BottomLine announces Google Qualification Status for 2012

5 12 2011

Google Advertising Professionals Company

BottomLine Google AdWords Certifified Expert

BottomLine has satisfied the program requirements and gained status as a Qualified Individual in the Google Advertising Professionals Program.

Google’s Search Engine Marketing has changed with the rising demands of users on Google. In the past year Google has made large strides in their advertising platform to keep up with the rising demands of mobile devices, how users click on an ad (location, phone and product extensions – just to name a few) and even where the paid placements appear; above the fold, below the fold and to the right hand-side, testing above and below Google Places listings.

The most recent comes with the announcement of Google+ for businesses. Now you can link your Google+ for Business Page as a social extension with Google PPC ads. Still not sold? Google allows you to target your customers, when you want, where you want, even what time of day you want! “We are excited to continue to offer our clients Google Pay-Per-Click, and the new features the platform offers.” – Michelle Parenti

Ok, I have a Blog, Now What?

5 12 2010

I recently read an article from HubSpot that had an amazing list of easy and useful ways to drive traffic to your blog. Here are a few of the top, some that are pretty obvious and some that aren’t so much:

1. Add your blog URL to the signature in your email

2. Add your blog URL to your business cards (Also, recommend QR codes on the back of your business card)

3. Announce your posts on all Social Media Efforts

4. Link your blog to your Social Media outlets

5. Sign up with Technorati (and use Technorati tags in your posts)

6. Become familiar with Social Bookmarking Sites like StumbleUpon and Mixx

7. Register with Blog Directories (Call BottomLine to help with this 626.833.5015)

8. Add your link to E-mail Blasts and Newsletters

9 Comment on other industry-related blogs and add your URL in the “Website Section” of the comments

Good luck~! MP)

adExcellence Certification: BottomLine

2 06 2010

In an effort to keep up with the rising demand of online marketing initiatives, BottomLine has retained certification through Bing, the decision engine from Microsoft. As many of you are aware currently the search alliance between Yahoo and Bing is taking affect. Advertisers with a search engine marketing history (Bing and Yahoo) will receive historical value, hence improving their quality score and CPC within these campaigns. Transitional emails from Yahoo will be sent in an effort to combine Yahoo and Bing advertisers into one cohesive interface. Looking to expand your online marketing presence? Call BottomLine today, to discuss advertising opportunities on Yahoo/Bing and the up and coming search alliance taking place this Fall.

SEO for Press/News Releases

23 04 2010

This is the 2nd part of BL’s tips to optimize your press/news releases. The last post focused on keyword selection and topic selection for your release.

1. Length of release: 400 – 600 words.

2. Linking: 1 link per 100 words (on average) recommended.

  • Your company name linked to your Home Page (Brand Recognition)
  • A Broad version of your main key phrase linked to your Home Page
  • Targeted key phrase linked to interior page
  • Targeted key phrase linked to interior page –LSI words!
  • Fully qualified URL to your website example:

3. Metadata

  • Title Tags
  • Header Description
  • Body Copy
  • Text Backlinks are valuable – control the anchor text

4. Syndication: 1 News/Press Release recommended a month (minimum). Don’t say the same thing differently. Unique content is key to a successful PR/SEO campaign. Don’t rehash the same topic. PAY CAREFUL ATTENTION to submission categories. Call BottomLine today to set up your media schedule today, 626.833.5015.

Keyword Selection for Press/News Releases

23 04 2010

BL just finished a webinar regarding online marketing. Thank you To sum up the 60 minutes we have outlined the best tips and facts to help our clients with their next press/news release. For the purposes of this post we are going to focus on your news releases for SEO purposes vs. a public relations effort. The issue isn’t black and white, as we recommend all releases be optimized to their max potential.

Goal = Keyword = Release Topic (Old public relation efforts included starting with the topic).

1. Goal: It’s sounds so cliche to say what is your goal, but writing effectively is essential to starting with a goal. Craft the release to fit the goal.

2. Keywords: Choose well targeted key phrases for specific SEO efforts, not broad overused terms. (See BottomLine Online Tools for keyword tools that are free).  Key Phrase Profitability = High Traffic, Low Index Competition, Market Viability, and accessible top 10 keyword(s)/phrases.

3. Release Topic: Decide how to frame your effort in a way that matches your goals. Solve your customers problems/needs. Get in the mind of your customers, what are their pain points? How do you solve THEIR problem or serve THEIR needs?

4. Supporting Keywords or LSI – Latent Semantic Indexing: Choose one or two semantically related words in your summary tag AND in the first sentence of your body copy, than write naturally!

For more on how to optimize your press/news release please visit:

Yahoo strikes content-sharing partnership with Twitter

24 02 2010

SAN FRANCISCO — In a battle to woo back Web surfers who are spending more time on social networking sites, Internet portal Yahoo has clinched a deal with Twitter to share content across both properties.

Yahoo reached a similar agreement with Facebook in December, expanding the partnership to make it easier for users to share Facebook status updates and other information on Yahoo or share Yahoo sports scores or Flickr photos on Facebook.

Twitter offers millions of messages posted every minute. “The information in one single tweet can travel light years farther with this Yahoo integration,” Twitter co-founder Biz Stone said in a statement. “Tweets in more places brings relevance where and when you need it most.”

It’s All The Buzz

12 02 2010

Google Buzz is a new way to start conversations about the things you find interesting. It’s built right into Gmail, so you don’t have to peck out an entirely new set of friends from scratch — it just works. If you think about it, there’s always been a big social network underlying Gmail. Buzz brings this network to the surface by automatically setting you up to follow the people you email and chat with the most. Google focused on building an easy-to-use sharing experience that richly integrates photos, videos and links, and makes it easy to share publicly or privately (so you don’t have to use different tools to share with different audiences). Plus, Buzz integrates tightly with your existing Gmail inbox, so you’re sure to see the stuff that matters most as it happens in real time.

Local Ads on Mobile Devices

6 02 2010

Are you optimizing your campaigns for mobile devices vs. computer searches?

When people search for goods or services using their mobile phones, they often prefer to call a store rather than visit that store’s website. Whether they’re placing a direct order, making a reservation, or inquiring about services, the ability for prospective customers to easily call your business is a key distinguishing feature of searches made on mobile phones versus computers.

More on Click-to-call

Competitor Keywords

22 11 2009

…. Habush Habush & Rottier is one of Wisconsin’s largest law firms, specializing in personal-injury cases. But search for iterations of “Habush” and “Rottier” and a sponsored link for Cannon & Dunphy attorneys often shows up, just above the link for the Habush site.

Habush alleges that Cannon paid for the keywords “Habush” and “Rottier,” in effect hijacking the names and reputation of Habush attorneys.

Cannon acknowledged paying for the keywords but denied wrongdoing, saying it was following a clearly legal business strategy.

…Habush based its lawsuit on a Wisconsin right-to-privacy statute that prohibits the use of any living person’s name for advertising purposes without the person’s consent.

…Similar lawsuits have been filed over the keyword issue, with some differences. An American Airlines lawsuit targeted not a rival but Google Inc. and Yahoo Inc., and alleged not a privacy violation but that the search giants infringed on its trademarks.

American was upset that Web users who entered search terms such as AAdvantage, the trademarked name of its frequent-flier program, saw results that included links to American’s Web site but also to its rivals under sponsored links.

Google compared its policy to magazines that publish a Ford ad on the page opposite a story about Chevrolets. Yahoo said it had confidence in its policies, which allow advertisers to use others’ trademarked terms if they do so without creating “a likelihood of consumer confusion.”

A federal judge dismissed the lawsuit against Google last year. The case against Yahoo is ongoing.

Courtesy of   Business Week

Importance of Negative Keywords

16 11 2009

Negative keywords are a core component of a successful keyword list. Adding a negative keyword to your ad group or campaign means that your ads won’t show for search queries containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.

– Courtesy of Google

Negative keywords are crucial to reaching your target audience. BottomLine can supply your business with search query reports to better understand who is visiting your site and where your marketing dollars are being spent.