Choosing the right keywords is an important part of search engine marketing, as we all know. In fact the most important part. Working with keywords in a professional and clever way is the key to successful search engine marketing.

Here are three of my favourite keyword tools except from Google’s own.

Keyword-list generator from SEO Book

Keyword toolGoogel übersuggest based on Google suggest stats.

And Keyword tools from Ranks.nl

Rrrewind is a service that on a daily basis sums up the most popular content on sites like Youtube, Flickr, Twitter and so on. Rrrewind gives you the possibility to see what’s popular today, and any other day, back to 2009. So, if you need to catch up or just waste some time, start Rrrewinding!

And if Rrrewind isn’t enough, here is 21 more sites to help you stay up to date with the buzz!

What was the buzz about on Youtube yesterday?

At least I have not heard about Yobongo until today. Had you?  It’s all about Chatting on your iPhone. Not really ground breaking news, to say the least. Innovative? Fun? Naa, don’t know about that. Risk to end up talking to a weird person? Yes. The problem with Yobongo might be that you have to have enough friends using it. And it might take a while (if, at all) before they try it out. I have to say I am not really tempted to try Yobongo. But I will give it a go.

My former colleague Rasmus is a Local search guru. So if you want to know more about Local search (and SEO) I would recommend you to visit his site Seoanalyst.dk or check him out on Youtube. Also check out other online marketers’ on DM10′s Youtube channel here! (It is all in Danish I’m afraid)

Hi guys! Hope you are happy and doing well. I am not exactly in a Friday mood, but I am happy, as I have just recovered from being a bit ill the last couple of days. I thought it would be a good idea to come up with some good tip’s on how to avoid and repair common Google Adwords mistakes. I hope you enjoy it and can use the information to improve your search engine marketing on Google.

Let’s take a look.

Campaign Level

Having to few Campaigns.

To do:

  • Create more, for increased relevance and control
  • Take advantage of the limit of 25 campaigns (Possible to increase if necessary) It is always better to have to many, than to few campaigns.
  • Always have brand and competitor campaigns and keep an eye on Lost IS (lost impression share)

To high/to low daily budgets.

To do:

  • You have a monthly budget – Now, use it wisely, create a strategy. Ask yourself: Which products/services have highest value for me? Push for these product/services with high daily budgets. (If CPA within the limits/positive ROI, of course) (Always remember to set values on your goals.)
  • Always maximise budgets on campaigns you know are converting well
  • Never use high budget on brand campaign low (The brand campaign almost always perform well)
  • Never use high budgets on campaigns you don´t “know” and campaigns with high competition/high CPC – It can end up costing a fortune.
  • When you feel like you are spending to much – Check CPC´/QS and CPA if the campaign is performing well. Do not just increase you daily budget and hope for the best.
  • Keep an eye on Lost IS (lost impression share, budget and rank) (In columns under campaign tab) but don’t’ stare your self blind on them.

Campaign settings not optimal, using default settings:

To do:

  • Alwas, and I mean always have separate campaigns for Search/Display/Mobile
  • Bidding and budget: Delivery method: Set to “accelerate” so you don´t miss out on traffic/conversions
  • Advanced settings: Ad rotation: Set to “Rotate” show ads more evenly. If you test ad texts/LP Google won´t show your new ads.
  • Use ad extensions where relevant, to increase CTR and conversion rates

Always split up networks and devices

Delivery method: Choose Accelerated

Advanced settings: Choose Rotate

Use ad extensions when relevant

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Ad group level

Too few Ad groups

To do:

  • Create more for increased relevance/control and better results

Working with CPC-bids on Ad group level

To do:

  • Work with bids on keyword level

Irrelevant impressions/clicks

To do:

  • Work with negative keyword lists on Ad group level (Add negative keywords once a week, or more, if working with broad match keywords)

Overlooking Local search

To do:

  • Think Local – Add ad groups with focus on local search and provide relevant local information like opening hours, locations et.c.

Ad level

Not enough focus on Ad copy/Display urls/Landing pages

To do:

  • Look at your usage of dynamic keyword insertion – NO go, if using misspellings, broad or phrase matches.
  • Improve call to actions – Always encourage the users to take action – They will listen to you.
  • Using keywords in display url:s can increase CTR – test!
  • Always use space available in text ads
  • Always use all space available per description line.
  • Always have one sentence per line (If your ads aren’t in top position- it will look awkward.
  • Increase relevance by including keywords in ad copy
  • Set up tests: Lead traffic to: Front page/Category page/more specific LP – Test, test and test

Keyword level

Not enough keywords

To do:

  • Use Google’s keyword tool and keyword combination tools (Reverse keywords)
  • Always use data from web analytics programs to find converting keywords. If high converting keyword, always make separate ad group.
  • Work with long tail keywords (Which have low CPC and are highly relevant)
  • Don’t forget to update campaigns/ keyword list when updating website with new product/services etc.

Irrelevant keywords – unnecessary clicks/costs

To do:

  • Work with negative keyword lists (For improved CTR, minimize unnecessary clicks – Lower CPA)
  • Minimize usage of broad match keywords

To high CPC/CPA

To do:

  • Take a look at the relevance: Keyword- ad- LP – is it optimal?
  • What are your QS’s? If low- you are paying to much. Improve CTR by (adjusting bids) adding negative keywords and increase relevance
  • Look at your positions – Which positions are your best converting. Look at data in GA. Decrease bids if necessary.
  • Remember that top the three positions are not always the best performing positions. They give you high traffic volumes, the CPC is higher, so the questions is are the conversions “following”? The number of conversions might not change dramatically, but  the CPA might decrease if aiming for position four or five. Keep testing.
  • If working with highly competitive markets (This concerns all advertisers, of course) like investment, banking, electronic etc. you should really pay attention to your positions/conversions, CPC/CPA as it swings 24/7.

And to finish off with, take  a look at my favourite  Keyword tool here.

Have a great Friday!

Hi guys! Hope you are enjoying your weekend!

In the post, Mobile Marketing (Google Mobile Ads) – Improve your customer service, we talked about the importance of thinking local. And mobile marketing is all about location, at the moment, that is. My prediction is that we move away from the extreme focus on location (and local search) – as businesses and users integrates mobile into a natural part of our daily life. As the mobile devices and mobile services continue to improve – we will be able to “return” to the buying behaviour we have on computers today. Mobile devices like tablets is most certainly going to replace the laptop’s and stationary computers as mobile phones have replaced the landline phones.

Just to point out. This post swings from thoughts and predictions about the mobile future, to practical information about Google mobile ads, which you can start using right here, right now.

It is not often you feel a desperate urge to buy a expensive holiday on the way to work, is it? At least I know I don´t. Many of us don’t have a mobile buying behaviour yet. The explanation to this is of course that it takes time for people to adapt and develop a mobile mindset and that businesses haven’t provided us with the “tools”, as mobile is not yet a prioritised (enough) channel. It takes two to tango, right. And we have to remember that the mass is still adapting to online cunsumption on computers.

But other markets are many years ahead of Denamrk. Just take a look at this article. So what do people on other markets, like Japan, U.S  and U.K buy on the go? Apparently a lot. Just look at e-bay. They sell a product per second and receive 95 bids a minute via mobile devices. That´s a lot. But it’s not all about sales, it is about engaging, making mobile a natural and accessible channel.

The big question is: How shall we prioritise? Today many company’s are focusing on applications instead of mobile websites and mobile marketing. Of course Google doesn´t like that. They want users. Options aside from Google search is of course directly acess to mobile sites like m.ebay.com and usage of app‘s.

Back to reality and Adwords. And let´s look at the campaign settings. (As you know) To create specific mobile campaigns you start out by selecting iPhones and other mobile devices with full Internet browsers under Networks and devices (See picture below). You can also choose target specific carriers or mobile devices.

Campaign settings for Iphone´s and other mobile devices

 

 

 

 

 

Now, we assume that you have a campaign targeted to both search and mobile (If beginner or inexperienced, perhaps without being aware of it) and your campaign has been running for a while. Everything looks good, the CPA is at it´s normal and so are the number of conversions.

Now, to the interesting part. How many of those sales took place on mobile devices, which keywords were used, and what was the CPA? Personally I have done some interesting findings taking a closer look at these data. (See picture below) But, again, as I mentioned before, working with mobile advertising in countries like Denmark, means low CTR:s, and CVR:s (I usually  don´t use CVR for conversionrate, perhaps I should start). And please correct me if you think i´m wrong.

Traffic from mobile devices

 

 

 

 

 

So you have to make the decision whether to start new/continue with your mobile campaigns (The CTR aspect is of course important, if working with mixed devices in one campaign.

My conclusion is that there are many people (businesses and search marketers) that have to wake up and face the fact that mobile advertising is soon going to be huge, also in Denmark. It is a fact that local search is huge, but in many cases the conversionrates are low. So, therefore it is not prioritised by buisnesses or search marketers.

Many search marketers, including my self, have to increase our focus on mobile and make it a important part of the search strategy. When thinking of Google Mobile marketing I primarily think of : The opportunities within local search and the obstacles with lacking experience with mobile search behavior and the fact that just around 5% of all websites actually are mobile websites.

I will write more about the importance of local search and the usage of Google places later on.

A short sum up on what you can do/have in mind when tuning in to a mobile Mobile mindset (starting up by using Google Mobile ads):

  • Have your own (if well developed) mobile behaviour in mind – think like a user and consumer
  • Check your current mobile traffic, both organic and paid (GA/Adwords interface, by report)
  • Think local and create specific “location campaigns” with relevant ad copy
  • Use Google Places/ad extensions with locations on “location campaigns”
  • Check mobile traffic from organic search in GA, implement those keywords
  • Keep an eye with clicks/CTR (obviously)
  • Focus on phrase and exact and eliminate broad matches
  • Push for mobile websites
  • Try out click-to call if relevant (specific number for tracking)

If relevant, get a Google places account or manually ad your business addresses (Or edit locations, meaning that you don´t want to target  the whole of Denmark, if only operating in Copenhagen)

And.. Take a look at the really good Youtube channel from


Google AdMob

 

 

 

 

 

 

 

 

Mobile Marketing is the future. We all agree on that, right? Personally, I have not been paying enough attention to Mobile marketing in the past. Why is that? The answer is, because it hasn’t boomed in Denmark. AdMob is not exactly a household name here. In fact most of us don’t know much about it. The mobil market in Denmark is not ready to take off just yet.

Mobile search volumes is predicted to exceed computers within four years or less. I think less. So, start think mobile and mobile marketing in to your online marketing strategy now, if you don’t already have. And by Mobile i mean all opportunities. Mobile reaches far beyond Google Adwords and the Mobile display network (including apps) and services like Google Admob. But the question is, of course, does it give you a positive ROI? Right now the focus is, as far as I’m concerned, branding, meaning getting exposure and traffic. It reminds of the days were online marketing was all about creative, flashy branding campaigns. Mobile marketing is not for hard core online sales. Not yet, that is.

I have a theory: (Shout out if you don’t agree and/or think it is a load of bs).

It is a fact that the search behaviour on mobile devices is different from computers. When on the go using google search/maps or Places  you primarily search local – meaning you have no intention to buy/sign up or anything else. According to Google 50% of all mobile searches show local interest. You just want to find (the way to) the location you want to go to or find their contact informations.

As Safari  is the standard browser on iPhone, and Google an option of search engines on iPhone, naturally, we use Google. On mobile it is all about Location location, location. Meaning we simply just want information (directions, contact information or opening hours) to places in our nearby surroundings. Other than having your Google Places account/ Google Maps updated you can work with paid search marketing using location and/or Phone extensions. (business locations via Google Places and click-to call) to have full coverage.

On the other side, when browsing around (On pages in Google Display network or AdMob) and/or/using app’s on the go, indicates that you probably have more time, and might just be more willing to buy/sign up or whatever it might be? Also see this post.

The winning concept might be having seperate mobile campaigns for:

  • Search, Local (Customer service, Offline conversions)
  • Search ,Traditional (Conversions, sign up’s etc.)
  • Display (Branding, offline/online conversions)

Maybe it is time for us search marketers to be more creative and to open our eyes for the huge opportunities on both the Display network/Mobile display network?  I think the answer is yes. Working with search marketing and Google Adwords almost always include working with the Display network. But It is a fact that the display network (which is a completely different thing than the search network)  is not prioritised enough. Why is that? The answer is simple. Every search marketer knows that the conversion rates and CPA:s are not nearly as good on the Display network as on the search network. This is actually a lame excuse. The Display network/Mobile display network has to be as prioritised as the search network. (Meaning Google).

So, If you havent’ already, get your mobile mindset on now, and start following a bunch of  good Mobile Marketing blogs, for example:

Part 3 on Google Mobile ads is on it’s way, including all about Google AdMob. Stay tuned and have a great weekend!

Follow

Get every new post delivered to your Inbox.