14 Jul

Optimising your PPC Strategy beyond the initial click

 

Pay Per Click marketing is a popular way to use search engine advertising in order to generate traffic to your website, in fact, it’s one of the most commonly used and affordable methods of advertising online.

What exactly is PPC?

Essentially, Pay Per Click is a way of buying visits to your site rather than trying to attract traffic organically.  And, let’s face it, getting your site ranked on search engines like Google organically can take a lot of time, resources, and an in-depth knowledge of how websites are put together.

The concept is simple – rather than paying a fee to place your advert, every time someone clicks on your ad, you pay a small, pre-agreed fee to the search engine. Your PPC strategy can use a whole host of paid media platforms, including Google AdWords and Bing Ads, in order to reach out to a carefully targeted audience, build brand awareness, enhance revenue, and optimise campaign results.

In PPC, you can choose the keywords or phrases that you want your website to be associated with when a search is performed. By carefully selecting these keywords, you’ll be advertising to people who are already interested in what you have to offer. Once you’ve chosen your keywords and phrases, you’ll then need to select how much you’re willing to pay each time someone clicks on the search result.

PPC ads are typically listed at the top and right hand side of the results page, alongside organic search listings. When someone clicks on your ad, you’ll pay the current cost per click from your budget and, once your entire budget has been used, your ads won’t run until you’ve replenished your funds.

 

The Benefits of PPC

Pay Per Click advertising offers a whole host of benefits over generating organic traffic.

  • Speed to Market

Firstly, your ads will usually start popping up as quickly as just a few hours after the campaign has been set up, this allows you to start seeing immediate results. It’s worth noting, however, that as soon as you stop paying for your ads, they’ll stop showing as immediately as they appeared.

  • Reach

PPC ads send additional traffic to your website, which will expand your online visibility and help to establish your company as a leader within your industry or sector.

  • Highly targeted traffic

Because you can assign different ads to different keywords and phrases, your campaign can be highly targeted resulting in high quality traffic being driven to your site.

  • Test before you invest

PPC is a low risk way to test for key words, allowing you to determine whether or not a full site optimisation campaign is worth the investment.

  • Optimise ROI

With PPC, you only pay when one of your ads is clicked, making it easy to manage costs, track conversions, and determine your ROI.

 

But just because your Pay Per Click campaigns are getting plenty of clicks, doesn’t mean that these clicks are converting to end results. No matter how successful your campaign appears to be in terms of number of clicks, it’s what happens after the click that truly counts.

Here’s our guide to optimising your PPC strategy beyond the initial click…

Understand your aims

First up, if you want to ensure that your strategy is effective, before you launch your PPC campaing, you need to ensure that you fully understand your aims – what do you actually want to achieve from the campaign? Why are you setting it up in the first place? And we don’t just mean achieve loads  of clicks…they’re just the means to an end. What do you want your audience to do once they’ve clicked? What is the overarching purpose of the campaign? A form fill? A phone call? A purchase? Simply to communicate a key message to your potential audience? Once you fully understand your aim, you’ll be able to put together a strategy, a call to action and a customer journey that supports your objectives.

It’s about more than just top-level metrics

So you’ve implemented your PPC campaign and the results are looking great – you’ve managed to achieve high click-through rates and outstanding conversion rates, all for a low cost per click. What more could you want? Well the fact is that these metrics, as impressive as they may be, don’t tell the whole story.

After all, just because you’ve had hundreds or thousands of clicks on your site, doesn’t mean that any one has actually converted to a customer and bought your product.

This leads us nicely on to…

Ensure the customer journey is in place to back up your ads

Once your potential customers have clicked on your ads, its vital that everything is in place to make their conversion journey seamless and straightforward. The last thing you want is for your leads to be sent to an unresponsive website, get added to an email list that’s never actually used, or find that the product they are hoping to buy isn’t actually available.

To avoid these issues and optimise conversion rates, make sure that you define your user journey before your PPC strategy goes live, test the entire user experience, and understand the entire process behind converting prospective customer into secured revenue.

To ensure that the entire journey is optimised, it’s important to consider the following for each type of Call to Action:

  • Call to Action: Phone Call – Who’s going to answer the phone? Will they be equipped with the necessary knowledge and skills to move the lead onto the next stage of the journey? Do you have enough call handlers to manage a potential influx in calls as a result o the campaign, without an increase in wait times?

 

  • Call to Action: Form Fill – Is there an established and tested drip campaign that is ready to nurture your leads into customers? How long, on average, does it take to convert a new lead into a revenue?

 

  • Call to Action: Purchase – Is the product you’re promoting actually available? Has the website been tested to ensure a simple, straightforward, and positive user experience? Is every aspect of the site UX optimised? Is there a remarketing tag in place that will allow you to recapture a lead who abandons their cart? Do you have an ad campaign in place to engage with and retain the customer after the initial sale?

 

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing PPC Agency in Leicester with clients all over the UK.

 

 

13 Jul

Google to face $1.17 billion antitrust fine in the coming weeks

Google Logo

 

According to EU sources, search engine giant Google will potentially face a record fine of $1.17billion in the next few weeks for ‘abuse of market position’ in shopping search. According to the EU, the company has been abusing its market dominance in search, using its near monopoly in online search to unfairly steer customers to its own Google Shopping Service.

The fine has been expected for some time due to Google’s inability to settle the case with EU regulators. The case was raised in April 2015 when the EU Competition Authority accused the company of distorting internet search results in favour of its shopping service, harming both rivals and consumers.

Although the company made several unsuccessful attempts to settle the case with the former European Commission Competition Czar Joaquin Almunia, his successor Margrethe Vestager has taken a tougher line against the company.

Whilst the EU could potentially fine Google up to 10% of its annual revenue, which in 2016 was over $90 billion, recent reports have suggested that the figure will be closer to $1.17 billion. This will still break the abuse penalty record set in 2009 when EU officials fined Intel $1.12 billion for anti-competitive practices.

And it doesn’t stop there, this is just the first of three potential fines the company faces. The other two anti-trust cases focus on exclusivity provisions in AdWords agreements and Anroid-OEM contracts.

 

What is Google Shopping and how does it work?

 

Google Shopping is a service that allows users to compare products between online stores. Formerly known as Google Product Search, Google Products, and Froogle, the service originally listed products that online retailers submitted free of charge, making its money from the AdwWords based ads that appeared on the side of the page. However, when the service rebranded as Google Shopping in 2012, this changed and payment must now be made.

Google shopping is powered by Google AdWords and Google Merchant Centre. It is managed using product and category level bidding, rather than keyword bidding. Product bidding is done through an AdWords login, whilst data feeds are sent through the Google Merchant Centre login.

Google Shopping operates on a Cost per Click model, but unlike other platforms working in this way, there is no minimum Cost per Click rate in place. Instead, the platform determines its rankings based on bids. So, if you place higher bids, you will potentially rank higher than your competitors. Like other Google search services, rankings are also determined by product relevancy and the Google Shopping algorithm.

 

Why are Google being fined?

The fine is being imposed in response to Google’s alleged abuses in shopping search. According to the official EU Statement of Objections, the fine relates specifically to the following points:

  • Google systematically positions and prominently displays its comparison shopping service in its general search results page, irrespective of its merits.

 

  • Google does not apply to its own comparison shopping service the system of penalties which it applies to other comparison shopping services on the basis of defined parameters, and which can lead to the lowering of the rank in which they appear in Google’s general search results page.

 

  • As a result of Google’s systematic favouring of its subsequent comparison shopping services, Google Product Search and Google Shopping, both experienced higher rates of growth, to the detriment of rival comparison shopping services.

 

What does Google have to say about the claims?

Google has hit back at the claims, stating that regulators have ignored competition from online retailers Amazon and eBay. They have also recently issued a statement stating that the evolution of its search pages has always been about improving the user experience and the quality of results.

The company stated: “Google has always worked to improve its services, creating new ways to provide better answers and show more useful ads. We’ve taken seriously the concerns in the European Commission’s Statement of Objections that our innovations are anti-competitive. The response we filed today shows why we believe those allegations are incorrect, and why we believe that Google increases choice for European consumers and offers invaluable opportunities for businesses of all sizes.”

What happens next?

According to reports, the fine is likely to be imposed in August.

Of course, assuming that the fine is imposed, it’s likely that Google will appeal to the European Court of Justice against the ruling.

In addition to the fine, the EU Commission will also instruct Google to stop any practises that are deemed to be anti-competitive, although it is not currently clear what measures it might order the company to adopt in order to ensure that rivals get equal treatment in internet shopping results. It is thought that they will either set out some general principles or lay down specific instructions for Google to follow.

 

Here at Digital Ethos, we specialise in creating effective digital marketing campaigns that not only inspire action, but also achieve optimum results. If you have any questions about how we can help you to drive your start up business forward in the digital world, please do not hesitate to get in touch.

Our friendly and helpful team is on hand to answer any of your questions and we always go that extra mile to deliver digital marketing solutions that meet your objectives and requirements. We are a growing SEO Agency in Leicester and proud of it!

13 Jul

What are the main reasons PPC campaigns can fail?

 

why do PPC campaigns fail?

As technology continues to advance at an unprecedented rate, more businesses than ever before are recognising the many benefits that come hand in hand with launching highly targeted PPC advertising campaigns.

 

And, with the ability to connect and engage with mass audiences in all corners of the globe, it’s no surprise that many social media experts now consider internet marketing to be one of the most effective and powerful advertising platforms, especially when it comes to optimising brand awareness.

 

Many brands around the world are already using PPC programs to maximize conversation rates, increase engagement and boost sales.

 

But what is PPC?

 

PPC stands for ‘pay-per-click’ and is an Internet marketing strategy whereby advertisers pay a fee each time somebody clicks on their ad. Many marketing experts look at this tactic as a way of buying customers to visit your site rather than attracting them organically.

 

One of the most popular forms of PPH is search engine advertising, which allows businesses to utilise social media platforms such as Instagram and Facebook to initiate highly targeted ad placement.

 

Why do PPC campaigns fail?

 

Like any online marketing strategy, you are not guaranteed to achieve results whilst using this tactic, and it would be foolhardy to think other wise.

 

There are a number of reasons why PPC programs fail. However, the key to preventing these programs from failing is to understand the components that can result in a guaranteed failed PPC program.

 

Here are just some of the reasons why PPC programs can fail…

 

Bad Ad copy

 

As well as your PPC campaign having a good structure, it’s also important that the ad copy is effective, engaging, and impactful.

 

Your copy should have a clear purpose, clearly outline what you are offering, have a clear call to action, and explain why your target market should invest further in your brand.

 

So many businesses don’t take the time to finely tune their ad content and as a direct result, they often fall at the first hurdle when it comes to initiating their PPC campaign.

 

With this in mind, you should invest the time and effort into perfecting the right content based on your business objectives.

 

 

Avoid putting too many options on your landing page

 

When it comes to optimising the success of your PPC campaign, it’s vital that you recognise the importance of getting your landing page right.

 

This is because landing pages are crucial to PPC success. This is because one of the main purposes of any landing page is to maximise conversion rates. Once your target audience has clicked on your ad, the aim is to encourage them to take the next step once they land on your website, whether that’s buying your product, requesting a quote or giving you a call.

 

With this in mind, your landing page should not only be highly focused but you should also avoid over-populating it with too much content. An over crowded or confusing landing page can actually deter visitors from engaging with the content on your website if there are too many options.

 

Instead, there should be easily to navigate and contain clear calls to action, which should be highly visible to your customer. This is crucial if you stand any chance of optimising the success of your PPC campaign.

 

As a general rule of thumb, your landing page should include download options, a contact form and your phone number and email address should be clearly visible at all times.

 

Keep the content on the landing page to a minimum and ensure that the content you do include is clear, concise and effective. So many PPC campaigns fail at the final hurdle, so to avoid disappointment in the early stages of your campaign, it’s crucial that you nail your landing page.

 

 

Don’t neglect your PPC account

 

Another reason why so many PPC programs fail is due to neglect. After all, when it comes to maximising the success of a PPC campaign, you are never going to achieve great results unless you’re willing and able to experiment with different strategies, play around with new tactics and take some risks!

 

This involves taking the time to monitor your PPC campaign closely in order to determine what works and what doesn’t. The majority of PPC programs require careful monitoring on a daily or even hourly basis, especially if you stand any chance of taking your marketing program onto the next level.

 

Conversion tracking is equally important, as this will allow you to amend your campaign in order to yield a highly return on investment.

 

 

Recognise the importance of sitelinks

 

 

A common misconception is that sitelinks are not important, when in fact, they are one of the key components of any PPC account or campaign. So, don’t be fooled into thinking otherwise!

 

Sitelinks are an effective way of adding additional links to your ad by directing your visitors to other relevant sources of information.

 

Despite playing a crucial role in any PPC campaign, many businesses believe that they are not necessary and ask for them not to be included in their PPC campaign. Other reasons why people don’t feel they need them is because their competitors are not using them and that they don’t want to draw too much attention to their advertisement.

 

 

 

Avoid using the wrong metrics

 

 

With so many businesses employing different PPC strategies, it’s very easy to use the wrong metrics when it comes to managing your campaign.

 

For example, it was recently brought to light that having a high quality score will help you to save money due to lower costs per click! However, there are a number of case studies, which have proven that this is not the case at all.

 

After all, if you employ the relevant keywords to effectively trigger relevant ads, then your Quality Score will take care of itself.

 

Instead, you should focus on reaping the benefits that come hand in hand with more relevant metrics that will have a positive impact on your PPC campaign.

 

It can be easy to become fixated on a certain metric based on what your competitors are doing! But remember every business is different and it’s certainly not a case of one-size fits all when it comes to running a successful PPC campaign.

 

And remember, PPC is not for every business, which is why you have not been able to achieve optimum results or you have noticed that your campaign has continued to fail.

 

Lack of goals

 

When it comes to running a successful PPC campaign, it certainly pays to have a vision and a set of goals that you want to achieve. Setting goals is a core component of any marketing plan. After all, if you fail to plan, you plan to fail!

 

When it comes to managing your PPC campaign or account, it’s certainly worthwhile hiring a professional to employ highly effective and profitable online marketing strategies that will help you to achieve your business objectives!

 

There are a wide range of online marketing experts dotted in and around the UK that are perfectly equipped with the knowledge, skills and expertise to help you to achieve the very best results in line with your goals and targets.

If you would like to no more or arrange for a free PPC campaign audit please get in touch with the team today.

22 Mar

Understanding Google Search

google-partner-badge-with-adwords-analytics-logos

We’re all familiar with Google and the vast majority of us will probably use the search facility each and every day. But, how many of us actually understand Google Search and how it works?

For the majority of Google users, this isn’t important. However, if you’re trying to make the most of Google marketing and digital marketing, it’s vital that you understand Google search and how it works. After all, there are some 60 trillion individual pages on the web (a figure that’s growing everyday!), so understanding how Google Search works is the first step to ensuring that your content gets seen.

 

Google Adwords

The section at the very top of your Google search results is where you will find Google Adwords advertisements from businesses targeting the keywords that have been searched for. Everytime someone clicks on one of these results, the advertiser will pay Google for the traffic that the ad has brought to their site.

If your company invests in Google Adwords, this is where your link will appear when anyone searches for one of your paid keywords.

 

Organic Search Results

Next up are the organic search results. This is where you’ll find all of the websites that meet the search criteria. The order of the results depends upon a whole host of factors – and the aim of digital marketing agencies offering SEO is to get their clients to the top of the list as these are the links that those searching are most likely to click on.

 

How does Google find its search results?

To begin with, Google crawls the web, following links from page to page, and sorting all of the pages by their content. The results are then stored in an index.

Next up, the search engine uses a number of programmes and formulas to deliver the best and most relevant results possible every time a search is made. So, when a term is typed into the search bar, Google’s algorithms start looking for clues that will give a better understanding of what the search might be looking for. This information is then used to pull the relevant pages from the index.

 

But how does Google decide what comes first?

Well, the results are ranked based on over 200 factors, including relevance, as well as the quality of the site and the page!

 

So how do I rank highly?

Once you understand the how Google Search works, it’s then time to implement a strategy to ensure that you rank as highly as possible. The search engine’s algorithms are constantly changing, and so it’s always advisable to call upon the services of a digital marketing agency to ensure that your Google marketing strategy is relevant, effective, and successful.

18 Mar

How to create a digital footprint

black-and-white-man-person-hands

As technology continues to advance at an unprecedented rate, it’s more important than ever before for businesses to embrace the digital world.

Offering a whole host of opportunities when it comes to connecting, engaging, and extending your reach to new, existing, and potential audiences, the power of the digital world should not be underestimated or ignored.

Today, it’s vital that your business is in a position to embrace change, especially when it comes to creating a digital footprint that will optimise your brand’s exposure, awareness, and traffic around the world.

After all, building your digital footprint is the epitome of performance marketing, especially when it comes to maximising brand awareness.

Here at Digital Ethos Leicester we are experts in helping you to create a credible, quality-focused digital footprint, which will allow you to truly embrace the digital world.

We’ve created a helpful guide outlining how you can create a digital footprint that reflects your brand in the best possible light.

 

First and foremost you should always have a strategy

In order to reap the benefits of digital marketing, it’s vital that you understand the channels you plan to use, as well as the content you plan to share online.

Having a set of objectives outlining what you want to achieve, as well as a solid understanding of the audience you want to connect with, will help you to secure the best possible results.

After all, your first digital impression counts. You want potential consumers to visit your social media channels and website, and most importantly, to stay for as long as possible. This is your opportunity to connect and engage with your audience, inspire action, and convert traffic into sales, so make it count!

  

Choose the channels that match your strategy  

The digital world provides the perfect opportunity to extend your reach to audiences in all corners of the globe but it’s important that you are connecting with the right people.

In today’s technology obsessed world, there are a range of social media and online platforms that can all be used to reach out to your target audience. However, not all of them will prove to be beneficial to your specific brand and unique set of objectives.

With this in mind, it’s important that you understand the channels your target market is most likely to use. And most importantly, you need to consider the type of content your target audience will engage with. Remember, it’s not all about sharing text-heavy content – online users love visual, audio, and video content. And remember, in order to keep your content engaging and interesting, make sure that you mix it up!

 

Reputation is everything in the digital world

One of the main advantages of digital marketing is that people can share and say whatever they want. This is great if an individual has something good to say about you, but it’s not so good if they haven’t!

With this in mind, it’s important that you recognise the significance of completing a digital footprint audit. There are a whole host of free tools that you can use to find out what is being said about your company, products, and services in the digital hemisphere!

For example, Twitter Search, Google News Alerts, Technorati, and Google are all great ways of checking what is being said about you.

 

But most importantly, in order to establish and maintain a successful digital footprint, it’s vital that you active and socially aware at all times! You should always ensure that you are posting regularly, as well as commenting and engaging with other businesses and of course, engaging with your customers always helps.

Oh, and have fun! Building your digital footprint should be a positive and exciting experience.

18 Mar

5 Tips to help you stand out online

marketing-board-strategy

In today’s increasingly digital world, it’s vital that your brand stands out online. But, with so many companies and messages competing for the attention of your target audience, how do you ensure that your online presence really stands out from the crowd?

Here are our top five tips to ensure that you stand out online…

  1. Optimise your website

 So you’ve created an amazing website, you’re pretty proud of it, and rightly so! But what use is having an all-singing, all-dancing website if no one’s going to see it? Ensure that your website is fully optimised to help people find you, and fast. This can be done by incorporating SEO elements such as meta tags, key words, and links.

As a leading SEO agency in Leicester we can help you optimise your website, ensuing that you stand out online.

  1. Embrace social media

 Social media is an incredibly useful tool when it comes to spreading the word about your brand and your services. But there’s no point in having social media accounts if they are laying dormant. So embrace social media and make sure you regularly post, share, and interact with your audience.

  1. It’s all about SEO

Search Engine Optimisation can help you to gain leverage in search engines such as Google – helping your business stand out online. However, contrary to popular belief, SEO is about so much more than littering your website with keywords. It’s an ever-evolving, long-term process, which requires a strong strategy and an in-depth understanding of the current search engine environment.

With this in mind, to ensure that you see the best possible results, it’s well worth seeking the advice of an experienced SEO consultant. An SEO agency in Leicester we are skilled and experienced when it comes to all areas of SEO – get in touch today to see how we can help you stand out online!

  1. Blog, blog, and blog some more

If your business doesn’t already have a blog, set one up – immediately. Blogging creates new content for your website, and this content not only attracts visitors, but also keeps them on your page for longer. For maximum impact, you should update your blog once or twice a week – this will show that your company is active and has valuable information to share.

  1. Invest in PPC

 Pay Per Click advertising is another great way to drive traffic to your site and boost your online presence. In fact, it’s one of the quickest and most controllable ways to get your business in front of people who are looking for your products or services.    But, as anyone who’s tried it will know, embarking on a PPC marketing campaign without the right knowledge or experience can turn out to be an extremely expensive and time consuming task, offering very little return!

As a leading PPC agency in Leicester, we are perfectly placed to plan you PPC campaign. Get in touch today to find out how we can help you!

04 Feb

How effective is Google advertising and how to get started

By Amy Armstrong

Google advertising is essentially a pay-per-click (PPC) advertising system, which allows users to dictate where their ad appeals by bidding for words and phrases. Like other PPC services, you will only pay for Adwords if someone clicks on your ad.

The process behind Google advertising is quite simple – you choose keywords relating to your business, products, or services. If someone’s search matches your keywords, then your paid-for ad will appear above their organic Google search results. Hopefully, the searcher will then click on your ad, go through to your website, and learn more about you – or, even better, buy! As the campaign is PPC, you will only pay when someone clicks on your link, rather than every time your ad is displayed.

 

But how effective is Google advertising?

As a general rule, Google Adwords is considered to be effective when it comes to driving traffic and ROI. In addition to this, when someone arrives at your site via a Google Ad, it is because they are searching for the terms you have selected – they actively looking for your brand, product, or service, rather than just stumbling across your site by pure coincidence. So rather than having millions of browsing visitors, your ad should generate specifically targeted clicks, which, in turn should increase your conversion rate.

That’s not to say that Google advertising is effective when used alone, however. Far from it. Adwords is effective only when implemented as part of a full campaign that calls upon a mixture of channels and platforms, such as search engine optimisation, email marketing, and social media. As you implement and evaluate your campaign, you will soon start to see the channels that are most effective for you business goals, and adjust your budget allocation accordingly.

 

Getting started

When setting up your campaign, there are a number of tips that you should take in order to ensure that your Google Adwords campaign is as effective as possible…

Identify your goals – Before you start your campaign, it’s important to identify exactly what you’re hoping to achieve and set out clear, well-defined goals. This will enable you to make better decisions about how to apply your budget and also give you a criteria to evaluate your results against.

Is your website up to scratch? – Your Google advertising campaign is designed to drive traffic to your site. So, before you start welcoming people in, it’s important that you ensure that your website has the necessary information and calls to action to reinforce your Adwords campaign.

Assess your budget – It’s all too easy to jump into a Google Adwords campaign and expect to see instant results. But the fact is that these campaigns don’t usually generate substantial results for around 3 months, so it’s important that you allocate your budget over at least a three month period, rather than blowing it all in one go.

Digital Ethos are experts in Google advertising and PPC management in Leicester, get in touch to find out how they can help you to achieve the best results from your campaign.

Call us now on 0333 772 0189 or request a call back from one of our consultants.