google adwords

Blog challenge 62/99: How to gain more website traffic part 3

Long tail keywords….first of all, you are probably asking “what are they”? A long-tail keyword is a keyword phrase that contains at least three words (though some say two or more is considered long-tail). Long-tail keywords are used to target niche demographics rather than mass audiences.

Let's assume that you want to target the keyword “nursing.” To find long-tail variations on that seed keyword, go to the Google Keyword Planner and type in nursing. Then, scroll down and click “Get ideas.” Then click on the keywords tab to show all of the keywords related to nursing. If you are running a google

Focusing on long tail keywords is a great SEO tactic. Long tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific. Combine these long tail keywords into your content. Analyse the top long tail keywords and distribute each of them into your pages, ensuring you don’t do “key word stuffing”. This is when you put too many keywords into your content. The search engines are smart and they will pick up on this and penalise your ranking.

We hope this helps, good luck and get researching those long tail keywords relative to your website!

Blog challenge 54/99: Results for our clients using Google

We received a call from a client today in the hospitality industry. It is always nice to hear the words, “We are seeing some good results from what you are doing with our digital marketing”. We have been actively maintaining their Google My Business account for about 12 months now, along with social media and Trip Advisor and for such a small business - we are able to see some incredible results.

  • 113 Calls to their phone

  • 379 Direction requests using Google Maps

  • 220 website visits

  • 2,270 views of their photos

Some of these stats are down on the previous month due to it being peak tourist season in July. We cannot stress enough, the importance of managing your Google My Business page correctly. This means posting engaging photos, replying to reviews, adjusting public holiday hours and providing accurate content so your audience and potential customers can find you.

This contributes to your Google Ranking and the endless persuit of maintaining your high position on page 1.

GMB results.png

Blog challenge 27/99: The rebranding of Google's ad portfolio

Google has decided to rebrand their Ad’s portfolio. Why? Mel Silva, Managing Director, Go-To-Market Strategy and Operations, Google Asia Pacific (wow, big title!), says “The rebrand was an opportunity for us to ensure our brand names align to what our products actually offer while introducing new product changes at the same time.”

What does this mean for you and your business? See below for a simple explanation:

  1. Google Adwords will become Google Ads
  2. DoubleClick & Google Analytics 360 Suite will become Google Marketing Platform
  3. DoubleClick for Publishers & DoubleClick Ad Exchange will be rebranded as Google Ad Manager

If you would like to learn more about Google Ads and many other new Ads, Analytics and Platform solutions, click on this link and join Sridhar Ramaswamy, senior vice president of Ads & Commerce at Google for his Marketing Innovations keynote.

Thanks for reading and if you are interested in a digital marketing campaign, you can click here to get in touch.

Blog challenge 6/99: The Google Adwords process

We don't like to sugar coat things here at Illume Marketing. So when we say Google Adwords is technical and requires a lot of your patience, we mean it! Google Adwords requires persistence too. If you are a small business owner and you find that this form of marketing is difficult, we would advise to outsource it. That is not a sales pitch, it just makes sense that you, the business owner, need to spend your time doing what you do best. For those that are looking to get started, please see below the process for using Google Adwords:

  1. Install Google analytics to your website: Set up an account here and ensure the correct code is injected into each page so your analytics are accurate. Or there should be an app that you can install which will be the easier option. 
  2.  Link your Google Adwords account: Make sure your Adwords account is linked and that you have enabled auto tagging. This will let Google Analytics report the details of each click taken across your website. This is very important.
  3. Import a goal: A goal may be to have people sign up to your monthly newsletter or to complete a contact us form. You can do this via the admin tab of google analytics and then head to goal set up.
  4. Import conversion actions: Within your Google Adwords account you want to import your conversion actions. This will assist in the tracking process. By doing this you will be able to see the exact path a visitor takes through your website prior to purchasing.
  5. Create a campaign: Head into your Adwords account, and select the new campaign option to start a new campaign. Name the campaign and include the Google Search partners option. Do not add the Google display network. This is completely different to an Adwords account. Select location that you want to target and your language and select your bidding. If you are just starting out select maximize conversions
  6. Set your daily budget: The best way to do this is to work out your monthly budget and divide it by how many days there are in the month. Set your start and end dates.
  7. Set up ad groups: This is where you enter your key words. Best practice is to have a maximum of 10 keywords per ad campaign. You can use Google Keyword Planner for this, which I will talk through in another blog.
  8. Create your ad: This is the fun part! Put your headline 1 and headline 2 in. Usually headline 2 is a call to action. For example, 1 Month Free Membership or Free Shipping. Then construct the body of your ad. Insert your final URL that will direct visitors to your website. Your ad will then be created right in front of your eyes.
  9.  Revisit Google Analytics: Keep an eye on what key words are being used and be patient. Google will spend your budget evenly across the month.

The ultimate goal that you want to get to is to have 15 conversions in 30 days, then we can switch to a more advanced strategy using the Target CPA bidding option, but we are going to leave that for another time.

Google Adwords is a lot of work, you need patience and an analytical mindset but done correctly it can drive sales for your business and greatly assist with your Google ranking. Thanks for reading.