- Why Startups Need To Think Search Marketing First
Many Startups during their infancy stage have very limited resources as well as advertising budgets to help them get off the ground running. So, there is this delicate dilemma that Startups face where they need “Big Agency” services but can only afford small “Boutique” prices. In this post, I will discuss experiences as a Startup Agency myself and how I helped various Startup clients get off the ground and succeed even further once they reached that next level of success.
Understanding Startup Mentality:
I was fortunate enough to be a part of two Tech Startups before starting my own SEM agency. This valuable experience enabled me to have a much better understanding of the common questions, concerns and goals/objectives. For example, below are a few things that helped not only my business model, but also the client relationship.Setting achievable expectations
Creating a Process for building a solid foundation
Setting initial shorter length contracts so ...
- Inside Adwords Blog Makes Obvious Claim About Branding in PPC
Frankly speaking, I am rather shocked that the June 16th 2014 post in the Inside Adwords Blog entitled: New Study: Search Ads Lift Brand Awareness, concluded something that many PPC Marketers have already known to be true based on their own experiences of the “Non-Brand vs. Brand” typical life cycle. Personally, I have been involved in many debates with clients who did not want to bid on their brand terms because they felt that since they were already ranked #1 organically, what’s the use of spending more money. Moreover, what the client did not understand about bidding on Brand Terms are the following benefits.
Pushing time-sensitive Offers/Promotions within the text ads, which is not possible with Organic Search.
Helping with Reputation Management strategies.
Stronger Brand recognition against Affiliates and Resellers.
Multivariate Testing on messaging, offers, etc… to help with overall business
Why Brand Terms gets stronger in PPC:
However, the one thing they forgot to mention ...
- Bing Ads Editor 10.4 Will Make Advertisers Very Happy!
In the past and recent future, the Bing Ads Editor has not been the most user-friendly tool for advertisers. It has always lagged behind the Adwords Editor for many reasons. However I must say I was pretty impressed with their blog post about the release of the new 10.4 version. In the post entitled “Coming Soon: Bing Ads Editor 10.4 with Extended Targeting Enhancements” author Ping Jen provides some really good “in-depth” screenshots and information that speaks directly to their users. Another interesting thing to note from this post is that the language used continues to compliment the user experience from Adwords Editor, which is a very smart from a Marketing perspective. (If only it was compatible on a Mac )
Here are some of the new EnhancementsNewly established targeting grid provides a full view of geo-targeting entries within an account for bulk management capability. With this targeting grid, ...
- The Importance of Rehabilitation in PPC Marketing
Have you ever found yourself staring at PPC campaigns and wonder what else can I do to “move the needle”, especially after countless months of analyzing search queries, A/B Tests and Multivariate Ad Testing? If so, you’re not alone. In fact, its a very common dilemma which requires a vision of simplicity all the way from the birth of the initial launch date. In this post, I will talk about a few ideas to help bring back the life of account and possibly generate additional strategies.
Brand vs. Non-Brand:
In almost all cases, Brand always Wins. However, it’s the “Non-brand” terms which generate the first point of contact for the potential customer who is not already familiar with the brand. Those “non-brand” terms are always going to be the most difficult to convert because of the following:Highly Competitive
Lack of Loyalty and Trust
Increased competitor comparison
Establish a Tiered Approach:
One of the most important ...
- Conversion Conference 2014 in San Francisco – What You Need to Know!
One of the biggest failures in PPC Marketing is the lack of an effective landing page and the usability of the entire conversion funnel. Metrics such as CTR%, Quality Score, Impression Share, etc…. mean absolutely NOTHING, unless a conversion takes place. Too many times, I have seen PPC Performance drop significantly due to changes that were done to either the shopping cart, or a Web to Lead Form. So, if your asking yourself, “how can we improve our Conversion Rates“, I have one idea that could help you get on your way to conversion success. Attend the Conversion Conference in San Francisco on March 17-19.
Conversion Conference, San Francisco, CA, March 17th – 19th
Click Here to Save up to $550 on Conversion Conference SF 2014
(use code SEMG + early bird rates (until 1/14/14 only!)
Click Here for the Conference Conference 2-day Agenda
Who’s Speaking?Tim Ash, CEO, SiteTuners, Author, “Landing Page Optimization
Bart Schultz, Chief ...
- Ranking Rental Car Companies in Online Marketing
The Rental Car Industry is not only a $24 Billion Dollar Industry, it is also highly competitive landscape, especially within PPC Marketing and Social Media. According to the USA Today article entitled Rental car companies court customers on social media, author Garry Stoller interviews Unmetric CEO Lux Narayan and reveals that “Hertz has the best use of Twitter and the best YouTube channel, and Enterprise has the best use of Facebook. It’s interesting to find that the two largest rental-car companies in the world, Enterprise and Hertz, have found separate niches for building up their social-media presences.” However, when we analyze PPC, SEO and Social Media trends from the top Rental Car Companies (with the help of Spyfu.com, we uncover another interesting mix of strategies, success and missteps. Lets discuss…
Average Adwords Daily Budgets (Per Day)
As you can see, Hertz spend the most in PPC, while their closest competitor is spending ...
- Dominos Pizza Wins Epic Battle of Search Marketing Dominance
Ever wonder which National Pizza Chain is winning the pizza war of online coverage in Search Marketing? Well, my friends, the wait is over and with a little help from Spyfu.com, we can see more than budget trends. I chose to compare Papa Johns, Dominos and Pizza Hut and wanted to see how they all stacked up against each other with regard to Keywords, Organic Visibility and overall Monthly Budgets. In this post, you will some interesting trends that I will discuss in more detail as well as the winner of Search Marketing Dominance.
Keyword Similarities: According to this Screenshot below, there are 2,922 common keywords shared amongst the 3 Pizza Chains (which is pretty impressive, yet broad). However, they are pretty basic and revolve around the term Pizza and typical modifiers.
Keyword Volume: This Chart below is very interesting because all (3) three chains expanded their PPC Reach at the same ...
- The Importance of Leveraging Diverse Vocabularies PPC Marketing
I would say one of the biggest misconceptions of the use keyword tools and research is forgetting about the interpretation of the searching behaviors. Understanding how people talk and translating them into how they search online. Just as in Persuasion Architecture and Persona’s, everyone searches differently, they have a different vocabularies and there is also “generational” gap that needs to be identified. In this post, I will dig a little deeper into how to capitalize on a searchers behavior.
Understanding Searching Vocabularies:
There are always going to be audiences that call things differently but in the end all mean the same damn thing. Let’s take Local Phone Service. Many years back, I managed a client who was a leading reseller of Phone and Cable Services. Over time, looking through search queries and honestly just listening to how people describe what they are looking for created a campaign within a campaign. For example, ...
- Law Firms Using PPC Marketing to “Cash in” on Carnival Cruise Line Disaster
Ahh, the power of PPC Marketing at its best and Carnival Cruise Lines is not only “missing the boat” with its own lack of Reputation Management, they are also dealing with Law Firms trying to “cash-in” from the latest cruise disaster. In retrospect, one would think Carnival would learn some online Reputation Management tactics from the efforts of BP with the 2010 Oil Spill Disaster, but it appears they are not. Let’s Discuss:
One (1) Simple Tactic that Carnival can Learn from the BP Oil Spill. As you can see, even (2) two years later BP is still in Reputation Management mode.
Carnival’s Reputation Management (or their lack of)
When searching for “Carnival Cruise Lines” in Google, Carnival makes no mention of the latest disaster or even apologies about the event. Instead, they are trying to get the incident off everyone’s radar and continue with business as usual. However, when searching for long ...
- The NRA Reloads on PPC Marketing To Protect 2nd Amendment
In a Nutshell, The NRA (National Rifle Association) is leveraging PPC Marketing to help them increase membership and reinforce it’s base to protect the 2nd Amendment Rights. Regardless of politics and views on the subject of Gun Control, this is an effective Strategy for them to utilize PPC Marketing not only to gain Memberships, but to take advantage of Offers/Promotions and Reputation Management during this delicate time in our society. Below, you will see some examples brought to you by the great people at SpyFu.com of this latest effort
Screenshot of NRA’s PPC Text Messaging:
Quick Notes: This text ad does a great job in utilizing Sitelinks, Multiple Calls to action and also Reputation Management.
Keyword Expansion Trends over the past years:
Quick Notes: Even though the NRA is a huge organization, the keyword expansion looks significant in the graph, however they are very small in terms of overall visibility. It’s very obvious the ...