Advert Content
July 13th, 2011 by Essex Web Guru
Further to the previous post, it is worth mentioning that content should follow through from advert to site. It is pointless have 25% off sale, buy online now in the advert if there is no mention of it on the site. If the message follows through from Google advert to the website the customer should see a sucinct message increasing the chance of contact or purchase.
Another technique google promote is dynamic keyword insertion or DKI. What this does is place the search query into the advert to make the advert stand out.
An example of this would be a headline “{KeyWord:Buy Clothes Online}”. Many people get confused using this and I will try to explain. The {KeyWord:} section basically puts what you type into google into where the text should be. So if you type in “buy a jumper” the headline will read “buy a jumper”. The capital K means that the first word in the search query will start with a capital letter. The capital W means all other words in the query will also start with capitals. What follow the KeyWord: i.e. “buy clothes online” is the default. This will show if the search keyed in is over 25 characters if in the headline or if it goes over the character limits if put elsewhere.
I would advise trialling DKI in your advert titles. Although with some queries you may think it might not make sense it will show up bold in google and will show what the person typed in. The whole of Google’s 1st page highlights any of the words that are in the keyword query so having what they have typed in in your headline should in theory help your advert stand out on the page. You can also trial DKI in your descriptions e.g. “Buy {KeyWord:Clothes} at Low Prices”. However, remember that broad match can bring up some funny queries or the grammer may not be 100% e.g. if “cardigan” is typed in it would read “Buy Cardigan at Low Prices”.
Capitalisation is another thing that can help your adverts.
{KeyWord:Buy Clothes Online}
Wide Range Of Designer Clothing
At Low Prices. Order Online Now!
looks better than:
{KeyWord:buy clothes online}
wide range of designer clothing
at low prices. order online now!
It is obviously up to you how you test capitalisation but it is another thing to bear in mind.
Test, test, test is the key to finding the best adverts. Looks at which adverts are getting the best click through rates and cost per conversions and use to statistics to improve your campaigns. Remember what you think works may not actually be the best message for people using Google.
Online Reputation Management
July 13th, 2011 by Essex SEO
You’ve probably already seen the following video (at the time of this post, it’s had 2,544,668 views on YouTube). Basically, it is one of the best protests against poor customer service that I have ever seen.
The creator of the video wrote and recorded the song and video after an ill-fated United Airlines flight wherein rough handling of a $3,500 Taylor guitar caused it to be damaged. United refused to take responsibility for the loss, and as a last resort Dave Carroll recorded this song. It’s catchy, well-sung, well-produced, and extremely effective. I would think twice about flying United now - with or without a guitar.
Taking the Leap: Blogging
July 7th, 2011 by Essex SEO
Most of us know how important it is to add new content regularly to our sites; if the content is interesting, it helps you to acquire backlinks from other sites, and it also gives businesses an informal way of interacting with their customers.
It’s something that we at Webbuilt4u have recently come to grips with on our own site, and the insights below are what we have learned in our foray into corporate blogging. :)
How Many Ads Should I Have?
July 6th, 2011 by Essex Website Designers
Advert writing on Adwords is an important part of a successful campaign. There are many questions and techniques with advert writing and several useful hints and tips to follow.
All I Really Need To Know…
July 1st, 2011 by Essex SEO
I saw a nice post this morning which I thought I’d share with all of our Webbuilt4u friends: On Kindergarten & SEO.
Read the rest of this entry »
Analysing Search Campaigns
June 29th, 2011 by Essex Web Guru
As the manager of a department at Webbuilt4u running small to medium business pay per click campaigns I will be providing opinions, ideas, hints and tips on Google Adwords and general online marketing.
Having seen hundreds of Google campaigns in different industries and business sizes it always amazes me the different ways I see campaigns set up and run. Within PPC there doesn’t stand a universal best way to do things. Google recommends things that are best practices however, campaigns can be effective in many different ways and who is to say that their approach works best.
Securing Online Business
June 29th, 2011 by Essex Web Guru
So what keywords do you need to be on to get that order through the door? Well, it would be suggested that the nearer to completion of the purchase the better however, you still need to be out there whilst initial searches take place.
Search Trends and The Media
June 29th, 2011 by Essex Web Guru
I am sure you have all heard of swine flu by now but had you ever heard of it last year?
Search is heavily influenced by trends and if you can get ahead of the game there is profit to be made. Type in swine flu today and there is a page full of sponsored links - Red Cross, NHS, direct.gov and more. Clearly search is influenced by the media and fashions. This week one of our customers has asked us to stop selling their surgical masks as they are sold out - hardly suprising with the media coverage of people in masks to protect against swine flu!
Using a Professional Company - Experience & Knowledge is Key
June 29th, 2011 by Essex Web Guru
As mentioned, Google has many tricks and ways to make money and sometimes experience is the only way to learn. If you use a professional adwords company such as Webbuilt4u they should have experience within the company that gets you away from irrelevant clicks and hopefully into the profit. Google has lots of useful tools such as:
Deploying Your Meta Tags Throughout Your Website
June 25th, 2011 by Essex Web Guy
It is very important that you deploy your tags correctly throughout your website. Up to now you should have a set of title, keyword and descriptions tags for each page of your site. The title tags you have created should have no more than 67 characters in them and should only contain letters, numbers and spaces. There is no need or reason to use characters such as (, or | or ; or &).
