social media marketing Archives

By Deepak Gupta

Recently, Google took it upon itself to be the bastion of quality in the world of internet marketing. Every website promotion company is well aware of the recent search algorithm updates. However, itâs not only organic search that is being assessed by Google in terms of quality. Pay per click advertising or paid searches are subjected to quality checkpoints as well and in the end, a Quality Score is assigned to every keyword of your ad campaign.

ï¿¼According to the definition provided by Google itself: Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.
This definition may appear to be crystal clear, but very few marketers know how to deal with Quality Score. Here is a straightforward and simple guide that you can use in understanding Quality Score.

Understanding (not set) and (not provided) Keywords

Google Analytics (GA) is a tool that provides rich insights to a website promotion company as to how its paid search campaigns are doing. However, there are times that you cannot assess the quality of your campaigns because Google Analytics return (not set) or (not provided) keyword data when you extract a GA report. For a rookie website promotion company, this may be confusing and may even be used interchangeably although they are two very different concepts.

A (not set) keyword data occurs when something is missing between the GA tracking and the AdWords click. Typically, this happens with auto-tagging or when repetitive codes are found on pages or there are multiple GA accounts connected to your AdWords campaign.

Length of Display URL and CTR

An experienced website promotion company would know that a URL is not just a web address. In terms of PPC Quality Score, display URLs play a significant role, since one of the criteria used by Google to calculate for your Quality Score is the click through rates of your display URLs. Length and presentation of display URLs are critical factors as to whether searchers will click on your ad or not.

For one, Google will automatically add www to display URLs with fewer than 35 characters. Historical data will show that URLs without the www prefix get more clicks than those with the www prefix. Another not so known fact is that if you exceed the 35-character limit by two (37 characters) it is perfectly fine. Last, if you really canât contain your URL within 35 characters, insert a few keywords so that when Google shortens it, your keywords are highlighted in the display URL. However, exercise extreme care as Google will decide how to shorten your URL. Basically, the rule of thumb is to target 35 characters without www.

The Surprise Perfect 10 and Pre-assigned Quality Scores

Getting a score of perfect 10 is every web promotion companyâs dream. The excitement is equal to going viral in social media marketing services. But before you jump up and down, check for which keywords those perfect scores were given and most likely, youâll find out that these keywords have zero impressions and zero clicks. Experts are now toying with and testing whether including âemptyâ keywords gets a perfect score of 10. Your ads wonât show up for these keywords. The goal is to increase the overall score for the entire campaign and raise an ad groupâs eligibility for auctions.

Another crucial concept worth pointing out is that your ad groups and keywords have pre-assigned scores before you even launch your campaign and many experts have observed that most of these starting scores would be the end scores by the time a campaign is done. This particular information led PPC marketers to believe that you can actually modify your campaignâs architecture to boost your Google Quality Score even before you launch your ad campaign.

Multiple Groups for Keyword Match Type and Delaying the Use of Bid Management

Along with the campaignâs architecture, matching keyword types within ad groups can increase quality scores. To get the most impressions, it is encouraged that you use a number ad groups for all keyword match types that you want to target.

Finally, if your ad campaign is fresh and new, donât use the automated bid management yet. Statistics will show that campaigns that were manually optimized during their early stages were more successful versus those that were introduced with the automated bid management system.

Googleâs Definition of Quality Evolved

The Quality Score that every web promotion company is using today may not be the same a couple of years down the road. In fact, what Google considers as quality ad campaigns may not stand true in the near future. Who knows? Maybe social media marketing services will be closely tied into the PPC Quality Score. A lot of things can happen and the key is to always be on the lookout and satisfy whatever quality indicators there are.

Author’s Bio: The writer of this post is Deepak Gupta, who is an experienced internet marketing professional and active blogger. He is associated with a search engine optimization companyÂ in India that providesÂ professionalÂ SEO servicesÂ and takes care of the search engine marketing activities for clients.

A Post by Matt Krautstrunk

We all know how important customer service is to your long term success as a business. You probably donât need a briefing on that, so Iâll spare you the lecture on why the âcustomer is always right.â However, what you probably havenât realized is the fact that customer relationships are becoming more fragile.

We all remember the days, going to the local grocery store with our parents, and having the employees greet us by name. Loyalty is a wonderful thing; however something seems to have changed since the 50âs. Customer relationships arenât what they used to be, they are becoming more fragile than ever. As businesses strive to create relationships it seems one negative experience can cause a breakup, according to Social Media Paige, ânegative online shopping experiences result in brand abandonment. Smart consumers are very unforgiving.72 percent said they would share a negative online experience with friends and family. Another 70 percent said they would turn to a competitor as a result.â

Many managers also fail to realize how important social media is to their customer service. Whether you are trying to attract new customers or keep existing customers engaged, having a social presence gives your company a platform to reach your audience. I think businesses who try to âdateâ their community are able to retain a higher percentage of customers for life.

Link Multiple People To Your Businesses Social Account. Putting your PR, customer service and sales people on the same account, not only improves your reach but integrates your customer knowledge. Say for instance you only have one PR professional running your Twitter, he/she may not realize who they are actually speaking with. Having an integrated internal social media account improves your communication strategy by leveraging knowledge across multiple units. A good idea would be to add email contacts to your social networks from multiple accounts within your business. You can use your salespeopleâs, marketing department, and anyone you deem fitâs email address book to upload their contacts and follow them.

Although itâs important to integrate your internal departments on social networks, make sure they understand their roles. Have your sales person answer all sales inquiries, and all customer inquiries be handled by customer service.

Build Loyalty. Building loyalty is essentially taking your customers on dates. Keep your community engaged, active and excited about your brand. When the spark dies, you are much more willing to have a tragic breakup. Do this u

Solve Simple Problems Transparently A major advantage of conducting your customer service on social media is the fact that everything you do is transparent. Other followers will see your activity and you generate good PR for every issue youâve solved. Donât limit yourself on these platforms; figuring out how to work in social in to your strategy will help you keep your date for longer.

Keeping a customer for life is one of the most valuable things any business can ask for. We all know that 80% of business comes from 20% of your customers, so it makes sense to make sure that these people are happy to the fullest extent.

Matt Krautstrunk is an expert writer on postage meters based in San Diego, California.Â He writes extensively for an online resource that provides expert advice on purchasing and outsourcing decisions at Resource Nation.