Google Ads- Display Advertising

Display advertising is defined by banner ads (graphic or text), that appear in specifically designated areas of a website or social media platform (Facebook, Instagram, Twitter etc.). Digital display advertising comes in a variety of different forms, but at its core, it revolves around the same principle.

Display advertising refers to the process of advertising a product or service through visuals like images and videos on networks of publisher websites such as the Google Display Network and Facebook etc.

Display ads are placed on relevant third-party websites in the form of banner, image, and text ads. Display advertising is pretty much a blanket term that includes every visual ad placed on a website, however, it can be divided into three basic categories:

1. Site placement advertising: In this type of display advertising, the advertiser/marketer chooses the website they would like to run their display ads on.
2. Contextual advertising: In this type of display advertising, networks place ads on relevant websites, for example showing an ad for dog food on a pet adoption website.
3. Remarketing: Remarketing display ads appear in front of users who have been on your website or post-click landing page but have left without completing the relevant conversion goal.

While display ads are used as an umbrella term to include all ads that users see online. The term native advertising refers to a form of advertising that attempts to match the content of the platform. This is done to make the message more easily consumable by the users of that platform. Native ads appear in-feed and are non-disruptive, like suggested posts on Facebook or promoted posts on Twitter.

So, while the intent of display ads is to stand out, native ads are meant to blend in with the web page they are situated on and not look like ads at all. Native ads are mostly found on social media feeds or as recommended content on a webpage; the ads look like part of the editorial flow of the page.

Display ads call out for attention, while native ads blend in with web pages and focus on soft-selling.

Display ads present you with the opportunity to showcase your offers in a wide variety of ad formats. Plus, when you create display ads on advertising platforms such as the Google Display Network, your ads have the potential to reach users on millions of websites around the globe.

Display advertising is an excellent way to build brand awareness and get clicks, conversions, and sales from users who might not have an interest in your business per se but have found your display ad to be relevant to the solution they were searching for.

The success with display ads lies with targeting the right user at the right time on the right website. For some great examples visit: https://adespresso.com/blog/google-display-ad-examples/

https://youtu.be/eeZFd1aJuzM

Google Ads- Paid Search

When you type something into Google, you are presented with a list of results; or SERP (the search engine results page) which shows organic results and paid results. I found a wonderful blog, Ahrefs.com, to explain in great detail about the SERP and it is hyperlinked above.

Paid search results have a little green box with the word “ad” before the listing; this is where a company, like yours, has paid to have their page show up at the top of the list. This can be done through Google Ads search campaign, which charges you when someone clicks on that link. Paid search works to drive traffic to your website through relevant ads.

Keyword Planner helps you select search terms for your Ads

When deciding what search terms you want to target, you should look to pick ones that are both relevant to you and highly searched for. Keywords Planner is a great tool which you can use to do keyword research. It will help you determine what sort of words or phrases people are already searching for around your product or service.

You will also be able to see the estimated search volume for the keywords; then it is down to you to decide how much you are willing to spend. The lower the Google keyword search volume, the cheaper it should be to buy a listing at the top of that SERP but the prices can also be determined by how many other people want to buy a specific word or phrase so it is important to pick carefully. Google’s Quality Score takes all this into account and is a way of rating the quality of the keywords you pick; and their relevance to the ad and landing pages you link them too. Quality Score is important as it has enormous influence over the cost and effectiveness of your paid search marketing.

Picking the right keywords will mean you are reaching the right people and increases the likelihood of driving high click through rates and consistent traffic to your page. With the ad, you have full control over what it looks like and you are able to choose exact keywords.

Control over your ad campaign set up and results monitoring

You can set up your ad from start to finish, as well as monitor results, using Google Ads. Once you have set up an account, simply start by creating your ad, telling people what you offer along with your chosen keyword (or search term) and daily advertising budget – then you’re done! Generate more visibility for your brand, whether you are looking to find potential customers or grow online sales.

Google Ads is measurable – you can see how many people see your ads and how many are actually clicking through to your website, which is what you pay for on a cost-per-click basis. You can even see the sales your website is generating, thanks to your ad.

Here is an informative blog on how Google changed their process of Paid Ad Searches: https://www.portent.com/blog/ppc/the-impacts-of-google-ads-changes-to-search-term-visibility.htm

https://youtu.be/CZUEzg25d04

What is Onsite SEO?

SEO, search engine optimization, falls into two categories: onsite SEO and offsite SEO. When it’s laid down like that, I bet you can figure out what the difference is huh? The key goal of onsite optimization is to help search engines understand what the content on your site is about, that way it can match you to relevant search terms. The reason it is important to apply onsite to every page on your site and not just your home page is so that the search engines understand what each individual page is about as well and what type of page it is (product pages, informational pages, sales page, etc). This keeps your pages from fighting with each other.

Onsite SEO: Done on your website (onsite), it’s any effort you make to improve your website’s performance in search engines. Examples include optimizing tags, blogging, and URL structure. This is a great example of onsite blogging: https://ahrefs.com/blog/guest-blogging/

Offsite SEO: Any efforts to improve your website’s performance in search engines done on other websites. Examples include link building, social media marketing, and guest blogging.

So, how do you do onsite SEO?

Optimizing Your Site

Once upon a time, everything SEO related was focused around keywords. It led to some truly dark, ugly times of keyword stuffing, strange phrasing, and even ‘black hat’ tactics of hiding text in white font or unreadable locations to trick the search engines into thinking a site was about A, while really selling B. Nowadays though, search engines are advancing faster than ever, and SEO is right there with them!

Content

While keywords aren’t the be-all, end-all any longer, their legacy does live on. After all, keywords are just a hyper-specific way of measuring content ideas. A page with the keyword “skateboard” all over it is probably about skateboarding. Now Google and other search engines know that ollie, kickflip, grinds, and Tony Hawk are all related to skateboarding and can confidently send searches to that page, even if it never says “skateboard.” For folks looking to optimize their site for search engines, that means the content needs to be on point and meeting a demand.

Something else to consider when writing content is the search query you are writing for. Does your content match search intent? Does it directly provide the information a searcher typing in that term would be looking for

Title Tags

The second most important piece in on-site SEO is using correct, accurate title tags. Title tags tell search engines quickly what the main idea of the piece of content is. If the content is an incredible piece on skateboarding, but the title tags only specify skiing it can look iffy to search engines, or worse, confuse them. They’ll hesitate to serve your page as number one result for skateboarding tricks because maybe it really is about skiing slopes?

How do you set the right title tags? The easiest way is to use a plugin like Yoast SEO. Install the plugin in your WordPress backend (you are using WordPress aren’t you?) and then at the bottom of your posts and pages you’ll find an easy to use tool to plug in your desired title tags.

What is Offsite SEO?

Off-page SEO, also known as off-site SEO, is a description of efforts taken to boost a website’s position in search engine results beyond the usual optimization strategies, which are mostly confined to the site itself.

Conventional SEO methods, sometimes referred to as on-page SEO, include ensuring that pages load quickly and cleanly, content is representative of the site focus, links work and the site is easy to navigate. One important off-page SEO action is providing a product or service that offers compelling value to potential customers. Savvy organizations also reach out to the potential customer base through external channels, such as guest posts and articles and social media interactions. Brand mentions, whether or not they link to the site, are also beneficial.

Modern day Off Site SEO requires socialization and syndication of your site content and links, by providing news and information, media and RSS feeds with your site data. As you develop more content for your site, deeper links will evolve from blogs, news and media companies which will cause your authority to grow.

Social Media is probably the most influential way to gain high quality back links from authority websites. These bookmarking sites include Facebook, Twitter, Google Plus and many more. Off Site SEO works best if someone else is giving you the credit so it is highly recommended that you encourage visitors to your site to use the social bookmarks throughout your site. This is how you build deep inbound links for your keyword rich page content

Effective off site SEO requires a balanced link portfolio because sources of information and references matter to the search engines. For example, a link that contains your main keyword from a similar content themed site and a keyword used out of context from an unrelated site have very different degrees of relevance.

Search Engine Optimization achieving high rankings comes down to one thing, Relevance. While search engine placement will definitely lead to an increase in traffic (visitors) to your website, that traffic is of no value to you do not provide the content that gives visitors what they want.

It goes without saying that Content is King and its quality content that meets the needs of visitors to your site that will make you reign supreme. This is where the basic principle of relevance comes from. Relevance is why your site will be elevated in search engine results. When proper off site SEO is applied to a professionally developed website your site increase in relevance and grow its authority.

In a perfect transition to my next blog, here is a little diagram to show the difference between offsite and onsite SEO…

https://s.yimg.com/fz/api/res/1.2/RM3x8RPPkjcRdyw6_H0txw–~C/YXBwaWQ9c3JjaGRkO2g9MTE2O3E9ODA7dz0yMDA-/https://www.bing.com/th?id=OIP.AND3m6byij-9HvIIePckkgHaEV&w=200&h=116&rs=1&qlt=80&pid=3.1

Beginner’s Guide to Keywords Research

What Is Keyword Research?

Keyword research is the process of finding and analyzing search terms that people enter into search engines with the goal of using that data for a specific purpose, often for search engine optimization (SEO) or general marketing. Keyword research can uncover queries to target, the popularity of theses queries, their ranking difficulty, and more.

More and more, we hear how much SEO has evolved over just the last 10 years, and how unimportant keywords themselves have become to our ability to rank well for the searches people make every day.

Keyword research tells you what topics people care about and, assuming you use the right SEO tool, how popular those topics actually are among your audience. The operative term here is topics — by researching keywords that are getting a high volume of searches per month, you can identify and sort your content into topics that you want to create content on. Then, you can use these topics to dictate which keywords you look for and target.

STEPS TO TAKE IN YOUR KEYWORD RESEARCH:

Step 1: Make a list of important, relevant topics based on what you know about your business.

If you’re a regular blogger, these are probably the topics you blog about most frequently. Or perhaps they’re the topics that come up the most in sales conversations. Put yourself in the shoes of your buyer personas — what types of topics would your target audience search that you’d want your business to get found for? If you were a company like HubSpot, for example — selling marketing software

Step 2: Fill in those topic buckets with keywords.

Now that you have a few topic buckets you want to focus on, it’s time to identify some keywords that fall into those buckets. These are keyword phrases you think are important to rank for in the SERPs (search engine results pages) because your target customer is probably conducting searches for those specific terms.

https://youtu.be/PQJyJPoynz8

Step 3: Understand How Intent Affects Keyword Research and Analyze Accordingly.

It’s easy to take keywords for face value, and unfortunately, keywords can have many different meanings beneath the surface. Because the intent behind a search is so important to your ranking potential, you need to be extra-careful how you interpret the keywords you target.

Let’s say, for example, you’re researching the keyword “how to start a blog” for an article you want to create. “Blog” can mean a blog post or the blog website itself, and what a searcher’s intent is behind that keyword will influence the direction of your article. Does the searcher want to learn how to start an individual blog post? Or do they want to know how to actually launch a website domain for the purposes of blogging? If your content strategy is only targeting people interested in the latter, you’ll need to make sure of the keyword’s intent before committing to it.

Step 4: Research related search terms.

If you’re struggling to think of more keywords people might be searching about a specific topic, take a look at the related search terms that appear when you plug in a keyword into Google. When you type in your phrase and scroll to the bottom of Google’s results, you’ll notice some suggestions for searches related to your original input. These keywords can spark ideas for other keywords you may want to take into consideration.

Step 5: Use keyword research tools to your advantage. 

Keyword research and SEO tools can help you come up with more keyword ideas based on exact match keywords and phrase match keywords based on the ideas you’ve generated up to this point. This exercise might give you alternatives that you might not have considered.

Here is a link to a blog that shares some very helpful information on how to do keyword research for google ads, as well as a very informative video on tips when picking keywords:

https://www.storegrowers.com/keyword-research-google-ads/

https://youtu.be/FyO0oLxiNgQ