27- May2018
Posted By: Mary Holfelner
20 Views

The Latest Google Update: What We Learned This Past April

Well, Google has done it again.

Inside the core April 2018 Google Algorithm update.

What’s that you ask? They changed their mind about ranking factors and what the algorithm is going to be? AGAIN?!

Yes, again. And it won’t be the last.

Inside The Core Google Algorithm Update

Truth be told, this isn’t a big shock, in fact Google has admitted that they make changes daily. This is what Moz says: “Each year, Google changes its search algorithm around 500–600 times.”

However, the core updates happen maybe 2 – 3 times per year. and when they do happen, these changes are felt, and cause quite a buzz.

This particular update started in March and seems to have settled in mid April. We’ve felt it with many of our clients here at Guardian Owl, which is why were working diligently to find a solution.

But is there one?

What is most interesting to us in all of these updates is that this time, more so than other times, Google is telling those who feel they have been impacted by the change to just sit tight. They claim your website isn’t “wrong” so no need to fix it. Or however Google phrases these things.

Which is a lot easier said than done, right?

The rumor and early evidence shows that Google is doing some early testing with the mobile search algorithm as well as voice search.

Hey, Alexa….

Google hasn’t been quiet about preparing the results for voice search. So when Alexa gives you an answer that you’ve asked for, it is thanks to this most recent update.

Where Did It Start?

Early in the algorithm change Google was really updating up what they displayed in search results.

For example, a search for “time” would only yield results for the time zone in which you were located, and no other results.

Something was missing. What if, when Googling “time”, the intent was to see a result for Time Magazine. That option was no longer there with the initial change.

Since that initial change, Google has pivoted and adjusted the algorithm showing more results. Sites that had previously been moving up in rankings and garnering more organic traffic have been plummeting.

In the last week, we’ve noticed that the sites are recovering and bouncing back to their original ranking positions.

Google Has Begun Mobile First Indexing

In English, this means Google is favoring websites that are optimized for the best mobile experience.

For example, a site that automatically resizes across different devices with be giving more preference by Google than one that doesn’t. This isn’t a new expectation from Google. In fact in 2015 they set a hard deadline to bring your website to mobile responsive standards.

Check out this quote about what mobile first indexing means, directly from Google.
“Mobile-first indexing means that we’ll use the mobile version of the page for indexing and ranking, to better help our — primarily mobile — users find what they’re looking for.”

This means if your site looks better on desktop than mobile, you might be in trouble. While we know most designers work on desktops to create your amazing website, it’s more important now than ever before to make sure they are catering the design to mobile. This means users don’t have to zoom in and out to read things, and navigation is easy for fingers to tap on.

So if your mobile website looks like something straight out of 2001, feel free to give us a call and we’ll hook you up with someone who can fix that.

For an Added Bonus, Let’s Talk About Meta Descriptions

Have you been wondering, why in the world the meta description that you took so much time crafting, isn’t showing up on Google search?

Don’t worry, you (likely) haven’t done anything wrong, Google has just started using dynamic meta descriptions. In other words, Google is deciding what they think is the best description to show. Thats not to say your meta description should be planned out, just not to have your feelings hurt if Google displays something different.

Also, remember when they gave more characters late last year for meta descriptions? Well, they have taken that away as well. Another lesson to be learned by Google is that the only constant is that there is no constant.

What Can Be Done About These Changes?

While it is never easy to sit back and wait to see what will happen, this time, it appears that the guidance Google has given has been correct. So, at this point, no news is good news. Don’t worry though, we have our finger on the pulse of what has been happening and will make sure to inform you of any new information that we come across.

If you feel like your website has been affected by this change, we’d love to chat with you about how Guardian Owl can be of help in turning things around!

 

nest of baby owls

02- May2018
Posted By: DPadmin
15 Views

Is it time to add pay-per-click to your marketing mix?

With increasing online competition, pay-per-click (PPC) is becoming a critical way to get your content in front of your potential customers.

With increasing online competition, pay-per-click (PPC) is becoming a critical way to get your content in front of your potential customers.

One pay-per-click program is called Google AdWords.

AdWords is an online advertising service where advertisers pay to display brief advertising copy, product listings and video content within the Google ad network to web users.

Here are three myths that may be keeping marketers from implementing successful AdWords campaign.

Myth #1: People don’t click on Google ads

Google is a publicly traded company—anyone can access their financial records that tell the story.

Google generates more than $100M in revenue every single day from people clicking on their ads. With an average cost per click between $1 and $2 that’s more than 50M clicks/day.

Google experiments constantly to make their ads entice more enticing.

They’re not going to present you with a free, organic result at the top of the search engine results page when they could showcase several ads that generate revenue. Start paying attention: The first few line items at the top of every search is an ad.

One more thing: Think about your own behavior

When you see an ad that entices you, do you click on it? Of course you do!

Smart companies are using remarketing efforts that identify customer tastes to present you with items that you may have been looking at earlier in the day.

They may serve up similar items or those by the same designer or manufacturer. I shop almost entirely online, and I’m fascinated by remarketing, which illustrates how marketing has gotten smarter.

Myth #2: My competitors can just click on my ads all day, costing me money

Google has extremely sophisticated technology to prevent “click fraud” and “invalid clicks.” This involves the analysis of several click-pattern factors.

Google provides very good reports on AdWords campaign performance, and any suspicious activity is quickly exposed. If a business is concerned they are victims of click fraud, they can contact Google directly to launch an investigation. Google reimburses questionable clicks.

Myth #3: AdWords is an outbound marketing tactic

AdWords is designed to showcase your content when potential customers are initiating a Google search. It’s the only inbound marketing tactic that guarantees your content will rank high on Google when a user performs a search. This is one very attractive reason to be using Google as your PPC platform. The sheer number of Google searches/day makes you part of this community.

PPC delivers a better user experience for the searcher

Think of the information you provide when you set up your Google account. This all becomes part of a huge database, and databased information makes it searchable.

Because of this information, when you create a Google ad, you are able to drill down by location, demographics, interests, etc.

This is not specific just to Google—Facebook, Linkedin and other social channels also provide rich search preferences.

Integrating AdWords with your inbound marketing strategy

Along with your existing content marketing and SEO (search engine optimization) efforts, PPC is becoming a critical component of an inbound marketing strategy.

Source: Janet Peischel’s The Internet Marketer: Is it time to add pay-per-click to your marketing mix?

04- Apr2018
Posted By: DPadmin
34 Views

15 SEO Myths That Just Won’t Die – SEO 101

In digital marketing, and specifically search engine optimization (SEO), there are tidbits of information that in their retelling lose context and become what we call in other circles “Zombie Lies” or in this case “Zombie Myths.”

Zombie SEO Myths

Zombie SEO myths are myths that, despite being debunked over and over again, never seem to die. They take on a life of their own and leave site owners confused as to what is true and what is not.

So this chapter is going to look at some of those myths that never seem to die – no matter how hard experts try to kill them.

Mostly, we’re going to focus on Google because that is where most sites get their traffic (and where most of the myths revolve around).


Myth 1: SEO is Voodoo or Snake Oil

There is a low bar to entry into the field of digital marketing, including and especially SEO. There are no real certification processes (because how would you certify something that changes every day?) and Google never publishes the algorithms, so there is no way to test an individual’s knowledge against what they contain.

Basically, when you hire an SEO provider it has to be based on trust.

This is why the myth that SEO is voodoo prevails. It prevails because bad practitioners did bad work and the client is left with no other way to explain their lack of results. In fact, it is often these bad practitioners who use the myth to explain their poor results.

That being said, SEO isn’t voodoo (or magic or “bovine feces”). Real SEO is the process of making sites adhere better to Google’s algorithms, for specific query strings, in order to increase relevant site traffic and/or company revenues.

These algorithms aren’t completely unknowable things.

While Google never publishes the details of that information, informed SEO professionals have a good understanding of what will bring a site in compliance with those algorithms (or, in the case of black hat SEO, how they can game those algorithms). They are after all based on math and processes governed by logic.

A trustworthy SEO professional lives and breathes algorithm changes, which can amount to multiple changes a day. They know why the algorithms do what they do as best as anyone not working at Google can do.

This is the opposite of voodoo and magic. It is called earned knowledge. It is also a very hard earned knowledge.

When you pay an SEO pro, you aren’t paying for their time. You are paying for their knowledge and results. Prices are set accordingly.


Myth 2: Content Is All You Need

“Content is KING!”

You will find many articles that make this statement. While they are not completely untrue, content is less king and more like a valuable business partner to links, design, and usability.

Mostly, though, content and links are the like the conjoined twins of the SEO world. You must have both. One will not work without the other (at least not well and not for the long term).

Now, Google will tell you many long-tail queries rank without links. That is likely true. It is also likely that these long-tail queries are so unique that there is no competition for them, so links don’t play an active role the way they do in a competitive query.

If you’re trying to rank for the Walking Dead, you better have links* or don’t expect anyone to find you.

*Good links. Not poor, $99 links bought from a link farm.

So while content is very important, content needs links. Just like links need content.

Bonus Tip: Content is not king. Content is special, but not king. Like peanut butter and jelly you can have one without the other, but it isn’t as good. Add technical to this duo and you have the triad that is the basis of all good core SEO.


Myth 3: Speed Isn’t That Important

Google said a while back that page speed is only a tie-breaker when all other factors are equal. This is one of those cases where I can say that this is not borne out in real-world testing.

Personally, I had a client increase their traffic by over 200,000 sessions a day when they cut their page speed by 50 percent during a likely Panda update. So while it is true that it acts as a tie-breaker when all things are equal it can also dramatically improve rankings when your site has a severe page speed issue.

Now when I say a page speed issue, I don’t mean you cut your 5-second site load time down to 2 seconds. I mean when you dramatically cut your page load, say a 22-second site load time down to 8 seconds, which is what happened in this case.

Know What is Being Measured

It is also important to know what Google is measuring when they are evaluating page speed. While they are looking at overall speed the issue they are most “critical” of is how long the DOM (Direct Object Model) takes to load. The DOM items are the visible items on the page excluding ads, if you have stacked your load right.

This means that if you can cut your DOM load from 22 seconds to 8 seconds as in the example, Google will likely reward you for the dramatic decrease in page load because you are now dramatically faster. This is an additional benefit of improving page speed unrelated to breaking a tie on a specific query result.

A faster site is much easier for Googlebot to crawl. When the site is not slowing the crawl down, more of your site is getting indexed either in number of pages or in depth of page crawl.

Note: The Google Page Speed Insight tool only measures items in the DOM, so you could have a higher page speed score than another site, but still perform more poorly in the rankings because your overall page load is too slow. Page speed is very important and will become even more so as we move into mobile first. So never discount it.


Myth 4: Links Are Dead

I once had a call from a potential client that asked me if I could remove all his links.

“Remove all your links? May I ask why you would want to do that,” I asked.

“Because I heard links were bad and I need to remove them,” he told me.

“Did you buy the links or get them from some nefarious method?”

“No they are all legit.”

“Then, sir, whatever you do, use me or don’t for other reasons, do not get rid of your links!”

True story.

Links aren’t dead.

Links aren’t close to dead.

If you have the best content in the world and no links, your site won’t get much visibility. Links and content are correlated with rankings. Great content still needs great links (or a lot of mediocre ones).

If you’re buying links for $99 and expecting to get to the top spots in Google, you’re barking up a very dead tree.

Remember, good links require topical relevancy and legitimacy. If it isn’t natural and it comes from an unrelated page or site, it probably won’t help much.

Bonus tip: Reciprocal linking died circa 2007, maybe earlier. Linking to your buddy and them linking to you won’t do you much good.


Myth 5: Keyword Density

There was a time keyword density have some validity.

Really, if it did not work why do you think all those people were stuffing white text on white backgrounds for ranking purposes? Then Google got smarter and it did away with keyword stuffing as a viable practice and even people who got good results from applying density testing to much smaller keyword placements no longer could count on knowing what keyword density would help.

In both cases, this no longer exists.

While you can still put any word on the page too many times, there is no set range of what makes a page rank. In fact, you can find results now where the keyword does not exist in the visible portion of the page. It might be in the links or in the image tagging or somewhere else that is not part of the content it might even be a similar not exact match. This is not typical, but it does exist.

Bottom line: placing a keyword X times per page is no longer something worth spending your time on. There are far better fish to fry.

Bonus Tip: Better to make relevant content that you can link to internally and others can link to externally than to waste time on optimizing keywords. That being said your title tag is still highly relevant. Spend some time adding your query set there. That might give you a boost.


Myth 6: You Must Submit Your Site

At least twice a week I get an email from an SEO site submission company telling me I need to pay them to submit my site to the search engines.

Seriously? No, you do not.

Now, are there times when it is good to submit your site URLs? Sure when you need the search engines to come back to the site to do things like pick up a new piece of content or re-evaluate a page, however, you never need to submit your site.

Google is advanced enough now – and especially with its status as registrar – that it can find you minutes after not only that site is live, but also when the domain is registered.

Now if you’ve been live for a few weeks and have an inbound link to the site and Google has not come by as evident by your logs it can’t hurt to submit it via Google Search Console Fetch and Render, but never ever pay someone to submit your site.

Bonus Tip: When in doubt just use Google’s URL submit form or “fetch and render/submit” in Google Search Console.


Myth 7: You Don’t Need a Sitemap

Sitemaps are not a nice to have add-on for sites today. This gets even more important as we move to the mobile-first algorithms in 2018.

Why? When Google cannot easily crawl a portion of your site, the sitemap allows the crawler to better find these pages.

Bonus Tip: Google is going to have a harder time finding pages due to the reduced size of navigational elements in mobile-first indexing. Sitemaps – both XML and HTML – will be the best way for them to find all the pages on the site you want indexed and ranked.

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Myth 8: Query Must Have Freshness

QDF, or Query Deserves Freshness, most certainly applies to queries that need fresh results. For instance, from a news site or say the most recent Powerball numbers.

That does not mean you have to change every element on your homepage every day, or even very often.

While there are sites that absolutely must have fresh content on their main site pages on a daily or weekly basis, most do not.

Evergreen pages are evergreen for a reason. If you write an article on mobile-first indexing and that information has not changed, you do not need to change that page to give it “freshness”.

You do, however, need to have some fresh content on your site. So a good content strategy is how you address having fresh content without trying to meet some unnatural goal for daily content changes.

Bonus Tip: For smaller sites that have small teams or little money and do not need to have fresh content daily, you can just invest in adding pages to the site when needed but keeping an active blog presence. Adding 2-3 blog posts a week will keep the site relevant without adding the demands and costs of continually updating pages.


Myth 9: Because Big Brands Do It, It Must Be Good!

Remember your parents saying to you when you were little, “Would you jump off a bridge just because Johnny told you to?!” Same thing goes here.

There is a long history of sites copying bad website decisions from each other simply because they thought the other site knew something they didn’t.

Don’t be a lemming.

What one site does may work for them and may not. What if they tell you it is the best thing since sliced bread? Unless you’re looking at their metrics, don’t believe them and even if it is the best thing for them, the chances of that being right for you are slim.

Why? Because you’re a different company. Your users have different queries and user intent. Just because Facebook and Twitter use infinite scroll doesn’t mean you should.

In fact, because big brands don’t suffer as much from user and Googlebot discontent when they get it wrong, they are more likely to – get it wrong.

Don’t copy big brands. Find what works for your users and stick to that.

Bonus Tip: If you want to try something that you see on another site, find a section of yours that isn’t bringing in a lot of traffic and then A/B test the idea on your own pages. Your data will show you what works best for you. Never assume because a big brand does it, you will benefit from following their path.


Myth 10: Algorithm Devaluations = Penalties

Google has two types of site devaluations.

Penguin, Panda, Pirate, Pigeon, Layout etc. are all algorithms. Algorithms can giveth and they can taketh away. This means that not every site sees devaluations from the update of these processes. Many sites see positive results. This is called an “algorithmic change” not a penalty.

What are penalties then?

Penalties are manual actions you can find in Google Search Console. This is when Google took a look at your site and decided it was in violation of the Webmaster Guidelines and devalued the site. You know this happened by checking your messages in Google Search Console. When it happens they will tell you.

Penalties also require you “submit a reconsideration request” to regain your site status and remove the penalty.

Algorithmic devaluations have no such consideration. You fix what you think went wrong. Then you wait to see if Google gives you back your rankings when that algorithm or set of algorithms comes back through and re-evaluates the site.


Myth 11: Duplicate Content Is a Penalty

There is NO duplicate content penalty!

There has never been a duplicate content penalty.

Google does have a duplicate content filter, which simply means that if there is more than one item of content that is the same Google will not rank both for the same query. It will only rank one.

This makes perfect sense. Why would you want the results for a query to bring back the same content multiple times? It is simply easier to rewrite the piece than try to guess what those might be.

All that said, too much duplicate content can affect you with the Panda algorithm, but that is more about site quality rather than manual actions.

Bonus tip: The duplicate content filter applies to titles and meta descriptions as well. Make sure to make all your titles and descriptions unique.


Myth 12: Social Media Helps You Rank

Social media, done well, will get you exposure. That exposure can get you links and citations. Those links and citations can get you better rankings.

That doesn’t mean that social media postings are inherently helpful to getting you rank.

Social media doesn’t give you links, but it encourages others to link to you. It also means that the social media post may escape its ecosystem and provide you a true site link. But don’t hold your breath.

Social media is about visibility.

Getting those people to share your content and link to or mention your site in a way that Google counts it as a “link”? That is SEO.


Myth 13: Buying Google Ads Helps with Organic Ranking

No. Just no. Investing in PPC won’t boost your organic search rankings.

These two divisions are in two separate buildings and not allowed to engage with each other about these things.

Personally, I have worked with sites that have had massive budgets in Google AdWords. Their site still lived and died in organic by the organic algorithms. They received no bonus placements from buying Ads.

Bonus Tip: What buying ads can do is promote brand validation. In user experiments, it has been shown that when a user sees an ad and the site in the organic rankings together, they believe it to have more authority. This can increase click-through rates.


Myth 14: Google Uses AI in All its Algorithms

No. Google doesn’t use AI in the live algorithms except for RankBrain.

Now, Google does use AI to train the algorithms and in ways internally we are not privy to. However, Google doesn’t use AI in terms of the live algorithms.

Why?

Very simply put, because if it breaks they would not know how to fix it. AI operates on a self-learning model.

If it were to break something on search and that broken piece hurt Google’s ability to make money there would be no easy way to fix it. More than 95 percent of Google’s revenue still comes from ads, so it would be extremely dangerous to allow AI to take over without oversight.


Myth 15: RankBrain

So much has been written about RankBrain that is simply incorrect it would be difficult to state it as one myth. So, in general, let’s just talk about what RankBrain is and isn’t.

RankBrain is a top ranking factor that you don’t optimize to meet.

What does that mean? Basically, when Google went from strings to things (i.e., entity search), it needed better ways to determine what a query meant to the user and how the words in the query set related to each other. By doing this analysis, Google could better match the user’s intent.

To this end, they developed a system of processes to determine relationships between entities. For those queries they understand, they bring back a standard SERP. Hopefully, one that best matches your intent as a user.

However, 15 percent of the queries Google sees every day are new. So Google needed a way to deal with entities whose relationship was unclear or unknown when trying to match user intent.

Enter RankBrain!

RankBrain is a machine-learning algorithm that tries to understand what you mean when Google is unsure. It uses entity match and known relationships to infer meaning/intent from those queries it doesn’t understand.

For instance, back when the drought in California was severe if you looked up “water rights Las Vegas NV” (we share water) you would get back all sorts of information about water rights and the history of water rights in the Las Vegas area. However, if you put in a much lesser known area of Nevada, like Mesquite, Google wasn’t sure what you wanted to know.

Why? Because while Google understands Las Vegas as a city (entity) in a geological area (Clark County) and can associate that with water rights, a known topic of interest due to search data. It cannot, however, do the same for Mesquite.

Why? Because no one likely searched for water rights in Mesquite before or very often. The query intent was unknown.

To Google, Mesquite is a city in Nevada, but also a tree/charcoal/flavor/BBQ sauce and it brought back all of these results ignoring the delimiter “water rights” for all but one result. This is RankBrain.

Google is giving you a “kitchen sink.” Over time, if enough people search for that information or the training Google feeds it tells it differently, it will know that you specifically wanted x, not y.

RankBrain is about using AI to determine intent between entities with unknown or loosely formed relationships. So it is a ranking factor, but not really a ranking factor.

Bonus Tip: While there are a few niche cases where it might make sense to optimize for RankBrain, it really doesn’t for most. The query is a living dynamic result that is Google’s best guess at user intent. You would do far better to simply optimize the site properly than trying to gain from optimizing specifically for RankBrain.

Source: 15 SEO Myths That Just Won’t Die – SEO 101

01- Mar2018
Posted By: DPadmin
27 Views

7 Strategies To Make Your AdWords Campaign Successful

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.

Source: 7 Strategies To Make Your AdWords Campaign Successful