10 Ways To Make Your AdWords Campaign More Effective

If you’ve set up your own AdWords campaign, you probably appreciate how complex a tool it really is. Here are our top tips for optimising your campaign.

  1. Campaign Type – set to “Search Only”
  2. AdGroups – use different AdGroups for each search phrase
  3. Bidding – set bidding to “Manual CPC” or “Enhanced”
  4. Match Types – use only “phrase” or “exact”
  5. Negative Keywords – add them, lots of them!
  6. Ad Extensions – make use of Snippets, Callouts, Site Links, Call & Message extensions, location and price extensions.
  7. Location – check your target location, it defaults to whole world!
  8. Bid Modifiers – change bids based on location, gender, age, mobile device etc.
  9. Ads – Include keywords in your ads and finish with a call to action
  10. Conversions – enable conversions tracking & import from Google Analytics

Need help? If you’re not sure how to get the best from your ad campaign and are becoming overwhelmed by it, fear not, we’re here to help. As a trusted Google Partner we’re experienced in helping people like you get their campaign performing at peak levels.

Get in touch if you need any advice or are looking for a professional company to help with your AdWords. Why not give us a shout, we don’t bite and you’ll find us fast & affordable!

AdWords Campaign Set Up £99+vat >>

improve adwords campaign

Data – the obvious conclusion is not always the right one!

I love data – I love the unfolding stories they contain, but a warning for the untrained, caution is needed when drawing conclusions from data.

 

I have a background in Econometrics and Data Analysis having completed an MSc a few years back. Now, that really opened my eyes to everyday assumptions that people make when dealing with data. Data is biased – pretty much always, & our assumptions are not much better. We don’t have the required understanding to deal with data correctly.

One of the most common misunderstandings is around endogeneity, essentially, biased data.

Here’s a great example of biased data leading to dubious conclusions – inspired by “How Not To Be Wrong” by Jordan Ellenberg – a great read if you’re into a bit of maths!

 

Bullet Holes

During the Second World War US Bomber Command were looking at ways to protect their aeroplanes. You don’t want your planes to get shot down, so you put armour on them. But you don’t want so much armour that they become unwieldy and sitting ducks to marauding German Messerschmitts.

So you optimise the placement of the armour.

 

Bomber Command enlisted some mathematicians to help solve the optimisation problem, presenting them with the data below.

 

Section of Plan

Bullet holes per square foot
Engine 1.11
Fuselage 1.73
Fuel System 1.55
Rest of plane 1.80

 

Where would you place the armour?

 

Take a minute to look at the data and decide where you should place the armour.

 

Bomber Command saw the solution was to create efficiency by only placing armour where it was needed most – i.e. the parts being hit the most.

This is a fatal assumption – literally!

The actual solution is to put the armour where the bullet holes aren’t.

 

Missing holes

Why put the armour there?

The distribution of bullet holes should be a fairly random distribution and spread evenly over the plane. But this is not borne out by the data. We see far fewer holes in the Engine section.

 

So where are the missing holes?

The missing holes are on the planes that are not being included in our sample. Those planes never made it back to base because they were too badly damaged. And that is why you put the armour on the engine section.

 

Conclusion

You need to be careful when working with data that you understand its limitations. If you have biased data because of a biased sample, if you misinterpret causality or if you fail to include factors that influence outcomes; then you can make poor decisions which you believe are based on fact.

Here’s a quick one for you to think about:

Does having a video on your website help improve your Google ranking? A lot of people claim it does.

Indeed, when looked at in aggregate, pages with videos do rank higher. But those videos are being shared and by such actions, creating links back to the website – a known major influence on Google rankings

I’ll leave you with that one!

 

Finally, if you want to improve your statistical knowledge, “How Not To Be Wrong” is an eye-opening and entertaining read. And it also details how a bunch of MIT students cracked the lottery!

Google AdWords Text Message Extensions

text message extension

 

Each generation likes to communicate differently. Baby-boomers love the phone, Gen X, like myself are compulsive emailers, but the younger Millenials have grown up with text & instant messaging and expect to be able to communicate using their preferred channel.

To make it easy for people to get in touch with your business, whatever their generational label, Google have introduced the “message extension”. This is simply a little button that appears on your ad that allows people to message you a question.

As you can see, it’s very similar to the “call extension” that proves popular with users looking for a quick answer and to skip the whole website navigational challenge. It essentially removes an obstacle to contact.

 

What’s so great about text message extensions?

  • Remove barriers and reduce steps to contact
  • Increase contacts from people who prefer to text rather than call
  • Increase contacts from younger audiences
  • Get contacts from audiences looking for immediate solutions

What should you consider before introducing Text Message Extensions?

 

Do you have the resources to respond immediately?

Text messaging is very instantaneous. People will expect a prompt reply, so if you won’t be able to answer straight away, text messaging might not be for you.

Do I want to be interrupted by messaging at all hours?

This AdWords extension, does let you create a custom schedule, so you don’t have to be woken at 3am with that SMS bleeping, but what about during the working day? Will you be able to cope with the interruption and demands of the text message? While text messaging, on the surface, seems like a quick communication method, I’m sure you’ve have those ping-pong like messaging rallies that seem to go on forever and wonder why you didn’t just pick up the phone and call in the first place!

How do I get AdWords Text Message Extensions?

To enable Google AdWords text message extensions, you simply need to have a phone capable of sending / receiving text messages. Set up the extension in the usual way as you would for a call extension, but you get to choose the text for the extension e.g. “Send us a text”.

Naturally, the text extension will only show on devices capable of sending texts!

If you want to know more about Advertising On Google, read more here. Or if you’d like help with your online advertising, why not get in touch?

AdWords – Stop Doing These 5 Things Wrong Today

Stop wasting your marketing budget on PPC today! Fix these 5 simple issues for a cost effective, hard-working, conversion driving AdWords campaign!

5 tips adwords

 

I’ve lost count of the people who’ve told me that “AdWords do not work“. Actually, I translate this as “I can’t make my AdWords work“. I offer to take a look at their account and pretty much always see the same basic mistakes. It’s not that these people are stupid, they are not, they run their own businesses – successfully.

But, and it’s a big BUT, they are not PPC professionals.

I mean, I could have a go at dentistry, but I suspect the results would be painful!

So why have go at running a pay per click campaign yourself?

Anyway, if you are determined to run an AdWords campaign yourself, here are 5 things you need to adjust today!

  1. Stop letting Google bid for you
  2. Start tracking conversions
  3. Create multiple AdGroups
  4. Add negative keywords – and plenty of them
  5. Stop using Broad Match

 

Stop Letting Google Bid For You

google adwords biddingSet your account to manual cpc – this allows you to adjust the bid on individual keywords. You can bid higher on low ranking or high converting keywords.

Start Tracking Conversions

How can you adjust your campaign if you do not know what works. Start tracking conversions so you can see what keywords, ads and landing pages are actually driving sales & leads. You can then eliminate under-performing keywords and boost the budget behind the ones that sell!

Create Multiple AdGroups

This is a really common problem with have-a-go PPC accounts. One AdGroup – One Ad – 100 Keywords.

Theme your keywords to your ads in “AdGroups”. This means that the ad directly relates to the search.

For example you may be selling shoes. Create AdGroups for:

  • Men’s Shoes
  • Sport Shoes
  • Leather Shoes
  • Children’s Shoes

And so on. Now write an ad for each AdGroup – hint – they will all be different from each other.

The power of this approach is two-fold.

First – the ad suddenly is a lot more relevant to the person searching. If you searched for “Kids Shoes” which headline would you most likely to click on:

We Sell All Types Of Shoes    or    Children’s Shoe Sale Today

Second, the higher the relevance the better the Quality Score – basically, the better the quality score the less you pay per click.

 

Add Negative Keywords

ppc negative keywordsAdd negative keywords to stop your ads from showing in costly and irrelevant searches. Use the negative keyword “jobs” to stop people from seeing your ad when they search “shoe shop jobs”. This tip can save you a LOT of money!

 

Stop Using Broad Match

Change your keyword match types away from Broad to Phrase or Exact, this will also help you stop appearing in irrelevant searches.

 

Implement these 5 tips to stop wasting money and improve the number of sales you get through your AdWords campaign.

Alternatively – give me a ring 😉

Super Power Website Conversions With 5 Simple Hacks

5 Conversion Optimisation hacks from myWebheroIf your website conversion rate is lagging a little, try these simple tips to super-power your website. As a website optimisation specialist, I’ve tried & tested these hacks on multiple sites to great effect.

And if you want to quantify the value of the changes you make, be sure to run them as an AB test!

 

Declutter

Keep it simple, stupid.

Ever been to a jumble sale? Well, I’ve seen them on the web! It’s surprising how many web pages are a confused mess of messages, service & products. Customer cannot see the thing they are there to buy – customers leave – no conversion.

Strip out all elements on the page that are unnecessary and detract from the message you are trying to convey.

 

Include

lots

of

white

space.

 

Break up text with:

  • bullet points,
  • headings
  • and images.

 

Remember, people don’t read websites – they look at them.

 

Sell The Benefits

I’ve performed quite a few conversion optimisations where I’ve had to rewrite the page to eliminate the jargon & tell the customer what’s-in-it-for-them.

It’s a classic mistake that passionate business owners make.

Look at your copy, then give it to a lay-person to try and decipher & rewrite in terms of the benefits the customer will get from using your product or service.

Stuck for ideas, here’re some examples.

 

features and benefits for conversion optimisation

 

Customer Reviews

customer reviews and website optimisation

One of the first things I do when optimising a website is to try and gain the customers trust. There are many ways to do this, but the most dramatic is to simply include customer reviews.

Many people are sceptical about the impact of review, but I’ve seen 30%+ increase in conversion rates when adding them to conversion pages.

 

 

Here’s some stats (source Reevoo)

  • 50 or more reviews per product can mean a 4.6% increase in conversion rates.
  • 63% of customers are more likely to make a purchase from a site which has user reviews.
  • Site visitors who interact with both reviews and customer questions and answers are 105% more likely to purchase while visiting, and spend 11% more than visitors who don’t
  • Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers.
  • Reviews produce an average 18% uplift in sales.

 

 

Page Speed

If your page doesn’t load in today’s mobile driven environment you can kiss you conversion rate goodbye.

Checkout your score on Google Page Speed Insights

Not only will this tell you what needs to improve, but how to improve it also!

Correct your page speed & improve your conversion rate AND your SEO rankings.

 

CTA

Finally, we come to the Call To Action. Now that your visitor arrived at your site in milliseconds, has seen a nice clean page so that they can absorb your message that sells the benefits rather than the features and you’ve gained their trust by allowing them to read your customer reviews – it’s time to close the deal.

Make sure you tell your customers what the next step is.

Buy Now

Call Today

Sign Up

Add To Basket

 

It’s amazing the difference a CTA makes! And talking of which, why don’t you read more about conversion optimisation with myWebhero HERE

Google Analytics Reporting

Super Power Your Google Analytics Reporting For More Conversions

google analytics reporting

 

Everyone’s got one, some are bigger and more impressive than others. But who looks theirs daily? A good hard stare. Yes, I’m talking about the overlooked & unloved Google Analytics Account. Let’s see if we can improve your website & Google Analytics Reporting.

By God, analytics is boring & I should know having an MSc in Data Analysis, yawn. And it’s also complicated. So, for these reasons people pay no attention to their Google Analytics reporting, even though the answers to Website Conversions great mysteries lie within.

So here’s five simple tips you can implement today to get more out of your analytics, understand your website & customers better and hopefully improve your online sales performance.

 


Create A Dashboard

google analytics dashboardsThe first tip is straight forward. Make a dashboard. Nobody knows how to navigate the Google Analytics Reoporting Interface. You can never find what you need – if that is you know what you need! So create a dashboard that shows you the key information you need on one page. Use the built in charts to present the data visually, the human brain is great at recognising patterns, so you’ll pick up much more that way.

Making dashboards can be complicated – more so if you don’t know what information you should be looking at. But let me introduce you to the Google Analytics Solutions Gallery. Here you can just download pre-built dashboard straight to your account, no messing. Awesome!

 


Enable Auto-Emails

google analytics auto email reportsSo once you’ve got the reports you need, it’s still a pain logging in to the account and viewing them – and there’s always something better to be doing. So wouldn’t it be great if you could just have them delivered to your inbox every week, day or month? Well, surprise, surprise, you can. Just select your report & click email at the top of the screen.

 

enabling auto emails in google analytics


Filter the Traffic

You will probably see you are getting lots of traffic, but take a closer look & you will see it’s coming from exotic place… and Russia. Guess what, it’s spam, not real. You’re going to want to filter that out so that your account is a true reflection of your website performance.

Read more about this Google Analytics spam traffic & how to eliminate it here.

 


Set Up Goals

If you haven’t got goals set up on Google Analytics, you are not alone, but you really need to action this one. After all, if you are not tracking what’s important on your website, why bother?

Example of goals could be:

  • Making a purchase (ecommerce)
  • Clicking on a phone-number or email address
  • Downloading a brochure
  • Completing a contact form
  • Visiting a certain key page

 

Once you have goal tracking in place you will start to understand what channels are effective at converting visitors to customers – then you can stop doing all that Social Media! It will help you measure the impact of any changes you make to your website or online marketing. Really, this is the single most important change you can make to improving your online performance and Google Analytics Reporting.

 

Here’s a quick visual guide to creating goals. Don’t forget, the Solution Gallery can help here also!

 

setting up goals on google analytics step 1

setting up goals on google analytics step 2

setting up goals on google analytics step 3

setting up goals on google analytics step 4

 

 

 


Create A Segment

The final tip helps you to understand subsets of visitors who visit your website. This knowledge allows you to make data driven decisions about changes to your website and marketing strategy.

Segment examples could be

  • Converters vs Non-Converters
  • Visitors who saw you testimonial page vs those that didn’t
  • Paid Traffic vs Organic Traffic

 

Once you have your segments you will begin to mine the rich seam of data for insight that will actually improve your business.

Many segments are auto created in the interface, but again, the Solutions Gallery has the answer to more complex reporting. Applying a segment is really easy, as shown in the images below.

adding a google analytics segment

I hope you find these tips useful. If you have any questions, please feel free to leave a comment or get in touch.

Improving ecommerce Conversion Rates

How I improved “Add to Cart” by 80%

AB Tests for ecommerceMany ecommerce shop owners will be familiar with the challenge of improving conversions rates and are also probably overwhelmed with the whole process of optimisation. As an ecommerce owner & also a conversion optimisation specialist who works with other ecommerce shop owners, I understand the pain. It can be incredibly difficult to budge conversion rates, especially with ecommerce, but it can be done, and the rewards can be enormous. Let’s take a look at how I managed to improve “Add to Basket” by 80%.

 

The sales process is a funnel:ecommerce conversion funnel improvement

  • Get people to look at a product
  • Get them to add it to the shopping cart or basket
  • Get them to go to checkout
  • Get them to pay

 

 

myAB Test

Here I concentrated on getting people to add product to the basket as I had plent of visitors and the drop out rate was low once they had a product in the basket.

The important thing to do is to not make wild changes to the website in the hope that your dart magically hits the bullseye, but to actually test them out simultaneously – throw lots of darts – one will hit it!

Ok, well it does need a bit more thought than that, but the principle holds. Anyway, here’s what I did.

 

What is an AB test?

Skip this bit if you are familiar with AB testing, but those that are not here’s what they are:

AB Testing Conversion experiments

I make variations of the original web page and run them live on the website simultaneously. Visitors to the website will see one variation or the other. I can then measure which page variation leads to the most sales.

Note: it’s called AB testing, but really it should be called ABCDE….. as you can test as many variations at the same time as you can dream up!

 

My AB Experiment

I was convinced that Paypal hinders conversions – but a lot of sales do come through Paypal, so was cautious about meddling. My test was to remove the Paypal logo and button from one of my product pages. (Note – I tested just one product incase of calamity) In addition to this experimental page, I tried one where I added a second “Add to cart” button and another where I changed the visibility of the button by making it bright green instead of grey (the old classic AB test!). So my test looked like this:

  1. Original page with Paypal
  2. Page without Paypal
  3. Page without Paypal but with a second “Add to Cart”
  4. Page without Paypal but with a green “Add to Cart”

 

And So To The AB Test Results

ecommerce sales improvementsThe results show that the 2 Cart Button variant achieved a 79.5% improvement in Add To Cart over the original page.

The page with just the Paypal Button removed saw a 61% increase in Add To Carts.

Only once during the experiment did a visitor click the Paypal button.

Changing the cart button colour reduced clicks on it.

Engagement (time on page and other interactions) with the page was higher in all variants.

 

So there you have it. Some actionable data. I removed the Paypal button from the site and added a second Cart button to all products – now I’m watching my conversion rate soar and enjoying the money!

 

See What Conversion Rates You Can Achieve With An AB Test – For Free!

Ever wanted to try something new out on your website? Now’s your chance.

For a limited time I’m offering a free AB test trial.

Visit Free AB Test to sign up.

Bing Products Ads – Disappointing

Disappointed by Bing Product Ads

Bing Gets It Wrong…

 

disapointing bing product adsAfter some great success with Google Shopping Ads (formerly Product Listing Ads – PLAs) I thought I’d try out Bing Product ads which are currently in Beta.
Now normally, I’ve only got good things to say about Bing. Their ad cost is a fraction of Google & CTRs and CPAs are often far superior. But I’ve been left disappointed with their Product Ad offering.

Firstly, it’s incredibly laborious to set up – you can’t just import your Google Shopping campaign as you can with their Search ads. There were also some anomalies in accessing the merchant centre which meant I had to spend some time on the phone to support to work out how to access it all.

Anyway, after the 5 days it took to verify the merchant account and the 5 days to review the product feed I was eagerly anticipating some great results.

I let the ads run for a day – nothing!

I checked the ads and they were not being triggered. I wondered why not and performed a search.

I’m advertising a product called Blanket Answer – it removes blanket weed in ponds. The results can be seen in the screen grab below.

Bing product ads

google shopping ads

Enough said – time to get on the phone to Bing Ads support!

Selling on Google – Product Listing Ads

If you’ve got a product to sell, you should consider listing your product with Google. In this blog we’ll take a look at what they are, how to get started & give you some top tips.


 

What are Google Shopping Ads?

You must have seen shopping ads right? They are the images of product that appear when you make a search. No? Well, let me show you.

 
 
shopping ads mywebhero

 

 

Thought this was Google being useful? Wrong, these are all paid for ads. Here you can see ads for my pond supplies store Aqua-Aquatics for the search term Cloverleaf UVs.

 


Why use Shopping Ads?

Shopping ads work similarly to normal Pay Per Click Ads. You list your product, it shows in a search result and you only pay when somebody clicks through to your website.


But what makes them so special?

Well, if you have a product to sell, you can display an image of it AND the price to somebody who is searching for it at that precise moment. This is extremely powerful as anybody clicking on the ad has high intent – they really are looking to make a purchase.

Here are some other benefits of Shopping Ads.

  • Low cost per click – typically less than 50p.
  • High conversion rate – as the person clicking has the intention to make a purchase.
  • Highly visible – they appear at the top of the screen before all other ads and search results.
  • Extremely effective when linked with remarketing campaigns.
  • Great returns on investment.
  • Easy to set up

 


 

How do I set up Shopping Ads?

Ok, so when I said easy to set up, I mean, it’s easy to set up if you know what you are doing. Here’s the basic process you need to follow to set up a shopping ad, but if this is too complicated, seek the help of a ppc agency.

set up shopping ads on google

Shopping Ads Tips

Here are some top tips to help you optimise your Shopping Ad Campaign

  1. Use high quality images – people buy with their eyes!
  2. Link the ad to an optimised landing page for that product.
  3. Make use of the product_type field – this will help differentiate products when the campaign is live
  4. Set up a remarketing campaign – make every click count by advertising to people who viewed but didn’t buy
  5. Add negative keywords – stop your ad from showing in irrelevant searches by blocking search terms that are not relevant to your product

 

I’ve had some great success with Google Shopping Ads, and this is a product Google are looking to develop over the coming year by adding a Buy It Now button, so if you are a retailer, it is worth getting ahead of the game now.

Good luck with your campaign – and if you need any advice, leave a comment below!