A great way to make your website mobile friendly is to implement AMP for your site. Previously it was mainly used by publishers; today it is also a platform for e-commerce and advertising. Since autumn 2017, advertisers can implement AMP for their Google Ads landing pages, making them faster. Building AMP pages for your advertising campaigns can have a positive impact on conversion rates, time on page, bounce rates, and more.
As I consult and train people on Internet marketing, I typically ask whether keyword research is a strategic function or a tactical one. Often people think it’s tactical because of the tedious nature of the work. I submit it is not only strategic but also foundational to all marketing channels you will use. If you take the time up front to outline a killer keyword strategy, you will find your campaigns will be higher performing and more successful. In this column, I will outline seven tips for developing a killer keyword strategy you can use to take your campaigns to a higher level.
There are lots of questions, as yet unanswered. For example, when considering anonymity, is it okay if trackers gather data, but aren’t able to discern exactly who a user is? There are questions of security and privacy, and information one company might share with another. There are questions of choice: should customers always have to opt-in, or can opt-outs work, too? There are questions about who can and can’t be trusted with these services: your company, for example, versus, say, the U.S. government.
Choosing which PPC strategies to deploy will largely depend on the type of business you have and the goals you’d like to achieve. By now, almost all of Google’s above-the-fold search engine result page (SERP) space is PPC advertising, which includes Google Shopping ads and PPC Adwords ads, as well as organic search results. Given this increasingly competitive and limited landscape, it’s important that you use the tools available to get a leg up on the competition. To help you navigate the field, here are 8 of the best PPC strategies your competition is not doing (and that you should be).
Once you have caught the attention of people with your ad and they click on it, you want to make sure that you direct them to a customized landing page that specifically relates to what they just clicked on. Many small businesses make the mistake of sending them to their website homepage, but this isn’t the best tactic to convert visitors. Instead, you need to design landing pages that reflect the keywords from the PPC ad, show the product or service solution that your new visitors were searching Google for, and have a prominent, clear call to action like “Book Now” or “Buy Now”.
Knowing your business’ target audience and matching it up with where they live or work helps you find those who might be most interested in your product or service.  For example, a ticket broker might want to advertise NCAA basketball tickets in the state of Kentucky and might think of using Kentucky basketball in its messaging.  However, Louisville basketball would be preferable for any advertising within 50 miles of the city on the Kentucky side of the border and 70 miles into Indiana due to the strength of Louisville’s fan base in those areas.
This is a particularly useful strategy for local businesses (or any business that takes calls, really) to target people who are likely to call them directly from a search query. With Call Extensions you can easily add a click-to-call button to your mobile ads and phone numbers to your desktop ads. Additionally, you can track customers who make calls from your website using Website Call Conversions.
Although this process can be tedious and time consuming, it is essential in identifying where your competition may be surpassing you as well as what advantages you have over your competition. Developing takeaways will help identify these strengths and weaknesses. From there, you can improve your marketing plan by putting greater influence on the features your company offers and finding ways to implement features your company doesn’t offer that seem crucial to gaining customers.
The use of semantic search has completely changed the way we perform modern search queries today. A decade ago, people stuck with what was short and simple. If they wanted to find the best pizza places in New York City, they would type in “Pizza New York.” However, with Google’s Hummingbird update and the algorithmic improvements to semantic searches, people now are more inclined to type in “Where is the best pizza place in New York City.”
Although more and more keywords are getting encrypted by Google every day, another smart way to come up with keyword ideas is to figure out which keywords your website is already getting found for. To do this, you'll need website analytics software like Google Analytics or HubSpot's Sources tool. Drill down into your website's traffic sources, and sift through you organic search traffic bucket to identify the keywords people are using to arrive at your site.
If you want more traffic from the search engines, follow the steps from the SEO analysis report. The SEO Analyzer point out all of the problem you may have on you website and supply with tips how to fix them. Use wisely and remember not to over-optimize the page, as it may look that the page is created for search engines. Our SEO Analyzer is the most advanced and fastest analyzer on the web.
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