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Simplify Your PPC Management With These Five Tips

PPC campaign management is a tough job — but there are a few things you can do to simplify the process and make it easier on everyone.

Clean Up Your Ad Groups
It might seem at first that throwing all if your keywords and ads into one massive ad-group is going to be easier to manage — but that’s not the case. If you take the time up front to create several (dozen?) tightly-focused ad groups, each with a few highly-relevant keywords, ads targeted toward a specific market segment, and landing pages that match the ads, you’ll find that the amount of work you have to put in on the back end is significantly smaller. You’ll also see your Quality Scores rise, which is huge!

Make Bulk Changes
Using campaign-level tools like Google’s AdWords Editor, you can change bid prices on dozens or hundreds of keywords at a time, or change which landing pages your ads are pointing to all at once. Because they work offline and then connect once to make all of your changes simultaneously, they don’t have any issues with network latency and they don’t end up with the occasional user getting stuck ‘mid change’.

Use Negative Keywords
Negative keywords are every PPC management firm’s best friend. There’s no point in having your ads show to people who type “free” or “info” or some other tire-kicker giveaway into the search engine. It not only reduces the amount of profitless clicks you pay for, but it also simplifies the campaign data analysis down the road by reducing statistical “noise”.

Dynamic Keyword Insertion Is Your Friend
Dynamic Keyword Insertion is the art of writing ads with variables in them — ads that will fill in the variable with the user’s exact search term when the ad comes up. They’ll see that the ad has their exact search term included and bolded in the copy, which will improve your clickthrough rate as well as your Quality Score. Cleverly used, it can also allow you write significantly few ads. Just switch from broad-match to exact-match, or you’re likely to end up writing ads that don’t make sense at all in context.

Use Ad Scheduling to Turn Off Your Campaign at Night
Ad Scheduling allows you to only run your ads during particular times of day or days of the week. If your data analysis has shown that the majority of your conversions come in particular parts of the day or week, you can simply only run your ads during the most profitable times.

The Many Business Benefits of Regular Blog Posting

Attract More Traffic
It’s a simple mathematical law: the more pages on your website that are filled with high-quality content, the more natural search visits you’ll see in your Analytics. That’s because each unique article that’s meaningful to your business will quite accidentally end up having a few long-tail keywords that people are actually searching for. You don’t need to do research to find these keywords; they’ll come up as a natural part of writing passionately about the industry you’re a part of and the products and services you offer.

Attract More Traffic Deliberately
If you DO get into keyword research and deliberately develop a blog posting style that can incorporate those keywords naturally and simply, you can drive traffic quite deliberately as well. In addition to the coincidental long-tail keywords, you can focus on the deliberate, shorter keywords, and nail serious traffic that way.

Demonstrate Your Competence
One of the greatest challenge for startup businesses is establishing themselves as authorities in their field. There’s few better ways to do that than writing about your products, services, industry, and expertise — and there’s no better place to do that than on your blog. When someone visits your blog and they find a mixture of useful how-to posts, recent industry news, changes within your company, and details about what you do best, they’ll see how competent you are, and you’ve just overcome the their reservations.

Develop a Following
If you can write your blog posts in a way that encourages a response from the reader — perhaps in the comments section, perhaps in a social media venue — you’re developing a following. In business speak, that’s called “building a brand”: making yourself a strong entity in the customer’s minds and carving a place for yourself in their thoughts. At the positive end, you may even get social mentions and shares, which help your SEO (again) as well!

Give Browsers a “Home” For Your Brand
When your blog kicks butt, you have a ‘targeting system’ that you can use from almost any webspace. It doesn’t matter if you’re marketing to teenage moms on Facebook or to black senior citizens on Twitter, if you post often and passionately on your blog, you’ll have at least one page that’s the right page to send them to in order to further interact.

Reputation Management

Being a business owner or administrator involves not only budgeting, marketing and sales, but also monitoring reviews about you and your business. Keeping track on what is said about your company is crucial to building a better business.  Relationship development is as important as reputation management.

The differences between the two are good and bad news. The “good news” pile is where there is room to develop a positive business relationship. In other words, finding other opportunities to share your content, other’s content, link with them, “follow them” and thank them for their tweet! In all reality, what begins online via the internet can quickly lead to phone calls and in-person meetings. The “bad news” portion is dealing with the negative substance. Dealing with reputation management is very essential in order to dilute what you don’t want said about your business brand. Damaged online reputation is going to happen, but make sure you have the capability to resolve and restore it!

Where to Start

There are many tools provide to assist your company monitor and control what the face of your company is being viewed as. Without any cost there are Social Mention and Google Alerts provided to allow you to correspond with social networks and respond as well.

For larger organizations, abide by this checklist and make sure that:

  • Whoever is in charge or touching the company’s brand on social medias are communicating on a daily basis.
  • Be aware of what your competitors are doing.
  • Projects, sales, anything pertaining the company, is being analyzed and reported.
  • Everything that is said to be done is acted on.

A key factor about monitoring your business’s reputation is also another great tool to help understand what people are or are not interested in.

How to Get Signups for Your Targeted Email Marketing Campaign

Signing up with an autoresponder and scheduling a year’s worth of amazing emails is a great step toward forming a long-term relationship with your customers and prospects…but how do you get those people to actually opt in to your email list?

Website Placement Strategies
One of the simplest ways to get signups is to put a place on your website that encourages people to sign up in exchange for some sort of bonus. It should be ‘above the fold’, or able to be seen on your website without any scrolling necessary. It should be easy, with no more than an email address and first name entered in order to sign up. And it should be on every page of your website, in the same place on every page.

Incentive is Everything
Few people are going to sign up for an email list no matter how amazing you make it sound — but if you give them a little extra incentive, you’ll find that they’re more than willing to sign up for your targeted email marketing scheme. Maybe the first email that they get when they sign up has a coupon or coupon code in it. Maybe they’re not signing up for “an emailing list”, but rather for a “seventeen part email course” on a subject related to your industry — and opting into receiving marketing emails just happens to be part of getting the course. Whatever you do, the stronger your incentive, the more signups you get. Just be careful that your initial emails are high-quality, useful-content emails or you’ll get just as many cancellations.

Offline Email Marketing?a
One of the least-used but most useful techniques for building readership is marketing your email list. Most cash registers, for example, allow you to put some short comment on the bottom of each receipt. Point out on your receipts that signing up to the email list will get you a coupon good for next visit. Or mention it in your newsletter. If you sell an eBook, mention in your eBook that more information on the subject can be had for free by signing up for the email newsletter.

The opportunities are limited only by your creativity — get your list built, and start profiting!