As a professional ghostwriter, I am often recruited to write well above my pay grade. Writing on behalf of executives for their peers can be a daunting task. C-suite executives are respected professionals and before they will put their name on anything, they need to feel confident that it is going to be professionally written and well-received. Ghostwriting for executives demands an understanding of the subject matter and the target audience to create the kind of content that adds value to the conversation.
As with any other marketing effort, PPC success requires homing in on your most successful tactics and exploiting them to increase revenue. The key to your PPC is efforts is the right keyword selection. Using keywords that are too generic will drive up advertising costs while using keywords that are too long-tail will result in minimal exposure. The sweet spot is finding the right balance between the two. But even within that sweet spot you’ll still have keywords that are unprofitable.
Using these three steps will help you identify the best keywords to maximize revenue:
It’s a well-known fact that doing SEO and PPC simultaneously can bolster both efforts.
While SEO works to increase relevancy in the eyes of search engines, boosting your organic ranking over time, PPC provides immediate visibility to increase traffic. These complementary strategies provide short-term and long-term benefits as well as increased competitiveness throughout the lifecycle of the business. In fact, studies have shown that focused SEO efforts continue to increase traffic long after they’ve been implemented, which is why SEO is such a lucrative investment.
But if you’re just counting on merely running PPC to diversify your overall online marketing strategy, you’re squandering a valuable opportunity. You can (and should) use your PPC data to improve your SEO efforts. The result will be a more informed organic search approach that’s poised to succeed.
Your SEO efforts need this cross-over PPC data:
As a small business owner, the idea of taking a vacation is an alluring, albeit scary, proposition. You want to get away occasionally to reward yourself for your hard work, but you worry about everything that could go wrong while you’re away. The smaller your company is, the more anxiety you probably have because there just aren’t enough employees to cover everything you do in a typical day.
If you’re trying to take some time away from the office, these tips will help you to prepare your PPC account so that you can leave it unattended:
Spring is here, which means the season of cleaning is underway. While most people are cleaning out their homes, desks, and cars, shrewd marketers know that this post-holiday lull is the perfect time to clean out their PPC accounts as well.
PPC accounts that are utilizing old keywords and ads are not only less likely to engage searchers and convert, they can also generate significant budget waste. Furthermore, accounts that haven’t been updated in some time can portray your business negatively, doing substantial brand damage. Avoid these perils by cleaning out your account using this actionable checklist:
Most of the business owners and marketers we work with have a general sense of how their PPC efforts are doing, but few truly have an accurate understanding of how they’re performing. Whether you’re new to running PPC or have been investing in PPC for a while, understanding which key performance indicators (KPIs) to monitor can be tricky. While KPIs can certainly vary by industry and even by company, some KPIs will always be important.
In its 20+ year history, SEO has taken on a variety of forms – both good and bad. While black hat SEO has utilized unscrupulous tactics to try to trick the search engines into acquiring search relevance, white hat SEO has been used to honestly gain exposure for high-quality content. And somewhere in the middle is the average marketer who has noble intentions but may also be prone to chasing the latest rumors and fads to get a leg up on the competition, sometimes helping and sometimes hurting their cause.
But amidst it all, the importance of quality content has always reigned supreme!
High-quality content will always be golden because it appeals to real people and factors heavily into search engine algorithms.
Every business should do competitive research regularly.
Peeking into your competitors’ tactics and operations provides the direction that businesses need to ensure that they’re not only keeping up with the industry, but also setting themselves apart. Analyzing what your competitors are doing provides ideas for how to improve your own offerings and processes. It also helps identify market positioning and uncover industry trends as they’re emerging.
That doesn’t mean being nefarious or inappropriate. It just means paying attention to the public information available about how your competitors are attracting traffic, nurturing leads, and maintaining customers.
Companies of all sizes invest time and money into competitive research, but big businesses typically have the capacity to do it more frequently and more thoroughly than small businesses. Take a lesson from their playbooks and use these 8 tips to research your competitors:
Utilizing online advertising for services instead of products poses its own unique set of challenges.
Unlike products, which typically have SKUs and easily distinguishable characteristics, services can be more ambiguous. The nuances between service offerings and providers often requires more explanation that a short text ad will allow. Furthermore, restrictions, in the form of geographic service areas and technical project requirements, complicate matters even further. For these reasons, many local service providers opt to forgo online advertising and rely primarily on word of mouth referrals and offline advertising to increase brand recognition.
However, national service providers understand the value in paid search (PPC) advertising and often invest heavily in building and maintaining online advertising campaigns tailored for different markets.
The result is that national providers typically dominate markets where local providers should be thriving.
For instance, one of our local clients provides specialized equipment rentals across the state of Michigan. Their prices are reasonable, their service is impeccable, and they know the local community far better than their national competitors. However, the big national companies they’re competing with were running sizeable online advertising campaigns and taking business away from them (despite charging a premium for doing nothing more than contracting with the local company for their equipment). We were able to catapult this local provider to the front of the industry using strategic local advertising at a cost far lower than they had anticipated.
How do you find the same success for your service-based business? A three-pronged approach to online advertising will give your business an advantage!
I talk with a lot of small business owners, and the conversation is typically along the same lines. They want to advertise their offerings locally in their community but realize that their growth potential is limited if they don’t have a national ecommerce focus as well. This is especially true for businesses in more remote areas, where their local market may not sustain enough demand to keep them in business. Designing an ecommerce site to sell their products across the US is the only viable way to generate the revenue that they need to thrive.
The catch is that while local advertising may not be as lucrative, it’s often perceived as easier and less expensive than national advertising. Subsequently, most small business “start small” with local campaigns and then expand to a wider market once they have PPC figured out… or at least that’s the plan.
In my experience, one of the following things typically happens instead:
Before you start paid search locally or nationally, plan for how you’ll win at both!
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