Tag Archives: Keywords

PPC vs. PPC: The Difference Between Click and Call

PPClick
The better known between the two PPCs, pay per click is an online advertising tool geared towards increasing website visitors. Advertisers are charged an agreed rate for every user click.

Pay per click ads appear next to search results. The ads are matched to results based on your chosen keywords. The ad contains your company or brand name, a short description, and a link that directs interested users to your website.

The good pay per click service providers usually offer advertisers a periodic report that informs you of click through rates (CTR) and keyword trending analyses. All these are based on online activity in relation to your ad. You just have to decide whether or not you’ll take the service’s word for it. Otherwise, you can do your own tracking and analyses.

Note that pay per click ads do not make the sale for you. These ads, if well written and well placed, attract the correct type of people to visit your website. It is all up to your website content and product offerings to make a successful sale.

PPCall

Pay per call shares the same business model with pay per click advertising. The only difference is that instead of paying for clicks, you pay for calls received.

Pay per call is also a web-based advertising technique. While pay per click ads are clickable and designed to direct interested people to your website, pay per call contains a toll-free number that allows interested people to call your company and speak with a company’s representative.

The edge of pay per call over pay per click is that advertisers like you are given more targeting options besides choosing to appear next to niche keyword search results. You can also limit ad appearance to certain category searches and narrow it further to specific geographic areas where you’d like your pay per call ad to appear.

Generally, pay per call ads appear with your company name, your address, a short description (that must be well written), and the toll-free number that redirects to an assigned telephone in your office.

The effectiveness of pay per call advertising may be easily gauged based on the number of received calls. Of course, the pay per call ads have the same goal as pay per click ads: to get the right people to become interested in you.

In this case however, closing a sale depends on an actual person answering the phone call, and not a website. A good marketer will find no problems engaging the caller and eventually, he or she can direct the caller to an actual store or a website. In any case, the interested caller already has initial contact with your brand through another human being. Brand affinity can be achieved at a better rate through human interaction.

Your marketing goals
Making the choice between pay per click and pay per call depends on your marketing goals and other campaigns that make up your overall marketing strategy.

The best way to determine the most suitable online marketing tool is to know your target market well and assess your company’s strengths. If you know for a fact that your website is a strong selling tool, then by all means, go for pay per click ads. On the other hand, if you find your frontline employees as your biggest asset, then pay per call could do you a lot of good.
 

PPC Keyword Tips: Convert Clicks to Sales

Pay per click (PPC) is a common online marketing tool. Online advertisers bid for the keywords they want and their PPC ad appears next to the top searches that correspond to their keywords. Advertisers are charged depending on how many users click the ad.

The good, the bad
The great thing about PPC is that it charges according to the number of people who clicked your ad and were consequently directed to your website. This online advertising tool could be cost effective if it is able to attract the right customers—those who are genuinely interested in what you have to say and offer.

On the other hand, bad keyword choices and poor copywriting for your PPC ads are disastrous for your overall campaign and could eat through your marketing budget. Imagine paying for all the clicks made by people who are interested only in freebies and bargains—worse, people who click ads just for fun.

The best way to make PPC ads work for you is to make sure you own the correct keyword associations, so that you can limit clicks to those who are genuinely interested and who make good candidates as clients. Below are 4 tips that deal with keyword choices so that you can maximize your marketing budget and assure ROI.

For the following keyword tips, let’s pretend that you’re selling eco-friendly, athletic shoes for women.

1.    Know the generic keywords and avoid bidding for them
Generic keywords are what people use to search for a category without knowing what information they need exactly. Based on our sample product, a generic keyword could be shoes or women’s shoes and its variations like shoes for women.

To the PPC neophyte, generic keywords might seem to be the way to go. However, consider how many people who search for women’s shoes would really be interested in your type of product.

Avoid generic keywords to avoid paying for random clicks by a generic market. Niche is the key.

2.    Add modifiers, track and adjust
Modifiers are words you add to the generic keyword that your product belongs to. Going back to our example, if your generic keyword is women’s shoes, the modifier could be athletic. So, your set of PPC keywords become women’s athletic shoes and its variations, including athletic shoes for women.

Adding modifiers to your keyword set automatically narrows down searches where your ad will appear next to, thereby cutting down the number of random clicks.

3.    Use long tail keywords
As the name suggests, going “long tail” adds more market-specific words that only your niche market will bother searching for. Adding eco friendly to athletic shoes for women limits the appearance of your PPC ad to a very specific search.

This kind of focus significantly lessens site visits from random clicks. You spend less as you increase your ROI by attracting only your niche market who are interested enough to end up making purchases.

4.    Say no to negative keywords
Words like “free”, “bargain” and “discount” may look attractive, but you don’t want them in your PPC ad copy. These words will effectively encourage clicks, but you’ll be inviting freebie and bargain hunters, neither of whom will give you profit.

Remember that you want quality clicks that will come from niche customers who are interested in what you have to say and offer.
 

Is Your SEM Consultant the Best One for You?

1.    He must know your business like it’s his own
One must know the problem to be able to give successful solutions. Your SEM consultant must show genuine interest in all aspects of your business, even those that “don’t have anything to do with marketing”.

Often, the most creative solutions are inspired by something trivial—like a particular segment in the production line or an interesting detail from the company’s history.

An effective SEM consultant should also be naturally interested to get to know how your frontline team works and how the team feels about your company. This way, he can assess if the problem needs an internal online marketing solution or an external search engine marketing solution.

It is vital that your SEM consultant understands your brand essence and your company values. If he consistently recommends “a shorter, faster way” of doing things, you might want to check if his methods are legitimate. The best search engines do not tolerate unethical SEM practices and they can—and will—penalize you if you go that route.

2.    He must know your niche market like he knows his TV remote
After agreeing on a specific market to pursue, your SEM consultant must work with you to get to know your market. The basic factors towards understanding a market include knowing:
·    How they use products in your category
·    What attitude they have towards your product, your competitors and other products/details that could be related to your brand, such as type of packaging (tube versus sachet)
·    What image of your brand and your competitors they have in their minds—to guide you towards communicating effectively

3.    He must help you make sense of research results

Besides market research, it is also important to do keyword research to help you determine the type of content that your website will offer. Your marketing consultant must be able to help you interpret the data (in this case, the list of potential keywords for your niche), and weed out the ones that you can maximize.

It is recommended to conduct periodic research and analysis with your SEM consultant. Successful marketing through any medium relies on how well you translate market understanding to communication materials.

In the case of search engine marketing, the success of your website relies heavily on your choice of keywords to optimize for. Keywords, like most elements of marketing, are not static. They evolve with your market. It is your responsibility to make sure that your SEM consultant stays on top of your changing market and recommend content revisions accordingly.
4.    He must be able to listen well
A good SEM consultant must be able to listen to you and your niche. He must be able to balance the needs of both market and brand. He must not take sides because the satisfaction of the market relies on how well a brand keeps its promise while the success of a brand relies on how well it satisfies the market.

The work of a good SEM consultant is to be able to help create a venue where your market can get to know your brand better and where the brand can tell your market how else it can address their needs.
 

How Writing for SEO Can Help Your Online Business

1.    Writing for SEO naturally creates niche keyword presence in your site
Writing with an SEO objective in mind gives structure to your many brilliant Internet marketing ideas. Your desire to improve your website’s ranking naturally drives you to get to know your niche like the back of your hand.

You will be presented with a list of keywords. Remember that it is your niche market that chooses which ones you should optimize for, not you. If you listen to your market better, you will also optimize for keywords better. Going for niche keywords automatically filters the visitors of your website and leaves you with good prospects and real customers.

2.    Writing for SEO makes your website carry ONLY relevant content
Search engines rank websites according to content quality and relevance. Although search engine spiders are primarily attracted to keywords, they also check whether or not your website is informative—meaning, your website must have the correct keywords and carry good content for it to qualify for ranking.

Your content is heavily dependent on your niche. Find out what they want and need to read from your website. Regularly updating your content gives your market a reason to come back and to recommend you to their peers. Interacting with your readers keeps your content in check, making sure that every word adds value to your website.

3.    Good writing with naturally integrated keywords will earn the respect of your niche
Information and keywords must be put together in a logical manner. You have to make sense to your niche. The primary goal of creating content should be to inform. If you keep this in mind, you will naturally integrate your niche keywords into your article. This is important so that your content won’t sound like an annoying sales pitch.

Aim to communicate with your market. This is why it is very important to understand them before you start writing. Learn how they speak and how they use words to refer to certain things. The tone of your content should reflect this understanding so as not to alienate your market.

Attention to spelling and grammar will earn you points for credibility and more importantly, the respect of readers and industry critics.

4.    Good content plus SEO makes it easier for your niche to come back
Good content and SEO know-how make a very powerful website. The SEO aspect makes your website easier to find while good content makes your niche stay and come back for more.

Always exceed what is expected from you. Your visitors should always get more than what they came for, so that you rise above your competition. Your brilliant content could be replicated tomorrow. However, the added value that you give to your market would be very hard to come by.

Make your website open to market interaction. Allow people to comment on your articles and allow them to post links. Hear them out and reply when necessary to let them know that you’re taking them seriously.

 

How to Pick Successful AdWords

Successfully rolling out your AdWords campaign requires more than the number of placements that you can own. In fact, having your AdWords appear frequently but randomly can do you more harm than good. Pay-per-click ads charge per click—it doesn’t matter whether the click you’ve paid for translates to sales or not.

Knowing the business model of AdWords, it is important to be careful about where your ad appears and who gets to see it. Below are 5 tips that can help your AdWords appear with searches that are relevant to your niche market.

1.    Know your niche
Although AdWords are simple and affordable to execute, mistakes will surprisingly cost you dearly. This is why it is important to look into conducting market researches.

Investing on knowledge about your target market doesn’t only allow you to improve your products and services. A well-planned qualitative market research gives you a better understanding of your niche—who they are and how they think. This gives you a good idea on how they use words and how they talk about your brand and your competition. Knowing these things can help you craft better AdWords copy and bid for the best, most relevant niche keywords.

2.    Misspell
Good web content relies on relevant topics, good writing style, grammar, and spelling. However, AdWords heavily rely on niche keywords that are dictated by the users. You have to take into consideration the different possible word combinations and ways of spelling. For example, the word football can also be spelled as futbol (taking European and Latin American fans into consideration) or even as footbal (studies show that this is how people misspell the word most often).

It is also important to figure out which words are most often misspelled and how people usually spell it wrongly. For your AdWords ads, it’s okay to optimize for misspelled words, as long as the content in your landing page is relevant and of good quality.

3.    Know your competition
It is important to keep yourself updated with your competition’s web content. Based on what’s available to the public, you’ll be able to tell which words they’re optimizing for. Their keyword list could be similar to or very different from yours.

Optimizing for different keywords shouldn’t make you panic. Always go back to your consumer research. Ultimately, it is the consumer who searches for you and it is for them that you optimize your content and AdWords.

4.    Write great AdWords content

AdWords give you some space to give a short headline and a description of your offer. Writing copy for AdWords could actually be more difficult than writing for your web content because the number of words you can use is very limited.

Be concise. Find a benefit that is unique to your brand and own it. That’s what you write about.

5.    Write great web page content

Each click that you pay for should lead to great landing pages. Your AdWords deal with the awareness, your web pages do the selling. This doesn’t mean that you should write sales pitches—in fact, do not write sales pitches. Your web page content should be of value to your niche so that they have a reason to stay and find themselves browsing your online catalogue.
 

How to Own the Right Keywords

1.    Do qualitative market researches
Qualitative market researches do a better job of engaging the respondents. As opposed to quantitative researches, the qualitative method does not present respondents with a predetermined set of answers to choose from. This allows respondents to express themselves comfortably, often sharing more than the answers you need. This gives marketers a deeper understanding of “yes” and “no” and helps them know their market beyond product usage.

Qualitative researches are gold mines for consumer insights. Marketers can use this information to make better products and to optimize communication strategies. Online marketing relies heavily on owning the right niche keywords. Qualitative answers straight from your consumers will tell you which words are relevant to their searches.

2.    Socialize with you niche online
Your need to come up with an online marketing strategy already tells you that your niche is technologically savvy. You can bet that these people also go to other websites and spend their time socializing online. Social networks and social bookmarking networks like MySpace, Facebook and Stumbleupon host numerous registered members. Create a personal account and an account in behalf of your brand.

As your network grows, you’ll be able to identify which of these people belong to your niche. Engage them in meaningful yet entertaining discussions. Find out whose blogs they read and which forums they frequent. Actively participate in the discussions by offering relevant information. Pay attention to how these people post their opinions, and take note of the potential niche keywords.

3.    Check out your competition’s web content

The fact that you still have competition simply means that they’re not doing everything wrong. It won’t hurt to visit their web pages regularly to see what kind of content they offer. Note that this is not a suggestion to replicate their content. The objective of going through competitive content is to make sure that you aren’t behind with your niche keywords.

See how your competitors organize and write their articles. Pay attention to terms and phrases set in bold. These are the words that they’re optimizing for. Compare your keyword list with theirs and think about the differences. Don’t be scared to stick with your list if you’re confident about the research that you’ve done.

4.    Pay attention to customer feedback
This is where the comments function in your web pages comes in handy. Allowing the public to leave comments about your online content gives you an opening to engage people. If they give you praises and thank you for “the very informative article,” then you know you’re on the right track.

There will be times when readers will share their opinions and leave comments that might be slightly negative. Thank them for their thoughts and say that you’ll take them into serious consideration—and do it. Constructive criticism helps you stay on top of your game. This ensures that your content stays relevant and that the words you use always add value to your overall optimization efforts.

5.    Update your customer knowledge

Niche keywords change as soon as shifts happen to your niche, and change comes often. Periodic researches assure you that your knowledge of consumer insight is updated. Regularly logging on to forums and reading up on your competition helps you update your niche keyword list.