How to Improve Your Quality score

Before we discuss the importance of your website’s quality score and how to improve it, lets go over what a quality score is. A quality score is an estimate of how relevant your online advertisement, landing page and keyword are to the person searching on Google. It is so important because it determines how far up on the organic search list your website will appear. Think about how many times you were searching for something and made it past the first page of results. Not many, right? Well, with a low Q score you can forget appearing on even the first fifteen pages let alone the first one. Another great thing about having a good Q score is you will pay less per click the higher it is, two incentives that are crucial for successful online advertising.

So the next question is how do we get a good Quality score? The Q score is determined by a combination of click through rates and relevancy to the searched term. Google will recognize when you have searched for a particular keyword and when your have not clicked on a leading result. In an effort to give you what you’re looking for, Google will lower their Q score so they don’t come up as often for your searches. They are basically assuming that if you never click on a link, it isn’t what you’re looking for. Most of the time they would be right. The more your link is clicked on after a keyword search, the higher your click through rate, the higher your Q score. Get it? Well that’s only half of it. But before we get into relevance, how do we make sure we have a high click through rate?

Split testing.

Split testing involves making two of the same ads with different content. Through Google analytics you will see which one has received more clicks. Delete the other. Then you will gradually make changes to the winning ad until you have a maximum click through rate. Trial and error will lead you to click through rate success.

The other half of your Q score is determined by relevance. Google can actually tell how relevant the content of your site is to the topic being searched. This eliminates anyone trying to take advantage of keyword searches. For example, a website with a certain keyword written five hundred times on a page would not receive a good Q score. Google is not stupid by any means. They want to eliminate any flaw in the searching system, giving the searcher exactly what they are looking for. That being said, keywords are also very important in raising your Q score (used sparingly). Because Google can detect duplicate content, Key words have to be place in different sections of the page. It’s always important to have your keywords in the ad text itself, but it is also important to put them in your Meta tags, your description, your H1 tags, your title and your content. This way Google will find relevance with your entire page thus raising your Q score.

Do yourself a favor and take this seriously. Google can be the difference between getting rich and going out of business. You don’t want to be on the wrong end of the infamous “Google Slap”.

The Rise of The Mobile Device In Google Analytics

Mobile devices have become so common among people today that most people have more than one. I myself have a smart phone and an Ipad. Google has recently announced that in efforts to keep up with the mobile trend, they will be releasing new technology to monitor webpage and mobile app analytics. This is a necessary move for a couple of reasons.

1. Viewing analytics for a mobile app will become so simple that a business will be able to track the user from discovery through download all the way to engagement and even in-app purchases.

2. Analytics will be viewed in real time, which makes having a Google Analytic App on your mobile device useful no matter what time of day it is.

3. Automatic and customized alerts can be received at anytime of day. Google analytics will detect statistical problems in your data and alert you right away instead of waiting until you get back to your computer.

Google will expand the mobile app analytic technology on two fronts. Tracking mobile devices from a computer and tracking webpage analytics from a mobile device. Clearly Google is staying ahead of the curve when it comes to Internet marketing.

But why are apps so important? Mostly because a majority of them are free. Free, fun, and useful. Either a user is downloading a game to pass time and interact with friends or reading the news and checking the remaining balance in their checking account. I can tell you that every function just discussed comes for free on both Apple and Android smartphones. Because they serve such a purpose, using them to promote events and drive sales has become very useful. Now with the New Mobile Google Analytics, applications will also be just as measureable as Internet advertising. Google continues to pave the way.

Old School Ads: The Art of Hand Painted Billboards

Walking through lower Manhattan this morning, I looked up to see an advertisement for the newest installment in the Batman series. As I looked closer I noticed that this particular ad was actually hand painted or at least appeared to be so. I began thinking to myself how difficult of a task it would be to paint a billboard as large as this one. This ad was at least fifteen stories high and one hundred feet wide. I couldn’t wrap my head around it. When I got to the office I did a little research. I found that a small firm located in Brooklyn, Colossal Media, specializes in hand painted advertisement located all over the five boroughs. Not only was I right about this ad but there were more of them, many more.

I was still confused on how it was possible to make such a realistic painting as large as these. I hadn’t seen such genius use of proportion since I visited the David in Florence, Italy. I watched a few videos to learn about their technique.

It seemed that they actually do use a similar approach as Michelangelo once did, scaling inch by inch from a street view to create a perfect perspective. The artists draw a massive picture on paper in order to trace the outline of the image on to the wall. They use an electric burning pen to burn through the paper onto the wall, giving them a template to paint around. Using these tools to set up the artwork is very helpful however the hard part is painting on the side of a skyscraper. Teams of artists hang off of scaffolding to get the right color in the right spot. The dedication of these artists to each painting shows that Colossal Media does not only care about business. They are upholding a long tradition of old school advertising that has hung over this city and many others for over a century.

Representing clients like Smart Car, Rockstar Games and Pabst Blue Ribbon, Colossal Media helps beautify New York City one ad at a time.

Turn Your “Likes” into $$$!

One of the biggest problems with diverting energy to your company’s Facebook profile is that people who may “Like” your page may not end up doing any more than that. Just last week, I “Liked” Sol Republic, a globalized headphone company. Do I own their headphones? No. Do I plan on buying them? No. But for me it doesn’t matter. All I did was press a button. Is there a way to turn these followers into customers?

It may be as simple including an Opt-in form toward the top of the page. Nobody fills those out anyway, right? Wrong. Most people don’t fill them out but all you need are some and with the right sales promotions that number can grow substantially. The most successful place for this to be located is directly under your main image. How does one little tab encourage sales you ask? Contact information allows for direct marketing, which can easily lead toward dollar sales. With email sign up encouragement in Facebook posts along with exclusive sales promotion and event invitations, motivation for email registration is increased tenfold.

Linking Your Facebook page with the online store or physical location is a great way to drive sales. Coupons offered on Facebook redeemable only at the physical store will not only encourage the purchase of the product but will also increase sharing of your page through social media. “ According to a CMO Council study, 79 percent of consumers are using social media to take advantage of special offers and discounts, but only 43 percent of companies are offering deals via social media.” (1)

A great way to involve Facebook users with your brand is to include sweepstakes into your profile. Not only do you increase the customer’s excitement over your brand but you also receive all of their information when they sign up for your sweepstakes. I recently won a 4 pack of eco-friendly light bulbs in the mail. You can certainly bet that I’ll be signing up for more sweepstakes in the near future.

The last way to convert “Likes” into sales is to tease your “Likers”. Provoke the “Liker”. For example, a friend of mine is working for a certain tequila company with a unique package design. The tequila is sold in a skull shaped bottle. With the periodic Facebook post of “Hey there, Skull Heads! We’re aiming for 1000 likes by the end of the day. I think we can hit 1500!” He increased his likes by 1000 percent, resulting in a huge turn out for the company sweepstakes. CHA CHING.

Use these tips and make Facebook work for you! It’s easier than you think.

1. CMO Council, “Variance in the Social Brand Experience,” 2011

Google ReMarketing: Capture Sales with Efficient Online Advertising

The world of Internet advertising has gotten a whole lot simpler. Once upon a time, keeping shoppers from leaving your website was almost impossible. The attention span of the average Internet consumer is extremely short. One minute they’re shopping for new shoes, the next minute they are reading a blog about Internet marketing! Once again, the folks at Google have come up with a solution for this very problem. With the introduction of ReMarketing, your product ads will remain with the consumer even when they leave your site. It’s very simple actually. As a shopper visits your page, a cookie is planted. Let’s say your shoe shopping experience was cut short by your sudden urge to buy concert tickets. Google ReMarketing will plant Sneaker banner ads on the side of the concert page. This way you don’t forget you were about to buy shoes and if you decide not buy them today, odds are you will return to the same site to do it when you’re ready.

These cookies stay with the shopper until it is manually deleted, but until that happens the cookie is hard at work. The shopper will continue to see banner ads from your website even though he/she has moved on to a competitors site. The ads will appear to be following the user around as they move around the web. In essence, they are. The advantages to this are pretty obvious. The first advantage being that the ads are targeting people who have already shown interest in the brand or product, meaning that they have a more of a likely chance of purchasing it. Each ad has a hyperlink to your corresponding website which directs traffic right back to you. The other advantage is if they are not ready to purchase the product, your product remains at the front of the consumer’s brain ahead of the competitor’s product until they are ready to make a purchase.

A lot of people see an ethical issue with cookies. They track your actions online and they are overall, just annoying. Every Internet user has the ability to delete his/her cookies whenever they want by going into Internet options and selecting delete cookies. Because the user can control his/her cookies, Google ReMarketing benefits both the website and the consumer. The website gets more traffic and in turn an increase in sales while the consumer gets the best deals for the product he/she wants.