Tag Archives: advertising online

Memoirs of a Marketing Man

24 Jul

By Tim Mckane

1 – How I got my start….nepotism…

Cookstown Sausages Image

I was sitting at the dinner table in May 1968. It was sunny (wasn’t it always). There were butterflies flitting in and out of the open windows, and bees buzzing around the roses that were beginning to bloom. The shafts of sunlight showed the midges having a great time.

We were sitting down to a salad. A real salad, not one of your new fangled comes in a pot with lots of peppers. This was a hard-boiled egg, a tomato, a slice or two of ham, some lettuce, there was only one kind of lettuce, green and floppy, some new potatoes and dollops of salad cream.

Dad looked up.

“Guess who I was talking to today?”

I guessed. Bobby Charlton. No, Dennis Law. No. The Queen?

“George Best”

No. Impossible. No-one spoke to George Best. He was a God. He was the superstar of Manchester United. He had scored in the European Cup final a couple of weeks before. He had beaten Scotland single handed. He was my one and only hero.

“He’s agreed to do an ad for us. Cookstown Sausages.”

The rest is history. I got to meet George, in Newtownards at a Northern Ireland training session. He was a nice guy, and I was very nervous and small (that changed, the last time I met George I was my fully grown 6-4).

But when Dad talked about the ads that he made, he would always bring it back to the reason for Cookstown paying George £500 and for the media time on UTV.

Sales went from five tons a week to over 100 tons a week.  Ivan Bell, the sales manager at the time, told me about saying to the van drivers that if George scored (a goal) to tell the shopkeepers to remind the Mums, and they would buy another packet of sausages.

I started work when still at school in the afternoon. I worked in the summer, doing anything that was needed, including reception, answering calls, driving the van to the papers to deliver the copy. I learned how to use the bromide camera (high tech).

Yes, I got my opportunity through nepotism, but I also put my time in. I didn’t put on a suit until I was 24, and by then knew all about production, media and creative (Letraset anyone?)

And I knew the secret. It is all about sales.

 

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Why your ads are not getting results!

23 Jul

By Dee Jardine

So you’ve set-up your first campaign on Google Adwords, and expected your sales to double but instead you’ve seen barely any change in web conversions or enquiries.  Here are our suggestions of what may have gone wrong and how to fix it.

1. Your targeting is wrong

Embed from Getty Images
Too specific?

If your impressions are low chances are the keywords you’ve chosen are too specific to reach a significant audience.  Don’t just pull a few keywords ideas from your head, people are often searching for terms you might not have thought of.  As shown in our previous blog, use Google keyword planner as a tool to find a wider range of keywords to target. It’s often best to pick a wide range of relevant keywords and then narrow them down at a later date once you have an idea of what is working best.

Too broad?

If your impressions are high but your still not seeing positive results it could be that your targeting is too broad and irrelevant to those you’re ads are appearing before.  Check the match type of your keywords.  If for example you are selling only roof tiles you don’t want to appear in front of those searching for bathroom tiles.  There are two ways you can avoid this. The first is to select “bathroom” as a negative keyword, or you can change your keyword “roof tiles” to exact match type.

2. Your Ads are dull or irrelevant

Are your Ad’s boring?

Your ads need to give people a reason to click them.  Ensure your ad text is tailored to their search term, for example if you have an AdGroup with keywords based around cheap roof tiles include the term “cheap roof tiles” or “low cost roof tiles” in your ad text.  This confirms to customers that your ad meets their needs.

Remember your Ads are competing against your competitors for clicks.  Include an offer in your ad text to persuade customers to visit your website over competitors.  For example “15% Off – Exclusive Online Discount” or “Order Today for Free delivery”.

My colleague Caroline taught me a neat trick last week to make ads more eye catching. Add a full stop to the end of the first line of your text, below the headline and this will bring this line up beside the headline on high ranking ads.

Without a full stop your ad will appear like this.

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With the full stop in place your Ads will appear like this.4

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Misleading your customers?

You might find your ads get a lot of clicks to your website but no conversions.  It could be that your ads are very enticing but not all that factual.  For example if your ad says your have a wide variety of tiles, but when customers click to your website there are only a handful of choices they will soon click back off your page.

3.  Your landing page is useless

The most common reason for failing to convert a customer once they have clicked to your website is the quality of the landing page.

Are your frustrating your customers?

How often have you searched for something online, red shoes for example, seen an ad for red shoes, then clicked on this ad only to be directed to a homepage for a fashion retailer with no red shoes insight!

Sending your customers to your homepage is a sure fire way to infuriate them, they’ve just completed a search online, and you’ve managed to tick their boxes so far, why not do yourself a favour and make converting as simple as possible for them.

Website usability has a large impact on whether a customer will complete a transaction.  If they can’t navigate your page easily they will move on to someone else.  Look out for your websites usability on mobile devices, if your page compatible be sure to target your ads to desktop users only to avoid spending money on clicks that won’t result in sales.

Is your website persuasive?

Use language to encourage customers to make the purchase today.  Often customers will spend a lot of time browsing before they make a purchase decision, adding time factor such as “limited stocks available” will be them push they need.

Match the tone and feel of your website to your customer.  If your selling corporate stationery make sure the land page is professional; avoid a casual informal tone and use colours and images that fit the theme. If on the other hand you’re selling children’s party invites your tone should be fun and casual, with bright colours and entertaining images.  You might think this is obvious advice but it’s amazing how many people get it wrong.

Make sure your landing page gives enough information to answer questions customers may have, but at the same time is not too text heavy.  Often the nature and cost your product will impact the level of detail required, but too much text maybe off-putting to a time conscious shopper.

4. Other Constraints

Limited budget

If your budget is £5.00 per day and your average cost per click is £2.00 your ad will stop showing after it is been clicked around three times.  Therefore you have limited ability to reach enough customers to convert.  A higher daily budget over a shorter time period may prove more effective.  Try scheduling your ads so that they appear at a time of day when customers are most likely to convert, for example during work hours for corporate products.

Another factor to consider is your bid, if the average cost for a click is £2.00 but your maximum bid is £1.00 your ad will not rank high enough to be seen regularly.

Time & limited interest

If you are targeting an area as small as Northern Ireland, for a niche interest it may take more time to see any result from your ads.  If you’re confident in your targeting, ad text and landing page, and recognise there are few searches per month related to your product, give your campaign some time to start seeing results.

Contact Navajo Talk

Stop wasting money. Use these keyword research tips.

1 Jul

Dee Jardine

Google Ads is an online market place filled with opportunity, but only if you can effectively target your audience. It’s important to pick your keywords wisely to make sure you get in front of customers who might actually make a purchase, rather than those with different intentions.

If you aren’t sure what we mean by any of the below check out our previous Adword’s blogs, Getting started with Adwords and Adword’s jargon busting.

Selling a dress should be simple. Bid on the keyword “dress” right?

Wrong! Firstly as so many competitors are bidding on the keyword “dress” it will cost you around 68p per click. If for every 20 people who click on your ad one purchases a dress at £10.00, it is costing you £13.60 to sell the dress.

Secondly, the keyword “dress” is not very specific. You might be selling a ladies “little black dress” yet your ads are showing in front of those searching for a child’s dress, men’s formal dress shirt, or dress fabric.

Thirdly, your target customer might not be searching for a “dress” they might prefer to type into Google “cheap dresses for going out”. Try to think like your customer and do your research.

So how do we find keywords that work?

At Navajo Talk we start with the Google Adword’s Keyword Planner Tool to generate keyword ideas and figure out what we can afford to bid on with a client’s budget.

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We select the “search for new keyword and ad group ideas” option and enter as many relevant keywords we can think of.

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We then click “Get ideas” and Adwords generates lists of related ad groups and keywords we might like to bid on. We usually choose to view the keyword ideas rather than ad group ideas to keep things specific to our own campaign.

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As shown above we try to pick keywords that our customers are searching for but that are also relevant to our budget. You can also get keyword ideas and track your performance against competitors with the use of Keyword.wordtracker.com.

You can choose which keywords you want to add to your plan on Google Adwords, however we find it much easier to tweak match types, bids and sort ad groups with Adwords Editor. So we usually download the suggested keywords to an Excel CSV, and once we’ve chosen the keywords we like export them to Adwords editor. You can download Adwords editor for free if you don’t already have it.

What do you mean by tweaking match types?

We’ve been over this in our getting started blog in more detail. The match type decides how accurately your keywords need to be typed to show up for a user’s search. You can choose between, broad, phrase and exact match. Broad match, as it suggests, gives you the opportunity to get in front of a larger audience, however it might result in a lower click-through rate, more irrelevant clicks, a higher bounce rate and wasted money!

Exact match however means that if a customer types your keywords in another order, or with something additional before or after they will not see your Ad. Phrase match is the happy medium and in most cases for us the preferred type, it allows for your Ads to appear in search when a user’s queries includes more words before or after your phrase. We highly recommend pairing exact or phrase matches with negative keywords to increase the relevant click through rate.

Downloading Adwords Editor allows you to simply select the match type you want, but if you’re not going to use it you’ll have to get familiar with the below symbols and edit your keywords accordingly.

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What are negative keywords?

As illustrated in the above table negative keywords are those terms that we don’t wish our ads to show for. Seeing as we are selling a little black dress, we don’t want our women’s dress to show in the search results for formal dress, as people will click on the ad, costing us money, to then click straight back out of it when it fails to meet their needs.

You can also use negative keywords to avoid appearing in the searches of those who have no purchase intent, e.g. those looking for advice, freebies or a job.

How do I know if my keywords are working?

Review you keywords on a daily basis once your ads are up and running to check how effective they are. If the bounce rate is high, check the wording of your ads to make sure it is not misleading, and check your landing page to understand why it is not meeting customer’s needs. For example if your advert is for a little black dress but when your customer clicks on it they are sent to a full product listings page they will be frustrated and click straight off your website.

Click through rate gives an indication of how enticing your ads are to customers. If your click through rate is below 1% take a look at your ads to see if they could be written more persuasively or would be more effective in a different rank/position. You might need to adjust your bid.

Keep an eye on your costs, are you making a return on investment or are you spending so much on a single click that you are failing to make any profit from the sales you are making. Reducing your bid or picking less popular keywords will reduce your audience but may increase effectiveness.

I’m typing in my keywords, why can’t I see my Ads?

Google will try to spread your budget throughout the day; therefore your ads are being shown, just not for every search. We recommend not searching for your own ads are this will reduce the click through rate of your ads. Google Adwords allows you to view ad with the ad preview and diagnosis tool, which will not affect your statistics.

In the Google Adwords dashboard, the clicks, average ad position and search impression share stats are all far better indicators of how your keywords are performing. So stop searching and start analysing.