Orange County SEO™ Blog
Every PPC marketer wants to be known as a great retargeter, and unfortunately many of them are claiming expertise in the field simply by understanding some very basic concepts.
Retargeting, at its heart, is not a difficult thing to understand. It is the recapture of a customer who has left your site without converting and is snagged back in by an ad on another site.
However, retargeting means more than simply funneling people back to your website. It also means strategic marketing based on a careful analysis of the feedback available to you.
Product retargeting should follow the buyer rather than forcing the buyer to follow the ad. If it is done right, retargeting gently pushes users into the right stage of the sales funnel so discreetly that they do not realize they are being pushed.
One of the easiest ways to ensure that you are taking advantage of retargeting opportunities is to take inventory of your existing ads and amplify them. Use impression caps to avoid creepiness.
Another important point is to monitor where your retarget ads send users. The ideal situation is to send users to exactly where they want to go, never to a home page or unrelated content page. Send them directly to the category page or product page and streamline the buying process. Add a call to action to drive purchases.
5 Keys to Remarketing
- Build your audience first. To successfully retarget, you must first create segments to classify your target market. You should have a solid number of unique visitors before you attempt remarketing; most experts recommend at least 100,000 per month.
- Define your strategy. Identify consumer behaviors and use this information to build your pool of cookies. Identify segments and go after email signups, product reviews, and shopping for accessories in addition to conversions.
- Deliver relevant messages. You should segment your banners and create dynamic interactions based on user profiles. Relevance can life your sales by as much as 28 percent.
- Prevent fatigue. There is a level at which ROI levels off and begins to decline. Experiment to find the optimum frequency for your customers.
- Measure benefits. You can measure the incremental lift on your conversion rate and site traffic. This helps you understand how retargeting is affecting your bottom line.
Google now offers a new product for remarketing known as RLSA or remarketing lists for search audiences. Google must turn this beta program on for you but it works from your regular remarketing pixel and applies audiences at the ad group level. Negative audiences can also be applied.
Google’s new tool allows you to understand your converters, abandoners and others more completely. You can segment the new versus the existing converters and introduce new products to re-engage those who have not converted.
New tools also allow you to introduce new products, promotions, and special messages with widely-used keywords. All the new Google tools are designed to give SEO professionals the power to drive conversions.
Consumer behavior is evolving as customers become more comfortable with the Internet. Smart SEO managers are adapting their content to meet these changing market dynamics.
Google’s AdWords is also changing and adapting to customer needs. Hopefully, these changes will be useful in the long run for both users and marketers. Known as Enhanced Campaigns, these changes mark Google’s efforts to bring more users into contact with websites that meet their needs.
The new Google Group, marked by hashtag #enhancedcampaigns, that carries a continuing conversation of Google’s changes in this regard.
The Realities of AdWords and Marketing
Every day, people use phones, tablets and other devices to connect with those they want to meet, including businesses. This trend will not change; in fact, the user-friendliness and ubiquity of devices of all types will only continue to grow. Users can now move between devices effortlessly, and these devices are becoming a necessary part of most people’s lives.
However, users do not simply morph magically into device users. At least 90 percent of users research across multiple devices before making a purchase as they continue to familiarize themselves with the capabilities of their new technology. As they engage in this research, they learn for themselves which devices are convenient and lend themselves to certain types of searches and uses.
The Intersection of Intent and Context
Where intent and context meet is where you find users searching for information. Enhanced Campaigns uses a context-based approach to help websites reach customers across devices. The development of new ads incorporates both the intent of the user and the context in which the user searches to specifically target users.
Google AdWords allows you to bid for contexts with adjustments. The information available includes device, location and time to determine the bid adjustment. For example:
Device: +10% on phone
Location: +20% in Palo Alto
Time: +5% 7:30 PM Friday
You can also improve your results with location-based optimization on your bids. When campaign performances differ by geography, location details can be used to vary bid distance.
Ads and extensions should also be selected for mobile context. The extensions, both local and general, for a mobile device are available in the “Device Preferences” box so that you can see where someone is browsing from.
Group level extensions can be even more targeted than individual extensions. Group extensions can be created for ads that allow you to schedule them for different times of the day. This can come in very handy for timed sales or new product launches.
Offer extensions can be used to drive traffic to bricks-and-mortar stores and encourage offline purchases. However, AdWords is not yet equipped to report in-store purchases as conversions, although Google has promised that it will happen eventually.
Google is also offering advanced reporting measures such as alls, digital downloads, and cross-device conversion in the future.
If you want to use Google AdWords optimally, consider the following tips:
1) Embrace the multi-device phenomenon.
2) Optimize bids for location and time.
3) Take advantage of improvements in ads and extensions.
Keywords are a foundational part of Internet marketing, but some of us may have lost sight of their purpose. Knowing why keywords matter will help you utilize them more effectively in your Internet marketing strategies.
What Are Keywords?
Keywords are single words or phrases that are incorporated into text and information in a subtle, natural manner. If keywords are used correctly, they should flow with the sentence and paragraph structure so as to be unnoticeable. If readers are consistently tripped up by keywords, they are probably used too heavily or in unnatural ways.
What Keywords Are Not
Keywords are not meant to be stuffed into content at a high rate or to be misleading about article or page content. Hiding keywords through the use of colored fonts to make them invisible is also a no-no.
Google takes keyword misuse very seriously. As the spiders look for quality content, they note instances of keyword abuse and can penalize a page for doing this.
Why Do SEOs Use Keyword Phrases?
Keywords ultimately help researchers understand how users in their market describe their products and seek information. This allows them to use those words to describe page content to both human users and to Google.
Keyword research benefits marketing in two ways. First, it improves the Search Engine Results Page or SERP rank. This is the information that Google uses to rank your website among others that are like it. Exact matches garner a higher search engine ranking than near matches.
Second, understanding how your users are searching for information about a topic helps you to better understand their needs. This information can be used to create content that better serves the customer.
What Are Long-Tail Keywords?
Long-tail keywords are strings of three to five words that are targeted for a particular group. Searchers often use long-tail keyword phrases when they want to limit the number of hits they get from Google. For example, a searcher might look for “gluten-free cranberry bread recipes” as opposed to “cranberry bread” to eliminate all non-gluten-free options.
The more specific your long-tail keywords are in your meta title, description and copy, the more likely it is that these users will find your page. However, if you make your long-tail keywords too discrete, you may lose customers who are looking for related themes.
Ideally, you should use several strings of long-tail keywords to hone in on various markets. This requires keyword research to see exactly which terms people are using when they are searching for particular products through Google and other search engines.
The Final Analysis
Ultimately, keywords are just words, but they are words that have a particular power to induce others to find your webpage. Observe the rules regarding keyword misuse, do your research on your target market, and you will find that keywords boost your SERP rank as well as drive more qualified customers to your site and ultimately give you a higher conversion rate.
How to advertise with Google AdWords
Google will take you through all the steps of registering for AdWords, cost, and how to use AdWords. A live representative can even help you over the phone if you are unfamiliar with the way AdWords works.
What is Google AdWords Auction?
Not all clicks are the same. Some are worth more than others because there is a great deal of competition for these particular terms. Google uses an auction format to determine how much each keyword is worth.
How many times does a Google auction run?
Google conducts auctions on an almost continual basis. You can talk to Google about the price of certain advertising; the more popular it is, the higher the cost will be.
How does a Google auction work?
When someone makes a query on Google, the company runs the auction that determines the ad’s position in the search rankings and the cost for the ad.
How do you enter a Google auction?
You must meet a bid requirement based on your keyword in order to enter an auction.
How can advertisers bid on Google auction?
Businesses bid in an auction based on the keyword’s ad positioning. The higher the position of the keyword in searches, the better it performs in an auction and the more it will cost.
What gets entered into a Google auction?
Businesses specify the price they are willing to pay for a keyword which is then entered into the auction.
What is average cost per click?
The average cost per click is the amount you spend whenever someone clicks on your ad.
What is CPC?
CPC is short for “cost per click” and indicates the amount it costs the advertiser when someone clicks on the keyword.
How does CPC work?
For Google’s pay per click, an upfront cost-per-click is generated that rises if the number of clicks exceeds the maximum allowed at that price.
What is a CPC bid?
A CPC bid is one that negotiates with Google to get you the maximum number of clicks for your budget.
How does CPC bidding work?
Bidding is based on the ad’s rank and the maximum bid you specify.
What is a CPC bid limit on Google AdWords?
Technically there is no bid limit but in reality your limit is imposed by your budget and the value of your keywords.
How many times can you bid on Google auctions?
You can only bid once on each keyword per auction.
How does CPC advertising work?
CPC allows companies to pay only for the number of times their ads are accessed by users, as opposed to “flat fee” advertising.
What is a Google auction quality score?
Google calculates your page’s quality score based on relevance and other factors. This score measures how useful your ad is to users searching for that type of web page.
How does Google determine what you pay?
Your ultimate advertising price is determined by the number of clicks you receive.
What is Google ad rank?
Your ad rank is the position your ad occupies in the search engine.
Ad rank vs. Quality score
While ad rank measures how successful your web page is in terms of its position on the search page, quality score reflects your overall website quality to users.
Quality score vs. CPC
Just because you have many clicks does not mean you will have a high quality score. Your quality score is based on the quality of your site, not how many people visit it or the cost of your advertising.
What is ad position in AdWords?
Ad position is where your ad ranks on the search engines.
How to check Google ad ranking
Google Analytics is the best way to measure your ad’s ranking.
CPC vs. Actual CPC
Google calculates actual CPC which may be more or less than your original CPC which is an estimate.
What is Actual CPC?
This number is the actual price paid per click by the business that is advertising.
How does AdWords calculate Actual CPC
AdWords calculates actual CPC by dividing the ad rank of the next-lowest advertiser by the quality rank and adding $.01.
What is Google’s display network?
Google uses three aspects in its search engine display: geo-specific results, sponsored advertisers, and search engine results.
What ads are on a Google display network?
Sponsored ads have been paid for by owners or donated by Google.
What are alternative bidding methods?
Alternative bidding methods for an AdWords auction are CPM and CPA.
What is CPM bidding?
CPM means “cost per impression.” CPM bidding can be used along with CPC bidding.
CPC vs. CPM
Both methods can be used simultaneously.
What is cost-per-acquisition bidding?
CPA bases its cost on how many searchers actually purchase.
How does CPA work?
This advertising is calculated by the user’s actions after entering the website.
How does CPA marketing work?
CPA markets to more specific target groups that are more likely to purchase or subscribe to a website.
CPC vs. CPA
Google determines your CPC bids based on historical conversion data. If you use a conversion optimizer and bid on a CPA, that is how your rate will be calculated.
CPM vs. CPA
Both CPM and CPA are based on user activity, but CPA is more specific in that it follows the user through to purchase or subscription.
What are keywords?
Keywords are single words or phrases that target specific search groups.
How do keywords work?
Keyword advertising tries to anticipate exactly what a user will type into a search engine to find what he or she is looking for you. General keywords therefore return many hits, while specific keywords are more limited. For example, “dictionary” is far less specific than “Merriam and Webster’s 3rd edition.”
How does a keyword search work?
Algorithms determine the most relevant results for keyword searches and display them for the user.
How does Google determine search results?
Google uses keywords in web pages as well as CPC and ad rank to determine search results.
How to get your Google ranking up?
To increase your search engine ranking you must have search-engine friendly advertising. The best way to ensure that your advertising complies with the current algorithms used by Google is to engage in search engine optimization.
What is search engine optimization?
Search engine optimization, or SEO, is how you improve your web sites ranking through natural or organic searches. It is done by attention keywords and content.
How does SEO work?
SEO experts continually update relevant keywords to keep web pages optimized on search engine pages.
Google display network vs. Google auction?
While Google display network is generated automatically, Google auction is triggered by placements on Google AdSense. This is where publishers offer advertising space.
What is an ad group in Google AdWords?
Your Google AdWords account is organized to include specific items and is known as an ad group.
How do ad groups work?
An ad group contains a small number of ads, keywords, placements, and other marketing products. It helps if merchants create different ad groups for each product.
What is ad relevance in AdWords?
Ad relevance measures how well-related your keyword is to your advertisements to avoid “packing” ads with irrelevant keywords.
What is a conversion optimizer in AdWords?
This feature helps guarantee that your ads are optimized to appear in situations that are likely to result in conversions or purchases.
How does a conversion optimizer work?
The conversion optimizer uses algorithms to determine how many of your customers are “following through” and targets your advertising to those parameters.
How does conversion optimizer determine CPC?
A conversion optimizer automatically determines the highest CPC bid. This information is gathered from your ad’s history and used to determine your most relevant and valuable ad strategies.
The tips and definitions in this infographic will help you get the most out of your CPA, CPM, and CPA ad campaigns.
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Pay per click advertising is confusing for most small business owners. They know what they want: an easy and economical way to advertise their businesses on the Internet. Still, the thought of paying for AdWords for people who are “just browsing” can be daunting. Here are some tips about how to make the most of your AdWords budget by avoiding common mistakes.
- Do not use broad geo-targeting. Instead, limit your geo-targeting to a local audience. You will find that people are often searching for local merchants, and you want your name at the top of the list.
- Avoid unfocused campaigns. It might seem like a good idea to be purposefully vague and target a large audience, but customers tend to become irritated when they click on a link only to find out it was not what they wanted.
- Do not use uncategorized groups. It is important to categorize your keywords. Otherwise, you are throwing them into a communal pool in which you cannot possibly compete.
- Avoid low quality scores. Your landing page should reflect exactly what your ad promises. Otherwise, you risk a low score and wasted advertising budget. You also risk customer disapproval or frustration at trying to find what they were looking for in the first place.
- Do not allow uncapped CPC bids. Never use auto-spend on pay-per-click or you could find your budget awash before you begin. Start small and build your advertising to a level that gives you good ROI.
- Avoid bidding broadly. Long-tail keywords are the key to success. Using fatheads not only burns your budget but puts you in competition with many others doing the same thing. Your business specializes in something, so your keywords should reflect that specialization.
- Be sure to include keyword in your ads. Some people try to avoid the issues surrounding keywords by deleting them from their ads, but this lowers your overall quality score and does not help promote your business.
- Avoid under-performing keywords. If your keywords are not working, try something else. It could be that you are simply missing the mark slightly with your audience. Refreshing your keywords could give you a bounce in your rankings and site visits.
- Do not avoid the use of negative keywords. There is a place for negative keywords, and it is in filtering your results so that you draw in serious customers. Words like “cheap” or “free” will invite a lot of non-buying clickers.
- Avoid running campaigns without using conversion tracking. You will never know if your ads are working if you do not track your conversion rate. Simply knowing how many people clicked is not enough. This is essentially the same as counting the number of people who come in a store without tracking actual purchases.
With a bit of work, you can tailor your PPC campaign for maximum value and ensure that your customers will buy things when they visit your site. Orange County SEO can help you maximize your PPC campaign. Give us a call to discover how.