Digital marketing and advertising are always evolving with the new online trends, customer behavior, and industry demands. That means that marketing and advertising strategies should never be set in stone, rather, you should always make sure that your strategies and tactics are evolving as a result.
And that’s where marketers and business leaders make their first mistake. To craft the perfect PPC marketing plan, you need to keep your plan flexible and scalable. This will help you adapt your approach, expand different elements of your strategy, and boost your results in a competitive industry.
That’s exactly what we are going to talk about today – keyword and landing page expansion and how these tactics can help you boost your PPC campaigns in 2022 and beyond. Here’s what you need to know.
What is Keyword Expansion and Why is it Important?
In the competitive SMB market, companies need to continuously add value to their marketing and advertising efforts to build their competitive edge, and that means adding relevant keywords to your list. Keywords are not just important for your overall marketing efforts – they are instrumental to a proper landing page and PPC optimization.
If you have a plumbing company, for example, then you should know that localized keywords are the basis of marketing for plumbers because they allow you to build your visibility online. What you might not have known is that expanding your keywords can boost your advertising and landing page performance, as well.
The same goes for any local or global business, as adding new keywords will allow you to expand the reach and visibility of your ads, but also the reach and relevance of your landing pages. This brings us to the next important question.
What is Landing Page Expansion?
Expanding your landing pages is one of the best ways to boost brand visibility and the performance of your ads, which lead to your landing pages. After all, your ad can only be as effective as your landing page.
That’s why you should continuously expand your landing pages to justify the ad spend and to help your PPC campaigns produce positive results over the long term. Now that you know what keyword and landing page expansion is, let’s go over some of the best practices you can use.
Top Ways to Find More Relevant Keywords
Regularly finding new keywords for your PPC ad copy and your landing pages is an essential step toward building long-lasting, fruitful advertising campaigns. After all, keyword research and implementation is not a one-time thing, and it requires constant investment if you want to stay ahead of the competition.
With that in mind, here’s how you can find more relevant keywords:
- Use the Google Keyword Planner
- Google new relevant phrases
- Identify and use keyword synonyms
- Use dedicated tools like BuzzSumo and Ahrefs
- Consider YouTube SEO and look for keywords in video titles and descriptions
- Go through your competitors’ landing pages
- Go through your competitors’ ad copy
- Go through your competitors’ blog content
- Consider leveraging dynamic search ads
- Go to Quora and forums to find long-tail keywords
- When in doubt, check Reddit for keyword ideas
These are some of the safest ways to find new keyword ideas to add to your ad copy and landing pages. However, make sure to analyze every new search term you come across and its potential and relevance for your business.
You should also keep misspelled phrases in mind, which we’ll talk about in a moment.
Optimizing Landing Pages for Better Ad Performance
Landing page optimization should be a continuous process, especially if you want to justify your ad spend and make your PPC campaigns produce a positive ROI. While the ad itself is the first point of contact, it will be the landing page that will engage and convert visitors into paying customers. That said, you also want your landing pages to be visible in search in order to boost brand visibility and reach.
The definition of a landing page is that it is a separate web page created for marketing and advertising purposes, but to generate the desired results, you need to optimize it by:
- Adding a clear value proposition
- Adding calls to action throughout
- Structuring your content
- Complementing content with visuals
- Optimizing your above-the-fold content
- Reducing customer effort
- Optimizing your headings and subheadings
- Adding user-generated content
And of course, you need to optimize your landing pages by adding new keywords, removing underperforming ones, and monitoring their performance.
Implementing Misspelled Keywords
One of the best ways to improve your advertising efforts and add relevant search terms to your list is to add misspelled keywords. It’s not everyone’s cup of tea, but there is no denying that people tend to misspell the terms they’re searching for – terms you want to use to boost your ad and landing page visibility.
People tend to misspell concepts and phrases they don’t understand well. For example, people don’t understand the metaverse, or concepts like the metaverse VR, metaverse real estate, and so on. But that goes for all new, high-tech terms, which tend to produce a lot of misspelled keyword phrases.
The second reason that misspelling occurs is that people tend to be bad at brand retention. If people are misspelling your brand slightly, then you can use those keywords to help Google rank you higher for that term.
Don’t go overboard, however, and only use misspelled search terms as a way to expand your keywords and landing pages.
Keyword and landing page expansion, when done correctly, can help you scale your PPC campaigns, adapt to new trends, and reel in more customers. Through meticulous landing page optimization and the implementation of new keywords, you’re able to save your marketing and advertising dollars, which will allow you to better allocate your resources to other complementary campaigns.
The post Keyword and Landing Page Expansion: Tips to Boost Your PPC Campaigns in 2022 first appeared on PPC Hero.
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Here are the top 25 blogging SEO tips to help all blog posts compete for a first page Google ranking.
1. Cut the time to write a post in half by using an AI SEO tool
Artificial intelligence (AI) tools, like Clearscope and RankIQ, tell you what topics marketer should cover in their post to compete for a first-page ranking on Google. This allows marketers to create a comprehensive outline in a short amount of time.
2. Do not use single-phrase search volume when choosing keywords
One of the biggest mistakes marketers make when blogging, is using single-phrase search volume to identify keywords. This metric is only meant to be used for Google ads, and it is not an accurate measurement of the traffic you will get.
3. Poll create original research posts from poll results
Original research posts get a high number of backlinks. One easy way to generate original data is for marketers and bloggers to identify large Facebook groups within their area of interest, and post polls. The answers gained from the polls can form the basis for building a research post.
4. Get interviewed on podcasts to generate high quality backlinks
Backlinks to a blogs can be generated in several ways, including being interviewed for a podcast. Links then often appear in the show notes page for the relevant episode.
One way to marketers can advertise employees as available for podcast interviews is to send emails to various show hosts. Details of podcast hosts are relatively easy to find through hosting sites; Apple’s Top Charts lists the top 300 podcasts in a number of different areas. If bloggers do not have time to send emails, there is the option to sign up to PodcastGuests.com and have the hosts reach out instead.
5. Write blog posts on the most searched stats for year-round passive backlinks
Journalists citing data or specific statistics will often add a backlink to their source within their articles, but they tend to click on a title which has the highest number of data points available. (E.g., 50 Latest Dog Biting Statistics).
Marketers can boost their blogs’ SEO by researching keywords to glean the most searched for statistics in a specific area of interest. Once a blogger knows which statistics are popular, there is the opportunity for them to write a blog post with additional data points.
6. Use Google ‘friendly’ terms in your title
When marketers run an AI SEO Report through a tool like RankIQ, it lists the words Google ‘likes’ the most within titles. This enables bloggers to create perfectly optimised post titles from words driving the highest click-through rates (CTR) for specific keywords or phrases.
7. Use a targeted front-end modifier on your blog post title
A strategically placed front-end modifier, like “best,” “top” or “good”, can bump a marketers blog ranking from #3 to #1. Different topics and areas of interest have unique front-end modifiers. Food bloggers get over 90% of their traffic from recipe posts. The top front-end modifiers for recipe posts are “easy,” “best,” “homemade,” and “simple”. (E.g., Easy chicken pot pie recipe).
8. Always go higher than your competition
Before a list post is published, marketers should look at their competition on the first page of Google. If the highest number in a title is 15, then they should consider lengthening their blog list post to 25. This is going to increase the CTR and push their blogs’ posts past titles with lower numbers.
9. Do not go over 60 characters in your blogpost title
10. Use brackets with the current year at the end of each post title
Google searchers want content with the latest information. Blog posts which have the current year in their title are going ng to get more clicks than those that do not; using square brackets increased the click-through rate by 38%.
An example would be: ‘25 Email Marketing Tips for Bloggers ’.
11. Internally link to a new post from two other high authority posts
As soon as a market publishes a new post through a company blog, they should link it to at least two of historical blog posts which have plenty of inbound links.
12. Write 40-50 word paragraphs to rank for featured snippets
Multiple studies have confirmed the majority of featured snippets are pulled from paragraphs which are 40-50 words in length. This is also the ideal length of a paragraph for maximum reader engagement.
13. Make sure your ‘content grade’ is an A+ before publishing
Backlinko looked at 11.8 million Google results and found posts with a high content grade ranked significantly higher in Google search. Content optimisation tools, like RankIQ, will grade a blog’s content based on what Google wants to see from a post for a specific keyword phrase.
14. Add FAQs at the end of a post to increase ‘dwell time’
One way to prolong people’s time on page is to add a frequently asked questions section to the bottom of a blog post.
To find out the best questions to include, search engines can be used by any marketer to find out the most common questions searched for on specific topic. Google even has a dedicated “People also ask” option.
Marketers should consider included around 3-5 of these questions, and their 40–50 word answers, within their businesses’ blog posts.
15. Listen to teaching podcasts like ‘The Blogging Millionaire’
The host of The Blogging Millionaire – a podcast devoted to teaching different blogging strategies – gets 5 million monthly visitors from over 100,000 first-page Google rankings.
Brandon Gaille, host of the podcast, has so far taught over 100 blogging and SEO growth hacks in short ten-minute episodes.
16. Keep your intros to three sentences or less to increase engagement
Readers want to get to the body of blog post as quickly as possible. For list posts, marketers should ensure readers can see the first item on the blog’s list above the fold.
17. Create a meta description tease to increase click through rates
In 150 characters, markets should include the best part of a post and end with an ellipsis. This can increase the click-through rate on a post enough to move up several spots in Google’s rankings.
Here’s an example of a meta description tease:
Title: 11 On-page SEO Best Practices for Blog Post
There are eleven On Page SEO tactics that pro bloggers use to get ridiculous results. The one tactic that plays the biggest role in SEO is…
18. Buy an aftermarket domain with existing backlinks to rank higher faster
Using a high domain authority expired domain will allow a blog post to rank high on Google from day one. The best place to find these domains is at GoDaddy Auctions.
- In the advanced search, select expiring “.com” or “.org” domains which are at least 4 years old.
- Copy all domains which come up with at least 1 bid into a Google sheet.
- Run these through a bulk domain authority checker and remove all domains with less than a 30-domain authority.
- Use the Wayback Machine to find domains with content which are at least loosely related to your subject area.
19. Identify the word count that google prefers for every keyword you write on
The word count needed to hit a keyword is different, depending on the subject area. For a recipe post, it may only take 900 words. For a marketing tips post, 4000 words may be needed.
20. Keep your URLs short by focusing on the core keyword phrase
A study by Backlinko found URLs in the top Google position are 9.2 characters shorter than the URLs in position number 10.
21. Use your own video thumbnails and links
SEO can also be bolstered by avoiding video embedding from a hosting site. The YouTube embed code significantly slows down the page speed of a post, which is a component of Google’s algorithm.
22. Place your target keyword in the first 100 words of your content
This tactic has been around for a while, and it still makes an impact.
23. Run your post through Grammarly before you hit publish
There is nothing worse than a blog post littered with spelling errors or grammatical errors; it suggests author laziness or a rushed blog post.
Grammarly’s tool is almost as good as having an editor who reviews your work. It will instantly take a rough post and flag any inconsistencies or errors and suggest corrections.
24. Include short stat-based infographics for more backlinks and social shares
There are few things which attract backlinks and social shares like simple stat-based infographics. By using a 16:9 ratio, your stat infographics will work for both desktop and mobile audiences.
25. Get a list of the lowest competition keywords with the highest traffic potential from RankIQ
Most bloggers end up writing more than 50% of their posts on keywords they will never be able to rank for.
RankIQ’s top keyword research experts have identified the lowest competition high traffic keywords in over 300 blogging niches.
Rank IQ provides AI-powered tools to help marketers and bloggers improve their SEO by identifying key words and topics that top Google’s ranking algorithm.
- Within the digital marketing space, the conversation around privacy and cookie changes has focused heavily on programmatic and paid social
- But how will third-party cookie deprecation and new privacy regulations impact paid search?
- Here is what search marketers can expect and how to prepare
In the digital marketing world, targeting, measurement, and optimization have foundationally relied on the ability to accurately track user behaviors and performance across the web. However, as we all know, platforms like Google and Apple have introduced privacy-focused initiatives over the past few years that complicate targeting and measurement for advertisers.
When discussing the impacts of these changes, much of the conversation has focused on programmatic and paid social, which are undoubtedly the digital channels feeling the greatest impact. What has not been discussed in great detail is the impact on search marketing. How should advertisers adapt their paid search strategies to adjust to these new realities?
Before digging into action items, let’s recap the newest updates and how they’ll impact paid search campaigns.
Chrome’s privacy updates will have a greater impact than iOS.
There are two key privacy changes top-of-mind for search marketers in 2021. App Tracking Transparency (ATT), introduced through Apple’s iOS 14.5 update, requires a user to opt-in before a company can track their data across other apps or websites. Fortunately, the impact of this update on search programs for most advertisers is limited. Advertisers may see fluctuations in universal app campaign (UAC) volume, and search properties with a larger app-based audience (for example, YouTube) will experience some degradation in measurement and targeting. By and large, though, the ATT update is more of an issue for programmatic advertisers than search marketers.
Google Chrome’s third-party cookie deprecation, coming in 2023, will have a larger impact on paid search. From a targeting perspective, remarketing lists for search ads (RLSA) will become less effective without data on users’ behaviors across non-Google properties. As of Q3 2020, RLSA accounted for 20 percent of Google search ad clicks for Merkle advertisers – so this is a significant segment of traffic. There will also be new measurement challenges, especially for companies relying on proprietary reporting tech.
While iOS 14.5 is already a reality for advertisers, there is more than a year left to prepare for Google’s third-party cookie deprecation. There are several steps search marketers can take now to optimize performance within a more privacy-focused environment.
1. Lean into first-party data audience solutions to target
Effective audience segmentation and targeting will continue to be critical in search moving forward. Google offers several in-platform audience options, such as in-market and affinity audiences, that don’t rely on third-party data and can be leveraged by advertisers indefinitely.
However, there’s a greater opportunity for organizations to differentiate themselves by crafting a strong audience strategy using their own first-party data with Customer Match. Many advertisers already use Customer Match to some degree, but the data may not be refreshed regularly, or it may not be segmented in detail. The transition away from third-party cookies is the perfect impetus for fine-tuning a first-party data strategy.
First, advertisers should assess the quality of their first-party data. How comprehensive is the data that’s collected? Are there a lot of duplicate records, or is there a reliable unique record for each customer? All of the slicing and dicing in the world won’t be helpful if the data you’re working with is fundamentally flawed.
Next, marketers should assess opportunities to segment their customer lists in meaningful ways – a single “email subscribers list” isn’t going to cut it anymore. Smart segmentation is always important, but it will become even more critical because it will empower Google to build more tailored similar audiences.
After establishing segments, there must be a plan to refresh those audiences frequently. Determine an appropriate cadence for updating customer match lists and determine who’s responsible for doing it. Currently, this can be done through the Google Ads API or within the Google Ads interface.
Once a foundation is in place for your audience strategy, revisit your approach quarterly to ensure that segments continue to align with attributes important to your customers and your business. This also creates a natural check-in point to confirm that lists are being updated as expected and that they’re all receiving traffic. If needed, audience bid modifiers should be adjusted to reflect current performance.
On the topic of bidding…
2. Test or transition to Smart Bidding to take advantage of Google’s proprietary signals
While we, as advertisers, will have lesser user data available to us without third-party cookies, Google will continue to have a wealth of information about its users and their behavior on Google-owned properties. Google Ads’ Smart Bidding allows advertisers to take advantage of those audience signals to reach the right person at the right bid with machine learning. That’s not to say that segmentation isn’t important with Smart Bidding – it still is. One of the many signals the bidder looks at is all of the audiences a given user belongs to, including customer match audiences.
Advertisers can and should take advantage of custom audience segmentations through Google Analytics, Looker, or Google Cloud Platform (Big Query). And they should automate the pushing of defined customer audiences to Google marketing activation to maximize business data with Google’s Smart Bidding.
Whatever your advertising goals may be, there is likely a Google Ads Smart Bidding strategy to suit your business needs. For search marketers not yet using Smart Bidding, it’d be smart to start testing in early 2022 to iron out any kinks and have a full-blown Smart Bidding approach before 2023.
3. Get comfortable with new reporting methods
We’ve talked a lot about adapting to the changes to come with targeting, but privacy updates also create challenges for reporting. There will be a measurement gap that advertisers need to solve. Fortunately, Google Ads has solutions in place to help fill holes with enhanced and modeled conversions.
Enhanced conversions improve reporting accuracy by using an advertiser’s hashed first-party data to tie a conversion event to an ad interaction. Enhanced conversions are powerful in that they make a one-to-one connection between an impression or click and a purchase. Modeled conversions, on the other hand, find their power in scalability; Google has been using them to report on cross-device conversions for several years. When used in combination, advertisers get the benefit of precision where a one-to-one connection exists, while smartly estimating conversions in areas where it does not.
As privacy regulations increasingly muddy the reporting waters, the stakes are higher to work with Google to fill the gaps. If you’re relying primarily on proprietary technology for reporting, consider using Google’s measurement system to get a more complete picture of performance. Understanding the full impact of search is critical for being able to optimize and allocate budgets effectively. Note that Google’s global site tag or tag manager is required to appropriately track conversions.
4. Monitor universal app campaigns for performance changes
Advertisers using UAC to drive app downloads via paid search should closely monitor performance for those campaigns. So far, Merkle has observed a slow downward trend in tracked installs as a result of Apple’s ATT update. To avoid the effects of ATT, some advertisers are increasing their investment in Android or shifting spend there entirely. UAC can continue to be an effective channel for marketers, but reduced visibility on iOS may require bid or budget shifts in order to hit performance goals.
Privacy updates are changing the way marketers approach targeting and measurement. Don’t panic – but do put a plan in place. With the right adjustments, search advertisers can effectively pivot along with the industry. More than ever, advertisers must value first-party audiences driven by search to further customer engagement, experiences, and marketing ROI. Using that first-party data, in conjunction with machine-learning-based bid strategies and modeled and enhanced reporting, will create a foundation to help future proof search campaigns for privacy updates in the years to come.
Matt Mierzejewski is SVP of Performance Marketing Lab and Search at Merkle Inc.
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