A White Paper from Search Star         PPC Trends & Tips           Accountancy             July 2012
About UsSearch Star was set up in 2005 and is now a top 10 independent UK PPC agency.• We do 100% Pay Per Click (PPC) and ...
Accountancy Search Trends                                                                                   *Google Insigh...
Top Terms                                                                      Top Accountancy Keywords                   ...
Structuring your AccountThe top 5 accountancy campaign must-haves:     1.     Set up accounts on all search engines - Goog...
Writing effective PPC adsGet the basics    right:                                                                         ...
Tracking   Implement Google AdWords Conversion                                                   Google Analytics has a lo...
Demographics        •   The best PPC accounts target the            right audience. When it comes to            accountanc...
Next StepsA decent PPC campaign takes patience, commitment and time. It’s nolonger profitable to adopt a ‘set it and forge...
Contact Details http://www.search-star.co.uk/    info@search-star.co.uk
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Accountancy White Paper

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Accountancy-based searches are increasing (up 15% from June 2011 to June 2012). Our insightful white paper explores the why, the wherefore and the what you can do to capitalise on this. A must-read for all accountants.

Published in: Economy & Finance, Business
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Accountancy White Paper

  1. 1. A White Paper from Search Star PPC Trends & Tips Accountancy July 2012
  2. 2. About UsSearch Star was set up in 2005 and is now a top 10 independent UK PPC agency.• We do 100% Pay Per Click (PPC) and we do it extremely well.• By combining our expert PPC knowledge with a sound understanding of technology and a passion for campaign delivery, we achieve unbeatable results for our clients.• These results are reported as frequently as you need them and in the most coherent possible fashion. We expect and want to be judged by them.• We’re based in the centre of Bath and work for clients across the UK including Jimmy Choo, Claims Financial, PHS, the Chartered Institute of Marketing & Good Energy.• We do not do SEO. We do not do affiliate. We do excellent PPC.
  3. 3. Accountancy Search Trends *Google Insights for Search, July 12 Generating 50% ofWith unemployment rising searches, bookkeeping is and 15,000 new the most popular subbusinesses registered each sector, followed by month in the UK, business, chartered and accountancy-based tax related terms. searches are increasing Bookkeeping also has the (+15% from June 11 to most expensive termsJune 12*). This is a sector (average CPC is £1.81). with increasing volume, Chartered accountancy offers the most profitable mid to high competition opportunities with and decent opportunities average CPCs of £0.89 and for worthwhile ROI. CTRs of 5%. Microsoft Advertising Intelligence Data, July 2012
  4. 4. Top Terms Top Accountancy Keywords Campaign Ad Group Top Service Provider Searches Daily Impressions Daily Clicks Average CPC Average CTRShort-tail Accountancy Accountants accountants 13693 929.03 £1.09 6.80%Short-tail Accountancy Accountants accountant 3739 217.93 £1.34 5.80%Short-tail Bookkeeping Bookkeeping bookkeeping 1669 103.18 £1.39 6.20%Short-tail Accountancy Accounting accounting 1097 65.16 £1.50 5.90%Short-tail Bookkeeping Bookkeeping Services bookkeeping services 895 60.53 £1.31 6.80%Short-tail Accountancy Accountancy accountancy 665 37.64 £1.04 5.70%Short-tail Tax Tax Accountant tax accountant 571 37.96 £1.21 6.60%Short-tail Chartered Accountant Chartered Accountant chartered accountants 436 27.8 £1.04 6.40%Short-tail Tax Tax Advice tax advice 424 28.91 £1.38 6.80%Short-tail Accountancy Accountancy Services accountancy services 403 28.39 £1.04 7.00%Long-tail Chartered Accountant Certified Chartered Accountant certified chartered accountant 18 1.2 £1.30 6.40%Long-tail Bookkeeping Outsourced Bookkeeping outsourced bookkeeping 7 0.54 £1.59 7.50%Long-tail Bookkeeping Bookkeeping London bookkeeping services london 22 1.62 £3.22 7.00%Long-tail Bookkeeping Bookkeeping Cheshire bookkeeping services cheshire 0 0 £0.00 0.00%Long-tail Bookkeeping Bookkeeping Rates rates bookkeeping services 1 0.12 £0.24 6.60%Long-tail Business Small Business Accounting small business accounting uk 0 0.04 £0.04 6.90%Long-tail Chartered Accountant Chartered Accountants London chartered accountant firms in london 0 0.01 £0.05 7.70%Long-tail Chartered Accountant Chartered Accountants England chartered accountants england 24 1.56 £1.56 6.40% The statistics above are Go for the mid and long-tail. Build up a tailored, all based on position 1 Longer search strings Group similar keywords keyword specific list of and broad match. Broad containing more specifics together in a granular negatives. Use Google’s match is brilliant for generate the same CTR (6% campaign and ad group keyword tool and search targeting the ‘16% of the in this example) for lower structure. Most query reports (AdWords daily queries on Google CPC (£1.03 compared to accountancy accounts >> Campaigns >> that have never been £1.23). Searchers using mid have at least 50 ad and long-tail terms are Keywords >> Keyword seen before’*. Include groups. Some have generally further into the Details) to find irrelevant the broad match thousands, each one buying cycle so are more terms. Use -exact, - modifying +sign before containing just a few likely to convert. Google ”phrase” and –[broad] crucial keywords for closely related keywords also love relevancy, and will matching on your lower average CPC with and highly targeted ads. reward you with lower CPCs negatives to filter quality scores equivalent and higher ad positions. effectively. to exact match. * Think with Google
  5. 5. Structuring your AccountThe top 5 accountancy campaign must-haves: 1. Set up accounts on all search engines - Google, plus the Bing/Yahoo! partnership. The current average CPC for accountancy keywords on Bing/Yahoo! is £0.56 less than on Google. 2. Use geographical targeting to reach the areas that are going to yield the best ROI for your accountancy firm (AdWords >> Campaigns >> Settings). 3. If you’re going to capitalise on the reach of Google’s display network, set up a completely separate campaign. There are many benefits to be had from remarketing, contextual and keyword marketing, but they need to be run, managed and optimised in a completely different way from search network advertising. With the display network, always use site exclusion. This removes high-click, low yield partner sites from the display network. Go to networks >> show details and check & remove all underperforming sites. 4. Do the same for mobile campaigns. Mobile search has grown 400% in the past 12 months* and 15% of UK Smartphone owners have ‘awareness of advertising on smartphone’*. Copy your mobile campaign, run it separately and keep on top of this emerging market. 5. Link to the right landing pages - test whether deep or category links work best for your site. This will reduce bounce rates, increase dwell time and lead to improved sales.* Think with Google
  6. 6. Writing effective PPC adsGet the basics right: If you’re bidding on shorter tail Include the terms, consider keyword using persuasive Use correct language to spelling, encouragepunctuation, searchers away grammar & Ad scheduling from what they on Google thought theycapitalisation Filter out AdWords were looking for Use calls to allows PPC (e.g. ‘online Have at least 3 non- bookkeepers’) action Be local. advertisers to ads per ad converters by to youInclude special ‘Including Cost is king so set different group. Test being as bids for (‘bookkeepers offers location or include it specific as in Bath’) different different days phone where you can. possible, e.g. messages. More of the week information in Check prices ‘small and different than 5 ads per a search ad are competitive business hours of the ad group can increases CTR first. only’. day. If your dilute your by 6-8%’*. Qualifiers also business is data. work wells for closed on this. weekends, you can pause your ads. * Think with Google
  7. 7. Tracking Implement Google AdWords Conversion Google Analytics has a longer default Tracking (AdWords >> Tools & Analysis cookie length of 6 months. Google Analytics >>Conversions). This piece of code on your is also the best place to analyse conversion page will allow analysis of engagement – you can see page views, time campaigns, ad groups, keywords, ads and on site and bounce rate for every single search queries that resulted in specific keyword. You may find terms that aren’tcustomer actions. The only con is the 30 day performing well in terms of conversions, but cookie length, which means that if a are still generating strong engagement. This searcher returns to your site after 30 days, software also allows you to track non-PPC the conversion won’t be attributed to the traffic sources, including social media. PPC keyword.
  8. 8. Demographics • The best PPC accounts target the right audience. When it comes to accountancy, it’s a fairly even-split of men and women aged between 35 and 49 (37.5%) doing the searching. • The majority of people searching for accountancy services are in London, followed by Southampton, Essex and Gloucester. • If your business is targeted to these demographics, consider uplifting bids for this audience. • Also bid on long-tail terms especially relevant locations. These London- based accountancy keywords have high CTRs for relatively low CPCs. Microsoft Advertising Intelligence Data, July 2012
  9. 9. Next StepsA decent PPC campaign takes patience, commitment and time. It’s nolonger profitable to adopt a ‘set it and forget it’ attitude. Return to youraccount regularly and optimise, optimise, optimise:• Run search query reports (AdWords >> Campaigns >> Keywords >> Keyword Details) to find the phrase and broad matched search queries for your keywords. Add any relevant ones with decent click levels to your account. Use the irrelevant search queries as negatives.• Use Google Insights for Search to find breakout searches – those which have increased in popularity by at least 40%. These should have low competition and therefore low CPCs.• Run an ad group report. Ad groups with large click volumes might need splitting out. Also analyse ad groups with high CPCs and low CTRs. You may need to rework ads to boost relevancy.• Analyse your tracking data regularly. Update everything from landing pages to your social media to improve conversions and engagement. *Google Insights for Search, July 12• Keep up-to-date with the latest algorithmic and product updates. Search engines are constantly striving to provide their audience with better results, and you’ll need to do the same.• Be aware of seasonality. January is the key month for accountancy. Ensure you have enough budget, seasonal ads and the right keywords to capitalise.• ‘Two line sitelinks increase click-through rates by more than 30% compared to standard AdWords ads’*. Sitelinks are brilliant for helping users to quickly navigate your site. This is an automated process, but Webmaster Tools allows you some control.• And lastly, please get in touch with us if you need any further assistance.
  10. 10. Contact Details http://www.search-star.co.uk/ info@search-star.co.uk
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