Martina Mercer

Should I Use Facebook Advertising for My Business?

Facebook advertising can still be very profitable if you choose the right Facebook advertising agency to ensure you make the most money from your investment. When Facebook advertising began, it was actually the best way to make a profit through advertising online. Competition was low and businesses were slow to adapt to the new paying model.

That isn’t the case any more.

Facebook ads can now cost a lot of money. Many small businesses have come unstuck, as they’ve boosted posts and created ads that have simply brought no sales or conversions. Companies have watched their money pour down the drain without receiving a return on their investment.

Who Sees Your Posts without a Money Injection?

You would think that every person who follows your page automatically sees your posts. Unfortunately this is no longer the case. The only people to see your post will be those who have been led directly to your FB page (through your website or other means) and your mum. It’s not fair, as you’ve built those Facebook likes and they’ve chosen to see your posts, but it’s how it works for now.

There’s talk that Facebook will realise the madness in this and pull it back. They may give some more power to the businesses, but until that happens, a page really does need a cash injection.

When Doesn’t a Page Need Money Spending on It?

If your budget is low and you’ve spent enough on other means of advertising, there are ways you can give your page a promotion without spending a penny. You can tap into your friend’s goodwill. Personal profiles are the best for sharing adverts and posts, followers see all their friends’ updates. There are no exclusions, unlike with pages. This does, of course, mean giving your brand a personality and revealing the person behind the business. You will also need a personal account, and will probably need to show yourself to your customers. It’s a long way round, but it can work. It just takes time and effort.

Here’s how it works at the moment.

Impressions vs Likes vs Sales

A boosted post will ensure your post is seen by people who follow your page and their friends (if this is the audience you’ve chosen). It still doesn’t ensure it’s seen by every one of your followers. Impressions are nice but they don’t bring in the cash, which is why you really need to learn a little about Facebook Pixels.

What Are Facebook Pixels and Why Do I Need Them?

Facebook pixels are pieces of code you put on your pages of your website. With these, you can choose to pay for likes, clicks or even conversions. They give great analytics that a good PPC agency can use to lower your costs. You don’t have to do anything, we can do it all for you.

We believe that Facebook will adapt and change as time progresses to become friendlier for advertisers. They’re being quite greedy right now. Even though they are difficult to advertise with they’re not impossible and they can still offer a good return on investment.

It is, however, imperative that you choose an experienced Facebook advertising manager to create and manage your social media advertising; otherwise you could find you lose a lot of money for impressions.

If you have any questions, as always, please contact us.

Thomas Coppen

How the Best AdWords Manager Can Lower Your Costs and Increase Your ROI!

You’ve heard the horror stories of when a brand hires an inexperienced AdWords Manager. You undoubtedly know someone in the industry who has lost a lot of money this way. We’ve given you tips on how to make sure you choose the best AdWords Manager for your business. Now it’s time to look at the positives to see how a good PPC Agency can lower your costs and bring you customers.

Getting to Know You

A good PPC Agency will begin by getting to know you and your customers. They want to know your history, your successes, your best selling products. A good PPC Agency wants to know what makes your customers tick and they want to replicate great results while appealing to your target market. If an Adwords Manager isn’t asking you questions about your business, how will they know how to sell your services or products to customers?

Finding the Right Platform

Once a PPC Agency understands your target market, they will determine the right platform for your PPC campaign. Will it be through Google Shopping, Remarketing or Video ads, how does your demographic respond to adverts everyday? These insights provide invaluable information that help your PPC agency reduce your costs before the campaign has even begun.

Choosing Words Carefully

A good PPC knows how to use broad match terms and negative keywords to your advantage. For example, if you sell car parts, you don’t want to spend money advertising to those looking for car insurance. Your experienced PPC Agency will ensure that not one penny is spent advertising to those who have no intention to buy, a bad PPC Agency meanwhile…

The Final Destination

People who use Google to search expect lightening fast results and they want to purchase and run within seconds. They don’t appreciate an ad that may send them to another part of a site in the hope they’ll pick up some extra products on the journey to the page they expected. A good PPC Agency understands the psychology of the clicker and will always create ads that produce the highest conversions.

Adapting to Change

A good PPC agency will be on the ball daily and adapting to change, whether that’s responding to current trends and taking advantage of the Google landscape and trendy search terms, or changing the ads to reflect new products and new offerings. A good PPC agency will never set up a campaign and then leave it to run its course, as they know it needs constant managing in order to produce the best results.

If you’re in any doubt as to whether you’ve chosen the best PPC Agency for your business, the answer is, you probably haven’t. Please do get in touch and ask us as many questions as you need to in order to reassure yourself that you’re in the best PPC hands for your brand.

Thomas Coppen

What Happens When You Hire an Inexperienced PPC Manager?

For a new business, finding a PPC Manager or Adwords agency seems easy. There are so many offering services that it appears as though we’re spoilt for choice. Prices, too, can vary, from very little to seemingly expensive and it’s only until you’ve spent a month with the company that you can assess if you made the right decision when hiring.

In other words, hiring a PPC Agency is a risk for new businesses. AT Keel-Over Marketing we eliminate this risk by being completely transparent. We welcome questions and are quick to share our history and the results we’ve achieved for clients. We’ve ensured we’ve met all the criteria to become a Google Partner and we’ve passed all the exams that demonstrate our expertise in the world of AdWords and PPC.

We do understand though, how tempting it can be to choose the first PPC Agency that gets in touch, especially if they make grand promises for a small budget!

That’s why it’s important to understand just how an inexperienced PPC Agency will use your money, the money you hope will be spent on bringing your business a profit.

It’s Their Learning Curve with Your Cash

PPC is complicated, and shouldn’t be attempted by anyone without the relevant Google training. Even new Google Partner graduates will test their skills on their own AdWords campaigns before risking a client’s money. This is because PPC involves a lot of nuances and delicate operations. A change, such as a landing page URL can have dire consequences for a business’s conversions.

An inexperienced PPC Agency will still be learning about what works and what doesn’t. Of course, there is a little learning with a new client, as we assess which ads have the best impact for the target audience, but these analutics can be learned WHILE bringing the client a tidy profit.

They Will Spend More to Counteract a Low Quality Score

A PPC budget obviously goes towards bids for keywords, and, obviously, you pay per click. Few clients know that costs can be reduced by ensuring the ad itself is of the highest quality. Inexperienced PPC managers will ignore the ad quality and will spend more of the client’s money to counteract this deficit. It’s ruthless, but it’s true. A good PPC agency will ensure the quality score is spot on in order to bring you the best bang for your buck!

Who Needs Repeat Custom Anyway?

Repeat custom or customer loyalty is the backbone of any business. It’s a well known fact that it costs less to sell to a current customer than it does to obtain a new one. An inexperienced PPC manager will not care about the repeat custom, they will only focus on the clicks, paying no attention to the emotions of the consumer, as long as they receive those statistics.

A good PPC manager will ensure every person that clicks wants to return at some point. They’ll make sure they land on the page they expected in order to leave the customer satisfied. They won’t bait and hook, they’ll deliver what they (or you as a business) promise, leaving the customer with happy emotions that makes them want to return in future.

Martina Mercer

How Generation Y Use Google Search

If you’re over 30 you’ll have fond memories of when Google search first launched. Along with Google we used Ask Jeeves and other search engines to find what we wanted, and we did used to ask full questions of our search engines such as, “Where can I find a shop that sells replacement bulbs for my Audi car headlights?”

This long tailed question style of finding answers soon disappeared along with the popularity of Ask Jeeves (although some of the older generation do still use this search engine) and we became more savvy as we realised we only needed a few words to find the information we needed.

That original query quickly turned into Audi headlight bulbs as it became the norm to use just two or three words for a Google search. Many of us still search like this although we may add a location or include a negative search term to exclude results that are not relevant.

Generations of Google Searchers Have Evolved

When training with Google earlier this year, at their London campus, I learned that Generation X and Y are now searching in a completely different way to what we’re used to.

Our searches have evolved alongside the growth of information available on the internet, and it’s this deluge of content that generation X and Y are sifting through with their advanced method of searching.

Two or three keywords used to be enough, but now, there’s so much competition for those spots in Google, that younger users are finding this doesn’t produce the results they need quick enough. Of course, they do produce relevant results, but the X and Y generation find it takes too long to scroll down the page to unearth the page they seek.

This is why children and teens have now reverted to the five or six keywords for searching, with keywords being the operative word. Instead of asking a long tailed question, like in the Ask Jeeves days, these searchers are removing any unnecessary words or “stop” words, such as and, with, where, can, find and instinctively using the keywords that will narrow the search dramatically and produce the best results.

Our Audi Headlight Bulbs becomes:

Buy Audi TT Replacement Headlight Bulbs London

It’s fair to say that this search should throw up either a product page for the actual bulbs or a store close to the customer’s location, allowing the user to checkout in seconds, or to buy the bulbs nearby the very same day.

The user didn’t want to be presented with bulbs for other Audi models, the user didn’t want information on how to fit the bulbs, the user wasn’t interested in the history of the Audi headlight, the user wanted a first page full of options for completing the task they set out to, when entering the six words just a nanosecond ago.

The Impatient Generation

Time is precious, time is fleeting and generation Y realise this. They’ve grown with the internet and have had access to the wealth of information from the start and so expect it all at their fingertips all the time. Many of us over 30 are still in awe of just how much we can access through Google and other search portals, as we still remember the traditional methods of the Yellow Pages, the Library, or relying on a friend’s recommendations. We forgive if we’re presented with irrelevant results, generation Y does not, their expectations grow faster than technology can progress and it’s only the savviest brands that can keep up with the ever-changing rules of the search!

This is why it’s always important that you choose a dynamic PPC Agency with a finger on the pulse of all generations, from 8 to 80 in order to minimise your Adwords spends and to bring you the greatest profit.

Thomas Coppen

How to Use Your PPC Agency to Increase Conversions

If you’ve hired a PPC Agency for your Adwords or Google shopping campaign you probably believe that there’s nothing else for you to do in order to see the conversions come flowing in.Of course, a good PPC Agency like Keel-Over, will bring you results regardless of your input but there are a few areas you can optimise to ensure conversions are guaranteed and the checkout process is quick and painless for the customers Keel-Over drive to your site.

Say What You Mean

If you’ve chosen Google shopping as a way to promote and sell your products it’s important that your ads on Google lead directly to that product’s page. You may believe that leading a customer to a selection of products (in the same genre) would increase sales, when in fact, it’s proven that it frustrates the customer instead.When a customer shops through Google, they expect an almost instantaneous purchase, a very fast website and the ability to buy the product in seconds. They really don’t like being led on a merry dance through pages they weren’t expecting, and they will reward this behaviour with a click away, and a purchase from your competition.

Keep It Clean

Basket abandonment is a real problem online, and one that many big brands work tirelessly to combat. You can improve your basket abandonment stats with clear directions to the checkout and an easy checkout process. Try not to fill the checkout pages with pop ups or sign up options. Instead, make it as easy as possible for the customer to complete a sale. You may believe it’s a missed opportunity if a customer is on site and they don’t sign up to your newsletter, but if they enjoy the process, they will be back and loyalty is worth a lot more than a one off frustrated purchase.

Answer All Questions

When a customer clicks on your product page, they have questions they need answering. If they can’t find the answers to these questions on the same page, they will either email you (and look for an alternative product in the meantime) or click away and go elsewhere. All you have to do is make sure your product descriptions include the information they need to make that purchase. Consider what you would ask, depending on your product, and try your best to include these details in the description, or in a separate tab (if it’s boring information such as the product dimensions).One of the most frequent questions customers look for answers to is, “How soon will I receive my item?” Followed by, “How much is the delivery cost?” Some retailers like to hide the delivery cost until checkout but this rarely works as a customer never appreciates the deception and it leaves a bad taste in the mouth. If you’re offering free delivery, let your customer know, and reassure them that they will receive the item as soon as possible after ordering. These are all little things you can do to ensure that when a Google Shopping customer lands on site, they enjoy a great user experience and are encouraged to checkout. With just a few tweaks you could see your bounce rates decrease and your conversions rise dramatically.