Category Archives for "Search Engine Marketing"

Aug 06

30 Ways To Make The Most Out of Your Keyword List

By Laura Kimball | Search Engine Marketing

Marketing today is all about keywords whether you’re talking about SEO, PPC or Social Media. Every time you begin a task for a campaign you start with a keyword list so I thought it would be helpful to show you how you can leverage your keyword lists to make the most of your efforts.keyword-ideas

First and foremost I think it makes sense to create a master keyword list with labels to identify what category each keyword can be used for as not all keywords work for all your focus areas. It is important to integrate your keyword efforts. For example, as you tackle your SEO challenges consider where else that keyword might be useful.

Fresh Idea’s for Finding Popular Topics/Keywords

Coming up with keyword ideas can be a daunting task. So here are a few ways you can get fresh ideas.

  1. Include keywords that cover customers “Pain Points”.
  2. Don’t forget to research your competitors.
  3. Browse LinkedIn Groups for topics that are generating a lot of comments.
  4. Look for trending topics on Twitter.
  5. Use Feedly to organize your feeds and see what popular blogs are talking about.
  6. Search Communities on Google+, this is a great source for inspiration.google-plus-communities
  7. Look for people asking questions on Quora.
  8. Search using Google Trends.
  9. Look for topics that get voted up on sites such as Inbound.org and BuzzSugar.com
  10. Search Topsy for insights.topsy
  11. Don’t limit yourself to keywords that describe your product.
  12. Consider frequently asked questions that people ask before they buy.
  13. Expand your keywords into feature descriptions.
  14. Think of gender specific words that may play a factor.

Find Leads Using Your Keywords

    1. Find Twitter Followers – Use Twitter Search to find people who are talking about your keywords.

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  1. Find Google+ members that have your keywords in their posts and add them to your circle.
  2. Join LinkedIn Groups on topics that include posts or questions that include your keywords.

Social Media

  1. Create Social Posts across all your social networks based upon your keywords.
  2. Create alternative content such as images and videos leveraging your keywords.
  3. Find and post inspirational quotes that keep with your keyword theme.
  4. Don’t forget to post your images on Pinterest, and videos on YouTube.
  5. Collect facts as you’re doing your keyword research that can be used in Infographics on the topic.

Headlines & Content

  1. Test variations of your keywords in your headlines.
  2. Create new content every time you test a keyword in PPC.
  3. Keep your blog posts up to date with ideas from your popular topics.
  4. Make Infographics that are informative and sharable. You can use something like Piktochart which makes it very easy.piktochart

Pay Per Click Campaigns

  1. Try new keywords on AdWords to test performance before you invest a lot of money on content.
  2. Use Negative Keywords to eliminate wasted ad spend.
  3. Experiment with Facebook Ads.
  4. Use Twitter to promote posts containing your keywords using Interests and Followers filters
Jul 02

Now Get Your RSS Feeds In Your MoreFollow Twitter App

By Laura Kimball | Search Engine Marketing

Morefollow.com, the latest Twitter App brought to you by Click Measure Media now offers Feeds that allow you to share your favorite content right inside the morefollow tool.

Find Your Followers

Discover the right people to follow with complete control over keywords for follow recommendations and then share the best content to improve your Twitter engagement. We understand that finding content to share can be challenging, so we make it easier than ever to find it and share it!

Keep Your Content Fresh

Simply add your favorite feeds and get fresh content ideas that you can share as you see fit.

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Manage Your Feeds

You have complete control over your feeds. Add or remove feeds as you see fit. It’s as easy as entering your feed URL and we do the rest.

 

We hope you find this new feature useful!

Mar 06

5 Reasons You May be Losing Your Website Visitors

By Laura Kimball | Search Engine Marketing

You work really hard to get visitors to your website but are you making the most of their visit? Website optimization should be a big part of your business. Odds are you spend a fair amount of effort in generating traffic but are you really investing in user experience once they have arrived. If you are looking to solve the biggest problems with losing a visitor once they have arrived here is a quick list of the most common causes of website abandonment that may help you get your website in tip top shape.

Why Are You Losing Your Website Visitors?

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Problem #1: Relevance 

They did not get what they came for

Solution:Make sure your promotional efforts are focused on driving the right traffic.  If you are promoting “The Best Cookies in South Bay” never take them to a page that offers healthy vegi snacks. This may seem simple enough, however it is probably the most common mistake.

Your page should have a theme, remember just one! Stay focused on that one message throughout the entire page. Keep it relevant and consistent!

Problem #2: Your Story

Your story did not resonate with the user

Solution: Your story should solve the user’s problem not hit them with a list of features.  Tell your story in a clear and concise manner that is easy to understand. Don’t try to impress the visitor with your use of industry buzz words or complicated explanations.  You should not be vague or use words that may be misinterpreted.

The perfect story shows the user how you can solve their specific problem.  If you show them how you can make their life easier you have shown them value.

Problem #3: Design

They did not find your site visually appealing

Solution: Design should consider a variety of aspects such as color, navigation, page length, clutter, and visitor flow just to mention a few. A good design should be both visually appealing and functional. Visitors will look and then read. Your design should draw the user in instantly and then gently nudge them in the right direction.

Use your images wisely. Images can be very a valuable use of real estate. Make sure that your image conveys the right message and aligns with your intention. Don’t use too many images that distract from  your main goal.

Problem #4: Layout and Navigation 

The user got lost in the clutter and could not find what they were looking for

Solution: Clutter is your main enemy. For example if you have ever put your house up for sale the first think your realtor will tell is to remove all unnecessary items. To show your house in the best light it should be clean and open. They call this staging and you should apply the same principles to your website layout.

Once you clean up your layout make sure that your navigation is in order. The one single job of your navigation is to make it easy for your visitor to find what they are looking for. You should keep it standard issue here, don’t make people guess. Navigation should never be confusing.

Problem #5: Missing Next Steps 

If your visitor has not left for the previous 4 reasons there is one critical item left on your list and that is for them to take action.

Solution: You must give the user something to do. Have a clear call to action. If you can’t answer the question of what it is they should do next you have a little work to do.  Your call to action should naturally take the user to the next step. If your copywriting and layout have done their job the user should be ready and eager to take that action.

Your call to action should stand out. Make sure that the user can find and identify with the CTA.  Your label should be intuitive and designed in a way that stands out from the rest of the page.

Conclusion

There are many ways to improve your website. If you begin by discovering the obstacles your user has experienced and work towards removing those hurdles your website will be a friendly place for all. Your conversions will increase and you will be on your way to enjoying more customers.

Feb 23

32 Ways To Improve Your AdWords Quality Scores [Infographic]

By Laura Kimball | Google AdWords Performance , Search Engine Marketing

Improve Your AdWords Quality Scores

Are you making the most of your ad budget?

You already know that there are many ways to improve your PPC performance, but improving your AdWords Quality Scores should always be a priority! Having low quality scores can impact your bottom line by effecting how much you pay per click, but it can also prevent your ad from showing up all together. If you are not paying attention, odds are your competition is…

So here are 32 ways to get you started!

32 Ways To Improve Your AdWords Quality Scores

Click To Enlarge

We hope you found some new answers here. Please let us know what works for you by leaving us a comment.

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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!

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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!

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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.

Dec 02

5 Tips for Writing Effective PPC Ad Copy

By Laura Kimball | Ad Strategy , Internet Marketing , PPC Advertising , Search Engine Marketing

Coming up with fresh ideas on how to create ads that convert can become a never ending task so here are my 5 top tips to help keep you inspired. Before we begin let’s breakdown the elements that make up the perfect PPC Ad Copy. It all starts with the attention getting headline. The offer itself and the almighty call-to-action is also important. Writing enticing ad copy that also follows your keyword relevance is always a challenge. You must ensure that all your copy aligns with what your customer is expecting and is directly related to your keyword, your offer and your landing page.

Here are a few tips to get you started:

  1. Know your competition! Do your research to understand what you’re up against.
  2. Keep it simple. We have a tendency to over complicate the message when a simple straight forward approach often times works best.
  3. Create an emotional response which establishes a connection and inspires action.
  4. Have a clear compelling offer and call-to-action that explains exactly what you deliver.
  5. Make your words count. Limit your abbreviations and technical jargon while keeping your ad relevant.

The right combination can make a big difference in your click-through-rates. Headlines are especially important as this is the attention grabber. If you don’t get them hooked instantly your odds of persuading a click go downhill fast. Get their attention quick and reel them in with a great description that quickly identifies your offer.

ad-copy-description

You need to answer the following questions. What sets you apart from the competition? Why should they buy your product instead of someone else’s? What do you have that no one else does? Describe your offer – Free Trial, Get a Demo, Free Shipping and invite them to complete the action. Make it easy for the user to get what they need and you see a great improvement in your ad performance.

You should continually test at least 2 ads for any given ad group, keeping the best performing ads while rotating new ads into the testing mix. Ads that have a higher CTR will improve your quality scores and will reduce your CPC saving you money.

Leave us a comment and let us know what works best for you.

Nov 13

How to Use Google AdWords Ad Extensions to Improve Your Ad Rank

By Laura Kimball | Ad Management , Ad Strategy , Google AdWords Performance , Internet Marketing , Paid Search Campaign Performance , PPC Advertising , Search Engine Marketing

Why should you use Ad Extensions? You have probably heard several weeks ago that Google added Ad Extensions and Formats as part of their ad rank which now makes it essential for you to implement extensions as part of your campaigns. Winning an ad placement went from Quality Score + Bid = WIN to Quality Score + Bid + Impact of Extensions = WIN.

Google AdWords Ad Ranking

So where do you start? You need to create a variety of extensions in your campaigns and Google will pick which ones to use depending on what they believe will have the most impact. Keep in mind not all positions will include an extension, typically only above search results which tend to have a higher CPC to begin with.

First here is a breakdown of Ad Extensions:

Locations: You can link a Google Places address or create an address manually.

Call: Add a phone number for your campaign or ad group. You can also select all devices, Desktop and tablets, or Mobile devices only. If you want to use call reporting you must use a Google Forwarding Number(Google Voice).

This feature is currently only available in U.S., U.K., France, and Germany.

Sitelinks: You can create up to 20 custom links by defining the link text and destination.

Example:  Home, Stores, On Sale, Support, Products, About Us

Social: Add a Google + page.

Dynamic Search: This extension uses your website content to target your ads.

Apps: Target either Google Play or Apple App Store to promote your application.

Review: Promote third party review links.

lakerstickets

What does Google like to see? You can create any combination of the above extensions and simply add them to a campaign or ad group. Google will decide which extension to display based on what they feel is relevant and will produce the highest click-through-rate.

Oct 29

Your Complete Google AdWords Audit

By Laura Kimball | Ad Management , Ad Strategy , Google AdWords Performance , Internet Marketing , PPC Advertising , Search Engine Marketing

Complete your Google AdWords Audit to see where you can improve your campaign performance. Anyone looking to promote a website understands that Google AdWords can be an excellent way to drive traffic and increase your sales if done the right way. It can also be a very expensive way to fail if you don’t manage your campaigns.

Google AdWords ChecklistManaging a PPC campaign can be rather exciting and very rewarding when it all goes well. It can also become very costly if it is not done properly.

Here is a great way to start by finding out if your campaigns are set up for success. Simply follow the checklist below.

General Campaign Strategy

  • Do you organize your campaigns with logical/descriptive names that are easy to follow?
  • Are you making the most of targeting settings? You should leverage devices, location and time of day.
  • Do you have remarketing specific campaigns?
  • Do you include ad extensions? This is now part of Google’s new algorithm for its ad rank calculation.
  • Do you have campaigns specifically for branded terms? If you are not bidding on your own brand odds are your competitors will.
  • Do you use negative keywords to eliminate unnecessary clicks?
  • Do you have your campaigns separated by Search and Display? These are two very different types of campaigns and should never be combined. Besides being able to control your bids effectively you must also consider the difference in your visitor. A click coming from search is already looking for what you have to offer. A visitor coming from a display network may have never heard of you before seeing your ad and therefore requires a different type of landing page/offer entirely.
  • Do your display ads include a variety of banner sizes?

Must Haves for Ad Groups

  • Do you organize your ad groups with logical/descriptive names that are easy to follow?
  • Are you taking advantage of ad group settings?
  • Do you limit your keywords to 20 or less to promote themes with ad copy?
  • Do you use negative keywords to eliminate unnecessary overlap between ad groups?

Ad Essentials

  • Do all your ads align with your keywords for relevance? Does the ad clearly promote the keyword?
  • Have you checked all of your destination URL’s for landing page relevance? Does the landing page follow the theme?
  • Do you include proper analytic tracking for your destination URL’s ?
  • Do you include at least two ads in each group for A/B testing?
  • If you are using a display ad have you included ads for all available sizes?
  • Do you monitor for ad position and CTR’s?

Keywords Mechanics

  • Do you use keyword research tools to discover competition, # of searches and costs before you implement them?
  • Are you leveraging the right match types to achieve the desired results?
  • Do you monitor your Quality Score for each keyword? QS includes Landing Page Relevance, Click Through Rates, Ad to Keyword Relevance and several other miscellaneous factors.
  • Is your landing page to keyword relevance where it should be?
  • Do you use query reports or negative keywords tools to discover possible negative keywords that should be added?

Landing Pages Fundamentals

  • Do your landing pages follow industry best practices?
  • Do you have multiple landing pages for A/B testing?
  • Does your offer and call to action do the job?
  • Does your landing page pass the blink test? If you can’t clearly identify the intent by the time you blink you should consider improving your landing page.
  • Do you have separate landing pages for each type of offer?
  • Do you have separate landing pages for each type of device?

Analyze and Understand Your Metrics

  • Do you have a regular schedule to analyze your reports?
  • Does your average cost per click align with your company goals?
  • Do you understand your conversions?
  • Do you measure clicks vs. conversions?
  • Do you look for changes in key areas such as cost per click, position, click-through-rates?
  • Do you analyze your landing page activity to look for improvements?

We understand that managing PPC campaigns can be a complicated and challenging endeavor. If you start with a good foundation you greatly increase the odds that your ads will perform well. Having a well organized campaign will also reduce the amount of time required to maintain your campaigns which will make everyone happy!

You may also download the PDF version, here.

Sep 24

Special Offer from ClickMeasure Pro

By Laura Kimball | Paid Search Campaign Performance , PPC Advertising , Search Engine Marketing

Winter is here and there has never been a better time to save money on your Google AdWords! Whether you are ramping up for the holidays, promoting seasonal items or just want to get a handle on your campaigns we are here to help. Not all ads are created equal. The same ad can cost you more if you don’t have favorable quality scores. There are always opportunities to weed out the aspects of your campaigns that are eating into your budget with ads that are not performing or eliminating keywords coming from queries that don’t pertain to your audience.

Let us save you time by automatically generating your hit list! Get started now and see how quickly you can start saving money.

We have a risk-free 30 day, no hassle money back guarantee. If for any reason you are not completely satisfied just let us know and we’ll be happy to refund your payment. To save you even more money we are offering a 20% discount off your first 3 months, just use promo code WINTER when you sign up.

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Aug 16

ClickMeasure Pro Announces a New Look!

By Laura Kimball | Search Engine Marketing

Click Measure Pro has a new look and feel! We are proud to announce major changes that we hope will help our customers stay up to date with the latest industry features available from the major Search Marketing providers. For starters, the platform now accommodates enhanced campaigns offered through Google AdWords. The alert system now includes more granular controls to improve your results. The bid recommendations also offer more options to refine your goals fine tuning your suggestions. Our mission is to help you get better quality traffic while spending less on your campaigns.

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If you’re looking to save time and money on your PPC campaigns feel free to take it for a spin with a free trial and let us know what you think.