8 Ways You’re Wasting Money on SEO Without Knowing It

My Post - 2019-04-18T161423.699SEO requires an investment of time – and usually monetary resources – to achieve results over time.

Because SEO is a longer-term investment than other digital marketing channels, it can have hidden challenges, issues, and costs.

These issues can impact performance and push the opportunity to break even and become profitable on the investment further into the future.

Unfortunately, many companies and organizations have been burned. The rime and resources invested in SEO were wasted due to specific aspects of the process, people involved, or business challenges that derail even the best-intended campaigns.

Here are eight specific ways you can waste money on SEO without even knowing it. Being aware of each and taking action can help increase your chances of success.

1. Not Defining Goals up Front

Without clear goals, a lot of money can be wasted focusing on and chasing the wrong performance metrics.

I hate it when I hear about SEO professionals talking about one set of metrics and business executives or owners talking about a different one.

It can all sound good up front. But relationships go sideways when things are left open-ended or assumed.

Make sure every stakeholder understands how “performance” is defined whenever money is being invested. – Read more

10 Amazing Ways to Harness the Power of PPC Remarketing Campaigns

My Post - 2019-04-18T160632.081.jpgRemarketing is one of the strongest conversion tactics in digital marketing today.

By using artificial intelligence technology, search engines such as Google and Bing allow companies to serve display advertising or standard text ads to previous visitors of their websites.

This form of digital advertising is in a way personalized to each user and is more targeted than even a display ad that targets certain search terms.

The key word in digital remarketing advertising is relevance.

Ads for a company’s products are extremely relevant to a person who has visited that company’s website or browsed that company’s products in the past.

Remarketing is more akin to an ad-filtering program that people may use when they browse the web. It serves the user ads that are relevant to him or her based on his or her past browsing habits.

PPC remarketing is a way to re-engage potential customers who have already demonstrated an interest in a company or product.

It helps you remind these customers of the product, and to entice them to follow through and make the purchase they didn’t make the first time they visited your site.

By using the most advanced forms of digital analytics, remarketing can help companies target customers who, for example, added a product to the online shopping cart but never ended up going through with the purchase.

While digital remarketing generally won’t result in the same click-through rates as standard pay-per-click campaigns, it is a way to reinforce your brand to potential customers who have already expressed an interest in your company.

And since users spend a majority of their time online away from search engines, it’s important to take advantage of Google and Bing’s powerful display ad network that serve ads on sites across the web.

Both Google and Bing offer a plethora of options when it comes to digital remarketing. Here are 10 types of remarketing you can do on their networks. – Read more

Why You Must Stop Obsessing About These 5 Things in SEO

My Post - 2019-04-16T151507.326As SEO professionals, we tend to obsess over every detail.

Really, though, not everything in SEO is worth our full time and attention.

What follows is a list of trends that many in SEO believe are overrated or misused.

Before writing this, I reached out to the wonderful SEO community on Twitter to help contribute to this list of things you must stop obsessing over. Thank you to Search Engine Journal for extending my reach to get submissions.

At the end of my list, I’ve included a few submissions that I believe still hold value and are not overrated.

Most of the entries on this list are debatable, so if you have any strong opinions or data to counter these points, please leave a comment below!

1. Voice Search

Surprise, surprise! I’m pretty sure 99% of you expected this to be on this list. Figured we could get it out of the way early.

First, we need to understand that there’s a fundamental difference between voice search and voice assistance. Most studies that declare that voice search is on the rise are using examples that are voice assistance.

  • Voice Assistance: “What time is it? What’s the weather? Set a reminder!”
  • Voice Search: “Find breakfast spots that are open now. Best barber near me.”

Why Is Voice Search Overrated?

Voice search is often overhyped as the future of technology and is often predicted to be the primary way that users will interact with businesses.

When SEO professionals talk about voice optimization, they’re mostly referring to getting their sites to answer frequently asked questions.

While that’s fine and dandy, think about what kind of benefit this brings to your site? How is your voice strategy going to generate revenue for your site? – Read more

Gathering insights in Google Analytics can be as easy as A-B-C

My Post - 2019-04-16T142555.977.jpgToday’s customers are deeply curious, searching high and low for information about a product before making a purchase.

And this curiosity applies to purchases big and small—just consider the fact that mobile searches for “best earbuds” have grown by over 130 percent over the last two years. (Google Data, US, Oct 2015 – Sep 2016 vs. Oct 2017 – Sep 2018. ) To keep up with this curious customer, marketers are putting insights at the center of the strategy so that they can understand customers’ intentions and deliver a helpful, timely experience.

In our new guide about linking Google Analytics and Google Ads, we explore the broad range of reports available in Analytics. These reports give you crucial insights about the customer journey that can then be used to inform your campaigns in Google Ads. Here’s what you should know about the A-B-Cs of reporting.

Acquisition reports

How did your customers end up on your site in the first place? Acquisition reports answer this question, offering insights about how effectively your ads drive users to your site, which keywords and search queries are bringing new users to your site, and much more. This video gives you a quick overview of how Acquisition reports work.  – Read more

A Complete Guide to PPC Ad Formats

My Post - 2019-04-12T153822.490.jpgPPC ads come in many shapes and sizes.

They also change frequently, which means it’s nearly impossible to provide a truly comprehensive guide for every ad format available.

What follows is an overview of the major PPC ad formats that are available across Google Ads. Most of the basic text and shopping formats are also available across Bing Ads.

On the SERP

Text Ads

Ah, the bread and butter of PPC! Our dear text ads – with two headlines and one 90-character description.

Google and Bing both did away with the old version of standard text ads recently, and now we’re seeing larger text ads with a more varied alignment of extensions than we’d seen in years past.

Ads usually fire with the two headlines side by side, with a description line and ad extensions below.

Sometimes ads will serve with a third “headline,” most often comprised of the URL itself. The URL in the headline can read a bit weird, so you have the option to disable if you wish.

However, we know how Google loves to experiment: we’re starting to see ads smoosh together with ads to form one mega-ad. Sometimes the combinations are coherent, sometimes not, but it’s the new normal and something advertisers will have to get used to!

Responsive Text Ads (public beta)

These aren’t so much a variation on text ads, but more an automated method of powering them.

Aesthetically, they share the same appearance as “normal” text ads – there’ve been rumors that the ads are capable of showing three headlines; while possible, it’s highly unlikely to happen more than a fraction of the time.

Advertisers upload a variety of headlines and description lines, and Google will shuffle them based on best-expected performance.

It’s recommended to include at least three headline variations and two description variations, but you’re able to include up to 15 headlines and four descriptions.

Make sure the variables you use will make sense no matter the order they serve in. – Read more

A Beginner’s Guide to Shopping Ads

My Post - 2019-04-11T144601.280.jpgIf you work in ecommerce paid search, then having a working knowledge of Shopping Ads is essential for keeping up with the competition.

This chapter is for the purpose of giving you that working knowledge, and we’re going to do that by focusing on these three components to Shopping Ads:

  • Feed Setup & Management
  • Campaign Setup
  • Ongoing Optimizations

Feed Setup & Management

Because Shopping Ads are automated based on data you send to the engines, shopping feeds are crucial to success in Shopping Ads.

For feeds to work as needed, you need to send the feed with a feed provider (or do it yourself) to Google/Bing Merchant Center, after which you need to link those to the engines so you can actually advertise them.

What are you actually doing in Google Merchant Center?

You are sending your product data to make a feed according to specifications (make sure you get required fields completed, and add as many recommended fields as possible): – Read more

Everything You Need to Know About Ad Extensions

My Post - 2019-04-11T143723.342.jpgAd extensions are an important part of optimizing your paid search ads.

They can help you gain a competitive edge, improve performance, and increase CTR.

Ad extensions also factor into ad rank.

Some of these extensions are manual, meaning you have to set them up yourself.

Others are automatic, meaning they’re automatically applied when certain conditions are met.

And some extensions can be both.

Manual Extensions

Many manual extensions are available to you. But this doesn’t mean you have to use them all.

Instead, take a step back and develop a comprehensive messaging strategy for ads and extensions.

Sitelinks

Sitelinks take people to specific pages on your site.

Sitelinks show in a variety of ways depending on device, ad position and other factors.

You can add sitelinks at the account, campaign, or ad group level.

You can specify the link text (the text that displays in the ad) and URLs (the pages they click to).

Sitelinks can either be manual or automatic.

Sitelinks can either be manual or automatic

When to Use

Sitelinks are relevant to most accounts.

Tips:

  • You can include sitelinks to your business’s LinkedIn, Twitter, Facebook and YouTube pages.
  • Each sitelink within a campaign or ad group must land on a unique URL.
  • Relevancy and good Quality Scores help sitelinks impression more often.
  • You can make sitelinks specific to mobile by ticking off the device preference box when building the sitelink.

Callouts

Callout ad extensions let you include additional text to highlight specific information about your business’s products and services.

Callouts will show in a variety of ways depending on device and other factors.

You can add callouts at the account, campaign, or ad group level.

You choose where to add them, create the callout text, and schedule when you’d like them to appear. – Read more

Learning Google Adwords Basics In 7 Steps

My Post - 2019-04-11T142333.830.jpg

Marketers usually grumble when they are unable to track and measure campaigns and the results associated.

But with Google Adwords, measuring every single aspect of the marketing campaign is possible. It is a paid service to spread the word about your business on search engines.

Not sure how to use Google AdWords for your online business? Here is a step by step Google Adwords guide for beginners.

Set up Account

Setting up a Google AdWords account is easy. As a visitor, you will be provided with the instructions on the web page to make it easy for you to proceed.

Make a list of clear goals that you wish to achieve by using this service. Then plan how you can achieve this.

Once the account is set up, you will be asked to fill in various factors like the budget, locations, network and keywords. This is the starting point for you to start thinking about the ads you want to run. – Read more

Use Google Analytics to Optimize Advertising Spend

My Post - 2019-04-09T111511.102.jpgWhen you think of Google Analytics, what do you think of?

You might think of website metrics, like visits and users. You might think of website usability – bounce rates and time on site. You might even think of goal tracking – transactions and revenue.

Google Analytics does all of that, and more. Which is why it is such a great tool for marketers at companies large and small.

However, most marketers don’t think of Google Analytics as a tool to help you optimize your advertising spend. But it can do that too.

How to Optimize Your Ad Spend with Google Analytics

First, did you know that you can import cost data into your Google Analytics account? You can link your Google Ads account so that all of that data gets pulled in automatically, and then use this article to learn how to add all your other ad spend.

Once you have cost data included in Google Analytics, you can use various ‘Acquisition’ reports to dig into the performance of all your advertising channels. From paid social campaigns like Facebook and Instagram ads, to search ads on Google and Bing, to email marketing and display – you can learn more about how visitors behave on your site when they come through one of these paid channels.

You can see the number of sessions, and calculate the cost for every new visitor to your site. You can see where they go on your site, and how long they stick around. And you can see transactions, including conversion rate, revenue, and cost per transaction. In that way, you can even calculate your return on ad spend (ROAS) for each campaign – that is, how much money is this campaign delivering in revenue for every dollar you spend in advertising.

At this point, you will have a better idea which channels are working and which are not. And you can optimize your budget to spend more in those that are working, and press pause on the campaigns that are not. –  Read more

How to Use an Adwords Campaign to Rock Online Sales

My Post - 2019-04-09T110037.809.jpgEcommerce can be a very lucrative choice of online business. To ensure you maximize your potential, here’s how to use an adwords campaign for your new store.

Did you know around $100 million spent on digital advertising don’t yield results?

This could be due to a number of reasons, like bots, and ineffective strategies. This highlights the importance of a good strategy so as not to waste time, money, and effort.

The same is true in Google AdWords; your success will depend on your strategy. Although it makes it easier to come up with an AdWords campaign strategy, the responsibility of making it work still lies on you.

If you want to know how, read on and learn how you can make Google AdWords work for you.

1. Target the Right Customer

Google AdWords marketing will help you reach your target customer, but you must know who that is. What age group is your customer in and what do they do for a living? If you’re selling shoes, which demographic group is more interested in them?

Upon finding the right persona, AdWords will then help you reach your ideal customer. You can do this by targeting certain locations and bidding on keywords.

2. Research Keywords

This brings us to researching keywords, which is always a must for content marketing. With AdWords, though, you’ll need to do some additional steps, as you’ll need several groups of keywords.

For example, you’ll need a group of keywords for men’s shoes, then a different one for women’s shoes. You’ll need one for every category in your online store, and all these keywords should be specific to the category.

In choosing keywords, the persona of your customer will matter as you’ll then need to know what phrases they use when searching. You need to know their intent, as well; are they the type to go to the gym? In our example, you might want to bid on keywords like “training shoes for gym.”

This expresses intent, which means they’re more likely to convert upon visiting your site. The good thing about it is that it’s more focused, hence they may not be as expensive as general terms. – Read more