After writing 5 Common Misconceptions About PPC, 5 common misconceptions about SEO was in high demand (not really, I just had an urge to write it). SEO / Natural Search just like Paid Search Marketing has many misconceptions associated to it, so I’m here to whack them right out of the park!
It Will Take Too Long to Start Ranking
You’d be surprised at how quickly your site can start ranking for keywords. Google will generally start crawling your website within 24 hours (that’s once you’ve told them to crawl it that is!). A combination of good content, HTML tags, titles and descriptions should see your site starting to rank for relevant keywords. Then once you start acquiring back links, creating fresh content and getting a presence on social media these rankings will continue to improve.
Content is All That Matters
Content may be king, but a king needs to be backed up by its army and family! In this case, it’s on page optimisation & structure, a good strategy and social media presence that will see the king keep its reign! Content is only a small part in determining your natural search engine rankings.
PPC / Paid Search Marketing / Pay-Per-Click can be a funny old world and one that can be a bit of a mystery to some people. Here are some of the most common misconceptions about PPC and why they’re complete rubbish!
Your Work Is Done Once Someone Clicks On Your Ad
Wouldn’t that be nice?! But no, sadly it doesn’t quite work like that. The ad copy you write plays only a small part in determining the success of your paid search campaign. The landing page needs to be relevant to both the keyword and ad. You might have a fantastic clickthrough rate on your ads, but if you’re not getting a good conversion rate then you’re work is far from done! Arguably on site optimisation is just as important as the set up and delivery of your PPC campaign.
You Have to Be Number 1 To Succeed
Unlike in natural search rankings, it is not always best to be number 1 for PPC. Number 1 rankings mean you pay a higher CPC (cost per click) and more people will see your ad but not necessarily click on it just because it’s top. Not all your keywords will be keywords that convert well or that are completely relevant to what you’re offering/selling, so you don’t want to be spending higher costs just to be at the top of the page. Your ads will still get clicked on when they’re not in poll position and you’ll still be able to achieve a ROI.
Deciding to take up an internship a big choice (it definitely was for me). Yes, you might not be getting paid but the opportunities that await you afterwards are fantastic. So, how do you make the most out of your Marketing Internship (or non-marketing)? Well, read on my friend…
As an intern you’re sometimes expected to just listen and get on with what you’re meant to be doing. Asking questions is the best way to learn. If you don’t understand why something is done in a certain way, then question it. The worst answer when asked why do you do something in a certain way is – ‘we just do’ or ‘it’s the way I was taught’. You’ll learn so much more by asking questions. Obviously you can ask too many questions, so don’t ask for the sake of asking and try ask insightful, meaningful ones!
Find Out How You’re Doing
Don’t wait to be told how you’re doing, instead ask! One-to-one’s, reviews or appraisals are great to get feedback on how you’re doing and how to develop, but you don’t have to wait until you’re told to find out. It shows that you care and are enthusiastic about developing by asking how you’re doing in your role and how you can develop.
Ask to Learn Different Things
If you’re not quite getting everything out of the internship that you wanted or you haven’t learn about a certain area, then there’s no harm in asking! As long as you don’t make it sound like you’re unhappy in your role, instead that you’d like to expand your skills then you’ll show that you’d like to develop yourself further and what employer doesn’t want that?!
Happy New Year to you all! Forget giving up eating junk, trying to quit smoking and generally making resolutions you’ll never stick to, this year why not focus on your paid search strategy and instead of not doing things, create solutions for your PPC and make it work even harder this year! Here are just a few solutions to get 2013 off to a good start and optimize your PPC campaigns straight away.
1. Turn Off What Doesn’t Work
Are you spending money on keywords/ad groups/campaigns that doesn’t give you a return? If a certain ad group or keyword isn’t converted then do you want to be using your budget on it? Probably not I’m guessing (that’s if you are targeting conversions). Looking at historical data to determine what works and what doesn’t is the best place to start. It can sometimes be a little too easy just to pause/delete something that doesn’t appear to work though, so try to optimise in these areas to see if you can improve conversion rate. The below might help with this.
2. Review Your Landing Pages
Landing pages have arguably the biggest influence in conversion rates. You may have the best ad copy in a well structured ad group, but that means squat if you’re not landing them onto the best page possible. Take the start of the year as a good time to review all the landing pages you link to. Do you have custom page pages for certain keywords? Or are you using generic pages that were set up to people already on your website? Use common sense to think if there is a better landing page and analyse your conversions results for a certain period.
Landing page A/B testing is the best way to establish which landing page is best. Use the same ads and make the only variant between them the destination URL. Remember it doesn’t have to stop after one test, you can take the top performing landing page and test that against another and keep going until you think you’ve optimised enough (not that it can ever be enough in paid search marketing!)
3. Test Your Copy
Does the perfect ad copy exist? Arguably not if you ask me. Okay, so you may have found a certain ad(s) give you really good clickthrough rates (CTR) and a conversion rate you’re happy with, but is this the best ad copy possible? Ad copy should be reviewed and tested constantly. Again A/B testing can be used to establish the most effective headlines, description lines and even display URL’s. Never stop testing!