FREQUENTLY ASKED QUESTIONS
How Much Does Google AdWords Cost?
The average cost per click in Google AdWords is between $1 and $2 on the search network. The average CPC on the Display Network is under $1. The most expensive keywords in AdWords and Bing Ads cost $50 or more per click.
What Is Quality Score & How Does it Affect PPC?
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:
- Your click-through rate (CTR).
- The relevance of each keyword to its ad group.
- Landing page quality and relevance.
- The relevance of your ad text.
- Your historical AdWords account performance.
What is AdWords Express?
Google AdWords Express is an advertising product that automatically manages your online ads, without the need for daily management or tasks.
What’s a Good Quality Score for Branded Keywords? 8+
Even though your website should be the first thing that shows up in the organic results when someone searches for your business, there’s a big old chunk of real estate above the organic listings that your competitors are welcome to claim. (And the above the fold real estate on brand searches looks even more commercial on mobile devices.) Fortunately for you, competitors need to pay a premium to do so.
That being said, many of them are ready and willing.
For this reason, you need to bid on your own keywords. The required investment is small—especially compared to some of those high intent keywords (we’ll get to them in a minute)—but dominating the SERP pays dividends. You can basically sleep your way to a high-quality Score for branded campaigns. That means if you’re not seeing at least an 8, something has gone horribly wrong (don’t worry, it’s fixable).
How to improve my quality score for AdWords?
- Structure your campaigns into smaller yet targeted ad groups.
- Optimize keyword ad copy.
- Target your landing pages.
- Know the Quality Score factors.
- Decrease your landing page load times.
How do landing page load times affect Google AdWords Quality Score?
According to Google, landing page experience is evaluated according to the following things:
- Relevance and usefulness of page content
- Trustworthiness of page content through transparency
- Ease of navigation via mobile and desktop
- Fast website and page loading time
Modified Broad Match: What is it and how does it work?
The modified broad match was introduced by Google in 2010 and is one of three types of matches:
- Broad match
- Phrase match
- Exact match
Essentially, broad match displays ads for synonyms and word stems of synonyms.
For example, if you’ve targeted the keywords “running + shoes,” a broad match keyword might appear for “best running shoes, running sneakers, running tips,” and “shoes for running.”
What are the negative keywords in Google AdWords?
From Google’s perspective, “negative keywords” are keywords that let the search engine know where you don’t want your ads to appear. This prevents you from wasting money on unwanted clicks and ensures that the traffic you’re getting is relevant and purposeful.
What Exactly is Pay-Per-Click Advertising?
PPC advertising is a marketing model where advertisers create ads and pay a pre-arranged fee each time their ad is clicked on. These ads are shown within search engine results or in a variety of ways on different social media platforms.
Pay-Per-Click is a way to pay for visits to your website or landing pages to complement the organic visits you are already experiencing. The most common types of PPC advertising are through search engines, such as Google AdWords and Bing Ads and social media platforms such as Facebook, Twitter, LinkedIn, and Pinterest.
What Types of Small Businesses Can Benefit from Pay-Per-Click Advertising?
Virtually every small business can benefit from implementing a pay-per-click marketing strategy to build its web presence. The trick is to identify targeted, relevant keywords, understand your target audience and a strategy that will drive the right types of leads.
How Does Pay-Per-Click Advertising Work?
There are many fine points to developing an effective ad campaign and every industry requires that different details be addressed. Deciding on whether to advertise on a social media platform or a search engine platform or a combination of both will also determine the success of the campaign.
Understanding an outline of the process will help small businesses to get started; however, to adopt an ongoing marketing campaign that yields results requires additional knowledge and, in many cases, the assistance of a marketing specialist.
The first step to using a paid search marketing strategy is to develop a campaign strategy with a budget. Ask yourself the following questions:
- What is your objective?
- What are your keywords?
- How many advertisements do you want to run?
- What is your budget?
Once you have developed a campaign strategy, it is time to create either a text, image, or video advertisement and publish it to your search engine advertising account. You will be able to specify the following criteria:
- Start and stop dates
- Maximum PPC price
- Audiences by demographic and other filters
- Various other settings
Once the advertisement has been approved and is published, check your dashboard frequently to monitor progress and make any adjustments to the campaign that may be needed.
Social Media Management/Marketing
How much does it cost to advertise on Facebook?
If you’re measuring cost per click (CPC) Facebook advertising costs on average about $0.27 per click. If you’re measuring cost per thousand impressions (CPM), Facebook advertising costs about $7.19 CPM (Hootsuite).
How Much Does it Cost to Advertise on Instagram?
The Cost to Advertise on Instagram. The cost of Instagram advertising is a bit more than the cost of Twitter advertising and Facebook. With its impressive targeting capabilities and click-through rate, the cost to advertise on Instagram is a bit higher. Average CPM (cost per thousand views) is $6.70.
How to Retarget Content to Facebook Custom Audiences
The most common remarketing tactic is targeting relevant ads at people who have already visited your website (usually a specific landing page). You can include those visitors (and the custom audience they’re part of) as a target audience in a Facebook ad retargeting campaign.
What is Facebook Pixel?
The Facebook Pixel, also known informally as the Facebook retargeting pixel, is a snippet of code you can insert into the back end of your website. Like other tags, it helps drive and decodes key performance metrics generated by a particular platform. Specifically, Facebook Pixel helps businesses with a Facebook page determine and improve the ROI from the world’s biggest social network.
Search Engine Optimization (SEO)
1) What is SEO?
SEO stands for search engine optimization. It refers to techniques that help your website become more visible in organic search results for the people who are looking for your brand, product, or service via search engines like Google, Bing, and Yahoo. For more information, check out this post.
2) What’s the difference between organic vs. paid results?
Organic results are the results that appear in search engines, for free, based on an algorithm. Paid — or inorganic — search results appear at the top or side of a page. These are the links that advertisers pay to appear on different search engines.
3) What are meta descriptions and do they still matter?
A meta description is the text that appears below your page in a search engine result that explains what the page is all about. In this example, the meta description is “Learn the elements needed to write a comprehensive blog post in just 9 easy steps.”
Meta descriptions still matter, just not in the same way they used to. They used to be a place to optimize for keywords so crawlers would know more about your page contents; now, it’s more important you write something compelling that makes readers want to click so you can improve conversion rates from SERP results to your website.
4) Should I optimize my domain name to include keywords?
Your primary domain should not include a keyword just for the sake of keyword optimization — that can actually hurt your SEO. If your company name happens to have a keyword, that’s fine, but don’t go buying inboundmarketingsoftwarebloggingsocialseoemailautomation.com. Get what I mean?
5) How do I know when I’m using the right number of keywords on a page?
Unfortunately, I can’t tell you an exact number that is the “right” number of keywords on a page, mostly because that’s the wrong way to think about keyword optimization.
There’s no keyword density you should be aiming for — in fact, using a keyword too many times can result in penalization due to “keyword stuffing.” Just keep the reader in mind, and only use keywords when you need to. You’ll find enough natural opportunities to include keywords that you won’t even have to worry about reaching an arbitrary number.
6) What’s the difference between internal and inbound links?
Internal links are links on a page on your site that go to another page on your site. Inbound links are other websites that link to your content. Both are valuable for SEO.
7) How many internal links do I need on each page of content?
Just like you should avoid stuffing too many keywords into your content, you should avoid stuffing too many links into your content. Only include them when it improves the reader experience.
8) Where is the “|” on my keyboard?
See the screenshots below to find that symbol.
9) Do I need to know how to code to do SEO myself?
You do not need to know how to code for every element of search optimization. There are some more advanced SEO tactics that you will need a basic understanding of code for, but it isn’t necessary for every part.
10) What is robots.txt?
This is a page that gives search engines information about the pages a company wants indexed or crawled. You can find this page by doing to YOURDOMAIN/robots.txt.
11) What is the sitemap.xml file?
This file is an index of all the pages on your site. It’s a quick reference for search engines of content that you want to be indexed.
12) What is the difference between indexed and crawling?
When search engines look through the content on your website, they are crawling your site. As they crawl your site, they index content that will appear in the search engine. However, an important thing to remember is that not all content is indexed. Search engines pick what content they will and won’t index as they go through the crawling process.
13) How can I see what pages are indexed?
It’s as easy as typing in site:www.YOURDOMAIN.com to find the pages on your site that are indexed.
14) Why do you need alt text on your images?
Search engines cannot read images, but they can read the text. The alt text helps them figure out what the images are all about. Plus, if a page doesn’t load for some reason, people can still find out what the image is by reading the alt text.
15) How long does it take to see results from SEO?
There are a few different factors that will determine how quickly (or slowly) results will come. This list includes, but isn’t limited to:
- How much content you create
- The quality of the content
- How the content resonates with your audience
- If you’re a big or small site with a strong or weak domain authority
A large site could possibly see results in a couple of days if a search engine is crawling their site regularly. Smaller sites will most likely take longer because they get crawled less frequently. Wait at least a week, but probably closer to a month, before you consider changing your SEO strategy — a bit longer if you’re brand new to SEO.
16) Should I hire someone to do my SEO?
Hiring someone internally or externally to do your SEO can be helpful, but it can also be dangerous if that person doesn’t actually know the modern rules of SEO. Google goes into the risks of hiring the wrong SEO person in this support doc.
17) What’s a good goal to set for your SEO?
When you think about your goal for SEO, don’t just think about the top of the funnel and how many more visits you’re getting to your website. Think about your full marketing funnel and how much quality traffic you’re getting to your website.
Are the people who are finding your website through SEO actually qualified prospects for your business? If not, does it really matter that the traffic to your website has increased?
As you create your goals, consider what general traffic vs. quality traffic means to you. Set goals not just based on traffic, but based on the entirety of your marketing funnel.
Google My Business
1. What’s the difference between a Google+ Profile and a Google+ Page?
Firstly, Google+ (or Google Plus) is a social network that builds off of your Google email account, otherwise known as Gmail. When you go to your Gmail, you can navigate to Google+ from the dashboard icon, where you are prompted to add people to your networks and add extra details to your Google+ Profile.
Your Google+ Profile is your personal profile, where you act as an individual sharing content and information with your followers on Google+. It’s very much like a personal Facebook profile.
A Google+ Page is very much like a Facebook Page and represents a company or organization. You can make changes to your Google+ Page through your Google My Business dashboard that lets you manage your business presence across Google, including Search and Maps. Information that you add and/or change in Google My Business will also be reflected in your online listing, which shows up when someone searches your business on Google.
2. What should I do when someone else has claimed my listing?
There might be the odd case that when you go to verify your Google My Business listing, a message indicating that “someone else has already verified this listing” appears. To reclaim your listing, you’ll need to request admin rights and submit a transfer of ownership request. Google will attempt to contact the person who claimed your listing to verify the transfer. If there is no response within 7 days, Google will un-verify the current owner and then send them a verification code to confirm their identity.
3. Could I set up a Google My Business listing as an individual practitioner?
The answer is yes. An individual practitioner is a public-facing professional, typically with his or her own customer base. Doctors, dentists, lawyers, financial planners, and insurance or real estate agents are all individual practitioners. However, if there are multiple practitioners at one location, it is recommended for the organization to create a listing for the location, separate from that of the practitioner. As well, it’s recommended that solo practitioners that belong to branded practitioners should share a listing with the organization.
4. Can I leave out my business address on Google as I am a home service company and don’t want people visiting my home?
You have the option to hide your business address by listing your business as a service area, instead, on Google. You can also choose to remove your service area entirely. To make these changes, go to Google My Business where you can update your location preference for your listing.
5. If I’m relocating to a new address, how do I update my listing?
If you’re moving to a new office, it’s likely that your new location has been occupied by a business before you. Find out who that is and make sure you mark their business listing as closed. As well, be sure to also mark your old listings as permanently closed. To edit your new information, visit your Google My Business listing and include accurate and up-to-date information such as phone number, address, and office hours.
Google AdWords are pay-per-click ads in which advertisers are charged a certain amount whenever someone clicks on their ads after conducting a search. The benefits of Google AdWords are that it can help your business appear higher in search results, especially if there’s a lot of competition for your keywords.
Deciding on advertising with Google AdWords depends on your industry and whether you will see a high return on ad spending. Types of industries that see a lifetime value of a new client include dentists, doctors, educational programs, internet providers, utilities, etc. Other industries that see high margins on a single purchase include cars, weddings, home appliances, lawsuits, and repair jobs.