Published: July 15th, 2010
If you want your online marketing campaign to be successful, you have to be a strong competitor within your industry and be fast and efficient in delivering your advertising strategies. Clients often complain that organic SEO requires too much effort and most importantly too much time to see the right return on investment. SEO requires people to commit to an ongoing investment, which may or may not deliver great results. The fact that search engine algorithms are constantly being changed and the lack of clear rules for optimisation activities puts clients in a position where they have less control over their online marketing activities and ultimately less control over their ROI. That’s why I advocate PPC! Here are 5 reasons why PPC beats SEO.
Published: July 14th, 2010
Generating content that is interesting and newsworthy is a popular technique in the world of online PR, especially for SEO purposes. The more interest your articles, blogs and news releases gain, the more likely you are to gain a high volume of clicks, brand exposure and ultimately traffic to your website.
Below is a list of useful ideas that lead to achieving a successful amount of exposure.
Headlines
Keep headlines simple, they are more likely to be picked up and shared with an audience if they summarise the story effectively. Catchy phrases are likely to hold the readers eye and keep them hooked into reading the whole article. There is no point writing a good piece of news which lays dormant because the headline and opening sentence is a flop. An advert makes an impression within the first five seconds, and a news article should achieve the same.
Published: July 12th, 2010
Ad Sitelinks is a new Google Adwords targeting feature for paid search ads that allows you to increase the value of your existing ads by providing targeted and relevant links straight to the right landing pages for users whose search terms have triggered your ad.
Similar to the sitelinks which have been displayed for some time on organic Google listings, Ad Sitelinks gives you the option to display up to four extra destination URLs for users to choose from. This means that you can now provide more targeted options for highlighting certain products or services and create richer, more relevant ads that could improve the value of your brand terms and other targeted keywords.
You will find the option to set up Ad Sitelinks in your Campaign Settings tab. It will appear as “Show additional links to my site” under the “Ad extensions” section. You should remember that Ad Sitelinks is a campaign-level extension, so the links you create should be relevant to any ad within that campaign.
With Ad Sitelinks you can point users to specific information on your site such as special offers or store locators. Ad Sitelinks is great for seasonal businesses – this tool makes it easy to update and inform visitors about seasonal and limited promotions. It also means your ad will have greater visibility and provide current and relevant information.
Another benefit of Ad Sitelinks is the ability to address multiple goals in one ad copy (this is useful for company brand terms). For example if you want your visitors to complete a particular action after they have clicked through to your site, then use Ad Sitelinks to start guiding them to the right page before they have even landed on your homepage. Link to separate goal actions like ‘Request a Call Back’, ‘Sign up for Newsletter’ or ‘Find Nearest Stockists’ and test for the best results on your ads.
Ad Sitelinks can also improve keyword conversion rates – especially on high-traffic, broad terms. We all know how hard it is to predict what customers are searching for when they use generic keywords without wasting money. Using Ad Sitelinks, you can test different ads linked to multiple landing pages. Visitors like to have choice and variety when searching, so conversion rates will be higher if they can access their desired portion of your website quickly and easily.
Google has already released figures that show that Ad Sitelinks can boost your CTRs by more than 30% and significantly improve your Adwords conversion rates. We have already started testing it at Blueclaw and if you have too, let us know your thoughts on this new feature!
Published: July 8th, 2010
The new Adwords Feature, Broad Match Modifier, allows you to create search queries which have a greater reach than phrase match but still allows you more control than broad match. Using modified broad match keywords can help improve your CTRs, attract more productive clicks and conversions at a positive ROI.
Published: July 6th, 2010
Google recently announced that it is retiring the Google Advertising Professionals (GAP) program, originally launched in November 2004, and replacing it with the new Google AdWords Certification Program for agencies managing AdWords accounts on behalf of advertisers. We had previously attained the Google AdWords qualified company status in this program.
We are pleased to announce today that we have attained Google AdWords Certified Partner Status in the newly launched Google AdWords Certification program.
The new company qualification involves more rigorous certification exams to test Google AdWords optimization ability, practical application of knowledge and best practices with both fundamental and advanced-level exams to “highlight competency in search, display, reporting and analysis”.
Please do not hesitate to get in touch if you would like to discuss your Google AdWords campaign.
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