Google Adwords is a fantastic way of advertising your business online. However, the key to success with this tool is to properly optimise your advertisements so that they reach the intended audience – and you don’t end up paying over the odds.
There are some obvious ways to do this and some tips you may not have come across before, this post will outline both:
Effective keyword matching: With Adwords you can specify how closely you want your keyword to match the users query on the search pages by selecting either “Broad match” “Phrase match” or “Exact match” – Avoid broad match. Why you ask? Simply because under a broad match, if a user searches for a specific term such as “woolly hat”, your advert will appear whenever a search for “woolly” or “hat” is made in any order and even alongside other terms (such as woolly mammoth).
Trying dynamic titles: ‘Dynamic titles’ are an efficient way to improve your CTR and conversion rates. They work by causing the phrase that the user is searching for in Google (for example woolly mammoth), to become the title of your advert when it appears. This of course means that your ad is more targeted.
Landing pages are important: This is the first page a person will see when they click onto your advert and come to your website. You can make this any page you wish, however you should probably avoid using your homepage if your product isn’t being pushed there. Whatever page you do use, it is a good idea to optimise it with information about your product.
Quality control: Do – work on the quality of your advert and rely on its CTR to get you into the top spot. Don’t – on the other hand get into a bidding war with a competitor vying to pay whatever it takes to remain in or get into the number one spot. This is never a good idea because it is actually the quality of the ad that will shine through meaning regardless of the position your ad appears in, you can still gain the top spot if you get more clicks over time. The best thing about doing it this way is that you will still be paying the lesser amount of being second place, even when you climb to first place.
Keeping track of everything: High CTR do not necessarily mean success. Try not to fall under the illusion that because the CTR is high, you are making money. You could in fact be losing money. Using Google’s conversion tracking codes to link Adwords with Analytics is a good idea and will help you to understand how each keyword is performing so that you can optimise your campaigns buy getting rid of any that do not work well, and putting more time and effort into the ones that do.
Use the direct approach: Keywords such as “Bargain” “You” “Free” and “Deal” all speak directly to a user and sound enticing. Use these. This also works with ‘call to’ actions which are phrases that provoke an action from the user. Some examples include “Buy Now”, “Free Delivery” and “For a Limited Time Only” etc. Such keywords cause a sense of urgency and give the impression that the user must act quickly or lose out. There are many other direct ways you can talk to a user including the use of questions to engage them. This could work particularly well if you ask questions that aren’t particularly clear or answerable, for example “woolly hats or woolly mammoths?”
Spell things wrong: With Google’s “did you mean” feature it’s pretty easy to get away with the odd typo in a search and still successfully get where it is you want to go. The bottom line is, people spell things wrong, often. Take advantage of that by doing the same.
Stand out: Capitalising each word (not the entire word just the first letter) will help you to stand out. With competitors going after the same customers as you, this is almost essential.
Leave your number: This is beneficial for two main reasons. If your ad is seen, appears to have everything the user is looking for and has a telephone number, it could lead to a conversion if the user calls you up and completes a transaction. Also, you’d save on some money as you would have avoided the click! Bonus!
There are tales of retired businesspeople or sometimes new parents who leave jobs to raise families, who then get bored of monotony and decide to try and use the internet to cure their boredom. Perhaps this idea was launched after they stumbled across Google AdWords and PPC, both helpful tools in allowing companies to bid on certain keywords and phrases.
It works like this – if their bid is high enough, the winning bidder pays the bid price which ranges from pennies to pounds depending on the competition for those words. Once paid for, a short advert from that bidders company will appear alongside the search results of anyone typing those keywords or phrases into a search engine or a website. Whatever the winning bid price was, is paid every time someone clicks on the ad. The benefits come from the traffic that is drawn to the site mentioned in the advert.
This may sound great, fantastic even – but there are ways to get it wrong, so read on for some handy tips in getting the most out of PPC:
Measuring Click-Through Rates
The success of pay-per-click is found in how many time someone clicks on your ad. This is called the click-through rate. In theory, a high click-through rate equals one click for every four times the page containing your advert is displayed. However you should remember that you are paying for any clicks, therefore – if no business is gained by the ad being clicked, you are potentially losing money.
This is why decisions about your campaign should be focused on getting customers to spend money on the product or service you supply, rather than simply getting them to click on your ad. Completely removing ad that gets lots of clicks but rarely results in a transaction is an idea; perhaps replacing this ad with of one that isn’t as big of a click draw but ultimately entices more transactions would help.
Understanding Conversion Metrics
Online ads allow for you to calculate the money you will make based on what you invest. Although it can be pretty straightforward in some cases, in others it may not, especially if you are using many different forms of marketing already. Google has conversion-tracking tools designed specifically to determine the rate at which people come to your website through clicking on your ad and actually go on to complete a transaction. This can be in the form of making a purchase, signing up for something or simply joining a mailing list. By telling these tools what different types of clicks on your site are worth, it can calculate what your total return will be.
Setting Manageable Budgets
Figure out where you are getting a positive investment and base your budget primarily around that – and that alone. If you are making money, continue to spend more and keep doing so as long as you are making money. Only stop this if it is absolutely necessary, or becomes too much of an outgoing each month to pay. If you are not making money on a campaign then fix it, or walk away from it but do not throw money away month after month in the hope that things will improve, chances are they won’t.
You’re Job Is Never Done
Make constant changes. Such changes include better ads, better keywords and better methods of converting ad clickers. There are some helpful tools provided by Google that assist you in doing so, such as ‘Bid Simulator’ which predicts how new keywords will pan out. Never assume you can do no better, there is always a way to make extra money, or to ‘right’ any wrongs.
If your keywords are not highly sought after by other advertisers, then you will probably be just fine. But if you are in a crowded industry facing stronger competitors, then prices can get extremely high for keywords.
You can save some money by using more obscure keywords reflecting your businesses strengths and niches. Also, an ad that makes it to the second or even third page in a search engine is not a bad ad. You can save money this way – instead of doing all you can to land on the first page, which new businesses cannot always afford to do.
December 2nd, 2010.
Blog spamming is inevitable. It occurs when people post numerous links within comments sections in a blog article with the intention of readers of that article scrolling down to the comments bit to add their two pennies worth, seeing these links posted by other “readers” of that article and clicking on those links.
Whilst this is unfortunate for the blog owner, since many of these links drive traffic elsewhere, there is one proposed solution to this, and it goes by the name of the ‘NoFollow’ tag (written in HTML as (rel=”nofollow”)) – its one aim? To block search engines from following such links in comments.
Problem solved right? … Wrong! Regardless of the intention of the tag there is one overarching issue here – spammers haven’t hung up their spamming hats just yet, so if the tag does little or nothing to stop spam, ultimately it has failed.
Here are 5 more reasons why the NoFollow is a NoGo:
- It’s Pointless - It doesn’t work. Spammers still spam. If you want don’t want spam then perhaps you should use an(other) anti-spam tool such as ‘math’ alongside useful plug-ins like ‘SpamKarma’.
- It’s Pointless – The use of ‘NoFollow’ in comments on WordPress blogs (which are widely used) is default, hence – you may already be using it.
- It’s Pointless - There is no value, in terms of search engine indexing, & if the search engine indexes can’t find your link, and having many indexed links is your aim (and it is) then there is no point.
- It’s Selfish – Leaving a comment on another’s blog post is a nice thing to do and the right comment can even lead to more comments. If someone takes the time to do this for you, why not give back a little. Sharing is caring.
- It’s … Pointless – Guess what, Search Engines such as Yahoo, actually follow ‘NoFollow’ tags and have been known to count them as back-links in SiteExplorer. So, if you’re goal in comment spamming is to build such back-links in the hopes of building your site’s value … NoFollow is of no use to you here either.
The choice is yours…choose wisely.
Blogging regularly is important for many reasons. The most obvious being that if your want to retain a degree of professionalism (assuming your blog is not a personal one) then it looks better if you are continuously finding new and interesting things for your audience to read.
Honestly, how eager are you to get involved with a company or a business through its website, when you visit its blog and see that the ‘most recent’ entry has a date stamp of 6 months ago…?
Besides, there are some little gems you may be sacrificing if you neglect your company’s blog – such as:
Being fresh and innovative!
A blog post is an article that varies in length, can be about anything you want and is usually beneficial to the target audience it was written for. Through blogging, you can use it to encourage people, persuade them or simply to entertain them. Why lose out on something this beneficial? If you are a company or a business that has something you are trying to sell, your blog is the place to do this!
If you want to improve your chances of being visible in search engines (and you do) then well structured posts are essential. A great post can start to rank in search engines over time and could potentially bring in web traffic to your website. (For tips on how to write a great post you can read my earlier article titled ‘Successfully guest posting on A-list blogs’)
Being communicative & media savvy!
Simply because blogging and social media marketing must coexist when it comes to marketing a business, communication is essential.
Social communities, such as Twitter, Digg, and Facebook among others, can be used as a platform for your blog, and so being a consistent (but quality) blogger could create the opportunity for more traffic to find drive its way to your blog. Perhaps most importantly, through these social networks you could gather new business opportunities.
Blogging is a way to explain to your readers who you are as a company. Distancing yourself from the competition is what your brand and your website will attempt to do, but a blog can add that extra panache needed to make your business really stand out. Much like a chronicle, your blog can be how you document the goings on in your company – which will give allow it to develop a voice and a personality.
So blog & blog often!
You are probably already aware of the importance of guest posting to for the purposes of promotion in the world of SEO. The two work hand in hand. However, there is more to guest posting than simply getting your article uploaded to any random blog on the internet – if you want it to be seen and seen often, then you need to be featured on successful high powered blogs that get attention.
As somebody that is fairly new to SEO, I have learned that there are many ways to ‘get a link’, but perhaps more importantly, I have recognised the importance of quality over quantity when it comes to guest posting.
So what shouldn’t you do?
- Aimlessly send out requests asking a multitude of questions regarding guidelines.
Why? – Because blogs like this usually have set guidelines that can be found on ‘guest posting’ sections of their site. Asking webmasters questions that they have already answered shows your lack of attention to detail. Not a good sign.
- Ignore the target audience.
Figuring out the niche for that blog, or the readers interests from previous posts that they have on the site is helpful. Of course you may be working for clients or have your own ideas that are far away from the niche theme of the blog that you are approaching. One solution to this is to be creative and to try and marry the ideas that you have, to this niche. For example, I recently found a blog on video-gaming where I wanted to incorporate a client that supplies contemporary decorative art; I came up with ideas such as ‘concept art in video-games’ and even ‘tattoo art inspired by game characters’. These worked well.
Taking initiative is highly appreciated in the world of guest posting. Don’t be afraid to send some material to the blog owner, rather than simply asking to send some. If they are a successful blog, chances are they will be inundated with requests daily, many of which they turn down. Instead, sending some well written content with a good email explaining your intentions will be a breath of fresh air, will get you noticed and will heighten your chances of getting that post.
- Be generic.
Go ‘gaga’ with the hyperbole, the numbered titles and the informative language used. If the blog owner wants changes to be made, you’ll be informed, but standing out is the key – a title can make the topic seem boring even if the content is great. Huge blogs of text with no photographs are a no-no. Avoid these.
- Give up.
If your post was refused but you followed the above steps, chances are it’s going to have been a pretty well put together and thought out piece of work. A well constructed post is never a wasted effort, so don’t waste it – use it elsewhere or use it on your own blog if you can. If at first you don’t succeed, try and try again.
I’m new to the field of SEO and I came across it after graduating university with a degree in law. I enjoyed studying law but as far as the practise of it in the workplace, I felt as though it was a field that didn’t really leave room for me to utilise my creative abilities and imagination.
After getting some worthwhile careers advice, I decided that marketing was a field that I wanted to explore. I did some research on the different types of marketing and what these entail. I brainstormed, combining what I enjoyed doing, with the transferable skills that I already had, and figured that since I’m technology and Internet savvy (I like to think) and have an interest in how companies market themselves (perhaps sparked by my many years of experience in sales and retail as a student), I wanted to work somewhere that combined these skills and interests.
This led me to Datadial where I am currently an SEO Intern. So far, I have enjoyed coming up with ideas that really make a difference to the success of our clients.
In my spare time I love to write music, and I love to read. I also really enjoy going out & socialising with friends…and I like to cook.