In the world of search and online marketing, we talk a lot about the evolving landscape, particularly when it comes to link building. Tactics that work one day can stop working with the switch of a Google button. Tactics that you think are legit can suddenly be deemed a “link scheme.” On top of that, there’s so much misinformation out there that the thought of just explaining link building can be daunting. Now factor in your clients. How much do they know about link building? How much do you tell them? Do they have a full understanding of what’s actually required to obtain high quality links? When it comes to setting the right link building expectations, you not only have to take into consideration client knowledge, you also must look at how you’re selling link building to that client. Here are a few common scenarios: Link Building As A Service When selling link building as its own service, there is full accountability. Clients need to be completely … [Read more...] about Are You Setting The Right Link Building Expectations?
I think it’s clear that the hot concept of the year has been that audiences are more important than keywords. While people have differing opinions here, it’s important to note that audiences should form a part of any successful AdWords strategy (even if you think keywords are still more important). With this in mind, I thought it would be good to share common issues people find when setting up audiences. Why You Might Use Audiences 1. Display Network Remarketing This is the more traditional form of remarketing and is the kind that follows users around the Google Display Network either with static advertisements or with dynamic ads showing products that have been viewed on the website. Criteria for audience lists: You can start using one of these audience lists once you’ve gathered up 100 members and can utilize lists based on the last 540 days. 2. Remarketing Lists For Search Ads (RLSAs) Not everyone cottons to this form of remarketing, as it’s less obvious. … [Read more...] about 10 Common Mistakes When Setting Up Audiences In AdWords
It’s been a while since I posted an AdWords script here, so this month I’ll share an AdWords automation that manages your budgets. You can skip right to the end to copy and paste the script and run it in your account; or, for those who are interested in learning some AdWords scripting of their own, I’ll explain why and how I took an existing script from Google and adapted it to do something better. Why we need a script to manage monthly budgets One of the quirks of AdWords is that budgets are daily, rather than monthly. I hadn’t yet joined Google when they decided to use daily budgets, so I don’t know exactly how that decision came to be, but I was there for plenty of product meetings that dealt with budgeting issues. One of the most fruitless projects I recall was one where we tried to give advertisers monthly budgets while still using the underlying daily budgeting method the system was built for. Despite months of meetings, the project eventually went … [Read more...] about A script to set recurring monthly budgets in AdWords
Do you consistently create great content? More importantly, do you optimize that content for search? If you’re not doing the latter for every piece of content you create, then you’re going to miss out on valuable, sustainable traffic in the long run. Content and SEO might seem at odds, but they are two sides of the very same coin. In this post, I’m going to give you five hacks to optimize every piece of content you create for SEO. 1. Choose a Keyword Phrase to Optimize Every Piece of Content You Create This one should be obvious, but just in case it isn’t… solid keyword research for every aspect of your online marketing, including your content, will play a vital role in your SEO strategy’s success. You will want to choose a keyword phrase to optimize every piece of content you create. You don’t have to create SEO-focused content where the entire piece is heavily optimized with a certain percentage of keywords. But be sure to choose at least … [Read more...] about 5 Hacks to Optimize Every Piece of Content for SEO
Disclosure: I have no affiliation with Adalysis and have not been paid for this review. One of the longest lasting ideas I had stored in my Evernote idea notebook was to create an ad testing tool. Ad testing is such a simple idea, but a complicated process, and I was baffled that no one has tried to offer a fix for the PPC community. None of the big PPC tool vendors has come close to an effective solution. However, during Hero Conf last year I saw a presentation from Brad Geddes where he spoke about ad testing (and briefly sprinkled in screenshots from his new tool, Adalysis). I was intrigued about what it could do, so I went in to check it out. At first I was taken back by the somewhat poor design (no offense, Brad), but as I started working with Adalysis, I quickly forgot about the aesthetics. I have used Adalysis for about six months now, and I have to admit I’m overly excited to share my experience with you today. How Adalysis Streamlines Your Ad Testing Workflow Adalysis … [Read more...] about Why Adalysis is the Missing PPC Tool Piece