Wednesday, 10 September 2014

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Deriving The Meaning Of A Good PPC Account Structure – What’s The Take?

Posted by Jimmy  | No comments

Did you know that improper and inaccurate account structure is one of the main reasons that the business organizations end up concluding that pay-per-click (PPC) advertising is both unmanageable and unprofitable? Their lack of success rate stems solely from an account that is not set up for sufficient ads thereby resulting in a high quality score. A messy AdWords account structure can make for failure but if you can engineer your account structure for success, you can certainly succeed in reaping profits. Check out the ins and outs of PPC Account structure.

Improper Account structure – What problems can it create?

Yes, it is true that your AdWords account will bring you enough profits only if you can organize it properly. The overall cost-per-click of your ads will reduce and also make it easier to interpret what your AdWords reports mean. For instance, you can consider an AdWord’s account that includes more keywords in a particular ad group than what is necessary. This makes up for confusing reports that gradually get more confusing as keywords from one ad group overlap with another. This may lead to clicks that come as a result of coincidental keywords that might not match the traffic that you desired for. You therefore spend more money which leads to wasted clicks that perform poorly.

What to do if you want to make your account structure profitable?

Your Google AdWords account structure is extremely important and hence it should be divided in logical and clear steps. By dividing it into steps, this will reduce the instances of redundant keywords and allow you to focus on your ads and show them only to people whom you actually want to show. This clearly shows that the taxonomy of your account should go from the broadest sense to the most specific: AdWords account, your campaigns, your ad groups and your ads. When you define your ad groups, you need to make sure that you make your keywords as specific as possible, which means using exact matches rather than broad matches for phrases and also making excessive use of negative keywords so that all the uninterested visitor don’t accidentally click on your ads.

If you have multiple products or regions that you wish to promote through advertisements, you can create separate campaigns and then mirror the entire process with the parts that you want to change to present. You can therefore make your campaigns as efficient and specific as possible while raising your AdWords Quality Score. By employing this process, you may see that you end up with several hundred campaigns and this can be handled with the use of different applications like AdWords Editor provided by Google, as they can allow you to make large-scale changes.

Hence, we see that there are a number of critical elements that should be considered to run a lucrative Google AdWords campaign. You might team up with your PPC manager and make sure you avoid all the mistakes that can put water onto your PPC efforts. Know what a good PPC Account structure is before  you take the plunge.
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Tuesday, 9 September 2014

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Getting Crushed By Your Competitors – 4 Things Your Competitors Are Doing

Posted by Jimmy  | No comments



Google has become the online platform for companies to make their web presence felt to their visitors. While there are innumerable number of companies who are trying to outshine you by employing different strategies, this quarter, Google shopping e-commerce strategy is the key to more exposure and holiday sales. Have a look at the major tricks that your competitors are taking resort to, to out leverage you on Google. Stay informed so that you can save and retain your position on Google.

  1. Enhance brand perception: Google Shopping space on search is usually relegated to about 3-8 Product ads and 3-6 paid ads. While this is a very good portion of the Google Shopping page, getting visibility in these portions can be a real challenge. Your competition will consist of leveraging space on Google in order to highlight their brand, store and other product attributes to encourage more impression and sales. You consider using some Google programs like Google Special offers, Google Seller ratings and Google Product ratings in order to ensure staying on the top and retaining your website’s position on Google.
  1. Make changes in Feeds: This is perhaps the best time to revisit feed optimization for all your AdWords campaigns. Data feed changes can always be time-consuming and intimidating as well, but at the same time it also has a significant impact on Google SEO, click-through rate and conversions too. Are you aware of the recent Shopping Campaign updates of Google? Custom Labels, Google Shopping Campaign Structure are some of them. You also need to enrich your product information by enhancing product title SEO and user search queries for title optimization. Design your product descriptions in the best way possible and identify top performing and seasonal seller groups.
  1. Optimize Big Data: Google Shopping Campaigns are indeed a great way of tracking and leveraging Google data for Shopping campaigns. Some useful Google Shopping tools that your competitor might be using to out leverage you are Bid Simulator, Impression Share, Benchmark Click Through Rate, Max Cost per Click and SKU Level Reporting. You might create an ad schedule for your Google Shopping Campaigns and then break it out into 4hour blocks. Always consider running ads during the peak times on off-days to measure and test performance and modify and spend on budget.
  1. Leverage Search Trends: Yes, it’s true that mobile is the fastest-growing segment of e-commerce and your competitors are all leveraging mobile-specific device bids and they’re also optimizing exposure for holiday season. We’ve seen that the conversion rate on mobile traffic is pretty low but still mobile is still an important part of a solid Google strategy. If your website is not mobile-optimized, you can start off with a bid of 25-50% on mobile traffic. In order to change your device bid for mobile in AdWords, you can navigate to the settings tab in your Shopping Campaign and then select Devices and this way you can change your mobile bid.
Hence, if you don’t want to be mowed down by your online competitors, you can take into account the above mentioned things that they’re doing to pull you down. Take the required precautionary steps to stay on top.
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Will DuckDuckGo Be The Next Big Player In Search And Overtake Bing?

Posted by Jimmy  | No comments

Recent reports suggest that amidst the growing concerns over privacy and a deal with Apple, DuckDuckGo has all the needed potential to become a major player in search engine. Within a few days, Apple will be launching its iOS8, which is the latest version of iPhone’s mobile operating system. But this will come with a twist as one of the new features in the operating system will be the user’s ability to select DuckDuckGo as iPhone’s default search engine. This is nothing but a search engine that focuses on smarter answers, real privacy and is less messy. So, here’s a discussion on this brand new search engine for iPhone named DuckDuckGo.

What is DuckDuckGo?

DuckDuckGo is a search engine, pretty like Google but the only difference is that it depends less on a crawler and more on external sources like Wikipedia, Yelp and WolframAlpha in order to generate answers and recommended pages for your queries. DuckDuckGo ingests data from other sources and still ranks the search results using its proprietary algorithm that takes into account links, apparently even no-follow links since Wikipedia is used as an authority link, and as a strong ranking signal.

Since it was introduced in 2008, DuckDuckGo has already been steadily increasing its audience by about a billion searches, but recently the decision to include it in the upcoming Apple operating system will offer the much-needed encouragement and boost. But what does our survey show?

Predictions of the growth of DuckDuckGo – Will privacy concerns give a boost?

Well, out of 521 respondents, only 7% say that they’ve heard of DuckDuckGo. Studies also revealed that 5% of respondents have tried DuckDuckGo, though only 1.34% of them are daily users and only 0.78% say that they use DuckDuckGo as their primary search engine. Surely, DuckDuckGo would like for everyone to use it as their search engine but their primary appeal to the users is that it can guarantee privacy to its users and majority of the online users are pretty much concerned about their online privacy. In fact, according to a survey, around 90% people have some level of concern about their online privacy.

What most respondents don’t realize is that Google ad networks consist of the largest ad network in the United States of America as defined by all the unique visitors. 98% of respondents, who say that they’ve used Google for some search query, have effectively piped their search history directly onto an ad network. As a follow-up to some of their questions about the user’s privacy concerns, the surveyers were curious to know whether or not people would pay for it. While 83% of the respondents say that they wouldn’t pay any fee for this ad-free search engine, 12% say that they would pay only $5 a month. On the other hand, 76% wouldn’t pay for a search engine that doesn’t track them and 17% say they would up to $5 a month.

At some point of time, it is true that the users would get rather irritated with having their online usage tracked and then they might start paying attention to the different privacy advantages of DuckDuckGo.
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Saturday, 23 August 2014

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Employ Analytics To Enhance Your AdWords Results

Posted by Jimmy  | No comments

Given the speed at which brand new features get added, it is not uncommon to overlook some of the cool capabilites that could help you in enhancing your Google AdWords results. Check out some of the favourite ways in which you can employ Analytics to improve the performance of AdWords. While some of the below mentioned reports are old ones, some are certainly few weeks old but no matter what, they all deserve to be mentioned in the SEM toolkits.

AdWords and Analytics go better hand in hand: Although AdWords is great at informing you how much money your ads cost and the number of conversions you’re getting, yet what happens between the click and the conversion will remain a mystery if you don’t employ GA into the equation. It is only through GA that you can know what people are doing on your site. If they don’t convert, you will get to know the reason behind this. If you can fix these issues, AdWords will perform better.

Stop deleting 0 conversion keywords: No, don’t do this unless you ask yourself few questions. If you have a couple of 0 conversion keywords, you may be thinking of deleting them but keep in mind that the AdWords conversions are last-click conversions and hence only the last keyword that receives a click gets the credit.

Find out the bad landing pages: When you see ads that aren’t converting or engaging the viewers, make sure you use the columns “avg. time site” and “bounce rate”. Then you have to analyze the worst offenders and list them based on some possible solutions like, fix the relevance of the keyword, fix the misleading ads, and pick a better landing page. Address the elements that affect the trustworthy nature of your website.

GA tracks complex conversions too: There are advertisers who wish to track more than only views of a page. They want to track for example for an order confirmation page, how many people called after visiting your site and how many people watched all the demo product videos. Tracking such complex conversions is possible only through Google AdWords.

Look at micro-conversions: A common issue in AdWords is that it’s tough to track different types of conversions. However, you can choose to count unique conversions if you don’t want to double-count leads. You can also assign a value of 0 to conversions which you don’t want to factor into an ROAS based bid strategy. So, when you can’t see many macro-conversions, concentrate on micro-conversions.

Being No.1 isn’t always applaudable: If you’re managing your company’s Google AdWords, don’t think you’re the boss of the company. Instead, check the ad positions and make sure that if the top slot is not worth the cost, the conversion rates might be better even on the right side of the page. The best way to get all date is through the Analytics Keyword Positions report.

Comprehend your segments: When you’re managing an account with 10 keywords or 1 keyword, you’re really managing them across potentially hundreds of segments. Understanding how each segment performs is important to make right optimizations in your account. It has been studied that while AdWords does an okay job in making the different segments accessible, GA anytime does a better job with their advanced technologies.

Hence, after going through the above mentioned reports, we conclude why we require Google Analytics to make better and informed decisions in AdWords.
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Friday, 22 August 2014

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Notifications For Faulty Redirects And Color-Coded Syntax – 2 New Features

Posted by Jimmy  | No comments



There’s sheer good news for webmasters and developers this 2014! Google Webmaster Tools has added two new features, one to show color-coded syntax within the feature that is known as ‘fetch as Google’ and second to notify all webmasters about faulty redirects. According to recent reports, Google has been recently sending notifications to most webmasters who are straightaway sending all their mobile users to their home page without their permission. While the users expect their destination URL, they’re being redirected to the home page URL of the webmaster. This is being notified to them after the change.

In the month of June, Google had launched a feature within its search results that sent an alert signal to all the mobile searchers before they clicked on a URL. The warning read that they won’t be send to the destination URL that they’re looking for but will rather be redirected to the home page of the website. However 2 months later, in the month of August, Google is now notifying the respective webmaster of the site that this is an error which is coming up for all their mobile users in Google search results. The main goal of sending this notification to all webmasters is to persuade them not to employ the system of redirect and rather send the user to a mobile-friendly version of the page that he/she is looking for.

Apart from the above mentioned feature, Fetch as GoogleBot now comes with a color-coded syntax. For the developers and the webmasters, having the HTML markup and code colored will be of immense help when it comes to debugging issues. Hence, now Google has added color-coded syntax directly in the Fetch as Google feature within the Webmaster Tool updates. Webmasters will now be able to steer clear of problems of their websites.
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Thursday, 21 August 2014

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Google’s new SSL/HTTPS ranking factor – Information on how it works

Posted by Jimmy  | No comments

Webmasters, despite being aware of the fact that Google gives special importance to HTTPS sites, haven’t yet migrated their web pages to HTTPS URLs on time. It was the second Thursday of the month of August that Google launched a new signal that ranks all HTTPS sites better than the HTTP ones. This step was taken to give a push to the webmasters and encourage them to migrate their web pages from HTTP to HTTPS. Some SEOs have had major concerns during migration and they’re unaware of the reason behind this major shift in URLs. What is the exact industry signal? Check out some recent information on how the HTTPS ranking signal works.

HTTPS ranking signal ranks real time

Are you aware of the fact that the HTTPS ranking signal is way different from the Panda and Penguin algorithm update and that this signal runs real time? Yes it does. As soon as Google indexes all your new HTTPS URLs, you’ll see a small boost in the ranking only due to the shift of the URLs to HTTPS. Although that doesn’t mean that you’ll see your website rank shift from 5 to 4, but behind the scenes, this will certainly impact the overall ranking algorithm.

HTTPS ranking signal works on a per-URL basis

What would you do if you had some parts of your website migrated to HTTPS and some parts not? Well, the answer is very simple. Google will give the slight boost to the HTTPS URLs, while not giving any boost to the others. Hence, it is clear that the ranking signal is on a per-URL basis and not on a site-wide basis. Google will always want you to migrate all your URLs to HTTPS but if you don’t want to do it together, technically you can try doing it on a URL by URL basis.

The Change of Address tool of Google isn’t supported

Despite Google’s recommendations of using the change of address tool while moving a site from HTTP to HTTPS, the tools still doesn’t support. This is a change of address tool within the Google Webmaster tools but unfortunately it still doesn’t support HTTPS migrations yet. Although there is no fixed time about when you can use this tool, but according to John Mueller, a 301 redirect is enough a signal to indicate the change, even when you’re not using the change of address tool.

For some unknown reason, there are webmasters who always felt that this new HTTPS ranking signal was part of the Panda algorithm update by Google. But this is not the case. The HTTPS ranking signal is a standalone and independent signal and doesn’t depend on any other algorithm update. Some others are reporting that since the launch of the HTTPS ranking signal, Google has sent out security certificate errors. But as per what John Mueller has to say, Google has nothing to do with the latest changes. Google actually blames the error on the misconfigured certificates. However, still the webmaster still say that with CDNs and shared hosting, this is getting out of control.
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