In Search Engine Optimization, your keyword margin for error is very large. If you use a keyword in a way that just doesn’t seem to be working, you can adjust it and try again. You may even find yourself starting to rank for keywords you didn’t think about. Those are a bonus, and you can chalk them up to extra traffic and possible conversions. You’ll also want to reassess your keywords every now and then to make sure there aren’t new trends, technologies, products or ideas that weren’t popular when you first did your research.
Since organic optimization doesn’t attach a fee per keyword, you shouldn’t shy away from the high competition terms that you may not get. It doesn’t hurt to compete for those, and, it makes it easier to match up for long tail keywords. And when it comes to the users, it makes your site much cleaner, because instead of having headings like “Winnipeg Blue Bombers Hatsfor your baby”, you can stick with “Blue Bomber Hats” or the more specific but still high volume “Winnipeg Blue Bomber”. It’s important to adjust the depth of the keyword to the depth of the site, with your landing pages using broader keyword matching and leaving it to your categories to be more specific.
On the other side of the spectrum, the margin for error in PPC is small. Every time you make a mistake, it costs you money. Every time that you bid on a new keyword, it puts you in direct competition with other sites. You need to go over your keywords with a fine tooth comb, cutting out those that aren’t working, adding negatives, researching new trends, and always the cost per click in mind and the other on the Quality Score. You need to make sure you’re using themes to categorize your keywords, that your copy is performing as well as it possibly can, and that your tight ad group/keyword strategy extends to your landing page and the way keywords are used on it.
When you’re working on your online branding campaign, a portion of your time is well spent on working on your pay per click offering. It’s like writing ad copy for a commercial, as adwords are the results which you see often on the top of the organic results, or to the left of the page. Typically marked as ‘Sponsored Links’ so as not to confuse those who are looking for the organic, or natural listings in the center of the page.
The pay per click model of search listing and advertising has been gaining a growing number of clicks, especially with searchers actively seeking to purchase an item. While working hard to improve on page and off page otpimization to rank organically is great for the long term gains, you can experience short term growth with adwords (PPC) advertising.
Once you’re setup with your adwords account, you’ll begin to get emails from Google offering to assist you with your account. Sometimes they offer simple suggestions as to keyword optimization or increasing your daily budget, and sometimes straight up offer a helping hand at improving traffic. On the surface at the moment, it seems that the helping hand that can be offered is worth it, with increased traffic and lower over all cost. And if that were all that were important with the PPC model that would be great, but the number one metric of measurement still hasn’t been determined – conversion rate.
It’s a great point of pride to say that your website receives 1000 visitors per hour (example only), and that your adwords cost to drive those visitors is only a few cents. But if you’re only able to effectively complete your goal – sign up for a newsletter or email, purchase a product etc, a few times out of those thousand then you’re really not doing as well as it looks initially. Your conversion rate is the key metric that matters the most in a pay per click campaign, and while it seems that letting the Adwords associates do the heavy lifting for you is great on the surface, they really only serve the same purpose as a search engine optimization expert. Driving traffic is key to visibility online, but it’s up to you and your website to convert the visitor.
It’s simply another method which you can use to become a more trusted business online, but Googles AdWords advertisements are sometimes met with ire. With complaints of search privacy and too many advertisements, Google is about to roll out a feature which should help clean up your browsing in the near future.
The newest feature to begin rolling out, is one which directly, and indirectly affects your browsing. Ads which are displayed on Youtube have had a small [x] in the top corner which allows you to close the ad so you can continue watching your chosen video uninterrupted. This muting feature, is currently now on its way to all ads served on the AdWords display network. Display ads are visually driven ads, often pictures or a short gif, as opposed to the purely text ads you often find attached to search results on the Google results page. By allowing users to be able to mute ads, it’s allowing a few things. You’re telling the search engines that you’re not interested in seeing ads from that ad group any longer, and a link to an Ad Preferences page where you can tell Google the types of ads you don’t want to see. By using the ads preferences page you can tell Google exactly which types of ads you don’t mind seeing occasionaly on your browsing adventures, and which types you explicitly don’t want to see.
With the idea of being able to mute display ads, you’re also saving advertisers money, as they don’t have to pay for ads which are served to individuals who aren’t interested in them, and you don’t have to continually filter out advertisements in an ad group you don’t want to see. All in all it’s a solid step forward for both parties online, the advertisers and the consumers.