Google Analytics Adds Real Time Reports, Improves Custom Site Search
Google Analytics Adds Real Time Reports, Improves Custom Site Search
Running a successful pay-per-click advertising campaign can be a challenge for online retailers. In particular, writing great PPC ads can be a real struggle.
With numerous products that have various benefits and varying price points, advertisers often feel overwhelmed when it comes to writing great ads. In this article, we will outline a strategy for online retailers that will help to improve click-through rates, conversion rates and overall engagement of your PPC ads.
Feature the Product Keyword in Your Ad
One of the most important tactics for a successful PPC ad is highlighting the user’s search query directly in your ad. By displaying the keyword in your ad, it will be more relevant and this will result in a higher click-through rate.
In order to display the right keywords in the right ads, you need to structure your campaign so that each ad group contains a very tightly themed group of keywords. For example, if an ad group contains a few variations of the keyword, “organic pet supplements”, then you can write ad copy that highlights this keyword specifically.
To create tightly themed ad groups, you should follow this rule-of-thumb: Each ad group should contain two to four related keywords (and the appropriate match-type variations). With only two to four keywords per ad group, you can write PPC ads that highlight each of your core terms. In other words, you can highlight one product per ad group.
Highlight Benefits, Not Features
This is a common mistake when writing PPC ads. Many ads contain features and not benefits of their products. Your ads should be audience-centric. How will your product or service make the lives of your audience better or easier? What problem or desire does your product satisfy?
For example, if you sell treadmills, your ad shouldn’t mention the product weight, where it was made or the various running speeds. Most people looking for treadmills want to get healthy, have more energy, lose weight and look better. Those are the most desirable benefits of owning a treadmill. You may want to review your current PPC ads to see if they are featureor benefit-focused.
Close with a Call-to-Action – Urgency
This may seem obvious, but it is also worth saying: Tell people what you want them to do. For online retailers, you can use straightforward action verbs like, “Buy Now!” Or you can use a special offer to motivate people, such as, “Get Free Shipping!” or “Buy 1, Get 1 Free!” Or, if your product requires a demo before someone makes a purchase, you can use, “Get a Demo Now!”
Display Price and Discounts
Displaying prices in your PPC ads can give them a boost. You should test different prices to see what appeals best to your audience. Also, you should try mentioning discounts within your ads. Any specials or sales that are active on your website should certainly be mentioned within your ads.
Google AdWords has a very helpful feature called SiteLinks. This feature allows you to display up to four additional text links below your PPC ad. I highly suggest that you take advantage of SiteLinks. With this option, you can write additional texts that display other product benefits — and you can send users to other products or pages within your website.
Expand Your Ad with Product Listings
Product listing ads are a powerful feature within AdWords. With this feature, you can display your products directly within search engine results (SERP) on Google. Unfortunately, we don’t have enough space in this article to go into the details of implementation. But, in a nutshell, open a Google Merchant account; upload a product feed from your website to your Merchant account; link your Merchant account to your Ad- Words account. There is a little more to it than this, but if you login into your Google Merchant account, the help section is very informative.
Claim More SERP Real Estate with Location Extensions
If you have a brick-and-mortar location, or multiple locations, you should take advantage of the Location Extensions feature in Google AdWords. With this feature, you can display your company’s location directly on the SERPs within Google. To implement Location Extensions, you will need to link your Google Places list with your Google AdWords account. Trust me, it’s easy!
Get Longer Headlines (hot tip!)
This is a new feature within Google AdWords. You can display longer headlines that will make your ad stand out, which will increase your click-through rate. All you need to do here is to make sure that Line 1 of your ad ends in punctuation (a period, question mark, etc.) — then when your ad appears in the top-ranked positions, line 1 will be bumped up into your headline, and your headline will be longer and more noticeable.
The PPC ad below works because it is using the following tactics from our list: feature the product keyword directly in the ad; display price (this is covered by the product listing); expand your ad with product listings; and get longer headlines.
The PPC ad below utilizes some other tactics from our list, such as: feature the product keyword directly in the ad; close with a call-to-action; highlight benefits, not features; utilize SiteLinks; and get longer headlines.
By implementing this overall strategy, you will be initiating the following thought pattern when someone reads your PPC ad:
1. This ad seems relevant to my search query (highlight the keyword)
2. This sounds like a product that I can use (highlight benefits)
3. It looks like they have a few interesting products (utilize SiteLinks
and product extensions)
4. Wow, this is a great offer (display a great call-to-action and/or deal)
5. I am going to click and I am going to buy!
You may be thinking that users don’t interact with PPC ads this way. But why not? If your PPC ads are good enough, they will. Now, go super-charge your PPC ads for higher click-through rates and conversion rates.
About the Author: Joseph Kerschbaum has been working in PPC advertising, search engine optimization, conversion optimization and social media marketing for the past five years. He is the co-author of PPC Marketing: An Hour a Day and the client services director at Clix Marketing.
Google Chrome surpassed 20% of the global internet browser market during the month ofJune 2011 according to Internet statistics firm StatCounter.
Chrome took 20.7% of the global market, up from 2.8% in June 2009. Microsoft’s Internet Explorer has fallen from 59% to 44% globally and Firefox dropped slightly from 30% to 28%.
“It is a superb achievement by Google to go from under 3% two years ago to over 20% today,” commented Aodhan Cullen, CEO, StatCounter. “While Google has been highly effective in getting Chrome downloaded the real test is actual browser usage which our stats measure.”
StatCounter Global Stats are based on aggregate data collected on a sample exceeding 15 billion page views per month (4 billion from the US) from the StatCounter network of more than three million websites.
This has been around for a while, but I’m still surprised at how few of my peers are using it.
If you have Google Buzz turned on, you’ll notice when you next log into Google Reader that there’s a section for “People You Follow”. In this section, you can share links – or random thoughts, with all the people who are following you, or a select group, and they can share with you.
Those links also show up on your Google Buzz page. I enjoy getting suggestions from people who know and understand me, and what kind of news I like or need. I also like being able to split my audience into targeted groups of people so I can send them updates just on things they would want to know, instead of the whole fire-hose. Accessing Google profiles from within Google Reader has helped me get to know a lot of people better as well.
Surprisingly, lots of people are dismissive of Google’s Social Search. This was understandable when the searches that turned up social results were still at the bottom of the screen. But recently, Google has integrated Social Search results into the main results, and some social signal data is reportedly already part of their algorithm. This alone makes it worth paying attention to, whatever your experience is with social media.
Besides that, there’s a lot you can learn just from the Social Circle Google has discovered for you, which is derived from how you fill out your Google Profile.
For example, if you’re connected to someone with a common name on Twitter, and you can’t figure out which LinkedIn profile belongs to them due to a common name, Google Social Circle can help with that.
You can also spot trends of what sites you’re not on that are becoming hot, or figure out which service your friend is using that has the least noise, and thus, the highest chance of contact. The secondary connections section can also help you find new people to connect to in your favorite social media site.
Is your business seasonal? Does your favorite search term reflect this? Has the term you targeted peaked? Are there other related terms you could attain rising in popularity? You can use Google Insights for Search to research all these things.
4 – Google Correlate
Google Correlate finds search patterns which correspond with real-world trends. This might not seem important at first glance, but one thing I’ve used it for is to help local businesses with regional chains decide what local search project to prioritize. Another is to find keyword sets I wouldn’t have thought of on my own, by typing in phrases to see what other phrases they often appear within searches.
Not yet a Google Labs graduate. Plug in your name and see who Google thinks you should follow after digging into your social graph. I like to use it to find more people who are like my favorite Twitter friends.
Google News Timeline can help you examine the growth of a story, track mentions of your company in the press over time, or see what’s hot in different types of publications. It can even give you a link you can refer back to later, if you want to follow the progress day-to-day.
7 – Google News Near You on Google News for Mobile (On your mobile phone)
This will add a new section to the mobile version of Google News that will tell you what’s going on in your immediate area. Once you browse to the Google News site on your cell phone, and share your location, you will then get a new section called “News Near You”.
That section will give you news according to what’s near your physical location.
Those are just a few of the new or updated tools and resources for search, news and social media that you can find in Google. Keep an eye on the Google Blog and the Google Labs site for more.
About The Author
Tinu Abayomi-Paul is a website promotíon specialist. Get more daily tips on generating traffic from Google. Sign up here today – freetraffictip.com/tv/ – and get video footage that will show you how to find out what Google knows about your site.
According to a new report from the Pew Research Center, Twitter usage has climbed to 13 percent of U.S. adults online – up from 8 percent in November. Usage among people ages 25 to 34 and 55 to 64 has more than doubled since late 2010.
These statistics are impressive but they don’t tell the whole story about recent developments with Twitter and the fact that it is on its way to becoming the Web’s next great search engine. For that, you need to optimize. But first, let’s look at how Twitter is getting closer to its goal of becoming a legitimate powerhouse.
Earlier this year, Twitter acquired TweetDeck, the service that helps users organize information on Twitter and eases the burden of constantly streaming updates. They also recently acquired AdGrok, an advertising platform intended to help Twitter monetize the site. Other recent developments include an embeddable button that allows users to more easily follow their favorite accounts on Twitter, and the ability to share photos on Twitter directly (expect video to follow).
One can argue all day that Twitter is used by a small percent of the population and that the number of accounts is inflated, due to users having several accounts at one time. But what cannot be argued is that the amount of information that flows through Twitter is enough to challenge any other source on the Web. Although it might not be a core of Twitter’s current usage, the new acquisitions point to a new phase in the service’s development – a budding real-time, social search engine. It should now be treated as such. Below, are 10 tips for Twitter optimization to make sure that your business is at the forefront of the Web’s next search boom.
Online advertising revenues in the U.S. hit $7.3 billion for the first quarter of 2011, representing a 23-percent increase over the same period in 2010, according to figures released by the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers.
This marks the highest first-quarter revenue level ever for the industry and a significant increase over last year’s first-quarter revenue level, which had been the highest on record to date.
“The consistent and considerable year-over-year growth we’re seeing demonstrates that digital media is an increasingly popular destination for ad dollars, and for good reason,” said Randall Rothenberg, President and CEO of the IAB. “As Americans spend more time online for information and entertainment purposes, digital advertising and marketing has emerged as one of the most effective tools businesses have to attract and retain customers.”
Search made up for 46 percent of the ad revenues, followed by display advertising with 24 percent. Sponshorships (3 percent of the share) have grown 88 percent since 2009, and classifieds (10 percent) are up 15 percent.