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Audit your AdWords account as Summer Draws to a close….

With August quickly coming to the end, many of you will have forgotten about your AdWords accounts over the summer period. Now it’s time to get our act together and get busy inside our AdWords accounts. The essentials often go overlooked so let’s start auditing! Sometimes, it takes a guide like this one to come along and remind you of something that has been drastically affecting your profits, or your ability to track everything effectively.

So, without further ado, let’s get going.

Check Your Analytics and Conversion Tracking

Effective AdWords management is dependent upon accurate conversion data, so if yours isn’t up to scratch, you will face some serious problems.

You will be surprised at how often the tracking code breaks on sites too. It can happen during a server migration, a redesign, and even during hardware or software malfunctions. It’s not always easy to spot too. Sure, if the code is accidently removed completely your conversions will suddenly show as 0, and it will be obvious. But sometimes different problems can arise that are harder to spot.

So go now and double check your Analytics goals are tracking and your AdWords conversion code is present on the thank you page. Are they both still fine? Great!

Make a note that you check both your analytics and conversion code on a regular basis, to prevent any headaches.

 Review Your Goals and Objectives

It’s easy to get too caught up into the metrics such as CTR and CPCs, and lose sight of the goals that really make our campaign’s progress measurable. You may well be generating leads, which appear as conversions within your account’s data, but how much money are those leads actually making you?

Make sure you thoroughly check and track the goals and objectives, to properly analyse how well things are going.

Consider using a comprehensive CRM such as Salesforce, which will actually integrate with your AdWords account and allow you to report into how much every lead is then worth. Amazing! You can even track back and see which keywords bring you the highest spending customers.

Double Check Your Quality Scores

So you have been optimising your keywords and copy in order to achieve high quality scores (I hope!) but may have forgotten to check over the Summer period.

But did you know that recently Google has completely changed the way that they report quality score. After the change, there are far less quality scores of 10s out there.

Sadly, you may now have to start all over again. So check out your quality scores and make sure you are on top of things.

Master the New Enhanced Campaigns

With the new Enhanced campaigns becoming a mandatory change for all advertisers, it is essential that you learn everything there is to know about them.

Make sure you check out your campaign performance before and after the changes to enhanced campaigns. If things have taken a turn for the worst, then you have probably not adjusted things accordingly. For example, check your mobile bid modifers.  These would have been created once your campaign was automatically upgraded. Or perhaps you yourself set one when manually upgrading. Either way, check your mobile conversions and see if you need to adjust them.  If you don’t have a mobile website, reduce your mobile bid hugely and make getting a mobile site sorted an immediate priority!

So with some big changes to Adwords recently, our campaigns need some thorough auditing. As well as doing the obvious tasks that made your campaigns successful in the first place, make sure you stay up to date with the latest news and adjust your efforts to keep up with the times.

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The Launch of my Third Book – The Essential SEO Guide For Small Business Owners!

I am delighted to announce the launch of my third book, this time on SEO – The Essential SEO Guide For Small Business Owners!

To follow up on my first 2 Internet Marketing books – both available at Amazon – Successful Google AdWords Strategies and How to Get Selling on AdWords Fast

My new book is about SEO but specifically aimed at non-technical Small Business owners who may be intending to do their own SEO.

Having trained Small Business Owners over the past 6 years through my Face to Face SEO Courses I have written this book to cover exactly what you need to know, and where you need to spend the time.SEO Book

I’m proud to be the only fully qualified teacher (with a full PGCE teaching degree) delivering Internet Marketing training in the UK, and the only teacher who has ever built and sold their own SEO & AdWords Management agency between 2008 to 2012!

So take a look at my new hands-on guide that explains exactly  WHY and HOW to do Search Engine Optimisation.

Here’s what you’ll Learn:

  • The essential SEO strategies for making your website rank
  • Choosing winning keywords
    • Keyword Research Tools
  • Onsite SEO essentials
    • Metatags – how to craft them for maximum effect
    • Rewriting page copy so it ranks in record time
    • Site factors – what else do you need to consider?
  • Link Building – what still works today after the recent Google updates?
    • Guest Blogging and how to do it
    • Essential directories
    • Do articles still work?
    • Web 2.0s and are they worth considering?
  • Google Places / Local
  • How to get to the top of Google Maps

The book is available here on Kindle (Amazon USA) or here on Kindle (Amazon UK)

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12 Key Tips for Your Ecommerce Website


During my time as an Internet Marketing Consultant and Trainer, I’ve worked with dozens of owners of Ecommerce website owners.  Here are my top 12 tips for increasing your conversions – and don’t forget to share your own too!

  1. Invest in a decent website and don’t try and build it yourself using EKM Power Shop or something similar! Build trust with a professional brand.
  2. Get a contact number on your website.  I don’t care if you don’t want to be bothered by customers – they need the reassurance of seeing they can call you if they need you.  Too many customers get scammed, and they look for a number as a sign of reassurance! Put it at the top of every page and in the footer, as well as in the Contact Page.
  3. Make sure you actually man the telephone lines! Get a call answering service if necessary to take enquiries.
  4. Put your address on your website – ideally at the bottom and on the contact page, and make sure it appears in every email. Don’t use a PO Box as this looks suspicious.  So you may end up having to use your home address – or buy a virtual office address.
  5. Encourage people to sign up to an email subscriber list by offering them something of value – for example a 15% discount voucher or Free P&P code
  6. Set up a Twitter account and get a developer to put a Latest Tweets box on the website to encourage people to follow you.  Tweet offers occasionally with Twitter specific discount codes.  Do make sure you don’t send out only promotional Tweets!
  7. Set up a Facebook Business Page and get a developer to put a Facebook Like box onto your website. Again – update the page regularly with specific codes.  Both Twitter and Facebook are great for selling off old stock cheaply and running sales
  8. Test AdWords by advertising your highest margin products first, when you start to see returns try some of the lower value products
  9. Invest in SEO or attend an SEO course – this will get your website listed high on Google so your products get found. Do extremely thorough keyword research and make sure you don’t just go after the main terms such as “dog food”, “baby clothes” etc as these are expensive.  Optimise your website for longer terms, known as long-tail keywords.  Examples are “Royal Canin Puppy Food”, “Pink Fleece Baby Gro” etc
  10. Make sure your website has a Shopping Feed and upload this to AdWords – sadly you now have to pay to appear in the Google Shopping results
  11. Make sure your developer turns Google Analytics ecommerce tracking code on so you can see exactly how much of each product has sold, via which source
  12. And finally – don’t discount the value of taking your offerings off-line too!  Consider getting a designer to create a brief catalog of your products, for sending out by post.  You could also send out flyers and special offers by mail.  These days direct mail is seriously underused and gets forgotten about!


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Does the Internet attract customers who are price-orientated?

We’ve discovered from our in-house research that adding prices into AdWords adverts typically increases Click Through Rate between 50% and 300% depending on the market – and of course how competitive the price is that we are advertising! Here’s an example advert that acquired a Click Through Rate of around 11.5%:

Locksmith Bristol

Just £60 Fixed Fee – 30 Mins Arrival£20 Notes

Any Quote Beaten! 24H 07883 448936

This increase in Click Through Rate applies whether you sell a product via an E-commerce website such as a children’s bike, or equally to Business to Business services such as a local Accountant advertising items such as tax return completion for a set fee.

In addition, making sure the price can be found on the landing page for the advert typically doubles conversion rate, as visitors hate to be forced to hunt around a website!

While this is great news for many advertisers – sometimes this strategy tends to attract in the “price-focused” comparison shopper. This type of shopper demands more for their money, and often becomes a customer who is easily tempted away by special offers from competitors.

Do you have prices in your advertising and on your landing pages? If not, why not? If yes, what has been your experience with the type of buyers you’ve attracted?

Let us know in the comments below!

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