Search Marketing - WebConsulting | Website Optimisation, SEO & Design

Googles New Keyword Tool Launched

There has been some confusion over the last few months over Googles various Keyword Tools. Late last year Google announced a beta release of a new keyword tool, and just this week this has been officially launched and now the original Keyword Tool and Search based keyword tools are no longer available in Adwords.

Google claim to have combined the “best features” from two previous keyword tools into one and now that the updated Keyword Tool is the only Keyword Tool available in AdWords, have suggested that it is simply called “The Keyword Tool.”

The New Keyword Tool is designed primarily for use with Adwords, but is also accessible without signing in to a Google account. The benefits over earlier versions include:

Flexible search options: now able to Search by any combination of keyword, website/URL, and category to get a single set of results
Keyword Filters: able to Filter results by word or keyword match type
Negative keywords: can more easily add keyword ideas as negatives right from your keyword list
Advanced options: able to View statistics for mobile search and use data filters based on local searches, and more.

One thing to be aware of with the new keyword tool are changes in the way Global and Monthly search volumes are being calculated. Previously these search volumes included searches undertaken on Googles search partner sites , but now, apparently only “Google.com search traffic” is taken into account. It is not yet clear whether or not this includes Googles country specific search engines (such as google.com.au)

Creating Optimised Banner Ads

By webco

Some years ago, Banner Ads used to be the “flavour of the month” and were very widely used. They went out of popularity, but are still quite common, and can also be very effective when couple with PPC Campaigns. But banner ads are not created equal. Some are effective in conveying your message, while some are ignored. Low click rates are not necessarily the result of the medium but rather, the effectiveness of your banner ads in building brand awareness, generating click-throughs, and boosting sales depends on how it was created.

Better to show a banner than show nothing.

Not advertising at all means no sales at all. People have to get to know about you before they’ll buy from you. Compare banner advertising to a newspaper of 50 pages. There are a lot of ads in a newspaper. Quite frankly, you’re not going to see all of the ads even if you look at each and every page. Most websites are designed in an organised fashion where only a few ads are shown at a time. This gives you a better likelihood of having your banner shown.

To make sure that your banner advertising dollars are spent well, your banners must be designed and implemented with the following characteristics:

1. Keep your message short and simple.

You only have a few seconds to capture the attention of the viewer. Hence, you must be able to get your point across in a few words, as a wordy ad won’t get read. Find the right words and images – including animated GIFs ofr flash that allow short messages to rotate – to trigger action. Too much clutter adversely affects the performance of a banner and negatively impacts on a banner’s ability to brand. Concise ads are successful because they deliver a message or name that the viewer can remember.

2. Provide something interesting to viewers.

It is not necessarily true that people do not read ads. People only read what is interesting to them – and sometimes, it can be an ad. Making the case for targeted placements, your banners will only be successful if you seek out people receptive to your message. You banners will simply be part of the clutter to be ignored if you serve up your ads to viewers who considers your message irrelevant to them.

3. Give people a reason to click.

Viewers will only respond to a compelling proposition. Your banners must be attractive or interesting enough to be successful in generating even the slightest flicker of response. People react favourably to banners that provide them a chance to win something. A banner where they can get something for free or a special discount also gets high click rates. Develop your banner’s message around the most persuasive reason why people would want to go to your site, be it the information you provide, special offers and promotions, or products that can make their life much better.

4. Develop follow-through mechanisms.

Leading users who clicked on your banners to your home page is acceptable if your advertising goal is to develop branding for your site. However, if you offered a special promotion or solicit a specific action from the user, you must create follow-through mechanisms for these users. A special page explaining the promotion in detail, for example, provides visual or messaging clues about what to do next. In addition, having a special page for each of your banners can help you determine which creative is more effective in bringing in traffic or sales.

5. Always test your ads.

Before going full-blast in your campaign, you need to test your banners with a subset of your target audience. You should experiment with various banner designs to gauge the appeal of your promotional offers and the type of message that brings a high-interest customer. Most ad networks now allow advertisers to conduct a test run.

6. Consider using rich media.

Rich media banners, which include animation, sound and other special effects, can increase your response rate. These banners could facilitate e-commerce and may even lead to instant revenues. Some rich media banners have a built-in order area, expandable order forms, and even secure server technology to protect credit card transaction. The drawback, however, is that rich media banners will cost more to produce and place; and they are not available on all web sites. Plus, the banners can sometimes slow down web page loading times. If you have the resources, try incorporating rich media in a banner and test how it performs with standard banners.

Finally…Some Quick Design /Content Tips

Banner Ads are 468 x 60 pixels in dimension. This is a standard size.
Banner ads should be 15k or less in size. Otherwise they take too long to load.
Display your website address on your banner. This way, if nothing else, the viewer sees your website.
Always include your company name on the banner.
Include just one main benefit or interest point on your banner. Something that would immediately draw an interested parties attention.
Use fonts that are easily readable.
Use colours and designs that are attractive but not gawdy. If you’re not sure, ask some friends what they think.
Look at the ad and ask yourself if you would understand what this banner is trying to advertise. Don’t assume that people understand what you’re trying to sell. If after looking at it, you don’t understand what you’re selling, please redo the ad. Ask your friends to critique the ad for you.
Make the best use of ad space. Let’s face it, 468×60 is not a lot of space. You have to get the best value for the space.
Make a few ads and then test them out to see which ones perform better. Even though you feel you’ve made the best ad in the world, you might find better results with different ads. It happens all the time.

Optimise your pay per Click Landing Pages

By webco

So you’ve setup your Pay Per Click (PPC) campaign, and your ads are up on Google AdWords, but have you created a safe landing for your site visitors?

Do this Now ! Run a search on Google and find your Pay Per Click (PPC) ad. Click on it. Where does it bring you? Your home page? I hope not. If it does you should consider creating a specific landing page for your PPC ads. A landing page is the page you create with the primary goal of converting your PPC traffic into sales or enquiries. This page should encourage your potential customers (that you have already paid for!) to go exactly where you think they want to go.

Here are some tips to create a good landing page:

1) Focus! Focus! Focus!

The landing page should be about your product or service. No links to other sites, no advertisements, no waffle. When people arrive at your landing page, they should already be predisposed to buy (since you wrote such an excellent ad to get them here in the first place) and are trying to either find out more information about your product/service, or click the “Buy now” button.

2) Specialise your landing page

Use a different landing page for each group of keyphrases. If you sell Widgets and Wodgets, don’t use the same landing page for each. Create a new landing page for each product (or each group of products) and send the clients directly to the page they are interested in.

3) Give them information

If they are not yet sold on your product or service, then they are going to be looking for more detailed information when they arrive at your landing page. Give it to them. You have to convince them that you have the perfect product or service to solve their problem. If they run out of information before they make a commitment to buy, then you have lost them. Nobody will spend money until they are convinced that your product or service is the right choice for them. So prove it.

4) Tell the reader what you want them to do

Use calls-to-action. If you want them to buy your product, than tell them often how to do it (“Click here to buy”). If you want them to call you, post the number up with instructions (“Call us now at 1800-999-999”). Repeat it throughout the text, then again in big and bold at the end.

5) Use graphics

Use pictures to sell your product or service. Pictures of the product or pictures of satisfied customers sell. Use them – and use them often.

6) Run tests

Set up two (or more) landing pages to see which ones convert better. You can use Giigles Website Optimiser toolf for tjhis or set up two identical ads and send one to each landing page, then compare conversion rates for each page. Figure out why one converts better and try to improve the other one. Then, run more tests until you are completely satisfied with the results.

Set up your landing pages so that your potential customers arrive for a safe and controlled landing. If all goes well, they will step out of the plane with their credit cards already in hand – and their money almost in your pocket.

Promoting your internet business

By webco

Promoting your internet business can be a tough task. The costs of traditional advertising are prohibitive. It can cost as much as $50,000 to run a print advertisement in a prominent publication. It can cost much more than that to produce and run a TV commercial, especially if the commercial airs during peak viewing hours. Online marketing is a problem too, because it is extremely difficult and takes a long time to climb to the top of the search engine rankings.

So, what should you do? Well, you will need to do rely on the same thing all internet businesses do when they first start out. Of course, we are talking about pay-per-click (PPC). By advertising with pay-per-click, you pay a certain price per click to be listed near the top of the first page of the search engines for your chosen keyword or phrase. Every time someone clicks on your PPC ad, you pay for that click.

If you have never used PPC before or do not know what it is, perform a search on any search engine and you will notice that at the top or to the side of the search results you will see a section called “sponsored links.” These are websites that are paying a certain amount per click to be listed there.

PPC can be very expensive depending upon what keyword you want to receive clicks for, but there are ways to budget your money wisely so you can maximize the effectiveness of your PPC marketing campaign without having a ton of money to spend. Some of the companies at the top of the sponsored links section might be bidding up to $20 per click for certain keywords. Insurance companies such as Geico and Progressive often bid up to $25 per click for the keyword “auto insurance.”

However, for most keywords, you can bid relatively low and still get a lot of clicks. Each PPC service has a traffic calculator that tells you how many clicks you will receive given a certain bid price and daily budget. So, if you want to spend $0.50 per click, you can put that bid into their traffic calculator and it will tell you how many clicks you can expect to receive at $0.50 per click and how much that will cost per day. The traffic calculator will also tell you what your position will be (the higher your bid price, the higher your position will be within the sponsored links section for that keyword).

There are several PPC programs that you can use to receive traffic. There is Google Adwords (spans several engines, including Jeeves, AOL, and Google), Overture (Yahoo and other engines), and many others. They are all reliable, and they will all deliver traffic to your website.

The most important part of PPC advertising is knowing what keywords or phrases to bid on. You have to remember that most people using a search engine are only looking for information, and are not seeking to buy a product or service. So, if you are using PPC to get traffic to your website in order to sell something, make sure you bid on a keyword that will bring you customers who are looking to make a purchase and are not there just to glean information.

For example, if you are selling Vitamin A on your website, and you bid on the keyword “Vitamin A,” you are going to receive a lot of traffic from people who visit your website merely to read what is there, because they are probably just looking for information about Vitamin A and do not want to buy it. Instead, you should bid on the phrase “Buy Vitamin A.” In this manner, you will only receive qualified traffic from people that are looking to buy vitamin A, which will increase your sales and allow you to get more bang for your marketing buck.

PPC advertising is the most effective form of advertising on the internet, so you should use it when launching your new internet business. Just make sure that you bid within your budget and use specific keywords or phrases so that you will receive qualified traffic, and you will do fine.

So What is a Sitemap anyway ?

By webco

Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling. In its simplest form, a sitemap is an XML file that lists URLs for a site along with additional metadata about each URL:

when it was last updated
how often it usually changes
how important it is, relative to other URLs in the site

That information helps search engines to more intelligently crawl your site. The Sitemaps protocol is a standard that makes it easier to create a sitemap that can be parsed by all search engines.

How can the Sitemaps protocol help your website?

Web crawlers usually discover pages from links within the site and from other sites. Sitemaps supplement this data to allow crawlers that support sitemaps to pick up all URLs in the sitemap and learn about those URLs using the associated metadata.

The sitemap allows you to inform search engines about the pages on your website. Depending on how your website is structured, it can be easier for search engines to find all of your web pages if you use a sitemap.

How do search engines find my Sitemaps file? What’s new?

The big four search engines Google, Yahoo, Live/MSN and Ask will now automatically index your Sitemaps file if you add a link to your Sitemaps file in your robots.txt file.

All the major search engines regularly check the robots.txt of a website. Just add the following line to your robots.txt file:

Sitemap: http:/www.yoursite.com/sitemap.xml

Of course, you can also actively inform Google and Yahoo about your Sitemap file. This is not possible with Live/MSN and Ask.

Does a Sitemaps file improve your search engine rankings?

Using the Sitemap protocol does not guarantee that your web pages are included in search engines, but provides hints for web crawlers to do a better job of crawling your site.

A sitemap helps search engines to find your web pages but it does not help you to get higher search engine rankings.

When search engines index your web pages, they must find optimised web page content and good inbound links. Search engines will only give your web pages high rankings if they have both.

The Sitemaps protocol can help you to inform search engines about your web pages. Further information about the new sitemaps standard can be found on the official sitemaps web site.

Googles New Keyword Tool Launched

Creating Optimised Banner Ads