Monthly Archives: June 2012
So you want to master online ads, huh?
CPM vs. PPC Ads
One of the best ways to do it is to master CPM (Cost Per Mille, or cost per thousand impressions) advertising. Most people want PPC (pay per click) advertising rather than CPM and most “experts” will tell you PPC is the ONLY way to advertise. That’s not true!
First of all, nothing is set in stone when it comes to internet marketing. You must TEST, TEST, TEST everything you do and see what works best! While it is true that most advertisers (especially smaller advertisers) will see a better ROI when using PPC ads, not all will. If you write great ad copy and engaging content, you might actually see a better ROI using CPM.
How will you know?
Testing your ads is crucial to making a profit using PPC or CPM advertising. The truth is that most people actually lose money when they start. That’s NORMAL! The key is to learn quickly from your mistakes and turn a profit as quickly as possible. And the only way you can do that is to use your analytics to see what’s working and what’s not working.
Here’s what to do after you’ve run your first set of ads to improve your results.
1. Keep Doing What’s Working!
You should always test a minimum of 10 ads no matter what kind of campaign you’re running, especially if you’re new. Out of those 10 (or more) ads, which ones performed the best? Keep the best performers (even if your best performers were not profitable!)
This is how you will slowly “raise the bar” on your ad performance. Yes, even if your best ads were not profitable, KEEP THEM! This is important for several reasons. First, because your CPC or CPM will decrease over time as you continue to advertise. Second, because you need to keep that benchmark there to see if you can beat it. If your best ad has a CTR of 1% and a CPM of $2, see if you can get the CTR or CPM to improve or both! Generally, as CTR improves, the cost will decrease dramatically.
2. Stop Doing What’s Not Working!
Some of your ads will just be bombs. They will just plain suck. That’s okay! Just cut them as quickly as you can and move on. Oftentimes, the ads I think will be the best turn out to be awful. It’s just a part of the process. The sooner you get rid of your bad ads, the sooner you can create new, better ones and test those. So keep the process going. The worst thing you can do is STOP TESTING and just let bad ads keep running – costing you money with little return.
Thanks to CPMAdvertising.org for their inspiration for this article about CPM Advertising.
Four common reasons why blogs risk penalties—and remedies for recovery
It hardly seems fair when you’re penalized for doing something well does it?
However, when Google penalizes your website because it’s too unique (aka: when you’ve over-optimized your blog with too many SEO techniques too quickly) it can seem like you’re being mistreated for doing things right.
As a blogger for an SEO company, I have worked under the reality that Google updates its algorithms quite frequently and I understand how this can cause a little hoop jumping when the new algorithm is unleashed on the web. One recent update of this nature seemed actually targeted at search engine marketers who overuse SEO techniques on their blogs and websites. Known as over-optimization, Google will slap you with a penalty if they suspect your search engine ranking was earned artificially (or via too many so-called SEO tricks).
To understand what not to do, you first have to understand what an SEO over optimization penalty is…
If you’re a “white hat” SEO (or in other words, one who follows the rules) you risk an over optimization penalty if you:
- Create too many back-links in a short time period
- Use too many keywords in your content
- If you’re website looks to spammy
- If you’re website appears artificially relevant
Overall, Google uses 200 factors (and they don’t tell the public what they are) to determine whether a website is the recipient of an over optimization penalty. So be warned, apply too many of the following SEO tactics to your website, and you’ll risk an over-optimization penalty:
1. Getting spammy with keywords
Spam is frowned upon in Google for obvious reasons, but as an SEO you understand how important including your target keywords in places like your body copy, title tags, meta data, image captions, and link strategy is to your website’s success. The key is keyword variety…it’s the “spice of life” after all. So that means, your headings, descriptions, image captions, etc., shouldn’t simply repeat the same keyword over and over again—instead, make an attempt to keep the copy conversational in manner and use different combinations of keywords throughout your site
2. Overuse of H1 tags
Same goes for excessive H1 tags (or heading 1s), overusing them in the body copy of your site (i.e., in your blog articles) will surely smell off to Google. Instead, use only one heading 1 per page or blog article and break up the copy using H2s (heading 2s) and H3 tags (heading 3s) sprinkled with varied SEO keywords.
3. BLOOP (or Back-link Over Optimization Penalty)
No one wants a BLOOP (or a Back-link Over Optimization Penalty) –especially if you’re an SEO. But you’ll be slapped with a big old BLOOP if all of your back-links contain the same anchor text (if you’re in the habit of repeating the same anchor text over and over STOP IT NOW!!!). Instead, get creative and keep keyword variations in mind when building back links.
4. All links target the homepage
I understand that we all get lazy every once in a while. However, if your entire website links target your main URL (or go back to your homepage) it’s not helping your site visitors find the information they want now is it. No, it’s probably frustrating them and having them click off your site to another more helpful one. Not only are you turning off readers, Google will assume your blog is not relevant and slap you with a penalty. Instead, take care of your copy and use links that target relevant page information for your readers (i.e., if you link to the anchor “exercise balls” on your fitness site, that link should take readers to a page on fitness balls—not back to your homepage).
About The Author: Caeden M MacGregor is a staff writer for SEO in Vancouver who specializes in blogging on viral marketing, social media, and internet marketing tips and techniques. Caeden has written for numerous blogs in a variety of fields ranging from software to fitness, and from gourmet food to travel.