Getting Your Business On The Map

Google My Business can be a beneficial tool for your business, for a variety of reasons. Google My Business gives you the tools to update information about your business and engage with customers from a phone, tablet and computer. Also, Google My Business is free of charge and allows customers to find your business with ease as it locates you on Google Maps. By displaying your business phone number and website, people can contact you with any queries they may have and see what you have to offer as a business.

You control what potential customers see when they do a local search in your area for your business. Google My Business provides the ability to upload new photos, update custom open hours and engage with your customers online by responding to reviews, giving you a platform to build customer loyalty.

You have the ability to keep information about your business updated, so it’s easier for new customers to find you. Google My Business gives you the ability to adjust opening hours for holidays and update new phone numbers, so customers are kept ‘in the know’.

Google My Business encourages customer loyalty, as you have the ability to start conversations with your customers, by responding to reviews within a timely manner, allowing you to have a two-way conversation with clients based on their experience and any concerns they raise.

You can upload as many images as you like with Google My Business, images of sales, products or favourite menu items, to really show what’s unique about your business and why people should choose you.

Get real information about how Google listings bring you business, which allows you to track important information like calls, requests for directions to you, website visits and listing views. With Insights, you can learn more about customer actions, and how you are doing as a business and ultimately, how to set yourself apart from your competitors, which gives you an advantage over them.

You can obtain a greater understanding of community with Google My Business’ Insights, as you can find out where people are coming from, which gives you the knowledge you need to target customers better and entice new ones in. You can even discover what photos are getting noticed the most, and how you are doing, compared to similar businesses.

With Google My Business, your business can be displayed above organic search results, which puts your business in a prime position to get recognised by new customers. And don’t forget, there are no charges by Google for this service.

Get your business listed on Google with ‘Google My Business’

Getting More Customer Calls

Did you know that with Google AdWords you can drive more calls and texts to your business, not just drive traffic to your website? You can with Google AdWords ‘Call-Only’ units and click-to-messages.

Pay Per Call

The Pay Per Call system works by a bidding system, similar to when you are bidding for a higher position on Google to drive traffic. However, this method works for advertisers using either a Google tracking number or their own number, to help drive business to a company, by calls. With Pay Per Call, the chosen number will appear with a call button next to it. This method is an advertising method recommended for advertisers who only want calls, as they will be able to bid exclusively on calls alone, as opposed to before where it was only possible to bid on clicks and calls combined, as calls were billed as clicks. Previously, marketers had to pay the same price regardless of whether users called or clicked.

Pay Per Call meets the needs of advertisers who want calls and want to avoid clicks or worrying about landing pages. The Pay Per Call option is completely customisable, as it enables the choice of how your number appears, and when it should appear with custom times, that you control.

Pay Per Call is also advantageous as it is optimised for a variety of different platforms. For example, your advert can be optimised for mobile phones, as you can choose whether to show an ad with URL and a phone number or just show the add with just a number. You can also customise the text ad for desktop and laptops, and text ads to be mobile optimised for ads on mobiles.

If it Pay Per Call is used with your own number, you will have access to standard performance data. However, if you are using Google’s extension number, you will gain access to more detailed call metrics, with Google forwarding.

If you would like any more information about Pay Per Call and how it can be beneficial for your business take a look here.

Click-to-message

Another method of advertising is click-to-message, which is an easy but effective way to communicate to potential customers. As nearly two-thirds of smartphone users are messaging more than 5 times a day to communicate with others, it’s no surprise that messaging has become a viable way to advertise and reach a target audience.

Sending a text message, offers efficiency and effectiveness, as a conversation can be started or replied to within seconds, which means that valuable conversations can be initiated by tapping into one of the user’s most frequently used and most preferred methods of communication. Click-to-messages offers a faster consumer experience on mobile, that boasts flexibility, that can provide users with useful information that gets them one step closing to purchasing.

It’s known that 65% of people would consider messaging a business for information on a product or service, or to schedule an in-person appointment. Being the fastest, most effective way to connect, click-to-messages allows a business to send pre-written or custom text, a much faster way to connect with consumers on mobile to increase their conversion rates.

Click-to-messages offers a seamless and streamlined process of communication that increases brand trust. It also allows you as a company to respond in a quick and cost-effective way. Click-to-message allows the ability to engage with a business, in a way that’s comfortable for the user. Questions can also be asked and answered that are not on the website and when the office is closed, making it quick and convenient.

For a couple of examples of click-to-messages being utilised:

TravelPass Group utilised click-to-message and saw a 41% higher conversion rate compared to other ad-extensions.

Auto & General achieved an 80% conversion rate higher than before they utilised click-to-message, compared to other ad-extensions.

The Difference Between SEO & PPC

Search Engine Optimisation (SEO)

Search Engine Optimisation (SEO) is the method that aims to improve search engine rankings and bring more quality traffic to your website. In search results, Google displays links it considers relevant and authoritative. Authority is measured by analysing the number of quality of links from other web pages. A web page has the ability to rank in Google, as long as other pages link to them.

Factors such as how old a website is, how many pages it has and how many links it has from other pages, all contribute to how authoritative a website is. However, the main element that optimises what position a website ranks in Google, is the use of keywords in content, that people search for. Google picks up on these authority signal and as a result, it creates strong Google rankings. Also, if the web page is linked to by other web pages, it shows Google why it’s important, which makes it more authoritative according to Google. There are many benefits that SEO can pose to a business or organisation that utilises it properly.

Advantages of SEO

Cost-effective marketing strategy – Organic listings are essentially free. Through utilising SEO with keywords and links, you can watch your website generate consistent traffic, as SEO targets users who are actively looking for your products and services online.

Increases traffic – With SEO you are almost guaranteed to see an increase in your traffic. SEO can provide quick results, which will increase at a steady rate. To track your traffic on your site, it is recommended that analytic tools are used to monitor the increase of people visiting your site.

Builds better brand credibility – Websites that rank higher in Google receive more impressions and as a result, provides more exposure for your website. Being on the first page of your targeted keywords builds more trust with users, as companies displayed on the first page are perceived as more trustworthy. The more pages and content that appears in high positions in search engines, the more chance there is of users seeing content and associating with your brand.

Makes you stand out – with millions of websites on the web, it can be difficult to compete with them. However, you can stand out from the rest and with effective use of SEO.

Better return on investment (ROI) – Many people click on adverts by mistake, an organic Google hit is more valuable than an ad, as people are actually looking for your product. Google searches yield in people who searched for the tag in your website.

Pay Per Click (PPC)

Pay Per Click (PPC) is a model of internet marketing whereby advertisers pay a fee each time one of their adverts is clicked. It’s a method of buying visits to your site, rather than obtaining them organically. One of the most popular forms of PPC is search engine advertising. Whereby, Google AdWords is the single most popular PPC advertising systems. The AdWords platform enables businesses to create ads that appear on Google’s search engine. Advertisers bid on keyword phrases that are relevant to their target market and win bids based on how much is bid and which company has the higher bid and is more relevant. Websites utilise PPC by displaying adverts or ‘banner ads’, which is shown when a keyword query matches an advertiser’s keyword list, which is called ‘sponsored links’ or ‘sponsored ads’. PPC can be an effective marketing tool, to reach top prospects at an important stage in their purchasing cycle.

Advantages of PPC

Only pay when an interested user clicks through – It’s advantageous and straightforward, as you only pay when someone interested in your service clicks on the advert, which can be highly beneficial to your company as once they are on your website, they can determine whether they want to proceed to a sale of your product or service.

Control all the costs – With the bidding system Google uses, you only pay as much as you want to, which puts you in complete control of how much exactly you want to spend, which means you can tailor it to your budget, and it’s flexible to change at any time.

See results pretty quickly – Organic search traffic can take longer to show ROI and it’s more of a long-term marketing tool, whereas, with PPC, results can be shown very quickly.

Reach the right audience – You have the choice where and when your adverts appear based on keywords, location, website, device, time and date and more options, which means you can narrow down your market and bring products and services in front of the right audience.

Increase brand awareness – As it will be in the top section of Google, it provides your business with more exposure and gives it more establishment.

How We Reduce Our Cost Per Sale With Retargeting

What is Retargeting?

Retargeting is the digital marketing technique of targeting users who have previously visited your website, with banner ads on display networks across the website. With retargeting, you only target users who have visited your website and have had an experience with your brand. You can target users that visited a specific part of your website, or your whole site, the choice is yours. Either way, you are ensuring that you spend money on people who have already visited your site.

In comparison to normal display advertising, retargeting is more of a beneficial technique, as with normal display advertising, they target users in the early stages of the buying process, where you have to establish yourself, build rapport, brand effectively all with the aim to sell. But if the user has already visited your website and has links to the website, you are one step ahead of the game.

How Does It Work?

You place a retargeting pixel on certain sections on your website or across the entire site and as visitors arrive on the pages you have a pixel on, they are added to an ‘audience’. This audience is cookied, and as users visit other websites in the display networks that you are running retargeting ads, they are shown your ads. This provides you with a platform to target your user in a creative way that can bring them back to your service and remind them of your brand. You can even offer them unique codes and discounts in your ads to bring them back to your website and drive business. You can also control the websites that show your ads, just like on typical display network buys.

If a person in your audience converts, then a ‘burn pixel’ will fire, which takes them out of the audience. You can also choose to add different pixels if you wish to show converting visitors different ads. However, it can get complex when you are choosing which sequence of pixels you cookie these users with.

Retargeting is incredibly effective, as this technique can give you credit to click-through and view-through conversions. Retargeting also encourages elements that assist with the buying process:

  • Raises awareness through ads that feature a logo and brand name
  • Creates interest as the ads feature products users have liked
  • Evaluation, as the ads answer questions users may have
  • Encourages a decision with ads that feature promotions and unique discounts
  • Purchase as ads features products similar to the ones they have already purchased

It is known that retargeting is the most effective way to target a user at any given time and even if it doesn’t work straight away, you will be granted more data which provides you with more control over how you utilise that information. To optimize retargeting effectively, time and management has to be put into it. Retargeting specialists believe that having a user see 7 to 12 of your ads in the period 30-days is ideal.

We don’t retarget everyone

We cut out a lot of wasted budget on re-targeting by excluding anyone who hasn’t engaged with our content.

We’ll only retarget people who have spend at least 10 seconds (which is actually quite a long time in terms of web use – count to 10 in your head and think about how many new websites you’ve spent that much time on). You can choose a longer or shorter time if you like, there might be a better option but 10 seconds works for us. If you try and limit your audience too much your ads won’t show at all and you’ll be missing out so don’t go too high. And remember you can set it up so that you only pay per click.

Anyone spending less that ten seconds on a website probably isn’t going to remember the brand or the product we are advertising so drip feeding features and benefits will be lost on them.

Being product specific with your retargeting

If the website we’re marketing has more than one product we will segment our Remarketing lists. Basically, we’ll create a list per product, we’ll do this in analytics when defining our audience. We’ll create rules for our audience ie must have spent at least 10 seconds on this product page. That way we’re being really specific with our retargeting messages.

How much does re-targeting cost?

It really does vary, but ads on the display network are generally much cheaper than search ads, plus you’re paying per click whilst benefiting from a warm audience continually seeing your product’s features and benefits whenever they search the web.

Our advice is to make sure you’re are tracking your leads and sales accurately in Google analytics and work to a profitable CPA (cost per acquisition – Ie how much does it cost me to make a sale) which you can see against your retargeting campaigns.

We often find spending more money reduces our CPA with an effective retargeting campaign.

Rather than spending all our budget on people that have never heard of the product before (then expecting them to buy on the 1st visit) spending some of it on re-targeting increases our chance of making the sale therefore, it costs us less to make the sale.

For example, let’s say we spend £100 per month and it costs £10 in ad budget to make 1 sale just targeting cold traffic; That’s 10 sales.

If we add £30 per month on retargeting it now only costs us £6 to make a sale we now make 21-22 sales for our £130.

We’ve more than doubled the amount of sales by spending an extra £30.

We can’t guarantee those kinds of results (We have no idea what your product is and what your website or messaging is like) but we have found retargeting to work for us. Plus we can’t take all the credit we work with clients who have amazing products we just make sure people know how amazing they are and maximise every opportunity.

Quick Tip: Why We Use PPC For SEO

Now, when we’re first looking to market a product there will be some obvious keywords that we want to rank for organically or we want to advertise for. With Google Adwords you can set up an advert pretty much the same day, choose the keywords that you want to advertise for and get your ad running. You can find out pretty quickly whether you are going to make any sales from that keyword. So rather than just jumping in and trying to rank organically for certain keywords, we will set up test campaigns to find out which keywords are actually going to bring leads or sales, depending on what we’re trying to achieve.

Let’s say that we’re trying to sell a specific product, and we’ve got a keyword in mind. For example, we’re selling a red hairdryer, so we’ll try putting an advert together for “red hairdryers” which should bring sales. But, we could find that out tomorrow by running those ads, and we could find out how much it’s going to cost us to make a sale and how many hits to our website it’s going to take to make a sale. So there’s a lot of information there that we can find out very quickly because as you probably know, it takes a lot of time and effort to rank for a keyword organically.

Rather than spending all that time (it could take six months to rank for a keyword without knowing whether it’s going to bring any business), we’ll set up these quick campaigns. You don’t have to spend a lot of money, with a budget of just £10 you can run an ad for the day to see how much traffic it gets, the individual sales and how much it’s going to cost. If you make any of those sales – great! Then you’ll want to spend more effort ranking organically but also, we’ll probably want to keep our ads running on certain levels because you’re making a profit.