Thursday, 27 July 2017
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to “earn” those visits organically. Search engine advertising is one of the most popular forms of PPC.
Whether you’ve heard a little about PPC marketing and are curious to learn more, or you already know that you want to use PPC to market your business, but aren’t sure where to start, you’ve come to the right place! This is the first lesson in PPC University, a set of three guided courses that will teach you everything you need to know about PPC and how to make it work for you.
First, we’ll need to define PPC and establish a basic understanding of how PPC advertising works. Let’s go!
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for ad placement in a search engine's sponsored links when someone searches on a keyword that is related to their business offering. For example, if we bid on the keyword “PPC software,” our ad might show up in the very top spot on the Google results page.
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale, then we’ve made a hefty profit.
A lot goes into building a winning PPC campaign: from researching and selecting the right keywords to organise those keywords into well-organized campaigns and ad groups, to setting up PPC landing pages that are optimised for conversions. Search engines reward advertisers who can create relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks. If your ads and landing pages are useful and satisfying to users, Google charges you less per click, leading to higher profits for your business. So if you want to start using PPC, it’s important to learn how to do it right.
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful AdWords advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
An effective PPC keyword list should be:
Ø Relevant – Of course, you don't want to be paying for Web traffic that has nothing to do with your business. You want to find targeted keywords that will lead to a higher PPC click-through rate, effective cost per click, and increased profits. That means the keywords you bid on should be closely related to the offerings you sell.
Ø Exhaustive – Your keyword research should include not only the most popular and frequently searched terms in your niche but also to the long tail of search. Long-tail keywords are more specific and less common, but they add up to account for the majority of search-driven traffic. In addition, they are less competitive and therefore less expensive.
Ø Expansive - PPC is iterative. You want to constantly refine and expand your campaigns, and create an environment in which your keyword list is constantly growing and adapting.
Once you've created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analysing the performance of your account and making the following adjustments to optimise your campaigns:
Ø Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
Ø Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Ø Split Ad Groups: Improve click-through rate (CTR) and Quality Score by splitting up your ad groups into smaller, more relevant ad groups, which help you create more targeted ad text and landing pages.
Ø Review Costly PPC Keywords: Review expensive, underperforming keywords and shut them off if necessary.
Ø Refine Landing Pages: Modify the content and calls-to-action (CTAs) of your landing pages to align with individual search queries in order to boost conversion rates. Don’t send all your traffic to the same page.
You’ll learn more about all of these elements of PPC campaign management as you move forward through the coursework in PPC University.
If you’re ready to get started with PPC, skip ahead to learn how to set up an AdWords account.
If you’ve already got an AdWords account, we suggest you use our FREE AdWords Performance Grader to help you zero in on areas of improvement. In 60 seconds or less, you’ll receive a customised report grading your account performance in 9 key areas, including click-through rate, Quality Score and account activity.
Tuesday, 25 July 2017
that seems to crop up a lot is on the whole “do follow vs no follow” and “what’s the difference between the two?” subject. I thought it was about time I put a post together letting you all know I get sent quite a few questions from readers (which I’m always happy to answer), but one question what the difference is and when/where you should use them on your site.
What’s A Do Follow Link?
In order to understand the difference between do follow vs no follow links, we need to look at how the search engines work. Search engines, like Google, are always looking for clues on which pages are the best to feature at the top of their search result pages (SERPs). One of the things that they look at is the number of links from other sites that “point” to that page.
For example, let’s say that there are two posts on a similar subject on separate sites. Both posts are of a high quality, well presented and full of useful information. However, one of these posts has hundreds of natural links “pointing” to it from external sites, whereas the other only has one or two. In this instance, the search engine would place a higher emphasis on the post with lots of links, as it would seem lots of people like it enough to link to it.
Links that “point” to another site is called do follow links. These pass link juice to a page, help to increase its PageRank and raise its profile to the search engines. The more natural do follow links a website/page has, the higher it is likely to rank online.
Think of do follow links as signposts on the internet highway. They are clearly directing people and search engines to another site.
What’s A No Follow Link?
A no follows link is a link that doesn’t “point” to another site (no signposts). I think this is where people get confused, as people can still click onto a no follow link and get sent to another site, but in the eyes of the search engines, they don’t “point” to anything.
To add a no follow a link to your site, simply add this HTML code where you want the link to appear.
1 <a href=”http://www.example.com/” rel=”no follow”>Link Text</a>
No, follow links don’t pass any link juice, they don’t help increase PageRank and doesn’t help the site/page it’s pointing to rank any higher. Is this mean? Well no, not when you consider the alternative.
The no follows tag was introduced to help cut down on and prevent spam. You see, when people learned of the importance of links “pointing” to a site, some sites went overboard and started getting them by any means necessary. They would buy them, pay people to mass link to their site, abuse comments (by spamming their links), etc. just so they could increase their search engine ranking.
Search engines caught on to this tactic and introduced the no follow tag to help to prevent this kind of activity. Most sites now automatically add a no follow tag to any links that are posted in the comments. This greatly helps to reduce people spamming, though you will still get some people trying it.
Not only that, but search engines can heavily penalise a site for using too many do follow links that appear spammy. The aim was to cut down on this manipulation of the rankings, which seems to have worked quite well. It’s by no means perfect, as sites still try to manipulate their ranking, but on the whole, it is much better than it used to be.
Saturday, 22 July 2017
Understanding your website’s traffic is a fundamental step towards optimisation. When updating content, you must keep in mind who the audience will be and which offers will entice them. Additionally, the quality of website visitors can change depending on their source. For example, Paid Search traffic tends to be of higher quality. Those that click on paid ads often have a greater sense of urgency and will be more likely to convert into a lead. Other traffic sources, however, are not as straightforward. Often, websites see the largest amount of traffic from both direct and organic search. With both of these sources playing a major role in your overall website traffic, we must fully understand each one.
Direct traffic is one of the most common sources of visits to your website. In HubSpot, this traffic is shown in blue, at the bottom of the sources bar graph. Direct traffic is defined as visits with no referring website. When a visitor follows a link from one website to another, the site of origin is considered the referrer. These sites can be search engines, social media, blogs, or other websites that have a link to another website for visitors to follow. Direct traffic, however, categorises visits that do not come from a referring URL. Often, these visitors manually enter the URL of the website or have it bookmarked. In many cases, direct traffic can be due to internal employees logging onto your company’s web page or current customers going to your login screen. To keep this data clean, be sure to filter out internal IP addresses so that any employee traffic is not counted towards traffic numbers.
Organic traffic is what most marketers strive to increase. This traffic is defined as visitors coming from a search engine, such as Google or Bing. One thing to note is that paid search ads are not counted in this category. In HubSpot and Google Analytics, paid search traffic or PPC is marked in a separate category. Organic search traffic is labelled in green on the sources graph in HubSpot and can give additional data into the actual search phrase that brought in your traffic. When looking at your analytics tool, you may see traffic labelled as “unknown” or “SSL”. This means that the search terms are being withheld from the data set. This is a result of Google not sharing this information, rather than the analytics platform you are using.
Organic traffic deals directly with SEO. The better you are ranking for competitive keywords, the more organic traffic will result. Websites that blog consistently will see a steady increase in organic search traffic and improved positioning in the search results. As a marketer, it is important to look at your keywords and identify new ranking opportunities each month. These should guide your blogging efforts.
Wednesday, 12 July 2017
Concepts of Information Technology (IT)
Concepts of Information Technology (IT) requires the candidate to have an understanding
of some of the main concepts of IT at a general level. The candidate is required to understand the
make-up of a personal computer in terms of hardware and software and to understand some of the
concepts of Information Technology (IT) such as data storage and memory. The candidate shall also
understand how information networks are used within computing and be aware of the uses of
computer-based software applications in everyday life. The candidate shall appreciate health and
safety issues as well as some environmental factors involved in using computers. The candidate
shall be aware of some of the important security and legal issues associated with using computers.
In 1950 there were two computers in the world. Today there are millions. The introduction of the computer into general social use has had major effects for how work is organized, not only on the workers who are expected to use the computers but also for workers who have no access to
The introduction of computers, and especially computer communications, has promoted globalization (the interconnecting of economies around the world) and so all workers are affected -
even if they do not use a computer. In order to influence and better understand globalization working people need to digitally develop their organizations. This is sometimes known as 'bridging the digital divide'.
To begin digitally developing our organizations, however, we need to develop a better understanding of computer technology. The following module covers the basics of Information
• General Concepts
• Hardware and Softwares
• Information Networks
• IT in Everyday Life
• The Electronic World
• Health and Safety
• The Environment
• Security Issues
• Copyright and the Law
Monday, 10 July 2017
What is Social Media Marketing?
Social media marketing refers to the process of
gaining traffic or attention through social media
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast, is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
How Are Search & Social Media Marketing Related?
Why would a search marketer — or a site about search engines — care about social media? The two are very closely related.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity. Social media can also help build links that in turn support into SEO efforts. Many people also perform searches at social media sites to find social media content. Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.
Social Media Marketing At Marketing Land
Marketing Land is the sister site to Search Engine Land that covers all facets of internet marketing, including these popular topics within social media marketing:
- Social Media Marketing How To Guides & more!
To keep up with social media marketing, subscribe to our weekly Social Media Marketing digest and Marketing Day daily recap newsletters, with the latest articles from Marketing Land and Search Engine Land, as well as the day’s news sources all over the web.
Saturday, 1 July 2017
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PPC ? PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is click...
that seems to crop up a lot is on the whole “do follow vs no follow” and “what’s the difference between the two?” subject. I thought it ...
Concepts of Information Technology (IT) Concepts of Information Technology (IT) requires the candidate to have an understanding...
Understanding your website’s traffic is a fundamental step towards optimisation. When updating content, you must keep in mind who...