A vital part of your paid advertising campaign is ensuring your adverts are appealing for users to click on. Your advert will be competing against various other adverts, and must stand out above the competition to help increase the CTR (Click through rate)
Google will actually highlight in bold, the term a user searches for if it appears in your advert. This greatly boosts the click through rate, as people can immediately see that your ad is relevant to their search. And the most important factor of creating adverts is relevancy!
The headline is the first part of your advert that users will read, so making this part of the advert relevant to the search term would be beneficial right? The problem is most well optimised Ad Groups will contain over 100 keywords, and changing the headline for every one would be very time consuming.
The Answer…Dynamic headlines
A dynamic headline will automatically change to the search term being entered into the search engine. An example of a dynamic headline for a website selling mobile phone insurance would be as follows:
{KeyWord: Mobile Phone Insurance}
The "Keyword" part of the headline will be replaced with the search term, and everything after the colon, would be the default headline of the advert. If the phrase "Phone Cover" was in your keyword list for this Ad Group the headline would read "Phone Cover" and appear in Bold. If your keyword is over the maximum limit of 25 characters, your default title will be shown on the advert.
Why is this beneficial?
Your Advert is going to display the exact same phrase the person is looking for, your advert is now completely relevant to the search term, and the title appears in bold. This will increase your CTR and help improve your ROI (Return on Investment)
Paul
SEO Programmer
Posted in Pay Per Click, Search Engine Optimisation | No Comments »
With Pirates of the Caribbean 3: At World’s End currently buckling swashes on cinema screens across the world, we thought it wise to do our own Pirate dedicated blog. Rather than talk about those dirty, sweaty swabs seeking treasure on the high seas, we’re more interested in the Link Bait Pirates, and their never ending feud with the diabolical Link Ninjas.
Before you ask, I haven’t been drinking. These are the online pseudonyms given to specialists of link bait and link building in the SEO world.
So what exactly is a ‘Link Ninja’ or a ‘Link Bait Pirate’?
Link Ninjas are experts at link building, the ancient art of placing strategic links on websites that are the most relevant to yours. Link Ninjas don’t just add bulk links without thought for where the links are going or how many are being added. Instead, Link Ninjas stealthily seek out the most desirable websites to promote your own, and using their elite skills place a killer link in the optimum position.
Link Ninjas are highly trained, and know exactly what links will benefit you the most. A link to your website placed by a Link Ninja is far more effective than a hundred links placed by an untrained link builder. Link Ninjas know about reciprocal linking, avoiding the pitfalls of link farms, irrelevant links or bad neighbourhoods and most of all they know exactly what anchor text will best benefit your website.
The natural enemy of the Link Ninja is the Link Bait Pirate. Link Bait Pirates are the antithesis of the Link Ninjas, rather than stealthily adding links to boost your rankings in the SERPs, the Link Bait Pirate makes as much noise as possible to encourage others to link to you. Creating content such as interesting, unique or controversial articles is one such tactic of the Link Bait Pirate. In doing so; readers of the article, if they find the article worth sharing, are given the opportunity to notify others by promoting it on social bookmarking websites such as Digg or Stumble Upon. As the link gets promoted and voted on it generates more traffic for the website, and more kudos for the pirate.
Link Bait Pirates have their thumbs in many social pies, as being pirates they are social animals after all. They surf (or sail) the Internet promoting (or boarding) content wherever they find it to raise their own profile, as the more you promote other sites, the more you promote yourself, the more power you have to promote the sites you want. If a Link Bait Pirate just promotes his own site every time, he will be caught, hung from the yard-arm and thus will lose his reputation.
Link Bait Pirates are very much defined by their online reputation, in stark contrast to Link Ninjas.
With all this Pirates versus Ninjas conflict, you may wonder what allegiance Just Search has, ninjas or pirates? Rest assured we have both pirates and ninjas in equal quantities; pirates such as ‘Nathan Slashin’ Sid Hacke’, who will promote your website with the finest link bait around, and Ninjas such as ‘Rik Manzo Hirata-san’ who sneaks in under the cover of darkness to add your links to the most powerful of websites.
As for the age old Internet debate (by age old, we mean it started around 2001) about who would win in a fight between a Ninja and a Pirate, I’m afraid we can’t help you. Both Link Ninjas and Link Bait Pirates are equally powerful, and our teams of Ninjas and Pirates work together in promoting our clients’ websites, if sometimes with a little friendly rivalry.
Remember, it’s less than 4 months to International talk like a pirate day on September 19th! Nathan is already very excited about that.
Hirata-san has just reminded me that December 5th is also the day of the ninja. Sorry Hirata- san, a thousand apologies.
Darren Cap’n Quincy Cannonbait
SEO Programmer
Posted in Search Engine Optimisation | No Comments »
