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Why hire an expert to manage Google Search Ads

Paid search ad campaigns have the potential to propel your business to success. There are many advantages to using paid search ads to push your product or services to the top of Google Search results. Whether you have a local business or plan to advertise across the country, Google search ads are an excellent choice for marketing your business online. When combined with other forms of marketing, you can grow your business, acquire more customers, and increase your online sales (or leads). 

Search advertising is different than other mediums because it targets potential customers when they are looking for products or services you sell. As users search Google for specific keywords, your search advertisement appears at the search results page's top (or bottom) page. 

Pay-per-click (PPC) search campaigns that are set up and optimized can become profitable fast. The goal is to gain a measurable return on ad spend. Search ads deliver quantifiable results that can be scaled and repeated for continued success. 

While the rewards of having successful search campaigns are numerous, there are also disadvantages to creating and managing these campaigns yourself. Google touts its easy-to-use campaign and creation tools for business owners, but the default settings often lead to overspending.

Making Google Ads work requires a fair amount of research and analysis to get the right combination of keywords, negative keywords, and campaign structure to attract the right buyers and maximize your results. 

Want to get results quickly? Hire a knowledgeable and experienced Google Ads consultant. Here are some reasons to hire a search ads specialist to manage your campaigns. 

A Google Ads Ad Expert Will Save You Time & Money 

Paid search ad campaigns are time-intensive to set up and manage. Successful advertising campaigns take time, planning, and patience.

Google Ads works continuously to improve and offer new features on its advertising platform, and it can take a lot of time and effort to keep up with the updates. 

Your campaigns should be professionally optimized to ensure that you are spending money on only ads and keywords that generate sales and revenue for your business. 

A search ads consultant has all of the right certifications to help you navigate any Google Ads updates and changes. More importantly, a specialist has extensive experience in managing paid advertising accounts. They know how to set up and run a successful advertising campaign and can help you reach your business goals quickly. 

They also know about the best way to optimize Google Ads for high-quality scores, click-through rates, and conversions, which directly impact the amount of money you spend (or misspend).

The Science of Paid Ads

The science of paid advertisements using Google Ads includes several steps. 

Keyword research is finding words that your potential customers are searching for in Google to find your products and services. It's the cornerstone of any successful search marketing strategy. The goal is to select the best keywords that will result in clicks and conversions for your business. 

Landing pages are web pages a user is sent to when they click on your search ad. Landing pages should be optimized so a single call-to-action is clear and so that your USPs (unique selling propositions) are clear. If you have two different pages, you can test each to determine which one has the best conversion rate. 

Two major factors affect the rate you pay for Google Ads' paid advertising campaigns. These are relevance and competition. Relevance is Google's way of determining how closely an advertisement matches a user's search. It examines the relationship between advertisements, keywords, and the landing page. It is important to make your keywords highly relevant to your ads for a greater quality score from Google. 

Google assigns a quality score that rates your ads' relevance and keywords to the web page in your ad. It takes knowledge, skill, and experience to fully optimize your search ad campaigns and improve your quality score. Once you have a great quality score, you will have a higher click-through rate (CTR) and a lower cost-per-click (CPC). With a high-quality score, you will end up paying less for your ad campaign over time. 

A better quality score will save you money on every click and get a higher position in Google's paid search ads. A Google Ads consultant knows all about how to improve your quality score and how to make the most of your advertising dollars. 

Keep an Eye on the Competition

Another advantage of having a Google Ads expert working on your campaigns is that they can provide specific research on competitor's campaigns. The research they do to optimize your campaigns and get an edge over the competition. It's a lot of smart reverse engineering for advertisers.

Knowledge and Skill

 A Google ads expert will apply the best practices so that your search ad campaigns result in conversions. Conversions are the number of people who respond to your ads by purchasing your products or services or signing up for an offer – depending upon your ad campaign. 

 Here are some questions to consider before running search ads: 

  • Who are you targeting? Beyond search keywords, you can target the user location.
  • What is your profit margin on the products you sell? How much can you spend to get a lead or sell a product and still be profitable?
  • Does your website do a good job converting website visitors? Do you talk about your USPs? Does each page on your website have a call to action? Is your e-commerce system easy to use?

A search ad expert can help you navigate the answers!

Tracking Leads and Sales

Many make Google Ads set up the campaign and forget all about conversion tracking. If you skip this step, details about which search campaign or search keyword got results will be difficult to determine. 

A search marketing consultant can set up conversion tracking in Google Ads and Google Analytics so that you can track the cost-per-conversion (lead/sale/acquisition). Tracking the cost-per-conversion helps you understand your return on investment (ROI) and the return on your ad spend (ROAS). 

Monitor top-ranking keywords with UptimeRobot

Here's a quick and free way to monitor your most important organic search keywords in search engine results pages.

  1. Set up a free uptimerobot.com account.
  2. Go to Google Search Console and look in the Performance tab, to search queries where you're ranking in the top 3 positions in Google. Exclude searches for your brand name, because in most cases, you'll always rank for your brand.
  3. Google for the search query (keyword) you want to set up tracking for. In this case, bookbinding supplies. Take that Google search URL and strip off any extra URL parameters, the resulting URL will look like this: https://www.google.com/search?q=bookbinding+supplies
  4. Log in to your uptimerobot.com account, and click on Add New Monitor. Use the following settings for the monitor.
    1. Monitor Type: Keyword
    2. Friendly Name: bookbinding supplies - Google Search
    3. URL (or IP): https://www.google.com/search?q=bookbinding+supplies
    4. Keyword: Your domain name, or page title as it appears in the SERPs. In this case, talasonline.com
    5. Alert When: Keyword Not Exists
    6. Monitoring Interval: Every 12 or 24 hours. I wouldn't set it any more frequently than this, to avoid false-positive alerts or risk artificially inflating search volume for your search query.
    7. Select Alert Contacts to Notify: Select Your Email address.
    8. Click Create Monitor.

 

Assigning a Primary Category / Breadcrumb in SuiteCommerce

Assigning a primary category in NetSuite SuiteCommerce Advanced sets a breadcrumb path on your e-commerce product (item) pages which helps Google, search engines, and users understand your site better. Here’s how to assign a primary category (or add breadcrumbs to products pages) in SuiteCommerce.

  1. Log in to NetSuite SuiteCommerce at https://www.netsuite.com/portal/home.shtml
  2. Go to Lists > Website > Commerce Categories.
  3. Click Edit next to the Commerce Category that corresponds to the primary category of the item you want to assign a primary category for. Productivity tip: If you want to do many of these, you can Ctrl or Cmd-Click to open them in new tabs.
  4. Click the Items heading.
  5. Click the first item you’d like to assign from the list, then click under the Primary Category heading to reveal a checkbox (screenshot below). Check the box, then click OK to save.
  6. Click the next item where you’d like to assign a primary category.
  7. When finished, click Save.
Primary Category checkbox in SuiteCommerce Advanced

How can I tell if a Primary Category is assigned in SuiteCommerce?

The easiest way to tell if a primary category is assigned to the items (products) on your website is to look at the product page on your website. If a primary category is assigned, you’ll see a proper breadcrumb path, as shown below.

SuiteCommerce product with a primary category selected

If there is no primary category assigned, you’ll see Home > Product in the breadcrumb path, as shown below.

SuiteCommerce product with no primary category selected

Why breadcrumbs are important to user experience and SEO

Breadcrumbs are important for user experience and SEO. Breadcrumbs help a user understand where they are on your site, and quickly navigate to other sections of your website. If the user lands on a product that isn’t quite what they want, they can quickly move up a level to look at related products in the same category. Breadcrumbs help search engines understand your website hierarchy and improve internal linking which helps visibility in organic search results.

SuiteCommerce: Setting up 301 redirects

How to set up 301 redirects in NetSuite SuiteCommerce Advanced (SCA)

  1. Log in to NetSuite SuiteCommerce at https://www.netsuite.com/portal/home.shtml
  2. Go to Setup > SuiteCommerce Advanced > Redirects.
  3. Click New, then select your website from the Domain Name drop-down.
  4. Enter the URL to redirect from in the Redirect From URL field. Only include everything after website.com, (i.e. /blue-widget).
  5. Enter the URL to redirect to in the Redirect To URL field. Enter the protocol, www (if-applicable), and website.com, (i.e. https://www.google.com/all-widgets).

Importing Redirects via CSV

You may also import redirects into SuiteCommerce using a CSV file with the following column headings and data.

  1. Domain name – This should match the domain name in your NetSuite configuration and generally follows this pattern: www.website.com
  2. Redirect From URL – This is the URL you want to redirect from. Use everything after the .com, starting with a slash (/). I.e. /widget
  3. Redirect To URL – This is the URL you want to redirect to. On this one, enter the entire URL, including the https:// and www. I.e. https://www.website.com/new-widget

SuiteCommerce Advanced: Bounce Rates after 2018.2 GTM Editor Bundle

A few clients recently began using the NetSuite GTM Editor bundle on SuiteCommerce Advanced (SCA) version 2018.2. The clients reported unusually low bounce rates in Google Analytics after implementation of the GTM Editor bundle. After some analysis, we discovered an issue with how events are configured by the GTM Editor bundle. Anyone else? Shoot me an email to discuss.

Google’s June 25 2017 Algorithm Update & Core Quality Updates

I’m working with a client affected by the June 25, 2017, Google algorithm update.

I’m a few weeks into analysis for a client who experienced significant ranking declines after this update. Rank Ranger did a great job of analyzing the types of sites and rankings affected by this algorithm update. My client’s site fits into Rank Rangers description of the those impacted, it is a consumer goods website, and a vast number of the affected pages were ranking in Google positions 6-10.

After lots of searching and reading, I’ve come to understand this could be what many in the SEO community refer to as a core quality (or Panda) update. It seems Google has been focused on content quality for much of the 2nd half of 2017.

Here are a few items to consider if you or a client has been hit by a core quality update.

One of the quickest ways to see if your website may have been impacted by a core quality (Panda) update is the use the Panguin SEO Tool, which pulls your organic search traffic from Google Analytics and charts it alongside a graph with markers for confirmed and unconfirmed Google Algorithm Updates.

Basics of SEO at WordPress Austin Meetup

Garrett presented this talk to the Austin WordPress Meetup Group on October 16, 2017. A description of the talk along with the slides is included below.

Learn the basics of SEO and how to optimize your WordPress website to improve visibility in search engines. Garrett will talk about the SEO tasks you should take care of ASAP and will provide an overview of SEO and local SEO. Garrett will also review popular SEO WordPress plugins and settings.

Umbraco Articulate Blog – SEO & User Experience Enhancements

A client recently migrated from a proprietary association content management system to Umbraco, a flexible, open-source dot .NET web content management system. I have been impressed by the flexibility and ease of use of Umbraco for everything from authoring new content, to front-end/back-end development, to the ease-of-use of the templates.

Umbraco Logo

The client now needed a blogging solution. When evaluating blog packages, the team looked at a few options including WordPress and Articulate, a blog package for the Umbraco content management system. From the organization and development perspective, managing the blog within Umbraco made the most sense. I am the SEO Consultant, so I reviewed the Articulate blog package from an SEO and user experience perspective and provided the recommendations below.

Hopefully, an Umbraco/Articulate developer will find this post and consider adding these features to the core Articulate blog package. These changes improve the product, make SEO and User Experience Designers more inclined to use the Articulate blog package, and improve the visibility of Articulate hosted blogs in search engines. I don't have all the technical details on how the changes below were implemented, but hopefully, you have a developer to help with those steps.

Blog Business Requirements

  1. To host multiple blogs under a single install of whatever blog package we choose.
  2. If multiple blogs exist, the /blogs/ page should turn into a directory that has a listing of each of the blogs and most recent posts with links and a snippet of text about each.

SEO & UX Functionality that should be added to the Articulate blog package

  1. It was a hassle for the software developers to get multiple blogs in the same /blogs/ folder. There are still some peculiarities with this in how the content is managed in Umbraco.
  2. If there are multiple blogs in a single instance, make the /blogs/ folder a directory of currently published blogs with the following configuration options:
    • Allow the user to select how many posts to show on the page.
    • Set an option to show the most recent blog post as highlighted, with an image, larger text, display the excerpt/description inline.
    • Set an option to show the excerpt/description, date, and date format along with the blog post link.
    • Set an option to enable/disable RSS feed for the blog.
  3. The default settings automatically place all blog posts inside a folder called /archives/ Why not make the default folder something like /posts/? Or just put the blog post in a corresponding month and year folder?
  4. Consider turning date on by default in the URL. This should help prevent duplicate blog URLs and will help organize blog posts into month and year folders, similar to other blog software.
  5. Add breadcrumbs to blogs and blog posts. These are helpful to users, so they have a consistent experience across the site. Breadcrumbs also help Google and search engines crawl and index blog posts and content.
  6. Consider an option to add an on/off switch that would add a meta noindex tag in the header of tag pages. Often these pages aren't incredibly useful to search engine crawlers.
  7. When published, blog posts should be added to global sitemap.xml file. This is an XML file with a list of all of the important web pages on a website, it is used by search engines to determine which pages to crawl first and can be useful in notifying search engines that you have new content available.
  8. By default, both category and tags should be switched to lowercase and spaces should be replaced with hyphens before the tags and categories are written into URLs. Not doing this, you end up with category and tag URLs that look like this.
    • https://www.garrettdigital.com/blog/categories/Estate%20Planning/
    • https://www.garrettdigital.com/blog/tags/Business%20Succession%20Plan/