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How to Capitalize On the Search Landscape

When it comes to traffic generation, the building block of any digital initiative, you need to be savvy in how you reach and engage the highest number of qualified visitors to your website. In terms of the search landscape, and for this purpose, specifically Google search results, searchers should be introduced to as many click-through opportunities as possible. The more “real estate” that your business owns on the first page of Google Search results, the better chance you have of gaining a new visitor.

Below is an image of the typical Google Search result page, specifically a search for ‘denver inbound marketing agency’. Following that, we describe the 4 main elements of the page that we advise businesses capitalize on.

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Back to Basics: Create Killer AdWords Copy That Gets Attention

The most popular form of Pay-Per-Click (PPC) or Paid Search is Google AdWords. Carefully crafted AdWords can be a very cost-effective way of generating quality traffic to your website and boosting your sales. If you do it right, your business can attract a wealth of new prospects. But if you do it wrong, it is just another advertisement that doesn’t work.

If you think your business can’t take advantage of this online marketing opportunity, you might want to think again because this can be the perfect way to draw attention. Because it’s pay-per-click, you pay only if prospects click and visit your website. But, of course, you do want them to visit, so you have to create killer AdWords copy that will really get your prospect’s attention:

  1. The headline: This is the first thing that prospects will notice. Although it can contain no more than 25 characters, the headline must immediately grab their attention. You can’t use any punctuation except a question mark, and use of all capitals is not permitted. Try to put one of your keywords right up there in the headline because it will appear in bold and have more chance of motivating prospects to click-through to your website. If you don't use a keyword, remember to keep it relevant to entice prospects to click.
  2. Body copy: You have two descriptive lines to make your case for why this prospect should visit your website. Each of these rows can only have up to 35 characters so each word must be strong. Include at least one keyword and highlight what makes your company different. Promote any special offers or pricing. Use a strong call to action like “call today,” “order now,” “sign up,” or “get a quote” to let prospects know what they should do next.
  3. Display URL: AdWords lets you choose a brief but meaningful display URL, which can be no more than 35 characters. This may be different from your destination URL, which can be as long as 1024 characters. Make sure that the landing page you take prospects to matches what they saw in your ad.
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2 of the Most Common Landing Page Issues (and Solutions!)

In the past we’ve talked about the 3 essential elements you need for landing pages that convert. So, you’ve built your landing page and have a clear purpose, alluring offer, and a clear call to action. You’re ready for the leads to start rolling in.

But nothing happens. What’s going on? Read on to find out some of the most common landing page issues we come across.

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How to Write an Optimized Blog Post (In 8 Way-Too-Easy Steps)

Blogging is a crucial step to any digital marketing campaign. It not only will help increase your organic SEO ranking and drive traffic to your site, it allows you to connect with your visitors by establishing your or your company as an industry expert. But, we know that blogging is no easy task, so we've broken it down into 8 easy steps to get you started.

 

1.  Find a Good Topic

Before you start writing, take some time to brainstorm a topic that you think will be valuable to your readers. Remember, don’t just write content for the sake of writing content. Providing useless content is almost as bad as providing no content. Write something that matters to your target audience. If you’re unsure of how to target your blogs appropriately, try creating some buyer personas. If you think you’re in a boring industry and have nothing to write about, check out: 3 Tips For Creating Content For a Boring Industry.

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When to Use an Aggressive PPC Bidding Strategy

Generally, people are conservative with their pay per click advertising campaigns. It makes sense; you want your budget to go as far as possible. But, there are times when a more aggressive approach is needed:

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Why It's Good Business to Give Free Advice on Your Blog

Many marketers are afraid to give a DIY solution as part of their inbound marketing. It can feel that, when you tell someone how to solve their problems on their own, it costs you business. Why would they come to you after you've given them the answer for free? But, as part of a smart content marketing strategy, giving things away can be a powerful seller. A few reasons why:

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What Makes Inbound Marketing So Successful?

Inbound marketing is an extremely complex and strategic endeavor. AdVision has built enough successful inbound marketing campaigns for our clients that we have come up with a checklist to help others begin their dive into inbound marketing.

So then, what is it exactly that makes Inbound Marketing so successful?

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