Filed under: Search Engine Marketing
Today’s post was written by Josh Kinney, our Search Engine Marketing Manager.
If you search the web enough, you’ll notice Google implementing changes within its search results — and if you’re really lucky, you might just catch wind of an experimental change that could shed light on future permanent changes.
Last week I noticed something on Google Maps that stood out significantly. In the screenshot below you’ll notice a “place” appear on the map as usual, sans the usual red marker. This time, the marker is a bold purple color. This minor change took place only briefly. It was gone by my next search.
We can easily speculate that this difference in color is a new way to classify listings that appear on the map. For example, maybe Google is working on a legend to classify a local company versus a national chain with a local listing. Or perhaps Googlers are working on some other indicator that could be easily recognized by a color-code.
Of course, I can’t verify this. There’s nothing matching this on the web except an index of varying color markers that I found here. On the linked page, you’ll see a list of icons that can be used on maps, likely for the Google Maps API.
It’s understood that map icons can be changed in Google Adwords with location extensions. For instance, blue can be seen as the default marker with an Adwords ad that uses location extensions. But the purple marker is a bit of a Google phenomenon. I’ve personally never whitnessed a purple marker like this before.
Small blips like this make the job interesting for an SEO or online marketing firm. Nearly every day there are changes made or slowly being rolled out. Once you think you have it all figured out, Google will change their algorithms or throw something else into the mix. Just a couple months ago I first noticed signs of extended site links in organic results. These used to be simple links, but now include a mini description of the page, destination URL and full-sized link text. This feature, seen in the next screenshot, was initially something that popped up only periodically…now it’s a regular staple in the search results.
The moral of the story is, don’t get too comfortable in this industry. Adaptation will be one of the only constants.
Filed under: Search Engine Marketing
Yesterday, Google Adwords announced that they’ll soon be offering click-to-call ads on mobile devices like the Android and iPhone. These ads will display a business’s location-specific phone number in addition to the company’s site url, allowing mobile web users to click on the number and call the business directly. What does this mean for your Raleigh company, in regards to mobile web marketing?
With 1 in 5 Americans accessing the mobile web each day, it’s not like you needed another reason to start targeting your marketing toward smartphone users. But click-to-call ads are just that. Have you ever searched Google from an iPhone? If you have, you know that Google Adwords ads are even more prominent on the mobile web than on your desktop. Now imagine that your company’s ad is not only top of the search results on Google, but also features a way to call your Raleigh location with just a click.
Instead of clicking a link to your website to retrieve your phone number (and possibly getting distracted in the process), with click-to-call ads, mobile web users will soon be able to contact you with just one click. How much does it cost? That’s also good news: Adwords advertisers will be charged the same amount for a click on their phone number as they would be charged for a click to their website. Same price, better results.
While click-to-call ads will be a boon for plenty of businesses, think of the possibility for those dependent on local traffic. Scenario: Hungry shopper yens for a sandwich on her way home from the mall. Searches “Raleigh deli” on her iPhone. Several delis show up in search, but yours is at the top, prominently displayed with a phone number she can call with a click. Where do you think she’ll take her lunch business?
With experts predicting that the mobile web will overtake the desktop within 5 years, marketing for mobile devices has become more important than ever before. Google’s new click-to-call ads are only the beginning.
And here’s the shameless plug you’ve been waiting for: At Click Optimize, we can help you explore your options for marketing on the mobile web, whether that means creating a new version of your site designed specifically for mobile browsing, click-to-call ads or even an iPhone app. Our Raleigh marketing team is ready to start executing these strategies for you, so your company can blow away the competition on the mobile web.
Filed under: Search Engine Marketing
*This is a guest blog by our AdWords Guru Frank Andolina. Enjoy!*
Do you manage your own Pay Per Click campaigns using Adwords? It can be challenging to see the results you’d like to achieve. Here are some insider tips to help you increase your ROI.
1. Make sure to keep your keywords in small, manageable groups. Your Ad Groups should always be specific to one product, service or idea. If you own an online computer supply store, you wouldn’t want every keyword displaying just any ad. You should have an ad group for each product you sell to ensure that the searcher sees the ad most related to their search. You wouldn’t want a potential customer searching for a new router to trigger your ad that describes your printers.
2. Download AdWords Editor today! This is a great application to help handle bulk edits within your campaign. You don’t necessarily have to have a robust campaign to find value in AdWords Editor (it is free). It will cut campaign change times immensely.
3. Using AdWords without tracking website activity with Analytics could be very costly as you won’t know which keywords are truly converting for you. It’s like driving with your eyes closed. Maybe even more dangerous.
4. Use embedded match when appropriate. If you sell Barack Obama merchandise, you should set an embedded match on –[Barack Obama]. This way, your ad will appear for “Barack Obama merchandise” or “Barack Obama t-shirts”, but not the exact match, “Barack Obama”.
5. If you don’t have time to run your own PPC campaign, hire someone. Because we’re also down with PPC!
Posted on September 19th, 2011 by Hannah
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