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Why do people even click on your ads? That’s the question you wonder as you watch your ad spend continue to rise, while your sales remain stagnant. Users click on your ad, check out your page and leave without making a purchase – never to return. You are Katy Perry’s left shark of advertising. So what do you do? You try redesigning your web page in an attempt to get visitors to convert.
It’s 2016. Take a step back and think about how far marketing for law firms has come in the past year. I am blown away that SAAS companies servicing virtual legal practices is a real, healthy industry. Five years ago, you would have been hard-pressed to find a functioning virtual legal practice. This post is about one issue that has been around since I first got into legal mar ...
TL:DR: It is important to write great mobile text ads because: To reach valuable mobile clicks on AdWords in this highly competitive channel you need your ads to have a high ad rank. Ad rank is a combination of your maximum cost per click bid and your quality score. Quality score is mainly your click through rate – and to get a great click through rate you need to have great mobile text ads.
You have probably heard talk about long tailed keywords in PPC – they are mentioned in all the major blogs from PPC Hero to Search Engine Journal. In fact, it feels like I can’t read or see anything without them being mentioned….long tailed keywords are basically the Kardashian’s of the search engine marketing world.
If you are reading this, you are probably on a mobile device right now. And I don’t blame you – mobile has completely taken over the world of Internet Marketing in 2016. You see mobile devices everywhere… in the hands of customer’s in line at Starbucks, in the bathroom and even where they are not supposed to be (I am looking at you lady driving a Blue Range Rover down State ...
In my latest guest post I discuss how to optimize for velocity. You need to be there when your customers contact your business and when you are not there for them…they go with your competitor. Think of how many times in your own life you have: Hung up the phone because it took too many rings to answer Left a store because the line was too long Left a restaurant because ...
In my latest guest post I discuss how to write high quality clickable ads, no matter what network you are on. While there are certainly differences and quirks in each network (facebook, Google, twitter, etc.) there are certain strategies and techniques which help you both align with the network as well as your potential customer’s online.
In my latest guest post I wrote about some strategies for how to optimize your PPC campaign for Cyber Monday. Cyber Monday takes place on November 30th and is when many online retailers have their most profitable day. In fact, last year Cyber Monday generated $40 billion dollars …..that is $40 billion dollars in one day.
A fundamental rule of pay per click is that you want your ad to match the user’s exact search as closely as possible. This close match informs Google, as well as the user, that yours is the ad to click on. As a bonus these closely matched ads have the highest click through rates. These high click through rates increase your quality score….. and this means a lower cost per click for you.
In my latest guest post I wrote about a problem that many Internet marketing deal with – receiving low quality, unqualified leads from PPC advertising. You can check it out on the PPC strategy blog PPC Hero. Overview: This post covers: Why so many unqualified leads come from PPC advertising Why you don’t want to get as many lea ...
Why don’t my potential customer’s remember my business – Have you ever thought that? Have you called potential customers after they filled out your form specifically asking for a follow up phone call only to be treated like a cold calling telemarketer? It seems as if no matter what you put in your ads, and no matter how great your offer is that for some reason your business is instantly forg.
Like anyone else, when we create PPC campaigns for our clients one of our first thoughts is: Who is the intended audience for this product or service? This particularly vital since we handle many clients in business verticals where the cost per click can be quite expensive (like lawyers) and there is little room for error or guesswork.
When you are new to creating PPC (pay per click) campaigns, the amount of options can be intimidating, overwhelming and frustrating. You probably read about the variety ad extensions, different keyword match types, the mountain of ad networks and more ad formats than you know what to do with. While each of these variables can be important to consider when crafting your PPC ...
A common problem Internet advertisers experience is what I call match deficit where they include a message in their ads that doesn’t match with something the user expects. This problem simply crushes conversion rates and leaves the advertiser basically just throwing money at Google/facebook without ever seeing a return on ad spend.
If you are spending your company’s money on paid search then you need to be serious about getting actual business results from it. PPC should produce the kind of business results that allows you to give your employees a raise, upgrade the office furniture and allow you to only feed your cat fancy feast.
If a potential customer looks at your PPC ad and can’t immediately understand out how it benefits them, then you have probably already lost them. There are too many other results on the search engine results page (SERP) and they won’t spend time investigating your ad and landing page when your competitor’s are letting them know exactly how clicking on their ad improves their lives.