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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!)

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The Benefits of Effective Link Building

Benefits of SEO Link BuildingThere are many different aspects of positive SEO which all contribute to the overall success of a site. One of the more important aspects of SEO is an effective link building campaign. The reason link building is so important is because when it is done correctly, it can provide great value to a site in a number of different ways.

Effective Link Building

Before you can enjoy or even discuss the benefits of effective link building, you must know how to effectively build links. In order to build powerful and quality links you must take into account what search engines such as Google like. This is because these companies control how the rankings work with their search algorithms. One thing that companies like Google love is relevancy. These search engines want the user experience to be as easy as possible, and as such, want to connect users with sites relevant to what they are looking for.

Along with relevancy, search engines stress quality content. This also goes back to user experience, but producing high quality content will only make it easier to build links as others will be more willing to link to such content. Thus, by linking to relevant niche sites through quality content you will get the most out of your links, which will in turn provide the greatest benefits.

Increased Ranking

The main objective of most link building campaigns is to increase a site's rankings in the search engine results pages or SERPs. The reason that increasing ranking within the SERPs is usually the primary focus of most link building projects is because SERP ranking contributes directly to a website's success. The importance of SERP ranking cannot be overstated as it determines the visibility of the site.

At this point, most webmasters are aware that ranking for keywords relevant to their niche is vital to their site's existence. This is because the reality is that if your site isn't ranking on page one, then your site probably isn't being seen because the majority of users never even scroll past page one of a SERP. If no one can find your site, then certainly nobody will be visiting your site which is bad news for any type of website. By building quality links and improving SERP rankings for significant keywords, website traffic will be increased which is integral to the success of any site. Not only will link building increase overall traffic, but it also drives organic, segmented traffic.

Driving Organic Traffic

Another benefit of an effective link building project is that it will drive organic traffic to your site. By placing quality links on relevant niche sites it will direct segmented traffic, specific to your niche, to your site or blog. This type of organic traffic is so valuable because it comes from a relevant niche site which means it will more than likely be your target audience. As you can imagine, conversion rates tend to be higher with this kind of traffic. Linking to relevant niche sites not only provides your site with great links, but it also makes it easier to connect with your target market or audience which is good for both sides.

Building powerful links will increase visibility through improved SERP rankings as well as drive segmented, organic traffic to your site or blog. The positive effects associated with these benefits are why many webmasters are realizing the necessity of pursuing a link building strategy. Link building and SEO as a whole, have become vital portions of establishing a successful website online.

About the Author Andrew Dennis is a writer at the Boise, ID based link building firm Page One Power. When he's not writing about link building and other aspects of SEO, he spends his time perfecting his golf swing (which still has a long way to go).

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Google Releases Penguin 3.0 Update

Google Penguin 3Google recently announced its release of its search engine algorithm Penguin 3.0. The new algorithm change is intended at further tightening the spamming loopholes for search engine ranking. The algorithm seeks to penalize websites and publishers who use search engine optimization (SEO) tactics that are in violation of Google Publisher rules.

History of Penguin Algorithm

The first release of the Google Penguin algorithm was introduced in April 2012. The release impacted about 3% of Google’s search engine ranking. The websites that got penalized and thereby losing on better search engine results page (SERP) ranking were sites that had back-links that were deemed as spam and unnatural.

According to search reviewers, most of the websites that got hit were those that had similar or duplicate links that looked automated. However, given the complexity of getting an algorithm that sorts spammers while mitigating on collateral damage, the Penguin update has happened progressively over time and so far, Google has released 6 more updated to the Penguin algorithm impacting about 7% of search ranking. More at SearchEngineLand.com

Targeted Links

In all the Google Penguin algorithm updates including the most recent 3.0 update, Google has sort to reduce the number of websites that enjoy ranking advantage by having spam links that are generated purely to cheat the search system. Some of this spammy back-links include;

  • Spam Blog Comments and Forum Posts – usually, these posts and comments are automatically imputed by a computer system and will usually have no connection to the discussion forum or blog post. Usually, Google will also penalize simplistic comments such as “nice post”, “great video”, “I agree” and such like comments especially if such comments are repetitive and carry back-links.
  • Duplicate Links – Another set of SEO links penalized by the Penguin algorithm include links from duplicate content. One of the ways that links get duplicated is when the same article is posted in multiple article engines or websites.
  • Content Quality – Google ranking software has also developed in intelligence over time and is able to spot poorly generated content such as computer generated articles that are unreadable. Links from such content that is posted not for human readability but for search ranking are also getting penalized by the Penguin updates.

Avoiding Penguin Penalty

In order to avoid being penalized by these penguin updates, it is advisable that publishers avoid spam-like links and especially automated linking. Seeking ranking links is not prohibited by Google. However, according to Google, such links need to come from quality content intended at adding value to the reader.

Recovering From Penguin Penalty

Websites that have been affected adversely by past Penguin updates but that have adjusted their linking procedure to meet Google Publisher rules are now getting relief as more recent updates remove the prior penalty on such websites. Therefore, if your website has fallen victim to this new Penguin 3.0 release, take time and isolate the linking technique that is getting your website penalized and make appropriate adjustments. Once you do this, the Penguin penalty can be lifted in due time and you will again enjoy the good ranking that your website lost.

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