– The landing page where someone arrives once they’ve clicked you ad is obviously really important, and sometimes you’ll be better off using your website so they can go and explore and have a look around, and sometimes just a one, single landing page that’s really direct is gonna work. So it really depends on the financial service product that you provide, or advice, whatever it is. So, I mean rules are there to be broken, but I guess the closest thing I can come to a rule is where, if it’s someone needs advice because they don’t know what they want and they don’t really understand your financial service product, then the website’s probably a really great place to send them to, and sending them to some content where they can get to know you, build a bit of trust, and just learn about you and your business. That’s probably one way to use a website, and I’d use a landing page if they know what they want, they understand what it is, and they need to get the best deal, and they wanna speak to someone that can help them quickly. And then a landing page is really super relevant, that still kinda shows you and your people and makes it really easy for them to engage with you. Either they pick up the phone to you, that’s the ideal, of that they ask for you to call them back. Whether using your landing page or whether using your website, the kinda the Golden Rule is to be as relevant as possible. So it will be quite rare that your home page is the most relevant page. I often use our home page because we have niched right down, we work just with financial services businesses, we know they need leads, and my home page is effectively a sales page. But for you, you might have multiple services, multiple products, so it might be quite rare that the home page is the most relevant. So you should know, with your advertising, what that person is after or what they’re researching, and you send them to the most relevant page, whether it be your website or your landing page. All of the advertising platforms, maybe not LinkedIn and Twitter, use like a relevancy score, quality score or guidelines that give you basic cheaper costs if your ad is relevant to the audience and relevant to what they’re looking for. Especially with Facebook, especially with Google Ads, relevancy is key and it’s obviously gonna benefit your customer if they get to the right page, get to the source of the info that they need straightaway. Now one thing to note is if you’re looking at Google Analytics, the bounce rate might be higher because they’re on the page that they need to, they don’t necessarily need to look around, so don’t be worried about high bounce rates from paid advertising if you are sending them to the page that they need. They don’t need to look at other pages, and most of them won’t. So one thing to note and remember is don’t worry if your conversion rate is low to begin with. You do get other opportunities with re-marketing, so that’s when someone hits your site, and then goes back on to like a social media platform or another website, and sees your ad again. You get plenty of opportunities. If they’ve been on your site once, and they’ve spent a bit of time on it, they’re probably interested in what you do, and you do have other opportunities to get in front of them. So, if you don’t get it right first time, learn from that, so don’t continue with a page that doesn’t convert at all, I mean that would be madness obviously. But learn from how people are interacting. I’ll drop link into something called Hotjar. You can watch back how people have interacted with that page or with your website and that whole journey. Learn from that. It’s an ongoing cycle of making either your website or your landing pages better all the time.
If you run a campaign for long enough it will learn when, where and to whom to show your ads within your chosen audience to get you more leads.
Results get better over time.
Facebook are so good at this!
So the third thing that I love about Facebook Ads is i’ll always be finding new people who are similar to those customers that I want.
So in the first video I talked about uploading a spreadsheet of customers that you’ve already got, to create a lookalike audience.
What we can also do is trigger a lead on our thank you page.
So if they’ve filled out our quote tool, and they are now in the system as a lead, they’ll land on the thank you page.
And then what we can do is create an audience of anyone that has landed on the thank you page, and create a lookalike of that audience.
So that audience is increasing every day and so our lookalike is getting tighter and more specific each day.
The more leads that we get, the more people that we can find for a cheaper cost.
So that’s the third thing I love about Facebook Ads, it’s to always be refining and finding new people and more targeted people that are more likely to become customers.
So the second thing that I love about Facebook ads is being able to create an audience of people who’ve watched a certain percentage of a video.
So if I’ve created a video on a topic, I can then follow that up with an ad that’s maybe more sort of sales driven and I’ll know then that they’re interested in the topic that I’ve been talking about and then I can also test different percentages.
So if someone’s watched half of it, 90%, 75%, and see what works. The benefits of that is if when I’m going in with kind of a sales driven ad, I know that they’re potentially interested in the topic that I’m going to advertise about.
So, that is the second thing that I love about Facebook ads.
What are Google’s Quality Scores?
Quality Score is Google’s rating of the quality and relevance of your keywords and PPC ads. It is used to determine your cost per click (CPC) and is multiplied by your maximum bid to determine your ad rank in the ad auction process and can depend on a number of different factors:
- Your click-through rate (CTR).
- The relevance of each keyword to its ad group.
- Quality and relevance of landing page.
- Relevance of your ad text.
- Your historical AdWords account performance.
Quality Scores have a significant influence over the cost and effectiveness of your paid search campaigns. They affect how your PPC ads perform and how much you pay for each click. Quality Scores combines the relevance of keywords, with user experience and generates the Quality Score.
When more people see your ad and click it, it’s a strong indication to Google that your ads are relevant and helpful to users and as a result, Google rewards higher ad rankings and lower costs.
Benefits of improving Quality Score
It has been established that Quality Score has a direct link on your PPC success, and by taking simple steps to optimising your Quality Score, it can result in a higher ROI. As higher Quality Scores results in lower cost per conversion – how much you pay when someone takes action on what you want them to i.e. signing up for a free trial or brochure, or making a product purchase. However, since not every click turns into a conversion, conversion rates are generally higher than cost per clicks, but a strong Quality Score lowers both cost per click and cost per conversion.
A high Quality Score is Google’s way of saying that your PPC ad meets your potential customer’s needs, and the better you are at doing that, the less you will be charged from Google for the ad click.
How to Improve Quality Score
As Quality Score determines where and how often your ads appear, it can be beneficial to your company to attempt to boost your rating by trying out these methods:
- Keyword Research – Discover new and relevant keywords to add to your campaigns, long tail keywords can contribute to the overall traffic you receive.
- Keyword Organisation – By splitting up your keywords into tight, organized groups, it can be tied to individual ad campaigns more effectively.
- Refining Ad Text – PPC ad copy that is targeted more to individual ad groups is more effective at obtaining a higher click-through rate.
- Optimizing Landing Pages – Create landing pages that connect directly with your ad groups.
- Adding Negative Keywords – Research and exclude irrelevant search terms.
Quality Score is the measure of relevance and improving it entails structuring your PPC campaigns into small, well-organised groups of keywords, that can naturally improve the quality of your ads and content. This allows you to target the audience that are most likely to be searching for your products and services.
Low AdWords scores are a result of a disconnect between keywords, ad groups, ad text and landing page content. A high Quality Score comes when an AdWords account contains organized keywords in relevant keyword groups, ad texts that correspond with certain ad groups and landing pages that connect with the ads text’s offer.
There is no foolproof way to improve your Quality Score, however follow the tips in this article and you might be successful, let us know you get on!
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.
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.
What are True View In-Stream Video Ads
YouTube provides the perfect platform to reach your target audience through advertisements, for little to no cost with True-View In-Stream Ads. With this platform, you only pay when someone chooses to watch your video, which brings a whole new dynamic to advertising, as it provides the viewer a choice to watch or not to watch your advert. This means that you get more views from people who decide to watch your video, that are genuinely interested in your services/products and what you have to offer them.
Spend As Much Or As Little As You Want
With True View In-Stream Ads, you choose the price you want to pay for a view. Which means you do not have to spend excessive amounts of money, you pay exactly what you want to pay. With True View In-Stream Ads, you set your maximum daily budget of how much you want to pay. For example, you could pay £10 or £20 a day, which means you get more traffic for little money, and you reach the right audience for the right price.
Videos Can Be As Long As You Want
With YouTube Ads, you are not restricted by time-limits as your video can be as long or as little as you want, giving you the freedom to experiment with various creative formats. You could try a longer product demo, a testimonial video or a how-to video that demonstrates your product in action, the choice is yours. We normally use videos of a minute long, as our end-goal is to drive traffic to our website. We want to entice people to our website to see what we have to offer.
Why YouTube Is A Great Place To Advertise
With over a billion people visiting YouTube, it makes for the ideal platform to get your message across to people who are interested and choose to view your advert, and you don’t pay unless they do. The benefit of this is that people who choose to watch your advert, are 10 times more likely to engage with your content by sharing and subscribing to your channel.
Types Of YouTube Ad
There are two types of True View Ads: In-Display and In-Stream. In-Stream poses a variety of different benefits, that can be utilised so that you do not even have to pay a penny. This method is where viewers see your video for 5 seconds and are given the choice to skip it or keep watching. With In-Stream, you pay when a viewer watches for 30 seconds or to the end of the video, or clicks on elements of your In-Stream creative.
True View In-Display
With True View In-Display (we may do a video on this soon), your ad will be displayed in search results on YouTube, that reaches viewers when they are looking for a specific video. The benefit of this is that when they click, you know that people are interested in your brand. The most successful ads with this method are longer than 3 minutes, and are targeted to the audience based on demographics (age and gender), topic targeting and affiliate targeting (when you know what people are interested in, regardless of what content they are watching. Once the video is done, you can invite them to download your app, view other videos, subscribe or purchase your products. This is advantageous for your company as it enables people to take action, straight after watching the video.
Drive Traffic To Your Website For Less
We utilise True View In-Stream in the best way possible, and produce video’s that are one minute long. Within a minute, a viewer can learn a lot about your brand and give them enough time to know whether they are interested in what you have offer them. After 30 seconds if you get views, you will get charged less than 20p. However, if you get to the point of your advertisement quickly in 30 seconds, you can obtain exposure and generate interest and awareness for free. What we do is, when the video gets to the 25th, 26th, 27th second of the video, we ask the viewer to skip the video if they are not interested. In terms of editing, we cut the music/sound and the video itself to make it look like the video has ended. This encourages people to skip the advert if they are not interested. If people click-through to your website, you will get charged, however it is still more cost effective than Google AdWords, as clicks cost as little as 20p with this service.
Free Time To Communicate With Potential New Customers
This technique provides you with free time to communicate to your customers, and time to associate with what customers would search for on YouTube and get videos in front of competitors channels and specific videos, putting you before them. With this method you are also able to track the progress with conversion tracking that allows you track how long people are on your site for, how many leads you get from that, and your cost per lead. If you already have some videos, edit them to a minute long, ask them to skip at the 25th, 26th, 27th second and see if it drives leads or awareness.
How We Use YouTube Ads
YouTube advertising is probably one of our favourite topics to talk about because it is so under-utilised. On the most part, you will find that a lot of big brands regurgitate their TV adverts, which just doesn’t work because a lot of the time we’ve seen it before and it can be skipped after 5 seconds, which is wasted on us really.
But, YouTube ads can be powerful – especially for products as you get to see the product in action and in context depending on what your video is. It’s also really cheap, only about 15p to 20p per view maximum, and you’ll only pay for that view if they watch half of the video or 30 seconds (whichever one comes first). This information leads how we structure our videos because we don’t want to pay for that view if that person isn’t interested. What we’ll often do is actually ask them to skip the video if they’re not interested on around 25 seconds, because if they do skip the video then, we’re not going to pay anything. So, we’ve had 25 seconds or so of their time to show them the product, show them it in action, tell them some of the benefits of it and then if they’re not interested, skip and it doesn’t cost us a thing.
Now, just going back, the first obstacle is getting them not to skip. You’ve got 5 seconds right at the beginning where they can’t skip, so if you’re targeting the right audience and the product is relevant to them there’s a good chance they’ll watch it if you intrigue them enough or grab their attention within that first five seconds. You really need to think about something that’s going to either shock them into watching or get them excited and intrigued. If you are targeting the right people, or if you’re re-targeting that shouldn’t be a problem. Then during the next 20 seconds you’ve got time to show off your product, just depending on what your product is. Make sure you get the benefits across, show that loads of people are using it, how they’re using it and then tell them to skip. You do need to make your video file a minute long, as like we said earlier, if you only make it 30 seconds long you’ll be charged after half-way through. So, make your video file a minute long, ask them to skip it at 25 seconds and then cut the music, cut everything so they think that the video is finished at about 25 seconds. Then on around 32 seconds (or something like that), for the people that haven’t skipped, you can keep marketing your product – maybe cover some of the features that you didn’t discuss in your first 25 seconds. You can also ask them to click through to your website because you can have a call-to-action option overlay. If they click on it you’ll be charged as well, but again you’re talking 15p, or something like that.
In summary: It’s cheap, it’s video where you get to talk directly to your customer, you get to show off your product in context, you get to show off all the benefits, and you get the opportunity of sending them to your website to potentially buy the product or download the brochure for it, and the product is getting in front of an audience. Think how much people pay for TV advertising. This is kind of the same thing but you get to be really specific about your audience. It’s really powerful if you can get it right.
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.