By now, you’ve probably started seeing people’s faces show up in Google’s search engine result pages and understand that these rich snippets are a product of Google Authorship. Though there are many different ways to claim your Authorship, we’ve found that the three methods detailed below are the fastest and most effective.
Let’s face it. Adwords is a great platform to get in front of targeted consumers, but not every company has the luxury of a large budget to spend over a wide audience. Some of us need to be very particular in where our money goes. This can be quite tricky and hard to determine the best way to manage where the budget should go. Below, I will outline 3 effective ways to get the most out of your budget – no matter how small!
Determine the most profitable keywords
The best keywords are going to be determined differently based on your own goals and initiatives. For some, it will be those keywords that result in the most sales or leads. Others may want to stay within a specific cost-per-acquisition (CPA) range. You may also want to take a look at Google Analytics data to look at user interaction metrics (bounce rate, average time on site, etc) to help determine if the visitors from these keywords are finding what they’re looking for or immediately leaving the site.
Once you determine your most profitable/important keywords, see if those keywords could use more funding to gain more impression share or increase position. Try to prevent unprofitable keywords from taking too much budget away from the profitable keywords.
With the holidays just around the corner, it’s time to start getting your clients’ holiday PPC campaigns ready to go!
As shown in the calendar image below, the top anticipated online holiday spending days this year are November 27th and 28th, December 2nd, 3rd, 9th, 10th, 16th, 17th, and 18th.
Anticipated Top Holiday Spending Days (2013)
To help you prep for these busy days, we’ve compiled a list of 13 necessary steps to run your holiday campaigns so they perform top-notch this season.
I recently had the pleasure of attending Pubcon 2013 in Las Vegas, where my brain was jam packed with a plethora of awesome internet marketing information – a lot of it directly relating my role in managing search engine marketing campaigns. One session, however, stood out from the others – it challenged me to take a step back and view my role from a different perspective. The presenter, (Bill Leake, CEO of Apogee) asked how many people in the room were search engine marketing specialists. Not surprisingly, most were. He then asked how many people wanted to be search engine marketing specialists 10 years from now. I’ll admit that I didn’t raise my hand, but surprisingly nobody else did either.
Now don’t judge me yet – I LOVE search engine marketing. Search marketers are a pretty devout crowd. We take pride in what we do and stay up with the newest trends in the industry. We are awesome at the subtleties of the tools we use – AdWords, Bing Ads, Webmaster Tools, Analytics, etc. We could (and often do) spend entire days clicking through our PPC accounts making adjustments or performing keyword research to write the perfect <title> tag for our client’s niche landing page.
So that begs the question: why didn’t anyone raise their hand?
Ok, first off full disclosure I’m a 46 year-old white male and I’m acknowledging that this particular piece of demography may have contributed to my tone on this blog. Recently I found myself in what I consider to be heaven on earth, or at least one of my personal all-time favorite places on our fair planet – the Canyonlands just outside Moab, Utah.
For the last 19 years on the first weekend in November I head west, where I search for perspective on all of life’s current questions and to spend time with 14 lifelong friends. It is what we refer to as our annual White Rim Tour, which is a not overly technical mountain bike trail that winds through the unparalled beauty of the Canyonlands National Park.
If you printed every blog post about content strategy, you could build a paper stairway to the moon. Unfortunately, most of these posts simply advocate creating bulk content and are extremely thin on the strategy aspect. What’s worse, is there is an abundance of content marketers trying to make a rather questionable living posing as writers.
This bothers me, as I love to write. It’s the one thing I do every day without fail. I’ve written countless short stories, hundreds of blog posts, and even some pretty long tweets. On occasion, I’ve been lucky enough to be paid as a writer.
Journalism was my original career choice, but I bailed before I even started. Maybe I just chickened out, but back in the early days of my undergrad career I saw several friends getting beat up by the writing profession. Newspapers were already consolidating and the job outlook was grim. Over ten years later, journalism has mostly been replaced by user-generated content and outsourced writing.
But yet, the ability to distribute writing is more powerful than ever. Self-publishing is a real thing, and it works (assuming your goal is to be read, not be rich). A post like this can get read by thousands of people in no time at all, and the dynamic nature of the web makes it look like a front page story. In the past, Op-Ed pieces like this were stuffed in the dark corners of newspapers and rarely seen. Continue reading “Don’t Fall for Poor Quality Content Marketing” »
Understanding the roles digital marketing channels play and how they interact with each other throughout the sales cycle are key components in gaining valuable insights to showing the value added to client-side or agency-led search engine marketing campaigns. As search engine marketers, we can sometimes become overly focused on the last click, and where the revenue, lead, or other KPIs directly came from. In doing so, we are essentially “putting on the blinders” and only seeing a small piece of the picture. Ignoring how paid, social, direct, referral, email and organic channels interact with each other can lead to poor decisions, which can ultimately hurt your bottom line.
To illustrate, let’s take this hypothetical example:
There’s a bottomless well of articles out there predicting the future of Google. Most of them are written by SEOs, so they talk about things like semantic search, personalization, social integration, etc. Basically, they talk about how search queries and results will work in the future.
While this stuff is interesting and important in its own right, I’m far more interested in how a $300 billion company not only plans to sustain that value, but increase it.
Does Google Really Need to Worry?
This morning I was lucky enough to attend PubCon’s keynote speaker, Matt Cutts. Cutts is the head of Google’s web spam team. He is the guy who makes changes to the Google engine and algorithm working to provide quality and relevant websites to its searchers.
If your organization has a website, you are well aware how important it is to rank well in Google as it drives a large portion of your traffic.
Cutts did a great job going over changes we have seen in the last year as well as preparing us for changes we can expect to see. The most important of these (to me) was mobile.
Having recently come from the retail side of the world, I’ve been involved in a lot of debates around 3rd party marketplaces and the pros and cons of Amazon. Ebay never seemed to get its fair share of attention during these conversations, but that seems to be changing, and changing fast. E-commerce execs and marketing directors need to realize that ebay offers much the same opportunity, without the potential threat. If you haven’t already, I’d recommend anyone selling through marketplaces read this recent Internet Retailer article to get up to speed on what ebay is up to these days. As the article points out, ebay has become much more than an auction site.