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Common Reasons Why Your Pay Per Click Strategy Isn’t Delivering

Ken Bowden - Monday, March 11, 2019

Pay-per-click advertising

Pay per click advertising is a great way to get immediate traffic to your website, landing page, or e-commerce product page. But what happens when you log in to your AdWords account and see that your impressions are through the roof, but your click-through rate is lower than 1%? Besides panic, what is the first thing you should do?

  • Not Checking Your Settings

Many times, when we check a client’s PPC campaign that is underperforming, the settings are off. Perhaps you are targeting the wrong location or the budget you have set is incorrect. It is possible that an ad group did not get turned on. The first thing you need to do if you notice that a PPC campaign is not working is to check your settings.

  • Redirecting Your Audience To Your Home Page

If you are marketing a specific service or product, then you shouldn’t direct search engine users to the home page of your website. Make sure you have a high-impact landing page that is professionally written, compelling, and that gives your potential client all the information they need to do business with you. Each ad group should have its own landing page for the best results. Keep your website’s navigation simple so that they can find what they are looking for, information about the credibility of your brand, shipping information, and anything else they might want to know.

  • Neglecting Local Factors

All pay per click advertisers want the lowest possible cost per click (CPC), but it is virtually impossible to keep the costs at bay if you ignore local factors. Localize your PPC campaigns to ensure that you not only have local vendors in the areas that you are targeting, but that you are using everything from the right lingo and slang to the desired suburb areas.

  • Not Tracking Fraud Networks

Whether you are advertising on social media or the major search engines, there will likely be networks that distribute your ads. Some of these networks are fraudulent, which means that the traffic they send to your website and landing pages are fake. Ensure your ads are distributed to the right network so that you get genuine visitors.

  • Not Using Negative Keywords

There are many keywords that you do not want to rank for. Perhaps you want to avoid ranking for keywords such as ‘second hand’, ‘new’, ‘free’, or a specific color. Include all the negative keywords that you do not want to rank for to prevent your ad from being triggered by these words.

WSI New Media Marketing is a search engine optimization company in Greensboro, North Carolina. Contact us if you need help with your pay per click advertising strategy or campaign today.

How the Latest Google Algorithm Update Affected Medical and Financial Clients

Ken Bowden - Monday, October 22, 2018
Search Engine Optimization

SEO services

As a company specializing in SEO services, we stay updated with all of Google’s algorithm updates, so that our clients don’t have to. Google continuously tweaks its SEO algorithm to optimize Google users’ experience when searching for information online. In August, the search engine giant released a broad core algorithm update that impacted both local and organic rankings.

Unlike other major algorithm updates such as Panda and Penguin, the recent update did not send shockwaves through the digital marketing community. One of the reasons for this could be the way that Google referred to the update. The same name, “broad core algorithm update” was used for another update the company made in March.

The latest update was focused on demoting advice pages with questionable trustworthiness, expertise, and authoritativeness in rankings. YMYL (Your Money or Your Life) websites and pages seem to be hit the hardest, with financial and medical companies seeing the biggest drops in their organic search rankings.

The update has been coined the “medic update” by a few digital marketers because it seems like the industry or segment that was most affected is medical and financial industries. We initially saw some shift in medical and financial clients’ rankings in the early to mid-August, with some of the rankings being restored towards the end of the month. With Google updates, what we often see is an initial big drop in website traffic due to the algorithm change, followed by an uptake, which could be indicative of Google pulling back on how hard it hits certain sites.

As was the case with the algorithm update in March, Google did not supply information or context about the function of the update, but instead advised website owners to focus on ‘building great content’. Google has a very long Search Quality Guideline that can be used for content creation purposes.

If you have noticed a lot of volatility in your website traffic over the course of August, it could be due to the broad core algorithm update. While many companies’ website traffic started to rebound and level out towards the end of August, it is possible that you will have to relook your SEO strategy if your website and pages have been impacted by the update. Our digital marketers can help you check your website rankings and tailor a plan to help you to continue to rank well in Google following the latest update.

WSI New Media Marketing is a digital marketing agency in Greensboro, North Carolina that specializes in SEO services. Contact us to help you with your digital marketing campaigns.

Your Guide to Gmail’s Sponsored Promotions Ads

Ken Bowden - Monday, September 3, 2018

Pay per Click advertising has become highly intricate, complex, and also effective. The strategy and platforms you choose will depend on your business goals and target market. Whether you are already using Google AdWords, Facebook Ads or another type of pay per click strategy, many businesses can benefit from Gmail Sponsored Promotions, which refer to the pay per click ads that appear in a Gmail user’s inbox.

The reason why Gmail Sponsored Promotions are so effective is that:

  • Virtually everyone has an email account,
  • Many people use Gmail for their personal emails, and
  • Many people also route their work emails through this account.

It is also one of the least invasive ways to advertise because people are happy to spend a lot of time with an internet tab open and dedicated to their inbox (while Facebook is often seen as more of a distraction and Google only gets used when a person is searching for something specific).

The layout of Gmail ads can be either ‘collapsed’ or ‘expanded’. With a collapsed ad, the advertisement will look like an unread message in a person’s email account. If someone clicks on the ‘new message’, which is essentially your ad, you will pay for that click.

The targeting is based on a person’s email activity and you can set your targeting options for interests, demographics, keywords, topics and Customer Matches. A strategy that many people have started to follow is to bid on a competitor’s keywords. This way, if a person receives emails from your direct competitors, they will also receive a message (advertisement) from you. Targeting a Customer Match means that if you have a customer’s email address, you can use it to make your ad appear in his or her inbox. As with any pay per click campaign, the best way to get the most return on investment is to experiment with different strategies.

To get started with Gmail Sponsored Promotions, you will need a Google Ads (formerly Google AdWords) Account. If you log in and click on “Campaign”, then you will choose the “Display Network Only” option. From here, you can start to create your bidding strategy. If it is the first time you are setting up Gmail Sponsored Promotions, then it is advisable to manually set your bids for clicks so that you have control over what you are spending. As you start getting results, you can continue to tweak your strategy.

WSI New Media Marketing is a digital marketing agency specializing in SEO marketing and PPC marketing in Greensboro, North Carolina. If you want to start using pay per click advertising to amplify your message and connect with more potential customers, get in touch with us today.

Don’t Forget Your SEO Competitive Analysis Checklist

Ken Bowden - Monday, May 7, 2018
SEO marketing

SEO marketing

When it comes to SEO marketing, there are so many different things to consider and do that it can be very easy to start operating in a ‘bubble’. While it is great to be focused on your own business, do not neglect to keep on top of what your competitors are doing.

Here is a quick checklist for an effective SEO competitive analysis:

  1. Choose Your Competitors Wisely

There is no point analyzing the SEO strategies of a company that isn’t taking your slice of the competitive pie. Choose to do a competitive analysis on companies who are in direct competition with you. If you are not sure who your competition is, type in some of the keywords you are trying to rank for in Google and see what comes up. Your competition could be outperforming you without you even knowing it!

  1. Take A Stroll Through Their Online Presence

Once you have 2 to 5 competitors that you will be analyzing, start doing your online research. What do their websites look like? How quickly do their pages load? Are they using social media? And if so, which platforms? How often are they publishing content and what keywords are they optimizing for? Make a list of the things you like about their website, content, and social strategy.

  1. Talk To Your Target Audience

Even if your competitors have the prettiest websites with all the bells and whistles, a killer content strategy and a massive email marketing list, ultimately it is the customers who decide who they are going to do business with. Check out online rating sites like Yelp as well as customer complaint forums like Hello Peter to see what’s being said about you as well as your competitors. Use social listening tools to find out what is important to your target audience and where they prefer to spend their money.

  1. Analyze The Finer Details

What type of titles and headers do your competitors use in their content and what type of calls to action are they using online? Are they asking for email addresses so that they can send customers more information or are they trying to get website visitors to ‘buy’ now’? These are all things that should be considered when you are crafting your own SEO strategy.

An SEO competitor analysis puts a spotlight on the areas you should be focusing on. Perhaps you need many more backlinks to start competing with competitors or maybe you need to completely update the keywords that you have been targeting. Either way, you will need an experienced Internet marketing consultant on your side. New Media Marketing is a digital consultancy in Greensboro, North Carolina. Contact us for social media marketing, SEO, pay per click advertising, mobile content marketing, and more today.

SEO Vs. Paid Search – What’s the Best Choice for Your Brand?

Ken Bowden - Monday, March 19, 2018
Pay per click advertising

 

Pay per click advertising

Although SEO (also known as Search Engine Optimization) and Pay Per Click Advertising have a lot in common, they are very different forms of digital marketing. The one that you will choose for your brand will depend on a number of factors, including:

  • Your internet marketing goals,
  • How your website pages are currently performing on Google for certain search terms,
  • Your digital marketing budget, and
  • How quickly you want to see results.

To best understand which option you should choose, it is important to understand some of the key differences between Search Engine Optimization and Pay Per Click Advertising.

  • Search Engine Optimization

SEO refers to certain on-page and off-page tactics that a digital marketer employs to get your website pages ranking in Google’s search results ‘organically’ (in other words, without paying for ad space). These tactics include everything from internal and external link building and content marketing to keyword placement in your content, writing keyword rich ALT tags for your images, checking the loading times of your pages and ‘optimizing’ the way people use your site and consume your content. SEO is an ongoing and long-term strategy: the more you do consistently, the better it will be for your brand in the long run.

  • Pay Per Click Advertising

PPC, on the other hand, refers to the ad space on the top and bottom of the Google search results page. These advertisement spots, which usually include a heading and a short description, can be purchased by bidding on certain keywords. The benefit of PPC campaigns is that, when expertly planned and executed, it can bring you immediate results. Instead of spending months writing content to try to get your pages ranked on Google, you can bid on keywords and be in front of your potential customers’ eyes immediately.

The drawback of PPC is that you will be paying for each click, which means that you need to think carefully about the keywords that you want to bid on (and make sure that you have content on your site or a separate landing page that will compel a potential customer to contact you or buy something directly off your site). You can set a daily budget, but when your budget has been reached, the ads will disappear off Google.

Both Search Engine Optimization and Pay Per Click have their uses and major benefits for any brand. Many times, both strategies are used in conjunction with each other for maximum results.

If you are considering investing in SEO or PPC, get in touch with WSI New Media Marketing in Greensboro, Carolina. We can guide you through the process and make sure that you get the most bang for your buck.

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