POGO DIGITAL BLOG

On most major Pay Per Click platforms, there is a little known feature called “Dynamic Keyword Insertion”. Dynamic Keyword Insertion is one of those “dirty little secrets” used by PPC marketing agencies and is the cornerstone of the millions of Internet marketing eBooks written by self proclaimed “gurus”. Dynamic Keyword Insertion needs to be fully understood before it can become marginally effective and when it is, it can increase your ads click through rate (And subsequently quality score) massively.

This guide will show you how to correctly implement the Dynamic Keyword Insertion feature into your ads on the three major PPC advertising networks (Google, Yahoo and MSN). As always, test and understand before fully committing to any permanent changes.

SO WHAT EXACTLY IS DYNAMIC KEYWORD INSERTION?

As you may or may not know, all the major PPC search engines reward the relevancy of your PPC advertisement by showing keywords in bold in your ad. For example, below you can see an AdWords ad for RedFly Marketing. The keyword we are targeting is “PPC Management”.

As you can see the keywords we targeted and that triggered our ad were in BOLD in the ad. You can see that not only is the keyphrase “PPC Management” in the title of the ad bold, but the keyword in the ad copy and the display URL is also bold. This has been proven time and time again to increase your ads CTR. It makes your ad stand out more and “pull” a searchers eyes to it. We also know from my previous article on Adwords Quality Score that an increase in CTR will increase your quality score, bid rank and lower your minimum bid.

When your ads contain your keywords bolded, you are also showing an ad that a searcher explicitly wants to see. It appears super relevant and exactly what they are looking for.

So where does Dynamic Keyword Insertion come into play? What happens if you have a LOT of keywords? You COULD write individual ads for each one. Spending hours, days even weeks writing a different ad for each keyword. Or you could have Google/Yahoo/MSN insert the keywords that you want bolded dynamically.

Let me show you an example. Let’s take the following keyword list in a single ad group: (we’ll keep it small for the purpose of this demonstration)

Chocolate Bars

Stinger Bars

Lollypops

Brown Bread

As you can see, the above list of keywords are all somewhat related. Rather than splitting up all the keywords into smaller adgroups, you can write a SINGLE AD for them all and have the search engine place your keywords into your ad! Here is how the ad should be created:

Once you set this ad live, the search engine will automatically replace {KeyWord:Online Newsagents} in the ad with whatever keyword from your list that was searched for. Using the above list of search terms, The ads will look like this:

WHAT HAPPENS WHEN SOMEONE SEARCHES FOR A VARIATION OF MY KEYWORD THAT DOES NOT MATCH EXACTLY?

If you broad matched your keywords and someone searched for “Stinger Bars and Lollypops”, your ad would still show, however it would show the DEFAULT ad as shown below.

The default text is the text after the “{KeyWord:” part. In this example, it was “Online Newsagents”. Your default text should still fit the maximum characters limit.

      TIP: The ad title can expand past the 25 character limit and AdWords will accept it as long as the default text remains at 25 characters or less

You will notice that keywords can be dynamically inserted into ANY section of your ad, including your destination URL. This shows your keyword more times in your ad and is eye catching in so far as the keywords are bolded multiple times and appears more relevant to the user/searcher increasing your CTR and ultimately (hopefully) your conversions.

WHAT ABOUT QUALITY SCORE?

We have already gone over how having keywords in your ad title and ad text can improve AdWords quality score, unfortunately, Dynamic Keyword Insertion does not improve your quality score directly, however it can indirectly help your quality score by increasing your keywords CTR.

VARIATIONS AND CAPITALIZATION.

The standard format for dynamically inserting your keyword is this: {keyword:yourdefaulttext}

There are also variations you can use to capitalize your dynamically inserted keyword as follows:

• keyword – No capitalization, all word(s) are in lower case
  
• Keyword – The first word is capitalized
  
• KeyWord – Every word is capitalized
  
• KEYword – Every letter in first word is capitalized
  
• KEYWord -Every letter in the first word AND the first letter of the second
  
• KEYWORD – Every letter is capitalized
  

YAHOO AND ADCENTER.

Yahoo and MSN both allow Dynamic Keyword Insertion however unlike with AdWords, with them it is a “known feature”. There are options to dynamically insert keywords at the ad creation level. Yahoo even go so far as to say the Dynamic Keyword Insertion will increase the ads quality index (YSM quality score).

 

 

BE CAREFUL!

Dynamic Keyword Insertion is only valuable when closely managed and monitored. Ebay are notorious for running MASSIVE PPC campaigns with AdWords using Dynamic Keyword Insertion and making themselves look incredibly stupid. The bid on literally millions of dictionary words and combinations and end up with ridiculously structured irrelevant ads. Below you will find a small example.

 

 

IN CONCLUSION.

So there you have it. Although AdWords has very little documentation on this feature and some in the industry regard it as a close kept secret, you are now armed with a very powerful tool. We have seen CTR increases from 1% to 20% using this method alone. Be careful, use it wisely and where possible, insert the words manually into your ads. This is a time saver, not a substitute for human common sense.

 

See full discussion on http://www.redflymarketing.com/blog/dynamic-keyword-insertion-the-ultimate-guide/

How much do you spend on marketing your website? Has your website got the most of the market for you. Do you know that you can save a lot on the marketing budget especially on PPC if you optimize the on-site elements of your website well enough?

Let's take Google Adwords for example, the better Quality Score (QS) your site has the less you have to pay to CPC in order to maintain your position in PPC listing.

How to improve your landing page quality by optimising your website? Our guidelines is:

• Relevant and Original Content
• Transparency into the nature of your business, how your site interacts with a visitor's computer
• Navigability, i.e. providing a short and easy path for a user to purchase or receive the product or offer in your ad 
• Well structured web coding
• Page responding time and caching

Relevant and Original Content

If you would like to put selling CDs in your ad, you don't want the landing page to be talking about car customization. You need to pick up the most relevant page of your ad content and tell Google that what Google sees is what you describe in your ad. Put a good number of relevant keywords onto your landing page is important as by doing this you will emphasise your ad. But bear in mind that just dumping keywords onto the page could make Google think that you are doing keyword spamming. So well-designed content is needed.

Transparency into the nature of your business

Use simple English to describe your business. Making content complicated to be read by Google will not help your QS.

Navigability (sound user experience)

Can your site be easily navigated? The landing page needs to have links to the main sections of the site. Your audience needs to be able to find those links without any problem. And the most of all, those links have to be relevant to your business as well as to your ad.

Well structured web coding

So how Google read your content? Of course, from the top to the bottom of your page. So we think the sooner Search Engines start reading your content the better they understand your business. Unlike other web developers, we code the site in such a way that enable Google to read the main content a lot quicker and therefore our clients are getting higher QS on this feature.

Page responding time and caching

Website responding time is considered by Google. At the some occasion, slow website is not because of the low responding time on the server but the way of coding. Since CMS was introduced, a lot of websites are database driven. To get database structure and script right is the key to the performance of a website. We did a project of selling number plates, it normally takes no more than 0.05 second to finish a search among 39 million records (the same volumn of data of DVLA). Google likes it very much so as our client.

There are a few other bits that can improve your responding time are caching, Etags, gzip, minify scripts, CSS stripe and etc. With right skills implemented into development, your website can bring more opportunities or business than your competitors'.

Would like to find out more? Click here to contact us.

What is Marketing Based Web Design and Development? Marketing Based Web Design and Development is to implement esitablished marketing strategy into the web design/development in order to maximize the performance of the marketing campaign within a limit budget. Get a better results in marketing will benefit the sales process. Therefore bring more opportunities into the business.

Now why Marketing Based Web Design and Development is important? Let me ask you a simple question. What is the next step after setting up a website? Of course it is marketing. To get to top of Google is goal for every site owner. As we all know that we have to have some marketing budget in order to complete that goal in a short time period. But how to use the budget to make sure every penny is worth spent is one of the key things to a successful operation or busienss.

First of all, think of marketing strategy before getting a website set up. Why? Let's take Google for example. If you are running a PPC campaign, Google will charge you every time a visitor clicks your advert. The cost of that click will be based on the Quality Score (QS) of the keyword you are bidding. The higher QS you get, the less money you will spend per click. If you and your competitor are bidding the same keyword, you will spend less on per click than your competitor to get the similar position if you have a higher QS on the keyword. How to save the cost on this type of marketing? Get better QS! Now, how to get a higher QS? The answer is simple: make your home page / landing page as relevant as possible to the keyword(s) that you will be using in your marketing campaign.

Now what is the next after we have a marketing direction? Yes, to implement it into the web as this will help your marketing operation in the future. Why? Because this will help increasing your Page Rank quicker in doing SEO. A lot of people are talking about SEO and we know that there are on-site SEO and off-site SEO. And SEO is the ultimate method to get to the top of Google. Back links will help the Page Rank and that is a fact. So everybody is using off-site SEO to get as many back links as possible to the website. But not many people know that getting a better on-site SEO will double the benefit from those off-site SEO in terms of the Page Rank and keywords relevancy. Better Page Rank will push your position higher in Google and better keywords relevancy will save the cost in your online marketing. How to get a better on-site SEO? There are a lot of elements can be designed in the first place and developed after in a right way to please Search Engines.

Almost all business owners have to spend extra money which is unnecessary to optimize their websites while they are or about doing markeing campaign and off-site SEO. With the right web design and development in the first place, it could save them up to 40% of the cost of what they spend in online marketing.

We, POGO Digital Ltd, are the first company provide Marketing Based Web Design and Development in the UK aiming to cut down the online marketing cost for our clients. We will be able to provide suggestion that values to your online marketing strategy and design and develop your website to fit in your online marketing strategy. We can make a solid fundation for your online enterprise and you will see the high ROI yourself.

Would like to know more? Get in touch with us then.

On the new POGO Digital website, we use SiFR to get some nice font shown across all browsers.

We know that for some browsers CSS3 can bring a nice font to the front end user and make the whole page more fun (Look at this page to see how fantastic those fonts can be. Be aware that IE 6,7,8 are not supported). But the realitiy is that over 40% of internet users still using IE 6,7,8 and none of the current live IE versions supports font functionality in CSS3. So how do we overcome this problem if we want to show our users some interesting fonts? SiFR is the right choice!

SiFR package is a combination of SWF files and JavaScript. SWF files control the displaying font. As long as you know how to program flash, you know how to make a font file. The page needs to include libraries of flash and SiFR before calls the SiFR function to enable the none-web-secure font to be shown on your desired places of the web page.

With a large amount of market shares of IE 6,7,8, HTML5 and CSS3 will be hard to take over the internet. In my opinion, HTML5 and CSS3 will give the front end users a better surfing experience but bring more trouble to the web designers and web developers as they need to again make a few more configuration for adapt browsers on top of current multi configuration for multi browsers. I feel that a framework for HTML5 and CSS3 that auto detects browsers and auto loads configurations will be born in a short time period as it will free  developers' mind to focus on logic rather than fundamental settings just like why JQuery and YUI were born.

When the amount of records in the database is tiny or small, it is easy to get a complicated search under 0.01 sec. The database will copy the relevant records into the server's memory and then do the sorting and grouping and then return the results back to the application layer. Even the SQL script is badly written and/or complicated, all server needs to deal with is a couple of thousands records. It won't be any problem for any of the moden PC to handle. The worst scenario is to optimize the SQL script to get a fast speed.

Thinking of the time cost of the same logic SQL script performing on millions and millions of records, it will require not only the optimized SQL scripts but also the database structure. At some point, a well-planned database design can bring the whole system up to another upper level.

Different data requires different ways to be deal with. Get to know the data fist is always a good start.
We all know that computer only recongize 0 and 1. To get a faster searching speed among large data, in my opinion, the data that is searched the most frequently needs to be converted into ASCII code before storing into database. Searching digits is always faster than searching characters as the database will save some processing on translating characters into digits.

Caching the results is always a good practice as it enhances the performance of a system. Everyone knows that Google only returns a limited number of results on the page. Why? It would take ages for Google to get all document from every corner of its database. Once those results are found, Google caches it. The next time someone search the same thing, it just shows the cache which can be done under 1 sec.

In conclusion, first of all you need to know what data you will be dealing with and in what format those data will be presented. Then analyse it and try to categorise it. With a good caching support, your searching speed can be a blink of an eye.

Opencart is an open source shopping cart written in PHP that is rapidly growing in popularity. This is down to its strong logical MVC framework.

MVC explained:

Model: The database layer. All calls to the database are done here, referenced from the controller.
View: Template display for front and admin center. This is where the HTML/CSS/JAVASCRIPT show their magics.
Controller: Main controlling code base. This is where the functional logic code is processed.

What this all means is that Opencart's code is streamlined and easier to follow than some other bloated opensource ecommerce solutions such as OsCommerce and Zencart. Because it is so well orginazed in terms of class structure, you can complete data process in Controller, build logic control in View and etc. As long as you grab the essense of this system, you can get anything from anywhere you want.

Opencart also appeals to designers and shop owners alike because it is fast, secure, well supported and expandable. It caches images and data, the two most time and CPU comsuming objects in web contents processing. Talking about expandable, Opencart is strong enough to be worked as a framework. Look at the current software solutions in the market, we can easily find out that all CMS systems have got management features of pages, users, reviews, page categories and a WYSIWYG or similar Editor. All those features are included in Opencart. With further development, Opencart as a framework can handle almost all requirements in SME market.