As a small business marketer venturing into the world of digital advertising it’s easy to get lost in the shuffle. In order to fully utilize and reap the benefits of the digital advertising space in front you, its best to learn the ins and outs of how Search Engine Marketing works. Search Engine Marketing is a method of Internet advertising that promotes websites by increasing their visibility on search engine results pages. The two most import platforms you’ll be advertising on are Google and Bing.
These two search engines provide you with the tools necessary to start constructing your online presence. Before you start building, there’s one key step that every digital marketer should take – getting certified in AdWords and Bing Ads. Once you pass the Google AdWords or Bing ads exam you’ll become an accredited digital advertiser.
Taking the Bing Ads test first is a great way to prepare for the Google Adwords test because it’s shorter and some of the material is very similar. You must score at least 80% to pass. The test is comprised of 100 questions that you can complete at your leisure and best of all- it’s free.
Google’s AdWords test is comprised of 100 questions to complete in 120 minutes and costs 50 dollars. You need to score 85% to pass. After you complete the AdWords Fundamental exam you can also take the Search Advanced or Display Advanced exam to show that you really know your stuff!
Here are some tips to achieve your certifications:
- Use Their Resources: If you simply search “AdWords Study Guide” or “how to study for Bing Ads exam” you’ll get pages and pages of content that aim to provide you with helpful hints but many times that information is outdated or plain wrong. You’ll find that most online information about AdWords was created before 2013. The last time the test was updated was earlier this year so all that information is outdated. The best thing to do when studying for these exams is to use Google and Bing’s own study resources. Google calls theirs The Learning Center and provides up-to-date material to aid you in preparation for the exam. Bing has its own version of this, Bing Ads Training that will also help you step by step. It’s very important to Read More
Google AdWords is planning to launch a new tool called Keyword Planner, which is a hybrid between two current AdWords tools: Keyword Tool and Traffic Estimator. Google will launch this change to primarily help small business owners with digital advertising. This tool is said to launch in July 2013. Pricing Engine is here to give you the inside scoop.
Google created the original Keyword tool to help small business owners advertise their products so they wouldn’t need to deal with the hassle of learning the ins-and-outs of Search Engine Marketing. The Keyword Tool allows small business owners to identify relevant keywords that a consumer searches for when looking for related products. By identifying necessary keywords to include in their ads, small business owners can accurately target their ads at the right consumer, which is the primary purpose of search engine marketing.
When a small business owner searches for the usefulness of a keyword in the Keyword Tool, Google returns statistics of the amount of times the keyword is searched per year, suggests alternate keywords ideas, and discloses the amount of competition among other ads currently in the market. By doing this, a small business owner can easily compare whether this keyword is necessary for their ad.
The Google AdWords Traffic Estimator is another tool designed to simplify Search Engine Marketing by allowing small business owners to see the best way to utilize their limited budgets. In other words, the Keyword Traffic Tool estimates the amount of clicks an ad will receive based on the daily budget and the bid amount. This tool Read More
Pricing Engine wanted to see the recent trends in local digital advertising spend. It’s important to understand what factors are driving growth in digital advertising and what the future holds for the industry. We looked to different industry experts to see how they predict the future of local advertising. Here is what they had to say:
BIA/Kelsey, a market research firm, predicts digital advertising to make up increasing portions of local advertising. In 2012, BIA/Kelsey estimated digital advertising made up 17.4% of total local advertising. By 2017, its experts predict 27.6% of local advertising will be digital, an increase attributable to a $16.3 billion increase. BIA/Kelsey also attributes the increasing presence of digital advertising to mobile marketing, one of the most effective marketing tools up to date. Mobile marketing allows small businesses to target specific customers in their region and allows customers to search for local businesses at any time in any place. For this reason, its experts predict mobile search to increase revenue from $704 million is 2012 to $5.7 billion in 2017.
Borrell confirms BIA/Kelsey’s predictions by focusing their research on the role digital promotions play in mobile advertising. Borrell estimates digital promotions make up 65% of digital advertisements, because mobile marketing is effective. For a company, advertising by using digital promotions allows for more accurate targeting Read More
Search activity in the U.S. saw an all-time high last month - from the usual suspects: Google, Bing, and Yahoo!. What was unusual about last month was how search share was split by these search engines.
ComScore’s March 2013 vs. February 2013 report shows Google losing 0.4% of its search share, while Microsoft, Yahoo!, and Ask all gained share. The report also shows an estimated 20.4 billion desktop searches, according to Search Engine Land, which is an 11% increase from February 2013 and an all-time high.
Naturally, search share fluctuates. However, Microsoft has seen a steady incline since 2011. Although minute Read More
Competitive benchmarking is one of the most fundamental and valuable tools for successfully managing paid search campaigns.
At its heart, benchmarking is the practice of analyzing the performance of your competitors’ and industry’s paid search efforts in order to monitor, adjust and improve the relative performance of your own campaigns. [Source: Search Engine Watch]