A Google AdWords campaign offers many benefits. It allows you to instantly jump of the search rankings with your paid ads, and it makes it easy for you to attract quality traffic that’s likelier to convert. Of course, the first step to converting a visitor is to get them to click your ad in the first place. Sometimes, that’s harder than it might seem.
Click Through Rate (CTR) is the percentage of people who view your ad that actually end up clicking it. In other words, if your ad gets 100 impressions (views) and 1 click, your CTR is 1%.
What can you do to get more clicks without sacrificing the quality of these clicks?
Here are 8 helpful tips for boosting your CTR.
Don’t use general keywords—The best way to get clicks is to be relevant to what the searcher is looking for. If you’re a window manufacturer and you use really broad keywords (e.g. “windows”), most of your impressions will come from people who aren’t looking to buy your product. Be specific (e.g. double-pane windows, energy efficient home windows, etc.) to attract searchers who are ready to buy.
Use specific keywords in your ad headlines—Once you’ve chosen your keywords, you need to use these phrases in your ad headlines. This reinforces that you have what the searcher is looking for, and it helps to highlight your ad, making it stand out from the crowd.
Always be testing—Every PPC campaign is different. The best way to figure out what gets you more quality clicks is to always be split testing. Try different tweaks to your ads to find the ad formula that gets clicked most often.
Focus on your differentiators—Your ad needs to highlight the things that make you different. If you offer the best price, say so in your ad. If you have free shipping, put that in your ad. Make every single word count!
Let customers know what’s in it for them—Never forget, your customers want to know how they’ll benefit by doing business with you. Going back to the windows example. Do your windows help lower electricity costs? Do they improve security? Boost the home’s value? Benefits should always be featured in your PPC ads.
Use strong, motivating words—Guaranteed. Proven. Free. New. Safe. Order now. These are just some of the powerful words and phrases you can use in your paid search ads to grab the searcher’s attention and to motivate them to click your link.
Try seasonal headlines—Seasonal headlines show relevance. They make customers feel like they’re getting a special deal. Even if your product isn’t seasonal, you can still market it this way. “Double-Pane Windows 4th of July Sale. Free shipping on all orders.”
Ask a question—Questions are a powerful copywriting tool. For example, rather than saying “Lower your electricity bill”, you could ask “Want to lower your electricity bill?” Simply changing a statement into a question can be helpful for piquing the searcher’s interest.
What have you done to improve your CTR in AdWords? Share your best tips by leaving a comment.
Late last year, I wrote a post detailing the pages you should include on your website. The list covered the usual suspects: home, about us, products, FAQ, contact, testimonials, guarantee, and site map. Looking back on the list, I realized I left one important page off…a page that can help you drive more search engine traffic, enhance your credibility, and even earn you media coverage.
Which page am I talking about?
I’m talking about the news room. In this age of online news releases, the online news room plays an important role in media and customer relations. A strong news room let’s everyone know that your company is staying active and relevant, and it gives the media the information needed to create stories about you.
A good news room can also help you increase your website’s search rankings. By targeting specific keywords in your news releases and creating a strong internal linking structure, you can use your news to climb the search rankings while attracting quality traffic that includes buyers and media.
What needs to be in your news room?
A news room is more than just your latest press releases. It’s a comprehensive section that gives visitors all the information they want about your business. Here are some of the things you should have in your online news room.
Press releases—It’s important to publish company news on a regular basis. This gives visitors the impression that your company is active, relevant, and moving forward. It also gives you an opportunity to target more keywords to further bolster your website’s search engine rankings. Just make sure you actually have news to share and that your press releases aren’t just advertisements.
Company profile—Give a basic overview of your company’s history, mission statement, and outlook for the future. This is basically like an about us page, but it’s designed to give the media those little details they may need when covering your company.
Staff bios—You don’t need bios on everyone at your company, just the key executives. You also don’t need to go into great detail in these bios. A paragraph for each key member should suffice. You can also include a headshot with each bio.
Case studies—Case studies can offer specific details about how your products or services solve problems and benefit customers. They’re great tools for building credibility with buyers and for helping the media find unique story angles. Just make sure your case studies are straightforward and based on the facts.
Prior media coverage—If your company has been featured on TV, a newspaper, magazine, blog, podcast, or anywhere else, try to find the source online and link to it. If you can’t find it, consider uploading it yourself as media coverage is another good tool for making your company seem more credible.
Do you have a news room on your website? What else is in it?
Press release distribution is a strategy all companies can benefit from. By writing high quality press releases, you can spread your message through the media as well as directly to potential buyers. It’s a highly effective way to build brand awareness, position yourself as a thought leader, and to attract more sales.
However, many companies don’t issue press releases on a consistent basis. Why? They say they don’t have any news to report.
I disagree. More times than not, there’s something going on at your company that’s worth talking about. There’s always a story to be told. You just have to find an interesting angle to capture the attention of your readers.
Here are 10 situations when your company should issue a press release.
Your company is launching a new product—8 out of every 10 products launched in the United States will fail. When you’re launching a new product, the odds are stacked against you. You need to do everything you can to spread the word and generate interest in your new product. Press release distribution can help.
You’re releasing the results of a new study—Case studies and other research make for great press release fodder. Just make sure your results are accurate and unbiased. In other words, don’t use them as a thinly-veiled advertisement.
Your business has ties to a current event—Is there a popular news story that you can tie your business to? If so, you need to act fast while it’s still relevant and send out a press release detailing your ties to this story.
You wish to comment on industry trends—Are things changing in your industry? Do you have predictions (based on facts…don’t make a fool of yourself) of where the industry is headed? Position yourself as an industry expert by commenting on the latest trends.
You’ve received an award or certification—Awards and certifications enhance your credibility, and they are good topics for press releases. Share your successes with the world!
Your company is growing—Growth shows that your company is healthy and thriving. Whether you’re hiring more employees, adding new services, or moving into a new, bigger building, your growth makes for a great story.
You’re involved with a charitable cause—Consumers and reporters love to hear about brands aligning themselves with charities. It humanizes your company, and it’s always a good way to generate positive publicity.
You’re offering something free—Do you have a new eBook or whitepaper you’re offering for free? Maybe you’re offering a free trial of your services. Write a press release about these freebies to generate more interest in your company.
Your employees have an interesting story—Are your employees involved in any after-work charitable causes? Do they have inspirational stories and unique backgrounds? Your employees can prove to be interesting topics for news coverage.
What are some other good topics for press releases? Share your best ideas by leaving a comment.
If you’re like me, then you’re using your iPhone for close to everything you can imagine. If you’re into bidding on keywords in Google AdWords, you’ve probabaly tried to search for a Google AdWords iPhone App and found nothing. The reason being: Well, there wasn’t one. But that’s all changed now. Well, not quite.
As of this moment, there still isn’t a “iPhone App” available for Google AdWords, but the great news is that Google has made AdWords fully accessible on the iPhone by basically offering a “Mobile Friendly” version of AdWords.
I think it fits the bill perfectly, although, I do prefer apps over viewing mobile friendly web pages designed specifically for iPhone. With Google AdWords for mobile, you can view all your current and active campaigns, perform maintenance — such as increasing and decreasting bids, and even run and view custom alerts.
Long story short: You can do just about everything using Google AdWords for Mobile on your iPhone as you could accessing the main AdWords site from a computer. This is great for me, and if you’re nuts about your iPhone and have a few AdWords campaigns yourself, this will be great for you. I recommend checking it out. And all you have to do in order to do that is simply visit Google AdWords from your iPhone. Check it out, and let me know what you think.
P.S. I’m still plugging away at my keyword series. I am finding it to be a challenge communicating what I know in a way that I think will properly teach you in writing. Stay tuned!
In the past, I’ve talked quite a bit about the benefits of a sound press release distribution strategy. With good press releases sent out to a targeted list of interested reporters, your company can get valuable media coverage. This builds your credibility and boosts your name recognition, helping drive more customers to your business.
Now, when you’re starting your press release marketing campaign, you might be tempted to push your press releases on free distribution websites. These free press release directories let you post your news at no cost to you, so it seems like a good deal, right? Wrong.
Free press release websites are almost always a waste of time. Here are 4 reasons to avoid using them.
Takes up too much time—I have a hard time considering free press release websites “free.” Why? Because it takes up so much of your time to find all the right directories, create accounts on each of them, and post press releases on one directory at a time. The process can take several hours. Ever heard the phrase “time is money”? I don’t know about you, but I could spend those hours on other marketing and PR tasks that would get much better results than putting my press release on some low-ranking free directories.
You share space with spammers—Because these websites are free, they tend to attract a lot of spammers. Just take a look at any of the popular free press release websites. If you click on a few of the press releases, you’ll see most of them are more like advertisements than news. Do you really want your press release sitting on a website with a bunch of spam? It seems kind of pointless if you ask me.
Journalists won’t see your press release—Isn’t the whole point of press release distribution to get your news picked up by the media? Yes, I know that press releases have become a good tool for SEO and link building, but that doesn’t mean you have to throw away the other benefits of a solid press release marketing strategy. The simple truth is if you only put your press releases on free websites, your story will never get picked up. Reporters don’t check these sites. You have to use a distribution service that gets your press release in the hands of targeted, influential reporters
You have to pay if you want anything decent—There’s always a catch, isn’t there? With free press release websites, the catch is usually that you have to fork over some money if you want a wide range of features. For example, you usually have to pay extra if you want your press release to run without ads all over the page. You may also have to pay if you want to embed links in the press release. My advice: Save your money for an actual press release distribution service that can get you results.
Do you use free press release distribution websites? Why or why not?