Frequently Asked Questions

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  • Paid Search FAQs

    • Google AdWords and Bing Ads both take into consideration a variety of factors to determine your ad's positioning in the search results. The primary factors are your bid (the maximum amount you are willing to pay for each click), your quality score (which judges the relevance of your ad and landing page to the keyword searched), and the past performance of the keyword. A higher bid, a better clickthrough rate, and more tenure in the system are all factors (among others) that will allow your ad to rank higher on the search results page.
    • Google, like all other search engines, takes into account the maximum price you are willing to bid as well as a composite metric called the Quality Score. It is a number comprised of a multitude of variables, each weighed differently. Some of these variables include the all-time clickthrough rate and the "recent" clickthrough rate of the keyword, the performance of that keyword historically throughout all of Google, the relevance of your keyword to the ad copy, and the quality of the landing page where the ad directs visitors. Understanding the right way to structure a campaign and how to use these Quality Score factors to your benefit is another advantage of employing Wpromote's expertise.
    • Google has several different "match types," which indicate what user search queries should be triggered by a keyword in your account. An exact match limits exposure to the precise keyword, with no variations. A phrase match allows additional words to exist in the search query but requires the ordering of the keywords to remain untouched. A broad match compares your keyword to a wide variety of potential variations, including synonyms, keyword re-orderings and even keywords that are often searched shortly before or after the keyword in question! For this reason, broad-matched keywords have the potential to match to hundreds (even thousands) of related queries. Only ongoing management allows you to make sure that you are matching to quality queries and excluding poor queries. In order to exclude poor-quality terms, you can use negative keywords, which allow you to manually exclude certain variations. No match type is inherently best; Wpromote’s campaigns utilize a strategic combination of all available match types to achieve maximum results. Our years of experience building thousands of campaigns are a huge advantage when developing the keyword architecture for a given campaign.
    • Google gives advertisers the ability to advertise with a dizzying array of media and a large spectrum of ad types, from images and Flash to video, audio, print, and more. Wpromote can help you sort through the copious offerings and identify which are worthwhile for your specific industry, needs, and goals. We have the capability to help build ads in many formats. Wpromote will work with you to track the results and allocate funds to maximize your exposure and return.
  • SEO FAQs

    • With the exception of a handful of tools that perform very specific tasks (such as rank tracking software), it is best to be very wary of "automated" SEO tools. If SEO could be effectively automated, there would be no need for SEO agencies. What works well for a site selling snowboards may not work at all for a site that monitors deforestation. Our SEO efforts are highly customized to meet the unique needs of each client. This type of customization is not easily automated, as there are too many variables for an automated program to account for. 
While a handful of the very basic aspects of SEO can be automated, at the end of the day, having an SEO professional at your disposal is much more valuable than any software that claims to do the job for you.
    • Let's compare SEO to fixing a car. If you have the time, know-how, and tools needed to do the job, then you can certainly do it yourself. But many people choose to hire mechanics instead, because they trust the expertise and long practice of those professionals. Similarly, businesses often hire companies like Wpromote to handle their SEO efforts due to the amount of knowledge required to effectively run an SEO campaign, not to mention the time required to do so. SEO is also ever-changing, and keeping up with the shifts in algorithms prevents the best practices of yesterday from becoming the cause of penalties tomorrow. Running a business is a full-time job, and SEO is no different. Oftentimes, business owners find that they are better off concentrating their efforts on growing and managing their company, and leaving tasks like SEO and web design to those who specialize in providing these services.
    • This is a difficult question to answer because every website is unique in how their site is currently set up for SEO. Some sites were designed with SEO taken into consideration, while others have never been looked at/worked on from an SEO standpoint. As such, every site will require attention in different areas than others. For each individual site, our SEO team will research your niche/industry and evaluate what needs to be done to the site so that it can perform strongly in the search engines.
    • SEO is by no means an overnight fix. Depending on how competitive your industry is, it can take months to begin to rank well in search engines. Once your site begins to rank well, the battle isn't over; SEO efforts will need to be continued in order to maintain those high rankings. The ever-changing nature of SEO also requires constant monitoring and upkeep. SEO is best viewed as an ongoing process; in the same way that traditional marketing is never really "finished," SEO efforts need to be nurtured consistently over time.
    • While it is common for the homepage to be the most important page on any given site, we recommend that every page on a site be optimized. You never know which pages on your site are going to rank for certain keywords. Due to the fact that there is potential for every page to list for some queries, you want to make sure that each page is optimized to list well for the most relevant keywords.
  • Social Media FAQs

    • Social media has become part of daily life for many Internet users. It can be effectively leveraged to reach a vast audience through various online networks (Facebook, Twitter, Instagram, Pinterest, Google+). By communicating with consumers on a more personal level, companies can simultaneously reinforce their credibility and promote word-of-mouth ambassadors. This is a simple, cost-effective way to enhance a company’s public image.
    • Facebook ads allow you to easily advertise a destination on or off Facebook, such as a Page, Event, Application, Group, or even your own website. It is set up on a pay-per-click or impression system and has the ability to target Facebook users by location, sex, age, keyword, relationship status, job title, workplace, college, and thousands of specific interests.
    • Facebook has established a basic protocol to differentiate between people and businesses, to help maintain and protect people’s privacy. Businesses on Facebook are only to use Facebook Pages. A Facebook Page has all the same basic functions as a profile, but does not have access to view the profiles of their fans.
    • By having social media profiles you will be amply prepared to handle both negative and positive feedback. Social media profiles give you the opportunity to reach out quickly and directly to the consumer and combat negative sentiments. YouTube, Facebook, Twitter, Google+, Pinterest, and Instagram give you the opportunity to establish a positive and helpful appearance for your company through constant contact and interaction with the target demographic.
    • Social media websites are very strong when it comes to search engine rankings so they have the potential to rank high for your company. Social media websites such as Twitter, YouTube, Pinterest and Google+ have extremely strong domains and are indexed by Google. Therefore, they can get your company to rank high in search engines, giving your company more visibility in the search engine results page (SERP).
  • About Wpromote

    • Wpromote is headquartered in El Segundo, California, overlooking LAX airport. Our mailing address is: Wpromote Inc., 2100 E. Grand Ave. First Floor, El Segundo, CA 90245. Wpromote also has an office in Chicago, IL.
    • Wpromote is a leading online marketing firm and digital Commerce Agency offering a comprehensive suite of services such as paid search, SEO, social media, email marketing, and content marketing. We are one of the fastest growing private firms in the country and currently have over 200 employees working in our LA office. We have helped more than 37,000 clients in over 60 countries achieve their online marketing goals since 2001.
    • Michael Mothner is the Founder & CEO of Wpromote Inc., one of the world's leading search engine marketing firms. An Economics and Computer Science major at Dartmouth College, Michael is a respected member of the online marketing community. He is one of four annual invitees to the Google Client Forum, a member of ThinkLA, a regular speaker at industry events, and an oft-quoted source in the search engine marketing industry. Michael has been featured as "30 CEO's under 30 To Watch" by Inc. magazine, a recipient of the PricewaterhouseCoopers Entretech Award for Entrepreneurial Spirit, and featured in Entrepreneur Magazine.
      To read more about Michael Mothner please visit our newsroom.
    • Wpromote is a highly-awarded company that has been running online advertising since its inception in 2001. A few of our awards include seven-time Inc. 500|5000 Honoree, 4 Time Ad Age Best Place To Work, 2010 Deloitte Technology Fast 500 winner, and Google AdWords Partner Certification. Click here to view additional awards and accolades Wpromote has received.
    • Wpromote works with clients of all sizes in all industries. From the local florist to Fortune 500 firms, every client is a valued part of the Wpromote family. A few of our clients include Toyota, Dickies, Wienerschnitzel, TUMI, Verizon, and Feel free to take a look at more of our clients or check out case studies of how we have improved clients’ online marketing campaigns.
    • Wpromote's small business services include GoSEO, QuickList, and SocialBoost. All are priced affordably to meet the competitive needs of a growing small business. Our agency services such as Paid Search Management, Search Engine Optimization, and Social Media Management vary in price and deliverables. We have a solution to fit every company’s needs. Please contact us for additional information.

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