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Basic/ Digest...
Here are three things you can do to spend your SEM dollars efficiently: 1. Lay Out a Fixed Budget Companies and individuals with small budgets often make this mistake when determining their SEM spend: they don’t lay out a fixed SEM budget for a continuing period. The danger in buying SEM ads only sometimes is that your relevancy score falters when you buy SEM space erratically. If you appear often and continuously in SEM ads, search engines will determine your ads as more relevant to their keywords. 2. Bid on Niche Terms If you have a small SEM budget, then it’s likely that you’re a small company. Don’t try to play in the sea of big terms; you won’t make a dent in this vast ocean of search. Instead, look for niche terms and phrases that relate specifically to your product and services. 3. Review Your Performance Review is important in any SEM campaign, but it is especially important for those of you with limited SEM budgets. See what ad copy and terms work best, and focus on those. If you find that you are converting and making money from your SEM ads, then consider reinvesting in SEM. Maximize spend before increasing scope. ____________________________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Try WordStream's FREE Landing Page Grader Tool to analyze your Google AdWords landing pages and improve landing page conversion rates.
Intermediate/ Excerpt...
There are three reasons this tool will offer huge value to PPC advertisers and agencies trying to optimize their AdWords campaigns all the way through to the last step, the landing page: -- > It’s fast, easy, and free – Your landing page report offers the kind of insight you’d get from a professional PPC audit, but without the time or expense required to hire a consultant. This is the simplest way to find out how your landing pages are performing and how you can improve them. -- > It’s designed to help you increase your AdWords conversion rate, Quality Score, and ROI – The landing page tool focuses on PPC-specific best practices. It checks to make sure your page, form, settings, and more are optimized for conversions, and our benchmarks help you determine how your landing pages compare to your competitors’. -- > You can’t get this insight anywhere else – We created the first free AdWords analysis tool, and this is the first free landing page analysis tool. There’s no equivalent in AdWords. Our AdWords Performance Grader has analyzed over $3 billion in total PPC spend, and we know a ton about what goes into a successful AdWords account. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Controlling the conversation around your brand is critical to upholding and improving reputation and converting more customers. Here's how to make sure you monopolize all the available paid and organic brand real estate on the first page of Google.
Advanced/ Digest...
Paid Search While it seems obvious to buy your brand terms in paid search to acquire more real estate, many additional tactics exist to maximize this space. The following are ad extensions available in Google that increase the depth of your brand listing: - Location extensions
- Call extensions
- Offer extensions
- Sitelinks extensions
- Product extensions
- Social extensions
- Dynamic search ad extensions
- App extensions
Google+ Brands that have verified Google+ accounts can capture side rail real estate for brand terms by utilizing rel="publisher". This works similarly to authorship but is tied to Google+ pages as opposed to individual accounts. The result is a rather large piece of real estate that includes your follower count and a link with image to your latest post. Google Images Optimizing key images on your site such as your logos is another great way to take up potential search engine results page (SERP) real estate. Image search has the potential to drive more incremental visits than you might expect. YouTube & Other Video In an effort for Google to continually promote their own properties, videos from YouTube are becoming more prevalent for a variety of different search queries, including brand terms. Having branded YouTube videos is a great way to own your brand terms. In order to take advantage you need to have at least one video hosted on YouTube. Google+ Local Local presents another great opportunity to occupy additional brand real estate. Make sure you have a verified business listing and your feed is optimized. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Learn best practices for Google AdWords remarketing from top to bottom in this complete guide to getting AdWords retargeting right!
Advanced/ Introduction...
Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. These ever-improving functionalities have made it even more important for advertisers to be creating and optimizing remarketing campaigns with best practices in mind. This post a complete list of best practices and tips to help you get the most out of your AdWords remarketing campaigns. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Intermediate/ Excerpt...
10 Strategies For Bid Adjustments: 1- Increase bid adjustments for peak sales hours to maximize opportunity. 2-Decrease bid adjustments for nights and weekends when the office is closed. 3-Identify locations where the greatest number of conversions occur or highest conversion rate then increase the bid adjustment. 4-Use a combination of device and location to serve more to people on mobile in the area of your physical store. 5-Bid less for mobile on if your mobile user experience is poor. 6-For interest targeting, bid more on core interest categories closest to your target market and less for a complementary interest. 7-In a display placement campaign, arrange placements in a first choice, second choice, and third choice tiers by bid adjustments. 8-Increase bid adjustments +300% on mobile devices to create a faux mobile campaign or “mobile focused” campaign. 9-Enable bid adjustments for ad group level topic targeting, then exclude a gender or age (to leave the one you want to target) to achieve persona level targeting in display. 10-Increase bids during lunch time to reach people searching over lunch hour. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
Ads get all sorts of additional bells and whistles including star ratings, text boxes with linking buttons, site links and local listings. This serves to increase the space these ads occupy above the hold, pushing down competitor results and organic listings. Average click through rates for Google AdWords ads for each position from one (top of first page) to nine are listed in the table below: -- > Position 1: CTR 7.11% -- > Position 2: CTR 3.01% -- > Position 3: CTR 2.19% -- > Position 4: CTR 2.15% -- > Position 5: CTR 1.61% -- > Position 6: CTR 1.04% -- > Position 7: CTR 0.89% -- > Position 8: CTR 0.75% -- > Position 9: CTR 0.55% __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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__________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Introduction...
Ever get the feeling that your AdWords account should be performing better, but you don’t know how? You’re not alone: a lot of advertisers spend so much time tweaking the knobs and dials that they neglect to step back and look at the account as a whole. Their tunnel-vision prevents them from seeing mistakes as well as money-making opportunities. Just like those are preventative measures to ensure better performance of your car or heating/cooling system, regular AdWords audits will ensure better account performance before it gets into trouble. ___________________________________ -Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). -If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.
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If you are using Google AdWords to generate leads and drive sales, you’ve probably noticed increasing competition for many of your keywords over the last few years.
Condensed...
Google TrueView videos are called such because advertisers are charged only when a video actually is viewed by a user. The biggest strength of TrueView is the feedback provided to advertisers. Who are the users? Where are they coming from? And most importantly, are they watching? The three formats offered in TrueView are in-stream, in-search, and in-display. In-Stream: Ads play at the beginning, middle, or end of YouTube partner videos (partners are any YouTube user that has decided to make money by displaying ads in their videos). Viewers have the option to skip the ad after 5 seconds. If the video ad is 30 seconds or longer, you’re charged once the ad reaches the 30-second mark. With shorter ads, you’re charged only if the entire video runs. In-Search: Ads are displayed in search results when specific keywords are searched and aren’t played until someone selects the video. You’re charged once the user clicks to play the video. In-Display: Ads appear next to other videos on the YouTube Watch page and are labeled as an ad. You’re charged once the user clicks to play the video.
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Google recently announced a change in the way Quality Scores are reported. What actually changed? We dug into the Quality Score data to find out.
Digest...
If nothing changed about your “real” Quality Score, and this is truly just a glossy reporting change, then there should be no effect on your other metrics. BUT, there’s another way to interpret Google’s announcement. Google might be saying that they haven’t changed the factors that go into Quality Score, but they have changed how they normalize the results (which is how they can compare disparate advertisers). If that’s true, then there could be substantial impacts to your account. Quality Score is half the equation to determine your Ad Rank and an important part of determining the price you pay. And what we found was ... Google Took Away Your 10’s
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Key excerpt...
Google yesterday released a new paid and organic report in AdWords to 'help you better understand how people searching on Google are connecting with your business. According to the Big G, the new report is 'the first to let you see and compare your performance for a query when you have an ad, an organic listing, or both appearing on the search results page. Google’s blog article highlights three areas the new report can help. - Discover additional paid search terms – identify keywords you are ranking for organically but not bidding on.
- Optimise presence on high value queries - monitor your high value queries for organic results.
- Measure changes - website improvements or AdWords changes are more easily monitored across paid, organic, and combined traffic.
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Quality Score and Click Through Rate (CTR) are given too much emphasis by PPC agencies and advertisers. Optimize AdWords for Profits, not Quality Score.
Condensed...
Google’s documentation says that Quality Score is their system’s way of measuring how relevant your keywords, ads and landing pages are to a person’s search query. A higher quality score means your ad can be shown in a higher position for cheaper. Awesome! However, Google doesn’t pull its credit card out of its wallet and buy from you. Your customers do. So why put all your resources into optimizing for Google’s opinion of your keywords, ads and landing pages? Shouldn’t you be putting more effort into getting sales? I’m not saying to disregard your quality score. It IS an important metric for getting more clicks for less spend. But don’t optimize for quality score at the expense of more important metrics
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Looking for Quality Score hacks? Here are three easy, sneaky ways to increase your Google AdWords click-through rates and Quality Scores.
Digest...
Quality Score Hack #1: Use Site Extensions If the three rules of real estate are location, location, location, the three rules of Google ads are extensions, extensions, extensions. Ad extensions are free to use and pretty much guaranteed to increase your click-through rates. Which extension you should use depends on what your goals are, so check out our Ad Extensions Cheat Sheet for more info, and remember that you can combine multiple extensions. Quality Score Hack #2: Bid on Brand Terms There are a number of good reasons to bid on branded terms in AdWords. Two of them are all about saving you $$$: - Branded terms are dirt cheap due to low competition.
- Branded terms get super-duper high CTR’s and Quality Scores, so they lift your account-wide average, saving you even more money.
You’re also highly likely to rank in the top position for brand terms, which means your sitelinks will display. Branded terms seem to be especially favored when it comes to the new Enhanced Sitelinks. Quality Score Hack #3: Put an Exclamation Point in Every Ad Google only allows you to use one exclamation point in your ad, but dadgumit, make sure you use your allotted exclamation point! Something about a vertical line and a dot just makes people more likely to click your ad. It’s almost like people can actually hear your ad shouting louder than the other ones. Test it out for yourself – run two ads that are exactly the same except for a single punctuation mark, one with an exclamation point and one without. I bet you $10 the one with the exclamation point gets a higher CTR.
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Learn how B2B market characteristics can influence and inform your PPC campaigns in this PPC guide for business-to-business companies.
Key excerpt...
Additional ad copy tips: - Specificity is key – for example, you don’t just sell hydraulic cylinders, you sell hydraulic tie-rod cylinders.
- Use your ad copy to prequalify customers. Mention price points so you can avoid the people who are looking for cheap tools. For example, “Starting at $500 per month…” will quickly disqualify the people who can’t afford your product or service.
- Buyers are looking for suppliers for possible long-term relationships. You need to make sure your copy speaks to the buyer’s pain points in a clear, compelling way. You feel their pain, you have the solution, and you can walk them through all phases of the purchase funnel.
- Use social proof – show off your Google plus-ones in your sitelinks. If you don’t have that set up, get started on it.
- Use credibility examples whenever you have them – phrases like “top-rated,” “award-winning,” and “voted best-in-class.”
- Show prospects how easy it is to do business with your company. Do this in your ads by calling out GSA (government) pricing if you offer it, the fact you accept POs (purchase orders) if you do, or that you offer financing terms, if that’s the case.
- Be the trusted source for information – use your sitelinks to share white papers, e-books, case studies, downloadable forms, financing calculators, and anything else someone might need in the research phase.
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Key excerpt...
This year, we carried out the same studies on mobile search and learned that 88% of site visitors driven by mobile search ads would not otherwise click on the business’s organic listing when ads are paused. From March 2012 - April 2013, we conducted Mobile Search Ads Pause studies on more than 300 US AdWords accounts from 12 key verticals. The research focused on search terms that had an organic listing on the first page and adjusted for factors like seasonality. Similar to our previous study of search ads across all devices, we found that an average of 88% of clicks generated by mobile ads were incremental.
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Key excerpt...
The Google AdWords Keyword Tool has long been in the toolkit of most search engine marketers, regardless of whether they used Google AdWords. In fact, it was one of the first keyword tools available freely to webmasters in order to find keyword suggestions and build keyword list. But users using this free tool are now seeing a notice stating that in the coming months the external Keyword Tool will no longer be available. Instead, they are steering users to their new Keyword Planner that they launched earlier this year. The keyword planner is actually a combination of the Keyword Tool plus the Traffic Estimator, so pay per click advertisers on Google can see not only the suggested keywords but traffic estimates at the same time, along with some other relevant data Google includes. Unfortunately, a lot of the data that we are used to seeing from the Keyword Tool hasn't been integrated into the Keyword Planner, such as the ad share statistics. Google says they are working on adding a new column to give insight into ad impression share data.
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Google announced brands will be able to enhance paid search ads with images, a change that improves user experience and promotion performance.
Excerpt...
Brands using paid search campaigns will be able to make their ads more visually appealing to internet users with the new Google AdWords image extension feature. Although its still in beta launch, the search engine aims to roll out photo-rich ad impressions to improve brands’ promotional success via search marketing. This is evidence that Google thinks images are important for user experience and SEO – marketers must keep this in mind as they develop new content marketing strategies.
Brafton previously reported that four in 10 people prefer to read text that’s displayed with visuals, such as video content and infographics. Perhaps more importantly for a promotional campaign’s success, internet users are 80 percent more willing to read content when it’s paired with pictures.
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Introduction...
Since there are thousands of ways that people can begin searching for content or a type of product or service online, creating your own extensive and useful list can be quite the chore. No worries, though, because there are plenty of great keyword research tools on the Web that you can use RIGHT NOW that won’t cost a cent.
That’s right – all of the online keyword research tools in the big list that follows are totally free. See www.websitemagazine.com for the complete list.
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Which Google AdWords ad extensions are right for you? Learn which ad extensions to enable with this cheat sheet.
Extensions reviewed...
- Sitelink Extensions
- Call Extensions
- Location Extensions
- Offer Extensions
- App Extensions
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When you run as many substantial internet marketing and paid search programs as we do, you realize how many new features occur over time, whether it is within Google Adwords, Bing Ad Center, Facebook Ads, or YouTube ads. Every week we review...
Applicable to B2B, summarized...
So then, below is a hodgepodge of newer features and unique opportunities within Google Adwords that you should be taking advantage of if it’s right for your business. 1. You have seen some ads with a small form for email address submissions? This is called Communications extensions, and is still in beta. 2. You’ve seen those Site links at the bottom of Google ads that appear within the top 3 positions? Well, if you have a special offer just for mobile users, you can now set up a site link just for mobile. 6. I’m sure you know about retargeting; where Google (and other platforms) target ads to you, typically within 30 days, of you visiting a website or landing page, and not converting. Retargeting campaigns bring you back to a website and has proven very effective for my clients. Well, here’s something new, called Similar Audiences. With enough data, Google looks at the browsing history of your retargeted audiences, and attempts to find similar audiences who best match those browsing habits of your website visitors being retargeted. What this means is, the reach of your message can grow significantly, if you utilize this retargeting option. 7. Finally, there is a column within the Adwords management platform called Conversion Value. This is the value of a conversion.
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Learn why Google's new Dynamic Remarketing ads, currently in beta, are the greatest thing for e-commerce AdWords accounts since sliced bread.
Excerpts...
Google’s new dynamic remarketing feature – currently in beta – is hands down the best release from Google I’ve seen in a long time. As far as I’m concerned, this will be a MUST DO for all e-commerce websites that are advertising with Google.
I know the biggest pain point in my remarketing efforts has always been getting image ads generated for all of the products for sale. With Google’s new Dynamic Remarketing feature (still in beta), Google will dynamically create ads for you that include your price, image, and text of your choice, all based on the behavior of your website visitors.
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If you want to include a phone number in your AdWords ad, you'll need to use the call extensions feature. Starting in April, Google will begin disapproving any ads that include telephone numbers in the ad text, according to a recent policy update.
The official word from Google: In the next few weeks, we will no longer allow phone numbers to be used in the ad text of new ads. Advertisers who would still like to promote phone numbers in their AdWords advertising can use the call extensions feature. We're posting this alert now to provide adequate lead time to make ad changes.
In April 2013, we will begin to disapprove ads that were using phone numbers in their ad text before the March 2013 policy change.
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The evolving AdWords landscape impacts more than just PPC - on-page ads effect ranking position, CTR, and ultimately SEO success. We looked at 10,000 queries to find out where ads appear, how many of them there are, and how often they show up.
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A Free Template to Help You Set Up AdWord Campaigns Easily! This excel template will help you: -> Organize campaigns through every stage of the marketing funnel -> Easily record all ad variations, keywords, and destination URLS -> Manage all campaigns through one easy-to-use template
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![The Google AdWords Economy: CPCs, CTRs, Ad Impressions, Conversion Rates... [Infographic] | The MarTech Digest | Scoop.it](https://img.scoop.it/wJdLS0giMrpgV2VPOxqLAvL6dadsvGA8m9WNoVsbzkY=)
And use every tool available to you from Google (if that's where you're spending your limited budget, as you should). There are a variety of tool, options and value-adds as a part of your AdWords experience, and you need to use every single one.