PPC – Why You Should Bid On Your Business Name

Google AdWords Example AdThere are many excellent reasons to invest in a Google AdWords and/or a Bing Ads PPC (Pay-Per-Click) campaign. If you have read this blog or talked with us, you know we believe nearly every business should be taking advantage of PPC advertising. If you do nothing else, start a Google AdWords campaign and bid on your business name.

Here are a few good reasons why you should bid on your business name.

  1. Branding – Improve Brand awareness – Value without paying for clicks
  2. Double Exposure – Display in PPC Ad and Organic listings
  3. Improve your CTR using Google AdWords “Extensions”
  4. You control your ad content
  5. Often, competitors are bidding on your name
  6. Make it easier for returning customers and other visitors to get to you

Start doing cost effective branding today by bidding on your business name.

Call us about starting a Google AdWords campaign. 1-800-281-9993 or 608-822-3750 

Google Changes How AdWords Quality Score Is Reported (but not how calculated)

Google AdWords LogoFor those of you using Google AdWords to drive quality, self-qualified traffic to your websites, Google has yet again made some changes that will impact you. Google’s announcement on July 26 caused a bit of a stir by the time the news got passed around and across Social Media. Unfortunately, some tweets and blogs reported that Google had changed how the Quality Score was calculated. Google did not make that statement. They said, “It does not change how Quality Score is calculated in real-time for each auction, and thus won’t have any direct effect on your ad performance.

So what is different and what should you do? The Google AdWords reporting is supposed to help you better manage your AdWords campaigns. Now, “your reports more closely reflect the factors that influence the visibility and expected performance of your ads.” How does that happen? Google is tying your reported “Quality Score more closely to its three key sub factors — expected click-through rate, ad relevance, and landing page experience.”

What has not changed is the importance of ad relevance (keyword) and landing page experience (again, read keyword relevance). Nothing new here. When you pay attention to relevance, Google AdWords delivers extremely well.

Bonus Reminder: When you pay attention to relevance on each of your pages, Google’s organic SERPS (Search Engine Results Page) rankings will deliver nicely for you as well.

Two Things You Can’t Ignore: Landing Pages and Quality Score

I am sure our clients, and others who take advantage of advertising using Google AdWords, wonder why I frequently talk about landing pages and quality score. Well, they are simply two things you can’t ignore!

The people of Google write about understanding landing page experience, and it is important to know what they say about it. It is also important for anyone wanting to maximize their investment in Google AdWords to use the advice they offer.

Here is how they start their article about landing pages, “Landing page experience refers to how good we think someone’s experience will be when they get to your landing page (the web page they end up on after clicking your ad). You can improve your landing page experience and Quality Score by focusing on three things: relevant and original content, transparency, and ease of navigation.”

How do your landing pages stack up?

Don’t forget the ever important quality score. Here are a few considerations that Google says can come into play when calculating “Quality Score.”

  • The keyword’s past click through rate (CTR): How often that keyword led to clicks on the ad
  • The display URL’s past CTR: How often the display URL received clicks
  • The account history: The overall CTR of all the ads and keywords in the account
  • The quality of the landing page: How relevant, transparent, and easy-to-navigate your page is
  • The keyword/ad relevance: How relevant the keyword is to the ads.
  • The keyword/search relevance: How relevant the keyword is to what a customer searches for
  • Geographic performance: How successful the account has been in the regions targeted.
  • If targeting the Display Network – The ad’s performance on a site: How well the ad has been doing on this and similar sites.

It is important to note the number of times in the above list that Google looks at account performance. It is easy to not worry about a particular keyword or a handful of keywords that are not performing well, but it is a costly mistake to ignore the impact poor performing keywords can have on your ad display placement.

Here is more from Google on Quality Score.

Don’t forget. When it comes to Google AdWords campaigns,  there are “Two Things You Can’t Ignore: Landing Pages and Quality Score.”

Not getting enough traffic to your website? Try Google AdWords

Seems like I talk about Google AdWords frequently. There is a reason for that. Advertising using Google AdWords just plain works. Those of you using Google AdWords already know the benefits. This blog post is for those still not taking advantage of a very powerful, cost-effective advertising medium.

Google AdWords

For the last few years, I have been writing (some may say, evangelizing) about using Google AdWords, and extolling its benefits. Since a significant number of our clients are not using AdWords, I obviously don’t convey the message well enough. Now, don’t get me wrong. We have many clients who enjoy the benefits of AdWords in increased, targeted traffic driven to their website for a budgeted amount that they control. They see quantifiable results. They know exactly how many people were delivered to specific pages on their websites, and the keywords their visitors used to get there. If they are also using Google Analytics and the the two accounts are linked, they know much more about their visitors. There are not many other ways to get self-qualified, quantifiable traffic to look at a specific product or service you offer, and at the advertising cost you choose.

Why use Google AdWords?

  • Control Cost – You set your daily budget, set your maximum per click for single keywords, or by ad group
  • Pay only for results – You’re charged only if someone clicks your ad, not when your ad is displayed.
  • Local and regional targeting – Target by country, state, city, regions, or custom areas (set a radius of 10 or more miles from a point on the map)
  • Local ads – Help potential customers find you by showing a business address with your AdWords text ads. You can show your location to people searching for local information on Google.com and Google Maps.

Enhance your adds with these Ad Extensions

  • Site Links – your ad could look like this:

Sitelinks

  • Address – display your address to increase local traffic
  • Phone – just list your phone number, or use phone extensions to enable “Click-to-Call
  • Products – extend ads with relevant product details and photos from Google Merchant Center (a way for you to register your company and its list of products with Google).

I have just scratched the surface with this blog post of what Google AdWords and we at WebWise can do for you. If you are serious about driving self-qualified, targeted traffic to your website, please email adwords@webwisedesign.com or give us a call at 1-800-281-9993 or 608-822-3750.

Keyword Research = Higher Google Search Results Rankings

It is no great revelation that keywords are essential in getting your website to rank higher in Google search results. That said, too often not enough attention is paid to keyword research. Knowing the queries people actually use, is integral in getting the visitors you want to your website

Google Search box

Now, the folks at Google are going to tell you to just write good copy that your potential visitors find compelling, and your rankings will take care of themselves. While that is true in a perfect world, it isn’t quite that simple.

Of course there are may factors (Google’s Matt Cutts says 200+ “signals”) that dictate where your listing shows up on Google’s search results pages, and the keywords on your web pages are only part of it. The fact is, they play a very big role.

Why is keyword research important? Well, your visitors won’t get to your website so they can read your “compelling copy” unless it contains the keywords your potential visitors use when they do a search on Google, or other search engine. Your web pages may have “compelling copy” as far as you are concerned, but are you thinking about the same keywords as your potential visitors? Keyword research can help you figure that out.

Where to start? Write your compelling copy, and then read it out loud. How does it sound? Did you or your audience hear keywords you believe potential visitors would use to find your products or services?

Make a list of keywords you believe identify your products or services. Ask for input from co-workers, customers, friends, your barber, or hair dresser.

Take a good look at the list. Are all or some of those keywords on your website? Remember, Google sells relevance. Your pages should be product or service-specific, as should your keywords. The wrong keywords may get visitors to your website, but those visitors may not stay, because they were looking for something you don’t offer. Your goal should be to attract self-qualified visitors (leads, prospects) that want or need what you offer.

Okay, let’s see if anyone actually searches for your keywords. Google has a good free tool (Google Keyword Tool) for you to use. It is geared toward those who are using, or may use, Google AdWords. You do not have to have an AdWords account to use the keyword tool. It will show how much competition there is for your keywords, global monthly searches, local monthly searches, and more. You may do a simple search, or they’ll give you more options than you will care to deal with. Keep it simple. You just want to see if people really are searching using your keywords.

If your keywords have a lot of search volume, you should use Google Trends, where you can search for two terms, e.g. lake property, lakefront property, and you’ll see charts showing the relative search volume (more people search for lake property). You can filter the results by date, regions, cities, etc.

There are non-Google tools out there as well. A very good one is the Free Keyword Suggestion Tool From Wordtracker. Another is WordStream’s Free Keyword Tool.

There is a great deal more to say about keywords, and we’ll discuss them again. Hopefully, this will give you an understanding of the importance of choosing the right keywords. One of America’s favorite authors knew something about choosing the right words when he said, “The difference between the right word and the almost right word is the difference between lightning and a lightning bug.” Oh, that author if you are wondering, was Mark Twain.

Go to work and make that keyword list today! Edit that compelling copy to contain your researched keywords, and get results!