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 http://wordpress.org/extend/plugins/wp-plus-one/

If you have a Blogger blog, you’ll need to install one of their addons – more about this here: http://buzz.blogger.com/2011/06/add-1-button-to-your-blog.html

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: http://www.google.com/webmasters/+1/button/

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!

Share/Bookmark

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:

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.

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

Share/Bookmark

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.

Share/Bookmark

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?

Share/Bookmark

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!

Share/Bookmark

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”.

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.

Share/Bookmark

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

Share/Bookmark