Blog items tagged with "ppc"
Tags: seo , ppc , local seo , web marketing , web presence , internet marketing , social media
OIC Group, Inc. has recently raised the curtains on a new website project. The new project is dedicated to providing highly-specialized organic SEO for plastic surgeons and related medical practitioners.
The website is www.OptimizedSurgeons.com, and the purpose is to develop a well-optimized website that caters to the SEO needs of plastic surgeons. The new project runs parallel to OIC's efforts in building an authoritative network of blogs and websites geared for link generation - many of which are related to health, medical, surgical topics.
In short, Optimized Surgeons is a unique brand that's focal to providing search marketing and SEO for surgeons. Not only is the market vast for quality SEO services, but the opportunities available for surgeons are plentiful.
Practice Focused SEO for Surgeons
Many individuals are using Google and other search engines to find surgeons for breast augmentation, rhinoplasty, cardiovascular surgery, and so on. In other words, no longer are individuals searching Google for "Grand Rapids surgeon," but they're getting more specific by searching long-tails like "breast augmentation surgeons in Michigan".
This presents a valuable opportunity for surgeons to capitalize on SEO. A surgeon who can rank at the top of the search results for their surgical specialty and geographic area can define his or her practice as the authority.
For instance, breast surgery is a common category that only select surgeons offer. If a surgeon in Grand Rapids chooses to invest in an SEO program with Optimized Surgeons, they can attain top keyword rankings for many different keywords that reflect their offering, like "breast implants Grand Rapids" or "breast augmentation Grand Rapids, MI".
As a result, this particular surgeon in Grand Rapids can acquire many valuable leads and potential new patients. This begs the question to any medical professional: what value to does SEO and web marketing have to my practice?
If a new patient yields over $4k for your practice, then a $750/month SEO program would be an obvious marketing investment. But beyond the rankings achieved from organic SEO, Optimized Surgeons can help clients realize much more with their marketing investment.
Building More Than Just Rankings, Optimized Surgeons Builds Brands
Through the use of other web marketing channels like social media and Pay Per Click (PPC) advertising, Optimized Surgeons can also be considered a digital branding firm. Together, these elements not help to supplement plastic surgeon SEO programs, but they help define the local online brand for their client's surgical practice. The value gained from such comprehensive programs help build the reputation and credibility of one's surgical practice for years.
Tags: seo , web design , ppc , local business , peoria , oic
Many local businesses are beginning to realize the importance of having an online presence (beyond a Facebook or Google+ page.) Whether a new website serves as a simple point of contact, a sales funnel, or a marketing investment to capture new business, the opportunities in having a well-branded website offer a number of benefits.
OIC Group is realizing his heightened demand for affordable, cost-effective website services first hand. As a commercially vast region with a growing economy, more businesses in the Peoria, Illinois area are seeking a web design company to best meet their website needs. As local business advocates and pioneers in the web design industry, OIC helps bolster this growing need with a wide range of website services.
Manage Your Website with Ease
One of the most common limitations in investing in a new website is the management of the site (e.g. updating content.) Many companies assume the need to hire a webmaster with a technical background, which can be quite expensive. A content management system (CMS) can be a cost-efficient alternative, enabling anyone with basic computer skills to manage content and make website edits with ease.
What separates OIC Group from other Peoria web design providers is the company's flagship CMS Exponent CMS. Not only does Exponent CMS enable just about anyone to manage the website, but Exponent is also SEO-friendly in many ways.
Exponent is somewhat similar to other CMS's, such as WordPress or Drupal, however it uses a more intuitive and logical interface that makes content management extremely simple. Instead of managing a website from a back-end dashboard, users can edit copy, add media, and make tweaks to the content as it is seen on the actual page. In essence, Exponent merges a front-end editing interface with seamless CMS functionality and highly SEO-friendly features.
Ensure Your Website is Visible in Search
Many Peoria-based clients of OIC often take their website to the next level by ensuring it's visible in search. By pursuing services in search engine optimization (SEO) and/or Pay Per Click (PPC) advertising, businesses make the most of their website by getting in front of new customers who are actively seeking their products or services.
The Internet marketing team at OIC Group has experience building SEO, PPC, and social media marketing campaigns on both a local and national scale. OIC's marketing team conducts thorough assessments and custom tailors various program options to choose from. In essence, OIC offers effective solutions and services program that can meet virtually any marketing budget.
Expand Your Definition of "Going Local"
When we think about "going local," we often think of buying produce from local farmers or doing our Christmas shopping at local retailers. Rarely do we consider the local impact of more B2B-related services, especially in the form of web design and web development.
Peoria web design company, OIC Group, Inc., is proponent of this local shift in business orientation. As more and more consumers become local advocates for the communities in which they live, the same trends are also impacting commercial relationships and vendor partnerships. The focus of OIC Group is simple: to provide locally-focused website services for Peoria-based companies, with affordable website packages for small businesses.
Interested in Learn More? Let's Connect.
The experts at OIC are happy to speak with you regarding any interests you might have in the company's products or services. Whether you are seeking a local web design company in Peoria or an SEO specialist to handle a national campaign, the team at OIC Group is well-versed to help spearhead your unique project.
Peoria, Illinois Headquarters
112 State Street, Suite LL-B
Peoria, IL 61602
Tel: (309) 680-5600
Fax: (888) 898-8512
About the Author
Tyler Tafelsky is the Internet marketing manager here at OIC Group, Inc. Tyler spearheads most of the SEO, PPC, and social media marketing campaigns here at OIC and works with clients on both a local and national level. You can follow Tyler on Twitter, at YisooTraining.com, or connect with him on Google+.
Tags: pay per click , keyword bidding , ad extensions , tips , ppc , google , adwords
Managing a PPC campaign on Google AdWords can be a confusing undertaking, even for adept search marketers. Many businesses and advertisers balk at the PPC model because they think it's an ineffective waste of ad spend.
The truth of the matter is, when a PPC campaign is well-constructed and properly-managed, the results can be quite substantial. It all comes down to understanding the basics of PPC campaign management.
Whether you operate a small business with a local target market, or an ecommerce store with national focus, the PPC campaign management tips mentioned below will help to ensure your PPC investment is profitable.
1. Ensure Your PPC Campaign Settings Are Correct
Upon creating your first PPC campaign in AdWords, you are presented with many settings options. A few of these options will make or break your campaign if not addressed.
- Always select the option to run a "Search" only campaign (never combine Display & Search PPC advertising campaigns.)
- Know your geographic parameters. If you're doing PPC campaign management for a local business, you'll want to set your ads to display only to searchers in your specified target locations.
- Set your ads to rotate evenly. Although Google will display a warning sign, disregarding the warning. Even ad rotation is key to conduct ongoing testing of ad copy (which is critical for high volume keywords.)
2. Take Advantage of Ad Extensions to Make Your PPC Ads Pop
Ad Extensions are a feature in Google AdWords that easily enhance the presentation of your PPC ads. There are many Ad Extensions to choose from, and none of them require an extra fee to use.
Go through the various Ad Extensions and pinpoint those that are most relevant to your business. Professional PPC campaign management services utilize 2-4 different Ad Extensions (e.g. "SiteLinks" can be used for any type of business, as well as "Call Extensions" and couple others.)
If you're managing a PPC campaign for a local business, then you'll definitely want to consider "Location Extensions." If you have a ton of Google+ followers, then you may want to include "Social Extensions." The combination of at least 2 Ad Extensions will significantly improve the click-through rates of your ads.
3. Create Extremely Tight & Focal Ad Groups
It's extremely important to develop each ad group around very focal keyword groupings. A good tip for PPC campaign management is to only include about 3-5 (or less) similar keywords in one ad group.
This is one of the biggest PPC campaign management mistakes advertisers make. Not only will tightly segmented ad groups enable you write more targeted ad copy per grouping, but keyword quality scores can increase and cost per click (CPC) can plummet. It might take a bit more work to develop 10 ad groups, as opposed to 4, but your overall PPC campaigns will have greater efficacy across the board.
4. Avoid Using Broad Match Keyword Bidding
The fact of the matter is, Google's definition of "broad" is extraordinarily broad. Bidding on the keyword phrase "red wagon" could make an ad trigger for "burgundy hatchback." That example might be extreme, but know that broad match keyword bidding is a good way to suck your budget dry on keywords you may not want to target.
Instead use more precise bidding strategies like "modified broad match" and "exact phrase match." For more tips on how to use these bidding strategies, checkout the section under "Keyword Bidding" on this PPC strategies article I wrote last year.
5. Never Stop Exploring, Nor Fine-Tuning
Once you think you have your PPC campaign on auto-pilot, think again. There's always ways to fine-tune your account. Whether by conducting negative keyword research, or exploring new keyword variations to add to your list of targets, the search landscape is constantly evolving.
Features like "Product Extensions" (for ecommerce) and "Click to Call" (for local mobile) are becoming game-changers for various businesses. Continue refining your practice in PPC campaign management and you'll learn Google Ads in no time.
About the Author
Tyler Tafelsky is the Internet marketing manager here at OIC Group. Tyler is highly engaged in many facets of search marketing and social media. You can email him directly at Tyler(at)oicgroup.net, follow him on Twitter, at YisooTraining.com, or encircle him on Google+.
Tags: paid search , strategies , tips , ppc , google , adwords
Without some degree of know-how, Google AdWords can be a confusing platform to operate. In short, there's a number of little intricacies, that without the proper understanding, can become big nuances.
In this article, I share with your five empowering tips that will help you overcome this common nuances.
Create Focal Ad Groups That Contain Only a Few Keywords
One of the most popular PPC mistakes is including too many keywords in one ad group. Trying to cover a laundry list of keywords in one ad group makes it challenging to write a highly targeted ad. In addition, your keyword quality scores may not reach their highest potential.
When developing or optimizing a PPC campaign, be mindful to ensure your ad groups contain only a handful of highly relevant keyword groupings (a max of 4-5 is ideal.) Not only does allow you to write targeted ad copy while helping to improve quality scores, but having highly focused ad groups enables you leverage better landing pages.
Split-Test the Verbiage of Your Ad Copy
A powerful way to continuously improve your ads' click-through rate (CTR) is to split-test the verbiage of your ad copy. The process is actually quite easy. Create 3-4 ads with slight variations of ad copy, and run all of the ads at the same time (be sure to select the option to "Rotate to show ads evenly" in the Settings tab of AdWords.).
Tracking your split-tests is very important to ensure that you're progressing and improving your ad copy. You'll want to take note of the CTR% of each ad, as well as the modifications you make to the verbiage and structure of the ad. Equally important is to avoid making too drastic of adjustments to the point when you lose track of the perfect wording that offered the highest CTR.
Take Full Advantage of Ad Extensions
The ad extensions feature of Google AdWords can enhance the appearance of an ad while expanding the coverage of its real estate. Ad extensions are also free to implement, so they're definitely worth taking full advantage of.
Before jumping into ad extensions in AdWords, it's important to understand what each extension does and how to set it up properly. There are five main ad extensions that you can leverage for you PPC campaigns. These include:
- Sitelinks Extensions
- Social Extensions
- Location Extensions
- Product Extensions
- Call Extensions
To learn more about what each of these extensions do, and how to activate them, visit this page by Google AdWords support.
Leverage Geo-Targeted PPC Campaigns
Geo-targeting allows you create PPC campaign to target specific locations. In the initial phases of creating an Adwords campaign, you can set geo-parameters to target searchers in a specific state, zip code, or radius of a certain address. This is very important for any local PPC campaign where the advertiser has a confined service area.
National and state-wide brands can take this practice a bit deeper. Segmenting campaigns per state or city can help you tailor ads using a local approach.
Google searchers are drawn to PPC ads that emphasize geographic relevancy to their residence. This can help improve the CTR of your ads, so long as you do this in a creative and ethical manner.
Use Modified Broad Match Bidding
A great bidding technique to help make your PPC advertising more efficient is using modified broad match. Unlike broad, "phrase," or [exact] match, modified broad match uses a "+" symbol directly in front of keywords that must be included in a user's search query for your ad to be triggered.
To give you an example, if we bid on the phrase '+access +control +systems', those three words must be included in a user's search query for our ad to be displayed. (So the keyword phrase "door access security systems" would not trigger our ad, but "access control security systems" would.)
Unlike exact match, using modified broad match can help ensure that your PPC ads are being triggered when users search more detailed long-tail keywords.
Another advantage is that the cost per click (CPC) for some keyword combinations is significantly lower that exact or broad match bidding.
Managing a PPC campaign takes a some experience and know-how to find success in AdWords. I hope these tips will help you create a strong and profitable paid search campaign. To learn more, check out this Google Ads training course by Yisoo, a great program to help you learn more about this internet advertising platform.
Tags: seo , ppc , keyword research , tips , search marketing , match types
If you have spawned an interest, need, or aspiration for search marketing, you'll soon learn that keyword research is an integral aspect to building a solid campaign. One of the best tools to start your keyword research is the Google AdWords Keyword Tool. And although the Keyword Tool appears easy to use, there are a few things that you most certainly need to know to get the best results.
Whether for SEO or PPC advertising, successful keyword research is the foundation for any search marketing campaign. In this post, I will share with you three tips to help ignite your research in the right direction.
Learning the 3 Match Types
An important part of doing keyword research is understanding the three keyword match types. The names of these three match types are Broad, Exact, and Phrase match. Although the basis for each match type is for PPC keyword bidding, learning the differences between each match type is critical for SEO.
For instance, observe my example below for research for "marble cleaner" keywords. Each match type (which can be filtered in the left-hand navigation of the Keyword Tool) is shown for the keyword "marble cleaner;" however, different search volumes are shown for each match type.
The reason for this variation in search volume is best denoted by defining each match type:
- [marble cleaner] (exact match) - search volumes represent only the two-word phrase marble cleaner, and that is all
- "marble cleaner" (phrase match) - search volumes include exact match, as well as long-tail variations (e.g. best marble cleaner, marble cleaner for counter tops, marble cleaner reviews)
- marble cleaner (broad match) - search volumes include any keyword search that includes similar semantics (e.g. how to get marble its cleanest, cleaning marble, marble floor cleaners)
As you can see, the broad and phrase match types for marble cleaner can appear inflated, from a SEO standpoint. Broad in particular is almost useless for search engine optimization, and in some cases, PPC too. Broad match is just far too ambiguous to get an accurate gauge on traffic potential. In almost any form of keyword research, de-select broad match, and select exact match. Again, this can be done using the options in the left navigation.
Using the Advanced Settings
Depending on your target search market, you may need to modify some of the advanced options when doing keyword research. Here you can set the geographic and language parameters so that your results are more focal to your search market.
You can also filter the results based on the device used to perform a search (e.g. mobile and tablet devices vs. desktop or laptop.) This can be very useful if you're pursuing a mobile search campaign, or sticking solely with desktop or laptop-based searches.
One tip that I recommend to considering is checking the filter box (above the advanced settings) that reads "Only show ideas closely related to my search terms." The thing is Google's Keyword Tool will give you a lot of keyword insights - almost too much. Checking this option helps keep your results more focused to what you're researching.
Look-up Results in Chunks
With respect to the latter tip of choosing to "only show ideas closely related to my search terms," you'll want to segment your research into semantic-related chunks. That is, you do not want to insert the keywords marble cleaner, granite polish, cleaning marble, granite restoration, all in the same batch. The results that Google will offer will probably have too much overlap. Instead, segment your keywords into relevant groupings.
Based on our example, we'll definitely want to keep granite and marble keywords separate. Additionally, we will further segment our keywords in secondary tiers based on cleaners, polishers, etc.
So based on the image shown, we'll look-up keyword results in relevant chunks. We will do this again for a grouping like marble polish, polishing marble, marble polisher, etc. This will not only provide more focal keyword results, but help keep the research organized throughout the process.
This blog post was written by Tyler Tafelsky, SEO and Internet marketing manager here at OIC Group, Inc. You can contact Tyler directly via email at Tyler@oicgroup.net, or connect with Tyler on Google+. He's publish other content that you can explore, like How to Use the Google Keyword Planner, a project with YisooTraining.com.
Tags: ppc , link building , website optimization , small business , web design , seo
Every year the small business landscape is becoming more and more competitive, especially in major metropolitan areas. With commercial interaction becoming even more digital, the need for a website is imperative to stay afloat.
Most small business marketers realize this need and already own a website. Yet, many fail to acknowledge their website's core purpose. Sure there are the essential contact information and core product or service pages, but more often than not, there’s an untapped opportunity.
Some small business websites are simply out-dated and visually appalling to visitors. Most sites could be locally optimized for great search engine visibility (SEO). Depending on the status of your company's website, an optimized website could offer a game changing marketing opportunity.
What's an Optimized Website?
An optimized website addresses two primary aspects:
- The mark-up language of a site's code
- The keyword relevancy of a site's content Building a well optimized website involves a wide array of skill-sets.
The website design and development team must build the site so that the back-end code or (mark-up language) is search engine friendly. This typically involves the use of certain technologies as well as coding techniques. As a result, the website will be crawled and indexed more efficiently. The second fulfillment of an optimized website centers on establishing keyword relevancy in the site's content.
Otherwise known as on-page SEO, this is a process that includes researching the right keywords or search phrases, and creatively blending them in the proper places throughout the website. The requires copywriting and strategy web marketing skills. There are many resources on the web for SEO services, and the on-page component is the primary aspect of optimizing a website.
Benefits of an Optimized Website
Having a professionally optimized website can pay major dividends for your small business. A well developed, keyword optimized website can increase your business's chances of being found in the search results, especially if you utilize the link building resources that a website optimization company can offer.
A polished up website can also serve as prime candidate for Pay Per Click advertising. Local PPC for small businesses is a highly effective means for more website traffic. You can also utilize the potential of blogging. By building an on-site blog, you can write and share compelling articles about your company. This can further lead to more inbound web traffic.
In today's digital age, these are some of the most important considerations for small business marketers. The marketing platforms are changing, and only strong local companies are surviving. Whether it's pursuing a new web design for your small business or considering the options for search engine marketing, there's immense potential to grow your web presence.
This article written by Tyler Tafelsky, one of our Internet marketing specialists here at OIC Group, Inc.
Tags: marketing , keywords , local , pay per click , search , ppc , internet marketing , google
Pay Per Click advertising may have a reputation as a costly and overly-competitive endeavor.
Sure, that might be the case if you are bidding on popular keywords that cost over $3 per click.
However, Pay Per Click advertising actually offers extraordinary control and flexibility over who sees your ads, and under what keywords they use to trigger them. This can be huge for local business.
The fact of the matter is, PPC advertising can be momentous game-changer for all types of companies. The trick is knowing the right keywords to bid for, as well as knowing the minor (yet significant) intricacies of setting-up a paid search campaign.
In this post, we are going to breakdown some of the advantages and techniques to using Pay Per Click advertising for your local business.
The Advantages of PPC Advertising for Local Businesses
For local businesses, PPC advertising can be HUGE for a local company's marketing efforts. In short, Google AdWords enables advertisers to set campaigns so that their ads are only triggered to users in certain geographic regions.
Let us give you a prime example: A bike shop wants to promote its niche inventory of road bikes, namely 'Orbea bikes' being one of the keyword targets. The bike shop, located in Traverse City, MI, can roll-out a some ads for this particular keyword that are only shown to search engine users in the northern Michigan region, or within a specified radius of Traverse City.
Assessing the PPC Playing Field
Determining if PPC advertising is right for your business requires some keyword assessment and competitive analysis. First you must pinpoint the keywords that the most relevant to your company and what your business has to offer. In addition, you must assess the cost per click (CPC) of each keyword to evaluate whether or not the investment is worth the website traffic.
Once you have some keywords that are relevant and within your budget, you must search those keywords to get an idea of how competitive they are in the search results. If you are only interested in local traffic, the size of your market will have a major influence on your decision. For instance, notice the paid listings above for "chiropractors."
This search was set so that we were looking for chiropractics in "Boston," a large metropolitan area. As a result, the local competition for this keyword is fierce, and we may want to do some more research before rolling out an Pay Per Click ad.
Social Momentum in Search
Notice in the image of the 'Orbea bikes' ad above the social integration of Google+, "Jason Whittaker +1'd this page." This nice little ad enhancement is an example of how Google is infusing its social media platform (Google+) in the search results.
These little social icons are also popping up in the organic results. For local companies, this holds even more marketing importance. At the end of May, Google ditched its 'Google Places' pages (often shown in the search results for locally-oriented keyword searches) for a new format called Google+ Local pages. Google+ Local pages are designed for local businesses, and are somewhat like a hybrid of Google Places pages and Facebook brand pages. This is because Google+ Local pages are associated with both social (Google+) and search.
As a result of these big changes by Google, righteous businesses can capitalize on building cohesive Internet marketing campaigns that involve social media, SEO, and Pay Per Click advertising. Building a successful campaign takes research and analysis of your business, its market, and your competition. In some cases, PPC advertising may not be in the best interest of your business, and SEO and web optimization is the best route.
Nonetheless, the emergence of Google+ must not go overlooked. So whether you're pursuing organic SEO to increase your rank, or seeking immediate search engine exposure via ecommerce PPC advertising, keep the social top of mind, because it's definitely a primary focus for Google.
This article written by Tyler Tafelsky, one of our website optimization Internet marketing specialists here at OIC Group, Inc.
Tags: content , ppc , website optimization , web design , seo
Unlike SEO and Pay Per Click advertising that simple direct traffic to a website, conversion optimization goes one step further. Also commonly referred to as conversion rate optimization (for its focus in improving the conversion rate of a website), conversion optimization centers on post-click user activity and behavior. That is, the desired action a user takes after he or she lands on a webpage (primarily from the search engine results.)
So what exactly do you need to know about conversion optimization? A few things.
Conversion optimization is a big deal in today's website marketing arena. The definition of a 'well-optimized website' has evolved into more than just a site that's been strategically infused with keywords. Now, a well-optimized site is one that has a professionally planned conversional funnel, or a pre-meditated path that users will take once they land on a page, in addition to all of the necessary SEO elements involved.
Conversion Optimization is a lot Like SEO
Similarly to SEO, conversion optimization is not a hit-and-run project. Rather, it's ongoing process of testing, evaluating, and fine-tuning. The leaders of the optimization profession will do more than simply tune-up landing pages or implement A/B tests on different webpage variations. True conversion optimizers will roll-up their sleeves and uncover valuable insights based on user behavior. The force behind conversion optimization is information.
Website analytics are the source for such valuable data, and knowing how make sense of key on-site statistics is imperative. Approaches like segmentation analysis and assessing navigation pathways become even more essential. In both conversion optimization and search engine optimization, content reigns king.
Sure, website design and technicalities may seem significant (and they are,) but don't let these aspects overshadow what truly matters - meaningful experiences and valuable propositions. In world of SEO, success in these can earn you links. In conversion optimization, these elements result in paying customers. You dig?
Why Design and Technical Expertise Matter
Conversion optimization demands constant testing of various page concepts. Whether for SEO or PPC optimization, the conversion funnel must be well-planned, constantly analyzed, and respectfully modified.
The elements of a conversion funnel, although still focused on content will often hinge on the help of a creative website designer or code-friendly web developer. Flipping call-to-actions based on eye tracking studies or adding different visuals to a page are just a few examples.
In essence, the advantages of conversion optimization derive from offering something valuable as an incentive to convert. This is why strategic web marketing experience, coupled with creative and technical experience, can make for an effective website optimization team.
If you are search engine marketing efforts are becoming stagnant, perhaps it’s not matter of search engine visibility or getting traffic to your website. Rather, it could be matter of optimizing your website for great conversion potential.
This article written by Tyler Tafelsky, one of our Internet marketing specialists here at OIC Group, Inc.