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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.

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Precise Keyword Targeting No More for AdWords PPC Advertisers?

Google AdWordsGoogle has recently announced that starting late September 2014, PPC advertisers using AdWords will be left with no ability to de-select close variants for keyword targeting. Previously, PPC advertisers could opt-out from having their ads displayed with close variant searches, but it seems that all campaigns will now include them.

One of the advantages of exact and phrase match was the ability to track when a searcher used a specific phrase that triggered an ad. This will not be possible anymore in the new all-variant AdWords.

What Close Variants Means to PPC Advertisers

Close variants are a feature of Google AdWords that allow matching of keywords on close iterations or on misspellings. The tool is useful for those who want to save time, not miss important queries, and gather more coverage. Until now every advertising campaign with Google AdWords has this setting on by default, but it was possible to be turned off on the campaign settings page.

Some campaigns have currently this setting turned off in order to save some money on PPC advertising. They prefer to know on what keywords they are spending their ad budget on. If their budget is constrained, by turning off the setting for close variants advertisers have an opportunity for a lower cost click.

The problem with automatic close variants is that many matches may be only close in spelling, but very different in meaning. For advertisers who enjoy having full control over their campaigns the announcement of Google is not good news. It will not be possible anymore to know exactly where the ads are displayed by Google.

No More Precision Keyword Targeting

That option for precision will be unfortunately removed in late September. Removing the ability to opt out of close variants affects the ability of strict targeting. Advertisers will lose the possibility to instruct Google to spend on specific terms.

The consequence of this change in the way Google AdWords will work from September is that those users who preferred to not use close variants will likely have more work to do. They will have to cut analyze the keyword ?details’ reports in order to evaluate the spending on variants.

PPC advertisers will also have to add many more negative keywords and they will not be able to use anymore those old exact match ad campaigns. Those advertisers who will want to bid differently on singular versus plural will need to create multiple ad groups and negative out the opposite plurality.

However, the change will also have some benefits. Those who used to opt off from close variants will be forced now to stop chasing exact matches with lower efficiency and start focus on the big picture. They will migrate from tactics to strategy. And it is well known that it is the strategy that can drive the bigger profits.

For example, just from landing page optimization the gains can be three or even five times more. A top ad copy can bring six times more gains. The change in AdWords will force advertisers to focus on these strategic means of driving up profits instead of basing their advertising campaigns on exact matches and compiling excessive keyword lists. The recent Hummingbird Google update already pushed a shift towards a "keywordless" world and a more object based advertising campaigns.

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3 Non-SEO Strategies That Can Improve SEO

Non SEOIn today's competitive times on Internet commerce, almost every business can benefit from SEO. However, SEO and website optimization is not just about developing good content, and promoting your business with traditional SEO practices (e.g. link building.) Today, SEO requires a lot more to reap sustainable outcomes.

In this post, we discuss 3 non-SEO strategies that can indirectly help boost your SEO campaign and potentially your business' rankings. With a better understanding of these strategies, you can work on your SEO through other means of Internet marketing.

Social Media Marketing

Almost every person is familiar with social media these days. It’s all about building relationships and interacting with people. However, it has also become the best platform to market and advertise your products and services.

Social media marketing involves a wide user base and therefore, business organizations are inclined toward social media marketing to look for potential customers. There are numerous websites on the Internet that allow you to create a free profile.

Most social networking websites allow you to create a business page. You can easily lure customers and make your presence felt. Like any other medium of communication related to marketing and advertising, online marketing also runs on some basic principles.

When you use these basic principles and strategies, you will be able to achieve success and get positive results. Integrating these principles with your SEO campaign will help you in the long term.

In order to develop an excellent marketing plan, you need to evaluate and check your marketing plan and content development plan. With this approach, you will be able to understand how SEO, blogging, social media, analytics and content development can be integrated together to provide successful website optimization and online marketing.

Content Marketing

Organizing online marketing for your business has a wider scope than social media. You will have to understand how all channels can work together to pass your message to clients and customers. You can organize content in four different ways to boost your SEO efforts :

  • Narrative - With a narrative, you create a story around the product or brand and pass it on to your customers. A narrative is one of the most important components of every content marketing campaign.
  • Development - Once your story has been outlined, you have to develop an appropriate message and pass it on to the right customers.
  • Interaction - This is about interacting with your customers across different platforms. Email, blogging and social media are different mediums. Thus, messages for every platform should be different.
  • Planning - You should continuously look at changing market trends and plan accordingly. You should also develop content calendars. This will allow you to deliver content on time, especially when a topic is your customer’s top preference.

One company that does this well is Optimized Surgeons. They provide blended programs that combine social media, content marketing, and organic SEO for surgeons.

PPC Advertising

Last but not the least, a Pay Per Click (PPC) advertising campaign can provide you with exceptional results, and boost your SEO efforts by generating an influx of traffic to your optimized pages. With PPC ads, you’re able to target the right audience for your business. This makes sure you attract more potential customers, and improve your conversion rate.

PPC also enables advertisers to test certain keywords and their conversion potential before actually optimizing for them using SEO. This can help to ensure the long-term effort of SEO is worth while by ensuring that keywords actually convert.

These are some of the best non-SEO strategies to improve your return on investment. With these simple strategies, you can strengthen your optimization campaign, and enjoy more benefits for your business.

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How Web Presence Optimization is Replacing Traditional Means of SEO

Web Presence Replacing SEO OptimizationIn the early internet days, optimizing a website for search engines was centered on simple elements such as website design, backlinks and selection of keywords. Today, there are a plethora of factors that dictate Google algorithms and page ranking. Over time, Google has evolved search results to make them more socially integrated.

Web presence optimization (WPO) is slowly replacing search engine optimization (SEO). Put simply, WPO is the practice of enhancing and promoting your online brand to reach more people through upping visibility, recognition and awareness.

Web presence optimization is an all-encompassing approach with the aim is to have a wide and a consistent presence across all web aspects. To this end, SEO is an important part of WPO. WPO strategies focus on content marketing, PPC advertising, social media campaigns, search engine marketing and website optimization.

Web Presence Optimization: The Evolution of SEO

WPO was born from a number of factors. First off, the upping number of websites, blogs, pages and the content on social media elicited the need for a more holistic approach. This means that a lot of content is published online daily. For search engines to give accurate and fast search results, they have had to tweak their algorithms to wade through the content. This has in turn made the process of optimizing for organic search results more complex. However, the trick is combining a number of tactics and strategies for long term results.

Secondly, the upping number of websites and blogs has escalated competition between them. All webmasters spend time on analytics and spend money on optimizing their web design and expanding their web content marketing. They understand the importance of visitors finding them naturally and thus they update their sites each month.

Lastly, there is social media. Ever since social media entered into the search engine mix, the way websites are optimized has never been the same. The way webmasters share information has changed. This and how search engines have changed to accommodate social media in their search algorithms makes social media a crucial tool in web presence optimization. One advantage of social media is the fast, instant, delivery of information. Besides, social media sites sometimes rank higher than the actual business site.

Implications of Web Presence Optimization for Businesses

Webmasters need to understand the SEO changing landscape and change the way they use resources to optimize their websites. Businesses applying the conventional SEO strategies are being left behind as those applying WPO strategies are jumping on top of the roof. A high number of WPO specialists is cropping up to help businesses grow their brand online.

Primary Objectives of Web Presence Optimization

Basically, WPO has three main objectives. First off, it increases the opportunity for people to search for your brand or your principals online. Secondly, it ups the opportunities of people searching for what you have to offer and lastly, it increases the chances of people searching for where you are or where your products can be found. To this end, webmasters need to understand how to win “the who”, “the what” and “the where”.

Learn More About WPO Strategy & Services

If you're interested in learning more about web presence optimization strategy, or to find out more on how get trusted services in optimizing your brand's web presence, visit www.webpresencegroup.net. The creative team at the Web Presence Group offers niche solutions in web presence optimization and website optimization services.

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7 Actionable PPC Optimization Tips for Mobile Landing Pages

Mobile Google Search Developing mobile landing pages is key to garnering the greatest value from your mobile PPC traffic. To effectively convert smartphone searchers who land on your site, you need to address a few common elements of PPC optimization.

Below are 7 actionable PPC optimization tips you can use to increase conversions on your mobile landing pages. Think of these points as mobile conversion rate optimization, or CRO for mobile PPC advertising.

Get to the point

Avoid words such as "that", "who" and "which" and instead rewrite the sentences more succinctly. Use fewer words and avoid paragraphs that are full of filler text. Write freely and naturally, and then proofread your work, removing any jargon.

We often end up with up to 70% fewer words than the ones I began with. It is always possible to say things more briefly. Like instead of saying, "40 of the firm’s features." You can state "Over 40 customizable features." In essence, being succinct is very important of PPC optimization of landing pages, as well as ads, especially if you're doing ecommerce PPC management.

Use numbering and bullet points

Paramount to PPC optimization is using bullet points on both regular landing pages and mobile devices will ease the readability of the pages and communicate advertising messages more efficiently. Another advantage of numbering is it makes pages less cluttered by ensuring there is less white space. Less white space is essential because it lessens cognitive load therefore allowing page visitors to make any buying decisions more effortlessly.

If applicable, include a short form

For the mobile contact submission forms, any mobile PPC optimization strategy should limit short forms three to four fields and a clear call to action. These forms should be easy to fill and understand.

Avoid superlatives and intensifiers

We decided to add this point because this is the most common mistake most of the marketing companies use to advertise products in the market.

For example "Best TV in the market." Which benchmarks did you use to determine that your TV is the best in the market? It is advised to be more descriptive, direct and clear. Make sure you avoid vague and meaningless words. Corporations that prosper state the advantages and benefits more concisely.

Ensure fast loading web pages

Fast loading pages are vital and are now considered best practices for mobile landing page optimization. The faster, the better. A page that loads under 5 seconds is always preferred. With the improving technology, mobile devices can multitask a good deal e.g. listening to music and at the same time texting. So if your pages load slowly, people will leave your page and visit another site or go back to their previous task.

Use legible text

Legibility is the most vital tip. The font on buttons and pages of mobile devices ought to be large enough for visitors to read without zooming in. Mobile buttons should be big so that it is easy for any visitors to click and take action swiftly as they are designed for the human finger and not a mouse.

You can also link your clickable information to your primary conversion event. For example, you can have a click to call number for people to buy something over the phone. This is purely ensuring that your mobile landing pages are responsive.

Only have one main call to action

Avoid confusing visitors with many calls to action (CTAs) and instead have a single solid one for your landing page. If your page has more than one, ensure the main CTA is accessible and plainly visible at the top of the landing page. Secondary conversions such as "Application Download" should be further down the page.

For the B2B business, it is a little bit different. Your landing page shouldn’t have any other conversion points apart from the main call to action. The number of conversions you get will be few if you have several CTAs. In short, one clear CTA is vital to optimize mobile landing pages for greater conversions and sales.

Incorporating benefits is also a highly recommended strategy. Offer benefits such as "Try this product for free for 15 days." Add a phone number to your CTA button if applicable to your business. Phone calls will lead to higher conversion rates as compared to online conversions.

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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.

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