How can you act like content? The key is to pick a relevant niche to which you can add value. It also doesn't hurt if this niche is something that people search for often. Use the Google Insights for Search tool to see what people are searching for as it relates to each of the niches you might create content around.
Don't just automatically pick the most popular. Remember, you must be able to demonstrate expertise on this topic - not to mention, you'll likely have strong competition in the organic listings for the most popular queries. Next, develop content that provides thought leadership on that niche without being too salesy. As your filter, think, "Would people link to this?"
Of course, your content should not be limited to your Web site or, for that matter, to the Web. What offline assets can you create that will extend your brand? What assets can you put out that people will find rich and helpful? Assets, in this context, can be defined broadly - marketing collateral, people, events, etc.
Sure enough, Google stamps out this process for everything from its logo to its AdWords reporting interface to the color shades it uses in toolbars. The latter is a particularly amusing tale covered by the New York Times in early 2009. As the story goes, Google was deciding what color to use for its toolbar on Google pages. One designer had chosen a blue that everyone seemed to like internally, but another had tested a green and found that users were more likely to click on that color. In turn, Google tested 41 different gradations before making the final decision.
Are you putting this much thought into your package design? How did you choose your brand iconography? What process do you use to vet various elements of your advertising creative and media placement? Google's answer would be to test everything. Clearly, Google's at the extreme end of the spectrum with its fanatical multivariate testing. But it's hard to argue with the results.
Search engine marketing (SEM) practitioners know all too well the importance of testing when it comes to optimizing their marketing programs. Testing is part of standard SEM protocol. Of course, what else would you expect from an industry built on the backs of the biggest tester of them all? The irony is that there are far fewer variables to control when dealing with text ads versus other formats like display, radio, and TV.
That said, when it comes to Google AdWords, there are numerous factors to take into account. Starting with the ad itself, you must consider the title, description, and URL. Each of these must be continually tweaked to extract every possible advantage on a crowded search results page. Additionally Google's Quality Score ranks ads based on relevancy and other criteria, many of which are related to the ad itself.
To further complicate matters, Google also has a laundry list of restrictions when it comes to what you can and can't say in your ad copy. You can't use superlatives in your title.. And, of course, you're limited to 25 characters of text for your headline and 35 for each of the 2 lines of body copy.
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