How do you optimize your campaigns? Do you pause or remove keywords that have the most spend with no conversions? If so you might want to take a step back and look at the bigger picture.
A couple of months ago Google launched a new “Search Funnel” feature in the AdWords interface. The data that you are able to view includes keywords that assisted in impressions and clicks, but did not receive credit for the final conversion. Previously you were only able to see the final keyword that drove the conversion.
To find the “search funnel” report in your Adwords interface, click on the Reports tab, conversions and to the left you will see the area of Adwords to view search funnels.
One strategy I have personally found helpful is to create a campaign with the assisting keywords in respective adgroups. This way you are able to control the amount of daily budget you would like to use on these types of words and you are not cannibalizing from your “core” group of performing keywords daily spend.
For example, you have a product where people do not know the particular name of your product, but they are able to explain it in a few words in a search query in Google. “I want to buy the machine that records TV shows. This might not be a direct keyword such as TiVo, DVR or another brand, but you are giving your product and company name visibility to the user at their beginning stages of the buying or research process.
How does one get their dynamic website optimized? The answer is more subjective than you would think. A dynamic web page is a web document that can be updated in real time and will display new content nearly every time the page is accessed. This can give the surfer a new experience with your site each time they visit and provide them a constant flow of new information. Obviously, this poses a problem for the search engines in that every time a new piece of content is added or subtracted from the page, it would make said page difficult to index. Consequently, there are many things to consider when strategizing for optimization of your dynamic website. Examples of the types of dynamic websites include: news sites, blogs, bulletin boards, ecommerce sites and any site that gives users the ability to upload new content.
Firstly, you could create static pages and optimize them in the normal fashion and submit those to the search engines in addition to the dynamic pages. These static pages would be linked to all of your dynamic pages. A site map would be the way to go here. You could also keep a paragraph or two static on a page and just make part of the page (news feeds) dynamic. There will also be a ton of issues with all those long, parameter rich URLs. If you do need to include parameters, limit it to two and limit the number of characters per parameter to ten or less. Also, if using an Apache web server, one could do a mod rewrite (have the server redirect the URL to an alias file) and make the URL more indexable for the search engines. There is also the issue of slow loading pages (which will not do wonders for the surfer experience!). You could combat this with something like page fragment caching which is used to generate part of the page before it is displayed, and then ASP is used to generate dynamic content when the page is requested. Essentially, this technique would speed up the server side, thus making the page load quicker for the user.
All in all, whether your site is a small ecommerce site, a blog or a gigantic site with loads of dynamic news feed pages, it is always intelligent to make sure it is optimized for search. Basically, the tools are there and you don’t have to worry about your site not being static anymore. If you have a good game plan in place and nice, simple URLs, you needn’t worry about the spiders ignoring your web page. The Internet and more specifically SEO are forever evolving.
It’s a simple question but one that could increase your company’s profit when applied to your business. I came up with this title as I sat in a company meeting the other day. Our EVP was telling a story about the cohesiveness that needs to occur between a website and a search engine marketing campaign. A past client in the cookie business wasn’t getting the kind of ROI on their cookie products that they were seeking. Their search engine marketing campaign was great but their cookie sales weren’t increasing. After some extensive research, my EVP pulled out her credit card and attempted to buy some cookies online. After attempting to buy cookies online for fifteen minutes and still not completing an order, she called the client and asked, “Have You Bought Your Own Cookies?” The client was a little taken back, but went to their site and attempted to buy cookies. The client called back and said I understand. The next step for them was optimizing their site’s usability.
This is the same question that any company should ask themselves from time to time. Switch perspectives and become the consumer, the person checking out the internet. Would you sign up for a newsletter or buy products from yourself if you had never heard of your company? Some company’s aren’t realistic when it comes to this question. Their pages don’t load quickly, their site looks prehistoric, the content is too generic and not targeted to the audience, they have poor site navigation and the list can go on. If any of these issues sound familiar then you should look into optimizing the user friendliness of your site. Not only will it help your organic positions it will help your search engine marketing campaign. Optimization is a good for business. Think about it, you can have the best ad copy in the world, have the best positions, and good keywords, but if people are appalled or confused by your site when they get there, they aren’t going to stay. They are going hit the back button and find a competitors ad and get what they’re looking for in no time at all.
Optimization is a must for both good organic traffic and for a good search engine marketing campaign to perform at its’ best. The next time you’re looking to increase online productivity, go ahead and ask yourself the question. “Have I Bought My Own Cookies?” You may be surprised to find that your need to optimize your site’s usability.