If you’re running paid search campaigns in Google AdWords, and you don’t already use the Dimensions tab, you’re missing out on a ton of useful data. Rolled out in mid-2010, the Dimensions tab is one of the most important components of the AdWords UI. It allows you to view data for an entire account or specific campaign(s) that can be used to better target your customers, decrease wasteful spend, and improve conversions. At PPC Associates, our Production team relies heavily on the Dimensions tab to pull detailed reports on campaign behavior across different time periods or geos, and to better understand how and where our ads are being shown on both the search and content networks.

The Dimensions tab is located on the right-hand side of the tabs list in the AdWords UI. If you can’t already see it, click on the drop-down arrow at the end of the row to bring up the menu of available tabs.

Once you’re in the Dimensions tab, go to the “View” drop-down menu to see the types of data available. The screenshot below shows the main menu; for Time, Conversions, and Reach and frequency you have additional options, such as Day of the week, Day (date in time), Week, Month, Quarter, Year, or Hour of day.

So now that you know where to find this, how are you going to use it? There’s a ton of good stuff here, and obviously not all of it will be relevant to every campaign. If you’re not using track-able phone numbers in your ads, for example, the “Call details” option is not going to have any data for you. If your campaigns are only running on the search network, you won’t have any automatic placements to review. But take advantage of what you can. Here are a couple of examples of how we use the Dimensions tab at PPC Associates:

1)      Day parting. We usually run two types of day parting reports: day of the week and hour of day. You can pull the data separately, or you can use the advanced segmentation feature in AdWords to break it down by hour of day for each day of the week. Once you have the data in Excel, use conditional formatting to easily spot trends in campaign performance. This can then be used to optimize the campaigns; for example, you may choose to increase bids during time periods with high conversion rate and low CPA, or decrease bids when the opposite is true. If there’s a clear drop in performance during specific days or hours of day, you may even want to turn campaigns off during these low-performing time periods. In the sample data below, it’s clear that the hours of 5 am – 8 am do not perform well, whereas the hours of 4 pm to 8 pm have high conversion rates and low CPAs.

2)      Search query review. Being able to see the actual queries that cause your ads to show is powerful, both for finding terms you don’t want to show up on and getting new ideas for keywords. We all know that running keywords on broad match – or even modified broad match or phrase match – opens up a campaign to a wide range of search queries, many of which might not be relevant to what we’re advertising. The “Search terms” option in the Dimensions tab will let you see the queries triggering your ads. Use this data to promote high-performing queries by turning them into keywords with targeted ads, and also to scrub out unwanted terms. This is especially important when your campaigns include a lot of general keywords. Just imagine how many irrelevant queries you can get matched to when bidding on “will” (as in last will and testament) keywords. The screenshot below shows just a few out of thousands.

Clearly this is a very broad overview of the Dimensions tab and the ways you can use it to optimize your campaigns. There are a lot of different ways to use the data, and the “Customize columns” and advanced segmentation options let you slice and dice the data in innumerable ways. No time like the present to get in, start some tests, and figure out how to improve your campaigns with the options on hand.

-  Opinions expressed in the article are those of the guest author and not necessarily of Schipul – The Web Marketing Company.

With the release of Google’s Search Plus Your World update, Google now recommends Google+ pages for specific search queries. When I do a search for the term “web design,” I get these recommended Google+ people and pages:

As you can see, Google now recommends Google+ People and Pages related to a specific search term e.g. “web design.”  So, how can you appear as a related person or page for search queries? Well, the first thing you need to do  is fill out your Google+ page and optimize it.

Below are some tips to help you optimize your Google+ page.

Tips on How To Optimize Your Google Plus Page

Be Sure to Select an Optimized Title

The name of your brand or business should be the title of the page but be sure to choose wisely and if relevant include keywords in your title.  For example, the SMX Conference Google+ page, includes “Search Engine Marketing” in their title. See the screenshot below.

Fill Out Your Meta Description

Google also let’s  you provide a meta description that appears directly below your page title. This is a great place to provide an accurate description of your services. Also, be sure to include keywords in your description so that you can rank better for these terms in Google’s new update, Search Plus Your World.

So for example, SEO Hacker  uses “SEO Hacker is an SEO Services Company in the Philippines that aims to help you learn SEO in Simple. . .” as their description.  Instead of using their tag line, “Be Visible. Get Searched. Let’s Make This Happen,” they decided to use a more keyword rich meta description which will help them better rank in Google+ for SEO and SEO services.

Fill Out the About Section

This section is just as important as filling out your meta description and choosing the right title and it’s a great opportunity to include links to specific pages to your site like a services page or a contact form.

In this section, you should include information that searchers will want to know about your company. Also, Google allows you to use bulleted formatting which is a great way to list your services and products in an easy to read format.

So, be sure to include as much information as possible when filling out this section. A good example of this is from Schipul’s Google+ page:

Upload Photos

In the photo section, you have the opportunity to upload photos with keywords. Also, by uploading photos it will help your profile reach completion. Use photos that best feature your company, company culture or services. You can also use images for your photos like the Search Engine Land example below:

Also, the photos you add to your Google+ page will appear the new Search Plus Your World’s search results pages  (SERPs)

Fill out Your Recommended Links

This section is another great chance to link your services pages, contact forms, etc.  We recommend inserting links that are only relevant to your Google+ page including keywords. Also, be sure to include links to your other social networks, blog, website, contact forms, etc.

Here’s an example from SMX’s Google Plus page:

Be Active and Update Frequetnly

Finally, you need to become more active and update frequently on your Google+ page. You don’t have to over do it but posting something valuable and relevant to your customers, followers and friends can help you rank better in Search Plus Your World.  Try posting at least twice throughout the week.  By posting regularly, Google will notice your activity and reward you for being active and providing new and fresh content.

Be sure to follow Schipul – The Web Marketing Company on Google+,  Facebook and on Twitter for more tips on Search Engine Optimization and web marketing.

Deciphering Google Analytics Keyword Reports

View Video on YouTube

How to read keyword reports from Google Analytics – what should you do with this information?

• You should rank well for your brand name – you are the best answer for that search query
• Look for the non-branded keywords that are bringing traffic
• Look for surprise words that are sticking, i.e. hot topics, laymen’s terms – use this as inspiration to add new content

What do Search Engines Look for? Reviewing the SEO Hierarchy of Needs

View Video on YouTube

I review Bruce Clay’s SEO Hierarchy of needs (graphic at right) and explain each of the steps on the pyramid.

The basic elements Search Engines are looking for:

1. Search Engines like readable text & fresh, relevant content
2. The best way to rank for a keyword is to have content about that specific keyword
3. If a visitor can easily navigate your site, so can a search engine – provide calls to action to tell visitors (and search engines) where to go
4. Link Building is important, but not a silver bullet. Start with very relevant links such as organizations, partners, clients, etc.

Huge thanks to the great team at PRSA Tampa Bay for posting these videos!

>> View the full presentation on Slideshare

>> View Upcoming Schipul Training & Public Speaking Events

Here’s a brief overview of some of the changes you’ll notice:

First, Google says one of the new benefits is the ability to see search data from the original Keyword Tool and the Search-based Keyword Tool.
What you’ll notice immediately  is the new keyword box. It now allows for a keyword search to be performed with a combination of keywords, a URL and  a category.

You can also compare your keywords by match type using one or more match types at the same time. For example, I can get both sets of search data for a broad search term and an exact search term at the same time just by checking both boxes under the match types.

The change that I’m most excited is the new “starring” capability. This allows you to star keyword ideas, which then saves them while you search for new ideas. Gone are the days of having to download your selected keywords between searches!

In addition, you can now download starred keywords only, all results, all keywords for certain queries or keyword ideas in bulk.

Finally,you have the ability to search within terms using the “more like these” option. So you star or select your keyword phrases that you like the best and search within those phrases to find even more related keyword ideas.

For SEOs these changes will definitely help when conducting keyword research for clients.  We’re excited to see future updates to Google’s keyword research tool!

If you like free SEM tools like the Google Keyword Research Tool, definitely check out Schipul’s SEM tools.

SchipulCon is in full swing! We were thrilled to see Brian Wheelis of Facebook speak Thursday on Facebook Ads. Below are our notes:

On Facebook Fan Pages

Your page represents who you are, similar to an individual’s profile page.  The page is the concert, the ad is the ticket to that concert. That concert may be Kenny Chesney or Lady Gaga – the ticket is the same, but the experience will be completely different. Pages connect people, ads help us reach their friends. When businesses are connected, they win.

On Facebook Engagement Success

“Very little happens on the Facebook platform that wouldn’t happen off the Facebook platform” – Brian Wheelis

Your store experience is not created on Facebook, it’s replicated. Movements are amplified on Facebook, not created.

The more you create compelling content, the more your fans share. Storytelling is key (this has been a theme throughout SchipulCon).

ComScore did a recent study on Facebook Fan Page metrics:

• People are 50% more likely to buy from brand they are a fan of
• People are 60% more likely to recommend after becoming a fan

New Facebook Features (This is the Juicy Stuff!)

• Improved Fan Page Insights will be rolling out in the next few weeks (Brian admitted that Facebook hasn’t done the best job sharing metric data with Fan Page admins)
• Facebook will be adding the ability to create Ads directly from your Page post. You can take a post that’s been proven effective and push it out as an ad.
• Open Graph actions – instead of just “Like” you’ll get a button for any verb you want.   Defaults will be: Listened to, Watched, Read. People will be able to add any word with Facebook approval.

The Latest Facebook Update – The Ticker & Timeline

• Timeline is designed to be a curated representation of you – designed to deliver deeper connections. You decide how much you put on Facebook as a representation of you.
• 12-18% content on Facebook is seen on newsfeed – ticker is meant to increase visibility and allow you to see more newsfeed content

On Ad Targeting

Ad targeting is the main reason to use Facebook ads over other online advertising. According to Brian, targeting on Facebook is 90% accurate vs. 35% on industry sites – people don’t lie because there are social consequences. Interestingly, as you get more targeted, accuracy improves further.

Tips on Improving Facebook Ad Conversions

• Ads with friend interaction included has a double CTR.
• 60% better engagement for Facebook ads if you stick to three lines – the less you say, the better

On Facebook Apps

It’s not a “built it and they will come” situation. There are costs in marketing and promotion.  Consider an app, but don’t feel like you need to create one. If you do, some tips:

• Focus on people
• Enable great storytelling
• Create good experiences
• Use sponsored Stories

Does Facebook Increase ROI?

Brian showed case studies on liquor brands, & AMEX Small Business Saturday. He admitted that it’s more difficult for industries like Finance, Pharmaceuticals,etc. where data is more protected.

His tip was to be about something to make it social. i.e. Chase had a Facebook campaign rallying around nonprofits that brought them success.

More SchipulCon!

SchipulCon continues today (Friday 10/7). Photos are posted and will continue to be posted at schipulcon.com/photos.

Follow along at SchipulCon.com, or follow the tweets at the hashtag #SchipulCon.

And if you’re here at SchipulCon, come say hi to one of our Schipul SEM team Schipulites!

Picture yourself here this October 6th and 7th, the Norris Conference Centers at CityCentre in Houston.

For the SEM & SEO Enthusiasts…

Schipul’s fearless SEO leader, Caitlin Kaluza will be speaking at two different sessions:

• Metrics for the Real World: A look at the ins and outs of the metrics world and customizing your analytics program and expectations for your business and demographics.

• Beyond the page: Optimizing your website ‘stuff’: The best ways for adding and sharing content strategically and how to learn from your site’s traffic patterns

Other speakers include Carter Cole from BrandExtract, the creator of the popular Chrome extension SEO Site Tools. Carter will be speaking about just that – creating Google Chrome extensions! Brian Wheelis from Facebook may also touch on SEO and Facebook.

The Must See SchipulCon Speakers

• Dries Buytaert, the founder of Drupal…need I say more?
• Nicholas Skytland & Steven González with NASA, yes seriously, NASA!!
• Brock Wagner, the founder of Saint Arnold’s Brewery, the most delicious beer ever to come out of Texas.
• Brian Wheelis, Manager of Agency Management Operations  for Facebook

The list doesn’t end there. Check out all of the SchipulCon speakers and register today. There are even one day tickets for those who can’t make it to both days. If that’s not cool enough, tickets will also be sold at the door!

Just for reading this entire blog entry The SEM Blog would like to offer you a sweet discount off of SchipulCon tickets with this promo code: schipulpal

We look forward to seeing you!

What’s included in this premium account?

The premium package includes a number of exciting upgrades and new features including more insights and around the clock support from a Google Analytics expert.

Some of Google Analytics Premium’s new features:

• 24/7 live support
• custom training and support
• lifted data limits
• attribution modeling
• more custom variables
• data collection & reporting guarantees

“Premium is everything you need to give everyone in your business the ability to make better data-driven decisions to move from data to insights to action faster than ever.”

Along with this release, Google reassured current users by stating they will continue to develop and enhance the free version of Google Analytics that we all know and love.

Last week, I was privileged to go speak for the Public Relations Society of America Tampa Chapter on Search Engine Optimization for PR Professionals.

The group was fantastic with great questions, and it was an added bonus how beautiful the surroundings were!

A special thanks to the PRSA Tampa President Missy Hurley MacFarlane, APR & PRSA Tampa President-Elect Angela Walters for their hospitality & inviting me to come out. (And John Siebenthaler for designing the graphic at right!)

View the Full Presentation on Slideshare; Spiders, Bots & Crawlers — Oh My! A PR Professional’s Guide to Search Engine Optimization

View more presentations from Caitlin Kaluza

Presentation Recap

1. Search Engine Basics
2. Identifying Your Audience
3. Optimizing Your Website
4. Measuring Success

1) SEARCH ENGINE BASICS

• How Does a Search Engine Work? – 1. Spider crawls content, 2. Catalogs in index, 3. Algorithm determines what shows for any search
• Search Engines are deaf & blind
• Search Engine Relationships

2) IDENTIFYING YOUR AUDIENCE

• Establish a Baseline -  Set Up Google Analytics Tracking
• Research Your Target Market – Brainstorm, Keyword Suggestion Tools, Select 3 Key Phrases

3) OPTIMIZE YOUR WEBSITE

• What do Search Engines Look For?
• Content is King
• Logically Incorporate Keywords while Keeping Your Message – in text, in alt tags, in fancy words, in links
• Keep Your Site Fresh
• Optimize Across the Web – Local Listings, Online Advertising

4) MEASURE YOUR SUCCESS

• Visits vs. Conversions
• Is the phone ringing?

DMOZ is the largest open directory and many search engines like Google rely on it for additional information about a website. The main reasons to submit your site to DMOZ is to gain an authority backlink and consequently improve your search ranking.  It is free to submit your site to DMOZ but it can be a difficult process.  This blog post should help

How To: Submit Your Site to DMOZ

The first thing you should do when visiting dmoz.org is to run a search for the URL you plan to submit. This will ensure that you aren’t submitting a duplicate listing.

Assuming your search brought you no results, you are ready to choose a category. When you visit dmoz.org you will be brought to a page like the one below and faced with several category options. To save yourself some time you could do a search for your main keyword. In my example, the main keyword phrase is “human resources outsourcing.”

After searching for your keyword phrase you will be brought to a page with other web site listings that are hopefully in a category that also suits your website. Now click the category. For example, “Business: Human Resources: Outsourcing.”

Once you are inside the category, click “suggest URL” in the top right navigation.

On the “suggest URL” page you will have to input your web site URL and a title for the site. Below the “Site URL” box you can see that DMOZ has provided many rules that you should follow if you ever plan on getting into their directory. There are also rules for your site title such as not using all caps and always using the official name of the web site.

Once that is complete you can move on to the description. Keep your description at less than 30 words and avoid using all caps, promotional lingo (best, cheapest etc.), repeating the title and always check your spelling and grammar.

Enter your email address and the text from the captcha and press submit.  You will then be brought to a screen that lets you know your DMOZ submission was received.

DMOZ is run by volunteer editors, which explains why the wait for a URL submission can take weeks, months and even years. The important thing you can do at this point is to submit it and forget it. Do not submit your URL every few weeks. That will not speed up the process and could result in your web site being permanently banned from the directory.

In Webmaster Tools, you can manage different types of sites:

• a plain domain name (schipul.com)
• a subdomain (www.schipul.com/staff or blog.schipul.com)
• a domain with a subfolder path (schipul.com/people/ed-schipul/)

Before this update, only links that started with the exact URL of your site would be categorized as an internal link. Google acknowledges that most people consider schipul.com and www.schipul.com as the same site these days, with or without the “dubdubdub” (aka www). So as Google loves to do, they are adapting to this change. If you add either the schipul.com or www.schipul.com URL versions as your site, links from both the www and non-www versions will correctly count as internal links. Subdomains will now also be included as internal links.

In their blog post, Google included this nifty table to further explain the changes being made to internal vs. external backlink organization in Webmaster Tools:

So what does this mean for you?

When you cross-link subdomains they will be considered as internal links and not as external links or inbound links. Keep in mind, the number of internal links pointing to a page tells search engines how important a specific page is.

Also, inbound links refer to external links or links that come from other sites.  They  have more clout because other people are linking to you. So let’s say someone is cross-linking to your sub domain URL, (blog.schipul.com), your domain (schipul.com) will receive more clout because it’s an inbound link. Of course, we all want more clout.