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You’ve finally taken the plunge to improve your online marketing efforts and set-up your very first Pay per Click campaign with Google AdWords.
You marvel at how easy it was to create your first Ad Group and appreciated the way Google suggested some keywords you might like to add. You worked through your reservations over some of the keywords as you figured that those clever people at Google knew far more about your business than you. Finally, you couldn’t quite believe how easy Google made it to add your credit card details…
Roll forward two months and whilst you appreciate that the level of web site enquiries have improved, you just wish that some of them were connected to your business! You start to question your own ability to sell online and figure that Pay per Click is just too complicated and best left to others. It doesn’t have to be that way. Google AdWords can work for you.
If you are ‘going solo’ into the world of PPC, this checklist of 11 tips for optimising your AdWords account could help you improve your AdWords Campaign as well as save a lot of time, money and anguish:
1. Carry Out Your Own Keyword Research
2. Set Your PPC Budget
3. Migrate from the ‘Starter’ to ‘Standard’ AdWords Campaign
4. Turn off the Content Network
5. Use Keyword Match Types
6. Split Test Ad Copy
7. Understand CTR
8. Improve Your Quality Score
9. Rotate Your Ads
10. Get Negative
11. Run AdWords Reports
I hope these tips prove useful and help you improve your Google AdWords campaign to a stage where you are getting a positive return on your investment. If you need professional help, take a look at our Google AdWords Management page.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.