Day 7: Google Adwords: SEA - Standard - Keyword-targeted text ads

Short Tail and Long Tail Keywords

Proper keyword selection is one of the most important activities that must be performed to position a web page in search engines . There are basically two types of keywords: the short tail keywords and long tail keywords .

This time we'll talk about the long tail keywords and their importance for the optimization of a website. The long tail keywords are keywords with less competition in the market and are almost always composed of 3 or more words.

For example , the keyword " graphic design " is not a long tail keyword, keyword instead " graphic design for small business " if it is a long tail keyword . When you compare these two keywords , " graphic design " has 50 times more competitive the keyword " graphic design for small businesses "

Such keywords are quite specific and much less attract web traffic to a site, but they tend to attract much more traffic and generate higher quality conversions. Why? Because people come and find a specific solution to their problem which they are looking .

Another advantage with the long tail keywords is that they can be used in a better way in Google Adwords campaigns . These keywords are less " costly " than more general keywords because of the level of competition, so we can use a large number of long tail keywords in our campaigns and receive a large number of visitors at a cost quite accessible .

In conclusion, we can realize that an excellent strategy is to use long tail keywords or long tail keywords for positioning and optimizing a web page , as well as improve the performance of a bell of Google Adwords traffic and generate far more segmented.

SEA - Standard - Keyword-targeted text ads
 
The setting options for keyword targeted text ads are identical to those in the dynamic text display in many cases (Look info Day 6):
 
Campaign level
 
When we are choosing keywords , the keyword options are particularly important:
• If the display appear only when exactly this word order is entered?
• Are synonyms?
• Is the order matter?
• If you want to exclude items?
mor info here: https://support.google.com/adwords/answer/2497836

And also this video is quite funny... i mean, for dummies like me :-)

https://www.youtube.com/watch?v=gzI1fcQVUno

and also this keyword planner tutorial is really nice: 
https://www.youtube.com/watch?v=-3JGmwMmsVk

Ad group levels
 
-->Identical to the dynamic text display.
 
Display level

In contrast to the dynamic text display can be here now in addition to the lines of text, the heading of the display can be set:
• headline set
• Specify 2 lines of text
• Set Display URL
• Destination URL set (for tracking)
 
Keyword research

For a keyword -based text display the Keyword research is of course particularly important. The keyword Planner by Google helps .
It strikes keywords above related keywords and also proposes even before bids to be placed at appropriate keywords . It is even possible bids to "test " to see which command should generate what number of clicks.

 

 Which are the advantages and disadvantages of "weitgehend passend" "passende Wortgruppe" "genau passend" and "ausschließend"

 

 

 

In highly competitive keywords ads are obviously more expensive - if you can not afford it / want, it is recommended to focus on niches and specific keywords. Here, too, can help in researching the keyword Planner.

It´s important to optimize the web page and that things like this dont happend, #fail!

 

Tools: 

Seo- Diver (for keywords)

SEM rush

Seo Sweet

Sistrix

Ranking-check

keywordanalyse.com

freekeywords

metager.de

semager.de

ubersuggest.org

Day 6: Google Adwords

Hello my friends, finally Friday!!!!!! 

Today we talk about Google Adwords and i feel very excited !!! :-)

First step! know how the SEA look like.

• display portions (yellow) 
• organic search results (blue)
• The red thing is part of SEO (i think we will talk about it later)

How this results come?

--> The display group appear,because a provider has commanded directly on a keyword search, it means the companies pay for this advertising.

-->The organic search returns results based on the SEO of the websites.

How it works then?

For example:

     Campaign: South America Travel
         Ad group 1: Chile
             Display 1: Chile Travel San Pedro de Atacama
             Display 2: Chile Travel discover with personal guide
         Ad Group 2: Peru
             Display 3: Peru Travel Machu Pichu
         Ad Group 3: Brazil
             Indicator 4: Travel to Brazil Buzios
             Display 5: Brazil Travel in the Amazonas

Make an Account:
It is recommended to create at the campaign different levels, it means we can segmentat the campaign in different targets, languagges, etc. This help us to control the budget and measure the results.

How we do a Campaign? Where should I start?:

First we have a several options:

• Only search network (Google Search) Here you can select one of this 4 options:
• Standard - Keyword-targeted text ads (you can also use keyword planner)
•  All functions - Standard + more features
•  PLA ( Product Listing Advertisement ) - product listing ads 
• Dynamic  Searchads- based on the website content
• Display Network ( banner advertising)
• Shopp Bung ginger (about Merchant Center)
• Video 
• Mix: Search and Display Network

Dinamic search ads control --> WE GO ON DEEP; THIS IS GETTING HARD GUYS!!

How can we control the campaign?

1.  "Google search network " - referring other Google search services with a (maps,etc.) 
2. Ads can no longer be controlled by device types. 
3. Display can be controlled by Location: Radius relation, country, city, region or district -related (user has located there to see the display) 

   

Other options: 

• users include also looking for the target region. Also, the exclusion of areas is possible.
• display can be control by languagge.

 Bidding strategy:

• Manual (only for very experienced users recommended) 
• Automatic distribution within one month (recommended for beginners)

• Budget per day on the campaign side (for example from monday until friday) (it depends about the price) 
• Scheduling (individually or for all days and times , control makes sense because the rating decreases in low click-through rates )(Include close variants or not ).
• Keyword match: it means you can choose to have the ad displayed only when exactly that keyword is entered or when similar keywords are entered
• Tracking URLs

Ads group level

1 Here you have to specify a name for your group of ads and then design your ads.
2 Extensions:

• Site expansion (Indicate the location in the search results) 
• Call extension (phone number in the search result, particularly important for mobile users, includes scheduling, tracking and conversion rate monitoring, and has implications for the rating)
• App erweiterung (integration of mobile apps)

         Assessment Enlargement (insertion of reviews, minimum number of reviews, at least 3.5 stars)
         (Specify precisely how the dynamic circuit works) Automatic alignment
         Site Links: Related Links below the ads that run on specific subsites (Optional with its own description, the so-called "large site links" (highlighted in green in the picture), but only with brand Search displayed)

• Site Links: Related Links below the ads that run on specific subsites

We can also communicate our place in our annoucement:

I can also put my telefon number in my annoucement, this is interesting for the "Inmobilien Bereich", and also choose the link to my web site:

Also I can improve the conversion:

You can also see the ranking (stars) in every announcement. You can build this with your own reviews.

This is what you get at the end:

Dynamic search ads (this is how you specify an Ad)

• Set heading (eg dynamically generated display title 
• Specify 2 lines of text
• Set Display URL
• Set Target URL (for tracking)

URL Structure

Reisen-Rucksack.de

Reisen-Rucksack.de/chile

          Reisen-Rucksack.de/chile/gruppenreiseA(ausgebucht)

          Reisen-Rucksack.de/chile/gruppenreiseB

Reisen-Rucksack.de/peru 

How do you get the position  in the search?

Quality Factors: diffined by google and not open to the public.

1 Correct Keywords

2 Quality of the text in the announcement

3 Clicrate (how many people actually click in your ad)

4 Quality of your landingpage

5 How well the search result matches the search terms

6 Devises (geräte)

7 If your Ads have an specific time.

Ad- Ranking: Can be influence for us,  if you pay more you can get a better ranking.

Day 5: Email Marketing

Today we talk about Email Marketing, which is very important for get information about audience and the sales results.

Which types of Email Marketing do we have?

- Regular campaigns
- Autoanswer
- RSS campaigns (automatic email delivery of new blog posts or Mailchimp )
- Follow-up campaigns
- Standalone Newsletter
- Partner Newsletter

Terms of Use

It means before you send an email you should check the local legal situation with your list of emails.

• Double-Opt -in: procedure is compulsory in Germany 
• Opt- out procedure is compulsory in Germany
•  E -mail address must be the only required field
• Written permission required - only the e- mail address is not sufficient

Factors for Successful Email Marketing

• Good E -mail Subject 
• No spam content ( no excessive use of special characters)
• no personal contact with the subject
• six to ten words in the subject line to open the most frequently
• Make Mobile version available
• Vouchers and Coupons can be the opening rate rise
• Content is becoming increasingly important
• arouse curiosity
• Extra Landing Page
• Conduct competitions
• Gift / discount as a "reward" for the newsletter subscription ( Squeeze Page ) 
• Subscribe to the newsletter on the website as a widget to integrate (possibly following)

Personalization of the emails

• Personal address in the e- mail 
• Segmentation by customer interest - relevant only for the interest newsletters are sent to the customer

Blacklists -->ServerIP or domain listed here , ends the e -mail in spam

Whitelist -->here you can buy


Hard bounce: it means when you have a E -mail wrong
Softbounce: it means when you have the mailbox full
Mergetags:it means when you personalize the newsletter example: * | FNAME | *
 
Newsletter subscription at World Press entries (eg cleat ): http://hybrid-connect.com/
Here you can buy your own Lay ad.

 Limango--> how can look like your layer ad

Invitation to share, to get a free product : wpsharely.com
Plugin for wordpress, it locks the content on the webpage until you subscribe to a newsletter or share the content on facebook or stuff like that.
 

 
Re - presentation , link, preview, construction , etc. check : litmus.com
Irated : The most relevant for the User Product is settled in the next newsletter above : mailworx.info / en / whitepapers / Irated
 
Create Newsletter: mailchimp.com

1. Creating a list : (list name , return address , Why are the recipients on the list , etc.)  
2. Recipient Import (Various factors as name , language, address, etc. can be labeled accordingly. Opt -in form and choose Install html text on the blog. 
3. And now the finally! we can create a campaign:

• select campaign type 
• select Recipients List
• may choose segmentation
• Define campaign name
• define subject
• select Personalisation
• select Tracking
• connect any Google Analytics
• possibly tying social media

 Select template-->To make changes / layout adapt to their own CI

You can Test your newsletter using this tool: emailtooltester.

EXTRAS:

 

Day 4: Affiliate Marketing in the Google Ranking / Google Adsense

Affiliate Marketing in the Google Ranking.


So my friends, today we are talking about the factors in the affiliate marketing, which exercising a positive and negative impact on the Google ranking. 

The first thing is the wrong operation: it happend very offen that we have a wrong classification of the content and there´s no value for the user, it means there´s a lot of webpages with the same content and we cannot see a real difference between them.


Which should be our approach?:

1. If we have an affiliate content, this should only make up a small part of the page (to our own content , such as recommendations, comments, ratings supplement).
2. We should create a value, but the question is, how we do this? first you must select the correct target group and then create a content with value (make a difference). 
3. If you already know the step 1 and 2, then you can get a higher ranking because if you have a current and relevant content, that will increase your ranking.

 What happend with the direct networks?

In this case the Affiliates are handle directly by the Merchant, here we see for example: Amazon Affiliate.

Some important points:

1. Here you don´t have set-up cost for the merchant
2. also you don´t have commission cost for the merchant
3. There´s a big effort in the generation of affiliates
4. We see an individual care for the affiliates
5. There´s also a flexibility in the commission award

Which factors do we have in our choice of direct networks?

1. first we have to think about the strategy and the theme of the program
2. the target group must fit
3. remuneration model
4. amount of commision

Tracking points


 We have to check that commissions are not paid multiple times (to different affiliates) . Therefore, we use tracking points (with affiliate software):

1. First Cookie Wins: The affiliate who has made the first commercial contact, receives the commission.
2. Last Cookie Wins: The affiliate who has made a recent expose advertising, receives the commission.
3. Priority: The performance of different advertising affiliates is weighted differently.
4. Customer Journey: All the affiliates who are participating in buying receive a share.

Affiliate Software

Here we have seveal examples: ShareIT , affiliate to date , Quality Click , Post Affiliate Pro, Clickbank.

When we work with such a software, we have to know for example: in which languagge will this operate, if the commission is automaticly adjust or if they are also nestable and if we can find reports there.

How to build an affiliate program with such a software?, let´s see what Ralf Schmitz said:

Google AdSense

This a display program of Google. 

 

  
How does it works?

this program is used to advertise on websites. An algorithm ensures that the switched Advertising on the topic / content of the website fits.

• In order to evaluate the effectiveness of switched advertising, Adsense offers a variety of data and statistics. In order to participate in Adsense, my website must be approved. Google makes in this manner for minimum quality standards. 
• In the circuit of advertising, there are several optimization criteria that are taken into account: format, niche, number, placement, content of the website, traffic, etc
• We have a CPC remuneration 
• There´s also Text Ads & Display Ads & mixed form (here we cannot say which one is more succesfull, it´s like try and error)
• Advertisements are automatically adapted to the content (in this case we are talking about travel)  
• Advertisements are adapted to the visitors 
• Google Analytics integration possible

Disadvantage of the program: Merchants and affiliates can not be individually selected and approved.


Guidelines:
 
• no counterfeit products
• No own clicks
• No pornographic content
• no pages that infringe copyright
• Incentives are not allowed to generate clicks
 AdSense Direct (previously only in the U.S.) allows direct advertising deals between advertisers and publishers negotiat.

Day 4: Some questions from Affiliate Marketing

Affiliate Marketing Questions

Welche indirekten Netzwerke?

Was trage ich in einem indirekten Netzwer als Merchant ein?

Was für Grunde für indirektes Netzwerk?

Was spricht dagegen?

Welche provisionsformen bieten sie an?

Welche Kriterien sind für einen Adrank wichtig?

Welche Werbemittel binden Sie ein?

Woran erkennen Sie schlechte Affiliates?

Welche Tracking Methoden wenden Sie an?

Wann würden Sie eine Agentur einsetzen?

Sind Sie in Affiliate Suchdatenbanken präsent, welche gibt es?

Sind sie bei 199Partnerprogramme im Ranking?

Was dürfen ihre Affiliates machen oder nicht (AGBs/Programmbedingungen)?

Direkte Netzwerke

staffelung der Provisionen
Verwaltung und Kommunikation
Ausschüttung von Geld (Zügig, Schnelligkeit)
Viel Aufwand die Software einzurichten 
Geld ersparniss
Detailiertes Reporting
Anpasung von Design
Gruppierungen
Flexibilitäat in der Werbemittelauswahl
A/B Tests
 

Day 3: Domain and Domainstructures / Affiliate Marketing

We talk today about domainstructures and Affiliate Marketing:

1 Domain and Domainstructures --> First step in the digital strategy.

The domain is not just a name for our website, it can help us to improve the usability and the search:

• Domain endings TLDs: com, de so country-specific or topic-specific - see United Domains
www.reisen-rucksack.com
www.reisen-rucksack.de
www.reisen-rucksack.en

• Subdomains : outsourcing of own issues such as Store , Blog, Mobile
www.reisen-rucksack.de/blog - Verzeichnis Struktur
blog.reisen-rucksack.de - subdomain
asien.reisen-rucksack.de

• Extra Blogs : Tumblr, WordPress, Blogger (range , interest of a user base)
www.reisen-rucksack.de/microsite/../.../...

• Directories : countries or specific topics
rucksack-reisen.asien
reisen-rucksack.de/afrika
shop.reisen-rucksack.de
business.reisen-rucksack.de

• Microsites : Own pages only for a campaign (integrated into the site or outsourced)
 outdoorspiel.reisen-rucksack.de

2 Affiliate Marketing

Affiliate Marketing is a type of marketing where you use a platform on Internet and you get the results using an "affiliates network", it means you can have many websites which show promotions and advertisers, and are paid when such advertising as a result generate a click, lead or sale for advertiser.

The affiliate websites sites are usually small to medium sized and focused on a specific niche content. It can be a site of a football club , a tech blog , a site for fans of cinema, a cooking site or a site for professional women for example. This is highly relevant content for site visitors , which attracts visitors with a defined demographic profile and a high interest in the content presented and consequently for certain types of products related to the content and visitor profile. The sites are very interesting to advertisers because when promoting their products or services in such sites browsing your target audience, the more visitors become buyers for the advertiser than any other marketing channel - traditional or online. The concept of " win -win " occurs , the advertiser increases your online sales and pay only for results, and the owner of the website gets a new source of income and can better monetize their website.

This means that companies are looking for advertising partners that will help them their products / services to sell. This works in a variety of ways. Firstly Affiliate banners, links or information of companies can publish on their websites or blogs. 

Who participates in this process?

Affilate / Publisher - Network - Merchant / Advertiser - Agencies

A typical procedure is :
• Portal Search
• details of profile and advertising
• Application
• Upon receipt of integration of advertising
• Payment of fee form

There are several platforms for create a Affilate Marketing, for example 100partnerprogramme.de,  here you can find a Affilate Network and through that network you can get a category of company and product for a campaign.

The big advantage in the affiliate marketing is that you can complement and improve your sales activity:

1. You have a variety of partners: "Swarm Intelligence" 
2. Measurable sales channel: you can know all the movements and activity of your advertising using a tracking system
3. Pay for performance: the companies pay for the performance of the campaign, therefore it´s cheaper: they want to see results.
4. Affiliate: partnership
5. Long Tail: access to qualified niches & special interest sites
6. Creativity: initiative, quickness and sales know- how of the "Innovation" - New distribution models (for example: couponing)
7. Range: Additional collaborations and forms of advertising

 

Now we go more in deep with some concepts:
• Range
The networks serve a large number of different affiliate programs. They have mainly but also about a more or less large base of affiliates. About the two market leaders zanox and affilinet Merchants can always appeal to more potential partners than smaller networks : This can be an important decision criterion for Merchants. Especially programs with great potential to land closer to the market leaders.

• Costs for Merchants (companies)
Differ mainly in terms of monthly fixed charges and one-time setup fee. Only the 30% commission are generally charged by each network.

• Registration
The registration process is very similar for affiliates and merchants across the network , as some industry standards have prevailed. Nevertheless, there are small differences here and there. Usability of the platform many affiliates and merchants all have to work daily with the affiliate networks of their choice. Therefore, it makes sense to evaluate the networks in terms of their usability.

• Support
What support affiliates and merchants from the network, if there are times questions and problems, is one of the most important criteria at all for us.

• Transparency
In affiliate marketing do not always have all involved the same interests , the more important is a transparent business relationship. 

 

 
When we already have the correct network, it´s necessary to know how the money comes and how to get a commission:

• CPO : from engl. " Cost per Order "
• CPS : from engl. " Cost per sale "
• CPL : from engl. " Cost per Lead
• CPC : from engl. " Cost per click "
• CPA : from engl. "Cost per action "
• EPC : from engl. "Earnings per 100 clicks"



 We can calculate the commission payment based on 100 clicks, because then we can make an universal measure to different billing forms and deals effectively comparable.

Which types of Advertising can we do?, basically text and pictures, here some examples:

 

An affiliate network takes an average of 30% surcharge on paid to partner commissions. The commissions may be paid only correct if the correct tracking method is used , which is also checked regularly:

• Pixel Tracking: Transparent pixels in the banner (for example you can put this in a picture inside your blog)
• Database Tracking: HTTP resonse control (you can use this tool for track a content for a long time and see the whole activity)
• Session Tracking: Encrypted PHP session
• Tracking Cookie Mini text browser cache
• URL Tracking URL with parameters such as PartnerID

Which criteria are important for you in an indirect network (Publisher and Merchant)?

Publisher:

1 The quality of the company: transparent, serious, with communication guidelines, etc.
2 The correct Target for our content.
3 Good filters for get the correct Merchant (this should be related with our content).
4 The company should respect the payment and also provide you with important information about the campaign (keywords are also important to know).
5 Be active, we should create content daily. 


Merchant:

1 The quality of the affiliate network: it must stay alive in time, should not be spam, it should be with a big number of members.
2 We should have a focus for every network, it means, we should have a topic or thema for every network, then it´s more easy to be more specific.
3 Also manage guidelines, be serious.