How Quality Score Can Help Or Hurt Your Adwords Campaign

Quality score is a somewhat mysterious variable for Google Adwords campaigns that have a real effect on the cost of your advertising. The price of your pay per click ads is determined by a combination of your bid and your quality score, which means that a good quality score can get you a higher ranking for less than the other guy is paying. So how do I get a good quality score? Well, that’s where Google is a little vague, but there are some strategies.

You can use the keyword report to discover which keywords have a low Quality Score. Once you find those weak keywords, you can use the keyword analysis tool to find out what factors are affecting your score.
keyword_analysis_tool

The analysis really only gives you three categories and a thumbs up or down. It may not be very useful if you are trying to bump your score up from an 8 to a 10, but it will let you know when you are way off base. The three areas that affect your quality score are: keyword relevance, landing page or landing page load time. Basically you want to make sure your keyword is relevant to the page your ad is linking to, this means including your keyword on the page, and maybe even creating specific landing pages for certain keywords. Also if the link is broken or takes a long time to load, your quality score will go down.

Quality score may not be your number one concern when designing an adwords campaign, but it’s a good indicator of which ads aren’t working at all, and anything that makes your campaign more cost effective is worth the time.

One Keyword Per Page

It’s expensive to create and optimize pages for search, so why not try to jam as many keywords onto one page as possible? Unfortunately this scattershot approach won’t increase your ranking, instead only diluting your results. The best number of organic search keywords to target per page is one.

It is important to have one primary focus on the page, one concept that the page is about.
Now of course you can have more than one word on the page, or target two words that mean basically the same thing. For example optimizing the same page for “certified public accountant” and “CPA” makes perfect sense. However, you should resist the temptation to use the same page as the search landing page for “CPA”, “certified public accountant”, “tax accountant”, and “tax services”. Although all of these words are related, you won’t end up with a number one Google result this way.

The bad news is, this means lots of landing pages. Sure it’s more work, but doing something right usually is. The more concepts you try to cram on a page, the more you confuse the search engine, so keep it simple. Just start with pages for your best keywords, and add a few more every week. Over time you will see much better results for the effort.

Not everyone agrees with this strategy, and it is possible to get a number one rank for multiple keywords when they are less competitive, but in a competitive environment, it is important to specialize and be clear with your seo strategy. Keeping your target keywords as close to one as possible will keep you from spreading yourself too thin and losing out on valuable traffic.

Web Advertising for Mobile Browsers

The number of people accessing the web from their phones is skyrocketing. However, devices vary from full browsers like iPhone or Blackberry Storm to mobile browsers whose access to the web is more limited. As a result, websites and advertisements must be prepared to cater their search engine optimization campaigns to all types of browsers or risk being inaccessible to their customers.

For businesses who need to reach customers on the run, such as tow truck companies, locksmiths, or even restaurants, gearing pay per click advertising to mobile users is critical. It is important to think about what a mobile user will want to accomplish with a small device with limited speed and storage. Since mobile users are not likely to go beyond the first page of a website, getting the vital information out front and legible on a small device is key.

It is always a good idea to check to see how an ad renders in a mobile browser. Some mobile browsers don’t render flash or java well. When images, flash files, or script files are large, it may take some time for the website to render on a mobile device. One way to test mobile ads without paying for a full mobile site is to create a test site using a blogging platform like WordPress which has a mobile compatible plug-in. Google also has a mobile preview tool that will let you view mobile results from a laptop.

Adwords and Google Analytics also allow you to track your mobile conversions so organic SEO performance can be assessed and adjustments made. It can also be useful to have completely separate mobile versus desktop campaigns, sending traffic to different pages on your site for the same keywords based upon their device.

As phone browsers’ capability increase, it becomes more viable to reach customers anywhere and everywhere and convert a passing whim into a sale, but it will always remain crucial to distinguish properly between the needs of the mobile customer versus the desktop customer.

How to work with a search marketing company or consultant

I thought this topic would be relavant to our customers as well as others out there that work with a search marketing company or consultant. I recently spoke to one of our paid search and search engine optimization (SEO) customers today and discovered some interesting data. The orginal intent of the call was to followup on a new 800 number to better track the calls coming through. The customer went on to discuss what keywords are most effective for their paid search and SEO campaigins. This customer surveys all potential customers to find out what search engine they found them on, what keyword was specifically used to find them, and what state they’re calling from. With these 3 pieces of data we were able to make adjustments in real time to their paid search campaign. The SEO campaign does not have this flexibility but when it’s time to renew thier SEO campaign we can add some of these words to their campagin. So make sure to keep your search marketing company up to date on what’s working for you. The more information you can provide, the better the company or consultant will be able to fine tune the search marketing campaign. This could be done through a weekly phone call or a weekly email. If you’re not already tracking this information, start today. It’s your money so you might as well get the best value out of your marketing spend.

Here’s a list of some helpful things you can do yourself to get the most out of your search marketing campaign:

  • Track site traffic through free Google Analytics
  • Use free Google Webmaster Tools (You might need some help from a webmaster to get this initially setup)
  • Track your data on a spread sheet (what search engines you were found on, what words, was it organic or a paid search ad?, etc.)
  • Stay in touch with your search marketing company on a weekly basis
  • Stay current with search marketing trends by reading blogs like ours and one or all of these: Search Engine Land, Search Engine Guide, or SEOMoz (I currently subscribe to these and 6 others through Google Reader which is a nice way to feed all of these sites into one reader.
  • Request your paid search log-ins for Google, Yahoo, and MSN and log-in yourself to see what’s working and what words are being advertised. Some search marketing companies will not give this information out and provide generic reports. At emarketed we give access to your accounts if you request this information. You can login and run all types of reports to find out what’s working and what’s not.

Well that’s it for now. I will post more tips to this post in the future so stay tuned. Please also feel free to comment if you have some ideas that can help.

Facebook Advertising Case Study

We just launched a Facebook advertising campaign today targeting a demographic that likes to drink alcohol and/or use drugs. It will be interesting to see how this campaign does. The campaign is for a drug rehabilitation center located in Orange County, California. The ad management page is below along with a copy of the ad and the demographics. It’s currently targeting close to two hundred and fifty thousand Facebook users with an ad spend set for $100 per day.  The cost per click (CPC) is set to 0.55 cents a click. Stay tuned for updates on this campaign.

facebook advertising ad
Facebook advertising ad
facebook advertising ad manager
Facebook advertising ad manager

List of Lists for 2009 Marketing Predictions

Just started to browse this list of lists for 2009 marketing predictions put together by Search Engine Land. You could spend a week going through these lists. If you’re in a hurry I’d focus on these:

That should be a fairly comprehensive list to get 2009 off to a great start and get you on track to bringing in new business through your marketing efforts. Stay tuned for emarketed’s 2009 prediction list.

Twitter Buzz!

Well I contine to here more about Twitter and have started to get caught up in the buzz myself. As of this writing we have 518 followers and are following 2,000.  In short, for you newbies out there that haven’t started tweeting, Twitter is a live way to follow other companies/individuals and also a way for yourself to update people following you with short blurbs (140 characters or less). We have actually hit a cap with the amount of companies/people we can follow. There’s nothing about this as far as I can tell on the Twitter site but after digging around online a bit I found that we have to increase our followers in order to follow more. I’m not sure exactly how many more followers we have to have but it’s a little frustrating at this point since I’m continuing to come across others I’d like to add to our company twitter profile. After reading a great article by Guy Kawasaki who we follow on Twitter, How To Use Twitter as Twool (a must read if you’re interested in Twitter), I was compelled to setup a twitter account for my name as well so I can start gathering a following and following others with my name, Matt Ramage (Click my name if you’d like to follow me!). This was just setup last night so no jokes on how I have no followers at the moment. Guy, in case you don’t know, is a successful author/blogger who has a huge following on Twitter! Over 41k following him at this moment. Guy also runs an online magazine I just discovered yesterday called Alltop which is basically a huge RSS feed of resources from various magazines.

Back to the Twitter buzz! Sites are now poping up to provide various services to enhance your Twitter experience. You can read about the main ones if you click the article that Guy wrote above. There are stand alone applications and also extensions you can add to your browser to help with notifications, managing multiple twitter profiles, reading twitts, and much more. emarketed has also setup a stand alone Twitter feed blog using WordPress and twitter feed so that every time we update twitter our blog gets posted to with fresh content for the search engines. We also have this same feed working off this blog so that everytime we post to our search marketing blog it will post on Twitter with a link to our new blog post. Well that’s it for now on Twitter. I’ll let Guy show you some other helpful Twitter Tips!

If you found this blog post helpful please start following us on Twitter by clicking here or inviting your friends to follow us if you’re already an emarketed follower.

Here’s one last resource that I believe I’ve posted before but it has over 140 different Twitter tools! Click here to view this resource.

Adding Facebook advertising to your search marketing campaign?

I just stumbled across this ebook on Facebook advertising by Matt Dickman. I’d suggest checking it out to get a better idea of how Facebook advertising works and to learn more about social media marketing. As Facebook and social networking sites continue to grow this will become more important. It’s literally changing the search marketing industry! The days of running search engine optimization and paid search campaigns alone to drive traffic to your site is becoming outdated. Reaching a broader audience through Facebook, YouTube, MySpace, LinkedIn, Twitter and other social sites is imperative to your search marketing campaign.

emarketed now offers this as a stand alone service or as an addon to current search engine optimization and paid search customers. Stay tuned for more social media updates as this emerging method of advertising expands. You can also follow us on twitter for short updates.

I love Search Engine Land!

I get daily emails from Search Engine Land. They continue to provide high quality news on search engines. I suggest signing up with their daily email if you’re serious about learning more about search engine marketing. One of my favorite sections is the Search Illustrated column since I’m able to learn some helpful information within a minute or so. They present different illustrations on search marketing. I’ve referred to these images in the past. They are created by a Elliance and you can view all of the past images on the Elliance site.

Click here to see the latest image on the life of an article on the web.

Free Local Search Marketing Workshop

We will be offering a free search marketing workshop on November 12th for business owners in the Los Angeles area. We will be covering the following topics: blogging, local search engines, social bookmarking, and ways to monitor your business on the Internet

Lunch will be provided along with FREE blog hosting and setup for all attendees.
Please click here to RSVP and find out all the details. We look forward to seeing you!