PPC Landing Pages and Quality Score

Google quality score
Have you heard the recent news about pay per click landing pages and how it affects your Quality Score?

Google recently announced some changes they are making to determining Quality Score. After some previous testing in Latin America, Google liked what they saw. These ad quality improvement updates will start rolling out worldwide.

If you take a look at the image to the left, you can see all the different components that make up Quality Score. Google’s recent update means the quality and relevance of your landing page will play a bigger role in determining your Quality Score.

Why?

Although it seems like a canned response, Google’s goal of these making changes is to “improve user experience.”As businesses try to adapt to these changes, they will also be improving their PPC ads to make it easier to find what they’re looking for. In other words, they’ll be doing things that they should be doing in the first place! This means:

– Having original content that is relevant to the user
– Being clear about the nature of your business, customer interaction and your intention of what to do with visitor information
– Having a fast loading and easy-to-navigate. Pop-ups and pop-unders should be kept to a minimum!

If you need more help with your Quality Score and PPC campaign, here are some helpful “Tips for Success” on how to improve your Adwords results posted by Google. Or you can contact a PPC company that is Google Adwords qualified, like Emarketed, today!

What to Look for in a PPC Company

Los Angeles PPC companyBefore you hire a PPC company or consultant, you should be comfortable and have a general sense of what you want from paid search. Choosing any type of online marketing for your company means that you are making an investment, so do you research ahead of time. Here are a few factors that you’ll want to look into before choosing someone to handle your pay per click campaigns:

ExperienceHow long have you been handling paid search campaigns? What type of customers or industries are you familiar with? Are you an Adwords qualified company? These are all important questions to think about. Every industry is different and for many small businesses, the sectors can be competitive. When it comes down to keeping on budget for a price per click on a daily basis, experience counts.

Costs and Budget – Someone who is inexperienced in handling different types of paid search budgets can easily make a mistake. These oversights can add up really quickly and get expensive real fast. That’s why it’s helpful to have a company who is dedicated to monitoring your PPC account throughout the day and ensure that you won’t go over budget. You might have a set amount that you’re willing to go over budget if you’re getting good, relevant clicks/calls. These are all crucial things to discuss with your PPC manager.

Keyword Research – Choosing the right keywords is SO important in PPC campaigns. You can’t just throw around broad and general terms that you might incorporate into your organic campaign. If your keywords aren’t relevant and your ads get a lot of impressions but few clicks, this can decrease your overall quality score. Make sure to ask your PPC manager about optimization and testing for different pay per click landing pages to see which ones works best.

Communication – Don’t be afraid to ask your PPC company about their track record and what can they do to improve your campaigns. Find out if they attend any events or webinars to keep up with the changing industry. Most of all, make sure that they are ready and willing to answer any questions and comments that you have regarding your account. Search budgets can change with a moment’s notice and it’s important to have a company who is on your side.

If you have any questions about pay per click or would like to see if it can help your small business, don’t hesitate to contact us today!

Read more about PPC campaigns with these helpful articles:
25 Tips For Giving Your PPC Campaigns a Boost
Find your audience with the Google Display Network
Google +1 Is Changing the Face of PPC. Are You Ready?

Google Study: Paid Ads Do NOT Cannabalize Organic SEO Clicks

Do I have to choose between SEO or PPC?

This has been a popular question that has been highly debated. The theory is that if you choose the same keywords for targeted SEO and PPC campaigns, your efforts will work against each other and you’ll lose out, either in paid or organic search. Cannibalization is the term experts use when SEO and PPC compete against each other… this means wasted time, money and effort – especially when paid search is involved.

Surprisingly, a recent study of 400 campaigns by Google shows that 89% of the traffic generated by paid ads is not replaced by organic clicks. Overall, this means that paid ads did not steal clicks away from organic results in this sample.

Of course, this all depends on your industry and you could see stronger results using SEO and PPC or just one method. If you hear anyone make generalizations about using both methods without analyzing your keywords and business, it’s safe to be on the skeptical side.

For example, if you’re ranking high (or are number one) for a keyword, it probably won’t be helpful to focus your efforts on trying to get to the #1 spot for PPC as well. Instead, the benefit of PPC is that it can give your business better exposure for key words that you’re not ranking so high for organically.

Let us know if you have any questions about whether SEO and/or PPC is right for your business and we’d be happy to help you out!

Facebook Ads Gone Wrong

bad Facebook ads

What’s wrong with these ads? A LOT, considering that I’m a 23 year old female.

It’s no wonder Facebook ads aren’t wildly successful. I stumbled across this article where a small business owner ran up a bill of nearly $300 in Facebook ads for “nothing”.  Perhaps, Max got it wrong when he assumed that simply creating an ad will generate customers or even calls. Take this as a lesson before you attempt to create a Facebook ad campaign. Here are some takeaways:

Targeting the right demographics: These ads clearly got it wrong when it came to consumer demographics. I’m pretty sure they wouldn’t willingly advertise dentures or hip replacements to me. So it’s either a) they don’t care b) they didn’t bother to specify the demographics. From age, location, interests, you can specifically target how your ads show up.

Keep an eye on your budget: Don’t be a Max. Setting up an ad campaign for the first time can be complicated. If you’re just starting out, make sure to set a daily or lifetime budget. I’m sure if Max did this, he wouldn’t have ran up that $300 bill. Also pay attention to CPC (pay per click) and CPM (pay per 1000 impressions).

Review feedback and consider other alternatives: Facebook ads are known for having relatively low CTR (click-through rates). This means people aren’t interested in ads on Facebook or you just have bad ads. Perhaps, if you have a small business, you’ll benefit more from pay per click ads or even free means of promotions.

In the end, I think Facebook ads work best to get people to Like your Page. If your Page is engaging and has a lot to offer, people will click Like as if it were a badge of honor to show off to their friends. Looking for computer repair services in a certain area? Not so much… What’s your take on Facebook ads?

5 Pay Per Click Advertising Questions Answered

Emarketed pay per click advertising PPCAre you interested in learning more about how your business can benefit from a pay per click campaign? Join our PPC manager, Dillon Zachara, as he answers the top 5 questions about pay per click advertising.

1) What are some advantages of having an agency manage your PPC campaign rather than doing it yourself?

One, search agency’s have already gone through the process of finding certified professionals that have the skills to optimize and manage a PPC campaign in a way that will maximize business opportunities. An agency also has dedicated representatives at the major search engines that can be contacted directly and quickly when technical issues arise. Finally, web marketing agency’s generally have more resources and tools for research available than individuals do, leading to a higher quality ad campaign.

2) What are the top misconceptions that people have about PPC?

The top misconception is probably that you can just choose a bunch of keywords, toss them in one ad group and one campaign, write an ad or two, and let it run without tweaking it. While this may seem obvious to some who’ve done work with PPC, it isn’t known or practiced by many newcomers to the trade.

3) Tips for creating effective PPC ads?

Ad copy is incredibly important and often gets overlooked. Always A/B split test ads, having more than one running to test for the optimal copy. Everyone managing a PPC campaign should also look into new developments, such as adding addresses for local ads and sitelinks in ad copy. Also with mobile searches becoming increasingly popular, always add a phone number and enable the click-to-call option. Finally, make sure your landing pages look great, otherwise your money is being wasted on a click that won’t convert.

4) What are some common mistakes inexperienced marketers make regarding PPC?

In general, I would say the most common pitfall is just not checking a campaign enough. I like to look through what is happening both in Adwords and Analytics at least once/day for each campaign. That doesn’t necessarily mean that changes should be made that often, but each time the stats are analyzed, a bit more information is being gathered in order to make the correct change/adjustment when necessary.

That pitfall can go the other way too though, where businesses make way too many changes and don’t allow a campaign to find it’s ‘sweet spot’. PPC is all about finding the right balance between keywords, bids, ad copy, running times, and geo-targets. If you make a change and then undo it after only 20 clicks or so, you’re not letting the affects of that change be realized.

5) Favorite and least favorite aspects of PPC?

My favorite aspect of PPC is the amount of control and flexibility you can have over what is happening within the campaign. I love being able to change who sees any particular ad in a matter of minutes. Close after that, my next favorite aspect is the detail and specificity that you can get with reports in PPC campaigns. I also really enjoy monitoring the constant upgrades and changes in the industry. Right now is really an exciting time for PPC search advertising!

My least favorite aspect would probably be the fact that you can’t physically see who is clicking on an ad. Obviously this won’t be changing anytime soon, but the lack of personal interaction can be a little frustrating.

Learn more about how PPC consultants can help your business today. Dillon will be more than happy to answer some of your  burning questions, so feel free to ask!

Search Marketing During a Recession


Think Positive

What should you do when it comes to your search marketing efforts during a recession? Many marketers believe that search marketing is somewhat recession-proof, but it pays to do your own research. It may be too soon to tell, so it doesn’t hurt to do some analysis. First, talk to your peers and ask them how business is going. You can learn a lot from their personal experiences and networking is always a big plus. Keeping up with the latest news means that you won’t get left behind during the next economic upturn. Things may look slow in the meanwhile, but don’t be easily discourage. Innovations like Google Wave or advances in mobile search marketing thrive during times like these!

Recession Dos

Invest: Whether it is time or money, experts suggest that a recession is a time to invest more into search marketing efforts. Why? Competitors may significantly cut back on their expenditures, so that leaves room for you to take advantage of an open market.
Think “Free”: Take advantage of free help that can come from link building and social networking. These efforts take more time than money and will improve the results that you’ll see in the long-run. You can also take time to give your website that much needed makeover.
Organize: Regardless of the economic conditions, a well-organized business always runs more efficiently. Keeping track of what you cut-back on or increase will help you easily make changes and see results.

Recession Don’ts

Don’t carry on as normal but don’t be afraid. Does that make sense? It is foolish to think that the recession doesn’t have some impact on a part of your business. Disregarding external factors is not beneficial and you won’t learn anything new. The worst thing that a business can do is to cut costs in blind fear. If you cut back or eliminate new content and a paid advertising campaign, why would you be surprised if your business suffers? It’s time think smarter and you can take these tips with you as you move ahead.

PPC Negative Keywords: Maximizing the Positive Effect

Just this morning, we sat in on a webinar titled, “PPC Negative Keywords: Maximizing the Positive Effect”.  It was hosted by Marin Software and Ken Jurina, the co-founder and CEO of of Epiar, Inc.  Here are some of the gems we plucked from our experience – some we know, but some of it was a kick in the pants to spend more time thinking negative.

Negative keywords instruct search engines to not display your ads, decreasing irrelevant queries, impressions and most importantly clicks and spend.

An interesting reverse logic idea that was mentioned: you may want to consider using negative keywords for legitimate terms.  Maybe these terms are spending a lot of money and bringing lots of traffic but they are expensive and converting poorly.  Other great reasons to use negative keywords are:

  • Expensive conversions
  • Expensive clicks
  • Limited budget
  • Bad brand association
  • Not relevant for the user
  • Quality improvements
  • Lowering costs

An important, sometimes hard to find tidbit for each of the search engines is:  What are their negative keyword limits?

  • With Google – 10,000 negative keywords in Ad Campaign or 5,000 at Ad Group Level
  • With Yahoo – 250 negative keywords at Ad Campaign Level or Ad Group Level
    • Singular term covers plural and misspellings
  • With Microsoft adCenter – 1024 character including spaces and commas
    • Campaign, ad group or keyword level

A major lesson seemed to be that ultimately, a combination of exact phrase broad and maximized negative keywords is the best way to target paid search.  Keep in mind that negative keywords have no impact on exact match terms.

So – I’m sold on the idea of switching to more broad and phrase matching and adding negative keywords to all of my accounts.  After adding broad and phrase match and negative keywords, what can I expect?

  • Your ads will now appear on the relevant long tail phrases
  • Your ads will get better exposure to better prospects, which means increased leads and increased revenue!
  • You can now advertise on long tail phrases where your competitors dare not tread, meaning more cheap clicks for you without the dangers of broad match.
  • Once your ads get impressions deep into the long tail phrases, your advertising reach may double, triple, or more!

OK – great, now how do I build these lists?  What tools are there for me to use?

Manually, using intuition and industry knowledge.

Scan through past referring phrases that did not convert, had bounce rates or were trash

So – In the end, negative keywords is a simple concept, important part of every campaign and can according, to today’s webinar, save up 20-40% on spend.  Wow, that’s a “no-brainer”.

The Debate Between Paid and Organic Search Results

When it comes to paid and organic search results, many experts have their opinions on which is more effective. Many studies have shown that Internet users are more likely to click on the first few organic search results than the pay per click advertisements. This does not mean that PPC ads are without benefits. So, why does one have to be better than the other? Most industry experts believe that it is important to focus efforts on both paid ads and organic search in order to maximize your gains.

It is important to understand the relationship between paid ads and natural searches. Together, they can build a strong foundation that your company cannot be successful without. In the short run, a paid ad campaign is beneficial because you will receive traffic almost immediately. With PPC, you can control the content of your ads and quickly make changes. On the other hand, organic search marketing is a tedious task and it may take many months before you see any results from your efforts.

Even though this strategy may not work for everyone, it is crucial to understand the synergy between these two approaches. Research has revealed that showing up for paid and organic results increases overall click through rates. Although natural results may get more clicks, they receive even more traffic when paired with an ad campaign. Also, paid ads get more clicks when you also show up in the organic search results. Not only will the number of clicks increase, but studies show that both efforts will help increase page views, conversions, quality of the visitors, and time spent on your site. So, before you make your final decision on what to focus on, don’t overlook the benefits of using both paid ads and organic search results!

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.

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.