Advertising is everywhere in today’s world. It doesn’t matter if we’re watching TV, listening to Pandora, using Google, or driving down the highway — we’re going to see or hear advertisements for something (except when we’re watching Netflix).
With so much ad-noise in the world, it’s a wonder that any advertisement can stand out from all the others trying to get consumers to spend money. But companies can’t just give up because there are a lot of ads — they need to make money, and they won’t make money if nobody hears about them.
So instead, advertisers have created a tried-and-true arsenal of different techniques that are all aimed at getting consumer attention. And even if we don’t realize it all the time, these strategies all work exceptionally well.
Imagine a one-way street lined with 10 pizza shops. Your pizza shop is the very first one patrons see when they start walking down this street. The other pizza shops are much further down and would be a tedious walk, and because of this, you attract the most customers. This is one way to think about the relationship between search engines and your business.
One of the primary goals of SEO is to make your business first – or as close to first as possible – in the search engine results pages when people search for the products and/or services you offer. This type of traffic is known as organic, where visitors perform a natural search and click through to your website. Most businesses need organic traffic to generate revenue online and this creates competition for rankings in search engines.
The only way to be at the top of the rankings (like that first pizza shop on the street) is by creating and implementing a strong SEO strategy. However, that can be easier said than done. Generating revenue online requires ongoing research of keywords, customer demographics, and competitors. It also requires the constant questioning of “what else can be done?”
Google is a colossus of modern advertising. In the first half of 2015, the search engine colossus raked in nearly $35 billion in Q1 and Q2. According to their data tables, that’s about an 11% increase in revenue year over year. Google’s AdWords system is the company’s cash cow, which funnels billions of dollars from advertisers as search engine users click on ads for different keywords.
Google has billions of keywords at their disposal. But not all keywords are created equally, and costs per click can wildly vary from a handful of pennies to hundreds of dollars. So which ones are the most expensive?
That’s what motivated us to get in touch with our friends at SEMrush and figure out the most expensive keywords on Google for 2015. Together, we compiled and analyzed countless keywords to find the ones that stuck out above the rest.
Some of these prices actually make sense. Others surprised us. And a small fraction left us pretty confused.
But to get the full scope of our research, you really have to see the data for yourself.
User-generated content (UGC) is a huge benefit to any business. It shows you — and potential customers — that customers are engaging with your company. Regardless of the services or products you offer, having your customers help advertise for you can make your company’s marketing easier and more effective.
The trick is getting UGC in the first place. You need to make it clear to your customers that you want to hear from them, but you don’t want to come across as exploitative. As a result, you need to be careful about how you acquire the content. Plus, after you have it, you need to figure out the best way to use it.
Fortunately, there are tried-and-true methods for both of those issues — you just need to follow the right steps.
The current and future landscape for people to make informed purchasing decisions is known as digital commerce. More than ever, people can learn about their product choices, how others have experienced these products, and even the history of the companies selling them.
If you’re a business owner or marketing professional, you hopefully understand the importance of having a social media presence. Profiles and accounts on Facebook and Twitter can assist in your branding, engagement, and ecommerce efforts, along with many other objectives.
But without the right analytics, you may be left wondering, “How much do my social media efforts help my business?”, or “How can I track my social media performance?” These are very common but important questions.
In today’s day and age, it’s possible to know exactly what is working and how much benefit is provided – as long as you have the right tools. Fortunately, with Google Analytics, this information is readily available.