Tuesday, September 19, 2017

What’s a Good Quality Score for Each Type of Keyword?

When it comes to Quality Score everyone wants a 10. But for certain types of keywords, that’s about as likely as WordStream doubling my salary to drink bourbon and grill dry-aged ribeyes on a veranda overlooking Lake Winnipesauke. We can dream, but it ain’t gonna happen.

You see, when you add a new keyword to your account, Google automatically assigns it a starting Quality Score of 6. From there, a combination of factors, including expected CTR, ad relevance, and landing page experience, will determine whether that score sinks or skyrockets. But not all keywords are created equal.

traits that impact quality score include expected ctr ad relevance and landing page experience 

Today, we’re going to talk about what constitutes a good Quality Score depending on what kind of keyword you’re bidding on. Viewing this key AdWords metric in context will help you identify the right keywords to focus your optimization efforts on.

Here’s a high-level overview of what you’ll learn today:

  • A “good” Quality Score in AdWords depends on what kind of keyword you’re looking at
  • A good Quality Score for branded keywords is between 8 and 10
  • A good Quality Score for high-intent commercial keywords is 7 to 9
  • 7 is a good Quality Score for low-intent keywords
  • Aim for a Quality Score of 3+ on competitor keywords
  • Prioritize raising your Quality Score for high-intent keywords first

Now let’s dig into this topic in a little more detail, including a quick recap on how Quality Score works.

What is Quality Score?

For those of you who are new (or could use a refresher), Quality Score is the metric Google uses to determine the quality (duh) and relevance of your ad copy and landing page in relation to a given keyword. It’s then used to calculate your cost per click (CPC) and ad rank for that keyword. The higher your relevance and your Quality Score, the better your ad rank and the less you pay every time someone clicks on your ad.

This makes Quality Score really important to your AdWords performance.

quality score in adwords impact on cost per click

Also important to your performance—from a conversion and ROI standpoint—is intent.

If you sell mugs decorated with witty phrases, the keyword “buy novelty mug” is inherently more valuable to you than, say, “mug” or “what are mugs.” While those last two are relevant (ish) to your business, they’re not commercial; those searchers are very unlikely to buy anything from you.

As such, time spent trying to improve your Quality Scores on broad, informational keywords will have much less of an impact on your bottom line than optimizing high-intent keywords that lead directly to action.

Believe it or not, this holds true for businesses outside of the highly competitive ceramic drinkware industry, too.  

The 4 Kinds of Keywords

For the purposes of this exercise, we can divide keywords into four major groups: brand, competitor, high intent, and low intent. 

A branded keyword is a layup. No other advertiser can use your brand in their copy (it’s against Google’s guidelines) and it’s unlikely that a competitor’s using your name in their URL or on a landing page.

quality score has the ability to make you pay more or less per click based on degree of optimization 

On the other end of the spectrum, it’s almost impossible to get a Quality Score of 10 when bidding on your competitor’s name; for New Balance to outrank Nike on a search for “Nike,” they’re going to have to pay an arm and a leg.

Between the poles of brand and competitor, we can split keywords into two groups: low intent (typically informational or navigational searches) and high intent (commercially relevant keywords, the ones that lead to conversions, the backbone of your AdWords account. Need I go on?). Both are important to your overall AdWords success (if you use remarketing, cheaper low intent keywords are a great way to create audiences and drive conversions down the road), but treating them as equals is a waste of your time and money.

With that, let’s look at what a solid Quality Score looks like for each type of keyword (and talk about how to improve them if you’re missing the mark).

What’s a Good Quality Score for Branded Keywords? 8+

Even though your website should be the first thing that shows up in the organic results when someone searches for your business, there’s a big old chunk of real estate above the organic listings that your competitors are welcome to claim. (And the above the fold real estate on brand searches looks even more commercial on mobile devices.) Fortunately for you, competitors need to pay a premium to do so.

That being said, many of them are ready and willing.

For this reason, you need to bid on your own keywords. The required investment is small—especially compared to some of those high intent keywords (we’ll get to them in a minute)—but dominating the SERP pays dividends. You can basically sleep your way to a high Quality Score for branded campaigns. That means if you’re not seeing at least an 8, something has gone horribly wrong (don’t worry, it’s fixable).

Think about the contributing factors. The expected CTR should be high since the search was for your brand (intent city) and your ad couldn’t be more relevant. The only potential detractor is landing page experience, which is impacted by a combination of content, structure, and load time.

Check out this New Balance ad that surfaces when I search for the brand and nothing more (can you tell I love leisurewear sneakers yet?).

example serp for branded keywords showing quality score 

The copy isn’t salesy outside of an obligatory “shop now” in the description. The rest of the ad speaks to the brand’s heritage (“Since 1906,” “For more than 100 years”) and ad extensions are used to share additional value propositions and links to high-traffic pages.

Guess what? You can do this, too.

Simply speaking to your prospects and sending them to a relevant location will yield a high Quality Score, making your branded keywords dirt cheap on a CPC basis.

Tips to Improve Quality Score for Branded Keywords

  • Ensure that your landing page loads quickly with the Google PageSpeed Insights tool.
  • Don’t be afraid to tout your brand’s distinguishing factors in your headlines, even if it means relegating your CTA to the description .
  • To dominate the SERP, add as many relevant ad extensions to your branded campaigns as you can; this will help prospects navigate to more relevant pages and push competitors further down the page.

What’s a Good Quality Score for High-Intent Keywords? 7-9

High-intent commercial keywords are the most important subset of keywords in your AdWords account. They also tend to be the most expensive. As a result, high-intent keywords are the area in which maximizing Quality Score will have the greatest impact on performance.

Whether you’re a merchant of $15 skinny jeans or $25,000 software, high-intent keywords are those search terms that convey clear intent to do X, where X is your conversion objective.

Let’s say you sell flowers online and, two days before his mother’s 49th birthday, a terribly forgetful son needs to send something that will elicit a smile. He types “buy flowers online” into Google and sees…

 keywords with high commercial intent are the place to focus your quality score optimization efforts

What do you notice about these ads? What do they have in common?

The ads are relevant and feature CTA’s for days.

Even 1-800-Flowers (who have brand recognition for days) uses the search term in their copy. You’ll also notice a smattering of dollar signs and deals, all of which exist to entice a searcher into clicking. These advertisers are specifically attempting to improve their expected CTR for the term “buy flowers online.”

Before Google even considers the landing page experience component of the Quality Score calculation, each of these advertisers has made a concerted effort to optimize for ad relevance and CTR. This means that two-thirds of the contributing factors are accounted for, making a QS of 6 or 7 attainable through diligent ad testing and good account structure alone.

Landing pages are trickier to tackle from a resources perspective, but if you can ensure speed and relevance, you’re going to please Google’s algorithm. For your high-intent keywords, try to build out single keyword ad groups and implement ad group level landing pages. While this can be a major hassle (not to mention expensive), ensuring semantic relevance and fast load times is the best way to improve this crucial component of your Quality Score. For the keywords most likely to impact your bottom line, it’s totally worth it.

Tips to Improve High-Intent Keyword Quality Score

  • Use Single Keyword Ad Groups (SKAG) to isolate high intent terms. This gives you more control over your bid and allows you to implement the exact term in your ad copy.
  • Have dedicated landing pages in place for your most valuable keywords.
  • Include your target keyword in your ad at least twice, but don’t overdo it! I suggest using it in the first headline and again in the URL paths; use a related term in the description to add emphasis without coming off as spammy.

What’s a Good Quality Score for Low-Intent Keywords? 7

Low-intent keywords aren’t unimportant. In fact, they form the foundation of any great remarketing campaign (and can be used to forge successful Lookalike audiences in Facebook). That being said, most SMBs and overworked agencies simply don’t have the time to push Quality Scores to 10 across the board.

Let’s say you’re running the AdWords account for an online MBA program. This is a ridiculously expensive niche, with stiff competition and CPC’s commonly exceeding $30.

though important to the top of your sales funnel low intent keywords should be optimized after high commercial intent keywords 

That’s why I’m suggesting you set a more realistic target: aim for a Quality Score of 7 on your non-branded, top-of-funnel keywords.

Google’s baseline Quality Score of 6 is faux optimism on their part; it’s almost guaranteed to go down from there as soon as you record a few hundred impressions. Why? Think back to those contributing factors again.

Google cannot determine your CTR if a keyword is brand new. If you’re lumping comparable keywords into a single ad group (instead of using the SKAG I mentioned earlier), you’ll never maximize the landing page experience component outside of load time. That leaves only ad relevance, which can suffer from the same keyword oversaturation that may plague your ability to max out landing page performance.

From a business value standpoint, it simply isn’t worth your time and money to invest in trying to max out Quality Scores for informational or navigational keywords. That being said, you can make strides towards reaching a Quality Score of 7 for your low-intent keywords by crafting irresistible CTAs (like we talked about earlier) and ensuring a well-laid-out account structure.

This means no more than 20 keywords per ad group. They need to be related by some common thread; whether that’s semantic or thematic is your call, but ensuring similarity will allow you to ensure ad and landing page relevance without stretching yourself too thin.

Tips to Improve Quality Score for Low-Intent Keywords

  • Try to implement campaign-level landing pages; this will ensure contextual relevance (allowing you to answer a prospects’ questions) without getting too granular and wasting optimizing for terms that don’t tie back to revenue.
  • Split your keywords into tight, organized ad groups that can be more effectively tied to individual campaigns and landing pages.
  • Outside of using a keyword (or close variant) in your ad copy, focus on improving CTR by testing CTA’s in your first and second headlines.

What’s a Good Quality Score for Competitor Keywords? 3+

Finally, we come to the most challenging subset of keywords (at least in terms of Quality Score): your competitors’ branded terms.

Everything that works in your favor when bidding on your own brand is now reversed; your lack of “relevance,” at least as Google sees it, means you need to bid up if you want to show up. A Quality Score of 3 or better in a competitor campaign means you’re killing it. That’s because your only real weapon—outside of your own brand recognition—is irresistible ad copy.

Let’s dig into an example…

Here’s a SERP for the search query “HubSpot”:

 it's difficult to optimize quality score for competitor keywords but focus on expected ctr with compelling headlines

HubSpot doesn’t have an ad on this page, but they’re the first organic result (remember what I said about all that real estate? Read ‘em and weep). Both competitors with ads served for my search are deploying similar tactics—hammering home difference in cost and a demo offer—with one exception. One is attempting to trick Google’s Quality Score algorithm (and searchers, for that matter) by implanting an alternate spelling of HubSpot. Don’t do this. While it may save you a buck, it may result in ad disapproval or suspension (plus the dishonesty is a bit uncouth).

Instead, focus all your efforts on crafting headlines that can’t be ignored and CTA’s that make your competitors’ offering look obsolete.

Tips to Improve Your Quality Scores for Competitor Keywords

  • Use RLSA to increase bids for searchers who have already visited your website; they’re worth paying a bit more for because their search habits indicate that they’re shopping around.
  • Test your CTAs constantly to find out what maximizes CTR: this is the key to a QS 3 or higher.
  • Say something outlandish in your first headline to draw attention away from the organic search results.

Conclusion

Improving your Quality Scores isn’t a one-time thing: it’s a constant process. For each type of keyword, you should be aiming for the following Quality Scores…

  • Branded: 8+
  • High Intent: 7-9
  • Low Intent: 7
  • Competitor: 3+

While a well-manicured account structure and great copy can go a long way towards establishing success, the nature of expected CTR is such that continuous testing is the key to maintaining enviable Quality Scores across the board.

About the Author

Allen Finn is a content marketing specialist and the reigning fantasy football champion at WordStream. He enjoys couth menswear, dank eats, and the dulcet tones of the Wu-Tang Clan. If you know what's good for you, you'll follow him on LinkedIn and Twitter.

How Long Does It Take Google to Index New Links?

This is a very popular question and people are always trying to find out how long it takes for Google to index links after you build a link. With each new link built within an authority site, you have the potential to boost your rankings within the SERP’s so it’s no wonder people are always trying to push Google to index. However, over the past four months, I’ve been tracking the indexing process of different websites like Web 2.0’s, Link Directories, and general blogs, discovering a cool pattern starting to develop. We’ll be going through some important reasons that change the rate of indexing and what you can do going forward to increase the time it takes for your links to show up under your profile. Here’s what you’ll be learning today:

  • What I learned from researching this question in Google
  • My trial and results
  • How to improve the rate of link indexing

My Research

I went online trying to find an answer to this question and learned something pretty interesting. Google doesn’t pay attention to links that have NOT been around for more than 3 months. I was a bit skeptical about this so I went out and put some case studies together. From my own research, this statement is true that links younger than “3” months won’t add any value and even show up under your profile. However, there are some exceptions to the rule that I’ll be discussing a bit later on. Links younger than “3” months NOT being indexed is something I read in different places so I decided to put together a quick case study, using some of my web 2.0 properties.

The Case Study

I have around 10 different Web 2.0 properties so knew this would be a great way to test indexing. On all 10 of them, I built links and started to track how long it takes for the external link to show up under the other websites’ link profile. I tracked the profile using Ahrefs.com, which is currently the best tool I’ve used for tracking links. However, I put a twist on the case study by dividing up all 10 Web 2.0’s into…

  • 5 only building links without frequent content updating
  • 5 with links and frequent updating

I wanted to know if the Google freshness update plays a significant role in NOT only indexing, but also being able to capture new links both internal and external. My entire testing period will be 3-4 months or until all links were indexed. Here’s something else…

I also built some links pointing to my page from popular link directories. These directories have been around for years and are constantly updated daily with new links. This means they are frequently being bombarded with fresh new link profiles.

The Results

Web 2.0 – Links (content 1/Month)

I was surprised to find that when I built links on Web 2.0 properties and published content once a month, it took EXACTLY 3 ½ months for the links to show up under my link profile. For example, I had published content on a legal property in November 2014 and the external link was indexed in March 2015. I was clearly able to see it within the link profile using Ahrefs.com.

Web 2.0 – Links (content 1/Week)

Here’s something interesting and it proves the freshness update can help your content and links get indexed more quickly. On 5 Web 2.0 properties where I added content 1/week, I was surprised to find my links being updated and showing up in my profile 1 month later. Keep in mind these are fresh new websites with “1” link built to an external source and content added each week.

When building links using “Link Directories”, the results were even more amazing and I believe the success has to do with the reputation of the website. Many of the link directories I use have been around for years and are very large websites constantly updated. Here are the results…

Link Directories – Updated daily

I built links on “3” popular link directories and from my research, I know they are updated with 10-20 new links daily. When I checked after “1” week, the link was indexed and showing under my profile. I was able to see EXACTLY what page it was pointing to and “First Seen” using Ahrefs.com. I attribute the success to their credibility and the fact that they are constantly being updated with new content or links. This triggers Google freshness algorithm, which, in turn, indexed all these pages more quickly.

This trigger applied to my Web 2.0 property in #2 when I was updating content each week compared to once a month.

Wrapping It Up

Here’s what you can learn from the quick lesson:

  • A typical site with a ordinary posting schedule usually does take 3 month for links to show up
  • A frequent posting schedule does improve rate of indexing for page and links
  • A reputable site has a faster indexing process
  • A reputable site with a frequent posting schedule will enhance rate of indexing
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Monday, September 18, 2017

Proof That Anyone Can Make Money Online & Get a Free Car

During the Titanium Mastermind at the Croc’s Resort in Costa Rica, I had the pleasure of meeting 65 year old Allen Dockter and his wife. They were brand new in the business, had zero internet marketing experience, but managed to make $17K online in 3 months by following the training in my 21 Step System.

Allen is living proof that anyone can make money online. He had no marketing background or computer experience. However, he was teachable and more importantly, he acted on what he learned in those 21 steps. He didn’t make excuses. He just did it and he is now reaping the rewards.

That reward includes a brand new truck thanks to the MOBE Motors program. The program allows any MOBE affiliate to drive the car of their dreams for free. My Tesla Model X and Jaguar F Type are free because of the program. Before those two cars, I had Mercedes SL550 for free because of the program.

Can I Really Do This Business?

One of the most common questions I get from people who are thinking about joining MOBE is, “Will all of this work for me?” and “Can I really do this business?” The answer is, regardless of your age, background, where you’re from, or your experience level, you can do this business. You can start your own online business, and be successful at it. Allen, and many others like him, is proof of that.

Attend The IM Freedom Workshop

If you wish to talk to an expert face to face about Internet marketing, then I invite you attend a live IM Freedom Workshop in your area.

Each workshop will have both an afternoon session and an evening session. Find the workshop that’s most convenient to you, and register now. Space is limited. Tickets are given out on a first come, first served basis. You must be pre-registered to attend. There is no on-site registration. Find the closest workshop here.

Apply for My Ultimate Dot Com Lifestyle Coaching Program

If you’re truly ready to move forward and make a positive change in your financial future, then go applying for my Ultimate Dot Com Lifestyle coaching program.

This is a 21 step system I created with MOBE to help you make your first $1,250, $3,300, $5,500, and even $10,000 online. You’ll also be given a one on one coach who will work with you, and answer any questions you may have. All you have to do is follow the system and do what your coach advises. You may not pull down $150K in a month like I did, but it’s pretty easy to make $1,000 a month from it.

The application fee is one time $49, and allows you to go through all 21 steps. I recommend you go through the steps, then decide if this is something you want to do. If it is, great! Welcome aboard. If you decided this is not something you want to do at this time, then get a refund and go on with your life. I can’t make it simpler than that.

Click Here To Download John Chow’s New eBook, The Ultimate Online Profit Model!

8 Advertising Tips for Electricians & Other Tradesmen

For a millennial, full-time digital marketing professional who runs ad campaigns for the tech startup she’s employed for, learning AdWords seems quite feasible.

For an electrician, roofer, locksmith, or contractor, PPC might as well stand for party planning company… Why would people in small service-based trades like these be familiar with pay-per-click advertising? They may not have grown up with the internet, and they certainly did not attend school to become digital advertisers. They more likely attended a trade school to master the jobs they do now. Their priorities are fixing your pipes, repairing your roofs, and ensuring your televisions are installed properly.

This is what makes digital advertising challenging for many tradesmen and blue-collar professionals.

construction workers in the 1930s

Typical lunch break

I recently had the pleasure of speaking with WordStream customer William Rusch, who refers to himself as the “master electrician” of Charleston Electric, a family-run electrician business in Charleston, South Carolina, that’s grown substantially in their last five years in operation. William is actually far too modest because he does much more than practice his craft of electrician; William is the founder of Charleston Electric, and also runs the company’s marketing campaigns, and is responsible for bringing in new clients to keep the business running. This of course includes paid search.

Marketing and Advertising Challenges Faced by Tradesmen

When William and I discussed some of the challenges he’s faced while running online ad campaigns through Google AdWords while also running his electrician business, two in particular stood out…

1) Allocating Your Online Ad Budget Properly

The world of AdWords is not an easy one to navigate. There’s campaigns, ad groups, keywords, match types, negative keywords, ads, extensions, mobile ads, bidding, budgeting, and the list goes on. As an electrician, understanding the strategy to spend money wisely in this crazy world of paid search isn’t easy.

adwords budget breakdown

“The challenge is knowing how to spend your money. It’s not easy to know how to use AdWords,” William said. “As electricians most of us are not marketers. We know how to do our job really well, but when it comes to advertising we are forced to pay someone to do it or do it yourself.” This leads me to the next challenge…

2) Having to Rely on Outside Help

When you’re in a line of work like William, your main focus is fixing the electrical issue at hand rather than advertising and marketing. This often leads to relying on outside help, which can lead to money being thrown down the drain.

“A lot of people I know in similar lines of work have been burned when paying someone else,” William said. “They end up spending thousands of dollars per month and not knowing where their money is going. In the past we’ve used companies to market with and I never felt like we got great results from what we did.”

So, how do you get around these challenges without hiring help? Well, if you’re a blue-collar professional trying to fulfill your long list of jobs while simultaneously getting new clients, you’ve come to the right place.

Follow these eight tips to run more effective online ads and grow your client base and revenue with paid search.

How to Run Effective AdWords Campaigns in Blue-Collar Industries

#1: Structure Your Ad Campaigns by Location

Location can make or break your chances of getting a client in the trades. For instance, if I’m looking for a plumber in Hingham, MA, I’m more likely to go with the one within a 3-mile radius of my location rather then one located in downtown Boston. Often enough the situation may be urgent when it comes to manual labor, so proximity is critical.

This is something that advertisers need to keep top of mind when configuring and structuring their campaigns.

“We use location-specific targeting to structure our campaigns around the three major cities where we operate and towns around them,” says William. “We then generate ads based upon location, and have those ads specific to that location. We also have a very good name that’s specific to the area that we’re in.”

location targeting in adwords

An example of radius-based location targeting in AdWords

Make sure to get specific with your campaign targeting, even drilling down to a specified radius. Then structure your ad groups around keywords that pertain to that location. For example, if you operate in Boston, create a campaign for people who live in Beacon Hill and target that specific radius. Then bid on keywords like “electrician in beacon hill” and “beacon hill electrician near me.”

#2: Cater Your Ads to Targeted Locations

Bouncing off the last tip, it’s important not to forget to add in the location into your ad text. Regardless of whether your targeting and keyword strategy is spot on, if the location isn’t prevalent in the ad copy, then a competitor’s ad with more detail will likely win the click over yours.

Don’t leave any mystery around the location – being clear about this will lead to more actionable outcomes from searchers.

Take the example below. When I searched “roofer near me” these two ads popped up:

online ad tips for small local service professionals

While it’s great that the first one includes information around price, what I’m really interested in is location. I know immediately that the second ad is located in Framingham where I currently am located. It’s not only broadcasted in the ad text, but it’s reinforced in the link as well, and luckily I can also get a free estimate before making a commitment to the roofer in my area.

#3: Encourage and Prioritize Phone Calls

For William, phone calls are essential, since this form of communication is the way that the majority of new and repeat customers contact Charleston Electric.

I imagine this is true for many others in similar lines of work, because when an individual needs someone to visit their home or workplace they want to ensure they’re booking an appointment with a real person. They also likely have a very specific scenario that is much easier to describe over the phone rather than through a form or email.

So how do you prioritize phone calls in PPC? Here are few tactics to mastering this:

  • Set up call extensions
  • Experiment with call-only campaigns
  • Ensure you’re using call tracking so you know where your calls are coming from
  • Broadcast your businesses phone number in your ad text and on your PPC landing pages
  • Make sure your landing pages are mobile responsive
    • Make use of call-specific CTA’s (calls to action)

landing page for blue collar business

William's home page

“We often encourage people to call now or save $25 with a phone call in our ad text,” says William.

#4: Run Competitor Campaigns

Staying ahead of your competition is important in any industry, but it can be especially helpful to have a competitive strategy in place when it comes to blue-collar advertisements. Often searchers will look for a specific electrician company, perhaps one that’s more well-known or was a referral from a neighbor. Here lies the opportunity to appear ahead of that company by bidding on competitor keywords.

“We have lots of competitors so we’ve geared up our competitor campaigns to market against them,” says William. “For different competitors I create campaigns and I target their company name, and make it specific to what they’re doing. Competitors don't seem to be spending as much, so if we spend a bit more we can beat them in the SERPs, generate calls at cheap CPC’s, and gain customers that are actually looking for them.”

#5: Create Authentic and Trustworthy Ad Copy

Ad copy can make or break your chances of getting site traffic or even a direct phone call from your ads. Especially in an industry where customers are typically making close comparisons to your competition nearby, thinking strategically about ad copy becomes even more critical.

This isn’t something you have to tell William twice. When writing his ad copy he decided to use the emotional aspect of the fact that his business is family owned and operated.

build trust with ad copy

“I always like to add ‘family-owned’ company because we are family owned and operated,” said William. “I also talk about the amount of experience we have because these two components provide a sense of trustworthiness.”

Taking a tip from William’s book, I think it’s important to be transparent and honest in your ad copy, and let the best things about your business sell it to your customers.

#6: Let Your Customers Speak for You

In a situation where a contractor or electrician is coming to your home to make a repair, consumers are always cautious about being scammed. We’ve all heard the nightmare stories of someone who pays hundreds or even thousands of dollars to get their chimney fixed when the next week the same problem arises. Yet, the contractor who made the repair has managed to drop off the face of the earth.

This is why customer testimonials are more important then ever.

“Testimonials are very important to us. People want to know what they’re getting into. Luckily, we have almost 80 reviews on our Google page,” says William. “Overall we have a positive reputation and that helps to persuade people that they should give us a shot over someone else who maybe doesn’t have testimonials.”

reviews and testimonials

5-star reviews!

If you’re company is lacking testimonials, don’t be afraid to ask your happy customers for them!

Here are a few ideas for how you can incorporate more customer testimonials into your digital marketing efforts:

  • Configure review extensions in your search ads
  • Encourage customers to review you on multiple platforms (Yelp, Google, Facebook, Angie’s List, etc.)
  • Publish testimonials on your AdWords landing pages
  • Create a dedicated area of your website to highlight customer testimonials
  • Invest in video testimonials for your homepage

#7: Open Your Wallet

Don’t roll your eyes just yet! Often enough, business owners hold their wallets far too tight to their lockbox. But when it comes to paid search, the word “paid” is in the title for a reason.

If you want to get a high return you need to be willing to invest. Yes, it’s important to know what you’re doing before dumping your money into a bunch of poorly structured campaigns running on highly competitive broad match keywords. But once you’ve nailed down a solid strategy, put a reasonable amount of money towards your PPC campaigns to ensure you’re being competitive enough to appear in the top spots.

“If you are in a service-based business, advertising is extremely important. If you do not advertise you’re not going to bring in new customers on a daily basis,” says William. “You’ll get referrals, but to generate new business you need to advertise to grow. While it may be scary to spend $1,000/month, if you want to grow and get new business there’s only one way to do this and that is to spend money.”

In my opinion, William has the perfect attitude. “I spend a lot of time focusing on our marketing, and I’ve made a goal to maximize advertising dollars. I’m always willing to try new things, and spend the money to try it.”

Follow William’s advice and invest in market research! It could substantially pay off in the end.

#8: Always Be Identifying Negative Keywords

If you’re wary about wasting money, then you should be proactive about identifying negative keywords. Negative keywords – the searches that you DON’T want your ads to appear for – will ensure that your ads don’t show up for irrelevant searches.

They are especially important when bidding on broad or phrase match keywords, and unnecessary to configure for exact match keywords since ads will only appear if the exact term is matched with the keyword search. For more on negative keywords check out this resource.

William found that adding negative keyword research to his PPC workflow not only saved him huge amounts of money, but it also improved his AdWords ROI.

negative keywords

Big-budget advertisers know how important negative keywords are for ROI

“I found negative keywords like ‘electrician shoes,’ ‘electrician gloves,’ ‘electrician knives,’ and ‘electrician tools.’ Since we do repairs and installations, every time we get a click for something like that it just wastes money,” he says. “For us it was thousands and thousands dollars per year we were wasting. It’s one thing to spend money and get relevant clicks, but another to spend money and get unqualified traffic.”

After realizing how much money William was wasting he decided to streamline his process, and began using QueryStream, a WordStream Advisor tool that shows the exact keywords individuals are typing into Google to find his ads.

querystream

Those “Milwaukee” and “Wisconsin” search terms probably aren’t converting well

“QueryStream is the most helpful tool. I simply go on there every night, go through each campaign and go through the clicks we’re getting,” he says. “Then I go through and add in negatives throughout the whole campaign or even our whole AdWords account. It makes it so simple to do, and it’s so much easier than trying to do it through AdWords. Before we were wasting our budget. WordStream has allowed us to streamline our account, and really make our advertising budget work for us.”

While yes, managing online advertising can be quite difficult for people in this line of work since their main responsibilities lie elsewhere, the investment can significantly grow your business.

If you’re currently advertising on Google and curious as to how you’re doing, try our AdWords Grader for a free report!

About the Author:

Margot is a Content Marketing Specialist at WordStream and nutrition graduate student at Framingham State. She loves all things digital, learning about nutrition, running, traveling, and cooking. Follow her on:

Twitter: @margotshealthub

Instagram: @margotshealthhub   

Blog: http://www.margotshealthhub.com/

Not All Views Are Made (and Valued) Alike

With so many different platforms and so many different marketing channels to consider on the Internet, it can quickly become a very dizzying and overwhelming experience. This is especially true if you start to wear yourself too thin and try to be hugely successful on every social network and every possible way to reach your audience.

It’s far more effective if you are absolutely stellar on Instagram, as a hypothetical example, than if you are merely mediocre on Periscope, YouTube, Twitter, and Facebook. It just becomes a part of your brand. That being said, no one can blame you when you want to experiment on a number of platforms and it does pay to have a presence in multiple parts of the web.

Beyond the Numbers Game

That being said, one of the first things you need to learn and recognize is that having a view on one channel is not going to hold exactly the same value as having a view on another channel. They’re not made alike and should not be valued as such.

A prime example of this is the concept of Facebook reach. You might think it’s great to see that your Facebook post is reaching hundreds or thousands of people, but the truth is that if your post appears anywhere in their feed, that counts toward the “reach” total. As you imagine, a lot of people scroll through their feeds without reading every post and, as such, they could very easily miss what you have to say or promote.

Video Killed the Radio Star?

By extension, you may also get an extra spring in your step when you see the number of views that your Facebook video is getting, but those “views” work in exactly the same fashion as Facebook reach. One “view” might not be a real “view” in this sense.

Compare that to when you get an equivalent view on exactly the same video, except this time posted on YouTube. The difference here is that the person had to actively click on something in order to start watching your video, so it’s much more likely to be a “true” view in this sense. They may or may not have watched the video all the way through — check your YouTube analytics for views vs. minutes watched — but they definitely did watch something.

The Live Experience

Another big thing that seems only to be getting bigger is live video. This is a great, authentic way to connect with your audience in an entirely different kind of way. And again, the notion of “views” here is going to vary considerably. A view of your Facebook Live video is probably worth more than a view of your regular Facebook video. And how the number of viewers you get on Instagram vs. Periscope may not be the same either.

It’s hard to say at this point if one platform is necessarily more valuable than the other, but it’s clear enough that the demographics and audience aren’t the same.

Open Rates and an Engaged Audience

We’ve been talking about “views” in the context of social media and online video, but the same paradigm can be extended to all of your Internet marketing and content marketing efforts. Does having someone see your article on Medium or Huffington Post provide the same value to you as if they read the article on your own website? Does getting a page view and new visitor on your blog have the same value as having someone receive and open one of your email newsletters?

Again, it’s hard to say. But these are the questions you need to ask yourself as you figure out how you want to distribute your resources — both time and money — with what you want to accomplish online. These stats do not align on a 1:1 basis. Sometimes, a smaller number of highly engaged Instagram followers is far more valuable than having a much larger number of passive followers on Twitter.

How To Make 6-Figure Monthly Online Income! Download John Chow’s New eBook!

Sunday, September 17, 2017

Cool Ways to Integrate Social Media on your Website

Social media has always been a great way to build engagement, quickly attracting relevant people to your blog. However, to truly succeed online, you have to know the different ways you can install or integrate social media into your blogging strategy. To do this at one point would be impossible, requiring enormous code, but with companies coming out with simple tools to streamline implementation, it’s easier. For those of you starting a blog, looking for creative ways to implement social media into your blogging, follow these simple to use strategies. Each one has been proven to work well through enormous testing and tweaking. Once implemented, you simply have to test what works better than others then optimize until you reach high impact results.

Here are some cool ways to get started with social media and web integration.

Social Follow Buttons

One of the best ways to integrate social sharing to your website is by utilizing social share buttons. Approximately 80% of users are building blogs using WordPress so this makes it easier to integrate social sharing by installing plug-ins. Next, you have a wide range of choice so make sure you pick one that is very easy to customize and provides statistics. Next, test different places to add social share buttons and from my experience, I recommend the following places:

  • Above Content
  • Below Content

This way, those who know you provide substance and are loyal will share before reading while having a chance after reading your content for optimal performance.

Social Login

Many product and service websites have been using social login to help build engagement. This doesn’t mean it can’t be used by niche bloggers, but it’s important you implement it the right way. If you require people to sign up to leave comment, download material, or for a FREE trial, then use social login integration to build momentum. When people login, they’re essentially registering for your website, opting into your email and product, but they’ll post an update on their wall at the same time. With them leaving a post on their wall, you have just increased the chances of other relevant people finding out about your brand. Imagine this…

Someone uses social login and post an update to 50,000+ followers on Facebook. This can be enormous engagement through a simple login. You can integrate social login with a plug-in offered in the WordPress backend.

Instagram Embed

I’m sure many people know Instagram is growing at an unprecedented rate each year so it’s important to capture new followers when you can. This is why I recommend using the Instagram embedded feature to add photos to your blog. On the bottom right corner of the picture, you’ll be able to retrieve an embed code to easily add the photo to a page. When people visit your blog, they’ll see the image and will be able to click through to your Instagram account, opting to follow you right away. Instagram is a great way to capture relevant people and post updates to them through engaging photos.

Simple “Like” Box

The Facebook “Like” box works wonders when you’re starting off in the industry. Instead of it being a simple way to promote your blog, you’re also adding credibility at the same time. Many people don’t realize how important it is to have someone “Like” your website and follow you. By including this feature into your website, you are allowing all visitors like credible sources, other authority bloggers, friends, and others to follow your website. When others see this, they’ll want to join your group because they believe you’ll provide valuable information. I mean, why else would so many people “Like” your page…right?

If you have a Facebook account, then it’s very easy to implement this strategy. Simply head over to Facebook Developers and setup an application account so you can retrieve the right code. Once you have the code, you can paste it directly onto your page or install a WordPress plugin to automatically set it up on your website.

How To Make 6-Figure Monthly Online Income! Download John Chow’s New eBook!

Saturday, September 16, 2017

NTONPower Multi-Function Auto Jump Starter Review

The NTONPower JS18 is a multi-function USB battery that can charge your smartphone, tablet, laptop, and jump start your car!

The 18000mAh large battery capacity can jump start your vehicle (up to 8.0L gas or 6.0L diesel engine), motorcycle up to 40 times with 800 amps peak current and heavy duty clamps and cables. The unit is compact enough to store in your glove box.

The JS18 is great for outdoor adventures or emergency with SOS regular quick flashing light. The steady light is for daily illumination and the regular flickering indicator mode is for warning at night when your car is in trouble or any incidents happened on the road.

Distinguishes from other jump starters that have plastic or rubber cases, the JS28 has a cool and fashionable metal case that has much better heat dissipation. There is an LCD screen that shows the remaining power. The design had been awarded the iF – ‘International Design Award’ on 2017.

Available now at Amazon for $99.99 with free one day delivery for Prime customers.

How To Make 6-Figure Monthly Online Income! Download John Chow’s New eBook!