SEO Tips

Adwords is giving me clicks – so where are all the customers?

Google Certified Adwords specialist, Lisa Baker, discusses why self-managed Adwords campaigns rarely attract the right traffic and what customers can do to fix it!

It’s important to remember that customers may not actually buy online, but call your phone instead, especially if using a mobile, so your ads MAY be working better than you think.  However that’s another story.  It’s true to say that self-managed Adwords campaigns often waste huge chunks of budget because customers don’t know how to get the best from them.

“Adwords didn’t work for us”

“Adwords didn’t work for us” is maybe the most common thing I hear when it comes to speaking to new SEO clients.  Desperate to get a bigger share of the traffic for their keywords, many of them have invested considerable resources, sometimes thousands of pounds per month, only to see no return on their investment.

These same clients are the ones who give us a try and are surprised when a month later, they are getting more telephone calls to their business, a lower bounce rate, more leads and more conversions from the same Adwords budget – even after they have paid our management fees!

SEO and Adwords management is often seen as a ‘dark art’.  However, ITCS customers won’t find me waving a magic wand and chanting under a full moon to improve their Adwords performance – it’s actually just a matter of common sense.

The good news is that people like me use the same Adwords portal that you do – we just know how to use it better!

Here’s two ways you can make fast improvements:

 

Avoiding Broad Match Traps

The first tool in your kit needs to be match types – if you don’t know what they are, chances are you will waste 50-80% of your budget.

Google has four different match types – knowing how to use which type and when is critical in getting the right traffic.  Getting it wrong is the most common mistake we see.

Most ‘DIY’ managers only use broad matches and assume Google will only match when the customer search includes their term.  This is a costly mistake.

Broad matches, where a phrase is just written normally, allow for similar or related search terms.  This means in practice if you type in ‘Van MOTs’, Google will also match for Car MOTs, Van Sales, ‘My Van failed it’s MOT’, ‘What does an MOT cost’ etc.

This means two things will happen:

  1. Your budget will go fast, because there are lots of these irrelevant searches and
  2. All those clicks will do nothing to gain you business.

Our advice is:

  1. learn all about the different match types so you know what to use, when – and use broad matches with extreme caution, and
  2. Look into negative keywords use them to avoid irrelevant matches.

 

Getting it right: Quality Scores

Google assigns each keyword a quality score, from 1 to 10.  No matter how much you offer to pay, a keyword with a low score won’t get many ad views, and those it gets will be more expensive.

That’s because Google wants to deliver what customers are looking for.  So, if you don’t sell red shoes on the page your ad takes customers to, and you don’t mention red shoes in your Google Ad, chances are your quality score for the term red shoes will be low!

If you go to the keywords tab, within Google Adwords, you can modify the columns to show your Quality Scores.  If you also add the ‘ad relevance’, ‘landing page experience’ and ‘expected click through rate tabs’, you can see why Google has given your keyword that score, which tells you where you can start to make improvements.

Here’s a handy little infographic to show you why getting Quality Scores right could save you money.

Infographic Provided by Wordstream

Why choose an Adwords professional

While these two points will almost certainly reduce your wasted spend, in the right hands, you could see real gains for your business by getting Adwords right.  Just like adding an extension to your home is something usually best done by a qualified builder, you will get better results by using an expert to manage Adwords.

There is far more to managing Adwords than can be gathered in a simple blog post, Google Certified specialists have to undertake exams every year to maintain their status, and in order to get the best results, our advice is always to use a Google Partner like ITCS.

In case you are wondering what your matches look like, ITCS offer a free review, and will be happy to show you where you could make savings.

Ultimately, Adwords is no different to any other power tool.  In the right hands, it’s an investment in your business – getting it wrong should not be an option.

If you’d like your free Adwords review, click here.

WebAdwords is giving me clicks – so where are all the customers?

The essential questions website owners have to ask – fast!

Google certified SEO specialist Lisa Baker discusses the issues website owners need to consider in 2018

2018 is bringing huge changes for website owners.

Not content with new GDPR rules throwing a huge spanner in the works, Google are also making a major change to their algorithm which will leave websites that aren’t fully responsive out in the cold.

In plain English, if your website won’t work as well on a mobile phone as it does on a desktop, your Google rankings will be affected.  Furthermore, if you don’t have an SSL certificate for your website, Google will now flag your website with the warning ‘not secure’.  This is an even higher priority if you sell online.

Chances are you’ll need to do some updates – ensuring compliance is your responsibility unless you engage a company to do that for you.   Even if your company has been checked for GDPR compliance, it’s important to check your website too – with possible GDPR fines of up to 20 million Euros, you can’t afford not to.

Here’s the vital questions website owners need to be asking:

  • Is my website cookie notice GDPR compliant?
  • Do I use third party tracking cookies?
  • Is any data we collect online stored in a way that is GDPR compliant?
  • Does my website have an SSL certificate?
  • Does my website work well on a mobile phone?  (you can test this by clicking here)
  • Have you checked your website terms and conditions are GDPR friendly?
  • Is my website secure enough to protect vital data from potential hackers?

Web Team Manager Amanda Deere advises:

 “It’s becoming increasingly complex to keep up to date with Google and the legislation, and both are essential.  ITCS has a full web compliance team and we’ll be happy to not only answer those questions for you, but also to provide the solutions if your website doesn’t comply.  Click here to contact us.”

WebThe essential questions website owners have to ask – fast!

How to Write a Great Blog Post that Google & Your Customers will Love!

ITCS’s Lisa Baker shares how customers can write a great blog post that is Google-friendly and will also engage their target audience

As one of the ‘in-house’ SEO experts for ITCS, and the Editor of several online magazines, I’m often asked by customers ‘how can I write a great blog post’?

If you write a great blog post, you can:

• Engage your audience with your brand
• Establish you as a thought-leader in your industry
• Give useful information to your readers and followers
• Help with your SEO
• Add weight to your sales messages
• Communicate your offer to customers

ITCS offer a full SEO and content management service, if you’d rather outsource blog writing, but here’s some helpful tips if you do it in-house:

1. DON’T use your blog or social media to over-sell

Some blogs are just a collection of different ‘buy me! posts’. Too much selling is a real turn off and offers no independent value to your readership – you wouldn’t watch a channel with nothing but adverts, so why would you return to a blog that’s stuffed with ‘buy me?’

The occasional special offer is fine, but your blog should be informative, reinforce your brand values and build customer trust. See it as a long-term relationship rather than a one-night-stand. Selling on blogs should be subtle and link-based.

Here’s some ideas for useful posts that will interest your readers:

 

2. DO – Share useful, informative content, at least once per month. Think about:

New Products – If you have a new product or service, the blog is a great way to launch it. Write about the new service in an informative way, with a subtle call to action button at the bottom.

Seasonal Tips – ‘Top 10 tips for (moving home/stress free motoring/buying the perfect gift/camping/booking a holiday) in (Spring/Summer/Autumn/Winter)’ (obviously, this will depend on your business – this works really well for consumer sites)

Topical Thought Leadership – Is there a particular topic that everyone is discussing in your industry? (e.g. Brexit/Minimum Wage/Taxes/legislation/AI and tech). Stamp your authority as a leader in your field by sharing your opinion and/or advice. It is an opportunity to brag about your knowledge and experience in the light of current events. These posts also make great press releases.

Customer Service – Is there a question that your customer service team are always being asked? Save time by providing advice on common queries in a blog post. This could help your customer service team avoid repetitive support calls, and demonstrates to non-customers that you are a company who cares about their customers. A call to action button connecting to the customer support email address makes it easy to mail support.

Staff News – people buy people, and the internet can makes companies seem faceless.  Make your staff seem accessible, show the world they are likeable! If someone spends Sunday running for Cancer Research, ask if they mind you sharing the news on the company blog, and include a link to their online fundraising page. It helps staff feel valued and supported by the company and shows your customers you care about your staff.

Company News – Got a significant new contract, company award, or new department? Why not turn it into news and share it on your blog? News posts tell the world that your company is growing and ready for business. Word of warning though, if you plan to quote a customer, check they are happy first. Again, these can be part of your PR, and a pic of you with said customer will go down really well.

 

3. Write a Great Blog Post that is Google friendly too!

Your blog can only help your SEO if Google finds it. A professional SEO service like ITCS is great, because choosing the right keywords for your post can make the difference between Google indexing your post and not. SEO experts have tools to help them do this.

However, a little common sense will help you write a great blog post which Google can find. Just think – ‘what would my audience type into Google’  to find my product? Let’s imagine a Bridgend shoe shop has just had it’s new collection and wants to be found for ‘red shoes in Bridgend’:

What not to do….

‘This season’s new collection’ with information about your new range would make a great sales brochure, or customer mailshot.

However, it wouldn’t work as an SEO friendly blog title. ‘This seasons new collection’ is too vague to be helpful. If you want to be found for ‘Red shoes in Bridgend’ or even just ‘new shoes in Bridgend’, you need to use relevant keywords in the title to help Google find you.

What to do….

The Blog title is what Google displays as the first line in your search ad.  It also helps Google decide if your page o determine if it’s a good match for the keyword.

In this case, ‘Bridgend Trends: Red Shoes are Hot this Autumn!’ would be a much better title, because ‘Red Shoes’ and ‘Bridgend’ are both in the title, it doesn’t sound flat and gives enough information to make the reader want to click through to read more.

Google also checks for consistency. As well as the header, the post should be relevant to the header and talk about why red shoes are hot in Bridgend this season. Add pictures of the red shoes you sell, with relevant image titles. (Sales tip – link the images to the sales page for that shoe!).

 

Think like a customer, then think like Google

Your customer knows what they want, and Google wants to help them find it.  To score success even before you start to write a great blog post, try to think like your audience.

Here’s my short, sharp summary to getting it right every time:

• Think about what your audience want to read
• Think about what you want to say
• Think how about what your audience will search for to find it on Google

Now go and write a great blog post with your audience in mind!

 

Lisa works within the ITCS SEO team and is Google Certified.  For advice about Blog Posts, SEO, Social Media or help running an Adwords campaign, contact the ITCS Web and SEO team on 0845 444 200.

WebHow to Write a Great Blog Post that Google & Your Customers will Love!