- Keywords: Have the keyword show up in the ad at least one time. Certainly try to get the keyword in the headline.
- Make your Audience feel like your speaking directly to them: Use words like “you” and “yours” to make it appear that you are talking to the ad reader directly. Having the ad contain “you” or “yours” makes them feel special.
- Call Them to Action: Use action verbs like “Save”, “Find”, “Get”, “Shop”, “See”, and ”Take” in the ad description. Better to tell your ad readers what to do. Even better, make the first word in the text an action word.
- Create a Sense of Urgency: Having a sense of urgency in the ad can make the reader act more quickly if they feel like they need to act right away. Use words like “Now” and “Before”.
- Free is Good Thing: If you can use it in some fashion, “Free” has consistently been shown to boost clicks in studies.
- Capitalize Every Word (almost): Capitalizing every word in the ad seems to boost click-through-rates (CTR). Its an old adage that works. However, I don’t recommend capitalizing such words as “and”, “for”, “of” or “in”.
- Showcase your Strengths: If you have a lot of competitors, make notice of your strengths. Include such terms as “Top “, “Most”, “Max”, “Latest” or “Newest”. Doing so can set your ads apart and make them more attractive.
- Symbols: Symbols such as dollar signs and trademark symbols can help your ad stand out.
- Authoritative terms: Use terms that sound similar to what an established entity would use such as “Official”, “Direct”, and “Complete”. These terms imply that a firm may be more reputable and a reader may be more inclined to click on these ads versus an obvious attempt to grab the reader.
- Short Words: Because you don’t have a lot space and because nobody reads more than few words in an ad anyway, you need to get the message off quickly and concisely.
- Try to build a natural link profile and avoid using exact match at least initially.
- Instead of exact match, utilize synonyms and phrases instead
- Incorporate your brand name along with the anchor text
- “web marketing” search volume is trending down
- “internet marketing” search volume is trending down
- “search engine marketing” search volume is trending down
- In January 2011, one client example had almost 4,000 visits resulting from mobile devices.
- In January 2012, that same client example had almost 13,00 visits resulting from mobile devices
Posts by jeffp:
in Pay-Per-Click, Web Marketing
Like the word “Free” in ad copy, Google product listings ads deliver exceptional results.
One question I get asked is “Why are the product listing ads cheaper than my other campaigns?”
The answer is that there are not as many people using PLAs comparatively. This will likely change over time.
Another question I get asked the most is “Where can I see keywords for the product listing ad queries ?”
The answer is - you can’t.
In Google Analytics, the best you can do is to correlate the landing page with the possible keyword that was used.
To see this in Google Analytics -
Click on Overview:
Change your Primary Dimension to ‘Keyword’
and your Secondary dimension to ‘Landing Page’ :
Within your Filter, include your Keyword to exactly match ‘ * ‘ (asterisk):
Hit Apply and now you have a listing of landing pages along with their metrics. See which pages are getting the most visits and which pages have the highest bounce rates.
In the above screenshot, the number 1 & 4 keywords have the highest bounce rates. You don’t know what those keywords are, but you can see the names of the landing pages (blacked out in this example).
At this point, you can try to making changes to the product pages with the highest bounce rates. You can also add negative keyphrases related to those specific landing pages.
Either way, you’ll be happier than you were before.
Tags: google adwords, google products, keywords, paid search, Pay-Per-Click, PPC
Posted in Pay-Per-Click, Web Marketing | No Comments »
in Web Marketing
Forty years ago, downtown department stores were in their twilight years. Suburban malls were sounding the bell tolls proclaiming the death of the downtown stores. Looming in the distance, strip malls and big box discount stores were getting ready to lay waste to the department store.
Retailers were worried then as they are now about the future of shopping. Many predictions from 40 years ago were close to predicting the current state of retailing.
In 1973, President S Donnell of Montgomery Ward & Co stated that “Two way cable television, with its multitude of channels, makes in-home electronic selling feasible. A miniature, up-to-date, flexible and economically practical electronic catalog already is foreseeable.”
Professors Alton F Doody and William R Davidson of Ohio State predicted, “a closed circuit device that will picture merchandise. By pushing buttons the customer can order it and also pay for it by automatically transferring money from her/his bank account to the city wide shopping service.”
Although these predictions could foresee that more shopping would be done electronically, they could not forsee the medium used exactly. Cable and television screens did play a big part but in the form of fiber optic cable and computer screens.
Its true that history repeats itself although in slightly different forms. Former retail giant Montgomery Ward started out as a mail order company. Like Amazon today, Montgomery Ward had giant warehouses across the country to meet order demand. In 1908, Montgomery Ward opened a huge warehouse in Chicago which is now a historic landmark.
But low cost competitors put an end to the mail order business. In 1993, it is interesting to note that Sears Roebuck stopped its general merchandise catalog which is the same year CERN announced that the World Wide Web would be free to everyone. The announcement occurred just as the predictions from 1973 were coming to fruition.
The current state of online ecommerce retailing will meet its demise one day as well. The medium will transform and the costs of distribution will change. If history is any predictor, general merchandisers that carry many departmentalized products will stumble and fall.
In the near future, my prediction is that tablets with speciality store apps will take over the shopping experience. In another forty years, an artificial intelligent agent will do your shopping and manufacture many products to spec at or near your location utilizing 3D printing. Shopping will have then come full circle reminiscient of a time before mail order.
Posted in Web Marketing | No Comments »
in Web Marketing
Hey, I need a female opinion on this blog quote. I need more insight into whether this is true or not:
“Amazon is great when you know what you are looking for. But women go shopping to see what’s new, to be inspired, to fall in love with something. No one goes to Amazon to be inspired. And I defy you to find anyone who says they love browsing Amazon.”
I completely agree. This is why women love Pinterest so much. haha
The online store at Gilt.com looks very similar to Pinterest.
“At Gilt we seduce, just like a great store. Amazon was designed to be functional and reliable and has a great loyalty program. But at Gilt we aim to surprise and delight by making the storefront new every day. Women make over 60 percent of all online purchases. Amazon still looks like it was designed for guys. ”
The way (Gilt.com) it’s laid out is definitely trying to appeal to the Pinterest audience. It’s why Bassett redesigned their product listing pages to look like Pinterest as well. http:
Good point. But the next quote about Amazon belies the visual appeal in favor of the law of one price:
“We’ve seen a number of instances where companies try and differentiate themselves on service,” he says. “At the end of the day, consumers always tend to find the lowest-price outlet, and in this case it generally is Amazon—and until [Best Buy] can narrow the gap, or at least the perception of the gap, the company does face a pretty big uphill battle.”
The conversation raised further questions that I will attempt to answer myself along with some insights.
Question: Why is their so much interest in Pinterest?
Answer: According to cognitive scientist Steven Pinker, “Women are better at visual memory”. In my opinion, Pinterest does one thing really well. Pinterest aids the organization of the web’s flood of visual information in a way that appeals to the individual.
Takeaway: The visual cortex is the largest system in the human brain. Associating online purchasing with lots of positive imagery requires a site that has a unique look and feel for the products that are being sold. Grouping together products around common threads further enforces a “visual memory” that leads to return visits. Gilt.com has a niche and fills that niche with great images. Amazon, on the other hand, follows the same template across many different product categories.
Question: How can an ecommerce site compete with Amazon on price?
Answer: A tried and true method is directing visitors to the fact that there is a limited duration of sales. You can see this on the Bassett website and the Gilt.com website which feature sales predominantly. More importantly, getting ahead of Amazon in the search results with well optimized keyphrases helps put you out in front and a better chance of receiving a higher quantity of search visitors that are looking to buy.
Takeaway: The law of price states that “In an efficient market, all identical goods must have only one price.” Visitors come to your site either informed or uninformed about competitor prices. However, it is very easy to check competing prices with just a few clicks.
This is where search engine optimization, pay-per-click advertising, and social media come into play. Many search visitors don’t go very deep into the search results to find what they are looking for. If your store doesn’t have the lowest price, you stand a chance of losing the customer that is very well informed. But still, there is a nice share of potential customers that don’t take that extra click. According to one study, websites that have top Google results receive 36.4% of clicks. But you will need to optimize, market, and get the word of mouth out about your site to build up branding and capture the lion’s share of clicks.
It is difficult to run an ecommerce store when we live in an age of same-day delivery and applications that can check on competitor prices instantly. Product selections at lower prices can be checked on with a smartphone or tablet. As some online retailers lose their edge as states begin forcing sales tax, price gaps are narrowing even further.
Online retailers need to set themselves apart by offering shopping experiences that put ease, selection, and visual impact at the forefront. There needs to be a “hook”. For example, that hook may be speed of service or customer reviews that signify trust and dependability. Combined with social media, optimization, and pay-per-click advertising, that is a winning combination in the unwinnable price wars.
Posted in Web Marketing | No Comments »
in Tech Gadgets
I own a Lexmark printer and have for quite a long time now. Everytime I go to buy a new inkjet cartridge, I cringe at the price I have to pay. However, I also admire the business model Lexmark has setup. Sell cheap printers and make up the margins on the ink cartridges. Seems like an excellent way for Lexmark to make money.
So, imagine my surprise when LexMark announced its exit from the development and manufacturing of inkjet printers. Why would a company abandon its core business?
What is going on?
Inkjet printers have been hit by the gale force wind of a shift in technology that has turned consumer spending away from desktop PCs and printers. Very soon, tablets and mobile are expected to overtake the PC market.
Posted in Tech Gadgets | No Comments »
in Search Engine Optimization
Google has published some great tutorials on YouTube. Surprisingly, many of the newest videos don’t have a relatively high number of views despite major press regarding the recent Penguin update and new factors regarding search quality.
The videos serve as nice reminders to experts and are very informative for novices. Most importantly, the videos are straight from the horse’s mouth.
I’ve added my two favorites below:
WEB SPAM CONTENT VIOLATIONS
CREATING GREAT CONTENT THAT PERFORMS WELL IN GOOGLE SEARCH RESULTS
Posted in Search Engine Optimization | No Comments »
The following are 10 tips to increase the effectiveness of your ads in Google AdWords:
Using the tips above, you should see the CTR performance in your ads improve.
Posted in Pay-Per-Click | No Comments »
in Google Analytics, Search Engine Optimization
You’d be surprised that you have been looking at your search queries in Google Webmaster Tools and not been aware that many of the queries were for image search instead of the web.
In the past, I’ve gone to Webmaster Tools to check out the recent search queries. Often, I wondered where Google Webmaster Tools was getting its information because most search queries I saw listed were not the same ones I saw in the Google search rankings.
At first glance, it appears that the queries are generating a lot of impressions and hence traffic.
Not until Google integrated Webmaster Tools into Google Analytics did the smoke clear.
To get a better picture of the queries leading visitors to your site in Google Analytics, you will need to take an extra step in Queries under Search Engine Optimization.
Underneath the Secondary dimension, click on Visitors and then click on Google Property.
Look! In this example, most of the top queries are for Image search and not Web!
Unless you are checking out the secondary dimension Google Property underneath Visitors, your Search Engine Optimization Queries within Google Analytics may not be as clean as they should be.
Posted in Google Analytics, Search Engine Optimization | No Comments »
in Search Engines
A little over a year ago, Panda made its debut. The debut was not soon after it was revealed that AOL was prepping to add massive waves of content. A content farm to end all content farms. Panda put a stop to that.
There was speculation as to how Panda may handle that.
As a prelude, the first anchor text action was an end to anchor text boilerplate repetition. And now the second wave has hit. An end to exact keyword matching in anchor text.
There were predictions early on and later some indications that exact match anchor text was going to be a casualty.
With Panda 3.3, exact match anchor text no longer carries the weight it once used too.
There was always the knowledge that varying anchor text and using descriptive phrases in the anchor text was a good thing.
Google could detect indications when a growing link profile was unnatural.
In Google patent - Document Scoring Based on Link-Based Criteria :
“ This indication may be strengthened if the growth corresponds to anchor text that is unusually coherent or discordant. This information can be used to demote the impact of such links.
So ongoing, some techniques to follow with your link strategy:
Tags: Google Panda, seo
Posted in Search Engines | 2 Comments »
in Web Marketing
I checked out Insights for Search and was a little confounded about what I saw for some industry terms.
Take a look at “web marketing” in Insights:
And, according to analysts covering Google’s recent earning miss:
People are becoming more savvy about search marketing. Search behavior is changing and more specific terms are being used compared to a few years ago as searches are becoming more focused. Businesses have recognized the importance of ranking well for their brand name and for relevant search queries.
Check out the trend below for “seo marketing”:
3. Social Media Marketing
No need to explain this one.
In their recent earnings, Google has seen the shift to mobile make its impact. Companies have to adapt as visitor behavior changes. Developing a search strategy that fully realizes the search behavior of your potential customers is paramount in adapting to the fast moving online world.
“Web Marketing” is still stronger than ever but the name of the game has changed. Its become fractured into smaller and smaller sub-segments.
Tags: mobile, seo, Social Media Marketing, Web Marketing
Posted in Web Marketing | No Comments »
in Not Really Computer Related
Excerpt from the book Digital Deli (1984)
Homebrew and How the Apple Came to Be
by Stephen Wozniak
“Steve Jobs was a friend of mine from high school. We were introduced because we had two things in common: electronics and pranks. It turned out that he had a tremendous drive to start a company. He had worked at Atari and had become friends with some of the key people there, including Nolan Bushnell, the founder. Nolan was his idol. Steve wanted to have a successful product, go out and start selling it, and make some money. He also had excellent product ideas for the upcoming personal computer.
To produce the Apple I, Steve and I formed a partnership. We didn’t sell many Apple Is the first year. We built them right in our garage. At first we expected to sell circuit boards at the HomeBrew Club: just put your chips in and it’ll work. Then we got a $50,000 order from a local store and we were in heaven.
The trouble was how to get the money to build a hundred computers – they might cost over a hundred dollars to build. Steve went to a local parts supplier and talked them into giving us a lot of parts on thirty days net credit. It was very unusual for them to give us credit, because we didn’t own anything. We didn’t own houses. We didn’t even own our cars. But Steve is very persuasive. We’d get the parts and then stuff them into the circuit boards, have them soldered, get them back in the garage and test them. And we could turn the whole cycle around in ten days and get paid. It worked really great because we only had one level of management.”
Tags: apple, small business owner, steve jobs
Posted in Not Really Computer Related | 1 Comment »