Pay-per-click (PPC) advertising is a great way to attract new customers. Find out how even the smallest of businesses can profit from PPC ads with this guide.
Email marketing is an excellent way to engage with customers and boost sales. Find out how you can run successful email marketing campaigns for your business with this presentation.
How your blog could bring 1000s of visitors and sales123-reg
Blogging is a great way to attract visitors to your business website and it can even help generate sales. Learn how to do business blogging the right way in Nick's presentation.
Build an effective web site in 2015.
Your web site is critical to building your business. More than ever, people will check out your web site before making a decision to consider working with you, purchasing your product or service. Effectively using web design will build trust and increase conversions, and by contrast poor design choices will decrease trust and limit your business.
Includes the top 8 most important elements of web design and development in 2015 from the most basic to the cutting edge.
Justin Deaville - OTE London - 9 recent changes to the search resultsEdge Global Media Group
Topic: 9 Recent Changes to the Search Results
Key Takeaways:
Keep up to date with Google’s changes
Discover how social signals are being built into search engine algorithms
Learn how to protect your site against Panda & Penguin updates
Email marketing is an excellent way to engage with customers and boost sales. Find out how you can run successful email marketing campaigns for your business with this presentation.
How your blog could bring 1000s of visitors and sales123-reg
Blogging is a great way to attract visitors to your business website and it can even help generate sales. Learn how to do business blogging the right way in Nick's presentation.
Build an effective web site in 2015.
Your web site is critical to building your business. More than ever, people will check out your web site before making a decision to consider working with you, purchasing your product or service. Effectively using web design will build trust and increase conversions, and by contrast poor design choices will decrease trust and limit your business.
Includes the top 8 most important elements of web design and development in 2015 from the most basic to the cutting edge.
Justin Deaville - OTE London - 9 recent changes to the search resultsEdge Global Media Group
Topic: 9 Recent Changes to the Search Results
Key Takeaways:
Keep up to date with Google’s changes
Discover how social signals are being built into search engine algorithms
Learn how to protect your site against Panda & Penguin updates
We love to work with ambitious business owners and entrepreneurs. Become part of their team and help them see them succeed.
Here are a few of the stories of our client’s success.
An overview of website strategies for non-profits and charities. Want to watch the webinar recording where I talk through these slides? Now you can!
https://www.youtube.com/watch?v=cgRn5WgiLc0
(Note: You'll need to copy and paste the URL into your browser.)
This is a presentation I recently gave during the Young Professionals Committe for the Canadian Chamber of Commerce in Hong Kong. The presentation was an introduction to fundamental Internet Marketing duties, and touched on topics such as Pay Per Click, SEO, Affiliate Marketing, Web Usability, email Marketing, web analytics, and landing page optimization.
Do you know what's working with your social media? This is from a webinar I did introducing my Social Media ROI (Return on Investment) Course. When you are putting a measurement system in place, you can make better decisions about what strategies work best for you.
Vertical Boost Media is dedicated to providing you with an all in one solution for all of your marketing needs. The current advertising market is tough and it takes hours a day to constantly keep up with the trends—often hours you don’t have. We understand that and we dedicate ourselves to making sure that you have peace of mind knowing that our experts are working around the clock to ensure that your internet marketing needs are met.
The seminar is aimed at Managing Directors, Marketing Directors & Managers looking to use online platforms and techniques to grow their business.
Due to the overriding success of last year's seminar, the Generate UK Online Marketing Extravaganza 2011 is back to provide you with all the latest online marketing information and techniques to help re-energise your strategy and optimise your business performance.
The agenda is packed with useful presentations which will help you develop an integrated approach to online marketing using the newest technology and best practices.
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In addition to the slide deck there is a series of handouts to compliment the session. You may find them on the Penheel Marketing Website at Penheel.com/Speaking-Engagements.
From Click to Customer - Back to Marketing School SeriesRollWorks
Watch the webinar on-demand here: https://www.rollworks.com/resources/webinar/from-click-to-customer/
In this class, we’ll show you best practices to optimize three of the most important stages in any sales cycle: your ads, your landing pages, and your sales outreach.
You’ll learn:
How to use customization to boost your ad click-through rates
How to optimize your landing pages using A/B testing and heatmaps
How to enable your sales team to follow up with marketing leads in under five minutes
We love to work with ambitious business owners and entrepreneurs. Become part of their team and help them see them succeed.
Here are a few of the stories of our client’s success.
An overview of website strategies for non-profits and charities. Want to watch the webinar recording where I talk through these slides? Now you can!
https://www.youtube.com/watch?v=cgRn5WgiLc0
(Note: You'll need to copy and paste the URL into your browser.)
This is a presentation I recently gave during the Young Professionals Committe for the Canadian Chamber of Commerce in Hong Kong. The presentation was an introduction to fundamental Internet Marketing duties, and touched on topics such as Pay Per Click, SEO, Affiliate Marketing, Web Usability, email Marketing, web analytics, and landing page optimization.
Do you know what's working with your social media? This is from a webinar I did introducing my Social Media ROI (Return on Investment) Course. When you are putting a measurement system in place, you can make better decisions about what strategies work best for you.
Vertical Boost Media is dedicated to providing you with an all in one solution for all of your marketing needs. The current advertising market is tough and it takes hours a day to constantly keep up with the trends—often hours you don’t have. We understand that and we dedicate ourselves to making sure that you have peace of mind knowing that our experts are working around the clock to ensure that your internet marketing needs are met.
The seminar is aimed at Managing Directors, Marketing Directors & Managers looking to use online platforms and techniques to grow their business.
Due to the overriding success of last year's seminar, the Generate UK Online Marketing Extravaganza 2011 is back to provide you with all the latest online marketing information and techniques to help re-energise your strategy and optimise your business performance.
The agenda is packed with useful presentations which will help you develop an integrated approach to online marketing using the newest technology and best practices.
Atlanta Marketing Consulting by Matthew lordMatthew Lord
Atlanta is a big city, and in order to compete you need to hire an atlanta marketing consultant who can tailor a marketing plan that meets your needs. This is an overview of a few measures you can take to increase your online exposure.
PhaseWare Streamlines Marketing and Doubles Organic Traffic with HubSpotHubSpot
PhaseWare, a customer service and support software, has grown its business with HubSpot's integrated CMS. The company doubled its organic traffic and increased lead conversion rates in the past six months.
Patrick Campbell, CEO, Price Intelligently - Monetization: The Forgotten Gro...Traction Conf
Price Intelligently CEO, Patrick Campbell spurs monetization as an important lever for growth and provides actionable pricing advice to monetize better. Visit: http://tractionconf.io
eMarketing For Small Business Owners - SCORE Bergen WorkshopBecky Livingston
This 34-page slide decks is dedicated to helping small business owners who are leveraging social media to implement eMarketing initiatives, such as advertising, boosted posts, video cards, and more.
In addition to the slide deck there is a series of handouts to compliment the session. You may find them on the Penheel Marketing Website at Penheel.com/Speaking-Engagements.
From Click to Customer - Back to Marketing School SeriesRollWorks
Watch the webinar on-demand here: https://www.rollworks.com/resources/webinar/from-click-to-customer/
In this class, we’ll show you best practices to optimize three of the most important stages in any sales cycle: your ads, your landing pages, and your sales outreach.
You’ll learn:
How to use customization to boost your ad click-through rates
How to optimize your landing pages using A/B testing and heatmaps
How to enable your sales team to follow up with marketing leads in under five minutes
Digital Marketing Course & Learn Web, SEO , SMM and Digital Marketing Course in Udaipur. Advanced digital marketing course with SEO professional and SEO Experts in Udaipur Martina Motwani
Fietsenmerk VanMoof heeft haar rol als internationaal innovatieleider te danken aan haar tegendraadse aanpak op alle fronten: van ontwerp, tot productie tot retail. Het Nederlandse merk doet alles anders dan welk merk dan ook in de fietsindustrie. Zo ook haar online advertising strategie. Growth marketing outside of the box. Onconventionele keuzes die bijdragen aan de snelle groei die VanMoof met haar marketingstrategie heeft bereikt.
Online Marketing Success in 2016
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- information on marketing automation,
- and much more!
CPTW - Trainer HQ - Google Marketing for Fitness ProfessionalsAlexei Kouleshov
Presentation by Alexei Kouleshov for Create PT Wealth (CPTW) or otherwise known as Trainer HQ. If you have any questions, visit our site https://yews.com.au
How e-commerce businesses can increase marketing ROI through automationTars
In this webinar, we will show you how to implement a set of curated automation tactics that will help you optimize your campaigns for maximum conversions.
Specifically, we will cover…
– How you can use chatbots to automate customer query resolution
– How you can use rule-based ad management to optimize your ad strategy
– How automated campaign tracking can help you understand what is working and what is not working in your ad campaigns
Automechanika: How to Use Digital Marketing to Grow Your Business in a Consol...Summit eMarketing Sherpas
Now that almost 90% of consumers search online for local business, almost 70% use a smart phone, almost 75% participate in social media, over 90% check their email and text messages daily and 79% trust online reviews as much as personal recommendation, independent auto body and repair shops can use these tools to increase sales, customer counts and referrals.
Session participants were introduced to how a website, email, text messaging, social media and online reviews can help them grow their business in today’s competitive and consolidating market.
A simple yet effective agency intro deck to showcase services (which include Digital Marketing, SEO, SEM, Social Media Marketing), case studies and pricing information.
More Information https://www.uptimiser.com.hk/
Have access to over 90% of the internet population
Address your target market directly
Capture customers already further ahead in the buying cycle
Reduce customers’ time to find what they are looking for
Achieve a higher click-through-rate & conversion
DIgital/Online Marketing Proposal from Industry LeadersJustine Jes Thomas
We are a performance driven marketing company.
We combine the best of next generation interactive marketing and classical direct marketing services to deliver measurable business results.
We can - bring visitors to your website; generate business leads; optimize your marketing investments & time spent by your sales staff, by working with existing leads; and perhaps get you a sale itself.
We don't stop here as yet; we can devise programs to cross-sell and up-sell to maximize customer life time value, design & manage loyalty programs to sustain & build relationships with your customers.
Become an expert digital marketing professional with advanced certification programs In Digital Marketing by Global Digital Academy. Request your free demo today!
Check out leading search experts Sergeant Major Newman and Tank Commander Brady's #a4uexpo Performance Search Boot Camp.
"This session isn't for the faint hearted. It's performance search shock treatment, a jam-packed session that will exhilarate and ensure your notebook feels the burn"
Similar to Grow your business with PPC advertising (20)
To help small businesses become more successful online, whether it be winning new customers or driving sales, 123-reg wanted to understand how British adults feel about small business websites.
What were we looking to answer?
Why do customers choose to buy from small businesses over big businesses?
What are a small businesses greatest strengths?
Are these strengths reflected in their digital activity?
How can small businesses improve their current digital activity to win customers and drive sales?
Can digital personalisation of a website drive revenue?
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At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
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➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Youtube – https://www.youtube.com/startuplviv
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Grow your business with PPC advertising
1. get online | grow online | succeed onlineget online | grow online | succeed online
Efficiently, effectively & successfully
Grow your business with PPC
Adam Stevens
PPC Manager
2. get online | grow online | succeed onlineget online | grow online | succeed online
The PPC opportunity
93% of online experiences start with a search
40,000 searches every second on Google
80% of all Google searches contain an AdWords ad
3. get online | grow online | succeed onlineget online | grow online | succeed online
Google generated over $55bn from PPC in 2014
For every $1 spent on Adwords $2 is made by the advertiser
Google Adwords
4. get online | grow online | succeed onlineget online | grow online | succeed online
“A model of internet marketing in which advertisers pay a fee each
time one of their ads is clicked”
What is PPC?
6. get online | grow online | succeed onlineget online | grow online | succeed online
3 Steps to Efficient, Effective & Successful
PPC
1. Take control
2. Stand out!
3. Don’t set & forget
7. get online | grow online | succeed onlineget online | grow online | succeed online
Step 1: Take control
8. get online | grow online | succeed onlineget online | grow online | succeed online
Understand search intent
Who to target?
Discovery
Research
Action
9. get online | grow online | succeed onlineget online | grow online | succeed online
Pick the correct keywords
Who to target?
10. get online | grow online | succeed onlineget online | grow online | succeed online
Pick the correct keywords
Who to target?
Exact Match
Phrase Match
Broad Match Modified
Broad Match
Control
Volume
11. get online | grow online | succeed onlineget online | grow online | succeed online
Pick the correct keywords
Who to target?
12. get online | grow online | succeed onlineget online | grow online | succeed online
When are your customers most active?
When to target?
13. get online | grow online | succeed onlineget online | grow online | succeed online
Where are your customers most active?
Where to target?
14. get online | grow online | succeed onlineget online | grow online | succeed online
Most popular device among your customers?
Where to target?
15. get online | grow online | succeed onlineget online | grow online | succeed online
You now have control over:
• Who
• When
• Where
16. get online | grow online | succeed onlineget online | grow online | succeed online
Step 2: Stand Out!!
17. get online | grow online | succeed onlineget online | grow online | succeed online
Research your competitors ads
Stand Out!
• Price
• Giveaways
• Star ratings
• Delivery
service
• Stature
18. get online | grow online | succeed onlineget online | grow online | succeed online
Highlight your strengths
Stand Out!
19. get online | grow online | succeed onlineget online | grow online | succeed online
Make it easy for your customers to get in touch
Stand Out!
20. get online | grow online | succeed onlineget online | grow online | succeed online
Make it easy for your customers to get in touch
Stand Out!
22. get online | grow online | succeed onlineget online | grow online | succeed online
What metrics to optimize towards?
Avg. Position
23. get online | grow online | succeed onlineget online | grow online | succeed online
What metrics to optimize towards?
Google’s golden triangle
24. get online | grow online | succeed onlineget online | grow online | succeed online
What metrics to optimize towards?
Conversion & Bounce rate
25. get online | grow online | succeed onlineget online | grow online | succeed online
Quality score
Quality
Score
Ad
Relevance
CTR
Landing
Page
What metrics to optimize towards?
26. get online | grow online | succeed onlineget online | grow online | succeed online
Quality Score CPC Paid
10 Discounted by 50%
9 Discounted by 44%
8 Discounted by 38%
7 Discounted by 29%
6 Discounted by 17%
5 Google Benchmark
4 Increased by 25%
3 Increased by 67%
2 Increased by 150%
1 Increased by 400%
Quality score
What metrics to optimize towards?
27. get online | grow online | succeed onlineget online | grow online | succeed online
Quality score
What metrics to optimize towards?
1. Are your ads as relevant as
possible?
2. Is your landing page as
relevant as possible?
3. Are your keywords correct?
29. get online | grow online | succeed onlineget online | grow online | succeed online
Any questions?
Thank you
30. get online | grow online | succeed onlineget online | grow online | succeed online
We’re producing a full Online Business Training programme
designed to take you on a step by step journey through the topics
you’ll need to make your business an online success.
• Learn online at your own pace
• Over 50 interactive modules
• Self-assessment included
Interested to learn more?
Join our exclusive
pre-release review panel
marketing@123-reg.co.uk
Email us
Editor's Notes
Thank you for the introduction Tony.
So today I want to talk to you about how you can grow your business with Pay-per-click advertising, & the huge opportunity it presents to your business, and most importantly how you can make the most of this opportunity efficiently, effectively & successfully.
presents a huge opportunity to all businesses, for those of you that currently do some form of PPC, ask yourself are you making the most of this opportunity, and for those of you that aren’t, I hope I will be able to convince you to give it a go.
So why is PPC such a huge opportunity, well:
93% of all online experiences start with a search
40,000 searches occur every single second
& for 80% of those searches a PPC ad has been displayed.
That means throughout the entirety of this talk, 72 million searches will have taken place, and for 57 million of those someone will have been trying to sell something.
You can now see how PPC can massively grow your market.
Google adwords is the largest PPC platform in the UK with over 80% of the UK search engine market share. But to truly understand the size and popularity of the platform here are some stats:
Google generated over $55bn from PPC in 2014
Google claim that for every $1 spend on Adwords $2 are made by the advertiser. Therefore the $55bn spent by businesses on Google Adwords has generated $110bn worth of revenue.
So just to ensure we are all on the same page, I guess we should very quickly go over what PPC is.
PPC is a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked.
Essentially if you need more traffic to your site and want fast results, PPC is the channel for you.
There are 3 steps that need to be taken to have an efficient, effective and successful PPC strategy.
The 1st = Take control
2nd = Stand out!
And the 3rd = Don’t set & forget.
Many businesses have tried PPC and make a common conclusion that it simply isn’t delivering results, and on the way to making this conclusion much money has been spent.
So lets take a look at some easy to employ tactics that businesses have spend millions fine tuning, that you can employ from the word go.
Who should we be targeting, what consumers should be our priority and are worthy of us spending our marketing budgets on.
To decide this I urge you to think about your customers purchase funnels, the stages to purchase generally follow the same path as we have here, with the discovery phase coming first, the research phase second and the action phase last.
By targeting those consumers who are at the action phase allows us to not only avoid spending money on those that haven’t yet decided to part with their cash, but gives us a much higher chance of generating a conversion as a result of that click.
We’ve decided what consumers we want to target, those that are ready to make a purchase, but we must now discover what they will be searching.
Using the Adwords keyword planner tool gives you a wide variety of keywords that your customers will be searching, using historical data from there systems.
Avoid keywords that you think may fall into the discovery & research phase, and look for those that will fall into the action phase, that contain words such as ‘buy’ ‘get’ ‘purchase’ etc.
Now what keyword types should you include in your campaigns. There are 4 different types of keywords when I comes to Google Adwords as you can see above. Each of them gives you a different level of control, ranging from the aptly named broad match, which allows anything that obviously broadly matches to your keywords. Down to exact match, which ensures you have control over exactly what searches your ads will be appear for. The volume of searches that your ads will appear for will be lower when opting for exact match, however you will have more control over what traffic you are paying to get to your website. If the volumes are too low, experiment with Phrase match.
50% of search queries are 4 words or longer.
Much like what we spoke about with a purchase funnel and target those ready for action, this is how to implement this tactic.
Keywords can often be grouped into 3 different categories, Head keywords, mid tail keywords and long tail keywords. As you can guess the head keywords fall into the discovery & research phase, with the mid-tail and long tail keywords falling into the action phase.
When choosing your keywords look for these mid-tail and long-tail keywords.
They often benefit from lower competition and a higher conversion rate.
Yes search volumes will be lower, but so will costs and competition.
Lets move on to when to target the consumers, think about when your customers are most likely to be searching for your products or services. In fact this data is already available for you if you have a google analytics or adwords account. If your business relies on a physical stores opening hours look to limit the time of your ads to match. Or if you are a B2B business, try limiting it to usual 9-5 business hours.
Where to target your customers.
Where are your customers most active? Do you have a physical store customers visit? Do you operate in a particular area or is one area particularly successful for you?
Think about just targeting these areas, or even appearing in higher positions in these areas. Invest where you are more likely to make a sale.
If your website isn't mobile responsive and delivers a bad experience on mobile, you may want to exclude your ads from appearing on this format, however before you do this it is worth checking your sites bounce rate on mobile.
On average searches mobile searches equate to 30% of total searches, although in some industries this is already over 50%.
One thing to note is the higher the purchase value the lower the mobile conversion rate, I guess the consumer still wants the security of using a desktop for bigger purchases, although mobile conversion rate is slowly increasing.
You now have control over who you are advertising to, when you are advertising to them and where. These tactics should help you minimise any unnecessary spend and increase the quality of traffic that is making it through to your website.
Now for step 2: How to stand out on the search engine results page!
The ad you’re showing the searcher could well be their first touch point with your brand. Leave them in no doubt that your product or service is their best option.
A google search is affectively a comparison of the products or services that are on offer to the customer, convincing the consumer to click on your ad is almost as important of a step as making the sale, you have already began to convince them to choose you, and now you can show them more of what is on offer on your site.
So to begin research what your competitors are saying in their ads. Are they missing any vital information? Do you have any USPs that they aren’t promoting? What do you have in your offering that they don’t? Or it could simply be a case of there ads aren’t very targeted to the search,
Highlight your strengths!
Search engines have allowed consumers to extensively research products and services, with one of the most important methods being through customer feedback, SMEs have the great advantage of being able to offer a personalised shopping experience, which often results in great customer feedback.
One of the most powerful extensions you can use in your ads are what we call seller ratings. Which highlights just this.
If your business has also won any awards or official recognition from a 3rd party you can also add this to your ads in the form of a review extension, which you can see highlighted here.
You also need to think about making it easy for potential customers to get in touch.
Call extension are a great way to do this, allowing users to call you directly from the google results page.
70% of mobile searchers call a business directly from Google Search rather than clicking through to a site and then calling, so ensuring you’re easily accessible is key.
You can also make it easier for potential customers to get in touch, especially if you have a physical store, by utilising location extensions. This is particularly important when it comes to users searching on their mobiles. Once clicked on a Google map will appear with directions from their current location.
70% of local consumers have used the internet to find a local business.
2 times increase in “near me” searches in the past year.
We’ve looked at how you can have control over your google adwords campaigns, and also looked at some important tactics to use in order to stand out from the many competitors on the search engine results page. Now we will look at perhaps the most neglected step when it comes to adwords campaigns. Don’t set and forget. Many users simply set up campaigns and don’t check performance for weeks, months and even years!
So we are going to take a look at what metrics you should consider when trying to improve performance.
First we are going to look at average position. This graph shows just how important achieving a high average position can be, as you can see the expected click through rate of an ad in 1st position is around 7%, with it falling to below 2% when you drop out of the 1st ¾ positions.
Here we have an eye scanning study conducted on a google results page, showing once again just how important achieving a high position is. With the vast majority of the focus being on the top 3 positions.
The next two important metrics to consider are conversions and bounce rate.
Are your keywords generating conversions? If not why not? Is the page of your website you are sending them the most relevant you have? Bounce rate will give you a good indication of whether the consumer is finding the page relevant or not. Look to test different pages and permanently switch to the winner.
Quality score is a Google Adwords metric that measure the ‘quality’ of your ad. There are 3 components of quality score:
1 ad relevance
2 click through rate
3 landing page relevance
If all of these components are deemed above average by google you will achieve a high quality score. Now what does that mean for you?
Here we have some research conducted that shows the impact a high quality score can have on the amount you pay per click. Achieving a quality score of 10 can reduce you cost per click by 50%. Alternatively having a low quality score can mean paying around 400% more then the competition.
Luckily google gives you a guide on how you are doing with your quality score. Ranking you on the 3 components.
Ask yourself 3 questions when trying to achieve a high quality score.
Are your ads as relevant as possible? Does your ad contain atleast one of your keywords in it? If you are unsure test different variations and see which one has the highest quality scrore.
Is your landing page as relevant as possible? Does your landing page represent your ad as best as possible?
Are you using the correct keywords? Are your ads appearing for the right searches? Are they targeted enough. If not revisit step 1.
And here we are, we’ve made it to the top of the steps. Although the truth is you can always improve your campaigns performance. So keep revisiting each step to ensure you keep things fresh and continually strive for better performance.
Thank you for your time and I hope I have given you plenty of action points to take away.
Does anyone have any questions?