Basics of your pay per click campaign
Introduction
PPC is the best way to get your products and services in front of a new audience, but it can be daunting if you don’t know where to start. That’s why we’ve compiled some tips on how you can create an effective PPC campaign that will really get results for your business.
Defining Goals and Budget
As you set up your campaign, remember that it’s important to define your goals before you start. Set ambitious but realistic targets and make sure they are measurable.
If you’d like to lose weight, for example, you could set a goal of losing 5 pounds per month for the next six months. This way, each month when it’s time to review your progress, you can see whether or not everything has gone according to plan—or if adjustments need to be made. Marketing can be thought in the same way.
Competitor Analysis
Knowing your competition is a critical part of managing a successful campaign. Understanding the strategies and weaknesses of your competitors allows you to plan for a better strategy and ultimately win customers.
Here are some things you should consider:
- What keywords do they bid on? A look at their landing pages can provide insight into what keywords they are bidding on, but if they are getting clicks in the search results without being based on any keyword at all, this will be harder to determine.
- How much is each competitor paying per click? By knowing how much each competitor is willing to spend on PPC ads, you can see where there might be an opportunity in the market for yourself if any of them appear vulnerable or not spending enough money on Google AdWords campaigns.
Keywords Research
Keywords research is the most important step in your pay-per-click campaign. Keywords are the words people type into search engines to find what they are looking for. They are also the foundation of your pay-per-click campaign and you need to find out which keywords will work best for your business.
Defining account structure
Now that you have an idea of what your goals will look like, it’s time to define the different components of your PPC account.
- Account structure: Define which campaigns make up your organization’s overall strategy at both a high level (what types of ads do we want to run?) as well as at a low level (which keywords go into which ad group?). Remember that while actual campaign names don’t matter much when you’re starting out with PPC campaigns—you can always rename them later—you should still come up with naming conventions ahead of time so that no two ad groups are named “Lakers tickets.” It’s best practice not only when creating new campaigns but also when adding new products or services over time; having consistent naming conventions makes life easier down the road!
Effective Ad Text
To attract customers, your ad text needs to be relevant and easy to read. It should also have a strong call-to-action that urges visitors to take action on the advertised product or service.
The best way to craft effective ad text is by keeping things concise and clear. The easier it is for your potential customers to understand what you’re offering, the better chance you’ll have at converting them into paying customers!
As an advertiser in the pay per click world, it’s important that you avoid writing misleading or false claims about your products or services because this will ultimately hurt both your reputation as well as Google’s trust in what you are advertising on their platform.
PPC landing pages optimization for conversion
The landing page is the first impression of your brand and product. If you have a well-designed landing page, it will convert visitors into customers. It should answer questions that the visitor might have about your product or service.
Good PPC landing pages are designed around keywords, but the content on them should be unique from other pages on your website or blog. The goal of a good PPC landing page is to convert as many people as possible who click on an ad, not just get them to visit your website in general.
Identify Negative Keywords
Negative keywords are used to exclude certain words, phrases and broad match terms from your campaign. For example, if you sell shoes online, it would be unwise to use the keyword “shoes” in your ad because that search query can include people looking for tennis shoes or sandals. In this case, you would want to add “tennis shoes” and “sandals” as negative keywords.
Increase ROl
The return on investment, or ROI, is the ratio of revenue to cost. It’s calculated by dividing revenue by cost. For example, if your campaign costs $1000 and brings in $2000 of business, your ROI is 200%. While this may seem like an odd way to measure success (after all, what’s wrong with making more money off of your ad spend?), it’s an important metric for marketers because it helps them determine whether it’s worth continuing their ad campaigns or not.
Campaign Management and Report
Campaign management and reporting are the most important parts of a pay per click campaign. Campaign management helps to optimize your PPC campaign by performing tasks such as setting up ad groups, writing ads, and adjusting bids. Reporting will help you measure the success of your campaign by helping you track metrics like clicks, impressions, CTRs etc. These tools help improve ROI (Return on Investment).
Conclusion
PPC can be a very rewarding advertising channel if you put in the right amount of time and effort. It takes time to build your campaigns and analyze the data correctly, but eventually it will pay off.
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How Does an Ideal SEO Strategy Work?
The key to success in any business is the ability to get your message out. If you don’t have the right tools, it’s hard for people to find your product or service. This is where search engine optimization comes in.
Search engine optimization (SEO) refers to the process of improving the visibility of a website or web page in a search engine’s unpaid results—often referred to as “natural”, “organic”, or “earned” results. Some marketers feel that content marketing can be more effective than SEO because it builds trust and brand awareness.[1]
At its core, SEO is about making sure that your website can be found by people when they search for something on Google, Yahoo! or Bing. It’s a way of ensuring that your website is optimized so that it can appear higher in the search results list when someone searches for something related to what you offer. The purpose of this guide is to give you an understanding of how SEO works and how you can use it to increase traffic to your website:
1. Initial audit and review
We begin the process by using various tools to crawl your website. These tools let us collect the information we need to learn how well your website is currently ranking. We also check your analytics to discover trends and patterns about your traffic and use the free Google Webmasters diagnostic tools.
Next, we’ll analyze your site and create a report that explains what we think needs to be done in order to increase your rankings. This report will include:
- An assessment of the current state of your website
- An analysis of what is working (and not working) on your site with regards to SEO
- A list of recommendations for improving your website’s performance in search engines
- A plan for executing these recommendations
Technical SEO Audit
As mentioned above, search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s unpaid results — often referred to as “natural,” “organic,” or “earned” results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users; these visitors can then be converted into customers.
We start off by learning how well search engines are currently able to crawl and access your website.
What is a crawl test?: A crawl test is a way to measure how well search engines are able to crawl and access your website. We use the data we’ve collected to learn:
- How well search engines can access your website
- How well search engines can understand your website
- How well search engines can index your website
The crawl test gives you insights into whether or not there are any issues with your site’s metadata, re-directs, duplicate content, sitemaps, site architecture, navigation, crawler access, analysis on core web vitals on search console and source code. The crawl test also checks your site’s performance – how fast it loads on a computer or smartphone. Once we make sure search engines can access and understand your website, we need to make sure they can index it too. “Indexing” means search engines are including your website in their results when someone looks up relevant information. We search various queries on Google and Bing and find out how many of the pages from your website are included in the results. If any pages can’t be accessed
Keyword identification and prioritization
The keyword identification process allows us to work with existing keyword target lists to prioritize keywords and keyword themes that are most relevant to your brand. This process involves:
1.Conducting a competitive analysis
2.Identifying the most relevant search terms for your website
3.Creating an initial list of keywords for our keyword strategy
On-page optimization
The importance of SEO cannot be overstated. In fact, it’s estimated that 90 percent of users do an online search before making a purchase. That’s why it’s so important for your website to be visible on search engine results pages (SERPs).
Once we’ve ensured your website is indexed and SEO-friendly, we dig into the rest of the factors that determine your ranking.
We consider factors such as:
- URLs
- Content
- Duplicate Content
- Keyword Cannibalism
- HTML markup
- Interlinking
These factors will help us find even more ways to improve your ranking.
Backlink Audit
When it comes to ranking, what’s not on your website is just as important as what is on it. Your website needs to have high-quality sites linking to it. These links, or backlinks, help determine your page authority. Here, we review your website’s popularity compared to your competition, your backlinks and their sources, how trustworthy your website is, as well as your Page Authority and Domain Authority. Identifying poor quality links as part of link detoxification is important here, so we look for the process and fix it.
In addition to reviewing your competitor’s backlink profile, we also look at the quality of their content. This helps us understand how well-liked their content is by Google and where there might be opportunities for you to create similar content that could potentially rank better than theirs. We also look at how much visibility they’re getting on social media platforms like Facebook, Twitter and Instagram to see how they’re performing there compared to you
Competitor benchmarking
The process of benchmarking is not only about identifying how your company is performing today. It’s also about comparing your performance against industry standards and setting goals for the future.
Content quality review – ON-SITE & OFF-SITE
The next step is to perform a content audit. This can be a time-consuming process, but it’s an essential one and a good way to get an overview of your current content. A content audit will help you identify what’s working and what isn’t, so that you can begin improving your site’s performance.
On-site – a review of the effectiveness of all on-site content, including product pages, blog/articles, content marketing assets like infographics, landing pages, support, and on-site search.
Off-site – an analysis of how and where content is being syndicated or used on other sites and how it is being linked back to your website.
The next step would be to determine what type of content you need. This can be done by looking at your company’s goals and objectives as well as performing keyword research to see what topics are relevant for your industry and target audience.
Finally, we determine the actions that need to be taken to increase your website’s ranking Issues. In reviewing your website, we’ll learn about any issues it may have.
These can include the following::
Missing Alt Tags and Broken Images: Images must always be fully responsive since broken images are bad for SEO. However, since Google can’t see the images, it relies on alt tags to know what the image represents. Alt tags help search engines understand what images are about and their relevance to the content. If you don’t have alt tags, Google won’t know what your image is about, and it won’t be able to rank you well.
Meta Descriptions Issues: Meta descriptions help users decide whether they should click on your website when they find it on a search engine. If your meta descriptions aren’t attractive enough, users may look elsewhere. The fewer clicks your website gets, the lower the search engine will rank it. By providing relevant meta descriptions, you ensure users will click on your website and help your website rank higher.
Duplicate Content Issues: Duplicate content is considered spammy by Google and will result in low rankings for pages that have duplicate content on them.
Refreshing Your Content Regularly: You should refresh your content regularly so that it stays current with changing trends and topics. By keeping up with industry changes and trends, you’ll keep visitors coming back to your website instead of going elsewhere for their information needs.
Low Word Count: When it comes to SEO, there’s no minimum word count; however, words help search engines understand the purpose of a page. And it’s not just about how many words are written either. Google in particular seems to prefer deep and valuable content, rather than fluff. Your content should be as long as it needs to be to convey the right information, without any unnecessary repetition or rephrasing.
Broken Internal and External Links: Having broken links can be extremely damaging for your SEO. While a couple of broken links are usually not a big problem, the more your website contains, the less friendly it will appear to both users and search engines. This is especially true of search engines because they don’t typically crawl your whole website at one time. So the more broken links you have, the more likely it is that a search engine won’t find the content it is looking for.
Duplicate Content: Different versions of essentially the same text on multiple pages can hurt you if it’s identified by search engines as duplicate content.
The key to success in any business is the ability to get your message out. If you don’t have the right tools, it’s hard for people to find your product or service. This is where search engine optimization comes in.
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Contact us today for a complementary digital marketing consultation: info@pinecone-media.com
Website: https://pinecone-media.com
Why SEO Is So Important For Your Website?
The purpose of SEO is to help your website rank higher in search engine results. This means that people will see your site before other sites when they search for something related to what you’re offering.
SEO can also be used to help drive traffic to your website by increasing its visibility in organic search results, which don’t require any payment or effort on the part of the searcher.
The most important thing to remember about SEO is that it’s a long-term strategy. It’s not something you can do once and expect immediate results. You’ll need to work consistently at building authority and trust with search engines over time.
The main goal of SEO is to get more traffic from organic (non-paid) sources — such as Google, Bing, Yahoo and Baidu — through better rankings on SERPs (search engine result pages). Achieving this type of traffic means more people will find your website through search engines like Google, Bing and Yahoo! than would otherwise have done so organically.
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What is Mobile Advertising & How Does it Work?
Mobile advertising is one of the most effective ways for brands to reach their target audience. Every day, consumers use their mobile devices to find an amazing variety of things, from news and weather updates to eating establishments and listings of restaurants nearby. You can be sure that virtually anyone who wants to find out about a new restaurant or book a flight is looking down at their smartphones right now … or sooner rather than later.
The key to mobile advertising is to target those people already searching for something related to your brand or products. This makes sense for two reasons: First, people are likely already interested in what you have to offer; second, it’s incredibly easy for these prospective customers to find your ad and visit your website or shop online.
Mobile advertising doesn’t just work on a website, either – it also works with apps! Want to send coupons directly from your company app? Or maybe even advertise when someone opens up the app itself? It’s all possible with mobile advertising.
Mobile ads can work anywhere on the web – including social media platforms like Facebook and Twitter – but they have some special advantages when placed inside apps themselves. For example, if someone downloads an app that offers coupons and promotions based on location, then they receive a push notification.
The Key to Successful Link Building
1. Partner with other companies: When it comes to link building, the more people you can get on board with your initiative, the better. And while you may not have enough content on your own website to build a ton of links, chances are that other companies do. So partner with them!
2. Partner with employees: While we’ve already discussed how partners can help you with link building efforts, what about your employees? You may not be able to get them all working together on a single project (scheduling and budgeting for this would be difficult), but you can certainly get some of them involved in pushing out your content via social media.
3. Leverage industry events: For example, if you work in the education industry and there’s an event coming up that would be relevant for your business (such as a conference or trade show), reach out to see if they would be interested in having someone from your company speak at their event. If so, offer them a free ticket in exchange for promotion of their event (and by extension, yourself!).
4. Reach out directly: This one might seem obvious at first glance but it’s actually quite powerful if done properly. If there’s an organization or company.
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Starting out with your small business? What steps do you need to take?
The first thing to do is to set up a blog. A blog allows you to share your expertise and knowledge with others. You can write about anything you want. You can even share tips and advice about your industry. The best part is that it’s free!
The second thing is to create a website for your business, if you don’t already have one. If you already have one then make sure that it has an informative content on it and make sure that you update this information regularly as well as adding new posts on a regular basis.
The third step is to create a social media account such as Twitter or Facebook etc and start posting links to other websites that contain valuable information that would be of interest to the people who follow your tweets or updates on Facebook etc
The fourth step is to get involved in forums or discussion boards where people can ask questions or provide answers so long as they are related to what you are offering in terms of services etc
The fifth step is to get involved in guest blogging which means writing articles for other websites in exchange for linking back.
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What is Local SEO?
Local SEO is the process of optimizing your online presence to increase local traffic, visibility, and brand awareness. Common tasks include:
- Optimizing your Google Business profile
- Finding local keywords
- Creating locally relevant content.
Any business that has a physical location or serves a geographic area can benefit from local SEO. You know that content marketing is the key to success. We develop custom, engaging content on your behalf to attract new customers, increase conversion rates and boost engagement.
We use data-driven strategies to increase your organic visibility in search engines like Google with a focus on long-term results in order to maximize ROI on marketing investment. Our team will deliver clear recommendations on how to improve rankings through search engine optimization (SEO), paid search advertising (PPC), social media marketing (SMM) and email marketing (EM).
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At Pinecone Media, we believe in delivering the right message at the right time, through the right medium and to the right person
We know better than anyone that marketing is critical to your success. At Pinecone Media, we believe in delivering the right message at the right time, through the right medium and to the right person. We are a full-service digital agency that offers online marketing services that drive revenue and increase traffic to your site. Whether you need a full digital marketing strategy or someone to manage your Ad buys or help create compelling content, we can take your marketing efforts to a whole new level. Our content marketing and strategy services allow you to consistently come up with new ideas that engage your audience, improve the overall user experience and increase awareness of your brand. We work with you to craft a personalized approach that moves your customers through the buying journey in a way that makes them aware of your offerings, so that revenue is generated for both companies and governments all over the world. That’s why we partner with some of the world’s best companies & public sector clients and have successfully helped many move beyond their budgets to seize growth opportunities. Because we understand what it takes to succeed, our solutions are unique to every client and tailor-made to help achieve your growth goals.
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End-to-end digital media
At Pinecone Media, we believe all digital marketing is about creating this experience for a customer when they first interact with our brand. We start with a high level plan that focuses on your needs and then we determine the best mix of options to achieve those goals. From there, we unlock customer insights and drive marketing growth by turning data into consistent, effective marketing tactics. Our expertise in media, brand and technology allows us to develop tailored strategies that build your audience and promote growth.
Learn how you can use our digital marketing expertise to develop and execute campaigns that deliver real results for your business.
Pinecone Media is an award-winning digital marketing agency that delivers results for businesses across the country. Our team of experts has built successful online marketing campaigns for B2C and B2B companies, ranging from small businesses with a single location to large corporations with hundreds of sites. In addition to digital advertising, we also offer SEO and content marketing services as well as strategy consulting that helps you make the most of your content and marketing budget.
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