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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.

 

How Do I Analyze My Mobile PPC Traffic?

Web comes from a variety of different locations and from different devices. Today we all know that mobile technology has become a major player and is ever growing.

As a digital marketing business owner, you want all of your web real estate to convert and create more revenue, but especially your PPC advertising as this can be expensive. So you need to ensure that the road taken is the shortest and easiest route to your product or service. That’s why it has become really important to understand your advertising campaigns, especially when your PPC efforts also relate to mobile device users.

We offer a comprehensive guide to understanding the data available on your PPC campaigns for your mobile device customers. The point is to show you better ways of reaching out towards these users with pay per click advertising that draws their attention.

So the first and foremost question of the day is whether your product or services are of interest to mobile device users. To know this you need to determine the number of users who click on your PPC ads from a mobile device.

How to See Your Mobile Audience

By now you’ve probably heard that mobile searchers have outgrown that desktop or laptop searches. So does this information really affect you? Well, it does mean that at least some of your customers are using mobile devices to reach your business. But just how much of your audience is mobile? That’s the information you need to know.

Get a clear picture of who your mobile paid audience is by using either Bing  or Google adwords. The platform you use will depend on which company you are using for your PPC advertising.

Google AdWords

When you are on the “campaign” tab, select the “Settings” then “Devices”. From here you’ll see the “Mobile” option. This will give you the visitor numbers from this type of specific device. At this point you can filter the results per campaign you’re running or see entire numbers for the whole account.

On Bing Ads:

Open the Bing dashboard for your ad campaigns and go to “Reports.” Select an account, campaign or ad reports type. Choose the types of devices you want to add to your reports. Then select “Download” to get an Excel file for the numbers in under that type of device.

Knowing who your mobile audience is can help to create a powerful SEM strategy, but you also want to be able to monitor the data over long periods of time, and this is where Google analytics can help.

Monitoring Long-Term Mobile Traffic

Use Google analytics lyrics to keep track of your mobile traffic trends and to find out whether it continues to grow or why it doesn’t. Here’s how you do that:

Select the “Audience” tab and then choose “Mobile” then “Overview.” This will give you the statistics over the long date ranges such as years and months, showing you the number of mobile clicks you get for your ad campaigns. You can filter your search down to the day, week or month by choosing those options that are located over the graph.

You can also use Google analytics to compare the amount of web traffic you get from a PC to that you receive over mobile devices. To do this just click on the “Goal Set” option to see this data.

 

5 Reasons You Don’t Need PPC Advertising

No-Sale_registerWhen I hear people saying they don’t need PPC advertising, I think of an old Mexican parable I once heard.
A successful business man goes up to a poor man lying on a Mexican beach and asks: Why don’t you look for a job? I’ll give you a job if you want.”
The poor man asks, “Why do I want a job?”
“Well so you can eat, have a home and live a more comfortable life?” suggests the business man.
The poor man looks around and says, “I already eat and points to the coconuts hanging from the coconut palm. My home is here in my hammock under the tree. See how comfortable it is. And I already relax most of the time, so my life is comfortable. Tell me again, why do I need a job?
PPC is also like that. There are certain times when PPC is just not for you, so let’s look at 5 reasons why you shouldn’t use PPC.
1. PPC Brings Instant Website Traffic
You may not be ready for people to come and look at your website. After all, you’ve spent a fortune on it. It took you lots of time and now it looks beautiful. You could sit there and stare at it for hours on end, so why would you want to share that with anyone?
PPC advertising is a proven way of bringing lots of people to a website. In fact, statistics show that PPC can double or triple the traffic that comes to the website. This means you would have a lot of people admiring your website, and you have to share your website’s “specialness.” Which isn’t very fair, whenever I find a great service, hairstylist, restaurant, or cool place to go, I don’t want to share it with other people. That’s my special secret. Personally, I’m fine with just 5 to 10 visitors on my site. It keeps things simple.
2. More Sales
Statistics suggest that pay-per-click advertising can increase sales by as much as 40%. But do you really want increased sales? That would mean you have to buy or make more of your product, or hire more people to offer your service. More sales means more work so who needs it.
3. It’s Extremely Measurable
PPC lets you measure every part of your sales campaign. It tells you which dds do well, which need help, what keywords to target, see how many people come to your website through the PPC advertising, and even see how many people buy your product from the advertising campaign. While these measurements might be of interest to a lot of businesses, if you are a fly by the seat of your pants kind of entrepreneur then this just might not be the solution for you.
4. PPC Offers a Competitive Edge
PPC allows even the smallest one-man business to compete with the larger brands. Your advertising budget can be small and still be effective. But if you aren’t interested in offering your customers a ‘Big company’ image, and you just want to be known as good ole “Joe” the fixit guy. If you are only interested in sporadic work then maybe PPC isn’t the right choice.
5. Target Local Customers
Pay-per-click advertising is one of the fastest ways to target customers. But if your business only targets friends, family and those who really know you – and you aren’t interested in acquiring any new customers, then you are probably right, you don’t need PPC.

Bottom Line
All of the above reasons are excellent arguments for not investing in PPC advertising. But if these are the reasons, then tell me, why did you invest in a website? And why are you in business? Just like the poor Mexican you can live comfortably as you are. It just really depends on the goals you set for yourself. Truth is, PPC is one of the most inexpensive ways of advertising for the ROI you get. It works and it’s effective. Do we really need to convince you?

6 Common Misconceptions About Email Marketing

One of the oldest forms of online marketing is email marketing. Now, more than a decade old, this type of marketing is almost considered ancient in the digital world. Those of us that bclal In that time, many online marketers have learned to use it quite successfully. While over time, others who never quite got the grasp of how this marketing method works have helped create a number of misconceptions about this, one of the most successful digital marketing methods around. While some of these misinterpretations may have been grounded in reality at one time, recent changes now make these into unfounded myths.

1 – Trigger Words Get You Spammed

Email marketers are always being told that there are certain words to avoid at all costs when running an email marketing campaign. Such words include “free, cash, quote, or save.” Keep in mind that this isn’t a hard and fast rule, and while this might have been true a few years ago; back when email boxes seemed to be inundated with scam messages. But this is no longer the case. Spam filters have gotten very sophisticated and now better distinguish messages that are total spam from those marketing messages that readers actually want to read.

2 – Opt-in List Members Will Always Open Mail from You

Thanfully, you are now generating your email contacts through legitimate opt in programs. This is where readers have elected to receive mail from you. Still, it’s over reaching a bit to expect everyone on your list to open your mail. There are many reasons for this. It could be because:
– Some people think your emails are something they aren’t. This could be because they opened your first few emails, were disappointed with the content; or it could be simply because they just haven’t gotten around to reading your mail.
– The reader has become disengaged with your content. They have changed industries, moved, gotten busy, or simply abandoned the email address.
By monitoring your email engagement once in a while you can try to re-target your content to re-engage people. Then if a few still remain despondent you can clean your list of these recipients who show no response.

3 – Something is Wrong When People Unsubscribe to Your Newsletters

Actually, this could be good for your business. When someone unsubscribes to your service, it means your email list gets clean. A healthy unsubscription rate of between 1% to 2% can actually be a good thing. This way you won’t end up with a lot of frustrated email recipients, who complain about your emailing them.

4 – Email Doesn’t Offer Leads

Email is a slow persuader, but can also be a wonderful lead generator. Remember, emails are shared between friends and colleagues. A reader can forward your email to a friend who is not on your email list.
That’s why you need a lead generating call-to-action in every email you send, so that if it’s forwarded you can get them to opt-in.

5 – Marketing Emails Need to Be Graphically Designed

Sometimes it’s better that an email be simple and plain. Just plain text will do better at times than a graphic newsletter. When a recipient receives a plain text message, he doesn’t feel like he is being “Sold” on a product or service. This looks like something he would receive from a friend or colleague. You can say what you want, and the reader can read it. Certainly, a message that is also easier to create. Design elements take time, create freezes, and even prevent email messages from getting to their destination.

6 – Open Rate Metrics are Useless

While email open rate isn’t the tell-all sign of how successful your campaign is, this doesn’t mean you don’t need it. This rate is still important information as it tells you what type of person is most likely to open your mail and which isn’t. It can be used as a gauge when trying to compare headlines that are of more interest than others.

Bottom Line

Email marketing is still one of the most effective online marketing methods used today. If you use other marketing methods to create interest in receiving your information and everyone on your email list has opted into receiving information from you, it can be very effective. You still need to make email information interesting enough to get a click through, or to get recipients to forward email to other users. However, its main purpose is to create branding and offer trust. Remember, if a consumer trusts you, he is three times as likely to buy from you