Pay-per-click (PPC) and social media are very diverse digital marketing approaches. While pay-per-click (PPC) is based on immediate calls-to-action via push marketing, social media is based on brand awareness via pull marketing. Use this to your advantage. Utilize paid search data and metrics to strengthen and support social media marketing efforts. In this sense, they really do work hand-in-hand.
First, remember to stick to the 80/20 rule when creating content for social media channels. This content should be 80% thought leadership, tips, industry news, resource shares, etc., while only 20% of this content should be promotional.
Social media is no place for... Continue Reading »
A well thought out SEO strategy is contingent on exhausting all outlets of knowledge in the initial phases of the organic search effort. This means mining through competitor data points to assess how they have reached success but also utilizing data from your own marketing efforts to assess what your avenue of attack should be as it relates to SEO. A sound SEO campaign begins with keyword research and a review of analytics to determine what terms are of value today and that have historically brought quality traffic to the site. Aside from reviewing successful organic terms to not lose... Continue Reading »
Spring breeds new techniques and opportunities for Internet marketers, particularly in the area of paid search (aka PPC). Google and Bing have added additional functionality in both ad formats and targeting. These new features should make managing and testing your campaigns a lot easier. With the explosion of mobile traffic across smartphone/tablet/laptop/notebook devices these new features could not have come at a better time.
With cost per click consistently rising year over year, marketers must find unique ways to maximize and convert each click. This means being in tune with your customers and their browsing and shopping habits, as well as... Continue Reading »
Whether you’re in the process of building links or getting a campaign ramped up, chances are you could stand to take some time to look at improving your link campaign. If you’re looking for some inspiration or need some insight on how to improve your links, I suggest taking a look at your PPC for some insight.
Evaluate Landing Pages
One item that is taken into consideration managing PPC is the landing page you’re sending visitors to. It’s highly recommended you send users to a specific landing page associated with the phrases the ad is targeting. Pointing every ad at the homepage... Continue Reading »
It’s now the month of love. While most of you are making floral delivery plans, securing dinner reservations, picking up chocolates, cards and more for your significant other, don’t forget to show your online marketing initiatives some love too.
Ensuring that your digital marketing campaigns are in tune with the season is best practice for optimal performance. Starting that wave early is one of the most optimal strategies we recommend to all our clients. Why wait until the last minute to start running your Valentine’s Day ads and romantically decorated landing pages? By that time you’re too late. Advertisers must understand... Continue Reading »
As we near the end of the year, most marketers are taking a cursory look at their paid search campaigns and deciding whether they can sustain or must increase their budget for 2013. Another group of marketers, however, is getting in the weeds and taking a hard look at their PPC campaign performance. They are taking a deep dive into all aspects of the campaign from the campaign structure to the creative. They are comparing their tactics and landing pages to competitors and finding opportunities to increase results with less money.
David Szetela is a paid search marketing consultant, national speaker... Continue Reading »
For the last few months, the Vizion team has had the pleasure of beta testing the new Multi-Channel Funnel reports in Google Analytics. After a good amount of time digging in and testing out the different reports, we are ecstatic about the new insights gained thus far. So much, we can hardly wait for them to be released to all accounts which should be rolling out any day now. These new reports will fully benefit all the accounts measuring conversions. The insights gained from knowing which marketing channels are in the mix will be instrumental in helping clients fine tune... Continue Reading »
Many of us know the different styles of targeting that you can implement with your Google AdWords campaign. The options that you have had so far is: broad, exact, phrase and negative. Let's recap on what these are:
Broad match: Allows your ad to show on similar phrases and relevant variations.
Example: Red Shoes
Phrase match: Allows your ad to show for searches that match the exact phrase.
Example: "Red Shoes"
Exact match: Allows your ad to show for searches that match the exact phrase exclusively.
Negative match: Ensures your ad doesn't show for any search that includes that... Continue Reading »
At this point in time, it has been estimated that one out of three search queries from smart phone users are looking for a business local to them. The advantage for the local business is that the user is nearby and that the searcher is looking to take action pretty quick. This frontier of search is still new, as this medium of search is on the rise.
A couple tips to optimize your experience with mobile search...Ensure that your business listings can be found easily on Google.com and on Google Maps (if you are a local advertiser). Simply creating a Business... Continue Reading »
Google just rolled out a new program out to all AdWords users today that will allow advertisers to target ads at "users, based on their past interactions with your website." This new remarketing feature will have great results for advertisers when used properly.
So what exactly does this new retargeting feature do? According to Google:
"Let's say you are an online retailer who sells printers and TVs. You can show TV ads to those people who visited the TV section, and you can cross-sell, up-sell, and promote other relevant products: surround sound systems or DVD players, for example.
Here's... Continue Reading »
If your paid search manager suddenly fell off the face of the Earth could you pick up where they left off easily without having to contact anyone for logins?
Steps to make sure you can answer this question with yes.
Create a master login that has administrator access that will allow you to log into each account.
Make sure you can remove the login access of the current person managing the accounts, just in case your paid search manager fell of the Earth on bad terms.
Have your paid search manager create a master list of links and logins for all current accounts across... Continue Reading »
Upon the new release of the Google Adwords interface, you can see that it comes complete with 'Opportunities', including suggestions on keywords that could be added to your campaigns. At first glance, this seems to be nothing unique. Google has always given us free keyword suggestions, right? It seems that they simply put the keyword tool in the API to save us the step of going to our Favorites folder (or typing it into the browser). Well, there is a little more to it than that. The new API gives you an option that reads 'Increase traffic with these keywords'. You ... Continue Reading »
Have you ever gone through all the phases of setup with your Google campaigns- geo, bid amounts, daily budgets, etc. and then come to find that your Quality Score has already been assigned? This isn't the way I originally pictured the Quality Score to work. It should gather data relative to your specific campaign/ adgroup/ keywords/ landing page and then assign a score, right?One factor that I left out above is the CTR (click-through rate), as that's one of the most important factors when Google is determining the Quality Score. This led to my curiousity as to why my leywords ... Continue Reading »
Ever since Bings launch, I have used it some, and my experience with is has been pleasant. News reports state that it’s the fastest growing search engine. Currently, it only holds about 11% of the search marketing industry. Google is still at a whopping 65%- but Bings growth has averaged (month to month) about 20%. This is phenomenal.
Bing has put alot of focus on ‘Bing Travel’. A nice shortcut to finding great deals, which seemingly seems... Continue Reading »
This week I got to analyze PPC landing pages with a client and I had an absolute blast. There were two pages that stuck out from the others. Both pages were very similar in content. One was a little more serious and had somewhat negative content as a deterrent for unqualified leads. The other page was more open and friendly. They both had the exact same call to action.
The interesting fact is that the page with the more negative content is outperforming the other page. The page designs are only slightly different; the negative page has bolded bullets. Always remember... Continue Reading »
When running AdWords reports one of the challenges when looking over geographic performance is that you are limited to only reports on a daily unit of time. I will show you how you can use Excel to group the daily data into a report you can really use to help optimize the geographical areas you are targeting.
Step 1: Create a new report from the reporting tab.
Select Geographic Performance for the report type. Next select the level of detail you want to view under the settings. For this example I’m going to select Account level. Now here is where you will... Continue Reading »
It was an early Christmas gift from Google for all of us local search marketing geeks out there. Thanks to folks at Google Local Business Center, local businesses now have the opportunity to dig deeper into the performance of their Google local listings via a listing performance dashboard.
While this may not be new to those who were able to first explore this offering beginning June 2nd, I just received access to it and I am extremely happy with it. I think that the information made available is insightful, actionable and paints a great picture for how your local listings are... Continue Reading »
We are proud to officially announce that Vizion Interactive has recently become a Googleâ„¢ AdWords Qualified Company.
Vizion Interactive previously held the certification of Googleâ„¢ AdWords Qualified Individual. We have recently taken efforts to further the PPC (Pay Per Click) education and pay-per-click knowledge-base of our staff to better meet the needs of our clients-- and to excel in the evolving world of search engine marketing.
I recently spoke with Glenn Boswell, one of our PPC experts:
Besides being a full-service interactive marketing agency and a leader in Search Engine Optimization, I am really excited at where we are heading ...
Continue Reading »
The effects of the present recession are beginning to be felt in marketing budgets across the online space. Some clients are withdrawing from traditional, but less measurable, advertising methods to place their marketing dollars in online channels. Others have seen a general drawback and are reducing PPC and CPM budgets overall.
Despite the temptation to withdraw or reduce online budgets, the volume of searches performed is still showing strong growth. People are using search more than ever, putting your online campaigns front and center in your marketing mix.
So how do you keep your PPC efforts strong when the budget gets... Continue Reading »
A new June 2008 survey of 1243 Internet users reveals that consumers expect to reduce their overall spending in 2008. However, the respondents said that they will be decreasing their offline spending and not their online spending.
This new survey was commissioned by LinkShare and was conducted by JupiterResearch. The study found that four out of five consumers surveyed believe that the US is in an economic recession, but the internet is offering relief to some shoppers.
This survey distinguished two major segments of buyers, the influencers and the engaged shopper. The influencers are considered a key shopping... Continue Reading »