Posts Tagged ‘PPC

17
Mar
14

Friend or Foe? Techie Insights from IFA

Living up to host city New Orleans’s reputation for revelry and rapture, this year’s annual IFA Convention was nothing less than mardi gras worthy. Having spent the last couple weeks recovering and catching up after franchising’s annual hoorah, the Weise team has sorted through the swag to find our most memorable takeaways. Among these, franchisors’ lingering hesitation towards technology stands out. 

In February 2014, Facebook celebrated its 10th anniversary, hardly qualifying it as groundbreaking. Social media’s rapid expansion and continuing evolution of the digital sector leaves few hard and firm rules. Although social media is the go-to reference for digital marketing, this is really just the tip of the iceberg. Buzz words including SEO, PPC, and CRMs are all a part of the marketing and sales mix. With so much going on in today’s race to ‘be found,’ it’s little wonder the technological world is a maze of anxiety for many.

Yet, the key many franchisor’s have yet to discover is the positive impact adopting these trends can have from both a marketing and operational standpoint, ultimately increasing their bottom line. According to David Mihm, Director of Local Search Strategy at Moz, “Brands are how you sort out the cess pool of the Internet.”

With that in mind, here are some nuggets of know-how, common confusion and other common threads we gleaned from the conference:

Google + Still one of the lesser used and understood social media platforms, Google + directly impacts your brand’s SEO. Major areas to make sure are updated and complete include business info, link to your website and location information. This info will appear higher in search results because of the link to SEO, content should be largely business focused.

Location Pages Another tidbit we kept hearing repeated was the importance of location pages. This is the easiest way for search engines to validate a company’s authenticity so make sure your info is on several different ones (Google, Bing, Yahoo, Yelp). Also, make sure it’s accurate! This is an easy first step for promoting online presence.

Facebook- Franchise sales vs. Consumer Sales Whether Facebook should be used for both consumer and franchise sales—and whether these should be separate pages—was a hotly debated topic. Although a “one size fits all” answer may never exist, it is important to remember any potential franchisee will interact with your brand several times before revealing themselves as a prospect, making high quality content more important than ever.

Content Development Discussions revealed many brands are struggling with content development. Whether intended for social media, blogs, newsletters or websites, this directly impacts SEO. In today’s world of content overload, quality and variety is key to moving up in search results. Another important nugget to mull over: hiring an outside agency to manage content development is often more effective than relying solely on in house talent. This is, after all, what these agencies do best.

A fitting sequel to IFA, FranTech—a conference exclusively devoted to the technological sector of franchising—is coming to Denver next month. These two days offer another chance for marketing managers to learn best practices, confer with other franchisors and find vendors. I guess we’ll see many of you in Denver.

 

09
Sep
10

Google Instant: More than Interactive Search

On Sept. 8, Google announced the improved search feature, Google Instant.  Users on Google Chrome, Firefox, Safari or Internet Explorer 8 will begin to see results displayed as soon as they type in queries.

At first glance, this simply seems like a time-saver, Google estimates 2 – 5 seconds saved per search. Really only enough time to sip your coffee. However, there is real value to the consumer, and marketers will need to step up vigilance on search term optimization especially for pay per click (PPC) campaigns.

For the consumer, Google Instant is better than the Google suggestions at the bottom of the first page of results. By seeing results as you type, you are better able to refine your search on the fly.  Google Instant makes interactive suggestions based on where others have been before.

For example, I typed in ‘ex’ and as you can see Google Instant delivers Expedia as my first option.

BEWARE! Marketers need to be concerned with the rest of the Google changes.  In preparation for the launch of Google Instant, Google quietly updated their keyword tool. This generated numerous reports of huge drops in search traffic numbers.

According to Gary Adam Shannon of searchenginewatch.com, the (exact) phrase [golf clubs] used to report an estimate of 165,000 monthly searches two weeks ago:

As of right now, the (exact) phrase [golf clubs] reports 33,100 monthly searches.

If you are currently running a PPC campaign, you must re-evaluate your search terms based on the changes Google has implemented.  This will impact website planning, SEO efforts and embedding keywords in websites.

Additionally, a faster, more streamlined search means less opportunity for long tail searches. This will drive up the PPC cost for popular search terms. Online marketers are going to have to go back to the basics as it relates to managing the search engine.

Let us know what you think of Google Instant and if you have seen a drop in your search traffic.  Follow Weise Communications on Twitter for more updates.




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