Nowadays, a great many websites are powered by a content management system (CMS) along with a back-end database. And for good reason. It’s too unwieldy to code HTML on a page-by-page basis, as you expand your content offerings to the thousands or tens of thousands of pages (and beyond). Content managements systems to the rescue! But there can be downsides too. My biggest gripe with the content management systems of today is their lack of SEO features. And I’m not talking about meta keywords, which are a complete waste of time. I’m patiently waiting for the day when a CMS-based site can rival static HTML sites in SEO. No bones about it, hand-coded sites offer complete, granular control over each page, and every single tag contained within. That’s real flexibility. Too bad they don’t scale. Therefore, the SEO practitioner is going to need a CMS that will at least be cooperative. Which SEO features should you be shopping for in a CMS? Glad you asked. … [Read more...] about How To Choose Content Management Systems For SEO
Tracking management system
You must test ads to make your paid search account grow and thrive. That fact is no longer debatable – it is just a best practice fact. Ad testing in small accounts is very easy as there are not thousands of ad group or hundreds of thousands of ads to track. However, in large accounts, ad testing is often not done well. In today’s column, we’ll examine the most common testing techniques and why they are rarely successful, and then address how to test ads across large accounts. Common Testing Techniques For Large Accounts One of the most common is to create lots of ads. Turn on ‘optimize for CTR’ or ‘optimize for conversions’ and let Google pick the winners. The problem with this method is that losers are rarely deleted. Even if Google is optimizing your ads, they will show your losers some of the time. This makes your ad serving sub-optimal as just by deleting losers, you can increase the overall account efficiency several points. Another … [Read more...] about How To Easily Manage & Test Millions Of Ads
The company also announced that Universal Event Tracking (UET) sets the stage for audience based remarketing scenarios, which will roll out “soon”. UET will help advertisers understand Which ad campaigns are most effective based on conversion goals. Which keywords better lead to conversions and lower bounce rates. What is the ROI of your advertising dollars. Which customer segments convert better and are more valuable. What type of engagement (e.g. bounce rate, pages per visit, duration per visit) your keywords have on your site. UET replaces the conversion tracking functionality offered in Campaign Analytics. Tags created before July 2013 will stop being supported in April 2015. More recent tags will still be supported, but will be read only in Campaign Analytics. All new tags must be created with Universal Event Tracking. The tracking follows last click attribution for assigning conversions to specific keyword ad clicks and supports four different types of goals: UET … [Read more...] about Bing Ads Launches Universal Event Tracking For Goal Tracking
While this is a bit of an overstatement, there is a nugget of truth to it. Naturally, a strategy of bidding on irrelevant keywords will hurt your account quality score — and even if this produces clicks, they are not likely to convert. However, if you have bought a keyword that you believe to be relevant and it’s not producing as expected, the right strategy is more likely to change the bid than to simply get rid of the keyword. This management of bids to meet targets is one of several core activities needed to maintain a healthy PPC account, and this month I’ll review several bid management strategies available to advertisers. But first, let’s cover some basic questions that are important regardless of what strategy you use. Bid Management Goals There are generally four different goals advertisers try to achieve in an account: Increase branding by driving lots of impressions while staying under a target CPM. Increase site traffic by driving lots of clicks … [Read more...] about The Essential In-Depth Overview Of PPC Bid Management
There are a number of reasons why they might want to do this. They might have high stock levels of a particular product; some ranges might be out of date, and they wish to sell off remaining stock; or perhaps a product is not selling as well as they had hoped, and they wish to boost the sales. On the face of it, Google Shopping seems like a good platform for this task. Advertisers can pay more to increase the exposure of a particular product, rather than bid on keywords alone (as is the case with standard text ads). Hence, advertisers often believe Google Shopping is the ideal means to proactively manage inventory and stock levels. However, behind this approach is the assumption that there is a direct relationship between what consumers search for and what they end up buying. So let’s take a closer look at the data to see how consumers actually behave. Do consumers always buy what they search for? For a deeper insight into what is actually going on in Google Shopping, we analyzed … [Read more...] about Can you manage your inventory with Google Shopping?