Pay-per-click (PPC) advertising is a very valuable advertising tool. Its effectiveness cannot be denied. It’s also a treacherously expensive tool if used incorrectly.
Spoiler alert! It’s very easy to screw up a PPC account – 80 percent of the organizations using PPC tools like Adwords are in fact doing it wrong – and at great expense to their businesses.
PPC was born a bit of an oddity. In fact, you may remember getting snail mail from Google offering you $100 of free advertising just to use it. Now most of the content above the fold on search result pages is paid for by advertisers like you. The platform looks easy to use – and in fact it is.
But that’s the trap. And a dangerous one.
It’s easy to use – but very difficult to use well. Without a lot of training, 99.9 percent of the time you’re going to waste precious marketing dollars using it. This fact leaves you with two options – either get yourself a well trained PPC consultant to manage your program or make sure you get well trained before using it.
In the meantime, here are six money saving hacks to help.
1. Don’t combine PPC search and display
Unless you’re making salad dressing I wouldn’t recommend trying to mix oil and water, and for the same reason, you should not combine PPC search and display campaigns. They are two totally different beasts with two totally different purposes and need to be set up separately (each requires special training to use as well).
Search campaigns are a good tool to consider when one wants to target searchers with intent to buy while display campaigns are often best for branding – for targeting buyers at an earlier stage in the purchase funnel. Because of these differences, the advertising message, target audience and over all approach you use, need to be different in order to be successful.
2. Those most likely to convert or buy
If you are like most of us, and you aren’t working with an unlimited budget you need to focus your campaigns on targeting those most likely to convert or purchase. Start with geo-targeting and change your Adwords target location settings from the recommended, “people in, searching for, or who show interest in my targeted location” to “people in my targeted location.”
Why would you change from the recommended setting? Great question…let me give an example. If you’re a restaurant or a retail store owner, you are better off spending your ad dollars targeting people living in your immediate area and who dine out or shop frequently. If you stay with Google’s recommended setting, you will well end up inadvertently targeting someone in a state like Florida, who is researching Hartford restaurants for a trip they may never take.
3. Listen to the data
No matter how clever and creative you think your ad is – listen to the data – if the data says it stinks, then it stinks. I can’t tell you how many times I’ve seen a client create a text ad they thought was pure marketing genius only to have the data tell them otherwise and that’s OK!
Use optimization methods like A/B testing, dynamic keyword insertion and different ad copywriting techniques to constantly tweak your message. The key is to differentiate your offer from your competitors. And remember, an ad might have a strong click-through-rate but if the clicks aren’t converting to sales you might want to rethink your message.
4. Use long-tail keywords
Use long-tail keywords whenever possible. Long-tail keywords are by their very nature more specific and therefore often produce clicks with higher buyer intent.
Take for example the keyword “glasses”… if that was all you bid on you could get clicks from people searching for “wine glasses” or “eye glasses” or even “magnifying glasses” and I doubt you sell all three.
By using a long-tail keyword like “women’s eye glasses” you are more likely to pre-qualify your clicks and save your money for the clicks that count.
5. Use negative keywords
While we’re on the topic of keywords… always, always, ALWAYS build negative keywords into your campaigns. Along with long-tail keywords, negative keywords help you weed out unwanted clicks.
When a word is added as a negative keyword, Google or Bing know not to serve your ad if a search query includes that word or words. By preventing your ad from showing in irrelevant search results, you’ll save money, and create opportunities to have your ad served only on searches that are actually relevant to your product or service and that could lead to a conversion.
6. Improve campaigns weekly
Make sure you are spending time every week improving your campaigns. Most times when an account fails or wastefully burns through a lot of budget it’s because the person managing the account isn’t spending enough time working with it. This point is really important. Unless you’re spending the time to consistently monitor and improve your campaigns, you will invariably waste money and miss valuable opportunities.
Beyond the tips you see here, there are other things to consider such as ad extensions, trying different keyword types and making sure your conversion tracking is turned on… oh and by the way, Google, Bing and others are always adding new features to improve user experience so staying on top of the changes is crucial.
PPC advertising is a great tool for advertisers – and one that can make a real difference to your bottom line.
“If you’re not marketing, you don’t have a business.”
Josh Weidman, head trainer at REI 360, recently coined this phrase — and to Chris Haddon and Jason Balin, co-founders of Columbia, M.D.-based lending and real-estate companies Hard Money Bankers and REI 360, truer words have never been spoken.
“There’s really no excuse not to do marketing,” Balin says in this video.
The best marketing is about being consistent and building up slowly before becoming a black belt at it — that way you won’t get overwhelmed.
“The internet is changing on an hourly, daily basis,” Balin says. “Things that were relevant in SEO world a few years ago are not anymore. Social is changing constantly … you don’t have to do everything. Just pick two or three things that you’re comfortable doing — and just get started and do them.”
Watch more videos from the folks at REI 360 on their YouTube channel here.
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Article Source: https://www.entrepreneur.com/video/278196
Some companies are able to last for years as modest but successful enterprises, while others remain on a smaller scale. The vast majority; however, fade into oblivion.Businesses overall have a high rate of failure, and that is especially true for online companies.Read this article to learn some Internet marketing tips.
If you belong to message boards, your link can appear in every single post, if you put it into your signature box. This is an easy way to passively promote your business without actively having to “talk it up” to others.
This helps them to feel more informed regarding the purchase they are considering. This tells them that you are just supplying information; the choice of whether to buy or pass.
Provide something really unique on your site.This can be a lot of traffic towards your site as people search for this unique niche.
You should invest time researching the design websites.
Regular blogging is an asset to any internet marketing with success. A high-quality blog is one more way to communicate with clients. In addition, you will eventually attract more visitors to your website because you are, in effect, which ultimately leads to more site traffic.
This can help new visitors understand what your company is all about. This will allow you highlight a specific product or service.
The past few years have seen a significant evolution in PPC marketing, with more brands starting to use Microsites to serve as the new destination for traffic from their PPC campaigns. Instead of sending prospects to the brand’s main website or a landing page within the main website, more companies are creating dedicated microsites that serve only one purpose: to capture traffic from PPC campaigns and convert those prospects to take whatever specific action is the goal of the campaign. Microsites are giving brands a new level of flexibility, targeting, user engagement, and successful conversion in PPC marketing.
Below are the top 4 reasons why your brand’s next PPC campaign strategy should include microsites:
1. Microsites work better than landing pages.
The idea of having a dedicated place to direct inbound traffic from a PPC campaign is nothing new – but instead of a landing page that is part of the company’s main website, Microsites offer an added degree of focus and flexibility. With a Microsite, your brand team has the freedom to design the Microsite to look and feel totally different from the rest of your main site. You can focus the content on precisely the needs of users who are coming to the Microsite, without worrying that they might get confused, lost in the larger site’s navigation, or distracted by the surrounding content of your main site. With microsites, you can talk to the audience in a focused and highly relevant manner to give them exactly what they need.
2. Microsites deliver big results for brand building and conversions.
Microsites are narrowly focused on the needs of the user – each microsite has only one goal: addressing the immediate problem on the prospect’s mind. As such, microsites tend to achieve better results for engagement, brand building and conversions. Microsites can be designed to quickly and concisely spell out the key information, make the case for why the user should take the next step in the sales process (whether it’s to sign up for a newsletter, get a free download, or make a purchase), and then clearly show the user how to tap a button or click to take the next call to action. Microsites are a simple, elegant “conversion machine” to boost your sales results.
3. Microsites are better than landing pages at building trust with customers.
Consumers today tend to be distrustful of advertising. If they click on a PPC ad the link takes them to a cluttered, cumbersome landing page that takes a long time to load and is full of pop-ups, users are likely to get frustrated and immediately lose trust for the brand. Microsites tend to offer a much simpler, cleaner user experience that delivers relevant information quickly – and this has the side effect of building trust with buyers. With a microsite, you can cut to the chase and speak directly to the concerns of your PPC inbound traffic: you know that they already saw your PPC ad and decided to click on it, so your microsite can skip past the usual boilerplate and immediately pick up the conversation where the customer left off by clicking your ad. The nature of PPC campaign microsites is ideally suited to having a focused, efficient sales conversation – you know what your customer wants, and your microsite can immediately go deeper into showing the customer why your product or service is the right answer to their problem.
4. Microsites make it easy to build distinct campaigns.
As their name implies, “microsites” tend to be smaller and simpler than typical websites – and that means that they are faster and cheaper to build. Since microsites tend to have simple designs, limited features and not a lot of navigational complexity, they are also ideal for mobile devices and they load very quickly. Microsites are also ideal for creating multiple templates that can be used across multiple campaigns and A/B tested for multiple objectives and metrics. You can quickly create multiple versions of the same microsite and test it with different audiences, or test different stages of the sales process. Microsites are remarkably versatile, and can give you an experimental sales conversion test laboratory that exists separately from your main site.
For your next PPC campaign, use microsites to make sure that users who respond to your PPC ads are getting directed to the most relevant, useful and actionable information to address their needs. Microsites are the new standard and ideal best practice to speak to a highly targeted audience, track campaigns, launch new products, test new markets, and quickly generate leads and build brand awareness. Each microsite has a single purpose, but microsites can serve a broad array of purposes to help your brand grow.
At SMX Advanced yesterday, Google announced that ads are coming to the local pack. That means one of the three local results in the local pack will be an ad and local SEOs need to make sure their clients show up in the top two local results, instead of the top three.
Joy Hawkins posted about this on Google+ and said:
Well….Google just announced at SMX that the 3-pack is going to start containing an ad soon. So instead of the 3-pack it’s going to be 1-ad + 2 organic listings. Yes, the ones right on Google search (not the expanded pack). Be prepared to try to get clients in the top 2 instead of the top 3!
There is a lot of concern over this news from the local SEO community. There is also discussion around this at the Local Search Forums.
Here is a mock up of how the ad may show in the local pack, at least, how I think it may show. Note; the ad label may be purple instead of green.
Forum discussion at Google+ & Local Search Forums.
There is good money to be earned in online marketing if it is approached intelligently. There are so many ways to launch a company on the Internet, and they all require a significant amount of time and energy. Using time wisely is incredibly important.Read the ideas below on what you can use time management techniques effectively.
You never know when you stop. Make sure that you are organized and have everything ready to go when you are ready to get started in your venture. This can be very intense strategies and techniques. The effort you put in will pay off after awhile.
Advertise your company on popular sites. This investment can make a huge difference and get the name of your site and help your business grow.
One way to build your list of contacts is to develop a squeeze page. This type of page asks your site visitors to offer up their email addresses before they continue. You should offer them a promo item in return for contact information. This will help encourage them feel like they are getting something in return for giving up their valuable information.
Make effective use of email for marketing your business.You want the subscriber to feel like you are providing valuable information to them via email, not dismissed as spam. With an email newsletter, you can remain in touch with a customer for quite some time, and make him or her feel welcome to return to your website.
A great tip is to make your web page stands out. If you do not make yourself stand out in the sea of websites, people are more likely to remember it and link to it. One way to begin distinguishing your site stand out is to draw attention to a unique product or service.
Internet marketing should lead to further Internet Marketing. It sounds odd, but what you are doing is driving customers to your site to purchase your products, purchasing something and repeating the cycle.
You want to put new content on your site so that people can learn something new.
This will make your products and give them an additional reason to return to your site.
Emphasize how little time is needed to place an order, whether it is speed of order placement, speed of order shipment or the speed at which results can be expected when your service or product is used.
The internet has made doing business into an anonymous affair.This approach is especially important for small business owners who need to use relationship building and personal selling to retain customers.
Copying other marketers will get you far in your own marketing attempts. Search engines routinely filter out duplicate content, so copying will just hurt you in the long run.
To optimize your website for search engines, you absolutely must have unique, relevant and unique to your website. This is true for any online retailer that are competing to sell the same items as many other retailers online.You want to be unique and set yourself apart from the other sites, have a trusted employee write it or hire an article writer.
Good content is the backbone of a successful Internet marketing strategy. A fresh perspective can give you valuable insight into the effectiveness of your message.
Use headlines on your websites and articles. These headlines should grab readers attention and showcase products sold at your own site. You may even forgo the headline altogether and add a graphic of your product. Graphics are sometimes appear more professional looking than headlines.
Online marketing does not need to exhaust all of your spare time. Be smart about how you divide up your hours, and success will find you.
Perhaps the real question is, why wouldn’t you enter?
For the second annual “Landy Awards,” we’ve added more categories to highlight campaigns in various sectors of SEO and SEM, plus new team awards for both agencies and in-house search marketers.
Upon hearing that we were planning to add two new categories for In-House SEO and SEM Team of the Year in the 2016 Landy Awards lineup, Jessica Bowman, search industry veteran and expert corporate SEO trainer, jumped at the chance to participate as a judge.
Bowman regularly runs in-depth workshops for enterprise search marketing professionals in conjunction with our SMX conference series, with upcoming In-House Exchange events in Seattle and New York City.
While the focus of Jessica’s work is on helping in-house teams succeed, she sees the Search Engine Land awards as a valuable program for independent consultants and digital marketing agencies serving clients from large to small.
Bowman says internal teams at large organizations and well-known brands are often unable to tout their own work or share too many details about their results, so they typically avoid entering industry awards.
In the case of The Landy Awards for in-house teams and professional marketers, all data is considered confidential by the judges, and details can only be published with the permission of the applicant. But more importantly, Bowman stresses that these awards focus more on how teams operate to achieve maximum results, not just the bottom-line numbers.
Here are all the other reasons Jessica is advocating for in-house marketers to take another look and consider entering the 2016 Search Engine Land Awards.
JB: The Landy Awards for In-House Team of the Year aren’t just about delivering exceptional results for your organization, but rewarding the efforts it took to get there. These awards primarily take into account factors such as:
JB: Your peers on other teams will realize you know your stuff and as a result, you get a lift in clout and credibility. It’s the kind of cachet that a consultant has when they say what you have been saying, and now people want to take action.
JB: If you’re a manager overseeing search, this is an incredible opportunity to earn recognition for your team by one of the most respected publications in the digital marketing industry.
Give your team kudos by applying for the team award in SEO or SEM.
JB: If you have someone on the team you want to recognize, this is the king of recognition. Nominate them for Search Marketer of the Year, a very prestigious award.
Just the fact that you were thoughtful enough to nominate them will often boost performance and re-energize them to perform even better.
What do you know about Internet marketing? Do you do regular research on this topic and continue to market your business? There are many resources available that will give you great marketing tips, shows, books, and videos. So how do you put all this knowledge to use to create your marketing plan? These tips will help you to your starting point.
You must take advantage of every software advancements that happen to be a successful in Internet marketer. If your customers use more advanced software than you do, the competition could leave you in the dust.Show that you are always on the cutting edge, and you will get respect.
It is imperative to use a client mailing list. Give your customers several opportunities to leave their email address part of the ordering process.
A flashy website might look pretty, but don’t overwhelm your readers with fancy tricks. You will have roughly five seconds to bring their attention of visitors to your site. If you can’t capture their attention during this very brief time period, chances are they’ll leave your website to find a better one.
Get customers to click ads by using discreet images that link to your product’s page. This does not look like an advertisement.
Your internet marketing efforts do not only have to be done on the internet.
Advertise your company on popular sites. This investment can make a big difference and get the name of your company exposed.
You should spend enough time researching the design basics of website building before starting your own site.
Consider adding a hub to your website where people can view all of your products.You should look to have a structured no matter how different your content is.
You would be hard pressed to find a large company who found “luck” and ended up being powerful and successful. Do you think Anheuser Busch just hit a stroke of luck with their soda drink idea?They put in long hours and effort to effectively market their product.
The internet has made doing business into an anonymous affair. This is especially important for small businesses that rely on networking and personal selling to retain customers.
Partner up with other online businesses to create interesting combination deals that will attract customers and help you can offer multiple products from multiple vendors as a bundle. You can link together accounts and make your sales volume by linking multiple markets. This is a great way to work with companies that are not rival each other.
You can anticipate more business if you provide several different ways for people to pay. While it might seem okay to just offer credit cards as a method of payment, you should also let people pay via online payments like PayPal and their own bank accounts.
It is important that you learn proper usage of HTML tags. HTML tags serve to indicate how important various content on specific pages of your site. Search engine bots will rank your website based on what these tags emphasize.
If you understand both their product and their methods, you can discover and make use of weaknesses and strengths that can make you a lot of money. This is essential for any marketing plan.
It might seem useful to have 256 different social media accounts, but if you can’t give them each plenty of time to seem active, it won’t do any good. Profiles that have no consistent updates are often viewed as no better than spam.
Develop your marketing plan and then slowly begin to put it into practice. It’s now time to apply the concepts you have read in this article to your business. Can you start improving your plan properly and smartly? If you can, then go!
When you are creating a social media marketing plan for the first time, you will need a lot of good information in order to get started. There is an abundance of great information out there, but getting it is the challenging part.
When headlines or titles draw readers in to the point that they want to read more, you will keep the attention of your customers.
If you have included Twitter in your social media plan, write tweets that have interesting, relevant and vary in content. Tweet both tips and suggestions related to your type of business. Mixing both fun and factual tweets with the business promotions can help your audience focused on your feed.
Twitter is a more demanding network because it requires constant communication with followers, so make sure that you are social and communicate with your followers regularly. If someone asks a question about your business or offers feedback, and if questions are sent to you answer them as well.This will help you to establish and maintain a more solid foundation with your company and your customers.
Use social media marketing to create more user-friendly storefronts. As a supplement to your standalone site, you can easily make a Facebook storefront that can be accessed with ease from your posts.People that use Facebook often play around on the site and may run into your product selection, can browse the site and make purchases without ever logging off of Facebook. This allows you to communicate with the potential consumers without the need to ever leave Facebook and visit your main website.
This will ensure that you don’t ruin your campaign total failure in lieu of resounding success. You must also respond to any negative comments or reviews. Conversely, if you respond quickly and appropriately, your customers might actually trust you more.
Facebook makes it very easy for your followers easily share your content. If someone comments on one of your posts, all of their friends will be able to see it.
Always respond to questions and comments posted on your social media pages. Check these sites more than once a day to see if there are any concerns you need to address.You can also choose to receive emails each time you get a new notification. Remember your response in a comment can be viewed by the public.
You can use the feature to post a new article, and it will appear as LinkedIn updated. This helps to save time and you’ll enjoy more exposure on LinkedIn.
You will not have a successful with social media promotion if you aren’t aware of your target audience. You must be aware of why these consumers are using the social network, how much time they are spending on this type of website and what kind of content they would like to see.
Ask your customers to detail their social media habits through a survey. If respondents express a lack of interest in social media, you can put your time and effort into other strategies.
Do some research about social networking. There are many resources available on the Internet to help guide you with these problems.
Social media is a great method of making your company branding. Your logo should serve as your avatar and/or background or profile picture. Maintain color schemes throughout your social media pages. Be consistent and you can employ branding to your advantage.
Staying informed is an easy way of increasing your chances to succeed in business. Advertising through social media can be quite confusing without the right information to guide you, however. Employ the techniques here, to be on your way to great success in your marketing efforts.
Search engine optimization is an important for a business to be successful. The tips below will help you optimize your marketing plan to include proper search engine optimization. Use the tips below to build your business.
When setting up pages using SEO, having some short articles on your topic is better than a single very long article. Long pages don’t carry as thoroughly by search engines as short ones are.
There are many methods to optimize a search engine. You will get the most results if you optimize your website is easy to use. The increased performance will make your readers happier as well.
Using product feeds can help to reach new customers. Feeds like this detail your services and products with images, descriptions and pictures. Submit these to comparisons sites which compare prices and to the major search engines.
Blogs rank well because the search engine algorithms prefer highly-structured data and new content. Backlinks are very important for ranking highly in search engine optimization.
Don’t spread yourself too many keywords. Focus on the most important phrases that can improve your website. Use online analytical tools to figure out which words and phrases really bring you the most traffic.
Use products such as adwords or AdBrite. DIY SEO does not be enough for some major ranking increases.These types of advertisers can help increase hits. Using a product from a top engine like Google can bring in massive numbers.
You rarely get image links with sites that are using SEO correctly. Image links do not link your content to the search engine bots to index.
SEO can get more people to your customers find you. Many business to not realize how important this really is.
You should make sure to use a service that does not block out your domain ownership information. Google may see this as a spammer and won’t even rank your website.
Use search engine optimization companies that work with SEO to your advantage. These firms can help you get your site a search engine ranking. Many companies have good deals on these services.
Think like a customer when selecting search engine optimization keywords. Find out what terms are actually used when people use for your business.
Search engines love fresh, so when you use a blog to add new material to your website on a regular basis, so you need to give them what they’re looking for in order to rank higher. People will also share your articles if they like with others.This will bring a lot more people to come back to your site for more.
Try to keep focus on each page with one specific keyword phrase. By limiting the page to one topic, you will have better content, which will bring you happy readers who return to your site often. Having a loyal customer base always beats search engine results page.
Search engine optimization — or SEO — is simply a core online marketing concept. This is the technique of using keywords in online content in order to secure higher rankings on search engine rank. This is the best way to bring people going to your site.
Make sure your server is configured for case sensitive on URLs.
All inbound and internal links on or associated with your site should use a keyword phrases in their titles or anchor text. This is just one more way to convince search engines that your site content is relevant to your keywords. You should make time to go through your site includes internal links that use keyword links.
Make your website is user-friendly and error free. Visitors are misspelled words and grammatical errors. You should also stay right on top of your links to be sure they are active.
You can pursue search engine optimization properly by using the advice that was provided. In order to keep up with the competition, a business simply must employ effective SEO methods. Using the tips here, you can boost the chances of that happening.
Search engine optimization refers to a collection of the list for those using search tools. This article will simplify the methods and methods of SEO into light.
This is very useful for the people who found you through YouTube.
A key to search engine optimization is to include a site map for your website. Spiders are much better at crawling a website if a site map to find out information regarding your website. A big site might need more than one site map. A good rule to go by is to show only 100 links on each site map.
After you chose the keywords you are going to use throughout your site, be sure to place them in the title of your web page. Your title should be attention-grabbing and relevant to your content, but choose carefully, so that it makes a solid first impression when people see it in search engine results. This ensures that you get hits based on because it best fits what the search engine user typed in.
Users aren’t going to spend time at a site unless they can find the information they need, so bettering your content is the simplest way to boost traffic.
Use descriptive title tag to make sure that search engines can easily find and read your page content. Your titles should not exceed sixty characters, because search engines won’t display more content than that. They will also tend to give less importance to terms after that point.
You can learn how SEO on your own. There are also a variety of resources out there that you can help you. There are plenty of websites and books to read.
Site maps are perfect for facilitating page indexing by search engines catalog your pages more effectively. A site map may have a significant impact on search engine rankings, no matter how small the site is.
Learn all you can about social networking sites. There are many more social networking sites other than Facebook or Twitter and Facebook. There are specialized sites that cater to folks interested in things like photography or dog breeding. Join forces with those which match your business’ field and maximize your website.
Research information about keywords first so you begin. Learn which particular keywords will be best for you to incorporate into your site’s content and titles. Keyword research can let you to understand what search terms people use to navigate in your particular categories.
Many people are under the impression that keywords in their comment tags will make a more visible site.
Don’t duplicate content on your sites if you want to keep out of a search engine’s spam filter. Know that you could be using duplicate content and aren’t aware of it. Repeating the exact same product description across multiple pages might just be a time-saver for you, but search engines see it as spamming.
Try using video sitemaps and videos to boost your website. Videos can be great for getting your message across. Post such videos on your site with good keywords. Once that is done, Google Webmaster Tools can be used to submit your URL using Google Webmaster Central.This should glean you plenty of new customers.
Captions are a tremendous SEO process.This means that if you have a lot of newspaper articles or photos linked up to your site, which will lead to more sales.
As you now understand, SEO is almost purely a matter of using proper keywords. If a webmaster uses certain words frequently in his site’s copy, the search engines will show that site to people who search for those words. Read this article to learn how to effectively use these keywords on your website.