Google just announced the biggest changes to AdWords since, well… AdWords (born 2001 A.D.).
Remember that sunny day a few months ago when all the ads in the right column of the Google search results pages suddenly up and vanished? Poof!
That was just a warm-up stretch.
Last week Google announced the details of the next phase of their “mobile-first” strategy. Over half of Google searches now occur on mobile devices and tablets. So Google is working towards a near-term future of seamless experiences across devices – mobile phones, tablets and desktops.
Removing the right column ads allowed Google to streamline the ad experience between all these devices. With this change up to 4 ads appear above the free organic search results, and up to 3 ads appear beneath. It’s the same on all devices.
Now Google is ready for the next phase. Are you?Read More
I lost $13,757 on Google AdWords with my first business.
That totally sucked, especially since I was self-funding. Someday I’ll write a post about it so you can learn from my painfully embarrassing mistakes.
I was new to AdWords at the time, so of course I made many technical mistakes. But my biggest mistake was simply not understanding the following:
Google AdWords could never have worked for that business model!
I know that now, and the reasons are crystal clear. (And I’m glad that business is now ancient history.)
But what about you? What about your business?Read More
Few website features are as popular as rotating banners. And few are so effective at killing your online lead generation.
Rotating banners are also known as “image carousels” or “sliders”. They allow you to show multiple banner messages to your website visitors by presenting them one at a time. They usually rotate automatically at fixed time intervals. Sometimes a visitor can control the rotation with banner navigation.
Rotating banners are popular because they allow you to reduce clutter and make every banner large and beautiful.
Here’s an attractive example of a Boston law firm with a rotating banner.
So what’s the problem?Read More
OVERWHELMED visitors = CONFUSED visitors = LOST visitors!
This is a common website lead generation problem. And it’s hard for you, the business owner, to fix by yourself.
Why? Because you’re in love with your website content. All of it. And you want all your website visitors to read it from beginning to end and love it, too.
But they never will.
Imagine that a new prospect visits your office in person, wanting to learn what you could do for them. You greet them with:
“Welcome! Great to have you here. See that filing cabinet over there? It has all the information you’d ever want to know about us. Please look through it all and let us know if you have any questions!”
Good prospects are busy people. They have other things to do with their lives. They are wisely greedy with their time. They are impatient. And online, they are 10 times more impatient.
Visitors will not take the time to rummage through your filing cabinet of a website!
So how do you fix a filing cabinet website? How do you avoid overwhelming, confusing and losing your website visitors?Read More
Chicken Little, the sky is falling!
In case you missed it, Google recently changed its search algorithm to favor websites that have mobile-friendly pages. This means that mobile-friendly web pages will appear higher in search results when a user performs a search on a mobile device. (Searches on desktop devices are not affected.)
Google’s reason for this is simple: There are now more daily searches performed on mobile devices than on desktop devices. That trend will only continue. And it’s Google’s job to deliver the best possible search results for the majority of its users.
But this announcement led to online hysteria, both real and hyped. New lingo sprang up to convey the magnitude of this ‘Mobilegeddon’ and ‘Mobileocalypse’.
Should you panic? It depends…Read More
A “landing page” is the first page that a new visitor to your website experiences. A “Google AdWords landing page” is the first page that you send new visitors to when they click on your Google PPC ad.
You need a visitor’s first experience with your business to be fantastic. You want an ideal prospect to immediately understand why your business offer is perfect for him. You want him to easily see how he can take the next step.
That’s challenging enough to accomplish in a landing page. The folks over at InstaPage recently did a nice job of breaking down the basic elements into a helpful infographic. You may want to check out.
But Google makes it even harder. If you flaunt their AdWords rules, Google will not approve your ads to show. Then potential prospects will never see your otherwise wonderful landing page at all. Game over. But that’s not all…Read More
Each January I deliver marketing seminars at MIT, my alma mater. The attendees are undergrads, grads, business school students, alumni, teachers and other members of the MIT community.
This year, together with my podcast partner Kenny Goodman, we crafted a very special all-new seminar to address the burning marketing questions that we hear over and over again from new company founders.
These aren’t scholarly questions that get theoretically analyzed in MIT textbooks. These are practical nuts and bolts questions about how to get real marketing to really work – questions that can only be answered from experience. I’ve mentored over 50 MIT startups, and Kenny, who has built and sold 3 startups, has experience in spades.
So we put together a straight-to-the-point strategic + tactical 90-minute seminar: