Google Adwords Update for May 2015

Google Adwords Basic Concepts and Updates for May 2015

Google Adwords is Simple, Complex, and Always Changing. 

I had the pleasure of finally being able to attend a meeting of the Fort Bend Internet Marketing Group in May, 2015. Presenting to and meeting this talented group of mostly independent marketing professionals was inspiring and educational.

My presentation covered some basic principles and processes involved with Google Adwords, which can help target your market more efficiently and effectively. I also covered some basic overviews on search engine marketing and the lead generation power of search engine optimization. Google is always tweaking this powerful lead generation tool, and not always for the convenience or advantage of the Adwords account holder!

Meetup is a valuable resource. 

If you live in the Fort Bend County and Houston regions, you are welcome to attend this group. Just RSVP and let the organizers know you'll be there by using the Meet-up Group web tool.

 The Fort Bend Internet Marketing Group can be contacted at:
http://www.meetup.com/Fort-Bend-Internet-Marketing-Meetup-Group/

You can download a copy of the May 2015 Google Adwords presentation I gave to the group, on Google Docs:
https://drive.google.com/file/d/0B5OYdawKrxwYSmtTc0dFTFNvWGM/view?usp=sharing

Recycle and Repurpose Old Webpages.

Repurpose, Reuse, and Recycle Search Engine Friendly webpages.

If possible, save B-to-B webpages which are getting superior search engine rankings but are starting to look obsolescent or out-of-date. Think before you delete. It doesn't pay to mindlessly remove an 'old' webpage which has proven SEO and Search Engine Results Page (SERP) success. If the webpage can re-purposed to a new productive use, take advantage of the situation.

An 'old' webpage, for example, which is ranking number one in organic search out of 3 million indexed webpages has real value. Keep it and recycle it if you can. Your lead generation results will thank you!

Old indexed pages with good index visibility have commercial value and should be retained if at all possible. The page content can be modified to meet new needs and circumstances.

Putting New Wine in Old Bottles:
The page content can be significantly changed to meet current and future needs. Perhaps there is an opportunity to create a niche content drill-down opportunity for long-tail search success, or add an allied page to enhance and promote a core service.

The ability to exploit an old webpage for new purposes is only limited by one's imagination and understanding of the business, and how the niche webpage can best serve the business.

But to simply delete the 'old' page without evaluating for future utility is a bad idea. Simplistic deletion can also harm your visibility on the web. If you must delete the page, redirect the URL to another relevant webpage as part of the deletion process. This will preserve some of the SERP history, at least for a while.

There have been many times where I've neutralized requests to 'remove' 'old' webpages because the content had become obsolete or 'wrong'. Instead, I've looked at the page history, navigation, lead generation, web analytics, and other visitor behaviors and related data. If the page has value, I've re-purposed the webpage and often created a more potent lead generation opportunity than before thanks to new and more focused content on a page which already had enviable SERP results.

A related request to 'dumping' webpages pages with relatively low levels of visitors can come from people convinced a webpage has little value because the monthly visits are 'low', say 200 a month, for example. This is a topic for another blog article, but the short answer is that in technical B-to-B web marketing quality visits are more important than quantity visits. You're targeting a tiny but extremely valuable market of decision makers and influencers. If those 200 monthly visitors are generating quality leads, then the page is doing its job and is highly valuable to the business.

Search Engine Marketing expert, trainer, teacher, and consultant Bruce Clay has published an informative article on webpage re-purposing:
A 6-Step Guide for Repurposing Content

What Web Marketing can do for you in 2017.

Web Marketing and Search Engine Optimization (SEO) accelerate business growth. 

That's what Web Marketing and SEO can do for you in 2017.

It's a new year with new marketing challenges; revenue growth, margin growth, market growth, resources, and more are high on the list for any professional B-to-B marketing and sales person.

One marketing need is crystal clear - - since good leads feed the business, marketers need to start FEEDING the BUSINESS.

Isn't this the same challenge as last year? And the year before?
Indeed it is.

So what are you going to do about it? 

Whatever else, don't forget these lead generation tools:

1. Web Marketing is a prime weapon in your arsenal for lead generation.
2. A prime component for effective Web Marketing must be Search Engine Marketing.
3. At the very heart of Web Marketing must be Search Engine Optimization (SEO).

I've been employing international Web Marketing and Search Engine Marketing strategies and tactics in my lead generation plans for over 13 years. Web leads have played a strategic, tactical and crucial role in helping grow multiple technical B-to-B business lines in both revenue and profit.

Our web marketing efforts have been producing quality lead generation volumes which have worked beyond anyone's wildest dreams way back in 2003. I'm accomplishing these results with only part of my work time devoted to web marketing... I still must deal with all the other marketing tasks which can easily fill up a day.

While I cannot divulge financial details, one of the business streams I supported received over 10,000 qualified web leads globally in one year alone. That business enjoyed superior revenue, profit, and profit-margin growth. Web leads are feeding that business. Just one person, myself, is managing the content, SEO, and campaigns which attracted and generated those 10,000+ leads, and on a part-time basis in terms of my total work time.

There is really no excuse to not work and engage with SEO on a regular and systemic basis. Web leads are by far the number one source of quality leads, from my experience.

Sanity Check: Web Leads are essential, but they're only part of an optimal mix of healthy lead generation. Outstanding leads are also generated from Referrals, Trade Shows, Advertising, Conferences, White Papers, and more. They must all be utilized. But Web Leads are the high volume and high quality lead generation source, if Search Engine Marketing principles are applied.

So what are you going to do about 2017 quality lead generation? 

My suggestion is: 

Get busy with Search Engine Marketing. Make it a priority.