10 Critical Press Release Writing Tips Keywords Trust Adwords Information About Internet Marketing
1. Start strong: Your title and initial lines should briefly and directly convey what you want to say. Include the “who, what, where, when and why” in the lead of your press release.The remaining part of your press release should include supporting facts and examples.
2. Make it easy for the media: Some media agencies and journalists will grab your press release and carry it in their publications with slight editing or no alteration. But even if it’s not used word for word, journalists may use it as fodder for other stories or to create their own story ideas. The more information and details you include, the less work the media has to do.
3. Think like the reader: Your press release should be able to keep the reader’s interest. Put yourself in the reader’s shoes. Would you want to read your press release?
4. Make it relevant: Try to point out real examples to support the message you want to communicate. Show why your information is important and how it benefits the reader. If your release isn’t newsworthy, don’t expect anyone to read it.
5. Support your story with real facts: Facts make your point stronger and tell the journalist you’ve already done much of the research for them. If you pull facts from other sources, make sure you attribute them. Avoid fluff and add-ons. And never make anything up. If content seems too good to be true, tone it down or you could hurt your credibility.
6. Include company information: The press release should conclude with a short description of your company, including where your company is based, what products and service it provides and a brief history If you are creating a press release for more than one company, provide information for all the companies at the end of the release. Also include contact information, both phone number and e-mail, for each company’s spokesperson.
7. Be concise: Avoid using superfluous adjectives, extravagant language, or unnecessary clich
Cruising along 6-lane expressway that skirts east of Kolkata, the city I grew up in, my mind wandered off to my childhood days. Kolkata was then a pleasant place, not overtly intolerant or arrogant. Life was easy, schools nearby, offices not afar, amenities close at hand. Yet, on occasions when we were to visit relatives outside city’s periphery, plans had to be readied in advance. Road connection beyond city was poor, and so moving about longer distance was cumbersome.
Today, many roads have cropped up, many are in making. Places that seemed inaccessible even a few years back, can now be reached without much of a fuss. If this is called rapid urbanization, I feel it has a parallel in the way Google has transformed AdWords. Just as I hardly thought swanky roads would ever come up in so large numbers in my city, it was similarly difficult imagining AdWords would one day be what it is today.
What it is that makes AdWords so dear? I’m not too frequent an advertiser, so I wouldn’t be commenting on campaigns, adgroups and suchlike. Instead, I’ll tell you how the keyword tool of AdWords will make you forget you ever used anything else.
How it started
For long an open secret, but barely touched upon till recent past is that keywords used by surfers have demographic variance to a largish extent. What this means is except for some obvious terms, surfers from different locales of the globe will most likely type in different search terms to look for information on the web. Even in big countries like US or India, search terms used by surfers vary from place to place. Search engines knew this for long, but it took them awhile to chalk out suitable products tailored to be effective in serving aggregate needs on the net.
Talking about Google, products like local search or, for that matter, the advantage of geo-targeting in AdWords campaign are all part of strategy accrued from search behavior pattern, accumulated and studied for nearly a decade.
What are ways to get you the most promising keywords? I’ll attempt answering this formidable question in 2 parts. In this part, we’ll discuss how AdWords’ keyword tool can help you get going. In the next part, we’ll compare AdWords’ keyword tool with some of the best out there. On to AdWords now.
AdWords opens up
Admittedly, AdWords is meant to maximize revenues to Google. What pleases the most is Google’s fatherly approach to ensure that AdWords maximizes returns to advertisers too. And how? Look at how easily you can fetch your choicest keywords from Google’s vast repertoire.
Start at AdWords Keyword Tool and after selecting the country and language you’d like to target (English and United States by default), slip below and select one of the 2 tabs, namely Keyword Variations and Site-Related Keywords. Now on, let’s go step by step to unravel a real wonder that the tool is.
If you select this tab (by default selected), just type in some keywords in the box, one in each line (pressing ‘Enter’ after each keyword to go to next line). If you want similarly meant keywords, do not forget to select ‘Use synonyms’. A good idea that, since it broadens your keyword search. For example, I found ‘top 10 ranking’, a very popular key-phrase, as a synonym for ‘top ranking’, which would have otherwise remained unknown to me. Another point stressed upon frequently by veterans is that it is better to begin your keyword search with general terms. As you progressively narrow down your keyword selection, you’re more likely to discover promising phrases along the way.
So you have a long list of keywords presented by Google based upon your few initial keywords. Watch closely, you’ll find Google saying that it’s a list sorted by relevance. What’s that? It’s Google’s way of gently prodding you to begin an AdWords campaign, for the keywords that appear at the top are the most relevant ones, should you consider ad campaign with them.
What would you do now? Well, you may start adding them as necessary, search for more related keywords (link at the bottom of the list), or even download them in your chosen format. But wait before you do anything of these. Look around and see how Google helps you with excellent tools to further fine-tune your list of keywords.
Refining your keywords
Move to ‘Show columns’ and in the accompanying drop-down list, you get to select eye-popping options. Wow! What a help! Choose the first option, ‘Keyword popularity’ and you’ll simultaneously see 2 adjacent columns of data. Click a column heading, the list re-arranges in decreasing importance. In the column ‘Advertiser Competition’, the list shows which of your keywords are hotly sought after. Similarly, the column ‘Search Volume’ gives you a measure of popularity of respective keywords. Still want more specific info’? The generous Google is there for that. How? Amble to far right of the columns and alongside ‘Match Type’, select ‘Broad’, ‘Phrase’ or ‘Exact’ and watch how the scenario changes. What are broad match, phrase match and exact match? Help is just there (a question mark). Click on it to know more.
We’ll now move on to third option in ‘Show columns’, which is ‘Global search volume trends’. This is a recent addition. When you select this, you’ll get to see an amazing display of how keyword popularity changes globally (not only US) through the year in the form of bar-charts. Once again, hook on to ‘Match Type’ (spoken above) and refine your search further.
Start an AdWord campaign?
If you do not contemplate starting an AdWord campaign, you may skip the other 2 ‘Show columns’ options. In case you do plan one, first select ‘Cost and ad position estimates’ and in the ensuing page, choose your currency and mention your maximum CPC. This is the maximum cost you agree to bear each time your ad is clicked on when displayed for your chosen search terms (note this is different from another oft-used term, CTR, the click-through-rate). As you finally hit ‘Recalculate’, your list will turn up myriad combinations of ad position and average CPC for your keywords. If your max CPC is too low, you may not see any value for average CPC.
The remaining ‘Show columns’ option is ‘Possible negative keywords’. This is a tool that assists your keywords to maintain a sharp focus in an ad campaign. Depending on campaign strategy, one has to decide whether or not to include negative keywords. To give an example, for my web marketing website, if my keyword ‘top ranking’ fetches other probables like ‘top 10 ranking’, ‘uptown top ranking’, ‘top ranking universities’ and so on, I might decide to include ‘uptown’ and ‘universities’ as negative keywords, but certainly leaving out the term ’10’. This would mean that if I select ‘top ranking’ as broad match or phrase match, my ad will not show up for search terms that included negative words ‘uptown’ and ‘universities’. More often than not, expert campaigners will choose one-word broad match and then work on a long list of negative words to disallow unwanted ad impressions.
Till now, we’ve spoken about keywords you chose and ways of refining them. Suppose you are eager to know what keywords your competition is using! Well, why not? If indeed so, AdWords Keyword Tool comes to your assistance. To start, click the other tab ‘Site-Related Keywords’, enter the URL of your competition in the search box and hit ‘Get keywords’. Don’t forget to check ‘Include other pages on my site linked from this URL’. As you set Google to work, it dutifully comes up with a list of keywords, grouped by common terms with number of occurrences in the entire website within parentheses for each group.
Grouping keywords by common terms is a great help as you’ll find, and each group lists related keywords as in earlier case. If you uncheck grouping option, Google will fetch you a scrolling list of keywords, which may often be uncomfortably huge if you happen to spy on a giant competition. Once there, similar to Keyword Variations, here too you can start working on your keywords with abundance of tools at your command.
AdWords, a facilitator
Keyword Tool is great because it is very easy to use. No doubt Google intends it that way so as to make AdWords less and less daunting for potential ad-campaigners who are afraid to cross threshold for the fear of making unknown mistakes. Let’s remember, businessmen incline to take risks on known parameters, and not something that is difficult to comprehend. To that extent, the newly-designed keyword tool is a good facilitator.
In the next part, we’ll look at how AdWords’ keyword tool fares with other keyword finders.
So you have finally decided to climb onto the diving board of internet marketing but before you dive into the pool to wade alongside with millions of other companies who have decided to use this medium of advertisement, you still have some doubts. Having doubts is normal. No one can always be absolutely sure about something, and this is probably one of those times. Internet marketing doesn’t come by cheap. It can be very expensive however those expenses can be easily be nullified by the amount of traffic your internet marketing team will create for you.
Before we start, what exactly is internet marking. It’s basically what the name says; marking over the internet by a variety of methods that include search engine marketing, display advertising, e-mail marketing, affiliate marketing, interactive advertising, blog marketing, and viral marketing.
Why is internet marketing such a popular choice by so many businesses around the world? Well, probably the number one reason would have to be it’s a lot cheaper than the traditional media of television, radio and print. Though it may still be expensive compared to the other means, it costs a lot less.
Another reason of why it is so popular is because it is a lot more convenient for businesses to use because of the one-to-many approach. If using the traditional method of sales, a salesperson can only interact with one person at a time, or otherwise it would not only come off as rude to the consumers to handle multiple persons at once, but also very confusing and difficult for the salesperson as well. By using internet marketing you can easily accommodate many people at once by allowing them to browse through your website.
This method also allows for a business to target a consumer group by behavior rather than a demographic which means for a higher success rate of sales of a certain product. Not everyone who is between the ages of sixteen and twenty, female, attending school and is single will be interested in stuffed animals, but anyone who searches the internet to find such an item has a much higher probability to buy such an item. Also this method is also easily traced, measured and tested giving the business a much better idea of what the consumers want and to offer more items that are as or much more appealing to their consumer group.
Internet marketing is also a lot faster as it is to the traditional methods and which is why it is also paired with those methods. While a consumer is browsing through the internet everything is being updated in real-time for the business to understand more about their consumers and also is easily accessed by the consumer in the comfort and ease of their home making it incredibly popular.
But like the traditional methods of advertising, it has some of its own drawbacks, because internet marketing requires it consumers to be familiar with the newer technologies available it may be completely ignoring those who are computer illiterate. Also internet marketing doesn’t allow the consumer to use their senses of touch, feel, smell, and taste to be used when buying an item. However it is much a standard for those involved e-commerce to have a liberal return policy or have an in-store pick-up service. But with society becoming more and more technologically advanced, there is no reason why you shouldn’t use internet marketing to connect with customers..
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