Posts Tagged ‘SEM’

Blog about new content or services – A blog post on your own site letting your visitor base know that you added something new is a great way to get the word out about new content or services.

Don’t forget about offline promotion – Putting effort into the offline promotion of your company or site can also be rewarding. For example, if you have a business site, make sure its URL is listed on your business cards, letterhead, posters, etc. You could also send out recurring newsletters to clients through the mail letting them know about new content on the company’s website.

Know about social media sites – Sites built around user interaction and sharing have made it easier to match interested groups of people up with relevant content.

Avoid:

  • Attempting to promote each new, small piece of content you create; go for big, interesting items
  • Involving your site in schemes where you’re content is artificially promoted to the top of these services

Add your business to Google’s Local Business Center – If you run a local business, adding its information to Google’s Local Business Center will help you reach customers on Google Maps and web search

Reach out to those in your site’s related community – Chances are, there are a number of sites that cover topic areas similar to yours. Opening up communication with these sites is usually beneficial. Hot topics in your niche or community could spark additional ideas for content or building a good community resource.

Avoid:

  • Spamming link requests out to all sites related to your topic area
  • Purchasing links from another site with the aim of getting Page Rank instead of traffic

Here are some Google AdWords optimization tips that will increase your click through ratio and lower your cost per click.

  • Divide your keywords into campaigns. Each campaign could refer to a specific product category or promotion. This will let you set different options for each campaign and obtain more accurate return on investment (ROI) data
  • Only target customers who speak your language. For example, if you website is only in English, then only target users who understand English
  • Only target countries where your customers are. If you find that the majority of your customers are from the U.S. and Canada, then only select those two countries for your ad to appear in.
  • Enter as many targeted keyword phrases as possible. Don’t make assumptions on whether a keyword phrase will attract clicks
  • Include misspelled keyword phrases. I find they produce the highest click through ratios as they typically have little competition
  • Breakdown your keyword phrases into groups of similar keywords that can be targeted using the same titles. This will produce the higher click through rates and lower cost per click
  • Use “Exact” and “Phrase” match to improve your click through ratio and lower you cost per click. For example:

[search engine optimization] – Exact match
”search engine optimization” – Phrase match
search engine optimization – Broad match
-search engine optimization – Nagitive match

  • Include negative keywords to avoid click throughs from people you don’t want to attract. For example, all software promoters should include keywords such as free, hack, crack, warez, etc., which are entered by people looking for free or hacked versions of the software
  • Minimize the use of “stop words” such as “in, on, at, from, and, etc.” in your ads. For more information on stop words
  • Set your initial cost per click bid as high as you can afford. This will help to get as high a click through rate as possible. After you have achieved a reasonable click through ratio, you may lower your bid. The high click through rate will help you to achieve a higher position for your bid
  • Set a high enough bid to at least get your ad into the top 8 positions, or the first page. If possible try to bid for the top 2/3 positions to get your ads “above the fold” – visible content that does not require the user to scroll down the page. This will help you to maximum your click through ratio
  • For extremely popular and competitive keywords that cost far too much to the top positions, don’t be afraid to settle for low cost bids that give you rankings in the 40-50 range. They can and do attract click throughs
  • Enter a reasonable daily campaign budget. Make sure it is sufficient; otherwise your ads may not appear every time your keywords are searched
  • Uncheck the “content sites in Google’s network” checkbox, if you do not want your ads to appear in content-targeted pages. People have reported that content-targeted ads generally attract a lower click through and ROI ratio. Please note that by choosing not to display your ads in the content sites in Google’s ad network, your ads will not appear in the Google Directory and Google Groups, aside from other highly trafficked sites
  • Always include the main keyword phrase you’re targeting in the ad title. If the keyword phrase doesn’t fit onto one line, let it continue on the second line. When a user searches for the keyword phrase you’re targeting, it will be highlighted in bold and will help to draw attention to your ad
  • Always test 2 or more ads simultaneously. Google will automatically display more of the better performing ad. After a while, replace the lesser performing ad with a fresh one. Continue this process in your never-ending quest to improve your click through ratio and lower your cost per click
  • Test ad groups by pausing them to see what effects it has on your conversion ratio and return on investment. Add the ads back into the system by selecting the “Resume” option
  • Test ads by changing the title, description, and displayed URL. Also try changing just one word in an ad. You could be surprised by the results. I have had ads perform up to 30% better just by changing one word in the ad
  • Don’t be afraid to pause and delete ad groups and campaigns that are not producing a return on investment
  • I have seen Google AdWords ads appear in the 2 premium positions that are usually reserved for large advertisers. These positions typically produce higher click through ratios. So it can pay to bid for the top rankings
  • Optimize your return on investment by watching your average cost-per-click, not your maximum cost-per-click. Quite often you can drive more click throughs by setting a much higher maximum cost per click, yet keeping your average cost per click (CPC) low

For more Google AdWords optimization tips from Google, visit

http://adwords.google.com/support/aw/bin/static.py?hl=en&page=tips.html