One of the great things about pay-per-click advertising over other forms of advertising is how quickly ads can be modified using measurement of results from split testing of ads. At campaign launch, split testing helps advertisers choose between different ad messages so they can utilize what works best. But a campaign needs continuous attention as the marketplace is constantly changing. Therefore ongoing split testing of ad copy could give you a distinct advantage.

Advertisers invest a lot of time into keyword research, landing page development, and budget forecasting just to have the ad copy snuff the fire. What went wrong? Why did the ads not appeal to and engage the market?

Advertisers need to remember that the copy that worked last month may not be what works best this month. Variations in ad copy could be as little as adding an exclamation point to one ad and using a period in another. That variation, regardless of scale, can make a big difference in setting you apart from your competitors. Ongoing split testing gives the best insight into what those changes should be.

Split testing can be done with little effort when using Google AdWords. An easy and almost completely passive way to split test across your campaigns is to place multiple ads into a single ad group and set the Ad Rotation Settings to "Rotate". This way all ads are served more evenly rather than the "Optimize" setting which will serve your best performing ad more often. With different ads showing the same number of times, you get an even comparison between ads to see what ad variation is doing well, and then make adjustments.

Modifying ads, however, does come with a small penalty. When ad copy is changed, Google AdWords treats the edited ad as if it was brand new. This means that the ad has no performance history, which negatively affects the Quality Score and position of the ad. In most cases the ads' Quality Score will bounce back because the adjustments will make the ad more engaging to your audience.

It is also good practice down the road to keep a control ad within each ad group to offset the negative affects of the dip in the Quality Score. This ad would usually be one that has performed well over time and, although not perfect, it will maintain that benchmark when you are optimizing other ad message points.

When it comes to measuring the results of your split testing and choosing the best possible copy, you will want to look at a couple different things. First, the Click Through Rate (CTR) will tell you which of the ads are grabbing the attention of your customers and enticing them into learning more. Secondly, the Conversion Rate will tell you if the ads are attracting qualified visitors.

Having the ideal set up doesn't matter when ad copy is ineffective. There are disadvantages of changing ad copy too often. But the positives of having honed and proven copy can pay big dividends. The trick is to have ad copy that does a better job appealing to your audience, while changing the messages in as few edits as possible along the way.

Labels: PPC Advertising

Why optimized images are important:

Search engines' spiders are blind. They cannot "see" the images you choose for your Web site. Search engines do not know what the images show or what words are used in images.

Thankfully, there are SEO practices that allow search engines to understand your images, without actually seeing them. When used correctly, images can boost the relevancy and aesthetic appeal of your page, as well as aid the visually impaired to understand your Web site.

As you may have noticed, and as we explained last month, Search Engine Result Pages (SERPS) are changing with more diverse selection of Web sources. Along with these changes, Image Search is a growing trend. Search Engines recognize the impact of visual search and are making these results a priority.

As images become more and more important on the search engines, it is critical your SEO strategy includes optimized images.

Tips for Optimizing Images:

• Use keyword rich Alt IMG tags. Alt IMG tags are used within the HTML code of a Web page, and describe an image. The description you add within the Alt IMG tag is the text that appears on screen when you hold your mouse over an image. As important as keywords are, it is important not to overuse these as well. As always, use keywords naturally, overuse will appear as spam to the search engines.
  
  
• Include descriptive keywords within the image file name instead of just leaving it whatever your camera or scanner saved it as. If it is a picture of one of your products, include the product name in the file name.
  
  
• Include content near the image that uses the same relevant keywords. Give the image a caption. You can be more descriptive with the caption than you were with the Alt IMG tag.
  
  
• Keep the file size of the image low. Make sure it doesn't take too long to load on your Web pages.
  
  
• A good rule of thumb to remember is to save files as JPEGs. It is the preferred file format for images on the Web.
  
  
• Make sure the images you're using are of a good quality. When shrunken to a thumbnail, they should still be easily recognizable.
  
  
• Don't restrict access to your images. Many Web sites add the image folders to the robots.txt file. This prevents your images from being indexed by search engines.
  
  
• Add your images to social image sites such as Flickr. You will be able to add keyword rich descriptions and tags to the images. Social sites like Flickr also allow you to create detailed profiles where you can add links to your Web site. You can go beyond the tagging of your images and become active on the sites. Join groups, discuss other images, be active in related communities. You can use these sites and your images to establish yourself as an industry leader.

Following these simple steps for optimizing the images on your Web site is an easy way to get your site optimized and on track, ready to enjoy higher search visibility.

Labels: Organic SEO

You've been in investing in SEO for years and you have finally achieved the organic search positions you have been reaching for. Your company has spent thousands of dollars, if not more, now don't blow it! More often than not, once search visibility is attained, companies will take steps that impair or completely sabotage their SEO success to that point. Don't make that mistake.

Web Site Redesign / CMS Change

The most common way companies sabotage their organic search positions is by redesigning their Web site or switching content management systems without consulting their search engine marketing firm first. Your Web site is your platform for maintaining and achieving higher search visibility. Why would you completely renovate it when you've invested so much time and money in getting it the search visibility you currently have?

Redesigning your Web site affects a wide variety of top factors in obtaining search visibility. Navigation, architecture, past efforts, the way the content is presented, file names, interlinking internally - and the list goes on. Altering any or all of these factors can cause devastating results if done so in a manner that hinders the search engines. Not to mention what happens if you do not properly transition the old site to the new. You can demolish your search visibility before the new Web site even gets out of the gate by not using proper redirecting tactics. Don't make that mistake. From the beginning of a Web site redesign discussion, contact your search marketing agency and get them involved with the process. Read more about handling a redesign in 10 Issues to Consider When Reviewing / Designing Your Web Site.

No Changes Allowed!

Another common way companies sabotage their SEO investment goes hand in hand with the old wise tale that SEO is magic. Unfortunately, SEO agencies can't wave a magic wand and make search visibility appear. In order to achieve higher search visibility, there is a good chance some changes will need to occur on your Web site. It could be one or more of the following, depending on how well optimized your Web site is when the SEO agency begins: adding page specific meta-tags, optimizing content, adding content, navigational revisions, or complete architecture change. Your SEO firm will tell you what needs to be done, however unless the changes are made, do not demand results.

Attempt SEO on Your Own

Search engine optimization information is on the web everywhere. The trick is knowing what information is correct and up to date. There used to be a time where you could spam your meta-tags, join link farms, set up a hundred domains, etc. and achieve high search positions. However, that is not the case anymore. Some of the outdated SEO tactics, such as hidden content, can end up penalizing your Web site.

Before you attempt to make optimization changes on your Web site, check in with your Search Marketing agency. They will be able to guide you on whether or not to utilize this tactic and if so, help you implement correctly.

SEO is Web Development, Not Marketing

The other most common mistake that can be detrimental to your online search visibility is the mindset that SEO is a behind the scenes and a technical Web development issue. Search engine optimization is much more than adding meta-tags and putting some keywords into content. Those days are long gone. Yes, technical areas of the Web site may need adjusting, however search marketing strategies need to be intertwined within your entire marketing program. Marketing efforts offline need to be coordinated with your online efforts. The more search engine marketing is included within the companies overall Marketing plan, the more successful you will be.

So, next time you want to make some changes to your Web site or are discussing your new Marketing budget / plans, remember to connect with your search marketing agency. You don't want your competitors to take over because of a simple step you could have avoided.

Labels: Organic SEO