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5 Adwords Tips For Maximizing Profit

The bottom line with any website?s marketing campaign is to increase traffic to ultimately drive more sales.? Google Adwords give web marketers the chance to tap into a true marketing juggernaut that presents a lot of opportunity.

Within Google, there are approximately 5.9 billion searches per day.? Adwords can help draw interest to your site from potential customers who are not only interested in the products you are offering, but they are generally qualified buyers as well.? Google Adwords is an advertising system in which advertisers bid on certain keywords in order for their ?clickable? ads to appear within search results.

So why do we care?? I was a guest presenter for a Nexternal webinar last week that focused on the importance of Adwords and what it can bring your business.? The advantages of an Adword campaign are numerous and some of the most important reasons why include:

? ? ? ??* You pay only when someone clicks on your link
? ? ? ? * You can control your own budget
? ? ? ? * You have access to extensive reporting
? ? ? ? * You learn more about your business

So now, if you?ve decided that you?d like to give Adwords a try, I have outlined a number of helpful tips that will help your website succeed.? Once you?ve created an account, you?ll be able to access the system and can follow along with these tips.

 

1) Start With ?Exact Matching?

* Broad Match = misspellings, synonyms, variations of your keyword(s)
* Broad+Match+Modifier = not synonyms, in any order
* ?Phrase Match? = your keyword(s) with words in front and back
* ?Exact Match? = your exact keyword(s)
* Negative Match = searches without your keyword(s) term

** Why is ?exact matching? important?
* You pay only for clicks on the keywords that you desire
* Higher click-through-rates (better targeting)
* Reduces wasted spend
* Allows for controlled expansion of keyword phrase

 

?2) Use Shopping Campaigns

Use Shopping Campaigns1

 

 

 

 

 

 

 

 

 

 

** Where can you create a shopping campaign?

Shopping Campaigns2

 

 

 

 

 

 

 

 

 

 

 

 

From the ?campaign? tab, simply click on ?shopping? to start your campaign.

** Why are shopping campaigns important?

* Allows for more control than Product Listing Ads
* You can sort and bid by Category
* Typically lower cost-per-click than normal search campaign
* Better return on investment

 

3) Bid On Your Own Brand

** Why is bidding on your own brand important?

* Very inexpensive click cost
* Two links are better than one
* Control your messaging
* Fight off competition

** Suggestions:

–> Create a separate branded campaign

–> Control budgeting and reporting

 

4) View ?All? Search Terms to Find Negative Keywords

** Why is viewing ?all? search terms important?

* If you don?t use it, you may be bidding on undesirable keywords
* Budget is wasted on bad keywords
* Improve the efficiency of your spend

** Where is it found?

View All Search Terms1

 

 

 

 

 

 

 

 

 

 

 

 

You can find ?view all? is located in the Keywords tab, by clicking the ?details? tab and then clicking on ?search terms – all?.? This makes all keywords viewable, even if they are relevant or not.

 

Here is an example of ?view all search term.?? You can see the keywords that match exactly as well as others with little relevance:

View All Search Terms2

 

 

 

 

 

 

 

 

 

5) Use Sitelinks

Sitelinks

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** Why are sitelinks important?

* Your ad gets more real estate and exposure
* Ads with sitelinks have a 30% higher click-through-rate
* Ability to test different wording and calls to action

 

** Where do I implement sitelinks?

* Ad extensions tab
* Either the Campaign or Ad Group level

 

While many businesses and online stores have Adwords campaigns, are they truly effective?? Are they utilizing the correct strategy?? In an ultra-competitive marketplace like the Internet, creating an effective Google Adwords campaign is crucial to your site?s success.? Following tips and recommendations like the ones provided will help to drive traffic to your site and influence your potential customers, ultimately improving conversions and sales.

8 Title Tag Optimization Tips For Ecommerce Success

Title TagOur last couple of blogs have focused on the changing landscape of SEO.? While SEO isn?t dead per se, it has made a huge shift towards a more semantic focus.? But don?t let that fool you, keywords are still important basics as are metatags and content.? Included within the realm of metatags are title tags.

Title tags and page titles are crucial to any site and especially Ecommerce sites and according to the search experts at?Moz, ?35 out of 37 ?influential thought leaders? in the SEO community thought that keyword usage in the title tag was the most important place to use keywords to achieve high rankings.?? There are more than a few ideas regarding the strategy behind using them, but some, more than others, are recommended by most SEO professionals.

Here are my ?8 Title Tag Optimization Tips for Ecommerce Success? to help organize and strategize your Ecommerce site?s marketing/SEO campaign:

1)????? Your homepage title should use your two most important keywords.? I prefer to limit any given page to focus on two keywords (excluding the site name/title) even though some people like to use 3 or 4.? I think it starts to look spammy .? Your homepage optimization is really important to tell the engines what your site is going to focus on and you definitely need to have the strongest keywords as titles on this page.

2)????? Use no more than two keywords for category pages.? Using two keywords will really start to narrow down the page?s attention.? It?s ok to use a single keyword (like the category name if you have optimized that) surrounded by calls to action if it makes sense for that category.? ?Whether you use 2 keywords or not, you will need to make sure that the keywords are used throughout those pages (in H tags, content, etc.).

3)????? Category keywords should be plural.? Since there are typically more than one product in a category, it makes more sense to have the category keywords be plural.

4)????? Use no more than two keywords for product pages.? This way, the value of the keyword(s) can be focused squarely on the product itself, not diluted through other less-relevant and less important keywords.? Be sure to customize the product page titles.? If your Ecommerce software allows dynamic insertion, use it.? For example, if you can tell the system to use specific elements of the product in the title, try that.? You can use product names, manufacturer, and SKU.? They are all valuable.?? If you don?t have a lot of products and your software allows for custom title writing, be sure to write custom titles.

5)????? Product page keywords should be singular.? Since you are usually featuring a single product on the detail product page, you should use the singular of the keyword.? This provides you the ability to optimize for both plural (on categories) and singular keywords which are both important for attracting traffic.

6)????? Title length is about pixel width not character count.? Most SEO experts agree that limiting your title tags to a maximum of 70 characters (including spaces) is probably the best practice.? However, search engines like Google are now placing a lot more emphasis on?pixel width?of a title tag vs. a simple character count.? Basically, this means that while you may be able to ?go over? the recommended 70 characters by having narrower characters (i.e. ?i? and ?l?), if you use wider letters (i.e. ?m? and ?w?), you may go over the max width restriction with fewer than 70 characters.

7)????? Use the most important keyword in the beginning of the title tag.? The beginning of the title has more weight than the end so be sure to put your more important keywords in the fron if you are using more than one.

8)????? Format your title tags for clicks as well as relevance.? This plays a bit on the marketing side of things, and can apply to your category and product pages.? The formatting of a title I like to use is ?keyword phrase 1 ? (call to action or benefit using keyword phrase 2 and 3 if possible).?? For example: ?Hospital Towels ? Wholesale Medical Towels On Sale?

One last note: Google, Yahoo, and Bing search result titles are pulled from your title tags.? With Google, it has become a bit more difficult to gauge exactly what they will decide to display.? Many people have noticed recently that the search engine has displayed a condensed version of a site?s title tags or even a different tag altogether.? Trying to understand or figure out how and why Google is doing this is an exercise in futility.? Just look for high-quality keywords and keep optimizing your site and it?s titles!

Set It & Forget It Does Not Work With SEO: Don’t Stop Optimizing!

Set It And Forget It SEOThe world of search engine optimization is never stagnant.??Web sites need constant attention and updating in order to perform well in search engines while maintaining the attention your audience.??Think of a car that drives and keeps driving.??At some point, you will need to re-fuel by adding gas in order for it to keep going.??Of course, re-fueling is an ongoing process that we are all very familiar with (especially with the price of gas!).??The same can be said for your website.? If you approach things with a “set it and forget it” mentality, you’re setting yourself up for failure.

Optimizing?doesn?t mean to keep changing your keywords and technical structure often (unless they need serious improvement), it simply means that optimization is an ongoing process.??If you add products to your Ecommerce site for example, make sure they go through a strict optimization process before or when they are added (i.e. coptimized titles, meta descriptions, seo-friendly URLs, and new content).

Changing keywords as well as the technical structure of a web site is generally frowned upon as search engines tend to rank websites that have an established history and consistency much higher than others that don?t.? Again, this certainly doesn?t mean you should ever take the ?set it and forget it? approach.

The bottom line, however, is that you shouldn?t change any of the targeted keywords or your site?s structure (web design, etc.) if it?s not?really?necessary to do so.

You should always focus on adding to your website, not taking away.

Search engines are increasingly looking for and ranking websites that are ?well-rounded? and relevant with high visibility throughout multiple channels.??There are a number of ways your site can achieve this.

You can create additional pages of content in your site describing a product or certain product or products in detail.??Within your site, you can also host a blog and make it interactive with links to other similar blogs.??Think about writing articles and press releases about your website and its products and submitting them to other websites as well.??Social media outlets like Facebook, Twitter, and Pinterest allow users to ?like? and ?follow? your website while creating backlinks to it and boosting relevance.

Simply put, generating original content is very important and should be part of your ongoing business.??Adding information to products, writing articles, blog posts, and using social media are all great ways to not only create links but to increase your site?s relevancy.??Creating fresh and new content can generate a bit of a buzz around the web and it never hurts to create a little awareness about your site or something new or exciting about it.

If you continue to optimize, you will continue to improve your search engine results and generate more traffic.

SEO: I Keep Forgettin? We Are Not In Love Anymore

seo-heartbreakAs the great Michael McDonald sang, ?I Keep Forgettin? We Are Not In Love Anymore, I Keep Forgettin? Things Will Never Be The Same.? ?This soulfully explains what my relationship with SEO has become.? I have been optimizing websites since 1997 and over the past year, we have seen the most significant changes to the industry that I can remember.? I used to be in love with SEO but the reality is that it will never be the same again.? They (Google, Bing, etc.) made it very easy to love them in the past.? We were able to look good very easily, knowing the ?secrets? of how to rank websites.? There really were no secrets but as SEOs we liked to believe there were.? There were simply tactics that were either designed to make your site more attractive to the engines or if you used ?black hat? techniques, you used tactics that broke rules in order to compete.

In the late 90?s and early 2000?s, marketers could simply register a domain name with a keyword and make it to the top of the rankings.? In fact, we could register 10 keyword rich domains and fill up a lot of the first page. Times were good.? We were in love with SEO and we made a lot of money doing it.

Then in the mid 2000?s, link building became the secret of success.? While everyone began to pay for links and see great results, the engines caught on and made it clear that buying links was not acceptable.? While things once again changed, I was still in love with SEO.? We just had to figure out ways that did not involve paying for links and we had to make sure the links were relative and made sense to the visitors.

Over the last few years, links and link acquisition tactics had become more scrutinized.? Social media emerged and became an integral part of ranking factors, building links, and distributing content.? While I don?t consider myself a big social media guy, I was still in love with SEO.? I appreciated the changes and understood the game always changes.

Then we enter the last year and half.? Google pushes multiple updates and begins a huge shift toward semantic search.? This is where I realized that we were not in love anymore.? Things will never be the same.? While I know Google doesn?t owe me anything, a one-sided relationship simply doesn?t feel very good.? Maybe we can be ?friends with benefits??? ?I had to come to terms with the fact that the SEO industry is not what it used to be.? I have the option of breaking up and leaving, or staying and adapting to the changes.? The truth is, I don?t want to leave.

So I did what I have been doing for over 16 years?I decided to adapt to the changes.? I also realized I was able to fall in love again, but not with SEO.? My new love is semantic markup.? It is an incredible world of new opportunities, both exciting and overwhelming.? I created a new division of my company called Rich Snippets (www.richsnippets.com) to focus on this area.? It feels good to love again.

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