

Even though SEO is a long-term investment, marketers often feel pressured to show progress quicklyWhen you start at a new company as the SEO specialist or pick up a new client, one thing everyone wants is to see quick results. The fact that SEO takes time can be a struggle as you try to show value while also satisfying your own desire to make an impact.

Here are a few SEO techniques that will let your colleagues or clients know you are the real deal, bringing value with your expertise.

1. Win With Featured Snippets

Winning a featured snippet spot can have a huge impact, bringing organic traffic to a page. Although getting featured in the quick answer box is not guaranteed, there is a pretty simple formula for optimizing your content for it.

Even though SEO is a long-term investment, marketers often feel pressured to show progress quicklyStart by going to the Google Search Console to find rankings for queries that contain a question — you can do this by filtering for queries containing “how,” “what” or “why.”

Once you have a list of keyword phrases, check search volume and prioritize your list, focusing on the keywords with the highest search volume. If you do not currently rank for any question-related keywords, think of a simple question you can answer, and create the content to answer that question.

Increase your chances of being featured in the quick answer box by making on-page improvements:

  1. Provide a detailed answer in a bulleted or numbered format that specifically answers the question posed by the search query.
  2. Add a video to the page that answers the question (with transcription).
  3. Add additional information that adds more value to the page for the reader.

Once your content has been revised, submit it to be indexed, and share it on Google Plus, so that the changes are noticed quickly. To learn more about optimizing for featured snippets, check out this article by Eric Enge.

2. Optimize Existing Content

It is much easier to improve a strong existing page’s ranking a few spots in the SERPs than it is to get a new (or poorly ranking) page to show quick results.

Knowing that you see the biggest bumps in traffic when you get into the top three results, target content ranked in position 3 to 10. Improving bounce rates or building on pages that are converting can also be a great way to see big gains from a small time investment.

There are several ways to identify which pages to focus on:

  1. Going back to the Search Console, sort keywords by rank to find keywords ranked between 10 and 3.
  2. Looking in Google Analytics, find pages with a high bounce rate but decent traffic.
  3. Also in Google Analytics, find pages with high conversion rates. Check what keywords are driving traffic through Search Console, and focus on optimizing for those keywords.

What can you do to improve these pages and see results quickly? Here are some ideas

On-Page Optimization

  • Modifying the basic on-page ranking factors to improve search engine optimization.
  • Find internal pages that are related to your target pages, and create new internal links from the related pages to the target pages.
  • Share on Google Plus and submit to Google to be crawled.

Crowd Source Content For Quick Links

One way to quickly improve a page’s content (and possibly gain links) is by reaching out to influencers. Keep it simple by asking influencers to contribute to a page you are trying to improve.

For example, if you have a page you wrote about the best places to eat in Austin, you could reach out to food bloggers in Austin and ask them for their opinion on the best new restaurants.

Even more effective is to ask them if they have a blog post about those specific restaurants that you can link to. They will gladly give you content to link to while you get more content to add to your page.

Once the updates are made, let the influencers know by email and via Twitter. This can result in additional social shares and possibly links for the influencers. You can also use this technique when you are creating a brand-new page.

Optimizing For Search Intent

I often find pages ranking well for queries that do not fit the page. For example, I might see an article ranking for queries related to “finding influencers” that is really more focused on how to reach out to influencers. Fixing this will likely improve rank and lower bounce rate.

  1. If the page does not rank for other keywords, and the keywords currently driving traffic are strategic for your site, rewrite the article completely focusing on those keywords.
  2. If you want to maintain the article, you can add a section to better answer the query that it already ranks for.
  3. If the information that would match the search intent does not belong on the page, write a new page that answers the questions, and link to it from the ranking post with keyword-rich anchor text.

3. Improve Rank For Converting Pages

Look at Google Analytics to find the pages that are converting. Use Search Console to find the keywords driving traffic to that page. You can also look at paid campaigns to see top-converting keywords.

Focus on these keywords and pages to see quick results and really prove the value in SEO.

4. Find Competing Content

Check your site for several pieces of content on the same topic and combine the pages. Make sure to redirect URLs so that there is only one page.

5. Fixing 404 Errors

There are several tools that make it easy to find 404 errors. You can fix links by reaching out to site owners that have the broken links or redirect the broken URL to a live page.

Final Thoughts

While SEO is a long-term investment and can take time to show results, there are always a few things you can do to show quick value. I have included only included a few opportunities here, but there are many other techniques like using other sites to get content ranking quickly. What are some of your techniques to get quick results?

is a long-term investment, marketers often feel pressured to show progress quickly. Columnist Dan Bagby provides some ideas for quick wins that can show value while waiting for your longer-term initiatives to start gaining traction.

Source: Quick Wins To Beat The SEO Waiting Game

16- Feb2016
Posted By: Guardian Owl
304 Views

Special Edition Batman v Superman Galaxy S7 Edge Coming? | Digital Trends

 

The Dark Knight and the Man of Steel will finally do battle on March 25, with Samsung possibly cooking up a special-edition Galaxy S7 Edge to commemorate the occasion, reports South Korean outlet Naver.

According to the publication, Samsung will launch a Batman v Superman edition of the Galaxy S7 Edge, which will reportedly be decked out with wallpaper, ringtone, and a design based on the movie. However, Samsung allegedly won’t stop there, as the South Korean outfit will also release other special variants of the Galaxy S7 and its curved-edge equal. They include one inspired by the 2016 Winter Olympics, while another will reportedly be done in collaboration with a popular South Korean singer.

Related: Galaxy S7 and Galaxy S7 Edge rumors and news

Samsung has yet to confirm or deny the existence of any of these special-edition smartphones, let alone the Galaxy S7 and the Galaxy S7 Edge themselves. However, it wouldn’t be the first time Samsung ventured into the world of special-edition handsets, as the company released the Iron Man limited edition Galaxy S6 Edge last May.
If the three aforementioned limited editions are anything like the Iron Man smartphone, however, they will be pricey and they will be available in very limited quantities. Not only were there only 1,000 Iron Man Galaxy S6 Edge units made, but they were so expensive that one Amazon reviewer wrote he sold his genitalia, left foot, and wife on the black market just to get one. Grim stuff.

Regardless, this makes us wonder what the Batman v Superman Galaxy S7 Edge would even look like. Even though The Avengers: Age of Ultron contained multiple superheroes, Samsung and Marvel opted to go with Iron Man, so it will be interesting to see who Samsung and DC Comics roll with. Our money’s on Batman, since Samsung isn’t exactly known for releasing smartphones with outlandish colors, such as a Superman edition would require, but my personal pick is Wonder Woman, who also has a starring role in the movie.

Also watch: Samsung Galaxy S7 could get upstaged by 360-degree VR cam
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g reportedly looks to continue its release of limited edition smartphones by releasing a special edition Batman v. Superman Galaxy S7.

Source: Special Edition Batman v Superman Galaxy S7 Edge Coming? | Digital Trends

14- Feb2016
Posted By: Guardian Owl
199 Views

AdWords Automated Bidding Gets An Overhaul: Welcome, Portfolio Bid Strategies

Terminology changes come with some new functionality, including the ability to set different CPA targets at the ad group level within the same bid strategy.

Google is going to be rolling out a revamp of AdWords automated bidding. Some of the changes are just semantic, but the workflow is also getting an update.

First the naming changes:

  1. Flexible strategies will be called “portfolio” bid strategies. The change is meant to better indicate that a single strategy can be applied across multiple campaigns, ad groups — and keywords, in some cases.
  2. A strategy that is applied to a single campaign is called a “standard” bid strategy.
  3. Conversion Optimizer will be called Target CPA for all new bid strategies to simplify the nomenclature. Target CPA can still be applied as a “standard” or a “portfolio” bid strategy.

Now for the functionality updates:

  1. Managers will be able to create or add to bidding strategies from the Campaigns Setting tab — no more need to dive into the Shared Library.
  2. Portfolio bid strategies for Target CPA can have different CPA goals for separate ad groups. “For example, if you’re a clothing retailer with multiple ‘Accessories’ ad groups in a bidding portfolio, you may want to set a lower CPA target for ‘Socks’ compared to other product categories with higher average order value.”

Adwords target CPA bid strategy

Note that Portfolio bid strategies can not be applied to video or universal app campaigns

.The periodic Table of SEO success factors

In December, Google added new reporting features for automated bidding. These latest updates will start showing up in accounts over the next few weeks.Google Adwords

Source: AdWords Automated Bidding Gets An Overhaul: Welcome, Portfolio Bid Strategies