One of the more challenging yet often overlooked aspects of PPC management is how to run accounts with multiple locations. For example, you may be advertising for a company that has franchises throughout the country (such as a Macy’s or REI) or a branch of locations unique to a region (e.g., Shaw’s grocery stores in the northeast US). Creating the right account structure is critical for any account, but when advertising for multiple locations, it becomes that much more crucial for long-term management. In this post, I’ll speak to the various account breakout options for multilocation businesses while detailing the pros and cons of each. It’s important that you can easily segment performance by location. Clients will ask questions such as: Which locations are performing the best? The worst? Which locations need more budget? Less budget? Which keywords/audiences are working well by location? What does the competitive landscape look like in X location? As … [Read more...] about How to effectively segment accounts with multiple locations
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Most companies measure paid search based upon revenue targets, ROI goals, and conversion rates. Metrics such as bounce rates are generally left for the web design team to figure out, or the paid search term to obsess about without any clear strategy. In this column, we will examine bounce rates and put them in the proper context of PPC optimization. Defining The Bounce When someone bounces from your website, they are considered a non-engaged visitor. Someone came to your site, didn’t find what they wanted, and before going to any other pages – they decided to leave. Bounces are often used in usability to try to increase user engagement; however, they can also be used in the world of paid search. First, let’s define a bounce. In Google Analytics, a bounce is a one page visitor. If someone came to your site, spent twenty minutes on the page, and then left, they would be considered a bounce. Some analytics systems consider bounces as five second or thirty second visits. … [Read more...] about Should Your Paid Search Account Care About Bounce Rates?
One of the most common inquiries I receive from e-commerce clients is how we can garner additional, profitable traffic. Of course, this inquiry can happen at any time during the agency-client relationship, but I want to focus when it occurs after many months of management. To phrase another way, clients want to continue growing after the account has been built and (seemingly) all themes covered. Expanding into new paid search platforms is a given for growth, but the purpose of this post is to examine an integral part of campaign expansion within AdWords and Bing Ads accounts, the Search Query Report (SQR). We all make use of this report, but I don’t believe advertisers know the true potential it has for account growth. The most common use for SQRs has generally been to find negative keywords. There will always be terms that can be added as new keywords within existing campaigns and ad groups, but the report is primarily meant to find poor performers for exclusion. However, within … [Read more...] about Need To Grow Your PPC Account? Look To The Search Queries
One of the questions I hate being asked is how long it’s going to take to rank in some situation or another. How long until you’re in the top 10? How long until your local page has a carousel result? How long until you show up in the local block?The answer is: it depends. It depends on a million factors, many of which will vary highly from business to business. It might take one business a week to rank, and it might be an easy score in two days for another. A third might find it an uphill battle for months. It all depends on how well you follow advice, how much clout your site has to begin with, if you have any lingering penalties, and what outside influence you can bring to bear.As you might have guessed from the title, today I’m going to address Google Places, which is their local search. In order to rank in local search results with your Google Places page, you’re going to need to follow a bunch of specific steps to establish yourself.Meet the RequirementsThe … [Read more...] about How Long Does it Take to Rank in Google Places?
Episode Overview Follow Kevin Indig’s journey from rookie member of a global SEO agency to international startup growth advisor. Kevin’s advice: Learn your craft from the inside out Practice makes perfect Always be curious iTunes Overcast Spotify Stitcher Episode Transcript Ben: Welcome to career day on the Voices of Search podcast. Today we’re going to learn about the skills and accumulated and lessons learned from a great SEO throughout the various stops of his career. Ben: Joining us for career day is an SEO whose branched out from being an enterprise operator to becoming an international startup growth advisor. Kevin Indig is a mentor for growth at the German Accelerator, Inc. which is an accelerator … [Read more...] about SEO Career Day: Advice From a Top International SEO Growth Advisor