Tag Archive for: Advertising

How to Develop the Most Effective Keyword Strategy

The development of keyword strategies has changed drastically over time. Back in the day (AKA 5 to 10 years ago), a common goal among search marketers was to obtain as many keywords as possible. The number of keywords in your account was something to respect about a marketer in that time and today that has remarkably changed. Instead of focusing on the quantity of keywords, the emphasis is centered now on the quality of what keywords you want to target. The experts here at Onimod Global have a few do’s and don’ts you can implement into your keyword strategy.

Do: Identify themes.

Identifying themes for specific pages is crucial. There is only so much room to expand on any existing keywords you have before it just becomes irrelevant to your site and won’t create any relevant traffic or visibility. An example that Search Engine Land suggests is instead of attempting to search for every possible, insanely-specific description of a shirt like “pink polka dotted yellow shirt”, look for other opportunities to branch out. For example, look into different types of shirts such as “sweaters”, “tees”, “blouses”, and so on.

Don’t: Keyword Stuffing.

This is exactly as it sounds, stuffing a bunch of the keyword you’re attempting to rank for in a particular page on your site. Don’t get us wrong; it’s essential to have those keywords on the pages you want to rank for that specific keyword. The key is to find that right amount of using that keyword where you’re still delivering high-quality content. Not only is this pretty unethical, but it also can look like spam and will be treated as such by Google or other search engines.

Do: Utilize meta descriptions.

A meta description is merely a short paragraph that appears on SERP (search engine results page). These can increase your click-through rate if you optimize your keyword in this location. The meta description has virtually nothing to do with ranking in web searches; however, it is helpful with click-through rate which will increase your ranking in the long run.

Don’t: Get caught up in your professional terminology.

This is extremely easy to do, and it can hurt your page ranking on SERP. This is because you can often forget to account for ways that a consumer without your technical knowledge might seek out your product or service. When deciding on keywords you want to target, remember to think like a consumer. For any of you that focus mostly on B2C sales, this is significantly important. An opportunity to take advantage of would be to do market research in focus groups to discover what consumers are wanting or needing your services would search.

Do: Monitor the impact of new keywords.

When adding new keywords, you want to make sure they are adding value to your account. A straightforward way to track this is to label new keywords as they are attached, this way you can quickly give a performance review, whether that be good or bad. Additionally, make sure that a keyword you have added is contributing positively while not taking away from existing keywords. If this is the case, make sure the performance of the account overall is increasing in strength.

Don’t: Duplicate keywords.

Duplicating keywords is another factor in keyword strategy that is a common mistake, but easily avoidable. Broad match keywords don’t rely on which order the terms are in, so keywords that would be considered duplicates are just words rearranged in a search. For example, “charcoal suit jacket” and “suit jacket charcoal” would be viewed as a duplicate and would also compete for the same search. The main thing here is you don’t want to be competing against yourself and spend more on clicks than necessary.

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Which Social Media Platform is best for Paid Advertising?

If you’re an organization that utilizes social media channels for sponsored advertising, it’s important to determine which platform to allocate the majority of the budget to. Facebook, Twitter, and LinkedIn all have unique advertising options and contain different types of audiences. This post will evaluate each of the three platforms and give direction on which advertising medium is right for your organization.

Facebook:
The largest empire in the social media world has about 1.3 billion registered accounts and around 175 million daily users according to the Business Insider. Therefore, with these astounding numbers the biggest upside to sponsoring content on Facebook is visibility. The advanced targeting options and cost effectiveness of Facebook are also massive bonuses. Targeting options consist of location, interests, education, work, gender, and relationship status. These advanced settings allow businesses to hit their target audiences to ensure ad dollar is spent as efficiently as possible. Ultimately, from my experiences with paid advertising on social media, I would argue that Facebook is the superior platform when it comes to targeting capabilities and cost effectiveness.

Twitter:
Relative to Facebook advertising Twitter is another viable option for promoting sponsored content. Although the number of accounts and users don’t match up to Facebook’s rank, Twitter still has a substantial following that can’t be ignored. Twitter’s targeting capabilities are probably it’s best feature, as you have ability to target by interests, keywords, hashtags, and even followers. Based of previous experience, I would argue that advertising on Twitter is your best option in terms of generating impressions. Running awareness campaigns is most likely your best bet with advertising on Twitter, however it can be difficult to measure cost effectiveness. Essentially, if you’re focusing on brand awareness – Twitter advertising is your “go to” option.

LinkedIn:
In theory, sponsoring content on LinkedIn seems like a great idea if your target audiences are more “professional based.” This can be true if your targeting options are set right and have appealing ads. Reliable leads can be generated through led-gen campaigns, but the cost per lead can be very high. Some of our experiences with LinkedIn advertising have seen high CPCs, low CTRs, not a lot of clicks, and a higher cost per conversion. A major positive however is the quality of these clicks – which are typically very high compared to clicks on Facebook, Twitter, etc. In the end, LinkedIn is by far the least cost effective advertising platform, but if utilized correctly it can generate some high quality leads, viewers, and overall visibility.

Contact Us: With our cross channel expertise in social media management and advertising, our team at Onimod Global can help solve all of your digital marketing needs. Feel free to reach out to us on our Contact Us page to get a free evaluation today. We look forward to hearing from you!