SEO

Here’s what an ROI-worthy search advertising budget looks like in 2022

Published

2 years ago

March 17, 2022

Entireweb News Bot

Here’s what an ROI-worthy search advertising budget looks like in 2022

30-second summary:

Digital marketers experience a potential ROI tunnel vision when it comes to search advertising

Seriously, do you need to burn dollars over those high-competition keywords? Does it trickle down into actual business?

How do you not lose vision and outweigh the paid search cost with your revenue?

We’re bringing you the finer details of designing a paid media budget straight from an SEO expert and serial entrepreneur

It’s a bit of an understatement to say that success in digital marketing depends on a whole lot of things. There’s your skill-set, your team that helps you, and your understanding of the market where you’re trying to make a dent, either for yourself or your clients.
But how often do you think about your budget? Specifically, we’re talking about your search advertising budget here.
On its face, running paid media ads on Google Ads, the Google Display Network, Facebook, Microsoft, and other platforms is pretty simple: you bid on your keywords, define your target audiences, and run your ads for the length of the campaign.

You might not think that your budget factors into things beyond showing you the funds you have to work with, but I argue that there’s more to it than that, especially when every dollar counts and you have a potential tunnel vision on ROI.
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The thing is, only you will be able to say ultimately what your ROI-worthy search advertising budget will look like this year, but in this article, I’ll explain how to design your paid media budget to strike gold in 2022.

The basics: What do you want?

So, you want to know what your search advertising budget should look like in 2022.

Let me ask you this first: who are you, how big is your business, how much do you have to devote to search advertising, and, most importantly of all, what do you want to accomplish?

There are so many factors here that only you will know, but the questions I’d ask myself if I were looking at designing a search advertising budget for 2022 would include:

What do I want out of my campaigns?
How many conversions can I reasonably expect to get from my campaigns?
Is search advertising my only growth channel right now, or are there others?
How much will I also be putting into SEO or email?
How can I track my search advertising to make sure my performance is what I expect?
What will success look like?

Your budget is going to reflect what you want out of your campaigns, and what you want should reflect what growth looks like to your business.

For instance, are you an affiliate-marketing blogger who just needs more eyeballs on your pages? Are you a law firm looking for real, honest form-fills? Are you an ecommerce brand that’s retargeting your audiences for products they’ve viewed?

All of it matters, because your approach to your search advertising, and consequently your budgeting, will be determined by your goals.

Closing in: What do you need?

After figuring out what you want, it’s time to think of what you need to get there. Here’s where we’ll talk about hard figures: budgeting.

Only you will know what your search advertising campaigns should be producing (the results ideally will be based on the goals you’ve laid out).

So, if you want to grow by, let’s say, $2,000 a month, then you need to do some math to get there.

How many leads does your current search advertising campaign bring in? Of those leads, how many convert? Knowing your conversion rate will be key, as will knowing what each lead is worth to you and what your cost per lead is.

When you figure these things out, you’ll have a better idea of how to budget.

If a conversion will bring you $500, and your cost per lead is $10, and your conversion rate is five percent, then you need to bring in 80 leads a month through search advertising.

Here’s how it works.

You need four conversions a month to hit your $2,000 goal. You convert five percent of the leads you get. Four is 5% of 80. You, therefore, need 80 leads per month to reach your goal.

And if you pay $10 per lead, then your budget should be $800 a month for search advertising.

Now, that’s an ideal situation. That’s assuming you can make it all happen consistently like that, month after month.

In the perfect world, that budget will indeed be ROI-worthy.

But campaigns may fail, certain methods may not follow through for you.

How can you ensure your budgeting and efforts are worthwhile?

Pulling it together: Get smart about bidding

You want to design an ROI-worthy search advertising budget for 2022. That means you want to be in the big leagues like your competitors. What do you think they’re doing that you aren’t? Do they have some insight into Google Ads that you don’t?

No, it really comes down to your keyword strategy for your ads.

In case you didn’t know, it works like this in SEO, too: the more mainstream, general, and competitive keywords – such as “SEO company” – are going to be pretty expensive to bid on. Depending on your budget, you may not be able to sustain that kind of campaign for long, and it’s going to end up as a lot of wasted dollars.

But again, look at your similarly sized competitors. They probably have roughly the same budget as you do. If they’re outperforming you, they may have a smarter keyword bidding strategy than you do.

Taking the example from above, maybe you don’t want or need to rank your ads for “SEO company.”

A longer-tail keyword such as “SEO agency for link building” will cost you less and have fewer monthly searches. But as in any sales funnel, when searchers get more specific, they tend to be more ready to convert.

Just remember that when you get more specific, you’re going to want to hone in on the quality and relevance of your ads’ corresponding landing pages.

A long-tail keyword search requires a long-tail ad, and a long-tail ad requires a long-tail landing page (so to speak). Be sure to deliver on what your ad promises. Surely, you can develop content related to hiring an SEO agency for link building.

Think of those funnels here. People want to see content related to where they are in the buyer’s journey. When they see it, they will be more ready to convert. It works the same in SEO.

If you want to talk about really honing in on ROI with your search advertising, that’s the way to do it.

What will you do next?

Many businesses spend between seven and 12 percent of their annual budget on marketing. It’s a necessary expenditure for growth.

If you want to make sure that whatever you spend on your search advertising this year is actually worthy of a satisfactory ROI, study the tips I have laid out. Know your strengths, what you can do, and your bidding limitations, as well.

If you’re smart, you can really build something great.

Kris Jones is the founder and former CEO of digital marketing and affiliate network Pepperjam, which he sold to eBay Enterprises in 2009. Most recently Kris founded SEO services and software company LSEO.com and has previously invested in numerous successful technology companies. Kris is an experienced public speaker and is the author of one of the best-selling SEO books of all time called, ‘Search-Engine Optimization – Your Visual Blueprint to Effective Internet Marketing’, which has sold nearly 100,000 copies.

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Related Topics:advertising budget Heres ROIworthy Search

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SEO

How To Write ChatGPT Prompts To Get The Best Results

Published

12 hours ago

April 24, 2024

Max

How To Write ChatGPT Prompts To Get The Best Results

ChatGPT is a game changer in the field of SEO. This powerful language model can generate human-like content, making it an invaluable tool for SEO professionals.

However, the prompts you provide largely determine the quality of the output.

To unlock the full potential of ChatGPT and create content that resonates with your audience and search engines, writing effective prompts is crucial.

In this comprehensive guide, we’ll explore the art of writing prompts for ChatGPT, covering everything from basic techniques to advanced strategies for layering prompts and generating high-quality, SEO-friendly content.

Writing Prompts For ChatGPT

What Is A ChatGPT Prompt?

A ChatGPT prompt is an instruction or discussion topic a user provides for the ChatGPT AI model to respond to.

The prompt can be a question, statement, or any other stimulus to spark creativity, reflection, or engagement.

Users can use the prompt to generate ideas, share their thoughts, or start a conversation.

ChatGPT prompts are designed to be open-ended and can be customized based on the user’s preferences and interests.

How To Write Prompts For ChatGPT

Start by giving ChatGPT a writing prompt, such as, “Write a short story about a person who discovers they have a superpower.”

ChatGPT will then generate a response based on your prompt. Depending on the prompt’s complexity and the level of detail you requested, the answer may be a few sentences or several paragraphs long.

Use the ChatGPT-generated response as a starting point for your writing. You can take the ideas and concepts presented in the answer and expand upon them, adding your own unique spin to the story.

If you want to generate additional ideas, try asking ChatGPT follow-up questions related to your original prompt.

For example, you could ask, “What challenges might the person face in exploring their newfound superpower?” Or, “How might the person’s relationships with others be affected by their superpower?”

Remember that ChatGPT’s answers are generated by artificial intelligence and may not always be perfect or exactly what you want.

However, they can still be a great source of inspiration and help you start writing.

Must-Have GPTs Assistant

I recommend installing the WebBrowser Assistant created by the OpenAI Team. This tool allows you to add relevant Bing results to your ChatGPT prompts.

This assistant adds the first web results to your ChatGPT prompts for more accurate and up-to-date conversations.

It is very easy to install in only two clicks. (Click on Start Chat.)

Screenshot from ChatGPT, April 2024

For example, if I ask, “Who is Vincent Terrasi?,” ChatGPT has no answer.

With WebBrower Assistant, the assistant creates a new prompt with the first Bing results, and now ChatGPT knows who Vincent Terrasi is.

Screenshot from ChatGPT, March 2023

You can test other GPT assistants available in the GPTs search engine if you want to use Google results.

Master Reverse Prompt Engineering

ChatGPT can be an excellent tool for reverse engineering prompts because it generates natural and engaging responses to any given input.

By analyzing the prompts generated by ChatGPT, it is possible to gain insight into the model’s underlying thought processes and decision-making strategies.

One key benefit of using ChatGPT to reverse engineer prompts is that the model is highly transparent in its decision-making.

This means that the reasoning and logic behind each response can be traced, making it easier to understand how the model arrives at its conclusions.

Once you’ve done this a few times for different types of content, you’ll gain insight into crafting more effective prompts.

Prepare Your ChatGPT For Generating Prompts

First, activate the reverse prompt engineering.

Type the following prompt: “Enable Reverse Prompt Engineering? By Reverse Prompt Engineering I mean creating a prompt from a given text.”

Screenshot from ChatGPT, March 2023

ChatGPT is now ready to generate your prompt. You can test the product description in a new chatbot session and evaluate the generated prompt.

Type: “Create a very technical reverse prompt engineering template for a product description about iPhone 11.”

Reverse Prompt engineering via WebChatGPT

Screenshot from ChatGPT, March 2023

The result is amazing. You can test with a full text that you want to reproduce. Here is an example of a prompt for selling a Kindle on Amazon.

Type: “Reverse Prompt engineer the following {product), capture the writing style and the length of the text :
product =”

Reverse prompt engineering: Amazon product

Screenshot from ChatGPT, March 2023

I tested it on an SEJ blog post. Enjoy the analysis – it is excellent.

Type: “Reverse Prompt engineer the following {text}, capture the tone and writing style of the {text} to include in the prompt :
text = all text coming from https://www.searchenginejournal.com/google-bard-training-data/478941/”

Reverse prompt engineering an SEJ blog post

Screenshot from ChatGPT, March 2023

But be careful not to use ChatGPT to generate your texts. It is just a personal assistant.

Go Deeper

Prompts and examples for SEO:

Keyword research and content ideas prompt: “Provide a list of 20 long-tail keyword ideas related to ‘local SEO strategies’ along with brief content topic descriptions for each keyword.”
Optimizing content for featured snippets prompt: “Write a 40-50 word paragraph optimized for the query ‘what is the featured snippet in Google search’ that could potentially earn the featured snippet.”
Creating meta descriptions prompt: “Draft a compelling meta description for the following blog post title: ’10 Technical SEO Factors You Can’t Ignore in 2024′.”

Important Considerations:

Always Fact-Check: While ChatGPT can be a helpful tool, it’s crucial to remember that it may generate inaccurate or fabricated information. Always verify any facts, statistics, or quotes generated by ChatGPT before incorporating them into your content.
Maintain Control and Creativity: Use ChatGPT as a tool to assist your writing, not replace it. Don’t rely on it to do your thinking or create content from scratch. Your unique perspective and creativity are essential for producing high-quality, engaging content.
Iteration is Key: Refine and revise the outputs generated by ChatGPT to ensure they align with your voice, style, and intended message.

Additional Prompts for Rewording and SEO:
– Rewrite this sentence to be more concise and impactful.
– Suggest alternative phrasing for this section to improve clarity.
– Identify opportunities to incorporate relevant internal and external links.
– Analyze the keyword density and suggest improvements for better SEO.

Remember, while ChatGPT can be a valuable tool, it’s essential to use it responsibly and maintain control over your content creation process.

Experiment And Refine Your Prompting Techniques

Writing effective prompts for ChatGPT is an essential skill for any SEO professional who wants to harness the power of AI-generated content.

Hopefully, the insights and examples shared in this article can inspire you and help guide you to crafting stronger prompts that yield high-quality content.

Remember to experiment with layering prompts, iterating on the output, and continually refining your prompting techniques.

This will help you stay ahead of the curve in the ever-changing world of SEO.

More resources:

Featured Image: Tapati Rinchumrus/Shutterstock

SEO

Measuring Content Impact Across The Customer Journey

Published

1 day ago

April 23, 2024

Max

Measuring Content Impact Across The Customer Journey

Understanding the impact of your content at every touchpoint of the customer journey is essential – but that’s easier said than done. From attracting potential leads to nurturing them into loyal customers, there are many touchpoints to look into.

So how do you identify and take advantage of these opportunities for growth?

Watch this on-demand webinar and learn a comprehensive approach for measuring the value of your content initiatives, so you can optimize resource allocation for maximum impact.

You’ll learn:

Fresh methods for measuring your content’s impact.
Fascinating insights using first-touch attribution, and how it differs from the usual last-touch perspective.
Ways to persuade decision-makers to invest in more content by showcasing its value convincingly.

With Bill Franklin and Oliver Tani of DAC Group, we unravel the nuances of attribution modeling, emphasizing the significance of layering first-touch and last-touch attribution within your measurement strategy.

Check out these insights to help you craft compelling content tailored to each stage, using an approach rooted in first-hand experience to ensure your content resonates.

Whether you’re a seasoned marketer or new to content measurement, this webinar promises valuable insights and actionable tactics to elevate your SEO game and optimize your content initiatives for success.

View the slides below or check out the full webinar for all the details.

SEO

How to Find and Use Competitor Keywords

Published

1 day ago

April 23, 2024

Entireweb News Bot

Competitor keywords are the keywords your rivals rank for in Google’s search results. They may rank organically or pay for Google Ads to rank in the paid results.

Knowing your competitors’ keywords is the easiest form of keyword research. If your competitors rank for or target particular keywords, it might be worth it for you to target them, too.

There is no way to see your competitors’ keywords without a tool like Ahrefs, which has a database of keywords and the sites that rank for them. As far as we know, Ahrefs has the biggest database of these keywords.

How to find all the keywords your competitor ranks for

Go to Ahrefs’ Site Explorer
Enter your competitor’s domain
Go to the Organic keywords report

The report is sorted by traffic to show you the keywords sending your competitor the most visits. For example, Mailchimp gets most of its organic traffic from the keyword “mailchimp.”

Since you’re unlikely to rank for your competitor’s brand, you might want to exclude branded keywords from the report. You can do this by adding a Keyword > Doesn’t contain filter. In this example, we’ll filter out keywords containing “mailchimp” or any potential misspellings:

Filtering out branded keywords in Organic keywords report

If you’re a new brand competing with one that’s established, you might also want to look for popular low-difficulty keywords. You can do this by setting the Volume filter to a minimum of 500 and the KD filter to a maximum of 10.

Finding popular, low-difficulty keywords in Organic keywords

How to find keywords your competitor ranks for, but you don’t

Go to Competitive Analysis
Enter your domain in the This target doesn’t rank for section
Enter your competitor’s domain in the But these competitors do section

Hit “Show keyword opportunities,” and you’ll see all the keywords your competitor ranks for, but you don’t.

You can also add a Volume and KD filter to find popular, low-difficulty keywords in this report.

How to find keywords multiple competitors rank for, but you don’t

Go to Competitive Analysis
Enter your domain in the This target doesn’t rank for section
Enter the domains of multiple competitors in the But these competitors do section

Competitive analysis report with multiple competitors

You’ll see all the keywords that at least one of these competitors ranks for, but you don’t.

Content gap report with multiple competitors

You can also narrow the list down to keywords that all competitors rank for. Click on the Competitors’ positions filter and choose All 3 competitors:

Selecting all 3 competitors to see keywords all 3 competitors rank for

Go to Ahrefs’ Site Explorer
Enter your competitor’s domain
Go to the Paid keywords report

This report shows you the keywords your competitors are targeting via Google Ads.

Since your competitor is paying for traffic from these keywords, it may indicate that they’re profitable for them—and could be for you, too.

You know what keywords your competitors are ranking for or bidding on. But what do you do with them? There are basically three options.

1. Create pages to target these keywords

You can only rank for keywords if you have content about them. So, the most straightforward thing you can do for competitors’ keywords you want to rank for is to create pages to target them.

However, before you do this, it’s worth clustering your competitor’s keywords by Parent Topic. This will group keywords that mean the same or similar things so you can target them all with one page.

Here’s how to do that:

Export your competitor’s keywords, either from the Organic Keywords or Content Gap report

Paste them into Keywords Explorer
Click the “Clusters by Parent Topic” tab

For example, MailChimp ranks for keywords like “what is digital marketing” and “digital marketing definition.” These and many others get clustered under the Parent Topic of “digital marketing” because people searching for them are all looking for the same thing: a definition of digital marketing. You only need to create one page to potentially rank for all these keywords.

Keywords under the cluster of "digital marketing"

2. Optimize existing content by filling subtopics

You don’t always need to create new content to rank for competitors’ keywords. Sometimes, you can optimize the content you already have to rank for them.

How do you know which keywords you can do this for? Try this:

Export your competitor’s keywords

Paste them into Keywords Explorer
Click the “Clusters by Parent Topic” tab
Look for Parent Topics you already have content about

For example, if we analyze our competitor, we can see that seven keywords they rank for fall under the Parent Topic of “press release template.”

Our competitor ranks for seven keywords that fall under the "press release template" cluster

If we search our site, we see that we already have a page about this topic.

Site search finds that we already have a blog post on press release templates

If we click the caret and check the keywords in the cluster, we see keywords like “press release example” and “press release format.”

Keywords under the cluster of "press release template"

To rank for the keywords in the cluster, we can probably optimize the page we already have by adding sections about the subtopics of “press release examples” and “press release format.”