Author Archives: Kenneth Hurta

Kenneth Hurta

Bing Being Minimalist

Posted on by in General Info

There was once a boy named Bing who was rich. However, there was a more popular boy named Google who was notably richer. Bing strived to reach the opulence that Google had attained and became known for, but all of the new toys Bing bought did little to bring him closer to the eminence of the beloved Google. Bing eventually got weary of being unsatisfied with the return on his investments, and took the bravely modest step of becoming a minimalist.

You’ve heard the maxims: less is more, money can’t buy happiness, the best things in life aren’t things, get rich or die trying. Well that last one is a bit different than the others, and one that Bing has rescinded from its favorite quotes section on Facebook. The Microsoft owned search engine is moving away from the feature heavy, everything-you-could-ever-need-in-your-face approach, and embracing a cleaner, less cluttered version of its search engine results pages. This is a drastic change in direction, evidently with the purpose of completely differentiating from the highly decorated Google SERP.

The most salient changes are concerning the evisceration of the left sidebar, which previously hosted related searches and search history, as well as a simplified and more subtle logo and top navigation.  The related searches have been relocated and now reside beneath the ads on the right sidebar.

Compare that against the old Bing results page:

The new Bing embraces widespread white space, and places actual search results center stage with zero distractions.

What kind of impact will this have on paid search ads? Ads could potentially benefit from this change, as there is really nothing else to look at other than search ads and organic search results. The previous Bing design, and the current Google design, included various options above the fold that essentially competed with search results for the eye’s attention. I could see Bing ad click through rates improving due to less overall click options.

Perhaps Bing is coming to terms with the stark realization that their algorithm will never be as technologically advanced as Google’s, so the logical strategy is to now rely on display aesthetics to win over searchers. Interestingly Bing is not providing the option to revert to the old format, but is instead fully embracing the uncluttered cleanliness of the new design. There is backfire potential here, as some Bing loyalists that may have been in love with the old display are now feeling forced into this new design that they didn’t ask for.

Time will tell if the minimalist spirit will manifest and amplify Bing’s market share to lofty new heights. It will also be interesting to see how Google reacts, if at all. Bing has claimed that they are not yet finished with the design, so we will likely see more alterations soon. It is now the time for us searchers to choose what we prefer, more or less.

Kenneth Hurta

Yahoo! and Bing Search Getting Rich

Posted on by in PPC News, PPC Practices

Google this, Google that. Google is no doubt the celebrity of search, creating formidable buzz and coverage with even the most inconsequential of updates: “How will the wavy Google Doodle affect your Ad Rank?! Jeremy Lin explains next.” I assume that Yahoo! and Bing have long grown weary of Google incessantly dominating conversations about search advertising. While Google continues to sustain a comfy search market share at 66%, Yahoo! and Bing cannot be eschewed with 14% and 15%, respectively.

For those unaware, Microsoft AdCenter is the platform used to manage ads on both the Yahoo! and Bing search engines (similar to AdWords with Google). AdCenter has recently re-launched a rehashed refresher of its captivating, feature-heavy ad format: Rich Ads in Search.

Once RAIS is enabled, which requires contacting a Yahoo! representative, it can be used to bid on up to 500 exact match branded keywords (it is currently available for branded terms only). Rich Ads will display in the top position only, displacing other standard text ads to the right side bar of the search results page. RAIS allows for inclusion of the following features in your ads:

  • Additional links (think Google Sitelinks)
  • Videos
  • Images
  • Icons
  • Form Field
  • Product Info

AdCenter claims that this format enhances existing campaigns by building a stronger brand presence through prominent placement, as well as generating higher click-through and conversion rates. In fact, RAIS allegedly averages a 30 – 35% click-through rate and a 40 – 50% higher click-through rate in comparison to standard text ads. They will be slightly more expensive though—bids must be higher in order to indicate that these Rich Ads are the preferred format. AdCenter recommends a 50% higher bid for RAIS than standard text ads.

It seems that the standout feature is the option to include a form field within your ad. For instance, a field could be included for zip code submission that would generate a list of nearby stores, a very appealing offer for local businesses. Also, the ability to include an engaging video within your ad is quite desirable and could provide that extra nudge needed to convert a searcher into a fan or consumer.

While Google remains the main event with the most packed arena, Yahoo! and Bing are making some concerted aesthetic changes to rally some of the crowd.

Kenneth Hurta

Facebook Ads: Super Social Solicitation

Posted on by in PPC News, Social Media

The most recent development in Facebook Advertising is the controversial inclusion of Ads in the news feed. Facebook has been planning this for quite some time and it is now coming to fruition. This update allows for paid communication to appear directly in users’ main source of social information. These ads will be equivocally designated by a small notice in the bottom right corner reading ‘Featured.’ The format will be equivalent to Sponsored Stories (covered below), simply repositioned to a more visible, and probably more engaging, position. It will be interesting to see how this plays out for Facebook, as there is already a surging clamor concerning the most intrusive placement by the social network as of yet coupled with invariable privacy issues that have plagued Facebook from the start. Here is an example via pcmag.com:

 

 

Pages

 

The first step is creating a Facebook Page for your brand to interact with fans and customers. Ensure all pertinent information about your business is present and post regularly to entertain and galvanize both current and potential fans. Maintain an amiable and professional voice while monitoring your page closely, responding promptly and earnestly when users post on your Wall.

 

Page Insights

 

Evaluate the success and engagement of your page with the Insights data Facebook provides. You will be privy to user insights, including page likes, number of fans, active users, like sources, demographics, and page views, as well as interactions insights, including user feedback on activity and general daily page activity.  Monitor your daily and monthly fan volume growth, average number of likes and comments, and number of total page views. Refine your customer persona using extensive demographic data, reviewing what types of people are interacting with your brand and in what ways. Facebook recently updated data on Likes and Reach to improve the accuracy regarding audience location, which is important and useful information to marry with your location based strategies. Finally, the insights discovered will assist you in determining the efficacy of your Facebook advertising efforts, which go as follows.

 

Ads

 

Once your Page is set up and optimized, start playing around with Facebook’s simple ad creation platform. Consider your business objectives and goals for your campaign; are you primarily concerned with sending traffic to your website, amplifying volume of ‘likes’ to your Facebook page, or both? Whatever strategy you decide to pursue, design your ad to reflect it. Formulate an appealing title, useful body, and compelling image – imagery can make or break a campaign. You only have a very brief window of visibility and interest from the user, so make the most of it by being humorous, emotionally invoking, or aesthetically pleasing with your image.

 

You can then move along to targeting, which Facebook does as well as anyone given its immense trove of user demographic and interest information. Select your desired audience, exploring the vast amount of categories and classification options that Facebook allows. You can target millions or thousands of people depending on your respective awareness, sales, and fan base goals.

 

Similar to most paid search platforms, Facebook permits the setting of your own budget, so you’ll never spend more than you dictate. Of course, having a sizable budget will ensure that your ads are receiving plenty of exposure, and as your campaign progresses, you can evaluate and adjust budgets based on what is working. Valid billing information is requisite for your campaigns to begin running. Your ads manager will allow you to view comprehensive data, providing reports easily filtered by campaign, time summary, date range, and format. It will also display a host of metrics, including impressions, clicks, connections (likes), click-through rate, spend, and cost-per-connection.

 

Sponsored Stories

 

These are perhaps the most personal Ads on the internet. Sponsored Stories generates a ‘story’ about users’ activity with brand pages that surfaces on the right side of Facebook pages (and now in the news feed as well, as explained above). Eligible activity includes page likes, page comments, check-ins, event RSVPs, page question votes, app usage or game play, and website likes or shares. For example, if my Facebook friend Mark checks in at Subway, I very well may see an Ad notifying me that Mark visited Subway and that I should too (assuming Subway is running Sponsored Stories). This format is contingent on the organic activity that users have with your page, so utilize your resources deftly to encourage interesting story material.

 

Now you are infallibly equipped with incisive Facebook Advertising acumen. Never again will you have a shortage of friends.

Kenneth Hurta

Desirable Descent

Posted on by in Internet Marketing, PPC News, PPC Practices
What’s the most important facet of your AdWords campaign? Is it bidding on the most auspicious keywords in your industry? Very important but no. Ensuring that the keywords are highly relevant to the matched ads within a particular ad group? Crucial but not superlative. Invariably, the sacrosanct factor in your paid search equation is none other than your landing page quality. 

Google has further confirmed the above verity with the recent tweaking of its AdWords algorithm to give landing page quality more weight in the Quality Score formula. Whether you are managing your own paid search accounts or contracting management with an agency, the critical, top priority task of creating a high quality landing page is your responsibility. What makes a landing page quality, you ask? Follow the best practices and guidelines below to join the eminent advertisers in landing page salvation. 

Relevance - Relevance has always been touted as the paramount focus when creating and optimizing landing pages. Make sure your page is relevant to both the associated ads and keywords and to the searcher’s user experience after clicking through. Use similar and relative keywords when writing content and always keep the user in mind when considering what and what not to include on your landing page. 

Transparency - Don’t promote any special offers or products in your ad copy if you are not prepared to follow through on your landing page. If your ad copy suggests a sale on socks, there better be some discounted hosiery clearly visible. Even more nuanced, don’t advertise German Shepard specific dog food if your landing page is selling chow for Border Collies. Google will not be deceived and the requital is far from worth it. 

Usability - From navigation to aesthetics, user experience will go a long way. Bear the shoes of the searcher and scrutinize every business-driven decision that you’re thinking about making. It would be an ironic tragedy for that unattractive ad at the top of your page to lead to your Quality Score being vitiated. 

Always keep the above three principles in mind when crafting your landing page. If your proclivity is for lead generation, I have even more goodies for you! 

Focus on the Lead Form - The star of your landing page should be the lead form—this is the primary purpose of the landing page. Over-emphasizing details and prices can confuse consumers and lead to a drop in conversion rates.

  • Hyperlinks - Links to other parts of the site are helpful for direct website traffic, but when it comes to lead generation landing pages, too many links can confuse the visitor and result in clicks to other pages instead of a lead form fill out. 
  • Simple Design - The simpler the design the better. There is less room for clutter and more room for the lead form plus basic information relevant to your product / service. Specific costs for every single type of package is unnecessary—this is reserved for the sales person who will be contacting the prospective client. 
  • Above The Fold - Visitors should not be forced to scroll down to the bottom or middle of the page to fulfill the desired action. When designing a landing page specifically for paid search traffic, try to include all appropriate information “above the fold” with no or little scrolling necessary. This will give a clear and concise display of the lead form, and optimally, simplify the user’s experience. 

You are now prepared to create an optimized landing page that Google will indubitably be enamored by so get to designing and prepare yourself for Quality Score rapture. 

Kenneth Hurta

Right Brained SEO

Posted on by in SEO

SEO can be a very nebulous and frightening concept, especially with all that talk about spiders and robots.  During the seminal stages of an SEO campaign, it is much easier to regard the big picture before even considering the meticulous pixels. Starting with the latter can lead to confusion, and possibly dramatic increases in blood pressure, so slow your roll, tap into your brain’s bored and lonely right hemisphere, and prepare yourself for search engine enlightenment.

There are three high level disciplines that ought to be pondered at the inception of any SEO campaign:

Content

Content is the ruler, and it will remain so as long as the relevance party is in power. When examining the content discipline at a high level, the first step is to find peace with the fact that if you do not commit to creating original, useful content, then your SEO efforts will be vitiated from the start. All you have to do is identify some opportune keywords that you want to rank for and implant them within your unique content in a concentrated way that does not take away from the user reading experience. Don’t forget that you are going to have to conjure up some keyword rich, fresh content for all of your online outlets, not just your company site. But that’s a little too granular for this overview so breathe easy.

Code

Search engine algorithms follow certain protocols when crawling sites, and there are plenty of ways to optimize your site’s source code to acquiesce to those algorithmic impulses. The key here is to understand that you will need to alter the underlying structure of your website so that it is properly optimized to be found and completely indexed by search engines.

External 

Your online authority will be search engine scrutinized and appraised, which will of course have an effect on your site’s rankings. Online authority is measured by how much of a presence your site has across the internet and the quantity (but more importantly quality) of other sites linking back to you. Google uses an evaluation called PageRank, which can be regarded as a link popularity score. See to it that your site has shed the appropriate pounds, applied the most auspicious amount of makeup, and schmoozed the right individuals (or in this case websites), because these judges can’t be paid off.

See, SEO is easy! Upon diving into all of the tiny tweaks and specifications that make up a successful SEO campaign, if you find yourself drowning in a sea of augmented reality, just think back to these three simple disciplines. Take a sip of coconut water, center your chi, and get back to it – the site isn’t going to optimize itself.