Pay per click; search engine optimisation (1)

Editor's Notes

• #21: A conversion is a behaviour that takes place on your website from a clickthrough of a Keyword that is valuable to your business. A BEHAVIOUR FROM A CLICK THROUGH AdWord conversion tracking allows you to see which of your ads and key words are getting the best results so you can track your ROI. ALOOWS ROI TRACKING Conversion are dependent on the company that you are; which means as a company you need to work out what a conversion means for your business (meaning the behaviour that your trying to achieve on your site). DEPENDS ON THE COMPANY YOU ARE So, how is it specific to certain businesses; If you run a SaaS (Software as a service) business such as Adobe or Mcafee you would set up your conversion trigger when someone signs up. SAAS BUSINESS - ADOBE/MCAFEE If your running an eCommerce business such as Amazon or any other retailer online then set the conversion trigger when someone buys from you. ECOMMERCE AMAZON/ASOS You as a business can set and track these conversions through Google AdWords. DONE THROUGH GOOGLE ADWORDS
• #22: Chances are that you’re not going to get sales or sign-ups immediately after you start advertising. This is caused by one of the following 2 issues (or sometimes both): Keyword targeting: which search terms represent the best opportunities for you to connect with your target market cost effectively? Conversion: how do we actually sell to our target market? You can think of these as being a “marketing problem” and a “sales problem” respectively. If you find that you have a steady stream of affordable traffic from people looking for your product but no one buys, you have a sales problem. If you find that you can’t afford or can’t find any significant traffic volume from people in your target market, you have a marketing problem. It’s quite difficult to try and fix both marketing and sales problems simultaneously. When you’re working on targeting your AdWords spend, especially if your product or service is a bit ambiguous or something quite new, it can be very useful to know which keywords indicate someone as being in your target market even if they haven’t bought from you yet. For example, say you have a solution for small investors to quickly and easily purchase low-risk diversified company stocks with little research or upfront cash investment. Your target market is certainly online and searching for things related to your solution, but they’re not searching for exactly what it is you’re selling because they don’t know it exists yet. You have a marketing problem. Alternatively, say you sell ladies shoes in petite sizes. People are online searching specifically for what it is you’re selling, but they don’t buy from you. You have a sales problem. In other words, you want to try and solve your marketing problem independently of your sales problem and this is where using an “intermediary” conversion event in AdWords can help.
• #27: Overcoming low click through rates – (average 3-4%) creating more targeted adverts (which may appeal to specific search terms), raising bid prices and experiment with different forms of the advertisement's until you find the right message. Overcoming the quality score – the better your quality score, the lower your PPC cost rates will be by being defined and targeted. Could be fixed with a content marketing strategy. It should be content that will attract, acquire, and engage a well-defined target audience. Ultimately the goal of that content is to drive a desired customer action. What is the good content? Expensive costs through not enough sales – people may be clicking on your page but not actually purchasing any products or services. Need to create conversation and content of quality through a process of trial and error. Ad spend could rise and this could be fixed by aiming for a different position – key words could often change in price.
• #28: Overcoming issues of Trust To ensure that people trust pay per click advertisements they must ensure that consumers are aware that the link will not be harmful to their device. Some consumers may be wary of PPC adverts as they are not full educated on what they are or their purpose. Related to student beans – a survey was conducted which showed that older consumers are more likely to click on PPC adds and when we consider that 60% of students are under 21 then it could be a method of advertising that may not work as well in the student market.
• #30: How to overcome Hosting Issues: To overcome hosting issues – it will be necessary to create a webpage with the option to select different languages, which are relevant to the consumer as an individual and to their location, for example – Zara has a splash page which allows you to select which country you are in before you enter the main website, to make the content more appropriate. The other issue of hosting was the compatibility on different devices, from laptop to table/mobile phone. As more consumers are beginning to purchase from their mobile phone, companies should consider a responsive design coding for their website as this then makes it possible to have one website that fits all devices. This is googles preferred technique when dealing with multi device issues. Refer to student beans and how they could make their website more location and student friendly – consider 1/2million students are from abroad, and students are more likely to shop using a mobile device
• #32: SEO and PPC is something that can be utilised by Student Beans. Need to be aware of the Issues raised. The landing page needs to be done well. Understanding their data will be key - seeing their conversions when a person purchases with their offer.
• #36: 2014 SEO -- 6 Key Pointers (no date). 2014 SEO -- 6 Key Pointers. Available at: http://www.clickz.com/clickz/column/2326944/2014-seo-6-key-pointers (Accessed: 22 January 2015). Fernando, D. (2014) Top 9 Dilemmas Of International SEO And How To Overcome Them. Top 9 Dilemmas Of International SEO And How To Overcome Them. Available at: http://blog.woorank.com/2014/08/top-10-pitfalls-of-international-seo/ (Accessed: 22 January 2015). Goodwin, D. (2012) Search Engine Watch. @DannyNMIGoodwin. Available at: http://searchenginewatch.com/sew/news/2200730/organic-vs-paid-search-results-organic-wins-94-of-time (Accessed: 22 January 2015). Jarrett, C. (no date) Internet Marketing Consultant, Claire Jarrett AdWords Trainer & Consultant. Google AdWords: How To Overcome 3 Common Issues. Available at: http://www.clairejarrett.com/google-adwords-how-to-overcome-3-common-issues/ (Accessed: 22 January 2015). The War on ‘Free’ Clicks: Think Nobody Clicks on Google Ads? Think Again! (no date). The War on ‘Free’ Clicks: Think Nobody Clicks on Google Ads? Think Again! Available at: http://www.wordstream.com/blog/ws/2012/07/17/google-advertising (Accessed: 22 January 2015). What Online Marketing Channels Do Consumers Trust The Most? (no date). What Online Marketing Channels Do Consumers Trust The Most? - Small Business Tips and Resources-The Small Business Playbook. Available at: http://www.thesmallbusinessplaybook.com/what-online-marketing-channels-do-consumers-trust-the-most/ (Accessed: 22 January 2015).