Category : Targeting


Increasing the Lifetime Value of Customers for Tradespeople

Lock and Key

For some trades – such as plumbers, electricians, locksmiths – it can be hard to imagine how you can get repeat business from your customer, after all that type of emergency doesn’t happen to customers every week! But today, I’d like to  consider a rarely talked about method of increasing the number of leads you receive from each customer…thereby raising the overall lifetime value of each of these customers.

Please do pay close attention to this marketing strategy, we’re going to look in particular at locksmiths (as we specialise in this field). I should imagine that acquiring new customers is not a new concept for most locksmiths, how to do it most efficiently may well be though! However, increasing the value of each customer is a rarely thought of act in most of these industries…including this one!

And I’m not talking about just raising prices here either. That’s possibly one way to increase customer value, but it is often hard to scale and sometimes causes you to lose a customer. They may even moan about you behind your back and leave you negative reviews on the Internet!

I believe, and I think you ought to consider believing, that a customer base is the single biggest asset you can have.  When you see your customer, why not start thinking of them not as just one job, carried out in less than an hour, but the potential for 10 jobs from that person?

In order to fully understand this concept, start thinking of your customer as someone with a huge network of hundreds. They are all connected to friends, family, colleagues, sports team members, other parents – and many more!

Since most people who are locked out of their house feel very irritated at themselves for having done so, if you’ve acted in a professional manner and arrived in a timely fashion – they will be delighted to pass your details onto people they know! They want to save their friends from the same hassle that they’ve experienced trying to find someone to come and help them quickly.

So, why not simply ask them to send a text message containing your contact details to just 10 people they know in return for an instant discount? Or pass them 10 business cards and ask them to pass them out to colleagues at work? Or you could even do both! Why not be honest and tell them your business is built solidly on referrals?

In addition, your details will then be stored safely in their phone by that customer, meaning they will have your details next time when they move house or get locked out (great!).  Based on our research we’ve found that between 10% and 20% of customers are repeat business – just imagine all those free enquiries coming your way!

Just look at the maths; take your typical number of weekly customers and work out what happened if just 10% of them passed out all your cards. Within a few weeks your details would have spread virally across the area!

Are you starting to see the HUGE possibilities for building up your trades people quickly?

I don’t want to labour this point so I’ll wrap this article up by saying this: Your customers are absolutely, positively willing to help you grow your business. Spend time everyday thinking about this and put systems in place to capitalise on this– it might be one of the most profitable decisions you’ve made since you decided to set up as a tradesperson!

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Social Media Targeting

How to Build Engaged Facebook Fans Fast Using PPC

facebook sponsored story

Is your Facebook Page just sat there, with a handful of fans – probably friends, family and colleagues? That’s not much help to your business is it?

Before we go any further, bear in mind you do need a small bank of fans as you will be targeting people who know these fans, so I would suggest you do a mailout / email blast asking former clients / suppliers etc to like your page. Let’s get you up to at least 50 fans before we start the heavy promotion!

I’m going to show you how to use Facebook Sponsored Stories (a form of Facebook Pay Per Click) to build your fans quickly.  These fans will fit your target audience, and be regular users of Facebook, meaning they will be great prospects and supporters for you. And yes it will cost you, but you can always get started with a Facebook voucher if you have one!

Before I go any further, do remember that there is no point in bringing people through to your Facebook Page if you don’t update it regularly with great information. Don’t post non-stop promotional information about your business, or else your fans will rapidly leave again!

Okay – let’s get started on Facebook PPC to REALLY boost your fan numbers. We are going to create a Sponsored Story.

Log in to Facebook ads at

Click Create an Ad

You will now see a list of your Facebook Pages – choose the one you wish to promote.

You will be asked if you want to promote the page, or a specific post on the page. Choose your page name.

The next option is what people will see- choose Stories about their friends liking your Page. This results in fans extremely quickly using social proof – if a friend likes the page, they are far more likely to click the like button too!

You will now be used to define your audience.  This is where you need to carefully select groups who might be potential targets for you.  Here are a few examples of tests you could run:

  1. For a locksmith in Marbella – likely targets might be living in the Malaga region and aged between 18 and 35.  You might want to test differences in different age groups, smaller villages within the region and even gender
  2. For a web marketing company – targets might be Small Business Owners aged between 25 and 40
  3. For an online pet shop – targets might be aged between 18 and 50 with interests in cats, dogs, guinea pigs etc

The key here will be to set up a few different Sponsored Stories and see what results in the best Click Through Rate (the number of people who click the advert) and the most actions (new fans).

facebook sponsored story

In connections – choose the option – Only people not connected to your page, as there is no point in showing the advert to people who already are fans!

Leave the objective set to Show this to people who are most likely to like my page

Give your campaign a suitable name to reflect the test you are running, and set a budget that you are comfortable with – lower to start with, then as fans start to build and your tests are successful, you can increase this.

Now what should happen will be a snowball effect – as more fans join your page as they see your advert, more of their friends will see the advert and also join, and so on. So over time, more and more fans will join each day.  The best bit is that they are typically likely to be engaged fans, who use Facebook regularly!  You will also start to get “free” likes as people see friends liking the page in their newsfeeds.

Come back and let us know how you got on!

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Google + seo Social Media Targeting

What benefits will your small business get out of local SEO?

Love Local Listings

Love Local Listings

Keeping things local – is it of any use? Let’s think about it. We all love local things, whether it’s local to the UK or local to your geographical area. In fact, local emphasis is so big that many big brands are the first to shout about their ‘locally sourced ingredients’ or their ‘local services’. So, why the big fuss over local? My guess would be that it’s because of the real sense of community that comes with supporting your local area. Helping the local ‘little man’ feels much better than helping your global corporate giant.

Ok, so what does this have to do with SEO?

Well, there are a lot of ways businesses can promote themselves to their local community in the digital realm. You have the obvious local listings available through Yahoo, Bing, and the relatively new Google+ Local, which has replaced Google places, and has really made local listings a great interactive hub.

Then there are other local listings on mobile apps such as Foursquare, which compare local services and show all the current offers and deals available from each. All in all, there’s no shortage of local advertising possibilities, and the great news is most of them are free. However, do they really bring about any benefit? Let’s have a look…

Spreading your net

What is your mission when doing online marketing? Unless you’ve lost the plot completely, you’ll be aiming to get your business name out there; showing up in cyberspace as and when you can. If you want to put your business in front of a relevant audience, then you should really be utilising services like Google+ Local. Just type in ‘restaurants in Bristol’ into Google to see for yourself what lovely results a Google+ local listing can get you.

Getting the seal of approval

Not only will you get a bit of extra SERP’s ammo with Google+ local, but you can really use the online local / social landscape to build your brand and your reputation. Sites such as Facebook and Google+ are great hubs of information for their users. People can go on to your listing and post comments, photos, and leave reviews about their experience with your business.

Now, if there’s one thing we all love, it is the organic opinion of others. Why? Because it speaks more truth than an advert saying ‘the best Italian restaurant in town’ ever will. If 20 people all give your business the thumbs up then you’ll be viewed as a business to trust, which in turn, will increase the likelihood of others using your business.

Mobile madness

Mobile phones are really shaping the future of marketing. The era of the smartphone has provided us with convenience like never before. Anything you need to know is now either resting in the palm of your hand or in your pocket. The database of ‘on-demand’ knowledge emanating from your pocket encyclopaedia allows you to find out exactly what is around you right now, no matter where you are (signal / 3G permitting).

Let’s take Foursquare as an example. All I have to do is open the app and within seconds I can find out what restaurants or shops are around me and what deals they are offering. Perfect — that’s my lunch sorted.

The simplicity of finding businesses on your mobile is why almost everybody does it. If your business isn’t listed on Google Maps, Foursquare, or other ‘convenience’ apps, then you’re missing out on a massive market of people who access the info they’re looking for on the move. Plus, these are the people who want instant gratification, so their search is highly likely to turn them into a paying customer.

Love local

Whatever your marketing aspirations may be, you’d really be a fool to not embrace the local landscape. It’s easy to get set up on Google+, Facebook, Foursquare, and other sites where you can have a local listing. Even if it did take some effort, it would be worth it for the local market you’d be targeting. People on your doorstep are much more likely to convert than people on the other side of the country.

Final verdict – Love local and it will love you!

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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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Keywords seo Targeting

Can having your own blog really help your SEO?

Can blogs help SEO

The online marketing times have changed considerably over the last year or two. SEO has rapidly evolved from being a game of beating Google with underhand methods to being a game of working with Google using strictly white hat techniques.

Nowadays, the only way to safely get your site to the top of Google is to adopt natural methods of improving your rankings. If you’re still using black hat techniques then you’re walking the thin line between top rankings and your site being banned by Google completely. One key element that Google’s bots keep a keen lookout for is quality, relevant content that relates to the keywords that Google users type in to their search bar. So, let’s have a look and see if a blog can help you keep Google happy.

Can blogs help with keywords?

I’ve seen too many people stressing wildly over keywords, trying to develop intricate strategies of inserting them into their website copy to attract that all-important traffic. The more keywords you try and target, the harder it is to fit them all seamlessly into your content.

If you’re having issues with using your keywords, or your content just reads like a load of keyword stuffed garble, then there’s really no need to panic. All you have to do is look for a strategic way to keep your content engaging and informative whilst having a keyword rich website.

Larger websites rarely have an issue with finding space for their keywords, but many small businesses have smaller websites, consisting of only around five or six pages. For these sites, keywords pose a problem…a problem that can be effectively dealt with simply by running a blog.

Blogs give you the freedom to write posts focused on one or two of your chosen keywords, thereby allowing you to create content that is relevant to those keywords. All of your blog content is considered your web site content by the search bots, so you’ll start ranking for keywords in your blog even if you don’t have them in the rest of your web copy.

Can they help with content?

If you’re currently spending time on your online marketing campaign then chances are you are sick of the word ‘content’. It’s the hard truth that content is the be all and end all of digital marketing. Google now places huge emphasis on the quality and relevance of content when it performs its searches. So if your site only has a few pages with little text content, then those little search bots are not going to be showing your site favourably in the SERP’s.

For smaller websites that struggle with content the blog is like the Holy Grail. It is a clear cut avenue to keep adding additional content to your website. If you update your blog regularly (weekly or fortnightly is best, but even monthly is good if you’re really strapped for time) then you’re giving those fussy bots something new to crawl when they come through.

When your blog starts building content and keywords your site will start to benefit. Google loves fresh content and relevance, and if used wisely, the blog will satisfy both of these needs.

Can they help with business?

Business owners can be so absorbed with getting their website to rank highly that they forget about how SEO is linked to their business. You want better rankings to attract more traffic, but you also want that traffic to turn into paying customers. If it doesn’t, then your SEO efforts are wasted.

So how does traffic turn into paying customers?

Well, to work this one out you need to understand what makes you a paying customer when you visit a website. For many people it is broken down into three parts:

• Whether the site has what they’re looking for
• Whether the site has the info they need
• Whether the site looks like a trustworthy, authoritative site for its products & services

If a website ticks all of these boxes, then there’s little reason for a potential customer to look anywhere else.

So how do blogs achieve this?

It’s quite elementary really. Blogs give you a platform to display your knowledge and expertise about your business niche. If you are adding high quality content to your blog that provides topics such as industry news, hints and tips, and the developments within your own business, then you are reassuring any potential customers of your authority. The knowledge you disclose in your blog can be a great way for customers to identify you as a company they can trust, and if you update your blog regularly, then these customers are going to come back to your site for the latest news.

In layman’s terms…blogging helps!

Blogging is a practice that is now commonly used by many businesses for the simple reason that it helps with SEO and it helps with business in general. Think of a blog as your online journal, but one that can be sprinkled with keywords to double up as a ranking boosting traffic magnet. Invest a little time in a blog and before too long you’ll be reaping the rewards.

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Social Media Targeting Twitter

3 Twitter marketing tips that will make you rule the roost


Social media is a great way to attract a few extra eyeballs to your business and target an audience that have a genuine interest in your products or services. Twitter is a social media platform that can be a nice, profitable endeavour…if it is used correctly. Here are a few clever tips to ensure you fly high on twitter.

Don’t follow the world, follow your business

When I first joined Twitter I made a key mistake of following everybody in the hope that I’d gain a load of followers in return. Now, although I did get quite a few followers using this method, they were mainly redundant followers who had no interest in me or my life. This eventually led to an untidy Twitter account full of people who I meant nothing to and they meant nothing to me.

If you want to spread your business wings on Twitter then the best way to do this is to follow people who can benefit your business or you can benefit from. A great strategy is to start by following the people who follow your competitors. Then follow other potential clients, people who have a genuine interest in your business niche, and people who are in your business niche who you could have mutual beneficial relationships with. Do this, and you’ll be on your way to a successful Twitter campaign.

Don’t be afraid to tweet a few tips

Many business owners feel that their advice is worth time and money. Well, that may well be, but you need to focus on the bigger picture. If you followed the above step, then a large group of your followers are going to be people who could genuinely become clients or add value to your business.

The next step is to show these people that you know what you’re talking about. If you tweet away a few insider secrets (doesn’t have to be anything too involved), then not only will you be giving your followers valuable advice that will keep them following you, you’ll also be displaying your knowledge and authority in your business niche. If you look like you know your stuff then the clients will soon be knocking at your door.

Don’t make every tweet a sales pitch

People do not use Twitter to be pitched at all day. In fact, if you do nothing but promote your products or services then don’t be surprised if you soon see your followers’ dive bombing off of your radar.  There is no harm in pitching now and again, but Twitter is a place to start connecting with people…the sales side of it can come at a later time in more than 140 characters. Your followers will be much happier with you talking about your niche, your day, and the occasional new product, offer or service, than be constantly bombarded with sell, sell, sell.

These steps have worked for me and I am sure they can work for you too. There’s a great marketplace on Twitter if you know how to access it. Try these methods out and see if your business starts to spread its wings.

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Social Media Targeting

Will putting my business on Foursquare help me attract more customers?


What is Foursquare you ask? Well, if you haven’t heard of Foursquare already then you could be missing out. Foursquare is a free application that has been making quite a storm. It has been developed as a kind of real-life ‘social bookmark’. When you’re out and about, you can share and save all the places you visit by ‘checking in’. You can also get recommendations for places based on where your friends and like-minded people have visited, and get access to exclusive offers and deals.


So, how can this app help me and my business?

It’s quite simple really. If you own a business then you can make use of a bunch of tools that Foursquare provides. You can use these tools to attract new customers and keep your existing customers sweet. It doesn’t matter if you own a sweet shop, a bar, coffee shop, retail shop, or a motor garage. Anywhere somebody can ‘check themselves in’ (think Facebook Check-in) can benefit from being on Foursquare.


What are these tools?

Well, for a start, it is extremely useful to use Foursquare to keep up with your customers. Social media is a great platform for developing closer relationships with your customers. You’ll get to find out about them and what they do and don’t like about your business. If you spend a bit of time getting to know your customers then you’ll be doing valuable market research, and will be in a much better position to move your business forwards in the right direction.


On top of getting to know your customers, you’ll also be able to keep them updated on any changes within your business. You will have a business listing on Foursquare that can be changed as you please. This ensures that you can keep your customers in the loop.


However, the greatest feature for businesses on Foursquare is undoubtedly the ‘Specials’ feature. This is the tool that lets you give exclusive offers to new and existing customers, using deals to gain valuable business. Everybody loves a bargain and there’s no need for you to make offers that break the bank. A simple offer such as giving 10% off of a clothing range, a free dessert with a meal, or a free coffee after you’ve purchased six, are all great, affordable ways of persuading people to use your business. Use specials wisely and you’ll soon see your customer base build up.


How much does it cost?

Here’s the really great part…Foursquare is currently free for businesses. There’s no set-up cost and no charge for running specials. The only cost to you is a little bit of your time.


Do people really use Foursquare?

In short, YES, they do. I use Foursquare when I’m out and about and I always check for businesses running great offers. From my personal experience I know that this app does work and does attract new business. I’ve searched for ‘Italian Restaurants’ and paid a visit to one around the corner, based on an offer they were running. Nonetheless, if you’re a numbers type of person, then here’s a low-down on some awesome Foursquare stats:


  • Over 20 million people use it worldwide
  • Over 2 billion check-ins have been made already
  • Millions of check-ins are made every day
  • Almost a million businesses are making use of Foursquare


That’s an overview of Foursquare and what it can do for you without costing you a penny. It’s just another example of the phenomenal power of social media and how it can help businesses. So, what are you waiting for? Give it a go.


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Adwords seo Targeting

Does Local Search Matter?

P UK Map

Image via Wikipedia

Recently, you may have heard people talking more and more about local search. For the uninitiated, local search refers to things such as SEO or PPC adverts tailored to a local audience or posibly making use of features such as Foursquare or Facebook ‘check in’ to promote local businesses. It is something that is fast gaining prominence, but is it actually worth it?

The short answer is yes, it can potentially help your business. The somewhat longer answer is as follows…

One of the main ways local search can benefit businesses is through search engine advertisements. For instance, imagine that a web user is searching for coffee shops in Manchester. They type their search into Google or another popular search engine and wait for their results. Wouldn’t it be great if it was your business advert that popped up? Of course, you would need to own a coffee shop in Manchester for this example to work, but it can be applied to all sorts of businesses in locations across the world.

It also helps you to tailor your pay-per-click campaigns more efficiently: after all, if you save your settings so that your advert only shows when someone types in ‘coffee shops in Manchester’ or a related phrase, you are more likely to get relevant clicks as a result – and the web user will benefit because they will get more exact search results. This is particularly useful for small businesses that are located in a specific geographical area and only have a limited amount to spend on online advertising; it means that, when done properly, local search can help them to maximise their useful returns and, with a bit of luck, turn that into business as a result.

Another way that local search can help businesses is through social media. As mentioned above, Facebook has a feature that allows users to ‘check in’ at local businesses. When they check in, it then shows up as a message in their news feed so that all their friends can see it. This can act as good advertising for businesses.

There is another potential benefit here, too: some businesses have started to offer special deals or discounts for those people that ‘check in’ to their location on social media. For instance, to use the above example, the coffee shop in Manchester could offer anyone who ‘checks in’ to the shop on Facebook a 10% discount on their next purchase, or even something free such as a free biscuit with a cup of coffee.

This helps not only to create brand awareness among a wider audience but it also helps to build customer loyalty: if customers feel as though they are getting something in return for helping promote your local business, they are much more likely to use your services again. Plus, offering a discount could persuade them to make a purchase where they might otherwise not have bothered, so you could even be generating new business for yourself (a 25% discount for first-time customers could be an option here).

Overall, then, local search does matter. It’s unlikely to ever replace other forms of marketing and you should never neglect other marketing, such as through blogs, websites and wider campaigns, but it can be very useful and bring good results, so it is definitely something worth considering.

Need some help with your local search marketing? Get in touch!

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analytics Questions seo Targeting Testing

What is Google +1 and how will it affect my website?

There’s been a lot of talk recently about Google +1, the new ‘button’ from Google that allows people to ‘vote’ for your site and could affect your Google positions in some instances.

So, firstly:

What is Google +1?

Google tell us that:

Adding +1 buttons to your pages is a great way to help your ads stand out on Google. By giving your visitors more chances to +1 your pages, your search ads and organic results might appear with +1 annotations more often. This could lead to more–and better qualified–traffic to your site.

This has been a little confusing for some people so we’ll try and put it in plain English for you :)

Basically, if you have the Google +1 button on your website pages or blog posts, then people can click on it in the same way they would click a Facebook ‘Like’ button. When they click on it (and to do this they must have a Google account), Google registeres that they like your page or post. So far so good.

When another person searches on Google, and your page or post is shown in the results, it will show the number of  ‘+1s’ it has had from their friends or contacts. Google is working on the assumption that people will be influenced by the choices their friends and contacts have made.

How will it affect my Google positions? If people don’t +1 me, am I at a disadvantage?

In most cases, the answer to this is no. Google tells us that +1 won’t affect the usual SERPS (which is a relief as we’re sure it will soon become easy to game). However, if someone searches Google while they’re logged in to their Google account, the results that have more +1s from their friends and contacts will be highlighted.

Should I use the Google +1 button on my pages and posts?

We think so. Although it’s not making a huge impact right now, think back to how little impact Facebook Likes made at one point – now they’re an integral part of promoting any blog or website.

How do I install the Google +1 button on my site or blog?

If you have a WordPress blog or site, there’s a plugin for that :)

If you have a Blogger blog, you’ll need to install one of their addons – more about this here:

If you want to install it to your site manually, it’s just a case of adding some code into the head of your code, and then some more code where you want the button to appear – more on this here:

As you can see at the bottom of this post, we’ve installed the Google +1 button – we’d love it if you could help us to test it, first by clicking on it, and secondly by installing it on your own site or blog and letting us know in the comments below!

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Adwords Targeting

How to set up Remarketing in Google AdWords

Remarketing allows you to target visitors who have been to your website, and allows you to “follow” them across the web.  This occurs because many websites have Google ads – called Google Adsense installed.  Your adverts can appear in these advert slots, giving quite a spooky effect as your adverts will continually appear to the former visitor, as they continue to browse the normal web.

The reason you might want to follow them is to encourage them to come back and complete your purchase, but also because people often do not complete their purchase instantly, they may still be making a decision.  Seeing your ads continually will subconsciously persuade them to pick your company for their purchase.

To set up remarketing, do the following:

1.    You will need to set up an audience and create a remarketing list.  This will add a cookie to the website of your visitors, to allow you to show further ads to them.  To do this click in your AdWords account on the drop down arrow here next to the tab Ad Extensions, and choose the option Audiences:

Remarketing Image

Choose the drop down arrow then Audiences

2.    Click the new tab that has appeared, Audiences and then select Add Audiences.  Now select the option Create and Manage lists.

remarketing 2

Now select Create and Manage lists

3.    Select New Audience, then Remarketing List.  Create a descriptive name for your group, and choose the number of days you wish the cookie to remain active for.  Save the code  that is generated, and place this onto each page of your website.

4.    Create a new campaign called Remarketing – it needs to be a Display Network only campaign, so make sure you select Let Me Choose and untick the boxes for the Google Search network.  Save the campaign once you’ve added a suitable budget, and now add a descriptive name for the ad group such as the name of your product or service.  No keywords are needed for this ad group!

5.    Craft your advert carefully, knowing they will be somewhat “spooked out” by your advert and its appearance.  Make the most of this by asking them to come back again and visit!  Set a suitable bid and save.

6.    Now make sure you go to the Audiences tab and select the audience you want to show the ads to!

7.    Please bear in mind that it does NOT start working instantly – you need to wait until at least 500 visitors have visited and have received the remarketing cookie

Now – you’re done.  Go and spook some visitors out by following them across the web with adverts today, and let us know how you get on!

Further reading – it’s possible to set up more complicated combinations than just “all visitors” – to read more see Google’s help centre

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Adwords Targeting

Tailoring your Adwords Campaign for the UK Market

If you are in a globally contested market but your business mainly comes from the UK, then it is sensible to focus much of your attention on making your business and marketing clearly delineated as being so.    Even if you are going for a global market, then specializing campaigns to regions can be more than just sensible, it may be necessary.

Firstly, when it comes to your Adwords campaign, you can specify that the advertisements will only appear to browsers from the UK.  There is a big difference between customers browsing from the UK and those who are looking for products sourced in the UK, so be sure that this is exactly what you are looking to do.  However, in most niches, focusing even on the whole UK at a time will be more than enough customers to deal with, and they should be closer to the customers you are looking to entice.

Secondly, you can throw in words into your Adwords ads that specify you are indeed from the UK.  Many other companies will fail to do this, as they have created sweeping Adwords they hope to garner a global market from.  Simply adding in a short term such as ‘UK’, ‘Next-day UK delivery’, ‘Local’, or ‘British’ can make your advert stand out.

You can use certain words to make your business appear smaller or larger, depending on the brand you wish to convey.  ‘UK-Wide’ service, delivery or available pegs you as a large business that still specializes in the UK market.  On the other hand, customers may prefer a more local term, which can show you are a smaller business but specific to their needs.  Sometimes, a smaller company image can bring in more business than trying to look like you are attempting to do it all.  Customers may prefer the idea they will get a more personal service, one devoid of call centers and faceless marketing blurb.

Don’t forget that this can be done on a more micro level, you can begin to specialize your campaigns for certain regions of the UK.  This is generally worthwhile if your business includes delivery or attractions which are specific to each region, for example if you run a hotel directory.   As with everything in Adwords optimization, you must decide which are the details you should focus on to best maximize your time and effort.

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Adwords Targeting

Are you feeling stalked by any seriously spooky Google ads?

I’m currently being followed around the web, wherever I go by several ads.  In particular, by one for Ecademy’s Digital Coaching

This is Google’s remarketing – which means I’ve visited a site once and been left with a cookie which signifies I’m now an “interested party”.  From now on, every time I visit a website which has Google Adsense running (the ads which say Ads by Google – they’re all over the web on millions of websites), my cookie triggers a remarketing campaign if it’s been set up.  I visit a LOT of websites, so am seeing these ads everywhere.

So I am now SERIOUSLY feeling stalked by these ads!  Everywhere I go, they are calling me back, reminding me of my interest.  Almost like one of those irritating people you can’get rid of at a networking meeting who keeps trying to perusade you to buy from them….

So what are your thoughts on remarketing?  Although we’ve set it up for our clients, we’ve yet to fully test the results.  Have any of you been “followed” around the web by adverts, and you’re now realising why?

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Adwords Targeting

Is a higher Click Through Rate always better in AdWords?

Contrary to popular belief, there are times when trying to increase your Click Through Rate (CTR) is actually a bad idea – in fact sometimes you might not want to increase the CTR any higher!  When might this be true?

  • If you’re using Dynamic Keyword Insertion – CTR will artificially rise as the keywords – whether wrong or right – are inserted into your advert!  You might actually be wasting a lot of money with incorrect keywords, while gloating that your CTR is increasing through the roof!  To combat this – ensure you include an extensive negative keyword list, and mine your search query report regularly for new negatives
  • Chasing the “cheap consumer” by offering prices too low to be affordable – are you including prices in your ads that are not sustainable long term?  Then of course your CTR will be raised by people seeking by bargains!
  • Too general an advert – if your advert does not qualify your customer, and your keywords are too broad – they may very well click your ad “just in case” you sell the product they are seeking.  To overcome this, make your ads very specific and prequalify visitors.

However, generally a higher CTR is what you are aiming for, as this will increase quality score and lower your costs.  A good CTR to aim for is between 3% and 5% depending on your market.  Always be testing new ads to try to increase CTR!

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Adwords Targeting

How to Schedule your Google AdWords Campaign for maximum ROI

Did you know that it’s possible to schedule your AdWords campaigns so that they turn on and off at certain times of day, as well as raising bids at certain times of the day?  No?  Then read on!

This is likely to be advisable in a number of occasions – for example if you are operating a same day delivery company such as a florist, you may wish to raise bidding in the morning in order to maximise orders before your cut off point for delivery.

In order to set your times of day, you will need to open the Campaign Settings for the campaign in question.    Scroll down until you find the option Schedule – you will note an option marked “Display ads all days and hours”.

Ad Scheduling

Click the Edit button  – a weekly scheduler will now appear.  Find  the option “Bid adjustment”.

Within this option you will need to select the day you wish to change first.  Click where it says “Running all day” and you will now have the option to set ads to run between certain times.  You can also add in a percentage – for example you could schedule bids to be increased to 200% between 9am and 1pm, and then reduce to 100% between 1pm and 8pm.

You also have the option to copy the setting to all days of the week, or just weekdays at this stage.  This can be particularly useful if your company is B2B and you would like ads to run only Monday to Friday.  Do remember to pause the campaigns on the weekend if you are interested in this option.

Scheduling your campaigns can make a huge difference in a number of markets.  For example in the holiday industry, it would be a good idea to raise bids at lunchtimes, when people are likely to be using their lunch break to browse and book holidays.

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Adwords Targeting

Geographically targeting your AdWords campaign

Targeting your AdWords campaign geographically is recommended when you offer a locally based product or service. Here are some examples I have come across recently:

  • Locksmith servicing 30 miles around their area such as a Bristol Locksmith
  • Bouncy castle company delivering up to 15 miles from their base
  • Training company which expects delegates will attend from up to 25 miles away
  • Scrap car company covering various cities
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