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Archive for the ‘Google’ Category

Analytics

Friday, June 10th, 2016

Analytics

Analytics

In school I learned that to analyze something is to ask what that something means. It is to discover the how that something does what it does and/or why it is as it is. When analyzing data of a website we refer to that information gathered has analytics. I define analytics as the measurement of movement towards business goals and being data-driven or data-informed as I like to say is the basics of website analytics.

 

Why Analytics Is So Important

Analytics is important to your website for many reasons. I have put together a list (below) of a few of the top reasons it can help your business grow:

  • Search Results and Keywords – It is difficult know the right keywords for your target audience. But the information gained from analytics will help you to be able to see what keywords are working for your website and which ones fall short of your goals. The search engines rank your page based on what position it ranks in searches. Using analytics as your guide, it well show you exactly where you stand in the ranking and what keywords are the most effective on your site for generating the best traffic.

 

  • Content – Analytics offers details on the most effective keywords and phrases on your site. This information is used as a powerful tool to check your website for original content, to inform you if there is irrelevant content on your page and even help you design and improve your SEO friendly content.

 

  • Traffic Volume – If you want more traffic on your site (and you do!), you first have to know where it is coming from. Analytics will show you exactly where your traffic is generated and show you the quality of your traffic. This can really help you improve the quality of your site.

 

  • Links That Work- Broken or  links that dead end can destroy your website’s professional appearance. Weather external, internal, outbound or inbound: with analytics you are able to quickly check all of the links connected to your site.

 

Website analytics is simply, a very useful tool for any website owner. If you are running an SEO campaign, it can tell you exactly how well it is working and will assist you with repairing the areas that are not working. When using website analytics you are given information such as:

  • Total amount of visitors to your site.
  • What percentage of visitors came from outside sources such as: inbound links, search engines, etc.
  • Total amount of new visitors
  • Where your page ranks in the search engine results for the keywords on your site.

Armed with this information you are able to gauge your campaigns in order to show where you are successful and what you need to change to be successful.

By: Deveren Werne

Mojoe iconIf you would like Mojoe.net to discuss your websites analytics, custom logo designs, website, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

5 Cool Google Tricks

Monday, January 4th, 2016

Google Tricks Too Know

google logo

Knowing a few Google Tricks can save you time (which is money) when searching the web for different things. So, we here at Mojoe.net have put together five of the more useful search tricks from Google that we use in our everyday work flow. We’re sure they will work for you as well as they do for us.

  1. If you want to compare two different items, say something like coffee and tea for example. You can add versus “vs” to your search and a comparison of the two items will come up.Coffee vs TeaCoffee vs Tea
  2. If you are searching for a subject and would like to exclude a word because the wrong stuff keeps coming up. You can enter a minus sign before the word and it remove it from the search you are doing.                    Example: Say you are doing a report on dinosaurs and are searching the word “Jurassic”. You will find that in your search resolute things like the movies Jurassic Park, Jurassic Park 2, Jurassic Park 3 and Jurassic World will be some of the top finds by Google. But if you add a minus “-“ before keywords you don’t want like this “Jurassic –world –park “, they will not be in your search resolute.
  3. Let say you are searching for a phrase but can’t quite remember it. You know, something like the lyrics to a song but you can’t remember all the lyrics or a quote from someone. Use an Asterisk sign “*” in place of the words you can’t remember and Google will give you a few phrases that maybe similar.
  4. Do you need to know the meaning of a word? You can save yourself a few clicks to a dictionary website by adding the word define before the word you want to know about in the search bar of Google. This will also work for slang words, curse words and even acronyms.
  5. Would you like to find websites that are similar to the website you are viewing. Simply use the word “related” with a “semi-colon” and then the web address you are looking at. For example, use “related: twitter.com” and then hit enter, other social websites like Facebook or Google+ come up.

By: Lance Roberts

If you would like Mojoe.net to discuss your websites analytics, custom logo designs, website, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

Google lays out its ambitions for your phone, your home, your car and your wallet

Friday, May 29th, 2015

google - logoThe Future of Google

Google made clear Thursday that it’s still fighting a multifront war against its old rival, Apple — and that the battles are as heated as ever.

Top Google executives took to a San Francisco stage Thursday to tout their agenda for the next year to a crowd of excited developers. In a series of reveals, Google sketched out ambitious plans to challenge Apple’s ever-expanding reach on mobile devices by bringing the Android mobile operating system into just about everything we use — from watches to televisions to cars.

“We are taking computing beyond mobile,” said Sundar Pichai, Google’s senior vice president of products, specifically touting the launch of Android Auto, an in-car Android system that’s now available on Hyundai, General Motors and other major car brands. In the home, Google is introducing a new lightweight operating system, Brillo, for smart appliances such as thermostats, security systems and smart locks.

That ubiquity is important for Google and Apple as more everyday objects become “smart,” or capable of connecting to the Internet. That trend that carries the two companies’ bitter gadget rivalry far beyond the smartphone, as they try to match each other feature-for-feature. Apple is expected to release home hub software at its own developers conference, which will take place at the same convention center next week.

Google also took a decisive stand against Apple in the realm of mobile payments, introducing its own “Android Pay” system, which will be built into the operating system to allow users to pay for items by tapping their smartphones at the register. Google is also adding support for fingerprint authentication for all Android phones, a key feature of Apple’s competing Apple Pay program.

On the wearables front, Google showed off new features of Android Wear, its system for smartwatches and other gear. These include the ability to control menus and scroll through a screen with wrist motions in addition to the touchscreen — for those moments when your hands are full.

The smartphone, however, is still the core of the tech world and the main focus for the company’s software development. Google’s next mobile operating system, currently called “Android M,” focused on polishing Android’s core features. That includes improving the look and feel of transitions between apps, as well as between apps and the Web. Google’s also taken a hard look at how to extend battery life and speed up charging times for Android devices, boasting that its changes have doubled battery life in its own tests.

Google’s also improving its voice control software, Google Now, adding features that let users find information more easily, sort of like footnotes on steroids. In one demo, Google engineers opened an article with a picture of actor Hugh Laurie and tapped on the image to trigger a quick Google search on him — all without opening a separate tab.

Many of the new additions to the software focus on making Android feel more coherent on all devices — a problem Apple, as a hardware and software maker, doesn’t face. Despite a move toward more standardization, however, Pichai was clear that variety is still the spice of Android’s life.

“We want to provide Android for users the way they like it,” he said.

Article Provided By Washington Post

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If you liked this article, you may want to read this:

Facebook Starts Hosting Publishers’ “Instant Articles”

 

 

 

 

 

Facebook Starts Hosting Publishers’ “Instant Articles”

Wednesday, May 13th, 2015

 

Instant Articles

After months of rumors, Facebook today unveiled“Instant Articles”, a program that natively hosts publishers’ content in its app’s News Feed so users don’t have to click out and wait for websites to load. Instant Articles debuts today with rich-media stories from The New York Times, BuzzFeed, National Geographic, and six other outlets that will be globally visible from Facebook’s iPhone app.

Assuaging publishers’ fears that Facebook would keep all the data, the social network will share analytics, and Instant Articles is compatible with audience measurement and attribution tools like comScore, Omniture, and Google Analytics. Ads can appear inside Instant Articles, with publishers keeping 100% of revenue if they sell them, and Facebook keeps its standard 30% if it sells the ads, as the Wall Street Journal previously reported.

Instant Articles won’t receive preferential treatment from Facebook’s News Feed sorting algorithm just because of their format. But if users click, like, comment, and share Instant Articles more often than others, they may show up higher and more frequently in feed like any piece of popular content. That could incentivize, or implicitly force, more publishers to adopt the new hosted format.

Instant Articles - 3-Map (new)

Beyond just loading faster, Facebook will parse HTML and RSS to display articles with fonts, layouts, and formats that make Instant Articles feel like a publisher’s website. But Facebook is also providing vivid media options like embedding zoomable photos, videos, and maps with audio captions, plus contextual ‘Ambient Videos’. Justin Osofsky, the company’s VP Of Global Operations and Media Partnerships, says publishers “can have the same tools that an app developer has. They’re not stuck with what the mobile web can offer.”

If the Instant Articles test is well received, Facebook hopes to add more publishers in the coming weeks with the goal of making it available to any outlet that shares stories on Facebook.

tl;dr – Facebook is trying to plug the holes where users leak out. Slow mobile web article load times lead people to leave its app. Speeding up the reading experience by subsuming it could make sure people stay on Facebook connecting with friends, discovering content, and seeing ads. But the program further indebts publishers to Facebook, and they have to play by its rules.

Designed On Paper

Many think Facebook’s dedicated news reader Paper was a failure because it wasn’t a hit with tens of millions of users. But like Camera, Slingshot, and Facebook’s other standalone apps, it was designed to provide Facebook with insights about user behavior that it could bring back to its main app. This is how Facebook figured out photo filters and stickers, and now Paper has taught it about the stylized reading experience publishers want to provide.

Instant Articles borrows from the branded article covers pioneered in Facebook Paper

Now, Paper will still be supported, but its team’s leaders including project manager Michael Reckhow and designer Mike Matas are behind Instant Articles. “We’ve brought a bunch of the learnings [from Paper] into this product” Reckhow tells me at Facebook headquarters. That includes stylized cover images and fonts that evoke the publisher’s brand.

The project started with the theses that “speed is often then most important feature of what we build on a mobile phone” Reckhow tells me. The company saw a massive increase in usage and improvement of reviews when it doubled the speed of its iOS app in 2012.

“We have gone through and optimized and sped up all the core experiences of using Facebook: loading News Feed, loading photos, loading videos” Reckhow explains. “The last thing that takes a long time to load in your News Feed is articles.” Matas relays “We’ve all had the frustration of just looking at a blank screen and waiting for something to load”, and notes “On average it takes over eight seconds to load.” That’s an eternity on mobile that causes people to close the app in frustration.

Instant Articles load 10x faster than the mobile web

So nine months ago, Facebook devised the plan for Instant Articles. As soon as an Instant Article is algorithmically picked to show up in the News Feed, a rich cover image and the article itself is pre-loaded into Facebook’s native app.

When you tap one, instead of having to wait for an internal browser window opening the website to load, the screen slides over immediately revealing the hosted content. Matas says they load “about 10x faster than the mobile web”, and in my demo on Wi-Fi, it took just a quarter-second or so. Not enough time to get bored and leave Facebook.

Built To Appease Publishers

In August, the Instant Articles team began meeting with top publishers. It knew they’d be edgy about shifting the reading experience off their website and to Facebook. Osofky tells me “We thought it was important to get feedback from publishers directly, and then build to meet their needs.”

After hearing their pitch, BuzzFeed’s VP Of Product Chris Johanesen told the Instant Articles team “Great meeting, you but here are the seven things that we would need to be able to do this program”, a BuzzFeed spokesperson tells me. Those requests were:

  1. Compatibility with comScore traffic measurement
  2. Compatibility Google Analytics to understand the audience
  3. To make sure Google Analytics worked across all its content
  4. Compatibility with BuzzFeed’s internal analytics tools
  5. Control of design to make Instant Articles look and feel like BuzzFeed articles
  6. Ability to work with BuzzFeed on special formats like quizzes
  7. Monetization

When Facebook returned in January, BuzzFeed’s spokesperson tells me “I gotta say, it was pretty impressive. ‘Those things you asked for? We’re going to do all of them.’”

As it launches today, Instant Articles will work with comScore to properly attribute traffic to publishers, though others like Quantcast or Compete may not be totally accurate yet. Google Analytics, Omniture, and some publishers’ tracking tools will work just like on a publisher’s websites, recording standard data on who’s looking at what articles and the media inside them.

Facebook plans to expand the analytics for publishers tools it released in December, which can tell outlets how far users scrolled. Still, Osofsky notes “We’ll always respect the privacy of people and personally identifiable information will never be shared.”

Instant Articles - 2-Photo (new)

From the moment users see an Instant Article’s story blurb in the News Feed, it will look distinctly theirs. The New York Times and BuzzFeed’s iconic fonts will shine through, as will National Geographic’s yellow border. Instant Articles support all kinds of embeds like tweets and YouTube videos, as well as web views to allow even more rich content flexibility like interactive infographics.

Facebook’s main goal is improving the News Feed experience so people stay longer and see the highly-lucrative ads it already shows, not to steal ad impressions from publishers. So publishers will retain control of what ads they choose to show inside the Instant Articles. If they sell them, they’ll keep 100% of the revenue. If Facebook sells the ads through its Audience Network mobile ad network, it will keep 30% and give 70% to the publisher.

And publishers aren’t bound to use the product. Partners can publish as many or as few Instant Articles as they want, and display and promote those same articles elsewhere however they want. No exclusivity.

It has felt extremely collaborative from the beginning

— BuzzFeed

But none of this would matter if it was hard to turn what publishers already product into Instant Articles, because they’d never adopt the format. Reckhow explains that Facebook built a “bridge” that parses the HTML and RSS of articles publishers post, and converts them into Instant Articles. Enabling the rich media tool like audio captions takes just a single extra line of code or tag.

Working with Facebook “has felt extremely collaborative from the beginning” BuzzFeed tells me. That’s a far cry from the worries most publishers had about Facebook strong-arming them into exploitative hosted content deals.

Mobile-First News

Instant Articles offers perhaps the richest mobile news reading experience today. Everything is designed to react to where users scroll, instantly play without extra taps, and be navigatable by touch or tilt.

Today, one Instant Article will be posted by each of the nine launch partners: The New York Times, The Atlantic, NBC, National Geographic, and BuzzFeed in the US; The Guardian and BBC News in the UK; and Spiegel and Bild in Germany. The posts will appear from their respective Facebook Pages in Instant Article format to iPhone users around the world, with Android version likely forthcoming. The post will also be collected on Facebook’s special Instant Articles Page. Those on the desktop or mobile web, Android, or other platforms will see the same links on the publishers’ websites formatted like normal.

Instant Articles - 4-Video (new)

Publisher-branded cover images greet users as they scroll through the feed, beckoning their taps. These covers can even use the autoplay video format that was Facebook’s big hit of 2014. Though the News Feed’s algorithm won’t play favorites, readers might. The animated Instant Article covers are certainly more eye-catching than traditional static blurbs, and those clicks tell the feed to show a story to more people.

Inside Instant Articles, the design can be remarkably slick if publishers take advantage of Facebook’s vivid media options. Matas says “We wanted to give publishers tools to make the in-article experience really rich and interactive.”

Publishers can feature the Facebook profiles of their authors and writers so readers can easily follow them. The featured image at the top can be an autoplay video with sound. What Matas calls “ambient videos”, essentially little clips that subtly add context and look like moving pictures, can be peppered throughout. Maps, photos, and galleries can feature audio captions that automatically play when you’re viewing that part of the post and fade out as you scroll by.

Most any kind of media can be viewed full screen or zoomed, and you can tilt your phone back and forth to pan around — another feature cribbed from Paper. Individual pieces of media can even be shared, commented on, or Liked. If friends open your share inside Facebook for iPhone, it will open the Instant Article. Otherwise, friends will be sent to the publisher’s site as usual.

Instant Articles - Screen Shot 2015-05-12

Referral Addicts

Over the years, Facebook has become a juggernaut of referral traffic for publishers. So much so that they’re understandly concerned about how Instant Articles could impact their businesses. Facebook contributes more than Google to many, and dwarfs that of Twitter.

“We were wary when Facebook first approached us about this opportunity last year. But the more we talked with their team, the more comfortable we became” The Atlantic’s president and COO Bob Cohn tells me. “We believe the hosting program will help us reach a bigger audience yet…And since we are able to sell ads into the Facebook template, and keep all of that revenue, we’re building our business.”

Instant Articles’ - Michael Reckhow

Instant Articles’ Product Manager Michael Reckhow

 

Outlets will certainly cede some control to the social network, and risk dilluting their brand if users think they can just go to Facebook and not regularly visit their site. They may miss some flexibility, or just generally feel odd about letting their content outside its cage. Recirculation promos for their other posts could be hidden by the minimalist Instant Articles format.

All these issues make it harder to convert casual visitors from social into heavy readers or paid subscribers, which are the whales of the news business.

Plus there’s always the nightmare that Facebook adjusts the terms to squeeze publishers down the line in the name of improving the user experience. It’s moved to tax and reduce virality for game developers dependent on it in the past. The new format could further addict publishers to Facebook, giving it the leverage of a street pusher. It gives publishers faster access to readers for free if they sell the ads today. What about tomorrow?

But mobile is a new era. Not just for news. For everything. Yet publishers have become trapped in the weak, outdated mobile browser. Instant Articles offer them the chance to modernize with the power of native apps without having to build them themselves. And Facebook designed the product in a way that gives publishers most of what they need, even if it’s not everything they want.

Facebook’s on a quest to bar the exits to its app and keep users bouncing around its endless stream of content and ads. Publishers can cooperate and come inside, or risk being left out.

Article Provided By TechCrunch

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

If you like this article you may be interested in this:

How Does Google Rank Your Website?

How Does Google Rank Your Website?

 

 

 

 

 

 

 

Is Pinterest Traffic Worthless?

Tuesday, May 12th, 2015

Is Pinterest Traffic Worthless?

 

Recently while researching different avenues in social media I came across an article by Tony Clark ” Is Pinterest Traffic Worthless? “. I thought it was a good read for anyone looking to add Pinterest to their Social Media Marketing strategy. With that in mind I would like to thank our friends at Copyblogger for their continuing efforts to share knowledge that makes everyone’s life easier.

Is Pinterest Traffic Worthless?

You’ve seen tons of articles raving about it.

How it’s driving more traffic than anything in the known universe. How you need to be “pinning” and have “pinnable stuff” or you’re going to fail at this magical new social network. How it’s the greatest thing since, well, the last greatest thing.

And you want someone to be straight with you. So here’s the truth …

Pinterest traffic is worthless.

But so is all traffic — unless you do something with it.

Seeing patterns that aren’t there

The problem with most of what’s being written about Pinterest traffic is that it’s pointing out the wrong things. What passes for “reporting” is someone opening Google Analytics, seeing a spike in referrals from Pinterest, and writing an “OMG! Lots of Traffic” post.

Very few are taking the time to do any due diligence on the larger picture.

Are people clicking through, or is the “traffic” just a remote call to the pinned image? Where are your visitors going? What are they doing? Does the traffic convert?

You have to ask real questions, and look for real answers, not patterns based on what others think they’re seeing.

And the wonderful thing about running a business online is that almost everything is testable, trackable, and adjustable.

What’s really going on with Pinterest traffic?

Data doesn’t lie (at least when you’re using it correctly).

Understanding your data — traffic, patterns, and conversions — is critical to your content marketing strategy. Especially when it comes to a new traffic source.

At Copyblogger Media, much of what we do is guided by data — traffic patterns, market analysis, feedback, customer input, and conversion scenarios.

And the increased Pinterest traffic we receive is treated no differently.

We watch, track, analyze, and correlate to figure out how best to capitalize on this new traffic source. Here are a few things we’ve discovered …

Traffic:

  • In the last three months (Jan 1-Mar 28), Pinterest helped traffic grow on each of our sites.
  • For Copyblogger, Pinterest was the #3 referring website, bested only by Facebook and Twitter.
  • Between January 1st and March 5th, when the 15 Grammar Goofs That Make You Look Silly infographic was posted, Pinterest sent close to 15,000 visits. Based on the number of times it was pinned, this told us that fewer than half of the people who pinned the image actually clicked through.
  • In the week following that infographic, Pinterest sent 2.7 times as much traffic as the three months before.
  • Individual post activity seems to hold a long shelf life when it’s popular on Pinterest. Often, a tweet is lifeless within a day, where a pin can continue pulling traffic for weeks after being published.
  • During this same three-month period, Pinterest was the #29 referring site for StudioPress.
  • While the amount of raw Pinterest traffic — the number of visits — is smaller for StudioPress than for Copyblogger, visitors to StudioPress stay much longer and visit more pages on average. For example, the average visit duration for a Pinterest-referred visitor on Copyblogger is 0:00:32, compared to an average of 0:05:28 on StudioPress.
  • Pinterest visitors check out 1.16 pages on average after clicking through to Copyblogger, compared to 6.34 pages on StudioPress.
  • The bounce rate for Pinterest visitors on Copyblogger averages out to 91.7%, StudioPress is 49.9% on average. This is much higher than our site averages, and higher than most other traffic sources.

Visitor Flow:

  • Infographic pins have exceptionally high bounce rates and very short visits, usually less than a minute. However, other pins (such as the 56 Ways to Market Your Business on Pinterest post) that led to straight copy had much longer visits and lower bounce rates.
  • On that Pinterest marketing post, the majority went on to the main page, followed by the Internet Marketing for Smart People, Genesis, and SEO site quality pages.
  • On days when Pinterest activity was particularly high, traffic increased to each of our product sites from Copyblogger.
  • 89.6% of Pinterest-referred visitors to Copyblogger were new to the site. Only 44.4% of Pinterest referrals on StudioPress brought new visitors.
  • The StudioPress top Pinterest-pulling post included an infographic about How Developers are Driving the Business Adoption of WordPress.
  • The vast majority of other StudioPress popular pins were all themes or showcase websites. These pins, on average, showed very low bounce and exit rates, with most continuing on to the themes page, the showcase, the blog, or the features page.
  • On average, they also showed fewer new visitors, which historically correlates with low bounce rates on our properties.

OK, so what does all of this mean for you?

In short, it means:

 

  • You need to have specific goals for using the traffic from Pinterest.
  • Work with the traffic as you would from any source — driving it to landing pages and through a conversion path.

 

For example, we’ve optimized certain pages on Copyblogger to drive visitors to our list and product pages. We’ve found that the traffic from Pinterest can be also driven to those sources, if a clear call to action is present.

On StudioPress, optimizing showcase pages to drive traffic to the related themes has shown an increase of on-page time and conversions — especially for repeat visitors.

So, even though the traffic from Pinterest for StudioPress was much lower than for Copyblogger, the overall bounce rate was also lower, on-page time was higher, and conversions were better because the path was more predictable.

Armed with that data, we can better utilize the traffic on all of our sites through tracking and testing.

And so can you.

Our analysis shows us a number of best practices for converting Pinterest traffic:

  • Infographics and smaller images command more click-throughs because they’re unreadable from the Pinterest site.
  • Infographic headlines are key to getting people to click through.
  • Compelling subjects covered with too-small-for-Pinterest font choices are ideal.
  • People who do move around your site upon arrival will likely follow a predictable path (for example: a showcase theme pin leads to a page path that is more likely to start with the themes gallery than the blog).
  • You can control how traffic responds by making a specific call to action on your pin’s landing page.
  • Longer visits on pins that bring repeat traffic is an important metric, since on commerce-driven sites you may need to get someone to your page a few times before they buy.
  • Pinterest doesn’t sell stuff — you do. By funneling the traffic properly, you can convert visitors into customers.

Traffic from any source is only worthwhile if you have specific goals for it. You can use Pinterest for customer engagement, personal branding, or as an entry point to your conversion funnel.

But you need to understand what your traffic is doing in order to accomplish those goals. That’s where your data comes in. (And if you’re looking for a place to start, try Avinash Kaushik’s Web Analytics: An Hour A Day).

So is Pinterest traffic worthless? That’s up to you to find out.

 

Article Provided By Copyblogger

If you would like Mojoe.net to discuss developing your web security, logo, web site, web application, custom programming, or need an IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

Did you like this article? Here is another you may like to read.

What is Pinterest and why should I care? - Pinterest

 

 

 

 

 

What is Pinterest and why should I care?

Thursday, May 7th, 2015

PinterestWhat is Pinterest and why should I care?

Once you’ve got a Pinterest account, you can create online collages (“boards”) for different topics you’re interested in, and then add images and videos to your boards by “pinning” them (the equivalent of using glue sticks on old-school vision boards, but faster, slicker, and considerably cooler.)

Pinterest has nearly five million users, and is rapidly growing. Nearly 1.5 million unique users visit Pinterest daily, spending an average of 15 minutes a day on the site.

Think those inspiring vision boards don’t result in referral traffic to websites and blogs? Think again. In January 2012, Pinterest drove greater traffic to websites than LinkedIn, Google Plus, Reddit, and Youtube — combined.

I’ve been doing a lot of thinking about how beginner, intermediate, and black-belt Pinterest users are using it to grow their businesses and connect with their customers using these appealing online collages.

Here are 56 powerful ways to incorporate Pinterest into your content marketing mix …

Pinterest marketing for beginner pinners …

  1. Make sure you feature your business name on your profile for maximum exposure. Use your business name as your username, or change your profile name to your business name after your profile is set up.
  2. Add a paragraph about who you are and what you’re interested in to the “About” section on your Pinterest profile. It will show up right under your photo, and will be one way that users can find out more about you.
  3. Connect your account with your Facebook and Twitter accounts. Not only will it help you gain followers, but making this connection adds social media icons under your profile picture that link to your Facebook and Twitter profiles.
  4. Don’t forget to add your website URL in your profile, too!
  5. Pin lots of stuff. Pin content steadily, instead of in huge bursts, to maximize your exposure and engagement.
  6. Come up with creative and interesting board names. They get shared whenever you pin something, so make them enticing. But be creative — you need to keep your board names short. There isn’t a lot of room for long descriptive titles.
  7. Tag other Pinterest users in your pins by using “@username” in your descriptions. Network with other professionals and vendors in your field by using this feature. Not many people are doing this yet, so it’s a great way to build your following and stand out.
  8. Comment on other people’s pins. Just like with tagging, this feature hasn’t really caught on yet, so use it regularly to really engage with other users. Obviously, use the same good manners and common sense you would when commenting on a blog or other social media site.
  9. “Like” other people’s pins to give a thumbs-up when you want to recognize great content.
  10. Pin from lots of different sources, instead of just from one or two sites. Variety is important on Pinterest.
  11. Mix pinning your own unique finds with doing lots of “repinning,” which is repeating someone else’s pin to your followers (just like a Retweet on Twitter). The person whose image you repin gets notified via email, and they also get a credit on your pin, which increases their following.
  12. Feel free to pin your own blog posts, but don’t over-promote. Follow the usual etiquette rules of any other social media site, and don’t be the boorish one at the party who only talks about himself.
  13. Pin videos! Pinterest has a special section just for pinned videos, and there are far fewer videos than images on Pinterest at this point, so use them to distinguish yourself. Any YouTube video is easy to pin.
  14. When you pin an image, add a description under it. Be smart about these descriptions — a good description will stay with an image as it gets repinned all over the Pinterest world. If the image is something from your own site, definitely use your business name in the description.
  15. After you pin a new image using the very handy Pinterest browser bookmarklet (a great tool in its own right,) use its built-in social media prompts to re-share your pin on Twitter and Facebook, too.
  16. Use Pinterest’s embed option to publish pins as content in your blog posts and website pages. Note: As Pinterest is catching on, you may need to tell your users that they need to click on a Pinterest image to get to the original source. When I tried this last week, a reader wrote to me and asked, “Is there more to that Pin thing? Or is it just a pretty image?”
  17. Get the Pinterest iPhone app, so you can repin on the go, pin from your camera and add a location to your pins so others can find your images.
  18. Optimize your website content for Pinterest sharing (Part One): Use images in every single post you write, so your post can be shared on Pinterest. When you find yourself getting lazy about this, remember –- not using an image in your post means no one will pin it. And remember — the prettier the picture is, the more it will get pinned. The images that appeal to Pinterest members are powerful and emotive, so keep that in mind when choosing your pictures. That combination tends to work well for your blog readers, too.
  19. Optimize your website content for Pinterest sharing (Part Two): Consider watermarking your images, or adding text to them. If you’re using your own images on Pinterest, one of the best ways to help your image stand out is by adding a clear description to the image itself, or adding a watermark with your business name. Make sure it’s clear, but that it doesn’t block out the main subject of the photo.
  20. Create seasonal or holiday boards that relate to your brand. Example: New Year’s Resolutions, Fourth of July, etc. Users love these.
  21. Add a prominent Follow Me on Pinterest button to your website to advertise that you’re a pinner!

Pinterest marketing for intermediate pinners …

  1. Search for new images to pin (or for trends) by using Pinterest’s search function. The search bar is in the top left of every Pinterest page.
  2. Use keywords in descriptions of pins, so pinners can find your images and boards when they do their own searches.
  3. Make sure you’ve got a Pin It! button added to the footer of each of your blog posts so your readers can quickly and easily share your content on Pinterest.
  4. Your Pinterest page has its own RSS feed! Find your Pinterest feed by clicking on the RSS symbol under your profile photo, then use it anywhere you can use a feed (Facebook, LinkedIn, for syndication on other sites, etc.) Advertise your Pinterest feed to your readers and ask them to add you to their RSS feedreaders.
  5. Got a WordPress site? Feature your recent pins in a widget in your WordPress sidebar by using a Pinterest widget.
  6. You can add contributors to any of your boards. Use this feature to engage your staff and let them contribute to your Pinterest presence by using adding to your company boards. Your staff will love this, and your boards will be richer for it!
  7. Want to find out who’s been pinning your stuff? Go to:http://pinterest.com/source/yoursitehere. For an example, check out Copyblogger’s source page. Look at your site’s page often to discover which posts and images are resonating with Pinterest users. Use that information to shape your content strategy.
  8. Add prices to your pins to create your own Pinterest shop. To add a price to a pin, type the $ or £ symbol followed by item’s price in the pin’s description. When you add prices to your pins, they may be featured in Pinterest’s “Gifts” section.
  9. Create a board that tells the story of your company and communicates your core values. Make this board available to people as part of your sales process.
  10. Consider creating “thank you” boards for current or past clients that send special appreciative messages. Could you create a holiday thank you card? Or one that celebrate the launch of a new client’s big project with your company?
  11. Pin tutorials on your boards. Need to walk a client through how to use your products or services? Or do you want to create free how-to videos to use as promotional materials? Pin your videos and presentations on special “How-To” or “Tutorial” boards. Anything you teach your clients can be made into a tutorial.
  12. Watch for trends. Click on the “Popular” link on your Pinterest home page to research what’s catching on with pinners, then integrate those trends into your content strategy.
  13. Be yourself. Pinterest is all about personal expression, so don’t be afraid to pin stuff that represents who you really are.
  14. Create a special board to highlight your company’s team members. Use the description under each photo to write a bio of each person.
  15. Show behind-the-scenes photos of your company. People love knowing how you make things!
  16. Become an information curator for your niche. Gather the newest and best resources on your boards. Become a trusted source of information on Pinterest, and your following will grow by leaps and bounds.
  17. Integrate your Pinterest account with Facebook’s timeline feature, so you post content in both places at once.
  18. Highlight old content on your blog so that people can repin your archived posts. The LinkWithin tool will add a footer to your blog posts that features images and links pulled from old content, giving people the opportunity to pin previous articles.
  19. Thinking about freshening up old photos, or going back through your blog archives and adding photos to those text-only posts? Now is the time! Remember — the prettier the picture, the more pins you will get.

Pinterest marketing for black-belt pinners …

  1. Find out when you’re getting the most repins, likes, comments and referral traffic by regularly analyzing both your Pinterest profile and your site traffic stats. Test out pinning on different days of the week and times of day to maximize traffic and audience engagement.
  2. Connect your clients who use Pinterest by introducing them to each other. Recognize your best pinners by sending out a weekly “Best of Pinterest” email that includes spotlighted boards and pins from your clients’ profiles.
  3. Create moderated boards for your fans to express their support for you. They can add videos, blog posts and photos from your events.
  4. Do you have a number of different ideal client personas? Create a separate board to represent each client persona, then use those boards during your sales cycle and embed them into your website pages so people are clear about the kinds of clients you’re trying to attract.
  5. Create boards for the classes and webinars you teach, and use them as supplemental material for your students. You can use the boards during your class or presentation, or send your students home with Pinterest boards to explore after class. If you’re teaching a live class or workshop, include pictures from the actual event.
  6. Create boards for referral sources, affiliates and strategic partners, and let them add to the boards. Engage with the partners so they know they are included and appreciated.
  7. Allow your best customers or star students to join in on certain boards and pin ideas and suggestions about how to use your product, or themes that go along with your products and services.
  8. What could be better for showcasing how awesome your business is than creating a dedicated testimonials board?
  9. Use Pinterest boards to tell client stories. Turn boring written case studies into powerful visual stories.
  10. Check out your VIP clients’ boards to get ideas for special thank you or holiday gifts.
  11. Create quick-start guides or owner’s manual boards for your products. Or if you’re primarily a service provider, create a “How to Get the Most Out of Working with Me” board with ideas and suggestions on maximizing your service relationship.
  12. Create boards for conferences that you attend. Carry cards with instructions on getting invited to post on that board — conference attendees will love this!
  13. Create beautiful, visually interesting coupons, and add them to your boards.
  14. Your clients will be blown away if you create special boards just for them that include resources and ideas tailored to their individual situations. This will really make your company shine is done regularly and well.
  15. Offer exclusive Pinterest promotions. Create pins that give special promotions for following you on Pinterest.
  16. Run a Pinterest contest. Invite your readers to pin links and images from your site that inspire, motivate, move or entertain them. Then judge the winners by creativity or ingenuity and offer a juicy prize. Offer to promote the winners’ Pinterest boards on your site as part of the contest.

Article Provided By Copyblogger

If you would like Mojoe.net to discuss developing your web security, logo, web site, web application, custom programming, or need an IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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Is Pinterest Traffic Worthless? - puzzle

  • Is Pinterest Traffic Worthless?

SEO – Search Engine Optimization

Monday, May 4th, 2015
SEO - Search Engine Optimization - How Does Google Rank Your Website?

How Does Google Rank Your Website?

What is SEO?

A simple definition of SEO – search engine optimization in 2015 is that it is a technical and creative process to improve the visibility of a website in search engines, with the aim of driving more potential customers to it.

An Introduction

This is a beginner’s guide to effective white hat seo. I deliberately steer clear of techniques that might be ‘grey hat’, as what is grey today is often ‘black hat’ tomorrow, as far as Google is concerned.

No one page guide can explore this complex topic in full. What you’ll read here is how I approach the basics – and these are the basics – as far as I remember them. At least – these are answers to questions I had when I was starting out in this field. And things have changed since I started this company in 2006.

The ‘Rules’

Google insists webmasters adhere to their ‘rules’ and aims to reward sites with high quality content and remarkable ‘white hat’ web marketing techniques with high rankings. Conversely it also needs to penalise web sites that manage to rank in Google by breaking these rules.

These rules are not laws, only guidelines, for ranking in Google; laid down by Google. You should note that some methods of ranking in Google are, in fact, actually illegal. Hacking, for instance, is illegal.

You can choose to follow and abide by these rules, bend them or ignore them – all with different levels of success (and levels of retribution, from Google’s web spam team). White hats do it by the ‘rules’; black hats ignore the ‘rules’.

What you read in this article is perfectly within the laws and within the guidelines and will help you increase the traffic to your website through organic, or natural search engine results pages (SERPS).

While there are a lot of definitions of SEO (spelled Search engine optimisation in the UK, Australia and New Zealand, or search engine optimization in the United States and Canada) organic SEO in 2015 is mostly about getting free traffic from Google, the most popular search engine in the world (and the only game in town in the UK):

SEO - Search Engine Optimization - Top Search Engines in the UK

The guide you are reading is for the more technical minded.

Opportunity

The art of web seo is understanding how people search for things, and understanding what type of results Google wants to (or will) display to it’s users. It’s about putting a lot of things together to look for opportunity.

A good optimiser has an understanding of how search engines like Google generate their natural SERPS to satisfy users’ NAVIGATIONALINFORMATIONALand TRANSACTIONAL keyword queries.

A good search engine marketer has a good understanding of the short term and long term risks involved in optimising rankings in search engines, and an understanding of the type of content and sites Google (especially) WANTS to return in it’s natural SERPS.

The aim of any campaign is increased visibility in search engines.

There are rules to be followed or ignored, risks to be taken, gains to be made, and battles to be won or lost.

A Mountain View spokesman once called the search engine ‘kingmakers‘, and that’s no lie.

Ranking high in Google is VERY VALUABLE – it’s effectively ‘free advertising’ on the best advertising space in the world.

Traffic from Google natural listings is STILL the most valuable organic traffic to a website in the world, and it can make or break an online business.

The state of play STILL is that you can generate your own highly targeted leads, for FREE, just by improving your website and optimising your content to be as relevant as possible for a customer looking for your company, product or service.

As you can imagine, there’s a LOT of competition now for that free traffic – even from Google (!) in some niches.

The Process

The process can successfully practiced in a bedroom or a workplace, but it has traditionally involved mastering many skills as they arose including diverse marketing technologies including but not limited to:

  • website design
  • accessibility
  • usability
  • user experience
  • website development
  • php, html, css etc
  • server management
  • domain management
  • copywriting
  • spreadsheets
  • back link analysis
  • keyword research
  • social media promotion
  • software development
  • analytics and data analysis
  • information architecture
  • looking at Google for hours on end

It takes a lot, in 2015, to rank on merit a page in Google in competitive niches, and the stick Google is hitting every webmaster with (at the moment, and for the foreseeable future) is the ‘QUALITY USER EXPERIENCE‘ stick.

If you expect to rank in Google in 2015, you’d better have a quality offering, not based entirely on manipulation, or old school tactics.

Is a visit to your site a good user experience? If not – beware MANUAL QUALITY RATERS and BEWARE the GOOGLE PANDA algorithm which is looking for signs of poor user experience and low quality content.

Google raising the ‘quality bar’ ensures a higher level of quality in online marketing in general (above the very low quality we’ve seen over the last years).

Success online involves HEAVY INVESTMENT in on page content, website architecture, usability, conversion to optimisation balance, and promotion.

If you don’t take that route, you’ll find yourself chased down by Google’s algorithms at some point in the coming year.

This ‘what is seo’ guide is not about churn and burn type of Google seo (called webspam to Google).

Article Provided By HOBO

Mojoe.net has more than 16 years of experience with SEO – search engine optimization for our customers websites. Let our team help your website reach the top 10 of Google’s online search engine.  If you would like Mojoe.net to discuss developing your SEO, web security, logo, website, web application, custom programming, or need an IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

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Google May Someday Rank Web Pages On Facts, Not Links

Thursday, April 16th, 2015

facts-myths-knowledge-ss-1920

Google May Someday Rank Web Pages On Facts, Not Links

Will Google someday rank web pages based on how accurate they are? A new paper suggests they might.

Close your eyes and imagine a world where web pages are ranked not only on popularity — i.e., the links that point to them — but also by the accuracy of information they contain. That world may not be too far off.

As New Scientist recently reported, a team of research scientists at Google has published a paper (PDF) explaining the idea of Knowledge-Based Trust (KBT), an alternate way of determining the quality of web pages by looking at how accurate they are.

The quality of web sources has been traditionally evaluated using exogenous signals such as the hyperlink structure of the graph. We propose a new approach that relies onendogenous signals, namely, the correctness of factual information provided by the source. A source that has few false facts is considered to be trustworthy.

The paper goes on to describe how Google could use an extraction process to compare the facts it finds on web pages to facts that are stored in a knowledge base (think Knowledge Graph/Knowledge Vault), and reward pages that are found to be more accurate. In cases where a single web page doesn’t have enough facts, the paper suggests relying on other pages from the same website to determine trustworthiness.

Google has been building a massive database of known facts for years, and in 2012 introduced its Knowledge Graph. That’s the source of those information boxes that show on the right side of Google search results (primarily) for searches involving people, places and known entities.

The authors say their early tests of Knowledge-Based Trust have been promising. “We applied it to 2.8 billion triples extracted from the web, and were thus able to reliably predict the trustworthiness of 119 million web pages and 5.6 million websites.” (Note: The paper uses “triples” to describe the factual elements found and extracted from web pages.)

This KBT concept wouldn’t necessarily work uniformly across the internet, since many web pages don’t exist to share facts and aren’t about entities that exist in a Knowledge Graph-style database.

Along those lines, the authors say this way of measuring trustworthiness “provides an additional signal for evaluating the quality of a website,” and could be used “in conjunction with existing signals such as PageRank” — not necessarily as a replacement.

Article Provided By Search Engine Land

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal

Wednesday, March 25th, 2015

On March 15, 2015, the article “SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal” was posted on the web. It is a most read for any website owner.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - Responsive Design

New Changes Start April 21

Do you have a mobile or responsive site? If not, on April 21 you may find it harder to rank in Google’s mobile search results.

Google announced algorithm updates that will have a “significant impact” on mobile search results worldwide for mobile searchers. The update improves rankings for sites that provide a mobile-friendly experience to searchers on mobile devices, and, by association, demotes sites that do not.

Google announced algorithm updates that will have a “significant impact” on mobile search results worldwide for mobile searchers.

Note that the mobile-friendly update only affects mobile search results — i.e., searches from smartphones and tablets — not searches conducted on a desktop or laptop computer.

In addition, the algorithm is applied worldwide, page by page, on a real-time basis. “Worldwide” means that the algorithm update affects mobile searchers and search results in all countries at the same time, rather than just rolling out in the U.S. first.

“Page by page” means that each page’s mobile friendliness is judged separately. That’s good news if your ecommerce catalog is mobile friendly but your forums or other content sections are not. The unfriendly sections will not cause your entire site to be ranked as unfriendly.

“Real time” means that you can expect to see the mobile ranking benefit of making your site mobile friendly right away. The next time Googlebot crawls your pages and determines that they are newly mobile friendly, the mobile-friendly ranking algorithm would kick in for those pages. This is especially good news because some algorithm updates have been processed on a monthly or unknown time cycle and applied to the algorithm in batches.

Beware, though, because real time also works both ways. If an update were made to your site that makes pages unfriendly, the mobile-friendly ranking algorithm would kick in for those pages the next time your site is crawled.

In addition, content from indexed Android apps can now be ranked in search results for searchers who are signed in to Google and have that Android app installed on their mobile device. Since Google would have no access to Apple’s iTunes database, iOS apps would not be included in this app ranking improvement.

Google’s stated goal is to improve searcher experience. It’s frustrating to search on a phone and land on a page that’s so tiny you can’t accurately click the links without pinching and zooming and scrolling to find the right text or links.

Google is converting that frustration into an improvement in its search results, so that more mobile searchers will land on sites with positive mobile experiences. It makes sense from the searcher’s perspective, which is what matters to Google.

But from an ecommerce perspective, it could possibly be a very costly update in terms of lost mobile traffic and revenue.

Example of Mobile Impact

Say you use your smartphone to search for “formal dresses.” Starting April 21, the results on your smartphone will be reordered based on the relative mobile friendliness of the sites. The image below shows my mobile search result for “formal dresses.”

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - mobile impact

Keep in mind that the mobile search result is probably personalized in some way. Your mobile search results may vary. The important thing to note is that the first, second, and fifth organic search results are already deemed “Mobile-friendly,” as I have highlighted above.

Google has already been annotating mobile-friendly pages for searchers, in an effort to help influence mobile searchers toward a better mobile experience.

On April 21, the annotation will become part of the ranking algorithm, affecting the order of search results directly. In Google’s words, the change will have a “significant impact” on search results for mobile searchers.

The burning question is how significant the impact will be.

Will the fifth ranking site move up to the third place, ahead of the non-friendly sites so that the new ranking order becomes 1, 2, 5, 3, 4? Or will the sites that rank third and fourth today disappear completely from the first page of results, so that only mobile-friendly sites grace the first page? There’s no way to know until April 21.

Ecommerce Impact

Maybe it’s easy to dismiss the example above. It’s one keyword, likely not even related to your industry. How many people even search for formal dresses on their phones anyway?

It turns out that searchers want to find “formal dresses” over 100,000 times a month, according to Google’s Keyword Planner, and nearly 300,000 more want some variation of formal dress keywords, such as a semi-formal dress.

Of all those nearly 400,000 searches on average per month in Google in the U.S., only 39 percent of them happen on a computer. That means that 61 percent — about 240,000 searches a month — occur on smartphones and will be significantly impacted by Google’s mobile-friendly algorithm update on April 21.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - stats

If a consumer is searching on a mobile device for a product sold specifically by your ecommerce brand, my prediction is that your brand will continue to rank at the top regardless of mobile friendliness. For example, for site-branded keywords, such as “macys formal dresses,” mobile search results are unlikely to change dramatically. There’s no way to know for certain until April 21, but logically Google should respect the searcher’s ecommerce brand navigational search intent.

The same would presumably not hold true for product brand searches, such as “UGG boots,” where many etailers sell that brand. We should expect the mobile-friendly update to impact product branded keywords in the same way as it would a completely unbranded keyword like “winter boots.”

Impact on Your Ecommerce Performance

First, determine if Google sees your pages as mobile friendly. It doesn’t matter if you think they’re mobile friendly or your agency tells you that they are. What matters is what Google determines algorithmically because it has 100 percent control over how your site ranks.

Google has provided a mobile-friendly testing tool that analyzes each page that you enter and tells you whether it’s mobile friendly or not. The image below shows a page that is not mobile friendly, and the resources that Google recommends to resolve those issues.

SEO: Google to Make ‘Mobile-friendly’ a Ranking Signal - mobile friendly

Resolving the issues could be as simple as asking your developer to update your robots.txt file to remove a block on certain files (your developer will know what this means). Or it could be as difficult as a redesign to implement responsive design or mobile site best practices.

How this affects your ecommerce business depends a great deal on your mobile search performance today. Remember that the only traffic and sales at risk here is organic search driven via a mobile device (smartphone and tablet).

Analyze the risk in any change that will impact search engine optimization in terms of worst-case scenario.

The worst-case scenario is that all of the sales-driven organic search traffic via a mobile device disappears instantly when the change happens. That’s the worst case. It can’t get worse than losing it all. In all likelihood, the worst case won’t actually occur, and the decrease would be more like 80 percent, or 50 percent. But measuring the worst case helps you decide if the issue really is significant enough to act on immediately.

Start by measuring the amount of affected traffic and sales today and determine the real impact of losing it all. Remember, filter the visits and sales so that the data only contains organic search-driven traffic via a mobile device. Then determine the impact to your ecommerce business if those traffic and sales disappeared completely on April 21.

That’s how to determine the actual cost. What’s more difficult to measure, however, is the opportunity that this algorithm update represents.

How many of your competitors will be boosted by the mobile-friendly update? How many will be demoted? Can you capitalize on their loss? Is this an opportunity to surpass the competition?

Keep in mind, receiving few visits and sales via mobile search today does not in any way indicate the true size of the opportunity.

Head to the Google Keyword Planner and identify the actual opportunity that mobile search represents. Test your assumptions using keyword research and determine the true size of the mobile search opportunity before dismissing it as a useless channel.

I was skeptical, for example, that “formal dresses” would drive any real mobile search traffic. I was wrong.

Article Provided By PracticalEcommerce

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

Social Media Strategies

Wednesday, February 25th, 2015

 

Social Media Strategies

Pamela Lund is a well-known PPC marketing specialist, and an upcoming speaker at the SEJ Summit in Santa Monica on February 24thThe conference ticket cost for attendees is being covered by our partner, Searchmetrics, which delivers enterprise SEO and content marketing analysis, recommendations, forecasting and reporting for companies that want potential customers to find them faster.

Want to attend? We still have a few spots open – so if you are in the LA area and want to learn from Pamela (and other speakers like Neil Patel, Stephan Spencer, Morgan Brown, and more), sign up for an invite now. If you aren’t in the LA area, check out where else the SEJ Summit will be this year, including Chicago, NYC, San Francisco, London, and Dallas.

 

We are excited to welcome Pamela next week. and can’t wait to hear what she has to say. But for now, here is some insight from Pamela on PPC and paid social media:

1. Out of all the platforms you run PPC campaigns for clients (AdWords, FB, LinkedIn, Bing, etc), which do you find to have the largest ROI?

As with all things SEM, the answer is it depends.

For e-commerce, the best performing channels in my experience are AdWords and Bing search, including Shopping/Product Listing Ads campaigns. Buyer intent is higher when people are specifically searching your keywords and you can qualify them with the ad message. Shopping ads work particularly well for sellers who have the best prices in their market or unique products that stand out from the competition when users see product images. You can be successful with AdWords and Bing search based ads with almost any budget (within reason).

AdWords and Bing search based ads also work well for lead generation if you have a landing page optimized for converting this type of traffic. Frequently people are in research mode when searching, so you need to give them just enough information to convince them to contact you or offer them something in exchange, such as a relevant white paper, in exchange for submitting their contact information.

Display/banner advertising can work well for almost any business if proper targeting is employed in combination with good banners and a strong landing page. You may want to expect lower performance from display advertising in exchange for the branding you receive. View through conversions can indicate if display advertising is offering any lift in conversions.

Facebook ads and Twitter ads can be successful for e-commerce if you have a product or service that is inexpensive and interesting enough to be an impulse buy and you’re targeting the right audience. In many cases though, I use social network advertising for branding, for giveaways and contests, and for cheap traffic generation so we can tag users with remarketing pixels so we can reach them with ads when they are in a buying mindset. I also usually encourage clients to run a likes/followers ad campaign so we can increase the number of quality fans both for page engagement and branding as well as to improve the data available for building lookalike audiences for ad targeting.

LinkedIn Ads work well for B2B products and services, but usually when used as lead gen with the actual sale happening through an email drip or personal contact. The LinkedIn Ads platform offers fantastic targeting options if you know the job title of your decision maker or if you are trying to reach people who work in certain industries. Unfortunately, the minimum CPC is $2 so if you do not convert well or have a high CPA threshold, the leads may be too expensive. Volume is also a limiting factor for LinkedIn Ads.

For app installs, Twitter and Facebook ads perform well. If the app is free, the conversion rates can be phenomenal. You need to have some form of app analytics implemented to track the quality of the installs to optimize your targeting for the long-term, but if sheer volume of installs/user signups is the goal, such as with start-ups raising funding, social ads are a good approach.

2. What types of companies should focus more on paid social campaigns via paid search?

Companies trying to boost app installs, grow fan engagement, build remarketing audience size, or building buzz for an upcoming offering will most likely have better results from social advertising than from paid search. Anything with a social component will also work well if you are targeting users in the network you want them to use to share your content. For instance, if you are running a contest that people get an extra entry to if they share your content, they will be more likely to share it if it is as easy as possible. So, targeting people within Facebook with a request to share a Facebook post will be more successful than targeting people with an AdWords ad that links to your website with a request to share the page on a social network.

Companies that have a longer buying cycle or those that get repeat purchases from their users tend to see a significant boost in conversions if they incorporate social network advertising in their overall strategy because they keep the brand in the user’s consciousness. Even if the conversions don’t come from clicks on the social ads, the consistent reminders bring users back for future purchases. Just like television advertising doesn’t cause people to immediately get in the car and drive to the store to buy a product, it influences their buying decision next time they are shopping.

Any business that has a strong social presence can also be successful advertising on social networks. Without a strong social presence (active Facebook page or Twitter stream), the advertising may not be as effective as people tend to look for multiple cues before buying.

3. When I do PPC campaigns for clients, writing “perfect” ad copy can get tedious. Can you give us a few strategies for writing ad copy?

Good PPC managers are a wonderfully crazy bunch. We have to have a bit of a split personality in order to be successful at and enjoy our jobs. That being said, optimizing ad copy can be tedious, especially if you’ve been working on an account for a while and think you’ve tested everything that can be tested. However, there are always new things to try. Some of my favorite tips are:

  • When writing ads for a new client, read their website to get comfortable with any language specific to their business, ask the client to describe their product to you in their own words, read their competitors’ ads and websites, and read forums or product reviews to see how consumers refer to the product. Use phrases that the consumers use, even if your client doesn’t use them. You’re not trying to get your client to click the ad, you’re trying to attract buyers.
  • When writing new ads, don’t try to change every piece of the ad. You only need to change one line, and sometimes only one word, to have a significant impact on performance. If you change too many variables at once, you won’t know what caused the change in CTR or conversion rate and you’ll use up all your good ideas in one ad. Instead, try a new headline or change the context (use an exclamation instead of a question).
  • Don’t try to be too clever with text ads. You have a split second to get people to pay attention and decide to click. Never underestimate the value of just telling people what to do, such as “Buy Now To Save 20%.”
  • The formula of “ask a question and solve the problem” works well in most industries. If you ask the right question to the right audience and have the right solution, you will get a good CTR and conversion rate. If someone is searching for a roofer you might show them an ad that says “Need A New Roof? Mention This Ad For $250 Off.” Needing a new roof is their problem and giving them $250 off a new one is your solution.

4. What made you decide to specialize on PPC instead of trying to focus on multiple areas of marketing?

I love SEM because I get to do something different every day, even if I’m working on the same accounts for extended periods of time. There are so many facets to internet advertising from keyword research to writing ad copy to data analysis to audience identification that it never gets boring. I also love the instant gratification you get with advertising. I can put up a campaign and have data within minutes. Not that I ever obsessively refresh the Google Analytics real-time reports right after launching new campaigns. Nope, I never do that.

And if I’m being honest, I have absolutely no website design ability nor do I have the patience to chase search engine algorithms by doing SEO. My skills just fit perfectly with advertising management.

5. I’m always trying to create a dialogue about women in search marketing since we are usually the minority. What are three tactics you can give to new women search professionals trying to make a name for themselves in the search industry?

This is the hardest question in this interview by far because my first instinct is to say “Don’t think of yourself as a woman in the search industry.” I’ll quote my friend Rae Hoffman who has written on this issue and has somehow done a much better job of conveying how I feel about it than I can:

“Be yourselves, never see being a woman as a disadvantage, an advantage or above all, an excuse.”

That being said, here are a few tips for anyone of any gender in any industry, mostly geared towards freelancers:

  • Network with people who do something other than what you do. You’re more likely to get referrals from people who aren’t your competition than people who are. Yes, I refer work to other SEM agencies and those agencies refer to me but the majority of my referrals come from SEOs, web designers, and happy clients. It’s important to know people who do the same thing you do so you can ask them questions when you have a problem, but if you’re trying to grow your profile, network with other people, too. Yes, that includes people who aren’t even in the search industry.
  • Be trustworthy and be a resource for others. If you develop a reputation for being honest and trustworthy, people will be more likely to recommend you for jobs and will be more interested in what you have to say, leading to more speaking engagements, blogging opportunities, or other exposure.
  • Don’t trash your competition to get ahead. This is a small industry and whatever you say will get back to whomever you say it about. Just don’t be that person. You’re better than that. If you aren’t, become better than that.
  • Charge what you’re worth and stand behind your prices. If you aren’t confident about your rates, your clients won’t be either. If a client doesn’t think you’re worth what you’re charging, rather than reducing your rates to keep them, let them go so you will have time to work on a project that pays you what you’re worth. Now, if none of your clients think you’re worth what you’re charging, you may need to look at the value you’re providing.
  • Don’t work with clients you don’t like or for businesses you morally disagree with.You will perform much better for clients you enjoy working for and will do a much better job of selling products you believe in.

If you would like Mojoe.net to discuss developing your logo, web site, web application, need custom programming, or IT consultant, please do not hesitate to call us at 864-859-9848 or you can email us at dwerne@mojoe.net.

Article Provided By Search Engine Journal

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