Keyword Research is your best SEO tool
Keyword Research is the basis for a good foundation in both SEO and PPC Management. There is much written on techniques but I would like to deal with some ideas for you that are easily done and will improve your results.
Keyword Research Tips for SEO & PPC
- Use the free keyword research tools like Google’s free Keyword Tool. Other tools include WordTracker. Google;s Search based Keyword Research tool, Wordstream .
- Use the Google Wonder Wheel to get derivatives and variations on that keyword tool.
- Look at your own keywords and type your competitors name(s) into the tool also. Think laterally and find long-tailed keywords. Start with a large list and pare it down.
- Ask this question. If your ideal customer was searching for your product or service what might they search under?
- A useful tool is Google Suggest. When you type your keyword into the seach box it will also give you a list of other keywords that you can use in your keyword research.
Paid Keyword Research Tools
- You can also use paid tools for Keyword Research if you wish. I use several well-tested tools. Market Samurai and Keyword Elite 2.0
Remember also doing your research you will also find negative keywords that you can deploy in your PPC campaigns to avoid wasting resources and ad spend. If you are searching for more on this topic I found Lisa Barone’s article at Search Engine Guide on Keyword Research very helpful.
Filed under PPC-Pay Per Click Ideas, SEO Search Engine Optimization by 
In an earlier post I described remarketing like getting a second kick at the can. In fact it can be a much more creative exercise when you are using PPC. The principle is simple, remarketing allows you to show ads to users who have previously been on your site.
You now have a way to match the right message to the exact people you may have been targeting in the first place but did not complete the desired action.
To make this concept work you tag each page that had a particular service or product on it. So if you were selling golf drivers you would put a tag or a pixel on all the pages on your site that offered golf drivers. This tag would then “cookie” the visitor for a period of time. Then you would create an Adwords campaign to show highly targetted messages for drivers or other golf supplies of your choice to visitors as they browse sites through the Google Display Network.
You may test keyword variables of your choice in a remarketing campaign by defining the audiences you want the ad to display for. See the Google Video below.
The Content Network delivers the ad that is appropriate when the user’s web browser with the tag cookied in visits a site. The variations can also be driven by tagging various parts of your site or shopping cart pages. Different ad variations could be delivered to different users based on a specific set of criteria. You can also retarget buyers who did purchas from you with a complementary product within a fixed period such as 21 days after the initial purchase of “A” show an ad for ‘B”. This is much like adding a different autoresponder message to those who did opt-in but did not purchase, or giving those that visited your opt-in page a second chance.
Brad Geddes of bgTheory , has two excellent detailed guides I can recommend. One is on the bgTheory blog titled Google Adwords Remarketing Campaigns and another on Search Engine Land Everyone Deserves a Second Chance:Using Remarketing to Reach Abandoned Shoppers.
Imagine if the visitor to your website came, looked and left without taking advantage of what you have to offer.
I am sure there are many marketers out there who have experienced this but have not had an answer and wondered what made the visitor leave, and what could they do to have a second kick at the can .
A smart marketer would never bring a visitor to a sales page directly. He or she would always have an opt-in page where they would capture the name and address of the person and then add a series of messages to an autoresponder series that would deliver email messages to the person on a predetermined schedule.
I use Aweber for this task but there are a variety of services such as 1Shopping Cart,Get Response and Mail Chimp. The autoresponder allows you to send relavent messages to your prospect who has showed up and opted in to your list. Then your messages can be crafted to let the prospect know who you are and a little more about you as well as allowing you to provide more value to them.
If your prospect then did not buy you could continue mailing in your series and engage them in your process. If they got to the shopping cart but abandoned you could track this if you were using a free analytics program like Google Analytics by placing tracking cookies at various steps in the process. This has been enhanced by a new twist that Adwords has introduced for those that are using PPC in driving traffic to their optins and sales pages. The twist is called Remarketing and in a nutshell the system remembers those that
are in various parts of your sales funnel and serves them another one of your ads, specifically targeted to their action or inaction . In my next post I will continue on how this is done and what the results can be.
Filed under Marketing, PPC-Pay Per Click Ideas by
PPC Management requires you to be on top of your game. When you make mistakes you may not achieve the conversion results and end up wasting money.
Here are some ideas to avoid the mistakes
1. Not doing good keyword research. Good keyword research using free tools like Wordtracker, Wordstream or Google’s own Keyword Tool will provide you the right words to target. See what successful and long standing advertisers are doing and emulate their keywords that should be in Line1,Line2, and Line 3 of the ads.
2. Having a slew of keywords,Organize your keywords into ad groups of one per keyword, with the three variations broad,phrase and exact. Have (2) separate ads in each grouping. This will give you the maximum granularity to discover the winners and improve your ads.
3. Lackluster Ads. Write compelling ads that are not about your business or product but about the exact item the searcher is looking for. For example:
{Pilgrim’s Pride Turkeys}
{ Pilgrims Have the Best Birds}
{PilgrimsPride.com}
is an bad example where the ad
{Premium Turkey at Discount Prices}
{Succulent Turkey for Your Family}
{ premiumturkey.com }
would be better as it addresses the solution that the consumer is looking for.
4. Experiment with Variations of the Ad in each ad group with small changes. Perhaps add a? mark at the end of the First Line.
5. Deliver what you promise in the ad by matching it with the copy on the landing page you are sending it to. Make it easy for the consumer to buy from you by providing clear navigation. Do not send them to a general information page when they are looking for a specific item,. When you deliver what you promise your quality score should be optimal, improving your position and lowering your costs while you are meeting the searchers needs.
6. One Campaign for all. Split your campaigns into search campaigns and Content Network Campaigns. They behave differently and reach different targets. Maximize your effectiveness by crafting different messages for each network and testing the results.
7. No Negative Keywords.Use negative words to weed out and refine your campaign to buyers. For example in these examples the word Free, Chicken,Fowl,Pheasant,Recipes,Gravy, or the country of Turkey which might come up may qualify the buyers you want versus general interest.
8. Test,test and Test. Always be Testing your copy,offers, fonts,colors and positioning. Be aware of your conversion metrics. Free tools such as Adwords conversion testing or Google Analytics and Website Optimizer make it relatively easy to use.
These are just a few tips you can use to save you time, money, and give you the best bang for your Adwords dollars. Pay Per Click is a dynamic advertising tool so you cannot afford to stop learning in the world of Pay Per Click marketing.
Avoiding mistakes is the key to better PPC campaign management. I advise you to constantly be aware of your buyers view.and would invite you to continue learning cool tips and better techniques for your Adwords management tasks and constantly be learning about PPC Management Strategies to keep you at the top of your game.
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I just discovered a new Toronto startup that is helping Twitter users monetize their Twitter feeds.
Here is an interview with the founder of Assetize that I picked up from the Techvibes blog.
“As many of you know, Toronto is a brewing with young tech companies. And with social media becoming more mainstream by the minute there are even more companies looking at how various applications can be properly monetized. Enter into the picture hot start-up Assetize. Assetize proposes to partner content publishers with advertisers…on Twitter. I recently had the oportunity to interview Assetize founder @Saif Ajani:
assetize
Thanks for doing this Saif.
Saif: My pleasure.
What exactly does Assetize do?
Saif: In short, Assetize helps publishers monetize social accounts, and helps advertisers connect with their target audiences through this new medium.
For example?
As you know, on Twitter, a publisher can take on many forms. The type that immediately comes to mind for most people are newspaper publishers and large bloggers, who still create valuable content on different mediums and are now using Twitter as a distribution channel. However, as we’ve seen social network activity grow over the last few years, each user is truly also a publisher. For example, while Techvibes produces some great content for the site, your personal account also produces and distributes valuable content for its followers outside the Techvibes networks.
Our goal is to enable all social network users monetize their content. We’ve recently signed an agreement with a large sports agency to help tier 1 professional athletes monetize their accounts, and are currently also in a trial with a large Canadian newspaper publisher.
Does Assetize only do this for Twitter accounts or do you also help monetize content on other social networks?
Saif: Today, our focus is on Twitter because it is by far the biggest opportunity in front of us. However, as we grow, we do plan on branching out into other networks. For example, if someone has creating a Facebook Page for Michael Jackson and has attracted millions of ‘Fans’, they should be able to monetize their work as well. Another example would be Ning: If someone has created a great social network for a niche like new moms, they should also be able to monetize this network by allowing advertisers the ability to target this highly valuable audience.
At this time our focus is purposely narrow so that we can become great in one area – Twitter monetization – before expanding outside.
Can you give an example of how Assetize would help a publisher monetize their Twitter account?
Saif: Sure. Here are 3, for the different types of publishers we’re currently working with:
The individual publisher. There are some users in our system with hundreds of thousands of followers, and do a great job of keeping their audiences engaged by providing them with valuable information. When they register with Assetize, they provide us with a key to publish in-stream ads into their Twitter accounts.
Any type of ads?
We’ve placed a high importance into ensuring that the messages that our publishers’ followers receive in-stream is relevant, and we do this through a patent-pending system that we have developed. On an ongoing basis, we constantly monitor our users’ accounts to see what they’re discussing and extrapolate what would be relevant to their audiences. We then use an algorithm to match each account with an ad that would be relevant to them. This proprietary analysis and targeting engine is something that is unique to Assetize, and is what makes us different – and better, we feel – than some of our competitors.
Second are media companies. We’re working with a large Canadian newspaper publisher now who wants to monetize their Twitter stream just as they have monetized their news website. For these types of publishers, we have created a platform that allows them to sell Twitter sponsorship directly to their existing or new advertisers. By using Assetize, the destination page for each of their links would have a top bar, similar to the ones thatow.ly links show, but these would instead be branded with the publisher’s logo and have ad space for their sponsors. In other words, just as all Techvibesow.ly links have Techvibes branding, but ads for Hootsuite/ow.ly, publishers that use Assetize would have their own branding with ad space available to their existing or new sponsors.
Finally, athletes. This is currently in stealth mode, but we recently signed a deal with a US-based sports agency to help their athletes monetize Twitter. Just as athletes have offline sponsors, we would bring sponsors to their Twitter accounts as well. Not only does this provide obvious value for athletes, but also really democratizes athlete sponsorship. As you know, to date, most athlete sponsorships have been done by large conglomerates because they’re the only ones who could afford it. However, with Twitter, where local and international followers are so engaged with the athlete, it’s now possible for local SMBs to sponsor an athlete’s Twitter stream for a limited time and on a budget. We think this is a game-changer, and are in hot pursuit of businesses looking to enter into tier 1 Twitter sponsorships.
Let’s take a step back. What was the impetus for creating Assetize?
Saif: The impetus for creating Assetize was the thesis that social accounts have a lot of untapped value, and the best analogy to draw to them was domain names. If thebusiness.com domain name could sell for $7.5M, then, in theory, twitter.com/business should also have some real financial value. And by extension, the owners of these social accounts may also be looking for ways to monetize these accounts.
When we first launched in May, we performed a really quick experiment that proved to be very insightful for us: Assetize’s first incarnation was actually a marketplace for social account names – if you search for us, you’re bound to see TechCrunch and New York Times articles from June that reference this marketplace. Although Twitter and Facebook weren’t happy about there being such a marketplace, the thousands of users that registered with us really proved that yes, our thesis was correct: social network users are looking for ways to monetize these accounts.
So we started building other methods for users to monetize accounts and drew some parallels with history. In the past, every time there has been a new distribution channel for content, these content creators and distributors were able to monetize by partnering with ad networks. This was true for individual blogs, websites, and even all the way back to radio and television. Twitter is really no different, and we saw a real gap in the market for ways to monetize this new channel.
Can you tell our readers what you were doing before Assetize?
Prior to launching Assetize, I was in business school at Cornell, and my Co-Founders, Mike Rhemtulla and Minaz Abdulla, were consulting to technology companies. We’ve worked on startups on a part-time basis before, but Assetize was the one that truly excited us and we decided to focus on this full-time.
What is your vision for Assetize?
Saif: The vision for Assetize is to really become the platform for social account monetization – across all networks, for all types of publishers, and for advertisers of all shapes and sizes looking to reach their target audiences.
Social networks like Twitter have not only democratized ideas and opinions, but also given an opportunity for all sorts of niches to develop and take shape. And for each of these niches, there are organizers doing a lot of work who deserve to be compensated, and there are advertisers who are looking to reach these audiences. Matching these two groups is the only way that value, not only monetary but also content, will continue to be built on these networks. How sustainable is a network where value creators are not compensated? We don’t think it is.
Wow. That’s a bold vision!
Assetize will be the platform that enables this, either through our own site, or by working with the different parties to extend our services to them.
Why is Toronto a hotbed for tech start-ups?
Saif: Toronto is an under served market in many ways, which is what makes it such a hotbed. With some excellent schools in the city, and 1-2 hours from here, there is certainly no shortage of really great talent. We’ve hire interns and have been blown away by how great they are at what they do; and being close to other startups and Xtreme Labs has further confirmed this.
There’s also a real movement here – through incubator/accelerator programs like Extreme University, groups like Techvibes, and events like Startup Drinks – to promote the startup community. With such a close-knit community, there’s a real feel that Toronto’s entrepreneurial spirit is being awakened and it’s great to be right in the middle of it. We’re constantly running into people who are thinking about starting something new, and the ecosystem is growing daily.
Any advice for young people wanting to get started in their own business?
Saif: I don’t know if I’m in a position to give advice yet – just had a lot of luck along the way – but there’s a great quote that I often think of when working on Assetize: “If you’ve never missed a flight, you’re spending too much time in airports.” I don’t know who first used it, but I’ve heard it attributed to various people including Peter Thiel, the founder of PayPal. I think the point is , if you’re always playing it safe, waiting until your product or environment are perfect, you’ll end up missing great opportunities. We’ve made many mistakes with Assetize, but are proud of the fact that when we failed, we failed fast, learned from it and built an even better solution.
Saif, thank you so much for taking the time for this. Best wishes for the holiday season and 2010.
It was my pleasure, and all the best to you too.
Company:
Twitter
Website:
http://www.twitter.com
Location:
San Francisco, California, United States
Twitter is a privately funded startup with offices in the SoMA neighborhood of San Francisco, CA. Started as a side project in March of 2006,… [more]
Assetize Inc.
Company:
Assetize Inc.
Website:
http://www.assetize.com
Location:
Toronto, Ontario, Canada
Assetize exists to help users turn accounts into assets. Your online account more than just a virtual identity. It’s an asset. Currently, Assetize… [more]”
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