Tips to Provide the Best Website Experience

Keyword relevance is of tantamount importance in any PPC campaign.

So, if you lump all of your keywords into one ad group, the impact will be some keywords become highly relevant to the ad group while others are not.

This is a common mistake marketers make thinking that the tactic will boost impressions. It will – but this approach is more expensive overall and those less relevant keywords that boost impressions are also likely less competitive and therefore less expensive when used in ads by themselves.

Another common mistake marketers make is not testing their ads.

Unless you test, you’ll never discover what really works.  Set up simple A/B tests and don't test more than one or two variables within an ad at a time. If you have an ad as a control and change 5 things within the ad you are still left speculating which of the five changes effected the performance.  You want to test 5 changes set up five tests as there is no other way to effectively benchmark an ad’s performance efficiently.

Now where should you send your ad traffic?

Often marketers will send their ad traffic directly to the homepage, and this is a mistake.

The user found your ad based on their search criteria, Google matched the relevancy of your ad to that criteria and you want to send them to your home page to start all over. The best place to send them is either to a landing page designed specifically for relevance based on their search or to a relevant content page.  If you can't provide the information a top of funnel user is looking for all your PPC campaigns will achieve is a higher bounce rate.

All organizations need to position themselves and convince customers that they are the informational resources in their particular niche. The best way to achieve that goal is by creating engaging targeted content for your audience.  Content marketing is any marketing format that involves the creation and sharing of content in order to acquire customers.

Content marketing offers a number of advantages over traditional:

It lasts a long time. Traditional advertising can be a great short term solution but unless you are willing to continually pump more dollars into the advertising vehicle the effect is temporary. The overall effect of good content grows and has a compounding interest effect, small investments of content grow into a large footprint online.

It will boost your Google rankings. Good, solid content is the key to getting and retaining high rankings on Google.  PPC will get you visibility and immediate results but it won't add to the stickiness of your site and keep potential customers coming back.  Only good, relevant content will do that.

Content marketing allows you to control the message.  Talk to your sales team and find out what questions customers are asking and turn those answers into relevant content that solves your customer's problems.  It is a great way to build trust, let's face it, you are a complete stranger to the new visitor and she has to trust you to engage with you.  Content Marketing gives your company a strong voice where traditional advertising merely allows you to rent space.

Below is a compiled list of the top 10 Content Marketing activities ranked in popularity by the CMI community.  Your organization should be participating in at least some of these activities.

If you are looking for help in getting your content marketing strategy a shot in the arm call the professionals at Contensive we can help you develop the strategies and technologies to make your inbound marketing a success.