Happy PPC Spending Over the Holidays

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As the holidays approach, so do more marketing opportunities as consumers begin their buying frenzies. A recent article about making good investments in PPC spending over the holidays aimed to remind everyone that PPC analysts should make sure their clients are getting the most for their money, especially during the holiday season.

The article recommended looking at competitors’ PPC data during the holiday season to determine if you should push new products or not. There are different tools we use to look at this data, such as SEMrush, which helps us analyze your competitors moves by looking at the proportional increase or decrease of advertising PPC budget that your competitor is allocating for their new products.

We can use this tool to see if your competitor is adjusting their budget and if they are bidding on a product keyword or not. This helps us try to determine why they may be bidding on that certain keyword and if we need to make adjustments as well.

If your competitor is spending more on a product that you aren’t selling and less on one that you do, then the article recommends that your company begin selling it so that you can take advantage of your competitor’s success.

It takes time and experience to analyze your competitor’s strategies and make the right PPC spending decisions for your company. To ensure that your company is getting the most out of your PPC campaign, especially as the holidays approach, contact Fahrenheit Marketing today and learn more about how our PPC strategies can help your company grow.

Who cares if you have a responsive web design?

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Who cares if you have a responsive web design?

Google does — and so should you.

In a Google blog post discussing the best ways to create a mobile presence that Google can easily crawl and index, Google’s number one suggestion was having a website with responsive web design.

Responsive web design means that your website can adjust and shift its content around to fit any size screen or screen resolution: tablets, smartphones, PCs, TVs, etc. With responsive web design you don’t need a separate mobile site from your website, so it makes everything simpler, especially for Google.

Google has been recommending companies to get responsive web designs so it can save its resources. If you have separate websites for each kind of device, it uses a lot of the search engine’s processing power to crawl it.

A responsive web design will also save you time and money when updating, changing or maintaining your site. Plus, it leads to higher conversion rates since each user can interact with the site with whatever device is at hand.

With one site, you also don’t have to worry about your analytical numbers being off in tracking true users. This leads to better marketing campaigns and again, more conversions.

If you would like to take a look at one of Fahrenheit Marketing’s responsive web designs, test out our site on your tablet or mobile device. Then contact us today to learn more about how you can get a responsive web design that your users — and Google — will love.

Branding So Good You Forgot It was a Brand

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What is a brand?

Your brand is your company’s reason for existing and how that reason is expressed through your advertising, website, social media, etc., to your customers, shareholders and employees. Even though you create your company’s brand, a brand is really a combination of the associations and value that your customers place on your business.

So how does a brand go from a company selling point to something so popular that it’s found in the dictionary? These brands below are not just a brand name, but have become the only words you can think of to describe the product:

  • Band-Aid -Johnson & Johnson
  • ChapStick – Wyeth
  • Dumpster – Dempster Brothers
  • Frisbee – Wham-O
  • Google – Google
  • Hi-Liter – Avery Dennison
  • iPod – Apple
  • Jell-O – Kraft Foods
  • Kitty Litter – Edward Lowe Industries
  • Kleenex – Kimberly Clark
  • Laundromat – Westinghouse Electric
  • Ping Pong – Parker Brothers
  • Post-It – 3M
  • Q-Tip – Unilever
  • Spandex – DuPont
  • Thermos – Thermos LLC
  • Velcro – Velcro Industries
  • Viagra – Pfizer
  • Wite-Out – BIC
  • Xerox – Xerox

Is it good for a brand like Ping Pong to wind up in the dictionary? It usually means that it is the first product on your mind when you are at the store or searching online. But then there are the legal issues that go with it and the fight to keep your brand under your company. What do you think? Would you rather be on a list like the one above or not?

To learn more about branding and how to market your company, contact Fahrenheit Marketing today.

Search Engine Specialist Zane Schwarzlose

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Fahrenheit Marketing Team Member Profile

Zane Schwarzlose is Fahrenheit Marketing’s Search Engine Specialist. Zane keeps his nose to the SEO grindstone while standing up. It started small, with Zane collecting empty boxes from the Fahrenheit employee lounge that once held a bounty of office snacks. One by one, these boxes (sometimes still full of snacks!) were carefully balanced atop one another on Zane’s desk until they enabled him to work his full day in a more comfortable stand-up position. Once Zane decided that working at a stand-up desk was right for him, Zane made the leap into a more permanent solution — a stand-up desk from JustStand.org. Zane’s quiet demeanor and solid work ethic belie his razor sharp humor. With a B.S. in Agribusiness from Texas A&M University and an M.S. in Information Studies from the University of Texas, Zane’s skills and talent are serious business.


What influenced you to choose a career in SEO?


I got interested in SEO when I was working with some digital library software in my Master’s programs. Some of our online collections weren’t ranked highly by Google and I wanted to find out why. Three years later, I’m still finding out why. :)


What part of your job makes you feel most successful?


I enjoy efficiently spending our client’s PPC budgets. I’m cheap and detail-oriented, so I like getting our clients the most leads for their money.


What is a typical day for you at Fahrenheit?


9:00 a.m.- 10:00 a.m. — Check SEO reports
10:00 a.m. – 2:00 p.m. — Link building (in many forms)
2:00 p.m. – 3:00 p.m. — Lunch at the San Francisco Bakery (Grilled chicken, salad and whole wheat bread.)
3:00 p.m. – 5:00 p.m. — Managing PPC campaigns
5:00 p.m. – 6:30 p.m. — Other tasks/dreaming about new strategies


What is your ultimate goal for Fahrenheit?




Are there any particular trends or policies in SEO on which you’d like to share your thoughts?


I’m proud that we use a content-based strategy for our clients’ SEO. News release writing, blog writing, guest posting and just making great content makes the Internet better and I’m glad we’re a part of that.


What hobbies do you enjoy most when you aren’t working?


I lift weights, kick box and play around Austin with my duo The Deadly Buzz.


What would you like others to know about you?


I’m getting married in two weeks to my best friend.


What is something about you that might surprise others?


I’ve read every book on SEO that’s ever been published.


How would you describe yourself?




It is the highly skilled team members like Zane at Fahrenheit Marketing who create the strategies and follow-through needed for successful Internet marketing. Call Fahrenheit Marketing for your Internet marketing needs at 512.206.4220.

Stay on Google’s Good Side

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With Google’s recent Penguin update, many sites are finding it difficult to rank high in search engine results. The Penguin update was intended to weed out sites using spammy, black-hat or questionable search engine optimization (SEO) techniques to achieve a high search engine rank. These black-hat techniques violate Google’s policy and Google holds sites accountable for shady SEO practices. In fact, Google’s unofficial motto is “Don’t be evil.”

Here are just a few tips for keeping your site in check:


  • Don’t keyword stuff, which means putting in keywords where they don’t belong just to game the rankings.
  • Do use keyword phrases and natural language.


  • Don’t use automatically generated or scraped (copied) content to keep your site “fresh.”
  • Do create fresh and informative content. Quality over quantity is very important here.
  • Don’t have duplicate content or even very similar content across the pages of your site.
  • Do make sure your content has its individual page and is easy to find.


  • Don’t buy links or engage in illicit link swapping practices.
  • Do build links through guest blogging, relevant blog comments and superb content that naturally attracts visitors (quality over quantity is also very important here).
  • Don’t create anchor text links based on stiff-sounding, obvious SEO search phrases.
  • Do create anchor text links that are relevant to your content and the content of the target link.


  • Don’t comment a sales-pitch on a blog or place your URL in the comment field.
  • Do add your URL to your topic-related comment if the form has a field for your URL.

Internet marketing practices are constantly evolving. Google makes approximately 500 algorithm updates per year. In an update on October 9, 2012, Google took site layout to task for too many advertisements above the fold.

While Internet marketing can be simple, it can also be daunting and time-consuming. If your business is just starting out or is growing at a steady pace, you may need an experienced Austin web design firm to lead the way. Call us at 512.206.4220 for your marketing needs.