Our May Promotion is Here, Sell More Hamburgers!

Our May Promotion celebrating National Hamburger Month starts May 1st!

Use 7Search PPC advertising to sell stuff on the internet. Sell hamburgers, sell widgets, sell your professional services. Just get the word out there! 7Search’s PPC advertising is a great way to do just that. Become an advertiser, go through the simple process of creating a campaign and crafting a text ad and target the people you want to sell to. Start driving traffic to your website with 7Search PPC advertising and start selling more Hamburgers or whatever else it is that you want to sell. Things like eBooks, or financial services, or shoes, or pet supplies, or laptops or widgets or… you see where we’re going with this?

Here’s how in 5 very easy steps:

Step 1:

Create a 7Search account by signing up through our promo landing page here.

Step 2:

Create a campaign, we’re going to name this one: “Sell More Hamburgers”

Step 3:

Add your keywords to target people that are searching for hamburgers and are open to buying some. Here's what we used:

Step 4

Create your ad copy.
On the top line we’re going to say: “5/5 People Polled Like Hamburgers”
On the description line we’re going to say “Our Hamburgers are delicious, order online for $5”
And on the third line will be the URL to our site: www.eatmorehamburgers.com

Step 5

Publish your ad! Now people that are searching for hamburgers on our network of publishers will be presented with your ad. If they’re hungry and want a hamburger now, they will click our ad and buy it. You can do the same thing! Sell More Hamburgers! Sell more electronics, sell more paper, sell more services, sell more widgets, sell whatever it is you sell online and use 7Search PPC traffic to help you drive those sales and put money in your pocket!

Start your first 7Search PPC now by visiting our promotion landing page and get a $50 bonus when you spend $100 through the month of June.

Sell More Hamburgers!

posted by A.Umer | 0 Comments

Got Mobile?

Traffic that is. You may or may not know that 7Search’s Display Platform offers mobile publishing opportunities. This is a fairly new addition, but the response we’ve received has been overwhelming. Both publishers and advertisers have been helping us fine tune the system to provide the best experience possible. When we say fine tune, we mean that we’ve made it very easy for publishers to display great ads in a format that works for them.

How do we do this? To begin with, we’ve recruited a pool of quality advertisers that result in in increased revenue for our publishers. And for the publishers? Options galore! We have 5 dedicated mobile ad sizes to allow for tasteful ad integration into your mobile pages and apps. Publishers can choose from the following sizes:

  • Extra Large Banner (300x50)
  • Large Banner (216x36)
  • Medium Banner (168x28)
  • Small Banner (120x20)
  • [Mobile] Standard Banner (320x50)

Here are those ad sizes illustrated:

In addition to the above, publishers are able to display traditional ad sizes to mobile traffic to capture tablet traffic and take advantage of interstitial advertising opportunities within apps.

We’ve got an aggressive revenue share program in place at 65% which pays out at net10. The minimum payout amount is $50 payable by check or wire transfer.

We’re in the process of expanding our mobile offering (thanks to the AWESOME response we’ve been getting) so it’s a great time to get in on the ground floor with this, so to speak. To get started as a publisher and to maximize your traffic monetization strategy, head on over to 7Search.com/display and click on “Learn More” to sign up and become a publisher.

Also, (spoiler alert) stay tuned – we’re rolling out mobile capabilities to our search platform too! Keep an eye on our Facebook and Twitter for that announcement!

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7Search Spotlight: Import Bing® Campaigns to Your 7Search Account

The 7Search team has been hard at work this year adding the functionality our users want.  Our newest account feature is the Bing® Campaign Upload link. These “7Search friendly” campaigns will be automatically created, significantly minimizing the time needed to bring your best campaigns over to our network.

What you’ll need to get started*

1. Your active ad campaigns, exported using Bing® Ads Editor. [get it here]

2. An active 7Search account.

Uploading Your Campaigns

Step 1: Visit the Tools Section of your Account:

Step 2: Click the Import Bing® Ads Campaign link:

Step 3: Choose your exported campaigns file and click the Upload to Review>> button:

Step 4: Follow the prompts to complete the campaign(s) creation process

adwords to 7search

Things You Should Know

•Keywords that have not been searched across our network during the last 90 days will not be uploaded to your account.

•You can import a maximum of 50 campaigns.

•Each campaign can have a maximum of 500 negative keywords.

•Any keywords with bids above $0.50 will be added at that value. Please update your bids to desired levels once the import is complete.

You can only import active campaigns. Paused campaigns & keywords will be skipped during the import process.

That’s all it takes to port your Bing® advertising campaigns into your 7Search account! We’d love to hear your feedback on this feature, as well as suggestions for additional updates. Reach out to us on Twitter or Facebook to share your feedback today.

Ready to Get Started? Become a 7Search Advertiser Below:


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4 Ways to Keep Successful Campaigns Successful

Advertising online can be like navigating a minefield, there’s a lot of configuration that goes into a successful ad campaign. You need to account for targeting, copy, ad offers and a landing page that leads to a successful conversion. Those are a lot of elements that need optimization so that they all work together well and efficiently. Once you’ve completed that marketing alchemy and hit upon a campaign that improves gold, you’re still not done. PPC ads have been known to stagnate, and they can get old over time. Rather than let your good work go to waste, here are 4 things you can do keep your campaigns fresh in an effort to keep your results positive and your tweaking to a minimum

1. Timing

Timing can play a critical role in maximizing your ad spend. Review the date in your campaign and look at when your ads have performed the best and when they’ve performed the worst. Use the 7Search day-parting feature and begin limiting when your ads show so that you’re getting the most bang for your buck. Of course, every time you tweak you’re going to want to adjust your day-parting hours to see how other times are performing (or if different copy influences click through at different times). It’s an easy rabbit-hole to get lost in, but simple adjustments to start with are definitely recommended.

In addition, look at where your ads are performing well and implement 7Search’s geo-targeting feature to concentrate your ads in countries that are most receptive to your ads and begin testing out new copy in regions that haven’t performed so well.

Also, for long running campaigns, it won’t hurt to take a look at seasonality. If there are certain times during the year when the campaign has performed better (or worse), identify why that is. It could be a holiday or even climate related, and make the necessary adjustments to take advantage of the cyclical flow of traffic.

2. Refresh Your Copy

Try out new ad copy, the same old ads with the same old words can get stale, and with that, the copy won’t stand out like it used to. Create new campaigns in the 7Search system with the exact same targeting but change out elements of the ad copy, a stronger call to action or different wording of the descriptive text can breathe new life into a campaign. Give it a shot and to keep from going stale.

You can change copy that highlight your benefits and give yourself some added value. now that you have established yourself show off your success. Use social proof and back it up with numbers, build your brand! Make powerful statements such as “We were voted #1 in customer service, see why!” or “There’s a reason we shipped 500K units of ABC last year– Price!” This tells the searcher that many customers used your service, and you’re doing something right.

3. A/B Testing

Now that you have put the worry of creating a successful campaign behind you, begin looking forward and do some simple split tests. As above, create new 7Search campaigns to test out different copy. Try different pricing structures or offering better deals (free shipping and returns, anyone?) to make your product or service even more attractive than it already is. Maybe your product would do well with a price bump? Give it a shot, create a landing page to reflect your changes.

While you’re tweaking landing pages, add some elements you may not have already. Maybe you have the correct elements but they’re positioned awkwardly. Tweak your design to be as useful to the viewer as possible. Add credibility elements, like testimonials and company logos of brands you carry or that purchase from you.

4. Isolate the Winners

The bottom line is to keep trying new things and testing them against what already works. Try to isolate the elements of your ads that are working to become a true marketing alchemist. It might be copy, it might be your landing page, it might be the timing of your ad. Keep interchanging elements and changing things. The best way to keep your already successful campaigns successful is to never let them stagnate. Things change, competitors enter and exit the market, and innovation is always taking place. Establish yourself and roll with the punches to outdo your competitors. Staying on top of your PPC campaigns and refining the elements consistently will keep you on top. Good luck!

posted by A.Umer | 0 Comments

7Search’s Stellar Customer Service

It’s typically good life advice to be humble, to not boast and be full of yourself, because honestly, nobody likes that guy. However there are always exceptions to the rule. There’s nothing wrong with being satisfied in your hard work and being proud of what you do. If you’re doing a really great job and feel you deserve some recognition, by all means toot your own horn. It’s okay to let the world know that you’ve worked hard and accomplished something great.

To that effect, we at 7Search feel we need to toot our own horn. Since day 1 we’ve offered something that no one in the self-serve PPC space has offered, live customer service. In fact, many of our competitors have a customer base that is very vocal about the lack of human interaction. We are very proud to say that excellent customer service is not an area that we lack in. Our team works tirelessly to make sure our advertisers and publishers are happy.

This team goes above and beyond. Not only do they help with the housekeeping involved in setting up and funding accounts. Our team takes the time to help both the noobs and the experienced with optimizing their campaigns for the 7Search network. These guys provide awesome tips to becoming successful with our network. We’ve even got our NAT program that’s dedicated to newbies that are learning about PPC. Every advertiser that signs up is automatically enrolled in NAT (New Advertiser Training) and for 2 weeks, for all intents and purposes, that advertiser has a personal tutor they can call upon for whenever they need help.

This team goes beyond PPC support. You can count on them to tell you what you’re doing incorrectly. Whether it’s inaccurate keyword selection for your campaign, or plain bad copy that’s making you miss out on sales, our team will let you know.

We’re extremely proud of our hard working team. Not only are they available by phone. You can email and chat with them live, online, too. If you haven’t been in touch with our team yet, you’re missing out! Visit this link and that’s where you’ll find all the information you need to reach our team. They’re available 9AM to 5PM Central US time, Monday through Friday.

posted by A.Umer | 2 Comments

The 7Search XML Feed

The 7Search XML Feed is the intersecting point where we connect our advertisers and publishers. Our XML feed delivers our advertiser’s ads to our publisher sites. Publishers that implement the 7Search XML Feed on their site now have a very powerful ad delivery platform as part of their site which allows them to efficiently monetize their traffic.

In order to participate in the XML Traffic Distribution Partnership and gain access to 7Search’s portfolio of over 8,500 active 7Search advertisers the websites have to meet our strict Partnership Requirements. A few of which are:

  • Your website must be listed in the top 100,000 websites as measured by Alexa.
  • 7Search results should be shown only to surfers located in English speaking countries.
  • Surfers should not be incentivized to conduct a search or to click on an advertiser listing. The search and click should be a result of the surfers’ own volition.

7Search takes pride in its reputation for having some of the toughest traffic quality requirements in the industry. Our goal is to deliver the best quality converting traffic possible. To that end we own several patents that deal specifically with Traffic Fraud and Surfer Behavior.

So what makes 7Search’s XML Feed so attractive?

  • We serve over 4.1 billion (with a B!) searches per month.
  • Over 4.5 million unique keywords on our network serve results.
  • The XML Feed latency is well under 80ms, ensuring terrific performance of your site.
  • Profitability! You earn 60-75% of the revenue earned on EVERY click!

If you’ve been thinking about monetizing the traffic on your site effectively, reach out to our Team and find out more about our XML feed. It’s a very easy and profitable solution to that age old question – “How can I make some money?”

posted by A.Umer | 0 Comments

3 Things That Make Pay Per Text Ads the Best Monetization Strategy for Your Blog

7Search offers a wide range of money making ad opportunities. The best fit for you will depend on the type of website you run. If you run a blog and are a heavy content creator, 7Search’s Pay Per Text ads are far and away the best option to monetize your blog or news site.

1. Pay Per Text ads are in-line

Embed your ads in your articles and content without distracting the reader. Free up valuable, above the fold screen real estate for your content and monetize the words of your choosing. It’s a simple hyperlink that when clicked, will take your users to relevant search results.

2. Super easy to create and implement

Pay Per Text ads are a snap to implement into your site. Simply enter in the URL’s you’re going to display the ads on, choose the category of ads you want displayed and the relevant keywords and phrases.

Once you’ve got that done, we’ll generate the code! Take that code and put it on your site and boom(!), you’re displaying 7Search Pay Per Text ads.

3. Get paid!

Put the 7Search Pay Per Text ads on your site and earn some serious money! Partners (you, the website owner and administrator) will earn 50% of the bid prices each time your users click on a Pay Per Text ad and successfully go to an advertiser’s website. That adds up quick!

Talk to a 7Seach team member today to get started! You can call email or chat!

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New Feature Alert: Link your 7Search PPC and 7Search Display Accounts!

As our display platform matures, our advertisers will notice more integration between our PPC and Display andvertising platforms.

Previously, advertisers on both platforms had separate logins for their PPC and display accounts making it necessary to sign into each independently of each other. That need is a thing of the past! Advertisers can now link Display and PPC accounts and only have to login once to access both.

Now you can manage your Display ads right from your PPC account.

Sign in and click on the “Display Ads” tab as shown above to link your Display and PPC accounts. If you haven’t created a Display ad account, you’re missing some quality traffic. We’re doing great things with our rich media ads. Click that tab and sign up as a 7Search Display advertiser!

We’ve spent over a year testing and improving our display network. See what we’ve accomplished. We’ve gotten great feedback so far and will be expanding the platform even further. If you have any suggestions be sure to let us know! You can make your suggestions heard on our Facebook and Twitter pages!

7Search Spotlight: Ad Scheduling Tool


Did you know your 7Search advertising account features a little known gem that can help improve campaign performance? Our available Ad Scheduling Tool allows users to set their ads to run during specific times throughout the day. It also allows users to turn off ads, or lower the bids they pay for the traffic during off peak times.

Want access to this tool? Email us today to have it activated in your account!

Getting started is quick and easy following the steps below:

  • Step 1: Go to the My Campaigns page and click on the ad you wish to modify. This will direct you to the Manage Keywords page for that campaign.
  • Step 2: Click the Edit Campaign Link.
  • Step 3: Scroll to the bottom of the page & click the Edit link under Campaign Scheduling.
  • Step 4: Update to the appropriate time zone for your offer (very important)
  • Step 5: Click the boxes for the times that you wish to disable your campaign. Darken the “off” circle, and click the Apply button:
  • Ad Scheduling Tool

  • Step 6: Review Your New Settings in the Campaign Scheduling section:
  • 7Search Ad Schedule

Pro Tip: You can also choose to lower your bids during off peak times instead of pausing your ad altogether. Darken the “bid adjust down %” circle to access this feature. You will still need to choose the corresponding time boxes and click “apply” when done.

*Please notify us if any issues or inconsistencies occur so that we can quickly address them. Please note that there may be a small percentage of carryover clicks as our partners cache their systems. The discrepancy will be minimal.

The 3 Things You Need to Know About Accessory Ads

Accessory Ads are the easy way to publish 7Search ads on your blog or ecommerce site (or any webpage you want to advertise on).

So, what are Accessory Ads? Simply put, Accessory Ads are 7Search’s comparable offering to AdSense. Accessory Ads are not a 1:1 equivalent to AdSense, there are plenty of differences between the two products. Accessory Ads are a “zone” of PPC ads on your site that will rotate. Accessory Ads are contextually aware so they complement your content, and that should help you generate revenue too!

This is what Accessory Ads look like:

Very simple, very clean!

So here’s what you need to know:

  1. You can choose the category of ads you want displayed on your site in the Accessory Ads space. This ensures that you’re not promoting competitors on your site, and that you’re delivering ads that are relevant to your visitors.
  2. Every click on a 7Search ad earns you money. Specifically, you’ll earn 60% of the value of the keyword. Contact our team if you want to find out more about our partnership offerings.
  3. Accessory Ads are auto-optimizing. The ads that have the most engagement on your site are shown with greater frequency to increase your revenue.

If you’re looking for a simple monetization strategy for your website, look no further than 7Search Accessory Ads. Accessory Ads are simple and they’re smart, not to mention really easy to implement.

Find out more about them here, or reach out to our team and talk to someone about Accessory Ads. Don’t hesitate to reach out on our Facebook and Twitter pages either!

posted by A.Umer | 0 Comments

6 Steps to Get the Sale

1. Be human, be clear

Oftentimes for an online business, their ads are typically the first introduction to a potential customer. The ad itself can take any form. It could be a PPC text ad or a banner display ad. On the 7Search network it could be either. Whatever medium you choose to use, your goal is to target and attract new customers to your site.

First impressions make an impact, and in this case your ad has to make that impact, so make sure it’s a good one. Start with being human – address your potential customer like you would a friend. For example, your ad could say something like “Are you looking for a great price on TVs?” instead of “Televisions at a great price!” Address the consumer, get their attention by being human and engaging them in conversation.

2. Don’t be ambiguous

Building upon the human approach, be absolutely clear when making a statement. No one likes, or trusts, wishy-washy statements. Don’t give a potential customer an excuse to overlook your ad and move on to the next one. Continuing with our ad above, a good extension of that would be “Are you looking for a great price on TVs? We guarantee the lowest prices online.” That’s much more confidence inspiring than saying “Our prices are usually the best.”

3. The call to action should be clear

The ad for our TV retail website now incorporates the human and direct approach. The only thing missing is the call to action. Make sure the call to action is a clear invitation to get the user to do what you want. This is a fine line to tread. It shouldn’t be “Buy our TVs now” (It’s a strong call to action, but don’t be a bully!)

You also don’t want to make a call to action that beats around the bush. Something like “Visit our website to find the perfect deal for you” is a great call to action. Who doesn’t want the perfect deal? It’s human, it’s clear and it’s enticing. If you’re in the market for a TV and you read:

“Are you looking for a great price on TVs? We guarantee the lowest prices online. Visit our website to find the perfect deal for you.”

That is a perfect ad. It addresses a problem, reinforces your value proposition as the solution to the problem and it makes a sincere case for the viewer to click on the ad and find out more about what you’re talking about.

Now let’s move on beyond the ad to ensure a sale.

4. Be forthright (with pricing)

Now that you’ve used your ad successfully to get a viewer to your site, what do they see? Is it the home page of your consumer electronics site? No. It should be a landing page dedicated to TVs or at least a product page featuring all your TVs sorted by best price. Our ad promised the best prices, so we’re going to do our best to show off that that is true, right away.

5. Make first steps very easy

Large buttons that say “Buy this” is a no-brainer, but does your product page answer all of the potential questions the customer may have? Be sure to include a thorough product description, plenty of pictures and if you’re going above and beyond, an FAQ as well as outside reviews to strengthen how great this product is. Your product page should sell the product and be a great resource, too.

6. Be supportive

Customers can be finicky, so inspire confidence even after the purchase. Always send out a confirmation email of the order. Update your customers on the shipping process. Answer any follow-up questions they may have. As a company that is new to this customer, try to ensure the best experience possible so that you can keep the customer and have them tell their friends. That’s the power of a well-placed and excellently executed ad.

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Impressions Matter

On a network like 7Search, it’s easy to overlook a Key Performance Indicator (KPI) like impressions. That’s because our PPC network is based on a Cost Per Click (CPC) model. Advertisers pay for each click they receive, with the actual amount paid based on the amount bid. With a CPC model (like 7Search’s) it’s easy to fall into the trap of not worrying about ad impressions. You’re not charged by impressions so why does it matter, right? Wrong. Here’s why your ad impressions matter:

As a 7Search advertiser, you’re not charged on an impression(CPM) basis and that's a good thing. With CPC you're paying per ad engagement, which is a great model! It allows for you to accurately judge how great your ads really are based on the clicks they get. Impressions on 7Search are important because they can be a good indicator of overall campaign health. There are two things to look out for when it comes to impressions – 1. You have lots of impressions and very few/no clicks. 2. The amount of impressions your campaigns are generating are very low. Let’s take a look at each scenario individually.

1.) Lots of impressions, but very few/no clicks

Some may (incorrectly) think this is an indirect positive of their 7Search campaign. Their ads are being seen by a lot of people and they’re not paying for it. Win-win! Nope, that is absolutely not the case. Try asking yourself why no one is clicking on your ads. Isn’t that the goal? Get people to click on your ads, go to your website, and complete a desired action? Yes, that is the goal -- don't lose sight of it.

When I see a campaign with very high impressions and low clicks, my immediate strategy is to change the ad copy and see if that makes a difference. If that doesn’t make a difference, it’s time to change the keywords in my campaign so that it’s more targeted to the users I’m going after. Remember, optimize for clicks and conversions. Keep an eye on your impressions and make sure people are interacting with your ads.

2.) The number of impressions are very low

It’s hard to justify spending time tweaking and optimizing a campaign when hardly anyone is seeing your ads. On 7Search there are two possible reasons why your ad impressions are low.

First, take a look at your keywords and what you’re bidding on them. Our handy Keyword Suggestion Tool can help with that. Are you being outbid? If the top bid is $0.11 and you’re bidding $0.05, your ad is being buried. Step up and bid $0.12 so that you are the top bidder and so your ads can be seen. Do this with all of the keywords in your campaign to maximize your exposure.

Second, if increasing your bids does not work, it’s possible that you’ve over-optimized your campaign and the targeting parameters are too narrow. As an example, it's possible to have just ten keywords in a campaign, and that's not a bad thing if those keywords are receiving a large number of searches. See the Keyword Suggestion Tool to make sure your keywords are generating a good amount of traffic. If the ten keywords aren’t getting a lot of searches, it’s time to look into adding some broader terms to your campaign to increase exposure. In the same vein, open up your targeting options so you are targeting a wider geographic area.

Don’t limit your campaigns, use broad keywords to see what works and then drill down and optimize. Starting with limitations can be tough, so keep the initial campaign as unfettered as you can, while sticking to basic, broad keywords in the category you’re targeting.

So while we do offer an awesome, transparent CPC bidding model, keep an eye on your impressions. They can tell you more than you may think. Now go create some killer campaigns!

posted by A.Umer | 0 Comments

7Search’s 2013 Trade Show Circuit is Coming to a Close!

Our last shows of the year are only a week away. Come see us in New York at AdTech or in our home city of Chicago at SES.

AdTech New York – November 6th and 7th at the Javits Convention Center

If in New York for AdTech, come see us at booth #511. As usual we’ll be talking all things 7Search PPC, and discussing our new Display Network. We’re also going to be showing off our newly redesigned Keyword Suggestion Tool! You can check it out for yourself here.

If you can’t make it, follow along with developments on our Twitter page. You can also following the #adtechny to see what everyone’s saying about the event.

SES Chicago – November 4th through the 7th at the Chicago Marriott Downtown Magnificent Mile

If you’ve attended an SES show in the US in the last couple years, you’ve almost certainly seen our team exhibiting. At this year’s SES Chicago show, we’re taking a different approach. We’re sponsoring the Day 2 Keynote and a few of the track sessions. If you’re looking for us, here’s how to find us:

Day 1

We’re sponsoring all of the sessions in the Paid Track, starting at 10:30am to 4:30PM. Be on the lookout for our staff outside of the track, as always we’ll be talking all things 7Search!

Day 2

We’re sponsoring the keynote event. The speakers are Daina Middleton and Adam Singer.

We’re going to be available to talk to at the Meet the Experts Roundtable on both day 1 and 2, the topic of discussion will be Keyword Analysis. Stop by to chat!

posted by A.Umer | 0 Comments

Take Your Brand New Business from 0-100

Imagine you’ve got the idea, the product, the website and the resources to sell the next big thing. There’s nothing more frustrating than a slow day 1 of business. You’re at the peak of your enthusiasm, only to be let down with flat traffic. You have a Facebook page, an actively engaged Twitter following, and your SEO is top-notch, you just need the traffic. What do you do? How do you go from 0 to 100? How do you kickstart traffic that is actually interested in doing business with you? You know who your customers are. You’ve done the market research and you’re aware of what demographics will respond favorably to your offering.

As a smart entrepreneur, you know what you need to do. Advertise. Start with PPC and Display. Take your sales pitch and condense it into an easily digestible message, one that can be communicated at a glance. Come up with goals, a budget and go to town.

So why is advertising online the first option for an entrepreneur trying to drive to traffic to their site? There are 3 parts to the answer.

  1. Advertising gets you traffic immediately by getting your message in front of people immediately.
  2. You’re able to control the message. Feel like your call to action could be stronger? Change it. You’re able to experiment and improve your ads at will.
  3. Control who sees your ads. All that market research you did. Those demographics you suspect might respond well to your product. Targeted advertising gives you the opportunity to validate your research. Targeting can get very specific, so use that to your advantage. Keep your budget in check and your ROI up.

Online advertising works! Go from 0-100 in as much time as it takes you to setup a campaign. Adjust and tweak on the fly and start building a base of loyal customers. You don’t have to take out an expensive ad, release it into the wild, and hope that it performs. The level of control is nothing short of satisfying for budding entrepreneurs. The best part is that it’s scalable! Doing well? Ramp up your budget and get more exposure. Every entrepreneur with a website should learn about advertising online. It’s simply the best way to start driving customers to your website.

If you’re brand new to the world of internet advertising, the 7Search team has your back! Every new advertiser is automatically enrolled in our New Advertiser Training program, so you can have all your questions answered and be armed with the knowledge to create successful 7Search campaigns. Try out our PPC and Display networks and get started driving traffic to your site.

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Your Keywords are Your Campaign

Online marketing can sound very easy to a beginner. “Online marketing” is such a catch-all phrase that it can be misleading, and if you’re not careful, it can lead to getting in over your head, beginner or not. It’s become an umbrella term, under which, you can place many types of distinct marketing practices. Among them are: social media marketing, SEM (which branches into PPC, display, remarketing etc.) SEO, organic growth, community management, email marketing, content marketing, and affiliate marketing. That’s only naming a few. In a nutshell, online marketing, marketing online, or digital marketing, whichever term you prefer (not necessarily listed here), is a very diverse field. Don’t take my word for it, check out the Wikipedia entry!

All of these separate disciplines of digital marketing do share some common properties. Whether you’re posting on your company’s Facebook page or serving up text ads, your goal is to reach people online that have not necessarily heard of you before. You’re trying to reach people with some sort of creative content optimized to catch the eye of a potential customer. How do you decide who to reach? You’re doing some form of targeting, and overwhelmingly, it boils down to search. Example: You sell shoes, so you make sure you’re mentioning “shoes” in your ads and your website copy so that when someone searches up “shoe cleaning” on YouTube, your ad is being displayed to them (when appropriate, we’ll get into that later), or they’re seeing your website organically in search engine results for similar terms. That’s a good thing because you’re aligning yourself with a complementary product and you’re getting the attention of someone that wasn’t necessarily looking for you to begin with.

That’s the most important point to keep in mind. You have to be aware of what your potential customers are looking for and boil those things down into a list of keywords. Whatever product or services you’re attempting to sell online, always be aware of how people will find you. They will find you and your product through search. What search terms are your customers using online?

Keywords are especially important to us here at 7Search. When you become a 7Search advertiser you create a campaign that serves text ads. The text ads are served to an audience dependedt on the keywords the audience is using. Check out our Keyword Suggestion Tool to get a look at the volume of keyword searches (preferably keywords that are relevant to you and your business) on our network and how much they cost per click.

Let’s go back to our shoes example when coming up with keywords. When creating your list you want to separate them into categories that you decide are appropriate. For our purposes we’ll separate them into specific, broad, negative and complementary.

When coming up with broader keywords, stick to the same vertical, but you can up the complexity and start using terms that encompass more, like “shoes, loafers, boot, running shoes, dress shoes etc.” You’re quite literally broadening the search terms and opening the doors for a wider audience to find you. With smart use, broad keywords can bring in massive amounts of traffic. The use of broad keywords can be a slippery slope too, while broadening the scope of your keywords, make context your top priority and try to stay as close to relevant as possible. Using “t-shirts” as a keyword when you sell shoes, isn’t going to help you, in fact, it will probably hurt you.

With context in mind, let’s talk about negative keywords. Negative keywords are essentially modifiers that let the 7Search network know what keywords you don’t want your campaign to be associated with. The most common example of a negative keyword is the word “free”. If someone’s doing a search for “free shoes”, you don’t want to show them your ad because, in all likelihood, that person is not going to make a purchase. Rather than risk an irrelevant audience taking a bite out of your budget, add “free” to your negative keyword list and exclude them all together! Another example would be “sell shoes online”, you would make “sell” a negative keyword because you want users that will BUY your shoes, not users that want to sell their own shoes.

Don’t let complementary keywords go by the wayside either. Again, context has value. People that buy shoes probably need socks. “Socks” would be a good keyword, it wouldn’t hurt to carry socks in your store either to make it even more relevant. Don’t pass up the cross-sell opportunity!

This is only scratching the surface, but you begin to see how all of this is related to that umbrella term of online marketing. There are many paths that customers could potentially find you by. You can be posting on social media, creating product description pages and buying ads on networks like 7Search. Whatever you’re doing the customers’ path starts with search terms and the keywords they use. Put yourself in their shoes and make it easy for your customers to find you. A keyword list does not have to be long and full of obscure terms, try to keep it quality and contextually relevant!

posted by A.Umer | 0 Comments