Archive for the ‘Pay Per Click (PPC)’ Category
Recently, on the SiteVisibility Podcast, I talked about some social updates on our Podcast related to re-targeting of email addresses and lists through the Twitter Ads Platform.
A comment came in from @AlanFergs regarding how to actually carry this out, so we thought it would be a great idea to write a blog post to help answer this question.
So, let’s start from the beginning…
What is Tailored Audiences?
Twitter allows account owners to target users via what they call “Tailored Audiences”. In layman’s terms this means via email, Twitter ID or Website Visitor. Ultimately user targeting on Twitter has now reached a new level and is allowing accounts to join in with the conversation and amplify their messaging further using various new forms of targeting.
If you use Facebook Advertising to promote your business then you may already know about the recent update to the structural setup of your campaigns.
Previously the Facebook Advertising setup allowed advertisers to create campaigns with just advertisements associated, making analysis across multiple placements slightly confusing if you have lots of adverts to measure.
Facebook’s new update makes the tool more granular and with the new structural setup in place advertisers can now create “Ad Sets” within each campaign and associate adverts to each Ad Set which comes in very useful when gathering insights for each campaign and ultimately helps businesses to understand what is working best for their business.
With the new setup in place Advertisers can easily test Ad Sets and understand which placements are engaging the most. Optimisation of ad copy and targeting can then be carried out with quicker with data driven statistics.
FIVE top tips for New Businesses using Facebook Advertising
- Think about what interests the end user and create compelling content that encourages engagement and achieves an end business goal
- Make the most of the targeting available and optimise regularly to drive more engagement on your ads
- Separate your Ad Sets into groups of placements such as News Feed and Right Column. This will help you to measure the results more effectively and get more out of your budget (See Image Above)
- Test bright vibrant images to capture the attention of the end user and increase engagement
- Try using questions in the header of your Ad in order to increase engagement. Some studies show that click through rates appear to be higher on Facebook Ads when a question is asked
Many advertisers will understand that it’s often a lot easier to ‘show’ rather than ‘tell’ when promoting a business. With that said, Google is now currently running a Beta version of image extensions which will allow your search ads to be much more visual. This means your products get to standout which is so important these days especially when you consider how crowded the marketplace can be.
Google AdWords recently introduced another new feature to encourage advertisers to convert their campaigns to enhanced ones. Google now allows advertisers to add specific text that will display for their sitelink descriptions within their ads.
Paid search ads will look much more similar to organic search results. The sitelinks will still serve as shortcuts to the most important pages of your site; helping prospective visitors find more easily the information they need and navigate your site in a timely manner.
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.
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).
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.
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.
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