Best AdWords Advice that will help your PPC campaigns

There are lot of blogs giving you different advice on running your Google AdWords campaigns so I will try to give you as best knowledge possible in a shortest time possible.

This easy to use AdWords guide is written assuming you are a novice who have little to no experience at PPC (Pay Per Click) or creating Google AdWords campaigns, therefore I will try to touch upon basic fundamentals as well as some advanced knowledge that will help your campaigns and take your PPC results to great ROI.

I will not go into minute details here but give you the gist of everything and you will be able to expand that knowledge yourself by reading online and testing your campaigns.

1- Divide
Divide your campaigns and adgroupsto as much detail as possible. E.g. if you are selling women sneakers then divide your ad groups by different colours and style.

If you are selling to different countries or different cities then keep all the countries separate so you can clearly see the Avg. CPC you are paying for each country or city.

2- Concentrate
Concentrate on making your Ad copy, landing page and keywords as relevant as possible.

3- Measure
If you are not measuring then you are losing. Make sure that you have conversion tracking enabled so you can clearly see whether a click resulted into a conversion. This way you can also measure your CPA (Cost per Acquisition) and Google AdWords can bid on your ads based on CPA you want to pay for each conversion.

4- DKI
This is an advanced part of Google AdWords. DKI stands for Dynamic Keyword Insertion. What it does is that it makes Google AdWords to create Adcopies itself by inserting in your adcopy the keyword that user is searching for and the keyword that you have added in your ad groups.

DKI code looks like this
{KeyWord:Buy Chocolate Online}

What AdWords will do now is that whenever somebody searches for Keyword that are not in your Keywords list it will show “Buy Chocolate Online” in your Ad copy but if the keyword exists in your adgroup such as “Buy Milk Chocolate” then it will replace the text “Buy Chocolate Online” with “Buy Milk Chocolate”.

Use this feature carefully as any mistake can result in ads running with typos.

5- Quality Score
This goes back to the concentration part, if your ad copy, keywords and landing page is relevant then you will get high quality score. Ads with high quality score get to paid lower CPC then those with lower quality scores.

6- Negative keywords
This is a very important part for your search campaigns. You need to exclude any keywords that could trigger your ad to show to those people who is not your relevant audience. E.g. If you are selling a paid service then you can add “free” keyword to your negative list.

7- Landing page optimization
Don’t forget to optimize your landing page to increase conversion rate. E.g. Things such as putting a form on your landing page, adding useful product and service information can result in more sales and inquiries.

8- Ad Extensions
There are two type of Ad Extensions. First is Automatic and second is Manual.

Many novice users don’t use this feature but you must use features offered by manual ad extensions such as site links, call out, Calls Apps and Locations.

Automatic extensions are pulled automatically by AdWords, it includes Consumer ratings, previous visits, Seller ratings and Dynamic sitelink extensions

9- Frequency Capping
This feature is a must to use if your are running ads on display network. Frequency capping makes sure that you are not showing same ad to the same user more one time. You decide how many times you want same ad shown to the same user.

Android VS iOS – Which one is better?

Technology of today’s decade is no match for the decades before it. Especially in the case of operating systems on mobile phones. We started with small sized phones with no touchscreens and a handful of apps and services. These phones got the work done but were they enough?

Today, the phones are known as smart phones and well, they are smart enough. These phones run on Android, iOS or some lesser known operating systems. The phones are powerhouses equipped with all the apps and services that you’d find on your laptop or a library, a decade back.

But there is little to say about the phones themselves and how they get glamorous each passing year, but more to say about the operating system that they run on. Android and ios have had a long term rivalry, with each trying to be better than the other.

Google’s Android is currently considered as the worlds most used operating system on mobiles. The key reasons why android leads the market is because of it customizability. Unlike Apple’s iOS, android gives you the option to customize your screen and control your apps however you want. You can install different widgets on the home screen or install third party apps which you wouldn’t be able to do on ios. Also who wouldn’t prefer an operating system they have full control over rather than an operating system (iOS) that is like the “cell wall” of a plant cell where users have no control over the software interface.

Not only this but a lot of handset manufacturers use android, and each of these manufacturers have tweaked the original android according to their need hence giving you a variety of android run phones to choose from.
Android running phones are usually cheaper than there ios counterparts but one can’t expect the same level of design or quality.

Apple’s iOS may not be that open for users in tweaking their software interface but Apple provides a better reason in buying their products, the privacy and security that comes with using their operating system. US department of homeland security reported that in 2013 about 0.7 percent of malware threats were targeted towards ios. This may be because of the fact that android has more users thus being the easy target. Also Apple users are better compared to those of android’s because of doing timely update of their software hence being safer against any malware threats.

Another reason for choosing iOS over Android would be how user friendly it is. This is because Apple makes both the hardware and the software hence making a seamless and polished connection between both which android isn’t able to achieve because their hardware and software is made by separate groups.

I think when it comes to Android or iOS and which one to go for it usually ends up at what the user is looking for.

If the user wants a cheap phone with customizability and full control over the functionality of the phone, they should go for a phone running android. If a user is looking for aesthetics, top quality design and security they should definitely go for products running iOS.

Self-referral issue Google Analytics. Seeing own website in source/referrals

If, in your Analytics, under source/medium and referral you are seeing your own website then it means you have a self-referral problem. Can it ever happen that visitor to your website came to your website through your website? Of course, not. It means Google Analytics is attributing the source/medium or referral to a wrong website. If you are spending money on ads or doing SEO, the increase in traffic will not be attributed to the correct source so you won’t be able to figure out which is the best source to spend money at because Google Analytics is providing the wrong information.

Self-referral means information is incorrectly reported in your Google Analytics and your session count is also inaccurate.

In this article we will figure out what causes self-referral issues and how you can fix them.

These are the common causes of self-referral issues

Untagged landing pages:

If any of your page have the tracking code missing then Analytics will assume that it is the page that generated the traffic and it will show it as a referral inside statistics.

When a user visits your website whether through Google Search, Coming directly by putting URL in the address bar on the browser, or any other website the Analytics tracking code at the referring page to understand how to attribute the traffic source of that user.

Let’s assume your home page is not tagged with the Analytics code, user starts journey on your website through a Google search. To Analytics, it appears the first hit in the session is coming through your page instead of Google search thus you get self-referral.

Improper Cookie domain configuration

By default the cookie domain configuration is set to Auto if you change the settings you need to understand what you are doing otherwise this can cause self-referral issue.

Improper Cross-domain tracking

If you setup cross-domain tracking wrongly then you can also get self-referral issues.

How to fix self-referral issue

Step 1 – To fix this issue is simple, make sure all of your pages have the Google Analytics code inserted; if any of the page have the code missing, you will get the self-referral.

Step 2 – Add your website to referral exclusion list. You can find it in Admin > Property > Tracking Info > Referral Exclusion List. Enter your domain name to the list and this should do it to stop getting self referrals.

What are SEO backlinks and how to increase them

If you are an SEO, you would already know about backlinks. If you are not an SEO and come from the background of conventional marketing or you just heard the word ‘backlink’ in one of the meetings or presentations and is curious to know what is a backlink then you’ve come to the right place. In this post I will help you to understand what are backlinks and how to increase them briefly.

Backlink is the hyperlink that points to your website. An example of backlinks is this “Example“.

In other words, backlink can be defined as an “incoming link pointing to your page”. For example your website is called ABC which is located at address “http://abc.com” and you sell sports equipment. The website XYZ that is located at http://xyz.com which is a blog on sports liked something on your website and decided to link to that page. The page that xyz.com wants to link is located at http://abc.com/football. To do this xyz.com will create a link on it’s page that points to http://abc.com/football.

This is how the link is created in HTML

<a href="http://abc.com/football">Football</a>
Backlinks is used by search engines algorithm as a metric to show the best results to the searchers. Website with most backlinks will rank higher in the search results on Google and Bing, but it is important that your backlinks are coming from the relevant websites. If you try to exploit this tactic by producing backlinks to your website from irrelevant websites that it could have an adverse affect on your search rankings.

Below is some common knowledge about backlinks that you should know:

Nofollow backlinks:

In the eyes of search engine, these backlinks do not create any value so the SEO value is not passed on to the links that it points to. No follow is an attribute tag that is added to the HTML. See below example.
<a href="http://abc.com/football" rel="nofollow">Football</a>

You just have to add (rel=”nofollow”) to your link to tell the search engine that this link is nofollowed.

Do follow backlinks

By default all the links are counted as dofollow links unless you add rel=nofollow tag to them, then they become nofollowed otherwise it’s a dofollow link. Dofollow links means that it passes the value to the page that it is linking.

Link Juice

It is a terminology that means the SEO value that is contained in each link that. Nofollowed links does not pass the link juice or SEO value to the website it is linking.

Some best ways to increase backlinks are:

Write articles on HubSpot and Squidoo or other websites like this and create a hyperlink containing your Keywords in Anchor Text.

Search engines can crawl PDF and PPT files therefore it is a good practice to Create PDFs and PPT files containing your hyperlinks with keywords and submit it to slideshare.net or other websites like this.

Submit your website to web directories. There are countless free and paid directories that you can use in this regard.

Social bookmark your website or web page on Reddit, Stumble Upon and other websites like this.

Promote your website on social media websites like Facebook, Twitter, YouTube and Pinterest. Social engagement is now one of the factor that helps in ranking your website well.

SEO How it works?

Search engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they’ve determined are the most relevant.

Three major functions of search engines are i) Crawling ii) Building an Index iii) Providing relevant results to searcher

Crawling and Indexing are the first two major functions of the Search Engine Result process.
Search Engines have spiders that crawl your website and put that information (titles, headings, body text etc) that is collected in its index to build a best list of results by ranks.

Search Engines have algorithm that it uses to calculate which are the best results to show to it’s users. Showing results to users is the third function of the search engines. Humming Bird, Penguin and Panda are some of the well-known Algorithms that are used by Google. In other posts written on this blog, you can find more information related to these Algorithms.

How to write SEO Friendly content

Writing SEO Friendly content is easy if your foundation is established properly. It all starts from keyword research. If your keyword research game is on point then you can write really great SEO optimized or search engine friendly content. Do good and thorough keyword research if you want to write SEO friendly content.

Your content must have 3% to 5% of keyword frequency ratio, meaning that if you wrote 100 words in your piece of content then 3 or 5 of those words must be your keywords.

Make sense to user as well as search engine. Do not write content that looks shady or spammy, instead write content that is made for the reader as well as for the search engine. This needs practice and takes some time but once you get started you can get a gist of it no time. Writing SEO Friendly content is a fun and learning experience.

How to create SEO Friendly website

Creating SEO Friendly website is an easy task unless you are using the wrong methodology, CMS and approach. SEO can be implemented as easily in the static website as it is in the dynamic website. Unless you have a huge website then you must be using some dynamic solution like a CMS like WordPress.

Website Structure:
Your website structure should be table less and using latest HTML and CSS. Tables were used in old days but now it is all table less. You can run your website through website speed tool to check if your website is fast enough for search engine to give priority.

Mobile Friendly:
You can run your website through a tool that Google provided to check whether your website is mobile friendly or not. Having a Mobile Friendly is one of the biggest factors nowadays if you want your website to rank well.

Keyword Research:
SEO starts with Keyword Research. If your keyword research is good then you will able to build a good foundation. Do good and thorough keyword research and breakdown your keywords in primary and secondary list, with primary list containing main keywords and secondary list containing long-tail keywords like 3 phrases or more than that.

Headings:
Your headings game should be on point. Don’t forget to use keywords in your headings.

Meta tags:
Meta tags include meta description and meta keywords. Add your keywords into the meta description and meta keywords field.

Body Text:
Increase keyword usage frequency in your Body text. Make your sure you answer to the user’s question and use atleast 3 to 5% of keywords in your article. If you have written 100 words then 3 or 5 of the must be your keywords.

Optimize images:
Images are a good source of getting additional traffic so don’t forget to optimize your image’s alt text and description.

SEO Description Best Practices

The best way to create SEO optimized description is this. First of all, your description shouldn’t be more than 160 characters. You can fit up to 5 keywords in your description. The best trick that stands out from the rest is to start your description from the main keyword e.g. if your keyword is Pet Food your description should start like “Pet Food now available online” and so on and so forth. Another important thing to write an effective meta description is to understand that your meta description or SEO description is a CTA (Call to action) also. So, it is vitally important that you include your contact or some actionable information that triggers user to click your link and buy your product or submit inquiry.

SEO Benefits and why is SEO important?

In order to make your website successful you need traffic. There are lot of ways to get traffic like Internet Advertising, Email marketing and Social media but what makes SEO the best and important solution is because most people search Google when they want to buy something or they are looking for something, search is the beginning step and if you can get the user at that point then it becomes an important business decision for your venture to be successful. SEO is an organic method because unlike PPC/SEM you are not paying money to the search engine or advertising company because SEO is free, atleast theoretically.