Wednesday, August 7, 2013

Necessity of SMB’s in Email Marketing

As the business is inclining towards digital marketing world, the online marketing is working better on areas like online video marketing as it improves the business with clients. The following image figures out investment of business in digital marketing.
One of the major tactics of digital marketing is investing SMB’s in email marketing.
  SMB email marketing is not meant to big business but also for medium and small business. By using step by step wizard system, email marketing allows you to send bulk emails to your contacts. Keep your content in simple template by using graphic designs, select your contacts and send to them.

              Figure shows the login page of SMB for email marketing
Email marketing is the best way for building relationships with clients in business because it creates direct links to your site with clients instantly and also personalized. With this email marketing, you can send newsletter, company updates, and sales letters.

Features of email marketing are as follows:
  1. Email marketing is easy to create and use.
  2. You can send promotional messages up to 1,000,000 contacts per month.
  3. It’s easy to unsubscribe.
  4. You can personalize the subject and body in email.
  5. You can check the progress of ongoing campaigns.
  6. Comply with spam control
Top benefits of email marketing are:
  1. Increase your sales conversion
  2. Positive Feedback from visitors
  3. Make offline purchases for users
  4. Up-sell and cross-selling of products and services

Manage Your Link Profile for better Search Ranking Potential

  Day by day Google search has becoming more sophisticated with its algorithms and over the past few months, Google started penalizing websites that over optimize for better ranking. Now, it is mainly focusing on websites for "unnatural" back links.
  Even though you are not in the part of link buying or similar manipulative tactics, your site may penalize in search results for having too many low-quality inbound links. If irrelevant and low quality sites have linked to you without your presence, Google can harm your website badly. So, you have to be wide awake in the SEO field because without your knowledge, many of the sites may link to you through which your site ranking can suffer a hit.
  In addition, you need to address the issues and must take necessary action to improve your standings with search engines as well as with the visitors. As all of us know that, Google has stepped up its focus on link spam with both algorithms and manual action. Google doesn't hesitate to punish websites that uses unnatural or manipulative tactics because its main strategy is to provide relevant and quality content to its visitor.
  Now a days, Google is evaluating and focusing more on quality of back links along with quantity. If your link profile contains links with low quality then that is a red flag for giant search engine Google, and your site may hit in search engine for having too many low quality links.
  Search engines like Google, identifies links as low quality links when the anchor text link contains keyword rich text. 

Shift in Link-Building Practices

With the latest Google update, many of the site owners who made use of unnatural link schemes had been hit by the Google penalty.
  Here is a list of link types:
  • Inbound links originating from sites you control.
  • Back links from forum comments and discussion boards.
  • Purchased links.
  • Excessive link exchanges.
  • Links from large-scale article distribution or guest posting campaigns.
  • Low-quality bookmark or directory site links.
  • Widgets embedded with irrelevant links.
  Still links hold value and Google focusing more on quality of links and relevant content. If your site has great volume of high quality back links then it adds popularity as well as authority for your site.

Managing Your Link Profile

  For website owners, this update is a wakeup call to evaluate and monitor website link profile. You need to take control on it, start with a link audit and there have several ways to go with it. A Google webmaster tool is the primary tool to gather information on inbound links and it is the basic step to start analyzing your back links. You cannot find all unnatural links with this tool.
  In addition, you can find plenty of tools that give you more in-depth information about inbound links and provides you support for reducing the number of bad links affecting your site. Use all tools together to extract solid picture of unnatural back links for your website.
   Then select downloadable tool that gives you link profile auditing and link risk management details. So you can analyze and monitor your website over time. Few tools will also provide some automation for link removal process.

Back to Basics

  Identifying and monitoring unnatural back links is a time consuming and mostly you need to do it manually. Moreover, you have to send request to webmasters for link removal and it is the easy process. In email, explain that you are paying more attention on link risk management after making a note on your site ranking drop with the latest Google updates. Request them in a polite way to remove your link from their websites. Provide them a copy of link in question and URL of your page in an email.

Keeping a Clean Slate

  Once you have done with the following steps and provided enough time, then you can consider Google’s Disavow tool to clean up left links. Follow the guidelines carefully before proceeding into the task.
  Google provide a reconsideration request form for webmasters. Still, if your site has unnatural inbound link history and you have addressed the issue then you can include this task in the form and submit it for re-evaluation. This whole process may take several days or few weeks.

How To Use Google Display Planner To Boost Your Display Network Campaigns

   Online advertising is important for a business or website to get huge online traffic. Google provides number of tools for marketing your business. Google has launched new tool Google Display Planner in Adwords for Google Display network campaigns. Google Display Planner is one of the tool which helps in targeting specific websites and expand the reach of your display campaigns. You can identify display network keywords, placements, topics and interests with the help of Google Display Planner tool. Google Display Planner works similar to Google Display Network Ad Planner.

Getting Started With Google Display Planner:

   You can login to Adwords account and choose "Display Planner" under Tools and Analysis tab.
In the Display Planner:
  • You can tell Google what your viewers are interested in and use a word or keywords separated by comma.
  • Give your landing page url and observe relevant targeting suggestions for your campaign. If you don't prefer to run both of the targeting settings then you can insert either keywords or landing page.
  • Select geographical location and language which you want to target and click on "get ideas".

It also recommends ad group structure by keywords, placements, topics and interests.

What can you do now?

  • You can create new ad groups and customize the results.
  • You can filter the results by text ads, square and rectangle images.
  • You can also filter the results by mobile and video ads.
  • Show only the above fold ad spaces.
  • Operating system of app placements should be filtered.
  • Find out important data such as age and gender for your search results.
  • Add the results to your account. 

    By going through ad group ideas or targeting ideas you can keep planned ad groups in your plan part on the right sidebar. You can estimate the plan and receive approximation of impressions, unique visitors and costs. After the campaigns objectives are met download the plan or add it to your campaign.

Some General Rules to Set up a Top Notch Targeting on the Display Network:

  1.  You should create custom advertising messages for each ad group.
  2. You can use image dimensions possible to test various placements.
  3. Use both text ads as well as image ads.
  4. You need to customize your bids by placement.
  5. If websites doesn't perform well then add negative placements.
  6. You need to update your display ads every 3 to 4 weeks so that your content will be fresh and attractive to the customers.
  7. You can use all the targeting methods such as keywords, interests, placements and topics.


   You can make more research on placements by using Display Planner. You can easily get Display Planner tool from Adwords user interface capable of transferring chosen ideas and placements to your campaigns and saves your time.

Google Analytics Launches Real Time API In Beta

Google has first launched Real Time Analytics 2.5 years ago to empower marketers to take real-time activity against their data. Manually taking action and being aware about the instant execution of your site is imaginative, but reality is that it is not possible to sit at your computer and take benefit of this intuition. Also and maybe more importantly, your performed action cannot be as fast as computers. So the next rational move has ever been to programmatically take action using real-time analytics. To solve this problem Google has declared an invitation to Link the beta for the Real Time Reporting API.

This way you can now create questions about your real-time data and use that data in whichever way you like. First of all you can use cases to operate the content on your website. For example, you can inquiry the API for the top URLs to construct a top content widget with the number of lively readers. A website canister also use what we call the web counter 2.0, significance to exhibit the active visitor count in real-time. Seeing the number of visitors also viewing a piece of content has a numeral of subtle effects such as making a sense of community and credibility.

Additionally this metric can be shown on different conversion pages of a website to give a mind of pressing and show request for a specific product. Other uses also comprise a custom administrator instrument panel to check key metrics for your trade.

For programmers the GA superProxy will also work better by the API and Google Charts API. This lets you to publish a query that is available without authentication. This has benefits in that you can make the request client part so a widget can be programmed in JavaScript and added to a site. Furthermore this acts as a cache efficiently rising to a higher position of your quota limits.

Google is releasing the real-time reporting API in a closed beta and there will not be SLA compliance against the data. And be aware of this when creating whatever that will be customer lining. And as ever we are highly agitated to see all the creative ways that the data will be used.

To Optimize Product Listing Ads 6 Tips to Improvise Merchant Feeds

Product Listing Ads is one of the latest ways of ads in Search Marketing and at the same time it yields good results once we optimize merchant feeds and make use of this great opportunity. To acquire extra exposure in search results and Google shopping, we can combine strategic fields of merchant feed with consumer intent.

   If we do not have idea of what terms are to be included in the feed, then the best method is to examine on our high ranking queries from organic search. This analysation shows us that depth or coverage of query space depends on richness of the feed.

6 Tips To Optimize Feed Effectively:

Below are the six steps that effectively optimize a feed for relevance and reach.

1. First step is to make comprehensive feed:

      It is important to include all of the products in feed and if we exclude any of the products then it means that we are not including those set of keywords in PLA’s. Even though there are chances of getting traffic from similar products but excluding products means that we are losing relevance. If relevancy is weaker it results in week consumer response and it is disadvantage as our marketing amount will go waste.

Let us consider example of above image, here we have entered Shop for Nike air max navigate and this resulted in all the images having word Nike Air Max and we even got a search result of Women’s Nike Air. This is the relevancy for the keyword.

2. Next we need to make sure that total feed is complete:

It is important that we do not leave any attribute or field empty in the feed as these missed fields create gaps in search pages. For example if we continue with above example for suppose we assume that we have missed field size then if we search with keyword then we get traffic but if someone searches for 7.5” then our product will not be listed in search results.

 It is good if we do not include double stroke for broad queries instead we can go with broad match keywords. As this broad stroke query makes keyword less competitive as well as less qualified traffic.

3. Then we have to go ahead with enriching our feed:

There is a need to optimize content of our feed basing on what type of keywords does users make use to search our products. For this we need to convert non-standard intents, synonyms of the keywords and terms that are used in to attributes so that they are used as real word queries.

There is a need for us to optimize feeds for products depending upon the category they belong to. That means while preparing feed attributes we need to concentrate on what type of products we are targeting.

Above image is the example of Synonyms to colors, here we can optimize for dress as Cassi colored attractive attire, where as incase if we are optimizing for bag we can use it as Purple colored denim bag. So we need to concentrate more on what search queries are used by users instead of thinking to make products unique.

4. Next important step will be Optimizing product titles:

We need to optimize products titles within limited characters as they need to be appeared on SERP but we should not use title as it appears or the titles that are SEO optimized instead we need to follow below steps:
  • It is important to place core attributes in the beginning:
   That is we need to write title in such a way that within first 25 characters there should be Product type for each and every product. Priority should be given to high search queries and which are to be included within first 25 characters.
  • We need to make sure that first 25 characters are optimized for display and readability:
   There is a need that we need to optimize titles not only for relevancy but also user readability as well as display. That is we need to optimize title with in the space we have along with the constraints such as relevancy, readability and display.
  • Remaining 45 characters have priority for relevancy and depth:
   As we concentrated on product type and visibility within first 25 characters, so we need to focus remaining 45 characters with attributes for relevancy and depth. There is a need to test these attributes constantly that we include in feed. We need to try with different sets such as Brand, Size, and Color versus Brand, Size, and Material. So we will come to know which set shows our products in Search Results and need to concentrate on that rather than going with other attributes. To perform our campaign successfully we need to test titles and decide which is the best one for our products.

 5. Optimize your Product Descriptions:

Optimizing descriptions for products in a better way helps in ranking higher in Google Shopping and also we need to make use of additional fields to boost high conversion rates:
  • We need to submit rich snippets which include product review count and product review average which indeed set our products apart from competition.
  • By including rel=canonical in product pages it will help Google in comparing these URLs with pages found by its crawler.
  • As most of them use multiple product-type values so to optimize it we need to insert all product types between quotations and separating each of them with coma. It is the best option to use optimized product types as it indicates Google to place the products in appropriate categories. By this Google will be able to understand our product briefly and can funneling qualified traffic to our site.

6. Final step is to manage Product Feeds and Product Listing Ad campaigns perfectly:

The most important point to remember is that optimization of product feed should be based on the feedback that we get from PLA campaigns. We have to optimize our product feed based on the search queries that convert and also need to analyze search queries that bring in value based on common phrases and terms. Then at last we need to tune up product titles and descriptions with the help of those terms and phrases.

Thus the above six tips helps in optimizing product feed and take advantage of PLA campaigns.