Category Archives: PPC
How to get more from your pay per click (PPC)!
Want a way to generate more from your pay per click spend?
Lets run through this scenario together
- You have set up a highly targeted campaign in Adwords (so that your website is listed in the search results for phrases that match your business services.
- You get clicks to your landing page or home page (generally a specific landing page) in your very competitive market place – well done all is going well
- The visitor then views your web page & takes no action, non what so ever (no lead generation or sale?)
- Visitor leaves the site – no sale and money and opportunity gone!
- Your none the wiser either! Frustrating isnt it?
OK, you have done your job, you have generated the interest, you have sent the visitor to the page, but no action is made (ie, no sale or contact made from that visitor) now what?
If the PPC is working correctly does this mean the website is broken or needs to be refined to encourage sales and leads from its PPC visitors. Chances are Yes!, Well not broken but needs work to create sales.
I believe that any site can gain sales, the secret ingredient however is having the entire “sales funnel” correctly aligned around “traffic-interest-activity-analysis” if any of these are failing or not in your sales funnel equation then you advertising is not working it’s potential!
Food for thought isn’t it? If you would like to know how we can help your website generate more from your PPC give me a call some time.
Dave Lemmon
Marketing Director/Owner
021 425692
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
PPC vs SEO
There is a debate in the industry around the benefits of using pay-per-click (PPC) adverting instead of search engine optimisation (SEO) as your main source of website traffic. While I feel that there are many benefits of search engine optimisation to me as a business owner PPC can be rewarding in so many ways over SEO.
Here are some interesting points to be aware of;
- PPC traffic converts at 2.03% versus 1.26% for natural traffic
- PPC visitors spend about 10% more money on your site than naturally found visitors
- PPC visitors stay on your site 29% longer than naturally found website visitors
Here are my thoughts on why these stats are as they are
With PPC you control what phrases you want to appear in Google for, with natural search (SEO) you dont have the same control over these search queries. In some strange instances your site might be found for search phrases that are not related to your business at all but the search engines have tagged your website as having content relevant to this.
For example, you can state in PPC that you want to show for a phrase that directly relates to your product, for example “dog collars” and then when someone types in “looking for dog collars” your site comes up at the top of Google ready for that person to click, visit and then buy.
The reason I believe PPC visitors stay longer on your site is that they know what you have is what they have searched for and now want to know more about your website before making a commitment to buy from you. They are just checking you out more before they spend their cash with you…
The reason people spend more from you is an interesting one, is it because the PPC visitor is a more serious purchaser and hence has more to spend than the naturally found website visitor.
My final words, PPC gives you more control on who see’s your business online and where your business shows and doesn’t show. It typically gives your business an instant boost of traffic due to the fact that you can show in google today, tomorrow and the next day as long as you are willing to pay for the traffic you get. PCC also gives you the ability to test product prices, collect feedback and gather really quick information due to the ability to send alot of traffic to your site via PPC advertising. It’s all good food for thought…
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
How to set up Google Website Optimiser
How to set up Google Website Optimiser (Part 1.)
We have been using Google Website Optimiser to help our customers gain more. If you have always wanted to know more about how to set up a simple test using Google Optimiser then here are a few tips on how to do so.
Step 1: Click on the Website Optimiser from within your AdWords account.
Website Optimiser
Once you have selected this you will be asked to select an A/B experiment or a Multivariate one. If you want to split test one page over another you can select the A/B experiment, if you want to test changes to elements of the same page design and get 1000 visits a week you can select the latter option.
Choose the page you would like to test with (examples of potential test pages could be your home page or a product detail page).
Create alternate versions of your test page. Create and publish different versions of your test page at unique URLs so that Website Optimiser can randomly display different versions to your users.
Identify your conversion page. This is an existing page on your website that users reach after they’ve completed a successful conversion. For example, this might be the page that is displayed after a user completes a purchase, signs up for a newsletter or fills in a contact form. Once you identify the conversion page, you are then asked to enter in a name for your original site and then to enter in the website page names that you are going to test against it with.
Where to enter your pages for the Optimiser to test with
Once you have done this you then enter in the website page that advises the Optimiser that a completed goal has taken place (known as a conversion).
Part 2 will follow shortly…
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
How to increase your CTR’s with AdWords
One method that I find useful to enhance you click rates in your AdWords is to make sure you have two ads running simultaneously for each keyword group you are running.
By default when you set up a campaign Google sets your campaign to show the ad with the highest click through rate by default which means you will never now how one ad compares with another.
In order to have the two ads displaying evenly go to the Settings tab as shown below.
Settings tab in Google AdWords
Then under the Advanced settings label click on the Ad Delivery option and then instead of leaving the Optimise for clicks select the option to Rotate and then click the Save button.
Advanced settings for rotating ads in your campaigns
Leave the two ads running for at least 100 clicks and then review to see which ad generates more clicks for you.
Once you have determined which ad is the winning ad, delete the loser and then create another ad that is similar to the winning ad from the previous test, then repeat the test cycle again. This should be done throughout the lifeline of your campaign management.
Without this you will never be able to gain the click through rates that you so desire. Onwards and upwards! Good luck and happy testing!
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
Google Adwords
You can use Google AdWords to really grow your business. With a tailor-made account and with some highly skilled management your products and services can quickly be flying off the wall. This ability to get in front of people looking for your services locally and world-wide is just amazing. Having seen the growth myself in our customers, the value and growth can be phenomenal, but owner beware! It can be an expensive area to advertise in if you have the account set up on ‘show to all and spend it all Charlie!’
Here are some tips I have used over the years to help ensure you minimise the expense:
- Keep the keywords to a small number
- Make sure you keep the ads focused on a specific offering
- Keep a watchful eye on your daily budget
- Keep track on the number of conversions you are getting in return
- Last but not least make sure you only advertise to people who are looking for your precise product or service. For example if you sell red apples, be sure you are only targeting people that are after red apples…green apple lovers not wanted!
For more help and advice please contact me on the form next to this blog! Keep advertising!
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
Google Adwords marketing
Many business owners go ahead and build their own AdWord accounts only to find that they end up burning a hole in their wallet! What may seem easy to begin with soon becomes an impossible challenge, unsure what to do next most people continue to just burn money without really understanding if their account is working for them or not. There is a common misconception that you can add some keywords to your account, come up with an ad for your account and walk away. Here are some golden rules to follow when setting these accounts up.
- Use a professional, seek someone that spends their entire life in this space, it’s a highly skilled area
- Seek expert advise on how to manage this account
- Ask a vendor to manage this, the time and energy you save on having an expert look after this for you will benefit two-fold. It will generate more sales, with less cost per sale and you can guarantee that Google does not take your hard earned cash with ease
- If you can not afford a manager, at least ask an AdWord manager to help you set it up professionally for you.
If you need to discuss your account with me please drop me note anytime….
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
Optimising Google Ads
Use these techniques to ensure that your Google AdWords are performing to the max!
- Include your unique proposition either in the headline or the first line of your ad
- Make sure you compare your ads against your major competitors and look for ways to make yours more enticing
- Keep your mind on the keyword phrases you are targeting clicks for and make sure you have those in the AdWords
- Include a ‘call to action’ to ensure people take action and click your ad
- Include your keyword in your display URL
- Always have two ads running so that you can test one against the other
- And last but not least….keep testing, testing, testing!
Good luck!
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
After better click-through-rates in your AdWords?
If you want to obtain more click through rates (CTR) in your AdWord account consider the following five quick actions:
- Limit the keywords you use in each adgroup to very small number of phrases
- Exclude your broad phrase usage (if the phrase is very competitive)
- Include the keyword phrase you are targeting in the headline of the AdWord
- Include the keyword phrase in the Display URL, eg: (.co.nz/keyword-phrase)
- When you begin advertising, go large with your cost per click budget limit to get the best position available and lower it once you have a good CTR.
Good Luck.
BTW: We are happy to review your current Google AdWords account and give you advice on ways to improve its structure to ensure your returns are maximised.
Cheers for now…
Dave Lemmon
Business Development Director
Redcow Marketing
Phone: 04 2935846
Mobile: 021 425 692
