Category : conversions

conversions Social Media Targeting

Social Media – is it all about the ‘followers’ and ‘likes’?

Is it all about the likes?
Is it all about the likes?

Is it all about the likes?

Gaining followers and liking things on social media has almost become a sort of cult. Almost every web page has a ‘like’ button attached nowadays and almost every business is following every Tom, Dick, and Harry just to try and gain a few new followers. However, where do these follows and likes actually get you in business terms? You may be under the impression that a business with 4000 likes or followers on Facebook and Twitter is much more successful than a business with just 400. Although on paper this seems logical, in real life it’s a different story…

More likes doesn’t mean more business

There’s a very blurred opinion in the digital world about the power of likes. Obtaining likes has proved to be so important for some businesses that they’ve even paid substantial amounts to get extra likes for their page. What you need to clear on is that extra likes don’t guarantee to get you any extra business.

What you really need to think about is where these likes are coming from, as that is what really matters. If you’ve paid for likes and don’t have a clue where they are coming from, then you’re taking a true stab in the dark. These likes could easily be from people who have no actual interest in your business, which begs the question… Is it really worth the expense?

My answer would be no, not when there are better ways of generating likes. There’s always the chance that you may get lucky and gain some genuine interest from paid likes, but this is really down to luck, and no business made it to success based on luck (unless they really were that lucky).

If you are that concerned about getting more likes, more business, and increasing your social media presence, then the simple solution is to be social. Engage with your current Facebook followers, post about relevant topics related to your business, post news, start discussions and ask questions, and encourage your existing customers or mailing list to like your page. This way, you’ll create a culture of likers that genuinely like your business.

Your existing likers will also be much more likely to share your business if you’re being proactive or constantly churning out useful information that benefits them. At the end of the day, 10 genuine likers who end up using your services are way better than 100 likers that don’t.

The same goes for followers

On Twitter, businesses drive themselves crazy trying to gain new followers. Just as with likes, there’s no point taking the approach of charging in blind just to acquire new followers. Following everyone who’s ever had a Twitter account is not going to do your business any good, and it’s going to waste a lot of your time.

Instead, start by following people in your business niche and people who you think will be interested in your products and services. Start tweeting about relevant news and provide links to your own content or other good sites that relate to your business, and always make sure you hash tag your posts with relevant tags. That way, people will start to naturally find and follow you. If you prove to these people that you have authority and really know what you’re talking about, then they’ll soon place trust in your business.

So, is it really all about the likes and followers?

Ultimately, yes, it is… but only when you’re getting the right likers and the right followers. If you didn’t have any likes or followers then there’d be nobody there to shout about your business or use your services, so you should always be on the hunt for more. However, make sure you only look in the right places. Remember, 400 interested likers and followers are much more beneficial to your business than 40,000 people who couldn’t care less.

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Adwords conversions

The importance of your AdWords Conversion tracking codes

When optimising an AdWords account, it’s extremely important to make sure you are tracking conversions.  These might be such items as:

  • Sales, for an ecommerce website
  • Brochure requests
  • Call back requests
  • Contact us requests

The reason you need to track conversions, is to see which keywords are working for you, so you can up the budget for these keywords, and eventually consider pausing keywords that do not convert.

Your AdWords conversion tracking code needs to be generated by going into Reporting and Tools – then Conversions.  Choose the relevant conversion type and generate the required code.  Send this code to your web designer and ask them to place it onto the people see once they completed the required action.  This is extremely important!

Now here’s where the problem occurs – it’s very common for web designers to place the code onto the contact page, or the lead page.  This then creates false conversions, and you can very rapidly end up with hundreds of them!

What will be the end result?  A falsely optimised AdWords campaign, with the results skewed by people who were just trying to find your location, or even those who were seeking totally unrelated products…

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Adwords conversions Testing

Running a test campaign in Google AdWords on a small budget

If your budget is limited – consider running a test campaign in Google AdWords.

I suggest starting off with just a few of your high margin products if your website is an ecommerce site  – otherwise if your website is selling services, select just a couple of these to advertise.

The next step is to focus carefully within AdWords on these products.  For example, let’s take a look at our wonderful client Nubie who sell Brio Sing Prams.  Create an Ad Group called Brio Sing, and carefully add just a couple of relevant keywords to the group as below:

  • brio sing prams
  • [brio sing prams]
  • “brio sing prams”
  • brio sing travel systems
  • [brio sing travel systems]
  • “brio sing travel systems”

It’s important to add in the three different match types as denoted above with the square brackets, speech marks, and just the plain keyword. The reasons behind this belong in another post – but just ensure you add the same keyword with the 3 different ways to AdWords.ducks-807100_1920

Try adding in a few of these products to start with, before gradually expanding, carefully adding in new products and checking how well they perform.

Before you go live with the campaign, make sure you have conversion tracking set up.  More on this in this post.  This way you will be able to prove that the sales came from AdWords, as well be able to see which keywords resulted in the actual conversions.

Good luck!  Let us know how you get on.

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Adwords conversions

Track Conversions via AdWords

If you’re running an AdWords campaign, you MUST be tracking conversions.  And that doesn’t mean you only need to pay attention to this if you sell products online.  Here are some ideas of web actions you could and SHOULD be tracking:

  • Newsletter signups
  • Contact form submissions
  • Quotation requests
  • “Ask a question” form submissions
  • And of course, sales!

If you track these conversions in AdWords, you will be able to see specifically which keywords resulted in a conversion for the above.  This then allows you to focus your spending on these keywords and their Ad Groups.

But how do I add a conversion I hear you cry?

Go to :  Opportunities Conversions (bottom left hand corner) – New Conversion

Give your action a sensible name such as “Lead” and set the Tracking Purpose to match.  In this case set it to Lead.

Now choose Save and Continue.

None of the options on the next page normally need to be changed except it your website is secure (https), in which case you need to set it to Page Security level – Https in the top box.

Choose Save and get Code.

This HTML code needs to be inserted on the page people see when they have completed the action, normally a thank you page.  Don’t have one?  Ask your web designer to create one.

Now over to you – what new actions should you create and track so you’re tracking the effectiveness of YOUR AdWords campaign?

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