To maintain our high quality of SEM services, the webShine team meets once a month over lunch for, what we have named “Lunch and Learn.” In each of these meetings, two or more of our team members present about topics pertinent to search engine marketing. In February, for example, we saw presentations on Screaming Frog’s features and the difference between http and https in regards to SEO.
In our most recent lunch and learn we covered the link between Google Search Console and Google AdWords, along with copywriting best practices. Our PPC expert, Lori Calcott, started off with a useful and interesting presentation about connecting Google Search Console and Google AdWords. The data provided for accounts running both SEO and PPC campaigns simultaneously, is invaluable. The Paid & Organic report, made available once you have linked the two accounts, shows query information from Google Search Console along with the AdWords data for those terms. This comparative analysis allows us to see which keywords we are winning organically and which keywords have strong performance in the AdWords account. We use this data to evaluate our AdWords cost and strategy, allowing us to provide more results at a lower cost.
The second portion of our lunch and learn this month was presented by our designer and SEM manager, Jen Schneider. Her portion of the presentation covered copywriting best practices that she learned during an online copywriting course via Colorado Mountain College. We learned that using to many buzzwords, making technical errors and making assumptions were all bad practices when writing advertising copy. We also learned how concise, simplicity paired with a unique voice and perspective can make good copy. Writing copy is an important part of our strategy here at webShine. From 80 characters of AdWords text to a 2-page blog post, writing good copy is critical for us to help our clients increase click-through-rates and increase rankings.
In the coming months, we plan on covering many more topics that will help us continue to improve as a Search Engine Marketing agency and provide the highest quality of up-to-date services to our clients.