Where to Start Marketing Your Business Online

There’s so many places online where you can market your business such as:

  • SEO (search engine optimisation)
  • Google PPC (pay per click)internet-marketing
  • Display – banner adverts
  • Bing PPC
  • Yahoo PPC
  • Twitter
  • Linkedin
  • Facebook
  • Yelp
  • Linkedin
  • Many more

With so many places to promote your business, where do you start?

 

Business aims & objectives

The first thing to consider is your objectives as a business and what you want to get out of your marketing. Most people want to generate sales or a conversion as some sort rather than branding your business as many businesses need a definitive return on their investment.

Where are your customers online?

This can take a lot of research to find out where your customers are online. PPC is applicable for 90% of circumstances as everyone uses a search engine to find out information or to buy a product or service. PPC is the place that most businesses will start when marketing their business. See you PPC page on the benefits of using PPC as a marketing tool.

If you’re a local trades person then yelp is an excellent place to advertise. Yelp now offers advertising on a pay per click basis and as its relatively new clicks are cheap. Yelp still retains its reputation from the yellow pages that get pushed through the door as because of this a lot of people will turn to Yelp to find a local builder, plumber, cleaner etc. Besides Google PPC, Yelp is a great place to advertise to generate local leads.

Linkedin is a great place to advertise to working professionals. You can get very specific with targeting, however Linkedin can be very expensive when running adverts. Especially if you’re trying to reach decision makers in a business as a lot of people want to reach there people which pushes up the prices of clicks.

Facebook targeting is very good and you can be very specific about the people that you’re targeting when setting up adverts. Facebook traffic can be driven to your website or your Facebook page at a very cheap rate. You can easily and cheaply build an audience for your page which makes it easier to push out your content to lots of people. One of the disadvantages of advertising on Facebook is that people are usually in a specific mindset of catching up with friends, looking at picture and sharing content. This can make it difficult to get cut through if you’re selling something. For this reason Google PPC is usually a better place to start than Facebook.

If any of the options above look of interest and you want a professional company with lots of experience of setting up and managing successful campaign then please get in touch with us.

Free PPC Account Review

Colossal Search will review your PPC account to see where improvements can be make from a technical point of view and a strategy of how to take the PPC campaign to the next level.

Our review comes with no obligation to buy our PPC management services. Fill in the form below and one of our team will get back to you within 24 hours.

Stop your site & accounts from being hacked – awareness campaign

Some of you may have seen in among the brilliant ALS ice bucket challenge and awareness campaign that there’s been another awareness campaign happening with the aim of raising awareness of hacking and offer help to stop your site from being hacked. If you want to see all of the tips shares then look on Twitter for the hashtag #NoHacked.

Below are some of the top tips that have been shared to stop your site from being hacked:

* Check Googles webmaster tools on a regular basis, its easy to verify you own the site and once you have Google provide some very helpful data about your site

* Make sure your software is up to date – so if you use WordPress for example make sure that you have the latest version installed, the same goes for plugins

* Dont use pirated software downloaded from torrent sites etc, some of this pirated software is loaded with viruses

* Use different passwords for each account, so if you are hacked in one account then you’re making it harder for them to get into your other accounts

* If you have a Google account then add 2 step verification – I can personally vouch for this as its saved me from being hacked in the past

Have you got a tip share it on here and on social media

How to Quickly Expand Competitor Keywords

Bidding on competitor keywords is common place in PPC, sometimes this can be wasted money. People often search for a brand at the end of their journey when they’ve got a good idea of who they want to buy from. However, if you can come up with a message that is enticing enough it is possible to get the searcher to convert on your site instead of a competitor.

Expanding competitor keywords 

One of the key questions when taking on a PPC campaign is asking the client who their competitors are. This is a useful way to get the most common competitors especially if competitors have a high street presence but sometimes some of other competitors can be left out. Below is the way that we find new competitor keywords through adwords auction insight reports

How to access competitor auction insight reports

  • Sign into your adwords account
  • with all online campaigns selected click on the keywords tab
  • Click on details and under auction insights click all

auction insight

 

This will give you a list of domains, this will give you competitors who have been in the same auctions as you. However if these competitors do other products that your company doesn’t do then it could be a costly exercise just adding the competitor brand name to your competitor adgroup.

How to add competitors to product areas

To get competitors around a specific product area follow the steps to the auction insights except go into a specific adgroup and select a keywords based on a product (if its a common product where the modals are the same then this makes life easier) select keywords around a specific product then under auction insights click on selected.

This will now give you a list of competitors who have shown in the auction for that product. Now download the competitor list to a spreadsheet and after the competitor name add the product name/modal the the easiest way if you have a number of competitors is to use the concatenate function. Upload the list to back into Google. This will make sure you’re only bidding on competitors who stock the product and are advertising it.

As always monitor findings and optimise accordingly.

 

How to find out what keywords broad match is triggering

Why do we use broad match keywords?

When I’m creating a campaign its important to have 2 different versions of the same campaign:

* exact match campaign

* Broad match campaign

Exact match campaign

The exact match campaign has every keyword within it have its match type set to exact match. This means the advert will only show up when someone types in that keyword exactly. However people can use very obscure keyword phrases to find the same product or service. So you need a broad match campaign to effectively mop up all the variations of keywords that you are using. To finish off this setup all of the exact match campaign keywords need to be added to the broad match campaign as an exact match negative. This ensures that the broad match campaign is only used to mop up various keyword phrases. Setting up campaigns like this enables you to really control your budgets and makes sure the right adverts always show up.

So you have all of your best performing keywords in separate exact match only campaigns so you can better control your budget and make the most from your top performing keywords but how do you effectively mine your broad match keyword data to find out which keywords have been triggered ? 

Search query reports

Search query reports are a fantastic way to optimise your campaign and should be done on a daily basis. To find out what search variations your broadmatch keyword has made go into an adgroup and click on the box to highlight the keyword as shown below. Then click on the details button and click selected under the search terms header.

adwords screen shot

 

You need to have at least the past 7 days selected as your date range to get useful data. From this screen its easy to see what keywords have been triggered and if they are good relevant long tail keywords then i recommend adding the keyword to your exact match campaign and adding the keyword to your broad match campaign as a negative match keyword.

Wash, rinse and repeat this process on a daily basis to continually optimise your PPC campaign

 

Google Shopping Campaigns Rolling Out Imminently

What is Google Shopping?

Google shopping is a fantastic way of selling your products. By adding your store items to Googles Merchant centre they can appear highly in the search engine results. Take a look at the example search below for paving. As you can see directly below the PPC (pay per click) listings are 5 products that are listed with an image and short description, by click on one of the results you are taken to that product page.  Or you can click on Shop for paving stones on Google and you will go to Googles shopping results which will show you all products that are relevant to your search. As you can see these results are right at the top of the listings making them highly likely that someone will click on a product if they like it.

Google Shopping

How to get on Google shopping?

Google shopping used to be a free service by Google and was simply done by uploading a product feed into the Google merchant centre, however this has now changed and is a paid for service that is done on a PPC (pay per click basis) in Google adwords. Colossal Search can manage your Google shopping campaigns as part of PPC management. In order to make the products appear for relevant searches an optimised product feed needs to be uploaded into Googles Merchant centre. A feed should have the following basic items:

  • ID – a number to identify the item
  • title
  • description
  • google product category – there are a lot of categories (link opens a spreadsheet with categories) and you should make sure you product is in the correct category
  • product type – you can put your own category in here which needs to be very specific
  • link – link to the product page on your website
  • image link – URL of an image of the item
  • additional image link – URL of additional images of the items
  • condition – is the item new, used, or reconditioned?

More advanced options need to be added to the feed to get the most out of it, however the basic feed will get you some visibility in Googles shopping

What are Google Shopping Campaigns?

Google shopping campaigns are a long awaited for feature that is going to be rolling out in the UK very shortly. Google Shopping campaigns allow you to browse your product inventory directly in Google Adwords. This gives PPC marketers a lot more data that can be segmented and filtered so see exactly which products are selling from Googles merchant fees and which arent to allow optimisation and scaling of categories that are performing well.

This is especially brilliant for seasonal products. Google shopping campaigns give PPC managers the ability to increase the visibility of products that are about to go into season and reduce the visibility of products that are moving out. This gives so much more flexibility that will allow adwords experts to really optimise Google shopping results. We cant wait to use this!

Find out how we can setup and manage a Google shopping campaign for you and your business

Fill out the form below and we will get back to you. Alternatively give us a call on 0113 4333 563

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