Archive for category Google

Google AdWords for Small Businesses

When it comes to promoting your business services or products on line, this is achievable for small businesses using Google AdWords. Small businesses can even tackle the big guns in their industry for an achievable budget on this platform. By setting up an AdWords account correctly, even a small budget can yield impressions and clicks on Google provided you use the right targeting options and account structure.

The Issue

The main point to understand about Google AdWords is that it is a complicated platform and is difficult to master. Anyone who tells you it is a walk in the park is not telling you the truth, however when implemented correctly it can bring great results to your business objectives. Don’t get me wrong. Anyone can go in and set up a campaign. However, to maximise it and make it work for most businesses AdWords takes careful planning and practice to master which can take time. Time most business owners just don’t have, in addition to their already loaded work schedule. This is one of the reasons there are so many businesses who don’t think AdWords really works. However, with time, effort and patience your Google AdWords campaign can yield great returns and there are many businesses out there who have increased their profits dramatically and others who use it as their main advertising medium.

Keep It Simple

What a lot of business owners think about AdWords is that you need to have a huge account with hundreds of keywords in it or a huge budget. The fact is, you don’t need a huge campaign to be successful. If you have an AdWords account with too many words and not enough time to manage it you will most probably overreach and waste money. The best approach is to start your campaign small and over time as you become more comfortable with the platform gradually grow your account. Obviously the size of your account deciphers how much time is required to manage it.

Tracking Your AdWords Progress

One of the best pieces of advice we can give you is to track your AdWords account. By this we mean setting up a Google Analytics account for your website so you can get accurate data on your visits, users etc. You can then link your AdWords and Analytics account and monitor the return from your AdWords campaigns. Also set up AdWords Conversion Tracking which gives you data on your Campaigns, Ad Groups, Ads and Keywords. This tracking informs you of clicks and conversions from specific keywords and gives you a great insight into how each keyword or Ad Group is performing.

Don’t Overreach

Keep your account manageable and don’t try to overreach. This can happen in a number of situations such as miss-targeting your ads. Be it network, location, device targeting or even down to the match types used for your keywords, incorrectly targeted ads will guarantee to lose you money. It is always best to plan your account and target your campaigns towards pre-qualified search users, by doing this you will get higher click-through rates and hence higher conversions.

Don’t Overpay – Set A Consistent AdWords Budget

Getting to the top of Google SERP page is not essential in AdWords campaigns, it probably won’t even be a reality when running your campaign on a small budget. So our advice is to take a step back and look at your budgeting realistically. Firstly, set a daily budget that will determine how much you will pay over the month. In AdWords you decide your monthly budget and divide it by the number of days you are running your campaign in the month, to get your daily budget. The budget must tie in with your businesses financials e.g. don’t spend more on clicks that will eat into your company profit unless you have a strategy in place to drive return on investment whether in the short or long term.

By careful planning around your budget. Set up your campaign clearly, this will reduce your time and effort around changing your budget. Also bear in mind if you keep changing your budget it means Google has to recalibrate how it shows your ads and hence can impact negatively on your account.

Google will suggest increasing your budget in order to increase your clicks. Before doing this, ensure that the clicks you are targeting will drive the right traffic for your business.

Bidding In AdWords For Small Businesses

Bidding is a very important factor in determining your ad positioning so it is essential that you calculate correctly how much you will be bidding based on your budget to ensure an ROI. Here is a nice formula to work off:

Revenue or Customer’s LTV * conversion rate = Max Bid

Once you have decided on your maximum bid, your quality score will determine your ad positioning. The higher your quality score, the more likely you are to rank towards the top of the page.

Next Steps

Now having made informed decisions on your targeted traffic, budget calculated and set correctly and bidding set, you are on the way to running a profitable AdWords account.

If you need help setting up or managing your pay per click campaigns, contact WebResults. We have dedicated PPC specialists with the expertise to get your AdWords campaign working for your business. Call us on 01-2071872 or email us at info@webresults.ie

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What does the Google Hummingbird update mean for your web strategy?

Google_logoIn September 2013 Google announced the biggest update to its search algorithm in over a decade. The update is called Hummingbird and it is the third update in around 18 months after the Penguin and Panda updates. Although many sites felt the effects of Penguin and Panda, these two updates were just tweaks to an algorithm. However, the Hummingbird update was a major overhaul of the algorithm.

This update, like the ones before is aimed to improve the search results. So how is it going to do that?  Hummingbird specifically focuses on semantics – which is the relationship between the words in the search. Therefore, Hummingbird will be paying more attention to each word in a search query, rather than just focusing on particular words. The aim is that the results match the meaning of the search rather than just a few words of the search.

So the principle is still the same; to produce high quality and regular content. But you may need to tweak your content in some ways. The update means Google is capable of understanding more detailed searches, so you may want to focus on more specific topics. Rather than writing about “the best mobile phones” you might write about the “the best mobile phones for business executives”. You can also vary your keywords as Google can now substitute a keyword, based on its understanding of the search, so an example of this could be substituting the term “GAA jersey” for “gaelic jersey”.

Although Google only announced the changes in September the changes have been in place since August. So if you have seen a major change in the traffic visiting your website since then it may be time to look deeper into the Hummingbird changes.

At Webresults.ie we provide a wide range of digital marketing services including search engine optimisation (SEO) and web content strategies. To find out more about any of our services please contact us.

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Why you Should Track Sales Through Google Analytics’ Goal Funnel

Tracking sales through a goal funnel:

Google Analytics is a great tool for analysing all aspects of your digital marketing activities. Within Google Analytics there is tool called a “Goal Funnel”, which allows you to view each stage in the process of a visitor completing what you have decided is a goal. This is a very effective tool when tracking the sales or leads that are generated through your site.

 

Google Analytics Goals Funnel

Google Analytics Goals Funnel

This funnel is set up for each of the pages a visitor goes through before they complete a transaction – in the able example, there are 6 pages. You will see in this case, 8,098 visitors have added an item to their cart; however 5,705 (70%) people have changed their mind and decided against purchasing this item at this first stage.

 

Of the 2,393 visitors who continued to the billing stage, 719 (30%) visitors decided against the purchase. This goes on through three more stages until you get a final figure of 1,371 visitors who completed a transaction on your site during this particular timeframe.

 

By tracking sales through a goal funnel, you can see at what stage people are leaving the funnel and in turn you can work on identifying why and putting measures in place to avoid people leaving. If a large amount of visitors are leaving at a page which requires personal information, then maybe you’re asking for too much unnecessary information. This funnel can help you optimise your online checkout to suit your customer’s needs.

 

Tracking your sales as goals through Google Analytics is a great way of measuring the ROI of your online market. For example, you may discover that referral traffic from Facebook buys more than your referral traffic from Twitter. This kind of information can be vital when determining which strategies to focus on in the future.

 

For more information on goals and funnels in Google Analytics, check out our info centre.
If you would like to find out how to maximise your use of Google Analytics or if you have any questions regarding Google Analytics or any other form of Web Analytics then please contact us at WebResults.ie.

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Gmail Update: How It Affects Marketers

How Does the Gmail Update Affect Marketers?

 

Gmail has recently updated the look of a user’s inbox by having email’s categorised into (up to) 5 different folders. The categories include; Primary, Social, Promotions, Updates and Forums. The user can choose which categories they wish to use, and can even choose to opt for a primary inbox only.

New Gmail Layout

New Gmail Layout

Every email is then automatically placed into its relevant category, the categories are defined as the following;

Primary – This is the most important category within the inbox. This tab features messages from family, friends and contacts that don’t appear in any other tab. It also features starred messages.

Social – This tab is for any form of social site being used such as Facebook, Twitter, LinkedIn etc.

Promotions – This is the tab where emails involving any deals and offers etc. will go.

Updates – Automatic notifications of bills, statements and reminders. Emails such as airline confirmations and credit card statements will appear in this tab.

Forums – Messages from any forums or discussion groups that a user participates in

What does this mean for marketers?

With this update, the power goes straight back to your leads and customers. Most of your emails will be automatically categorised as a promotion which can either deter or entice a reader into opening it.

This does however mean that those who do open your email are more open to your products and services as they opened your email in full knowledge that they are reading about a promotion or offer.

Gmail’s filtering system is very clever, so once your subscribers engage with your email more regularly, there is a good chance that they will begin to appear in their Primary tab. The subscriber can also chose to have emails sent by you to appear in the Primary tab manually. This is why you shouldn’t bombard your subscribers with a continuous stream of sales pitches, instead offer useful content and a select amount of promotional offers.

Why use Email Marketing?

While some people argue that the open rate of promotional emails is low (roughly 21%), that is a percentage of what can be a very vast or specific audience. Email marketing can be very direct and a good way of making customers aware of any new products or promotions you have to offer.

If you have any questions about Email marketing and how it could work for your business, please contact us at WebResults.

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Google Analytics: Event Tracking

Google Analytics: Event Tracking

 

Google analytics is a great tool for seeing how your online activity is performing.  With event tracking, you can determine what is classified as an event. An event may be something like a visitor pressing play on a video, or a visitor clicking on a link like the one highlighted below.

 

Event Tracking (links)

 

With a tracking code inserted (by a web developer) on a link such as this, you can now gain an insight as to the number of people completing this event and whether or not it is encouraging enough visitor interaction.

 

After clicking on this link, the visitor will be taken to separate page with a signup form. This can be tracked as a separate event enabling you to compare the number of visitors who clicked on the link, with the number of visitors who complete the form. This enables you to see if people are being put off by the layout of the signup form and bouncing off the page. You could then use the information gathered from Event tracking to improve the layout of the form to increase conversions.

 

 Event Tracking (Form)

 

After inserting these tracking codes, you can then easily view their progress through your Google Analytics account online.

 

Unique Events:

 

Within Google Analytics you can view Unique Events. These are important to monitor as one user may click back and forth on the same element numerous times, and Google analytics knows how to differentiate each unique user. Examples of this would include pushing play and pause on a video.

 

Why use Event Tracking:

With Google Analytic’s Event Tracking, you will be able to streamline your conversion funnels from entrance right through to payment receipt, improving the visitor experience and increasing the likelihood of your site being recommended to their friends.

If you have any questions regarding event tracking or any other aspects of Analytics, please contact us and at Webresults and we will get back to you right away.

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Google’s New Keyword Planner: Positives & Negatives

Google Keyword Planner

 

The once useful and efficient Google Keyword tool is no longer in use. It has now been reincarnated as Google Keyword Planner. This has earned a mixed response from its users, and there are both positives and negatives to be found with this new Keyword Planner application.

The Keyword Planner function is a combination of the Keyword Tool and the Traffic Estimator, which aims to give you results for both through one platform. Here is a breakdown of the positives and negatives of this new Keyword Planner.

 

keyword_planner

 

Positives of Keyword Planner:

  • A major development in the Keyword Planner is its ability to provide the volume of a keyword search at a city level, which enables organisations to segment their audience to specific geographic locations for optimum results.
  • Users can now upload up to 10,000 keywords from their own list to get performance data.
  • The Keyword Planner also allows users to categorise results by ad group, landing page, among others.

 

Negatives of Keyword Planner:

To use the Keyword Planner, users must now login to a registered AdWords account.

The Keyword Planner doesn’t offer the following;

  • Match type data for search volume.
  • Global vs. Local monthly searches.
  • Device targeting.

Are you having problems with the new Keyword Planner?

At WebResults, we have a team of Adwords experts who know how to best use the Keyword Planner tool for optimum results. Please contact us, and we can help you set up an effective Adwords campaign, among our many other services.

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News Metatag: What is it?

News Meta Tagline : What is it?

 

Last year Google launched a “news keywords” metatag for news publishers. This came about due to news publishers struggling to get their content found as their headlines didn’t contain certain keywords or phrases.

This was introduced as it sometimes proved difficult to incorporate  all the keywords or phrases into a headline which would read well and grab the attention of someone browsing that topic.

These news metatag’s have a similar format to the normal  keywords metatag, in that the news keywords metatag allows publishers to specify a collection of terms that apply to their news article. Here are some guidelines to follow when incorporating a news metatag into your piece.

The butler article

 In the above article from the New York Post, the headline reads “The Butler” cleans up. This headline makes sense to the reader when considering the overall piece is about a film entitled “Lee Daniels’ The Butler”. This however does not make sense to a Google crawling device, tracking and storing information. On the basis of the headline alone, the device does not know this is an article about a film and will not show it up on results regarding terms such as film news.

In a search for “the butler film”, the New York Post’s article does not appear in the results, this is down to its ambiguous title, here are the results given;

The butler search

A metatag would greatly aid this headline when it comes to the search results. A metatag for this piece would look something like the following;

 

  • <meta name=”news_keywords” content=”Lee Daniels’ The Butler, Film, Box Office, Forrest Whitaker, Oprah Winfrey”

 

This will ensure this article gets shown for searches containing terms such as Forrest Whitaker and Box Office.

 

How to use a news Meta tag for your piece:

A traditional meta keywords tag is started with

  • <meta name=”keywords”

Whereas the news Metatag is started with

  • <meta name=”news_keywords” content=”

Within the content section of the tag, you can enter up to 10 keywords or phrases.

Each word or phrase is to be separated by a comma. These commas are used as a delimiter for keywords. Spaces have no relevance within the tag.  

 

The following is an example of a metatag for an article about the 2013 All Ireland Gaelic Final;

  • <meta name=”news_keywords” content=”All Ireland, Croke Park 2013, Mayo vs Dublin, gaelic, football, GAA”>

Each word or phrase within the tag is of equal value, meaning that the first word/phrase is not considered more important than the tenth. In this case, “GAA” will be just as relevant as “All Ireland” when Google shows up articles regarding this search.

 

If you are experiencing any difficulties with the news metatag, please contact us. At WebResults we have an experienced team of experts who can help with any needs or enquiries you have regarding metatags, metadata or any other aspect of SEO. We also offer a wide range of other services for your digital marketing needs.

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