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Google AdWords Guidelines For Successful Campaigns

Here are the basic guidelines on how you can set up a Google AdWords Pay Per Click (PPC) campaign that will get results. Bear in mind that all Google AdWords campaigns take time to get results and need to be monitored and tweaked regularly. Once your AdWords campaign is set up right from the start then you are on the right track to making it profitable.

Google AdWords Goals

Make sure you are clear on your goals for your Google AdWords campaigns as your spend and time needs to be purposeful in getting to the goals that you have set. Your campaign needs to be targeted to reach these goals.

Keyword Research

Get your excel sheet out and write down all relevant keywords that you can think of that would work in your campaign. Also do keyword research on your competitors, what keywords are they using. Once your campaign is up and running you can then analyse what keywords work for you.

Campaign Set-up

Make sure you set up your campaigns right from the start. Set up a couple of different campaigns with tightly related keywords to find out what works for you. There are a couple of details set as standard in Google AdWords that you need to watch or you might find yourself wasting money straight away, these are:
Set the search button to search only when you start out. The display and search and display settings work very differently to the search only setting and should only be looked at when you have focused and working search campaigns.


Set to Enhanced CPC – this is a bidding feature that raises your bid when it is more likely lead to to a conversion. Enhanced CPC can increase your max CPC bid by up to 30% when optimizing for conversions.

Keyword type 

This is hugely important and you need to know about this from the start. Google AdWords is set up so that every keyword that you add is automatically set at broad match. I advise that you change every keyword to exact match which you can do next to the keyword in a drop down, it will then look like this [exact match]. You could then want to try broad match modifier too for certain keywords depending on your campaign type.
Here is the breakdown of the different keyword match types, which you need to know to target your campaign properly and not waste money.

Exact match:  As the word says ads show on searches that are the exact term and close variations of the exact term.

Broad match: The default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant searches.
Broad match modifier:  Ads may show on searches that contain the modified search term in any order.
Phrase match – ads may show on searches that are a phrase and close variations of the phrase.
Negative match – ads may show on searches without the term.


Set a realistic daily budget for each ad campaign. Then work on the keywords you want to be top of page 1 for. Once you have your campaign started you can use the bid adjuster to see how much it will cost to have your ad at the top of page 1. Top of page one is the only place that matters for your ads to appear. Set your keyword bids to the amount that you need for your ad to appear here. Only go for keywords that are going to be profitable. Calculate max cost per click-cpc.
Location – set location relevant to your campaign.
Click vs Conversion – Set up this setting so that you can measure results.

Ad Setup

Create compelling ad copy of interest to your target audience. Also create a dedicated landing page that matches the keywords and the ad.


The most important result in your campaign is the conversion. Whether it is a newsletter sign-up, sale through your shopping cart or form submissions you need to be tracking all of your conversions. Google has very easy to follow instructions on how to set up conversion tracking on your website.
When you have created a new Google AdWords campaign you can test what works once you find what works you can scale up to maximise on return.
Contact us today for a free PPC consultation on how to get the results that your online presence deserves. We will create campaigns for you that will get the best conversions, also the lowest cost per keyword and get the best click through rate. We will optimise your campaign to keep it profitable. These are the Pay Per Click steps we go through with yo to get results for your business.
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howtocreatecompellingcalltoactions (5) (2)
In this post we will cover how a clear, well defined call to action, CTA is crucial to your website’s goals. You have achieved in getting users to your site but once there they may not do exactly as you require and it feels like too much of a waste. There are too many times of abandoning shopping carts, not signing up to your newsletters and you need a way to turn this around to get the results that your digital marketing plan deserves.
Your website needs clear calls to actions in place so that when you get increased numbers of users to your site you want to at least get their email addresses so that they’re not just one time visitors. Once you have a growing email list to work with then you can work on engaging with them and building their trust so that in time they will become your customers. Even if you have a dedicated conversion page you should have plenty call to action opportunities to entice your customers. You need to create a dynamic where you are giving them something that is of value to them, all they have to do is sign up, deal.

Effective techniques for a strong call to action

So what makes a good call to action. A free offering such as a sign up to newsletter, free consultation, e:book, any one of these that is most specific to your website’s brand. Your request in your call to action is a click and an email address. To leverage this you are offering something to your users that will help them.
The message – Keep the message simple. You want your users to click and sign up, that’s it. The message will be compelling and relevant to your offering and what it is that your user needs.
The buying process doesn’t happen straight away when a user first comes to your website. It usually takes a couple of steps before the user commits to a purchase, you need to be ready when they are. Newsletters are very effective in getting your users attention right when they need your brand’s products or services. Which all starts with the call to action, CTA. Make sure that you are giving your user every opportunity to sign up.

User Experience

Make sure your call to action, CTA is well designed in line with the whole look and feel of your website. Your call to action needs to be easily found on their user journey and easily clickable.

Call to Action Buttons

These are extremely easy to set up with the help of a plugin or a small amount of code, which can easily be added and designed to suit your website.


Whether to use pop ups as a CTA needs to be based on the suitability to your website. There are a really good selection of pop-ups to choose from. Keep the message simple and short and once the pop-up is subtle enough, small and not taking over the website page and not too in-your-face then it will work well as a CTA.

How many CTA’s should you have?

This is based on your website size and amount of pages. has the following call to action buttons: CTA button in the middle of the home page and at the top of every separate page with an offer of a free consultation. There is also a CTA at the bottom of every blog post with the message ‘Sign up for more unmissable digital marketing tips’. All have been monitoring sign-ups through google analytics.
Obviously don’t dazzle your users with too many CTA’s and pop-ups. There’s nothing worse than the experience of coming on a website and leaving quickly because of garishly loud pop-ups taking over the home page. Always think of yourself as the user, then implement your CTA’s as you see as being helpful and inviting. Through analytics and A/B testing you can tweak your CTA message until you find what really works for your users.

CTA’s for PPC campaigns

Nobody wants to waste money now do they? Once you’ve got your website set up right for your PPC campaign, like keywords going to the right landing pages of relevance and the right call to action in these landing pages. Then with performing CPA’s you wont waste money unnecessarily and maximise on PPC campaign results.

A/B Test your Calls to Actions

This is a great way to test a variance on your basic call to action message to see how each is performing when measured against eachother. Time will tell based on your results.


Calls to action’s are hugely important for your website as you are providing a means for you to further engage with your users from sign-up onwards.
Also, do please sign up below so that we prove our whole point!!
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contentmarketingtipsforsuccess (1)

At it is very apparent that we love Content Marketing.  It is essential to your website being found by your target market and getting ranked for SEO purposes. We have also posted at length about what you can aim to get from producing good content for your website. In this post we continue in sharing content marketing tips based on what’s been working for us.

We all know that when you add content to your website it adds extra layers of information about your website, what you do, what you sell etc. which is then made available to your audience’s search. Content Marketing Success doesn’t happen overnight, stick with it and you will see results in the long term. Here’s a couple of updates on things that we have found to be important to your content marketing success:

Long-Tail Keywords – the only keywords that matter.

The days of your website being found by single keywords are long gone. Long-tail keywords are the keywords that matter most as they are more specific to the search. A long-tail keyword is a very targeted search phrase that contains 3 or more keywords. These are keywords that you have already specified as being relevant to your website can be put into blog post headings and landing page headings that will be found. Because they are more specific you will get better quality traffic to your website and higher conversion rates.

long-tail keywords is now ranking in page one for long-tail keywords, ‘content marketing essentials’and ‘How to create Valuable Content’and many more. There’s the proof and we will continue to do this, so can you!

Groove – Great Content Marketing
GrooveHQ are without doubt the biggest success story I have come across who really got how to use content marketing to rise rapidly with revenue for their SaaS ecommerce website. They used the story of their startup as the content for their website in the form of interesting, information rich, articulate blog posts that will really get you intrigued. It’s a true, work in progress story about the trials and tribulations of this start-up which makes for a really riveting read.

Their first blog post that grabbed my attention was ‘How we Increased our traffic by 12,024% with zero advertising’ They detail their start-up journey of how they went from 1000 visits in their first month of Groove to 124400 visitors last month. Getting visitors to your site and growing traffic is without doubt the most pertinent problem for start-ups, here’s a solution to it. The headline had me hook, line and sinker. Of course I wanted to find out how they did this, and I did. They’ve got my attention, I know who they are and what they’re about and they’re damn good at it! They went through in great detail what worked and what didn’t work in getting to this place and they’re still moving up to their next revenue goal.

I then went on to have a good look through their other blog posts. There’s so much in there that I want to come back to read, and I will. As with your website, give good content and your visitors will keep coming back for more. I do!

Save time with Buffer
Use Buffer for organising your social media marketing.

Social media while it has many huge benefits to your website’s amplification and engagement, it can be a real drain on time. If you haven’t used Buffer already I recommend that you do as it saves time.

Do you ever hop onto Twitter with the idea of posting then you get caught checking out tweets with really great posts. This is all well and good and can be inspiring as you come across some great reads, but you might come out the other end having lost a couple of minutes/hours(!) and feeling a little guilty. As you didn’t get the thing on your list done as and when you were supposed to. If this sounds all too familiar, you need to use Buffer,, you can schedule all of your posts and tweets to the best time of day for your readers and for maximum exposure, space them out over time and ultimately organise your social media in one place.

Look forward to you comments and opinions.

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contentmarketingessentials2016 (2)Happy New Year everybody! Here’s to a cracking 2016. We are looking forward to an extremely busy and successful year ahead. Content Marketing is going to be huge in 2016, make this a major part of your Digital Marketing Plan and you’re winning already. The evidence is there, 88% of B2B companies are now using content marketing (CMI) because it works in generating leads and increasing sales. Lead generation and sales will be the most important goals for B2B content marketers over the next 12 months.

Let’s get back to basics, Content Marketing is defined as a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action. The importance of content marketing can be further highlighted by the research (CMI) out of organizations surveyed 76% said that they will produce more content in 2016. In 2015 there were 660 million posts published on WordPress. That’s a lot of content and this can only increase exponentially for 2016. The value and quality of your content is of the utmost importance for your business to reach the goals that you have set for 2016. Here’s a couple of tips on what you have to add to your Content Plan:


Content Design – Big in 2015, even bigger in 2016

Make your content beautiful!

Clearly the significance of content design cannot be underestimated. Infographics are ubiquitous and very effective as data visual tools and as a means of communicating information visually. Why infographics work is because as humans, our ever-evolving brains continue to interpret images faster than text. This is why visual story telling is essential to delivering highly effective messages. Infographics have become our way of reading information, very quickly and efficiently. If you haven’t already used , it is an excellent tool for you to create and share your own unique infographics. It is so simple to use and you will be creating fabulous infographics in no time.

Accompany your content with strong, relevant imagery. There’s lots of help online for you to source the right images for your content. Also, make sure to add the alt tag description.

  •  Unsplash
  • Canva
  • Free Images
  • Pexels



Content Curation – Be a content creator and curator.

There’s a great term doing the rounds called Content Curation. This is the act of discovering, compiling and sharing existing content with your followers. We’re in the age of sharing content, which includes sharing content that you have found really useful and are helping in getting it out there to provide a solution to your clients problems. Curating content will increase your content production and save time. It is recommended in creating a flexible content mix that your audience can easily follow. This will help in you becoming an authority on the subject and in maintaining a successful online presence. It also allows you to provide extra value to your brand’s audience and customers which is key to building those lasting relationships with loyal fans. According to Curata 25% of your content should be curated, 10% should be syndicated and 65% should be created from scratch. Good news for you the content creator isn’t it! Just make sure you reference and link all content that you are curating. Share the love!

Cntent Curation

Go to your favouite Art Museum and look at what you love, that’s content curation at it’s best, bringing what you love to share!

The Huffington Post is a creator and curator of Content. It embrace the three-legged-stool philosophy of creating some content, inviting visitors to contribute some content, and gathering links and articles from the web. Created, contributed, and collected — the three ‘c’s is a strong content mix that has a measurable impact. Why? Because your visitors don’t want to hunt around the web for related material. Once they find a quality, curated collection, they’ll stay for related offerings.


Curata have this excellent infographic detailing the results of 20 of the most influential content marketers when they asked what will content marketing look like in 2016.

curata content marketing predictions 2016 infographic


Social Media – Maximise on Usage

Maximise on usage for your brand. Use the usual suspects, Twitter, Facebook, Instagram, Pinterest to engage with and help your audience.


Follow the lead of publishers like The New York Times and Buzzfeed in using Facebook as the most cost-effective distribution channel. They will spend less money on their content spent on Twitter and LinkedIn and more on reaching a percentage of Facebook’s 1.55 billion users.



There are now more than 200 million monthly active @twitter users. Grow, earn and nurture an audience on Twitter. It is ripe with opportunity for your brand, with power in numbers of followers. Leverage the conversations to connect with your audience. Lead your audience to your brand through regularly adding content that they will immerse themselves in. Add links to your wider website content. Provoke a conversation. Twitter advertising is also very effective, reap the benefits.

twitter monthly followers

2016 is brimming with potential and unlimited opportunity. Look forward!


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Content is critical in informing your users buying decisions and it plays a hugely important part in digital marketing strategy. It is about the value of the content that you’re giving to your target audience rather than the amount. Your content needs to be crafted in such a way that your client base is going to seek you out and trust you because of this. The evidence is there on the usage and effectiveness of valuable content, 74% of global enterprise marketers see their senior leadership believe content based ‘inbound’ marketing being the majority media mix in the near to medium future. Give your audience the content that they are looking for to support their decision-making and your e:commerce website will reap the benefits.

Here’s how to create valuable content for your customers in 10 easy steps:

Step 1: Know your customer

The business adage of ‘know your customer’ also applies in the world of content marketing. The importance of which is detrimental to your e:commerce website. Managing customer relationships is a key ingredient of business success – across all industries. Recent technological developments offer the potential to dramatically improve our ability to provide such management – by delivering information about customers, at a detailed and individual level, to those who are handling the interrelationship. The customer gets a better service, and the organisation gets a satisfied and loyal customer.

How can you possibly provide content of value to your customer if you don’t really know who they are? Whatever point of knowing your customer you may be at with your brand there are various ways of finding out who they are and what makes them tick. With the development of content marketing, sales and marketing have been turned in such a way that the customer now comes to find you rather than you finding your customer. Your content needs to tie in with this and be very targeted to who your customer is and why they need to buy from you. Then you can provide the value that they are looking for. Your audience is highly discerning, most of your customers know what they want before they even go searching for it so you need to be in there with the right information at the very moment that they are.

Step 2: Do the Research

There are many great ways of conducting research on your client to form profiles. Do as much research into your customer as you possibly can as this will influence the type of content you know will be of value to them. Do surveys to find out what your customer thinks of your current content, what they like and don’t like. This information is essential to you providing content that your customer is looking for and it is easier to distinguish why they are buying from you. Use the information you group individual customer profiles into different market segments. Your content is supplying their demand specific to their segment. With this information you can then build on providing valuable content that your customers will come to find and rely upon and in the process you are gaining their trust. Through analysis of the survey results you will be more informed on content that would be important to your audience and then you can go about creating and providing this.

Step 3: Have a conversation with your audience.


Social media is a great way for you to get to know your customer. Use social media channels to engage with and find out more about your audience. Welcome comments on your blog on all social media channels and blog posts and reply to all comments that you receive. These are powerful channels of interaction first hand with your clients. You build trust and really get to find out what they think of your business and services/ products. This can then inform on creating content of value.

Step 4: Your content is the solution to your customers problem.

Focus on your customers needs, not on what you sell. Marketers who build valuable content and stories that attract audiences build valuable relationships with customers and generate positive business outcomes. Marketers can develop content assets by delivering value to readers and customers as they demonstrate how their brands really understand challenges and needs. As you create content related to your e:commerce site that your audience come to find as a solution to their problem then you succeed in gaining their custom. Continue to provide valuable content for your audience and you will gain and retain many more customers over time and over the lifecycle of your e:commerce website.

Step 5: Become a trusted source.

Equipped with your knowledge on who your customers are, you can now gain their trust with the content that you provide for them. To drive value from your content focus on trust not traffic. Content brands are built by becoming reliable sources of valuable content that consumers proactively seek out, engage with and ultimately advocate for. Marketers should structure their marketing efforts to successfully build a content brand by addressing specific customer needs and delivering visible value with content throughout the lifecycle. Valuable Content Marketing is a very powerful way for you to connect and build credibility and trust with your target audience. If you give information that your audience is looking for then you’ve gained their attention and you can then become a trusted source. In the sales process we’ve all heard that people buy from people, and people buy from people who they trust. People now know what they’re looking for already before they buy. As they come to find you through the valuable information that you are giving them then they’re more likely to buy from you aren’t they? Your content through your blog, website ,newsletter whatever platform it may be is giving your audience something of great value to them.

According to a recent Nielsen report consumers crave real content when making purchase decisions and their findings back up the importance of trust.
85 percent of consumers regularly or occasionally seek out trusted expert content – credible, third-party articles & reviews – when considering a purchase
69 percent of consumers like to read product reviews written by trusted experts before making a purchase
67 percent of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing.

Build trust through expert advice and information, and build credibility with your audience.

Step 6: Write really good quality, unique, relevant content.


Be inspirational! There’s a lot of content out there, yours needs to be very relevant to your customers search for it to ever get found. Knowledge is power, this applies to you, the content creator and to why your customer base have found you. More and more users are now searching for educational content, be the provider of this and you’ve gained your audience’s trust. When you are writing your content make sure you answer yes to all of these:
Is your content original, unique, educational, informative, interesting, relevant? If it’s a resounding yes then you are on the right track to providing content of value to your audience.

Step 7: Act like a publisher.

Linkedin have embraced this with staggering results. Jason Miller, head of Global content and Social Initiatives, says that content marketing offers a ‘face-melting ROI.’ He gives his take on how to do this right. ‘You don’t need 15,000 blogs a day. You just have to look on content like a turkey. You start off with one big one, then you carve off the turkey slices.’ Start in an area where you want to own the conversation, then carve off the turkey leftovers into lots of other pieces of content. Create the all encompassing guide to whatever the hell conversation you want to own. Act like a publisher,’according to Jason.

LinkedIn proved this case in point with their very own ‘The Sophistocated Marketers Guide to LinkedIn’. They were sincere in their aim for the guide as being a labour of love for them and a one stop-shop for everything a marketer needs to know about getting the most value out of LinkedIn for themselves and their company. It helps marketers increase awareness, influence perception, generate high quality leads, and ultimately drive revenue with LinkedIn. Then they dispersed this content into channels, ebooks, interviews with experts, 15 blog posts. They got 28 pieces of content from this one big rock in the form of e:books, quarterly reports, pdf’s, blog posts. It worked, LinkedIn got an 18,000% ROI from this one piece of content. The value of it’s content ticked all the bloxes, being highly relevant, interesting, informative, educational, authorative, expert. It is evident how the creation and planning of valuable content can have such far reaching effects for an e:commerce website.

Step 8: Look to thought leaders.

Who are the thought leaders in your field? What are their thoughts and opinions and how can you add to this when formulating your content. When you’re researching into what makes valuable content in relation to your target audience it makes sense to look to these people as they are people that we really come to know as an authority on their specialist subject. Find your leaders in your world as your business grows and evolves. Learn from these people as you go and then you yourself can be equipped with your unique take on things that you’re knowledgeable on. We are in the digital age of sharing, that includes sharing what you have learned from others. This is the back bone of valuable content, it is educational, telling the person something that they came to find out, hence the search. Thought leaders are there to be learned from and in turn you can provide this highly coveted information to your audience.

Step 9: Focus on your goals.

What are the goals of your content and what are the goals of your business. Demand and lead generation are the top reasons global companies are engaged in content marketing. You need to have clear and concise goals for your content marketing in line with your business goals.The clearer the focus of your goals, the more targeted your content marketing will be. Along with satisfying your audience your content has to benefit your business. One of your main goals would be to do both with creation and provision of valuable content and this will work towards reaching your business goals.

Step 10: Test and Analyze

Consistently test and analyze the results of your content. Is it reaching your goals? What content is being read by your audience and what isn’t? Through testing and analyzing you can quickly find out what content appeals to your audience and what doesn’t. Google Analytics is a great tool for analyzing the number of users who have read your content on each page that it appears on. It also gives insights into how visitors find and use your content and how to keep them coming back. Keep analyzing this data and aim to grow users through creating more valuable content over time.
Essentially you can then give your audience more of what they want which will further enhance the value of your content and maximise on continuously engaging with your target audience. Not only will you satisy your customers but you will also succeed in reaching your business goals.


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References: Forrester Playbook 2015
E:consultancy Internet Statistics Compendium


The importance of good quality content on your ecommerce site cannot be underestimated. Your consumers today are empowered, in control and telling brands where, when and how they are open to a mutually valuable exchange of information. Digital Marketers increasingly see the potential for content – amplified by digital and social media – to build large followings and achieve a new level of engagement and understanding of prospects and customers (Forrester 2015) The evidence is conclusive: 74% of mainstram global enterprise marketers see their senior leadership believe content based ‘inbound’ marketing being the majority media mix in the near to medium future. (Source: eConsultancy/Epsilon, September 2014). Your content plan needs to be an intrinsic part of your digital marketing plan. Here are top 5 steps to developing an effective content plan.

discovery2 1. Discovery
Go on a journey of discovery of your brand. What is the ethos of your business and how is this directly related to your client base. What is it that your business needs to do, increase sales, promote to a wider audience. Today’s customers are mobile, their attention is fleeting and their demands for great experiences are high. Don’t lose sight of your overall goal, attracting, acquiring and retaining customers. Find answers to as many pertinent questions on who your customers are as this will inform your content strategy in giving your users the content most relevant to their search. Today’s digital marketer needs to focus on what the customer needs not on what you sell. Your content is the solution to their problem. Do a content audit of your website. This involves doing qualitative analysis of all of the content on your website. Choose categories that are most applicable to your website in evaluating the content based on the following defined characteristics/factors:

Knowledge level
Business Value
Brand/ Voice Appropriateness

Rate the results on a 1-5 scale. The results will give you a strategic analysis of your content in line with your future goals. Analyse your digital content performance and use this information to determine your content strategy. What worked, what didn’t work, what was popular, what was not. What content was read and shared by your audience, develop this further in your content plan. Equipped with the results of the you will become more adept at knowing what content is important to your customer in the buying process. Then you can incorporate the findings into your content plan.

2. Plan
Schedule a 6 or 12 month content plan in the form of an editorial calendar. Be realistic with this in regard to time and resources as this is something you need to stick to rigorously for it to work. Set out your blog posts in series form with the first following onto the second in relevance and so on as according to Exact Target 80% of business decision-makers prefer to get information in a series of articles versus an advertisement. Optimize blog posts for keywords and include this to the content plan.

Plan Image3. Implement
As has already been covered in previous blog posts you need to write highly relevant and informative content that gives value to your audience and that ties in with your content plan goals. The more relevant the content is the more it will be found by your customer’s search. Your customer base is well informed and researched. If you have a solution to their problem in your content they will thank you for it by giving you their loyalty. Another benefit to blogging according to Hubspot is that your blog posts can continue to generate leads long after they published. Hubspot found out that more than 90% of their blog leads came from old blog posts. Include a style guide as a cohesive representation of your brand/voice. Images and infographics are necessary, how often have we heard ‘a picture paints a thousand words’ this truly applies to content. Use all your social media channels, networks, influencers to get your content out to as wide an audience as you possibly can. Once they like and share and give feedback this will be instrumental to your goals and to SEO.

4. Test

ab testing imageDo A/B testing on new content to further analyze when comparing two versions of a web page or app against eachother to determine which performs better. This gives you valuable data that will inform decisions on changes in content and you can develop your content to maximise on this. According to Optimizely A/B testing allows you to make data-driven decisions instead of hunches and guesses. Rather than launching features to your website or app and then hoping for the best, testing allows you to confirm or disprove your hypotheses before committing to changes.
Testing allows you to optimize your site or app experience to improve converision rates in a methodical way. A higher conversion rate means getting more value from your site’s content.

Google Analytics has a content experiments option where you can test which version of a landing page results in the greatest improvement in conversions or metric value. Content Experiments uses an A/B/N model. You’re not testing just two versions of a page as in A/B testing, and you’re not testing various combinations of components on a single page as in multivariate testing. Instead, you are testing up to 10 full versions of a single page, each delivered to users from a separate URL.

5. Analyze the results of your content plan after implementation. This is a working plan which will evolve and develop over time. The results of which will inform the following content input to maximise on continuously engaging with your target audience. Your content plan is a working plan, it is open to improved content developments based on your analysis. Google Analytics is a necessary tool in analysing performance on your site. It lets you measure sales and conversions and gives insights into how visitors find and use your site and how to keep them coming back.

In conclusion:
The more information that you glean from your content audit and put into your content plan will lead to you having valuable content that will be used and appreciated by your audience. Get in contact with us and we can work with you on all the finer points of bringing together a winning content plan that will get you the results that your ecommerce site deserves.

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Is your Content Marketing effective in giving value to your customers? If you give information that your audience is looking for then you’ve gained their attention and you can then become a trusted source. In the sales process we’ve all heard that people buy from people, and people buy from people who they trust. Online users know what they’re looking for already before they buy. If they’re already finding you through the valuable information that you are giving them then they’re more likely to buy from you aren’t they? Knowledge = Power. Your content through your blog, website, newsletter whatever platform it may be has to give your audience something of great value to them.

Adding value never ends, don’t ever stop. As your ebusiness evolves and grows so will your website content. As you get to know your customer base more you will get more of a profile on who they are and what it is they are looking for. Navigate your website content imagining you are a user then update your website content accordingly and regularly.

There is a plethora of such good quality, helpful, informative content on whatever you need out there. This content can come in so many different forms; blog posts, You Tube tutorials, ebooks, pdfs, infographics, to name a few. I have found that leaders in their fields give away lots of information that they have gleaned from while equipping themselves with knowledge along their journey. When you come upon these information givers when looking to find something out they then become trusted sources to you. They are people that we really come to know as an authority on their specialist subject. There are many leaders in the digital marketing, design and development world that I have come to know through reading their content over time and that I come back to time and again. Write great content on what you know about your specialist field as you go along your business journey and you will grow your website audience.

Content – top 10, 20, 50..
‘Top 10 , 20, 30 of’ Blog Posts are ubiquitous right now aren’t they? Its a good way for content creators to gather information into a blog post that people can read through quickly. We have so much information available to us that we have become scanners. We scan headlines and articles, only lingering on those that really spark our interest. This layout works as the reader can quickly evaluate the important points that apply to them. This could also work for you as a way of compiling your valuable information and blog posting it to your audience.

Content for Pay Per Click Advertising (PPC)
Your website content is very critical to your Pay Per Click advertising success. Google AdWords works by ranking on your ads relevancy to what people are searching for. Not only does your ad have to have the right keywords that your clients use to find your products but you also need to have the most relevant landing page with the most relevant content. Do this right and your ebusiness will increase sales. You need to craft the right content on every landing page of your website relevant to your ads keywords. Once you test various ads you will find what works for you with the right content.

Giving valuable content to your clients requires a lot of time and dedication. It is relentless yet rewarding over time. If you really don’t have the time to give to this while you’re running a demanding business talk to us and we can do it for you. We will work very closely with you on a content marketing plan that will get results. We could also mix this with a pay per click advertising plan to further increase results for your business. Contact us today for a free consultation.

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Are you making the most from your mobile website? Do you have a dedicated mobile marketing campaign as part of your overall digital marketing campaign?
Clearly the adoption of smartphones continues to rise globally, with smartphone owners representing two-thirds of the total population in the US alone. And these numbers are rapidly increasing in other developed countries, too. Mobile marketers need to be ready to reach these mobile customers. Business on mobile devices continues to grow rapidly. Projections for retail sales on smartphones and tablets will total $115 billion in 2015 (Forrester).
Google’s consumer barometer on the behaviour of Irish mobile consumers authenticates why you need to be on top of your game with your mobile marketing exploits. Your ebusiness needs to effectively address the shift in increasing web traffic and sales from mobile devices right now. Here are the facts of the google report that apply to your ebusiness and the future of it’s success. People are very savvy shoppers, with 23% of consumers using their smartphone when looking for information on upcoming purchases. 14% of shoppers do in-store research, 15% do a location search, which influences their buying decisions. 7% of consumers have reportedly had problems when navigating mobile site and 31% sometimes which needs to be addressed. Location based searches are proving to be a big draw for small and medium enterprises. This information is critical in formulating these businesses mobile strategies. 19% of consumers plan their purchases, 26% are specific to product needs and 7% are location searches. 34% of consumers look for local information. Businesses need to have a flawless mobile website with a quick loading time that makes for an excellent user experience to maximise on online revenue. The google gods are proactively inciting the benefits of good quality mobile sites. Your ebusiness will reap the rewards.
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Googe AdWords is now the biggest spend in business’s digital marketing campaigns, which is telling. Marketers allocated 12.5% – the biggest share of their digital marketing budget – to digital advertising ( 2013). Your business can gain from an effective Google AdWords campaign. SEO and content marketing can be a slow burner where the results come in gradually and build with time. Google AdWords is a much quicker way of getting your website found with ads relevant to exactly what people are searching for and gets your business the result that it deserves. It takes a little time to get right, once the ads are tweaked to perfection getting you a good conversion. You can continue to test your ad campaign based on Google’s results.
Throw us an email or give us a call and we’ll be happy to talk with you about a really good digital marketing campaign for your business to include the right mix of PPC, SEO and Content Marketing tailored to your business. We do a free consultation.
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We at love nothing more than extolling the benefits of the right mix of SEO and content to get traffic to your site and getting it ranked well in Google. It has already been said that this process is pretty relentless and it takes a lot of time to see the results. You’re competing in a very crowded space with long established websites.
Use Google AdWords if you want to get your new website in front of your target clientele straight away. Once your AdWords campaign goes live your ads will appear instantly. All you have to do to get your ads above your competitors is bid higher than them. You can then analyse the results to tweak your campaign into a winner for you. According to Moz 80% of search results now contain AdWords ad placements. Those ad placements are covering as much as 85% of the space above the fold on the results page which proves it’s popularity. You need to be in that space too.  It’s a no-brainer! Not that you need any more convincing, here are some really interesting facts on Google AdWords:
  • Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)
  • $131 billion of economic activity Google helped provide nationwide for businesses, website publishers and non-profits in 2014.
  • 1.8 million nationwide businesses and non-profits benefitted from using Google’s advertising tools, AdWords and AdSense, in 2014.
  • 97% of Internet users look online for local products and services. 
  • According to Google, “99% of our top 1,000 clients are now running campaigns on the Google Display Network and YouTube.” (Google Benchmarks and Insights)
  • In 2014, 72% of Google AdWords marketers plan to increase their PPC budgets.
  • About 97% of Google’s total revenues come from advertising. (Google Investor Relations)
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