Aidan - 2/3 - Digital Marketing Agency

rel-attributes

Rel Attributes – What to use and how to use them

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Websites are getting more complex every day, so as Digital marketers we should be looking for ways that make it easier to help search engines better understand our sites.  One such technique is employing the use of Rel attributes.  These show the relationship between a page and another document. In this post I am going to go through some of the main ones, and give you examples of how they can be used. Rel=”nofollow” “Nofollow” provides a way for webmasters to tell search engines “Don’t follow links on this page” or “Don’t follow this specific link.”  instruct robots not to crawl a specific link. For example:  sign in In general, we don’t follow them. This means that Google does not transfer PageRank or anchor text across these links What are Google’s policies and some specific examples of nofollow usage? Untrusted content: If you can’t or don’t want to vouch for the content of pages you link to from your siteyou should nofollow those links. This can discourage spammers from targeting your site, and will help keep your site from inadvertently passing PageRank to bad neighborhoods on the web Paid links: A site’s ranking in Google search results is partly based on analysis of those sites that link to it. In order to prevent paid links from influencing search results and negatively impacting users, we urge webmasters use nofollow on such links.  Read More

Market to Accountants, Lawyers – Any Job You Choose

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There is now a new way of advertising on LinkedIn which helps you target your promotions by geography, industry, company name, job type and more.

Advertising on LinkedIn is not new – you have been able to do that for a few years now. However, LinkedIn has recently been developing it’s platform into a content sharing hub, and now they are ready to monetise that move. Following Facebook and Twitter, they have introduced ‘sponsored updates’ allowing you to promote any of your company page posts into the feeds of your target audience.

These ads will show in the home page feed of your target audience, on both mobile and desktop devices. Users will be able to interact with them as they could with any other post, or they can hide them.

It is a very easy platform to use, and you can have a campaign up and running quickly. All you need are a business page and a LinkedIn advertising account.

How to Get Started

Step 1. First you need to decide which post you want to promote, or craft a new post specifically for your target audience. Once the post is published, you will see a ‘Sponsor Update’ link to allow you to promote it.

Step 2. You will then be asked to select your audience, and you can narrow it down by;

  • Location
  • Industry
  • Company
  • Job Type
  • Education
  • Skills
  • Group
  • Gender
  • Age bracket.

Step 3. Decide whether you want your payment method to be cost per click (pay whenever someone clicks, likes or comments on your post), or cost per impression (pay whenever someone sees your post).

Step 4. Choose an end date – or run indefinitely and know that you can go in and switch it off whenever you like.

Step 5. Analyse Results – You can look at the interactions for each of your sponsored posts – including clicks, likes or comments. Even more interestingly, you can compare those statistics to how the post performed‘organically’ (i.e. in the audiences where it isn’t sponsored – your normal followers)

Suggestions for Content to Post

  • Recent news and PR. For example, won an award? Let even more people know.
  • eBook, whitepaper, research or other. Share knowledge – show you’re the expert.
  • Show off a new hire
  • Promote new products or services you want a certain audience to know about.
  • If you are doing a recruitment drive, you might want to post about employee events or benefits
  • Do you have an old blog post or other piece of content which was amazingly successful? Repost that.
  • Promote an upcoming event or sale

Tips:

  • We recommend writing a blog post or article specifically targeted at your LinkedIn audience.
  • Like all ads, try and write an eye-catching headline, but remember that this post will be instream, if you make it too salesy, it might cause ad blindness, or people might purposely hide it.
  • Remain professional, but sound human.
  • Think carefully about your targeting – you want the content to match the audience.

This is an exciting development, in particular for B2B or professional services firms. Content ads on LinkedIn did not prove to be super popular or effective, but it could be that the positioning was too cluttered, or ad blindness was a big factor. We are hopeful that with integration into the feed, and posts becoming more conversational and less salesy, results from LinkedIn advertising should improve.

Increase Marketing ROI Using Google Adwords Remarketing

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adwords

Whichever marketing activities you currently use to bring prospects to your site – SEO, pay per click, banner, email marketing, offline promotion or even a blog – you can increase the value of these activities using remarketing.

Remarketing lets you reach people who have previously visited your site, and show them relevant ads across the web.

Say you run an online store, and a visitor has come through Google, they are in research mode, viewed a product page, and left without purchasing. Without remarketing in place, you have no way to reach out to this visitor to try and get them to convert.

With remarketing in place, this visitor has been added to your remarketing list, so that you can reach out to them later as they browse other websites or search on Google. They might see your ad on YouTube, the SMH.com.au or even while they are in their Gmail.

This visitor might be prompted by your remarketing ads to return to your store and complete purchase. The more targeted your ads are, the more likely this is to happen, especially if you tailor incentives to them.

Remarket in Search Results

Until recently, remarketing audiences could only be targeted on the content network. Since June, however, you are now able to target your remarketing audiences in the search results as well.

This product is called Remarketing Lists for Search Ads (RLSA) and targets people based on two criteria – firstly they have to be searching for a term you bid on, and secondly they need to be on your remarketing list.

Why would you use remarketing in search? People who have already visited your site are more likely to convert, and therefore you can afford to bid more on these qualified audiences.

You also have more information about these audiences compared to other users, which means you can target your ads more specifically to them.

It is also more likely that you can afford to target very expensive, or broad, keywords, for your remarketing audiences, since those prospects are already partially pre-qualified.

Dynamic Remarketing

Note that if you have an online store with listings in Google Merchant Center, you are able to create dynamic remarketing ads to show customised ads depending on what a visitor viewed in your store. Dynamic ads can include product images and prices.

More Value From Every Visitor

Remarketing increases the value of your current marketing activities, because it means any visitor to your site can be easily reached out to again. This keeps your brand in the forefront of your prospects mind, allowing you to target them with tailored incentives, and, if you’re a smaller business, can result in your visitors subconsciously thinking your business is bigger than it is.

Remarketing also helps you upsell and cross sell to your customers. If a customer buys a particular kind of product, you can then show them ads for accessories or similar products.

Easy Ways to Start

First note that you do not need to be running any other Google ads campaigns to make remarketing work.

There are two ways to create remarketing lists, but both will require making changes to your website (if you use Google tag manager (LINK), both of these changes can easily be done in there, without getting your web developers involved).

Adwords Remarketing

Placing a sitewide Adwords remarketing pixel on your website will enable you to start growing your remarketing audience.

Go to the ‘Shared Library’ section, choose ‘Audiences’ then create a new audience.

You will be given a remarketing pixel to place site-wide.

Once that pixel is in place you can start creating groups within the audiences, based on URL. For example, you can exclude people who have already seen your thank you purchase page. You can make special remarketing campaigns for people who saw certain products. You can create unique remarketing campaigns for people who have put things in their cart but not purchased.

Analytics Remarketing

The second way of setting up remarketing is to get the code from Google Analytics.

There is a pro and a con to using the Analytics remarketing.

Pro: You can use goals as identifiers for your audiences. So, for example, you can create audiences based on a video watched, or a document downloaded.

Con:  Currently, RLSA is only available for remarketing audiences created in Adwords, not in Analytics.

In Analytics, you can go to the Admin tab, then choose Remarketing, to start your setup. This will require you to make changes to your current analytics code.

Note that if you use remarketing, you will need to update your privacy policy.

Bonuses from using Remarketing

Some other benefits from implementing remarketing include:

  • If you run another website where the audience would be very relevant for your business, you can place the pixel on that site to remarket your business to their audiences. You can also do this with businesses or content sites you have partnerships with.
  • Google provides a feature called ‘similar audiences’, which are audiences who have similar attributes/interests to the people in your remarketing audience. You can create new campaigns to target people who are similar to your customers.
  • You can see estimates of the gender/age demographic of people in your remarketing list, which could also be an indicator of the gender/age demographic of people visiting your site.
  • You can see the placements where your ads were shown (other sites your prospects are visiting), which can give you ideas for future advertising placements..

Remarketing campaigns can be simple, or complex, depending how much time and expertise you have available. If you need help setting up a remarketing campaign for your site, feel free to get in touch.

Paid & Organic Search Report – Google Adwords

By | Analytics, PPC, SEO | No Comments

Last week Google rolled out a brand new report to give users insights into how their paid and natural campaigns impact each other. The report combines information already available in Adwords with information from your Webmaster tools, to give you a holistic view of your performance on the search engine in one place.

Now you will be able to see performance divided into:

  1. when your paid ad was shown,
  2. when an organic listing displayed,
  3. and most interestingly, when organic and paid listings were shown at the same time.

To view this report, in your campaigns area go to

Dimensions >> View: Paid & Organic

Since this report is using WMT information, you need to link your webmaster tools account with your Adwords, to enable this functionality.

To do that, simply go to

My Account >> LinkedAccount >>Webmaster Tools

  • Note that the report will only show data from the point it was linked onwards, it will not show historical data.

  • Note also that if you link more than one domain, you will not be able to distinguish that traffic by domain in this report.

po_finalan example report

Increasing Volume

On the release of this report, Google heavily suggested that you use the information from your organic listings to add new keywords to your Adwords account. For example, you might see which organic keywords aren’t being shown with ads, and maybe add those to your Adwords campaigns to get even more volume. Certainly, if you are trying to improve reach and volume, this is something you could consider (as long as those terms are bringing valuable traffic in organic).

Controlling Cost

Having said that, not everyone wants to just keep increasing volumes. Many businesses have limited budgets, and when those budgets are exhausted, they might want to know where they can economise. They can use this report to see where their campaigns are overlapping, and consider removing ads where their organic listings are very strong.

Whether you use this report to add more volume, or reign in the costs, whenever you make changes you should monitor this report to check the impact of your paid ads on your organic listings.

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