“Content Strategy”… Two words that are thrown around a lot at the moment. We’re big fans.
The need for content strategy comes from the changing ways in which people use the web. Visitors have come to expect more from your website than a simple storefront. Which means you need to be providing content that’ll engage and inform your visitors, at the same time as being as SEO friendly as possible.
It’s time to think about quality and quantity. Regularly updated content featuring relevant information as well as relevant keywords; that’s what’s going to win you links, retain visitors, drive conversions and get return on your investment. Tailoring content for the “long-tail” keywords and phrases that reflect the language your customers use allows you to engage them in a dialogue; you’re capturing them early in their buying cycle and building your brand at the same time.
Keep supplying that kind of content and not only are you more likely to get conversions from existing visitors, you’ll also increase your search engine ranking. That’ll bring more people to your site, who’ll engage with that content and pay you back in more links and more conversions.
Content strategy and SEO are a long-term investment; dedicate enough time to them and it should result in you being able to reassess your PPC campaigns and redistribute your advertising spend. Early content strategy and SEO work can be balanced by driving traffic with PPC. The quality content on your website will persuade visitors captured via PPC towards conversion, whilst simultaneously increasing your search engine listings.
Targeting and capitalising on exact term matches with PPC whilst optimising for broader terms in your content helps you to avoid common difficulties with on-page keyword density, and makes your content more readable. The quantifiable nature of PPC traffic, plus the amount of user experience data available through Web Analytics, can be used to tweak your content strategy; it’s all work towards the same goal, conversions and listings.
A well thought through content strategy, combined with a similarly targeted PPC campaign and supported by insightful Web Analytics is a pretty dangerous combination. By employing a content strategy you’ll generate awareness by upping your profile, actively bring in more customers at an earlier stage in their buying cycle, and optimise your website for product categories and keywords. And here’s the kicker: however your visitors get to your website, whether through PPC or natural search, high quality content is persuasive content.
Simultaneously optimising your website for the search engines, improving your visitors’ user experience, and managing your brand? Not to be sniffed at.
April 26th, 2010 - No Comments »
Posted in Search Engine Optimisation | Tags: content strategy, copywriting, ppc, roi, seo
Ever since the implementation of Google’s ‘Quality Score’ it has changed the way listings have been displayed in the Sponsored links. Not only was your ad important but it also was important to change your landing pages to ensure that the score was not lowered.
In actual fact any landing page should have been relevant to the key phrase already if a SEO strategy was in place, but for those obscure phrases and new landing pages it was emphases even more.
The new Dynamic Quality score works on a number of the same principles as before but it can utilise your landing page much more, with the ultimate goal of helping shoppers find the correct information, which in the long run should hopefully dynamically lower the over CPC and bounce rate for a PPC Campaign.
The Quality score now takes every phrase searched for and looks to the landing page to ensure that it is relevant to the searched phrase. It t hen will dynamically change the quality score, which in turn will adjust the position of the ad to ensure the end user is seeing the most relevant ads for their search. Because exact searches do not differ this will be most widely used on the broad match phrases.
Therefore to ensure that your quality score is at its best take advantage of the dynamic quality score by ensuring that all your landing pages are targeted to a not only your exact match phrase but to those phrase which might come along side your broad match phrases.
October 14th, 2008 - No Comments »
Posted in PPC Management | Tags: adwords, google, ppc, quality score, search network, seo
Bid Management Software is a tool used by many PPC Managers to automatically manage a campaign for a number of important aspects of campaigns including Cost Per Click and ad positioning. Bid Management Software general combines the information from the analytics of a website and the data from a PPC campaign. It takes this information and looks at each key phrase and the performance on it when using a certain ad, when positioned in a certain level in the sponsored links and sometimes when people land on different pages within the site. The software then makes a decision on what position and ad should be displayed at and the cost per click for key phrases which had a high success rate. This allows for the budget of particular key phrases which are under performing to be pushed into phrases which are bring better ROI.
In general managing a Pay Per Click Campaign is to better ROI and on a manual basis it is also possible to reduce the cost per click based on performance although it requires many more man hours but in many cases this way is much more accurate and allows for a better long term understanding on the campaign and the direction for better ROI.
Here are some advantages and disadvantages.
Advantages
• Decrease the time required to manage a campaign on as it does not require as much intense monitor to a key phrase level
• Make better use of budgets for certain key phrases
• Advanced positioning for improved Click Through rates
• Reduced management time for large campaigns
• Possible increase in ROI
Disadvantages
• No way to manage landing pages correctly
• Use of brand building key phrases will have reduced Costs and lower Click throughs as the conversion rates are no usually as high
• No way to deal with first visitors
• No way to deal with seasonal changes
• Still requires intense management
How could they be improved?
Using a Automated Bid Management tool in many ways can benefit a Pay Per click campaign but still requires intense monitoring. As the tools further advance to allow for times of day tracking and landing page analysis with the process become even more advanced. Google’s huge collection of tools such as the conversion Optimizer and Web Optimizer working together may be able to help with this and both are free, but it is almost impossible to deal with important human edited areas such as first time visitors key phrases, branding key phrases and the intelligent behind landing pages and website usability at a key phrase level.
Overall the use of automated bid management tools can help on large low cost per click campaigns but campaigns which require intense monitoring to improve conversions it well always be better to use automated systems as a backup to intense human management.
October 3rd, 2008 - No Comments »
Posted in PPC Management | Tags: adwords, bid management, ppc, roi
As more and more business personnel and perhaps of greater importance individuals are now able to access the internet and search engines via mobile phones and mobile devices there is a rapidly and ever increasing audience your business could target.
The benefits of Pay Per Click / Paid Search are crucial to the ongoing growth of many businesses be those online retailers or service providers are well known and reported. With the number of mobile network providers who offer mobile internet packages increasing and with the arrival of phones such as the iPhone mobile paid for search should be a part of your company’s long term marketing strategy.
As a PPC management company, we feel there are many companies either unaware or unsure of the benefits of mobile paid search; these companies are missing out on potential leads and sales, are you?
March 28th, 2008 - No Comments »
Posted in PPC Management | Tags: mobile web, ppc
The Christmas period is without doubt one of the busiest and most competitive times of the year in relation to online marketing, in particular Pay Per Click. At this time of year etailers all over the globe want to attain higher visitor volumes to produce a gain in sales revenue.
Unless your website is already well established within the search engines and you are able to rapidly alter content to achieve listings in the Search Engine Results Pages (SERPs) for phrases relating to your products / Christmas season what can you do?
By far the easiest way for companies operating on the web to achieve their goal of higher visitor numbers at Christmas is through utilising Pay Per Click networks, such as Google AdWords, Yahoo Search Marketing and Live / msn adCenter. However this does have drawbacks, as a Pay Per Click Management company we are continually monitoring campaign budgets and spend efficiency, during the months leading up to Christmas and the new year sales you can expect your average Cost Per Click and if you want to maintain / increase visitor levels your daily budgets to increase.
During these periods of intense ad fluctuation where your competitors will be frequently modifying ads it is important that you also utilise Pay Per Click management to ensure your business is not adversely affected as others ‘cash in’ on the Christmas rush. View more information on Pay Per Click Management.
October 24th, 2007 - No Comments »
Posted in PPC Management | Tags: adwords, ppc, PPC Management
