internet marketing

The ‘New’ Exact Match – Broad Match Modified

During a discussion with some of my SEM colleagues, we got onto the topic of keyword match types and how there seems to be some change in the way that Google’s Adwords system evaluates the quality score of some keywords in correlation to the match type. One SEM specialist pointed out that there seemed to be some ‘oddness’ happening with exact matches and bids. In his opinion, his exact matches should have had higher quality scores than his broad match modified keywords and by relevancy standards, have a lower CPC (cost per click); however this was not the case. The match type of a keyword plays a part in determining when ads are displayed for users searching related terms and how much it will cost an advertiser when users click the ad (and of course, how much money Google makes). We search marketers want to get the most bang-for-the-buck so we watch conversion rates, impressions and CPC closely when evaluating keywords – new and old. Adwords Keyword Match Types For those unfamiliar with match types the traditional definition of the match types are: Broad Match – With this match type, any term(s) or phrase that matches the keyword target may generate the ad. Phrase Match – Denoted by (” “) surrounding the keyword when viewed in spreadsheets or in the interface, this match type may generated ads for any combination of the words used in the keyword phrase. Exact Match – The most specific method of keyword targeting in Adwords, exact match is used to generate ads for term(s) and phrases that are used exactly as they appear in your campaign. Note*: We know that negative keywords are a type of match but for this post we are referring to types that generate ads. So don’t get your panties in a wad. Towards the middle of 2011, around April, Google released the fourth match type: Broad Match Modifer. With this match type (which many say replaces [or should for that matter] broad match) users are able to gain the benefit of broad match’s wide berth while also incorporating some measure of control of the terms that need to be present for the keyword to be relevant. As Jeremy Decker puts it in the post 6 Ways to Ensure Your Adwords Campaign Fails, using broad match is great way to waste your or your clients’ time and money. That isn’t to say that broad match isn’t useful in some situations, but generally there are usually better ways to make use of the spend – unless you’re looking to meet spending expectations or you’re Nike. I digress. In the conversation about Adwords, my colleague cited that for many of his terms that used exact match his CPC was often 20-45% higher than those comparable ad groups using broad match modifiers. In some cases, the quality score were either the same. In a few however, he stated that the quality score for the exact match was lower than the broad match modified keyword. In reviewing my own Adwords campaigns I was able to confirm his findings much to my own dismay. Adwords Broad Match Modifiers So, what is a broad match modifier, really? Broad match modifiers are denoted by using a “+” in front of a given set of keywords. Say you have a phrase match that is okay but can be interpreted in more than a few ways. Furthermore, the phrase match type may limit the number of variations for which the ads will be triggered; but going with broad matches will either 1) cause the inner campaign drama (the wonderful error...

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The New Raven CRM Tool

Raven Tools continues to improve upon a product that many individuals, SEOs, and agencies rely on for developing well thought out, data-driven Internet marketing strategies. The latest endeavor to come from the Raven camp: Raven CRM. Many of us in the marketing industry know the value Raven provides through their suite in terms of link building, keyword tracking, competitive analysis, and so much more. As Google, Bing, and other indexing services continue putting more emphasis on the value of social media, Raven is looking to provide users of their tool set with another innovative solution to maximize social media. The unique CRM, links into the existing suite and is integrated to provide a method for pulling in contact details from social media accounts, such as Twitter, Facebook, and Pinterest.  This allows administrators and users to connect link building profiles with contacts, leveraging the relationships for better results. This is why the CRM does not stand for Customer Relationship Manager, but Contact Relationship Manager – it’s pulling in contacts and leads (we’ll get to that) not ‘only’ existing customers. Along with integrations with the current Raven tools you may or may not be familiar with, the CRM accommodates online web form platforms like Wufoo and MailChimp to pull in leads. On May 10th, Jon Henshaw, Co-Founder and Chief Product Officer of Raven Internet Marketing Tools held a webinar to introduce users to the Raven CRM. Here are a few of my personal highlights: Raven CRM Walkthrough Use the CRM to pull in contact data from any social profiles: such as twitter, business website, facebook, etc. You can identify links that you have established with/or in conjunction with a given contact. Setup tasks related to users to remind you about the type of interaction you need to engage in with a user. The CRM has shortcuts to engage users from within Raven Tools – such as tweeting a user. Link Building: Under the CRM, any contacts you add can also be identified with links the user has established via social mediums. Emails: Using an email service like Wufoo or Chimp, you can pull in the contact form leads and manage contact details. Converting leads into contacts using the system. Contact records also support the system’s tags as well. The CRM currently uses the default email client, but more options are in development – as always. For the official story and details of the CRM and to learn more about Raven SEO Tools visit

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My Ideas on Online Marketing (part one)

There comes a time in every Internet Marketer’s career where you look at what you’re doing and what you should be doing. I need to segway in this blog to get myself back on track by putting it out there that I am not marketing right now, just looking for feedback, ideas and direction. Nevertheless, these are my thoughts on how to use online marketing and some ideas combined from peaking in and hearing the conversations between giants over the last month. (Notes for safe keeping in my own blog… really.) Marketing Online 101 First, one should have a collegiate understanding of what it means to be a search engine marketer and why twitter is viable. In addition to an efficacious keyword targeting system… have I lost you yet? I should have, if not then you are a true marketer and not a people person. Marketing online involves one very vital aspect; not how black hat or white hat you are, how many followers you have or friend request you send out daily; its about targeting an audience. Giving them what they are looking for honestly (bad press/’word of mouth’ is bad press, just like bad breath is bad breath), with a focus on respectability in information. Its good to have a Marketing Degree for doing Online Marketing, just as an Information Technology Degree is useful in designing a social media system; but that teen sitting in her room after being grounded for sneaking out can do more effective marketing than some 40 something Marketer with a MSIT could in a week. Why? Because of the nature of this beast. It takes understanding, integration, and networking value. Sure you can blast emails, or tweet your head off, but if everyone deletes your email or never follows your ‘bird’ channel, you’re wasting your...

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