How to Transition from Paid Search Ads (PPC) to Facebook Ads

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For those familiar and experienced in PPC advertisements, the switch to Facebook Ads seems that it would be quite simple. Hardly.

Going from PPC to Facebooks Ads is like switching languages. Everything is different.

The good news, however, is that this article will give you the complete guide from a professional who has been through it to provide you best possible marketing tips for small business as well, so that you don’t have to suffer.

Common Mistakes with PPC to Facebook Ads Transfer:

Forgetting what you already know.

-PPC and FB Ads have little in common. You must completely try to forget what you know to make the transition easier.

Ditch Old Habits.

-Everything is different, even if you don’t think it is at first, it is.

In PPC, you are paying for ads to users who are searching for you. In Facebook it is the opposite, you are approaching the user.

Results in Facebook Ads are less predictable than in paid search ads. Facebook Ads require much more a/b testing and experimenting before finding the correct formula for your campaign.

You may have Facebook optimize the buy towards conversions, or clicks, or video views. When you take manual bidding into your own hands, the results can be a lot less predictable than what you’re used to in paid search.

For example, switching a FB Ad Campaign from a CPC Cap to an automated CPA optimization, is likely to perform much better. This is due to intent. Facebook knows their users more than most can realize. It is that data and behavior knowledge that Facebook has which will make your CPA optimization stand out with greater results than you had been used to in PPC search ads.

Facebook:

FB users ad set target VS Users most likely to convert.

Paid Search:

Users who searched for a particular query VS Percentage that actually converted.

Conversion Information:

Facebook gives you more information that is much more specific about what led to a conversion, compared to the information given by paid search.

Control:

Paid search may have much more control over specific items, but Facebook is less control and more trust in their algorithms, targeting, and so forth. This is one of the common areas that takes the most time to get used to.

With paid search, users tend to know what they are looking for. With Facebook Ads it is more of enticing someone who would potentially be interested in your product or service.

PPC advertisements is a realm that is clearly defined. Convert users looking for your product or service, and do it quickly.

Facebook ads are slower. These users are not searching for you, they just may or may not be interested in your product or service. They are unfamiliar with your brand, and just might not be in the market.

Picture the difference as someone walking into a store to purchase a CD, versus someone on the street handing out flyers to a show and trying to sell the CD’s to people passing by.

Do not, however, quit Facebook ads after one campaign. These advertisements are bigger picture. You most likely will not find overnight success with Facebook campaigns, but if you stick with it, your strategy will change, your tactics will change, and your campaign will begin to see growth.

As much as paid search platforms have grown through the years, Facebook’s ad platform is still in its beginning stages and it’s important to get in and learn now, rather than later.

And remember, you are not alone. Ask for help from professionals such as Ameri Sales, experiment, be cautious and eventually, you’ll get there. One exciting click at a time.

Targeting Multiple Keywords per Page for SEO Success

By | SEO, SEO Strategies | No Comments

In order for your keyword research to be more effective, SEO experts recommend that you identify a general concept, rather than simply focus on looking up keywords individually. What some refer to as “niche keywords” are simply different ways that a search engine user would look up a certain question.

For example, a page can talk about a rather broad concept, such as “why do some cats act like jerks?” The same page can include niche topics related to this subject. A couple related questions it can answer include:

  • Why does my cat claw furniture?
  • Why does my cat seem to ignore me at times?
  • Why does my cat knock objects off a table?
  • How come some cats get along with other pets, while others don’t?

Various keyword explorer tools now let their users find niche topics that are related to a more broad question. These same tools will also display related keywords and their attributes, such as search volume and level of competition.

Is It a Good Idea to Optimize Pages for Multiple Keywords?

For the majority of websites, the answer would be a definite yes. An SEO strategy focused on optimizing each page around a single keyword may have worked in the past but is likely to prove to be ineffective with the way search engines rank pages today.

A page optimized for just one keyword may not address issues related to a broader concept in a way that is useful to the reader. Sites where each page is focused on a single keyword may indeed contain a lot of useful information, but it will be spread out across many pages. This results in individual pages having less authority in the eyes of search engines.

Recent studies show that one page that ranks high for a certain search query can also have good positions in search results for dozens of other queries if it contains relevant information. For this reason, a better SEO approach involves including search queries related to a page’s main topic as H2 headings.

Finding Valuable Niche Keywords

A simple way to find many keywords you can target on one page is to enter a question format query in a search engine. These will often result in a “featured snippet” appearing at the top of search results, which provides a quick answer to the question you asked. In most cases, Google will also show a “People also ask” box, which are questions that the search engine believes are related to the general topic.

These suggestions are usually variations of your original query. Select the one that you think is the most in line with what a user would look for and you’ll get a new set of “People also ask” questions appearing at the bottom of the list.

Every one of the suggestions will show a featured snippet when clicked. The idea is to find queries with low-value snippets that don’t actually provide a useful answer to the question, as this provides you with an opportunity to step in and create a page that does.

Keep track of the questions that don’t generate a good answer and put them into your favorite keyword research tool. You can now see the search volume and competitiveness for various keywords, allowing you to select the most optimal ones for your page.

You will then need to create content that gives highly relevant and useful answers to the questions. Include your keywords in the H2 and H3 tags, followed by a useful description right after the headings. Articles that are useful will get noticed by search engines and will start rising through their rankings.

What to Expect and How to React to Ranking Fluctuations

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When it comes to Search Engine Optimization (SEO), rankings are some of the most important numbers to be concerned with. They determine how well websites and links fair in their specific market, so having to deal with fluctuations can be difficult. Switching back and forth routinely within the same range of numbers, say three and six, is not that large of a fluctuation. Jumping all over the place, though, that is the problem. There has to be a status of consistency in place for SEO rankings to work well. Here are some things to expect and how to react to ranking fluctuations when they happen.

Why Do Rankings Bounce Around?

It is not 100 percent clear why rankings can bounce around, but there are some things to do in order to keep the jumping around to a minimum. Most commonly it can change based on the search results that are being pulled from to perform the ranking task. It is important to note that more fluctuations happen the lower down on the results pages that a link lands. Therefore, a website might link higher some days than others. Here is the time to monitor any improvement.

What Happens When Higher Rankings are Gained?

Sometimes, when higher rankings are gained, more fluctuation might happen. It is extremely difficult to stay in one, higher-ranking position for longer periods of time. Therefore, smaller fluctuations across a few, specific numbers might happen. The fluctuation is not as high of a jump or as low of a drop between ranking positions, but the rate at which holding that rank occurs can fluctuation more often.

How to React to Ranking Fluctuations

When ranking fluctuations happen, the first thing to do is not to panic. Do not freak out. A few changes that were made might be behind the fluctuations, but going back and changing more tactics is not going to necessarily better a situation for the long run. In many cases, these negatives can end up working out for the positive, so one of the best things to do is to see if a negative fluctuation will spring back on its own before making drastic changes to the tactics being used. Therefore, using a week as a standard time period for measurement of results would ensure that these tactics have time to be fully implemented.

Do Some Comparison Shopping

When fluctuations occur that seem to be concerning, it might be wise to also watch fluctuations on the competitor’s side of the market. They might be experiencing similar things going on with their ranks, which mean that the search terms being used are at fault. Therefore, the rankings have to be reset to adjust to the changes that people might be making in the keyword search. Making sure keywords and tags are properly in place will help with this situation.

When worst comes to worst, rankings can be compared to traffic numbers. Sometimes, the fluctuation might improve traffic, even if the fluctuation seems to be a negative one. Therefore, this data needs to be monitored routinely.

Conclusion

There are many things that can be done in order to take care of rank fluctuations in SEO. Learning to put the right tactics in place and to be patient enough to wait those changes out means having the right chance to observe positive and negative fluctuations at their best.

Internal Links: The Secret to Effective SEO?

By | SEO, SEO Strategies | No Comments

When you hear the term “SEO”, short for Search Engine Optimization, you probably think of web content elements like keywords; however, there is so much more to SEO than just a few well placed words. Internal links that take readers to different pages and content on the same website are essential to keeping web visitors engaged in your content rather than going elsewhere to learn more. Read on to discover what solid internal links can add to your visitor experience.

The three most important aspects to consider when using internal links are: placement of the links, the first link, and the relevance of the linked page to the original content. Lets discuss each of these elements in depth.

Link Placement
Search Engines are able to tell when a web-address is trying to manipulate their way to the top of the search engine ranks by placing the same internal link at say, the end of every page, initializing clicks and traffic. These tactics can actually make your rank on the likes of Google and others drop drastically. Search Engines are quick to penalize and index a site, but they are also quick to forgive. Fix this common error and you may be surprised at how quickly your ranking bounces back.

The First Link
Make the first link on the page the most important link in the entire piece of content. Why? It turns out that Google has been experimenting with anchor text and typically only counts the first link on the page in cases where a page is attempting to link to multiple other pages internally. Incorporate internal links into your web content in order of importance, with the link you value most.

Relevance
If search engines hate when you try to drive traffic to a single page by placing the same link at the end of every page, then imagine how much they appreciate content directing at the same irrelevant link. If you guessed “not so much,” then you hit the nail on the head. If your content is about the fabrication process of one product and links to a relevant page, you’re on the right track. If this page links to a page about another topic, it could look like you’re trying to manipulate your rank.

By following these important tips and ensuring all pages have links to and from them, pages can increase their relevance on search engines. Take a good look at the internal links you already have and analyze how they can be improved and added upon. Get rid of content that doesn’t hold much value and play off the good stuff with internal links to content that people actually want to see.

Taking these steps will allow for a multi-faceted improvement. SEO efforts will not only assisted by this practice, but also the value your website visitors will get from viewing your content. This generates more shares, more views, and most importantly, a well-deserved higher ranking on the search engines.