Search Engine Optimisation Advice

I have been lucky enough to work with a couple of companies who have enjoyed success in the world of TV.

The power of TV can never been under estimated and with the right mention can propel a company to the big time overnight. This was especially true of the company LookandTaste (formally known as iFoods) I did the search engine optimisation work on which then appeared on BBC 1’s Dragons Den several years ago. Literally overnight the website became inundated with thousands of hits, eventually bringing the server down for several days. From this platform the company has gone to great success.

I have heard through the grapevine of another lucky company www.hidbin.ie to make it into the Dragons Den, this time on RTE1. It is not yet know whether they struck gold in the den but either way they are likely to strike gold with the extra traffic !

Why do online advertising agencies offer pay per click management services? What value is there for the customer and why is it important to seek professional assistance with your google adwords campaign?

Things change
As with everything, things change with time. This is extremely relevant with pay per click campaigns that are setup once and not touched again. When you create a new campaign or ad group you are using keywords that are generating traffic (based on traffic tool estimators) and linking the adverts to pages on your website that are most relevant.

Keywords
Keywords are nearly almost certainly generated through a process of brainstorming and then research to see how much traffic these terms generate. The problem you encounter with an old campaign is that these keywords are not necessarily as important as they once were. Perhaps some of the keywords you originally selected were “buzz” words that at that moment in time were very popular and now they are a distant memory. Perhaps the range of products you have been promoting are now outdated and there is a newer model on the market. Perhaps you quoted prices or figures in your advert text that is no longer valid and out of date.

Website

The majority of websites are living, breathing things that are constantly changing. It is not uncommon to find that major website pages (homepage and main category pages) can have a major overhaul at least once a year. This means that where once your ppc campaign was originally setup with your adverts linking to those highly relevant landing pages on the website it now points to pages which may not be as relevant.

In many cases page layouts and text can been changed to effect the old calls to action that might have once been there. This is a bad place to be; users will lose think that your website does not have what they are looking for and your advertising costs will be higher as a result.

All of these things could be severely impacting the performance your ppc ads, costing you money and losing you business.

Just a quick post to outline that google appear to be having issues with their PPC advertising.

Client have been noticing an extra variable in their url when clicking on paid adverts. This extra variable takes starts with “gclid=” and looks something like “gclid=CIfd2tC1mqACFR88lAodpFKYdw”.

If you are using a .htaccess file to redirect your webpages you may find you will have issues with your redirects when pages are loaded from Google adverts.