PPC Training – Creating Great PPC Ads

The Fundamentals of Ad Group Keywords

Sorry for being late with my post. I have been working hard on setting up a new campaign and putting in place best practices from Faculty Chair David Szetela at Market Motive.

Initially when talking about the fundamentals it includes to understand that your ad’s objective is to GET THE CLICK.

Ad Group Keywords

An ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.

www.MademoisselleMnemosyne.ch

Ad Group Example: “jewelry design”

Root Keywords:

  • Modern jewelry design
  • Jewelry art design
  • Professional jewelry design
  • Fine jewelry design
In my next post I will share with you some best practices when it comes to writing your Ad Copy.

Claude Oggier

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PPC Training – Creating Great PPC Ads

Surveying Your Competition

After fulfilling your preliminary research work you need to understand and list the advantages your competitors believe are their most important ones, and gain inspiration for your own organization’s list.

Back to my example if you are a Jewelry Designer think about the following:

  • Do you offer handcrafted jewelries?
  • Are your jewelries unique?
  • How do you offer your jewelries?
  • Do you sell through a store or website?
  • Do you offer exclusive jewelry?
  • Do you offer a large selection of jewelries?
  • What makes your jewelries special compared to your competitors?
  • Do you accept jewelry returns?
  • Do you offer a higher quality?
  • Are your jewelries convincing?
  • Is your price competitive?
  • Do you offer something extra?

That is Surveying Your Competition from the Creating Great PPC Ads series.

My next post is going to talk about the fundamentals for your ad group keywords.

Claude Oggier

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PPC Training – Creating Great PPC Ads

Collecting Your Resources

Do some researches on Google, Yahoo! and Bing to see the ads your competitors are running.

For example, if you are a Jewelry Designer look for the root keywords “Jewelry Designer”.

That is Collecting Your Resources from the Creating Great PPC Ads series.

My next post is going to talk about how you have to survey your competition.

Interesting articles:

http://www.bryaneisenberg.com/2010/04/sem-intent-landing-page-conversions/

http://www.bryaneisenberg.com/2010/04/the-google-adwords-drama/

Claude Oggier

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SEO dos

This time I want to share with you the SEO dos – Things to make sure to include whether you are hiring and SEO company or do the job yourself.

SEO dos:

  • You have to be committed to the process. SEO requires a long term commitment.
  • Patience. You won’t see instant results.
  • Use only one H1 header per page.
  • Have your Web Analytics tool installed.
  • Make SEO friendly URLs.
  • Conduct a keyword research from the beginning.
  • Build a great website with a sitemap page.
  • Use a relevant and unique title for every page.
  • Add social  media sharing button.
  • Regular update your website with fresh content.
  • Create link-building. Links that come from other sites to your site.

Of course the list could go on but let me know your SEO dos and write a comment.

Check out these related articles I found:

– 21 Essential SEO Tips & Techniques

– 10 SEO Techniques All Top Web Sites Should Use

– 25 Link Building Tactics to Improve Blog Search Engine Rankings

Claude Oggier

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SEO don’ts

Always good to catch up with some Web Developer friends and to listen to their latest work & insights.

Today still many companies miss the point of simple SEO don’ts. How about to review some of the basics.

Some SEO don’ts are:

  • Don’t stuff keywords in your footer page with colored or hidden text. It’s old school.
  • Don’t stuff keywords in your meta & image alt tags. It’s old school.
  • Don’t obsess over Google RankPage and don’t check your rankings every day.
  • Don’t post your most valuable content on secure HTTPS pages. Spiders don’t index those.
  • Don’t black-hat tactics and play illegal ways to game the system to your advantage.
  • Don’t make your site uncrawlable. Avoid developing an all Flash, all Graphic or all AJAX site.
  • Don’t wait too long in implementing SEO. When building or revamping a site SEO start on day 1.
  • Don’t create multi pages with same content.

Of course the list could go on but let me know your SEO don’ts and write a comment.

Please avoid these pitfalls and keep things simple.

Check out these related articles:

– SEO: 20 fatal mistakes you must avoid to succeed

– 5 SEO donts for your personal website

– SEO donts – What not to do

In my next article I will share with you some dos.

Claude Oggier

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The Debate SEO vs. Social Media

Until now many companies split their search engine marketing (SEM) budget into 90 percent pay-per-click (PPC) and 10 percent SEO.

While reading from all kind of web sources I think we all agree on the fact that PPC isn’t going away anytime soon. Or is social media changing that? Are we going to trust our social networks over PPC and organic search results?

Key is to balance out PPC, SEO and social media efforts. The diversity will make sense of an effective SEM strategy.

The objective still remains to improve natural (also known as organic) listing in search results of your company’s website.

SEO strategies will yield long-term results but also require investments and take longer to show results.

Where does social media stand in your business today?

Twitter grew tremendously, active Facebook users increase as we speak and YouTube continues to play a dominant role in the video scene. Social media involvement expands your brand awareness and tweets being displayed into the Google organic results show where we are heading to.

Erik Qualman, Author of Socialnomics, predicts a blending of search and social. Read his post Social Media vs. SEO

Read other posts regarding this topic:
The Battle Between SEO and Social Search: A debate
Social Media and SEO: 5 Essential Steps to Succes

I look forward to follow this hot topic as it keeps evolving every day;)

Claude Oggier

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