Paid Search Archives - Modern Marketing Partners

14th of June, 2018
In: Email Marketing, Inbound Marketing, Marketing Best Practices, Paid Search, Social Media
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Inbound Marketing Primer image

The term “inbound marketing” originated on Hubspot years ago, but it’s still critical for marketers today. You earn the customer or consumer’s interest, often in a more targeted way, rather than blasting it to the masses via traditional marketing. 4 Phases in the Buying Process There are 4 phases in the a typical buying process: (1) attract, (2) convert, (3) close, (4) delight. The first step involves attracting strangers to your website, turning them into visitors. Then, in turn, interested visitors are turned into leads. You then attempt to close those leads, turning them into customers. Keep customers happy, and they’ll promote for you. Image Source: https://www.hubspot.com/inbound-marketing Step 1: Attract The best ways to attract new visitors include: blogging, SEO, ...

Tactics to Keep Your Paid Search Campaign Going Strong image

Let’s take a few minutes and have quick refresher lesson on paid advertisement. Many organizations, probably including you, are using paid search, also known as pay per click (PPC), to get visitors to click through to your site vs. just finding you through SEO. In fact, PPC can be a powerful search strategy while you are in the process of building your organic search. Today, Google AdWord display advertisements typically appear at the top and bottom of a search engine result page (SERP). This was not the case a year or so ago when they also appeared on the right-hand side of a SERP as well. The ads were more distinguishable then from organic results too, but things are always ...

Google Dropping the Hammer on Unscrupulous Partners image

Do you ever get a call from a friendly robot who claims to be either “from Google” or “working with Google”? Have you ever had someone guarantee you page one SEO placement because they were a Google Partner? Have you ever had an agency that promises preferential ad placement because of their relationship with Google? These people are the scourge of the agency community, and Google is cracking down—hard.

Google AdWords Customer Match Targeting image

One of our favorite new AdWords features from 2015 was Customer Match. In short, Customer Match gives advertisers the ability to upload email lists (ex: an existing customer list or a prospect list) and target them in search, YouTube, and Gmail. Email addresses will be matched to signed-in users on Google. If you have created custom audiences on Facebook or tailored audiences on Twitter this feature will be familiar to you. Does your business provide a product or service that requires repeat customer purchases? One example of a great use for Customer Match is to upsell your existing customers. That is just one example of how you can leverage this powerful new feature. Similar to remarketing, you can even exclude your uploaded list. ...

A Guide to Google AdWords Remarketing image

Google AdWords remarketing, which is conducted through the Google Display network, is a powerful paid search strategy that allows you to target and reach people who have previously visited your website by showing them ads across the web. In this blog we will share what standard remarketing is and its benefits, some segmentation strategies, some important tips, and more! AdWords Remarketing Basics In the graphic below, we share a basic explanation of remarketing: It is worth noting that there are four different types of ads available: static image, animated image, video, or text ads. The Benefits of Using AdWords Remarketing Consider that only 2% of website traffic converts on their first visit. Remarketing can help you win back the 98% ...

AdWords News: Upgraded URLs & Dynamic Structured Snippets image

AdWords Upgraded URLs and Dynamic Structured Snippets

Google AdWords has recently announced two great new features that you can start using immediately: upgraded URLs and dynamic structured snippets. AdWords Upgraded URLs Last week Google announced what they are calling “upgraded URLs” for advertisers. Unlike destination URLs, the landing page URL and the tracking parameters for the the destination URL will be treated separately. This is great news for advertisers who historically may have been hesitant to update their Destination URLs because it sent ads into editorial review, so they would stop running during this time and information tied to the old URL was lost. How to Use Upgraded URLs 1. Define your landing page in the new “Final URL” field. Note: Final URLs should match the domain of ...

Google AdWords Announces Call-Only Campaigns image

According to Google, around 70% of mobile searches call a business directly from search results, prompting the launch of Call-Only AdWords campaigns. Call-Only campaigns are perfect for businesses looking to drive phone calls and not necessarily website traffic. They also provide a unique opportunity for advertisers that do not have a mobile-optimized website. Phone numbers will be prominently displayed in the ad headline and a Call button will also be visible. Users who click on either will see the standard prompt on their smart phone to confirm the call. While the display URL appears, it will not link to the website, and instead lets users know who they are calling. Check out an example of a Call-Only ad below: Call-Only Campaigns Optimized For ...

1st of November, 2013
In: Paid Search, Search Engine Optimization (SEO)
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2 Simple Steps for Using Paid Search to Improve your SEO image

The beauty of paid search, or PPC (i.e. Google AdWords) is that when developing a list of keywords for your campaigns, it forces you to rack your brain & use keyword tools to find everything and anything relevant that could potentially pull your ad up in search. If you’re setting your campaign up correctly, you develop massive lists of keywords based on keyword research tools (i.e. Google Keyword Planner), put related keywords into different ad groups, and each ad group has a different and unique landing page. And without even realizing it, you are actually on your way to developing a deep SEO strategy. See how below. By optimizing PPC campaigns, you are able to: 1.) Optimize your on-page content ...

Google AdWords Certification Program, now free! image

Google announced a big update for advertisers this week via email. Starting Monday, September 30th, Google will begin replacing their Google Certification Program with Google Partners, which according to Google, will include improvements that make it easier and more meaningful to get certified in Google advertising solutions like AdWords. How this will affect certified professionals • Beginning September 30, 2013, access to your GCP account will be read-only. • You’ll need a Google Partners account to take exams and get certified. • Taking exams and getting certified will be free. (Currently $50 USD per exam) • Your GCP exam history and AdWords certification status will transfer to Partners when you join using the same Google account. • Certifications earned through ...

8th of May, 2013
In: Advertising, Infographic, Marketing Strategies, Paid Search
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Native Ads vs. Banner Ads image

You are more likely to die in a plane crash or win the lottery than click on a banner ad. You may have heard these statistics being discussed around the web, see more here. So, is native advertising any more effective? Lately there has been a lot of excitement surrounding native advertising. Below we will explore the effectiveness of native advertising beginning with the difference between native and banner ads, followed by an infographic that details the effectiveness of each, and an example of a controversial native advertisement from The Atlantic! What is Native Advertising? Native advertising uses text, photo, or video ads and integrates directly within content that is being viewed online, as opposed to banner ads which are ...

3rd of April, 2013
In: Marketing Best Practices, Marketing Strategies, Paid Search
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Paid Search – Advanced Techniques image

In our three-part Paid Search Series, we have shared a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. Part one covered some the basics of PPC including keywords, placements, and rankings. Part two detailed the differences between paid and organic search. In our final post, we will be discussing more advanced techniques, including 3 critical components of starting a new campaign: choosing a campaign type, keyword match types, and bids and budgets. Choosing the Right Campaign Type The first consideration in any Adwords campaign is to choose the campaign type, which ultimately decides which types of ads you design and where they are seen. When choosing your campaign type, ...

13th of March, 2013
In: Paid Search, Search Engine Optimization (SEO)
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Paid Search vs. Organic Search image

Organic search results, also known as natural search results, are based on the relevance to the search terms of the user. High rankings are achieved through free search engine optimization techniques, as opposed to paid search, or PPC. As mentioned in our last blog post, Paid Search – PPC Basics, paid search or PPC refers to when advertisers pay for click-throughs to their website. But how do paid search and organic search compare? This post, part two in our Paid Search Series, will detail differences between paid and organic search results. Paid vs. Organic Search Results The location of each type of result varies. Paid results are typically shown at the top of the Search Engine Results Page (SERP) and ...

Paid Search – PPC Basics image

With over 100 billion global searches being conducted each month and 75% of search engine users never scrolling past the first page of search results, the search war is heating up (SEJ)! How can you leverage search to drive traffic to your website? In our three-part Paid Search Series, we will share a variety of tips for winning the search war, including details on both paid search, or PPC, and organic search. This post will detail basics including what paid search is along with the benefits, keywords and placements, and how your ad is ranked in search results. Part two will provide a comparison of paid and organic search, and part three will share some advanced paid search techniques. What ...

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