Google Search Partners: Good or Bad for Your PPC Campaigns?

Our Opportunity Max family has spent years in front of the computer screen, analyzing and optimizing hundreds and thousands of AdWords campaigns and ad groups, all to help our clients succeed in the digital marketplace. Over those years, we’ve closely followed the debate over Google’s Search Partners.

  • Are they good or bad?
  • What are the benefits?
  • Should they be optimized separately in their own campaigns or groups?

Now the verdict is in, and we’d like to shed some light on this discussion with the only data we trust—hard data.

PPC Search Partners - Good or Bad

What Are “Search Partners”?

Search Partners are primarily composed of companies that opt into Google’s program; in exchange for ad space, the companies receive a small percentage of click revenue—it’s almost like Affiliate Marketing, but on a larger scale.

Read More

Better Together: How To Best Pair Google AdWords and Analytics

While both Google Analytics and AdWords give you a plethora of reporting capabilities and insights that you can use to optimize your campaigns and website, it’s even better when you pair the already stellar tools. Link up your accounts and optimize them for more insight on your bidding strategy, campaign performance, and more. Here are some quick tips to get you started; for more information, check out Google’s handy guides on sharing metrics and analyzing your performance.


Linking Analytics and AdWords

Read More

How an Effective FAQ Page Can Help with Your Digital Marketing Strategy

Customers will see the value in your website if it provides answers to the questions you already know they’re going to ask. FAQs on your website can benefit your car dealership in many ways:

  1. Creates a better user experience.
  2. Assists with SEO marketing strategies.
  3. Opportunity to increase leads and social sharing.
  4. Help you understand shopper behavior.



FAQs You May Have

Q: How Can This Create a Better User Experience?

A: People love FAQ pages – You know the questions that are being asked at your dealership every day, whether it be a customer calling on the phone or stopping by your dealership; so why not try to save everyone time and frustration? By having an FAQ page on your website, it will help shoppers find the information they want to know quickly, and maybe even answer some unknown questions that could lead them closer to making a sale.

Q: How Can This Help with My SEO?

A: Search engines love FAQ pages – One of the best reasons to have FAQs on your website is for search engines. Good content will help improve ranking on Google and Bing. By having FAQs on your website, you are creating more opportunities for your content to get discovered. Just think: you are providing a wealth of information in an interesting way.

It will give you the opportunity to use your keywords and ask questions just like your customers would ask when they perform a search. You can also use anchor text in the answers that link to relevant content on other pages of your website. By doing this, it will improve page usability and internal deep linking efforts.

Read More

Are You Monitoring Your Marketing ROI?

Marketing is important. Most people know this, and it’s something we can get out of the way early. Through the right marketing efforts, you can let the world and your consumers know who you are, what you do, and why they should be interested in your brand. Without a competent marketing strategy, prospective customers may never even hear of you, your brand, or what you do. Without marketing, you’re sailing a ship blind.

That being said, once you’ve invested in marketing, you’ll want to stay the course. As it’s been said a million times before about all aspects of marketing, unlike Ron Popeil’s Rotisserie Oven, it’s not a “set it and forget it” type of thing. You’ll want to continually monitor and analyze your campaign, ensuring your campaign dollars are well spent.

Read More

Google AdWords: Bidding Best Practices For Beginners

Optimizing your bid adjustments not only saves you money but also saves you time when managing paid search campaigns. To set up your digital marketing efforts in Google AdWords for success; you have to define your business goals. Setting business goals will prevent you from wasting valuable resources on ineffective strategies. When it comes to digital marketing, the more you know about your business, the better decisions you can make.

With the growing influence of technological devices on the way people interact with businesses, it’s essential to know what the most popular devices amongst your customers are. Research shows that people can use as many as three devices including laptops, tablets, desktops and smartphones daily. Lucky for you, Google AdWords allows you to set different bid adjustments for different devices. Here’s a guide to bidding adjustments to help you save money and improve the performance of your AdWords campaigns.

Google AdWords: Bidding Best Practices For Beginners

Use these helpful tips from Google to monitor your bids according to your target audience’s location, device and time of day. Following these simple tips will save you time and money, help you get your paid search ads in front of your target audience at the right time. Be sure to stay connected to the latest digital marketing tips and trends. Contact our paid search experts to get the most recent PPC campaign management tips and more today.


AdWords Mistakes You Need To Stop Making Now

Are you new to Google AdWords? If you are not getting the results you desire from your advertising efforts, we’re here to help. Using Google AdWords is a great way to boost traffic to your website when done right. Below is a list of common mistakes digital marketers make when using Google AdWords and how you can avoid them. 

AdWords Mistakes You Need To Stop Making Now

  • Hoping Your Quality Score Will Miraculously Improve

To improve your quality score, understanding what Google wants from online advertisers is essential. Taking the time to put in a little effort and thought into your paid search strategy will reap significant benefits for your advertising efforts and put your business ahead of competition. To improve your quality score, pay attention to the following:

  • Account history
  • Historical click through rate
  • Keyword relevancy
  • Landing page quality
  • Relevancy of your ads to the landing page

Quality score influences your ad rank, actual cost per click and the estimated first-page bids that you see in your AdWords account. Avoid spending large sums of money on top position clicks to boost your click through rate. If you notice a sudden drop in your quality score, focus more on the relevancy of your keywords, campaigns and landing pages.

  • Only Using Broad Match

Using keyword match types effectively will help you have control over the kind of searches you want to trigger your ad. We recommend starting off with broad match as it is the one that reaches the largest audience. As you get more acquainted with AdWords, we suggest using more restrictive match types to avoid paying for irrelevant clicks.

Read More

5 Do’s And Don’ts Of Digital Marketing


#1: DO Know Your Brand

Branding is the most important aspect of every business. It is how you communicate with your audience what your company represents. Branding is a great way to give your business a personality and voice. It is your promise to your customers, and it can be difficult for your target audience to connect and engage with your business without it. Digital marketing works completely differently for different brands in different industries. For example, digital marketing for law firms is going to be rather different to digital marketing for dentists, and it is important to distinguish between them. Having an active and efficient branding strategy is what differentiates your business from your competitors. Before spending money on digital marketing, be sure to build a strong brand. Here are a few points to consider when defining your business:

  • What is your business’s mission statement?
  • What benefits and features do you want your products or services to offer your customers?
  • What qualities do you want your customers to associate with your business?

#2: DON’T Put All Your Eggs In One Basket

Digital marketing success can be achieved through diversity. With the constant developments in marketing technologies, it is best practice to be knowledgeable about different elements of digital marketing. Be sure to try out different marketing techniques to find out what the best way to market your business is. Here are some of the digital marketing techniques to consider for your business:Search Engine Optimization

  • Email Marketing
  • Social Media
  • Blogging
  • PPC

Instead of putting all your eggs in one digital marketing basket, take advantage of the various elements of marketing listed above to help your business grow and stay ahead of the competition. There are always more you can learn about keeping your business marketing in the right area to keep competitive, if you were interested read more.

#3: DO Know Your Competitors

Knowing what you are up against is the best way to stay ahead of your competition. Knowing what your competitors offer and how their products are better or worse than yours can help make your business stand out. You can use your competitor’s weaknesses and strengths to improve your business model for the better. When evaluating how your competitors do business, be sure to pay attention to the following:

  • The methods they use to market their product or services
  • The actions they take to enhance customer loyalty
  • The digital marketing tools they employ for their business

Doing a competitive analysis will give you a better understanding of the marketplace conditions and standards in your business’s industry. Taking advantage of your competitors marketing weaknesses and strengths can help take your business to the next level.

Read More

Best Practices | How to Optimize LinkedIn Ads (Part 2)

In part one of our LinkedIn best practices infographic, our digital marketing experts established the key elements of a successful LinkedIn campaign and how to develop smart targeting. Your landing page is what drives sales, leads and conversions; which is why part two of our infographic focuses on how to optimize your ads and landing pages. Get the best ROI out of your LinkedIn ads by following the tips below.

LinkedIn-Ads-Optimization-Tips-Part 2

Regardless of the channel, great content is the key to successful ads. Be sure to use the following steps as a guide for creating compelling LinkedIn ads:

  • Headline – This is what will drive people to click on your ad, therefore, make it short, catchy and simple.
  • Ad copy – Make sure your ad copy pertains to what your headline is about. Remember, consistency is key.
  • Destination URL – Your landing page should be relevant to your ad copy. For example, if your ad mentions a special your business is offering, give your audience a call to action to get that special on your landing page.
  • Photo – Research shows that ads are more likely to get clicked on if they include a graphic. Whether you decide to use a vector graphic or a photograph of a person, make sure your image is relevant to your ad copy.

Need help with content creation? Check out these 5 non-blogging content marketing tips and be sure to subscribe to our blog for more digital marketing tips from our PPC experts.


Best Practices | How to Optimize LinkedIn Ads (Part 1)

Are you new to LinkedIn advertising? You have come to the right place. LinkedIn is the top-rated platform for lead generation for B2B businesses. If you are stuck in a rut and your LinkedIn ads are not generating the traffic you expected; we know what you are doing wrong and how you can fix it. We have compiled a helpful list of tips and tricks to get your ads seen by the right audience. Below are the steps you need to take in order to get the engagement and conversion you desire from your LinkedIn ads.

Best Practices | How to Optimize LinkedIn Ads (Part 1)

Be sure to use the tips and guidelines listed in part one of our infographic to guide your research. Remember, the key to successful advertising is to know your audience and how you can reach them. Stay tuned for part 2 of our LinkedIn best practices infographic. We will be sharing more tips on optimizing bids and landing pages, as well as tips on optimizing and refreshing old content. We will also share with you the anatomy of a successful LinkedIn post.

In the meantime, learn how to craft the perfect social media posts to increase engagement. If your target audience is mostly female, use our insightful infographic on how women use social media to tailor your social strategy for women. Be sure to subscribe to our blog for more helpful social media tips and insights today!



5 Steps to Attracting and Keeping Better Customers

Your customer doesn’t care how much you know until they know how much you care. ~ Damon Richards

Customers are your business’ bloodline; without them your business won’t survive. When choosing a marketing company to help you attract customers, make sure it’s whitehat. Although many if not all business owners agree with this notion, first 18 months. The cracks in a business’ foundation begin with a lack of communication between the business and its customers. The key to making your company thrive in any situation is knowing what your customers want most and what you can do to meet their needs. To really improve on communication between company and client the use of a CRM (customer-relationship management) could be crucial, using two pieces of software in synchronicity such as a Hubspot Mailchimp sync could seriously improve customer satisfaction and ultimately create a smoother flowing business. Below are five steps to attracting and keeping the right customers for your business:


Step #1: Engage your customers.

The more you engage with customers, the clearer things become and the easier it is to determine what you should be doing. ~ John Russell

When you have a solid brand identity and valuable product or service; it’s easy to attract potential customers or traffic to your business’ website. What’s not so easy, however, is attracting the right type of customers.

Keep in mind, the power to attract the customers you want lies within your content. Your company should be able to deliver whatever it promises or offers potential clients in the content it produces. The more implacable you are with your word, the easier it is to engage with your customers.

Step #2: Work on building your customer relationships and your business.

Every great business is built on friendship. ~ JC Penney

Keep in mind, your clients are human and human beings are social creatures. Customer relationships with brands share similar characteristics with human relationships. One way to establish a friendship between your brand and your customers is to listen and to give. Listening to your clients and giving them their needs in the most convenient way possible are the recipes for brand loyalty.

Read More