Search Engine Optimisation Advice

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 Perhaps the range of products you have been promoting are now outdated and there is a newer model on the market. Perhaps you quoted prices or figures in your advert text that is no longer valid and out of date.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.

Every website owner is concerned about how to get the most out of their website. Depending on the website you have a conversion can be many different things. It may be when somebody purchases a product or service directly from the website; it might be when a visitor fills in an online form or even when they interact with the website for a set amount of time. What constitutes a conversion is entirely up to you and your business model.

Look at the simple things. Believe it or not reviewing and changing some of the more simple things on your website can make a huge difference. Here are a few simple tips to help you on your way.

Phone Number

Is your company phone number visible without having to look around the page for it? Ideally your company number should be in larger font than your standard text and present on every single webpage. Placing the number in the page header is the ideal place.

Contact Form

Does your website have an actual contact form? There are a lot of websites that have just a mailto web link for users to contact the company. The problem with this is that you are reliant on the user having their own mail client installed and you cannot specify what information you want to collect. If you have a proper contact form on your contact us page you can specify what information you want to collect e.g. name, phone number, email address, website etc.

Another great tip is to introduce a mini contact form on each webpage. This means no matter where you are on the website you can send an enquiry.

Website Design

Does the design of the website give the visitor confidence that you are a reputable / professional business? If you have created your website yourself the website design might be very basic. Given that nearly all internet users searching for a product or service look at multiple websites before making a decision it is important that your website does not stand out for the wrong reasons.