Tag Archives: PPC

Vol. 59: Eminent SEO’s 7th Anniversary; Google Penguin 4.0 Rolls Out, Makes Minimal Impact

Eminent SEO 7th Anniversary - Google Penguin 4.0 NewsletterEminent SEO News: It’s Our 7th Anniversary

Go shorty, it’s our birthday …

Eminent SEO was formed in October 2009 as a three-person team, but we have consistently grown since then and we are celebrating seven years in business this month! In the past year, we stretched our legs and moved into a bigger office in Mesa, Arizona, and we’ve added key new members to our team as well as a diverse lineup of new clients.

Thank you to all of our followers, clients and partners for helping us grow over the past seven years! Here’s to many more years of serving you!

More Eminent SEO News: We’ve Added a New Help Desk Feature

Already a client of Eminent SEO? Now you can reach us any time you want with our new online help desk feature!

Now, instead of trying to track down individual tasks or figure out which person in our office to email, you can just send us your questions or requests through this new online portal that branches off our website. In most cases, we will respond to your submission within one business day.

Click on the screenshot below if you’d like to be taken to our help desk right now:

Eminent SEO Helpdesk Submit Request Screenshot

What’s New in SEO: Google Penguin 4.0 Is Here

According to many reports, the Google Penguin 4.0 update began rolling out on Sept. 23. According to Search Engine Roundtable, not many websites saw a huge difference in their search rankings that first weekend. In fact, nearly 600 people responded to a poll on Search Engine Roundtable and 73 percent of them said they saw no changes in rankings around the time the Penguin 4.0 rollout began.

According to Search Engine Land, these are the attributes of the Google Penguin 4.0 update:

  • The Penguin filter is now supposed to run in real time with the Google search algorithm, rather than updating and taking effect periodically.
  • Penguin now is more page-focused instead of site-focused. So now, if you have a page that is flagged for having too many poor or spammy backlinks, it shouldn’t pull your entire website down in the search rankings.
  • Since Penguin is now supposed to run in real time, you won’t see a Penguin 5.0, 6.0, etc. Google won’t have to confirm future Penguin updates from here on out. Penguin will just run consistently now.
  • Penguin 4.0 is potentially still rolling out. Each major update like this is usually a multi-day process. Just don’t expect Google to confirm when the rollout is complete: SEO reporters usually have to pull teeth to find out answers such as that.

Google Says ‘I Release You’ to Websites with a Penguin Penalty

Search Engine Land also reported Google started releasing websites with a Penguin 3.0 penalty the week after Penguin 4.0 began rolling out.

Google authority Gary Illyes made it sound as if Google would remove the penalties in a matter of days:

Penguin 3.0 rolled out in October 2014. That means some websites have waited nearly two years for their Penguin penalty to be removed.

As a reminder, the Penguin filter targets websites that have received a high volume of unnatural, low-quality and/or spammy backlinks. In the past, SEO specialists would try to boost the search rankings of a website by focusing on the sheer volume of backlinks it boasted. Now, thanks to Penguin, the name of the game is high-quality backlinks.

If you need some tips on how to review your backlink profile and adjust your site so it doesn’t get hit by Penguin, read this post we wrote back in January after many SEOs speculated that Penguin 4.0 was underway (which, as you can now see, was not the case).

September Social Media Roundup

If you missed our social posts in September, get caught up here. We were particularly active on Instagram last month, sharing motivational business quotes and eye-catching photos. If you haven’t followed us yet on Instagram, check out our profile. For the best of all of our September social media shares, see below.

A photo posted by Eminent SEO (@eminentseo) on

A photo posted by Eminent SEO (@eminentseo) on

September Blog Roundup

In September, our blog was highly focused on SEO topics, such as keyword research and organic search results. Google frequently updates and changes its search engine algorithm, so it’s important to stay up on best SEO practices if you want your website to rank well. You can head over to our whole blog by clicking here, or you can see an overview of our September posts by reading below.

Your Guide to Keyword Research in 2016 Going into the New Year

Google’s search algorithm is much smarter about keyword usage than it used to be. You no longer have to keyword stuff a page and use the exact phrase verbatim every time. Modern keyword research is all about who is searching these terms and what their intentions are once a search engine delivers their results. Here’s how to approach keyword research heading into 2017.

It’s Indisputable: Organic Search Results Are Better than Paid Spots

Did you know that organic search results deliver better, more consistent results than paid online ads, social media, email, etc.? Therefore, it’s a must that you use your website to try to aim for some page 1 results on Google and other search engines. Here’s how to approach and develop your team’s organic search results strategy.

How to Survive in the Current Organic Search Results Landscape

This post builds on the previous entry in giving you advice on how to compete in the organic search rankings world. Additionally, we particularly focused on how to shoot for high rankings in the face of all of the changes Google has made to the layout of its search engine results pages in the past year. So, enhance your organic search strategy by reading here.

Featured Service: Pay Per Click Management

Although we’re adamant about the power of high organic search rankings, as you just read, the reality is it can take a long time to achieve them. In the interim, it helps to try your hand at pay per click advertising as a way to draw users to your website.

Pay per click (PPC) is a short-term strategy that can hold you over until you start seeing your website’s organic search rankings rising. If you do decide to dip your toes into this form of online marketing, you need to be strategic about which keywords you target, lest you can blow through your marketing budget. It also helps to run several individual PPC campaigns, targeting a few different keywords that are relevant to the offer you’re promoting.
Google AdWords Instant Traffic PPC - Eminent SEO
If you enlist Eminent SEO to manage your pay per click advertising, we can set you up with several different campaigns, not only targeting multiple keywords, but on different channels as well, such as Google AdWords and Bing Ads. Once your campaigns are up and running, Eminent SEO can deeply analyze which ones are returning a high ROI and which ones we either need to address or abandon.

If there is a particular campaign that is paying dividends, we usually recommend pulling money from a struggling campaign and redirecting it toward “the winner.” And once we see your organic search rankings rising to prominence, that’s the time when we can draw down your PPC advertising and redirect more budget toward your organic search marketing and other areas.

Click to learn more about our Pay Per Click Management Services, or call us today at 800.871.4130 to get help on running strategic, ROI-driven PPC campaigns.

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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It’s Indisputable: Organic Search Results Are Better than Paid Spots

Organic Search Results Are Better Than Paid Ads - Eminent SEO

“It’s hard to remember the world before the internet.”

If you say that now, wait until five years from now when you might look back on content marketing and forget what it was like before search engine optimization became the standard.

Web marketers have watched strategies adjust over the years to include paid advertising, social media marketing and several other new tools and tactics as part of their repertoire. However, research shows that organic search still holds a vital place within a savvy content marketing strategy, and is even more effective than paying for ads that show up at the top of the search returns.

Don’t believe us? Keep reading to find out why.

Numbers Speak Loudest

Organic search still proves to be the best channel to drive traffic to your site. According to BrightEdge, organic search still accounts for 51 percent of all visitors for both B2B and B2C businesses. In fact, organic search alone commands more impact than all other non-organic traffic generators combined, including:

  • Paid search
  • Social media
  • Display ads
  • Email
  • Referral traffic

However, the team at BrightEdge found that organic search combined with paid advertising yields the best results, as opposed to either channel on its own. In the retail, technology and hospitality industries, for example, “organic and paid search combined make up over two-thirds of their total revenue.” We may see a change to these figures but, for now, organic search is still the anchor.

It’s Not the Tool that Matters, but Who Wields It

Facebook Now Drives More Traffic To News Websites Than Google - Eminent SEOSocial media has become an invaluable tool to any business wishing to grow its online presence. There has been such a powerful shift in media and publishing that Fortune magazine reported in 2015 that Facebook now drives more traffic to news outlets than Google does, accounting for 43 percent of traffic, compared to Google’s 38 percent.

Given the value of such an effective traffic generator, it is foolish to eliminate social media from your content marketing campaign. But first, consider the pitfalls of the social platforms.

When you rely on Facebook, Twitter, Instagram, etc. as your primary source of advertising, you are at the whims of the social media platform. Even though these sites drive traffic pretty impressively, they can change their rules at any time. For example, what if Facebook decides to adjust their timeline-viewing algorithm (again)? How can you assure that your content will be seen?

What if Twitter changes its advertising layout? Will your content be as accessible as it was when you first paid for your campaign?

These questions may seem like small matters to consider, but they will remain relevant as long as social media platforms strive to maximize their user experience. Remember that Facebook referral traffic only bests Google when it comes to news websites. This does not hold true for the websites of your average B2B or B2C companies.

Came for the Bread; Stayed for the Meat

The first goal of advertising is to get people to notice your product. The second goal of advertising is to get people to love your product.

Social media and paid ads do an effective job of driving traffic, but research shows that they don’t produce a “sticky” experience. In other words, people often come to your site once, and then they leave.

According to Kristine Schachinger, a marketing CEO and an author for Search Engine Watch, “If you want to sell something or gain brand awareness, social is an excellent channel. If you want people to find your store and remember you, organic is the way to go.”

Think about it: When an article or ad pops up on your news feed, you’re likely to click on it, then leave the site. Whereas with organic search, when you type in your search keywords and find a site matching your search query, you’re more likely to explore the rest of the site and remember its content.

With organic search, people start off looking a topic or product relevant to you, and their keyword search brings them to you. And if they have a great experience on your site, not only are they more likely to click around, they’re more likely to come back.

You Only Get What You Pay For, not a Penny More

Blend Of Organic And Paid Search Results - Eminent SEOWhat happens when the money runs out in paid advertising? You have to consider the following factors when choosing your content marketing campaign:

  • What to spend
  • How much to spend
  • Where to spend it

There are two basic paid channel pricing models: CPM and Pay Per Click. With CPM (cost per thousand clicks), a business is paying for the number of impressions on their ad – aka the number of times their ad gets seen. This is an effective way to allocate budget because it allows you to focus on a base price, but it doesn’t guarantee ROI.

With pay per click, businesses are charged every time an ad is clicked on. While this is a great way to measure traffic, it also doesn’t guarantee ROI, and has the added risk of overextending your finances if the number of clicks exceeds your marketing budget allocation.

Eliminating either channel of advertising result can result in a steep drop in traffic to your site, so it’s extremely important to not rely too heavily on paid advertising. Organic search allows you to capitalize on both impressions and clicks. Thus, remember to aim for strong organic rankings in addition to any search ads you might already be paying for.

Stay Flexible

With organic search, you get the added bonus of flexibility. While it isn’t a good idea to have long breaks in organic search investment, you can decrease the amount of investment you have in your campaign according to the changes in seasons.

Maybe you’re an online flower distributor, and you want to increase your paid advertising around Valentine’s Day and Mother’s Day to promote discounts on flowers. Organic search allows you the added bonus of continuing your keyword-targeting strategy while also redistributing some of your marketing budget toward paid seasonal advertising.

Remember: Organic Search Results Are Better than Paid Entries

We can’t speak for the food and diet market, but when it comes to content marketing, organic isn’t just a trend: It’s a staple. A web marketing campaign that doesn’t capitalize on organic search is missing out on a foundational strategy that has proven to be effective, regardless of all of the recent changes in SEO.

Don’t forget to also take advantage of paid and social media advertising, but if faced with a choice between the three, organic will win out every time.

Need help with aiming for organic spots? Or could you use some overall consultation on your digital marketing strategy and where to best allocate resources? Start by learning about Eminent SEO’s Website Marketing services, and then give us a call at 800.871.4130 when you’re ready to hear more!

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Vol. 52: Eminent SEO Customer Update, Two Big Changes to Google SERPs

Superman Max - Eminent SEO

Eminent SEO News: Important Customer Update

Ever since 2016 started, we at Eminent SEO have been reviewing all of our products, services, processes and report deliverables to see where we can make upgrades. There were many significant changes in the SEO and digital marketing industries in 2015 (mostly thanks to Google), and 2016 will certainly bring many more.

In light of that, one of the bigger changes we’ve made recently is redeveloping our shared client strategy and fulfillment documents. If you are a client of Eminent SEO, please feel free to open up the live Google document where we report on everything we’ve done on your behalf. If your new report is still “under construction,” don’t worry: Your old reports are still accessible and your new one will be created shortly. The next time we get on a call with you to review your report, we’ll go over all of these changes and discuss how you can contribute to the document.

For all current Eminent SEO customers, please look for a version of this update in your email inbox, as well as other updates from us in the near future.

What’s New in SEO: Google SERPs Upgrades

In February, two significant changes to the Google SERPs (search engine results pages) went in effect, one for mobile and one for desktop search.

No More Sidebar PPC Ads on Google

First, Google suddenly said bye-bye to all of sidebar pay-per-click ads on the first page of search results via desktop.

In all likelihood, as an average web surfer, you probably glossed over these every time you used a desktop or laptop to search Google, but here is what these sidebar ads looked like (in a screenshot taken last August):

Screenshot - Google Phoenix AC Search

That was a search for a “Phoenix AC company,” which elicited three PPC ads above the local pack and organic results, as well as eight PPC ads on the right sidebar (which was maximum a page would show at that time).

Now, if we search for the same term, here is what we get:

Phoenix AC Company Google Search - ESEO

That’s right: four PPC ads now at the top and no paid spots on the right side. Even on a 23-inch monitor, the entire local pack isn’t visible above the fold. That means just six spots are immediately viewable to us before scrolling down.

There are still 10 organic results below the local pack for this particular search, and there are even three more PPC ads below that.

SEO experts are predicting that the PPC competition will become even more cutthroat with only four prime spots available above the fold. Google is apparently only going to show four PPC ads at the top for “highly commercial” search terms, so you should see fewer in some instances.

This change has apparently been a long time in the making. For more background and details on Google’s decision to drop “right rail” ads, see this Search Engine Land FAQ write-up on the topic.

Google Launches AMPs (Accelerated Mobile Pages)

Just a couple of days after the PPC shakeup, Google debuted another game-changer: accelerated mobile pages (AMPs). This move had been in the works for several months.

At this time, AMPs mostly concern online news organizations. To see what the AMPs look like, you basically just have to use your mobile device to search for any item that’s been in the news lately. What Google will return to you is a horizontal “carousel” of news articles related to your search query near the top of the first page of results.

Ghostbusters Google Mobile Search - ESEO

Each item in the carousel is marked with the letters “AMP” and a lightning bolt icon in the bottom of the box. Basically, these pages are supposed to load ultra-quickly, being that they are stripped down versions of their desktop equivalents.

If you’re not in the news business, you’re probably not going to be too affected by AMPs right now. However, you might be able to use your company’s blog to add your expertise or insight to a topic in the news, and then an AMP version of that blog post might be able to compete with media organizations when users search Google for that subject. Keep in mind that creating AMPs has nothing to do with ranking your website higher in search right now.

While an AMP plugin for WordPress has already emerged, getting your site to show up in the AMP carousel will involve a little bit of coding as well as maintaining two versions of the very same page/article. If you’re ready to learn more about AMPs and giving your website that functionality, read this thorough Search Engine Land tutorial. Note that you have to have a fair amount of programming skills in order to understand this write-up and put it into practice.

February Social Media Roundup

Did you make use of the extra day you had in February, aka Leap Day? Yes, there was an additional day, but it was still a short month, and it came and went in a flash for us here at the Eminent SEO office. Check out the best of our February social media shares below.
Smartphone Search Conversion Rates 15 Times Higher - ESEO
Be My Valentine Coffee - ESEO
Valentines Day Hugs - Eminent SEO

You Got This Boss - Eminent SEO

TGIF The Grind Includes Friday - ESEOWhatever It Takes Motivational - Eminent SEO

February Marketing Blog Roundup

Our blog started out February with a thorough post on website security, and then we focused on mobile marketing issues in a pair of posts. If you missed our February blog posts, see an overview of each below and get caught up. As always, we invite you to visit our blog page and click on “Subscribe” so you don’t miss any future posts.

What is an SSL Certificate and Why Should Your Website Make the Upgrade?

In this post on website security, learn about what an SSL certificate is, if they’re all the same, and the value one provides for your customers and website visitors. Once you’re convinced to make the upgrade, the post will tell you about a few different channels you can explore to obtain an SSL certificate.

To App or Not to App: Should You Put More Resources into a Mobile Site or Mobile App?

Every business seems to be trying to get into the mobile app marketplace nowadays, right? That’s not only untrue, but there are concrete reasons why many businesses should refrain. In this enlightening blog post, learn more about the current mobile app landscape and where you should consider investing your marketing dollars this year as an alternative.

Like It or Not, Vertical Video is Here to Stay: How Marketers, Brands Can Adjust

Is shooting a video with your smartphone held vertically sheer laziness, or is it actually a viable format for sending and watching video? In this post, learn about why vertical video does and does not suck, plus why the format is becoming more accepted. Also, you’ll get a few ideas on how to leverage vertical video to drive engagement for and awareness of your brand.

Featured Service: Website Hosting

Speaking of SSL certificates, have you given much thought to how your website is hosted and how a poor setup can hurt a site’s SEO?

Your website will reap many benefits when you go through Eminent SEO for where and how it’s hosted. We start by finding you a U.S.-based server, one that elicits quick loading times for whenever a user pulls up your site on a desktop computer or mobile phone. We also establish a dedicated IP address for your site, and if you own multiple sites you’d like to have us host, we can set each one up with a dedicated IP. Having a dedicated IP address makes it a little easier to obtain an SSL certificate, which, by the way, we can take charge of for your website.

A U.S.-based server, a dedicated IP address and an SSL certificate make up the right foundation to help your website succeed, especially on the search engines. Our process also allows your site to have unlimited bandwidth, even for larger sites, meaning if you see a dramatic uptick in visitors on any given day, your site won’t crash or get bogged down by the newfound traffic.

6 Billion Google Searches Each Day - Eminent SEO

With Eminent SEO as your website’s host, you also get round-the-clock technical support for anytime an issue arises with your site or you have a pressing question. To learn more, visit our Website Hosting Services page, or call 800.871.4130 today.

Until next time, see ya online!

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Dedicated Landing Page Optimization Fails that Make You Lose Conversions

Dedicated Landing Page Optimization Fails - Eminent SEOWhat is a Landing Page?

A landing page is an asset you present online to drive users to take a particular action. Dedicated landing pages are often separate from a website’s normal navigation – although they don’t have to be – and sometimes bear only slight resemblance to the layout of the parent website.

Other traits of landing pages include:

  • They can be used for a pay-per-click campaign, but also have the ability to show up in the organic search results.
  • They’re intended for users to land exactly on that spot from a search engine or online ad with a specific goal in mind for the user. Sometimes they may be invisible from the website’s navigation if the page is intended to promote a specific campaign or product, such as an eBook.
  • They generally conclude with a specific call to action (CTA), such as to make a phone call, fill out a form or buy a product. Sometimes, though, the goal is as innocuous as getting the user to sign up for on an email list.
  • Sometimes their goal is to lead users to another page, such as the next step in a sales funnel. These are called click-through landing pages.
  • If dedicated, they will often limit the other pages you can go on a site, if they let you click anywhere else at all. Some dedicated pages will just let you click to go to the homepage, if you don’t want to click on the call to action.

Landing pages can be optimized over time, but they are pretty much supposed to be airtight when they go live and are ready to accept web traffic. Even so, marketers occasionally leave a lot to be desired when it comes to landing page optimization. Hopefully, they’ve at least done keyword research and incorporated that term on the page before publishing it. However, a number of other issues can still arise when presenting a landing page that’s supposed to be a boon for a business.

Watch out for These Landing Page Optimization Mistakes

Whatever the objective, a landing page is supposed to provide a boost to your business in some shape or form. You’re not just doing it for fun.

So if you’re not putting a landing page together for fun, don’t shoot yourself in the foot by making one (or all) of the following landing page mistakes.

Unclear Path to CTA

If your call to action is in a poor spot or the reader finishes the copy and asks, “What am I supposed to do next,” then there’s a problem with your CTA and the build-up to it. As you’re writing the landing page, try to explain how your service or product will make the consumer’s life different, and basically why they need it. Have your text lead right in to the CTA, helping the user make a logical leap from reading to taking action.

Too Many CTAs

One may be the loneliest number, but it’s the only right answer when it comes to how many CTAs to have on a landing page. Don’t ask the user to either fill out a form or make a call. Pick one! If it’s a dedicated landing page, don’t ask visitors to follow your social media profiles in addition to whatever your final CTA is. Take away all the distractions and detours and focus on funneling visitors right to that ultimate call to action.

Copywriting Issues

You may think the user is mostly going to pay attention to the images, headlines and interactive elements you have on the page, but success will largely be determined by the quality of writing. Therefore, don’t commit the following five infractions related to copywriting.

• Writing for Too Many Audiences

Your landing page can’t be all things to all people. Don’t bring up a lot of, “Well, if you’re like this … But if you’re this type of person …” scenarios. Focus on one kind of consumer that you think will be likely to deliver your desired outcome, and then tailor the page to that buyer persona.

• Vague Copy

Making an emotional appeal without providing substance is going to hurt your chances of earning conversions. Get into specifics, use data and answer all the most-pressing questions in the reader’s head about the product or service you’re promoting. Dancing around specifics will drop trust with your audience, and conversions will then be hard to come by.

• Jargon-Heavy Language

Don’t write to consumers the way you would talk to other professionals in your industry. Using too many business clichés, technical terms and too much industry-related jargon will leave users scratching their heads, if not quickly bouncing off the page. Remember who your ideal consumer is, and break your product or service down to a way they can understand it, without all the platitudes and esoteric language.

• Important Info Obscured

Don’t bury the lead! Also, don’t bury important information in the middle of a large paragraph. Use call-out boxes, charts, graphic illustrations – whatever you need to make your most important info stand out. If it’s a stat or another piece of information that’s going to be vital to making a conversion, make sure it’s front and center.

A corollary to that technique is to break up long paragraphs and don’t write more than you need to. Many readers can tell when you’re rambling on, and most won’t stick with you from the beginning to the end of a long paragraph. Online users have become notorious for skimming the copy of a page. Writing for the web generally entails two- to four-sentence paragraphs, along with frequent usage of bullet points, images and headers.

Technical Difficulties

Does the landing page load too slowly and is it not mobile-friendly? That’s two strikes right there in the eyes of most users. If either or both issues apply to your page, it’s time to contact your web developer, or you may have to hire some outside help. To check the loading speed of your landing page, use this tool. To check if your page is responsive to mobile devices and to see what it looks like at different dimensions, try this tool.

URL Fails

We’ve taken over websites for clients and found old dedicated landing pages in their crawl reports that have “ppc” at the end of their URLs.

Simpsons Homer Doh - Eminent SEO

Yeah, don’t do that! Be sure the page’s URL is optimized, siloed correctly in the navigation (if not dedicated) and that it features the correct naming convention of the page before publishing. Also, make sure that the address is not too long, such as featuring every single word of the headline. Only use the most important individual words of the page’s header within the URL, and don’t over-optimize.

Outside Help is Available if You’re in a Bind

If you’re in over your head when creating a landing page or you’re not sure if an existing campaign is getting results, you have the option of turning it over to an expert marketing team. Eminent SEO builds custom landing pages and closely tracks results for dozens of businesses across various industries. We can help you with writing the page persuasively and finding premium imagery to supplement, as well as helping you shore up the more technical elements of your website. Hand the task over to us, all you have to do is wait for the qualified leads to come through.

To get started with creating or improving a landing page for your business, see our Landing Page Optimization Services page or call Eminent SEO today at 1-800-871-4130.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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What Is Zombie Website Traffic and How Do I Mitigate It?

What Is Zombie Website Traffic - Eminent SEO

If you’re looking over your website analytics and you notice a peculiar uptick in visitors and/or a significant drop in your conversion rate, there’s a good chance you are experiencing zombie traffic.

It’s been known by a few different names over the years, but webmasters seem to be settling on the term “zombie traffic,” and it’s become increasingly noticeable in the last year or two. Zombie traffic is little more than a tease, since you’ll see a higher number of visits, yet no increase in conversions or engagement.

Your website may be the victim of zombie traffic, and the bad news is there’s no way to weed it out entirely. The good news you have options to keep such non-converting traffic to a minimum, and we’ll tell you how in this post. Before we get into that, let’s see more about what zombie website traffic is and how to identify it.

Characteristics of Zombie Website Traffic

Zombie traffic seems to come and go seasonally, but some websites go through stages where this type of traffic seems to recur every other day, although the incidents are unpredictable.

Zombie visitors are believed to be real people who just sit on your site (sometimes for quite a while) but don’t really interact with the content. They might make their way to a separate page or two, but they never click on one of your money-making items, and, thus, your conversions stay idle. Much of this traffic will come from places far beyond your country’s borders, in areas where you probably don’t even do business.

Sometimes zombie traffic won’t even cause a spike in your usual visitor levels. Your traffic could be stable throughout, but if you notice a period of time where your conversions inexplicably drop off, that could mean zombies were there.

Zombie Traffic’s Effect on Pay-Per-Click (PPC) and Organic

Webmasters have noticed that zombie traffic doesn’t discriminate: It effects both organic and paid results. So, whether the traffic on your site came from the normal search results or through a PPC ad you’ve placed, both are viable avenues for zombie users.

Where is the increase in zombie traffic coming from? It’s not entirely clear, but if it primarily attacked PPC ads, then that would support one of the theories of what’s causing zombie traffic.

Zombie Traffic Theories

Many webmasters are blaming Google when it comes to recent spikes in zombie traffic. Some think it’s as simple as Google testing algorithmic changes on a number of websites. Others think that Google’s intentions aren’t so innocuous – if the tech giant even has a hand in it at all.

  • Some believe that Google is trying to keep your traffic steady while paying little mind to helping you boost conversions. This low-quality traffic might appease those who are only taking a quick glance at their visitor levels while overlooking their conversion metrics. If you use Google AdWords to produce PPC ads on the search engine, then it makes sense that Google would have a vested interest in keeping your business happy with its website traffic volume. This is, however, just one of the theories floating around.
  • Another theory takes the above scenario even further, claiming that Google is keeping its customers’ traffic levels steady (no matter how unqualified that traffic may be at times) in order to encourage them to keep their PPC campaigns running. If a business does not have a Google AdWords account, an increase in zombie traffic might push them to open up an account for paid ads, which presumably would bring better-qualified traffic to their site, all playing into Google’s favor.
  • A less inflammatory theory out there places Google as more of a bystander in the zombie traffic phenomenon. If websites, especially ecommerce ones, are seeing distinct periods of high conversions and no conversions, then they may toggling between different Google “buckets.” What this means is sometimes Google sees the website as informational, and other times the search engine considers the site to be transactional. If your website is one way or the other, then it makes sense why you would see a drop in conversions when the site is receiving the wrong kind of traffic.
  • Another popular hypothesis on webmaster forums has nothing to do with Google at all. Perhaps some well-disguised bots (aka not people) are invading different websites, or maybe hundreds of people in a foreign country are behind this, running endless searches from false IP addresses. Whatever the case, these zombie visitors come off as real people when they’re infiltrating a website. However, the way they behave on a certain site is not consistent with the actions of most real users.

How to Mitigate Low-Quality, Non-Converting Traffic

Many website analytics experts are saying that unless you have an ecommerce site, zombie traffic shouldn’t be that big of a nuisance. As far as weeding out zombie traffic, there’s only so much one can do. We’re all more or less at Google’s mercy, so if the search engine is behind these spurts of zombie traffic, we have little recourse.

However, if there is some truth to the buckets theory, then you’ll want to go over your site and make sure it’s optimized for the right purpose. If you have an ecommerce website, for example, here are 10 ways to optimize your online storefront, which should help Google better understand that your site is transactional, not informational.

If you have ongoing PPC campaigns through Google Adwords, now’s the time look closely at the results and determine if your ROI is enough to continue those efforts. If Google really is sending waves of unqualified traffic your way through your paid ads, you might just want to call an end to all campaigns through AdWords.

Finally, a surefire way to weed out a different form of traffic that also eats away at your conversion rate is to block bot traffic, which does not consist of real users. This type of traffic artificially inflates a website’s visitor count and does nothing for page views, average time on site, and conversions. If you have someone who’s technically inclined, pass along this article on how to use Google Analytics to block bot traffic and referral spam. Even once you get all current bots filtered out, be sure to check back every couple of months, because other spammy referrers can converge on your website at any given time.

In Closing

It’s not possible to cut off all zombie visitors and other forms of useless traffic to your website, but if you follow the advice above, you can keep the negative impact to a minimum. Even if you don’t have an ecommerce site and the thought of zombie traffic doesn’t bother you, it’s still worth tracking your analytics more closely to see if your visitor count is really what it purports to be. If it’s not, then that might give you more motivation to get back to aggressively marketing your online content and make sure you continue to gain new visitors.

If you’re looking for help in identifying low-quality traffic to your website and weeding out referral spam, Eminent SEO’s Website Audit and Maintenance Services can help! Learn more here or call 1-800-871-4130 today.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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5 Signs of When to Stop or Redirect a Struggling Online Marketing Campaign

Struggling Online Marketing Campaign - Eminent SEO

Sometimes, the best-laid plans simply go awry.

This phenomenon is fairly common in the sometimes unpredictable world of marketing. Although businesses can measure most of their marketing efforts like never before, part of the process remains artful, especially in the planning stages.

Every marketing campaign comes with some degree of a chance for failure. Sometimes, the reasons why they failed are obvious. In other cases, the reasons are hard to pinpoint. The answer could be the campaign simply didn’t get a foothold in the public’s consciousness, whether due to timing or other external circumstances.

If your team is currently putting forth an online marketing campaign — such as pay-per-click, email or search engine optimization — here are five signs that it may be time to pull in the reins on the project, or at least hand over the responsibilities to an experienced marketing firm.

1. When You’ve Given it Sufficient Time

It takes a certain amount of patience with online marketing campaigns. Rarely are they fruitful right off the bat. You’ve got to give every piece of the campaign time to coalesce. In the case of SEO campaigns, for example, you may have to wait at least sixth months before you start seeing results.

Before you launch any online campaign, have a time-frame in mind for when you’ll draw down if the effort isn’t paying off. Once you hit that deadline, you should know if it’s worth letting the campaign play out for a little longer or if that’s when it’s time to call the troops home. Just be sure not to abort the mission before you’ve really given it enough time to show signs of success. By the same token, don’t be too proud to call a campaign off if it’s readily apparent that it’s just not going to provide the returns necessary to sustain itself.

2. When Your Adjustments Aren’t Moving the Needle

Even for campaigns that take longer to pay off, you should know fairly soon after launch if the effort is receiving some degree of reception and if it’s on track to succeed. You should know this because of the abundance of digital tools at your disposal to evaluate various aspects of the online campaign.

So, before giving up on the effort, try to make any necessary tweaks to the approach. For example, this could mean using different imagery or a different tone in the copy. Or, maybe you’re targeting the wrong keyword. Also, you can try doing A/B testing to see which variation is getting more traction. If you’ve made adjustments to the best of your ability but the campaign still isn’t significantly getting off the ground, that’s when there would be little shame in calling an end to the whole effort.

Before the campaign reaches the breaking point, you may want to give serious consideration to contacting a business-to-business marketing agency. Yes, it will be more money poured into the project, but the experts you hire should be able to turn the tide on the campaign, as they’ll likely have resources and expertise that goes beyond what you have internally. If you go this route, give the agency your full confidence and ask for frequent updates and key performance indicators.

3. When Your Execution Can’t Get any Better

Similar to making adjustments, if you and your team have all put forth their best efforts and the campaign is still floundering, then it may be time to throw up your hands and move on to the next project. Just make sure you’ve allowed sufficient time for each employee involved in the campaign to perform his or her relevant duties. You may even have to hire new talent internally for this initiative or delegate additional tasks to current employees after launch. If you’ve done all this and the online campaign is still in neutral, then there’s simply a problem with the campaign, and not necessarily with you or your staff. If you identified the issues early on but you and your team still can’t seem to get the campaign to break even, despite everybody’s best effort, this might be the point where you seek help from an outside marketing firm.

4. When You’re Consistently Seeing Negative ROI

One of the areas you want to keep your eye on throughout the campaign is the return on investment. Basically, is the amount of money you’re putting into the campaign equal to or less than what you’re seeing in sales and new customers?

It’s not uncommon to be in the red the first few weeks after launch. After all, investments are often expensive and are rarely recovered quickly. However, if the campaign has been active for several months and is consistently yielding negative ROI on measured intervals of your choosing, you should put a stop to it before it drains your business irreparably.

What if the campaign is in the black but falling well short of expectations? Keep it going, period. It may hugely pay off down the road. Even if it doesn’t, at least it’s eliciting a positive net ROI for your business. If this is happening with your online campaign and you’re still thinking about getting help from a marketing firm, a well-qualified team should be able to take what you have and provide a major boost, reaping sizable rewards for everyone involved.

5. When Other Strategies Are Succeeding

If you have other campaigns and business strategies in place that are succeeding, then it makes sense to ditch the one lagging behind. After all, why keep throwing good money after bad? Something to keep your head up about is if you have several other strategies that are “winning,” then it means your business model is solid. Unless you’ve created a PR nightmare for your company with an unsuccessful online campaign, then have no remorse about calling for an end to an initiative that isn’t working out. It happens to the best of companies.

Final Word

Just because one campaign falls short of the mark doesn’t mean your entire business is doomed. Maybe you patterned the online marketing campaign after what you saw another company do. However, what works for one business isn’t guaranteed for the next.

Don’t beat yourself up for one failed campaign. Collect yourself, get back to what you know your company does well, and build upon those strengths.

A Different Direction

If you have an online marketing campaign that is struggling but that you still think has a chance to thrive, you can turn to Eminent SEO for direction or to hand over the duties involved in the project. Our talented team has powered hundreds of successful online marketing campaigns (SEO, PPC, social media, link acquisition, and more) for clients all over the U.S., starting either from scratch or mid-campaign. We know how to address areas of need, plus we always provide full KPI (key performance indicators) reports to keep you in the loop on the latest results of the campaign. If you’re ready for help or you just want to learn more, call Eminent SEO today: 1-800-871-4130.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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Ad Blocking is Changing up the Marketing Game

Ad Blocking Changing Marketing - Advertising - Eminent SEO

We all hate invasive advertisements when we’re browsing online. Well, most of us do. Companies behind the advertisements are putting themselves out there in hopes of making a profit on their ad spend. On the other side of the coin, some websites rely on the revenue that comes not from advertising themselves elsewhere, but on hosting ads from other companies.

At the time of this writing, Hubspot Blogs is featuring a survey on its site that asks, “Which Type of Ad is Most Annoying?” The choices are:

  • Auto-playing online video ads
  • Direct mail advertisements or promotions
  • Pop-up online ads
  • Sponsored Twitter ads
  • Television commercials

The overwhelming top choice at this time is auto-playing online videos, with about 60 percent of the vote. In second place, pop-up online ads currently has been clicked on 23 percent of the time. At the moment, Twitter ads and television commercials seem to bother users the least, according to the poll.

So, yes, most of us seem to loathe advertisements, but the HubSpot survey doesn’t really get at what percentage of us feel this way. A recent report by PageFair and Adobe sheds light on how many people claim to be annoyed by online advertising, as well how many people are using ad-blocking extensions and how they’re impacting the advertising industry.

Why Users are Blocking Ads, if at All

The PageFair-Adobe report included the results of a survey of 400 people in the U.S. Surprisingly, about 1 in 4 respondents between the ages of 35 and 49 who aren’t currently blocking ads said they have no plans to ever start using ad-blocking software. However, of those who aren’t blocking ads now but may do so in the future, half of them said the misuse of personal information to customize the ads would be their primary reason to start using a software that blocks such solicitations. The millennials in that non-ad-blocking group said that a sheer increase in the number of ads would be their top reason for eventually taking advantage of a blocking software.

The Rise of Ad-Blocking Extensions, even on Mobile Devices

The same report said ad block usage in the U.S. had increased 48 percent year-over-year, reaching 45 million monthly active users during the second quarter of 2015. The rise of Google Chrome usage played a big part in this, as it is easy to install an ad-blocking extension on the browser. The survey found that ad block usage on Chrome jumped 51 percent from the second quarter of 2014 to the second quarter of 2015. Ad block usage on Firefox increased during that time by 17 percent. What’s ironic is that many ad-blocking extensions can filter out pay-per-click ads in Google search, all while more users are browsing with Google Chrome and taking advantage of such an extension.

Ad blocking on mobile devices is underdeveloped, but is expected to become more of a force in the near future. The App Store on Apple phones first introduced several ad-blocking applications when iOS 9 rolled out this year. The PageFair-Adobe report said Firefox and Chrome currently comprise 93 percent of all mobile ad blocking, but that not a large percentage of overall mobile users have an ad-blocking feature enabled on their devices at this time. Presently, mobile Chrome users can manually install the AdBlock Plus app to stop seeing most or all online advertisements, although the app is no longer available in Google’s Play Store.

What Ad Blocking is Costing the Advertising Industry

Ad-blocking software has completely shaken up the advertising industry. The PageFair-Adobe study found that ad-blocking extensions will cause an estimated loss in revenue globally of $21.8 billion in 2015.

It’s only going to get worse. The report estimates that lost advertising revenue will jump to $41.4 billion in 2016. In the United States alone, the estimated figures of lost revenue from 2014 to 2016 are as follows:

  • 2014: loss of $5.8 billion
  • 2015: loss of $10.7 billion
  • 2016: loss of $20.3 billion

AdBlock and Adblock Plus (no relation) are the most popular browser plug-ins of their kind. A new app for Apple mobile devices, Been Choice, claims to block in-app advertisements, too, even in Facebook’s mobile application. Watch out, advertisers.

How to Combat Loss of Revenue from Ad Blocking

Many websites generate revenue by hosting ads and getting paid per number of impressions. Even if nobody is clicking on a certain ad, the website could still be raking in some revenue if it attracts a high volume of traffic. When visitors to the site have ad blocking enabled, that usually means an impression is lost. Thus, revenue is lost.

So, how do companies that rely on advertising adjust to this wave of ad block popularity? Some webmasters have taken extreme measures such as coding their sites in ways that withholds content until visitors disable any ad-blocking extensions. Other companies, large ones such as Google and Twitter, have been approached by Adblock Plus to become a part of its “Acceptable Ads” program, which means the extension has the ability to overlook ads on certain domains, especially ones that belong to preferred partners.

When all else fails, there’s always good ol’ SEO. If you rely on advertising to drive traffic to your website and increase sales opportunities, you don’t necessarily have to ditch any ongoing PPC campaigns, but now’s the time to ramp up the optimization of your website. There is a litany of elements that goes into optimizing a site for organic traffic. Below is just a sampling of the SEO-related steps you should take:

It’s Time to Optimize

In short, you should focus on making your website into all-around strong user experience, which includes engaging content and clear-cut navigation. Search engine optimization is a complex and ongoing process, and not every company is equipped to keep up with it effectively. Therefore, it never hurts to turn your SEO duties over to a marketing firm that specializes in the trade. Eminent SEO is a full-service digital marketing firm that has bolstered the traffic and conversions of thousands of websites. Click here to learn more about our SEO services or call us today at 800-871-4130.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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8 Tips for Effective PPC Landing Pages

8 Tips for Effective Landing Pages

OK, so you have a Pay-Per-Click campaign running, but you think it could be better. You are probably right. Consider where you are sending your potential clients… what is on that landing page. Does it do your product/service justice? Or is it more “ho-hum, seen it before”?

The most effective campaigns will have a dedicated landing page properly optimized for a specific product or service with a clear call-to-action. Do you want them to buy right there? Do you want them to fill out a form? Or would you rather get them on the phone right now? These are some questions to ask yourself when designing your landing page.

In order to have a PPC campaign that produces a high amount of conversions, leads, and sales, you need to have dedicated PPC landing pages that are optimized.

Here are some PPC landing page tips to getting the best bang for your buck with your campaign:

1. Make Customer Testimonials Stand Out

Is this the right product/service for me? What do other people think of this? Am I making the right choice? A real customer testimonial can answer all of these questions and seal the deal. Make it prominent, give it a unique design element. You can even make it a video. This creates trust between you and your readers.

2. List the Benefits. How is Your Product/Service Better?

They are there because of what you are selling – you need to convince them why yours is better. Make sure your key benefits are listed out clearly, in a bullet list. This helps your potential buyer quickly determine whether or not they landed where they need to be… and whether or not your product or service is worth the time to buy or call.

3. POW! Catch Them with a Knock-out Headline

Take time to come up with an amazing headline – you have 3 seconds to capture your readers attention, tell them why they are here, and that you have EXACTLY what they are looking for. Use headline tools to test the effectiveness of your headline. (Have more than one killer headline? See Step 8.)

4. Keep it Simple, Silly!

This is a landing page – not your whole website squished into a page. Focus on the key points – this is to turn this prospect into a qualified lead – not to tell them everything that you are or what you offer. Keep the layout and content simple:

  • Headline – strong and clear (remember, 3 seconds!)
  • Sub-headline – support your headline with a compelling thought
  • Pictures – these should show the benefits of why they are there
  • CTA Buttons – strong and compelling
  • Break up your content with Large Font Headlines
  • Bullet Points – get to the point right away, list the benefits of your service/product
  • Short Paragraphs – under 10 sentences, use simple words and thoughts that are easy to understand. Don’t use 10 dollar words where 2 dollar ones explain just as well.
  • Image Captions – don’t forget to explain the pictures (not just for Google, but for your readers, too)

5. Be Yourself

Write as if you are talking to your reader face to face. Sound human. Your readers don’t want a robot, even on ‘paper’. Add some humor, too.

6. Get Your Facts!

Be real. Nobody believes “Your conversions will increase greatly” – but “Our clients have seen increases in conversions up to 30%!” Write compelling facts that mean something to your clients. Hard facts are the real deal.

7. Don’t Be Bossy

No one likes to be told what to do. So ASK your readers to act. Use a 2 line method: 1 line to ask, 1 line to reassure it’s the right choice.

For Example:

We create beautiful websites and unique marketing strategies that drive targeted traffic and high conversions.
Get Started Now!

Let us create a custom website and marketing campaign for you so you can get back to what you do best – running your business.
Call us now.

8. A/B Test

Come on, you think you hit a homerun right off the bat? Possibly. But to be sure, you should test it. Compare your headlines (Remember step 3? This is how you choose!). Compare your sub-headlines, your CTA copy, or even change up your benefits – which ones really matter to your readers?

Did you catch all of that? It’s a lot to remember, and it’s not easy to come up with the right formula to get the results you are looking for. However, these are the key elements to look at if you are trying to beef up your PPC campaign.

Want a hand? Give us a call: 800-871-4130 or fill out a form today.

How PPC and SEO Work Together

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First thing’s first, let’s talk briefly about PPC and SEO, what they are, and how they work.

Pay Per Click (PPC)

PPC advertising is when you pay the search engine for your ad to appear when someone performs a search. For example, if you search Google you will see ads at the top and right of search pages.

ppc search results

If you search on pretty much any consumer product, like golf balls or shoes, you’ll see them. Google has also been testing new strategies out, so sometimes you can see them at the bottom of web pages as well.

Unlike organic listings, when a user clicks a paid ad, the website owner pays a cost for each click. Websites can also choose to be a part of the “Google display network.”  This allows you to have a graphic ad displayed on a website, and you pay a price you bid on for every 1000 impressions (called CPM).

One of the primary benefits to a PPC campaign is that you can get traffic to your website almost instantly – the day your ads go live.  However, it can be very costly if you don’t monitor it closely or know how to properly manage a PPC campaign.

Search Engine Optimization (SEO)

SEO is the practice of improving your website optimization for better organic rankings and traffic with the search engines. For example, just like we displayed in the paid ads above, when you keep scrolling down you will see the organic results:

organic search

Organic search engine optimization can result in high volumes of targeted traffic that you don’t have to pay a cost per click for, so it’s very desirable. When you hear the words “organic SEO,” you can think of marketing that is intended to rank your site on the first page of Google for a desirable search term.  However, it does require a lot hard work and can take several months or more to show results.

If you start a new website from scratch, you can hit page one of Google within 3-6 months for some of your keywords – and that’s if you are lucky.  For some difficult keywords you can expect 12-18 months or so before you have solid keyword rankings and traffic.

Google charges nothing for ranking in organic search – in fact, it is NOT a service they offer. If you want to have the work done, you have to hire an internet marketing company (like us) to do it for you.

Even though it takes longer and requires more work, organic search generally costs less over time and is a long term investment in your online business that can benefit you for years to come.

SEO and PPC Deliver Incredible Benefits When They Work Together

Honestly, there aren’t many studies out there that discuss this.  But, interestingly enough, a guest author posted an article at Search Engine Watch where he found that each organic position gained resulted in a 9% decrease in PPC costs for the same keyword.  Practically, that means if you ranked in position 10, and then moved up to 9, you should notice a 9% decrease in PPC costs (or close to it).  If you climbed to position 1-3, costs declined by 70%.

Brafton, a content marketing and internet marketing company, notes that searchers trust your company more if they find you with multiple search results on the same page.  For example, you’ll get more clicks if you have a PPC ad at the top of the page, and then an organic search listing down below.

PPC can help your SEO because you can still track keyword analytics for paid search versus organic search where you cannot. Track some of the same keywords you’re optimizing your website for, and see the success each keyword brings. You can see the success by monitoring keyword bounce rate, average time on site, and conversion rate. This way you can see if certain keywords are going to bring you sales to really dial in your ongoing SEO efforts.

Which Should You Use?

So, the bottom line is that neither PPC nor SEO is the “better” answer.  Rather, it’s all about finding the right mix of the two.

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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10 Things to Know Before Advertising with Google AdWords

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As part of our mission to assist other small to mid-sized business owners, here are 10 things you should know before advertising with Google AdWords.

1. With PPC, it’s all about being “relevant”
Relevancy is being pertinent and giving the people what they want. It’s often mentioned in the Google AdWords mission statement. Why? There’s a direct correlation between relevancy and your keyword Quality Score (QS). A higher QS is one of many important goals in AdWords as it can help lower your cost per click, reduce your conversion costs and increase your ROI.

2. Google is Fast (and Ruthless)
Google AdWords can produce results that are immediate and measurable. Unlike SEO – which can take months, you can be on the top of Google within a matter of hours. But watch out as you can quickly lose a lot of money if you don’t know what you’re doing.

3. The #1 ad position on Google isn’t usually the best place to be
This logic may seem counter intuitive to most but the #1 paid position on AdWords typically costs the most amount of money and generates the most clicks. The downside is that many of these clicks are from unqualified traffic that barely read your ad and can cause your ROI to suffer. The #1 position is ideal only if you know the keywords and ads are converting at profitable levels.

4. Advertise on Google’s Display Network at your own risk
The Google AdWords default settings include the Display Network. Most newbies forget opt out of this channel and get plenty of poor quality visitors via this channel if they don’t know what they’re doing. In the hierarchy of testing search engine marketing, Google Search is the purest search results and an absolute “must have”. Use Search Partners if you’re not getting enough traffic. And use the Display Network for branding or low cost impulse product purchases (e.g. weight loss). Advertising on select sites within the Display Network via managed placement ads is a good strategy to test and should be run under a separate campaign.

5. Start your PPC bids high and lower them over time
Manual bidding strategies should be designed to target ad slots #3-6 and higher bids will typically result in better click through rates (CTR). This can improve your quality score and allow you to lower your bids slowly as your campaign matures and optimization techniques enhance your results.

6. Put your PPC keywords in the headline (and body copy whenever possible)
By placing your keywords within the headlines of your pay-per-click ads, your keywords will bold up on the search results page which can improve your CTR. As long as you’re sending traffic to a strong landing page that include the keywords, the ad will also become more relevant which can enhance Quality Scores. This in turn enables you to lower bids and helps further reduce your costs.

7. Keep the keywords in your ad groups limited
When building ad groups, it helps to maintain relevancy within your keywords by grouping them by a single “root keyword”. Expand out the list of longer tailed keywords by keeping the focus on this one keyword. Make sure to test the different match options – phase, exact and +broad +match +modified. Broad match keywords used by inexperienced PPC managers are ripe for Google to take advantage of synonyms which may have little to do with your product or service.

8. Don’t spread your PPC budget out evenly throughout the day. Accelerate it.
AdWords PPC is database marketing and a process of elimination. To quickly find out what works and what doesn’t with your pay-per-click ads, it makes most sense to accelerate your daily ad spend. This allows your ads to show most often so you can fail fast. Also by testing and removing keywords that don’t convert at profitable levels, you can succeed faster and achieve the goal of maximizing your daily budget at the lowest possible CPCs.

9. After 30 clicks, eliminate keywords and ads that don’t work
While 30 is a low sample size, it remains a statistically significant number to evaluate your ad and keyword level performance. While more data is preferred, 30 data points can allow you to make decisions with a 90% confidence level. By quickly finding out what does not work (and what does), you can stop throwing good money after bad and pour more resources to those keywords and ads that yield profitable results.

10. Increase your budget based on Google’s recommendation at your own peril
The ad budget for your business should not an open checkbook. When Google recommends that you increase your ad budget, whose best interest do you thinks it serves. Test lowering your bids to increase clicks or remove unprofitable keywords from the mix. Increasing your budget may make sense if you’re leaving money on the table but recognize that there is a law of diminishing returns with AdWords so finding the optimal ad budget is a process of testing while working to maintain a profitable ROI.

Hopefully, this list is something that you can use to get the most out of your pay-per-click advertising dollar.


Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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