Search marketing is a world so vast that it can be quite challenging to master it immediately. It is highly unlikely to know its ins and outs in such a short span of time. One has to really take time to study it, and to continuously review it from time to time so as not to miss out on any trend that might affect its operations.
Search marketing depends so much on strategy and platform, as they always should go together, hand in hand. However, it also has to be noted that the keywords mean as much as those two do. It is important for search marketers to know the correct keywords to use, and how to use them. It is not enough to just determine the proper keywords. No matter how good your keywords are, if they are not put in their proper use, there will be no bearing at all.
Over time, software developers have successfully invented tools that make keyword search and matching them easier. There are now plenty of tools you can choose from:
- Google has long been known as a giant player in the internet marketing industry. One of the World Wide Web’s finest pioneers, Google has managed to create a world of its own, inventing its own applications and software designed to make digital marketing easy even for newbies. Google made its own Keyword Tool, which is one of the easiest to learn to navigate amongst its many counterparts. However, due to the tighter competition the internet faces every day, Google decided to shut down its Keyword Tool for public use. It is now exclusive to their AdWords subscribers. Even so, its competence and great interface makes it a popular choice for many website owners and operators.
- Its catchy name makes a great come-on for its target market. It has a wide selection of keywords, and provides quite a great volume of words on its feed every day. It also has a lot of great reviews, one of which is that not all keyword search tools come up with the same results as they have, which is why they get more subscribers than their direct competitors.
- One of the pioneers in the growing search marketing industry, this keyword tool is famous for its many choices of metrics only they can provide. It features comparisons on metrics not found anywhere else, which kind of gives the business owner
Internet marketing has managed to gain so much popularity in such a short amount of time. The reason why more and more businesses succumb the fast paced world of digital marketing is the promptness of results it brings.
It is so easy to market a product online, as compared to the old school marketing campaigns we have grew accustomed to, such as print ads. Digital marketing opened the doors for small businesses to lead brand awareness campaigns to let their name be known in a short time.
However, the internet’s nature of being fast paced is also one of its disadvantages. Being part of the web constantly requires a business to always be so updated with the trends. Otherwise, it will be so easy to just get lost in such an ocean of running competition. The eCommerce world is so far from calm, what with all the websites and businesses being launched every day.
Internet marketing is so complex. It is a whole world on its own, one that has to be thoroughly and carefully studied to be able to be successful in. There are lots of loopholes one can get lost in, which is why there are little mistakes committed every now and then. These mistakes might seem to be so little, but the effects they bring can be long term.
- Choosing keywords that are too broad. Usually, though not all the time, people who choose paid ads over organic SEO results are those who are not as familiar with the rules and fundamentals of search engine optimization. One of the main points of SEO is proper keyword usage. The broader the keywords are, the lower the chances you have on great results. The clincher for keywords is to keep them as specific as possible. An SEO expert knows very well that narrowing down keywords is what is needed to get the most out of SEO.
- Incorrectly grouping keywords. Sometimes, people think they should keep inserting keywords as much as they can, so as to arrive to a higher SEO result. While it is true that the more keywords you have mean a better score in SEO and ranking, overusing it will just backfire on what you want to happen. It is always best to make it sound as natural as possible, always being careful that it does not sound forced and overboard.
- Not doing ad variations. There is a famous saying we sure have heard once in our lives, “Familiarity breed contempt.” When a user repeatedly sees your ad on its usual position, using the same words, for several times a day, they will naturally lose their interest over time. It is always better to have different versions so your brand keeps showing something new. A recycled ad is fine, as long as the interval you exercise for changing them stays at a minimum of a month or even more.
- Disregarding ROI. Many businesses, even those operating offline, make the common mistake of not thinking about the return of investment. It can be dangerous, especially when miscalculations take place and get the better of you. When for instance you miscalculate risks and get the wrong results, it is so easy to get frustrated. Keep in mind that a business’ ROI varies, and usually depends on the strategies you exercise.
- Not bidding on your own brand. A business owner should take full responsibility in trusting his own brand. Interestingly, it is easier for other eCommerce site owners to trust their long term rivals other than themselves. It is ironic, but also so prevalent that it has been quite a norm in the industry. Even so, it should be a requirement for every business owner to put its full trust to its own brand. As they say, “If you can’t trust your own, who can trust you?”
- Not including negative keywords. Just because a certain keyword is negative does not necessarily mean it should not be used. Negative keywords are still recommended for use, just as long as you know how to use it. Use them to your advantage, make negative keywords a sign for crawlers to effectively disassociate a keyword from your ad, to have a better SEO result.
- Directing traffic to your own website and page. Contrary to popular belief, PPC finds better value when the traffic creates its own link juice that back links to your own website and home page. It creates better connection and association, and also provides better reputation, given the fact that only reputable websites are to be given back links to connect to you.
- Not using proper matches for keywords. It is different to match a keyword than to narrow it down. A keyword might already be at its most specific in relating to your brand name and business, but it could be a bad match. The key is to know where to put the keyword in the sentence. Also, the specific keywords should be connected to the page where they are to be placed. Matching them is essential to make the most out of your strategy. In order to get what you pay for, you should also do your part.
The internet is very easy to work with. Everything is already placed at the power of your fingertips. It is constantly changing, and the challenge that has to be taken seriously every day is to always be updated with the trends.
Always be mindful of your online activity, and observe the results you get every day to have an idea of what else has to be done and improved in terms of your website. Since we have said countless times how important it is to be updated consistently, it should be greatly remembered.
Know the trends and what can make it work. Review your strategies every now and then to see if they still work and how long they will actually work for the good of your business. Get to know what attracts your audience and how you should keep them. It is a given that you pay for results, but the truth is that even when the results are money-backed, it is still better to do your part to get what you pay for.
Marketing a business in the digital world can seem to be an easy task, what with all the fast paced results technology bring. Then again, campaigns done in the web requires consistent updating, which is where most of the challenge lies within.
The trends in digital marketing change every day, to say the least. It is highly fluctuating, which is why a business owner must know current happenings by heart, to be able to keep the website and its paid ads as updated as possible. Even when we know that AdWords campaigns are sponsored ads, money backed, as they say, it does not mean we have to completely rely on them alone. Business owners and website operators should also do their part to make these strategies successful.
- Specify your ad text to make it match your brand. In digital marketing, your business is your branding. Brand awareness campaigns offline usually consist of print and TV ads. On the other hand, marketing your business on the web entails you to be as creative with your brand name itself to make the cut. Sponsored ads are obvious that they are positioned in a prime spot just because they are paid. There have been studies that showed how users choose organic results as compared to the sponsored ones. This is where ad text comes into play. Make it match the vibe you’re leaning on, and make it match the product you’re promoting.
- Make use of negative keywords. Negative keywords do not necessarily damage your campaign. Use them to your advantage. There are specific tricks in using them to direct indexers and crawlers of search engines to only include your ad in the results on queries related to your line of website. Negative keywords make it clear what your website is and isn’t about.
- Be mindful of your current quality score. Think you can trick Google or other search engines? Think again. They are so smart, with the many smart heads that run it all together. Their bots were designed to detect unusual behavior usually caused by humans trying to outwit them. Besides, quality scores are meant to give you an idea of your website’s current status, so you know what areas you have to improve on and concentrate in. Search engine marketing needs constant updating. Your content last week is outdated today, and the trends in the eCommerce world also greatly affects your score if you’re ad takes a long time before updating.
- Know your click through rates. Search engine marketing does not solely rely on the rankings, they also highly depend on click through rates (CTR). The rankings sure have an effect on sales and traffic, but what really determines the feasibility of your ads is the CTR. Do people actually click on your ad and convert into a sale after they did? If they just clicked and it stopped there, something might still be missing. There might still be an area left uncovered.
- Expand your keyword choices, broaden them. Ironic as it might sound, a broad choice of keywords can be a great way to improve your AdWords campaign. Remember, it is the range that should be broadened, not the keywords themselves. It has been said time and again that the rule of keyword usage is to keep them as specific as possible. It is impossible to hit a great search engine ranking when using general keywords, plus it will make it impossible for your target market to find you.
- Review your ads and vary them. Reinvention is a good way to keep your patrons visiting your page. It also goes the same with the ad. If an internet user keeps seeing the same ad several times a day, he might easily lose interest and dismiss it as just another ad that will waste his time. If however, you manage to have different ad versions, it can successfully pique the interest of different people who can then be part of your loyal following in the long run.
- Track everything. This might sound lame and useless, but for starters, this one can give you the lowdown of where you are now and what you can do to advance at the upper part of the ladder. While still on the startup stage, it is always best to track every ad and see how it fares on the web. The competition is so strong that it is highly likely to quash newcomers in the industry. They key is to always be aware of where your ad is standing. When you can compare your ad’s movements in every part of the day, you can then effectively strategize to improve on it.
- Write rich content for your ads. AdWords has that challenge of limiting your ad characters to a measly number, but take it as a challenge you would not dare to lose. Your ad content is what can set it apart most effectively from the vast competition. Remember, you are not the only businesses who have given in to paid ads. Even when your payment somewhat guarantees your ad a prime spot in search engine results, it has to be noted that a sponsored ad cannot be given the top spot if its keywords and all content are not on point.
- Know what your competitors use. See how they use up their AdWords campaign to its maximum potential. Oftentimes, businesses who sign up on paid advertising leave it all up to the platform to do all the work. Know what your rivals use and see how you can use that information to your business’ advantage. Always have an objective to quash your competitors and climb up at the top.
Paid ads has become popular because of the convenience it lends business owners. The comfort of having an advertising platform where results are backed by money makes it easier for them to invest as compared to SEO, which takes absolutely more time and effort before results are reaped.
Even so, businesses using AdWords campaigns should do their part in always improving their platform and making sure their ads stay as appealing as they could get. In reality, you only get what you both pay and work hard for.
Starting a business is a web of expenses that never ends. Investing entails quite a large amount of money, without much security that it will be returned in a specific span of time. For one, a business is a big risk. One cannot really start a business without putting off with a risk.
Startup businesses are always wanting to skimp on things they can skimp on. They want to save as much money as they can, and advertising will sometimes have to stay on the backseat to give way for things that are deemed to be more important, such as production and workforce.
However, when you are working on the internet and would want to promote your brand as early as you can, pay per click (PPC) advertising is a popular choice. The question is, how will a startup business find a way to engage in a PPC platform without breaking the business’ bank?
- Make use of an AdWords coupon. AdWords provides coupons to its new users and subscribers. These coupons come in handy when a business is still relatively new to PPC and is still testing the waters. They allow you to save on your first month with PPC, which means you still experience the same results without having to spend quite as much. Though it does not fully free you from the fees, you could at least save some while you see if PPC will work well with your business.
- Analyze quality scores. It is important to track everything during the first few months. It will allow you to see PPC’s effects to your business on viewpoint. Quality scores were invented to let users know how they fare in the competition. Keep these scores closely monitored to know if the current platform you are using is the best one for your business.
- Take shared budgets into consideration. You can split your budget to have a taste of all the campaigns available. You can try them all in a short time to see which one of them fits your personality, your business, and even your target market. This will give you a chance to experience them all firsthand, all without the risk of breaking your bank and leaving you with nothing more.
- Focus on your core products. When starting out with PPC, it is only ideal to just take the spotlight to your primary items and services first before being all out. It is a very smart move, as you get to market a core item in a primary platform. That way, you know you tested PPC the best way you possibly could. If it works and you make profit, that is the time you can include your entire product list on the ad.
- Be mindful of web analytics. Clicks on your ads and website visits were so long thought to be what it means to have a successful advertising campaign. While that is true, it is also as important to pay attention to the conversions. You can only be so sure that your ad is working if you get good click through rates that convert into sales and profit. What good does an ad do if it does not add up to sales?
- Use geotargeting. For starters, it is a good idea to start with your local area first in implementing PPC. If you think your business will do better on an area rather than your own, it is also perfectly fine. The idea is to focus your PPC campaign on a small area and aim the target in there while still testing the PPC effects. See if it can actually do good to your business.
- Be specific in matching phrases and keywords. Know the fundamentals of keyword research and usage, so you can save money on it. There are some platforms offering PPC and keyword search. When you are quite skilled and knowledgeable in matching keywords, you will only have to spend on the ads alone. You can then do the matching yourself. Start out with exact keywords that you’re confident are specific enough, so you get strong targets that will most likely convert from a single click to a sale.
- Use ad extensions. In internet marketing, extensions make it possible to widen the scope of your ad and make it reach more people than the ad alone can. They have been invented and developed for a reason, the reason of which is to allow users to expound on an ad they are paying for. Ad extensions make your ads visible to a larger group of people. They make your brand louder and more attention seeking, which is always a good thing for business.
- Try click to call campaigns. Since most people use smart phones nowadays, click to call campaigns have started becoming quite the current cream of the crop. More and more businesses use it, and have found great value in it. No more wasted click throughs that did not convert into sales, because in this platform, you can negotiate with everyone who clicks to call. Converting them is now up to you. You only pay for every call you get. It is very much a case of just paying what you get.
AdWords is now one of the most preferred platforms of marketing, advertising, and promotions. It provides great results in a short span of time, and is also a consistent favorite of small businesses that are still in the process of trying to make a name for themselves, and making that name remembered.
The tight competition websites face every day can be overwhelming, which is why even the bigger names in the business give in to paid ads. PPC is a smart investment, as you get the notion of only paying for the clicks your ad got. You have the security that each penny you pay them is a traffic that has been generated by your website. Each click counts, but it will not count as much if you pay too much on your very first try. Keep these tips in mind to make your PPC adventure as smooth sailing and light on the pocket as possible.