Monthly Archives: February 2016

Sometimes Subtracting Gives You More

When we take over an existing paid search campaign and begin making changes to optimize performance, one of the first things we typically hear from a client is, “But I got more clicks before you optimized!” And a lot of times, they’re absolutely right. So why are we trying to get fewer clicks? Simple: We’re aiming for quality over quantity.

As an example, say you’re a B2B manufacturer that specializes in high speed metal stamping and rapid prototyping. (Yes, that really is a thing. And yes, we’ve developed paid search campaigns for it.) If you use Google Adwords’ keyword tool, you’ll find “metal stamping” has a high volume of monthly searches. If your ad copy and landing page copy contains the phrase “metal stamping” in all the right places, you’ll probably get a decent quality score for that term and begin seeing high impressions and clicks.

But unless you look at the other ad group suggestions Google comes up with related to “metal stamping” or dig through your matched search queries once your ads begin running, you may not realize those impressions and clicks could be coming from searchers looking for:

  • metal letter stamps
  • metal alphabet stamps
  • stamped metal jewelry
  • metal stamping supplies
  • hand stamped jewelry supplies

Google considers all of these to be related search terms for “metal stamping.” Because both are consumer-oriented terms, some of them have high search volume. But the searchers who clicked on your ad without really reading the copy are not at all interested in “metal stamping” as your company defines it. You’ll be generating – and paying for – more clicks but driving fewer qualified visits.

This is where subtracting to get more comes into play. By eliminating not-really-related related terms through the use of phrase match keywords and negative keywords, your campaign will generate fewer impressions and clicks. But the searchers who see your ads will be looking for your version of “metal stamping,” and they’ll spend more time reading your site content, and they’re more likely to become potential customers.

So take a look at your current campaigns and their performance. Are you concentrating on impressions, or generating qualified visits?

Be Our Valentine!

hearWhile Valentine’s Day is still a week away, this blog post is a love letter. It’s not just to one person though; it’s actually to several. And they’re not all in one place either. They’re all over the U.S. and the world.

My love letter is to my partners and friends in the Worldcom Public Relations Group. Business today is more competitive than ever before and in this age of specialization, it’s no longer good business to be a generalist. That’s why having a network of outstanding public relations and marketing communication specialists to call on makes so much sense.

Within Worldcom, we can pull on firms with deep category and industry experience, geography knowledge and relationships and specific skill sets and talents. Worldcom has become a valuable resource for me and my True team members. We work with our Worldcom partners every week as we help our clients in North America and around the world.

So why am I writing a love letter to our Worldcom partners? True Digital Communications turned five years old on February 1. We have come a long way. This is a milestone and is very important to me. We wouldn’t have reached this point if we didn’t have such a great team and clients. I also owe a good deal of support to the other agency principals and management teams at our Worldcom partners who provide me with so much support and assistance as I’ve put together my team and processes at True.

So my Valentine’s wishes go to my Worldcom friends. They have been an important part of our growth and I know we’ll continue to work together into the future. I encourage you to learn more about their firms, or give us a call and we can tell you more about them and why they could be a great asset for your public relations and marketing communications needs.

Happy Valentine’s Day to Stefan, Will and Noemi at the Pollack PR & Marketing Group in Los Angeles; Jill, Craig, Pamela, Johnathon, Grant and the team at Public Communications Inc. in Chicago; Jon at McGrath Power in San Jose; Bill at Nuffer Smith Tucker in San Diego; Melissa at Standing Partnership in St. Louis; Dawn and Sharon at Linhart PR in Denver; John and Chris at Deveney in New Orleans; Amy and Greg at Corporateink in Boston; Hal at Cerrell in Los Angeles; Stephanie and Helen at Phillips Group in Brisbane, Australia; Elizabeth at Bliss Integrated Communications in New York; Scott, Gary and Dave at Dix & Eaton in Cleveland; Scott and Sean at Dick Jones Communications in Pittsburgh; Lisa at Simon PR in Philadelphia; Tim at MorganMyers in Milwaukee; Patrik at PRAM Consulting in Prague, Czech Republic; and Todd and Terry at Worldcom’s HQ.

Happy Valentine’s Day to all!