Negative Keywords: Turning a Negative Into a Positive with PPC

When you first start a PPC campaign, whether it’s Google AdWords or Bing Ads, it’s likely that you will generate clicks from people whose searches are irrelevant to your ads. The reason for this is that you don’t know the types of searches that are triggering your ad to appear. After some time, you will begin to see trends in searches and that will allow you to negate the types of searches that won’t lead to any sort of profit. The way that you prevent these searches from appearing is by using negative keywords. Negative keywords block ads from showing up based on a person’s search terms. Overall, the negative keywords won’t be the same every team, but there are some negative keywords that you might find useful to use in negative keyword lists. Below are some of the negative keywords that I’ve compiled. Take a look and let me know if you have any other negative keywords that you feel would benefit this list.

Employment:

free

cheap

craigslist

ebay

youtube

job

jobs

career

careers

position

positions

occupation

occupations

employment

employer

employers

employee

employees

hire

hiring

full time

part time

reimbursement

wage

wages

work

pay

resume

resumes

intern

interns

recruitment

salary

salaries

Reference keywords:

about

definition

example

examples

history

map

maps

what are

what is

Research and Stats:

book

books

case study

case studies

research

statistics

stats

tutorial

tutorials

news

Education:

class

classes

course

courses

school

schools

university

universities

college

colleges

online class

online classes

training

Price:

cheap

free

inexpensive

bargain

bargains

discount

discounts

discounted

price

prices

pricing

quote

quotes

cost

fee

Other Keywords:

review

reviews

rating

ratings

opinion

opinions

article

articles

information

info

pics

picture

pictures

photo

photos

photograph

photographs

how to

how do i

gift

gifts

send

sending

regulation

regulations

law

laws

policy

policies

Which Content Management System (CMS) Should I Choose?

Choosing a content management system (CMS) is similar to getting up in the morning; it’s difficult and it takes time. While many people want a simple answer, in truth, no content management system is head over heels better than another. Each offers its users a variety of features that make it unique, and in the end, there are several to consider. Drupal, WordPress, and Joomla are the three most popular content management systems today, and different users will find one system to be more beneficial than another. But, how do you know which content management system will suit you best? With each system differing in theme availabilities, ease of use, customization and flexibility, there are many elements to consider before jumping right in. So if you’re wondering which content management system is best for you, check out the comparison below.

Customization

Over time, you may want to make changes to your site for whatever reason. What you don’t want to do is choose a CMS that is very hard to customize and later learn that you don’t know how to make any changes or that changes can’t be made. So to prevent that scenario, we’ll discuss how easy customization is within each CMS. WordPress has easily customizable contents, and it allows users to upgrade online. When upgrading online, WordPress alerts its users. Since WordPress is tailored to users with any level of technical expertise it is really easy to customize a site. Joomla is slightly harder to customize with less capabilities as far as editing options are concerned. But in terms of upgrading, Joomla is very easy. Compared to the other two content management systems, Drupal is the easiest to customize. One significant advantage of Drupal is that edits can be made to the root files of the program.

Control

How much control and flexibility you have within a CMS also carries value. As a user of a CMS, you don’t want to be limited in functionality. If there are changes that you want to make, you want to have a CMS that allows you that type of control. Further, you want a CMS that will allow you to complete a wide range of different actions. Drupal has by far the most control out of all three content management systems. Drupal allows its users do almost anything…almost. Drupal encourages its users to come up with their own unique solutions, which is a key feature of Drupal’s highly functional website. Also, there are a bevy of modules to choose from, each allowing its users to add new features to the system. Joomla allows users a considerable amount of control, while allowing its users an easier program as compared to Drupal. While Joomla doesn’t compare to Drupal in terms of Drupal’s extensive capabilities, Joomla is still more complex than WordPress. The program is designed to operate as a community platform, allowing users strong social networking features. When considering the flexibility that the systems have with content and structure, Joomla provides a nice middle ground between the other two platforms. WordPress, a CMS that is meant novices, gives its users a lot less control. WordPress is known for its high selection of templates and themes, which is part of the reason why WordPress has less capabilities compared to the other two most popular content management systems. Users of WordPress, prefer it because its easy to use and if work is being done through WordPress for a client, less instruction is required. So the negative is that users have less control over what they are able to do, but the positive is that it’s easier to use.

Ease of Use

This is another important consideration in choosing a CMS. Every CMS has many features, but you want a CMS that will be the easiest for you to use so that you don’t run into any problems going forward. So unless you plan on having someone help you out, how easy it is for you to use the CMS matters a lot. If you have very little technical expertise, WordPress is the route to take. It provides a simple interface and it’s the easiest site to understand. WordPress also allows users with more technical expertise to utilize and implement their skills. So it’s not only for beginners. The next easiest CMS is Joomla. A lot of times, you will find that Joomla is the happy medium between WordPress and Drupal. In this case, Joomla will require investing more time into learning Joomla’s structure and the different terminology that it uses. But overall, you shouldn’t need a significant amount of technical support. Drupal on the other hand is a bit more complex, but that’s what makes Drupal as effective as it is. Drupal will allow you to incorporate extensive features and as a result there are more benefits to using it. Drupal allows its users to create the most advanced sites, which requires some knowledge of technical language. In deciding between these content management systems, it’s important that you know where your technical abilities are at.

Who is Using Them?

Drupal: Fast Company, General Electric, Major League Soccer, NCAA, American Express, SBA.gov, and the White House.

Joomla: Barnes & Noble, IKEA, and Harvard University.

WordPress: Best Buy, Fortune, Time Inc., The New York Times, and Xerox.

Summary

Overall, the easiest site to use for beginners is WordPress. But if you plan on growing your company or if you have applicable programming experience, WordPress might not be the best solution. Joomla would be a good choice if your looking for a middle ground between Drupal and WordPress. If you’re looking for a powerful site that is easy to use, Joomla is the way to go. Joomla’s biggest benefit is its ability to create social networks, which is another reason people choose Joomla. For those who wish to use Drupal, it’s important to have a basic knowledge of common web programming languages. But if you have that experience, Drupal carries the most advantages. In the end, its probably in your best benefit to align your coding experience to the CMS you want to use.

6 Best Shark Tank Pitches and What Made Them So Great

What makes a sales pitch effective? On CNBC’s Shark Tank, it’s not only about the numbers and the idea, but it’s also about the presentation; the sales pitch. First, it’s important that the presentation is genuine. The audience, in this case the sharks, need to see that you really care about your product or service. A product may possess an exceptional sales record, but it will be tough for others to buy into your idea and invest in you if you fall flat on the presentation. That’s where a great sales pitch comes in.

There is a lot that goes into making a sales pitch effective. It needs to draw the audience in, tell a story, inform the audience, maintain credibility, establish a need, sell the value, and close the sale. On Shark Tank, not every sales pitch is convincing. But the following Shark Tank pitches were some of the best. Below you’ll find information on the best Shark Tank sales pitches and what made them so great.

6) ReadeRest, Rick Hopper

Magnetic eyeglass holder

Making a more convenient eyeglass holder is an idea that I’m sure a lot of people would invest in. So, Rick Hopper created a magnetic eyeglass holder that can be placed on your clothes. While presenting the product, Rick did an excellent job informing the sharks on why his product is needed. You can’t just take eyeglasses off and put them on the collar of a shirt, because it stretches the shirt out, and there is the potential of the glasses falling when you bend over. The way that Rick was able to verbally paint a picture for his audience was the reason the sharks bit on his product.

5) Breathometer, Charles Michael Yim

A Breathalyzer that plugs into your smartphone

Knowing if you’re sober enough to drive home is an important concern throughout the United States. To combat this situation and create a solution that is convenient; Charles made the first Smartphone Breathalyzer. To begin the presentation, Charles gave each of the sharks a glass of champagne, which was an excellent way to grab their attention and later show how the product works. It was this type of creativity that allowed him to come up with the idea as well as to create an effective sales pitch.

With drunk driving being a large concern in the country, Charles spent a majority of the time establishing the value his product would offer, and it was easier to see the opportunity that the product created because of the way the product was communicated.

4) Kisstixx, Dallas Robinson and Mike Buonomo

Flavor enhanced lip balm for kissing

Dallas and Mike pitched a lip balm for kissing. The idea behind it was that when you kiss someone, you taste several flavors creating a chemical reaction. A few ways their sales pitch was effective was by grabbing the sharks’ attention and keeping them entertained. Dallas began the pitch by describing his trouble in finding a lip balm that would prevent dry lips and also have a decent flavor. To show the product off, the two entrepreneurs convinced two sharks to try the product out by kissing each other. It was this type of energy and entertainment that made their pitch effective and memorable.

3) UniKey Technologies, Phil Dumas

Keyless entry system for homeowners

As technology continues to advance, new innovations will appear to make peoples lives more convenient. An example of this is UniKey Technologies, which aims to eliminate keys as a means of entering your home. The best aspect of Phil’s sales pitch was the research he did on his product and how he was able to assure the sharks that the investment was worth their while.

To assure the sharks that he would make a return on their investment, Phil mentioned Black & Decker’s interest in his product, as well as jokingly saying that he would sell all the products by himself if it came down to it. In the end, Phil’s charisma, his dedication, and thorough planning convinced the sharks to invest in his company.

2) Scrub Daddy, Aaron Krause

Scratch-free sponge

Not many people buy into infomercials, but Aaron Krause demonstrated how an excellent presentation can carry more leverage than the product itself. From the beginning, Aaron exhibited enthusiasm and passion for a product that few people get excited about.

Although the product had some intriguing features, what seemed to convince the sharks was how Aaron drew the audience in, identified his objectives, and sold the value. Aaron planned on using the money to produce more sponges in order to accomplish his vision of having Scrub Daddy in “every supermarket, drug store, Walgreen’s, (and) CVS.”  To Aaron, the price didn’t matter because he realized the value it would give to people that spend a lot of time cleaning, which is how Aaron persuaded the sharks to buy into his vision.

1) Bubba’s-Q Boneless Ribs, Al Baker

De-boned rib steak

The 1978 Defensive Rookie of the Year in the NFL, Al Baker, turned a lot of heads with his de-boned rib steak. But that wasn’t the only reason the sharks bought into his idea.  As soon as Al Baker started his pitch, he told the sharks that the reason he sought to create de-boned ribs was because his wife wouldn’t cook ribs because they’re too messy.  A story many people can relate to.

Al’s passion for ribs cannot be overlooked when watching his pitch, and you can tell how that passion rubbed off on the sharks. What also made Al’s pitch successful was how prepared he was for every question. Every question the sharks fired at him, Al offered an immediate response that answered the concerns of the sharks. Being that prepared allows you to cover the various doubts that buyers will have.

Lessons From Seth Godin’s “How to Get Your Ideas to Spread”

As an intern for Cowley Associates, I wanted to think of a way to tie some of my academic work to the work that I’m doing here; kill two birds with one stone. So when I was assigned a project aimed at creating a poster for a TED Talk, it seemed like an ideal way to pair the two together. After researching various talks, I decided to create a poster for Seth Godin’s talk on “How to Get Your Ideas to Spread.” The speech focuses on creating bizarre ideas in a world with many options and little time. To portray this message, Seth Godin discusses sliced bread, purple cows, and how Arby’s spent $85 million making a national advertisement that featured Tom Arnold as an oven mitt. The three lessons I gathered from Seth Godin’s speech,

1. Create Something Remarkable,

2. Being Very Good is Boring, and

3. Sell to People Who Are Listening,

are explored more below along with the poster I created. If you have any feedback or advice, leave me a comment and let me know what you’re thinking.

1) Create Something Remarkable

Most people associate the word remarkable with something that’s unusual and worthy of attention. It means that, but it also means something worth making a remark about. Every time you create something, it should be at a standard where people want to talk about it. Today, the amount of choices that people have available to them outweighs the time they have to consider the choices. That being said, if you want an idea to get noticed, it has to be remarkable. Because if its not, what’s the point of even having the idea?

One company that has excelled in creating remarkable content and products has been Nike. When Nike unveils new product lines, everyone is talking about them. This past summer during the World Cup, Nike attracted a lot of attention with an animated commercial they called “The Last Game.” The plot of the video depicted clones of professional soccer players taking over the game because they were ‘perfect,’ only to have the professional soccer players save the game of soccer by facing off against them in a winner takes all match. The plot alone makes the video remarkable, because it’s an idea that people wouldn’t of thought of.

2) Being Very Good Is Boring

In order to create something remarkable, you can’t be very good and you can’t be boring. Seth Godin discusses how having “very good” ideas is average and it won’t be effective because everyone produces ideas that are very good. In order to stick out, you need ideas that are new or ideas that are unique. The premise is to not be boring, but that also doesn’t mean coming up with super crazy ideas. If you want to create ideas that will get noticed, you have to figure out exactly what your consumers want and come up with ideas on how you’re going to give them what they want.

Being very good is also safe. Companies like Kodak and Sears have failed and struggled because they’ve been safe, and they’ve failed to realize what their consumers actually want. Kodak, a company that thrived in photography industry, didn’t fail because of its digital products. Actually, Kodak was the first company to invent a digital camera. Kodak failed because of fear that it would hurt the company’s film business. So, Kodak didn’t market the technology and ultimately failed because they played things safe.

3) Sell To People Who Are Listening

Find out who the innovators and opinion leaders are in your community and industry, and put your efforts in marketing to them. Seth Godin describes these two groups of people as the people that care the most about a brand and the people that enjoy listening about what you have to say because they want to know more. For those reasons, both of these groups have the most influence on whether or not your ideas succeed.

People who care the most about a company or brand are passionate to the point where they let other people know how passionate they are. So, by selling and marketing to these people you’re fueling their passion for your brand and they will continue to promote your brand because you helped them establish a loyalty in your brand.

One aspect of “How to Get Your Ideas to Spread” that I really like is that it’s not too specific. The lessons that are covered in Seth Godin’s talk can be applied to all businesses. As a marketing agency, getting ideas noticed and getting them to spread is what we do, but we aren’t the only ones doing it. Every business is an idea, but ideas can also refer to the content that businesses produce. Regardless, ideas can take a variety of forms and every business sets out to get their ideas to spread. Seth Godin offers a unique perspective on spreading ideas that you probably won’t find in any blog or article. To get the full effect, you have to watch the talk and listen to what he has to say because his outlook will make you think about your ideas differently.

Getting Your Ideas to Spread

SEO and SEM Terms You Need to Know

In the world of SEO and SEM, there is quite a bit for people to know. There is keyword density, internal links, landing pages, crawlers, local search results, SERPs, and other terms. If you’re new and not accustomed to internet marketing, some of the terminology can get confusing. To help you in understanding some of the key terms in the world of SEO and SEM, we put together a glossary of terms that you need to know.

301 Redirect

A message that the URL that you just tried to access is permanently unavailable. This happens when a URL has changed location and will not be appearing again.

302 Redirect

A message and form of redirection when a URL has changed location temporarily.

A/B Test

Displaying two different layouts of the same web page to visitors and tracking the differences in their behavior on page A and B. This testing is done to determine which web page is more effective.

AdWords

Google’s advertisement and link auction network.

Algorithm

The technology used by search engines to determine the search engines

Anchor Text

The part of a hyperlink that is clickable. Anchor text usually gives visitors information on what the linked page is about.

Back Link

Any link into a page or site from any other page or site.

Black Hat

SEO tactics that are counterproductive to best practices.

Bounce Rate

The percentage of visitors to a website that leave prior to viewing any other pages.

Bot (Robot or Crawler)

A search engine program that crawls the web, searches websites, and pulls necessary information in order to update a search engine’s index.

Conversion Rate

A percentage of visitors that complete a desired goal or action.

CPA (Cost Per Acquisition)

A measurement of the total cost of each sale or lead from the beginning to the end.

CPC (Cost Per Click)

Also referred to as Pay Per Click (PPC), CPC is a form of advertising where the advertiser agrees to pay a set fee every time someone clicks on an ad.

CPM (Cost Per Thousand)

A fee charged every time an ad appears for the 1,000th time.

CSS (Cascading Style Sheets)

A way of adding styles and changing the appearance of documents.

CTR (Click Through Rate)

The percentage of users that click on an ad.

Directory

A list of websites that are categorized into different topics.

Domain:

The primary address for your site.

HTML (Hypertext Markup Language)

The coding portion of a website that search engines read.

Inbound Link

A hyperlink to a web page from an outside web page that is set up to drive traffic to a website and improve its search engine ranking. Google’s search engine algorithm uses inbound links to determine how popular a particular website is.

Indexed Pages

Pages of a website that are stored by search engines.

Infographic

An image that displays various facts in a visually appealing way.

Internal Link

A link from one page on a website to another page on the same website.

Keyword

A word or phrase entered into a search engine for the purpose of finding relevant results. Specific keywords are targeted for advertising purposes to attract consumers using that word or phrase.

Keyword Density

The amount of times a specific word or phrase is used on a page. This is offered as a percentage by comparing the number of keywords on a page to the total number of words on a page.

Keyword Research

The process of determining which words or phrases people are most relevant and people are using the most in order to use those keywords in SEO and SEM.

Keyword Stuffing

A black hat SEO tactic that uses many keywords in an attempt to improve its search engine ranking.

KPI (Key Performance Indicators)

Ways of measuring online marketing goals.

Landing Page

A page that is strategically designed to get visitors to visit it.

Link Building

Offering a link to your website on other quality websites in an effort to drive traffic to the website and improve your website’s search engine ranking.

Local Search Result

Search results that are relevant to what was searched for (the query) based on the location.

Long Tail Keyword

Keyword Phrases with at least two or three words.

Meta Description

A few sentences that may appear in search results that describe the content of a page.

Organic (Natural) Search Results

The unpaid search results and listings that appear after a search.

PageRank (PR)

A way of placing importance on pages and websites. PageRank is apart of the numerous factors that go into Google’s Algorithm.

Panda

A Google algorithm that sorts websites into groups based on their quality and relevance to search results.

Query

The keyword a searcher enters into a search engine.

SEM (Search Engine Marketing)

The various advertising techniques that go into improving a website’s search engine ranking.

SEO (Search Engine Optimization)

The process of developing quality content and pairing it with a website that is tailored to rank higher in a search engine.

SERP (Search Engine Ranking Page)

This is the page that web searchers see after they enter information (the query) into a search engine.

Sitemap

A page that gives search engines a route to navigate through a website.

Social Bookmarking

Building relevant links on social platforms in order to bring in traffic.

Traffic

Visitors to a website.

User engagement

A measurement of the level of engagement a user shows through its action on the web. This measurement is not measured by search engines.

User experience

A measurement of the overall experience that people have with a website. This measurement IS measured by search engines.

White Hat

SEO tactics that have good quality and are honest.

Widget

An application that can be installed to serve a specific purpose on a web page.