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16 Apr

Posted by Lorna Casswell

Implementing ad extensions in your AdWords PPC ads can mean you not only occupy more of Google’s search space, but you can also improve the user experience by offering additional links or a phone number, which might be useful to potential customers. As of October 2013 Google factors in the expected impact ad extensions will have on ad performance (such as improved CTRs) when calculating your quality scores. This is an important change as better quality scores mean lower CPCs (and vice versa). In today’s blog post we run through the ad extensions available to advertisers using AdWords at the minute... App Extensions Send users to an app store, or initiate an app download, with these ad extensions. Call Extensions Show phone numbers as part of a desktop ad (image to the ...

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04 Apr

Posted by Lorna Casswell

We can’t believe it’s April already, and with the landing of spring we thought we’d give you five ways in which you can spring clean your PPC account. Review Ad Text Performance Take a look at the performance of your ad text over recent weeks to see if you can find some room for improvement. Keep your eyes peeled for ads with good click through rates and good conversion rates. Review these ads to see what it is that is driving the good results and see if you can replicate this in the other ads across your PPC account. Check Your Search Query Report Run a search query report as a way of seeing if there are irrelevant searches that are leading to impressions in your PPC account. Consider adding negative keywords to your account as a means of reducing irrelevant ad impression...

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28 Mar

Posted by Lorna Casswell

We are all aware that not everyone who reaches a website converts, in fact we’re lucky if we get just a few percent of visitors to convert, but are those who leave without converting lost forever? The honest answer is “yes, some of them will be, but not all of them”. If you want to recapture some of that ‘lost’ traffic you should consider remarketing as a means of getting that highly interested traffic back. How Remarketing Works Remarketing works by using a combination of tracking code and cookies. This code and cookie combo lets you track the people on your site who don’t convert. You can put these non-converters into a ‘pot’ (so-to-speak), and you can show them your ads as they move around the web. Showing them the products they’ve recently viewed will hopefully...

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19 Mar

Posted by Lorna Casswell

If you’ve spoken to us recently about SEO or improving conversion rates it’s very likely we’ve mentioned increasing the number of online reviews your product and brand receives. In today’s blog post we list five ways in which reviews can help your online business fly… Customer Confidence This is the obvious one, but we have to mention it because it’s so important! Having reviews on and off your website will do wonders for instilling trust in potential customers (assuming they’re good). If a customer is a nervous shopper, or is not familiar with your brand, having a host of positive reviews may reassure them enough to lead to a purchase. Better Looking Google Rankings If your site has lots of reviews then some relatively simple changes to the code could see your sta...

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11 Mar

Posted by Lorna Casswell

If you didn’t know already Mother’s Day is just under three weeks away, and in the run up to Sunday March 30 plenty of people will be looking to buy something extra special for their Mums. If your site sells products that are gift-worthy there is still time to put a Mother’s Day campaign together. In today’s blog post we run through a few things you can do to get the most from your site and from your online marketing in the run up to this Mother’s Day. On Your Website What your site sells will determine the extent to which you want to support Mother’s Day on your website. If you sell nice kitchenware it’s likely a large selection of your products are gift-worthy, in which case you could consider going all out and putting together a gift guide where you segment produ...

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07 Mar

Posted by Lorna Casswell

It can be hard to know where to start when it comes to creating or optimising product pages on an ecommerce site. There is an absolute wealth of information out there on improving product page conversion rates and battling through it may not only be daunting, but it will also be time consuming. To save you the time and trouble we have listed five essential things you should include on your ecommerce product pages to give them the best chance of converting… 1. Plenty of High Quality Images Ensuring you have plenty of high quality product images on your product page is a must. Buying online can be tricky and providing a lot of images can help distill any uncertainty and answer questions. Providing images of your products from all angles is good practice and showing products in us...

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06 Mar

Posted by Lorna Casswell

Your Google Analytics account is likely to contain a ton of information, and sieving through it all to find some actionable changes to improve the performance of your site might seem a long way off. To get you started, today’s blog post lists five useful Google Analytics reports you can run to get started... 1. Page Visit Value Report Key Metrics Look for high ‘page values’ where there is also a reasonable amount of pageviews – this way you can be sure the data is sturdy. This report will show you which pages on your website are of a high average value in comparison to others. Once you know which pages are more 'valuable’ you can factor this data into your marketing activities. For example you may want to start trying to get the particular page to rank better in ...

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28 Feb

Posted by Lorna Casswell

If you have a local business you’d like to drive footfall into then optimising for local search (or ‘local SEO’) can help you achieve your goals. In today’s post we have some quick tips on how to optimise for local searches so you can get your local business in front of the people who need your services, at the time they need them. First let’s set the scene; Google is continuously trying to provide a better search experience for its users, and providing local search results to people searching on mobile and desktop devices is one of the ways they are trying to do this. Here are two examples of how local search results can look: 1. Local Google Search Results on Desktop Devices: [caption id="attachment_748" align="aligncenter" width="470"] In local results displayed...

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27 Feb

Posted by Lorna Casswell

Content marketing was one of the hottest buzz-phrases of 2013 (and 2012); it was the talk of the online marketing world and there is no sign of its success or power slowing down. In this blog post we explain what content marketing is and why your business needs it. Content Marketing – What Is It? It’s difficult to define content marketing succinctly as it encompasses such a lot, but in short it is the process of creating, publishing and sharing content that is useful, relevant and engaging to both customers and potential customers. In the digital world a content marketing strategy would be devised with the aim of delivering a number of objectives that might include: Increase website traffic Increase website conversion rates More brand awareness Help SEO Help custo...

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20 Feb

Posted by Lorna Casswell

In the last year alone there has been what appears to be large Google penalties handed out to some big brands. In today’s post we take a look at some of the brands that suffered, what they were up to and what we can all learn from their mistakes. Interflora Around a year ago Interflora were subject to a Google penalty. The penalty was so severe that even for brand searches (e.g. “interflora”) their site was nowhere to be seen in Google’s results, and this was the case for around 10 days! Being absent from Google’s natural listings for this period of time would have undoubtedly hit their bottom line hard. Although Google declined to comment on the disappearance of the brand from its search results, it is widely understood that Interflora received the penalty because they we...

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19 Feb

Posted by Lorna Casswell

SEO, also known as Search Engine Optimisation, is the process of making a website more visible in the free/natural/organic part of search engine results pages (SERPs). For the purposes of this article we are going to focus on the UK’s most popular search engine, google.co.uk. The area highlighted in the image below shows where the natural/organic listings are: You are not charged when people click on your website listing if it sits in this ‘natural’ part of the page. As you are not charged, the competition to occupy this space is fierce. A more recent development introduced by Google, as part of its mission to deliver the most relevant results to its users, is ‘local SEO’ which is about appearing in the natural space for searches related to an area or region: ...

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14 Feb

Posted by Lorna Casswell

Google launched Product Listing Ads (PLAs) in 2010, and since then the advertisers utilising them have seen fantastic results. In today’s blog post we take a look at what PLAs are, where you might see them and how they’ll help your business. What are Product Listing Ads and Where Will I See Them? PLAs are media rich ads that appear on Google’s search results pages along with ‘regular’ PPC ads. PLAs can appear for all sorts of searches – whether the query is generic or product-specific. Advertisers running PLAs pay on a cost per click basis, and the campaigns are managed through the AdWords interface, along with ‘normal’ PPC campaigns. PLAs can appear at the top of Google search results:   Or they can appear in the right hand column:   Product...

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