Advertising Your Market or Promoting It
Tips for Great Search Advertising:-
1. Know the Text Ad Format – All text ads aren’t created equal. Bing, Yahoo!, and Google all have slightly different text ad formats, so identify and follow the rules of each before running your search advertising campaign.
2. Optimize the URL in Your Search Ad –
Text ads feature a URL along with the title of your ad, so make sure
it’s relevant to the product or service you are promoting and that it
doesn’t conflict with the publisher’s requirements.
3. Include Target Keywords in Your Ad – Use keywords
in both your headline and text ad copy that match or are closely
related to the keywords you bid in order to help your ad show up in
search results for those terms.
4. Write a Strong Call to Action – Tell
consumers who see your text ad what action you want them to take, like
getting a free estimate or downloading a coupon, so they are more
willing to click through to your site.
5. Use a Call Tracking Number – If you
use a click-to-call extension in your ad, consider using a tracking
number to identify the calls that come from your ads and to measure the
results of your search advertising.
6. Don’t Include Your Business Name in the Ad’s Headline
– Headlines have limited character space, so don’t waste it on your
business name. You can include your business name in your optimized URL,
and use your headline for more critical content.
7. Use Title Case – Capitalizing the
first letter of major words is a text ad best practice. Just don’t go
crazy with all caps. (NEVER go crazy with all caps.)
8. Include the Right Punctuation –
Using correct punctuation in a text ad is mandatory at the end of your
ad, but it can also be used within the rest of your ad to ask a question
or make a point.
9. Don’t Use Trademarked Terms (Unless You Own Them)
– This is just a no-no. You can bid on trademarked terms if they are
relevant to your ad, but using terms you don’t own can go against the
publisher’s requirements.
10. Don’t Use Unknown Abbreviations –
Nobody will know that “WFWAM” means “We Fix Windows and More.” There are
many ways to include your message in your text ad without using
abbreviations that only you can decipher.
To see the full tips for search advertising, check out our search advertising 101 blog post.
Tips for a Better Business Website
11. Update Your Website – It’s 2014, so
your business website shouldn’t look like it’s still stuck in the early
2000s. And it’s about more than just looks. Best practices and Web
standards change often, so a refresh can help you make sure your website
is at the top of its game.
12. Make Your Website Mobile-Friendly – The 2014 Local Search Study
from Neustar Localeze found that nearly 80% of local searches on a
mobile phone ended in a purchase. If you’re website isn’t
mobile-friendly, you are missing out on these local consumers.
13. Complete and Optimize Your Site’s Metadata
– Metadata on your website (like title tags, descriptions, and alt
text) is a critical component of your website’s SEO. Leaving it out can
negatively impact how you show up in search results.
14. Create and Use a Business Blog –
Blogging and your business should be best friends. Maintaining a
business blog can help boost your site’s SEO; plus, it can set you apart
from the competition and demonstrate your knowledge and expertise. It’s
a win-win situation.
15. Optimize Your Website for Local Search
– If your law practice only handles cases in Albuquerque, New Mexico,
then it doesn’t do much good to get it seen by consumers searching for
legal consultations in Crawford County, New Hampshire. Make sure your
business website includes local information, like a phone number,
address, and geo-targeted keywords so that local consumers call you.
Tips for Effective Search Engine Optimization:
16. Regularly Post Quality Content –
Creating and promoting fresh, original, and sharable content on a
business blog can help increase your visibility in search engine results
pages (SERPs) because these social shares signal to search engines that
your site is knowledgeable and relevant in a particular topic.
17. Be Present on Maps – This is
especially applicable to consumers searching for your business on the go
using apps like Google Maps and Apple Maps. Make sure they not only
find you by claiming your local listings and making sure information
like your phone number and address are correct.
18. Claim Your Google+ Local Page – Claiming and optimizing a Google+ Local page
is key to showing up in Google Maps and Google’s local search results.
Plus, this page provides users with important information like your
phone number, operating hours, and ratings and reviews that they use
when deciding whether to use your business.
19. Engage Your Social Media Fans –
Social media is a great way to build your brand and interact with
potential and current customers. Post engaging content frequently to
generate shares and connect with consumers, which can positively impact
the number of those who see your content.
20. Use Local Keywords – Include
geo-specific keywords in your website, blog, and even social media copy
to drive visits and interest from consumers in your area.
21. Generate Back-links – High-quality
links, such as those from influencers, are great for building your
authority. Plus, they tell search engines that your business is
credible, therefore ranking your website or other sites higher in search
engines.
22. Get Positive Reviews – What people say in reviews matters to consumers. In fact, one study determined that 79% of consumers trust online reviews
as much as they trust a personal recommendation. And as these reviews
are visible in search results, having positive reviews with high
rankings can help persuade interested consumers to give your business a
chance.
23. Set Up Google Authorship – In
addition to building your business brand, building your personal brand
can be a great way to get new consumers. Google Authorship can help you
do this.
See more about what gets your business found in Google in our blog post about what Google loves.
24. Complete Your Business Information –
Yelp is a great hub to host all kinds of information about your small
business. From operating hours to business type to payment options to
parking information, it’s a great way to help consumers find you and
your business.
25. Post Realistic Images – Images
speak volumes, and Yelp features them loud and clear. Post inviting and
realistic photos of what consumers can expect when visiting your
business.
26. Promote Positive Reviews – Since
Yelp reviews are featured in local search results on all major search
engines, generating great reviews is more important that ever. Plus, you
can promote these reviews in other places, like your website and social
media sites.
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