When dealing with lots of new client PPC accounts it still amazes me the amount of campaigns that have been set up by the previous agency and left to run on their own with no management of any sort over a shockingly long period of time.
As the agency running the PPC account for the client is taking a monthly percentage of spend whilst not doing any work on any of it’s PPC campaigns it is nothing short of daylight robbery. Not only are the agency charging for 0 work being carried out, they are also wasting your money, your budget spend and not getting the maximum conversions that you would be getting with the right PPC account management. (more…)
How To Avoid Wasting Money On Your Pay Per Click (PPC) Campaigns
‘Half the money I spend on advertising is wasted; the trouble is I don’t know which half. ‘John Wanamaker’s infamous quote, the US Department Store Merchant (1838-1922) still applies today to Pay Per Click (PPC) Campaigns. It is widely believed that 25% of all Google AdWords Campaigns are wasted. Obviously nobody wants to waste money on their Pay Per Click (PPC) Campaign do they? Yet a lot of businesses are throwing money away every day due to poor campaign set-up and inadequate campaign management.
Google Mobile Index News Google have plans to roll out a separate Google Mobile Index which they are currently testing out. Gary Iylles, a webmaster trends analyst with Google announced that they plan to launch in the coming months. Currently most searches are being carried out on a mobile device. Google’s ranking systems still typically look at the desktop version of a page’s content to evaluate it’s relevance to the user. This can cause issues when the mobile page has less content than the desktop page because Google’s algorithms are not evaluating the actual page that is seen by a mobile searcher.
Google have announced changes to their quality score. They will be rolling out null quality scores on 10th October ’16 to make it more transparent. This will happen when you add new keywords to your Google AdWords campaign so that they start with 0 impressions and clicks which can’t accurately determine a keyword’s Quality Score and for keywords which lack recent click and impression data.
May I introduce you to our News blog post series. The aim is simple yet effective; to cover all Digital news and musings that will inspire, peak your curiosity, make you stop and think and even tickle you pink! As with all the sheer hard work that’s going on in Dreamdigital.ie it’s only right and proper that we take a moment every week to engage with our gang in this way and I hope you enjoy and take something from it.
Reviews Rock – Here’s Why
They are hugely important to your e:commerce website and can have a major impact on leads and sales. According to the Nielsen Global Consumer report 92% of consumers around the world say they trust earned media, such as word of mouth and recommendations from friends and family above all other forms of advertising. What better way to really find out what or how this product or service matches up to your needs by reading reviews of other people’s experience. As a business owner what a brilliant way of garnering future sales through excellent endorsements from your existing clients. The potential client checking out the product/service gets the low-down from genuine reviews not created for the business interests of the owners which will influence their buying decisions.
According to a Consumer Review Survey conducted by Brightlocal 92% of customers trust online reviews as much as a personal recommendation. 40% of customers form an opinion by reading just 1-3. 68% say positive reviews make them trust a local business more. Site visitors who interact with them and customer questions are 105% more likely to purchase while visiting a website.
Add as many reviews as you can to your website. For maximum impact you can add them on your homepage and your product pages for further endorsement of your products and services that your website users can easily access and read. They work in helping people with product selection once on your website. People add them on Google and you can import these to your website. They are also helpful in local SEO as more reviews will get your website ranked higher then the competition with less. So it’s both the quality and quantity of your reviews that will strengthen your website’s online reputation and increase leads and sales.
As always glad to read your comments and opinions.
We have been busy giving the Dreamdigital.ie website a new look. We like it, most importantly do you?
At Dreamdigital.ie we are of the belief that a website really needs to be updated at least once a year. Website’s go out of date so fast nowadays that it’s in your businesses interest to have the right design that works for you and more importantly that works for your users. Chances are you’re wanting a new look and feel to your website as you want it to be the best!
Having long been advocates of WordPress, it is very easy to change your website’s theme to give it an instant new look. There are a huge variety of themes that you can choose from for your website from WordPress and others. Choose wisely, does it have everything you need for your website, is it responsive? Before you make the update make sure you have everything backed up. We use the plugin Backup Buddy, it’s easy to install and use. Also, do a physical back-up too, save all of your content. Then you’re good to go.
User Experience (UX) Design
Once you’ve got your new website theme and design working its worth doing a UX (user experience) check as you need to find out if your users are finding what they need on your website, and is it of value to them. Have your users got plenty ways to get in contact and sign up to your newsletter so that they won’t be one time visitors. Is your website mapping right for your users. Are they finding what they need once on the site. A great way of checking this is with Google Analytics. You can analyse your users journey when on your website with User Flow, which goes through visits from landing page to all of the pages that the users go through. There is a wealth of information at your disposal with Google Analytics, where you can gather a lot of data on what your users are doing when on your website. This is the data that is important to your website’s success.
A good website needs to be constantly maintained like a well-oiled car so that it works at it’s best all of the time. Based on your website’s Analytics then you can make necessary changes to make it better. Most recently we had to delete and re-direct tags. Here we will show you the easiest way to do this. In the early days of Dreamdigital.ie we had quite a lot of tags accompanying pages and posts. They were all relevant but in hindsight perhaps a little too plentiful. So after a quick tag clean-up the tags were now still ranking but not directing anywhere, which is a 401 not found error, which was bad news and not good for the website. If you need to do a tag clean-up just remember to re-direct all the urls to a new page on your website with the WordPress plug-in Quick Page/Post re-direct plugin. This is the best plug-in that we could find and it works a treat. WordPress makes it very easy to do this as otherwise you would have to go down a more technical route of .htaccess or php, but we didn’t need to as we are always finding the simplest way to do these things, this is it! Install the plug-in, add the old url, then add the new url that you want to re-direct it to and it’s done. Please leave your comments and opinions below. If you need to re-design your website, you know where we’re at. If there is anything that you would like to see covered here do let us know. Thanks!
Here are some guidelines that you should consider when planning and scheduling your posts on social media. What you might have already learned from experience is do not post any content that’s too serious on Friday. It will not get the readership that you expect. Keep Friday for the lighter content. The best times generally for scheduling posts with links to blog posts etc are Tuesday to Thurday afternoons for maximum readership. This has proven to work at Dreamdigital.ie so far so good.
Keep a steady eye on Google Analytics to really make sure that you are posting at the best time for your followers. Also you can see when your users are on Twitter with followerwonk which is Moz’s excellent tool.
As we all know there’s a lot of content coming at us hard and fast through all of our social media channels and it’s about catching your reader at their best time so that they can read your blog post in their own time. Great design is a must as already outlined in this earlier post dreamdigital.ie/how-to-add-great-design-to-your-content/.
Excellent Content Goes a Long Way
You have created this amazing content that is compelling and engaging for your existing and new audience. You have posted links to it on your favoured social media channels. It’s being found and read by your audience. Result. Post it more than once to maximise on readership. If you have got a blog post with a couple of infographics and images, you could link to these separately adding this information to your audience for them to catch and get to their interest level at that time. It’s just a way of putting your content out there in little nuggets of interest. They can then come to your website to read more and you are building a loyal audience.
We would love to hear your comments and opinions.
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.
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.
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.
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.
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.
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.
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. Dreamdigital.ie 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!!
At Dreamdigital.ie 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.
Dreamdigital.ie 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, www.buffer.com, 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.
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 Easel.ly , 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.
- Free Images
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!
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.
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.
2016 is brimming with potential and unlimited opportunity. Look forward!