Category Archives: SEO + PPC

New Google Ad Suite Branding

In June, Google announced changes to their Google Ad suite branding, effective July 2018.

To streamline the user experience across both small- and enterprise-level businesses, and simplify their brands, Google consolidated their current offerings into three new ad brands. The new ad suite includes: Google Marketing Platform, Google Ad Manager, and Google Ads.

Let’s quickly review each.
Continue reading New Google Ad Suite Branding

How to Build a Holiday Facebook Ad

If you’re marketing on Facebook, you likely hang out in one of two camps. You run a successful Facebook Business Page with an engaged, excited audience, or like too many businesses, your Facebook Business Page exists, but interaction is few and far between.

Facebook Advertising offers many ways to tap into those 1.47 billion people logging into Facebook each day and increase engagement on your business page, as well as drive holiday traffic and sales on your website.

Today, we’ll walk through building a simple holiday Facebook Ad from your Business Manager Ad Account.

How to Build a Facebook Ad

Step 1: Navigate to your Ad Account in Facebook Business Manager.

Continue reading How to Build a Holiday Facebook Ad

PPC Tip – 7 Steps to Enhance PPC for the Holidays

Holiday planning is already underway for busy wholesalers and retailers. If you haven’t started yet, it’s time to map out your winning pay-per-click (PPC) strategy!

Don’t skip paid search – Adobe found last year that organic and paid search brought in the most revenue during the 2017 holiday season, with search driving 44.8% of all online holiday visits (paid search at 23.5% and organic at 21.3%). To help, we’ve outlined seven steps to optimize your PPC plan to increase ROI this holiday season.

1. Lookback to Last Year

First, take a look back to last year’s paid search strategy. What combination of keywords, bids, and timing worked best?

Note the keywords, ad copy, and promotions that targeted the most relevant traffic, and the time of day or day of the week traffic times peaked. Use this combination of keywords and timing to bundle the perfect paid search plan and adjust your budgets for bidding.

Last Year's Paid Search Strategy

Continue reading PPC Tip – 7 Steps to Enhance PPC for the Holidays

2018 Holiday Digital Ads Toolkit

It’s beginning to look a lot like….the busiest shopping season of the year! Is your paid search plan in place to develop successful holiday ads and increase conversions this season?

Don’t skip this hugely profitable channel! Adobe reported that organic and paid search brought in the most revenue during the 2017 holiday season.

Holiday PPC Tips

We’re here to help you maximize paid search for holiday shoppers. Our 2018 Holiday Digital Ads Toolkit includes a guide to help you optimize your PPC strategy, a how-to for creating a Facebook ad, and a quick case study of a successful holiday ads campaign that generated a 954% return on ad spend (ROAS).

Get the Resources:



 

 

4 Facts About Facebook Advertising

This week, we welcome a guest post from our Search Marketing Associate, Gaby Dagata.

Gaby is responsible for managing Facebook Ads, pay-per-click (PPC) services, and search engine optimization (SEO) for our clients. She conducts account audits, optimizes ongoing campaigns, and works closely with clients to reach their advertising goals.

Are you one of the 93% of marketers regularly advertising on Facebook? With Facebook’s extensive reach, the benefits of advertising outweigh the negatives.

Whether you’re new to Facebook advertising, or an old pro, we’ve highlighted four things to know about Facebook advertising.

Continue reading 4 Facts About Facebook Advertising

SEO Tip – 5 Steps to SEO Victory

barcode-case-study-graphicAre you playing hard to get? If someone searches for your company on Google, does it return on the first page of search results? If not, follow our handy, 5-step checklist to learn how to get started with search engine optimization (SEO) today. You’ll start by creating great content, learn how to optimize that content for the web, and end with measuring success.

Continue reading SEO Tip – 5 Steps to SEO Victory

3 Tips to Boost AdWords Performance with a Little Cleaning

Are you using Google AdWords to reach the right people at the right time? It’s common for campaigns and keywords to quickly accumulate, causing your ads to show up in irrelevant locations instead of in front of your target audience.

Start 2018 off on the right foot in by cleaning your AdWords account. We’ll cover how to clean up your campaigns and ad groups, keywords, and extensions.

Continue reading 3 Tips to Boost AdWords Performance with a Little Cleaning

Pay-Per-Click Tip – How Mud Pie Generated a 954% Return on Ad Spend



Who:

Mud Pie is a B2B and B2C retailer of trendy and seasonal baby clothes, women’s apparel, gifts, home décor and more.

Challenge

Mud Pie wanted to execute an omni channel marketing strategy for their annual Christmas Closeout sale.

Solution

Whereoware promoted the Christmas Closeout sale on Mud Pie’s website and in PPC and email campaigns.

Additionally, Whereoware developed a targeted Facebook advertising campaign, using both Facebook’s standard and retargeting ads. The successful campaign generated additional revenue from previously untapped sources.

The Facebook ads proved to be the second highest source of website traffic for the entire Christmas Closeout campaign, second to email. Even better – 70% of those website visits were new visitors.

See how Whereoware accomplished this task, along with more stats.

SEO Tip – Introducing Google Similar Items Search

Have you ever browsed through Google Images and found a picture of a model or celebrity wearing a dress or a jacket that you want? Did you then try to search for a dress in that same print, or for a jacket in that same style, but been unsuccessful? If you answered “yes” to either of those questions, today is your lucky day!

Introducing Google Similar Items
Using Machine Vision Technology, Google now lets you search “Similar Items” on both mobile web and Android Search app to find similar products to those in image search.

Machine Vision Technology can differentiate between the various accessories within an image, and show you similar items online.  You can find apparel and even accessories like handbags, shoes, and sunglasses. Continue reading SEO Tip – Introducing Google Similar Items Search

SEO Tip – Create Topic Clusters for Better SEO

Google Strikes Again

We survived Mobilegeddon in 2015 and the most recent resurgence of Mobilegeddon 2.0, but recently Google has again changed the way their algorithms are scanning content and producing search results.

Enter, topic clusters. A topic cluster is a collection of content that cover smaller themes within an overarching topic. Though topic clusters is not a new concept, Google’s algorithm changes, are making them increasingly important.

Google search algorithms now understand phrases and topics not just individual keywords. For example, previously you might search for “content marketing” hoping to get an article explaining what is content marketing; where today you would search “what is content marketing?” and you would hope the first search result would answer your question exactly.

How Will This Work?

Think of topic clusters as umbrellas that house individual sub-topics and keywords. If we continue with content marketing as the topic cluster some of the other ideas that fall under this would be: blogging, case studies, lead generation, etc.
If you have content pages around the keywords such as “5 Tips to the Perfect Blog Post” or “Get the Leads You Want – Lead Generation Tips”, then those pages would link back a main page that explains what content marketing is and how it breaks down. That main page is called a pillar page.

Still confused? Check out the image below from HubSpot that shows the visual relationship of pages on your website with the pillar pages:

Cluster Structure

How Can I Get Started?

First, take a breath. Then comb through the pages and content on your website and start to make a list of the keywords and topics of each page. Once you can see what you have written about see if there are any overarching topics of themes that can be your cluster topics. Next, determine if you have adequate pillar pages for those cluster topics or if you need to create new content to anchor the other smaller sub-topics.

Remember, the pillar pages should answer any overarching topic question (what is it, how can I use it, etc), but also makes sense for other pages to link back to this page.

Why Should I bother?

While you may initially think about making this change just for the sake of search result pages, it’s also a good exercise to review what content you have and what could be added. If you see you have a lot of similar content, see what page could be a pillar page to link it all together; or conversely if you have a lot of random topics on your website, think about creating more pillar pages to root the content under a few umbrellas.

Not only will it boost your search engine standings, it will provide more relevant and helpful content for your readers and those people are why you created the content in the first place.