Archive for the ‘Pay Per Click (PPC)’ Category
Truly great search is all about turning intentions into actions, lightning fast. In the early days of Google, users would type in a query, we’d return ten blue links, and they’d move on happily Today people want more than that. When searching for good local restaurants, people want places to eat right there on the results page, not another click or two clicks away. It’s the same with hotels, flight options, directions and shopping.
Google announced a new initiative to improve our shopping experience over time, so that shoppers (your customers) can easily research purchases, compare different products, their features and prices, and then connect directly with merchants to make their purchase.
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Recently, Google Adwords came up with 2 new features, very handy for advertisers:
1) Date Range Comparison
You can find the new feature in the Campaign Tab. This is very useful if you want to build a date range comparison chart, and is very easy and straightforward to use. There are few options: compare with previous period (a day, a month or a quarter before), the same period last year or you can even customize it. As before, when you were building charts, now you can compare performance, conversions and Google Analytics (bounce rate, page/visit and avg.visit duration).
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The Paid Search sector continues to evolve and mature. Since its introduction in the mid-90s the sector, chameleon-like, has presented itself in many different formats. Providers have bitten the dust since then; others have merged; some have simply rebranded. However, whilst the nature of what we do continuing to change apace, it’s important for us as digital marketers to grasp the new opportunities that present themselves. As the industry re-shapes; the opportunities and threats evolve.
However, not every industry consists of a $34b global market like Paid Search.
At SiteVisibility we see one of the biggest opportunities for both clients and agencies with the expansion of mobile. The future of this ever growing sector will enable Pay Per Click (PPC) to reach a new segment of an audience yet remain capable of delivering creatively designed strategies and campaigns for mobile users.
With the upcoming integration of Bing and Yahoo search engines, we also expect the potential growth of this channel to surge. Location targeting and re-targeting through paid search continues to boom as it becomes more relevant to the user. Read on
We were very happy to have our first Search Innovation Seminar in Birmingham on 17th May. We had great presentations on What Google Might do Next, Local Search and Performance Display, and Incorporating Social Media into your Marketing.
You can find the presentations below, and if you’ve got any questions, let us know in the comments or tweet @BrummieSEO!
What Will Google do Next?
In this presentation, we’re discussing what Google is trying to do, how they do it, and the reasons why they’ve made the recent changes like Penguin to their algorithm. Most importantly, Google seems to be demonstrating the importance of ethical linkbuilding.
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Recently, Google has been rolling out update after update for advert copy on the AdWords advertising platform. These changes include Ad Sitelinks (additional deep site links) , moving the display URLs under the title, allowing the first line of the description to follow the title. This of course is in addition to the recent introduction of Google +1.
I’m sure that like the rest of you, we have been updating our ads and utilising all these new updates to their full potential, but it wasn’t until recently that I spotted what I think Google have been trying to achieve.
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Looking for help with your keyword research strategy for PPC? Maybe we can help
Keyword research is the bedrock of any successful search engine optimisation strategy. And by “success” I refer to the tangible business gains that can be achieved through SEO, and not just simply search rankings.
Good research and analysis is required to help define a targeted set of key phrases that will drive high quality visitors onto your site. But if you’ve never implemented a search engine marketing campaign before, how do you know which relevant keywords are going to drive the right type of visitors on to your site? Read on
With SEO coming up to its 20th birthday, a lot has changed since the use of keywords in tiny white text on white backgrounds!
Now with Google’s latest “Orion” update, it looks like meta-descriptions may be following the same fate as meta keywords. Which begs the question of what would happen if Google decided meta titles were no longer a worthy ranking factor?
Well thankfully, your title tag is still one of the most important factors to optimise for. But if you’ve optimised your page content and you’re still not achieving the SEO results you were hoping for, what next?
Integrating your paid and organic search campaigns with your other marketing channels can dramatically increase website traffic and leads, whilst maximising ROI across the entire marketing mix. Especially when you embed integrated search deep within the marketing strategy.
What has THEME, KOALA & CAPER got to do with integrated search?
Since discovering the famous marketing acronyms AIDA (Attention, Interest, Desire, Action) and SOSTAC (Situational Analysis, Objectives, Strategy, Tactics, Actions, Control), I’ve been a big fan of handy ways to remember strategic marketing techniques.
So, since working at SiteVisibility I’ve been testing a number of models to help our clients increase website traffic and conversions, whilst reducing their PPC spend. I’ve developed these into 3 integrated search models made up 5 letter acronyms…
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In the English language, some words have more than one meaning, as you will see from the following pictures:
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If you are running a Pay-per-click campaign or are considering running one, we’ve put together a few tips to help you fine tune your campaigns.
You probably already know that Pay-Per-Click (PPC) involves:
<!–[if !supportLists]–>1. <!–[endif]–>Selecting sets of keywords
2. <!–[endif]–>Writing an ad that appears when someone searches for that keyword in one of the major search engines
3. <!–[endif]–>Selecting the amount you are willing to pay for someone to click on your ad and arrive at your website.
The benefits of PPC are that it can generate leads instantly (unlike SEO, which takes longer to have an impact), drive sales and create brand awareness, so we’ve put together 10 tips to help you improve your PPC campaigns. Read on
If you’re thinking about integrating SEO and PPC, what are the benefits of integration and how exactly do you go about it?
The benefits of integrated search
Reducing Adwords spend is usually the main driving force behind integrating pay per click and natural search engine marketing, but there are a great many other advantages to this particular mix:
• Attracting quality links to increase natural search engine positioning for your top keywords.
• Delivering search optimised content assets that promote your brand, either onsite or offsite.
• Driving higher volumes of relevant traffic from search engines, referrers and social media.
• Increasing goal conversions including subscriptions, brochure downloads and online sales.
photo credit: John Sexton
In short, integrated search marketing improves the effectiveness of your marketing spend, delivering a greater return on investment and enabling more creative, newsworthy content to be developed. It’s a kind of virtuous circle, the more effective your marketing mix, the more amplified your natural search positions, the better your ROI.
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