Tag Archives: Reach

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Boost Your Content Reach & Engagement: Why, Where, When & How [Webinar] by @A_Ninofranco

If you want to maximize the value of your content and reach more audience, register for this webinar today!

The post Boost Your Content Reach & Engagement: Why, Where, When & How [Webinar] by @A_Ninofranco appeared first on Search Engine Journal.

6 AdWords metrics you should optimize for better ROI

Google AdWords plays an important role in the success of businesses, and companies should optimize their AdWords campaign to the greatest possible extent.

This is often easier said than done, however, because running such a campaign can be a time-consuming and expensive process.

But there is a way to achieve this despite a limited budget and resources, and it involves focusing on the right metrics instead of all of them, and making the right tweaks to optimize AdWords campaigns.

Wondering how you can figure out the “right” ones? Well, we’ve done away with all the complex analytics and numbers, and hand-picked six choice AdWords metrics that can help you achieve better return on investment (ROI) by:

  • Getting you more clicks
  • Optimizing landing pages
  • Decreasing cost per acquisition.

Take a look at the list below:

1. Quality Score

Think about the keywords you chose – are your ad and landing page relevant enough compared to them? Look at the Quality Score to figure out the answer. Use this metric to estimate ad quality.

Quality Score depends on three factors:

  • Ad relevance
  • Quality of landing page
  • Possible click-through rate (CTR)

Consider each of these factors individually for a positive outcome. For example, in the case of ad relevance, play it smart when building your AdWords campaign structure.

Improve your landing page experience as much as possible. If the status reads below average, optimize your landing page by adding a few A/B tests.

Expected CTR determines how likely your ads are to get clicked. Change your ad text if your status is below average. Use magnet words (powerful words that drive conversions, like “free” and “cheap”) as a substitute for improved CTR.

2. Reach

Analyze reach metrics to estimate the number of people who saw your ads. If they are performing more poorly than expected, place your ads carefully. And this time keep the Display Network separate from the Search Network. Why? Because when you choose Search Network with Display Select in email marketing software, they show:

  • On related partner sites
  • Results of searches done by someone

That is not something you want. Carry out proper optimization, even though it is a more protracted process. Sure, there are other campaign types that affect reach, but these are the two types that really matter.

3. Wasted spend

Check how much money you’re wasting by paying for clicks that never convert. Avoid this sort of ROI killer by limiting wasted spend via the use of negative keywords to filter out traffic that is unnecessary to your business and does not convert. Create negative keywords to prevent ads from showing search queries containing the specified keyword.

Use a tool like the Negative Keywords Tool from WordStream to find out which negative keywords will be the most impactful. For instance, we did a little analysis on “get investment advice”.

Once you’re done, introduce the negative keywords in your campaign and you’ll be good to go. In a short while, you will notice a drastic reduction in wasted spend.

4. Conversion Rate

Marketing goes beyond AdWords. For example, look closely at conversion rate improvements you can achieve by improving your landing pages.

Keep your conversions up by building quality landing pages that are:

  • Mobile compatible
  • Quick-loading
  • Relevant

Focus on speeding up your website for users. Utilize tools like Yandex Metrica to find out the reception of your visitors towards your landing pages as well as how they scroll.

5. Labels

Labels are not exactly “metrics” but they do work in a similar manner, and help group entities for quicker, simpler analysis. Keep an eye on these labels for smoother optimization and more ROI.

Labels depend upon keywords, ads, and campaigns. Specifically, limit the number of keywords used in each of your ad groups for simpler management of campaigns.

According to Google, 5 to 20 keywords should suffice, but there are marketers who use a single keyword per Ad group (SKAG). Follow this simple concept which puts one keyword in each Ad Group, and the same keyword is then used in the description as well the headline.

6. Conversion

Achieve more conversions by knowing which keywords facilitated the conversion in the first place. Also, avoid a drop in conversion rate by knowing which ones were not up to task. A conversion tracking code can help you keep track of these statistics. Avoid negative keywords as well as the ones that lack any value.

Installing a tracking code is simple. Just go to “Tools”, and select “Conversions”. Then you simply need to select “+ CONVERSION”.

Once you’re done installing it, choose the source of the conversions you wish to track.

Choose Website as the source and set a conversion value. It is possible to select a dynamic value.

Place the code between <body></body> tags.

Install this code correctly, and your Target CPA bidding method also becomes enabled. This automatically bids on your behalf.

The abovementioned metrics need to be optimized if you wish to enjoy greater success and financial returns on your business. The processes described above might be a little time-consuming, but considering how much they benefit your company, they are well worth it.

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SEO for Home Builders: How to Reach Buyers Earlier In the Sales Cycle by @jeremyknauff

This SEO road map for home builders can give you a serious advantage over your competitors.

The post SEO for Home Builders: How to Reach Buyers Earlier In the Sales Cycle by @jeremyknauff appeared first on Search Engine Journal.

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Facebook’s ‘Explore’ Feed May Improve Pages’ Organic Reach on Desktop by @MattGSouthern

Facebook rolled out a possible solution for improving the organic reach of posts published by pages on the desktop site.

The post Facebook’s ‘Explore’ Feed May Improve Pages’ Organic Reach on Desktop by @MattGSouthern appeared first on Search Engine Journal.

Google Expands Reach Of Featured Snippets In European Regions

The folks at RankRanger posted on Twitter that their Google features tracking tool noticed massive increases in the chances a featured snippet will show up at the top of the Google search results in many European regions…

Report: Google Answers, Knowledge Cards & Live Results Reach 50% Of Google’s Results

RankRanger, an SEO platform, reported yesterday via Twitter that their SERP features tracking tool has found that Google Answer related boxes…

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HTTPS Pages on Front Page of Google Could Reach 50% by June 2017 by @MattGSouthern

HTTPs pages on the front page of Google search results could reach 50% by late May/early June 2017.

The post HTTPS Pages on Front Page of Google Could Reach 50% by June 2017 by @MattGSouthern appeared first on Search Engine Journal.

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Can sub-three second video ad views deliver results?

Brands have been upping their investments in new ad products from popular social media services, but are they getting their money’s worth? 

Some are reportedly starting to ask that very question in the face of metrics that raise questions about their potential efficacy.

Take Snapchat and its ad offerings, for instance. Snapchat is one of the most popular social platforms in the world, and brands have been eager to take advantage of the opportunities Snapchat is increasingly giving them to advertise to Snapchat users.

But as detailed by AdAge’s Garett Sloane, “one top advertiser” using Snapchat video ads has revealed that the ads generate less than 3 seconds of view time on average.

“We still buy it, and are figuring it out,” the advertiser told Sloane. Another agency executive, who also spoke to Sloane anonymously, added, “The interstitial vertical video ad is challenging. People just tap through. That’s the behavior.”

Obviously, this is almost certainly raising concerns for brands hoping to effectively reach young consumers through Snapchat, but while the company wouldn’t comment on the average video view times reported by one of its advertisers, it does believe that its ads are effective.

A Snapchat spokesperson pointed to an eye-tracking study the company conducted, which found that Snapchat’s video ads captured more attention than the video ads on Facebook, Instagram and YouTube.

Snapchat is also quick to point out that its video ads take up the whole screen and play with sound on by default, whereas video ads on services like Facebook don’t.

But the question remains…

Just what can advertisers hope to accomplish with video ads that don’t typically get more than two to three seconds of view time?

Snapchat apparently thinks those two to three seconds are capable of creating value.

One executive who works with Snapchat and spoke off the record told Sloane, “They want to create meaningful brand experiences, in as little amount of time as possible. You can’t make a sale in three seconds, but you can start a relationship with somebody.”

Even if that is true, however, brands will eventually have to determine just how meaningful and valuable those three second relationships are.

If they ultimately don’t see lift and can’t trace action back to these ads, Snapchat, which is reportedly preparing to go public in 2017 at a valuation of $25 to $35 billion, could find that advertiser interest in its platform is as fleeting as the snaps that its users send.