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Google Remarket Remarketing

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 02 August 2012
in Google

Bring visitors back to your site

If you have been using Google AdWords' remarketing facility then you'll know how effective it can be.

But the key is in the segmentation - the closer you can target your remarketing campaigns to the visitors actual needs the better.

To achieve this you needed to get very cute with your remarketing lists - including some lists and excluding others to build combination lists of targeted visitors.

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Google AdWords - A Case Study

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Monday, 09 July 2012
in Google

So what can we expect from effective Google AdWords management?

Here is a case study from one of our clients.

The client sells online - products for pets. They sell online to the UK and Ireland, so geo-targetting is set up so that ads only appear to users in those countries. We took over the management of the account at the start of the year. January saw sales of £861.51 - the conversion rate (i.e. the percentage of visitors who completed a purchase was 1.15% and the per visit value was 27p.

 

 

Without any budget increase, by June the corresponding numbers were : sales of £2.456.90 with a conversion rate of 2.16% and a per visit value of 45p - not bad in six months.

 

 

So how is this achieved?

Clearly, there are a number of factors at play, and they work in combination. But the starting point is getting the visitor tracking up to speed. Knowing which visitors are buying and which are not is fundamental. Through the correct installation and integration of Google Analytics with the Google AdWords account, we have been able to identify the strengths and weaknesses of the campaigns. Essentially, we then do more of what works, and less of what doesn't.

We have also been able to identify weaknesses on the web site itself - some pages were working better than others. We are currently testing different versions of the landing pages to see whether we can squeeze more conversions out of the existing traffic.

These core principles can be applied to any online campaign. All visitors to a we bite can be tracked - it doesn't matter if they come from a banner ad on another site, or from facebook advertising, or from emailings - just so long as the links are set up correctly, Google Analytics will track them.

And as this client has found, with correct management, budgets can be made to work much harder.

We currently have a Special Offer for Google AdWords - with €150 of FREE credit available for new clients. Why not ask us to look at how Google AdWords could work for your business? Alternatively, if you have an AdWords campaign that you feel is under performing - why not ask us to take a look at it and recommend improvements? You too could be looking at a sales graph like this one by then end of the year!

 

 

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Introducing Content Experiments from Google

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
User is currently offline
on Tuesday, 05 June 2012
in Google

The trend in website development has changed over the past couple of years - with the evolution of Web2.0 more site owners are looking to have more dynamic and interactive sites rather than the older "online brochure" type of site.

With this development comes the ability to monitor and measure a whole swathe of activities which visitors may trigger as they interact with your content. Filling out a form, hitting the play button on an video, downloading a pdf - all of this can be tracked using Google Analytics - and all can be used as performance indicators - especially if you marry the data to your marketing spend to determine which areas of marketing generate the best return on investment.

What this means, of course, is that you end up with a more and more content on your site - and it's good to know the best way to present that content. One option is to simply develop web pages along a fairly strict design guide. Templates and style guides determining the look and feel.

But the truth is different page designs often perform differently. Small differences ion visitor activity can often be magnified by the time you drill down to the bottom line. What starts off as a 2% difference in behaviour at the start of a visit cam become 10% or more by then end - when the really interesting engagement (like a form completion or an online purchase) begins.

Until now Google AdWords had the Website Optimizer feature which allowed you to run experiments between variations of pages for your AdWords visitors. Now Google are introducing Content Experiments within Google Analytics, which will serve different versions of your website to all your visitors and run a "behind the curtain" experiment to determine which of the different page alternates generate the best conversions. Take a look at the video presentation:

This feature will be live soon - any experiments you might currently be running in AdWords will no longer be available as of the 1st August - our recommendation is to start experimenting as soon as possible to better optimise your website and the visitor experience.

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