Archive for ‘Paid Search’

February 11th, 2014

Improve Your Paid Search Campaigns by Using This Handy Cheat Sheet

Image of computer

Paid search is one of the best ways for businesses of any size to generate leads. If you use Google, Bing or Yahoo effectively, then you can drive prospects to your landing pages and convert them to leads.

Our friends at Search Engine Land have come up with a terrific Paid Search Cheat Sheet that provides plenty of great tips to help you improve your campaigns. Here are just some of the tips they mention in the infographic below:

  • Segmentation: Try segmenting your results by device (e.g., mobile vs. desktop) to see if your results are better on any given platform. If so, put more money into the better performing device.
  • Click Through Rates: CTRs vary by industry, so you’ll want to compare your results to industry benchmarks. More importantly, you’ll want to compare your own year-over-year results to see if you’re getting better over time.
  • Below 1st Page Bid: Avoid having keywords that are below 1st page bid as they won’t always show.

Those are just some of the tips outlined below. For complete information, keep on scrolling.

Image of Keyword Cheat Sheet

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Click here

Print Friendly

Archive for ‘Paid Search’

January 10th, 2013

How to Use Google to Grow Your Small- to Mid-Sized Business

google_logo_3600x1500

Are you interested in using Google to drive more visitors to your business? If so, then you’ll enjoy our new episode of On Air with Jamie Turner where we interview Michelle Scruggs from Google and discuss ways small- to mid-sized businesses can use Google to grow their sales and revenues.

Michelle covered a lot of ground in her interview, including some of these tips and techniques:

  • Understanding Paid vs. Organic: One of the great things about Google is that you can use organic search to build visibility for your business for free. The more helpful and engaging your website, the higher it shows up in the rankings, so it’s a good idea to keep the content fresh and interesting. Alternatively, you might be interested in using paid search to drive traffic to your site. Paid search doesn’t always require a huge investment, which makes it perfect for businesses that have to watch every penny.
  • Getting Started in Mobile: What’s the best way to get started in mobile? Michelle recommends visiting TheMobilePlaybook.com, a website created by Google to help businesses like yours get started in mobile. As with all things Google, the site is clean, easy-to-navigate and packed with useful tips and tools.
  • Local Extensions: Have you ever conducted a search from your smartphone and noticed the small “Directions” and “Call” links at the bottom of the search listings? Those are called Local Extensions and Michelle talks about how to use those to drive traffic to your business in the interview below.
  • No Minimums: One of the best things about Google is that it doesn’t require a huge budget to run a Google Adwords campaign. In fact, there are no minimums, so if you just want to spend $5 or $10 a day, that works out fine.
  • Google Places and Google Offers: Michelle talks about Google Places and Google Offers in her interview, both of which are insanely easy to use and implement. If you’re a small, local business, you can use both these tools to drive more customers to your organization. Best of all, it doesn’t require a huge budget to get started.

We’ll be doing more episodes of On Air with Jamie Turner (which can also be seen on our YouTube channel), so stay tuned. For now, enjoy the segment below with Michelle Scruggs from Google.

Special thanks to ARKE+threesquared marketing communications for graciously providing the video production on this episode of On Air with Jamie Turner.

 

Jamie Turner is the Founder of the 60 Second Marketer and co-author of “How to Make Money with Social Media” and “Go Mobile.He is also a popular marketing speaker at events, trade shows and corporations around the globe.

Print Friendly

Archive for ‘Paid Search’

July 11th, 2011

The Five Most Common Paid Search Mistakes

Whether or not your brand or product already has a presence online, you are missing out if you are not using paid search as a marketing channel. Recent research has shown that 40% of all people on the internet querying a search engine will click on a paid search link first, and that number is increasing.

Paid search allows for unprecedented targeting and tracking, letting you control expenditures down to minute details. You can run a paid search campaign with $20 or $200,000, and the $20 campaign is not necessarily at a disadvantage. It can earn the same ROI.

Ready to jump in? Just look before you leap.

Here are five of the most common paid search mistakes that you want to avoid when starting your campaign.

#1 Ego Bidding – This mistake usually results from emotional attachment to a certain keyword or campaign on the part of the bidder. For example, the bidder decides that his/her phrase must rank number one on a particular engine. In most cases, the bidder simply wants the satisfaction of running a search and seeing his/her keyword in a top position. Sometimes, they want to rank a phrase using internal language, which is irrelevant to most searchers. This mistake can easily result in inefficient spending of the budget, and can often deplete your daily budget before dinner…or even lunch.

#2 Too many keywords per ad – This mistake is common to people fairly new to paid search; it’s easy to fall into but easy to get out of as well. Adding too many keywords to one ad group often leaves you with irrelevant keywords generating impressions for the ad.  First, these non-targeted impressions will decrease your quality score because your click-through rate will likely decrease. Second, these irrelevant keywords will cost you extra money.

#3 Focusing on budget instead of ROI – Paid search campaigns are not like other marketing mediums, so viewing them as another line item in your budget is a mistake.  The trackability and accountability that paid search offers allow it to run more efficiently than other types of marketing. Focusing on what you are spending instead of what you are getting in return leads to inefficient bidding and a campaign that does not maximize the benefits that paid search offers. Instead, manage paid search on a day-to-day basis, adjusting your bids and keywords in order to capitalize on the return on your investment.

#4 Not learning from your competitors’ strategy – Some paid search programs and software offer the ability to track what your competitors are doing online; what keywords, where they bid, when they bid, etc. Especially if you are going up against larger, more established brands with larger paid search budgets, you must learn from their strategies so that you are not two steps behind. With this approach, you should be able to circumvent a lot of the guesswork and gain on your competitors with efficient bidding, even on a small budget.

#5 Forgetting to think negatively – A common mistake in the campaign planning process is not thoroughly researching negative keywords. Positive keywords will drive traffic to your site, but negative keywords will filter out the traffic that you don’t want. For example, if you are selling Nike sneakers, and you are bidding on the general phrase “sneakers,” you would want to negative keyword “Reebok” or any other brands competing with Nike. This negative keyword will ensure that anyone searching “Reebok sneakers” is not directed to your ad simply because they typed in sneakers.

Have we missed any paid search mistakes you’d like to add to the list? If so, let us know in the comments section below.

Print Friendly

Archive for ‘Paid Search’

May 3rd, 2011

New Research Reveals 5 Ways to Improve Your Conversion Rates

We all know that testing your email headlines, website layouts and creative concepts is the best way to improve the results of your marketing campaigns. But we also know that A/B split testing can be a pain. So, we took a look at the Which Test Won? website and found new research that reveals 5 ways you can improve the conversion rates on your campaigns.

Here they are:

  1. Add a Video: The infamous music downloading company, Napster, tested 2 landing pages, one that featured a “What You Get With Your Subscription” video and one without. The page featuring the video got 18.5% more free trials and paid subscriptions.
  2. Testing into Success

    Grow your conversion rates with these simple tweaks.

    Use a British Accent: Now that we’ve established you should have a video, you should take into account the test done by Eyevision, a video marketing company which found that using a British accent voiceover on a video on the homepage resulted in a 6% lift in free downloads.  Interestingly though, in the UK an American accent upped downloads 8%.

  3. Use Fewer Words in Headlines: A test done for World Class Driving confirms that when it comes to Pay-Per-Click headlines, less is more. By cutting the verbage down from the explanatory title “Drive 5 Supercars. The US Supercar Tour” to “Life is Short. Drive Fast” they increased conversions 34%!
  4. Include A FAQ Box in Checkout: Van der Valk Hotels & Restaurants wanted to increase the conversion rate amongst customers who visited their reservations page. The hotel group surmised that one of the reasons people would abandon the site at an advanced point in the process was due to incomplete information and unanswered questions. So they looked at the questions that were received most by their customer service lines and put the answers up to the right of the reservations page in a FAQ box. The results were a 9.2% higher conversion rate for the page that featured the FAQs.
  5. Use People-Focused Language: In a test done for Hubspot in which they were hoping to increase free trials, the company tested a page which asked the visitor what their goals were: “Use Web to Grow My Business” or “Deliver More Quality Leads for Less” against a page where they asked who the visitor was: “I’m a Business Owner” or “I’m a Marketer.” The page that focused on the visitor’s role, as opposed to their goal, won out and increased free trials 49.1% for the site.

Though the results of these tests cannot be universally applied to all businesses, the outcomes can provide insights into the way consumers think when presented with marketing materials. And if nothing else, taking the quizzes on which version won is a good (and slightly nerdy) way to kill an afternoon.

Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.

Print Friendly

Archive for ‘Paid Search’

April 25th, 2011

What the Changing Landscape of Search Means for You

Google.  It’s a search engine. It’s an operating system. It’s a verb. It’s a noun. It’s everywhere. And when people consider search engine optimization and paid search, often Google is the only site that comes to mind. However, according to Experian’s Benchmark and Trend Report, even though Google is still the dominant force in search, people have begun changing the way they look for information in 2 ways that will affect marketers in the next few years.

What the Changing Lanscape of Search Means for You

According to Experian, 2010 was the first year that Facebook beat Google in traffic.

First, Google has been steadily losing share to both Bing and Yahoo for 2 years now. Even though Google still is still the biggest player, with an overwhelming  68% of the market, Bing and Yahoo have enough pull in the search engine market to make their platforms  an important consideration when running paid search and SEO programs.

Though the search engines do not disclose how they rank sites, it is apparent that each uses a slightly different method which causes rankings to vary across platforms. It is important to make sure that your site ranks highly for your selected keywords on all three sites and adjust your SEO efforts appropriately if it does not. Similarly, it may be worth looking at running your paid search campaigns across all platforms to ensure the greatest reach possible.

However, more important than shifting share within the search engine market, is the trend away from search engines as a whole. Instead of visiting Google to find information about the brands they’re interested in and to compare products, 17% of adults are going to social media sites such as Facebook to find this information.

There are several possible reasons for this. First, may be because many people are already going to Facebook to network, interact with their friends, and share their opinions and would rather stay within the site instead of navigating away to a brand’s website. Second, social sites frequently have comments and recommendations from other users, which, according to eConsultancy, 82% of people take into account before making a purchase.

Regardless of the reason, there are implications when you are setting up your Facebook page. While you should always use social media sites as an engagement tool and to foster community, you also should have the important information about your company and products easily accessible to users.

Make sure that your brand page is easily searchable and identifiable within Facebook by filling out as much information about your company as possible. Also, use the “about” section as well as custom tabs to feature products and promotions and always prominently feature links back to your website so consumers wanting more information can navigate there easily.

Google is one of the most successful companies in the marketplace today, and they are no doubt going to continue to dominate the digital space for years to come. However, it is important to realize how people are diversifying the way that they search for information about your industry, company and products. With the sources of information on the internet continuing to grow it is important to project a consistent and highly visible brand image across all of the platforms that people use to find out about your company.

Posted by Nicole Hall, Account Manager with Mobilize Worldwide. Mobilize Worldwide develops mobile apps, mobile ad campaigns, mobile websites and just about anything else related to mobile marketing for brands interested in growing their sales and revenue using this new and emerging medium.

Print Friendly