No search volume? No problem! 3 ways to improve low-traffic AdWords campaigns

Search volume is the foundation of most successful AdWords campaigns. After all, if you’re bidding on a keyword that gets 10,000 searches per month and you have a 5 percent click-through rate, a 10 percent conversion rate and a 20 percent close rate, you can expect to close 10 sales a month from that keyword.

Better ad copy, landing pages or sales tactics can improve those numbers, but at the end of the day, you only have 10,000 searches per month to work with.

Now, if your keyword happens to get thousands of searches per month, that’s not a problem, but what if the keywords you want (or need) to target only get 100 searches per month?

Fortunately, if you’re dealing with low-traffic keywords, quitting or throwing spaghetti at the wall and hoping something sticks aren’t your only options. In this article, we’re going to look at three different ways to handle low-traffic situations.

1. Use broad match


If you’re bidding on keywords with large search volume, broad match is a great way to waste a lot of money.

For example, we once audited an AdWords account for a company that implemented system application products (SAPs). Both they and their customers used the term “sap” all the time, so they targeted the keyword “sap.”

Now, the keyword “sap” alone gets about a million searches a month, but when they made a keyword broad match, their ads were showing up for every search you can imagine. Among the countless irrelevant search terms, they received hundreds of thousands of impressions (and hundreds of clicks) from people who searched for “A$AP Rocky” — an American rapper.

Unfortunately, keywords with large search volume tend to confuse Google. I mean, just look at what the Keyword Planner suggests as related terms for “sap”:


It’s like Google is saying, “I don’t know what you’re looking for here, so here’s a bit of everything!”

The lower search volume a keyword has, however, the more specific it tends to be. More specific searches are a lot easier for Google to interpret and match to other similar searches.

For example, here are some of the keywords Google suggests when you plug “sap deployment” into the Keyword Planner:


This keyword only gets 140 searches per month, but Google’s suggestions are right on the money.

Searches like “sap implementation services” are a perfect fit for what the business is looking for, and while they might not get a ton of search volume, they increase the total number of relevant searches that this business’s ads will show up for.

When you’re dealing with low search volume, broad match can often be a great asset. Low-search-volume keywords tend to be specific, so broad match can do a great job of getting your ads in front of additional low-volume searches that you may never have considered before.

To make things even better, after you’ve run your broad match keywords for a while, you can go into your Search Terms report and see if Google has uncovered any gems you should add to your campaign (or money wasters you need to add as negative keywords).

Obviously, this approach isn’t quite as efficient as targeting a high-search volume keyword using exact match, but using broad match can help you get several hundred to thousands more relevant searches a month out of a highly targeted low-volume keyword.

2. Prime the pump


Sometimes, the reason your keywords have low search volume is that people don’t think to search for what you’re selling.

This is especially true for businesses with new, innovative products or niche companies with very small potential audiences.

In these situations, it’s usually a good idea to start by focusing a little higher up the funnel. If no one has ever heard of a “sleep inverter,” why would people be searching for it?

Instead of waiting for people to discover your product, service or business at random, it’s a good idea to be a bit more aggressive with your marketing. Paid social, display and video advertising are great ways to spread the word and build awareness and demand.

All of this is Marketing 101, but here’s where we can get a little tricky with AdWords.

New or niche products and services often have a warm-up period. Unfortunately, most people won’t see a Facebook ad for a “sleep inverter,” click on it and immediately buy, especially if it’s expensive (which most new or niche things are).

Instead, most people will need some time to think about what you’re selling and do a little research before they’re ready to buy. A good display or video retargeting strategy can help here, but if you really want to snag someone who is thinking about your product, it pays to use remarketing lists for search ads (RLSAs).

Using RLSAs to access more search volume
Odds are, if you’re selling something niche or new, there is a “normal” that you are disrupting. Under most circumstances, if someone is searching for that normal, they won’t be interested in what you’re selling.

For example, if you’ve invented a “sleep inverter” bed alternative that helps with back pain, it might be hard to convince people who are searching for “best mattress” to click on your ad. They’re not looking for a “sleep inverter,” they’re looking for a mattress!

However, someone who’s already clicked on one of your “sleep inverter” display ads and is researching “best mattress” has a good chance of clicking on your search ad and potentially making a purchase. After all, they already know what your product is, so connecting your “sleep inverter” to their search for “best mattress” may be just the push they need to buy.


3. Combine and conquer


As mentioned above, low-search volume keywords are typically also highly specific keywords. This can create real problems when it comes to optimizing your ad copy.

To get clicks, specific searches need specific ad copy, so if you want to make the most of the few searches you do have, you need to write ad copy that closely matches the search terms and search intent of your low-traffic keywords.

Unfortunately, it’s hard to evaluate your ad copy when you only get 10 clicks a month, so unless you write the perfect ad copy the first time, you may miss out on potential clicks, conversions and sales without even realizing it.

However, there is a way to test ad copy on low-traffic keywords. You just have to be clever about how you put your ad copy together.

Odds are, even if the specific keywords your target audience uses are different, their pain points are basically the same. With this in mind, you should be able to write ad copy that ties the keywords and pain points together in a fairly formulaic way.

And, if your ad copy is basically consistent, you can give all of those ads the same label in AdWords and use that label to aggregate your ad performance across all of your keywords in the Report Editor.


Once you’ve picked your ad label in the Report Editor, all you have to do is pick the metrics you want to evaluate, and Google will show you bulk data for your ad copy. It’s not a very scientific way to do things, but it’s a great way to get a feel for how your ad copy is performing.

In addition, you can also use this same tactic to test two different sets of ad copy. All you have to do is label each version separately in your campaigns and run a labels report in the Report Editor.


Like the other tactics discussed in this article, this approach isn’t ideal, but when you don’t have enough traffic to do things right, it’s a handy trick to have up your sleeve.








Referance Link : https://searchengineland.com/no-search-volume-no-problem-3-ways-to-improve-low-traffic-adwords-campaigns-295262

How to promote to get top rank of Youtube Video??

Marketers were learning that they couldn't just publish a high volume of content -- it also had to be high-quality and optimized in ways that made it as discoverable as possible through search engines.

And once upon a time, that content was largely limited to the written word. Eleven years later, that's no longer the case -- a comprehensive content strategy includes written work like blogs and ebooks, as well as media like podcasts, visual assets, and videos.

That last part -- video -- continues to be on the rise. According to the 2017 State of Inbound, marketers named video as a huge disruptor. "I mostly write content right now," one respondent said, "but I'm afraid it may begin to diminish more and more with video."
Check out our interactive guide to creating high-quality videos for social media here.

And with the rise of other content formats comes the need to optimize them for search. One increasingly important place to do that is on YouTube, which is a video distribution website used by the masses

But how does that work? What are the steps you need to take to optimize your YouTube channel for search? We've outlined some major tips below. And if you're short on time, no problem -- check out the video summary here.


1) Title

When we search for videos, one of the first things that our eyes are drawn to is the title. That's often what determines whether or not the viewer will click to watch your video, so the title should not only be compelling, but also, clear and concise.

It also helps if the title closely matches what the viewer is searching for. Research conducted by Backlinko found that videos with an exact keyword match in the title have a slight advantage over those that don’t. Here's a linear representation of those findings:

So while "using your target keyword in your title may help you rank for that term," report author Brian Dean explains, "the relationship between keyword-rich video titles and rankings is" weak, at best.

Finally, make sure to keep your title fairly short -- HubSpot Content Strategist Alicia Collins recommends limiting it to 60 characters to help keep it from getting cut off in results pages.

2) Description

First things first: According to Google, the official character limit for YouTube video descriptions is 1,000 characters. And while it's okay to use all of that space, remember that your viewer most likely came here to watch a video, not to read a story.

If you do choose to write a longer description, keep in mind that YouTube only displays the first two or three lines of text -- that amounts to about 100 characters. After that point, viewers have to click “show more” to see the full description. That's why we suggest front-loading the description with the most important information, like CTAs or crucial links.

As for optimizing the video itself, it doesn't hurt to add a transcript of the video, especially for those who have to watch it without volume. That said, Backlinko's research also found no correlation between descriptions that were optimized for a certain keyword and the rankings for that term.


Dean is careful not to encourage ditching an optimized description altogether, though. "An optimized description helps you show up in the suggested videos sidebar," he writes, "which is a significant source of views for most channels."

3) Tags

YouTube's official Creator Academy suggests using tags to let viewers know what your video is about. But you're not just informing your viewers -- you're also informing YouTube itself. Dean explains that the platform uses tags "to understand the content and context of your video."

That way, YouTube figures out how to associate your video with similar videos, which can broaden your content's reach. But choose your tags widely. Don't use an irrelevant tag because you think it'll get you more views -- in fact, Google might penalize you for that. And similar to your description, lead with the most important keywords, including a good mix of those that are common and more long-tail (as in, those that answer a question like "how do I?").

4) Category

Once you upload a video, you can categorize it under “Advanced settings.” Choosing a category is another way to group your video with similar content on YouTube.

It might not be as simple as it looks. In fact, YouTube's Creator Academy suggests that marketers go through a comprehensive process to determine which category each video belongs in. It's helpful, the guide writes, "to think about what is working well for each category" you're considering by answering questions like:

Who are the top creators within the category? What are they known for, and what do they do well?
Are there any patterns between the audiences of similar channels within a given category?
Do the videos within a similar category have share qualities like production value, length, or format?

5) Thumbnail

Your video thumbnail is the main image viewers see when scrolling through a list of video results. Along with the video's title, that thumbnail sends a signal to the viewer about the video's content, so it can impact the number of clicks and views your video receives.

While you can always pick one of the thumbnail options auto-generated by YouTube, we highly recommend uploading a custom thumbnail. The Creator Academy reports that “90% of the best performing videos on YouTube have custom thumbnails,” recommending the use of images that are 1280x720 pixels -- representing a 16:9 ratio -- that are saved as 2MB or smaller .jpg, .gif, .bmp, or .png files. If you follow those parameters, it can help to ensure that your thumbnail appears with equally high quality across multiple viewing platforms.

It's important to note that your YouTube account has to be verified in order to upload a custom thumbnail image. To do that, visit youtube.com/verify and follow the instructions listed there.

6) SRT Files (Subtitles & Closed Captions)

Like much of the other text we've discussed here, subtitles and closed captions can boost YouTube search optimization by highlighting important keywords.

In order to add subtitles or closed captions to your video, you'll have to upload a supported text transcript or timed subtitles file. For the former, you can also directly enter transcript text for a video so that it auto-syncs with the video.

Adding subtitles follows a similar process, however, you can limit the amount of text you want displayed. For either, head to your video manager then click on “Videos" under “Video Manager.” Find the video you want to add subtitles or closed captioning to, and click the drop-down arrow next to the edit button. Then, choose “Subtitles/CC.” You can then select how you’d like to add subtitles or closed captioning.

Google has provided great instructions on how to do that here, as well as in the video below.


7) Cards and End Screens 

Cards

When you're watching a video, have you ever seen a small white, circular icon with an "i" in the center appear in the corner, or a translucent bar of text asking you to subscribe? Those are Cards, which Creator Academy describes as "preformatted notifications that appear on desktop and mobile which you can set up to promote your brand and other videos on your channel."

You can add up to five cards to a single video, and there are six types:

Channel cards that direct viewers to another channel.
Donation cards to encourage fundraising on behalf of U.S. nonprofit organizations.
Fan funding to ask your viewers to help support the creation of your video content.
Link cards, which direct viewers to an external site, approved crowdfunding platform, or an approved merchandise selling platform.
Poll cards, which pose a question to viewers and allow them to vote for a response.
Video or playlist cards, which link to other YouTube content of this kind.
For detailed steps on adding a card to your video, follow these official steps from Google, or check out the video below.


End Screens

End screens display similar information as cards, but as you may have guessed, they don't display until a video is over, and are a bit more visually detailed in nature. A good example is the overlay with a book image and a visual link to view more on the video below:

There are a number of detailed instructions for adding end screens depending on what kind of platform you want to design them for, as well as different types of content allowed for them by YouTube. Google outlines the details for how to optimize for all of those considerations here.

It's important to note that YouTube is always testing end screens to try to optimize the viewer experience, so there are times when "your end screen, as designated by you, may not appear." Take these factors into account as you decide between using either cards or end screens.

5 massive SEO and content shifts you need to master right now

Google has thrown a lot at marketers in just the last five years. All of these big changes — from rolling out major algorithm updates to shifting to mobile-first — have essentially had the same goal: to provide the best possible search experience to users. Google wants to show users the best content at the right time on the right device as quickly as possible.

Some marketers have struggled to keep up with and adapt to these huge changes. Meanwhile, other brands are thriving. Why? Because they have learned to stay ahead of Google’s ever-evolving algorithms by focusing on content and quality.

Smart marketers know that they must have similar goals to Google. That means providing content that resonates, engages and converts — wherever, whenever and however consumers discover it.

It’s important to not just look at where Google is today, but where Google is heading over the next six months, next year and beyond. If you can stay ahead of these momentous shifts, you can stay ahead of Google and your competition to dominate online in your industry.

The future in search is now. It’s time to start thinking forward — and fast! Below are five SEO shifts that you need to master as we head into the latter part of this year.

1. From SEO to ‘SEO and content convergence’

Just as content alone isn’t enough to guarantee SEO success, SEO alone isn’t enough to guarantee that people will find and engage with your content. Data is helping marketers understand consumer intent to create intelligent content that aligns with the customer journey to deliver a successful and memorable experience.

How marketers can master this shift:

• Ensure your content creation is based on data. Content marketing without data lacks purpose. Define the audience, engagement and conversion metrics that matter to your brand. Track and measure these to gain the insights you need to create meaningful content that people want to consume and improve future content marketing efforts.
• Foster search, social and content synergy. In combination, organic search, social and content help brands achieve their goals and objectives. Creating high-quality content with SEO in mind from the beginning boosts search visibility. That great content can then be further amplified via social media, which creates demand you can later harvest via search.
• Maximize your search engine results page (SERP) footprint. Create and optimize high-ROI content like articles, videos and infographics to help people (by answering important or popular questions or providing practical information) or capitalize on trendy topics. Then help your brand further stand out in the SERPs by winning real estate with featured snippets, site links, related questions, images, videos and tweets.

2. From mobile to mobile-first

For years, Google told marketers about the coming shift to mobile first — and it finally arrived in 2015, when mobile searches surpassed desktop. Today, optimizing for mobile search, devices and usability is no longer optional. It’s mandatory. Your brand must be mobile-ready if you want to capitalize on mobile micro-moments.

How marketers can master this shift:

• Recognize that this is a mobile-first world. Brands that aren’t mobile-optimized see 68 percent less traffic, according to BrightEdge research (my company). This means that understanding mobile user behavior and intent is essential today. Make sure your mobile experience meets (but ideally exceeds) expectations, or you risk losing market share and revenue to the competition.
• Make your mobile SEO fast and furious. In addition to being attractive and easy to navigate, mobile websites must be fast. According to Google research, 53 percent of mobile users leave sites that take more than three seconds to load. Following technical mobile SEO best practices (e.g., image optimization, redirects, JavaScript and CSS) is a necessary barrier to entry in today’s digital world.
• Consider contextual mobile content. Focus on creating content that mobile users want and will find valuable. Typically, mobile users are in research mode — they are searching for information they need or they need some inspiration. Make sure your brand is there and influences that decision when they’re ready to convert, which is more likely to be on desktop or in store than on a smartphone.

3. From local to hyperlocal

The hyperlocal opportunity has never been greater for marketers. Hyperlocal targeting lets you reach people based on their location. This is an excellent way for brands to capitalize on “near me” searches and “I-want-to-go” micro-moments and become hyperrelevant and hypervaluable.

How marketers can master this shift:

• Own local search. Make sure critical contact information that people search for is prominent or easy to find. This includes name, address, phone, hours and directions.
• Hyperlocal optimization = hyperimportant. Google’s personalized hyperlocal results give more visibility to smaller geographic locations. Optimize your Google My Business page, create localized content and landing pages, use local business Schema markup and monitor the performance of your local keyword rankings.
• Understand the intersection of local and mobile. People who do local searches on smartphones have higher intent: 50 percent of smartphone users will visit a business or store within a day, according to Google. Optimizing for local also means optimizing for users who are on the go. These people have different needs and expectations than those doing local searches on other devices.

4. From text to voice

About 20 to 25 percent of mobile queries are voice searches, depending on who you believe at Google. Although it’s clearly far too soon to declare the death of text searches, voice search is an emerging area marketers need to pay attention to heading forward. Voice search will continue to rise as consumer adoption of virtual assistants (e.g., Siri, Alexa) increases.

How marketers can master this shift:

• More voice searches, more answers. Voice search will bring different types of search results because the majority of voice searches are questions (who, what, where, when, why, how). Fortunately for marketers, these questions also reveal user intent. Identify high-intent keywords, and optimize content that answers these questions to ensure your brand will be found in the changing SERPs.
• Urge to voice search rising. People are adopting voice search because it is now more accurate and useful than ever — it is faster and easier than typing on a smartphone keyboard. By 2020, 50 percent of all searches will be voice searches, according to a forecast from comScore. Identify and provide content in a format that meets the needs of these types of searchers.
• Get smart about intelligent agents. Many voice searches happen at home, in addition to in the car or on the go, resulting in a more connected world. These intelligent agents are using semantics, search history and user interests and behaviors to provide the best results. So, make sure content is aligned with the intent and interests of customers at the right moment of the decision journey. Be the best answer. Forrester analyst Collin Colburn shares some great insights on this topic in this Forrester blog.

5. From data to machine learning

Google relies in part on machine learning, in the form of RankBrain, to make sense of the massive amounts of data and deliver the best possible search results for users. As marketers, we, too, must turn to machine learning to understand the intent, interests and behavior of our audience so we can deliver and personalize content that they want.

How marketers can master this shift:

• View data as a source of truth. Martech stacks are being built around data integrations and performance because we simply have too much data and not enough analysts or hours in the day to make sense of it all. To capitalize on demand, spot patterns and stay ahead of the competition, marketers need to go beyond the “what” of data to understand the “when” and “why” of analytics.
• Utilize AI & machine learning. Machine learning helps marketers spend less time analyzing data and more time creating content that will engage and influence prospects and customers. Let AI and machine learning deliver actionable insights about your audience and content performance.
• Define metrics and measurement. Data allows marketers to make better and more accurate decisions more quickly. Define the metrics that matter to your brand, and monitor your search and content data. This will allow you to track your progress, iterate and improve your content production and organic search optimization for greater visibility and greater share of voice.

                                

                                   Reference site: http://searchengineland.com/5-massive-seo-content-shifts-need-master-right-now-274647

Facebook Advertising - How It Can Benefit Businesses For Better ROI

In Online Marketing its always very important to know, how, where and when to advertise your business online as it is very important task which impacts the performance of the marketing efforts. With Google Adwords offering incredible, impressive and profitable search ad campaigns, many businesses ignores to consider the value of other advertising mediums.

In this post, I am going to highlight one of the widely used platform which is quite effective in creating brand awareness and driving traffic for the businesses i.e. Facebook where vast majority of businesses absolutely must be advertising. In support of my words, i am providing few points which are below:

• Mass users spend most of there spare Time on Social Media
• It is the reach of Facebook among mass which shows that its so huge for any business to ignore. To utilise it as branding and marketing platform, you first need a business page on Facebook. Many businesses are aware about its benefits and data says that no. of such businesses are approx 40 million. It gives you future customers.
• As per data we have the figure for average person spends who spends his or her time online on social networks is 28% and 1.72 hours per day worldwide.

Figure for every minute, users like more than 4.1 million posts, posting comments, status updates, and photos on Facebook. They spend large amount of time on Facebook every single day of every month.

• Over 1 Billion Users Served

If you are new to this platform then you might have not aware about the fact that Facebook is a big deal. 1.55 billion people log onto Facebook every month and 1.39 billion visit via mobile (data released by Facebook).
It is not limited to desktop only, it has reached another level for mobile users as Half a billion people only access Facebook via a mobile device.

So you can imagine what a broad market is on Facebook for your business. You just need to connect with them. Even Facebook ads helps you in reaching the right audience. Your audience.

• Massive Platform for Content Promotion

For businesses who are creating great content for their website, they get deep reach among users as informative content is always liked by the relevant users.

It also create brand awareness for your business through your information sharing contents having all the details, new product or services, events etc. Here your content will become exposed to an even larger audience.

• Amazing Targeting

On Facebook, you get much more than your expectation as far as targeting is concerned. With this platform Businesses can target users through Facebook Ads by location, demographics, age, gender, interests, behaviour, and connections.

• Incredibly Powerful Remarketing

Remarketing allows you to target the audience who were there on your website in past, they visited your website, used your mobile app, or given you their email address. Through Facebook Adverts you can show ads to them when they visit or shop on other websites, use social media, watch videos, use other mobile apps, or search on Google.

Remarketing is the most powerful way to grow your business. It boost engagement rates by three times and increase conversion rates by two times.

• With Facebook Adverts, Turn Visitors Into Leads and Customers

Facebook Ads brings new traffic to your website, which will later with proper efforts and follow ups leads into leads, new customers and ultimately sales. By using all features of Facebook Adverts you will be able to get maximum benefits of this wide platform. It helps you more frequently capture qualified leads or make sales.

• Key Player Call Buttons

Having large no. of users on Facebook you have the opportunity to capture leads from mobile Facebook users as it is a huge opportunity. For better conversion calls to businesses are more result oriented clicks on websites. That's why Buttons are key players.

• Manage Facebook Ads easily through tools

Many users have misconception about Facebook ads as they think its "too complicated." But nothing is like that, with ad tools you can easily run the Facebook ad campaign for your business website.

Facebook Ads can have huge benefits for all types of businesses. The ROI on Facebook ads is quite amazing and leads to a hugely successful year for your business.

Reference site: https://internetmarketingsection.blogspot.in/2017/04/facebook-advertising-how-it-can-benefit.html