The world is changing. The evolution of technology is giving people the opportunity to do extraordinary things. We’ll share how Google is evolving alongside this changing world, in the way it thinks about its brand and its marketing.
The Zero Moment of Truth: Reaching Customers When It Matters
Director of Agency Development, Google
Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. We call this the Zero Moment of Truth, and we’ll share how this changes the way businesses reach their customers. We’ll talk about reaching the right customers when it matters, with the right message, using Google AdWords.
Working and Winning with an Agency: A Fireside Chat
Head of Channel Managed Agencies, Google
We know small businesses can be hesitant about spending with an agency. We’ll discuss best approaches to working with an agency and what resources the Google is providing agencies to help their clients succeed.
Landing page optimization is important for organic, paid and mobile search. Here are some tips that will pretty much always be relevant for optimizing a landing page:
1) Think fast: Is your landing page loading fast enough? A slow loading page/site can deter potential customers from returning to your site. Use tools like Google’s PageSpeed Insights and Mobitest to see the improvements you can make.
2) Add user-generated content: Testimonials are an easy way to add an element of trust and reliability. Check out some more ways to earn visitors’ trust.
3) Easy to find contact information: Having prominent, easy to read numbers and click-to-call options is a must-have, especially for mobile landing pages. A Google study in 2011 shows that 61% of mobile users call after a local business search. This also means having short and easy to fill out contact forms.
4) Test everything: A/B testing, in-page analytics, eye tracking studies, surveys, and even focus groups. There are many different ways (for different budgets) to test the effectiveness of a landing page. It’s crucial to update landing pages and look for ways to make them better.
5) Don’t over promise – This doesn’t necessarily mean lying but the content needs to have a clear focus. When customers click and land, they should get what you’ve promised. Having a clear call to action with related headings, sub headings and bullet points make it easy for customers to find what they’re looking for and will likely increase their on page time and even encourage them to make the conversion.
A recent report by Borrell Associates shows that small business spending for social media marketing is growing. But you don’t need a fancy study to tell you that. The interesting part of this article is that more small businesses feel that social media is a more important marketing channel than paid ads. Some experts have put these two findings together to predict that small businesses are going to be willing to spend more on social media marketing than paid search in 2012.
Why Spend More?
As some comments in the article suggest, the findings do not break down what “spend” really means. Does this consist of training, set up, consulting and other fees? And what do you plan to do with these assets after your accounts are created? As social networks become more popular, it’s also important for small business owners to have a good idea of the ROI on their investment for social media. Putting money into a marketing strategy without proper research or followup doesn’t guarantee success. In fact, investing the same amount into a paid search campaign may be even more productive for your business. There is no “right” answer and you can even choose a mix of both.
Choose an Effective Strategy
A growing demand and interest in social media can be overwhelming as you try and decide what is best for your small business. The answer isn’t easy, which is why an experienced marketing firm can help you evaluate all your options with a budget and resources that will fit your need. There is no set guideline for an effective social media plan, which is why experience and industry insight can give you a better idea of what to expect in your specific case. Contact us for a free consultation on how a social media campaign can help your business today.
Yahoo! always seems be overshadowed by the giant that is Google, so it’s good to see something new from them.
Yahoo! Search Clues allows users to search keyword trends over time. You can also see demographics such as: age, gender, income and location. Pretty neat right? And it can definitely come in handy on your PPC or SEO campaigns.
I think the visual comparison between PPC and SEO is cool and probably accurate. Don’t you think? SEO is more of a consistent and long term tactic while paid search can fluctuate depending on different factors.
Since Google Instant launched, there have been concerns that long tail searches won’t be as beneficial to SEO and PPC. Let’s take a look at what is affected and why:
What is ‘Long Tail’?
As this dino-graphic shows, generic keywords are more likely to yield a large volume of general search results. But if you get more descriptive with the keywords you’re searching for, you’re more likely to get specific results and find what you’re looking for. Example: searching “hair salon” versus “kids hair salon in los angeles”.
When you use broad, generic keywords, this means that you’ll have a lot of competition. In the SEO world, this means that it will take a lot of time and effort to be a viable competitor. When it comes to PPC, this means that you’ll have to bid more in order for your ads to show up at the top of corresponding search queries.
When you concentrate on your niche business with long tail keywords, it makes it easier to succeed. Or at least, that was the point until Google Instant came along and “killed” the long tail.
The Google Instant Connection
In addition to making things more complicated for SEO and PPC, some believe that Google Instant is also making searchers more lazy. But is there any substance to these claims? One thing is for sure, Google Instant is changing the impressions game. Did you know that if a user stops typing on a particular keyword and results are displayed for a minimum of 3 seconds, that counts as an impression even if they start to type again. Boo to slow typers!
Check out this search for “hair salon”. If I’m searched for a salon in LA, why would I type any further? I would simply click on the suggested term.
The argument for paid search is that people would stop bidding for long tail searches since they would benefit more from broad terms, such as this. This means high competition, high prices and more money for Google.
What do you think about Google Instant and how will it affect SEO, and long tail when it comes to paid search?
Listened in to a webinar this morning with Corey Carrillo of Intel Corporation and Craig Macdonald of Covario about Paid Search and Big Brand Marketing: How Intel Coordinated Search Into a Global Ad Campaign. Most of the time, I find that big corporate presentations are kind of dry because they only cover really general topics and give broad details.
Anyways, Corey admits that Intel is lacking in their brand power presence when compared to Dell or HP. They began an overhaul of their advertising campaign which portrayed their engineers as “rock stars”. Across video, online, email and other advertising platforms, Intel used the same format with familiar characters. This gave their new image a consistency. I personally like these new ads and how consumers can relate.
Consumers seemed to enjoy these ads and found them entertaining. BUT… when directed to the landing page, customers quickly bounced. Like we’ve talked about before, this landing page looked really cool and was flash based. From the consumer point of view, it was too slow loading and they weren’t finding what they were looking for. After a simpler revamp, Intel’s ad campaign improved. They tested, measured and learned from their mistakes and it’s something we all can learn from.
As Corey reminds us the 3 most important things he considers when it comes to a paid search campaign:
ad creative used
Lesson learned: Integrating your SEO and PPC campaigns are easier said than done, especially for big corporations.
We’ve been working on improving our client’s Google Quality Score for our paid search clients and we recently asked our dedicated Google team the following question:
How long does it take to improve the Google Quality Score?
For those of you who are new to paid search, Google now provides your ads with a quality score. The above link goes more into detail if you’re interested. In short, Goolge wants to make sure that they’re providing relevant ads for the search and will reward you if your ad and landing page relates to the search phrase.
Here’s the response from Google:
There really isn’t a set time frame. All we know is that changes to Quality Score will not happen immediately. The system may take up to a few weeks to reassess the keyword’s Quality Score in the context of the ads and landing page. Please note that during this time you may see stronger fluctuations in Quality Score than usual, as the system processes the new information.
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.