Monthly Archives: January 2013

Spruce Up Your Pay-Per-Click Strategy

With the Internet playing a bigger role in research, pay-per-click advertising proved an increased necessity over the course of 2012. With the success of this strategy and its cost effectiveness, businesses are realizing that online advertising is essential.

Last year businesses saw increased returns from Product Listing Advertising while advertising costs fell. This increased revenue prompted businesses to increase their pay-per-click budgets. Since PPC proves to pay off, more businesses are encouraged to participate in online advertising. As more businesses utilize PLA and PPC, prominence on the Internet is harder to achieve. So businesses must keep their online campaigns fresh to stand out from their competitors.

With this is mind, businesses should prepare to update their online presence. To start 2013 off right, Windy City Strategies offers this advice to keep your business relevant on the web.

1. New Ad Formats

At the beginning of 2013, Yahoo! launched a new ad format called cost-per-lead. This format allows advertisers to start leads directly from the search page. This makes signing up easier and saves customers’ time. Increased efficiency starting on the search page makes your business’s website more appealing.

2. Attention to Psychographics

With the increased use of Google+, Google is collecting more data about the popularity of certain sites. This information will be used for Google’s Remarketing 3.0. Incorporating this information will help Google better direct ads to consumers, so that ads are better matched to their viewers.

3. PPC To Grow in 2013

As online advertising becomes more popular, more businesses are getting on board. Consumers are flooded with business advertisements, so your business needs a creative ad to attract their customers. Incorporating new elements, like catchy content and efficient formats will help set your business apart.

To update your PPC strategy, click here.

Tablet Users and The Web- from Google’s SEO Blog

Windy City Strategies has mentioned before in our blogs about how not having a mobile-enabled website will turn off consumers.
And that goes for not only smartphones, but tablets as well.
Here is a great article from Google’s SEO blog:

“Although we do not have specific recommendations for building search engine friendly tablet-optimized websites, there are some tips for building websites that serve smartphone and tablet users well.

When considering your site’s visitors using tablets, it’s important to think about both the devices and what users expect. Compared to smartphones, tablets have larger touch screens and are typically used on Wi-Fi connections. Tablets offer a browsing experience that can be as rich as any desktop or laptop machine, in a more mobile, lightweight, and generally more convenient package. This means that, unless you offer tablet-optimized content, users expect to see your desktop site rather than your site’s smartphone site.

Our recommendation for smartphone-optimized sites is to use responsive web design, which means you have one site to serve all devices. If your website uses responsive web design as recommended, be sure to test your website on a variety of tablets to make sure it serves them well too. Remember, just like for smartphones, there are a variety of device sizes and screen resolutions to test.

Another common configuration is to have separate sites for desktops and smartphones, and to redirect users to the relevant version. If you use this configuration, be careful not to inadvertently redirect tablet users to the smartphone-optimized site too.”

Online Reviews On Google Impacted By FTC ruling, And How It Impacts Business

Reviews are a central part in managing a business’s reputation online.   Part of the large overall FTC ruling was a nugget we would like highlight- which is that reviews “scraped” from other websites, may not be part of  a business listing anymore on Google- impacting a business’s overall reviews on Google.

According to today’s article on Wired.com, “Regarding Google search, the chairman pointed out that Google “allegedly” scraped user-generated restaurant reviews from Yelp “and led consumers to believe that these reviews were its own.”  When websites complained of the practice, he said, “Google allegedly threatened to remove them entirely from Google’s search results.”

The chairman called such practices as “potentially harmful” — practices Google is agreeing to discontinue.

“Going forward, Google will allow websites the ability to opt out of appearing in its vertical properties like Google Local or Product Shopping, without being penalized or demoted in its general search results on Google.com,” the chairman said.”

To read the rest of the Wired article, CLICK HERE.

Windy City Strategies will help your business soar in the ultra-competitive web marketplace through our proven Internet marketing campaigns. We manage Google, Yahoo and Bing accounts and offer pay per click campaign management services as well as search engine optimization, website development, and internet marketing consultation. Please contact us for a free proposal and analysis.