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Posts tagged ‘marketing’

Top 100 Posts of 2011 – Website Magazine – Website Magazine

Top 100 Posts of 2011 – Website Magazine – Website Magazine.

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Houston Web Marketing, Sales, SEO, SEM, PPC & Analytics Resume / CV

 

Larry Williams

Houston, TX

281-455-8300

lwwilliams@suddenlink.net

Summary

 

A results-motivated professional seeking an opportunity that utilizes his experience with IT sales, online marketing, SEO and web analytics to impact and grow a company’s productivity.

Employment Experience

 

eVariety Company                                                                                                    1/06-6/11

Online Sales & Marketing

  • Sold collectible items through customized e-commerce websites, maintained a 100% positive customer service rating and shipped more than 75% of items within 10 days of posting.
  • Utilized search engine optimization (SEO) methods and strategies to improve SERP rankings for multiple websites using tools including Google Webmaster Tools and SEO PowerSuite.
  • Created and managed pay-per-click (PPC) advertising campaigns using Google AdWords to generate traffic and grew sales using keyword ads, as well as multiple blog and website placements.
  • Increased ROI by adjusting multi-channel advertising budgets based on web analytics reports generated by Google Analytics, Omniture Site Catalyst and Google AdWords.
  • Created promotional ads and links using HTML tags, Java widgets and RSS feeds on multiple websites, blogs and social media networks including Facebook, Google+, LinkedIn and Twitter.
  • Researched, tested and trained on new SEO, online marketing and web analytics tools and techniques.

 

RSA                                                                                                                            8/05-12/05

Senior Account Manager

  • Marketed IT business solutions including project, contract and permanent staffing services.
  • Met with prospects and gathered detailed information to determine future technical needs.
  • Researched and analyzed prospective businesses using Salesforce CRM and industry web portals to forecast sales opportunities.

 

Bridgewater Resources                                                                                             8/02-6/05

Business Development Manager

  • Sold IT staffing solutions for a start-up business by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Drove sales production with a $500K/yr. average and a gross profit margin (GPM) exceeding 33%.
  • Developed most of the CRM workflow process, website content and multi-channel marketing material to promote and advertise a new company and its services.
  • Made presentations to corporate executives and hiring managers, gathered detailed information on job orders and planned search strategies with recruiters to target qualified technical candidates.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.

 

 

 

IntelliMark                                                                                                                 11/94-6/02

General Manager – Account Executive

  • Sold regional B2B IT staffing and project solutions by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Met with decision makers, gathered information on qualified sales orders and developed multi-channel marketing campaigns using cross-promotions and viral marketing.
  • Managed Houston branch operations, including budget, marketing plans, sales forecasting and employee hiring, firing, training and yearly reviews.
  • Developed and made corporate presentations and co-hosted a national business conference.
  • Managed an internet strategy team project that designed and launched a new company web site that included a new layout and content, job posting and search capability and new marketing material.
  • Managed a CRM migration project and created a paperless workflow process.

Sales & Recruiting Manager – Account Executive

  • Sold IT services, recruited candidates and managed account executives and recruiters.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.
  • Led in-house training sessions and created internet training presentations, videos and documentation for sales and recruiting teams.

Technical Recruiter

  • Recruited, interviewed and prepared qualified technical candidates for interviews with client companies.
  • Received feedback from candidates and clients after interviews and negotiated starting salaries, benefits, start dates, sign-on bonuses and/or relocation packages.

 

Management Alliance Group, Inc.                                                                           3/94-11/94

Recruiter

  • Sold staffing services to businesses and recruited candidates in multiple industries, including Finance, Medical and Oil/Gas.

 

 

Professional Achievements

  • Inbound Marketing Certified Professional – HubSpot
  • Manager of three (3) Presidential Award recipients
  • Manager of one (1) Chairman Award recipient
  • Quarter-Million Dollar Producer Award*
  • Top Five Producer Award*
  • Rookie of the Year Award*
  • Member of Top Three Blended Services team*

* Texas Association of Personnel Consultants, Houston Area Association of Personnel Consultants

 

 

Education

Bachelor of Arts – Communications – Marketing, 1993

Stephen F. Austin State University – Nacogdoches, Texas

 

Infographic: Google’s War Against Spam | WebProNews

Infographic: Google’s War Against Spam | WebProNews.

Top Google Ranking Captures 18.2% of Clicks [Study] – Search Engine Watch (#SEW)

Top Google Ranking Captures 18.2% of Clicks [Study] – Search Engine Watch (#SEW).

Super-Charged PPC Ads – Website Magazine – Website Magazine

Super-Charged PPC Ads – Website Magazine – Website Magazine.

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.

Utilize SiteLinks
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.

Chrome Gains Ground in Browser Wars – Website Magazine – Website Magazine

 

 

 

Chrome Gains Ground in Browser Wars – Website Magazine – Website Magazine.

Chrome Gains Ground in Browser Wars



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.

 



Boost Your CTR With These 5 PPC Ad Copy Strategies  – Search Engine Watch (#SEW)

Boost Your CTR With These 5 PPC Ad Copy Strategies  – Search Engine Watch (#SEW).


Boost Your CTR With These 5 PPC Ad Copy Strategies

, June 17, 20111 Comments

Strong creative can be a huge competitive advantage in the world of paid search. When you can pay less to get more, you’re doing something right.

The compounding factors of improved CTR, increased quality score, and reduced CPC can make a tremendous impact on performance. Ad copy testing lies at the heart of seizing this competitive advantage.

With an endless number of attributes to test, it can be a little daunting to pick a starting point. Looking for a positive impact? Here are five ad copy attributes you can test.

1. Price Points & Percentage Off

If you’re a retailer, this is must. You’re missing out big if you aren’t testing into specific price points and percent off offers.

Important: don’t make assumptions here. Test out multiple price points and percentages off to find out what will resonate with consumers. Here’s one of my favorite illustrations of why not to assume anything when it comes to price points:

PPC Price Points

A 76.5 percent CTR lift on the higher price point. We can make assumptions as to why the higher of the two price points experienced the higher CTR. Maybe the “or Less” factored in, or maybe “$39” just sounded too good to be true. Hard to say. This is precisely why we test.

2. Google Sitelinks

By now you have hopefully enjoyed the benefits of running Google Sitelinks in your ads. The presence of ad sitelinks can lift CTR by more than 30 percent.

Surprisingly, many advertisers still haven’t added these to their campaigns. Maybe they’ve tested it and found that their ads perform better without sitelinks, but this is doubtful. I haven’t seen an instance where an ad’s CTR decreased as a result of having sitelinks present.

Don’t let your sitelinks get stale. Remember to rotate in new pages to test, and test variations of the ad copy. Keep refining.

3. “Official Site” 

Using “Official Site” directly following the name of the brand in the ad headline has almost always lifted CTR and reduced CPC. There is an absolute correlation between the power of the brand and the influence that “Official Site” will have on improving performance.

Recognizable brands that carry more weight will typically benefit from this. In instances where there are many affiliates competing in the space, the brand will also benefit from this tactic.

“Brand Name – Official Site” can also lift performance on non-brand terms, especially in instances where the brand is considered a leader. Depending on your account, it may be worth experimenting with this.

With the recent modification of Google displaying the root URL of the display URL within the headline, there’s been speculation that “Official Site” many not be as necessary as it once was, and those valuable headline characters can be better utilized. Sounds like another great test!

4. Sense of Urgency

Any good direct marketer understands this principle. Give consumers a reason to feel as though they should decisively take action, and they are more likely to do so.

If you’re running an offer in your ad copy – and you should be if you can – test using an end date. Here are some iterations that work well:

  • “Ends 6/11” – a specific end date. Drop this in the ad copy about five days prior to the end date
  • “Ends Monday” – test using the day of the week vs. the actual date
  • “Hurry!”, “Save Now”, “Ends Soon” – Even without an end date, there are ways to create that sense of urgency with the consumer

5. Extended Headline

This is another recent modification to how Google displays ads. You no doubt have seen this, and hopefully have been experimenting with it.

Google Extended Headline Mens Suits

Ultimately Google will make the call on whether your description line #1 will be moved into the headline of your ad. While you can’t explicitly opt into (or out of) this, you can influence the probability of your ad displaying as such.

First and foremost you need to be in the premium position above the organic results. By crafting your ad so that each line of copy appears as a distinct sentence that ends with proper punctuation, you’ll at least be in a position to have your ad appear with the extended headline.

Applying some of the tactics mentioned earlier, like sense of urgency or price points, into the extended headline can help boost CTR and is worth experimenting with.

Test Your Ad Copy!

One of the most enjoyable aspects of managing paid search accounts is the ability to test, and the learning that comes from it. Curiosity, creativity, and discipline are required. With the competing priorities of so many things you can and should be doing while managing an account, ad copy testing should always remain high on the priority list.