Google is notorious changing its practices for search engine marketing – whether organic or paid. The changes come in forms of breaking up past loopholes to keep search credible but also to add in new features that either weren’t considered previously or technology was not able to facilitate. Examples of these are link-spamming causing websites to rank high due to faulty practices. Another is remarketing strategies coming out to help with bringing customers back to your site. Grant it, these two strategies are a few years old already but they still play an important role in search practices and managed to abruptly change the game when they came out.
Because of the heavy reliance on Google for traffic to your site, it is absolutely necessary to stay up to date with best-practice. Traffic from Google can make or break your company’s success – on average Google is responsible for 64% of all website traffic! So, let’s look at what Google says about best practice for paid Search Engine Marketing (SEM). Taking advantages of these will certainly help your ROI in AdWords.
Original article here.
Three areas of their Best Practice report are as follows:
• Background Strategy
• Ads
• Analytics
Areas of importance, acknowledged by Google, are keywords & targeting, ads, bidding, display, process & productivity, mobile, shopping and reporting & analytics.
Background Strategy

Effective keyword management is still one of the top priorities for any company that wants to compete in the area of search. Even after the Google Panda update keywords still play a huge part in search engine. The point of Google Panda was to eliminate current day practices that are misleading but keywords and patterns are still the way that Google’s search algorithm works – it can’t be eliminated, just yet at least.
Remarketing Lists for Search Ads (RLSA) are also one of the primary strategies to help companies with their AdWord results. The reason being is you can take customers that are already familiar with your site (you know this because they’ve already visited) and then bring them back again. You can control your landing page to effectively treat them as someone that has already been introduced to your company and follow traditional best-practice on awareness, interest, desire and action (AIDA) – bringing them step-by-step closing to converting.
Ads

The next step in AdWords is the ad itself. At a certain point you have to step away from the keyword focus and the strategy concept, and get down to tactics. The ad is what your customers will see and if you’ve looked at ads on your screen lately, you’ll notice that the majority of them are repulsing. That is not a good practice! Too often messages are spammy and clearly attempting to monetize only on keywords but what it really needs to include is creative and convincing copy. You need to write something in very few words that sparks people’s interest. Google summarizes this as “Consider, convince, convert”, which is the best way of stating it. Consider through good PPC writing. Convince through a call-to-action. Convert through your landing page.
The next thing that matters in your ads is the ever important Quality Score. Here is a video that explains Quality Score better.

Analytics

Analytics are not just a tool for mapping past progress but to inform future progress. By testing several ads against each other and by making constant adjustments, based on insights from the analytics. So just using Analytics to see graphs is not beneficial in itself, instead you need to take action. The great thing is that metrics online are extremely traceable and insightful.
You can see where all of your traffic is coming from, whether from other sites, search or direct, which helps you plan appropriately. Furthermore, you can make unique URLs to track exactly what is prompting people to click on your site. For example, if you have two blogs featured on another website you can have a unique URL for each to see which is more effective. Then you can set goals to establish which of these links are actually monetizing, or completing other goals. This way you can trace your exact cost for each acquisition which will help you make better financial decisions.

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