Search Advertising Tips:-
- First of all start Identify and follow the guide lines & policy of Bing, Yahoo!, and Google search ads before running your campaign as all search engine have slightly different formats & rules.
- Keyword tips:-
Use negative keywords to eliminate unwanted clicks: You can use negative keywords to filter out searches for different products or services, searches that aren’t relevant to your business, or people who aren’t likely to make a purchase.
- Remove duplicate keywords: Google shows only one ad per advertiser on a particular keyword, so there’s no need to include the same keywords in different ad groups or campaigns. Since the better performing keyword will trigger your ad more often, remove the duplicate that performs worse. Keep in mind that it’s okay to include duplicate keywords for campaigns targeting different geographic regions.
- Optimize low-performing keywords: It’s essential to regularly review your keywords to ensure that they’re all performing well and providing you with a good ROI. If a keyword is not directly related to your business, website, and ad text, it’ll trigger impressions and clicks that are not likely to convert into actions you care about, like purchases or signups. Here are some key measurements to look for to identify whether a keyword is performing well or not:
- Keyword diagnosis:Performing a keyword diagnosis will give you a detailed view of each keyword’s Quality Score along with tips for improvement. To diagnose your keywords, hover over the speech bubble icon next to the status for any keyword in the “Keywords” tab. You’ll see a help bubble appear with information.
- First page bids:Check your keywords’ estimated first page bids, which is the approximate cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when a search query exactly matches your keyword. You can use this estimate, which is based on the Quality Score and current advertiser competition for that keyword, to get greater insight when planning your bidding strategy.
Display URL (Display Path):-Optimize the URL displayed in your search ad so that it’s relevant to the product or service you are promoting.
- Ad text Tips :-
Include target keywords in your headlines and copy that either match or closely match the keywords you bid on in order to boost the chance that your ad appears for those terms.
Understand the buying cycle: To maximize your ROI, try to understand what stage within the buying cycle a customer might be in: the awareness stage, the research and comparison stage, or the buying stage.
- Use keywordsto separate the serious buyers from the online equivalent of window shoppers. For example, customers searching with terms like “reviews” or “ratings” are probably still researching the product and might be less likely to make a purchase at that stage. By understanding the buying cycle for your specific product or service, you can filter out such customers with negative keywords or direct these customers to more research-friendly parts of your site.
- Ad textcan also help you reach customers in the right stage. The call-to-action should reflect the action that you consider a conversion, whether that’s a sign-up, a request for more information, or an actual sale. Conversion-related calls to action will set the right expectation for customers in various stages of the buying cycle.
- Enhance your ad with extensions:Ad extensions tend to improve the click through rate (CTR) of your ads. Depending on the products or services that your business offers, you might consider using different ad extensions. For example, sitelink extensions allow you to add links to your website and help people find what they’re looking for, call extensions let people click a butto
- CTA (CALL TO ACTION): WORDS- Write strong calls to action for your search ads that directly state what you want consumers to do. For example “Contact for a Free Estimate” or “Get a 50% Coupon.”
- When using a click-to-call extension, consider using a tracking number so that you can identify and measure which ads perform the best.
- Don’t spend precious text ad character count on your business name. It should already be in your optimized URL.
- Do capitalize the first letter of major words in your ad. Don’t (read “NEVER”) go crazy with all caps.
- Should you use correct punctuation in text ads? Yes! It just makes good sense.
- Using trademarks in text ad copy is a no-no unless, of course, you own them. You can, however, bid on terms relevant to your business.
- DUUA (don’t use unknown abbreviations). While it could pique the interest of a few searchers, why take that chance?
Experiment with bids and budgets to see what works: Test different bid amounts and budgets and measure how effective the change is, test bids for profitability and ROI, and test budgets for ad exposure. We suggest adjusting amounts in small increments to allow your keywords to accrue conversion statistics and performance data with the new settings. Allow at least a few days between changes so you’ll have enough performance data to make an informed decision.
- Allocate your budget according to performance:An important aspect of budgeting is making sure you have appropriate budgets for each campaign. For keywords that are profitable, you probably want to show them all the time. To do this, the campaign’s budget needs to be sufficiently high so the campaign isn’t limited by budget. If you’d like certain keywords to receive maximum traffic, make sure they’re in campaigns whose daily spend isn’t reaching or exceeding its daily budget consistently. Try to prioritize your products or services and then match budgets to each campaign based on priority. If your overall advertising budget is limited, find budget from campaigns that have unused budget or that don’t convert well, then reallocate that budget to high performing campaigns that are limited by budget.
- Adjust your keyword bids:With conversion data, you’ll better understand how profitable your keywords are with their current bids and can identify which keywords could be more successful with adjusted bids.
- For keywords that show a profit(such as having high conversion rate and low costs), you might try increasing their maximum cost-per-click (CPC) bids. While costs may increase, your ad position could rise and provide more ad exposure, potentially increasing your conversion rate and ROI. In other cases, it may make sense to lower the bid for a keyword even if the keyword is profitable. By lowering the bid, you’ll lower the average amount paid, which may increase the profit margin for that keyword.
- For keywords that aren’t profitable(such as having a low conversion rate and high costs), you might try decreasing their bids to lower your costs. A lower bid is likely to decrease the keyword’s average position, the number of impressions and clicks it receives, and as a result, the cost it incurs. Not only can this strategy improve your ROI on low-performing keywords, but in some cases, it can also free up part of your budget so you can invest in more valuable keywords.
- Use ad scheduling to automatically change your bids throughout the day:Ad scheduling includes an advanced setting which lets you adjust the pricing for your ads during certain time periods. Use the bid adjustment feature of ad scheduling to automatically take these actions:
- Increase your CPC bidsby a certain percentage on days or times of day that are most profitable for you. For example, if you find that your ads get the best results before noon, you can set your bids higher during that timeframe to try and get more impressions and clicks.
- Decrease your CPC bids on days or times of day when appearing in a high position doesn’t result in profitable clicks.
1 .If you haven’t updated your website since 2012, do it now. A clean, modern design is key in digital marketing, plus it ensures that you meet today’s best practices and Web standards.
2.Make your website mobile-friendly! The 2014 Local Search Studyresults indicate that nearly 80% of local mobile searches end in a purchase. This is a big audience you shouldn’t ignore.
3. Accurately complete your site’s metadata (title tags, descriptions, alt text, etc.). Not doing so can negatively impact your visibility on SERPs.
4. A business blog is a winning addition to your website. It can help boost your site’s SEO, set you apart from the competition, and demonstrate your knowledge and expertise. It’s a win-win situation.
5. In order to get found by local consumers, you need to optimize your site with local information like your address and geo-targeted keywords.
- Having a business blog is useless if you don’t regularly create and promote original and sharable content to help prove relevance and therefore rank in search engines.
- Enable share buttons on your blog so that readers can easily post your content to their social media pages and drive visitors back to your website.
- Optimize your Google+ Local pageto help your business name, phone number, location, and even opening hours show up in Google Maps and Google’s local search results.
- Much like Google+ Local, Yelp is platform to complete and post information about your business. More importantly, it helps feed Apple Maps with local business results.
- Include geo-specific keywords, such as your city, neighborhood, and zip codes, in your website, blog, and even social media copy to appear in search results for these terms.
- Don’t only promote blog posts once. Repurpose them as engaging images, quotes, or questions in order to generate additional views, shares, and subject relativity.
- Getting backlinks from influencers and other industry-related websites that have already established credibility are great for building your own authority and driving more visits back to your site.
- Enable Google Authorship to help build your personal brand. By establishing yourself as a subject matter expert, you can share your own content, generate more shares, and drive more website visits.
- Since positive reviews rank in search engine results, generate positive reviews with high rankings to help persuade consumers to choose your business.
- Once you receive positive reviews, promote them on your website and social media sites so that consumers who search for you business on social sites or local directories see the great things others say about your business.
- Images can help sell your business, and they also rank in search engines. Don’t name your images “photo.jpg,” and instead name them more descriptively, add alt text, or captions on your website to help images show up in search results.
- Think, review, and review again before you make a social media post or comment. The ability to easily take screenshots makes it difficult to take back a social media mistake.
- Since your employees also represent your brand, both in person and online, implement a social media policy that at the least permits them from sharing internal information.
- Before you jump on a trending hashtag, make sure you know the origin of it. Not doing so can potentially cause social media regrets.
- Like it or not, you “share” your brand on social media. And since consumers can start good and bad conversations about you, make sure to set up alerts that notify you of new mentions, comments, or messages.
- Social Media Lead Generation:-Lead Generation on LinkedIn:LinkedIn is definitely trying to position itself as the go-to social media channel for business and they’ve largely succeeded.Here’s how to reach out to the ultimate decision makers on LinkedIn:
- Search for connections and request an introduction.LinkedIn’s connection hierarchy helps keep the platform exclusive and professional. Find a common connection between you and the profile you want to connect with, and request an introduction.
- Join groups and participate in discussions. There are various groups you can join in on LinkedIn, and getting engaged in a group is one of the easiest ways to connect with people without the need for a shared connection. Make sure to be helpful and authentic and always engage on topics that you’re genuinely interested in.
- Check out who’s viewed your profile.Make it a habit to check who’s viewed your profile on LinkedIn. You can take it one step further and message anyone who’s taken a peek at your profile to see if you can help them with anything. This is a great way to start a conversation and create a new connection.
- Play fair when building your lead list.Always ask to be introduced to people who do not know you. Adding people left and right without actually knowing them, or worse, when you have no shared connections at all, will make you seem untrustworthy.
- Stay active and relevant. Staying active on LinkedIn doesn’t just mean adding people every day. Nurture potential leads by publishing relevant, timely, and informative content. This will remind people why they connected with you in the first place. Use your editorial calendar to help ensure that your LinkedIn campaign is at the top of its game.
Lead Generation on Facebook:
Facebook has approximately 936 million daily active users, and about 83 percent of them are outside of the United States. Facebook remains a top choice for most marketers because of its huge number of active daily users and relative ease of use.
Here are some ways you can leverage Facebook’s vast reach:
- Play nice.Facebook is all about engagement, and they have rules. As a tech marketer, you are representing your company on a huge platform. So stay professional!
- Set up pages. Build an audience. Join groups. Create an official Facebook page for your company to build an audience. Apart from publishing relevant content and engaging with your audience online, extend the conversation outside the official page by joining groups and bringing outsiders in.
- Use a simple, short vanity URL.When you first create an official Facebook page, you’ll notice that the URL is just a combination of characters. Choose a good vanity URL that you can share outside of Facebook—in print, TV and radio ads, and on other social media platforms. Keep it short and simple, so it’s catchy and easier to remember.
- Go for paid ads.Investing in regular paid ads can help you reach a wider audience. If you haven’t done it before, try it once and measure the returns on your investment to see if it’s an effective tool worth consideration in the future. see how to generate paid Campaign for lead generation
- Createonline brand ambassadors. Chances are, you’ll find very active users who visit your page. Empower these individuals by transforming them into online brand ambassadors. Bring in bloggers or even celebrities, as this is a good way to introduce your brand to new audiences.
- Now that you’ve set up your online stage, it’s time to engage. Answer queries in a timely fashion and respond to any comments that mention your brand. If users are mentioning positive things about your brand, thank them. If users are posting negative comments about your brand, ask them why and respond empathetically if they tell you their problem.
Lead Generation on Twitter:
A staggering 82 percent of social media-generated leads come from Twitter. Social media is all about connecting with an audience, that’s why 74 percent of companies use Twitter to distribute content.
Here are some smart ways to generate potential leads with a tweet:
- Schedule your tweets.Analyze your audience to see what time of the day they are most likely to be online. Allocating a specific time during the day for your Twitter tasks is a good practice.
- Use Bitly.com.Twitter is popular because the content is short, fast, and fuss-free. If you want to share article links, use bitly.com to shorten your URLs and track how many clicks they receive.
- Easy on the hashtags. Keep your hashtags to a minimum. One or two hashtags per post is enough. Nobody wants to read tweets with the ‘#’ symbol all over it.
- Go for paid tweets and ads.Just like Facebook ads, paid tweets and ads are good ways to reach a wider audience. However, make sure to segment your audience when rolling out paid ads. Customizing your ads to target specific audiences will help your ROI, providing more audience engagement and increasing click-through rates.
Lead Generation on YouTube:
About 77 percent of small businesses have used YouTube for marketing purposes. To date, videos are the fastest-growing type of content on the web. IT and software companies can harness the conversion powers of video content by producing a good mix of tutorials and marketing videos.
Cisco predicted that by 2019, about 80 percent of all consumer internet traffic will be generated by internet video traffic. That’s huge!
Here are some fantastic ways to tap into the power of video traffic using YouTube:
- Create a YouTube Channel.A single video is not enough. You have to come up with regular high-quality video content to keep your audience’s attention. Creating a YouTube channel will help you organize what you publish and help users find your content.
- Create top quality content.Make sure your video content is something worth sharing. Keep your videos short, informative, and entertaining and people will talk about it for months. Don’t limit yourself to tutorials. Even if you’re selling technology, there are many ways to spin it to make things more interesting.
- Use keywords in the video title.A good video title does half of the job of getting your audience’s attention if they happen to come across a social link. But adding keywords to your video’s title will help people find it if they’re simply firing up a Google search.
- Add relevant links to your YouTube videos.Embedding a URL that leads to your company’s landing page or Facebook page is a good way to lead your audience from one social media platform to another. If a viewer wants to learn more, don’t make it hard for them to get to your site.
- Serialized videos. If you have a social media campaign, supplement it with YouTube video content and release it as a series. This is a good tactic to engage your visitors and followers multiple times.
- Share!Don’t depend on YouTube alone. Share the videos across all of your social media channels to generate more leads from various touch points.