Posted by: Hannah

Posted on: April 23, 2013 2:30 pm

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New figures from Kenshoo have found that the price of cost per click on smartphone is less than on desktop. Smartphone cost per click were on average 46 percent cheaper priced at $0.30 than desktop which was $0.56. Figures also showed that the average cost per click for tablets was around 18 percent lower than desktop priced at $0.46.

 

The figures have come as a pleasant surprise for business that are looking to reach large audiences at a cut of the cost. Mobile internet browsing has experienced phenomenal success in the last few years with a huge surge in the amount of smartphone purchases and as a result a large increase in the amount of users on mobile search. It is for that reason that many businesses should take the opportunity to invest in pay per click whilst cost is still relatively low.

However unsurprisingly the report also showed that desktop holds the largest sector of search with 86.1 percent and 81.2 percent of clicks, a clear reason for the higher price.

In the UK, the trend also followed suit with desktop being most popular in terms of click at 72.3 percent and ad spend at 75.5 percent. However, the price difference between desktop and tablet cost per click was nonexistent costing on average £0.30 each and £0.20 for smartphone.

Posted by: Hannah

Posted on: March 22, 2013 4:21 pm

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The PPC landscape is continually changing as Google introduces new features and settings and advertisers become more experienced with getting the most out of pay per click campaigns. In light of this SEO Positive has noticed three important pay per click trends.

1.       Cross device browsing

Mobile traffic is ever increasing as more people purchase smartphones and tablets spending additional time browsing the internet on the go. However, figures also show that conversion rates are lower on smartphones and more effective on desktops and tablets. A study on Econsultancy showed that the average conversion rate on desktops and tablets was 3.7 % and just 1.9 % for mobile. Mobile is still important and therefore it is worth investing some time and effort in it to reach audiences, even if they do return via desktop or tablet to make the purchase. Smart AdWords users are investing in enhanced campaigns which show the amount of traffic from each platform which gives insight into consumer’s behaviour.

2.       Mobile and Enhanced Campaigns   

As described above, enhanced and mobile devices are Google’s new tool for businesses. Cheaper than desktop and tablet cost per click, Google are encouraging business to invest time and effort into mobile, claiming that this is the year of the mobile. Mobile campaigns also have less competition that desktop which in turn should mean a higher chance of reaching customers.

3.       Google Shopping  

Since their launch in the last 2 years, Product Listing Ads have made a major impact on many ecommerce clients with most drawing significant proportion of sales from them. After its changes were implemented and all listings were free, many businesses have had to rethink of ways to draw customers in. This has produced higher quality natural listings and higher paid pay per click campaigns. In short, the change demonstrates that webmasters should not rely on one aspect of advertising alone.

Posted by: Stacey Cosens

Posted on: March 11, 2013 4:37 pm

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New research by Bunnyfoot has revealed that 40% of consumers are unaware that Google Adwords are adverts. 41 out of 100 individuals did not know that the champagne coloured box was paid-for adverts and instead believed they were the most authoritative links – highlighting that many consumers are unaware of the difference between paid and organic search listings.

81% of users clicked on Google Adwords listings as opposed to natural rankings, proving that PPC could be a valuable investment for businesses.

According to previous research from 2011 by Group M UK and Nielsen – women are more likely to click on paid search links. It also showed that the older someone is, the more likely it is that they will click an ad, with the most prevalent group over the age of 55.

This new research should make marketers aware that there are consumers on the internet that aren’t aware that adwords are ads and begin to consider it as an addition to their search campaign. The obvious benefit of PPC is that you’ll likely see much quicker results and you’ll find yourself on the front page as soon as it’s all set up.

For businesses that want quick results, PPC could be the answer and is a great option if you have the budget and resources to support it. Yet if you can no longer pay for PPC, you’ll disappear from the front page.

However, natural search is hugely valuable and with the right kind of campaign can show impressive work over weeks or months as well as maintaining a high ranking if done well. You’ll also attract visitors that avoid search engine ads.

Whether you choose to focus on one campaign or both, working on a search campaign is vital to remain ahead of the competition.

Posted by: Hannah

Posted on: January 17, 2013 4:14 pm

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It seems as though we are a nation of keen tablet and mobile users, even on Christmas day!

A recent study has revealed that 46% of Christmas Day traffic was on tablets and mobile phones. The results seem to back up a theory that Christmas day e-commerce is increasing each year as a result of the ever increasing popularity of digital gifts like smartphones and tablets for Christmas.

Findings also showed that traffic via mobile on the 25th of December actually exceeded that of an average shopping day in December apart from that of December the 1st. Retailers saw 44% more traffic from tablets and 25% more traffic from smartphones on Christmas day. Findings are even more interesting when Christmas Eve and Christmas day is compared, showing a 40% increase in tablet traffic and a 14% increase in smartphone usage on Christmas day.

2012 was undoubtedly the year of the tablet take over – with the launch of various devices such as the Kindle Fire, the iPad mini and the Google Nexus. The increase in site traffic is undoubtedly due to them being purchased as gifts but may also be due to a change in retailer’s tactics. Many began their sales on Christmas day slashing large amounts of money off items that were full priced less than 24 hours earlier.

This also raises interest about PPC advertising and the best times to begin and end your campaign. Cost per click on tablets has risen by 90% for tablet and 65% on mobile – an indication of the huge popularity of the devices and audience an advert has the potential to reach. Throughout the year tablet and mobile click through rates are always significantly higher than desktop and as predicted followed trend at Christmas with a huge spike in numbers.

Such research leaves marketers, SEO experts and researchers with the necessity to widen and develop adverts and websites in a mobile and tablet friendly way. It seems that more and more of us are relying on mobile internet access as a way to shop – even on the most unusual days.

Posted by: Evaldas Balcius

Posted on: September 26, 2012 8:45 am

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Google Adwords automated rules is the feature which allows you to make automated changes on you Adwords account based on criteria you specify. You can specify these rules  for campaign, ad group and keyword level:

  • Changing daily budget;
  • Pause / Enable Campaigns;
  • Pause Keywords;
  • Change Max CPC;
  • Raise Bids To First Page Bids;
  • Pause/Enable Ads;
  • Pause/Enable Ad Groups;
  • Change Ad Group default max.
  • (Full list of  all available rules can be found here)

How to start

1. Select the campaigns, ad groups or keywords you want to create automated rules.

2. Then click on the button named as “Automate” and select the rule you want to create.

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3. Then you will see a window with a various settings for new rule creation. Settings will vary on the rule you selected. (Please note that the image provided below is only the example for the rule which will change daily budget)

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You have to make sure that you click on the “Preview Results” before you save.

It is important thing to review automated rules logs periodically and monitor what automated changes has been made for your account.

Posted by: Evaldas Balcius

Posted on: August 1, 2012 8:00 am

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This tutorial will guide you through the setup process of new type of  Google Adwords remarketing lists.  With the new version of remarketing lists the whole creation process is slightly changed, as there is no need to upload different tags on different pages, you just have to upload a single tag across the site and then setup remarketing lists based on your website URL parameters.

How to setup new remarketing lists based on one tag

1. Audiences. Navigate to the “Audiences” section which can be located on left sidebar under the “Shared Library”;

2. Create a primary tag.

a.  Create a primary remarketing tag by clicking on the “New Audience” – > “Remarketing List” and select a second option “Define a list of site visitors by placing a new tag …...” .  This tag has to be uploaded to every single page on your site (or just simply added to the footer of every page).

b. What to do if you already have multiple tags created and uploaded to your pages? My suggestion will be to close all of the remarketing lists and use only one tag-based  list which got the highest number of users and re-use that tag in every page of your website. Please be aware that after deletion of existing re marketing lists you will have to re-configure “Custom Combinations” too .

3. Define remarketing lists based on URL address. Once primary tag is uploaded to every page of your website, you have to start defining your lists based page URL. Click to create new “Remarketing list” and select the first option named as “Define a list of site visitors based on the selection below“  and add the parameters of the URL address. Example: Lets you want to create a list targeting all pages related to the “Conservatories“. In order to do this you create a list where URL  contains “Convservatories“.

 

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To learn more remarketing lists please read Adwords help center.

If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.

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2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI

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How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like domainname.com – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium

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Filter for Google source

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3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.

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Posted by: Ben Austin

Posted on: July 16, 2012 12:49 pm

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The problem with online transactions today is the fact that sometimes you really cannot verify the identity of one person or a supposed company. However, people who would like to get ahead of their competition must be creative on how they would promote their business capturing a wider scope of audience. One way to capture such wider scope of audience and of course potential client is to bring your business online. Statistics have shown that due to the emergence of social media and other internet tools many people have gone online not only to consume information but also to conduct transactions such as banking and shopping. Even large corporations have brought their products online, a testament that the internet is really the biggest market available today since your target is not only the local scene but also the international market.

Bring Your Business Online

In order to bring your business online you will need a website. If you cannot finance an in-house website development team then you can hire a team of experts who provide such services. However, it doesn’t end there you will also have to promote your business online and this is the tricky part. Tricky because online promotion diverts from the traditional way of advertising, it does not need printed materials but rather it requires technical knowledge such as SEO or Search Engine Optimisation, Pay Per Click management among others. Again if your company cannot finance the creation of an in-house SEO team then you can hire an SEO Company or an SEO Consultant to do the online promotion for your company.

Dangers of Online Transactions

Unfortunately, there are some disadvantages with transacting with different SEO Companies and SEO consultants just like any other online transactions. Some of the dangers of conducting transactions online include the possibility of hiring unscrupulous people who might be just after your money instead of working towards your goal. One must be very careful when transacting online especially when hiring the services of an SEO Company or an SEO Consultant. Several unscrupulous SEO Consultants have been promising a lot about how they will be able to increase your websites’ ranking and even promising on putting your website in the first page of Google search engine results page.

What You Need to Know about SEO

Search Engine Optimisation is a very tedious process and all factors that may determine the success of a campaign is beyond the control of any SEO company or SEO consultant since it resides within the algorithm of the search engines. Therefore, if an SEO company tells you that they will guarantee that your website will be placed in rank one page one of Google search engine then it would be prudent to ask them on what keywords will your website will be categorised and how long will it take for your site to rank in that keyword. Remember branding keywords especially if such is unique could easily place a site on that specific brand keyword. Therefore, if the promise is that your site will be on page one of the search engine results page using a difficult keyword or a high competition of keyword in about a month or so then this might be an unscrupulous SEO company or SEO Consultant who will just take your money.

Find the Right SEO Company

The right SEO Company will be willing to provide you with a weekly report and would never guarantee first page ranking of your website on a specific time frame. Remember that the ranking factors are beyond the control of any SEO Company or SEO Consultant, therefore guaranteeing a first page ranking is not really something that should be trusted especially so if the supposed SEO Company and SEO Consultant promises achieving the results at a short period of time. To make sure that the SEO Company that you are hiring is legitimate you have to check their company background and search around the internet to find for positive or negative reviews about their services by the different clients that have tried their services.

Posted by: Evaldas Balcius

Posted on: July 11, 2012 3:34 pm

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Managing huge and complex ppc campaigns may be a daunting challenge. But Google is offering free standalone destkop application, which allows to make bulk changes for your adwords account such as:

  • Managing multiple MCC accounts;
  • Make Bulk changes (add, edit, delete, copy) for campaigns, ad groups, ads, placements etc.
  • Design advanced searches and create customised views of the entire account;
  • Work on Adwords Editor offline;
  • Export backup files;
  • Export whole account CSV and summary in HTML;
  • Import CSV files;

Adwords Editor also supports the funcionality to copy various adwords elements accross the campaigns:

  • Location and sitelink extensions;
  • Campaign targeting setting:
    • Locations (Targeted areas);
    • Product targets;
    • Audiences for remarketing campaigns;
    • Placements for display campaigns;
  • Location targeting methods;
  • Location exclusion menthods;
  • Network targeting;
  • Delivery Methods;
  • Exact and Phrase matching;
  • Budgets and status;
  • A data of the campaign shell:
    • Ad Scheduling data;
    • Language targeting;
    • Targeted  devices;

“Keyword Grouper” and “Keyword Oportunities” can be used to better manage existing keyword lists and get the suggestions to how to group keyword lists and explore new keywords.

To explore all the benefits of Adwords Editor download the latest version here or use Adwords Editor help center to find the answers to all your questions.

Posted by: Evaldas Balcius

Posted on: June 13, 2012 11:16 am

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In this tutorial you will learn how to create  your first Google Adwords Product Ad. A product listing ad is a completely different to way to promote your products next to the Google Adwords text ads on the top or on the right sidebar of Google search results. Product ad contains only the product information such as: product image, title, price, shop name and special promotion.

Product Listing Ad on the Top

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Product Listing Ad on the Right Sidebar

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Please note that product ads are available only in UK, US, Germany and France.

How to Start

1. Check Google Merchant Center. First of all you have to make sure that you have all of your product listed on Google Shopping, because Google product ads use the data from your Google Merchant Center feed to decide which products to display, because products ads are not using keywords.

2. Create Dedicated campaign. It is highly recommended to create seperate campaigns just for the product ads in order to manage budgets more effectively.

3. Enable Product Extension. Select the campaign you want to use for product listing ads and then enable “Product Extension” for that campaign. To learn how to enable product extension read my tutorial here.

4. Set Auto Targets. After you enabled the product extension, you have to set the “Auto Targets” for each ad group within the campaign. To enable the auto targets click on the “Auto Targets” tab, select the ad group, click on the button “Add Product targets”. You will see a screen giving you two options either “Add all products” or “Add a group of Products. …. “. The first option will use all of your products within the shopping feed and the second option will give you more control over the selection of products. You can target products using multiple product criteria such as:

  • product_type;
  • brand;
  • condition;
  • adwords_label;
  • adwords_grouping;

Click here to learn more about these attributes.

After the specifying product targets, you’ll have to validate the results and save the target.

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5. Create “Product Listing Ads”.   To create product listing ads you have go the Ads control panel, then click on the  button “+New Ad” and select “Product listing Ad“.

Add the promotional text that will be displayed below the price and store name.

 

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