7th August 2021

Do you need quality leads fast, with precision targeting?

Google Ads online advertising enables you to show your ads to the right people, in the right place, and at the right time.

Use Google Ads to grow your business, reach your target audience, increase leads and win new customers.

Google Ads is a far quicker way to gain immediate traffic to your website than SEO which is more of a long term strategy.

You can set up an account very quickly, include your payment details and set a daily budget.

At this stage, you can decide whether you have the time and experience to manage your ads account yourself or get an expert to run it for you.

There is a lot to learn and many pitfalls that can decimate your budget before you learn how to optimise the account. There are multiple options to choose and unless you know which one is best for your business you can lose a lot of time and money experimenting.

Some of the options you can choose are shown below:

Step 1 setting preferences
  • sales
  • leads
  • website traffic
  • building brand awareness
  • targeting local stores.
You can also choose where you want your ads to appear:
  • Google search
  • display
  • shopping
  • video
  • smart and discover.
You have to decide what option will work best for your business goals before writing ads, choosing keywords and adding extensions.

Google Ads campaign set up

You can target customers within a set mileage radius of your business, the whole of the UK or selected countries. You can choose the times you want your ads to appear, for example; 9.00 am to 5.00 pm on weekdays only and you can set a maximum cost per click for each of your keywords.

If you have not used the Google Ads interface before, some of the most important factors in setting up a successful campaign are:

Keyword research

Using Google’s keyword tool and putting in a generic seed keyword, you will discover lots of other variations which may cost less than a more generic search term.

You will have to decide whether to set your keywords to Broad match, Phrase match or Exact match.

Ad groups

Each set of keywords are allocated to an ad group. You may have multiple ad groups set up with relating keywords. Use the relevant keywords in your advert to improve the relevancy and click-through rate and use the same keywords on your website’s landing page. Google will analyse your advert and landing page and this will affect your ad rank and cost per click.

Adverts

Write and test more than one advert in each ad group and continually trial new ads against the old ones to keep improving the click-through rate. This will help maintain a high position for your ad on the page without having to bid higher.

Negative keywords

A negative keyword is a word that is related but not relevant to your product or service. Always add negative keywords and continue to add more as your campaign progresses. This will minimise the risk of a wasted click.

Google remarketing

Whether you're looking to drive sales activity, increase registrations or promote awareness of your brand, with Google remarketing you can:
  1. Reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.
  2. Show ads to previous visitors who are actively looking for your products or services on Google search.

Will Google Ads work for me?

If you want to start a Google Ads campaign but are not sure where to start, we can help.

Call or fill in our enquiry form for a free assessment to find out whether Google Ads can work for your business.

Join hundreds of small business owners who get our best online marketing insights, delivered to their inbox, sign up below and download a FREE copy of our GUIDE TO ONLINE SUCCESS.
 

1. Improve your website for conversions

Improving your existing website should not just be about a new look. Your website has to generate leads and ultimately deliver sales in a competitive marketplace.
 
As well as developing a website design brief, we also take account of:
  • Where your website currently ranks on search engines and for which keywords?
  • What your best performing keywords are?
  • What keywords your competitors are using and where they rank?
  • Your calls to action and are they converting?
  • Where visitors are leaving your website pages?
Ultimately, your website has to perform well against your competitors and generate sales. The content on your website has to convert readers into customers and help to rank your pages on search engines.

2. Design

Good design is about capturing the attention of your audience and guiding them to the most important messages on your website.

Using images, illustrations and infographics is a great way of getting your message across. Web designers will use these elements to provide immediate impact, maintain users’ interest and help them to navigate around the site.

UX and UI (user experience and user interface) are about knowing how to blend functionality with creativity. This will provide easy navigation and a design that is informative and interactive by using animation (motion) and video where relevant. UX also includes technical aspects of the page such as fast loading speed and SEO content.

Modern design is moving towards more white space and uncluttered pages to make it easier for the user to find your most important messages, links and calls to action.

With mobile accounting for around 50% of internet traffic and rising year on year, your website design must be fully responsive and intuitive to use on a mobile device.

Designer_making_website_visuals_for_pages


You only have a few seconds to make a good impression and convince visitors they will find what they are looking for when they land on your website.

3. Content

An effective content marketing strategy costs 62% less than traditional marketing and generates 3 times as many leads.

To give your words maximum impact and help tell your story, your content should guide the design of your website. Your content needs to:
  • Convert visitors
  • Perform well for organic searches
  • Represent your current brand values and latest information
  • Be original
  • Be well written with good grammar, checked for plagiarism and spell-checked
  • Include your best-performing keywords
  • Be regularly updated and added to.
Write for your audience first but keep keywords and SEO in mind at the same time for maximum impact and high search engine page ranking.

4. Website page structure

Using your keyword researched content, you should establish an effective page flow for your information by using:
  • Your most searched keywords in the header and subtitles to break the page up into manageable sections
  • Bullet points to quickly get your facts across to the reader
  • Hyperlinks that click through to more information on other pages to help users navigate the site
  • Calls to action on pages to encourage users to click through to a checkout, find more information or complete an enquiry form.

Calls to action
CTAs work more effectively if you can offer the reader something of interest or value. If they sign up to your newsletter or fill in your enquiry form, offer a discount or an E-book that visitors will gain some value from.

CTAs should be bold to attract attention with careful use of colour and information to encourage the user to click through. Using the right colour for a button has been proven to increase the click-through rate.

Website_Content

Tell your story more effectively by providing well-structured pages that will help users find the information they need and take action.

5. Continuous improvement

New content added to your website will keep your pages up to date for your customers and provide more information for search engines to improve the ranking of your pages (Search Engine Optimisation - SEO).

An ideal way to add new content is with blog or news articles. Search marketing is an essential element of the continual improvement of your website page rankings. Regular posting of informative articles on your blog and reviewing and optimising your existing web page content is the most effective way to achieve this.

Without continuous work to improve and add content to your site, it will not be found on the web unless users already know your brand.
Online_search_content_marketingWhere do you start when you want to find a service or product?

Most of us start with a Google search. Some may use other search engines, but Google is still the most popular by far, around 90% of searches in 2018.

If you want to be found on searches, you need to be continually assessing and improving the content on your website.

How do you get to the top of search results?
Everyone wants to be on page one of Google but how does Google rank your website and decide where it will appear for a specific search?

Content marketing is the key to search success. Google was built to serve the best and most relevant content to its users. The content may be on a website page, blog article, white paper, video or anything else that will educate or entertain your audience.

Google will assess your web page and rank it against similar content on the web. The challenge is to achieve a page one ranking for the keywords you want to be found for and create better content than your competitors.
 
  1. Before you start copywriting website content, you need to know which keywords your customers are using to find your products or services and how many searches are being made on these keywords. Don’t waste time writing about your services or products using keywords with few or no searches being made.
  2. On the other hand, your keywords must compete with other content on the web; therefore it is also useful to know how competitive your keywords are. For example, it may be better to use a less competitive keyword to achieve a page one result than a highly competitive keyword and rank nowhere. Once you have gained some rankings you can start using the more competitive keywords.
  3. It is also essential to find out what keywords your competitors are using and where they rank on Google.
Armed with this information, you can include all the most important and effective keywords in your blog article or on your web pages. However, overstuffing keywords can have the opposite effect and get your content downgraded. To be most effective your content needs to be regularly monitored and assessed against your competitors, adding or changing keywords to improve page rank. Getting the balance right is a challenge.

Get more from your content
To make the most of the time and effort that you spend copywriting for your website or blog, you can post articles to your social media pages with a link back to your website. Google will consider the quality of links to your website and backlinks from your social media pages will help improve your website’s page ranking.

You could also use the articles in a regular email newsletter to your clients and prospects, increasing exposure for your article and providing an opportunity for more backlinks to your website.

Additional exposure can be gained by producing regular sales leaflets based on the article that can be used by your sales team in PDF format or printed copy.

Monitor and measure return on investment
To measure the success of your articles and new page content, Google Analytics provides a range of reports covering which pages and articles are visited most so you can see exactly what is working and what is not.

From your emailer system, you will be able to get statistics on exactly who has opened the email and who has clicked through to your website links.

These are just some of the ways to benefit from content marketing. Please call 01584 890725 and ask for Mark if you would like to know how it could work for your business and get a free audit for up to 10 of your keywords.

Mark Langston
If you are searching for ways to increase sales in today’s competitive environment, there are 5 steps you can take to start generating enquiries.

infographic1.Website performance
Your website is the hub of all your online activity.

Even if you are advertising off-line using press ads or mail drops, the first thing most people will do is go online to check out your website and research your business before taking any further action.

Like a lot of things from designer clothes to product packaging, image and design are important and will create the first impression visitors will have of your business.

Quality of build is also important. What determines how successful your website pages are at being found by search engines will depend on how the site has been constructed, how engaging the content is and the relevance of the keywords used.

It takes the skills of a good designer and web developer with an understanding of SEO (Search Engine Optimisation) to provide a sound foundation for your website to develop and grow as your business goes forward. With the right management, continuous SEO work and generation of new content, these skills will help you achieve a page one ranking on Google over a period of time.

A good website is an investment and you will reap long-term rewards if you take time at the beginning of the project to work with your developers to give your website the best chance of converting visitors into clients.

2.SEO
Assuming your website has been developed with SEO in mind, this will provide a good starting point to monitor and improve the rankings of your most important keywords on the main search engines.

A new website will take around 6 weeks to settle and start providing the keyword ranking information needed to identify where to concentrate efforts on improving page content to move keywords up the page rankings.

New content and improving existing content are amongst the most important factors in SEO. Having a Blog on your website and regularly posting informative articles will help improve your keyword rankings.

We already work with a select number of our clients to achieve page one rankings. First, we carry out a review of your keywords and competitor activity. Then, if we think we can achieve results for you we would recommend a programme of work to achieve success. We will be honest with you if we think SEO is not the best way for you to achieve results and we consider one of the other steps below to be more cost-effective for your particular business.

3.Social media
Facebook, Twitter, LinkedIn and Instagram are some of the most popular social media sites. For small businesses with limited time, I would recommend focussing on one social media platform and spend your time there. Social media can be very time consuming if you want to generate quality leads and increase your connections with the aim of sending them to your website or taking the conversation off-line for a more detailed discussion. Call me to find out how.

4.Advertising
Developing a successful advertising campaign will bring a constant supply of leads into the business.

Choosing where to advertise and creating the adverts for a campaign that will generate enquiries will need research into your products or services. Price comparisons, competitor research and an understanding of your target audience will help decide where to advertise and what to say in your adverts.

Online advertising such as Google Adwords can drive traffic to your website immediately. Campaigns can be set up and tested very quickly to find out what works using conversion tracking and Google Analytics to measure the effectiveness of click-throughs to your website.

Social media paid advertising on Facebook and LinkedIn is relatively new and can be very effective for some businesses. Like Adwords, adverts can be tested and refined to maximise response rates and conversions to provide a constant supply of enquiries to your website.  

Press and TV advertising are still relevant for some businesses; however, it is more difficult to track responses to justify the cost unless you can direct readers to a specially developed landing page or unique phone number to record visitor numbers.

Whichever route is best for you, your website will be the hub of the activity.

5.Email marketing
Sending regular emails to your clients and prospects, providing you have their permission, is still one of the most effective ways of getting your message to your audience.

If you are writing a regular blog article for your website, as well as sharing on social media, send a link in your email to the article and continue to remind subscribers of your products or services.

Further reading
You will find more information about each of the above steps in some of our previous articles and I will be writing in more detail about each of the above in future articles. Alternatively, visit the Marketing Services section of our website.

Call 01584 890725 to discuss how you can use these and other marketing techniques to grow your business.

Mark Langston.
 

23rd March 2018
Clients often tell me that the hardest element of putting together information for their website is writing the content.

Understandably, clients want to write the content themselves because they know their business and it saves the cost of employing a copywriter. However, what they often overlook is the time and effort that is needed to write copy when you are not a regular copywriter.

This time can often be better spent developing ideas to generate more traffic to the new website and therefore increasing sales. Good copywriters can save you a lot of time and can often bring a more constructive view of your business to the content.

There is another important reason why copywriting website content should be left to the experts; keywords and key phrases. These are the words and phrases that describe your products or services and are being used by your customers on search engines to find what they are looking for. If you have not done research to find out how many searches are being done for your keywords, your pages will not be attracting the most valuable searches.

Copywriting_website_contentKeyword copywriting and content marketing
Do you know how many searches are being done on your keywords or what keywords your competitors are using?

If your competitors are being found for high performing keywords and are above you in page rankings, these are the keywords you need to incorporate into your own pages.

Using industry standard software, we can find out a range of information such as:
  • Where your competitors are positioned for the most valuable keywords.
  • What keywords they use to rank on Google.
  • What keywords they consider to be important.
  • How competitive the keywords are.
The software also provides us with invaluable information to help optimise your web pages.

When you write your content, you should include your keywords on the page in a balanced way; too many repeated in a small amount of copy and you will be penalised for spamming. Your copy should be interesting and easy to read; write for your audience first, then for the search engines.

If you want to (or must) write the content yourself, subscribing to one of the many proprietary software tools provides you with a definite advantage over your competitors and will make your time spent at the keyboard more productive.

Alternatively, save the subscription and the time and pay a content marketer to do it for you.

Give me a call on 01584 890725 to find out how to get a better return on your time and invest in content that will help grow your business.

Mark Langston
 
 
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