Increasing online advertising roi


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Topic: Increasing Online Advertising ROI

In this presentation by Stephen Watts, you'll learn:
1. How to lower costs on AdWords
2. How to increase revenue on AdSense
3. What REALLY is the role SEO plays in online advertising

Presenter: Stephen Watts

Stephen Watts is a website developer currently living in Birmingham. He graduated from Auburn before working as marketing manager for NutraGenetics, a Los Angeles based nutritional supplement company.

Stephen now focuses on creating and optimizing web marketing efforts through social media, SEO, A/B and multivariate testing, paid ads, and content marketing for his clients, which include national firms and locally-based Beltone Audiology, Pittman, Dutton & Hellums, P.C., Bassmaster, and others.

Here are some of the resources Stephen mentioned in the speech (and some he didn't) that folks may enjoy checking out:

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  • \n
  • Basic Google search. Paid ads vs Organic\n
  • Organic results receive around 90% of clicks, and paid ads receive around 10%. \nAdWords is a one-time fee based on clicks. \nOrganic rankings are a longer term solution\n
  • Click distribution, SEO vs Paid\n
  • Ad spending, SEO vs Paid\n
  • Google earnings and top keyword categories\n
  • When someone searches for something on Google, Google looks at the AdWords advertisers pool and determines whether there will be an auction. \n\nIf one or more advertiers are bidding on keywords that Google deems relevant to the search query, an auction is triggered. \n\nKeywords are not the same as search queries. Specific keywords ( such as “Pet Medicine”) may be entered into auctions for a wide rage of search queries (such as “medicine for dogs” or “pet supplies”), depending on your match type.\n
  • Advertisers identify keywords they want to bid on, how much they want to spend, and create groupings of these keywords that are paired with ads. \n\nGoogle then enters the keyword from your account it deems most relevant into the auction with the maximum bid you’ve specified as well as the associated ad. \n\nDo note that you can only have a single entry into any query auction from a particular AdWords account. This is Google’s attempt at keeping a single company from occupying all paid ad placement on a search result page.\n
  • Once you are entered into the auction, Google looks at two key factors to determine where your ad ranks: maximum bid and your quality score. \n\nThe Cost Per Click is the maximum bid you specify for your keyword.\n\nThe Quality Score is is a metric to determine how relevant and useful your ad is to the user . This higher your quality score, the better. Quality Score is calculated based on the following factors among others: your keyword’s past clickthrough rate, your display URL’s past click through rate, your account history (overall account CTR), the quality of your landing page (which is how relevant, transparent, and easy-to-navigate your page is), your keyword and ad relevance, Geographic performance (which is how successful your account has been in the regions your targeting), and your targeted devices (for instance, how well your ads have been performing on different types of devices like desktops, mobile devices, and tablets – you get different Quality Scores for different types of devices.)\n
  • Thus, an advertiser with a higher Quality Score and lower maximum bid can rank higher than a competitor with a larger budget. Focusing on your quality score can save you a tremendous amount of money that would otherwise be simply thrown away. In case you were wondering, You can check your Quality Score by looking at the Keywords tab within your Google AdWords account.\n
  • As an AdWords advertiser, you pay the minimum amount you can pay for the position you win if your ad is clicked on. Notice again how Advertiser 1 can pay less for a higher position due to its higher quality score.\n\nAdWords is a completely blind auction system, meaning it is impossible to know what your competitors are bidding.\n
  • Click to Call and specialized uses for AdWords\n
  • A/B and multivariate testing on ad copy, URL in the ad, devices, geographic targeting, and other ad options. \n
  • \n
  • Goal of SEO is basically to follow Google’s most recent guidelines and advice, while avoiding those tactics that Google discourages. \n
  • Factors determining SERP rankings\n
  • GoogleBot discriminating amongst sites\n
  • Link building, PageRank, PageRank flow, link juice, nofollows for sculpting and for external links\n
  • Nearly impossible to appear on the first page of Google for single, popular words such as “Insurance”. \nRanking on the first page of Google for the phrase “Media Perils Insurance” is easier than simply “Insurance” because there are fewer pages using these keywords. \nRanking for “Media Perils Insurance Concerns for Magazine Publishers” is much, much easier than the first two. \n\nLong-tail search terms have lower competition and higher conversion rates because they more closely match the search user’s needs and goals. \n
  • Most searches are for long strings of text rather than single popular keywords.\n
  • Zappos in Paid and Organic.\n\nCombining top organic ranking with top paid ranking is the best option according to a newly published Google study.\nGoogle states that 81% of Displayed Search Ads Have No Associated Organic Result\n
  • Local SEO vs Regular SEO\n
  • More important that a website itself for many businesses – customers call or visit actual location simply from viewing Local SEO without every visiting website. \n\nThis is first contact with customer.\n\nGoogle+ page for each location, encourage customer reviews, and use sites such as Yelp, TripAdvisor, or UrbanSpoon to assist. Always use identical phone numbers and addresses across the variety of web properties that list a local establishment.\n
  • Venice update localized organic results – divorce attorney in the US is this\n
  • “Divorce attorney “ searching from Las Vegas\n\nLocal landing page (for instance, FindLaw in this example has a landing page for Las Vegas despite not having a physical location there or anywhere else for that matter)\nOptimizing the Title tag for each location\nhaving a local link profile\nhaving unique localized content on each landing page\n
  • There is plenty more to say about the importance of SEO, but I’ll finish this subject on what to avoid. Black Hat is the term used for SEO work that violates Google policy. There is no end to the schemes developed to try to game the system, and using the wrong tactics can lead to penalties, reduced search result rankings, and even being banished from Google in extreme cases. Many of these tactics work in the short-term and they all fail over the long-term.\n\nAnytime you hire someone to help with SEO, be sure you know exactly to a T what they are going to be doing for you. As already mentioned, buying and selling links including paid directories is strictly prohibited. Many companies sell “article marketing” – this is a tactic that has been rendered nearly useless since Google’s Panda and Penguin updates, yet companies are paying thousands of dollars a month to pursue this tactic. The idea here is that lots of generally poor quality, and sometimes computer generated, articles are created and submitted to giant directories of similar articles with links back to your site. Do not fall for this, it does not work and is a huge waste of money. Link Wheels are a scheme where a few sites are setup that link circularly in the hopes of deceiving Google. This does not work and may get you penalized. Any quick fix and anything that seems too good to be true will not work. Anything that is sold on Fiverr or a similar website should be avoided. Anyone claiming to create thousands of links through blog comments or something similar should be avoided. \nLastly, and maybe most important, is any person or company claiming to guarantee a particular rank on Google should be avoided like the plague. It is impossible to guarantee results. It simply cannot be done. The best an SEO can do is help a site follow Google’s rules.\n
  • Danny Sheridan buys Twitter followers. This is bad.\n\nFacebook penalizes this practice through the use of EdgeRank. EdgeRank is the number of Facebook fans that are engaged with your content divided by the number of fans you have total. So, if you have 1 million fake, spammy fans that are not engaging with your content and a thousand actual fans, your EdgeRank is so incredibly low that even those who want to follow you never see the stories you post.\n\nNever make the number of twitter followers of facebook fans gained a metric for a social media consulting company because they are easy to fake.\n
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  • Increasing online advertising roi

    1. Increasing Online Advertising ROI Stephen Watts | July 2012
    2. Increasing Online Advertising ROI Where Do You Want To Be Featured?PaidOrganic
    3. Increasing Online Advertising ROI Organic vs Paid Search10% of Clicks90% of Clicks
    4. Increasing Online Advertising ROI
    5. Increasing Online Advertising ROI
    6. Increasing Online Advertising ROI AdWords: The Basics
    7. Increasing Online Advertising ROI AdWords: The Basics
    8. Increasing Online Advertising ROI AdWords: The Basics
    9. Increasing Online Advertising ROI AdWords: The Basics
    10. Increasing Online Advertising ROI AdWords: The Basics
    11. Increasing Online Advertising ROI AdWords: The Basics
    12. Increasing Online Advertising ROI AdWords: Click2Call
    13. Increasing Online Advertising ROI AdWords: Testing
    14. Increasing Online Advertising ROI Organic vs Paid Search10% of Clicks90% of Clicks
    15. Increasing Online Advertising ROI
    16. Increasing Online Advertising ROI SEO: Basic Strategies You have to dothese right, before you can do these right
    17. Increasing Online Advertising ROI
    18. Increasing Online Advertising ROI
    19. Increasing Online Advertising ROI
    20. Increasing Online Advertising ROI
    21. Increasing Online Advertising ROI
    22. Increasing Online Advertising ROI Regular SEO Local SEO
    23. Increasing Online Advertising ROI Local SEO
    24. Increasing Online Advertising ROI
    25. Increasing Online Advertising ROI
    26. Increasing Online Advertising ROISEO To Avoid Buying and Selling Links (Paid directories, etc.) (like the Article marketing (SPAM) plague) Link Wheels Quick fixes and too-good-to-be-true Comment Spam Fiver Anyone guaranteeing results
    27. Increasing Online Advertising ROI
    28. Increasing Online Advertising ROI Stephen Watts | July 2012