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10 Quick Tips To Improve Your SEM Search Engine Marketing – Rohan Ayyar

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Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

Search Engine Marketing (SEM) is the process of improving your website’s visibility on search engines, primarily by showing ads that target the keywords your customers are looking for. To some extent, this also involves organic marketing, or what is better known as search engine optimization (SEO).

Assuming you have a fundamental understanding of SEM platforms like Google AdWords and Bing Ads, as well as digital advertising methods like Pay Per Click (PPC), here are ten quick ways to improve the effectiveness of your campaigns. SEM.

1. Don’t start without keyword research.

If someone says “the keywords are dead” just look the other way. Keywords or search queries are always at the heart of search engines, and with the rise of voice search, you need to target even more semantic terms and long tail keywords. Use tools like SEMrush Keyword Magic or Topic Research to generate relevant lists of primary and secondary keywords (and associated or industry-specific phrases that your audience is looking for) before starting any SEM campaign.

2. Base your ad format and copy on the nature of the SERPs.

There are three types of search queries: informational, navigation, and transactional. Search engines change the way they display ads depending on the nature of the query. For example, the transaction terms generate Shopping ads that display the product and the price. Make sure to create ads based on searcher’s intent, keeping your customer journey and sales funnel in mind.

3. Optimize for cross-channel marketing.

Search engines take many factors into account when ranking a website for a keyword or phrase. This includes the relevance of your content as well as the value of your branding. As a result, even your campaigns on other websites, social media, or even traditional channels indirectly influence how people search for your brand terms and how Google associates your brand with unbranded terms.

4. Watch your competition closely.

SEM is a channel where you can easily emulate your competition – and beat them with a few tweaks. After all, your options are limited by the functionality of the ad exchange or platform, like Google AdWords. In addition, you can also bid on your competitor’s brand terms if they are not, as well as your own to keep them from getting the upper hand without spending a lot.

5. Use guides.

Half the money spent on advertising is wasted. The problem is which half. Determine your key performance indicators (KPIs) at the start of each campaign and monitor each metric – like cost per click (CPC), cost per acquisition (CPA), customer lifetime value (CLV), clickthrough rate (CTR), ROAS (Return on Ad Spend), and so on – it’s important for tracking your KPIs. Be aware of the standards and averages of these metrics in your industry to be sure your budget is being used wisely.

6. Get professionals to write your ad copy.

Search marketers and account managers can be forgiven for thinking that if they understand the ad platform, they can copy the ads as well. Big mistake. Bring in a creative team to create your titles, texts and graphics, and have them checked by a subject matter expert for the technical details. The traditional approach to advertising always works best, if you can do it and scale with digital speed.

7. Effectively target desktop and mobile devices.

People search in different ways from mobile and desktop devices. Mobile queries have immediate, location-based context, while desktop searches are more focused on information gathering. The cost of these ads also varies accordingly. Create different ads for mobile and desktop taking these factors into account.

8. Target locations carefully.

Google AdWords allows you to geographically target people using attributes such as their IP address, GPS coordinates, or specified location. Apart from that, you can target customer segments at the national, regional or proximity level (radius around a location). Research the cultural preferences and external influences in each location before launching a campaign in that region.

9. Use all the features of the platform, especially the news.

Google AdWords frequently changes the way its ads are structured and displayed. They introduce new “extensions” from time to time, allowing you to add critical information such as a phone number, limited time offer, or shipping information to your ad copy. These features are displayed prominently by the search engine itself, so there is no point in ignoring them. You can also use different bidding strategies depending on these characteristics and factors such as time, location, and device.

10. Always test.

Keep experimenting with different facets of your campaign. You can test the keywords you’re targeting, parts of your ad copy (headline, link, etc.), text, layout, and calls to action on your landing pages (where visitors land when ‘they click on your ad), bidding strategies, and more. Based on the results, you can start new campaigns, stop the poor performing ones, and get more ROI over time. This is by far the fastest, most efficient way to find the growth hacks that are right for you!

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Four Search Engine Marketing Updates Busy Marketers May Have Missed

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Google changes so often these days that many marketers have a hard time keeping up with it.

Just look at all the Google algorithm updates to give anyone a headache.

Marketers need to keep up with them though, even if search engine marketing is only a small part of their job.

At a recent Econsultancy event in Singapore, Digital Outlook 2017 Part 2, hosted by NTUC, delegates received an overview of several important changes recently made by Google. Here are four provided by search engine marketing expert Eu Gene Ang, Econsultancy’s lead trainer in Asia.

1) It’s time to review your AdWords campaigns

Search engine marketing is not always at the heart of a brand’s digital strategy, and as a result, AdWords campaigns can often be left unattended for long periods of time.

Eu Gene has advised brands to review AdWords now, as the Search Engine Results Page (SERP) has changed dramatically over the past two years.

First, the SERP previously had two columns, including one dedicated to AdWords ads, but now it’s a single column designed to appear the same on mobile and desktop.

While this change might seem somewhat trivial, one important thing for marketers to note is that the old SERP had up to 11 ads at the top of the page …

… And now the top of the SERP only has four ads with three more at the bottom.

As the potential ad space on the first SERP has been reduced from 11 to seven, keyword and bid optimization has never been more important.

Another major change to the SERP is that the text of the AdWords ad has been significantly expanded. Previously, advertisers were limited to one title, subheader, and link.

Now advertisers have a lot more space to draw attention to their brand, internal site links, and even reviews.

Marketers are encouraged to review their current AdWords ads and inquire about extensions at Google Support Site.

Keyword bidding strategies have also undergone a number of upgrades over the years. While advertisers can still bid on individual campaigns, ad sets, and keywords, Google has added several strategies that will make your life easier. These include:

  • Target search page location – to help you stay on top of the SERP
  • Target CPA – where you set a conversion goal (cost per acquisition) and ask AdWords to budget based on that conversion
  • Target upgrade share – to help your ads stay ahead of a specific competitor
  • Maximize clicks – to generate the most traffic to your site
  • Improved CPC (cost per click) – which adjusts your manual bids to help you get more conversions

You can find more details on each of these strategies at Google AdWords Support Site, but in short, Eu Gene’s recommendation is that marketers should avoid spending a lot of time on manual bidding and “let Google’s AI do your bidding for you!” “

2) organic search engine optimization is also evolving

An entire industry has grown around content optimization and page markup for Google, commonly known as Search Engine Optimization (SEO).

However, as Eu Gene pointed out, almost all SEO is based on the idea that Google is an ‘information engine’ that simply reads content from a web page and stores it in a database. indexed. The theory behind SEO is that the easier you make it easy for Google to read, store, and recall your site information, the more your page is optimized for a top position on the SERP.

Today, however, Google is moving from an “information engine” to a “knowledge engine”. Instead of showing search results purely on the basis of keywords, Google now aims to understand each user’s intention and provide the best possible response on the homepage.

This change is quite noticeable when searching for a well indexed subject such as a movie, a company or a country. While Google always offers results based on the keyword, the SERP also displays “knowledge” (like Google searches semantically, finding data it thinks the user wants to see).

Here we can see that a search for “Laos” not only provides a normal SERP (left), but there is also a “Knowledge Panel” on the right containing commonly searched details on the topic.

This means marketers need to reconsider their keyword strategy and make sure they don’t try to optimize for short keyword terms that are already well supported by Google.

Additionally, for retail brands, Google may provide locally relevant business information in the Knowledge Panel. While Google indicates that it is not possible for marketers to modify this panel directly, the best practice is to keep all information on the brand website up to date so that the brand website remains the central authority for brand information.

3) Google goes mobile (again)

On April 21, 2015, Google updated its algorithm to rank webpages that appeared correctly on mobile higher than those that were optimized for the desktop. Known colloquially as “mobilegeddon,” this update resulted in a 21% decrease in non-mobile pages on the first three pages of search results, according to BrightEdge.

As Google said at the time, however, “mobilegeddon” was just the beginning.

Recently, Google announced that it will divide its page index into two indexes, one for pages optimized for mobile and another for those that are not.

Participants were also warned that the non-mobile optimized index will not update as often as the mobile optimized index. This means that brands that are not optimized for mobile may not have the most recent information on Google and may not even appear in a mobile search.

Delegates whose brands have not yet optimized all of their web properties for mobile viewing have been strongly advised to do so now.

4) RankBrain is a new misunderstood SEO ranking factor

Finally, Eu Gene told delegates about a new Google ranking factor that uses artificial intelligence to process search results and deliver more relevant results for users. Called “RankBrain”, it has been widely misunderstood by many marketers as another SEO ranking factor for which they will need to optimize their website.

According to Gary Illyes of Google, however, there is no RankBrain “score” and it is not possible to optimize a website for RankBrain.

Instead, RankBrain acts as an interpreter of both searcher intent and website content to find the best match for the user.

To make sure brand websites don’t fall into the rankings, Eu Gene suggested that marketers should ensure that the content is:

  • Costs – so that researchers are likely to see recently relevant information
  • Engaging – because RankBrain will assess whether previous researchers were satisfied with the results
  • Deep – so that RankBrain can better assess the relevance of the page for a searcher

While this seems like a difficult list to follow, Google has always advised that web content should “deliver high quality content” via a “useful and information-rich site” with a page that “clearly and accurately describes your topic.” .

So, the best practice for RankBrain is to simply follow the same Steps to a Google Compatible Site which have been recommended for many years.

A word of thanks

Econsultancy would like to thank Eu Gene Ang, Senior Trainer, Asia, Econsultancy for his presentation as well as the delegates who took the time to attend despite their busy schedules.

We hope to see you all at future Econsultancy events in Singapore!

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The missing piece of the puzzle: content automation

By Content automation No Comments

Rapidly changing buying habits are increasingly affecting the growth of organizations, and it is clear that selling content is a very important part of the sales process for businesses to achieve their goals. However, this sales content must be accurate, frequently updated and easily accessible to

sales teams in order to offer them the most relevant and specific assets for each sales situation. Personalization has also become a de facto necessity in sales, and buyers don’t just want it, they need it for them to navigate what is often a team buying experience. In addition to personalized content, the ability to easily find, assemble and distribute that content is also essential. Connecting these dots is also the basis for measuring what is working well and what is not, in order to improve and replicate it throughout the organization.

The world is now more interconnected than ever. In comparison, teams dispersed within a sales organization are interconnected through the sale of content. If created and managed effectively, content automation enables a smooth sales process, thus advancing your organization’s bottom line and bottom line. However, without content automation, your sales efforts are rooted in the past, stopping progress due to the inability to personalize and sell faster. It doesn’t have to be a Herculean effort to streamline content automation. It does, however, require a strategy that leverages the technologies to support it, thereby reducing complexities and improving productivity.

The missing piece

While our first annual edition Content Automation Trends Report validates that content automation is a key factor in any sales strategy, the overall sales strategy itself must be relevant to win repeatedly. End-to-end strategic sales execution is a methodology that integrates vital sales tactics such as content automation to both maintain and hone an effective sale. To find out more, go to our 2015 Sales Execution Trend Report and move beyond tactical selling to a complete sales transformation.

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Daily News from Online Research no. 21276

By Content automation No Comments

SurveyMonkey acquires TechValidate, content automation company

Aug 5, 2015

Online DIY survey specialist SurveyMonkey shelled out an undisclosed sum for the web-based software platform TechValidate, which specializes in collecting customer experience data and converting it into content for multi-channel marketing and sales.

Founded in 2007 by Steve Norall and Brad O’Neill, TechValidate provides a customer research and analysis platform for users to generate case studies, ROI analysis, customer testimonials and reviews. In addition, the company has assembled a search audience of millions of skilled business and IT professionals, who can be targeted to take surveys by job title, industry, country and organization type.

SurveyMonkey says the purchase complements its core platform creation, collection, and analytics services, allowing businesses to post marketing content based on their survey results. As part of the deal, SurveyMonkey plans to maintain TechValidate’s current headquarters in Emeryville, California, along with its management team, 50 employees, and current product offerings.

Recently appointed SurveyMonkey CEO Bill Veghte comments, “TechValidate’s automated content generation platform now helps every customer get the most out of their survey results. They took data analytics a step further and moved on to easily and effortlessly producing verified marketing content ”.

Websites: and .

All 2006-21 articles written and edited by Mel Crowther and / or Nick Thomas, unless otherwise noted.

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ZootRock’s Audrey Melnik on Social Media and Content Automation for Brands

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We all know how extremely important social media and content marketing is to brands and their online presence. In 2014, you simply can’t ignore these areas if you want to stay competitive in your niche. But, despite their importance in building brand awareness and ultimately increasing your revenue stream, many companies don’t have the time or expertise to optimize their content and social media marketing strategies. .

In a recent interview, Murray Newlands interviews ZootRock’s Audrey Melnik on how brands can manage their social media marketing more effectively, and why outsourcing your social media and automating your content marketing can be beneficial. For Your Business.

To learn more, watch the full interview below:


Here are the main takeaways from the video:

• ZootRock is a company that provides social media and content marketing services to small businesses to help them keep their online presence relevant and engaged without having to spend a lot of time or money on it. ZootRock efficiently curates content for these small businesses to post on their social media pages so they can spend time on the things that really matter instead of looking for content to share.

• According to Audrey, ZootRock was launched as a result of its own social media mistakes. She explains that while working at a previous startup, she hired a social media consultant but, unfortunately, was not seeing positive results. So she fired the consultant and started managing her pages on her own, and with great success. So she decided to start a business that could solve her social media problems and offer these services to other small businesses in need.

• In the interview, Melnik explains how ZootRock works and how it can help small businesses engage with their target audience on social media. She tells us that ZootRock will first analyze your business, determine which specific audiences are relevant to you based on the market you are in, and then suggest content to post on your pages. Currently, ZootRock has over 200 different curator feeds on a handful of topics that it can pull content from to share with your fans and followers.

• Later in the interview, Melnik also talks about content automation within ZootRock. She says the success of automated content ultimately depends on the business, and that while some brands want full control over the content shared on their pages, many ZootRock customers have benefited greatly from their fashion. autopilot where content is published automatically, based on its relevance to the business.

If you have any questions after watching the video, leave them in the comments below!


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