Last week we reviewed the importance Quality Score and how it’s calculated by AdWords. Sticking with the theme of going back to the basics, let’s revisit keyword matching options. After all, keywords are the gateway to traffic and sales. You have to be strategic when setting your match types to ensure that you’re not being excluded from popular search queries. You also want to make sure you’re not losing money when your ad appears on irrelevant queries as well. No matter how narrow or broad you set your match types, you want to make sure that the right people are seeing your ads.
Every single industry has had to change the way they interact with consumers as the internet, and namely, social media, has become a prevalent form of research and communication. This rings especially true for the travel industry, where Facebook has become the main social network for travel deal sharing, brand interaction, recommendations, trip inspirations and more. If you are in the travel industry, or in marketing for the travel industry, you realize by now that the way to interact with your customers and how they interact with your brand has rapidly changed more than most businesses out there. We’ve gathered a few examples in this post that should provide insights into consumer behavior and show you how to take advantage of the ever-changing social media environment in today’s marketing world.
Content marketing can be considered both an art and a science. A science in the way that strategies are tried and tested, with hypotheses falling flat or working out successfully, only to be tried and tested again for maximum efficiency. It’s an art in the way that writers and marketers must empathetically tune into what customers would find valuable and produce content directly for where they are in the sales process. It’s the blending of the left and right brained focuses that makes content marketing so effective in today’s business world.
A great way to get the best performance out of your website is by finding opportunities with on-site optimization. With the SEO tool Screaming Frog, you can have easy access to understanding where on your website these optimization opportunities may be hiding.
When it comes to running an AdWords campaign, you’re probably a pro by now. You rock at bidding on the right keywords, and you know what placements work best for your ads. That said it never hurts to go back to the basics. With this in mind, maybe it’s time you take a look at your Quality Score and why it is what it is.
Your Quality Score measures the relevance of your ad to your audience, or the person who is reading your ad at given time. You want your ads to target those potential customers who are likely to have a need or interest in your products or services. That’s not rocket science. Having a high Quality Score is reflective of having ads, keywords, landing pages etc. that are enticing and useful to those who click them. Most importantly, higher Quality Scores usually means better traffic to your site and increased sales. Higher Quality scores are indicative of a streamlined user experience.