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What Are PPC Matching Options

Paid Per Click

There are five AdWords match types: Broad Match, Modified Broad Match, Phrase Match, Exact Match, and Negative Match. 1. Broad Match When using the broad match option, your advertisement may display whenever someone enters your keywords into the search box, regardless of what order they appear in or what additional words are added. For example: a search query for Melbourne Marketers, or Marketers and Online Melbourne could trigger your ad. The goal is to bring in the maximum amount of visitors as possible. A broad match keyword will be entered into your keyword list, without quotes, brackets, or other symbols. The immediate drawback of using broad match phrases is that while you will get a larger volume of traffic to your site, this traffic will likely not be as targeted and therefore has a lower chance of converting. You have limited control over what search terms your ads are displayed against, and you may not agree with what Google interprets as being relevant to your ad and your business. This can easily lead to high advertising costs with low or no return on investment (ROI) in the short term. You can avoid this by including Negative Keywords in your broad match. 2. Modified Match To use modified broad match, append a plus sign to one or more terms in your keyword phrase to force Google to only match your ad against search queries that include that term. For example, if your keyword is +Melbourne Marketers, Google will only match your ad against queries that include the word “Melbourne” (or a very close variant), but they query needn’t contain the word “Marketers.” So your ad might match against a search for “Melbourne Strategists” but not “Melbourne Marketers.” If your modified broad match keyword is Melbourne +Marketers, on the other hand, your ad will only display in response to queries that contain the word “Marketers” or “Marketing.” The benefit of using the modified broad match option is that you have more control over how frequently your ad is displayed, so your traffic will be more targeted. However, narrower targeting will also reduce the overall traffic you bring in from those keywords. 3. Phrase Match When using the phrase match option, your advertisement will appear for searches that include your keyword phrase in the correct order, but can still display for queries including additional words. To use the phrase match option in AdWords, enter your keyword phrase in quotation marks, indicates to Google that your advertisements should only appear when someone has entered a search term that includes this exact phrase, but additional terms in the query are OK. For example: “Melbourne Marketers” indicates to Google that your advertisements should only appear when someone has entered a search term that includes this exact phrase, but additional terms in the query are OK. For example your ad might match against queries such as “Melbourne Marketers for online strategy” or “Melbourne Marketers Digital Strategy.” This match type is also quite handy when bidding on keywords that change in meaning depending on the order of the terms, such as “camera store” and “store camera”. This match type will not usually bring in quite the volume of traffic that the broad option does, but it is more targeted to your niche. 4. Exact Match The exact match option...

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Steps To Building A PPC Campaign

Paid Per Click

Step 1: Conduct Keyword Research Look at various sources, Google Analytics, Google Keyword Tool, and Webmaster Tools when researching.                             Step 2: Build A Smart Keyword Infrastructure – Keyword Grouping Use broach and exact match types and include negative keywords. Step 3: Analyse and Monitor Your Results Identify whether your ads are converting, are you getting ROI. Your aim is to continue to improve your Quality Score. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for complete marketing solutions....

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What Is My ROI From My PPC Ads

Paid Per Click

To really understand how to invest your ad budget, your analytics need to tie revenue to the channels, content and keywords that first brought the customer to your brand, in addition to those that resulted in an immediate sale. How long does it take my customers to purchase after clicking an ad? What keywords are the most successful at driving quick conversions?  Clarify your sales cycle by understanding how long it takes your keywords and campaigns to drive results. Get a better sense of when to pull down underperforming ads and which keywords and landing pages are most successful at driving quick action. Can I Track What Ad Is Working? A UTM tag is a series of qualifiers you can add to the end of a URL to help you track where traffic to a page is coming from. The UTM tag effectively creates a different version of the page, distinguishing it from versions pulling traffic from other campaigns. You can track the information you append to the end of the URL through your analytics application; this enables you to tie landing page traffic to the individual campaign that drove it. In Google Analytics, for example, this information appears in the reports under traffic sources. You can set up UTM tags according to the following formula: http://www.example.com/landingpage?utm_source=”sourcename” When you want to add a tag to the end of a link, simply add a question mark followed by any of the following UTM tags, each of which conveys different information about the traffic source. More example: • utm_source=”sourcename” – For “sourcename” use the source of the click (for example, Google). • utm_medium=”mediumname” – For medium name, categorize the type of click-through. For example, if you have traffic from Facebook ads and from your Facebook page, you could differentiate them using the medium names “PPC” and “fanpage” respectively. • utm_campaign=”campaignname” – This tag helps you keep track of different marketing campaigns that are pointing to the same landing page. • utm_term=”termname” – This tag is used to identify keywords in PPC campaigns. • utm_content=”contentinfo” – This tag serves to differentiate between two different sets of ad copy. Here is an example of UTM tags in action: http://www.website.com/landingpage?utm_source=”Google”&medium=”PPC”&utm_ campaign=”holidaysale”&utm_term=”gift%20ideas” For more assistance use free UTM tool. Google AdWords Search Funnels  AdWords Search Funnels help you get a better handle on attribution when it comes to conversions. If a potential customer conducts a keyword search and sees one of your ads (an impression) but doesn’t click it – or, they may click the ad, but not convert. If that same user conducts another keyword search within a 90-day period and again clicks on one of your ads, this is known as an “assisted” conversion. Search Funnels help you gain insight into those assisted conversions that result from more than one search. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for complete marketing...

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Keyword Grouping Helps Improve Your PPC Strategy

Paid Per Click

Effectively grouping and organizing your keywords improves your PPC and SEO strategies by enabling you to create: • More relevant ad groups, text ads and landing pages, allowing you the opportunity to improve on your Quality Score • A prioritised flow of web content, based on customer interest, to drive traffic and conversions • Organised, structured and navigable set of information becomes more favorable to users and search engines Conduct your keyword analysis. Look at keyword suggestion tools (Google Keyword Tool, Webmaster Tools) and Google Analytics reports to see potential keywords. From this, create top level categories and sub-level categories. For example, if you own a bakery, your top level category would be “cake”, followed by subcategories “birthday cake,” “wedding cake” etc. When conducting your analysis, plurals and derivations (for example, “baking” is a derivation of “bake”) should be included in the parent group; do not create a separate group or a subgroup. However, it is a good idea to create separate groups for synonyms and variations. For example: Google will judge an ad that includes the word “pie” for the search query “lemon pie” more relevant than one that advertises “tarts.” Now that your basic hierarchy is established, you can address some smaller variables that may affect the performance of your search marketing campaigns. However you will also need to consider the following: Plurals and Derivations: Plurals and derivations (for example, “baking” is a derivation of “bake”) should be included in the parent group; do not create a separate group or a subgroup. Misspellings: There’s no need to create groups for common misspellings or even to include these in your keyword groups. Google and the other leading search engines are smart enough to recognize misspellings and redirect the searcher. Synonyms and Variations: It’s a good idea to create separate groups for synonyms, due to the way search engines calculate Quality Score. Although “pie” and “tart” are very similar keywords, Google will judge an ad that includes the word “pie” for the search query “lemon pie” more relevant than one that advertises “tarts.” In addition, the words on a results page that exactly match the query will resonate more deeply with searchers. Writing separate copy targeted toward “pie” queries and “tart” queries improves both Quality Score and click-through rate (CTR). Duplicate Keywords: You may encounter keywords that fit into more than one group. For example, if you have top-level keyword groups for “cookies” and “bars,” where do you put the keyword “bar cookies”? • Put the keyword in both groups. You may choose to test which group the ad performs better in. • Put the keyword in the more differentiating group. In this case you may decide that “cookies” is more differentiating than “bar,” and that you can to write more compelling ad text for your cookies group than your bar group. However, this often comes down to a judgment call. • Create a separate group for the keyword. Here you might have three top-level groups, one for “cookies,” one for “bars,” and one for “bar cookies.” Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for complete marketing...

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Improving Quality Score

Paid Per Click

What Is A Quality Score? Quality Score is a Google-devised system that measures advertising quality (or relevancy), which in turn helps determine if your ad is eligible to be displayed in the search results for a given query. If your ad is proven relevant, the position of your ad and the cost you pay each time it’s clicked are also partially determined by your Quality Score. Quality Score provides a better search experience for the customer, because the sponsored ads are more closely related to what they are looking for. The factors that determine Quality Score, as outlined by Google, include: – The historical click-through rate (CTR) of your account and your specific keywords, that is #clicks / #impressions – The relevance of the keywords you’re bidding on to each other and to the ads you create. – The relevance of destination URLs that you’re sending customers to (in relation to your keywords and ad copy). – User-experience metrics such as page loading time. – And the catch-all, mystery meat “other factors.” According to Google, your quality score is calculated in real-time, every time your keyword matches a search query, that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-clicks (CPCs) and estimating the first page bids that you see in your account. It also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and, if it is, how high the ad will be ranked. A Google bot crawler periodically visits your landing pages to calculate relevant & original content, transparency and navigability. How Quality Score Affects Ad Rank To determine ad rank, Google simply multiplies your maximum CPC bid by your Quality Score. It’s obvious that a high Quality Score can significantly affect the positioning of your ad. Thus, it’s entirely possible for an advertiser with a lower bid and higher Quality Score to have a higher ad rank than an advertiser with a higher bid and lower Quality Score. Even though Mary’s $2 bid is less than Tom’s $4 bid, Mary’s Quality Score is much higher. Since Tom’s ad rank of 16 is the one to beat, 16/10 = $1.60 + $0.01 = $1.61. Mary pays far less than Tom and enjoys a higher ad rank. Reduce Irrelevant Impressions One of the most important factors in achieving PPC success (and in increasing your Quality Score) is identifying the impressions, clicks, and keywords you should be avoiding. The power of search lies in the fact that it provides highly qualified Web traffic. In order to achieve high Quality Scores, however, you’ll have to make that traffic (and your AdWords impressions) continually more and more qualified. Eliminate irrelevant impressions by: 1. Use More Specific Keywords 2. Use Negative Match, which allows you to tell Google which keywords you don’t want to bid on. What Is My Current Quality Score? Simply log in to your account, select a campaigns, then click “Keywords.” Click the “Columns” link and be sure that Quality Score is displayed. If your Quality Scores were 5/10 or lower, you probably have an account that needs a lot of work and is costing you a lot more money than it should....

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Negative Keyword Discovery

Paid Per Click

Most PPC Campaigns cost far more than they need to, because advertisers are paying for clicks that never deliver. Some sources estimate that advertisers who use broad and phrase match without negative keywords are wasting up to 30% of their budgets. When conducting pay-per-click (PPC) ads, it’s important to determine your most profitable keywords and use them by creating relevant ad groups, text ads and landing pages. This allows you to draw in all those potential customers who are searching for your offerings in Google. When people click on your PPC ads and subsequently buy your products or services, you see a return on your investment in search advertising. Which Match Type Do I Use? Creating a negative keyword will ensure that your ad doesn’t show for that particular term – consider using negative keywords as a filter not to show your ads. Negative keywords are useful when applying phrase, modified broad, or broad match, as opposed to exact match, which only matches your ad to an exact keyword phrase you specify. When using broader match types, your keywords are matched to multiple variations of a phrase, not all of which will be logical extensions of the phrase you’re targeting, and not all of which will be pertinent to your business. When using exact match, it limits your reach, as it ignores long tail keywords, and the costs are higher, as such terms have higher competition and typically cost more. Finding Your Negative Keywords AdWords offers limited visibility into what queries your ads are being matched against. This maybe a tedious task of identifying relevant and irrelevant keywords but it will assist you in grouping your keywords and save you money. Creating Google Ads Campaigns I recommend that you create a negative keyword list for each of your major campaigns in Google AdWords. For example, let’s say that you sell pet clothes for both dogs and cats. You may have both a DOG CLOTHES and a CAT CLOTHES campaign running in your account and separate Ad Groups. Most likely, you have broad match keywords that may compete for the same ad impressions across campaigns. The only way to prevent Google from choosing to serve an ad to the wrong search query is by explicitly telling Google not to do so with a negative keyword. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com complete marketing solutions for a FREE no obligation...

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Penguin Update 3.0

Google Analytics

Google’s latest Penguin algorithm rolled out on October 5th, 2012 affecting a surprisingly small number of SERPs. Penguin is by no means the only update happening recently, and it’s possible that any changes seen in website traffic around this time could have been attributed to the Exact Match Domain (EMD) update on September 28th, the Google Image update on September 29th, or the most recent Panda rollout, which has been ongoing from September 27th through October 6th. To determine whether your site was impacted by the most recent Penguin update, compare your traffic results from Saturday, October 6th to other Saturdays both before and after this Penguin update. Because the data refresh was announced and rolled out within a single day, any changes – whether positive or negative, it should have been immediately apparent. If you experienced a decline in traffic, it’s possible that you were among the sites affected by this most recent update, hough if the decrease wasn’t significant, you’ll want to monitor your analytics to determine whether your drop was a fluke or something that can be tied to this recent Penguin refresh. On the other hand, you may have also seen an improvement in your traffic stats as the result of consistent “clean-up” efforts after having suffered Penguin penalties in the past. But whether or not your site was affected, stay on your toes. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com complete marketing solutions for a FREE no obligation...

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How Does My Business Benefit From Infographs

Social Media

What Are Infographs? Infographs are graphics that contain information to portray the message across to the targeted audience. What Do Infographs Do? In content marketing, the articles written are a way to capture the audience. Infographs can also do this by presenting design and graphics. Sometimes, articles are hard to understand, and writers will use infographs to tie the ideas of the content together. Infographs also contain stand-alone content. Their entire purpose is to share a snippet of information that is seen and not read. The idea is to make data visual, and in doing so, the work of marketing becomes graphic in nature. Are Infographs Effective? Infographs are not very effective with consumers but work really well with educated audiences because those readers typical scan articles for facts. What Are The Alternatives? Datagraphics or pictographs can all be used to support either a pictograph or content marketing. Think about how these units might be used to enhance social media campaigns. If we consider the top social media sites than it becomes easier to see how effective infographs can be to marketing campaigns. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com complete marketing solutions for a FREE no obligation quote....

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SEO Strategy For Startups

Search Engine Optimisation

Assessing Competitors & Traffic Potential Whenever launching a new site, start examining your competitors. Consider using URL into Quantcast and discover the amount of visitors of your competitors per month. Next, plug the URL into Open Site Explorer and take a quick look at how many links and root domains they have, as your aim will be to beat them on these.     Keyword Research If a competitor has 334 root domains and 1,264 total links, which gives them a ratio of 3.78 links per root domain, this is quite good, as you would want to keep your site between 2 and 3 links per root domain. Take a look at the anchor text my competitor is using in its backlinks and search for those exact terms to see how they’re fairing in the search engines. Puppies – 61RD*/166L** with this anchor text.  Not ranking page 1.  9,140,000 searches per month***. Puppies for sale – 38RD/83L with this anchor text.  Ranking page 1.  3,350,000 searches per month. Dogs for sale – 61 with this anchor text.  Ranking page 1.  550,000 searches per month. Puppies for sale dogs for sale – 24RD/41L with this anchor text.  Not ranking page 1.  58 searches per month. Dogs for sale puppies for sale – 17RD/20L with this anchor text.  Not ranking page 1.  73 searches per month. Pets for sale – 12RD/41L with this anchor text.  Not ranking page 1.  90,500 searches per month. Sell my puppies– 12RD/41L with this anchor text.  Ranking page 1.  590 searches per month. *RD = Root Domains **L = Links ***keyword volume is phrase-match, global By using Google’s external keyword tool, look for keywords that have a high search volume, good commercial intent and a low level of competition. Keyword Difficulty Run a keyword difficulty report to see just how competitive your keywords are. The below reports can be produced by SEOMoz.     Your aim is to focus on keywords with the highest search volume are only moderately competitive. Open Google Chrome browser, and search for these keywords manually and see where your competitors rank and document this.   Competitors Links The next step in my process is to go through my top competitors’ back links in order to discover how many of each of the following link types they have: In-content links Footer links Blog sidebar and blogroll links .edu links .gov links Look at their back links to find the anchor text examples with the highest commercial intent. Go through the rest of their back links and determine what percentage of their back links are in-content vs. another type of link.   This analysis tells me that if I spend more of my efforts pursuing only high quality links from real blogs that have real audiences, I should be able to outrank them with fewer links and in a reasonable amount of time (likely 6-9 months). Focus on building 10-20 in-content links per month.  I’d also consider focusing on obtaining .edu links, as it appears my competitors aren’t doing that and these types of links are typically considered to be very high quality. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for complete marketing...

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Exclude IP Address In Google Analytics

Google Analytics

Are you tracking the performance of your website using Google Analytics? Yes? Perhaps you should think about creating a filter to exclude your IP address to see your website’s true performance. So how do I exclude my IP address in Google Analytics, this article will show you how to do so. What is my IP Address? Are you using a Mac? You can find your IP address from the Mac System Preferences: From the Apple menu pull down “System Preferences” Click on the “Network” preference pane Your IP address will be visible to the right, as indicated in the screenshot below         Alternatively, there are several websites that can determine what your IP Address is, try myipaddress.com Create A Filter in Google Analytics 1. Click the Admin tab at the top right of any Analytics page. 2. Click the account for which you want to create the filter. 3. Click the Filters tab. 4. Click + New Filter. 5. Enter a name for the filter. 6. Select Custom filter 7. Filter Field: Visitor IP Address 8. Filter Pattern: For example, if the single IP address is 176.168.1.1, then enter 176\.168\.1\.1. For example, if the range of IP addresses is 176.168.1.1-25 and 10.0.0.1-14, then enter ^176\.168\.1\.([1-9]|1[0-9]|2[0-5])$|^10\.0\.0\.([1-9]|1[0-4])$ Click Save changes. Consider hiring a Melbourne marketing expert for all your marketing needs, contact Milkshake-factory.com for a FREE no obligation...

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