May
01
Pay per Click

A-Z of Marketing: Pay Per Click Advertising

May 1, 2015 8:13 am Published by Comments Off on A-Z of Marketing: Pay Per Click Advertising

Pay Per Click (PPC) is a way of advertising your business in a prime position on search engine websites. When a user types in something related to your business that matches the selection of keywords used, your advert will appear at the top, or to the right of, the search results. When someone clicks on your advert, you pay the advertiser a set amount of money. Although it does cost, it’s a great way of getting your business in the spotlight and knowing that the people that click on the advert are the people that are going to be interested in your products and services.

What you need to know about PPC

  • You, the advertiser, have control over where your ad is placed and who it should be targeting. When the ad is clicked, traffic is sent to your website and you pay for the privilege.
  • You must choose your own keywords and then place bids on them when setting up a PPC campaign. The search engines will then use them accordingly.

With this in mind, it’s obvious how important it is to get the details of the ad right; that is the keywords used, audience parameters set and the copy in the advert itself. One slip up and you could be advertising to an audience that will have no interest in what you do at all which could lead to a chunk of your marketing budget being wasted. The whole point of PPC is to get more traffic and increase your revenue but if a campaign is managed in the wrong way, this isn’t going to happen.

When it comes to PPC, you need to bare these things in mind:

  • What are you willing to spend? It’s impossible to know how well a PPC campaign will work for you but you can estimate what PPC is worth to your business. For example, if two clicks out of every fifty purchase something from you, how much per click are you willing spend?
  • Once you know what you can afford, you can set a daily budget. The beauty of PPC is that your ad will appear until you’ve reached your budget so you never spend more than you want to. It’s completely within your control.
  • You must have exceptional SEO on your website. PPC ads are still subject to ranking so when you choose your keywords it’s going to be no use if they’re not keywords that appear on your website. Be thorough in your research into the best keywords for your business. See our previous blog on keywords.
  • Your ad will include a title, short description, and URL, so make sure you make them count because that’s all that the viewers will see. Ask yourself, ‘Why would someone click on this?’

In essence, you shouldn’t expect to use PPC as way out of all the hard work of building your organic rankings. PPC will only result in increased revenue if it is used properly. The combination of your website, the way you set up the campaign, and the reaction from searchers are all vital in the success of PPC.

If you’re unsure of how PPC will work for your business, we can help. As a Google Partner we are well placed to help you get your Google rankings and PPC campaigns on track. Contact us today on 0330 088 9277 or complete our online form.

Nov
28
Google+

A-Z of Marketing: Google+

November 28, 2014 9:43 am Published by Comments Off on A-Z of Marketing: Google+

Google+ seems to have been a bit hit or miss in terms of popularity and utilisation by businesses but those that are not using it could be missing out. If you have never explored Google+, it is used in much the same way as Facebook and Twitter but has been designed with business use in mind, in a similar way to LinkedIn.

Google+ is a social network where your business can gain likes, or +1’s as they are called, and people can keep up to date with developments in your business or industry. You may not see that it’s necessary to use it if you already have Facebook or Twitter accounts, it’s just another social media channel to manage, but Google+ is one of the best tools to use when you’re promoting your business and its user base is continuing to grow daily.

Google+ and Google search results

As a business owner, one of your many goals must be to rank highly on Google searches. When you use Google+ as a way of advertising your business, the posts that you share are indexed in Google’s search engine. Therefore, when someone searches for your type of business in your particular area, it’s likely that your posts will show up if they’re relevant.

So, how do you use Google+ to make sure you rank above your competitors?

  • Don’t just think about it – It may sound obvious but the first and most vital part to using Google+ is to create a profile for yourself and a page for your business. Make sure you utilise all that Google+ can offer, rather than just adding it to the To Do list and then forgetting about it.
  • Generate buzz – Just as you would on a Facebook page, your Google+ page needs to be shared. This means asking your existing circle of friends and colleagues to share posts, encourage others to follow, and engage with what’s happening on the page.
  • Post interesting content – One of the key benefits of using Google+ is the fact that the content that you post will be indexed in Google’s search results and will link back to your company. Make sure that you post articles, blogs, and opinions to boost your online presence.
  • Google authorship – Google+ can really help you to position yourself and your employees as thought leaders. Linking any articles you write to your Google+ personal profile will get you in the search results and get the content that you’ve posted noticed.
  • Use what you’ve already built – If you already have Facebook or Twitter accounts, it’s a good idea to use those to tell people that you’re now present on Google+. You may find that some of the people following you use Google+ more often than other social networks.
  • Learn about your audience – Using a different platform can have all kinds of different advantages. The main one is that you can learn about customers and potential customers; what posts they like, what information they value, and what products they’ll buy.
  • Really stand out – When you’re up and running, try using Google+ Hangouts. These are a great way of starting up conversations with your audience and making a name for yourself within your local community.

The most important thing that Google+ can do for you is give you credibility. Without that, you won’t stand a chance of ranking on any kind of search engine, never mind the world’s most used one. It’s a way of showing people that you’re out there; reaching people you would never normally reach through traditional advertising. With 540 million active users, why would you want to miss out? This social network will only become bigger and better over the years, so start building your presence now.

If you would like to add social media channels such as Google+ to your marketing strategy but don’t know where to start, it might be time to speak to the experts. Contact the team at Ketchup Marketing today on 0330 088 9277 or complete our online enquiry form.

Nov
21
Google and SEO

A-Z of marketing: Google

November 21, 2014 8:37 am Published by Comments Off on A-Z of marketing: Google

As a business, it’s important to have an online presence, but if no-one can find your website it won’t be much use to you. That’s where Google comes in. Thanks to the wonderful invention of search engines, we are now able to search for anything our heart desires and Google will find it.

As the biggest search engine in the world, Google constantly changes and improves the way it compiles search results to ensure that it presents us with the most relevant information. Therefore, if you’re a bridal store in Surrey you will want your website to rank on page 1 in search results when someone types in ‘bridal’ and ‘Surrey’. If this isn’t happening, you may be in trouble.

In the UK, Google is used to search for something around six times per second, and the UK only makes up around 5% of daily searches. The number of websites, blog posts, articles, and other information sources and content available on the internet is staggering, and it’s growing daily, so getting ranked highly is crucial for your business.

How does Google find relevant search results?

I’m sure you can imagine the amount of spam that Google has to try and filter in order to present relevant results to users. In order to do that, Google searches for specific things on websites that link to the searched subject. For example, the website may have certain keywords throughout its content that apply to the search. However, due to new changes in Google’s algorithms, there has to be much more on a business’ website than keywords for it to rank highly.

Search Engine Optimisation (SEO) is highly important to the success of business websites, but it’s an ever changing discipline and, unless you are an SEO specialist, it can be hard to keep up. At the moment Google requires websites to have constant fresh content. This could be in the form of a blog that is updated regularly, videos, or other attractions that can keep customers revisiting your site and encourages Google to index your business in relevant search results. The more genuinely relevant and authentic the content, the higher your business will be ranked in search.

When Google recognises that traffic is consistent, content is fresh, and links to other businesses are trustworthy, you’ll notice a gradual increase in your rankings. However, the way Google searches for the most relevant websites is likely to change and because of this, the best way to keep on top of these changes is to hire an agency that has the most up to date information. Google is the most used search engine on the web so using it to get ranked in potential customer’s searches could make all the difference to your business. Social networks and other forms of advertising will only take you so far and then you have no choice but to let giants like Google do the rest.

If you are looking for help with your website, whether it’s a complete redesign, a design refresh, or attracting quality visitors, the team at Ketchup can help. Contact us today on 0330 088 9277 or fill in our online form and we will be in touch to discuss your requirements in more detail.

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