Ever since Global Network Navigator created the first clickable web ad in 1993 for Heller, Ehrman White & McAuliffe with a Click Through Rate of 44%, we’ve all developed a love/ hate relationship with Banner/Display/ Image ads on the Internet. I love them, you likely hate them.
You’re probably thinking, “why don’t you marry them, INSERT MYSTERY NAME HERE?” adding, “ner ner nerner ner ner”.
Firstly, we’re not in primary school anymore, so that was a little juvenile, but I get it, you’re letting off steam. And quite rightly, I imagine, after being bombarded by image ads stopping you from all the work or fun you want to do on the Internet, the combination beautifully realised reading this awesome piece of journalism.
Day in day out, they’re there, asking you to buy something, possibly after you’ve already bought that something, more likely after you’ve decided not to buy that something, and even more likely that you have no intention of ever buying, and you’re wondering why they would even show up in your daily travels through the Internetverse ™ (just made that up then).
It always amuses me when I see a text ad pop up on a website I’m viewing asking me if I “Have A Blocked Drain? Call the Sydney Blocked Drain Experts” when I’m in Brisbane and my landlord is my next door neighbour who happens to be a plumber. Entirely irrelevant to my needs, yet somehow this ad is floating on my radar.
Now, people will often point out that the Click Through Rate these days is nowhere near the heights of those original pop-up ads, in fact, they are a fraction of a fraction of what they were at stage one. And Google has admitted that only about half the ads served are actually viewed, in that many that register as an impression (showed on the screen) are actually ‘below the fold’, meaning the user must scroll down in order to see it. If half the ads aren’t being seen, we can effectively double the CTR, but I’m a linguist, not a statistician, so take that with a grain of salt. Also, when we are talking a CTR of 0.03, it’s much of a muchness.
You are probably thinking that this is actually proving your case that Display network marketing is terrible, but you’re wrong and I say this with authority. When Google Display network ads are targeted correctly, they can be a business’ greatest ally! I’m sure you’re aware of Remarketing, which is basically following people around the net with Image ads after they’ve viewed your website, you may not know how targeted they can actually be.
I had a mate recently tell me how much they despised the fact that they were being ‘followed’ by this company that they bought one product from, with offers on the same product they just purchased! I understand the annoyance and if only that company’s marketing team had created a Remarketing list for people who have purchased in order to sell accessories instead of the product they just bought, the ads may have been less annoying and more enticing.
There are a number of other Pop-Up avenues making a splash that actually do annoy me, such as the Pop-Up to subscribe on a website, or the Pop-Up to add additional food items to my already ridiculously long pizza order (but the annoyance in this case is the lack of willpower in saying no to Chocolate Lava Cakes).
This is the idea of immediate upselling and while it has its place, I find myself, particularly on my phone, becoming frustrated when I click the little ‘x’ to close it and my fat, chocolate-lava-cake-and-pizza-laden fingers accidentally bring up the exact thing I don’t want. This is more of an issue with a site’s mobile optimization, though.
In order to make sure you are not one of those that annoy their clients, you need a strategy. Display ads are not going away anytime soon and I foresee a drastic change to how they are distributed as people become savvier with the features that are already available, and as features are added.
I have several examples of a Display campaign that works that isn’t even a Remarketing campaign. In particular, the targeting of Display ads to individual relevant forums and websites in order to spread awareness of a new product, or a new feature, can result in some of the best conversions a company has ever seen, especially if the product is an innovation of a current, widely used model. These campaigns, while the CTR may still be low, have incredibly high Conversion Rates.
And that’s what it is all about, increasing your Conversion Rate. So speak with us today at Get More Traffic on 1300 332 256 to see what we can do for you and your business!
Online Marketing Best Practices
I love it when a client recognises that someone is trying to pull a number on them, it validates the time I have invested explaining how the AdWords system operates to them. Yet the unscrupulous never fail to try, often using tactics and methods that are flat out against Google Policy for their Google Partners.
I can only imagine the excitement of a business owner, who has been spending a decent percentage of their gross revenue on AdWords, feels when they hear that they can slash their costs and increase their traffic exponentially at the same time. It must feel like hitting the jackpot.
Here are a couple of commonly used tactics to get the foot in the door:
- Claiming to be from Google.
- Claiming to have a ‘special’ partnership or deal with Google. Alternatively, claiming that their status as a Premium partner gives them special privileges.
- Claiming unlimited clicks for a set price.
- Claiming to get you at the top of the page 24/7.
Google Partners are bound by strict codes of practice. The facts are as follows:
- Google Partners are not allowed to purport to be ‘from Google’.
- Google Partners are not provided special or even unique treatment in the AdWords system. No, Premium Partnership does not grant special privileges.
- ‘Unlimited clicks’ is a misnomer, and potentially deceptive if coupled with point four. The idea behind unlimited clicks comes from choosing certain exact match terms that historically have minimal search history. This way the company can charge a set price on a range of search terms knowing full well that those search terms will never reach the charge they have set.
- Google operates on the basis of market forces, if you want the top position; you bid for that position and make your ads and landing page as relevant to the search term as possible.
Often these are used in conjunction, creating the perfect storm of shonk. Often the promises are short-lived, especially when the company requests money upfront. It can be framed as a three month special, where if you pay for three months you will receive a discount. Many people would see their current costs on AdWords and consider the option, as it seems like a savings and a small price to pay upfront for unlimited clicks at the top of Google.
At this stage it is worth mentioning that transparency is a must when it comes to AdWords. As a business owner, knowing where your dollars are being spent is part of your job, as you know. I’ve had many clients come to me from other companies because their AdWords campaign and, all of its data wasn’t theirs to peruse, it was accessible only at the behest of the agency looking after them.
This provides an agency with the ability to take credit when things are running smoothly, as well as the chance to bombard you with what could potentially be irrelevant stats when the going is rough (smoke and mirrors).
Recently I have had a client who came to me as they were looking for more transparency in their AdWords spend. After investigating a drop in sales during a particular time period, it became clear that the organic traffic was bringing in the majority of the sales with their previous agency. The whole time this agency had been saying their campaign was providing all the results!
Fortunately these practices seem to be going the way of the dodo (the bird, not the internet company, this isn’t libel), as more business owners, like yourself, become more savvy with the AdWords system, the less these vultures can prey on the unsuspecting. But as they say, fore-warned is fore-armed, so if anyone approaches you with the above, let them know in no uncertain terms your thoughts on their dodgy tactics. If you want a company which does follow the rules and is transparent, then you know to get in touch with us here at Get More Traffic on 1300 332 256 or visit our website.
The 3 Key Features You Must Have in Online Marketing
Whether you are stepping into the world of online marketing for the first time, or if you are a savvy marketing business owner, we all have one thing in common – that we should never stop learning and we should never assume that we know it all. As the bright and bubbly crowd that we are here at Get More Traffic, we’re all for learning from those around us. So go on, follow our lead and learn a little something from us! We reckon there are three main points you must always include in your online marketing strategy; websites which are optimised for high conversion, Pay-per-Click advertising, and Search Engine Optimisation (SEO).
Conversion Optimised Website
Your website is the online version of a physical shopfront. People will choose to enter your website based on whether they like the look of your website, or not. Believe it or not, a successful website comes down to whether it has been optimised for conversions. Let’s face it; we live in a world where people expect everything to be available at their fingertips. If your business is not offering this, then people will go elsewhere; they will go to your competition! A website which has been created for optimal conversion rates should come before a Pay-per-Click advertising strategy, and a SEO plan. There is no point in running these methods if they aren’t going to lead your prospective customers to a well-functioning website. It’s why we offer Convertopages as a website conversion product. Speak to your Account Driver today if you are interested in learning more.
Pay Per Click Advertising
Want prospective customers to find you when they are searching for what products and services you offer? Then Pay-per-Click advertising is what you want. It puts your business in front of users at the exact time they are online and looking for the products and services you sell. In terms of timing, you couldn’t get it any better. But what about a user’s buying cycle? What’s that, you ask? This determines where the user is in their search query progress. Users can begin their search online for a product or service, but will revisit that search process four to five separate times before they are ready to click on your ad link. You want to capture their attention when they are at this stage in the buying cycle. Unsure how to do this? It’s the exact reason why you have someone like your Account Driver here at Get More Traffic to help you with this. Speak to them today about your target markets buying cycle.
Search Engine Optimisation (SEO)
SEO tactics help your website to rank as high as possible on search engines. We prefer to focus on Google simply due to the sheer size of the online giant! When your website ranks well in Google search, users will inherently trust your website to be relevant to their search query. It also builds trust, brand recognition and it puts you above your competitors. However, SEO does have a bit of a science to it, and getting it to work for your website is seriously a full time job. Due to the fact that a company like Google are always tinkering with their search algorithms, it’s our job to stay on top of what that means for you!
So, gone are the days when you could easily rely on a few advertisements in the local newspaper or radio station. With prospective clients always online, whether that’s via a PC or mobile device, you need to meet them there. The three key features above are what will ensure you can this successfully. If you’re interested in learning how Get More Traffic can help your business, visit our website today or simply give us a call on 1300 332 256 – we’d love to have a chat and help you out any way we can.
The Five Things You Should Be Doing to Help Your SEO Strategy
Search Engine Optimisation (SEO)… more like Search Engine Overwhelming! But it really doesn’t have to be this way! I’m here to take the bewilderment out of SEO, but to do that; I also need to explain some of the things that you can do to ensure that your Account Driver here at Get More Traffic can perform SEO wonders for your business. The fact that you are reading this tells me that you are either, 1) already using SEO for your business, or 2) you are interested in doing so. You really couldn’t be investing in a smarter long-term investment for your business performance online. However, embarking on your SEO with us here at Get More Traffic is a two-way street. Confused? Don’t worry, I’ll explain.
- In the early days of your account with us, we really need you to keep the lines of communication open. In order for our Account Drivers to achieve your SEO business goals, they need to frequently talk with you to learn exactly what you want to execute. The SEO campaigns our Account Drivers enforce requires heavy involvement from their clients (that’s you!) but particularly at the beginning of your working relationship, which is why they need to be able to get in touch with you easily.
- In saying the above, our Account Drivers are already researching and working away on your account even before their first conversation with you. We realise time is precious, so we want to know what we’re talking about and show we’ve done our homework before we get you on the phone. So don’t stress if you don’t hear from them straight away. In order to perform thorough research and background checks on your business and industry, they need one to two days to carry this off to our high standards.
- This one is super important – please have all of your login details handy when your Account Drivers contact you. This includes login details such as: File Transfer Protocol (FTP), Content Management System (CMS), Google My Business and Google Analytics access.
- Get More Traffic prides itself on employing the brightest and most passionate experts in their field, and it is no different with our SEO specialists. This encompasses all that they are, and more. Our SEO staff members are experts in their field, just as you as a business owner are an expert in your industry. The best outcome for your SEO strategy can only be achieved through working together. The combination of your expertise with ours will be a win-win scenario for all.
- Patience, my love, patience (Lord of The Rings, anyone?). Give us time to provide you with all of the information that comes with running your SEO campaigns. While you may at times feel as though the information is not relevant to you, we want you to know what we are working on with your account. It’s important because at the end of the day, you are paying for a service we are providing, and we are proud of the work that we do, so let us showcase this to you. It will bring you a greater understanding of SEO and help your working relationship with your SEO Account Driver.
So there you have it folks. If you ever have any questions about any of the above, you guessed it, you can get in touch with your SEO Account Driver here at Get More Traffic on 1300 332 256 at any time and they will be more than happy to help you out. Or, you could visit our website for even more resources and information.
For those who aren’t designers, and let’s face it, a lot of us aren’t, there are some amazing internet programs which anyone can sign up to for free, which enable users to create highly appealing images for a range of platforms. Whether it be for email, social media posts, blogs, newsletters, company reports and virtually any type of marketing collateral your business distributes, there is no reason why you can’t engage your audience with appealing visuals.
We are finding that more and more, users are much more likely to be engaged with content, of any type if it is visually appealing and that it complements the purpose of the content. This part is key, so you will do well to remember it – your visuals must have a purpose. They must be connected to the message you are attempting to portray. Don’t do it for the sake of doing it, and make sure that it aligns with your business branding too.
You will have heard the saying, ‘a picture tells a thousands words’, or at least some variation of this. What this saying tells us is that users are able to make a connection with an image in a way they just can’t with the written word. It’s why social media platforms such as Facebook are tweaking their algorithms to allow visuals and video content greater organic access to followers. YouTube as a platform is growing exponentially.
Now having brought up the topic of video content, I cannot escape talking about how costly it can be to produce. If you’re looking into creating video content with a film crew, actors, proper lighting equipment, and location; then be prepared to pay big bucks for it. Let’s be realistic; there are not many SMEs who can afford this luxury. So how can you create video content at a fraction of the cost?
Believe it or not, a half-decent camera with recording capabilities, a small wireless microphone, which can be purchased at a minimum cost, and a room with good lighting, practically anyone can create video content. You could create a weekly video blog and post it to your website and social media accounts. You could create easy-to-understand ‘How To’ video content for your website, or even as an after-care service once a customer has purchased a specific product.
There is so much more to visual storytelling than video content. If you begin to think along the lines of image-heavy blogs, infographics, and social media posts, then soon a world of visual content opportunity opens up. Programs such as Canva.com and Infogr.am are just two examples of easy-to-use, free to sign up, online platforms, which allow you to create appealing visuals to suit your needs.
You needn’t create brand new visuals for each and every piece of content you want to create, either. Repurpose it! Yep, we all do it, and there is no reason why you can’t do the same with your visuals. Imagine if you create a series of social media posts which all relate to a competition you run for your followers; you would use the same image across these posts to create a sense of continuity and recognition. Once your followers have been exposed to the image associated with the competition, they will instantly recognise the image and make the connection to the competition, without even having to read the content that accompanies it.
What about the visual-rich platform of Instagram? If you own a restaurant or café, do your research and find online influencers in your industry. Yes, I am talking about those people who take photos of their food and post them to their Instagram accounts. If you find the right people within your city or town, you will be amazed at the number of followers these people attract. There is often a very little cost involved too, apart from the free meal businesses will offer influencers in order to have their business name mentioned, and, therefore, recommended.
Visual content is changing the face of the web. Don’t get me wrong, the written word is still, and always will be, highly relevant and important, especially when it comes to your website and your SEO strategy, for example. But the way in which users can absorb the written word can be made so much more engaging with the right use of visual content. So why don’t you give it a go? If you’re looking for advice, you know you can always chat to your Account Driver here at Get More Traffic; we’re always willing to help drive your business. Call us today on 1300 332 256 or visit our website.
Keep It Real with Social Media
Are your social media interactions feeling a bit stale? Probably because they are! Social media is where users have an opportunity to be social with each other. They are not there with the intention of purchasing anything, so you must remember that your business is there almost as a side thought, but it doesn’t mean your interactions with them are! It means that your interactions with your target audience must reflect the social nature of the platform. If you are only pushing promotions and e-commerce specials, then your target audience will soon ignore you, because you are not fitting the criteria of the platform you are on.
Incorporating your USP in Ad Copy
If you want to stand out from your competitor’s you need to be able to communicate why. Are your products or services cheaper? Do you provide 24/7 technical support? Do you have free shipping? You must be able to succinctly say why a consumer should choose you over the competition. If you can’t articulate this, why should anyone listen to you?
Any successful business will possess a Unique Selling Proposition (USP) whether that is a product or service which has the greatest potential or profit power. So that you can align your USP with your advertising efforts, you must learn to incorporate it in the vast majority of your ad copy.
Why You Need to Stop Searching Google for your Ad Now!
Offline marketing is notoriously difficult to measure and track which is why online marketing methods such as Google AdWords are growing more and more in popularity.
When you first sign up to traditional advertising methods, such as television, radio, and print, there is always a certain amount of satisfaction you feel when you see your ad. A smile spreads across your face as you see the result of the money you spent for the advertising as you imagine how many other people will be exposed to your ad as well (see what I did there?!). How do you measure the success of your ad beyond seeing it yourself?
With online marketing methods, you can measure and track the effectiveness of each ad, and each campaign. But what happens when you go to Google your ad and you don’t see it? A frown appears across your brow and you wonder why you can’t see it. Where is it? You search again and still you can’t find it; what is going on?! I’m here to tell you exactly why this might be the case and what you could be doing to actually hurt the intentions of your AdWords campaign.
Your Road to Mobile Optimisation
How important is your smartphone to you? If you’re anything like me, I think losing my smartphone would stress me out a whole lot more than losing my wallet! If you had asked me the same question ten years ago though, the answer would have been very different. The point I’m trying to make is our smartphones are arguably the most important devices we carry around with us. We put so much information in them. We heavily rely on them to communicate with others via text, phone, email and social media and, to keep up with news within our social circles to international events. We have become so accustomed to getting the information we need and desire now.
Top Ten Tips on How to Stay Competitive in an ever increasing Digital Market
Remember that kid at school who was always fiercely competitive in everything they did? Regardless of if it was a spelling bee or the athletics carnival, they wanted to win it all. You know what? You can learn a lesson or two from that kid you remember at school, because in all likelihood they possess a few characteristics which are vital to successful business in the digital market.
I’m a great observer. I can pick out personality traits in people and determine what types of scenarios and situations they’ll overcome or fail. The same goes for business owners (yes, I mean you). Because you know what, your customers can sense it too. Your employees can sense it. If you’re competitive, it probably means you’re fairly determined as well, and people will naturally be drawn to you. But just being a competitive person doesn’t equal success. I’ve roamed and wandered the world wide web, listened to people like you, observed and watched and as a result, I’ve come up with ten tips you need in order to stay competitive online.
- Don’t always keep it the same
Mix it up! Run several online campaigns at once and see which one works best. Don’t just stick to one and sit on your hands (gross by the way)! If it’s one thing you have to be aware of, the only constant in the online marketplace is change. Like the ocean, the current pulls this way and that, the tide goes in and goes out. Online is never stagnant, so neither should you.
- Determine what you want to achieve
Do you have a specific ROI you need to hit? Have you got a specific goal in place which you know you need to reach before the financial year is up? If your only goal sounds like, ‘to make a profit’ then yes, you’re on the right playing field, but you’re playing in the wrong position. Get specific! What steps must you take in order to make a profit? These are goals too. Recognise them as such.
- Make Progress.
Tackle your goal with small steps to help you feel like you’re making progress. This intrinsically ties in with the point above. If you have a goal set for June, every morning in March is going to feel so far away and you will inevitably lose your competitive edge. Ever heard that productivity is helped with positive encouragement? If you do this for yourself through setting small goals to reach your ultimate one, you’ll be so more aware of the progress you’re making (duh).
- Put in the time and effort
Don’t be afraid if this means money, if necessary. You reap what you sow. Putting in the time and effort to your strategic marketing initiatives will help you to track and collect data so you can make better, informed decisions.
- Don’t go it alone
Use the expertise you have access to. Can I let you in on a secret? Nothing irritates me more than someone who won’t take smart and intelligent advice. Yes, you are your own boss, but, if you don’t listen to the specialty knowledge of those you pay, whether that be a contractor or an employee, why have them there?
- De-stress
You can’t be competitive if you’re making yourself sick with stress. Try to schedule in time over your weekend, or whenever you get a chance away from your business, to totally chill. Turn off your phone. Look after your health. Your business will thank you for it.
- Embrace the lows to get to the highs.
There are going to be bad days. Use them and learn from them. To actually stay competitive, you have to know how to learn from mistakes. At the end of the day, it doesn’t matter if the mistake is your, or not. No one got to the top without starting somewhere near the bottom.
- Educate yourself
If you commit to be constant learning, you’ll equip yourself with up-to-date knowledge and information. Consumers make judgements in the space of mere seconds, and seemingly irrelevant things, such as how quick your website loads, can either equal a new conversion for you, or your competitor. If you educate yourself, you’ll know that sometimes you just have to sweat the small stuff. Also, if consumers are purchasing something from you, they want to feel safe about it. Project yourself as an expert and you stomp down any buyer’s remorse.
- Listen to your consumers.
An amazing example is the idea of the ‘mountain bike’, or as they were originally called, ‘clunkers’. Mountain bikes were created by the consumer. If you’re listening to your consumers, your chances of being privy to a new idea, a new USP dramatically increases. If you’re listening to your customers, you’re likely to stay competitive.
- A great predictor of true success?
It’s not social intelligence, or your IQ score, as you might think. It’s determined grit. You need to treat your endeavours as a marathon, not a sprint.
Yes, I can picture you nodding your head in agreement with me now (even as I’m nodding my head as I type this sentence). Implement these and you’ll wish you had that competitive kid’s number from school, just so you can ask for a re-match in that class quiz. Well we can’t give you that number, but we can certainly give you ours (which is way better FYI). Give us a buzz on 1300 332 256, or visit our site and we’ll work on a competitive online business plan with you.