Increase Your Rank

   

3 Powerful Strategies for Ecommerce PPC

Here at Increase Your Rank, we typically write about organic SEO and related strategies. However in the context of Pay Per Click (PPC) advertising, there are ways you can increase the rank of your paid ads without having to spend more money.

Strategies for Ecommerce PPC

Improving the cost-effectiveness of your PPC ads centers on quality score. In this blog post, we are going to share with you 5 powerful strategies for ecommerce PPC - several of which can help bump up your quality scores and minimize the expenditure of ad spend. So let's dive right in.

Split-Testing

Ad copy is an often overlooked aspect to optimizing a Pay Per Click campaign. The copy in your ads can influence not only quality score, but also how search engine users respond to your ads. It is thus important that you split-test several ad variations per ad group.

When you include the keywords in which you are bidding on in the copy of your ads, the relevancy factor helps to increase the quality score. Because of this, it's wise to use all or some of the keyword in the copy. Ecommerce PPC campaigns can have tons of ad groups with hundreds of ads, so sometimes testing more systematic PPC strategies is ideal.

One approach is using Dynamic Keyword Insertion. Using this strategy will help improve the keyword relevancy of you PPC ads by having the headline of your ads to replicate what the users searches. When using dynamic keyword insertion, you include a unique string in the headline like so:

Ad Headline = {KeyWord:Hair Loss Treatment}

The headline of the ad will be whatever the search engine user submits in Google. If a user's search query is more than 25 characters long (exceeding the headline character limit,) the alternative phrase "Hair Loss Treatment" will be displayed.

This ecommerce PPC strategy is effective in improving both CTR (click-through rates) as well as quality score. It will help to ensure that your ad is very targeted and relevant to whatever users are searching. You'll just want to be careful using this strategy if all of you competitors are using it too. This can be quite common for competitive, ecommerce/product-related keywords. Use dynamic keyword insertion wisely and avoid blending in with the ad clutter.

Try running 2-5 ad variations, depending on how many impressions a certain ad group is receiving. If you ads are getting a lot of exposure in little time, it makes more sense to split-test 3-4 ads, as opposed to just 2. Here you can try number of awesome strategies in you copy.

One cool approach is partial use of dynamic keyword insertion. For instance, we might write the headline to appear like:

Ad Headline = Premium Leather {KeyWord:Jackets}

So if someone searched "leather coats" or "leather jacket," our ad would display the headline "Premium Leather Coats" or "Premium Leather Jacket."

Ad Extensions

Another powerful and cost-effective technique to improve the CTR of your ads is using ad extensions in Google AdWords. Ad extensions are tools that you can use to enhance the presentation of your ads, and there are many of them.

 

One of the most effective ad extensions is Site Links (shown in the image.) Here you can include links in your ad that direct users to specified inside pages of your website. Not only does this help facilitate conversions and overall usability, but using the Site Links ad extension can help make your ads more prominent and outstanding in the search results. This can be very effective for competitive keywords in an ecommerce context.

Another great ad extension for ecommerce PPC is product extensions. This will display an image for the specific product being advertised, which can really make your ads stand out from the clutter. For product-specific ads, testing the product extensions feature in Google AdWords is an effective strategy.

Keyword Bidding

Another technique to make your ecommerce PPC efforts more efficient is applying keyword bidding strategies like modified broad match. Unlike broad, "phrase," or [exact] keyword matching, modified broad match uses a "+" symbol in front of any keyword that must be included in the user's search query for your ad to appear.

For instance, if we bid on the keyword phrase +kids +organic +clothing, those three words must appear in the users search query for our ad to show up. (So "organic cotton clothing for kids" would trigger the ad, however "childrens organic clothes" would not.) This strategy can help ensure that you ads are being shown when users search long-tail keyword phrases with greater detail.

Another benefit of using modified broad match bidding is that the cost per click (CPC) for some keywords is significantly lower. You can try using creative bidding strategies like kids +organic +clothing. By leaving "kids" as a broad match, your ad can display for searches like "childrens organic clothing" because "childrens" and "kids" are related, with respect to Google's broad matching standards.

Summary

Ecommerce PPC advertising can be a complex endeavor, depending on the size and nature of the online store. Developing effective strategies for ecommerce PPC is essential to thrive amongst the competition. We suggest you employ these three strategies and start realizing greater PPC ROI.

continue...

Hints To Using the Google Display Network (GDN)

Many online advertisers overlook the Google Display Network (GDN) in their Pay Per Click advertising campaigns. The reason for this is because:

* display advertising takes unique perspective and overall strategy

* understanding how to effective advertise using the GDN requires learning and experience

* marketers are intimidated by the display network from a budget standpoint

Google Display Network GDN AdvertisingWhen used correctly, display advertising via the GDN can be a momentous game-changer for your PPC efforts. And because its less popular than paid search advertising, there are more opportunities to capture market share and beat out your competitors.

In this post, we are going share some hints to using the GDN and how make your display advertising campaign more profitable.

The 5 Targeting Types

There five primary forms of display ad targeting when using the Google Display Network. Some of targeting methods work better than others. We go into detail about each below.

Keyword Targeting

After choosing keyword targets for a display ad group, your ad will be shown on related webpages that have those keywords in the copy of the page. This one of the least effective techniques, for it offers little control over your ad placements. Hint: The fewer keywords in a display network set or ad group, the better. Also, use negative keywords very carefully and sparingly

Placement Targeting

Here you can select the type of sites as well as specific webpages you want your display ads to appear. Placement targeting gives you more control over where you want your ads to appear. Hint: Regardless of how attractive some of the suggested placements are based on high traffic volumes (e.g. Mapquest.com,) never run your display ads on these sites. These sites are too broad, however Google will suggest these placements for all types of categories.

Topic Targeting

As a great alternative to keyword targeting, PPC display advertising via topic targeting is simply based on various categories. Here you select from a hierarchy of various topics in which sites are grouped in. Hint: Pinpoint the most focal or niche topics to start and delve into broader topics to expand your reach.

Interest Targeting

Perhaps one of the most powerful methods is using interest targeting. Based on all of the information that Google extracts from it users (via Google+, Gmail, etc) you can display your PPC ads according to certain interests. This offers a high degree relevancy when advertising your target markets. Hint: Try using an emotional approach with your ads when using interest targeting. Craft ad copy and visual elements that really stand out on the page.

Remarketing (Re-targeting)

Remarketing is practice of serving an ad to someone who has already visited your website. Although this requires a bit more effort and strategic execution, it can be highly effective for ecommerce PPC and other situations where a 'follow-up ad' might be appropriate. Hint: Remarketing using the GDN can be intrusive if overused. Be sure to schedule your ad frequency to display at appropriate consistencies. Many display advertisers will agree that interest targeting and remarketing provide the highest CTR rates and overall success. We suggest evaluating your overall Pay Per Click advertising strategy, along with your target market, and plan a cohesive approach that offers the best results.

There's a lot that goes into display advertising using the GDN. What types of challenges do you commonly face? Let us know in the comments below.

continue...

Tips for Using Ad Extensions to Maximize Your Web Presence

Google AdwordsHave you ever noticed those PPC ads that really standout in the SERPs? You know, the ads that are taking up precious real estate with additional links or business contact information?

Those are known as Ad Extensions, and they are effective tools that you can leverage for your Google AdWords campaigns that allow paid search (PPC) advertisers to improve the overall appearance and click-through rates of their ads.

Ad Extensions are simple enhancements that can improve the overall appearance and click-through rates of their ads. In addition to promoting greater visibility of your PPC ads, certain Ad Extensions can aid your campaign's conversion funnels by steering users to more specific landing pages.

There are four main AdWords Ad Extensions that you can easily implement in your PPC campaigns. This include:

* Sitelinks Extensions

* Social Extensions

* Location Extensions

* Call Extensions

It's crucial to know before implementing Ad Extensions is that they influence an entire campaign, not just an ad group. This is very important to take into consideration, because campaigns often times have many unrelated ad groups, making the Ad Extension irrelevant to certain ads.

To start on activating Ad Extensions, open up the target campaign in the Google AdWords interface. Next, open the tab that says "Ad extensions." Under the "view" drop-down option, you can choose to activate any of the latter mentioned Ad Extensions.

Sitelinks Extensions

Sitelinks extensions provide a number of opportunities for web presence management and optimizing the PPC ad exposure in the search results. By using the Sitelinks extension, PPC advertising can add customized links to be included within the ad. This can not only take up more real estate in the SERPs, but sitelink ad extensions can direct users to a certain landing page.

Social Extensions

Social extensions are growing in importance and effectiveness, as they are tied to a brand's Google Plus page. An ad with social extensions activated will simply display how many individuals have "+1'd" their Google Plus page. Similar to the other types of AdWords ad extensions, social extensions will help make the ad stand-out in the SERPS while making the business or brand appear more trusted and credible from a user perspective.

Location Extensions

Location extensions work the best for locally-focused PPC campaigns. Location extensions will always include an address of the business being advertised directly below the ad's copy. If the advertiser bids high enough so that the ad appears in the top listings in the Google search results, the address information will be displayed in the form of a link in which users can click to expand the address information. This will display a detailed map of the business's location.

Call Extensions

For mobile-targeted paid search campaigns, call extensions are a great tool to facilitate easy points of contacts for immediate conversions. Call extensions will include a phone number in the form of the link, allowing Google users to directly place a call by clicking the link.

If you're doing any sort of PPC optimization for a client, one of the first things you should consider is implementing some solid Ad Extensions that relevant to the client and its target market. For any advertiser, these tools can be momentous is driving better click-through rates and more conversions (for no extra charge!)

continue...

The Fundamentals of Facebook Advertising

Facebook AdvertisingFacebook has become a household term. However you don't need statistics from an expert research company to understand its popularity. Simply ask your friends, colleagues and customers if they own Facebook accounts. You will find that at least 90% of them do both young and old. If you want to ensure that your business develops therefore, you should ensure that you advertise it on Facebook.

To be able to make good use of Facebook advertising, it is important to understand the basics of advertising on this popular social networking website. There are two main ways you can advertise products or services on Facebook. They are marketplace and premium advertising.

Marketplace Advertising

This is the most popular type of advertising. It involves the use of an advertisement that is posted on the website. The ads are placed throughout the website and make appearances in specific areas that you are targeting e.g. pages that are frequently visited by people with interests that are related to your business. These advertisements work in a similar way as advertisements that are set up on search engines and popular email providers. You will notice marketplace advertisements as small ads that appear on the sides of the web pages.

Marketplace advertisements can be set up as pay per click (PPC) advertisements or as per thousand impressions depending on your goals and what you can afford for your advertising campaign. You will also have the option of determining how long any campaign runs.

Keeping track of the success of these PPC campaigns is easy through the analytics provided by Facebook. The website also offers the opportunity for split-testing campaigns that will allow you to test a campaign and determine just how effective it is.

Premium Advertising

Premium advertising is a form of advertising that was introduced more recently on the website. This type of advertising allows you to share information about your brand and interact with customers. You will be able to post stories and other interesting information about your brand and share the information in the most influential/popular parts of Facebook. Your stories will even appear to people who are not fans or connected to your brand but are likely to have an interest in it. Brands that are using this method for advertising the products are currently enjoying a great deal of success for well prepared campaigns. You can get advice on how to develop an effective campaign on Facebook.

Cost of Advertising

The cost of advertising on Facebook is similar to that of advertising on a search engine. The cost is largely dependent on the popularity of the industry that you are trying to break ground in. The cost of advertising is usually incurred daily depending on the popularity of the industry.

You can control the amount of money spent on any marketing campaign by setting a spending limit when you apply for a specific advertising campaign. This means that your advertisements will be withdrawn once the daily limit is reached and returned the next day until the contract comes to a conclusion.

continue...

5 Masterful PPC Optimization Tips for Adwords Advertisers

PPC Optimization TipsAlthough we focus a lot about SEO and social media here on Increase Your Rank, there's always a place for Pay Per Click advertising to increase your brand's online exposure.

In order to get great results from PPC advertising, there are various strategies and PPC optimization tips used to give high performance while using a reasonable budget. Below we share with you five masterful PPC optimization tips to dial-in your AdWords account.

1. Utilize vital data in a search query report: This report gives a detailed list of all the impressions generated by your ads. Whenever you get your search query report, you should keenly go through it and find out what works for you and what does not yield any benefits.

For instance, you may realize in your report that there are a good number of keywords in your website that give the wrong impressions about your ad. This means that, you end up attracting the wrong audience and therefore the clicks do not amount to any sales. When doing PPC optimization, these are the kind of terms you should set as negative keywords. There are other terms, which you will realize have generated into clicks that do convert. Use these terms to add new keywords to your site and even include specific ad text to boost them.

2. Make sure your ads, landing pages and keywords are relevant to the searcher: It is always important to focus on relevant content in your PPC keywords, ads and landing pages. Will all this information address the needs of your searcher?

If you are willing to focus on the requirements of your target audience, then you should be ready to optimize your keywords, ads and landing pages using very relevant content. This is what will give you a high quality score. To attain a high quality score, you must maintain relevancy so that customers click through one page after the other. The higher your click through rate, the higher your quality score, which means you pay less money on PPC campaign.

3. Obtaining plenty of data for analysis: One of the things you should make sure you obtain when doing PPC optimization is sufficient data for analysis. You can use this data to analyze your conversions. You should know how much each conversion costs and the kind of value its bringing in. You can optimize your ads in a bid to increase the rate of conversion. Bear in mind that certain niche markets may have a small search volume so obtaining significant statistical data can be a great challenge.

4. Create many, highly specific ad groups: When it comes to PPC optimization, you should aim to split-up ad groups so that each group can focus on keywords that are very closely related. If you have a number of strong keywords then do not include all of them in one ad group. Form separate ad groups for each keyword and then include other keywords that are tightly related.

5. Focus on the main strategies that work for you: When you go to Google Analytics, you can keep close track of the changes that you made which increased organic traffic. It could have been a change of AdWords that led to spikes in organic traffic. However, you should find a good PPC campaign management solution to keep track of all these changes you make so that you can know their impact. Make use of the comments function within the adwords editor to summarize such changes.

Learn more PPC optimization tips by checking out this PPC optimization blog post by the Web Presence Group. They offer a wealth of insights for search marketers of all calibers.

continue...

Revamp Your Google AdWords Account with PPC Campaign Optimization

Google AdWords Account with PPC Campaign OptimizationWhether for a new or existing Google AdWords account, PPC campaign optimization services can provide an invaluable ROI for all types of marketers. It's important to trust honest experts who are highly experienced in Google AdWords PPC advertising, and are adept in improving the overall performance of your online marketing efforts.

As a result of PPC campaign optimization, your business can significantly improve keyword quality scores, lower cost per click, and greater overall efficiency in your PPC advertising account.

Most PPC specialists who are experienced in PPC campaign optimization leverage a number of specific methods and strategies. Some of these focus on:

  • Ad Presentation & Testing: As part of most PPC campaign optimization programs, the provider will integrate Google Ad Extensions (if not already used,) as well as write new ads with varying creatives of ad copy. All of these elements will be tested and refined on an ongoing basis.
  • Keyword Bidding: Any successful PPC campaign will hinge on using keyword bidding techniques. Often times, Google AdWords advertisers fail to use precise bidding strategies (like [exact match], "phrase match" and +modified +broad +match keyword bidding. Instead, broad match bidding is common and often the reason for poor performance.
  • Account Structure & Set-up: The manner in which the entire PPC account is structured is key to its advertising effectiveness. In short, highly segmented campaigns and ad groups that contain very tight, closely-related groupings of keywords is ideal. This is another common fault that demands PPC campaign optimization.
  • PPC Landing Page Optimization: Improving and testing PPC landing pages is a vital element convert visitors. This is highly regarded by most PPC campaign managers, and yet is often overlooked by common advertisers.

Investing in PPC campaign optimization services can help improve your Google AdWords expenditure in many respects. In addition to the key areas mentioned above, some company's that offer PPC campaign optimization services will progressively focus on keyword research, ad group expansion and refinement, creative split-testing (for ads, Ad Extensions, and landing pages) and even Remarketing.

We hope this short article has helped you realize the value and importance of PPC campaign optimization, and what you can expect from a solid expert in the paid search profession.

continue...

Google Ditches Side Column Ads: Search Marketing News

Among the biggest news that broke a few days ago was Google's adjustment to ditch side column ad placements in its search engine results. The change was initially just a speculation, but Google has now confirmed the change, and it's raising a lot of confusion and question, primarily to search marketers.Google Ditches Side Column Ads

Usually, Google ads are shown on all over a page, i.e., top, bottom and right-hand position depending with the query, which now means that after this move, Google ads will now be shown at the top and/or the bottom of the page.

No More Side Column Ads in Google Search

According to a Search Engine Land post, Google AdWords, the company’s online advertising service, will now be displaying four ads just above organic search result and three additional ads below the search results. However, there are two exceptions, i.e. the PLA (Product Listing Ads) and ads in the knowledge panel which will still be utilizing the right-hand space.

What does this Move mean to search marketers, businesses, and users?

For normal users, there will be no much difference considering that PLAs and Knowledge panels will be utilizing the right-hand space. But for search marketer and businesses, there is a lot of speculation on what this might mean, with a lot of postulating that the top paid search is now going to be more expensive and that organic listing will be pushed further off the first SERP.

This decision from Google is commercially driven, and it would be naive to have a different perspective of the move. Their decision comes as a result of continuous testing, and this move is a way of Google trying to provide more relevant results for users and better performance for advertisers, but the question is at what cost?

Impact on Pay-Per-Click (PPC) Advertising

If you base your PPC advertising strategy on the law of supply and demands, it means that there will be many advertisers competing for fewer positions which mean that the AdWords auction will be more competitive, so expects CPCs (cost per conversion) to go up. If you are brands that value PPC impressions, then this is high time to adapt.

We are more likely going to see increased click through rates as a result of fewer ads and fewer distractions from users, which means, reviewing closely the CTR for your website is now not an option.

Final Thought

Google move to Ditch Side Column Ad Placements means that there is a lot that needs to be done by advertisers. Some may choose to diversify their advertising programs across channels to maintain CPC levels. While this is a sensible action, more focus should also be placed on better advertising moving forward.

continue...

Recent Posts

  • Local Maps SEO: The Big Picture Behind Maps Optimization
    Local maps SEO has become a major marketing bo... read more
  • An Inside Look at Google's RankBrain Algorithm
    Have you heard about the latest in RankBrain?... read more
  • Google Ditches Side Column Ads: Search Marketing News
    Among the biggest news that broke a few days a... read more
  • The New Rules of Web Design & Development
    Today, there are new rules for building a succ... read more
  • SEO Company Carves Niche in Providing Internet Marketing for Surgeons
    As a medical professional in the plastic or co... read more

Blog Tags

SEO & Internet Marketing Resources

SEO for Cosmetic Surgeons

A variety of software, tools, blog articles, learning resources, and services for SEO.

SEO Moz

A variety of software, tools, blog articles, learning resources, and services for SEO.

SEO Book: Great SEO Resources

An extensive offering of cutting-edge SEO tools, tips, news, and more.

Google's Matt Cutts Blog

Learn Internet marketing and SEO tips and trade secrets from Google insider Matt Cutts.

Wolf Howl Digital Marketing Resources

Graywolfs SEO blog from industry professional Michael Gray

Warrior Forum & Blog

Join the conversations on the #1 Internet marketing forum on the Web.

Digital Marketing & Business Blog

See how some of the most successful companies do business.

SEO & Website Optimization Company

A trusted provider of organic SEO, Pay Per Click advertising, content marketing, link building, and other services pertaining to website optimization and Internet marketing.

Click Centric SEO Services for Ecommerce Site

Specialists in ecommerce SEO services, Internet marketing, email marketing, social media marketing, and more.

Ecommerce SEO Link Building

Read this great article about the best practices of link building for ecommerce SEO.

Top of Mind SEO Traverse City

Educational-based local SEO consulting in Traverse City, Michigan

Organizing Pages for Website Optimization

Very enlightening article on how to organize the pages of your site for the maximum SEO impact.

CaptivateSEO.com

A nationall-recognized SEO company based in Atlanta that provides full-service digital marketing.

SEO Friendly Web Design Blog

A great blog that contains a wealth of information about SEO friendly web design. 

SEO Tips for Ecommerce Websites

Explore beginner to advanced SEO tips solely for ecommerce websites. This blog covers all kinds of areas like link building, content, social media, and more.

Web Presence Strategy Guide

Find trusted house sitters and pet sitters in San Francisco and throughout the Bay Area of California.

Google Maps Marketing

Local SEO strategies and news to help businesses craft successful Google Maps marketing campaigns.

Local SEO Peoria IL

Get local expertise for Peoria search engine optimization services. These guys know the in's and out's of local SEO, social media, and Internet marketing.

Ecommerce SEO Site Audits by ClickCentricSEO.com

Receive a free SEO audit, specialized services and consulting for ecommerce SEO, link building, social media marketing, and more.

Epic Entrepreneur Blog

An insightful blog that offers creative ideas for entrepreneurs and business owners.

Captivate Search Marketing

Full-service Internet marketing company in Atlanta that advocates a "search first" framework in providing services for brands.

Marketing / SEO
webbhotell Top Blogs