Increase Revenue Through Retargeting

Increase Revenue Through Retargeting

When browsing the internet have you ever wondered how Amazon shows you images of the Kitchen gadget you just looked at a few days ago?


Or that a competitor whose website you went on to check their pricelist has branding images following you on every website you go to?


You have been umming and arring about that new dormer conversion, you went and on a few websites and low and behold everywhere you go you are being presented with testimonials from families who state they wish they would had done it earlier. Best investment they ever made and they would highly recommend ABC Roofing and Dormers.

retargeting is like mind reading

These ads seem to be reading what is on your mind. Well it is very similar; this process is called retargeting advertising.


Retargeting Ads are an incredibly powerful marketing tool and can be one of the best forms of marketing you can do to drive targeted clients to your business and increase revenue at a lower cost.


What is Retargeting?




Retargeting is a form of online advertising that helps keep your brand in front of users after they leave your website.


Bringing people back to website through retargeting


For most websites, only 1% of web traffic converts on the first visit. Retargeting is a tool designed to help companies reach the 95% of users who don’t convert right away.


This is really powerful because those 95% of people who left your website without interacting with you have shown a real interest in your product or service but for whatever reason the time wasn’t right just then.


It could have been that their children were calling from another room and they had to go, or the person was having a quick browse on their phone while waiting for an appointment.


Someone was on the train travelling to work and didn’t want the entire carriage to hear their conversation starting “can you tell me more about (Insert embarrassing situation here)??”


So they stopped their browsing, left your website and carried on with their busy daily lives. Only to forget which website they were on a few hours ago. Go back to Google and search using a generic keyword for your service and end up on competitor’s website, booking in with them and adding revenue to their bottom line and not yours.


Retargeting helps you win back these users — and turn them into customers, email subscribers, and more.


How does Retargeting work?


Retargeting works by keeping track of those people who have visited your website and displaying your remarketing ads to them as they visit other sites online.


Essentially, you have a retargeting cookie on your website that builds up a list of those users who visited your website. When your visitor opens a new website with ads, the ad will pick up your unique cookie and this allows Google or one of the other Remarketing vendors, to display a retargeted ad to your potential clients.


Why is Retargeting so Effective?


Retargeting generates greater online sales by keeping your brand front and centre and bringing “window shoppers” back when they’re ready to buy, according to Adroll


Every time your customer sees your retargeting ads, your brand gains traction and more recognition. The high click-through rates and increased conversions that are typical with retargeting campaigns underscore the value of good branding and repeated exposure.

buying cycle

What are the benefits of Retargeting?


  • You can reduce your Cost Per Acquisition (CPA) due to targeting a precise pool of prospects.
  • Increase brand awareness on a smaller budget in a shorter time frame.
  • Increase conversions by targeting visitors who land on specific pages of your website.


By having a specific pool of people, called a segment, that have visited a specific page on your website or have taken a set action like clicking a button you can create display advertising that helps you convert those lost visitors with a message, or even better, a series of messages in the form of ads that speak specifically to their stage in the buying cycle.


Examples of when Retargeting could be used.


  • Close visitors who left your website without taken a specific action.
  • Target users on the keywords or search terms they used to find your site
  • Combine branding and direct response techniques to target buyers at different stages within the buying cycle.
  • Helps to remind users of your brand as they research competitors.


The key to retargeting is, it’s MUCH easier to advertise and sell to people who already know, like and trust you vs. brand new customers.


Which are you more likely to buy?


The “6 Months Smiles” clear braces you searched for 10 times, read six reviews about, and then see a discount code for if you book your initial consultation today



A random scale and polish from a dentist 200 miles away


The key difference between retargeting and regular advertising is you already KNOW the prospect is interested.


Therefore a campaign can be put together to get that person to convert into a clients which can be more effective and cost less.


Don’t forget existing customers


It is always tempting to think about new customers but what about how retargeting could be implemented to increase brand awareness and call backs with existing customers or patients and cross sell other services that you offer.


Campaigns bring people back to your website by serving personalised ads across devices, the web, and social media.


The next time you are browsing the internet take a look at the adverts that are being displayed to you. Are they relevant, are they related to the searches you have been conducting and the websites you have visited?


If you want to learn how you could you use a retargeting campaign to bring people back to your website by serving personalised ads across devices, the web, and social media  then call us today on 0161 850 4413 and we can outline a plan to help you increase conversions and grow revenue.


7 Ways To Use The Internet for Marketing

7 Ways To Use The Internet for Marketing

7 Ways To Use The Internet for Marketing |

Trying to Determine the Best Way

To market your business online can be overwhelming. It seems there are countless different ways to attract peoples’ attention, but unless you know how to execute any of them properly then standing out online can be virtually impossible. In this blog I’ll show you  seven ways you can break down your Internet marketing so that you can try and determine more clearly which avenues may suit you the best.


Affiliate Marketing

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought by the affiliate’s own marketing efforts.


If you have your own products but aren’t great at sales, affiliate marketing is a great way to get other people to do your selling for you without employing a single person. Take a look at sites such as Click Bank, Commission Junction and Epic Advertising to see what other people are selling as affiliate products, and get a sense of if there is a good market for your product.

This works the other way too – so if you’re desperate to get selling online but don’t have anything to sell you can sign up as an affiliate for other brands and receive a commission for everything you sell.


Pay Per Click

Pay per click (PPC), is an internet advertising model used to direct traffic to websites, in which advertisers pay when the ad is clicked.


PPC is an excellent way to get your advert seen by people, and because you only pay for those who actually click your link it means that you can be reasonably sure that you are only paying for people who are interested in what you have. Tools such as Google Adwords allow you to research relevant keywords to make sure that you are choosing terms that people are searching. A good rule of thumb is that longer keyword phrases allow better targeting and therefore cheaper clicks.



Search engine optimization (SEO) is the Deliberate Organisation of your website so it shows up in the search engine results.


There are a lot of so –called SEO experts around who will promise to get your business to the top of the search engines. Whilst SEO does make this possible, there is usually a lot more to it and if you want your business to rank for a highly competitive term it’s unlikely that you will find yourself in the number one position overnight. Search Engines employ some of the smartest computer scientists in the world and they don’t want to be tricked! For this reason it’s far better to take a quality approach to SEO.


Create content that is relevant to keywords and phrases that your customers use, again, you can check Google Adwords to see how many people use certain phrases to make sure they’ll benefit you. It’s also important to get other sites to link to you to show that people appreciate your content and want to share it. Good SEO is an ongoing job but will come into its own in the long run when high quality visitors start to find your site.


Video Marketing

Video is one of the fastest growing areas of online marketing. Not only is it popular with people who prefer watching to reading, it allows you enormous flexibility to present your business in a way that just isn’t possible through words alone. YouTube is the second most popular search engine after Google, and it’s free to host your videos there as well as many other video sites. Facebook now also encourages videos to be uploaded directly to your timeline there so that they play automatically in your followers’ news feeds.


The possibilities of using video are really quite extraordinary and a lot can be achieved without investing in expensive equipment, making it easily accessible even for small businesses.  


Social Media Marketing

One of the huge advantages to Social Media Marketing is that if is free to use even for business accounts, meaning you can put your business in front of its ideal customers who spend their time on social media over and above anything else. Most social media platforms also allow some level of paid advertising so that you can reach even more potential customers, often for a far lower cost than through other forms of online advertising such as PPC.


For many, the main cost of Social Media Marketing is the time it takes, as the whole point of the platform is to be social rather than to sell. In fact, most social media users are averse to advertising, what they want is a one-to-one relationship. Business that do well on social media do well because they are social. Links, photographs, video and blog posts all do well to help build your relationships, they also help you build credibility and expertise so that when people are ready to buy they will remember your business because they have been gently reminded of your name every time they’ve seen or liked a link on Social Media.


Content Marketing

Content is the word used to describe the articles, posts, videos, images and anything else that makes up the substance of your web page.


Websites rich in content are seen as trustable, the more you have to say on a subject, the more you must know about it, therefore you can show yourself to be an authority or an expert. If you have a website for your business, you should have a blog section there that you update regularly. Look for ways that you can use the content of your website or blog to market your business so that when people read your page you are giving them something they want – knowledge – and subtly pointing out that you can offer them more.


Look for ways to get your content in front of as many people as possible, because the more who see it and visit your site, the more it increases the chances of your content being shared and seen by even more people. Good content will also help with your SEO. If you’re not sure where to start with sharing your content, try some of the popular submission sites such as e-zine, Business2Community or look for something similar that serves your particular niche.


Online Advertising

This term includes other types of online advert that you see, such as Banner Ads and Text links Many of these fall under a PPC category, but istead of being on search engines they’re on other websites. One of the best things about online adverts is that if something works, you can quickly scale it up to a bigger audience. If it doesn’t work you can tweak it or turn it off.


Typically though, you’ll need to be prepared to do persistent testing and constant optimisation to get it right and as there is no such thing as a test environment, you could be throwing your own money away on adverts that don’t hit the spot with your audience. Unless you are confident with what you are doing it’s usually best to try out other, simpler avenues first before you transfer your learnings to the wider world of online ads.


In conclusion, you might find it best to choose one or two channels of internet marketing and master them first before you move on to the next. If you’re a complete beginner, Social Media, Video Marketing and blogs are a great introduction and most forgiving to mistakes. They also provide a great learning curve in the form of user feedback and comments – great for asking questions to your audience and getting a direct response.


A huge benefit to internet marketing is that you can track everything – and you should. If you analyze what you are doing you will know where you are getting your best returns so that you can put more effort into that area and increase the return even more. The first rule of marketing is knowing your numbers!


No-one gets their marketing strategy right first time, or second or third. Keep going, keep tracking your progress and don’t expect perfection.


If you’re still figuring out where to start, or if you are revamping your online presence, then why not have a read through our free report – Websites that sell. You can sign up and Download it here!

Power your business with a website that sells

5 Mistakes You Are Making With Your Search Engine Marketing

5 Mistakes You Are Making With Your Search Engine Marketing

5 Mistakes You Are Making With Your Search Engine Marketing?

Despite their being many benefits to search engine marketing is important to remember that it is not risk free. In fact, get it wrong and you stand to lose a lot of money in a short amount of time. Like every other form of business marketing Search engine marketing (SEM) requires careful planning, skilled execution and constant vigilance. Make sure you are not committing these 5 simple search engine marketing mistakes.

1. You Are Not Clear about Your Objectives!

Search engine marketing is a form of advertising, but it is very different from all other advertising that you may have done in the past. Crucially it is not just about creating brands it is about generating targeted leads.

search engine marketing

So begin with a clear understanding of how SEM will fit into your overall marketing mix and how many leads you want it to generate for you. But remember be realistic saying you want one hundred leads from ten pounds of advertising is unrealistic. Work out your average cost per lead and use this as your starting point. You can them come back and refine this figure, but it is always good to have a starting point.

2.You don’t have a suitable landing environment!

There is little point sending visitors to your website if those visitors don’t like what they find there. If you are advertising for conveyancing in Manchester, sending the visitor to a PPI claims web site is misleading and will result in the visitor clicking straight out because the web page is not relevant.

search engine marketing

If you are looking to increase conversion rate, and with pay per click advertising that is what you should be doing, you should think about building a specific landing page for each campaign, or service that you are advertising. People searching for Conveyancing see a page dedicated to conveyancing. People searching for accident claims seeing a page specifically for accident claims. Sending people directly to the home page of your website, unless this is well optimised for conversions can also reduce your conversion rate.

3. You are not getting your words right.

Bid on the right words and phrases and the right people will visit your site. It sounds really simple but the success of your search engine marketing campaign hinges on you getting it exactly right. You need to know exactly who you want to attract to your site, what words they will use to find your site and how to advertise on these specific words or phrases at the right price.

Are your target customers searching for a conveyancing solicitor in Manchester or house sale solicitors? There is a big difference, both mean the same thing but have different amounts of people searching, have a different cost and will convert at differing levels.

Always try to think what people are searching for if you don’t know ask your existing client base what they would search for if they were looking for your business or services in a search engine.

4. Your Ads are not Click worthy

Why oh why would your targeted customer want to click on your advert? What is in it for them? Yes it might be relevant to what they are searching for but what about the other 9 adverts on the page, all the organic listings, the map and Google plus local listings? What makes your advert stand out above all the others?

The whole point of pay per click marketing is to get people to click. If you are not receiving clicks then people will not be seeing your landing page and not be introduced to your products or services. Make you adverts enticing, engaging, and accurate and give a clear call to action.

5. You are not Tracking your results.

And when I say tracking I mean testing, tracking and then enhancing. With SEM you get almost real time information surrounding your campaign. That means you have the opportunity to make changes depending on the reception your adverts are receiving.

Forget traditional marketing where you but an advert for a set amount of time then see the results. The results are there for you to see and adapt so harness that astonishing capability to improve clicks, conversions and results.

If you have accidentally included a keyword that is a brand name or has another meaning which you knew nothing about and it is suddenly receiving hundreds of non relevant clicks then you can omit that keyword from your campaign before it does any lasting damage.

Search engine marketing is an incredibly powerful way to attract targeted visitors to your online presence and managed the right way can provide a large portion of your qualified visitors, leads and sales , so do your homework and make sure that you  get the best possible return on investment.

How to Write Targeted Pay Per Click Ads

How to Write Targeted Pay Per Click Ads

How to Write Targeted Pay Per Click Ads

targeted ad textPaying for search engine adverts or pay per click ads, can be a simple and effective way to ensure that people who are already searching online for information related to your business will see relevant, engaging information about your brand at a time when they are already looking to connect with someone.

Each search engine will have slightly different rules regarding what they do and don’t allow to be advertised, as well as rules about the format, length and style of advert so it’s important to check the detail, however in general if you want to have an attention grabbing advert there are some basic rules to follow.

Highlight your Strengths.

Whatever USP you have that differentiates your business over and above your competitors, make sure you highlight it. You don’t get much space, using Google Pay Per Click, to write long, wordy adverts so use the few words you’re allowed to highlight any unique features or special promotions to catch a customer’s eye with.

Where possible show prices

It’s not always appropriate to show prices for services, but if you’re selling a product for a great price you should be shouting about it. Internet searchers generally don’t want to spend their time looking for the wrong thing so give them as much accurate information as possible. If they like the price and click your advert you know they are very interested. If they don’t like the price, they probably won’t click, meaning you’ve save yourself the cost of a click on a searcher who won’t buy anything.

Click on the following link to learn more about the costs of pay per click advertising.

Always Include a call to action.

A Call to Action is something that tells the searcher exactly what you want them to do. This could be words such as Buy Now, Call Us, Order Here, Get A Quote or Sign Up Today! If you convey a call to action s well as the benefits of your product or service it encourages users to click your ad and ensures that they understand exactly what you expect them to do when they reach your landing page.

A call to action will significantly improve your pay per click marketing campaign.

Include Keywords in the text.

If people search on a particular keyword, then they see that keyword in your Advert it reinforces the fact that you are offering what they’re searching for. The relevance of your advert should help to draw the users’ attention to what you are telling them in the rest of your advert. If you include the keyword in the title it will be in bold font – a minor detail that helps the information penetrate the customers mind that bit more!

Keep it relevant

Search Engine Adverts can be precisely targeted to users based on their interests, location, language and demographics. This gives a huge advantage for businesses who place adverts as the advert can be tailored specifically to their target buyer.  Adverts are displayed only in response to a user’s query so if your advert is directly relevant to the target audience, that audience is more likely to be further along in the buying cycle, and therefore more likely to click your advert and convert.

Advertising is very difficult to get right first time. When starting a new campaign it’s wise to start with a low budget to see how pay per click ads converts. If you’re not getting the results you wanted or expected then try tweaking your wording slightly. Sometimes swapping a few words round makes all the difference in the eyes of the searcher.

Pay Per Click Advertising – The Real Cost of a Click.

Pay Per Click Advertising – The Real Cost of a Click.

Pay Per Click Advertising – The Real Cost of a Click.

There is no doubt that pay per click advertising is a very powerful means of positioning your business in front of people who are searching for your type of services. When your customer uses a search engine such as Google to find something, the search engine presents them with natural search engine results, paid results and local search results as appropriate pay per click advertising Paid search results are typically accomplished through a pay per click advertising model where you create your own ad listing that will appear when certain keywords are searched on the particular engine you are advertising on. You pay £X for every “click” you receive on a given ad listing, where X is determined by factors such as

  • keyword popularity,
  • competition of the keyword
  • effectiveness of your ad.

From an inbound marketing perspective, PPC can play an important role in increasing the visibility on the search engines if you know how to leverage it strategically. However, there are many pitfalls and disadvantages that should be understood before relying too heavily on pay per click advertising to drive your business success.

Pay per click advertising offers multiple benefits as a lead generation tool. Used properly, PPC can benefit your business in the following ways;

Ability to target demographics

PPC gives businesses the ability to target who, when and where your advert is shown. You can select the time of day, for example during business hours, or your adverts can be displayed only on the weekends. If you wanted to only show your adverts to women of 40+ who live in the Greater Manchester area then you can. This hyper targeting means that if you know who your ideal client is then you can specifically focus your ad to that demographic, often benefiting from an improved click through, conversion and lower cost of acquisition. As a safeguard you can set a daily budget so that if a keyword slips through the net, generates a lot of clicks and eats up your budget you can remove the keyword from your targeted lists. A key point here is that pay per click advertising is not a set and forget strategy, you need to be prepared to dedicate time to get the right results.

Immediate online exposure

Once you have set up your Google Adwords, Microsoft Adcentre or other advertising account, set your keywords and written an ad then you are away. Once your ad is approved it could be showing on the search engines within 24 hours, often less. PPC is a great way to advertise in the search engines while you are building up your organic listings in the search engine results pages.

More First page Listings

The first page of Google is made up of paid, organic and where appropriate, local search listings. By including Pay per click marketing in your inbound marketing mix your business will get more real estate on the front page, which incidentally is the best place to be for a targeted search term. The more listings you occupy on the first page the greater the chance of a user clicking on your ad or listing, visiting your site and signing up to your offers over those of your competition.

Quantifiable results, allowing you to measure conversion rates and control your costs.

When you use Pay per click advertising there is an array of Data at your disposal: the number of times your ad has been served, the number of times an ad has been clicked, the number of times the click has resulted in a set action.  You can also see the specific keywords that have been searched for and many other factors. All of this data allows your business to strategically target the keywords that convert best for your business, improving your return on investment.

How much does Pay per click advertising cost?

One of the major reasons that businesses shied away from pay per click advertising was the fear of cost. The truth is, PPC marketing can be expensive and produce very little reward if you do not know what you are doing.  Read Google Pay Per Click – 8 Top Tips for a Great ROI.  That will provide you with some top tips to make sure that you see results. The cost of PPC advertising varies depending on the niche you are targeting and as always the competition. The simple fact is that the more businesses looking to advertise on the same keyword means that the price for this keyword will increase. For some keyword phrases this cost can escalate to really high levels.

Below is a List of the Top Twenty Most Expensive PPC Advertising Keywords


Keyword Search volume Cost Per Click
mesothelioma settlement 1,900  ∼ £88.57
mesothelioma asbestos attorney 5,400  ∼ £75.53
asbestos attorney 9,900  ∼ £72.80
asbestos law firms 2,900  ∼ £66.27
sell annuity payment 1,900  ∼ £59.07
annuity settlements 5,400  ∼ £57.33
structured annuity settlement 6,600 ↑↑↑ £57.33
auto donation 33,100  ∼ £52.48
virtual data rooms 4,400  ∼ £49.38
donating a used car 2,900  ∼ £49.25
auto accident attorney 135,000  ∼ £45.40
mesothelioma cancer 9,900  ∼ £44.29
data recovery RAID 8,100  ∼ £43.98
motor insurance quotes 301,000 ↓↓↓ £41.61
auto insurance discounters 2,400  ∼ £40.99
auto accident lawyer 135,000  ∼ £40.06
RAID data recovery 8,100  ∼ £39.88
asbestos cancer 14,800  ∼ £37.95
personal injury attorney 673,000 ↑↑↑ £38.14
insurance quotes auto 201,000  ∼ £37.27

*Price converted from $USD 1.61 to 1 £GBPSource: Fetch123

As you can the highest cost per click is £88.57 for mesothelima settlement; that means that a business is paying nearly £90 to advertise to someone when they enter the keyword phrase “mesothelima settlement” into Google. That does not mean that searcher will become a client, it simply means that if the searcher chooses to they will click on the advert and be taken to whatever page the advertiser chose to send them to. It could take many clicks before the user actually contacts the business.

For example if the page the business was sending the searcher to converts at 10% (meaning 10% of the people who click the advert will call the business, requests a call back or leave their details), then it will cost £900 for that business to acquire a lead. While many may baulk at that price, according to specialist lawyers, each payout could amount to anything from £65,000 to several million pounds, depending on individual circumstances. Therefore a successful claim will likely see the solicitor claim substantial fees which will no doubt recoup the cost per lead many times over.

Another example from the list is “virtual data rooms” at a cost of £49.38 per click on Google Adwords.  After typing the search term into Google I can see one advert that says starting at $295/m (approximately £183.22 per month). Now working off the same 10% conversion rate as before that would mean a lead would cost the business £480, yet they are only charging £183.22 per month. The key thing here is per month. Services like virtual data rooms are going to have minimum 12 month contracts, possibly 24 month contracts. That means that the life time value of the client to the business could be anywhere from £2198.64 -£4397.28. To be honest when something says “starts at a minimum” you know that with all the add-ons you are looking at a lot more!

It might take several months before the business starts seeing any profit from acquiring customers at this cost however after six months they will be making profit and that is more profit then they would be making if they weren’t advertising.

The point is, acquiring new business costs a lot of money as long as you know the life time value of your clients and your break-even point. If there is search traffic for your keywords then there is no reason why a well managed pay per click advertising campaign will not add value to your business.

If you want to know more about how you can generate more business by leveraging pay per click advertising contact us today!


7 Basics of a Winning Online Marketing Plan

7 Basics of a Winning Online Marketing Plan

7 Basics of a Winning Online Marketing Plan

There are countless articles, books and blogs about Online Marketing plans, people have made their careers as experts on the subject. For anyone just looking to understand the basics it can be difficult to know where to start, which is why it’s time to go back to basics with these 7 simple reminders.

1. Online Marketing is not a Quick Fix.

online marketing plan

Yes, it’s true that if you’re online marketing is well managed you can have great results very quickly, but don’t expect that to happen overnight. It’s important to establish your presence online and on Social Media as one of the key trust measures of sites on the Web is their longevity – a longer established site is more likely to rank better in the search engines, and the longer you are on Social Media the more genuine followers you will build relationships with. Even if you are using something like PPC where you can get “instant” results, without a well-established web presence clients may be put off by poor search results when they come to research you.

2. You have to be consistent.

The internet is inundated with new content every day. No matter how great your content is, if you stop updating your site and social media, then your followers will soon get bored and move onto a competitor site that has been updated more recently. In order to build a trusted following of engaged readers, you have to give them a reason to be interested, and you have to do it regularly.

3. Establish a recognisable brand image

You might not be a household name, but choose a brand image, colour scheme or logo that you can set up on your blog, social media and online adverts that is recognisably you. This means that if customers from Facebook come through to your blog, or vice versa, they know they are in the right place.

4. Be prepared to tweak things regularly.

online marketing planA campaign may work brilliantly first time, the chances are it won’t. Online Marketing is not always a consistent animal and you have to be prepared to make changes to your copy, images, or your general approach in order to get the best results. The great thing about Online Marketing is that you will probably have access to statistics on just about every aspect of what you do. Something as simple as changing a few words in an advert can make all the difference. Similarly, and advert that works really well won’t necessarily work really well over a long period of time as people will get bored of seeing the same thing. Don’t be afraid to make changes!

5. Always have a plan.

Don’t start any marketing campaign without a strategy. Make sure that for each campaign you have an end goal and budget as well as other potential milestones that you want to reach. This means that you can check your progress along the way and if you’re not making the progress you wanted then you either tweak your methods, adjust your strategy or re-evaluate your goals as necessary.

6. Use your Website as your Central Hub

Your own website or blog is like your own online real estate. You own it, so you can do whatever you like with it. No matter how popular Social Media sites are, always remember that someone else owns them which means they can change the rules at any time. By all means build up a following on Facebook, Twitter, Pinterest or whichever other site seems to best suit your business or industry but try and direct those fans back to your blog whenever possible. As an added bonus, all the links back to your site from other sites will help boost your sites credibility with the search engines in the long run.

7. Budget for your time

As part of your online marketing plan, remember that budget is all important and return on investment is key to any successful campaign. Social Media sites may cost nothing to use, but the time you spend on them and other web sites shouldn’t ever be more than you can afford. Your time is valuable; some would say it’s your most valuable asset as it’s the one thing you can’t get back.

What Online Marketing lessons have you learned the hard way? What are your favourite simple tips?

Getting Your Keyword Match Types Bang On!

Getting Your Keyword Match Types Bang On!

keyword match typeGetting Your Keyword Match Types Bang On!

On a recent blog post Deadly Mistakes Made When Conducting SEO keyword research, there was a comment mentioning the differences in keyword match types. This is a valid point and is something that many people fall foul of, so it only seemed right, fair and honourable to discuss in greater depth what Google Match Types are, how they can have a negative impact on your SEO campaign or, if selected correctly, can greatly increase the return on your pay per click marketing investment.

What are Google Adwords Match Types?

When doing your keyword research, Google Adwords not only allows you to choose the keywords that you wish to rank for in search, but also gives you tools to help you understand how general or how targeted you need to be.

These tools are called keyword matching options. There are four different types of keyword matching options that will allow you to focus your keywords better and thus return greater results for your Google Pay Per Click campaign

Broad Match keyword targeting

This is the default option when you select a keyword you are targeting. The broad match means that whenever a search is made that contains all of your specific keywords, in no particular order, your advert will be shown.

Let’s go with the keyword term Hand Made Jewellery.

Now, if someone were to type in to Google

“dolls jewellery”

“second hand jewellery”


Your advert would be shown for all of those searches. Now you might feel that the people who see the ad will be relevant and they may be, but the chances are that the people who may click on the ad have no commercial intent what so ever and therefore will not purchase anything from you and cost you money.

“Phrase Match” Keyword Targeting

This option means that your ad will only be shown if your keywords are searched for in the order you have written them. Your ad will still appear if other keywords are present in the query but only if they are in the correct order. Phrase match narrows your reach by preventing your ad from showing on irrelevant variations of your keyword.

Ad will appear for the query:
used hand made Jewellery
buy hand made Jewellery
antique hand made jewellery

Handmade jewlerry

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

Dog Jewellery made by Hand

[Exact Match] Keyword Targeting

This option means that your ad will only appear when your exact search phrase is show with no words, before, after or in between.

Ad will appear for the query:
Hand made jewellery

Ad won’t appear for the query:
Jewellery made by hand in China
hand Jewellery made for babies

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Adding exact match to your keywords can severely limit the reach your advertising gets however on the positive side if you have a keyword that is proven to convert after testing; then exact match keywords can be highly profitable.

-Negative match Keyword Targeting

This option is used when there are specific keywords that you do not want your ad to appear for. Most businesses use the word “-free” as negative keyword to minimize the number of customers looking for free products and again costing them money by clicking on the adverts.

Embedded match Keyword Targeting

Is probably the least known and most underused match type on Adwords. The function allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

For example, let’s say your business sells Amazon kindle accessories but not the Amazon Kindle itself you could use the embedded match option of a negative keyword and exact match on -[Amazon Kindle]. This way, the advertiser’s ads appear for Amazon Kindle Jackets and Amazon Kindle Keyboard, but not for the exact match Amazon Kindle.

The correct usage of these keyword match types can help you reduce your unwanted and unprofitable clicks, which will help to increase your return on investment from your pay per click campaign.

How to Advertise Your Business, Grab Peoples Attention and Win New Business – The Low Down

How to Advertise Your Business, Grab Peoples Attention and Win New Business – The Low Down

How to Advertise Your Business, Grab Peoples Attention and Win New Business – The Low Down

how to advertise your businessBrilliant advertising is about getting the right message to the right person at the right time. It is about the one brilliant idea that sweeps people off their feet and compels them to take action, get in touch with you and further their relationship with you and your brand. For a business owner this can be quite daunting, but the truth is if you don’t know how to advertise your business in a way that makes people remember your business and act upon that message, then your business will be destined to failure.

9 Methods to Successfully Advertise Your Business

Make the most of the money you spend on marketing with the following advertising plan.

1. Think outside the box.

One of the biggest mistakes business owners make when promoting their company is to produce their own adverts.Obviously, it’s tempting (money being tight) but these ads often don’t do justice to the business.

Consider getting some professional help – there are plenty of advertising agencies that are willing to work for small businesses. If your product or service has a national market, you could also consider using a media buyer – they should be able to secure cheaper advertising space than you could.

2. Who is your most valuable customer?

What do they look like? What do they do for a living? What is there annual income? What do they do in their free time? Do they like holidays? How many times a year do they travel? What books/magazines do they read? What internet browser do they use? What websites do they visit? Do they buy products online? Do they own their own home?

There are literally hundreds of questions that you could ask and maybe you will never know the answers to all of them, but knowing as much as you can helps you position your brand and services.

Build yourself a straw man or an avatar (a model of your ideal customer) and put it above your workstation to remind yourself on a daily basis who it is you are looking to provide services to.

3. Which adverts make you look twice?

When you are walking down a street and you see a billboard. Does it resonate with you? Does it make you look twice? Does it make you stop and think about the context of the message? Do you think it works? Could it work for your audience?

Do some research, browse around your competition’s website, have a look at the terminology they use, the adverts, the calls to action and take note of the things you like and you don’t like.

Use the press, newspapers and magazines for inspiration for copywriting messages. After all they are paid copywriters and journalists who eat, sleep and breathe this advertising stuff. Keep a swipe file of the adverts that provoke a reaction and think how you can tweak that message for your most valuable customer.

4. What’s your budget?

When starting up a business it is quite easy to think that you don’t need an advertising budget, that your value proposition, amazing services and your flashy store or website will do all the advertising for you. It won’t, period!

Advertising is an unavoidable expense. Not allocating time and money to promoting your business is like having a Ferrari without an engine. It looks good but is absolutely useless. That being said, the cost needn’t lead to financial ruin. Decide how much you can afford in the first year and pick methods and marketing channels that match your budget so you can carry them out regularly. Avoid blowing your entire budget on one high-profile advert – think about drip feeding your message to your target audience over a sustained period of time.

5. Why are you advertising?

Do you want to build your brand or are you more interested in generating sales? Remember, even if you are having your best sales period then you should still allocate a percentage of your sales to advertising because it can help you build a strong reputation that will sow the seeds for future growth.

6. What’s your message?

The message that you convey to your customers is constantly changing. This can be down to individual offers or promotions, seasonal changes or simply to remind your audience of the benefits you offer. Figure out what you want to say and keep the message in keeping with the brand reputation you are looking to build.

7. Which advertising channels?

There are many different channels that you could use to advertise your business. Use the template of your ideal customer and think hard about where that person may be. Pick a selection of marketing methods that match your budget and your customer behaviour. These could include:

  • A website. With more and more consumers turning to the internet for information and to purchase goods and services it is almost obligatory these days to have a website. Even a small business can benefit from setting up a website as it can provide people with information about your business such as your contact details, information about your products and services and help legitimise your operation. However you choose to set up a website, if you want to see results, you also need to think about and invest in advertising that website and making it visible to people who are searching for products and services that you offer through search engine optimisation (SEO) and other online marketing techniques.

There are many ways to get a website up and running at little to no cost. There are free contact management systems such as WordPress where you can get access to a range of templates that can be used to set up a basic web presence. There is the “Getting British business online” initiative backed by Google that also provides templates for you to design a website. If you lack the time and skills to create something that reflects the image of your brand, then you may consider working with a digital agency that can do this for you.

  • Social Media. The number of people who actively participate in social media sites has grown rapidly over the past five years and continues to increase at a rapid pace. The premise of social media is for people to like, share and connect with others and share the things that impact them, both positive and negative. Share yourself and your business with others but spend as much time, if not more, listening to what others are saying in order to generate conversations and interest. Social media can be a great way to spread the word about your business but by no means is it something that should be taken lightly. Social media can and will take an investment of time and or money in order to see results.
  • Business directories. There are many sites on the internet that allow you to register your business for free: Yell, Thompson Local and FreeIndex are just three examples. These sites will allow you to add a basic listing free of charge. While they may not provide a huge amount of leads for your business they may allow you to provide a link back to your website, which acts as a citation for your business and will increase the chances that search engines will pick up your website and may even increase your ranking the search engine results pages.
  • Pay-per-click (PPC) marketing.  A highly effective form of advertising that can drive instant results for your business. PPC marketing is where your advert is triggered when someone types in a keyword phrase related to your business that takes them to your website, or more specifically a targeted sales page with a conversion goal. You’re charged only if someone clicks on your ad.  You can do this through Google Adwords or the newly named Bing Ads.
  • Local newspapers and magazines. There are still a lot of people that like to read the local newspapers that get posted through the door on a weekly basis. If you have a fixed location and require footfall to your store than local newspapers can be a great source of leads.
  • Daily Deal Sites. Groupon, Happli and Living Social all give businesses the opportunity to advertise their products or services to their members. This may seem like a great idea however you need to read the small print. Most of these companies expect you to offer a huge discount and also sacrifice up to 50% off the revenue of a deal. Before committing to such a deal do your due diligence and make sure the deal works for your business.
  • Niche magazines. Is there a specific magazine that people interested in your business read? If so price out how much it would cost to run an advert in the magazine, or perhaps see what it would take to get an editorial piece?
  • Local radio. Although this is relatively expensive it can attract immediate results and along with internet advertising is one of the only sources of advertising that is growing*. Meaning that it is providing results for other businesses or they wouldn’t be using it. *Source
  • Leafleting. In order to drive brand recognition for a local business, leafleting is a good if untargeted method of advertising.

8. Is it providing results?

Any advertising campaign is measured by the results that it brings. After all it is no good spending money on advertising if you are getting no reward. Ask new clients to your business how they find out about you, use specific tracking codes so you know where and how people on the internet have reached your site. If doing a leaflet drop or radio campaign think about setting up a specific web page solely for that purpose or use an individual telephone number to track the results. Once you have the results you can analyse them and re-invest in what is working and change or shut down advertising methods that are not.

9. Tomorrow is a new day

Be sure to constantly review your advertising plan and don’t be afraid to rethink your strategy if it isn’t working throwing good money after bad will get you nowhere fast. Also, as your business grows, you may find you have more budget for advertising and want to try new channels to reach out to a whole new audience. Your advertising plan should evolve along with your growing business.

There is no defacto, all encompassing, fail safe method for knowing how to advertise your business. The simple fact is that you continuously need to get your name and business out in front of the right person at the right time. Advertising is a fundamental part of your business growth strategy.


Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay Per Click Marketing – What Business Owners Need to Know!

Pay per click marketing is where instead of earning positions in the natural or organic search engine rankings, you pay to be seen.

Search engines divide their real estate into two separate pieces:

pay per click marketing

Organic listings as you know cannot be bought, only earned through relevance, so good positions are only achievable by following structured search engine optimisation techniques on your website.

By using pay per click marketing tools such as Google Adwords or Microsoft Adcenter; now Bing Ads you will appear in the sponsored listings (usually displayed above and alongside the organic or natural listings) by agreeing to pay if someone clicks on your adverts.

At first this may sound very expensive, and without a well managed pay per click marketing campaign it can be, however if managed correctly the costs involved are very reasonable considering the visibility and targeted traffic you will receive.

You will only have to pay a fee when you receive clicks on your adverts. This means that you will only pay the search engine when they send someone to your website. The price of your clicks will vary depending on the industry you are in and the competition bidding on your keywords.

What are the benefits of Pay per Click Marketing?

Pay per click marketing is a very important and useful tool to have in your online marketing arsenal.

The reason this is so valuable is that you can be on the first page of Google for keywords that are targeted to the services and solutions offered by your businesses within minutes of opening up a Google Adwords account.

With Adwords you can create your ad and choose your keywords, save them and then be seen on Google in an instant. This is unlike optimising your website, where you have to wait for the search engines to update and continuously optimise for better results by adding fresh and relevant content that courts backlinks and citations.

The following is a list of benefits for pay per click marketing:

Advantages of Pay Per Click Marketing:

1. Demographic Targeting

If your target audience is 50 year old women in the areas surrounding your business location then you can specifically target for them and only that audience.

2. Immediate rankings

Many local businesses run special events or one off occasions. A pay per click marketing campaign can mean that you can advertise that event immediately by setting up a new campaign and having that go live the same day. This allows your business to benefit from immediate and targeted advertising.

3. Ability to test your search terms before you optimise your entire site for organic searches.

Before investing in optimising a website for specific terms or phrases to rank organically in the search engines, pay per click marketing can help ascertain the true level of traffic as well as interest and commercial intent on the keywords and phrases. The test results may show that some keywords have better results than others while showing that the more obvious keywords have less relevance than first thought.

4. Test headlines and offers

Pay per click marketing can be used to test headlines and offers. You can run separate headlines, known as A/B or split testing, or offers and see which offer gets the best response before committing a large portion of your advertising budget

5. Track your conversions

Most search engine platforms such as Google Adwords and Microsoft Adcenter give you a management suite that shows you exactly what adverts have been clicked on, what keyword terms where used and also shows you which keywords resulted in your advertising goal. This is allows you to pause certain campaigns while increasing spend on other campaigns that are providing better results.

6. Select a daily budget

When advertising, budget is always a key consideration and when using pay per click marketing you can set a daily budget so that your campaign can last for a set duration as opposed to all going out at one time like other forms of advertising media such as TV, radio or print.

7. Make Instant Changes to increase conversions

With ppc marketing you don’t have to wait to make changes. Changes can be made and instantaneously be reflected in your ads on the search engines and having an impact on your conversions.

The main benefits of using ppc are that you can instantly appear under your desired keywords and have your website seen by people who are interested in your offers. This makes the sales process easier as you do not have to convince people to buy what you are selling – they are already looking for it. This ensures that your conversion rates will be higher than if you are targeting people at random with other forms of advertising.

The disadvantage of PPC Marketing

Although the picture painted of pay per click marketing above is quite a positive one there are some downsides to PPC that you also need to consider.

On the internet, something can become popular or go viral in an instant. This could have a severe impact on your PPC marketing campaign. For example one of the keywords that you are bidding on may be linked to some celebrity or is in the news and suddenly that keyword can become grossly popular meaning that you end up paying for a lot of clicks where the searchers are not actually looking for your product or service.

1. PPC Advertising is not set and forget

Although it can be relatively easy to set up a pay per click campaign, managing, optimising and getting the best and most cost effective results requires constant attention and intervention at the right times. Therefore many business owners who cannot afford the time to monitor their PPC campaign can find that they get very little return for their investment.

 2. PPC Marketing can be Really Expensive

The cost of individual keywords and phrases are set by industry and competition levels therefore if you were looking to advertise in the insurance niche then things can get pretty expensive, pretty fast. An example would be if you were looking to advertise for “accident claims”, this could set you back £66.09 per click. That would mean that every person that clicked on your advert would cost your business *£66.09 without them necessarily becoming a lead or client. That all comes down to the conversion rate or performance of your landing page. This could mean that to get one lead could cost several hundreds of pounds if not more. *Source Google Adwords

NB. Please note this is an extreme example as there are many keyword phrases that you can target for just pennies.

3. People Tend To Ignore Sponsored Ads

A recent survey suggests that 94% of people ignore PPC adverts and opt for organic search listings instead.

4. People Are Sceptical of PPC adverts

People do not like being sold to and the fact is that vast majority of sponsored ads are there to sell. People who are looking for information or an unbiased opinion may choose to ignore these adverts and look to the organic listings which are harder to position in.

5. Choosing the Wrong PPC Marketing Company

There are thousands upon thousands of digital marketing agencies that offer Pay Per Click management services, offering companies the earth and stars as far as return on investment for their services. The truth of the matter is that each pay per click campaign is unique and until a test is carried out is hard to quantify what result can be achieved. Take your time and do your due diligence before committing to work with any organisation.

Pay per click marketing can be an integral part of any businesses marketing mix  and can be used to drive sales from people who are further down the buying cycle, meaning quick returns. However without the correct set up and careful on-going management it can soon can become a burden on business owners in terms of time and expense.

Is the return on your online investment non existent? The call us today on 0845 245 7365 to see how we can get your business in front of targeted buyers today!