Digital Media Jargon and Vocab Cheat Sheet

 

Digital Media Jargon and Vocab Cheat SheetThe world of digital marketing can be difficult to navigate if you haven’t had much experience with it and aren’t familiar with the terms. Knowing key definitions can help you make sense of digital media as you start to learn more about how to advertise and produce content online. Here are some important terms to know:

Conversion– When a user online successfully completes an action on your website. Usually it means that a customer has bought something from your website but it could also mean that they have downloaded or read something.

Engagement- This term is important in relation to social media websites because it is a way to quantify how often people are interacting with your post. Engagement means communication with social media users through comments, likes or shares.

Influence/Influencer – An influencer is usually someone who has a large following on their channel, lots of engagement and who is considered an expert in their brand. It is often someone in a niche market who can influence their followers to try out or buy certain products that they recommend.

Click through Rate- When purchasing a paid advertisement, the click through rate refers to the number of clicks your ad receives divided by the number of times your ad is shown in search engines. It is a good indicator of how relevant your ad is and gauge its overall success.

ROI- In digital marketing, ROI stands for “return on investment” and simply refers to how much money you make after your initial investment on an advertisement. If you make twice as much money as you spent on an advertisement then that is considered 100% ROI. The higher the ROI percentage the more successful you can consider that ad investment to be.

There are many other keywords to learn in the realm of digital media but these can help you understand the basics of social media, SEO and paid ads online.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Why People Prefer To Do PPC Advertising

Why People Prefer To Do PPC AdvertisingWhen anyone launches a new website, the first thing they want to do is take it to the top results on a search engine. But due to high competition, it is not possible to take a website to the top results within days of its launch. Therefore, the best way to get a website to reach that status is by doing paid advertising. The search engine allows people to advertise their website on the first page of the search engine via paid marketing.

The term PPC stands for pay per click. Basically, a search engine gives you a complete ad word tool through which you can create ads for the search engine for a specific keyword. When anyone searches for that particular keyword, then your website would appear in the first position. Therefore, they charge a certain price each time a user clicks on the website. But due to PPC marketing, the search engine boosts your website ranking and takes you on the top. As a result, it helps you with search engine optimization.

So it is always a good strategy to do PPC marketing for your website to reach the top on search results. Normally, people do not click on ads and go directly to the websites that organically appear on the top search. But those who are very interested in specific products and services will be more likely to click on the ads and see the product. So if you have products and services that are relevant to their search, a customer is more likely to click and create more sales for your business.

It is especially important to do PPC for a new website to take it to the top of a search and increase the odds for generating good sales. Before starting the PPC campaign on a search engine, you have to do research on the keywords which are in low competition. Once your website gets ranked on a search engine on low competitive keywords then it would be easier to take the website on a high competitive keyword. Do not start working initially on high competitive keywords because other brands are strong on those keywords, causing your site to take longer to reach that kind of status.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

What is Bing Ads Express?

A few weeks ago, we discussed the idea of “setting and forgetting” PPC ads. Bing Ads Express has made that dream a reality!

bing-ads-express

Within Bing Ads Express, there’s an option for local businesses to utilize pay per click ads without constantly having to worry and micromanage the account. There is a simple three step process to follow and the monthly minimum required is only $50.

How Easy Is it?

Setting up is as easy as claiming your business, writing an ad, adding a payment information and setting a budget. Once it’s set up, your ads will start showing up on Bing (and Yahoo) without a few hours! The catch that Bing Ads Express is currently only available in a few select cities. Those who are lucky enough to be on the network can certainly enjoy the benefits of local PPC.

Who Will Benefit from Bing Ads Express?

Bing Ads Express seems to be aimed at small businesses. The idea is to give business owners an easy option for paid ads with a “lower bar” to enter a highly competitive market. These ad campaigns are meant to be easy and as simple as possible to set up and maintain.

What is Automated with Bing Ads Express?

Just because Bing Ads Express is easy, doesn’t mean that it can’t work to fulfill all your business needs. Bing Ads Express allows business owners to create campaigns complete with ads, ad groups, bids, and different keywords. The campaigns are also adjusted on a daily schedule to best fit your business needs.

Interested?

Emarketed is a Bing Accredited Professional Company. Contact us today about more information on Bing ads.

Read More

Bing Ads Launches Its Own “Express” Program For Local Small Businesses
Bing Ads on Facebook
Bing Ads Express: Finding Local Customers Online Just Got Easier

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Is There Such a Thing As “Set It, and Forget It” PPC?

“Set it, and forget it!” is a phrase that has been made infamous by infomercial guru, Ron Popeil. This phrases has been ingrained into marketing as well as our popular culture. The idea is fantastic – having something do a task and be so convenient that you can just forget about it as it’s working. It’s not uncommon for a business owner to have this type of mentality when it comes to something like a pay per click campaign. An effective paid search campaign typically shouldn’t be set up once and let to run on auto-pilot.

set-forget-pay-per-click

Why You Need to Be Involved

Here are a few reasons why automatic pay per click campaigns aren’t helpful and why it’s useful to have an experienced PPC manager oversee your account:

1) Keep in line with long-term goals – Sometimes, paid ads are a short-term solution for a business that wants to see immediate results. If you don’t play an active role in your own PPC campaign, it might cause you to lose sight of what’s best for your business in the long run. Being aware of your PPC doesn’t mean that you need to personally monitor it hour-by-hour or day-to-day. But depending on your budget, it just might be helpful to have someone you can trust keep an eye on things as often as possible.

2) Optimize the right keywords – Another reason for using paid ads is that your site might not be ranking as high (or at all) for certain desired terms. The purpose in this case is to use PPC ads to give your site a boost where you need it. In the event that organic rankings do kick in, your paid ads might not be so effective if you’re already ranking high organically. You might spend that budget more effectively on other terms and growing your business. But this isn’t something you would know if you’re not regularly up to date with paid ad or organic search positions.

Keywords, optimization

3) Adapt to trends and seasonal changes – Different times of the year may be extremely volatile for businesses. If you’re handling your own PPC account by having it running automatically, it can be easy to forget about these occasions and make certain changes when needed. In hindsight, you may also see extreme changes that won’t make sense or be helpful as that holiday rush period is already over.

4) Keep an eye on effectiveness and efficiency – Effective PPC ads should be about more than hitting your budget of a certain dollar amount a day. If you’re hitting that mark but not seeing any increase in conversions (calls, contact forms, emails), you have to sit down and ask yourself if PPC is really doing what it’s supposed to for your business. Paid ad spend shouldn’t be exactly the same everyday, so why should you run in automatically as if it did?

Paying attention to your PPC campaign means focusing on what works and figuring out what doesn’t so that you can work to improve it or budget your resources into something that will work better.

5) Make PPC work for you, not the other way around – Paid ads can give your business an immediate boost during a dry period. For others, it’s really the lifeblood of the business. Pay per click is a tool that should make online marketing easier and more efficient for a business. If you like the idea of PPC but don’t have the time or skills to run it the right way, it won’t help to start doing it on your own. The idea is to work smarter, not harder!

Find Out More

The idea of setting and forgetting DOES exist. But you should be careful if you choose to go that route. PPC campaigns that are automatically run can be beneficial in certain cases, but not for all businesses. For more information on PPC management, click here and call us at (323) 340-4010 for a free consultation.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Google Event at Emarketed Office!

Do you love Google?
Does Google love you?
Join us next Tuesday March 5th at 10 am for a talk broadcasted live from Google Headquarters.
We’ll be providing food and have room for 20. Please RSVP.  We’ll hold a bagel for you. 🙂

Click here to reserve a spot.

Event Agenda

Live-stream starts at 10 pm PST.

Keeping Up With the Evolving Digital Landscape

Lisa Gevelber,
VP of Americas Marketing, Google

The world is changing. The evolution of technology is giving people the opportunity to do extraordinary things. We’ll share how Google is evolving alongside this changing world, in the way it thinks about its brand and its marketing.

The Zero Moment of Truth: Reaching Customers When It Matters

John Nicoletti,
Director of Agency Development, Google

Whether we’re shopping for corn flakes, concert tickets or a honeymoon in Paris, the Internet has changed how we decide what to buy. We call this the Zero Moment of Truth, and we’ll share how this changes the way businesses reach their customers. We’ll talk about reaching the right customers when it matters, with the right message, using Google AdWords.

Working and Winning with an Agency: A Fireside Chat

Bickey Russell,
Head of Channel Managed Agencies, Google

We know small businesses can be hesitant about spending with an agency. We’ll discuss best approaches to working with an agency and what resources the Google is providing agencies to help their clients succeed.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

What to Look for in a PPC Company

Los Angeles PPC companyBefore you hire a PPC company or consultant, you should be comfortable and have a general sense of what you want from paid search. Choosing any type of online marketing for your company means that you are making an investment, so do you research ahead of time. Here are a few factors that you’ll want to look into before choosing someone to handle your pay per click campaigns:

ExperienceHow long have you been handling paid search campaigns? What type of customers or industries are you familiar with? Are you an Adwords qualified company? These are all important questions to think about. Every industry is different and for many small businesses, the sectors can be competitive. When it comes down to keeping on budget for a price per click on a daily basis, experience counts.

Costs and Budget – Someone who is inexperienced in handling different types of paid search budgets can easily make a mistake. These oversights can add up really quickly and get expensive real fast. That’s why it’s helpful to have a company who is dedicated to monitoring your PPC account throughout the day and ensure that you won’t go over budget. You might have a set amount that you’re willing to go over budget if you’re getting good, relevant clicks/calls. These are all crucial things to discuss with your PPC manager.

Keyword Research – Choosing the right keywords is SO important in PPC campaigns. You can’t just throw around broad and general terms that you might incorporate into your organic campaign. If your keywords aren’t relevant and your ads get a lot of impressions but few clicks, this can decrease your overall quality score. Make sure to ask your PPC manager about optimization and testing for different pay per click landing pages to see which ones works best.

Communication – Don’t be afraid to ask your PPC company about their track record and what can they do to improve your campaigns. Find out if they attend any events or webinars to keep up with the changing industry. Most of all, make sure that they are ready and willing to answer any questions and comments that you have regarding your account. Search budgets can change with a moment’s notice and it’s important to have a company who is on your side.

If you have any questions about pay per click or would like to see if it can help your small business, don’t hesitate to contact us today!

Read more about PPC campaigns with these helpful articles:
25 Tips For Giving Your PPC Campaigns a Boost
Find your audience with the Google Display Network
Google +1 Is Changing the Face of PPC. Are You Ready?

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Emarketed to Attend 2011 Google Agency Summit

googleplexImage via Flickr

Exciting news! Emarketed has been invited to the 2011 Google Agency Summit at the famed Googleplex headquarters in Mountain View, California. We will be attending this all day event, which will take place on Wednesday, September 28th. It’s sure to be filled with the latest and greatest internet marketing news.

Along with many other search marketing firms, we’ll be there to learn about current online marketing strategies and trends. We’re also looking forward to staying updated on important aspects of :

Pay per click: How to increase ROI on PPC and dispelling AdWords myths.
Social media: Discovering more about YouTube and the potential of social networking sites
Mobile: Optimization that helps find new consumer segments

Stay tuned for our blog post review after the summit to read about our visit and feel free to comment if you have any questions/topics that you’d like to learn more about. We can’t wait!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Online Marketing and The Minor Details

The devil is in the details. We’ve all heard this saying before and it can relate to online marketing in so many ways. What this idiom means is that it’s the small details that can often make a relatively simple task more difficult and time consuming. As you look closer, there are more things that can be worked on and you’ll understand why an internet marketing campaign can always be changed and made better!

Here are a few minor but important aspects of online marketing that can be easily skipped over or even forgotten:

  • You only focus on optimizing for Google – If you completely skip out on Yahoo and Bing, you’re missing out on a smaller but still very important demographic. Ranking well on these sites will help your business if you’re struggling on Google.
  • You ignore free, local resources – I went kayaking at a local rental place after seeing good reviews on Yelp. However, I was surprised to see a comment by a customer stating that the address in the listing was wrong. This means that the business has not claimed the listing or bothered to correct this mistake. When resources like this are free and you’re already receiving numerous positive reviews, it can only reflect negatively on your business if you choose not to be more involved.
  • You focus too much on organic rankings – Search engine rankings can be volatile and unpredictable depending on competitors, search trends and even holidays. I’ve known people who obsess over their rankings on a day-by-day basis – as in yesterday I was number 2 but today I’m number 3, what happened? This is not an effective way to gauge your progress and your efforts can be more helpful to your long term brand presence in organic searches.
  • You always use exact keyword matches – It can be tempting to always use exact keywords when linking in anchor text. But with the Google Panda updates, Google is on the lookout. This mean that you can be penalized for excessive exact match anchor text. The bottom line is that Google wants more natural linking keywords that are actually helping people instead of just appeasing their Google bots.

These are just a few things I could think of at the top of my head at the moment and the list is never ending. Even if you don’t have time to sit down and digest all the details at once, it’s good to go over what you can from time to time so that you have a clearer view of the bigger picture. Don’t like the minor details overwhelm you!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Google Study: Paid Ads Do NOT Cannabalize Organic SEO Clicks

Do I have to choose between SEO or PPC?

This has been a popular question that has been highly debated. The theory is that if you choose the same keywords for targeted SEO and PPC campaigns, your efforts will work against each other and you’ll lose out, either in paid or organic search. Cannibalization is the term experts use when SEO and PPC compete against each other… this means wasted time, money and effort – especially when paid search is involved.

Surprisingly, a recent study of 400 campaigns by Google shows that 89% of the traffic generated by paid ads is not replaced by organic clicks. Overall, this means that paid ads did not steal clicks away from organic results in this sample.

Of course, this all depends on your industry and you could see stronger results using SEO and PPC or just one method. If you hear anyone make generalizations about using both methods without analyzing your keywords and business, it’s safe to be on the skeptical side.

For example, if you’re ranking high (or are number one) for a keyword, it probably won’t be helpful to focus your efforts on trying to get to the #1 spot for PPC as well. Instead, the benefit of PPC is that it can give your business better exposure for key words that you’re not ranking so high for organically.

Let us know if you have any questions about whether SEO and/or PPC is right for your business and we’d be happy to help you out!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Tracking Site Speed for Landing Page Optimization

load time

Did you know that Google Analytics gives you insight on Site Speed? Pay per click marketing is all about effective landing page optimization and this feature can help tremendously with understanding how to improve your PPC campaigns.

While we’re all so concerned about the type of content and calls to action on landing pages (and rightfully so), it’s also important to consider the role that page load time plays into your PPC campaign’s success. In the end, this will affect the user experience so that they stay or bounce away.

Looking at Site Speed data will help you get a better understanding of how page load times can affect quality score. These reports will have a thorough breakdown of what your slowest loading pages are. You’ll also be able to see the types of browser and internet connection your visitors have. If most of your visitors are using Internet Explorer 3 on 56K dial-up, that could be an issue. The best thing about having this information at your fingertips is that it gives you an opportunity to fix problems and create faster loading landing pages that are helpful to your visitors.

If you’ve used the Site Speed report before, what do you think?

To learn more about adding this tracking feature to your site(s) check out this article from Google.
*Remember, this tracking snippet goes in BEFORE the </head> portion of your code.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.