Web Optimization

Google Ads Mistakes to Avoid – Whiteboard Friday

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Posted by DiTomaso

Contrary to common belief, SEO and PPC aren’t at opposite ends of the spectrum. There are a lot of methods the 2 search disciplines can collaborate for advantages all around, particularly when it concerns enhancing your Google Ads. In this week’s edition of Whiteboard Friday, we’re enjoyed invite Dana DiTomaso as she describes how you can harness the power of both SEO and PPC for a much better Google experience in general.

Click on the white boards image above to open a high-resolution variation in a brand-new tab!

.Video Transcription.

Hey, Moz readers. My name is Dana DiTomaso, and I’m President and partner at Kick Point . We’re a digital marketing company method up in the frozen wilds of Edmonton, Alberta. Today I’m going be speaking to you about PPC, and I understand you’re believing, “This is an SEO blog site. What are you doing here speaking about PPC?”

But among my resolutions for 2019 is to combine SEO and PPC individuals, since SEO can find out a lot from PPC, and yes, PPC, you likewise can discover a lot from SEO. I understand PPC individuals resemble, “We simply do paid. It’s so fantastic.” Trust me, both can work together. In our firm, we do both SEO and PPC, and we deal with a great deal of business who have someone, often 2 and they’re doing whatever.

One of the important things we attempt to do is assist them run much better Ads projects. Here I have suggestions on things that we see all the time, when we begin dealing with a brand-new Ads account, that we wind up repairing, and ideally I can pass this on to you so you can repair it prior to you need to call a company to come and repair it for you. Among the important things is this is in fact a lot longer piece than what I can provide on this white boards. There’s just a lot space.

There is really an article on our site, which you can discover here . Please inspect that out which will have the complete 9 ideas. I’m simply going to break it down to a couple of today.

.1. A lot of keywords.

First thing, a lot of keywords. We see this a lot where individuals, in Google it states ensure to assemble keywords that have the very same sort of style.

But your style can be actually particular, or it can be type of unclear. This is an example, a genuine example that we got, where the keyword examples were all legal representative styles, so “defense attorney,” “criminal attorney,”” dui attorney,” “attack legal representative,” “sexual attack attorney.” Technically, they all have the exact same style of “legal representative,” however that’s method too unclear for it to be all in one single advertisement group, due to the fact that what sort of advertisement are you going to reveal?

” We are legal representatives. Call us.” It’s not particular enough. Consider example “dui attorney,” which I understand is an actually extremely competitive specific niche, and after that you can do [dui attorney], [dui legal representative seattle], and after that “dui attorney” and +dui+ attorney+ seattle defined a bit in a different way. I’ll speak about that in a 2nd. By taking this one thing and after that simplifying into a far more particular advertisement group, you can truly have far more control.

This is a constant style in all the ideas I speak about is far more control over where you’re investing your loan, what keywords you’re investing it on, what your advertisements are, having a far better landing page to advertisement match, which is likewise actually crucial. When you’ve got it in all of those advertisement groups, it simply makes your advertisement life so much simpler. I understand it may appear daunting. It’s like, “Well, I have 3 advertisement groups now.If I follow your suggestions, I’m going to have 40.”

But at the exact same time, it’s method much easier to handle 40 well arranged groups than it is to handle 3 truly severely orderly groups. Keep that in mind.

.2. Selecting the ideal match type.

The next thing is choosing the best match type. You can see here I’ve got this bracket things and this expression things and these plus indications. There are actually 4 match types.

.Broad match.

There’s broad match, which is horrible and do not ever utilize it. Broad match is simply you drawing up the keyword, and after that Google simply shows it for whatever it seems like relates to that specific search. We’ve seen examples where it’s like a catering business and they’ll have “catering” as a keyword, and they’re revealing up for all sorts of expressions in catering where they can’t supply catering, so browsing for a location that just does internal catering. Or they’re investing cash on a catering conference or simply absolutely unimportant things. Do not utilize broad match.

.Broad match modifier (BMM).

The upgrade from that is what’s called broad match modifier or BMM, which’s where these plus indications can be found in. This is actually the words dui, attorney, and seattle in any order, however they all need to exist and other things can exist around that. It might be, “I require a DUI attorney in Seattle.” “I reside in Seattle. I require a DUI attorney.” That would likewise work for that specific keyword.

.Expression match.

The next type is expression, which’s in the quotes. This “dui attorney” is the example here, and after that you can have anything prior to it or you can have anything after it, however you can’t have something in between it. It could not be “dui who is actually excellent at being an attorney”. Weak example, however you understand. You can’t simply push things in the middle of an expression match.

.Precise match.

Then precise match is what’s in the brackets here, which is simply those words and absolutely nothing else. , if I have [ dui legal representative], this keyword, if I didn’t have [dui attorney seattle], this keyword would not activate if someone searches [dui legal representative seattle] That’s as particular as possible. You actually wish to attempt that for your most competitive keywords.

This is the actually costly things, due to the fact that you do not wish to squander one single cent on anything that is unimportant to that specific search. This is your head on, it’s actually pricey every click. I’ve got to make certain I’m getting the most loan possible for those clicks. That’s where you truly wish to utilize precise match.

.3. Just one advertisement per group.

Next, ideas. The next thing is what we see is a great deal of individuals who have just one advertisement per group.

.Have at least 3 advertisements per group.

This is not a pointer. This is a criticism up here. The important things is that perhaps, once again, you believe it’s simple for management, however it’s truly difficult to see what’s going to work, since if you’re not constantly screening, how are you going to understand if you could do much better? Ensure to have at least 3 advertisements per group.

.Include psychological triggers into your advertisement copy.

Then take a look at your advertisement copy. We see a great deal of simply generic like, “We are the very best attorneys. Call us.” There’s absolutely nothing there that states I require to call these individuals. Actually consider how you can include those psychological triggers into your copy. Talk with your customer or your group, if you work internal, and discover what are the important things that individuals state when they call. What are the important things where they state, “Wow, you actually assisted me with this” or, “I was seeming like this and after that you was available in and I simply felt a lot better.”

That can truly assist to enliven your advertisements. We do not wish to get too expensive with this, however we definitely wish to make something that’s going to assist you stand apart. Actually include those psychological triggers into your advertisement copy.

.Ensure to have a call to action.

Then the next thing is ensuring to have a call to action, which appears fundamental due to the fact that you believe it’s an advertisement. That’s the call to action if you click it. Often individuals on the Internet, they’re not always believing. You simply wish to state, “You understand what? Simply call me or email me or we’re open 24 hours.”

.When they look at the advertisement, #ppppp> Just be actually particular on what you desire the individual to do. Simply spell it out for them. I understand it appears silly. Simply inform them. Simply inform them what you desire them to do. That’s all you require to do.

.Usage extensions!

Then make certain you include all of the extensions. In Google Ads, if you’re not extremely knowledgeable about the platform, there’s an area called Extensions. These are things like when the address reveals up under an advertisement, or you’ve got those little links that come up, or you’ve got someone stating we’re open 24 hours. There are all sorts of various extensions that you can utilize. Simply put in all the extensions that you potentially can for each single among your groups.

Then they will not all activate all at the exact same time, however a minimum of they’re there and it’s possible that they might set off. If they do, that’s provide your advertisement more realty versus your competitors, which is actually terrific on mobile since advertisements use up a great deal of area at the top of a mobile search. You wish to make certain to push your competitors as far as you potentially can down that search so you own as much of that home as you perhaps can. Something that I do see individuals doing improperly with extensions, however, is setting extensions at state the project level, and after that you have various advertisement groups that cover various styles.

Going back to this example over here, with the various kinds of legal representatives, let’s state you had an extension that talks particularly about DUI law, however then it was setting off on state sexual attack law. You do not desire that to take place. Make certain you have actually fine-tuned control over your various extensions so you’re revealing the best extension with the best kind of keyword and the ideal kind of advertisement. The other thing that we see a lot is where individuals have place extensions and they’re revealing all the area extensions where they must not be revealing all the place extensions.

You’ve got an advertisement group for, state, Seattle, and it’s speaking about this brand-new house advancement that you have, and since you simply filled in all of your area extensions, unexpectedly you’re revealing extensions for something in say San Francisco. Due to the fact that you have not filtered correctly, it’s simply. Actually double-check to make certain that you’ve got your filter established correctly for your area extensions which you’re revealing the right place extension for the ideal advertisement.

I understand that Google states, “We’ll choose the areas closest to the customer.” You do not understand where that individual is browsing right there. They might be in San Francisco at that minute and looking for brand-new house integrate in Seattle, due to the fact that perhaps they’re thinking of moving from San Francisco to Seattle. You do not desire them to see the things that exists. You desire them to see the things that’s at the location where they’re planning to be. Truly make certain you manage that.

.4. Keep screen and search different.

Last, however not least, keep display screen and search different.

By default, Google so helpfully states, “We’ll simply reveal your advertisements all over. It’s absolutely cool. This is what we desire everybody to do.” Do not do that. This is what makes Google cash. It does not make you cash. The reason is since screen network, which is where you’re going to a site and after that you see an advertisement, and search network, when you enter the things and you see an advertisement, are 2 absolutely various monsters.

.Prevent revealing text advertisements on the display screen network for higher project control.

It’s truly a various kind of experience. To be truthful, if you take your search projects, which are text-based advertisements, and now you’re revealing them on sites, you’re revealing a dull text advertisement on a site that currently has like 50 blinky things and click on this link. They’re most likely not seeing us and perhaps they have an advertisement blocker set up. If they are, definitely your text advertisement, which is kind of boring and not meant for that medium, is not going to be the thing that stands out.

Really you’re simply losing your loan due to the fact that you’ll wind up with lower relevance, less clicks, and after that Google believes that your group is bad. You’ll end up paying more due to the fact that Google believes your group is bad. It actually provides you that additional control by stating, “This is the search project. It’s just on search. This is the screen project. It’s just on display screen.” Keep the 2 of them absolutely different. You have lots of control over the search advertisements being for search and the display screen advertisements being for screen.

Don’t blend those 2 up. Ensure to uncheck that by default. Certainly there are more pointers on our blog site here . I hope that this will assist you get begun. SEOs, if you’ve never ever done a PPC project in your life, I suggest simply setting one up. Put 50 dollars behind that thing. Simply attempt it out, due to the fact that I believe what will truly assist you is comprehending more of how individuals search, since as we get less and less keyword information from the various tools that we utilize to find out what the heck are individuals googling when they attempt to look for our service, advertisements provide you a few of that information back.

That’s where advertisements can be a truly fantastic ally in attempting to improve SEO results. I hope you discovered this satisfying. Thanks a lot.

Video transcription by Speechpad.com

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Online Advertising

The Future of Content Marketing and How to Adapt: Trends, Tactics, and Tools

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Digital content marketing has been growing fast for the past decade.

Every major brand is online now, trying to engage more and more customers with their content, and for a good reason. Content marketing was long known for its (comparatively) lower up-front costs and diverse long-term benefits.

As a result, content marketing has become the major digital marketing tactic, with over 90% of B2B and nearly 90% of B2C marketers admitting to use be including content in each of their marketing campaign.

This steady growth in popularity is bringing forward several important outcomes:

Content creation is quickly exceeding content demand. You may have noticed that: There’s a solid amount of content already created for any possible question you may have
Consumers are being spoiled: They have access to more content they possibly need. It’s getting harder and harder to surprise or engage them
It’s getting harder to compete with bigger content marketing budgets. The more that big brands start building content in your niche, the higher the content standards, and the more your target audience expects from any content they come across

So what’s the future of content marketing? Is it dying?

Certainly not. The great thing about digital marketing is that ingenuity and creativity can always win over big marketing budgets.

Here are 3 content marketing trends (that we already see happening) and how to use them to your advantage.

3 Important Content Marketing Trends
1. Content Collaboration

Content collaboration is one of the most welcome marketing trends out there. In 2019 and beyond, content connects and bridges the gaps. It’s a beautiful concept.

Content collaboration means working with other people (inside and/or outside your company) on creating and marketing your content asset.

Collaboration is a possible answer to most of your content marketing struggles:

It allows you to save on content creation and marketing (and compete with higher budgets). If you focus on the relationship building aspect of it, you’ll be able to find content collaborators who’ll be happy to help you for free
Collaboration lets you discover more unique angles and formats you wouldn’t have thought possible if you were the single person working on it.

Here are possible examples of content collaboration:

Engaging your non-marketing employees and various departments in content brainstorming and marketing (for example, customer support team). One of the most publicized examples of this tactic working extremely well is “Made the Johnsonville Way” video campaign, 100% created by the company’s employees.
Including influencers in your content. One of the best examples of influencer-driven content out there is Moz’s Ranking Factors, which includes lots of industry influencers who were not only featured as contributors, but were also able to provide their unique comments on each ranking factor they were voting for. Remember, this is your unique content that’s also highly trusted, since it came from notable experts in the industry:

Search engine ranking factors from 2015

There are lots of platforms and tools being launched these days to meet this need for advanced marketing collaboration.

ContentCal is one solid example that allows you to include your whole team in the content planning and marketing process via its 2 main features:

“Campaigns”: allowing you to create content briefs that your whole team can access (and contribute to)
“Pinboard”: allowing your whole team to contribute to your brand social media channels (with the extra quality assurance layer to ensure consistent brand voice)

Showing the cooperative content marketing options from ContentCal

2. Question Optimization

There used to be a huge gap between content creation and optimization: Writers were forced to build content around “keyword strings,” set phrases that we needed to include in a copy a certain number of times.

Apart from somewhat killing creativity, this approach had another big issue: Keywords de-humanize writing. It’s too easy to forget that there are actual people typing those keywords in the search box.

Google’s algorithm evolution is quickly putting an end to this outdated optimization tactic. Google no longer focuses on keyword strings. It can now evaluate each query’s context and intent.

(RELATED: Our Favorite Keyword Research Tools (17 Tools Every SEO Needs))

To accommodate the new algorithm, we are finally moving away from keyword-matching content and learning to build more in-depth content that actually adds value. This is bringing another great marketing trend: Question optimization.

There are many important reasons to build content that answers niche questions:

Questions are closer to natural language than keywords, so they make your content much more optimized for voice search
Google understands and features questions. Notice all those “People Also Ask” and “Featured Snippets” search elements where Google features pages that do the best job answering search queries.
Questions are easier to relate to: You are able to clearly see the problem your target customer is facing and can provide solutions in your content

Showing the People Also Ask dropdown on GoogleBuild content that answers questions and provides solutions.

There are lots of tools that allow you to research popular questions, but the one I tend to recommend using is Text Optimizer which is a semantic analysis tool.

This tool:

Uses Google’s search snippets to extract related terms and concepts
Identifies popular questions around any topic and helps you optimize content to provide best answers

Graphic showing the related questions that people search for

More sources of niche question research include:

Your customer support and sales teams (again, collaborate with them on creating content)
Social media (especially Twitter comments)
Quora, Reddit, and Amazon Q&A sections
Online reviews and discussion boards, etc.

(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)

Another solid tool to mention here is Serpstat’s clustering feature that allows you to discover related questions and group large lists of keywords/questions by meaning. If you use multiple sources for question research, Serpstat allows you to come up with content ideas that cover multiple questions and thus helps you rank for a variety of them:

Showing the content marketing strategy of keyword clustering with Serpstat

You can read more on how to use clustering here.

3. Content Personalization

Dynamic personalization is another trend that is making its way into the marketing industry, despite all the growing privacy concerns.

Marketing personalization means customizing the web experience for each particular user.

Personalization is not segmenting (which means providing a customized experience to an identified group of web users).

Through personalized product and content suggestions, Amazon and Netflix have been providing customized user experience for ages. BigCommerce has found that younger generations of US-based consumers rely heavily on Artificial-Intelligence-powered personalized product recommendations and personalized social media ads when making shopping decisions online.

(RELATED: Content Writing Tips to Write Better Content (This 7-Step Process Can Work for Anyone))

These days, personalization is expected from your brand. It also helps brands catch their customers’ attention in this era of information overload.

When it comes to content, dynamic personalization is more doable than you may think. Here are 2 ways you can easily personalize your content now:

Personalize in-content calls-to-action

Personalized CTAs have been found to increase on-page interactions by 202%. Hubspot’s Smart CTA is a great tool to help with this. Of all personalization settings, I find these the most useful:

Personalize your CTA by using your list contact’s first name
Show visitors your customized CTA based on how they found your content

How to create a smart CTA for your content marketing

Personalize in-content product recommendations with Alter

Alter is a marketing personalization platform that uses non-personal data they collect across the web to target your content to each web user better:

graphic showing how personalized product recommendations work

Alter is very easy to set up: You don’t need any technical knowledge, and it also provides you with some basic reports so you know how the personalized experience is being served to your site users. You can use it to customize your in-content CTAs, banners, or product recommendations.

Monitor your on-page engagement closely!

Finally, if you want your personalization tactics to succeed, you need to closely monitor how your audience is reacting to the personalized experience. Finteza is the free analytics software focusing on monitoring and reporting on specific on-page events.

image of conversion monitoring for personalized CTA's

Set up conversion monitoring for each personalized CTA you have created to better monitor the engagement.

Moving Forward: How to Prepare?

These are by no means ALL of the content marketing trends that are already happening right now. Likewise, these are not ALL the tools you may want to play with. The purpose of this article wasn’t creating an ultimate resource—which is hardly possible anyway, because content marketing keeps evolving as we speak.

What I did want to achieve with this article is to show you that evolution is good, and there’s no need to be intimidated by change. Technology is evolving, our audience is changing, and our competitors are always moving forward too. These are all challenges we have to be dealing with, but these challenges also bring new opportunities.

To adapt to any change and get ahead of your competition, always be ready to explore new tools and experiment with new things (including content formats and tactics).

Good luck!

(NOTE: Need a helping hand with your digital marketing efforts? Or maybe you just want proven, actionable marketing tools, tactics, and templates to implement in your business? Check out the latest deal from DigitalMarketer, and you will be on your way to helping your business grow.)

The post The Future of Content Marketing and How to Adapt: Trends, Tactics, and Tools appeared first on DigitalMarketer.

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Social Media Marketing

Web Development Issues: 7 Reasons Why Your Website Isn’t Driving Business

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Is your website failing to drive business? You may be having problems with your web development. Read more here.

website development

You launched your new e-commerce website and you’re excited about the promise of increased business.

You sit back and wait for the traffic to roll in. And then you wait some more.

After a few coffees, you realize it’s not catching on the way you expected. But why?

It’s very possible that it isn’t what you’re selling that’s the problem. You likely have a web development issue, that can be fixed.

Let’s take a look at common web development issues that hold businesses back and how to reverse them.

1. You Lack a Value Proposition

When it comes to content, what you present to website visitors is very important. While it’s okay to tell people your brand philosophy and some of your achievements (like many companies do), you have to make it relevant for potential customers.

That means you should take the time to develop a value proposition. There needs to be a focus on the products or services you’re offering – you tell the potential customer how these offerings can solve a problem that they have.

Think about what sets your products apart from your competitors, and then hammer that home in your website messaging. Tell them how you can better serve them or more affordably meet their needs.

2. You Don’t Know Who Your Audience Is

You could have heavy website traffic, but that doesn’t mean a thing if you don’t generate any sales leads from them.

This step of creating quality leads, not just website traffic, should actually start before the website is even built. Questions you should ask yourself include;

Who am I selling to?
What do those people need to succeed?
How do they want to be communicated to?

Experts in the industry call this building buyer personas. It helps you narrow down your target audience by reviewing data and analytics among other steps to see what people are searching for, and from where.

You can even survey customers to find out what they want to see from your offerings, and what their biggest challenges are that you can help solve.

Then it’s your job to take all this information to create buyer personas that can target leads like a laser beam. By appealing to the specific tastes of your target audience and even modifying website design to accommodate their online behaviors, you can strike gold.

3. You Don’t Have a Blog

You may be lucky enough to have a chance visitor buy something through your website. But the real victory is making them into long-term customers. Easier said than done? Not always.

You may think writing a blog is not important in an overall marketing strategy, but you’d be wrong. A regularly updated blog provides a reason for customers to come back, especially when you give them the information they need or can’t get anywhere else.

Make the content interesting and personal. Say for example you sell fair-trade coffee online. Write a story about how you sourced the coffee beans, a little bit about the people that grow the beans, and why it is a sustainable practice.

Use photos, graphics and links to reputable sources to make it more visually interesting and interactive.

Another benefit of blogging is that search engines love content – they reward websites with more indexed pages with higher search rankings. Do some industry keyword research to incorporate into blogs to make them perform even better!

Try to keep your blogging consistent so people know when they can expect a new post – weekly, for example. Promote your blog across any other channels you have including social media.

4. Your Website Isn’t Mobile Friendly

Statistics show more and more people are accessing websites using their mobile devices, which should really come at no surprise.

In fact, from the first quarter of 2015 to the fourth quarter of 2018, mobile web traffic (as a percentage of overall web traffic) increased from 31.16 percent to 47.19 percent.

So with about half of all web traffic coming from mobile devices, you should be thinking about the customer’s mobile experience. Your site might look beautiful on a desktop computer and function with ease, but be a nightmare for those trying to make a purchase from their smartphone.

If you have identified your target customer as millennials, keep in mind they consume more information through mobile devices than from live television. Gen Z customers, which have billions of dollars in spending power, value great customer service. So make sure you have a live chat option for customer support or an easy way to get an answer through your website.

That means you should focus on building a responsive website. What does that mean? A responsive website not only arranges design elements and text size for the best viewing on smaller screens, but it also ensures the interface is user-friendly so no one leaves your website in frustration.

Google even offers a free mobile checker to tell you ways you can improve your mobile website. That could be something as simple as reducing photo size so it loads quicker.

5. Your User Experience is Weak

This ties in with the previous point about making your website mobile friendly. When someone visits your website, they don’t want a lot of hassle and guesswork to get to the products or the checkout. They want a seamless and quick process.

Keep in mind your online storefront is like a retail brick-and-mortar storefront. If people don’t like the first impression or something puts them off, they’re not likely to buy from you. Even if you have a great product.

But how do you drive traffic through customer experience?

Take a look at your interface, both on desktop and mobile. Are the action buttons (contact us, buy now) to close together? Does the color scheme help identify different elements of the page, or does it look like one big mishmash of information?

Make contacting customer service easy. Don’t make the customer go through a lot of unnecessary steps before they can buy a product (like agreeing to multiple terms or checking off newsletter subscriptions). Once the customer has purchased something easily, then it might be a good time to ask them if they want to read your newsletter or complete a survey.

Are your customers accessing your website from different countries? Consider adding language options to your website.

6. You’re Not Making Use of Social Media

You may think social media is a nuisance, but it’s a major way that customers interact with brands. Not only should you put links to your Facebook and Twitter pages right into the user interface, but you should also spend time creating posts and answering customer inquiries.

Each time you update your blog, be sure to post a link through social media and let people know why they should read it, or even open the door to discussion or comments. Make it fun and engaging. At the same time, but share buttons on the blog page itself so people can easily spread the content.

If you have a business Facebook page, potential customers will assume it’s being monitored at all hours. They may send you a message to clarify something about a product or to tell you about a problem, and you need to be ready.

But this also presents an opportunity to share links to products from your website, or to collect valuable feedback about your products or services. If you don’t respond to inquiries through social media, the potential customer may feel shunned and will move on to your competitor.

Buying sponsored posts on social media that drive traffic to your website is another option, but make sure you’re targeting the right demographic or you might as well throw your ad dollars down the toilet.

7. You’re Lacking External Links

The ideal situation is for other brands or online entities to link to your site as an authority in the industry. While being really good at what you do and creating winning blog posts will help you stand out, it won’t guarantee attention.

What can you do? Well, you can reach out to other brands and ask for links. Or you can create a guest post on another prominent website that drives traffic back to your website.

Having more people link to your content will result in more page views, which is good for your website rankings. Be sure to link to relevant content to support your website information, but be careful not to accidentally promote products you’re competing with.

Better Web Development, Better Sales

The web development process is crucial to help target the right customers and keep them coming back for more.

A website isn’t a one-time job – you need to keep it updated and engaging to have customers return. You also need to ensure your search engine optimization (SEO) is effective to keep you high in the search rankings, so they can find you in the first place.

By following some of these steps, you can see a spike in your website traffic. But more importantly, you can convert more casual visitors into paying customers.

Read more: business2community.com