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Top 3 Tips for Running a Successful Local PPC Campaign

Most businesses understand and embrace the value of building their organic search rankings on Google, but the value of pay-per-click or PPC advertising is often misunderstood and underestimated. While high organic search rankings are a great way to drive traffic and increase exposure for any business, there are only 10-16 spots available on the first page of Google for any given search term. In most industries, hundreds of businesses will be vying for those coveted first page Google results, and PPC ads give all businesses the ability to gain exposure on the first page of Google for local search terms.

Businesses can also run PPC ads through a variety of other mediums like Bing, Yahoo, Facebook, and LinkedIn. This makes it possible to target your ideal customers and experiment with different platforms to see which one generates the highest click through and conversion rates.

Reasons to Consider Utilizing Pay-Per-Click Advertising  

PPC is a powerful marketing tool for all businesses. For companies that don’t have high organic rankings for relevant local search terms, PPC can provide a way to achieve better visibility and leverage your online assets. For start-ups or businesses that are just beginning to ramp up their SEO efforts, PPC can provide an additional revenue stream, and even businesses with an established presence on search engines can generate additional revenue through PPC ads.

Another great reason to consider running a PPC campaign is because you can set the budget, which means you can start small to analyze your return and then grow it once you find a strategy that works for you. Most businesses hire an experienced search engine marketer to help them set up and manage their PPC campaign, as these marketers know the ins and outs of PPC advertising and can establish cost-effective and successful ad campaigns.

Search engine marketing may also play a role in organic search rankings due to the increase in clicks and exposure a website will get from PPC advertising. Since organic rankings are based on relevance and popularity, PPC ads can help improve the website’s popularity score through Google and bolster search engine optimization efforts.

Top Tips for Running a PPC Campaign

Beginning a PPC campaign can be a little confusing at first if you’ve never worked with the programs before, but by utilizing the following tips, you can get the most from your paid advertising efforts.

#1. Keep it Local

For local businesses, bidding on key phrases that are targeted to your geographic area can be extremely beneficial in driving traffic that will eventually lead to a conversion. Location specific keywords often have less competition, so marketers can get more bang for their buck by choosing a geographically targeted keyword as opposed to a generic keyword. If you need assistance selecting the keyword phrases that will result in the highest ROI, consult a PPC marketer to help you establish your campaign and perform appropriate keyword research.

#2. Expand Beyond Google

When most people think of PPC advertising, they think of Google AdWords. While Google AdWords is a great tool to gain exposure and visibility for your business, there may be other venues that offer advertising in the pay-per-click model that could yield better results. Some companies have success advertising on Bing, Yahoo, Facebook, and even LinkedIn. Assess where your target market spends their time and how they would search for your business to determine whether you should branch out to other PPC advertising mediums.

#3. Measure Your Success

Once you start your PPC campaign, make sure to keep track of your progress so that you can make adjustments and improvements where necessary. This may include testing your ads using different keywords, experimenting with different ad text, and utilizing advanced targeting options so that you can reach the customers that will be most interested in what you have to offer. An expert in search engine marketing can help to analyze your metrics to determine the best strategy for your campaign’s success.

By implementing a few of these key tips and reaching out for help from an experienced search engine marketing firm, you can harness the power of paid advertising to increase sales, drive more website traffic, and improve conversion rates.

If you would like to learn more about how to implement a local Pay-Per-Click campaign for your business, please contact Net-Craft.com at 480-563-0558 for a free PPC consultation.

Flash Websites

Stand Out in Local Search Directories

A powerful local search strategy for your business is an essential component to a well-developed local marketing plan. Local search directories have improved in recent years, with the integration of Google+ and Google Places as well as updates to directories such as Yahoo, Yelp, Bing, etc. Incorporating local search directories into your marketing mix can improve your search rankings and help your business gain higher visibility online.

Maximizing Google+ Local: The Integration of Google+ and Google Places

Google is one of the most important directories to provide accurate and up-to-date information about your business. Google has recently integrated Google Places local listings with Google+, transitioning to a seamless Google+ Local listing. This new approach to local directories provides a social component and allows businesses to capitalize on this budding social network to improve search rankings, drive more local business, and increase sales.

Tips for Managing Your Business’s Google+ Local Listing

Updating your Google+ Local profile requires just a few steps. The first step is to define the main product or service line that you offer, e.g., furniture company in Scottsdale, Arizona. With this, compile the following information about your business: brief description, photos, place of business (physical address), and link to the business website. You will enter all of these details about your business before submitting your Google+ Local listing. You will also be given the option to select categories that are relevant to your business so that Google can better determine when to display your listing to search engine users. Once you have filled out the basic information requested by the local search directories, you should also update the rest of the information on the form such as service area, payment options, operating hours, and videos.

If this is the first time you have filled out a Google+ Local listing or your address has changed, you will also need to authorize your address. After you submit your information, Google will mail you a postcard with additional instructions. Once the postcard arrives after about two weeks, complete the steps listed on the postcard to finalize your Google local search directory listing.

Claiming and Updating Other Local Directory Listings

In addition to Google, there are several other local search directories such as Yelp, Yahoo, Merchant Circle, Angie’s List, Bing, etc. that you should submit your directory listing. Be sure to use the same information that you used in your Google listing so that all of the information aligns across online directories. Consistency will help you maintain quality and will improve your local search rankings.

Do’s and Don’ts for Managing Local Directory Listings

Finally, there are a few things to remember as you complete your local directory listings.

The Do’s

  • Incentives. Local directory listings are a great place to list special offers or discounts to new customers online. List any specials that you are currently running to encourage prospective customers to try out your products or services.
  • Visuals. Upload pictures that accurately represent the products or services that you offer. This will allow search users to identify what you do quickly and easily, and it will also provide insight into how your business operates.
  • Reviews. Manage your reviews periodically to maintain a positive reputation for your business online. Respond to every review – positive or negative – in a polite and professional way. Being responsive to customer reviews about your business shows prospective customers that you care about the satisfaction of each and every customer.
  • Accuracy. Ensure accuracy across your local directory listings. Consistency is imperative to maintaining a high local search ranking for your target keywords.

The Don’ts

  • Don’t use a non-local phone number. Make sure that the phone number that you use is a local landline and not a toll-free number. Toll-free numbers can make it more difficult for the search engines to track your place of business.
  • Don’t use a P.O. Box. Make sure to use your business’s physical address and not a P.O. box, as this can also make it more challenging for the search engines to track your location.
  • Don’t change your business name. Instead of adding location keywords to your business name, make sure to keep it intact to achieve the best search results.
  • Don’t falsify reviews. Search engines are getting better at identifying false reviews so it is important to ask for reviews from your satisfied customers rather than to create mock reviews that the search engines will notice and eventually de-value.

If you would like to learn more about how local search engine optimization can help your business, please contact Net-Craft.com at 480-563-0558 for a free local SEO consultation.

 

 

 

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Go Daddy hires tech veteran as CEO

Go Daddy, the world’s largest registrar of Internet domain names, on Tuesday said Microsoft and Yahoo veteran Blake Irving will become its CEO on Jan. 7.

He replaces Scott Wagner, an appointee from private equity firm Kohlberg Kravis Roberts who has been serving as interim CEO since July. KKR, Silver Lake Partners and Technology Crossover Ventures bought Scottsdale-based Go Daddy in 2011, at which time founder Bob Parsons stepped down as CEO.

Irving worked at Microsoft Corp. from 1992 to 2007, ending up as the vice president in charge of the Windows Live online services. He joined Yahoo Inc. in 2010 as chief product officer.

Greenpeace International Urges Facebook To Use Green Data Centers

Greenpeace International Urges Facebook To Use Green Data Centers

Facebook is often under some kind of scrutiny in the news. Lately, this has been because of ongoing privacy complaints against the social-networking giant.

But the latest issue with Facebook isn’t about privacy, it’s about energy. An article in the NY Times highlights the issue. Greenpeace International, an environmental campaigner, contends that Facebook’s latest data center (under construction) in Prineville, Oregon, isn’t good for the environment. The data center is powered by PacifiCorp, a company that gets 58 percent of its energy from burning coal.

For a site that has more than 500 million members, Facebook’s reliance on data centers is obvious. But is this coming at a price? In the article, Lisa Rhodes, vice president of marketing and sales at Verne Global, a data center company based in Iceland, stated that “according to the Environmental Protection Agency, data centers now account for 1.5 percent of all electricity consumption in the U.S. and by 2020, carbon emissions will have quadrupled to 680 million tons per year, which will account for more than the aviation industry.”

Greenpeace is urging Facebook to switch to a more environmentally friendly source of energy. Other technology giants such as Google, Yahoo, Toshiba and Hewlett Packard have already taken steps to toward becoming greener. Google invested $38 million in wind farms and Yahoo cut 40 percent of carbon intensity of its data centers by 2014.

Yet, Facebook CEO Mark Zuckerberg is fighting back against these allegations. In a Facebook message to a Greenpeace supporter he writes: “Some of the old data centers we rent use coal, but most are already green.” He also added: “The newer ones we’re building from scratch in Oregon use hydro power from dams. We’re moving in the right direction.” Facebook representatives also added that Facebook rents data center space that is shared with other companies, making it impossible to decide what energy it’s powered with. However, the company did say that they’re moving toward larger, customized data centers with a focus on energy efficiency.

So what do you think? I doubt the thought of energy  efficiency crosses our minds as we log onto Facebook. But it’s good to hear that there are groups out there committed to implementing the type of change we need for a greener future and that companies are taking responsibility and responding to it.

www.facebook.com
www.nytimes.com

www.greenpeace.org