Thursday, 27 February 2014 21:29
This is a question that many people wonder and Google’s Matt Cutts, recently addressed this on their YouTube channel. He said that he spent a lot of time thinking about this question and that content should be written to your audience. In addition, he goes into discussion about how if you cannot explain something to someone then you don’t know the subject matter well enough. This falls right into a quote by the great Albert Einstein; “If you can’t explain it simply, you don’t understand it well enough.”
All content on your site should be written to the level that your customers will be able to understand the best. If you want to add in industry jargon and scientific terms, that is perfectly fine. Just remember to also make sure that you explain these terms and jargon so that it is easily understood. Sometimes it may be necessary to write content that appeals to certain audiences and not others. For instance, you may want to have more technical content for those who understand it. However, the larger audience may not appreciate it or understand it and so you may want content that speaks to their level of understanding.
In short, don’t think too hard on this one. Make sure that you can explain what it is that you are trying to convey to your audience and they will be able to understand and appreciate what you are writing.
Written By: Doyle Clemence – SEO
Thursday, 27 February 2014 14:17
Google Adwords Keyword Insertion is what they refer to as the ability to dynamically update ad text in your ad variation with the keyword that is being used to target your ad. Most people use keyword insertion so that potential customers will perceive their ad as being more relevant because of the fact that a variation of their search term appears in the ad copy. All you need to do to use keyword insertion is add a code snippet to your ad text.
You can use keyword insertion in your headline, description lines, display URL or destination URL. Here is an example of what your code is going to look like:
Make sure that your “default text” in the code snippet is going to abide by Google’s character limit guidelines. For example, if it’s going to go in the headline your default text must not be longer than 25 characters long. This is important because if your keyword is too long, the ads default text will be used instead of the keyword.
Written By: Ed Cehi – PPC
Wednesday, 19 February 2014 14:28
Have you ever come across a asterisk in your Google Analytics and wondered what it actually means? The answer is simple… it represents your Google Product Listings. Whenever it appears in your analytics reports it shows how many visits were received through Google Shopping. However, that’s about all that it tells you. Some more informative information might be what keyword generated the visit. But how do we find this? After researching a bit I’ve found a way to extrapolate this information from your Google Analytics account. Just follow these simple steps:
- Navigate to the Acquisition tab in Google Analytics…
- Open the Adwords drop down menu…
- Click on Matched Search Queries. At this point you will see all of the Matched Search Queries for your Adwords account…
- Under the “Secondary Dimemsions” tab select “Campaign”…
- Sort by campaign, and find your listed PLA campaigns
…that’s it. Now you can view all of the Matched Search Queries that have generated traffic for your PLA campaigns!
Written By: Ed Cehi – PPC
Wednesday, 19 February 2014 14:24
For an SEO professional nothing is quite so aggravating as Google’s habit of changing the rules without any notice. We can’t blame them of course after all they are trying to keep web search results as natural as possible. But before we completely write Google off as “The Enemy” there is a site that they have provided that can give us clues as to what they want to see, Webmaster Tools.
This site links to your Google account and can be set to monitor your website and let you know what is going on behind the scenes so to speak. You can see how your site responds to searches, what your download speeds are, and other useful metrics. However the real gold for SEO Professionals are the hints Google has there. Things like messages warning you about your meta tags and showing you what kind of links you have pointing at your site. This is also where Google will let you know if they have manually placed a penalty on your site.
But wait there is more. Google also uses this site to introduce new features and code they will be looking at. Currently they are showing information on structured data and data highlighting. Google has not said these greatly affect ranking, but odds are if they are putting this level of interest in them, then they are worth looking into.
Written By: Cameron Verkaik
Thursday, 13 February 2014 13:50
So what are Sitelinks? they are ad extension that let you show additional ad text with links to extra pages on your website. They appear beneath the text of your ads, and help customers find other products on your site with just one click. The Sitelinks are shown in your ads at the top and bottom of Google search results. You’ll be able to edit your Sitelinks and destination URLs plus you can see how the ads that contain sitelinks perform from the Ad extensions tab in your AdWords account.
The ad shown below is an example of Sitelinks.
The Sitelink feature is only available campaigns that are using the Google Search network. In order to use Sitelinks, you’ll need to choose one of these campaign types when you create your campaign:
“Search Network with Display Select”
“Search & Display Networks”
“Search Network only”
Sitelinks can be created at the Campaign level or the Adgroup level. This article will show the steps to create a Campaign-level Sitelink.
To create campaign-level Sitelink:
1. Select the campaign that you’d like to add the extension to.
2. Click the Ad extensions tab.
3. Choose Sitelink Extensions from the View drop-down menu.
4. You’ll see all the Sitelinks that are in this account.
If you have existing Sitelink, you will see them listed on the left, plus the Sitelinks used by the Campaign listed on the right.
-To create a new sitelink, click the +New Sitelink button.
5. Fill in the sitelink text and URL.
6. The Description field is optional. When you fill in both lines of description, your Sitelink may be eligible to show with these details. Note if you want to use these additional lines you must have text in both lines.
The Description field is optional. When you fill in both lines of description, your Sitelink may be eligible to show with these details. Note if you want to use these additional lines you must have text in both lines.
Click Save to save your sitelink setting for your campaign.
7. At the bottom of the campaign’s sitelink extension window you will see “Show this extension on all devices”. You can choose to show the sitelinks across All devices (this is the default setting), or specify Mobile devices only or Desktop and tablet devices only.
8. Click Save.
Keep your link text short. This increases the amount of links that can show and gives AdWords more sitelinks to choose from.
Look at your website’s menu for easy sitelink ideas.
The order of your sitelinks and how they perform factor into how frequently a sitelink is chosen to show in an ad.
Written by: Perry Pierce – PPC
Thursday, 06 February 2014 15:23
When launching your advertising, you first must define your expectations. Are you trying to expand your fan base with likes, followers or drive more traffic to your website? Maybe you are sending people to a landing page and capturing email addresses to launch an email marketing campaign. Regardless of your goals… follow this simple methodology to create your own high-impact ads.
To create stunning ads, I like to use the A.I.D.A. formula. Let me explain further.
A – Attention (a headline that is shocking or extremely noticeable)
I – Interest (something to make users want to know more or using interesting pictures)
D – Desire (creating a “I want or need this”, fear of loss, or time sensitive)
A – Action (call to action like CLICK ME, LEARN MORE, SEE THE SHOCKING VIDEO, etc.)
People go on social media sits to be SOCIAL. Talking with their friends about the family, their dog or an experience at a restaurant. Not to look at advertising on the right side of their Facebook newsfeed but, we have just come to accept it. With that being the case, following this simple formula will ultimately help you make your ads more effective.
Written By: Nathan Lumpkin
Friday, 31 January 2014 15:29
Whether your business is big or small customer service is key to success. When a customer calls they want to speak with a live person, not an automated robot or go straight to a voice mail. Helping that customer get to the correct person to help with their needs or answer their questions keeps a satisfied client. A live person answering the telephone also helps the prospect of a new client. Customer Service screening the new clients call and passing them on to an experienced sales person puts the new client at ease when their questions and concerns are addressed immediately. There maybe times that a question can not be answered and that it needs to be researched make sure to set the clients expectation as to when you will be back to them and follow up. Reliability is another strong key for customer satisfaction. You can expect this kind of experience at That Company. Does your Internet Marketing firm meet with you regularly and get back to you when you have questions?
Written By: Virginia Allsbrook
Wednesday, 29 January 2014 16:40
Do you prefer for your customer to like you a lot or to recogonize you as the best provider? It’s tough we all have a natural desire to want to be liked, but at the end of the day it comes down to results.
Results = best product, best provider, best experience, BEST VALUE.
Relationship building is good, but wouldn’t it be better to build a relationship on well provided consultation; instead of because I agreed with you?
In your marketing/sales efforts are you challenging your prospects when they’re incorrect? Perhaps gently challenging them, but nevertheless challenging them?
OR are you yet another “Yes Man”?
Now beyond sales if you’re a consultant or on going service provider do you fall into the trap of wanting to be well liked?
Here’s to a better customer experience!
Written By: Michael Knorr – Director of Marketing and Sales
Monday, 27 January 2014 13:31
Search Engine Optimization:
-Back Link Development
-Social Signals (Wait this isn’t a part of your SEO plan? Is should be!)
Pay Per Click:
-PPC Spend Budget
Social Media Marketing:
-Pay Per Click (Facebook, Linkedin, Twitter, etc.)
-Email Marketing Platform
-List Acquisition (Not that we recommend this, but for those of you that do.)
Video Marketing: (Perhaps this could fall under social media)
Web Development: (Is it time for a refresh?)
-Specialized Widget/Component Development
-Responsive Redesign (After all mobile is becoming important)
So have you considered all of these internet marketing expenses in your 2014 budget? Of course there’s all the traditional marketing expenses as well such as: PR, Radio, Television, Print, etc. Here’s to a great 2014! From one Marketing Professional to another.
Written By: Michael Knorr – Interim Marketing and Sales Manager.
Thursday, 23 January 2014 13:57
The other day I was adding new columns to one of my Adwords Campaign and found that Google had added a couple of new Conversion types. So that makes like 6 types of conversions you can view within Adwords. What are they and what is the difference in them. Lets take a look.
Conversions (1-per-click) count one conversion for every click that results in a conversion within 30 days of the click. This conversion will only be counted one time regardless of what the visitor does on your site. Remember the cookie for your ad has a shelf life of 30 days so if the customer returns to your site within 30 days and converts Adwords will count the conversion, but it will be counted on the day of the first visit.
Conversions (many-per-click) count a conversion every time a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click. These metrics are useful for measuring conversions that are valuable every time they happen (e.g. ecommerce transactions). This conversion would be counted more then once for example a customer came to your web site made a purchase, and then decided to purchase another item and went through the purchase process again. If you are only looking at (1-per-click) conversions you would miss this conversion.
Okay what in the world is a View Through Conversion? Those conversions are used to track actions on your Display Campaigns. Google’s explanation is:
A View-through Conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a Click-through Conversion, which happens when a customer had previously clicked on an ad (such as on the Google Search or the Google Display Network and then completed a conversion on your site.
These 3 Conversions above have been around for awhile, but a couple of new choices are now available for Adwords columns. The Phone Call Conversion and the Estimated Total Conversions.
The Phone Call conversion works with the Google Call Extension. If you are using a Google call forwarding number you can set a goal in Adwords to count the call if it reaches a time threshold set by you. This is a handy conversion to track if one of your goals is to generate phone leads. However if your an e-commerce site, counting this conversion could have a negative effect on your final cost per acquisition.
Another interesting new conversion is the Estimated cross-device conversion. Google’s explanation is: This is our best estimate of the total number of conversions that AdWords drives.
What it means: Estimated cross-device conversions are counted when a customer clicks an ad on one device, then converts on another device.
Pretty cool but even they do not say it I believe, or hope, this only works for those who are logged into to Google for searches.
That just leave one more the Total Estimated Conversions. Google provides this explanation: What it includes: Estimated conversions include cross-device, many-per-click, and phone call conversions. If there isn’t enough data for an estimate, then this column will equal the Conv. (many-per-click) column.
Why use it: You can use this column to understand your return on investment and make better decisions about your bids and budgets.
So it looks like to me the most valuable conversion type would be the many-per-click. Seems to pick up all activity during a visit and counts if the customer returns to your web site from a Book Mark, Organic Search or Direct, as long as it is within the 30 day life span of the Adwords Cookie. If you are using Phone Call conversions then the total estimated conversions columns would be my choice.
Written By: Perry Pierce PPC Account Manager
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