How to Create an Effective Social Media Campaign

30 Jun 2014 | written by Samantha Karren for the Social media section(s)

So you’re convinced. Social media is here to stay and you want a piece. But how?

Social media isn’t a one-size-fits-all marketing tool. By definition, social media is an online space for people to communicate. More accurately, social media is a way of life.

How do you make social media part of your business’s “way of life?” Align your goals for your online presence with the goals of social media in general.

Goals of Going Social

First, stop thinking of social media as a toy and time-waster for your business (that’s what the teens use it for, not you). Many businesses are taking social media more seriously. Why? They recognize that social media “optimization” can be more valuable than doing the tango with Google.

Even businesses who think they have a “boring” industry or a niche that’s not “social worthy” are discovering the benefits of going social. Some of those benefits are more awareness, better branding, customer interaction and engagement, and more sales and conversions.

Organization social media goals study

The trick is not to approach social media with the hope that you’ll make money fast.

In its nature, social media communication is much more, well…human than PPC or SEO. Think about it: people use their real names, upload pictures that they took of themselves just seconds ago, and communicate directly to their friends and family. People use social media to replace birthday cards, party invitations, emails, phone calls, classified ads, and much more. In order for your business to fit in, it too has to be human.

Joining or Creating a Community

Think of your business as joining an online community. A community is a localized group of people. Your ideal community could be literally a geographic location, or more intangibly, a group of people with similar interests.

Your job is to build your business credibility within that community. First, you have to find where your ideal community already exists. In other words, identify the right social media sites.

Start your research with the biggest networks:

  • Facebook
  • Twitter
  • Pinterest
  • Google+
  • LinkedIn
  • YouTube
  • Pinterest
  • Instagram

Then look at smaller, niche networks, like Digg, StumbleUpon, and Flickr. Figure out where you will find most of your potential customers. (Law firms won’t have much to do with Pinterest, for example, and retail stores won’t reach many customers on LinkedIn.)

When deciding which sites to focus your time and energy on, use this brainstorming process:

  • Business objectives and goals à target customers à Ideal site.

Another thing to consider is whether your business should have multiple accounts, such as a corporate-level account and a few local store accounts. Customize your social media accounts in a way that will help you connect in a human way with your target demographic.

Brand Awareness

Branding should be a consistent part of your strategy. Connect (link) your social media accounts and keep your “human” aspect consistent across all of them. You should also link your social pages to your business listings, to your website, and back again. With each click, your potential customer can become more engaged, more interested, and more trusting of your authority.

That is, as long as you have good content.

Being Human with Content

Great content on social media can accomplish:

  • Branding
  • Awareness
  • Credibility
  • Engagement
  • Value
  • Reputation management

When using content on social media, remember to keep your message and your brand consistent. Content reflects your company’s voice, personality, and your human-ness.

Content should also engage or fulfill a need, for example:

  • Inform
  • Promote
  • Question and Answer
  • Hold a competition, contest, or sweepstakes
  • Provide customer service
  • Give tips and tricks for using your products or services
  • And much more

Humans generally don’t focus on just one subject every time they post to social media. Thus, neither should your business. Oddly enough, it actually increases your relevance and credibility to comment or post about slightly off-topic but common interests of your “community.” If you’re a restaurant, for example, posting updates about healthy food choices or commenting on articles about eating out with kids can all be extremely relevant, because they’re subjects your audience cares about. Be aware of current events that may interest your followers.

Update frequently. But never just post fluff. Humans mark fluff as spam. Keep it high quality using images, rich snippets, links to sources, authorship credit, and schema markup that will make your posts look amazing.

Problem Targeting

Use social media to target problems or business needs. For example, is your competition beating you up? Do you want to develop a new product customers will love? Need a better way to manage feedback or handle a crisis? It seems less direct than saying, “I want a social media campaign that increases conversions and my bottom line,” but problem targeting can have just as big of an impact.

Consider: you can use social media to research what your competition is doing and what’s working. You can use Facebook to get feedback from customers. Develop products using customer input. Follow Twitter conversations to monitor and listen to customer complaints. Spend less time and money on crisis management in your office by addressing issues instantly and directly with your customers on social media.

All of it means more money in than out (plus all the perks of a better reputation).

Measurement

common social media goals and measurements

Finally, measure ROI on your social media campaign. It’s hard to measure exposure and credibility, but you can measure your impact indirectly. Just remember, your social media goals could be driving traffic or getting more conversions, but they could also be saving money by handling customer service issues on Twitter instead of over the phone. Get creative.

Also, give it time. Don’t expect big monetary returns right away. However, if your social media strategies don’t seem to be having any impact, you may need to go back to the goal-setting and community-identifying stages.

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Three Easy Changes for Optimizing Your Mobile PPC Campaigns

24 Jun 2014 | written by Elizabeth Baier for the PPC section(s)

PPC ads are one of the most valuable online marketing techniques for businesses looking for conversions because the results are easily tracked, which means you get answers about where your traffic is coming from and what actions the ads are driving—therefore, giving you all the information you need to determine the worth of your investment. Maybe you already know this and have some campaigns up and running. If so, now is the perfect time to evaluate your strategy and make some simple optimizations for your mobile campaigns in hopes of getting even more conversions.

Why Mobile-Optimized PPC Ads Are Important

Everyone has a cell phone these days. And all the cool kids are using a smart phone. These phones allow the user to browse the web, social apps, and play games all from a handheld device. For our conversation purposes, we’re going to focus on the fact that they use the web to search; users search while they are eating out, shopping around town, and trying to find a business and they usually want a quick answer. Your ads will only be clicked if they are targeting the user in the correct context

Consider this illustration about two different people searching for the same thing but receive specialized ads based on their search platform, time of day, and location:


[1]
The ad for User A is carefully crafted to meet his needs. He’s at home, around lunchtime, searching for a pizza joint for lunch. The copy is optimized for the context and reflect his needs (delivery). The ad for User B is perfectly created, too. She is looking for a place to get a few cheap slices of pizza while she is out and about. It is optimized for the mobile user, and we are willing to bet that she is more likely to convert with that ad than if she viewed User A’s ad.

Now on to the optimizations.

Make the CTA Obvious

Don’t force the mobile searcher to spend time looking for contact information. Your call to action and preferred method of contacting (probably a call) should be obvious and easy to do. If we use the illustration example again, the call button feature is enabled on this campaign, which means the searcher can press that button and call the number directly from the ad.

This is the recommended way to offer phone number information on Google. (In April of last year, Google disabled the option to have an actual phone number listed in mobile ads.[2]) There’s no visiting a website and then hunting for a phone number. You make conversion easy and smart phone users like easy. Luckily for you, making this change is simple as well:

  • You can set up a Google AdWords call extension feature on your ads.[3]
  • When the extensions is called, you will be charged a fee, but it may be worth it considering your new business.

This obvious call-to-action business isn’t just important for ads that advertise immediate services—it also applies for landing pages. If your ad directs someone to a specific landing page, the call to action should be clear (call us, visit us, order it, schedule an appointment, fill out a form, etc.).

Cut to the Chase

Mobile-optimized PPC ads don’t need to include a lot of copy. Your words need to be constructed thoughtfully to meet the needs of the searcher. Most searchers will just glance at the words, so this is not the time to be longwinded. Someone searching for a last-minute plumber might like to see the words “quick,” “fast,” “last-minute,” and other similar phrases in your ads. As long as the wording answers the searchers most pertinent question, you are in good shape.

Look over your mobile PPC ad copy now and optimize it so it gets to the point quickly. If you aren’t that clever, hire a company that has PPC solutions that will help you get more conversions.

Use Unique Incentives

Everyone loves a good deal and this even applies to mobile searchers. Run your campaign to include unique incentives (not found anywhere else) available only if the person converts. A mobile-optimized landing page is the perfect place to explain the promotion in more detail and then offer a code to use when the customer checks out or calls you to schedule a service. The key is to make the promo something the user can’t find someplace else. If you always offer 10% off a first-time service, then your ad won’t seem that special if you run that copy. People want to know they are saving money and feel like you are making an exception for them.

Optimizing for mobile is very important and is different than desktop strategies. Make these three easy changes today. One of the best things about mobile PPC campaigns is that you can adjust if you don’t see results and it’s pretty simple to do. Every industry is different and depending on your location or your specific clientele, you might need to adjust your strategies to leverage your services the best way possible.


[1] http://blog.hubspot.com/marketing/enhanced-campaigns-how-to-create-mobile-ads-in-adwords

[2] http://searchengineland.com/google-says-no-to-phone-numbers-in-ppc-ads-forcing-the-use-of-call-extensions-152592

[3] https://support.google.com/adwords/answer/2453991?hl=en

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The Top Three FREE Online Marketing Strategies You Should Be Using

6 Jun 2014 | written by Elizabeth Baier for the local internet marketing, online marketing section(s)

You don’t need to assume that marketing your company takes a lot of money. Thanks to the Internet, there are tons of free tips out there to help you. With minimal research, you can implement several of these options on your own. There are many merits to hiring a company to handle your overall SEO and PPC campaigns, but there are a few basic things you can take care of yourself before passing things off to the big guys.

Evaluate Your Website

You should look over your website every few months at the least to make sure things are running smoothly and you are getting the traffic that you want. Things like slow load times, typos throughout content, old and outdated content, etc. will prevent the user from having an enjoyable experience and could cost you thousands of dollars in revenue. There are many “check lists” out there that can help you identify some common problems, but here is a condensed list of the things we think are most important.

Check to see if you have a Sitemap.

Think of your Sitemap as a menu. At a restaurant, you expect to see a menu before you order, right? A Sitemap is a “menu” for search engine crawlers—the crawler can see everything you have (pages, links, and videos) and collects the information for future searches. Google, in particular, emphasizes the importance of this feature. Here is a simple tutorial to find out if your webmaster published a Sitemap, and if you find out you don’t have one, do a simple search like, “How to install a Sitemap” and you’ll get tons of results.

Verify that you have Title Tags.

Every page on your website should have a Title Tag. If you are unfamiliar, this is the tagline or the text that shows on the search engine results page. (See picture below.)

The Title Tag will also show up if you hover over the page/tab you’re in. As you can see, this effectively names your page and allows search engines to recognize what the page is about.

Your Title Tag MUST match what you actually talk about on the page. You will be penalized if you use hot topics to start ranking for something but it doesn’t match what is on your site. Hummingbird is all about giving the searcher what (s)he really wants and if you’re trying to trick people, that won’t fly.

Check for duplicate content.

You may have created your website in a hurry or didn’t have time to write unique content for every page. That would’ve been fine a few years ago, but these days won’t do you any good. Duplicate content throughout your site can hurt you in search engine rankings. There are many online tools that can help you find duplicate content and when you have more time, you can replace it with new, fresh content.

Get on the Social Media Train

These days you need more publicity than your website offers you. You need to board the social media train. This is a (relatively) easy and FREE tool that you have been missing out on. Choose the outlets where your customers are. For example, if you own a boutique, Instagram is probably one of your best tools. You can take pictures of your shop, your customers, new arrivals, and advertise your promotions for free! If you offer contactor services, you may want to put your information on some local directories instead of the Instagram route.

Making accounts, creating pages, followed by engaging your crowd on social media opens so many doors for your business. You seem more approachable, more personable, and clients can easily recommend you. You can promote sales, coupons, and new blog posts easily and for free.

There aren’t any good excuses if you aren’t on social already because it is very easy. Here are some instructions for popular platforms:

Feel free to branch out from the typical sites if you work in a niche industry or you feel other sites would best serve your clients.

Use (Positive) Testimonials for All They Are Worth

Most people say the highest compliment is a referral. Whether it’s by word of mouth or over social media, client opinions matter and you can use this to power your marketing. Many consumers conduct research before they hire someone for a job. The best way you can answer immediate questions about your services is through your website content, but the best way you can answer questions about quality of work and follow-through is by displaying testimonials (or case studies) proudly because:

Make sure your new visitors know where they can go to view testimonials or get more information from your previous clients. Publicize testimonials tactfully on your social media outlets and websites. Used correctly, testimonials will prove to be one of your best marketing tactics—and it’s free!

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6 Ways to Create Effective Coupons to Increase Sales

4 Jun 2014 | written by Samantha Karren for the Advertising, Small Business Tips section(s)

Wondering why so many customers fail to follow through with a purchase? In a study by PayPal and comScore, they identified the following reasons for online shoppers abandoning their carts:
reasons for online shoppers abandoning their carts

Consumers could give you a variety of other reasons for abandoning their shopping carts, but there is one way to address all of those reasons:

Coupons.

Coupon use is on the rise, especially among mobile phone users. One thing is clear: you should definitely be implementing coupons for your online shoppers. The next steps involve optimizing those coupons so that they lead to more purchases.

Strategic Coupon Offers for New Clients

There should be some strategy behind how you decide what coupon to offer customers. If most of your customers are new business, will you see results from offering 10% off for repeat customers? Probably not. You’ll need another coupon to entice more new customers to your door first. Decide what type of special will bring in new customers versus repeat customers, such as a particular product, an overall store discount, or a service that comes free with a purchase.

Coupons will be more effective if you align them with your current marketing strategy. For example, if you are a dentist’s office and your SEO campaign is currently focusing on clients looking for teeth whitening, then create coupons for “free teeth whitening for new patients” or “10% off teeth whitening with exam.” This is also a great way to test what coupons and ads bring in more business.

Custom Deals for Repeat Customers

Generally, it should be easier to guess what your existing clients want from you once they’ve already done business with you. Offer customized coupons based on the customer’s interests, such as these:

  • Birthday discounts you send to loyal clients on their birthday
  • Service reminders to clients who need service at routine intervals
  • Holiday specials
  • In-season products

Try to rise above “coupon spam” with your strategy. Consumers get tired of being bombarded with emails and texts that offer discounts they aren’t interested in. Give them coupons they really want and use.

Making Coupons Mobile Friendly

Now that you have a strategy, you need to push the coupon out to your customers. If your goal is to drive online conversions and sales, then you have to optimize your coupons for mobile users and online shoppers.
The future of coupons in mobile phone apps

Format your coupons for easy access on mobile devices, including smartphones, tablets, and laptops. You can format mobile coupons in a number of ways:

  • Text only (for text messages)
  • Images (for social media posts and emails)
  • Web-based coupon (for your website, an app, or other webpage)

Remember, your website should also be mobile-optimized, especially if you want mobile users to be able to find or redeem coupons on your website.

Distributing Coupons

It’s up to you to decide how your targeted demographic prefers to receive coupons. Some of the most popular methods are:

  • Text messages
  • Emails
  • Social media posts and updates
  • Apps
  • QR code scans
  • A clickable banner on your site

You may need to do some testing to see which distribution methods get the best response. Here’s a look at some customer-preferred methods:
Preferred method of receiving mobile coupons

Keep in mind that you have to capture the customer’s phone number or email before you can send them a coupon code. QR codes work great for customers who are already in the store. Social media coupons can also entice customers to follow you or submit their phone and email to receive future updates. Social media coupons are a great way to bring in new leads, because you can urge users to “share this coupon with friends.”

Managing Coupon Logistics

It seems obvious, but make sure the terms of your coupon are clear. The coupon should state where and how to redeem the coupon and provide a clear window before expiration. The urgency conveyed by your coupon can also affect how likely the coupon is limited to one per customer, per visit, etc.

You don’t want to lose money with coupons. Use Michael Scott from “The Office” as an example for good or bad. It’s great to start with a cute coupon idea like a “golden ticket,” but make sure the discount doesn’t backfire and cause you to lose money because you didn’t establish terms or set limits on who can redeem the coupon and how often.

Tracking Coupon Redemption and Sales

Finally, set up a redemption code to help you track the coupon’s performance. Some websites offer unlimited coupon use for whoever enters the code at checkout. Others offer a completely unique redemption code for each customer. It’s up to you. Just make sure you can keep track of how often those codes are used at checkout and whether it improves purchase rates.

Want to improve customer retention as well as first-time purchases? Update your coupon strategy often and keep them coming!


References:

http://www.entrepreneur.com/article/218200#

http://www.slideshare.net/webanalyticshungary/coupon-marketing-optimization-to-decrease-cart-abandonment-anna-sebestyen-at-web-analytics-wednesday-budapest-hungary

http://mashable.com/2010/02/10/online-coupons/

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Three Pros and Cons of Using Mobile PPC for Your Clients

2 Jun 2014 | written by Elizabeth Baier for the Mobile Web, PPC section(s)

Paid search marketing is all the rage in 2014. In a study conducted last year by Hanapin Marketing, 73 percent surveyed said they were planning to increase their PPC spend this year. Why are the pros investing more in this platform? Because these ads get conversions and make money for clients. Now with the addition of Enhanced Campaigns in AdWords, marketers should tailor their copy based on what type of search it is, mobile or PC, to see optimal success.

Obviously every online campaign is unique, and some strategies won’t work for certain industries, however, generally speaking, there are many pros to using mobile PPC campaigns.

Pro: Greater Visibility

PPC is an awesome tool for many reasons, but since we are talking about mobile PPC, we wanted to highlight that it is a sure way you can get visibility for your client without needing to be a top 3 competitor in the organic results. In 2013, 50% of mobile searchers used their phone to begin the search and research process. Using PPC ads can be a good way to get your client noticed from the beginning and plant the seeds for later conversion.

Pro: More Control

Marketers now have more control than ever over mobile PPC campaigns. And control is crucial if you want to acquire new clients or increase your sales. You can control who sees your ads at what times, what ads show depending on the type of device, and better analytics allow you to make informed decisions about your campaigns going forward.

Pro: Quick Conversions

Today’s Internet users are (at least a little bit) tech savvy. They know the difference between a paid ad and an organic search result. This can work for you or against you (we discuss this later). People are more likely to click and convert on a mobile PPC ad than other devices IF your ad targets exactly what they are looking for and uses the right extensions.

Say someone is looking for a place to eat lunch while out shopping. You own a pizza restaurant down the street and offer a $5 lunch special. With a quick mobile search, your ad is the first listed because it is near the searcher and you advertise that popular special. The searcher is hungry and the location is convenient enough. S/he clicks to call and makes a to-go order. There’s a conversion right there.

It was hard to point out any cons of mobile PPC marketing because this is one of the best tactics you can use, but we did find a few to bring to your attention, and these should be considered when you are crafting your ads.

Con: Limited Time

With any type of mobile marketing, it all comes back to timing. Someone searching on their phone isn’t willing to spend a ton of time trying to find what they are looking for. The marketer only has a few seconds to make an impression on the searcher before he/she will either try new search terms or swipe past. Your available time to convince someone to click your ad is very limited, so you need to feel confident in your ad copy and make sure it is targeting your ideal demographic to avoid wasting money.

Con: It’s Easy to Avoid Your Ad

As you know, using a smartphone to search is very convenient. It’s just as convenient to swipe past the ads. When we mentioned that searchers know the difference between a paid ad and an organic result, this is what we meant by saying it can work against you. If the searcher already knows who or what they are looking for in the search and they don’t want a paid ad, they don’t have to click it. This obviously reduces the number of conversions.

Con: You Have to Have a Strategy

PPC isn’t one of those things that you can do willy-nilly (unless you have unlimited money). You have to have a strategy in place and do the needed research and work to make the campaign successful. You need to use analytics to figure out your target demographic and find out when they are searching, then capitalize on the opportunity. With mobile PPC, your success depends on your overall mobile strategy. Are your ads directing customers to optimized mobile landing pages or a generic website page? The former will lead to more conversions and the latter will guarantee a bounce.

Integrating mobile PPC ads into your overall marketing strategy is a necessity. Mobile searches are on the rise and you could be missing out on potential customers and revenue if you don’t utilize the latest tools.

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Year by Year: How Google AdWords Changed Online Marketing Forever

22 May 2014 | written by Elizabeth Baier for the Advertising, internet marketing, online marketing section(s)

How Google Adwords Changed Online Marketing Forever

Let’s take things back to the year Y2K. That’s when Google launched the first version of AdWords and at the time, only had 350 customers.

To be honest, the idea wasn’t completely original. AdWords was a variation of an idea developed by Bill Gross: featuring PPC ads on his search engine on GoTo.com. There was a legal dispute when Google launched their version, but it was settled outside of court and AdWords went on to become a very profitable entity for Google. The ads made more than $70 million in the first year.

Just like anything else Google does, it changed online marketing forever.

Within a couple of years, the platform made some improvements and launched AdWords Select. The new changes included CPC-based pricing, so advertisers could pay only when the ads are clicked instead of by impressions. There were several other benefits, as well:

  • A built-in “discounter” ensured that you paid the lowest amount possible and adjusted to the marketplace
  • It only took four steps to create a new campaign
  • There were tools to make sure the ads were shown to a targeted demographic
  • You could choose specific countries to target and it made ads in different languages

Things only got better from there. The display network came in 2005, as did conversion tracking. Up until that point advertisers couldn’t pinpoint what leads were coming from which keywords or ads. Google added a keyword tool and enhanced the display network, which enabled it to show more relevant and advanced ads.

Google’s account management service was also launched in 2005. Jump Start offered a service to set up your campaign for you, handling the first steps of the process, and then handed off the campaign management to you after the initial set up.  This was also the year that they finally offered a training program that taught you how to set up campaigns correctly.

The Google Online Marketing Challenge started in 2008 and is still held every year. More than 50,000 students have participated through the years and this opportunity gives students and professionals the chance to put their mark on the digital marketing landscape.

Last year, AdWords launched Enhanced Campaigns. In short, this update included the ability to match ads with context, meaning you can now optimize ads for mobile and desktop users and even make adjustments for time and location of search. Enhanced allows you to bid more or less depending on these specifications. Most importantly, there was an algorithm update last year—this is currently how Ad Rank determines your position in the live auction.

How Ad Rank determines your position in the live auction


We already know 2014 will include AdWords changes because they are hosting a livestream on April 22 to announce new innovations.

Users Don’t Need to Be Pros

Sure, there are hundreds of online marketing firms that now specialize in PPC advertising. Heck, we are even one of them. But the average user doesn’t need to be a pro to start seeing success. The platform is inherently easy to use with Google’s guidance and you don’t need to hire someone to do your ads if you don’t want to.

  • Campaign creation only takes a few minutes
  • There’s no minimum buy
  • You can pay only for clicks
  • You can stop or pause the campaign whenever you want

Whether you want to use Jump Start or try to do it yourself, you have options. If you decide to go with the expert route, make sure to choose a company that is a Google AdWords Certified Partner.

Results-Based Advertising

AdWords takes a lot of guess work out of online marketing. Up until Bill Gross’ idea, there wasn’t any way to get your advertisements in search results. Now that thought is foreign because we are all very accustomed to seeing paid ads when we search.

AdWords allows companies and advertisers to see metrics and results from their advertising efforts. Whereas SEO strategies can take months to see results, advertisers can start seeing the fruit of their labors—ahem, money—very quickly.

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Google Announces Algorithm Update: Panda 4.0

21 May 2014 | written by Mei Lam for the Google News, SEO section(s)

Google recently announced a new update to the Panda algorithm which is being deemed, Panda 4.0. Here is some useful information about algorithm updates, the Panda update and how it will affect you.

What are algorithm updates?

Google as well as other search engines continually update their search algorithms to improve search experience and provide quality results. These updates are designed to limit the ranking ability of sites that Google may deem as low quality. There are believed to be more than 200 factors that play into the algorithm and helps decide the rank of a website. These can include signals related to links, on-site content, website structure, page load time, user experience, brand mentions and much more. As Google gathers and analyzes data they will make updates to limit what they deem as lower quality sites from ranking. The efforts of SEO are designed to optimize sites for the many signals that help Google define a quality site.

It is important to keep in mind that Google isn’t perfect; there is always a level of collateral damage when updates are pushed out. Quality sites can and have lost rank due to these updates. No site is immune to updates. The intent is to work to stay within Google guidelines and adjust strategies as needed when the search landscape changes due to updates.

Read On

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Three Niche Marketing Tactics You Should Use to Gain More Customers

20 May 2014 | written by Elizabeth Baier for the internet marketing, local internet marketing, online marketing section(s)

Three-Niche-Marketing-Tactics-You-Should-Use-to-Gain-More-Customers

If you haven’t already begun to explore the realm of niche marketing, it is time to start. Niche marketing is more profitable than broader tactics because you are targeting a narrow group—a group that truly wants what you are offering.

When people are looking for your services or answers to common questions related to your industry, they want answers quickly and you have the opportunity to be the number one source of information.

Google is holding strong as the search engine marketing share leader with more than 65% of searchers using a Google site to find information online. Google’s large algorithm (“search recipe”) update released in fall 2013 focused on understanding the context of the search and then giving the best results—what the user really wants to know a.k.a. niche information.

This change accommodates long-tail, question-like queries, which most searchers use in their day-to-day life. With this change, there is a less attention on anchor text or targeted keywords and more attention on the actual content on your site and the information it offers. Read On

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Why Negative Keywords Are Critical to Your PPC Campaign

16 May 2014 | written by Tim Dillard for the PPC section(s)

Why-Negative-Keywords-Are-Critical-to-Your-PPC-Campaign

PPC is very complex with many moving parts. Markets, trends, Google, and Bing are constantly changing. I’ve been working on PPC accounts for years and still learn new things all the time. As complex as PPC is, there are a few simple things you can do to improve the performance of your PPC campaign. The emphasis for today:

Negative Keywords

The reason I felt it necessary to talk about negative keywords stems from a few experiences recently. The past couple of months, I have audited five accounts for Adwords users. They were looking for someone to take over their account due to low performance. Some of these businesses had been running Adwords themselves, while others had other agencies run them.

A recurring problem I see is a lack of negative keywords, or this situation: negative keywords that were added when the campaign started, but never added in the future. Adding negative keywords should be happening constantly, particularly early on in a campaign.

Of the many things I did to clean these accounts up, adding negative keywords was on of the most critical. Read On

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Going Beyond Rank: Not Your Father’s SEO

14 May 2014 | written by Samantha Karren for the online marketing, SEO section(s)

Going Beyond Rank for SEO

It’s time to update your traditional SEO tactics! Up until now, most businesses have focused on rank as the primary way for customers to find them. However, keyword ranking alone is not enough to sustain a marketing campaign.

Is Rank Dead?

Well, many factors affect a site’s rank and overall online impact. More companies out there are realizing the importance of this change.

The Internet marketing strategies at OrangeSoda are moving further away from short-term results and toward long-term customer relationships. Your site will ultimately draw more leads, more engagement, more quality traffic, and more conversions with these three factors:

  • Findability
  • Viability
  • Credibility

At OrangeSoda, we’ve discovered ways that target these three characteristics. The following ways can improve your online performance. Read On

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