As consumer behavior changed over the past couple of years, businesses had to pivot. Many turned their focus to digital channels. In fact, Statista shows digital marketing spend as of August 2021 is as high as it’s ever been and still rising.

The work-from-home, remote employee role also became a new norm. In 2020, 71% were working from home, and the majority (54%) say they wish to have a permanent work-from-home role, according to the Pew Research Center.

While working from home may have been challenging for many employers initially, it presented new opportunities for them too, such as being able to source talent from anywhere in the U.S.

The good news is that digital marketing roles are the perfect type of remote job. So long as you have the skills and an internet connection, you can do just about anything from anywhere.

And digital marketers are in demand. In fact, LinkedIn lists “digital marketer” among the top 10 most in-demand jobs.

Of course, “digital marketer” is a pretty broad role. Within that category, businesses are looking for all types of skills, including social media, content strategy, SEO, Google Analytics, Google Ads and more.

So what does a career path in digital marketing look like? Let’s look at four in-demand digital marketing roles, their salary ranges and job requirements. Later, I’ll show you how you can uplevel your digital marketing skills to be more attractive to employers.

What Are the In-Demand Digital Marketing Jobs Right Now?

Let’s focus on four in-demand digital marketing roles:

1. SEO specialist
2. Web content writer
3. Social media marketer
4. SEM specialist
5. How to Launch or Uplevel Your Digital Marketing Career
6. FAQ: Are digital marketing careers a viable choice for job seekers looking to thrive in the online landscape? 

SEO Specialist

What they do: Having a search-engine-friendly website is critical to businesses. An SEO ensures that a website is search-engine friendly, meaning there are no issues preventing it from being crawled and indexed by search engines. An SEO also optimizes the website to get more organic web traffic, improve user experience and capture more online revenue for a business.

There are three factors that impact a website’s search rankings: the search engines, a company’s competitors, and SEO. We can’t control the search engines, and we can’t control competitors, but we can control a website. That makes the work of an SEO invaluable.

Plus, SEO is truly a never-ending process, which makes it fun and challenging. And for companies that value SEO as an ongoing strategy, it offers job security. And speaking of job security, according to research by Backlinko, SEO jobs weren’t negatively impacted by the pandemic.

Out of the digital marketing jobs out there, SEO specialists are among the highest in demand, and many of those jobs are touting remote roles.

What skills they have: So what skills do you need as an SEO? That really depends on who you ask.

According to Backlinko, the majority of SEO jobs out there were more general in nature. Only about 23% required technical SEO skills. But certain technical skills also meant more pay, like the ability to code.

Here at Bruce Clay Inc., we only hire experienced SEOs. And we place a lot of value on technical SEO skills. So it really depends on the employer and their SEO needs.

In general, SEOs need to be analytical and able to thrive in a fast-paced, ever-changing environment.

In all cases, you need to have a good foundation for how to do SEO the right way. Good SEO programs can drive revenue for a business; bad SEO tactics can cause businesses to lose money and be a near-death experience. So great care needs to be taken in how you learn and do SEO.

And guess what else? About 64% of SEO jobs don’t require a college degree, according to Backlinko. So what’s the best way to get up and running with SEO? Training and experience.

What they make: How much do SEOs get paid? It depends.

• According to Robert Half salary data, $68,500 is the median salary that SEO specialists make, with about a quarter earning above $80,000 per year.
• Backlinko states the average salary for a general SEO position is about $60,000 per year.
• Search Engine Journal (SEJ) reports from a 2021 survey that the majority working across job titles in SEO make between $50,000 and $74,000 per year.

Of course, pay varies on job level as well as the required skills and experience. For example, 30% of junior roles, according to SEJ, start between $35,000 and $49,000. But the salary climbs as you head into positions requiring five to 10 or more years of experience.

Job preparation tips: To get a sense of the types of things we look for in an SEO analyst, you can check out the types of questions we ask SEO candidates and the types of soft skills that are important to an SEO role as well.

Web Content Writer

What they do: A web content writer writes copy for websites and blogs. This is an important role in digital marketing because what is a website without quality content? A site that doesn’t have good content won’t be able to compete in the organic search results or provide a good user experience. A web content writer is the person who develops text for a website.

When done well, web content attracts more website traffic and causes visitors to take action — whether that means learning more about the company or buying a product. That makes the web content writer an invaluable asset to any digital marketing team.

It is also the web content writer’s job to create content that supports SEO keywords and the overall expertise and authority of a website.

What skills they have: Web content writers need to understand the written word, be great at research, and be able to create quality content that looks as though it has been written by an expert on the topic.

Not all writers will automatically be good at web copywriting. Writing for the web is a specialty niche and typically takes training and experience.

A good web content writer will understand how content fits into the larger digital marketing strategy. For example, knowing how to create content that competes in the organic search results can ensure that you are delivering your best work in the context of a digital marketing program.

What they make: According to the Bureau of Labor Statistics (BLS), the median annual wage for writers was $67,120 in May 2020. That can change depending on the industry and niche. For example, those in media and communications averaged $61,310, and those in professional services averaged $66,680.

Robert Half data shows that the median wage for a web copywriter is about $67,500 per year. Technical writers in marketing and creative can make a little more, with $74,250 as the median. Superpath reports the average income for a content writer $60,721.

Again, these salaries can vary based on many factors, including skills, experience and location.

Job preparation tips:

• Check out our list of marketing writer interview questions to get a taste of what an employer is looking for in a web content writer.
• Read about how content creators can upskill and add more value now.

Social Media Marketer

What they do: Social media marketers are responsible for maintaining a brand’s presence and building visibility and customer relationships within social channels. This can encompass many different activities, from creating social media business profiles and developing social media posts to engaging with customers and building relationships with influencers.

(Read this Bureau of Labor Statistics description for more on what a social media specialist does.)

Most people today are likely accustomed to using social media on a regular basis. The good news is that as digital marketing evolved over the years, it opened the doors to jobs within social media.

Businesses now see the value of having a social presence and are willing to pay someone to help them manage it.

What skills they have: Social media specialists need to understand popular and emerging social media channels. They need to be tech-savvy and somewhat analytical as they will be using various tools to manage social media.

It is also important for social media specialists to be able to understand a business’s audience. Because they help create the face of a company, social media specialists need to be able to communicate on-brand and as equals with their target audience.

They need to stay on top of trends and social issues and also know how to use discretion when handling sensitive topics. Finally, creativity and communication skills are key. Coming up with new ways to communicate from a business to an audience is critical.

This job is a good fit for anyone who is naturally social, enjoys creative content creation, and embraces analytics and reporting to show the value of their social media efforts.

What they make: The BLS lumps social media specialists with public relations professionals. And, according to their data, in 2020, the median annual wage for public relations specialists was $62,810.

Robert Half data shows that social media specialists make $53,750 on average. Data from Zippia shows that the average salary for this role is $46,000 and can go up to $61,000.

Job preparation tips: Prepare your knowledge of social media for business with these social media manager interview questions.

Search Engine Marketer (SEM) Specialist

What they do: An SEM specialist runs the paid online advertising efforts of a business. This role creates and manages ad accounts for pay-per-click platforms, including search and social media and other online ad campaigns, such as display.

Not only does the SEM specialist create or direct the creation of ads, but he or she also manages the bids for those ads and reports on the performance of the campaign.

What skills they have: An SEM specialist needs to have a deep understanding of online advertising platforms, including how to succeed in them, the rules of engagement, and so on.

This is a great digital marketing job for someone who is analytical because they’ll be looking at average bids, cost per click and other numbers every day. There is a lot of monitoring and reporting involved, so it is a good choice for someone who likes digging into data, too.

Finally, an SEM specialist needs to be creative if they are writing the ads as well. The best online ads require a deep understanding of what will get the target market’s attention in unique and emotionally resonant ways.

What they make: Salary.com reports that the median salary for an SEM specialist is $74,170, but the range is anywhere from $43,657 to $121,480. Robert Half data shows the median income as $54,250, with the top 25% making more than $68,000 per year.

As with all other jobs, pay is commensurate with experience, skills, and location.

How to Launch or Uplevel Your Digital Marketing Career

Eight-seven percent of employers say they are struggling to fill positions as a result of a skills gap. So whether you are just starting out your digital marketing career, or you want to uplevel it, training is the way to go.

At Bruce Clay Inc. we offer search engine optimization training that can get any professional up to speed on the foundations of SEO.

We’ve completely reimagined the way SEO training is delivered online. Our membership format gives students the most value with expert training as well as access to continually updated information and a variety of resources, support, and opportunities for interaction.

Whether you are an entry-level SEO or a digital marketing professional with some experience under your belt, SEO training can not only teach you how to get started with SEO best practices but also keep you up to date on industry changes and approaches to SEO.

For more, see: It’s Time to Rethink Your SEO Training or visit our SEO training site.

In summary, digital marketing has opened up a wide array of job opportunities for recent graduates and self-driven learners alike. There are a lot of options to choose from within the digital marketing space, as these roles are in demand now more than ever.

Plus, digital marketing jobs usually come with good pay, benefits and job security. Today, many of these jobs are remote, which offers great flexibility and makes them even more attractive.

Here at Bruce Clay, we’re looking for experienced SEOs, content writers, and other digital marketers. Our staff works remotely throughout the U.S. If you’d like to consider joining our excellent team, see our employment page for current opportunities.

FAQ: Are digital marketing careers a viable choice for job seekers looking to thrive in the online landscape? 

Digital marketing has emerged as a dynamic and evolving field, giving job seekers many opportunities to thrive online. Digital technology continues to advance at an incredible rate, creating many career opportunities in digital marketing for those seeking entry into the modern workplace.

Digital marketing encompasses an expansive field that encompasses various roles. These may include SEO specialists, writers of website content, social media marketers, and search engine marketing (SEM) specialists. These roles offer a spectrum of responsibilities and require various skill sets, each contributing uniquely to the digital marketing landscape. However, the overarching advantage of these careers lies in their adaptability and alignment with the ever-changing online trends.

A key attribute of digital marketing careers is their flexibility, with many positions allowing remote work arrangements. This flexibility not only offers professionals the freedom to balance their personal and work lives but also widens the talent pool for employers. With the global accessibility of remote work, employers can source talent from anywhere, fostering diversity and innovation within their teams.

Moreover, digital marketing careers often come with attractive remuneration packages. From SEO specialists who optimize websites for search engines to social media marketers who build brand visibility, these professionals are in high demand, leading to competitive salaries and benefits. The continuous growth of online business activities ensures the stability of these roles, even in the face of economic uncertainties.

Aspiring digital marketers can pave their way to success by honing specific skill sets. For example, SEO specialists must master the art of optimizing websites for search engine visibility, while content writers should craft engaging and SEO-friendly content. Social media marketers must stay abreast of platform trends and engagement strategies, and SEM specialists must effectively manage online advertising campaigns.

Digital marketing careers offer a promising pathway for job seekers looking to thrive online. With their flexibility, growth potential, and diverse skill requirements, these roles cater to various interests and expertise. To succeed in this dynamic field, professionals must cultivate a combination of technical prowess, creative thinking, and a deep understanding of the online ecosystem. By embracing these attributes, aspiring digital marketers can navigate the ever-evolving online landscape and forge a successful career path.

Step-by-Step Procedure:

1. Introduction to Digital Marketing Careers
2. Overview of the Online Landscape and Job Market
3. Explore the Diverse Digital Marketing Roles
4. Highlight the Flexibility and Remote Work Opportunities
5. Discuss the Remuneration and Job Security Aspects
6. Emphasize the Skill Sets Required for Success
7. Deep Dive into the Role of SEO Specialists
8. Uncover the Significance of Web Content Writers
9. Examine the Role of Social Media Marketers
10. Explore the Responsibilities of SEM Specialists
11. The Role of Training and Skill Development
12. Benefits of Industry-Specific Training Programs
13. Transitioning from Traditional to Digital Marketing Careers
14. Challenges and Opportunities in the Digital Landscape
15. Strategies to Excel in the Digital Marketing Field
16. Showcasing Real-World Success Stories
17. Embracing Continuous Learning and Adaptation
18. The Impact of Digital Marketing on Modern Business
19. Concluding Thoughts: The Bright Future of Digital Marketing Careers
20. Resources and Further Reading for Aspiring Digital Marketers

The post 4 Hot Digital Marketing Jobs & Salary Data; Is a Career in Digital Marketing for You? appeared first on Bruce Clay, Inc..

• You know you’re doing SEM if…
• Does “search engine marketing” include SEO? 
• What about “search marketing?”
• Defining SEM for the future 
• FAQ: How can I effectively implement Search Engine Marketing (SEM) to enhance my business’s online visibility?

You know you’re doing SEM if…

When you give a search engine money to appear on their search engine results page, you’re doing SEM.

Common SEM concerns are cost per click and cost per acquisition (CPC and CPA). These indicate how much money is being spent on search advertising and whether the return is worth it. As you begin to implement advertisements across search engines, consider how dynamic ads can supercharge your SEM campaigns.

Some other important terms used in the world of SEM include:

• Retargeting
• Geotargeting
• Dayparting
• Demographic targeting
• Mobile targeting
• and many more

Another part of defining SEM is understanding why SEM is important to search engines — it’s how search engines make most of their money.

As a result, they’re continually modifying/improving their advertising platforms. Paid search advertising takes precision so that your ad dollars aren’t wasted. That makes SEM a marketing specialty of rapid change, one of the more exciting frontiers in search.

Does “Search Engine Marketing” Include SEO?

The short answer is no. SEM and SEO are now two different roles.

The longer answer is: “Not anymore, but it’s complicated.”

When Danny Sullivan spoke about SEM back in 2001, he used it as a catch-all to describe all efforts that encouraged website traffic from search engine results pages — including paid and organic search initiatives. According to Danny then, both SEO and PPC folks worked in search engine marketing. Simple. Clear. This definition was accepted by the industry at the time.

Yet, in the 18 years since, the common understanding of the term SEM has shifted.

What caused this change? A few possible causes include Wikipedia’s page on SEM being entirely skewed toward paid efforts; Yahoo’s push of their PPC solution, and the general alphabet soup of confusing marketing acronyms. (For a detailed history of the term SEM, see Danny’s recap from 2010.)

Whatever the reason, the answer to the question “what is SEM” has definitively changed. SEM now means paid.

Today when you head to Search Engine Land, you’ll find SEM defined this way:

“SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines.”

That clearly includes pay-per-click, local search ads, product listing ads, and all advertising efforts with regard to search engines.

What about “Search Marketing”?

In place of SEM as an umbrella term, the industry coined the phrase “search marketing” (without “engine”).

Again looking at SEL, the definition of search marketing is:

“Search marketing is the process of gaining traffic and visibility from search engines through both paid and unpaid efforts.”

You may recognize that definition as Danny’s original meaning for SEM.

Defining SEM for the Future

Raise your hand if you think “SEM” is done evolving. Anyone?

I see signs that SEM will expand in meaning in the future.

In 2019, search marketing conferences are including more than just search engine advertising within the track called “SEM.”

Exhibit A: SMX West

The last in-person SMX West conference divided the tracks into SEO (organic) and SEM (paid). So that division is clear. You can expect to learn about organic ranking in the SEO track. In the SEM track, sessions focus on PPC topics like improving a Google Ads campaign.

What’s striking is the addition of advertising platforms besides Google and Bing. Sessions in the SEM track also talk about:

• Facebook
• YouTube
• Twitter
• Amazon

Exhibit B: Pubcon Las Vegas
I wondered if SMX was just an exception here. So I looked at another big marketing event, Pubcon.

It turns out that Pubcon’s “SEM” theme also covers more than just traditional search engines. Facebook advertising makes the cut. And there could be others that just aren’t mentioned in the summary description.

At least in the context of conferences, SEM can mean any variety of online ad placements. (This is somewhat counterintuitive.)

No longer are sessions merely focused on Google and Bing. They cover non-search outlets that accept ads, too.

Will this lead to another shift in the definition of SEM? Or will another term entirely take over to encapsulate the always evolving and always exciting world of internet marketing?

The scope of what we do as search marketers has grown. So should our definitions.

Search marketing, in my view, now has to include more than just organic SEO and paid SEM in the major search engines. It also involves video, server issues, site performance, voice, YouTube, Amazon, and the list goes on.

One thing is certain — the search industry continues to develop. So too, will the language we use to describe it.

If you ask what SEM is a decade from now and discover that the answer has changed once again, at least you won’t be surprised.

FAQ: How can I effectively implement Search Engine Marketing (SEM) to enhance my business’s online visibility?

Search Engine Marketing (SEM) has emerged as a vital strategy for businesses aiming to establish a prominent online presence. By harnessing the power of paid advertisements on search engines, businesses can elevate their visibility, reach their target audience, and drive valuable conversions. Consider the following expert strategies to successfully implement SEM and achieve a significant boost in online visibility.

Understanding Keywords and Target Audience

The foundation of effective SEM lies in thorough keyword research. Identify the keywords that resonate with your products or services and align with your target audience’s search queries. By comprehending your audience’s needs and behaviors, you can tailor your ad content to match their intent, ensuring higher engagement and conversions.

Crafting Compelling Ad Copies

Engaging ad copies is the heart of SEM success. Create concise and persuasive ad copies highlighting your offerings’ unique value proposition. Use compelling language, incorporate relevant keywords, and provide a clear call to action to entice users to click on your ads. A well-crafted ad copy can significantly improve click-through rates and conversions.

Optimizing Landing Pages

A seamless user experience is crucial for the success of your SEM campaigns. Ensure that the landing pages linked to your ads are relevant, user-friendly, and optimized for conversions. Consistency between your ad message and landing page content builds trust and encourages users to take the desired action, whether making a purchase, signing up, or contacting you.

Leveraging Ad Extensions

Ad extensions provide additional opportunities to enhance your ads and provide users with more information. Utilize various ad extensions, such as site links, callouts, and location extensions, to provide valuable details about your business. Ad extensions increase ad visibility and improve the overall user experience.

Continuous Monitoring and Optimization

SEM requires constant monitoring and optimization to achieve the best results. Campaign analysis should include regularly monitoring click-through rates, conversion rates, and return on investments. Ad placements, bidding strategies, and targeting can all be adjusted based on real-time data to optimize campaign effectiveness.

Effective implementation of Search Engine Marketing (SEM) can significantly enhance your business’s online visibility and drive substantial growth. By understanding your audience, crafting compelling ad copies, optimizing landing pages, leveraging ad extensions, and continuously monitoring and optimizing your campaigns, you can achieve remarkable success in the world of SEM.

Step-by-Step Procedure: How to Effectively Implement SEM for Enhanced Online Visibility

1. Keyword Research: Conduct thorough keyword research to identify relevant keywords for your business.
2. Audience Analysis: Understand your target audience’s behaviors, preferences, and search intent.
3. Ad Copy Creation: Craft persuasive ad copies that highlight your unique value proposition.
4. Call-to-Action: Incorporate a clear call-to-action in your ad copies to encourage user interaction.
5. Landing Page Optimization: Ensure landing pages are user-friendly, relevant, and optimized for conversions.
6. Ad Extensions: Utilize various ad extensions to provide additional information and improve ad visibility.
7. Bidding Strategies: Choose appropriate bidding strategies based on your campaign goals.
8. Geotargeting: Implement geotargeting to reach users in specific locations.
9. Device Targeting: Optimize campaigns for different devices, such as mobile and desktop.
10. Ad Placement: Select strategic ad placements to maximize visibility and reach.
11. Performance Monitoring: Regularly monitor key performance metrics like click-through rates and conversions.
12. Data Analysis: Analyze campaign data to identify trends and areas for improvement.
13. A/B Testing: Conduct A/B testing for ad copies, landing pages, and other campaign elements.
14. Budget Allocation: Allocate your budget effectively among different campaigns and keywords.
15. Negative Keywords: Add negative keywords to prevent ads from showing for irrelevant searches.
16. Ad Schedule Optimization: Adjust ad scheduling based on peak user activity times.
17. Quality Score Improvement: Focus on improving quality scores through relevant ads and landing pages.
18. Competitor Analysis: Analyze competitor ads and strategies to gain insights.
19. Refinement and Iteration: Continuously refine and optimize campaigns based on performance data.
20. Stay Updated: Keep up with SEM industry trends and updates for ongoing success.

The post What Does Search Engine Marketing (SEM) Mean? appeared first on Bruce Clay, Inc..

It’s not you, it’s me. Well, OK, it might be you. This is a conversation that every business will inevitably have with their PPC agency at some point. For whatever reason — perhaps you’ve outgrown your current PPC agency, or you’re not satisfied with the relationship — it’s time to move on.

Armed with the experience and lessons learned from working with your current or previous PPC agency, you may already have a good idea of what you want to ask a prospective vendor. If not, though, here are six questions that can lead to insightful answers when choosing your next engagement.

• Do you have PPC experience in our industry?
• Why do clients decide to sign with you? Why do they cancel?
• Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?
• Can you send me examples of your PPC reports?
• Can you provide use cases where you’ve improved PPC performance?
• Who will be managing my PPC campaign?
• FAQ: How important is industry-specific experience when choosing a PPC agency?

1. Do you have PPC experience in our industry?

When you hire an experienced PPC agency, they should be able to figure out ad strategies for any sector, right? Perhaps the answer is yes, but you’ll have a competitive edge if they have experience in your specific industry. And you will have a great advantage if their experience spans many industries.

Can you have both? Perhaps, but it is the ability to wield the tools like a true gunslinger that is the greatest advantage. But both are better.

Plus, some heavily regulated industries need specialized expertise when it comes to writing ads to increase the chance that ads are accepted. This includes healthcare and medicines, finance, e-commerce, and others.

It’s not just advertising platforms that oversee these regulations. For some industries, you have third-party regulators like the Federal Trade Commission with its Truth in Advertising laws and its enforcement policy designed to tackle native advertising. Then there’s the Food & Drug Administration’s regulations on drug ads, just to name a few.

Other industries require certification to even be approved to advertise for specific keywords, landing pages, and so on. Pharmaceuticals is an example.

Some things you can’t advertise at all. It’s important that your PPC vendor is intimately familiar with these industry-specific challenges. All of this is key information to know when considering your next PPC vendor.

2. Why do clients decide to sign with you? Why do they cancel?

Of course, no agency keeps a client forever, but knowing why they left is telling. Was it bad performance, high fees, or just “time to move on”? It’s also nice to know how they win clients. This will help you understand their differentiator.

Clients do move on, and failure is not always the real cause. For example, we have had cases where we’ve changed lives, yet the client eventually moved on. In one case, there was a good reason: after we helped them achieve a 34% reduction in CPA and a 70% increase in appointments, everyone in the client’s organization got promoted. Yay! Then, they brought in more staff and no longer required an agency.

3. Do you manage PPC campaigns inside Google Ads and Microsoft Ads, or do you use a bid optimization tool?

This question is designed to find out how involved the agency will be in managing your campaigns and what tools they rely on. Too much automation is not a good thing. You need the human touch to ensure that things are running smoothly and that you’re getting the desired results.

You might be able to determine how involved the potential agency would be based on their initial engagements with you. For example, did they start by performing a detailed audit with upfront research and useful recommendations? If so, it’s likely the engagement will feel the same way. That is the win compared to a superficial guess using push-button data.

A basic understanding of the efficacy of the tools they use can also help. Google can deploy “smart bidding” strategies depending on the goals of the campaign (target CPA, target ROAS, maximize conversion, and maximize conversion value).

But third-party tools often work better. This includes tools like those from Marin Software, Kenshoo, and Acquisio.

4. Can you send me examples of your PPC reports?

Here, you are looking for how they approach and communicate their PPC strategy, insights, and recommendations. Do the reports they provide seem useful and easy to understand? Or are they standard templates with charts and numbers that are hard to?

If the latter, the next best question to ask a prospective PPC agency is: How will we communicate? A report with just charts and numbers might be OK if they are followed up with meetings that go over progress. But I will mention that true experts are comfortable with either, and the report should not be a crutch.

Example PPC report (excerpts only) provided to one of our clients

There is a significant difference between data and wisdom. While data is great and reporting is necessary, what matters most will be the insight derived and then explained by the team doing the work.

5. Can you provide use cases where you’ve improved PPC performance?

It’s useful to see some PPC case studies that prove they’ve actually boosted performance versus just “managing” an account even better if they have use cases in your specific sector.

This question provides another good jumping-off point for the next discussion: What data points were you looking at during the management of the account, and what did you change based on that?

In general, you want to know that they look at the right things when trying to improve a PPC account and that the strategy matches the goal of the PPC campaign.

For example, if they noticed that the CPA for mobile devices was too high, did they scale back bidding on mobile devices? Or if they noticed that a lot of traffic came from a specific state but didn’t convert into any sales, did they exclude that state from the targeting?

Or if they were targeting conversions, did they tailor the strategy to the conversion rate by device, keywords, landing pages, and so on?

Of course, balancing data and wisdom, was the goal traffic or revenue? Was the client more concerned with branding or sales? Was the ROI on one specific sale so monstrous that it should get whatever budget it wanted? Or did this keyword generate visitors but no sales?

6. Who will be managing my PPC campaign?

This might be the most important question of all, as it can deeply impact the success of your pay-per-click advertising.

Does the agency offer you a dedicated and seasoned professional — a true expert in the field — who will get to know your brand, products, services, and account over time? Or will they delegate your account to a junior-level professional?

Specifically, ask how much experience that person has. Here at Bruce Clay Inc., we only have search engine marketing professionals with 10-plus years minimum experience in their field. This makes a huge difference in our accounts.

If you hire someone without the wisdom to manage these questions, then expect failure. And there is nobody to blame except yourself for not making a change.

Finding the Right PPC Agency

As businesses grow and evolve, so do their search engine marketing needs. Things can get stale over the course of a PPC agency engagement, and that’s OK. Sometimes, it’s just time to move on, and asking the right questions can help you find “the one” that fits your needs right now.

If you’re looking for expert PPC services, I invite you to contact us for a quote and free consultation.

FAQ: How important is industry-specific experience when choosing a PPC agency?

Selecting the ideal Pay Per Click agency could mean the difference between success and failure for businesses looking to grow their online presence. Several factors must be considered, but one often overlooked element is an agency’s expertise in your industry.

The Importance of Industry Knowledge

Industry-specific experience isn’t just an added bonus when choosing a PPC agency; it’s a fundamental requirement. A PPC agency well-versed in your industry understands the nuances, trends, and audience behaviors unique to your field. Familiarity will translate to better ad campaigns and higher returns; your PPC agency would find it harder to create effective ads without this insight.

Tailored Strategies for Success

One of the key advantages of partnering with a PPC agency with industry-specific experience is the ability to craft tailored strategies. These agencies are adept at analyzing your competitors, identifying keywords specific to your niche, and understanding your customers’ buying cycles. Such insights enable them to create PPC campaigns that are not only relevant but also highly competitive in your industry.

Quick Adaptation to Industry Changes

An experienced PPC agency keeps a vigilant eye on industry changes and adapts strategies accordingly. They are well-prepared to adjust your campaign to capitalize on emerging opportunities or mitigate threats swiftly. Without this industry-specific vigilance, your PPC campaign may lag behind, missing out on potential gains.

The Trust Factor

When you work with a PPC agency that already has a track record in your industry, you gain invaluable trust. They intimately understand your business challenges and objectives, fostering a strong working relationship. This trust ensures open communication, quick problem-solving, and a shared commitment to your digital marketing success.

Step-by-Step Procedure: How to Choose a PPC Agency Based on Industry-Specific Experience

1. Identify your industry niche and key competitors.
2. Research PPC agencies with a proven track record in your specific industry.
3. Analyze case studies and client reviews to gauge their industry expertise.
4. Schedule initial consultations with shortlisted agencies.
5. Inquire about their experience in your industry during the consultation.
6. Ask for specific examples of successful campaigns within your niche.
7. Evaluate the agency’s ability to understand your unique business goals.
8. Discuss how they stay updated on industry trends and changes.
9. Request a customized proposal tailored to your industry.
10. Compare pricing structures and contract terms among agencies.
11. Scrutinize the agency’s reporting and analytics capabilities.
12. Assess their communication and responsiveness.
13. Request references from their current or previous clients in your industry.
14. Contact references to inquire about their experience with the agency.
15. Verify the agency’s certifications and qualifications.
16. Consider the agency’s location and timezone compatibility.
17. Finalize your choice based on industry-specific expertise, communication, and budget alignment.
18. Establish clear goals and expectations in a written contract.
19. Monitor campaign performance regularly and provide feedback.
20. Maintain open communication with your chosen PPC agency to ensure ongoing success.

The post 6 Questions to Ask Your Next PPC Agency appeared first on Bruce Clay, Inc..

• What are PPC services?
• Why are PPC services important?
• How do you choose a PPC services vendor?
• FAQ: How can I make the most of Pay-Per-Click services for my business?

What Are Pay-Per-Click Services?

Pay-per-click (PPC) services help organizations manage their PPC advertising programs using a professional PPC or search engine marketing (SEM) expert. The overarching goal of these services is to help you get the best return on your advertising dollars.

PPC services apply to all online advertising platforms like Google and YouTube. But there are more.

Pay per click services can help you determine and reach the goals of your ad program, such as:

• Increased web traffic
• More leads
• Increased sales
• More in-store visits
• More phone calls
• Better brand awareness

A PPC service should also help determine which ad formats deliver the best results. They do this through a process of testing and analysis. These formats might include text ads, banner ads, mobile ads, YouTube-sponsored video ads, and product shopping ads (to name a handful).

Many businesses hire outside vendors even if they have an in-house PPC expert. PPC service providers may or may not be certified as experts in different advertising networks. The most common accreditations are Google Ads Partner and Microsoft Advertising certification.

Why Are Pay-Per-Click Services Important?

PPC services are important because running a successful PPC program isn’t easy. PPC advertising is a complex, full-time job. With the right PPC expert on your side, you’re better positioned to solve problems you’ll encounter and get a better return on ad spend.

The importance of managed pay-per-click services has grown along with the growth of digital advertising. eMarketer estimates that digital ad spending accounted for half of total media ad spend worldwide in 2019 and is estimated to reach $384.96 billion in 2020.

When it comes to pay-per-click ads, paid search captured 43.9% of total U.S. digital ad revenue, reaching $54.7 billion in 2019, according to the Interactive Advertising Bureau.

Example of PPC ads dominating the top of Google search results

Paid search presents a lot of opportunity for growth and also a lot of opportunity for wasted ad spend. Consider that some reports show that 61% of Google Ads spend is wasted. And some of the most expensive keywords in Google Ads are in the $50 per click range.

Without keeping a tight rein, you can blow through your budget fast.

How Do You Choose a Pay-Per-Click Services Vendor?

When hiring a PPC services provider, consider criteria like experience, reputation, approach, performance, and other marketing services they provide.

Advertising networks change rapidly; keeping up with those changes is a full-time job. As a result, many organizations find they get better results by working with a pay-per-click services vendor.

If you decide to hire, remember that you can choose how to structure your partnership. Some options include:

• A full-service PPC management program to manage all your PPC programs for you
• A PPC audit of current PPC campaigns to develop recommendations that either you or the vendor can implement
• Setting up a PPC program if you don’t already have one
• PPC training so your team can take it over at some point

As mentioned, there are several factors to consider when hiring a PPC services provider. Here are some to explore …

Experience

Steer clear of consultants that are getting started and agencies that have only recently added PPC services to their suite of offerings. Look for vendors that are recognized experts in the field.

Also, look at the experience level of individual team members. For example, here at Bruce Clay Inc., our SEM experts have no less than 10 years of experience in their field.

Also, as big as the Google Ads network is, it’s not the only ad network. So you want the consultant or vendor to have experience with different ad networks and formats.

The vendor should be skilled in ad strategies for different devices. After all, mobile now accounts for over half of search traffic worldwide.

Reputation

Look for a reputable company with a proven track record. Talk to your colleagues and look for the following trust signals:

• Google Partner status
• Microsoft Advertising certified professional
• BBB accreditation (in the U.S., or equivalent elsewhere)
• Solid list of previous or existing clients
• Positive online reviews and testimonials
• Active online presence

Approach

What is the vendor’s or consultant’s approach to PPC? For example, here at Bruce Clay Inc., we focus on cost-per-action (CPA) optimization management. This means maintaining your budget while lowering the cost for each click in proportion to the return on that item.

The person or team you hire should be able to clearly outline their approach to PPC services, like how we’ve done here on our PPC services page.

Goals and Performance

If the PPC services provider does little more than ask for your Google Ads login to get started, that’s a red flag. No one can deliver good pay-per-click services unless they understand your goals to start.

Likewise, you want to know how they will report on their progress in reaching your goals and also how responsive they will be along the way.

More Than Just Advertising Services

This qualification is more of a bonus. But choosing a vendor offering additional digital marketing services beyond pay-per-click can be helpful. After all, PPC does not exist in a bubble. All of your digital marketing services should work together towards common business goals.

That way, as your company grows, your existing vendor can continue to meet your needs. That’s better than having to hire an additional person or team and get them up to speed.

At the end of the day, for many companies, pay-per-click services are a necessity to compete and succeed in PPC advertising. So consider your long-term advertising and business goals, and decide what makes sense for you in terms of how you engage an SEM expert.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I make the most of Pay-Per-Click services for my business?

Pay-Per-Click (PPC) advertising has proven to be an indispensable tool for businesses seeking to enhance their online visibility and generate qualified leads. Several key strategies should be considered to harness the potential of PPC services. First and foremost, meticulous keyword research is essential. Identifying relevant and high-performing keywords that align with your business offerings will improve the effectiveness of your campaigns. Moreover, employing long-tail keywords can help target specific customer segments, leading to higher conversion rates.

Crafting compelling ad copy is the next crucial step. Your ad content should resonate with your target audience and highlight your unique value propositions. An effective call-to-action encouraging users to complete specific actions can increase click-through rates. A/B testing will show which messages resonate most with your audience and enable you to fine-tune your approach.

Effective landing pages play an equally vital role in maximizing the impact of PPC campaigns. Make sure the landing page matches up with your ad and offers visitors an obvious path of action, whether they are making purchases online or filling out email forms. An uncluttered user-friendly design that quickly loads across desktop and mobile devices will enhance user experience and increase conversion rates.

An often overlooked aspect of PPC optimization is negative keyword management. Regularly reviewing and refining your list of negative keywords can prevent your ads from appearing in irrelevant searches, thus conserving your budget for more relevant clicks. Furthermore, staying updated with industry trends and adjusting your campaigns accordingly is vital. Platforms like Google Ads often introduce new features, and staying ahead of these changes can give you a competitive edge.

Making the most of Pay-Per-Click services involves a strategic approach encompassing keyword research, compelling ad copy, user-friendly landing pages, and vigilant campaign management. By employing these strategies and staying adaptable, businesses can leverage PPC advertising to its fullest potential, driving meaningful results and achieving their goals.

Step-by-Step Procedure: Maximizing the Impact of Pay-Per-Click Services for Your Business 

1. Keyword Research: Use tools like Google Keyword Planner and SEMrush to identify relevant, high-performing keywords.
2. Long-Tail Keywords: Incorporate long-tail keywords to target specific customer segments and improve conversion rates.
3. Compelling Ad Copy: Craft ad content that resonates with your target audience and highlights unique value propositions.
4. Call-to-Action: Include a clear and compelling call-to-action in your ad to drive user engagement.
5. A/B Testing: Test different ad variations to determine which messaging performs best with your audience.
6. Landing Page Alignment: Ensure your landing page aligns seamlessly with ad content and offers a clear user journey.
7. User-Friendly Design: Design clutter-free, mobile-responsive landing pages that load quickly for enhanced user experience.
8. Negative Keyword Management: Regularly review and refine your list of negative keywords to prevent ad placements in irrelevant searches.
9. Stay Updated: Keep track of industry trends and platform updates to adjust your campaigns accordingly.
10. Budget Management: Allocate your PPC budget wisely based on the performance of different keywords and ads.
11. Ad Extensions: Utilize ad extensions to provide additional information and encourage user engagement.
12. Geotargeting: Use geotargeting to reach audiences in specific geographic areas.
13. Quality Score: Improve Quality Scores by optimizing ad relevance, landing pages, and expected click-through rates.
14. Ad Scheduling: Schedule your ads to run during peak hours when your target audience is most active.
15. Competitor Analysis: Study competitor ads and strategies to identify opportunities for differentiation.
16. Remarketing: Implement remarketing campaigns to target users who have previously interacted with your website.
17. Conversion Tracking:  Set up conversion tracking to measure the effectiveness of your campaigns.
18. Ad Positioning: Experiment with different ad positions to find the optimal placement for maximum visibility.
19. Ad Budget Monitoring: Regularly monitor and adjust your ad budget based on performance metrics.
20. Continuous Optimization: Continuously analyze data, refine strategies, and adapt to changing market dynamics for ongoing success.

The post What Are PPC Services and Why Do You Need Them? appeared first on Bruce Clay, Inc..

Online advertisers want to know how to get more out of their search marketing programs. PPC audits are just the thing to help them do that. Let’s look closer at the answers to questions like:

• What is a PPC audit?
• Why is it important?
• How do I get a PPC audit?
• Sample Google Ads PPC audit
• With PPC audits, you get what you pay for
• FAQ: How can I optimize my PPC campaign with a comprehensive audit?

What Is a PPC Audit?

A PPC audit is an analysis of a PPC program to determine how it could be optimized to get a better return on investment.

PPC is complex. Even if you’re managing your accounts according to best practices, odds are that you’ve missed something — especially if you’ve been working on the account for a while.

In addition, things change rapidly in paid search. What worked yesterday might not work today.

Google Ads posted 27 new features and announcements during the first six months of 2020. This included new features, new releases, new policies, updated interfaces, altered learning paths, discontinued features, and much more.

Layer on top of that the many small changes that don’t warrant a separate announcement, and that’s a lot of change. This is why keeping up with Google Ads, Microsoft Advertising, and other online ad networks is a big job.

Why Are PPC Audits Important?

PPC audits are important because they help advertisers resolve inefficiencies with their PPC programs — including problems they may not even be aware of that could be wasting ad spend.

Here are a few scenarios where a PPC audit can help:

• Your PPC program was doing great, but now you’re not getting the same results. What changed? What do you need to do differently?
• Your PPC program delivers great results, but you wonder if you could do even better. What opportunities are you missing?
• You’re just getting started with PPC and are struggling to get good results. What are you doing wrong?
• And the most common: You are still getting traffic, but your costs are spiraling out of control.

For all these scenarios (and others), a PPC audit is the best way to analyze your program and get recommendations to improve it.

By the way, PPC audits aren’t just for the benefit of advertisers. Poorly targeted advertising can be annoying for those doing the searches. And the opposite is true: When PPC advertising is done well, searchers appreciate it. In fact, 75% of people say paid search ads make it easier for them to find the information they’re searching for.]

How Do You Do a PPC Audit?

A PPC audit examines all your digital advertising networks and conducts analyses to determine how to optimize them.

Generally, it’s best to delay a PPC audit after making significant changes. You’re relying on data to tell the story of what’s happening in an account, so ideally, you want to accumulate a few months of data. Significant structural ad program changes can disturb the statistics and make data analysis more difficult.

PPC audits can vary greatly in depth and detail. I like to group them into two general categories:

1. Tool-based PPC audits
2. Comprehensive PPC audits

Let’s look at each of these categories in more detail.

Tool-Based PPC Audits

A tool-based PPC audit can be performed in-house or by an outside consultant or agency.

These audits use software-based auditing tools, often in combination with some almost trivial form of human analysis.

You’ll see this type of PPC audit performed most often by agencies or consultants to promote their PPC management services. They’ll audit your PPC program for free. Then, they’ll return recommendations that they’ll offer to implement for you at their regular fees.

There’s nothing wrong with this. However, these types of audits have limits and can vary greatly in how useful they are. It depends on how heavily the audit team relies on their tools and how much time they spend getting to truly understand your business and goals.

Things change rapidly in paid search. What worked yesterday might not work today.

Comprehensive PPC Audits

Typically, an experienced outside consultant or agency conducts the comprehensive PPC audit to bring a new perspective to your ad accounts. They start with interviews and evolve to dive deeply into what drives traffic.

Comprehensive audits should cover all the main advertising networks and platforms you’re in. This may include:

• Google Ads
• Microsoft Advertising
• Facebook
• Instagram
• Google Display & Video 360
• Retargeting

Typically, PPC audits put a strong focus on the Google Ads network because of its market domination. Google holds about 92% of the search engine market worldwide (as of July 2020). In comparison, Bing only has about 3% and Yahoo has about 2%.

Sample Google Ads Audit

When auditing these networks and platforms, PPC experts vary in what they analyze. If you had five PPC experts doing an audit, you would get eight different opinions. Fortunately, most would agree much of the time, with the subtlety being based upon expertise.

Let’s look at a sample for Google Ads. In Google Ads, a PPC audit may analyze the following types of information.

1. Account basics:

• How is the account organized?
• Is conversion tracking set up?
• Is the account linked to Google Analytics?

2. Campaigns:

• Are campaign settings set correctly?
• What bidding strategies are employed?

3. Targeting:

• What locations are targeted?
• Do you need location bid adjustments?
• What devices and audiences are targeted?

4. Ad groups and messaging:

• How are ad groups organized?
• Have any ads been disapproved? If so, why?
• Is ad messaging consistent and error-free?

5. Ad formats and campaign types:

• What types of campaigns and ad formats are being used?
• How are the following used: Dynamic Search Ads (DSAs), Ad extensions, Promotion extensions, Shopping campaigns, Remarketing lists for search ads (RLSA), and Display remarketing campaigns?

6. Keywords:

• What keywords are being targeted? What is their Quality Score?
• What keyword match types are being used?
• How complete is the negative keyword list?

With PPC Audits, You Get What You Pay for

At Bruce Clay, we only conduct comprehensive PPC audits run by SEM experts with no less than 10 years of experience. Complementing their experience is a suite of powerful in-house PPC tools. This allows us to dive deep into optimizing existing PPC efforts to uncover missed opportunities.

Do we charge for this service? Yes. But this is a case where you get what you pay for. You can pay half as much for bad advice, but why would you?

Consider how much of your ad spend you might already be wasting if you’re not managing your PPC program well. (By some estimates, 61% of ad spend is wasted.)

So, when you consider what type of audit to get, consider it carefully. A “free” audit might sound like a good deal. But it will never be as detailed or insightful as the one with hands-on, expert analysis and interpretation.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I optimize my PPC campaign with a comprehensive audit?

Pay-per-click (PPC), or pay-per-click campaigns, are effective tools for driving targeted traffic to your website. Their success relies on careful planning and continual optimization. If you’ve been running a PPC campaign and want to ensure it’s delivering the best results possible, conducting a comprehensive audit is essential. The following 15 steps can help you run a comprehensive audit:

1. Evaluate Your Goals and KPIs:

Before diving into the audit, clarify your campaign objectives and key performance indicators (KPIs). Understanding what success looks like is the foundation of effective optimization.

2. Analyze Keyword Performance:

Review the performance of your keywords. Identify top-performing keywords that drive conversions and remove underperforming ones to allocate your budget more efficiently.

3. Assess Ad Copy and Creatives:

Examine the ad copies and creatives used in your campaign. Ensure they align with your landing page and convey a compelling message. A/B testing can help identify the most effective ad variations.

4. Review Landing Pages:

Your landing pages play a critical role in converting PPC traffic into customers. Ensure they are optimized for user experience, load speed, and relevance to the ad.

5. Check Budget Allocation:

Allocate your budget strategically across campaigns and ad groups. Focus more on the areas that generate the highest ROI.

6. Monitor Negative Keywords:

Implement negative keywords to filter out irrelevant traffic. This helps improve the quality of clicks and reduces wasted ad spend.

7. Examine Ad Extensions:

Utilize ad extensions like site links, callouts, and structured snippets to enhance your ad’s visibility and provide additional information to users.

8. Track Conversions:

Set up conversion tracking to measure the outcomes of your PPC campaigns accurately. This data is crucial for making informed optimization decisions.

9. Assess Quality Score:

Monitor and improve your Quality Score, as it directly impacts ad position and cost-per-click. Higher Quality Scores can lead to lower costs and better ad placements.

10. Competitor Analysis:

Keep an eye on your competitors’ strategies and adjust your campaign accordingly. Identify gaps and opportunities in your approach.

11. Optimize Ad Scheduling:

Analyze the timing of your ads. Adjust ad schedules to coincide with peak user activity to increase visibility during high-converting periods.

12. Test Ad Campaign Settings:

Experiment with different campaign settings, such as bidding strategies and ad rotation. Continuously optimize these settings based on performance data.

13. Mobile Optimization:

Given the increasing use of mobile devices, ensure your campaign is optimized for mobile users. Responsive ads and mobile-specific bidding can improve results.

14. Implement Ad Extensions:

Leverage various ad extensions, like call and location extensions, to provide additional information and encourage users to take action.

15. Monitor and Adapt:

Regularly review and adjust your PPC campaign based on performance metrics. Optimization is an ongoing process.

By following these steps and continuously refining your PPC campaign through audits, you can optimize your ad spend, improve your campaign’s effectiveness, and drive better results. Remember, successful PPC management combines data-driven analysis and creative strategy. Stay proactive, and your PPC campaign will thrive.

The post What Is a PPC Audit? Why Are PPC Audits Important? And How Do You Do a PPC Audit? appeared first on Bruce Clay, Inc..

Start with this question: Do you believe that Google is in the business of making money? The obvious answer is YES! So it is vital that you pay attention to the what, why, and how of PPC.

• What is PPC?
• Why should I do PPC?
• How do I do PPC?
• PPC: The bottom line
• FAQ: How can I effectively leverage PPC advertising for my business?

What Is PPC?

PPC, or pay-per-click, is a method of online advertising in which advertisers pay for each time a person clicks on their ad. Simply put, the search engine or other platform gets paid only when it sends traffic to an advertiser’s website via someone clicking an ad.

Google continues to be the most popular venue to buy PPC ad space, followed closely by Facebook. Together, they make up the majority (over 60%) of digital advertising dollars spent in the U.S., with Amazon in third place but increasing.

Source: eMarketer estimates as of October 2019

Search engines earn the lion’s share of their revenue from ads. For instance, Google gets an estimated 83 percent of its revenue from advertisers who buy space in its ad network.

In the search results, you can find PPC ads in many places. Google points out that:

Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.

Keep in mind: Google has been known to rehaul the layout of the SERP completely, including how ads are displayed. It’s also not uncommon for ad displays to change based on the search query of the user.

PPC ads like those that show up on the search results page are just one type in many ad types available to businesses. Some other types include:

• Native advertising
• Display ads
• Social ads
• Retargeting and remarketing ads
• Local Search ads
• YouTube ads
• Google Shopping ads

Why Should I Do PPC?

Pay-per-click advertising can drive sales, leads, traffic, brand awareness, and marketing campaign support.

If you’re thinking about digital ads, you’re in good company: U.S. digital ad spending topped $129 billion in 2019, with the highest spending in the search marketing category.

Statista estimates as of March 2020

While COVID’s impact on digital advertising is still unclear, ad spending will continue growing each year.

Pay-per-click is a great complement to other marketing efforts like SEO. Here are a couple of reasons why PPC and SEO work well together.

First, PPC and SEO together are part of a whole-SERP strategy.

You should maximize visibility on a search engine results page (SERP) with a whole-SERP strategy, and that includes ads. A whole-SERP strategy also takes into account which content will satisfy a user’s intent (what they are looking for when they type a query into Google). Ads satisfy queries with the intent to buy.

Second, PPC can offer instant gratification, while SEO is a long-term strategy.

PPC can support shorter-term needs and specific business goals (for example, branding or lead generation). SEO is a longer-term strategy that can be progressing in the background. Meanwhile, PPC can deliver initial results while SEO gains momentum over a period of months.

Aside from SEO campaign support, consider some of these PPC advertising stats:

• About 65 percent (64.6 percent) of people click on Google Ads when they are looking to buy an item online. (WordStream)
• Seventy-five percent of people say paid search ads help them find the information they’re searching for on a website or search engine. And 33 percent click on a paid search ad because it directly answers their search query. (Clutch)
• The top three ad spots for a commercial query take 41 percent of the clicks on a page. (WordStream)
• Businesses generally make an average of $2 in revenue for every $1 they spend on Google Ads. (Google)

How Do I Do PPC?

Here are five major steps to consider in a PPC campaign.

1. Focus on the major PPC network providers.

Google is the leader in search advertising, though Bing may be more appropriate for certain demographics.

2. Aim for good PPC quality scores.

Google explains what goes into an advertiser’s quality score and why it matters:

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

3. Audit existing PPC campaigns.

Every business that is advertising can benefit from ongoing tune-ups. This can make accounts perform better and save tons of money.

Right now, it’s especially important to reevaluate your search ad strategies. Make sure that your geotargeting and other settings still apply and that your messaging fits with the current situation.

4. Monitor results.

Watch your PPC results. Make changes on an ongoing basis to enhance account performance.

5. Research new and emerging strategies.

Things are always changing in PPC. Stay on top of trends and opportunities for enhancements in your campaigns.

PPC management can be a full-time job that requires specific expertise. So businesses that are considering it should also consider hiring a consultant or agency.

Checklists from Google and others (like the one I’m about to share) can be overly simplified when it comes to the complexities of succeeding in PPC. However, in general, here are some of the steps in running a healthy PPC campaign:

1. Define your campaign strategy.
2. Perform keyword research and select the right keywords.
3. Create ad copy and messaging.
4. Create or identify landing pages on your site for the ad to take searchers to.
5. Implement campaign conversion tracking.
6. Submit ads to the networks for approval.
7. Establish and track PPC account settings.
8. Watch and adjust PPC bids for ROI.
9. Use the right PPC tools to optimize things like cost per acquisition.
10. Identify irrelevant keywords and add them to negative keyword lists to prevent wasted clicks.
11. Perform monthly analyses to identify performance trends.
12. Make changes based on performance trends.
13. Always test and optimize your ad copy.
14. Know which PPC keywords you’re ranking for organically. For example, if you already rank No. 1 for a keyword, you may want to put your limited PPC budget elsewhere.
15. Create and define audience lists (used in remarketing, for instance) for better targeting.
16. Do a competitive landscape analysis. Identify keywords you might bid on to ensure maximum impression share for your business.
17. (For ecommerce) Set up Google Shopping ad campaigns.

And above all: Focus on generating more-targeted, less costly, and converting traffic.

PPC: The Bottom Line

In sum, PPC is a form of online advertising in which advertisers pay each time a person clicks on their ad. Companies do pay-per-click advertising to drive sales, leads, traffic, brand awareness, and marketing campaign support.

PPC management can be a big job that requires the expertise of an agency or consultant to get the best results. But you can get a sense of what’s required by following the steps outlined in this article. It is complex and takes time to master so assume there is a serious investment besides the cost of the ads.

If you’d like to discuss how we can help you increase your targeted PPC traffic, conversions, and revenue, contact us for a no-obligation quote.

FAQ: How can I effectively leverage PPC advertising for my business?

Pay-Per-Click (PPC), or online advertising, has quickly become an effective strategy for businesses looking to increase their visibility and bring targeted visitors. When using PPC ads effectively it’s crucial that expertise meets innovation.

1. Understanding Your Goals:

Begin by defining clear objectives for your PPC campaigns. Are you looking to boost website traffic, increase sales, or generate leads? Your goals will shape your entire PPC strategy.

2. Budget Allocation:

Determine your PPC budget carefully. Allocate resources based on your objectives and the competitiveness of your industry. Remember, a well-distributed budget is crucial for sustained success.

3. Keyword Research:

Extensive keyword research is the cornerstone of a successful PPC campaign. Use tools like Google Keyword Planner to identify relevant keywords with high search volumes and low competition.

4. Compelling Ad Copy:

Craft persuasive ad copies that resonate with your target audience. Highlight unique selling points and include a compelling call-to-action (CTA) to drive clicks.

5. Landing Page Optimization:

Ensure that your landing pages align seamlessly with your ad copy. Optimize them for fast loading, mobile-friendliness, and user-friendliness.

6. Ad Extensions:

Utilize ad extensions like site links, callouts, and structured snippets to provide additional information and entice users to click on your ads.

7. A/B Testing:

Regularly conduct A/B tests to refine your ad copies, landing pages, and keywords. Continuously optimize your campaigns for better performance.

8. Quality Score Improvement:

Google assigns a Quality Score to your ads based on relevance and click-through rates. Aim for high-quality scores to lower your cost-per-click (CPC) and improve ad positioning.

9. Negative Keywords:

Identify and add negative keywords to your campaigns to prevent your ads from appearing in irrelevant searches, saving you money.

10. Monitor and Adjust:

Regularly monitor your campaign performance using analytics tools. Make data-driven adjustments to improve your ROI.

11. Competitor Analysis:

Keep an eye on your competitors’ PPC strategies. Learn from their successes and mistakes to stay ahead in the game.

12. Remarketing:

Implement remarketing campaigns to target users who have previously engaged with your site but didn’t convert.

13. Geographic Targeting:

If your business is location-specific, use geographic targeting to focus your ads on relevant regions.

14. Ad Schedule Optimization:

Identify peak times when your target audience is most active and schedule your ads accordingly.

15. Ad Placement Options:

Consider using both search and display networks to reach a broader audience.

16. Ad Rotation:

Experiment with different ad rotations to find the most effective ad variations.

17. Conversion Tracking:

Implement conversion tracking to measure the success of your campaigns accurately.

18. Stay Updated:

Stay informed about PPC industry trends and Google’s algorithm changes to adapt your strategy.

19. Seek Professional Help:

If PPC seems overwhelming, consider hiring a PPC expert or agency to manage your campaigns effectively.

20. Continuous Learning:

PPC is dynamic. Invest time in continuous learning and stay flexible to adapt to changing market conditions.

By following these steps, you can develop a robust PPC advertising strategy that not only drives traffic but also converts visitors into loyal customers. Remember, the world of PPC is ever-evolving, so keep experimenting and refining your approach for sustained business success.

The post What Is PPC? Why Should You Do PPC? How Do You Do It? appeared first on Bruce Clay, Inc..

As we continue to weather uncertain times, many businesses are reviewing their current advertising. Recent reports show search ad spending is down as much as $8 billion. Even Google slashed its marketing budget by 50% in the last week.

Not every industry is going to be impacted in the same way. Indeed, some sectors are seeing increased volume and performance.

Regardless, Google is rallying to help businesses affected, including $340 million in Google Ads credits for SMBs.

Right now, there is one thing that all industries have in common: the ability to use ads to their advantage. As I’ve outlined previously, now is not the time to completely stop marketing or advertising.

Even if you’re in a sector that is almost at a complete halt, you can use search ads to keep in touch, stay on top of mind, and drive conversions.

• Pivot your offerings
• Change your messaging
• Consider location targeting
• FAQ: What trends should I consider for location targeting in a changing location? 

1. Pivot Your Offerings

In response to current conditions, many businesses are pivoting their focus completely, or offering free or low-cost versions of their products and services.

For example, booze makers are turning to hand-sanitizing products amidst the shortage. Others are now offering free shipping.

Microsoft Advertising released insights and trends that include specific advice for certain industries. The auto industry, for example, should be focusing on deals and incentives right now.

Whatever it is that is changing with your business, you’re going to need to communicate it, and you can do that with search ads.

2. Change Your Messaging

Now is the time to revamp your messaging if you haven’t already. For many businesses, ads are on autopilot. But you need to make sure your messaging matches the current tone of the crisis.

For airlines and hotels, that may mean discussing future travel plans. For restaurants, you may want to highlight delivery and pick-up options, and how you are ensuring food safety.

For some, that means promoting top-of-the-funnel content in your search ads. This could include videos, podcasts, webinars, and other marketing initiatives. It might be as simple as driving ad traffic to landing pages with COVID-19-specific information.

And yes, you can use PPC for crisis communications. The manufacturers of Corona beer would have had the perfect opportunity to do so when people stopped buying Corona beer after the coronavirus outbreak.

So think about it. What key information do you need to disseminate when someone searches for your brand online right now? Use the search ads channel to your advantage as people are still searching online, albeit in different ways.

3. Consider Location Targeting

Make sure you think about how the current crisis will impact your location targeting now and in the future.

It’s no surprise that 20 percent of advertisers have decreased their local geotargeting as a result of COVID-19.

But what about the future? In a recent post, I talked about how the current crisis will change the way we live and search. And that can have huge implications for search advertising.

In the future, city centers may see a dramatic decrease in foot and car traffic, impacting local businesses. Local neighborhood businesses, on the other hand, have the potential to reign as a result of a new work-from-home economy.

For both categories of local businesses, a customer’s first touch point is likely to be a Google search (versus the normal kind of traffic that local businesses tend to see).

In conclusion, yes, we’re in uncertain times. But one thing we have control over is how we add value now and communicate that to our audience. Search ads are just one way we can show our audience we are still here.

Interested in helping manage your PPC search marketing? Contact us for a free consultation.

FAQ: What trends should I consider for location targeting in a changing landscape?

Location targeting has become a cornerstone of successful marketing campaigns. With consumer behavior and technology constantly evolving, it’s essential to stay ahead of the curve. Here, we’ll explore the key trends you should consider for location targeting in this changing landscape.

1. Hyper-Personalization is King

In a world inundated with marketing messages, hyper-personalization stands out. Leveraging user data, you can tailor your content and offers to individual preferences. This not only enhances customer engagement but also boosts conversion rates. Utilize advanced analytics tools to gather insights into consumer behavior, enabling you to create highly targeted campaigns.

2. Privacy Matters More than Ever

With increasing concerns about data privacy, it’s crucial to prioritize user consent and data security. Transparency in data collection and usage builds trust with your audience. Ensure compliance with data protection regulations like GDPR and CCPA to avoid hefty fines and maintain a positive brand reputation.

3. Geofencing for Precision Targeting

Geofencing allows you to draw virtual boundaries around specific geographic areas, triggering personalized content or offers when users enter or exit these zones. This trend is particularly valuable for local businesses seeking to attract nearby customers. Ensure your geofencing strategy aligns with your target audience’s movements.

4. AI and Machine Learning Integration

Artificial Intelligence (AI) and Machine Learning (ML) technologies can analyze vast datasets and provide real-time insights. Implement AI-driven algorithms to predict user behavior and automate decision-making processes, optimizing your location targeting efforts.

5. Augmented Reality (AR) Experiences

AR is gaining ground in location-based marketing. Brands are using AR to create interactive, immersive experiences for customers. By integrating AR elements into your campaigns, you can engage users in novel ways and leave a lasting impression.

The landscape of location targeting is ever-changing, but by staying informed about these trends, you can position your marketing efforts for success. Hyper-personalization, data privacy, geofencing, AI, and AR experiences are all pivotal aspects of this dynamic field. Embrace these trends, adapt your strategies, and watch your marketing campaigns thrive in the changing landscape.

Step-by-Step Procedure:

1. Begin by understanding the importance of location targeting in modern marketing.
2. Embrace hyper-personalization as a core strategy, utilizing advanced analytics for insights.
3. Prioritize user data privacy and comply with relevant data protection regulations.
4. Explore geofencing techniques to engage local audiences effectively.
5. Implement AI and ML technologies to optimize your location targeting efforts.
6. Consider integrating AR experiences into your campaigns for enhanced engagement.
7. Continuously monitor industry trends and adapt your strategies accordingly.

By following these steps, you can effectively leverage location targeting trends to stay competitive in the ever-evolving marketing landscape.

The post 3 Simple But Powerful Search Ads Strategies To Use Right Now appeared first on Bruce Clay, Inc..

Working from home has been a growing trend for years now. By 2018, nearly a quarter of the workforce already worked from home in some capacity. Other research shows the number as high as 43 percent.

With the pandemic we’re now facing, the number of remote workers has exploded. A recent survey shows that 85 percent of employers are encouraging employees to work from home now.

Crisis aside, this could be a welcomed change for many. Research shows that employees want to work from home. Eighty-two percent of working professionals would like to work from home one day a week or more. Fifty-seven percent want to work from home for three or more days.

Unfortunately, the recent crisis has thrust many ill-equipped businesses into a work-from-home (WFH) scenario.

So we’re facing an experiment. Those who can work out the tweaks now may be prepared for a future where WFH could be the norm. And there are a lot of benefits that come with that.

Of course, some industries and job roles are better set up for WFH than others. Luckily, digital marketing is one of those industries that can thrive … if you can get it right.

• How remote work creates opportunity for search marketing agencies
• The pros and cons as search agencies face WFH mandates
• We can do this
• FAQ: What are the top challenges of remote work for search agencies, and how can they be overcome?

How Remote Work Creates Opportunity for Search Marketing Agencies

A couple of years back, Bruce Clay Inc. started exploring the idea of a remote workforce. But the concept wasn’t just to let regional employees work remotely. It was to find talent outside our location to employ workers wherever they lived.

We knew that if we limited our talent search geographically, there was less of a chance we could continue to build a high-caliber agency team.

See, the typical SEO company/agency scenario goes like this: After competing for seasoned pros in the local talent pool, you start hiring entry-level pros and interns.

Then, you have the monumental task of training them, mentoring them, and getting them up to par to work on accounts.

But this employee only lasts so long. Many new professionals want new roles with more money and better titles. Then comes the turnover, and the cycle begins again.

In this environment, if you are restrained to one location for talent, the workforce implodes.

That’s why we decided to create a work-from-home (WFH) workforce. This has allowed us to hire only the most seasoned digital talent. Right now, our team extends throughout the U.S., and all of our analysts have a minimum of 10 years of experience, with an average of over 15 years.

As a result, we’ve found employees to be very happy working with our company but with the flexibility of living where they want. Client satisfaction is up, too, because our clients work only with experts.

The Pros and Cons as Search Agencies Face WFH Mandates

A remote workforce has been shown to be more productive. For instance, one in four workers quits a job because of the commute. But remote workers put in the equivalent of 1.4 additional days per month on average (16.8 more days per year).

One study suggests that WFA employees (work from anywhere) are even more productive than WFH workers.

Remote working is not without its challenges. But if you know what those challenges are, you can be better prepared to address them.

And surprise: The biggest challenges have nothing to do with distractions, being in a different time zone or staying motivated.

Instead, remote workers cite unplugging after work, loneliness, and communication and collaboration as the top issues:

Technology rules here. Making sure that employees have the right equipment and stay connected is key, as “cabin fever” is an issue now, too. We’ve found that using tools like Slack and Basecamp and having daily huddles helps.

The sudden changes that many search marketing agencies are facing now create more challenges (versus a properly planned WFH program).

For instance, many agencies are going to find that a workforce of entry-level professionals who need mentoring is going to fail in the current environment.

In our experience, seasoned pros fare much better in a remote situation. They don’t need the same level of guidance.

Can this be addressed with virtual learning solutions? Sure, but perhaps not quickly enough in this situation.

This article has good tips on managing a newly remote workforce. And this one gives advice on the logistics.

We Can Do This

This wasn’t a planned exercise. But many are proving that WFH can work. The technology is there; the blueprints are available.

For many search agencies, the new challenge will be: How do you keep them on the farm when they’ve been to the big city? Many employees will prove they can be just as productive working from home and happier doing it.

In the meantime, as you work through the logistics, free resources are here to make working from home go smoothly.

If you could use expert assistance with your paid or organic search marketing, contact us for a free quote.

FAQ: What are the top challenges of remote work for search agencies, and how can they be overcome?

Remote work has recently become the new norm, offering flexibility and convenience. However, it poses unique challenges for search agencies that rely heavily on collaboration, research, and client interactions. In this article, we will dissect the top challenges of remote work for search agencies and offer practical strategies for conquering them.

1. Maintaining Team Cohesion: Search agencies thrive on collaboration and brainstorming sessions. In a remote setup, it’s challenging to replicate the spontaneous exchange of ideas that happens in an office environment. To overcome this, foster a virtual teamwork culture by scheduling regular video meetings brainstorming sessions, and using collaboration tools like Slack or Microsoft Teams to encourage communication.
2. Client Communication and Trust Building: client relationships are pivotal for search agencies. Remote work can hinder face-to-face interactions. To tackle this, leverage video conferencing for client meetings to maintain a personal touch. Additionally, ensure timely and transparent communication to build trust.
3. Data Security Concerns: Handling sensitive client data is a significant responsibility. With employees working remotely, data security becomes a paramount concern. Implement robust security protocols and VPNs, and ensure employees are well-educated on data protection measures to mitigate risks.
4. Monitoring and Productivity: It can be challenging to monitor employee productivity remotely. Implement time-tracking software and establish clear KPIs to ensure everyone is on track. Trust your team but verify their progress to maintain productivity levels.
5. Employee Burnout: Remote work can blur the boundaries between work and personal life, leading to burnout. Encourage employees to establish clear work hours and take regular breaks. Promote a healthy work-life balance to prevent burnout.

Step-by-Step Procedure to Overcome Remote Work Challenges for Search Agencies

1. Schedule regular video meetings and brainstorming sessions to maintain team cohesion.
2. Use video conferencing for client meetings to build and maintain client relationships.
3. Implement data security protocols and VPNs and educate employees on data protection.
4. Utilize time-tracking software and set clear KPIs for productivity monitoring.
5. Encourage work-life balance and regular breaks to prevent employee burnout.

Remote work presents unique challenges for search agencies, but these hurdles can be overcome with careful planning, communication, and the right tools. Search agencies can thrive in remote work by prioritizing team cohesion, client relationships, data security, productivity monitoring, and employee well-being.

This article was updated on December 20, 2023.  

The post Will Work-From-Home SEO and PPC Teams Be the Rule Going Forward? appeared first on Bruce Clay, Inc..

Event coordinators: You can update your event information in Google according to these new schema properties for postponed and canceled events.

You can attend digital marketing conferences all over the world, and 2020 has more than ever. For this year’s update of our Digital Marketing Conference Calendar, we found more than 450 events scheduled from Los Angeles to Lebanon!

So where will you go in 2020? Use our list to explore and then plan your year ahead. If you’re into marketing, you’ll find a conference for you whether in search, PPC, content marketing, blogging, social media, analytics, UX or a specialized focus like WordPress, local, or video.

Why go to a conference? Attending an event in person is the quickest way to grow professionally. A live event gives you information plus … inspiration, friendships, confidence, and much more.

NOTE: We add events to this list continually — see ones marked “NEW” for updates throughout the year.

Below you’ll find digital marketing conferences organized in three ways: by geographic region, by topic focus, and by month. You can also download the calendar for viewing in your Google Calendar, where you’ll always see the most up-to-date information. (Click here to skip to the full downloadable calendar.)

Just click a marketing conference name to visit its website, get all the details, and register. Happy planning!

2020 Marketing Conferences by Location:

• U.S.
• Canada
• Europe
• UK
• Asia
• Australia
• Africa
• Latin America
• Middle East

2020 Marketing Conferences by Topic:

• Advertising / PPC
• Affiliate marketing
• B2B marketing
• Blogging
• Content marketing
• Data / analytics
• Digital marketing (general focus)
• Local marketing
• Miscellaneous (specialized)
• Retail / ecommerce
• Search
• Social media
• UX / conversion
• Web development
• WordPress

To see all 450+ digital marketing events organized month by month through 2020, jump down to the full calendar.

We compile this list of marketing industry events to help you plan ahead. Register early, and you can save hundreds on 2020 conference fees by taking advantage of early bird rates!

• 2020 digital marketing conferences by region
• 2020 digital marketing conferences by topic focus
• Download the digital marketing conference calendar

2020 Digital Marketing Conferences by Region

Events are listed below by their geographic region: U.S., Canada, Europe, UK, Asia, Australia/New Zealand, Africa, Latin America, and the Middle East. Scroll down if you’d rather view events organized by topic focus or on a month-by-month calendar.

U.S. Conferences

Canada Conferences

Europe Conferences

UK Conferences

Asia Conferences

Australia & New Zealand Conferences

Africa Conferences

Latin America Conferences

Middle East Conferences

2020 Digital Marketing Conferences by Topic Focus

Here, you can find events listed by their primary focus, though many cover a wider range of topics. Click the conference links to read detailed descriptions. (See the full calendar here.)

Advertising / PPC

Affiliate Marketing

B2B Marketing

Blogging

Content Marketing

Data and Analytics

Digital Marketing

Local Marketing

Miscellaneous (Specialized)

Retail / Ecommerce

Search

Social Media

UX / Conversion

Web Development

WordPress

Download the Digital Marketing Conference Calendar

FREE RESOURCE: It’s easy to add this Digital Marketing Conference Calendar so you can view it (optionally) in Google Calendar.

Add this calendar of events to your Google Calendar viewing options.

Fast Facts for 2020

• We found 477 conferences in all, making 2020 a banner year for marketing folks. And we’ll keep updating this post and the conference calendar throughout the year.
• This list contains events in 57 countries!
• March is the busiest conference month this year, with 90 events around the world.
• London, UK, tops the list this year with 26 marketing conferences — more than in any other city in 2020.
• South by Southwest (SXSW) in Austin, Texas, is the longest event at 10 days!

Have an Event to Add? Submit Your Event

If you know of an event that should be included on this calendar, we want to hear about it!

Only in-person conferences associated with digital marketing will be accepted. Meetups and online-only events are excluded from this calendar.

To submit a conference, please email Social-BC[at]BruceClay[dot]com. Give us the name, dates, and a link to the event website. We’ll be happy to add your event to the calendar.

[conference image credit: Marketing Land]

If you like this resource, please share it! And for more news from Bruce Clay Inc., subscribe to our blog.

The post Digital Marketing Conferences in 2020: Calendar of 450+ Marketing Events Around the World appeared first on Bruce Clay, Inc..

You need to select phrases worth targeting. Sure, search engines understand concepts that are semantically connected and don’t just match keywords anymore. But when you write a webpage or design an ad, you still need to know which words to use that will do the best job conveying your concepts to searchers.

Many keyword tools lump variations together, like singulars and plurals. And they may ignore regional differences altogether.

So you may be left in the dark, just guessing.

Enter Google Trends. This surprisingly flexible and free tool can shed light on your keyword research. It gives relative search volume data — helping you choose between close alternatives, discover regional preferences and more.

Here, I’ll show you five ways to use Google Trends to make enlightened SEO keyword choices.

1. Discover Keyword Variations by Region

Your keyword research tool may not show differences in terms across a region or a country. Or it may look like the search volume is too low for you to worry about some keyword candidates. Sometimes that’s true, but sometimes it’s not.

As an example, what should you call something to put on the bed of a truck? If you’re on the East Coast, you’re likely to use the term “truck cap” or “camper shell.”

Looking these terms up in SEMrush provides keyword volume data and difficulty scores for the queries. You can also see a few alternative terms. However, there’s little or no information for these variations in a standard keyword tool.

As a result, you might be tempted to just write about truck caps and camper shells, and leave it at that.

Don’t stop there! If you enter all of the keyword suggestions you find into Google Trends, you’ll see a bigger picture.

That’s because people in different regions search for different terms. You can look at the chart by subregion to see this clearly.

So if your website targets the Pacific Northwest, you’ll want to include truck canopy. And in places like Montana and Illinois, you’ll want to talk about truck topper, too. These make sense for those markets.

Which of those two images would you rather use to make a case for your keyword and content recommendations?

You might wonder why the other keyword tools didn’t show any meaningful data for the alternative search terms. It’s likely because their data is based on nationwide searches. But we know it’s important to speak the language of our customers. So use Google Trends to help find keyword ideas for unique content by region.

2. Spot Changing Trends

Language and search behavior change over time. How can you make sure your content reflects these changes?

Case in point: We used to call ourselves an “internet marketing” company. Several years ago, Google Trends confirmed that “internet marketing” was declining as a search term. “Digital marketing” was rising. So we updated our site to reflect how people were searching for our services.

By the way, “digital marketing” no longer fits our services as it’s become a very broad term. What we really do is provide great consulting services for “search marketing” (SEO, PPC, content, and social), but we do not do email or CRO or reputation management or PR and so on. So our keywords have evolved again.

Sometimes trends swing quickly and permanently.

For instance, Google AdWords rebranded to Google Ads in July 2018. A month later, Google Ads had already overtaken Google AdWords in relative search volume — which the trend chart shows:

Searchers change terms and adapt their searches faster than you (or your boss) might think. So plan to check Google Trends regularly. Watch for competing trends and update your content accordingly.

Searchers change terms and adapt their searches faster than you might think. So plan to check #GoogleTrends regularly. Watch for competing trends and update your content accordingly.
Click To Tweet

3. Augment Your Google Analytics

Do you ever notice a big shift in your website analytics data and wonder what’s going on?

There may be times when you don’t have enough historical data to know if your site is seeing an expected change in visits, or if something unusual has happened, maybe in the world at large.

Look in your analytics and Google Search Console data for organic traffic to your landing page for a particular keyword. Also look in Search Console for organic search queries related to your term. Compare this to Google Trends for the same searches, and you can get a more detailed understanding of your site in comparison to larger search trends.

4. Find Spelling Preferences

Keyword search volume tools often lump results together.

“Donut” and “doughnut” are listed as having the same search volume in SEMrush. Google Keyword Planner won’t even give volume results for the spelling “doughnut” — even though “doughnut” is the preferred spelling by the Associated Press (which guides most blog and newspaper writers).

But using Google Trends, you can actually compare spellings to see how much search volume each variation gets.

More importantly, notice the annual spike in search trends for all these donut-related terms?

Scroll down to the Related queries section, and you can see searches related to National Donut Day in the U.S. (the first Friday in June). Aha! You have a new content idea for your site’s donut silo.

Using #GoogleTrends, you can actually compare spellings to see how much search volume each keyword variation gets.
Click To Tweet

5. See What’s Trending Today

Don’t forget daily and realtime search trends. Google Trends lets you change the length of time for your research to just the past day, past 4 hours, or even the past hour!

When there’s an out-of-season spike in visits to your avocado recipes and your PPC budget for those related terms is spent by lunch, the trending searches can point out the avocado recall announcement and give you terms to add as negatives in your campaigns.

Avoid Data Pitfalls Where Google Trends Messes Up

Google Trends can get confused, however.

Searching for “dish soap” and “soap dish” shows identical search interest over time (you can’t even see the blue line below the red in the chart below). Yet they are two very different terms, and their results in a Google search are completely different.

Search volume data confirms that there is a difference in the terms, as you would expect:

Another workaround for this Google Trends glitch is to use a plural for one or both search terms, when it makes sense.

You can see that the trends for “dish soaps” and “soap dishes” are distinctly different.

Similarly, “marketing technology” and “technology marketing” also show identical search volumes in Google Trends.

When your common sense tells you that can’t be right, you’ll want to verify with another source. This could be as simple as performing a search in Google. Or you can look at comparison search volumes in another keyword research tool to see if searches really are identical.

Conclusion

Remember, you are not your target market. You might be in your pickup with a truck cap and eating a donut, while your reader is driving around Seattle with a truck canopy and trying to find a doughnut.

Use Google Trends to shed light on your keywords and help you know exactly what you should call things when.

Need more SEO keyword tips?
See additional information by checking out the following links within our SEO Guide:

• Keyword Research
• Choosing Keywords for SEO Relevance
• How to Use Keywords in Content

Like this article? Please share it with others who can benefit from these search marketing tips!

The post 5 Enlightened Ways To Use Google Trends for Keyword Research appeared first on Bruce Clay, Inc..