Optimising Search Ad Spend For Success – My Talk At Online Seller UK
The other week I was given the opportunity to speak at a retailer focused event called Online Seller UK. It is an event I have frequented for the past year or so, therefor jumped at the opportunity. The topic I decided to cover was around paid search optimisation. This is a topic a lot of retailers don’t understand and often avoid. This included: Keyword Bid Optimisation I talked around how it is vital to ensure you are bidding correctly for each keyword. A keyword in a high position (1-2) but is unprofitable, should be lowered (as long as your goals are profit focused). Also there are many occasions where keywords in low positions (4+) are converting and need their bids raised. I informed the audience, the best way to do this is via data analysis and utilising a process. Location Op ...
PPC Brand Bidding Advice: Advantages, Disadvantages & Tips
Not sure whether to bid on your brand for ppc terms? Seen other companies do it but not sure how it works? No fear, this little guide should help clear up any doubts and let you know whether it’s right for you. Advantages Prevents Competitors Stealing Traffic One of the main advantages to run pay per click campaigns for your brand is the fact you can prevent sneaky competitors from stealing your traffic. And guess what? It probably converts for them very well if your offerings are similar. This is not good news for you as it could not only mean a lost sale, but a lost customer in the process. If competitors are bidding on your brand it would be heavily advised to ensure you have a presence. Control Over Adverts With the organic search listings yes you can change your meta headline and desc ...
5 Quick Wins For Paid Search Marketers
So you’ve just been tasked to clean up a clients paid search account and you’ve got some looming deadlines? Don’t panic! The great thing about PPC and digital marketing in general is the fact you have vast amounts of data to work with. Use this to your advantage and you will be getting pats on the back in no time. Spend Reinvestment Without a doubt one of the best ways you can see a quick turnaround of an account is by simply reinvesting your budget into more efficient areas. If you’re an ecommerce business you will have metrics such as Cost of Sale (Spend / Revenue) or if you’re B2B it will Cost Per Action (Spend / Conversion). A simple way to do this is to download the account at campaign or ad group level on the last 30 days and sort by your highest spenders. From this you can sort them ...
Web Analytics Guide For Small & Medium Sized Businesses
It has often been said that web analytics is the most under-utilised yet most beneficial skill set within digital marketing. When it comes to small and medium sized businesses, analytics often provides the secrets to where you should be pushing your marketing efforts. This could be as simple as knowing your audience prefers a certain type of blog content to as large scale as realising that SEO is driving 75% of your results. There really is no end to how much you can uncover with analytics. Installation The first step to ensuring you’ve got analytics, is to set it up on your website. For this you’ll need to get the unique access tracking code from Google Analytics. It’s worth noting that analytics classes your website as a property and is thus labelled accordingly. After you’ve logged into ...
The Main Pivots in an E-Commerce Businesses to Grow Revenue
E-commerce is one business model that changes constantly. There are seasonal changes such as Christmas that can make a business and nulls in Jan that can also kill it. This means you have to be responsive and ensure that you’re taking advantage of your best months. You can’t control everything but once you know what you can the. It makes you’re jobs whole lot easier. Below are a few things you can control if you need to up your sites revenue: Traffic Traffic is something that most executives look to acquire if they need to grow revenue. This is especially true if most of your traffic is from paid sources. One way to really crank this up in holiday season is to utilise paid search. See which products are selling well on other channels and perform a gap analysis, it may be that you’re not ev ...