Entries Tagged as paid search
Welcome to the seventh edition of The Search, a weekly recap of all the interesting articles from the areas we deal with most: paid search, social media, web development, web analytics, SEO, display advertising, email marketing and mobile marketing. Check back each week to stay on top of the latest and greatest techniques in online marketing so that you can improve your skills and better serve your clients. Enjoy!
Do you know what the most expensive keywords are in Google AdWords? That is just one of the topics covered in these great articles regarding Paid Search and PPC. Check them out!
What is happening with Google and SEO? These articles are just what you need to learn more about what innovations are happening on the largest search engine.
New to the Search is Display Advertising. This week we take a look at different sources, publisher placements and how digital channels interact with traditional TV advertising. Take a look!
Just like last week, much of the buzz for social media still revolves around Google+. Take a look at the article from Search Engine Land or one of the other articles surrounding all things social.
Time to get back to the basics with web analytics? Want to measure social media engagement? Check out the article from Luna Metrics? Lead value? Try Future Now’s post. Or learn from your analytics and start optimizing your website with Zimana’s advice. Check them out today!
Every week there is a new prediction with where Mobile is currently and where it is headed. With these articles, you’ll learn more about where it is headed and whether it is poised to overtake TV advertising spend.
New to the Search, we are proud to add email to the list. Check out these Email 101 basics and start improving your campaigns today!
What do you think of these posts that we have shared with you? Do you agree or disagree with the ones posted? We’d love to hear your thoughts, and invite you to leave us a comment or tweet us @threedeep.
Last week Three Deep’s Paid Search Team attended the Advanced Adwords Seminar in Minneapolis. Brandon, Jarad and I joined search marketing professionals from around the Twin Cities as seminar leader, Brad Geddes, led discussions around a variety of advanced AdWords topics such as:
- Keyword research
- Creating compelling ad copy
- Best practices for landing pages
- Increasing PPC traffic through dynamic keyword insertion
- Increasing quality score
- Conversion optimization
- Google analytics reporting
Day 1: Advanced Account Optimization
The first day we focused on best practices, tips, and techniques for improving an account’s overall performance.
Brad Geddes welcoming us to the seminar and discussing the day’s topics
Key takeaways from the first day included:
- Don’t perform long-tail keyword research until you know the specific keywords that convert. First, find the keywords that convert, then increase your keyword list by building around those keyword converting themes.
- Depending on which phase of the buying cycle the searcher is in, ad copy should emphasize features and or benefits.
- Awareness Stage – Talk about benefits
- Interest Stage – Talk about benefits
- Learning Stage – Talk about features & benefits
- Shopping Stage – Talk about features
- Buying Stage – Talk about benefits
- Studies have shown that people look at the different parts of an ad in this order:
- Display URL
- Line 1
- Line 2
- CTR is the #1 criteria for increasing quality score.
- Only exact match keywords are used to determine quality score.
- Keyword stuffing a landing page will not necessarily help to increase your quality score.
- Ad Group quality score only exists for display network, not on the search network.
Day 2: Advanced Conversion Optimization
The second day we focused on increasing conversions and profits in an account through advanced conversion optimization. Key takeaways from this day include:
- To determine a visitor’s lifetime value, try running a campaign that has a short term negative ROI, but a positive lifetime ROI.
- Test. Test. Test. You can test everything from search conversion rates vs. content conversion rates to conversion rate vs. total sale amount to number of page views by ad copy.
- Examining the search query report is one of the best ways to discover keywords that you’re missing out on.
- It’s important to leverage the power of Google analytics to learn ways to improve your campaign. Google analytics can reveal information such as: ROI by keyword, visitor loyalty, conversions by source, buyer geo-location, and conversion path optimization.
- It is possible to receive traffic that you did not pay for. You don’t necessarily pay for every click to your website.
- When looking to optimize a campaign, keep your eyes open for amount spent on a keyword in a day, amount spent on an ad group in a day, conversion rates by keyword, conversion rates by ad group, time spent on website, and pageviews per visitor.
After two full days of Google Adwords interactive learning and training, Jarad, Brandon and I walked away both eager and excited to implement news ideas, and reinforce some old basics into the paid search accounts we manage at Three Deep. From performing keyword research to writing ad copy to advanced conversion techniques, Brad Geddes had very useful insight and tips on everything Adwords.
Learn more about the Adwords Advanced Seminars and Brad Geddes here:
- Adwords Advanced Seminars
- Brad Geddes’s Blog
Three Deep is very excited to announce that we will be hosting the second event for the MN SEM, an organization dedicated to the Minnesota Search Marketing Community. The event will on February 10th, 2011. Join us as the MnSEM Search Party II heads over to Lowertown St. Paul.
Ever since MN SEM launched in late 2010, we have been doing our best to support the organization and bring awareness to their events. For the February 10th event, we decided to take it even further and offer up our humble abode as a gathering place for Minnesota Search Marketing professionals. We are looking forward to hosting Lisa, James, Clint and the members of MNSEM!
The Topic: Trends for Search Marketing in 2011
If you’ve heard a lot of 2011 predictions for the future of search and trends to follow, you’re not alone. For February, we turn to local search experts in Minnesota for their opinion on these predictions. What can our industry expect to see this year? What can you do to ensure your business is staying on top of the trends?
The event will be from 5:30 to 8:00 p.m. at the Three Deep headquarters. You can sign up at the Eventbrite page. We look forward to having you!
180 East Fifth
St. Paul, MN 55101
MnSEM creates and fosters discussions surrounding Paid Search, Search Engine Optimization and more, for search consultants, strategists and anyone in Minnesota who loves and works in search engine marketing! If you love discussing all facets of search, then this is the place for you.
About Three Deep
Three Deep Marketing develops online campaigns including Paid Search, Email Marketing, Website Development, Social Media and Lead Generation with specializations in Customer Acquisition, Campaign Optimization, and ROI Measurement. We manage over $3MM in advertising spend and deploy over 100 million emails on behalf of clients ranging from Fortune 100 to $1MM.
To Be Announced!
I’m trying something new on the blog where I post some of the best marketer-related articles that I encountered during the month. If people like it, I will do a link round-up at the end of each month highlighting articles that I find most relevant to the world of interactive marketing. Leave a comment if you think I should continue on with this column!
When Life Hands You Lemons…
You make a documentary about how you turn your misfortune into lemonade – an inspiring tale about how to make the best of an unfortunate situation. The premise of this feature film (35 minutes, available for free on Hulu.com and embedded below) is about how several people were laid off from large agencies during the recent economic downturn, and made the best of their situation by finding their true calling in life.
Continue Reading Becoming a Better Marketer – February 2010 Edition →
Before reading too much into the title, please make note that this article pertains to the paid search engine marketing practices of Amazon and Zappos.
While getting dressed this past Monday, I found that through general laziness toward laundry and a hectic travel schedule, I was left with one pair of dress socks. These socks were getting old, and had sprouted a few holes in them through everyday wear and tear.
For most normal people, there is a clear solution; go to the store and buy new socks. I wish it were that easy for me. The truth is that I live in the frigid state of Minnesota, and the cold weather conditions have lead me to despise shopping in “brick and mortar” anytime during our cold season, which generally runs from October to May.
Continue Reading Why Amazon is More Relevant than Zappos →
November / December 2008 issue of Replacement Contractor.
Tom Audette, National Sales Manager for Home Improvements was the featured writer of the Trade Secrets column Search Friendly. This column which included contributions by Jeff Sauer and Dan Derosier, highlighted the importance of Search Engine Optimization (SEO) for a home improvement contractor’s website.
Among the highlights of the article:
Continue Reading Three Deep Marketing Featured In Replacement Contractor Magazine →