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Digital Marketing

4 Tools Everyone In The Seo Industry Should Be Using

What is SEO

SEO is short for search engine optimisation. Search engine optimisation is a methodology of strategies, techniques and tactics used to increase the amount of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo and other search engines.

SEO is also about making your search engine results are relevant to the user’s search query so more people click the result when it is shown. In this process, snippets of text and meta data are optimised to ensure your snippet of information is appealing in the context of the search query to obtain a high CTR (click through rate) from search results.

Google Analytics

Google AnalyticsAnalytics is an entirely free program for tracking traffic patterns on your web-site. It integrates well with other Google applications such as AdSense and AdWords, which makes it all the more valuable. Custom dashboards are possible in this tool, including whatever metrics you wish to view details on.
The primary Visitors Overview screen helps you view your traffic patterns for the past month (or view patterns on your custom date selection). ‘Visitors’ also shows you the average time spent on your site, the bounce rate, and the percentage of new visits which summarises a good, high-level overview of how your site is doing. High pages/visit, high average time on your site, and a low bounce rate give you an idea of how useful visitors are finding your site once they arrive.

Other information regarding Traffic sources (to track if web traffic is coming from a variety of sources), Content (which depicts page views instead of visits), Conversions (of type Goals to track different kinds of action on your site like length of time spent, reaching a specific page etc and E-Commerce to know where your most profitable customers came from) can be easily obtained and managed via Analytics.

SEMRush

semrushThis is a paid tool which is ranked way up by many digital marketing guru’s. SEMRush lets you do keyword research, track keyword ranking, check backlinks and most importantly do a complete SEO audit of your blog. SEMRush makes it easier to find what keyword your site (or for that matter – any site!) is ranking for. Since, the tool has access to large amount of data from Bing and Google, it lets you see where the competitors are ranking for more than 95 million organic keywords.
Thus, it gets easier for you to determine how successful a keyword is for a particular domain and also to see the value of organic traffic coming to specific landing pages. Using this tool, you can find keywords which are driving traffic to your competitor’s website, following which you can write quality content based on those keywords and the valuable pearls of inputs gleaned.

Authority Labs

authoritylabsMonitoring rankings regularly is a key task for SEO. Authority Labs provides a daily SEO ranking reports tool which automates campaign monitoring, competitor tracking, and local rank tracking, thereby saving a lot of time. All you need to do is add the domains and keywords you want to track and its gets done!
Authority Labs provides daily rank checking on all the accounts, tracks search results at postal code or city level for accurate reporting, and adds domains or pages from any country and language offered by Google.
With Authority Labs, you can also track competitor domains and gain valuable insights. Moreover, the tool can be accessed by unlimited users for reporting at no extra cost.

Ahrefs

ahrefsAhrefs gives you a Site Explorer and backlink checker for providing SEO data. The suite includes SEO Report, Site Explorer, Domain Comparison, Backlinks Report and Batch Analysis. Site Explorer is the most popular tool of Ahrefs which is a backlinks profile checker that runs reports on URL or domain and gives key metrics on the number of referring pages/IPs/domains/subnets, backlinks, backlink types and anchor pages.

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Articles Digital Marketing

How to setup an ad-unit in DoubleClick for Publishers SB

One thing I would advise to you before you start creating any ad-unit, first do your planning. Creating ad-units are the easy part.

1. Planning your site inventory

Why do you need to do this, well, if you are planning to sell advertisement space on your website, you will need to know or at least tell your advertisers what inventory you have available to sell.

What is inventory? Inventory simply put, is any open space on a page you are prepared to make available for advertising. It doesn’t stop there, if your site consists of multiple sections or categories one will need to structure your ad-units in such a way to mirror your website structure.

In the end it will make it easier for you to sell ad space.

The best way to go about planning your site inventory, use Microsoft Excel. Start adding all your website sections and the size ads for each section you want to display.

Once you have a structure you can start with your ad-unit creation in DFP.

2. Creating an Ad-Unit

You can create ad-units in 2 different ways. Manually in DFP UI, or you can make use of the import feature. I will show you both ways, but if you have done your planning up-front, it would be easier for you to make use of you sheet you have already setup.

2.1 Creating an ad-unit in DFP UI

  1. Click the Inventory tab.
  2. Click New ad unit.
  3. Enter a Code, which is used to identify the ad unit in the associated ad tag. (I will explain to you in another article what an ad tag is).
  4. Enter a Name for the ad unit. You can change the name at any time. (Please take a look at the tips section below for some guidance on giving ad-unit names)
  5. Set the Sizes for the ad unit.
  6. Select Fixed size and then enter the size of the creatives the ad unit can host. You can enter multiple sizes if you want to use the same ad unit for multiple ad slots or across different platforms with different sizes, such as mobile and desktop.
  7. Define a target window, which identifies the browser window where an ad’s landing page will open. This value is set as the target attribute of the ad link.
  8. Click Add a labeling rule under Ad unit frequency caps to choose the number of impressions to be shown to each user per time period for the creatives that share the label.
  9. Set a refresh rate to determine how often a new ad impression is generated on a mobile app. If you select Refresh rate in seconds, DFP will auto-populate a value of 60, which you can change to 30 – 120 seconds.
  10. Click Save.

2.2 Creating an ad-unit/s with csv import feature

  1. Click the Inventory tab.
  2. Click Bulk upload new ad units.
  3. Click Download sample CSV file to download a file that you can use to define your ad units. Don’t change the column order or the column headings.
  4. Open the CSV file and make changes based on the examples and the descriptions in the tables below. When you’re done, save the CSV file.
  5. Click Choose File to find your CSV file.
  6. Click Upload and validate.
  7. Verify that the ad unit settings are correct.
  8. Click Confirm upload to upload the new ad units.
  9. The values for each column must follow the same formatting rules as those fields when you create an ad unit directly in DFP.

To read more about creating ad-units in DFP, please take a look at this article on DFP support.

Tips when creating ad-units

  • Often publishers choose to use codes that identify the ad unit’s location. For example, you might use the format SiteName_Section_SubSection_Location_PagePosition, and a specific ad unit code might be ABCPublisher_News_International_RightSidebarTop.
  • Only letters, numbers, underscores, hyphens, periods, asterisks, forward slashes, backslashes, exclamations, left angle brackets, right angle brackets, colons and parentheses are allowed.
  • Ad unit codes can be up to 100 characters in length.
  • Ad unit codes are not case-sensitive.
  • Associate the ad unit with one or more placements by clicking Add next to the appropriate placements.
  • If you’d like to maximize the revenue of unsold and non-guaranteed inventory with AdSense, select the Maximize revenue of unsold and remnant inventory with AdSense checkbox. (If all ad units in your network are enabled for AdSense by default, the AdSense inventory settings field will display Enabled.)
  • Ad units enabled for AdSense will only compete with AdSense if certain criteria are met; AdSense competition doesn’t work for ad units that are placed in mobile apps.
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Articles Digital Marketing

DoubleClick For Publishers Features Your Boss Wants To Know About

You are suggesting to your boss that you switch over to DoubleClick for Publishers (DFP ) as the companies new ad serving platform. Your boss wants to know about a few details of DoubleClick for Publishers before he decides to make the switch.

In this article I will take you through the key features why your boss will need to say yes to DoubleClick for Publishers small business.

1. Define your site’s ad inventory

DoubleClick for Publishers inventory managementWith DFP you can define inventory at granular levels to match how you sell your site’s , web, mobile or app ad inventory. This allows you to expand your array of sales opportunities.

DFP also made is very simple to generate tags which you can place on your website to create a link between your site and DFP.

2. Precisely target your ads

DoubleClick for Publishers Ad targetingWith DoubleClick for Publishers you can control when, where and to whom you want to serve a specific ad on your website. How do you do this you ask?

It’s very simple, DFP has a very advanced set of tools that enables to to schedule your direct sold ads, you can set a frequency cap on each ad so that you can limit the amount of times the ads displays to the same user.

With DFP you have the option of setting up campaigns with various pricing models for ex. cost-per-thousand-impressions (CPM), cost-per-click (CPC), and cost-per-day (CPD).

DFP  has advanced targeting built in which will allow you to serve ads to a user’s geography, bandwidth, browser, browser language, operating system, domain and if that is not enough you can set your ads to run only during specific hours or days.

DFP supports multiple format creative and it has a few built-in creative types to choose from, which makes it very easy for a campaign manager to upload creatives into DFP.

3. Selling and maximize revenue

DoubleClick for Publishers adsenseThere are 2 ways within DFP you can look how much inventory you have available to sell to your advertisers to avoid overbooking and underselling. Both ways are in real time.

With DFP you have the option of maximizing your revenue once you enable real-time competing between Google AdSense, third-party ad networks, and other non-guaranteed advertisers for any inventory on your website.

DFP Small Business will optimize your revenue by automatically selecting the highest paying ad.

4. Measure performance

DoubleClick for Publishers reportingDFP’s reporting tool is fast and flexible. It allows you to optimize campaign delivery and uncover new opportunities.
You have the option of running reports ad-hoc or you can even schedule reports on a daily, weekly or even monthly. That is not all, you can also share reports with internal stakeholders and advertisers.

It’s very easy to customize reports or if you are not sure how to use the reporting tool at first, there are built-in reports which you can make use of.

Feel confident in DFP Small Business’ ad impression measurement process, accredited by the MRC to be fully compliant with Interactive Advertising Bureau standards.

5. Lots more…

If the above doesn’t sell it to your boss, you can keep these last few points for lasts:

  • You can serve video ads.
  • You can serve ads on mobile web and apps.
  • It’s free to use the system, yes that is correct, it’s free up to 90 million impressions monthly. If you think you will be serving more that 90 million impressions monthly you might need to upgrade to the premium version which opens up even more possibilities and opportunities.
  • It’s powered, updated and supported by Google.

I’m sure your boss will love it if you tell him or her about all the advantages and if you need someone to come into your office to tell you more about the features or even help you getting it setup on your websites, you can contact me via my website.

Categories
Digital Marketing

Getting started with DoubleClick for Publishers SB

Getting started with DoubleClick for Publishers small business is not that difficult. In this article I will explain to you the steps you need to follow on how to create your own DFP small business account.

Introduction to DoubleClick for Publishers Small Business

What is DFP and why should you use it? Are you a publisher or you own your own blog? Is your website busy growing in audience? Are you looking at increasing your revenue? DFP is your answer.

DoubleClick for Publishers Small Business is a free ad management tool that helps you as a publisher sell, schedule, deliver, and measure all of your digital ad inventory.

1. Step one – Create an Google Adsense account

adsenseYou need to signup for a Google AdSense account as a default advertising service first before you can make use of DFP.

To signup for Adsense you need to visit http://google.com/adsense.

Adsense sigup process

  1. First step, you need to click on the green “sign up now button” and follow each step.
  2. You need to either login with an existing Google account or you need to create one first.
  3. Once you are signed in you need to follow the rest of the steps.
  4. After you submitted your request to Google, Google will review your submission and they will be in contact with you once they approved your submission.

2. Step two – Create a DoubleClick for Publishers Small Business account

You can continue to browse to https://www.google.com/dfp/ once Google approved your Adsense account. You will need to log into your Google account first before you can continue to log into DFP. Once you are logged in you will see the DFP dashboard.

As you can see, a few easy steps to create your Adsesne and DFP accounts.

I will be writing more about DoubleClick so please visit again and you might see more articles on Doubleclick.