Google Event at Emarketed Office!

Do you love Google?
Does Google love you?
Join us next Tuesday March 5th at 10 am for a talk broadcasted live from Google Headquarters.
We’ll be providing food and have room for 20. Please RSVP.  We’ll hold a bagel for you. :)

Click here to reserve a spot.

Event Agenda

Live-stream starts at 10 pm PST.

Keeping Up With the Evolving Digital Landscape

Lisa Gevelber,
VP of Americas Marketing, Google

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

John Nicoletti,
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

Bickey Russell,
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.

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?

Emarketed to Attend 2011 Google Agency Summit

googleplexImage via Flickr

Exciting news! Emarketed has been invited to the 2011 Google Agency Summit at the famed Googleplex headquarters in Mountain View, California. We will be attending this all day event, which will take place on Wednesday, September 28th. It’s sure to be filled with the latest and greatest internet marketing news.

Along with many other search marketing firms, we’ll be there to learn about current online marketing strategies and trends. We’re also looking forward to staying updated on important aspects of :

- Pay per click: How to increase ROI on PPC and dispelling AdWords myths.
Social media: Discovering more about YouTube and the potential of social networking sites
Mobile: Optimization that helps find new consumer segments

Stay tuned for our blog post review after the summit to read about our visit and feel free to comment if you have any questions/topics that you’d like to learn more about. We can’t wait!

Online Marketing and The Minor Details

The devil is in the details. We’ve all heard this saying before and it can relate to online marketing in so many ways. What this idiom means is that it’s the small details that can often make a relatively simple task more difficult and time consuming. As you look closer, there are more things that can be worked on and you’ll understand why an internet marketing campaign can always be changed and made better!

Here are a few minor but important aspects of online marketing that can be easily skipped over or even forgotten:

  • You only focus on optimizing for Google – If you completely skip out on Yahoo and Bing, you’re missing out on a smaller but still very important demographic. Ranking well on these sites will help your business if you’re struggling on Google.
  • You ignore free, local resources – I went kayaking at a local rental place after seeing good reviews on Yelp. However, I was surprised to see a comment by a customer stating that the address in the listing was wrong. This means that the business has not claimed the listing or bothered to correct this mistake. When resources like this are free and you’re already receiving numerous positive reviews, it can only reflect negatively on your business if you choose not to be more involved.
  • You focus too much on organic rankings – Search engine rankings can be volatile and unpredictable depending on competitors, search trends and even holidays. I’ve known people who obsess over their rankings on a day-by-day basis – as in yesterday I was number 2 but today I’m number 3, what happened? This is not an effective way to gauge your progress and your efforts can be more helpful to your long term brand presence in organic searches.
  • You always use exact keyword matches – It can be tempting to always use exact keywords when linking in anchor text. But with the Google Panda updates, Google is on the lookout. This mean that you can be penalized for excessive exact match anchor text. The bottom line is that Google wants more natural linking keywords that are actually helping people instead of just appeasing their Google bots.

These are just a few things I could think of at the top of my head at the moment and the list is never ending. Even if you don’t have time to sit down and digest all the details at once, it’s good to go over what you can from time to time so that you have a clearer view of the bigger picture. Don’t like the minor details overwhelm you!

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!

Tracking Site Speed for Landing Page Optimization

load time

Did you know that Google Analytics gives you insight on Site Speed? Pay per click marketing is all about effective landing page optimization and this feature can help tremendously with understanding how to improve your PPC campaigns.

While we’re all so concerned about the type of content and calls to action on landing pages (and rightfully so), it’s also important to consider the role that page load time plays into your PPC campaign’s success. In the end, this will affect the user experience so that they stay or bounce away.

Looking at Site Speed data will help you get a better understanding of how page load times can affect quality score. These reports will have a thorough breakdown of what your slowest loading pages are. You’ll also be able to see the types of browser and internet connection your visitors have. If most of your visitors are using Internet Explorer 3 on 56K dial-up, that could be an issue. The best thing about having this information at your fingertips is that it gives you an opportunity to fix problems and create faster loading landing pages that are helpful to your visitors.

If you’ve used the Site Speed report before, what do you think?

To learn more about adding this tracking feature to your site(s) check out this article from Google.
*Remember, this tracking snippet goes in BEFORE the </head> portion of your code.

Keyword Trends on Yahoo! Search Clues

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.

What will you use it for?

Google Instant and Long Tail Searches

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?

Making the Decision to use Broad Match

According to Google, about twenty percent of the queries that they receive on a given day, have not been viewed in the last three months. Some can avoid being part of this undesirable group by using broad match to help improve quality score. Quality score is determined by many variables including: historical performance of your account, landing page quality, and historical click-through-rates of your keywords. First, when you use broad match with Google Adwords, it automatically generates a list of relevant variations of your keywords. Here are some things to consider before using broad match for your campaign:

Benefits of using Broad Match

  • Save time. Instead of spending time building lists or by testing via trial and error, broad match covers all different variations of your keywords.
  • Save money. If an ad isn’t doing as well based on a certain variation of a keyword, the broad match system will automatically stop the ads and search for other variations.
  • Utilize data for trends that you might not see otherwise. Using broad match gives you traffic trends and results from trying different variations of keywords.
  • Help attract more web traffic to gain clicks and conversions.

Broad Match isn’t Right for You

  • An ad campaign for a brand conscious company may not want to stray away from their strict control of keywords; this means giving up clicks in order to maintain the brand.
  • If you are on a limited budget and already spending all your funds on your keyword advertising campaign, broad match may not work for you.
  • If rearranging the order of your keywords will cause a different meaning, broad match may bring you untargeted traffic.

Overall, broad match can help you be successful in getting more clicks. When properly managed, it can be cost effective and help you gain consumer insight about your products and services.

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!