Haynes ultimate guide
Lower CPCs to get the most clicks as you can for your budget…twice the traffic could mean twice the orders (see above on lowering CPCS) Pause poor performing keywords. Be careful! Sometimes it’s easy to look at the general words that aren’t generating conversions and your instinct is to pause them. However, it’s very possible that users are finding you on general terms during their research phase and then coming back to buy. Test creative/keyword combos to find the highest converting matches. Ads with the highest CTRs are not necessarily the ones with the highest conversion rates Find the highest performing geotargeting, dayparting, etc and put more of your budget into those segments Use negative words to filter our poor performing topics Not inside the SEM account, but better landing pages can always help … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization Part 2, & SpyFu Competitive SEM Karate
Good ROI, low volume. So, you’re doing well… you’ve got some good cost per conversion metrics but you just can’t get enough of this traffic. Obviously, raising your budget would help. Spend more. But sometimes that’s not an option. Your daily caps are being reached and the volume on your current search words isn’t enough. Well, try expanding out your terms. In most analytics tools (or AdWords’ query report), you can find which queries from users are triggering your ads. It’s possible there are thousands and thousands of keywords that you just haven’t thought of yet. Also, check your impression levels. Are your keywords getting searched enough? If you were able to double your clickthrough rates, that would double traffic, right? Especially if your CTRs are below 5%, I guarantee you there is room for improvement. Never stop testing new angles for creative. You may even have good ads but they’ve just been active too long and … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization, & Broad Match Or Not?
This is a page I’ve had bookmarked for quite a while and maintained by Nicholas Longo. It’s really a great resource (thanks, Nicholas!) and has “300+ marketing words and counting” that he’s collected in his twenty years of marketing. There are some good ideas here and I’m always referring to it when developing SEM creative. He states, “It’s nice to reference to if you need some help coming up with a witty one liner, slogan, or product description.” I agree. … [Read more...] about SEM News, The Ultimate Guide To Search Marketing Optimization Part 3 & The Top Marketing Words Of All Time
Make sure it stands out from the design. Use a different color or button shape. Make sure it looks like a button. I wouldn’t recommend so-called ghost buttons. Use active text, so your button shouldn’t say ‘Submit’ but rather a variation of ‘buy our stuff’. Use plenty of whitespace around it, or reduce clutter. Using a hero image is popular these days and for good reason: it sets a mood. After welcoming the visitor to your website, you can guide them to where you make your money: the product pages. Before we address these, let’s look at how to optimize internal search, and category/landing pages. … [Read more...] about eCommerce usability: the ultimate guide • Yoast