The ad auction process takes place every single time someone enters a search query into Google. To be entered into the ad auction, advertisers identify keywords they want to bid on, and state how much they are willing to spend (per click) to have their ads appear alongside results relating to those keywords. If Google determines that the keywords you have bid on are contained within a user’s search query, your ads are entered into the ad auction.
Let’s assume that your goal is customer acquisition. You know you’ve acquired a customer when you make a sale. So, you’d set up a sales conversion goal. To do that, click on “New Goal.” In the goal setup section, you can either select “template” or “custom.” Custom gives you more flexibility, so go with that option. Go on to the “goal description.” This is where you define your goal by naming it and selecting the type. For customer acquisition, you want to select “Destination.”
While organic search has the advantage of being free and can be influenced by your website content, it is limited to the number of people searching for your business or the products and services you offer. Paid search advertising allows you to reach a broader target audience which has more potential customers who may not be aware of your business, all while providing you full control over your messaging and costs.
Hi Rand! Thanks for a really informative and thought provoking Whiteboard Friday. I agree with Namrata about the challenges to local and small businesses that all the rapid changes with little to know warning from Google as far as they're concerned. In many cases, they're just rapping their heads and marketing strategies around having someone create and optimize their website and content for how Google SERPs used to work, and even with basic GMB listings, they have been unaware or unsure of how to use them. Some have been taken advantage of because of lack of understanding and awareness of how Google listings and GMB work and that it's free.
Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters needed only to submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.
This all sounds amazing right? unfortunately, organic marketing is also very difficult to implement and resource intensive. Ranking organically on Google and other search engines can be very hard, especially for competitive keywords such as “buy shoes.” Ultimately you want to rank within the first page, and possibly within the top 3 organic results, but this can be next to impossible when you are competing with large companies that have teams dedicated to ranking their keywords.
It means that every piece of content that leads searchers to you is extending your brand equity. Not only that, you’re creating multiple touch points, so potential customers have every opportunity to discover your business. It takes on average of 6-8 touch points with a brand before someone becomes “sales-ready.” Too many? Well, for some industries, it’s way more. One woman’s car-buying journey took 900 digital touch points spanning three months.
‘There’s really two core strategies I always recommend. The first is looking after prospecting in groups. This one is a big one because I think this is one of the single best ways for sales and marketing to drum up new business on LinkedIn. But the caveat is I’ve also seen this go horribly wrong. And without getting into too much detail, there’s a few recommendations I have to avoid some of those pitfalls.
Amber Kemmis is the VP of Client Services at SmartBug Media. Having a psychology background in the marketing world has its perks, especially with inbound marketing. My past studies in human behavior and psychology have led me to strongly believe that traditional ad marketing only turns prospects away, and advertising spend never puts the right message in front of the right person at the right time. Thus, resulting in wasted marketing efforts and investment. I'm determined to help each and every one of our clients attract and retain new customers in a delightful and helpful way that leads to sustainable revenue growth. Read more articles by Amber Kemmis.
But search ranking is competitive, so naturally, it’s not easy to claim that top spot in organic search. That’s why many marketers and website owners pay to play, and why so many people choose the Pay Per Click (PPC) route. It’s fast. It’s effective. It’s high-visibility for your business. The caveat? You stop paying, and your visibility goes **POOF**.
Even if you don’t have a website, you can still make sure customers can find you online by creating listings on sites like DexKnows and Yelp. Just be aware that your customer base will be relying more and more on the internet to learn about your company, and a website will better provide the information they seek, as well as helping you build their confidence in your business.
Website ranking doesn't just come from what's on your website. Google, the number one search engine used today, uses a variety of other factors to rank websites. Things like your social media activity, appearances on other sites through interviews or guest blogging, and being listed as a resource on another site all increase your standing in Google's eyes.
Click through rate: Except for high purchase intent searches, users will click on paid search listings at a lower rate than organic search listings. Organic listings have more credibility with search engine users. In one UK study, published by Econsultancy, only 6% of clicks were the result of paid listings. In another study, it was 10%. The important thing to remember is that click through rate varies by purchase intent. Organic rankings will get more click through rates for “top of funnel” keyword search queries.
Hey, Matt! Thank you for your sharing, and I learned much from it, but I still have a question. We began to do SEO work for our site 2 years ago, and our organic traffic grew 5 times ( from 8K to 40K every day). But two years later, it is very difficult to get it grow more, even it drop to 3.2K every day. So can you give me any advice to make our site's traffic grow again? Thank you in advance!
That said, ground-up marketing works because it’s work. There’s no substitute for careful attention to your website’s content and careful curation of your business’s social media presence. Paid ads can be an effective tool within a high-budget marketing strategy, but if the consumer arrives at your website and doesn’t find what they’re looking for, how is that investment working for you? It’s not. If a sponsored tweet draws them in but a discrepancy in expectation chases them away, what’s the benefit there? It’s absent. Organic marketing is a long process, but ultimately it will yield more authentic customer engagement and more accurate SEO.
The response rate here was huge because this is a mutually beneficial relationship. The bloggers get free products to use within their outfits (as well as more clothes for their wardrobe!) and I was able to drive traffic through to my site, get high-quality backlinks, a load of social media engagement and some high-end photography to use within my own content and on product pages.
Search Engine Optimization (SEO): Maximizes search result exposure by targeting and driving Web traffic and ultimately delivering increased sales. The majority of search engine page results come from unpaid or organic search. SEO optimizes websites to ensure top search engine placement, such as Google, as only 15 percent of searchers continue beyond page one.
Use images. Images are vital for breaking up the monotony of a string of paragraphs. You also need to use a featured image ito make your content stand out in a list. This is like erecting a virtual billboard. If you don't include one, people won’t realize that your content exists. Think about how these images will look in thumbnail form, as that’s what will appear on your social media feed.
● Collect conversion related data from your PPC campaign and use it to convert your organic search visitors better. Also, keywords that worked for you in PPC are best to optimize your website for, so using them for SEO purposes makes sense. Your PPC campaign will end, but the rankings you achieve for the same keyword will remain for quite some time.
Lynn, it is so true that just talking about a brand in a blog post gets you noticed. I did a blog post a few years ago on a toy and mentioned that is was on the Parenting Magazine top 10 list. I did not link to the magazine, I just mentioned it and they sent me a free one year subscription to their magazine, and a whole box of coloring books for my kids. It wasn't monetary, but at least the company acknowledge that I referenced them.
PPC (paid search marketing): PPC (pay per click) advertising involves paying to have search engines display your website offer in or alongside search results. For example, Google's Adwords program will display your ad at the top or right side of the search results page (placement depends on many factors including keywords and quality of ad). Google will also feed your ads to websites running its Adsense program. There are other types of PPC marketing, such as Facebook Ads. In PPC advertising, you pay each time someone clicks on your offer. Paid search differs from organize search in that you're paying to have your website or offer displayed higher in search results.
Companies with stronger SEO efforts on increasing performance emphasised the development of content and updating content on the website as a relatively easy task to perform. However, they start to get lost when it comes to the management of keywords and the construction of external links as the tactics become more difficult to perform. Blogging and the integration of social media were mentioned as simple enough tasks to perform in-house.
By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals. Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb, Adversarial Information Retrieval on the Web was created to bring together practitioners and researchers concerned with search engine optimization and related topics.
What if I read anymore information my brain will explode--so where do I go if I supply all the content, but am too lazy to read all of this. Who can I pay to run with this?--(Also-I know enough to do all the grunt work-just need some direction) I have a really fun project/marketing challenge, a moderate amount of coins, and other than today-usually a ton of commitment. http://bdehaven.com
Paid inclusion is a search engine marketing method in itself, but also a tool of search engine optimization, since experts and firms can test out different approaches to improving ranking and see the results often within a couple of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.
The typical Web user might not realize they’re looking at apples and oranges when they get their search results. Knowing the difference enables a searcher to make a better informed decision about the relevancy of a result. Additionally, because the paid results are advertising, they may actually be more useful to a shopping searcher than a researcher (as search engines favor research results).