Creating successful web advertising campaigns

web advertising

Transcript

1. The Custwin recommended strategy for gaining great results from company websites.
3. A bit about us… •  Learnt lessons in the dotcom boom. •  Can identify website failings in 1 minute max. •  50 current client companies (small/medium). •  Many clients of 6 years+ •  Most business gained from referrals.
4. What we’ll cover … 1.  Assessing how strong your website is. 2.  Making website changes. 3.  Generating cost-effective website traffic.
5. What we won’t cover … Intricate detail of SEO, PPC setups, editing websites, social media, etc. The presentation provides guidelines that are beneficial at a general level and for most people.
6. The subject of boosting success from websites isn’t sexy – measurement, statistics, and refinements. So this is as sexy as it’ll get …..
7. Do you know how strong your website is? Find out for sure with the following steps … 1.  Accurately record all enquiries gained 2.  Compare enquiries to visitor numbers 3.  Assess how big the gap is 4.  Cry … and then move onwards …
8. For a given time period (e.g. a week or month), compare total enquiries gained to total numbers of ‘useful’ website visitors. You DO know how many ‘useful’ website visitors you’ve had, and how they interacted with your website? If not ……..
9. If the best view you have of your website visitors is Google Analytics or similar, then you need to consider either: •  Clicky … or … •  Webstat
12. Definition of a useful visitor … Has typed a relevant search phrase or come from a directory listing. Someone who, from looking at their visit path, you think “that was a potential sale there”. Example of useful, but came to nothing …
14. When  looking  at  all  ‘useful’  visits  during  a  5me   period,  how  many  made  it  into  the  enquiries   log?   Do  the  figures  make  you  want  to  cry?  
15. Stop  crying  and  start  analysing  …   •  Look  at  each  visitor  path  that  came  to  nothing  and   find  paCerns.    Which  website  pages  are  turning  them   off?   •  If  there’s  no  budget  for  professional  input  then  ask   for  honest  opinions  from  contacts  –  ask  for   nega5ves,  not  posi5ves!  
16. Typical  website  problems  …   •  Lack  of  plen5ful  tes5monials/case  studies   •  Poor  graphical  design/layout   •  Focus  on  the  product/service  instead  of  the  results   •  Typos/Grammar   •  Lack  of  strong  guarantee  
17. Useful  exercise  …   Type  a  phrase  into  Google,  that  you  think  someone  may   type  to  find  your  website.      Look  at  each  of  the  other   websites  that  appear  in  the  search  results  and  find  at   least  one  good  thing  in  each  of  them,  that  you  can   replicate  and  build  on.  
18. Is  turd  polishing  a  good  idea?  …   •  If  a  website  is  that  bad  then  it’s  oQen  beCer  to  start   again.      A  good  budget  generally  gets  good  results.   •  Consider  the  cost  of  having  a  poor  website:  lost   business  opportuni5es.       Look  at  a  website  redevelopment  cost  as  being  a   gradual  return  on  investment.  
19. Checklist  towards  success  …   1.  Analyse  every  individual  website  visitor  and  if  they   didn’t  make  contact  then  consider  “why  not?”   2.  Make  refinements  to  the  website.   3.  Compare  the  visits  to  enquiries  ra5o  aQer  a  further   period  of  5me.   4.  If  s5ll  not  strong,  more  refinements  are  needed.  
20. The  most  important  slide  of  all   If  your  website  traffic  is  reasonable  and  you’re  ge6ng   a  poor  level  of  clicks  conver:ng  into  enquiries  then   don’t  a=empt  to  further  promote  your  website  -­‐     unless  you  enjoy  was:ng  money.   Focus  instead  on  strengthening  the  website.  
21. So  your  website  has  improved  or  you  have  poor   traffic  and  want  to  drive  more  to  the  site  …   Now  you’re  ready  for  basic  level  Pay  Per  Click  (PPC)   adver5sing  ….  
22. PPC  Prepara5on   1.  Write  down  a  few  key  phrases  that  you  want  to  be   highly  visible  under  within  Google.   2.  Type  them  into  Google  and  see  how  many  paid   adverts  appear.   3.  If  there  are  more  than  2  pages  of  8  adverts  (right-­‐ hand  column  &  ‘pink  bar’)  then  reconsider  your   phrases.  
23. PPC  Crea5on   1.  Sign  up  for  a  Google  Adwords  account.   2.  Choose  just  one  keyword  phrase,  that  has  less  than   2  pages  of  paid  adver5sing  compe55on.   3.  Create  a  PPC  advert  that  refers  to  the  phrase  and  is   linked  to  a  website  landing  page  that  refers  to  that   phrase.     4.  Target  geographically  if  appropriate.  
24. Phrase  &  advert  example  …   Phrase  of  “Lisbeth  Dahl  umbrella”  linked  to  advert  of:   Lisbeth  Dahl  Umbrellas   Beau5ful  Lisbeth  Dahl  Umbrellas.   View  In  Detail  And  Buy  Online.   www.mollieandfred.co.uk  
26. Aim  to  get  …   •  Top  3  advert  posi5oning   •  Strong  click-­‐through-­‐rate  (CTR)   •  Good  Quality  Score  (at  least  7/10)   As  an  example  …  
28. Dangers  to  watch  out  for…   •  Poor  Quality  Score   •  Poor  click-­‐through-­‐rate  (CTR)  –  less  than  2%  is  poor   These  will  allow  Google  to  penalise  your  campaign  and  end  up   cos5ng  you  higher  costs  per  click.  
29. Things  NOT  to  do  when  selng  up  PPC  …   •  Use  broad  match  instead  of  phrase  match.   •  Display  ads  on  anywhere  but  Google  itself.   •  Create  numerous  phrases  and  advert  groups.   Tes5ng  the  water  and  building  up  a  good  CTR  is  essen5al.   Google  will  fleece  you  if  you  allow  it  to!!  
30. Back  to  measuring  again  …   Measuring  visitor  paths  from  PPC  traffic  is  par5cularly  important   because  the  clicks  are  cos5ng  you  money.   If  a  reasonable  expenditure  on  clicks  (generally  between   £50-­‐100)  isn’t  gelng  results  then  something  is  wrong  with   either  the  PPC  campaign  or  the  website  itself.  
31. Some  points  to  ponder  on  …   •  The  Google  system  is  incredibly  dishonest,  although  they   portray  an  image  of  honesty  and  trust.   •  You  are  on  your  own  with  PPC  –  Google  won’t  talk  to  you   unless  you’re  spending  serious  money.   •  For  those  who  say  “PPC  doesn’t  work”  I’d  say  “It  does  work,  if   it’s  approached  in  the  right  way”.  
32. A  really  important  point  to  ponder  on  …   If  anyone  aCempts  to  sell  you  SEO/PPC  services,  but  hasn’t   broached  the  subject  of  how  well  the  website  is  conver5ng   visitors  to  enquiries/sales,  then  steer  well  clear.      
33. Thank  you  –  any  ques5ons?   Andy  Harris    –    Tristan  Collings    –    Tommy  Dellar   Custwin   www.custwin.co.uk     andy@custwin.co.uk    -­‐    tristan@custwin.co.uk    -­‐    tommy@custwin.co.uk     TwiCer:  @custwin   Tel:  01227  363295     Mobile  (Andy):  07810  350816   Free  5ps  &  advice  in  the  monthly  email  newsleCer  &  regular  blogs