No More Exact & Phrase Matching in Google AdWords

As of late September, Google AdWords advertisers will not be able to use the Exact and Phrase matching options. 

The “close variants” (an option at this point) will be applied to all match types and a “pure” exact match will be a thing of the past.  Some believe this will limit the control advertisers will have over specifying the key phrases that trigger your ad to show in specific searches.  

Good news:  less complicated matching selections for key word bidding. Bad news:  potential losses in performance which may necessitate an increase in spend. Some analysts believe advertisers may need to ante up a 10% budget increase to get the same results pre-exact/phrase kill announcement of 8/15. Others see it as an opportunity for advertisers to let go of the efforts and $$ put out for possibly lower performing keywords and focus more on strategy.

But, since I'm a glass totally filled kinda gal, I see this as a good opportunity to refresh campaigns (usually a much needed action) - AND - that this is probably a Google move that will benefit the "little guy". By all analyses I've reviewed, this change will have more of an impact on those spending $100K+ per month: the top 5% tier of elite Google advertisers. But, no matter the budget you may have for your campaign, you will need to change up some of the keyword strategies to make sure your Google AdWords campaign is as efficient as possible.

We recommend that you declutter your campaign’s keyword lists but definitely create much more focused landing pages. By having well-optimized landing page you can experience 3-5 times gains. 

So... Awareness Creation is starting to strategically modify all of its AdWords clients' campaigns to counteract Google's most recent decision (nothing new for us!). We will continue to strongly encourage improved optimization of landing pages.

Bottom line: Never get comfortable (read "static") with your Google strategies.

Speaking of modifications:  Awareness Creation has begun its amplified Google+ strategy. Please follow!

January White (Hat) SEO Sales Event!

January is typically the month when merchants have their annual "White Sales" to get shoppers to stock up on their towels and bedding. January is the time when Awareness Creation has its annual "White Hat SEO Sale" so that clients can stock up on the best Search Engine Optimization tactics to start off the new year with improved search positioning.

One of the best ways to take advantage of this yearly sales event is to get a Site Audit which includes reviews of the following:

• Your site analytics to determine on-page SEO effectiveness. 
• Page load speed.
• Canonical issues.
• Indexed pages.
• Web content. Specifically checking for duplicate content, insufficient content, use of keywords.
• Indexed pages.
• Back links and internal links.
• Social signals.
• 1 hour follow up Q&A.

Interested? Just drop us an email info@awarenesscreation.com with any questions you may have, your contact info, and we'll get in touch.

And, I want to thank you all for getting in touch with us wondering about this blog. You know, our time and priorities can get high-jacked sometimes as did ours in the last 9 months - oh well, it happens. But, we are now back on track and you can expect continued SEO, SEM, Social Media Marketing, and more Internet Marketing info coming your way!

Carole

Website & Social Media Copy Writing - MUST GET IT RIGHT!

Copy writing for a website, social media post, PPC ad - any online communication - is different than print copy writing. When you think about, even good copy writing for print marketing materials or advertising uses a different style than what is used for business reports, letters, books, manuals, etc. However, it seems like the concept of using a different type of writing for online communications is a difficult concept for many to embrace.

Web copy writing is not an excuse for poor writing but is an effective style that better fits the medium and audience.

Numerous reliable studies have indicated that web users read online content much differently than print copy (requiring a different writing style for an improved user experience) :

• Web readers jump around the web page scanning for specific bits of information - all within just a few seconds.
• Print readers typically spend more time with content as they read word-for-word, in a linear fashion. Even if you've written a masterpiece, Web readers are an impatient lot who can be turned off by tons of content. 

And, I haven't even touched on the SEO reasons for correct online copy writing. That will have to be for another day.

Just remember that online copy writing can be very powerful or very destructive. My advice:  hire a professional!

Carole

Google+ - Can it Really Help Your Internet Marketing Strategy?

Our clients are now asking “what is Google+ and should we start using it”?  Many of our clients have heard about this new platform but wonder why they need to become a part of Google+ when they’re still trying to figure out Facebook.

On June 28, Google launched the trial version of Google Plus (aka Google+) and is an “invitation only” community at this time.  (Get in touch with carole@awarenesscreation.com if you’d like an invitation.) Google plans to outperform Facebook with this new social platform that allows for a higher level of customization, flexibility and privacy.

The one difference between Facebook and Google+ you’ll find appealing is that you can organize your connections in Google+ better than within Facebook.  On Facebook, everybody in your community is a “friend”.  But with Google+ features (such as +Circles, +Sparks, and +Hangouts) you’ll be able to follow, share and communicate with your connections in a more logical, productive and private system.

+Circles. Allows you to organize your contacts into topical groups such as top business resources (Awareness Creation!), business clients, project stakeholders, golf pals, high school friends, etc.  You can easily share specific information, links, videos, etc. with your select circles.

+Sparks. Automatically delivers articles, videos, photos, etc. to you based on your interests.

+Hangouts.  Provides video chat rooms where you can “hangout” with the people in your circles.  A Hangout can accommodate up to 10 users which could be a new option for your webinars, remote meetings, or even catch up time with friends.

Awareness Creation is recommending that you and your company begin to explore Google+ for a number of reasons.

1. Getting to know any new network takes time. Start using the Google+ features while it’s still relatively simple and you’ll be better able to grow within network as more features are added.
2. The features now available are worth getting to know and use.
3. Google+ will be adding the capability to add business profiles. Having a profile that can be indexed by search engines (especially Google) can ultimately strengthen your Internet Marketing – including your SEO.

And last but not least…

Awareness Creation is recommending that the use of any social platform should be included within a strong Internet Marketing Strategy.  When you strategically use online opportunities for the promotion of your company – you can increase your inbound links, website traffic, and client base.

Happy August!

Carole