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Getting to Know Pay-Per-Click Advertising

Getting to Know Pay-Per-Click...
Once you determine the keywords your target audience would search to find your type of business online, what next? Now, you need to understand the two ways your keywords will get your business found – via SEO or PPC.

Search Engine Optimization (SEO) means growing your page rank and popularity in search results organically, meaning you don’t pay anything to earn your position on a search results page. Pay-per-click (PPC), on the other hand, is where you pay to have your links displayed in search results by bidding on keywords.

Let’s cover the easier one first: PPC

Google is by far the most popular search engine for PPC, and its program is called AdWords. You pay per each time someone clicks into your link in the search results pages, after they’ve typed in a search term (keyword or phrase) you bid on. The keywords are auctioned off, and you bid for position to outrank others also wanting to show up for that keyword. Keyword prices vary greatly depending on their popularity, anywhere from a few cents to $50.

If you want that very first spot on the first page of the search results, you will be paying more per click than the advertisers below you, or those on the second and third pages of the search results.

The handy thing is you can control your budget and set parameters so you won’t spend over a certain amount per day, or week, or month.Let’s say you want to bid on a very popular, expensive keyword and show up high in the search results for one day, but your budget is $100. You can set it up in the admin tools to stop showing your ads once you’ve met that amount. You get to control your budget and the length of your ad campaigns so spending doesn’t get out of control.

We suggest that business owners with a new website or domain spend $100 to $200 on PPC to boost the new URLs. We’ve seen that getting started with PPC actually helps the website’s organic SEO rankings.

We also suggest the A/B test method – basically you run two different campaigns for PPC and compare the results. Comparing the two after a few weeks should tell you if one or the other brought you not only more traffic, but more quality leads. Are a certain set of keywords in one campaign converting to sales? Maybe the other campaign isn’t producing any leads at all. If the results for one campaign are not to your expectations, drop it and try another.

And just for fun, check out the most expensive keywords in Google AdWords: “insurance,” “loan,” “mortgage,” “attorney,” and “credit,” priced somewhere in the $40s - $50s per click!
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing #PPC #Payperclick

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Fine-Tuning Keyword Choices for your Business

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When thinking about the keywords that apply to your business, it might benefit you (and your budget) to take the “big fish in a little pond” versus the "little fish in a big pond” approach. What I mean by that is some keywords like “electric bike” are going to be more generic and generate a lot more results than a more specific version of the keyword, like “reliable electric bike.” Fine-tuning your keywords to include an adjective or a location may help reduce your competition in the search results pages. It creates a smaller pond of search results where you could end up getting noticed more easily – like that big fish.

Sticking with our “electric bike” example, what are some other ways to narrow the search term so we reduce the size of our pond? What are some good adjectives? I’ve already done a little research for you, and here are the search results:

electric bike- 23.5 million
best electric bike- 8.76 million
best electric bicycle- 6.35 million
cheap electric bike- 5.21 million
reliable electric bike- 2.17 million
affordable electric bike- 2.78 million

Now you see the drastic difference between searching “electric bike” and “reliable electric bike.” “What is the best electric bike brand” is a keyword phrase that gives 13.2 million results, showing up somewhere in the middle. But you can see even though the keyword itself is a several-word phrase, it’s popular enough to be searched by many people.

You can always research Google to figure out the best phrase combinations for your keywords, but you want to make sure those keywords fit your ideal customer base. As stated in my previous blog, if you choose the word “cheap electric bike,” you are not going to sell your bikes if they sell at a higher price than your competitors. People may click to your site, but they will bounce out just as fast if they were expecting another price point. You might leave them with an untrustworthy taste in their mouth too, which is never a good reputation to have in business.

Choose your keywords wisely – ones that are genuine and give an honest representation of who you are, what you sell, or what you do.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing

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Defining your Audience, Refining your Keywords for Search Engine Ads

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It’s more and more obvious that search engines are trying to show the most useful and relevant information to us, according to our online behavior. As I stated in my last article, when I searched “electric bike” on Google, I ended up getting 23.5 million results from it. But when I looked closely, I realized Google map displayed shops with reviews near my physical location, tailoring the search to me specifically.

Google can tell my location from an IP address (Internet Protocol address) – sort of like a telephone number for your computer’s internet connection. Every internet connection has an IP address consisting of four blocks of numbers ranging from 0 to 255. So, for example:

The point is, it’s impossible for us to do a search that doesn’t take into account our location data – whether using your PC, smart phone or tablet. My search results will always be somewhat different than yours based on our IP address and past searches.

Now that you know how search engines work for individuals, let’s take a moment to figure out your potential customers. The combination of understanding both will help you pick out the right keywords for your online ads.

If you are an electric bike manufacturer, let’s start with your price point. If you have high-end bikes, your target audience must be able to afford your prices. On my own Google search, I see prices ranging from $300 to $7000! If you make and sell expensive bikes, most likely you don’t want to use the word “cheap” or “inexpensive” within your keywords because you won’t be attracting the right customers and you won’t see the return on your ad investment.

By this process of elimination, you’ve just begun “defining” your audience and “refining” your keywords. As we discussed in a previous article, knowing your target audience will really help you refine those keywords yet to come. In the next article, we’ll dig deeper into getting more specific with your keywords.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds #SEM #SearchEngineMarketing

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Understanding the Behavior of Search Engine Result Pages

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Before you can go to work picking out your keywords, first you need to understand that a specific keyword search may produce different results for different people.

Search engines have gotten very smart. They know our location, interests based on previous searches, purchases, and a lot more about us based on our online behavior over time. What does that mean to us? It means the example I’m going to use may give you different search results than it gives me.

For this example, I’ll use the keyword “electric bike.” To make things a bit less bias, I’m going to log out of my Gmail account and type for you what I’m seeing in real time:

So here I am on, typing the word “electric bike” and Google tries to autofill other possible popular keywords as I type, like “electric bike reviews.” I stick with “electric bike” and get about 23.5 million results from those two words. That is a huge number. How can a business expect to be found even once by someone in such a big pool of results!

The search result page before me shows sponsored online shops selling electric bikes (so paid-for ads), as well as the definition of electric bicycle on the side. And just below some top story news, I finally reach some “organic” search results, along with the Google map of local shops that sell electric bikes. If you search for “electric bike” you may see something similar with slight variations to something very different.

Now, if you’re in the business of selling electric bikes, what can you do to be found among all those results? We’ll start discussing that in the following articles…
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #GoogleAdwords #SERP #Keywords #SearchEngines #SponsoredAds

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Before your Business Goes Virtual, Know your Target Audience

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People search the internet for information almost every single day. Equally important is the fact that small business owners use the internet to get in front of potential clients on a daily basis. More than ever, consumers and companies are being connected over the internet through virtual searches. So how, as small business owners, can you get in front of potential clients successfully? We’ll explore some ideas in November.

First thing’s first: the assessment period. Before you go virtual and buy ad space using keyword terms, you need to figure out the audience to whom you want to market your business. Being found online is a good thing, but not if you’re being found by a demographic of people that don't fit your target customer base. That only costs you money. So, ask yourself these questions to help pinpoint your ideal customer base…

1) If you are a new business owner, what was your motivation to start your business?
2) Why should people choose you?
3) Where should people find you?
4) If you are an existing business owner, who are your satisfied customers?
5) What are the demographics of your customers and repeat buyers?
6) How did they find you the first time?
7) What is your competition doing?

With social media at your fingertips, you may also learn more about your customer base simply by looking at the type of people who like or follow your page(s). As you answer the questions above and try to understand your customer base, here are some characteristics to consider:

- Age
- Location
- Gender
- Income
- Education level
- Marital status
- Ethnicity

You may have a broad range of customers within some of these characteristics and a very specific type of customer in others. Let's say you sell cosmetics --the gender of your customers is most likely women, but you may sell to a wide age range. If you sell high-end skin care products, the income level of your customers may reflect that. These are things to consider when pinning down your customer base. Once you have completed your target audience assessment, then you can move onto tuning up your keyword searches.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #VirtualBusiness #TargetAudience #Customers #Clients

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Promoting your Business Blog

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Let’s say you open up a brand new store inside the mall. What’s the very next thing you do?

You promote it. You place ads in magazines, and use all the media you can possibly think of and afford to get the word out that your store is open. The fundamentals are the same with a new blog; you have to promote it and get the word out once it’s up and running.

Here are some ways you can promote your blog site:

Social Media

Do you have Facebook, Twitter, LinkedIn, Instagram? Share your blog posts on social media sites each time you publish a new one. Ask your friends to share them for you too. Some of the blog platforms even have tools that help you automate social media posts once the blog post is published. Many blog platforms allow you to schedule a post for a future date so you can plan ahead a series of fresh posts for your followers. If you’re including great images in your blog that are your own (not copied from another site), you can even post them to Pinterest with a link back to your blog.


Stay connected by newsletter. That’s what we do at PSPinc – every other week we send a digest of our latest blog posts in our customer newsletter. People may find certain blog topics interesting when they open up our newsletter and come back to our blog. It would be ideal to have people visiting the blog all the time without that reminder, but honestly who has time for that? You have to show people you have something worth their time to read in order for them to return to your blog.

Links from Existing Sites

You can link back to your blog in social media posts, but you can also add your blog URL to your profiles for LinkedIn, Facebook, or on your existing business homepage. Those links are not only good for your blog’s SEO; it’s good for your reputation too. By having a blog chock full of great information, you’re showing people you have a good grip on current industry knowledge and expertise.

Lastly, as this month-long series about blogging for business comes to a close, the point you need to remember most is to have interesting, useful content that draws people in and keeps them coming back for more. If you don’t write something people can relate to, or that helps them, you might as well be writing these blogs just to waste your own time. Quality content is important to engage readers and make your blog, and business, a success.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Blogger #Blogging #WordPress #BlogTips #BlogBasics

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How to Make your Blog a Success

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Do you know how many people have visited your blog?
Of those people, do you know how many people are returning visitors?
Is your blog doing its job of getting your information and brand out to the public?

The best way to find the answers is by viewing your site statistics. You can use the tools on your free blog platform, or simply use Google Analytics. This will help you understand what’s working, and what’s not working so you can fine tune your blogging efforts to be more successful and appeal to more people, or simply the right people. Telling your story is one thing, but it’s another to attract visitors from search engines, get them hooked on your content, and get them to return again.

Here are a few simple ways to make your blog more successful:

Get the word out.

If you are writing all these wonderful articles but no one reads them, it’s a waste of your time. So make sure you tell people about your blogs. If you have a newsletter, that’s a great place to advertise your blog posts. You can also post your blogs on social media, and ask others to share. The most important thing, however, is to work on your blog’s SEO. Be sure you are plugging in the right keywords that people are searching, and keep your blog in sync with your business strategy and goals.

Get people to come back.

If people are finding you online, that’s great! But getting them to return to your blog is a bit harder. Sometimes, it’s simply that they forget about you and your blog address. What can you do about that? You can offer to keep them in the loop through newsletter updates that include your latest blogs. That way they can get a sampling of your stories and knowledge in an occasional email reminder. When they see a subject that interests them, they will return.

Measure your success.

You will need to have a quantitative way to measure your success. We have made the mistake before of getting high traffic to our site, but the visitors were not our target audience so they never came back. We ended up offering lots of articles and materials online for free, but didn’t get people hooked since they weren’t the right customer base. Return visitors are often at the core of success for business strategy. So in the beginning, define your business strategy and goals -- the type of visitor you want to reach, and the percentage of return visits you’re looking for -- so you can determine if you are successful or if you need to change your approach.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Google #Facebook #Blogger #Blogging #WordPress #BlogTips

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The Dos and Don'ts of Blogging for Business

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A consistent brand message is key across all your marketing efforts, thus, applying to your blog as well. So far we’ve talked about keeping the design of your blog in line with your website and brand, but what about your actual content? You have to make sure your blog posts also remain relevant to your business, using topics and keywords your customers will find useful. Here are the Dos and Don’ts of blogging for business:

1. DO include important keywords within your blog content. Repeat them within each blog post whenever possible without over-saturating the article. Most importantly, your article needs to be easy to read, helpful, and include relevant content, so don’t just stuff keywords in there anywhere; add them in only where they make sense.

2. DON’T copy and paste someone else’s work as your own – that’s plagiarism and it’s illegal. You can reference information from other blogs or websites and post it on your blog to prove a point you are trying to make, but you must give credit to the author (or organization). For any text you copy and paste from another website, cite the author and URL within your article so your visitors will know the source of information.

3. DO find your niche. If you’re unsure about your topic choices, Google it and see how many search results you get. That's the number just under the bar showing how many results there are under your search terms (or topic). It will show you how many other people are writing on your topic using your keywords.

4. DON’T play a video without visitors’ consent. It can be very annoying when you visit a blog or news site and all of a sudden a video ad starts playing. Allow visitors to choose whether they want to watch the video or ad, and don’t force it on them. If you do, people will bounce out of your site immediately and they’re not likely to return. You need readers to come back on a regular basis to make your blog more ‘popular’ so make it a pleasant experience for people.

5. DO summarize your topic in your title. Many blog engines will turn your title into part of your URL, and your URL address can be a powerful SEO tool. So think about how to name your blog title with the idea that it’s another opportunity to add important keywords for Search Engine Optimization.

6. DON'T overwhelm users with too much text. Find some nice imagery that correlates to your topic. The visual is the first thing to grab people’s attention when they land on your page, so it should help tell the story while staying in line with your brand message. If you do find an image somewhere online, even if it’s from a free image website, don’t forget to cite the source.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Blogging #WordPress #Blogger #Bloguru #BloggingTips

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Use a Free Blog Service or Host on your Company Domain?

Use a Free Blog Service or H...
The choice is yours as to whether your blog is under your website’s domain name, or that of a free service like or Here is a list to help you determine which one is right for you:

1) If your company identity and domain name is important, go with your own domain.

It helps promote your brand identity and domain name having your blog on your domain name instead of under a free service domain, which looks like:, or The other option is having the free blog service, like embed the blog within your own domain. Contact us at PSPinc to help you understand this option.

2) If you don’t have a domain name yet and need a boost in search engines, go with a free service.

Going fresh with a new domain name is fine, but it requires work to get it known, and your blog posts may not appear in search engines right away. But if you have your blogs on established domains like,, or, your articles will likely be indexed by search engines simply because those domains are very popular.

3) If you are particular about the design of your blog template, build it into your own domain.

There are tons of themes and (often free) templates to choose from when you’re working with a free blog service, but you will have limited ability to customize them, which means you may not get that perfect look and feel. Although it will require some technical skill to set up a completely customized blog on your domain, if your priority is the look and the design of it, then that’s the way to go.

4) If you aren’t familiar with PHP, MySQL, or Open Source, use a free service.

If you are going to install a blog on your domain, you will need the technical skills to set up some programs on the server. But, if you have no idea what PHP, MySQL, or Open Source means, either hire someone who does, or try using a free service first.

5) If you are planning to have tons of files like images and videos, consider using your own domain for freedom of space.

File storage space may be more limited on a free blog service compared to your own blog. If you have a blog on your domain, you can purchase additional space as needed compared to the limited space a free service offers, so check that detail if you are considering a free service.

Our service,, features the best of both sides – the free service and hosting under your domain. Email us to find out how we can help you start blogging on your terms.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Wordpress #Blogger #BlogBasics #Blogging101 #Domain #WebHosting #SEO

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The Benefit of Blogging for SEO

The Benefit of Blogging for SEO
What can a blog do for your website’s SEO?
How should you strategize using a blog for your website’s SEO?

Good questions, right?

For your website to organically rank high in search engines, your site needs to be ‘popular,’ but what does that mean?

The true formula for search engine scores are not publicly available and the search engines often fine tune and change things, but if you work on the following three critical elements for SEO, you will have a ‘popular’ site, meaning it ranks well in searches:

1) Your site has high traffic.
2) Many websites (preferably high-traffic ones) mention and link to your website address.
3) You update your site on a regular basis.

Although being mobile-friendly is also key to your website’s success in Google, it’s more important you focus on the three important elements mentioned above. If you genuinely want to be recognized and rank high in search engines, you need work hard towards it.

Here’s how a blog can help make your site popular:

- You will (should) update your blog on regular basis with new articles - meets #3.
- As you continue and provide good content, visitors will start to share your blogs - meets #2.
- As people share your blogs, you will have more people recognize you for your expert opinions or stories, and therefore you will have more visits to your blog - meets #1.

You simply need to figure out what stories or expertise you would like to share with others, and make sure to include relevant keywords that get searched by users.
#PSPinc #Blog #Advertising #OnlineMarketing #SmallBusiness #DigitalMarketing #Marketing #Wordpress #Blogger #Bloguru #BlogBasics #Blogging101 #SEO

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