Calling all ecommerce PPC marketers! Here we will share an expert Pay Per Click advertising tip to maximize your ecommerce PPC efforts. Some of the real professionals in PPC may already be familiar with this neat little ninja trick, but for many mid-level ecommerce advertisers, this is a tool that offers tremendous direction and insight.
To find the foundation to this trick, click into the Campaigns tab in Google AdWords. In the lower sub-set of tabs is an option toward the right side called Dimensions. The Dimensions tab reveals valuable data about your campaigns' performance.
In the Dimensions tab, you can better learn the nature of your audience how it's reacting to your ecommerce PPC advertising efforts. On the left side, note the various View options. Here you can find different categories of information, such as the Search Terms that are triggering your ads, as well as the Times of Day in which your ads are being shown. In essence, the Dimensions tab can show you how well your impressions are truly panning out.
From the Dimensions tab, you can reveal many profitable opportunities and advancements in your Pay Per Click endeavors. Pinpoint areas to expand into new ad groups, find out when to pause and activate select campaigns, and target certain keywords that simply do not apply (negative keyword research.)
The Dimensions tab is particularly valuable for PPC advertisers who use broad and modified-broad phrase match bidding. The Search Terms View can show you the precise search terms that are triggering your ads. This data can help pinpoint keywords that resulting in wasted impressions. Additionally, this View enables you spot keyword phrases that profitable and worthy of their own ad groups.
Begin exploring the Dimensions tab and start advancing your Pay Per Click ecommerce strategy to the next level.continue...
As hundreds of millions of people open Facebook accounts, it is not surprising that marketing professionals are looking for ways to tap into the opportunities presented. One way of promoting your business, your brand, or your products/services if through Facebook PPC (Pay-Per-Click) advertising.
Before you take on Facebook as an advertising medium, it is important that you know thing or two about the nature of Facebook as an advertising platform, as well as the interface itself. In this Web Ecommerce Solutions post, we dive into some details about Facebook advertising for Internet marketers.
Tapping into Facebook PPC is advantageous in that you will be able target very specific market segments. This is because you can tailor your Pay Per Click text ads to reach only select demographics, as well as individuals who are interested in certain things or activities.
Advertising on Facebook is also beneficial in that Facebook is not necessarily a search engine. Most Facebook users access their accounts at least once each day. This high traffic means you can have an ongoing Internet marketing campaign, just like is the case with traditional PPC like Google AdWords.
A characteristic common in all Facebook PPC text ads is that they wear out very quickly since they appear repeatedly to targeted users. The nice thing about its PPC advertising platform is that you can use monitoring tools to see just how fast the CTR (click-through-rate) declines.
For this reason, you should only use Facebook as a 'poaching medium' for such things as event marketing. It will not always be effective as an automated marketing funnel, unless you dedicate a lot of time and effort to it. Do not let go of your Google AdWords yet since this is entirely different channel and completely different mind-set for users.
Keep in mind that users on Facebook are on the social media site to be social and enjoy themselves. Many users overlook ads, especially those ads that are trying to sell them something.
Develop a Facebook marketing strategy that works. Have a goal in mind, such as acquire more likes and social media loyalty base, funnel users to a squeeze page, or have them opt into a contest or poll. Facebook users feed of interaction, so develop your Internet marketing accordingly.
Another solid targeting strategy while using Facebook for advertising is target your competitor's followers. This is a highly effective Internet marketing approach. Develop a strategy, such as capture more brand exposure and market share, and develop some ads that only display to your competitor's followers.
To have an effective Facebook PPC campaign, come up with keywords/adgroups and replace them with Facebook interest groups. It is these interest groups that should be used as units of analysis. Do a survey on Google with interest and demographic variables in the survey form.
For example, if you have a state-focused Pay Per Click campaign for a Illinois PPC, you can take your targeting further by pinpointing certain demographic variables that best reflect your market segment.
According to a report by the Efficient Frontier, a digital marketing platform provider, Facebook PPC ad costs are on the rise. This means companies and businesses that wait to engage with customers here will find doing so more expensive if they wait too much.
Facebook is relatively new to the advertising model compared to other forms of web optimization. The immaturity of the medium leads to the high volatility in data. It is therefore important that you study the medium for a while before making long term decisions.
The fact that Ad impressions on Google are on the rise while the same are on the decline on Yahoo! and Bing makes Facebook the second best choice after Google when it comes to PPC. It is, however, interesting to note that revenues on Yahoo! and Bing PPC have been on the increase while those on Google AdWords have been on a decline.continue...
The landing page/lead capture page is a Web page where visitors who click on a link or an ad to your website first land. This is the face of your ecommerce website and it is therefore important that you optimize it.
Optimization of landing pages for ecommerce should be focused on high traffic generation, but more important is a high conversion rate. Optimization of the landing page must be accompanied by testing since it is only through testing that you are able to determine what needs to be done. The optimization and testing of ecommerce PPC landing pages is not rocket science, but there is demand for an expert hand because there is need for knowledge in different fields, among them copywriting, math, Web design, and usability.
You must however, never forget that the purpose of the optimization is trying to influence buyers’ behavior. Human nature remains constant. A framework that describes stages of customer behavior and interests was pioneered by Elias St. Elmo Lewis back in 1898. The same concepts are still in use today. The 4 stages in the framework that describes the stages of customer behavior and interest are commonly referred to as AIDA. They are:
There should be a great deal of continuity and logic in the landing page decision making model so that the progression of the visitor is properly supported through all the steps. None of the steps is optional and they should be done in sequence. This however, does not mean placement of equal emphasis on each step.
AIDA applies to different time frames and scales of tasks. A potential customer may interact with a site several times before making the final decision. The other extreme is short-duration and small-scale micro tasks that take a few seconds only.
Visitors should be given what they want. Define key user roles and classes and define the most important conversion tasks for the different classes. For conversion actions that have long delays, mechanisms recording the progress of the visitors must be put in place and the visitors should be restarted from where they reached when they return.continue...
There's a lot of effort that goes into ecommerce pay per click (PPC) advertising. Ecommerce PPC campaigns a challenge to keep organized, and sometimes it seems like there's no time to develop strategies. Don't get discouraged.
There is indeed time to implement some strategies, and they're not all that hard to execute. You simply need some understanding of the Google AdWords platform and how to create a basic campaign. Below we offer five strategies for ecommerce PPC advertisers.
To produce solid ad copy that maximizes your click-through potential, your ads must include three essential elements. These are:
* Offer - what the product is you're offering
* Value - why buying this product from you is beneficial
* Proposition - what the user should do to take action
The Offer element to your ad copy is almost always given and is naturally included in the copy. It's the Value and the Proposition that are the most overlooked. The proposition is purely a call-to-action, or a verb of some sort. A couple of the most obvious for ecommerce PPC is "buy" or "save." Get creative and try more appealing verbs like "explore," "learn," or "pursue."
Stating value in your ad is one of the greatest challenges of copywriting. Pay Per Click ads have limited space for text, making it difficult to describe the benefits or unique attributes. Some of the most common are "free shipping" or using a coupon code in the ad. In some cases, taking a more emotional approach is effective. Getting to know your product and your target market is a good way to get great ideas.
Ad groups often perform the best when they're very focused to only select grouping of very related keywords. One of the biggest mistakes Pay Per Click advertisers make is having too many keywords in one ad group. As a result, they are trying to cover all of these keywords with just one ad. When this is the case, ad groups can be further segmented, or the Peel n' Stick strategy can be employed.
The process of peeling n' sticking is taking a poor performing keyword and putting it in another more relevant ad group or creating a new one. For ecommerce PPC campaign management services, good peel n' stick opportunities are often found in product variations, such as colors and models. Often times when a weak keyword placed in a new, more relevant ad group, the quality score will rise. In addition, the ad copy can be written to be more targeted.
Another awesome strategy that can significantly help improve the click-through rate (CTR) of your ads is using ad extensions in Google AdWords. Ad extensions are tools and enhancements that improve the presentation of your PPC ads. It's important to keep in mind that ad extensions are set on a campaign basis, not per ad group. So any ad extension you employ will influence all ad groups within that campaign.
One of the most effective ad extensions for ecommerce PPC are product extensions. Product extensions can display an image for the specific product being advertised, which can really make your ads stand out from the clutter. For model-specific ads, testing the product extensions feature in Google AdWords is an effective ecommerce PPC strategy.
Another solid ad extensions is using Site Links. Here you can include links in your ad that direct users to specified inside pages of your website. Not only does this help facilitate conversions and overall usability, but using the Site Links ad extension can help make your ads more prominent and outstanding in the search results. This can be very effective for competitive keywords in an ecommerce context.
Have you ever visited a product page (but did not purchase) and later noticed banner ads of the same product on other websites? That's an ecommerce store executing it's re-marketing strategy. However, instead of using Google Search, they're using the Google Display Network or GDN.
Re-marketing is a little bit tricky, but can be highly effective when done right. It's the process of serving a follow-up ad to someone who as already visited your website. Re-marketing can sometimes appear intrusive, so it's important to re-market in moderation.
Keep in mind that those being served your ads are not actively shopping like they are using search. For this reason, your ad copy and presentation should tweaked accordingly. Re-marketing is like reminding, so you want to make your presence known, but in a respectable manner.
Well we hope that the latter five strategies will help enhance your ecommerce PPC services and capabilities. If you have any comments or questions, let us know in the comments section below.continue...
One way to build a successful ecommerce website is to embark on a Pay Per Click (PPC) advertising campaign. PPC or paid search advertising is fast way to reel-in highly targeted web traffic.
In short, PPC is creating ads to display on Google search (or on other related websites) and you only pay each time an ad gets clicked. Once a user clicks your ad, they will be taken to the landing page that you specify. It's therefore very important that your landing page well-designed and written so that it promotes conversions, or sales.
Many ecommerce PPC advertisers fail to ensure that their landing pages are optimized for the best results. Instead, they use generic, pre-existing pages of a website that has no true conversion funnel or plan of action for users after they land on the site.
In this post, we underscore the significance of optimizing landing pages for ecommerce PPC as well as tips to be mindful of when designing and writing these unique pages.
Personalizing your landing pages for ad copy consistency is a powerful concept that can help you optimize your landing pages for greater PPC success. When a user clicks on a sponsored ad or paid listing, they will anticipate what the ad mentions on the landing page. It's absolutely critical that the landing page meet users' expectations. Furthermore, it's ideal when you can match elements of your ad copy with that of your landing pages.
There are many ways that can help you make consistent your ad-to-landing page content. These are:
* Know the nature of your target market and the ad copy that best appeals to their interests. If you're using an emotional approach in the ad copy, try to follow-up with that approach in the landing page design and copy.
* Design new landing pages for each ad group or ecommerce PPC campaign. Having dedicated ecommerce PPC landing pages for each individual ad group well improve the control and performance of your ads.
During the designing and copywriting of your website's landing page, you should always keep the design and layout consistent with that of the rest of the website. The meaning behind your landing pages is to facilitate sales with predetermined conversion funnel. Whether the funnel is as short as a button that says "buy now" on the landing page, or takes users on a path of learning more through more pages (typically for more costly, high consideration purchases,) having a conversion strategy with your landing pages is key.
Landing pages should contain all the information that visitors demand to move forward with a purchase. This primarily focuses on sufficient and well-written copy, relevant and compelling images, intuitive web design, and minimal navigation (to ensure that the only options are those you want users to take.)
For ecommerce PPC advertising, one of the simplest ways to optimize your conversion funnel is to include a very prominent "buy now" or “add to cart” button on the landing page. These types of calls-to-action should be large and apparent, as well as bright so that they stand out on the page. Additional considerations include having product reviews, video highlights, or small image galleries.continue...
Pay Per Click advertising is powerful form of online marketing for ecommerce sites. Ecommerce PPC enables online retailers to advertise their products in very targeted and precise manner. And although some keyword categories are highly competitive in the paid search playing field, employing the right ecommerce PPC strategy can be a highly profitable endeavor.
Before starting an ecommerce PPC campaign, it is critical to have specific metrics defined for which you'll measure the success of the campaign. Your initial efforts should focus on goal creation and how you intend to measure the success of those advertising goals. So whether your goals are to capture new website visitors or generate more sales conversions, know exactly how you'll measure success is an important consideration.
The greatest factor in deterring the success of your ecommerce PPC efforts is pinpointing the break-even point of your investment. Two important metrics that you'll want to focus on for break-even are cost-per-click and cost-per-conversion. These metrics define how much you spend versus how much you're making.
Another great way to improve your ecommerce Pay Per Click advertising strategy is research and learn all that you can about your target market. PPC advertising enables marketers to reach a very precise market since the marketer is control of which keywords trigger the ad.
If you are well aware of the search behaviors of your target audience, you better minimize your PPC expenditure and save on advertising costs. To learn more about specific market segments, thorough market research is essential. One way in which you can conduct research is assess the demographic data of you ecommerce sales. This will enable you to employ more targeted advertising strategies which are very powerful of Google display advertising.
It's also very important to consistently split test ads and track how different creatives and concepts are working. Once you have learned which ad variations are performing the best you can constantly refine and build upon the techniques that are working the best.
By improving the quality and effectiveness of your ecommerce PPC ads, not only can you improve your CTR (click-through rate) but the quality scores of your ad groups can also potential rise. Take the time needed to perform good content experiments and build the best presentation you can for you market.
To best manage an ecommerce PPC campaign, create a solid plan and establish the PPC ad groups you will use to run your ads. When doing keyword research, segment keyword groupings in very tight and highly relevant categories. Once you have broken apart your keyword list into related groupings, you'll be able to write a targeted ad (or multiple ads to split-test) for each ad groups.
Lastly, don't become too overwhelmed by the fierce competition of big budget advertisers. Focus on carving your very unique ecommerce niche and improving your efforts. There are a number of online resources that can offer great advice on how to reap the greatest profits from your ecommerce PPC services. Additionally, allocate a budget for ongoing education and learning. Pay Per Click advertising has a very steep learning curve (using Google AdWords) so you should be well versed on how to execute essential functionality.continue...
Pay-per-click (PPC) is one of the most effective Internet marketing channels. It enables you to reach targeted Web traffic. So, how do you ensure you have a solid PPC strategy?
Once you embark on a PPC campaign, measure the campaign’s success by setting up metrics. You first should establish baselines and goals if you are to measure the success of the PPC strategy. It is important that you do comprehensive research to establish what the break-even point is. The greatest merit of knowing the break-even point is that you will be able to determine the cost-per-click (cost-per-conversion) that is acceptable.
If each sale brings you $50 and your conversion rate is 2%, this means for every 100 visitors, there will be 2 sales. With these statistics, you can afford an expenditure of $100 (which translates into $1 per click) for every 100 clicks if you want to break even. If you are able to accurately estimate the conversion rate, you will be able to determine what you can afford for each click.
Another way to enhance your PPC strategy is having deep knowledge of your target market. Pay Per Click advertising allows you to reach a targeted market since you get to decide where your ads will be placed. If you understand your target market, you will save on your PPC marketing costs. To understand your target market, do thorough market research. An example of what you can do during research is trying to determine the time most people in your demographic and in a particular region shop. This way, you will be able to turn off your PPC campaign when you are unlikely to reach your target market. There are several tools for making this determination.
Do ad testing and tracking to know how your ads are doing. Do a spit test on your ads. Once you have determined what the well performing ads are, remove the old ones, and write new ads to try to beat the ones that are working. By incrementally improving the quality of your ads, you will also be incrementally improving your CTR (click-through ratio). Take time to research keywords that are related to your niche and keep in touch with the latest trends.
For proper PPC campaign management, make a good plan and set up the ad groups you will use properly. When doing keyword research, group keywords that are related into different ad groups. After this, have a separate ad for each of the ad groups. Note that targeted ads will lead to a good quality score and a good quality score means lower bids.
Fight the temptation to compare yourself with the competition. Focus on improving your actions since you will get progressively better results and there is nothing much you can do about your competitors’ PPC campaigns. There are many online resources that will give you valuable tips on how to get the best from your PPC campaign. Create a budget for continual education. Ecommerce PPC advertising in particular has a steep learning curve and you should, therefore, not expect instant results. Once you master proven PPC techniques, driving targeted Web traffic to your website will be a walk in the park.continue...
Many ecommerce businesses are struggling with PPC campaigns as a result of making some major mistakes over and over again. The good thing is that, once they learn from their mistakes, they are able to see the fruits of their ecommerce PPC efforts.
To better improve your ecommerce site's PPC efforts, consider the following 5 mistakes made in PPC advertising and how to make things right for your business.
1. Forcing visitors to your homepage first: Ecommerce PPC ads should be able to send visitors to the relevant pages they searched for. Many people always create links which send visitors directly to the homepage. This forces them to navigate around for the kind of service or product that they were searching for. Unfortunately, most people do not have the patience to do this and will likely click off if they do not see what they were searching for immediately. For this reason, make sure that when visitors search for a specific service or product you offer, you send them right to the page where you discuss this product or service of interest instead of the homepage.
2. Disregarding negative keywords by using too many broad match keywords: Many people use the broad match keywords because it is no secret that they yield a high ROI. However, one strategy that can come in handy is having a list of negative keywords as well. Make use of negative keywords and a good number of exact match keywords as well. This will yield better PPC campaign management benefits as opposed to having only the broad match keywords.
3. Repeating the content in the description and headline: Many people do not realize that saying the same thing on the headline and description is a simple waste of space. The headline and description always work together. For this reason, you must not repeat information about your PPC ad on both no matter how tempting it might seem. If something is already highlighted on the headline then do not repeat it on the description.
4. Overlooking the testing procedures: Many companies ignore testing due to a number of reasons. Testing is a very critical aspect of any ecommerce PPC campaign. It must be considered before the PPC campaign even begins. Look at the testing tools available and choose one that is appropriate for your business. However, avoid running too many tests concurrently. This will only create confusion and become a waste of time.
5. Ignoring your competition: Whoever said that you should keep your friends close and your enemies even closer was right. In you ecommerce PPC efforts your competition is of extreme importance since you need to know what you are up against. You need to analyze their ads from time to time so that you can look at the features which will give you a better chance of getting more clicks. For instance, if your competitor’s ads are conveying a message of cheap products and services then aim at making your own target consumers in this manner as well. In summary, mistakes in ecommerce PPC advertising are common and you only need to acknowledge then learn from them.
Do you have any PPC optimization tips that you'd like to share? Let us know in the comments section below.continue...
Ad Extensions are powerful tools in Google AdWords that allow paid search (PPC) advertisers to improve the overall appearance and click-through rates of their ads.
In short, AdWords Ad Extensions are simple enhancements that promote the visibility of an ad, and in some cases, the campaign's conversion funnel.
There are four primary Ad Extensions that you can learn to leverage for your paid search advertising efforts. These are:
* Location Extensions
* Call Extensions
* Sitelinks Extensions
* Social Extensions Before we depict each type of Ad Extension, let us first show you how to activate them in the Google AdWords interface.
First and foremost, it's important to keep in mind that Ad Extensions are set on a campaign basis. This is crucial to take into consideration, because often times campaigns are set-up to have a number of ad groups that are vastly different from one another. Just be sure that any Ad Extensions you activate will be relevant and logical for the entire campaign as a whole.
To activate Ad Extensions in the AdWords interface, open up the desired campaign in the account you're working on. Next, click the tab that says "Ad extensions," just to the left of "Dimensions."
In the "view:" drop-down option, you can activate one of the four Ad Extensions mentioned above for the given campaign. Below we define and describe the best applications for each extension.
Location extensions are ideal for geo-targeted AdWords campaigns that have local relevancy. This type of ad extension will include an address (and sometimes a phone number) directly below the ad copy. If the ad appears in the upper-most premium listings in Google search, users can click to expand the address information. This will then show a corresponding map of the specific address of the business that's being advertised.
For mobile-specific AdWords campaigns, call extensions are a highly powerful way to facilitate conversions. Call extensions allow a search engine user to directly place a call to the company by clicking the phone number in the ad listing.
Similarly, advertisers can set-up "Click to Call" mobile campaigns that are specifically designed for this functionality. With "Click to Call", businesses can run AdWords ads without a landing page, or website. All they need is working phone number to capture the traffic.
Sitelinks extensions offer many creative possibilities for paid search advertisers to improve their web presence. Under this extension, custom links can be included in the ad. This not only makes an ad stand-out more, but sitelinks can take users to a more specific landing page, which can aid conversions.
What's nice about sitelinks is that they are applicable for virtually any type of AdWords campaign. It is important, however, to ensure you're bidding enough to have premium ad exposure. Only ads in the top three premium listings will show sitelinks.
Social extensions are tied to the business's Google Plus page. The ad simply shows how many people have +1'd their Google Plus page. Like the other extensions, it helps make the ad stand-out more. In addition, implementing social extensions can help make your company appear more credible in the search results.
Utilizing Ad Extensions is a powerful way to maximize your search exposure and enhance the effectiveness of your AdWords campaigns. These features are free and fairly easy to set-up. The challenge is determining which Ad Extensions are most effective given the context of you campaigns and overall business model.continue...
Pay per click ads are some of the most effective tools that help in bringing visitors to websites. In these marketing campaigns, marketers agree to pay a certain amount of money for every ad clicked.
These ads usually lead visitors to specific sites from where they can learn about the products or services on offer. Some will immediately close a sale while others may take some time. The point is, the person who clicked on the ad is now aware of the new product.
As simple as this may sound, some marketers end up not obtaining the desired volumes. This article will address that in detail. Below are seven tips to help you have an effective campaign:
1. Content ads should be separated from search ads - Content ads are those that are displayed as a block within a page. They display links to content that will interest your web visitors. Search ads on the other hand appear in a search result. Most people are used to the unpaid for results.
They are also known as organic results. You can now place search ads in the same places where organic results appear. Newbies use both when running the first campaign. These will usually have similar keywords, content as well as the amount for every click. If you do it this way, you will end up with placements that are irrelevant. Separate your ads for each type of network.
2. Negative keywords - No one really wants to state anything negative while managing a PPC campaign. You can easily understand why. When you do, potential buyers will avoid you. However, when managing with PPC ads in a campaign, the scenario is different. These help in specifying places where you don’t want your ads to appear. For example, assuming you are selling mobile phone accessories and you don’t intend to have free offers.
You could add this tag “-free” to the list of negative keywords. This way, when a person searches using words like “free accessories” your PPC ads will not appear on his/her search results. Negative keywords also help to filter visitors whose likelihood of buying from you is almost nil.
3. Match the landing page to an ad - If you happen to lead a visitor from a pay per click at to the wrong landing page, you will end up not getting a sale. The whole process will be disrupted. On the other hand, your ads will score poorly. The same case applies where a visitor lands to a page that has no relevance to the ad. You can put a check on this by reducing your keywords. When running advertising campaigns, your aim is to maximize your cost. For this reason, you will try to avoid anything that appears to misdirect prospects.
4. Target specific niches - Most advertisers generalize the posting of their ads. With this they believe will attract anyone from any part of their geographical location. Set up your ads such that they will run within your locality, across different states as well as in multiple countries. This will depend on the dynamics of the target markets. First go through the search results in those areas. Get to understand the common words and phrases used by web users. When undergoing any form of PPC campaign management create ads that address each market segment separately.
5. Numbers and spelling - People get put off whenever they notice an ad whose words are misspelled, especially in AdWords which is highly popular. It creates the impression that the person who wrote or translated it was not a native speaker. On the other hand, it can affect the way the results appear following a search. Take heed of such minute things like separating numbers with periods or commas and spelling errors. You are at liberty to use numbers, letters of the alphabet or Roman numerals. Stick to one set of numbers for uniformity.
6. Keywords - Use keywords that the local people can identify with. Each region you choose to take your marketing campaigns is unique in its own ways. When it comes to your choice of keywords, the same distinction applies in your choice of keywords. This practice is essential for PPC campaign management.
For instance words like “top wines in London” are ideal for prospects living in Britain. The same cannot have a big impact on clients living in New York. Use keywords that are relevant to the region or country you have targeted. In order to succeed in this area, you can consult SEO experts. They are able to carry out an analysis on demographics and the culture of Internet usage in the areas you intend to market.
7. ROI - You have to find a way of checking whether the returns are worth what you put into the campaign. ROI stands for returns on investment. In as much as the term has a wide use in financial circles, it will also apply in your marketing campaign. Let’s assume you have spent $2,000 in placing pay per click ads online. That is your advertising investment.
You should then start monitoring the value of the ads that users have clicked. At this point you are hopeful that maybe one out of every three people who have clicked on these ads will buy from you. In order for you to establish whether your investment did bear fruits you will add up all the revenue generated during the period of the campaign. This is calculated by subtracting the revenue from cost of PPC ads then dividing your answer by the cost of PPC ads again. To learn more about PPC campaign management, or to invest in services for PPC campaign management, visit the Web Presence Group.continue...
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