Category Archives for "Keyword Ideas"

Feb 02

10 Things That Will Make OR Break Your Marketing [VIDEO]

By Laura Kimball | Ad Strategy , Internet Marketing , Keyword Ideas

In this video,  ‘10 Things That Will Make OR Break Your Marketing’ I have put together my top 10 list of things that have the most impact on your marketing. Marketing in today’s environment can be difficult with so many distractions that we can easily be led down time consuming tasks that often times yield in no returns. Hopefully this video will provide some much needed insight to help you stay on target with your marketing efforts.

  1. Understand your audience as this is the foundation for everything you do.
  2. Create a keyword strategy that includes both head and long tail keywords.
  3. Use those keywords to lay out a content strategy that is realistic.
  4. Produce great content that includes a variety of formats such as PDF’s and Videos. Make sure that content is easily sharable on social.
  5. Promote solutions, not features!
  6. Content is king but design rules.
  7. Show a consistent brand message. Don’t be afraid to have a brand personality, a little swagger so to speak. It’s your attitude that people will remember.
  8. Customer service never ends. Happy customers make for great marketing.
  9. Use inbound and outbound marketing as appropriate.
  10. The internet is always evolving. Test, Measure and Refine your marketing efforts often.

10 Things That Will Make OR Break Your Marketing Following this outline will help you understand your audience and build a marketing strategy that will send the right message to the right person at the right time!

Let us know what methods are working for you.

Jan 14

Are You Making The Most of Your Search Traffic?

By Laura Kimball | Internet Marketing , Keyword Ideas , Paid Search Campaign Performance , Search Engine Marketing

In the world of search when you can align organic with paid successfully a whole new level of traffic can be reached with efficiency. Let’s face it you spend all that time researching one or the other for keywords and then set off to produce some great content. Aligning your forces may be easier than you think, that is if you can get the opposing marketing specialists you employee to perform each task to agree that it should be done!

search_traffic_machine

SEO versus Paid Search

Why tackle both? If your goal is to dominate SERP’s [search engine results pages], then you should consider using a combination of both SEO and Paid to improve your business.  Two very different disciplines that accomplish the same goal, increasing sales!

serp

Some Differences to Consider… Both SEO and Paid Search have their own individual technical challenges which I would never under any circumstances discount, but don’t miss out on the opportunity to leverage similar efforts such as keyword research or repurposing some great content.

SEO requires technical knowledge in how to properly assemble a page, leveraging the right elements and the right tactics to succeed in link building. Use heading tags appropriately, such as <h1> and <h2> tags that reflect your keyword and title of your page. Ensure that you use the keyword in the first sentence of the body. While you should write for human consumption first and SEO second it is best to use the keyword at least 3 times in the body copy and at least once in the URL. These are just a few high level examples.

Paid Search or PPC can be implemented quickly and can be modified at any time reducing the amount of marketing budget spent on ads that are not performing.  PPC can reach a broader audience with keyword variations that can be expanded over time. Campaigns can be optimized to achieve the best ROI using the right features for your specific needs.

SEO takes time to see results while PPC can be immediate both efforts rely heavily on the concept of keywords.

Where to Start! Analyzing your current traffic is always a great place to start exploring what may already be working. Do you know what keywords people are using most often to find your website? What keywords are driving the most conversions? Using that existing keyword list as research to expand on similar ideas can give you more options to work with.

A little recon on the competition is another great angle to explore. There are several sites available to assist in just such research.

A great resource to find sites like yours and your completion is similarsites.com which shows sites like the one you enter. You can use the results to create your competition list for further research. A couple great competitor research sites come to mind such as, Spyfu.com that provides both organic and paid keyword data and SEMRush which also provides organic research, as well as ad and keyword research.

If you’re looking for more ideas we have a keyword research tools for you. Simply enter your keyword, landing page or category to get a list of possible keywords.

keyword_research_example

Once you have a keyword list in mind it’s time to validate each keyword for its worthiness using a keyword research tool. Not all keywords are created equal. You should evaluate keywords by your current rank, difficulty/competition, monthly search volume, and average CPC. This will give you a solid foundation on which you can prioritize your efforts.

Conclusion

Combining SEO and Paid Search can give you the ultimate traffic generation machine to drive your business. SEO takes time to see results while PPC can produce immediate traffic. PPC can provide greater flexibility in the keywords you pursue and can provide a great environment for testing. Using both SEO and PPC together can give you the right combination of traffic that can be sustained long term.

Jun 13

Are You Buying PPC Keywords that Align with Your Users Intent?

By Laura Kimball | Ad Strategy , Keyword Ideas

It is easy to get carried away when you’re researching PPC keywords that all sound good but are you aligning your offers to your keywords not only for general relevance but also for intent. You will improve your conversion rates if you simply line up your keywords and subsequent offers to where your visitor happens to be in the sales process. If you only target customers that are ready to buy you may be missing out on some great opportunities to build a prospect. If you are already participating in content marketing you most likely have some great assets in place that help you assemble an audience up stream.

PPC keyword intent

There may be some overlap in intent keywords but you should have a general sense of what your target audience is searching for at each step of your sales process. Be sure to work those intent keywords into your keyword research and look for opportunities to create campaigns that are very specific to what you want to accomplish. Relevance is always a priority no matter what! If you are promoting a ‘Free eBook ‘you should never send them to a landing page with a ‘Free Trial’ unless that is part of a thank you page designed to offer a next step.

In fact you can create your campaigns by thinking in those terms. Top of funnel, middle, and bottom are very distinct in the activities in which your users participate. When establishing your campaigns it is often helpful to layout a strategy that aligns your efforts. This task should also include an overall methodology to test and track your results. As you build your promotions think of the next steps for each phase and add those offers into the mix. If they download a PDF, offer a Demo or a Free Trial but always keep the forward momentum going.

Top of the funnel is an area that can be more affordable in your PPC campaigns depending upon competition. It is also a great way to begin a relationship with your potential customers. Get in front of them early by proving the right information that will guide them through the buying process and they will continue to come back to you for more information as they get closer to making a decision. This is a great time to promote How to Guides, White Papers and Case Studies designed to educate the audience on your particular expertise. You can always use next step offers to nudge the relationship forward.

Moving down the funnel it is important to continue the relationship showcasing what you have to offer. This will instill a confidence that doesn’t happen right away if you reach them later at the point in which they are ready to buy. Loyalty is a dominate factor in many consumers, it is important to satisfy their need for information at all stages. You can use comparison guides, feature lists and any other content that showcases your product or offer. Again don’t be afraid to get in and start the relationship early and follow up on the next logical step.

The bottom of the funnel will most likely be your primary focus but you may find it comes much easier if you have established the right information path from the beginning. In addition to ad buys it is also important to provide the necessary information for the right stage of the process as many people online now get bits and pieces from multiple sources making the cycle much more confusing.

As you pursue your keyword list research keep in mind what area of the funnel each keyword may apply to and think of ways to work your existing content into promotions. Compare average cost per click, competition, and search volume for keywords that meet the intent criteria and expand your keyword buys to test your theories.

Aug 17

Determine Effective Keywords

By Laura Kimball | Ad Management , Ad Strategy , Keyword Ideas

Selecting a keyword strategy can be a very challenging process. Creating the most effective blend of long-tail keywords versus broad terms depends greatly on your overall business objective. While generic keywords can drive large amounts of traffic, the actual users may not be as qualified as specific combination keyword terms. First, let us look at some examples, more specifically the type of user most likely to click on each type of term.

Consider the term “used cars” for a moment. A person searching for that term may be looking for a used car dealership to purchase a vehicle, a repair shop, or even insurance and may be anywhere in the buying cycle. There is very little information to reveal the intent of the search.

In comparison, a person who searches “2008 Toyota Corolla transmission repair Manhattan Beach CA” tells us that a person owning a specific vehicle is looking for a local mechanic to perform a certain type of service. If you happen to be offering that service, buying keyword terms that apply to your specialty can generate very qualified traffic.

Now we will compare the cost of each type of keyword buy. Generic keywords can come with a hefty price tag but usually have plenty of available inventory to purchase. Long-tail keywords tend to cost less but also have fewer searches associated with the term, which can create a shortage of traffic. This means that coming up with multiple sets of keywords will be required to get the necessary volume.
Once you are able to hone in on terms that work expanding the campaign with variations is a simple task. Considering the cost of specific, multi-word phrases is usually substantially less in comparison with generic terms the effort can be well worth it to both your bottom line in CPC reductions while still demonstrating a much higher conversion rate improving your ROI.

Aug 17

Establishing the Right KPI’s

By Laura Kimball | Ad Analytics , Ad Management , Ad Strategy , Keyword Ideas

People often forget the importance of aligning KPI’s with your actual business objectives. One of the biggest challenges in creating meaningful KPI’s is ensuring your metrics support the overall needs of the business. Let’s face it, you can’t measure everything. Focus on the numbers that tell the story of where you’re going. KPI’s can vary depending on many factors such as your business model, your product maturity, the sophistication of your tracking ability, the volume of actions and resources available to evaluate the data.
Many times KPI’s are established based upon readily available data, Traffic, CTR, Conversions, or Cost. While these data points are quite important they are not necessarily the only pieces you should track. Marketing has increased in complexity which requires adapting to your customers and the way you track them. Consumers received information from many points of contact influencing their buying decisions which needs to be considered in your KPI’s.

If you begin with your business objectives first and then determine the most important elements that measure the success of those goals you will ensure meaningful measurements. For example if one of your business objectives is to build brand awareness by driving consumer demand for your product or service then measuring the volume of traffic is a simple KPI. If Social has been a new part of your marketing arsenal and your business objective is to tap into brand influencers or ambassadors you may want to include a KPI for the number of Facebook “fans” or “likes” as well as the number of wall posts.

KPI’s may change over time but their actual meaning should always relate back to your primary goals as an organization.