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: Stacey Cosens

Posted on: March 27, 2013 1:03 pm

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According to a recent Google study in partnership with Nielsen, three out of four mobile searches trigger follow up actions. These could be actions such as further research, a store visit, phone call, purchase or word-of-mouth sharing. On average, mobile search will trigger at least two follow up actions.

77% of mobile searches occur at home or at work, while 17% are on the go. Shopping queries are twice as likely to occur in store.

Taking these statistics into consideration, it is important to be aware of the impact of mobile search to your business. 55% of conversions such as a store visit, phone call or purchase happen within an hour, so the information and usability you provide mobile users is extremely valuable.

With these statistics in mind, your mobile site usability is incredibly important. Customers need to be able to find the information they need quickly and easily on a smartphone so they are aware if you supply what they need.

By making sure you have a mobile website or a website compatible with mobiles you have a hugely beneficial advantage when it comes to converting searches and website visits into conversions and sales.

You also need to think about integrating mobile search into your PPC and natural SEO campaigns, so you are visible to mobile searchers. The recent launch of Google’s Advanced Campaigns allows for advertisers to focus campaigns depending on the device and locations of potential customers – meaning that you could focus your mobile search campaigns on the most valuable customers.

Mobile search is now more important than ever, and it is becoming increasingly vital to make sure you’re website is integrate.

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: Lewis Austin

Posted on: March 20, 2013 5:51 pm

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Google did explain when the enhanced campaigns were rolled out, that the call extensions feature would make using phone numbers in ad text a thing of the past. It looks like today is the day.

It seems as though ads that are posted as of today will be disapproved if they have phone numbers in them, however I think that ad text that has been approved in the past will remain safe, or that’s what I’m hoping for.

For those that have posted ads and are still waiting for approval, if they contain a phone number, then they are likely to be disapproved just like mine, so you might as well save yourself even more waiting time and submit some close variants.

PPC Managers and AdWords users will now have to think of another call to action to use. The phone number insertion method looked great and in some cases actually received calls. If you were extra sneaky, you would have managed to utilise a number along with call extensions, which showed your number twice, obviously this is what Google is trying to avoid.

It seems as though we will have to go back to “call us now” and our other all time favourites.

 

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: March 7, 2013 10:12 am

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Since its launch in 2000, AdWords has made a big impression and proven to be one of the most effective advertising tools on the internet. Google’s revenue for 2012 from AdWords alone was $42.5 billion American dollars, an indication of how popular the device is. The short text based adverts consisting of one headline of 25 characters and two additional text lines of 35 characters each are said to reach at least 81 percent of users on search results. Findings like this prove just how important PPC is and how significant it is to get it right. In light of this a new software has been launched which allows PPC to be determined by the weather.

The new WeatherFIT is a cloud based software program that controls your adverts so that they are displayed depending on the weather. The unique platform delivers AdWords adverts based on real time localised climate conditions. The program allows users to set up various campaigns based on various weather conditions. For instance if it is raining in Liverpool, you could have your campaign running for an umbrella company, however, if it is sunny in London your campaign would not run in the Capital. The software is programmed so that adverts will only show if they meet the weather criteria you have set.

Furthermore weather sensitivity analysis by the Met Office allows you to see first- hand the impact of weather on your sales in the past. It is possible to use this knowledge on a real time basis for your PPC strategy giving you the highest amount of potential customers at any relevant time and as a result makes your campaign as cost effective as possible.

Posted by: Lewis Austin

Posted on: March 6, 2013 5:38 pm

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Enhanced campaigns are a fairly new update, about a month old, for Google AdWords. There are some great new features available once you upgrade such as: location targeting and sitelinks. But to get all these great features, you must upgrade to enhanced campaigns.

So how do you go about upgrading? Well, the first step would be to identify whether or not you need to upgrade. If you go into your campaign, you should have a pop up box telling you to get started.

Once you click through you get a lovely new pop up box that explains all of the new features waiting for you in enhanced campaigns.

The next page you’re taken to will ask you to select your mobile bid adjustment. Bear in mind that the “recommended” percentage is based on what other people in your industry have done, so unless you have historical data to base your adjustment on, it is probably safer to stick with the recommended amount.

Just like that, you’ve upgraded.to enhanced. There are loads of great new features available, but we will be releasing a sequel to this tutorial that will outlines the new features and how you can make the most of them.

Posted by: Lewis Austin

Posted on: March 6, 2013 4:57 pm

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According to Knotice, 41% of all emails are opened using a mobile device. The search volume conducted on a smartphone doubles almost every month and to top it all off, 25% of UK purchases are made using a mobile device. Those are some hard facts and to a marketer or business, should emphasise how important mobile optimisation is.

For those of you who don’t spend every waking minute following Google’s every move, Google AdWords released a huge update called enhanced campaigns. There are some advantages to be gained from this such as improved site links, but the main focus on this is to target mobiles. By making all ads display in the mobile search results, it ties the hands of businesses and agencies using AdWords. Now they must create a mobile friendly landing page, or suffer a loss at the hands of an increased bounce rate and much lower conversion rate.

It is safe to say that all the top dogs are barking about mobile. All the stats are available and there is the evidence to prove its ROI.

Let’s think about this for a second though, Google does encourage businesses to “think like their customers”. Cast your mind back to when you last whipped out your smart phone and looked for information, be it pizza, a bakery or a fact to prove that you do know what you’re talking about in the pub. You scroll through the results and find something promising and chances are if you’re not on EE and in London, you’ll be waiting a while but that’s ok because you want to see this page.

As the page finally loads next to a new day dawning, you have to navigate your way through a huge website with tiny text and elements of flash. To get any good content, you have to pinch your phone being careful not to mis-click and lose all your hard work, and then if you finally find what you are after, you click the link and your thumb or finger is “too” big, so you’re sent off to another page and the journey begins again!

From a business point of view, if a mobile user is browsing on their phone and clicks through to your site, chance are that they are pretty engaged and interested in converting. All you have to do is make it as easy as possible for them to find what they want.

Posted by: Stacey Cosens

Posted on: February 19, 2013 3:26 pm

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Last week, Google announced that AdWords would be introducing Search Funnels data.

The aim is to show how users search for products before converting, allowing PPC managers to make informed decisions in Adwords and get the most from their campaign.

Google has introduced search funnel columns to add to a campaign, ad group, keyword and ads tabs. The conversion tracking is a particularly helpful new function, allowing users to add columns for many common search funnel metrics such as assist clicks, click assisted conversions and assist impressions.

This means that now PPC managers will be able to see the assisted conversion metric and help ensure they are not missing out on opportunities when optimising keywords.

Basically this now means it is much easier for PPC managers to understand what keywords might lead someone to their site eventually and lead to a conversion, even if it is not the last keyword they search. This paints a picture of the journey a consumer is likely to make to hunt out a service or product.

The news comes shortly after AdWords announced that it would be introducing Enhanced Campaigns, allowing advertisers to target people based on the time of the day, location and device they’re using.

The service enables PPC managers to manage everything in one place rather than working on and comparing several different campaigns.

Posted by: Kerry Sheahan

Posted on: February 14, 2013 11:58 am

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We often talk about the phenomenal growth of mobile search and how too many digital marketers aren’t doing enough to adapt their strategies to this trend. However, recent research from Marin Software, the leading paid search management platform, shows that this may be changing.

The data shows that mobile devices achieve higher click through rates (CTRs) than desktop when it comes to UK paid search ads, a somewhat surprising discovery when considering the length of time they have been in regular use.

The study looked at how different devices performed last year, with smartphones leading the way with the highest CTR at 5.87% compared to 3.93% on tablet and just 2.29% on desktop. The gap between smartphones and the other two devices is quite significant, and what has surprised many people in the online marketing arena the most is the difference between smartphones and tablets with most people expecting these to be more similar to each other than desktops.

As well as achieving the highest CTR, smartphone clicks are cheaper than the corresponding desktop and tablet clicks, which may prompt more paid search advertisers to target their ads towards this device.

Generally speaking, keywords and ads that are closely related to each other and your business will give your ads the best chance of achieving a higher click through rate.

The research also delved in to cost per click, this time with tablets coming out highest. Tablet CPCs saw the most significant growth during 2012, averaging a 36% increase in the UK compared to 24% for smartphones and 14% for desk top.

The recent move to Enhanced Campaigns may affect mobile CPCs during the 2013, so it will be interesting to keep track of how this develops. The new method of managing paid search means that advertisers will be able to target people based on the time of day, their location and the device they’re using.

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