Archive for the ‘Adwords’ tag
Online Marketing Gets a Boost From Better Site Searches
photo credit: stoneysteiner
Online marketing professionals should take note of recent guidance on how to optimise a business’s on-site search and navigation to drive up sales and increase customer satisfaction – pointing out that there are various ways that retailers can improve this.
Fact-Finder head of UK operations Mathias Duda said that improved search and navigation on websites “can drive sales through personalised merchandising, increase a user’s experience of a brand and help retailers get a better understanding of their customers and how they behave on their website” – adding that too many retailers neglect site optimisation as part of their online marketing strategy.
One major improvement that can be made is changing the search function so that it understands misspellings and synonyms – up to 40 per cent of queries are spelt differently to actual product names, so this would clearly increase sales.
A general point also worth considering is that improved knowledge of what customers are seeking on a site will in turn improve online marketing by improving the efficiency of AdWords and SEO choices.
Internet Marketing and its bigger picture
Time and time again speaking to new people looking to improve there fortunes online the point of view of the individuals situation is different. Many companies may start from using Google Adwords and progress due to increasing costs to Search Engine Optimisation or Vice Versa. One common situation is companies are either pro SEO or pro Cost per click and it is very rare where you will find a company willing to embrace both mediums. It is without question or doubt the need for both areas to be fully covered accordingly is vitally important if your company is to work to its full potential online.
It is said Google Adwords takes up to 40% of any incoming traffic generated for any keyword and can you really see this changing ? We certainly can’t so straight away by discounting something like adwords you are cutting out 40% of your potential audience. This could be taken from the other perspective and given a SEO bias what we are trying to say to the UK business community is take a step back from your current online marketing plan could you potentially “not see the wood for the trees” due to the unbiased push towards one particular form of online marketing.
We have found that many companies are doing and have been doing this for over a decade at times. Now we have another perspective that of social networking and this can be a real gold mine for many different industries online . Using this in a way to help engage with the audience is a fantastic way of increasing traffic and unlike other forms of advertising online this is a real longterm project.
Take that step back and consider the whole picture for the future thinking of your presence online. You may well be losing out on a large percentage of your audience online.
Conversion Tracking In Google Adwords
One of the first things we setup when setting up or taking over a google AdWords cpc campaign is conversion tracking. If you operate a e commerce site then conversion tracking is a must if you are going get the best out of your AdWords budget. I am going to give you a few examples from two different AdWords campaigns.
The first campaign was already setup and we ran into the same old problem where keywords were packed into irrelevant ad groups and had very poor quality scores. Now quality scores and CT R’s (Click through rates) are one thing but conversions can in some cases throw these out of the window. You could have one of the best performing keywords and ad groups but if after a period of 3 months the cost per conversion is poor and leaving you with no return on investment then don’t be afraid of pausing it.
If you don’t have conversion tracking installed it is like tying one hand behind your back from the start. If you are unsure of how conversion tracking is installed consider getting in touch with reputable Internet marketing experts. This way it can be installed correctly and they can pay for themselves with the savings generated.
The second campaign was a complete new setup so ad groups were setup correctly the ads were written to generate good Click Through Ratios. Conversion Tracking helped us establish an average cost per conversion and we could adjust ad groups and bidding accordingly. In terms of percentages the savings conversion tracking has made is at 30%
If you consider this over a month or years spend on AdWords its easy to see the benefits. It could stack up to literally thousands of pounds in savings.
Ok lets say you don’t have an e commerce site conversion tracking can still be setup to track emails, sign ups or any other specific goals you may have via your website make setting up conversion tracking a priority for your AdWords success.
Blue Ribbon Network Coach Hire
Online Media Direct were please to help an innovative new site the Blue Ribbon Network website that offers a wide range of ground transportation services across the Uk. It is one of the UK’s only price comparison websites in this industry. The innovative design and feel allows prospective new customers the ability to sign up through the website and receive there desired information.
The Blue Ribbon Services Include -
- Chauffeur Hire
- Limousine Hire
- Coach Hire
- Wedding Hire
- Coach Hire UK
- Coach Hire London
- Coach Tours London
Improving the performance of Google Adwords
These are just a few of the different transportation options at a wide range of different events. The company already provide coach hire services to local football teams including Barrow football club. Our task was to improve the existing fortunes of the Google AdWords campaign which was already setup and running.
One of the common problems we find when taking over any adwords account is the amount of keywords being served from one single adgroup this was one of the first changes made. We have been able to increase the quality score and click through ratios on a large number of keywords. What this means in real terms to the customers is by having the more relevant ads that generate better Click through ratios you receive a reduction in cost over position on google.
So the more relevant your ads is to the keyword the better the performance. Adwords cpc loves relevant information irrelevant information in frowned upon by google as it effects the quality of there product.
As Blue ribbon also has its very own log in system we have been able to integrate the all important conversion tracking which will enable us to further fine tune the campaign and reduce those all important wasted clicks. If your company are looking for any further help with travel arrangements this year we would fully recommend the Blue Ribbon network experience a very hard working dedicated team who offer a excellent money saving service.
Working for the Boys
Google Adwords Case study – B & E Boys Ltd
Online media direct are please to announce our new google Adwords cpc client B & E Boys Ltd. The Rossendale based company will be promoting there “space self storage” and “Kingfisher business centre” based at Rawtenstall.
Adwords Campaigns for Space self storage and the Kingfisher Centre Rawtenstall.
Promoting brands through Google Adwords.
Google Adwords Preview Tool
Google Adwords Preview Tool
If you use google AdWords already with us and like to check where your ads are positioned during the day. We would recommend you use a specific tool tailored for the job. When you check your ads online again and again you are adding impressions to you ads and reducing the click through ratios. Which in turn will reduce the quality score of the ads.
Also when you check again and again, google made changes a few years ago to AdWords as you are checking your ads and no doubt wont click on them this then results in your ads not displaying on searches as they are deemed as not being revevant to your search. We had a large number of customers that had this problem and had to provide a link to the adword preview tool.
So please do be careful not to over do it when checking your google adwords cpc advertisements it can have a negative effect on your campaign and in the long run cost you money.
links to google adwords preview tool
https://adwords.google.com/select/AdTargetingPreviewTool
Why not try to see your google ads on the adwords preview tool above. Another factor to consider which may be totally unrelated to the point made above is your daily click budget and they way your ads are delivered throughout the day. As this can be in most cases be the main reason for you google ads not displaying when you search.
Google evenly spreads your daily budget throughout the day so if you have a low budget in comparison to the daily amount of traffic provided it can result in ads displaying intermittently throughout the day.
Yellow Grid Case Study – Providing it support locally
Yellowgrid Providing IT Support Locally.
We are pleased to announce Online media direct have teamed up with local it support provider Yellowgrid. Based in the North west of England Yellowgrid provide It support to several different companies in the area. It can be very expensive having your very own IT manager hence Yellowgrid’s professional it support services being so popular.
Covering Manchester, Oldham, Bury, Rossendale and many more ares in the region. Our aim in helping Yellowgrid was to improve upon there existing Google adwords cpc campaign. The current campaign that was running was using just one adgroup to serve all there keywords. So right away we set to work on researching additional keywords and providing relevant ads for there campaign.
Click through rates have already increased and in the first week a new customer was provided from adwords that were in the 4 th position on the right hand side of the page. The it support industry is a very competitive industry especially with cost per click and we have found a large number of high costing generic phrases that obviously convert very highly. But with our combination of long tail regional search terms and a small number of those generic phrases we are already seeing improved results.
Yellowgrid Provide IT Support Locally
Improving Yellowgrids Local Search Results on Google
Yellowgrid also already have a great seo setup and with the use of there several local area specific sub domains. The campaign will continue to go from strength to strength and help improve there local search results.
Here is a quote from Yellowgrid Managing Director – Craig Graham -
“Prior to working with Online Media Group we ran a Google Adwords Campaign that was managed internally. We thought we had done all we could with the Campaign and optimised it as best we could for our industry. The result was that we received little enquiries as a result. Online Media explained that we were missing quite a few tricks and revamped our campaign introducing more than 30 new optimised Ads designed to ensure that we got the maximum appearances whilst maintaining relevance.
We found all staff to be extremely helpful and willing to share their expertise. All enquiries ongoing have been dealt with swiftly and efficiently. It’s was well worth handing over our campaign for professional management.”
We are looking forward to helping Yellowgrid continue there online marketing adventure. We will keep you posted on any further developments.
