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Not long after I talked about building search campaigns that convert, Google rolled out its “Enhanced Campaigns” feature. Designed to integrate mobile campaigns into AdWords more completely, the change has been met with a number of questions and concerns. The biggest question, by far: “Enhanced”" for whom, exactly? Read on and see…
You probably built your website years ago by now. You’ve probably never updated your CV, just added your latest jobs and clients to the top. Your corporate bio, what you do, your products and services were probably written back either when your company opened, when you ported your brochures to the web, or the last time you did a major revision. Like I said, probably years ago.
The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. But when it comes to search engine advertising, like Google AdWords, you need to think about your offer and call to action a bit differently. The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won’t actually buy.
Last week, I explained how to succeed with B-list bloggers, but maybe some of you aren’t convinced. So, this week, I want to draw an analogy to successful Google AdWords approaches so that you can see how to apply that same technique to blogger outreach. When it comes to reaching out to bloggers online, there’s a lot you can learn from Google AdWords. Long-tail blogger outreach is like long-tail Google AdWords advertising. Instead of putting all your money on the top ten most expensive and popular keywords that everyone bids on, smart advertisers segment their markets and hyper-target their highest-performing keywords with their most compelling ads and content while always pruning away their worst performers. Read the remainder of this entry »
Have you ever asked yourself whether you paid search program is all that it can be? Most of us suspect that we fall short in some areas, but who has the time to stay on top of every aspect of a Google AdWords account, on top of everything else we do all day? Or perhaps you want to check out what kind of job your agency is doing with all your paid search money. Well, WordStream has put together a scoring tool called AdWords Grader that tries to do exactly that–show you how your paid search campaign compares against everyone else who has scored their own campaigns. And best of all, it’s free. Read the remainder of this entry »