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When Google first announced in May that it was moving its free product listing service over to a paid model (Google Shopping) as of October 1, I immediately felt sorry for small businesses. Up until this change, almost any search online for handcrafted, homemade or vintage products would lead a user to Etsy and their small business community. All of whom again, up until this change, had been enjoying free listings of their products on a fairly level playing field. Now, with this change, most small business owners will get left behind in the competition for paid advertising space, and will ultimately lose ground against known retailers with deep pockets.
Google values relevance, and as such, relevance between keywords, ad copy, and landing page copy is generally awarded with high Quality Scores, high Click-through Rates, and high conversion rates.
Many AdWords managers spend a lot of time writing new ad copy and designing new landing pages to achieve the optimum relevance for their campaigns. These tactics are without a doubt worth investing time in, but even before you begin the advanced testing tactics involved with new ads and landing pages, you should first adhere to three straight-forward and easy-to-implement strategies that will assist you in making your AdWords campaigns profitable.
Responding to SEOmoz’s “Titans of Search” video blog
Last week SEOmoz published a special event video blog post featuring an off-the-cuff interview and discussion between two “Titans of Search,” Rand Fishkin (CEO of SEOmoz and “The Wizard of Moz”) and Danny Sullivan (of Search Engine Land and Marketing Land fame).
The video post provided a few very interesting takeaways in relation to some recent announcements made by Google. Of particular interest is Google’s change in attitude and implementation of policies that just don’t seem to have the interest of their small business customers at heart.
Google used to avoid traditional advertising tactics and focus solely on digital. Makes sense, I mean they do hold the key to the digital marketing kingdom, right?
In fact, not that long ago, Google Chief Executive Eric Schmidt was quoted saying on many occasions that his company's “dominant market share was earned by their quality of searches, not by advertising”. But something happened to change all that. During the 2010 SuperBowl, Google showcased their new commercial “Parisian Love” – one in a series of videos (not initially meant for television) called “Search Stories”.
The social-media world continues to be abuzz with chatter about Google+, the search-engine behemoth’s new social-media offering and its response to the other 1,600-pound web gorilla, Facebook. Many Google+ users think it’s the best thing since sliced bread while many others feel it’s just day-old toast.