by Alex Grechanowski
by Alex Grechanowski
It’s a usual thing when I look at an AdWords account with campaigns active for a few weeks or months, and I have to say “the current PPC is a mess and we need a fresh start”. Indeed, a more serious approach to paid search and on-page/landing page content should be taken now to start harvesting a few months later.
There are a few potential issues to be aware of – or, I’d say, the most common amateur mistakes.
1) Low Quality Score – as a Result, Ads are Not Shown.
Problem. The PPC has low quality score for many keywords, say 3/10, 4/10. This is because keywords and ads are not relevant to the content on landing pages.
Solution. the first thing is to make sure that the keyword(s), the ad(s) and the landing page(s) are relevant to each other.
Tip: It’s also a good idea to create different ad groups (or, sometimes, even different campaigns) just to be as specific as possible. Google likes when we create relevant and coherent stuff awarding us with a better Quality Score.
2) Too Broad Targeting
Problem. Too many impressions affect your CTR.
Solution. In the campaign settings you use Targeting: All networks. You need to select Let me choose… and turn off Content Network. The Content Network is the sites which run Google Ads (Google AdSence) and they usually bring noisy impressions and wasteful clicks.
3) Using Only Single Ad is Not Enough
Problem. You have several keywords in each ad group. But you created only one ad for them. So Google will display only this one ad for all the keywords in this ad group. In this case you have no idea whether the ad is the best one for your scenario.
Solution. When you have 2+ ads Google will rotate them and, eventually, you will see which one performs better bringing you more clicks and better CTR.
4) Too Many Keywords for a Given Ad Group
Problem. Some of the keywords are too broad or with a low search volume and, therefore, they are potential candidates for turning off as their poor performance affects the ad group’s CTR.
Solution. Use and pay only for performers.
Paying top dollar in AdWords for keywords that may not be driving phone calls and sales?
When you are developing your blog, consider using the shortest possible URLs so you will not be forced to use some URL shortener as bit.ly. In particular, it can be done by avoiding putting dates in URLs.
Here are a few good examples:
What Happens to Your Website if You Die? http://menwithpens.ca/what-happens-to-your-website-if-you-die
Blog to Book? http://www.mattcutts.com/blog/blog-into-book/
Where the blog article goes directly after the /blog/ directory.
In WordPress, we can configure it in this way: Settings > Permalinks > Custom Structure > /blog/postname/
Some other good thoughts regarding benefits of not using dates in blog articles’ URLs .
|“||Users will more than likely be looking for the date at the top of the content, not within the URL.||„|
Today’s question: what are the benefits of using dates in blog articles’ URLs?
I’ve noticed that some good folks do not use the date in their blog entries. Take for example Matt Cutt’s blog.
I did a quick search and found a good reason for using dates:
“The date that you publish an entry ages its content. Including that information in your URL structure means visitors can quickly see how old your entry is. As a reader, I find this useful. Also remember that the content of your entry may not necessitate archiving – old content may still be valid, especially if it has updates attached.”
However, on LinkedIn, many folks support the “no-dates-in-the-URL” theory which resonates with my vision.
I recently received a few questions from a client of mine. She had set up a skype call with a social media adviser, but it didn’t work out and so she was on a crossroad as for what to do next with their social media.
Here are her questions:
Whilst I answered them as best I could, all I could think about was, “hey, wait a minute, your questions show that you’re moving in the right direction. And so I think you’re capable of meeting the social media objectives, any time soon”.
Some “buyers” simply don’t understand that “link building” is an integral part of Internet Marketing and, yes, sometimes even Product Development. It’s extremely time-consuming process performed during years, rather than months. It can go by a very intelligent and creative route: partnerships, team-ups, freebies, contests, articles, reviews to name a few. Instead, lured by false promises of “instant results” and “affordable prices” and have nothing else to consider, people buy packages of link exchanges, social bookmarkings and directory submission. Nothing wrong in using that kind of services too, if done right. However, too many “service providers” are not playing by rules.
So it’s not outsourcing to blame. Just know what you want and find the right person or company to do it.
More on the subject can be found in this discussion on WebmasterWorld.com.
"The past, like the future, is indefinite and exists only as a spectrum of possibilities" ~ Stephen Hawking.
"We cannot solve our problems with the same thinking we used when we created them" ~ Albert Einstein
"Waste no more time arguing about what a good man should be. Be one." ~ Marcus Aurelius