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How to Create Lead Conversions

September 21st, 2015

Inbound marketing is a relatively new term in the marketing community and marketers are still fine-tuning their systems to fully use it to their advantage. The most essential element of the inbound marketing toolkit is the lead conversion process.

The conversion process is the bread and butter of any inbound marketing program. Without a seamless and fully-integrated conversion process you are basically wasting your time and money on efforts that will never convert into revenue. So it is essential that you take the time to convert those leads that you work so hard to bring to your landing pages. Once you get them to the web page that you want them on, this brings them to the conversion process so you can capture those lead conversions.

There are various methods you can utilize to bring your prospects to your desired landing pages prior to getting them to complete the conversion. You will want to subscribe to this blog as I will go in depth on each marketing channel in the weeks to come. For now, let’s make sure you understand how to complete the conversion process so you can capture those leads when they visit your landing page!

  1. Create an offer that is relevant to your contacts. Pay attention to where your contacts are in the funnel. Are they cold contacts? Then an eBook would be good to gain interest. Are they a current customer that you are trying to upsell? A relevant checklist would be good. Have they already showed interest in your product offerings? Offer them a demo or a coupon for enrollment!
  2. Host that offer on a thank you page and/or with a follow-up email. You must deliver the promised content once they submit their information to you. You can host your content on a thank you page or deliver it in a follow-up email. You could also deliver the content upon conversion by including a content link in the associated form in step 3.
  3. Create the landing page with an integrated form. There are many programs that you can create a landing page with, but the most important part is to integrate a form with the landing page that will capture those submissions! This submission form will direct the contact to the content whether it is hosted on a thank you page, delivered automatically through a content link, or delivered in an automated email.
  4. Then you will want to segment your acquired lead lists for email marketing purposes!

Now that you have completed and refined your conversion process you are ready to begin driving traffic to your website to generate those leads you worked so hard to convert. Webrageous can help you maximize campaign performance and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stay continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can grow your PPC advertising efforts successfully.

Should Ecommerce Merchants Opt for Shopping Ads Over Text Ads?

September 21st, 2015

While many companies use online advertising to promote products and increase sales, ecommerce merchants have the advantage of being able to sell directly to consumers online, adding another dimension to their digital advertising goals. If you’re an ecommerce merchant placing PPC ads via Google Adwords, you might not be taking full advantage of your digital advertising options. If you haven’t considered incorporating shopping ads (PLA) into your Adwords PPC campaigns, it’s time to reconsider your online advertising strategy.

Understanding the Ecommerce PPC Landscape

The two main digital advertising spaces that ecommerce merchants should be concerned with are text ads and shopping ads. You can manage both from your Google Adwords account, but they serve different purposes and are different in some key ways.

Text Ads – Text ads are the conventional text-only PPC ads you see with search marketing advertising campaigns. They include a link to your website or landing page, a few lines of copy, and perhaps a few other perks in the case of mobile ads. Text ads give you more precise, granular control over when your ads show up, but for many industries they can be highly competitive, and they don’t always stand out well in the sea of text people see in their search results.


Shopping Ads – Shopping Ads, also known as product listing ads (PLA), are a type of ad tailored towards online merchants. They include a product image and are driven by products and product categories, rather than keywords. For serious online merchants, this one of the best means of getting your products in front of people who are looking to buy them.

Text ads vs Shopping Ads Search


Do Shopping Ads or Text Ads Perform Better?

To get a better sense of how each type of ad performs, we pulled the numbers from one of our long-running campaigns for a client in the ecommerce space. The results are a fairly good representation of how most similarly structured campaigns perform. We found that the CTR was better for text ads, most likely because text ads give advertisers greater control over the keyword matching, so they were more likely to be a good fit with the search terms used by consumers. However, our client saw better conversion rate, conversion cost, and CPC with Shopping Ads compared to text search ads. The bottom line is that shopping ads perform very well for ecommerce.

These results line up with the digital marketing activities of some of the biggest online retailers. Walmart puts over 70% of their digital ad spend into PLAs, and companies like Best Buy, Staples and follow suit with PLA-heavy online advertising budgets. The question is, why are these shopping ads performing so much better than text-based PPC campaigns?

Why Shopping Ads Click for Ecommerce Ad Campaigns


1. Better Brand Recognition with PLA

Shopping ads win out when it comes to leveraging brand name searches. A recent case study for Heal’s furniture showed the benefits of leveraging your branding to get conversions. Heal’s, a well-established furniture brand, spent years sinking their digital ad spend into text ad campaigns that weren’t converting. Heal’s study showed that conversion rates for brand related searches are as much as 26% higher for shopping ads than for text ads. By focusing their advertising efforts on product listing ads, Heal’s was able to leverage their brand name to drive more sales. For merchants looking to leverage branded products to increase sales, PLA is a better option.

2. Spread Your Ad Spend Across the Buying Cycle

As purchasing decisions get more complex and expensive, consumers tend to spend more time researching and reviewing their options before making a decision. Oftentimes text ads land in front of searchers who are still in the early stages of the buying cycle, and who may not be ready to make a purchase yet. Since the people who are served PLAs tend to already be looking to purchase items, rather than just researching them and looking for information, they are a better bet when it comes to actually making a purchase.

3. A Picture’s Worth…

The benefit of the more visually appealing shopping ad format shouldn’t be underestimated. Studies show that people are 40% more likely to engage with visual content than text-only content, leading to a higher conversion rate for visually appealing ads. Another downside of text ads for ecommerce is that merchants have limited character space to describe their product. By providing shoppers with an eye-catching photo of your product, you can boost your descriptive power and compensate for having minimal text space.

Getting the Best Results from Your Ecommerce Ad Campaigns

Don’t start canceling your text ad campaigns quite yet. They’re a powerful, flexible way to reach buyers and still perform well when managed correctly. While many successful retailers are turning to shopping ads,, another huge online retailer, puts all their stock in text ads. Text ads are still a high-performing way to reach customers. Furthermore, if you move a very low volume each month, shopping ads aren’t always a great fit.

Text Ads vs Shopping Ads

However, for many ecommerce merchants, the importance of diversifying your PPC spend with shopping ads can’t be understated. Product listing ads provide a straightforward way for merchants to reach customers, and they can give your ad campaigns a big performance boost. Many large retailers have some level of a mix between the two form of ads in order to take advantage of both spaces.

The strongest solution for a healthy ecommerce PPC strategy is to employ a mix of shopping ads and text ads. Text ads give you more control over your audience, while shopping ads help you hone in on searchers who are ready to make a purchase. Balancing your advertising efforts between the two advertising methods can help you maximize your PPC results. By playing around with your ad spend for both PLA and text-based ads, you can find the right mix of each ad type to get the best overall returns for your advertising dollar.

Building Shopping Ads into Your PPC Strategy with Webrageous

Webrageous has extensive experience managing both PLA shopping and text ad campaigns for clients in a number of industries. If you’re interested in exploring product listing advertising options, we can help you determine whether shopping ads are a good fit for your company, and how you can incorporate them into your existing web advertising campaigns. With Webrageous you can find the right balance between shopping ads and text ads to make sure that your ecommerce business can stay competitive in the digital advertising market. Contact us today to see what our expertise can bring to your PPC campaigns.


Why Running Broad Keywords on Bing Ads is a Bad Idea

September 14th, 2015

For many advertisers, their PPC efforts begin and end with Google AdWords. But as the most popular search advertising platform, AdWords can end up being costly and time-consuming, especially in competitive markets like the legal and insurance industries. With up to 20% of U.S. search traffic coming from Bing Search, savvy marketers know that diversifying your PPC campaigns to serve ads on different browsers other than Google can help you reach an untapped segment of the market.

Running search ads with Bing Ads isn’t just a matter of recreating your Google AdWords strategy on a different platform, but many advertisers make the mistake of treating the platforms as interchangeable. By gaining a better understanding of how Bing Ads differs from Google AdWords when it comes keyword matching, you can help compensate for some of Bing’s shortcomings and improve your Bing campaigns.

Keyword Matching 101: Know Your Type

Let’s back up and review the different keyword matching types available on both Google and Bing’s PPC platforms. Knowing how the various keyword matching options work and how you can best use them is an important step in developing a comprehensive PPC strategy.

  • Broad Match: Broad match allows you to show ads to the widest group of searchers; when you use broad match, your ads can show up anytime someone searches that keyword, regardless of phrasing of his search. Casting a wide net can be a powerful tool, but it can also backfire by serving your ads to people who aren’t really interested.
  • Broad Match Modifier: True to its name, broad match modifier is a slightly more precise version of broad match. It serves your ads for people who searched for a close, but not necessarily exact, match to your keywords. This could mean matching “run” to “running” and “runners.” Broad match modifiers give users the benefit of the scope of broad keywords, but can also help to eliminate some of the inaccurate matches.
  • Exact Match: In the cast of exact match, the search query must exactly match of your keyword phrase, which is great when you’re targeting long-tail keywords and honing in on very specific keywords. However, because there are usually many variations on how people search for products and services, relying too heavily on exact match can prevent your ads from showing up when they should.
  • Phrase Match: As with exact match, phrase match requires your exact keyword to appear in the search query, but will also show up for searches that include your keyword with words before or after it. For example, your keyword “children’s books” would match with “buy children’s books” and “children’s books for sale” but not “children’s science books.”
  • Negative Match: Negative match prevents your ads from showing up when people search certain keywords. It’s commonly used to help hone search results by telling the ad platform know when it shouldn’t show your ads.  

The Downside of Broad Keywords

Broad keyword matching is the default keyword match type, and the type that reaches the largest, most diverse audience. This method of keyword matching allows you to reach a wide audience regardless of the exact phrase they use in their search, which lets you save time building lengthy keyword lists and trying to figure out how people might try to find your business. For instance, your keyword “dog food” won’t just get you results for people who search “dog food,” but also “puppy food” and “dog kibble.” However, you can also get inappropriate airtime for your ads — “dog sitting” and “Italian food” could also potentially come up when you use broad match keywords.

Fortunately for Google AdWords users, Google has a solution. When you run broad keyword matches, Google’s algorithm is smart enough to recognize when search query and ad combinations are a bad fit, then refines where your ads show up accordingly. Eventually, AdWords can stop those bad matches before they occur, so your ads are less likely to be served to people who were searching for something else entirely. It’s not 100% accurate, but, in general you can trust the broad keywords match tool on Google to still provide you with a lot of relevant matches.

Why Broad Keyword Match on Bing Ads Performs Poorly

Unfortunately for advertisers on Bing, the Bing Ads algorithm is not as advanced as Google’s. When you run broad keywords on Bing, you’ll still “match” with a large number of highly irrelevant search terms. While your ads might be getting a lot of impressions on Bing Ads, you might end up showing ads to people who aren’t interested at all in your product or services. On Bing, running broad match keywords can disastrous; you can easily burn through your ad spend on bad matches if you only use broad keyword matching.

Alternatives on to Broad Keyword Match

Running ads on Bing has a lot of advantages. It’s a less competitive market so you’re more likely to score better ad placement for less, and Bing’s platform gives advertisers a little more transparency and control in ways that Google doesn’t. The trick is finding strategies that leverage Bing’s strengths to your advantage, while compensating for its weak points.

While broad keyword match is the default keyword matching method, and in some ways the most straightforward PPC option for inexperienced managers, it’s important to remember that it’s not the only option you have as an advertiser. The most effective PPC campaigns use a combination of several keyword matching methods to ensure that your ads reach not only a wide audience, but an audience that is interested in your product or services.

Using alternative keyword matching methods to supplement or replace broad match can be a much more effective way of honing your campaigns and reaching the right audience with search advertising. However, because they are somewhat more complex and specific than broad keyword match, they can require a little more finesse and a stronger understanding of keyword performance to be used successfully.

Getting Better Results from Bing Ads

Running ads on Bing can be a great way to round out your PPC campaigns and reach a wider audience than with Google AdWords alone. Just as with Google AdWords, running successful Bing Ads requires a strong understanding of the nuances of the Bing Ads algorithm. No matter which platform you use for PPC, it’s important to remember that the algorithms are continuously changing and improving, so what works well right now might not hold true by next year.

Webrageous can help you maximize campaign performance on Bing and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stays continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can effectively leverage Bing Ads to grow your PPC advertising efforts successfully.

Is Bing’s Syndicated Traffic Hurting Your PPC Campaign?

April 22nd, 2014

Let’s talk about Bing Ads for a spell; they have some nuances that warrant a closer investigation.


If you’re suffering from some underperforming Bing ads, there are many potential culprits. First, make sure you have executed the following:


  • Targeting that is appropriate for your business and demographic
  • Targeted terms
  • substantial list of negative keywords

There is another default setting in Bing, however, that may be causing your underperformance and overspending issues. This is the “Bing syndicated partners” setting, a controversial little option that often causes more harm than good. Curious about how it may be affecting you? Keep reading for details.


The Purpose of Bing’s Syndicated Partners Setting

PPC advertising works because of one simple premise: if people are actively looking for the goods and services you provide, you absolutely want to connect with them. This is highly targeted, very valuable advertising, and can move the needle quickly in your world of acquisition.


The Bing syndicated partners setting, then, actually acts counterintuitively to this goal. As a default, it is pre-selected, and this means your ads will be posted on Bing and Yahoo’s ad partners. These are NOT search engines, they are pre-selected websites that have a relationship with Bing. This means traffic can be far less targeted and motivated, and therefore may cause your campaigns to appear as though they aren’t knocking it out of the park.


By disabling this feature, you can accurately test if your ads are having success in the search engine world. This can single handedly take a failing campaign into one with smashing results.


Find Out if You’re Paying for Advertising on Partner Sites

To discover if your ads are appearing in places you never intended, do the following:


  • Select the reports page inside the Bing Ads UI
  • Select the Website URL (publisher) – this will generate a list of each ad placement, and where exactly they have appeared
  • Click the Accounts/Campaigns that you would like to target
  • Run the report

The report will reveal the list of places your ad(s) have appeared. If you see sites that you know aren’t appropriate for your targeting, it’s time to disable that setting.


How to Disable the Bing Syndicated Partners Feature

To turn off this setting in your Bing Ads user interface, do the following:


  • Access your group settings
  • Click Advanced Settings
  • Select Ad Distribution
  • Click Bing and Yahoo! (Owned and Operated) Only – this will limit your ad postings to the search engines only, not partner sites

Remember that you’ll need to do this for each group of ads you operate.

To turn off the settings via the Bing Ads Editor, follow these steps:


  • Click the ad groups tab
  • Select All
  • Click Network Distribution
  • Check Only Bing and Yahoo! websites

Your ads will now only appear on Bing and Yahoo’s search results.


When to Enable the Bing Syndicated Partners Feature

It isn’t always a given that this syndicated partners option should be turned off. If you’re launching a contextual campaign, leave this enabled so that you can segregate and accurately monitor each ad. If you’re using generic terms, it also makes sense to go broad. Remember that this feature widens your audience to a more mainstream level; so if your campaign is not at all niche-focused, syndicated partners can help a bundle.


Need some help navigating the complicated space of Bing and Google PPC? Reach out to us anytime; we are the PPC experts and we’d love to assist!


Why It’s Time to Go Mobile with Your PPC Campaigns

April 3rd, 2014

Mobile devices may be small, but there’s no doubt about it: they are mighty. Last year, for the first time ever, desktop ad spending dropped .8 percent, thanks to the small screen surge, and this year it’s expected to dip over 9 percent – that’s a hefty $1.4 billion dollar decline.


There’s simply no denying it any longer: your need to take your PPC campaigns to the small screen, and stat. Desktop ad spending is declining because traffic keeps dropping off – advertisers always know to go where the people are. And people are picking up small devices in droves. The exciting news is that prices for mobile ads still rank about 2/3 less than their desktop counterparts, so if you jump in quickly, bargains await. It’s time to be cutting edge and thrifty. A rare opportunity for marketers indeed!


Mobile By the Numbers


Mobile ad spending is expected to go up 82.3 percent this year – an astronomical jump that equates to over $4 billion in spending. If you’re not in on this trend, you’re literally behind the curve. Emarketer reports that for Google alone, desktop search ad revenue will decline by roughly $770 million, while mobile ad revenues will jump $1.76 billion. Since Google still maintains about 95 percent of mobile searches, there numbers reflect the industry as a whole in total.


For straight searches, the numbers are similar. Last year, desktop searches declined for the first time ever, down just over 3 percent. During the same period, mobile searches spiked over 19 percent. The mobile eagle has landed – there’s no denying the popularity. In fact, users sitting at their desktop are now commonly reaching for their cell phones to trigger a search, showing a preference for the small screen is just around the bend.


Mobile Tips for Your PPC Campaigns


Before you go head first into converting your desktop PPC spending into a mobile market, consider the following tips so your transition is a successful one:


1) Diversify Calls-to-Action

The most popular method of PPC clicks are linked straight to a web page. But don’t forget about the often highly effective click-to-call technique either. Depending on your business focus, click-to-call actions can yield far more positive results, and can often help you save on robust mobile sites. For example, if you don’t yet have a mobile-friendly website, there’s no excuse not to enter into the mobile PPC game with a click-to-call campaign.


2) Utilize the “Site Links” Feature

“Site links” are an add-on for PPC ads that enable marketers to include different links to their websites, placed below the standard ad copy. This means you can link to your homepage or key landing page in the main headline, but promote other category or product pages in the lines below. This allows you to present more details about your brand and offering, and diversify the calls to action here as well. This is a great place to list promotions, special deals, or key features of what you’re offering. Let these links answer core questions you perceive your demographic will have about your company, saving them the effort of clicking through to your site for more info.


3) Measure the Mobile Reach in Your Industry

Mobile may be sweeping the general web audience, but it might not be a hot commodity in your niche. Before you spend the time and resources to launch a mobile campaign, weigh the impact of small screens in your industry to guarantee you aren’t wasting time and resources.


4) Focus on Broad Keyword Matches

When you set up a PPC campaign, you have the option of locking in exact matches to your keywords, such as “red high heel shoes”. Remember, however, that mobile users have efficiency in mind, and often do not type lengthy searches. Instead, set up your campaigns to for broad matches, meaning that searches akin to “red high heel shoes”, not just those with the exact phrasing, are included in your campaign.


There’s just no arguing that mobile usage is a phenomenon that marketers must successfully deal with, or else they risk being lost in the conversion from desktop to small screen. PPC for mobile is in many ways a different animal to tame, so studying the nuances of this space is crucial to success. If you’re ready to dive into mobile campaigns but need some guidance and expertise, contact the folks at Webrageous anytime for assistance. We specialize in PPC campaigns on screens of all sizes, and can help you demystify the world of paid search, across the board. Regardless, don’t let yourself get left behind. Mobile is here to stay; join the trend, and let your PPC strategies stand the test of time.

PPC and Social Media: The Dynamic Duo

March 21st, 2014

At the heart of every PPC (pay per click) and social media campaign is a marketer’s desire to increase traffic, brand awareness, conversions, and profit margins. Once considered mutually exclusive, paid search and social media are now accepted as partners in marketing movements.


There are two schools of thought in the integration of these two tactics:


  1. Using social media to dramatically boost PPC campaigns
  2. The advent of “social PPC”, or paid search campaigns on social sites like Facebook

Whether one or both are viable strategies for your branding efforts remains a very personal decision. Dive into these robust definitions and see if either tactic matches your efforts.


Intelligent Ways to Merge Social Media with PPC Campaigns


Almost every company could benefit from smartly executed social media campaigns that help support their PPC ads. To do this with aplomb and professionalism, employ these five tried and tested tips:


1) Consistency


Use the same messaging, tone, and sentiments in both PPC and social spaces to create a cohesive brand identity for your viewers. If a visitor sees a social campaign that then matches a PPC ad spied later, that kind of reinforcement can be just enough to entice a closer look.


2)    Variety


Yes, consistency and variety go together! Variety, in this case, refers to the social media platforms you select. It’s incredibly easy to fall into a social rut; marketers often remain true to sites like Twitter or Facebook out of sheer habit. If you find your campaigns just aren’t gaining the traction you had hoped, venture off to sites like LinkedIn or Pinterest; whatever fits your brand best, and houses the best potential to reach your selected demographic.


3)    Engagement


As you stream folks from your PPC campaigns to your landing pages, make sure it’s easy to become a follower of your social profiles too. The more you leverage each approach to support each other, the more powerful both strategies become.


4)    Analytics


PPC campaigns reveal loads about who your audience really is. Study the metrics carefully to determine your core demographic. Likewise, the messages that garner the most clicks in the paid search world are obviously golden for social media campaigns too. This emphasizes the need for consistency discussed above; if it works on one channel, it may be equally strong on the other. Don’t be afraid to duplicate your successes wherever it makes sense.


Mastering the World of Social PPC


Social PPC is a specialized form of paid search that involves ads on social platforms, specifically for a CPC or CPM basis. The main metrics that are essential are click throughs, conversions, and impression counts.


There are a slew of excellent sites to choose from if you’re venturing into social PPC – obvious go-to’s like Twitter, Facebook, and LinkedIn reign supreme. But don’t count out lesser-known but powerful options like FourSquare and Reddit; if your audience is active on these tier 2 social sites, there’s less competition and clutter, which can mean a veritable windfall if you execute properly.


To determine if a social PPC campaign is truly working, you’ll want to focus on measuring the following parameters:


  • ROAS (Return on Ad Spend) – a more traditional metric to follow, but don’t forget to log it carefully.
  • Watch things like Likes, Follows, and Fans; these metrics should trigger additional actions for your social campaigns that celebrate successes. Don’t just monitor sales and leads, as the social space has a lot more data to utilize.
  • CPC (Cost Per Click) – You will likely find that some tactics bring folks to your social sites for less; leverage those to the hilt.
  • Setting goals is also essential, for analytics like sales, leads, and engagement. Without a clear benchmark to aim for, your efforts can feel misguided and lacking direction or clarity.

As you can see, creating separation in social and paid search spaces is no longer smart or efficient. By wisely merging the two efforts, you’ll eliminate duplications and better your changes to make each channel more effective and powerful.


How to Leverage Long-Tail Keywords in PPC Campaigns

February 17th, 2014

Long-tail keywords are having their legitimate day in the sun. While PPC campaign managers have been much slower than organic SEO experts to adopt this more targeted strategy, long-tails are starting to prove worthy in both arenas. Depending on your business focus, it is potentially volumes more profitable to focus on a targeted long-tail campaign rather than a more highly competitive short keyword focus. Is a long-tail PPC method right for your campaigns? Read on to find out.

The Long-Tail Lowdown

Long-tail keywords are, as the name suggests, more lengthy phrases that target a more specific product or service. Say you run a website that sells computer accessories. Instead of targeting a generic phase like “laptop accessories”, long-tail strategists would select something like “HP Envy screen protectors.” This is a potentially more profitable scenario for many reasons:

  1. Long-tail keywords are less competitive, and therefore much cheaper to bid on. Those that are highly targeted for your specific business have the potential to completely transform PPC campaign results by lowering cost-per-click and cost-per-lead, and in addition can improve your average click-through rates and quality score.
  2. Targeted searchers who use long-tails like “HP Envy screen protectors” are clearly focused on exactly what they are looking for. Someone searching for a generic phrase like “computer accessories” may still be in research-mode. Chances are that the user who types in a long-tail is more serious about making a purchase, which equates to a higher quality of traffic and better conversions for your website.
  3. Due to the decreased competitiveness of long-tails, it’s less risky to test your selected keyword phrases and gauge ROI. When you do land on a significant long-tail phrase, you have an insanely valuable opportunity to convert users at a fraction of the normal cost for your PPC campaigns.

So while long-tails may be harder to identify successfully, the payoff ratio is substantial. When they work, they are absolutely golden.

Do Long-Tails Ever Damage Your PPC Strategy?

While long-tail keywords offer an impressive ROI opportunity, they are certainly not always the best strategy for every business. First, consider how competitive your industry really is. If you already work in a pretty niche space, and overall search isn’t highly competitive, long-tails will only complicate matters and make it even more challenging to find and reach your customers. If, for example, you do a search for your general industry and area, such as “Las Vegas rain gutters”, and you don’t see any paid search results above the organic listings, your industry isn’t an obvious long-tail candidate.
For most of us, however, competition is fierce. This is where long-tails can give PPC campaigns a significant edge – they let you stand out from the masses, and find targeted customers that are looking for your exact goods and services.

The Secret to Stellar Long-Tail Success

The number one most important element to long-tail PPC campaigns is a clear and focused awareness of your target customer. As you’re identifying these characteristics, it’s essential to be immensely detailed. Don’t just create a vague notion of who your customer is; develop a comprehensive list of traits, and this will guide you as you select your keywords and overall campaign. This is the step that is most often ignored; many go straight to keyword data and phrases commonly used in the selected industry. Taking the time to thoroughly understand your customers from a psychological perspective can save massive amounts of capital and precious time in your PPC efforts.

How to Choose the Right Long-Tail Keywords for Your Business

Below are multiple tactics that aid in your keyword creation. Choose the avenues that best embrace your company’s needs.

1) Keep it Local

If your business focuses on local clientele, use your location (or locations) to narrow down your keyword focus. Examples could be “New Jersey pool supplies” or “Ocean City pool supplies.” You can opt to be even more targeted too, like “Trenton pool chemicals” or “Trenton swimming pool liners”.

2) Use Appropriate Qualifying Terms

Remember that long-tails really need to be quite specific to be successful, so identify plenty of qualifying words to add to your keyword phrases. Examples would be “red high heel shoes size 8” or “women’s red platform shoes sale”.

3) View AdWords Reports on Recent Queries

Within your Google AdWords profile, utilize the Search Query Report to view the exact phrases that triggered your ads. This list is essential to creating the right long-tail strategy, as it reflects real data from your potential customers’ searching habits. Run this query every month, at a minimum, and keep track of results in a spreadsheet so you can compare trends over time.


4) Keep Tabs on Your Competitors

Oftentimes, your competitors are the best windows into your ideal long-tail strategy. Use a tool like SpyFU to identify which keywords they are using, and beat them at their own game.  This is the kind of expertise a PPC firm like Webrageous can help with immensely, as we have access to all the tools and data required to push your PPC campaign into the next dimension.


5) Utilize Internal Website Stats

If your site has an internal search, that’s another mountain of crucial data to mine for ideal long-tails. This is a fabulous way to identify very specific phrases that your customers are typing on your actual website; very often, these equate to huge success for PPC campaigns.
More and more, marketers are learning to cease the attempt to be all things to all people and truly focus on their ideal demographic. This strategy works for just about any company and business niche. If you haven’t yet dabbled in long-tail paid search efforts, drop us a line and we would be happy to explore your options. Whether you’re new to paid search or simply looking to amp up your results, Webrageous has the expertise to generate your desired results, one long-tail at a time.

New to PPC? How do you make good optimization decisions?

May 24th, 2013

So you’ve done some research and are ready to create a pay per click campaign for your business. Excellent choice. Now comes the hard part of making sure your PPC campaign is working for you.


How do you make good optimization decisions if you’re new to PPC?  While it can be very complex, there are a few simple factors that will help you make the most out of your campaign.


Optimization involves constantly testing, managing, refining and improving your pay per click campaign. The most basic yet important things to pay attention to in this process are:



This is where you select your network, device, location targeting, bid, budget, ad rotation and ad extension. Making smart decisions in each of these areas is important for a successful PPC campaign. Hire a PPC management company to help you, or read through the Google AdWords learning center tutorials before making any selections. Read the rest of this entry »

Google AdWords is the best form of PPC Advertising

May 23rd, 2013

When it comes to Pay Per Click (PPC) campaign management, Google AdWords is by far the leading product offered in the industry. With a thriving Display Network composed of hundreds of thousands of websites, newspapers and blogs, Google AdWords is the ideal platform for any business interested in exposure and long term online marketing success.



With global search engine market share at 88.2% as of February 2013, Google is a global giant in paid search engine advertising. The company’s AdWords PPC campaign management product is home to hundreds of thousands of advertisers and offers lots of ways to capitalize on fluid market trends.


Users have the capacity to reach an audience anywhere online while getting the support required to drive conversions. The platform offers text, image and video formats to best enable users to communicate their message to potential customers. Read the rest of this entry »

Why you should invest in a PPC mobile campaign ASAP

May 20th, 2013

If you’re an online advertiser, it is a fantastic idea to invest in a PPC mobile campaign. While it is not absolutely necessary, doing so can benefit your company greatly.


Marin software recently released a report stating that mobile devices will drive one third of paid clicks in the US by December 2013. Do you want to potentially increase business by 33.3 percent? Then you should invest in a pay per click mobile campaign.


One of the exciting elements of mobile advertising is that you can show a different set of advertisements and set different bids based on the mobile device you are targeting. Like all Google AdWords campaigns, you can also target by location and time.  People use their smartphones constantly, so targeting users on mobile devices is an obvious choice. As smartphones become both cheaper and more advanced, mobile PPC advertising is becoming more important for businesses. Read the rest of this entry »