Tag Archive | "core"

Search Buzz Video Recap: Google Core Algorithm Update, Autocomplete Changes, Negative SEO, Hijacks & One Line AdWords

This week in search, we got confirmation about the large Google update from Google as being a broad core update. It started a week ago Monday and seems to have gone on for ten or more days…

Search Engine Roundtable

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Google: Focused Search Updates Daily & Core Updates Every Other Month

When Google confirmed the Google update from the weekend, Danny Sullivan explained that it was a “core update” that happens only several times per year…

Search Engine Roundtable

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Google AMP In Core Mobile Results Fully Live?

In early August we reported Google is bringing AMP pages to the core mobile search results. Google never told us when this would happen exactly but it seems to have gone live today/tonight.

Many folks are now seeing it for ordinary searches in Google while on their mobile devices…

Search Engine Roundtable

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Matt Cutts: Google Core Updates Were So Drastic Due To End Of Year Code Freeze

Matt Cutts of Google who is still on leave as far as we know, was on TWIG #336 and he spent about 15 minutes going through the core updates, Penguin…

Search Engine Roundtable

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Inge Lehmann Google Logo Marks 127th Birthday Of Woman Who Discovered Earth’s Inner Core

She was the first woman to receive a William Bowie medal – the highest honor awarded by the American Geophysical Union.

The post Inge Lehmann Google Logo Marks 127th Birthday Of Woman Who Discovered Earth’s Inner Core appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Depression, Suicide at Core of Mariel Hemingway’s Young-Adult Book

Mariel Hemingway is the granddaughter of famous novelist Ernest Hemingway. While Ernest Hemingway is known for his wonderful writing, he is also known for how he left this world: he put a double-barreled shotgun to his own head.

In fact, Mariel Hemingway has seen troubled lives throughout her family. Her own sister, Margaux, also took her own life. Mental illness, depression and other factors have colored the Hemingway legacy for generations.

Now Mariel Hemingway is talking about it. She has penned two books on the subjects of depression, mental illness, and suicide. One is a young-adult version called Invisible Girl.

Her publisher says:

Born just a few months after her grandfather, Ernest Hemingway, shot himself, it was Mariel’s mission as a girl to escape the desperate cycles of severe mental health issues that had plagued generations of her family. Surrounded by a family tortured by alcoholism (both parents), depression (her sister Margaux), suicide (her grandfather and four other members of her family), schizophrenia (her sister Muffet), and cancer (mother), it was all the young Mariel could do to keep her head… Young readers who are sharing a similar painful childhood will see their lives and questions reflected on the pages of her diary—and they may even be inspired to start their own diary to channel their pain. Her voice will speak directly to teens across the world and tell them there is light at the end of the tunnel.

Mariel Hemingway says that she feels a unique opportunity to talk about these issues of depression and suicide.

“I am a Hemingway, and to me, that means that I have a ticket to understanding a world of darkness, of courage, of sadness, of excitement, and — at times — of complete lunacy. And yet, other people with other names feel these things too. It may just be that they don’t have an American myth to which they can connect themselves.”

When asked why she did a young-adult version of this book about depression and suicide, Mariel Hemingway said:

“Because that’s (the age) when I was the most scared. Also when I was the most confused. A lot of kids don’t know that there’s somebody out there that gets it. You don’t know it’s not normal. I thought that when parents fought and there was broken glass and blood on the wall, that you cleaned it up because this was your job.”


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4 PPC campaigns that violate the 3 core rules of success

Author (displayed on the page): 

When was the last time you clicked on a pay-per-click (PPC) ad on Facebook, Google or another site and were disappointed at what you found? Maybe you were confused after going to the landing page of a banner ad or frustrated when a Facebook ad led to information that had nothing obvious to do with what was being advertised.

PPC Copywriters and Landing Page Specialists understand that – while there are many elements that can increase and decrease conversions in a PPC campaign – there are three core rules that shouldn’t be violated. Those three revolve around:

  • Relevance
  • Clarity
  • Distraction

PPC Ads Never Work Alone

These tiny bits of copy are simply not meant to make the sale/conversion on their own power. Instead, they are (or should be) designed to pique curiosity, instill intrigue or otherwise entice the reader to click for more information.

Because you have two pieces to a puzzle (the ad and the landing page), you have to be oh-so-careful to guarantee that the ads are:

1 – Relevant: What is stated in the ad copy is relevant to what is on the page. You wouldn’t want to mention something in your PPC ad copy that can’t be found on the landing page or is hidden on the landing page.Web surfers don’t have time to search your landing page. If you mention an offer or a specific product (for example) … make very sure that same information is abundantly obvious on the associated landing page.

2 – Clear: When using discounts or other incentives in your PPC copywriting, you want to have the information within plain view of site visitors once they click to the landing page. One sure way to increase your bounce rate and decrease conversions is to make an offer that isn’t backed up on the landing page.

3 – Free from Distraction: PPC ad copy works best when it is ultra-specific. Landing pages do, too. If you’re using a generic page from your site that includes navigation links to other pages, you run the risk of visitors getting distracted from your message. In their truest sense, landing pages offer two choices: take the action on the page or leave. When there are links to your services page, other products, your blog and more, the attention span of your visitors will be fragmented and they are likely to wander off, never to return and complete the task.

Examples from Cyberspace

These four examples of PPC ads and their associated landing pages break the three most important rules of landing-page success. That isn’t to say they aren’t getting some response, but they certainly aren’t performing at their best.

Violated Rules: Relevance & Distraction

This is a screenshot from a Facebook ad I found in my News Feed. The headline works well with copy about getting results. It specifically mentions banner ads and indicates that you’ll discover how to get big traffic and ROI. (Benefits most business people would want.)

However, when I clicked to the landing page, there were no mentions of banner ads. All the landing-page copy is about spying on other advertisers. The PPC ad isn’t relevant to the landing page.

In addition, the landing page in this campaign seems to be just their home page. All the navigational structure is in place along with a pitch for people to subscribe to their newsletter, the latest news and more. It’s all a recipe for poor conversion rates.

Violated Rules: Relevance & Clarity

I am a steadfast Gamecock fan! When I saw this Facebook ad for college football gear, I was excited to see what Walmart would have for the upcoming SEC season.

While the PPC ad copy mentions college football and gear (which is what caught my attention), it doesn’t link to a category page on their site. What you get is a link to their Facebook fan page that mentions nothing about football at all. Huh? The ad copy says you can “Like” Walmart, but that’s more of an afterthought.

The lack of clarity and relevance caused me to leave Walmart’s fan page frustrated and not finding what the ad promised. (And not liking the page, either.)

Next, I ventured over to Google to find some AdWords ads. It didn’t take me long to come across these two examples.

Violated Rule: Clarity

The headline for this PPC ad reads, “90% Off Hiking Boots.” This is a great headline especially for bargain hunters. Since my search was for “ladies hiking boots,” I assumed I would be taken to a landing page showing me the selection of women’s boots at 90% off. Wrong!

I ended up on a page that includes all hiking footwear and accessories: socks, shoes, boots, men’s, women’s, etc. And there was no mention of 90% discounts to be found. This was a definite cause of confusion. I wasn’t clear about where I was or what went wrong between the PPC ad copy and the landing page, so I just left.

Violated Rules: Distraction & Clarity

The folks at Dell should know better than to create a PPC campaign like this, in my opinion. After a search for “antivirus software,” I saw this AdWords ad. The ad copy got my attention by listing benefits such as “Better PC Performance” and “Help You Need.”

I got a big surprise once I landed at their site. It was a page full of every type of support they offered: not just antivirus software.

While the ad was relevant to the landing page, there was only one tiny little link down at the bottom of the “Troubleshooting & repair” section that read, “Virus & spyware removal.” Hmmm… not exactly what I’d call antivirus software.

Because this page was not dedicated to antivirus (as the ad indicated), there was all sorts of distraction, including navigation links, PC checkups, self-help services and more. I was looking for antivirus software and found everything but. Not a good user experience.

When you’re writing PPC ads and developing landing pages for your campaigns, double-check your relevance, clarity and distraction levels. Ask people outside your organization to review the ads and landing pages to make sure they are communicating the way they should. Taking these simple steps will help your entire campaign perform better.

Karon wrote an ebook for Wordtracker that can guide you in your efforts to write exceptional PPC ads for AdWords or Facebook. Pick up a copy today.

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