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    AdWords

    5 web design & SEO tips from the world of PPC

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    Many view the worlds of Pay Per Click Advertising and Search Engine Optimization as opposites. While they are certainly very different, the goals are similar: bring eyeballs(with wallets) to your site and make it easy for them to buy.  Here are 5 tips to improve your SEO based on lessons from PPC. 1. Converting keywords Some keywords convert into sales better than others. Use your analytics to discover which keywords are bringing you sales, then target them with your SEO campaign. PPC(Pay-Per-Click) ads are a wonderful testbed to discover those converting keywords if you are pressed for time. 2. Your title and metadescription are your ad When composing your titles and metadescriptions, remember they will be shown in the search engine result pages. It’s like having an advertisement to click, but without Google’s AdWords rules. Always remember you are competing against the other pages in the SERPS(Search Engine Result Pages) – who will get the click? 3. Landing pages It’s great to optimize for your homepage, but setup some (even more relevant) landing pages and be sure they get some of the inbound links you are building. 4. Optimize landing pages for different steps in the buying process As visitors reach your site, think about what step they might be at in their buying process? Are they conducting preliminary research?  Give them links to bookmark your content, send it to a friend, or signup for your newsletter.  Is their search so specific that they are probably ready to buy? Now is the time to wave the free shipping! 5. Split Test Internet marketing is measurable. Why not setup split tests when you design your web pages? Create a couple of similar pages(avoid duplicate content) and use your analytics to measure performance. When your sample size tells you which one is better, adjust the worst of the two and measure again. Or create a third page. Hey, why not? HMTL is still free.

    4 Google Adwords Tips: Save money by excluding visitors

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    Google Adwords opens your advertisement up to a vast audience. Sometimes it’s an audience that is a little too vast. You can save tremendous amounts of money on adwords by excluding the wrong audience: 1. Exclude surfers during the wrong time of day If your product or service is primarily marketed to businesses, be sure to turn off your ads during off hours. Business products and services are only sought during business hours, and there is little need to show ads in evenings and on weekends. 2. Never use broad match Broad match can be a horrible waste of money. If your broad match is for red widgets, your ad will come up in searches that include the word red, and searches that include the word widgets. With so much of the wrong traffic – searching for red gadgets, red ipods, etc. – there are bound to be costly clicks upon your ad. Instead of using broad match, use phrase and exact match. This will help save your clicks for visitors that might actually buy your product or service. 3. Exclude keywords that are unrelated For most any product, you can exclude some keyword. If you sell boats, you should exclude the word “toy” from most of your ads. Be creative, search Google and look for negative keywords. 4. Exclude other countries Make sure you are not showing ads in other countries. Some continents are also notorious for being involved in PPC fraud. More tips to save money with Google AdWords and Yahoo Search Marketing! Get Joy Milkowski’s “Amazing Results with Google AdWords” course – it pays for itself! Or you can continue throwing extra money to Google. 🙂

    Bidding on number 3 Ad spot probably your best bet

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    I recently say another analysis showing that bidding for the number 3 spot  is the best use of money. Brandt Dainow, CEO of ThinkMetrics, after reviewed three years worth(1500 keyword sets!) of click-through trends and found the click-through rates (CTR) were virtually identical between ad positions 1-3 in his campaigns. Others disagree, but in our testing (limited, not 1500 keyword sets!) we have found the same result: positions 3 and 4 are your best use of money. (In most cases. Your mileage may vary. Other standard disclaimers here. Banned where prohibited.)