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The mindset of implementing a paid search campaign usually begins with determining what keywords and phrases will bring targeted traffic to a website. And as critical as this thought process is, a shift to the idea of what targeted traffic will produce the most conversions is in fact a better route to go. “Well, Justin isn’t that the same thing?” And my answer is “Not really.” While one starts with the creation of a campaign, the latter starts with the end goal centered on conversions. Most PPC Managers think they are considering this point, but four months into a campaign with high cost/conversions and less than appealing conversions, we soon realize we didn’t build out PPC strategies the right way. We didn’t focus initially on the conversion metrics that are important to our companies or our clients.Determine What Conversions To Track Reverse Engineer The Path Of Purchase
Most shoppers start at the brand awareness stage and then usher themselves to choosing who to purchase from. But they may have many avenues to get to that decision. Google Analytics has a nifty tool in many of their reports that showcases behavior, acquisition, and conversion flow. If you have picked up enough data to do this, go to these reports and determine where most of your shoppers are coming from and the standard path to purchase they are taking. You may determine a few pages are assisted conversion paths that are the second or third pages they visit before purchases or end conversions (not including the checkout page).
Don’t forget mobile versus computer and tablet. There are cross device reports in Google AdWords where you can see where users are making purchases, but more importantly what channels are impacting their purchasing decisions.Google Conversions & Analytics Segment (My Top 6 Favorite Features)
Screen Taken 4-15-2014
As PPC Managers can attest, the segment views in Google AdWords is extremely useful. If you are running and tracking conversions, you can make appropriate comparisons across the many segments available.
Time: By viewing the many dimensions of time (i.e day of week, hour of day), you can get a decent idea of what time you are getting more conversions as well as the cost/conversion across each segment. Go to your Setting Tab to set the right schedule that makes the most sense for your campaign and the conversions you want to garner.
Conversion Rate Optimizer:
For those who love to automate, Google AdWords’ Conversion Rate Optimizer will do the trick. You have to gather enough data (minimum 30 conversions) and in particular conversions for this to work, but overtime Google will dynamically bid on your behalf based on where you are likely to get the best
cost per conversion
.Remarketing & Segmented Lists
Sometimes we need remarket to shoppers who engaged with our brand but didn’t purchase. A marketer’s goal should always be to increase standard conversions in a cost-effective way, but if you have the technology to remarket to those buyers…….well remarket to those buyer.Ecommerce Lovers – Product List Ads (Or The New) Align Ad Copy With Landing Pages
PPC ad copy must be aligned with the right landing pages. Using a furniture example, if someone is searching for a sectional sofa, and you’re sending them to your overall sofa category and you have sectional sofas, you could be losing out on shoppers who are either too lazy to search for those sectional sofas or simply cannot find them on your site.Proper Landing Pages (Sorry, I Had To!)
I said I would not go there, but I must. The set up of your landing pages (e-commerce or not), is the best digital marketing investment one can make. Say you are a business that sells a product or service to other businesses. Do you have case studies that are intriguing and truly show you solved specific consumers’ problems? Do you an engaging FAQ page that is not simply a list of FAQ’s but instead of short video of the CEO answering half or most of the FAQ’s? Focusing more on the layout, feel, CTA’s, and content of your website and its landing pages will improve overall conversions. Remember that a conversion does not have to solely be a purchase. You have many other conversions to track and if we know those conversions have the potential to lead to a sale then we are well on our way.Leverage Special Offers Negative Keywords
Screenshot taken 4-15-2014Leverage Mobile More Pseudo Automate (Now The Fun Begins)
I am not the biggest fan of automating PPC campaigns, but when you have big budgets and a lot to manage, developing this level of efficiency from past experience can make you a better marketer and even improve conversions. If you find those hot spots that improve conversions, create rules within Google AdWords that exploit these opportunities.Conclusion
Maybe as a PPC marketer, your focus is more brand awareness than purchases or other sub-macro conversions. However, it’s important to consider the brand awareness metrics that are critical to your campaign and measure conversions that take shape for those keywords.
Featured Image Credit: Leszek Glasner via Shutterstock
You're reading 20 Ways To Increase Conversion Rate Optimization For Ppc Advertising
Consumer priorities are shifting rapidly as the world faces an unprecedented healthcare crisis.
Sensitivity to consumers’ needs is more critical than ever.
Brands must think carefully about how to engage with consumers in meaningful ways that not only increase conversions but help build brand trust.
Throughout the day, we consume content from blogs, news channels, television shows, social media channels, etc.
All of that content has the potential for native ad placements, which is why the native industry can be complex.
Advertisers know that in order to reach their target customers, they need to have a presence on channels where consumers spend their time.
This is where native comes into play.Is Content Network Targeting the Same as Native?
In short, no.
But native today isn’t the contextual targeting of yore.
Microsoft deprecated the content network in 2023.
However, Google Ads still allows content targeting in the Google Display network.
Unlike the content network, native ad placements are not based on the keyword or the keywords within the article on page, they are based on audience targeting.
It is worth noting that Google Ads still allows content targeting in the Google Display Network based on:
Topics: Pages about specific topics. Google Ads uses factors such as text, language, links and page structure to determine the topics of a page.
Placement: Specific websites, or subsets of a website.
Keywords: Just that, keywords.
Display expansion for search: A combination of automated bidding and smart targeting.What Is Native Advertising?
The publisher controls and is responsible for rendering the ad.
For example, a native ad might show up within an article you’re reading on your favorite online news source, or as a post on your Facebook feed.
In-feed placements appear directly in the article or blog post.
Recommendation widgets appear on a publisher’s website and presents recommended content or products that are related to the content you’re already consuming.
Promoted listings, also referred sometimes as sponsored content, are designed to fit seamlessly into the browsing experience.Is Native Advertising Programmatic?
It depends. (A marketer’s favorite answer.)Is Google Display Native Advertising?
Yes, Google Display & Video 360 has native creative formats that can be integrated into a display campaign.
The native creative can target:
App install (Google Play or Apple App Store).
Site creative (square or rectangular display format).
Video (similar to site creative, but uses video instead of an image.)Is Microsoft Advertising Native Advertising?
Currently, Microsoft Audience Ads are available in three formats:
They can be set up as part of an existing search campaign that is extended to native or as a separate audience campaign.
Even if you choose to opt into the Microsoft Audience network from within your search campaigns, the ad placement is based on audience targeting using the Microsoft Graph.
The Microsoft Advertising Graph captures billions of signals across our consumer products, such as browsing data, search history and behavior, and deep profile data from LinkedIn.
Microsoft’s audience network spans:
A wide range of brand-safe environments, including MSN, chúng tôi and Microsoft Edge.
Select premium partner properties such as CBS Sports, Everyday Health, Fox Business, the Atlantic, Apartment Therapy, and Reuters.
According to ComScore, the Microsoft Audience Network reaches 92% of the online audience throughout the U.S.AI-Powered Placements Focused on Quality & Giving Complete Control to the Advertiser
The audience network was created with two priorities in mind: quality and control.
Control encompasses its ability to provide brand-safe environments and data privacy.
Microsoft enforces strict publisher standards and reviews and publisher partners are closely managed and thoroughly vetted.
Global blocklists and the ability to exclude certain sites gives you even more control – and peace of mind.The Success of Native Advertising Depends on Trust
How do organizations establish and maintain consumer trust?
By putting long-term strategies in place for actively engaging with consumers, listening and acting on customer feedback, adhering to data privacy and protection, and being transparent and authentic.
iProspect proposes that there are three key components to consumer trust: credibility, relevance, and reliability.
Is your brand competent and legitimate?
Do you listen to and act on customer feedback and provide relevant content, products, and services?
Do you deliver a consistent experience that meets customer expectations across every customer interaction?Native Case Studies: Reaching Untapped Audiences
Ads are credible, relevant and consistent – but not invasive or intrusive.
2X higher on MSN Infopane.
3X higher on publisher partner sites.
Volvo and marketing agency Mindshare decided to test the Microsoft Audience network as a strategy to support awareness and help maintain sales for their best-seller the XC90 luxury SUV.
They combined LinkedIn, gender, remarketing and In-Market audience data to find new audiences to target and to uncover previously untapped audiences.
The campaign drove significant traffic and exceeded their expectations with conversions:
65,000 incremental site visits.
CPA on-par with their non-brand search campaigns.
Running native campaigns in conjunction with search campaigns helped Buyerzone reach business-to-business audience.
1,700% increase in impressions.
20% profit increase on top of their traditional search campaigns.
75% decrease in CPC.
Alan Barish, senior online marketing analyst from BuyerZone said, “almost every single conversion we’ve gotten from the Microsoft Audience Network has converted into a lead, which is amazing.”Maintaining Trust & Engagement in Uncertain Times
Never in modern history has it been so critical to create meaningful connections between your brand and consumers, and earn and maintain their trust.
With data privacy rising to the forefront of consumers’ consciousness and as recent global events add complexity to the consumer-brand dynamic, delivering targeted, trusted and relevant content is a critical strategy for continued business growth.
Start with a foundation of trust, success is inevitable.
Test using native as a way for your brand to make meaningful connections with consumers that build trust and drive conversions, setting the stage for ongoing credibility, relevance, and consistency, even in uncertain times.
All screenshots taken by author, March 2023
Understanding some of the basics of the psychology of persuasion and how to apply them, can make a huge difference to your marketing efforts
We’ve previously spoken about how psychological principles can help shape and optimize brand communications — not least, referral marketing campaigns.
In truth, there’s a whole universe of theories and heuristics belonging to a wider field of behavioral economics.
Behavioral economics basically describes the effects of psychological, social, cognitive, and emotional factors on human economic decision making.
This obviously includes the dynamics of deciding to buy. And for this reason, having a good grasp of some key ‘cognitive triggers’, rooted in behavioral economics theory, is a good idea for any ecommerce marketer.
Let’s take a closer look at 3 of the most well-known ‘cognitive triggers’, and how they can be applied to your marketing efforts…Anchoring and the decoy effect What is it?
Anchoring describes the power of the opening offer, when presented as part of a series of options. I.e. The first option presented to a recipient ‘anchors’ expectations in such a way that it acts as a reference point for all subsequent offers. So if the highest price is presented first to a customer, that becomes the benchmark for ensuing negotiation.
For example, a customer shopping for a new suit may wince at being first presented with a £1,000 option — but if they’re then presented with a £500 suit, they may be more amenable (even if they initially walked into the store with a £300 budget in mind).
A variation on anchoring theory is the decoy effect. When two distinct offers are on the table, the presence of a third ‘decoy’ option increases the attractiveness of the higher-value offer. We see this a lot in the world of publishing. For example, let’s say you want to subscribe to a magazine. You’re presented with the following options:
Digital edition: £59
Digital and print: £125
If your primary interest is value for money, you may well conclude that, although a physical copy through the letterbox is a nice-to-have, it’s not really worth shelling out over twice the amount, for the luxury. A digital-only subscription will do.
Now, consider the same scenario… except this time, a third option is included in the mix, as follows:
Digital edition: £59
Print edition: £125
Digital and print: £125
This time, instead of our attention being drawn to how much cheaper the digital-only subscription is, our brains light up at the apparent deal to be had on the digital plus print subscription. The print-only version is a decoy. It causes us to think: Hang on… I can get both versions for the same cost as if I just subscribed to print? Great deal!How to apply it
These principles are especially important when it comes to pricing tables and presenting multiple product options. Consider ‘anchoring’ your pricing structure so that the option you most want to convert is contrasted against a much pricier offering.
In addition, consider throwing a ‘decoy’ option into your product mix, to help attract people to the value of your premium offerings, rather than opting for the cheapest by default.Paradox of choice, cognitive load and the “less is more” approach What is it?
Our brain, like any computer, has a limited processing capacity. When we’re presented with a lot of incoming information we find it incredibly difficult to make sense of things. And when the incoming information is presenting us with a set of options and guiding us to make a decision, that’s an issue.
In other words, although in modern society we associate choice with freedom and autonomy, too much of it can be a bad thing.
Psychologist Barry Schwartz popularised this notion in his book, The Paradox of Choice. He cites a study where two displays of jam were set up in a shop. Customers were invited to sample the jams, and were offered a dollar discount coupon if they decided to buy one. In one display there were six jams, in the other 24. What happened? 30% of those presented with the small jam selection, purchased a jar. In comparison, just 3% of those exposed to the larger selection bought anything.
The lesson for marketers is pretty self-explanatory: too much choice increases cognitive load, which increases anxiety — and results in ‘analysis paralysis’. In the digital age, it’s more critical than ever to take a ‘less is more’ approach to communicating our offerings in order for them to stand a chance of resonating with prospective customers.How to Apply it
Adopt a ‘less is more’ approach to your content and design, keeping landing and sales pages clean, clutter-free, and succinct.
Multiple messages and calls to action will bamboozle prospects. Stick to one, clear and actionable next step. Limit the number of product and pricing options to an easily scannable and digestible amount — three is a typical limit and lends itself well to applying the previous anchoring and decoy principles.Familiarity principle What is it?
Another subconscious yet self-evident cognitive bias is that we tend to buy from brands and through people that we’re familiar with. Familiarity instills a sense of comfort and safety.
This is why we tend to prefer to buy the same branded products we’ve bought before, from the same shops, offline and online — and vice versa, suddenly switching to a new, untested brand, or buying from an as yet unfrequented shop, is something we have to stop and think about, before committing. This is the essence of brand loyalty.
It’s crucial to instill a sense of familiarity and belonging to both prospective as well as existing customers. By regularly communicating with our audiences in an authentic and approachable way, we’re adopting the familiarity principle.
The familiarity principle is also at the heart of referral marketing campaigns. When someone we know and like recommends a new product to us, we’re far more likely to trust in that product, than if we received a cold approach from the brand, which we may not otherwise be at all familiar with.How to apply it
Developing a consistent and distinctive brand tone and voice, and regularly communicating with your audiences across multiple digital touch points in ways that build up a healthy conversation, helps to create and maintain a sense of brand familiarity (and therefore, loyalty) amongst your customers.
Ever since Google unveiled RankBrain as the latest leap in their search algorithm’s efficiency just a day after Christmas last year, the ripples it created in the SEO universe have refused to settle down. That’s saying a lot. because RankBrain isn’t really even an algorithm update, it is actually a part of the current version of the algorithm named “Hummingbird” which dates back to a 2013 launch.
With Hummingbird, Google started paying a lot more attention to an entire search query rather than just the keywords. The mission of Hummingbird is to understand the overall context of a sentence and not just specific words. RankBrain takes this effort several steps forward.
What sets this new AI feature apart from the other many changes that Google has brought in recently, is that it defies the common notions of SEO and forces content marketers and publishers to go back to the fundamentals. Chances are that you too came here looking for little tricks and hacks that is going optimise your content for RankBrain. You should certainly read on then.What NOT to do to your content for RankBrain 1. Optimise for “verbose queries” to tackle language interpretations
RankBrain helps Google understand “verbose queries” when people make ambiguous searches or use colloquial terms. It is Google’s attempt at understanding the staggering 15% of its 3.5 billion daily searches that the giant has never seen before.
Language however, is immensely diverse. Optimising for search keywords is one thing and optimising for the infinite lingual variations of those keyword is a whole different ball game. Trying to tweak your content to include colloquially alternative keywords will not only be a turn-off to your readers, you might also find yourself going down the rabbit hole pushing money towards bidding for endless ad-groups on adwords based on such ambiguous keywords.
Let’s take an example: RankBrain will connect a keyword like “Einstein” to “Scientist”, “Messi” to “Football / Soccer midfielder”, “Google” to “Android”, “Android” to “Lollipop”, “Lollipop” to “Galaxy”, “Galaxy” to “Samsung”. However, and this is important, RankBrain will also potentially weigh out the probability of accurate connections between “Galaxy and Milky Way” and “Lollipop and Sweet”. Here’s a graph showing just first degree connections that RankBrain would make.
While for humans these are clearly-linked connections (and that’s the point of RankBrain), you can imagine how optimising on a web of taxonomically similar keywords would be an endless effort.2. Confuse RankBrain with Knowledge Graph and Hummingbird
RankBrain on the other hand, takes these “search entities” to predict the most accurate results to verbose and new queries that the search engine has never encountered before. The AI then uses probability scores as a metric to substantiate the search results.
An good example would be if we query something like below:
Here, you’ll notice RankBrain working together with Knowledge Graph and Hummingbird’s semantic search. Before RankBrain kicked in, the search results for this query would not have been this helpful. For instance, RankBrain connected Edwardo to the query and found the relevant Wikipedia document working hand-in-hand with Knowledge Graph and semantic keyword matching. Earlier, I would be required have “Priscilla” somewhere in the query for the results to be this in-depth.
As you can see, RankBrain makes heavier usage of search entities than Knowledge Graph which as a function decides how a combination of external objects are connected to a query. We can say it’s a model that explains how different pieces of content on the web are linked to one another.
Confusing RankBrain with knowledge graph will mean that you’ll start concentrating on optimising your pages other than the main landing pages for the same keywords with a hope that RankBrain picks them up. This will ultimately land your pages in a soup of keywords, anchor texts and sometimes even bad backlinks in order to create external objects connected to your pages. I am sure you are seeing where this is going – you will be unwittingly entering the ugly world of Gray Hat SEO.3. Ask the wrong optimisation question: How can we optimise for RankBrain?
It should be pretty clear by now that this is the wrong to question to ask in the first place. RankBrain focuses on verbose queries riddled with colloquial phrases. Any good SEO specialist will tell you that it’s a bad idea to create individual pages for each long-tail keyword you discover for your niche. Similarly, trying to create pages or optimise existing ones for RankBrain queries is even less usefulSo what SHOULD you be doing for RankBrain? 1. Optimise for content using semantic SEO practices:
Help humans and ultimately Google get a better understanding of what your content is all about and what the context of your pages are. Revisit your keyword strategy and create three levels of keywords – Core, Thematic and Stem:
Core keywords: It starts at the basic – a list of keywords that closely defines your content, product or business. Create very closely connected first-degree variations of these and add them to the list. These keywords should be highly relevant so that Google can consider your pages if a query has any of your keywords when searched.
Thematic Keywords: Next step is to find thematic words that are conceptually related to your core keywords. For example, if a core keyword is “Mayfair plumpers”, a thematic keyword would be “london apartments”. This will help Google find your pages for a query like “low cost london apartment plumbers”.
Stem Keywords: This is where you try to understand how a searcher would ask questions on Google. The way to do it stems a lot on how you did your customer discovery effort, something that deserves a post of it own. Coming down to the essentials, your goal is to anticipate what a visitor would be expecting to find on your page if they visited it after they searched.
Let’s take the plumber example. If someone found your page by searching for “low cost london apartment plumbers”, it would be fair enough to say the user might also be thinking of “finding low cost london apartment plumber contacts”. Your stem keywords should be variations of these.2. Work on branding:
Once you start realising that Google’s moving very strongly towards showing personalised results for each user, branding will come in as a very strong segment to look at. It’s a strategy that works perfectly with the philosophy of RankBrain and Hummingbird as they concentrate on interpreting content based on semantic connections.3. Do the fundamentals right:
In the world of optimising for machines, it’s easy to forget who you are ultimately creating a business for. Who your ultimate target is – humans. Create content that makes sense to your real users – clear copy, sound structure, easy navigation, useful information and natural calls to action. These are the primary pillars of a well thought out page. Offer something meaningful to your users – that’s the golden rule.
Have you seen effects of RankBrain in how people are discovering your brand or content pages? Have insights or perspectives share? I’d love to know!
Often if the brightness of your display varies a lot and is not able to perform optimally, the auto brightness sensor could be the culprit. You can choose to turn off the auto-brightness on your smartphone and manually crank up the brightness of your phone to the maximum level possible. Here’s how to do it:
2. Under display settings tap on Brightness.
3. Now, turn off the toggle for Auto Brightness, and increase the brightness to its maximum capacity using the slider
In case the ambient light sensor is working fine on your phone, you can point a bright light at it to boost the brightness more than the maximum level that can be achieved via software. This is a temporary solution to reach the peak brightness beyond what is achievable via the phone’s software.
There are phones that offer an outdoor mode (generally found on Xiaomi phones) that can increase brightness beyond its maximum when you are outdoors for increased legibility. Here’s how to enable it, on an MIUI-based phone from Xiaomi / Redmi / POCO:
1. Turn off the automatic brightness mode from the Display settings of your phone.
This mode will increase the brightness of your phone beyond the maximum brightness under strong light/sunlight hence making your display more legible.
Similar to Sunlight mode on Xiaomi phones, Samsung calls it Extra Brightness mode, which is found on most of their phones and allows you to increase the brightness beyond its maximum limit under harsh sunlight. Here’s how to use it:
1. Go to Settings on your Samsung phone, and navigate to Display.
3. Once done, the Extra Brightness will show up. Enable its toggle to activate it.
Another way to increase your phone’s brightness is via HDR video playback. If your smartphone supports it, an HDR video is the best way to bring the most out of your phone display. Here’s how to use it:
1. Launch the YouTube App on your phone.
3. Now navigate to the video settings and tap on Quality.
4. If your phone supports HDR playback, you will see HDR written beside the video quality.
Now you will be able to enjoy HDR videos which are capable of reaching peak brightness levels, beyond your phone’s maximum brightness, whenever required.
Many smartphones with AMOLED displays, including OnePlus, Samsung, Pixel, etc., support High Brightness Mode that can be triggered with this app. While Samsung doesn’t require root access, you might need one if you are using OnePlus or Pixel phones.
1. Download the High Brightness Mode app on your phone.
2. Launch the app and turn on High Brightness Mode. Alternatively, you can also use a widget for the same app.
The app will be able to increase your maximum brightness by up to 20% more. Do note that this is a paid application.
If the above methods didn’t work out for you, there is a chance that the display of your phone has a very low brightness, hardware-wise. In such cases, you might need a better phone with better peak brightness, and preferably a 10-bit display panel. Displays that support higher brightness tend to be much more vivid and vibrant and are more legible outdoors under harsh sunlight.
Q: Can I increase my Phone’s brightness to more than max?
Q: How to fix my Android Phone’s screen brightness is too low?
A: You can use the free methods mentioned above to increase your Android phone’s brightness, or you use the paid app High Brightness mode app which is paid.
So these are the quick ways you can increase the brightness of your phone display beyond the max. We hope the article helped you achieve the same. If you found this guide helpful, like and share it with your friends. Check out other useful tech tips and tricks linked below, and stay tuned for more such tips and tricks.
SEO Tips for Basic Search Engine Optimization
Sharon says that “In order to perform well, a website must have traffic. Decent traffic will result if a website ranks well in search engines, that is why strong placement in search engines for critical keywords and phrases is essential. When struggling with search engine optimization just go back to the basics. What do search engines want? Search engines want to return search results, that are relevant and useful to the searcher.”
Here are 8 essential SEO tips:
1. CSS – Cascading Style Sheets. Use header tags and cascading style sheets in your website design. Many search engines value H1 and H2 tags more than others. The assumption is that header tags are used to highlight the most important items or themes that appear on a page. By using header tags, webmasters can bullet those keywords or phrases they deem to be most important. The CSS file will help your site load quickly and provide a consistent look and feel throughout the website.
2. Titles. A website is the collection of webpages under a single domain. A webpage refers to a specific page within a website. Unique page titles throughout a website is important. Websites typically contain many webpages and using unique titles on webpages will help highlight different key phrases while uniting all the website content in a single theme.
3. Related Links. Links from related or relevant sites are more important than generic links from unrelated websites. Links are seen as “votes” of quality content. Search engines weigh links from websites that contain related or similar content more importantly, than links from unrelated websites. Work to obtain relevant quality links from related or authority websites.
4. Anchor Text. Vary anchor text. Use a variety of phrases to link to a site. Using different anchor text to link to a website is seen by search engines as “natural” linking. Search engines use the anchor text of a websites incoming link as part of their algorithm to determine a websites theme.
5. Copy. A minimum of 200 words of copy is suggested for each web page. In order to spider a site a search engine must have sufficient copy to spider. Less does not necessarily mean more, when it comes to search engine ranking. In general try to keep copy “above the fold”, so that visitors don’t have to scroll. Copy above the fold is usually sufficient to determine the context of the webpage.
6. Fresh. Keep it fresh. Search engines take notice of how frequently content is updated or added. Search engines spider websites that update content on a frequent basis at regular intervals. Add new content or webpages daily or weekly to increase a search engine spider’s frequency.
7. Consistent. Provide quality, consistent, fresh content. Consistent related content is critical to encouraging both visitors and search engines to return. Providing consistent quality content encourages links which will increase a websites popularity.
8. Themed. Relate the contents of a website by a single theme. Uniting content using contextual words will help websites rank well for less critical but very targeted related keywords and phrases.
And for those who are looking for shortcuts into the search engine results which may only last for the short term but get your site booted after 6 months or so, Sharon lists these questionable techniques to stay away from:
1. Keyword Stuffing. Don’t stuff web pages with keywords that is similar to or the same as the webpages background color. Most search engines have ways to detect keyword stuffing. Keyword stuffing will likely result in a search engine ban.
2. Cloaking. Cloaking is when the website identifies the IP address of a search engine spider and feeds the spider content that it is not really on the page. Essentially the search engine sees optimized content that is not currently on the web page that it is spidered. It is difficult for search engines to detect cloaking, but if a site is banned or cloaking it is very difficult to convince a search engine to relist the content.
3. Don’t Sacrifice Quality Don’t sacrifice quality for optimization. While search engine optimization is important, it is equally important that the content on a webpage should make sense. Placing well in search engines at the expense of a quality professional image with decent web copy, will not usually result in sales. It is a matter of striking a balance.
4. Spam. Not much to be said about this one, don’t spam. Don’t spam search engines, don’t conduct email spam campaigns, and don’t spam forums. Being labeled a spammer is a hard reputation to shed.
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