We are continuing to roll out our series on the Basics of Social media and in today’s article we are going to discuss LinkedIn.

So far in this series we have covered Facebook and Instagram. In terms of users in the United States, LinkedIn comes in 3rd.

Facebook
Instagram
LinkedIn
Twitter

LinkedIn isn’t your conventional Social Media app such as Facebook, Instagram or Twitter. It is dedicated strictly to the professional realm.

If your business deals strictly Business to Consumer, LinkedIn is not going to bring your business leads. It is still a great place to learn tips and techniques to better run your business and to network with other businesses.

If your ideal client is another business…LinkedIn is your new best friend. Here are some statistics to let you know why:

As you can see LinkedIn is a gold mine for those businesses that are B2B.

Now that you understand it can help your business, how does it work? What is the logic behind the algorithm?

The LinkedIn algorithm has two goals:

1. To prioritize relevant content
2. To promote engagement

If you have been paying attention to our other Social Media blog posts, you will see this is the same for every Social Media app.

Each of these social media applications are free. As a business owner you know that nothing is actually free and million dollar social media applications don’t just appear out of thin air.

To make money these social media applications need to have engagement and a lot of engagement. They leverage the amount of engagement from their users to get other companies to advertise on their platform and thereby creating revenue.

This gives the reasoning behind why all algorithms are dedicated to engagement.

Just like each of the other social media apps we have discussed, LinkedIn has its own signals that it bases its algorithm on. These are:

Each signal has its own value in the algorithm and the above we have listed them in level of importance.

Personal Connections – LinkedIn considers who you have interacted with directly by likes, comments, reactions and shares. It will also take into consideration information on the profiles such as interests and skills.

Thus when building your network of connections for your business, ensure they are your ideal clientele, so that the content you release is getting seen by the audience you want and not by people who have no use for it.

Interest Relevance – Each user on LinkedIn can be part of groups, use hashtags, follow individual people and pages.

The LinkedIn algorithm when deciding what content to show on a feed will take all the above into consideration.

This means that a marketer who uses LinkedIn really needs to understand their ideal client. They should have a full customer persona laid out. If properly done they can create content that will resonate with their audience on LinkedIn.

Engagement Probability – As cover already engagement is important. LinkedIn has two ways they track engagement.

The algorithm will evaluate the probability of a user’s engagement based on previous posts it has engaged with in the past as well as what type of content you most engage with.
The speed with which engagement occurs on a post. If a post is put into LinkedIn and immediately starts getting engagement it will work to move that post to the top of feeds of people with similar engagement.

What does this mean for your business? Do you know how to create engagement on any social media platform? Engage with other people or businesses.

Set aside time each and every day to interact with other peoples posts. Like, share, comment on other peoples posts. Start creating engagement.

Don’t be generic. It has to be real engagement. Scroll through feeds and find posts that you actually like or want to comment on or share.

You will be surprised by the results. Not everyone will engage, but more than you think will.

This is the best way to “create” engagement.

I hope you have found this article useful. Be sure to follow Evolved on any of our social media accounts or subscribe to our blog to continue to get useful articles such as this one.

Instagram has been coming on strong over the last 5 years and if you are a local or small business you need to take advantage.

The average time a person spends on instagram is 29 minutes. In the overall scheme of things this doesn’t seem like a lot of time, but it actually is.

Since the beginning of Covid 19 these numbers might be a little off, but it just means more time on Instagram.

The average person sleeps 8 hours a day and works 8 hours a day. That is 16 of your 24 hours a day already gone. Factor in drive time and you cut out another hour. Getting ready and eating and everything else that can come into play and take out another 3 hours and we are at 20 hours a day.

Now, with 4 hours of free time left, the 112 million people in the US using Instagram decide to spend half an hour on this social media platform. That should put it into perspective a bit.

75% of businesses in the US are marketing on Instagram and 91% of Instagram users follow a business account. This platform can and does make businesses money…and a lot of it.

Important Basics of Social Medial: Instagram

To understand how a platform can make a company money, you need to understand how it works. Like all social media platforms… it has its own algorithm that does all the work.

Here are the main factors involved:

Relationship
Interest
Timeliness

What does each of these mean. Luckily Evolved is here to help you break it down so you can use it to your advantage.

Relationship – Instagram is a social app. They want people to use it to engage with other people and have a meaningful relationship.

Therefore Instagram is going to highlight posts from accounts that are already connected to the user. So if you are a business the engagement is going to be a huge factor.

Getting involved with Direct Messaging (DM), tagging people’s posts, and leaving real comments is what relationships on social media are all about. So do a lot of it.

Important Basics of Social Medial: Instagram

Interest – Based on the users previous interest on Instagram (meaning the had some sort of engagement) the Instagram algorithm is more likely to show that user similar type posts.

If a person interacts with car racing type posts, a business that is involved in that industry would have a better likelihood of getting seen than a hair salon.

The Moral of this story is to know your target audience. If they have engaged with a similar type business as your own…it will be more likely to see your posts.

Important Basics of Social Medial: Instagram

Timeliness – The more recent a post is…the more likely it is to be seen. You need to be in the right place at the right time.

This comes down to knowing when your target audience is most likely to be on Instagram. If you are trying to target business men or women…don’t post it at 10am in the morning…they more than likely will never see it. Why? Because they are not on Instagram at that time and probably won’t be until many hours later.

Important Basics of Social Medial: Instagram

So what does this all mean for a local or small business.

You need to build relationships with your target audience. That means getting engagement from them on your posts.
Ensure what you post is interesting to your target audience. You can’t just post anything. Thought actually needs to go into what you are posting.
Know when to post and make sure you do it consistently.

I hope this article was helpful. Follow us on any of our social media accounts or subscribe to our blog to continue to get helpful articles such as this.

How can a local and small business leverage Facebook to increase brand awareness, market its services or products and get leads?

This article is the kick-off our new series covering Social Marketing. In this series we are going to cover the Big 5: Facebook, Instagram, LinkedIn, Google My Business and Twitter, and how using them for your business is essential.

I have had numerous conversations with Local and Small business owners over the years. Around 95% of them all tell me the same thing from the beginning:

“My target audience doesn’t use social media”

I have heard this line so many times it is hard for me not to laugh anymore when it comes up. I will share with you what I share with them every single time.

There are 328 million people in the United States. 244 million people use social media in the United States.

That is 80% of the population and you want me to believe that your target audience doesn’t use social media. It just isn’t the truth.

Now does this mean that social media will without a shadow of a doubt bring your business leads…no it doesn’t mean that, but it does mean that you can get your brand to your target audience.

Facebook. There are 2.2 billion people that log into Facebook every single month and 1.45 billion people log in every SINGLE DAY. Outside of Google, Facebook is the most used platform on earth.

94% of businesses in the United States have some interaction with Facebook.

Important Basics of Social Media: Facebook

So how can a local and small business leverage Facebook to increase brand awareness, market its services or products and get leads? That is what this article is all about.

The first step in understanding this universe is to understand how it operates. Facebook has its own algorithms to determine what content to show and engage its users.

Facebook’s algorithm’s sole purpose is to serve relevant content to its users. It accomplishes this by 4 unique factors:

1. Inventory – The name says it all. Facebook inventories everything within its platform.

2. Signals – There are specific signals for the algorithm to pick up
a. Comments & Likes on a photo
b. Engagement with content by friends
c. Shares on Messenger
d. Replies to video content
e. What profile posted the content
f. The time the content was posted
g. The time it is right now
h. Technology (what phone and how fast your internet connection is)
i. The type of content being posted
j. The average time you spend on similar content
k. Was the post informative
l. How complete the profile is for the person posting the content

3. Predictions – Facebook works to guess what you will interact with based on previous behavior.

4. Score – This is a number that Facebook gives each piece of content based on each individual. Meaning a post can have a different score for my Facebook profile than for your Facebook profile.

As you can see this is one sophisticated algorithm. Can you imagine the mathematical equations that need to be used for this type of algorithm. MASSIVE.

So what does all this mean for your business’ Facebook page?

Let’s break this down.

Inventory – There isn’t much you can do about this. Facebook is going to inventory everything that comes into its system.

Signals – This is where you will have the most control over how Facebook controls your posts.

Signals = engagement. The more engagement you get with your post the higher your post will show on feeds of your target audience.

Meaning you will really need to nail down what your target audience will be interested in and what they will engage with.

The above is generally done by survey of existing clientele. Then formatting your posts to get their engagement.

Predictions – Facebook is going to determine based on profile and engagement of an account what they think will be of interest to a person. There really isn’t anything you can do about this, other than ensuring your posts are targeted at your target audience.

Score – Facebook is all about the user experience. They want the user engaged as much as possible and continue to use the platform. Based on this every single post gets a score based on every single user.

The algorithm is going to pull in data from everything it can determine about the profile and show them posts based on this score.

There is not a way to school the system. If Facebook believes that a profile will be interested in your posts based off this system, then they will show it. If not then it won’t.

Therefore you need to create posts to engage your audience.

Important Basics of Social Media: Facebook

Facebook does offer a tool to help you do this. It is called Facebook Audience Insights. It can be found in the Facebook Ads Manager (you don’t have to run an ad to use the tool)

Using Facebook Audience Insights you can filter it based on information you do have about your target audience. Based on this you can get information about this target audience you didn’t have. Such as their interests outside of your business, what type of posts they like, etc.

More information about your target audience will always allow you to create better content that your target audience will interact with.

Long story short. Facebook is built around audience engagement. If your content engages your audience…then you will be rewarded and grow your brand.

Thought has to go into the strategy. It can not be cookie cutter.

We hope you’ve found this article helpful. Follow us on any of our social media accounts or subscribe to our blog to continue to get helpful tips such as this one.

The technical aspect of SEO is centered around ensuring ease of use and relevance.

This will be the last article in our Basics of Search Engine Optimization. In this issue we are going to talk about the technical aspects of Search Engine Optimization.

In our previous issues we discussed on-site optimization and off-site optimization with a lot of rave responses from our audience.

We will do our best to stay away from technical words in this issue or at least explain in simple terms what we are speaking about.

The main thing to understand and I believe I have made this clear in each previous article is relevance and usability.

Therefore the Technical aspect of SEO is centered around ensuring ease of use and relevance.

There are main aspects that need to be concentrated on:

1. Broken Links
2. Blog Page Architecture
3. Originality
4. Use of schema
5. The use of XML sitemap

Depending on who you talk with, there are other aspects that need to be addressed in Technical SEO, but we categorize these in one of our previous articles on SEO and have been covered.

We want to cover each of these points in more depth so that you can use the knowledge to improve your businesses SEO.

Broken Links

Sending a user or a crawler to a page that doesn’t exist is a sin, at least in the eyes of search engines. That is exact what broken links do.
In our experience, broken links generally occur after an update of the website. Most businesses don’t use the same marketing firm or web designer they originally used to build their website.

Things slip through the cracks and links can be lost.

The new firm building the website should do a thorough quality check before ever going live, but more often than not, things get missed.

The next reason is that a business no longer delivers that service and doesn’t want users or crawlers to see the page.

While the page itself is taken care of, the links are not. Thus you still have links sending traffic to that page and this is something you want to avoid.

Lastly would be time sensitive landing pages that just get forgotten about after they have fulfilled their purpose.

A businesses’ IT specialist or a marketing firm worth anything will know how to handle this and it should be standard operating procedure to check this after every website redesign or build and quarterly to ensure you business doesn’t have this.

Blog Page Architecture

What the hell does that mean? Exactly what it says. Duh.

Ok smart ass, then why is it so important. The simple answer is search engines.

Crawlers flow through a website based on links within the site. If a blog is improperly set up and has to flow through links deeper and deeper into the website, the less authority each page will have.

The deeper a page is in a website, the less ranking it will receive to the point it has absolutely no ranking at all.

Therefore have the architecture setup so that moving through the pages of a blog happens from the first page. Not where they have to press a previous or back link to get to the page.

I know it sounds ridiculous, and it is, but that is how the search engines work.

Originality

You would think that something on your website would be considered original. Unfortunately this isn’t the case. Many people steal things from the internet constantly. Unless you specifically tell a search engine that this is original content, you run the risk of having it stolen from you. Whoever steals it can then tag it as original content and you will be penalized for having duplicate content.

Therefore you need to ensure that your IT team or web team ensures that any content you have posted on your website that is original gets tagged with a canonical tag.

This will inform search engines that this is the original content and no one else can be indexed for it.

Use of Schema

Schema – It is something you can add to your pages to give search engines what are called “rich snippets” allowing them to understand better the context of what something is.

I could get into a lot of technical mumbo jumbo here, but I’m just going to skip it. If your IT or web team doesn’t know what this is, make them figure it out. There are a billion different articles that they can find on the internet about this.

At the end of the day, just realize you are making it easier for search engines to understand exactly what you are trying to show up. Making it easier for search engines to give the right information to their users.

XML Sitemap

This is a roadmap for search engines. You will usually find it at the bottom of websites laying out all the different pages that can be found on the website.

The main purpose of the sitemap is to ensure there is absolutely no way for crawlers to miss the important pages you want them to index.

As an additional bonus, it adds user experience and makes it easy to find the exact page they are looking for.

We highly recommend that you have a sitemap on your website.

Between the 3 articles we have released in the last week you now have the Basics of Search Engine Optimization.

We hope you have found these articles helpful and we hope you use them to improve your business.

Please follow our blog or any of our social media accounts to continue to get more articles like this one.

While 70% of the work most companies do is On-site optimization, the other 30% is generally dedicated to the off-site optimization.

Factually, both are equally important and time should be split between the two.

This is the next article in the series we started at the beginning of the week regarding the Basics of Search Engine Optimization.

In this article we are going to cover the subject of Off-site optimization.

So…what is off-site SEO? Off-site are any actions taken to improve a business’ website that do not involve the website directly.

Link build is a massive part of this, but by no means the only part.

We generally break off-site SEO into two categories:

1. Off-site related links
Number of referring domains
Link authority
Anchor text
Relevance
traffic

2. Off-site non-related to links
NAP citations (Name, Address & Phone)
Brand mentions
Google My Business
Reviews
Social Signals

In this article we are going to break down each of these factors, so that people can understand what this is really all about.

Number of referring domains

This one isn’t rocket science. Every business is going to say they are the best or can absolutely 100% handle your problem or needs…otherwise, why are they even in business.

What search engines are going to look for, is other people saying you can do what you say you can do. They do this by analyzing your referring domains.

The more you have, the more search engines will see that other businesses, people, etc trust your business.

Here are a couple of things you can do to help build up links:

1. Outreach – Go out and communicate with people in your industry
    a. People that have mentioned your keywords in their articles
    b. People who’ve linked to articles related to what you are working on getting links for

2. Unlinked Mentions – Search the internet for articles relating to your keywords. Find places where links could be imputed. Contact the person handling the article and ask or offer to put your link there to create more engagement from internet users.

3. Stealing Links from Bad Content – Have you ever read content that is just bad about something in your industry? If you have something better, reach out to the person who posted the article and get your article linked instead

Link Authority

Link Authority is closely related to the number of referring domains. You want to have as many domains as possible linked to your website, but the higher domain authority they have, the more credibility they will lend to your business.

Ahrefs has a free tool called Authority Checker that anyone can use to determine the domain authority. It will help you determine what companies to go after.

Anchor Texts

What’s an anchor text? It is the clickable text used to link one web page to another web page.

When you create a link in just about anything, you can write whatever words you want to write. The words could say flying monkeys and the link can take you anywhere. If you actually click on this link, it will take you to our blog page.

Those blue words are anchor texts.

Search engines use these anchor texts to help determine relevance for a subject. To the best of your ability you want the anchor text to be tied to the keyword or keyword phrase you are trying to rank for…but be damn sure the page it does link to is relevant to the subject. Not doing so is a huge mistake.

Relevance

Having a lot of referring domains is important. We have already determined that, but those domains MUST be relevant to the industry your business is trying to rank for.

Example: Financial Consulting company gets a referring domain link from a florist shop on the best roses.

This is not going to help the financial consulting company at all. Factually it will look like they bought this referral and will most likely give you negative points.

So, when you do get a domain to linki with your, ensure that it is relevant to the industry or what you are talking about.

Traffic

Plain and simple. Referring sites that have a large amount of organic traffic lend more authority than those sites that do not have a lot of organic traffic.

on page seo tampa

Now to talk about off-site optimization not related to links.

NAP Citations

What are NAP Citations – Name, Address & Phone Citations are mentions of a business (with Name Address & Phone) that can be found anywhere on the internet.

They are generally created by setting a business up in many different Business Directories.

A lot of people would refer to this as Local SEO, but factually it is both Local and Organic SEO.

Some of the most known business directories are Bing, Yahoo, Yelp, Facebook, Instagram, Twitter, 411.com, City Square, Yellow Pages, etc.

The more citations a business has, the better it is for their SEO.

Brand Mentions

Brand mentions are any time your brand is mentioned anywhere on the internet not connected to your own website.

There are multiple ways this can happen

Guest Blogs
Be a guest on a Podcast
Be a guest on a Vlog
Go viral on social media, Youtube, etc

In each of the above cases a name of a person or business will be mentioned somewhere on the internet which will cause a brand mention.

Google My Business

This is for Local SEO. Now, most businesses don’t want to do “Local” because that isn’t a wide enough range. SEO is SEO. Local SEO also helps Organic SEO.

But are you really saying you won’t take local business? I have never understood this statement. You should always be doing Local and Organic SEO.

Reviews

Since search engine optimization is connected with providing a user with the right content that is trustworthy…reviews make sense.

93% of consumers will read reviews before making a purchasing decision. That is a lot of people, so you can be sure search engines would work it into their algorithms.

Also, negative reviews will hurt you as well. It is a double edged sword. Just make sure you give good service and this shouldn’t be a problem.

Social

Search engines are trying to deny the fact that social media has anything to do with SEO. Why?… I have no idea.

Here’s the deal. People can buy likes and shares. Don’t do that. It has to be genuine likes and shares with people engaging in content release by your business.

If you are trying to buy your way to the top, you will be found out and you won’t like what happens. So don’t do it.

seo company tampa

seo company tampa

social media marketing tampa

seo consulation tampa

reputation management tampa

That concludes this article. I hope you found it helpful. If you would like to continue to get great content like this please subscribe to our blog or any of our social media accounts.

There are over 1 billion people that use Google on a monthly basis. What other platform on earth gives you an opportunity to reach so many people? There isn’t one, and that is why SEO is never going away.

We know Search Engine Optimization (SEO for short) is not a subject people want to talk about. It seems this subject has been talked to death, and people are just over it.

But, being at the top of Search Engine Results Pages is the holy grail of marketing.

The reason is obvious. There are 63,000 Google searches per second, 3.8 million searches per minute, 228 million searches per hour and 5.6 billion searches every single day.

We are going to be releasing a series of articles related to SEO to help people understand the fundamentals of this subject. Hopefully to help small and local businesses use this information to expand their digital marketing.

This article we are going to cover the subject of Onsite Optimization.

First, what is onsite optimization? The actions you take to ensure that search engines can find your site for the keywords a company is looking to rank on.

seo company tampa

There are 6 main aspects to this:

The above can seem overwhelming, but we are going to do our best to not use technical terms to explain a very technical subject.

Content of Page

If you think about the purpose of search engines you will understand this aspect much better.

Search engines exist to assist a user. When a person types a search query into a search engine, that search engine is looking to pull up the most relevant results that have been requested by the user.

Thus when working on the content for a page of your website, you need to be thinking how this will be relevant to the keywords you will be looking to show up for.

Also realize that people are coming to the internet to solve a problem or satisfy a need. Thus when a person is coming to your website or landing page, etc you need to help them address that problem or need.

It should not be a sales pitch or all about your company. It should be unique content that is memorable and assist the person on your site. The last thing you want is a person coming to your page to leave and go to another search results to find a more appealing page that better solves their problem or satisfies their need.

seo company tampa

seo company tampa

Crawler/Bot Accessible

Every search engine has a crawler/bot. They might be called by different names depending on which search engine you use, but they essentially all do the same thing.

A crawler/bot spends its time surfing the internet over and over again continuously looking for new content. That is its entire job.

It does this by jumping from one link to the next scanning all information that it finds and feeds this to the indexing component of a search engine.

Therefore if a website blocks a crawler/bot from viewing your website or pages on your website and you add new content…it won’t be seen. You will have a stagnant website that nevers moves on the search engine rankings.

New and engaging content is essential to search engine optimization. Understanding how search engines find this information is important as well.
The robots.txt file tells search engine crawlers which pages or files the crawler can or can’t request from your site. Ensure your IT director understands this information and ensures that the pages you want to show up do.

User Experience

Since every search engine’s main goal is to have as many people using their platform as possible, the fact that User Experience is important for on-page SEO shouldn’t come as a surprise.

User Experience can be looked upon as a very broad subject and open to a wide amount of interpretations…and you would be right, but there are certain expectations that must be met to fulfill this requirement.

There are some key factors that need to be taken into consideration:

Bounce Rate – What is the percentage of people landing on a page of your website and just leaving. Meaning they didn’t go anywhere else.

Pages Per Session – When a person does visit your website, how many different pages are they going through.

Dwell Time – It is the amount of time a user spends on a webpage they have clicked on from a Search Engine Results Page, before they go back to the Search Engine Results page.

Speed – The amount of time it takes a page to load for a user.

As you can see each of these points have to do with User Experience. Each one of these is a metric regarding engagement.

There are two things you need to concentrate on regarding your website.

Is the architecture easy to use so people can locate the information they are looking for easily
Is the content provided solving problems, handling needs and engaging the users.

If these two factors are not occurring on your website, you will have a high bounce rate, you will have a low pages per session and your dwell time will be almost non-existent.

Speed will also affect each of the above. If they can’t reach any of the above fast enough they will just leave.

seo company tampa

Keyword Targeted

This should also be easily explained. You are a business. You have specific deliverables or products. These have names and based on those names you can have keyword phrases.

If this is not incorporated into your website content, it will be very hard for search engines to understand that your company could solve a searchers problem or handle their needs.

SEO it’s rocket science. It is based on understanding your Customer Persona’s, creating content for them, targeting their problems and needs and ensuring that search engines see that you do this, in enough quantity to out compete your competitors.

Built to Share on Social Media

Over the years Social Media has exploded! And despite popular belief…it covers every major demographic you can think off. Between Facebook, Instagram, Twitter and LinkedIn, there is not a single demographic you can’t target.

Thus being able to integrate into social media platforms is a must. As said many times in this article it is all about engagement. Search Engines want it and they are going to use every possible avenue to achieve it and social media platforms have a ridiculous amount of engagement and the search engines want to take advantage of that.

Too many businesses and companies spur social media. They don’t think it will bring them business or they won’t reach their ideal clientele and a million other reasons I have heard over the years.

So I will just give it to you straight. It doesn’t matter what you think. The search engines want it and your business needs to comply with it.

Multi-Device Ready

Mobile devices account for half of all internet usage worldwide. Plain and simple. If your website is not built with responsive design (meaning it will automatically change, based on the device you are using) then you will receive negative rankings from search engines.

This should not be hard. Almost every CMS is built with responsive technology now and have been for over 5 years. Therefore if you have a website built more than 5 years ago, it is past time to build a new one.

I can’t stress this point enough. In this day and age, if a user comes to a website on their phone or tablet and that website is not built with responsive design so that they can get the information they are looking for easily, they will leave. No questions asked.

The morale of this story is to build your website for your ideal audience. I don’t care if you think it’s great, because your opinion literally doesn’t matter. If your audience isn’t using, bouncing, not exploring and actually interacting with your website…you will not move up the search engine rankings.

seo company tampa

I hope you have found this article helpful. Please subscribe to our blog or any of our social media accounts to continue to get content such as this.

Where you send a potential client is just as important as the advertisement itself, if not more.

This is the last article in our Google Ads series. In the two previous articles we covered bidding and ad creation.

In our last article we will be covering destinations. As the saying goes “last, but not least”.

Destination

Where you send a potential client is just as important as the advertisement itself, if not more.

If you send a person to an ambiguous website that has a confused message or too many services to choose from…you will lose that potential client immediately.

This has been solved by Landing Pages. People often describe a Landing Page as only a lead magnet to get people’s information. While it will do this, this isn’t the technical reason behind the existence of landing pages.

It has to do with directing the attention of an audience to an exact communication.

Think of a consumer at Best Buy. He goes there to purchase a new TV. I don’t know if you have ever gone to do this…but there are a lot of TVs at Best Buy to choose from. A person can get overwhelmed by all the choices.

What generally happens is they speak with a Best Buy representative who asks some specific questions and narrows down what would be best for the consumer. The representative then points the consumer in the direction of the best TV for that person.

The entire purpose of the sales representative was to narrow the consumer’s search to a specific TV that he could concentrate his attention on and then make a decision on purchase or not.

A Landing Page is a sales representative. It narrows the view of the potential client to the exact information and bypasses all the confusion of too many options.

Google Advertising

Depending on the CMS used to make your company’s website, putting together a converting Landing Page isn’t difficult, but it is the most important step of the entire process.

The average landing page has a 23% conversion rate. It should have an eye catching title, it should offer something of value to the potential client so they will give you something of value (their contact information), it could be clean and easy to use.

Everything we have discussed in our Google Ads series gets leads in the door. If any of this feels overwhelming or takes too much time, there are many successful companies that can help a small or local business with Google Ads.

If you find this article helpful, subscribe to our blog or follow us on any of our social media accounts to continue to articles like this one.

Ad creation has everything to do with relevance for the keyword or keyword phrase you want to show up for.

Earlier this week we released an article regarding Google Ads and covered the aspect of bidding. In this article we are going to cover the next aspect for Google Ads: Ad Creation.

Ad Creation

Ad creation has everything to do with relevance for the keyword or keyword phrase you want to show up for.

Relevance will also help you show up at the top of the paid results, even if you haven’t bid the most amount of money. Relevance is based on an algorithm called “Quality Score”.

The Quality Score is a scale of 1-10. 1 being the lowest score and 10 being the highest. Thus when picking keywords or keyword phrases you need to ensure that your product or service is relevant to those keywords or keyword phrases.

If your service or product is the most relevant, you can hedge on the bidding aspect a bit.

Google wants to ensure what they are forwarding to their users is the best possible user experience and that means what is shown is the most relevant ads that match the keyword or keyword phrases.

So, if another company bids $5,00 and has a quality score of 4 and you bid $4.00 but have a quality score of 8, you are more likely to get the top spot due to relevance.

The following is how an ad goes:

The headlines you make will always be in blue. Against the white background they pop and you are working to grab people’s attention. You will want to have catch phrases that either have pain points or motivations for the product or service. Lastly you want to put a call to action in the headline.

The Display URL is not necessarily the actual URL. It should be the call to action that is linked to the actual URL. This will help again get them to click through.

You don’t have a lot of space for your description. If you have properly worked out your customer persona’s you will be able to hit all the right buttons to get them to click on your advertisement.

Look, don’t expect to hit a homerun on your first ad. You should always be A/B testing your ads. Meaning having two separate ads hitting the same keywords or keyword phrases. All working on increasing the CTR (Click Through Rate).

The ad that performs the best, you keep and the other one you drop. Then create a new ad to go against the best performing ad.

You will always be working on improving the CTR, which will bring them to your destination, which we will cover in our last article in this series, coming out later this week. 

I hope you have found this article helpful. Subscribe to our blog or follow any of our social media accounts to continue to helpful articles such as this one.

Copyright © 2024 Evolved Strategic Marketing | All Rights Reserved
chevron-down