Internet Marketing Strategy
Thanks to our friends over at WordStream, we have this great infographic which explains the whole Google AdWords auction process. By they way, WordStream has some great AdWords tools, some of which are free.
I gave a talk on how to use the keyword and search engine insights for your website to build a community at FOLIO:SHOW 2011 earlier this month. The great thing about digital content is that we have so much data about how people are getting to it, sharing it and using it. We can use this data to create content & products that our audience actually wants, leading to higher revenue streams.
WordStream’s new AdWords Performance Grader helps marketers evaluate how their AdWords campaigns are performing and identify where to make improvements. Marketers are also provided with benchmark data as to how their campaigns perform in comparison to companies with similar budgets. “At WordStream, we have worked with thousands of small and medium-sized businesses to build out keywords for their AdWords campaigns. We’ve witnessed how many hands-on marketers have not yet mastered fundamental best practices of PPC ad campaigns,” said Larry Kim, WordStream Founder and Chief Technology Officer. “We built this free tool to provide advertisers with an easy to digest snapshot of how their ad campaigns are performing and to tutor them on how to make changes that will boost their performance and save money.” WordStream’s AdWords Performance Grader is available to use free at:
http://www.wordstream.com/google-adwords
While social media may give power into the hands of individuals so everyone is a publisher, businesses often forget that social media is not about them. The “ME” in social media refers to individual consumers, not to you personally. Social media allows every consumer to have a voice, to tell their story, to be heard. By respecting the “me” in social media to be individual consumers, companies are more likely to be a part of an engaged and interactive community.
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As I mentioned yesterday, in 7 Social Media Monitoring Essentials, fortunately or unfortunately, keywords are a part of life on social media (and the Internet). Keywords are how search engines provide results and keywords are how we find what we’re looking for. On social networks like Twitter, where you’re limited by the length of the post, keywords are vital for targeting the right audience. So how do you go about finding the right keywords for your content (and to monitor)? Here are a few suggestions…
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How much does each new customer cost your business? Businesses love to dump money into Google AdWords campaigns, but then they ignore what the results are telling them. A lot of companies are spending more on a acquiring a new customer than that customer is giving them in return. Cost per acquisition is a valuable statistic for understanding whether you’re actually getting something for all the money spent in advertising.
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If you mention the word “SEO” to most business people, their ears will perk up. Everyone is concerned about how well their website performs on search engines and are even willing to pay mucho bucks to show up on the first page (but for what keywords?). A more cost effective method is to use social media to boost your SEO, which, if done properly, can also improve your reputation with customers and potential buyers as well.
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Commenting on blogs, posts, videos, and others types of content is a great way to build relationships, not only with the content producers, but also others who see the content. However, treating comments as link bait (commenting just to get people to click on your link), can have just the opposite effect. Such comments can actually hurt you in the long run (plus most blogs and websites have do-not-follow rules for links in comments). Build successful relationships via comments with these tactics…
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Most PPC (pay-per-click) software is focused on helping advertisers manage bids on keywords, WordStream’s new AdWords Quality Score Management Tools are designed to boost quality scores in Google AdWords campaigns while driving costs down. These tools are now incorporated into WordStream’s flagship PPC product and should make it much easier for AdWords advertisers to develop more cost-efficient and effective campaigns.
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While mostly a thing of the past, I still see companies who insist on having a splash page (a page, usually with a video or some sort of “welcome” message that visitors have to view before they get to your real site). To a business owner a splash page may seem like an opportunity to “sell” to your captured audience. But to many visitors it’s a reason to leave.. and fast.
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Digital Marketing & Strategy
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