Google AdWords recently introduced a new keyword match option called Modified Broad Match. At a high level, modified broad match fills in the gap between phrase match and broad match. Which is great news, especially for companies using Google AdWords in highly competitive spaces. So let’s begin the Google AdWords Training!

• What exactly is modified broad match?
• How do I use modified broad match?
• What does it mean to my AdWords Campaign?

What is Modified Broad Match?

Modified broad match provides more flexibility with the targeting of your AdWords campaign. You will find Modified Broad Match to be more useful if you are currently using both broad and phrase match types.

This new match type option allows you to better control your broad match targeting and in the case of long tail keywords – you can select which keywords you want to apply the modified broad match rule to.

By placing a + sign in front of a broad match keyword, your AdWords ad will only be served for search terms that contain the exact keyword or contain close variants of the keyword. Google defines close variants as misspellings, singular and plural forms, abbreviations and acronyms, and stemmings. Related search terms like apple and fruit, or synonyms like smart and intelligent are not close variants.

So you can now tighten up your broad match keywords or even portions of your broad search terms that contain multiple words (i.e. cakes, chocolate cakes, red velvet cake).

Google AdWords Training – How Do I Use Modified Broad Match?

The implementation is pretty straightforward. When you add a new keyword, you put a plus symbol in front of your keyword.

For example:

+Google +AdWords +Training

Applies modified broad match to all three individual words for the keyword: Google AdWords Training

You could also elect to put a + sign in front of one or two of the individual words in any combination you choose.

Incorrect examples of applying modified broad would be:

+Google+AdWords+Training or…

+ Google + AdWords + Training

What does Modified Broad Match mean to my AdWords Campaign?

Well, that depends on your campaign(s), your industry, your budget and a whole host of other questions. But modified broad match appears to offer a much needed tool to fill the gap between phrase based and broad match types.

You will need to test this new match type for yourself and determine what is best for your business. I have seen clients that run AdWords campaigns in competitive markets where phrase match was the best option. Broad match produced too many generic, unqualified clicks, phrase match worked well but their budget could support more clicks. Modified broad match presents an opportunity to expand reach to qualified impressions without serving ads to unqualified surfers. Especially if you are targeting multi-word keywords that are fairly generic “tree houses”.

Google AdWords Training for Modified Broad Match

If you are a highly proficient Google AdWords professional, I would recommend setting up structured tests to evaluate the effectiveness of modified broad match on your AdWords campaigns.

If you are learning your way in Google AdWords and are not sure how to most effectively use this new keyword match type, here are some recommended resources:

Google’s Official Page on Modified Broad Match

Inside AdWords Google’s blog and explanation of the new match type

Read, test, monitor and improve. If you need to learn more, you may want to consider some Google AdWords Training. Or hire a Google AdWords Professional to improve your AdWords performance.

Most small businesses have dabbled in email marketing – whether it’s a newsletter, e-blast or other email marketing strategy.  Let’s cover some of the most effective email marketing strategies and some practical email marketing tips that will help your small business.

Email Marketing Strategy #1: The Email List

Your list is the single most important factor in your email campaign.  Your house list (you are developing a prospect database, right?) is your best email marketing list.

If you have integrated your email marketing platform and your customer database (typically requiring a CRM system) – that’s the best option.

Email Marketing Strategy #2: The Email Communication

Email communication comes in many forms – informational, newsletters, promotional, etc. For purposes of this article, let’s cover promotional (revenue generating) email marketing communicating.

Email Marketing Strategy #3: The Offer

This goes without saying but developing a compelling offer is critical to the success of your email marketing strategy.

Email Marketing Strategy #4: Segmentation

Once you’ve selected your offer and your email list – it’s time to segment the email marketing file. There are unlimited ways to segment your email marketing file – age of leads, geography, purchase history, recent activity, marketing acquisition channel – be creative and think about what is most relevant to your offer and list.

Email Marketing Strategy #5: Email Delivery

Depending on your business model the day of the week and time of the email delivery can impact open rates. Personally – for most B-to-B or B-to-C email marketing communications, I recommend Tuesdays (Wednesdays are second best) around 11am – eastern time.  That hits your email prospects before lunch on the east coast of the US as well as around the start of the day on the west coast.

Effective Email Marketing Tips

Let’s cover small of the most important design elements of your email marketing campaign. Follow these email marketing tips and you will develop optimal email marketing communications.

Email Marketing Tip #1 – Value Propostion

You have (at most!) 5 seconds to communicate your value proposition through email. Think about how you go through your own email. Your value proposition must be clearly communicated and the first ways the recipient discerns that is through:

1. The From line
2. The Subject line
3. The Email Preview Pane (if applicable) – Images and Content

Email Marketing Tip #2 – The From Line

The is the most important line for establishing trust. If you are using your house email marketing file, the recipient should know you. If you segmented recent or previous buyers, you have a greater chance establishing trust. Send your email from an email address that builds trust and contains your brand.

Email Marketing Tip #3 – The Subject Line

Get to the point – early. And make it compelling to the email recipient. Most email recipients open their inbox, read the From Line first and then the read the Subject Line, and decide to open, delete or save.  Subject Lines and From Lines work together – don’t emphasize brand in the subject line – communicate value to the recipient, in 40 characters or less.

Email Marketing Tip #4 – Images and Content

Your content should clearly reinforce the value proposition and benefit to the prospect. Your images and layout should be attractive. If you choose to send HTML based emails with images – check the layout of the email in multiple email clients.  Odds are your email will arrive with the images turned off, so make sure your value proposition is clearly communicated with and without images.

Email Marketing Tip #5 – Personalization

Personalization, using the email recipients’ information in the email (i.e. name, etc.) is information you should leverage. Consider how you can capture and use prospect data to improve conversion rates. At a minimum, it is generally better to use Dear [first name] instead of a generic salutation.

Email Marketing Tips and Strategies that Work

Effective email marketing requires testing. Once you have the basics in place, it’s important you test and track your results.  Implementing effective email marketing strategies is very important. But out of all these email marketing tips the most important one is to track your results. Email marketing is iterative and specific to your business’ niche.

Contact Marketing Practicality directly to optimize your email marketing efforts.

All small business owners I know want or need more (qualified) traffic on their websites.  And they have varying degrees of understanding about search engine optimization.  The problem is how to find the best seo service – and don’t forget we’re talking small business, so the best seo service on a limited budget.

Since I do this for a living I thought I would provide some tips on choosing the best seo service provider for your budget.  Of course I would like you to choose my firm, Marketing Practicality, as your SEO Marketing Consultant. But this post is not a sales pitch, rather some practical tips for small business owners to select a quality seo service provider.

Searching the Web for SEO Service Providers

When one doesn’t know where to start, this seems like a logical place, right? Is it the best place to find an SEO service provider? Maybe yes, maybe no.  The problem is it’s incredibly competitive, so the first page of Google maybe not actually list the firm that might give you the best seo service for your business.  You have a few options:

1. Select a big SEO firm
2. Outsource your SEO overseas
3. Learn SEO and do it yourself
4. Do some digging and find a smaller SEO firm

The Big SEO Firm

Large SEO firms typical provide service packages. So for a set price, you’ll receive a defined service (updating content, submitting your website to a number of directories, changing title tags and meta tags, etc.).

• Expect to have the seo work performed for the price you paid.
• Expect to be up-sold on other products or seo services
• Don’t expect much help outside of the scope of your agreement

This level of service may be fine for your small business if this is what you are looking for,

Outsourcing SEO service overseas

I’ll admit, I haven’t run across too many companies or clients that have chosen this route when looking for the best seo service for their own company.  Most small business owners want a resource that is at least US based. My firm uses a programming resource in Europe from time-to-time with positive experiences.  But I would be wary of using an unknown resource for one of the many link building services that frequent my junk mail box.

Learn and Do Your Own SEO

Generally, I have two types of clients (which one are you? Be honest)

Client A

Developed a great website (it cost a fortune)

Cash flow is tight

Unfortunately, the website isn’t generating traffic like he hoped it would

After some research, he learned about search engine optimization, SEO

SEO has something to do with meta tags

So maybe he will try this SEO himself and then the expensive website will generate traffic and his internet fortune is made.

Client B

She has a great website (it cost a fortune)

Cash flow is tight

Checks her Google Analytics frequently

Has relevant title tags

Has her local business listing on Google and Yelp

Keeps trying to update her blog but doesn’t have time

Knows she should be doing more with social media – no time

Business is good, growing, even in this economy

She can even code a little HTML

But with all the business pressures, family obligations, etc. she can’t give the website her full attention. And cash flow is still a constraint – so hiring an full time seo is out of the question.

Client A can become Client B with the right aptitude and time.  Client B can do SEO herself, if she feels it is the best use of her time.  Understand, SEO never ends (if you want to do it the right way) and it is dynamic, so it is a considerable time investment.

If you want to do it yourself, here are some good starting points:

The Beginner’s Guide to SEO – by Rand Fishkin

High Rankings Advisor – by Jill Whalen

Hire a Smaller SEO Service Provider

If you want the best seo service, this may be your best option. Smaller firms often provide a more customized and detailed approach the your website’s search engine optimization strategy. But, like anything else, there are good apples and bad apples.  Here are some tips in selecting your “best seo service provider”:

1. Ask your network for recommendations
2. Ask your potential SEO partner for references – current and previous clients
3. Get data from the SEO service provider (before and after ranking reports) from clients
4. Define what the SEO firm will do for you – get it in writing
5. Trust your gut – do you feel like you are entering a partnership or being sold?

Hear are things (at a minimum) to expect from an quality SEO service provider:

• SEO strategy development commensurate with your business goals and objectives
• Competitive market analysis
• Detailed keyword research to develop the SEO marketing strategy
• CLIENT EDUCATION – so you learn about SEO
• Analytics interpretation and analysis
• Effective link building strategies (off page SEO)
• Professional, responsive and consultative interactment
• SEO and practical use of Blogs and Social Media
• On page SEO – optimization (code editing) of all elements
• Qualitative and quantitative feedback of your website
• Knowledge sharing

If your SEO service provider regularly gives you these things, within your budget and sales and traffic are improving – congratulations! You’ve found a quality seo service provider.

The Best SEO Service – Where to Find it?

Like most questions, this has many answers. But I would recommend you start within your network and expand your research from there. Once you’ve made the decision to hire an seo service provider – and I believe this is usually the most cost effective and productive route – make sure you are getting results.

Best of luck in your search for the best seo service – there are many qualified firms out there which will help grow your business.

Of course you can always contact Marketing Practicality!

But here are some other resources:

Google - with a link to their SEO starter guide

World Wide Web Consortium

Webmaster World

This is the third article of a three part series on Successful Web Marketing – this article provides web marketing ideas on how to increase website visibility. Because, at the end of the day, no matter how good your content is, what does it matter if no one can find your website (and your content)?

How to Increase Website Visibility

In order to successfully increase your website’s visibility you will need to learn certain tools. Like most things – you will be able to pick up a basic knowledge of these skills with a moderate time investment. If you want to develop expert-level skills, count on 1,000’s of hours for each of these web marketing tactics – or hire a qualified professional. The following 5 tactics can be employed to increase visibility to your website – generating more web traffic – and exposure to that valuable content you have already created.

Increase Website Visibility Idea #1 – Search Engine Optimization – SEO

Search Engine Optimization or SEO is the practice of developing and managing your website so it ranks well for targeted search terms in the major search engines. An effective SEO marketing strategy will significantly increase traffic to your website. Search engine optimization consists of both on-page SEO and off-page SEO. I strongly recommend you perform search engine optimization within the search engines guidelines if you intend to build a website for the long haul. When done effectively, search engine optimization is the best tactic in your toolbox to increase website visibility – and a critical component of successful web marketing. Don’t overlook this web marketing idea. And use a proven, qualified SEO marketing consultant if you’re not sure how to do it internally.

Increase Website Visibility Idea #2 – Pay per Click Marketing – PPC

But like most things, you don’t want to put all of your eggs in one basket, so if you completely rely on SEO for website visibility, you may be very disappointed if a search engine that sends you a large amount of organic traffic changes an algorithm or otherwise stops sending you the website traffic you were accustomed to. Pay per Click Marketing (also called paid search or PPC) involves targeting certain keywords and paying for search engine listings. This is a great tactic to increase visibility to your website, but of course costs money. So carefully evaluate your marketing metrics and monitor your PPC campaign performance. It only makes sense to carry out a PPC marketing campaign if it produces a positive ROI.

Increase Website Visibility Idea #3 – Social Media

Social media continues to gain momentum as a tool for increasing website visibility as well as developing online relationships with your customers or prospects interested in your products and services. Social media also ties in with search engine optimization as it provides a medium where your website can garner inbound links, thus increasing your website visibility.

Increase Website Visibility Idea #4 – Referring Websites

When I say referring websites, I mean websites that link to your website and direct traffic to your website by means of an inbound link. This also ties in with SEO, but if you build up a network of quality, referring websites that are synergistic with your website, you can increase visibility to your website and quite likely, improve your conversion rates. Generating a network of referring websites takes work; it’s best to reach out to other webmasters and establish a level of trust before simply asking someone for a link.

Increase Website Visibility Idea #5 – Networking

Old fashioned networking and personal relationships can go a long way for small businesses trying to increase website visibility. Think about who could link to your website – starting with your personal network. Vendors, customers, suppliers, business contacts, friends, consultants – there are likely a host of people you already know that have a business website. If you already have an established level of trust, and it makes sense, why not ask that person for a link in to your website?

Successful Web Marketing – A Blend of Old and New Marketing

In today’s competitive landscape, successful web marketing really requires a blend of old and new marketing tactics. Staying on top of rapidly changing technology and how it impacts your business market efforts is critical to successful web marketing.
Ask yourself:

1. Are you getting the most out of your search engine optimization?
2. Have you fully tested pay per click marketing?
3. Are you effectively using social media marketing?
4. Do you know the top ten websites referring traffic to your website?
5. Do you routinely discuss web marketing with your network?

If you take these 5 web marketing ideas and deploy them effectively. you will see positive results. In order to increase website visibility, you need to work at it, or hire someone who will. Successful web marketing depends on knowing what to do, how to do it and then putting in the hard work to ensure success. So get going!

View the first article in the “Successful Web Marketing Ideas” series:

Web Marketing Ideas

View the second article in the “Successful Web Marketing Ideas” series:

Creating Valuable Content

By Marketing Practicality

This is the second article of a three part series on Successful Web Marketing and focuses on creating valuable content for your website visitors. Here are some web marketing ideas for creating valuable content.

Creating Valuable Content – Target Your Audience

Are you in touch with what your website visitors are looking for? There are ways to monitor this within your Analytics program, i.e. your website bounce rate, time spent on website, number of web pages visited, etc. But Google Analytics also provides a way to identify all the organic keywords your visitors used to visit your website. When you review these terms, are the keywords in line with how you view your website content?

If so that’s great – but even still, you can analyze these terms to find hidden gems for creating valuable content – especially the terms that carry a high bounce rate.
To target your audience – simply identify what your website visitors are already looking for when they come to your website, but appear to exit the website quickly. Then develop valuable content around the topics your website visitors are really looking for.

Additionally, creating valuable content that is related to your website and is routinely read by your visitors is great way to reinforce the strong areas of your website content.

Successful Web Marketing – Content that Gets Seen

So now you have some general ideas about why visitors come to your website and the search terms they use to find content on your website. So what specifically should you write about? When creating valuable content, the targets your audience and gets read, I recommend the following web marketing ideas:

1. Target content based on search volume
2. Be honest and open
3. Provide real value

Web Marketing Idea #1 – Target Content for Search Terms

Before you sit down to write an article, use some of the readily available tools out there to refine your targeted search terms. The keyword selection strategy is an important part of creating valuable content. Identify specific keywords by typing your general terms into a tool like Google’s Keyword Tool. While not precise, it will help you narrow down terms that have search volume your website can effectively rank for. If your site is brand new or isn’t an authority in its niche – attempting to rank for a term with 500,000 searches per month is going to lead to disappointment.

Web Marketing Idea #2 – Develop Content Openly and Honestly

Your website visitors are taking valuable time to read your content. And most times, they can tell if your content is genuine or simply fluff.

So I recommend you communicate your message clearly, openly and honestly. My preference is only to develop original content based on my experience, content that I can stand behind and have personally witnessed in practice. I don’t scrape or steal content from other websites but if I see great website content that I can stand behind, I’ll cite it and provide a link to that website.

Simply put, be honest and transparent with your website content.

Web Marketing Idea #3 – Provide Real Value

Creating valuable content needs to add value. Once you draft website content – reread it and ask yourself if your website visitors make take away a few nuggets that will actually help them. For example, my tips to use Google Analytics and Google’s Keyword Tool to target your content will result in web pages that get read. Make sure you add value to your readers if you want to develop a website for the long term.

Successful Web Marketing – Creating Valuable Content

So that’s part 2 in the series of successful web marketing, which focuses on creating valuable content for your website visitors. The next article on web marketing ideas will focus on gaining visibility to your website and how the new online marketing is really a blend of the old and the new.

Read the first article here:

Successful Web Marketing Ideas and Advice – Part 1

Or the next article:

Increase Website Visibility

From Marketing Practicality

Looking for successful web marketing ideas? Here’s some advice on how to effectively promote your business on the web.

First you need a business and a website. You’ve done that but you are not satisfied with the quantity and / or quality of leads your website is generating, so far you web marketing ideas aren’t so successful. Here’s what to do.

Web Marketing Ideas

I’ve broken down these web marketing ideas into three main categories: Web Marketing, Web Design and Web Marketing Process. Consider applying this web marketing advice as you grow your online business presence.

Successful Web Marketing

SEO – or Search Engine Optimization, is the process of increasing the organic (not paid) listings in search engines for targeted terms. Learn how to do this yourself (plan on invest 1,000’s of hours to do it very well) or hire someone to do it for you. Don’t commit the sin of developing a beautiful, content-rich website that no one can find because this step was omitted. SEO applies to both on page optimization and off page optimization. If you only take one piece of web marketing advice, take this: optimize your website for search engines.

Pay per Click Marketing – Google AdWords being the most common, but Bing and Yahoo have their own paid search marketing platforms. Paid search marketing (pay per click marketing or PPC) is a way to quickly generate targeted traffic to your website at a cost you control. The advantage is the immediate traffic; the disadvantage is you pay for every click.

Social Media – This is one of the fastest growing areas of web marketing. There are numerous websites – the heavyweights being Facebook and Twitter but the list is vast and most sites have their own twist on social interaction via the internet. While many find this a difficult area to monetize, the value of the inbound links (in most cases) is certainly a plus, and it creates another channel to communicate your product or service.  (Note the social media links at the bottom of this post).

Create a Blog – By creating a blog you have content that is easily shared throughout the web, allowing you to link to other blogs, and of course have them link in to your website. As your popularity increases you will generate more inbound links and a following of people that are interested in your products, services and content. Plus the content management systems of blogs make it very easy to organize and create new web pages, without knowledge and experience in coding a website.

Networking – Not just networking through the web, but also through your (human) contacts. Networking, especially for small businesses is one of the best ways to build awareness of your website and your products or services. If you educate your network on web marketing (and they own websites) you can also generate traffic through that relationship.  Remember to give more than you receive – it will come back to you.

Quality Content – This will be covered in more detail with the next article in this series, but providing valuable, original content will play a large role in the success of your web marketing efforts. Create valuable content and create it often. Adding a page a day for a year is sound web marketing advice. Sound like a lot of work? It is – but like most things in life that are worth achieving, it takes effort.

Website Design

Website Design – If possible, hire a professional web designer to develop a great looking site.   Successful web marketing, in my opinion, is more by the marketing items I listed above – but good design goes hand in hand with good marketing and quality content.

Website Structure – Your website should be easily navigable – meaning any page on the website can be accessed in two clicks or less. The website navigation should be clean and intuitive. I like to create logical groupings of categories within clients’ websites. The web pages within each grouping interlink to one another so it’s clear to both users and search engines that all related web pages are contained within their logical grouping. Avoid making web pages that run too deep – no more than 4 directory levels in a URL, in fact, the fewer the better. Also, create websites that load quickly.

Contact Form – If you don’t have one, you need one – that simple. Especially if you plan on running paid search marketing. Create a contact form on your website.

Practical Web Marketing Ideas

Granted, this is a partial list of web marketing ideas but diligently applying this web marketing advice will result in successful web marketing. In part two of this Web Marketing Ideas series, we’ll cover how to develop valuable content that targets the type of visitors you want to attract to your website.

Related Resources:

7 Ways Internet Marketing Can Supercharge Your Small Business

Read the next articles in the series here:

Successful Web Marketing Ideas: Creating Valuable Content

Increase Website Visibility

From Marketing Practicality