New Google PPC Changes make Advertising Important for Everyone

What’s Going On?

Google has gotten rid of the sidebar ads in the search engines. Paid advertisers get listed first in the search engines, and that means that websites who don’t use PPC and who rely on organic listings (good SEO tactics to get a website to list on a first page without advertising) are pushed further down on the search engine index.

Let’s talk more on PPC, how it works and what the changes are in store on the SERPS. Hopefully this will help clarify the clouds of confusion that surround PPC and how it works.

First of all, let’s answer the most obvious question…What is PPC?

On a search engine results page (SERP), there are ways to list organically. That means there is no need to pay for advertising. It is a process that can take a long time though.

Then there is Google advertising known as PPC. These paid-for ads which normally appear at the top of a SERP and prior to this year, on the right sidebar. These ads look like naturally occurring organic results that aren’t paid for. The only difference is that these are labeled with a small yellow “Ad” symbol.  All search engines offer these types of ads both on the Search Engine Page, and on websites that request ads from the search engines.

Paid ads on SERPs are a part of the search experience whether you like it or not.  And this type of advertising is going to dominate the search engines even more now that they have moved the ads from the sidebar to the main search engine area.

You can use paid search to your advantage and it doesn’t have to be expensive, not if you use a team of experts or learn to use keywords and analytics well to dominate the search results for your industry. If you do some extensive research, choose keywords carefully and use imaginative tactics, paid search can be an effective revenue stream for even the smallest websites.

Do I Need to Use Paid Search?

No. You can rank high in the SERPS organically by using various techniques. This is unpaid listing but getting here also depends on the focus of your website.  A good on-page SEO strategy; one with backlings, a fast load time, a good sitemap and great content goes a long way towards getting you an organic listing, however these tactics take longer than PPC. You may even then struggle to get a better organic result, and that’s where paid search can give you access to the top of a SERP.

What Are These Crucial Search Engine Changes?

Google has made a dramatic change in the SERP…and that’s going to affect all website owners. Currently the search engine has removed  all ads from the right side of the desktop search results.

So How Does This Affect Me?

Well, it means that ads will be placed only at the top and bottom of the page. And that will make organic search results fall further back. Added to that Google also suggests that it may offer an additional ad listing, which means four, and not three, at the top of a search engine results page.

The elimination of right sided ads means that ads will display from top to bottom…and consequently take up more space of the page. While this will make mobile and desktop searches more similar, it will also make it harder for small businesses to get organic listings for the key terms they want.

How Will Those Who Don’t Advertise Be Impacted?

Website owners who rely solely on organic search marketing, which is the listing of a website based on content and keyword research alone will see their websites pushed further down the ladder. If they were in the first few listings on the SERPs they will see listings drop below the fold. And statistics show that searchers rarely scroll below the first fold of the screen. In other words, it will be much more difficult to list a website in the search engines without the help of advertising.

We recommend that to truly master the search marketing niche, and get your website viewed by potential clients, use a combination of PPC as well as Free SEO.

 

10 Best Ways to Target Business Keywords

When you own a fashion boutique you aren’t generally going to name it “The Apple Pie Restaurant” are you?

You aren’t going to advertise apple pie at $2 a piece when you are trying to sell fashion. Sure you might bring people to your business this way; those who want to buy a cup of coffee and slice of apple pie, but you probably won’t sell too many dresses, blouses or business outfits (the products you specialize in) this way.

It just makes sense to advertise and talk about the products you sell!

And that’s precisely what digital marketers and search engines like Google want. They want you to advertise and work on getting audiences that are interested in your industry to visit your site. To do that, your goal is to target words, key terms and search terms that relate to your industry, and not on terms that are totally different to the area you work in.

That’s why the search engines have devised and implemented rules that relate to search keywords.

You can’t just target any keyword to get your website listed in the search engines. You have to analyze, choose and work with key terms that relate to your area of business. This way Google and the other search engines will list the site on a page that will bring you relevant traffic that converts audiences into customers. Ultimately it’s this that creates a win-win situation for both you and the search engines.

You advertise using good keywords that bring in more traffic. You get more traffic and the search engines get more of your advertising dollars.

 

What Does It Mean?

 

This means that good keyword skills are crucial when working in digital marketing. Marketers need to learn to develop a good list for both their SEO and PPC needs. It is effective keyword research that leads to the topics you should write about and the phrases you should use in the content and in your PPC advertising campaigns.  The following are 10 tips to make your keyword research more effective.

  1. Brand Keywords

Before you do anything else, target those brand keywords. People who are already familiar with your brand are more likely to buy from you. These are the keywords that might not be what the general public looks for. Still it is important to target them, as with more exposure people will begin to recognize your brand. These are the keywords that usually have the most conversions.

  1. Product Keywords

Get those product keywords down pat. These are words or short phrases that refer to the products you carry.  This can be a huge list and the audience that is looking for these keywords is usually still undecided as the action to take. When using PPC for these terms your cost per click will be higher but you can get more traffic and start winning your customer over with your website content.

  1. Keywords Used by the Competition

There was a time when competitor terms were the terms to go after, but Google has tightened up the quality score requirements, so reasonably priced cost per click advertising can be hard to come by. If you have the budget then you might want to target these keywords and the terms may be very favorable.

  1. Synonyms

These are terms for products or services that are similar to yours, and which people might use to find a product similar to yours.  For example, if you sell home wares, you might want to optimize for something like large decor mirrors, whether you carry that product or not.

There is a catch 22 here, as you won’t have the key term on your website and Google won’t give you credit for relevance, so this type of keyword may be more expensive to bid on. But if you are getting large volumes of traffic from doing this, and depending on your niche, then this type of keyword targeting can pay off.

  1. Associated Keywords

When your products associate with other products, which you may not directly carry, you might want to consider using these terms as you can acquire some conversions this way. For example, if you sell TVs, you might consider targeting TV stands (even though you don’t carry these).

  1. Audience Search Terms

Here we refer to terms that people search for and which may relate to your industry, service or  product. This can be a huge volume of words, so it can be very tempting to target some of these. These types of search terms are lower down on the conversion scale, but they offer a way to touch base with audiences who are passionate about your area of business.

  1. Build a Seed List

Once you understand the type of keywords you want to target based on your needs you want to create a seed list. This is an initial set of keywords. Write down 6 categories of general keywords then use keyword tools and brainstorm for derivatives of these keywords. Make your list as thorough as possible without getting exhaustive.  To help create this list be sure you research your audience to find terms that they use to describe your products or services.  Again the keyword tools can help you find this information.

  1. Refine your keyword list

Once you have a large list of possible keywords refine it and zero in on those that best describe your product or service. You want to eliminate those that are less interesting, or those that make the least sense.

  1. Filter Out the Different Categories

Let’s say you have 500 audience keywords but only 10 product keywords. You’ll want to drop some of the audience search terms in favor of the product terms. You always want to focus on the categories and keywords that are as closely related to your brand and product as possible as these create more conversions.

  • Group Keywords Semantically

As you write and revise your keywords you want to place the possible keywords into semantic groups. For example, words like “Free website creation,” “Make free website,” and “Free website,” are all similar so you want to categorize them under something like “Free Website.” And when you have an extremely large group of semantic words, do consider dropping some of those with lower search counts.

Bottom Line

Keyword search can quickly become a very daunting task. You can easily create a huge dictionary of related terms to your industry. Besides being very expensive to target all of these keywords, it can quickly become an exhaustive task that leads to nowhere. That’s why you want to spend a few initial hours conducting keyword analysis to determine which keyword types, categories and terms to target and advertise with.

 

10 Reasons Why Social Media Will Always Have a Factor in Your Rankings

¨Have you heard about the new restaraunt around the corner? ” That’s the way word of mouth advertising always begins. And if you have ever been a small business you know how important that question or those comments can be.

This word of mouth advertising can be the type of publicity that sends you over the wall and on your way to financial success.

Funny thing is: Anyone can have the succes that comes with word of mouth advertising. You just got to know how to line up the ducks in your favor. And in this day and age it all starts on the social media platforms.
Social media has an obvious benefit; that of allowing you to share your content with thousands of followers – and just the idea of thousands of followers can be good for business.
Small businesses all over the world have discovered many different reasons and benefits social media has for their bottom line; and how it contributes the growth of their ROI and sales.

Nevertheless, there are still those remaining skeptics who don’t really GET social media, or understand how it can benefit a business in many different ways, but especially in the ranking of a website, and ultimately in the traffic that views the content you put out. So without going through a lot of rigmarole, we put a list together of the top 10 reasons why social media will always have to factor into your business rankings.
These 10 reasons will turn skeptics, even someone like yourself, into real believers of the benefits of social media for business.
1. Connect with audiences.

Social media is a fabulous resource that lets you connect to your audience and learn about their buying tastes
You just can’t deny that the key to your success is knowing your customers. You’ve probably done this type of study in your store or business by conducting surveys, or even asking customers about the quality of your service, yet you probably never thought that social media could be a real asset in bringing you this type of insight.
Today, social media actually makes it possible for you to understand your customers better than any other medium available. Tools like Facebook insights and Twitter statistics help you find out things like the languages spoken by your customers, their age, gender, location, and even their other interests.
Knowing this can help you target your SEO for your website and ad campaigns in a more functional way – whether you are targeting to an online audience or physical one. This knowledge allows you to choose better keywords on PPC, and determine the type of content you need to place of your website. In the end, knowing your audience gives you a better return on your investment, no matter the type of advertising you use.
2. Geo-targeting is more effective with the help of social media.
When you work with SEO processes for any length of time, you’ll see the value in using geo-targeting SEO tactics(targeting an audience within a specific geographic location.) This is a great way of sending your message out to customers within a certain location. Still there are some industries that make it hard for you to rank on the first page in Google even when you only want to rank for a particular local city. Social media networks can help in this area as they are large content sites that can easily get a first page listings for particular keyword. So when you use geo-targeted keywords in social media content you can get this to list higher on the search engine index websites.

3. Target specific audiences.

Social media marketing lets you target specific industries, audiences and even languages. When using these platforms there are tools that allow you to communicate the right kind of content to a specific audience. For instance, you can target by location, language, gender, age, relationship status, interests, education and even countries

4. Social media can help you find new customers and even expand your audience.

Social networks like Facebook and Twitter allow you to locate current customers seek out potential customers with new location or within certain geographical areas.

For example if you open up a restaurant in the neighborhood, there are tools that allow you to locate anyone tweeting about certain foods, beverages like coffee within that area (for example, with the Twitter). You can reach out to these users and send them to your   own content. This creates more traffic, can create backlinks to your website, interests and that’s what the Google bot looks for, which in turn, will increase your own websites page ranking.

At any rate, offering information that is being talked about on the social media platforms will index your information on the search engines under your social media accounts. So one way or another you get your information indexed higher on the search engines that your competitors.

5. Increase brand awareness.

You can increase your brand awareness by receiving feedback from your customers on your social media platforms. Other potential customers seeing this positive feedback or interaction will become a part of your audience, and take note of your business and of your brand. Brand awareness is another factor that brings in traffic, back links and search engine content recognition.

6. Social media offers improved market intelligence.

Again – social media platforms offer important insights. What does this mean? It means you can get key information about your competitors, and use that information to influence your website, your content, your social media interaction, your keywords for PPC ads and more. For example you can create search streams to monitor mentions of products, services or competitor’s names. Then based on those search results you can improve your business to offer something your competitors are not offering.

7.  Bring more traffic to your site.

I think I’ve mentioned this once before, however let’s give it a go again. Social media brings you more traffic. This means your website is more than just the digital calling card. People are actually visiting it to get answers to their questions. This increased traffic increases your conversions, shares and links to your site. Ultimately, this increases your search engine ranking. So when people retweet your information, share it on Pinterest, Instagram or Facebook – that information is more likely to rank higher in the search engines

8. People can read your content.

Social media platforms allow for you to easily share content with other users. In the past, SEO specialists had a problem getting contents to reach customers in a short period of time. With social media you can share all of your content quickly, and better yet people interested in your business, your industry and your content can also share it with their contacts and friends.

9.  Social shares are a new way of link building.

Link building has always been important to the search engines and they use this to determine whether a website is worth giving a higher page rank. For years we all used several different link building tactics, both credible and illegitimate to get more links to a website.

Today, most links are achieved by creating original content that is shared across social media. Links to content from social media platforms such as Facebook, Twitter, Google plus, YouTube and LinkedIn. help the search engines understand whether your content is credible or not.

In other words, if a link is tweeted about many times as opposed to a link that is never tweeted about, it will have higher visibility in the search engine because the search engines consider it to have better content.

10.     Build authority.

Since the launch of Google Plus, the search engine has integrated with content authority. So when an offer associates his or her content with his profile, the author listing will appear in the search engines and will build up credibility for the content.

 

5 PPC Predictions that Make Your Conversions Skyrocket

“Set your goals!”

That’s what  you hear from every business Advertising online guru when you start talking about PPC advertising.

However, as many, you might just be overestimating your abilities in a one-year time period, and then be underestimating them in the long run because you just decide to give up.

AND THEN WHAT HAPPENS?

Well that’s easy to answer; You give up! You don’t hit that yearly sales goal and you certainly don’t get that ten year sales growth you’d like.

What’s happening? Well, many might say it is procrastination  – or Akrasia (the state of acting against your better judgement), that interferes with attaining your yearly Business Advertising Online goals.

But I don’t think procrastination is what keeps an entrepreneur from making those great sales goals. Nope! It’s actually a lack of information or knowledge.

What are you talking about?

I’m sorry but I just have to say this. Despite the statistics, business owners still don’t understand that Pay per Click Advertising and business online marketing methods can get the results they want.  “

There is success in your business future! Just visualize it and reach out!

There really is a lot you can accomplish in just a year when working with Business Advertising Online, and it all starts when you implement an effective PPC plan.

Why Should Pay per Click be My Business Advertising Online Choice?

This has been an ever changing year in the industry of paid search advertising.  There are many different changes, upgrades and new features that really make a difference. Yes, PPC is the way to go this year, and the recent innovations, changes and updates that will occur this year, make PPC advertising even more exciting and something you really need to consider budgeting for your yearly marketing plan.

How Can the New PPC Updates and Changes Help My Website?

PPC gets you on a first page of the search engines, and fast! It is the place where audiences can find your website, click on the link and get to your products. PPC has always been effective, but, certainly, this year, it will be even better because new innovations are in the works, and these will give audiences more interaction, more pleasure and keep the advertisers products in the buyers sight more frequently.

So What Are These Changes?

The following 5 predictions for paid search are astounding. In reading these future changes you’ll understand how PPC can be a real asset to your business.

  1. The New Experience-Based PPC

Ok, so when you go shopping for a new vehicle you probably wouldn’t dream of buying one without going for a test drive. You wouldn’t buy a new outfit without trying it on either. This is the act of experiencing a product

In 2015, Google apps found that a majority of the apps in the Google store were only used once after installation. Still worse was that 1 in 4 apps have never been used in the app store. This led to the creation of the virtual machines on the Cloud platform which allows potential customers to try out an app for 60 seconds before they need or make a decision to purchase.

This has led to an idea for those in the PPC division. The concept allows users to have a visual feel for what a product can do before making a product. To make it simple, it will work similar to a product demo. So advertisements will be interactive, and advertisers will be able to showcase their various products via galleries.

2016 will be the year we witness interactive ads that make users feel like they are interacting with an actual product.

  1. Better Look-Alike Audience Interaction

Google defines a Look-Alike audience as one that indicates a genuine interest in the topic that represents your business. This is a feature made popular by Facebook, but now being adopted by Google.

The look-alike audience is a group or groups of people that are interested in your brand. During the next year we can expect to see a closer relevance and affinity with the look-alike audiences, and this should help improve conversions.

    More interactivity for Shopping Campaigns

In the last year Google has made advertisements more interactive. Just a few months ago Google introduced ads that allow mobile users to see more information on a product. This includes ratings and availability in nearby stores.  In 2016 business owners will want to take advantage of PPC as this trend will expand even further, allowing for features such as rotating images and others that will create more user engagement.

  1. Increased Branding Options

Businesses can no longer rely on organic search engine results alone. Paid searches outrank organic searches and are more likely to be clicked on by audiences because they are located higher up on the search engine directory page.

  1. Improved Personal Targeting

Last year SEO gurus predicted in-depth personal targeting, and while there is still much work to be done here, for 2016 platforms like Google Adwords and Bing Ads will use more personal targeting for advertisements.

Final Thoughts

The future of Pay per Click Advertising looks very bright. In way, we can say that just about anything could happen. It is a blend of predictions and surprise that will bring the best service.  I’m sure after trying some of the PPC advertising you’ll agree that the new PPC features add lots of pleasant surprises, and in the end increase conversions more effectively.

How Does PPC Fit Your Internet Marketing Strategy?

PPC is not a business or a type of aspirin. It refers to Pay Per Click advertising online. And while many marketing directors will rave about its effects, you have to really understand Pay Per Click and how it works to understand the real benefits. This guide will show you the basics of how PPC works. This offers you an opportunity to learn about our PPC management style and help you decide on whether you would like us to manage your pay per click campaign.

What Is It?

Pay per click advertising is a way to get visitors to your web page, especially when you need immediate traffic.

But without the right management, PPC can be very risky as you could spend a fortune, get a lot of the  wrong kind of traffic and end up with not much to show for your investment.

PPC is a type of advertising that is sold at auction. You bid what you are willing to pay for a click on an ad. If you bid the most, you have the chance of making a first place ranking in the sponsored results at the top of the search engine results. Note, that we did mention you have the opportunity, and that’s because there are other things that influence your raking and this is categorized as “Quality Score” which we will explain a bit further down.

Basically when a person clicks on the PPC listing they go to your website and you are charged the amount you bid. So when you bid $.15 per click on the keyword you want, and that is the highest bid, you are more than likely to get that first place listing. If you get 100 click then the search engine or PPC service will make a $15.00 charge.

How PPC can Be Bad

If left unchecked, or when keywords aren’t chosen carefully, it can be easy to get caught up in a whirlwind of bidding and paying, which could mean you spend more than what you get back. In fact, EGO bidding, where you decide you must have a number one listing no matter what can cost thousands of dollars.

More importantly, this can cause a lot of junk traffic which can suck the life out of your campaign. That’s where using a pay per click management service can help, as this professional team distributes results to several search engines and sites via content networks and search partners.

Another disadvantage is that PPC doesn’t scale well. When you get more traffic you pay more money, and your overall costs can increase.

What are The Benefits of PPC?

PPC generates immediate traffic. The premise is simple, spend on advertising, get a top placement and potential customers will see you and click on your site. If people are searching for your keywords and you’ve written a good add then you will get more customers. Sometimes you can get targeted traffic in a matter of minutes instead of months like natural search engine marketing can take. Plus Pay Per Click lets you make adjustments immediately, within just a few minutes.

Plus, let’s not forget, PPC can be a bargain when done right. You can find keyword niches at about $.10 per click, which is a bargan and can help you generate tons of traffic.

What Part Does PPC Play in the Internet Marketing Process?

It may not be a good idea to rely solely on PPC advertising. It’s true, PPC can be too expensive and bids tend to climb,but Pay per Click can also be very beneficial and a crucial element in the digital marketing process because it offers:

Campaign and topic related traffic: When you have a short term sale of a product or service can be a great way to get a lot of traffic in a short amount of time. Best of all, you can start a campaign in a short period of time, often within about 24 hours. Need to change something in your campaign ad? You don’t have to worry here with PPC either as you can make adjustments mid campaign. So when you need a lot of attention in a short period of time, PPC is the way to go and these are the reasons when it can be the best option:

Direct Buy

PPC works well for those instant gratification purchases. So if you have a website where people can buy something directly from you this type of advertising works well. So PPC works well with e-commerce so if you have an online store, PPC works well for you website.

Niche Related Traffic

When you need traffic for a highly specific niche related website, PPC can be a bargain – often just a few cents on the dollar.

In essence, the key to success with PPC is FOCUS. Other forms of digital marketing require long term approaches to grow a brand, whereas PPC is a form of paid advertising with a short to medium term goal in mind. It offers a way of concentrating quickly on conversions and not just an overall increase in traffic.

What We are Saying is This…

While it may be true that PPC can end up being expensive, it also is very effective, especially when you have some direct short term sales goals. This is a digital marketing method that should work in conjuction wiht other more long term and permanent digital marketing efforts.

And whatever the argument not one digital marketing expert can question this: PPC gets results quickly. It is a short term focus that can start bringing in sales quickly.

 

 

5 Critical Questions You Should Ask for your PPC or Social Media Ad Campaigns

Part of the reason we have so many problems with understanding digital marketing and the different tasks or features that make it functional is “The Terminology.”  Today, I want to talk about the statistics and more importantly, the difference between a good keyword and a bad one.

So how does a metric be good or bad, and what do those Keywords do? Why are they important?

A Deeper Understanding

not all

As a continual learner of languages, writing and grammar, I firmly believe that if you are going to understand a word, a term for a sentence you have to break it down into its various parts. So let’s try to understand this concept. Let’s break the term “keyword” into its separate parts.

Key – and that is crucial, central, critical, important or significant. When something is key to something else it is a significant part of the whole. For instance, when making a margarita, tequila is a key ingredient.

Word – a term used to describe a process, a thing, an action, or a description

when these come together a keyword is a word that is critical to the identity of your business to your consumers. Essentially these are the Key terms that consumers use to find your business online, the terms they use to search and find your online presence and become your customer.

How to Find the Right Key Terms for Your business?

Well, this is a two step process. First you need to think of the goals you have for any campaign.

Let me offer an example:

If you have a hotel and your objective is to get more reservations on your hotel site, then “reservations” and derivatives of this key term paired with hotel should be your main keyword group. These are the terms you will request your ads to show up under.

BUT just because you think a “Keyword” is the term typed into the search engines to find your industry, doesn’t necessarily mean your customers see these as important search terms. In fact, the majority of consumers may choose a term you never even thought of using.

That´s where analytics comes in handily; Google and Bing both analyze key terms and the number of times a specific term is placed into the search engine “Search Box”.  These statistics are available and show you which terms are the most searched for by your consumer. The stats also list other related words used by people searching for your type of product or service.

When using any type of marketing campaign whether it is remarketing, PPC or even social media marketing, key words become a critical part of the success of your campaign. So you must analyze the words you choose for your marketing campaign very carefully. To help you identify the positive from the negative ask yourself these 5 questions.

5 Questions to ask about your Keyword to Better Identify the Targeted Audience

 

  1. Have you looked at your chosen keywords and wondered whether these really identify the needs of your consumer? Have you looked at the metrics? Are you suing the right metrics?
  2. Do your Keywords define your goal. If you have to explain the keyword you are using, then it´s the wrong one. The main keyword should be easy to identify, easy to see how consumers would use it to find a service or product like yours.
  3. Do your supporting key terms relate to what consumers want and are looking for in a business like yours.
  4. Do you have too many key terms

I love key terms, it´s like trying to figure out what thousands of other people are thinking when they search from you, but basing that thought process on statistics. However there does come a time when you have just too many key words for your PPC and social media campaigns.

Sure you want to list for key words on a local level. So if your PPC campaign were directed to a specific audience in the Santa Rosa area, you would want to use keywords that relate to Santa Rosa Ca. But PPC campaigns in Santa Rosa, aren’t always limited to the local audiences so you must consider other broader terms as well.

 Conclusion

Key terms or keywords are an important if not crucial part of any type of advertising campaign. They must be selected carefully in your PPC campaign, used in your copy and social media advertising campaigns. These help increase your traffic and ultimately improve your ROI so that you can target other search terms on both a local and international level.

 

Have a Ghoulish Good Time with your PPC Campaigns in Santa Rosa California

Back to school is an important time for most local Santa Rosa businesses, as it offers a nice influx of revenue. However, the seasons coming to a close, but that doesn’t mean the extra sales need to go away. To the contrary, this can be one of the most important times of the year for marketers everywhere; beginning of the holidays.

“Christmas season hasn’t started yet,” you are thinking, and you’d be right. While, it’s not quite time to start getting out the halls. It is time to take advantage of one of the most interesting and fun filled holidays of the season, Halloween. This is a holiday that kicks off the season for PPC advertisers in Santa Rosa and throughout the nation.

In 2014, more than $7.4 billion was spent on Halloween. This includes costumes for everyone from kids to pets, but more importantly on candy, parties, decorations and do-it-yourself projects. This increase in sales was a whopping six points 7% more than the previous year, with the average shopper spending about $78 on seasonal products.

When Does It Start?

Most Halloween shopping takes place in the first two weeks of October, while another quarter percent waits until the last two weeks of the month. What does this mean for you? For whatever your business is, you need to have a Halloween plan, and the right PPC or ad campaign ready and waiting.

Uluad has specialized in PPC advertising in Santa Rosa California for a number of years now, and it’s this that gives us the experience and know-how to suggest that you make a solid PPC and social media ad campaign designed around t Halloween season.

What are people buying during this time of year? We’ve put together a small list that can help guide you towards the market you want to target.

 

Target Your Santa Rosa PPC Campaigns towards the Spooky and Sweet

Halloween may conjure out visions of monsters and ghouls… But more importantly for you, it conjures up visions of kids in costumes and lots of candy. Statistics show that 95% of all shoppers plan on spending an average of about $29 on candy this year. That’s $2.5 billion spent on candy. 69% will spend about $23 on decorations and another 67% will spend 20 no one dollars on costumes. So whether your business is service or product oriented, you can use these stats to create, plan and invent a Halloween oriented PPC ad campaign for your Santa Rosa business.

Just make sure that your Halloween items or services are easy to find and buy. Use site-specific extensions so the shoppers can go straight to your items. Use PPC ads that points toward your Halloween item pages that are showcased in a fun and creative way.

Take Your PPC Campaign Mobile

Mobile search will be a big thing this Halloween, so make sure to plan your PPC strategy according. Last year alone, mobile searches through by 1000% from the year before. However visitors on mobile devices only spend about half as much time on the website as those come from a PC or laptop. This means you only have half the time to target your Halloween PPC campaigns towards the sector. You need to organize your webpages and promotions accordingly, and place your most important content in the middle of the screen for maximum engagement.

Words that Work remember, your words are powerful, so you want to choose the best copy combination that works for your pay per click campaign. PPC ads for Santa Rosa businesses that contain the words “kid’s costumes,” for apparel and accessory products works well across all devices. The words, “huge selection,” “great costume selection,” are known to work well on the PC, whereas on smartphone PPC ads you might do better highlighting terms such as “outfits,” “costumes,” and “shirts.”

Candy, gifts and greetings paired with the words “online,” “free” or “discount,” are also affected on PC and tablet. On the other hand, what seem to do better with smartphone searchers were titles that had to do with quality, “premium,” “custom,” or “specialized.”

Other retail groups seem to do well with words like “party,” “party decorations,” “frozen part” and “party rental, “in the titles.

 

Make your PPC Campaigns a Halloween Treat for You

Although this may not be one of the bigger holidays, the $7.4 million spent on Halloween isn’t something to sneeze at. Plan your PPC campaign budget for your Santa Rosa business appropriately, and the right keyword choices will affect your vertical, as well as the devices on which your customer service

 

5 Tips to Make Your Social Media Campaigns Rock

Like a heavy rain…

It often seems like social media services, ideas are on a constant downpour; you want to ignore it but do you really think you should?

I’ve resisted the idea of social media advertising for a long time, believing that there are many other better advertising tools in this age of digital marketing, and while organic and free social strategies go a long way towards increasing your websites visibility, I now think it’s time to seriously consider advertising on social media platforms.

infographics 03

What I think is effective today is this:

If you spend money on digital advertising, social media ads can earn you some very good returns – and in some cases it can also be the cheapest way to reach people.

There are Best Practices Now

Some 10 years ago, social media marketing was a relatively new practice, there were no rules to the game, but today there are many top social media advertising experts that are pioneering the way and showing us what the best practices are and which strategies work best for social media advertising.

At Uluad we continue to dip our toes further into social ads for our customers, because it brings in successful conversions. There are a ton of things we’ve tried, but I want to share 7 tips that have helped us drive those social media ads home.

Multiple Versions of Social Media Marketing Advertisements

When we write headlines for posts or pages, we come up with about 15 or more headlines. This helps  us create more than a few advertisements.  We create several versions of the copy and test them with different images. Then we test to see what draws the audiences in.

We have several versions of ads and anything that comes in lower than 1.5 CTR after a few hours, we deactivate.  So the strategy is this:

  1. Create a number of ad variations.
  2. Analyze the stats to see what works
  3. Deactivate or remove ads that don’t perform well.

This button helps focus your ad and enhances the call to action making the reader take action and go to the site you direct him towards.

  1. Create a Custom Landing Page

If the idea is to convert, or signup then you have to think of what a person will do once they click on the button.

Social media ads work in a two step process. You have to create the advertisement.

But you also have to create the destination. Where is your reader going? You have to direct him towards what you want him to do.  The most successful social media agencies often use a custom landing page; it is where the copy carries them from the ad to the landing page to the SALE.

And the more targeted your advertisement the more targeted your landing page should be. This works well with e-commerce sites that want to target a single product or on a special offer.

Get the Price Out into The Open!
An interesting social media marketing tip that many experts agree on is to get the price right out into the open. You want to pre-qualify your traffic and only want people to click on the advertisement when they feel comfortabl paying  the price.

The key to picking up on this comfort is to clearly state your price.

  1. Offer Discounts

In recent Facebook surveys, more than 60% of all users suggested that they were more likely to click on a discounted offer. So if you want to be more successful at social media marketing, be sure to mention a discount I your campaigns.

 

How To Combine Your PPC & SEO Strategies

When you ask a company about online tasks, and which they prefer to focus on; either Search Engine Optimization (SEO) or pay-per-click (PPC) you’ll always get mixed answers. Some prefer SEO and other PPC, not knowing that both are crucial elements to a nicely marketed website.

SEO

As of early 2012 there has been a lot of mixed feelings ad questions with regard to SEO and the Google algorithm updates. Many website owners fear all SEO thinking that these are risky tactics.

This isn’t necessarily so, SEO is not the “Bad Guy.” In fact, search engines like Google recommend you spend some time working on your SEO, providing your content is trustworthy. In fact, looking at ranking factors in the Google organic search results, search engines centralize a website’s ranking around trust. You have to be readly to show Google that your site and your content can be trusted. You as an online business have to offer the user quality products and services – and these need to be relevant to the search term the user places in Google.

We also need to recognize that SEO services aren’t cheap, ad when you hire a company, you are hiring their knowledge. There will be a need for optimizations and the building of quality links, and these are processes that take time.

PPC

This is where PPC can come into play, as it offers an immediate result. When it comes to PPC there are a number of ways to generate traffic and bring in leads to your website. These include:

  • Text Ads
  • Image Ads
  • Video Advertising
  • Product Listing Ads

This is why running PPC and SEO tasks at the same time can be a good idea. In fact, most SEO and PPC experts believe that running both processes simultaneously can bring in the traffic an online business needs.

The Benefits of PPC and SEO

These are the benefits of using both PPC and SEO.

  1. Brand Awareness & Exposure

By using PPC you can put your name out there in front of consumers, and they will start to recognize your brand.

  1. Inspires Trust

Exposure from a paid ad campaign increases trust in consumers. Research shows that when you rank for PPC ads your traffic will increase by 50%, and this can increase your traffic by 90%.

What Can You do to Lower Your PPC Costs?

OK so you are thinking that you can’t afford both services, but that may not be true. You can afford effective advertising if you lower your PPC costs. How do you do that?

  1. Improve Load Times

PPC ads cost more for websites that load slowly. So you want to make sure you optimize your website to load quickly.

  1. Test your Campaigns

You also want to test campaigns to see which works better. Test different campaigns with different headlines, call to actions, images and more. When you find one that works better than other use it and apply the knowledge to your organic SEO processes.

  1. Setup Site Search

Set up the site search box so your PPC and SEO strategists can analyze the site and see what terms should be showcased in a PPC campaign. This analysis also helps you figure out what keywords to optimize website pages for.

  1. Test Demographics and Geographic Markets

The PPC campaign can help analyze new markets to determine if they will be successful. A new campaign can target a certain location, and click through rates. This can help determine the success of new regions. If these are successful then a good SEO strategist can make changes to the website based on the success of the PPC campaign.

Bottom Line

Running PPC and SEO campaigns together can be beneficial to you because one online marketing process feeds into another, helping you determine what marketing strategies work best for your website.