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“All These Keywords in my AdWords Campaign Can’t Be Hurting, Can They?” WRONG! They Can!

Posted By WebAdvantage.net on Mar 18th, 2011

When managing an AdWords campaign, one of the most common mistakes people make is piling on too many keywords. Their assumption—that more keywords equals more chances for their ad to be shown and get clicked—seems like a logical one. However, what they fail to realize is that having too many keywords is most likely dragging their Quality Score down.

These so-called “bad keywords” are easy to spot in your AdWords campaigns by checking the Status column:

The quality and relevance of your keywords and ads are the most important factors in your campaign’s ranking and performance. An individual keyword’s Quality Score is determined by its click-through rate (CTR), relevance to its Ad Group, historical performance, and other relevancy factors. Therefore, the higher the Quality Score of your keywords, the less you pay for each click on your ad.

In this light, you can think of your Google AdWords campaign as an equation with the Quality Score being the most important part:

Google’s Quality Score is intended to ensure search users that they will find the information they are looking for quickly and easily by showing only those ads which are most relevant to their search queries.

Here’s the official explanation on Quality Scores from Google:

The AdWords system calculates a Quality Score for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user’s search query. A keyword’s Quality Score updates frequently and is closely related to its performance. In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).

A Quality Score is calculated every time your keyword matches a search query — that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including:

Google recommends that accounts are best organized in the following way:

One campaignSeveral tightly themed ad groups10-35 relevant keywords per ad group2-3 relevant ads per ad group

The best way to improve your keywords’ quality scores is by optimizing your account. Here are some specific things that you can do:

Make sure that each keyword in each ad group closely relates to the ad(s) and the landing page.Don’t use broad or general keywords since they tend to generate many impressions but very few clicks.Strive to optimize keywords with a low CTR.Vary the match types.Use keywords made up of two or three words.Include relevant variations (plural, singular, synonyms, misspellings, etc.).Get rid of low search volume keywords unless they are: A new productA competitor’s termSeasonalEvent-based keywords

P.S. If you need help optimizing your AdWords campaigns for higher Google Quality Scores, we offer a full suite of PPC Campaign Management services. Give us a call at (410) 942-0488 or submit an RFP to learn how we can help.

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How Search Insights Inform Display Ad Buying

Posted By WebAdvantage.net on Mar 31st, 2011

This article by Hollis Thomases originally appeared in ClickZ on March 22, 2011.

Online media strategy can be as easy or as difficult as the planner and buyer choose to make it…but not without consequences. You could do a simple ad network buy, which makes things easy but doesn’t come with as much control, transparency, or targeting as the strategy might require. The much-hyped, real-time bidding (RTB) route of online media buying – which is generally for large-scale, audience-profile-driven branded buys and currently predominated by remnant (unsold) ad space – isn’t the right fit for all kinds or sizes of advertisers. In the “old school” approach, the fulfillment of the online media strategy gets dictated by the media plan, and to develop that plan you’re still likely to want to conduct some media research. Though there are plenty of media research tools out there, let’s now focus on how search can inform the media plan.

Datamine Web Analytics and On-Site Search

If at all possible, get access to the advertiser’s Web analytics and any other marketing software tools they have implemented on their site. They are a treasure trove of little information nuggets that can aid in your research. Web analytics can reveal:

Referring keywords: Keywords that visitors used in their organic and paid search queries to find the advertiser’s site give you a glimpse into the customer mindset. These keywords can then be used directly in other forms of keyword-driven ad buys, like contextual, or can play a role in idea generation for other media placements.Referring sites: Referring sites indicate which websites drive the most traffic to the advertiser’s. Are there advertising opportunities on those sites? Can you find similar sites with advertising opportunities?

If the advertiser’s site has a built-in search function, you should also datamine these internal search queries to find out which content visitors seek the most and what keywords they’re using to find it. Use this information as you would the above.

Simple Search

Unless you know clearly where you want to place all your ad dollars, your online media research may begin at the humble search bar. Use the keyword list you’ve developed from your previous datamining efforts. Mere search engine query results can not only yield concrete ad buying opportunities, but scanning these results can also give us other subtle insights – discussion topics or product reviews on blogs or social sites, pages with links to other relevant sites, content ideas for sponsorships – these all can be revealed through simple searches.

Google Tools

Most SEMers are already familiar with many of the tools Google offers, but don’t think of them in terms of online media. Here’s how you can connect the dots:

AdWords Keyword Tool: If you want to judge the popularity or importance or a keyword based upon its search volume, turn to this simple tool using the keyword list you culled. See if particular queries spark media placement ideas you hadn’t previously thought of.Google Trends: Simply put, Google Trends shows you wha’t's “hot.” It displays Hot Topics and Hot Searches. Take a look at which topics and search terms are more popular (and conversely, which search terms are trending down). Your campaign strategy may even be to just piggyback on what’s trending upward at the moment.Insights for Search: Although it looks similar to Google Trends, Insights is algorithmically different and digs much deeper. Use it to compare keywords, see historical activity on those keywords, drill down by geography, and even identify related news headlines, the sources of which might play into your media placement ideas.Wonder Wheel: For the more visual-minded media planner, Google search’s built-in Wonder Wheel tool shows you related search terms arranged in a wheel shape. Drilling into related terms will create new wheels with more related terms, and so on. Again, see if these lead to new ideas for media placements. To use the Wonder Wheel, do a simple Google search, then click the “Wonder Wheel” link from the left column of available search tools.AdWords Placement Tool: Accessed only from within the AdWords dashboard, this can be an incredibly valuable tool for finding ad placement opportunities. You can either enter in a list of keywords to find relevant sites, or the URL of a known site for which you want to find similar sites. Google returns an extensive list of sites that can be sorted by impressions per day to see where the most active advertising real estate is.Ad Planner: This helps you identify websites where your target customers are likely to visit. Enter in the domain of a known website to see traffic statistics, keywords that referred traffic there, audience interests, and find related sites (“sites also visited”) and more.

Crowdsourcing Your Research

Google’s own research has revealed that 20 to 25 percent of search queries are unique ones that have never been searched before. This means that search tools like Google’s are only as smart as the keywords people are commonly using. But what about those less common and long tail search phrases that might otherwise be considered uncharted territory? New concepts, products, and ideas are likely too “young” for search tools to give you much valuable data about them. Don’t despair – you can also datamine crowdsourcing and social networking media to gather media planning insights:

Twitter Search: Whether you tweet or don’t, you can use Twitter Search to get an immediate pulse on practically any topic. Over 190 million users actively dialog on a variety of subjects, and many tweets contain links which in turn might reveal good advertising opportunities (not to mention there’s always Twitter’s own advertising options, Promoted Tweets and Promoted Topics to buy!)Quora: “A continually improving collection of questions and answers created, edited, and organized by everyone who uses it.” The quality and integrity of the answers provided by the Quora community make it a valuable research tool. Type any keyword or topic into the search bar, and Quora will start auto-suggesting questions related to your query. Drill into any of the questions to see the answers – including links – that people have provided.LinkedIn Signal: Signal is a recently launched LinkedIn feature that functions very similarly to a Facebook or Twitter stream in that it shows you a stream of updates from other LinkedIn users. Signal has extensive filtering options, such as by company name, location, or industry, that enable you to create a very focused stream. Use Signal’s search feature to find related updates from LinkedIn professionals for any given keyword or topic. If there’s a lot of activity around a particularly relevant keyword or topic on LinkedIn, you may even want to conduct a LinkedIn ad campaign.

Of course, it’s certainly not necessary to go through all of these possibilities every time you want to build a media plan and buy online advertising. Use the other media planning tools at your disposal when you can. Know, too, that if you have an odd type of product to market or tough-to-define audience end user, a little research ingenuity can go a long way to helping you build a rational plan!

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10 Ways Brands Can Target Moms by Fusing Online Advertising and Social Media

Posted By Jaime on Mar 28th, 2011

This article by Hollis Thomases originally appeared in ClickZ on March 8, 2011.

A study recently released by Burst Media looking at “What Mom Likes Online” generated interesting findings. Among them: “Most moms say online ads promoting products geared towards the family and home fall flat” and “Moms found these ads ‘irrelevant or distracting’,” but that “Online ads that offer product coupons, sales promotion codes and/or other incentives resonate better with moms.” Other Burst Media findings highlight moms’ reliance on social media, niche websites, and mobile devices, echoing what was reported at last year’s ad:tech NY conference. So, what’s an advertiser to do? Here’s a great list for starters.

Give Mom what she wants. Since research finds that moms prefer ads with special offers and discounts, why fight the tide? Attract Mom to your site or social media channels with ads offering coupon downloads, rebates, or sample requests. Encourage her to share these offers with her friends and contribute back to the community with product reviews, fun photos, and other comments.Be a resource to moms. Use social media to offer truly helpful and useful branded content like tips, ideas, advice, how-to videos, news, etc. Moms love recipes (attention food product advertisers!), which not only makes for good resource and advertising content, but recipe communities are also great niche sites on which to advertise.

kraft-ppc-ad

Build a community around your brand. A branded community like Pampers’ MommyCast can become the hub within which your mommy audience can congregate, ask questions of each other and/or experts, share information, and participate in informal research. Promote this community through your online and offline advertising.Bring your branded social media efforts alive in your ads. Not only do you want to incorporate social media into your brand, and your brand into your social media, but you can also literally pull some of these efforts into your online advertising. There have been a number of brands like Volvo and Juicy Juice that have pulled their live tweets into display ads.

juicyjuicetwitterad

Deliver a message that’s cause-worthy. According to 2010 Cone Cause Evolution research, 95 percent of American moms believe cause marketing is acceptable, 92 percent want to buy a product that supports a cause, and 93 percent are likely to switch brands because of the brand’s support of a cause. These are some pretty potent stats! For example, Coke’s “Give it Back” campaign promotes recycling with concrete correlations that resonate with moms.

coke-give-it-back-ad

Cater to Mom’s mobile lifestyle. Don’t overlook mobile devices – moms rarely find themselves untethered these days. Mobile makes Mom’s life easier, and advertisers have a huge opportunity to literally put their brand in Mom’s pocket…or at least her pocketbook! Moms like branded apps that are truly useful and help save them time. Toys”R”Us has built a mobile app for iPhone and BlackBerry that sends deal alerts.

toys-r-us-mobile-deals

And Starbucks uses QR codes to let customers pay for coffee via iPhones.

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With mobile social networks growing, advertisers can also look for sponsorship opportunities to gain visibility.

Put Mom in the driver’s seat. Instead of funneling ad messages through one social media channel, you have to reach moms on all fronts. Moms like control, they like having a lot of options, and giving them both lets them tap into their creative side. Let moms customize how they communicate with your brand. Make it easy for moms to connect with your brand on their own terms, whether it’s through Twitter, Facebook, e-mail, text alerts, mobile, or directly on your website. Use advertising to promote these options.Keep moms entertained. Multimedia rules Mom’s world. She loves videos, digital games, and mobile apps that engage, assist, entertain, and inform her…plus a bit of “cool factor” doesn’t hurt either. Generate the kind of ad creative that has a better chance of getting Mom’s attention and shared than a sales pitch. For example, Blendtec’s “Will It Blend?” YouTube campaign (just as easily converted into an infomercial) showcased the company’s blender power in a very attention-getting way. The campaign was such a huge hit that within two years, retail blender sales increased by 700 percent!

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Make it personal. The Aberdeen Group found that a move from segmentation-based marketing to one-to-one personalization can improve conversion rates by 22 percent and customer retention rates by 60 percent. Take advantage of this when developing social media and ad campaigns like MomsRising.org did with a campaign to boost its membership. It created a tool that lets users personalize a video using Mom’s name. You could also try personalizing to Mom’s needs and lifestyle, like Swiffer’s “Cleaning Personality” campaign.

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Make sure Mom knows how to find you. Prominently display your social media accounts (are they visible in your ads and on your website? Where is Ann Taylor’s social media presence on its site, for example?). Have direct calls-to-action encouraging moms to connect with your brand. (Caution: if you are going to do this, you better have worthwhile and active accounts to visit – there’s nothing worse than a brand promoting its social media account and having it be lame when you get there.)

The bottom line: moms are social media power users – they are savvy, shrewd, and not likely to be as easily fooled by advertising gimmicks. Use social media and advertising together well, however, and you’ll be pleased at the extended mileage you can get from your efforts.

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Happy Birthday to Us!

Posted By WebAdvantage.net on Apr 6th, 2011

Today is Web Ad.vantage’s 13th birthday! It’s hard to believe it has been thirteen years since we first opened our doors, and even harder to believe how much our industry has changed since then. Since 1998, Web Ad.vantage has been providing clients with innovative digital marketing solutions and exceptional customer service. It’s a winning formula we haven’t changed since we first began in this business, and one we’re quite sure is the reason we have continued to thrive as an agency for so long.

Agency president Hollis Thomases took the opportunity to thank the Web Ad.vantage team and its extended friends and family for helping to make Web Ad.vantage what it is today.

“I’m so grateful to you all for helping us get here, including those of you who are no longer here but still with us in spirit! It’s been quite the ride so far, and if we’re lucky, maybe we’ll celebrate another thirteen more!”
—Hollis Thomases

We’re thrilled to be celebrating our thirteenth year, and are very much excited about what the future will bring! If you’re curious about what we’ll be developing or keeping up with our news, we’d like to take this opportunity to invite you to join our email list.

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30+ Social Giving Sites that Connect People to Causes and Nonprofits

Posted By WebAdvantage.net on Mar 4th, 2011

With so many social media sites, tools, and technologies on the internet, we have more access to causes and nonprofits than ever before. The convergence of social media and activism has given rise to a new wave of “social giving” sites that are helping people discover, engage with, and support the causes and nonprofit organizations they care about.

From the lone activist to large nonprofits, social giving sites present organizations of any size with an opportunity to discover new, exciting ways to expand their online presence, increase awareness, mobilize volunteers, and garner support and donations from multiple fronts.

Here’s a look at more than 30 social giving sites that are revolutionizing the way people and nonprofits connect:

(in alphabetical order)

ActiveCause — ActiveCause, The Social Giving Network™ brings together nonprofits, corporations and individuals to form vibrant, self-activating communities. Has a host of innovative features and tools to empower philanthropists to spark change where it’s most needed.

Amazee — A platform that empowers individuals and organizations to initiate and promote their ideas and plans in groups, to find like-minded people and raise funds.

Betterplace.org — Large online donation platform connecting organizations in need of support with people who want to help, one-to-one, worldwide.

Bring Light — Connects donors and charities to create a way for more informed and effective online fundraising. On Bring Light, approved Charities describe specific fundraising needs. Donors can then make donations via credit card or they can establish a Donor Account.

Causecast — Gives nonprofit organizations an effective and aesthetically-pleasing forum to promote their ideas, raise money and increase awareness on the internet. Has slowly evolved into an inspired community of leaders and individuals, news and media, and tools used to take action like donating, volunteering, petition-signing and creating original content.

Causes — Positions itself as the world’s largest platform for activism and philanthropy. Empowers individuals to create grassroots communities called “causes” that take action on behalf of a specific issue or nonprofit organization. Since 2007, Causes has brought together 140M users, raised $30M for over 25,000 nonprofits, and helps 500,000 user-created causes.

Change.org — Start, join, and win campaigns for social change. Campaigns can be about anything, from supporting curbside recycling programs to fighting wrongful deportation. Change.org members start campaigns around thousands of different issues.

Changents — Connecting the people that help the world (change agents) to the people that help them.

ChangingThePresent — Connects people to more than 1500 meaningful charitable gifts offered by nonprofits worldwide. Lets you browse by cause or nonprofit name; members can also create charitable gift wishlists.

Citizen Effect — Gives “Citizen Philanthropists” the ability to choose a project, leverage their social networks, and communicate directly with a partner community. Partners actively manage projects so they can seamlessly share information with Citizen Philanthropists and directly report on the impact projects are having on the ground.

Crowdrise — Crowdrise, a unique blend of crowdsourcing, social networking, and other incentives, is all about online fundraising, event fundraising, volunteering and having the most fun in the world while doing it.

DeliverGood — Builds efficiencies into the charitable giving process by connecting charities and non-profits who need stuff with people and companies who have stuff to give.

DoSomething.org — One of the largest organizations in the US connecting young people to the causes they care about by creating a culture of volunteerism through web, TV, mobile and social media.

FirstGiving — Partners with nonprofits to allow them to plan, execute, and measure successful online fundraising campaigns with FirstGiving’s fundraising software. For individual fundraisers, makes raising money online easy, effective, and fun.

Getinvolved — Matches you to volunteer opportunities that are right for you based on your interests, causes you care about, and the skill sets you have to offer.

Givealittle — A New Zealand based site, Givealittle exists to make good things happen. Part of a wave of online ventures worldwide figuring out ways to use the web to create a real difference offline. Members can donate to hundreds of online charities, and nonprofits can create member pages to increase awareness and collect donations online.

GiveMeaning — An online fundraising site emphasizing creative fundraising ideas and other unique forms of charity donation.

Givology — Partners with leading grassroots nonprofit organizations, local communities, and schools to sponsor education grants and innovative community-based education projects.

GlobalGiving — Connects you to over 1,000 pre-screened grassroots charity projects around the world. Project Leaders post their causes and details about what they need, giving donors an inside look at the project’s unique needs and work being done.

idealist.org — Users can search for volunteer opportunities, events, and other concrete ways to get involved. Organizations can create profile pages to advertise their presence and recruit people to the cause by connecting with volunteers, donors, and supporters.

Jumo — A social network connecting individuals and organizations who want to change the world. Leveraging connection technologies, Jumo enables people to find, follow and support those working toward solutions on the ground in their community and in regions across the globe.

Network for Good — Secure, convenient donation system that makes it possible to give to any charity, anywhere, anytime online. Processes donations for over 1.2 million charities via DonateNow.

Philanthroper — A giving site with an interesting twist: think “Groupon”, except donating instead of buying. Every day, Philanthroper features a different nonprofit/charity on its ad-supported site and invites visitors to donate just a single dollar. Philanthroper takes no cut from donations.

Pifworld — An online charity platform where your donation goes directly to personally selected projects. Via video updates, you can see the change made possible. On the website you can donate to projects you like and act to make a change.

Piryx — Makes fundraising easy by connecting people with the causes they care about online; charges a small transaction fee to cover donation processing.

Razoo — Search for and donate to nearly 1 million officially registered nonprofit organizations; set up a fundraiser for a charity of your choice in minutes; your donation or fundraiser can be shared with millions who believe in you and your cause.

SixDegrees.org — Support your favorite charities by donating or creating fundraising badges — as well as check out the favorite causes of other people, including celebrities. You can also pay it forward with “Good Cards” – gift cards for charity that can be redeemed as a donation to more than 1 million charities.

Small Change Fund — Empowers you to make big change with small change. Discover, share, connect with, and support grassroots projects in communities across the country – projects that need just a small amount of money to make a real and significant impact in the world.

Social Actions — Connects you to the issues and causes you care about via subscription alerts to “action packs” grouped around popular causes, such as health care, human rights, and the green movement.

VolunteerMatch — Makes it easy for good people and good causes to connect. Offers a variety of online services to support a community of nonprofit, volunteer and business leaders committed to civic engagement. Welcomes millions of visitors a year and is a preferred internet recruiting tool for more than 76,000 nonprofit organizations.

YourCause — Uses personalized web pages to leverage member’s voices, networks, and spheres of influence to improve the lives of others and connects their causes to relevant charities. Offers more than 25 nonprofit categories and boasts over 1.2 million registered nonprofits.

Do you know of any other great social giving sites? Tell us about them in the comments below and we’ll consider adding them to our list!

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