4 Signs Your Site Needs an Update
Congratulations! You have a new baby website! It’s so cute, beautiful, and clean! You just can’t imagine any different. Well, how long ago was that? 6 months? 1 year? 2 years? Not so clean any more is it? Welcome to the toddler years. As any parent can tell you, toddlers are not clean and organized people. They require guidance and help along the way. Here are four ways you can help your website through the toddler years. Content You’ve done a great a job feeding your baby website, regularly adding Press Releases, Events, and new Products. But when was the… [more]
AdWords Strategy – 5 Steps to Maximizing Conversions
Google AdWords is perhaps an uncharted territory for many B2B marketers. With investments that can range from subtle to astronomical, how do you create an effective AdWords strategy to monetize your efforts, and realize your goals? ROI Perhaps the simplest of metrics, but one that counts the most. AdWords ROI is conversions and cost/conversion. Getting sidetracked by your click through rate will derail your true effectiveness. You can send all the traffic in the world to your site, but if they are not converting, you are not making money. To track your ROI, make sure you have conversion tracking set… [more]
3 Places You Must Have Online Ads (a review)
In today’s online arena, Search Engine Optimization and a thorough content strategy are two of the most important tools in your arsenal to attract leads. Many B2B companies are adding a third weapon to that arsenal – online advertising. There are three key places you should consider when choosing to place ads: Google, LinkedIn and Facebook. We have outlined these in previous posts and are highlighting these gems of information below: Google is generally the first place B2B business will dedicate their time and effort with regard to advertising. Learn the anatomy of a PPC campaign and three keys to… [more]
Improving Your PPC Campaign results with your low-quality score keywords
In a previous post, we discussed the three keys to a successful PPC campaign, and focused on keyphrases, ad text and landing pages. Now that your PPC is running, you have no doubt noticed that some of the keyphrases have incurred a lower quality score than other keyphrases. Quality score is the grade applied by the search engines to your paid search, on a keyphrase basics. Factored into the making of your keyphrase’s quality score is: – the average click-thru rate – the relevance of the keyphrase to the adgroup in which it is contained – the relevance of the… [more]
How to set up a Successful Ad Campaign on LinkedIn
Many B2B companies have leveraged the power of PPC ads on Google AdWords and Microsoft adCenter. The new-ish player to this platform is the business-centric social media outlet, LinkedIn. LinkedIn ads are very similar to those you create on AdWords or AdCenter, but with the added bonus of specific targeting options not found in the other ad campaign media. LinkedIn Ad Text is similar in that it contains a headline, two lines of description and a destination URL. It also contains a place to put your company name and a small image. The specifications for each element are as follows:… [more]
Improve your “quality score” with Increased Impressions
Anyone who has ever run a Google AdWords campaign has heard the term “quality score”. But just what is it, and how can we improve it? According to Google, a keyword’s quality score is based on several “factors to measure how relevant your keyword is to your ad text and to a user’s search query”. Essentially, Google is trying to determine how relevant the keyword you wish your ad to be found for is to the user’s search query, your ad text, and ultimately, your landing page. So, if you wanted people to find your ad when searching for “blue… [more]
To improve your PPC effort, take a look at your competitors’
Many of our clients develop and run their own pay per click (PPC) program, and we encourage that; in fact, we’re happy to support the DIY approach with educational material such as our white paper on the subject. Some of those clients end up turning to us when their program becomes difficult or too complex, or when their results simply deteriorate for no obvious reason…
PPC and SEO: once very different …now, not so much
Just recently, we blogged about the convergence of search engine optimization (SEO) and social media …an important trend that every B2B marketer needs to take account of. In a similar vein, let’s look today at what can be viewed as an analogous instance of convergence: that between SEO and pay per click advertising (PPC). Time was, these were very distinct routes to getting interested traffic; in fact, their only commonality was that
From Google’s Instant Preview: “Check your landing pages.”
Recently, Google activated Instant Preview for Ads …with remarkably little fanfare, considering its game-changing potential in the world of pay per click (PPC) advertising. In case you haven’t noticed it yet… Instant Preview puts a little magnifying glass next to each paid (and organic) search result; clicking on it pops up
With Google’s Quality Score, you can have too much of a good thing
Not paying attention to Google Adwords Quality Score is likely to cost you more money than you should be paying… full stop. If that doesn’t ring true for you, do read on… Yes, I know… in a recent post, I sang the praises of Quality Score as a hard taskmaster that helps me stay on my game in setting up clients’ pay per click (PPC) campaigns; and that’s all very true. Left unsaid in that piece was the fact that Quality Score can be either too low or too high. How can that be? Because
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