When it comes to conversion rate optimization, you may feel like you’ve got the basics nailed down. You’ve got your landing pages set up, and your offer is irresistible. You’ve got an unbeatable USP, and you feel like nothing can stop you. You’ve even honed in on precisely what your customers want and have tailored your pages to match their language by having them describe what your product does and how it works, rather than filling your site with corporate tech-speak and buzzwords.
When you’re cooking dinner and everything is simmering away perfectly, do you walk away and leave it to cook indefinitely, or do you check on it periodically, to make sure nothing is boiling over, sticking to the bottom of the pot, or charring and burning? It’s common sense to regularly check, stir, turn temperatures up or down, and so on—even when everything is cooking exactly as it’s supposed to.
Have you put some serious thought into how people perceive doing business with you while visiting your website? I mean, it really comes down to perception, doesn't it? Not to mention, your website is the first impression people have of your company when you do business online.
Any PPC and SEO marketer can tell you that long-tail keywords are where the money is at. But when dealing with thousands to millions of unique variations, how can you begin to comprehend the information? Your eyes just cannot process rows upon rows and multiple columns. The eye can, however, use its grouping ability to understand relationships, allowing the brain to do its job of reasoning.
When you were creating your website, were you more focused on the look and feel or did you focus on visitor engagement? Design is usually the first focus when it comes to creating business websites and building an online presence. That's unfortunate because the main goal should be to get visitors to engage with your site. Your website is a fully automated marketing machine that is out there doing all the work for you.
So, how’s your PPC campaign going? How do you know? What metrics are you using to gauge your campaign’s success? There’s certainly no shortage of PPC metrics you can look at to try to measure the effectiveness of your campaigns. But what’s the MOST important metric to look at?
If you’re managing an AdWords PPC campaign, you need to be familiar with negative keywords and the benefit they provide. So what exactly are they? An Introduction to Negative Keywords Negative keywords are keywords you add to a campaign in order to exclude those words from the campaign. Here’s how it works.
According to Baymard Institute an average of 65% of all shopping carts are abandoned without online shoppers ever completing their transaction. It’s also believed that overall website abandonment is right around 70%-90%. Visitor abandonment is one of the most frustrating obstacles for online merchants. Businesses spend a great deal of time and money building their online presence and bringing in traffic. In fact, the trend of spending more on online marketing continues to rise. This makes it even more discouraging to know that you’ve peaked visitor interest, paid to get them to your site, and persuaded them to add an item to their cart—only to have the cart abandoned and to never hear from the visitor again.
A few weeks ago, Google AdWords announced that they would be removing advertisers' ability to exclude close variants from phrase and exact match keywords. This changed sparked much confusion and controversy in the industry, and I’d like to help clear up some of the mess. However, before we can look at how Google’s latest change will affect advertisers, we need to really understand the basics of close variants.
This is a question that comes up a lot with new AdWords managers or business owners who are doing PPC for the first time. “Should I bid on my own brand terms in AdWords?” The rationale for not bidding on your own brand terms goes something like this: Most companies already rank #1 in Google for their own brand. With that in mind, should they “waste” any of their precious ad budget on brand terms they already rank #1 for?