Google Tag Manager
Benefits of Google Tag Manager
What is Google Tag Manager?
Google Tag Manager is a free tool that eliminates tedious code-editing tasks that formerly required a developer. It allows the marketing team to add and update their own website tags – including javascript code snippets for site analytics, conversion tracking, and remarketing – while the development team focuses on larger projects
What are tags?
Tags are snippets of website code that measure traffic and visitor behavior. In addition to offering insight into the impact of online advertising and social changes, tags make it easy to target your audience, leverage remarketing, and test and improve your site. These tags also enable specific site functions. For example, through the use of the Google Analytics tag.
Why should you use a tag management system?
Tagging is complex. Large websites in particular need to constantly update their tags, add new tags, and execute complicated installations. If this isn’t all managed properly, the tags can slow down your site, misrepresent your measurements, and lead to duplicate costs and missing data. In addition, it’s time-consuming to manage tags without a system, and doing so can delay important marketing and measurement programs.
Now that you know what Google Tag Manager is and why it’s important, here are the 8 key benefits it offers:
1. Ease of use. GTM enables team members to make updates and add new tags quickly and easily, without complex code changes to the site. This allows the team to test each change and deploy when ready without the help of a developer, which streamlines the process, speeds time to launch, and allows the IT department to focus on larger projects like improving the site as a whole.
2. Easy updates and a future-proofed website. GTM makes future upgrades and enhancements much simpler, since modifications can be made through the interface and not on each page of your website. In addition, if you’re considering upgrading to Universal Analytics, GTM’s upgrades will make the gradual transition much easier.
3. Debug features. GTM’s built-in debug features allow the team to test and debug each update on your site prior to publication, ensuring that your tags work properly before they are live.
4. Version control. A new, archived version is created every time you publish a change through GTM, making it easy to rollback to a former version at any moment. This is ideal because it keeps tags organized; makes troubleshooting simple; and allows you to easily implement similar installations on new GTM containers.
5. Users and permissions management. GTM makes it easy to set permissions for individual users and control internally who has the ability to make changes to the website and assist with creating tags, macros, and rules.
6. Built-in tags. GTM comes with a number of important built-in tags for classic and Universal Analytics, AdWords conversions, remarketing, and more. This allows a marketing team that lacks coding experience to customize tags with just a few pieces of key information, without implementing complicated code or enlisting the help of a developer.
7. Functions with Google Analytics. Speaking of built-in tags, GTM also allows you to install a basic implementation of Google Analytics via Google Tag Manager. GTM includes a tag template that gives you all the options you would have had in your previous Google Analytics implementation. Plus, it’s compatible with older onsite code for event tracking, page views, and cross domain tracking.
8. Event tracking. Traditionally, event tracking involved adding code to the website to track visitor events like clicks, video engagement, and form submissions. GTM’s auto-event tracking feature eliminates the need to manually tag each link you want to track. Instead, you can target links or buttons by attributes that are already on the link or by using a standardized naming structure.
best adsense optimized blogger templates
best adsense optimized blogger templates
MagOne v4.1.1 Blogger template is flexible and responsive magazine template for Blogger / Blogspot websites. Drag and drop build a magazine website in minute. You Can Download WordPress Version Of This Blogger Theme MagOne v1.7.1 – Newspaper & Magazine WordPress Theme.
Google AdWords Community
Welcome to the Official Google AdWords Community
https://www.en.advertisercommunity.com/t5/Google-AdWords/ct-p/Google_AdWords
Top 4 Webmaster Sites for Website or Blog
Top 4 Web Mastertools
- Google Web Mastertools
- Yandex Webmaster Tools
- Bing Web master Tools
- pinterest webmaster tools
How to redirect export blogger to wordpress with images
How to redirect export blogger to wordpress with images
In our Blogger to WordPress migration tutorial, one of our readers asked us for the step by step guide on moving custom domain blogger website to WordPress. Blogger allows you to use 3rd party custom domains as well as Google domains with your blog. In this article, we will show you how to move custom domain blogger blog to WordPress.
Note: If you’re looking for moving a normal Blogger subdomain blog to WordPress, then see our guide on how to switch from Blogger to WordPress.
Only use this tutorial, if you are trying to move a Blogger site on a custom domain to WordPress.
Step 1: Getting Started
Before we start, it is important to note that this guide is for the self hosted WordPress blog. See our guide on the difference between self hosted WordPress.org site vs free WordPress.com blog.
In order to get started, you will need a WordPress hosting provider to setup your self hosted WordPress website. We recommend Bluehost because they are an officially recommended hosting provider of WordPress, and they will give WPBeginner users 50% off discount.
If you want a Bluehost alternative, then take a look at Siteground who also offer the same special offer to WPBeginner users.
Step 2: Change DNS Settings
Blogger allows you to use any domain name registered by a 3rd party. U.S. based users can also use a domain registered with Google Domains.
When you first setup the domain pointing to your Blogger blog, you were asked to add CNAME and A records to your domain’s DNS records. You will need to delete those records and add your WordPress host’s DNS settings.
You can get DNS settings required by your WordPress hosting provider from their documentation or support websites. A typical DNS nameserver looks something like this:
NS1.Bluehost.com
NS2.Bluehost.com
In this guide, we will show you how to update DNS settings in Godaddy. If you have registered your domain with some other registrar don’t worry. The basic settings are the same on all domain registrars.
Important: DNS changes may take anywhere between a few hours to one or even two days to fully propagate. During this time, you can access your Blogger blog by logging into your account.
Changing DNS Settings in GoDaddy
Log in to your Godaddy account and click on the manage button next to domains. Click on the gear icon next to your domain and then select manage DNS.
Launching DNS manager in GoDaddy
You will see your domain information page. Next, you need to click on the DNS Zone File. This is where all the DNS level records for your domain are stored.
Launch DNS Zone File in GoDaddy
On the DNS Zone File page, you need to locate the A record and CNAME aliases you added for your Blogger blog and delete them. Click on save changes button to apply your changes.
The next step is to setup nameservers for your WordPress hosting provider. Go back to manage DNS page for your domain and then click on manage under the namservers section.
Nameservers
On the next page you need to click on custom and then click on edit nameservers link to add your new WordPress hosts nameservers.
Edit nameservers
Click on the save button to make your DNS changes go live.
Step 3: Remove Redirect
Your Bloggger blog’s original blogspot.com address is redirecting users to your custom domain. Since we have changed the domain settings, we need to remove this from Blogger too.
Simply log into your Blogger account and go to Settings » Basic page. Under the publishing section, click on the cross icon to cancel the redirect.
Remove custom domain redirection from Blogger
Step 4: Install WordPress
If your domain’s DNS has propagated now, you can now install WordPress on your hosting provider.
If your domain is registered on a 3rd party service other than your web host, then you will need to add the hosting for the domain. For example, in BlueHost you will add your domain as an Addon domain through cPanel unless it is the main domain on your account.
After adding domain to your new host, the next step is to install WordPress. Follow the instructions in our complete WordPress installation tutorial.
After successful installation of WordPress on your custom domain, you will be ready to import content from your Blogger blog.
Step 5: Export Content From Blogger
Before you can import content into WordPress, first you need to export it from your Blogger blog.
Blogger allows you to export content in an XML file.
Login to your Blogger blog and visit Settings » Other page. Under the blog tools, click on the Export Blog link.
Exporting your Blogger blog
This will bring up a popup where you need to click on the Download Blog button.
Depending on the file size, it may take a few seconds or a few minutes. Once you have your data, it is time to import it into your WordPress site.
Step 6: Import Blogger Blog into WordPress
Login to your WordPress admin area and visit Tools » Import page. There you will see a list of importers for different services. You need to click on Blogger to install the Blogger importer.
Blogger import tool in WordPress
This will bring up a popup where you need to click on the Insall button. WordPress will now download and install the Blogger Importer plugin for you. Once it is finished installing the plugin, you need to click on Activate Plugin and Run Importer link to continue.
Run importer
On the Import Blogger screen, WordPress will ask you to upload the XML file. Simply click on choose file button and upload the XML file you downloaded earlier. Click on the Upload file and import button to continue.
Upload export file
WordPress will now import your blogger posts from blogger, once it is finished you will be asked to assign an author to the imported posts. You can assign your blogger posts to an existing author or create a new one.
Congratulations! you have successfully imported your Blogger blog into WordPress. However, you still need to make sure that you don’t loose any search rankings and that visitors to your old blog can easily land to the same content on your new WordPress powered website.
Step 7: Setup Permalinks
WordPress comes with a feature that allows you to set up SEO friendly URL structure. However, since you are importing content from Blogger, you would want your URL structure to be as close to your Blogger URL structure as possible. To set permalinks you need to go to Settings » Permalinks and paste this in the custom structure field:
/%year%/%monthnum%/%postname%.html
Changing permalink structure in WordPress
Setp 8: Setup Feed Redirects
You have successfully redirected your Blogger blog to WordPress. However, users who have subscribed to your Blogger RSS feed will stop receiving updates.
You need to redirect feed requests to your WordPress feeds. This can be easily achieved by editing .htaccess file in your WordPress site’s root folder. If you can’t find your .htaccess file, then see this tutorial.
Start by connecting to your WordPress site using an FTP client. You will need to enable ‘Show Hidden Files’ option in your FTP client settings. If you are using Filezilla, you will find this option under Server menu.
Show hidden files in Filezilla
Once you are connected to your website, you will find the .htaccess file in your WordPress site’s root directory. You need to edit this file and paste the following code before any other code in the file.
<IfModule mod_rewrite.c>
RewriteEngine on
RewriteRule atom.xml /feed? [L,R=301]
RewriteRule rss.xml /feed? [L,R=301]
RewriteRule ^feeds/posts/?.*$ /feed? [L,R=301]
RewriteRule ^feeds/comments/?.*$ /comments/feed? [L,R=301]
</IfModule>
Save your changes and upload the .htaccess file back to the server. Your Blogger feed subscribers will now be redirected to your WordPress site’s feed.
Customizing Your WordPress Site
WordPress comes thousands of beautiful themes and extremely powerful plugins.
Tools for ORM: Top 10 Reputation Management Tools
Top 10 Reputation Management Tools
Part of managing your reputation is being able to look at data and analytics and draw a conclusion about your current performance. You must have a strategy in place to manage the aforementioned factors of reputation, and then you must have some way of gathering data to make sure you can gauge that reputation at any time. Check out some of the best tools around to help make it all happen:
- Trackur. This tool will show you what people are seeing when they search for you in Google or any social network. By monitoring social media, mainstream news sources, and more, Trackur delivers social analytics that reveal the trends and insights your brand needs to succeed. It also lets you know if the people talking about you are influential in the industry or not.
Price: There are three different plans with prices ranging from $97-$400+, but each plan has a free 10 day trial.
- Naymz. The tool with give you a RepScore based on how people find your brand as well as through your social influence (measured by social sharing indicators). Peer assessments tell you how trustworthy and reputable your brand appears, and then gives you management tools to strengthen your online presence.
Price: The best part-the tool is free!
- BrandsEye. The nice thing about this tool is that multiple people in your office can have access to working with it. It offers all the basics of reputation management, but has a sophisticated algorithm that analyzes and interprets data.
Price: There is a two-week free trial available.
- Brandwatch. This is a popular tool for social media management and keyword monitoring. It centers on gathering customer feedback and public opinions, and then using the information collected to inform your decision-making process.
Price: There is a free demo available.
- Technorati. This one is good for beginners or those who want basic results. It will track your blog posts to see who’s linking back to that post, which gives you a good indication about how successful that post was with your readers. You can also subscribe to alerts for this information.
Price: The tool is completely free.
- Rankur. This is a good tool if you’re a small company, yet it still offers a lot of analytics and demographic information. It helps you see your online reviews, monitor competitors, and has a team workflow feature. Plus, it’s available in many different languages.
Price: There is a free plan option available as well as three paid plans.
- Alterian/SDL. This is one tool that offers tons of information and data. You can discover what people think of your brand in different countries, from different demographics, in different languages, etc. In other words, it gives you everything you need to know about your online reputation and tools that cover everything from campaign management to marketing analytics.
Price: No free trials and, unfortunately, expensive pricing options ($500+).
- SocialMention. The greatest thing about this tool is the fact that it can send you alerts for all of your keywords. It also analyzes when your brand is mentioned and just how important those mentions actually are.
Price: Free
- Whos Talking. Similar to SocialMention, this tool can alert you when your keywords and brand are mentioned. You can see mentions on almost all social media platforms as well as videos and images; however you can only look at one “type” of mention at a time.
Price: Free
- Google Alerts. This is probably the most basic form of reputation management, but it’s also the easiest. You simply add in the term you want to track (most likely your company name), and you will get emails telling you when and where that word was mentioned. It doesn’t do any type of analysis for you, but it gives you the facts.
Price: Free service.
Why businesses need online reputation
How often do you use your favorite search engine to check on a company’s products, services, and feedback before dealing with them? That’s exactly what most people do these days – they research a company and see what others have to say. The same thing applies to your business. If you have a bad online reputation, you’re going to feel it hit your bottom line hard. Managing and maintaining your online reputation is therefore as important as having one in the first place. Let’s take a look at the reasons your business needs a positive online reputation.
Trust and credibility
Trust and credibility are two important factors and could either make or break your business’s online reputation. If you can over-deliver on your customers’ expectations, there’s a good chance they will spread the word about their experience – and that’s great for your business. Take the time to earn your clients’ trust, and you’ll be rewarded with a strong brand image that will attract more potential clients for years to come.
Increased sales
Customers are more likely than ever to research brands, products, and services online before they make the decision to purchase. Make sure you have social media accounts ready, and ask your existing customers to follow you. Post regularly about your products, along with other valuable content related to the nature of your business to grab your customers’ attention. Personal interaction with customers is a great strategy to boost sales, so don’t let their comments go unanswered – see that you respond in a timely manner to every one of them to show that you value their business.
Online insights
Today, it’s very common to see negative feedback on a business’s social media pages. If things aren’t addressed properly, a negative comment or review could be the start of your business’s downfall, since they spread like wildfire online. By establishing an online presence you will gain a valuable insight into what your clients and competitors are saying about you and, if it’s something bad, you can step in and rectify the issue before it goes viral.
Show your best side
Potential customers are online right now, researching your company before doing business with you. Some of them don’t know you well enough to make immediate decisions, and so will judge your business on the basis of the information that is available to them. Whatever the products or services you provide for customers, once the feedback appears online, it sticks. This is a chance to present your company in a good light to attract more customers, which converts into increased revenue.
Always remember that it can only take a few seconds to destroy a brand’s online reputation that took years to build. Contact us today for advice on how to build an online reputation for your business.
what is ORM for SEO ?
ORM stands for Online Reputaiton Management.
- What is Online reputation management
- Why business needs online reputation
- Case Studies of Brands
- Focus areas in ORM
- ORM strategy
- Tools for ORM
The fact is that anyone can post anything online. Many companies have found, much to their horror, that others have posted half-truths or outright lies about them. Reall what can you do if this happens to you or your company? This is where online reputation management comes in.
Online Reputation Management fits seamlessly within the context of your search engine marketing program. It is the quickest, most effective solution for dealing with bad press that has surfaced on the search engines about you or your company. By pushing negative listings from the front page of Google, Yahoo, and Bing, online reputation management (ORM) shields you from the damaging commentary of others.
With an SEO strategy, you can push the negative comments and results deeper on the index so that they are not directly visible when someone searches for your brand name or any products and services you offer.
Here are few steps that you can do in ORM
First most importantly find out who posted negative comment and try to build communication to find out what caused him write negative comments. Respect the person and his comments and dont be harsh. Try to explain him the scenario and ensure him things will improve if his comments are genuine
If you cant get hold of the person then create new content based on same content and try to push that content on page and slowly push down the negative comments related listing.
Avoid black hat SEO which could create enemies or negative comments for you.
There are number of practices and techniques available in ORM which i will be happy to share if you are interested.
Or
Online Reputation Management:
ORM or Online Reputation Management is also an emerging process & a service being offered. The idea is to maintain a good online image & reputation of a company, a brand, a product or service being offered, or even an individual for that matter. Without ORM, if for some reasons the service user or a general public raises a complaint or posts his/her negative reviews / comments about the content in question, it will remain unaddressed, thereby creating an even more negative image on the company/individual/service.
How is ORM done?
Online Reputation Management fits seamlessly within the context of your search engine marketing program. It is the quickest, most effective solution for dealing with bad press that has surfaced on the search engines about you or your company. By pushing negative listings from the front page of Google, Yahoo, and Bing, online reputation management (ORM) shields you from the damaging commentary of others.
With an SEO strategy, you can push the negative comments and results deeper on the index so that they are not directly visible when someone searches for your brand name or any products and services you offer.
Here are few steps that you can do in ORM
First most importantly find out who posted negative comment and try to build communication to find out what caused him write negative comments. Respect the person and his comments and dont be harsh. Try to explain him the scenario and ensure him things will improve if his comments are genuine
If you cant get hold of the person then create new content based on same content and try to push that content on page and slowly push down the negative comments related listing.
Avoid black hat SEO which could create enemies or negative comments for you.
There are number of practices and techniques available in ORM which i will be happy to share if you are interested.
Or
Online Reputation Management:
ORM or Online Reputation Management is also an emerging process & a service being offered. The idea is to maintain a good online image & reputation of a company, a brand, a product or service being offered, or even an individual for that matter. Without ORM, if for some reasons the service user or a general public raises a complaint or posts his/her negative reviews / comments about the content in question, it will remain unaddressed, thereby creating an even more negative image on the company/individual/service.
How is ORM done?
- ORM is done by first gathering the information/article/reviews etc that has a possibility of affecting the image/reputation or simply the business prospects of the service/product.
- The second step is to first address the reviewer or content uploader about his/her experience, reasons for that post/comment or negative review. This way we get to know what the actual problem is.
- The next step is to reply with a solution to the problem with a solution or by offering a compromise such as: replacement of product, forwarding the concerns of the customer to the relevant after-sales persons, providing freebies / calling a redressing to the customer etc.
- Finally getting a rating / review after this whole process and also posting a reply comment that the issue is resolved, is to be done so that anyone who sees the particular content gets a good impression on the service/ company thereby not affecting the sales figures/ reputation.
how to create seo report for client
Hi There,
An easy way to do this if you are new to GA, is to create a Dashboard.
Go to Dashboards and click +New Dashboard.
Then when the window pops up, select "Import From Gallery".
Then in the solutions, you can search for an SEO dashboard. Once you find one you like the sound of, click "Import".
Check all the widgets are set up correctly and there you have it! You can then export the dashboard as a PDF and send it to your client!
DIRECT RESPONSE VS BRANDING CAMPAIGNS
Direct response advertising and branding are two different styles of marketing. Rather than putting all of your advertising budget into one or the other, you should balance them somewhat equally. Direct response advertising fulfills short-term goals and branding provides long-term ones. By better understanding these two different types of advertising, you can make smart decisions when allocating your budget.
Let’s take a closer look at the differences between direct response advertising and branding.
Direct Response: Direct response marketing is used by companies to generate immediate sales or traffic. Companies may use it to grow their customer base, launch a new product or clear out an excess of inventory. An important part of direct response campaigns is a call to action, which gets customers to act immediately.
Branding: Branding campaigns are used by companies to build up a certain image for their brand. Some of the elements that companies focus on is the offering of high-quality service or affordable products.
How Direct Response and Branding Work Together
As you can see, both styles of marketing work together to benefit each other. Branding takes time to develop, and you won’t see results right away. Instead, you’ll spend your time targeting customers, reaching out to them via phone, email and social media and nurturing the relationship. The goal will be to build up your brand’s image so that the customer learns to trust you. Once this trust is established, the sales will come, and you can expect that you will earn more on each sale.
However, since branding does take time, direct response campaigns are great for boosting sales in the short term. You can use call to actions like “call now” or stop in today” to award customers with a discount, free item or limited stock of product. These campaigns initiate an immediate response so you’ll see results right away, but the customers may not necessarily have any feeling toward your brand.
When both direct response and branding come together, you have the best of both worlds. Unfortunately, there is often conflict between the two rather than harmony. Too many companies focus their efforts on one or the other rather than allowing them to feed into each other. You may be doing the same thing as well. With a new year approaching, take the time to reevaluate your marketing strategy and make sure that you are giving appropriate attention to both direct response and branding campaigns.
Let’s take a closer look at the differences between direct response advertising and branding.
Direct Response: Direct response marketing is used by companies to generate immediate sales or traffic. Companies may use it to grow their customer base, launch a new product or clear out an excess of inventory. An important part of direct response campaigns is a call to action, which gets customers to act immediately.
Branding: Branding campaigns are used by companies to build up a certain image for their brand. Some of the elements that companies focus on is the offering of high-quality service or affordable products.
How Direct Response and Branding Work Together
As you can see, both styles of marketing work together to benefit each other. Branding takes time to develop, and you won’t see results right away. Instead, you’ll spend your time targeting customers, reaching out to them via phone, email and social media and nurturing the relationship. The goal will be to build up your brand’s image so that the customer learns to trust you. Once this trust is established, the sales will come, and you can expect that you will earn more on each sale.
However, since branding does take time, direct response campaigns are great for boosting sales in the short term. You can use call to actions like “call now” or stop in today” to award customers with a discount, free item or limited stock of product. These campaigns initiate an immediate response so you’ll see results right away, but the customers may not necessarily have any feeling toward your brand.
When both direct response and branding come together, you have the best of both worlds. Unfortunately, there is often conflict between the two rather than harmony. Too many companies focus their efforts on one or the other rather than allowing them to feed into each other. You may be doing the same thing as well. With a new year approaching, take the time to reevaluate your marketing strategy and make sure that you are giving appropriate attention to both direct response and branding campaigns.
Paid Marketing Channels
Paid search marketing has many names
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
CPM & CPC
Cost-per-click (CPC) means that you as an advertiser appearing on a SERP, pay the search engine for each user’s individual click on your ad.
Cost-per-impression (CPM) means that you as an advertiser appearing on a SERP, pays the search engine for every 1,000 times your ad appears on the page The user doesn’t have to click-through, it’s just about page impressions. If you’ve learnt nothing new from this, then the knowledge that the M in CPM means 1,000 is still a decent fact.
CPM is perhaps best for companies who want to raise brand awareness. CPC is best for sales.
Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network.
Paid search marketing means you advertise within the sponsored listings of a search engine or a partner site by paying either each time your ad is clicked (pay-per-click - PPC) or less commonly, when your ad is displayed (cost-per-impression - CPM)
CPM & CPC
Cost-per-click (CPC) means that you as an advertiser appearing on a SERP, pay the search engine for each user’s individual click on your ad.
Cost-per-impression (CPM) means that you as an advertiser appearing on a SERP, pays the search engine for every 1,000 times your ad appears on the page The user doesn’t have to click-through, it’s just about page impressions. If you’ve learnt nothing new from this, then the knowledge that the M in CPM means 1,000 is still a decent fact.
CPM is perhaps best for companies who want to raise brand awareness. CPC is best for sales.
Google AdWords
AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads.
AdWords is also Google’s main source of revenue.
If you use its service you will be able show your ads on one or both of Google’s advertising networks:
The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners.
Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.
With AdWords, if you choose CPC, you can set your bid (the amount you’re willing to pay for each click) to manual or automatic. With manual you choose your bid amounts, with automatic Google chooses the bid amount for you within your budget.) With CPC and CPM you can set your maximum bid amount.
What are the drawbacks with using Google AdWords?
AdWords works so well that one study found that 40% of consumers are unaware that Google Adwords are adverts. The faint cream of the paid search box means that users may easily ignore organic search results further down, depending on the quality of their screen (or eyesight).
Google updated AdWords in February with Enhanced Campaigns. This means advertisers can now target people based on time of day, location and the device they’re using.
The positives of this are that if you know you have higher traffic at certain times of the day, an ecommerce site whose conversion rate increases between 6pm-9pm, that site can increase its maximum bid amount specifically for those hours.
Unfortunately advertisers can no longer run tablet only campaigns, as Google 'believes' tablets perform exactly the same as desktop devices. You can increase or decrease separate bids for mobile and desktop, but no longer for tablets.
Does this reflect the true nature of conversion on tablets? Not really, being as conversion rates from tablets are four times higher than smartphones. Surely this is a massive oversight on behalf of Google?
AdWords is Google’s own advertising product. It offers PPC and CPM advertising as well as site targeted banner, text and rich media ads.
AdWords is also Google’s main source of revenue.
If you use its service you will be able show your ads on one or both of Google’s advertising networks:
The Google Search Network, featuring the standard Google Search, Google Shopping, Maps and its various search partners.
Google Display Network, which is any website that partners with Google, and other Google sites such as Gmail, YouTube and Blogger.
With AdWords, if you choose CPC, you can set your bid (the amount you’re willing to pay for each click) to manual or automatic. With manual you choose your bid amounts, with automatic Google chooses the bid amount for you within your budget.) With CPC and CPM you can set your maximum bid amount.
What are the drawbacks with using Google AdWords?
AdWords works so well that one study found that 40% of consumers are unaware that Google Adwords are adverts. The faint cream of the paid search box means that users may easily ignore organic search results further down, depending on the quality of their screen (or eyesight).
Google updated AdWords in February with Enhanced Campaigns. This means advertisers can now target people based on time of day, location and the device they’re using.
The positives of this are that if you know you have higher traffic at certain times of the day, an ecommerce site whose conversion rate increases between 6pm-9pm, that site can increase its maximum bid amount specifically for those hours.
Unfortunately advertisers can no longer run tablet only campaigns, as Google 'believes' tablets perform exactly the same as desktop devices. You can increase or decrease separate bids for mobile and desktop, but no longer for tablets.
Does this reflect the true nature of conversion on tablets? Not really, being as conversion rates from tablets are four times higher than smartphones. Surely this is a massive oversight on behalf of Google?
Yahoo Bing Network
Adwords’ nearest rival is the Yahoo Bing Network (YBN). It claims to be a ‘combined advertising marketplace’ made up of Yahoo, Bing and many syndicated partners such as Facebook, Amazon and Monster.
In the US, this network accounts for 29% of online search, and according to its own data, searchers on the YBN spend 23% more in the same sites found on other search engines.
Worldwide there are 489m unique searchers on the YBN, 94m of who don't use Google. These searchers spend 137% more than the average searcher and 76% more than Google searchers worldwide. YBN isn’t suggesting you need to run campaigns on Google AND its own network, its suggesting that you run your campaigns solely on its network because users spend more money there.
According to AdGooroo, AdWords dominated most areas in Q3 2012 (shopping, travel, education, computing and B2B) in terms of impressions, however YBN displayed more impressions for financial services.
In fact 9.5% of the financial service companies who used both AdWords and YBN achieved higher click-through-rates (CTRs) on YBN. 5.7% of companies in the shopping category who used both search engines also had higher CTRs.
These aren’t exactly mind-blowing stats, but it does prove that there is justification in weighing up whether to advertise on either or both.
CPCs are generally lower on YBN than AdWords. Advertisers pay a premium to take advantage of AdWords’ higher traffic and CTRs. There’s also less competition on YBN, in fact there’s 36% fewer advertisers on YBN to bid against.
Adwords’ nearest rival is the Yahoo Bing Network (YBN). It claims to be a ‘combined advertising marketplace’ made up of Yahoo, Bing and many syndicated partners such as Facebook, Amazon and Monster.
In the US, this network accounts for 29% of online search, and according to its own data, searchers on the YBN spend 23% more in the same sites found on other search engines.
Worldwide there are 489m unique searchers on the YBN, 94m of who don't use Google. These searchers spend 137% more than the average searcher and 76% more than Google searchers worldwide. YBN isn’t suggesting you need to run campaigns on Google AND its own network, its suggesting that you run your campaigns solely on its network because users spend more money there.
According to AdGooroo, AdWords dominated most areas in Q3 2012 (shopping, travel, education, computing and B2B) in terms of impressions, however YBN displayed more impressions for financial services.
In fact 9.5% of the financial service companies who used both AdWords and YBN achieved higher click-through-rates (CTRs) on YBN. 5.7% of companies in the shopping category who used both search engines also had higher CTRs.
These aren’t exactly mind-blowing stats, but it does prove that there is justification in weighing up whether to advertise on either or both.
CPCs are generally lower on YBN than AdWords. Advertisers pay a premium to take advantage of AdWords’ higher traffic and CTRs. There’s also less competition on YBN, in fact there’s 36% fewer advertisers on YBN to bid against.
Why should you use paid search?
The most important positive here is your company’s appearance at the top of the SERPs. With organic results decreasing rapidly further down the screen, it’s vital that your company appears within the top five results in order to stand a chance of click-through.
If you have enough investment, PPC is the fastest way to get to the top.
If you know your way around the platform, you can set up a PPC campaign in less than an hour, and appear immediately in the sponsored results.
Tracking is a lot easier using SEM. You no longer have to take a gamble on ads you’ve paid for in advance in other media, with little way to measure how successful they are. With SEM every ad, keyword and penny spent can be tracked, allowing for a more accurate ROI. This also means it’s a lot easier for an advertiser to test campaigns too.
All of this, along with access to the respective search engine’s network sites and platforms included in its packages, and the ability to schedule ads and target them to specific locations and times, means that paid search is an almost essential part of your marketing strategy.
The alternative
You can do things organically. If you run a small business, that either has a tight marketing budget or if you just don’t want to jump into bed with the major search engines, you can still do many things to raise your profile and compete with the big brands.
Make sure you have the very best product or service available, use social media, create evergreen content, engage, personalise and be relevant to your consumers. It does work.
Check out this success story involving the London restaurant Hawksmoor and the future of small business.
Things that I still don’t know…
Here’s a few questions raised by the above research that I’m still unclear on, that maybe you could help me out with:
How transparent is the bidding process? How do companies know that the money they’re spending is worth their while? Is this just done with trial and error, with companies raising their maximum bids incrementally than checking the SERP to see how they’re doing?
What about non-ecommerce sites? Is there anything stopping me from spending loads of money trying to raise the profile of my own music blog by bidding on ‘new music reviews’? Does this seem perhaps underhanded, is the integrity of my non-ecommerce site more important than traffic?
How prevalent is click-fraud? (Where a competitor artificially clicks through on your link, therefore raising your costs, eating into your revenue and pricing you out of competition.) Can search engines monitor against this?
I’ll be writing more posts around this topic so any guidance or opinion would be greatly appreciated.
For a much deeper analysis download our Paid Search Marketing PPC Best Practice Guide.
Further reading for beginners
During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too.
The following related articles should help clear up a few things…
What is Google AdWords?
Black hat & white hat SEO
Dictionary of SEO
SEO for beginners
Ref:
Paid Marketing Channels
The most important positive here is your company’s appearance at the top of the SERPs. With organic results decreasing rapidly further down the screen, it’s vital that your company appears within the top five results in order to stand a chance of click-through.
If you have enough investment, PPC is the fastest way to get to the top.
If you know your way around the platform, you can set up a PPC campaign in less than an hour, and appear immediately in the sponsored results.
Tracking is a lot easier using SEM. You no longer have to take a gamble on ads you’ve paid for in advance in other media, with little way to measure how successful they are. With SEM every ad, keyword and penny spent can be tracked, allowing for a more accurate ROI. This also means it’s a lot easier for an advertiser to test campaigns too.
All of this, along with access to the respective search engine’s network sites and platforms included in its packages, and the ability to schedule ads and target them to specific locations and times, means that paid search is an almost essential part of your marketing strategy.
The alternative
You can do things organically. If you run a small business, that either has a tight marketing budget or if you just don’t want to jump into bed with the major search engines, you can still do many things to raise your profile and compete with the big brands.
Make sure you have the very best product or service available, use social media, create evergreen content, engage, personalise and be relevant to your consumers. It does work.
Check out this success story involving the London restaurant Hawksmoor and the future of small business.
Things that I still don’t know…
Here’s a few questions raised by the above research that I’m still unclear on, that maybe you could help me out with:
How transparent is the bidding process? How do companies know that the money they’re spending is worth their while? Is this just done with trial and error, with companies raising their maximum bids incrementally than checking the SERP to see how they’re doing?
What about non-ecommerce sites? Is there anything stopping me from spending loads of money trying to raise the profile of my own music blog by bidding on ‘new music reviews’? Does this seem perhaps underhanded, is the integrity of my non-ecommerce site more important than traffic?
How prevalent is click-fraud? (Where a competitor artificially clicks through on your link, therefore raising your costs, eating into your revenue and pricing you out of competition.) Can search engines monitor against this?
I’ll be writing more posts around this topic so any guidance or opinion would be greatly appreciated.
For a much deeper analysis download our Paid Search Marketing PPC Best Practice Guide.
Further reading for beginners
During my first year at Econsultancy I’ve been making a point of writing beginner’s guides to any new terms or phrases I find particularly baffling, or that I might suspect other people may find baffling too.
The following related articles should help clear up a few things…
What is Google AdWords?
Black hat & white hat SEO
Dictionary of SEO
SEO for beginners
Ref:
Paid Marketing Channels
What is PPC & Benefits of Paid Marketing
What is PPC or Pay Per click and what are the benefits of PPC campaigns-
What is PPC Pay Per Click and How Can You Make Money from It?
PPC stands for pay-per-click its paid advisement, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It is totally based on bid adjustment.
Benefits-
1.Fast Results-
2. Measurable results-
3. No dependencies on SEO or Google Algorithmic changes-
What is PPC Pay Per Click and How Can You Make Money from It?
PPC stands for pay-per-click its paid advisement, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. It is totally based on bid adjustment.
Benefits-
1.Fast Results-
2. Measurable results-
3. No dependencies on SEO or Google Algorithmic changes-
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