How to Use Google AdWords in Your Online Advertising Campaign

Ads are Google’s main source of revenue. In 2012, Google ad revenues totaled $43.7 billion. These are huge numbers and are a testament to the impact ads have on the world wide web.

Google AdWords helps companies and businesses market and advertise their products on the Google ad network. These ads contain copy and specific keywords which are relevant to a company’s product and are placed on search engine results pages (SERPs) and affiliate Google sites. Essentially, Google AdWords is an advertising service owned by Google which gives advertisers the opportunity to place their product, website or service on SERPs for a cost.

Google places ads on SERPs using keywords users input when searching for specific products or services. These ads appear on results pages at the top or sides of SERPs as ads or sponsored links.

How Does Google AdWords Work?

Google AdWords offers pay-per-click (PPC) and cost-per-acquisition (CPA) advertising. In PPC advertising, advertisers bid on phrases (keywords) which web users search for in Google searches. An advertiser pays for each click on the ad resulting from the web search. The price an advertiser is willing to pay Google each time a user clicks their ad is called cost-per-click (CPC).

Cost-per-acquisition (CPA) advertising is a pricing model where an advertiser pays for each action performed by a user — whether it be a purchase, subscription, or download resulting from clicking on an ad. This metric measures an advertiser’s conversion cost per use from the ad’s entry point on the search engine to the final action a user has made on a website (purchasing a product, signing up, etc.).

Another option in Google AdWords is cost per thousand impressions (CPM). This option allows advertisers and marketers to pay Google for every 1,000 times the ad appears in search results. It does not require any actual click-throughs.

The Importance of Keyword Analysis

Keyword analysis is the foundation of a good AdWords strategy. For a Google AdWords campaign to achieve success, an advertiser must do thorough keyword research to understand what keywords are more likely to convert users into paying customers. Using the right keywords is crucial in creating searchable ads and landing pages. This is why it is extremely important to do keyword research and optimize the copy in ads to maximize results and result in more clicks.

Keyword research allows marketers to understand what users are typing in search engines when searching for specific products and services. This is why advertisers should use keywords that will help their ad appear in SERPs and are also relevant to users and what they are searching for.

It is important for advertisers to use both long-tail and short-tail keywords. Long-tail keywords generally yield better results as these keywords are less likely to be used by competitors. They also produce more specific results. This means that ads with long-tail keywords are more likely to appear in search engine results when users search for specific phrases.

Advertisers bid against competitors on search terms. This means that the more an advertiser pays for a click, the more likely it is that the ad will appear in search results. This isn’t the only thing that Google takes into consideration when placing ads, though.

Google also takes into account the quality of an ad by determining how useful and relevant it is to the terms users are searching. This is called a Quality Score. Google also takes into consideration past click-through-rates on the same ad as well as the relevance of an ad’s landing page.

Use Google AdWords the Right Way

The right AdWords strategy is one which uses the right keywords and understands its audience. In addition to this, a great AdWords campaign is one that involves competitive research. This research should include an analysis of the keywords competitors are bidding on.

By analyzing the keywords, copy, and tactics of competitors who are consistently ranked at the top of SERPs, advertisers can optimize their own ads and strategies to yield the best results. The final and most important part of a good AdWords strategy is the landing page. A good landing page should offer something that is unique. It should be different from what other competitors are offering and compel users to take some form of action.

With a well-researched and thorough Google AdWords campaign, it’s not difficult to achieve click-throughs and acquisitions from consumers. Use the right tools and strategies today to maximize your growth and achieve a higher ROI with Google AdWords.

5 Ways To Improve Your SEO

Search Engine Optimization (SEO) is a huge game player in content marketing, and if you’re not using it, you’re behind schedule.

What is SEO, Exactly?

SEO is way to increase organic growth and traffic to your website through search engine rankings. SEO is the practice of increasing, growing, and driving traffic to a website through organic search engine results. Organic traffic is traffic coming to your website that you don’t have to pay for. You’ve probably noticed that when you Google something, ads are the first things to pop up in SERPs (search engine results pages). These ads are run by Google AdWords, which is a digital advertising service that lets businesses pay them to place ads on Google search engine results pages. These are paid advertisements, and are considered non-organic ways to bring traffic to your website.

SEO sends organic traffic to your website so that you don’t have to pay for it. There are certain things you have to do, though, to get your page ranked high in those oh so worthy Google search engine results. If you’re new to SEO or are trying to figure out how to drive organic traffic to your website, these five tips can help guide you in the right direction for increased traffic to your website this year.

Update Regularly

Google’s bots are constantly crawling the web looking for new, fresh content. How often you update your content will have an effect on how you rank in Google search engine results. This is why you need to update your website regularly and optimize all the content for SEO.

The more often you are updating your website, the more likely search engines will be visiting your page as Google bots re-evaluate your position in search engine rankings. Remember: when it comes to SEO and Google, content is king. If you don’t have high-quality, fresh, and relevant content, your search rankings will take a direct hit.

Metadata

SEO metadata is the data that appears on SERPs when you search for queries in Google. Metadata includes the meta title (title of the page) and the meta description (the text below the title of the page on Google). After doing your keyword research you should try to optimize your meta title and description so that they are more likely to appear higher in search engine results.

A part of your metadata includes your keywords. You need to place keywords in the content of your text so that when Google bots search your website they pick up on keywords that are likely to appear on search engines. Meta keywords appear in the HTML code of your website and tell search engines what your website content is about.

Link Building

Backlinks are important factors that determine how a website ranks in search engine results. When a reputable website links out to you, it tells Google that the content on your website is reliable. Remember: there is a correlation between the number of links to your website and the search traffic your website receives. There are certain things you need to keep in mind when link building, including:

  • authority of the website linking out to you
  • the linking website’s relevance to your content

Links can help build your reputation and your relevancy. Link building, though, is an ongoing task that needs to remain consistent in order to maintain search engine rankings. When Google sees that your website has not been linked out to for some time, it can affect your rankings.

There are many different link building strategies you can use to receive backlinks (external websites linking back to yours). Here are some strategies that could work for you:

  • reviewing products or services by influencers in your industry
  • promoting your content and creating high quality content
  • developing professional relationships with other influencers
  • asking friends, family, and partners to link to your sites (note: backlinks from websites in your industry have more value than links from sites unrelated to your niche)

Remember, the more backlinks you have to your website, the more likely your website will rank higher in search engine results. You just have to use the right strategy!

Go Mobile

Google themselves have said that mobile is the way to go for your business and your website. 1.2 billion people around the world are accessing the internet through their mobile devices. This means that if your website isn’t mobile, you will be missing out on potentially half the user base that is using mobile. Why? Non-mobile friendly websites also result in bad user experiences, which means that users are more likely to go to a mobile-friendly website that is easier to navigate through.

Google also prioritizes mobile websites. This is huge in SEO and means that Google rewards websites that are mobile friendly.

Increase Site Speed

A website’s load speed plays a big role in search engine rankings. This is because a website’s speed has a direct impact on a visitor’s user experience. Google tends to rank sites with slow site speeds lower in search engine rankings. If you want to compete with the major competitors in your industry, your website will have to be up to par with theirs.

Don’t take my word for it, Google themselves have stated that page speed is a factor they take into consideration in their mobile first index.

Use SEO the Right Way

If you are a content marketer or are re-evaluating your digital marketing campaign, your SEO strategy is something you have to perfect. Improve your organic traffic and Google search rankings by using effective SEO strategies and reap the rewards.

Mobile SEO Mistakes Your Business Could Be Making

If you own a business and have a website, it is crucial that your website is mobile-friendly. In fact, one of Google’s most important ranking factors is how well a website is optimized for mobile. Google also considers the overall user experience an important ranking factor. In addition to this, when users visit a website on mobile that is not fully optimized, they are more likely to go to another competitor’s website which is fully optimized for their mobile browsing.

If your website is optimized for mobile, but your rankings are low, there are a few things that you should be checking. Here are 3 mobile SEO mistakes you could be making that may be impacting your ranking.

Mobile SEO Mistakes You Could be Making

1. Video Content

Video marketing is growing every day, and is a great way for businesses to promote their products or services, educate customers, and reach their audience. However, if you upload videos onto your website, there is the possibility of the video itself slowing down your website speed, which is a huge determining factor in Google rankings. One thing to remember is that some videos cannot be played on all devices. If you embed a video, you must ensure that the video is playable on all devices or it could affect the user experience — in turn affecting your SEO.

2. Slow Page Load Speeds

As mentioned above, if your page speed is slow, your organic rankings will take a hit. Slow page speeds often result in unhappy users. If your website takes a long time to load, users will leave your website, resulting in high page abandonment, which can affect your website’s ranking. Fast page load speeds will help improve your Google ranking. It will also improve the user experience. To improve page load speeds, you can minimize redirects, minimize image size, and minimize server response time.

3. Local Visibility on Mobile Searches

A local business must have its website optimized for target keywords and location. Local search engine optimization helps your website be found in local Google search results. When users are searching on their mobile devices, close to 50% of the searches are local searches. If your website is not optimized for local visibility, you could potentially be losing out on customers, while your competitors reap the rewards. This is why it is also important to have a Google My Business page with your address, phone number, website and more. This gives users access to information that could lead to a sale.

Digital Marketing 101

Content marketing has grown and evolved since the early days of print advertising. It has since entered a whole new realm of digital advertising which is expanding and growing every year.  Social media and digital advertising are now surpassing all forms of print and traditional advertising, and this number is only going to grow as the online world becomes more optimized for mobile and video. A shift is happening as we speak in how people are using their media. What does this mean for you as a new digital marketer?

Print continues to climb an uphill battle as it competes with various internet and digital platforms. Newspaper revenues have fallen from 33.59 billion US to 30.47 billion between 2011 and 2016, and this number is expected to continue to decrease. As a digital marketer in a big city, you have all sorts of opportunities to network, engage with prospective clients, promote your brand, and get to know new digital marketing strategies. Whether you are attending a marketing event, a networking event or a conference, you have a chance to stand out in person while selling and promoting your online brand.

50% of mobile users using Google for local searches visit the store they are searching within one day, and 78% of local searches VIA mobile translate into offline purchases. These are considerable figures which you should not overlook. If you’re focusing on e-commerce while living in a big city, be sure to recognize the impact of local Google searches on your business and optimize your website for that.

Go Mobile

The internet is turning mobile. It is predicted that by 2020, 51% of digital media users will be accessing the internet from their mobile devices. Social media platforms are becoming more optimized for mobile, which means that your competitors are doing it too. Mobile Google searches surpass desktop Google searches in ten countries all over the world including the United States, and this number is expected to rise as more websites become optimized for mobile. To promote your brand and diversify your marketing strategy, make sure your website is user- and mobile-friendly, or your competitors will gain an edge over you.

Today, people around the world are using technology in different ways than ever before. Take advantage of the changes going on right now in this digital age and reap the rewards.

Diversify Your Strategies

There are all sorts of ways you can make the best of digital marketing, including but not lmited to:

  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Pay Per Click (PPC)
  • Affiliate Marketing
  • Content Marketing
  • Email Marketing

We’ll get into these important aspects of digital marketing more in future blog posts. For now, make use of your life living in a big city and network, network, network. Promote your brand and your name and never underestimate the power of your brand’s voice.

Traffic, but No Sales — What Gives?

If you’ve done everything you can to increase traffic to your website and can see results in your analytics that show you are getting lots of traffic, you should expect to see sales…right?future-158295_640.png

Not necessarily.

If your website has lots of traffic but limited to zero sales, there might be a bigger problem.

The problem? Bots.

What Are Bots, Exactly?

Over 50% of traffic on the internet is made up of bots. That’s a staggering number, and is one that should never go unnoticed. Bots can wreak havoc on your bottom line if you don’t take the proper measures to block them.

So what are bots, exactly? There are two kinds of internet bots: the good kind and the bad kind. The good bots are things like search engine bots and performance monitoring bots that crawl your website to help improve search engine results, gather information, and more. Bad bots can affect your website speed, steal valuable information, and most importantly ruin your search engine rankings. They can also heavily skew your analytics and conversation rates.

person writing dollar sign on sketch bookHow Bots are Affecting Your Sales

Bots can provide false data on analytics, including the traffic coming to your website. If you’re wondering why you’re getting tons of traffic but no sales, it may be because a majority of your traffic is coming from bots — and bots can’t make purchases. This means that if a majority of the traffic that is coming to your website are bots, there will be no purchase rate. This will also heavily affect your conversion rates. While your analytics may be telling you that you have high traffic, in all reality you’re not getting any real valuable traffic at all!

Alternatively, bots can sign up or fill out submission forms which can increase your conversion rates — but these analytics are skewed and misleading as well.

Take the Right Measures

Bots can severely affect your bottom line by impacting your KPIs (pageviews, page rank, revenue, CTR, etc.). This is why you should consider investing in bot protection software. This type of software can prevent bots from affecting your KPIs, prevent content theft, form spam, and more. There are many different bot blocking techniques you can practice. Stay tuned for my next blog post to learn more about them!